Social Media Training for NARI Central VA Chapter


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Social Media Slide Presentation used for training for the NARI Central VA Chapter. Trainer: Sally Witzky of Traction Group, a social media and marketing consultancy helping small businesses get traction with their online efforts.

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Social Media Training for NARI Central VA Chapter

  1. 1. NARI Central Virginia<br />Social Media Marketing Course<br />Sally Witzky, Chief Strategist<br />All slides © 2011 Traction Group LLC and the companies mentioned. <br />All rights reserved. Slides dated April 6, 2011. <br />Training for NARI Central Virginia Chapter, Georgia Kukowski, Executive Director.<br />
  2. 2. Today’s Lesson<br />Part I: Social Media Overview & Productivity Tools<br />Part II: Online Marketing<br />2<br />
  3. 3. What is social media?<br />Social media is user-generated content on social networking platforms designed to engage and interact openly with people.<br />3<br />
  4. 4. What is content and how is it shared?<br />Status updates<br />Blog posts<br />Photos<br />Videos<br />Articles<br />Comments<br />Reviews<br />Event listings<br />Music<br />Podcasts<br />Social networks<br />Blogs<br />Wikis<br />Message boards / forums<br />Mobile apps<br />Widgets<br />Bookmarking services<br />RSS feeds<br />Social PR services<br />Event or directory listings<br />4<br />
  5. 5. Consumers:Obsessed with Facebook<br />Infographic created by: Online Schools<br />5<br />
  6. 6. Social Mobile Stats<br />6<br />
  7. 7. Facebook and the power of smart phones<br />There are more than 200 million active users [40 percent] currently accessing Facebook through their mobile devices. People that use Facebook on their mobile devices are twice as active on Facebook as non-mobile users.” <br />– Facebook official statistics <br />(January, 2011).<br />7<br />
  8. 8. Top 10 ways consumerswill use mobile in 2012<br />Money transfer<br />Location-based services<br />Mobile search <br />Mobile browsing<br />Mobile health monitoring<br />Mobile payment (it is a way of life in Japan)<br />Mobile couponing<br />Mobile advertising <br />Mobile instant messaging <br />Mobile music <br />as predicted by Gartner (November 2009).<br />8<br />
  9. 9. The Revolution Will Be Televised: Google TV, The Death Of Digital As We Know It, And The Rebirth Of The Big Idea<br />“The arrival of Google TV heralds the creation of a media marketplace where, for the first time in a long time (and possibly ever), content is content, agnostic of channel, and regardless of screen. <br />The idea of "channel" becomes increasingly irrelevant as we move toward a future where a screen is a screen is a screen, and Web content becomes increasingly indistinguishable from television content.  Content will become content. And it will be fighting like hell for viewers.”Read more:<br />9<br />
  10. 10. Social Networks<br />Overview of the<br />
  11. 11. Social Networks<br />11<br />
  12. 12. Social Media 101: be a good human being<br />Build your networks with people you know and like<br />Be your authentic self so that people get to know you and your interests<br />Be good to others – comment on their posts, retweet their messages and treat everyone with respect<br />Always add value to others<br />Share great content and be both engaging and relevant to your audience<br />Don’t talk politics or religion unless that’s your gig<br />Don’t say anything negative about an employer or others<br />Don’t sell; share and ask.<br />Use the 10:1 ratio: for every time you promote yourself, your event, etc., promote others 10 times first<br />Don’t post any photos/videos that you might regret later – be smart, people are watching you and they can make a screen grab in a heartbeat<br />12<br />
  13. 13. Resources for Social Media 101<br />Good basic summary of each:<br />Mashable’s Twitter Guide:<br />LinkedIn Training Center:<br />Blogging Tips:<br />YouTube Training:<br />Setting up a Facebook Page for Local Business (best to have a personal account first!)<br />13<br />
  14. 14. Twitter?(growing the fastest of all sn’s)<br />What’s this thing called<br />
  15. 15. 25 billion tweets sent and 100 million accounts added in 2010<br />15<br />
  16. 16. Twitter basics.<br />Micro-blog @ 140 characters<br />A real-time, short messaging service<br />Works over multiple networks / devices<br />“Around the world, people follow the sources most relevant to them and access information via Twitter as it happens—from breaking world news to updates from businesses and friends”<br />16<br />
  17. 17. Twitter 101 terms.<br />Handle, i.e. @sallywitzky<br />Tweet (140-character message)<br />Retweet (tweeting others’ message)<br />@reply (reply, not private)<br />Direct Message or DM (private)<br />Bio (important – target audience) and URL (where do they go for more info?)<br />Hashtag (#RVA, #smallbiz, #in)<br />17<br />
  18. 18. Sample of Event Promotion Tweet/Retweet<br />18<br />
  19. 19. What do I tweet?<br />Not your meals or where you are unless tres cool<br />Remember to use Geo-Location Services like Facebook Places, Foursquare or Gowalla for your tweets (and Facebook updates) but don’t overuse them<br />What relevant content is on your blog, your website or the websites you admire?<br />Challenge yourself to engagewith others vs. always talk about you<br />Find a style that works for you<br />19<br />
  20. 20. What on earth is thepurpose of Twitter?<br />Many reasons to tweet…<br />To learn, fast<br />To converse, quickly <br />(kind of like working a room only at warp speed)<br />To help others by promoting them<br />To build awareness, consideration<br />To drive traffic to blog, site, articles, events<br />To show appreciation; thank publically<br />To ENGAGE with target audience<br />To provide customer service<br />20<br />
  21. 21. Twitter is where to get…<br />Your news, local and global<br />To know people better in shorter time <br />To connect before you know people<br />Creates deeper conversations when you both meet; no intros needed<br />Strange at first; much appreciated though<br />Creates ability to know and connect with people you wouldn’t otherwise<br />21<br />
  22. 22. Tweeting barefoot…<br />Carrie Wilkerson<br />@barefoot_exec or<br />96,000 followers (her peeps)<br />She’s tweeted over 35,000 times <br />She knows many of them personally<br />Very loyal brand following who buy<br />22<br />
  23. 23. Art of ENGAGEMENT.<br />There is both an art and science to conversation:<br />Listening (requires patience)<br />Learning (keeps ‘ole ego in check)<br />Sharing (what value do I bring?)<br />Promoting (how can I help others?)<br />Twitter only one small puzzle piece<br />23<br />
  24. 24. Brian Solis’sConversation Prism<br />Take a look<br />24<br />
  25. 25. LinkedIn?(most upscale demos of all sn’s)<br />What’s this thing called<br />
  26. 26. LinkedIn can be…<br />Active = frequent updates<br />Change your status (include links); comment on others’ status updates<br />Add books to your Amazon read list or a presentation or PDF (white paper) to your account which can be integrated with your LinkedIn account.<br />Ask or answer question<br />A provider of SEO value<br />Static or active; you decide. <br />26<br />
  27. 27. Are you using LinkedIn?<br />Add connections from your database (upload an email list) or invite people after you return from a networking group or seminar / training workshop<br />Join and be active in LinkedIn groups of people with similar interests <br />Update you status at least weekly<br />27<br />
  28. 28. Lauren Solomon’s LinkedIn Page<br />28<br />
  29. 29. Facebook?(the largest and mother of all sn’s)<br />What’s this thing called<br />
  30. 30. 2010 Facebook Status According to<br />Facebook now has 600 million users worldwide, generating an estimated 770 billion page views each month. <br />The average Facebook user visits the site 40 times per month, spending an average of 23 minutes (23:20 to be precise) on each visit. <br />Each user spends an average 15 hours and 33 minutes on Facebook in a month.<br />That’s a total of 9.3 billion hours on Facebook in a month. That’s 1,065,449 years.<br />These numbers don’t include the highly popular Facebook mobile apps, which are used by 200+ million of Facebook’s users.<br />30<br />
  31. 31. Facebook Profile vs. Facebook Page<br />Facebook PRofile<br />Your own personal account<br />You can be the Admin for a business page and access it by having a personal profile (they are still separate though)<br />Do not use a personal profile account for your business (this is against Facebook’s policy)<br />Limited to 5,000 friends<br />Only you can access your account easily for privacy reasons<br />Facebook Page<br />A Page is for your business or organization<br />Much better suited for business<br />“Likes” (or what used to be Fans) are unlimited<br />Includes Insights or Analytics<br />Multiple Page Administrators<br />More flexibility for customization<br />You can run Facebook Ads to generate more “likes”<br />31<br />
  32. 32. YouTube<br />A few notes about <br />
  33. 33. How to Upload Your Video to<br />Open your YouTube account; ideally, you will want to merge it with your Google account<br />Videos must be smaller that 2 GB in size and less than 15 minutes in length<br />Click the Upload link at the top of any YouTube page<br />Click the Upload video button to browse for the video file you'd like to upload to our site. <br />Select the file you want to upload and click Open.<br />As the video file is uploading, enter as much information about your video as possible in the relevant fields – the more info you provide the easier it will be for search engines to find your content<br />Click the Save changes button to save the updates you've made to the video file.<br />You can upload up to 10 video files in a single uploading session.<br />33<br />
  34. 34. 2010 YouTube Status According to<br />YouTube has 490 million users worldwide (unique visitors per month), generating an estimated 92 billion page views each month.<br />The average YouTube user visits the site 14 times per month, spending an average of 25 minutes on the site each time.<br />This adds up to 5 hours and 50 minutes per month for the average YouTube user. <br />Together, we spend 2.9 billion hours on YouTube in a month. That’s 326,294 years.<br />These numbers were only for the YouTube website. Don’t forget all those embedded YouTube videos that are all over the place, in blogs, viewed on smartphones, and everywhere else, including Facebook.<br />34<br />
  35. 35. Once your video is uploaded, you can…<br />35<br />
  36. 36. Videos can goVIRAL…<br />Over 7 million views for video that was shot at a franchise conference.<br />They didn’t plan on uploading it to YouTube but someone had the idea after the fact.<br />36<br />
  37. 37. YouTube Videos<br />“Social Media Revolution 2 Refresh”<br />Keep in mind that stats are now old!<br />37<br />
  38. 38. Social Media Productivity<br />Time Saving Tools to make your life easier<br />Last time I checked, social media was not your full-time job (or is it?)<br />38<br />
  39. 39. How can I stay productive?<br />Don’t keep checking social networking sites<br />Integrate social data into your regular work style and routine<br />Don’t let it consume you – the info is either useful or it isn’t<br />Always use time-saving tools<br />39<br />
  40. 40. Favorite Tool #1:Nutshell Mail<br />Free Service from Constant Contact<br />Summarizes social network updates<br />Customized delivery by email<br />Respond through same email<br />40<br />
  41. 41. Favorite Tool #2Xobni(inbox backwards)<br />Xobni & Outlook (xoxoxoxoxoxoxo!)<br />Blackberry too!<br />Works with your email and contacts<br />Not only saves time but helps build relationships<br />41<br />
  42. 42. Favorite Tool #3Hootsuite<br />Social media dashboard – “Freemium”<br />Schedule updates in advance<br />Add Facebook, Facebook Page, Twitter, LinkedIn,, Foursquare even Google Analytics – multiple accounts in Paid Version<br />Post once, update several<br />Includes reporting<br />Mobile application<br />Assign users<br />Web-based!<br />42<br />
  43. 43. Favorite Tool<br />Simple tool to update ALL your social services at once<br />Integrates with Hootsuite<br />Mobile App<br />43<br />
  44. 44. Save time and be more productive by using mobile apps<br />LinkedIn: Mobile apps for Blackberry, Droid, iPhone & Palm<br />Mobile apps for Hootsuite,, Basecamp, Facebook, Twidroyd, YouTube, Foursquare, Places, Yelp, Wordpress<br />Organize your SMART PHONE!<br />44<br />
  45. 45. Part II: Online Marketing<br />Social Media is one piece in the online marketing puzzle<br />
  46. 46. Sally says…<br />“In the digital world, <br />three months is like three years.”<br />46<br />
  47. 47. What’s moving out…<br />47<br />
  48. 48. Foundation<br />48<br />
  49. 49. Intermediate<br />49<br />
  50. 50. Advanced Layers<br />50<br />
  51. 51. THANK YOU! Questions? <br /><br /><br /><br /><br /><br /><br /><br />51<br />