How to use social media for business without making an ass of yourself
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A presentation I gave for the International Association of Business Communicators in Christchurch, NZ.
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How to use social media for business without making an ass of yourself
- 1. The Golden Rules of Social Media for Business
- 3. What you really came here for
- 4. And now for a brief interlude...
- 5. [video] Social Media Revolution from Socialnomics author Erik Qualman http://www.youtube.com/watch?v=sIFYPQjYhv8
- 6. So what is this social media stuff anyway?
- 7. Social media: the term used to describe websites that enable interaction among people
- 8. What it is, really…
- 10. How New Zealand compares Source: Perceptive Attitude New Zealand survey
- 12. Source: Compete The big numbers
- 13. Let’s look at some specifics
- 18. How big is YouTube? It would take more than 400 years to watch all the videos on YouTube. 13 more hours of video are uploaded to YouTube every minute. By the time you finished your 400 years, another 312,000 years of video will have been uploaded.
- 20. How does it work?
- 21. Twitter
- 22. Make it easy on yourself
- 23. Social media is mainstream
- 24. Social media is mainstream
- 25. Why should your business care?
- 26. ‘ False’ is the term most closely associated with advertising Source: The Nielsen Company/BuzzMetrics
- 27. In whom do we trust? Source: The Nielsen Company, April 2009
- 30. Core Principles
- 32. Core Principles
- 33. Core Principles
- 37. Be human Woooo Hoooo Thanks for following me on Twitter. Please check out our SEO & Internet Marketing Services ...whatever, loser.
- 38. Be yourself. Your corporate purpose can be found in the humanity of your customers
- 39. ???
- 40. Kaila Colbin, PMP, BSc www.missinglinknz.co.nz [email_address] @kcolbin @missinglinknz 027 466 2530 Level 1, 107 Cashel Street social media marketing for do-gooders
Editor's Notes
- Technology entrepreneur and social commentator Kaila Colbin is the founder of Missing Link, a communications consultancy with a focus on conversational marketing and global online communities. She has developed a particular expertise in provoking disruptive thinking about the future of the Internet. As well as the being the media advisor for organisations in the United States and New Zealand, Kaila is also the voice of the Web Genome Project blog and the Marketing Strategy Manager for MiniMonos, the social network for good green kids. Kaila is embedded in social media. She introduces herself on Twitter as “eternally curious and intrigued”; on LinkedIn as a “communicator, connector, ideas girl who makes things happen”. She uses her Facebook status updates to rally her ‘troops’. You can find her on You Tube being interviewed about social media. She blogs professionally, mainly for the Web Genome Project and Search Insider.
- Technology entrepreneur and social commentator Kaila Colbin is the founder of Missing Link, a communications consultancy with a focus on conversational marketing and global online communities. She has developed a particular expertise in provoking disruptive thinking about the future of the Internet. As well as the being the media advisor for organisations in the United States and New Zealand, Kaila is also the voice of the Web Genome Project blog and the Marketing Strategy Manager for MiniMonos, the social network for good green kids. Kaila is embedded in social media. She introduces herself on Twitter as “eternally curious and intrigued”; on LinkedIn as a “communicator, connector, ideas girl who makes things happen”. She uses her Facebook status updates to rally her ‘troops’. You can find her on You Tube being interviewed about social media. She blogs professionally, mainly for the Web Genome Project and Search Insider.
- Technology entrepreneur and social commentator Kaila Colbin is the founder of Missing Link, a communications consultancy with a focus on conversational marketing and global online communities. She has developed a particular expertise in provoking disruptive thinking about the future of the Internet. As well as the being the media advisor for organisations in the United States and New Zealand, Kaila is also the voice of the Web Genome Project blog and the Marketing Strategy Manager for MiniMonos, the social network for good green kids. Kaila is embedded in social media. She introduces herself on Twitter as “eternally curious and intrigued”; on LinkedIn as a “communicator, connector, ideas girl who makes things happen”. She uses her Facebook status updates to rally her ‘troops’. You can find her on You Tube being interviewed about social media. She blogs professionally, mainly for the Web Genome Project and Search Insider.
- Technology entrepreneur and social commentator Kaila Colbin is the founder of Missing Link, a communications consultancy with a focus on conversational marketing and global online communities. She has developed a particular expertise in provoking disruptive thinking about the future of the Internet. As well as the being the media advisor for organisations in the United States and New Zealand, Kaila is also the voice of the Web Genome Project blog and the Marketing Strategy Manager for MiniMonos, the social network for good green kids. Kaila is embedded in social media. She introduces herself on Twitter as “eternally curious and intrigued”; on LinkedIn as a “communicator, connector, ideas girl who makes things happen”. She uses her Facebook status updates to rally her ‘troops’. You can find her on You Tube being interviewed about social media. She blogs professionally, mainly for the Web Genome Project and Search Insider.
- Social media dominates the Internet. Your target market is paying more attention to social media than other media. In 2008, people spent 45 billion minutes actively conversing through online words, pictures, and videos. More people visit social media sites than have email accounts—that’s two thirds of the world’s Internet users Social media represents a shift in how we discover, read and share news, information and content. Communication is no longer seen as a unidirectional flow of information from a single source. The combination of sociology and technology has changed online conversations from the traditional monologue model (one-to-many) to the more democratic dialogue model (many-to-many). You don’t just talk to your customers, you talk with them and engage them in an ongoing conversation. Get your company a piece of the action and start a global, online conversation about your business. Given social media’s popularity, credibility, and free information delivery, it’s the fastest and easiest way to reach people. It’s also incredibly effective— if you respect the fine line between entering conversations and shouting over the top. Simply, the benefit of social media is that by engaging your public on a personal, conversational basis, your public actually pays attention to what you have to say. Never before have we had the means to both target and connect with any given audience so cost efficiently. Tonight we will help you answer these two main questions: • Will using social media truly benefit my organisation? • Which is the best tool for me?
- Social media dominates the Internet. Your target market is paying more attention to social media than other media. In 2008, people spent 45 billion minutes actively conversing through online words, pictures, and videos. More people visit social media sites than have email accounts—that’s two thirds of the world’s Internet users Social media represents a shift in how we discover, read and share news, information and content. Communication is no longer seen as a unidirectional flow of information from a single source. The combination of sociology and technology has changed online conversations from the traditional monologue model (one-to-many) to the more democratic dialogue model (many-to-many). You don’t just talk to your customers, you talk with them and engage them in an ongoing conversation. Get your company a piece of the action and start a global, online conversation about your business. Given social media’s popularity, credibility, and free information delivery, it’s the fastest and easiest way to reach people. It’s also incredibly effective— if you respect the fine line between entering conversations and shouting over the top. Simply, the benefit of social media is that by engaging your public on a personal, conversational basis, your public actually pays attention to what you have to say. Never before have we had the means to both target and connect with any given audience so cost efficiently. Tonight we will help you answer these two main questions: • Will using social media truly benefit my organisation? • Which is the best tool for me?
- Social media dominates the Internet. Your target market is paying more attention to social media than other media. In 2008, people spent 45 billion minutes actively conversing through online words, pictures, and videos. More people visit social media sites than have email accounts—that’s two thirds of the world’s Internet users Social media represents a shift in how we discover, read and share news, information and content. Communication is no longer seen as a unidirectional flow of information from a single source. The combination of sociology and technology has changed online conversations from the traditional monologue model (one-to-many) to the more democratic dialogue model (many-to-many). You don’t just talk to your customers, you talk with them and engage them in an ongoing conversation. Get your company a piece of the action and start a global, online conversation about your business. Given social media’s popularity, credibility, and free information delivery, it’s the fastest and easiest way to reach people. It’s also incredibly effective— if you respect the fine line between entering conversations and shouting over the top. Simply, the benefit of social media is that by engaging your public on a personal, conversational basis, your public actually pays attention to what you have to say. Never before have we had the means to both target and connect with any given audience so cost efficiently. Tonight we will help you answer these two main questions: • Will using social media truly benefit my organisation? • Which is the best tool for me?
- Get everyone to stand and sit down
- Social media dominates the Internet. Your target market is paying more attention to social media than other media. In 2008, people spent 45 billion minutes actively conversing through online words, pictures, and videos. More people visit social media sites than have email accounts—that’s two thirds of the world’s Internet users Social media represents a shift in how we discover, read and share news, information and content. Communication is no longer seen as a unidirectional flow of information from a single source. The combination of sociology and technology has changed online conversations from the traditional monologue model (one-to-many) to the more democratic dialogue model (many-to-many). You don’t just talk to your customers, you talk with them and engage them in an ongoing conversation. Get your company a piece of the action and start a global, online conversation about your business. Given social media’s popularity, credibility, and free information delivery, it’s the fastest and easiest way to reach people. It’s also incredibly effective— if you respect the fine line between entering conversations and shouting over the top. Simply, the benefit of social media is that by engaging your public on a personal, conversational basis, your public actually pays attention to what you have to say. Never before have we had the means to both target and connect with any given audience so cost efficiently. Tonight we will help you answer these two main questions: • Will using social media truly benefit my organisation? • Which is the best tool for me?
- Blogs are websites where individuals and companies can post news, commentary and personal thoughts. There are over one hundred million blogs covering every possible subject. Blogs are an amplified version of word-of-mouth, with 80% of bloggers reviewing brands and products. Nokia asked prominent tech bloggers to review its top-of-the line phones in an effort to influence early adopters. By sending samples to 50 bloggers, the company said it gained thousands of online mentions and reached its target demographic through a medium they trust.
- Blogs are websites where individuals and companies can post news, commentary and personal thoughts. There are over one hundred million blogs covering every possible subject. Blogs are an amplified version of word-of-mouth, with 80% of bloggers reviewing brands and products. Nokia asked prominent tech bloggers to review its top-of-the line phones in an effort to influence early adopters. By sending samples to 50 bloggers, the company said it gained thousands of online mentions and reached its target demographic through a medium they trust.
- Facebook is where people create profiles to share with their friends and family, exchange personal news, and express brand loyalty by joining unofficial and official fan groups. Facebook has over two hundred million users—that’s three out of every ten people on the Internet. Starbucks got over six hundred thousand Facebook users to publically pledge that they would buy a Starbucks Red beverage during the month of December 2008.
- LinkedIn is where forty million users have created professional profiles and are connecting with colleagues, collaborators, and close clients. They use LinkedIn to network and receive referrals. eCommerce consultants Non-Linear Creations measured the behavior of people who entered their website via LinkedIn versus other social media, referring sites, direct traffic and search engines. Visitors who came via LinkedIn had conversion rates of 11%, while other channels were only 0–8%.
- YouTube is the most popular online video site, where anybody can create an account and share video content. Users visit YouTube to watch and comment on others’ videos or upload their own videos. People are increasingly turning towards YouTube—and away from television—to supply entertainment and information. Blendtec uploaded a series of videos of their blenders liquefying items such as Chuck Norris action figures and iPhones. Their pureed golf ball video was viewed almost five million times. For the cost of filming a simple video, the company reached millions, multiplied visitors to their site, and increased sales five-fold.
- Social media dominates the Internet. Your target market is paying more attention to social media than other media. In 2008, people spent 45 billion minutes actively conversing through online words, pictures, and videos. More people visit social media sites than have email accounts—that’s two thirds of the world’s Internet users Social media represents a shift in how we discover, read and share news, information and content. Communication is no longer seen as a unidirectional flow of information from a single source. The combination of sociology and technology has changed online conversations from the traditional monologue model (one-to-many) to the more democratic dialogue model (many-to-many). You don’t just talk to your customers, you talk with them and engage them in an ongoing conversation. Get your company a piece of the action and start a global, online conversation about your business. Given social media’s popularity, credibility, and free information delivery, it’s the fastest and easiest way to reach people. It’s also incredibly effective— if you respect the fine line between entering conversations and shouting over the top. Simply, the benefit of social media is that by engaging your public on a personal, conversational basis, your public actually pays attention to what you have to say. Never before have we had the means to both target and connect with any given audience so cost efficiently. Tonight we will help you answer these two main questions: • Will using social media truly benefit my organisation? • Which is the best tool for me?
- Twitter is a site where people and companies post short text messages about their activities and observations. Users can choose to view others’ messages by ‘following’ them. In turn, they attract ‘followers’ who view their messages. Twitter is currently the most rapidly rising social medium with a growth rate of over 1,000%. This month, Dell announced they had sold three million dollars worth of refurbished computers to their Twitter ‘followers’.
- Twitter is a site where people and companies post short text messages about their activities and observations. Users can choose to view others’ messages by ‘following’ them. In turn, they attract ‘followers’ who view their messages. Twitter is currently the most rapidly rising social medium with a growth rate of over 1,000%. This month, Dell announced they had sold three million dollars worth of refurbished computers to their Twitter ‘followers’.
- Twitter is a site where people and companies post short text messages about their activities and observations. Users can choose to view others’ messages by ‘following’ them. In turn, they attract ‘followers’ who view their messages. Twitter is currently the most rapidly rising social medium with a growth rate of over 1,000%. This month, Dell announced they had sold three million dollars worth of refurbished computers to their Twitter ‘followers’.
- Twitter is a site where people and companies post short text messages about their activities and observations. Users can choose to view others’ messages by ‘following’ them. In turn, they attract ‘followers’ who view their messages. Twitter is currently the most rapidly rising social medium with a growth rate of over 1,000%. This month, Dell announced they had sold three million dollars worth of refurbished computers to their Twitter ‘followers’.
- The world’s most successful organisations have embraced social media marketing – participating is no longer an option it’s a necessity. Coca-Cola’s homepage features Facebook A fifth of Fortune 500 companies have blogs, including Sun Microsystems’ four thousand staff bloggers. Every single one of the Fortune 500 are represented in LinkedIn. All but one are represented by director-level and higher level employees.
- The world’s most successful organisations have embraced social media marketing – participating is no longer an option it’s a necessity. Coca-Cola’s homepage features Facebook A fifth of Fortune 500 companies have blogs, including Sun Microsystems’ four thousand staff bloggers. Every single one of the Fortune 500 are represented in LinkedIn. All but one are represented by director-level and higher level employees.
- Social media dominates the Internet. Your target market is paying more attention to social media than other media. In 2008, people spent 45 billion minutes actively conversing through online words, pictures, and videos. More people visit social media sites than have email accounts—that’s two thirds of the world’s Internet users Social media represents a shift in how we discover, read and share news, information and content. Communication is no longer seen as a unidirectional flow of information from a single source. The combination of sociology and technology has changed online conversations from the traditional monologue model (one-to-many) to the more democratic dialogue model (many-to-many). You don’t just talk to your customers, you talk with them and engage them in an ongoing conversation. Get your company a piece of the action and start a global, online conversation about your business. Given social media’s popularity, credibility, and free information delivery, it’s the fastest and easiest way to reach people. It’s also incredibly effective— if you respect the fine line between entering conversations and shouting over the top. Simply, the benefit of social media is that by engaging your public on a personal, conversational basis, your public actually pays attention to what you have to say. Never before have we had the means to both target and connect with any given audience so cost efficiently. Tonight we will help you answer these two main questions: • Will using social media truly benefit my organisation? • Which is the best tool for me?
- Technology entrepreneur and social commentator Kaila Colbin is the founder of Missing Link, a communications consultancy with a focus on conversational marketing and global online communities. She has developed a particular expertise in provoking disruptive thinking about the future of the Internet. As well as the being the media advisor for organisations in the United States and New Zealand, Kaila is also the voice of the Web Genome Project blog and the Marketing Strategy Manager for MiniMonos, the social network for good green kids. Kaila is embedded in social media. She introduces herself on Twitter as “eternally curious and intrigued”; on LinkedIn as a “communicator, connector, ideas girl who makes things happen”. She uses her Facebook status updates to rally her ‘troops’. You can find her on You Tube being interviewed about social media. She blogs professionally, mainly for the Web Genome Project and Search Insider.
- Look around social media websites, set up accounts, see what leaders in your industry are doing. Come to our Social Media 4-hour seminar – August 19, 1pm – 5pm, $295+GST or $195+GST if you register by next Wednesday I’ll help you create, implement and manage a successful social media strategy that ties directly to your business objectives. You’ll also learn how to use medium-specific etiquette and jargon to ensure you’ll be welcomed as a community member. You now have a better understanding of how social media can benefit your organisation and the tools that may be right for you. In the course we’ll advance to looking at how you reach your target demographic and measure success. It will be an enjoyable four hours and you’ll take away techniques that you can apply immediately.
- Look around social media websites, set up accounts, see what leaders in your industry are doing. Come to our Social Media 4-hour seminar – August 19, 1pm – 5pm, $295+GST or $195+GST if you register by next Wednesday I’ll help you create, implement and manage a successful social media strategy that ties directly to your business objectives. You’ll also learn how to use medium-specific etiquette and jargon to ensure you’ll be welcomed as a community member. You now have a better understanding of how social media can benefit your organisation and the tools that may be right for you. In the course we’ll advance to looking at how you reach your target demographic and measure success. It will be an enjoyable four hours and you’ll take away techniques that you can apply immediately.
- Look around social media websites, set up accounts, see what leaders in your industry are doing. Come to our Social Media 4-hour seminar – August 19, 1pm – 5pm, $295+GST or $195+GST if you register by next Wednesday I’ll help you create, implement and manage a successful social media strategy that ties directly to your business objectives. You’ll also learn how to use medium-specific etiquette and jargon to ensure you’ll be welcomed as a community member. You now have a better understanding of how social media can benefit your organisation and the tools that may be right for you. In the course we’ll advance to looking at how you reach your target demographic and measure success. It will be an enjoyable four hours and you’ll take away techniques that you can apply immediately.
- Look around social media websites, set up accounts, see what leaders in your industry are doing. Come to our Social Media 4-hour seminar – August 19, 1pm – 5pm, $295+GST or $195+GST if you register by next Wednesday I’ll help you create, implement and manage a successful social media strategy that ties directly to your business objectives. You’ll also learn how to use medium-specific etiquette and jargon to ensure you’ll be welcomed as a community member. You now have a better understanding of how social media can benefit your organisation and the tools that may be right for you. In the course we’ll advance to looking at how you reach your target demographic and measure success. It will be an enjoyable four hours and you’ll take away techniques that you can apply immediately.
- Look around social media websites, set up accounts, see what leaders in your industry are doing. Come to our Social Media 4-hour seminar – August 19, 1pm – 5pm, $295+GST or $195+GST if you register by next Wednesday I’ll help you create, implement and manage a successful social media strategy that ties directly to your business objectives. You’ll also learn how to use medium-specific etiquette and jargon to ensure you’ll be welcomed as a community member. You now have a better understanding of how social media can benefit your organisation and the tools that may be right for you. In the course we’ll advance to looking at how you reach your target demographic and measure success. It will be an enjoyable four hours and you’ll take away techniques that you can apply immediately.
- Look around social media websites, set up accounts, see what leaders in your industry are doing. Come to our Social Media 4-hour seminar – August 19, 1pm – 5pm, $295+GST or $195+GST if you register by next Wednesday I’ll help you create, implement and manage a successful social media strategy that ties directly to your business objectives. You’ll also learn how to use medium-specific etiquette and jargon to ensure you’ll be welcomed as a community member. You now have a better understanding of how social media can benefit your organisation and the tools that may be right for you. In the course we’ll advance to looking at how you reach your target demographic and measure success. It will be an enjoyable four hours and you’ll take away techniques that you can apply immediately.
- Missing Link also offers one-on-one start-up consulting and ongoing coaching. We can guide you in setting up your corporate blog, establish systems and guidelines, and help create a voice for your company. If you have a big idea that is going to positively change the world, we will use social media to get others enthusiastically contributing to, adopting, and broadcasting it. It doesn’t matter if your idea is a public health campaign or a technical product launch; we can find and build an online community to embrace it. Missing Link’s expertise is applying social media for business: creating the various systems, guidelines, and processes to produce tangible results. We can help you to start genuine conversations that will provide rich customer feedback and sales. We’ll construct a social media service package to suit your needs, which may include: • Initial meeting and consultation • Information gathering about your marketplace, competitors, and customers • Presentation with recommendations including medium-specific etiquette and jargon to ensure you’ll be welcomed as a community member • Hands-on workshop in using the right medium effectively • Ongoing notification of arising opportunities • Periodic sincerity checks