Gravity Summit January 18, 2012 Seminar


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Slides for 3 hour Social Media for Business Seminar by Beverly Macy and Teri Thompson

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  • “ Find” means locating a two things: The conversations you see happening about your client. The people who are most likely to become company evangelists whether they are talking about the client or not. It’s important to search the whole social media space to get a sense of what, if anything, is being said. Use Technorai or IceRocket or PubSub to search blogs. You can use any of the previously mentioned podcast directories I mentioned to find Podcasts. Search all the photo and video sharing sites – look for tags with your client’s name. Look at all the social networking sites out there – the “mass appeal” ones as well as the niche ones. Search Delicious, which is a social-bookmarking site. You can also search for meme’s at sites like Tailrank. Meme’s are major subjects that are traveling in the blogosphere. Gather all this information together so you can give the client a picture of what’s happening with their brand in the social media space.
  • Expand your reach: Don't just join the groups related to what you do for a living. This won't be where you find new customers. If you are a small business located in Los Angeles, California, and you specialize in making handmade black leather shoes for women, join the "I Love Handmade Shoes" group on LinkedIn. Participate: Once you are accepted as a group member, it is important to participate. If group members of "I Love Handmade Shoes" are posting questions about where they can find the best handmade shoes, participate in this conversation. A hard sell can be annoying, so start off by telling them what to watch out for (check the stitching, make sure there is a good return policy, etc.) and then let them know that you have an excellent product and provide a link to photos of your product online and make sure they can order your product from the link you have sent them too. Bigger isn't really better: The "I Love Handmade Shoes" has 15,000 members and was started by a woman in Paris, France. Most of the posts are in French and while it may be fun to practice your broken French with this group, is it really the right place for you to invest your time in? While researching groups on LinkedIn, you also found the group "I Love Handmade Black Leather Shoes" that was created by a woman in Greenville, Delaware. It has 1,800 members and is very active. Which one do you think is a better use of your time? In my opinion, save the broken French for the vacation to Paris. You'll probably gain more traction interacting with your US-based audience.
  • Tip #2: Participate by responding to LinkedIn Answers Answering questions on LinkedIn is an excellent way to position yourself as an expert on the topic you are answering the question about. When answering questions related to your industry expertise, linking to other helpful information on a personal blog (that has been optimized for lead generation, i.e., a call-to-action on the page you are linking to) will position you so that you drive targeted (and interested) leads your way.
  • Tip #3: Conduct a LinkedIn Search Want to get your foot in the door at that large corporation? Conduct a people search on LinkedIn. Using the drop down menu that is part of the upper right-hand search box, will help you generate targeted results. Once your results are listed, use the options on the left to refine your search. If you do not have any direct connections in your network to someone in that company, check the "2nd connections" box on the left. This will refine your search again and provide a list of names at your target company. On their individual profiles, you will see a list of shared connections. Ask your friends to introduce you via LinkedIn to the people at that target company and you're in! Without question, LinkedIn is a powerful networking tool. However, it is so much more. The entire LinkedIn site is searchable and when used properly, it can be an amazing lead generator. Leads turn into new business, and that cash register starts ringing. Who doesn't like that sound? Don’t waste your time: Leverage your network. Ask them for an introduction. If you don’t have someone you know who can introduce you, purchase some inMails.
  • Make sure your
  • Make sure your
  • We decided on our platforms, our target audience, now we need to build our community…
  • We decided on our platforms, our target audience, now we need to build our community…
  • We decided on our platforms, our target audience, now we need to build our community…
  • We decided on our platforms, our target audience, now we need to build our community…
  • Gravity Summit January 18, 2012 Seminar

    1. 1. Social Media For Business What You Need To Know January 18, 2012 Educate. Inform. Empower.
    2. 2. Agenda <ul><li>1:00 Social Media for Business </li></ul><ul><li>1:30 Blogs for Business </li></ul><ul><li>2:00 LinkedIn for Business </li></ul><ul><li>2:30 Break </li></ul><ul><li>2:45 Twitter for Business </li></ul><ul><li>3:15 Facebook for Business </li></ul><ul><li>3:45 Wrap Up </li></ul>
    3. 3. What’s Gravity Summit? <ul><li>Premiere Social Media for Business Conferences </li></ul><ul><ul><li>4 th Annual at UCLA February 22, 2012 </li></ul></ul><ul><ul><li>Social Media for Sports & Entertainment </li></ul></ul><ul><li>Executive Education </li></ul><ul><ul><li>Social Media for Business Training Seminars </li></ul></ul><ul><ul><li>January 18, 2012 </li></ul></ul><ul><li>Strategic Consulting </li></ul><ul><ul><li>Toyota, Disney, Fox, Xerox, Weber Shandwick </li></ul></ul>
    4. 4. Did you Know… <ul><li>There are more Facebook profiles than US Population 500M + </li></ul><ul><li>2/3 Fortune 500 Brands on Twitter </li></ul><ul><li>Mommy bloggers make a difference to advertisers and brands </li></ul><ul><li>1 Tweet sparked $33M in donations for Haiti Earthquake Relief </li></ul><ul><li>Twitter can accurately predict movie box office revenue </li></ul><ul><li>Social Media is being called the new Nielsen and CNN </li></ul><ul><li>Dell has sold over $20M in used equipment via Social Media </li></ul>
    5. 5. Find and be found
    6. 6. Our Mobile Lifestyle <ul><li>My Keys… </li></ul><ul><li>My Wallet… </li></ul><ul><li>My Cell Phone… </li></ul>60% of U.S. mobile traffic is to social network sites, such as Facebook and Twitter
    7. 7. Adapt or Die <ul><ul><li>1998 </li></ul></ul><ul><ul><li>“ Why do we need web pages?” </li></ul></ul><ul><ul><li>2011 </li></ul></ul><ul><ul><li>“ Why do we need real-time social media?” </li></ul></ul><ul><li>http:// </li></ul>
    8. 8.
    9. 9. Finding Your AUDIENCE <ul><li>Blogs </li></ul><ul><li>Social Networks </li></ul><ul><li>Twitter </li></ul><ul><li>Message Boards/Forums </li></ul><ul><li>Video Sharing Sites </li></ul><ul><li>Photo Sharing Sites </li></ul><ul><li>Wikis </li></ul><ul><li>Mobile </li></ul>
    10. 10. Social Media Listening Plan <ul><li>What content are your customers creating? </li></ul><ul><li>What are they interested in? </li></ul><ul><li>What is their motivation? </li></ul><ul><li>Is the feedback actionable/valuable? </li></ul>
    11. 11. What Is Social Media? <ul><li>First off, it’s SOCIAL – about people connecting </li></ul><ul><li>NETWORKING </li></ul><ul><li>Long form communication to share content </li></ul><ul><li>CONTENT COMMUNITIES </li></ul><ul><li>Share, comment on, organize, bookmark and collaborate together </li></ul><ul><li>MICROBLOGGING </li></ul><ul><li>Short form communication to share content </li></ul><ul><li>LOCATION BASED </li></ul><ul><li>Connect users and brands using geo-locating technology </li></ul>
    12. 12. The Now Lens – Take Away <ul><li>They way we communicate has changed forever </li></ul><ul><li>Design a Social Media Strategy that begins with LISTENING </li></ul><ul><li>ROI = Return on Interaction not Return Igonoring </li></ul><ul><ul><li>“ Reviews are The New Advertising” </li></ul></ul><ul><ul><li>“ Conversation is Currency” </li></ul></ul><ul><ul><li>Social Media = Missing Link </li></ul></ul><ul><li>Integrate with Radio, TV and Print deliver unprecedented results </li></ul><ul><li>Execute Locally. Think Globally. </li></ul>
    13. 13. Social Media Across Industries <ul><li>Businesses - all sizes & categories </li></ul><ul><li>Finance </li></ul><ul><li>Non-Profit, Fundraising </li></ul><ul><li>Government </li></ul><ul><li>Entertainment </li></ul><ul><li>Healthcare </li></ul><ul><li>Technology </li></ul><ul><li>Auto </li></ul><ul><li>Sports </li></ul><ul><li>Retail </li></ul><ul><li>Leisure and tourism </li></ul><ul><li>Publishing </li></ul>
    14. 14. Blogs for Business <ul><li>Is a type of website or part of a website </li></ul><ul><li>Are usually maintained by an individual with regular entries of commentary, descriptions of events, or other material such as graphics or video </li></ul><ul><li>Entries are commonly displayed in reverse-chronological order. </li></ul><ul><li>Blog can also be used as a verb, meaning to maintain or add content to a blog . </li></ul>
    15. 15. Purposes of a Blog <ul><li>Empower constituents and make them brand enthusiasts; encourage them to spread positive word-of-mouth </li></ul><ul><li>Establish your organization as an industry thought leader </li></ul><ul><li>Demonstrate corporate responsibility, ethics, values </li></ul><ul><li>Help drive traffic and followers to your site in highly measurable ways </li></ul>
    16. 16. Should You Blog? Consider…… <ul><li>What’s the goal? </li></ul><ul><ul><li>New products? Support customers? Respond to news stories? Give executives a voice? Complain or be a fan? </li></ul></ul><ul><li>Develop a Plan </li></ul><ul><ul><li>How often will you post? Single/multiple blogs? </li></ul></ul><ul><li>Practice Posts </li></ul><ul><ul><li>Get a feel for blogging before you go live </li></ul></ul><ul><li>Editorial Process </li></ul><ul><ul><li>Review process? Company guidelines? </li></ul></ul><ul><li>Blog/website? </li></ul><ul><ul><li>Separate? Connected? </li></ul></ul><ul><li>Marketing plan to drive traffic to the blog </li></ul><ul><ul><li>Press release, Twitter </li></ul></ul><ul><li>More than writing </li></ul><ul><ul><li>It’s a conversation! </li></ul></ul>
    17. 17. Benefits of Corporate Blogs <ul><li>Problem solving </li></ul><ul><li>Community building </li></ul><ul><li>Loyalty </li></ul><ul><li>New product development and engagement </li></ul><ul><li>Thought leadership </li></ul><ul><li>Brand awareness </li></ul><ul><li>Customer engagement </li></ul><ul><li>Use blogs to enhance corporate image and integrate with traditional media </li></ul><ul><li>Amplify your SEO strategy </li></ul><ul><li>Drive traffic to your website and social sites </li></ul> Bill Marriott , Executive Blogger
    18. 18. Set up a Blog <ul><li>Blogger, Tumblr, WordPress, and Squarespace </li></ul><ul><li>Pick a platform </li></ul><ul><li>Create an account </li></ul><ul><li>Set up the profile (what it’s about?) </li></ul><ul><li>Start writing! </li></ul>
    19. 19. Scott Monty – Ford Motors
    20. 20. Corporate Blog Examples
    21. 21. Video Blogs
    22. 22. From Obscurity to Blog Fame <ul><li>Amanda Congdon, 23 y.o. struggling actress </li></ul><ul><li>2004 appears in video blog “Rocketboom” </li></ul><ul><li>$20 per episode to produce </li></ul><ul><li>Grew to over 300,000 views </li></ul><ul><li>Discovered by the networks, TV, film, commercials. </li></ul>
    23. 23. From Tech to Haulers
    24. 24. Blog Ranking Based on the number of incoming or “inbound” links 1)Quality 2) Relevancy 2) Strength 1) Quality – the number, quantity of inbound links to your blog 2) Level of content compatibility 3) Combines 1 & 2
    25. 25. Blog Tracking Resources <ul><li> </li></ul><ul><li>Leading blog search engine and directory </li></ul><ul><li>Definitive source for top stories, opinions, photos and videos emerging across news, entertainment, technology, lifestyle, sports, politics and business </li></ul><ul><li>Tracks authority and influence of blogs </li></ul><ul><li>Most comprehensive and current index of who and what is most popular in the Blogosphere </li></ul>
    26. 26. 5 Tips for Blogging in 2012 <ul><li>Create compelling content </li></ul><ul><ul><li>Be clear about who you’re writing for and what they’re interested in and need to know </li></ul></ul><ul><li>Focus on SEO </li></ul><ul><ul><li>Search engine optimization (SEO) refers to optimizing your online content so that it can be easily found by search engines </li></ul></ul><ul><li>Grab your reader’s attention </li></ul><ul><ul><li>When it comes to blogs, you don’t have much time to get your reader’s attention </li></ul></ul><ul><li>Commit to blogging regularly </li></ul><ul><ul><li>Develop an editorial calendar </li></ul></ul><ul><li>Share your content via social media </li></ul><ul><ul><li>This is especially important if you are blogging for business and trying to achieve specific business goals </li></ul></ul>
    27. 27. LinkedIn-Like A Virtual Trade Show <ul><li>People you already know </li></ul><ul><li>People you want to know </li></ul><ul><li>People you should know </li></ul>
    28. 28. LinkedIn Demographics <ul><li>LinkedIn has over 150 million members in over 200 countries </li></ul><ul><li>A new member joins LinkedIn approximately every second, and about half of the members are outside the U.S </li></ul><ul><li>Executives from all Fortune 500 companies are LinkedIn members </li></ul>
    29. 29. LinkedIn <ul><li>3 Tips for Using LinkedIn to Generate New Business Leads </li></ul><ul><li>Mishel Justesen </li></ul><ul><li>Twitter: @morphodesign | @rbzllp </li></ul><ul><li>Email: </li></ul>
    30. 30. Join LinkedIn Groups 1 <ul><li>Expand Your Reach </li></ul><ul><li>Participate </li></ul><ul><li>Don’t waste your time </li></ul>
    31. 31. Participate with Answers 2 <ul><li>Show off your expertise </li></ul><ul><li>Drive interested targets to your product </li></ul><ul><li>Don’t waste your time </li></ul>
    32. 32. LinkedIn is Like Google - Only Friendlier 3 <ul><li>Get your foot in the door </li></ul><ul><li>Swoop in on your targets </li></ul><ul><li>Don’t waste your time </li></ul>
    33. 33. Are You Searchable? <ul><li>Your Name </li></ul><ul><li>Experience </li></ul><ul><li>Specialties </li></ul>
    34. 34. Free Download Make sure your LinkedIn profile is ready to be found! Visit for a free LinkedIn template.
    35. 35. Twitter for Business <ul><li>Extend reputation management efforts </li></ul><ul><li>Monitor what is being said about customers and/or target audience </li></ul><ul><li>Extend the reach of thought leadership and subject matter expertise </li></ul><ul><li>Promote products directly to a target audience </li></ul><ul><li>Connect with others in your industry/who share your views </li></ul><ul><li>Join the conversation about your company/brand </li></ul><ul><li>Access steady stream of ideas, content, links, resources, and tips focused on your area of expertise or interest </li></ul><ul><li>Early warning, breaking news </li></ul>
    36. 36.
    37. 37. Getting Started <ul><li>Tweet Strategies </li></ul><ul><ul><li>Does the ‘brand’ tweet? </li></ul></ul><ul><ul><li>Does a person tweet on behalf of the brand? (Scott Monty for Ford) </li></ul></ul><ul><ul><li>What will you tweet? </li></ul></ul><ul><ul><li>How are you going to tweet? (Your tweet “persona’) </li></ul></ul><ul><ul><li>How often will you tweet? (cadence) </li></ul></ul><ul><ul><li>How soon will you respond to those who tweet to you? </li></ul></ul><ul><li>Follow Strategies </li></ul><ul><ul><li>Those who follow you or no one? </li></ul></ul><ul><ul><li>Other brands? </li></ul></ul><ul><ul><li>Those who tweet about you? </li></ul></ul>
    38. 38. Speaking Twitter <ul><li>@ is your Twitter “Handle” </li></ul><ul><ul><li>@ Reply is directed to the person and visible to all </li></ul></ul><ul><li>DM is a Direct Message </li></ul><ul><ul><li>Private message between two who follow each other </li></ul></ul><ul><li>RT is a ReTweet </li></ul><ul><li># Hashtag is a grouping of tweets around a topic; # is searchable </li></ul><ul><li>Tweet chat is a specified time to discuss a topic using a # hashtag </li></ul><ul><li>List – Compiled to group handles by topic </li></ul>
    39. 39. Effective Use of Retweets (RT) <ul><li>Re-sending an existing Tweet from someone else </li></ul><ul><li>It’s Public </li></ul><ul><ul><ul><li>Gets you in the conversation! </li></ul></ul></ul><ul><ul><ul><li>Get your own content retweeted </li></ul></ul></ul><ul><ul><ul><li>Organic – word of mouth </li></ul></ul></ul><ul><ul><ul><li>Builds awareness exponentially </li></ul></ul></ul><ul><li>Increase your following </li></ul>
    40. 40. 7 Deadly Twitter Sins <ul><li>Not Listening </li></ul><ul><li>Self-Promoting </li></ul><ul><li>Not Adding Value </li></ul><ul><li>Not Being Honest </li></ul><ul><li>Hard Selling </li></ul><ul><li>Corporate Speak </li></ul><ul><li>Friend Collecting </li></ul>
    41. 41. 5 Tips for Twitter in 2012 <ul><li>Follow Other People’s Lists </li></ul><ul><ul><li>Using Twitter lists is a great way to keep up with what's happening in your industry and connect with relevant people in an efficient way (use Listorious) </li></ul></ul><ul><li>Follow Keywords and Hashtags </li></ul><ul><ul><li>Follow keywords and hashtags to easily find relevant content to share. For example, blogger  @unsuckdcmetro  follows the hashtag #wmata (Washington Metro Area Transit Authority) to track real-time tweets about the DC Metro </li></ul></ul><ul><li>Mine Existing Content </li></ul><ul><ul><li>Going back through your blog and pulling out good quotes as tweets with a link back to the article, and then scheduling all those tweets over time </li></ul></ul><ul><li>Use Twitter Search for Business Intelligence </li></ul><ul><ul><li>Search on relevant topics, competitors, recent news, trends to gain real-time business intelligence </li></ul></ul><ul><li>Plan Less, Experiment More </li></ul><ul><ul><li>  Don't spend ages planning -- just start trying new things </li></ul></ul>
    42. 42. Facebook for Business <ul><li>Most popular for business, brands, non-profits, public figures, celebrities, brands </li></ul><ul><li>First have a personal account </li></ul><ul><li>Business Social Hub integrates with your blog, website, video, and other social platforms </li></ul><ul><li>Post upcoming events including webinars, conferences and other programs </li></ul><ul><li>Develop an engagement strategy </li></ul><ul><li>What is your reason for considering Facebook? </li></ul><ul><li>What’s your business persona? </li></ul>
    43. 43. Small Business Survey Social Media Gap 2 in 5 reported Word-of-Mouth main way they got business Research: Hiscox June 2011
    44. 44. Getting Started
    45. 45. Create A Page
    46. 46. Page for an Institution
    47. 47. Example: Page for a Professional
    48. 48. Use FB Search for Business <ul><li>Discovery: Search on terms that are specific to your business or industry.  Look at “posts by friends” and “posts by everyone” to see who is commenting on or asking questions about your search term </li></ul><ul><li>Prospecting: If a Facebook user has expressed a need, send them an answer or a link to resource info .  This “helpful” gesture could result in an inquiry or a new customer for you </li></ul><ul><li>Information Gathering: Search on a term that you would like to know more about.  Then look at the Pages and Groups that come up in the search result </li></ul><ul><li>Connecting & Building Your Network: Send a message or invite to Facebook users that are posting about your search term </li></ul>
    49. 49. Use FB Search for Business <ul><li>5. Collaboration: Search on words that pertain to your industry or an industry that complements it.  Pursue possible collaboration with people posting about your search term </li></ul><ul><li>6. Find Guest Bloggers: Do you have a blog?  Are there topics you would like to provide info on but don’t feel qualified?  Look for people on Facebook who might be interested in writing a guest post for your blog </li></ul><ul><li>7. Competitive Intelligence: Search on the business name or product names of your competitors to see what they are posting or what is being said about them by others </li></ul><ul><li>8. Listening: Search your name, the name of your business and products to see what is being said about you.  Respond to questions, comments and even complaints to build trust and goodwill </li></ul>
    50. 50. What To Measure and How <ul><li>Facebook “Insights” </li></ul><ul><li>Active Users </li></ul><ul><li>Daily User Breakdown </li></ul><ul><ul><li>Page views </li></ul></ul><ul><ul><li>Likes </li></ul></ul><ul><ul><li>Comments </li></ul></ul><ul><ul><li>Wall Posts </li></ul></ul><ul><li>Demographics – Gender/Age </li></ul><ul><li>Countries </li></ul><ul><li>Media Consumption – </li></ul><ul><ul><li>Video, audio, photos </li></ul></ul><ul><li>------------ </li></ul><ul><li>Facebook “Stats” – free & fee service </li></ul><ul><li>Add Google Analytics </li></ul>
    51. 51. Facebook Ads <ul><li>Setting Up the ad is easy: </li></ul><ul><li>Select “Create Ad” from your profile </li></ul><ul><li>Upload image to use, ad copy and target URL </li></ul><ul><li>Target your audience and demographics by drop down boxes and tics </li></ul><ul><li>Choose how long you want the ad to run and campaign pricing </li></ul><ul><li>Review the ad and submit </li></ul><ul><li>Remember to TURN OFF your ad! </li></ul>
    52. 52. 5 Tips for Facebook for Business <ul><li>Create a page, not a profile </li></ul><ul><ul><li>Don’t open a second account on the social network to make a profile for your business </li></ul></ul><ul><li>Celebrate Customers </li></ul><ul><ul><li>Post status updates with information that’s valuable to your customers and what’s important to them. Acknowledge them when they do the same </li></ul></ul><ul><li>Have one-on-one conversations </li></ul><ul><ul><li>Send a thank-you message right after someone clicks “like” on your page, and make a point of responding to messages and wall posts within 24 hours </li></ul></ul><ul><li>Create coupons and promotions and events </li></ul><ul><ul><li>Discounts for first-time customers really work toward generating repeat business </li></ul></ul><ul><li>Don’t Be Boring! </li></ul><ul><ul><li>With a standard website, it is okay to post relatively dry, informative content. In order to use your Facebook site effectively, you need to update it at least several times a week with content that adds value </li></ul></ul>
    53. 53. 5 Steps to Success Educate. Inform. Empower.
    54. 54. 1. Listen <ul><li>Google Alerts </li></ul><ul><li>Facebook comments </li></ul><ul><li>Twitter @replies, ReTweets and #hashtagged posts (done via TweetDeck) </li></ul><ul><li>Comments on outside websites </li></ul><ul><li>Social Mention for sentiment </li></ul>
    55. 55. 2. Brand Across All Platforms <ul><li>Consistent branding - whether for person or company, same handles and images </li></ul><ul><li>The social voice should reflect brand persona </li></ul><ul><li>Provides clarity to the customer and helps with SEO </li></ul>
    56. 56. 3. Respond <ul><li>“ Like” and thank those who comment on Facebook pages </li></ul><ul><li>Twitter @reply to those to comment/share via Twitter </li></ul><ul><li>Educate employees about social media policy parameters </li></ul>
    57. 57. 4. Engage The Community <ul><li>Post content on all platforms that is relevant to the audience </li></ul><ul><li>Use “What do you think?” strategy within content to encourage comments </li></ul><ul><li>Ask people to submit photos, videos, stories </li></ul>
    58. 58. 5. Supporters/Influencers <ul><li>“ Like” and “Follow” influencer’s pages on Twitter and Facebook </li></ul><ul><li>“ Share” and “ReTweet” content that would be of interest to your community </li></ul><ul><li>Host a “tweetchat” each week on a topic important one of your target audience </li></ul>
    59. 59. SPECIAL DISCOUNT FOR GRAVITY SUMMIT <ul><li>4 th Annual Gravity Summit at UCLA </li></ul><ul><ul><li>Social Media for Sports and Entertainment </li></ul></ul><ul><ul><li>Speakers from Warner Bros, Sony, Disney, KTLA TV, The Roxy, Facebook, Cisco, SF Giants, San Diego Chargers, Golden Boy Productions, WeeWorld, Moment Feed </li></ul></ul><ul><ul><li>Actor’s Panel; Musician’s Panel; Sports Panel </li></ul></ul><ul><ul><li>Influencers from entertainment, Fortune 500 Brands, advertising, media, sports marketing and more </li></ul></ul><ul><ul><li>DON’T MISS IT! </li></ul></ul><ul><ul><li>Use code DELUXVIP for 50% Discount </li></ul></ul><ul><ul><li> </li></ul></ul>
    60. 60. Our Book <ul><li>We are passionate about educating the business community on the power of social business. </li></ul><ul><li>@TeriThompson1 </li></ul><ul><li>[email_address] </li></ul><ul><li>@BeverlyMacy </li></ul><ul><li>[email_address] </li></ul><ul><li>310-860-4788 </li></ul>Educate. Inform. Empower.