Miami Dade Chamber of Commerce Social Media Success Workshop presentation 2011-02

BUSINESS EMPOWERMENT
NETWORKING SERIES
SOCIAL MEDIA SUCCESS


Welcome:
Fred Jackson
MDCC Chairman
Introduction:
Bill Diggs
President & CEO of MDCC


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

Social Media
increases

SEO
decreases

Source: 19 Marketing Experts Share Tips and Insights - http://bit.ly/i4Q9Jq

Social Media is Delivering Customers

Source: State of Inbound Marketing Report - http://bit.ly/aewfHr

Social Media; not just for kids…

Blogs Get Read

Source: Data from the Science of Blogging - http://bit.ly/ezRm8w

Lots of Blogs Get Read


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
 Twitter
 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
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

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

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

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)

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

Go Palo Event Invites

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)


Share, Share, Share
Miamism Promotes Others


Engagement By Asking Fun Question :
Name This Bar


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

Poll Daddy Free and Paid Versions

polldaddy.com

Wild Fire Free and Paid Versions

wildfire.com

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.

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


Determine organizational goals

Know The Ultimate Goal
Customer Service

Sell Products

Provide Information on your industry

Strengthen existing relationships

Entice Prospects


Utilize either a branded or personal profile


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


5. Track metrics and conversation trends


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?


• 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.


7. Listen and observe before engaging


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.


• 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. 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.


• 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.


• 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:info@marvindejean.com
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
blanca@blancastella.com
Phone 305-710-1311

http://wilywordsmith.blogspot.com
http://sexandthebeach.blogspot.com
beachbombshell@gmail.com

Marvin Dejean, @mdejean
www.marvindejean.com
info@marvindejean.com
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.

Miami Dade Chamber of Commerce Social Media Success Workshop presentation 2011-02

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