An Intro to Social Media
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An Intro to Social Media

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The business of marketing is rapidly changing, and social media is a big part of that change. In this workshop, we’ll talk social-media strategy and the logistics of getting started with Facebook, ...

The business of marketing is rapidly changing, and social media is a big part of that change. In this workshop, we’ll talk social-media strategy and the logistics of getting started with Facebook, Twitter, and LinkedIn. Topics will include time management, finding content to share, and measuring the results of your efforts.

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An Intro to Social Media Presentation Transcript

  • 1. An Introduction to Social Media Presented by Wolf Hoelscher Bull's-Eye Writing & Editing Services
  • 2. Is Social Media Worth It?
    • Time Commitment
      • Requires Patience & Dedication
    • Planning
      • Put it in writing
    • Self-Education
      • No school for social media
      • Technology is constantly changing
      • Learn from others (online and in person)
  • 3. What Are the Rules?
    • Nobody Knows!
    • No firm benchmarks for success
    • Hard to find objective data
      • Often comes from companies in the business of social media marketing
  • 4. Inbound Marketing
    • Marketing is no longer a one-way street
      • Customers expect:
        • Engagement & interaction (listening)
        • Transparency
        • Positive referrals
        • Valuable content
      • No more salespeople?
        • The Gift of the Soft Sell
      • Karma
  • 5. So Many Sites, So Little Time
    • Where Should Your Focus Be?
    “ Seventy-five percent of your focus should be on what is happening off your web site concerning your brand, your industry, and your competitors.” Source: Halligan, Brian; Shah, Dharmesh; Scott, David Meerman (2009-10-02). Inbound Marketing: Get Found Using Google, Social Media, and Blogs (New Rules Social Media Series) (p. 12). Wiley. Kindle Edition.
  • 6. What works best for you?
    • Know who you want to target
      • What platforms do your customers use?
      • What are your competitors up to?
    • Which sites fit your personality?
      • Social media allows you to put a human face on your business
  • 7. The Players
  • 8.  
  • 9. Facebook
    • History
      • Founded in 2004 by Mark Zuckerberg
      • “ The Social Network”
      • Began in a Harvard dorm room
      • Designed for Harvard students
      • Gained popularity among college students around the country
      • Gains disgruntled MySpace users
  • 10. Stats
    • More than 800 million active users (largest social network)
    • Average users has 130 Friends
    • Average user spends an average 15 hours and 33 minutes on Facebook per month
    • Average user visits the site 40 times per month
    • Average user is connected to 80 community pages, groups and events
    • 200 million people access Facebook via a mobile device each day
    • Users that access Facebook on mobile devices are twice as active on Facebook compared to non-mobile users
  • 11. Stats
    • Other stats:
      • http://diigo.com/0kwcj
      • http://www.kenburbary.com
  • 12. Platform
    • Page Types
      • Personal
      • Business/Fan
      • Groups
    • Apps
      • Increase interactivity with your page
        • Events
        • Video
        • Contests
        • Landing Pages
  • 13. The Open Graph
    • Facebook’s reach extends far beyond its website
      • Social Plugins
      • Likes
      • Mobil apps
    • Ties into search engine visibility
  • 14. Pros
    • Search engine visibility
    • Detailed demographic insights
    • Viral potential
    • 800 million potential customers
    • Buying decisions now based on referrals
    • Free
  • 15. Cons
    • Frequent changes to the interface
      • You are at their mercy
    • Top Stories feature
      • Unfair advantage to larger corps?
    • Competition
      • Average user is connected to 80 community pages, groups and events
  • 16.  
  • 17. History
    • Founders: Developers Noah Glass, Jack Dorsey, Evan Williams, and Biz Stone
    • created Odeo, a podcasting platform
      • iTunes made this irrelevant
    • Brainstorming session led to an idea to bring text messaging to the web (text a small group of people at once)
    • Introduced to the public in 2006
    • Took off at the SXSW Festival in 2007
  • 18. Stats
    • 140 - # of characters allowed per Tweet
    • 42.3% - percent of users between ages 30 & 49
    • 1 billion - # of tweets posted every 5 days
    • 100+ million - # of active users
    • 182% - Increase in number of mobile users over the past year.
  • 19. Third-Party Clients
    • Hootsuite
      • Schedule your Tweets & access multiple accounts
    • TweetDeck
      • Easier for reading streams
    • Timely.is
      • Calculates for you the best time to Tweet
      • Provides analytics
    • Twellow
      • Yellow Pages for Twitter
  • 20. Pros
      • Send 140 character updates to people who want them.
      • Free.
      • Publicize blog posts, organizational news, special offers...
      • Engage with potential donors and generate buzz.
      • Get feedback. Ask & answer questions (twtpoll, Twithelp).
      • See what people are saying about you and your company.
      • Follow trends and act on them.
  • 21. Cons
    • Noise! (Pear Analytics Survey: 40% of Tweets = Pointless babble)
    • Will anybody hear you?
    • Learning curve – What’s a hashtag? RT? DM?
    • Hard to quantify results
  • 22.  
  • 23. History
    • Founder = Reid Hoffman
      • Oxford-trained philosopher
      • Started in his living room in 2002 along with five other team members
    • Went live in 2003
    • Focus = professional networking & career building
    • Became profitable in 2007 (designed to be a subscription service)
  • 24. Stats
    • 131.2 million members
    • Third quarter growth 2011 = 126%
    • 58.5% of users = male
    • Almost 50% of the users have titles such as managers, principals, owners, CEOs or vice presidents
  • 25.  
  • 26. Platform
    • Profile
      • Create your own personal brand (mega-resume)
      • Get recommendations
      • Pick keywords
      • Add a profile pic
      • Incorporate apps (Slide shows)
  • 27. Platform
    • Connections
      • Network with colleagues, classmates, and friends
      • Get introduced to connections outside your network
  • 28. Platform
    • Groups
      • Join in discussions with others who share interests related to your business
      • Create your own groups
      • Post discussion questions
  • 29. Platform
    • Groups
      • Join in discussions with others who share interests related to your business
      • Create your own groups
      • Post discussion questions
      • Great opportunity to build new connections and demonstrate expertise.
  • 30. Platform
    • Answers
      • Show off your knowledge
      • Business karma!
  • 31. Pros
    • Devoted solely to business – great for B2B.
    • The average age of users is 41 (Hubspot).
    • It's a powerful networking tool for landing a job, recruiting, or building exposure for your organization.
    • Groups and Answers are great features for demonstrating your expertise and building business relationships.
  • 32. Cons
    • Mostly a job-finding tool
    • Does anyone read the status updates?
    • Company pages lack apps and functionality found on Facebook
    • Not a great B2C tool.
  • 33.  
  • 34. History
    • New!
    • Took the place of Google Buzz
    • Positioning itself to take on Facebook
  • 35. Stats
    • Too early to tell
    • ~30 million users?
    • Cost $585 Million to build
  • 36. Stats
  • 37. Platform
    • Circles
      • Choose people to follow and assign them to circles
      • People you follow will be notified & can add you to their own circles.
      • See their posts on your stream.
    • Hangouts
      • Interact online with up to 9 people at once
  • 38. Google+ Pages
    • Debuted 11/7/11
    • Alternative to Facebook Pages
    • Links to Google Places
    • Post a profile pic
    • Post updates as yourself or your business (like Facebook, but easier)
    • Use “Hangouts” for product demos or webinars?
  • 39. Pros
    • Higher search engine rankings?
    • User-friendly interface?
    • Categorize the people you follow
    • Intertwined with other Google apps like Gmail and Google Docs
    • GooglePlus Button – better than the Facebook Like button for visibility?
  • 40. Cons
    • New territory – hard to develop a strategy
    • Low membership (it’s still new!)
    • Few apps for Plus (but it’s coming!)
    • Currently lacks analytics
  • 41. Other Players
    • Quora
      • Ask and answer questions
      • Get votes for your answers
      • Gain followers
  • 42. Other Players
    • StumbleUpon
      • Like a page…share it
      • Earn followers
      • Promote your blog
  • 43. Other Players
    • YouTube
      • Go viral
      • Owned by Google
      • Great way to show off your business or service
      • Create channels
      • Embed video on your own site without using storage space
      • Build search engine visibility
  • 44. Other Players
    • Yelp
      • Generate reviews (friend referrals)
      • Great for brick & mortar stores, especially restaurants
      • Opportunity to respond to negative feedback
  • 45. Other Players
    • Google Places
      • The new Yellow Pages – make it a priority to get your free listing
      • Add coupons & special offers
      • Post hours and contact info
      • Get listed on Google Maps
  • 46. Finding Content to Share
      • Blogs and the RSS Feed
      • Google Reader
      • Google News Alerts
      • Podcasts
      • Listen to your social media accounts
  • 47. Connecting & Engaging
    • Getting Found
      • Add buttons and plug-ins to your website in a visible spot
      • Display your social media accounts in your email signature line
      • Business cards, print collateral, signage
  • 48. Connecting & Engaging
    • Content Curation vs. Conversation
      • Share links or talk to people?
      • The verdict is still out, but the tide seems to be shifting toward content curation.
      • Find what works best for you.
      • Mix it up!
  • 49. Time Management
    • Google Calendar
    • Toggl.com
    • Create an editorial calendar
    • Brainstorm a list of update ideas
    • Set reasonable time goals (set a timer if you have to)
      • The Pomodoro Technique
    • Get help if you need it.
  • 50. Metrics
    • Google Analytics
    • Clicky
    • Facebook Insights
    • Hootsuite
  • 51. Keys to Success
      • Avoid Sales Speak
      • Learn Effective Copywriting Techniques
        • Strong Headlines!
        • Benefit-oriented copy
      • Share Your Story
        • Let your personality shine through
        • Engage!
      • Learn from Your Mistakes
      • Stay Up to Date!
        • Social media is constantly evolving
  • 52. Keys to Success
    • Make a Commitment
      • Be patient
      • Be realistic
        • Don’t overextend yourself
        • Write out your long-term goals
        • Focus on 2-3 social media accounts
      • Follow the $$$
        • If it’s not leading to sales, re-evaluate your approach
  • 53. Thanks!
    • Wolf Hoelscher
    • Bull's-Eye Writing & Editing Services
    • www.bullseyewriting.com
    • [email_address]
  • 54. Services
    • Social Media Coaching
    • E-books & White Papers
    • E-mail Blasts
    • Copywriting
    • Editing
    • WordPress Installation
  • 55. Follow Me!
    • Twitter: @BullsEyeWriting
    • Facebook: facebook.com/BullsEyeWriting
    • LinkedIn: @Wolf Hoelscher
    • Google+: Bull's-Eye Writing & Editing Services
    • www.bullseyewriting.com