Social Media for Business was a presentation given to the NAPW Westchester Chapter on June 20, 2013. It covers how social media is changing the business world and what you can do to evolve with it.
3. What is
Social Media?
Officially, social media is an “umbrella term
that defines the various activities that integrate
technology, social interaction, and the
construction of words, pictures, videos and
audio.”
-Wikipedia
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6. How popular
is
Socialmedia?
1 There were 1.43 billion social network users in 2012
(a 19.2 increase over 2011 figures)
A few figures from Pew Internet’s December 2012:
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7. How popular
is
Socialmedia?
1
2
There were 1.43 billion social network users in 2012
(a 19.2 increase over 2011 figures)
A few figures from Pew Internet’s December 2012:
Wednesday, June 26, 13
8. How popular
is
Socialmedia?
1
2
There were 1.43 billion social network users in 2012
(a 19.2 increase over 2011 figures)
A few figures from Pew Internet’s December 2012:
65% of Internet users in the US used social
networking sites (a 4% increase from 2011)
Wednesday, June 26, 13
9. How popular
is
Socialmedia?
1
2
3
There were 1.43 billion social network users in 2012
(a 19.2 increase over 2011 figures)
A few figures from Pew Internet’s December 2012:
65% of Internet users in the US used social
networking sites (a 4% increase from 2011)
Wednesday, June 26, 13
10. How popular
is
Socialmedia?
1
2
3
There were 1.43 billion social network users in 2012
(a 19.2 increase over 2011 figures)
A few figures from Pew Internet’s December 2012:
65% of Internet users in the US used social
networking sites (a 4% increase from 2011)
61% of adults under 30 reported that they used a
social networking site at least once per day
Wednesday, June 26, 13
11. How popular
is
Socialmedia?
1
2
3
There were 1.43 billion social network users in 2012
(a 19.2 increase over 2011 figures)
What does this all mean?
A few figures from Pew Internet’s December 2012:
65% of Internet users in the US used social
networking sites (a 4% increase from 2011)
61% of adults under 30 reported that they used a
social networking site at least once per day
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34. of social media users believe that a
company should go further than just
having a presence...
Theyshouldbeinteractingwiththeircustomers
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35. of social media users believe that a
company should go further than just
having a presence...
85%
Theyshouldbeinteractingwiththeircustomers
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42. Marketing simply meant advertising (and branding)1
The old rules of marketing...
Wednesday, June 26, 13
43. Marketing simply meant advertising (and branding)1
2
The old rules of marketing...
Wednesday, June 26, 13
44. Marketing simply meant advertising (and branding)1
2 Advertising was one way: company-to-consumer
The old rules of marketing...
Wednesday, June 26, 13
45. Marketing simply meant advertising (and branding)1
2
3
Advertising was one way: company-to-consumer
The old rules of marketing...
Wednesday, June 26, 13
46. Marketing simply meant advertising (and branding)1
2
3
Advertising was one way: company-to-consumer
Advertising was exclusively about selling products
The old rules of marketing...
Wednesday, June 26, 13
47. Marketing simply meant advertising (and branding)1
2
3
4
Advertising was one way: company-to-consumer
Advertising was exclusively about selling products
The old rules of marketing...
Wednesday, June 26, 13
48. Marketing simply meant advertising (and branding)1
2
3
4
Advertising was one way: company-to-consumer
You needed to have a huge budget
Advertising was exclusively about selling products
The old rules of marketing...
Wednesday, June 26, 13
49. Marketing simply meant advertising (and branding)1
2
3
4
Advertising was one way: company-to-consumer
You needed to have a huge budget
Advertising was exclusively about selling products
The old rules of marketing...
5
Wednesday, June 26, 13
50. Marketing simply meant advertising (and branding)1
2
3
4
Advertising was one way: company-to-consumer
You needed to have a huge budget
Advertising relied on interrupting people to get them to pay attention to a
message
Advertising was exclusively about selling products
The old rules of marketing...
5
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53. Marketing is now morethanjustadvertising1
The NEWrules of marketing...
Wednesday, June 26, 13
54. Marketing is now morethanjustadvertising1
2
The NEWrules of marketing...
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55. Marketing is now morethanjustadvertising1
2
The NEWrules of marketing...
People want authenticity, not “spin”
Wednesday, June 26, 13
56. Marketing is now morethanjustadvertising1
2
3
The NEWrules of marketing...
People want authenticity, not “spin”
Wednesday, June 26, 13
57. Marketing is now morethanjustadvertising1
2
3 People want paRTICIPATION, not propaganda
The NEWrules of marketing...
People want authenticity, not “spin”
Wednesday, June 26, 13
58. Marketing is now morethanjustadvertising1
2
3
4
People want paRTICIPATION, not propaganda
The NEWrules of marketing...
People want authenticity, not “spin”
Wednesday, June 26, 13
59. Marketing is now morethanjustadvertising1
2
3
4 The biggest cost is an internetconnection
People want paRTICIPATION, not propaganda
The NEWrules of marketing...
People want authenticity, not “spin”
Wednesday, June 26, 13
60. Marketing is now morethanjustadvertising1
2
3
4 The biggest cost is an internetconnection
People want paRTICIPATION, not propaganda
The NEWrules of marketing...
5
People want authenticity, not “spin”
Wednesday, June 26, 13
61. Marketing is now morethanjustadvertising1
2
3
4 The biggest cost is an internetconnection
Instead of causing one-way interruption, marketing is about
havingcontentready for when your audience needs it most
People want paRTICIPATION, not propaganda
The NEWrules of marketing...
5
People want authenticity, not “spin”
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75. FIRST
STEPS:
Define your social media strategy1
2 Stop thinking “campaigns”, Start thinking “conversations”
And remember...
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76. FIRST
STEPS:
Define your social media strategy1
2
3
Stop thinking “campaigns”, Start thinking “conversations”
And remember...
Wednesday, June 26, 13
77. FIRST
STEPS:
Define your social media strategy1
2
3 LISTEN + ENGAGE + MEASURE
Stop thinking “campaigns”, Start thinking “conversations”
And remember...
Wednesday, June 26, 13
78. FIRST
STEPS:
Define your social media strategy1
2
3
4
LISTEN + ENGAGE + MEASURE
Stop thinking “campaigns”, Start thinking “conversations”
And remember...
Wednesday, June 26, 13
79. FIRST
STEPS:
Define your social media strategy1
2
3
4
LISTEN + ENGAGE + MEASURE
Stop thinking “campaigns”, Start thinking “conversations”
And remember...
Ask for help if you need it
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85. SOCIAL MEDIA ISN’TTHEANSWERTOEVERYTHING...
It’s not the silver bullet...
It’s not your “Hail-Mary” pass...
Sell a product no one wants
Deliver RESULTS overnight
Guarantee Sales
Be used forshort-term PROJECTS
It cannot:
Wednesday, June 26, 13
86. SOCIAL MEDIA ISN’TTHEANSWERTOEVERYTHING...
But...
It’s not the silver bullet...
It’s not your “Hail-Mary” pass...
Sell a product no one wants
Deliver RESULTS overnight
Guarantee Sales
Be used forshort-term PROJECTS
It cannot:
Wednesday, June 26, 13
92. socialmediacanhelpwithyourcustomerservice
Instant response to questions/
concerns
Easier to receive and organize
customer feedback
Faster and cost-effective
Gather information on
customer-sentiment
Ability to resolve customer issues
before they spread...
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97. socialmediacanhelp
with REpeatbusiness
Build relationships and loyalty
A great first experience means a possible
positive tweet or Facebook reaction
Engage with customers outside of
the physical store
Use social for contests, special offers or coupons
that will encourage repeat business
Wednesday, June 26, 13
98. socialmediacanhelp
with REpeatbusiness
Build relationships and loyalty
A great first experience means a possible
positive tweet or Facebook reaction
Engage with customers outside of
the physical store
Use social for contests, special offers or coupons
that will encourage repeat business
Customer Follow-Up
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100. Create buzz around your brand
socialmediacanhelp
with WORD OF MOUTH
Wednesday, June 26, 13
101. Create buzz around your brand
Current customers can spread the word
about your business to their friends
socialmediacanhelp
with WORD OF MOUTH
Wednesday, June 26, 13
102. Create buzz around your brand
Current customers can spread the word
about your business to their friends
Allows new customers to find you on
social platforms & Google
socialmediacanhelp
with WORD OF MOUTH
Wednesday, June 26, 13
103. Create buzz around your brand
Current customers can spread the word
about your business to their friends
Allows new customers to find you on
social platforms & Google
Demonstrate the type of company you are
(your brand) instead of just plugging products
socialmediacanhelp
with WORD OF MOUTH
Wednesday, June 26, 13
104. Create buzz around your brand
Current customers can spread the word
about your business to their friends
Allows new customers to find you on
social platforms & Google
Demonstrate the type of company you are
(your brand) instead of just plugging products
socialmediacanhelp
with WORD OF MOUTH Helps to build your SEO
(important for Google!)
Wednesday, June 26, 13
112. Enjoyed What You Heard? RECOMMEND ME ON LINKEDIN: LINKEDIN.COM/CRISTINGROGAN
Wednesday, June 26, 13
113. Enjoyed What You Heard? RECOMMEND ME ON LINKEDIN: LINKEDIN.COM/CRISTINGROGAN
Speaking next: June27,2013 MAILING LIST!
Wednesday, June 26, 13
114. Thank you!
Enjoyed What You Heard? RECOMMEND ME ON LINKEDIN: LINKEDIN.COM/CRISTINGROGAN
Speaking next: June27,2013 MAILING LIST!
Wednesday, June 26, 13
115. Thank you! Cristin Grogan
www.cristingrogan.com
Twitter: @cristin
EMAIL:
cg@cristingrogan.com
Enjoyed What You Heard? RECOMMEND ME ON LINKEDIN: LINKEDIN.COM/CRISTINGROGAN
Speaking next: June27,2013 MAILING LIST!
Wednesday, June 26, 13