This document provides an overview and introduction to using social media for small and medium businesses. It recommends 7 steps to get started with social media: 1) Get educated on social media, 2) Listen to your brand, competitors, and industry on social networks, 3) Find an authentic personality for your business's social accounts, 4) Define goals and what success means, 5) Participate in social conversations, 6) Continuously measure results, and 7) Don't be afraid to fail as part of the learning process.

1. Go Make Some Friends!
Social Media Simplified
Cory Hartlen, PMM
chartlen@salesforce.com
@coryhartlen

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The Nature of the Social Medium
The social web’s reach is now bigger than TV
It’s messages can propagate faster; they last longer
Messages are more trusted because they move through a
network of trust (friends)
No single institution controls it; everyone is a participant
The “social phone”: It is a multi-purpose medium, more
like the phone network than TV/mass media**
| CREATING A LISTENING ORGANIZATION

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| THE SOCIAL DIVIDE:
Your
customers, employees, suppliers,
fans and detractors are social.
This is your community!
How do you seize
the opportunity?

5. Customers Are 40% More Likely
to Spend Money with Brands
that Engage on Social
Sources: Bain & Co 2012: Putting Social Media to Work

6. 51% of Consumers Are More
Likely to Buy a Product or Brand
After Liking Them on Facebook
Forrester 2011: Competitive Strategy in the Age of the Consumer

7. Companies That Don’t Engage
on Social Have 15% Higher
Churn
Gartner Press Release and Quote Carol Rozwell August 1st 2012

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JUNE 2006
Asleep at the wheel: Comcast technician becomes poster child for poor customer service.
1.3 million view the video.
Social Relevance: Comcast humiliation caused a change in priorities. Soon becomes industry
leader in Twitter customer service help.

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JULY 2009
United Airlines handles hundreds of lost and damaged baggage complaints each year.
But aggrieved Dave Carroll went viral with his ballad of a broken guitar.
Social Relevance: United had 9 months to placate Carroll before he penned his protest song.
Instead they were confronted with a backlash millions empathized with.

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That’s Created a Fundamental Shift in
Marketing
Traditional Marketing
Interruption marketing
Company controls brand perception
Trust company messages
Eyeballs and ears
Centralized presence (www)
Buy a list of names to email
Social Marketing
Invitation marketing
Community shapes brand perception
Trust friend recommendations
Hearts and minds
Distributed presence
Social listening & engagement

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| THE FIVE C’S OF SOCIAL MARKETING
Content is KING

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| THE FIVE C’S OF SOCIAL MARKETING
Community

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| THE FIVE C’S OF SOCIAL MARKETING
Conversation

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| THE FIVE C’S OF SOCIAL MARKETING
Collaboration

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| THE FIVE C’S OF SOCIAL MARKETING
Connections

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| THE SEVEN OUTCOMES OF SOCIAL
MARKETING
-Jason Falls, Nobullshitsocialmedia.com
• Enhance Branding or
Increase awareness
• Protect Brand Reputation
• Facilitating PR
• Building Communities
• Improving Customer Service
• Driving R&D
• Increasing Sales

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| ALIGN YOUR DEPARTMENT AND
CORPORATE GOALS
17
Listen/Analyze
Measure
Engage/Content
Your Brand Your
Competitors
Your Industry
Love the
new…
Product
review…
Great
article on…
View
Counts…
Share of Voice How many
Shares?
Hiring
a CTO…
Blogger
Outreach…
Having a problem
with…

18. Marketing PR HR Sales Cust. Serv.
Blogs Forums Facebook Twitter YouTube
Avoid The Silos

19. Marketing PR HR Sales Cust. Serv.
Blogs Forums Facebook Twitter YouTube
Social Media Council

20. Marketing
PR
HR
Sales
Cust. Serv.
Blogs Forums Facebook Twitter YouTube
Community Team
Hub and Spoke

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should
listen?

22. | IT ALL STARTS WITH LISTENING, BUT
FOR WHAT?
Ideas
Complaints
Compliments Crisis
Competition
Campaign
Influencers
Needs

23. | WHO CAN LEVERAGE SOCIAL
LISTENING?
Public RelationsMarketing
Product Marketing
Market Research
Market Research
Competitive Intelligence
Consumer Affairs
Customer Service
Recruitment and HR
Investor Relations
Sales

24. Getting a Foothold in Social Media
A Get-Started Guide For Small and Medium
Businesses

25. You’ve heard the buzz.
1. Get Educated.
2. Listen.
3. Find Your Personality.
4. Define Success.
5. Participate.
6. Measure, Measure, Measure.
7. Don’t be Afraid to Fail.

26. 1. Get Educated.
Books
Blogs
Web Sites

27. 2. Listen.
Brand, Competition, Industry
How to get started: Freebies

28. 3. Find Your Personality.
Social media will not succeed unless the
people behind it are excited about doing it.

29. 4. Define Success. Are you hitting the mark?
You have to know what you want out of this game. Write it down, and tie each goal back
to your larger business picture.
Increased Brand Awareness
More Site Traffic
Increase Product Sales
Reduce Customer Support Costs

30. 5. Participate.
You have to be part of the conversation, and that means understanding
and embracing the culture of social media.

31. 6. Measure, Measure, Measure.
Focus on ways to measure the effects that
the relationships you build have on your business.

32. 7. Don’t Be Afraid to Fail
Failure is the tuition you pay for Success
-Walter Brunell
If I find 10,000 ways something won't work, I haven‘t failed. I am
not discouraged, because every wrong attempt discarded is another
step forward.
- Thomas Edison