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Social Media WorkshopCrawling and Walking
Social Media:Revolution or Fad?
Knows how to find the right social network
Knows how to find the right social network
Why social media might be a revolution?
Knows how to find the right social network
In the next 3 years, Forrester projects a $6.9 billion Social Economy
We’re in a new era: the Social Economy
Did you know?
• 90% of all purchase decisions begin on the internet
• 75% of people shop online before they buy offline
• 85% are looking for an independent review
• 80% trust the recommendation of another person
• 14% of people trust advertising
Sources: comScore, Neilsen, Harris Interactive
Interest in social media is growing…
http://google.com/trends
…and so is belief in its effectiveness
Our ProcessSocio-media-logy
Socio-media-logy
CrawlLook Around and
Listen
WalkConnect and
Activate
RunEngage and
Involve
ThriveFans Help You Do
the Lifting
• Define business strategy and goals• Make your web site desirable to visit• Optimize search• Establish your social networks• Build database
• Start conversations• Quantify and qualify audience• Create relationships• Increase what works; pull back on what doesn’t
• Keep delivering relevant content• Make it moreInteresting- Video- Podcasts- Webinars- Updates- Live events
• Rely on your community and their content• Nurture them- Forums- Town halls- Bulletin boards- New product ideas
Hub & Spoke ModelHave the following ready before you
start:• Your “Money Site” Goals
– Online Sales, Brick & Mortar traffic, newsletter signup
• E-mail list signup• Web Analytics• Blog• Search Plan• Create a customer persona
– Who – demographics– What – will they buy– Where – can they be found– When –do they buy & how
often– Why – what are the hot buttons– How –will they buy: online or
offline
Let’s start crawling and walking
Free social network and micro-blogging service• 23 million people use Twitter; 72% in first six months• 1+ million people use it per day• 65% of are under 25• 5% of all users account for 75% of all Tweets• Tuesday is the most popular day• 11 am to 3 pm is the most popular period• 94% have fewer than 100 followers/following• 21% of users have never written a post
Why Tweet?• Broaden your reach• Improve your search ranking• Connect with people, some not usually possible• Is an incremental sales channel• Listen to the pulse of your industry• Distribute relevant information, articles and events • Link to your website and social networks, particularly
your blog
Best Practices• Find and develop your personal voice• Tweet regularly• Tweet the quality of information you would want in
to get in return…because that’s what you’ll get• Respond regularly• “ReTweet (RT)” regularly• Ask questions• Practice good manners
• The Largest Social Network with 300+ Million active members• Many commercial options for businesses: ads, Fan Pages,
Groups, Video, Custom Facebook Apps• MySpace is still a popular option for younger generation
interesting music, bands, & media, but it has lost its way and is losing ground everyday
Why create a presence?• Connect with customers through “fan” pages• Create compelling promotion content to
attract new prospects• Use Facebook Ads to create highly targeted
advertising campaigns and drive traffic to your website
• Links to website, blog and Twitter profile
Best practices• Are your customers on facebook?• Determine your goals• How much time and effort can you afford?• Create a fan page, use existing customers, friends
and family to quickly build numbers• Get your fan page “vanity” URL• Have a content/engagement plan• Drive people to your site, measure conversion
Largest social network for business professionals • 60 million members in 200 countries• 21 million in U.S./Over 100,000 are CEO’s• Visits are growing +20% per year• Average age: 41• Average salary: $139,000• Average number of connection: 60• Average number of groups per member: 3
Why become a member?• Promote professional and personal identity• Join relevant groups and communities • Get business help and help others• Distribute news about you and your company• Display recent presentations• Increase search ranking• Links to website, blog and Twitter profile
Best practices• Decide what to promote and in what balance
– Personal brand: Experience, expertise– Professional brand: Capabilities, credentials
• Take advantage of LinkedIn’s many features• Join groups and professional community• Build connections wisely• Participate
Why use it?• YouTube is the #2 search engine• Interact with customers who can “reply” via
video• It is a strong element of a content marketing
strategy• Creating Video Content isn’t as hard as you think• YouTube videos can rank highly in Search Results
Best practices• Keep it short: 60% of viewers don’t watch beyond 60 seconds• Great content trumps production quality focus on your message• Don’t make it a heavy sell, its not a TV commercial, people want
to be entertained or informed• Have a call to action at the end• Focus on a good keyword rich title• Always embed it on your blog and other sites to build search
visibility• For maximum viewership, post to other video sharing sites as
well.
Blogs
• Type of website, maintained by an individual with regular entries and commentaries– 133,000,000 blogs– 346,000,000 read blogs– 900,000 new blogs are created every 24 hours– Positive perception of your company website
increase by 36% if it has a blog– 67% of bloggers are male; 70% have college
degrees and 50% are 18-34
Why Blog?
• Elevate search ranking• Create positive business perceptions• Be a thought leader in your industry and get
to know other thought leaders• Generate content for your social networks• Fix a customer problem personally• Return on investment potential is $$$$
Blogging Best Practices
• Building search traffic will take time. There will be ups and downs. Live with them
• Work out a posting strategy; post continually• Focus on your area of expertise• Blog posts compound interest with each one• Link to other blogs• Comment of other people’s blog in your
industry
Examples
How does it work?• Consumers “Check-in” at locations, friends are
notified directly and you can share your location on social networks
• Consumers can see what is nearby via GPS location• Businesses can use it by creating offers and “tips”
to encourage users to visit• Apps like Yelp show users what businesses are
nearby and provide ratings
Best practices• Make sure you create a quality listing for your business, you
want people nearby to find you• Stay on top of listings and ratings such as those on Yelp, resolve
issues quickly and publicize the solution• Encourage customers to find you on foursquare, create a review
on Yelp and share their experience with friends on social media• Reinforce your social media presence with tools like foursquare
by “friending” your customers who check-in & reward them• Build social/mobile into your business
Compound Social Interest• Produce Content on your site
and blog• Share it via social media, email
and digital PR• Content, Video and Blogging
drives Search results• Interact with customers on
Communities and Forums building your online reputation
• Respond to ratings and reviews• Build mobile & social into your
business to increase benefit• Focus on driving people to your
“money site”• Measure your effectiveness and
adjust
Rob PetersenFounding PartnerBarnRaisers llc5 River Road, Suite 205Wilton, CT 06897P 203.594.1701C [email protected]: @robpetersen
We welcome your questions and input.
