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Social Media for Business
The document summarizes a presentation on social media for business. It introduces the presenters and their strengths with different social media platforms. It then covers the key topics of what social media is, why companies should use it, how companies are already using platforms like Facebook, Twitter, LinkedIn and blogging. Specific guidance and examples are provided on setting up and managing profiles on these different channels.
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Social Media for Business
- 1. Social Media ForBusinessMarch 24th 2010Presenting:Peter Ingle Ghamza Jacobs Sandra Giechel Pradeep Choudhry
- 2. IntroductionsPeter Ingle –General ManagerLikes LinkedInPradeepChowdry – MCT TrainerBest at BloggingSandra Geichel – Marketing ExecutiveTremendous TweeterGhamza Jacobs – MCT TrainerFantastic at Facebook
- 3. IntroductionsWhat are youhoping to gain from today’s Seminar?
- 4. Agenda- What issocial media?- Why use social media?- How companies are already using social mediaFacebook Twitter LinkedIn Blogging
- 5. What is socialmedia?Social Media is Communicating a communications channel supported by online tools and mediaIt allows companies to listen to and converse with their clients where they areLike a phone call, e-mail or personal conversation
- 6. What is socialmedia?What avenues does Social Media open up?ConversationListeningMonitoring customer feedback New Customer OpportunitiesBusiness Development
- 7. ACTIVITYWhich SocialMedia platforms do you have the most interest in and why?Have any of you opened accounts or participate inTwitterFacebookLinkedINBlogging
- 8. LinkedIn for Salesand Prospecting
- 9. About LinkedIn forSales and ProspectingLeverage the power of tapping into other people’s LinkedIn networksUtilize to locate prospective clientsDon’t sell your servicesDrive people to relevant content on your site that adds value
- 10. Create a PolishedProfileClarify what you do and why you are good at itBe conversational Communicate successes from current/past jobsMake sure your profile is completely filled outFill out all current and past positionsDon’t copy & paste your resumeInclude URLs linking to your blogand company websitesInclude a professional photo
- 11. Take Your OfflineConnections OnlineMake it a habit to send a LinkedIn connection to customers and prospects after every meetingConnect with people with similar interestsFind connections already on LinkedInInvite those not on LinkedIn to joinAnswer Questions Posted on LinkedInShare your expertise & add value to the conversation
- 12. Get Introduced to‘Super Connectors’Realize the power and degree of connectivityResearch your 1st, 2nd and 3rd degrees of connectionLook at people you know in common with a prospective connection and have them introduce youIf you belong to a common LinkedIn Group, send them a LI message to discuss your common interestRegularly Deliver Value to 1st Degree ContactsSend them links that they will find usefulAdvertise events tothem that they mayfind benefit in
- 13. Advanced Search FeaturePinpointpotential clientsASF allows you to build highly specific searches for people/companies by industry, city and keywords
- 14. Advanced Search FeatureHowdoes it work?Find exactly right person by entering options in the search fields:Keywords: found in member’s profileFirst/Last name: find someone specific Location: eg LondonTitles: both current and past titlesCompany: both current and past employment at a particular companyIndustry: you can select more than one at a time
- 15. Advanced Search TipsRefineyour results:Quoted searches: search for an exact phrase, i.e. “Human Resources Manager”‘NOT’ searches: type NOT Product Manager‘OR’ searches: Human Resources Manager OR Recruitment Manager‘AND’ searches: Human Resources Manager AND Recruitment ManagerParenthetical searches: for complex searches, i.e. Human Resources Manager OR ( Training Director)
- 16. Advanced Search FeatureAnalyzingSearch Results
- 17. Prospecting TipsInvite yourpersonal and professional connections to join LinkedIn if they’re not on itView your connections’ connectionsResearch and identify potential prospectsResearch decision makers Know their background and find a common ground to help initiate a conversation with themView who has viewed your profileThe number of times your profile is viewed shows popularity and effectiveness of your profile
- 18. Integrate LinkedIn IntoYour MarketingAnytime you do a webinar or present at a conference or tradeshowInvite your audience to network with you or join your LinkedIn groupSharing your presentation or valuable contentInclude LinkedIn in your email signatureCross promote with other social mediaPost your events on LinkedIn
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- 20. What is aBlog?The difference between a blog and a website– A website:• Is a static platform with consistent content– A blog:• Is a dynamic publishing platform with new content• Allows readers to interact/comment/share content easily• Opens the organization’s doors to two‐way communication• Is low‐cost & high in return within marketing, promotionand opportunities for additional business coverage
- 21. How to GetStartedStep 1: Choosing a niche topic for your blogStep 2: Choosing a blog platformStep 3: Choosing a domain name for your blogStep 4: What are readers looking for from your blog?Step 5: How to change your blogging mindset from ‘what’s in it for me’ to ‘what’s in it for my readers?’
- 22. Blog ChallengeBlogging requirestime and concrete planning to be successful and consistent.http://www.newhorizonsuk.blogspot.com/
- 23.
- 24. What is Twitter?Afree micro-communication service that allows users to send and receive messages known as tweets Tweets are post or updates max140 characters
- 25. Tweetsappear in your followers feedTwitter Over 75 million users ranging from students to professionals(Almost) All tweets and profiles are public – you don’t have to be connected (visible to anyone)
- 26. Are you alreadyon Twitter?
- 27. How to GetStartedStep 1: Setting Up A Twitter AccountUsername considerationCreate a short nameusernames count against the 140 character limit and also makes it easier for followers to typeBe careful with shortening however as it may create confusion and be less likely to rememberE.g. @Nhuk (less likely to be remembered)vs. @NewHorizons_uk
- 28. How to GetStartedStep 1: Setting Up A Twitter AccountUsername considerationCreate a short nameusernames count against the 140 character limit and also makes it easier for followers to typeBe careful with shortening however as it may create confusion and be less likely to rememberE.g. @Nhuk (less likely to be remembered)vs. @NewHorizons_uk
- 29. How to GetStartedFilling in your profile informationInclude your website URL and a short bioUsers are reluctant to follow empty profiles so be sure to fully complete itAllows users and directories (Twello) to search your bio by keywords
- 30. How to GetStartedTwitter BackgroundBackgrounds are great for extending the branding strategyWith space on the left, provide more information about the company and your office:Logo of your company, useful links, email addresses and contact informationInclude a photo of yourselfit puts a face to your company and personalizes your profile
- 31. How to GetStarted
- 32. Why Should youuse Twitter?Thousands of companies are utilizing Twitter as a communications tool to help achieve marketing goals to make profit.
- 33. How do youuse Twitter?What to do on TwitterShare content about your products and servicesMonitor current news & buzz on your industryFollow industry leaders and competition
- 34. What to doon TwitterAnswer client questions to establish credibility and expertise. Be an authority figure for your industryDrive traffic to your center’s website and your other SM sites (FB, LinkedIn, etc.)Perform marketing and competitive researchRespond to negative client experiences directlyHow do you use Twitter?
- 35. How do youuse Twitter?FrequencySM requires frequent updates and interactions
- 36. You are onlyvisible when you are active – users search tweets not profiles
- 37. You are whatyou tweetHow to manage Twitter?Managing the 140-character limitThis is no place to waste wordsURL shortenerShorten your URL & Statistics: Several services (cli.gs & bit.ly) offer link analytics that show you how many times your URL was clickedUse symbols: & vs. and, #, $, % - all help reduce character useEdit ruthlessly: Avoid wordiness, find shorter words (e.g. biz vs. business)
- 38. How to manageTwitter?1) Twitter Replies and DMsDon’t miss out on any conversations
- 39. How to manageTwitter?2) Keyword and # SearchesSearch users by their tweetsFind prospects and industry peers Search for ‘Microsoft’ or ‘#Microsoft’
- 40. How to manageTwitter?3) ListsYou can create lists and add users to lists
- 41. Follow Lists insteadof individual users
- 42.
- 43. Users are savedby topics they tweet about
- 44. Easy information accessand management
- 45. Keep your ‘following’count lowHow to manage Twitter?Twitter Clients: TweetdeckAllows you to create your own Twitter dashboard, helping you track and maintain a large stream of connectionsMain features:Segment followers into groups (clients, prospects, friends)Create specific search columns (Microsoft, New Horizons)Tweet from up to 5 Twitter accounts.Translate tweets into another language (Dutch, German)Send updates to your Facebook accountShorten URLs, share videos and images (Twitpic, 12seconds.tv)
- 46. How to manageTwitter?MonitterSearch tweets by keywords AND geographic locationTweetlaterSchedule tweets
- 47. Set up tweetautomisations e.g. automated welcome DM to new followersTwitter Tips and ExamplesDon’t stalk or harass people on TwitterIf someone ignores you, verbally attacks you or your company, you should let it goOnline spats, especially by a company, are always remembered by the community (and Google)Don’t spam users with hard sales tweetsTwitter users quickly notice these actions and will openly call you out and treat you like a spammer Example: HabitatDamage control Example: EurostarTip: Check www.twitip.com for more tips
- 48. ExampleDell is asales poster child for Twitter, making over $3 million by promoting special offers and discounts available only on TwitterOutlet selling certified refurbished, previously ordered new Dell productsProvides advice and assistanceHow are companies alreadyusing Social Media?
- 49. How are companiesalreadyusing Social Media?Case Study: Southwest Airlinesimplemented a very robust social media program numerous social profiles that focused on building awareness for their brand,as well as their internal community of employees
- 50. How are companiesalreadyusing Social Media?Dear @SouthwestAir - I know I'm fat, but was Captain Leysath really justified in throwing me off a flight for which I was already seated? Wanna tell me I'm too wide for the sky? Totally cool. But fair warning, folks: IF YOU LOOK LIKE ME, YOU MAY BE EJECTED FROM @SOUTHWESTAIR.Via @byrneification "save the anger for SModcast" Believe it, Son. @SouthwestAir? You fu@#$ with the wrong sedentary processed-foods eater! SouthwestAir did respond
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- 52. FacebookFacebook: a widespreadcommunity of almost 500 million users consisting of students and adults. More robust than Twitter, Facebook allows users to share numerous forms of media and messages on each other’s profile pages to communicate and interact
- 53. New Horizons onFacebook
- 54. What is Facebook?Theworld’s largest social networkOver 500 million usersFounded in February 2004Initially a network for just colleges nationwide, slowly opened to everyone with an e-mail addressA network where friends, family, colleagues and now businesses can connect witheach other and share messages, linksand various forms of media
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- 56. Difference Between aFacebook Profile and a Facebook PageFacebook ProfilesFor people to communicate with friends & familyA business or product should NOT open a FB profileAdd friends and share status updates, pictures and videos
- 57. Difference Between aFacebook Profile and a Facebook PageFacebook PagesBuilt for businesses, brands, products & celebritiesUsers become ‘fans’ of a Facebook PageShare status updates, images, videos & discussionsAble to track specific metricsFans, page views,age, gender, location,language
- 58. Anatomy of aFacebook PageBecoming a fan
- 59. Anatomy of aFacebook PageTop navigationWall | Info | Boxes | Notes| Blog
- 60. Anatomy of aFacebook PageThe WallFans can write on the wall, allowing companies to understand what a fan is thinking via the “Like” and “Comments” features
- 61. Anatomy of aFacebook PageCompany Information
- 62. Anatomy of aFacebook PageLeft sidebar: Fans, Photos and Links
- 63. Who’s on FacebookPages?Big-name corporations
- 64. Who’s on FacebookPages?Big-name corporations
- 65. Who’s on FacebookPages?Celebrities
- 66. How Can APage Help Your Business?Attract new prospectsPopularity of the platform will draw in new people from an untapped community to the your brandCommunicate business informationInformation usually found on static web pages are now found on growing, dynamic platformsBusiness addresses/contact infoEvent announcements/RSVPsProduct/news releases
- 67. How Can APage Help Your Business?Search and SEO benefitsPages are publicThus indexed by search engines and bettering the chance search results pick up your Company’s website/sLinksSince pages are public, so are links included within fan page profiles
- 68. How Can APage Help Your Business?Choose landing pageYou can set where users go when first clicking to your fan pageAbility to promote & target a product/feature launch or a specific brand promotion or dealIntegrationYou can import your blog content, videos & images, and other relevant informationHelp generate website traffic and activity
- 69. 10 Tips toGet the Most Out of Facebook1 – Content: always create fresh, thought-provoking content for your fans - while encouraging them to share thoughts & ideas2 – Engage: always interact with and respondto your fans when they reach out to you3 – Picture/Bio: add an eye-catching picture and appealing bio that grabs new users attention
- 70. 10 Tips toGet the Most Out of Facebook4 – Connect: and network with prospects that may be interested in your product/service. Find & engage with them in related groups/pages on Facebook5 – Landing Page: set your Fan Page to a specific tab that potential fans will see. Customize it to include media and exclusive info just for Facebook users
- 71. 10 Tips toGet the Most Out of Facebook6 – Aggregate: import content (blogs) and media (YouTube, Flickr) to give fans more resources.7 – Share-ability: make it easy for fans to share content and media posted.8 – Integrate: Facebook isn’t a one stop shop. Make it a part of the business and integrate within the website and other materials. Make it be known to clients & audience of your Page and the benefits of becoming a fan
- 72. 10 Tips toGet the Most Out of Facebook9 – Exclusivity: build content, special drawings & contests, tips, videos, etc – all exclusive to only your Facebook fans10 – Be Yourself: be open and inviting to fans, welcoming them, and thinking of them more than just another number
- 73. How are companiesalready using Facebook Pages?Microsoft: www.facebook.com/windowsInformational portal open to all fans
- 74. How are companiesalready using Facebook Pages?Promoting new Windows 7Offering student discounts (targeted FB demographic)
- 75. How are companiesalready using Facebook Pages?Incentive to become a fan
- 76. How are companiesalready using Facebook Pages?Acknowledges fan base
- 77. How are companiesalready using Facebook Pages?Offerings, tips and support
- 78. How are companiesalready using Facebook Pages?Integration
- 79. Social Media forBusiness CoursesIntroduction to Social Media for businessLinkedIn TrainingTwitterBlogging12th April, 10th May, 14th June, 13th July12th April, 10th May, 14th June, 13th July13th April, 11th May, 15th June, 14th July13th April, 11th May, 15th June, 14th July