What Can Social Media Do for You by Dina Lima


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Definition of social media, how to get started, the big picture of social media, key questions to plan your strategy

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What Can Social Media Do for You by Dina Lima

  1. 1. What Can Social Media Do For You? By Dina Lima Green Home Educator & Social Media Marketing Consultant www.LivingGreenInstitute.com • www.DinaLima.com LOGO
  2. 2. Who is Driving Social Media? “Our head of social media is the customer.” –McDonald’s LOGO
  3. 3. Objectives 1. The Big Buzz 2. What is Social Media 3. The Big Picture 4. How to Use Social Media 5. Planning Your Strategy LOGO
  4. 4. The Big Buzz 2010 Social Media Marketing Industry Report Benefits Reported: 85% - generated exposure for their business 63% - increased their traffic, subscriptions or opt-in list 56% - resulted in new business partnerships LOGO
  5. 5. The Big Buzz 2010 Social Media Marketing Industry Report Benefits Reported 54% - helped them raise their search rankings 52% - generated qualified leads 48% - helped them sell their products or services and reduce their marketing expenses LOGO
  6. 6. The Big Buzz 2010 Social Media Marketing Industry Report Tools Used Twitter 88% Facebook 87% LinkedIn 78% Blogs 70% YouTube or other video 46% LOGO
  7. 7. The Big Buzz Twitter Nearly 75,000,000 people visited Twitter.com in Jan. 2010 worldwide (comScore) 23,500,000 visitors in the U.S. (Compete) Approximately 50 million tweets are sent a day (Twitter.com) LOGO
  8. 8. The Big Buzz Facebook.com Has over 400 million active users 50% of active users log on to Facebook in any given day More than 35 million users update their status each day More than 60 million status updates posted each day LOGO
  9. 9. The Big Buzz Facebook.com More than 5 billion pieces of content shared each week (web links, news stories, blog posts, notes, photo albums and the like) More than 3.5 million events created each month More than 3 million active Pages on Facebook LOGO
  10. 10. The Big Buzz Facebook.com More than 1.5 million local businesses have active Pages on Facebook More than 20 million people become fans of Pages each day More than 5.3 billion fans created by Pages LOGO
  11. 11. The Big Buzz LinkedIn Is your online resumé and professional connections tool Has over 70 million members A new member joins every second Great tool used for potential hires LOGO
  12. 12. What is Social Media? “Social Media is about sociology and psychology more than technology.” –Brian Solis, Principal of FutureWorks LOGO
  13. 13. What is Social Media? It is about Connecting with your audience It is about Listening to what they are saying so that you can provide tips, advice, and solutions It is about building Relationships with your audience, colleagues, business partners, suppliers, providers LOGO
  14. 14. Strategic Approach to Social Media LISTEN to what your customer wants, likes or dislikes, and observe how you can meet those demands ENGAGE in conversations with your target audience and be resourceful PARTICIPATE in building relationships with your current and future customers LOGO
  15. 15. Social Media Tools Internet- and mobile-based tools facilitate sharing and discussing information among people It’s a complete strategy that includes using effective tools:  Your Blog  Facebook  Twitter  YouTube (videos)  Flickr (photos) LOGO
  16. 16. Social Media Success “Monitor, engage, and be transparent; these have always been the keys to success in the digital space.” -Dallas Lawrence, Levick Strategic Communications LOGO
  17. 17. Web 1.0 vs. Web 2.0 design Web 1.0 You have little/no control of your website Costly to make changes/updates Web 2.0 (CMS systems) Built with interaction in mind Give you the control to manage your website content (articles, photos, video, etc.) Content Management Systems (CMS) LOGO
  18. 18. Content Management Systems (CMS) Open source systems  Free; for its users by its users; access to source code for enhancements You have total control to manage the content of your website Blog component built-in Examples  WordPress, MovableType, Joomla, Drupal, Mamboo…etc. LOGO
  19. 19. Web 2.0 Websites and Blogs Are powerful because they: Are dynamic and interactive Are quick to build and easy to manage Give you full control to manage your website content LOGO
  20. 20. Web 2.0 Websites and Blogs Are powerful because they: Are loved by popular Search Engines like Google Help improve your rankings and SEO Become the permanent base of information for your audience LOGO
  21. 21. Search Engine Optimization (SEO) Post content relevant to keyword searches for higher indexing Score higher on organic search results Be easily found by customers searching for your product/service LOGO
  22. 22. SEO – Example of “organic” search Out of 5,280,000 results, ranked #3 and #5 LOGO
  23. 23. SEO – Example of “organic” search Out of 778,000 results, ranked #1 LOGO
  24. 24. SEO – Example of “organic” search Paid Searches Organic Search Results LOGO
  25. 25. Google’s Indexing Process Ranks your web pages on relevance of content to query search Puts out most relevant/reliable results FIRST LOGO
  26. 26. Google’s Query Process This is the secret as to why the Google searches only take fractions of a second LOGO http://www.googleguide.com/google_works.html
  27. 27. The Big Picture of Social Media Text 3 LOGO
  28. 28. The Big Picture: Your Blog Establish your Blog as the permanent base of information for your audience Allow for comments on your blog posts (will be positive and negative) Reply to ALL comments Maintain your professionalism when responding to negative feedback LOGO
  29. 29. The Big Picture: Your Blog LOGO
  30. 30. The Big Picture: Twitter Excellent branding and customer relationship management tool Use it to build relationships with people that can benefit your company Announce events, specials Reply to comments/concerns/praise LOGO
  31. 31. The Big Picture: Twitter Inform Your Audience LOGO
  32. 32. The Big Picture: Twitter Announce Special Sales LOGO
  33. 33. The Big Picture: Facebook Excellent branding and customer relationship management tool Fans can comment or “like” Allows for more flexibility to post events, video, photos, special deals Setup your personal account and fan page for business LOGO
  34. 34. The Big Picture: Facebook Fans Post Comments LOGO
  35. 35. The Big Picture: Facebook Fans Help Each other LOGO
  36. 36. The Big Picture: Facebook Use Facebook to Advertise Specials LOGO
  37. 37. The Big Picture: LinkedIn Your online profile and connection tool with other professionals Give and get recommendations Tweet from within LinkedIn Display your WordPress latest blogs Use “LinkedIn Answers” LOGO
  38. 38. The Big Picture: LinkedIn Complete your profile 100% Request recommendations Include your websites and Twitter links Assign your name for a direct link to your profile LOGO
  39. 39. The Big Picture: LinkedIn Tweet from LinkeIn Share your tweets with your LinkedIn network LOGO
  40. 40. The Big Picture: LinkedIn Notice SEO Strategy In my “tagline” Enrich your tagline with relevant keywords LOGO
  41. 41. The Big Picture: LinkedIn Use “LinkedIn Answers” to get feedback, tips, opinions Participate in answering questions to showcase your expertise A good way to do surveys and get help or feedback from your network LOGO
  42. 42. The Big Picture: LinkedIn You will be surprised to get feedback from people outside your network Don’t forget to reply with a “thank you” LOGO
  43. 43. Planning your Social Media Strategy “Social media is just a buzzword until you come up with a plan.” –Unknown LOGO
  44. 44. Integrated Approach Social Media Success Research Plan Engage Measure LOGO
  45. 45. Planning your Social Media Strategy Social media requires  Commitment  Consistency  Customer service skills  People skills  Maintenance  Planning LOGO
  46. 46. Planning your Social Media Strategy Question #1 What do you hope to gain from your social media presence?  Identify objectives  Set specific goals LOGO
  47. 47. Planning your Social Media Strategy Question #2 Do you know how your customers want to engage with you?  Find out by researching your audience  Use methods that resonate with your audience  Which communities should you join – Twitter, Facebook, other? LOGO
  48. 48. Planning your Social Media Strategy Question #3 Which existing staff members are best qualified to support the effort?  Initiate the conversation with your audience?  Engage in conversation and provide tips, advice, solutions to questions/comments?  Educate your current and future customers about your products/services?  Generate enthusiasm about your what you offer your target market? LOGO
  49. 49. Planning your Social Media Strategy Question #4 How much will you budget for the effort?  Interactive tools are free to use  But they require time and energy  In business time = money  Prepare for expenses to maximize the use of social media marketing tools  If properly planned, you can enjoy great savings LOGO
  50. 50. Planning your Social Media Strategy Question #5 What is your plan for integration?  Complement your current marketing program  Be consistent across all platforms  How will your current public relations and marketing programs be involved with your social media efforts  Maintain programs in sync LOGO
  51. 51. Planning your Social Media Strategy Question #6 How will you measure your success or failure?  Increase in number of followers/fans?  Increase in website traffic?  Positive/increased feedback?  Referrals?  Revenue growth?  Mentions on other sites? LOGO
  52. 52. Planning your Social Media Strategy Question #7 If you Google your name or company name right now, would you be happy with the results?  Do you have a blog?  Is your LinkedIn profile 100% complete?  Do you have your Facebook personal page and Fan Page and are you engaged?  Do you have your Twitter account?  Do you have your Google Profile complete? LOGO
  53. 53. So What Can Social Media Do for You? Greater exposure Increased traffic to your website New business relationships Raised search rankings Qualified leads Increased business Reduced marketing expenses LOGO
  54. 54. My Services Website Development  WordPress, includes logo and Blog component, SEO/SMO optimization, Google-friendly, training  Company pages: about, gallery, contact, video Social Media Setup  Twitter, Facebook, LinkedIn, YouTube, Flickr, RSS feed, TwitterFeed, Nutshell Mail, Google Analytics  Link all social media to your website/blog Monthly Service  Write blog posts, manage social media, SEO monthly reporting LOGO
  55. 55. Consulting, Webinars, Training Dina Lima Dina@LivingGreenInstitute.com www.DinaLima.com Twitter: @DinaELima www.linkedin.com/in/dinalima www.facebook.com/dinalima1 LOGO