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The Business of Social Media

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The Business of Social Media

  1. 1. The Business of Social Media<br />1<br />
  2. 2. Who am I?<br />Entrepreneur<br />Volunteer<br />Greyhound foster parent<br />Poker player<br />Power yoga addict<br />Juggler and unicycle owner<br />2<br />
  3. 3. Social Media Experience<br />@NationalEC<br />www.facebook.com/NationalEC<br />@OrlandoInc<br />www.facebook.com/OrlandoInc<br />@BuyLocalOrlando<br />www.facebook.com/BuyLocalOrlando<br />@SaveSunRail<br />www.facebook.com/SaveSunRail<br />3<br />
  4. 4. 2010 Web Traffic (Top 20)<br />Google (1) (13) (15) (16) (20)<br />Facebook (2)<br />YouTube (3)<br />Wikipedia (6)<br />Blogger (8)<br />Twitter (11)<br />WordPress (17)<br />www.alexa.com<br />4<br />
  5. 5. Today’s Topics<br />Facebook<br />Twitter<br />LinkedIn <br />5<br />
  6. 6. Facebook - Profiles<br />Profiles = Friends<br />This is you…because YOU hopefully.. <br />Have friends<br />Are an individual<br />Have a personal life<br />Engage in conversations<br />6<br />
  7. 7. Facebook - Pages<br />Pages = “Likes”<br />Company / Organization<br />Professional<br />Stimulate Interest / provide value<br />Analytics*<br />Custom URL (www.facebook.com/username) <br />*This alone should encourage you to have a page!<br />7<br />
  8. 8. Facebook - Analytics<br />“Insights”<br />Only available with pages<br />Tracks activity on page<br />Watch trends<br />Offers demographic information<br />Age, Gender, Location, Language<br />8<br />
  9. 9. Facebook - Analytics<br />9<br />
  10. 10. Facebook - Analytics<br />10<br />
  11. 11. Facebook - Analytics<br />11<br />
  12. 12. Facebook - Analytics<br />12<br />
  13. 13. Facebook - Content<br />Primarily Informational<br />Articles relevant to your service or product<br />Occasional information about your business<br />Special deals<br />Exclusive for fans/followers<br />Make sure they are special<br />10% off – generally not very special<br />13<br />
  14. 14. Facebook - Content<br />14<br />
  15. 15. Facebook - Engagement<br />Allow fans to post content<br />Pay close attention to posts<br />Default – receive emails for activity<br />Ask questions<br />Learn about your customers/clients<br />Comment on fan posts<br />Respond to negative posts publicly<br />15<br />
  16. 16. Facebook - Ads<br />16<br />
  17. 17. Facebook - Ads<br />17<br />
  18. 18. Facebook - Ads<br />18<br />
  19. 19. Facebook - Ads<br />19<br />
  20. 20. Facebook - Ads<br />Run several small campaigns<br />Determine your goal<br />Test regular ads and sponsored stories<br />Different images<br />Different landing pages<br />Review results<br />20<br />
  21. 21. Facebook - Deals<br />21<br />
  22. 22. Facebook - Deals<br />22<br />
  23. 23. Facebook - Deals<br />23<br />
  24. 24. Twitter<br />Based on SMS<br />140 character messages (tweets)<br />Messages include text, links, pics, videos<br />Create lists to focus conversation<br />Broadcast to anyone listening / watching<br />24<br />
  25. 25. Twitter<br />Use #hashtags to mark & search topics<br />www.search.twitter.com/advanced<br />By date, geographic area, topic, sentiment<br />Great listening tool<br />25<br />
  26. 26. search.twitter.com<br />26<br />
  27. 27. search.twitter.com<br />27<br />
  28. 28. search.twitter.com<br />28<br />
  29. 29. search.twitter.com<br />29<br />
  30. 30. search.twitter.com<br />What do you do with the results?<br />Strike up a conversation<br />Do not try to sell directly<br />This is about creating relationships<br />Learn about your competition<br />30<br />
  31. 31. LinkedIn<br />Professional Networking<br />Great tool to find professional connections / resources<br />Power is in groups<br />Allowed to Join 50 – so join 50<br />31<br />
  32. 32. LinkedIn<br />Answers<br />Great place to showcase expertise<br />Provide value<br />Find experts<br />32<br />
  33. 33. LinkedIn<br />33<br />
  34. 34. Tweetdeck<br />34<br />
  35. 35. Which platform is right for you?<br />Examine your business<br />Survey your current customers<br />Which platforms do they use?<br />How do you currently communicate with them?<br />Brick & mortar or virtual?<br />B2B or B2C?<br />35<br />
  36. 36. Which platform is right for you?<br />Determine your time commitment<br />Determine your goals<br />In other words… revisit your marketing plan!<br />36<br />
  37. 37. Listen Up!<br />Create your listening posts<br />Social Mention<br />Google Alerts<br />tweetbeep<br />Your name<br />Company name<br />Competitor’s names<br />37<br />
  38. 38. Engage<br />Social media community is about sharing<br />Ask questions, people will help you along the way<br />Learn the lingo<br />Make it professionally personal<br />Find your voice<br />38<br />
  39. 39. Engage<br />Put your plan into action<br />Commit time to maintain<br />Use common sense<br />Spam: not good in a can, inbox, or social media feed<br />39<br />
  40. 40. Warning!<br />Teenagers know social media<br />It’s tempting, I know<br />Would you hire a teen to run your entire marketing campaign?<br />Basics are great<br />Posting pics, links, etc<br />Common sense to you<br />Not to them<br />40<br />
  41. 41. Take Home Points<br />Create a plan with goals & pick your platforms<br />Start small, grow with your comfort<br />Tools, tools, tools<br />Listen first<br />It’s a community: place to share, not pitch<br />41<br />
  42. 42. Take Home Points<br />Engage: find your voice<br />Go OFFLINE<br />Facebook: Profile & Pages<br />It’s social but not child’s play<br />42<br />
  43. 43. Contact<br />joshua@joshuacjohnson.com<br />www.twitter.com/joshuacjohnson<br />43<br />
  44. 44. Resources<br />www.mashable.com<br />www.techcrunch.com<br />www.openforum.com<br />www.smallbiztrends.com<br />44<br />
  45. 45. Resources<br />http://business.twitter.com/twitter101<br />http://www.chrisbrogan.com/category/socialmedia/<br />http://www.readwriteweb.com/<br />45<br />

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