Social media for Business

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Presentation for the West Philadelphia Free Library on November 2nd, 2011

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  • Push - Traditional - Build awareness to tell the target market about your product. Distribution model (Television ads, radio ads, newspaper ads, billboards) i.e Pull - Social Media - Use word of mouth (networking) to allow your target market find your product/service by utilizing attraction marketing techniques. Distribution model (facebook, twitter, linkedin, plaxo, myspace, flikr, blogtalkradio) i.e
  • Marketing defined by the American Marketing Association as the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. Become the hunted - as an expert for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. 
  • to attract John's network to the brand. Sue who is in John's network; likes John therefore she likes the ad... Nick who likes Sue; likes the ad also because Sue likes it (and on and on...)
  • Social media for Business

    1. 1. Social Media for Business Nicole Newman President/CEO, Newman Networks November 2nd, 2011
    2. 2. Agenda <ul><ul><li>What is marketing? </li></ul></ul><ul><ul><li>What is social media? examples... </li></ul></ul><ul><ul><li>Cost effective marketing activities? </li></ul></ul><ul><ul><li>Build a contact list </li></ul></ul><ul><ul><li>Build Trust through Edification </li></ul></ul><ul><ul><li>Connect with newsletters </li></ul></ul><ul><ul><li>CRM Follow-up process </li></ul></ul><ul><ul><li>Resources </li></ul></ul>
    3. 3. What is Marketing? Marketing is belief in yourself transferred to someone else. All people (someone else) are -     1) Customer     2) Potential Customer     3) Referral Marketing Partner         a. Local business         b. High Scool Classmate         c. College Alumni  Social Media  is not who you know but WHO KNOWS YOU!
    4. 4. What is Social Media? <ul><ul><li>Social media is online content created by people using highly accessible and scalable publishing technologies. At its most basic sense, social media is a shift in how people discover, read and share news, information and content. </li></ul></ul><ul><ul><li>It is the democratization of information, transforming people from content readers into publishers. </li></ul></ul><ul><ul><li>Social media has become extremely popular because it allows people to connect in the online world to form relationships for personal, political and business use. </li></ul></ul>
    5. 5. Social Media Websites <ul><ul><li>Facebook – 700 Million Active users (70% outside the US) </li></ul></ul><ul><ul><li>Myspace – 120 Million Active Users </li></ul></ul><ul><ul><li>Blogs - 55 million active users (declining) </li></ul></ul><ul><ul><li>Linkedin – 90 million registered users </li></ul></ul><ul><ul><li>Twitter – not disclosed </li></ul></ul><ul><ul><li>YouTube - over 100 million videos a day </li></ul></ul><ul><ul><li>Plaxo </li></ul></ul><ul><ul><li>Yelp </li></ul></ul>
    6. 6. Cost Effective Marketing Techniques PUSH (TV, Radio, Newspapers, Magazines, Billboards, Program Guides) EXPENSIVE Versus   PULL (Social Media, Websites, Networking, Radio Interviews...) COST EFFECTIVE &quot;It is not who you know but who knows you&quot; - http://www.otiscollier.com/its-not-who-you-know-but-who-knows-you/
    7. 7. Edification <ul><li>The art of speaking highly about someone else </li></ul><ul><ul><li>We speak more negatives than positives </li></ul></ul><ul><ul><li>We must learn to speak positive </li></ul></ul><ul><ul><li>This is a skill </li></ul></ul><ul><li>Homework - practice edification daily one a different person each day! </li></ul>
    8. 8. What is Attraction Marketing? Marketing defined Attract is to exert a force on (a body) causing it to approach or prevent it from moving away; Attraction Marketing utilizes free or low cost social media tools to &quot;become the hunted&quot;
    9. 9. Build Your Brand <ul><ul><li>Marketing </li></ul></ul><ul><ul><li>belief in yourself transferred to someone else </li></ul></ul><ul><ul><ul><li>Resume </li></ul></ul></ul><ul><ul><ul><li>Testimonials </li></ul></ul></ul><ul><ul><ul><li>Visual appearance </li></ul></ul></ul><ul><ul><ul><li>Posture </li></ul></ul></ul><ul><ul><ul><li>YouTube </li></ul></ul></ul>
    10. 10. Facebook Ads Work! Facebook uses the power of influence (John X likes the ad) Facebook uses the status updates as content for the ad meaning the ads dynamically change without programmer intervention Influence and Expert knowledge = attraction marketing
    11. 11. How does Linkedin work? <ul><li>Three levels of Engagement </li></ul><ul><ul><li>On-line Resume </li></ul></ul><ul><ul><ul><li>continuous update </li></ul></ul></ul><ul><ul><ul><li>can PDF </li></ul></ul></ul><ul><ul><li>Recommendations </li></ul></ul><ul><ul><ul><li>stand out from the  </li></ul></ul></ul><ul><li>          crowd </li></ul><ul><ul><ul><li>useful for job search </li></ul></ul></ul><ul><ul><li>Groups </li></ul></ul><ul><ul><ul><li>build common interest </li></ul></ul></ul><ul><ul><ul><li>target market </li></ul></ul></ul>
    12. 12. How to use Facebook for branding <ul><ul><li>Use your home page for  lead generation </li></ul></ul><ul><ul><li>Research prospects based on name and picture </li></ul></ul><ul><ul><ul><li>70% of all facebook users look at pictures </li></ul></ul></ul><ul><ul><ul><li>Quote - &quot;Facebook says more than 3 billion photos are being uploaded every month..&quot; </li></ul></ul></ul><ul><ul><li>Connect with Friends of Friends </li></ul></ul><ul><ul><li>Respond to other interesting posts </li></ul></ul><ul><ul><li>ACCEPT all &quot;friend&quot; (someone else) requests </li></ul></ul><ul><ul><li>BE CONSISTENT </li></ul></ul><ul><ul><li>CREATE A &quot;fan&quot; page </li></ul></ul>
    13. 13. Enhancements to Social Media Presence <ul><ul><li>Content to attract target market </li></ul></ul><ul><ul><li>Landing Page (fan page is website for facebook) </li></ul></ul><ul><ul><li>Favorite pages (reciprocal relationship with other Businesses) </li></ul></ul><ul><ul><li>Membership - what is their incentive to  </li></ul></ul><ul><ul><ul><li>Become a fan </li></ul></ul></ul><ul><ul><ul><li>Suggest to friends </li></ul></ul></ul><ul><ul><ul><li>Automate tracking tools </li></ul></ul></ul><ul><ul><li>ADVERTISE!!!!! </li></ul></ul>
    14. 14. Build a contact List <ul><ul><li>Average person knows 500 people </li></ul></ul><ul><ul><li>Every contact is valuable (potential customer, customer, referral marketing partner) </li></ul></ul><ul><ul><li>Social Media </li></ul></ul><ul><ul><ul><li>download list from Linkedin </li></ul></ul></ul><ul><ul><ul><li>download list from Facebook </li></ul></ul></ul><ul><ul><ul><li>Download list from e-mail accounts </li></ul></ul></ul><ul><ul><ul><li>utilize networks to disseminate info. </li></ul></ul></ul><ul><ul><li>DO NOT PURCHASE LISTS </li></ul></ul>
    15. 15. Connect with Newsletters <ul><ul><li>Newsletter is a distribution systems for contacts </li></ul></ul><ul><ul><li>Directs readers to a set location </li></ul></ul><ul><ul><li>Should bring value </li></ul></ul><ul><ul><li>Helps track marketing activity </li></ul></ul><ul><ul><ul><li>Build lead list </li></ul></ul></ul><ul><ul><ul><li>generate new subscribers </li></ul></ul></ul><ul><ul><li>Recommended www.icontact.com </li></ul></ul><ul><li>    Read more @ http://www.email-marketing-options.com/ </li></ul>
    16. 16. CRM follow up process <ul><ul><li>Import data into NeatReceipts </li></ul></ul><ul><ul><li>Transfer to www.sendoutcards.com/newmannetworks </li></ul></ul><ul><ul><li>Check contacts on social media - (www.linkedin.com) </li></ul></ul><ul><ul><li>Check contacts on social media - (www.facebook.com) </li></ul></ul><ul><ul><li>Learn about them to create connection </li></ul></ul><ul><ul><li>f/u with e-mail or next networking event  </li></ul></ul><ul><ul><li>add to e-mail distribution list </li></ul></ul><ul><li>For more info: http://www.examiner.com/business-technology-in-philadelphia/what-do-you-do-with-a-business-card </li></ul>
    17. 17. Resources 1)  Social Media Revolution  version 2 YouTube video 2) The Blue Blanket Blog (http://blueblanketblog.com/2010/04/07/social-media--go-wide-or-go-deep.aspx) 3) Barack Obama Internet Strategy ( http://www.readwriteweb.com/archives/barack_obama _ internet_strategy_presentation.php) 4) Facebook growth chart - (http://socialmediaseo.net/2010/04/08/facebook-growth-chart/) 5) http://www.insidefacebook.com/2010/02/15/new-facebook-statistics-show-big-increase-in-content-sharing-local-business-pages/
    18. 18. http://www.facebook.com/newmannetworks http://www.newman-network.com http://www.linkedin.com/in/nicolenewman  http://ulec2011.eventbrite.com

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