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Intermediate social media business march 2011

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Workshop presentation to 100 Small Business Owners on Cape Cod in March of 2011.

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Intermediate social media business march 2011

  1. 1. Social Media for Business<br />The nitty-gritty, down and dirty guide to getting it done right<br />Beth Dunn<br />Community Manager<br />HubSpot<br />Twitter: @bethdunn<br />
  2. 2. Agenda<br />What is social media?<br />Twitter<br />Facebook<br />LinkedIn<br />Plan your next moves<br />
  3. 3. What is Social Media?<br />...a social trend in which people use technologies to get the things they need from each other, rather than from traditional institutions.<br />Groundswell by Josh Bernoff and Charlene Li<br />
  4. 4. Why You Should Care<br />Over 300 mil. active users<br />600,000 new users every day<br />2nd most trafficked website<br />Two-thirds outside college<br />Fastest growing demographic is those 45 years +<br />
  5. 5. Why You Should Care<br /><ul><li>300 million active users
  6. 6. 40 million members
  7. 7. 50 million members</li></li></ul><li>Social Media is a Cocktail Party<br />Similar to a cocktail party<br />Without constraints of time or space<br />Easier to meet other people<br />
  8. 8. Cocktail Party Advice<br /><ul><li>Meet people and start conversations
  9. 9. Add value – be helpful, answer questions
  10. 10. Ask questions, trust others’ advice</li></li></ul><li>Social Media at Work<br />“We’ve found that it’s a great way to form more personal connections with both employees and customers.”<br />-Zappos CEO Tony Hsieh<br />
  11. 11. Why businesses use social media<br />
  12. 12. Why businesses use social media<br />People feel a stronger connection with groups that interact with them <br />on social media<br />
  13. 13. Why businesses use social media<br />Social Media HelpsBusinesses Appear:<br />Credible<br />Authentic<br />Trustworthy<br />
  14. 14. Why companies use social media<br />Social Media HelpsPeople Appear:<br />Credible<br />Authentic<br />Trustworthy<br />
  15. 15. Credible<br /><ul><li>Build your network
  16. 16. Size matters…
  17. 17. Find your people
  18. 18. Be helpful always</li></li></ul><li>Authentic<br /><ul><li>Post a photo
  19. 19. Keep your bio consistent
  20. 20. Take part online and offline
  21. 21. Display your passion</li></li></ul><li>Trustworthy<br /><ul><li>Be discreet
  22. 22. Tell the truth
  23. 23. Don’t exaggerate or preen
  24. 24. Do what you say you will do</li></li></ul><li>Are You The Right Fit?<br />
  25. 25. Social Media Tools<br />
  26. 26. Social Media Tools<br />
  27. 27. Social Media Tools<br />
  28. 28. Social Media Tools<br />
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  30. 30. Personal Profile vs. Business Page<br /><ul><li>Set up a Personal Profile first and then create a Business Page that you will administer
  31. 31. Personal Profiles have friends (mutual acceptance) and Business Pages have fans (one-way opt-in)</li></li></ul><li>Build your profile<br />
  32. 32. Build your profile<br />Photo<br />Work & education<br />Networks<br />Interests & photos<br />Applications<br />
  33. 33. Post updates<br />
  34. 34. Post updates<br />Work<br />Family<br />Life<br />Weather<br />Hobbies<br />
  35. 35.
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  39. 39.
  40. 40. Creating a Business Page<br />
  41. 41. Warning<br />Results vary by business and industry<br />But, you don’t need an extraordinary number of likes to see results<br />
  42. 42. B2C is Ahead of B2B<br />Facebook Likes<br />
  43. 43. Elements of a Facebook Page<br />Wall<br />
  44. 44. Elements of a Facebook Page<br />Custom Tabs<br />
  45. 45. How Will People Find Your Page?<br />Your Own Website & Blog<br />
  46. 46. Leverage Facebook Social Plugins<br />http://developers.facebook.com/docs/plugins<br />
  47. 47. Leverage Facebook Social Plugins<br />
  48. 48. How Will People Find Your Page?<br />Advertising<br />
  49. 49. How Will People Find Your Page?<br />Interactions<br />
  50. 50. Sharing Content on Facebook<br />
  51. 51. Why Share Content?<br />Social Proof<br />Visibility<br />Virality<br />vs.<br />Jane<br />Joe<br />
  52. 52. Who Shares Content?<br />You<br />Your Fans<br />Your Readers<br />
  53. 53. What Should I Post? Types of Content<br />Questions or announcements<br />Video interviews<br />Blog posts (your own & other relevant articles)<br />&<br />Landing pages for education-based offers (webinars, ebooks, etc.)<br />Make sure it’s visible to everyone<br />
  54. 54. What Should I Post? Content Topics<br />
  55. 55. Facebook content does well. Really.<br />
  56. 56. When Should I Post?<br />
  57. 57. How Often Should I Post?<br />
  58. 58. Measure What Works<br />
  59. 59. Key Metrics to Track<br />
  60. 60. Likes and Active Users<br />
  61. 61. Interactions<br />
  62. 62. Traffic, Leads, Customers<br />
  63. 63. Resources<br />
  64. 64. HubSpot’sFacebook Marketing Hub<br />
  65. 65. Blogs on Facebook Marketing<br />Blog.HubSpot.com<br />InsideFacebook.com<br />AllFacebook.com<br />
  66. 66. Facebook Marketing Page<br />http://www.facebook.com/#!/marketing<br />
  67. 67.
  68. 68. <ul><li> Meet customers
  69. 69. Spread the word
  70. 70. Serendipity machine
  71. 71. Human touch
  72. 72. Right fit</li></li></ul><li>
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  92. 92. HubSpot’s Twitter Marketing Hub<br />
  93. 93. Blogs on Twitter Marketing<br />Blog.HubSpot.com<br />OneForty.com/blog<br />Mashable.com<br />
  94. 94. The Science of Timing Webinar<br />Dan Zarrella<br />AKA “The Social Media Scientist”<br />Free, Live Webinar<br />March 29 at 1:00 pm<br />www.hubspot.com/the-science-of-timing<br />
  95. 95. LinkedIn<br />
  96. 96. LinkedIn<br />Build your profile<br />
  97. 97. LinkedIn<br />Build your profile<br />
  98. 98. LinkedIn<br />Build your profile<br />Photo<br />Work history<br />Education<br />Honors<br />Groups<br />Affiliations<br />
  99. 99. LinkedIn<br />Build your profile<br />
  100. 100. LinkedIn<br />Build your profile<br />
  101. 101. LinkedIn<br />Build your profile<br />
  102. 102. LinkedIn<br />Build your profile<br />
  103. 103. LinkedIn<br />Build your profile<br />
  104. 104. LinkedIn<br />Build your network<br />
  105. 105. LinkedIn<br />Build your network<br />
  106. 106. LinkedIn<br />Build your network<br />
  107. 107. LinkedIn<br />Build your network<br />
  108. 108. LinkedIn<br />Build your network<br />
  109. 109. LinkedIn<br />Get References<br />
  110. 110. LinkedIn<br />Get References<br />
  111. 111. LinkedIn<br />Get References<br />
  112. 112. LinkedIn<br />Use it!<br />
  113. 113. HubSpot’s LinkedIn Marketing Hub<br />
  114. 114. Plan your next moves<br />
  115. 115. Plan your next moves<br /><ul><li>Create accounts
  116. 116. Use a consistent bio
  117. 117. Use a consistent icon
  118. 118. Find friends
  119. 119. Start being helpful
  120. 120. Keep at it</li></li></ul><li>Questions?<br />

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