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Small Business Social media 101


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This is a brief presentation on what small businesses need to consider when getting started in social media. Simple, straightforward, with examples that work.

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Small Business Social media 101

  1. 1. Social Media Means Sharing sideways! Sharing Control Reaping the Benefits
  2. 2. Remember These? <ul><li>Markets are conversations. </li></ul><ul><li>Markets consist of human beings, not demographic sectors. </li></ul><ul><li>Conversations among human beings sound human. They are conducted in a human voice. </li></ul><ul><li>Whether delivering information, opinions, perspectives, dissenting arguments or humorous asides, the human voice is typically open, natural, uncontrived. </li></ul><ul><li>People recognize each other as such from the sound of this voice. </li></ul><ul><li>The Internet is enabling conversations among human beings that were simply not possible in the era of mass media. </li></ul><ul><li>Hyperlinks subvert hierarchy. </li></ul><ul><li>In both inter networked markets and among intra networked employees, people are speaking to each other in a powerful new way. </li></ul><ul><li>These networked conversations are enabling powerful new forms of social organization and knowledge exchange to emerge. </li></ul><ul><li>As a result, markets are getting smarter, more informed, more organized. Participation in a networked market changes people fundamentally. </li></ul>
  3. 3. Cluetrain Manifesto <ul><li>1999 </li></ul><ul><li>Basic start of where we are now </li></ul><ul><li>Promised the shift of control from marketers to the market—PEOPLE. </li></ul><ul><li>Tools evolved from here </li></ul>
  4. 4. Two Types of SM Brands <ul><li>Informational </li></ul><ul><ul><li>Helpful info </li></ul></ul><ul><ul><li>Useful apps </li></ul></ul><ul><ul><li>White papers </li></ul></ul><ul><li>Product-Oriented </li></ul><ul><ul><li>Reviews </li></ul></ul><ul><ul><li>E-commerce </li></ul></ul><ul><ul><li>Quieter more careful presence? </li></ul></ul>
  5. 5. Real Winner: Hybrid! <ul><li>No wall between brand and customer </li></ul><ul><li>Free exchange of ideas </li></ul><ul><li>Value proposition is larger, more patient </li></ul><ul><li>Free extensions of product in community </li></ul>
  6. 6. Benefits <ul><li>Speeds up relationship building process </li></ul><ul><li>Humanizes brand </li></ul><ul><li>Allows for real feedback </li></ul>
  7. 7. Risks <ul><li>People might actually say what they think </li></ul><ul><li>You can’t half-bake it </li></ul><ul><li>Have to own and address weaknesses </li></ul>
  8. 8. Social Concepts <ul><li>Competition </li></ul><ul><li>Visibility </li></ul><ul><li>Wallpaper </li></ul><ul><li>Screensavers </li></ul><ul><li>Blogging </li></ul><ul><li>Pics/Vids </li></ul><ul><li>Forums </li></ul><ul><li>Share-it </li></ul><ul><li>Voting/Liking </li></ul><ul><li>Linking to other sites </li></ul><ul><li>Commenting </li></ul><ul><li>In-mail boxes </li></ul><ul><li>Games - fantasy / pickems, virtual stickers, logos, trivia, contests? </li></ul><ul><li>Twitter </li></ul><ul><li>Facebook </li></ul><ul><li>Mobile/iPhone </li></ul><ul><li>Bookmarking/sharing sites </li></ul><ul><li>Events Customization </li></ul><ul><li>Widgets </li></ul><ul><li>Responding </li></ul><ul><li>Forwarding </li></ul><ul><li>Events / Travel Packages </li></ul><ul><li>Community Mgrs </li></ul><ul><li>Searching/finding others </li></ul><ul><li>Affinity programs </li></ul><ul><li>Editorial contributions </li></ul><ul><li>Job board </li></ul><ul><li>Networking opportunities </li></ul><ul><li>PayPal </li></ul><ul><li>e-mail </li></ul><ul><li>SMS </li></ul>
  9. 9. Basic Components of Social Approach <ul><li>Listening FIRST </li></ul><ul><li>Strategy for measuring sentiment </li></ul><ul><li>Reaching out to confirm or deny that sentiment </li></ul><ul><li>Using REAL people with REAL voices </li></ul><ul><li>Commitment to honesty and openness </li></ul><ul><li>Commitment to consistent communication </li></ul><ul><li>Doing what you claim to promise! </li></ul>
  10. 10. What do you measure? <ul><li>Reach and Positioning </li></ul><ul><ul><li>Unique monthly visits </li></ul></ul><ul><ul><li>Time on site </li></ul></ul><ul><ul><li>Overall volume </li></ul></ul><ul><ul><li>Share of voice within category or brand family </li></ul></ul><ul><ul><li>Search visibility </li></ul></ul><ul><li>Preference </li></ul><ul><ul><li>Sentiment index (% positive - % negative) in social media </li></ul></ul><ul><ul><li>Share of positive voice in social media, within category </li></ul></ul><ul><ul><li>Relative Net Promoter Score, absolute or within category </li></ul></ul><ul><li>Action </li></ul><ul><ul><li>Registrations </li></ul></ul><ul><ul><li>Sales </li></ul></ul><ul><ul><li>Advocacy </li></ul></ul>
  11. 11. What Does Commitment Mean? <ul><li>Sharing valuable info without expectation of reward </li></ul><ul><li>Being there every day </li></ul><ul><li>Treating customers as people </li></ul><ul><li>Accepting invitations to connect and then connecting </li></ul><ul><li>If you write a blog, invite cooments and respond </li></ul><ul><li>Solve problems without marketing </li></ul>
  12. 12. Social Tools <ul><li>Listening platforms </li></ul><ul><ul><li>Radian6, PRNewswire, Nielsen, etc. </li></ul></ul><ul><li>STRATEGY First </li></ul><ul><ul><li>Gauging the conversation map </li></ul></ul><ul><ul><li>How to respond, what to measure, knowing success </li></ul></ul><ul><li>AVAILABILITY wherever your people are </li></ul><ul><ul><li>Web </li></ul></ul><ul><ul><li>Mobile </li></ul></ul><ul><ul><li>Offline </li></ul></ul><ul><li>Facebook Connect </li></ul>
  13. 13. What NOT to Do <ul><li>Ignore what is said about your brand </li></ul><ul><li>Blast anonymous marketing messages </li></ul><ul><li>Hide personality, stifle conversation </li></ul><ul><li>Lie, be fake </li></ul><ul><li> </li></ul><ul><li>Quit talking and reaching out </li></ul>
  14. 14. Good Examples <ul><li>All put a human face on a brand or meet the audience where they are </li></ul><ul><ul><li>Livestrong </li></ul></ul><ul><ul><li>Whole Foods </li></ul></ul><ul><ul><li>Chicago Tribune </li></ul></ul><ul><ul><li>Rowdy </li></ul></ul><ul><ul><li>UVA </li></ul></ul><ul><ul><li>Mad Men </li></ul></ul><ul><ul><li>Humane Society </li></ul></ul><ul><ul><li>Michael Waltrip </li></ul></ul>
  15. 15. Livestrong <ul><li> </li></ul><ul><li> </li></ul><ul><li>Everywhere fans are </li></ul><ul><ul><li>Facebook, Web, iPhone app </li></ul></ul><ul><ul><li>Using Facebook Connect </li></ul></ul><ul><li>Adding value, creating a lifestyle brand </li></ul><ul><li>Sharing content without expectations </li></ul><ul><li>People give and help out of sense of gratitude </li></ul>
  16. 16. Whole Foods <ul><li> </li></ul><ul><li>Using social tools to make life better through recipes, advice, etc. </li></ul><ul><li>Using podcasts, social tools, blogs, forums, Facebook, iPhone </li></ul><ul><li>TALK TO US - they want input </li></ul>
  17. 17. Chicago Tribune <ul><li> </li></ul><ul><li>Fun, useful, open </li></ul><ul><li>Self-deprecating </li></ul><ul><li>Puts human face on a news brand </li></ul><ul><li>Provides value beyond self-interest </li></ul><ul><ul><li>News, stories from additional sources </li></ul></ul>
  18. 18. Rowdy Racing News <ul><li> </li></ul><ul><li> </li></ul><ul><li>All media represented </li></ul><ul><ul><li>Facebook, Twitter, web, radio, SMS </li></ul></ul><ul><li>Gives fan a voice </li></ul><ul><li>Hots communicate directly with fans </li></ul><ul><li>Total access, sharing tools, UGC </li></ul><ul><li>Recognized alternative to NASCAR official position </li></ul>
  19. 19. UVA <ul><li> </li></ul><ul><li>Great use of social tools to be everywhere alums and students are </li></ul><ul><ul><li>Social net, Alumni site, Facebook </li></ul></ul><ul><li>Recognized early that the barriers between students and alums was breaking down </li></ul>
  20. 20. Mad Men <ul><li> </li></ul><ul><li>Fun social tools for showing your affinity </li></ul><ul><ul><li>Mad Men Yourself, Facebook presence, Twitter characters, interactive games, iPhone app </li></ul></ul>
  21. 21. Humane Society <ul><li> </li></ul><ul><li>With over 132K fans and 13K followers, the Humane Society of the United States has seriously tapped into the social Web </li></ul><ul><li>&quot;real people&quot; behind their profiles </li></ul><ul><ul><li>Brand Ambassador Carie greets you from Twitter </li></ul></ul><ul><ul><li>CEO Wayne Pacelle's blog posts and appearances </li></ul></ul><ul><ul><li>HSUS reps continually answer member questions and encourage those who post to the Wall </li></ul></ul>
  22. 22. Michael Waltrip, NASCAR Driver <ul><li>His use of Twitter to raise aware ness of his camps, comment on NASCAR, and provide a glimpse of the sport from the inside has a lot of support. </li></ul><ul><li>He uses his real voice, keeps it light, has fun </li></ul>
  23. 23. 26 More… <ul><li> </li></ul>