1 / 54

Presented by Akron SCORE

Presented by Akron SCORE. SOCIAL MEDIA. Ralph J. Davila, APR. For Small Business. @rjdavila LinkedIn.com/in/ralphdavila. Part I. WHAT IS SOCIAL MEDIA?. Question… . How would you define social media in your own words?. A Definition of Social Media.

Télécharger la présentation

Presented by Akron SCORE

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.


Presentation Transcript

  1. Presented by Akron SCORE SOCIAL MEDIA Ralph J. Davila, APR For Small Business @rjdavila LinkedIn.com/in/ralphdavila


  3. Question… • How would you define social media in your own words?

  4. A Definition of Social Media • According to Brian Solis, Social Media is: “The DEMOCRATIZATION OF INFORMATION, transforming people from content readers into PUBLISHERS. It is the shift from a broadcast mechanism, one-to-many, to a many-to-many model, rooted in CONVERSATIONS between authors, people, and peers"

  5. Traditional Communication • In the past, you pushed your message to a specific audience (i.e. – Advertising, Direct Mail) Super Bowl Ad Introducing Macintosh - 1984 Super Bowl Ad Featuring E-Trade - 2010 Sources: Mac Ad. Entertainment Weekly. http://www.ew.com/ew/gallery/0,,20254513_20009920,00.html E-Trade Ad. http://www.esquire.com/the-side/feature/new-etrade-commercials-2010

  6. Traditional… • Not much room for two-way communication • Word-of-Mouth was sought out most (Water-cooler talk after a funny ad last night during Super Bowl) • Contact through phone (Customer service) or in-person (In line at the store) Brenda, did you see that hilarious ad last night? WOW! I’ve been telling everyone!

  7. Traditional… • Transparency was tougher to identify • Example: Car dealerships always say they’re largest or have most sales… Source: http://blog.hemmings.com/index.php/2009/12/07/lost-locations-roundup-flying-a-service-station-king-midget-factory-custom-car-dealership/

  8. Digital Communication • The one-way model has morphed into a two-way model • The Company>Customer relationship has become a cyclical, web-like model Business Message Reaches Customer, trickles down to friends and friends of friends Source: http://www.vedainformatics.com/blogs/5-things-about-social-media-marketing/

  9. The Social Media Revolution Courtesy of Socialnomics

  10. Social Media is… • The digitized version of in-person, word-of-mouth communication • In real-time and immediate • A digital medium allowing your audience full access to support, critique and bash you to others • ALL about content! The phrase “Content is King” was never more important • Most importantly - TRANSPARENT


  12. Top 3 Social Networks 1 2 3

  13. Facebook • There are 750 million + “active” users • Roughly 206.2 million people in the U.S. are on Facebook Sources: http://www.digitalbuzzblog.com/facebook-statistics-stats-facts-2011/SocialTRAK, Value of A Facebook Fan. June 2010. Independent Study.

  14. Facebook • Business/ Organizational Fan pages are perfect for building online communities/engagement/interaction

  15. LinkedIn • The first social network to go public with an Initial Public Offering (IPO) • Has more than 100 million users worldwide • 2 billion + people searches in 2010 • Executives from every Fortune 500 company could be found in 2010 Source: onlinemba.com infographic.

  16. LinkedIn • Group/Business pages allow for sharing of information and help connect professionals

  17. Twitter • More than 106 million accounts • Is based on 140 character posts • There more than 55 million tweets each day • 45% of users are between 18-34 Source: http://www.onlinemarketing-trends.com/2011/03/twitter-statistics-on-its-5th.html

  18. Twitter • Great tool for customer service dept., during a crisis and other real-time comm. uses


  20. Why? A Few Good Reasons… • Facebook • The 35+ demographic accounts for more than 30% of the FB user-base • On average, fans spend an additional $71.84 on products compared to non-fans • LinkedIn • 68% of the users are over the age of 35 • 69% of all users make more than $60K/year • Twitter • 30% of users have annual household income of $100K +

  21. Biggest Reason… • Your audience uses these social networks everyday. So how are you reaching them? • You’re probably not… Let me show you what you’re missing

  22. Value of SM for Business

  23. Be Strategic! • DON’T just create a social presence because everyone else is! • Just because you have a page doesn’t mean you’ll succeed • QUESTION: How many of you have stumbled across a Facebook Fan page that hasn’t been updated in more than 6 months? • Social Media is Strategic… and it shows

  24. Building a Strategy • Keep it simple when developing strategy • Be realistic. Start small. Go after the lowest hanging fruit and build from there… • Three key questions that will drive strategy: • 1) What are you trying to achieve? • 2) Who are you trying to reach? • 3) How will social media tools help facilitate this?

  25. What are you trying to achieve? • Types of goals and objectives: • Build awareness • Change perceptions • Reach new audiences, new geographic areas • Communicate during a crisis • Gain feedback on a product or service • Use it to see what your competitors are doing • And on and on…

  26. Domino’s Pizza

  27. Up a river without a… Set your goals and make them your guiding light! If not, you’ll end up like this guy!

  28. Who are you trying to reach? • Social media allows precision audience targeting (demo info, user data, etc.) • Once you know your target audience, social media allows you to build a community • This community allows the online conversation to become offline (real world) • Gain some basic insight into your audiences’ habits, likes and dislikes • Can help target better

  29. Start Small! Targeting… • Friday, August 12, Facebook began allowing businesses to target by ZIP Code.

  30. What social tools to use?

  31. If you’re brave, take a stab at trying them all! By the way, this is only just a few of the thousands out there! Graphic courtesy of Technorati

  32. Choosing Social Tools • Begin by researching where your audience resides online • If you have a direct competitor, review their social networks and take notes • You don’t have to use every available social media network! • Start slow… if your customers use Twitter the most, start with Twitter

  33. Part IV How to begin using these social media sites

  34. Create a Policy • Create a social media policy guide, including: • How to respond to positive and negative posts or comments • Who should be responsible for posting and responding • Rules for use for employees with their own personal accounts

  35. Messaging • Create a basic messaging platform • What is the essence of our business or organization? • Capture that essence with key words and phrases • Develop a tone, a context to your posts and responses… what’s your business’s PERSONALITY? • DO NOT post sales pitches. Create a conversation that engages them to talk about your business.

  36. Include and Share • Make your entire team part of the messaging discussion • That brings them in on the ground floor • Give them ownership, claim to this “voice” you’re creating for your business • Ensure the person/s who are the “content creators” keep continuity in that voice • Give access to your SM accounts sparingly, to those you trust most – they will be the digital voice of your business!

  37. OK… Setup an Account/s! • Facebook, Twitter and LinkedIn make it extremely easy and intuitive to create accounts.

  38. Building the Page • When setting up pages, use your business identity (name, logo, other key info) • Don’t use a person or mascot for your page • It creates confusion unless you are a prominent brand that rests its brand ID on this person/mascot

  39. Page Example

  40. Edit Page Example

  41. Info to Include • Top line information • Logo and tagline if you have one • Business background (Facts and stats) • Location and hours of operation • Contact information (Website, email, phone, etc.)

  42. Part V What do I do next after these social networks have been created?

  43. Reminder! • Now that you have a page or pages, you are in charge of the content • Keep a calendar of when and what to post • Your personal account is now connected to the fan page as an administrator • DON’T accidentally post something thinking your fan page was your personal page

  44. Where’s everyone at? • Just because you created it, doesn’t mean your customers will flock to your page • It takes a little leg work… some manual labor • Do research. Find where your audience hangs out. What they like. • Again, look at your competitors pages, or similarly aligned fan pages Courtesy of: http://blog.sironaconsulting.com/sironasays/2011/02/the-use-of-social-media-in-the-last-12-18-months-has-become-a-widespread-tool-in-the-business-toolbox-although-frustrating.html

  45. Research Facebook • Send a message to your friends to check out your new business page and “Like” it • A great way to get a small base of fans • Friends are more prone to share with their friends • Targeted advertising with small budget • Can target by geography, zip code, etc. • Create an incentive when advertising (Coupons) • Run a contest or giveaway to compel people to “Like” page

  46. Facebook Example

  47. Research LinkedIn

  48. Research Twitter

  49. What have you done? • So, you’ve found some people, you’re: • Promoting yourself to local people on Facebook • Requesting folks on LinkedIn for your business page • Following influencers and their friends on Twitter • What do I do next?

  50. Add Content • Whether you’re using just one or three social networks, begin by adding rich content! • Begin by posting messages that introduce your business to the world and welcome everyone to join in on the conversation • Add a few more… ensure there’s substance! • Keep the message consistent across networks

More Related