Social Media for Business - from the start


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This presentation outlines what social media is and how it can be used in business.

It includes information on:

- What the most popular social media platforms are,
- How to know which networking sites your clients are using,
- The rules of social media,
- How to gather "quality" online followers,
- Giving the people what they want - what content to provide,
- Example campaigns.

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Social Media for Business - from the start

  1. 1. Social Media fad or must have? Presented by: Wendy Schollum April 2010
  2. 2. <ul><li>What is social media? </li></ul><ul><li>Why your business should be using social media </li></ul><ul><li>What the most popular social media platforms are </li></ul><ul><li>Who you can reach using social media </li></ul><ul><li>The “unwritten rules” of social media </li></ul><ul><li>How to gather “quality” online followers </li></ul><ul><li>What people want </li></ul><ul><li>Example campaigns </li></ul>Today we will cover…
  3. 3. Are you blind to the power of social media?
  4. 4. Social Media is… <ul><li>A social instrument of communication </li></ul><ul><li>A website that asks for your opinion </li></ul><ul><li>A website where the information is partially by the author and partially by those who have interacted with it. </li></ul>
  5. 8. Through social media… … your customers control your brand’s online reputation
  6. 10. 78% of users trust content… … posted by their peers more than that posted by companies
  7. 11. “ YOU can’t say it. You have to get other people to say it to each other.” - James Farley, CMO, Ford
  8. 12. Social Media – the worlds biggest networking event
  9. 13. If you’re not involved in the conversation … the message about your brand may be wrong.
  10. 14. You can use social media to… <ul><li>Demonstrate expertise </li></ul><ul><li>Acquire and retain customers </li></ul><ul><li>Build a community around your brand </li></ul><ul><li>Develop a voice, online </li></ul><ul><li>Communicate </li></ul><ul><li>Get found (in search engines) </li></ul>
  11. 16. Aren’t all social media users “young people”?
  12. 21. Facts about Twitter… <ul><li>Over 75 million users </li></ul><ul><li>64% of Twitter users are over 35 years old </li></ul><ul><li>57% of users total household income exceeds NZ$80K p/a </li></ul><ul><li>55.3% of Twitter user are female </li></ul><ul><li>31.7% update their account at least once a day </li></ul><ul><li>23.8% update their profiles several times a week </li></ul>January 2010 statistics
  13. 23. How does Twitter work? <ul><li>It’s a micro-blogging site </li></ul><ul><li>It limits posts to 140 characters long </li></ul><ul><li>It keeps marketing snappy and to-the-point </li></ul><ul><li>A series of acronyms and symbols have evolved to make posting within the 140 character limit easier. </li></ul>
  14. 24. Deciphering Twitter… <ul><li>Tweet - a post on Twitter </li></ul><ul><li>Tweep or Twit – a person who uses Twitter </li></ul><ul><li>Follower – someone who tracks your tweets </li></ul><ul><li>@xploreNET – a tweet that is to (or references) another Twit </li></ul><ul><li>RT (aka Re-tweet) – forwarding on a Tweet to your followers </li></ul><ul><li>D @ or DM @ (aka Direct Message) – private message </li></ul><ul><li># (aka Hash Tag) – a topic of conversation </li></ul>
  15. 27. What should I tweet? <ul><li>You reap what you sow - keep your tweets related to your area of expertise – not what you had for lunch. </li></ul><ul><li>Keep a 5/1 ratio - it’s not all about you – make sure you comment/respond to others </li></ul><ul><li>If you’re a B2C, don’t just hard sell - talk about your products, just make sure that’s not all you say. </li></ul><ul><li>Listen to your customers - use to find out what they want. </li></ul>
  16. 29. B2C’s should tweet about: <ul><li>New products </li></ul><ul><li>Twitter-only specials (give them a reason to follow you) </li></ul><ul><li>Industry news and trends </li></ul><ul><li>Respond to follower comments about your products </li></ul><ul><li>Re-tweet compliments from customers </li></ul><ul><li>Respond to the good and the bad comments </li></ul>
  17. 30. B2B’s should use Twitter to: <ul><li>Tweet about industry related news </li></ul><ul><li>Encourage followers to ask you questions and answer them - demonstrate your expertise </li></ul><ul><li>Research followers to identify a need for your expertise </li></ul><ul><li>Re-tweet compliments from clients </li></ul><ul><li>Re-tweet complimentary business professionals </li></ul><ul><li>Keep the 5/1 ratio with tweets about yourself vs others </li></ul>
  18. 32. Facts about Facebook… <ul><li>Over 400 million users </li></ul><ul><li>50% of users log on, on a daily basis </li></ul><ul><li>The average user spends over an hour on Facebook </li></ul><ul><li>Over 20% of users update their status each day </li></ul><ul><li>The average user becomes a fan of 4 Facebook pages a month </li></ul><ul><li>61% of users are over 35 years old </li></ul><ul><li>The average user has 130 Facebook friends </li></ul>January 2010 statistics
  19. 33. Facebook is made up of… <ul><li>Personal profiles </li></ul><ul><li>Facebook fan pages </li></ul><ul><li>Groups </li></ul><ul><li>Applications </li></ul>
  20. 34. Personal profiles
  21. 35. Personal profiles
  22. 36. “ Wall” posts and comments
  23. 37. The “wall” records user activity
  24. 38. Groups are to share interests
  25. 39. Fan pages are for businesses <ul><li>Public by default (giving you exposure) </li></ul><ul><li>Allow interested Facebook users to become a “fan” </li></ul><ul><li>Fans can comment on posts and leave messages </li></ul><ul><li>Fans can participate in discussions on the page </li></ul><ul><li>Fans are subscribers to your brand </li></ul>
  26. 40. Bailey Dawg’s Facebook campaign
  27. 41. Using this custom tab, fans can… - View her YouTube videos
  28. 42. Using this custom tab, fans can… - Read Bailey’s blog
  29. 43. Using this custom tab, fans can… - Participate in the community
  30. 45. Bailey’s Facebook content… <ul><li>Status updates – what she’s doing right now </li></ul><ul><li>Videos – surveillance of her escapes, etc </li></ul><ul><li>Photos – including those uploaded by fans </li></ul><ul><li>Pet hints and tips – saved in her “notes” tab </li></ul><ul><li>Pet related news and views </li></ul>
  31. 46. Facebook fan pages provide stats on… <ul><li>The gender and age distribution of your fans </li></ul><ul><li>Top countries and cities interested in your page </li></ul>
  32. 47. Facebook fan pages provide stats on… <ul><li>Page views </li></ul>
  33. 48. Facebook fan pages provide stats on… <ul><li>Media consumption </li></ul>
  34. 49. Facebook fan pages provide stats on… <ul><li>Page interactions </li></ul>
  35. 50. Every post to your Facebook page… … helps news about it spread via auto-updates to user’s personal “walls”.
  36. 52. On the 19 th Feb 2010 Animal Planet arrived…
  37. 53. Why do so many pages fail? <ul><li>No strategy </li></ul><ul><li>Too much marketing “spin” </li></ul><ul><li>Don’t try to engage fans </li></ul><ul><li>Never post anything </li></ul><ul><li>Don’t reply to fan posts </li></ul><ul><li>Nothing but a “hard sell” </li></ul><ul><li>Antagonise their fans </li></ul>
  38. 54. Nestle’s social media disaster…
  39. 55. Upset fans start changing their profile pics…
  40. 56. Never tell fans what they are allowed to do…
  41. 57. Fans started “attacking” the page…
  42. 59. Facts about LinkedIn… <ul><li>Ideal for B2B’s </li></ul><ul><li>Over 60 million registered users (in over 200 countries) </li></ul><ul><li>71% of users are over 35 years old </li></ul><ul><li>No official statistics on frequency of use </li></ul><ul><li>No official statistics on number of NZ users </li></ul>
  43. 60. LinkedIn is comprised of… <ul><li>Personal profiles </li></ul><ul><li>Company profiles </li></ul><ul><li>Groups </li></ul><ul><li>Forums </li></ul>
  44. 61. LinkedIn Personal Profiles…
  45. 62. LinkedIn Company Profiles… <ul><li>Company overview </li></ul><ul><li>Company statistics </li></ul><ul><li>Areas of expertise </li></ul><ul><li>Employee History </li></ul><ul><li>Contact details </li></ul>
  46. 63. LinkedIn Groups…
  47. 64. Using LinkedIn to profile your B2B <ul><li>Import contacts and stay connected </li></ul><ul><li>Find out who your contacts know </li></ul><ul><li>Get introduced to key contacts </li></ul><ul><li>Cater your personal profile to your target market </li></ul><ul><li>Request recommendations from other users </li></ul><ul><li>Demonstrate your expertise by answering questions </li></ul>
  48. 65. Want to know more? <ul><li>Call: NZ Freephone 0800 100 900 or +64 (0)6 8342482 </li></ul><ul><li>Email: </li></ul><ul><li>Visit: </li></ul><ul><li>Follow: </li></ul><ul><li>Become a fan of : </li></ul>