Demystifying Social Media for Small Businesses

1. Social MediaA Starting Point Demystifying Social Media for your Business

2. Learning Objectives Definitions: Social Media and Attraction Marketing Privacy? Is there any on Social Media? Popular Tools: Twitter, LinkedIn, Facebook, YouTube, blogging 6Tips to use Social Media effectively (and what not to do) © Copyright 2003-2009– Linked Into Business - All Rights Reserved 2 2 3/15/11 © LinkedIntoBusiness 2011

3. What is Social Media? A free tool: Providing user generated content 3 3/15/11 © LinkedIntoBusiness 2011

4. What is Social Media? A free tool: Providing user generated content Which widens your sphere of connections and influence 4 3/15/11 © LinkedIntoBusiness 2011

5. What is Social Media? A free tool: Providing user generated content Which widens your sphere of connections and influence Allowing you to provide, share and receive information with a targeted audience 5 3/15/11 © LinkedIntoBusiness 2011

6. What is Social Media? A free tool: Providing user generated content Which widens your sphere of connections and influence Allowing you to provide, share and receive information with a targeted audience….OR the world 6 3/15/11 © LinkedIntoBusiness 2011

7. What is Social Media? A free tool: Providing user generated content Which widens your sphere of connections and influence Allowing you to provide, share and receive information with a targeted audience …..OR the world And allowing you to position yourself or your company as experts (SME) 7 3/15/11 © LinkedIntoBusiness 2011

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9. Attraction VS Push Marketing 3/15/11 © LinkedIntoBusiness 2011 9

10. User Generated = User Regulated (Social Media Safety) Attraction Marketing Demands: Transparency, Integrity, Authenticity 10 3/15/11 © LinkedIntoBusiness 2011

11. User Generated = User Regulated (Social Media Safety) Attraction Marketing Demands: Transparency, Integrity, Authenticity Immediacy 11 3/15/11 © LinkedIntoBusiness 2011

12. User Generated = User Regulated (Social Media Safety) Attraction Marketing Demands: Transparency, Integrity, Authenticity Immediacy Commitment 12 3/15/11 © LinkedIntoBusiness 2011

13. User Generated = User Regulated (Social Media Safety) Attraction Marketing Demands: Transparency, Integrity, Authenticity Immediacy Commitment Relationships 13 3/15/11 © LinkedIntoBusiness 2011

14. Key Factors of the Social MediaMovement Desire for connection 14 3/15/11 © LinkedIntoBusiness 2011

15. Key Factors of the Social MediaMovement Desire for connection Need to be heard 15 3/15/11 © LinkedIntoBusiness 2011

16. Key Factors of the Social MediaMovement Desire for connection Need to be heard Quest for authenticity 16 3/15/11 © LinkedIntoBusiness 2011

17. Key Factors of the Social MediaMovement Desire for connection Need to be heard Quest for authenticity Ease of use & low barriers to entry (Free! ) 17 3/15/11 © LinkedIntoBusiness 2011

18. Key Factors of the Social MediaMovement Desire for connection Need to be heard Quest for authenticity Ease of use & low barriers to entry (Free! ) Unprecedented access to information 18 3/15/11 © LinkedIntoBusiness 2011

19. Key Factors of the Social MediaMovement Desire for connection Need to be heard Quest for authenticity Ease of use & low barriers to entry (Free! ) Unprecedented access to information Ground Leveling Marketing potential 19 3/15/11 © LinkedIntoBusiness 2011

20. Some Social Media Stats Social Media Industry Marketing Report: www.socialmediaexaminer.com 65% of business are now using social media 56% are using social media for 6 hours or more each week, and nearly one in three invest 11 or more hours weekly. 3/15/11 © LinkedIntoBusiness 2011

21. SME Findings: 85% use social media to generate 63% use SM to increasing traffic 56% use SM to build new business partnerships Twitter, Facebook, LinkedIn and blogs were the top four social media tools used by marketers A significant 81% of marketers plan on increasing their use of blogs Only 14% of businesses are outsourcing any aspect of their social media marketing Average age? 39 55% are women 3/15/11 © LinkedIntoBusiness 2011 21

22. Still not Convinced? The ROI of Social Media 3/15/11 22

23. Today we’ll look at: 23 3/15/11 © LinkedIntoBusiness 2011

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25. Annual Income $0-30K 17% $30-60K 25% $60-100K 28% $100K + 30% Age 3-17 18% 18-34 45% 35-49 24% 50+ 14% Monthly Visits 358,190,621 Users 201,412,281 Gender Male 45% Female 55% 100% of Fortune 500 Companies Have Twitter Presence Education No College 49% College 38% Grad School 13% 3/15/11 © LinkedIntoBusiness 2011 25

26. What is Twitter? 140 character micro-blog Updater that is viewable in a lot more places A giant chat room where you choose who you follow, and who follows you Instant Messaging that is public, archived and searchable 3/15/11 26 © LinkedIntoBusiness 2011

27. Who Cares? The “Water-Cooler” of the 21st Century 3/15/11 © LinkedIntoBusiness 2011 27

28. Engage with Your Community It’s a conversation: What are people in your industry talking about? Get into the conversation with potential clients Showcase your expertise Create new relationships (and advocates) March 15, 2011 viveka@alwaysextraordinary.com @linkedinexpert 28 3/15/11 © LinkedIntoBusiness 2011 28

29. Twilert.com Twilert keeps track of all tweets that mention the things you are Interested in : Your Industry Your Company Name Your Name Your Product or Service 29 29 3/15/11 © LinkedIntoBusiness 2011

30. Twitter Tips: Connect Twitter is a place to learn, listen and then connect with people who can offer you work or advice. 3/15/11 © LinkedIntoBusiness 2011 30

31. Twitter Tips: Goals Be clear on what you have to offer, then be clear on your goals for using Twitter. This will keep you from wasting time! 3/15/11 © LinkedIntoBusiness 2011 31

32. Twitter Tips: Follow Influences Find out who the influences are in your industry and see if they are on Twitter. If they are, follow them. 3/15/11 © LinkedIntoBusiness 2011 32

33. Twitter Tips: Follow Locals Use Twitter.Grader.com and LocaFollow.com to find and follow the local Influencers in your State (or your target States) 3/15/11 © LinkedIntoBusiness 2011 33

34. Twitter Tips: Common Sense Don’t Tweet anything that you would not want to see on the front page of a newspaper or wildly famous website. Don’t tweet anything you wouldn’t want your Grandmother or Granddaughter to see 3/15/11 © LinkedIntoBusiness 2011 34

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36. Facebook Stats Over 600 million active personal profiles Over 100 million business pages Users spend an average of 700 billion minutes a month on Facebook (More people visit Facebook than Google!) 3/15/11 © LinkedIntoBusiness 2011 36

37. Your Clients? Some FACTS you need to know: Facebook’s 35-54 year old demographic segment increased 276.4% in the past 6 months 55+ age group showed a growth rate of 194.3% Millennials use Facebook more than Email… -- iStrategic Labs Statistical Report 3/15/11 © LinkedIntoBusiness 2011 37

38. Can Facebook Help with Marketing? BENEFITS: Branding and Top of Mind Awareness (TOMA) “Real Time” engagement with clients, employees, partners List research and building “Like” website integration Event / Product Promotion Expanded Reach 3/15/11 © LinkedIntoBusiness 2011 38

39. Engagement:Conversations – It’s a two-way street Share valuable, useful, helpful content Comment and “Like” often (do unto others and the “Top News”) Promote others Share of yourself (Personal VS Private) 3/15/11 © LinkedIntoBusiness 2011 39

40. Promote Industry information feed (Blog/Notes) Video and Photos Share your products and services Contests Testimonials Good News Remember the 80/20 rule! 3/15/11 © LinkedIntoBusiness 2011 40

41. Your Concerns Addressed 3/15/11 © LinkedIntoBusiness 2011 41

42. How Secure is Facebook? 3/15/11 © LinkedIntoBusiness 2011 42

43. Who Has Access to My Profile? 3/15/11 © LinkedIntoBusiness 2011 43

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46. A new member joins LinkedIn approximately every second, half are outside the U.S.

47. Executives from all Fortune 500 companies are LinkedIn members.45 © Copyright 2003-2009– Linked Into Business - All Rights Reserved 3/15/11 © LinkedIntoBusiness 2011

49. Average Age – 41 yrs.

50. 47% are “Decision-makers”

51. Average income – 109K46 3/15/11 © LinkedIntoBusiness 2011 46

53. Has an unparalleled search engine (fields)47 © Copyright 2003-2009– Linked Into Business - All Rights Reserved 47 3/15/11 © LinkedIntoBusiness 2011

54. You are a record in the database The records are connected The connections form a network you can use 3/15/11 © LinkedIntoBusiness 2011 48

56. Share your knowledge (groups and answers)

57. Search for employees

58. Research clients

59. Research competitors

60. Create strategic partnerships3/15/11 © LinkedIntoBusiness 2011 49

61. Some Specific Actions to Take Know your brand – know your keywords Why You? (Expertise, Industry, Niche?) Connect to people you know and some LIONs Create Your Profile in a Word Document 50 WHY? The clearer you are on your brand, the better you represent yourself, the more employers you will attract 3/15/11 © LinkedIntoBusiness 2011

63. Job Title

64. Offers

65. Services

66. Ideal ClientWHY? Get found to get hired. 3/15/11 © LinkedIntoBusiness 2011

67. Building Relationships Use “Advanced Search” for Strategic Connecting LinkedIn’s Connection Tools Join Groups (and reverse engineering) TopLinked.com (Open Networkers Only) 52 WHY? You’re only as visible as the size of your network 3/15/11 © LinkedIntoBusiness 2011

68. 53 “Old Fashioned” Etiquette Be Courteous Be Relevant Be Responsive Email Pick up the phone Help someone out! WHY? Because it’s still a SOCIAL network 53 3/15/11 © LinkedIntoBusiness 2011

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70. YouTube 3/15/11 © LinkedIntoBusiness 2011 55

71. How can you best use video? Make your title count Provide excellent content Include your URL in your video and in your description Take advantage of video’s branding opportunities (See local Rob Smith with RobAdvertising for more) A great video on – using video 56 3/15/11 © LinkedIntoBusiness 2011

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73. An inexpensive way of creating a website Increase your SEO Do away with Content Management charges Share dynamic and valuable information Increase click thru and grow lists Higher Google ratings (get found!) 58 3/15/11 © LinkedIntoBusiness 2011

74. 59 EASY: Posterous.com 3/15/11 © LinkedIntoBusiness 2011

75. 60 Best, but Trickier: Wordpress 3/15/11 © LinkedIntoBusiness 2011

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77. Do a little bit everyday to stay in touch (can be 15 mins) Keep everyone you know in the loop (email and SM) Don’t count anyone out as unuseful&be open to new contacts (You don’t know who you don’t know who might be your next client.) Engage your employees Have a Social Media Policy Have a Social Media “Style Sheet” 62 3/15/11 © LinkedIntoBusiness 2011

78. Some Resources for You Copy of this presentation: http://slidesha.re/LCWCsocialmedia (Password: LCWC2011) Free LinkedIn for B2B eBook: http://slidesha.re/b2bebook Excellent Websites for more Social Media: http://LinkedIntoBusiness.com http://Mashable.com http://SocialMediaExaminer.com http://blog.hubspot.com/ 3/15/11 © LinkedIntoBusiness 2011 63

79. Contact Me Please feel free to invite me to connect: Viveka@LinkedIntoBusiness.com www.linkedin.com/in/linkedinexpert Tweet me @LinkedInExpert Call me at: (970) 481-8916 Facebook me at: www.facebook.com/viveka.vonrosen Check out my website: http://LinkedintoBusiness.com 64 3/15/11 © LinkedIntoBusiness 2011