This document outlines strategies for effective social media use to enhance businesses. It discusses setting goals for platforms like Facebook, Twitter, LinkedIn and YouTube. Content should be created through calendars and respond to customers in a timely manner. Metrics should track results and plans reevaluated quarterly. Social media fits into overall marketing and requires resources. The same marketing principles apply in a new interactive way online to strengthen brands and engage audiences.

1. Effective Social Media to Enhance Your Business
Presented by Carla Hale

2.  Social media manager at The C-3 Group
 Co-founder of CultureMASH
 Board member of New Media Dayton
 Dayton native
 Sinclair/WSU alumn

3.  Social media goal setting
 Platforms
 3rd party tools
 Blogging
 Content Creation and Calendars
 Response – time and style
 Delegating resources to SM management
 How does SM integrate with the rest of the
web?

4.  The use of web-based and mobile
technologies to turn communication into
interactive dialogue.
 Social media is:
collaborative, network, conversation, sharing,
relationships, multi-dimensional, inclusive,
information, community, personalized,
empowering, real-time, content distribution, self-
expression, unity, dynamic, discover, power of the
masses

5.  Decide and commit to participating in the real time
web.
 Learn all you can.
 Learn the platforms, but also learn the philosophy.
 Listen - To customers, influencers, and
competitors.
 Develop policies and plans.
 Goal set.
 Track and measure.

6.  Gain exposure.
 Expand and enhance the brand.
 Gain new customers.
 Make money!
 All of this can be achieved through social
media.
 Social media fits into the overall business
or marketing plan. It is not separate.

7.  The same traditional principles of
marketing apply, in a new way.
 Social media needs a budget and
resources assigned to it, just as you would
any other facet of your marketing.
 A social media plan can exist
independently, but needs to be factored in.

8.  Strengthen Your Brand
 Engage Your Audience
 Increase Brand Awareness
 Improve Search Engine Rankings
 Increase Site Traffic
 Improve Customer Service
 Lead Generation
 Monitoring Your Online Presence
 Drive Conversions
 … Just to name a few…

9.  Started with BBS (Bulletin Board System) in
the 1970s.
 650 million+ on Facebook.
 200 million+ on Twitter.
 17 million+ on Google Plus…. In three
weeks
 10 million+ on Foursquare

10.  Social media revolution
 Nielsen reported 47 percent of Americans
visit Facebook daily.
 That compares to 55 percent who watch
TV, 37 percent who listen to radio, and 22
percent who read newspapers.

11.  Generating conversation vs. creating
noise
• It’s very easy to unlike a page on Facebook, or
unfollow on Twitter.
• You need to have something useful to say.
• Online consumers have the WIIFM mentality –
What’s In It For Me?
• What can you provide that is unique and valuable
to your customers?
• Conversation is a 2
(or more) way street.

12.  WOM – Word of Mouth
• SM can be one of the best ways word of mouth
messages spread about your company – good or
bad.
• “Satisfied customers tell 3 friends; Angry
customers tell 3,000.” – Pete Blackshaw
• There are social networks that exist solely for this
purpose – consumerist.com, angieslist.com,
yelp.com
Do you think
MTV wants to
know this?

13.  Transparency
• Trust is one of the hardest things to gain and the
quickest things to lose.
• Individuals in your organization should be
required to be transparent about their roles on SM
sites.
• Easy to get caught – everything on the internet is
in ink, not pencil.

14.  Authenticity
• Be who you are; Be who your brand is.
• Stay on topic (or related topics).
• Employees of the brand should stay within the
brand’s personality.
• Have disclaimers, disaster plans, guidelines for
when something goes wrong (it will) –
• Zappos – Their brand is all about customer
service and it shows.

15.  Reciprocity
• Promote others.
• Chris Brogan rule – promotes 12 others on
Tiwtter for every one time he promotes himself.
• Interact with similarly-minded biz’s.
• This is especially important for local biz.
• Social Media PR
• Don’t NOT do this, people notice that too.

16.  Brevity
• There’s a reason some people like Twitter
better…
• Learn from Seth Godin, publishes more
frequently, but shorter amounts.
• Keep people coming back for more.
• Clear and simple messages.
• Other media can tell your story –
images, vlogs, videos.

17.  Find Influencers and Learn
• Social media is always changing and there will
always be someone ahead of you. Learn from
them.
• Influencers in SM relating to almost every field –
B2B, B2C, NPOs, pharma, Small biz, restaurants,
etc.
• Engage with influencers to help you sell (not in a
SPAM way!) – social media elite, or twitterati…
whatever you call it, find them!

18.  Won’t fix a bad business
• Social media will always make something that is
bad from the beginning look worse.
• Either you will be attracting no one (looks bad) or
attracting angry, upset people (looks worse).
• Fix your business, then engage on SM.

19.  Commitment
• Social media is a commitment – most of the time
a daily commitment.
• Building your community, engaging with
customers is something the whole company can
(and probably) should be involved in.
• Social media success takes time, it does not
happen over night.

20.  First and foremost, discover what is being
said about your brand already (more than
likely, you are already being talked about)
 Who, What, Where, When and Why
 Now you know who to target, what they
are talking about, what channel(s) you are
being talked about on, timeliness, and why
(good or bad).

21.  There are free and paid tools available.
 Free:
• www.google.com/alerts
• www.socialmention.com
• www.search.twitter.com
• www.topsy.com
• www.twazzup.com
• www.monitter.com
• www.addictomatic.com
• www.trendsmap.com
• Facebook is not so easily monitored…

22.  There are free and paid tools available.
 Paid:
• www.radian6.com
• www.lithium.com
• www.collectiveintellect.com
• www.sysomos.com
• www.attensity.com
• www.webtrends.com
• www.nmincite.com (Nielsen)
• www.brandwatch.com

23.  First, analyze what you are already using – Email,
phone, newsletters, print, etc.
 Is this missing your target audience? Do they reflect
your brand?
 If yes, don’t get rid of them in place of SM.
 If no, consider eliminating.
 Ask yourself what is missing, who are you missing, are
you active or passive.
 Are you committed?
 Claim your business profile on all Social Media
channels.
• www.knowem.com

24.  Listening (keeps coming up, right?)
 Find what your brand presence currently
is, online communities you should engage
in, influencers, and similar companies.
 Decide who in the organization is
responsible for content generation/posting
and how often they need to be online
(Zappos has someone on Twitter 24/7)
 Decide overall topics to discuss.

25.  Create a content plan/calendar. (more on that in a
minute…)
 Set goals – relationships, raise awareness,
increase web traffic, increase sales, etc.
 Decide your core message and stick to it.
 Select the channels best for your brand based on
where your target is.
 Measure results.
 Reevaluate your overall plan periodically, each
quarter is suggested.

26.  Create a content plan/calendar. (more on that in a
minute…)
 Set goals – relationships, raise awareness,
increase web traffic, increase sales, etc.
 Decide your core message and stick to it.
 Select the channels best for your brand based on
where your target is.
 Measure results.
 Reevaluate your overall plan periodically, each
quarter is suggested.

27.  Intended for the use of your whole company
• Introduce the purpose of social media
• Be responsible for what you write
• Be authentic
• Consider your audience
• Exercise good judgment
• Understand the concept of community
• Respect copyrights
• Protect proprietary info
• Bring Value
• Find balance between social media and work

28.  Traditional
• IBM
 Innovative
• Victoria, Australia Government

29.  This is necessary, but somewhat tricky.
• Decide what is important to you overall.
• Enhancing customer service – Wright State
Housing
• Gaining more sales – difficult to measure if a
Facebook like will translate to sales
• Enhance the brand
• More YouTube views
• More blog comments

31.  650 million users
 Average user has 130 friends
 Average user creates 90 pieces of content
each month
 About 70% of Facebook users are outside the
United States
 There are more than 250 million active users
currently accessing Facebook through their
mobile devices.
 People that use Facebook on their mobile
devices are twice as active on Facebook than
non-mobile users.

32.  Let’s talk specifics about your pages….
 http://www.facebook.com/pages/
 After 25 Likes >
http://www.facebook.com/username
 Features: Wall, Info, Photos, Reviews
 Iframes
 Apps

33.  200 million+ users
 In the past year alone, the average number of
tweets per day has nearly tripled from 50
million to 140 million.
 For the past month, the average daily sign-up
rate has been 460,000 new accounts
 182% increase in the number of users tweeting
from mobile devices in the past year.

34.  @ Replys
 Trends
 Followers vs. Following
 Direct Messages
 Retweets
 Hashtags

35.  100 million+ users
 Operates in over 200 countries.
 85% of hiring managers use LinkedIn to find
candidates.
 61% of users are male, this is different from
other networks.

36.  Great for competitive intelligence
 “Answers” forum
 Private messaging
 Who’s viewed your profile
 Paid and free subscriptions
 Groups
 Recommendations
 Can follow companies

37.  490 unique visitors
 92 billion page views each month
 2.9 billion hours watched each month
 These stats do not include mobile or embedded
videos
 400 tweets per minute contain a YouTube link
 2nd largest search engine after Google

38.  Channels – allows viewers to see all of your
videos
 Can have a branded background
 Viewers can leave comments
 Showcase expertise
 Can aid in customer service

39.  Google Plus has gained almost 18 million users
since its inception
 Is not allowing business usage at this time
 “Circles” are lists of friends that you categorize
 Can share photos, links, tag people, etc similar
to Facebook

40.  Foursquare just reached 10 million plus
members
 A location based social network that can be
integrated with Facebook and Twitter
 Can see where friends are
 Businesses can offer deals to check-ins or
Mayors
 People can become mayor of a location after
checking in more than anyone else
 Foursquare awards badges for certain types of
check-ins
 Location is a top trend of 2011

41.  Creating a social media calendar allows
you to plan ahead for what you will talk
about.
 Saves time and resources.

42.  Tweetdeck
 Hootsuite

43.  Location Based Networks
 Facebook Social Graph
 Social Commerce
 QR Codes & SnapTags

44.  Geo-location networks and apps are becoming
more and more common-place.
• Foursquare, Gowalla, Loopt, Whrrl are all networks
specific only to location.
• Facebook launched Places about a year ago.
• Google is launching their own Places
 This will be important for businesses to monitor
who is checking in at their location.
 Businesses who participate in geo-location
networks can offer incentives for those who
“check-in”

45.  Social Plug-Ins will become the norm.
 This allows Facebook users to “Like” not
only business Pages, but also specific
items.
 The Facebook user can also see which of
their Facebook Friends have also “Liked”
that page or object.

47.  Social Network users are sharing what
they are purchasing, direct from an e-
commerce site.
• Their friends can weigh in on purchasing
decisions and “Like” them.
 Groupon and LivingSocial also prompt
users to share their purchases on Social
Networks.

49.  QR Code – Stands for Quick Response
Code.
• Scanned with a smartphone app and can link
directly to a URL, video, etc.
 Snap Tag – Usually a logo, able to be
used with older phones, as long as they
have a camera.
• Consumers can take a picture of the Snap Tag,
SMS message it to a number and then receive
promotional text messaging.

52.  Lastly, social media greatly affects your
SEO (Search Engine Optimization)
 Be sure to Google yourself often and see
what is found.
 Ideally, your website should be first,
followed by your social media channels.

53.  Scott Stratten
 Chris Brogan
 Liz Strauss
 Julien Smith
 Jason Falls
 Amber Naslund
 Brian Solis

54.  www.c-3group.com
 Chale@-c3group.com
 937-985-4234
 Twitter.com/carlaweishale
 Facebook/chale1
 Linkedin.com/in/carlaweishale

55. Effective Social Media to Enhance Your Business
Presented by Carla Hale