Social Media Training for the Sacramento BIA


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This three hour training was prepared by 3fold Communications for the Sacramento BIA and covers an introduction to social media, and specifically focuses on blogging, Twitter, Facebook, LinkedIn, MySpace, Delicious, Flickr and YouTube.

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Social Media Training for the Sacramento BIA

  1. 1. social media marketing in web 2.0 1722 J Street, Suite 17 | Sacramento, CA 95811 | ph. 916.442.1394 | fax 916.442.1664 best strategy wins.
  2. 2. A Quick Peek….
  3. 3. “ Social Media is anything that uses the Internet to facilitate conversations between people.” Source: Brian Solis, author and speaker on Web 2.0 Social Media Defined best strategy wins.
  4. 4. <ul><li>Discover what you need BEFORE diving into Web 2.0 </li></ul><ul><li>Introduce social media as an emerging arm of traditional marketing </li></ul><ul><li>Learn about today’s most popular social media platforms: blogging, Facebook, Twitter, LinkedIn, Flickr and YouTube </li></ul><ul><li>Help you assess whether your organization should pursue a social media strategy </li></ul><ul><li>Determine at what level your organization should participate </li></ul>Training Objectives best strategy wins.
  5. 5. <ul><li>Who are you? </li></ul><ul><li>What do you do? </li></ul><ul><li>Who are you trying to reach? </li></ul>Positioning – A Reminder best strategy wins.
  6. 6. social media overview
  7. 7. Courtesy of A Video (not by us) best strategy wins.
  8. 8. Who is Participating?
  9. 9. <ul><li>Wrong reasons to participate: </li></ul><ul><li>It’s human tendency to want the newest car on the block </li></ul><ul><li>People believe it’s cheap and easy </li></ul><ul><li>You want to spy on your children </li></ul>Why are people participating? best strategy wins.
  10. 10. <ul><li>The right reasons: </li></ul><ul><li>  </li></ul><ul><li>Networking with business contacts </li></ul><ul><li>General exposure </li></ul><ul><li>Reconnecting with colleagues </li></ul><ul><li>Finding information </li></ul><ul><li>Keep up on competitors </li></ul><ul><li>Reaching a new demographic </li></ul><ul><li>Appealing for donations </li></ul><ul><li>Recruiting volunteers </li></ul><ul><li>Improved search engine rankings </li></ul>Why are people participating? best strategy wins.
  11. 11. Simplified… best strategy wins.
  12. 12. Creating Policies so that Social Media Works best strategy wins.
  13. 13. <ul><li>Recognize: There are blurry lines between personal and professional social media use. </li></ul><ul><li>Recognize: Employees will visit social media sites while at work. </li></ul><ul><li>Recognize: You can’t entirely prevent consumers from saying negative words about you and your brand . </li></ul>Why do I need a policy in place? best strategy wins.
  14. 14. <ul><li>Recognize: </li></ul><ul><li>You must plan ahead to act quickly and authentically. </li></ul><ul><li>Your policy: </li></ul><ul><li>Make it public </li></ul><ul><li>Keep it short </li></ul><ul><li>Leverage the positive </li></ul><ul><li>Make it clear to employees they are responsible for themselves </li></ul><ul><li>Make it clear you monitor </li></ul><ul><li>Respect copyrights </li></ul><ul><li>Be transparent but respect confidential information </li></ul><ul><li>* Content adapted from </li></ul>Why do I need a policy in place? best strategy wins.
  15. 15. <ul><li>Blog= short for weblog </li></ul><ul><li>Type of website </li></ul><ul><li>Usually maintained by one person, but not always </li></ul><ul><li>Regular entries displayed in reverse-chronological order </li></ul><ul><li>Commentary, stories, events, text, pictures, video. Usually has a place for comments and links to other blogs </li></ul><ul><li>Major types of blogs include: personal genre, and corporate </li></ul>Blogging best strategy wins.
  16. 16. <ul><li>Defined purpose </li></ul><ul><li>Credibility </li></ul><ul><li>Character </li></ul><ul><li>Community </li></ul>The elements of a good blog best strategy wins.
  17. 17. <ul><li>Why? </li></ul><ul><ul><li>Keeps you current </li></ul></ul><ul><ul><li>Helps people find you on the web </li></ul></ul><ul><ul><li>Less formal </li></ul></ul><ul><li>Should we? </li></ul><ul><ul><li>Do you have the right employee in-house? </li></ul></ul><ul><ul><li>Do you have enough content? </li></ul></ul><ul><li>How? </li></ul><ul><ul><li>Read other blogs </li></ul></ul><ul><ul><li>Find the right platform </li></ul></ul><ul><ul><li>Take a test drive </li></ul></ul><ul><ul><li>Promote, promote, promote </li></ul></ul>Blogging basics best strategy wins.
  18. 18. What is Twitter all about, anyway? best strategy wins.
  19. 19. <ul><li>Information </li></ul><ul><li>Access to experts </li></ul><ul><li>Building a personal brand </li></ul><ul><li>Traffic to your site </li></ul><ul><li>Building community online </li></ul><ul><li>Connecting with local community </li></ul><ul><li>Listening </li></ul><ul><li>Mobilizing </li></ul><ul><li>Raising money </li></ul>Why is Twitter important? best strategy wins.
  20. 20. How people are using Twitter: best strategy wins.
  21. 21. best strategy wins. Facebook
  22. 22. Why is Facebook important? <ul><li>There’s a place for everyone- from individuals, to companies to nonprofits </li></ul><ul><li>So many functions </li></ul><ul><li>Access to power </li></ul><ul><li>Ability to mobilize and fundraise </li></ul>best strategy wins.
  23. 23. Brands on Facebook There are so many options…. Where do I start?   Profile vs. Fan Page vs. Group vs. Cause?   Answer: Set up a Facebook Fan Page as your main presence or outpost and use a group for more adhoc, smaller organizing. best strategy wins.
  24. 24. Facebook: Fan Page <ul><li>Pros: </li></ul><ul><li>Facebook Pages get indexed </li></ul><ul><li>Activity on your Page increases “viral visibility” </li></ul><ul><li>Backend is CMS (spiffy!) </li></ul><ul><li>Ability to add apps </li></ul><ul><li>Set up for advertising </li></ul><ul><li>Ability to add events </li></ul><ul><li>  </li></ul><ul><li>Cons: </li></ul><ul><li>Can’t send mass messages </li></ul><ul><li>Not sure how and why certain things show up </li></ul>best strategy wins.
  25. 25. Using Linked In <ul><li>What is it? </li></ul><ul><li>Why is it important? </li></ul><ul><li>How will I be successful? </li></ul>best strategy wins.
  26. 26. Using Video <ul><li>Options </li></ul><ul><li>YouTube, Vimeo, Animoto </li></ul><ul><li>What works best? </li></ul><ul><li>Funny, or makes people go “Ah ha!” </li></ul><ul><li>Creating a series </li></ul><ul><li>Short (under 2 minutes, often as short as 30 seconds) </li></ul><ul><li>Marketed to the right networks- find “power’” users </li></ul>best strategy wins.
  27. 27. Using Picture Sharing Sites <ul><li>What are they? </li></ul><ul><li>Why are picture sites important? </li></ul><ul><li>How will you be successful? </li></ul>best strategy wins.
  28. 28. Using Collaboration Sites <ul><li>Examples: Yelp, Delicious, GoogleReader </li></ul><ul><li>What are the purposes of each? </li></ul><ul><li>Why should they be used? </li></ul>best strategy wins.
  29. 29. conclusion
  30. 30. Do I have to do it all? NO! best strategy wins.
  31. 31. Next Steps: What do we do tomorrow? <ul><li>Discuss your goals </li></ul><ul><li>Build a social media strategy </li></ul><ul><li>Make the rules known </li></ul><ul><li>Start slow </li></ul><ul><li>Set benchmarks </li></ul>best strategy wins.
  32. 32. Review <ul><li>Universal Social Media Success Factors </li></ul><ul><li>Be a giver </li></ul><ul><li>Be a lover </li></ul><ul><li>Be courageous </li></ul><ul><li>Be respectful </li></ul><ul><li>Be interesting </li></ul>best strategy wins.
  33. 33. Wrapping it all Up <ul><li>Social media won’t replace all the functions of a marketing strategy </li></ul><ul><li>Social media opens up marketing avenues that weren’t formerly available </li></ul><ul><li>Get excited, start brainstorming, and join us on Web 2.0 </li></ul>best strategy wins.