Social Media 101 for Business


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  • As of May 2009, it had more than 20 million registered users, spanning 150 industries.
  • Social Media 101 for Business

    1. 1. Social Media 101 Social Networking for Businesses ULI Philadelphia February 26, 2010
    2. 2. <ul><li>Co-Founder of Maven, a full service, strategic communications agency located in Philadelphia </li></ul><ul><li>Big Agency Experience, Entrepreneurial attitude </li></ul><ul><li>B-to-B, B-to-C and nonprofit clients </li></ul><ul><li>Specialized expertise in legal, commercial and residential real estate communications </li></ul>Rebecca Devine, Principal Maven Communications
    3. 3. <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?
    4. 4. 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>
    5. 5. 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>
    6. 6. How many people use it? <ul><li>More People Use Social Networks today than Email. </li></ul><ul><li>Adoption of social media grew 31% last year alone. </li></ul># of users (in millions)
    7. 7. How many people use it? * <ul><li> >5M users </li></ul><ul><li>>60M Professionals in 200 countries </li></ul><ul><li>> 400 million users </li></ul><ul><li>> 300MM Worldwide Visitors a Month </li></ul>*as of January 2010
    8. 8. What are the benefits of Social Media? <ul><li>Targeted increase of website traffic </li></ul><ul><li>Create positive brand association </li></ul><ul><li>Grow brand awareness </li></ul><ul><li>Conversions and sales </li></ul><ul><li>Promote properties or services </li></ul><ul><li>Business development </li></ul><ul><li>Industry Research </li></ul><ul><li>Customer loyalty </li></ul><ul><li>People prefer doing business with those they know! </li></ul>
    9. 9. How can businesses use social media? Executive Positioning:   Demonstrate thought leadership and become an expert. Network and build your list of prospects and contacts. 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> : Thought Leadership and expert positioning, 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>The #1 activity online is watching videos – businesses can take advantage! </li></ul><ul><li>Use video 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>
    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. RSS: Creating content RSS brings content to you <ul><li>HOW? </li></ul><ul><li>Choose an RSS aggregator (Google Reader, Bloglines) </li></ul><ul><li>Create an account </li></ul><ul><li>Go to your favorite sites and add them by clicking on the icon </li></ul><ul><li>New posts and stories appear on your reader page </li></ul><ul><li> RSS Feeds: How to Make It Come to You </li></ul>
    17. 17. How do I measure success? <ul><li># of Followers/Fans </li></ul><ul><li>Web traffic </li></ul><ul><li>Sales </li></ul><ul><li>Engagement and participation </li></ul><ul><li>Track with Tools </li></ul><ul><ul><li>Google Analytics </li></ul></ul><ul><ul><li>TweetDeck </li></ul></ul><ul><ul><li>Facebook Insights </li></ul></ul>
    18. 18. Next Steps How do we get started?
    19. 19. <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>Promote a specific service, property or event?  </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><ul><li>ENGAGE </li></ul>  How do I get started? Phase I
    20. 20. <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><ul><li>Measure results, adjust </li></ul>How do we get started ? Phase II
    21. 21. <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
    22. 22. Still unsure?