Social Networking For Small Business Edited


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Social Networking For Small Business Edited

  1. 1. SOCIAL NETWORKING FOR SMALL BUSINESSES Steve Kessler :Your Denver DataMan
  2. 2. What we will cover… <ul><li>Shifting trends in marketing </li></ul><ul><li>What is social networking? </li></ul><ul><li>Social networking safety and etiquette </li></ul><ul><li>The networks </li></ul><ul><li>Getting started with small business tools on social networking </li></ul><ul><li>Q&A </li></ul>
  3. 3. Emarketing <ul><li>Emarketing refers to the use of the Internet to market your company including: </li></ul><ul><ul><li>Websites </li></ul></ul><ul><ul><li>Blog </li></ul></ul><ul><ul><li>Email marketing </li></ul></ul><ul><ul><li>Social networking </li></ul></ul><ul><li>Emarketing should be approached differently than traditional marketing </li></ul><ul><li>Emarketing needs to part of your marketing plan </li></ul>
  4. 4. Making Money Online
  5. 5. Push vs. Pull <ul><li>Push vs. Pull Mentality </li></ul><ul><ul><li>The accessibility and customizability of on-demand information is making consumers less receptive to content which they don’t find value in. </li></ul></ul><ul><li>Push </li></ul><ul><ul><li>TV </li></ul></ul><ul><ul><li>Direct Mail </li></ul></ul><ul><ul><li>Telemarketing </li></ul></ul>
  6. 6. Push Vs. Pull <ul><li>Pull </li></ul><ul><ul><li>Websites </li></ul></ul><ul><ul><li>Blogs </li></ul></ul><ul><ul><li>Social networking sites </li></ul></ul><ul><ul><li>Podcasts </li></ul></ul><ul><li>Hybrid </li></ul><ul><ul><li>Email Marketing </li></ul></ul><ul><ul><li>Pay Per-Click Search Engine Results </li></ul></ul>
  7. 7. Content Should be King <ul><li>Success with Emarketing will come from providing content that your readers want! </li></ul><ul><li>Value added is not free consulting. </li></ul><ul><ul><li>Define yourself as the expert </li></ul></ul><ul><ul><li>Create value </li></ul></ul><ul><ul><li>Define greater need </li></ul></ul><ul><li>Some of the best content will be created by your clients, partners, and supporters. </li></ul>
  8. 8. Making Your Business Social <ul><li>Clients, partners, supporters and others can: </li></ul><ul><ul><li>Ask questions </li></ul></ul><ul><ul><li>Share experiences </li></ul></ul><ul><ul><li>Post pictures of events and products </li></ul></ul><ul><ul><li>Share expertise (especially in technology) </li></ul></ul><ul><li>This content can be moderated, focused and controlled </li></ul><ul><li>Some fields have regulations and it is important to find out how these will effect your ability to use social networks </li></ul><ul><li>This new consumer content creator is called prosumer </li></ul>
  9. 9. Do I Still Need a Website <ul><li>Your website is the hub of your online marketing </li></ul>
  10. 10. Social Networking <ul><li>What is social networking? </li></ul><ul><li>Types of social networking </li></ul><ul><li>Why should I use social networking for my business? </li></ul><ul><li>How big should my network be? </li></ul>
  11. 11. What is Social Networking? <ul><li>Social networking connects people </li></ul><ul><ul><li>Social networks are formed around : </li></ul></ul><ul><ul><ul><li>Likes </li></ul></ul></ul><ul><ul><ul><li>Needs </li></ul></ul></ul><ul><ul><ul><li>Interests </li></ul></ul></ul><ul><ul><ul><li>Locations </li></ul></ul></ul><ul><ul><ul><li>Friendships </li></ul></ul></ul><ul><li>Online social networks expose our connections to us and others </li></ul><ul><li>Let’s watch a video </li></ul>
  12. 12. Types of Social Networks <ul><li>Purely social </li></ul><ul><li>Business </li></ul><ul><li>Knowledge </li></ul><ul><li>Hybrid </li></ul>
  13. 13. Why Should I Use Social Networking For My Business? <ul><li>Social networks help you stay connected without pushing the information . </li></ul><ul><li>It provides us with a free or inexpensive way to keep in contact with our clients. </li></ul><ul><li>Social networks are where people are. </li></ul><ul><li>Social networks WILL only become more prevalent. </li></ul>
  14. 14. How Big Should My Network Be?
  15. 15. Getting Connected <ul><li>Each network has its own process for getting connected </li></ul><ul><li>In general, the processes go like this </li></ul><ul><ul><li>I know this person and I want to be connected. </li></ul></ul><ul><ul><li>Tell the system how you know the person. </li></ul></ul><ul><ul><ul><li>Possibly provide information about the person to “prove” a connection . </li></ul></ul></ul><ul><ul><li>The person verifies the connection. </li></ul></ul><ul><li>Some of the networks are starting to penalize people who try and connect to people they do not already have a connection with. </li></ul>
  16. 16. Social Networking Safety and Etiquette <ul><li>Who can see your data online? </li></ul><ul><li>Know your network </li></ul><ul><li>What to share /what not to share online </li></ul>
  17. 17. Who Can See Your Data Online? <ul><li>It is critical to assume that EVERYONE can see data you post online unless you know you have a secure connection </li></ul><ul><li>Social networks have limited security </li></ul><ul><ul><li>This is something that developers are considering as we speak </li></ul></ul><ul><li>Social networks are not a place to share private data if you care who sees it. </li></ul><ul><ul><li>You may share information with you friends, but it needs to be information that your boss or your clients can see. </li></ul></ul>
  18. 18. Know the Network <ul><li>Every network has a culture and norms for what is acceptable on that network. </li></ul><ul><ul><li>LinkedIn </li></ul></ul><ul><ul><ul><li>Corporate </li></ul></ul></ul><ul><ul><ul><li>Suit and tie like </li></ul></ul></ul><ul><ul><li>Facebook </li></ul></ul><ul><ul><ul><li>Fun </li></ul></ul></ul><ul><ul><ul><li>Jeans, T-shirt, and sandals </li></ul></ul></ul><ul><ul><li>Ryze </li></ul></ul><ul><ul><ul><li>Small business </li></ul></ul></ul><ul><ul><ul><li>Business Casual </li></ul></ul></ul>
  19. 19. What to Share <ul><li>Do not share anything on a social network that you would not put share with anyone. </li></ul><ul><li>Even networks that control access to content are not guaranteeing privacy. </li></ul><ul><li>Separating your social life from your business life is becoming more and more difficult. </li></ul>
  20. 20. What Not To Share <ul><li>Home address </li></ul><ul><li>Home phone </li></ul><ul><li>Private information </li></ul><ul><li>Where your kids go to school. </li></ul>
  21. 21. Balancing Sharing with Privacy <ul><li>It is important to balance sharing with privacy. </li></ul><ul><li>Example – Facebook Events </li></ul><ul><li>This is one of the greatest </li></ul><ul><li>challenges of the digital </li></ul><ul><li>age. </li></ul>
  22. 22. The Networks <ul><li>We will discuss networks you should know . </li></ul><ul><li>We will look at specific examples of networks for small businesses. </li></ul>
  23. 23. Social Networks to be Aware of
  24. 24. Why are There So Many Social Networks
  25. 27. Small Business Tools
  26. 28. <ul><li>Developed for the purpose of connecting people who do business with each other. </li></ul><ul><li>Primarily used for corporate networking </li></ul><ul><li>By the numbers </li></ul><ul><ul><li>LinkedIn has grown to 9 million members—3.6 million of whom log in at least once a quarter. </li></ul></ul><ul><ul><li>The average LinkedIn user is 39 and makes $139,000 a year. </li></ul></ul><ul><ul><li>Of the total, 89,000 are chief executive officers, and nearly half a million others occupy another job in the C-suite. </li></ul></ul><ul><ul><ul><li>From BusinessWeek </li></ul></ul></ul><ul><li>Free to start, but many costly additional features. </li></ul>
  27. 29. Profiles <ul><li>LinkedIn Profiles let each user share information about themselves and a resume of what they do. </li></ul><ul><li>LinkedIn Profiles also show activities, relationships, groups, recommendations and use of LinkedIn . </li></ul><ul><li>Profiles can be seen by members and non-members. </li></ul><ul><li>Example Public Profile </li></ul>
  28. 30. Recommendations <ul><li>Recommendations provide a way to for people to share their experiences working with you. </li></ul><ul><li>Recommendations have to be approved by you. </li></ul><ul><li>It is considered good etiquette on LinkedIn to give a reference once you are given one </li></ul><ul><li>There is nothing wrong with requesting a reference from someone on LinkedIn using the request feature. </li></ul><ul><li>Remember people are asking for these recommendations so take them with a grain of salt. </li></ul>
  29. 31. Answers <ul><li>A place to answer questions on many topics . </li></ul><ul><li>A place to find experts for your own questions. </li></ul><ul><li>A way to ask your connections for questions. </li></ul><ul><li>Linked In Answers </li></ul>
  30. 32. Connections <ul><li>On LinkedIn, you can ask for introductions. </li></ul><ul><li>You can invite people who you know </li></ul><ul><ul><li>You have to have the person’s email address to invite them to be “LinkedIn”. </li></ul></ul><ul><ul><li>Some people put their email in their profile so that you can get linked with them even if you don’t have their email. </li></ul></ul><ul><ul><li>IDK’s </li></ul></ul><ul><li>You can send messages to people </li></ul><ul><ul><li>Some messages are free others you have to pay for </li></ul></ul>
  31. 33. <ul><li>Facebook is a hybrid between social and business networking . </li></ul><ul><li>Facebook started out as a social network . </li></ul><ul><li>Facebook is best to reach people between 18-30, but the demographics are expanding rapidly. </li></ul>
  32. 34. Growth From FastCompany
  33. 35. By Age From FastCompany
  34. 36. Profiles <ul><li>A page that shares about an individual </li></ul><ul><li>A connection on Facebook is called a friend. </li></ul><ul><li>Profiles are personal, but all your friends can see them. </li></ul><ul><li>It is important to manage your privacy settings to control what is published to whom. </li></ul>
  35. 37. Pages <ul><li>A place for businesses, candidates, musicians, and others to share information about themselves. </li></ul><ul><li>Facebook pages are not personal profiles. </li></ul><ul><li>Users can become your fan for a page. </li></ul><ul><li>Pages can have many types of content including text, pictures, video, events and other applications. </li></ul><ul><li>You can use Facebook Insights to generate great reports. </li></ul>
  36. 38. Ads <ul><li>Provide ads in context information in an individual’s profiles </li></ul><ul><li>Can show ads that show that your friends have bought something or like something </li></ul><ul><li>Great tracking of views and clicks </li></ul>
  37. 39. <ul><li>Used to connect people finding each other in the on-line world in the off-line world. </li></ul><ul><li>Often times used by organizations to keep people organized </li></ul><ul><li>South Metro Chamber of Commerce uses Meetup very well. </li></ul><ul><li>Free unless you are the group leader </li></ul>
  38. 40. <ul><li>A social network built around personal and now business videos. </li></ul><ul><li>You can imbed the videos you post on YouTube to most any other website, blog or social network. </li></ul><ul><li>Often used as a video blogging tool. </li></ul><ul><li>A great place to post FREE videos about your company. </li></ul>
  39. 41. Twitter – Blogging is Social <ul><li>Blogging is a form of social networking in a way </li></ul><ul><li>Twitter is micro-blogging </li></ul><ul><li>Twitter lets people follow you and build networks of people you follow </li></ul><ul><li>Twitter can be used to share business information </li></ul>
  40. 42. Getting Started with Social Networking <ul><li>Navigating Sites </li></ul><ul><li>Registering </li></ul><ul><li>Building a profile </li></ul><ul><li>Planning </li></ul><ul><li>Building and share your presence </li></ul><ul><li>Help it grow </li></ul>
  41. 43. Web 2.0 Look and Feel <ul><li>Many people will talk about a Web 2.0 look and feel. </li></ul><ul><ul><li>You may even hear it called AJAXY. </li></ul></ul><ul><li>Web 2.0 refers to user interaction, contribution, and dynamic moving of parts. </li></ul><ul><li>For example, on a Facebook Page you can move content areas around and save them automatically. </li></ul><ul><li>Navigating a Web 2.0 feeling site is a skill necessary for using the Internet today. </li></ul>
  42. 44. Registering for a Social Network <ul><li>Registering for social network generally requires providing: </li></ul><ul><ul><li>A name </li></ul></ul><ul><ul><li>Valid email address </li></ul></ul><ul><ul><li>Basic demographic information </li></ul></ul><ul><ul><li>Information specific to the site your are registering for </li></ul></ul>
  43. 45. Building a Social Networking Profile <ul><li>Choose what information you want to share </li></ul><ul><li>Know your audience </li></ul><ul><li>Include enough information to make it interesting </li></ul><ul><li>Its OK to share something a bit more personal on network like Facebook because we do business with people we know like and trust </li></ul>
  44. 46. Planning <ul><li>It is critical to plan how you will use social networking . </li></ul><ul><li>Know what you want from a network </li></ul><ul><ul><li>Friends </li></ul></ul><ul><ul><li>Business contacts </li></ul></ul><ul><ul><li>Answers </li></ul></ul><ul><ul><li>New clients </li></ul></ul><ul><li>Consider which networks to use </li></ul><ul><ul><li>You can’t be in all places </li></ul></ul>Plan
  45. 47. Building and Share Your Presence <ul><li>Build a profile that has good content </li></ul><ul><li>Share your profile with others </li></ul><ul><ul><li>Email Signature </li></ul></ul><ul><ul><li>Website </li></ul></ul><ul><li>Invite your contacts to be your connections on your website. </li></ul>Build & Share
  46. 48. Help it Grow <ul><li>Respond to comments posted on your site </li></ul><ul><li>Add content </li></ul><ul><ul><li>Video </li></ul></ul><ul><ul><li>Notes </li></ul></ul><ul><ul><li>Blogs </li></ul></ul><ul><li>Invite people </li></ul><ul><li>Post content on others pages that includes your address </li></ul><ul><li>Be part of the community </li></ul>Help it Grow
  47. 49. Conclusion
  48. 50. The Future of Social Networking <ul><li>Social networks are growing </li></ul><ul><li>Social networks will become more centralized </li></ul><ul><ul><li>Google Open Social is making it so that profiles can be shared and other software can use social network information </li></ul></ul><ul><ul><ul><li> and LinkedIn </li></ul></ul></ul><ul><li>More sites will add social components to their sites </li></ul><ul><li>Small businesses will find creative ways to build on prosumption and the social aspects of the Internet </li></ul>