EE Social Media Advanced Presentation
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Social media can be used effectively by businesses in several ways: 1. Having an engaging social media representative who is passionate about the company helps build followers and brand awareness. 2. Announcing who is operating a company's social media account at different times helps personalize the experience for customers. 3. Involving different departments within a company allows them to provide useful information to followers from varied perspectives.
EE Social Media Advanced Presentation
- 2. Social Media Beyond the Basics
- 3. Social Media??? WHAT do I say? WHAT is all HOW do I this social track it? media stuff? How to WHO is doing it make it WHY should I right? work for participate? me? WHERE WHEN will I can I find have time to inspiratio manage it? n? WHO’s listening to me anyway?
- 4. You have a: • Facebook Account • Twitter Account • Linkedin Account • YouTube Account
- 5. Are you using Social Media….. • To drive traffic to your website? • Connect with your customers? • Use as an extension of your overall promotional campaign?
- 6. Benefits of Social Media Law of Attraction (pull marketing) Allows you to establish yourself as an expert Organically increases SEO Only investment is your time* *some restrictions may apply
- 7. First of all… You have to have a goal. I like Facebook and everything, but I’m just spinning my wheels if I don’t have a goal. Sure, I like connecting with old and new friends, but am I doing it to gain something for my business?
- 8. Social Media IS NOT A MAGIC BULLET
- 9. You need to know what you’re talking about. • What is something you could talk forever about? • What are you passionate about? Gosh this guy • What is your value to the world? is boring!
- 12. 500 Survey – Oct/Nov 2010 • 71% of the fast-growing companies on the Inc. 500 list said they have Facebook pages (up 10% from last year) • 59% use Twitter (up from 52% in 2009) • 50% maintain a corporate blog (up from 45% in 2009) • 33% use bulletin boards (up from 28% in 2009) • 34% of the Inc. 500 said they have policies guiding employee blogging • 56% reported social media was “very important” to their business/marketing strategy (up from 43% in 2009) • 57% report using search engines and social networking sites to recruit and evaluate potential employees
- 13. Survey • 56% use Facebook in 2010 • 23% maintain a corporate blog (barely up from 22% in 2009) • only 20% of the Fortune 500 have rules governing employee blogging • Twitter was a surprising exception: 60% of the Fortune 500 used Twitter in 2010, a significant increase from 35% in 2009 (however, MediaPost reports that this data only reflects ‘if there was a Twitter account with one tweet in the last month’) • 35% of Fortune 500 companies keep their Twitter accounts up-to-date with current news and information, consistently responding with @replies or retweets within 72 hours
- 17. It belongs to everyone. It has to!
- 18. But are you making it work for your business?
- 20. Dig around to find the application right for your business.
- 24. www
- 33. Ensure your entire company is consistent in your objective and message.
- 40. Our Focus: The BIG
- 41. What’s in the Box? I’ve got my box of features and tools…now WHAT?
- 42. How do I use this?
- 44. Why should I use this for my business?
- 46. Sandy Ratliff Business Services Manager Virginia Department of Business Assistance Phone: 276-676-3768 Email: [email protected] Twitter: http://twitter.com/sandyratliff Facebook: http://www.facebook.com/sandy.ratliff LinkedIn: http://www.linkedin.com/in/sandyratliff YouTube: http://www.youtube.com/user/vastartup
- 47. Why ? • Target Your Audience • Build Brand Awareness & Manage Company Image • Increase Customer Loyalty/Customer Service • Find Business Opportunities and Expand Into New Markets • Find New Suppliers • Connect-Network
- 48. I have a profile – Now What?! • Image of YOU • Brands can be people too – the Social Web • Optimize your Twitter profile • Name, Twitter name, description • Description is your meta description • Add your location – not “Your computer”, “Planet Earth” etc. • Add quality followers that care about your content Photo credit: http://www.flickr.com/photos/matthamm/3383916444/
- 49. Who to Follow? 1.Customers 2.You Brand/Products 3.Industry Leader 4.Event Attendees/Trade Show Leads 5.Fans 6.Friends 7.Suppliers 8.Competitors
- 50. Building followers • Twitter Search (search.twitter.com) • Nearby Tweets • Favorite blogger? Industry leader? Subscribe RSS? Then follow too! • #followfriday • Comment on blogs – Use Twitter URL • Events tradeshows • Email footer • Business Cards • Search email address book – Yahoo, Gmail, AOL • Import LinkedIn Connections - http://socialmediab2b.com/2010/03/b2b-linkedin-twitter/ • Focus on the relationships not the technology • Content, content, content
- 51. Twitter Search • http://search.twitter.com • Google for tweets • Real time • Brand Reputation • Search: hobbies, interests, company, products, customers • Giant cocktail party but you can eavesdrop on any conversation you want
- 53. Twellow.com Local Twitter Users: Abingdon – 156 Bristol, VA – 212 Marion - 44 Lebanon – 40 Wise - 65 Bristol, TN - 260 Johnson City - 782 Kingsport – 466 Jonesborough - 83
- 54. Plan Your Tweets 1. Choose Your Preferred Audience 2. Decide How Many Tweets You Want to Send Daily 3. Decide How Long You Want to Make Your Tweet Plan 4. Find the Keywords You Want to Use on Twitter (Keyword Analysis / Research) 5. Choose Different Formats for Your Scheduled Tweets 6. Write Your Timeless Tweets 7. Choose Your Times 8. Schedule Your Tweets
- 56. Beyond the basics • Hash tags and trending • URL shortening services • Popularity and reach • Controlling multiple accounts
- 57. • A hashtag # is symbol used to denote a feature of the tweet, e.g #smallbiz • Can be used to follow the topic/industry • Can be used to follow a charity #redcross • Or can be used to follow a brand #lowes
- 58. • www.twitterfall.com Follow by #hashtag
- 59. Cool Twitter Tips And Tricks • Make a customized background • Use Google to search Twitter • Make a list • Find a Twitter client that works for you • Shrink URL’s when sending links • Use the proper retweet function
- 60. Make a Cool Background Free Twitter Use to promote Designer and include contact info! http://mashable.com/2010/10/06/new-twitter-background-customize/
- 62. Make a List
- 63. Tools TweetDeck
- 64. Tools Manage Multiple Accounts: Twitter, Facebook (Personal and Business Page) & Linkedin
- 65. Tools Stat Summary of Tweets
- 66. Shrink URL’s TinyURL
- 67. BlastFollow http://www.blastfollow.com/
- 68. Friend or Follow http://friendorfollow.com
- 69. Use the proper retweet function
- 70. Find all corporate accounts
- 71. PR http://monitter.com/ Monitter Or real time, with different clients Many free tools are regularly developed in order to find out what is being said about your brand, for example Monitter, a tool to monitor keywords. Tools like coTweet allow for finding out what is being said about you, but also for managing different Twitter accounts simultaneously. 71
- 72. The Comcast Case
- 73. Why? Unite an existing community Make customers loyal Find new clients (through targeted searches on keywords) How? Play on the immediateness of Twitter for fast sales Play on the “pre-launch” effect for the community
- 74. Sales The Dell case Over 2 million dollars generated on Twitter 74
- 75. Sales The Crème Brulee Man Announce Cart Location Over 2 million dollars generated on Twitter 75
- 76. Twitpic.com
- 77. How can you access Twitter? On your mobile phone
- 78. 1. People Like a Person, Not Just a Logo — @Ford •@ScottMonty - head of social media for Ford Motor Company and is the face and personality of Ford on Twitter. •Has more followers and a higher Klout Score than the @Ford official account. •Passionate about Company and products….it shows in his tweets. •He is a face…not just a Avatar. •Best for: Companies that have a strong social media lead who is committed to the company and who fits well with the brand image
- 79. 2. Announce Who’s Tweeting — @Zappos_Service •Use multiple people to run its account. •They tweet when they change shifts and announce who‟s helping. •Want Twitter to be more “personalized” for customers. •Offer 24/7 Twitter customer service. •Best for: Companies that need to provide service 24/7.
- 80. 3. Get Many Departments Involved — @JetBlue •@JetBlue approximately 20 people behind JetBlue‟s corporate account. •All are established crewmember with expertise in different areas within the company that their followers find useful. •JetBlue maintains a Twitter list of on-duty reps so customers can find out who‟s behind the voice at any given time. •He is a face…not just a Avatar. •Best for: Companies where customers are looking for information first and need to be able to get in touch with different parts of the company.
- 81. 4. Carefully Craft the Brand Voice — @VirginAmerica •Virgin America does a remarkable job of being responsive on Twitter despite the fact that there are only two people behind the handle. •The „Virgin Voice‟ is casual, cheeky and irreverent, and so are they….let their personalities show. •Goal is to simply be true to Virgin‟s values in their social media posts by going out of our way to create „wow‟ for their guests and having fun along the way. •Best for: A brand with a strong voice.
- 82. Don't • Not participate • Sell sell sell • Give up right away • Forget to have a plan • Forget to think before you Tweet • Relevant content...reason to follow
- 83. Recap • No Magic Bullet • Part of your business communication plan • Have a plan • Measurable Goals • Optimize your profile • Customize your background • Build followers who care, listen and share (patient) • Use Twitter Search, Hashtags and Twitter Lists • Use Tools to Manage Account • Lighten up
- 84. IT’S NOT HARD, IT JUST TAKES PRACTICE
- 85. Sandy Ratliff Business Services Manager Virginia Department of Business Assistance Phone: 276-676-3768 Email: [email protected] Twitter: http://twitter.com/sandyratliff Facebook: http://www.facebook.com/sandy.ratliff LinkedIn: http://www.linkedin.com/in/sandyratliff YouTube: http://www.youtube.com/user/vastartup