Ramon Ray (http://www.smallbiztechnology.com) presentation to the Kentucky Small Business Development Center (October 2011)

1. SOCIAL MEDIA
STRATEGY FOR Social Media
101
GROWING BUSINESSES
@ramonray
www.Smallbiztechnology.com
ramon@smallbiztechnology.com
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2. SOCIAL MEDIA IS NO
REPLACEMENT FOR
GOOD BUSINESS
PRACTICES
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3. WHY IS SOCIAL MEDIA
SO IMPORTANT?
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4. PEOPLE LIKE TO
CONNECT TO OTHER
PEOPLE
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5. THREE CORE TENETS
Listen To
Customers
Communicate
With Customers
Engage
Customers
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6. LISTEN
Your competitors Your customers,
Your market (laws, press, market
news, trends) speaking about your
product
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7. COMMUNICATE
Daily deals
News
Product information
Tidbits
Product, service,
market insight
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8. ENGAGE
Contests
Surveys
Customer to
customer
support
Discussion
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9. ―OLD‖ COMMUNICATION
TOOLS
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10. ONE WAY COMMUNICATION TO
CUSTOMERS
Blogs
Email
Web Sites
Marketing
Talk To
The
Customer
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11. SOCIAL MEDIA IS A MULTI-PART Y
CONVERSATIONS
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12. CONTENT IS KING
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13. CONTENT IS DIGITAL FOOD
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14. WHAT CONTENT DO
YOUR CUSTOMERS
WANT?
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15. 15

16. 16

17. WHY IS CONTENT KING
People Want To Be
Entertained
People Want to
Learn
People Have Specific
Needs
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18. CONTENT IS KING - ENTERTAIN
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19. CONTENT IS KING - LEARN
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20. CONTENT IS KING – PRODUCT
INFORMATION
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21. WHY CONTENT SHOULD BE YOUR KING
Makes You An
Authority
Helps You Develop A
Following (pre-sale)
Develops Loyal
Customers (post-
sale)
Search Engines Feed
On Relevant Content
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22. CONTENT BUILDS
KNOW + LIKE + TRUST
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23. WHAT CONTENT?
Request for Ideas
Job Vacancies
News
Customer Stories
Thoughts
Tips
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24. WHAT T YPE OF CONTENT
Video
Podcasts
Blogs
Infographic
White paper
eBook
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25. 7 POWERFUL SOCIAL
MEDIA CONCEPTS
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26. 7 POWERFUL SOCIAL MEDIA CONCEPTS
Conversation
Giving (not selfish)
Measure
Have great content
Awesome headlines
Listen
Respond
thoughtfully (not
long, necessarily)
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27. 5 MORE THINGS TO KEEP IN MIND
Be yourself (authentic)
Don’t sell
Incentives
Reasonable frequency
Think then click/write
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28. CONVERSATION
 Don’t SELL to Your
Customers
 Enter Their
Discussions
 Foster Discussions
 Encourage Customer
to Customer
Discussion
 Learn from Customers
– Ask Questions
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29. SUCCESSFUL SOCIAL
MEDIA ATTITUDE =
GIVING
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30. GIVE, GIVE, GIVE, TAKE
Be informative
Be indispensable
Be helpful
Be fun
Be sharing
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31. MEASURE
Know What Social
Media Networks
Work Best
Know What Content
Is Most Desired
Know What
Conversations Are
Hottest
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32. GREAT CONTENT
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33. GREAT - HEADLINES
Short
Sweet
To The Point
Descriptive
Search Engine
Friendly
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34. LISTEN
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35. RESPOND
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36. ALWAYS REMEMBER….
Word Of Mouth On Steroids
Everyone Is A Publisher
Don’t Vomit On Your Customers
It’s Not Just Another Marketing Channel
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37. 12 STARTING THOUGHTS
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38. 12 STARTING THOUGHTS
 What are your goals
 Is social media the best option? Should you do it?
 Do you know your customers
 Who will lead / coordinate
 Which social media network will you focus on
 Think about your persona
 Create your profile
 Create listening stations
 Creating content feeding stations (you need to be fed to feed)
 Think about what you will post
 Discipline yourself to post regularly
 Consider creating an editorial calendar
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39. OVERVIEW OF TWITTER,
FACEBOOK AND
LINKEDIN
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40. TWITTER 101
Create your profile
(good photo)
Create Searches On
Keywords
Follow people
Create Lists
Join the
conversation
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41. TWITTER PROFILES
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42. RAMON’S TWITTER PROFILE
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43. @SHASHIB TWITTER PROFILE
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44. TWITTER USES
Short Posts
Links To Other
Sources
―Status Updates‖
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45. FACEBOOK 101
 Create Your Own
Personal Page
 Create Your Company’s
Page
 Nurture A Community
Of Customers
 Encourage THEM To
Share And Post
 Share Content (in
Context)
 Content About Your Biz,
Your Customers, etc
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46. CANDLES OFF MAIN
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47. BLACKBERRY ON FACEBOOK
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48. FACEBOOK
USES
Videos
P h o to s
C o nv e r s a t i o n s
a n d D i s c us s i o n
C o m m un i t y
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49. LINKEDIN 101
 Find Out More About
Clients, Companies
and Competitors
 Get Access To
Connections In Your
Networks’ Network
 Complete Your Profile
 Join, Start and
Participate in Groups
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50. SOCIAL MEDIA NETWORK DIFFERENCES
• Twitter - Sharing & Personal
Brand Building
• Facebook - Building Community
and Communication
• LinkedIn – One to One
Connecting, Corporate Groups
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51. SOCIAL MEDIA TOOLS
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52. TOOLS
TweetDeck,
Hootsuite
NutShell Mail
RSS Reader
Klout
Brightcove, Blip.tv,
Ustream, Tube
Mogule, Viddler,
Bit.ly
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53. TWEETDECK
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54. GOOGLE.COM/READER
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55. KLOUT (INFLUENCE)
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56. THE POWER OF VIDEO
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57. POWER OF VIDEO
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58. PLEASE READ THE NEXT
SLIDE OUT LOUD
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59. ―RAMON, I DON’T HAVE
TIME TO DO ALL OF
THIS!‖
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60. NO TIME
Start slow. A little at
a time.
Hire an ―intern‖ to
help – but BE
CAREFUL
Hire an expert to
help – but are you
rea$y
Make the time
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61. T Y KIISEL, AT TASK BLOGGER
step outside of your comfort zone a n d
 D o n ' t b e a f r a i d to
w r i te a b o u t w h a t yo u k n o w.
You have information p e o p l e w a n t . S h a r e i t . D o n ' t b e s t i n g y.
Don't sell.
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62. T Y KIISEL, AT TASK BLOGGER
 Be patient as you find your voice. There's an old Russian
saying that says, "The first pancake always fails." It will take
you a while to find your voice and you will make your biggest
mistakes when your audience is the smallest. It took me
about two or three months of writing 5x a week before I felt
like I was comfortable with it. For some it might take more —
for others, less.
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63. T Y KIISEL, AT TASK BLOGGER
Read . Writers read. Read about what interests you. Read about
your industr y. The more you read the more comfor table you will become
with your writing.
 Unless you have tried it and absolutely can't do it, write it
yourself . A hired gun will never be you. There is no shor tcut to
being a thought leader. You have to spend the time on the battlefield
as Teddy Roosevelt said.
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64. T Y KIISEL, AT TASK BLOGGER
 If you can't or won't write it yourself, appoint someone in your
organization to write and be willing to promote their personal
brand. Individual voices resonate with the audience, not
corporate voices. I write as Ty Kiisel, not AtTask . I wouldn't have
been as successful if it had been the other way around.
Good content will make you a
thought leader . Sales content will get you ignored.
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65. T Y KIISEL, AT TASK BLOGGER
Be yourself . Don't pretend to be something you're not. I
ride motorcycles, drive a Jeep, fly -fish and go camping. I relate
those themes to project management to keep it interesting for
me. If I'm interested in what I'm writing about, there will be
people in the audience who are too. Besides, who doesn't like
Harleys?
 Be consistent . Every day or every week or once a month
isn't as important as being consistent and predictable. Set goals
and follow them. Don't make excuses not to write. There are too
many excuses to number.
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66. T Y KIISEL, AT TASK BLOGGER
Read what others in your space are writing about and
comment on it.
Link to your sources .
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67. T Y KIISEL, AT TASK BLOGGER
 Be generous in your praise of those you admire and source.
 Par ticipate in the community.
Listen before you speak . Follow what else is being said and find
the niche that your information will fill.
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68. We’re almost done
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69. I ALMOST FORGOT…
 Create a blog
 Drive traffic to your
web site or blog
 Have an email
newsletter
 Owning contact info is
important
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70. IN SUMMARY
Listen
Converse & Engage
Measure
Use Tools
Think / Creativity
Be Yourself
Tell A Story
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71. This presentation at
www.smallbiztechnology.com/kentucky
THANK YOU FOR YOUR
TIME!
@ramonray
www.Smallbiztechnology.com
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