Sinclair University - Social Sense


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Sinclair University - Social Sense

  1. 1. Effective Social Media to Enhance Your Business Presented by Carla Hale
  2. 2.  Social media manager at The C-3 Group Co-founder of CultureMASH Board member of New Media Dayton Dayton native Sinclair/WSU alumn
  3. 3.  Social media goal setting Platforms 3rd party tools Blogging Content Creation and Calendars Response – time and style Delegating resources to SM management How does SM integrate with the rest of the web?
  4. 4.  The use of web-based and mobile technologies to turn communication into interactive dialogue. Social media is: collaborative, network, conversation, sharing, relationships, multi-dimensional, inclusive, information, community, personalized, empowering, real-time, content distribution, self- expression, unity, dynamic, discover, power of the masses
  5. 5.  Decide and commit to participating in the real time web. Learn all you can. Learn the platforms, but also learn the philosophy. Listen - To customers, influencers, and competitors. Develop policies and plans. Goal set. Track and measure.
  6. 6.  Gain exposure. Expand and enhance the brand. Gain new customers. Make money! All of this can be achieved through social media. Social media fits into the overall business or marketing plan. It is not separate.
  7. 7.  The same traditional principles of marketing apply, in a new way. Social media needs a budget and resources assigned to it, just as you would any other facet of your marketing. A social media plan can exist independently, but needs to be factored in.
  8. 8.  Strengthen Your Brand Engage Your Audience Increase Brand Awareness Improve Search Engine Rankings Increase Site Traffic Improve Customer Service Lead Generation Monitoring Your Online Presence Drive Conversions … Just to name a few…
  9. 9.  Started with BBS (Bulletin Board System) in the 1970s. 650 million+ on Facebook. 200 million+ on Twitter. 17 million+ on Google Plus…. In three weeks 10 million+ on Foursquare
  10. 10.  Social media revolution Nielsen reported 47 percent of Americans visit Facebook daily. That compares to 55 percent who watch TV, 37 percent who listen to radio, and 22 percent who read newspapers.
  11. 11.  Generating conversation vs. creating noise • It’s very easy to unlike a page on Facebook, or unfollow on Twitter. • You need to have something useful to say. • Online consumers have the WIIFM mentality – What’s In It For Me? • What can you provide that is unique and valuable to your customers? • Conversation is a 2 (or more) way street.
  12. 12.  WOM – Word of Mouth • SM can be one of the best ways word of mouth messages spread about your company – good or bad. • “Satisfied customers tell 3 friends; Angry customers tell 3,000.” – Pete Blackshaw • There are social networks that exist solely for this purpose –,, Do you think MTV wants to know this?
  13. 13.  Transparency • Trust is one of the hardest things to gain and the quickest things to lose. • Individuals in your organization should be required to be transparent about their roles on SM sites. • Easy to get caught – everything on the internet is in ink, not pencil.
  14. 14.  Authenticity • Be who you are; Be who your brand is. • Stay on topic (or related topics). • Employees of the brand should stay within the brand’s personality. • Have disclaimers, disaster plans, guidelines for when something goes wrong (it will) – • Zappos – Their brand is all about customer service and it shows.
  15. 15.  Reciprocity • Promote others. • Chris Brogan rule – promotes 12 others on Tiwtter for every one time he promotes himself. • Interact with similarly-minded biz’s. • This is especially important for local biz. • Social Media PR • Don’t NOT do this, people notice that too.
  16. 16.  Brevity • There’s a reason some people like Twitter better… • Learn from Seth Godin, publishes more frequently, but shorter amounts. • Keep people coming back for more. • Clear and simple messages. • Other media can tell your story – images, vlogs, videos.
  17. 17.  Find Influencers and Learn • Social media is always changing and there will always be someone ahead of you. Learn from them. • Influencers in SM relating to almost every field – B2B, B2C, NPOs, pharma, Small biz, restaurants, etc. • Engage with influencers to help you sell (not in a SPAM way!) – social media elite, or twitterati… whatever you call it, find them!
  18. 18.  Won’t fix a bad business • Social media will always make something that is bad from the beginning look worse. • Either you will be attracting no one (looks bad) or attracting angry, upset people (looks worse). • Fix your business, then engage on SM.
  19. 19.  Commitment • Social media is a commitment – most of the time a daily commitment. • Building your community, engaging with customers is something the whole company can (and probably) should be involved in. • Social media success takes time, it does not happen over night.
  20. 20.  First and foremost, discover what is being said about your brand already (more than likely, you are already being talked about) Who, What, Where, When and Why Now you know who to target, what they are talking about, what channel(s) you are being talked about on, timeliness, and why (good or bad).
  21. 21.  There are free and paid tools available. Free: • • • • • • • • • Facebook is not so easily monitored…
  22. 22.  There are free and paid tools available. Paid: • • • • • • • (Nielsen) •
  23. 23.  First, analyze what you are already using – Email, phone, newsletters, print, etc. Is this missing your target audience? Do they reflect your brand? If yes, don’t get rid of them in place of SM. If no, consider eliminating. Ask yourself what is missing, who are you missing, are you active or passive. Are you committed? Claim your business profile on all Social Media channels. •
  24. 24.  Listening (keeps coming up, right?) Find what your brand presence currently is, online communities you should engage in, influencers, and similar companies. Decide who in the organization is responsible for content generation/posting and how often they need to be online (Zappos has someone on Twitter 24/7) Decide overall topics to discuss.
  25. 25.  Create a content plan/calendar. (more on that in a minute…) Set goals – relationships, raise awareness, increase web traffic, increase sales, etc. Decide your core message and stick to it. Select the channels best for your brand based on where your target is. Measure results. Reevaluate your overall plan periodically, each quarter is suggested.
  26. 26.  Create a content plan/calendar. (more on that in a minute…) Set goals – relationships, raise awareness, increase web traffic, increase sales, etc. Decide your core message and stick to it. Select the channels best for your brand based on where your target is. Measure results. Reevaluate your overall plan periodically, each quarter is suggested.
  27. 27.  Intended for the use of your whole company • Introduce the purpose of social media • Be responsible for what you write • Be authentic • Consider your audience • Exercise good judgment • Understand the concept of community • Respect copyrights • Protect proprietary info • Bring Value • Find balance between social media and work
  28. 28.  Traditional • IBM Innovative • Victoria, Australia Government
  29. 29.  This is necessary, but somewhat tricky. • Decide what is important to you overall. • Enhancing customer service – Wright State Housing • Gaining more sales – difficult to measure if a Facebook like will translate to sales • Enhance the brand • More YouTube views • More blog comments
  30. 30.  650 million users Average user has 130 friends Average user creates 90 pieces of content each month About 70% of Facebook users are outside the United States There are more than 250 million active users currently accessing Facebook through their mobile devices. People that use Facebook on their mobile devices are twice as active on Facebook than non-mobile users.
  31. 31.  Let’s talk specifics about your pages…. After 25 Likes > Features: Wall, Info, Photos, Reviews Iframes Apps
  32. 32.  200 million+ users In the past year alone, the average number of tweets per day has nearly tripled from 50 million to 140 million. For the past month, the average daily sign-up rate has been 460,000 new accounts 182% increase in the number of users tweeting from mobile devices in the past year.
  33. 33.  @ Replys Trends Followers vs. Following Direct Messages Retweets Hashtags
  34. 34.  100 million+ users Operates in over 200 countries. 85% of hiring managers use LinkedIn to find candidates. 61% of users are male, this is different from other networks.
  35. 35.  Great for competitive intelligence “Answers” forum Private messaging Who’s viewed your profile Paid and free subscriptions Groups Recommendations Can follow companies
  36. 36.  490 unique visitors 92 billion page views each month 2.9 billion hours watched each month These stats do not include mobile or embedded videos 400 tweets per minute contain a YouTube link 2nd largest search engine after Google
  37. 37.  Channels – allows viewers to see all of your videos Can have a branded background Viewers can leave comments Showcase expertise Can aid in customer service
  38. 38.  Google Plus has gained almost 18 million users since its inception Is not allowing business usage at this time “Circles” are lists of friends that you categorize Can share photos, links, tag people, etc similar to Facebook
  39. 39.  Foursquare just reached 10 million plus members A location based social network that can be integrated with Facebook and Twitter Can see where friends are Businesses can offer deals to check-ins or Mayors People can become mayor of a location after checking in more than anyone else Foursquare awards badges for certain types of check-ins Location is a top trend of 2011
  40. 40.  Creating a social media calendar allows you to plan ahead for what you will talk about. Saves time and resources.
  41. 41.  Tweetdeck Hootsuite
  42. 42.  Location Based Networks Facebook Social Graph Social Commerce QR Codes & SnapTags
  43. 43.  Geo-location networks and apps are becoming more and more common-place. • Foursquare, Gowalla, Loopt, Whrrl are all networks specific only to location. • Facebook launched Places about a year ago. • Google is launching their own Places This will be important for businesses to monitor who is checking in at their location. Businesses who participate in geo-location networks can offer incentives for those who “check-in”
  44. 44.  Social Plug-Ins will become the norm. This allows Facebook users to “Like” not only business Pages, but also specific items. The Facebook user can also see which of their Facebook Friends have also “Liked” that page or object.
  45. 45.  Social Network users are sharing what they are purchasing, direct from an e- commerce site. • Their friends can weigh in on purchasing decisions and “Like” them. Groupon and LivingSocial also prompt users to share their purchases on Social Networks.
  46. 46.  QR Code – Stands for Quick Response Code. • Scanned with a smartphone app and can link directly to a URL, video, etc. Snap Tag – Usually a logo, able to be used with older phones, as long as they have a camera. • Consumers can take a picture of the Snap Tag, SMS message it to a number and then receive promotional text messaging.
  47. 47.  Lastly, social media greatly affects your SEO (Search Engine Optimization) Be sure to Google yourself often and see what is found. Ideally, your website should be first, followed by your social media channels.
  48. 48.  Scott Stratten Chris Brogan Liz Strauss Julien Smith Jason Falls Amber Naslund Brian Solis
  49. 49.  937-985-4234 Facebook/chale1
  50. 50. Effective Social Media to Enhance Your Business Presented by Carla Hale