Business Focused Social Media


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Your customers are already talking about you online. Do you like what they are saying? Social media is a powerful tool to connect and engage with friends, community members, and customers, both locally and online. How can you utilize these platforms to be effective for you and your company? Learn about the power of online brand communication, and the power of good word of mouth.

This course will cover the different platforms that businesses need to know, best practices, and upcoming platforms. The class will then focus on the specifics of executive leadership on social media, especially the importance of tactical transparency, and legal issues, copyright issues, and privacy issues. The application of social media strategy will be a final point used to tie the day together.

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Business Focused Social Media

  1. 1. Business Focused Social Media Training
  2. 2. Agenda <ul><li>Social media platforms </li></ul><ul><li>Real world applications </li></ul><ul><li>Questions and break time </li></ul><ul><li>Strategy and campaigns </li></ul><ul><li>Tools </li></ul><ul><li>Wrap-up and Questions </li></ul>
  4. 4. Social Media Platforms <ul><li>Facebook </li></ul><ul><li>Twitter </li></ul><ul><li>LinkedIn </li></ul><ul><li>Youtube </li></ul><ul><li>Flickr </li></ul><ul><li>Other important definitions: </li></ul><ul><li>Avatar </li></ul><ul><li>Crowdsourcing </li></ul><ul><li>Viral </li></ul>
  5. 5. Facebook <ul><ul><li>Online social community </li></ul></ul><ul><ul><li>Users create profile page, add friends, plan events, and communicate </li></ul></ul><ul><ul><li>> 350 million active users; registration is required </li></ul></ul><ul><ul><li>Primarily popular in North America, Europe and Australia </li></ul></ul><ul><ul><li>Most engaging if updated at least on a weekly basis </li></ul></ul><ul><ul><li>More personal than other SM channels </li></ul></ul>
  6. 6. Facebook Personal News Feed
  7. 7. Facebook Personal News Feed Top News
  8. 8. Facebook Profile Page
  9. 9. Facebook Public Page
  10. 10. Facebook Fanpages <ul><li>Fanpage: public profile; share your business and products with Facebook users; visible to unregistered users </li></ul><ul><li>Further reading: Pages vs Groups: What’s the Difference? </li></ul>
  11. 11. Facebook Fan Page
  12. 12. Facebook Fan Page Landing Page
  13. 13. Twitter <ul><ul><li>Online micro-blogging site; post entries limited to 140 characters </li></ul></ul><ul><ul><li>Users are followed by others and choose to follow people. </li></ul></ul><ul><ul><li>> 50 million registered users </li></ul></ul><ul><ul><li>Useful tool to share information quickly </li></ul></ul><ul><ul><li>Information is updated constantly, responses must happen quickly; needs to be monitored daily </li></ul></ul><ul><ul><li>Effective tool to build buzz before, during and after events </li></ul></ul>
  14. 14. Twitter Stream
  15. 15. Twitter Profile Page
  16. 16. New Twitter Stream
  17. 17. New Twitter Profile Page
  18. 18. Twitter <ul><ul><li>Hashtags for events (e.g., #SEWSM or #UwaterlooSEW) </li></ul></ul><ul><ul><li>Makes it easy for people to search for information </li></ul></ul><ul><ul><li>Searchable key words for YOU </li></ul></ul><ul><ul><li>Retweet (RT) </li></ul></ul><ul><ul><li>Be polite </li></ul></ul>
  19. 19. LinkedIn <ul><ul><li>Business-oriented social networking site; build online resumes and network; companies post jobs and accept resumes online </li></ul></ul><ul><ul><li>Unique; encourages users to build connections with previous known people, and then request introductions to 3 rd party connections </li></ul></ul><ul><ul><li>Groups = company or common interest based </li></ul></ul><ul><ul><li>Used by working professionals; discussion boards can be very active and should be monitored weekly </li></ul></ul>
  20. 20. LinkedIn Profile Page
  21. 21. LinkedIn Group Page
  22. 22. Youtube <ul><ul><li>Video-sharing site; upload videos to channels; videos can be tagged, placed into specific playlists to aid in organization </li></ul></ul><ul><ul><li>Easily placed into other web content (websites, e-newsletters, etc) </li></ul></ul><ul><ul><li>Share footage from events and should be used as a depository for footage and information after major campus events </li></ul></ul><ul><ul><li>> a billion views a day </li></ul></ul>
  23. 23. Branded YouTube Channel
  24. 24. YouTube Playlist
  25. 25. Flickr <ul><li>  </li></ul><ul><ul><li>Image and video hosting online community; create profiles and photo albums that can be tagged and classified </li></ul></ul><ul><ul><li>Hosts > 4 billion images </li></ul></ul><ul><ul><li>Useful tool to house photos posted in blogs and newsletters; albums should be clearly labeled and tagged </li></ul></ul>
  26. 26. Flickr photostream
  27. 27. Avatar <ul><ul><li>Online representation of a person or company </li></ul></ul><ul><ul><li>Can be 3D, 2D, 1D or text based (e.g. your online user name on Twitter is an avatar, as is the profile picture of yourself). </li></ul></ul>
  28. 28. twibbon
  29. 29. Crowdsourcing <ul><li>Distributed problem-solving and production model </li></ul><ul><li>Problems are broadcast to an unknown group of solvers in the form of an open call for solutions </li></ul><ul><li>Users - also known as the crowd - typically form into online communities, and the crowd submits solutions </li></ul><ul><li>Crowd sorts through the solutions, finding the best ones </li></ul><ul><li>Best solutions are owned by the entity that broadcasted the problem in the first place - the crowdsourcer - and the winning individuals in the crowd are sometimes rewarded </li></ul>
  30. 30. Viral <ul><li>Messages passed from person to person through their social networks </li></ul><ul><li>To create successful viral messages: </li></ul><ul><ul><li>Identify individuals with high Social Networking Potential (SNP) </li></ul></ul><ul><ul><li>Communicate information that high SNPs are likely to pass on through their social network </li></ul></ul><ul><li>Media that can be easily forwarded (e.g., video, text messages); effectively augments word of mouth transmission of the information throughout social networks </li></ul>
  31. 31. Social Media Tools <ul><li>Aggregators – tools that show and allow for multiple population of social media platforms in one interface (e.g., Tweetdeck, Seesmic, Friendfeed, Streamy) </li></ul>
  32. 32. Social Media Tools: Streamy
  33. 33. Social Media Tools: FriendFeed
  34. 34. Social Media Tools: Hootsuite
  35. 35. Social Media Tools <ul><li>Cotweet - Enables users to tweet from multiple accounts; multiple users can be “on duty” for a single account </li></ul>
  36. 36. Social Media Tools: CoTweet Multiple twitter accounts
  37. 37. Effects of Social Media <ul><li>What are the impacts of social media campaigns? </li></ul><ul><li>Why should you be entering social media? </li></ul><ul><li>It’s easier to show you! </li></ul>
  39. 39. Comcast didn’t have time… … and didn’t listen
  41. 43. University of Waterloo didn’t…
  42. 50. So, what did Waterloo learn from this? Listen, respond, be transparant
  43. 51. OK, so is this a little scary?
  44. 52. The good side of social media <ul><li>(because there is! A super super good side!) </li></ul>
  46. 55. COMCAST
  47. 56. Comcast Cares! <ul><li>Comcast has turned their customer service around </li></ul><ul><li>Listen to what their customers say </li></ul><ul><li>Respond as soon as possible </li></ul><ul><li>Talk with their customers, not AT them </li></ul>
  49. 58. Social Media Strategies and Campaigns <ul><li>What’s the difference between a social media strategy and a campaign? </li></ul>
  50. 59. Social Media is a process, not an event <ul><li>Dating is a process. So is losing weight, being a public company, and building a brand. </li></ul><ul><li>On the other hand putting up a tradeshow booth is an event! So are going public and having surgery. </li></ul><ul><li>Events are easier to manage, pay for, and get excited about. Processes build results for the long haul. </li></ul><ul><ul><li>Seth Godin ( </li></ul></ul>
  51. 60. This isn’t Rocket Science <ul><li>You should already have an existing media or communications strategy </li></ul><ul><li>Build social media into it, the same you would with print or web </li></ul><ul><li>Campaigns should be fun, not scary! </li></ul>
  52. 61. Listen to Conversation <ul><li>DON’T join every social media platfrom </li></ul><ul><li>Spend a few weeks listening to different areas. Where are your customers? </li></ul><ul><li>Key word searches and other analytics are key </li></ul>
  53. 62. Engage in Conversation <ul><li>Join conversations </li></ul><ul><li>Never pretend to be someone else </li></ul>
  54. 63. Transparent <ul><li>Be honest and open about who you are/ goals you have </li></ul>
  55. 64. Add Value <ul><li>Provide something of use for your followers, friends or connections that is relevant to them </li></ul><ul><li>Use all of your different social media platforms to offer different information to your different followers </li></ul>
  56. 65. QUESTIONS? <ul><li>Thank you for attending! </li></ul>
  57. 66. Contact Information <ul><li>Kayleigh Platz </li></ul><ul><li>Social Media Specialist, CPA </li></ul><ul><li>X 31005 </li></ul><ul><li>[email_address] </li></ul><ul><li>@write_girl </li></ul>
  58. 67. Resources - Books <ul><li>Tactical Transparency by Shel Holtz & John C. Havens </li></ul><ul><li>The Social Media Bible by Lon Saffo & David K. Brake </li></ul><ul><li>Groundswell by Charlene Li & Josh Bernoff </li></ul><ul><li>Six Pixels of Separation by Mitch Joel </li></ul><ul><li>Content Nation by John Blossom </li></ul>
  59. 68. Resources - Web <ul><li>Mashable ( </li></ul><ul><li>TechCrunch ( </li></ul><ul><li>Brian Solis ( </li></ul>