Tips to Enhance Your Business Through Social Media - Overview: The Basics of Social Media, Communities vs Audiences, The L.E.A.R.N method, Leveraging Social Media for growth and cost reduction, and helpful tools
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Digitalsurgeons Social Media Seminar C C A T
1. Tips to Enhance Your Business
Through Social Media
Presented by: David Salinas & Peter Sena
principles of Digital Surgeons
2.
3. Overview
• The Basics
• Communities vs. Audiences
• The L.E.A.R.N method
• Leverage Social Media for growth and cost
reduction
• Some helpful tools
4. The Basics: What is Social Media?
• Websites, blogs, and social networks that
create a foundation for users to search,
connect and share information with one
another in a community
6. The Shift to Social Media
• Traditional media is what a brand wants to say
• Social Media is what consumers want to hear
7. Online communities own the web.
• 4 out of 5 top viewed websites are social
communities – Yahoo, Facebook, Youtube, Myspace
• YouTube has 10% of the total Internet traffic
• U.S Facebook monthly viewers over 100M+
• 100 million+ active blogs
“Opting out of the benefits that user-generated content
affords is no longer a healthy decision.”
Razorfish: Cultivating Effective User-Generated Content July 2009.
15. Locate
• Search for your
company and brand
• Read industry blogs
• Locate your audience
and see what the
influencers are saying
• Monitor Google Alerts,
brand and product
mentions
16. Engage
• Entertain
– Provide interesting content
• Teach
• Help
– Offer support
• Give
– Promotions, sweepstakes, coupons, gifts, can be virtual vs. tangible
17. Analyze
• What is the overall tone of the
responses you are receiving?"
• Positive vs. Negative"
• How are you going to handle
these responses?"
• Individual vs. Mass
Announcements
18. Respond
• Who’s going to do it?
• Uniformity guidelines
• Don’t just respond to
negative feedback
• Praise for positive feedback
• Remember: customer
feedback is public, so is your
response
• Customers are ultimately
promoters. How you respond
is how they will promote your
brand
19. Nurture
• Customer Service
• People are looking for a response and
answers to their questions
• Respond to feedback
20. Remember to SELL last!
• Selling first = spamming
i.e “Buy my product” or “visit my website”
• Turn happy people into promoters
• Empower users of your products/
services and cause people to interact
with each other
21. Ways to Leverage Social Media
• Promotion & Engagement
• Customer service
• Job recruitment
• Collaboration
22. Promotion"
Case Study: Edible Arrangements
• 100,000 new fans in
under 3 days
• Within 3 weeks over
167,000 fans
• Sales saw an
immediate rise (call
center, internet, and
in-store)
• Increased excitement
and engagement
around the products
23. Engagement"
Case Study: McDonalds
• McDonald’s did a
survey: fans are
interested in content.
• And they have
1,400,000+ of them.
• You need to earn the
right to participate in
customer communities
• Facebook, Twitter,
Microsites for
employees
24. Customer Service Case Study: JetBlue
• Customer Service
• 18 million Twitter users (2009)
• 1.4 million followers
• Staff of 6 that tweet
• Not full-service
• Information booth
• Don’t duplicate your efforts.
25. Customer Service Case Study: JetBlue
• FAQ is there for a reason!
• Volleyball game – push the ball back in their
court
• What remains “outside the norm” is where
you come in
• Be nimble, thorough, and responsive!
26. Job Recruitment"
Case Study: Digital Surgeons"
• Reducing Costs of Talent Acquisition
• Reduced time to fill position by expanding
reach
• Avoid high recruiting fees and incorrect fits
• Increased access to pipeline and talent
planning
• Identify culture and set the tone early
28. Listening & Monitoring Tools
– Customer reviews (Google Review, Yahoo Reviews)
– Google Alerts (News and Blog Search)
– Topsy
– Bit.ly and other URL shorteners
– Twitter Search – separate feeds for different search
strings /keywords
– Technorati Blog Search
– TweetBeep – a good backup to capture mentions of your
brand on Twitter
– SocialMention.com
– Icerocket.com
– Backtype – search among blog comments
– BoardTracker – search forums and bulletin boards
– Facebook Polls
• Realtime user feedback to questions
29. Key Takeaways
• 1) Listen 2) Engage 3) Sell
• Walk before you run
• Think outside the box. Social Media is not
“one size fits all”
• Different industries = different audiences =
different communication channels
• Be flexible and nimble: new trends are
around the corner