Social Media for Business


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This presentation introduces the most popular social media platforms linkedin, facebook, twitter and blog. It's focus is on how businesses can leverage the power of these new media to engage with their target audience and drive sales and make profits.
(This presentation was part of New Horizons London's Social Media Seminar in March2010: Slides have been created with the help of Chess Media's Jacob Morgan)

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Social Media for Business

  1. 1. Social Media For BusinessMarch 24th 2010Presenting:Peter Ingle Ghamza Jacobs Sandra Giechel Pradeep Choudhry <br />
  2. 2. Introductions<br />Peter Ingle – General Manager<br />Likes LinkedIn<br />PradeepChowdry – MCT Trainer<br />Best at Blogging<br />Sandra Geichel – Marketing Executive<br />Tremendous Tweeter<br />Ghamza Jacobs – MCT Trainer<br />Fantastic at Facebook<br />
  3. 3. Introductions<br />What are you hoping to gain from today’s Seminar?<br />
  4. 4. Agenda<br />- What is social media?- Why use social media?- How companies are already using social mediaFacebook Twitter LinkedIn Blogging<br />
  5. 5. What is social media?<br />Social Media is Communicating <br />a communications channel supported by online tools and media<br />It allows companies to listen to and converse with their clients where they are<br />Like a phone call, e-mail or personal conversation<br />
  6. 6. What is social media?<br />What avenues does Social Media open up?<br />Conversation<br />Listening<br />Monitoring customer feedback <br />New Customer Opportunities<br />Business Development<br />
  7. 7. ACTIVITY<br />Which Social Media platforms do you have the most interest in and why?<br />Have any of you opened accounts or participate in<br />Twitter<br />Facebook<br />LinkedIN<br />Blogging<br />
  8. 8. LinkedIn for Sales and Prospecting<br />
  9. 9. About LinkedIn for Sales and Prospecting<br />Leverage the power of tapping into other people’s LinkedIn networks<br />Utilize to locate prospective clients<br />Don’t sell your services<br />Drive people to relevant content on your site that adds value <br />
  10. 10. Create a Polished Profile<br />Clarify what you do and why you are good at it<br />Be conversational <br />Communicate successes from current/past jobs<br />Make sure your profile is completely filled out<br />Fill out all current and past positions<br />Don’t copy & paste your resume<br />Include URLs linking to your blogand company websites<br />Include a professional photo<br />
  11. 11. Take Your Offline Connections Online<br />Make it a habit to send a LinkedIn connection to customers and prospects after every meeting<br />Connect with people with similar interests<br />Find connections already on LinkedIn<br />Invite those not on LinkedIn to join<br />Answer Questions Posted on LinkedIn<br />Share your expertise & add value to the conversation<br />
  12. 12. Get Introduced to ‘Super Connectors’<br />Realize the power and degree of connectivity<br />Research your 1st, 2nd and 3rd degrees of connection<br />Look at people you know in common with a prospective connection and have them introduce you<br />If you belong to a common LinkedIn Group, send them a LI message to discuss your common interest<br />Regularly Deliver Value to 1st Degree Contacts<br />Send them links that they will find useful<br />Advertise events tothem that they mayfind benefit in<br />
  13. 13. Advanced Search Feature<br />Pinpoint potential clients<br />ASF allows you to build highly specific searches for people/companies by industry, city and keywords<br />
  14. 14. Advanced Search Feature<br />How does it work?<br />Find exactly right person by entering options in the search fields:<br />Keywords: found in member’s profile<br />First/Last name: find someone specific <br />Location: eg London<br />Titles: both current and past titles<br />Company: both current and past employment at a particular company<br />Industry: you can select more than one at a time<br />
  15. 15. Advanced Search Tips<br />Refine your results:<br />Quoted searches: search for an exact phrase, i.e. “Human Resources Manager”<br />‘NOT’ searches: type NOT Product Manager<br />‘OR’ searches: Human Resources Manager OR Recruitment Manager<br />‘AND’ searches: Human Resources Manager AND Recruitment Manager<br />Parenthetical searches: for complex searches, i.e. Human Resources Manager OR ( Training Director)<br />
  16. 16. Advanced Search Feature<br />Analyzing Search Results<br />
  17. 17. Prospecting Tips<br />Invite your personal and professional connections to join LinkedIn if they’re not on it<br />View your connections’ connections<br />Research and identify potential prospects<br />Research decision makers <br />Know their background and find a common ground to help initiate a conversation with them<br />View who has viewed your profile<br />The number of times your profile is viewed shows popularity and effectiveness of your profile<br />
  18. 18. Integrate LinkedIn Into Your Marketing<br />Anytime you do a webinar or present at a conference or tradeshow<br />Invite your audience to network with you or join your LinkedIn group<br />Sharing your presentation or valuable content<br />Include LinkedIn in your email signature<br />Cross promote with other social media<br />Post your events on LinkedIn<br />
  19. 19. Blogging for Beginners<br />Presenting:<br />PradeepChoudhry<br />
  20. 20. What is a Blog?<br />The difference between a blog and a website<br />– A website:<br />• Is a static platform with consistent content<br />– A blog:<br />• Is a dynamic publishing platform with new content<br />• Allows readers to interact/comment/share content easily<br />• Opens the organization’s doors to two‐way communication<br />• Is low‐cost & high in return within marketing, promotionand opportunities for additional business coverage<br />
  21. 21. How to Get Started<br />Step 1: Choosing a niche topic for your blog<br />Step 2: Choosing a blog platform<br />Step 3: Choosing a domain name for your blog<br />Step 4: What are readers looking for from your blog?<br />Step 5: How to change your blogging mindset from ‘what’s in it for me’<br /> to ‘what’s in it for my readers?’<br />
  22. 22. Blog Challenge<br />Blogging requires time and concrete planning to be successful and consistent.<br /><br />
  23. 23. Twitter<br />
  24. 24. What is Twitter?<br />A free micro-communication service that allows users to send and receive messages known as tweets<br /><ul><li> Tweets are post or updates max140 characters
  25. 25. Tweets appear in your followers feed</li></li></ul><li>Twitter<br /> Over 75 million users ranging from students to professionals<br />(Almost) All tweets and profiles are public – you don’t have to be connected (visible to anyone)<br />
  26. 26. Are you already on Twitter?<br />
  27. 27. How to Get Started<br />Step 1: Setting Up A Twitter Account<br />Username consideration<br />Create a short name<br />usernames count against the 140 character limit and also makes it easier for followers to type<br />Be careful with shortening however as it may create confusion and be less likely to remember<br />E.g. @Nhuk (less likely to be remembered)vs. @NewHorizons_uk<br />
  28. 28. How to Get Started<br />Step 1: Setting Up A Twitter Account<br />Username consideration<br />Create a short name<br />usernames count against the 140 character limit and also makes it easier for followers to type<br />Be careful with shortening however as it may create confusion and be less likely to remember<br />E.g. @Nhuk (less likely to be remembered)vs. @NewHorizons_uk<br />
  29. 29. How to Get Started<br />Filling in your profile information<br />Include your website URL and a short bio<br />Users are reluctant to follow empty profiles so be sure to fully complete it<br />Allows users and directories (Twello) to search your bio by keywords<br />
  30. 30. How to Get Started<br />Twitter Background<br />Backgrounds are great for extending the branding strategy<br />With space on the left, provide more information about the company and your office:<br />Logo of your company, useful links, email addresses and contact information<br />Include a photo of yourself<br />it puts a face to your company and personalizes your profile<br />
  31. 31. How to Get Started<br />
  32. 32. Why Should you use Twitter?<br />Thousands of companies are utilizing Twitter as a communications tool to help achieve marketing goals to make profit.<br />
  33. 33. How do you use Twitter?<br />What to do on Twitter<br />Share content about your products and services<br />Monitor current news & buzz on your industry<br />Follow industry leaders and competition<br />
  34. 34. What to do on Twitter<br />Answer client questions to establish credibility and expertise. <br />Be an authority figure for your industry<br />Drive traffic to your center’s website and your other SM sites (FB, LinkedIn, etc.)<br />Perform marketing and competitive research<br />Respond to negative client experiences directly<br />How do you use Twitter?<br />
  35. 35. How do you use Twitter?<br />Frequency<br /><ul><li>SM requires frequent updates and interactions
  36. 36. You are only visible when you are active – users search tweets not profiles
  37. 37. You are what you tweet</li></li></ul><li>How to manage Twitter?<br />Managing the 140-character limit<br />This is no place to waste words<br />URL shortener<br />Shorten your URL & Statistics: Several services ( & offer link analytics that show you how many times your URL was clicked<br />Use symbols: & vs. and, #, $, % - all help reduce character use<br />Edit ruthlessly: Avoid wordiness, find shorter words (e.g. biz vs. business)<br />
  38. 38. How to manage Twitter?<br />1) Twitter Replies and DMs<br />Don’t miss out on any conversations <br />
  39. 39. How to manage Twitter?<br />2) Keyword and # Searches<br />Search users by their tweets<br />Find prospects and industry peers<br /> Search for ‘Microsoft’ or ‘#Microsoft’<br />
  40. 40. How to manage Twitter?<br />3) Lists<br /><ul><li>You can create lists and add users to lists
  41. 41. Follow Lists instead of individual users
  42. 42. Benefits:
  43. 43. Users are saved by topics they tweet about
  44. 44. Easy information access and management
  45. 45. Keep your ‘following’ count low</li></li></ul><li>How to manage Twitter?<br />Twitter Clients: <br />Tweetdeck<br />Allows you to create your own Twitter dashboard, helping you track and maintain a large stream of connections<br />Main features:<br />Segment followers into groups (clients, prospects, friends)<br />Create specific search columns (Microsoft, New Horizons)<br />Tweet from up to 5 Twitter accounts.<br />Translate tweets into another language (Dutch, German)<br />Send updates to your Facebook account<br />Shorten URLs, share videos and images (Twitpic,<br />
  46. 46. How to manage Twitter?<br />Monitter<br /><ul><li>Search tweets by keywords AND geographic location</li></ul>Tweetlater<br /><ul><li>Schedule tweets
  47. 47. Set up tweet automisations e.g. automated welcome DM to new followers</li></li></ul><li>Twitter Tips and Examples<br />Don’t stalk or harass people on Twitter<br />If someone ignores you, verbally attacks you or your company, you should let it go<br />Online spats, especially by a company, are always remembered by the community (and Google)<br />Don’t spam users with hard sales tweets<br />Twitter users quickly notice these actions and will openly call you out and treat you like a spammer<br /> Example: Habitat<br />Damage control Example: Eurostar<br />Tip: Check for more tips<br />
  48. 48. Example<br />Dell is a sales poster child for Twitter, making over $3 million by promoting special offers and discounts available only on Twitter<br />Outlet selling certified refurbished, previously ordered new Dell products<br />Provides advice and assistance<br />How are companies alreadyusing Social Media?<br />
  49. 49. How are companies alreadyusing Social Media?<br />Case Study: Southwest Airlines<br />implemented a very robust social media program<br /> numerous social profiles that focused on building awareness for their brand,as well as their internal community of employees<br />
  50. 50. How are companies alreadyusing Social Media?<br />Dear @SouthwestAir - I know I'm fat, but was Captain Leysath really justified in throwing me off a flight for which I was already seated? <br />Wanna tell me I'm too wide for the sky? Totally cool. But fair warning, folks: IF YOU LOOK LIKE ME, YOU MAY BE EJECTED FROM @SOUTHWESTAIR.<br />Via @byrneification "save the anger for SModcast" Believe it, Son. @SouthwestAir? You fu@#$ with the wrong sedentary processed-foods eater! <br />SouthwestAir did respond<br />
  51. 51. Facebook for Business<br />
  52. 52. Facebook<br />Facebook: a widespread community of almost 500 million users consisting of students and adults. More robust than Twitter, Facebook allows users to share numerous forms of media and messages on each other’s profile pages to communicate and interact<br />
  53. 53. New Horizons on Facebook<br />
  54. 54. What is Facebook?<br />The world’s largest social network<br />Over 500 million users<br />Founded in February 2004<br />Initially a network for just colleges nationwide, slowly opened to everyone with an e-mail address<br />A network where friends, family, colleagues and now businesses can connect witheach other and share messages, linksand various forms of media<br />
  55. 55. Facebookvs Google <br />
  56. 56. Difference Between a Facebook Profile and a Facebook Page<br />Facebook Profiles<br />For people to communicate with friends & family<br />A business or product should NOT open a FB profile<br />Add friends and share status updates, pictures and videos<br />
  57. 57. Difference Between a Facebook Profile and a Facebook Page<br />Facebook Pages<br />Built for businesses, brands, products & celebrities<br />Users become ‘fans’ of a Facebook Page<br />Share status updates, images, videos & discussions<br />Able to track specific metrics<br />Fans, page views,age, gender, location,language<br />
  58. 58. Anatomy of a Facebook Page<br />Becoming a fan<br />
  59. 59. Anatomy of a Facebook Page<br />Top navigation<br />Wall | Info | Boxes | Notes| Blog<br />
  60. 60. Anatomy of a Facebook Page<br />The Wall<br />Fans can write on the wall, allowing companies to understand what a fan is thinking via the “Like” and “Comments” features <br />
  61. 61. Anatomy of a Facebook Page<br />Company Information<br />
  62. 62. Anatomy of a Facebook Page<br />Left sidebar: Fans, Photos and Links<br />
  63. 63. Who’s on Facebook Pages?<br />Big-name corporations<br />
  64. 64. Who’s on Facebook Pages?<br />Big-name corporations<br />
  65. 65. Who’s on Facebook Pages?<br />Celebrities<br />
  66. 66. How Can A Page Help Your Business?<br />Attract new prospects<br />Popularity of the platform will draw in new people from an untapped community to the your brand<br />Communicate business information<br />Information usually found on static web pages are now found on growing, dynamic platforms<br />Business addresses/contact info<br />Event announcements/RSVPs<br />Product/news releases<br />
  67. 67. How Can A Page Help Your Business?<br />Search and SEO benefits<br />Pages are public<br />Thus indexed by search engines and bettering the chance search results pick up your Company’s website/s<br />Links<br />Since pages are public, so are links <br /> included within fan page profiles<br />
  68. 68. How Can A Page Help Your Business?<br />Choose landing page<br />You can set where users go when first clicking to your fan page<br />Ability to promote & target a product/feature launch or a specific brand promotion or deal<br />Integration<br />You can import your blog content, videos & images, and other relevant information<br />Help generate website traffic and activity<br />
  69. 69. 10 Tips to Get the Most Out of Facebook<br />1 – Content: always create fresh, thought-provoking content for your fans - while encouraging them to share thoughts & ideas<br />2 – Engage: always interact with and respondto your fans when they reach out to you<br />3 – Picture/Bio: add an eye-catching picture and appealing bio that grabs new users attention<br />
  70. 70. 10 Tips to Get the Most Out of Facebook<br />4 – Connect: and network with prospects that may be interested in your product/service. Find & engage with them in related groups/pages on Facebook<br />5 – Landing Page: set your Fan Page to a specific tab that potential fans will see. Customize it to include media and exclusive info just for Facebook users<br />
  71. 71. 10 Tips to Get the Most Out of Facebook<br />6 – Aggregate: import content (blogs) and media (YouTube, Flickr) to give fans more resources.<br />7 – Share-ability: make it easy for fans to share content and media posted.<br />8 – Integrate: Facebook isn’t a one stop shop. Make it a part of the business and integrate within the website and other materials. Make it be known to clients & audience of your Page and the benefits of becoming a fan<br />
  72. 72. 10 Tips to Get the Most Out of Facebook<br />9 – Exclusivity: build content, special drawings & contests, tips, videos, etc – all exclusive to only your Facebook fans<br />10 – Be Yourself: be open and inviting to fans, welcoming them, and thinking of them more than just another number<br />
  73. 73. How are companies already using Facebook Pages?<br />Microsoft:<br />Informational portal open to all fans<br />
  74. 74. How are companies already using Facebook Pages?<br />Promoting new Windows 7<br />Offering student discounts (targeted FB demographic)<br />
  75. 75. How are companies already using Facebook Pages?<br />Incentive to become a fan<br />
  76. 76. How are companies already using Facebook Pages?<br />Acknowledges fan base<br />
  77. 77. How are companies already using Facebook Pages?<br />Offerings, tips and support<br />
  78. 78. How are companies already using Facebook Pages?<br />Integration<br />
  79. 79. Social Media for Business Courses<br />Introduction to Social Media for business<br />LinkedIn Training<br />Twitter<br />Blogging<br />12th April, 10th May, 14th June, 13th July<br />12th April, 10th May, 14th June, 13th July<br />13th April, 11th May, 15th June, 14th July<br />13th April, 11th May, 15th June, 14th July<br />