Social Media for Business           An Introductory Seminar for Small Business OwnersFriday, February 11, 2011
Who am I?Friday, February 11, 2011
Maribel Lackey      •  Director of New Media at Zuno Studios           - Help businesses optimize their online presence   ...
Enough about me.                       Who are you?Friday, February 11, 2011
•Name      •Where are you from (Company)      •Why are you interested in learning about social       media?Friday, Februar...
What Are We Going                        to Talk About Today?Friday, February 11, 2011
•   What is social media?              •   How does social media differ from traditional                  marketing?      ...
What is social media?Friday, February 11, 2011
Social media is a category of                         sites based on user                        participation & user-    ...
In english please:             - Sites are interactive: it is not a brand speaking             at consumers, it is a two-w...
Who Is Using Social Media?                            P O W E R E D b y S E R V I C E™Friday, February 11, 2011
Who Is Using Social Media?Friday, February 11, 2011
Why should you care?Friday, February 11, 2011
Good News for Small                 Business                      -Social media has afforded everyone the tools           ...
It is affecting you              •   The internet is everywhere, and it has changed                  the game.            ...
They’re talking.                “If you are not out there telling your story, they               will make one up for you....
Mom’s vs. Motrin                •   Online ad posted on Saturday morning positioned                    “baby wearing” as a...
Motrin vs Moms                •   By Sunday, a 9 minute video of outraged moms on                    YouTube              ...
Big Lesson                      “note to self...never piss off moms...especially                       twitter moms...they...
Key Differences                            from Traditional                            MarketingFriday, February 11, 2011
•  Puts the human factor back into marketing                 •  Talking with your customers, not at your                 c...
Losing Control                 •  Must realize and accept that you do not control                 your social media. Your ...
Golden Rules of Social                 Media                  •  Listen                  •  Add value                  •  ...
Authenticity: must be genuine                Transparency: must be clear about who you                are, and why you are...
Blogging and                            MicroBloggingFriday, February 11, 2011
Blog                - web log: a shared online journal                - You are now a publisher!                - 77% of i...
Blog                Video: Blogs in Plain English                http://www.youtube.com/watch?v=NN2I1pWXjXIFriday, Februar...
Blog                 •  Establish you as authority within your industry                 •  Linkbacks and fresh, relevant c...
Blog Tips                 •  Make your content easy to share.                 •  Build relationships with other bloggers  ...
Case Study: Sun MicroSystemsFriday, February 11, 2011
Micro-Blogging                Short-form web log.                Twitter, FriendFeed, Ping.Friday, February 11, 2011
Twitter                            “What are you doing?”                                     vs.                          ...
•  190 million users as of June 2010.                  •  Allows you 140 characters per “tweet”                  •  Other ...
Twitter Speak                  •  DM                       - Can only send DMs to those who follow you.                   ...
TweetDeckFriday, February 11, 2011
Important to Listen FirstFriday, February 11, 2011
Case Study: ComCast                Comcast employee falls asleep at customer’s                house. Customer caught it on...
ComcastFriday, February 11, 2011
ComcastFriday, February 11, 2011
Case Study: Dell                •   Over 1.5 million followers on Twitter                •   Known as a value provider    ...
Case Study: Dell                •   As of Dec. 2009, Dell had made $6.5 million                    dollars from TwitterFri...
What could you do?                •   Blog on haircare, reviews on hair care products                •   Exclusive sales o...
Video and Photo                                SharingFriday, February 11, 2011
Video & Photo Sharing                 • Avg. internet user watches 186 online videos per month                 (U.S.)     ...
Video                 •  Keep it short and sweet                 •  How can you make a video go viral?                    ...
Case Study: BlendTec               •   Viewed 7,238,341 in 10 months               •   Shows the quality of the product   ...
Case Study: BlendTec               •   BlendTec Video:               http://www.youtube.com/watch?v=lAl28d6tbkoFriday, Feb...
YouTube BrandingFriday, February 11, 2011
What could you do?                •   How to fit a product correctly                •   Step-by-step exercise and benefits...
Photo Sharing                 •  Effective use of tagging, captions,                 •  Great way to showcase products    ...
Friday, February 11, 2011
Location & Offer                            Based NetworksFriday, February 11, 2011
Location-based                 •  Growth of mobile feeding the growth of                 location-based networks.         ...
Foursquare                 •  Allows users to check-in to places they visit                 •  Users add venues           ...
Case Study: Fresh Brothers              •   Jon became “mayor” of Fresh Brothers                  Redondo Beach.          ...
Case Study: Fresh BrothersFriday, February 11, 2011
Case Study: StarbucksFriday, February 11, 2011
Offer-based                 •  Groupon, Living Social                 •  1 day or limited offers                 •  Create...
Friday, February 11, 2011
Offer-based                 •  Must be prepared to handle traffic                 •  Some users only there for deal       ...
What could you do?                •   Mayor gets 10% off                •   Every 10th checkin you get a free session     ...
Social NetworksFriday, February 11, 2011
Social Networking Sites                •  Allow you to connect with like-minded people,                friends and family ...
LinkedIn               •  Over 90 million members worldwide (Jan 2011)               •  People, Groups, Discussions, Event...
LinkedIn Tips                 •  Keep your profile up to date                 •  Get recommendations                 •  Ma...
Facebook                 • The big kahuna                 • Over 600 million users (Dec. 2010)                 • 50% of it...
Facebook                 •  Profile                            - For personal use.                            - If connect...
Facebook                 •  Pages                            -What you should use for your business                       ...
Facebook Tips                 •  Welcome and encourage fan content and                 interaction                 •  Don’...
Case Study: Susan G. Komen                        for the CureFriday, February 11, 2011
Case Study: Victoria’s Secret                            http://www.facebook.com/video/video.php?v=425736693342Friday, Feb...
NicheFriday, February 11, 2011
What could you do?                •   Exclusive fan deals                •   Share good press - awards, testimonials, Yelp...
Podcasting and                            Video StreamingFriday, February 11, 2011
Podcasting                 •  Broadcasting + iPod                 •  digital or audio files made available online         ...
PodCasting                 •  You now have access to a radio tower!                            - microphone, computer, int...
Video Streaming                 •  UStream, JustinTV                 •  Platforms allow you to share real-time video      ...
Case Study: Domino’s Pizza       •   Understands his target           audience       •   Has fun                          ...
Case Study: Domino’s PizzaFriday, February 11, 2011
Case Study: StarbucksFriday, February 11, 2011
Case Study: VerizonFriday, February 11, 2011
Important QuestionsFriday, February 11, 2011
How can I use                            social media to                            drive my bottom                       ...
•  Streamline and improve customer service                 •  Connect with new leads and resources                 •  Incr...
Is traditional                            media dead?Friday, February 11, 2011
Social Media is an               addition to your               marketing plan - not a               replacementFriday, Fe...
Use Traditional Marketing          to Maximze                 •  Link to your social networks from your website           ...
Is it a fad?Friday, February 11, 2011
Upcoming Trends                 •Video                 •Search                 •Location                 •Mobile          ...
Policies                 •  Encourage your employees to tweet about your                 brand but give them structure.   ...
Is social media                            the “magic” fix?Friday, February 11, 2011
You must have a good               product or service.               Bottom line.Friday, February 11, 2011
How do I balance my                            business and                            personal profiles?Friday, February ...
The “Personal” Brand                 • Each of you in this room are now your own brand                 • Employers are inc...
Is social media                            free?Friday, February 11, 2011
Can I track                            social media                              results?Friday, February 11, 2011
Analytics Tools                 •  Google analytics                 •  Facebook Insights                 •  Twitalyzer, Kl...
Getting StartedFriday, February 11, 2011
LISTEN                            GOALS                             PLAN                            EXECUTE               ...
Listen                            LISTEN                                      Find out what your                          ...
Monitter.comFriday, February 11, 2011
google.com/alertsFriday, February 11, 2011
LISTEN                                      Goals                            GOALS     Determine what it is you           ...
LISTEN    Plan                                      Determine your target                            GOALS     audience.  ...
LISTEN                                      Execute                            GOALS                                      ...
Analyze                            LISTEN                                      Look through your                          ...
ResourcesFriday, February 11, 2011
Groundswell                Mashable.com                SmartBrief.com                @mlackey, maribel@zunostudios.com    ...
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Social Media for Business: An Introductory Seminar February 2011

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Social Media for Business: An Introductory Seminar February 2011

  1. 1. Social Media for Business An Introductory Seminar for Small Business OwnersFriday, February 11, 2011
  2. 2. Who am I?Friday, February 11, 2011
  3. 3. Maribel Lackey • Director of New Media at Zuno Studios - Help businesses optimize their online presence - web design & development - social media strategy consulting & execution • Background in traditional advertising and marketingFriday, February 11, 2011
  4. 4. Enough about me. Who are you?Friday, February 11, 2011
  5. 5. •Name •Where are you from (Company) •Why are you interested in learning about social media?Friday, February 11, 2011
  6. 6. What Are We Going to Talk About Today?Friday, February 11, 2011
  7. 7. • What is social media? • How does social media differ from traditional marketing? • Various types of Social Media - Case Studies - Blogging and Microblogging (Twitter) - Video and Photo Sharing (YouTube, Flickr) - Location-Based and Offer-Based Networks (FourSquare, Groupon) - Social Networking (Facebook, LinkedIn, MySpace) - Podcasting and LiveCasting (Ustream, Justin.tv) • How can you use it to drive your bottom line? • Where should you start?Friday, February 11, 2011
  8. 8. What is social media?Friday, February 11, 2011
  9. 9. Social media is a category of sites based on user participation & user- generated contentFriday, February 11, 2011
  10. 10. In english please: - Sites are interactive: it is not a brand speaking at consumers, it is a two-way conversation. - NEED consumer interaction in order to truly succeed. - “It’s not what you say, it’s what they say that matters.”Friday, February 11, 2011
  11. 11. Who Is Using Social Media? P O W E R E D b y S E R V I C E™Friday, February 11, 2011
  12. 12. Who Is Using Social Media?Friday, February 11, 2011
  13. 13. Why should you care?Friday, February 11, 2011
  14. 14. Good News for Small Business -Social media has afforded everyone the tools to publish, broadcast and compete on a more leveled playing field. -No longer dependent on big budgets. -Location-based applications and networks allow you to compete with big brands.Friday, February 11, 2011
  15. 15. It is affecting you • The internet is everywhere, and it has changed the game. - mobile, search, location • Television viewing, radio listening is eroding • Newspaper/Magazine reading is declining • People are avoiding advertising - too much noiseFriday, February 11, 2011
  16. 16. They’re talking. “If you are not out there telling your story, they will make one up for you. And that will inevitably become reality.”Friday, February 11, 2011
  17. 17. Mom’s vs. Motrin • Online ad posted on Saturday morning positioned “baby wearing” as a fashion statement • Mommy bloggers were outraged - voiced it on Twitter • Most tweeted about subject on Twitter by Saturday evening. • Motrin did nothing.Friday, February 11, 2011
  18. 18. Motrin vs Moms • By Sunday, a 9 minute video of outraged moms on YouTube • Mommy-bloggers began calling for boycotts and got ad agency on the phone. • Motrin’s ad agency did not know about Twitter. • Motrin removed ad and sent apology - but waited too long. • Social media is already affecting you.Friday, February 11, 2011
  19. 19. Big Lesson “note to self...never piss off moms...especially twitter moms...they can be a nasty bunch ;)”Friday, February 11, 2011
  20. 20. Key Differences from Traditional MarketingFriday, February 11, 2011
  21. 21. • Puts the human factor back into marketing • Talking with your customers, not at your customers. It’s a two-way conversation. • Not about you.Friday, February 11, 2011
  22. 22. Losing Control • Must realize and accept that you do not control your social media. Your audience does. • Relax - it’s okay.Friday, February 11, 2011
  23. 23. Golden Rules of Social Media • Listen • Add value • No hard-selling • Engage and interact • Be real, be nice, be honest, be grateful • Focus on quality, not quantityFriday, February 11, 2011
  24. 24. Authenticity: must be genuine Transparency: must be clear about who you are, and why you are thereFriday, February 11, 2011
  25. 25. Blogging and MicroBloggingFriday, February 11, 2011
  26. 26. Blog - web log: a shared online journal - You are now a publisher! - 77% of internet users read blogs (March 2010)Friday, February 11, 2011
  27. 27. Blog Video: Blogs in Plain English http://www.youtube.com/watch?v=NN2I1pWXjXIFriday, February 11, 2011
  28. 28. Blog • Establish you as authority within your industry • Linkbacks and fresh, relevant content help search rankings • Take more time, commitmentFriday, February 11, 2011
  29. 29. Blog Tips • Make your content easy to share. • Build relationships with other bloggers - Don’t spam! • Make your content easily available - RSS Feeds • Keywords, tags, linksFriday, February 11, 2011
  30. 30. Case Study: Sun MicroSystemsFriday, February 11, 2011
  31. 31. Micro-Blogging Short-form web log. Twitter, FriendFeed, Ping.Friday, February 11, 2011
  32. 32. Twitter “What are you doing?” vs. “What are you thinking?”Friday, February 11, 2011
  33. 33. • 190 million users as of June 2010. • Allows you 140 characters per “tweet” • Other people can “follow” you and they can “follow” you. • Fast-paced, real-time • A waste of time?Friday, February 11, 2011
  34. 34. Twitter Speak • DM - Can only send DMs to those who follow you. - Where the “magic” happens. •#HashTags - allow you to organize and search •TwitPic, TweetPhoto - apps that allow you to share photos through your Twitter account •TweetDeck, HootSuite - apps that allow you to monitor your Twitter accountFriday, February 11, 2011
  35. 35. TweetDeckFriday, February 11, 2011
  36. 36. Important to Listen FirstFriday, February 11, 2011
  37. 37. Case Study: ComCast Comcast employee falls asleep at customer’s house. Customer caught it on video and posted it onto YouTube. - Video watched over 130,000 times. - Ended up on news - Client not satisfied with Comcast’s response Used Twitter to fight bad PR with @ComcastCares account.Friday, February 11, 2011
  38. 38. ComcastFriday, February 11, 2011
  39. 39. ComcastFriday, February 11, 2011
  40. 40. Case Study: Dell • Over 1.5 million followers on Twitter • Known as a value provider • Provided deals exclusively to people who followed @DellOutletsFriday, February 11, 2011
  41. 41. Case Study: Dell • As of Dec. 2009, Dell had made $6.5 million dollars from TwitterFriday, February 11, 2011
  42. 42. What could you do? • Blog on haircare, reviews on hair care products • Exclusive sales on Twitter • Blog on exercise and healthy living - Myth busters - Receipes - How To-sFriday, February 11, 2011
  43. 43. Video and Photo SharingFriday, February 11, 2011
  44. 44. Video & Photo Sharing • Avg. internet user watches 186 online videos per month (U.S.) • 2+ billion videos are watched per month on Facebook • Flickr hosts more than 5 billion images (Sept. 2010) • 3+ billion images uploaded to Facebook every monthFriday, February 11, 2011
  45. 45. Video • Keep it short and sweet • How can you make a video go viral? -Good Content -Make your video easy to share • Integrate on other platforms • Create and brand your YouTube channelFriday, February 11, 2011
  46. 46. Case Study: BlendTec • Viewed 7,238,341 in 10 months • Shows the quality of the product • Memorable, Fun • Keeps you coming backFriday, February 11, 2011
  47. 47. Case Study: BlendTec • BlendTec Video: http://www.youtube.com/watch?v=lAl28d6tbkoFriday, February 11, 2011
  48. 48. YouTube BrandingFriday, February 11, 2011
  49. 49. What could you do? • How to fit a product correctly • Step-by-step exercise and benefits • Hairstyle trends and “How To-s” - “This wedding season the top styles we’re seeing for brides are....” - How to recreate a celebrity hair styleFriday, February 11, 2011
  50. 50. Photo Sharing • Effective use of tagging, captions, • Great way to showcase products • Post high quality pictures • Question of ethics big in this areaFriday, February 11, 2011
  51. 51. Friday, February 11, 2011
  52. 52. Location & Offer Based NetworksFriday, February 11, 2011
  53. 53. Location-based • Growth of mobile feeding the growth of location-based networks. - Foursquare, Gowalla, Facebook • HUGE for small, local businesses • 1 year after it’s launch, Foursquare had half a million users (March 2010)Friday, February 11, 2011
  54. 54. Foursquare • Allows users to check-in to places they visit • Users add venues • Users earn badges and “mayorship” based on loyalty and recencyFriday, February 11, 2011
  55. 55. Case Study: Fresh Brothers • Jon became “mayor” of Fresh Brothers Redondo Beach. • Message went out via Twitter, was picked up by Fresh Brothers. • Fresh Brothers welcomed their new mayor with a $25 off certificate made out to “Mayor Lackey” and a Fresh Brothers t-shirt.Friday, February 11, 2011
  56. 56. Case Study: Fresh BrothersFriday, February 11, 2011
  57. 57. Case Study: StarbucksFriday, February 11, 2011
  58. 58. Offer-based • Groupon, Living Social • 1 day or limited offers • Create a sense of urgency • Big traffic driversFriday, February 11, 2011
  59. 59. Friday, February 11, 2011
  60. 60. Offer-based • Must be prepared to handle traffic • Some users only there for deal • Some areas very competitive and harder to get deal publishedFriday, February 11, 2011
  61. 61. What could you do? • Mayor gets 10% off • Every 10th checkin you get a free session • Introduce a new product or service with a dealFriday, February 11, 2011
  62. 62. Social NetworksFriday, February 11, 2011
  63. 63. Social Networking Sites • Allow you to connect with like-minded people, friends and family • Social networks geared toward different groups Professional: LinkedIn, Facebook Pages Personal: Facebook, MySpace Kids: Club Penguine Niche: Ning, Corporate NetworksFriday, February 11, 2011
  64. 64. LinkedIn • Over 90 million members worldwide (Jan 2011) • People, Groups, Discussions, Events, Answers • Find jobs, find employeesFriday, February 11, 2011
  65. 65. LinkedIn Tips • Keep your profile up to date • Get recommendations • Make use of LinkedIn Groups -Answer questions relevant to your industryFriday, February 11, 2011
  66. 66. Facebook • The big kahuna • Over 600 million users (Dec. 2010) • 50% of it’s users log in every day • 69% of users are fans of 1 or more companies • Over 700,000 local businesses have pages on Facebook • 51% of brand followers will purchase that specific brandFriday, February 11, 2011
  67. 67. Facebook • Profile - For personal use. - If connected to friends and colleagues can get tricky • Groups - Limit the number of emails you can send out - Gather individuals with mutual interestsFriday, February 11, 2011
  68. 68. Facebook • Pages -What you should use for your business - Users choose to “like” your business - Allow you to post events, notes, videos, photos - Custom applications (games, eCommerce)Friday, February 11, 2011
  69. 69. Facebook Tips • Welcome and encourage fan content and interaction • Don’t spam your fans • Keep search in mind • Non-profit - Facebook Causes • Run targeted Facebook adsFriday, February 11, 2011
  70. 70. Case Study: Susan G. Komen for the CureFriday, February 11, 2011
  71. 71. Case Study: Victoria’s Secret http://www.facebook.com/video/video.php?v=425736693342Friday, February 11, 2011
  72. 72. NicheFriday, February 11, 2011
  73. 73. What could you do? • Exclusive fan deals • Share good press - awards, testimonials, Yelp reviews (Tweets I Appreciate) • Tip of the Day • FAQs • Central hub for all your contentFriday, February 11, 2011
  74. 74. Podcasting and Video StreamingFriday, February 11, 2011
  75. 75. Podcasting • Broadcasting + iPod • digital or audio files made available online • Listeners can subscribe to your podcasts, giving you regular access to them • Industry news, trends, interviews • Establishes credibilityFriday, February 11, 2011
  76. 76. PodCasting • You now have access to a radio tower! - microphone, computer, internet connection - iTune’s “Making a Podcast” • Do you need an iPod? • Takes time, regular commitment • Might be worth investing in a good speakerFriday, February 11, 2011
  77. 77. Video Streaming • UStream, JustinTV • Platforms allow you to share real-time video • Allow you to extend your reachFriday, February 11, 2011
  78. 78. Case Study: Domino’s Pizza • Understands his target audience • Has fun - Mayor responsibilities - $2 Pizza Offer - Guest pizza-makers for charity - Twitter Wall on pizza boxesFriday, February 11, 2011
  79. 79. Case Study: Domino’s PizzaFriday, February 11, 2011
  80. 80. Case Study: StarbucksFriday, February 11, 2011
  81. 81. Case Study: VerizonFriday, February 11, 2011
  82. 82. Important QuestionsFriday, February 11, 2011
  83. 83. How can I use social media to drive my bottom line?Friday, February 11, 2011
  84. 84. • Streamline and improve customer service • Connect with new leads and resources • Increase your search rankings • Develop credibility within your industry • Find employees and partnersFriday, February 11, 2011
  85. 85. Is traditional media dead?Friday, February 11, 2011
  86. 86. Social Media is an addition to your marketing plan - not a replacementFriday, February 11, 2011
  87. 87. Use Traditional Marketing to Maximze • Link to your social networks from your website • Let your customers know when something is going on through an emailFriday, February 11, 2011
  88. 88. Is it a fad?Friday, February 11, 2011
  89. 89. Upcoming Trends •Video •Search •Location •Mobile •PoliciesFriday, February 11, 2011
  90. 90. Policies • Encourage your employees to tweet about your brand but give them structure. • Make it a part of their employee handbook. • Critical for companies concerned about liability: healthcare, insuranceFriday, February 11, 2011
  91. 91. Is social media the “magic” fix?Friday, February 11, 2011
  92. 92. You must have a good product or service. Bottom line.Friday, February 11, 2011
  93. 93. How do I balance my business and personal profiles?Friday, February 11, 2011
  94. 94. The “Personal” Brand • Each of you in this room are now your own brand • Employers are increasing running Google searches on their current and prospective employees • Separate accounts? - Monitor what you are being tagged in.Friday, February 11, 2011
  95. 95. Is social media free?Friday, February 11, 2011
  96. 96. Can I track social media results?Friday, February 11, 2011
  97. 97. Analytics Tools • Google analytics • Facebook Insights • Twitalyzer, Klout • Foursquare analyticsFriday, February 11, 2011
  98. 98. Getting StartedFriday, February 11, 2011
  99. 99. LISTEN GOALS PLAN EXECUTE ANALYZEFriday, February 11, 2011
  100. 100. Listen LISTEN Find out what your GOALS audience is saying. Where are they spending PLAN their time? EXECUTE What are your competitors doing? ANALYZEFriday, February 11, 2011
  101. 101. Monitter.comFriday, February 11, 2011
  102. 102. google.com/alertsFriday, February 11, 2011
  103. 103. LISTEN Goals GOALS Determine what it is you want to accomplish. PLAN Make the goals as EXECUTE tangible as possible. - I want to get a new client from Twitter in the next 4 months. - I want to increase traffic to our ANALYZE website by 10%.Friday, February 11, 2011
  104. 104. LISTEN Plan Determine your target GOALS audience. PLAN Develop your plan/strategy. How can this tie in to your EXECUTE overall marketing? Determine who will be ANALYZE responsible.Friday, February 11, 2011
  105. 105. LISTEN Execute GOALS Execute and monitor your PLAN campaign. Reply to comments, EXECUTE feedback, questions. ANALYZEFriday, February 11, 2011
  106. 106. Analyze LISTEN Look through your GOALS analytics reports. PLAN Measure success. EXECUTE ANALYZEFriday, February 11, 2011
  107. 107. ResourcesFriday, February 11, 2011
  108. 108. Groundswell Mashable.com SmartBrief.com @mlackey, maribel@zunostudios.com Zuno Studios Blog zunostudios.com/blogFriday, February 11, 2011
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