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How to market your business on Facebook, Twitter & Social Media Clayton Wehner

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A short arousal video… <ul><li>http://www.youtube.com/watch?v=nrlSkU0TFLs </li></ul>

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What we’re gunna cover today…the scope <ul><li>Quick intro to social media – what is it? </li></ul><ul><li>The importance of your core website </li></ul><ul><li>A social media strategy </li></ul><ul><li>The technologies </li></ul><ul><ul><li>Blogging </li></ul></ul><ul><ul><li>Twitter </li></ul></ul><ul><ul><li>Facebook </li></ul></ul><ul><ul><li>Online video </li></ul></ul><ul><li>Making money </li></ul>

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Quick intro around the table <ul><li>Your name </li></ul><ul><li>Your business </li></ul><ul><li>Your website </li></ul><ul><li>Your social media forays to date </li></ul>

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How this workshop works <ul><li>I have structured content </li></ul><ul><li>But happy to deviate where necessary </li></ul><ul><li>Ask questions along the way </li></ul><ul><li>Learn from one another </li></ul><ul><li>Informal, interactive, fun </li></ul>

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Social Media <ul><li>Belongs to the Web 2.0 movement – the interactive web </li></ul><ul><li>Social media is ‘media designed to be disseminated through social interaction, created using highly accessible and scalable publishing techniques’ </li></ul><ul><li>Blogs, micro-blogging, social networking, video/file sharing, wikis, social bookmarking, community sites and more </li></ul>

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Your website and social media <ul><li>Your website should be the central component of your social media strategy </li></ul><ul><li>If your website needs work, best to sort this out first before getting serious about social media… </li></ul>

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Many avenues in Users can engage in the forum that they are most comfortable with

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Example website – Random House

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POST – a social media strategy <ul><li>People </li></ul><ul><ul><li>Who are you targeting? </li></ul></ul><ul><ul><ul><li>Certain demographic, multiple demographics </li></ul></ul></ul><ul><li>Objectives </li></ul><ul><ul><li>What do you want to achieve? </li></ul></ul><ul><ul><ul><li>More sales? Leads? Engagement? Awareness? </li></ul></ul></ul><ul><li>Strategies </li></ul><ul><ul><li>How do your propose to achieve your objectives? </li></ul></ul><ul><ul><ul><li>Competitions, special deals, provision of information, email marketing </li></ul></ul></ul><ul><li>Technologies </li></ul><ul><ul><li>Which technologies will you use to implement the strategies? </li></ul></ul><ul><ul><ul><li>Email, Facebook, Twitter, blogs, video, etc. </li></ul></ul></ul><ul><li>Source: Forrester Research </li></ul>

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Quick exercise <ul><li>Write down a quick POST strategy for your business </li></ul><ul><ul><li>People – who do you need to target? </li></ul></ul><ul><ul><li>Objectives – what do you want to achieve? </li></ul></ul><ul><ul><li>Strategies – how might you achieve these objectives? </li></ul></ul><ul><ul><li>Technologies – what technologies do you think would be the best? </li></ul></ul>

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Blogs

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Blogs in plain English… <ul><li>http://www.youtube.com/watch?v=NN2I1pWXjXI </li></ul>

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Blogging <ul><li>Blog = ‘web log’ </li></ul><ul><li>In essence, an online journal or diary, ordered by date </li></ul><ul><li>Can be setup within minutes online: </li></ul><ul><ul><li>Wordpress.com </li></ul></ul><ul><ul><li>Blogger.com </li></ul></ul><ul><ul><li>TypePad.com </li></ul></ul>

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Blogger – www.blogger.com

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Wordpress.org – best choice

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What to blog <ul><li>Industry news and views </li></ul><ul><li>Book reviews </li></ul><ul><li>Opinion pieces – controversy creates ‘link bait’! </li></ul><ul><li>‘ How to’ guides </li></ul><ul><li>Free e-books and white papers </li></ul><ul><li>‘ Top Ten’ articles </li></ul><ul><li>Anything that is interesting and will attract an audience </li></ul>

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How to blog <ul><li>Keep it niche </li></ul><ul><li>Mix it up </li></ul><ul><li>Interesting topics </li></ul><ul><li>Small contributions – 200-400 words </li></ul><ul><li>Regular, consistent posting – every week, fortnight, month </li></ul><ul><li>Write posts that provoke a response </li></ul><ul><li>Network with other bloggers and ‘comment’ on other blogs </li></ul><ul><li>Discipline and persistence pays… </li></ul>

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Quick exercise <ul><li>Write down 2 blog topics that you would write about on your blog </li></ul><ul><ul><li>Be creative! </li></ul></ul><ul><ul><li>Share it with the group </li></ul></ul>

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Twitter

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Twitter in plain English… <ul><li>http://www.youtube.com/watch?v=ddO9idmax0o </li></ul>

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Perez Hilton

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CNN

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Ashton Kutcher

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Barack Obama

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Kevin Rudd

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Let’s open a Twitter account <ul><li>Let’s open a Twitter account (if you don’t already have one) </li></ul><ul><li>Go to http://www.twitter.com </li></ul><ul><li>Hit ‘Sign Up Now’ </li></ul><ul><li>Complete the online form and select ‘Create my account’ </li></ul><ul><li>You are now on Twitter! </li></ul>

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Let’s do some stuff on Twitter <ul><li>Follow others: </li></ul><ul><ul><li>Go to www.twitter.com/bluetrain (Clayton) and hit ‘Follow’ </li></ul></ul><ul><ul><li>You are now following my tweets </li></ul></ul><ul><ul><li>Follow others in the room </li></ul></ul><ul><ul><li>Review your following (people you are following) and your followers (people following you) </li></ul></ul><ul><li>Search for others to follow: </li></ul><ul><ul><li>Select ‘Find People’ top right </li></ul></ul><ul><ul><li>Type ‘adelaide’ into the search bar </li></ul></ul>

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Let’s do some stuff on Twitter <ul><li>Send your first tweet </li></ul><ul><ul><li>Navigate to Twitter home and type a message in ‘What’s happening?’ </li></ul></ul><ul><ul><li>Hit ‘Tweet’ </li></ul></ul><ul><ul><li>Your followers are sent the ‘tweet’ </li></ul></ul>

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Let’s do some stuff on Twitter <ul><li>See tweets from others </li></ul><ul><ul><li>Navigate to your Twitter home page </li></ul></ul><ul><ul><li>The tweets of all the people you are following will appear in your Twitter stream </li></ul></ul>

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Let’s do some stuff on Twitter <ul><li>‘ Retweet’ (forward) a tweet </li></ul><ul><ul><li>‘ Retweeting’ is simply passing on a useful tweet to your entire followership </li></ul></ul><ul><ul><li>It’s good to retweet quality tweets – don’t overdo it </li></ul></ul><ul><ul><li>To retweet a tweet, click on the ‘retweet’ link alongside the post – simple! </li></ul></ul>

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Let’s do some stuff on Twitter <ul><li>Send a direct message (DM) </li></ul><ul><ul><li>These are only sent to a single person, not your entire followership </li></ul></ul><ul><ul><li>Handy for private conversations, passing private details (phone numbers etc) </li></ul></ul><ul><ul><li>Method 1: go to the user’s page – www.twitter.com/bluetrain - and select the ‘message’ link; enter your message </li></ul></ul><ul><ul><li>Method 2: in the tweet window, send message with syntax: d <username> <message> </li></ul></ul><ul><ul><li>DMs appear on your Direct Messages page </li></ul></ul>

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Let’s do some stuff on Twitter <ul><li>Send a @reply / mention </li></ul><ul><ul><li>Used to reply to a tweeter – eg. @steve thanks for the advice! </li></ul></ul><ul><ul><li>Used to ‘mention’ a person or business – eg. I am at the social media conference with @steve </li></ul></ul><ul><ul><li>Basically a way to ‘tag’ a tweet so that you can find mentions of a particular person/business </li></ul></ul><ul><ul><li>@ messages are sent to ALL followers of the originator – different from DMs </li></ul></ul><ul><ul><li>Enter a message with the syntax: @<username> <message> </li></ul></ul><ul><ul><li>@replies / mentions are collected together for you on your mentions page (right hand side column) </li></ul></ul>

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Let’s do some stuff on Twitter <ul><li>Use a # hashtag </li></ul><ul><ul><li>Basically a way to ‘tag’ a tweet so that you can find mentions of a particular event/theme/stream of tweets </li></ul></ul><ul><ul><li>The syntax is: #<hashtag-name> - eg. #eastsidebec </li></ul></ul><ul><ul><li>The hashtag can appear anywhere in the tweet </li></ul></ul><ul><ul><li>Hashtagged tweets can be found using Twitter search </li></ul></ul>

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Let’s do some stuff on Twitter <ul><li>Settings </li></ul><ul><ul><li>Change your profile and bio – make it interesting </li></ul></ul><ul><ul><li>Change your background </li></ul></ul><ul><ul><li>Configure your mobile device </li></ul></ul><ul><ul><li>Configure email preferences </li></ul></ul><ul><li>Goodies </li></ul><ul><ul><li>Embed a Twitter feed on your website </li></ul></ul>

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Embedded Twitter stream

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Ways that business can use Twitter <ul><li>Networking, partnering and friendships </li></ul><ul><li>Keep in touch with existing customers </li></ul><ul><li>Event updates using a hashtag </li></ul><ul><li>Find prospects using Twitter search on a key term </li></ul><ul><li>Share info and build credibility </li></ul><ul><li>Leveraging network to hire people </li></ul><ul><li>Direct traffic to your website through links to content </li></ul><ul><li>Use it as a customer service channel – instant messaging </li></ul><ul><li>Use it as an advice line – instant messaging </li></ul><ul><li>Monitor your brand </li></ul>

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What to Tweet <ul><li>Links to you own great blog posts </li></ul><ul><li>Links to great articles that you found & want to share </li></ul><ul><li>Special offers (within reason) </li></ul><ul><li>Topical issues relating to your industry </li></ul><ul><li>Questions/polls/discussion items </li></ul><ul><li>Quirky observations </li></ul><ul><li>Tips about your industry </li></ul><ul><li>Quizzes </li></ul><ul><li>Thought of the day, quotes, etc </li></ul>

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How to Tweet <ul><li>Tweet stuff people can ‘use’ – this is the stuff that gets ‘retweeted’ </li></ul><ul><li>Don’t spam </li></ul><ul><li>Don’t write inane, boring things – ‘I am eating a pie’ </li></ul><ul><li>Inject some personality </li></ul><ul><li>Don’t overdo it – 1-2 tweets a day is OK </li></ul>

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Third party Twitter applications <ul><li>There are hundreds of third party applications that make it easier to use Twitter </li></ul><ul><li>Some examples: </li></ul><ul><ul><li>Tweetdeck – desktop Twitter client </li></ul></ul><ul><ul><li>Twhirl – desktop Twitter client </li></ul></ul><ul><ul><li>Twitpic – for sharing images on Twitter </li></ul></ul><ul><ul><li>Twitterfeed – for converting an RSS feed to a Twitter feed </li></ul></ul><ul><ul><li>Twuffer – schedule tweets </li></ul></ul>

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Tweetdeck

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Facebook

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Facebook in plain English… <ul><li>http://www.youtube.com/watch?v=6a_KF7TYKVc </li></ul>

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Facebook <ul><li>Who doesn’t have a Facebook account? </li></ul><ul><li>Over 400 million users worldwide! </li></ul><ul><li>Great for ‘social’ networking </li></ul><ul><li>Facebook ‘Pages’ for business (not ‘Groups’) </li></ul><ul><li>Question: is this the right medium/demographic for your business? </li></ul>

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Coca Cola

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Nutella

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Let’s do some stuff on Facebook <ul><li>Set up a personal account (if you don’t already have one) </li></ul><ul><ul><li>Go to http://www.facebook.com </li></ul></ul><ul><ul><li>Complete the online form and hit ‘Sign Up’ </li></ul></ul><ul><ul><li>Alternatively, if you don’t want a personal account, set up a business ‘page’ account by clicking the ‘Create a Page’ link </li></ul></ul>

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Let’s do some stuff on Facebook <ul><li>Add Friends </li></ul><ul><ul><li>Search for ‘clayton wehner’ </li></ul></ul><ul><ul><li>Hit ‘Add as Friend’ </li></ul></ul><ul><ul><li>Do same for others around the table </li></ul></ul><ul><li>We’re not going to delve too deeply into the different functions of Facebook </li></ul>

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Facebook Pages <ul><li>Create a page for your business </li></ul><ul><ul><li>Go to Ads and Pages in the left hand side menu </li></ul></ul><ul><ul><li>Select ‘Create a Page’ </li></ul></ul><ul><ul><li>Complete the online form </li></ul></ul><ul><ul><li>Tick the ‘do not publish yet’ tickbox </li></ul></ul><ul><ul><li>Hit Create Page </li></ul></ul><ul><ul><li>Once you have edited the necessary settings, publish the page and you are live! </li></ul></ul><ul><ul><li>NOTE: when you get 25 fans, upgrade to a Facebook vanity URL </li></ul></ul>

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Facebook Applications <ul><li>Like Twitter, Facebook has a community of developers that create applications to extend the functionality of Facebook. </li></ul><ul><li>Some great applications for your Facebook Page: </li></ul><ul><ul><li>FBML – enables you to customise tabs and boxes in Facebook </li></ul></ul><ul><ul><li>NetworkedBlogs – enables you to stream a blog onto a Facebook Page </li></ul></ul><ul><ul><li>Social RSS – enables you to stream an RSS feed onto a Facebook Page </li></ul></ul>

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Facebook Advertising <ul><li>Advertise using pay per click on Facebook </li></ul><ul><ul><li>Go to Ads and Pages in the left hand side menu </li></ul></ul><ul><ul><li>Select ‘Ads Manager’ </li></ul></ul><ul><ul><li>Click on ‘Create an Ad’ </li></ul></ul><ul><ul><li>Facebook ads can be targeted by age, sex, birthday, education, relationship status, sexuality(!), connections and geographic location </li></ul></ul>

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Online Video

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Online video <ul><li>Video is the biggest growth area on the web as bandwidth and online storage increases </li></ul><ul><li>Over 20 hours of video every minute is uploaded to YouTube </li></ul><ul><li>Video can be done cheaply with a handheld camcorder </li></ul><ul><li>Viral impact can bring thousands of visitors to a website in a short space of time </li></ul>

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Why video? <ul><li>Grab people’s attention instantly </li></ul><ul><li>Tell your story in less time </li></ul><ul><li>Bring your ideas to life </li></ul><ul><li>Make your site stickier </li></ul><ul><li>Create a buzz with viral video </li></ul><ul><li>Bring your website into the 21st century </li></ul><ul><li>It’s great for Search Engine Optimisation </li></ul>

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What videos can you create? <ul><li>Corporate overview </li></ul><ul><li>Customer testimonials </li></ul><ul><li>Man-in-the-street interviews </li></ul><ul><li>Product demonstrations </li></ul><ul><li>Tour of your premises </li></ul><ul><li>Staff interviews </li></ul><ul><li>Job specifications / recruitment videos </li></ul><ul><li>‘ How To’ videos / tutorials </li></ul>

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How to embed a video on your website <ul><li>Create an account on YouTube </li></ul><ul><li>Upload your video from your camcorder </li></ul><ul><li>Grab the embed code from alongside the video page </li></ul><ul><li>Paste the embed code into your website HTML code (you may need your web developer to do this) </li></ul><ul><li>Bob’s your uncle </li></ul>

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Making money

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Will I make money? <ul><li>Like most things, it won’t happen overnight </li></ul><ul><li>6 months or more of time, effort and persistence </li></ul><ul><li>Givers gain </li></ul><ul><li>Shonks and hard-sellers are ostracised </li></ul><ul><li>It’s not unlike ‘real’ networking! </li></ul><ul><li>Meet people, build relationships, listen, share knowledge, ask/answer questions, build trust, build reputation </li></ul><ul><li>There’s no sustainable ‘get rich quick’ option </li></ul>

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Here are some ways you can make money… <ul><li>Follower/Friend = Prospect </li></ul><ul><li>A bigger ‘signature’ on the web results in greater discoverability and increased traffic to your website – organic traffic, search engine traffic </li></ul><ul><li>Maintain engagement with existing clients via social media channels – special offers, new releases, links to new content </li></ul><ul><li>Establish yourself as a credible industry player through advice, video, comments, articles posted </li></ul><ul><li>Involvement in social media channels creates ‘openness’ and ‘accessibility’ </li></ul>

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The End <ul><li>This presentation available at: </li></ul><ul><li>www.bluetrainenterprises.com.au/socialmediaworkshop </li></ul>