This is my slide deck from a workshop I gave twice at the Dutchess County Regional Chamber of Commerce (NY) Social Media Conference on January 20, 2010.
1. FACEBOOK, TWITTER
& YOUR BUSINESS
Rachel Reuben
Rachel Reuben Consulting, LLC
Director of Web Communication & Strategic Projects - SUNY New Paltz
2. Facebook & Twitter
not a bullhorn
relationship building tool
customer service tool
‘free’ marketing research
lead generator
3. Listening station
Grow bigger ears
http://is.gd/Nb8J
• Google Reader
• Google Alerts
• IceRocket
• Jodange
• Trendrr . . . and more!
4. Focus: Purpose
Why are you establishing a social media presence?
define specific measurable goals
5. Focus: Objectives/Goals
What do you plan to achieve with this social medium?
Inform? Encourage dialogue? Share information? What
kind of info?
How will this differ from your primary Web site?
6. Focus: Target Audience
Who will be reading & commenting on your social
media?
Who are you trying to engage?
8. Focus: Execution & Maintenance
who will establish your presence?
who will be the administrator?
who will maintain it?
how often will it be updated?
how will you make connection to other outposts &
your Web site?
how will you promote it?
10. Twitter Tips
find interesting news to share that will be relevant to
your customers
customer service -- proactive & reactive
4 styles of marketing on Twitter:
http://socialmediatoday.com/SMC/167055
Conversationalist > Conversational Marketer >
Salesperson > Spammer
11. Tool Tip
don't link FB & Twitter status updates
some tools automate posting across platforms
the good & the bad
12. Promote your presence
set up vanity url for FB fan page
http://facebook.com/username
promote in appropriate places (signage in your
reception area, some ads)
logo usage guidelines
http://tinyurl.com/%guidelines
include mentions/links on your Web site &/or blog
include in e-mail newsletters
13. Facebook Ads
target by country/state/city, age, gender, keywords,
education, workplace, relationship status & interests,
languages
pay per click (CPC) or impression (CPM)
choose your daily budget
real-time reporting
14. Case Studies
Dell case study: http://tinyurl.com/kpp3vt
@MannysHOP (House of Pizza in Nashville)
@CoffeeGroundz: http://is.gd/6xzh0
@RShotel
@SanChezBistro / @SCBhost
Main Course Catering Facebook Fan Page
Comic book store in Amesbury, MA
15. SM Time Management
Social Media Time Management e-book
(AltitudeBranding.com): tinyurl.com/sm-time-mgmt
Twitter is a several time a day (at least) commitment
FB is a daily presence (at least), more often if status
updates spark conversations in the comments
just one spoke
in the wheel
16. If you’re just starting out
start with listening post
don't jump in to every tool at once
focus on one or two where you think your customers
are, and do them very well
it's about relationships and building trust -- not about
"promoting your business"
Trust Agents: Using the Web to Build Influence, Improve
Reputation, and Earn Trust (Brogan & Smith)