Social media for small and medium business - a small subset of the one day courses I run for Government and Industry roadshows to small to medium size businesses.
3. Social Media Social Networks
Laurel Papworth
•slides at http://slideshare.net/silkcharm
•delicious http://delicious.com/lpapworth/
sep2010
•blog at http://laurelpapworth.com
•email laurel@laurelpapworth.com
•phone +61 (0)432 684992
•Twitter @SilkCharm
•iTunes Social Media Business podcast
reference
laurelpapworth.com
5. Social Media Social Networks
http://laurelpapworth.com/courses
laurelpapworth.com
6. Social Media Social Networks
10 mins
Opening Exercise
Exercise
Table selects a Tribe Name
Make a list of social media questions - at least 5
Tribe chooses one of the questions
Tweet that question using #Tag (on table)
laurelpapworth.com
7. Social Media Social Networks
15 mins
Online Communities
Social Media Guidelines and Legal Concerns
laurelpapworth.com
9. Social Media Social Networks
email policies
use of internet at work
copyright and IP
archive of personal info
future and ex staff
holidays and private time
mobile phone policies
laurelpapworth.com
10. Social Media Social Networks
Topics or guidelines for discussion
* Standards of Integrity and Conduct
* Personal responsibility
* Confidential information
* Personal information
* Copyright and trademarks
* Conflicts of interest
* Be yourself
* Respect your colleagues and audience
* Be accurate
* Converse and give feedback
* Priority of regular work commitments
* Media inquiries
laurelpapworth.com
11. Social Media Social Networks
private opinion or
public defamation?
Invisible
Audience
laurelpapworth.com
13. Social Media Social Networks
10 mins
Guidelines Exercise
Exercise: Reasons for and against blocking social
media at the firewall.
Who has guidelines and how are they working
for them?
Tweet a Tribe concern
laurelpapworth.com
14. Social Media Social Networks
Social Media Campaigns
What is Twitter?
Brand Reputation in real time
Twitter Campaigns vs Strategies
Tactics - Conversation Diary, Steps
laurelpapworth.com
18. Social Media Social Networks
WHAT IS TWITTER?
Facebook Status Updates
- Testimonials
- Social Search
- Distribution of links RT/bit.ly
- Conversations @replies
- #tags turn everything into a #link
Breaking News, new Google, Marketing
Intelligence
laurelpapworth.com
24. Social Media Social Networks
Exercise
Who are your industry influencers?
Bloggers, Twitterers, Journoggers
laurelpapworth.com
25. Social Media Social Networks
15 mins
Social Ads
Facebook Ads
Twitter Social Spam
laurelpapworth.com
26. Social Media Social Networks
Return on Investment for Marketing Dollar
•Loyalty ROI: Online community participants
visit a site 9x more often and stay 5x as long
(Source: McKinsey)
•Brand ROI: 4x un-aided brand recall vs a
search engine (Source: NFO)
•Acquisition ROI: Attract customers at $0-10
vs. $10-$400 per customer acquisition in
traditional marketing venues
•Support ROI: Community support services are
5x-10x more cost effective than phone support
•Offline - 20.3% of online community members
Liveworld
laurelpapworth.com
32. Social Media Social Networks
15 mins
Social Measurement
Facebook Insights
What to Measure
laurelpapworth.com
33. Social Media Social Networks
Measure
• Reach - how many people saw your stuff?
• Exposure -how many people read conversations?
• Velocity - how fast did it move through networks?
• Sentiment - how (un)popular was your brand?
• Adapt - recommendation value
• Ecosystem - developers
laurelpapworth.com
39. Social Media Social Networks
Laurel Papworth
•slides at http://slideshare.net/silkcharm
•delicious http://delicious.com/lpapworth/
sep2010
•blog at http://laurelpapworth.com
•email laurel@laurelpapworth.com
•phone +61 (0)432 684992
•Twitter @SilkCharm
•iTunes Social Media Business podcast
reference
laurelpapworth.com