Effective Social Media to Enhance Your Effective Social Media to Enhance Your BusinessBusiness

Presented by Carla Presented by Carla HaleHale

Social media manager at The C-3 Group

Co-founder of CultureMASH Board member of New Media Dayton Dayton native Sinclair/WSU alumn

Social media goal setting Platforms 3rd party tools Blogging Content Creation and Calendars Response – time and style Delegating resources to SM

management How does SM integrate with the rest

of the web?

The use of web-based and mobile technologies to turn communication into interactive dialogue.

Social media is: collaborative, network, conversation,

sharing, relationships, multi-dimensional, inclusive, information, community, personalized, empowering, real-time, content distribution, self-expression, unity, dynamic, discover, power of the masses

Decide and commit to participating in the real time web.

Learn all you can. Learn the platforms, but also learn the

philosophy. Listen - To customers, influencers, and

competitors. Develop policies and plans. Goal set. Track and measure.

Gain exposure. Expand and enhance the brand. Gain new customers. Make money!

All of this can be achieved through social media.

Social media fits into the overall business or marketing plan. It is not separate.

The same traditional principles of marketing apply, in a new way.

Social media needs a budget and resources assigned to it, just as you would any other facet of your marketing.

A social media plan can exist independently, but needs to be factored in.

Strengthen Your Brand Engage Your Audience Increase Brand Awareness Improve Search Engine Rankings Increase Site Traffic Improve Customer Service Lead Generation Monitoring Your Online Presence Drive Conversions … Just to name a few…

Started with BBS (Bulletin Board System) in the 1970s.

650 million+ on Facebook. 200 million+ on Twitter. 17 million+ on Google Plus…. In three

weeks 10 million+ on Foursquare

Social media revolution Nielsen reported 47 percent of

Americans visit Facebook daily. That compares to 55 percent who

watch TV, 37 percent who listen to radio, and 22 percent who read newspapers.

Generating conversation vs. creating noise• It’s very easy to unlike a page on Facebook, or

unfollow on Twitter.• You need to have something useful to say.• Online consumers have the WIIFM mentality –

What’s In It For Me?• What can you provide that is unique and

valuable to your customers? • Conversation is a 2

(or more) way street.

WOM – Word of Mouth• SM can be one of the best ways word of

mouth messages spread about your company – good or bad.

• “Satisfied customers tell 3 friends; Angry customers tell 3,000.” – Pete Blackshaw

• There are social networks that exist solely for this purpose – consumerist.com, angieslist.com, yelp.com

Do you think MTV wants to know this?

Transparency • Trust is one of the hardest things to gain

and the quickest things to lose. • Individuals in your organization should be

required to be transparent about their roles on SM sites.

• Easy to get caught – everything on the internet is in ink, not pencil.

Authenticity• Be who you are; Be who your brand is.• Stay on topic (or related topics).• Employees of the brand should stay within

the brand’s personality.• Have disclaimers, disaster plans, guidelines

for when something goes wrong (it will) – • Zappos – Their brand is all about customer

service and it shows.

Reciprocity• Promote others.• Chris Brogan rule – promotes 12 others on

Tiwtter for every one time he promotes himself.

• Interact with similarly-minded biz’s.• This is especially important for local biz.• Social Media PR• Don’t NOT do this, people notice that too.

Brevity• There’s a reason some people like Twitter

better…• Learn from Seth Godin, publishes more

frequently, but shorter amounts.• Keep people coming back for more.• Clear and simple messages.• Other media can tell your story –

images, vlogs, videos.

Find Influencers and Learn• Social media is always changing and there

will always be someone ahead of you. Learn from them.

• Influencers in SM relating to almost every field – B2B, B2C, NPOs, pharma, Small biz, restaurants, etc.

• Engage with influencers to help you sell (not in a SPAM way!) – social media elite, or twitterati… whatever you call it, find them!

Won’t fix a bad business• Social media will always make something

that is bad from the beginning look worse. • Either you will be attracting no one (looks

bad) or attracting angry, upset people (looks worse).

• Fix your business, then engage on SM.

Commitment• Social media is a commitment – most of the

time a daily commitment. • Building your community, engaging with

customers is something the whole company can (and probably) should be involved in.

• Social media success takes time, it does not happen over night.

First and foremost, discover what is being said about your brand already (more than likely, you are already being talked about)

Who, What, Where, When and Why Now you know who to target, what

they are talking about, what channel(s) you are being talked about on, timeliness, and why (good or bad).

There are free and paid tools available. Free:

• www.google.com/alerts• www.socialmention.com• www.search.twitter.com• www.topsy.com• www.twazzup.com • www.monitter.com• www.addictomatic.com• www.trendsmap.com • Facebook is not so easily monitored…

There are free and paid tools available. Paid:

• www.radian6.com• www.lithium.com• www.collectiveintellect.com• www.sysomos.com• www.attensity.com • www.webtrends.com• www.nmincite.com (Nielsen)• www.brandwatch.com

First, analyze what you are already using – Email, phone, newsletters, print, etc.

Is this missing your target audience? Do they reflect your brand?

If yes, don’t get rid of them in place of SM. If no, consider eliminating. Ask yourself what is missing, who are you

missing, are you active or passive. Are you committed? Claim your business profile on all Social Media

channels.• www.knowem.com

Listening (keeps coming up, right?) Find what your brand presence currently

is, online communities you should engage in, influencers, and similar companies.

Decide who in the organization is responsible for content generation/posting and how often they need to be online (Zappos has someone on Twitter 24/7)

Decide overall topics to discuss.

Create a content plan/calendar. (more on that in a minute…)

Set goals – relationships, raise awareness, increase web traffic, increase sales, etc.

Decide your core message and stick to it. Select the channels best for your brand

based on where your target is. Measure results. Reevaluate your overall plan periodically,

each quarter is suggested.

Create a content plan/calendar. (more on that in a minute…)

Set goals – relationships, raise awareness, increase web traffic, increase sales, etc.

Decide your core message and stick to it. Select the channels best for your brand

based on where your target is. Measure results. Reevaluate your overall plan periodically,

each quarter is suggested.

Intended for the use of your whole company• Introduce the purpose of social media• Be responsible for what you write• Be authentic• Consider your audience• Exercise good judgment• Understand the concept of community• Respect copyrights• Protect proprietary info• Bring Value• Find balance between social media and work

Traditional• IBM

Innovative• Victoria, Australia Government

This is necessary, but somewhat tricky.• Decide what is important to you overall. • Enhancing customer service – Wright State

Housing• Gaining more sales – difficult to measure if

a Facebook like will translate to sales• Enhance the brand• More YouTube views• More blog comments

650 million users Average user has 130 friends Average user creates 90 pieces of

content each month About 70% of Facebook users are outside

the United States There are more than 250 million active

users currently accessing Facebook through their mobile devices.

People that use Facebook on their mobile devices are twice as active on Facebook than non-mobile users.

Let’s talk specifics about your pages…. http://www.facebook.com/pages/ After 25 Likes >

http://www.facebook.com/username Features: Wall, Info, Photos, Reviews Iframes Apps

200 million+ users In the past year alone, the average

number of tweets per day has nearly tripled from 50 million to 140 million.

For the past month, the average daily sign-up rate has been 460,000 new accounts

182% increase in the number of users tweeting from mobile devices in the past year.

@ Replys

Followers vs. Following Direct Messages Retweets Hashtags

Trends

100 million+ users Operates in over 200 countries. 85% of hiring managers use LinkedIn to

find candidates. 61% of users are male, this is different

from other networks.

Great for competitive intelligence “Answers” forum Private messaging Who’s viewed your profile Paid and free subscriptions Groups Recommendations Can follow companies

490 unique visitors 92 billion page views each month 2.9 billion hours watched each month These stats do not include mobile or

embedded videos 400 tweets per minute contain a YouTube

link 2nd largest search engine after Google

Channels – allows viewers to see all of your videos

Can have a branded background Viewers can leave comments Showcase expertise Can aid in customer service

Google Plus has gained almost 18 million users since its inception

Is not allowing business usage at this time “Circles” are lists of friends that you

categorize Can share photos, links, tag people, etc

similar to Facebook

Foursquare just reached 10 million plus members

A location based social network that can be integrated with Facebook and Twitter

Can see where friends are Businesses can offer deals to check-ins or

Mayors People can become mayor of a location

after checking in more than anyone else Foursquare awards badges for certain

types of check-ins Location is a top trend of 2011

Creating a social media calendar allows you to plan ahead for what you will talk about.

Saves time and resources.

Tweetdeck Hootsuite

Location Based Networks Facebook Social Graph Social Commerce QR Codes & SnapTags

Geo-location networks and apps are becoming more and more common-place.• Foursquare, Gowalla, Loopt, Whrrl are all

networks specific only to location. • Facebook launched Places about a year ago.• Google is launching their own Places

This will be important for businesses to monitor who is checking in at their location.

Businesses who participate in geo-location networks can offer incentives for those who “check-in”

Social Plug-Ins will become the norm. This allows Facebook users to “Like”

not only business Pages, but also specific items.

The Facebook user can also see which of their Facebook Friends have also “Liked” that page or object.

Social Network users are sharing what they are purchasing, direct from an e-commerce site.• Their friends can weigh in on purchasing

decisions and “Like” them. Groupon and LivingSocial also

prompt users to share their purchases on Social Networks.

QR Code – Stands for Quick Response Code. • Scanned with a smartphone app and can

link directly to a URL, video, etc. Snap Tag – Usually a logo, able to be

used with older phones, as long as they have a camera.• Consumers can take a picture of the Snap

Tag, SMS message it to a number and then receive promotional text messaging.

Lastly, social media greatly affects your SEO (Search Engine Optimization)

Be sure to Google yourself often and see what is found.

Ideally, your website should be first, followed by your social media channels.

Scott Stratten Chris Brogan Liz Strauss Julien Smith Jason Falls Amber Naslund Brian Solis

www.c-3group.com Chale@-c3group.com 937-985-4234 Twitter.com/carlaweishale Facebook/chale1 Linkedin.com/in/carlaweishale

Effective Social Media to Enhance Your Effective Social Media to Enhance Your BusinessBusiness

Presented by Carla Presented by Carla HaleHale