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Social Media WSI4Business Success

Presentation on Social Media and its impact for business, given to Horsham Business Club on 3rd May 2011

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Social Media WSI4Business Success

  1. 1. Social Media – Horsham Business ClubWSI4BusinessSuccess : Pete Waller 1
  2. 2. Introduction toThe Digital Presence Revolution What It Is, Why It’s Important, & How To Take Control of It 2
  3. 3. 3
  4. 4. Publishing Revolution 1.0 1.0+ 2.0 2.0+ Websites Blogs Social Micro Usage Networks BloggingFew skilled web Semi-skilled Anyone Anyone who Friction developers consumers with can type 140 (html) (no html) friends characters Static, Dynamic, Private, Frictionless one-way two-way real-time broadcasting conversations Publishing goes up exponentially as friction goes down!
  5. 5. Why Is It Important?Businesses Have: static website & one way to be found They Need: fresh Web Presence & many ways to be found Your sites Local Directories Social Media Content Sites More Quality Content Published in More Places = More Customers
  6. 6. What is Quality Content?Content created by You…Sites & Pages Directory listings Real-time updates Photos Videos $ Thanks Offers Products Comments Thanks RepliesContent created by others!! SHARE WoM Links Reviews Referrals Shares & Likes Comments
  7. 7. Quality Content Drives Web Presence
  8. 8. What are the Benefits?
  9. 9. Consumers are online9
  10. 10. Is Social Media a fad? Socialnomics10
  11. 11. Want a quick ‘Reputation’ example? • One unhappy customer….. • What difference can that make?11
  12. 12. The Result Views of the video on Youtube stood at 10,336,506 on 3rd May 201112
  13. 13. What are the Challenges? social marketing SIGN-UP/CLAIM repeattools passwords YOUR PAGES passwords time repeat POST NEW CREATE repeat fans UPDATES CONTENTrepeat time directories SEO repeat research repeat reviews MONITOR & LOAD YOUR SEO repeat RESPOND CONTENT repeat analytics tools repeat KEEP TRACK OF IT ALL leads followers reputation management I need to run my business
  14. 14. Go to where your audience is..14
  15. 15. Before kick off with Blogs • Quick google search engine update…15
  16. 16. Overview of top Social Media for you Blogs, Facebook, Twitter, YouTube & LinkedIn  Best practices on use  Important considerations  Examples of how the portals can be used to raise your company’s online profile  Tools and resources available  How you can get started22
  17. 17. Blogs: Brief Overview What is a Blog? • A blog is type of website that is geared towards specific topics with a goal of providing its audience with frequent postings of information. But there are some questions with regards to the best practices of blogging and what needs to be done in order for your company blog to be successful. • Companies can either incorporate a blog into their company website, so that their site can benefit from the fresh and updated content they add to their blog, which search engines love or have it located externally, and provide ‘keyword rich’ valuable incoming links which search engines also love23
  18. 18. 7 Secrets to Successful Blogging 1. Narrow Cast 2. Invite a Conversation 3. Write for Web Readers (but use keywords) 4. Always Link, Always Be Relevant 5. Publish Consistently 6. Take Risks (be authentic) 7. Leverage RSS Feeds (really simple syndication) 8. When you blog, tell everyone about it. • Announcing on your other social networks – like Facebook or Twitter – that you have just published a new blog post easily keeps your blog top of mind and can increase your readership.24
  19. 19. Blogging Tools and Resources Creative Commons: Learn about copyright protections services - http://bit.ly/S1YI Feedburner: RSS tool that adds a number of features to your blog’s RSS feed - http://bit.ly/DiZOK FriendFeed: Dynamic RSS tool offering interactive ways to discover and share information - http://bit.ly/glark FeedJournal: An innovative web application that generates personalized newspaper-formatted PDFs from RSS feeds - http://bit.ly/sRR2V WordPress Plug-in Directory: Find all the best plug-ins to enhance your blog - http://bit.ly/RPTd Blogger Tools and Templates: A collection of free Blogger themes and tutorials - http://bit.ly/3dVnti WordPress 101: Tutorial videos for learning everything you need to know about using WordPress - http://bit.ly/ehMjSz Wibiya: Free web toolbar to boost your site and blog - http://wibi.us/5QjTU WordPress Admin Tools: A list of over 50 tools for WordPress admin - http://on.mash.to/P34nx Blogger Forum: Interactive resource for blogging beginners - http://bit.ly/3XPf Copyscape: Tools for tracking down other sites that may be stealing content from you - http://bit.ly/J4rx25
  20. 20. Keep the brand consistent!26
  21. 21. Our Blog – fresh feel same brand27
  22. 22. To sum up – why are blogs so important?It’s the cornerstone of your product or business because: 1. ‘Content is King’ – more relevant posts – higher you’ll rank 2. Desperately seeking answers – in top 3 reasons people use internet 3. Blog structure – easy to use, index and find 4. Backlinking, Plugins, RSS Feed, Comments – Brilliant for SEO and SMO 5. Hello World – Universal - don’t need to be members to access 6. Create Instant and Comprehensive Information – but use other SM to trail 7. All roads should lead to your blog – the ‘hub’ of your online marketing!!28
  23. 23. Facebook – Brief Overview• What is Facebook? – Facebook is a social networking service that lets you connect with friends, co- workers, and others who share similar interests or have common backgrounds. – It has come a long way since its original use as a network for college students. – What makes Facebook different from other social networks is its extensive privacy controls, its development platform, and its large and quickly growing user base. – In fact, with over 600 million users worldwide (as of Dec 2010), Facebook has even surpassed email as the most frequently used tool online.29
  24. 24. How do companies leverage Protect your brand – The reality is anyone can create a Facebook page about your company. If you don’t have a presence on Facebook, then you leave the control up to your customers or even your competitors to “create” your Facebook presence for you. Have a look at the “McDonald’s Sucks” example. Engage your customers – Rather than waiting for customers to come to your website to find out what’s new with your organisation, why not connect with them where they hang out? Facebook is a great way to communicate promotions, contests and events. Optimise your online presence – If search engine optimisation is important to your business, then you have another reason to use Facebook. Facebook is considered a credible source, is frequently updated and has millions of pages and links contributing to its high rankings in the search engines. Generate leads – Facebook can also be used as a potential lead generation tool and help qualify your leads. You could view the profiles of your potential prospects to learn more about them. This will help you build a relationship with them and assist in the lead generation qualifying process. Develop customer loyalty – Through ongoing communication and regular interaction with your Facebook fans, you will better retain your customers, increase referrals and enhance overall loyalty.30
  25. 25. 5 Best Practices on Promoting Your Facebook Page1. Keep your page fresh and lively Tip: You should create a vanity URL like: “http://facebook.com/ABC". The – Don’t make the mistake of creating a page and then neglecting it. more concise your URL, the easier it will be for users to find your page.2. Make your page publicly searchable – If you don’t notice your page showing up in searches, make sure your page is set to “public”.3. Make sure you have a proper ‘customised’ Facebook ‘Page’ – This is an effective way to brand your Facebook page. When you use a visually appealing, company-appropriate image to represent your brand, you will stand out from the crowd. Try to use an image that best represents your company and industry.4. Take advantage of the polls – These are great for companies looking to get a quick answer from their fans. You could run an industry poll to see what industries your fans belong to you; this way you can communicate to their specific vertical.5. Connect your page with other social sites – Integrate Facebook applications that will pull content from sites like YouTube, Twitter and LinkedIn and add that content to your page automatically.31
  26. 26. Some examples:32
  27. 27. WSI4BusinessSuccess33
  28. 28. To sum up – why is Facebook so important?It’s one of the most influential Social Media of today and: 1. With 600+ million users can you afford to ignore it? 2. For a % of your customer/client base, it’s definitely their preferred medium 3. Not many places allow you this level of segmented targeting 4. Even if you only have a business ‘page’ with fully automated plug-in, then you’ll probably get a head-start over your competition! 5. With the power of the consumer online, and with Reputation Management becoming even more influential in the buying decision, then Facebook cannot be ignored.34
  29. 29. How to Leverage Twitter in Your Company Main Ways Businesses Use Twitter: • To expand their customer database by locating individuals with the same interest and need your company addresses(http://bit.ly/9gzXiV) • To increase their brand recognition amongst their followers (http://bit.ly/cphtu1) • To demonstrate their expertise and have followers look to them as a source of information and subject authority(http://bit.ly/cKOZKA) • To ask questions to a community and get answers (http://bit.ly/clEmBH) • To build trust and a loyal community amongst their followers (http://bit.ly/alws6G) • To gain another avenue for permission based marketing • To use as a customer service tool (http://bit.ly/bQAUBO) • To use as a research tool(http://bit.ly/aRwczc)35
  30. 30. More Tools & Resources Twitter Blog: Keep up with the latest news, tools and features from and for Twitter straight from Twitter employees - http://bit.ly/8JDT The Twitter Guide Book: Assembled by the team at Mashable, this guide offers how-to’s for mastering Twitter - http://on.mash.to/EQU82 Twitterfeed: Integrate your RSS feed into your Twitter feed for convenient content streaming - http://bit.ly/3kslkD TweetDeck: A great tool for managing your Twitter account and using it to connect to you Facebook, LinkedIn and MySpace accounts - http://bit.ly/Uud33 Twellow: A directory of public Twitter accounts, with hundreds of categories and search features to help you find people who matter to your business - http://bit.ly/1CzBHX CoTweet: A Twitter CRM tool specially made for businesses allowing you to manage multiple accounts and multiple users for a single account, while also scheduling tweets - http://cot.ag/6tRO HootSuite: Manages multiple Twitter accounts and users and schedules tweets - http://bit.ly/3NJp7Z Twitter Search: Find who’s talking about you in order to respond accordingly - http://bit.ly/1GPSAz36
  31. 31. To sum up – why is Twitter so important?It has become one of the most influential social media: 1. To quickly grow your ‘quality’ network 2. Share experiences and build credibility 3. To advertise 4. To engage your customers 5. Develop customer loyalty 6. Broadcast and syndicate (virally) your key messages 7. Plus great research tool to build your ‘rivers of knowledge’37
  32. 32. LinkedIn: Brief Overview What is LinkedIn? • LinkedIn is a business-oriented social networking site mainly used for professional networking and as of April 2010, it had grown to more than 65 million registered users in over 200 countries. • The purpose of the site is to allow registered users to maintain a list of contact details of people they know and trust in business. The people in the list are called connections. This list of connections can then be used in a number of ways:  To gain an introduction to someone you wish to know through a mutual, trusted contact.  To find jobs, people and business opportunities recommended by someone in ones contact network.  To list jobs and search for potential candidates.  To review a persons profile before entering into a business relationship with them.  More recently to open up industry related discussion forums  And now Business Pages38
  33. 33. LinkedIn for Business• You need a strategy for your networking• LinkedIn finds the right people and the connections you have with them• Ask who are the people who will be most likely to be in the best position to help me?• Networking attitude needs to be to share information in a reactive and proactive way without expecting anything immediately in return
  34. 34. LinkedIn for Business• All things being equal, people do business with people they know, like and trust – Know • What do people know about you? • What is your background? • What have you achieved? – Like • We tend to like people who are helpful and upbeat – Trust • Demonstrate that you are an expert • Prove you behave in a decent way
  35. 35. Network Statistics
  36. 36. Getting Started
  37. 37. Profile Creation43
  38. 38. LinkedIn for Business• Check yourself out on keyword searches – Keywords in headline, current position, past position, and in all descriptions• Build a strong network quality and quantity• Make your settings visible• Select 5 key groups to be active but join 50• Create discussions in groups not in sales mode• Create some groups for your target audience – Can focus on interesting topics, build up a following and then leverage for specific events
  39. 39. Reputation Management Search
  40. 40. Finding New Prospects
  41. 41. Finding New Prospects• Define your SMART goals and targets – What type of industry? – What geographic location? – What job titles do you want to talk to? – Find influencers as well as decision makers• Look up existing Customers and Prospects – Once introduced build a relationship – Offer to share information – White papers, monthly webinars etc. establish credibility – If you have helped them, they are more likely to help you
  42. 42. Finding New Prospects• Join Groups, in order to build relationships and increase visibility as well as credibility• Take part in discussion forums• Offer help to connect people or offer advice• Answer questions to demonstrate your knowledge and expertise• Increase your recommendations you need to send personal notes not use the standard text
  43. 43. Finding New Prospects• Use the “Status Update” function – Ask for help to find something or someone – This is shown to everyone in your network – You can choose who can see this • Your 1st connections • Your first three degrees • Everyone – You can link this to other networks as well, Twitter, Plaxo, Facebook
  44. 44. Create Alerts• You can save your searches then run them manually or every week or month – save 3 searches with free account• After you have defined your target customers every week get an update of new prospects• Use Google Alerts to follow up on the news on a prospect or company you want to work for (River of Knowledge)• Obtain updates from experts or the market• Share this with your network if appropriate
  45. 45. Example of Company Page • Only recently introduced • So now can get recommendations for your business as well as you as an individual51
  46. 46. Finally, some great resourcesStart-up checklists Do’s & Don’ts LinkedIn Tools and Resources
  47. 47. To sum up – why is LinkedIn so important?LinkedIn is THE professional Social Media, Research & Marketing tool: 1. You may never have to ‘cold call’ again! 2. Builds and reinforces your reputation like no other tool can 3. For B to B allows you to ‘deep research’ prospect customers 4. Enables creation of demand to ‘buy from you’ rather than you ‘selling’ 5. Strengthens personal and company credibility 6. Provides ability to quickly grow a powerful network 7. Developing all the time 8. For B to B it’s THE lead generation engine to use53
  48. 48. Our Products54
  49. 49. Total Web Presence55
  50. 50. Our Technology & Team56
  51. 51. You need a mobile presence too57
  52. 52. YouTube: Brief Overview What is YouTube? • YouTube is the leader in online video, and the premier destination to watch and share original videos worldwide through a Web experience. • YouTube allows people to easily upload and share video clips on www.YouTube.com and across the Internet through websites, mobile devices, blogs, and email. Everyone can watch videos on YouTube. How Does it Work? • Like Twitter and LinkedIn, YouTube is free to use. • All you need to do is register with the site and create a profile if you want to post videos or comments. The videos you publish -which include tags, a category, and a brief description -can be made public or restricted to members of specified contact lists. • YouTube also allows videos hosted on its site to be embedded in other Web pages, such as blogs or personal websites. • Creating your own YouTube Channel (Brand Consistent of course) adds yet more credibility to your commercial presence. • Turning presentations (PowerPoint or spoken) into engaging videos, along with client testimonials and events, can bring your brand alive in a way your competition is failing to exploit.58
  53. 53. Ideas on Promoting Your Company on YouTube• When it comes to using YouTube to promote your company, here are some ideas on videos you can created and upload to YouTube and also your company YouTube channel. – Existing company webmercials – Video version of your company blog posts – Videos on your product / service demos – Videos of company events – Videos of customer testimonials59
  54. 54. 4 Steps to Getting Your Videos Ranked Higher 1. Add a Descriptive Title to Your Video 2. Make Your Descriptive Content Clear and Specific 3. Provide Accurate Tags 4. Embed Videos 5. Syndicate videos60
  55. 55. Online Video Production Tips 1. Be Professional 2. Stay Focused 3. Broaden Your Reach YouTube Tools and Resources YouTube Handbook: Everything you need to know about watching and producing videos for YouTube - http://bit.ly/bv9GRR CatchYouTube.com: Enter the URL of the video, select the format you want to save it in, and click the “Convert & Download” button - http://bit.ly/9MlUec YouTube Keyword Tool: If you need input on keywords, YouTube has a keyword suggestion tool that can help you identify the words YouTube viewers are searching on - http://bit.ly/fIuf8j TubePopper: Add word balloons, comments, or subtitles to a video and then embed it in your site with the new additions - http://bit.ly/fghuNd VTubeTools: Add the video ID number and build a new player to use on your site with features like loop, custom skin, play in HQ and more - http://bit.ly/fAk7qV61
  56. 56. Examples62
  57. 57. Keep the brand consistent63
  58. 58. Final example of power of video • And thinking outside the box!64
  59. 59. To sum up – why is YouTube so important?Video is powerful for the end users and the search engines: 1. Would you rather read a load of text or watch a video? 2. Can have a big impact on purchase decision 3. Enhances and protects reputation if you get it right 4. Massive impact on viral promotion for some brands 5. Search engines (especially Google) love video 6. A great differentiator from the competition65
  60. 60. Finally other resources..66
  61. 61. Social Media Strategy Guide Social Media Policy Social Media Do’s and Don’ts Social Media and PR On-line Reputation Management Measuring Social Integrated on-line Strategy67
  62. 62. Social Media – QuestionsWSI4BusinessSuccess : Pete Waller 68