Social Media: Beyond the Hype


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Why is there so much fuss about social media anyway? Can you really grow your business using Twitter and Facebook?

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Social Media: Beyond the Hype

  1. 1. How to Integrate Social Media into Your Current Marketing Plan & Identify Common Social Media myths. Social Media- Beyond the Hype
  2. 2. What we are going to discuss. <ul><li>What is social media is NOT. </li></ul><ul><li>What social media is, really. </li></ul><ul><li>10 Social media myths, and why you should ignore them, including: </li></ul><ul><ul><ul><li>Who in your business should lead social media? </li></ul></ul></ul><ul><ul><ul><li>Should you outsource social media? </li></ul></ul></ul><ul><li>How can your business use social media? </li></ul><ul><li>How do your customers use social media? </li></ul><ul><li>How should you choose social media tools? </li></ul><ul><li>How do you get started with social media? </li></ul><ul><li>How do you measure social media ROI? </li></ul>
  3. 3. WIIFM Radio <ul><li>A clear understanding of what social media is, and is not. </li></ul><ul><li>How social media can work with your marketing plan. </li></ul><ul><li>Actionable steps and additional resources to get you started. </li></ul>
  4. 4. Since we are being social… <ul><li>Who I am (and am not) and how we can connect </li></ul><ul><li>I am NOT: </li></ul><ul><li>A social media expert, guru or specialist. No one is, really. </li></ul><ul><li>Selling you a book, product or service. </li></ul><ul><li>Pretending I know everything. No one can, really. </li></ul>
  5. 5. Who are you? <ul><li>Small Business owners? </li></ul>Do you have employees? Work in a marketing department? Use social media now?
  6. 6. Who I am <ul><li>Decide for yourself- here’s how: </li></ul><ul><li>Read the blog: </li></ul><ul><li>Have fun Facebook: </li></ul><ul><li>Follow my thoughts on Twitter: </li></ul><ul><li>Connect on LinkedIn: </li></ul><ul><li> </li></ul>
  7. 7. Why does Social Media have so much hype? <ul><li>What’s the big deal anyway? Is this just the latest internet fad? </li></ul><ul><li>Relax: it’s not rocket science, and you already know how to do it. </li></ul>Additional resource:
  8. 8. What social media is NOT. <ul><li>A slick new campaign that will make a big splash fast. </li></ul><ul><li>An easy, cheap, or free way to sell your product/service. </li></ul><ul><li>Going to make you rich. </li></ul><ul><li>Done over night. </li></ul>Additional resources:
  9. 9. What social media IS (or could be for your business).
  10. 10. The myths, and why you should ignore them. <ul><li>Myth #1- The bigger your following, the better. </li></ul><ul><li>Why it is a myth: Your number of friends or followers means nothing if they do not participate with you. True influence is not just a number. </li></ul>
  11. 11. Social Media Myth #2 <ul><li>Social media is free and cheap. </li></ul><ul><li>Why it is a myth: Some tools might be free, but your time is never free. Effectively incorporating a social media strategy into your marketing plan requires time and expertise. </li></ul>
  12. 12. Social Media Myth #3 <ul><li>You can make a big splash in a short time. </li></ul><ul><li>Why it is a myth: Social media is great if you're already a star, but most of us aren’t. Building a credible reputation takes time. </li></ul>
  13. 13. Social Media Myth #4 <ul><li>You can do it all in-house. </li></ul><ul><li>Why it is a myth: You need strategy, contacts, tools, and some experience. Incorporating social media into your marketing plan may require some knowledge or skills that you do not have in house. </li></ul><ul><li>Note: You need your team involved, who else knows your business, customers or industry best? Do not assume you can completely outsource social media and see success. </li></ul>
  14. 14. Social Media Myth # 5 <ul><li>Social Media is so easy, an intern could do it. </li></ul><ul><li>Why it is a Myth: The person in charge of your social media campaign is the voice of your company, answering questions, responding to complaints. </li></ul>Do you really want this guy representing you online?
  15. 15. Social Media Myth #6 <ul><li>Social media marketing is hard. </li></ul><ul><li>Why it is a Myth: It really is just people having conversations. If you can listen and respond authentically, in other words be human, you can do this. </li></ul>
  16. 16. Social Media Myth #7 <ul><li>Social media is for the younger generation. </li></ul><ul><li>Why it is a Myth: The largest part of Facebook’s user base is the 35-54 age group, and the fastest growing is currently 55+.. </li></ul>
  17. 17. Social Media Myth #8 <ul><li>Social Media Marketing is new. </li></ul><ul><li>Why it is a Myth: Ever heard of word of mouth marketing? Been around quite a long time and is not a new concept. </li></ul>
  18. 18. Social Media Myth #9 <ul><li>There are no rules. </li></ul><ul><li>Why this is a Myth: There are rules. Mostly use your manners, be nice, don’t overly promote yourself, don’t automate everything, be sincere, seek to add value. </li></ul>
  19. 19. Social Media Myth #10 <ul><li>Social media marketing doesn’t apply to my business . </li></ul><ul><li>Why it is a Myth: Does your business involve people? Does it involve people who make a decision about your product or service? Unless you are selling to unthinking robots, it applies. </li></ul>
  20. 20. Integrate your marketing plan <ul><li>Have one? Great- does it tell you: </li></ul><ul><li>Who do you want as a customer? </li></ul><ul><li>What they really want and why? </li></ul><ul><li>How they are going to get it? </li></ul><ul><li>What you want them to do (and where?) </li></ul>If you answered no, take Action: Sign up for my next Lunch & Learn with Maine Marketing Association on June 23.
  21. 21. How Do Your Customers Use Social Media? <ul><li>Take Action: </li></ul><ul><li>1-Set up listening tools </li></ul><ul><li>Open a Google account, use Google reader. </li></ul><ul><li>Search for yourself and your keyword terms in </li></ul><ul><li>Use a Twitter tool like Tweetdeck and do some searches. </li></ul>“ If you wish to know the mind of a man, listen to his words.” ~Johann Wolfgang von Goethe
  22. 22. How Your Business Can Use Social Media <ul><li>Take Action: </li></ul><ul><li>Write down what you want to accomplish with social media according to your goals in order of importance. </li></ul>Goal Type of Social Media Marketing
  23. 23. Time… is it on your side? <ul><li>Set a schedule and track your time as part of your work day. </li></ul><ul><li>Aim for 1 hour a day. Break up into 15-20 min segments. </li></ul><ul><li>Use listening tools to organize the noise. </li></ul>
  24. 24. Where to put your focus <ul><li>Now that you have your goals in order of priority, it’s time to decide which sites you will use to accomplish those goals. </li></ul><ul><li>2 Types of Social Media Sites </li></ul><ul><li>Social Networking </li></ul><ul><li>Link Building </li></ul>
  25. 25. Elements of Social Networking sites <ul><li>You can create a detailed profile. </li></ul><ul><li>You can search for and add friends. </li></ul><ul><li>You can group your friends. </li></ul><ul><li>You can make comments on your profile and others. </li></ul><ul><li>You can message each other. </li></ul><ul><li>You can add media (photos, videos, etc) </li></ul>
  26. 26. Elements of Link Building Sites <ul><li>Content focused rather than user focused </li></ul><ul><li>Minimal interaction between users </li></ul><ul><li>A voting system for content </li></ul><ul><li>A book marking system for content </li></ul><ul><li>Commenting is based on posted content </li></ul>
  27. 27. How do you get started with social media? <ul><li>It’s all in the blog… </li></ul><ul><li>Write what you know. </li></ul><ul><li>Write what others want to know. </li></ul><ul><li>Write what you want to know. </li></ul>
  28. 28. Every gardener needs their tools… <ul><li> - integrates in with Facebook, manage multiple accounts, schedule tweets, easy search feature. </li></ul><ul><li> - Not just social media management, also SEO, PPC, email, analytics, lead generation (ROI!) </li></ul><ul><li>Google Reader, Google Alerts </li></ul><ul><li> - free (and paid) Twitter Analysis reach and influence. </li></ul>
  29. 29. How to Choose Your Tools <ul><li>The Two Factors to Consider: </li></ul><ul><li>Your Time </li></ul><ul><li>Your Money </li></ul>
  30. 30. Last but certainly not least! <ul><li>How can you measure social media ROI? </li></ul>
  31. 31. Additional Resources <ul><li>Because I won’t ever claim to know it all, and even if I did… </li></ul><ul><li>http://blog.hubspot. </li></ul><ul><li>http: //socialmarker .com/ </li></ul><ul><li>http: //socialmediatoday .com </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul>
  32. 32. <ul><li>“ Instead of worrying about what people say of you, why not spend time trying to accomplish something they will admire.” </li></ul><ul><li>~Dale Carnegie </li></ul>