This presentation was given at Vistaprint's town hall-style 21st Century Marketing event for local micro businesses in conjunction with the Lexington Chamber of Commerce on January 20, 1011.

1. A crash course in Social Media Jeff Esposito

2. Agenda 1/10/2011 2 What is Social Media? Getting started Facebook personal vs. fan page What the @#&* is Twitter? Hidden gem for storefronts

3. What is Social Media? 1/10/2011 3

4. Social Media = Engagement 1/10/2011 4 Social Media is an engagement tool. Participants exchange mutually beneficial information via online conversations to enhance their relationships. Direct engagement from brands has shown increase in trust from consumers. 14% of consumers trust ads, 78% trust consumer recommendations (Socialnomics)

6. Focus on building a tighter integration between Dell.com, Support.Dell.com, our Dell Community sites with our presence in social networks- Dell social media strategy, December 2009 "It's no longer an era of business as usual. Executives and entrepreneurs must embrace new media in order to not only compete for the future, but for mind share, market share, and, ultimately, relevance.” —Mark Cuban, owner, Dallas Mavericks; investor; entrepreneur; and Chairman, HDNet

7. Common Myths & Misconceptions Social Media requires people time and cannot be automated Social Media requires time and effort to engage with customers Social Media is another tool for marketers and is not a silver bullet replacing traditional mediums There is a conversation going on about your brand with or without your participation We have both positive and negative experiences mentioned on the social Web Social Media is Free Social Media is easy Social Media can replace traditional routes Companies can control what is being said Your customers universally love you 1/10/2011 6 Perception Reality

8. Getting Started 1/10/2011 7

9. Do your homework 1/10/2011 8 Social media is NOTfor everyone Determine if there is an audience for you Locate your customer’s top platform Listen to what is being said about company/industry Evaluate risks vs. rewards Set engagement strategy

10. What’s in a name? 1/10/2011 9 You want to be found easily by customers and leads Try to select your company name If unavailable select something close & easy to remember Example – Twitter.com/JeffEsposito was taken so I went with JeffEspo

11. Keys to Success Identify key networks Don’t try to do it all at once Master one network before adding another to the arsenal Engage customers to increase brand awareness This engagement is with both positive and negative people Conversation first, sales second Set goals 1/10/2011 10

12. Rules of Engagement Listen before acting Identify who you are Always be truthful Be professional Show sincerity Care about the customers Clearly state hours page/account is monitored Never belittle customers Don’t engage the irrational Admit if you’ve made a mistake or misspoke Take the good with the bad Don’t take anything personally You are responding as the company not yourself 1/10/2011 11

13. Facebook – Personal vs. Business 1/10/2011 12

14. Facebook 1/10/2011 13

15. Why create a fan page? Allows you to market to fans You get metrics to see how things are going Facebook offers widgets to drive people to page from your site 1/10/2011 14

16. So what the @#&* is Twitter? 1/10/2011 15

17. Twitter is… 1/10/2011 16 140 character communications Real-time information channel Portal into consumer consciousness Effective conversational tool Effective business tool 95M Tweets per day

18. How does this help me? 1/10/2011 17

19. How many of you have a storefront? 1/10/2011 18

20. Checking in for rewards 1/10/2011 19 Other Services:

21. 1/10/2011 20