BUSINESS EMPOWERMENT NETWORKING SERIES SOCIAL MEDIA SUCCESS
Miami Dade Chamber of Commerce Social Media Success Workshop presentation 2011-02
Sep 01, 2014
Social Media workshop for small business with overview of Social Media, and how to use Facebook, Twitter, Blogs for small business
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BUSINESS EMPOWERMENT NETWORKING SERIES
SOCIAL MEDIA SUCCESS
SOCIAL MEDIA SUCCESS
Welcome:
Fred Jackson
MDCC Chairman
Introduction:
Bill Diggs
President & CEO of MDCC
SOCIAL MEDIA SUCCESS
Using Social Media to Promote Your Business Bill Grunau, @own_your_future
Creating Great Facebook Page
Blanca Stella, @miamishines @micaminar
Maria De Los Angeles, @vicequeenmaria
Getting Started & Using Twitter Marvin Dejean, @mdejean
Follow the Discussion on Twitter
Follow #MiamiSocial to join the discussion with other Tweeps…
Follow the speakers:
Bill Grunau, @own_your_future
Stella Blanca, @miamishines @micaminar
Maria De Los Angeles, @vicequeenmaria
Marvin Dejean, @mdejean
Today’s Social Universe Source http://causehabits.tumblr.com/post/114460823/socialntwrks-jzuccaro
Inc 500 ‘Likes’ Social Media
After ignoring Social Media
for years, Inc 500 „Likes‟ it
in 2010
71% using Facebook
60% using Twitter
50% blogging
18% do not use?
Fortune 100 Goes Social…
Twitter leads
Fortune 100 for use
65% Twitter
54% Facebook
Just 33% Blog?
Source: Burston Marsteller Fortune 100 Study, see their Blog for full report
Inc 500 Social Media Successes
Majority report success with
Social Media programs
85% Facebook
60% 81% Twitter
86% Blogging
75% Foursquare
Social Media is Delivering Value
Source: 19 Marketing Experts Share Tips and Insights - http://bit.ly/i4Q9Jq
Social Media increases
SEO decreases
Social Media is Delivering Customers
Source: State of Inbound Marketing Report - http://bit.ly/aewfHr
Social Media; not just for kids…
Social Media is Very Diverse
Blogs Get Read
Source: Data from the Science of Blogging - http://bit.ly/ezRm8w
Lots of Blogs Get Read
Source: Data from the Science of Blogging - http://bit.ly/ezRm8w
Source: Data from the Science of Blogging - http://bit.ly/ezRm8w
Blogs Have Influence
4 out of 5 say
blogs affect
purchase decisions
somewhat or very
much.
Only 1 out of 10
say blogs have no
influence
Blogs Improve Search Rankings
Source: Data from over 1,500 small businesses - http://bit.ly/XDkQV
Blogs Drive Traffic
Source: Data from over 1,500 small businesses - http://bit.ly/XDkQV
Twitter Delivers Leads
Source: State of Inbound Marketing Lead Generation Report - http://bit.ly/cVMpkn
Web 2.0; it’s all tied together
Social Media Drives Search Engine Rank
Google, Yahoo, & Bing now use social media data to determine page rank and search results!
• Facebook Page ‘Likes’ count as a positive vote
• Tweets are indexed by Google & show up in results
• Blogs are indexed and Blog links help search rank
• Blog comments are indexed & show in results
What is Open Graph?
Open Graph is Facebook’s new protocol to share information throughout the social web… the Social Graph
• You can add ‘Like’ button to your website & blog
• ‘Like’ information shared across platforms, examples
‘Like’ info from your website posts to Facebook page
‘Pandora’ favorite songs shared with Facebook friends
Yelp favorite places and recommendations shared
Developing a Social Media Campaign
What makes a great social media campaign?
• Here are the basic elements…
Website
Blog
Facebook Page
Youtube (for some)
• What is the role of each?
Website
Your Website is the hub of your Internet marketing campaign
• Website role is:
Search Engine Ranking & Results! Getting you found!
Host site for your blog
Information resource for your customers & clients
Product & Service Information
Links to your social media: Facebook, Twitter, Blog
Sells your product – this is a result of all of the above!
Facebook Page
Your Facebook Page complements your website…
• Facebook Page is a Social Network:
Conversation & interaction with fans of your brand
Questions posted about your brand & you answer
Fans post pictures, even videos
Contests & coupons
Provide information updates to your fans
Your Blog
What makes a great blog?
• Here are the basic elements…
Interesting topics
Things you are passionate about
How to information & unique insights
Personal stories
Social Media Conversations
Conversation Styles
Website:
• Content rich
• Information resource
Facebook, Twitter, and Blogs:
• Authentic – be yourself, be personal
• Sharing not selling; less than 10% about products, services or offers
Twitter’s role is…
Micro blogging – announcements about new blog posts
News feed
Conversation with Tweeps
Sharing information
Networking
Driving traffic to website, Facebook, and blog!
Next up… Creating a Great Facebook Page
Stella Blanca, @miamishines @micaminar
Maria De Los Angeles, @vicequeenmaria
Next up… Creating a Great Facebook Page
• Personal Profile vs. Facebook Page
Personal Profile Facebook Page
5000 friends maximum Unlimited
Private Open
Not Indexed Indexed by Google
Benefits of A Facebook Page
• 500 million + active users
• Fully indexed by Google with your keywords
• Alexa Ranking of #2 & Page Rank of 10
• Create your own hub to engage with clients/customers & new prospects
• Drive traffic back to your blog, newsletter or opt-in list
• Free to host video, images, content
Select Your Category
Link To Start a Fan Page
Create The Page
Setting Up Content & Connections
Key Items To Initiate
• Company Info
• Logo
• Individual Pictures or Photo Album
• Video
• Links to Website , Blog or Articles of Interest
• Start Sharing, Invite Friends
• Optional: Add other people as admins for management
Secure Your Brand Name
After 25 Likes You Want Facebook.com/xyzconsulting
http://www.facebook.com/username
Allocating Resources To Build & Maintain Your Page
• Your time
• Outsourcing: Social Media Community Managers , Professional Bloggers, Freelancers
• Submit small jobs to websites: ie. Gig Coin
• $500 to $1000 for custom content by a graphic and webdesigner
• Purchase templates: ie. Fan Page Engine
• Targeted Facebook Ads (paid)
Gigcoin.com
Fan Page Engine
Tips To Engage People
• Ask questions
• Use lots of visuals
• Provide valuable links outside of your own and ask for their opinions
• Use polls
• Create contests/sweepstakes
• Giveaways or coupons
• Create events
• Crowdsource for ideas
Small Business Examples Go Palo, Music Band
Go Palo: Facebook.com/Go Palo
Miamism by Ines Hegedus- Garcia & Enrique Garcia, Real Estate Agents
Miamism: Facebook.com/miamism
Miamism : It’s All About the Mojitos (And Real Estate)
Miamism: Facebook.com/miamism
Share, Share, Share Miamism Promotes Others
Miamism: Facebook.com/miamism
Engagement By Asking Fun Question : Name This Bar
Miamism: Facebook.com/miamism
Miami Tour Company Landing Page
Facebook.com/miamitourcompany
Visit Florida Use Facebook To Promote Your Other Social Networks
Facebook.com/visitflorida
Hawks Cay Resort A Simple Photo Album Will Do
Facebook.com/hawkscayresort
Hawks Cay Resort 96 Likes & over 30 comments on 1 photo album
Facebook.com/hawkscayresort
Soul Of Miami: Passion To Promote Local Artists
Facebook.com/soulofmiami
Life Is Art: Event Promotion 1 Invite Results in 79 Confirmations
Facebook.com/lifeisart
Causes: Hands Across The Sand
Facebook.com/handsacrossthesand
Hands Across The Sand Engaging By Quoting Others or Via News Articles
Facebook.com/handsacrossthesand
Jupiter Dermatology & Hair Restoration Creating An Educational Video Library
Facebook.com/jupiterdermatology
Landing Page Has Optin Email Submission Form
Facebook.com/colombianfoods
Gracefoods: Recipi Competition
Facebook.com/gracefoods
The Pirate Museum: Contests
Facebook.com/thepiratemuseum
Free Applications
• Wild Fire : wildfireapp.com
• Involver.com
• Poll Daddy.com
Note: Upgrade to paid for additional features &
applications
Involver: You Tube, Flickr, Twitter, RSS & much more
http://involver.com/applications/
Coupons, Group Deals, Contests & Sweepstakes Need To Abide By Facebook Policies
Administer promotion through 3rd party applications:
• Wildfire
• Offerpop
• Votigo
• Bulbstorm Source: http://blog.gigcoin.com/is-a-facebook-contest-or-
sweepstakes-right-for-your-business/
http://www.facebook.com/promotions_guidelines.php
Wild Fire Giveaway App Example: Blowfish Shoes
http://facebook.com/blowfishshoes
Wild Fire Sweepstakes Example: Guitar Jamz
http://www.facebook.com/pages/Guitar-Jamz/211844342207?v=app_28134323652
Large Brand Examples
• Target and Lady Gaga http://apps.facebook.com/heartgaga/
• Starbucks http://www.facebook.com/Starbucks
• Coca Cola http://www.facebook.com/cocacola
Next up… Getting Started & Using Twitter
• Getting Started & Using Twitter
– Marvin Dejean, @mdejean.
Tweet Up Your Profits
Micro Blogging
Real Time Communication Tool
Twitter is a combination of these various forms of communication.
140 characters or less
shared links to
interesting content on the web,
conversations around hot topics (using hashtags),
photos, videos, music,
real-time accounts from people who are in the midst of a newsworthy
event, crisis, or natural disaster.
10 Twitter Best Practices for Brands
Do your research before engaging customers
Know how your customers use Twitter.
Twitter Search
Use Twitter Search to find out what is being said about your company, your brand, your industry and even
the competition
10 Twitter Best Practices for Brands
Determine organizational goals
Know The Ultimate Goal
Customer Service
Sell Products
Provide Information on your industry
Strengthen existing relationships
Entice Prospects
10 Twitter Best Practices for Brands
Utilize either a branded or personal profile
10 Twitter Best Practices for Brands
Build your Twitter equity and credibility
You won’t succeed in building your Twitter equity by pushing out one way marketing messages about your product
Follow the 80/20 Rule
80 percent of my tweets are
conversational and personal,
20 percent are about the company
10 Twitter Best Practices for Brands
5. Track metrics and conversation trends
10 Twitter Best Practices for Brands
One metric you absolutely must track: how much money Twitter has saved your brand. How many
issues did you solve, leads did you create, and dollars did you save through Twitter engagement versus
traditional resources?
10 Twitter Best Practices for Brands
• 6. Don’t go overboard; less structure is better
• Planning, training, coordination and integration with social tools is imperative — just don’t go overboard and create a social media policy that is too restrictive.
10 Twitter Best Practices for Brands
7. Listen and observe before engaging
10 Twitter Best Practices for Brands
8. Be authentic & believable
you and your brand need to be believable. This means spending time listening to your community, observing it, and learning
about the dynamics of that community.
10 Twitter Best Practices for Brands
• 9. Track, measure, and iterate
The great thing about the social web is that it’s not difficult to track the results of Twitter engagement,
10 Twitter Best Practices for Brands
• 10. Don’t just strategize: execute!
By spending too much time trying to think of the best strategy, you are going to miss priceless
opportunities to fix problems, answer questions, and create brand affinity with customers.
With Twitter your mantra should be: just get out there and try it.
What is Your Twitter IQ
• Are we using Twitter to help boost our site traffic?
• Are we using Twitter to improve
our search rankings?
• Are we tapping Twitter to sell
seasonal merchandise and excess inventory?
• Are we using Twitter as a focus group environment?
• Are we using Twitter to its fullest potential?
• Are new clients finding me though Twitter?
The Twitter Road Map
• Instead of answering the question, “What are you
doing?”, answer the question, “What has your attention?”
• Have more than one twitterer at the company. People
can quit. People take vacations. It‟s nice to have a
variety.
• When promoting a blog post, ask a question or explain
what‟s coming next, instead of just dumping a link.
• Ask questions. Twitter is GREAT for getting opinions.
• Follow interesting people. If you find someone who
tweets interesting things, see who she follows, and
follow her.
The Twitter Road Map
• Tweet about other people‟s stuff. Again, doesn‟t directly
impact your business, but makes us feel like you‟re not
“that guy.”
• When you DO talk about your stuff, make it useful. Give
advice, blog posts, pictures, etc.
• Share the human side of your company. If you‟re
bothering to tweet, it means you believe social media
has value for human connections. Point us to pictures
and other human things.
• Don‟t toot your own horn too much.
• Promote the heck out of others, too.
The Twitter Road Map
• You don’t have to:
– read every tweet.
– reply to every @ tweet directed to you (try to reply to some, but don’t feel guilty).
• Use direct messages for 1-to-1 conversations if you feel there’s no value to Twitter at large to hear the conversation
• Use services like Twitter Search to make sure you see if someone’s talking about you. Try to participate where it makes sense.
• 3rd party clients like Tweetdeck & Twhirl easier to manage Twitter.
• Use the URL shortening tools TinyURL and others tidy your tweets.
• Commenting on others’ tweets, and retweeting what others have posted is a great way to build community.
Marvin Dejean, CEO Markcom Industries, Inc. 11046 NW 34th Manor Coral Springs, FL 33065 P:(954) 254-9030 E:[email protected] W:www.marvindejean.com Twitter:@MDejean Facebook:Facebook.com/marvindejean Linkedin:Marvin Dejean
The Speakers
Bill Grunau, @own_your_future
Blanca Stella, @miamishines @micaminar www.blancastella.com [email protected] Phone 305-710-1311
Maria De Los Angeles, @vicequeenmaria http://wilywordsmith.blogspot.com http://sexandthebeach.blogspot.com [email protected]
Marvin Dejean, @mdejean www.marvindejean.com [email protected] Phone: 954-254-9030
About Bill Grunau
• Bill Grunau has nearly 8,000 followers on Twitter, Bill Grunau, is
ranked in the Twitter Elite for Miami by Twitter Grader. He has over
20 years of experience in marketing ranging from high technology
business-to-business, business-to-consumer, retail and non-profits.
Currently, he is the Dirctor of Account Development for Circle of One
Marketing and has successfully launched marketing campaigns using
cutting edge Social Media employing Facebook, Twitter, and blogs.
Grunau has created high effective Facebook advertising strategies for
clients that have increased click-through-rate (CTR) by as much as 20
times and developed highly ranked websites for clients using Search
Engine Optimization (SEO) and Social Media Optimization (SMO). He is
a published author, “Own Your Future, Straight Talk About How to Buy
A Business and Build Your Future” and founder of 2 blogs, SelfSEO.me
where he discusses social media, and CareerXL, a blog dedicated to
career and professional development.
About Blanca Stella & Maria de Los Angeles
Blanca Stella; a Social Media, Blogger Consultant and Digital Community Builder for corporate executives at Casablanca Enterprises LLC., Blanca Stella, has been an entrepreneur and small business owner for 25 years. She has shared her vast experience in project management, sales & management to assist clients in developing strategies and solutions for online content management, digital publishing and marketing. Stella graduated from Florida International University with a BA in Finance and International Business. Stella’s model is to “Create Authentic Connections Through Online Media.”
Maria de los Angeles is an award-winning freelance writer who has been blogging for five years. She is very involved in the local blogging and social media community and uses social media properties to promote her own brand. She is also an online community manager for Miami Beach 411, the city's premier travel website. As a teacher, she leads workshops on basic blogging as well as communication and interpersonal skills in social media.
About Marvin Dejean
Marvin Dejean is the Director of Business Development & Government
Relations at United Data Technologies, one of the fastest growing IT firms
in the United States. He leads the company’s corporate and government
relations for strategic partnerships between UDT and its key vendors,
partners & consultants. Dejean is a renowned speaker, author and digital
marketing strategist. He also created the “Prime Directive” leadership
program that helps businesses, individuals, and organizations take the
quantum leap to the ever expanding digital marketplace. He has lent
expertise in Social Media and technological advances to some of the most
well-known companies and organizations throughout the U.S. Dejean is
also the host of his own television business show “Market Trends” on
TeleAmerica in Miami and has received numerous of business awards. He
is a native of New York City and graduated the University of Miami with a
BA in Psychology and Criminal Justice.
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