AmericasMart 3.20.10

Social Media 101: The Atlanta Spring Gift, Home Furnishings & Holiday MarketBrent Beatty

Web Design, Developmen

t&

Technology

Search & Social Media

Video & Audio

Clients

Is there dialogue happening right now online about your industry, company, products or services?

Is it a good idea for you to engage in that dialogue?

What’s the best way to do it?

What is Social Media?

An umbrella term. Software, tools and technologies that allow users to generate content and engage in peer-to-peer conversations and exchange of content and ideas.

Or…

Social Media is people having conversations online.

Social Media is people having conversations online. And building relationships.

Why should you care?

14% trust ads

14% trust ads

3000 advertisements/day

78% trust recommendations of other consumers

Nielsen Trust and Advertising Global Report July09

Companies speaking to customers is a thing of the past.

Companies speaking to customers is a thing of the past.

Customers speaking with customers is happening now.

Companies speaking to customers is a thing of the past.

Customers speaking with customers is happening now.

Companies engaging with customers is now expected.

No

study by Chadwick Martin Bailey

51% of Facebook fans are more likely to buy

Since connecting with the company on social media…

study by Chadwick Martin Bailey

51% of Facebook fans are more likely to buy

67% of Twitter followers are more likely to buy

Since connecting with the company on social media…

study by Chadwick Martin Bailey

51% of Facebook fans are more likely to buy

67% of Twitter followers are more likely to buy

60% of Facebook fans were more likely to recommend the brand

Since connecting with the company on social media…

study by Chadwick Martin Bailey

51% of Facebook fans are more likely to buy

67% of Twitter followers are more likely to buy

60% of Facebook fans were more likely to recommend the brand

79% of Twitter followers were more likely to recommend the brand

Since connecting with the company on social media…

NoSo what are you going to do about it?

Online Video

GNoGetting Started

No

1. Listen! > Research relevant blogs, forums, social media channels

No

1. Listen! > Research relevant blogs, forums, social media channels

> Analyze what people are saying about your business, industry, products

No

2. Choose your audience> Internal?> External?> General Public?> Vertical?

No

3. Engage and embrace.> Connect with your audience – blogs, forums, social networks

> Ask and answer questions, share

> Be transparent and honest

*Conversations will happen with or without you

No

4. Commitment> Top level and company buy-in

> Dedicated SM manager

> 1-2 hours/day devotion

> Budget for content creation

> Patience: think long term

*Remember – relationships

No

10 ways to get started today!

No

10 ways to get started today: Lay the foundation

1. Create a professional online presence. Track: Google Analytics, Omniture, etc.

No

10 ways to get started today: Lay the foundation

1. Create a professional online presence. Track! Google Analytics, Omniture, etc.

2. Assess your needs and purpose. Define success.

No

10 ways to get started today: Lay the foundation

1. Create a professional online presence. Track! Google Analytics, Omniture, etc.

2. Assess your needs and purpose. Define success.

3. Narrow target audience.

No

10 ways to get started today: Listen!

4. Find professional blogs, personal interest blogs; follow closely.

No

10 ways to get started today: Listen!

4. Find professional blogs, personal interest blogs; follow closely.

5. Subscribe to relevant news feeds (Google Alerts, Google Reader, RSS).

No

10 ways to get started today: Engage!

6. Create a Facebook Profile; set up fan page, group or cause. Comment and share.

No

10 ways to get started today: Engage!

6. Create a Facebook Profile; set up fan page, group or cause. Comment and share.

7. Join Twitter; create a follow and tweet strategy. Re-tweet, comment, make friends.

No

10 ways to get started today: Engage!

6. Create a Facebook Profile; set up fan page, group or cause. Comment and share.

7. Join Twitter; create a follow and tweet strategy. Re-tweet, comment, make friends.

8. Subscribe to podcasts; comment and share.

No

10 ways to get started today: Engage!

6. Create a Facebook Profile; set up fan page, group or cause. Comment and share.

7. Join Twitter; create a follow and tweet strategy. Re-tweet, comment, make friends.

8. Subscribe to podcasts; comment and share.

9. Create LinkedIn profile and join relevant groups.

No

10 ways to get started today: Engage!

6. Create a Facebook Profile; set up fan page, group or cause. Comment and share.

7. Join Twitter; create a follow and tweet strategy. Re-tweet, comment, make friends.

8. Subscribe to podcasts; comment and share.

9. Create LinkedIn profile and join relevant groups.

10. Start a blog; update it often and integrate all other social elements.

No

Defining Success:

GOAL: Increase Brand Awareness

> Frequency of mentions> Positive/negative/neutral> Context

No

Defining Success:

GOAL: Site Traffic

> New visitors> Links clicked> Traffic generators

No

Defining Success:

Other factors

> Blog subscribers> Fans, followers, friends> Page Views> Inbound links

No

Summary

> Define success, set goals> Listen> Engage> Dedicate time> Track and measure> Patience: think long term

ResourcesMashable

iMedia Conneciton

MediaPOst

eMarketer

ZDNet

TechCrunch

Switched

ReadWriteWeb

Social Media Today

Google Reader

Google.com/alerts

WhatIsRss.com

Brent Beattybrent@whatsup.com

www.whatsup.com Twitter: @whatsupdotcom

Follow me on Twitter: @Brent_in_ATL

Questions?