Social Media Boot Camp


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  • Different social media platforms that exist…
  • Buzz phrases old way was more of a broadcast. Static web sites, the most contact would be a contact form. Web 2.0 brings interactivity. User adds to the conversation and things are cyclical. Digital generation, broadband makes it possible
  • Conversation is going on whether you’re there or not. If the conversation is positive, look for ways to engage. If negative Collaboration
  • Social Media Boot Camp

    1. 1. Social Media Bootcamp Instructor: Kathy Sipple,
    2. 2. What we’ll cover… <ul><ul><li>What is ‘Social Media’? </li></ul></ul><ul><ul><li>Exploring different types of social media sites </li></ul></ul><ul><ul><li>Who uses it? </li></ul></ul><ul><ul><li>Building a sustainable model </li></ul></ul><ul><ul><li>Strategies for creating and disseminating content </li></ul></ul><ul><ul><li>Third party applications </li></ul></ul>INTRO
    3. 3. Have you heard about…? INTRO
    4. 4. Lots of sites out there… INTRO
    5. 5. What is social media? <ul><li>Web 2.0 (a.k.a. read/write web) </li></ul><ul><li>People having (different types of) online conversations </li></ul><ul><ul><li>LinkedIn, professional networking site </li></ul></ul><ul><ul><li>Facebook, social networking site </li></ul></ul><ul><ul><li>Blogs (Twitter = microblog) </li></ul></ul><ul><li>An opportunity! </li></ul>INTRO
    6. 6. WIIFM? <ul><li>Gain new business </li></ul><ul><li>Increase customer loyalty </li></ul><ul><li>Identify trends/issues </li></ul><ul><li>Promote your business online </li></ul><ul><li>Manage your reputation </li></ul><ul><li>Carry out research </li></ul><ul><li>Collaboration </li></ul>INTRO
    7. 7. Who uses it? <ul><li>Varies by site </li></ul><ul><li>Growing and changing </li></ul><ul><li> </li></ul>INTRO
    8. 8. Considerations <ul><li>What are your objectives? </li></ul><ul><li>Demographics: who are you trying to reach? </li></ul><ul><li>What’s your style? </li></ul><ul><li>Can you create ‘content’? </li></ul><ul><li>Your time = your cost </li></ul>INTRO
    9. 9. Social media connection model Each social media site is like another door to your web site and/or blog. Sometimes your audience/message will overlap—that’s okay! INTRO Blog Web Site
    10. 10. One extra step makes this easier… INTRO Blog Web Site
    11. 11. Traditional business networking <ul><ul><li>Chambers of Commerce </li></ul></ul><ul><ul><li>BNI & other leads groups </li></ul></ul><ul><ul><li>Industry associations & clubs </li></ul></ul><ul><ul><li>Volunteer/charities </li></ul></ul><ul><ul><li>School/alumni groups </li></ul></ul><ul><ul><li>Country clubs </li></ul></ul><ul><ul><li>Religious organizations </li></ul></ul>LINKEDIN
    12. 12. Challenges with traditional methods <ul><ul><li>There’s only 1 of you! </li></ul></ul><ul><ul><li>Expense </li></ul></ul><ul><ul><li>Not organized </li></ul></ul><ul><ul><li>Hidden potential </li></ul></ul>LINKEDIN
    13. 13. Who uses it? <ul><ul><li> </li></ul></ul><ul><ul><ul><li>40+ million users globally </li></ul></ul></ul><ul><ul><ul><li> </li></ul></ul></ul><ul><ul><ul><li>In the news: CNBC </li></ul></ul></ul>LINKEDIN
    14. 14. How do professional networking sites help? <ul><ul><li>Leverage </li></ul></ul><ul><ul><li>Reveals hidden opportunties </li></ul></ul><ul><ul><li>Faster </li></ul></ul><ul><ul><li>Easier </li></ul></ul><ul><ul><li>Saves times and money </li></ul></ul>LINKEDIN
    15. 15. What can I do? <ul><ul><li>Reconnect to old customers, friends, coworkers, family, etc. </li></ul></ul><ul><ul><li>Recommend and get recommended </li></ul></ul><ul><ul><li>Share expertise </li></ul></ul><ul><ul><li>Let people know what you’re working on </li></ul></ul><ul><ul><li>Promote your blog if you have one (distribute articles) </li></ul></ul>LINKEDIN
    16. 16. Profile <ul><ul><li>Vanity URL </li></ul></ul><ul><ul><li>100% complete—be ready for business </li></ul></ul>LINKEDIN
    17. 17. Tips <ul><ul><li>Tie your past experience together </li></ul></ul><ul><ul><li>Credentials, certifications, awards </li></ul></ul><ul><ul><li>Applications </li></ul></ul>LINKEDIN
    18. 18. Decisions <ul><ul><li>Scale of network </li></ul></ul><ul><ul><li>Privacy considerations </li></ul></ul>LINKEDIN
    19. 19. Getting started <ul><ul><li>Friends </li></ul></ul><ul><ul><li>Relatives </li></ul></ul><ul><ul><li>Vendors </li></ul></ul><ul><ul><li>Clients </li></ul></ul><ul><ul><li>Fans </li></ul></ul>LINKEDIN
    20. 20. Groups <ul><ul><li>Alumni groups </li></ul></ul><ul><ul><li>Regional interest </li></ul></ul><ul><ul><li>Technology </li></ul></ul><ul><ul><li>Same job function </li></ul></ul><ul><ul><li>Partner groups to live event, i.e. NWIBP </li></ul></ul>LINKEDIN
    21. 21. Applications <ul><ul><li>Blog link </li></ul></ul><ul><ul><li>Travel </li></ul></ul><ul><ul><li>Slideshare </li></ul></ul><ul><ul><li>Book Recommendations </li></ul></ul><ul><ul><li>And more… </li></ul></ul>LINKEDIN
    22. 22. What is Twitter? <ul><ul><li>Twitter is a social networking and microblogging service that allows you to answer the question, &quot;What are you doing right now?&quot; by sending short text messages 140 characters in length, called &quot;tweets&quot;, to your friends, or &quot;followers.&quot; </li></ul></ul>TWITTER
    23. 23. Twitter Functionality <ul><ul><li>You can send your messages using the Twitter website directly, as a single SMS (text) alert, or via a third-party application such as Tweetdeck or TweetLater. </li></ul></ul><ul><ul><li>Your tweets are displayed on your profile page, on the home page of each of your followers, and in the Twitter public timeline (unless you disable this in your account settings.) </li></ul></ul>TWITTER
    24. 24. Used by large companies… TWITTER
    25. 25. Small companies Hashtag References non-profit’s Twitter profile TWITTER
    26. 26. Twitter Uses <ul><ul><li>Build awareness. Advantages: casual, conversational. </li></ul></ul><ul><ul><li>Direct traffic . Build web site traffic, viral nature. </li></ul></ul><ul><ul><li>Find supporteres. Do a search for keywords related to your organization on Twitter Search and then follow users. Many times they will follow you back. </li></ul></ul><ul><ul><li>Notify your clients. Events, opportunities, needs, etc. </li></ul></ul><ul><ul><li>Get feedback . Surveys, polls, recommendations, etc. </li></ul></ul><ul><ul><li>Extend existing digital communication efforts . “Recycle” e-newsletter content, add to email signature, email blasts, etc. </li></ul></ul>TWITTER
    27. 27. More Twitter Uses <ul><ul><li>Post jobs and opportunities . Or get recommendations for freelancers. </li></ul></ul><ul><ul><li>Network for information . Network with like-minded people, especially those in the same industry. </li></ul></ul><ul><ul><li>Organization Management . Can be used as a company intranet that connects employees to one another. (Yammer) </li></ul></ul><ul><ul><li>Event Updates . Hassle-free way of disseminating information. </li></ul></ul>TWITTER
    28. 28. More Uses for Twitter <ul><ul><li>Set Up Meetings . Twitter can help you organize impromptu meetups. </li></ul></ul><ul><ul><li>Acquire Votes . Send a link to your stories you’ve submitted in other social news sites like Digg. Sometimes your followers will vote up the stories because they agree with it. This allows you to acquire more support for your efforts on other social media websites. </li></ul></ul>TWITTER
    29. 29. Benefits of Twitter <ul><ul><li>Short format allows informal collaboration & quick information sharing. </li></ul></ul><ul><ul><li>Share information with people that you wouldn't normally exchange email or IM messages with, opening up your circle of contacts to an ever-growing community of like-minded people. </li></ul></ul>TWITTER
    30. 30. Getting started Go to and click green button TWITTER
    31. 31. Default Twitter Profile TWITTER
    32. 32. Profile & Follow(er) Tips <ul><ul><li>Interesting bio (in 160 characters or less!) </li></ul></ul><ul><ul><li>Upload a photo </li></ul></ul><ul><ul><li>Use your real name and location </li></ul></ul><ul><ul><li>Don’t use the default background! </li></ul></ul><ul><ul><li>A few words about “bots” and spammers </li></ul></ul>TWITTER
    33. 35. Vocabulary <ul><ul><li>Tweets </li></ul></ul><ul><ul><li>Tweeple (alt. Tweople) </li></ul></ul><ul><ul><li>Retweet </li></ul></ul><ul><ul><li>Hashtags </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul>TWITTER
    34. 36. Twitter Etiquette <ul><ul><li>Give to get </li></ul></ul><ul><ul><li>Retweet! </li></ul></ul><ul><ul><li>Engage </li></ul></ul><ul><ul><li>Ask questions </li></ul></ul><ul><ul><li>Don’t overtweet </li></ul></ul><ul><ul><li>Follow Friday (#followfriday or #ff) </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li>@ message vs. direct message </li></ul></ul>TWITTER
    35. 37. How do I find people to follow? <ul><ul><li>Twitter search (Advanced, do a radius or search for key words) </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li>Twitter by area </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li>Mr. Tweet </li></ul></ul>TWITTER
    36. 38. TWITTER
    37. 39. Why should I create a Facebook page for my business? If you could set up a free trade show booth at a venue that would expose you to 138 million people (per month), would you do it? 2 nd most popular web site per as of 4/19/10. (#1 Google) FACEBOOK
    38. 40. Paid Advertising on Facebook <ul><li>Pay per click (CPC) or per impression (CPM) </li></ul><ul><ul><li>CPC advertiser: click through to your website and controlling the actual cost to drive each individual person to your site most important (direct response) </li></ul></ul><ul><ul><li>CPM advertiser: larger volume of people seeing your ad is most important (awareness) </li></ul></ul><ul><li>Targeted </li></ul><ul><li>Demonstration </li></ul>FACEBOOK
    39. 41. As of this writing, there is no cost to join Facebook—only for the advertising if you choose to do so.
    40. 44. FACEBOOK
    41. 45. Next step: <ul><li>Check the email address you used to create the account </li></ul><ul><li>Click the link in the email to confirm </li></ul><ul><li>The link will take you to the following page… </li></ul>FACEBOOK
    42. 46. FACEBOOK
    43. 47. FACEBOOK
    44. 48. First add info Click ‘Save Changes’ when finished FACEBOOK
    45. 49. Click once ‘Basic Info’ and ‘Detailed Info’ have been entered. FACEBOOK
    46. 50. Write a short synopsis of what you offer. Use key words that someone who needs your service might use on a search engine to help improve your odds of being found and to let fans know why they should want to follow you. FACEBOOK
    47. 51. If you will be sharing duties for updating your Facebook page with other people, add them as administrators so they may access the page as well. FACEBOOK
    48. 52. Invite your co-admistor(s) via Facebook if they already have a profile or send them an email FACEBOOK
    49. 53. Click here to add your logo or photo FACEBOOK
    50. 54. FACEBOOK
    51. 55. FACEBOOK
    52. 56. Step 1: Browse to the correct folder where you have your photo or logo stored. (Size limit is 4 Mb.) Step 2: Check this box Step 3: Click ‘Uplooad Picture’ FACEBOOK
    53. 57. FACEBOOK
    54. 58. FACEBOOK
    55. 59. After you create your business profile, this is what you will see after you log on to Facebook… Click here to access your page FACEBOOK
    56. 60. Don’t forget to publish your page when it’s finished! FACEBOOK
    57. 61. How will I manage… <ul><ul><li>Multiple profiles? </li></ul></ul><ul><ul><li>On multiple sites? </li></ul></ul><ul><ul><li>I’m too busy (or I plan to be!) </li></ul></ul>ADVANCED
    58. 62. Tying it all together… <ul><ul><li>Automating and scheduling tasks </li></ul></ul><ul><ul><li>Linking your social media accounts </li></ul></ul><ul><ul><li>Strategies for building your social media network </li></ul></ul><ul><ul><li>Tracking progress </li></ul></ul><ul><ul><li>Integrating multi-media into your social media marketing </li></ul></ul>ADVANCED
    59. 63. A review of our model INTRO Blog Web Site
    60. 64. Automation and scheduling helps! ADVANCED
    61. 65. (recently renamed steps: <ul><ul><li>Set up a free account </li></ul></ul><ul><ul><li>Aim for 3-5 tweets per week, stagger timing </li></ul></ul><ul><ul><li>Many tweets can be scheduled in advance—every now and then should be “live.” </li></ul></ul>ADVANCED
    62. 66. steps: <ul><ul><li>What information is “tweet worthy”? </li></ul></ul><ul><ul><ul><li>Industry links or articles </li></ul></ul></ul><ul><ul><ul><li>Seminars or networking events you attend </li></ul></ul></ul><ul><ul><ul><li>Recommendations about who to follow </li></ul></ul></ul><ul><ul><ul><li>Retweets </li></ul></ul></ul><ul><ul><ul><li>Announce events or sales, etc. </li></ul></ul></ul><ul><ul><ul><li>Supplement text with video links from YouTube or with photos (Twtpic is very easy!) </li></ul></ul></ul>ADVANCED
    63. 67. Strategy <ul><ul><li>Be a source of information for your target audience. Determine what information is needed and provide it. </li></ul></ul><ul><ul><li>Think “key words” and get to the point quickly. What do you want to be known for? What you talk about helps the appropriate people find you. </li></ul></ul><ul><ul><li>Where possible, spread “link love”—mention others by their Twitter ID and/or web site, e.g. @EntrepreneurMC, (or a URL shortened version of it.) Be a connector and try to advance others’ objectives when possible. </li></ul></ul><ul><ul><li>Reuse/repurpose/recycle content. </li></ul></ul>ADVANCED
    64. 68. Strategy continued <ul><ul><li>Use Twitter to disseminate information and to find prospects you otherwise wouldn’t have access to. </li></ul></ul><ul><ul><li>Use LinkedIn and Facebook to connect with people you know or have opportunity to meet via your connections. </li></ul></ul><ul><ul><li>It’s okay to weave in a little personal information, but 80% or more of your content should be business related if you are marketing your business. </li></ul></ul>ADVANCED
    65. 69. URL shorteners <ul><ul><li>URL shorteners help pack more information (and links) into your tweets (140 character limit) </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li>Tiny.url </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li>Becomes… </li></ul></ul>Long, messy, awkward and hard to remember… Much better! ADVANCED
    66. 70. Anatomy of a super-charged tweet, example #1: <ul><ul><li>Affordable social media training for business @EntrepreneurMC: #fb </li></ul></ul>Helping Entrepreneur Center get more exposure by sharing their Twitter ID rather than naming them by name The “meat” of the message uses descriptive key words about my business. Including this link helps build support for my Facebook fan page. (I use the event feature on FB to promote my speaking engagements.) ADVANCED
    67. 71. Super-charged tweet #2: <ul><ul><li>#nwitweetup is Thurs. 5/28 @izzybeancoffee 7-9 pm. Proceeds benefit LEAF. Please RT. #nwindiana </li></ul></ul>A hashtag I created to promote Northwest Indiana Tweetup, a monthly meet up for local Twitter users A hashtag someone else created to flag events of regional interest Asking others to retweet your message helps spread your message beyond your immediate followers Attendees unfamiliar with the location can click on this Twitter ID to get more information like address, phone or at least a web site link. Make sure people who visit your own profile can easily figure out how to contact you. ADVANCED
    68. 72. Follow Friday custom <ul><ul><li>#followfriday is a hashtag </li></ul></ul><ul><ul><li>It is a Twitter custom to use this tag to suggest people you would like to recommend for others to follow. </li></ul></ul><ul><ul><li>Recommending others that provide solid information makes you a source of information and can get you noticed too. </li></ul></ul><ul><ul><li>Example: My #followfriday picks this week are: @EntrepreneurMC @CoachLee @successtrek for business help in #nwindiana. </li></ul></ul>ADVANCED
    69. 73. Technical tweet help: <ul><ul><li>Use hashtags to tag your message and make it easier for your target group to find, e.g. #nwindiana #nwitweetup </li></ul></ul><ul><ul><li>#fb = Selective Twitter status (updates Facebook account when you post a tweet) </li></ul></ul><ul><ul><li>RT = Retweet (repeat a tweet), example: RT @kathysipple #nwitweetup is Thurs. 5/28 @izzybeancoffee </li></ul></ul>ADVANCED
    70. 74. Super-charged tweets: Type your tweet here, then choose desired scheduling option. Tip: save frequently used tweets as drafts to avoid re-typing. ADVANCED
    71. 75. How do I find people to follow? <ul><ul><li>Twitter search (Advanced, do a radius or search for key words) </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li>Twitter by area </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li>Mr. Tweet </li></ul></ul>ADVANCED
    72. 76. Linking LinkedIn <ul><ul><li>Add to your email signature </li></ul></ul><ul><ul><li>Fill all three URL link spots provided: web site, Twitter profile, Facebook business page and/or blog. Use descriptive labels, e.g. “Follow me on Twitter” </li></ul></ul><ul><ul><li>Use your LinkedIn status to build awareness—you can include short links, e.g.: “ Kathy is looking for support for her business fan page on Facebook: . Check the page for my upcoming classes.” </li></ul></ul>ADVANCED
    73. 77. Linking LinkedIn, continued LinkedIn’s BlogLink application makes it easy to link to your Twitter and/or blog account You can use the poll application to get answers to a question ADVANCED
    74. 78. Promote your social media presence <ul><ul><li>Add to your email signature </li></ul></ul><ul><ul><li>Add to your contact page of web site </li></ul></ul><ul><ul><li>Walk-in locations can use decals on door/window </li></ul></ul><ul><ul><li>Consider adding to your business card or other marketing literature </li></ul></ul><ul><ul><li>Bookmark (favorite) your profile pages using Delicious, Digg or other social bookmarking sites </li></ul></ul><ul><ul><li>Clothing/promotional items </li></ul></ul>ADVANCED
    75. 79. Don’t forget your web site <ul><ul><li>Simple solution: Add information to your ‘About Us’ or ‘Contact Page’ </li></ul></ul><ul><ul><li>Alternate solution: Embed widgets or import RSS feed (may require you to get help from your web administrator) </li></ul></ul>ADVANCED
    76. 80. Start with the basics <ul><ul><li> can help you decide before you begin on additional social networks </li></ul></ul><ul><ul><li>Build a manageable and sustainable system </li></ul></ul>ADVANCED
    77. 81. Resources <ul><ul><li>Subscribe to weekly e-newsletter “Social Media Tips for Business” at </li></ul></ul><ul><ul><li>Local tweetups: search #nwitweetup or #michianatweetup on Twitter for details. </li></ul></ul><ul><ul><li> for demographic info on web sites </li></ul></ul><ul><ul><li> URL Shortener </li></ul></ul><ul><ul><li> to build attractive looking fan boxes </li></ul></ul><ul><ul><li>Kathy Sipple, Social Media Trainer & Strategist: </li></ul></ul>