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An Intro to Social Media


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The business of marketing is rapidly changing, and social media is a big part of that change. In this workshop, we’ll talk social-media strategy and the logistics of getting started with Facebook, Twitter, and LinkedIn. Topics will include time management, finding content to share, and measuring the results of your efforts.

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An Intro to Social Media

  1. 1. An Introduction to Social Media Presented by Wolf Hoelscher Bull's-Eye Writing & Editing Services
  2. 2. Is Social Media Worth It? <ul><li>Time Commitment </li></ul><ul><ul><li>Requires Patience & Dedication </li></ul></ul><ul><li>Planning </li></ul><ul><ul><li>Put it in writing </li></ul></ul><ul><li>Self-Education </li></ul><ul><ul><li>No school for social media </li></ul></ul><ul><ul><li>Technology is constantly changing </li></ul></ul><ul><ul><li>Learn from others (online and in person) </li></ul></ul>
  3. 3. What Are the Rules? <ul><li>Nobody Knows! </li></ul><ul><li>No firm benchmarks for success </li></ul><ul><li>Hard to find objective data </li></ul><ul><ul><li>Often comes from companies in the business of social media marketing </li></ul></ul>
  4. 4. Inbound Marketing <ul><li>Marketing is no longer a one-way street </li></ul><ul><ul><li>Customers expect: </li></ul></ul><ul><ul><ul><li>Engagement & interaction (listening) </li></ul></ul></ul><ul><ul><ul><li>Transparency </li></ul></ul></ul><ul><ul><ul><li>Positive referrals </li></ul></ul></ul><ul><ul><ul><li>Valuable content </li></ul></ul></ul><ul><ul><li>No more salespeople? </li></ul></ul><ul><ul><ul><li>The Gift of the Soft Sell </li></ul></ul></ul><ul><ul><li>Karma </li></ul></ul>
  5. 5. So Many Sites, So Little Time <ul><li>Where Should Your Focus Be? </li></ul>“ Seventy-five percent of your focus should be on what is happening off your web site concerning your brand, your industry, and your competitors.” Source: Halligan, Brian; Shah, Dharmesh; Scott, David Meerman (2009-10-02). Inbound Marketing: Get Found Using Google, Social Media, and Blogs (New Rules Social Media Series) (p. 12). Wiley. Kindle Edition.
  6. 6. What works best for you? <ul><li>Know who you want to target </li></ul><ul><ul><li>What platforms do your customers use? </li></ul></ul><ul><ul><li>What are your competitors up to? </li></ul></ul><ul><li>Which sites fit your personality? </li></ul><ul><ul><li>Social media allows you to put a human face on your business </li></ul></ul>
  7. 7. The Players
  8. 9. Facebook <ul><li>History </li></ul><ul><ul><li>Founded in 2004 by Mark Zuckerberg </li></ul></ul><ul><ul><li>“ The Social Network” </li></ul></ul><ul><ul><li>Began in a Harvard dorm room </li></ul></ul><ul><ul><li>Designed for Harvard students </li></ul></ul><ul><ul><li>Gained popularity among college students around the country </li></ul></ul><ul><ul><li>Gains disgruntled MySpace users </li></ul></ul>
  9. 10. Stats <ul><li>More than 800 million active users (largest social network) </li></ul><ul><li>Average users has 130 Friends </li></ul><ul><li>Average user spends an average 15 hours and 33 minutes on Facebook per month </li></ul><ul><li>Average user visits the site 40 times per month </li></ul><ul><li>Average user is connected to 80 community pages, groups and events </li></ul><ul><li>200 million people access Facebook via a mobile device each day </li></ul><ul><li>Users that access Facebook on mobile devices are twice as active on Facebook compared to non-mobile users </li></ul>
  10. 11. Stats <ul><li>Other stats: </li></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul>
  11. 12. Platform <ul><li>Page Types </li></ul><ul><ul><li>Personal </li></ul></ul><ul><ul><li>Business/Fan </li></ul></ul><ul><ul><li>Groups </li></ul></ul><ul><li>Apps </li></ul><ul><ul><li>Increase interactivity with your page </li></ul></ul><ul><ul><ul><li>Events </li></ul></ul></ul><ul><ul><ul><li>Video </li></ul></ul></ul><ul><ul><ul><li>Contests </li></ul></ul></ul><ul><ul><ul><li>Landing Pages </li></ul></ul></ul>
  12. 13. The Open Graph <ul><li>Facebook’s reach extends far beyond its website </li></ul><ul><ul><li>Social Plugins </li></ul></ul><ul><ul><li>Likes </li></ul></ul><ul><ul><li>Mobil apps </li></ul></ul><ul><li>Ties into search engine visibility </li></ul>
  13. 14. Pros <ul><li>Search engine visibility </li></ul><ul><li>Detailed demographic insights </li></ul><ul><li>Viral potential </li></ul><ul><li>800 million potential customers </li></ul><ul><li>Buying decisions now based on referrals </li></ul><ul><li>Free </li></ul>
  14. 15. Cons <ul><li>Frequent changes to the interface </li></ul><ul><ul><li>You are at their mercy </li></ul></ul><ul><li>Top Stories feature </li></ul><ul><ul><li>Unfair advantage to larger corps? </li></ul></ul><ul><li>Competition </li></ul><ul><ul><li>Average user is connected to 80 community pages, groups and events </li></ul></ul>
  15. 17. History <ul><li>Founders: Developers Noah Glass, Jack Dorsey, Evan Williams, and Biz Stone </li></ul><ul><li>created Odeo, a podcasting platform </li></ul><ul><ul><li>iTunes made this irrelevant </li></ul></ul><ul><li>Brainstorming session led to an idea to bring text messaging to the web (text a small group of people at once) </li></ul><ul><li>Introduced to the public in 2006 </li></ul><ul><li>Took off at the SXSW Festival in 2007 </li></ul>
  16. 18. Stats <ul><li>140 - # of characters allowed per Tweet </li></ul><ul><li>42.3% - percent of users between ages 30 & 49 </li></ul><ul><li>1 billion - # of tweets posted every 5 days </li></ul><ul><li>100+ million - # of active users </li></ul><ul><li>182% - Increase in number of mobile users over the past year. </li></ul>
  17. 19. Third-Party Clients <ul><li>Hootsuite </li></ul><ul><ul><li>Schedule your Tweets & access multiple accounts </li></ul></ul><ul><li>TweetDeck </li></ul><ul><ul><li>Easier for reading streams </li></ul></ul><ul><li> </li></ul><ul><ul><li>Calculates for you the best time to Tweet </li></ul></ul><ul><ul><li>Provides analytics </li></ul></ul><ul><li>Twellow </li></ul><ul><ul><li>Yellow Pages for Twitter </li></ul></ul>
  18. 20. Pros <ul><ul><li>Send 140 character updates to people who want them. </li></ul></ul><ul><ul><li>Free. </li></ul></ul><ul><ul><li>Publicize blog posts, organizational news, special offers... </li></ul></ul><ul><ul><li>Engage with potential donors and generate buzz. </li></ul></ul><ul><ul><li>Get feedback. Ask & answer questions (twtpoll, Twithelp). </li></ul></ul><ul><ul><li>See what people are saying about you and your company. </li></ul></ul><ul><ul><li>Follow trends and act on them. </li></ul></ul>
  19. 21. Cons <ul><li>Noise! (Pear Analytics Survey: 40% of Tweets = Pointless babble) </li></ul><ul><li>Will anybody hear you? </li></ul><ul><li>Learning curve – What’s a hashtag? RT? DM? </li></ul><ul><li>Hard to quantify results </li></ul>
  20. 23. History <ul><li>Founder = Reid Hoffman </li></ul><ul><ul><li>Oxford-trained philosopher </li></ul></ul><ul><ul><li>Started in his living room in 2002 along with five other team members </li></ul></ul><ul><li>Went live in 2003 </li></ul><ul><li>Focus = professional networking & career building </li></ul><ul><li>Became profitable in 2007 (designed to be a subscription service) </li></ul>
  21. 24. Stats <ul><li>131.2 million members </li></ul><ul><li>Third quarter growth 2011 = 126% </li></ul><ul><li>58.5% of users = male </li></ul><ul><li>Almost 50% of the users have titles such as managers, principals, owners, CEOs or vice presidents </li></ul>
  22. 26. Platform <ul><li>Profile </li></ul><ul><ul><li>Create your own personal brand (mega-resume) </li></ul></ul><ul><ul><li>Get recommendations </li></ul></ul><ul><ul><li>Pick keywords </li></ul></ul><ul><ul><li>Add a profile pic </li></ul></ul><ul><ul><li>Incorporate apps (Slide shows) </li></ul></ul>
  23. 27. Platform <ul><li>Connections </li></ul><ul><ul><li>Network with colleagues, classmates, and friends </li></ul></ul><ul><ul><li>Get introduced to connections outside your network </li></ul></ul>
  24. 28. Platform <ul><li>Groups </li></ul><ul><ul><li>Join in discussions with others who share interests related to your business </li></ul></ul><ul><ul><li>Create your own groups </li></ul></ul><ul><ul><li>Post discussion questions </li></ul></ul>
  25. 29. Platform <ul><li>Groups </li></ul><ul><ul><li>Join in discussions with others who share interests related to your business </li></ul></ul><ul><ul><li>Create your own groups </li></ul></ul><ul><ul><li>Post discussion questions </li></ul></ul><ul><ul><li>Great opportunity to build new connections and demonstrate expertise. </li></ul></ul>
  26. 30. Platform <ul><li>Answers </li></ul><ul><ul><li>Show off your knowledge </li></ul></ul><ul><ul><li>Business karma! </li></ul></ul>
  27. 31. Pros <ul><li>Devoted solely to business – great for B2B. </li></ul><ul><li>The average age of users is 41 (Hubspot). </li></ul><ul><li>It's a powerful networking tool for landing a job, recruiting, or building exposure for your organization. </li></ul><ul><li>Groups and Answers are great features for demonstrating your expertise and building business relationships. </li></ul>
  28. 32. Cons <ul><li>Mostly a job-finding tool </li></ul><ul><li>Does anyone read the status updates? </li></ul><ul><li>Company pages lack apps and functionality found on Facebook </li></ul><ul><li>Not a great B2C tool. </li></ul>
  29. 34. History <ul><li>New! </li></ul><ul><li>Took the place of Google Buzz </li></ul><ul><li>Positioning itself to take on Facebook </li></ul>
  30. 35. Stats <ul><li>Too early to tell </li></ul><ul><li>~30 million users? </li></ul><ul><li>Cost $585 Million to build </li></ul>
  31. 36. Stats
  32. 37. Platform <ul><li>Circles </li></ul><ul><ul><li>Choose people to follow and assign them to circles </li></ul></ul><ul><ul><li>People you follow will be notified & can add you to their own circles. </li></ul></ul><ul><ul><li>See their posts on your stream. </li></ul></ul><ul><li>Hangouts </li></ul><ul><ul><li>Interact online with up to 9 people at once </li></ul></ul>
  33. 38. Google+ Pages <ul><li>Debuted 11/7/11 </li></ul><ul><li>Alternative to Facebook Pages </li></ul><ul><li>Links to Google Places </li></ul><ul><li>Post a profile pic </li></ul><ul><li>Post updates as yourself or your business (like Facebook, but easier) </li></ul><ul><li>Use “Hangouts” for product demos or webinars? </li></ul>
  34. 39. Pros <ul><li>Higher search engine rankings? </li></ul><ul><li>User-friendly interface? </li></ul><ul><li>Categorize the people you follow </li></ul><ul><li>Intertwined with other Google apps like Gmail and Google Docs </li></ul><ul><li>GooglePlus Button – better than the Facebook Like button for visibility? </li></ul>
  35. 40. Cons <ul><li>New territory – hard to develop a strategy </li></ul><ul><li>Low membership (it’s still new!) </li></ul><ul><li>Few apps for Plus (but it’s coming!) </li></ul><ul><li>Currently lacks analytics </li></ul>
  36. 41. Other Players <ul><li>Quora </li></ul><ul><ul><li>Ask and answer questions </li></ul></ul><ul><ul><li>Get votes for your answers </li></ul></ul><ul><ul><li>Gain followers </li></ul></ul>
  37. 42. Other Players <ul><li>StumbleUpon </li></ul><ul><ul><li>Like a page…share it </li></ul></ul><ul><ul><li>Earn followers </li></ul></ul><ul><ul><li>Promote your blog </li></ul></ul>
  38. 43. Other Players <ul><li>YouTube </li></ul><ul><ul><li>Go viral </li></ul></ul><ul><ul><li>Owned by Google </li></ul></ul><ul><ul><li>Great way to show off your business or service </li></ul></ul><ul><ul><li>Create channels </li></ul></ul><ul><ul><li>Embed video on your own site without using storage space </li></ul></ul><ul><ul><li>Build search engine visibility </li></ul></ul>
  39. 44. Other Players <ul><li>Yelp </li></ul><ul><ul><li>Generate reviews (friend referrals) </li></ul></ul><ul><ul><li>Great for brick & mortar stores, especially restaurants </li></ul></ul><ul><ul><li>Opportunity to respond to negative feedback </li></ul></ul>
  40. 45. Other Players <ul><li>Google Places </li></ul><ul><ul><li>The new Yellow Pages – make it a priority to get your free listing </li></ul></ul><ul><ul><li>Add coupons & special offers </li></ul></ul><ul><ul><li>Post hours and contact info </li></ul></ul><ul><ul><li>Get listed on Google Maps </li></ul></ul>
  41. 46. Finding Content to Share <ul><ul><li>Blogs and the RSS Feed </li></ul></ul><ul><ul><li>Google Reader </li></ul></ul><ul><ul><li>Google News Alerts </li></ul></ul><ul><ul><li>Podcasts </li></ul></ul><ul><ul><li>Listen to your social media accounts </li></ul></ul>
  42. 47. Connecting & Engaging <ul><li>Getting Found </li></ul><ul><ul><li>Add buttons and plug-ins to your website in a visible spot </li></ul></ul><ul><ul><li>Display your social media accounts in your email signature line </li></ul></ul><ul><ul><li>Business cards, print collateral, signage </li></ul></ul>
  43. 48. Connecting & Engaging <ul><li>Content Curation vs. Conversation </li></ul><ul><ul><li>Share links or talk to people? </li></ul></ul><ul><ul><li>The verdict is still out, but the tide seems to be shifting toward content curation. </li></ul></ul><ul><ul><li>Find what works best for you. </li></ul></ul><ul><ul><li>Mix it up! </li></ul></ul>
  44. 49. Time Management <ul><li>Google Calendar </li></ul><ul><li> </li></ul><ul><li>Create an editorial calendar </li></ul><ul><li>Brainstorm a list of update ideas </li></ul><ul><li>Set reasonable time goals (set a timer if you have to) </li></ul><ul><ul><li>The Pomodoro Technique </li></ul></ul><ul><li>Get help if you need it. </li></ul>
  45. 50. Metrics <ul><li>Google Analytics </li></ul><ul><li>Clicky </li></ul><ul><li>Facebook Insights </li></ul><ul><li>Hootsuite </li></ul>
  46. 51. Keys to Success <ul><ul><li>Avoid Sales Speak </li></ul></ul><ul><ul><li>Learn Effective Copywriting Techniques </li></ul></ul><ul><ul><ul><li>Strong Headlines! </li></ul></ul></ul><ul><ul><ul><li>Benefit-oriented copy </li></ul></ul></ul><ul><ul><li>Share Your Story </li></ul></ul><ul><ul><ul><li>Let your personality shine through </li></ul></ul></ul><ul><ul><ul><li>Engage! </li></ul></ul></ul><ul><ul><li>Learn from Your Mistakes </li></ul></ul><ul><ul><li>Stay Up to Date! </li></ul></ul><ul><ul><ul><li>Social media is constantly evolving </li></ul></ul></ul>
  47. 52. Keys to Success <ul><li>Make a Commitment </li></ul><ul><ul><li>Be patient </li></ul></ul><ul><ul><li>Be realistic </li></ul></ul><ul><ul><ul><li>Don’t overextend yourself </li></ul></ul></ul><ul><ul><ul><li>Write out your long-term goals </li></ul></ul></ul><ul><ul><ul><li>Focus on 2-3 social media accounts </li></ul></ul></ul><ul><ul><li>Follow the $$$ </li></ul></ul><ul><ul><ul><li>If it’s not leading to sales, re-evaluate your approach </li></ul></ul></ul>
  48. 53. Thanks! <ul><li>Wolf Hoelscher </li></ul><ul><li>Bull's-Eye Writing & Editing Services </li></ul><ul><li> </li></ul><ul><li>[email_address] </li></ul>
  49. 54. Services <ul><li>Social Media Coaching </li></ul><ul><li>E-books & White Papers </li></ul><ul><li>E-mail Blasts </li></ul><ul><li>Copywriting </li></ul><ul><li>Editing </li></ul><ul><li>WordPress Installation </li></ul>
  50. 55. Follow Me! <ul><li>Twitter: @BullsEyeWriting </li></ul><ul><li>Facebook: </li></ul><ul><li>LinkedIn: @Wolf Hoelscher </li></ul><ul><li>Google+: Bull's-Eye Writing & Editing Services </li></ul><ul><li> </li></ul>