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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  • 82% of US online adults active with social technologies, social marketing has become an essential part of any marketing organization. Moreover, social marketing requires new skills from marketers and their organizations, placing pressure on managers to get their teams up to speed.
  • What I also am- a gardener. Planted my first garden when I was 4 or 5- marigolds. Still one of my favorite garden flowers- they are so useful. But what I have come to learn in my wise 35 years is that much of life is like a garden. Social media is no different.
  • It has changed the way people communicate- no doubt. In many ways I think it has brought us closer- distance is no longer a barrier to developing relationships.
  • Remember, people do not use social media to hear your pitch. They use it to be social. If you want to be heard be social, be interesting, be yourself. "Do not interrupt what people are interested in; be what people are interested in."And remember your manners. (more on that later) So, if you can’t really sell directly, then what is the point? By the end of our lunch, that is the answer you should have. If you don’t, see me after class.
  • Type: what is social media into Google. You get a lot of definitions back. Basically, social media, as it pertains to marketing, is websites (whether on your phone or computer) where you can connect with other people and share content (writings, photos, videos, any thing that can be recorded). Social media= users create the channel & experience- they decide the what, where, when & how. R u excited or scared? Relationships are like gardens, social media is your garden.
  • It is who they are that matters, not how many of them there are. This is not that kind of popularity contest.
  • This is not a sprint race, it is a marathon.
  • It is all about the relationship between your employees and your customers. (so important to have the right team !) You will want to be careful in choosing the person who has the professional skills to handle it, and the knowledge to do it with. It’s not just about technology.
  • I know, you are thinking I just contradicted myself.
  • More grandparents than high schoolers on FB- yup Nana is online , checking up on Jr and connecting with long lost friends. Age is irrelevant in social media usage, and life experience is a plus for social media marketers
  • Check out, visit some local chapters. The concepts there are tried and tested, and work. This is one way to grow your business both locally and beyond. The concepts learned there also apply to social media marketing. I would not be where I am today without learning and practicing word of mouth marketing. The marketing shift is not about control, but about the volume & transparency of the voice. The internet has just made it easier to connect to people and therefore made WOM a much bigger concept.
  • Everything you learned in kindergarten applies to how to interact on social media.
  • Last one, and I think the most important to refute. Social media is even more appropriate for B2B. Making connections, education, content, engagement. businesses are networks, markets are conversations. Forrester Research recently reported that 88% of IT & business people use social media to help make decisions.
  • Who here has a marketing plan? Don’t have one? Ok, no problem, take 5 min and write down these 3 things: Who do you want as a customer? I was chatting with a smart marketer this past last week and she very astutely stated,"Not everyone is your customer, not every customer is profitable. Businesses should focus on customers that are the most profitable over their entire relationship. What is their lifetime value? Who is the easiest to deal with and not a draw on resources? Who comes back again and again? Where is the biggest opportunity?" Right-o Aileen-those are the customers we all want! What do you want them to do? (Conversion events- macro & micro) Having a plan that has a content and/or touchpoint strategy will gently guide your prospects to conversion, at their pace. What do they want? This means understanding their buying motivation, their real motivation. To do this personas are a key element. define personas as"...representative stand-ins for the modes in which it is possible for individuals to interact with you and your business." This goes far beyond segmentation of demographics or likes and dislikes. Ok, 4 things- how are they going to gather the information to do or get what they want, and how will they make their decision?
  • Use the 2 ears, 1 mouth rule. Listen before you speak, in order to add value you need to see what is valued… To be able to know if your audience is around- you have to listen. (example of walking in the woods at night- they key to not getting sprayed by a skunk is to listen for them) Story time! An example of how your customers use social media: Just found the most fantastic gardening gloves. I love having my hands in the dirt, but my poor Irish skin can’t take the dryness, nor does it like the heavy gloves mos gardeners have. So when I went to my local greenhouse (Agway in Bidd- they are wonderful) I was checking some out. The darling old lady who I followed around everywhere discretely picking her brain, came up next to me and said ‘those are the most wonderful gloves I have ever used, you won’t even know you have them on.” I bought 2 pairs. Why? Because I trusted her opinion as an expert and we had established a kind of relationship.
  • Suggestions: SEO (link building) Brand awareness (social) Use soc med to: build brand, increase sales, decrease mktg spend, maintain relevancy, bolster current mktg initiatives ... Also remember that to create a new relationship between you, your customers & press you need to add value, insight to the conversation. Referral traffic (use both)
  • There are some things you can outsource and automate (like online dating). But ultimately you are going to have to commit some time to develop relationships. You can’t throw some seeds in the sand and expect to have a flourishing garden in a week. Like gardens, relationships need to be nutured, fertilized, weeded out and then…harvested.
  • Not going to list them all, too many and new ones are always coming up. But you can identify which ones are which based on certain characteristics. The characteristics of the site will tell you how it can be used.
  • Some examples: Facebook, Myspace, Twitter, LinkedIn Uses: branding (recommend Trust Agents- how not to be that guy) reputation management! Ideally, you don’t want to be known as the guy who sells X, but the guy that knows everything about X and shares it with everyone. Raise up the knowledge of your niche, not you. That means talking less about yourself and more about others- yes even your competitors.
  • Some examples: Digg,, reddit Seo= link building= popularity and credibility
  • At this point you have set your goals, listened to the audience, now…. What to say? Not as hard as you might think. What you know: Don’t be the guy who sells stereos, be the guy that knows everything about stereos and share what you know. What other want to know: take everything you’ve heard from listening and write what others are talking about. Don’t know anything about what others are talking about? Write about what you don’t know and want to learn more about. Check LinkedIn discussions and questions, yahoo answers- what is the most popular topic that week? Company whitepapers, industry white papers- what is your take? Break it down to lay man’s terms. (an 800 word blog post summary is much easier to digest than a 14 page whitepaper. STOP the pdf newsletters! Write a series of blog posts and send an email that lists the most popular ones. Same content- SEO style.
  • Some of the ones I use or have used. Hubspot partner- can set anyone up with an extended 30 day trial.
  • Free tools will use up more of your time. What is your time worth? How much do you get paid per hour? Is it worth the free tool if you use up more of your time which is a commodity? Your money- just like you schedule your time, schedule a budget. How much time will this tool save you? How many leads will you need to generate from this effort?
  • This brings us back to your goals- what did you want to accomplish with social media? That will determine how you will measure ROI. If it is for branding, then a tool like Twitalyzer will help you to measure your reach and influence. If it is SEO, then see how your rankings have improved. If it is lead generation- Analytics should be able to tell you how much referral traffic you are getting and whether or not they are converting on your site.If it is networking, Facebook has some decent analytics behind their pages to show you interaction level. is ROI measured strictly in terms of direct financial returns, or are there allowances for more ephemeral things, like increased brand awareness or planting the seeds for an abiding desire? I'm not trying to be a smart-as#, I'm genuinely curious. What are the parameters for measuring ROI? Quick note on standards and benchmarks- there are none. No one ever won a race looking sideways. Establish your baseline and improve on that. It’s YOUR customers and YOUR business, not your neighbors. No two are exactly alike- like snowflakes. It all depends on your goals. Too many companies are leaping into the social media fray without thinking about what they are trying to achieve. So, no, ROI is not always measured by financial return. But it is good to be able measure the results. If it isn't generating a return, it needs to be evaluated. Especially in a small business, when everyone wears so many hats. Making good use of your time is important. Great point Paula! Social media goals could include branding, Seo, networking or a combination. Depending on the business goals and how it fits into your marketing plan will determine what you measure. Then you can decide how much of your time (a valuable commodity) to spend on social media efforts. If time- log in to Analytics and Hubspot to show…
  • People are dynamic, the web is dynamic, social media is dynamic. There are no experts, gurus. Just people who get people.
  • Formatting: rise from bottom slowly
  • 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>