Mass Transmit - Getting Started in Social Media


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"Getting Started in Social Media" covers the basic social media topics businesses need to understand to begin their venture into social media. The presentation includes Preparing for Social Media, Executing Your Plan, Choosing Social Media Channels, Participation, Measuring and includes several case studies.

This version is meant to be used for the presentation. See my other files for a more comprehensive deck covering the same topics meant to be used as a leave-behind.

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  • Social Media Revolution 2 (refresh):
  • Social Media isn’t a fad, it’s a fundamental shift in the way we communicate.
  • Why Use Social Media? Your audience is there Cost efficient Vast reach Increase interaction frequency Receive real-time feedback Gain competitive intelligence Better understand your audience Help your audience It’s fun ** Social media is an ingredient, not an entree. **
  • ** Social media changes the relationship between companies and customers from master and servant, to peer to peer. ** Create and cultivate relationships Increase brand awareness Identify prospects Generate leads Client/Customer retention Better understand your audience Decrease the duration of the sales cycle Reduce Marketing Spend Generate inbound traffic Search Engine Optimization Build reputation and credibility Gain competitive advantage
  • 85% of all marketers say social media has generated exposure for their business More than half say social media has generated qualified leads 53.1% reported new business partnerships due to social media 73% cite improved search engine rankings due to social media 56% of users feel a stronger connection with companies they interact with through social media
  • Before you get started, define the goals for your business or organization: Awareness Lead Generation Increase Sales Customer Retention Customer Service/Support HR/Hiring Event Marketing Feedback (Focus Group/Crowdsourcing)
  • Identify how you plan to measure success Create your Strategy Obtain internal approval/support Marketing/PR Customer Service/Support IT/Web Developers Senior Management Get the right people involved Identify and Coordinate Resources Channel Management Time Content Production Response Routing Fulfillment ** Focus on how to be social, not on how to do social. **
  • Demographics Psychographics Location Current relationship Niche groups Channels they use Business Setting/Company Roles/Positions
  • Determine Legal Guidelines and Policies Determine Message Voice/Tone Implement an Approval Process Create Schedules Getting Started Training Monitoring Content Updates & Responses Resources
  • Align with business goals Be human - use a personal voice Be authentic - stay true to your brand, admit mistakes, say thank you Learn through action Share - the point of social media is sharing (ideas, information, expertise) Add value Build trust (don’t pitch, just help) Have fun
  • Stake your claim before someone else takes away your brand!
  • What to listen for: Company or Brand Name Product or Service Names/Terms Names of Executives or Top Talent Competitors brand names Competitor product/service names Industry Keywords/Phrases ** Social media doesn’t create negativity, it uncovers it.**
  • A SMMS can help you: Publish content to multiple social channels Schedule and automate content delivery Monitor and review social media activity Manage internal resources/workflow Manage resource permissions Review metrics and reporting
  • Social media allows big companies to act small again.
  • BENEFITS: Generate awareness Establish brand and thought leadership Engage your audience Share content Generate qualified leads Customer retention Search engine optimization
  • Linkedin is for people you know. Facebook is for people you used to know. Twitter is for people you want to know. 105 million registered users 180 million monthly unique visitors 75% of traffic sourcing from outside applications Adding 300,000 new users daily 93% of social media marketers are using Twitter now - Most relationships are not reciprocal: Only 22%of Twitter user pairs follow each other - 35% of news-oriented retweets posted in the first 10 minutes
  • BENEFITS: Establish yourself as a thought leader Frequently engage your audience Meet new people Find your audience with Twitter search Monitor industry news and events Create buzz Gain competitiveintelligence Generate leads Search engine optimization Great for events
  • For impact 2009, IBM used Twitter and LinkedIn to drive attendance to a partner conference on Smart SOA. The prize was that three winners would have 30 minutes with IBM’s CTO. They generated 40% of their registration goals within 72 hours via social channels.
  • 1/3 of all Facebook users are in the US The average user has 130 friends 175 million people visit Facebook every day Facebook tops Google for weekly traffic in the US If it were a country, it would be third largest in the world (only behind China & India)
  • BENEFITS : Huge, dedicated audience that checks in regularly When content goes viral it has significant reach Confirm your key audience and strengthen customer relationships Great environment to build your brand Easy channel for feedback (likes) and conversation (comments)
  • Average age of 41, HHI of $110k 80% college grad/post-grad
  • BENEFITS : Professional, educated audience Great opportunities for B2B Take advantage of Groups- create and participate Use Groups as private communities Resource for recruiting, talent acquisition Updates posted to your network Follow companies (track your competition)
  • Over 20 hours of video uploaded every minute 135 million viewers watched 13.1 billion YouTube videos in March 2010 (96 videos/viewer) 84.8% of total U.S. Internet audience watch online video A popular video will generate 1 million to 50 million views
  • BENEFITS : Video is engaging and averages longer interaction than other media Video content is easily sharable YouTube offers great statistical data on video effectiveness Video meta data is great for SEO (Google owns YouTube) Channels allow you to create a network and easily share video content with them
  • BENEFITS: Can be public or private Membership can be controlled Content be managed/moderated Community manager can lead discussions, provide information, solicit feedback, etc. Own the conversation
  • BENEFITS: Great way to share content Post your content to share with others Provides additional SEO value
  • BENEFITS: 25 million unique visitors 70 million page views/month 62% college degree, 19% masters or PhD Presentations can be embedded on your site/blog Options for sharing privately Join groups to share based on interests
  • BENEFITS: Photo sharing (share w/your connections) Subscribe to photostreams via RSS Photos can be incorporated into other channels (i.e. Facebook pages, blogs)
  • What to share via social media: Content that will benefit your contacts (blog posts, videos, webinars, etc.) Unique industry news and information Your thoughts/positions on relevant industry content Responses to others sharing relevant information Questions that other experts can answer Talk about yourself/your business less than 10% of the time (press releases, company news, product/service announcements, etc.)
  • Sources: and
  • Source:
  • Source:
  • Since 2007, AMEX OPEN has relied on its OPEN Forum to provide business advice and insight. The social site includes a blog with frequently updated content, and a large collection of videos that users can rate and share via other social networking channels. In the site’s “Idea Hub,” forum members can network with one another and with industry experts, as well as customize topics to their specific interests. The social site has been extremely successful, increasing unique visitors 525% over the past year – from 160,000 in December 2008 to nearly 1 million in December 2009.
  • Mass Transmit - Getting Started in Social Media

    3. 3. <ul><li>PREPARING FOR SOCIAL MEDIA </li></ul>
    4. 4. <ul><li>How Marketing is changing… </li></ul><ul><li>OLD: OUTBOUND MARKETING </li></ul><ul><li>Telemarketing </li></ul><ul><li>Direct Mail </li></ul><ul><li>TV/Radio </li></ul><ul><li>Print Ads </li></ul>
    5. 5. <ul><li>How Marketing is changing… </li></ul><ul><li>NEW: INBOUND MARKETING </li></ul><ul><li>Blogs </li></ul><ul><li>Social Media channels </li></ul><ul><li>Search (SEO & SEM) </li></ul><ul><li>RSS & Email Subscriptions </li></ul>
    6. 6. INBOUND MARKETING = being found by those looking for your products or services
    7. 7. <ul><li>You are not late to the game </li></ul>69% have been using social media “ a few months” or less
    8. 8. <ul><li>Why use social media? </li></ul>
    9. 9. 93% of Americans believe a company should have a social media presence
    10. 10. <ul><li>Social Media Benefits </li></ul>
    11. 11. 73.8% say social media has helped them close business
    12. 12. <ul><li>Define your Goals </li></ul>
    13. 13. <ul><li>Start with a Plan </li></ul>
    14. 14. <ul><li>Identify Your Audience </li></ul>
    15. 15. Over 90% of B2B buyers are using social media channels to research purchases
    16. 16. <ul><li>Create Guidelines and Schedules </li></ul>
    17. 17. <ul><li>Guiding Principles </li></ul>
    18. 18. <ul><li>EXECUTING YOUR PLAN </li></ul>
    19. 19. <ul><li>Choose Your Identity </li></ul><ul><li>Pick a name to use on all channels </li></ul><ul><li>Pick a graphic avatar/icon </li></ul><ul><li>Create a social media style guide </li></ul>
    20. 20. <ul><li>Listen </li></ul><ul><li>What is being said? </li></ul><ul><li>Who is saying it? </li></ul><ul><li>Where are they saying it? </li></ul><ul><li>Is it positive or negative? </li></ul><ul><li>How much reach or impact does it have? </li></ul>
    21. 21. <ul><li>Listening/Monitoring Tools </li></ul><ul><li>FREE TOOLS: </li></ul><ul><li>Google Alerts ( </li></ul><ul><li>Social Mention ( </li></ul><ul><li>Twitter search ( </li></ul>Tip: subscribe to a Twitter search result or Social Mention alert via RSS
    22. 22. <ul><li>Listening/Monitoring Tools </li></ul><ul><li>ENTRY-LEVEL TOOLS: </li></ul><ul><li>Trackur ( </li></ul><ul><li>ViralHeat ( </li></ul><ul><li>Sysomos Heartbeat ( </li></ul><ul><li>UberVU ( </li></ul>
    23. 23. <ul><li>Listening/Monitoring Tools </li></ul><ul><li>SOPHISTICATED TOOLS: </li></ul><ul><li>Radian6 ( </li></ul><ul><li>Sysomos ( </li></ul><ul><li>Scout Labs ( </li></ul><ul><li>Alterian SM2 ( </li></ul>
    24. 24. <ul><li>Other Social Media Tools </li></ul><ul><li>ADDITIONAL USEFUL TOOLS: </li></ul><ul><li>Flowtown ( - turn an email address into a full social profile </li></ul><ul><li>Rapleaf ( - data to help round out customer contact profiles </li></ul><ul><li>Swix ( - helpful tool for determining social media ROI </li></ul><ul><li>Addict-o-matic ( - create a custom web page with the latest buzz on any topic </li></ul><ul><li>HowSociable? ( - Measure your brand’s visibility on social channels </li></ul>
    25. 25. <ul><li>Social Media Management Systems (SMMS) </li></ul>WHAT IS AN SMMS? A SMMS is a tool that allows you to manage, monitor and measure your social media activity in one place. <ul><li>SMMS OPTIONS: </li></ul><ul><li>HootSuite ( </li></ul><ul><li>Social Talk ( </li></ul><ul><li>Spredfast ( </li></ul><ul><li>Awareness Social Marketing Hub ( </li></ul>
    26. 26. <ul><li>CHOOSE YOUR CHANNELS </li></ul>
    27. 31. <ul><li>Blogs </li></ul>Blogs are the cornerstone of social marketing. Nearly all of your social media efforts will point back to your blog.
    28. 32. <ul><li>Blogs </li></ul>
    29. 33. <ul><li>Blogs </li></ul>
    30. 34. <ul><li>Blogs </li></ul>
    31. 35. <ul><li>Blogs </li></ul>
    32. 36. <ul><li>Twitter </li></ul><ul><li>85% of large businesses will be increasing their Twitter activities </li></ul><ul><li>87% of Americans familiar with Twitter in 2010, up from 5% in 2008 </li></ul>
    33. 37. <ul><li>Twitter </li></ul>
    34. 38.
    35. 39. <ul><li>Twitter </li></ul>B2B Highlight: IBM used Twitter to generate 40% of their event registration goals within 72 hours via social channels.
    36. 40. <ul><li>Facebook </li></ul><ul><li>85.4% of large businesses plan on increasing Facebook activity </li></ul><ul><li>Average value of a fan is $3.60 </li></ul>
    37. 42. <ul><li>Facebook </li></ul>B2B Highlight: Hubspot uses Facebook to create leads through a variety of free offerings such as webinars, trials of services, marketing kits, whitepapers, etc.
    38. 43. <ul><li>How B2B uses Facebook </li></ul>B2B Facebook Page Examples: Cintas http:// facebook .com/ cintas salesforce Forrester Research: http:// facebook .com/forrester Sodexo (Careers example): sodexocareers
    39. 44. <ul><li>Linkedin </li></ul><ul><li>50% are business decision makers </li></ul><ul><li>7.8% are C-level executives </li></ul><ul><li>72% of B2B companies plan on increasing use of LinkedIn </li></ul>
    40. 46. <ul><li>YouTube </li></ul><ul><li>YouTube generates 90% of online video consumption </li></ul><ul><li>YouTube Search is the world’s 2nd largest search engine </li></ul><ul><li>73% of marketers plan on increasing YouTube/video marketing </li></ul>
    41. 47. <ul><li>YouTube </li></ul>
    42. 48. <ul><li>Social Communities </li></ul>Social Communities can be a great way for businesses to facilitate and manage a social environment. Communities can provide the social tools which drive visitor engagement all while managing and moderating the community content.
    43. 49. <ul><li>Social Media Tools people want to learn more about: </li></ul>
    44. 50. <ul><li>Delicious </li></ul>Delicious is a Social Bookmarking tool. Catalog the articles, sites, pages, etc. you enjoy, tag them and share with your network. Easily search your bookmarks by tag when you need to find relevant content.
    45. 51. <ul><li>Slideshare </li></ul>Slideshare is the world’s largest community for sharing presentations, documents and PDF files.
    46. 52. <ul><li>Flickr </li></ul>Flickr is a web-based photo management and sharing application. Users can upload photos and video, tag them, share with connections, and comment on other photos.
    47. 53. <ul><li>Check-in Geo-location Apps </li></ul><ul><li>BENEFITS: </li></ul><ul><li>Opportunities for location-based marketing </li></ul><ul><li>Promote your business through check-ins </li></ul><ul><li>Generate on-site/in-store traffic </li></ul><ul><li>Generate awareness through friend activity </li></ul>
    48. 54. <ul><li>Check-in Geo-location Apps </li></ul>
    49. 55. <ul><li>PARTICIPATE </li></ul>
    50. 56. <ul><li>Create Conversation and Engage </li></ul>
    51. 57. <ul><li>Maintain Your Channels </li></ul><ul><li>Be Original </li></ul><ul><li>Be Helpful </li></ul><ul><li>Be Passionate </li></ul><ul><li>Be Respectful </li></ul><ul><li>Be a Motivator </li></ul><ul><li>Be a Leader </li></ul>
    52. 58. <ul><li>What Not To Do </li></ul><ul><li>DON’T only talk about yourself/your business </li></ul><ul><li>DON’T oversell </li></ul><ul><li>DON’T force it </li></ul><ul><li>DON’T be inconsistent in approach or timing </li></ul><ul><li>DON’T do anything that doesn’t help achieve goals </li></ul>
    53. 59. <ul><li>Marketing Your Social Media Channels </li></ul>Add your social media channels to your online and offline communications/collateral <ul><li>Emails </li></ul><ul><li>Web Site </li></ul><ul><li>Direct Mail </li></ul><ul><li>Ad Units </li></ul><ul><li>Packaging </li></ul><ul><li>Business Cards </li></ul><ul><li>Print Ads </li></ul><ul><li>Radio/TV </li></ul>
    54. 62. <ul><li>MEASURE </li></ul>
    55. 64. <ul><li>MEASURE: Awareness </li></ul><ul><li>Social mentions </li></ul><ul><li>Fans/Followers/Friends </li></ul><ul><li>Web site traffic </li></ul><ul><li>Search rankings </li></ul><ul><li>Reach </li></ul>
    56. 65. <ul><li>MEASURE: Lead Generation </li></ul><ul><li>Opt-Ins/Database Growth </li></ul><ul><li>Offer redemptions </li></ul><ul><li>Repeat Visits </li></ul><ul><li>Inquiries </li></ul>
    57. 66. <ul><li>MEASURE: Retention </li></ul><ul><li>Increase in positive sentiment </li></ul><ul><li>Increase in feedback (comments, mentions, etc.) </li></ul><ul><li>Decrease in churn rate </li></ul><ul><li>Reduction in support channels </li></ul>
    58. 67. <ul><li>MEASURE: ROI </li></ul><ul><li>SEO improvements generated additional web traffic </li></ul><ul><li>Generated 250 leads via whitepaper download </li></ul>Blogging ROI Social Medium <ul><li>20% increase in service inquiries </li></ul><ul><li>50 new opt-ins </li></ul>Slideshare <ul><li>50 product sales originated from </li></ul><ul><li>Generated 100 new opt-ins </li></ul>YouTube <ul><li>Reduced costs of talent acquisition by 50% </li></ul><ul><li>Helped find targeted audience at $0 cost </li></ul>LinkedIn <ul><li>Webinar attendance up 20% </li></ul><ul><li>Event sold-out due to 150 Facebook fans signing up </li></ul>Facebook <ul><li>10% of traffic to site from Twitter generate opt-ins </li></ul><ul><li>Customer Service calls down by 20% </li></ul>Twitter
    59. 68. 84% of social media professionals DO NOT measure ROI
    60. 69. <ul><li>OUTSOURCING </li></ul>25.7% of large businesses are outsourcing social media. That number is expected to double in the next year. <ul><li>What You Should Consider Outsourcing: </li></ul><ul><li>Consulting/strategy </li></ul><ul><li>Profile setups </li></ul><ul><li>Getting listed </li></ul><ul><li>Automated status updates </li></ul><ul><li>Automated tasks </li></ul><ul><li>Assistance with generating content </li></ul><ul><li>What You Should Not Outsource: </li></ul><ul><li>Conversation </li></ul><ul><li>Business content development </li></ul><ul><li>Support </li></ul>
    61. 70. <ul><li>B2B SOCIAL MEDIA CASE STUDIES </li></ul>
    62. 71. <ul><li>INDIUM </li></ul><ul><li>Indium manufactures electronic components. They use social media as one of the pillars of its thought leadership program. They use a network of blogs (14 bloggers, 70 blogs), Facebook, Twitter, Linkedin and YouTube. They strive to be considered the best, most authoritative trusted source in their industry. </li></ul><ul><li>Results: </li></ul><ul><ul><li>Increase in customer contacts </li></ul></ul><ul><ul><li>Significant increase in leads </li></ul></ul><ul><ul><li>25% reduction in marketing costs </li></ul></ul>
    63. 74. <ul><li>INTEL SOFTWARE PARTNER PROGRAM </li></ul><ul><li>Challenge: Intel’s Software Partner Program wanted to attract new participants </li></ul><ul><li>Goal: Increase program participations by 25% </li></ul><ul><li>Solution: Coordinate a consistent brand experience across all channels. ISPP created blog guidelines and topics, generated fresh content, and then announced it via Twitter, Facebook and LinkedIn using automation tools. ISPP also utilized the blog content for email newsletters and added social sharing links to their email campaigns. </li></ul><ul><li>Results: </li></ul><ul><li>400% increase in Twitter followers </li></ul><ul><li>LinkedIn Group increase of 100% </li></ul><ul><li>Facebook Fan increase of 2000% </li></ul><ul><li>Overall program participation increase of 32% </li></ul>
    64. 75. <ul><li>INTEL SOFTWARE PARTNER PROGRAM </li></ul>
    65. 76. <ul><li>AMEX OPEN Forum </li></ul><ul><li>AMEX Open is an online community of business owners. It gives users tools to connect and collaborate. The social site includes the Idea Hub, a digital trading post of ideas and insights from industry experts and owners. It includes articles, videos, discussion boards and event listings as well as a lead generation tool. </li></ul><ul><li>Results: </li></ul><ul><ul><li>Increased users 525% in one year, from 160,000 in December 2008 to over 1 million in December 2009 </li></ul></ul>
    66. 78. THANK YOU Adam Q. Holden-Bache 8701 Mallard Creek Dr. Charlotte, NC 28262 704-706-2670 x200 [email_address] Twitter: @adamholdenbache