Maggie Hyde - Social media for businesses

Social Media for Businesses“Social media is a tool, it's not a religion - there

are no real rules and everyone is learning on

the job.”

@ducttape

Going Social

1. Understand social media

2. Find your audience & listen

3. Plan & create your message

(Case studies)

4. Dive in!

5. Review and assess

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DEFINED AND EXPLAINED

Understand Social Media

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Definition:

Social media

• are media for social , using

& scalable publishing

techniques.

• uses web-based technologies to

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interaction

highly accessible

turn communication into interactive dialogues.

put another way…

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Twitter

“The best way to discover what’s new in your

world”

Evolution of the platform:

“What are you doing?” “What’s happening?”

• 140 characters

• User accounts are signified with an @

– @MaggieHyde

– @FlyingBridge

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Twitter

• Tweets

– Public general statements

• @ Replies

– Public messages to, for, or about an individual

• Direct messages (DM)

– private @ replies between you and the

recipient

• Hashtags (#)

– used to create index-able and search-able

content

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Twitter Stats

– Twitter has over 105,779,710 registered users

– There are over 300 new users a day

– Twitter receives 180 million unique visitors a

month

– 37% of users update their status through a mobile

phone

– 55% female, 45% male (april 2010 - quantcast)

– 50 million tweets a day (april 2010 - comscore)

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Facebook

“Facebook helps you connect & share with the people in your life.”

Types of Accounts• Profile – personal or individual account.

• Group – public forum that has central point of interest

• Page – account that represents a thought, brand, or entity

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Facebook

• Photo sharing

• Video sharing

• Link sharing

• News updates

• Location updates

• Games

• Event calendar

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Facebook Stats

– More than 400 million active users on

Facebook

– 50% of active users log on in any given day

– The average user on Facebook has 130

friends

– 500 billion minutes per month on Facebook

– More than 100 million active users currently

accessing Facebook on mobile devices

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LinkedIn

“Relationships Matter”

• Your profile is your:– resume letter

– references document

– database of contacts

– your personal brand

• Import contacts from your email address book

• Follow connections to link with other people.

• Offer recommendations

• Start conversations!

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LinkedIn Stats

– There are more than 60 million registered

users on LinkedIn as of Feb. 2010

(techcrunch)

– 7.7 million unique monthly visitors a year

– When launched in 2003 it took 477 days to

reach the first million members

…the last million members took 12 days.

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Foursquare

“ Check in. Find your friends.

Unlock your city”

• It’s a game

• Use mobile platform to “check-in” to a venue or location.

• Earn badges & mayorships, get tips and information, win rewards from businesses

• Make new friend and connections as well as locate old ones

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Foursquare Stats

– 1 year old on March 2010

• Foursquare has more than half a million users

• 1.4 million venues

• 15.5 million checkins

– The site’s number-one referrer is Facebook

accounting for 33% of upstream visits in a

week.

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Yelp

“Yelp is the fun and easy way to find and talk about great (and not so great) local

businesses”

• Create a user profile

• Write reviews and create listings for businesses you’ve interacted with

• Read and get reviews and recommendations from other users

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Yelp Stats

– 25 million daily unique visits in august 2009

– As of August 2010, more than 38

million people visited Yelp in the past 30 days

– Yelpers have written over 12 million local

reviews

• 83% of them rating a business 3 stars or higher

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YouTube

“Join the largest worldwide video-sharing

community!”

• Search and browse videos to watch

• Share videos you like

• Create and upload your own videos

• Create channels and video playlists

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Youtube Stats

– 2nd largest search engine after Google after

passing yahoo in 2008

– More than 2 billion views a day

– 24 hours of video uploaded every minute

– Average person spends 15 min a day on the

site

– USA internet users watched 32.4 videos in

January 2010 and Youtube accounted for

nearly 99% of them

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RESEARCH & STUDY

Find your audience & listen

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How to find your target audience

– Listen to the current users

• Search.twitter.com

• Google Updates

• Read up on SM News

– Try out the sites

– Research the demographics

• quantcast.com

– Ask your audience

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Twitter.com

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Yelp.com

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Foursquare.com

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LinkedIn.com

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Learn the language

• Twitter speak

• Internet memes

• Social media norms

– Here is a guide to social media etiquette

http://tinyurl.com/social-norms-2010

• Spam rules

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PLANNING & STRATEGIES

Creating your message

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Who will you be?

• Person vs Figure Head

• Brand vs Company

• Individual vs Group

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What is your message?

– PR

– Company News

– Deals

– Industry News

– Humanization

– Giveaways, promotions, encourage usage

– Brand exposure

– Brand community

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??

What do you do when…

– How will you handle negative exposure?

– Can you handle a surge of feedback, visits,

etc…

– What if people aren’t responding?

– How will you engage people?

– How are you tracking and using feedback?

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Case Studies: Twitter

• Duke Energy

– News and Industry related information

• ComCast

– Public Relations

• JetBlue

– Customer Service

A good Twitter Strategy is one that is

receptive to what your followers want.

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Twitter

How are you using Twitter?

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Case Studies: Foursquare

• McAllisters Deli

– Free lunch to the mayor on Mondays

• Starbucks

– nationwide mayor specials

• BART San Francisco Transportition

– Created a badge that earns you a chance to win $25 promo tickets each month for 3 months to randomly chosen riders

• The History Channel

– created tips for when you check in

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Foursquare

Do you have an example?

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Case Studies: Facebook

Coca-Cola

PROS:

– Branded and multi-media rich landing page

– Unique picture that stands out

– Wall full of user posts, not brand posts

CONS:

– little to know visible interaction with user base

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Case Studies: Comprehensive

• NoFizzCLT

• Britax

• Sharpie Permanent Markers

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Challenges

Engagement doesn’t create customers

– Does create consumers• Brand advocates

• Brand loyalty

• Educated consumers

• Brand awareness

The Solution:

Set clear & attainable goals that are based on your market and your strategy

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Challenges

• Time management– Implementing any strategy takes time & man-

power

– Dashboards and aggregation tools can help• Hootsuite

• Tweetdeck

• SproutSocial

– Integrated social media platforms

– Utilize as many resources as you can internally

How do you manage your Social Media time?

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Challenges

• Quantifying your efforts

– New tools are being developed every day

• Twitter has just released their own free analytics!

– Integrate with your offline leads systems

– Trackable links and phone numbers

– Analytics reporting

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Challenges

Generating Content….

- when you plan this is no longer an issue!

- content should be inspired by your

engagement with users

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MEASURE YOUR EFFORTS

Review and assess

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What to measure

Non-financial impact is not ROI (yet)

But it does show potential for $

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ROI by Olivier Blanchard

Step 1:

Establish your baseline to track changes

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ROI by Olivier Blanchard

Step 2:

Create activity timelines

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ROI by Olivier Blanchard

Step 3:

Look at sales revenue, transactions, new

customers

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Step 4:

Measure transactional precursors

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Step 5:

Overlay all timelines

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Step 6 & 7:

Look for patterns & prove relationships

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Conclusion

“Provide them value and become a trusted

friend and this relationship building will

convert into sales and evangelism for your

company.”

Matt Wilson, cofounder of Under30CEO.com

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Minimum Requirements

• Understand how your constituents use (or

don’t use) social media

• Own your brand

– UD.com

• Have a plan

• Be unique

HAVE FUN!

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Thank you!

Maggie HydeMaggie Hyde

[email protected]

Linkedin.com/in/MaggieHyde

Facebook.com/MaggieHyde

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