Social media abilene rotary-sep2011


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This presentation provides a quick overview of the reasons for using social media in a business or professional setting. It focuses on Facebook and LinkedIn as two examples of social media services often used by businesses.

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  • Thank Kayla and Heather for inviting me to speak. It is great to be back at a Rotary lunch again. Rotary is an organization with a proud heritage that does a lot of good works throughout the world.
  • Ask the questions: How many of you use Facebook? Twitter? LinkedIn? How many of you have watched a video on YouTube? Anyone joined Google+ yet?
  • We’ve seen a lot of technological change in our lifetimes. For many of us, our addiction to screens began with the TV set, but today TV is joined by computers, iPads, smartphones and game consoles. We’re spending time online for entertainment, news and to stay socially connected.
  • Just like radio didn’t die when TV came along, these traditional marketing channels still hold value. They may still need to be a part of your organization’s marketing mix, but if you are limiting yourself to only these channels, you are missing out.
  • The world has changed. We’re communicating with one another and obtaining information in different ways. A business today needs to at least consider using some of these tools to reach its customers, donors, volunteers or other target audiences.
  • No two organizations are alike or have exactly the same marketing needs. The challenge is finding what combination of old and new tools works best for you.
  • People are spending less time with traditional media – TV, radio and newspapers – and more time online with their computers, iPads and smartphones. When online, they are likely spending a good portion of that time on social media sites. If you want to go where you customers hang out, then you need to be engaged in social media. Let’s look at the size of Facebook, the most popular of the social media sites (next slide).
  • On the last bullet point, share the story of the man in Snyder who, when awakened by the recent earthquake there, said he grabbed his phone and got on Facebook to find out what was going on. Now let’s look at the second reason for using social media … (next slide)
  • Social media allows you to show more of you and your business’s personality. Social media encourages a two-way dialogue, where customers can respond to you online and comment about their experience with your business (which is usually overwhelmingly positive!)
  • Facebook’s fans definitely bond with the company, as you can see every day on the company’s Facebook page. Do they get negative comments? Sure, but they are drowned out by the overwhelmingly positive customer comments. Even the negative comments give the company “real time” customer feedback that is extremely valuable.
  • Social media has two sides to it – the public relations aspect of managing a Facebook page, posting comments on Twitter, etc. That side of social media is essentially free of charge, although you may want to hire help to manage the content on these sites. Social media also has advertising opportunities. They aren’t free, of course, but they are more cost-effective than traditional mass media advertising or direct mail. Both of my employers, ACU and First Financial Bank, use Facebook for advertising and are pleased with the results.
  • Now let’s look at the some of the benefits of using Facebook for your business.
  • How often you should post may depend on the size of your business and the time you can devote to social media, but you don’t want to start a website, Facebook page or other sites and then let them languish for weeks or months with no new information. Give your customers reasons to come back often.
  • On the next slide, let’s talk about another popular social media service, LinkedIn.
  • LinkedIn is more like an electronic version of your resume, but with many added features and benefits. It is all about business networking. LinkedIn is ideal for professionals and executives who might not feel comfortable on Facebook or Twitter.
  • Here are some resources to explore if you want to learn more about using Facebook and LinkedIn. You may also want to consider hiring a consultant or agency to set up or manage your social media marketing. That may be money well spent.
  • Social media abilene rotary-sep2011

    1. 1. Social media marketing <ul><li>By Dave Hogan, APR </li></ul><ul><li>For Rotary Club of Abilene </li></ul><ul><li>Abilene, Texas </li></ul><ul><li>September 16, 2011 </li></ul>
    2. 2. Our goals today <ul><li>Discuss three reasons why you should use social media for your business or organization </li></ul><ul><li>Focus on two popular social media services: Facebook and LinkedIn </li></ul>
    3. 3. We’ve come a long way
    4. 4. TV & Radio News-papers Special events Maga-zines Direct mail Community service Traditional marketing channels News-letters
    5. 5. SEO & Google search Biz website Social media Email marketing Modern marketing channels Intranet sites Online adver-tising
    6. 6. What is your optimal mix of traditional and modern marketing channels?
    7. 7. Why use social media for business marketing? <ul><li>Reason # 1: Go where your customers are hanging out: Leading social media sites attract huge audiences </li></ul>
    8. 8. <ul><li>Facebook has more than 750 million users worldwide; twice the population of the U.S. </li></ul><ul><li>Facebook users spend 700 billion minutes per month on Facebook </li></ul><ul><li>Nearly half of 18 to 34 year olds check Facebook when they wake up each morning </li></ul><ul><li>48% of young Americans say they get their NEWS from Facebook </li></ul>
    9. 9. Why use social media for business marketing? <ul><li>Reason # 2: Unlike advertising, direct mail and traditional PR, social media can establish a deeper sense of “community” and “relationship” with your customers. This “bonding” can result in more loyal and longer-lasting customers. </li></ul>
    10. 10. Starbuck’s Facebook Page (25 million fans!)
    11. 11. Why use social media for business marketing? <ul><li>Reason # 3: Social media marketing is cost effective compared with direct mail and traditional advertising media </li></ul>
    12. 12.
    13. 13. <ul><li>Tips for using Facebook professionally : </li></ul><ul><li>Create a Facebook “page,” not a “profile” or “group” </li></ul><ul><li>Your FB page is NOT primarily for advertising </li></ul><ul><li>Let your personality show </li></ul><ul><li>Post frequently (more) </li></ul>
    14. 14. <ul><li>Tips for using Facebook professionally : </li></ul><ul><li>(continued) </li></ul><ul><li>Share photos, videos </li></ul><ul><li>Promote your Facebook page actively -- in your store or office, on your business cards and in your ads </li></ul><ul><li>Consider advertising opportunities on Facebook </li></ul>
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    19. 19. LinkedIn is a different kind of social network <ul><li>LinkedIn is designed for business associates and clients </li></ul><ul><li>The tone of LinkedIn is more professional </li></ul><ul><li>LinkedIn has high acceptance and credibility </li></ul>
    20. 20. <ul><li>More than 100 million members in more than 200 countries </li></ul><ul><li>Executives from all of the Fortune 500 companies found on LinkedIn </li></ul><ul><li>More than 1 million company pages </li></ul>
    21. 21.
    22. 22. Company pages on LinkedIn
    23. 23. benefits <ul><li>Establish your professional ID or personal brand </li></ul><ul><li>Network with clients, other professionals </li></ul><ul><li>Keep up with new trends and chatter in your profession </li></ul><ul><li>Build your organization’s reputation and raise its visibility </li></ul><ul><li>Use for employee recruitment and hiring purposes </li></ul>
    24. 24. tips <ul><li>Include your photo with your profile </li></ul><ul><li>Include links to your website, blog, Twitter account </li></ul><ul><li>Join professional groups </li></ul><ul><li>Post status updates frequently </li></ul><ul><li>Make sure your business profile is up-to-date </li></ul><ul><li>Connect with customers, business associates, peers </li></ul>
    25. 25. For more information <ul><li>Facebook pages: </li></ul><ul><li>Facebook marketing solutions: </li></ul><ul><li>All About Facebook (blog): </li></ul><ul><li>LinkedIn learning center: </li></ul><ul><li>LinkedIn’s channel on YouTube: </li></ul>
    26. 26. About the speaker <ul><li>E-mail: [email_address] </li></ul><ul><li>Linkedin: </li></ul><ul><li>Twitter: </li></ul><ul><li>Slideshare: </li></ul>
    27. 27. Got questions?