social media training for business success

We all now live a life where….

Food is Social

49% of surveyed consumers find

out about food through social media

Column Five Media

Tech is Social

90% of technology companies

focus on strengthening relationships

with customers by increasing

engagement online

PwC US Survey

Arts & Culture is Social

82% of arts and cultural

organizations use

social media to engage

with their audience

Digital Technology’s Impact on the Arts; Pew

Survey

Retail is Social

78% of consumers say that the

posts made by companies on

social media influence their

purchases.

Forbes

Why

your business

needs to be

social?

It’s Viral

before Social Media after Social Media

It Works

and

It Returns

‘s ROI just for sending out a tweet might look something like this:

1.5m

followers


1.5mfollowers

50k

followers who see the tweet


1.5mfollowers

50k


500

followers who click on the link


1.5mfollowers

50k


500


50

purchasers based on the Tweet


1.5mfollowers

50k


500


50

purchasers based on the Tweet

$25,000

in sales: 50 purchases x $500

In about one year, generated

in sales from

alone.

‘s IdeaStorm is an online community

that allows users to submit ideas for

new products or improvements

to existing ones.

30% drop in negative sentiment!

Low

Engagement

It Engages

Networks

Communities

Blogs

Microblogs

Banners

Microsites

Email

SearchBroadcast

Print

Radio

Outdoor

Traditional

Marketing

Traditional

E-Marketing

Social

Engagement

• ‘Y’ Generation = Digital Natives

• Age Limit : 20 – 30

• >40% of human race

• Spends >16 hours/week online

• 96% joined social network

It’s for Y Generation

And they don't care

about your ads.

They care about

what their friends

think.

Experience is Social

• Time spent on social networks is growing at 3xthe overall internet rate

• Visiting social sites is now the most popular online activity

…. Ahead of personal

email & Porn!

• Ignoring social media in 2015 is like ignoring Google in 1999

Fig. Growth of Social Media

People Rely on It

Setting up a business social media strategy

Plan

• Start with the core

• Being clear on your objectives is first and foremost

• Frame your business social media strategy

• Establish business goals

• Write down business goal

• Translate goals into measurable objectives

Execute- Choose your channels wisely


• Identify your audience

• Define your goals

• Find your audience

The media you choose depends on who you are

Upper Mgt.

Sales

HR

PR

Marketing

Social Business Approach

Three Pillars of Social Community

Community on

Your Site

Official Social

Media

Channel

Conversation

About Your

Brand

Blogs

Profiles

Learning

Group

Facebook

LinkedIn

Twitter

YouTube

MicroBlogs

Forums

Blogs

News

Social SSOBecome a Fan

ShareEmbed

How to make your business social media strategy happen ?

• Listen

• Deliver value first

• Engage

• Allocate appropriate resources

Listen

• Listen to your audience

• Who they are?

• Competition

• Customers

• Retailers

• Y generation

• What they want?

• Where do they get information?

• How do they make decisions?

Deliver your value

To deliver value

• Be the source of relevant information

• Put your name and face to your business

• Allow customers to associate with your brand on a personal level

• Produce Content that People Want to Share

What people care about is

•How your information will benefit

them

•How they can make more

money

•How they can save more time

•……And change their lives

Engage

• Ask questions

• Request action

• Organize contests to motivate

• Give a reason to make an effort

• Never spam, be honest and maintain consistency

Allocate appropriate resources

• Tools are free

• But Social media isn’t

• Someone has to own it, monitor it, track it, analyze it...

• Put the right people in charge

Use social media for business

• Branding

• Research

• Customer retention

• E-Commerce

• Lead generation

Inside look into Social Medias

• Facebook

• Twitter

• Linked In

• You tube

• Blog

• Google+

• Pinterest

• Instagram

http://www.wisegeek.org/what-is-facebook.htm

started it’s journey in 2004

• Now it is serving as a media that connects-

936M active users DAILY!

• It is a great business tool since,

– helps to achieve business objectives better

–The strengths of are beneficial for many companies

http://newsroom.fb.com/company-info/

http://www.slideshare.net/messierjf/business-and-social-media-tools-facebook

Business Objectives Being Achieved

1. Branding

– To promote new Toyota Sienna SE

the company did something new, fun

and engaging

– Resulted in 182,500 shares

2. Customer Retention

– Virgin uses Facebook to connect

with the customers

– Because they believe that happy

customers mean returning

customers


Strengths of Facebook as a Business Tool

1. Popularity:

Facebook is POPULAR!

If Facebook were a country, it would be the 3rd most populated country of the world!

Over 1.5B businesses with active Facebook pages

30B pieces of contents shared each month

42% of marketers report that Facebook is important to

their business


Target people by demographics,

geography, and/or interests

Pay only for clicks (pay-per-click,

PPC)

High volume, low cost

Drive to Facebook business page

or website

2. Advertising:

Strengths of Facebook as a Business

Tool


3. An Efficient B2C Tool:

Strengths of Facebook as a Business

Tool

51% of consumers are more

likely to buy a product after

becoming a fan on Facebook

25% of customers connect

with brands on Facebook to

receive discount

56% of the fans are more

likely to recommend a brand to a

friendhttp://www.slideshare.net/messierjf/business-and-social-media-tools-facebook

Examples of Successful Business Promotions

During London 2012 Summer Olympics Nike featured average athletes instead of high profile athletes

• Nike gained 166,718 Facebook fans during the London Olympics

To promote Nice and Easy color blend foam Clairol gave away 100,000 samples to lucky FB users

• Clairol’s number of fans grew by 944 percent

http://socialmediastrategiessummit.com/blog/top-10-companies-with-successful-social-media-marketing-campaigns-on-facebook/

Facebook Monitoring Tools

http://raventools.com/marketing-software/

http://socialmedia.biz/2011/01/12/top-20-social-media-monitoring-vendors-for-business/#more-16955

http://www.trackur.com/social-media-monitoring

http://www.adweek.com/socialtimes/pagelever-now-real-time/406837

Some Unsuccessful Business Promotions

Netflix announced its decision to raise rates and change its service on its FB wall

• Enraged customers took to the digital airwaves

• The company posted a cheerful comment thanking its fans for their feedback

• That same day, its fans fired back leaving over 11,000 comments

http://www.imediaconnection.com/content/30897.asp#singleview

Some Unsuccessful Business Promotions

Tiger Airways hid an entire negative comment from it’s FB page wall

• The community was outraged

• Massive fallout incurred

• The page had to be locked as a result

http://sproutsocial.com/insights/how-big-businesses-fail-on-facebook/

Strategies for Successful Business Activities

• Don’t plan too far ahead

• Play by the numbers

• Be a community advocate

• Make engagement the goal

• Relax & interact like a real person

• Reward your fans

https://www.youtube.com/watch?v=STpjpamPQaU

Strategies for Successful Business Activities

• Run your posts through the BFF checker

• Don’t be a big brother

• Don’t coddle the complainers

• Let your fans shine

• Use your community to learn

• Use Facebook analytics

https://www.youtube.com/watch?v=STpjpamPQaU

http://webtrends.about.com/od/socialnetworking/a/what-is-twitter.htm

There are 100M daily

active Twitter users

500 million

Tweets are sent

per day

http://www.slideshare.net/morefollow/twitter-marketingsecrets

34% of marketers use twitter to generate leads

72% of follower are more likely to make a future

purchase

86% of users are more likely to visit after it has been

recommended by a friend

30% lift in recommendations of an SMB after

following them on Twitter

Twitter- A Business Tool

http://www.slideshare.net/morefollow/twitter-marketingsecrets

Business Opportunities Offered by Twitter

Customer Relationship

Product Promotion & Sales

http://www.slideshare.net/socialogilvy/twitter-for-business-6-ways-brands-use-twitter

To promote their products and services

and drive sales-

brands like CVS, Lands End, Jose

Cuero, and more, are working with

TwitterMoms

In response to customer

conversations-

@comcasters was started in April

2008

Crisis Management



Event Activation#fiestamovement was created to-

publish challenges

get updates from drivers

engage conversation around the

Fiesta Movement

JetBlue established a twitter

page to-

prevent any reputation and

sales crises


Corporate Reputation Management


@zappos was created to-

link employees both inside &

outside the office

Resulted in-

121,000 followers

better brand image

Top Twitter Strategies


Twitter Monitoring Tools


Twitter Events that Deteriorated Company’s Image

http://www.businessinsider.com/13-epic-twitter-fails-by-big-

brands-2012-2?op=1

Strategies for Successful Twitter Promotions

Optimize your Twitter bio

Find out who the influencers and experts are in your target area(s) and interact with them on a regular basis

Tweet regularly

Track mentions-- and respond if appropriate

Retweet

Follow trends/hashtags

http://www.cio.com/article/2380667/twitter/14-ways-to-use-

twitter-to-market-your-business.html

Strategies for Successful Twitter Promotions

Offer discounts or special deals to Twitter followers

Use images and videos

Use promoted tweets

Make sure Twitter is integrated with your other marketing efforts

Use Twitter analytics

http://www.cio.com/article/2380667/twitter/14-ways-to-use-

twitter-to-market-your-business.html

Why LinkedIn?

Google ‘X’

X’s LinkedIn Profile

X’s Website or Blog

Why LinkedIn?

• 200 Million+ Members

• Every Fortune 500

• Every Major Government

• Most NGO’s

• Most Entrepreneurs

• Over 50% of Post Grads

Generating B2B Leads

You really should

• Always have a reasonto be on it and using it

• Complete your own profile• Write the best

summary

• Enhance recommendation

• Provide links

• Locate your target market• Use Advanced Search

• Look at your

marketing objectives

• Identify people to connect with

• Remember, quality is better than quantity

• LinkedIn allows up to 50 skills listed

• Cut down your skills and endorsements to 3-5

• Be an expert not a generalist

Skills and Endorsement

Profile preview

One Other Word

Story of a Success

Featured in 50 media publications.

Growth by over 328%

Generate thousands of leads.

• Well-crafted videos

• Use Original Content.

• Be Creative

Content

Consistency

Collaboration

Call-to-Action

YouTube has two main reporting

features:

1. Engagement Reports

2. Views Reports

YouTube Metrics

● Subscribers:

● Likes & Dislikes

● Favorites

● Comments

● Sharing:

● Call-to-Action:

Engagement Reports

● Views

● Demographics

● Playback Locations

● Traffic Sources

● Audience Retention

○ Absolute audience retention

○ Relative audience retention

Views Reports

Demographics

Report analysis

Target Group

Analysis the Comments

Re-structure new contents

Reflect customers’ expectation

Product/Service penetration analysis

Branding

• Failed in America’s got talent

• 6.5 million subscribers

• 1 billion views

Crystallize – 120 Million

views

• 1 million singles sold

Worldwide by August of

2014

GOOGLE+

• Nearly 50% of companies rate Google+ as

important to their business.

• Just last year, 15% of marketers acquired a

customer from this social channel.

GOOGLE+

“[Google+] is about transforming your

relationship with Google. The number of people

going to Google on a daily basis rivals virtually

all other properties out there. If we can make

that experience more social, interesting and

personalized, that’s something we want to do

no matter who else is engaged in the same

space.”

- Bradley Horowitz, Google’s VP of

Product

We’re under the impression that

Google+

is Google’s answer to Facebook...

But that’s not the case...

Google+ vs. Facebook

The “YOU” Network The “CONNECT” Network

1) The need to belong/connect

with friends they already have (users don’t want to be connected to new

people)

2) Focus: Self-Presentation

1) Connects others to NEW people

who share similar interests

2) Focus: Learning & Exploring

Google+ is different...

• Platform Structure

• Not a separate platform/destination

• Not “broadcast-heavy”

• SEO-optimized

HOW TO USE GOOGLE+ FOR

BUSINESS SUCCESS

DO’S

• Take advantage of SEO value

• Use visuals

• Strategically share content

DO’S

• Claim authorship with rel=publisher tag

• Make your posts stand out

• Actively grow your audience

DO’S

• Put a +1 button on your site

• Create a community

• Ask for reviews

• Follow other businesses

DON’TS

• Forget to claim your business page

• Neglect your profile

• Wait for customers to come to you

• Forget about 'Circles‘

DON’TS

• Spam users or communities

• Confuse Google+ with other networks

• Confuse Google+ with other Google pages

• Make Google+ your social media bread and

butter

Dr. Isaac Porter

• GOAL: Build his personal brand

• STRATEGY: Use Google+ as his business and brand

development headquarters

• METHOD: Use Google+ features that help to enhance

each part of his business

• Uses Google+ Communities to discuss challenges

and new procedures with other eye doctors and learn

about health care changes and marketing

• Uses Authorship + Business/Local to link his face with

his business results on a Google Search

• Uses Hangouts to make informational videos,

interview patients and talk to other experts across the

U.S.

BELIEVE IT OR NOT, PEOPLE

WANT TO HEAR FROM YOU (AS

LONG AS YOU PROVIDE VALUE)

Proof in Number

B2B companies that

blog get 67% more

leads/month than

those that don’t.

B2C companies that

blog get 88% more

leads/month than

those that don’t.

Companies that blog have

55% more website visitors.

Why write a business blog (Big FIVE)

1. Drive site traffic through organic search (SEO).

2. Improve visibility on social media.

3. Convert traffic into leads.

4. Establish your business as an industry thought leader.

5. Drive long-term results.

Case Study -- River Pools and Spas

• Fiberglass Pool Prices: How Much is My Pool Really Going to Cost?

• Marcus Sheridan first wrote the blog post in 2009

• received 20,359 page views and 84 inbound links, the highest numbers for both categories in River Pools' blogging history.

• The post is STILL bringing in leads and sales

.

• To date, that 1 post has brought in near $3.0 MILLION in sales. …That's just one single post

Case Study --outcome

• Increased Organic Traffic

• Increased organic traffic 120% in three months, reduced PPC spending 50% compared to 2009.

• Expanded blog readership to over 6,400 visitors and 260 subscribers.

Deciding on the right tools

4 Keys to a Successful Business Blog

1. Content

1. Educate

2. Engage

3. Entertain

4. Enrich

2. Outreach

3. Design

4. Action

Benefits of blogging

• Powerful tool for marketing and promotion.

• Improve Search Engine Rankings.

• Strong tool for networking.

• Knowledge base for new employees.

• Recruiting tool for your company.

A Successful Blog Strategy

1. Establish Blog Goals

2. Research Your Audience

3. Tell, don’t sell.

4. Post frequently & Consistently

5. Convey your personality.

6. Title and Body Optimizations

A Successful Blog Strategy

7. Solicit interaction

8. Don’t just blog ,Promote your content.

9. Measure and Fine-Tune Your Strategy for Greater ROI.

10. Think of a marathon instead of a sprint

http://qcmny.com/socialmedia/pinterest-

usage-statistics-infographic/

FACTS

70 million+

total users

40 million

monthly

active

users

80%

female

users

Over 5

million

pins/day

56% from

26-44

years

http://qcmny.com/socialmedia/pinterest-usage-statistics-

infographic/

WHY PINTEREST

97%

17 million+ & 15%

69%

98%

70%

1

2

3

4

5

http://qcmny.com/socialmedia/pinterest-usage-statistics-

infographic/ http://www.relevanza.com/pinterest-tumblr-

lead-growth-facebook-falls/

http://marketingland.com/study-70-percent-pinterest-

shopping-inspiration-24146

TERMINOLOGY

Boards

Group

Boards

Secret

Boards

Pin

RePin

Pin It

button

http://www.postplanner.com/how-to-use-pinterest-for-business-

beginner-guide/

Set Up Business

Account

Complete account

profile

Verify business

Website

Set Up Boards

Find & Pin Great

Content

Getting Started

http://www.postplanner.com/how-to-use-pinterest-for-business-

beginner-guide/

SPREAD THE WORD!!!

Once Pinterest is readyto go & consistent, it istime to tell peopleabout business onPinterest.

http://www.postplanner.com/how-to-use-pinterest-for-

business-beginner-guide/

STATISTICS

http://www.postplanner.com/how-to-use-pinterest-for-

business-beginner-guide/

Getting Started Recap

Pin great

images

Know target

market

Share quality

content

Follow pinners who have

similar interests & share, Like,

or comment on their pins

Promote Pinterest

account on business

website or blog

Check analytics frequently

to see who’s sharing brand

content

http://www.slideshare.net/postplanner/how-to-use-pinterest-for-business-a-

getting-started-guide-for-beginners

TOOLS

http://websuccessteam.com/WSTblog/2012/05/pinerly-tool-

measuring-pinterest-engagement/

http://www.slideshare.net/JosephMondragon/social-media-

marketing-pinterest-presentation

DOING IT RIGHT……..

https://www.pinterest.com/sonyelectronics/

https://business.pinterest.com/en/success-

stories/sony

DOING IT RIGHT………. SONY

Over 2500 Followers

800% increase in

traffic

10 times more click

than Pin It

Over 4 billion

impressions

Highlights

https://business.pinterest.com/en/success-

stories/sony

http://www.socialmediaexaminer.com/pintere

st-case-study-sony/

http://en.wikipedia.org/wiki/Instagram

http://hotinsocialmedia.com/what-your-instagram-filters-says-

about-you-infographic/

INSTAGRAM BUSINESS FACTS

http://webuildbuzz.com/buzz/instagram-buzz-10-awesome-

infographics/

GETTING STARTED

http://www.slideshare.net/Sosarina/instagram-101-how-to-

use-instagram-for-business

Download the

app

Set up

account

Add a profile

picture

Write a

profile

Link to company

websiteCommunicate through

hashtag

HOW TO USE INSTAGRAM

Popular

Tab

Home

Tab

Camera

Tab

News

Tab

Profile

Tab Instagram.com

Tell What You Do In a Creative Way

http://www.slideshare.net/juliaseregina/how-to-use-instagram-for-

business?related=1

USE HIGH QUALITY PHOTOS

http://www.slideshare.net/juliaseregina/how-to-use-

instagram-for-business?related=1

SHOWCASE LIFESTYLE, NOT THE PRODUCT


business?related=1

INSPIRE & EDUCATE FOLLOWERS


business?related=1

ASK CUSTOMER FOR CONTENT



OFFER EXCLUSIVE PROMOTION


business?related=1

USE CLEAR “CALL TO ACTION” IN POST CAPTION


business?related=1

FEATURE PRODUCT IN THE CONTEXT



INTRODUCE TEAM & NEW EMPLOYEES

http://www.slideshare.net/juliaseregina/how-to-use-instagram-

for-business?related=1

USE HASHTAGS

Do not

overuse

them http://www.slideshare.net/Fiverr/fiverr-e-

book6hashtagsoct21

TOOLS

http://www.freshegg.co.uk/blog/social-media/instagram/top-6-

tools-instagram http://blog.talkwalker.com/en/5-

instagram-analytics-tools-industry-experts/

Measurement

• Reach

• Frequency and traffic

• Influence

• Conversation and Transaction

• Sentiment

RECAP

• Strategize

• Listen

• Respond, Engage Be human

• Analyze & Measure

Bear in mind

• Equation isn’t big moves on the chess board, it little moves made everyday that eventually add up to a major shift.

-JayBaer

Few last tips• Stay honest & transparent

• Be interesting

• Learn by doing• Get personal account• Have a lots of listening

• Spread the Love• Be connected with your audience• Engage in conversation

• Make Yourself available• Provide links on website• Cross link content• Encourage participation

• Thanks

social media training for business success

Small Business & Entrepreneurship

social networks

social sites

social time

social media column

growth of social media

business social media

social business approach

business goals