social media for business: an introduction

Social Media for BusinessAn Introductory Seminar for Small Business Owners

Monday, June 28, 2010

Who am I?


•Director of New Media at Zuno Studios

- Help businesses optimize their online presence

- Web design & development

- Social media strategy consulting & execution

•Background in traditional advertising and marketing

Maribel Lackey


Enough about me. Who are you?


•Name•Where are you from (Company/Industry)•Why are you interested in learning about social media?


What Are We Going to Talk About Today?


• What is social media?

• How does social media differ from traditional marketing?

• Various types of Social Media - Case Studies

- Blogging and Microblogging (Twitter)

- Video and Photo Sharing (YouTube, Flickr)

- Location-Based Networks (FourSquare, GoWalla)

- Social Networking (Facebook, LinkedIn, MySpace)

- Podcasting and LiveCasting (Ustream, Justin.tv)

• Common Questions

• Where should you start?


What is social media?


Social media is a category of sites based on user

participation & user-generated content


- Sites are interactive: it is not a brand speaking at consumers, it is a two-way conversation.

- NEED consumer interaction in order to truly succeed.

- “It’s not what you say, it’s what they say that matters.”

In english please:


Who Is Using Social Media?

P O W E R E D b y S E R V I C E™


Who Is Using Social Media?


Why should you care?


Good News for Small Business

-Social media has afforded everyone the tools to publish, broadcast and compete on a more leveled playing field.

-No longer dependent on big budgets.

-Location-based applications and networks allow you to compete with big brands.

-Exponential.


It is affecting you•The internet is everywhere, and it has changed the game.

- mobile, search, location

•Television viewing, radio listening is eroding

•Newspaper reading is declining

•People are avoiding advertising - too much noise


They’re talking.

“If you are not out there telling your story, they will make one up for you. And that will inevitably

become reality.”


Mom’s vs. Motrin

• Online ad posted on Saturday morning positioned “baby wearing” as a fashion statement

• Mommy bloggers were outraged - voiced it on Twitter

• Most tweeted about subject on Twitter by Saturday evening.

• Motrin did nothing.


Motrin vs Moms

• By Sunday, a 9 minute video of outraged moms on YouTube

• Mommy-bloggers began calling for boycotts and got ad agency on the phone.

• Motrin’s ad agency did not know about Twitter.

• Motrin removed ad and sent apology - but waited too long. Timing is everything.

• Social media is already affecting you.


The Power of Mommy -Bloggers

“note to self...never piss off moms...especially twitter moms...they can be a nasty bunch ;)”


Key Differences from Traditional Marketing


•Puts the human factor back into marketing

•Talking with your customers, not at your

customers. It’s a two-way conversation.

•Not about you.


•Must realize and accept that you do not control

your social media. Your audience does.

•Relax - it’s okay.

Losing Control


•Listen

•Add value

•No hard-selling

•Engage and interact

•Be real, be nice, be honest, be grateful

•Focus on quality, not quantity

Golden Rules of Social Media


Authenticity: must be genuine

Transparency: must be clear about who you are, and

why you are there

Value: What are you providing that makes them feel

special? What will make them remember you?


Different types of Social Media


Blogging and MicroBlogging


- web log: a shared online journal

- You are now a publisher!

- 346,000,000 - # of people globally who read blogs (2008)

- Blogger, WordPress

Blog


•Establishes you as authority within your industry

•Linkbacks and fresh, relevant content help

search rankings

•Take more time, commitment

Blog


•Make your content easy to share.

•Build relationships with other bloggers

- Don’t spam!

•Keywords, tags, links

•Make your content easily available - RSS Feeds

Blog Tips


Case Study: Sun MicroSystems


Short-form web log.

Twitter, FriendFeed, Ping.

Micro-Blogging


“What are you doing?”

vs.

“What are you

thinking?”

Twitter


•75 million users as of December 2009.

•Allows you 140 characters per “tweet”

•Other people can “follow” you and you can

“follow” them.

•Fast-paced, real-time

•A waste of time?


•DM

- Can only send DMs to those who follow you.

- Where the “magic” happens.

•#HashTags - allow you to organize and search

•TwitPic, TweetPhoto - apps that allow you to share

photos through your Twitter account

•TweetDeck, HootSuite - apps that allow you to

monitor your Twitter account

Twitter Speak


TweetDeck


Important to Listen First


Comcast employee falls asleep at customer’s house. Customer caught it on video and posted it onto YouTube.

- Video watched over 130,000 times.

- Ended up on news

- Client not satisfied with Comcast’s response

Used Twitter to fight bad PR with @ComcastCares account.

Case Study: ComCast


Comcast


•Over 650,000 followers on Twitter

•Known as a value provider

•Provided deals exclusively to people who followed @DellOutlets

Case Study: Dell


•As of June 2009, Dell had made $3 million dollars from Twitter

-Coupons

-Customer Service

-Seamless integration with Facebook

Case Study: Dell


Video and Photo Sharing


•178 million U.S. internet users watched online

videos in May 2010.

•Flickr hosts more than 4 billion images, 2.5

billion images uploaded to Facebook every

month (Jan. 2010)

Video & Photo Sharing


•Keep it short and sweet

•How can you make a video go viral?

-Good Content

-Make your video easy to share

•Integrate on other platforms

•Create and brand your YouTube channel

Video


Case Study: BlendTec


•Viewed 7,238,341 in 2 months

•500% increase in sales

•Shows the quality of the product

•Memorable, Fun

Case Study: BlendTec


• Business goal was to relaunch product after a product launch failure

• Adam and Tyler had a mission

• Partnered with JetBlue

• Fun, gave reason to come back and visit, got audience to participate by asking them for suggestions, used various platforms.

Case Study:Philly Cream Cheese


•Effective use of tagging, captions,

•Great way to showcase products

•Post high quality pictures

•Question of ethics big in this area

Photo Sharing


Location Based Networks


•Growth of mobile feeding the growth of

location-based networks.

- Foursquare, Gowalla, Facebook

•HUGE for small, local businesses

•1 year after it’s launch, Foursquare had half a million

users (March 2010)

Location-based


•Allows users to check-in to places they visit

•Users add venues

•Users earn badges and “mayorship” based on

loyalty and recency

Foursquare


•Jon became “mayor” of Fresh Brothers Redondo Beach.

•Message went out via Twitter, was picked up by Fresh Brothers.

•Fresh Brothers welcomed their new mayor with a $25 off certificate made out to “Mayor Lackey” and a Fresh Brothers t-shirt.

Case Study:Fresh Brothers


Case Study: Starbucks


Social Networks


•Allow you to connect with like-minded people,

friends and family

•Social networks geared toward different groups

Professional: LinkedIn, Facebook Pages

Personal: Facebook, MySpace

Kids: Club Penguine

Niche: Ning, Corporate Networks

Social Networking Sites


•Over 50 million members worldwide (Jan 2010)

•People, Groups, Discussions, Events

•Find jobs, find employees

LinkedIn


•Keep your profile up to date

•Get recommendations

•Make use of LinkedIn Groups

-Answer questions relevant to your industry

LinkedIn Tips


•The big kahuna

•Over 350 million users (Jan 2010)

•50% of it’s users log in every day

•69% of users are fans of 1 or more companies

•Over 700,000 local businesses have pages on

Facebook

Facebook


•Profile

- For personal use.

- If connected to friends and colleagues can

get tricky

•Groups

- Limit the number of emails you can send out

- Gather individuals with mutual interests

Facebook


•Pages

- What you should use for your business

- Users choose to “like” your business

- “Boxes” good way to brand your page

- Allow you to post events, notes, videos, photos

- Custom applications (games, eCommerce)

Facebook


•Welcome and encourage fan content

and interaction

•Don’t spam your fans

•Keep search in mind

•Non-profit - Facebook Causes

•Consider Facebook Ads

Facebook Tips


Case Study: Susan G. Komen for the Cure


Case Study: Victoria’s Secret

http://www.facebook.com/video/video.php?v=425736693342




MySpace


Kids


Niche


Podcasting and Video Streaming


•Broadcasting + iPod

•Digital or audio files made available online

•Listeners can subscribe to your podcasts, giving

you regular access to them

•Industry news, trends, interviews

•Establishes credibility

Podcasting


•You now have access to a radio tower!

- microphone, computer, internet connection

- iTune’s “Making a Podcast”

•Do you need an iPod?

•Takes time, regular commitment

•Might be worth investing in a good speaker

PodCasting


•UStream, JustinTV

•Platforms allow you to share real-time video

•Allow you to extend your reach

Video Streaming


• Understands his target audience

• Has fun

- Mayor responsibilities

- $2 Pizza Offer

- Guest pizza-makers for charity

- Twitter Wall on pizza boxes

Case Study: Domino’s Pizza


Case Study: Domino’s Pizza


Case Study: Starbucks


Case Study: Verizon


• “The chocolate has hit the fan, or in this instance, all 92,163 fans.”

• “Thanks for the lesson in manners, but it’s our page, we set the rules”

• “Your page, your rules, true and you just lost a customer. Won the battle and lost the war, happy?”

Case Study: Nestle


Important Questions


How can I use social media to drive my bottom line?


•Streamline and improve customer service

•Connect with new leads and resources

•Increase your search rankings

•Develop credibility within your industry

•Find employees and partners


Is traditional media dead?


Social Media is an addition to your marketing plan - not a replacement


•Link to your social networks from your website

•Let your customers know when something is

going on through an email

Use TraditionalMarketing to Maximize


Is it a fad?


•Video

•Search

•Location

•Mobile

•Policies

Upcoming Trends


•Encourage your employees to tweet about your

brand but give them structure.

•Make it a part of their employee handbook.

•Critical for companies concerned about

liability: healthcare, insurance

Policies


•Our social media purpose is __________

•Be responsible and authentic

•Protect confidential information

•Consider the audience & exercise good judgement

•Respect copyrights

•Bring value

•Can they do this during their work day?

Policies


Who should be “tweeting” for me?


•Intern?

•CEO?

•Critical to have the right person managing your

accounts

Selecting the right person


Is social media the “magic” fix?


You must have a good product or service. Bottom line.


How do I balance my business and personal profiles?


•Each of you in this room are now your own brand

•Employers are increasingly running Google searches

on their current and prospective employees

•Separate accounts?

- Monitor what you are being tagged in

- Set Google alerts for yourself

- Be honest

The “Personal” Brand


Is social media free?


•Many of the tools are free

•Major investment is in time, resources


Can I track social media

results?


•Google analytics

•Facebook Insights

•Twitalyzer

•Foursquare analytics

Analytics Tools


Getting Started


ANALYZE

EXECUTE

PLAN

GOALS

LISTENListen

Find out what your audience is saying.

Where are they spending their time?

What are your competitors doing?


Monitter.com


google.com/alerts


ANALYZE

EXECUTE

PLAN

GOALS

LISTENGoals

Determine what it is you want to accomplish.

Make the goals as tangible as possible.

- I want to get a new client from Twitter in the next 4 months.

- I want to increase traffic to our website by 10%.


ANALYZE

EXECUTE

PLAN

GOALS

LISTEN Plan

Determine your target audience.

Develop your plan/strategy.

How can this tie in to your overall marketing?

Determine who will be responsible.


ANALYZE

EXECUTE

PLAN

GOALS

LISTEN

Execute

Execute and monitor your campaign.

Reply to comments, feedback, questions.


ANALYZE

EXECUTE

PLAN

GOALS

LISTENAnalyze

Look through your analytics reports.

Measure success.


Questions


Resources


Groundswell

Mashable.com

SmartBrief.com

@mlackey, [email protected]

Client Cornerzunostudios.com/blog


mailto:[email protected]

mailto:[email protected]

Thank you...And thanks to our sponsor!

facebook.com/FreshBrotherstwitter.com/FreshBrothers


social media for business: an introduction

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