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Social Media For Small Businesses


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Social Networking for Small Businesses - SBDC Web series in VIroqua

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Social Media For Small Businesses

  1. 1. Social NetworkingSBDC Web Development Program Session 4<br />Presented by: Catherine Tryon<br />February 16, 2010<br />
  2. 2. Who is Catherine Tryon<br />Over 20 years in the IT Industry<br />Over 15 years of Internet Marketing Experience <br />Small Business & Social Media Consultant<br />Entrepreneur, Trainer, Speaker, Coach<br />
  3. 3. Who Are You?<br />Name, Business<br />Website? Blog? Do you read Blogs?<br />Do You Use Linkedin?<br />Facebook? Facebook Fan Page? Facebook Ads? <br />Twitter?<br />
  4. 4. What We Will Discuss Today<br />What is Social Media<br />How Social Media Has Changed Business and Marketing<br />Social Media for Small Businesses<br />Where to Start<br />Linkedin<br />Facebook<br />Twitter<br />
  5. 5. Take Aways for Today<br />A basic understanding of Social Media<br />A basic understanding of the 3 most popular Social Media tools<br />Linkedin<br />Facebook<br />Twitter<br />Some concrete actions that you can do today to improve your business marketing using Social Media.<br />
  6. 6. What is Social Media? <br />Traditional Media = Monologue<br />Social Media = Dialogue<br />Social Media is rooted in Relationships.<br />
  7. 7. Social Media Has Changed Business<br />It has leveled the marketing playing field.<br />It’s community owned – can’t buy access to it.<br />Customers are overwhelmed with Advertising messages ( Avg. 5000 per day).<br />Customers have more choices.<br />Customers are talking back.<br />
  8. 8. Speaking of Talking Back…<br />Blogger Jeff Jarvis buys a Dell computer, has some problems, gets frustrated with Dell’s lack of help and service.<br />Jeff starts blogging about Dell Hell.<br />Dell Stock: $40.30 HP Stock: $22.68<br />
  9. 9. An Expensive Lesson<br />Jeff was cited by Business week, NY Times, PC World, The Guardian UK, and Adweek.<br />Dell’s Reaction? Issued press releases & closed its’ message boards<br />Dell lost about $36 Billion<br />in market cap.<br />Dell Stock: $29.24 (11.06) <br />HP Stock: $28.79<br />
  10. 10. Why Did Dell Get Into Trouble?<br />Because they didn’t know what their customers thought of them!<br />Once they had a “problem”, they tried to fix the issue by issuing Press Releases & closing off customer message boards.<br />Jeff’s Blog didn’t cause Dell’s problems – it just revealed it to them!<br />
  11. 11. What Did Dell Finally Do?<br />Michael Dell finally got involved!<br />Reopened message boards<br />Started a corporate blog<br />Decided to start listening to its customers<br />
  12. 12. The Guitar Breaking Airlines...<br />In 2008, Canadian musician Dave Carroll’s Taylor guitar was broken by baggage handlers on United Airlines and after a year of getting nowhere, in July of 2009 he wrote a song about it and posted it on…. It was an instant hit!<br />To see the video go to<br />
  13. 13. The Impact of Doing Nothing..<br />As of this week there were 7,752,421 views<br />Over 150,000 in the first week.<br />CNN aired the story and played the video.<br />In August 2009, United talked with Dave to make the situation right.<br />United said that they will use the Youtube video for internal customer service training<br />
  14. 14. It’s all about Conversations<br />Business communication is becoming more personal.<br />People want to know about your products and services – no niche is too small.<br />93% of people thought businesses should have a social media presence so they could communicate with them. ~ Gartner Group<br />People want to be heard, especially if they are have an issue with your company.<br />
  15. 15. And Community<br />The most successful communities online tap into our basic human nature:<br />We want to belong.<br />We want to make a difference in the world.<br />We want to be heard.<br />Create relationships that satisfy those needs.<br />
  16. 16. Why You Should Listen<br />91% say consumers reviews are the #1 aid to buying decisions ~ J.C. Williams Group<br />87% trust a friend’s recommendation over a critic’s review ~ Marketing Sherpa<br />One word of mouth conversation has the impact of 200 TV ads ~ BuzzAgent<br />
  17. 17. Why You Should Care<br />Conversations happen “with” you or “about” you<br />About You - “Dell Hell” & “United Breaks Guitars”<br />Look at what it took for these companies to finally have a conversation with Jeff & Dave<br />
  18. 18. The New Trust Economy <br />The line between business & personal is blurring – people are interested in doing business with people!<br />“Social networking is always important when it’s real and is always a useless distraction with it’s fake” ~ Seth Godin<br />
  19. 19. Social Media Does Not Make Money!<br />Good business skills are the same online as they are offline.<br />Your business makes money by doing business with people that:<br />Know You<br />Like You<br />Trust You<br />
  20. 20. Social Media Helps Companies Listen & Participate<br />
  21. 21. 5 Ways to Succeed<br />1.) Have a plan<br />2.) Take small steps with a goal in mind<br />3.) Spend some time with the tools<br />4.) Track your progress and results<br />5.) Be flexible with your strategy<br />
  22. 22. How Are Small Businesses Using Social Media Today?<br />Blendtec –<br />Kogi BBQ –<br />Wiggly Wigglers – Podcasting / Twitter<br />Rudy’s Drivein – Facebook Page (2900 fans)<br />
  23. 23. Statistics<br />74% of all US adults are online. <br />( US is #8 June 2009 - #1 is Norway @ 86% )<br />2009 Average age of user<br /> Linkedin 41<br /> Facebook 34 <br /> Twitter 33 <br /> MySpace 29<br />
  24. 24. Where to Start?<br />1.) Find Interested People<br />2.) Deliver Quality Content<br />3.) Capture their information<br />4.) Communicate Frequently<br />
  25. 25. Where To Find Interested People<br />Google<br />Blogs<br />Facebook<br />Youtube<br />Twitter<br />Linkedin<br />Digg<br /><br />
  26. 26. Match the tools to the strategy<br />After you know what you are trying to do, select the best tools to execute your strategy.<br />Learn about the tools and which ones will help you achieve your goals.<br />Using the best tools doesn’t guarantee success or solve all marketing problems.<br />
  27. 27. The Big 3 Social Media Forces<br />Social Networking Platform with over 350 million users<br />Real time micro-blogging with over 50 million users<br />Business oriented professional network with over 50 million users<br />
  28. 28. Define Success<br />Develop a customer focused community<br />Increase engagement<br />Opt-ins for e-newsletter or e-mail<br />Subscriptions to blog<br />Expand customer base<br />
  29. 29. 2010 Social Media Ad Spend <br />Worldwide, paid social network advertising is expected to increase to $2.5 billion in 2010.<br />$1.2 billion in paid advertising on social networks alone in the U.S. in 2010<br />3.9% increase driven mainly by Facebook’s rapid growth <br />Source:<br />
  30. 30. Social Media Tools for 2010<br />44% will start a company blog<br />36% will try online video<br />27% will join Twitter<br />27% will start podcasting<br />Center for Marketing Research ~University of Massachusetts, Dartmouth<br />Study of 500 fast-growing private US companies<br />
  31. 31. Remember…<br />Anonymity is giving way to authenticity.<br />Trust is the new Currency.<br />You bring your real life relationships with you online – consistent in both.<br />Be Transparent & real.<br />
  32. 32. 10 Minute Break<br />Next… Linkedin<br />
  33. 33. So You’ve joined Now what?<br /><br />
  34. 34. What is Linkedin?<br />The free social network for business professionals around the world.<br />60 million members<br />170 industries represented<br />200 countries<br />20 million US members<br />Executives from all the Fortune 500 companies are Linkedin members<br />
  35. 35. Linkedin Members<br />57% Male 43% Female<br />Average income of $110,000<br />Average age is 41<br />Joined for professional networking, job search, or business development<br />Interested in news, employment, sports, politics, world events<br />Own more electronic gadgets than other social networkers – digital cameras, HDTV, DVR, Blu-ray etc.<br />
  36. 36. Quick tour of LinkedIn<br />Formatted like a 3 column blog<br />Left hand col. = do most navigating<br />Main col. = click on live links in this section & see things you can manage yourself.<br />Right col. = applications, & Ads<br />Going across the top of the page: People, Jobs, Answers, Companies<br />
  37. 37. How To Use Linkedin?<br />
  38. 38. Increase Your Visibility<br />Increases likelihood that your profile will be seen when someone in your network is looking for a professional like you.<br />Increases your Google ranking<br />Research new people in advance of a meeting or event.<br />
  39. 39. Find a New or Better Job<br />Give or receive help from you connections.<br />This is your online resume<br />Ask your connections for introductions<br />Give and request endorsements<br />
  40. 40. Check New People Out<br />New Hire? Does Linkedin match the resume?<br />Consultant? Do they have any recommendations?<br />45% of hiring managers said they were checking new hires’ social media profiles.<br />Careerbuilder <br />
  41. 41. Linked In Agenda<br />1.) Home Screen<br />2. ) Profile<br />3. ) Contacts<br />4. ) Groups<br />5. ) Inbox (InMail)<br />
  42. 42. 1. Home Screen<br />Formatted like a 3 column blog<br />Left hand column: will use for navigating<br />Main column: things you will manage yourself.<br />Right column: Linkedin applications & ads <br />
  43. 43. 2. Build Your Profile<br />Your Profile is like:<br /> A web page<br /> An online resume<br /> An advertisement for YOU!<br />It should be designed with Marketing YOU in mind.<br />Think of a Linkedin Profile as a Hub site for you and your company!<br />
  44. 44. Profile Worksheet<br />Use your real name! <br />Professional headline.<br />Add a photo – use a professional one.<br />Fill out the basics today.<br />Eventually reach 100%.<br />Status updates – make it work related.<br />
  45. 45. 3. Contacts: Building a Network<br />Inviting and accepting connections<br />Max invitations to connect is 3000<br />Connection sources:<br />Address Book<br />Searching for people or companies<br />People move around a lot & information changes – this keeps your database fresh.<br />
  46. 46. Get Recommended<br />Third party testimonials add credibility to you when people do find you.<br />Encourage clients and colleagues to give you a recommendation.<br />Give freely to your clients and colleagues your recommendation.<br />
  47. 47. 4. Join Groups<br />Max is 50<br />Search for groups that interest you<br />Join groups with tons of members<br />Start a group<br />
  48. 48. 5. Linkedin “InMail”<br />1st degree connection (directly connected) or share a group membership with can send a message for free. <br />When invitation is accepted that makes you a 1st degree (direct) connection.<br />2nd and 3rd degree connection can send emails with upgraded ($) account.<br />Too many disapprovals can jeopardize account<br />
  49. 49. What to do after today…<br />Complete your profile to 100%<br />Connect with the people that you know<br />Give recommendations<br />Ask for testimonials<br />Join or start a group that interests you<br />Build your network strategically<br />
  50. 50. 10 Minute Break<br />Next… Facebook<br />
  51. 51. Promote Your Business Using <br />
  52. 52. Agenda<br />1.) Business Goals for Facebook<br />2.) Create a Fan Page<br />3.) Create a Facebook Ad<br />4. ) Create a Facebook Group<br />5. ) View Metrics<br />
  53. 53. Facebook is Where the Customers Are<br />More than 400 Million active users<br />50% of active users log onto Facebook on any given day<br />600, 000 new users every day<br />More than 1.6 million active Fan Pages<br />3rd most trafficked website<br />Fasted growing demographic is those 35 years or older.<br />
  54. 54. Business Goals for Using Facebook<br />Get Found<br />Connect and engage<br />Create a community<br />Promote content<br />
  55. 55. Personal vs Business<br />Setup a personal profile first and then create a business page that you will administer.<br />Personal profiles have friends (mutual acceptance) whereas business pages have fans (one way opt-ins)<br />
  56. 56. Business Tools<br />Fan Pages<br />Designated area on Facebook for business to setup a custom presence.<br />Facebook Ads<br />Ads on the Facebook page which can be targeted by: location, age, interest, sex, relationship status etc.<br />
  57. 57. Create a Business Page 1<br />Note: You must be logged in to create a Page<br />
  58. 58. Create a Business Page 2<br />
  59. 59. Create a Business Page 3<br />
  60. 60. Create a Business Page 4<br />
  61. 61. Your Business Information<br />
  62. 62. Publish Your Business Page<br />
  63. 63. Become a Fan<br />
  64. 64. Enhance Your Page<br /><ul><li>Events
  65. 65. Photos
  66. 66. Discussions
  67. 67. Reviews
  68. 68. Videos
  69. 69. Blog Articles</li></li></ul><li>Invite Your Friends <br />
  70. 70. Draw On Your Network<br />
  71. 71. Optimize for Search Engines<br />Facebook is a search partner with Microsoft Bing<br />Facebook is looking more like a search engine <br />
  72. 72. Facebook Ads<br />
  73. 73. What To Advertise<br />A Website <br />Something on Facebook<br />Your Fan Page <br />A Group Page<br />An Event that you have created.<br />A Landing Page<br />
  74. 74. Advertise on Facebook<br />
  75. 75. Create Your Ad<br />
  76. 76. Target Your Audience<br />Target by Location, Gender, Age, Keywords, Connections, etc.<br />
  77. 77. Set Your Budget<br />Choose to Pay Per Click (PPC) or Pay Per Impression (PPV)<br />Click through rate on Facebook is LOW! <br />Use Pay Per Click.<br />
  78. 78. Create a Facebook Group<br />
  79. 79. Create a Facebook Group<br />
  80. 80. Metrics<br />Measure Friends, Fans, and Activity<br />Facebook Campaign Manager<br />
  81. 81. What to do after today…<br />Create a Fan Page<br />Beef up your Page with photos, videos, etc<br />Invite all of your friends<br />Create a Facebook Ad & test<br />Join or start a group that interests you<br />Build as many Facebook Pages as you want or need<br />
  82. 82. 10 Minute Break<br />Next… Twitter<br />
  83. 83. For Your Business <br />
  84. 84. Agenda<br />1.) Why and how local businesses use Twitter<br />2.) Twitter profile basics<br />3.) Tools to make tweeting easier<br />4.) Examples of businesses using Twitter<br />5.) Twitter Terminology<br />
  85. 85. What is Twitter?<br />Free social networking & micro-blogging service that allows users to send “tweets” or messages that are no longer than 140 characters.<br />
  86. 86. What Twitter Is Not<br />Twitter is NOT about…<br />Sharing what you had for lunch today<br />Wasting your time<br />Following all the celebrities each day<br />Tweeting the daily news feed from your industry<br />Spamming the tweetersphere with endless tweets of “Buy my product/service” links<br />
  87. 87. What Twitter Is<br />Twitter is about…<br />Building your brand<br />Developing your business network<br />Gaining new knowledge<br />Listening to your customers<br />Engaging in the tweetersphere<br />
  88. 88. Why is Twitter So Popular?<br />Simplicity <br />Desktop and mobile applications <br />Your friends are there too<br />Mainstream acceptance<br />Celebrities keep us updated<br />
  89. 89. Twitter Growth is Not Fueled by Teens!<br />
  90. 90. Before You Get Started<br />Know your goals<br />To expand my network<br />To promote my brand<br />Identify potential business opportunities<br />Find new sources of knowledge (people, websites, etc.)<br />Share expertise<br />Have fun<br />
  91. 91. Profile Basics<br />Photo<br />Bio<br />Website Link<br />Background Image<br />Device and Email Management<br />
  92. 92. Twitter Tools<br /> <br /> or<br /><br /><br /><br /><br /><br /><br />Hundreds of Mobile apps<br />
  93. 93. Local Businesses Using Twitter<br />Viterbo University<br />Stephen Jerzak (17 yr. old musician)<br />La Crosse Tribune<br />Orange Computing<br />La Crosse Police<br />WKBT & WXOW<br />Nicklaus Martial Arts America<br />Community Credit Union<br />
  94. 94. Business Examples<br /><br /><br /><br /><br /><br />
  95. 95. Twitter Terminology<br />#FollowFriday – a way to share conversations and follow people talking about the same subject. Follow on<br />@username to address a follower <br />example: @SuzieOrman – thanks for the great advice about my investments.<br />
  96. 96. Twitter Terminology<br />DM is a direct message to another user<br />Example: DM GaryVee Great wine suggestion for Thanksgiving Dinner – Thanks! <br />RT in front of tweet when using someone’s tweet and you want to spread the twitterlove to your followers. <br />i.e. RT @ellen 4 yr old Hip Hop on show today<br />
  97. 97. The 20 Minute per day Twitter Workout<br />1. Send out 3 social chit chat messages as you go about your day2. Share 3 things that you have found that you want to share with others3. Retweet 3 messages from others, that you wanted to share with others4. Send out 2 messages that demonstrate your expertise or knowledge5. Spend time replying to anyone that messages you6. Spend time answering any questions around your area of expertise7. Spend some time recommending other peeps to follow8. Answer any direct messages that are not spam9. Invite a daily question on your area of expertise or knowledge10. Find several new peeps to follow each day based on your criteria11. Spend time in the Search, listen & then engage when you can add value<br />
  98. 98. What to do after today…<br />Create Your Twitter Plan<br />Start following people you like and know<br />Try out a few of the twitter apps and use the ones that best fit your needs.<br />Follow me @catherinetryon and I’ll follow you right back!<br />Join a conversation and have fun!<br />
  99. 99. Social Media Profile Management for Busy Executives<br />In case you need a program to manage your Social Media Profiles while you manage your business.<br />
  100. 100. This Presentation is Available<br />Download from<br />Search for Catherine Tryon<br />Go to my LinkedIn profile and download from my slideshare link.<br />
  101. 101. Thank You!<br />Phone: 608.843.2345<br />Email:<br /><br /><br /><br />