Download - The Business of Social Media
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THE BUSINESS OF SOCIAL MEDIA
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Who am I?
Entrepreneur
Volunteer
Greyhound foster parent
Poker player
Power yoga addict
Juggler and unicycle owner
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Social Media Experience
@NationalECwww.facebook.com/NationalEC
@OrlandoIncwww.facebook.com/OrlandoInc
@BuyLocalOrlandowww.facebook.com/BuyLocalOrlando
@SaveSunRailwww.facebook.com/SaveSunRail
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2010 Web Traffic (Top 20)
Google (1) (13) (15) (16) (20) Facebook (2) YouTube (3) Wikipedia (6) Blogger (8) Twitter (11) WordPress (17)
www.alexa.com
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Today’s Topics
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Facebook - Profiles
Profiles = Friends
This is you…because YOU hopefully..
Have friends
Are an individual
Have a personal life
Engage in conversations
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Facebook - Pages
Pages = “Likes”
Company / Organization
Professional
Stimulate Interest / provide value
Analytics*
Custom URL (www.facebook.com/username)
*This alone should encourage you to have a page!
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Facebook - Analytics
“Insights”
Only available with pages
Tracks activity on page
○ Watch trends
Offers demographic information
○ Age, Gender, Location, Language
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Facebook - Analytics
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Facebook - Analytics
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Facebook - Analytics
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Facebook - Analytics
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Facebook - Content
Primarily Informational
Articles relevant to your service or product
Occasional information about your business
Special deals
Exclusive for fans/followers
Make sure they are special
○ 10% off – generally not very special
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Facebook - Content
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Facebook - Engagement
Allow fans to post content
Pay close attention to posts
Default – receive emails for activity
Ask questions
Learn about your customers/clients
Comment on fan posts
Respond to negative posts publicly
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Facebook - Ads
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Facebook - Ads
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Facebook - Ads
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Facebook - Ads
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Facebook - Ads
Run several small campaigns
Determine your goal
Test regular ads and sponsored stories
Different images
Different landing pages
Review results
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Facebook - Deals
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Facebook - Deals
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Facebook - Deals
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Based on SMS
140 character messages (tweets)
Messages include text, links, pics, videos
Create lists to focus conversation
Broadcast to anyone listening / watching
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Use #hashtags to mark & search topics
www.search.twitter.com/advanced
By date, geographic area, topic, sentiment
Great listening tool
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search.twitter.com
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search.twitter.com
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search.twitter.com
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search.twitter.com
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search.twitter.com
What do you do with the results?
Strike up a conversation
Do not try to sell directly
This is about creating relationships
Learn about your competition
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Professional Networking
Great tool to find professional connections /
resources
Power is in groups
Allowed to Join 50 – so join 50
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LinkedIn Answers
Great place to showcase expertise
Provide value
Find experts
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Tweetdeck
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Which platform is right for you?
Examine your business
Survey your current customers
Which platforms do they use?
How do you currently communicate with them?
Brick & mortar or virtual?
B2B or B2C?
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Which platform is right for you?
Determine your time commitment
Determine your goals
In other words… revisit your marketing plan!
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Listen Up!
Create your listening posts
Social Mention
Google Alerts
tweetbeep
○ Your name
○ Company name
○ Competitor’s names
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Engage
Social media community is about
sharing
Ask questions, people will help you along
the way
Learn the lingo
Make it professionally personal
Find your voice
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Engage
Put your plan into action
Commit time to maintain
Use common sense
Spam: not good in a can, inbox, or social
media feed
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Warning!
Teenagers know social mediaIt’s tempting, I know
Would you hire a teen to run your entire marketing campaign?Basics are great
○ Posting pics, links, etc
Common sense to youNot to them
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Take Home Points
1. Create a plan with goals & pick your
platforms
2. Start small, grow with your comfort
3. Tools, tools, tools
4. Listen first
5. It’s a community: place to share, not pitch
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Take Home Points
6. Engage: find your voice
7. Go OFFLINE
8. Facebook: Profile & Pages
9. It’s social but not child’s play
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Contact
www.twitter.com/joshuacjohnson
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Resources
www.mashable.com
www.techcrunch.com
www.openforum.com
www.smallbiztrends.com
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Resources
http://business.twitter.com/twitter101
http
://www.chrisbrogan.com/category/social
media
/
http://www.readwriteweb.com/