Why Your Company Can Benefit From Social Marketing

Coulee Region Professional Women

Catherine Tryon February 23, 2010

Who is Catherine Tryon

• Over 20 years in the IT Industry

• Over 15 years of Internet Marketing Experience

• Small Business & Social Media Consultant

• Entrepreneur, Trainer, & Speaker

What We Will Discuss Today

• How Social Media Has Changed Business and Traditional Marketing

• Social Media for Small Businesses• Where to Start• Linkedin• Facebook• Twitter

Social Media Has Changed Business

• It has leveled the marketing playing field.

• It’s community owned – can’t buy access to it.

• Customers are overwhelmed with Advertising messages ( Avg. 3000 per day).

• Customers have more choices.

• Customers are talking back.

It’s all about Conversations

• Business communication is becoming more personal.

• 93% of people believe businesses should have a social media presence so they could communicate with them. ~ Gartner Group

• People want to be heard, especially if they are have an issue with your company.

And Community

• The most successful communities online tap into our basic human nature:– We want to belong.– We want to make a difference in the world.– We want to be heard.

• Create relationships that satisfy those needs.

Who Controls the Message?

• The Social web is causing brands to be more human, authentic, and engaging.

• Your brand is now the sum of conversations about it.

• “Dell Hell” & Dave Carroll To see the “United Breaks Guitars” video go to http://www.youtube.com/watch?v=5YGc4zOqozo

Why Should You Care?

• Conversations happen “with” you or “about” you

• About You - “Dell Hell”

• “United Breaks Guitars”

The New Trust Economy

• The line between business & personal is blurring – people are interested in doing

business with people!

“Social networking is always important when it’s real and is always a useless distraction with it’s fake” ~ Seth Godin

Social Media Does Not Make Money!

Good business skills are the same online as they are offline.

Your business makes money by doing business with people that:– Know You– Like You– Trust You

Social Media Helps Companies Listen & Participate

Statistics

• 74% of all US adults are online. ( US is #8 June 2009 - #1 is Norway @ 86% )

• 2009 Average age of user Linkedin 41

Facebook 34

Twitter 33

MySpace 29

How Are Small Businesses Using Social Media Today?

Blendtec – Willitblend.com

Mark Bertrang (Onalaska) – Podcasting

Viterbo University - Twitter

Rudy’s Drivein – Facebook Page (2955 fans)

The Big 3 Social Media Forces

• Social Networking Platform with over 350 million users

• Real time micro-blogging with over 50 million users

• Business oriented professional network with over 50 million users

Social Media Tools for 2010

• 44% will start a company blog

• 36% will try online video

• 27% will join Twitter

• 27% will start podcastingCenter for Marketing Research ~University of Massachusetts, Dartmouth

Study of 500 fast-growing private US companies

So You’ve joined

Now what?

www.linkedin.com

What is Linkedin?

• The free social network for business professionals around the world.

• 60 million members• 170 industries represented• 200 countries• 20 million US members• Executives from all the Fortune 500

companies are Linkedin members

Increase Your Visibility

• Increases likelihood that your profile will be seen when someone in your network is looking for a professional like you.

• Increases your Google ranking

• Research new people in advance of a meeting or event.

Find a New or Better Job

• Give or receive help from you connections.

• This is your online resume

• Ask your connections for introductions

• Give and request endorsements

Check New People Out

• New Hire? Does Linkedin match their resume?

• Consultant? Do they have any recommendations?

• 45% of hiring managers said they were checking new hires’ social media profiles.

• Careerbuilder

Build Your Profile

Your Profile is like:A web pageAn online resumeAn advertisement for YOU!

It should be designed with Marketing YOU in mind.

Think of a Linkedin Profile as a Hub site for you and your company!

What to do after today…

• Complete your profile to 100%• Connect with the people that you know• Give recommendations• Ask for testimonials• Join or start a group that interests you• Build your network strategically

Promote Your Business Using

Facebook is Where the Customers Are

• More than 400 Million users• 50% of active users log onto Facebook on

any given day• 600, 000 new users every day• More than 1.6 million active Fan Pages• 3rd most trafficked website• Fasted growing demographic is those 35

years or older.

Business Goals for Using Facebook

• Get Found!

• Connect and engage

• Create a community

• Promote content

Personal vs Business• Setup a personal profile first

• Then create a business page

• Personal profiles have friends (mutual acceptance)

• Business pages have fans (one way opt-ins)

Facebook Business Tools

• Fan Pages– Designated area on Facebook for business to

setup a custom presence.

• Facebook Ads– Ads on the Facebook page which can be

targeted by: location, age, interest, sex, relationship status etc.

Enhance Your Page•Events

•Photos

•Discussions

•Reviews

•Videos

•Blog Articles

Invite Your Friends

Draw On Your Network

Facebook Ads

What To Advertise

• Your Website

• Something on Facebook– Your Fan Page – A Group Page– An Event that you have created.

• Your Product or Service

What to do after today…

• Create a Fan Page• Beef up your Page with photos, videos, etc• Invite all of your friends• Create a Facebook Ad & test• Join or start a group that interests you• Build as many Facebook Pages as you

want or need

For Your Business

Why is Twitter So Popular?• Simplicity

• Desktop and mobile applications

• Your friends are there too

• Mainstream acceptance

• Celebrities keep us updated

Twitter Growth is Not Fueled by Teens!

Local Businesses Using Twitter• Viterbo University• Stephen Jerzak (17 yr. old musician)• La Crosse Tribune• Orange Computing• La Crosse Police• WKBT & WXOW• Nicklaus Martial Arts America• Community Credit Union

Local Tweeters

Twitter Tools• Search.twitter.com • Tweetdeck.com• Twitterlocal.net• Twellow.com/twellowhood.com• Hootsuite.com• Mrtweet.com• Socialoomph.com (formerly tweetlater.com)• Twittergrader.com• Hundreds of Mobile apps

What to do after today…

• Create Your Twitter Plan• Start following people you like and know• Try out a few of the twitter apps and use

the ones that best fit your needs.• Follow me @catherinetryon and I’ll follow

you right back!• Join a conversation and have fun!

Remember…

• Anonymity is giving way to authenticity.

• Trust is the new Currency.

• You bring your real life relationships with you online – consistent in both.

• Be Transparent & real.

5 Ways to Succeed• 1.) Have a plan

• 2.) Take small steps with a goal in mind

• 3.) Spend some time with the tools

• 4.) Track your progress and results

• 5.) Be flexible with your strategy

Social Media Profile Management for Busy Executives

• In case you need a program to manage your Social Media Profiles while you manage your business.

This Presentation is Available

• Download from slideshare.net– Search for Catherine Tryon

• Go to my LinkedIn profile and download from my slideshare link.

Thank You!

• Phone: 608.843.2345

• Email: catherine@catherinetryon.com

• www.facebook.com/catherine.tryon• www.linkedin.com/in/catherinetryon• www.twitter.com/catherinetryon• www.catherinetryon.com