Social Media Primer


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  • 03/06/10
  • 01/26/10
  • 01/26/10
  • The social media phenomenon Influencing a community vs pushing out to individuals in a vaccum Start conversations vs forcing people to watch or listen to ads Sharing knowledge in a community vs direct selling Understanding social media/heighten brand awareness/ help agents and managers to be more successful 03/06/10
  • Using a conversational tone vs direct selling 01/26/10
  • Blog – online Journal Ben’s Blog – share and communicate vs a written journal Business blogging- IT issues, thought leadership, share expertise Facebook – personal profile, fan page, group page LinkedIn - known and trusted business contact Company profiles Catherine network stats: 3,711,700+ Your trusted friends and colleagues 206 Two degrees away 47,400 Three degrees away 3,664,100 Total users you can contact 3,711,700 Twitter- How many of you have heard of it? Have an account? Use it well? Example of how we use Twitter Death of the press release You Tube- Doris Ghitelman interviewing Bill is a great example 03/06/10
  • 01/26/10
  • 01/26/10
  • 03/06/10
  • 03/06/10
  • Time Content distribution channels are new, replace old – newspapers gone in 10 years. Conventional press releases no longer used. 03/06/10
  • 03/06/10
  • Social Media Primer

    1. 1. Social Media Primer For Business
    2. 2. Social Information for Geek Girl Bootcamp Share comments about this presentation and ask questions: Twitter Handle: @WeberMedia Hashtag: #GeekGirlCamp Follow us!
    3. 3. The Social Media Revolution <ul><li>Video by Erik Qualman: </li></ul><ul><li> </li></ul>
    4. 4. A social structure made of individuals or organizations which are connected by friendship, kinship, business, beliefs, interests, knowledge or prestige. What is a social network?
    5. 5. A forum where people share information and make connections with fellow users. Users can share photos, videos and links to interesting websites with all of their “ friends ”, “connections” or “followers”. What is a social network?
    6. 6. What can social media do for your business? <ul><li>Social media can: </li></ul><ul><li>Help you find customers </li></ul><ul><li>Help prospective customers </li></ul><ul><li>find you </li></ul><ul><li>Build your reputation to a local audience </li></ul><ul><li>Build the brand regionally and nationally </li></ul><ul><li>Distinguish your products and services from competitors </li></ul><ul><li>Provide you with a forum to dispel negative/false information </li></ul>
    7. 7. How can you take advantage of social media? <ul><li>Connect with your </li></ul><ul><li>customers </li></ul><ul><li>Promote expertise </li></ul><ul><li>Build a following by </li></ul><ul><li>blogging </li></ul><ul><li>Gain a presence in social communities </li></ul><ul><li>Make connections with local business owners </li></ul>
    8. 8. Social Media Tools <ul><li>Industry and corporate blogs </li></ul><ul><li>Social communities such as Facebook </li></ul><ul><li>Business oriented networking such as LinkedIn </li></ul><ul><li>Microblogging using Twitter </li></ul><ul><li>vLogging using tools such as YouTube </li></ul><ul><li>Forums such as Yahoo Answers </li></ul>
    9. 9. <ul><li>Facebook is a social community of 350 million active users, where you can </li></ul><ul><li>Share common interests with people you know around the world </li></ul><ul><li>Connect with people through school, work, where you live, interests and hobbies </li></ul>
    10. 10. Discussion Forums <ul><li>Forums are a place where people post questions and others post answers. </li></ul><ul><li>Examples of pet forums: </li></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul>
    11. 11. Blogs <ul><li>Definition: A web page that serves as a publicly accessible personal journal for an individual or individuals. </li></ul><ul><li>The heart of your social media marketing strategy – where you share your expertise and successes </li></ul>
    12. 12. What’s the value of LinkedIn? <ul><li>Extending relationships </li></ul><ul><li>Staying connected to colleagues </li></ul><ul><li>Finding a job or clients </li></ul><ul><li>Finding experts </li></ul><ul><li>Expanding your network using your connections </li></ul><ul><li>Growing your reputation using thought leadership </li></ul>
    13. 13. What is the value of Twitter? <ul><ul><ul><li>Listen and learn from customers </li></ul></ul></ul><ul><ul><ul><li>Connect and interact with customers </li></ul></ul></ul><ul><ul><ul><li>Promote expertise </li></ul></ul></ul><ul><ul><ul><li>Build a following </li></ul></ul></ul><ul><ul><ul><li>Distinguish their offerings and value </li></ul></ul></ul>
    14. 14. What’s the value of YouTube? 3 <ul><li>A highly effective and user-friendly business tool </li></ul><ul><li>Show off expertise, share knowledge, market business, connect with prospects and customers </li></ul><ul><li>Promote your business with videos— embed videos in blogs and websites, keep people on your site </li></ul><ul><li>Create cost-effective, short videos to show your listings </li></ul><ul><li>Answer frequently-asked questions </li></ul><ul><li>Put a face to your brand </li></ul>
    15. 15. Social Media Impacts: <ul><li>human resources –make hiring and firing decisions </li></ul><ul><li>legal- monitor employee and competitor behavior </li></ul><ul><li>customer service/retention- </li></ul><ul><li>listen and serve customers </li></ul><ul><li>help desk- provide product </li></ul><ul><li>support </li></ul><ul><li>research and development- </li></ul><ul><li>gain valuable customer feedback </li></ul><ul><li>partner and channel relations- </li></ul><ul><li>provide sales support </li></ul><ul><li>marketing – brand recognition </li></ul><ul><li>and lead generation </li></ul>
    16. 16. The Golden Rules (of Social Media) <ul><li>Community is a privilege, not property – you cannot control the community or stop </li></ul><ul><li>the conversation. But you can learn from it. </li></ul><ul><li>Be helpful – social media is not a place </li></ul><ul><li>for direct selling, it is a place to offer value </li></ul><ul><li>Be human – communicate like one </li></ul><ul><li>Be passionate – write content that </li></ul><ul><li>matters to you, make it interesting, and you will gain a following </li></ul>
    17. 17. Know your audience by listening <ul><li>Find out </li></ul><ul><li>What people value about your services and your competitor services </li></ul><ul><li>what motivates a customer to buy </li></ul><ul><li>what are your customers top considerations </li></ul><ul><li>Tools: </li></ul><ul><li>Twitter </li></ul><ul><li>Facebook </li></ul><ul><li>Google Alerts </li></ul><ul><li>LinkedIn (B2B) </li></ul>
    18. 18. Social Media Strategy <ul><li>Monitoring - Listen </li></ul><ul><li>and learn </li></ul><ul><li>Identify your niche- </li></ul><ul><li>what opportunities are </li></ul><ul><li>there for your business? </li></ul><ul><li>Content strategy – </li></ul><ul><li>Develop a social media strategy to take advantage of these opportunities </li></ul><ul><li>Monitor and refine -- what’s working? </li></ul>
    19. 19. Social Media Tactics <ul><li>You social media tactics may include </li></ul><ul><ul><li>customer and competitor monitoring </li></ul></ul><ul><ul><li>Positioning yourself uniquely among the competition </li></ul></ul><ul><ul><li>employee guidelines, education & training </li></ul></ul><ul><ul><li>content creation – blogging or commenting </li></ul></ul><ul><ul><li>targeted lead generation </li></ul></ul><ul><ul><li>customer service and support </li></ul></ul><ul><ul><li>product development </li></ul></ul><ul><ul><li>internal community development & support </li></ul></ul>
    20. 20. Efficient Content Distribution Expert opinions & advice Audio & video interviews Announcements & case studies FAQs and Answers Industry blogs Online versions of print pubs Industry community sites Substantive Content Channels Corporate Blog Company Twitter, Facebook & LinkedIn pages Employees and Stakeholders Facebook & LinkedIn profiles Automatic Feeds
    21. 21. ROI of Social Media <ul><li>ROI depends on what you </li></ul><ul><li>are trying to achieve. </li></ul><ul><li>Results can be measured </li></ul><ul><li>in visitor traffic, conversions, </li></ul><ul><li>community participation levels . </li></ul><ul><li>Programs need built in </li></ul><ul><li>measurable triggers </li></ul><ul><li>Some things, like brand awareness, are not measurable </li></ul><ul><li>Test and refine programs to deliver measurable results </li></ul>
    22. 22. Common Questions and Concerns <ul><li>Why is social media important? </li></ul><ul><li>This is overwhelming. </li></ul><ul><li>Won’t this take all of my </li></ul><ul><li>time? </li></ul><ul><li>How can I control what </li></ul><ul><li>people say about me </li></ul><ul><li>and my business </li></ul><ul><li>I am afraid to share my personal information </li></ul>
    23. 23. <ul><li>Commenting on Wall Street Journal articles drives traffic to blog </li></ul><ul><li>Blogging about industry books draws comments from authors, other experts in the industry </li></ul><ul><li>Status posts on LinkedIn draw interest from prospects and competitors </li></ul><ul><li>Tweets on media trends build thought leadership and create brand awareness </li></ul>
    24. 24. Your social media plan Once you decide what you need to do, create a daily checklist of activities- 15 minutes/day Check in with your networks, communicate A weekly checklist – 1-2 hours Read industry information, share with customers
    25. 25. If you found this presentation helpful: <ul><li>Becoming a fan of our Facebook </li></ul><ul><li>Page: </li></ul><ul><li>and leave your comments on our page </li></ul><ul><li>Follow us on twitter </li></ul><ul><li> </li></ul><ul><li>Share your comments with hashtag #webermedia </li></ul><ul><li>Contact me on Linkedin: </li></ul>
    26. 26. Next Up in Room 103 <ul><li>11-12: The Power of Facebook for your Business </li></ul><ul><li>12-1: Open </li></ul><ul><li>1-2: Twitter for Business </li></ul><ul><li>2-3: YouTube for Your Business </li></ul><ul><li>3-4: OPEN: Help Desk </li></ul><ul><li>4-5: Linkedin for your Business </li></ul>