Definition of social media, how to get started, the big picture of social media, key questions to plan your strategy

1. What Can
Social Media
Do For You?
By Dina Lima
Green Home Educator & Social Media Marketing Consultant
www.LivingGreenInstitute.com • www.DinaLima.com
LOGO

2. Who is Driving Social Media?
“Our head of social media
is the customer.”
–McDonald’s
LOGO

3. Objectives
1. The Big Buzz
2. What is Social Media
3. The Big Picture
4. How to Use Social Media
5. Planning Your Strategy
LOGO

4. The Big Buzz
2010 Social Media Marketing Industry
Report
Benefits Reported:
85% - generated exposure for their
business
63% - increased their traffic,
subscriptions or opt-in list
56% - resulted in new business
partnerships
LOGO

5. The Big Buzz
2010 Social Media Marketing Industry
Report
Benefits Reported
54% - helped them raise their search
rankings
52% - generated qualified leads
48% - helped them sell their products
or services and reduce their
marketing expenses
LOGO

6. The Big Buzz
2010 Social Media Marketing Industry
Report
Tools Used
Twitter 88%
Facebook 87%
LinkedIn 78%
Blogs 70%
YouTube or other video 46%
LOGO

7. The Big Buzz
Twitter
Nearly 75,000,000 people visited
Twitter.com in Jan. 2010 worldwide
(comScore)
23,500,000 visitors in the U.S.
(Compete)
Approximately 50 million tweets are
sent a day (Twitter.com)
LOGO

8. The Big Buzz
Facebook.com
Has over 400 million active users
50% of active users log on to
Facebook in any given day
More than 35 million users update
their status each day
More than 60 million status updates
posted each day LOGO

9. The Big Buzz
Facebook.com
More than 5 billion pieces of content
shared each week (web links, news stories,
blog posts, notes, photo albums and the like)
More than 3.5 million events created
each month
More than 3 million active Pages on
Facebook
LOGO

10. The Big Buzz
Facebook.com
More than 1.5 million local businesses
have active Pages on Facebook
More than 20 million people become
fans of Pages each day
More than 5.3 billion fans created by
Pages
LOGO

11. The Big Buzz
LinkedIn
Is your online resumé and
professional connections tool
Has over 70 million members
A new member joins every second
Great tool used for potential hires
LOGO

12. What is Social Media?
“Social Media is about sociology and
psychology more than technology.”
–Brian Solis, Principal of FutureWorks
LOGO

13. What is Social Media?
It is about Connecting with your
audience
It is about Listening to what they are
saying so that you can provide tips,
advice, and solutions
It is about building Relationships with
your audience, colleagues, business
partners, suppliers, providers
LOGO

14. Strategic Approach to Social Media
LISTEN to what your customer wants,
likes or dislikes, and observe how you
can meet those demands
ENGAGE in conversations with your
target audience and be resourceful
PARTICIPATE in building relationships
with your current and future
customers
LOGO

15. Social Media Tools
Internet- and mobile-based tools
facilitate sharing and discussing
information among people
It’s a complete strategy that includes
using effective tools:
 Your Blog
 Facebook
 Twitter
 YouTube (videos)
 Flickr (photos)
LOGO

16. Social Media Success
“Monitor, engage, and be transparent;
these have always been the keys to
success in the digital space.”
-Dallas Lawrence, Levick Strategic
Communications
LOGO

17. Web 1.0 vs. Web 2.0 design
Web 1.0
You have little/no control of your
website
Costly to make changes/updates
Web 2.0 (CMS systems)
Built with interaction in mind
Give you the control to manage your
website content (articles, photos, video, etc.)
Content Management Systems (CMS)
LOGO

18. Content Management Systems (CMS)
Open source systems
 Free; for its users by its users; access to
source code for enhancements
You have total control to manage the
content of your website
Blog component built-in
Examples
 WordPress, MovableType, Joomla, Drupal,
Mamboo…etc.
LOGO

19. Web 2.0 Websites and Blogs
Are powerful because they:
Are dynamic and interactive
Are quick to build and easy to manage
Give you full control to manage your
website content
LOGO

20. Web 2.0 Websites and Blogs
Are powerful because they:
Are loved by popular Search Engines
like Google
Help improve your rankings and SEO
Become the permanent base of
information for your audience
LOGO

21. Search Engine Optimization (SEO)
Post content relevant to keyword
searches for higher indexing
Score higher on organic search
results
Be easily found by customers
searching for your product/service
LOGO

22. SEO – Example of “organic” search
Out of
5,280,000
results, ranked
#3 and #5
LOGO

23. SEO – Example of “organic” search
Out of
778,000
results,
ranked #1
LOGO

24. SEO – Example of “organic” search
Paid
Searches
Organic
Search
Results
LOGO

25. Google’s Indexing Process
Ranks your web pages on relevance
of content to query search
Puts out most relevant/reliable
results FIRST
LOGO

26. Google’s Query Process
This is the secret
as to why the
Google searches
only take fractions
of a second
LOGO
http://www.googleguide.com/google_works.html

27. The Big Picture of Social Media
Text 3
LOGO

28. The Big Picture: Your Blog
Establish your Blog as the permanent
base of information for your audience
Allow for comments on your blog
posts (will be positive and negative)
Reply to ALL comments
Maintain your professionalism when
responding to negative feedback
LOGO

29. The Big Picture: Your Blog
LOGO

30. The Big Picture: Twitter
Excellent branding and customer
relationship management tool
Use it to build relationships with
people that can benefit your company
Announce events, specials
Reply to comments/concerns/praise
LOGO

31. The Big Picture: Twitter
Inform
Your
Audience
LOGO

32. The Big Picture: Twitter
Announce
Special
Sales
LOGO

33. The Big Picture: Facebook
Excellent branding and customer
relationship management tool
Fans can comment or “like”
Allows for more flexibility to post
events, video, photos, special deals
Setup your personal account and fan
page for business
LOGO

34. The Big Picture: Facebook
Fans
Post
Comments
LOGO

35. The Big Picture: Facebook
Fans
Help
Each other
LOGO

36. The Big Picture: Facebook
Use Facebook
to Advertise
Specials
LOGO

37. The Big Picture: LinkedIn
Your online profile and connection
tool with other professionals
Give and get recommendations
Tweet from within LinkedIn
Display your WordPress latest blogs
Use “LinkedIn Answers”
LOGO

38. The Big Picture: LinkedIn
Complete your profile
100%
Request
recommendations
Include your websites
and Twitter links
Assign your name for a
direct link to your
profile
LOGO

39. The Big Picture: LinkedIn
Tweet from
LinkeIn
Share your
tweets with
your LinkedIn
network
LOGO

40. The Big Picture: LinkedIn
Notice SEO
Strategy
In my
“tagline”
Enrich your
tagline with
relevant
keywords
LOGO

41. The Big Picture: LinkedIn
Use “LinkedIn
Answers” to get
feedback, tips,
opinions
Participate in
answering questions
to showcase your
expertise
A good way to do
surveys and get
help or feedback
from your network
LOGO

42. The Big Picture: LinkedIn
You will be
surprised to get
feedback from
people outside
your network
Don’t forget to
reply with a
“thank you”
LOGO

43. Planning your Social Media Strategy
“Social media is just a buzzword until
you come up with a plan.”
–Unknown
LOGO

44. Integrated Approach
Social Media Success
Research Plan Engage Measure
LOGO

45. Planning your Social Media Strategy
Social media requires
 Commitment
 Consistency
 Customer service skills
 People skills
 Maintenance
 Planning
LOGO

46. Planning your Social Media Strategy
Question #1
What do you hope to gain from your
social media presence?
 Identify objectives
 Set specific goals
LOGO

47. Planning your Social Media Strategy
Question #2
Do you know how your customers
want to engage with you?
 Find out by researching your audience
 Use methods that resonate with your audience
 Which communities should you join – Twitter,
Facebook, other?
LOGO

48. Planning your Social Media Strategy
Question #3
Which existing staff members are
best qualified to support the effort?
 Initiate the conversation with your audience?
 Engage in conversation and provide tips,
advice, solutions to questions/comments?
 Educate your current and future customers
about your products/services?
 Generate enthusiasm about your what you
offer your target market?
LOGO

49. Planning your Social Media Strategy
Question #4
How much will you budget for the
effort?
 Interactive tools are free to use
 But they require time and energy
 In business time = money
 Prepare for expenses to maximize the use of
social media marketing tools
 If properly planned, you can enjoy great
savings
LOGO

50. Planning your Social Media Strategy
Question #5
What is your plan for integration?
 Complement your current marketing program
 Be consistent across all platforms
 How will your current public relations and
marketing programs be involved with your
social media efforts
 Maintain programs in sync
LOGO

51. Planning your Social Media Strategy
Question #6
How will you measure your success or
failure?
 Increase in number of followers/fans?
 Increase in website traffic?
 Positive/increased feedback?
 Referrals?
 Revenue growth?
 Mentions on other sites?
LOGO

52. Planning your Social Media Strategy
Question #7
If you Google your name or company
name right now, would you be happy
with the results?
 Do you have a blog?
 Is your LinkedIn profile 100% complete?
 Do you have your Facebook personal page and
Fan Page and are you engaged?
 Do you have your Twitter account?
 Do you have your Google Profile complete?
LOGO

53. So What Can Social Media Do for You?
Greater exposure
Increased traffic to your website
New business relationships
Raised search rankings
Qualified leads
Increased business
Reduced marketing expenses
LOGO

54. My Services
Website Development
 WordPress, includes logo and Blog component,
SEO/SMO optimization, Google-friendly, training
 Company pages: about, gallery, contact, video
Social Media Setup
 Twitter, Facebook, LinkedIn, YouTube, Flickr,
RSS feed, TwitterFeed, Nutshell Mail, Google
Analytics
 Link all social media to your website/blog
Monthly Service
 Write blog posts, manage social media, SEO
monthly reporting
LOGO

55. Consulting, Webinars, Training
Dina Lima
Dina@LivingGreenInstitute.com
www.DinaLima.com
Twitter: @DinaELima
www.linkedin.com/in/dinalima
www.facebook.com/dinalima1
LOGO