Social Media 101 Final 070909


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A basic overview of social media networks and their value for business executives

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  • As of May 2009, it had more than 20 million registered users, spanning 150 industries.
  • Success Tips:   Rotate bloggers for different perspectives Create a regular update schedule (one blogger per week?) Shape the conversation - determine key messages and share BPG's POV Generate awareness for the "softer side" of BPG Generate awareness of and share industry conference news and breaking trends via the blog 
  • Social Media 101 Final 070909

    1. 1. Social Media 101 A Tutorial for Executives
    2. 2. <ul><li>Social media is an umbrella term that defines that various activities that integrate technology, social interaction, and the construction of words, pictures, video and audio.* </li></ul><ul><li>A social network is a group of people of that are members of a community for the purpose of connecting, learning and interacting within the context of a shared interest </li></ul><ul><li>* </li></ul>What is social media?
    3. 3. What is social media? <ul><li>Allows people to connect and form personal and business relationships </li></ul><ul><li>People are connecting with each other - not brands </li></ul><ul><li>The conversation is happening - with or without you! </li></ul>
    4. 4. What is Social Media? <ul><li>Blogs & Micro Blogs </li></ul><ul><li>Online Chat </li></ul><ul><li>RSS </li></ul><ul><li>Widgets </li></ul><ul><li>Social Networks </li></ul><ul><li>Social Bookmarks </li></ul><ul><li>Message Boards </li></ul><ul><li>Podcasts </li></ul><ul><li>Video Sharing Sites </li></ul><ul><li>Photo Sharing Sites </li></ul><ul><li>Virtual Worlds </li></ul><ul><li>Wikis </li></ul>
    5. 5. Who uses Social Media? <ul><li>Social Networks and Blogs are now used MORE than Email: </li></ul><ul><li>Twitter = >5M users </li></ul><ul><li>Linked In = >40M Professionals </li></ul><ul><li>Facebook = > 300 million users </li></ul><ul><li>Facebook’s fastest growing demographic s are aged 35+ </li></ul>
    6. 6. What do they use it for?
    7. 7. What are the benefits of Social Media? <ul><li>Targeted increase of website traffic </li></ul><ul><li>Creating positive brand association </li></ul><ul><li>Growing brand awareness </li></ul><ul><li>Conversions and sales </li></ul><ul><li>Control of the search results </li></ul><ul><li>Business development </li></ul><ul><li>More loyal users </li></ul><ul><li>People prefer doing business with those they know! </li></ul>
    8. 8. Recommendations & Suggested strategies How can Executives use Social Media?
    9. 9. How can businesses use social media? Executive Positioning:   Demonstrate thought leadership and become an expert Sales and Marketing:  Post links to press releases, company news, relevant community news, speaking events Human Resources:  Prescreen candidates on LinkedIn; foster better internal communications through internal communities Market Research:  &quot;Listen&quot; and gain insight into trends or opportunities Community Relations:  Raise awareness for community relations projects and corporate giving initiatives
    10. 10. What are business uses for...? <ul><li>  : Company profiles, groups, answers </li></ul><ul><li>: Company pages, fan pages, groups, widgets </li></ul><ul><li>  : Micro blogging with 140 characters or less. Search and attract followers, send updates of value to your community </li></ul><ul><li>: Video marketing, event marketing, fundraising opportunities, product demonstrations </li></ul><ul><li> : Demonstrate thought leadership, create expert positioning, help connect with customers, generate media interest </li></ul><ul><li> : Internal social network to identify employee issues, communicate news, build relationships </li></ul>
    11. 11. <ul><li>Why Linked-in? </li></ul><ul><li>Recruiting </li></ul><ul><li>Expert positioning </li></ul><ul><li>Expand contacts </li></ul><ul><li>Get PR visibility </li></ul><ul><li>Reinforce business brand </li></ul><ul><li>Conduct market research </li></ul><ul><li>Integrates with Wordpress, slide share and RSS </li></ul>
    12. 12. <ul><li>Why Facebook? </li></ul><ul><li>Why Facebook? </li></ul><ul><li>Facebook fan pages & groups industry groups allow for easily sharing content </li></ul><ul><li>Paid Demographic targeting: Facebook ads </li></ul><ul><li>Distribute Company news instantly into your company “fans” news feed </li></ul><ul><li>Connect with media and other industry related groups </li></ul><ul><li>Set up corporate fundraising pages for charitable initiatives </li></ul>
    13. 13. <ul><li>Why twitter? </li></ul><ul><li>Largest growing social media tool </li></ul><ul><li>Create your name @yourbusiness name (brand recognition) </li></ul><ul><li>Discover industry trends </li></ul><ul><li>Drive traffic to web site and create face-to-face networking opportunities (“tweet ups”) </li></ul><ul><li>Request instant feedback </li></ul><ul><li>Build connections & reach prospects </li></ul>
    14. 14. Video, Presentation & Photo Sharing <ul><li>Why YouTube, SlideShare & Flickr? </li></ul><ul><li>Video is the #1 online activity among internet users </li></ul><ul><ul><li>77%* of internet users watch video online - businesses can take advantage! </li></ul></ul><ul><li>Use interactive media to promote </li></ul><ul><ul><li>Presentations, speaking engagements and panels </li></ul></ul><ul><ul><li>Share videos and photos of recent community fundraisers and events to increase participation for next year </li></ul></ul><ul><ul><li>Use video and photos to promote product demos </li></ul></ul><ul><ul><li>*Source: Media Post News, July 7, 2009 </li></ul></ul>
    15. 15. Blogs <ul><li>Why a Blog? </li></ul><ul><li>Create thought leadership opportunities by positioning executives as experts </li></ul><ul><li>Shape the conversation - determine key messages and share company Point-of-view </li></ul><ul><li>Generate awareness for the &quot;softer side&quot; of a corporation </li></ul><ul><li>Generate leads and referrals </li></ul><ul><li>Attract media opportunities </li></ul><ul><li>Increase search engine ranking </li></ul>
    16. 16. How to start a blog?
    17. 17. Linking Your Content RSS
    18. 18. RSS: Creating content RSS makes it easy to maintain social media <ul><li>HOW? </li></ul><ul><li>Integrate RSS Feeds into all social media platforms </li></ul><ul><li>Identify relevant RSS feeds to generate content for your blog, Facebook, Linked-in and twitter accounts. </li></ul><ul><li>Follow your competitors and important industry news </li></ul>
    19. 19. Example RSS Feeds <ul><li>Blogs and blog comments </li></ul><ul><li>Web site updates </li></ul><ul><li>Slideshare presentations </li></ul><ul><li>Photos through Flickr </li></ul><ul><li>Events through Google Calendar </li></ul><ul><li>Press Releases and current news </li></ul><ul><li>Twitter updates </li></ul>
    20. 20. Next Steps How do we get started?
    21. 21. <ul><li>Set clear, measurable objectives.  Is your objective to: </li></ul><ul><ul><li>Drive traffic to the website? </li></ul></ul><ul><ul><li>Raise money? </li></ul></ul><ul><ul><li>Raise awareness around a speaking engagement?  </li></ul></ul><ul><li>Target your audience:   who, what, where?  </li></ul><ul><li>Listen to the conversation </li></ul><ul><ul><li>Follow on Twitter </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li>Google Alerts </li></ul></ul><ul><li>Set Guidelines </li></ul>How do we get started ? Do Your Homework:
    22. 22. <ul><li>Setup accounts at Facebook, twitter, linked-in, YouTube, etc. </li></ul><ul><li>Reserve your names now - you can always use them later </li></ul><ul><li>Allocate appropriate resources - Networks need regular maintenance to keep them valuable </li></ul><ul><li>Create content worth talking about </li></ul><ul><li>Link blogs and other social media accounts to your website to ensure seamless integration </li></ul>How do we get started ? Execute
    23. 23. Measurement <ul><li>Google Analytics </li></ul><ul><li>Facebook fans </li></ul><ul><li>Twitter Followers </li></ul><ul><li>Comments on blog </li></ul><ul><li>Web traffic </li></ul><ul><li>Number of media outlets engaged </li></ul><ul><li>Employee engagement </li></ul><ul><li>Blog entries </li></ul><ul><li>Feedburner </li></ul>
    24. 24. <ul><ul><li>Transparency & authenticity </li></ul></ul><ul><ul><li>Develop relationships & encourage the conversations </li></ul></ul><ul><ul><li>Try to add value to your industry and community </li></ul></ul><ul><ul><li>Connect with the influencers / help them find you </li></ul></ul><ul><ul><li>For maximum ROI: “Build communities” instead of “doing communications” </li></ul></ul>Tips for Social Media Success
    25. 25. Discussion Contact Rebecca Devine for more information : [email_address] or 267-546-9009