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Presentation from the 2010 DATIA Conference on the basics of Social Media (Twitter, LinkedIn, Facebook, Blogs, Vlogs, YouTube) for the drug testing industry.
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What Is “Social Media”?Why Is Social Media Useful In Business?Overview◦ Twitter◦ Facebook◦ LinkedInLinkedIn◦ Blogs and Vlogs◦ Other Forms of Social Media
M T l◦ Management ToolsTime Management – How It All Works Together
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Definition byDefinition by “Duct Tape Marketing”
“Th f h l bi d i h i l“The use of technology combined with social interaction to create or co-create value.”
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A medium for in-your-face advertisingAnother method to “spam” prospective customersprospective customersAll about you, all the timeA replacement for your currentA replacement for your current strategic marketing practicesAn alternative to personalAn alternative to personal visits or telephone conversations
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Generate and Grow RecognitionStrengthen Your BrandS h E iSearch Engine Optimization (SEO)Client AcquisitionClient AcquisitionCustomer RetentionOther UnexpectedOther Unexpected OpportunitiesGenerate Referrals
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MicroblogConverse in 140 characters or less24 h d 724 hours a day, 7 days a week internationalinternational “cocktail party”
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Demographics◦ As of Oct 2009, 250 m
users, of which 120 m log in dailyg y◦ Largest demographic age
group: 35 – 4053% female◦ 53% female◦ 63% college and post-
graduates
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Twitter is a place to be yourself so others get to
Know youKnow youLike youTTrust you
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Use the 80/20 RuleForum for:
ConversationFunny Stories andFunny Stories and PicturesShare LinksSh d lShare Educational InformationQuotationsQ & A
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How to Get Started◦ Set up a Profile at www.twitter.com◦ Choose a Name, called a “Handle”
RecognizableRecognizableSearchable
◦ Create a Background for Your ProfileStandard in TwitterCustom/Brandedwww.twitbacks.com or www.twitterbackgrounds.com
◦ Be Transparent and AuthenticComplete BioThink about Searchable Keywords
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Think about Searchable Keywords
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#Parents think of drugs as the onlydrugs as the only form of substance abuse. Be wary of inhalants htt // l /1http://ow.ly/1gnys
Example of an @expertox tweet @ pthat directs to its blog
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Must Follow “Rules”◦ Be A Person, Be Yourself◦ Be Transparent and Authentic◦ Be Conversational◦ Be Conversational◦ Educate◦ Connect◦ No Foul Language◦ No Direct, In-Your-Face
AdvertisingAdvertising◦ No “Spam”◦ Be Consistent and Frequent
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How To Create A Following of Potential Customers
◦ Follow Local “Peeps” using www twellow com orwww.twellow.com or www.search.twitter.com◦ Who Are Your Clients?◦ Who Are Your Prospective Customers? ◦ Who Are Your WOM Advocates?◦ Connect With Members of Your NetworkingConnect With Members of Your Networking
Groups◦ Connect With Each Other – Power in
N b f Vi l M k ti
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Numbers for Viral Marketing
Twitter Basics◦ “RT” = Retweet, Helping Your Followers to Spread
The Word Virally◦ “DM” = Direct Message – Can Only Be Seen BetweenDM Direct Message Can Only Be Seen Between
You and Follower◦ Hashtag = Tracking and Trending
#d t t #DATIA#drugtest #DATIAFollow @hashtag
◦ Try to Keep Tweets to 120 Characters – Better Retweeting
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Started as a social communication mechanism for college/university students2008 – surpassed MySpace as the most popular social networkpopular social networkFastest-growing demographic on Facebook –over age 35 crowdover age 35 crowd250m+ active membersFan Page Content is fully indexed by GoogleFan Page Content is fully indexed by GoogleIt’s all about relationships!
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Why use Facebook for Business?◦ Individual Profile Page Required◦ Company Fan Page
f f l◦ Gift Certificate Application◦ Advertising
St d hi t t bilitiStrong demographic target capabilitiesReasonable cost
◦ Did I say “Search Engine Optimization”?
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Facebook Reminders:◦ First impressions are everything◦ Brand Consistency◦ What you write and post is there for history◦ What you write and post is there for history◦ What you write and post affects your credibility
and value◦ Be selective when choosing or approving friends,
fans, groups to join and applications◦ Ask questions – participative v directorial◦ Ask questions – participative v. directorial
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As with any social media post, you must be:◦ Transparent◦ Authentic◦ Authentic◦ Conversational◦ Educational◦ Interesting◦ Consistent and Persistent
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◦ Professional and business-i doriented
◦ Average Age: 41◦ Good way to stay connected withGood way to stay connected with
business clients, vendors and advocatesS t t fi d d t◦ System to find and get introduced to people you need to know◦ Forum for getting answers,
feedback and recommendations
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How You’re Connected to Noor
Maher Matt Daoudi
Terri Stromatt-McCulloch
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It’s All About Relationships
Keep up with what is goingwhat is going on with your connections
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Blogg◦ “Weblog”◦ Type of Website
W dP tWordPress most commonBlogger
VlogVlog◦ Video BlogYouTubeYouTube◦ 100m+ viewers◦ Video way of the future
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Video way of the future
Purpose◦ Educates◦ Creates Conversation and
ParticipationParticipation◦ Creates Interest◦ Creates a Followingg◦ Creates Viral Marketing
EffectB t f th◦ Becomes a part of the “Chorus”
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Best Practices◦ Short Content◦ Encourages Interaction Through Posts
and Viral Sharingand Viral Sharing◦ Update Weekly◦ Approve Posts to Protect Imagepp g◦ Do Not Use as a direct, in-your-face
Advertising CampaignAdd A i t H d P l◦ Add Appropriate Humor and Personal Opinions
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Best Practices◦ Be Interesting!◦ Write Important Keywords into Title
and Blog Intro Paragraphand Blog Intro Paragraph◦ Link Generously◦ Invite Guest Bloggersgg◦ Ask Questions◦ Post on Others’ Blogs
Wh Y Gi Y GWhat You Give, You Get
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Viral Video Tips◦ Be uncommon◦ Use great characters
B i l◦ Be comical◦ Integrate your community◦ Be compellingBe compelling◦ Be creative◦ Limit to 1 ½ - 3 minutes in
l hlength
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Blog Talk RadioPodcastsDiggStumbleUponRSS FeedsWikiWikisBizNik
New Things Coming Out All The Time!
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All The Time!
People End UpPeople End UpAt Your Website
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Advertise and Spam MessagesDo Not Target Their A di /F ll
From @MariSmith
“Genuine, Authentic, Audience/FollowersLack of a Viable StrategyL k f Q lit C t t
, ,Passionate, Caring =
Profitable Relationships”
Lack of Quality ContentFail to be Consistent and FrequentFrequentLack of Patience
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◦ Use tools such as HootSuiteTweetDeckTweetLaterTweetLater
◦ Build a “Chorus”◦ Use Google Alerts for latest news
l d i drelated to your industry◦ Devote 15 – 45 minutes per day to
social media activities◦ Better to interact less and more
frequently, than more with sporadic activity
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activity
Do◦ Focus on authenticity and transparency◦ Be yourself
B ild d l ti hi◦ Build and grow relationships◦ Use the 80/20 rule◦ Become viewed as a credible expertBecome viewed as a credible expert◦ Be consistent and patient◦ Share and connect◦ Participate
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Don’t◦ Advertise Profusely◦ Spam
P t P i◦ Post Prices◦ Follow Everybody◦ Follow NobodyFollow Nobody◦ Forget Your Image and Brand
in the Community
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Twitter Power by Joel CommI b d M k i bInbound Marketing by Brian Halligan and Dharmesh ShahDharmesh ShahThe Social Media Bible by Lon Safko and David K. Brake
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Question and AnswerQuestion and Answer
Terri McCullochDirector of Sales & MarketingDirector of Sales & Marketing
www.facebook.com/expertox@terrimcculloch and @expertox
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