Presentation sponsored by Rolla Chamber of Commerce and presented June 23, 2011. (Replaces previous slide show of the same name. Fixed web address on final slide.)

1. Social media: Making it work for you Rolla Chamber of Commerce | June 23, 2011 @andrewcareaga | @MissouriSandT

2. Twitter hashtag: #RollaSocMedwww.slideshare.net/andrewcareaga

3. Source: Trevor Young , “Social media in a ‘tag cloud’ nutshell, Jan. 28, 2010 (trevoryoung.posterous.com/social-media-in-a-tag-cloud-nutshell)

7. Source: HubSpot, 101 Awesome Marketing Quotes (www.hubspot.com/101-marketing-quotes/)

12. a substitute

15. Opens opportunities to build new partnerships

16. Generates good sales leads

17. 73 percent reported a significant rise in search engine rankings

18. 48 percent said social media reduced their overall marketing expenses2010 Social Media Marketing Industry report, reported in Inc. online, April 23, 2010 (www.inc.com/news/articles/2010/04/how-social-media-helps-small-business.html)

19. Social media’s Big Four

20. Commonly used social media tools Source: 2011 Social Media Marketing Industry Report, Social Media Examiner, April 2011

21. Marketing isn’t going to go away. Nor should it. But it needs to evolve rapidly and thoroughly, for markets have become networked and now know more than business, learn faster than business, are more honest than business, and are a hell of a lot more fun than business. The Cluetrain Manifesto

22. Blendtec’s “Will It Blend?” videos on Youtube: www.youtube.com/user/Blendtec

23. Amazon’s mp3 music stream on Twitter: www.twitter.com/amazonmp3

24. vitaminwater on Facebook: www.facebook.com/vitaminwater

25. Old Spice Man on YouTube: www.youtube.com/user/OldSpice

26. Image via Anna Vignet, www.flickr.com/photos/annnna/2228189828/

27. Humanize your business Image via www.chilloutpoint.com/featured/human-and-robots-visions-of-the-future.html

28. Communicating in a human voice adds a sense of personal and sociable human contact to the interaction with the public. … [P]erceived conversational human voice may promote trust, satisfaction, and commitment in relationships between an organization and the public, which in turn results in favorable behavioral intentions toward an organization. Hyojung Park Missouri School of Journalism Source: MU News Bureau, “Use of Human Voice in Social Media Can Help Organizations Build Relationships,” May 18, 2011.

32. Connect with your customers

34. Extend your reach Image via msspider66 www.flickr.com/photos/msspider66/44397492/

35. Jack Dorsey: St. Louis native, Missouri S&T alum, Twitter co-founder

36. Jack Dorsey has more followers on Twitter (1,691,086) than The New York Times has subscribers (877,000)@jack followers on Twitter as of June 18, 2011; New York Times subscribers as of Sept. 30, 2010

37. Put yourself in control Image via Ben McLeod www.flickr.com/photos/benmcleod/523653908/

39. Diving in … ‘Like skydiving, a lot of learning comes from doing.’ Brad J. Ward, co-founder, BlueFuego.com, “Skydiving Into the Social Web,” Squaredpeg.com, Jan. 6, 2010

40. But before you dive in… Are you ready? Research Planning Resources Cartoon courtesy of @debrasanborn

41. Research Who are your customers? What are they doing online? Where are they going online?

42. Research: Socialgraphics Where are your customers online? What are their social behaviors online? What social information or people do they rely on? What is their social influence? How do your customers use social media in the context of your business? Adapted from Charlene Li and Jeremiah Owyang, Social Strategy: Getting Your Company Ready,” April 14, 2010 (www.slideshare.net/jeremiah_owyang/social-strategy-gettingcompanyreadyapr14final)

43. 5 keys to social media success Listen Add value Respond Do good things Keep it real Adapted from Aliza Sherman, “Revisiting 10 Golden Rules of Social Media,” Web Worker Daily, Jan. 5, 2010, www.webworkerdaily.com/2010/01/05/ revisiting-10-golden-rules-of-social-media/

45. Twitter search

46. Active monitoring

47. Hootsuite

50. Google Alertsgoogle.com/alerts

51. Listening tools: Hootsuite Hootsuite.com

52. Listen + respond + add value + do good

53. Twitter saves the day!

58. The social media audit What is your business currently doing in social media? Who are your internal experts? (Identify and involve them.)

60. Know what’s already workingBeware the bandwagon Understand your audience(s) Feed your social media beast

64. Measures (metrics)

65. Management

66. Resources

67. Content (type and source)

71. Management and resources Who is the social media “owner” in your business? How do you allocate time and staffing?

73. User-generated?

74. Tone?

75. Frequency?

76. Interactive!

78. Personal?

80. Source: Stephanie Schwab, “Finding Your Brand Voice,” SocialMediaExplorer.com, March 31, 2011

81. Guiding principles Empower employees to use social media to further your business goals Make it easy for them to use social media for that purpose Reinforce or expand on existing policies to make sure your business is protected

83. Know what’s already workingBeware the bandwagon Understand your audience(s) Feed the beast

84. Commonly used social media tools Source: 2011 Social Media Marketing Industry Report, Social Media Examiner, April 2011

85. The social media cheat sheet www.thenextweb.com/shareables/2010/03/07/the-social-media-cheat-sheet/

86. The social media cheat sheet www.thenextweb.com/shareables/2010/03/07/the-social-media-cheat-sheet/

87. Source: Charlene Li and Jeremiah Owyang, “Social Strategy: Getting Your Company Ready,” April 14, 2010 (www.slideshare.net/jeremiah_owyang/social-strategy-gettingcompanyreadyapr14final)

88. 4. FEED ME, SEYMOUR!

89. Source: HubSpot, 101 Awesome Marketing Quotes (www.hubspot.com/101-marketing-quotes/)

90. Helpful hints: Facebook Facebookers “like” food Most “liked” pages: movies, TV shows, books, musicians/bands Least “liked” pages: religious organizations, pets, bars, pharma Sharing video more effective on Facebook than Twitter Click-through rates are higher on weekends Source: Dan Zarrella, “The Science of Social Media ,” smsci.danzarrella.com

91. Helpful hints: Facebook & Twitter Numbers matter Bigger and louder works – to a point Avoid “link fatigue” Stay positive It isn’t all about you (your business) Use combined relevance Help your audience look cool Source: Dan Zarrella, “The Science of Social Media ,” smsci.danzarrella.com

93. Street team of fans to spread the word in their own networks

94. Promote through your newsletter, on your website, in your blog, etc.

95. Promote in all printed materials (brochures, business cards, etc.)

96. Promote in your email signature

97. QR codes

99. What’s next? Social media goes mobile

100. Source: Cliff Kuang, “Infographic of the Day: 15 Facts About the Internet In 2015,” www.fastcodesign.com/1663953/infographic-of-the-day-15-facts-about-the-internet-in-2015

101. What’s next? Social media goes mobile + local Nearby tweets

102. Location as platform “In a perfect world, these location-based social networks would act like browsers, able to see and post interoperable location-based data from and to any platform.” Marshall Kirkpatrick, “Foursquare Launches Location Layers – This Is Big,” ReadWriteWeb.com, July 6, 2010

104. Special offers to social media users

105. Create “tips” to highlight history, unique features

107. In conclusion…

108. Don’t be afraid to fail

109. Its easy to get stuck in the past when you are trying to make a good thing last -Neil Young 12/21/2012 Courtesy of Mark Greenfield (@markgr)

110. Thank you! Andrew Careaga about.me/andrewcareaga Twitter: @andrewcareaga