social media and and content marketing 101
DESCRIPTION
Small Business Technology Tour 2012 - http://www.smallbiztechtour.com (sponsored by Intel)TRANSCRIPT
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EVOLUTION OF SOCIAL MEDIA
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EVOLUTION OF SOCIAL MEDIA
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EVOLUTION OF SOCIAL MEDIA
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SOCIAL MEDIA IS A MULTI-PARTY CONVERSATION
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SMALL BUSINESSES MUST BE PUBLISHERS
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So people can find you online (and more)
People will engage with each other and content online – are you there?
WHY PUBLISHERS
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Let’s BeginSOCIAL MEDIA 101…
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ThinkListen to what’s happeningCreate a great profileWrite great content
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SOCIAL MEDIA IS NO REPLACEMENT FOR
GOOD BUSINESS PRACTICES
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WHY IS SOCIAL MEDIA SO
IMPORTANT?
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PEOPLE LIKE TO CONNECT TO OTHER
PEOPLE
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Listen To Customers
Communicate With Customers
Engage Customers
THREE CORE TENETS
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Your competitorsYour market
(laws, news, trends)
Your customers, press, market speaking about your product
LISTEN
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Daily dealsNewsProduct
informationTidbitsProduct, service,
market insight
COMMUNICATE
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ContestsSurveysCustomer to
customer support
Discussion
ENGAGE
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Content Marketi
ng Circle
Web Sites
BlogsEmail
Marketing
Social Media
CONTENT MARKETING CIRCLE
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CONTENT IS KING
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CONTENT IS DIGITAL FOOD
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WHAT CONTENT DO YOUR CUSTOMERS
WANT?
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WHY CONTENT SHOULD BE YOUR KING
Makes You An Authority (press, etc)
Helps You Develop A Following (pre-sale)
Develops Loyal Customers (post-sale)
Search Engines Feed On Relevant Content
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CONTENT TYPES
People Want To Be Entertained
People Want to Learn
People Have Specific Needs
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CONTENT IS KING - ENTERTAIN
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CONTENT IS KING - LEARN
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CONTENT IS KING – PRODUCT INFORMATION
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CONTENT BUILDS KNOW + LIKE +
TRUST
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WHAT CONTENT?
Request for IdeasJob VacanciesNewsCustomer StoriesThoughtsTips
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VideoPodcastsBlogsInfographicWhite papereBook
WHAT MEDIA TO USE
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7 POWERFUL SOCIAL MEDIA CONCEPTS
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ConversationGiving (not selfish)MeasureHave great contentAwesome
headlinesListenRespond
thoughtfully (not long, necessarily)
7 POWERFUL SOCIAL MEDIA CONCEPTS
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Don’t SELL to Your Customers
Enter Their Discussions
Foster DiscussionsEncourage Customer
to Customer Discussion
Learn from Customers – Ask Questions
CONVERSATION
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SUCCESSFUL SOCIAL MEDIA ATTITUDE =
GIVING
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GIVE, GIVE, GIVE, TAKE
Be informativeBe indispensableBe helpfulBe funBe sharing
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MEASURE
Know What Social Media Networks Work Best
Know What Content Is Most Desired
Know What Conversations Are Hottest
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GREAT CONTENT
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ShortSweetTo The PointDescriptiveSearch Engine
Friendly
GREAT - HEADLINES
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LISTEN
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TWEETDECK
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HOOTSUITE
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POSTLING
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NUTSHELLMAIL
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RESPOND
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Word Of Mouth On Steroids
Everyone Is A Publisher
Don’t Vomit On Your Customers
It’s Not Just Another Marketing Channel
ALWAYS REMEMBER….
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Be yourself (authentic)
Don’t sellReasonable frequencyFrequency balanced
with mediaThink then click/writeIncentives
5 MORE THINGS TO KEEP IN MIND
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INCENTIVES CAN BE IMPORTANT
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12 STARTING THOUGHTS
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What are your goals Is social media the best option? Should you do it?Do you know your customersWho will lead / coordinateWhich social media network will you focus onThink about your personaCreate your profi leCreating content feeding stations (you need to be fed
to feed)Think about what you will postDiscipline yourself to post regularlyConsider creating an editorial calendar
12 STARTING THOUGHTS
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OVERVIEW OF TWITTER, FACEBOOK
AND LINKEDIN
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TWITTER 101
Create your profile (good photo)
Create Searches On Keywords
Follow peopleCreate ListsJoin the
conversation
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TWITTER PROFILES
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RAMON’S TWITTER PROFILE
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@SHASHIB TWITTER PROFILE
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TWITTER USES – SHORT & SWEET
Short PostsLinks To Other
Sources“Status Updates”
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Create Your Own Personal Page
Create Your Company’s Page
Nurture A Community Of Customers
Encourage THEM To Share And Post
Share Content (in Context)
Content About Your Biz, Your Customers, etc
FACEBOOK 101
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CANDLES OFF MAIN
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LINKEDIN 101
Find Out More About Clients, Companies and Competitors
Get Access To Connections In Your Networks’ Network
Complete Your Profile
Join, Start and Participate in Groups
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• Twitter - Sharing & Personal Brand Building
• Facebook - Building Community and Communication
• LinkedIn – One to One Connecting, Corporate Groups
SOCIAL MEDIA NETWORK DIFFERENCES
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SOCIAL MEDIA TOOLS
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BIT.LY – SHORT LINKS & ANALYTICS
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GOOGLE.COM/READ WEB SITE CONTENT
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KLOUT (INFLUENCE)
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NutShell MailSocial Dashboards: Tweet Deck, Hoot Suite
SOCIAL MEDIA TOOLS
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THE POWER OF VIDEO
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POWER OF VIDEO
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THE POWER OF AUDIO
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Create a blogDrive traffi c to your
web site or blogHave an email
newsletterOwning contact info is
important
I ALMOST FORGOT…
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PLEASE READ THE NEXT SLIDE OUT
LOUD
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“RAMON, I DON’T HAVE TIME TO DO
ALL OF THIS!”
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ListenThink / CreativityCreate a profileConverse &
EngageMeasureUse ToolsTell A Story
IN SUMMARY
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YOUR COMPETITION IS ONLY A MOUSE CLICK AWAY
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THANK YOU FOR YOUR TIME!
@ramonraywww.Smallbiztechnology.com