Social Media and Its Role in Buisness


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Social Media and Its Role in Buisness

  1. 1.   Social Media & Its Role in Business Presented by Stephanie Powers, Hagerstown Community College For MD Society of Professional Engineers October 12, 2011
  2. 2. What is Marketing?“Marketing is everything you do to promote your business, from the moment you conceive of itto the point at which customers buy your product or service and begin to patronize yourbusiness on a regular basis.The key words to remember are EVERYTHING and REGULAR BASIS.” -Jay Conrad Levinson Author of the Guerrilla Marketing seriesA New EconomyOrganized by products Organized by customer segmentsFocused on transaction value Focused on the lifetime customer valueShareholder StakeholderMarketing by marketing dept. Marketing by EVERYONECustomer acquisition Customer retentionOverpromise, under-deliver Under-promise, Over-deliver Old Marketing Process Product Promotion People 21st Century Market Process People Product PromotionWhy the change from product to people driven markets?_______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________     Stephanie Powers, 240‐500‐2490    Social Media & Its Role in Business    October 12, 2011 
  3. 3. What does this have to do with social media?Definition of Social Media:_______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________Why is this important for my business?  Search Engine Optimization (SEO) _____________________________________________________________________ _____________________________________________________________________  Customer Service _____________________________________________________________________ _____________________________________________________________________  Qualified Leads _____________________________________________________________________ _____________________________________________________________________  Public Relations _____________________________________________________________________ _____________________________________________________________________  Targeted Marketing _____________________________________________________________________ ________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________     Stephanie Powers, 240‐500‐2490    Social Media & Its Role in Business    October 12, 2011 
  4. 4. WWhat shou I “do” with socia media to help my b uld w al o business? ?UUnderstanding Your Current Social Media Strategy: A Quiz g SA company’s so ocial media strat tegy is generally oriented towar one of four ty y rd ypes. This quiz c help you ide can minant entify your domaapproach (the category with the highest total). Then consider whether you’re using the strate that best su your resourc and c e egy uits cesgoals, or perhap diffusing your efforts over multiple approach when you wg ps hes would be better sserved by focus sing on one.  Source: Ha arvard Business Review, July 2 s 2011 “What’s Yo Social Medi Strategy” Your ia  Stephanie e Powers, 301‐79 90‐2800, Ext. 249 90  Social Me edia & Its Role in Business  sapowerss@hagerstowncc  Septembeer 13, 2011 
  5. 5. Determine a Realistic Level of UseBased on your company’s…  Level of expertise & experience  Expected outcomes  Available time & resourcesLevel 1: Monitor the web for mentions of your company  Set up a Google alert for news, blog posts and online discussions that mention your company o Google will email weekly, daily or real-time updates of search term mentions o Monitoring your mentions and media coverage allows you to calculate the value of your social media and public relations campaigns – i.e. What would equivalent advertising cost your company?  Set up a custom Twitter feed for industry/company related search terms – examples: company name, product names, industry trends, etc. (recommend using HootSuite for this function)  Facebook o IF you have a Facebook business page, be sure to monitor it daily  Claim your business on foursquare, Gowalla, Yelp, Google Places, etc.Level 2: Create accounts and start promoting your business  Determine which social networks are right for your business – Go to your customers o Google Ad Planner can help you research the demographics of various sites – use networks who’s user demographics match your customer and/or target audience demographics  Identify goals for each account and campaign – What do you want to accomplish? o Customer service o Leads o Promotion o Web traffic o Awareness  Set up tracking tools to evaluate success – Use tools like… o HootSuite analytics o Klout score o Website referral numbers o TwitSproutLevel 3: Establish yourself as an industry expert  Get involved in industry-related conversations o Track Twitter for questions relevant to your industry – respond with expert information NOT product promotion o Get involved in applicable LinkedIn Groups o Monitor and respond to LinkedIn Answers o Comment on blog posts  Publish informational content  Stephanie Powers, 240‐500‐2490    Social Media & Its Role in Business    September 13, 2011 
  6. 6. Strategies and Best PracticesSocial Media Strategies to Boost Your Search Engine Optimization (SEO)  Inbound links – link back to your website often  Sharable web content – make sure people can share and interact with all of your web contentFacebook-Specific SEO Strategies  Choose your Facebook page name carefully – think about how people will find you in Facebook’s search function  Create a custom URL – pages with at least 100 fans may create a unique URL – example:  “About” section gets the most bang for your keyword buck – Make sure you use quality keywords in the “about” section of your profile  Other “info.” Items of importance o Address – important for location-specific companies o Company Overview, Mission, Products – use product/service-specific keywords  Use related keywords in photo descriptions and eventsEngage Your Audience  Post frequently ______________________________________________________________________ ______________________________________________________________________  Start & participate in conversations ______________________________________________________________________ ______________________________________________________________________  Promote partners ______________________________________________________________________ ______________________________________________________________________  Respond in a timely manner ______________________________________________________________________ ______________________________________________________________________  Stephanie Powers, 240‐500‐2490    Social Media & Its Role in Business    September 13, 2011 
  7. 7. Strategies and Best Practices (Cont’d)Increase Followers  Offer special promotions to your followers, brand champions, and/or best customers o Facebook – contests, landing page offer o Twitter – use hashtags (#) for contests (photo, trivia, etc.) o YouTube – Video contests/promotions o Foursquare – foursquare specials  Generate frequent & relevant content o Blog posts o Webinars o Quora o LinkedIn Answers and Groups o Sharable Email News & Web ContentCensorship, Integrity & Crisis Management  Be careful not to delete negative comments just because they’re negative  Set guidelines for deleting posts and reference them when you do so – example: profanity, slander, etc.  Have a plan for dealing with a crisisTools to Monitor Networks and Schedule Posts    www.tweetdeck.comResources for More Information  Mashable –  Hub Spot –  Facebook Pages Resources Tab –  Recommended LinkedIn Groups o Social Media Today o eMarketing Association o Fans of Mashable Network  Recommended YouTube Channels o SocialMedia Today o Social Media Examiner  Industry experts to follow o Mack Collier o Scott Stratten o Chris Brogan     Stephanie Powers, 240‐500‐2490    Social Media & Its Role in Business    October 12, 2011 
  8. 8. Want to learn more?Join us on October 20, 2011, from 8:30 a.m. to 12:30 p.m. for Social Media Marketing.Designed for small to medium-sized businesses and nonprofits, this course shows you how to leverageplatforms like Facebook, Twitter, LinkedIn, foursquare and YouTube to engage your audience andgenerate leads.Course Number: PRD 443 DFee: $30Date: Thursday, October 20, 2011Time: 8:30 a.m. to 12:30 p.m.Location: Hagerstown Community College, Career Programs Building 214Other upcoming classes:Extraordinary Customer Service Email MarketingCourse Number: PRD 445 D Course Number: PRD 444 DFee: $70 Fee: $30Date: Thursday, October 13, 2011 Date: Thursday, October 27, 2011Time: 8:30 a.m. to 4:30 p.m. Time: 8:30 a.m. to 12:30 p.m.Location: Valley Mall Training Center Location: HCC, CPB 214 “Grant Writing-Show Me the Money” © Leadership Skills for ManagersCourse Number: PRD 459 D Course Number: PRD 675 EFee: $265 Fee: $200Date: Tuesday-Thursday, October 18-20, 2011 Date: Thursday, November 11, 2011Time: 8:00 a.m. to 4:30 p.m. Time: 8:30 a.m. to 4:30 p.m.Location: HCC, CPB 211 Location: Valley Mall Training CenterCommunication Skills for ManagersCourse Number: PRD 429 DFee: $200Date: Thursday, October 20, 2011Time: 8:30 a.m. to 4:30 p.m.Location: Valley Mall Training Center Register online at, or call 240-500-2236.  Stephanie Powers, 240‐500‐2490    Social Media & Its Role in Business    September 13, 2011