Using Social Media to Promote YOUR Business


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Presentation for Small and Medium Business interested in learning more about Social Media and how to successfully implement it with their business.

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Using Social Media to Promote YOUR Business

  1. 1. Using Social Mediato Promote YOUR Business<br />
  2. 2. Introduction<br />This PowerPoint Presentation will be available at Cornerstone Solutions<br />
  3. 3. Agenda<br />What is Social Media and Why is it important<br />Five key Social Networks for your business<br /> Twitter<br /> Blogging<br /> LinkedIn<br /> Facebook<br /> YouTube<br />Social Media tips for Your Business<br />Case Study – 6 days for success<br />Monitoring & Analytics<br />Questions<br />
  4. 4. Is This Your Business?<br />
  5. 5. What is Social Media?<br />Wikipedia:<br /> “Social Media are media for social interaction, using highly accessible and scalable communication techniques. Social media is the use of web-based and mobile technologies to turn communication into interactive dialogue.”<br />Think . . . Business Cocktail Reception<br />. . . Without constraints of time or space<br /><ul><li>We meet people and start conversations
  6. 6. Ask questions – trust others’ advice
  7. 7. Answer questions – help others
  8. 8. Save business contacts as a resource for later</li></li></ul><li>Why You Should Care<br />Quick 2 minute video<br />May 2010<br /><br />
  9. 9. Social Media not Social Marketing<br />Social Media is NOT a marketing medium, it’s a conversation medium. <br />When brands try to use it as a direct marketing medium, they fail.<br />Social Media is NOT a fad, it is a fundamental shift in the way we communicate.<br />
  10. 10. That being said . . .<br />Rethinking Marketing<br />Outbound Marketing<br /><ul><li>Telemarketing
  11. 11. Trade shows
  12. 12. Print Ads
  13. 13. Radio / TV ads
  14. 14. Direct Mail
  15. 15. Fax blasts
  16. 16. Email blasts</li></ul>Inbound Marketing<br /><ul><li>SEO / SEM
  17. 17. Blogging
  18. 18. Social Media
  19. 19. RSS
  20. 20. Free tools / trials
  21. 21. Viral videos
  22. 22. Engagement</li></ul>Permission<br />Interruption<br />
  23. 23. The Social Web<br />
  24. 24. Sharing: How Social Networks Work<br />Your Valuable Content<br />
  25. 25. Some Social Media Features<br />Sharing: Allows you to distribute content to your social networks in batches.<br />Profiles: Allow you to position your expertise and qualifications to the social networks. The keywords in your profile(s) are vitally important. They have a strong impact on your search results.<br />Pages: Allow you to create specific content based on interest. This helps when you want to build targeted campaigns.<br />Groups: Allow you to engage with your potential clients based on their areas of interest. A great way to target specific markets for any campaign. <br />Search: Allows you to find and rank for specific keywords. Keywords are indexed by the search engines.<br />Messages: Allow you to privately engage with specific prospects with excellent response rates (typically 6% to 30% depending on message format and goal.)<br />Events: Allow you to promote events and see attendees to create follow-up strategies. Helps to create the ‘viralness’ desired by having attendees also promote the event through sharing.<br />Voting: Allows you to take the pulse of your market place, at little or no cost.<br />Applications: A wide variety of applications exist to customize almost any aspect of your Social Media strategy.<br />
  26. 26. What is Twitter?<br /><br />
  27. 27. Quick Look at the Basics<br /><ul><li>140 characters
  28. 28. Concept of “Followers”
  29. 29. @name
  30. 30. # tags (hash tags)
  31. 31. Short URLs ( or
  32. 32. RT (Re-Tweets)
  33. 33. DM (direct message) – only to followers
  34. 34. Etiquette
  35. 35. Thank You is important.</li></li></ul><li>Twitter Uses<br /><ul><li>Branding
  36. 36. Hiring
  37. 37. Traffic Building
  38. 38. Professional Networking
  39. 39. Publicity
  40. 40. News
  41. 41. Prospecting
  42. 42. Feedback
  43. 43. Peer relations
  44. 44. Competitive tracking
  45. 45. Search engine optimization
  46. 46. Mobile visibility</li></ul>$<br /><ul><li>Quick Communication
  47. 47. Distributing Content
  48. 48. Connecting
  49. 49. Promoting SM efforts
  50. 50. Real Time Search</li></li></ul><li>Don’t wait, just get started.<br /><ul><li>Find people with Common interests and follow them.
  51. 51. Find businesses in your field and follow them.
  52. 52. If you want followers, decide what you want to give them.</li></li></ul><li>Twitter Tips & Tricks<br /><ul><li>Follow key players in your industry
  53. 53. Read some of the posts daily
  54. 54. When you follow someone or they follow you, read their bio completely and maybe do a bit more searching
  55. 55. is “The Twitter of Yellow Pages.”
  56. 56. Select a good Twitter name, preferably business name
  57. 57. Connect your Twitter updates to your other Social Media accounts.
  58. 58. Search for more Tips & Tricks on the internet</li></li></ul><li>What is Blogging?<br /><br />
  59. 59. About Your Blog<br /><ul><li>Pick the right tool – i.e. Wordpress
  60. 60. Get your own URL (
  61. 61. Set up RSS (Rich Site Summary, a format for delivering regularly changing web content)
  62. 62. Write about WHAT YOU KNOW
  63. 63. Pick the Right headline or title
  64. 64. The Secret of . . .
  65. 65. Top 10 tips for . . .
  66. 66. The best way to . . .
  67. 67. A new way to . . .
  68. 68. Join in the conversation
  69. 69. Follow a few blogs yourself – Think industry magazines
  70. 70. Keep a schedule. Blog regularly. Once a week, Bi-monthly
  71. 71. Spend more time talking about the culture that SURROUNDS people that buy your products, instead of the product(s) itself.</li></li></ul><li>Blog Etiquette<br /><ul><li>Attribute your sources (called Trackbacks). Hot links are great. Don’t copy someone else’s blog verbatim and attribute it as a source.
  72. 72. Allow comments. When you comment, stay relevant. You can disagree with the message without attacking the blogger. Don’t Spam
  73. 73. Respond to your commenters.
  74. 74. Only speak the truth. And beware what you speak. It is all searchable and permanent.
  75. 75. Check your facts, don’t just repost.
  76. 76. Keep it simple and short. 250 – 600 words is great.
  77. 77. Promote regularly on Twitter. Use hash tags.</li></li></ul><li>What is LinkedIn?<br /><br />
  78. 78. Quick Look at the Basics<br /><ul><li>101 Million members
  79. 79. Targeted toward the business professional
  80. 80. Resume
  81. 81. Recommendations / Referrals
  82. 82. Connections
  83. 83. Expertise
  84. 84. Executive Level Search
  85. 85. Link to your company and blog</li></ul>Connecting with people you don’t know is not as important as connecting with people you NEED to know.<br />
  86. 86. LinkedIn Personal Example<br />
  87. 87. LinkedIn Business Example<br />
  88. 88. LinkedIn Tips & Tricks<br /><ul><li>Complete your ENTIRE profile, make it PUBLIC
  89. 89. Have a good profile picture
  90. 90. Start your connection collection with your Email addresses
  91. 91. Looked at your connections’ connections
  92. 92. Absolutely join groups (min 5), and be active in at least one
  93. 93. Get Your RECOMMENDATIONS
  94. 94. Ask questions to start conversations
  95. 95. Answer LinkedIn questions, it builds your credibility & leadership
  96. 96. Search for business profiles / pages, see if anyone is within your network already
  97. 97. Use Keywords in your status updates
  98. 98. It’s OK to ask for help from your contacts
  99. 99. Search for more Tips & Tricks on the internet</li></li></ul><li>Facebook!!<br /><ul><li>690+ million users world wide
  100. 100. Average person is on Facebook :55 minutes per day
  101. 101. People spend over 700 billion minutes per month on Facebook
  102. 102. Average user has 130 friends
  103. 103. Over 900 million pages/groups/events/community pages
  104. 104. 70+ language translations available
  105. 105. Over 250 million active users access Facebook from a mobile device</li></li></ul><li>Optimizing Facebook<br /><ul><li>A PROFILE is a personal page and must be held by a PERSON
  106. 106. Businesses should (must) use a PAGE or GROUP</li></ul>PAGES vs GROUPS<br />PagesPrivacy: Page information and posts are public and generally available to everyone on Facebook.<br />Audience: Anyone can like a Page to become connected with it and get News Feed updates. There is no limit to how many people can like a Page.<br />Communication: Page admins can share posts under the Page’s name. Page posts appear in the News Feed of people who like the Page. Page admins can also create customized tabs for their Pages and check Page Insights to track the Page’s growth and activity.<br />GroupsPrivacy: In addition to an open setting, more privacy settings are available for groups. In secret and closed groups, posts are only visible to group members.<br />Audience: Group members must be approved or added by other members. When a group reaches a certain size, some features are limited. The most useful groups tend to be the ones you create with small groups of people you know.<br />Communication: In groups, members receive notifications by default when any member posts in the group. Group members can participate in chats, upload photos to shared albums, collaborate on group docs, and invite all members to group events.<br />
  107. 107. Facebook Tips<br /><ul><li>Choose a good vanity URL. It can never be changed
  108. 108. Beware, Facebook blurs the line between personal and professional.
  109. 109. Audit your Facebook profile and security settings
  110. 110. Facebook can be used for more than connecting with friends or people you know from now or your past
  111. 111. Use the NOTE screen for more detailed stuff. You can write more and it stay’s on peoples screens a bit longer.
  112. 112. Use status updates as reminders during your job search
  113. 113. Post content 2-3 times per week.
  114. 114. When posting, use images as much as possible.
  115. 115. Anything posted, can and will be available on the internet forever.
  116. 116. Analyze & optimize using Facebook’s, Insight Tool.</li></li></ul><li>YouTube?<br />YouTube is the largest worldwide video-sharing website which users can upload, share, view, comment, and rate videos. Created in February 2005.<br /><ul><li>YouTube Statistics here, ( & (
  117. 117. Google owns YouTube, so posted videos are almost immediately searchable and it improves your rankings .
  118. 118. Approximate 10% of your traffic will generate sales.
  119. 119. What is a Viral Video? ( </li></li></ul><li>YouTube Tips & Tricks.<br /><ul><li>Create a YouTube account. Be sure you pick a business related username.
  120. 120. Create and customize your Channel. You channel is your Username and can NOT be changed
  121. 121. Create a video. Do NOT go too professional.
  122. 122. Have a gimmick. Be entertaining. “Will it Blend, 1:37” (
  123. 123. Videos typically fall into three categories: Informational, Educational, Entertainment
  124. 124. Get your channel/video noticed
  125. 125. Participate in the YouTube community
  126. 126. Direct viewers to your website
  127. 127. Have a good script, keyword heavy
  128. 128. Invest in a decent microphone
  129. 129. Twitter/LinkedIn/Blog/Facebook
  130. 130. Use Tags - keywords
  131. 131. Remove offensive comments
  132. 132. Measure – YouTube has free analytics tools.</li></li></ul><li>SM tips for Your BusinessNo-Cost Marketing Ideas<br />It is NOT “if you build it, they will come.” People must be lured or invited to your page.<br /><ul><li>Create the event. Share it. Publicize it everywhere.
  133. 133. Add an in-store sign that says “Become a fan of Company Name on SM platforms
  134. 134. Prominently display your SM logos on your website
  135. 135. Add SM logos to all your printed marketing material, including Business Cards
  136. 136. Once you have fans, start offering promotions/incentives
  137. 137. Use free 2D barcodes
  138. 138. Email your existing email list
  139. 139. Occasional Blog about your Facebook page, Tweet about your video, etc. Cross promote.
  140. 140. Free search engine submission tools
  141. 141. Be active on a few Social Media forums.
  142. 142. Link or “Like” swapping
  143. 143. Embed Widgets on your website
  144. 144. Add to your Email signature block
  145. 145. Try some SM Apps
  146. 146. Get Fans to “Tag” photos
  147. 147. Load Videos and embed on your site
  148. 148. Run a Contest
  149. 149. Cross link to other SM platforms
  150. 150. Get fans to Join Via SMS (“32665 (FBOOK) fan username”
  151. 151. Add a link on your personal profile
  152. 152. Use Badges or Buttons
  153. 153. Share the Button
  154. 154. Google AdWords promos*</li></li></ul><li>SM Tips for Your BusinessPaid Advertising<br />TIPS<br /><ul><li>Set up campaign goals
  155. 155. Targeting demographics
  156. 156. Buy direct from Social Networks and not search engines
  157. 157. Set a budget
  158. 158. Run two or more ads simultaneously
  159. 159. Test CPM (cost per 1000 impressions) vs. CPC (cost per click bidding) to find best value
  160. 160. Monitor, track, analyze and optimize
  161. 161. Continually tweak
  162. 162. Use Facebook Ads
  163. 163. Google Advertising Programs (2 types)
  164. 164. Twitter Business Site
  165. 165. LinkedIn Direct Ads
  166. 166. Paid Discovery on StumbleUpon
  167. 167. Digg Ads
  168. 168. Mobile Advertising</li></li></ul><li>Case Study – Big Flats Community Days <br /><ul><li>Big Flats Community Days had NO web presence
  169. 169. Cornerstone Solutions of NY was asked to create a Social Media campaign in six days.
  170. 170. Campaign included traditional media, creating website, manage Facebook profile, creating Facebook page, non-paid advertising, and paid Google AdWords campaign.
  171. 171. Website was purely informational for the first year.</li></li></ul><li>Metrics– Big Flats Community Days <br />In 1 week, these are the results<br />
  172. 172. Metrics– Big Flats Community Days <br />In 1 week, these are the results<br />
  173. 173. Metrics– Big Flats Community Days <br />In 1 week, these are the results<br />
  174. 174. Metrics– Big Flats Community Days <br />In 1 week, these are the results<br />
  175. 175. Metrics– Big Flats Community Days <br />In 1 week, these are the results<br />
  176. 176. Metrics– Big Flats<br />
  177. 177. Metrics– Big Flats Community Days <br />In 1 week, these are the results<br />
  178. 178. Monitoring & Analytics<br />There are multiple free tools to start<br /><ul><li>Google Analytics (
  179. 179. Google Alerts (
  180. 180. 10 free social media monitoring sites you should try (
  181. 181. 11 Leading Tools for Free Website Analytics ( </li></li></ul><li>Recap<br />So, let’s recap the reasons why your business benefits from Social Media:<br /><ul><li>Economical
  182. 182. Great additionalway to build relationships
  183. 183. Extends consumer reach beyond your local region
  184. 184. Aids word-of-mouth referrals
  185. 185. Easy to track – metrics!
  186. 186. New tools to build rapport
  187. 187. Builds up reputation
  188. 188. Lets you put your business face in front of more customers
  189. 189. Although using social media can be scary at first, once you realize the benefits, I bet you’ll wonder what took you so long!
  190. 190. Your customers are already there, it is time you joined them
  191. 191. To get you started, here are 10 reasons for participating in social media to benefit your business.</li></li></ul><li>Recap<br />10 (Business) Reasons to Participate in Social Media by Christine Whittemore<br />1. You demonstrate to potential customers that you are human and care about their world.<br />2. You bring to life an externally focused mindset. (See Retail Outward Not Inward: Time To Refocus.)<br />3. Social media allows you to bring to life your otherwise static brochure-like website with a dynamic presence.<br />4. You address in a public forum the questions and concerns your customers have about your products and services—which are being asked anyway without your participation.<br />5. You participate in the conversations taking place that relate to your business, products, industry … and have the opportunity to shape the agenda.<br />6. You manage your reputation.<br />7. You build a customer community<br />8. You direct prequalified prospects—with whom you’ve already established a relationship—to your website, so you can engage in business.<br />9. You build your digital visibility and online presence.<br />10. You remain relevant to customers.<br />Whereas traditional advertising attempts to bypass the brain and go straight to the heart, social media addresses potential buyers’ needs for intellectual satisfaction with specific knowledge (i.e., content and context). The result: You build a business brand that customers not only feel is great, but know it is, too.<br />
  192. 192. A Thought & Some Resources<br /><ul><li>Study: Small business benefits most from Social Media
  193. 193. 10 Examples of B2B Facebook Pages</li></li></ul><li>Final Thoughts<br /><ul><li>A successful Social Media presence for businesses is more than creating a presence on the Internet.
  194. 194. It requires a strategy fully integrated with your business goals, including your marketing plan, implementation, ongoing maintenance, monitoring, analyzing metrics & repeat.
  195. 195. Facebook OWNS the website and can make ANY change at ANY time. It should NOT replace your company website.
  196. 196. Connecting with people you don’t know is not as important as connecting with people you NEED to know.
  197. 197. “Once you start down this path, forever will it dominate your destiny.”</li></li></ul><li>Mark Twain Quote<br />“The secret of getting ahead is getting started. The secret of getting started is breaking your complex overwhelming tasks into small manageable tasks, and then starting on the first one.” <br />-Mark Twain<br />
  198. 198. Welcome to the world ofSocialnomics<br />“Social Media is overthrowing governments. You don’t think it’s gonna impact your business? You idiot!” <br />-Gary Vaynerchuk, Author, “The Thank You Economy”<br />4:15<br />
  199. 199. Thank You & Questions<br />Tom Brown<br />Owner & Social Media Specialist<br />