Social Media For Business Part 1

By Elizabeth Sugar Boese
SucceedInEveryWay.com
October 2011
(c) 2011 by Elizabeth Sugar Boese. All Rights Reserved.
succeedInEveryWay.com 10/11/2011 1

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 Elizabeth Sugar Boese
 liz@succeedInEveryWay.com
 http://www.succeedInEveryWay.com
 Twitter: succeedNLP YouTube: seminarsOnSuccess
 Also find me on:
FaceBook, LinkedIn, SlideShare, del.icio.us, reddit, MySpace

 Entrepreneur: 4 businesses
 Computer Science instructor: 9 years
 Business Consultant: 5 years
 Current websites: 8
 World traveler – explored over 60 countries


 Top 10
Social
Networking
Sites & Forums
 Sept 2011
 US Market


52% of Social Networking Users Have
“Friended” or Become a “Fan”
of at least 1 Brand
(src: Microsoft)

 Reasons For Having Brands As Friends…
 29% Notice of events, sales, or exclusive offers
 28% Recommended by a friend
 23% Want to associate with them
 23% Discounts, coupons, free samples
 11% Want to support them


 Twitter processed 2.64 billion tweets August 2010,
an increase of 33% over May.
 Facebook accounts for 54% of page views of the
top 100 websites on the Internet.


 Market research
 Customers likes/dislikes
 Competition
 Business connections “yellow
 Find employees pages on
 Find colleagues steroids” –
David Teten,
 Knowledge sharing Fast Company
 Branding
 Build relationships
 More accessible to customers/clients
 Get name out there
 Rise in search engine rankings
 Improve traffic
 People trust other peoples‟ recommendations
 “Free”

 46% Social networks keep them on top
of trends and what‟s new

 40% They discover brands and products
they really like through social
networking
“I think the biggest
contributing factor to the
Social Media success story will
be COMPANY CULTURE. Social
Media is about building a
culture of collaboration,
authenticity, trust, openness
and innovation.” - Nitin Gupta

Image courtesy of Dimitri Castrique


 24% more radical innovators
were executives participating in Social Networking
(William Baker, San Diego State University study)

 Out of 1,600 executives
 Hire right people
 Market product better


“ Social networks make viral marketing and
word-of-mouth marketing much easier than
before.

The best use out of social networks is
not to make money „directly‟ off them,
but to harness their marketing potential
and to use them to market your own business.”
–theEcommerceSolution.com

Image courtesy of Sanja Gjenero


 If you build it…
Will they come?

Photo by: Gabriella Fabbri


 Yesterday‟s Marketing: 4 P‟s
 Product
 Price
 Place
 Promotion

 Today‟s Marketing: 4 C‟s
 Content (education, relevant, user-generated)
 Context (aggregated and filtered)
 Connections (with people, products, and brands)
 Community


 Definition:
 Group of people

 Share interests/activities

 Connected online

Photo by: www.rodolfoclix.com.br


 Viral: spreading across the Internet.
 Instant messaging: sending a text or pic/video to someone else
currently online.
 Chat: open dialog of instant messages between two people currently
online.
 Blogs: short for Web Log – personal or professional articles.
 Micro-blogging: short blogs (e.g. status updates, Twitter).
 RSS feeds: Method for receiving new blogs to your reader as soon as
they are posted. Atom feed: One form of RSS feed.
 OpenID: shared user ID and password among various sites that
utilize one authentication service.
 Podcast: Audio blog.
 SEO: Search engine optimization.
 Tagging: categorizing for everyone‟s ease of finding (bookmarking
sites, photos, notes)


 Social media does not replace your traditional
website.

 People are talking about you in social media
 Join the chat, help direct it
“Like me –
Know me –
Trust me –
Pay me.” –
Joel Comm


 Top 5
for business
1. FaceBook
2. Blogs
3. Twitter
4. LinkedIn
5. YouTube
(or SlideShare)


 There are TONS of social networking sites
 Networking
 Social: FaceBook, MySpace, Hi5, Friendster, Orkut, Bebo, Tribe
 Business: LinkedIn, Ryze
 Blogging
 Twitter
 Blogger, WordPress, Xanga
 Bookmarking
 Del.icio.us, Reddit
 Media
 Documents: SlideShare, Google Docs
 Video: YouTube
 Images: Flickr
 Reviews
 Yelp
 Articles
 E-zine Articles, Reddit
 Others
 Internet radio, podcasts


 You‟ll notice a lot of the same benefits across
the various categories
 Branding
 Relationship building
 “Free” advertising
 Become a recognized expert
 Monitor your competition
 Ranked in search engines
 Direct the conversation


 Non-financial benefits
 Visitors to: website, brick & mortar store
 Blog posts: positive, negative, objective
 Word of mouth: positive, negative, objective
 Links: from websites, as “friend”/”follower”
 Coupons: digitally distributed, shared
 Search results: top of list

May lead to sales and financial ROI


 Does it work?
 Conflicting studies
 Long-term gains vs. short-term gains
 Time-consuming
 Extra spam received
 Non face-to-face
communication
 Handle negative
comments


 Establish a baseline % growth annually
 $ sales
 # transactions 6.3% growth 9.5% growth
 # unique customers
 # new customers
 Customer service
satisfaction
 Write plan & goals
 Compare to
growth with social media efforts
 Continual time
# of friends/followers not necessarily
 Event-based
valid – e.g., easy to inflate with fake
 Quarterly users. Be careful if you hire an agency
 Annually that guarantees you X # followers!


 Who is your audience
 Where are they?
 What do they like?
 Reading articles
 Watching videos
 Quick updates
 Keeping abreast of the most current
products/services/courses/etc.

Photo by: Peter Suneson


 What role will you play?
 Listener
 Eavesdropper
 Market research
 Aggregator
 Filterer
 Writer
 Answerer
 Connector
 Producer


1. Goals – what do you want to achieve?
2. Audience
 Who are they?
 Where are they?
 What type of interaction do they want from you?
Does it match with what you want to offer?
3. Accounts
 Set up social media accounts
4. Personality
 Have one
 Keep it real
5. Update frequently (use automation tools)


 Depends on your product or service


 Have your customers provide your content
 Contests
 Coupons
 Offer incentives – discounts for loyal customers
who participate, recognition at events, links to their
own sites from your business site

It‟s like a
cocktail party,
where it‟s easier
to listen in to
any
conversation.


“I don’t want companies to advertise to me.
I want them to be my friend.” — Rob, 27, Los Angeles


 General guidelines for all social media
 Follow net etiquette
 All upper case letters = yelling
 Do not slander/flame others
 Go for solutions, not attacks
 Keep it real
 Be you. Personality is important. Have one.
 Don‟t cheat the system – anything you do will be found
out.
 Be a good role model. Remember, people talk. Guide their
conversations.
 What you say will live on forever
(Way Back Machine at archive.org)
 Track your ROI. Google Analytics, track sales/customers.


 Post frequently but not too much. Find what‟s right
for your field. People can “hide” your posts or un-
follow you.
 Track your ROI. Google Analytics, finances,
customers


TwitterFeed
feeds blogs to
Twitter
automatically.

FaceBook has
options to
automatically
update from
blogs/Twitter.


 Time-block social networking time.
 Use tools to schedule posts in advance
 Determine your strategy/goals.
 Play with a bunch, select a few.
 You can‟t be on every site – there‟s too many.
 Use clients/customers content (and reward
them).
 Turn off email notifications
 Avoid excessive emails about views, subscribers


 Mashable.com : Social Media guide with how-to section

 Look for Part 2 in this series on Social Networking for businesses

 Articles
 “The Business of Social Networks”
http://www.youtube.com/watch?v=ef98Q623pn8
 “List of 50 Social sites for businesses”
http://www.insidecrm.com/features/50-social-sites-012808/
 “Social Media in Plain English”
http://www.youtube.com/watch?v=MpIOClX1jPE
 “How Twitter will change the way we live” Time magazine. June 2009.
http://www.time.com/time/business/article/0,8599,1902604,00.html
 “20 Social Networking Sites for Business Professionals”
http://www.sitepoint.com/blogs/2009/07/28/social-networking-sites-
for-business/


 Contact: Liz Boese
 liz@succeedInEveryWay.com
 http://www.succeedInEveryWay.com
 Twitter: succeedNLP YouTube: seminarsOnSuccess
 Also find me on:
FaceBook, LinkedIn, SlideShare, del.icio.us, reddit, MySpace

 Available
 Seminars
 Workshops
 One-on-one instruction
 Initial setup on social media sites
 Ongoing content on social media sites


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