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Social Media 101


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This presentation, given originally to insurance brokers, is intended to help business owners in the B-to-B space set up and start implementing a straight-forward social media program. It covers:
What is Social Media?
Who is in My Community and Where do I Find Them?
LinkedIn, Facebook, and Twitter, Oh My!
Social Media and Sales
Social Media and Customer Service
Getting Started in 10 Minutes a Day

Published in: Business
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Social Media 101

  1. 1. Social Media 101 February 2010
  2. 2. Who We Are. We are an independent, marketing and communications firm specializing in creating stories worth spreading ™ . Our team of former journalists delivers the impact and results of a large agency with the attitude and expertise of a niche boutique. What We Do. We’re strategic storytellers. Our mission is to discover, develop and deliver your story to your market. It’s that simple. People don’t share sales pitches, they share stories. We replace your worn message track and tired materials with well-honed stories that spread. They spread through your market, through the media and through your organization. How We Work. The onus is on us . We don’t hide behind the mysterious agency curtain. We show you our thinking, ideas and results at every interaction. You’ll always know where we are going and how we will get there. We take the lead for moving things forward, with a keen eye on your true business goals.
  3. 3. Cassandra (Cass) Oryl. Cass is a social media and networking strategy specialist at Braithwaite Communications.  She is one of the most respected young leaders in the Philadelphia business community, having built successful marketing and communications strategies for a number of the area's high-growth businesses and prominent non-profit organizations. She is also well-known as an innovator in the use of social media to promote emerging and re-invented brands.     Cass is responsible for managing, writing, and promoting several corporate blogs and Twitter accounts, creating communities in the marketing, social media, hospitality, and technology services industries.  She is an early adopter and regularly advises her clients on how and when to integrate what tools into their marketing mixes to strategically achieve their goals with targeted audiences.  She recently served on the Advisory Board for the Global Creative Economy Convergence Summit in Philadelphia, where she helped put together sessions on marketing, social media, sustainability, education, architecture, and entrepreneurism.    Prior to joining Braithwaite Communications, Cass served as marketing coordinator and webmaster at Innovation Philadelphia, a non-profit technology-based economic development organization.  She began her career in the litigation support practice at Ketchum Public Relations in Washington, DC, where she supported crisis communication efforts for Phen-Phen and Firestone tires.   Cass has secured media placements for her clients in The Wall Street Journal, New York Times, USA Today, Fortune, Philadelphia Inquirer, and the Courier-Post, as well as multiple blogs, local television stations, radio, and newspapers. In her spare time, Cass volunteers her time and talents to Philly Start-Up Leaders and the Entrepreneurs' Forum of Greater Philadelphia.   Cass graduated from The Catholic University of America with a degree in international politics, economics, and philosophy. She was recently featured on the Today Show discussing the 2008 presidential election. She lives in Center City Philadelphia.
  4. 4. <ul><li>What We’re Going to Cover. </li></ul><ul><li>What is Social Media? </li></ul><ul><li>Who is in Your “Community” and Where Do you Find Them? </li></ul><ul><li>LinkedIn, Facebook, and Twitter, Oh My! </li></ul><ul><li>Social Media and Sales </li></ul><ul><li>Social Media and Customer Service </li></ul><ul><li>Getting Started in 10 Minutes a Day </li></ul><ul><li>Questions </li></ul>
  5. 5. What is social media?
  6. 6. Definition. Technology-enabled direct communication with a community.
  7. 7. Some Statistics.
  8. 8. Years to reach 50 millions Users: Radio (38 Years), TV (13 Years), Internet (4 Years), iPod (3 Years)… Facebook added 100 million users in less than 9 months… iPhone applications hit 1 billion in 9 months.
  9. 9. A third of adults post at least once a week to social sites such as Facebook and Twitter.
  10. 10. The average social media member has 125 people in his/her community.
  11. 11. A quarter of adults publish a blog and upload video/audio they created.
  12. 12. Roughly 60% maintain a profile on a social networking site.
  13. 13. 70% read blogs, tweets and watch UGC video.
  14. 14. If Facebook were a country it would be the world’s 4th largest between the United States and Indonesia.
  15. 15. 80% of Twitter usage is on mobile devices.
  16. 16. 78% of consumers trust peer recommendations. (Only 14% trust advertisements)
  17. 17. There are 3 Golden Rules of Social Media.
  18. 18. #1: Be Authentic and Transparent.
  19. 19. #2: Give More Than You Get.
  20. 20. #3: Create Action.
  21. 21. Who is in your community?
  22. 22. Hint: You already know them.
  23. 23. They are: Customers Partners Referral Sources Employees Colleagues Family and Friends
  24. 24. But there’s a problem…
  25. 25. You are not top of mind with all of them… NOT YOU
  26. 26. And they are not all in one place.
  27. 27. There are also a lot of people (prospects, referral sources) that aren’t yet in your community.
  28. 28. That’s where social media comes in.
  29. 29. Where is your community?
  30. 33. LinkedIn, Facebook, and Twitter, Oh My!
  31. 57. But they are Coke…
  32. 69. Biggest Question: What do I tweet?
  33. 71. Answer: Relevant and insightful new information.
  34. 72. Answer: Relevant and insightful new information.
  35. 73. Answer: Announcements and deals.
  36. 74. Answer: Events and opportunities to meet in-person.
  37. 75. Answer: Events and opportunities to meet in-person.
  38. 76. Answer: To learn.
  39. 77. Cool Tools
  40. 78. Cool Tools
  41. 79. Cool Tools
  42. 80. Cool Tools
  43. 81. Cool Tools
  44. 82. Cool Tools
  45. 83. Cool Tools
  46. 84. Cool Tools
  47. 85. Cool Tools
  48. 86. Cool Tools
  49. 88. Social Media and Sales
  50. 89. It’s all about looking and listening.
  51. 93. Cool Tools
  52. 94. Social Media and Customer Service
  53. 95. It’s all about sharing and responding.
  54. 100. Risk Mitigation
  55. 101. There are people saying things about you online right now.
  56. 103. If they’re good, pass them on… Shout out to Katie the rock star. Learn how HTH Worldwide helped her out here:
  57. 104. If they’re not, address them head on… @cassoryl Sorry you feel that way about our service. If you can DM me or send me your email address, I’d love to talk about how we can make it up to you.
  58. 105. Keep in mind the Golden Rule of Crisis Communications: “ Validate Concern and Show Action”
  59. 106. And remember: if you get in a fight with a pig, you both get dirty…
  60. 107. But the pig likes it.
  61. 108. Getting Started in 10 Minutes a Day
  62. 109. But first, a quick WARNING!
  63. 110. Whatever you put online stays online.
  64. 111. If you wouldn’t say it to a client face-to-face, don’t put it online.
  65. 112. Day 1: Set up a LinkedIn Account.
  66. 113. Day 2: Search for and connect with colleagues, customers, and friends. 2
  67. 114. Day 3: Search for an join relevant groups. 3
  68. 115. Day 4: Set up personal and business Facebook accounts. 4
  69. 116. Day 5: Search for and connect to colleagues, customers, and friends. 5
  70. 117. Day 6: Become a Facebook fan of customers’ businesses and groups. 6
  71. 118. Day 7: Add something to a discussion at a LinkedIn Group. Post something new to your Facebook page. 7
  72. 119. Day 8: Set up a Twitter account, and begin following influencers and their other followers. 8
  73. 120. #1 ACORD_Forms Online ACORD Forms Re-distributor 733 followers #2 InsWeb Anything and everything insurance from the editors at 3,004 followers #3 Insurancedude Husband, dad, insurance agent, baseball fan, tech geek, early adopter., 837 followers #4 hometownquotes Saving millions of consumers time and money through our network of trust... 455 followers #5 MiniCoInsurance Since 1974 MiniCo, Inc. has been the leading program administrator and p..., 462 followers #6 insuranceforums The premier marketing and product advice for insurance agents and broker... 970 followers #7 Reinsurance_Mag Editor - Reinsurance Magazine (Incisive Media), 658 followers #8 Insurance_Alert Insurance Law information posted to JD Supra by leading attorneys and la... 1,233 followers #9 EatonCompliance Compliance consultant with 20 yrs experience in insurance product compli... 1,201 followers #10 rickjmiv Marketing/social media, strategist, adviser, presenter, facilitator for... 3,602 followers
  74. 121. Day 9: Add your Twitter account to your LinkedIn and Facebook accounts. Tweet daily. 9
  75. 122. Day 10: Integrate! Add your LinkedIn, Facebook, and Twitter information to your email signature, presentations, website, and marketing materials. Use all three for continued business development and customer service. 10
  76. 123. Questions
  77. 124. Thank You! Cass Oryl Braithwaite Communications [email_address] @cassoryl