Social Media for Business: An Introductory Seminar February 2011

Social Media for Business
An Introductory Seminar for Small Business Owners

Friday, February 11, 2011

Who am I?


Maribel Lackey
• Director of New Media at Zuno Studios
- Help businesses optimize their online presence
- web design & development
- social media strategy consulting & execution
• Background in traditional advertising and marketing


Enough about me.
Who are you?


•Name
•Where are you from (Company)
•Why are you interested in learning about social
media?


What Are We Going
to Talk About Today?


• What is social media?
• How does social media differ from traditional
marketing?
• Various types of Social Media - Case Studies
- Blogging and Microblogging (Twitter)
- Video and Photo Sharing (YouTube, Flickr)
- Location-Based and Offer-Based Networks (FourSquare, Groupon)
- Social Networking (Facebook, LinkedIn, MySpace)
- Podcasting and LiveCasting (Ustream, Justin.tv)
• How can you use it to drive your bottom line?
• Where should you start?


What is social media?


Social media is a category of
sites based on user
participation & user-
generated content


In english please:

- Sites are interactive: it is not a brand speaking
at consumers, it is a two-way conversation.
- NEED consumer interaction in order to truly
succeed.
- “It’s not what you say, it’s what they say that
matters.”


Who Is Using Social Media?

P O W E R E D b y S E R V I C E™


Who Is Using Social Media?


Why should you care?


Good News for Small
Business
-Social media has afforded everyone the tools
to publish, broadcast and compete on a more
leveled playing field.
-No longer dependent on big budgets.
-Location-based applications and networks
allow you to compete with big brands.


It is affecting you
• The internet is everywhere, and it has changed
the game.
- mobile, search, location

• Television viewing, radio listening is eroding
• Newspaper/Magazine reading is declining
• People are avoiding advertising - too much
noise


They’re talking.

“If you are not out there telling your story, they
will make one up for you. And that will inevitably
become reality.”


Mom’s vs. Motrin
• Online ad posted on Saturday morning positioned
“baby wearing” as a fashion statement
• Mommy bloggers were outraged - voiced it on Twitter
• Most tweeted about subject on Twitter by Saturday
evening.
• Motrin did nothing.


Motrin vs Moms
• By Sunday, a 9 minute video of outraged moms on
YouTube
• Mommy-bloggers began calling for boycotts and got
ad agency on the phone.
• Motrin’s ad agency did not know about Twitter.
• Motrin removed ad and sent apology - but waited too
long.
• Social media is already affecting you.


Big Lesson

“note to self...never piss off moms...especially
twitter moms...they can be a nasty bunch ;)”


Key Differences
from Traditional
Marketing


• Puts the human factor back into marketing

• Talking with your customers, not at your
customers. It’s a two-way conversation.

• Not about you.


Losing Control
• Must realize and accept that you do not control
your social media. Your audience does.

• Relax - it’s okay.


Golden Rules of Social
Media
• Listen
• Add value
• No hard-selling
• Engage and interact
• Be real, be nice, be honest, be grateful
• Focus on quality, not quantity

Authenticity: must be genuine

Transparency: must be clear about who you
are, and why you are there


Blogging and
MicroBlogging


Blog
- web log: a shared online journal
- You are now a publisher!
- 77% of internet users read blogs (March 2010)


Blog
Video: Blogs in Plain English
http://www.youtube.com/watch?v=NN2I1pWXjXI


Blog
• Establish you as authority within your industry
• Linkbacks and fresh, relevant content help
search rankings
• Take more time, commitment


Blog Tips
• Make your content easy to share.
• Build relationships with other bloggers
- Don’t spam!
• Make your content easily available - RSS Feeds
• Keywords, tags, links


Case Study: Sun MicroSystems


Micro-Blogging

Short-form web log.
Twitter, FriendFeed, Ping.


Twitter
“What are you doing?”
vs.
“What are you
thinking?”


• 190 million users as of June 2010.
• Allows you 140 characters per “tweet”
• Other people can “follow” you and they can
“follow” you.
• Fast-paced, real-time
• A waste of time?


Twitter Speak
• DM
- Can only send DMs to those who follow you.
- Where the “magic” happens.
•#HashTags - allow you to organize and search
•TwitPic, TweetPhoto - apps that allow you to share

photos through your Twitter account
•TweetDeck, HootSuite - apps that allow you to

monitor your Twitter account


TweetDeck


Important to Listen First


Case Study: ComCast
Comcast employee falls asleep at customer’s
house. Customer caught it on video and posted
it onto YouTube.
- Video watched over 130,000 times.

- Ended up on news

- Client not satisfied with Comcast’s response

Used Twitter to fight bad PR with
@ComcastCares account.


Comcast


Case Study: Dell
• Over 1.5 million followers on Twitter
• Known as a value provider
• Provided deals exclusively to people who
followed @DellOutlets


Case Study: Dell
• As of Dec. 2009, Dell had made $6.5 million
dollars from Twitter


What could you do?
• Blog on haircare, reviews on hair care products
• Exclusive sales on Twitter
• Blog on exercise and healthy living
- Myth busters
- Receipes
- How To-s


Video and Photo
Sharing


Video & Photo Sharing
• Avg. internet user watches 186 online videos per month
(U.S.)
• 2+ billion videos are watched per month on Facebook

• Flickr hosts more than 5 billion images (Sept. 2010)
• 3+ billion images uploaded to Facebook every month


Video
• Keep it short and sweet
• How can you make a video go viral?
-Good Content
-Make your video easy to share
• Integrate on other platforms
• Create and brand your YouTube channel


Case Study: BlendTec
• Viewed 7,238,341 in 10 months
• Shows the quality of the product
• Memorable, Fun
• Keeps you coming back


Case Study: BlendTec
• BlendTec Video:
http://www.youtube.com/watch?v=lAl28d6tbko


YouTube Branding


What could you do?
• How to fit a product correctly
• Step-by-step exercise and benefits
• Hairstyle trends and “How To-s”
- “This wedding season the top styles we’re seeing for brides are....”

- How to recreate a celebrity hair style


Photo Sharing
• Effective use of tagging, captions,
• Great way to showcase products
• Post high quality pictures
• Question of ethics big in this area


Location & Offer
Based Networks


Location-based
• Growth of mobile feeding the growth of
location-based networks.
- Foursquare, Gowalla, Facebook
• HUGE for small, local businesses
• 1 year after it’s launch, Foursquare had half a
million users (March 2010)


Foursquare
• Allows users to check-in to places they visit
• Users add venues
• Users earn badges and “mayorship” based on
loyalty and recency


Case Study: Fresh Brothers

• Jon became “mayor” of Fresh Brothers
Redondo Beach.
• Message went out via Twitter, was picked up by
Fresh Brothers.
• Fresh Brothers welcomed their new mayor with
a $25 off certificate made out to “Mayor
Lackey” and a Fresh Brothers t-shirt.


Case Study: Fresh Brothers


Case Study: Starbucks


Offer-based
• Groupon, Living Social
• 1 day or limited offers
• Create a sense of urgency
• Big traffic drivers


Offer-based
• Must be prepared to handle traffic
• Some users only there for deal
• Some areas very competitive and harder to get
deal published


What could you do?
• Mayor gets 10% off
• Every 10th checkin you get a free session
• Introduce a new product or service with a deal


Social Networks


Social Networking Sites
• Allow you to connect with like-minded people,
friends and family
• Social networks geared toward different groups
Professional: LinkedIn, Facebook Pages
Personal: Facebook, MySpace
Kids: Club Penguine
Niche: Ning, Corporate Networks


LinkedIn

• Over 90 million members worldwide (Jan 2011)
• People, Groups, Discussions, Events, Answers
• Find jobs, find employees


LinkedIn Tips
• Keep your profile up to date
• Get recommendations
• Make use of LinkedIn Groups
-Answer questions relevant to your industry


Facebook
• The big kahuna
• Over 600 million users (Dec. 2010)
• 50% of it’s users log in every day
• 69% of users are fans of 1 or more companies
• Over 700,000 local businesses have pages on
Facebook
• 51% of brand followers will purchase that specific brand


Facebook
• Profile
- For personal use.
- If connected to friends and colleagues can get
tricky
• Groups
- Limit the number of emails you can send out
- Gather individuals with mutual interests


Facebook
• Pages
-What you should use for your business
- Users choose to “like” your business
- Allow you to post events, notes, videos, photos
- Custom applications (games, eCommerce)


Facebook Tips
• Welcome and encourage fan content and
interaction
• Don’t spam your fans
• Keep search in mind
• Non-profit - Facebook Causes
• Run targeted Facebook ads


Case Study: Susan G. Komen
for the Cure


Case Study: Victoria’s Secret

http://www.facebook.com/video/video.php?v=425736693342


Niche


What could you do?
• Exclusive fan deals
• Share good press - awards, testimonials, Yelp
reviews (Tweets I Appreciate)
• Tip of the Day
• FAQs
• Central hub for all your content


Podcasting and
Video Streaming


Podcasting
• Broadcasting + iPod
• digital or audio files made available online
• Listeners can subscribe to your podcasts, giving
you regular access to them
• Industry news, trends, interviews
• Establishes credibility


PodCasting
• You now have access to a radio tower!
- microphone, computer, internet connection
- iTune’s “Making a Podcast”
• Do you need an iPod?
• Takes time, regular commitment
• Might be worth investing in a good speaker


Video Streaming
• UStream, JustinTV
• Platforms allow you to share real-time video
• Allow you to extend your reach


Case Study: Domino’s Pizza
• Understands his target
audience
• Has fun
- Mayor responsibilities

- $2 Pizza Offer

- Guest pizza-makers for charity

- Twitter Wall on pizza boxes


Case Study: Domino’s Pizza


Case Study: Verizon


Important Questions


How can I use
social media to
drive my bottom
line?


• Streamline and improve customer service
• Connect with new leads and resources
• Increase your search rankings
• Develop credibility within your industry
• Find employees and partners


Is traditional
media dead?


Social Media is an
addition to your
marketing plan - not a
replacement


Use Traditional Marketing
to Maximze
• Link to your social networks from your website
• Let your customers know when something is
going on through an email


Is it a fad?


Upcoming Trends
•Video
•Search
•Location
•Mobile
•Policies


Policies
• Encourage your employees to tweet about your
brand but give them structure.
• Make it a part of their employee handbook.
• Critical for companies concerned about
liability: healthcare, insurance


Is social media
the “magic” fix?


You must have a good
product or service.
Bottom line.


How do I balance my
business and
personal profiles?


The “Personal” Brand
• Each of you in this room are now your own brand
• Employers are increasing running Google searches on
their current and prospective employees
• Separate accounts?
- Monitor what you are being tagged in.


Is social media
free?


Can I track
social media
results?


Analytics Tools
• Google analytics
• Facebook Insights
• Twitalyzer, Klout
• Foursquare analytics


Getting Started


LISTEN

GOALS

PLAN

EXECUTE

ANALYZE


Listen
LISTEN
Find out what your
GOALS audience is saying.

Where are they spending
PLAN
their time?
EXECUTE What are your
competitors doing?
ANALYZE


Monitter.com


google.com/alerts


LISTEN
Goals
GOALS Determine what it is you
want to accomplish.
PLAN
Make the goals as
EXECUTE tangible as possible.
- I want to get a new client from Twitter
in the next 4 months.

- I want to increase traffic to our
ANALYZE website by 10%.


LISTEN Plan

Determine your target
GOALS audience.

PLAN Develop your plan/strategy.

How can this tie in to your
EXECUTE overall marketing?

Determine who will be
ANALYZE responsible.


LISTEN
Execute
GOALS
Execute and monitor your
PLAN campaign.

Reply to comments,
EXECUTE
feedback, questions.

ANALYZE


Analyze
LISTEN
Look through your
GOALS analytics reports.

PLAN Measure success.

EXECUTE

ANALYZE


Resources


Groundswell
Mashable.com
SmartBrief.com
@mlackey, maribel@zunostudios.com
Zuno Studios Blog
zunostudios.com/blog


Social Media for Business: An Introductory Seminar February 2011

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