Social media is a hot topic for businesses and individuals alike—but what does it really mean for business? Do you need a strategy for social media, and if so, what does that mean? In this session, you’ll learn how to build a social media strategy, get an overview of major social media platforms and their primary uses, and understand the risks and benefits of participating. Case studies of successful business social media implementations round out the session, bringing to life how social media can effect change for the better and truly build your business.

1. Social Media for Business
Sanger & Eby
New Horizons Computer Learning Centers
28 April 2011

2. About Sanger & Eby
• Strategic Design and Technology Firm Focused on Specialized
Business Communications
• Services Include:
– Strategic planning and research
– Social media strategy and execution
– User experience planning
– Print and interactive design
– Interactive and multi-channel marketing
– Content development
– Search marketing (SEO & SEM)
– Website development
– Custom business and web applications
– Mobile applications
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3. Sanger & Eby Fast Facts
• Founded in 1988 by Lisa Sanger & Donna Eby
• Certified Women’s Business Enterprise (WBE)
• Staff of 21 Employees
• All Strategy, Design, and Programming Done In-House
• 15 Years Experience Creating Websites
• 700+ Sites Designed and Developed
• 95% Client Retention Rate Year Over Year
• Clients include:
– Macy’s
– Fifth Third Bank
– Luxottica
– RotoRooter
– Crayons to Computers
– Children’s Hospital
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4. Why Social Media for Business?
“Emerging platforms for online collaboration are
fundamentally changing the way we work,
offering new ways to engage with customers,
colleagues, and the world at large.
It’s a new model for interaction and we believe
social computing can help you build stronger,
more successful business relationships.
And it’s a way for you to take part in global
conversations related to the work we are doing
and the things we care about.”
-Intel Social Media Guidelines
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5. Some Key Statistics
• To get information about a company, users:
– 62% visit company social media profile pages
– 55% visit company blogs
– 55% conduct info searches on social media sites
– 29% use Twitter to find or request company info
• 500 billion online word-of-mouth impressions created to date
• US Internet users spend 25% of online time using social media
• Global Internet users spent more hours per week with social media
than any other online activity
• 18% of new content found online is found through social media
• 73% of companies report using social media tools for marketing
purposes
• 25% of social media users are more likely to find out about brands
that advertise on social media sites
• 15% of social media users are more inclined to buy from brands that
advertise in social media
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6. The Social Media Conversation
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7. Business and Social Media
• People are talking about your brand online
• Engage and own it—or you might not like the results!
• Customers and clients expect businesses to interact
• Business reputations can hinge on how they respond to
comments criticizing products or services
• Search engines indexing social media (visibility)
• Businesses and consumers are searching social media as
part of the buying cycle
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8. Business Benefits of Social Media
• Connect with target audiences: share your point of view!
• Get instant feedback: see what’s being said about your
brand and messaging
• Engage with your target
– Build awareness
– Increase customer satisfaction
– Build stronger relationships with your target
– Highlight product and service improvements
– Create passionate advocates
– Drive sales
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9. The Key to Success in Social Media
Strategy
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10. Social Media Strategy
• Well-defined, clearly articulated, and broadly shared internally
• Clear objectives
• Executed consistently, well, and often
• It’s a commitment, not a campaign
• Adapt the message to the medium
– Platform-specific content
– Engagement strategy
– Most businesses aren’t social even if they’re on social media—
because they only talk about themselves
• Know your success metrics
• Measure results
• Adapt based on learnings
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11. Measurement & Analytics: Quantitative
• Set benchmarks
• Number of fans and followers
• Comments, mentions, retweets, forwards
• Ratio of positive to negative comments
• Monitor website traffic and its sources
• Length of time on site
• Response to special offers
• Measure changes in lead generation and sales
• Eyeballs/traffic
• Costs
• Influence
• Engagement
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12. Measure and Track Investment
• Costs
– Investment of time
– Investment of staff resources (monitor & engage)
– Investment in partners and vendors
– Cost savings through lower media buys, job board spend, etc.
• Influence
– How far is your information getting?
• Retweets. Forwards. Mentions.
– How often does content get repurposed?
– Does it support your intended direction?
• Engagement
– How many people join a discussion?
– Ratio of positive to negative comments
– Likes, retweets, forwards
– Length of time on site
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13. Social Media Platforms for Business
• LinkedIn
• Twitter
• Facebook
• YouTube
• Geo-Location Services
• Social Bookmarks
• Flickr
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14. LinkedIn
• World’s largest professional networking site
• 100 million users
• 2 million company pages
• Members in 200 countries
• Members from all Fortune 500 companies
• Executives from all Fortune 500 companies
• Affluent & influential membership
• 1 million new members per week (1 per second)
• 2 billion people searches in 2010
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15. How to Leverage LinkedIn for Business
• Review and edit your company profile
• Build your individual network
– Connect to existing contacts
– Connect with new contacts as you interact with them
– Connect within your industry
– Connect within your field
• Leverage search
– Use strategic keywords in your profile
• Participate in LinkedIn Answers
• Join LinkedIn Groups (or start your own group!)
• Start and maintain conversations in Groups
• Use your status updates (“I’m hiring…” “We have a new…”)
• Use InMail (premium account feature)
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16. Twitter
• Micro-blogging concept: 140 character limit
• Powerful, realtime communications
• Messages are called “Tweets”
• Tweets are public (but can be protected)
– Seen by “followers” (similar to subscribers)
– Seen in the public Twitter feed
• You decide what messages to receive by “following” others
• Growing, but hasn’t yet hit its stride
• 87% awareness in 2010 (up from 5% in 2008)
• 165 million users
• 95 million tweets per day (250% increase)
• 51% of Twitter users follow brands
– 3x higher than for other social media platforms
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17. How to Leverage Twitter for Business
• Tweet news and information
• Share ideas and perspective
• Post jobs
• Post relevant articles
• Participate in conversations
• Mention other users (@Macys_Exec_Jobs)
• Retweet relevant tweets
• Ask and respond to questions
• Make sure you READ THE FEED
• Don’t “Overtweet”
• Use hashtags
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18. Twitter Hashtags & Mentions
• Convention for adding context & searchability to Tweets
• Allows Tweets to be tracked and grouped
• Helps followers understand & categorize
• Users can “follow” hashtags
• Extends beyond followers to new audience
• Create a hashtag by adding the # symbol
• Place in front of keywords in a tweet, e.g., #socialmedia
• Use with main topics & strategic keywords
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19. Facebook
• World’s largest social network
• 640 million users
• Average user connects to 80 pages, groups, events
• Average user has 130 friends
• 50% of users log in daily
• 700 billion minutes per month of usage time
• More than 30 billion pieces of content shared each month
• 2.5 million websites have integrated with Facebook
• 10,000 new websites integrate with Facebook every day
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20. How to Leverage Facebook for Business
• Create a Fan Page (not a profile page)
• Use a memorable title (cannot be changed)
• Build your business profile
– Images, description, likes
• Encourage community engagement
– Post information, news, special offers
– Ask questions and respond to comments
• Run Facebook-only promotions
• Be mindful and add value (don’t overpost)
• Users view as personal rather than professional
• Best for business to consumer marketing
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21. YouTube
• 490 million users worldwide
• 2 billion video views per day
• 2.9 billion user hours per month
• Second largest search engine
• 20 billion searches per month
• 51% visit the site weekly
• 24 hours of video uploaded each minute
• Users spend 15 minutes per day
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22. How to Leverage YouTube for Business
• Establish a channel for your business
• Marketing and promotional videos
• Video of company events
• Training and education videos
• Host videos for other platforms, e.g., LinkedIn, Facebook
• Increases inbound links to your site (search benefit)
• Increases credibility and engagement
• Keeps content fresh
• Encourages users to connect, reconnect, share
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23. Geo Location-Based Tools for Business
• Geo-location-based “check-in” tools
– FourSquare, GoWalla
– Used by 4% of mobile users
• Users announce location to their network
– I’m at New Horizons Cincinnati
• Businesses offer deals or online rewards for “check-ins”
• Location-aware application-based tools
– Shopping, Store Locators, Weather
– Used by 50% of mobile users
– More value-add for business and users alike
• Businesses making special offers based on proximity
– Newer concept, still determining “rules of engagement”
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24. Social Bookmarks for Business
• Tools for publicly sharing bookmarked content
• Allows users to organize, store, manage, and search
• Ability to annotate links: tags, comments, votes
• Integrate into content pages
• Increases search visibility and drives traffic
• Content must be valuable to users
• Include strong call to action on content pages
• Popular social bookmarking tools
– Digg
– StumbleUpon
– Google Bookmarks
– Del.icio.us
– Favorites
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25. Flickr for Business
• Online photo sharing site and community platform
• Also supports video
• Community tools allow browsing, comments, tagging of photos
• Bloggers use to host images they embed in blogs, social media
• Indexed in search results
• Great way to showcase photos from company-sponsored
events
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26. Case Study: Macy’s, Inc. Recruiting
• Clearly defined business objectives
• Well-articulated strategy
• Established, measurable success metrics
• Strategic platforms
• Multiple types of recruiting
– Overall company recruiting (stores and corporate)
– Executive recruiting
– Macys.com recruiting
– College recruiting
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27. Macy’s, Inc. on LinkedIn
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28. Macy’s, Inc. on LinkedIn
• Strategic company profile
• Leveraging Career Pages tool
• Includes video
• Integrates other social media
• Leveraging LinkedIn Groups
– Established targeted groups
– Participates in multiple groups by category
• 2nd highest referring site for qualified candidates
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29. Macy’s, Inc. Recruiting On Twitter
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30. Macy’s Executive Recruiting on Twitter
• Focused feed targets specific audience
• Posts much more than jobs
• Engages and interacts
• Mentions, retweets, and replies
• Following and followed
• Active, engaging
• Integrated with other platforms
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31. Macy’s College Recruiting on Facebook
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32. Macy’s College Recruiting on Facebook
• Strategic, focused, and on message for the identified target
• Engaging with fans
– Asking and answering questions
– Posting videos, links, and job search tips for graduates
– Photo galleries show what it’s like to work at Macy’s
– Portal page features strong call to action
– Discussion Board “Ask a Recruiter”
• Finding and hiring high quality candidates through Facebook
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33. Preview of Social Media for Search
• Review of Social Media for Business Copyright Sanger & Eby
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• Overview of how search engines work
• The impact of social media on search
• Trends and evolution
• Tracking methods and tools
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34. Want to know more?
Kat Jenkins
Vice President of Strategic Planning
kjenkins@sangereby.com
513.784.9046
Twitter: sangereby
Facebook: Sanger & Eby
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