1.
Social Media Training
for OSEA Invercargill

2.
What are social media?
1. What are social media?
2. The main social media tools
3. How to use the tools for business (and pleasure)
4. Integrating Social Media into your marketing, sales, business development and
customer care teams

3.
What are social media?
• Social media are media for social interaction, using highly accessible and
scalable publishing techniques. Social media use web-based technologies to
turn communication into interactive, sharable dialogue.
• A group of Internet-based applications that build on the ideological and
technological foundations of Web 2.0, which allows the creation and exchange
of user-generated content.
• Businesses also refer to social media as consumer-generated media (CGM). A
common thread running through all definitions of social media is a blending of
technology and social interaction for the co-creation of value.

4.
Which means…
People who know people talk about things to each other and share interesting
gossip.
What’s new is..
• The overlapping circles
• Expanding networks of networks
• Discovering niches
• Easy access from web, email, phone
• It’s [mostly] free

5.
OMG..

6.
The main social media sites
For business you need to consider:
• Linked In www.linkedin.com
• Twitter www.twitter.com
• Facebook www.facebook.com
• Niche sites for your industry
Not all are suitable or appropriate

7.
Quick Test
Visit one of the major sites and search for:
• Your company
• Your top two competitors’
• The most famous person in your industry
Discuss

8.
Key engagement concepts
Social Actions Business Actions
• Like • Click
• Follow • Visit
• Retweet • Subscribe
• Blog post • Join
• Post a comment • Register
• Rate this • Take a survey
• Bookmark • Qualify a lead
• Recommend • Purchase

9.
What to use Social Media For
• Business development
— Lead generation, Webinars,
• Public Relations and Brand Awareness
— Webinars, virals, product launch
• Product Development
— Ideas for new products, research
• Talent Acquisition
— reduced agency fees, advertising, pre-selection of candidates, references
• Employee Communications
— Fewer emails, group discussions, disaster/recovery planning
• Shareholder Communications

10.
Social Media MUST support business goals
• Listen
• Participate
• Share Story
• Generate Buzz
• Build a community and social network

11.
Now What?
Discussion
• What should I say
• How should I say it
• Rules for ‘engaging’ online
• Pushy users
• Trolls

12.
Let’s set up a company page
• Directory information
• Personnel
• Services
• Recommendations
• Advanced tools
— Audiences
— Ad campaigns / offers
— Analytics

13.
Let’s set up a page
• Info (directory)
• Wall
• Fans
• Status updates
• RSS feeds
• Link back to your website
• Syndicate

14.
Let’s set up an account
• Choose a name
• Info (directory)
• Followers
• Following
• Status updates
• RSS feeds
• Widget on your website

15.
Things to remember
The social media platforms you choose to use must
• be used by your business’ target audience
• be a meaningful place for your brand to connect
• Remember slide 10

16.
Inflexion sensitive
I never said she stole my money – Someone else said it
I never said she stole my money – I didn’t ever say it
I never said she stole my money – I might have implied it
I never said she stole my money – I said someone took it
I never said she stole my money – She may have borrowed it
I never said she stole my money – It was someone else’s money
I never said she stole my money – she didn’t steal money
Jim Sterne, Target Marketing

17.
Implementing Social Media
Some areas to consider before roll-out
• How will social media impact corporate communications? Sales?
• What software installations will IT allow?
• Who will monitor activity? How?
• Set standards and procedures – what can be said, by whom, when
• How will you educate / recruit colleagues?

18.
Tools for Monitoring
Everything
• Postling www.postling.com
• SyncApse http://syncapse.com
• Hubspot www.hubspot.com
Twitter
• Hootsuite www.hootsuite.com
• TweetDeck www.tweetdeck.com
• CoTweet www.cotweet.com
• Seesmic http://seesmic.com
Mobile
• Hootsuite app
• Tweetfire app
• Tweetdeck app
• Facebook app
• Linked In app

19.
Other things you can do
• Measure engagement
• Advertise using social rules
• Complaints handling
• Ask advice
• Apologise
• Publish your annual results
• #b2bchat Thursdays http://twitter.com/b2b_chat

20.
Sources of ‘stories’
• Social news / aggregators: Friendfeed, Digg, diigo
• Social Networks: Facebook, Linked In, Twitter
• User-generated content: Flickr, YouTube, slideshare, blogs
• RSS = really simple syndication- Feedblitz
• Learn how to use an RSS reader

21.
Questions
• Feedback
• Poll
• Meetup
• What next?