Upload
zuno-design-studios
View
9.688
Download
0
Embed Size (px)
DESCRIPTION
Introduction to Social Media for Business Seminar presentation.
Citation preview
Social Media for BusinessAn Introductory Seminar for Small Business Owners
Monday, June 28, 2010
Who am I?
Monday, June 28, 2010
•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
Monday, June 28, 2010
Enough about me. Who are you?
Monday, June 28, 2010
•Name•Where are you from (Company/Industry)•Why are you interested in learning about social media?
Monday, June 28, 2010
What Are We Going to Talk About Today?
Monday, June 28, 2010
• 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 Networks (FourSquare, GoWalla)
- Social Networking (Facebook, LinkedIn, MySpace)
- Podcasting and LiveCasting (Ustream, Justin.tv)
• Common Questions
• Where should you start?
Monday, June 28, 2010
What is social media?
Monday, June 28, 2010
Social media is a category of sites based on user
participation & user-generated content
Monday, June 28, 2010
- 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:
Monday, June 28, 2010
Who Is Using Social Media?
P O W E R E D b y S E R V I C E™
Monday, June 28, 2010
Who Is Using Social Media?
Monday, June 28, 2010
Why should you care?
Monday, June 28, 2010
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.
-Exponential.
Monday, June 28, 2010
It is affecting you•The internet is everywhere, and it has changed the game.
- mobile, search, location
•Television viewing, radio listening is eroding
•Newspaper reading is declining
•People are avoiding advertising - too much noise
Monday, June 28, 2010
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.”
Monday, June 28, 2010
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.
Monday, June 28, 2010
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. Timing is everything.
• Social media is already affecting you.
Monday, June 28, 2010
The Power of Mommy -Bloggers
“note to self...never piss off moms...especially twitter moms...they can be a nasty bunch ;)”
Monday, June 28, 2010
Key Differences from Traditional Marketing
Monday, June 28, 2010
•Puts the human factor back into marketing
•Talking with your customers, not at your
customers. It’s a two-way conversation.
•Not about you.
Monday, June 28, 2010
•Must realize and accept that you do not control
your social media. Your audience does.
•Relax - it’s okay.
Losing Control
Monday, June 28, 2010
•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
Monday, June 28, 2010
Authenticity: must be genuine
Transparency: must be clear about who you are, and
why you are there
Value: What are you providing that makes them feel
special? What will make them remember you?
Monday, June 28, 2010
Different types of Social Media
Monday, June 28, 2010
Blogging and MicroBlogging
Monday, June 28, 2010
- web log: a shared online journal
- You are now a publisher!
- 346,000,000 - # of people globally who read blogs (2008)
- Blogger, WordPress
Blog
Monday, June 28, 2010
Monday, June 28, 2010
•Establishes you as authority within your industry
•Linkbacks and fresh, relevant content help
search rankings
•Take more time, commitment
Blog
Monday, June 28, 2010
•Make your content easy to share.
•Build relationships with other bloggers
- Don’t spam!
•Keywords, tags, links
•Make your content easily available - RSS Feeds
Blog Tips
Monday, June 28, 2010
Monday, June 28, 2010
Case Study: Sun MicroSystems
Monday, June 28, 2010
Short-form web log.
Twitter, FriendFeed, Ping.
Micro-Blogging
Monday, June 28, 2010
“What are you doing?”
vs.
“What are you
thinking?”
Monday, June 28, 2010
•75 million users as of December 2009.
•Allows you 140 characters per “tweet”
•Other people can “follow” you and you can
“follow” them.
•Fast-paced, real-time
•A waste of time?
Monday, June 28, 2010
•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
Monday, June 28, 2010
TweetDeck
Monday, June 28, 2010
Important to Listen First
Monday, June 28, 2010
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
Monday, June 28, 2010
Comcast
Monday, June 28, 2010
Comcast
Monday, June 28, 2010
•Over 650,000 followers on Twitter
•Known as a value provider
•Provided deals exclusively to people who followed @DellOutlets
Case Study: Dell
Monday, June 28, 2010
•As of June 2009, Dell had made $3 million dollars from Twitter
-Coupons
-Customer Service
-Seamless integration with Facebook
Case Study: Dell
Monday, June 28, 2010
Video and Photo Sharing
Monday, June 28, 2010
•178 million U.S. internet users watched online
videos in May 2010.
•Flickr hosts more than 4 billion images, 2.5
billion images uploaded to Facebook every
month (Jan. 2010)
Video & Photo Sharing
Monday, June 28, 2010
•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
Monday, June 28, 2010
Case Study: BlendTec
Monday, June 28, 2010
•Viewed 7,238,341 in 2 months
•500% increase in sales
•Shows the quality of the product
•Memorable, Fun
Case Study: BlendTec
Monday, June 28, 2010
• Business goal was to relaunch product after a product launch failure
• Adam and Tyler had a mission
• Partnered with JetBlue
• Fun, gave reason to come back and visit, got audience to participate by asking them for suggestions, used various platforms.
Case Study:Philly Cream Cheese
Monday, June 28, 2010
•Effective use of tagging, captions,
•Great way to showcase products
•Post high quality pictures
•Question of ethics big in this area
Photo Sharing
Monday, June 28, 2010
Monday, June 28, 2010
Location Based Networks
Monday, June 28, 2010
•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
Monday, June 28, 2010
•Allows users to check-in to places they visit
•Users add venues
•Users earn badges and “mayorship” based on
loyalty and recency
Foursquare
Monday, June 28, 2010
•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
Monday, June 28, 2010
Case Study: Starbucks
Monday, June 28, 2010
Social Networks
Monday, June 28, 2010
•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
Monday, June 28, 2010
•Over 50 million members worldwide (Jan 2010)
•People, Groups, Discussions, Events
•Find jobs, find employees
Monday, June 28, 2010
•Keep your profile up to date
•Get recommendations
•Make use of LinkedIn Groups
-Answer questions relevant to your industry
LinkedIn Tips
Monday, June 28, 2010
•The big kahuna
•Over 350 million users (Jan 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
Monday, June 28, 2010
•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
Monday, June 28, 2010
•Pages
- What you should use for your business
- Users choose to “like” your business
- “Boxes” good way to brand your page
- Allow you to post events, notes, videos, photos
- Custom applications (games, eCommerce)
Monday, June 28, 2010
•Welcome and encourage fan content
and interaction
•Don’t spam your fans
•Keep search in mind
•Non-profit - Facebook Causes
•Consider Facebook Ads
Facebook Tips
Monday, June 28, 2010
Case Study: Susan G. Komen for the Cure
Monday, June 28, 2010
Case Study: Victoria’s Secret
http://www.facebook.com/video/video.php?v=425736693342
Monday, June 28, 2010
MySpace
Monday, June 28, 2010
Kids
Monday, June 28, 2010
Niche
Monday, June 28, 2010
Podcasting and Video Streaming
Monday, June 28, 2010
•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
Monday, June 28, 2010
•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
Monday, June 28, 2010
•UStream, JustinTV
•Platforms allow you to share real-time video
•Allow you to extend your reach
Video Streaming
Monday, June 28, 2010
• 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
Monday, June 28, 2010
Case Study: Domino’s Pizza
Monday, June 28, 2010
Case Study: Starbucks
Monday, June 28, 2010
Case Study: Verizon
Monday, June 28, 2010
• “The chocolate has hit the fan, or in this instance, all 92,163 fans.”
• “Thanks for the lesson in manners, but it’s our page, we set the rules”
• “Your page, your rules, true and you just lost a customer. Won the battle and lost the war, happy?”
Case Study: Nestle
Monday, June 28, 2010
Important Questions
Monday, June 28, 2010
How can I use social media to drive my bottom line?
Monday, June 28, 2010
•Streamline and improve customer service
•Connect with new leads and resources
•Increase your search rankings
•Develop credibility within your industry
•Find employees and partners
Monday, June 28, 2010
Is traditional media dead?
Monday, June 28, 2010
Social Media is an addition to your marketing plan - not a replacement
Monday, June 28, 2010
•Link to your social networks from your website
•Let your customers know when something is
going on through an email
Use TraditionalMarketing to Maximize
Monday, June 28, 2010
Is it a fad?
Monday, June 28, 2010
•Video
•Search
•Location
•Mobile
•Policies
Upcoming Trends
Monday, June 28, 2010
•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
Monday, June 28, 2010
•Our social media purpose is __________
•Be responsible and authentic
•Protect confidential information
•Consider the audience & exercise good judgement
•Respect copyrights
•Bring value
•Can they do this during their work day?
Policies
Monday, June 28, 2010
Who should be “tweeting” for me?
Monday, June 28, 2010
•Intern?
•CEO?
•Critical to have the right person managing your
accounts
Selecting the right person
Monday, June 28, 2010
Is social media the “magic” fix?
Monday, June 28, 2010
You must have a good product or service. Bottom line.
Monday, June 28, 2010
How do I balance my business and personal profiles?
Monday, June 28, 2010
•Each of you in this room are now your own brand
•Employers are increasingly running Google searches
on their current and prospective employees
•Separate accounts?
- Monitor what you are being tagged in
- Set Google alerts for yourself
- Be honest
The “Personal” Brand
Monday, June 28, 2010
Is social media free?
Monday, June 28, 2010
•Many of the tools are free
•Major investment is in time, resources
Monday, June 28, 2010
Can I track social media
results?
Monday, June 28, 2010
•Google analytics
•Facebook Insights
•Twitalyzer
•Foursquare analytics
Analytics Tools
Monday, June 28, 2010
Getting Started
Monday, June 28, 2010
ANALYZE
EXECUTE
PLAN
GOALS
LISTENListen
Find out what your audience is saying.
Where are they spending their time?
What are your competitors doing?
Monday, June 28, 2010
Monitter.com
Monday, June 28, 2010
google.com/alerts
Monday, June 28, 2010
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%.
Monday, June 28, 2010
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.
Monday, June 28, 2010
ANALYZE
EXECUTE
PLAN
GOALS
LISTEN
Execute
Execute and monitor your campaign.
Reply to comments, feedback, questions.
Monday, June 28, 2010
ANALYZE
EXECUTE
PLAN
GOALS
LISTENAnalyze
Look through your analytics reports.
Measure success.
Monday, June 28, 2010
Questions
Monday, June 28, 2010
Resources
Monday, June 28, 2010
Groundswell
Mashable.com
SmartBrief.com
@mlackey, [email protected]
Client Cornerzunostudios.com/blog
Monday, June 28, 2010
Thank you...And thanks to our sponsor!
facebook.com/FreshBrotherstwitter.com/FreshBrothers
Monday, June 28, 2010