Miami Dade Chamber of Commerce Social Media Success Workshop presentation 2011-02
BUSINESS EMPOWERMENT NETWORKING SERIES SOCIAL MEDIA SUCCESS
SOCIAL MEDIA SUCCESSWelcome:Fred Jackson MDCC ChairmanIntroduction:Bill Diggs President & CEO of MDCC
SOCIAL MEDIA SUCCESSUsing Social Media to Promote Your Business Bill Grunau, @own_your_futureCreating Great Facebook Page Blanca Stella, @miamishines @micaminar Maria De Los Angeles, @vicequeenmariaGetting Started & Using Twitter Marvin Dejean, @mdejean
Follow the Discussion on Twitter Follow #MiamiSocial to join the discussion with other Tweeps… Follow the speakers: Bill Grunau, @own_your_future Stella Blanca, @miamishines @micaminar Maria De Los Angeles, @vicequeenmaria Marvin Dejean, @mdejean
Today’s Social UniverseSource http://causehabits.tumblr.com/post/114460823/socialntwrks-jzuccaro
Inc 500 ‘Likes’ Social MediaAfter ignoring Social Mediafor years, Inc 500 „Likes‟ itin 2010 71% using Facebook 60% using Twitter 50% blogging 18% do not use?
Fortune 100 Goes Social…Twitter leadsFortune 100 for use 65% Twitter 54% Facebook Just 33% Blog? Source: Burston Marsteller Fortune 100 Study, see their Blog for full report
Inc 500 Social Media SuccessesMajority report success withSocial Media programs 85% Facebook 60% 81% Twitter 86% Blogging 75% Foursquare
Social Media is Delivering Value Social Media increases SEO decreasesSource: 19 Marketing Experts Share Tips and Insights - http://bit.ly/i4Q9Jq
Social Media is Delivering Customers Source: State of Inbound Marketing Report - http://bit.ly/aewfHr
Social Media Drives Search Engine Rank Google, Yahoo, & Bing now use social media data to determine page rank and search results! • Facebook Page ‘Likes’ count as a positive vote • Tweets are indexed by Google & show up in results • Blogs are indexed and Blog links help search rank • Blog comments are indexed & show in results
What is Open Graph?Open Graph is Facebook’s new protocol to shareinformation throughout the social web…the Social Graph• You can add ‘Like’ button to your website & blog• ‘Like’ information shared across platforms, examples ‘Like’ info from your website posts to Facebook page ‘Pandora’ favorite songs shared with Facebook friends Yelp favorite places and recommendations shared
Developing a Social Media CampaignWhat makes a great social media campaign?• Here are the basic elements… Website Blog Facebook Page Twitter Youtube (for some)• What is the role of each?
WebsiteYour Website is the hub of your Internet marketingcampaign• Website role is: Search Engine Ranking & Results! Getting you found! Host site for your blog Information resource for your customers & clients Product & Service Information Links to your social media: Facebook, Twitter, Blog Sells your product – this is a result of all of the above!
Facebook PageYour Facebook Page complements your website…• Facebook Page is a Social Network: Conversation & interaction with fans of your brand Questions posted about your brand & you answer Fans post pictures, even videos Contests & coupons Provide information updates to your fans
Your BlogWhat makes a great blog?• Here are the basic elements… Interesting topics Things you are passionate about How to information & unique insights Personal stories
Social Media ConversationsConversation StylesWebsite:• Content rich• Information resourceFacebook, Twitter, and Blogs:• Authentic – be yourself, be personal• Sharing not selling; less than 10% about products, services or offers
TwitterTwitter’s role is… Micro blogging – announcements about new blog posts News feed Conversation with Tweeps Sharing information Networking Driving traffic to website, Facebook, and blog!
Next up…Creating a Great Facebook Page Stella Blanca, @miamishines @micaminar Maria De Los Angeles, @vicequeenmaria
Next up…Creating a Great Facebook Page • Personal Profile vs. Facebook Page Personal Profile Facebook Page 5000 friends maximum Unlimited Private Open Not Indexed Indexed by Google
Benefits of A Facebook Page• 500 million + active users• Fully indexed by Google with your keywords• Alexa Ranking of #2 & Page Rank of 10• Create your own hub to engage with clients/customers & new prospects• Drive traffic back to your blog, newsletter or opt-in list• Free to host video, images, content
Key Items To Initiate• Company Info• Logo• Individual Pictures or Photo Album• Video• Links to Website , Blog or Articles of Interest• Start Sharing, Invite Friends• Optional: Add other people as admins for management
After 25 Likes You WantFacebook.com/xyzconsulting http://www.facebook.com/username
Allocating Resources To Build & Maintain Your Page• Your time• Outsourcing: Social Media Community Managers , Professional Bloggers, Freelancers• Submit small jobs to websites: ie. Gig Coin• $500 to $1000 for custom content by a graphic and webdesigner• Purchase templates: ie. Fan Page Engine• Targeted Facebook Ads (paid)
Tips To Engage People • Ask questions • Use lots of visuals • Provide valuable links outside of your own and ask for their opinions • Use polls • Create contests/sweepstakes • Giveaways or coupons • Create events • Crowdsource for ideas
Small Business Examples Go Palo, Music Band Go Palo: Facebook.com/Go Palo
Go Palo Event InvitesGo Palo: Facebook.com/Go Palo
Miamism by Ines Hegedus- Garcia & Enrique Garcia, Real Estate Agents Miamism: Facebook.com/miamism
Miamism : It’s All About the Mojitos (And Real Estate) Miamism: Facebook.com/miamism
Involver: You Tube, Flickr, Twitter, RSS & much more http://involver.com/applications/
Coupons, Group Deals, Contests & Sweepstakes Need To Abide By Facebook Policies Administer promotion through 3rd party applications: • Wildfire • Offerpop • Votigo • Bulbstorm Source: http://blog.gigcoin.com/is-a-facebook-contest-or- sweepstakes-right-for-your-business/ http://www.facebook.com/promotions_guidelines.php
Wild Fire Giveaway App Example: Blowfish Shoes http://facebook.com/blowfishshoes
Wild Fire Sweepstakes Example: Guitar Jamzhttp://www.facebook.com/pages/Guitar-Jamz/211844342207?v=app_28134323652
Large Brand Examples• Target and Lady Gagahttp://apps.facebook.com/heartgaga/• Starbuckshttp://www.facebook.com/Starbucks• Coca Colahttp://www.facebook.com/cocacola
Next up…Getting Started & Using Twitter • Getting Started & Using Twitter – Marvin Dejean, @mdejean.
Real Time Communication ToolTwitter is a combination of these various forms of communication.140 characters or lessshared links to interesting content on the web,conversations around hot topics (using hashtags),photos, videos, music,real-time accounts from people who are in the midst of a newsworthyevent, crisis, or natural disaster.
10 Twitter Best Practices for Brands Do your research before engaging customers Know how your customers use Twitter.
Twitter SearchUse Twitter Search to find out what is being said about your company, your brand, your industry and even the competition
10 Twitter Best Practices for Brands Determine organizational goals
Know The Ultimate GoalCustomer ServiceSell ProductsProvide Information on your industryStrengthen existing relationshipsEntice Prospects
10 Twitter Best Practices for Brands Utilize either a branded or personal profile
10 Twitter Best Practices for Brands Build your Twitter equity and credibilityYou won’t succeed in building your Twitter equity by pushing out one way marketing messages about your product
Follow the 80/20 Rule 80 percent of my tweets are conversational and personal,20 percent are about the company
10 Twitter Best Practices for Brands 5. Track metrics and conversation trends
10 Twitter Best Practices for Brands One metric you absolutely must track: how much money Twitter has saved your brand. How manyissues did you solve, leads did you create, and dollars did you save through Twitter engagement versus traditional resources?
10 Twitter Best Practices for Brands • 6. Don’t go overboard; less structure is better• Planning, training, coordination and integration with social tools is imperative — just don’t go overboard and create a social media policy that is too restrictive.
10 Twitter Best Practices for Brands 7. Listen and observe before engaging
10 Twitter Best Practices for Brands 8. Be authentic & believableyou and your brand need to be believable. This means spending time listening to your community, observing it, and learning about the dynamics of that community.
10 Twitter Best Practices for Brands • 9. Track, measure, and iterateThe great thing about the social web is that it’s not difficult to track the results of Twitter engagement,
10 Twitter Best Practices for Brands • 10. Don’t just strategize: execute!By spending too much time trying to think of the best strategy, you are going to miss priceless opportunities to fix problems, answer questions, and create brand affinity with customers.With Twitter your mantra should be: just get out there and try it.
What is Your Twitter IQ• Are we using Twitter to help boost our site traffic?• Are we using Twitter to improve our search rankings?• Are we tapping Twitter to sell seasonal merchandise and excess inventory?• Are we using Twitter as a focus group environment?• Are we using Twitter to its fullest potential?• Are new clients finding me though Twitter?
The Twitter Road Map• Instead of answering the question, “What are you doing?”, answer the question, “What has your attention?”• Have more than one twitterer at the company. People can quit. People take vacations. It‟s nice to have a variety.• When promoting a blog post, ask a question or explain what‟s coming next, instead of just dumping a link.• Ask questions. Twitter is GREAT for getting opinions.• Follow interesting people. If you find someone who tweets interesting things, see who she follows, and follow her.
The Twitter Road Map• Tweet about other people‟s stuff. Again, doesn‟t directly impact your business, but makes us feel like you‟re not “that guy.”• When you DO talk about your stuff, make it useful. Give advice, blog posts, pictures, etc.• Share the human side of your company. If you‟re bothering to tweet, it means you believe social media has value for human connections. Point us to pictures and other human things.• Don‟t toot your own horn too much.• Promote the heck out of others, too.
The Twitter Road Map• You don’t have to: – read every tweet. – reply to every @ tweet directed to you (try to reply to some, but don’t feel guilty).• Use direct messages for 1-to-1 conversations if you feel there’s no value to Twitter at large to hear the conversation• Use services like Twitter Search to make sure you see if someone’s talking about you. Try to participate where it makes sense.• 3rd party clients like Tweetdeck & Twhirl easier to manage Twitter.• Use the URL shortening tools TinyURL and others tidy your tweets.• Commenting on others’ tweets, and retweeting what others have posted is a great way to build community.
The SpeakersBill Grunau, @own_your_futureBlanca Stella, @miamishines @firstname.lastname@example.orgPhone 305-710-1311Maria De Los Angeles, @vicequeenmariahttp://wilywordsmith.blogspot.comhttp://email@example.comMarvin Dejean, @firstname.lastname@example.orgPhone: 954-254-9030
About Bill Grunau• Bill Grunau has nearly 8,000 followers on Twitter, Bill Grunau, is ranked in the Twitter Elite for Miami by Twitter Grader. He has over 20 years of experience in marketing ranging from high technology business-to-business, business-to-consumer, retail and non-profits. Currently, he is the Dirctor of Account Development for Circle of One Marketing and has successfully launched marketing campaigns using cutting edge Social Media employing Facebook, Twitter, and blogs. Grunau has created high effective Facebook advertising strategies for clients that have increased click-through-rate (CTR) by as much as 20 times and developed highly ranked websites for clients using Search Engine Optimization (SEO) and Social Media Optimization (SMO). He is a published author, “Own Your Future, Straight Talk About How to Buy A Business and Build Your Future” and founder of 2 blogs, SelfSEO.me where he discusses social media, and CareerXL, a blog dedicated to career and professional development.
AboutBlanca Stella & Maria de Los Angeles Blanca Stella; a Social Media, Blogger Consultant and Digital Community Builder for corporate executives at Casablanca Enterprises LLC., Blanca Stella, has been an entrepreneur and small business owner for 25 years. She has shared her vast experience in project management, sales & management to assist clients in developing strategies and solutions for online content management, digital publishing and marketing. Stella graduated from Florida International University with a BA in Finance and International Business. Stella’s model is to “Create Authentic Connections Through Online Media.” Maria de los Angeles is an award-winning freelance writer who has been blogging for five years. She is very involved in the local blogging and social media community and uses social media properties to promote her own brand. She is also an online community manager for Miami Beach 411, the citys premier travel website. As a teacher, she leads workshops on basic blogging as well as communication and interpersonal skills in social media.
About Marvin Dejean Marvin Dejean is the Director of Business Development & Government Relations at United Data Technologies, one of the fastest growing IT firms in the United States. He leads the company’s corporate and government relations for strategic partnerships between UDT and its key vendors, partners & consultants. Dejean is a renowned speaker, author and digital marketing strategist. He also created the “Prime Directive” leadership program that helps businesses, individuals, and organizations take the quantum leap to the ever expanding digital marketplace. He has lent expertise in Social Media and technological advances to some of the most well-known companies and organizations throughout the U.S. Dejean is also the host of his own television business show “Market Trends” on TeleAmerica in Miami and has received numerous of business awards. He is a native of New York City and graduated the University of Miami with a BA in Psychology and Criminal Justice.