Social Media:   What is it?   Why should I care?   Can it really help me? March 4, 2009
Melissa Dobson, owner of  Melissa Dobson PR & Marketing <ul><ul><li>Solo entrepreneur, home office in Corning, NY </li></u...
A Sampling of Social Media Platforms <ul><li>  </li></ul>
FACTS & FIGURES <ul><ul><li>Pew Study:  Adults with profiles on sites up 27% in 4 YRS  </li></ul></ul><ul><ul><li>Facebook...
Ford Embraces Social Media Conversations
Social Media: What It Is,  What It's Not       <ul><li>What It IS </li></ul><ul><ul><li>Permission based communication too...
Seth Godin <ul><li>Bestselling author, entrepreneur and agent of change </li></ul><ul><li>MBA from Stanford, and was calle...
Seth Godin on Social Networking and Small Business
Seth Godin on Email Marketing, Social Media and More     <ul><li>  </li></ul>
  Best Practices <ul><ul><li>Help & connect others </li></ul></ul><ul><ul><li>Personalize any interaction, especially w/bl...
Gary Vaynerchuk <ul><li>Captured attention with pioneering, multi-faceted approach to personal branding and business </li>...
Gary Vaynerchuk Responds to Negative Comments on Twitter <ul><li>http://www.viddler.com/explore/garyvaynerchuk/videos/75/ ...
Worst Practices <ul><ul><li>Engage only to push & promote your blog posts, events, awards </li></ul></ul><ul><ul><li>Too n...
Worst Practice Comment on Twitter     winequester  OK, I'm not blocking beautiful women just because they are in social me...
Twitter <ul><ul><li>Microblog </li></ul></ul><ul><ul><li>140 characters maximum </li></ul></ul><ul><ul><li>Updates </li></...
A Twitter Conversation: MelissaDobson  Is having separate personal and professional Facebook profiles defeating the purpos...
Let's set up a Twitter account
YouTube <ul><ul><li>Founded in February 2005, YouTube is a social media site for watching, sharing and interacting with on...
Melissa Dobson PR & Marketing YouTube Channel Seneca Lake Wine Trail Channel
Flickr <ul><ul><li>www.flickr.com   </li></ul></ul><ul><ul><li>Online photo management sharing application  </li></ul></ul...
I'd like to use a photo I found on Flickr. How do I do that?  From Flickr: We don't act as matchmakers, so contact the pho...
LinkedIn <ul><li>Latest LinkedIn Facts (from  LinkedIn site ) </li></ul><ul><ul><li>Professional network  </li></ul></ul><...
FACEBOOK FRENZY      
Example:  Facebook Metrics <ul><li>Finger Lakes Wine Country Fan page   - 5,110* (Top 10 on Facebook for a page with wine ...
Facebook Business Pages <ul><ul><li>Group page vs. Fan page </li></ul></ul><ul><ul><li>Events </li></ul></ul><ul><ul><li>L...
Let's create a Facebook Profile
Blogs <ul><ul><li>Short for &quot;web log&quot; </li></ul></ul><ul><ul><li>An online journal of an individual who self-pub...
How to Engage with Bloggers <ul><ul><li>Research and read posts </li></ul></ul><ul><ul><li>Get to know their interests and...
Wine.Alltop.com Link
Integrating Social Media Strategy into Your Traditional Media Strategy <ul><li>Email signatures </li></ul><ul><li>Websites...
Finger Lakes Wine Country vs. The Rest of the Wine World <ul><li>Where do we stand vs. other wine regions  </li></ul><ul><...
Brainstorm <ul><li>How can you take social media presences and connect with your fans? </li></ul>
Answers to Questions <ul><ul><li>Why should I care what someone is having for lunch? Isn't that a waste of my time? </li><...
Melissa Dobson PR & Marketing <ul><li>Blog:  http://familylovewine.wordpress.com </li></ul><ul><li>Home office: 607-377-53...
Thank You!!
Upcoming SlideShare
Loading in …5
×

Social Media Workshop 030409 F I N A L

804 views

Published on

Overview of popular social networking sites including Twitter, Facebook, YouTube and LinkedIn.

Published in: Technology, Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
804
On SlideShare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
0
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide
  • Social Media Workshop 030409 F I N A L

    1. 1. Social Media:   What is it?   Why should I care?   Can it really help me? March 4, 2009
    2. 2. Melissa Dobson, owner of  Melissa Dobson PR & Marketing <ul><ul><li>Solo entrepreneur, home office in Corning, NY </li></ul></ul><ul><ul><li>Specializing in the wine industry  </li></ul></ul><ul><ul><li>Blogger at Family, Love, Wine Blog and Finger Lakes News Correspondent for LENNDEVOURS </li></ul></ul><ul><ul><li>Started as a social media cynic, scared to download songs from iTunes! </li></ul></ul><ul><ul><li>Early 2008-began exploring the wine industry and social media as a relationship building strategy </li></ul></ul><ul><ul><li>May 2008-launched Family, Love, Wine Blog </li></ul></ul><ul><ul><li>Clients include: Finger Lakes Wine Country, Finger Lakes Wine Alliance, Vin65, Wark Communications, Illinois Wine Consumer Coalition </li></ul></ul><ul><ul><li>Co-organizer of 2009 PALATE showcase </li></ul></ul>
    3. 3. A Sampling of Social Media Platforms <ul><li>  </li></ul>
    4. 4. FACTS & FIGURES <ul><ul><li>Pew Study: Adults with profiles on sites up 27% in 4 YRS </li></ul></ul><ul><ul><li>Facebook -over 600K new users sign up every day </li></ul></ul><ul><ul><ul><li>Over 150 million users around world, almost 1/2 use every day </li></ul></ul></ul><ul><ul><ul><li>Over 54.5 million monthly unique visitors  </li></ul></ul></ul><ul><ul><ul><li>Fastest growing segment 30+ Yr Olds </li></ul></ul></ul><ul><ul><ul><li>45% of Facebook's US audience now 26+ Yr Olds  </li></ul></ul></ul><ul><ul><li>Twitter - growth rate for Twitter was 752% (Dec. '08) </li></ul></ul><ul><ul><ul><li>Total of 4.43 million unique visitors in December 2008 </li></ul></ul></ul><ul><ul><ul><li>Start of 2008, Twitter had only around 500,000 unique monthly visitors </li></ul></ul></ul><ul><ul><li>LinkedIn saw increase of 1.4 million users from Dec-Ja n </li></ul></ul><ul><li>  </li></ul><ul><li>  </li></ul><ul><li>  </li></ul><ul><li>  </li></ul><ul><li>  </li></ul>
    5. 5. Ford Embraces Social Media Conversations
    6. 6. Social Media: What It Is,  What It's Not       <ul><li>What It IS </li></ul><ul><ul><li>Permission based communication tools </li></ul></ul><ul><ul><li>Cost-effective vehicle </li></ul></ul><ul><ul><li>Equalizer for small business </li></ul></ul><ul><ul><li>Long tail marketing </li></ul></ul><ul><ul><li>Humanizes you and your brand </li></ul></ul><ul><ul><li>Creates loyal connections, raving fans if done correctly </li></ul></ul><ul><ul><li>Opportunity to let customers know they're heard </li></ul></ul><ul><ul><li>Speak to micro-communities w/common interest  </li></ul></ul><ul><li>What It's NOT </li></ul><ul><ul><li>Push marketing vehicles </li></ul></ul><ul><ul><li>A place for you to talk only about yourself, your business </li></ul></ul><ul><ul><li>A controlled marketing message  </li></ul></ul><ul><ul><li>A replacement for your current marketing program  </li></ul></ul>
    7. 7. Seth Godin <ul><li>Bestselling author, entrepreneur and agent of change </li></ul><ul><li>MBA from Stanford, and was called &quot;the Ultimate Entrepreneur for the Information Age&quot; by Business Week </li></ul><ul><li>Website: http://www.sethgodin.com </li></ul>
    8. 8. Seth Godin on Social Networking and Small Business
    9. 9. Seth Godin on Email Marketing, Social Media and More     <ul><li>  </li></ul>
    10. 10.   Best Practices <ul><ul><li>Help & connect others </li></ul></ul><ul><ul><li>Personalize any interaction, especially w/bloggers  </li></ul></ul><ul><ul><li>Be responsive to comments and criticisms  </li></ul></ul><ul><ul><li>Congratulate, console, comment thoughtfully </li></ul></ul><ul><ul><li>Engage & express your opinion </li></ul></ul><ul><ul><li>Show your face, your human side </li></ul></ul><ul><ul><li>Show that you care </li></ul></ul><ul><ul><li>Use a conversational tone, less formal than traditional media </li></ul></ul><ul><ul><li>Mention your outside interests, creates commonality  </li></ul></ul><ul><ul><li>Pass the cynic test, be transparent, be yourself </li></ul></ul><ul><ul><li>Have fun with it! </li></ul></ul>
    11. 11. Gary Vaynerchuk <ul><li>Captured attention with pioneering, multi-faceted approach to personal branding and business </li></ul><ul><li>After primarily utilizing traditional advertising techniques to build his family’s local wine business into a national industry leader, Gary rapidly leveraged social media tools such as Twitter and Facebook to promote Wine Library TV, his video blog about wine. </li></ul><ul><li>Viewership over 80,000 a day, doors opened to a book deal, several national TV appearances, and a flurry of speaking engagements around the world. Gary’s dual identity as both business guru and wine guy has made him the “Social Media Sommelier.” </li></ul>
    12. 12. Gary Vaynerchuk Responds to Negative Comments on Twitter <ul><li>http://www.viddler.com/explore/garyvaynerchuk/videos/75/ </li></ul>
    13. 13. Worst Practices <ul><ul><li>Engage only to push & promote your blog posts, events, awards </li></ul></ul><ul><ul><li>Too noisy:  too many tweets, too many mass Facebook emails </li></ul></ul><ul><ul><li>Non-targeted, mass emails to bloggers (spam)-bloggers will call you out publicly for this oftentimes </li></ul></ul><ul><ul><li>Collecting friends and followers only for the purpose of quantity.  Think quality.  </li></ul></ul><ul><ul><li>Example: Finger Lakes Wine Country experience with wall posts. </li></ul></ul>
    14. 14. Worst Practice Comment on Twitter     winequester OK, I'm not blocking beautiful women just because they are in social media :-) Just consultants pushing their stuff and not being people.
    15. 15. Twitter <ul><ul><li>Microblog </li></ul></ul><ul><ul><li>140 characters maximum </li></ul></ul><ul><ul><li>Updates </li></ul></ul><ul><ul><li>Fast-moving </li></ul></ul><ul><ul><li>Share resources with links </li></ul></ul><ul><ul><li>Stay connected to your circle </li></ul></ul><ul><ul><li>Get quick feedback </li></ul></ul><ul><ul><li>Vendor recommendations or feedback </li></ul></ul><ul><ul><li>Breaking news </li></ul></ul><ul><ul><li>Tap into thought leaders in your industry, business world </li></ul></ul><ul><ul><li>Demonstrate your abilities and expertise </li></ul></ul><ul><ul><li>Watch video demo </li></ul></ul>
    16. 16. A Twitter Conversation: MelissaDobson Is having separate personal and professional Facebook profiles defeating the purpose of humanizing your brand? Or is it smart to separate? 15 minutes ago from twhirl   michellelentz @ MelissaDobson I separate Twitter. I don't separate Facebook BUT I have diff privacy settings (business, ltd profile, close friends, etc) 5 minutes ago from twhirl in reply to MelissaDobson   michellelentz @ MelissaDobson Using the privacy profiles, I can control who sees what on my facebook page withOUT diluting my personal brand. :-) 5 minutes ago from twhirl in reply to MelissaDobson (cue demo w/Lenn)
    17. 17. Let's set up a Twitter account
    18. 18. YouTube <ul><ul><li>Founded in February 2005, YouTube is a social media site for watching, sharing and interacting with online video </li></ul></ul><ul><ul><li>YouTube allows people to easily upload and share video clips on www.YouTube.com and across the Internet through websites, mobile devices, blogs, and email. </li></ul></ul><ul><ul><li>Everyone can watch videos on YouTube. People can see first-hand accounts of current events, find videos about their hobbies and interests, and discover the quirky and unusual. As more people capture special moments on video, YouTube is empowering them to become the broadcasters of tomorrow. </li></ul></ul><ul><ul><li>Flip Camcorder-High Definition around $210 </li></ul></ul>
    19. 19. Melissa Dobson PR & Marketing YouTube Channel Seneca Lake Wine Trail Channel
    20. 20. Flickr <ul><ul><li>www.flickr.com   </li></ul></ul><ul><ul><li>Online photo management sharing application  </li></ul></ul><ul><ul><li>Content is available online </li></ul></ul><ul><ul><li>You can link to your photostream from your website or blog </li></ul></ul><ul><ul><li>Our 2008 Finger Lakes Wine Country Harvest Report photostream </li></ul></ul>
    21. 21. I'd like to use a photo I found on Flickr. How do I do that? From Flickr: We don't act as matchmakers, so contact the photographer yourself. Only members of Flickr can send messages to one another, so if you haven't created an account, that's your first step. As a member of Flickr, you can move your mouse over someone's buddy icon and click the little arrow to open the &quot;person menu.&quot; Then select &quot;Send FlickrMail&quot; and compose your message. When you contact a photographer, it's best to include as much info as possible about the photo, yourself, and how you want to use the photo.
    22. 22. LinkedIn <ul><li>Latest LinkedIn Facts (from LinkedIn site ) </li></ul><ul><ul><li>Professional network  </li></ul></ul><ul><ul><li>LinkedIn has over 36 million members in over 200 countries and territories around the world. </li></ul></ul><ul><ul><li>A new member joins LinkedIn approximately every second, and about half of its members are outside the U.S </li></ul></ul><ul><ul><li>Executives from all Fortune 500 companies are LinkedIn members. </li></ul></ul><ul><ul><li>Tip:  recommend others, oftentimes they will recommend you </li></ul></ul>
    23. 23. FACEBOOK FRENZY      
    24. 24. Example:  Facebook Metrics <ul><li>Finger Lakes Wine Country Fan page   - 5,110* (Top 10 on Facebook for a page with wine in the title). 128 fan photos posted. </li></ul><ul><li>Sub-branded pages: Riesling Rocks, Cabernet Franc, PALATE, The Painted Barrels = 500 + </li></ul><ul><li>Finger Lakes Wine Country Group Page – 274 members </li></ul><ul><li>Sub-branded group pages: May is Riesling Month, Finger Lakes Wine Country Industry Updates = 125 + </li></ul><ul><li>Facebook is the #1 web referral to the FLWC website. </li></ul>
    25. 25. Facebook Business Pages <ul><ul><li>Group page vs. Fan page </li></ul></ul><ul><ul><li>Events </li></ul></ul><ul><ul><li>Link to other businesses within Finger Lakes Wine Country </li></ul></ul><ul><li>  </li></ul><ul><li>Examples: </li></ul><ul><ul><li>Winery Fan page </li></ul></ul><ul><ul><ul><li>Yates Family Vineyard   </li></ul></ul></ul><ul><ul><li>Chamber of Commerce Group page </li></ul></ul><ul><ul><ul><li>Gwinnett Chamber of Commerce </li></ul></ul></ul><ul><ul><li>Event page </li></ul></ul><ul><ul><ul><li>Damiani Winemaker Dinner at Magnolia Place B&B </li></ul></ul></ul><ul><li>  </li></ul>
    26. 26. Let's create a Facebook Profile
    27. 27. Blogs <ul><ul><li>Short for &quot;web log&quot; </li></ul></ul><ul><ul><li>An online journal of an individual who self-publishes on a blog platform </li></ul></ul><ul><ul><li>Accessible to the public </li></ul></ul><ul><ul><li>Comments and continued conversation encouraged </li></ul></ul><ul><ul><li>Many are subject-specific  </li></ul></ul><ul><ul><li>Should I start one?  What do I need to consider? What are the advantages of engaging via blog comments?  </li></ul></ul><ul><ul><li>http://lennthompson.typepad.com/lenndevours/ </li></ul></ul><ul><ul><li>Search engines – Google blogs </li></ul></ul><ul><ul><li>Integration of blogs and traditional media ie The glass ceiling </li></ul></ul>
    28. 28. How to Engage with Bloggers <ul><ul><li>Research and read posts </li></ul></ul><ul><ul><li>Get to know their interests and topics they blog about </li></ul></ul><ul><ul><li>Comment to add to the conversation, not to promote yourself or your business outright </li></ul></ul><ul><ul><li>Connect on a personal level (ie raising chickens got a blogger's attention) </li></ul></ul><ul><ul><li>Engage more casually </li></ul></ul><ul><ul><li>Get to know preferences ie What's the best way to contact you?  Do you accept samples? </li></ul></ul><ul><ul><li>Get to know a blogger as a person, make them feel special </li></ul></ul><ul><ul><li>They want the inside scoop in quick format </li></ul></ul><ul><ul><li>Be cognizant of their time (many blog as a hobby/passion) </li></ul></ul>
    29. 29. Wine.Alltop.com Link
    30. 30. Integrating Social Media Strategy into Your Traditional Media Strategy <ul><li>Email signatures </li></ul><ul><li>Websites </li></ul><ul><li>Emails and newsletters </li></ul><ul><li>Example: Finger Lakes Wine Country travel guide featuring Facebook stories and photos </li></ul>
    31. 31. Finger Lakes Wine Country vs. The Rest of the Wine World <ul><li>Where do we stand vs. other wine regions </li></ul><ul><li>Napa/Sonoma are the drivers </li></ul><ul><li>New world regions ahead of old world </li></ul><ul><li>Europe behind the Americas </li></ul><ul><li>Received feedback on this from Twitter conversation </li></ul>
    32. 32. Brainstorm <ul><li>How can you take social media presences and connect with your fans? </li></ul>
    33. 33. Answers to Questions <ul><ul><li>Why should I care what someone is having for lunch? Isn't that a waste of my time? </li></ul></ul><ul><ul><li>Who should be the voice of my business? </li></ul></ul><ul><ul><li>  How does all of this discussion help me to sell more wine, room nights, tickets? </li></ul></ul><ul><ul><li>Other questions?  </li></ul></ul>
    34. 34. Melissa Dobson PR & Marketing <ul><li>Blog: http://familylovewine.wordpress.com </li></ul><ul><li>Home office: 607-377-5318 </li></ul><ul><li>Cell: 917-816-5424 </li></ul><ul><li>Email: [email_address] </li></ul><ul><li>Blog preference: email pitches w/bullets, photos & video a bonus </li></ul><ul><ul><li>Why it’s newsworthy </li></ul></ul>
    35. 35. Thank You!!

    ×