Wbo conference 10 21


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Keynote address from the Women Business Owner's conference, Oct. 21, 2009

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  • Wikipedia gives a very nice 3 part definition of social media…..
  • Over the past five years or so, there has been an explosion of tools to facilitate social interaction between businesses and consumers—
  • If you are a crafter, you might also use Etsy, which is also an online community….
  • Over the past five years or so, there has been an explosion of tools to help us—because after all, we are as much consumers as business people—create socail media
  • Some of the questions Citibank asked are the wrong questions. Citibank did not get any data on whether or not small businesses knew they could, say, use blogging software for a website, or that they could get very cost effective ads on Facebook rather than via print.
  • And help you to think about what your company needs, and what kinds of social media are going to work for your company….
  • First thing I did was preform an exhaustive website and social media audit—reviewed the website, how the product in general is perceived by the public….
  • Referring sites were even lower than 7.9% in previous months because THF had no links back to their site. The referring pages for September were mostly from Facebook. And since our Facebook Fan numbers grow daily, we are more than likely getting more clicks through to the website. Latest intelligence on conversion rates for social media say it takes about 18 months to convert this sort of outreach into a sale. However, I believe we’re going to have sales much sooner than that, given the numbers we’re getting so far.
  • Social media isn’t ligtning in a bottle, but with careful tending
  • Wbo conference 10 21

    1. 1. Using Social Media for Business Development Tish Grier Social Media Strategist & Consultant 413-265-1500
    2. 2. What is social media? <ul><li>Social media are forms of communication designed to be disseminated through social interaction, created using highly accessible and scalable publishing techniques. </li></ul>
    3. 4. What does social media do? <ul><li>Social media supports the human need for social interaction, using Internet-based technologies to transform broadcast media monologues (one to many) into social media dialogues (many to many). </li></ul>
    4. 7. The whole point of social media is… <ul><li>Social media supports the democratization of knowledge and information , transforming people from content consumers into content producers. Businesses also refer to social media as user-generated content (UGC) or consumer-generated media (CGM). </li></ul><ul><li>“ Blogs are little First Amendment machines”— Jay Rosen, NYU </li></ul>
    5. 9. Many Social Media Tools
    6. 10. Blogging Platforms
    7. 11. Microblogging
    8. 12. Photo Sharing
    9. 13. Social Bookmarking
    10. 14. “ Crowdsourced” product reviews
    11. 15. Ning Networks & Communities
    12. 16. Social Networking sites& communities
    13. 17. Even more tools! <ul><li>MySpace </li></ul><ul><li>YouTube, Vimeo, BlipTV </li></ul><ul><li>Wikis </li></ul><ul><li>Podcasts </li></ul><ul><li>Open Source CMS: Drupal & Joomla </li></ul><ul><li>Etc., etc., etc. </li></ul>
    14. 18. Conclusion: Social Media is ubiquitous and the tools are free…. This is a major boon to new business owners and entrepreneurs!
    15. 19. More tools + More opportunities = <ul><li>More Confusion! </li></ul>
    16. 20. Perhaps it’s a lack of knowledge on what social media can do for a business…. <ul><li>A recent study conducted by Citibank Small Business division found the following: </li></ul><ul><li>86% have not used social networking sites for information nor business advice </li></ul><ul><li>42% using their websites for lead gen </li></ul><ul><li>28% using email marketing </li></ul><ul><li>25 % using online advertising </li></ul>
    17. 21. Social Media can help you do the following…. <ul><li>Establish a web presence: make a website using blog software </li></ul><ul><li>Easier to connect directly with customers through Twitter </li></ul><ul><li>Recruiting via social networking sites </li></ul><ul><li>Conduct basic market research on Facebook & Twitter </li></ul><ul><li>Stimulate lead generation </li></ul><ul><li>Increase employee collaboration via wikis, Google Docs & Google Wave </li></ul>
    18. 22. How a really big business successfully uses social media
    19. 23. A Small Business Social Media Case Study
    20. 25. What does the Hair Factory need from social media? <ul><li>More visibility in Google </li></ul><ul><li>Increased product awareness </li></ul><ul><li>New Customers! </li></ul><ul><li>Online advertising—move away from expensive print advertising </li></ul><ul><li>Increased customer interaction with company </li></ul>
    21. 26. Suggested the following <ul><li>A blog to increase Google results </li></ul><ul><li>Facebook & Twitter to connect with customers, offer promotions, </li></ul><ul><li>Facebook for ads and customer service </li></ul><ul><li>Twitter for customer service, customer awareness </li></ul>
    22. 27. IMPORTANT: Social Media is a long-term strategy—not a hit and run strategy!
    23. 28. “ You have to be in it to win it”
    24. 31. Results so far… <ul><li>Facebook & Twitter are maintained daily </li></ul><ul><li>Increase in Catalog requests </li></ul><ul><li>Increase in newsletter signups </li></ul><ul><li>Increased positions on First Page Google Results </li></ul><ul><li>Referring pages from Facebook up in Sept to 18.3% from 7.9% in August </li></ul><ul><li>Decided to forego a blog at this time. </li></ul>
    25. 32. If you are considering social media <ul><li>What do you need: a website? Customers? Brand awareness? </li></ul><ul><li>Create a social media strategy—consider linking with a word-of-mouth mktg strategy </li></ul><ul><li>Consider different tools and how to use them </li></ul><ul><li>Execute </li></ul><ul><li>Maintain </li></ul><ul><li>Measure and compare </li></ul>
    26. 33. Results from Social Media takes time to cultivate <ul><li>And it’s worth it! </li></ul>
    27. 34. Thank You!
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