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Social 101

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Social 101

  1. 1. Social Media 101 for Business
  2. 2. AJ GerritsonFounding Partner 617.986.0224 aj@451marketing.com linkedin.com/in/ajgerritson @ajgerritsonwww.451Marketing.com
  3. 3. Agenda• Defining Social Media• Review of Major Tools and Goals • Twitter • Facebook • LinkedIn • Blog• Social Media Best Practices• Q&A
  4. 4. What is Social Media?
  5. 5. Communication is Changing
  6. 6. of people trust peer recommendations Only 14% trust advertisements (Qualmann, Socialnomics, 2010)
  7. 7. Word of mouth at unprecedented scale Facebook population Friends of fans 60M friends Fan base 500K fans US data
  8. 8. $6,000 +314%US$ Spent on Social $5,000 (Millions) $4,000 $3,000 $2,000 $1,000 $0 2011 2012 2013 2014 2015 2016 (Forrester Research, 2011)
  9. 9. Why Should OurBrand Use Social Media?
  10. 10. Demonstrate Value – Users See Youas Reliable, Responsive, Intelligent
  11. 11. Increase Sales, Loyalty andAwareness
  12. 12. Gauge Your Audience:The New, Digital Focus Group
  13. 13. Today We’ll Cover Four Major Tools
  14. 14. Social Tools Explained… I’m eating a #doughnut I ‘like’ doughnuts and doughnut- eating groups I have doughnut-eating skills and expertise These are my opinions and expertise on doughnuts …Using Doughnuts
  15. 15. (I’m eating a #doughnut)
  16. 16. January 15, 2009
  17. 17. > 500 Million Accounts91% of active userspolled follow a brand 7.8 million brand recommendations each month 39% of companies have acquired new customers using Twitter
  18. 18. Goals for Using Twitter: 1. Engage Current Fans & Increase Awareness 2. Increase Traffic to Website 3. Customer Service 4. Marketing/Competitive Research
  19. 19. Anatomy of a Tweet Handle Credit the Source Content @451HeatCheck out our latest blog post by @maxesilver"Not -So-Quiet Riot: Why Boston’s #RubyRiotWas a Success" http://ow.ly/4Zn3D Link #Hashtag ≤ 140 Characters
  20. 20. What is a #Hashtag? Twitter users use the # symbol, called a hashtag, to mark keywords or topics in a tweet.Hashtags help to categorize the content and context of Twitter messages.
  21. 21. Trending Topics(Often comprised of #hashtags)
  22. 22. Twitter Interactions Question @Reply Retweet With Context Content
  23. 23. Opportunity to Extend Your Brand
  24. 24. Proven Ways to Get More Followers1. Show who you are – a complete bio2. Stop talking about yourself – don’t be that guy at the cocktail party3. Identify yourself authoritatively4. Avoid negativity - like sadness, aggression, negative emotions and feelings, and morbid comments (Dan Zarella, HubSpot)
  25. 25. Who Should You Follow? • People you want to engage with: • Customers • Potential customers • People in your industry: • Competitors • Partners • Industry influencers
  26. 26. (I ‘like’ doughnuts and doughnut-eating groups)
  27. 27. Over 900 Million Users (if it were a country, it would be the 3rd most populated)51%of Facebook fans morelikely to buy from a 41%company they of companies using Facebook have acquired new customers from it 40% of users 35 years or older
  28. 28. Goals for Using Facebook: 1. Branding and Loyalty 2. Increase Fans & Awareness 3. Sales (sometimes) 4. Customer Service
  29. 29. Anatomy of a FB PostAuthor Content Link Picture ≤ 250Characters
  30. 30. Opportunity to Extend Your Brand
  31. 31. (I have doughnut-eating skills and expertise)
  32. 32. Over 161 Million Members (a new member joins every second) >1,000,000 groups 43 years old/ $107,000 annual income Women 42% Men 58%
  33. 33. Goals for Using LinkedIn: 1. Network with Potential Clients 2. Build Profile and Network in Your Industry 3. Showcase Brand, Products, Thought Leaders
  34. 34. Optimize Profile
  35. 35. Engage in Community AJ Gerritson
  36. 36. Leverage Groups
  37. 37. Set Alerts
  38. 38. (These are my opinions and expertise on doughnuts)
  39. 39. Companies With a57%have acquired a customerthrough their blog 55% more web traffic 70% more leads
  40. 40. Goals for Using a Blog: 1. Increase Brand Awareness 2. Increase Traffic to Website, Online Visibility 3. Establish Brand/Corporate Figures as Thought Leaders 4. Show Personality
  41. 41. Central place for content creation, establishing voice, and positioning thought leaders
  42. 42. Opportunity to Extend Your Brand
  43. 43. Leverage Thought Leaders
  44. 44. Social Media Best Practice
  45. 45. Listen
  46. 46. WHAT are people saying about your brand or product/services?WHERE are people discussing your brand or products/services?WHO is discussing your brandonline?
  47. 47. Also Listen For…Industry CompetitorsNews #TrendingTopics
  48. 48. Establish Your Voice
  49. 49. Depending on your brand, your voicecan take on different tone… Conversational/Casual News Source/Formal
  50. 50. Show Brand Personality
  51. 51. Ask
  52. 52. Respond
  53. 53. Reward
  54. 54. Champion Your Stakeholders
  55. 55. Use Your Tools
  56. 56. Questions?
  57. 57. – Founded in 2004– 30 Communications Professionals Based in Boston– Partners Nicholas Lowe, AJ Gerritson, and Tom Lee– Named a 2011 & 2012
  58. 58. AJ GerritsonFounding Partner 617.986.0224 aj@451marketing.com linkedin.com/in/ajgerritson @ajgerritsonwww.451Marketing.com
  59. 59. Social Media 101 for Business

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