Embed Size (px)
DESCRIPTION
Citation preview
Social Media Putting it all together
CreativeRelief
Why Social Media?
Build community
Increase brand awareness
Find new business partners
Organically grow web traffic and raise your SEO
Grow the bottom line
Attract new customers
Attract new talent
Get more referrals
Generate more leads
Increase Brand Loyalty
CreativeRelief
Primary Benefits Survey Results
(HBR The New Conversation: Taking Social Media form Talk to Action)
Social Media – A brief history
1966 – First e-mail … really? Other stat says 1971 …
1997 – AOL Instant Messenger - Six Degrees – 1st modern social network. Allowed for profiles. - Live Journal – 1st blog site
2002 – Friendster (90% of current users are in Asia)
2003 – LinkedIn & MySpace (Younger Audience / Strong with bands)
2004 – Facebook (Harvard)
2005 YouTube
2006 Facebook (everyone) & Twitter
CreativeRelief
Overview of Social Media Outlets
Website / Blog
CreativeRelief
Advantages of a Blog
Easy to set up – Wordpress or Blogger – Free and has many templates to choose from …
Generate traffic to your website – Raise the online visibility of your company (Search Engine Friendly)
Build trust and connect with your clients
Increase brand awareness
Allows you to show off your expertise. Become an authoritative voice online. Advocate for your industry. Be a RESOUCE FOR YOUR CLIENTS & PROSPECTS.
Company Website with a Blog What to Blog about?
Hot topics in the industry. Opinions about a study / news that came out. Share the
findings and your analysis. Exciting company news (although you don’t your blog to be
just about you …) Educate about a niche you fill. Become a trusted source regarding your industry. Answer FAQ’s
When to Blog? Set a schedule … once a week? Twice a week? Tuesdays & Thursdays are the best days to post. Post early in the day.
Facebook provides an easy way for people to keep in touch and for businesses to have a presence on the Web. It is communal and easy to have group discussions.
It pulls people to the site often and shows social proof by highlighting how many people like a page and which of your friends do.
500 Million people already there … chances are some of these are your customers.
CreativeRelief
Share company news
Encourage online interaction … Ask industry related opinion based questions / create an online survey
Become a trusted source for information for your customers. Be the expert / educate you customers
CreativeRelief
Facebook – Business Page
THINGS TO KNOW
You need a personal page to start a business page
Pages are public
All content on your page gets indexed by Google
You can have multiple administrators for the page
CreativeRelief
The premier social networking site for business professionals
Create a Company profile
Highlight your talent
Use keywords to make your company findable
Have your employees link their individual profiles to the company profile
Link your twitter feed to your profile
Link your blog to your profile
Twitter connects businesses to customers in real-time. Businesses use Twitter to quickly share information with people interested in their products and services, gather real-time market intelligence and feedback, and build relationships with customers, partners and influential people.
Stream of information is very fast
You can follow anyone. No friend requests required.
Search the stream by topic
Twitter Language
140 Character Limit
Hash tag (#) is a way to tag your post to a topic (example #socialmedia)
Mention (@) is a way to give credit/visibility to someone. If I post “Great Presentation today! @GPAEE” The twitter feed will appear on my wall and GPAEE’s wall.
Link Shortner (bit.ly) – shortens a web link so the address doesn’t take up your whole tweet
Twitter Tools
oneforty.com – The Twitter App Store
Hootsuite or Tweetdesk – Social Media Desktop … Allows you to organize your Twitter streams into lists, prescheduled content.
Twtpoll – engage your customers – ask questions
Tweetchat – follow a chat based on a hash tag
Tweetbeep – Hourly update for twitter conversations that mention you
Twazzup – Real time results for any search on twitter (Your name, company name, industry keywords, competition)
Tweetreach – How far did your tweet travel?
Social Media Business Strategy
Social Media should compliment your business plan.
Know your audience – who are you targeting?
Social Media needs a plan. Start simple. Create a calendar. Be consistent and your audience will know when to hear from you.
Grow your audience with relevant content and conversation.
Follow Industry Leaders & Trade News. Stay current & relevant in your field.
Creating Your Strategy & Building your Audience.
Website / Blog
Linked In
Message Boards / Discussion Groups
BUILD A MONTHLY SM CALENDAR (Avoid Random Acts of SM)
Social Media Company Policy
Develop One.
Who will & will not use Social Media as a representative of your company.
Set guidelines for how they should engage.
What should and shouldn’t be shared. BE CLEAR.
CreativeRelief
Monitor Your Online Reputation!
What’s being said about you online?
Google Alerts
Social Mention
CreativeRelief
Sample Strategy
U.S. construction materials firm set out to research how their different customer segements found information using social media and devised a four-channel strategy based on that research. Here was the plan:
Twitter: used to get news in front of reporters
LinkedIn: employees to post scholarly articles to share with each other and their clients
Facebook: Focus on the company’s social responsibility efforts
Blog: an exchange with customers
(HBR The New Conversation: Taking Social Media form Talk to Action)
Sample Strategy
U.S. based industrial production management company launched a blog to gain more visibility for its experts who install & optimize products in plants. The program has now expanded to include LinkedIn, Facebook & Twitter.
“Right now there is a lot of expertise trapped in mail boxes and folders. It is not visible. Marketing brochures are not the language customers use. Social media lets the experts escape the prim and proper marketing talk.”
(HBR The New Conversation: Taking Social Media form Talk to Action)
CreativeRelief
Other Tools to Know About
Flowtown – (Free trial) If you have an e-mail address, this tool will give you name, age, gender, occupation, location & all the social networks the person is on. Allows you to learn about the social habits of your database and the talk to them where they already are!
Addict-O-Matic – Let’s you see the “Buzz” on any topic
Samepoint – Conversation search engine
HowSociable – Measures your online visibility
Boardreader – Searches forums & message boards
Other Strategies
See what your clients / prospects are talking about
See who your clients are talking to
CreativeRelief
Where to start: Who to follow?
GPAEE
DOE
EIA
PLATTS
PA CHAMBER
PJM
PHILLY.COM
ASHRAE
Your Customers
Your Prospects
Your Industry Associations
Industry Thought Leaders
Government Agencies
Industry Publications
CreativeRelief
