SOCIAL MEDIA 4 SMALL BUSINESS        Finding your Core Story
WHO AM I?• Connector. Communicator. Curious               as hell.•   As editor of the liveBooks RESOLVE Blog, and before ...
WHAT I’M NOT•A   social media evangelist• Constantly   plugged in• An “expert”
WHAT I AM• Paid   to be online• Curious   about communication (and people)• Doing   something I really love
WHO ARE YOU?• What   is your business?• Who    are your clients?• What   are your goals?• How   much online experience do ...
UNDERSTANDING THE ONLINE LANDSCAPE
WHAT IS THE INTERNET?•A   place•A   tool•A   state of mind• THE   REAL WORLD
WHY DO YOU NEED TO BE THERE?• Your     customers are there.• It   looks bad for you not to be there.• It’s   a way to conn...
A MAP TOONLINE NEIGHBORHOODS
WEBSITE: YOUR SHOP• Customers   find it by recommendation or stumble upon it• Want   it to be clean, well organized, easy t...
BLOG: YOUR HOME• Make   them feel like you’re chatting in your living room• Pictures, books, daily   planner, diary: Who y...
FACEBOOK: SCHOOL UPDATES• Check    in on people you know to varying degrees• Updates   and recommendations from colleagues...
TWITTER: COFFEE SHOP• Snippets   of different kinds of information• Quick   catch-up, TV news, longer articles, humor, art...
VIDEO: TV• One-way      communication, but with some feedback• Like    a commercial, but more personal• People    connect ...
RATINGS SITES: WATER COOLER• Hey   have you seen that new __________?• More   about cumulative reviews than any individual...
SEARCH: YELLOW PAGES• They   don’t know who you are, know what they need• How    would you search for what you do? (Keywor...
NEWSLETTER: PHONE CALL• Fewest     distractions• Catch     up on what you’re doing, new developments• Chance     to hear f...
WHICH NETWORKSWORK BEST FOR YOU?
WHO IS YOUR CUSTOMER?• Demographics: Age, income, employment, education• Are   all of them online? A specific segment?• Whe...
CREATE A CUSTOMER PROFILE• Who    are they?• What   do they do online?• How   will they find you? (Search, press, recommend...
ONLINE DO’S AND DON’TS
MY ADVICE• USE THE   INTERNET
PAY ATTENTION TO...• How   you find things• Why   you leave sites• When   you find yourself drawn in• Why   you decide to tr...
HOW MUCH ARE YOULIKE YOUR CUSTOMERS?
FIVE COMMON MISTAKES     Blogging, Facebook, Twitter
BLOGGING• Not   linking, ugly links• Not   providing clear path back to main site• Not   looking at analytics• Bad   comme...
FACEBOOK• Not   explaining why you’re friending someone• Not   tagging people• Tagging   people too much• Not   sharing en...
TWITTER• Not   shortening URLs• Posting   lots of updates all at once• Not   creating lists/streams• Too   many @conversat...
FINDING YOUR CORE STORY
WHY A STORY?• Easy    to remember and share• Human’s     crave stories (so does the press)• Somewhere       between your b...
EXAMPLE: MY STORY• As editor of the liveBooks RESOLVE Blog, and before that as senior editor at American Photo Magazine, I...
MY BIO•   As the Social Media Editor for liveBooks until April 2010, Miki    Johnson ran the RESOLVE Photo Blog and manage...
MY JOB DESCRIPTIONI’m a Personal Publishing Strategist. Ok, so “Personal Publishing Strategist” is a term I invented, but ...
MY GOOGLE PROFILEAlthough most of my special powers involve talking to people andturning that into stories of one kind or ...
YOUR CORE STORY          IN THREE SENTENCES• Who    you are• Why   you started your business• What   you love about it (an...
MIKI JOHNSON• MikiJohnson.com• miki@mikijohnson.com• Google   me :)
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Social Media for Small Business

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Social Media for Small Business

  1. 1. SOCIAL MEDIA 4 SMALL BUSINESS Finding your Core Story
  2. 2. WHO AM I?• Connector. Communicator. Curious as hell.• As editor of the liveBooks RESOLVE Blog, and before that as senior editor at American Photo Magazine, I both observed and experienced the recent reordering of worldwide media. While this has scared and confused some people, it excites me — my goal now is to instill that excitement in people who might otherwise be confused and scared.
  3. 3. WHAT I’M NOT•A social media evangelist• Constantly plugged in• An “expert”
  4. 4. WHAT I AM• Paid to be online• Curious about communication (and people)• Doing something I really love
  5. 5. WHO ARE YOU?• What is your business?• Who are your clients?• What are your goals?• How much online experience do you have?• Why are you interested in social media?• What worries you about social media?
  6. 6. UNDERSTANDING THE ONLINE LANDSCAPE
  7. 7. WHAT IS THE INTERNET?•A place•A tool•A state of mind• THE REAL WORLD
  8. 8. WHY DO YOU NEED TO BE THERE?• Your customers are there.• It looks bad for you not to be there.• It’s a way to connect with new customers.• It’s a way to get more from existing customers.• It helps people find and trust you.• It’s a way to start a conversation.
  9. 9. A MAP TOONLINE NEIGHBORHOODS
  10. 10. WEBSITE: YOUR SHOP• Customers find it by recommendation or stumble upon it• Want it to be clean, well organized, easy to move around• Want it to answer any questions quickly and kindly• Want customers to be able to make purchases
  11. 11. BLOG: YOUR HOME• Make them feel like you’re chatting in your living room• Pictures, books, daily planner, diary: Who you are• Can always find you there, but always evolving• Traffic generator vs. extended bio + SEO
  12. 12. FACEBOOK: SCHOOL UPDATES• Check in on people you know to varying degrees• Updates and recommendations from colleagues/friends• Reconnect with people• Let colleagues follow you on their own terms
  13. 13. TWITTER: COFFEE SHOP• Snippets of different kinds of information• Quick catch-up, TV news, longer articles, humor, art• Great for listening as well as getting work done• Where you meet someone before you know them well
  14. 14. VIDEO: TV• One-way communication, but with some feedback• Like a commercial, but more personal• People connect with faces, voices, gestures• Viral potential
  15. 15. RATINGS SITES: WATER COOLER• Hey have you seen that new __________?• More about cumulative reviews than any individual one• People trust other’s opinions more than business’s• Help people find you
  16. 16. SEARCH: YELLOW PAGES• They don’t know who you are, know what they need• How would you search for what you do? (Keywords)• Why would they choose you from a list of results?• What is the information you want them to see first?
  17. 17. NEWSLETTER: PHONE CALL• Fewest distractions• Catch up on what you’re doing, new developments• Chance to hear from them and remind them you’re there• Chance to ask them to recommend new people to you• Chance to offer deals, increase customer loyalty• Totally trackable
  18. 18. WHICH NETWORKSWORK BEST FOR YOU?
  19. 19. WHO IS YOUR CUSTOMER?• Demographics: Age, income, employment, education• Are all of them online? A specific segment?• Where are they most likely to be online?
  20. 20. CREATE A CUSTOMER PROFILE• Who are they?• What do they do online?• How will they find you? (Search, press, recommendations, org.)• Which 3 networks have most potential?
  21. 21. ONLINE DO’S AND DON’TS
  22. 22. MY ADVICE• USE THE INTERNET
  23. 23. PAY ATTENTION TO...• How you find things• Why you leave sites• When you find yourself drawn in• Why you decide to trust certain people online• How you contact someone online• What kind of personality you identify with
  24. 24. HOW MUCH ARE YOULIKE YOUR CUSTOMERS?
  25. 25. FIVE COMMON MISTAKES Blogging, Facebook, Twitter
  26. 26. BLOGGING• Not linking, ugly links• Not providing clear path back to main site• Not looking at analytics• Bad comment system, not responding to comments• Too much self-promotion, not enough self
  27. 27. FACEBOOK• Not explaining why you’re friending someone• Not tagging people• Tagging people too much• Not sharing enough info with non-friends• Too much self-promotion
  28. 28. TWITTER• Not shortening URLs• Posting lots of updates all at once• Not creating lists/streams• Too many @conversations• Too much self-promotion
  29. 29. FINDING YOUR CORE STORY
  30. 30. WHY A STORY?• Easy to remember and share• Human’s crave stories (so does the press)• Somewhere between your brand and personal voice• It will make it easier for you to talk about yourself
  31. 31. EXAMPLE: MY STORY• As editor of the liveBooks RESOLVE Blog, and before that as senior editor at American Photo Magazine, I both observed and experienced the recent reordering of worldwide media. While this has scared and confused some people, it excites me — my goal now is to instill that excitement in people who might otherwise be confused and scared.
  32. 32. MY BIO• As the Social Media Editor for liveBooks until April 2010, Miki Johnson ran the RESOLVE Photo Blog and managed social media for the photography website company. Previously, Miki was Senior Editor at American Photo Magazine in New York City, where she also launched and edited the first year of Pop Photo College Edition. She currently works as a social media and online branding consultant, a photography writer, and a creative facilitator, all under the heading of "personal publishing strategist." Details here: http:// mikijohnson.com/hire-me/
  33. 33. MY JOB DESCRIPTIONI’m a Personal Publishing Strategist. Ok, so “Personal Publishing Strategist” is a term I invented, but hearme out. You might not realize it, but you are a publisher. From your emails to your Tweet Stream tothe  photos you share on Facebook, you are distributing a huge amount of content every day.Like any publication worth subscribing to, it’s important that what you put out be valuable, genuine,and coherent. That’s when people really pay attention to you — that’s when people you’ve alwayswanted to work with but have never met email you out of the blue. (Seriously, it happens.)If you were starting your own magazine, you’d need to research the market, define your editorialmission, formulate a business plan, publicize, advertise … but you, you’re a “personal publisher,” youjust want to continue to do the work you love. You just need a little bit of guidance, let’s call it“strategy.” That’s where I come in.
  34. 34. MY GOOGLE PROFILEAlthough most of my special powers involve talking to people andturning that into stories of one kind or another, I went intojournalism because it allowed me to become a mini expert in ahuge range of topics. I think learning things is fun, and Im alwaysdown to help convince more people of that...especially if theyrelearning about awesome photography projects and how importantwritten and visual journalism is to our basic understanding of theworld.
  35. 35. YOUR CORE STORY IN THREE SENTENCES• Who you are• Why you started your business• What you love about it (and promise you’re making)
  36. 36. MIKI JOHNSON• MikiJohnson.com• miki@mikijohnson.com• Google me :)

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