Social Media For Business - Presented by Hannah to the The Product Development and Management Association of NY and NJ Nov. 16, 2011 hannahredmond.com

1. social media for business
in a social world
Hannah Redmond

2. “We now generate as much
information every two days as was
generated from the beginning of
time to 2003.”
-Eric Schmidt, Chairman, Google

3. Tonight
• Introduction: Social Media
Why you should care & what you need to know
• Social Media through a business lens
What you need to do & who is doing it best
• Challenges
And how to overcome them
• Q&A

4. What is social media?
“Social media is today’s most transparent,
engaging and interactive form of
communication. It combines the true grit of
real time content with the beauty of authentic
peer-to-peer communication.”
-Lisa Buyer, The Buyer Group

5. It’s about sharing
more than what you
ate for lunch.

6. Social Media Landscape
“Mega Spaces”
• Facebook
• Twitter
• YouTube
• Foursquare
“Niche Spaces”
• Google +
• Q&A sites
• Forums
• Blogs

7. Social media through a business lens
• User generated
content
• Decision engine
• 78% trust online
reviews before
buying a product*
*Nielson survey 2010

9. Why you should care
• Marketing
• Customer Service
• Communications/Public Relations
• Market Research

10. Marketing
• Helps SEO
• New opportunities to place marketing messages
• Build brand loyalty
• Continue the momentum of your offline
branding

12. Marketing
• Helps SEO
• New opportunities to place marketing messages
• Build brand loyalty
• Continue the momentum of your offline
branding

14. Marketing
• Helps SEO
• New opportunities to place marketing messages
• Build brand loyalty
• Continue the momentum of your offline
branding

18. Marketing
• Helps SEO
• New opportunities to place marketing messages
• Build brand loyalty
• Continue the momentum of your offline
branding

19. • 2700% increase in Twitter
followers
• 800% increase in Facebook fan
page visits
• 60% increase in Facebook fans
• 300% increase in traffic to brand
website
• YouTube subscribers more than
doubled
• Body wash sales more than
doubled
@replies included: Starbucks, Ellen, Gillette

20. Marketing: What to do?
1. Look at what your competitors are doing
2. Identify your influencers
3. Build an engaging brand presence with good
content
4. Make people come back for more

21. Customer Service
• 96% of dissatisfied customers don’t complain.
Of those, 63% won’t buy from you again.*
• Unparalleled customer service opportunity
* Strategic Planning Institute, 2010

24. Customer Service: What to do?
1. Be reactive and proactive
2. Centralize communication and don’t fear
negativity
3. Only open channels you can really manage
4. Be open, transparent, authentic

25. Communications/PR
• More ways to communicate a message
• News, media coverage, press releases have
bigger reach
• Allows for real-time monitoring & response
for a crisis

26. • 43,600 site visits from
100+ countries
• 660,000+ Twitter
characters contributed
• Fair Trade messages
tweeted out to more
than 12M
• Mentions in 1,000+ blogs

28. Communications/PR: What to do?
1. Use a consistent voice
2. Re-purpose product news content for online
3. Start conversations but also join existing ones
4. Push and pull. It’s 2-way communication.

29. Market Research
• Problems & opportunities in the market are
now easier to find
• Non-intrusive
• Listening tools + search provide key
information

31. Market Research: What to do?
1. Use listening tools to monitor your
product/brand
2. Track what’s trending/popular in your
industry to be first in a space
3. Find out what key influencers are saying

32. A comment on ethics
• Being transparent, open, and honest is key
• Not only is unethical, but can create a PR mess

33. Challenges in implementation
People, Knowledge,
Culture, Budget.
What industry are you in?

34. Key Takeaways
• Social Media is part of overall business
strategy
• Learn first, execute second
• Watch your competitors
• Content & audience is key
• Results can be measured
• Be authentic & transparent

35. More information
Blogs: Twitter:
mashable.com @mashable
socialmediaexaminer.com @scottmonty
larrywblog.com @copyblogger
businessesgrow.com @Cksays
heidicohen.com @techcrunch
womma.org @heidicohen
Books:
Socialnomics
The Tao of Twitter

36. Thank you