Social Media Generate New Business and Engage Existing Clients
Just
trying it
out
No, you
can’t
make me
Agenda• Understanding social media
• How to interact
• Social Channels
• Case Study
• Setting a strategy
• Time saving tools
• Questions/Answers
+ +
40 Years Ago We Were Pretty Restricted To
The Media We Could Consume
Today We Have Thousands of Different
Media At Our Disposal
It’s not so much
about
TECHNOLOGY
Social media is about PEOPLE
VS
Broadcast Media versus Social Media
Target Audience Community
VS
You Already Have the Skills
You Just Do It Offline
• Meeting people
• Building relationships
• Asking questions
• Answering questions
• Building trust
• Building a reputation
Don’t be
this guy
Twitter is the
Conference
LinkedIn is the
Office
Facebook is the
Barbeque
What to Talk About
70-20-10 Rule
– 70% Share resources
– 20% Collaborations
– 10% Me10%
Demonstrate
your expertise
GOLDEN RULE: Don’t post anything you wouldn’t
want your mom to read in the newspaper
Don’t Be Afraid to FailDon’t be
afraid to fail
Personal Profile Facebook Group Business Page
Friends Members Fans
• Elicit compelling conversations
• Make fans feel special (rewards, coupons, inside scoop)
• Integrate with other channels
• Pay attention to your statistics
• Use outside media to promote page
Best Practices
Relationships Matter
Connect with
people you
trust
70-20-10 Rule
– 70% Share resources
– 20% Provide insights
– 10% Me
• Fill out complete profile
• Invite friends & colleagues to connect
• Send frequent updates
• Join relevant LinkedIn groups
• Utilize applications
Best Practices
70-20-10 Rule
– 70% Share resources – articles, links,
videos, tools
– 20% Engage – opinions,
conversation, recognition
– 10% Me – successes, events,
promotions
• Create a user-friendly Twitter ID (@yourname)
• Search for people to follow
• Promote others and share your best information
• Know who “@” replies to you
• Find key influencers
• Share your videos & pics thru links
Best Practices
Why is YouTube Important
• 2nd largest search engine
• Let’s others share your
videos with friends
• Videos easily imbedded
with other social channels
• Great marketing tool
• Link to YouTube from your:• Website
• Facebook page
• Blog
• Invite friends to subscribe to your
channel
• Comment on other’s videos
• Tag your videos with keywords
Best Practices
Relatively inexpensive
Easy to maintain
Reaches new fans and builds
loyal web following
Improves existing website
Strengthens image
Fresh content
Great for search engine
visibility
Free blog
Software
Wordpress.com
blogger.com
www.typepad.com
Best Practices
• Generate useful content
• Think reader centered posts
• Welcome comments
• Make comments on other relevant blogs
• Use keywords relevant to your business in
posts
• Link to your social channels
It’s Where You Share Your Photos
What is Flickr
• A free, online photo management and sharing
application
• A photo organizer
• A web tool that integrates well with other
channels
Best Practices
• Create collection homepages
• Join and contribute to groups
• Arranged photos into sets and collection
• Link with other social media channels
• Clearly label images with your keywords
Case Study
Strategy80% of success in social
media is getting you or
your organization ready --
only 20% is about the
technologies
Setting a Strategy
Creating a Social Media Plan
• Listen to the conversation
• Establish resources
• Align objectives
• Select channels
• Set specific goals
• Join the conversation
• Integrate with off-line efforts
• Measure
Objectives
• Generate awareness
• Seek and create media opportunities
• Foster customer loyalty
• Provide customer service
• Enhance marketing campaigns
• Manage relationships
• Enhance presence at events
• Learn about trends, breaking news and monitor industry
• Recruit new employees
• Conduct viral focus groups
Measuring Success
• Reach
• Frequency & traffic
• Influence
• Conversations & transactions
• Sentiment
• Customer service resolution
Website or
Blog
Tools