The Business of Social Media

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THE BUSINESS OF SOCIAL MEDIA

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Who am I?

Entrepreneur

Volunteer

Greyhound foster parent

Poker player

Power yoga addict

Juggler and unicycle owner

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Social Media Experience

@NationalECwww.facebook.com/NationalEC

@OrlandoIncwww.facebook.com/OrlandoInc

@BuyLocalOrlandowww.facebook.com/BuyLocalOrlando

@SaveSunRailwww.facebook.com/SaveSunRail

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2010 Web Traffic (Top 20)

Google (1) (13) (15) (16) (20) Facebook (2) YouTube (3) Wikipedia (6) Blogger (8) Twitter (11) WordPress (17)

www.alexa.com

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Today’s Topics

Facebook

Twitter

LinkedIn

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Facebook - Profiles

Profiles = Friends

This is you…because YOU hopefully..

Have friends

Are an individual

Have a personal life

Engage in conversations

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Facebook - Pages

Pages = “Likes”

Company / Organization

Professional

Stimulate Interest / provide value

Analytics*

Custom URL (www.facebook.com/username)

*This alone should encourage you to have a page!

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Facebook - Analytics

“Insights”

Only available with pages

Tracks activity on page

○ Watch trends

Offers demographic information

○ Age, Gender, Location, Language

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Facebook - Analytics

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Facebook - Analytics

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Facebook - Analytics

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Facebook - Analytics

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Facebook - Content

Primarily Informational

Articles relevant to your service or product

Occasional information about your business

Special deals

Exclusive for fans/followers

Make sure they are special

○ 10% off – generally not very special

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Facebook - Content

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Facebook - Engagement

Allow fans to post content

Pay close attention to posts

Default – receive emails for activity

Ask questions

Learn about your customers/clients

Comment on fan posts

Respond to negative posts publicly

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Facebook - Ads

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Facebook - Ads

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Facebook - Ads

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Facebook - Ads

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Facebook - Ads

Run several small campaigns

Determine your goal

Test regular ads and sponsored stories

Different images

Different landing pages

Review results

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Facebook - Deals

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Facebook - Deals

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Facebook - Deals

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Twitter

Based on SMS

140 character messages (tweets)

Messages include text, links, pics, videos

Create lists to focus conversation

Broadcast to anyone listening / watching

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Twitter

Use #hashtags to mark & search topics

www.search.twitter.com/advanced

By date, geographic area, topic, sentiment

Great listening tool

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search.twitter.com

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search.twitter.com

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search.twitter.com

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search.twitter.com

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search.twitter.com

What do you do with the results?

Strike up a conversation

Do not try to sell directly

This is about creating relationships

Learn about your competition

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LinkedIn

Professional Networking

Great tool to find professional connections /

resources

Power is in groups

Allowed to Join 50 – so join 50

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LinkedIn Answers

Great place to showcase expertise

Provide value

Find experts

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LinkedIn

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Tweetdeck

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Which platform is right for you?

Examine your business

Survey your current customers

Which platforms do they use?

How do you currently communicate with them?

Brick & mortar or virtual?

B2B or B2C?

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Which platform is right for you?

Determine your time commitment

Determine your goals

In other words… revisit your marketing plan!

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Listen Up!

Create your listening posts

Social Mention

Google Alerts

tweetbeep

○ Your name

○ Company name

○ Competitor’s names

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Engage

Social media community is about

sharing

Ask questions, people will help you along

the way

Learn the lingo

Make it professionally personal

Find your voice

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Engage

Put your plan into action

Commit time to maintain

Use common sense

Spam: not good in a can, inbox, or social

media feed

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Warning!

Teenagers know social mediaIt’s tempting, I know

Would you hire a teen to run your entire marketing campaign?Basics are great

○ Posting pics, links, etc

Common sense to youNot to them

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Take Home Points

1. Create a plan with goals & pick your

platforms

2. Start small, grow with your comfort

3. Tools, tools, tools

4. Listen first

5. It’s a community: place to share, not pitch

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Take Home Points

6. Engage: find your voice

7. Go OFFLINE

8. Facebook: Profile & Pages

9. It’s social but not child’s play

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Contact

[email protected]

www.twitter.com/joshuacjohnson

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Resources

www.mashable.com

www.techcrunch.com

www.openforum.com

www.smallbiztrends.com

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Resources

http://business.twitter.com/twitter101

http

://www.chrisbrogan.com/category/social

media

/

http://www.readwriteweb.com/