Using Social Media to Promote YOUR Business

1. Using Social Mediato Promote YOUR Business

2. Introduction This PowerPoint Presentation will be available at Cornerstone Solutions Websitewww.CornerstoneSolutionsofNY.com

3. Agenda What is Social Media and Why is it important Five key Social Networks for your business Twitter Blogging LinkedIn Facebook YouTube Social Media tips for Your Business Case Study – 6 days for success Monitoring & Analytics Questions

4. Is This Your Business?

5. What is Social Media? Wikipedia: “Social Media are media for social interaction, using highly accessible and scalable communication techniques. Social media is the use of web-based and mobile technologies to turn communication into interactive dialogue.” Think . . . Business Cocktail Reception . . . Without constraints of time or space <ul><li>We meet people and start conversations

6. Ask questions – trust others’ advice

7. Answer questions – help others

8. Save business contacts as a resource for later</li></li></ul><li>Why You Should Care Quick 2 minute video May 2010 http://www.youtube.com/watch?v=mwmJ9CFBIks

9. Social Media not Social Marketing Social Media is NOT a marketing medium, it’s a conversation medium. When brands try to use it as a direct marketing medium, they fail. Social Media is NOT a fad, it is a fundamental shift in the way we communicate.

10. That being said . . . Rethinking Marketing Outbound Marketing <ul><li>Telemarketing

11. Trade shows

12. Print Ads

13. Radio / TV ads

14. Direct Mail

15. Fax blasts

16. Email blasts</li></ul>Inbound Marketing <ul><li>SEO / SEM

17. Blogging

18. Social Media

19. RSS

20. Free tools / trials

21. Viral videos

22. Engagement</li></ul>Permission Interruption

23. The Social Web

24. Sharing: How Social Networks Work Your Valuable Content

25. Some Social Media Features Sharing: Allows you to distribute content to your social networks in batches. Profiles: Allow you to position your expertise and qualifications to the social networks. The keywords in your profile(s) are vitally important. They have a strong impact on your search results. Pages: Allow you to create specific content based on interest. This helps when you want to build targeted campaigns. Groups: Allow you to engage with your potential clients based on their areas of interest. A great way to target specific markets for any campaign. Search: Allows you to find and rank for specific keywords. Keywords are indexed by the search engines. Messages: Allow you to privately engage with specific prospects with excellent response rates (typically 6% to 30% depending on message format and goal.) Events: Allow you to promote events and see attendees to create follow-up strategies. Helps to create the ‘viralness’ desired by having attendees also promote the event through sharing. Voting: Allows you to take the pulse of your market place, at little or no cost. Applications: A wide variety of applications exist to customize almost any aspect of your Social Media strategy.

26. What is Twitter? http://www.youtube.com/watch?v=ddO9idmax0o

27. Quick Look at the Basics <ul><li>140 characters

28. Concept of “Followers”

29. @name

30. # tags (hash tags)

31. Short URLs (http://bit.ly or http://ow.ly)

32. RT (Re-Tweets)

33. DM (direct message) – only to followers

34. Etiquette

35. Thank You is important.</li></li></ul><li>Twitter Uses <ul><li>Branding

36. Hiring

37. Traffic Building

38. Professional Networking

39. Publicity

40. News

41. Prospecting

42. Feedback

43. Peer relations

44. Competitive tracking

45. Search engine optimization

46. Mobile visibility</li></ul>$ <ul><li>Quick Communication

47. Distributing Content

48. Connecting

49. Promoting SM efforts

50. Real Time Search</li></li></ul><li>Don’t wait, just get started. <ul><li>Find people with Common interests and follow them.

51. Find businesses in your field and follow them.

52. If you want followers, decide what you want to give them.</li></li></ul><li>Twitter Tips & Tricks <ul><li>Follow key players in your industry

53. Read some of the posts daily

54. When you follow someone or they follow you, read their bio completely and maybe do a bit more searching

55. Twellow.com is “The Twitter of Yellow Pages.”

56. Select a good Twitter name, preferably business name

57. Connect your Twitter updates to your other Social Media accounts.

58. Search for more Tips & Tricks on the internet</li></li></ul><li>What is Blogging? http://www.youtube.com/watch?v=NN2I1pWXjXI

59. About Your Blog <ul><li>Pick the right tool – i.e. Wordpress

60. Get your own URL (www.TomBrownBlog.com)

61. Set up RSS (Rich Site Summary, a format for delivering regularly changing web content)

62. Write about WHAT YOU KNOW

63. Pick the Right headline or title

64. The Secret of . . .

65. Top 10 tips for . . .

66. The best way to . . .

67. A new way to . . .

68. Join in the conversation

69. Follow a few blogs yourself – Think industry magazines

70. Keep a schedule. Blog regularly. Once a week, Bi-monthly

71. Spend more time talking about the culture that SURROUNDS people that buy your products, instead of the product(s) itself.</li></li></ul><li>Blog Etiquette <ul><li>Attribute your sources (called Trackbacks). Hot links are great. Don’t copy someone else’s blog verbatim and attribute it as a source.

72. Allow comments. When you comment, stay relevant. You can disagree with the message without attacking the blogger. Don’t Spam

73. Respond to your commenters.

74. Only speak the truth. And beware what you speak. It is all searchable and permanent.

75. Check your facts, don’t just repost.

76. Keep it simple and short. 250 – 600 words is great.

77. Promote regularly on Twitter. Use hash tags.</li></li></ul><li>What is LinkedIn? http://www.youtube.com/watch?v=IzT3JVUGUzM

78. Quick Look at the Basics <ul><li>101 Million members

79. Targeted toward the business professional

80. Resume

81. Recommendations / Referrals

82. Connections

83. Expertise

84. Executive Level Search

85. Link to your company and blog</li></ul>Connecting with people you don’t know is not as important as connecting with people you NEED to know.

86. LinkedIn Personal Example

87. LinkedIn Business Example

88. LinkedIn Tips & Tricks <ul><li>Complete your ENTIRE profile, make it PUBLIC

89. Have a good profile picture

90. Start your connection collection with your Email addresses

91. Looked at your connections’ connections

92. Absolutely join groups (min 5), and be active in at least one

93. Get Your RECOMMENDATIONS

94. Ask questions to start conversations

95. Answer LinkedIn questions, it builds your credibility & leadership

96. Search for business profiles / pages, see if anyone is within your network already

97. Use Keywords in your status updates

98. It’s OK to ask for help from your contacts

99. Search for more Tips & Tricks on the internet</li></li></ul><li>Facebook!! <ul><li>690+ million users world wide

100. Average person is on Facebook :55 minutes per day

101. People spend over 700 billion minutes per month on Facebook

102. Average user has 130 friends

103. Over 900 million pages/groups/events/community pages

104. 70+ language translations available

105. Over 250 million active users access Facebook from a mobile device</li></li></ul><li>Optimizing Facebook <ul><li>A PROFILE is a personal page and must be held by a PERSON

106. Businesses should (must) use a PAGE or GROUP</li></ul>PAGES vs GROUPS PagesPrivacy: Page information and posts are public and generally available to everyone on Facebook. Audience: Anyone can like a Page to become connected with it and get News Feed updates. There is no limit to how many people can like a Page. Communication: Page admins can share posts under the Page’s name. Page posts appear in the News Feed of people who like the Page. Page admins can also create customized tabs for their Pages and check Page Insights to track the Page’s growth and activity. GroupsPrivacy: In addition to an open setting, more privacy settings are available for groups. In secret and closed groups, posts are only visible to group members. Audience: Group members must be approved or added by other members. When a group reaches a certain size, some features are limited. The most useful groups tend to be the ones you create with small groups of people you know. Communication: In groups, members receive notifications by default when any member posts in the group. Group members can participate in chats, upload photos to shared albums, collaborate on group docs, and invite all members to group events.

107. Facebook Tips <ul><li>Choose a good vanity URL. It can never be changed

108. Beware, Facebook blurs the line between personal and professional.

109. Audit your Facebook profile and security settings

110. Facebook can be used for more than connecting with friends or people you know from now or your past

111. Use the NOTE screen for more detailed stuff. You can write more and it stay’s on peoples screens a bit longer.

112. Use status updates as reminders during your job search

113. Post content 2-3 times per week.

114. When posting, use images as much as possible.

115. Anything posted, can and will be available on the internet forever.

116. Analyze & optimize using Facebook’s, Insight Tool.</li></li></ul><li>YouTube? YouTube is the largest worldwide video-sharing website which users can upload, share, view, comment, and rate videos. Created in February 2005. <ul><li>YouTube Statistics here, (http://www.youtube.com/t/press_statistics) & (http://www.reelseo.com/youtube-statistics/)

117. Google owns YouTube, so posted videos are almost immediately searchable and it improves your rankings .

118. Approximate 10% of your traffic will generate sales.

119. What is a Viral Video? (http://www.TomBrownBlog.com) </li></li></ul><li>YouTube Tips & Tricks. <ul><li>Create a YouTube account. Be sure you pick a business related username.

120. Create and customize your Channel. You channel is your Username and can NOT be changed

121. Create a video. Do NOT go too professional.

122. Have a gimmick. Be entertaining. “Will it Blend, 1:37” (http://www.youtube.com/watch?v=qg1ckCkm8Y)

123. Videos typically fall into three categories: Informational, Educational, Entertainment

124. Get your channel/video noticed

125. Participate in the YouTube community

126. Direct viewers to your website

127. Have a good script, keyword heavy

128. Invest in a decent microphone

129. Twitter/LinkedIn/Blog/Facebook

130. Use Tags - keywords

131. Remove offensive comments

132. Measure – YouTube has free analytics tools.</li></li></ul><li>SM tips for Your BusinessNo-Cost Marketing Ideas It is NOT “if you build it, they will come.” People must be lured or invited to your page. <ul><li>Create the event. Share it. Publicize it everywhere.

133. Add an in-store sign that says “Become a fan of Company Name on SM platforms

134. Prominently display your SM logos on your website

135. Add SM logos to all your printed marketing material, including Business Cards

136. Once you have fans, start offering promotions/incentives

137. Use free 2D barcodes

138. Email your existing email list

139. Occasional Blog about your Facebook page, Tweet about your video, etc. Cross promote.

140. Free search engine submission tools

141. Be active on a few Social Media forums.

142. Link or “Like” swapping

143. Embed Widgets on your website

144. Add to your Email signature block

145. Try some SM Apps

146. Get Fans to “Tag” photos

147. Load Videos and embed on your site

148. Run a Contest

149. Cross link to other SM platforms

150. Get fans to Join Via SMS (“32665 (FBOOK) fan username”

151. Add a link on your personal profile

152. Use Badges or Buttons

153. Share the Button

154. Google AdWords promos*</li></li></ul><li>SM Tips for Your BusinessPaid Advertising TIPS <ul><li>Set up campaign goals

155. Targeting demographics

156. Buy direct from Social Networks and not search engines

157. Set a budget

158. Run two or more ads simultaneously

159. Test CPM (cost per 1000 impressions) vs. CPC (cost per click bidding) to find best value

160. Monitor, track, analyze and optimize

161. Continually tweak

162. Use Facebook Ads

163. Google Advertising Programs (2 types)

164. Twitter Business Site

165. LinkedIn Direct Ads

166. Paid Discovery on StumbleUpon

167. Digg Ads

168. Mobile Advertising</li></li></ul><li>Case Study – Big Flats Community Days <ul><li>Big Flats Community Days had NO web presence

169. Cornerstone Solutions of NY was asked to create a Social Media campaign in six days.

170. Campaign included traditional media, creating website, manage Facebook profile, creating Facebook page, non-paid advertising, and paid Google AdWords campaign.

171. Website was purely informational for the first year. http://www.bigflatscommunitydays.com</li></li></ul><li>Metrics– Big Flats Community Days In 1 week, these are the results

172. Metrics– Big Flats Community Days In 1 week, these are the results

176. Metrics– Big Flats

178. Monitoring & Analytics There are multiple free tools to start <ul><li>Google Analytics (http://www.google.com/analytics/)

179. Google Alerts (http://www.google.com/alerts)

180. 10 free social media monitoring sites you should try (http://bit.ly/mJxd70)

181. 11 Leading Tools for Free Website Analytics (http://bit.ly/jP5Shr) </li></li></ul><li>Recap So, let’s recap the reasons why your business benefits from Social Media: <ul><li>Economical

182. Great additionalway to build relationships

183. Extends consumer reach beyond your local region

184. Aids word-of-mouth referrals

185. Easy to track – metrics!

186. New tools to build rapport

187. Builds up reputation

188. Lets you put your business face in front of more customers

189. Although using social media can be scary at first, once you realize the benefits, I bet you’ll wonder what took you so long!

190. Your customers are already there, it is time you joined them

191. To get you started, here are 10 reasons for participating in social media to benefit your business.</li></li></ul><li>Recap 10 (Business) Reasons to Participate in Social Media by Christine Whittemore 1. You demonstrate to potential customers that you are human and care about their world. 2. You bring to life an externally focused mindset. (See Retail Outward Not Inward: Time To Refocus.) 3. Social media allows you to bring to life your otherwise static brochure-like website with a dynamic presence. 4. You address in a public forum the questions and concerns your customers have about your products and services—which are being asked anyway without your participation. 5. You participate in the conversations taking place that relate to your business, products, industry … and have the opportunity to shape the agenda. 6. You manage your reputation. 7. You build a customer community 8. You direct prequalified prospects—with whom you’ve already established a relationship—to your website, so you can engage in business. 9. You build your digital visibility and online presence. 10. You remain relevant to customers. Whereas traditional advertising attempts to bypass the brain and go straight to the heart, social media addresses potential buyers’ needs for intellectual satisfaction with specific knowledge (i.e., content and context). The result: You build a business brand that customers not only feel is great, but know it is, too.

192. A Thought & Some Resources <ul><li>Study: Small business benefits most from Social Media

193. 10 Examples of B2B Facebook Pages</li></li></ul><li>Final Thoughts <ul><li>A successful Social Media presence for businesses is more than creating a presence on the Internet.

194. It requires a strategy fully integrated with your business goals, including your marketing plan, implementation, ongoing maintenance, monitoring, analyzing metrics & repeat.

195. Facebook OWNS the website and can make ANY change at ANY time. It should NOT replace your company website.

196. Connecting with people you don’t know is not as important as connecting with people you NEED to know.

197. “Once you start down this path, forever will it dominate your destiny.”</li></li></ul><li>Mark Twain Quote “The secret of getting ahead is getting started. The secret of getting started is breaking your complex overwhelming tasks into small manageable tasks, and then starting on the first one.” -Mark Twain

198. Welcome to the world ofSocialnomics “Social Media is overthrowing governments. You don’t think it’s gonna impact your business? You idiot!” -Gary Vaynerchuk, Author, “The Thank You Economy” 4:15http://www.youtube.com/watch?v=x0EnhXn5boM

199. Thank You & Questions Tom Brown Owner & Social Media Specialist

Using Social Media to Promote YOUR Business

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