fb and twitter web 2

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Creative Business Consulting Group www.cbc-group.net

Facebook & Twitter :Facebook & Twitter :Facebook & Twitter :Facebook & Twitter :Web 2.0 Isn’t Just For Kids AnymoreWeb 2.0 Isn’t Just For Kids AnymoreWeb 2.0 Isn’t Just For Kids AnymoreWeb 2.0 Isn’t Just For Kids Anymore

Learn How To Build Your Brand And Drive Profits For Your BusinessLearn How To Build Your Brand And Drive Profits For Your BusinessLearn How To Build Your Brand And Drive Profits For Your BusinessLearn How To Build Your Brand And Drive Profits For Your Business

Snow Show January 29, 2010


There are Bigger Things to Fear Than Social Media!

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CBCG Is Here To Help

Lynn Switanowski, Founder and President ,

Creative Business Consulting Group

• 25 Year Retail Industry Veteran

• Former Senior Executive at Liz Claiborne, Reebok and Aramark

• Areas of Expertise include:

� Sales & Marketing: Strategy, Planning and Implementation

� Social Media Strategy Development and Implementation

� Open To Buy and Inventory Planning Program Development and Implementation

www.cbc-group.net [email protected] @RetailHelper

617.437.9191


Seminar Objectives

• Enable Your Business Transformation To Permission Based Inbound Marketing

• Understand Why Facebook And Twitter Can Be Productive Tools For Your Business

• Learn How To Create A Facebook Fan Page And Twitter Profile To Enhance Connectivity With Existing Customers And Facilitate Increased Awareness Of Your Brand

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Today’s Consumers Increasingly Using Filters To Opt Out Of Traditional Marketing Methods


Consumers Started Talking To Each Other To Obtain Information On Products And Services

Result: Increased Emphasis On Customers Now

Finding You�..Not You Finding Them

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Outbound Marketing

• Telemarketing

• Trade Shows

• Direct mail

• Email Blasts

• Print Ads

• TV & Radio Ads

Interruption

Winning Retailers Have Shifted Focus To Engage Consumers Through Permission Not Interruption

Inbound Marketing

• SEO

• Blogging

• Social Media

• RSS

• Viral Videos

• Free Tools & Trials

Permission


Yesterday’s Marketing: 4 P’s

Delivering the right product at the right price in the right place. Using effective promotion to drive awareness, trial and purchase

Today’s Marketing: 4 C’s

Adding significant amounts of relevant, education-based, and user-generated content filtered, aggregated, and delivered in a context that makes it useful for people to make connections with people, products, and brands they can build A community around

To Meet Changing Consumer Needs, Retailers Must Embrace A New Way Of Marketing

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Think Apres Ski - With A Purpose! Using Social Media Is Like Going To A Cocktail Party, But Without The Constraints Of Time And Space

Cocktail Party Advice

• Meet People And Start Conversations• Listen And Answer Questions – Help Others• Ask Questions – Trust Other’s Advice

Social Media = Cocktail Party

• Become A Real Member Of The Community• Add Value To The Community – Ask And Answer

Questions• More Effective Than A Cocktail Party

� Unlimited Time And Space� Easier For Others To Listen In On

Conversation

“But, I’m 28@ 38@48@58@ ; I Just Don’t Understand This Social Media Stuff! “


Who Uses Social Networking Websites?Demographics of Social Networks Vary Greatly; Choose Wisely

Source: Microsoft

• 350 Million Current People on Facebook

• 35+ Users fastest growing • Facebook users are older

and better off (30.6)• More likely to be married

(40%), white (80%) and retired (6%)

• Second-highest average income ($61,000)

• Average of 138 connections

• Extremely loyal: 75% say FB is favorite site

• More Twitter users are employed part-time (16%)

• Average income of $58,000

• Users interested in news, restaurants, sports, politics, personal finance, and religion

• Into pop culture with music, movies, TV and reading ranking higher than average

• Users are not that loyal to the network: 43% said they could live without Twitter

• Highest Average Income -$89,000

• Join Network For Business Or Work Purposes, Business Development, And Recruiting.

• Like News, Employment Information, Sports, And Politics.

• More Likely To Be Into The Gym, Spas, Yoga, Golf And Tennis

• Users Own More Electronic Gadgets

• More Likely To Be Male –57% vs. 43%

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Retailer Paradigm Shift Required; Get Out Of Your Comfort Zone

Social Media Activities

• Develop Network

• Create or Locate Content

• Publish or Share Content

• Listen and Participate In Dialogue

• Measure Results

Print Ad Activities

• Develop Copy

• Search For Image

• Proof Design

• Call Ad Departments

• Receive and Pay Invoice

• Measure Results


What is Facebook?

Facebook

• Facebook is a social networking service that lets you connect with friends, co-workers, and others who share similar interests or who have common backgrounds

• Many use it as a way to stay in touch after finishing school, or as a way to share their life publicly

• What makes Facebook different from other social networks are its extensive privacy controls, its development platform, and its large and quickly growing user base

• Facebook has been called the "thinking person's" social network.

• Compared to many other social networks, Facebook gets new features and improvements on a regular basis

Source: Cnet.com

Facebook Is A Social Utility Tool That Connects You With The People Around You

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1. Peer Interaction. Meet Potential customers For Your Business.

2. Contacts And Competition. With over 350 million users, not only are your friends on Facebook, so are your prospects, your customers, your JV partners@ and, of course, your competitors.

3. Open Doors. Facebook members are open to connecting. You can easily begin a dialog with highly successful—even famous—people who were previously otherwise unreachable

4. Build Relationships. By engaging in conversations with your prospects and customers, you can better adapt your marketing and business services to meet their needs

5. Raise Visibility. By consistently showing up, posting relevant information, and being a thought leader, you can increase visibility and credibility as an expert in your area

How Can Facebook Help My Business?

Facebook


6. Develop your personal brand. The lines between business and personal have become blurred. You can reveal as much or as little about yourself as you wish, allowing you to personalize your brand

7. Target your niche. Users volunteer vast amounts of information about themselves that you can readily access. These kinds of demographics, psychographics, and techno graphics would previously have cost fortunes to access. Author, John Battelle, calls Facebook a “database of intentions”

8. Get rapid top Google placement. Create a Page for your business and ‘‘push” information to your “fans.” Pages (for business) and Profiles (for personal) are indexed for optimal search engine positioning

9. Place targeted ads. With Facebook Social Ads, you can test out extremely targeted advertising for minimal cost

10. FREE. FREE. FREE. Aside from paid ads, Facebook is totally free to use and with regular activity you’ll end up with more traffic, more subscribers, and more paying clients

Facebook

How Can Facebook Help My Business?

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Facebook

Where To Start: Become A Fan Of Other Company Pages For Research And Review

• Search for a fan page. For example, do a search on "apple" and click on "Pages" when you get the search results. Click on "Apple Inc." to view the Apple fan page

• Examine how the page is structured

• Repeat for businesses of your choice to see if they have a fan page on Facebook.

• Some popular or notable fan pages are Apple, The New Yorker, Marmite, Blue

Olive Photography, Beaver Falls Coffee & Tea Company, and Absolut Vodka

• Facebook's gallery of pages exemplifies best practices for their business category


Facebook

Next Step: Create A Business Page - You Must First Have a Personal Page

http://www.facebook.com/pages/create.php

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Facebook

Source: Facebook.com, Hubspot.com

Build Your Business Page And Bring It To Life With Content – Make It Human!


Facebook


Create An Engaging Page Through The Use Of Visuals And Interactive Elements

• Event Calendar

• Videos

• Surveys

• Discussion Boards

• Photos

• Blog Articles

• Relevant Links

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Facebook


Once Developed, Publish Your Business Page


Facebook


To Leverage The Viral Nature of Facebook - Use News Feed

• News Feed shows updates of you and your friends activities

• Your updates show on your profile wall

• First thing you see when you log in

• Allows users to engage with you and shares each activity with their entire network of friends – now that’s viral!

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Facebook


Utilize Your Network To Spread The Word And Drive Traffic To Your Facebook Page

• Email your opt-in mailing list to gather followers

• Include a link to your Facebook page on all your email signatures

• Post In Store Signs Directing Customers To Your Fan Page

• Blog about your Facebook page

• Include your Facebook page address on your business cards

• Include a link to your Facebook page on all your email blast campaigns

• Post a link or badge to your Facebook page on your website and/or blog

Facebook Provides Guidelines On Promoting Your Page Outside Of

Facebook. They Also Provide A Facebook Page Badge Graphic That You Can

Download For Use On Your Own Site That Says "Find Us On Facebook.”


Facebook


Tip: Optimize Your Facebook Page For Search

Facebook Search

• Ranking based on the number of fans of your page

Public Search

• Set Your Public Search Listing in your privacy settings

• Permission allows people to find and see the public search listing you’ve established

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How To Get The Most Out Of Facebook – It Takes More Than Opening An Account• Participate in

Facebook daily – Post information your Fans will find interesting

• Utilize SM aggregators to save time – Friend Feed.com

• Upload Facebook Application to your cell phone. Use Mobile Posts to save time and post from wherever you are – trade shows, events

Facebook


What Is Twitter?

• Twitter is a learning tool, a sharing platform, and a networking system.• Twitter is a useful communication tool that allows you to interact with

people around the world in three different ways:

�Send a short message to a bunch of people publicly

�Send a short message to a specific person publicly

�Send a short message to a specific person privately

• Twitter is also referred to as a "micro‐blogging" service, meaning you can post short updates limited to 140 characters or less. Why? Originally, the limitation was created to make Twitter compatible with mobile phones and text messaging. Now, it’s a useful characteristic that allows users to receive rapid-fire, concise information from many, many people!

Source: Twiiter.com, Hubspot.com, Chris Brogan

Twitter

The Power Of Immediate Interaction With Like-Minded Individuals Is Life-altering When Used And Developed Correctly

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How Can Twitter Help My Business?

In Short, Twitter Is A Relationship Building And Relationship Maintenance Tool; The Most Obvious Business Use Of Twitter Is To Meet Potential Customers And Leads The Same Way You Would At Networking Event Or Tradeshow. However, You Can Also Use It To:

1. Develop And Promote Your Brand2. Interact With Your Customer Base3. Track What People Are Saying About Your Company And Brand4. Create Buzz Around Upcoming Events5. Help Individual Employees Act As Liaisons To The Public6. Promote Other Content You’ve Created, Including Webinars, Blog

Posts Or Podcasts7. Develop Direct Relationships With Bloggers And Journalists For

Potential PR Placement

Like Any Relationship - To Be Effective, You Must First Develop Trust

Source: Twiiter.com, Hubspot.com

Twitter


As A Business Owner, You Should Be Looking At Twitter Simply As More Than A Networking Tool

• Twitter can help direct people’s attention to good things

• Twitter works swell as an opinion poll.

• Twitter breaks news faster than other sources, often (especially if the news impacts online denizens).

• Twitter brings great minds together, and gives you daily opportunities to learn (if you look for it, and/or if you follow the right folks).

• Twitter gives your critics a forum, but that means you can study them.

• Twitter helps with business development, if your prospects are online

• Twitter can augment customer service. (but not replace it!)

• Twitter can be used for promotion, such as for a live coupon feed, sale-of-the-day, etc.

Word of Caution: You should only be using Twitter for promotional activity if you already have a customer base you can direct to it (NEVER use your feed

to simply have a running promotion

of all your products and services)

Twitter

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Twitter Cons: (Other People’s Not Mine)•Twitter takes up time.

•Twitter takes you away from other productive work

•Without a strategy, it’s just typing.

•There are other ways to do this.

•Twitter is buggy and not enterprise-ready.

•Twitter is just for techno-nerds.

•Twitter’s only a few million people.

•Twitter doesn’t replace direct email marketing.

•Twitter opens the company up to more criticism and griping

Twitter


Twitter – Getting Started

To get your own account, go tohttp://twitter.com and click the“Join the conversation!”button.

Clicking this button will bringyou to a page where you willselect your username andpassword.


Twitter

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Twitter – Selecting Your Username


Choose Username Carefully.

Think of your twitter handle as your personal brand name. That’s how important it is.Can be your brand name or combination of your name and your brand name

Choose additional twitter names for your brand. Different users can speak with a different voice for the brand

Twitter


Twitter – Creating Your Profile


Personalizing Your Account Is

Critical to Your Success

Your profile is where you can reference your company, your blog, talk about your interests and list your location.

Note: Personalize your account profile before you begin interacting and following people.

Click the Settings Button at the top right corner of your screen and fill in the data. Add a picture to avoid looking like a spammer.

Twitter

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Start Tweeting

Source:: Hubspot.com

Even before finding people to follow, we recommend tweeting a few things that will give people an idea of the type of content you will be tweeting

So What Can You Tweet About?

1. An observation: Tweet about what you’re doing, thinking or feeling2. What you’re reading: Post a link to an interesting blog post or news article3. What you’re watching: Post a link to a cool video from Hulu or YouTube4. What events you’re going to: Share a link to the next event you plan to attend5. Promote your content: Post a link to your most recent company or personal

blog article6. Promote someone else’s content: Post a link to someone else’s blog article

as a helpful resource7. Chat with someone: Send messages using an @ sign before their username8. Retweet what someone else has said: Retweet (using RT or Retweet in the

beginning of the message) to repeat what someone else has said

Twitter

Remember That Your Most Valuable Asset Is The Information You Provide


How To Get The Most Out Of Twitter – It Takes More Than Opening An Account

• Participate in Twitter daily –tweet, retweet or share

• Utilize tweet scheduling tools with socialoomph.com

• Share content - link article posts and blog posts to and from twitter with tinyurl.com

• Use search tools to maximize experience -search.twitter.com – to follow and engage in dialogue about topics key to your business

• Use Time Saving Tools to improve efficiency

Twitter

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Twitter Rules To Live By

• Start out by answering the question, “What has your attention?”

• When promoting a blog post, ask a question or explain what’s coming next (Don’t just attach a link)

• Tweet about other people’s stuff. Sharing is Caring in Twitter world

• Ask questions. Twitter is GREAT for getting opinions

• When you DO talk about your stuff, make it useful. Give advice, blog posts, pictures, etc.

• Share the human side of your company. Share pictures and other human (animal) things about your company

• Don’t toot your own horn too much

Twitter


Successfully Social Media Engagement Can Be Broken Down Into Four Inter-Connected Activities

Listening Networking

Publishing Sharing

Monitor web for

conversations on

key topics

Promote and foster

innovative ideas

and concepts

Communications

with relationships

and communities

Create and post

content for public

consumption

Conclusion

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Key Concepts To Be Mindful Of When You Get Started

• Develop A Strategy – Align The Path You Will Set Out On With The Objectives Of The Journey – How Will This Activity Help Me Achieve My Business Goal?

• Keep It Simple – Have A Simple System And Automate Everything You Can – Minimize The Time Spent, Do Not Jeopardize The Results

• Abolish The Fear Of Transparency – Effective Social Media Participation Requires A Paradigm Shift –Embrace The Fact That You No Longer Control The Conversation And What People Say About Your Business

• Be Flexible - Refresh Objectives And Strategies On A Regular Basis, Make Sure You’re Still On Target And Remain Flexible

“Marketers Who Embrace Social Media Will Outdistance Competition, Build Community Following, And Boost Loyalty” - Forrester Research

Conclusion


@kogibbq on Twitter

• Nov. 20 soft opening in LA - 53,800 followers as of January 29

• Roving vehicle has emerged as a social-networking juggernaut, drawing 300 to 800 people each time it parks (often several times in an evening)

• Spawned a burgeoning cyber-hippie movement affectionately referred to as "Kogi Kulture.“

• Constant Twitter feed connects truck-followers and updates them about whether Kogi is going to be late to its next stop

• Sales have increased 3,000%

Kogi Korean BBQ; A Taco Truck Brought To You By Twitter

Case Study

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@smileycookie on Twitter

• Based at the Pittsburgh waterfront development, tweets as @smileycookie and has a Facebook fan page, blog and e-mail list - all of which were created to find "different ways to communicate and relate with our guests“

• After it was clear the Penguins would play a game 7 in the Stanley Cup Final, Eat'n Park quickly moved to offer a 20 % discount on takeout for game day knowing customers would want to be at home in front of the TV

• Online tools also allow the chain to make short-term changes in strategy

• In response to the coupons offered on Facebook, Twitter and by e-mail, takeout sales shot up 60 % that day

Eat’n Park Restaurant Chain; Dynamic Strategy Change, Rapid Communication

Case Study


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