social media for small business

Twitter Hashtag: #OASocial

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Secrets to Social Media for Small Business

Mike Lewis, Chairman and CEO, ILD Corp. and Social Strategy1Steve Ennen, President and Chief Intelligence Officer of Social Strategy1

Brought to You By OfficeArrowSponsored by Social Strategy1

OfficeArrow


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Today’s Agenda

• Why There’s More to Social Media than Facebook• The 6 Secrets to Planning Social Media for Your Small

Business1. Listening

2. Planning

3. Engagement

4. Education

5. Growth

6. Maturity

• How to Apply This to Your Business

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Brought to you by:

Today’s SpeakersMichael F. “Mike” Lewis Co-founder OfficeArrow.com and Social Strategy1, Chairman and CEO of ILD Corp. and Author of “Social Media Leadership”Innovator and serial entrepreneur with more than 25-years of experience in forming, financing and profitably managing successful companies. Since 2007, he has channeled his focus on social media and social commerce by co-founding both Social Strategy1 and OfficeArrow.com, while over the last 15 years serving as Chairman and CEO of ILD Corp. He is an active alumni of The Wharton School at The University of Pennsylvania and recipient of numerous CEO and leadership awards.

Steve EnnenPresident & Chief Intelligence Officer, Social Strategy1Educator, publisher, and executive, Steve formerly worked with the University of Pennsylvania’s Wharton School, where he was Founding Managing Director of the Wharton Interactive Media Initiative (WIMI) and Wharton Lab for Innovation in Publishing; recognized as the authoritative thought leaders for issues related to interactive and digital media and their impact on broader business matters. Steve developed the curriculum in emerging media and interactive media strategies for both MBA program and Executive Education courses. A former Editorial Director who launched numerous award-winning digital media products, Steve is adept at discussing the transformation of the total media ecosystem and the critical use of social intelligence in business.

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Today’s Deal of the Dayhttp://www.officearrow.com/deal-of-the-day

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http://www.officearrow.com/deal-of-the-day




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Social Media Can Alter Governments

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Massive Egyptian Protests Powered by YouTube, Twitter, Facebook, Twitpic [Pics, Video, Updates]

Egyptian pro-democracy protesters are embracing Twitter, YouTube, Facebook and Twitpic.


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• Social Media: any form of online communication that not only “talks” to you, as traditional media like newspapers or radio, but also allows you to talk back, facilitating a dialogue – Dynamically generated blogs and microblogs– Social and professional networking sites– Social gaming– Social Commerce/ Coupons– Location-based services– Photograph and video sharing sites

• As individual islands of social media become more populated, they become networks, benefitting from “network effects”– More users join, the value increases to those users by giving them more

people to “talk” to - extending their sphere of influence

– Combine big network numbers with the fact that these conversations happen in real time, you can get powerful, and fast effects

Facebook Is Only One Application of Social Media

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Key Statistics for Consideration

• Three-quarters (75%) of the companies in the survey said they did not know where their most valuable customers were talking about them

• Nearly one-third (31%) do not measure effectiveness of social media

• Less than one-quarter (23%) are using social media analytic tools

• A fraction (7%) of participating companies are able to integrate social media into their marketing activities

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#1 - The Listening Stage

• While the listening phase is the undisputed starting point for any social media strategy, it’s important to say that the listening never stops

• Without ongoing monitoring and intelligence gathering, there simply isn’t any way to inform a strategy or gauge its success

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Once the cotton comes out of the ears, it stays out


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Social Media and Active Listening Tailored to Industry and Goals

• Consumer Goods and Services– The voice of the customer– Customer service– New markets– New sales, customer

acquisition

• Healthcare– Understand the patient

experience– Identify key questions patients

have in their care

• Legal/Corporate Governance– Discovery– Compliance– Employee monitoring

• Accounting/Finance– Forensic accounting

• Market Research– True voice of the targets

• Politics– The voice of the voters

• New Business

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#2 – The Planning Stage

Always be honest and transparent

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#2 – The Planning Stage• Why is it that most small businesses have no social media plan or

one that is focused on relatively minor concerns or initiatives?– A campaign is not a strategy

– Planning and execution is equally important as ongoing strategic goals

– Set clear goals and objectives and get management buy-in

• Determine what you want to get out of social media engagement– Do you need forums for better, more cost-effective, customer resolution?

– Do you want to capitalize on social media opportunities for lead generation? For recruitment?

– To establish yourselves as industry experts?

– To tap into the voice of the customer for product development?

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Be Mindful of Your Customers

#3 – The Engagement Stage

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• Establish Your Online Presence– Create basic accounts and the profiles you’ll be known by in the great

conversation. Choose a few like Facebook, Twitter, and LinkedIn

• Staying Consistent– A lack of consistency can be confusing to customers or contradict your real

value proposition. Experiment with social media – your image, voice, and values should be consistent across channels

• Committing to Content– Develop an editorial calendar, inventory existing traditional content to see if it

can be used on, or adapted to, social media sites, look for well trafficked media outlets, tag content on your site with quick buttons and widgets

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• Being Experimental– Do we go in big to catch up? Should we design a small, careful trial? Is it

reckless to take those first steps based on plain, old gut feel? “Just do it” – Nike

• Using All Channels– Any comment posted on Twitter, a blog, or a forum can make its way to the

Wall Street Journal, and vice versa. It’s vital to listen to all channels because you never know where a golden bit of information will appear

• Try Video– Video has become more effective and viral than traditional advertising

methods – consider Proctor and Gamble’s 70-year old brand – “The Man Your Man Could Smell Like” resulting in 30+ million views on YouTube and boosting Old Spice sales by double digits

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#4 – The Education/ Absorption Stage

How many of them will give you feedback, trial your service, promote your products, or make you money? Is Facebook even right for you?

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#4 - The Education/Absorption Stage

• Understand the ins and outs of each of the major social platforms and start to appreciate the distinctions among community mind-sets

• Identifying the influencers

• Engage with influencers

• Monitor and measure

• Collaborate as a team with key players

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#5 – The Growth Stage

Define policies

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#5 - Growth Stage• Commit to Ongoing Engagement

– Include quality content, and a plan for the allocation of time and resources for delivering it consistently and reliably

• Finding Focus– Look at the data over a period of time to establish metrics and concentrate

activity and plans for scalability and expansion in those areas

• Defining Policy– Develop written policies for usage, level of transparency, content parameters, and

employee participation

• Mainstream– Full benefits of social media are realized only when it is mainstreamed into a

company’s own communications system, including those outward communications with its customer base

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#6 – The Mature Stage

• Social media approach to honesty and authenticity has pervaded corporate culture, and employees are proud to be active

• Educate other potential ambassadors within the virtual and physical communities through seminars, video, webinars, and podcasts

• Encourage customers to “visit us on Facebook” in print media, business cards, and email signatures

• While it may take some time, experimentation, and patience to get there, your mature strategy model will erase those doubts about social media’s ability to increase visibility and profits

You’ll be in the game to stay

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How to Apply Social Media to Real Business

1. Listen - understand the environment and listen, strategically

2. Plan - have a plan and communicate the plan through the business

3. Engage and be agile - know what to do with what you hear

4. Educate – engage influencers and measure, measure, measure - all efforts can be tracked

5. Grow - find focus and define policy, commit to quality content, and metrics

6. Maturity - Reach out with education, identifying communities where your buyers are and consistent participation

Measure your results

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Brought to you by:

How to Be Successful Using Social Media• Metrics can help determine ROI and proof of performance for

several media strategies

• Need to align metrics with strategic objectives– Includes overall compliance and governance controls

Source: Social Strategy1

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What folks have said about Social Media Leadership

• “When a serial entrepreneur with a $100-million-dollar company gives first-hand social media insights, I listen.”– Erik Qualman, Author of “Socialnomics”

• “This book is a comprehensive look at the current trends in social media. Mike has done a good job of demonstrating the correct ways to use social media.”– William Porter “Billy” Payne, CEO, Atlanta Olympic Games

• “Mike Lewis’ tale is a story for every business owner. He started as a skeptic, moved to learner, then he lived it by applying the principles of social media strategy to his businesses and now is teaching it. This is a must-read book for those individuals that want to get “into the game” but skip to the advanced steps quickly.”– Eric Bradlow, The Wharton School, University of Pennsylvania

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Brought to you by:

What If Business Had A Crystal Ball…

• What if you could make the right moves in the moment because you know what your customers are thinking about your company, your competition, and your category right now?

• Social Strategy1 delivers a new kind of real time clarity and direction for business. – Tapping the richest source of real time information available today–the Internet, where people’s

actions and conversations reveal things you couldn’t get from focus groups or sales data.

– Across all the key disciplines: strategy, operations, product development, customer service, marketing and sales.

– We don’t just tell you what’s happening; we tell you what it means, where it’s heading, and what you can do about it.

• We are able to do this because we have businesspeople deciphering data. So you get real intelligence you can act on now.

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Brought to you by:

Mike [email protected]

@michael_f_lewis904-273-2440

CONTACT INFO

Steve [email protected]

@EnnenSS1646-334-5893

@sstrategy1 @officearrow

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OfficeArrow

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