Social Networking

SBDC Web Development Program Session 4

Presented by: Catherine TryonFebruary 16, 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, Coach

Who Are You?

• Name, Business

• Website? Blog? Do you read Blogs?

• Do You Use Linkedin?

• Facebook? Facebook Fan Page? Facebook Ads?

• Twitter?

What We Will Discuss Today

• What is Social Media• How Social Media Has Changed Business and

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

Take Aways for Today• A basic understanding of Social Media

• A basic understanding of the 3 most popular Social Media tools– Linkedin– Facebook– Twitter

• Some concrete actions that you can do today to improve your business marketing using Social Media.

What is Social Media?

• Traditional Media = Monologue

• Social Media = Dialogue

• Social Media is rooted in Relationships.

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. 5000 per day).

• Customers have more choices.

• Customers are talking back.

Speaking of Talking Back…

• Blogger Jeff Jarvis buys a Dell computer, has some problems, gets frustrated with Dell’s lack of help and service.

• Jeff starts blogging about Dell Hell.

• Dell Stock: $40.30 HP Stock: $22.68

An Expensive Lesson• Jeff was cited by Business week, NY Times,

PC World, The Guardian UK, and Adweek.• Dell’s Reaction? Issued press releases &

closed its’ message boards• Dell lost about $36 Billion

in market cap.

Dell Stock: $29.24 (11.06)

HP Stock: $28.79

Why Did Dell Get Into Trouble?

• Because they didn’t know what their customers thought of them!

• Once they had a “problem”, they tried to fix the issue by issuing Press Releases & closing off customer message boards.

• Jeff’s Blog didn’t cause Dell’s problems – it just revealed it to them!

What Did Dell Finally Do?

• Michael Dell finally got involved!

• Reopened message boards

• Started a corporate blog

• Decided to start listening to its customers

The Guitar Breaking Airlines...

• In 2008, Canadian musician Dave Carroll’s Taylor guitar was broken by baggage handlers on United Airlines and after a year of getting nowhere, in July of 2009 he wrote a song about it and posted it on Youtube.com…. It was an instant hit!

To see the video go to http://www.youtube.com/watch?v=5YGc4zOqozo

The Impact of Doing Nothing..• As of this week there were 7,752,421 views

• Over 150,000 in the first week.

• CNN aired the story and played the video.

• In August 2009, United talked with Dave to make the situation right.

• United said that they will use the Youtube video for internal customer service training

It’s all about Conversations• Business communication is becoming more

personal.

• People want to know about your products and services – no niche is too small.

• 93% of people thought 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.

Why You Should Listen

• 91% say consumers reviews are the #1 aid to buying decisions ~ J.C. Williams Group

• 87% trust a friend’s recommendation over a critic’s review ~ Marketing Sherpa

• One word of mouth conversation has the impact of 200 TV ads ~ BuzzAgent

Why You Should Care

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

• About You - “Dell Hell” & “United Breaks Guitars”

• Look at what it took for these companies to finally have a conversation with Jeff & Dave

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

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

How Are Small Businesses Using Social Media Today?

Blendtec – Willitblend.com

Kogi BBQ – twitter.com/kogibbq

Wiggly Wigglers – Podcasting / Twitter

Rudy’s Drivein – Facebook Page (2900 fans)

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

Where to Start?

1.) Find Interested People

2.) Deliver Quality Content

3.) Capture their information

4.) Communicate Frequently

Where To Find Interested People

Google

Blogs

Facebook

Youtube

Twitter

Linkedin

Digg

Del.icio.us

Match the tools to the strategy

• After you know what you are trying to do, select the best tools to execute your strategy.

• Learn about the tools and which ones will help you achieve your goals.

• Using the best tools doesn’t guarantee success or solve all marketing problems.

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

Define Success

• Develop a customer focused community

• Increase engagement

• Opt-ins for e-newsletter or e-mail

• Subscriptions to blog

• Expand customer base

2010 Social Media Ad Spend

Worldwide, paid social network advertising is expected to increase to $2.5 billion in 2010.

$1.2 billion in paid advertising on social networks alone in the U.S. in 2010

3.9% increase driven mainly by Facebook’s rapid growth

Source: www.emarketer.com

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

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.

10 Minute Break

Next… Linkedin

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

Linkedin Members

• 57% Male 43% Female• Average income of $110,000• Average age is 41• Joined for professional networking, job search,

or business development• Interested in news, employment, sports, politics,

world events• Own more electronic gadgets than other social

networkers – digital cameras, HDTV, DVR, Blu-ray etc.

Quick tour of LinkedIn

• Formatted like a 3 column blog• Left hand col. = do most navigating• Main col. = click on live links in this section

& see things you can manage yourself.• Right col. = applications, & Ads• Going across the top of the page: People,

Jobs, Answers, Companies

How To Use Linkedin?

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 the resume?

• Consultant? Do they have any recommendations?

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

• Careerbuilder

Linked In Agenda

1.) Home Screen

2.) Profile

3.) Contacts

4.) Groups

5.) Inbox (InMail)

1. Home Screen

• Formatted like a 3 column blog

• Left hand column: will use for navigating

• Main column: things you will manage yourself.

• Right column: Linkedin applications & ads

2. 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!

Profile Worksheet

• Use your real name! • Professional headline.• Add a photo – use a professional one.• Fill out the basics today.• Eventually reach 100%.• Status updates – make it work related.

3. Contacts: Building a Network

• Inviting and accepting connections– Max invitations to connect is 3000

• Connection sources:– Address Book– Searching for people or companies

• People move around a lot & information changes – this keeps your database fresh.

Get Recommended

• Third party testimonials add credibility to you when people do find you.

• Encourage clients and colleagues to give you a recommendation.

• Give freely to your clients and colleagues your recommendation.

4. Join Groups

• Max is 50

• Search for groups that interest you

• Join groups with tons of members

• Start a group

5. Linkedin “InMail”

• 1st degree connection (directly connected) or share a group membership with can send a message for free. – When invitation is accepted that makes you a

1st degree (direct) connection.

• 2nd and 3rd degree connection can send emails with upgraded ($) account.– Too many disapprovals can jeopardize account

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

10 Minute Break

Next… Facebook

Promote Your Business Using

Agenda

1.) Business Goals for Facebook

2.) Create a Fan Page

3.) Create a Facebook Ad

4.) Create a Facebook Group

5.) View Metrics

Facebook is Where the Customers Are

• More than 400 Million active 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 and then create a business page that you will administer.

• Personal profiles have friends (mutual acceptance) whereas business pages have fans (one way opt-ins)

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.

Create a Business Page 1

Note: You must be logged in to create a Page

Create a Business Page 2

Create a Business Page 3

Create a Business Page 4

Your Business Information

Publish Your Business Page

Become a Fan

Enhance Your Page• Events

• Photos

• Discussions

• Reviews

• Videos

• Blog Articles

Invite Your Friends

Draw On Your Network

Optimize for Search Engines

• Facebook is a search partner with Microsoft Bing

• Facebook is looking more like a search engine

Facebook Ads

What To Advertise

• A Website • Something on Facebook

– Your Fan Page – A Group Page– An Event that you have created.

• A Landing Page

Advertise on Facebook

Create Your Ad

Target Your Audience

Target by Location, Gender, Age, Keywords, Connections, etc.

Set Your Budget• Choose to Pay Per

Click (PPC) or Pay Per Impression (PPV)

• Click through rate on Facebook is LOW!

• Use Pay Per Click.

Create a Facebook Group

Create a Facebook Group

Metrics

• Measure Friends, Fans, and Activity

• Facebook Campaign Manager

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

10 Minute Break

Next… Twitter

For Your Business

Agenda

1.) Why and how local businesses use Twitter

2.) Twitter profile basics

3.) Tools to make tweeting easier

4.) Examples of businesses using Twitter

5.) Twitter Terminology

What is Twitter?

• Free social networking & micro-blogging service that allows users to send “tweets” or messages that are no longer than 140 characters.

What Twitter Is Not

• Twitter is NOT about…– Sharing what you had for lunch today– Wasting your time– Following all the celebrities each day– Tweeting the daily news feed from your

industry– Spamming the tweetersphere with endless

tweets of “Buy my product/service” links

What Twitter Is

• Twitter is about…– Building your brand– Developing your business network– Gaining new knowledge– Listening to your customers– Engaging in the tweetersphere

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!

Before You Get Started• Know your goals

– To expand my network– To promote my brand– Identify potential business opportunities– Find new sources of knowledge (people,

websites, etc.)– Share expertise– Have fun

Profile Basics

• Photo• Bio• Website Link• Background Image• Device and Email Management

Twitter Tools• Search.twitter.com • Tweetdeck.com or Twhirl.org• Twitterlocal.net• Twellow.com/twellowhood.com• Tweebrain.com• Mrtweet.com• Tweetlater.com• Twittergrader.com• Hundreds of Mobile apps

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

Business Examples• Twitter.com/ellen

• Twitter.com/garyvee

• Twitter.com/zappos

• Twitter.com/jetblue

• Twitter.com/cnn

Twitter Terminology

• #FollowFriday – a way to share conversations and follow people talking about the same subject. Follow on Tweetchat.com

• @username to address a follower • example: @SuzieOrman – thanks for the

great advice about my investments.

Twitter Terminology

• DM is a direct message to another userExample: DM GaryVee Great wine suggestion

for Thanksgiving Dinner – Thanks!

• RT in front of tweet when using someone’s tweet and you want to spread the twitterlove to your followers. i.e. RT @ellen 4 yr old Hip Hop on show today

The 20 Minute per day Twitter Workout

1. Send out 3 social chit chat messages as you go about your day2. Share 3 things that you have found that you want to share with others3. Retweet 3 messages from others, that you wanted to share with others4. Send out 2 messages that demonstrate your expertise or knowledge5. Spend time replying to anyone that messages you6. Spend time answering any questions around your area of expertise7. Spend some time recommending other peeps to follow8. Answer any direct messages that are not spam9. Invite a daily question on your area of expertise or knowledge10. Find several new peeps to follow each day based on your criteria11. Spend time in the Search, listen & then engage when you can add value

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!

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