Fb And Twitter Web 2

Facebook & Twitter :
Web 2.0 Isn’t Just For Kids Anymore
Learn How To Build Your Brand And Drive Profits For Your Business

Snow Show January 29, 2010
Creative Business Consulting Group
www.cbc-group.net

There are Bigger Things to Fear Than Social
Media!

Creative Business Consulting Group www.cbc-group.net

1

CBCG Is Here To Help
Lynn Switanowski, Founder and President ,
• 25 Year Retail Industry Veteran
• Former Senior Executive at Liz Claiborne, Reebok and Aramark
• Areas of Expertise include:
Sales & Marketing: Strategy, Planning and Implementation
Social Media Strategy Development and Implementation
Open To Buy and Inventory Planning Program Development
and Implementation

www.cbc-group.net lynn@cbc-group.net @RetailHelper

617.437.9191

Seminar Objectives

• Enable Your Business Transformation To
Permission Based Inbound Marketing
• Understand Why Facebook And Twitter
Can Be Productive Tools For Your
Business
• Learn How To Create A Facebook Fan
Page And Twitter Profile To Enhance
Connectivity With Existing Customers And
Facilitate Increased Awareness Of Your
Brand


2

Today’s Consumers Increasingly Using Filters To
Opt Out Of Traditional Marketing Methods


Consumers Started Talking To Each Other To
Obtain Information On Products And Services

Result: Increased Emphasis On Customers Now
Finding You ..Not You Finding Them


3

Winning Retailers Have Shifted Focus To Engage
Consumers Through Permission Not Interruption
Outbound Marketing Inbound Marketing
• Telemarketing • SEO
• Trade Shows • Blogging
• Direct mail • Social Media
• Email Blasts • RSS
• Print Ads • Viral Videos
• TV & Radio Ads • Free Tools & Trials

Interruption Permission


To Meet Changing Consumer Needs, Retailers
Must Embrace A New Way Of Marketing
Yesterday’s Marketing: 4 P’s
Delivering the right product at the right
price in the right place. Using effective
promotion to drive awareness, trial and
purchase

Today’s Marketing: 4 C’s
Adding significant amounts of relevant,
education-based, and user-generated
content filtered, aggregated, and
delivered in a context that makes it useful
for people to make connections with
people, products, and brands they can
build A community around

4

“But, I’m 28 38 48 58 ; I Just Don’t
Understand This Social Media Stuff! “
Think Apres Ski - With A Purpose! Using Social Media Is Like Going
To A Cocktail Party, But Without The Constraints Of Time And Space

Cocktail Party Advice
• Meet People And Start Conversations
• Listen And Answer Questions – Help Others
• Ask Questions – Trust Other’s Advice

Social Media = Cocktail Party
• Become A Real Member Of The Community
• Add Value To The Community – Ask And Answer
Questions
• More Effective Than A Cocktail Party
Unlimited Time And Space
Easier For Others To Listen In On
Conversation

Who Uses Social Networking Websites?
Demographics of Social Networks Vary Greatly; Choose Wisely

• 350 Million Current People • More Twitter users are • Highest Average Income -
on Facebook employed part-time (16%) $89,000
• 35+ Users fastest growing • Average income of • Join Network For Business
• Facebook users are older $58,000 Or Work Purposes, Business
and better off (30.6) • Users interested in news, Development, And
• More likely to be married restaurants, sports, Recruiting.
(40%), white (80%) and politics, personal finance, • Like News, Employment
retired (6%) and religion Information, Sports, And
• Second-highest average • Into pop culture with Politics.
income ($61,000) music, movies, TV and • More Likely To Be Into The
• Average of 138 reading ranking higher Gym, Spas, Yoga, Golf And
connections than average Tennis
• Extremely loyal: 75% say • Users are not that loyal to • Users Own More Electronic
FB is favorite site the network: 43% said Gadgets
they could live without • More Likely To Be Male –
Twitter 57% vs. 43%
Source: Microsoft


5

Retailer Paradigm Shift Required; Get Out Of Your
Comfort Zone

Print Ad Activities Social Media Activities
• Develop Copy • Develop Network
• Search For Image • Create or Locate Content
• Proof Design • Publish or Share Content
• Call Ad Departments • Listen and Participate In
Dialogue
• Receive and Pay Invoice
• Measure Results
• Measure Results


Facebook

What is Facebook?
• Facebook is a social networking service that lets you connect with
friends, co-workers, and others who share similar interests or who
have common backgrounds
• Many use it as a way to stay in touch after finishing school, or as a
way to share their life publicly
• What makes Facebook different from other social networks are its
extensive privacy controls, its development platform, and its large
and quickly growing user base
• Facebook has been called the "thinking person's" social network.
• Compared to many other social networks, Facebook gets new
features and improvements on a regular basis

Facebook Is A Social Utility Tool That Connects You
With The People Around You
Source: Cnet.com


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Facebook

How Can Facebook Help My Business?
1. Peer Interaction. Meet Potential customers For
Your Business.
2. Contacts And Competition. With over 350 million
users, not only are your friends on Facebook, so
are your prospects, your customers, your JV
partners and, of course, your competitors.
3. Open Doors. Facebook members are open to
connecting. You can easily begin a dialog with
highly successful—even famous—people who
were previously otherwise unreachable
4. Build Relationships. By engaging in
conversations with your prospects and customers,
you can better adapt your marketing and business
services to meet their needs
5. Raise Visibility. By consistently showing up,
posting relevant information, and being a thought
leader, you can increase visibility and credibility as
an expert in your area


Facebook

How Can Facebook Help My Business?
6. Develop your personal brand. The lines between business and personal have become
blurred. You can reveal as much or as little about yourself as you wish, allowing you to
personalize your brand

7. Target your niche. Users volunteer vast amounts of information about themselves that
you can readily access. These kinds of demographics, psychographics, and techno
graphics would previously have cost fortunes to access. Author, John Battelle, calls
Facebook a “database of intentions”

8. Get rapid top Google placement. Create a Page for your business and ‘‘push”
information to your “fans.” Pages (for business) and Profiles (for personal) are indexed for
optimal search engine positioning

9. Place targeted ads. With Facebook Social Ads, you can test out extremely targeted
advertising for minimal cost

10. FREE. FREE. FREE. Aside from paid ads, Facebook is totally free to use and with
regular activity you’ll end up with more traffic, more subscribers, and more paying clients


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Facebook

Where To Start: Become A Fan Of Other
Company Pages For Research And Review
• Search for a fan page. For example, do
a search on "apple" and click on
"Pages" when you get the search
results. Click on "Apple Inc." to view the
Apple fan page

• Examine how the page is structured

• Repeat for businesses of your choice to
see if they have a fan page on
Facebook.

• Some popular or notable fan pages are Apple, The New Yorker, Marmite, Blue
Olive Photography, Beaver Falls Coffee & Tea Company, and Absolut Vodka
• Facebook's gallery of pages exemplifies best practices for their business category


Facebook
Next Step: Create A Business Page - You Must
First Have a Personal Page
http://www.facebook.com/pages/create.php


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Facebook

Build Your Business Page And Bring It To Life
With Content – Make It Human!

Source: Facebook.com, Hubspot.com


Facebook
Create An Engaging Page Through The Use Of
Visuals And Interactive Elements

• Event Calendar

• Videos

• Surveys

• Discussion Boards

• Photos

• Blog Articles

• Relevant Links



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Facebook

Once Developed, Publish Your Business Page



Facebook

To Leverage The Viral Nature of Facebook - Use
News Feed

• News Feed shows updates of you
and your friends activities

• Your updates show on your profile
wall

• First thing you see when you log in

• Allows users to engage with you
and shares each activity with their
entire network of friends – now
that’s viral!



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Facebook

Utilize Your Network To Spread The Word And
Drive Traffic To Your Facebook Page
• Email your opt-in mailing list to gather followers
• Include a link to your Facebook page on all your email signatures
• Post In Store Signs Directing Customers To Your Fan Page

• Blog about your Facebook page
• Include your Facebook page address on your business cards

• Include a link to your Facebook page on all your email blast campaigns
• Post a link or badge to your Facebook page on your website and/or blog

Facebook Provides Guidelines On Promoting Your Page Outside Of
Facebook. They Also Provide A Facebook Page Badge Graphic That You Can
Download For Use On Your Own Site That Says "Find Us On Facebook.”


Facebook

Tip: Optimize Your Facebook Page For Search

Facebook Search
• Ranking based on the
number of fans of your page

Public Search
• Set Your Public Search
Listing in your privacy
settings
• Permission allows people to
find and see the public search
listing you’ve established



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Facebook

How To Get The Most Out Of Facebook – It
Takes More Than Opening An Account
• Participate in
Facebook daily – Post
information your Fans
will find interesting

• Utilize SM aggregators
to save time – Friend
Feed.com
• Upload Facebook
Application to your cell
phone. Use Mobile
Posts to save time and
post from wherever
you are – trade shows,
events


Twitter

What Is Twitter?

• Twitter is a learning tool, a sharing platform, and a networking system.
• Twitter is a useful communication tool that allows you to interact with
people around the world in three different ways:

Send a short message to a bunch of people publicly
Send a short message to a specific person publicly
Send a short message to a specific person privately

• Twitter is also referred to as a "micro‐blogging" service, meaning you can
post short updates limited to 140 characters or less. Why? Originally, the
limitation was created to make Twitter compatible with mobile phones and
text messaging. Now, it’s a useful characteristic that allows users to
receive rapid-fire, concise information from many, many people!

The Power Of Immediate Interaction With Like-Minded Individuals Is
Life-altering When Used And Developed Correctly
Source: Twiiter.com, Hubspot.com, Chris Brogan


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Twitter

How Can Twitter Help My Business?

In Short, Twitter Is A Relationship Building And Relationship
Maintenance Tool; The Most Obvious Business Use Of Twitter Is To
Meet Potential Customers And Leads The Same Way You Would At
Networking Event Or Tradeshow. However, You Can Also Use It To:
1. Develop And Promote Your Brand
2. Interact With Your Customer Base
3. Track What People Are Saying About Your Company And Brand
4. Create Buzz Around Upcoming Events
5. Help Individual Employees Act As Liaisons To The Public
6. Promote Other Content You’ve Created, Including Webinars, Blog
Posts Or Podcasts
7. Develop Direct Relationships With Bloggers And Journalists For
Potential PR Placement

Like Any Relationship - To Be Effective, You Must First Develop Trust
Source: Twiiter.com, Hubspot.com


Twitter
As A Business Owner, You Should Be Looking At
Twitter Simply As More Than A Networking Tool
• Twitter can help direct people’s • Twitter helps with business
attention to good things development, if your prospects are
online
• Twitter works swell as an opinion poll.
• Twitter can augment customer service.
• Twitter breaks news faster than other (but not replace it!)
sources, often (especially if the news • Twitter can be used for promotion, such
impacts online denizens). as for a live coupon feed, sale-of-the-
day, etc.
• Twitter brings great minds together,
and gives you daily opportunities to Word of Caution: You should only be
learn (if you look for it, and/or if you using Twitter for promotional activity if
follow the right folks). you already have a customer base you
can direct to it (NEVER use your feed
• Twitter gives your critics a forum, but to simply have a running promotion
that means you can study them. of all your products and services)


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Twitter

Twitter Cons: (Other People’s Not Mine)
•Twitter takes up time.

•Twitter takes you away from other productive work

•Without a strategy, it’s just typing.

•There are other ways to do this.

•Twitter is buggy and not enterprise-ready.

•Twitter is just for techno-nerds.

•Twitter’s only a few million people.

•Twitter doesn’t replace direct email marketing.

•Twitter opens the company up to more criticism and
griping

Twitter

Twitter – Getting Started

To get your own account, go to
http://twitter.com and click the
“Join the conversation!”
button.

Clicking this button will bring
you to a page where you will
select your username and
password.



14

Twitter

Twitter – Selecting Your Username

Choose Username Carefully.

Think of your twitter handle as
your personal brand name.
That’s how important it is.
Can be your brand name or
combination of your name and
your brand name

Choose additional twitter
names for your brand. Different
users can speak with a
different voice for the brand



Twitter

Twitter – Creating Your Profile

Personalizing Your Account Is
Critical to Your Success

Your profile is where you can
reference your company, your
blog, talk about your interests and
list your location.

Note: Personalize your account
profile before you begin
interacting and following people.
Click the Settings Button at the
top right corner of your screen
and fill in the data. Add a picture
to avoid looking like a spammer.


15

Twitter

Start Tweeting
Even before finding people to follow, we recommend tweeting a few things that
will give people an idea of the type of content you will be tweeting
So What Can You Tweet About?
1. An observation: Tweet about what you’re doing, thinking or feeling
2. What you’re reading: Post a link to an interesting blog post or news article
3. What you’re watching: Post a link to a cool video from Hulu or YouTube
4. What events you’re going to: Share a link to the next event you plan to attend
5. Promote your content: Post a link to your most recent company or personal
blog article
6. Promote someone else’s content: Post a link to someone else’s blog article
as a helpful resource
7. Chat with someone: Send messages using an @ sign before their username
8. Retweet what someone else has said: Retweet (using RT or Retweet in the
beginning of the message) to repeat what someone else has said
Remember That Your Most Valuable Asset Is The Information You Provide
Source:: Hubspot.com


Twitter

How To Get The Most Out Of Twitter – It Takes
More Than Opening An Account
• Participate in Twitter daily –
tweet, retweet or share

• Utilize tweet scheduling tools
with socialoomph.com

• Share content - link article
posts and blog posts to and
from twitter with tinyurl.com
• Use search tools to maximize
experience -search.twitter.com
– to follow and engage in
dialogue about topics key to
your business
• Use Time Saving Tools to
improve efficiency


16

Twitter

Twitter Rules To Live By

• Start out by answering the question, “What has your attention?”

• When promoting a blog post, ask a question or explain what’s coming
next (Don’t just attach a link)

• Tweet about other people’s stuff. Sharing is Caring in Twitter world

• Ask questions. Twitter is GREAT for getting opinions

• When you DO talk about your stuff, make it useful. Give advice, blog
posts, pictures, etc.

• Share the human side of your company. Share pictures and other
human (animal) things about your company

• Don’t toot your own horn too much


Conclusion
Successfully Social Media Engagement Can Be
Broken Down Into Four Inter-Connected Activities
Monitor web for Communications
conversations on with relationships
key topics and communities

Listening Networking

Publishing Sharing
Create and post Promote and foster
content for public innovative ideas
consumption and concepts


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Conclusion
Key Concepts To Be Mindful Of When You Get
Started
• Develop A Strategy – Align The Path You Will Set Out On With The
Objectives Of The Journey – How Will This Activity Help Me Achieve My
Business Goal?
• Keep It Simple – Have A Simple System And Automate Everything You
Can – Minimize The Time Spent, Do Not Jeopardize The Results
• Abolish The Fear Of Transparency – Effective Social Media
Participation Requires A Paradigm Shift –Embrace The Fact That You
No Longer Control The Conversation And What People Say About Your
Business
• Be Flexible - Refresh Objectives And Strategies On A Regular Basis,
Make Sure You’re Still On Target And Remain Flexible

“Marketers Who Embrace Social Media Will Outdistance Competition,
Build Community Following, And Boost Loyalty” - Forrester Research


Case Study

Kogi Korean BBQ; A Taco Truck
Brought To You By Twitter
@kogibbq on Twitter
• Nov. 20 soft opening in LA - 53,800
followers as of January 29
• Roving vehicle has emerged as a social-
networking juggernaut, drawing 300 to 800
people each time it parks (often several
times in an evening)
• Spawned a burgeoning cyber-hippie
movement affectionately referred to as
"Kogi Kulture.“
• Constant Twitter feed connects truck-
followers and updates them about whether
Kogi is going to be late to its next stop
• Sales have increased 3,000%

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Case Study

Eat’n Park Restaurant Chain; Dynamic
Strategy Change, Rapid Communication
@smileycookie on Twitter
• Based at the Pittsburgh waterfront development, tweets
as @smileycookie and has a Facebook fan page, blog
and e-mail list - all of which were created to find "different
ways to communicate and relate with our guests“
• After it was clear the Penguins would play a game 7 in
the Stanley Cup Final, Eat'n Park quickly moved to offer
a 20 % discount on takeout for game day knowing
customers would want to be at home in front of the TV
• Online tools also allow the chain to make short-term
changes in strategy
• In response to the coupons offered on Facebook, Twitter
and by e-mail, takeout sales shot up 60 % that day


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lynn@cbc-group.net 617.437.9191 www.cbc-group.net


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