How to use social media to build your business

1. Growing your business with
Social Media
Aidan Reilly
Social Media Consultant
BrightwayOnline.ie

2. Growing Your Business with Social Media
• What is Social Media?????
• Social Media Channels – Blogs, Facebook,
Twitter, etc
• Social Media Tools – Dashboards, Feeds
• How can social media help my business?
• Social Media Planning.
• Measure results (ROI)

3. What do you think of when you
hear ‘Social Media’?

4. Social Media – Any
online technology or
practice that people
use to share content,
opinions, insights,
experiences,
perspectives and
media.

5. Social Media is…
Sharing Engaging
Conversing Interacting
Networking
Communicating
..Building Relationships

6. Social Media Channels
Where are YOUR customers?

7. Social Media Channels &Tools
• Blogs, Podcasts, Vlogs
• Facebook
• Twitter
• LinkedIn
• Youtube
• Minor sites
• Social Bookmarks
• Dashboards
• Tools (RSS, Apps)

8. Blogging
• A weblog, or blog, is ideal for
getting the word out about your
business.
• Wordpress, Blogger
• Search engines love them
• Your blog can grow with your
business
• Can be optimized for SEO
• Simple to set up and maintain
• Can serve for as the hub for
your marketing efforts

9. Podcast, vlogs
• Podcasts
– Internet radio broadcast
– Getting started is simple
– Capture the excitement of live
events
– Podcast where ever you are.
• Vlogs
– Promote a product, service or
even yourself
– Educational videos for
customers
– Use best audio and video you
can afford
– Use Youtube to store vlogs

10. Facebook
• >800 million active users.
• 1.94 million Irish users.
• 900 new profiles each day.
• Average Irish user spends
4hrs 10mins/month.
• Average user has 130
friends and has connected
to 80 pages.
• 77% of consumers interact
with brands on Facebook.

11. Facebook for Business
• Free resource for communicating with
individuals and groups
• Sign up as individual
• Share messages, pictures, video,etc
• ‘Like’ business pages
• Set up your own business page

12. Facebook Personal Page
• Friends must be approved
• Standard page open to only friends you approve
• Send message privately or publicly.
• Chat online
• Comment on walls of your friends
• Friends can comment on your wall.
• Customize your page

13. Facebook Business Page
• Promote your business or products
• Company info, mission statement, product
info, etc
• Any user can ‘like’ your page.
• You cannot see the profile of people who
‘like’ your page
• Users can see what friends ‘liked’ your
page
• You can assign administrator privileges

14. Facebook Users
• 13 – 15 years of age = 7%
• 16 – 17 years of age = 6%
• 18 – 24 years of age = 24%
• 25 – 34 years of age = 31%
• 35 – 44 years of age = 17%
• 45 – 54 years of age = 8%
• 55 – 64 years of age = 3%
• 65+ years of age = 2%

15. Facebook Wall
• Resembles a blog
• Post frequently to keep friends and people
who ‘like’ your page
• Useful info, not blatant advertising
• Add photos, videos, polls

16. Advertising on Facebook
• Creat Ad
• Allocate spend
• > spend = > visibility
• Target by location,
demographic,
interests, Facebook
connections
• Pay per impression,
pay per click

17. Facebook Group
• Find a niche
• Create a group for that niche
• Post interesting material
• People who are interested in topic can join.
• Powerful tool to attract users to business page
• Members don’t have to ‘like’ your page

18. Facebook Event
• Announce an event on your group or
business page.
• Internet event – webinar
• Live event – trade show, speech,
demonstration
• Invite friends
• Great for promotion

19. Twitter
• 100 million active
users.
• 385,000 Irish Twitter
accounts.
• 34% of marketers have
generated leads using
Twitter and 20% have
closed deals.

20. Twitter
• Simple concept – say what’s on your mind in no
more than 140 characters
• People follow your messages (tweets)
• Tweets are visible to your followers and people
who search for a specific topic you tweeted about.
• Only direct messages are private.
• Send message from anywhere with internet access

21. Twitter for business
• Tweet content that people want to read.
• Potential clients will follow you
• Followers retweet your posts to their
followers.
• These people become your followers
• Followers can become customers

22. Twitter features
• Hashtag (#) draws attention to specific
words in tweet.
• Reply to sender is seen by senders
followers.
• Retweet interesting posts to your followers
• Direct message for privacy
• #followfriday

23. Twitter users
• 3 – 12 years of age = 4%
• 13 – 17 years of age = 13%
• 18 – 34 years of age = 45%
• 35 – 49 years of age = 24%
• 50+ years of age = 14%

24. LinkedIn
• 100 Million users.
• >470,000 Irish profiles.
• Ireland still has the 2nd
highest penetration of
LinkedIn users in the
world.
• The average user is aged
35 – 44, living in Dublin
and AB social class. Just
2% of unemployed on
LinkedIn.

25. LinkedIn, the business network
• Designed for B2B connections
• Network with professionals in your industry
• Touch base with consumers
• Build a powerful network
• Get introductions

26. LinkedIn Personal Page
• Create a personal profile similar to a
resume.
• Add a picture, create a bio, link to website
• Expand your reach by getting connected
• Demonstrate your expertise by getting
recommended by people who have used
your services.
• Create or join groups

27. LinkedIn Users
• 13 – 17 years of age = 4%
• 18 – 34 years of age = 27%
• 35 – 49 years of age = 37%
• 50+ years of age = 31%
• rates highest of all social media sites
among US sales professionals for
generating leads and building brand
awareness

28. LinkedIn Features
• Company Page
• LinkedIn Groups
• Discussions
• Recruitment
• Asking & Answering questions
• Follow a company

29. YouTube
• 2nd most popular search
engine
• >490 million users.
• In 2010, Youtube had 1.3
million regular Irish users.
• Video is 53 times more
likely to appear on 1st page
Google search.
• 60% of all traffic on the
mobile web is video
traffic.

30. Minor Sites
• Google+
• Tumblr – micro-
blogging
• MySpace – music,
bands
• Flickr – photographs
• Slideshare.net –
powerpoint, PDF.
• Foursquare

31. Social Bookmarks
• Stumbleupon
• Digg
• Reddit
• Pinterest
• Buzzfeed
• Delicious
• Tweetmeme

32. Dashboards
• Ping.fm
• Tweetchat – follow #
• Hootsuite
• Tweetdeck
• Seesmic
• RSS (Feedburner)

33. Social Media Marketing
Social media marketing
allows businesses to
build online
relationships and to
connect and interact
on a much more
personalized and
dynamic level.

34. Lets look at the figures…
• Only 14% of people trust advertisements.
• 78% of people trust the recommendations of
other consumers (Nielsen Trust in Advertising report 2007)
• 51% of Irish consumers write about products
on social media.
• 44% post for advice.
• 15% post to praise
• 12% post to complain
• Source: TNS digital Life Study (January 2012)

35. Building online relationships
• Requires the long view
BE A GOOD
• Establish your expertise
• Participate regularly as a
CITIZEN
‘good citizen’. BE A HELPFUL PERSON
• Avoid overt self- BE A FRIENDLY
PERSON
promotion
BE A KIND PERSON
• Sell softly
BE A PERSON WHO
• Provide value with links, ACHIEVES ALL
resources, and unbiased THIS, AND YOU
information WILL BE VALUED.

36. Improving Business Processes
• Promptly detect and correct
customer problems
• Obtain customer feedback on new
products or changes
• Provide support to many people at
one time
• Improve service delivery
• Locate qualified vendors, service
providers and employees
• Collect critical market intelligence
on your industry and competitors
• Use geolocation services to drive
local traffic

37. Other benefits
• Improve Search Engine
ranking
• Save money on
advertising
• Selling when opportunity
arises
– Sell CDS and Event tickets
– Include a link to your
website
– Offer promotional codes
and special offers
– Include sign-up options for
your newsletter

38. Social Media Marketing Plan
• Establish Goals
– Attract customers
– Build Brand
– Establish your expertise
– Improve business processes
– Improve Search Engine Rankings
– Save money on advertising
• Set quantifiable objectives
• Identify target markets and where they are
• Estimate costs
• Value Return on Investment

39. Measure Results
• Measure results online
and offline
• Google Analytics
• Facebook and Twitter
analytics
• Measure against goals
and objectives