how to use twitter, facebook and social media to market your business
DESCRIPTION
This slideshow tells you how to use Twitter, Facebook and Social Media to market your business. It also contains information about blogs and online videoTRANSCRIPT
How to market your business on Facebook, Twitter & Social
Media
Clayton Wehner
A short arousal video… http://www.youtube.com/watch?v=nrlSkU0TFL
s
What we’re gunna cover today…the scope Quick intro to social media – what is it? The importance of your core website A social media strategy The technologies
Blogging Twitter Facebook Online video
Making money
Quick intro around the table Your name Your business Your website Your social media forays to date
How this workshop works I have structured content But happy to deviate where necessary Ask questions along the way Learn from one another Informal, interactive, fun
Social Media Belongs to the Web 2.0 movement – the
interactive web Social media is ‘media designed to be
disseminated through social interaction, created using highly accessible and scalable publishing techniques’
Blogs, micro-blogging, social networking, video/file sharing, wikis, social bookmarking, community sites and more
Your website and social media Your website should be the central
component of your social media strategy If your website needs work, best to sort this
out first before getting serious about social media…
Many avenues in
Users can engage in the forum that they are most comfortable with
Example website – Random House
POST – a social media strategy People
Who are you targeting? Certain demographic, multiple demographics
Objectives What do you want to achieve?
More sales? Leads? Engagement? Awareness? Strategies
How do your propose to achieve your objectives? Competitions, special deals, provision of information, email
marketing Technologies
Which technologies will you use to implement the strategies? Email, Facebook, Twitter, blogs, video, etc.
Source: Forrester Research
Quick exercise Write down a quick POST strategy for your
business
People – who do you need to target? Objectives – what do you want to achieve? Strategies – how might you achieve these
objectives? Technologies – what technologies do you think
would be the best?
Blogs
Blogs in plain English… http://www.youtube.com/watch?v=NN2I1pWXj
XI
Blogging Blog = ‘web log’ In essence, an online journal or diary, ordered
by date Can be setup within minutes online:
Wordpress.com Blogger.com TypePad.com
Blogger – www.blogger.com
Wordpress.org – best choice
What to blog Industry news and views Book reviews Opinion pieces – controversy
creates ‘link bait’! ‘How to’ guides Free e-books and white papers ‘Top Ten’ articles Anything that is interesting and
will attract an audience
How to blog Keep it niche Mix it up Interesting topics Small contributions – 200-400 words Regular, consistent posting – every week,
fortnight, month Write posts that provoke a response Network with other bloggers and ‘comment’
on other blogs Discipline and persistence pays…
Quick exercise Write down 2 blog topics that you would write
about on your blog
Be creative! Share it with the group
Twitter in plain English… http://www.youtube.com/watch?v=ddO9idmax
0o
Perez Hilton
CNN
Ashton Kutcher
Barack Obama
Kevin Rudd
Let’s open a Twitter account Let’s open a Twitter account (if you don’t
already have one) Go to http://www.twitter.com Hit ‘Sign Up Now’ Complete the online form and select ‘Create
my account’ You are now on Twitter!
Let’s do some stuff on Twitter Follow others:
Go to www.twitter.com/bluetrain (Clayton) and hit ‘Follow’
You are now following my tweets Follow others in the room Review your following (people you are following)
and your followers (people following you)
Search for others to follow: Select ‘Find People’ top right Type ‘adelaide’ into the search
bar
Let’s do some stuff on Twitter Send your first tweet
Navigate to Twitter home and type a message in ‘What’s happening?’
Hit ‘Tweet’ Your followers are sent the ‘tweet’
Let’s do some stuff on Twitter See tweets from others
Navigate to your Twitter home page The tweets of all the people you are following will
appear in your Twitter stream
Let’s do some stuff on Twitter ‘Retweet’ (forward) a tweet
‘Retweeting’ is simply passing on a useful tweet to your entire followership
It’s good to retweet quality tweets – don’t overdo it
To retweet a tweet, click on the ‘retweet’ link alongside the post – simple!
Let’s do some stuff on Twitter Send a direct message (DM)
These are only sent to a single person, not your entire followership
Handy for private conversations, passing private details (phone numbers etc)
Method 1: go to the user’s page – www.twitter.com/bluetrain - and select the ‘message’ link; enter your message
Method 2: in the tweet window, send message with syntax: d <username> <message>
DMs appear on your Direct Messages page
Let’s do some stuff on Twitter Send a @reply / mention
Used to reply to a tweeter – eg. @steve thanks for the advice!
Used to ‘mention’ a person or business – eg. I am at the social media conference with @steve
Basically a way to ‘tag’ a tweet so that you can find mentions of a particular person/business
@ messages are sent to ALL followers of the originator – different from DMs
Enter a message with the syntax: @<username> <message>
@replies / mentions are collected together for you on your mentions page (right hand side column)
Let’s do some stuff on Twitter Use a # hashtag
Basically a way to ‘tag’ a tweet so that you can find mentions of a particular event/theme/stream of tweets
The syntax is: #<hashtag-name> - eg. #eastsidebec
The hashtag can appear anywhere in the tweet Hashtagged tweets can be found using Twitter
search
Let’s do some stuff on Twitter Settings
Change your profile and bio – make it interesting Change your background Configure your mobile device Configure email preferences
Goodies Embed a Twitter feed on your website
Embedded Twitter stream
Ways that business can use Twitter Networking, partnering and friendships Keep in touch with existing customers Event updates using a hashtag Find prospects using Twitter search on a key term Share info and build credibility Leveraging network to hire people Direct traffic to your website through links to
content Use it as a customer service channel – instant
messaging Use it as an advice line – instant messaging Monitor your brand
What to Tweet Links to you own great blog posts Links to great articles that you found & want
to share Special offers (within reason) Topical issues relating to your industry Questions/polls/discussion items Quirky observations Tips about your industry Quizzes Thought of the day, quotes, etc
How to Tweet Tweet stuff people can ‘use’ – this is the stuff
that gets ‘retweeted’ Don’t spam Don’t write inane, boring things – ‘I am eating
a pie’ Inject some personality Don’t overdo it – 1-2 tweets a
day is OK
Third party Twitter applications There are hundreds of third party applications
that make it easier to use Twitter Some examples:
Tweetdeck – desktop Twitter client Twhirl – desktop Twitter client Twitpic – for sharing images on Twitter Twitterfeed – for converting an RSS feed to a
Twitter feed Twuffer – schedule tweets
Tweetdeck
Facebook in plain English… http://www.youtube.com/watch?v=6a_KF7TYK
Vc
Facebook Who doesn’t have a Facebook account? Over 400 million users worldwide! Great for ‘social’ networking Facebook ‘Pages’ for business (not ‘Groups’) Question: is this the right
medium/demographic for your business?
Coca Cola
Nutella
Let’s do some stuff on Facebook Set up a personal account (if you don’t
already have one) Go to http://www.facebook.com Complete the online form and hit ‘Sign Up’ Alternatively, if you don’t want a personal
account, set up a business ‘page’ account by clicking the ‘Create a Page’ link
Let’s do some stuff on Facebook Add Friends
Search for ‘clayton wehner’ Hit ‘Add as Friend’ Do same for others around the table
We’re not going to delve too deeply into the different functions of Facebook
Facebook Pages Create a page for your business
Go to Ads and Pages in the left hand side menu Select ‘Create a Page’ Complete the online form Tick the ‘do not publish yet’ tickbox Hit Create Page Once you have edited the necessary settings,
publish the page and you are live! NOTE: when you get 25 fans, upgrade
to a Facebook vanity URL
Facebook Applications Like Twitter, Facebook has a community of
developers that create applications to extend the functionality of Facebook.
Some great applications for your Facebook Page: FBML – enables you to customise tabs and boxes
in Facebook NetworkedBlogs – enables you to stream a blog
onto a Facebook Page Social RSS – enables you to stream an RSS feed
onto a Facebook Page
Facebook Advertising Advertise using pay per click on Facebook
Go to Ads and Pages in the left hand side menu Select ‘Ads Manager’ Click on ‘Create an Ad’ Facebook ads can be targeted by age, sex,
birthday, education, relationship status, sexuality(!), connections and geographic location
Online Video
Online video Video is the biggest growth area on the web
as bandwidth and online storage increases Over 20 hours of video every minute is
uploaded to YouTube Video can be done cheaply with a handheld
camcorder Viral impact can bring thousands of visitors to
a website in a short space of time
Why video? Grab people’s attention instantly Tell your story in less time Bring your ideas to life Make your site stickier Create a buzz with viral video Bring your website into the 21st century It’s great for Search Engine Optimisation
What videos can you create? Corporate overview Customer testimonials Man-in-the-street interviews Product demonstrations Tour of your premises Staff interviews Job specifications / recruitment videos ‘How To’ videos / tutorials
How to embed a video on your website Create an account on YouTube Upload your video from your camcorder Grab the embed code from alongside the
video page Paste the embed code into your website HTML
code (you may need your web developer to do this)
Bob’s your uncle
Making money
Will I make money? Like most things, it won’t happen overnight 6 months or more of time, effort and
persistence Givers gain Shonks and hard-sellers are ostracised It’s not unlike ‘real’ networking! Meet people, build relationships, listen, share
knowledge, ask/answer questions, build trust, build reputation
There’s no sustainable ‘get rich quick’ option
Here are some ways you can make money… Follower/Friend = Prospect A bigger ‘signature’ on the web results in greater
discoverability and increased traffic to your website – organic traffic, search engine traffic
Maintain engagement with existing clients via social media channels – special offers, new releases, links to new content
Establish yourself as a credible industry player through advice, video, comments, articles posted
Involvement in social media channels creates ‘openness’ and ‘accessibility’
The End
This presentation available at:
www.bluetrainenterprises.com.au/socialmediaworkshop