Marin Mompreneurs Presentation: April 2010


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Presentation on Social Networking for entrepreneurs.

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  • Specifically, the study by Chadwick Martin Bailey and iModerate Research Technologies found that consumers are 67% more likely to buy from the brands they follow on Twitter, and 51% more likely to buy from a brand they follow on Facebook . Moreover, they’re 79% more likely to recommend their Twitter follows to a friend, and 60% more likely to do the same on Facebook:
  • Twitter and Facebook serve as that unique intersection between your social and professional lives. They can be valuable business tools or simply a way to stay in touch with family and friends. LinkedIn, however, is all business. In its simplest form, LinkedIn is an interactive resume and Rolodex. In practice, however, it is the online version of the business cocktail party, without the constraints of time or space. You can make introductions, provide a recommendation for those you have worked with in the past, and even ask for help from your network on a pressing question you may have. If you are a professional, own a business, or work in an field you would consider a “career” you should be on LinkedIn.
  • ive tips for local businesses looking to use Twitter TRACK EVERY SALE . Sure, Twitter's relatively cheap, but you still want to know you're getting something for the human effort. Naked Pizza's point-of-sale system codes the origin of every order -- was it from a specific coupon or a box topper? -- which allowed it to calculate that a recent "Tweetie Pie" Twitter promotion, accounted for 15% of his shop's revenue on the day it ran. TWITTER IS NOT FACEBOOK. Twitter is more immediate -- if a person doesn't check their Twitter feed for an hour she could easily miss the message. Berry Chill CEO Michael Farah uses Twitter for real-time communication ("Spotted: Justin Timberlake at Berry Chill!") and Facebook for longer-lead calls to action, like enlisting focus-group volunteers. CREATE A CONVERSATION . Don't blast promotions incessantly. Intersperse them with other nuggets of wisdom or news related to your products and industry or neighborhood. Or, if you have a broader social mission, use Twitter to communicate that. Naked Pizza co-founder Jeff Leach suggests that if these kinds of social technologies become game changers, there may be a day when companies' initial business plans take into consideration whether they have anything worth microblogging. SELL LAST-MINUTE INVENTORY. Twitter's immediacy is its biggest strength -- so use it to pump up business during lulls or discount last-minute unsold goods, said Zack Steven, co-founder o f LocalTwee ps, a local Twitter directory, who caught same-day discounted tickets at the Guthrie Theater in Minneapolis via Twitter. ALERT FOLLOWERS WHEN YOU'RE ON THE GO. Venture capitalist Fred Wilson likes to point to Kogi BBQ, a Korean taco truck that drives around Los Angeles, alerting its almost 20,000 followers to its current and future locations via a Twitter fe
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  • Groups are key here. Search for relevant groups based on keywords, join the ones that fit your target profile and add value to the network and the conversation. Do not use LinkedIN to sell. Use it to learn, contribute and build relationships. Ask questions and start discussions to find out what prospects really care about and to become more visible. Answer questions that relate to your expertise. Credibility ... not salesmanship ... builds connections. Remember: quality -- not just quantity.
  • hese days participating in social media such as Twitter, Facebook, blogging and more is almost required for any entrepreneur or business, small or large.But there ユ s so much info and chatter coming in through social media that it can overwhelm you, eat up your time, and ruin your productivity.Simplifying will help you stay in touch, and continue to participate in the conversation, without losing sight of your mission and the important work you need to get done. Step 1. Use simple tools to make the most of social media The simpler the tools, the better. But tools that combine two or more social media into one are best, because that means you need fewer tools. An example is TweetDeck - not only does it incorporate Twitter, but you can see your Facebook friends ユ updates at the same time.Another good example is Digsby, which combines email, IM, and social networks such as Twitter , Facebook , MySpace , and LinkedIn .My setup uses Gmail, as it ユ s the communication tool that I use most often. I ユ ve set it up to be my all-in-one inbox: I can Twitter, Facebook, delicious, Flickr, IM and more. You can make Gmail your ultimate productivity center . Step 2. Focus on sending out high impact messages Here ユ s something that many people who use social media don ユ t understand: if you send out too many messages, people might stop following you or might even block you, because you ユ re flooding their inbox.The secret is to try to make every message you send, or at least a high percentage of them, high-impact messages. Examples: share really useful links, news related to your field, things that are really funny or inspirational, or inside information about your business or blog. The key is to make sure almost every message is something that people will want to share with their friends.Limit yourself to high-impact messages to reduce the time you spend communicating. Step 3. Let go of the need to read everything. Learn to scan It ユ s impossible to consume ALL the information that comes at you. It ユ s like trying to drink from a fire-hose ム not only is it a waste of your time, it can be damaging, because you have other important things to do.So be selective. Find sources of information that are valuable. And scan to get the gist of what ユ s going on, instead of trying to read every message. Let go of the need to stay on top of everything. Let it go! And instead, just take a dip in the river now and then. Step 4. Figure out which social media give you the most value, and simplify I recommend trying the main forms of social media, but only for a little while. It doesn ユ t hurt to try them out, but you simply can ユ t keep up with it all, and what ユ s more, it ユ s not the best use of your time. Not all forms of social media are effective for all goals, for all people.Instead, find just one or two or three that are most effective for you. For me, blogging and Twitter are the best. I try to stay in touch with Facebook, but MySpace and the rest are not worthwhile, for me.Your choices will be different. But in the end, be selective and guard your time wisely. Step 5. Form close relationships with people who give you the most value, not everyone I ユ m not suggesting you only follow a handful of people on Twitter or Facebook. But while you can have a large number of friends, you won ユ t have the same degree of closeness with all of them. So find the people who give you the most value ム who share great info, who make you laugh, who inspire you, who give you great suggestions for improving, who help you on a regular basis, who you enjoy talking to. Then focus on building relationships with them. They ユ re worth spending time with. Step 6. Manage your time wisely It can be easy to do social media too much. Find ways to integrate social media activities in your life without them overwhelming the other work you have to do, and your personal life.You can set regular schedules, such as doing it 2-3 times a day at certain times, or 10 minutes every hour, or at certain times when there ユ s a lull in your schedule. But be sure to have boundaries ム the rest of your life should be held sacred too.
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  • Marin Mompreneurs Presentation: April 2010

    1. 1. April 21, 2010 [email_address] @greenrobeen SOCIAL MEDIA for Mompreneurs Robin Frank
    2. 2. The Reason We’re Here Tonight… April 21, 2010 [email_address] @greenrobeen
    3. 3. Agenda <ul><li>Social Media Overview </li></ul><ul><li>Strategy </li></ul><ul><li>Platforms </li></ul><ul><ul><li>Twitter </li></ul></ul><ul><ul><li>Facebook </li></ul></ul><ul><ul><li>Linkedin </li></ul></ul><ul><ul><li>Streamlining your presence </li></ul></ul><ul><li>Great Social Media: Examples (if we have time  ) </li></ul>
    4. 12. Every Word Online is an Opportunity for Branding and Promotion <ul><li>Twitter/Facebook - the cocktail conversation/dinner party </li></ul><ul><ul><li>Facebook : maintaining relationships with friends and family </li></ul></ul><ul><ul><li>Twitter: creating new relationships - then move to LI/ FB </li></ul></ul><ul><ul><li>Tips </li></ul></ul><ul><ul><ul><li>Intersection between social and professional lives </li></ul></ul></ul><ul><ul><ul><li>Valuable business tools AND stay in touch </li></ul></ul></ul><ul><ul><ul><li>Keep it professional but a bit more playful </li></ul></ul></ul><ul><li>Linkedin - the business meeting </li></ul><ul><ul><li>Interactive resume and rolodex </li></ul></ul><ul><ul><li>Keep it professional </li></ul></ul>
    5. 15. 5,000,000,000 The number of web links, news stories, blog posts, notes, photos, etc. shared each week on Facebook
    6. 16. 50,000,000 The number of Tweets per day on
    7. 22. Social Media Influences People <ul><li>91 % say consumer reviews are the #1 aid to buying decisions - JC Williams Group </li></ul><ul><li>87 % trust a friend’s recommendation over critic’s review - Marketing Sherpa </li></ul><ul><li>3 times more likely to trust peer opinions over advertising for purchasing decisions - Jupiter Research </li></ul><ul><li>1 word-of-mouth conversation has impact of 200 TV ads - BuzzAgent </li></ul><ul><li>* Slide courtesy of Digital Influence Group </li></ul>
    8. 23. Who is talking about your company? <ul><ul><li>your customers </li></ul></ul><ul><ul><li>your donors </li></ul></ul><ul><ul><li>your volunteers </li></ul></ul><ul><ul><li>your employees </li></ul></ul><ul><ul><li>your investors </li></ul></ul><ul><ul><li>your critics </li></ul></ul><ul><ul><li>your fans </li></ul></ul><ul><ul><li>your competition .... </li></ul></ul><ul><ul><li>anyone who has internet access and an opinion . </li></ul></ul>
    9. 24. Small Markets are the New Mass Market <ul><li>“It is about putting the ‘ public ’ back in Public Relations and realizing that focusing on important markets and influencers will have a far greater impact than trying to reach the masses with any one message or tool.” </li></ul><ul><li>Brian Solis, The Social Media Manifesto </li></ul>
    10. 25. 1. LISTEN
    11. 26. Step 1: Listen <ul><li>Find where your audience is participating and indentify the influencers </li></ul><ul><li>Read industry blogs (including comments) </li></ul><ul><li>Google your company name & your competition </li></ul><ul><li>Find tools that can help you listen </li></ul>
    12. 27. Step 1: Listen
    13. 28. 2. LEARN
    14. 29. Step 2: Learn What do your customers need? <ul><li>What customer types exist? </li></ul><ul><li>What are they looking for? </li></ul><ul><li>Where do they go? </li></ul><ul><li>How do they like to interact? </li></ul><ul><li>How much time do they have? </li></ul><ul><li>How willing are they to share openly? </li></ul><ul><li>Do they want exposure? </li></ul><ul><li>Do they want to shape the industry or influence the next generation? </li></ul>
    15. 30. 3. LAUNCH
    16. 31. Step 3: Create Your Social Media Launch Plan <ul><li>Business Goals </li></ul><ul><li>Engagement Plan </li></ul><ul><li>Measure Success </li></ul>
    17. 32. Business Goals <ul><li>Boil it down to one sentence that gets to the core </li></ul><ul><li>Increase Brand Awareness , Personalize Your Brand </li></ul><ul><li>Collaborate with Customers , Gain Insight , Co-create Products </li></ul><ul><li>Decrease Cost of Customer Service </li></ul><ul><li>Optimize Site, Better Search Results, More Traffic </li></ul><ul><li>Establish Yourself as a Thought Leader, Educate Customers </li></ul><ul><li>Increase Sales </li></ul>
    18. 33. Engagement Plan <ul><li>What will you publish? </li></ul><ul><li>Where will you publish? </li></ul><ul><li>How often will you publish? </li></ul><ul><li>Balance (content, events, 1:1, outreach) </li></ul><ul><li>Integrate with traditional channels </li></ul><ul><li>Tips </li></ul>
    19. 34. Share your content <ul><li>Don’t be afraid to share. Corporations, like people, need to share information to get the value out of social media </li></ul><ul><li>Make your content easy to share </li></ul><ul><li>Incorporate tools that promote sharing: </li></ul><ul><ul><li>Share This, RSS feeds, Email a friend </li></ul></ul>
    20. 35. Contribute in a meaningful way <ul><li>Think like a contributor , not a marketer </li></ul><ul><li>Consider what is relevant to the community before contributing </li></ul><ul><li>Don’t promote your product on every post </li></ul><ul><li>Win friends by promoting other people’s content if it interests you </li></ul>
    21. 36. Be personal and act like a person <ul><li>Don't shout . Don't broadcast . Don’t brag . </li></ul><ul><li>Speak like yourself – not a corporate marketing shill or press secretary </li></ul><ul><li>Personify your brand – give people something they can relate to. </li></ul><ul><li>Don’t be a social media schizo – have a consistent presence online </li></ul>
    22. 37. Measure Your Success
    23. 38. Success Metrics <ul><li># fans, # followers, # friends </li></ul><ul><li># of comments </li></ul><ul><li># of retweets </li></ul><ul><li># mentions </li></ul><ul><li># links clicked </li></ul><ul><li>Sales </li></ul><ul><li>Response time </li></ul><ul><li>Issues resolved </li></ul><ul><li>Traffic increase to site </li></ul><ul><li>Subscriptions </li></ul>Build an ROI set based on your dimensions of value. Include a mix of qualitative and quantitative.
    24. 39. Leveraging Social Media <ul><ul><li>Learn what people are saying about you </li></ul></ul><ul><ul><li>Create buzz for events & campaigns </li></ul></ul><ul><ul><li>Increase brand exposure </li></ul></ul><ul><ul><li>Identify and recruit influencers to spread your message </li></ul></ul><ul><ul><li>Find new opportunities and customers </li></ul></ul><ul><ul><li>Support your products and services </li></ul></ul><ul><ul><li>Improve your search engine visibility </li></ul></ul><ul><ul><li>Gain competitive intelligence </li></ul></ul><ul><ul><li>Get your message out fast </li></ul></ul><ul><ul><li>Retain clients by establishing a personal relationship </li></ul></ul><ul><ul><li>Be an industry leader – not a follower </li></ul></ul>
    25. 40. What is Twitter <ul><li>Twitter is like public instant messaging with a timeline. </li></ul><ul><li>Twitter lets you write and read messages of up to 140 characters, or the very length of this sentence, including all punctuation and spaces. </li></ul><ul><li>Tweets can be sent from the Twitter website, other platforms, and your mobile phone. </li></ul><ul><li>By “following” another Twitter user, their messages appear in your Twitter view so you can see the conversations that are taking place in real time. </li></ul>
    26. 41. Twitter Feed Links to websites, photos, videos, etc. People I am following, and what they are saying Search box My messages Me ! Trending topics
    27. 42. Twitter Profile Me ! My stats My lists People I follow Links to websites, photos, videos, etc.
    28. 43. Twitter is now mainstream <ul><li>Ranked 15 th most popular website in the world. </li></ul><ul><li>So far in 2010, Twitter’s usage has continued to show significant growth. Currently: 70 million users. </li></ul><ul><li>The number of tweets per day has soared 30% in the past four months to about 53 million in late-March, compared with 40 million in early-December 2009. </li></ul><ul><li>Free to set up and get started. </li></ul><ul><li>Can be linked to your Facebook account. </li></ul>
    29. 44. How Do I Get Started? <ul><li>Create a user-friendly Twitter ID </li></ul><ul><li>Search for people to follow </li></ul><ul><li>Learn the lingo </li></ul><ul><li>Know who @ replies to you </li></ul><ul><li>Read the bio of those who follow you </li></ul><ul><li>Reach out and say something </li></ul><ul><li>Promote others and share your best information </li></ul><ul><li>Learn the etiquette </li></ul><ul><li>Add your Twitter ID to all of your signatures </li></ul><ul><li>Direct Message (DM) private conversations </li></ul>
    30. 45. Twitter Etiquette <ul><li>#hashtags: great ways to tag your Twitter update on a specific subject. This way, followers and non-followers can find your update using the Twitter search box on the Twitter homepage, or using one of the Trending Topics. </li></ul><ul><li>#followfriday: Probably one of the most popular #hashtags is #followfriday. Follow Friday is the day when you recommend users to all of your followers, and anyone watching the #followfriday trend , by including @username and #followfriday in the same tweet. </li></ul><ul><li>URL shorteners: , – these will show a history of your recent shortened URL’s, as well as the number of clicks this shortened URL has received, and also additional links that have been created for the article. </li></ul>
    31. 46. REI - Updates and Promos
    32. 47. Sephora - Brand Per sonality
    33. 48. Gather Customer Feedback
    34. 49. Customer/Brand Building
    35. 50. ZAPPOS: Extending the brand <ul><li>Zappos, an online shoe retailer, makes customer service central with a focus on “making personal and emotional connections.” </li></ul><ul><li>Divert marketing budget to customer service (they outsource marketing to their customers; they don’t outsource their call centre) </li></ul><ul><li>Use Twitter to promote their brand </li></ul><ul><ul><li>Website displays any public tweets mentioning of their brand </li></ul></ul><ul><ul><li>CEO has over 400,000 followers </li></ul></ul><ul><ul><li>430 employees on Twitter </li></ul></ul><ul><li>$1billion in sales last year and their expanding into new product categories </li></ul>
    36. 51. Emergency: CDC Issues Swine Flu Alerts
    37. 53. Not all Followers are Equal <ul><li>Are your followers active? Active users share your links, they give you feedback, they talk to you. </li></ul><ul><li>Do the people who follow you have influence? Would you rather get 50 retweets from users with 10 to 100 random followers? Would you rather get 10 retweets from influencers in same niche, with all of them having 1000 to 10,000 very relevant followers? </li></ul>
    38. 54. Twitter for (Local) Businesses <ul><li>Track your sales, promotions, coupons </li></ul><ul><li>Twitter is not Facebook </li></ul><ul><ul><li>Real-time communication (if they don’t check for an hour might miss your deal) </li></ul></ul><ul><ul><li>Re-cycle tweets </li></ul></ul><ul><li>Create a conversation </li></ul><ul><ul><li>Don’t blast promotions non-stop, intersperse them with news, stories, industry, fun </li></ul></ul><ul><li>Sell last-minute inventory </li></ul><ul><ul><li>Pump up business during lulls, discount last-minute unsold goods </li></ul></ul><ul><li>Tools </li></ul><ul><ul><li>Twitter search, Tweepsearch </li></ul></ul><ul><ul><li>Twitterlocal, NearbyTweets </li></ul></ul>
    39. 55. Facebook <ul><li>Fastest growing social network in the world (400 million active members) </li></ul><ul><li>56% of site in US is women! </li></ul><ul><li>Powerful tools to engage and understand your audience: </li></ul><ul><ul><li>Brand pages </li></ul></ul><ul><ul><li>Custom applications </li></ul></ul><ul><ul><li>Targeted advertising </li></ul></ul><ul><ul><li>Audience insights/metrics </li></ul></ul><ul><ul><li>Opinion polls </li></ul></ul>
    40. 57. Facebook Now Commands 41% of Social Media Traffic Source: comScore
    41. 58. Facebook Pages <ul><li>Your brand’s homepage on Facebook. </li></ul><ul><li>Allow you to post photos, videos, events and other messages. </li></ul><ul><li>Users interact with you by </li></ul><ul><ul><li>Becoming fans </li></ul></ul><ul><ul><li>Commenting on your posts </li></ul></ul><ul><ul><li>Participating in discussions </li></ul></ul><ul><ul><li>Post photos to your page </li></ul></ul><ul><li>Fans see your page updates in their newsfeed </li></ul>
    42. 65. Facebook Advertising <ul><li>Facebook ads give you the ability to advertise directly to specific demographic groups </li></ul><ul><li>This is unlike paid search, the most popular form of online advertising, which only lets you to bid on keywords the user is searching for right now </li></ul>
    43. 66. Facebook Advertising - Targeting <ul><li>Location </li></ul><ul><li>Age </li></ul><ul><li>Sex </li></ul><ul><li>Keywords (appear in your users profile) </li></ul><ul><li>Education </li></ul><ul><li>Workplace </li></ul><ul><li>Relationship status </li></ul><ul><li>Relationship interests </li></ul><ul><li>Languages </li></ul><ul><li>Friends of friends </li></ul>
    44. 67. Facebook Advertising - Placement <ul><li>THE TOOLS </li></ul>
    45. 68. Facebook Advertising – Design <ul><li>What you need: </li></ul><ul><li>Ad message (title and body) </li></ul><ul><li>Image (make it compelling) </li></ul><ul><li>Destination URL (where you want the ad to take people – keep it within Facebook!) </li></ul><ul><li>Social actions (optional) </li></ul>
    46. 69. Facebook Advertising – Social Actions <ul><li>Social actions show related stories about a user’s friends alongside your ad. </li></ul><ul><li>People can vote whether they like or dislike your ad. </li></ul>
    47. 70. Facebook Advertising – Pricing <ul><li>Very affordable and easy to control your budget </li></ul><ul><li>You can specify a daily budget </li></ul><ul><li>Schedule specific dates for your ad to run </li></ul><ul><li>Pay for clicks (CPC) or impressions (CPM) </li></ul>
    48. 71. Facebook Advertising – Analytics <ul><li>Facebook Insights : </li></ul><ul><ul><li>Track ad performance with real-time reporting </li></ul></ul><ul><ul><li>Gain demographic and psychographic insights about people that view or take action on your ad </li></ul></ul><ul><li>Use this information to identify how you can improve your campaign to maximize your results </li></ul>
    49. 72. Facebook Advertising – Recommendations <ul><li>Identify clear goals for your ad </li></ul><ul><li>Know who you’re trying to reach </li></ul><ul><li>Ensure ad headline, copy and image is relevant </li></ul><ul><li>Experiment to get it right </li></ul><ul><li>Monitor your campaign and adjust </li></ul><ul><li>Know when to quit </li></ul>
    50. 73. Facebook Applications <ul><li>Applications are entertainment and productivity tools that run within Facebook </li></ul><ul><ul><li>Give users a unique ways to interact with your brand by developing your own applications, or add existing applications, to your page </li></ul></ul><ul><ul><li>When fans use your applications social stories are created that appear in their friends news feed and link back to your page </li></ul></ul>
    51. 74. Facebook Applications
    52. 75. Facebook Connect <ul><li>Add social capabilities to your website by integrating with Facebook: </li></ul><ul><ul><li>Users log in to your website with their Facebook identity </li></ul></ul><ul><ul><li>You can access their profile information to learn more about them and deliver targeted content </li></ul></ul><ul><ul><li>Publish information back to their friends’ streams on Facebook to bring their friend to your website </li></ul></ul>
    53. 76. LinkedIn – Professional Social Network <ul><li>Contains profiles of Fortune 500 executives and leading entrepreneurs </li></ul><ul><ul><li>average individual salary on LinkedIn is $109,000 </li></ul></ul><ul><ul><li>60 million users in 200 countries </li></ul></ul><ul><li>On LinkedIn your can: </li></ul><ul><ul><li>Post a profile and resume </li></ul></ul><ul><ul><li>Connect with colleagues </li></ul></ul><ul><ul><li>Share professional recommendations </li></ul></ul><ul><ul><li>Find jobs </li></ul></ul><ul><ul><li>Forums to demonstrate expertise and find answers </li></ul></ul>
    54. 77. Linkedin Groups <ul><li>Similar to Facebook pages </li></ul><ul><li>Search for relevant groups based on keywords </li></ul><ul><ul><li>professional interest, alumni, professional, etc. </li></ul></ul><ul><ul><li>Invitation and approval: can pre-approve </li></ul></ul><ul><li>Admins can email the entire group </li></ul><ul><ul><li>Reach members even if they don’t login to Linkedin </li></ul></ul><ul><li>Learn, contribute, build relationships and credibility </li></ul><ul><ul><li>Answer questions that relate to your expertise </li></ul></ul><ul><ul><li>Ask questions and start discussions to find out what prospects care about and to become more visible </li></ul></ul><ul><ul><li>Link blog posts to your group on LI </li></ul></ul><ul><ul><li>Import RSS to news area, can do multiple feeds </li></ul></ul>
    55. 79. Linkedin Profiles <ul><li>Buff up your account </li></ul><ul><li>Upgrade your account - send inmails </li></ul><ul><li>Join groups </li></ul><ul><ul><li>Post to discussions - get yourself known </li></ul></ul><ul><li>Event listings </li></ul><ul><li>Drive traffic </li></ul><ul><ul><li>Links to blogs, websites, articles, books, etc </li></ul></ul><ul><li>Update your status - engage your network - goes to email </li></ul><ul><li>Connect - paid, intro, or outside Linkedin </li></ul><ul><li>Job posting and job search </li></ul><ul><li>Send out a monthly “tip sheet” in your area just for your contacts. </li></ul>
    56. 81. Simplify Your Social Media Routine <ul><li>Use simple tools </li></ul><ul><ul><li>Twitter Desktop: Hootsuite </li></ul></ul><ul><ul><li>Link/automate updates - Twitter, Linkedin, Facebook </li></ul></ul><ul><ul><li>Mobile apps </li></ul></ul><ul><ul><li>Twinfluence, Tweetreach </li></ul></ul><ul><ul><li>Signatures </li></ul></ul><ul><li>Focus on sending high impact messages </li></ul><ul><li>Figure out which social media platforms give you the most value </li></ul><ul><li>Let go of the need to read everything. Learn to scan </li></ul><ul><li>Form close relationships with people who give you the most value, not everyone </li></ul>
    57. 82. Hootsuite
    58. 83. Delicious - Bookmarking
    59. 84.
    60. 85. A Few Thoughts <ul><li>Social Media is a Toolset not a Checklist </li></ul><ul><li>As they say.. </li></ul><ul><ul><li>It’s not what you know, it’s who you know </li></ul></ul><ul><li>Control spectrum </li></ul><ul><ul><li>Blog-Facebook-Twitter </li></ul></ul><ul><li>Automate as much as possible </li></ul><ul><ul><li>Increase exposure not workload </li></ul></ul><ul><li>You don’t need to respond to everything </li></ul><ul><ul><li>Blog, tweet, wall post, etc. </li></ul></ul><ul><ul><li>Make people feel loved and listened to in a larger way without it being a direct one-to-one dialogue </li></ul></ul>
    61. 86. Inspiration and Credits <ul><li>Social media Is.... </li></ul><ul><li>What the F**K is social media </li></ul><ul><li>The Social Media Manifesto </li></ul><ul><li>Groundswell Blog </li></ul><ul><li>Tactica Interactive Communications </li></ul><ul><li>SmartBrief on Social Media </li></ul><ul><li>Inside Facebook </li></ul><ul><li>Sorel Denholtz </li></ul>
    62. 87. Thank you! <ul><li>Robin Frank </li></ul><ul><li>@greenrobeen </li></ul><ul><li>[email_address] </li></ul>
    63. 88. Great Social Media
    64. 89. Blendtec – Will it Blend? <ul><li>Blendtec was a faceless B2B/B2C blender manufacturer that couldn’t afford a traditional marketing campaign </li></ul><ul><li>Published low-cost videos of CEO blending everything from iPhones, hockey pucks to the financial bailout </li></ul><ul><li>Launched the website and a YouTube channel </li></ul><ul><li> </li></ul>
    65. 90. Blendtec – ROI <ul><li>Videos went viral generating “ millions of dollars in brand recognition ” </li></ul><ul><ul><li>Channel Views: 3,469,098 </li></ul></ul><ul><ul><li>Subscribers: 183,949 </li></ul></ul><ul><li>Online Blendtec blender sales increased 500% </li></ul><ul><li>The videos have made over $50,000 in ad revenue turning the marketing department into a profit centre </li></ul>
    66. 91. Charity: Water – From Twitter to Africa <ul><li>September 08: Twitter founder Biz Stone tweets about Charity: Water , which builds wells in Ethiopia. </li></ul><ul><li>Charity: Water asks people with September birthdays to accept online donations in lieu of gifts and raised $4500 , enough to build a well </li></ul><ul><li>The &quot; social media birthday &quot; was born; asking for donations from online friends to celebrate your birthday </li></ul>
    67. 92. Charity: Water - $250,000 raised <ul><li>January 09: Tweets begin promoting the First Annual Twestival (a Twitter Festival) in support of Charity: Water: </li></ul><ul><ul><li>202 real-life meetups across the globe, hosted by volunteers </li></ul></ul><ul><ul><li>$250,000 USD raised at these events </li></ul></ul><ul><ul><li>55 wells are planned across Africa & India </li></ul></ul>
    68. 93. Charity: Water – Breakthrough Exposure <ul><li>April 09: The first &quot;well that Twitter built&quot; is dug </li></ul><ul><li>April 09: Actor Hugh &quot;Wolverine&quot; Jackman challenges Twitter to tell him, in 140 characters or less, what charity he should support </li></ul><ul><li>Convinced by Twitter, Jackman announces his $50,000 gift to Charity: Water on Ryan Seacrest's radio show, providing huge exposure for the charity </li></ul>
    69. 94. Charity: Water – Phase 2 <ul><li>Social media campaign expands: </li></ul><ul><ul><li>Staff post Twitter updates delivering the results of donations </li></ul></ul><ul><ul><li>Website hosts videos of drilling progress made in Africa </li></ul></ul><ul><ul><li>A driller tweets live from Central African Republic </li></ul></ul><ul><ul><li>Hundreds of videos uploaded to YouTube by charity and supporters </li></ul></ul><ul><ul><li>Facebook Causes page with over $61,000 donated </li></ul></ul>
    70. 95. IKEA: photo tagging genius <ul><li> </li></ul>
    71. 96. Engaging with People: Starbucks asks for ideas My Starbucks Idea
    72. 97. People vote
    73. 98. The best ideas are implemented
    74. 99. The T-Mobile Dance T-Mobile: An emotional connection
    75. 100. 18.5M views to date
    76. 101. Instead of a 2010 Super Bowl ad… Pepsi decided to give money away Doing good: Pepsi Refresh Project
    77. 102. $1.3M every month Pepsi Refresh Project
    78. 103. Based on community voting
    79. 104. GAP: Extending the brand Interactive Facebook page GAP Facebook Page
    80. 105. Facebook refers more traffic to than any site but search engines. ~6000 visits monthly. Building the web audience: California Academy of Sciences
    81. 106. NightLife at the California Academy of Sciences
    82. 107. 1300onFillmore Local businesses: Getting people in the door
    83. 108. Crowdsourcing Wikipedia
    84. 109. Location-based tools
    85. 110. Budweiser asks consumers to help select which commercial to show during the big game
    86. 111. <ul><li>THE TOOLS </li></ul><ul><li>Photo sharing sites give you a place to upload and organize your photos </li></ul><ul><li>You can invite friends to check out your photos and people can find your photos by searching for the keywords ( tags ) you apply to your photos. </li></ul>
    87. 112. <ul><li>THE TOOLS </li></ul><ul><li>detail the launch of a new product , from initial sketches to the launch party </li></ul><ul><li>promote special events , charitable campaigns , and awards ceremonies </li></ul><ul><li>provide an inside look at your organization, making it appear glamorous , busy , fun , or innovative </li></ul>
    88. 113. <ul><li>THE TOOLS </li></ul><ul><li>Do </li></ul><ul><li>tag your photos with relevant keywords </li></ul><ul><li>use your web site address or brand name as your Flickr screen name </li></ul><ul><li>upload quality photos of your products/services , and things related to your business </li></ul><ul><li>link prominently from your web site to your Flickr photostream </li></ul><ul><li>Don’t </li></ul><ul><li>stuff linked keywords into your photo descriptions or comments </li></ul><ul><li>plaster your URL all over the photos you upload </li></ul><ul><li>discourage people from using your photos (as long as they provide attribution such as a link back to your website) </li></ul>
    89. 114. Video sharing <ul><li>helps you gain exposure and direct traffic back to your website </li></ul><ul><li>sparks interest without a hard-sell </li></ul><ul><li>videos can be low-fi and cheap to produce - immediacy and content is more important than quality. </li></ul><ul><li>videos can be a place to showcase your leadership in a field, and spread customer testimonials </li></ul>
    90. 115. Video sharing <ul><li>Do </li></ul><ul><li>be informative , useful , or entertaining </li></ul><ul><li>create a summary and detailed description </li></ul><ul><li>post video replies to others </li></ul><ul><li>allow commenting and participate in the conversation </li></ul><ul><li>save bandwidth costs on your website by hosting videos on YouTube </li></ul><ul><li>Don’t </li></ul><ul><li>just upload infomercials </li></ul><ul><li>be afraid to experiment until you find a formula that works. </li></ul><ul><li>pull down other people’s videos showcasing your product for copyright infringement </li></ul><ul><li>make your video longer than it needs to be – keep it concise and entertaining </li></ul>