Social Media 101: Is It Really Worth The Hype


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This presentation, presented by David Lively of The Lively Merchant, introduces and stresses Social Media in today's marketing world. Is it worth the hype? Find out for yourself.

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  • Must have a LIVE internet connectionEmbed You Tube video from Socialnomics:
  • So – what are you going to do about it?
  • How will you prepare your strategy? 7 areas of execution
  • Hopefully, you want to get your business in front of your competitorsSearch results rankingsStore trafficReputationblahblahblah – the consultants will tell you… what you really want to do is:Sell more stuff!!!!
  • King of the mountainPot of goldBank robber
  • Details, discovery – You can’t come here me speak then go home and start TwitteringThere’s real work involved
  • Websites, Wikis
  • Email, Instant Messaging
  • Blogging, Reviewing, Rating
  • Social Media – Facebook, YouTube, Twitter, LinkedInSOCIAL FOLLOW BUTTON
  • Why does community building / social media interest you?
  • Do you have a belief and real desire to participate?Why does community building interest you?If you think building community is like building old media hype when you can promote the right thing in the right time slot, you are sorely missing the point. That’s not how you make friends.Video: bring back the loveCrowd following is already happening in the furniture industry. Early adopters tried Twittering their tent sale and facebooking their fabulous financing – to no avail. Unfortunately, they’re being copied
  • What are people already saying about you?Share thisDiggGoogle AlertsCity Info
  • www.pissedconsumer.comBob’s Discount Furniture117 complaints and reviewsThis review was viewed 2,791 times
  • Check out these complaints about Bassett Furniture Direct…From!
  • www.citysearch.comRoom Service in Los Angeles, CAThe good and the bad…You can even REVIEW the REVIEWS!Ignorance is not bliss. Ignorance is death. How many of you wrote down these websites? At the end of this presentation, if you don’t come up here and ask to use my computer to search for your store on these sites –you’re already dead in the water.
  • Do you have the resources to make this happen? - you should identify the resources here: tech, time, money, training, skillOne screen or 1 each
  • Identify the minimumtechnology to get the job done:ComputerDigital cameravideo camerahigh speed internet
  • for photo resizing and compression
  • to upload your videos in compatible formatsTerms of Service: …the following content is prohibited on Content that has as its sole or primary purpose to advertise a particular product or service that, in the sole judgment of, does not otherwise have redeeming value to the community. Apparently ADVERTISING has NO REDEEMING VALUE TO THE COMMUNITY!
  • (Stock Exchange – Hungary) for free images, great for spicing up a blog post
  • What do you already know how to do? Talk about furniture? Write?
  • Take the temperature of the organization
  • Poker chipsHow does leadership feel about social media? Management? Staff?
  • What will prevent you from being successful?ROADBLOCK
  • CLOCKIn #1 Gruntwork you learned how much time SM will takeDo you have it to spare?
  • Commitment / lack of willingness to follow through will be a barrier
  • What has to changes? What can you carry forward? What assets do you already own (internal or external company newsletter, store training on new products, vendor resources – for example)Are you going to run or walk?Are you willing to shift significant time and money?
  • Internal measures you must take before you go public…
  • Football goalpost picture?Set your goals upfront
  • Set quantitative goals: how often will you update? How many fans/followers do you expect? How many staff authors will you have? How much time will you allocate?
  • Set standards for proofing, sourcing, images, references
  • “If your product sucks, social media won’t fix itHowever, if your customer service sucks, social media can helpIf your repeat business sucks, social media can help.”Current customers, - on your list, know and love you New customersLike a first date, you have to attract themCurrent staff – more than one location, offsite warehouse: great way to communicate internally about what’s going on around the company (use direct messaging to a copy list or a private post/page)Show TLM Forum page
  • BUY NOW BUTTONCurrent customers, new customers, staffSign up, buy, follow company policy, attend an eventCALL TO ACTION not just information
  • Never, ever, ever plagiarize someone else’s work. That’s rude and illegal. Feel free to quote other sources and link to other sources, but always give proper credit where credit is due.  It’s actually quite nice for your website to be the one-stop-shop for all your customer’s design needs, so using other sources is not a bad thing. Just give them credit. A DesignerCommunity EventsCurrent SpecialsCustomer Success StoriesFeatured StaffNew ProductsNew VendorsDesign TipsDecorating TrendsTestimonialsLinks to other articlesSomething quirky (recipes, Mount Vernon moxie, pictures of your garden)Furniture Categories (Living Room, Dining Room, etc)
  • You’ve got to give something back, don’t just talk about yourselfNot transactional promotionTHE BREAK UP VIDEO -
  • Thought leadershipAnything you talk about with a customer on the sales floor is fair game for a blog article – pay close attention to customer questions, then answer them online for everyone.
  • Decorating news
  • The Ultimate Social Media Etiquette Handbook you do the following within real face-to-face relationships?Jump on the friendship bandwagon without properly introducing yourself?Consistently talk about yourself and promote only yourself without regard for those around you?Randomly approach a friend you barely talk to and simply ask for favors — repeatedly?Introduce yourself to another person as “Pink House Gardening?”
  • When? What? Why? How?RULER
  • Do you have the tools?
  • How much time are you going to commit each day? Do you have a strategy in place for this? Otherwise you’re jut goofing off. Keeping your FB page open all day is distracting. Plan for this.
  • Twitter and FB to your Inbox – notification so you can RESPONDNOT responding is worse that NOT having a social media presence
  • Length: Articles can be as short as one sentence or up to 500 words MAX. Any longer and your audience falls asleep. If you’ve got that much to say, spread the joy over several different articlesAuthors: Let your staff write articles! You can create user profiles for different writers so their fans can see everything they’ve written in one place. Style: You don’t have to be Ernest Hemmingway to write a blog. By their very nature, blogs are casual and conversational. This is not to say that grammar, spelling and punctuation are not important. Just don’t tell yourself you don’t have the talent or the skill to maintain a blog. If our 12-year-oldcan do it, you can, too.
  • What data do you use?Pre-launch planningDay-to-day executionWeekly/Monthly feedback/reporting
  • Schedule your effortsDevelop a strategy/calendar just like your traditional media advertising
  • This is not free, there is a cost
  • Hardware, software
  • Payroll hours
  • Do they have time? Is it a priority? Do they have support from above and below (bosses and coworkers)?“An outdated blog is worse than no blog at all.” Amy Lively
  • How quickly do you expect a return?Lottery, piles of money, Nasdac tickerShort term investment/goals, long term investment/goals
  • Is the budget flexible? Where will the money come from?
  • Be prepared to shift resources quickly
  • Train more people
  • Does anyone on your staff use social media in their personal life?
  • What’s reasonable?
  • Does staff understand the potential? What are the internal/external expectationsHandling skepticism
  • What are the big fears?
  • From a real lack of resources
  • Empower employees to respond at the point of needDoes position matter?
  • Life vest picture (not a condom!)Establish the SM chain of command to protect your investment, reputation and personnel
  • Eminem – one shot, one opportunityThis is not the time for half measures
  • Peers and competitors
  • Specific screen shots (any industry) of good stuff
  • Specific screen shots (any industry) of bad stuff
  • What’s different about you? Your voice, dedication, content, consistency
  • 4 photos: - Conveyance of ideas SPONTANEOUSIndustry expertise METHODICALYour understanding of her lifestyle COMPETITIVESense of caring about the greater good HUMANISTIC
  • Open communicationOpen to feedbackHandling her criticism and complaints correctlyif you’re not willing to let someone say something BAD, you’re a fake poserIf you edit comment because you don’t LIKE what they say, people will sniff that out in a hurry16% of users believe corporate social mediaYou need 84% commentary
  • How does your SM message fit with your TV, radio, print, web
  • The baby’s butt is the nicest way to say that ASSUMPTIONS make an ASS out of U and MEAbout media, people, communication
  • Who do you like? Are you surprised by their results? What’s theirstrategy? Can you afford it?
  • Now that you know it, what are you going to do about it?What changes will you make?Who will be in charge?How will they meet your goals?What is a win?
  • What should you be tracking? The answer depends on your goal.Google AnalyticsTwitter TrendGoogle AlertsHitsConversionsSales
  • Social Media 101: Is It Really Worth The Hype

    1. 1. David Lively<br />Social Media 101<br />Is it really worth the hype?<br />
    2. 2.
    3. 3. YES<br />
    4. 4. How?<br />
    5. 5. What do you want to do?<br /> you<br /> do<br /> want<br /> DO?<br />What<br /> to<br />
    6. 6. How does it end?<br />
    7. 7. Gruntwork Groundwork<br />1<br />
    8. 8. What does your customer do online?<br />
    9. 9. INFORMATION<br />
    10. 10. COMMUNICATION<br />
    11. 11. EXPRESSION<br />
    12. 12. CONNECTION<br />
    13. 13. Why?<br />
    14. 14. Are you leading the pack?<br />
    15. 15. Or are you following the crowd?<br />
    16. 16. What’s the buzz?<br />
    17. 17.
    18. 18.
    19. 19.
    20. 20.
    21. 21. Resources<br />
    22. 22. T<br />E<br />C<br />H<br />N<br />O<br />L<br />O<br />G<br />Y<br />
    23. 23.
    24. 24.
    25. 25.
    26. 26. Time <br />
    27. 27. Money<br />
    28. 28. Training<br />
    29. 29. Skill <br />
    30. 30. 2<br />Auditing<br />
    31. 31. Are youallin?<br />
    32. 32. Barriers<br />
    33. 33. Time <br />
    34. 34. Commitment<br />
    35. 35. Evolution or Revolution?<br />
    36. 36. Before you come out of the closet…<br /><ul><li>Training
    37. 37. Expectations
    38. 38. Implementation</li></li></ul><li>3<br />Goals<br />
    39. 39. Quantity<br />
    40. 40. Quality<br />
    41. 41. Who do you want to reach?<br /><ul><li>Current Customers
    42. 42. New Customers
    43. 43. Staff</li></li></ul><li>What do you want them to do?<br />
    44. 44. Now that you can talk to the world…<br />what in the world are you going to say?<br />
    45. 45. NO self promotion<br />
    46. 46. Thought leadership<br />
    47. 47. Tips and Trends<br />
    48. 48. Living with your product<br />
    49. 49. Etiquette <br />
    50. 50. Measure success<br />
    51. 51. Tools<br />
    52. 52. Time<br />
    53. 53. Technology<br />
    54. 54. Talent<br />
    55. 55. Data<br />
    56. 56. 4<br />
    57. 57. Time<br />
    58. 58. Money <br />
    59. 59. Technology-Spending<br />
    60. 60. People-Spending<br />
    61. 61. Who will lead?<br />
    62. 62. Payoff<br />
    63. 63. Financial Flexibility<br />
    64. 64. Current Ad Budget<br />
    65. 65. Current Customer Service Budget<br />
    66. 66. Current Store Operations Budget<br />
    67. 67. When it hits the fan…<br />
    68. 68. Refocus <br />
    69. 69. Retrain <br />
    70. 70. 5<br /> Higher Education<br />
    71. 71. Any SM geeks out there?<br />
    72. 72. Expectations<br />
    73. 73. Skeptics<br />
    74. 74. Fears<br />
    75. 75. Not knowing what to say…<br />…not knowing when to say it.<br />
    76. 76. Technophobia <br />
    77. 77. Fear of being stranded<br />
    78. 78. Setting Policy<br />
    79. 79. Details, details<br />
    80. 80. What must be said<br />
    81. 81. What must NEVER be said<br />
    82. 82. Code of Conduct <br />
    83. 83. Use of company time and tools<br />
    84. 84. Empowered<br />
    85. 85. Protect yourself<br />
    86. 86. One shot, one opportunity <br />6<br />
    87. 87. What do you see?<br />
    88. 88. Imitate<br />
    89. 89. Avoid<br />
    90. 90. Differentiate<br />
    91. 91. What do you want Ms. Jones to think?<br />
    92. 92. You talk…<br />But do you listen?<br />
    93. 93. Integration <br />
    94. 94. Evaluation<br />7<br />
    95. 95. Workflow<br />
    96. 96. Workforce<br />
    97. 97. Media<br />Communication<br />People<br />Assumptions<br />
    98. 98. Who do you like?<br />Are you surprised?<br />
    99. 99. So, what?<br />
    100. 100. Get out of the way<br />
    101. 101. Tracking<br />