Social Media for Business 101

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  • Socialnomics a book on How Social Media Transforms the Way We Live and Do Business by Social Media Guru Erik Qualman: http://amzn.to/ArOWhY Key Slide Quotes: “ The ROI of Social Media is that you’ll still be in business in 5 years” “ We don’t have a choice on whether we DO social media, the question is how well we DO it” “ 34% of bloggers post opinions about products & brands” “ 78% trust peer recommendations, 14% trust advertisements” “ successful social media is listening first and selling second”
  • PLAN:  Research - what are competitors/stakeholders doing? Are they using FB, Twitter, YouTube, FourSquare? Written Plan - what will be developed first,second,third? What will be the sched of regular content review/posting? What measures will you use to track progress/success?   DO: Implement the plan - start with most relevant content first, focus on content, relationships, sales in that order! Listen Online - Google your company and key company leaders, use Google Alerts, and socialmention.com, read industry blogs, find out where your audience and colleagues are active and follow/listen. Manage your rep - find the review sites that mention your name. Send happy customers to the sites where you are being rated to improve your ratings. MEASURE Use analytics - Track your efforts and statistics widely, Where you you having the most impact? Which media are customers connecting to most? What are you learning from your efforts? ACT Use knowledge - you are gaining from listening, implementing, and measuring and make adjustments to your strategy. Where you you having the most impact? Increase those efforts! Eliminate or focus on areas of weakness. Experiment with new low cost technologies, Feel free to fail in your efforts and learn from those opportunities.d
  • Dos: Publish videos regularly.    Create a series of videos that can be followed weekly or monthly - with follow-up, more in-depth tips or guest speakers on a specific topic.   Make the video interesting Tips, tutorials and advice related to FAQs of your customers are ideal.   Engage with your viewers.  It gives the piece more of a personal feel.     Provide a call to action.  Your call to action may be a contest or giveaway, but you want to give those who view your video a reason to come back for more.   Make videos easy to share Sites like YouTube already have sharing buttons below the video.  Catchy titles and easy to read text with plenty of links allow viewers to share easily.   Don’ts: Republish Commercials Corporate video blogs don't need to have a high production quality to be successful. In fact, experts say highly produced video blogs that are too slick are easily mistaken for advertising.   Rely soley on YouTube Youtube only allows videos up to 15min in length and feed lots of advertising and other suggested videos to viewers of your channel. However, YouTube will provide more potential exposure for your videos if you desire to use them as a marketing tool and increase your SEO stats. Evaluate the purpose of your video blog and consider the best platform for your purpose.   Shoot video like an amateur Make sure lighting is sufficient, use a tripod when possible, remove background noise both visual and auditory, use a professional mic.   Script It The best recruiting videos let employees tell their own stories in their own words.    Forget about your brand Marketing videos that are edgy and funny works well on the Web. But if the video doesn't reinforce your brand, you'll wind up with lots of viewers, few buyers, and confused consumers.
  • Social Media for Business 101

    1. 1. Social Media for Business 101 Brian Loebig, MBA Alliance for Performance Excellence LoebigInk.com, TheInkBlog.net
    2. 2. Social Media Revolution?
    3. 3. Social Media Cycle of Success1. Plan o Do some research o Create a written plan1. Do o Implement the plan o Listen online o Manage your reputation1. Measure o View and track key analytics1. Act o Use knowledge to adjust plan o Be transparent/honest/personal o Share content and contribute
    4. 4. Social Media Tools: Overview• Social Networks o Facebook o Linkedin o Twitter• Blogs o Wordpress o Blogger o Ezine• Video Sharing o YouTube o Blip.tv o InternetArchive
    5. 5. Social Media Tools: Social NetworksFacebook Business PagesA social networking site for a local business, company, product, public figure,cause or community where users can add fans, send messages and interact withothers on Facebook from the perspective of their business/interest page.• Business and Personal Pages o Admin role, visibility, interaction• Customizable features o Welcome pages, misc feeds, coupon offers, checkin deals• Highly Targeted Advertising o PPC, PPI, total reach, frequency, social reach, connections, clicks, CTR, CPC• Audience Insights/Metrics o New likes, lifetime likes, monthly active users, post views, post feedback
    6. 6. Social Media Tools: Social NetworksLinkedinA business-oriented social networking site for companies and industryprofessionals looking to make new business contacts or keep in touch withprevious co-workers, affiliates, and clients.• Create a profile with a photo and resume• Connect with colleagues• Share professional recommendations• Find and post jobs• Use professional forums to demonstrate expertise and find answers. o Profile Example (Brian L): http://linkd.in/qWiH1q o Forum Example (ASQ): http://linkd.in/qdMUzy o Job Posting Example (Center for Org Excel): http://linkd.in/nnHbdA
    7. 7. Social Media Tools: Social NetworksTwitterA microblogging site that enables users to send short (140characters or less) messages or ‘tweets’ to their followers. • Business purposes o quickly share information o gather market intelligence and insights o build relationships with people who care about your company o Increase SEO o Often, there is already a conversation about your business happening on Twitter
    8. 8. Social Media Tools: Social NetworksDo Dont• establish a presence on the social • create pages without a plan for networks where your colleagues using, measuring and maintaining and customers interact them• create a business page • censor comments unless profane• connect your website, newsletters or spam and print media to your social • use social networking primarily as networks a sales channel• encourage discussion and • post misleading information participate regularly• explore and experiment with advertising opportunities
    9. 9. Social Media: BlogsA business blog is a website with regular entries ofcommentary, industry articles, or organizational news.• Blogs serve several purposes o Establishes organizational expertise and credibility o Provides useful information that your customers desire o Gives customers a reason to return o Allows you to engage customers in dialogue o Can promote events and services o Increases search engine optimization which will drive traffic to your website
    10. 10. Social Media: BlogsDo Dont• Post content on a regular • Use it as a place to place press schedule (once a week releases • Let criticism and complaints go minimum) unanswered• Encourage dialogue by asking • Require users to register in order questions to comment• Respond to people who • delete critical comments unless comment on posts profane or spam• Use more than one person on staff to blog if possible
    11. 11. Social Media: Video SharingVideo-sharing websites such as YouTube, Blip.tv and Vimeoon which users can upload, share, and view videos.• Video sharing sites serve several purposes for business o Instantly become more personable o Retain customer attention longer o Show instead of tell o Develop a level of trust beyond what is possible in written content alone o Increases search engine optimization which will drive traffic to your website
    12. 12. Social Media: Video SharingDo Dont• Publish videos regularly • Use it as just a place to• Made the video interesting promote or republish• Engage with your viewers commercials• Provide a call to action • Rely solely on Youtube• Make videos easy to share • Shoot video like an amateur • Script it • Forget about your brand
    13. 13. Next Steps• Assess your current use of Social Media• Garner support o Find out who on your board or staff have expertise or proficiency in Social Media and enlist their help to develop and implement your plan• Enlist the help of a Social Media specialist o Lots of competition in Social Media means you can get talented low cost support, especially if you are non-profit• Experiment o Start developing and using the media o Learn from your mistakes and celebrate your accomplishments

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