Presentation on basic social media channels and use in business

1. Connecting With
Customers
Using The Power of Social Media
to Enhance Your Business
Whitney Hoffman
Hoffman Digital Media

2. Changing Marketplace
Old ways of getting new business may not be
as effective
Competition is stronger and not just local
Word Of Mouth carries farther than ever before
What can you do to stand out?

3. Changing Marketplace
NPR/Frontline Story- Re-employment difficult
due to culture shift
People find out about you long before you ever
meet....or not.
Reputation management is more important
than ever

4. The New PR
Is PR - Public Relations?
Is PR -Personal Record?

5. It’s Both

6. Trust

9. Megaphones Don’t Work
You no longer control the entire message

10. They’re Shouting Back

12. Imagine all your friends got phones for
the first time...
Are you going to sit around all day waiting for a
letter?
Or are you going to go out and get a phone?

13. The New Telephone
Connecting with Customers - The New Golf Course

14. Channels are on 24 x 7

15. Cafe-Shaped Conversations

16. Tribe Identity

18. Visualizing the Social Graph

19. Looking for the Sweet Spot

20. Relevancy
to you, to your customers

21. This is Not Fringe
Anymore
This is Mainstream,
Main Street

22. Mobile
Quick Facts from Pew
(Pew Internet.org)
By 2020, they predict that
a mobile device will be the
primary connection tool
for most people in the
world.

23. Pew Stats
More people are accessing the ‘net on a mobile device. One-
third of Americans (32%) use a cell phone or Smartphone to
access the internet for emailing, instant-messaging, or
information-seeking.
Up by one-third since December 2007
On the typical day, nearly one-fifth (19%) of Americans use
the internet on a mobile device, up from 11% in December
2007. That’s a growth of 73% in the 16 months

24. iPhone introduced 6/07
Within 2 yrs- 25% of marketplace and
growing

26. Amanda Lenhart: The Democratization of Online Social Networks

27. Online social network users circa 2009
Democratization of online social networks
• Urban tilt has disappeared – though rural areas still lag slightly (age)
– 29% of SNS users live in urban areas vs. 30% of internet users
– 56% of SNS users live in the suburbs, 52% of net users do
– 15% of SNS users live in rural areas, 18% of internet users
• Still no regional differences
• Now no differences in likelihood of full-time employment (54% SNS vs.
53% internet users)
• Education levels look like internet using population
• SNS users just as likely to have bbd as all net users
Amanda Lenhart: The Democratization of Online Social Networks

28. Online social network use circa 2009 (2)
• Skews more female (54% female vs. 46% male)
• In the SNS population – younger adults make up a slightly greater
proportion of the SNS using population than in 2005.
– 18-24 year olds are 28% of the social networking population, but 16% of
the internet using population
– 25-34 year olds are 29% of SNS using population, but 20% of the online
population
– 35-44 yos are 22% of the SNS population and 20% of the internet
population
– 45-54 yos are 13% of the SNS population and 20% of the internet using
population
– 55-64 yos are 6% of the SNS population and 14% of the internet using
population
– 65+ make up 3% of the SNS population and 9% of the internet using
population
Amanda Lenhart: The Democratization of Online Social Networks

29. Media Age on Popular Social
Networks
Twitter - 31 yrs.
MySpace- 26 yrs. down from 27
LinkedIn- 39 yrs. down from 40
Facebook- 33 yrs., up from 26 in May, 2008.
Pew Internet & American Life Project, Oct 21, 2009

30. Summary
Social media adopters are Urban and Suburban
more than Rural.
80% of participants in social media are 18 to 44
years old.
18-34’s still have highest rate of adoption, but
big influx of older people into the SM sphere,
esp. on Facebook

33. Step1
Your Online
Presence

34. Google is Everywhere
Optimize Google Local First

35. Step Two

36. Using Tools to Listen
1. Google Alerts
2. Twitter search
3. Blog Search

37. iGoogle can be your Newspaper

38. Where is Your Community?
Where are Your Customers?
Connecting Where It’s Relevant to Them

39. Don’t Forget to Ask Them
Connect in Preferred
Channels

40. Don’t Worry About Them All....

42. LinkedIn-
Rolodex on Steroids

43. LinkedIn- Your Resume and Recommendations Online

44. Expanding and Visualizing Your Network

45. Twitter

49. Facebook

53. MySpace

54. MySpace

55. These Are Your
Billboards

57. Integration of
Channels

59. 2009 Blogging Stats
• Blogging grew by 68% in 2008
• 346 Million worldwide read blogs
• 77% of active web users read blogs
• 184 million report starting blogs
• http://technorati.com/blogging/article/state-of-the-blogosphere-2009-introduction/

60. Demographics of
Bloggers
• 51% male, 49% female
• 58% 35+ years old, 42% 18-34
• 74% are college educated
• over 120,000 new blogs created daily

61. Own Your Own Domain
• Blog can be added on to existing
website- ie. www.mydomain.com/blog
or www.blog.mydomain.com
• Can make any domain a blog/website

62. Things you’ll need to
consider
• Who will be that public face?
• Do they have the ability/authority to
solve problems?
• Frequency of Updates
• The “reason” to blog

64. Why Blog for
Business?

65. The Face (and voice)
of Your Brand
Network Solutions, Shashi Bellamkonda
The Social Media Swami

67. Widgets, Blogrolls
and More
You can add badges, widgets and other tools to
your blog (or regular website) to integrate your
social media presence online
When integrating, keep audiences in mind- do
you want twitter posting to Facebook and your
blog? Your Blog to Facebook?

70. And you can get:

72. Other Important
Tools

73. Social Bookmarking: Develop Your Library

74. Check Out What Friends are Reading

75. Google Reader- Manage Subscriptions

76. HARO- Help a Reporter Out
Be your own Marketing
Department
Become an expert
Become a resource
Help out reporters, help
out your business

77. Competitive
Intelligence
SEOMoz, Alexa.com, Compete.com, Quantcast- How
well are you doing, and how well are your competitors
doing?
Search for trends in trends.google.com to see if you can
produce timely or seasonally relevant content
Google Adwords- art into itself. Can be pricey- all
competitively based.

78. Creating
Communities
This is a long term versus short term strategy
People come to you because of content and
added value
Grows network, fans, evangelists
Must give them something to do- keep it fresh
or it dies

80. So.....
Build a group of fans and customers; Make it
interactive and fun
Stickiness- 10 rabid fans may be better than 50
who don’t really care
Ze Frank- Give people something to do
Find a way to make a difference- Add Value

83. It’s All About the Connections

84. Summing It Up

85. Free Reports from Forrester

86. Taking Aim at Your Goals

91. The End

92. Contact Info:
Whitney Hoffman
Hoffman Digital Media
LDpodcast@gmail.com
Hoffmandigitalmedia@gmail.com
Twitter: @whitneyhoffman, @ldpodcast
Facebook: Whitney Hoffman
Google Voice: (302) 482-4599
Mobile: (302) 562-6507
URL: www.whitneyhoffman.com