Download to read offline
Uploaded byRalph J. Davila, APR
SCORE social media_workshop(08202011)v2
The document discusses social media and its importance for small businesses. It defines social media as the democratization of information that allows people to publish content and have conversations. It discusses how social media allows two-way communication between businesses and customers. It also provides an overview of key social media networks like Facebook, LinkedIn, and Twitter and how businesses can use them strategically to engage customers and build their brand.
More Related Content
Similar to SCORE social media_workshop(08202011)v2
SCORE social media_workshop(08202011)v2
- 1. SOCIAL MEDIA ForSmall Business @rjdavila LinkedIn.com/in/ralphdavila
- 2. WHAT IS SOCIALMEDIA?
- 3. How would youdefine social media in your own words?
- 4. According to BrianSolis, Social Media is: “ The DEMOCRATIZATION OF INFORMATION , transforming people from content readers into PUBLISHERS . It is the shift from a broadcast mechanism, one-to-many, to a many-to-many model, rooted in CONVERSATIONS between authors, people, and peers"
- 5. In the past,you pushed your message to a specific audience (i.e. – Advertising, Direct Mail) Super Bowl Ad Introducing Macintosh - 1984 Super Bowl Ad Featuring E-Trade - 2010 Sources: Mac Ad. Entertainment Weekly. http://www.ew.com/ew/gallery/0,,20254513_20009920,00.html E-Trade Ad. http://www.esquire.com/the-side/feature/new-etrade-commercials-2010
- 6. Not much roomfor two-way communication Word-of-Mouth was sought out most (Water-cooler talk after a funny ad last night during Super Bowl) Contact through phone (Customer service) or in-person (In line at the store) Brenda, did you see that hilarious ad last night? WOW! I’ve been telling everyone!
- 7. Transparency was tougherto identify Example: Car dealerships always say they’re largest or have most sales… Source: http://blog.hemmings.com/index.php/2009/12/07/lost-locations-roundup-flying-a-service-station-king-midget-factory-custom-car-dealership/
- 8. The one-way modelhas morphed into a two-way model The Company>Customer relationship has become a cyclical, web-like model Source : http://www.vedainformatics.com/blogs/5-things-about-social-media-marketing/ Reaches Customer , trickles down to friends and friends of friends Business Message
- 9.
- 10. The digitized versionof in-person, word-of-mouth communication In real-time and immediate A digital medium allowing your audience full access to support, critique and bash you to others ALL about content! The phrase “Content is King” was never more important Most importantly - TRANSPARENT
- 11. WHAT ARE THEMAIN SOCIAL MEDIA NETWORKS IN USE?
- 12.
- 13. There are 750million + “active” users Roughly 206.2 million people in the U.S. are on Facebook Sources: http://www.digitalbuzzblog.com/facebook-statistics-stats-facts-2011/ SocialTRAK, Value of A Facebook Fan. June 2010. Independent Study.
- 14. Business/Organizational Fan pagesare perfect for building online communities/engagement/interaction
- 15. The first socialnetwork to go public with an Initial Public Offering (IPO) Has more than 100 million users worldwide 2 billion + people searches in 2010 Executives from every Fortune 500 company could be found in 2010 Source: onlinemba.com infographic.
- 16. Group/Business pages allowfor sharing of information and help connect professionals
- 17. More than 106million accounts Is based on 140 character posts There more than 55 million tweets each day 45% of users are between 18-34 Source: http://www.onlinemarketing-trends.com/2011/03/twitter-statistics-on-its-5th.html
- 18. Great tool forcustomer service dept., during a crisis and other real-time comm. uses
- 19. WHAT IS ITSPURPOSE IN BUSINESS APPLICATIONS?
- 20. Facebook The 35+demographic accounts for more than 30% of the FB user-base On average, fans spend an additional $71.84 on products compared to non-fans LinkedIn 68% of the users are over the age of 35 69% of all users make more than $60K/year Twitter 30% of users have annual household income of $100K +
- 21. Your audience usesthese social networks everyday. So how are you reaching them? You’re not… Let me show you what you’re missing
- 22.
- 23. DON’T just createa social presence because everyone else is! Just because you have a page doesn’t mean you’ll succeed QUESTION: How many of you have stumbled across a Facebook Fan page that hasn’t been updated in more than 6 months? Social Media is Strategic… and it shows
- 24. Keep it simplewhen developing strategy Be realistic . Start small . Go after the lowest hanging fruit and build from there… Three key questions that will drive strategy: 1) What are you trying to achieve? 2) Who are you trying to reach? 3) How will social media tools help facilitate this?
- 25. Types of goalsand objectives: Build awareness Change perceptions Reach new audiences, new geographic areas Communicate during a crisis Gain feedback on a product or service Use it to see what your competitors are doing And on and on…
- 26.
- 27. Set your goalsand make them your guiding light! If not, you’ll end up like this guy!
- 28. Social media allowsprecision audience targeting (demo info, user data, etc.) Once you know your target audience, social media allows you to build a community This community allows the online conversation to become offline (real world) Gain some basic insight into your audiences’ habits, likes and dislikes Can help target better
- 29. Friday, August 12,Facebook began allowing businesses to target by ZIP Code.
- 30.
- 31. Graphic courtesy ofTechnorati If you’re brave, take a stab at trying them all! By the way, this is only just a few of the thousands out there!
- 32. Begin by researchingwhere your audience resides online If you have a direct competitor, review their social networks and take notes You don’t have to use every available social media network! Start slow… if your customers use Twitter the most, start with Twitter
- 33. How to beginusing these social media sites
- 34. Create a socialmedia policy guide, including: How to respond to positive and negative posts or comments Who should be responsible for posting and responding Rules for use for employees with their own personal accounts
- 35. Create a basicmessaging platform What is the essence of our business or organization? Capture that essence with key words and phrases Develop a tone, a context to your posts and responses… what’s your business’s PERSONALITY ? DO NOT post sales pitches. Create a conversation that engages them to talk about your business.
- 36. Make your entireteam part of the messaging discussion That brings them in on the ground floor Give them ownership, claim to this “voice” you’re creating for your business Ensure the person/s who are the “content creators” keep continuity in that voice Give access to your SM accounts sparingly, to those you trust most – they will be the digital voice of your business!
- 37. Facebook, Twitter andLinkedIn make it extremely easy and intuitive to create accounts.
- 38. When setting uppages, use your business identity (name, logo, other key info) Don’t use a person or mascot for your page It creates confusion unless you are a prominent brand that rests its brand ID on this person/mascot
- 39.
- 40.
- 41. Top line information Logo and tagline if you have one Business background (Facts and stats) Location and hours of operation Contact information (Website, email, phone, etc.)
- 42. What do Ido next after these social networks have been created?
- 43. Now that youhave a page or pages, you are in charge of the content Keep a calendar of when and what to post Your personal account is now connected to the fan page as an administrator DON’T accidentally post something thinking your fan page was your personal page
- 44. Just because youcreated it, doesn’t mean your customers will flock to your page It takes a little leg work… some manual labor Do research. Find where your audience hangs out. What they like. Again, look at your competitors pages, or similarly aligned fan pages
- 45. Send a messageto your friends to check out your new business page and “Like” it A great way to get a small base of fans Friends are more prone to share with their friends Targeted advertising with small budget Can target by geography, zip code, etc. Create an incentive when advertising (Coupons) Run a contest or giveaway to compel people to “Like” page
- 46.
- 47.
- 48.
- 49. So, you’ve foundsome people, you’re: Promoting yourself to local people on Facebook Requesting folks on LinkedIn for your business page Following influencers and their friends on Twitter What do I do next?
- 50. Whether you’re usingjust one or three social networks, you must begin by adding some rich content Begin by posting messages that introduce your business to the world and welcome everyone to join in on the conversation Add a few more… ensure there’s substance! Keep the message consistent across networks
- 51. Ask a toughor compelling question Share a link to recent media coverage on your business
- 52. Share content betweensocial networks Cross-linking creates great search engine optimization – It makes your business get found easier! Always try and tie your links back to your website for best increase in search results
- 53. Tom Duke willmoderate questions…
- 54. Ralph J.Davila, APR @rjdavila LinkedIn.com/in/ralphdavila
Editor's Notes
- #14 About 70% of Web users are using FB in US
- #15 Conservancy page change and how interaction went up…
- #17 Post updates on LinkedIn which keeps people following the page… What other info on LinkedIn can you gather??????
- #24 1) Many businesses and orgs create a page quickly and make a few posts just to say “Hey, I have a Facebook or Twitter page!” 2) That Doesn’t mean it will work.
- #26 DOMINO’S EXAMPLE….
- #49 I look at who they’re following, see that they only follow about 10% of the people who follow them and recognize that the program puts the top people on the front page. So by researching them, I can find people they follow that would fit within my audience best. Plus, these people are respected and listened to by their peers online, so connecting with them can be a catalyst for growth.