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Social media presentation at WISE Conference in Syracuse, NY.TRANSCRIPT
Beyond the Buzz: What can Social Media do for your business? WISE Symposium
April 8, 2010
Syracuse, NY
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Explosive Growth
• Social media is growing exponentially, dubbed “Web 2.0.”• Facebook: Over 400 million active users (Source:
Facebook.com)• Twitter: 22 million visitors in January in the US and 75 million
worldwide. (Source: comScore and Compete)• LinkedIn has over 60 million professionals in 150 industries in
over 200 countries and is more of a pure-play business networking site. (Source: LinkedIn.com)
Social media is your brand, live and in motion.
What role does Social Media play?
• Saddle up: still a new frontier, early in the game.• Mindset: a new conversation. Part of the shift from “marketing
to” versus engaging, listening, watching and understanding.• Organic, live focus groups• A cultural pulse -- the good and the bad• A Razorfish study indicates that "social influencers," people
active on social platforms, tend to hold the most sway during the consideration phase leading up to a purchase. (Close family and friends play by far the biggest roles at the initial awareness and final "action" stages relating to a purchase.)
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The old vs. new marketing funnel
No longer linear
More influencers growing by the minute
Customers are now bloggers and web
savvy people who can create
commentary about your product or
service at any time.
Whatever experience that you create (or
don’t’ create for your customers) can
immediately be shared online.
Both failures and home runs can be
discussed, digested and easily shared.
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Tearing Down the Walls
“That’s a clichéd phrase, but Twitter really is about tearing down the artificial walls between customers and the individuals who work at companies.”
–Morgan Johnston, JetBlue’s manager of corporate communications.
Source: http://business.twitter.com/twitter101/case_jetblue
Photo by Paul L. Baron
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The New Way to Mourn and Commune
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Jackson dies, almost takes Internet with himJune 26, 2009, CNN London
Tiger’s Tales bad news for golf…Good news for ‘Net
Best Practices
Engage in new channels where your customers already are.
Be conversational from the start. Make social media part of the job, just like
email. Share the love – promote others. Synchronize content across channels. Emphasize quality, not just quantity.
Keep the Relationship Alive
• Don't neglect your fans once the connection has been made.
• The biggest mistake companies make with social media is that they slap it up and forget about it.
• Keep them engaged– Spark conversation
– Share common interests
– Avoid being "spammy”
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Putting it in Context:Source: from Hubspot Survey
Online spend 12% of total ad budgets, but projected to reach 21% by 2014. Source: Forrester Research
Of all Social Media, blogging leads in sales generation. Source: Mediapost.com
Snapshot
• A new member joins LinkedIn every second and half the members are outside the U.S.
• All aspects of business are represented from Fortune 500 to Small Businesses and Entrepreneurs.
• 60 million professionals in 150 industries in over 200 countries.
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Building Business Mojo on LinkedIn
The Power of your Profile. Make sure your profile represents you, your company and your personal brand well.
Regularly update your status and let your network know if you’re looking for something specific, i.e. looking to hire a summer intern also say something that is meaningful or interesting to your audience.
Ask for recommendations and share the love by doing the same for others.
Virally market tips, ideas, articles.
Source: http://blog.linkedin.com/category/success-stories/
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Building Business Mojo on LinkedIn
Participate and Investigate Find and join groups in your
industry. Participate in online discussions
in groups that are important to your industry.
Use LinkedIn answers to ask questions and get answers and tips from your network.
Source vendors, partners, suppliers and new hires.
Review competitors’ information. Check references on people you
hire or do business with.Source:
http://blog.linkedin.com/category/success-stories/
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Protecting your connections
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LinkedIn Applications
Box.net
Huddle Workspace
My Travel
Wordpress
Company Buzz
BlogLink
SlideShare
Polls
Google Presentation
Amazon Reading List
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Facebook & Social Sharing
Who’s on Facebook
Women are 56.2% of facebook population
Women age 55 and over are fastest growing group
Source: Mediapost.com
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Facebook population breakdown
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Source: Mashable.com
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Groups, Pages & Community Pages
• Short answer: Pages for Businesses and Groups for interests.• Pages can only be created to represent a real public figure, artist,
brand or organization, and may only be created by an official representative of that entity. Pages can be customized with rich media and interactive applications to engage Page visitors. Page admins don’t have any limits to the number of members/fans they can send info to.
• Groups can be created by any user and about any topic, as a space for users to share their opinions and interest in that subject. Applications can’t be added to groups. Groups are part of your personal Facebook experience. Group admins can send messages to up to 5000 members.
• New: Community pages: not official pages representing official entities. Facebook’s goal to keep official pages in the hands of brand owners.
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What pages are leading on Facebook?
Source: Statistics.allfacebook.com
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Network Solutions: Good example of Integration
http://www.facebook.com/pages/Network-Solutions/190173166019
http://blog.networksolutions.com/2010/meet-our-facebook-small-business-people-of-the-week-for-012010/
Facebook stats relevant to businesses
More than 5 billion pieces of content (web links, news stories, blog posts, notes, photo albums, etc.) shared each week
More than 3.5 million events created each month More than 3 million active Pages on Facebook More than 1.5 million local businesses have active
Page on Facebook More than 20 million people become fans of Pages
each day Pages have created more than 5.3 billion fans
Using Facebook for Business
Post business oriented updates on your wall Share articles and information relevant to your clients or
prospects Post information about events (this then goes out to your
network) Drive people to your web site re: more info regarding a specific
event, new product or service Post discounts or special offers specifically for your facebook
network Join network, industry and alumni groups related to your
business
Use Facebook to target your audience
• Ad programs can target a specific geographic area and age
• Photographer targeted women ages 22-28 who listed their marital status as engaged in Minneapolis St. Paul
• Spent $300 in advertising that generated $60,000 in business over two years. (Source: NY times 11/12/2009 how to Market your Business with Facebook.)
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What is Twitter?
Twitter is an instant messaging application that limits you to140 characters in length, with a culture that encourages people to spread news to friends in their own network.
The Global Language monitor ranked “Twitter” as the top word of 2009.
Twitter valuation at 1 billion.
Both Google and Bing incorporate Twitter and other real-time feeds into search results.
Source: vatornews blog
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Twitter Demographics
At the end of 2009:
30% under 25
20% 25-34
20% 35-54
15% 45-54
10% 55-64
5%: 65+
Connecting Twitter and Linked In Updates
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Twitter and Linked In Accounts
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http://localtweeps.com/
Also check out: tweetfind.com
Teusner Wines, boutique wine biz in AustraliaEight Tips that You Can Do Too
1. Followed @Starbucks, so he could see what the big guys were doing.
2. Searched for wine-related terms (search.twitter.com) and began following people talking about the business.
3. Use www.twilert.com to receive alerts about your company, your competitors or anything you want to watch.
4. Began conversing with people he’s following.
5. Reached out to people talking about his wines.
6. Focused on building trust versus pushing sales.
7. Posted third-party reviews of his wine.
8. Shared information about tastings and dinners featuring his wines.
Results so far: more people coming to his winery for tours, and getting customer feedback on specific wines has been very valuable to how he thinks about his business.
Additional benefit: no cost marketing while building relationships and seeing what customers respond to.
Source: Twitter 101
http://business.twitter.com/twitter101
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SoundBytes
Kogi Korean BBQ Taco Truck in LA broadcasts the location of their truck on Twitter. They have 14,000 followers. They also used Twitter to solict new names for their trucks and design company t-shirts. Results: they also have lines outside their trucks.
Bed & Breakfast in N.C.: Uses Twitter to expand his customer base beyond his town, and sets up searches on Tweetdeck and starts conversations with people talking about his town.
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Small Business Twitter Apps to Explore
Small Business Twitterers to follow
Adam Ostrow http://twitter.com/adamostrowEditor, Mashable
J.K. Glei http://twitter.com/the99percentEditor of 99% blog about making ideas happen
Tony Bacigalupo http://twitter.com/tonybgoodeMayor of New Work City, a coworking space in NYC
Jon Stokes http://twitter.com/hannibalrexEditor of Ars Technica, a popular technology news site
Anita Campbell http://twitter.com/smallbiztrendsEditor and Founder of Small Business Trends
For more: http://www.openforum.com/idea-hub/topics/money/article/80-small-business-twitterers-you-should-be-following-gregory-go
ChrisBrogan.com
Twitter Tips from Brogan
• Have more than one twitterer at the company. People can quit. People take vacations. It’s nice to have a variety.
• When promoting a blog post, ask a question or explain what’s coming next, instead of just dumping a link.
• Ask questions. Twitter is GREAT for getting opinions.
• Follow interesting people. If you find someone who tweets interesting things, see who she follows, and follow her.
• Tweet about other people’s stuff. Again, doesn’t directly impact your business, but makes us feel like you’re not “that guy.”
• Promote your employees “outside of work” stories.• Share links to cool stuff in your community and
industry.
Great blog posts on 50 Ideas on Using Twitter for Business
http://www.chrisbrogan.com/50-ideas-on-using-twitter-for-business/
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Social Media Policy
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A clear philosophy – promoting use among employees with guidelines or something that is more private and separate from the company
How are you defining social media and what do you want to achieve?
Identifying employees as being part of your company
Recommendations or referrals – think through liability
Don’t reference clients, customers or partners
Reiterate confidentiality polices in light of social media
Disciplinary action
Consult your attorney
Source: http://blogs.techrepublic.com.com/10things/?p=875
Social Media Policy links
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http://mashable.com/2009/06/02/social-media-policy-musts/ http://socialmediagovernance.com/policies.php http://www.pr-squared.com/index.php/2009/07/corporate-
social-media-policy-top-10-guidelines
Other Sites and Sources mediapost.com thesocialmediabible.com Mashable.com socialtimes.com thefuturebuzz.com dmwmedia.com web-strategist.com/blog http://twitter.pbworks.com/Trends-Apps http://twitter.pbworks.com/ Twittergrader.com Websitegrader.com http://blog.linkedin.com/category/success-stories/ social-media-optimization.com http://www.facebook.com/marketing www.insidefacebook.com
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Thank you for having me!
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www.twitter.com/earlegurlwww.linkedin.com/in/greenapplehttp://www.facebook.com/carey.earle