Brushes press kits with slides Thank you Kate and Bonnie for inviting me today to this Forum. I am delighted to share with you the SOFTEACH experience with Social Media. During this time, please write down your questions for later, for the Q&A. If you have questions during the presentation that need to be answered at that time, just raise your hands and that will be fine too. Poll: What are your businesses – name? Throw brushes. What do you hope to get out of this presentation? What do you currently in the realm of social media, i.e. Constant Contact? Softeach helps, businesses increase productivity and move ahead of competition via customized, onsite & online computer training. The training is for endusers (Access, Excel, Photoshop, Project, etc.) and IT staff (SQL admin and db, Server, Active Directory etc) Softeach Story: founded 1984, 22 years ago, one woman show, I wore all hats – on some days I did the training, others billing, attending networking events, marketing, etc. BY 3 years, I needed to bring in other instructors. Then I could offer more - training on additional programs that I didn’t know and grow Softeach. Initially we serviced 1 and 2 person firms, now we service companies of up to 10000’s of employees, nationwide.
Our clients are from many industries – manufacturing, service, finanaical, advertising, educational institutions, pharmaceuticals, engineering and architectural firms, government, etc.
Web 1.0 – content Web- information and links to more information – search directories (Superpages) . Simple websites for users Web 2.0 – social Web i.e. Wikipedia, Facebook, online banking, blog sites (new content ordered chronologically, opinion/insight i.e. Andrea Goldman), podcasts, etc;gave users IT skills to build websites themselves. Web 3.0 - location aware, moment relevant Internet – real time – iphone, real world and web, Twitter, gps, video (skype with cam), multimedia, real world to web i.e.real time social connections i.e. texting, can engage with people all over the world on variety of devices, enriching Web 2.0, data and data connectivity destroys walls – World is Flat…. Get quote p. 195
4 hrs week to set up blogs and constant contact for the week Each employee needs to post news/tips to reinforce presence. Each employee needs to post comments routinely. Explain components Quote Gotomeeting stats via Osterman Research , on driving traffic to Webinars, etc – Banner ads have the lowest success of 8%, emails to your database have highest success of 75%, with search engine traffic a rate of 40% - snail mail is 35%, press releases 30%, ads in newsletters 21%, unsolicited emails 13%. White paper is available if you give me your card or email me. SEO Tags are used in Web site, blog postings and many other locations Blogs – Hubspot quote – available from me – Active blogs (5+/week) draw 6.9 times more organic search traffic Technorati, Del.icio.us, Digg to search blogs need to comment frequently everywhere We are all publishers now – quote from NewRules of Marketing & PR by David Meerman Scott quote p.68
Polls –Survey Monkey, etc. Video Sites – YouTube Podcasting – ipod Photo Sites – Squidoo and Flickr Micro Blogging/Texting – Twitter RSS Feeds – Really Simple Syndication – data comes to you, avoids email, i.e.Netflix RSS sign up
Weekly Constant Contact emails to SOFTEACH database with tips, case studies and other news 2+ Bloggings a week Join Groups and participate in discussions i.e. LinkedIn, Facebook, Twitter Company pages on LinkedIn Facebook, Twitter Goal: Increase database of prospects, followers, fans Results: Increased email lists Developed new business in NC
Organic vs Inorganic leads (Google ads, etc) Inbound Marketing vs Outbound Marketing (telemarketing, print ads, etc)
Good to Great by Jim Collins talks about the Hedgehog – to the outsider, this is news – to the insiders, they are have been working steadily on this to get the result – quote ? Creativity – campaigns utlizing SM components Useful content – Google scours for Blogs and new content on web sites Choices – Draw up plan of initiatives, that you have time to complete Some Guidelines – 5+ Blogs/week Tweet once a day LinkedIn – once a week Facebook – once a week Twitter Power – Joel Comm focused on one SM tool to achieve his goals Collaboration, interaction, conversation
Inorganic Lead – Google Adsense Organic leads – overall plan Outbound marketing – telemarketing Inbound marketing – social media Thought Leader Impact: New company jobs: SM Specialists on staff Reporters – no pitch letters or Press Releases; they go to you instead of us going to them via Blogs Everyone is a publisher Real time – immediate Guidelines: Find 15 keywords for your company 2-3 on every web site page, blog, postings Keep one main service per page on the web site
Can email articles that I have referred to. Just give me your card if you want this information…. The World is Flat is to be the Bible of the world – walls are coming down which allow us to collaborate for business and personal needs. Now competition is not just local. Here is a quote from The World is Flat . Technology removes walls (cell phones, the Web, remote usage) Due to technology, Softeach went from a MA firm to a New England firm to a national firm.
Softeach will continue to utilize Social Media to spread the word of SOFTEACH and to attact followers, fans, prospective clients. How we handle this and what components we use will evolve. The mission remains the same. We want to increase awareness of SOFTEACH and develop new business. At this point, I want to open this part of the program to Q&A.
Social Media Plan Basics
Social Media Increases Business & Presence for SOFTEACH Elizabeth W. Brown www.softeachusa.com [email_address] 800-815-5424/617-244-0037
What is SOFTEACH today? <ul><li>25 year old national computer training firm </li></ul><ul><li>Customized, on site & online training </li></ul><ul><li>Enduser training </li></ul><ul><li>Technical training </li></ul>
What is Web 2.0? <ul><li>Web Site </li></ul><ul><li>Blog </li></ul><ul><li>Constant Contact & similar </li></ul><ul><li>Craig’s List </li></ul><ul><li>Social Networks </li></ul>
SOFTEACH Social Media Plan Major Components Craig’s List Blog Email List Landing Pages Groups Social/Business Networks Ping Web Site
Additional Social Media Options <ul><li>Polls </li></ul><ul><li>Video Sites </li></ul><ul><li>Podcasting </li></ul><ul><li>Photo Sites </li></ul><ul><li>Micro Blogging/Texting </li></ul><ul><li>RSS Feeds & more as we speak </li></ul>
Sampling of current SOFTEACH Web 2.0 efforts? <ul><li>Weekly Constant Contact emails </li></ul><ul><li>2+ Blog postings a week </li></ul><ul><li>Group memberships </li></ul><ul><li>Company pages on LinkedIn, Facebook,Twitter </li></ul>
SOFTEACH Goals <ul><li>Drive traffic to Website forms </li></ul><ul><li>Increase SOFTEACH brand awareness </li></ul><ul><li>Position SOFTEACH as thought leader in industry </li></ul>
4 C’s of SOFTEACH Social Media <ul><li>Be consistent </li></ul><ul><li>Show creativity </li></ul><ul><li>Give useful content </li></ul><ul><li>Make choices </li></ul>
Resources <ul><li>The New Rules of Marketing & PR by David Meerman Scott </li></ul><ul><li>Twitter Power by Joel Comm </li></ul><ul><li>Good to Great by Jim Collins </li></ul><ul><li>Google Alerts </li></ul><ul><li>Google Analytics </li></ul>
Going Forward…………… <ul><li>Develop more SOFTEACH group presence </li></ul><ul><li>Increase frequency of Blog postings </li></ul><ul><li>Continue to integrate all marketing efforts </li></ul><ul><li>Focus on campaigns for fans & followers </li></ul>