The document provides an overview of a workshop on using social media for business. It discusses various social media channels like Facebook, Twitter, LinkedIn and blogs. It provides tips on setting up accounts, content to share, measuring success and connecting social media to business goals like increasing awareness, customers and sales. Attendees are encouraged to start social media profiles and share what they learned to help grow their businesses online.

1. Getting in on the Buzz Monday 29th November 2010 1pm – 4pm Practical Workshop exploring all different social media channels and identifying the best for your business By the end of the session you will have a business Facebook page created and a workplan to build your contacts and schedule your posts Bookings: wendy.sutherland@activwebdesign.com 07835 015155 facebook.com/activwebwendy Social Media Workshop

2. Workshop Basics Ask questions Support each other Happy to answer questions at end/by email Have a good time! Help me keep to schedule

3. Ice Breaker Write what your business is about in 140 characters (length of a tweet) – a single sentence Between 16-20 words Clear, simple so that a five year old would understand it

4. words/acroynms/symbols @ - at symbol # - hash tag Tags – keywords and phrases – help get your site/blog/posts found Hyperlinks – start http://www. RT – retweet PM – private message Social CRM – customer relationship manager Traffic Domain/URL = web address

5. Objectives An understanding of social media An understanding of channels available and what would be best for your business A practical understanding of how to do it Discover how it is being used by small business owner and large brand To start your plan for your Social Media Strategy Desire to “Get in on the Buzz”

6. Social Media:Good or Evil? “if we had the power to reverse one modern technology advance, it would be the one which allows people to broadcast an instant retaliation to any situation. We refer to the culture of Facebook, bebo, twittering etc....we have often heard locally...how many problems are caused by kneejerk reactions .....or when someone puts out a vicious or spiteful story” Arbroath Herald “an army of 200 volunteers has sprung up in Dundee to help people trapped in their own homes....in just a few days 900 people have signed up to Facebook page for updates and 200 made themselves ready to spring into action.” Dundee Courier

7. What is Social Media? Content that is published with a social component i.e allows interaction Involves building communities, networks, encourages participation and engagement No boundaries of time or space, people can easily listen Anyone can promote anything to anyone 3 parts – Publish, Share & Network Publish what you have, share and then network- it is not SELLING

8. Video – Ford Motor Company http://vimeo.com/15979645 Getting others to tell others about Ford Built Buzz prior to launch Content came from the users Used photo sharing, video sharing, Exclusive content to Facebook Built relationship and expectation Direct to consumer by passing traditional

9. Scarlet Bakery Started with £200 and an idea to create a business using facebook – now about 12 weeks in is selling 5000 cupcakes a week and is in profit! - No website and no other marketing Kelly’s advice: Be proactive, Be responsive, Include Personality – Generated buy in from others who become your advocates

10. Traditional Customer Relationship Manager Outbound Marketing – directed towards customer – customer getting good at ignoring these messages

11. Social Customer Relationship Manager Inbound Marketing – the Customer is pulling the messages they want

12. Worksheet: Take 1 Product/Service: Website design List your Keywords Web design Social media Activ web design Web design angus Affordable web design Web designer E-commerce website

13. Goals: - produce results that you can measure: What are your goals? Brand awareness Customer loyalty Lower support costs Research & Development – reduce costs Increase visitors to website Increase enquiries for product/service – sales Customer relationship manager

14. Worksheet:1.Who do you want to reach? Who are they? What problem can you fix? Anyone who needs their boiler fixed or serviced Landlords Homeowners Tenants National Company Aged over 25 Won’t probably be young people living at home with parents Small businesses Voluntary organisations Large organisations Individuals, age, gender, profession, Hobbies Interestes Without knowing who you want to target you won’t know where to target them

15. 2.What do you want them to do? Enquire Direct others to you to get more connections Visit your website Recommend your services Sign up for newsletter (gather emails) Order your goods or services Recommend you Like your page – build your contacts Work with you – buy your services

16. 3.What channels are available? Channels Type of content Photo sharing Video sharing Pod casts Slide sharing Skills Knowledge History Art Anything and everything

17. Video - You Tube People are watching 2 million videos a day Broad age range – 18-55 Evenly divided male & female 52% visit weekly Every minute 24hrs of video is uploaded Video content delivered by search engines Great to create viral buzz and drive traffic to your website What to share: Corporate Videos, Tutorials, How to Guides, Quirky Videos, Entertainment, News, Events, Songs, Poems,

18. LinkedIn Business to Business Individuals Online networking Connect through 1st connections to 2nd connections Word of mouth recommendations 64% Male, Average Age 51, 6 degrees of separation – between us and anyone else Professional 50% company decision makers 25% small business owners MY LInkedIn Connections: Direct – 52 2 degrees away – 3,600 3 degrees away – 329,600 Total – 333,000 +

19. Twitter Real time – what are you doing? Tweet and retweet Share links Growth in older ages using Twitter 18-24 most prolific users Good for driving traffic to blogs Criticised for not being easy to use Link Facebook/Blogs to feed to Twitter “I just got a Twitter account yesterday and it’s already connecting me with a whole new world. As a blogger and freelance journalist, I’m always trolling for stories and a paid gig wouldn’t hurt either. With my handful of contacts, I’ve already found leads for both.”

20. Facebook Fastest growing – if it were a country would be third largest in world More users than any other platform – (twitter 3.7m) Spending more time on than last year Comments, share, tag, add content, promote, offer advice Kelly of Scarlet Bakery – is going to tell us her story 500 million users 50% Log on every day 25 million UK users 20-29 age group Stats courtesy of clickymedia.co.uk – August 2010

21. What else? Blogs – blogger, blogspot,Wordpress, Joomla, great for sharing content and driving traffic to website, easy to set up Bookmark sharing sites: StumbleUpon – submit and vote on webpages Digg – community submits and votes on news stories – strong following young males working in technology Del.icio.us – shares web bookmarks Good to reach people with same interests and hobbies – i.e people interested in photography, film, fashion, Get your site bookmarked and it could soon go viral!

22. 4.What can you share? Industry trends Top 10 .... Review products Helpful books Industry stats Pros and cons of.. List of Web based tools Myth buster Series of posts Picture X for beginners To do lists Price estimators Games Loan calculator Blog posts Content you already have on your website – share it, promote it Content you have found elsewhere – source to owner

23. Tips for sharing content Use hyperlinks – direct people to you Use keywords – improve SEO – facebook & twitter are getting indexed Use hash tags on twitter – all connect over an event or topic Use direct words and acronyms – you want others to retweet use RT GIVE CONTENT FOR FREE! But ask for email in return – don’t forget email marketing

24. Tips for sharing content Do it regularly Plan it Measure it – what is working and when Reply to comments Thank people who tweet your tweets Not everyone will agree but let people have their opinions Learn from others Can use PPC advertising to grow

25. How do you do it? Setting up accounts Link them together – need to consider audience Use online and offline methods to promote Offer incentives to like your page or subscribe to blog (free download) Build your connections – ask 1st connections to introduce to 2nd

26. Some points to consider: Be careful about copyright Respect others privacy Guard your own privacy Be respectful to others Consider who will use – 1 staff member or include everyone – may need a policy Don’t be confrontational Be responsive Remember it’s permanent and open to being republished

27. Measure Comments Newsletter sign ups New clients Social mention Website stats Awareness of brand RTs Clicks on posts/links – goo.gl will track

28. Extra resources http://blog.hubspot.com/ http://www.facebook.com/marismith Invited to Get in on the Buzz Facebook Group for ongoing support Next Workshop: Going Viral – Getting the Buzz Buzzing!