maximizing business connections through social media

Maximizing Maximizing businessbusiness connectionsconnectionsusing using social mediasocial media to win friends and influence people to win friends and influence people

overviewoverview

✦ Why social media mattersWhy social media matters✦ Social media 101 – the 5W’s of the Big 3Social media 101 – the 5W’s of the Big 3✦ Game planning your content strategyGame planning your content strategy✦ Social media best practicesSocial media best practices✦ Individual goal work Individual goal work

takeawaystakeaways

✦ Understanding Twitter, Facebook, LinkedIn and Understanding Twitter, Facebook, LinkedIn and othersothers

✦ Why thought leadership mattersWhy thought leadership matters✦ The Do’s and Don’ts of online customer The Do’s and Don’ts of online customer

engagementengagement✦ A general social media plan/content strategyA general social media plan/content strategy✦ List of social media tools to assist youList of social media tools to assist you✦ Most importantly, understand that you must Most importantly, understand that you must PLANPLAN

before you before you POSTPOST

““Social media is that which allows Social media is that which allows anybodyanybody to communicate with to communicate with everybodyeverybody.”.”

- - Jim Sterne, authorJim Sterne, author

Social Media MetricsSocial Media Metrics

43%43% of all online consumers are of all online consumers are social media fans or followerssocial media fans or followers

53%53% of people on of people on Twitter Twitter recommend recommend companiescompanies or their or their

products in their products in their tweetstweets

4545 millionmillion people view people view SlideShareSlideShare presentations each presentations each

monthmonth

The average American internet The average American internet user watches user watches 30 minutes30 minutes of of

video onlinevideo online per day per day

why why investinvest in social media? in social media? (or why we are here today)(or why we are here today)

✦ Social media is everywhere (and free*)Social media is everywhere (and free*)

✦ Develop personal connections with customersDevelop personal connections with customers

✦ Crisis managementCrisis management

✦ Thought leadership can position your expertiseThought leadership can position your expertise

✦ Brand awareness in a digital ageBrand awareness in a digital age

““Social is a part of the Social is a part of the mixmix, not the , not the solutionsolution.”.”

- - GartnerGartner

✦ namename

✦ titletitle

✦ companycompany

✦ industryindustry

✦ what do you want to learn today? (be what do you want to learn today? (be specific)specific)

Breakin’ IceBreakin’ Ice: Who are you?: Who are you?

UMMMM. NO. UMMMM. NO.

Understand Your Options Understand Your Options

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Facebook FactoidsFacebook Factoids✦ How many current users?How many current users?

✦ 901 million-plus active users901 million-plus active users✦ Outside the United States? (percentage)Outside the United States? (percentage)

✦ 70 percent70 percent✦ The average user is connected to __ The average user is connected to __

community pages, groups and eventscommunity pages, groups and events✦ 8080

✦ People who use Facebook on their mobile People who use Facebook on their mobile device are twice as active on FB as those on device are twice as active on FB as those on non-mobile devicesnon-mobile devices

✦ (Apple integrated Facebook into their latest iOS)(Apple integrated Facebook into their latest iOS)

(Kefauver 2012)(Kefauver 2012)

Facebook Factoids Facebook Factoids (con’t)(con’t)

✦ Three ways to be on FacebookThree ways to be on Facebook✦ PersonalPersonal Facebook Profile (Timeline) Facebook Profile (Timeline)✦ BusinessBusiness Facebook (Page) Facebook (Page)✦ BusinessBusiness Account Only* Account Only*

✦ *Limitations include not being able to view users on *Limitations include not being able to view users on the site, add applications, not visible in search and the site, add applications, not visible in search and can’t be ‘friends’ with anyonecan’t be ‘friends’ with anyone

(Kefauver 2012)(Kefauver 2012)

Facebook Factoids Facebook Factoids (con’t)(con’t)

✦ Advertising OptionsAdvertising Options✦ Facebook adFacebook ad

✦ Appear on the right side of the user Appear on the right side of the user profile / newsfeedprofile / newsfeed

✦ ““button style”button style”

✦ Sponsored StoriesSponsored Stories✦ ““Mark likes Mark likes SnagMobSnagMob””✦ Friends of friends (social proof)Friends of friends (social proof)

Facebook Factoids Facebook Factoids (con’t)(con’t)

✦Promoted PostsPromoted Posts✦ Good for sales, customers events or you Good for sales, customers events or you

simply want more people to see your postssimply want more people to see your posts✦ Facebook ExchangeFacebook Exchange

✦ Retargeting agencies ‘Drops a cookie’ Retargeting agencies ‘Drops a cookie’ every time a Facebook viewer visits a every time a Facebook viewer visits a website, then ads are targeted towards website, then ads are targeted towards them while on Facebookthem while on Facebook

Facebook Factoids Facebook Factoids (con’t)(con’t)

The More You Know:The More You Know: Facebook Graph Search (Facebook Graph Search (brand newbrand new))

✦Complete all your business profile Complete all your business profile informationinformation

Twitter TriviaTwitter Trivia✦ How many users?How many users?

✦ 200 million200 million registered users registered users

✦ How many active users?How many active users?✦ 100 million active100 million active users worldwide users worldwide

✦ 2012: 2012: 340 million340 million tweets a day tweets a day

✦ Record $800 million venture capital Record $800 million venture capital investment in 2011investment in 2011

✦ Apple integrated Twitter into iOS in 2011Apple integrated Twitter into iOS in 2011(Kefauver 2012)(Kefauver 2012)

Twitter TriviaTwitter Trivia✦How many ways can you be on Twitter?How many ways can you be on Twitter?

✦ OneOne

✦Twitter Advertising OptionsTwitter Advertising Options✦ Promoted TweetsPromoted Tweets✦ Promoted TrendsPromoted Trends✦ Promoted AccountsPromoted Accounts✦ Enhanced Profile PagesEnhanced Profile Pages

LinkedIn LowdownLinkedIn Lowdown✦ How many members?How many members?

✦ More than More than 200 million members200 million members in over in over 200 countries 200 countries (More than (More than 12 million12 million are are small business professionals)small business professionals)

✦ As of September 2012, professionals are As of September 2012, professionals are signing up to join LinkedIn at a rate of signing up to join LinkedIn at a rate of two two members per secondmembers per second

✦ LinkedIn members performed nearly more LinkedIn members performed nearly more than than 5.3 billion professionally-oriented 5.3 billion professionally-oriented searchessearches in 2012. in 2012.

✦ More than 2.6 million companies have More than 2.6 million companies have LinkedIn Company pages.LinkedIn Company pages.

LinkedIn LowdownLinkedIn Lowdown

✦ Basic and Premium AccountsBasic and Premium Accounts✦ Button-style adsButton-style ads

LinkedIn LowdownLinkedIn Lowdown✦Find a job

✦Hire a new employee

✦Research competitors

✦Find potential leads

✦Bypass the gatekeeper

✦Follow your industry

source: raines designsource: raines design

Pinterest pointsPinterest points✦ Fastest growing: Fastest growing: 10 million10 million users users

✦ Pinboard social photo sharing based on Pinboard social photo sharing based on themesthemes

✦ Great for picture-heavy content (recipes, Great for picture-heavy content (recipes, food, fashion, crafts)food, fashion, crafts)

Google PlusGoogle Plus✦ 400 million users400 million users (estimated) (estimated)

✦ Adding 625,00 new users a dayAdding 625,00 new users a day

don’tsdon’ts

What What notnot to do to do (Keyinfluencer)(Keyinfluencer)

✦ Atlanta-based Ketchum VP arrives in Atlanta-based Ketchum VP arrives in Memphis for a presentation on digital media Memphis for a presentation on digital media to 150-plus FedEx employeesto 150-plus FedEx employees

onon TwitterTwitter

““True confession but i'm in one of those towns True confession but i'm in one of those towns where I scratch my head and say "I would die if I where I scratch my head and say "I would die if I had to live here!” had to live here!”

– – keyinfluencerkeyinfluencer

What not to doWhat not to do

FedEx Responds:FedEx Responds:

““Many of my peers and I feel this is inappropriate. We do not Many of my peers and I feel this is inappropriate. We do not know the total millions of dollars FedEx Corporation pays know the total millions of dollars FedEx Corporation pays Ketchum annually for the valuable and important work your Ketchum annually for the valuable and important work your company does for us around the globe. We are confident company does for us around the globe. We are confident however, it is enough to expect a greater level of respect and however, it is enough to expect a greater level of respect and awareness from someone in your position as a vice president awareness from someone in your position as a vice president at a major global player in your industry.at a major global player in your industry. A hazard of social A hazard of social networking is people will read what you write...networking is people will read what you write...

““True confession: many of my peers and I don't see True confession: many of my peers and I don't see much much relevancerelevance between your presentation this between your presentation this morning and the morning and the work we do in Employee work we do in Employee CommunicationsCommunications.” .”

FedEx responds:FedEx responds:

““A A hazardhazard of social networking is people of social networking is people will will readread what youwhat you writewrite..””

What What notnot to do (United Airlines) to do (United Airlines)

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game game planningplanning

source: Fast Companysource: Fast Company

checklistchecklistHave a clear sense of Have a clear sense of business purposebusiness purpose on your social on your social media platforms**media platforms**

Educate your customer-facing employees on privacy and Educate your customer-facing employees on privacy and community policiescommunity policies

This is a long-term commitment; be ready.This is a long-term commitment; be ready.

Who is responsible? Assign and have accountabilityWho is responsible? Assign and have accountability

CreateCreate a content calendar with a content calendar with meaningfulmeaningful content** content**

Measure and report resultsMeasure and report results

(source: altimetergroup.com)(source: altimetergroup.com)

game game planningplanning

✦ understand what to understand what to communicatecommunicate

✦ content strategycontent strategy

✦ thought leadershipthought leadership✦ plan, plan, planplan, plan, plan✦ create compelling contentcreate compelling content

✦ engage your customerengage your customer

✦ What do you do?What do you do?✦ What do you What do you reallyreally do? (responsibilities) do? (responsibilities)✦ Your expertise / strengthsYour expertise / strengths✦ personal/company brand?personal/company brand?

game game planningplanning

(exercise: (exercise: who are you?who are you?))

✦ understand what tounderstand what to communicatecommunicate

game game planningplanning

✦ content strategycontent strategy

✦ ““The planning, development and management The planning, development and management of informational content”of informational content”

✦ A.K.A. a marketing plan for all things social A.K.A. a marketing plan for all things social mediamedia

(exercise: develop a(exercise: develop a plan plan))

✦ Define your... Define your... ✦ voicevoice✦ strengthsstrengths✦ audienceaudience✦ missionmission✦ goals goals

game game planningplanning✦ content content

strategystrategy

game game planningplanning

✦ prepare your sourcesprepare your sources

✦ find information, trade journals, RSS feeds, find information, trade journals, RSS feeds, iPhone / iPad appsiPhone / iPad apps

✦ google alertsgoogle alerts

✦ follow on twitter (wefollow)follow on twitter (wefollow)

thought leadershipthought leadership

game game planningplanning✦ Plan, plan, planPlan, plan, plan

✦ editorial calendareditorial calendar✦ pick your platformspick your platforms✦ be prepared & compile information (RSS be prepared & compile information (RSS

readers)readers)✦ Google Reader, FlipBoard, Read it Later, Google Reader, FlipBoard, Read it Later,

InstapaperInstapaper

✦ retain customer informationretain customer information

game game planningplanning✦ create compelling contentcreate compelling content

✦ utilize your sourcesutilize your sources✦ aggregated contentaggregated content

✦ remember it’s a conversationremember it’s a conversation✦ stay true to your goals and missionstay true to your goals and mission✦ be interestingbe interesting

game game planningplanning

✦ engage your audienceengage your audience✦ trust your plantrust your plan✦ respond quicklyrespond quickly✦ ask questionsask questions✦ be prepared for negativitybe prepared for negativity

game game planningplanning

✦ engage your audience engage your audience (con’t)(con’t)✦ Facebook contestsFacebook contests✦ seek out like-minded customersseek out like-minded customers✦ emphasis “liking” postsemphasis “liking” posts✦ tag friends and hashtags (twitter)tag friends and hashtags (twitter)

bestbest practices practices

bestbest practices practices

Separate business from pleasureSeparate business from pleasure

Join the conversationJoin the conversation

bestbest practices practices

Control your reputationControl your reputation

YelpYelpGoogleGoogleMerchant CircleMerchant CircleFoursquareFoursquareUrbanspoonUrbanspoonGoogle AlertsGoogle Alerts

bestbest practices practices

First impressions matterFirst impressions matter

don’t mispel anything or you might look less don’t mispel anything or you might look less than profesional.than profesional.

bestbest practices practices

bestbest practices practices

bestbest practices practices

bestbest practices practices

Create* raving fansCreate* raving fans

bestbest practices practices

Develop a Develop a retentionretention strategy strategy

Facebook - “Like me please!” Facebook - “Like me please!”

Capturing contact informationCapturing contact information

E-newsletter - constant E-newsletter - constant brand awarenessbrand awareness remindersreminders

bestbest practices practices

Don’t be that guyDon’t be that guy

social etiquette appliessocial etiquette applies

be kind and graciousbe kind and gracious

80-20 rule applies to self-promoting80-20 rule applies to self-promoting

bestbest practices practices

Listen to your customersListen to your customers

Remember:Remember: this is a this is a conversationconversation, not a pulpit, not a pulpit

bestbest practices practices

Sharing is caring (and smart business)Sharing is caring (and smart business)

bestbest practices practices

you should be you should be EASYEASY to find to find

not hidden not hidden

bestbest practices practices

ToolsTools of the trade of the trade

LinkedIn LinkedIn GroupsGroups

Follow industry trendsFollow industry trends

Utilize to connect to peersUtilize to connect to peers

✦ E-mail E-mail newslettersnewsletters✦ analytics are excellentanalytics are excellent✦ drag and drop / easy to usedrag and drop / easy to use✦ freemium model for mostfreemium model for most

ToolsTools of the trade of the trade

ToolsTools of the trade of the trade

“The more hashtags you’re using, the more conversations you’re entering.”

ToolsTools of the trade of the trade

rulesrules to to #hashtags#hashtags✦ Figure out what you want to use a hashtag for✦ #Don’t #overdo #the #hashtagging✦ #Makesureyourhashtagisshortandconcise✦ Jump on other hashtags✦ Integrate your hashtags into sentences✦ Remember your hashtags are accessible to everyone✦ Look beyond the obvious

ToolsTools of the trade of the trade

Use available Use available datadata to learn about your audience to learn about your audience

Google AnalyticsGoogle Analytics

Facebook DashboardFacebook Dashboard

ToolsTools of the trade of the trade

Sprout Social / HootSuiteSprout Social / HootSuite

ToolsTools of the trade of the trade

Individual Individual GoalsGoals