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Social Media For Business Part 1

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Part 1 of a series on using Social Media Networking for Businesses. This introduction explores why you should use Social Media, what it is, the highlights for businesses and how to get started.

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  • Nice one! I learned few new things...
    Esp. I like 4P's of yesterday to 4C's of today in Marketing! So true.
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Social Media For Business Part 1

  1. 1. By Elizabeth Sugar Boese SucceedInEveryWay.com October 2011(c) 2011 by Elizabeth Sugar Boese. All Rights Reserved. succeedInEveryWay.com 10/11/2011 1
  2. 2. Social Net- worksMedia Blogs YOUReviews Articles Book- marks (c) 2011 by Elizabeth Sugar Boese. All Rights Reserved. succeedInEveryWay.com 10/11/2011 2
  3. 3.  Elizabeth Sugar Boese  liz@succeedInEveryWay.com  http://www.succeedInEveryWay.com  Twitter: succeedNLP YouTube: seminarsOnSuccess  Also find me on: FaceBook, LinkedIn, SlideShare, del.icio.us, reddit, MySpace  Entrepreneur: 4 businesses  Computer Science instructor: 9 years  Business Consultant: 5 years  Current websites: 8  World traveler – explored over 60 countries (c) 2011 by Elizabeth Sugar Boese. All Rights Reserved. succeedInEveryWay.com 10/11/2011 3
  4. 4.  Top 10 Social Networking Sites & Forums Sept 2011 US Market (c) 2011 by Elizabeth Sugar Boese. All Rights Reserved. succeedInEveryWay.com 10/11/2011 5
  5. 5. (c) 2011 by Elizabeth Sugar Boese. All Rights Reserved. succeedInEveryWay.com 10/11/2011 6
  6. 6.  © 2011 (c) 2011 by Elizabeth Sugar Boese. All Rights Reserved. succeedInEveryWay.com 10/11/2011 7
  7. 7. (c) 2011 by Elizabeth Sugar Boese. All Rights Reserved. succeedInEveryWay.com 10/11/2011 8
  8. 8. (c) 2011 by Elizabeth Sugar Boese. All Rights Reserved. succeedInEveryWay.com 10/11/2011 9
  9. 9. 52% of Social Networking Users Have “Friended” or Become a “Fan” of at least 1 Brand (src: Microsoft) Reasons For Having Brands As Friends… 29% Notice of events, sales, or exclusive offers 28% Recommended by a friend 23% Want to associate with them 23% Discounts, coupons, free samples 11% Want to support them (c) 2011 by Elizabeth Sugar Boese. All Rights Reserved. succeedInEveryWay.com 10/11/2011 10
  10. 10.  Twitter processed 2.64 billion tweets August 2010, an increase of 33% over May. Facebook accounts for 54% of page views of the top 100 websites on the Internet. (c) 2011 by Elizabeth Sugar Boese. All Rights Reserved. succeedInEveryWay.com 10/11/2011 11
  11. 11.  Market research  Customers likes/dislikes  Competition Business connections “yellow  Find employees pages on  Find colleagues steroids” – David Teten,  Knowledge sharing Fast Company Branding  Build relationships  More accessible to customers/clients  Get name out there  Rise in search engine rankings  Improve traffic People trust other peoples‟ recommendations “Free” (c) 2011 by Elizabeth Sugar Boese. All Rights Reserved. succeedInEveryWay.com 10/11/2011 12
  12. 12.  46% Social networks keep them on top of trends and what‟s new 40% They discover brands and products they really like through social networking “I think the biggest contributing factor to the Social Media success story will be COMPANY CULTURE. Social Media is about building a culture of collaboration, authenticity, trust, openness and innovation.” - Nitin Gupta Image courtesy of Dimitri Castrique (c) 2011 by Elizabeth Sugar Boese. All Rights Reserved. succeedInEveryWay.com 10/11/2011 13
  13. 13.  24% more radical innovators were executives participating in Social Networking (William Baker, San Diego State University study)  Out of 1,600 executives  Hire right people  Market product better (c) 2011 by Elizabeth Sugar Boese. All Rights Reserved. succeedInEveryWay.com 10/11/2011 14
  14. 14. “ Social networks make viral marketing and word-of-mouth marketing much easier than before. The best use out of social networks is not to make money „directly‟ off them, but to harness their marketing potential and to use them to market your own business.” –theEcommerceSolution.com Image courtesy of Sanja Gjenero (c) 2011 by Elizabeth Sugar Boese. All Rights Reserved. succeedInEveryWay.com 10/11/2011 15
  15. 15.  If you build it… Will they come? Photo by: Gabriella Fabbri (c) 2011 by Elizabeth Sugar Boese. All Rights Reserved. succeedInEveryWay.com 10/11/2011 16
  16. 16.  Yesterday‟s Marketing: 4 P‟s  Product  Price  Place  Promotion Today‟s Marketing: 4 C‟s  Content (education, relevant, user-generated)  Context (aggregated and filtered)  Connections (with people, products, and brands)  Community (c) 2011 by Elizabeth Sugar Boese. All Rights Reserved. succeedInEveryWay.com 10/11/2011 17
  17. 17.  Definition:  Group of people  Share interests/activities  Connected online Photo by: www.rodolfoclix.com.br (c) 2011 by Elizabeth Sugar Boese. All Rights Reserved. succeedInEveryWay.com 10/11/2011 19
  18. 18.  Viral: spreading across the Internet. Instant messaging: sending a text or pic/video to someone else currently online. Chat: open dialog of instant messages between two people currently online. Blogs: short for Web Log – personal or professional articles. Micro-blogging: short blogs (e.g. status updates, Twitter). RSS feeds: Method for receiving new blogs to your reader as soon as they are posted. Atom feed: One form of RSS feed. OpenID: shared user ID and password among various sites that utilize one authentication service. Podcast: Audio blog. SEO: Search engine optimization. Tagging: categorizing for everyone‟s ease of finding (bookmarking sites, photos, notes) (c) 2011 by Elizabeth Sugar Boese. All Rights Reserved. succeedInEveryWay.com 10/11/2011 20
  19. 19.  Social media does not replace your traditional website. People are talking about you in social media  Join the chat, help direct it “Like me – Know me – Trust me – Pay me.” – Joel Comm (c) 2011 by Elizabeth Sugar Boese. All Rights Reserved. succeedInEveryWay.com 10/11/2011 21
  20. 20.  Top 5 for business 1. FaceBook 2. Blogs 3. Twitter 4. LinkedIn 5. YouTube (or SlideShare) (c) 2011 by Elizabeth Sugar Boese. All Rights Reserved. succeedInEveryWay.com 10/11/2011 22
  21. 21.  There are TONS of social networking sites  Networking  Social: FaceBook, MySpace, Hi5, Friendster, Orkut, Bebo, Tribe  Business: LinkedIn, Ryze  Blogging  Twitter  Blogger, WordPress, Xanga  Bookmarking  Del.icio.us, Reddit  Media  Documents: SlideShare, Google Docs  Video: YouTube  Images: Flickr  Reviews  Yelp  Articles  E-zine Articles, Reddit  Others  Internet radio, podcasts (c) 2011 by Elizabeth Sugar Boese. All Rights Reserved. succeedInEveryWay.com 10/11/2011 23
  22. 22.  You‟ll notice a lot of the same benefits across the various categories  Branding  Relationship building  “Free” advertising  Become a recognized expert  Monitor your competition  Ranked in search engines  Direct the conversation (c) 2011 by Elizabeth Sugar Boese. All Rights Reserved. succeedInEveryWay.com 10/11/2011 24
  23. 23.  Non-financial benefits  Visitors to: website, brick & mortar store  Blog posts: positive, negative, objective  Word of mouth: positive, negative, objective  Links: from websites, as “friend”/”follower”  Coupons: digitally distributed, shared  Search results: top of list May lead to sales and financial ROI (c) 2011 by Elizabeth Sugar Boese. All Rights Reserved. succeedInEveryWay.com 10/11/2011 25
  24. 24.  Does it work?  Conflicting studies  Long-term gains vs. short-term gains Time-consuming Extra spam received Non face-to-face communication Handle negative comments (c) 2011 by Elizabeth Sugar Boese. All Rights Reserved. succeedInEveryWay.com 10/11/2011 26
  25. 25.  Establish a baseline % growth annually  $ sales  # transactions 6.3% growth 9.5% growth  # unique customers  # new customers  Customer service satisfaction Write plan & goals Compare to growth with social media efforts  Continual time # of friends/followers not necessarily  Event-based valid – e.g., easy to inflate with fake  Quarterly users. Be careful if you hire an agency  Annually that guarantees you X # followers! (c) 2011 by Elizabeth Sugar Boese. All Rights Reserved. succeedInEveryWay.com 10/11/2011 27
  26. 26.  Who is your audience  Where are they?  What do they like?  Reading articles  Watching videos  Quick updates  Keeping abreast of the most current products/services/courses/etc. Photo by: Peter Suneson (c) 2011 by Elizabeth Sugar Boese. All Rights Reserved. succeedInEveryWay.com 10/11/2011 29
  27. 27.  What role will you play?  Listener  Eavesdropper  Market research  Aggregator  Filterer  Writer  Answerer  Connector  Producer (c) 2011 by Elizabeth Sugar Boese. All Rights Reserved. succeedInEveryWay.com 10/11/2011 30
  28. 28. 1. Goals – what do you want to achieve?2. Audience  Who are they?  Where are they?  What type of interaction do they want from you? Does it match with what you want to offer?3. Accounts  Set up social media accounts4. Personality  Have one  Keep it real5. Update frequently (use automation tools) (c) 2011 by Elizabeth Sugar Boese. All Rights Reserved. succeedInEveryWay.com 10/11/2011 31
  29. 29.  Depends on your product or service (c) 2011 by Elizabeth Sugar Boese. All Rights Reserved. succeedInEveryWay.com 10/11/2011 32
  30. 30. (c) 2011 by Elizabeth Sugar Boese. All Rights Reserved. succeedInEveryWay.com 10/11/2011 33
  31. 31.  Have your customers provide your content  Contests  Coupons  Offer incentives – discounts for loyal customers who participate, recognition at events, links to their own sites from your business site It‟s like a cocktail party, where it‟s easier to listen in to any conversation. (c) 2011 by Elizabeth Sugar Boese. All Rights Reserved. succeedInEveryWay.com 10/11/2011 34
  32. 32. “I don’t want companies to advertise to me.I want them to be my friend.” — Rob, 27, Los Angeles (c) 2011 by Elizabeth Sugar Boese. All Rights Reserved. succeedInEveryWay.com 10/11/2011 35
  33. 33.  General guidelines for all social media  Follow net etiquette  All upper case letters = yelling  Do not slander/flame others  Go for solutions, not attacks  Keep it real  Be you. Personality is important. Have one.  Don‟t cheat the system – anything you do will be found out.  Be a good role model. Remember, people talk. Guide their conversations.  What you say will live on forever (Way Back Machine at archive.org)  Track your ROI. Google Analytics, track sales/customers. (c) 2010 by Elizabeth Sugar Boese. All Rights Reserved. succeedInEveryWay.com 10/11/2011 36
  34. 34.  Post frequently but not too much. Find what‟s right for your field. People can “hide” your posts or un- follow you. Track your ROI. Google Analytics, finances, customers (c) 2010 by Elizabeth Sugar Boese. All Rights Reserved. succeedInEveryWay.com 10/11/2011 37
  35. 35. TwitterFeed feeds blogs to Twitter automatically. FaceBook has options to automatically update from blogs/Twitter.(c) 2010 by Elizabeth Sugar Boese. All Rights Reserved. succeedInEveryWay.com 10/11/2011 38
  36. 36.  Time-block social networking time.  Use tools to schedule posts in advance Determine your strategy/goals. Play with a bunch, select a few.  You can‟t be on every site – there‟s too many. Use clients/customers content (and reward them). Turn off email notifications  Avoid excessive emails about views, subscribers (c) 2011 by Elizabeth Sugar Boese. All Rights Reserved. succeedInEveryWay.com 10/11/2011 39
  37. 37. (c) 2011 by Elizabeth Sugar Boese. All Rights Reserved. succeedInEveryWay.com 10/11/2011 40
  38. 38.  Mashable.com : Social Media guide with how-to section Look for Part 2 in this series on Social Networking for businesses Articles  “The Business of Social Networks” http://www.youtube.com/watch?v=ef98Q623pn8  “List of 50 Social sites for businesses” http://www.insidecrm.com/features/50-social-sites-012808/  “Social Media in Plain English” http://www.youtube.com/watch?v=MpIOClX1jPE  “How Twitter will change the way we live” Time magazine. June 2009. http://www.time.com/time/business/article/0,8599,1902604,00.html  “20 Social Networking Sites for Business Professionals” http://www.sitepoint.com/blogs/2009/07/28/social-networking-sites- for-business/ (c) 2011 by Elizabeth Sugar Boese. All Rights Reserved. succeedInEveryWay.com 10/11/2011 41
  39. 39.  Contact: Liz Boese  liz@succeedInEveryWay.com  http://www.succeedInEveryWay.com  Twitter: succeedNLP YouTube: seminarsOnSuccess  Also find me on: FaceBook, LinkedIn, SlideShare, del.icio.us, reddit, MySpace Available  Seminars  Workshops  One-on-one instruction  Initial setup on social media sites  Ongoing content on social media sites (c) 2011 by Elizabeth Sugar Boese. All Rights Reserved. succeedInEveryWay.com 10/11/2011 43

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