1. An introduction to Social
Media for Small Businesses
Presentation Delivered to:
Eugene, OR

2. An Introduction to Social Media
Reaching out as a small business
Caroline Cummings
carolineineugene@gmail.com

3. Ubiquitous

5. The Evolution of the Web…
Web 1.0 Web 2.0 Web 3.0
get noise make noise filter noise
• read content • user generated • contextual info
• paid content • interactivity/sharing • less clutter
• move to digital • connectivity • ads as content
• static sites • pull content/free • …TBD…
• push content • social networking
• eCommerce • streaming audio
• streaming video

6. What is Social Media?
Social media supports the human
need for social interaction, using
Internet- and web-based
technologies to transform
broadcast media monologues
(one to many) into social media
dialogues (many to many).
social interaction pictures
audio
technology
-- build shared meaning --
words video

7. New Buzz
changing the game!
“The customer is now a collaborator”
“One person can make change – quickly!”
“Traditional TV attracts watchers, online video
(and sites like Hulu) attracts users”
“Forget ‘campaign’ – think ‘content’”

8. Examples of Social Media Tools
user generated Podcasting –
and monitored production and
encyclopedia distribution
video sharing/
presentation social networking/
sharing business networking
blogging tools photo sharing
social news /
microblogging social bookmarking
sites

9. Differs from Traditional Media?
…depends on interactions
between people as the
discussion and integration
of words building shared
meaning.
…it’s not finite…
technology
is
the
conduit
Source: Wikipedia

10. For Brand Survival…
Traditional Media Social Media
Customer Collaborator
Talk to Talk with
Selling Sharing
Voice = Company Voice = Citizen
More expensive
Prof media outlets
VS Less expensive
User generated content
Push marketing Pull marketing
Broader market Targeted markets
Static content Evolving content
Short lived Long life
One-sided Multiple opinions

11. http://bit.ly/ComcastGuy
Power of Social Media…

12. Ubiquitous

13. It’s import to listen online….
• Monitor
• Learn
• Compare
• Respond
www.google.com/alerts

14. Listen and respond…
“Nice to see a
large
company
listening.”
www.twilert.com

15. Citizen
Marketers

16. A New Breed of Marketers
Citizen Marketers
Customer evangelists who generate media
(primarily online) on behalf of products, services,
companies, or people who generate inspiration.

17. Building
Your Online
Community

18. 1%

19. Tips for Gaining Citizen Marketers
• Set the tone with 10
• Reward them for promoting you (not with/$)
• Be VERY transparent – must be authentic! Treat
them like Kings & Queens
• Provide them with a tool kit
– share goals, widgets, discount codes, product samples…
• Be attentive to their needs (respond quickly)
• Treat them as part of your Team
• ALIRT: Ask – Listen – Implement – Respond -
Thank

20. Help people share how cool you are!

21. Another social networking site??!!
http://bit.ly/Hyatt-GooglePlus

22. 16 days to 10M users!
Ov
er
2
ye
ar
s

23. Why social
media is
important?

24. Deepen Brand Relationships Via Social Media
• 93% say a company
should have presence in
social media
• 85% say a company
Will should use it to interact
Work w/them
4
Free!
• Almost 60% of Americans
interact with a brand on a
social media site
• 56% feel a stronger
connection to brands when
Sept 08
use social media
strategy and communications agency

25. Why Important?
• Monitor your brand and reputation online
• Monitor others brands/reputations
• Interact with your consumers
– Transparency is paramount!
• Expand your reach
• Track ROI better
• Because the Internet is where exchange
happens!

26. bit.ly/Time-Spent-Online-infographic Source: Go-Golf.com

27. How do I
measure it?

28. Free tools for measuring social media
• Technorati (# of links, authority)
• Del.icio.us, Digg (quality and type of coverage)
• Google Analytics (site statistics)
• Flickr (photo views)
• Bit.ly (tracking links)
• Feedburner (subscribers)
• Google Blog Search (what citizens are saying)
• Yahoo Pipes (manage RSS)
• Compete, Alexa (traffic)
• Quantcast (types of users, ratings, demographics)
• ….. So many more!

29. Trends…

30. Media Trends
• People have the power, not business
• Contextualized Internet experience (Web 3.0)
• Hyper-target marketing (1-1 marketing)
• Interactive viewing experiences (Hulu)
• Mobile technologies
• Ads as content
• Newspapers embracing Citizen Journalists
• Gaming and advertising
• Quality, not quantity (un-friending)
– Dilution of “Like” and “Follow”

31. Recommendations

32. Tips for getting your feet wet…
F ac e b o o k P ag e fo r yo u r b u s i n e s s
T w e e t. I f u s e c o m p an y lo g o as
p ro fi le p i c , i n d e s c ri p ti o n
m e n ti o n : tw e e ts b y @ i am c aro li n a
M U S T h ave a L i n k e d i n p ro fi le
C re ate p ro fi le fo r yo u r c o m p an y
B lo g ab o u t p as s i o n N O T p ro d u c ts

33. Why Linkedin?
• It’s expected!
• Repository for your online resume
• Solicit recommendations
• Recruit employees, contractors
• Get recruited
• Positioning (ask/answer questions)
• Expand your professional network (3 degrees)
• Engage with customers and industry experts
• Start and join groups relevant to your industry
• Good at Web 3.0 (send news specific to you)
• Integrate Twitter, Slideshare, etc…

34. Build your reputation…

35. Content Real Estate
#1 #2

36. Make a Plan!
research it
follow it
measure it
adjust it
….

37. Schedule time to engage, share and
respond – it’s a MUST!

38. o ok
b
de os
vi
videos
b lo g

39. Have Fun!
q&a
Caroline Cummings
carolineineugene@gmail.com