Tri-County Small Business Summit Social Media 101

www.SocialMediaDynamo.com
www.EQconsultantsgroup.com
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The Power of Social Media to
Market Your Business -
"Social Media 101”
Ricardo Guerrero
Founder & CEO, Stwittergy.com &
Elizabeth Quintanilla
www.eqconsultantsgroup.com
http://SlideShare.net/Stwittergy
http://SlideShare.net/EQuintanilla
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Agenda
– Introductions
– Social Media Landscape
– Twitter
– Facebook
– LinkedIn
– Questions

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Introduction

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Who?
Ricardo Guerrero (aka @ggroovin)
– Entrepreneur:
• SM strategy, implementation, &
coaching: Social Media Dynamo
• Founder: Stwittergy
– At Dell (10 years):
• Created most of Dell’s Twitter
accounts, incl. @DellOutlet
• > $6.5M revenue in 2.5 years
• See more at:
www.dell.com/twitter

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Stwittergy & Social Media Dynamo
Social Media Dynamo:
Not a “consultant,” but a Partner for SMBs
to develop a measurable, sustainable,
and effective social media presence
Stwittergy:
Helping Businesses use Twitter more
effectively by identifying Influencers
with whom to build relationships

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EQ
Who?

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Take A Risk –
Show some
Personality

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“If you don’t know HOW to
USE Social Media as a
Networking Tool,
Then
You are probably not very
marketable in the first
place…..”
- anonymous

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Be Seen – Don’t expect to be found!!

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Primary social network by country 2009
•Source (June 2009):
http://www.vincos.it/world-map-of-social-networks

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Most important social networks
For professionals
& companies:
• LinkedIn
For consumers:
• Facebook
• Twitter
• Others (regional)

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LinkedIn.com
• Social network for biz people/B2B
– Smaller than Twitter/Facebook, but good for:
• SEO, since Google follows links from LinkedIn
• Keep your personal presence separate from biz
• Can create groups & answer questions that can
bring visibility/leads

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Facebook.com
• Most popular social network
– Generally closed (not accessible outside of
Facebook), but pages are open
– Pages allow interaction among fans/likes
• Examples: Dell Outlet y Coca-Cola
* Fuente: http://www.techcrunch.com/2008/06/12/facebook-no-longer-
the-second-largest-social-network/

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Twitter.com
• Fastest growing soc. network (8x last yr)
– Open, viral, very “opt-in”, like a cocktail
– Simple but confusing, particular syntax/format
– More visibility among influencers than FB
• Examples: @Dell Outlet & @woot

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My Twitter story

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SXSW Interactive 2007
• Twitter was a TV with quirky little TXTs

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How I Got Started
• Created personal account: @ggroovin
• Only 2 friends; thought “waste of time”

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Reconsidering Twitter
• Apr. 2007 NYTimes article made point:
Twitter gives
you a “social
6th sense”
– by the end of
the article I
wondered…
could Twitter
be used
for marketing?

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Dell’s Twitter story

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The Start of @DellOutlet
• Challenge:
– No control of inventory, periodic “bubbles”
– To drive demand,
usually dropped
price
• Solution:
– Offer discounts
via Twitter
– Launched
June 2007

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@DellOutlet Results
• Surveys 1 & 6 months after launch:
– 25-30% didn’t know D.O. before Twitter!

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Other Dell Twitter Accounts
• Multiple Blogs/Community Sites:
– @Direct2Dell (1st Twitter acct, several langs),
@IdeaStorm, @DellDigitalLife, @Edu4U
• Dozens of “offers” accounts:
– @DellHomeUS, @DellSmBizOffers (U.S.)
+ Canada, Europe, AP, many Latin America
• 100s individual employees & growing:
– Generally folks tweeting for Dell include
“atDell” in their acct – like “@RicardoatDell”

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What’s the “right” way to use
Twitter (& Social Media)?

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Small & Large Biz Approach: MEBE™
• Monitor:
– Survey customer satisfaction
– “Poach” from competitors
– Find potential leads

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• Engage:
– Humanize brand
– Build interested audience

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• Brand:
– Satisfy audience wants/needs
– Add impressions of your brand

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• Empower Evangelists:
– Identify influencers & foster relationships with
them so they will increase your visibility!

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Small Biz Is ABOUT Relationships
• You compete with big brands
• Customers know you
personally
• Close connection to your
customers
• Your business DEPENDS
on that relationship…
• Social media is all about relationships…
• So, YOU have an advantage in social media!

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Examples of Small Biz
using Twitter

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Small Biz Use of Twitter: Case Study 1
• Humphry Slocombe (@humphryslocombe):
– Business type: Small Ice Creamery (SF, CA)
– Example of: Timely Announcements
100s of flavors; tweet when available
– Followers: >300K
– Quote:
“We started using Twitter just because
we have zero money for any kind of
dvertising or promotion whatsoever.
Our customers were asking, ‘How do
you keep us up to date on the different
flavors?’ Twitter was the perfect answer.”
-- Sean Vahey, co-owner

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• Palo Alto Software (@Timberry):
– Business type: Biz Software (Eugene, OR)
– Example: Promote Blog (thought leadership)
100s of flavors; tweet when available
– Followers: >6K
– Quote:
“The key thing is being interesting.
[pique interest and establish himself
as a trusted authority] If you’re just
selling, it doesn’t work. If somebody
starts selling, I stop following them.”
-- Tim Berry, president

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• Kiss My Bundt (@KissMyBundt):
– Business type: Bakery (Los Angeles, CA)
– Example of: Focus Group
Feedback on new recipe ideas & tastings
– Followers: >2.5K
– Quote:
“It’s great for getting input — they
become your sounding board. It’s
a way to break out of the business
owner’s bubble and get an
outsider’s perspective.”
-- Chrysta Wilson, owner

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Small Biz Use of Twitter: Sources
• NY Times Small Biz articles:
– Article on how Small Biz can use Twitter:
http://www.nytimes.com/2010/05/27/business/smallb
usiness/27sbiz.html?emc=eta1
– Some businesses using Twitter:
http://boss.blogs.nytimes.com/2010/05/26/11-
companies-to-follow-on-twitter/?ref=smallbusiness
• Radio Ink article:
– Twitter still growing & users better educated:
http://www.radioink.com/Article.asp?id=1788903&spi
d=24698

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Twitter or Facebook?

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Comparison: Facebook & Twitter
• > 500M users
• Closed system:
– No exporting info
– No viewing info w/o
creating account &
becoming “friends"
– Good for direct
relationships
(friends/family)
• > 160M users
• Open system:
– Can export (RSS)
– Info visible to
anyone (or private)
– Good for getting to
know & keeping up
with new
people/info/news/tr
ends

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Facebook & Twitter for Business
• For your current
customers:
– Create a FB “page”
– Allows you to
communicate w/ your
company’s “fans” who
know you & love you
– Fans can talk to each
other (but you must
watch for negative
comments!)
• For attracting
new customers:
– Can “listen” for people
mentioning your
brand, competitors, or
keywords that identify
them as prospects!
– Influencers (especially
bloggers) are more
likely to be on Twitter

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Twitter Gives You “Social 6th Sense”
• Common Craft video:
“What happens between
blog posts & e-mails.”
• Hence, I describe it as:
– The most intimate of
Social Media applications
– Platform for connecting/building relationships
– Growing like the early days of the internet;
not a fad & companies jumping on it
– A huge, international “cocktail party”
• “cocktail party effect” = can hear mentions of you

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How Market Your Company at Cocktail?
• DON’T be pushy salesman!
• DON’T be “card ninja”
• DO:
– Find the people who fit your target audience
– Join the conversation & add something
interesting & relevant when appropriate
– (Be authentic and helpful)
– Invite most promising new contact to coffee
– Let them ask YOU what you do (softest sell!)

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Social Marketing = Cocktail Marketing!
• But you’re blind
– All you can do is listen to find target audience
• & must approach more carefully
– Some folks may not understand what they
said on Twitter is available publicly
• Otherwise very similar:
– Be authentic and helpful
– Be responsive and not pushy
– Be interesting & relevant to your audience!

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Why should your biz
use Twitter?

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Brand Perception
• Your brand doesn’t belong to you now
– People talk about your business
– This drives perception of your brand!
– PARTICIPATION can influence perception
– Non-participation
may hurt brand

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Relationships & Buzz
• Twitter drives Buzz (& Rumors)
– Easy connectivity & sharing drives virality
– Transparency & engagement can either
defuse rumors or help fan the viral growth
• Establishing rapport with influencers
can drive the shift more quickly
– Friends > likely to help you or defend you
– Squash rumors before they get big
– Your message gets to more people faster

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Not the Solution to Everything
• Content is still King
– Without good content, hard to get buzz
• Transparency & authenticity are key
– Participating in social media can help create
confidence, but still fragile
• “Lipstick on a pig”
– Product must be good & reputable,
or social media will hurt not help

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Why Twitter? Why NOT?!
• You can start with a limited amount of
time… in fact, start by listening!
– Search for your keywords in Austin at:
search.twitter.com/advanced (see next slide)
– If you don’t get any results, try broader or
different keywords
– If you still don’t get any results, there may not
be many conversations about that topic yet
(Setting up automated e-mails when anyone mentions you or
your competitors or keywords is 1 of my products - Ricardo)

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Using Search.Twitter.com/advanced
• Put in your
keywords
and pick
a radius
around
your city

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Search.Twitter.com Sample Results
• Searched for
“plumber”
around Austin:
– Results only
visible for 12
days
– Updates you
if any new
tweets appear
while viewing

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So, why use Twitter?
• It’s free
• It’s big & growing, and it’s open
– Open means you can listen to almost everyone
(like the “cocktail party effect”)
• It’s where the influencers are
• It doesn’t have to take a lot of time
& most importantly…
• Depending on your biz, you can find new /
connect with more customers more deeply

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Why should small
businesses use Facebook?

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Facebook not just popular, sticky
• Twitter like the radio, FB = snail mail
– Twitter very timely, but fleeting
– People connect with fewer people on FB,
and review all connections’ updates when log
in
• Many applications, much time spent
– Facebook is most popular photo sharing site
– Social gaming, other apps very popular

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How to use Facebook!
Questions?
Fan Pages!

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How to setup a Facebook Fan Page

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Facebook Fan Page Extras!

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Facebook Fan Page Applications

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Slideshare within Facebook

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Slideshare Continued!

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Slideshare in a Fan Page!

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Fans

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Don’t have to do this alone!

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Google your name and your company!

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People Search / Company Search
Brands are not just for
companies anymore.
We all have our own
unique personal brand!

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Write a Bio! Short and Sweet…..
Elizabeth is not just your average Austin girl. As a Business
Detective focused on determining why customers don't buy
products or services or finds waste through inefficient
operations. She focuses on understanding the customer
perspective and bringing that to businesses.
Additionally, she founded EQ Consultants Group, LLC. is a
City of Austin certified woman minority owned business.
Currently, she independently consults on a variety of topics,
which include social media, product management, marketing,
as well as government procurement.
She was the 2010 sponsors lead for ProductCamp and
actively volunteers as a Social Media Ambassador for the
Greater Austin Hispanic Chamber of Commerce (GAHCC),
and attends a variety of other Austin business and tech events.
Also, Elizabeth taught herself web development, SEO, and
Social Media. In her limited spare time, she also is an avid
glider pilot, scuba diver, and competes in local triathlons.

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LinkedIn – Overlooked yet Powerful

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Powerful Profiles Get Attention

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Companies have Profiles also!

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Don’t miss opportunities

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Connect with Colleagues!

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Always write a note!

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Get Recommended!!

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Groups – Participate!!!
Can Participate in up to 50 groups!

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Answer
Questions!

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Enhance your profiles with Applications

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Careful: Only accept/send invites
from/to people you know

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Questions?

Tri-County Small Business Summit Social Media 101

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