1 Marketing Your Business With Social Media Lou Heldman Center for Management Development November...

1

Marketing Your BusinessWith Social Media

Lou Heldman

Center for Management Development

November 8, 2010

2

Please (briefly) introduce yourself

• Your name• Your personal involvement with SM

(Facebook, Twitter, LinkedIn, etc.)• Your company’s involvement with SM• What you hope to gain today

3

Plan for today

• Learn about social media and its potential value to your organization

• Win *fabulous prizes• Leave with three concrete steps for

improving your marketing results* Well, not really fabulous, but this is marketing, right?

4

The social media quiz

• Google is the world’s most popular search engine. What’s #2?

• How many Facebook friends does the average user have?

• How many characters in a tweet?• What is bit.ly?

5

The social media quiz

• What % of Facebook users are outside the US?

• About how many YouTube videos are watched every day?

• What does wiki mean in Hawaiian?• Facebook friends, Twitter followers

and LinkedIn ____________.

6

Why is everyone talking about SM?

• Staggering growth• New dynamic between companies

and consumers• Alternative to paid and earned media• Low barriers to entry• Long tail effect

7

What is social media?

“It is the shift from a broadcast mechanism, one-to-many, to a many-to-many model, rooted in conversations…”

Brian Solis

8

What does it do?

“Social media provides the way people share ideas, contents, thoughts and relationships online … anyone can create, comment on and add to social media content.”

David Meerman Scott

9

SM is about earning trust

“Looking at business through the lens of relationships, rather than that of transactions.”

Charlene Li

10

Multi-channel, multi-purpose

“A rich set of new tools … to generate new business”

John Jantsch

11

Brian Solis formula

• Go where your customers are and not where they aren’t.

• Give them something to read or see.

• Give them something to share.

• Give them reasons to respond.

12

Changing the way we live

Video: Social media revolution 2

Anything surprise you about this?

What does it mean to how your organization communicates?

13

SM differs from traditional marketing

• Two way conversation• Immediately measurable responses• Monitor/respond to word of mouth• Spectrum of relationships

14

SM differs from traditional marketing

• Equal opportunity among competitors• Greater ability to establish trust• Diverse distribution channels• Low barrier to entry; high barrier to

success• The news media finds you!

15

Thinking strategically about SM

• Strategy and culture first• Marketing plan second• Then, social media marketing plan• Search engine optimization (SEO) is

mission critical

16

Why SEO?

• You are who Google says you are • The process of driving quality traffic• The goal is to be on the first page of

Google results• SEO Vs. SEM

17

SEO success story: DietsinReview.com

• Optimized headlines, sub-headlines, keywords

• Cross-blogging

• Basement video

18

Questions to ask at the beginning

• What benefits sought?• How will SM complement, override

website, email, other marketing?• Which SM channels?• Who will develop, implement,

maintain and measure?• How, when it will be assessed?

19

Trends Reshaping Business and Society

• The whole world is going mobile• Google, Facebook and YouTube

dominating• Business models under assault• Power shifting to individuals• Declining privacy and attention span

20

Concerns about social media

• What it is doing to our brains• Violating boundaries, especially

privacy• It lasts forever

21

Why use social media in your business?

• Start/be part of the discussion• Create more trial, loyalty• Build trust; deeper relationships• Anticipate issues, misimpressions• Introduce changes, share news• Measureable instant results

22

Customer expectations compel use

• Clients on SM, especially Facebook (75%+ of 18-24 year olds)

• They expect you there, rapid response• Your competitors there, or will be

23

Social media channels

Solis Conversation Prism

24

Some local role models

• Facebook: Intrust Arena, Girl Scouts, Mead’s Corner

• Twitter: Cox Kansas, Heartspring

• LinkedIn: Foulston Siefkin

• YouTube: Suzuki of Wichita

25

Elements of a good Facebook Page

• Networking with other platforms

• Promotes interaction

• Creates a resource for your brand

• Targets your demographic

• For more information, http://bit.ly/FBbiz

26

Elements of a good Twitter page

• Regularly updated, personal tone, invites conversation

• Drives traffic with discounts, coupons, questions

• Cross-promote with website, other SM

• Tweetups

• Info: http://bit.ly/TWelements

27

Elements of good LinkedIn presence

• Completely fill in your profile

• Use a businesslike headshot photo

• Would someone want to hire or work for this person (you)?

• Info: http://bit.ly/LIadvice

28

Elements of good YouTube presence

• Quantity more important than quality

• External mic and decent sound quality important

• Can get into this for under $500 using Windows Movie Maker or iMovie

• Link from your other sites

• Stage contests

• Info: http://on.mash.to/YTtips

29

Material primarily adapted from …

• Josh Bernoff, Charlene Li• John Jantsch• Mashable.com• David Meerman Scott• Brian Solis• Students, faculty, guest speakers

Elliott School of Communication

30

Thanks to …

• The staff of CMD

• Nathan Carr

• Mike Vaughn, Barton School of Business

• Students in Comm 660R – 860R

• D.M. Scott, author of New Rules of Marketing and PR

• Brian Solis, author of Engage!

• And, all of you.

31

Spring semester class: Comm 660M

• Media Transformation: Wichita, the Web and the world

• Tuesdays starting January 18• 5:35 – 8 p.m., Elliott Hall

32

Marketing Your BusinessWith Social Media

Contact: lou.heldman@wichita.edu

316.978.6077

Twitter: louheldman

Blog: louheldman.posterous.com