Cindy Leines, CEL Public Relations and Caroline Melberg, Small Business Mavericks, discuss how to get strategic about social media for your business.
(this can be downloaded with the creative commons license: http://creativecommons.org/licenses/by-nc-nd/3.0/)
1. GET STRATEGIC ABOUT
SOCIAL MEDIA
A collaboration of seasoned professionals from C.E.L. Public Relations and Small Business Mavericks.
2. collaborative partners
Cindy Leines
• PR Strategist
• Founder of C.E.L. in 1988
• Top 25 PR Firms in Twin Cities
• Twin West Entrepreneur of the Year 2011
3. collaborative partners
Caroline Melberg
• Strategic Social Media
• Search Engine Optimization
• Founder of Small Business Mavericks
• Finalist TwinWest Emerging Entrepreneur
4. collaborative partners
Shannon McDonough
• Shareholder at Fafinski Mark & Johnson PA
• Practices in the area of commercial,
employment, aviation, product liability &
personal injury
• Named a “Super Lawyer” every year since 2003
5. collaborative partners
Ernest (Pat) Shriver
• Shareholder at Fafinski Mark & Johnson PA
• Practices in the area of corporate, transactional
and intellectual property for small to medium
sized businesses
• Named a “Super Lawyer” every year since 2009
13. what is social media
Real time PR™
S - strategic While
O - open M - merging
C - communication E - entertainment,
I - increasing D - dialogue,
A - access I - interaction
L - to listeners A - of audiences.
18. should your company participate in social media
79% of Internet users have joined a
company’s online community to get more
information about that company.
71% of online community members say
they are more likely to purchase from a
brand they follow online.
19. should your company participate in social media
66% of online community members say the
online community has made them more
loyal to a brand.
63% of online community members say
they will recommend that brand to others.
20. should your company participate in social media
Business Benefits
78% of people surveyed
trust word-of-mouth referrals.
14% trust advertising.
- Forrester Research, 2009
22. generations differences in social media participation
Online Is Where
Your Audience Is At
89% of people looking to buy anything
— any product or service —
start with an Internet search.
- eMarketer
2005 .... 5% of all adults in America use social media daily
2011... 65% of all adults in America use social media daily
23. generations differences in social media participation
Baby Boomers
born between 1946 and 1964
- 32% use daily (+60% since 2010)
- 55+ biz use + 79% since 2010
- Facebook
- Sharing lessons, teaching
- Sharing pictures
- Networking
- Less Personal
- Filter = Iron Curtain
24. generations differences in social media participation
Generation X
born between 1961 to 1981
- 73% use daily (+58% since 2009)
- Twitter
- Sharing travel plans, pictures
- Asking for advice
- Sharing personal experiences
- Networking
- Filter = Colander
25. generations differences in social media participation
Generation Y
born between 1982 to 2000
- 96% use daily
- 71% = No meetings
- Digital natives
- Tumblr, Facebook
- Part of life
- Learning, Searching
- Asking Advice
- Very Personal
- Filter = Filter?
27. is your workplace culture “social media ready”
Measure Your Social Media Readiness
Customers
Hot
What are
you waiting
for?
Warm
Ready
Cold Not Ready
1-6 7-8 9-10
28. is your workplace culture “social media ready”
Measure Your Social Media Readiness
Employees
Hot What are
you waiting
for?
Warm Ready
Cold Not Ready
1-6 7-8 9-10
29. is your workplace culture “social media ready”
Measure Your Social Media Readiness
Positive Negative Positive Negative
NOT READY READY
30. is your workplace culture “social media ready”
Measure Your Social Media Readiness
31. is your workplace culture “social media ready”
Eliminate
wasted time.
Grow
your business.
Retain
your employees & customers.
33. creating your social media plan
What Are Your Goals &
Objectives?
Strategically integrated with your
other HR and marketing activities.
34. creating your social media plan
Success with Social Media
Listening
Participation
Building Relationships
35. creating your social media plan
Listening
What is being said online right now?
Blogsearch.Google.com
Google Alerts
Sentiment.com
36. creating your social media plan
Know YOUR Keywords
Consider multiple ways to express what you offer
Create a list of everything
Google Keyword Analyzer
(adwords.google.com/select/KeywordToolExternal)
37. creating your social media plan
Create your social media messaging
Using your list of keywords, create 20 messages
of varying length that describe:
• What you do
• Who you work with
• Your products
• Your services
• What makes you unique
• Special activites you have coming up
(put dates with these)
38. creating your social media plan
Know YOUR Audience!
50% of social media users access once
per day or more!
All major social media sites are indexed
by Google.
WHO do you want to reach?
39. creating your social media plan
Determine Which Sites and
What Tools are Best To Reach
Your Audience.
40. creating your social media plan
Know YOUR Audience!
Facebook = 60% Female
Twitter = 45+ Fastest Growing
Foursquare = 60% Male
LinkedIn = B2B Pro Networking
YouTube = 2nd Largest/Search
WHO do you want to reach?
41. creating your social media plan
Your plan to tie it all together & get it all done!
Other Blog
Foursquare
YouTube
Blog
Website
Twitter
Google Places
Facebook LinkedIn