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Social Media 101 for Business and Executives

  1. Social Media 101 A Tutorial for Executives
  2. What is social media? Social media is an umbrella term that defines that various activities that integrate technology, social interaction, and the construction of words, pictures, video and audio.* A social network is a group of people of that are members of a community for the purpose of connecting, learning and interacting within the context of a shared interest *
  3. What is social media?  Allows people to connect and form personal and business relationships  People are connecting with each other - not brands  The conversation is happening - with or without you!
  4. What is Social Media?  Blogs & Micro Blogs  Online Chat  RSS  Widgets  Social Networks  Social Bookmarks  Message Boards  Podcasts  Video Sharing Sites  Photo Sharing Sites  Virtual Worlds  Wikis
  5. Who uses Social Media? Social Networks and Blogs are now used MORE than Email:  Twitter = >5M users  Linked In = >40M Professionals  Facebook = > 200 million users  Facebook’s fastest growing demographic s are aged 35+
  6. What do they use it for?
  7. What are the benefits of Social Media?  Targeted increase of website traffic  Creating positive brand association  Growing brand awareness  Conversions and sales  Control of the search results  Business development  More loyal users  People prefer doing business with those they know!
  8. Recommendations & Suggested strategies How can Executives use Social Media?
  9. How can businesses use social media? Executive Positioning: Demonstrate thought leadership and become an expert Sales and Marketing: Post links to press releases, company news, relevant community news, speaking events Human Resources: Prescreen candidates on LinkedIn; foster better internal communications through internal communities Market Research: "Listen" and gain insight into trends or opportunities Community Relations: Raise awareness for community relations projects and corporate giving initiatives
  10. What are business uses for...? : Company profiles, groups, answers : Company pages, fan pages, groups, widgets : Micro blogging with 140 characters or less. Search and attract followers, send updates of value to your community : Video marketing, event marketing, fundraising opportunities, product demonstrations : Demonstrate thought leadership, create expert positioning, help connect with customers, generate media interest : Internal social network to identify employee issues, communicate news, build relationships
  11. Why Linked-in?  Recruiting  Expert positioning  Expand contacts  Get PR visibility  Reinforce business brand  Conduct market research  Integrates with Wordpress, slide share and RSS
  12. Why Facebook? Why Facebook?  Facebook fan pages & groups industry groups allow for easily sharing content  Paid Demographic targeting: Facebook ads  Distribute Company news instantly into your company “fans” news feed  Connect with media and other industry related groups  Set up corporate fundraising pages for charitable initiatives
  13. Why twitter?  Largest growing social media tool  Create your name @yourbusiness name (brand recognition)  Discover industry trends  Drive traffic to web site and create face-to-face networking opportunities (“tweet ups”)  Request instant feedback  Build connections & reach prospects
  14. Video, Presentation & Photo Sharing Why YouTube, SlideShare & Flickr?  Video is the #1 online activity among internet users  77%* of internet users watch video online - businesses can take advantage!  Use interactive media to promote  Presentations, speaking engagements and panels  Share videos and photos of recent community fundraisers and events to increase participation for next year  Use video and photos to promote product demos *Source: Media Post News, July 7, 2009
  15. Blogs Why a Blog?  Create thought leadership opportunities by positioning executives as experts  Shape the conversation - determine key messages and share company Point-of-view  Generate awareness for the "softer side" of a corporation  Generate leads and referrals  Attract media opportunities  Increase search engine ranking
  16. How to start a blog?
  17. Linking Your Content RSS
  18. RSS: Creating content RSS makes it easy to maintain social media HOW?  Integrate RSS Feeds into all social media platforms  Identify relevant RSS feeds to generate content for your blog, Facebook, Linked-in and twitter accounts.  Follow your competitors and important industry news
  19. Example RSS Feeds  Blogs and blog comments  Web site updates  Slideshare presentations  Photos through Flickr  Events through Google Calendar  Press Releases and current news  Twitter updates
  20. Next Steps How do we get started?
  21. How do we get started ? Do Your Homework:  Set clear, measurable objectives. Is your objective to:  Drive traffic to the website?  Raise money?  Raise awareness around a speaking engagement?  Target your audience: who, what, where?  Listen to the conversation  Follow on Twitter   Google Alerts  Set Guidelines
  22. How do we get started ? Execute  Setup accounts at Facebook, twitter, linked-in, YouTube, etc.  Reserve your names now - you can always use them later  Allocate appropriate resources - Networks need regular maintenance to keep them valuable  Create content worth talking about  Link blogs and other social media accounts to your website to ensure seamless integration
  23. Measurement  Google Analytics  Facebook fans  Twitter Followers  Comments on blog  Web traffic  Number of media outlets engaged  Employee engagement  Blog entries  Feedburner
  24. Tips for Social Media Success  Transparency & authenticity  Develop relationships & encourage the conversations  Try to add value to your industry and community  Connect with the influencers / help them find you  For maximum ROI: “Build communities” instead of “doing communications”
  25. Discussion Contact Rebecca Devine for more information : or 267-546-9009