an insiders guide to social media
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GEN33: An Insider’s Guide to Social Media
Amanda O’Brien
Hall Web Services
CPE Credit
• In order to receive CPE credit for this session you must be present for the entire session. – Session code: <Presenter enter session code here>– Recommended CPE credit = 1 <Presenter changes this to 1
for 60 min sessions, 1.5 for 90 min sessions, 1.5 for 75 min sessions and 2 for 120 min sessions>
– Delivery Method = Group Live– Field of Study = Specialized Knowledge and Applications
• Visit the Continuing Professional Education kiosks to enter CPE credit during the conference.
Introduction
• This presentation will be available online after the conference. You will receive an email for the Insights session Website approximately 4 weeks after Insights.
Amanda O’Brien
VP of Marketing
Hall Web Services
Learning Objectives• After participating in this session, you will be able to:
– Decide if your business should be participating in social media
– Gain efficiency
– Find communities that matter
– Have a strategy and plan for measuring your efforts
– Cut through the hype and get back to work
What is Social Media?• Conversations happening online
• Relationship building
• Word-of-mouth marketing with a new twist
Why is Social Media Important?• Research buying
• Building trust online
• Getting your content out
• Old marketing channels are not working
Should you be using Social Media?• Can you integrate with your other marketing efforts?
• Do you have the necessary resources in-house?
• Are your customers and partners there?
TAKEAWAY: Listen First – Talk Second
Twitter Search | Google Blog Search | LinkedIn
Clearly Define Your Niche• Smaller the niche – the less competition
• Master of everything is a master of nothing
• Find a new media travel agent
Photo credit: http://www.flickr.com/photos/catspyjamasnz/4007683970/
Choosing the right sites to participate in• Where is your audience?
Photo credit: http://www.flickr.com/photos/jameson42/4353769995/
Resources You Need In-House • Content, content and more content
– Think like a publisher
• Website, Links, Blog, News
• Time
• Business knowledge
How much time is this going to take?• Depends
• What are your goals?
• 30 minutes twice a day?
• 1, 1, 1– Post one thing a day– Reply to one thing a day– Share one thing a day
Photo credit: http://www.flickr.com/photos/8011986@N02/2707571409/
Time Savers• Set up Google Alerts
• Use URL shortener to track links (bit.ly)
• Use applications that make your life easier not that have the shiniest buttons
• Don’t try to be everything, everywhere
• Own your chosen space
Tweetdeck
Define Strategy and Goals• What are you trying to accomplish in this space?
– Increase brand awareness– Build relationships with industry leaders– Sell more products– Establish yourself as an expert
Social Media Worth Caring About• The big social media sites you should be a part of or at least
know about– Blogging– Twitter– Facebook– LinkedIn – YouTube
Blogging• Frequency more important than length
• One complete thought
• Social Media Hub
• Read – use an RSS reader
TAKEAWAY: Use an RSS reader
• 140 characters - microblog
• Define your niche and stick to it
• Think before you tweet
• Use hashtags (#insights10) and search
Facebook• Largest social network
• Businesses have fan pages
• Free analytics
• RSS feed your blog into Notes section
TAKEAWAY: Facebook Advertising
LinkedIn• Business social network
• 7 years old – keeping up with the Jones’
• Online rolodex of trusted business associates
• Groups – Start your own
• Questions and Answers
TAKEAWAY: Subscribe to LinkedIn Answers RSS
YouTube• Second largest search engine behind Google
• Videos show up in search results
• Visual learners
TAKEAWAY: Own search terms and add video to your blog. Add short description of the video and
embed the YouTube player.
Photo credit: http://www.flickr.com/photos/epublicist/3509953218/
Is this working?• Reach
– All things numbers
• Engagement– Time interacting with content
• Conversion– Sales, leads, forms filled out, contact
Google Analytics• What to look at
– Traffic sources• Where are people coming from?
– Bounce rate per site• What sites are sticky?
– Pages visited• What content is most valuable?• Reason for adding unique pages
Location Based Social Networking Sites• Pros and Cons
• Dos and Don’ts
Customer Service with Social Networks• Customer service is the new marketing
• Listening more important than talking
Talent Management and Social Networks• Is your company facebook status worthy?
• Tim Sanders on the War for Talent
http://www.youtube.com/watch?v=IEZwT8rzX5w&feature=player_embedded
Questions?
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