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Marketing Your BusinessWith Social Media

Lou Heldman

Center for Management Development

November 8, 2010

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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

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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?

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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?

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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 ____________.

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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

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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

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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

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SM is about earning trust

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

Charlene Li

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Multi-channel, multi-purpose

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

John Jantsch

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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.

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Changing the way we live

Video: Social media revolution 2

Anything surprise you about this?

What does it mean to how your organization communicates?

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SM differs from traditional marketing

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

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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!

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Thinking strategically about SM

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

mission critical

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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

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SEO success story: DietsinReview.com

• Optimized headlines, sub-headlines, keywords

• Cross-blogging

• Basement video

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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?

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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

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Concerns about social media

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

privacy• It lasts forever

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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

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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

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Social media channels

Solis Conversation Prism

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Some local role models

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

• Twitter: Cox Kansas, Heartspring

• LinkedIn: Foulston Siefkin

• YouTube: Suzuki of Wichita

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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

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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

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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

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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

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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

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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.

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Spring semester class: Comm 660M

• Media Transformation: Wichita, the Web and the world

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

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Marketing Your BusinessWith Social Media

Contact: lou.heldman@wichita.edu

316.978.6077

Twitter: louheldman

Blog: louheldman.posterous.com