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Social Media for Business: An Introduction
 

Social Media for Business: An Introduction

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Introduction to Social Media for Business Seminar presentation.

Introduction to Social Media for Business Seminar presentation.

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    Social Media for Business: An Introduction Social Media for Business: An Introduction Presentation Transcript

    • Social Media for Business An Introductory Seminar for Small Business Owners Monday, June 28, 2010
    • Who am I? Monday, June 28, 2010
    • 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 marketing Monday, June 28, 2010
    • Enough about me. Who are you? Monday, June 28, 2010
    • •Name •Where are you from (Company/Industry) •Why are you interested in learning about social media? Monday, June 28, 2010
    • What Are We Going to Talk About Today? Monday, June 28, 2010
    • • 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 Networks (FourSquare, GoWalla) - Social Networking (Facebook, LinkedIn, MySpace) - Podcasting and LiveCasting (Ustream, Justin.tv) • Common Questions • Where should you start? Monday, June 28, 2010
    • What is social media? Monday, June 28, 2010
    • Social media is a category of sites based on user participation & user- generated content Monday, June 28, 2010
    • 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.” Monday, June 28, 2010
    • Who Is Using Social Media? P O W E R E D b y S E R V I C E™ Monday, June 28, 2010
    • Who Is Using Social Media? Monday, June 28, 2010
    • Why should you care? Monday, June 28, 2010
    • 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. -Exponential. Monday, June 28, 2010
    • It is affecting you • The internet is everywhere, and it has changed the game. - mobile, search, location • Television viewing, radio listening is eroding • Newspaper reading is declining • People are avoiding advertising - too much noise Monday, June 28, 2010
    • 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.” Monday, June 28, 2010
    • 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. Monday, June 28, 2010
    • 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. Timing is everything. • Social media is already affecting you. Monday, June 28, 2010
    • The Power of Mommy -Bloggers “note to self...never piss off moms...especially twitter moms...they can be a nasty bunch ;)” Monday, June 28, 2010
    • Key Differences from Traditional Marketing Monday, June 28, 2010
    • • Puts the human factor back into marketing • Talking with your customers, not at your customers. It’s a two-way conversation. • Not about you. Monday, June 28, 2010
    • Losing Control • Must realize and accept that you do not control your social media. Your audience does. • Relax - it’s okay. Monday, June 28, 2010
    • 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 quantity Monday, June 28, 2010
    • Authenticity: must be genuine Transparency: must be clear about who you are, and why you are there Value: What are you providing that makes them feel special? What will make them remember you? Monday, June 28, 2010
    • Different types of Social Media Monday, June 28, 2010
    • Blogging and MicroBlogging Monday, June 28, 2010
    • Blog - web log: a shared online journal - You are now a publisher! - 346,000,000 - # of people globally who read blogs (2008) - Blogger, WordPress Monday, June 28, 2010
    • Monday, June 28, 2010
    • Blog • Establishes you as authority within your industry • Linkbacks and fresh, relevant content help search rankings • Take more time, commitment Monday, June 28, 2010
    • Blog Tips • Make your content easy to share. • Build relationships with other bloggers - Don’t spam! • Keywords, tags, links • Make your content easily available - RSS Feeds Monday, June 28, 2010
    • Monday, June 28, 2010
    • Case Study: Sun MicroSystems Monday, June 28, 2010
    • Micro-Blogging Short-form web log. Twitter, FriendFeed, Ping. Monday, June 28, 2010
    • Twitter “What are you doing?” vs. “What are you thinking?” Monday, June 28, 2010
    • • 75 million users as of December 2009. • Allows you 140 characters per “tweet” • Other people can “follow” you and you can “follow” them. • Fast-paced, real-time • A waste of time? Monday, June 28, 2010
    • 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 account Monday, June 28, 2010
    • TweetDeck Monday, June 28, 2010
    • Important to Listen First Monday, June 28, 2010
    • 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. Monday, June 28, 2010
    • Comcast Monday, June 28, 2010
    • Comcast Monday, June 28, 2010
    • Case Study: Dell • Over 650,000 followers on Twitter • Known as a value provider • Provided deals exclusively to people who followed @DellOutlets Monday, June 28, 2010
    • Case Study: Dell • As of June 2009, Dell had made $3 million dollars from Twitter - Coupons - Customer Service - Seamless integration with Facebook Monday, June 28, 2010
    • Video and Photo Sharing Monday, June 28, 2010
    • Video & Photo Sharing • 178 million U.S. internet users watched online videos in May 2010. • Flickr hosts more than 4 billion images, 2.5 billion images uploaded to Facebook every month (Jan. 2010) Monday, June 28, 2010
    • 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 channel Monday, June 28, 2010
    • Case Study: BlendTec Monday, June 28, 2010
    • Case Study: BlendTec • Viewed 7,238,341 in 2 months • 500% increase in sales • Shows the quality of the product • Memorable, Fun Monday, June 28, 2010
    • Case Study: Philly Cream Cheese • Business goal was to relaunch product after a product launch failure • Adam and Tyler had a mission • Partnered with JetBlue • Fun, gave reason to come back and visit, got audience to participate by asking them for suggestions, used various platforms. Monday, June 28, 2010
    • Photo Sharing • Effective use of tagging, captions, • Great way to showcase products • Post high quality pictures • Question of ethics big in this area Monday, June 28, 2010
    • Monday, June 28, 2010
    • Location Based Networks Monday, June 28, 2010
    • 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) Monday, June 28, 2010
    • Foursquare • Allows users to check-in to places they visit • Users add venues • Users earn badges and “mayorship” based on loyalty and recency Monday, June 28, 2010
    • 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. Monday, June 28, 2010
    • Case Study: Starbucks Monday, June 28, 2010
    • Social Networks Monday, June 28, 2010
    • 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 Networks Monday, June 28, 2010
    • LinkedIn • Over 50 million members worldwide (Jan 2010) • People, Groups, Discussions, Events • Find jobs, find employees Monday, June 28, 2010
    • LinkedIn Tips • Keep your profile up to date • Get recommendations • Make use of LinkedIn Groups -Answer questions relevant to your industry Monday, June 28, 2010
    • Facebook • The big kahuna • Over 350 million users (Jan 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 Monday, June 28, 2010
    • 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 interests Monday, June 28, 2010
    • Facebook • Pages - What you should use for your business - Users choose to “like” your business - “Boxes” good way to brand your page - Allow you to post events, notes, videos, photos - Custom applications (games, eCommerce) Monday, June 28, 2010
    • Facebook Tips • Welcome and encourage fan content and interaction • Don’t spam your fans • Keep search in mind • Non-profit - Facebook Causes • Consider Facebook Ads Monday, June 28, 2010
    • Case Study: Susan G. Komen for the Cure Monday, June 28, 2010
    • Case Study: Victoria’s Secret http://www.facebook.com/video/video.php?v=425736693342 Monday, June 28, 2010
    • MySpace Monday, June 28, 2010
    • Kids Monday, June 28, 2010
    • Niche Monday, June 28, 2010
    • Podcasting and Video Streaming Monday, June 28, 2010
    • 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 credibility Monday, June 28, 2010
    • 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 speaker Monday, June 28, 2010
    • Video Streaming • UStream, JustinTV • Platforms allow you to share real-time video • Allow you to extend your reach Monday, June 28, 2010
    • 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 boxes Monday, June 28, 2010
    • Case Study: Domino’s Pizza Monday, June 28, 2010
    • Case Study: Starbucks Monday, June 28, 2010
    • Case Study: Verizon Monday, June 28, 2010
    • Case Study: Nestle • “The chocolate has hit the fan, or in this instance, all 92,163 fans.” • “Thanks for the lesson in manners, but it’s our page, we set the rules” • “Your page, your rules, true and you just lost a customer. Won the battle and lost the war, happy?” Monday, June 28, 2010
    • Important Questions Monday, June 28, 2010
    • How can I use social media to drive my bottom line? Monday, June 28, 2010
    • • Streamline and improve customer service • Connect with new leads and resources • Increase your search rankings • Develop credibility within your industry • Find employees and partners Monday, June 28, 2010
    • Is traditional media dead? Monday, June 28, 2010
    • Social Media is an addition to your marketing plan - not a replacement Monday, June 28, 2010
    • Use Traditional Marketing to Maximize • Link to your social networks from your website • Let your customers know when something is going on through an email Monday, June 28, 2010
    • Is it a fad? Monday, June 28, 2010
    • Upcoming Trends •Video •Search •Location •Mobile •Policies Monday, June 28, 2010
    • 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, insurance Monday, June 28, 2010
    • Policies • Our social media purpose is __________ • Be responsible and authentic • Protect confidential information • Consider the audience & exercise good judgement • Respect copyrights • Bring value • Can they do this during their work day? Monday, June 28, 2010
    • Who should be “tweeting” for me? Monday, June 28, 2010
    • Selecting the right person • Intern? • CEO? • Critical to have the right person managing your accounts Monday, June 28, 2010
    • Is social media the “magic” fix? Monday, June 28, 2010
    • You must have a good product or service. Bottom line. Monday, June 28, 2010
    • How do I balance my business and personal profiles? Monday, June 28, 2010
    • The “Personal” Brand • Each of you in this room are now your own brand • Employers are increasingly running Google searches on their current and prospective employees • Separate accounts? - Monitor what you are being tagged in - Set Google alerts for yourself - Be honest Monday, June 28, 2010
    • Is social media free? Monday, June 28, 2010
    • • Many of the tools are free • Major investment is in time, resources Monday, June 28, 2010
    • Can I track social media results? Monday, June 28, 2010
    • Analytics Tools • Google analytics • Facebook Insights • Twitalyzer • Foursquare analytics Monday, June 28, 2010
    • Getting Started Monday, June 28, 2010
    • Listen LISTEN Find out what your GOALS audience is saying. Where are they spending PLAN their time? EXECUTE What are your competitors doing? ANALYZE Monday, June 28, 2010
    • Monitter.com Monday, June 28, 2010
    • google.com/alerts Monday, June 28, 2010
    • 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%. Monday, June 28, 2010
    • 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. Monday, June 28, 2010
    • LISTEN Execute GOALS Execute and monitor your PLAN campaign. Reply to comments, EXECUTE feedback, questions. ANALYZE Monday, June 28, 2010
    • Analyze LISTEN Look through your GOALS analytics reports. PLAN Measure success. EXECUTE ANALYZE Monday, June 28, 2010
    • Questions Monday, June 28, 2010
    • Resources Monday, June 28, 2010
    • Groundswell Mashable.com SmartBrief.com @mlackey, maribel@zunostudios.com Client Corner zunostudios.com/blog Monday, June 28, 2010
    • Thank you... And thanks to our sponsor! facebook.com/FreshBrothers twitter.com/FreshBrothers Monday, June 28, 2010