Social Media Primer


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An introduction to Facebook, Twitter, and LinkedIn.

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  • Differentiate between the three tools we’re covering today.
  • In notes: or viral marketing on steroids.
  • In notes: we will cover all of this when we do our demoes
  • Notes: current 450 Zappo employees are tweeting and interacting with customers.
  • -          Notes: people decided it was a dumb campaign. Facebook page was up less than a week. Notes: show their Twitter page
  • Notes: there are tools that will do this for you. -          Upload photos to put a face to your business o        Note: some people use avatars on Tweeter
  • Notes: I follow a woman who wears a different hat for each holiday Mari Smith is brilliant. Quirky but a savvy social media marketer.
  • Notes: no one is that interesting to warrant a steady dialogue
  • Social Media Primer

    1. 1. Social Media & Social Networking <ul><li>Twitter </li></ul><ul><li>Facebook </li></ul><ul><li>LinkedIn </li></ul><ul><li>How do they work? </li></ul><ul><li>Why do you need them? </li></ul>
    2. 2. What is Social Media? <ul><li>Tools for sharing information and communicating online </li></ul><ul><ul><ul><li>multimedia </li></ul></ul></ul><ul><ul><ul><li>text </li></ul></ul></ul><ul><ul><ul><li>audio </li></ul></ul></ul><ul><ul><ul><li>video </li></ul></ul></ul><ul><ul><ul><li>photos </li></ul></ul></ul><ul><ul><ul><li>live feeds </li></ul></ul></ul>
    3. 3. Top Social Media Tools <ul><li>Digg (social news/voting) </li></ul><ul><li>Yelp! (opinion site) </li></ul><ul><li>Wikipeidia (directory) </li></ul><ul><li>Technorati </li></ul><ul><li>(news aggregator) </li></ul>YouTube (video sharing) Flickr (photo sharing) Blogs (communicating) Twitter (micro-blogging) (social bookmarking)
    4. 4. What is Social Networking? <ul><li>Building relationships, making connections, and creating communities online…via computer, cell phone, PDA </li></ul><ul><ul><li>Social Networking Sites: My Space, Ning </li></ul></ul><ul><ul><li>Create your own social networks . </li></ul></ul><ul><ul><li>Business Networking Sites: LinkedIn </li></ul></ul><ul><ul><li>Business/Social Networking Sites: Facebook </li></ul></ul>
    5. 5. Where do I start? <ul><li>With a plan </li></ul><ul><li>What’s your goal? What do you want to accomplish? </li></ul><ul><ul><li>Build visibility </li></ul></ul><ul><ul><li>Meet potential clients, colleagues </li></ul></ul><ul><ul><li>Develop business alliances </li></ul></ul><ul><ul><li>Then decide which tools you’ll use and how much time to spend. </li></ul></ul>
    6. 6. Think SECCI <ul><li>Share </li></ul><ul><li>Engage </li></ul><ul><li>Connect </li></ul><ul><li>Communicate </li></ul><ul><li>Interact </li></ul>
    7. 7. LinkedIn Business networking geared to professionals Based on six degrees of separation <ul><li>Uses : </li></ul><ul><li>Referrals, getting new clients, </li></ul><ul><li>developing business alliances, </li></ul><ul><li>finding a job, sourcing vendors. </li></ul><ul><li>Perks : </li></ul><ul><li>Find/develop new business communities, </li></ul><ul><li>post and find events, share articles and industry news </li></ul><ul><li>increase visibility. </li></ul>
    8. 8. Facebook Social and business networking <ul><li>• Began in 2004 as a social network for 20-somethings </li></ul><ul><li>• Today, new users are increasingly over 35 </li></ul><ul><li>• Now over 180 million active users, 65 million in U.S. </li></ul><ul><li>• 2nd most popular online destination after Google </li></ul>
    9. 9. Facebook for Business <ul><li>Uses: </li></ul><ul><li>Stay in touch with clients and friends </li></ul><ul><li>Create a customer-based community </li></ul><ul><li>Share company news via text, photos, videos </li></ul><ul><li>Announce & publicize events </li></ul><ul><li>Roll out new products </li></ul><ul><li>Goal: </li></ul><ul><li>To engage potential clients in a conversation </li></ul><ul><li>To build your brand by building a community </li></ul><ul><li>Process should be : soft sell. </li></ul><ul><li>Think interaction . </li></ul>
    10. 10. Twitter <ul><li>Social media tool called “ micro-blogging ”. </li></ul><ul><li>Messages limited to 140 characters </li></ul><ul><li>Purpose: </li></ul><ul><ul><li>Immediate, real time , “conversing” with other people (peeps) </li></ul></ul><ul><ul><li>To share a thought or opinion, a link, an article, or promote something </li></ul></ul><ul><li>It is NOT about what you’re having for lunch! </li></ul>
    11. 11. More On Twitter <ul><li>The process is referred to as following . </li></ul><ul><li>You choose those people you wish to follow. </li></ul><ul><li>They do the same. </li></ul><ul><li>Public or private? </li></ul><ul><li>You can respond to someone publicly -- </li></ul><ul><li>so anyone can see. </li></ul><ul><li>You can respond directly, or privately. </li></ul>
    12. 12. Twitter <ul><li>Uses </li></ul><ul><li>Engage with people with a common interest </li></ul><ul><li>Gain knowledge from experts in various fields </li></ul><ul><li>Achieve visibility </li></ul><ul><li>Expand your network </li></ul>
    13. 13. Using Twitter Effectively <ul><li>Tweets may be business or social-related or both. </li></ul><ul><li>Blatant selling will not work….you’ll lose followers. </li></ul><ul><li>The “best” tweeters have distinct styles . </li></ul><ul><li>Let your personality show . Be interesting. </li></ul><ul><li>80% business; 20% personal (you decide) </li></ul>
    14. 14. Now What? <ul><li>Maximizing Social Media </li></ul><ul><li>How these tools work together. </li></ul><ul><li>A tweet on Twitter includes a link to an article on a website you’ve never seen. </li></ul><ul><li>Article includes a link to a slideshow created and stored on LinkedIn or Facebook </li></ul><ul><li>From LinkedIn, you can share the slideshow via SlideShare on Twitter, via email, etc. </li></ul><ul><li>The possibilities are endless. And it happens in real time. </li></ul>
    15. 15. The Value <ul><li>Cost-effective: free marketing tools </li></ul><ul><li>Flexible : can do anywhere there’s internet access </li></ul><ul><li>Build your business community </li></ul><ul><li>Improve morale </li></ul><ul><li>Increase sales </li></ul><ul><li>Engage in “no cost” market research </li></ul>
    16. 16. The Value ( Part 2 ) <ul><li>Build your brand </li></ul><ul><li>Gain trust </li></ul><ul><li>Extend your reach : followers who like you tell others </li></ul><ul><li>Social media and networking are the ultimate WOM or viral marketing tools </li></ul>
    17. 17. Who’s using these tools well? <ul><li>Companies big and small. </li></ul><ul><li>Zappo’s -- CEO tweets, all new hires must use Twitter. </li></ul><ul><li>Dell --Very proactive. Uses for direct sales, targeted marketing. Numerous Facebook pages, including Dell Outlet for coupon distribution only. </li></ul><ul><li>Best Buy -- CEO holds worldwide meetings while he’s speaking. Viewers can interact and respond. </li></ul><ul><li>Popeye’s </li></ul><ul><li>President Obama </li></ul>
    18. 18. Other Ways to Use S ocial Media/Networking <ul><li>Thank you @pistachio (Laura Fitton) for most of the following: </li></ul><ul><li>Project sharing </li></ul><ul><li>Problem solving </li></ul><ul><li>Sales teams </li></ul><ul><li>Event planning </li></ul><ul><li>Mentoring </li></ul><ul><li>Purely social (morale) </li></ul>
    19. 19. Not everyone is doing a great job <ul><li>Motrin and the “Mommy Bloggers” </li></ul><ul><li>Skittle’s </li></ul><ul><li>Why campaigns fail: </li></ul><ul><li>-   lack of authenticity </li></ul><ul><li>-   hard sell </li></ul><ul><li>-   insincerity </li></ul><ul><li>-   not responding quickly to defuse a problem </li></ul>
    20. 20. Success Stories <ul><li>Comcast Cares </li></ul><ul><li>Turned around a reputation for lousy service and </li></ul><ul><li>poor customer response . </li></ul><ul><li>Had a plan . </li></ul><ul><li>Apologized for snafus. </li></ul><ul><li>Customers can now interact directly with Comcast. </li></ul><ul><li>CEO, Frank Eliason, tweets. Puts a face to the company name. </li></ul>
    21. 21. The Lesson? <ul><li>Don’t just jump in. LISTEN for a while first. </li></ul><ul><li>Experiment… carefully. </li></ul><ul><li>Honesty is imperative. You want to build trust . </li></ul><ul><li>  Let people see the human side of your company ….this is about people sharing. </li></ul><ul><li>  Assume nothing. </li></ul><ul><li>  Monitor everything. </li></ul><ul><li>      </li></ul><ul><li>Engage … Engage … Engage </li></ul>
    22. 22. Twitter Revisited <ul><li>What I’ve learned so you don’t have to: </li></ul><ul><li>Think of this as traditional face-to-face networking….only backwards. </li></ul><ul><li>People who tweet are genuinely nice. </li></ul><ul><li>Take your time. Find your personality. </li></ul><ul><li>See what attracts you. Whose posts do you enjoy? </li></ul><ul><li>When you’re ready, then get involved. </li></ul>
    23. 23. Twitter Revisited (Part 2) <ul><li>Try and tweet every day. </li></ul><ul><li>4x day is a good average if you can do it… and if you have something worth saying. </li></ul><ul><li>Don’t spam tweet! </li></ul><ul><li>Twitter can be addictive. Decide how much time you’ll spend each day (back to the plan). </li></ul><ul><li>Social media/networking is extremely efficient. </li></ul><ul><li>You’ll spend much less time on email. </li></ul>
    24. 24. Twitter Protocol <ul><li>Some of the gurus believe you have to follow everyone who follows you. </li></ul><ul><li>It’s called “ twitter etiquette ”. </li></ul><ul><li>Guy Kawasaki (online publisher) </li></ul><ul><ul><ul><li>Followers: 85,831 </li></ul></ul></ul><ul><ul><ul><li>Following: 93,108 </li></ul></ul></ul><ul><ul><ul><li>Updates: 19,996 </li></ul></ul></ul><ul><li>Others disagree. </li></ul><ul><li>Peter Shankman (HARO) </li></ul><ul><ul><ul><li>Followers: 31,293 </li></ul></ul></ul><ul><ul><ul><li>Following: 701 </li></ul></ul></ul><ul><ul><ul><li>Updates: 3,254 </li></ul></ul></ul>
    25. 25. Twitter Persona <ul><li>Some people use their real names. </li></ul><ul><li>Some use taglines. </li></ul><ul><li>Guy Kawasaki: @guy Kawasaki </li></ul><ul><li>Peter Shankman: @skydiver </li></ul><ul><li>Tribune Media: @ColonelTribune </li></ul><ul><li>I use: @messagemasseuse </li></ul><ul><li>You decide how you want to be known . </li></ul>
    26. 26. Other Social Media Tools <ul><li>De. licio .us : social bookmarking </li></ul><ul><li>Digg : social news/voting </li></ul><ul><li>Yelp !: share an opinion </li></ul><ul><li>Flickr : photo sharing </li></ul><ul><li>You Tube : video sharing </li></ul><ul><li> Wikipedia : free directory of collaborative contributions </li></ul><ul><li>Technorati : news aggregator of user-generated content </li></ul>
    27. 27. messagemasseuse rickeygold rickeygold / Copyright © 2009