Social media basics for the small business

Social Media for the Small Business

March 16, 2010Speaker: Scarlett Rosier

Web 2.0• A set of economic, social and technology

trends that collectively form the basis for the next generation of the Internet - a more mature, distinctive medium.

• Characterized by user participation, dynamic content, openness, scalability and collective intelligence, metadata, etc.


Pros & Cons of Web 2.0• Pros

Portability

Participatory communication

• ConsP

ersonal space invasionT

ime consuming


Social Networking• Social networking is about people connecting

with people. • Leveraging the power of a bigger sphere of

influence and power.• Changing the way people connect with other

people.• Viral effect on the number and quality of

people you interact with regularly.


What is a Blog?• A blog is a type of website, maintained by an

individual, group or company with regular entries of commentary, descriptions or events or other material such as graphics or video.


Blog Facts• Who’s blogging?

Educated and affluent men, ages 18-44

Living in California, New York or Florida

• Why They Blog?S

elf-expression and sharing expertise7

0% say they are better known in theirI

ndustry because of their blog


Blog Facts• Increases SEO.• Consistent posting is KEY.• Blog traffic is NOT consistent.• Inbound links build traffic and credibility.


Setting up a blog• Choose a blog hosting site, free sites:

Blogger

Wordpress

Typepad

• Example set up:https://

wordpress.com


https://www.blogger.com/start





















Before you Blog…• Choose a template design.• Create a name for your blog.• Determine the content of your blog.• Provide a description of your blog.


Start “Blogging”• Write articles or stories. • Find news related information, post with your own

commentary.• Answer FAQs.• Write reviews about products/services relating to your

industry.• Write “how to” posts.• Grab bag.• Be sure to use keywords and phrases that will appeal to

your target audience.


Monitor your Blog• Comments

Email notification.

Review comment: post, reply or delete.

• Statistics# of

people viewing the blog, referral sites, top posts

and pages, search engine terms, clicks,totals,

averages, email subscribers.


What is Facebook?• A social networking platform founded in

2004 originally developed for students at Harvard.

• Now embraced by students, grandparents and businesses-alike.

• Platform provides simple navigation and easy access to site functionality: individual profiles, friends, networks, inboxes, photos, events, etc.


Facebook Facts• More than 400 million active users.• 50% of active users log on to Facebook in any given day.• Average user has 130 friends.• Average user spends 55 minutes per day.• More than 80,000 websites have implemented

Facebook Connect since its general availability in December 2008.

• There are more than 100 million active users currently accessing through a mobile device.


Fan Page Facts• More than 3 million active Pages.• More than 1.5 million local businesses have

active Pages.• More than 20 million people become fans of

Pages each day.• Pages have created 5.3 billion fans.• Average user becomes a fan of 4 Pages per

month.


Setting up Accounts• Create a personal Facebook account.

http://www.facebook.com

• Create a Facebook Fan Page.h

ttp://www.facebook.com/pages/create.php (must be logged into personal account).


Start “Facebooking”• Blue Pencil = Edit• Personal Account

Edit your profile: upload profile picture, join

networks, customize information, find friends,

etc.

• Fan PageEdit Fan

Page: upload company logo, add basic

and detailed information, suggest fans, etc.

• Comment, post, write on walls, invite.


Monitor your Fan Page• Facebook Insights

Measure user exposure, actions and behavior

relating to ads and Page.

Data is updated 12 hours after the full day.

• Fan geographic and demographic data• Fan interactions• Fan acquisition• Post Quality


What is Twitter?• Founded in 2007 as an away-message meets

SMS• Real-time information network powered by

people all around the world that lets you share and discover what’s happening now.

• 140 characters of information on everything and anything going on in the world.


Twitter Facts• Twittering is the sound birds make when

they communicate with each other.• Tuesday is the most popular day for Twitter

activity (11am-3pm).• 11.5 million Twitter accounts (Jan. 2010).• 5% of Twitter users account for 75% of all

activity.


Twitter Lingo• Tweet

An individual message

• @usernameP

ublic message - links to user’s account

• DM or Direct MessageP

rivate message

• RT or retweetR

epost of a message that has already been

tweeted

• Trending TopicsM

ost mentioned terms


Twitter Lingo• # or Hashtag

Categorizing a topic

• TweetupI

n-person gathering organized via Twitter

• Shortened URLsS

hrink links down to fit within 140 characters


Setting up Twitter• Sign up for an account:

http://twitter.com


Start “Tweeting”• Use “settings” tab to fill out information:

Bio, picture, background design

• Find people and companies to follow.• Listen regularly for comments. • Post what your audience would find interesting.• Provide real value.• Don’t spam - big no-no.


Monitor your Tweeting• Quality of engagement

Real time responses.

• Quantify experienceT

ally questions/answers exchanged.

Utilize unique codes.


What is LinkedIn?• Launched in 2003, highly business driven,

with an emphasis on professional networking and business connections.

• Offers a mutually confirmed “gated-access” with minimal interaction requirements but, great value.

• Leverages existing networks


LinkedIn Facts• Executives from every Fortune 500 Company

have an active profile.• One new user registration per second.• 35% of survey respondents reported that

LinkedIn has directly helped them win new clients.

• Creates industry thought leaders.


Setting up LinkedIn• Set up account:

http://www.linkedin.com


Start “Connecting”• Build your profile

Preliminary information: picture, resume,

current and past employment, connections,

education, recommendations, websites,.

• ApplicationsB

logs, twitter, book lists, etc.


Monitor your Profile• Utilize available applications• Review automatic email updates• Develop and grow connections• Join and interact with relevant groups


Crisis Control• Common mistakes

Unprofessional profile

Lack of customization

Omitting important information

Neglecting to network

Spamming


Managing a Crisis• Don’t forget about your fans, followers and readers.• Break down internal barriers to allow for real time communication.

Example: Toyota recalls

• Acknowledge the problem.• Affirm efforts to better the situation.• Honest, fast answers.


Future of Social Media• Incorporation of analytics.• TV will become more social.• Location targeting.• Sophisticated brand monitoring options developed

to understand and better market to consumers.• Customization of social media to differentiate.• Voice of consumer will get louder and stronger.


What to do now?• Decide on the needs and goals of your

business. • Listen in on social media platforms.• Determine which platform meets your needs

and goals.• Create a strategy.• Start the conversation.


Remember…• Active participation is Key.• You can’t just build it and hope that they will

come.• Keep it professional.• Take it slow.• Listen carefully.


Thank You• Questions, concerns, comments?


Resources• http://mashable.com• http://twitter.com• http://facebook.com• http://www.socialmediaexaminer.com• http://technorati.com• http://www.emarketer.com• http://about.com• http://www.Inc.com• http://www.fastcompany.com• http://www.ducttapemarketing.com• Always On by Naomi S. Baron
