1.FRCC Social Media Workshop Fredericksburg Regional Chamber of CommerceSocial Media Workshop March 10, 2011Presentation collaborators:Avarra Solutions, LLC Lisa Pecunia Sands, Anderson, LLP Russell Lawson1

2. FRCC Social MediaWorkshopAgendaStart with PlanningBrief Overview Big FiveWhat are Benefits?What are Issues?Lets Look at some Case Studies2 3. FRCC Social Media WorkshopSocial Media Revolution Videohttp://www.youtube.com/watch?v=lFZ0z5Fm-Ng orhttp://vimeo.com/115517213 4. FRCC Social MediaWorkshop Planning:Finding Your Sweet Spot4 5. FRCC Social MediaWorkshopFour Analytical Steps to Finding Your Sweet SpotYour BusinessYour Buyers E-Marketing ChannelsBusiness Resources5 6. FRCC Social Media Workshop Your BusinessYour BuyersE-Marketing ChannelsBusiness Resources6 7. FRCC Social MediaWorkshopThe Business Profile Has Three Major InputsYour OfferingsThe Businesss Physical PresenceCurrent Marketing Efforts7 8. FRCC Social Media Workshop Your BusinessYour BuyersE-Marketing ChannelsBusiness Resources8 9. FRCC Social Media WorkshopGet Inside Your Buyers Head1. Understand their problems, using their language.2. Focus your message on solving their problems, using their language.3. Know where your buyers go to look for solutions to those problems. ? ? ?4. Be there. ? ? ?? ?? ?? ??9 10. FRCC Social Media Workshop Business vs. Buyer-Focused Problem Statement Business-Focused: The client is struggling because their business has poorly structured policies and procedures that create inefficiencies. The owner needs to work longer hours to make up for it. Buyer-Focused: My spouse is complaining because I work too many hours on my business and Im never home. Sometimes I even have to miss my kids sports events because I work Saturdays to try to catch up. I can never seem to get out from under this pile.10 11. FRCC Social MediaWorkshopYour Business Your Buyers E-Marketing ChannelsBusiness Resources11 12. FRCC Social Media Workshop What is a Channel? A Channel is a communication mechanism, a way to distribute your marketing message. There are many!12 13. FRCC Social MediaWorkshop What Channels Are Available? Traditional Internet MarketingSocial Media Marketing A professional websiteSocial networking Pay-per-click advertising Ratings and reviews sites E-Mail marketingSocial bookmarking Article marketing Blogging & micro-blogging News releases Local directories Online shopping directories Coupon sites E-commerceMobile advertising Affiliate marketing Professional online networking Search engine marketing Multimedia / Video Specialty directories Answer Sites Local directories Online groups /communities How do I decide which ones will work for me? Research!13 14. FRCC Social Media Workshop Your BusinessYour BuyersE-Marketing Channels Business Resources14 15. FRCC Social Media Workshop Determining Your Time Commitment How much time and/or money are you willing and able to commit? Most online tools dont cost (much) money, but hiring someone to do the work does. Different activities take different amounts of time.15 16. FRCC Social Media Workshop Put It All Together Look at each channel and ask these questions... 1. Does my current business profile/culture/climate fit withthis channel? 2. Are my buyers using this channel to solve theirproblems/fill their needs? 3. Can I consistently invest the amount of time needed tosuccessfully leverage this channel? 4. Does it fit with the other channels I am using orconsidering? +++16 17. FRCC Social Media Workshop Build A Roadmap17 18. FRCC Social Media Workshop Create a 6-Month Plan It takes 3-6 months for a new program to show results. Throttle introduce one new thing each month. Prioritize. Define specific time blocks. Weekly Daily Monthly18 19. FRCC Social Media Workshop Measure ROI19 20. FRCC Social Media Workshop Tools for Measuring Success Google Analytics Google Alerts Landing Pages Comments Followers & Fans Likes, Forwards and Shares20 21. FRCC Social MediaWorkshop Social Media The Big Five21 22. FRCC Social MediaWorkshop The Big Five Facebook 600 million Twitter 200 million Blogs 133 million LinkedIn 100 million YouTube 85 million22 23. FRCC Social Media Workshop Facebook 1 out of every 12 people on earth, half log in daily 46% men, 54% women 35+ demographic represents 1/3 of user base 18-34 year olds 48% check FB right when they wake up, 28% on mobile phones before getting out of bed 71% of U.S. web audience on FB Source: Mashable.com23 24. FRCC Social Media Workshop Twitter 1 out of 36 people on earth 48% men, 52% women 60% outside U.S. 52% update status daily 37% login through mobile device 25% follow a brand, 67% will purchase that specific brand 48% of user base is in college but ony 8% of teenagers report use Source gigaom.com and Pew Internet & American Life Project24 25. FRCC Social MediaWorkshop Blogging Key tactic in owned media and website search engine optimization May be declining in use among teens (about half as many bloggers since 2006) Use appears to be growing in 35+ demographic Mobile 47% of American adults use cell phones and tablets computers to get their news Source - Pew Internet & American Life Project25 26. FRCC Social MediaWorkshop LinkedIn Replacing the Rolodex and email lists 44 million U.S., 56 million non-U.S. 17 million in groups, 1.2 million posts and comments per week 6 million+ sales professionals; 4 million+ engineers; 4 million+ IT professionals; 2.5 million+ finance professionals; 1.4 million+ accounting professionals Source LinkedIn.com26 27. FRCC Social Media Workshop YouTube 38 million daily visitors about 100 million visits per day 2 billion views 62% of visitors in 35+ demographic Average user spends 15 minutes a day watching Second largest search engine on internet Source Google Adwords and YouTube.com27 28. FRCC Social Media Workshop Facebook and LinkedIn Up-Close & Personal28 29. FRCC Social Media Workshop Facebook strengths and weaknesses Now nearly 700mm, granular to user and operator Friends social activity and messaging Fans word of mouth Like more word of mouth across platforms Ads highly specific targets, these are your friends29 30. FRCC Social Media Workshop Facebook How To Status update is key 90% of Facebook users interact via the news feed (Home) Offers and interests must go together Friends and Fans are the main distribution channels If you are in other channels, automate your updates30 31. FRCC Social MediaWorkshop31 32. FRCC Social MediaWorkshop32 33. FRCC Social Media WorkshopUsing LinkedIn Tactics For Growing YourNetwork33 34. FRCC Social Media Workshop Picture Professional-looking headshot of you. Headline 5-second elevator pitch.34 35. FRCC Social MediaWorkshop Job Title(s) Use skills, not a role.Expert E-Marketer, notCEO / Founder Links Use all three. Title them with keywords.35 36. FRCC Social Media Workshop Summary This is your story. Dont be boring, be memorable.36 37. FRCC Social MediaWorkshop Your Network Grows Exponentially 3 degrees.37 38. FRCC Social MediaWorkshop How Does Your Network Grow? November 2010May 201138 39. FRCC Social MediaWorkshop LinkedIn Search Use this powerful feature to find the people with whom you want to do business.39 40. FRCC Social MediaWorkshop Example40 41. FRCC Social MediaWorkshop41 42. FRCC Social MediaWorkshop42 43. FRCC Social Media Workshop LinkedIn Groups Extremely useful for joining discussions and getting your name out there. Groups gives you access to people who are members, but are NOT in your network. Find groups where your target audience is. Can join up to 50.43 44. FRCC Social MediaWorkshop Using Groups for Networking and Market Research Introduce yourself to people in your groups. Join discussions & add relevant comments. Dont sell. Listen to your customers: What do they want? What are their problems? Scan the digests regularly for active discussions.44 45. FRCC Social MediaWorkshop Proceed With Caution45 46. FRCC Social Media Workshop Cautions and precautions Unbreakable laws? Listen Focus content and connections Compound interest Earned Influence follow it, earn it Acknowledge Publish and participate Reciprocate Mistakes Netiquette46 47. FRCC Social Media Workshop Real World Examples47 48. FRCC Social MediaWorkshop48 49. FRCC Social MediaWorkshop49 50. FRCC Social MediaWorkshop50 51. FRCC Social MediaWorkshop51 52. FRCC Social MediaWorkshop52 53. FRCC Social MediaWorkshop53 54. FRCC Social MediaWorkshop54 55. FRCC Social MediaWorkshop55 56. FRCC Social MediaWorkshop56 57. FRCC Social MediaWorkshop57 58. FRCC Social MediaWorkshop Q&A58 59. FRCC Social Media Workshop Keep in Touch Lisa lpecunia@avarrasolutions.com (540) 645-6910 Emarketingsweetspot.com (blog) Russell rlawson@sandsanderson.com (804) 783-6799 russellsbloghere.com (blog)59