Social Media for Business: An Introductory Seminar February 2011
-
date post
19-Oct-2014 -
Category
Business
-
view
2.835 -
download
3
description
Transcript of Social Media for Business: An Introductory Seminar February 2011
Social Media for BusinessAn Introductory Seminar for Small Business Owners
Friday, February 11, 2011
Who am I?
Friday, February 11, 2011
•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
Maribel Lackey
Friday, February 11, 2011
Enough about me. Who are you?
Friday, February 11, 2011
•Name•Where are you from (Company)•Why are you interested in learning about social media?
Friday, February 11, 2011
What Are We Going to Talk About Today?
Friday, February 11, 2011
• 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 and Offer-Based Networks (FourSquare, Groupon)
- Social Networking (Facebook, LinkedIn, MySpace)
- Podcasting and LiveCasting (Ustream, Justin.tv)
• How can you use it to drive your bottom line?
• Where should you start?
Friday, February 11, 2011
What is social media?
Friday, February 11, 2011
Social media is a category of sites based on user
participation & user-generated content
Friday, February 11, 2011
- 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.”
In english please:
Friday, February 11, 2011
Who Is Using Social Media?
P O W E R E D b y S E R V I C E™
Friday, February 11, 2011
Who Is Using Social Media?
Friday, February 11, 2011
Why should you care?
Friday, February 11, 2011
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.
Friday, February 11, 2011
It is affecting you•The internet is everywhere, and it has changed the game.
- mobile, search, location
•Television viewing, radio listening is eroding
•Newspaper/Magazine reading is declining
•People are avoiding advertising - too much noise
Friday, February 11, 2011
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.”
Friday, February 11, 2011
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.
Friday, February 11, 2011
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.
• Social media is already affecting you.
Friday, February 11, 2011
Big Lesson
“note to self...never piss off moms...especially twitter moms...they can be a nasty bunch ;)”
Friday, February 11, 2011
Key Differences from Traditional Marketing
Friday, February 11, 2011
•Puts the human factor back into marketing
•Talking with your customers, not at your
customers. It’s a two-way conversation.
•Not about you.
Friday, February 11, 2011
•Must realize and accept that you do not control
your social media. Your audience does.
•Relax - it’s okay.
Losing Control
Friday, February 11, 2011
•Listen
•Add value
•No hard-selling
•Engage and interact
•Be real, be nice, be honest, be grateful
•Focus on quality, not quantity
Golden Rules of Social Media
Friday, February 11, 2011
Authenticity: must be genuine
Transparency: must be clear about who you
are, and why you are there
Friday, February 11, 2011
Blogging and MicroBlogging
Friday, February 11, 2011
- web log: a shared online journal
- You are now a publisher!
- 77% of internet users read blogs (March 2010)
Blog
Friday, February 11, 2011
Video: Blogs in Plain English
http://www.youtube.com/watch?v=NN2I1pWXjXI
Blog
Friday, February 11, 2011
•Establish you as authority within your industry
•Linkbacks and fresh, relevant content help
search rankings
•Take more time, commitment
Blog
Friday, February 11, 2011
•Make your content easy to share.
•Build relationships with other bloggers
- Don’t spam!
•Make your content easily available - RSS Feeds
•Keywords, tags, links
Blog Tips
Friday, February 11, 2011
Case Study: Sun MicroSystems
Friday, February 11, 2011
Short-form web log.
Twitter, FriendFeed, Ping.
Micro-Blogging
Friday, February 11, 2011
“What are you doing?”
vs.
“What are you
thinking?”
Friday, February 11, 2011
•190 million users as of June 2010.
•Allows you 140 characters per “tweet”
•Other people can “follow” you and they can
“follow” you.
•Fast-paced, real-time
•A waste of time?
Friday, February 11, 2011
•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
Twitter Speak
Friday, February 11, 2011
TweetDeck
Friday, February 11, 2011
Important to Listen First
Friday, February 11, 2011
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.
Case Study: ComCast
Friday, February 11, 2011
Comcast
Friday, February 11, 2011
Comcast
Friday, February 11, 2011
•Over 1.5 million followers on Twitter
•Known as a value provider
•Provided deals exclusively to people who followed @DellOutlets
Case Study: Dell
Friday, February 11, 2011
•As of Dec. 2009, Dell had made $6.5 million dollars from Twitter
Case Study: Dell
Friday, February 11, 2011
•Blog on haircare, reviews on hair care products
•Exclusive sales on Twitter
•Blog on exercise and healthy living
- Myth busters
- Receipes
- How To-s
What could you do?
Friday, February 11, 2011
Video and Photo Sharing
Friday, February 11, 2011
•Avg. internet user watches 186 online videos per month
(U.S.)
•2+ billion videos are watched per month on Facebook
•Flickr hosts more than 5 billion images (Sept. 2010)
•3+ billion images uploaded to Facebook every month
Video & Photo Sharing
Friday, February 11, 2011
•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
Video
Friday, February 11, 2011
•Viewed 7,238,341 in 10 months
•Shows the quality of the product
•Memorable, Fun
•Keeps you coming back
Case Study: BlendTec
Friday, February 11, 2011
•BlendTec Video:
http://www.youtube.com/watch?v=lAl28d6tbko
Case Study: BlendTec
Friday, February 11, 2011
YouTube Branding
Friday, February 11, 2011
•How to fit a product correctly
•Step-by-step exercise and benefits
•Hairstyle trends and “How To-s”
- “This wedding season the top styles we’re seeing for brides are....”
- How to recreate a celebrity hair style
What could you do?
Friday, February 11, 2011
•Effective use of tagging, captions,
•Great way to showcase products
•Post high quality pictures
•Question of ethics big in this area
Photo Sharing
Friday, February 11, 2011
Friday, February 11, 2011
Location & Offer Based Networks
Friday, February 11, 2011
•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)
Location-based
Friday, February 11, 2011
•Allows users to check-in to places they visit
•Users add venues
•Users earn badges and “mayorship” based on
loyalty and recency
Foursquare
Friday, February 11, 2011
•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.
Case Study: Fresh Brothers
Friday, February 11, 2011
Case Study: Fresh Brothers
Friday, February 11, 2011
Case Study: Starbucks
Friday, February 11, 2011
•Groupon, Living Social
•1 day or limited offers
•Create a sense of urgency
•Big traffic drivers
Offer-based
Friday, February 11, 2011
Friday, February 11, 2011
•Must be prepared to handle traffic
•Some users only there for deal
•Some areas very competitive and harder to get
deal published
Offer-based
Friday, February 11, 2011
•Mayor gets 10% off
•Every 10th checkin you get a free session
•Introduce a new product or service with a deal
What could you do?
Friday, February 11, 2011
Social Networks
Friday, February 11, 2011
•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
Social Networking Sites
Friday, February 11, 2011
•Over 90 million members worldwide (Jan 2011)
•People, Groups, Discussions, Events, Answers
•Find jobs, find employees
Friday, February 11, 2011
•Keep your profile up to date
•Get recommendations
•Make use of LinkedIn Groups
-Answer questions relevant to your industry
LinkedIn Tips
Friday, February 11, 2011
•The big kahuna
•Over 600 million users (Dec. 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
•51% of brand followers will purchase that specific brand
Friday, February 11, 2011
•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
Friday, February 11, 2011
•Pages
-What you should use for your business
- Users choose to “like” your business
- Allow you to post events, notes, videos, photos
- Custom applications (games, eCommerce)
Friday, February 11, 2011
•Welcome and encourage fan content and
interaction
•Don’t spam your fans
•Keep search in mind
•Non-profit - Facebook Causes
•Run targeted Facebook ads
Facebook Tips
Friday, February 11, 2011
Case Study: Susan G. Komen for the Cure
Friday, February 11, 2011
Case Study: Victoria’s Secret
http://www.facebook.com/video/video.php?v=425736693342
Friday, February 11, 2011
Niche
Friday, February 11, 2011
•Exclusive fan deals
•Share good press - awards, testimonials, Yelp reviews (Tweets I Appreciate)
•Tip of the Day
•FAQs
•Central hub for all your content
What could you do?
Friday, February 11, 2011
Podcasting and Video Streaming
Friday, February 11, 2011
•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
Podcasting
Friday, February 11, 2011
•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
PodCasting
Friday, February 11, 2011
•UStream, JustinTV
•Platforms allow you to share real-time video
•Allow you to extend your reach
Video Streaming
Friday, February 11, 2011
• Understands his target audience
• Has fun
- Mayor responsibilities
- $2 Pizza Offer
- Guest pizza-makers for charity
- Twitter Wall on pizza boxes
Case Study: Domino’s Pizza
Friday, February 11, 2011
Case Study: Domino’s Pizza
Friday, February 11, 2011
Case Study: Starbucks
Friday, February 11, 2011
Case Study: Verizon
Friday, February 11, 2011
Important Questions
Friday, February 11, 2011
How can I use social media to drive my bottom line?
Friday, February 11, 2011
•Streamline and improve customer service
•Connect with new leads and resources
•Increase your search rankings
•Develop credibility within your industry
•Find employees and partners
Friday, February 11, 2011
Is traditional media dead?
Friday, February 11, 2011
Social Media is an addition to your marketing plan - not a replacement
Friday, February 11, 2011
•Link to your social networks from your website
•Let your customers know when something is
going on through an email
Use Traditional Marketing to Maximze
Friday, February 11, 2011
Is it a fad?
Friday, February 11, 2011
•Video
•Search
•Location
•Mobile
•Policies
Upcoming Trends
Friday, February 11, 2011
•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
Policies
Friday, February 11, 2011
Is social media the “magic” fix?
Friday, February 11, 2011
You must have a good product or service. Bottom line.
Friday, February 11, 2011
How do I balance my business and personal profiles?
Friday, February 11, 2011
•Each of you in this room are now your own brand
•Employers are increasing running Google searches on
their current and prospective employees
•Separate accounts?
- Monitor what you are being tagged in.
The “Personal” Brand
Friday, February 11, 2011
Is social media free?
Friday, February 11, 2011
Can I track social media
results?
Friday, February 11, 2011
•Google analytics
•Facebook Insights
•Twitalyzer, Klout
•Foursquare analytics
Analytics Tools
Friday, February 11, 2011
Getting Started
Friday, February 11, 2011
ANALYZE
EXECUTE
PLAN
GOALS
LISTEN
Friday, February 11, 2011
ANALYZE
EXECUTE
PLAN
GOALS
LISTENListen
Find out what your audience is saying.
Where are they spending their time?
What are your competitors doing?
Friday, February 11, 2011
Monitter.com
Friday, February 11, 2011
google.com/alerts
Friday, February 11, 2011
ANALYZE
EXECUTE
PLAN
GOALS
LISTENGoals
Determine what it is you want to accomplish.
Make the goals as tangible as possible.
- I want to get a new client from Twitter in the next 4 months.
- I want to increase traffic to our website by 10%.
Friday, February 11, 2011
ANALYZE
EXECUTE
PLAN
GOALS
LISTEN Plan
Determine your target audience.
Develop your plan/strategy.
How can this tie in to your overall marketing?
Determine who will be responsible.
Friday, February 11, 2011
ANALYZE
EXECUTE
PLAN
GOALS
LISTEN
Execute
Execute and monitor your campaign.
Reply to comments, feedback, questions.
Friday, February 11, 2011
ANALYZE
EXECUTE
PLAN
GOALS
LISTENAnalyze
Look through your analytics reports.
Measure success.
Friday, February 11, 2011
Resources
Friday, February 11, 2011
Groundswell
Mashable.com
SmartBrief.com
@mlackey, [email protected]
Zuno Studios Blogzunostudios.com/blog
Friday, February 11, 2011