The document provides an overview of using social media for business purposes. It discusses strategies for using various social media platforms like Twitter, Facebook, and LinkedIn to engage customers, build brands, and promote businesses. Specific tips are provided for using each platform effectively and measuring the success of social media efforts.

1. April 21, 2010 [email_address] @greenrobeen SOCIAL MEDIA for Mompreneurs Robin Frank

2. The Reason We’re Here Tonight… April 21, 2010 [email_address] @greenrobeen

3. Agenda Social Media Overview Strategy Platforms Twitter Facebook Linkedin Streamlining your presence Great Social Media: Examples (if we have time  )

12. Every Word Online is an Opportunity for Branding and Promotion Twitter/Facebook - the cocktail conversation/dinner party Facebook : maintaining relationships with friends and family Twitter: creating new relationships - then move to LI/ FB Tips Intersection between social and professional lives Valuable business tools AND stay in touch Keep it professional but a bit more playful Linkedin - the business meeting Interactive resume and rolodex Keep it professional

15. 5,000,000,000 The number of web links, news stories, blog posts, notes, photos, etc. shared each week on Facebook

16. 50,000,000 The number of Tweets per day on Twitter.com

22. Social Media Influences People 91 % say consumer reviews are the #1 aid to buying decisions - JC Williams Group 87 % trust a friend’s recommendation over critic’s review - Marketing Sherpa 3 times more likely to trust peer opinions over advertising for purchasing decisions - Jupiter Research 1 word-of-mouth conversation has impact of 200 TV ads - BuzzAgent * Slide courtesy of Digital Influence Group

23. Who is talking about your company? your customers your donors your volunteers your employees your investors your critics your fans your competition .... anyone who has internet access and an opinion .

24. Small Markets are the New Mass Market “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.” Brian Solis, The Social Media Manifesto

25. 1. LISTEN

26. Step 1: Listen Find where your audience is participating and indentify the influencers Read industry blogs (including comments) Google your company name & your competition Find tools that can help you listen

27. Step 1: Listen

28. 2. LEARN

29. Step 2: Learn What do your customers need? What customer types exist? What are they looking for? Where do they go? How do they like to interact? How much time do they have? How willing are they to share openly? Do they want exposure? Do they want to shape the industry or influence the next generation?

30. 3. LAUNCH

31. Step 3: Create Your Social Media Launch Plan Business Goals Engagement Plan Measure Success

32. Business Goals Boil it down to one sentence that gets to the core Increase Brand Awareness , Personalize Your Brand Collaborate with Customers , Gain Insight , Co-create Products Decrease Cost of Customer Service Optimize Site, Better Search Results, More Traffic Establish Yourself as a Thought Leader, Educate Customers Increase Sales

33. Engagement Plan What will you publish? Where will you publish? How often will you publish? Balance (content, events, 1:1, outreach) Integrate with traditional channels Tips

34. Share your content Don’t be afraid to share. Corporations, like people, need to share information to get the value out of social media Make your content easy to share Incorporate tools that promote sharing: Share This, RSS feeds, Email a friend

35. Contribute in a meaningful way Think like a contributor , not a marketer Consider what is relevant to the community before contributing Don’t promote your product on every post Win friends by promoting other people’s content if it interests you

36. Be personal and act like a person Don't shout . Don't broadcast . Don’t brag . Speak like yourself – not a corporate marketing shill or press secretary Personify your brand – give people something they can relate to. Don’t be a social media schizo – have a consistent presence online

37. Measure Your Success

38. Success Metrics # fans, # followers, # friends # of comments # of retweets # mentions # links clicked Sales Response time Issues resolved Traffic increase to site Subscriptions Build an ROI set based on your dimensions of value. Include a mix of qualitative and quantitative.

39. Leveraging Social Media Learn what people are saying about you Create buzz for events & campaigns Increase brand exposure Identify and recruit influencers to spread your message Find new opportunities and customers Support your products and services Improve your search engine visibility Gain competitive intelligence Get your message out fast Retain clients by establishing a personal relationship Be an industry leader – not a follower

40. What is Twitter Twitter is like public instant messaging with a timeline. Twitter lets you write and read messages of up to 140 characters, or the very length of this sentence, including all punctuation and spaces. Tweets can be sent from the Twitter website, other platforms, and your mobile phone. 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.

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

42. Twitter Profile Me ! My stats My lists People I follow Links to websites, photos, videos, etc.

43. Twitter is now mainstream Ranked 15 th most popular website in the world. So far in 2010, Twitter’s usage has continued to show significant growth. Currently: 70 million users. 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. Free to set up and get started. Can be linked to your Facebook account.

44. How Do I Get Started? Create a user-friendly Twitter ID Search for people to follow Learn the lingo Know who @ replies to you Read the bio of those who follow you Reach out and say something Promote others and share your best information Learn the etiquette Add your Twitter ID to all of your signatures Direct Message (DM) private conversations

45. Twitter Etiquette #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. #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. URL shorteners: tinyurl.com/ , bit.ly/ ow.ly – 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 Bit.ly links that have been created for the article.

46. REI - Updates and Promos

47. Sephora - Brand Per sonality

48. Gather Customer Feedback

49. Customer/Brand Building

50. ZAPPOS: Extending the brand Zappos, an online shoe retailer, makes customer service central with a focus on “making personal and emotional connections.” Divert marketing budget to customer service (they outsource marketing to their customers; they don’t outsource their call centre) Use Twitter to promote their brand Website displays any public tweets mentioning of their brand CEO has over 400,000 followers 430 employees on Twitter $1billion in sales last year and their expanding into new product categories

51. Emergency: CDC Issues Swine Flu Alerts

53. Not all Followers are Equal Are your followers active? Active users share your links, they give you feedback, they talk to you. 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?

54. Twitter for (Local) Businesses Track your sales, promotions, coupons Twitter is not Facebook Real-time communication (if they don’t check for an hour might miss your deal) Re-cycle tweets Create a conversation Don’t blast promotions non-stop, intersperse them with news, stories, industry, fun Sell last-minute inventory Pump up business during lulls, discount last-minute unsold goods Tools Twitter search, Tweepsearch Twitterlocal, NearbyTweets

55. Facebook Fastest growing social network in the world (400 million active members) 56% of site in US is women! Powerful tools to engage and understand your audience: Brand pages Custom applications Targeted advertising Audience insights/metrics Opinion polls

57. Facebook Now Commands 41% of Social Media Traffic Source: comScore

58. Facebook Pages Your brand’s homepage on Facebook. Allow you to post photos, videos, events and other messages. Users interact with you by Becoming fans Commenting on your posts Participating in discussions Post photos to your page Fans see your page updates in their newsfeed

65. Facebook Advertising Facebook ads give you the ability to advertise directly to specific demographic groups 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

66. Facebook Advertising - Targeting Location Age Sex Keywords (appear in your users profile) Education Workplace Relationship status Relationship interests Languages Friends of friends

67. Facebook Advertising - Placement THE TOOLS

68. Facebook Advertising – Design What you need: Ad message (title and body) Image (make it compelling) Destination URL (where you want the ad to take people – keep it within Facebook!) Social actions (optional)

69. Facebook Advertising – Social Actions Social actions show related stories about a user’s friends alongside your ad. People can vote whether they like or dislike your ad.

70. Facebook Advertising – Pricing Very affordable and easy to control your budget You can specify a daily budget Schedule specific dates for your ad to run Pay for clicks (CPC) or impressions (CPM)

71. Facebook Advertising – Analytics Facebook Insights : Track ad performance with real-time reporting Gain demographic and psychographic insights about people that view or take action on your ad Use this information to identify how you can improve your campaign to maximize your results

72. Facebook Advertising – Recommendations Identify clear goals for your ad Know who you’re trying to reach Ensure ad headline, copy and image is relevant Experiment to get it right Monitor your campaign and adjust Know when to quit

73. Facebook Applications Applications are entertainment and productivity tools that run within Facebook Give users a unique ways to interact with your brand by developing your own applications, or add existing applications, to your page When fans use your applications social stories are created that appear in their friends news feed and link back to your page

74. Facebook Applications

75. Facebook Connect Add social capabilities to your website by integrating with Facebook: Users log in to your website with their Facebook identity You can access their profile information to learn more about them and deliver targeted content Publish information back to their friends’ streams on Facebook to bring their friend to your website

76. LinkedIn – Professional Social Network Contains profiles of Fortune 500 executives and leading entrepreneurs average individual salary on LinkedIn is $109,000 60 million users in 200 countries On LinkedIn your can: Post a profile and resume Connect with colleagues Share professional recommendations Find jobs Forums to demonstrate expertise and find answers

77. Linkedin Groups Similar to Facebook pages Search for relevant groups based on keywords professional interest, alumni, professional, etc. Invitation and approval: can pre-approve Admins can email the entire group Reach members even if they don’t login to Linkedin Learn, contribute, build relationships and credibility Answer questions that relate to your expertise Ask questions and start discussions to find out what prospects care about and to become more visible Link blog posts to your group on LI Import RSS to news area, can do multiple feeds

79. Linkedin Profiles Buff up your account Upgrade your account - send inmails Join groups Post to discussions - get yourself known Event listings Drive traffic Links to blogs, websites, articles, books, etc Update your status - engage your network - goes to email Connect - paid, intro, or outside Linkedin Job posting and job search Send out a monthly “tip sheet” in your area just for your contacts.

81. Simplify Your Social Media Routine Use simple tools Twitter Desktop: Hootsuite Link/automate updates - Twitter, Linkedin, Facebook Mobile apps Twinfluence, Tweetreach Signatures Focus on sending high impact messages Figure out which social media platforms give you the most value Let go of the need to read everything. Learn to scan Form close relationships with people who give you the most value, not everyone

82. Hootsuite

83. Delicious - Bookmarking

84. Wisestamp.com

85. A Few Thoughts Social Media is a Toolset not a Checklist As they say.. It’s not what you know, it’s who you know Control spectrum Blog-Facebook-Twitter Automate as much as possible Increase exposure not workload You don’t need to respond to everything Blog, tweet, wall post, etc. Make people feel loved and listened to in a larger way without it being a direct one-to-one dialogue

86. Inspiration and Credits Social media Is.... slideshare.net/leewhite/social-media-is What the F**K is social media slideshare.net/mzkagan/what-the-fk-social-media The Social Media Manifesto briansolis.com/2007/06/future-of-communications-manifesto-for.html Groundswell Blog blogs.forrester.com/groundswell/2007/12/the-post-method.html Tactica Interactive Communications tactica.ca SmartBrief on Social Media smartbrief.com/socialmedia/ Inside Facebook insidefacebook.com Sorel Denholtz

87. Thank you! Robin Frank @greenrobeen [email_address]

88. Great Social Media

89. Blendtec – Will it Blend? Blendtec was a faceless B2B/B2C blender manufacturer that couldn’t afford a traditional marketing campaign Published low-cost videos of CEO blending everything from iPhones, hockey pucks to the financial bailout Launched the website WillitBlend.com and a YouTube channel http://www.youtube.com/blendtec

90. Blendtec – ROI Videos went viral generating “ millions of dollars in brand recognition ” Channel Views: 3,469,098 Subscribers: 183,949 Online Blendtec blender sales increased 500% The videos have made over $50,000 in ad revenue turning the marketing department into a profit centre

91. Charity: Water – From Twitter to Africa September 08: Twitter founder Biz Stone tweets about Charity: Water , which builds wells in Ethiopia. Charity: Water asks people with September birthdays to accept online donations in lieu of gifts and raised $4500 , enough to build a well The " social media birthday " was born; asking for donations from online friends to celebrate your birthday

92. Charity: Water - $250,000 raised January 09: Tweets begin promoting the First Annual Twestival (a Twitter Festival) in support of Charity: Water: 202 real-life meetups across the globe, hosted by volunteers $250,000 USD raised at these events 55 wells are planned across Africa & India

93. Charity: Water – Breakthrough Exposure April 09: The first "well that Twitter built" is dug April 09: Actor Hugh "Wolverine" Jackman challenges Twitter to tell him, in 140 characters or less, what charity he should support Convinced by Twitter, Jackman announces his $50,000 gift to Charity: Water on Ryan Seacrest's radio show, providing huge exposure for the charity

94. Charity: Water – Phase 2 Social media campaign expands: Staff post Twitter updates delivering the results of donations Website hosts videos of drilling progress made in Africa A driller tweets live from Central African Republic Hundreds of videos uploaded to YouTube by charity and supporters http://www.youtube.com/user/charitywater Facebook Causes page with over $61,000 donated

95. IKEA: photo tagging genius http://www.youtube.com/watch?v=0TYy_3786bo

96. Engaging with People: Starbucks asks for ideas My Starbucks Idea

97. People vote

98. The best ideas are implemented

99. The T-Mobile Dance T-Mobile: An emotional connection

100. 18.5M views to date

101. Instead of a 2010 Super Bowl ad… Pepsi decided to give money away Doing good: Pepsi Refresh Project

102. $1.3M every month Pepsi Refresh Project

103. Based on community voting

104. GAP: Extending the brand Interactive Facebook page GAP Facebook Page

105. Facebook refers more traffic to calacademy.org than any site but search engines. ~6000 visits monthly. Building the web audience: California Academy of Sciences

106. NightLife at the California Academy of Sciences

107. 1300onFillmore Local businesses: Getting people in the door

108. Crowdsourcing Wikipedia

109. Location-based tools

110. Budweiser asks consumers to help select which commercial to show during the big game

111. THE TOOLS Photo sharing sites give you a place to upload and organize your photos 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.

112. THE TOOLS detail the launch of a new product , from initial sketches to the launch party promote special events , charitable campaigns , and awards ceremonies provide an inside look at your organization, making it appear glamorous , busy , fun , or innovative

113. THE TOOLS Do tag your photos with relevant keywords use your web site address or brand name as your Flickr screen name upload quality photos of your products/services , and things related to your business link prominently from your web site to your Flickr photostream Don’t stuff linked keywords into your photo descriptions or comments plaster your URL all over the photos you upload discourage people from using your photos (as long as they provide attribution such as a link back to your website)

114. Video sharing helps you gain exposure and direct traffic back to your website sparks interest without a hard-sell videos can be low-fi and cheap to produce - immediacy and content is more important than quality. videos can be a place to showcase your leadership in a field, and spread customer testimonials

115. Video sharing Do be informative , useful , or entertaining create a summary and detailed description post video replies to others allow commenting and participate in the conversation save bandwidth costs on your website by hosting videos on YouTube Don’t just upload infomercials be afraid to experiment until you find a formula that works. pull down other people’s videos showcasing your product for copyright infringement make your video longer than it needs to be – keep it concise and entertaining