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Social Media for Business
          An Introductory Seminar for Small Business Owners




Monday, June 28, 2010
Who am I?




Monday, June 28, 2010
Maribel Lackey
      • Director of New Media at Zuno Studios
          - Help businesses optimize their online presence
  ...
Enough about me.
                        Who are you?




Monday, June 28, 2010
•Name
      •Where are you from (Company/Industry)
      •Why are you interested in learning
       about social media?


...
What Are We Going
                        to Talk About Today?




Monday, June 28, 2010
•   What is social media?
             •   How does social media differ from traditional
                 marketing?
     ...
What is social media?




Monday, June 28, 2010
Social media is a category of
                       sites based on user
                      participation & user-
     ...
In english please:

            - Sites are interactive: it is not a brand speaking
            at consumers, it is a two-...
Who Is Using Social Media?



                        P O W E R E D b y S E R V I C E™




Monday, June 28, 2010
Who Is Using Social Media?




Monday, June 28, 2010
Why should you care?




Monday, June 28, 2010
Good News for Small
               Business
                   -Social media has afforded everyone the tools
             ...
It is affecting you
             •   The internet is everywhere, and it has changed
                 the game.
           ...
They’re talking.



               “If you are not out there telling your story, they
              will make one up for y...
Mom’s vs. Motrin
               •   Online ad posted on Saturday morning positioned
                   “baby wearing” as a...
Motrin vs Moms
               •   By Sunday, a 9 minute video of outraged moms on
                   YouTube
             ...
The Power of
               Mommy -Bloggers

                    “note to self...never piss off moms...especially
        ...
Key Differences
                        from Traditional
                        Marketing



Monday, June 28, 2010
•  Puts the human factor back into marketing


               •  Talking with your customers, not at your
               c...
Losing Control

             •  Must realize and accept that you do not control
             your social media. Your audie...
Golden Rules of Social
               Media
                •  Listen
                •  Add value
                •  No h...
Authenticity: must be genuine


               Transparency: must be clear about who you are, and
               why you a...
Different types of
                        Social Media




Monday, June 28, 2010
Blogging and
                        MicroBlogging




Monday, June 28, 2010
Blog
               - web log: a shared online journal
               - You are now a publisher!
               - 346,000,...
Monday, June 28, 2010
Blog
               • Establishes you as authority within your industry
               • Linkbacks and fresh, relevant con...
Blog Tips
               •  Make your content easy to share.
               •  Build relationships with other bloggers
   ...
Monday, June 28, 2010
Case Study: Sun MicroSystems




Monday, June 28, 2010
Micro-Blogging

               Short-form web log.
               Twitter, FriendFeed, Ping.




Monday, June 28, 2010
Twitter
                        “What are you doing?”
                                 vs.
                           “Wha...
•  75 million users as of December 2009.
                •  Allows you 140 characters per “tweet”
                •  Other...
Twitter Speak
                •  DM
                        - Can only send DMs to those who follow you.
                 ...
TweetDeck




Monday, June 28, 2010
Important to Listen First




Monday, June 28, 2010
Case Study: ComCast
               Comcast employee falls asleep at customer’s
               house. Customer caught it on...
Comcast



Monday, June 28, 2010
Comcast



Monday, June 28, 2010
Case Study: Dell
               •   Over 650,000 followers on Twitter
               •   Known as a value provider
       ...
Case Study: Dell
               •   As of June 2009, Dell had made $3 million
                   dollars from Twitter
    ...
Video and Photo
                            Sharing




Monday, June 28, 2010
Video & Photo Sharing
               •  178 million U.S. internet users watched online
               videos in May 2010.
...
Video
               •  Keep it short and sweet
               •  How can you make a video go viral?
                     ...
Case Study: BlendTec




Monday, June 28, 2010
Case Study: BlendTec
              •   Viewed 7,238,341 in 2 months
              •   500% increase in sales
             ...
Case Study:
                 Philly Cream Cheese
             •   Business goal was to relaunch product after a product
  ...
Photo Sharing
               •  Effective use of tagging, captions,
               •  Great way to showcase products
     ...
Monday, June 28, 2010
Location Based
                        Networks




Monday, June 28, 2010
Location-based
               •  Growth of mobile feeding the growth of
                   location-based networks.
      ...
Foursquare
               •  Allows users to check-in to places they visit
               •  Users add venues
            ...
Case Study:
             Fresh Brothers
             •   Jon became “mayor” of Fresh Brothers
                 Redondo Bea...
Case Study: Starbucks




Monday, June 28, 2010
Social Networks




Monday, June 28, 2010
Social Networking Sites
               •  Allow you to connect with like-minded people,
               friends and family
...
LinkedIn

             •  Over 50 million members worldwide (Jan 2010)
             •  People, Groups, Discussions, Events...
LinkedIn Tips
               •  Keep your profile up to date
               •  Get recommendations
               •  Make ...
Facebook
               •  The big kahuna
               •  Over 350 million users (Jan 2010)
               •  50% of it’...
Facebook
               •  Profile
                        - For personal use.
                        - If connected to f...
Facebook
               •  Pages
                        - What you should use for your business
                        -...
Facebook Tips
               •  Welcome and encourage fan content
                    and interaction
               •  Do...
Case Study: Susan G. Komen
                       for the Cure




Monday, June 28, 2010
Case Study: Victoria’s Secret




                        http://www.facebook.com/video/video.php?v=425736693342


Monday,...
MySpace




Monday, June 28, 2010
Kids




Monday, June 28, 2010
Niche




Monday, June 28, 2010
Podcasting and
                        Video Streaming




Monday, June 28, 2010
Podcasting
               •  Broadcasting + iPod
               •  Digital or audio files made available online
          ...
PodCasting
               •  You now have access to a radio tower!
                        - microphone, computer, interne...
Video Streaming
               •  UStream, JustinTV
               •  Platforms allow you to share real-time video
       ...
Case Study: Domino’s Pizza
      •   Understands his target
          audience
      •   Has fun
                        -...
Case Study: Domino’s Pizza




Monday, June 28, 2010
Case Study: Starbucks




Monday, June 28, 2010
Case Study: Verizon




Monday, June 28, 2010
Case Study: Nestle



             •   “The chocolate has hit the fan, or in this instance, all 92,163 fans.”

           ...
Important Questions




Monday, June 28, 2010
How can I use
                        social media to
                        drive my bottom
                        line...
•  Streamline and improve customer service
               •  Connect with new leads and resources
               •  Increa...
Is traditional
                        media dead?




Monday, June 28, 2010
Social Media is an
           addition to your
           marketing plan - not a
           replacement



Monday, June 28...
Use Traditional
         Marketing to Maximize
               •  Link to your social networks from your website
          ...
Is it a fad?




Monday, June 28, 2010
Upcoming Trends
               •Video
               •Search
               •Location
               •Mobile
             ...
Policies
               •  Encourage your employees to tweet about your
               brand but give them structure.
    ...
Policies
               •  Our social media purpose is __________
               •  Be responsible and authentic
         ...
Who should be
                        “tweeting” for me?




Monday, June 28, 2010
Selecting the right person
               •  Intern?
               •  CEO?
               •  Critical to have the right p...
Is social media
                        the “magic” fix?




Monday, June 28, 2010
You must have a good
             product or service.
             Bottom line.



Monday, June 28, 2010
How do I balance my
                        business and
                        personal profiles?



Monday, June 28, 20...
The “Personal” Brand
               •  Each of you in this room are now your own brand
               •  Employers are inc...
Is social media free?




Monday, June 28, 2010
•  Many of the tools are free


               •  Major investment is in time, resources




Monday, June 28, 2010
Can I track
                        social media
                          results?



Monday, June 28, 2010
Analytics Tools
               •  Google analytics
               •  Facebook Insights
               •  Twitalyzer
      ...
Getting Started




Monday, June 28, 2010
Listen
                        LISTEN
                                  Find out what your
                        GOALS  ...
Monitter.com




Monday, June 28, 2010
google.com/alerts




Monday, June 28, 2010
LISTEN
                                  Goals
                        GOALS     Determine what it is you
                ...
LISTEN    Plan

                                  Determine your target
                        GOALS     audience.

     ...
LISTEN
                                  Execute
                        GOALS
                                  Execute a...
Analyze
                        LISTEN
                                  Look through your
                        GOALS  ...
Questions




Monday, June 28, 2010
Resources




Monday, June 28, 2010
Groundswell
               Mashable.com
               SmartBrief.com
               @mlackey, maribel@zunostudios.com
   ...
Thank you...
          And thanks to our sponsor!

          facebook.com/FreshBrothers
          twitter.com/FreshBrother...
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Social Media for Business: An Introduction

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Social Media for Business: An Introduction

  1. Social Media for Business An Introductory Seminar for Small Business Owners Monday, June 28, 2010
  2. Who am I? Monday, June 28, 2010
  3. Maribel Lackey • Director of New Media at Zuno Studios - Help businesses optimize their online presence - Web design & development - Social media strategy consulting & execution • Background in traditional advertising and marketing Monday, June 28, 2010
  4. Enough about me. Who are you? Monday, June 28, 2010
  5. •Name •Where are you from (Company/Industry) •Why are you interested in learning about social media? Monday, June 28, 2010
  6. What Are We Going to Talk About Today? Monday, June 28, 2010
  7. • What is social media? • How does social media differ from traditional marketing? • Various types of Social Media - Case Studies - Blogging and Microblogging (Twitter) - Video and Photo Sharing (YouTube, Flickr) - Location-Based Networks (FourSquare, GoWalla) - Social Networking (Facebook, LinkedIn, MySpace) - Podcasting and LiveCasting (Ustream, Justin.tv) • Common Questions • Where should you start? Monday, June 28, 2010
  8. What is social media? Monday, June 28, 2010
  9. Social media is a category of sites based on user participation & user- generated content Monday, June 28, 2010
  10. In english please: - Sites are interactive: it is not a brand speaking at consumers, it is a two-way conversation. - NEED consumer interaction in order to truly succeed. - “It’s not what you say, it’s what they say that matters.” Monday, June 28, 2010
  11. Who Is Using Social Media? P O W E R E D b y S E R V I C E™ Monday, June 28, 2010
  12. Who Is Using Social Media? Monday, June 28, 2010
  13. Why should you care? Monday, June 28, 2010
  14. Good News for Small Business -Social media has afforded everyone the tools to publish, broadcast and compete on a more leveled playing field. -No longer dependent on big budgets. -Location-based applications and networks allow you to compete with big brands. -Exponential. Monday, June 28, 2010
  15. It is affecting you • The internet is everywhere, and it has changed the game. - mobile, search, location • Television viewing, radio listening is eroding • Newspaper reading is declining • People are avoiding advertising - too much noise Monday, June 28, 2010
  16. They’re talking. “If you are not out there telling your story, they will make one up for you. And that will inevitably become reality.” Monday, June 28, 2010
  17. Mom’s vs. Motrin • Online ad posted on Saturday morning positioned “baby wearing” as a fashion statement • Mommy bloggers were outraged - voiced it on Twitter • Most tweeted about subject on Twitter by Saturday evening. • Motrin did nothing. Monday, June 28, 2010
  18. Motrin vs Moms • By Sunday, a 9 minute video of outraged moms on YouTube • Mommy-bloggers began calling for boycotts and got ad agency on the phone. • Motrin’s ad agency did not know about Twitter. • Motrin removed ad and sent apology - but waited too long. Timing is everything. • Social media is already affecting you. Monday, June 28, 2010
  19. The Power of Mommy -Bloggers “note to self...never piss off moms...especially twitter moms...they can be a nasty bunch ;)” Monday, June 28, 2010
  20. Key Differences from Traditional Marketing Monday, June 28, 2010
  21. • Puts the human factor back into marketing • Talking with your customers, not at your customers. It’s a two-way conversation. • Not about you. Monday, June 28, 2010
  22. Losing Control • Must realize and accept that you do not control your social media. Your audience does. • Relax - it’s okay. Monday, June 28, 2010
  23. Golden Rules of Social Media • Listen • Add value • No hard-selling • Engage and interact • Be real, be nice, be honest, be grateful • Focus on quality, not quantity Monday, June 28, 2010
  24. Authenticity: must be genuine Transparency: must be clear about who you are, and why you are there Value: What are you providing that makes them feel special? What will make them remember you? Monday, June 28, 2010
  25. Different types of Social Media Monday, June 28, 2010
  26. Blogging and MicroBlogging Monday, June 28, 2010
  27. Blog - web log: a shared online journal - You are now a publisher! - 346,000,000 - # of people globally who read blogs (2008) - Blogger, WordPress Monday, June 28, 2010
  28. Monday, June 28, 2010
  29. Blog • Establishes you as authority within your industry • Linkbacks and fresh, relevant content help search rankings • Take more time, commitment Monday, June 28, 2010
  30. Blog Tips • Make your content easy to share. • Build relationships with other bloggers - Don’t spam! • Keywords, tags, links • Make your content easily available - RSS Feeds Monday, June 28, 2010
  31. Monday, June 28, 2010
  32. Case Study: Sun MicroSystems Monday, June 28, 2010
  33. Micro-Blogging Short-form web log. Twitter, FriendFeed, Ping. Monday, June 28, 2010
  34. Twitter “What are you doing?” vs. “What are you thinking?” Monday, June 28, 2010
  35. • 75 million users as of December 2009. • Allows you 140 characters per “tweet” • Other people can “follow” you and you can “follow” them. • Fast-paced, real-time • A waste of time? Monday, June 28, 2010
  36. Twitter Speak • DM - Can only send DMs to those who follow you. - Where the “magic” happens. •#HashTags - allow you to organize and search •TwitPic, TweetPhoto - apps that allow you to share photos through your Twitter account •TweetDeck, HootSuite - apps that allow you to monitor your Twitter account Monday, June 28, 2010
  37. TweetDeck Monday, June 28, 2010
  38. Important to Listen First Monday, June 28, 2010
  39. Case Study: ComCast Comcast employee falls asleep at customer’s house. Customer caught it on video and posted it onto YouTube. - Video watched over 130,000 times. - Ended up on news - Client not satisfied with Comcast’s response Used Twitter to fight bad PR with @ComcastCares account. Monday, June 28, 2010
  40. Comcast Monday, June 28, 2010
  41. Comcast Monday, June 28, 2010
  42. Case Study: Dell • Over 650,000 followers on Twitter • Known as a value provider • Provided deals exclusively to people who followed @DellOutlets Monday, June 28, 2010
  43. Case Study: Dell • As of June 2009, Dell had made $3 million dollars from Twitter - Coupons - Customer Service - Seamless integration with Facebook Monday, June 28, 2010
  44. Video and Photo Sharing Monday, June 28, 2010
  45. Video & Photo Sharing • 178 million U.S. internet users watched online videos in May 2010. • Flickr hosts more than 4 billion images, 2.5 billion images uploaded to Facebook every month (Jan. 2010) Monday, June 28, 2010
  46. Video • Keep it short and sweet • How can you make a video go viral? -Good Content -Make your video easy to share • Integrate on other platforms • Create and brand your YouTube channel Monday, June 28, 2010
  47. Case Study: BlendTec Monday, June 28, 2010
  48. Case Study: BlendTec • Viewed 7,238,341 in 2 months • 500% increase in sales • Shows the quality of the product • Memorable, Fun Monday, June 28, 2010
  49. Case Study: Philly Cream Cheese • Business goal was to relaunch product after a product launch failure • Adam and Tyler had a mission • Partnered with JetBlue • Fun, gave reason to come back and visit, got audience to participate by asking them for suggestions, used various platforms. Monday, June 28, 2010
  50. Photo Sharing • Effective use of tagging, captions, • Great way to showcase products • Post high quality pictures • Question of ethics big in this area Monday, June 28, 2010
  51. Monday, June 28, 2010
  52. Location Based Networks Monday, June 28, 2010
  53. Location-based • Growth of mobile feeding the growth of location-based networks. - Foursquare, Gowalla, Facebook • HUGE for small, local businesses • 1 year after it’s launch, Foursquare had half a million users (March 2010) Monday, June 28, 2010
  54. Foursquare • Allows users to check-in to places they visit • Users add venues • Users earn badges and “mayorship” based on loyalty and recency Monday, June 28, 2010
  55. Case Study: Fresh Brothers • Jon became “mayor” of Fresh Brothers Redondo Beach. • Message went out via Twitter, was picked up by Fresh Brothers. • Fresh Brothers welcomed their new mayor with a $25 off certificate made out to “Mayor Lackey” and a Fresh Brothers t-shirt. Monday, June 28, 2010
  56. Case Study: Starbucks Monday, June 28, 2010
  57. Social Networks Monday, June 28, 2010
  58. Social Networking Sites • Allow you to connect with like-minded people, friends and family • Social networks geared toward different groups Professional: LinkedIn, Facebook Pages Personal: Facebook, MySpace Kids: Club Penguine Niche: Ning, Corporate Networks Monday, June 28, 2010
  59. LinkedIn • Over 50 million members worldwide (Jan 2010) • People, Groups, Discussions, Events • Find jobs, find employees Monday, June 28, 2010
  60. LinkedIn Tips • Keep your profile up to date • Get recommendations • Make use of LinkedIn Groups -Answer questions relevant to your industry Monday, June 28, 2010
  61. Facebook • The big kahuna • Over 350 million users (Jan 2010) • 50% of it’s users log in every day • 69% of users are fans of 1 or more companies • Over 700,000 local businesses have pages on Facebook Monday, June 28, 2010
  62. Facebook • Profile - For personal use. - If connected to friends and colleagues can get tricky • Groups - Limit the number of emails you can send out - Gather individuals with mutual interests Monday, June 28, 2010
  63. Facebook • Pages - What you should use for your business - Users choose to “like” your business - “Boxes” good way to brand your page - Allow you to post events, notes, videos, photos - Custom applications (games, eCommerce) Monday, June 28, 2010
  64. Facebook Tips • Welcome and encourage fan content and interaction • Don’t spam your fans • Keep search in mind • Non-profit - Facebook Causes • Consider Facebook Ads Monday, June 28, 2010
  65. Case Study: Susan G. Komen for the Cure Monday, June 28, 2010
  66. Case Study: Victoria’s Secret http://www.facebook.com/video/video.php?v=425736693342 Monday, June 28, 2010
  67. MySpace Monday, June 28, 2010
  68. Kids Monday, June 28, 2010
  69. Niche Monday, June 28, 2010
  70. Podcasting and Video Streaming Monday, June 28, 2010
  71. Podcasting • Broadcasting + iPod • Digital or audio files made available online • Listeners can subscribe to your podcasts, giving you regular access to them • Industry news, trends, interviews • Establishes credibility Monday, June 28, 2010
  72. PodCasting • You now have access to a radio tower! - microphone, computer, internet connection - iTune’s “Making a Podcast” • Do you need an iPod? • Takes time, regular commitment • Might be worth investing in a good speaker Monday, June 28, 2010
  73. Video Streaming • UStream, JustinTV • Platforms allow you to share real-time video • Allow you to extend your reach Monday, June 28, 2010
  74. Case Study: Domino’s Pizza • Understands his target audience • Has fun - Mayor responsibilities - $2 Pizza Offer - Guest pizza-makers for charity - Twitter Wall on pizza boxes Monday, June 28, 2010
  75. Case Study: Domino’s Pizza Monday, June 28, 2010
  76. Case Study: Starbucks Monday, June 28, 2010
  77. Case Study: Verizon Monday, June 28, 2010
  78. Case Study: Nestle • “The chocolate has hit the fan, or in this instance, all 92,163 fans.” • “Thanks for the lesson in manners, but it’s our page, we set the rules” • “Your page, your rules, true and you just lost a customer. Won the battle and lost the war, happy?” Monday, June 28, 2010
  79. Important Questions Monday, June 28, 2010
  80. How can I use social media to drive my bottom line? Monday, June 28, 2010
  81. • Streamline and improve customer service • Connect with new leads and resources • Increase your search rankings • Develop credibility within your industry • Find employees and partners Monday, June 28, 2010
  82. Is traditional media dead? Monday, June 28, 2010
  83. Social Media is an addition to your marketing plan - not a replacement Monday, June 28, 2010
  84. Use Traditional Marketing to Maximize • Link to your social networks from your website • Let your customers know when something is going on through an email Monday, June 28, 2010
  85. Is it a fad? Monday, June 28, 2010
  86. Upcoming Trends •Video •Search •Location •Mobile •Policies Monday, June 28, 2010
  87. Policies • Encourage your employees to tweet about your brand but give them structure. • Make it a part of their employee handbook. • Critical for companies concerned about liability: healthcare, insurance Monday, June 28, 2010
  88. Policies • Our social media purpose is __________ • Be responsible and authentic • Protect confidential information • Consider the audience & exercise good judgement • Respect copyrights • Bring value • Can they do this during their work day? Monday, June 28, 2010
  89. Who should be “tweeting” for me? Monday, June 28, 2010
  90. Selecting the right person • Intern? • CEO? • Critical to have the right person managing your accounts Monday, June 28, 2010
  91. Is social media the “magic” fix? Monday, June 28, 2010
  92. You must have a good product or service. Bottom line. Monday, June 28, 2010
  93. How do I balance my business and personal profiles? Monday, June 28, 2010
  94. The “Personal” Brand • Each of you in this room are now your own brand • Employers are increasingly running Google searches on their current and prospective employees • Separate accounts? - Monitor what you are being tagged in - Set Google alerts for yourself - Be honest Monday, June 28, 2010
  95. Is social media free? Monday, June 28, 2010
  96. • Many of the tools are free • Major investment is in time, resources Monday, June 28, 2010
  97. Can I track social media results? Monday, June 28, 2010
  98. Analytics Tools • Google analytics • Facebook Insights • Twitalyzer • Foursquare analytics Monday, June 28, 2010
  99. Getting Started Monday, June 28, 2010
  100. Listen LISTEN Find out what your GOALS audience is saying. Where are they spending PLAN their time? EXECUTE What are your competitors doing? ANALYZE Monday, June 28, 2010
  101. Monitter.com Monday, June 28, 2010
  102. google.com/alerts Monday, June 28, 2010
  103. LISTEN Goals GOALS Determine what it is you want to accomplish. PLAN Make the goals as EXECUTE tangible as possible. - I want to get a new client from Twitter in the next 4 months. - I want to increase traffic to our ANALYZE website by 10%. Monday, June 28, 2010
  104. LISTEN Plan Determine your target GOALS audience. PLAN Develop your plan/strategy. How can this tie in to your EXECUTE overall marketing? Determine who will be ANALYZE responsible. Monday, June 28, 2010
  105. LISTEN Execute GOALS Execute and monitor your PLAN campaign. Reply to comments, EXECUTE feedback, questions. ANALYZE Monday, June 28, 2010
  106. Analyze LISTEN Look through your GOALS analytics reports. PLAN Measure success. EXECUTE ANALYZE Monday, June 28, 2010
  107. Questions Monday, June 28, 2010
  108. Resources Monday, June 28, 2010
  109. Groundswell Mashable.com SmartBrief.com @mlackey, maribel@zunostudios.com Client Corner zunostudios.com/blog Monday, June 28, 2010
  110. Thank you... And thanks to our sponsor! facebook.com/FreshBrothers twitter.com/FreshBrothers Monday, June 28, 2010

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