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Objectives
The Power of Social Media
Who is Driving Social Media?
The Big Picture of Social Media
Top Social Media Tools
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The Power of Social Media
Three in four online
women are actively
using blogs, message
boards and social
networks on a daily
basis
Source:
2010 Social Media Matters Study
Conducted by BlogHer and iVillage
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The Power of Social Media
Twitter is seeing 50
million tweets per
day
An average of 600
tweets per second
Source:
http://blog.twitter.com/2010/02/
measuring-tweets.html
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The Power of Social Media
80.1% of businesses
plan on increasing
their Facebook
efforts this year,
while 85.4% of large
businesses also plan
the same
Source:
2010 Social Media Marketing
Industry Report
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Who is Driving Social Media?
“Our head of social
media is the
customer.”
–McDonald’s
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What is Social Media?
“Social Media is about sociology and
psychology more than technology.”
–Brian Solis, Principal of FutureWorks
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What is Social Media?
It is about Connecting with your
audience
It is about Listening to what they are
saying so that you can provide tips,
advice, and solutions
It is about building Relationships with
your audience, colleagues, business
partners, suppliers, providers
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Strategic Approach to Social Media
LISTEN to what your customer wants,
likes or dislikes, and observe how you
can meet those demands
ENGAGE in conversations with your
target audience and be resourceful
PARTICIPATE in building relationships
with your current and future
customers
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Web 1.0 vs. Web 2.0 design
Web 1.0
You have little/no control of your
website
Costly to make changes/updates
Web 2.0 (CMS systems)
Built with interaction in mind
Give you the control to manage your
website content (articles, photos, video, etc.)
Content Management Systems (CMS)
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Content Management Systems (CMS)
Open source systems
Free; for its users by its users; access to
source code for enhancements
You have total control to manage the
content of your website
Blog component built-in
Examples
WordPress, MovableType, Joomla, Drupal,
Mamboo…etc.
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Web 2.0 Websites and Blogs
Are powerful because they:
Are dynamic and interactive
Are quick to build and easy to manage
Give you full control to manage your
website content
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Web 2.0 Websites and Blogs
Are powerful because they:
Are loved by popular Search Engines
like Google
Help improve your rankings and SEO
Become the permanent base of
information for your audience
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Search Engine Optimization (SEO)
Post content relevant to keyword
searches for higher indexing
Score higher on organic search
results
Be easily found by customers
searching for your product/service
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SEO – Example of “organic” search
Organic
Search
Results
Paid
Searches
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The Big Picture: Your Blog
Establish your Blog as the permanent
base of information for your audience
Allow for comments on your blog
posts (will be positive and negative)
Reply to ALL comments
Maintain your professionalism when
responding to negative feedback
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The Big Picture: Twitter
Excellent branding and customer
relationship management tool
Use it to build relationships with
people that can benefit your company
Announce events, specials
Reply to comments/concerns/praise
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The Big Picture: Facebook
Excellent branding and customer
relationship management tool
Fans can comment or “like”
Allows for more flexibility to post
events, video, photos, special deals
Setup your personal account and fan
page for business
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The Big Picture: LinkedIn
Your online profile and connection
tool with other professionals
Give and get recommendations
Tweet from within LinkedIn
Display your WordPress latest blogs
Use “LinkedIn Answers”
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The Big Picture: LinkedIn
Complete your profile
100%
Request
recommendations
Include your websites
and Twitter links
Assign your name for a
direct link to your
profile
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The Big Picture: LinkedIn
Tweet from
LinkeIn
Share your
tweets with
your LinkedIn
network
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The Big Picture: LinkedIn
Notice SEO
Strategy
In my
“tagline”
Enrich your
tagline with
relevant
keywords
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The Big Picture: LinkedIn
Use “LinkedIn
Answers” to get
feedback, tips,
opinions
Participate in
answering questions
to showcase your
expertise
A good way to do
surveys and get
help or feedback
from your network
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The Big Picture: LinkedIn
You will be
surprised to get
feedback from
people outside
your network
Don’t forget to
reply with a
“thank you”
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Planning your Social Media Strategy
“Social media is just a buzzword until
you come up with a plan.”
–Unknown
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Social media requires:
Commitment
Consistency
Customer service skills
People skills
Maintenance
Planning
Planning your Social Media Strategy
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Question #1
What do you hope to gain from your
social media presence?
Identify objectives
Set specific goals
Planning your Social Media Strategy
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Question #2
Do you know how your customers
want to engage with you?
Find out by researching your audience
Use methods that resonate with your audience
Which communities should you join – Twitter,
Facebook, other?
Planning your Social Media Strategy
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Question #3
Which existing staff members are
best qualified to support the effort?
Initiate the conversation with your audience?
Engage in conversation and provide tips,
advice, solutions to questions/comments?
Educate your current and future customers
about your products/services?
Generate enthusiasm about your what you
offer your target market?
Planning your Social Media Strategy
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Question #4
How much will you budget for the
effort?
Interactive tools are free to use
But they require time and energy
In business time = money
Prepare for expenses to maximize the use of
social media marketing tools
If properly planned, you can enjoy great
savings
Planning your Social Media Strategy
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Question #5
What is your plan for integration?
Complement your current marketing program
Be consistent across all platforms
How will your current public relations and
marketing programs be involved with your
social media efforts
Maintain programs in sync
Planning your Social Media Strategy
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Question #6
How will you measure your success or
failure?
Increase in number of followers/fans?
Increase in website traffic?
Positive/increased feedback?
Referrals?
Revenue growth?
Mentions on other sites?
Planning your Social Media Strategy
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Question #7
If you Google your name or company
name right now, would you be happy
with the results?
Do you have a blog?
Is your LinkedIn profile 100% complete?
Do you have your Facebook personal page and
Fan Page and are you engaged?
Do you have your Twitter account?
Do you have your Google Profile complete?
Planning your Social Media Strategy
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Social Media Benefits
Greater exposure
Increased traffic to your website
New business relationships
Raised search rankings
Qualified leads
Increased business
Reduced marketing expenses
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Services
Consulting Services
Social Media Management
Social Media Coaching
Social Media Employee Training
Web Solutions
SEO
Pay-per-click
Web Design
Social Media Integration
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