What is Social Media - Workshop For the Central Chamber of Commerce

What is Social Media & Ways To Use It To Promote Your Business
www.brilliantwebdesign.com.au
www.nataliealaimo.com
What is Social Media
&
Ways To Use It To
Promote Your Business

Presented By
Natalie Alaimo
Brilliant Web Design
www.facebook.com/NatalieAlaimoPage
www.twitter.com/nalaimohttp://
au.linkedin.com/in/nataliealaimo/

•Who is currently using Social Media?
•Who is currently using Social Media successfully?
•Who has no idea about Social Media and want to learn
more?

Great, well you are all in the right
place

A little about me?
•Sales and marketing roles for the last 12 years
•Aim for Highest Return lowest cost/input
•Variety of industries
•Unique products – mailing equipment
•Commodity products – printing
•True Passion came when I discovered websites, online marketing & social media
•Now working with International Companies such as BNI (36 countries) & GBC (Acco
Brands)
• My favourite thing is working with small business owners and showing them how to use
the principles of online marketing and social media to leverage their time and create
more and better qualified leads for their business
Is that something you would be interested in?

Some of the things I’m managed to accomplish include
•Blogging for Telstra
•Presenting Social Media to KL, Malaysia
•Article in International Entrepreneurs magazine
•Working with International, multi million dollar companies including
•BNI – world’s largest referral networking group
•36 countries, 120,000 members worldwide
•BNI Australia, 5000 members
•GBC Australia – Acco Brands who are the people who do sell many of the
products you would find in Officeworks

So, do you want to know about
Social Media?
And how to use it for your
business?
Well you are in the right place!!

We are in the mist of a revolution
Revolution of communication

Let’s look back in History
Printing Press

Radio

TV

Internet

Who controlled the messages?

http://www.youtube.com/watch?
v=lFZ0z5Fm-Ng

Largest growing segment on
Facebook is females
55-65

50% of the mobile internet traffic in
the UK is for Facebook

78% of people trust peer
recommendations

Facebook tops weekly traffic from
Google

25% of search results for the
World’s Top 20 largest brands are
links to user-generated content

What is Social Media?

What is Social Media?
“The web is at a really important turning point right now. Up until recently, the default
on the web has been that most things aren’t social and most things don’t use your real
identity. We’re building toward a web where the default is social.”
Mark Zuckerberg
Social Media is using these means of
communication in a social manner to reach or
influence people

Traditional Marketing
•You broadcast the message
•Market receives the information
•One Way Communication
•They can’t communicate back

New “Social Media” Marketing
Advertising on the web is less about just hitting someone with a
message... it's about engagement.
Mark Zuckerberg
•You broadcast the message
•Market receives the information
•You engage them
•They communicate back

Why Social Media?
Social Media is a logical extension of what we have been
doing for years. The technology has changed but the fact
remains that as humans we want
•To Connect
•To Learn
•To Express
•To Share
•To Interact

But what about business?
Business is one human connecting with
another human

VCP Formula
Visibility + Credibility = Profitability
•Social Media tools & platforms provide you with an
opportunity to be visible
•The information & media you share builds your credibility
•You can then move your fans/followers off Social Media
to your website or blog where they enter your sales
process and end up in the profitability zone

Social Media Sales Funnel

Why Social Media?

Big 3

What is
•Facebook allows you to share your life and business with
friends, family, clients and potential clients. You share via
Facebook using a mixture of media, from status updates, notes,
links, videos, images and so much more.
•Facebook has a mixture of accounts from personal profiles,
community pages to official pages and groups. The right one for
you will depend on your business and objectives.

Facebook

What is
•Sharing your life in 140 characters called a Tweet
•Twitter is a relaxed style where users share a mixture of social,
personal and business content.
•Allows sharing of content very easily via the “reTweet” feature
•Twitter provides the opportunity to share brief snippets of
information with your customers allowing them to view and read
what they are interested in.
•It allows you to quickly share information with people interested
in you and your company.

Twitter

What is
•LinkedIn is a business orientated social networking site.
•It has similar features to Facebook in terms of “friends” called
“connections” and status updates.
•Its main use is for business networking and recruitment.
•LinkedIn has a very professional, white collar feel, where users
interact by using status updates, groups and discussions.
•LinkedIn is purely professional based and doesn’t have the fun
factor.
•LinkedIn users can get recommendations from their connections

Who Is Your Target Market?
• Be as specific as possible
• Think of your current clients (the ones you
like)
• Think of the industries you deal with
• Which position in the companies
• Age, gender, income, interests/hobbies
• Complete the worksheet

What is your Marketing Message?
• My customer/s is/are
• Their problem is
• I fix it by
• My customers now benefit because

What is your Marketing Message?
• My customers are small business owners and
entrepreneurs based in Australia.
• Their problem is they know they need to be on social
media and online but don’t really know what or how to do
it
• I fix it by providing them with strategies and systems
which makes the whole process as easy as paint by
numbers, leaving nothing to chance
• My customers now benefit because they are generating
more leads, have better clients who they love to work
with and can leverage their time for greater returns.

Where is Your Target Market?

Summary
• Statistics vary from source to source
• Fastest growing demographic on
Facebook – Females 55 – 65
• LinkedIn has a higher average age than
other sites
• Females dominate Facebook, Twitter &
FourSquare
• Males dominate LinkedIn & YouTube
• Average age is 38

Australia
Australians are leading the way with the most time spend on SM sites – 7 hours per month

Social Media Strategy
• Three Specific Strategies
– Brand Awareness
– Build A Community
– Gaining Sales
• Two Overall Benefits
– Visibility & Credibility
– Search Engine Optimisation

Social Media Strategy
• Sharing High Quality Information
• Sharing Valuable Information
• Engaging Your Clients
• Using a variety of media – written, audio, video
• Using a variety of tools and platforms –
Facebook, Blog, Forums, Review Sites
You can buy attention (advertising), you can beg for attention from the media
(PR). You can bug people one at a time to get attention (Sales). Or you can earn
attention by creating something interesting and valuable and then publishing it
online for free. David Meerman Scott

Brand Awareness
• Building your Brand Name
• Getting your Brand Known in Your Niche
• Visible to your target market
• Get people talking about You – Personal
Branding
• Get people talking about Your Brand

Brand Awareness

Blendtec
The first videos went on the company’s website on Nov 2, and after only 1 day the
site had received 23,000 hits. After being released on YouTube the videos exploded,
with their version of a ‘golf ball smoothie’ receiving over 1.7 million views. “Ten days
ago, I didn’t even know what YouTube was,” said Dickson with a chuckle. “I’m
learning real fast.”
For around $50 (the cost of the items the blender has destroyed) the company has
managed to reach an international audience of millions. “We have built a top-of-mind
brand recognition awareness of this company in a matter of days,” Wright said.
Read more: Case Study: Blendtec – The Power of Viral Marketing | ineedhits
http://blog.ineedhits.com/small-business-news/case-study-blendtec-the-power-of-viral-mar

Build A Community
Women In Business

Build A Community

Build A Community
• Zarraffa’s Coffee

Gaining Sales
• Isn’t this the reason we are in business?
• Adding more prospects into your sales
funnel
• Gaining more sales (online)

Gaining Sales

Benefits Of Social Media
• Increased Visibility
– Consistency in posting
– Vary posting times to capture varied audiences
• Increased Credibility
– Quality information
– Relevant information
– Valuable information
• Increased Search Engine Rankings
– Selecting correct usernames
– Using keywords where possible
– Posting frequently
– Posting Consistently

Setting Objectives
• Should be based on goals, strategy and
business
• Set Objectives per platform
– x amount of friends/followers by a certain time
– x amount of interaction (comments, likes)
– % increase in traffic to your website
– x amount of friends sharing your information
with their friends
– status updates x times per week

Mistakes to Avoid
• Large amount of fans but not your target market
– quality vs quantity
• Lack of Advertising
– advertise your social media profiles offline
• Giving up after a short time
– Social Media is a long term strategy
• Relevant Content – 80/20 business/personal
– If someone lands on your page will they find updates
which will increase or decrease your credibility?

Mistakes To Avoid
• Too Many Accounts
– Either integrate accounts or only open what you can manage
– Don’t build up a following and then abandon account – Boost
Juice
• Lack of Engagement
– Engage first then sell
– Answer and respond to questions/feedback
• Not linking back to website/resources
– Build creditability by linking back to more information
• Lack of Monitoring
– Check in daily or every few days
– Restaurant who started an account and then left it – had people
wanting to book on their page but they never responded

Boost Juice

Linking To Marketing
• Should form part of your marketing
strategy
• Move from Advertising (blasting model) to
Social Media (engagement model)
• Providing content instead of sales
• Position your brand and you as the expert
• Encourage offline to connect online
– Most users don’t see it as opt in marketing
when liking pages, following and connecting

Link to Website
• Build a database
– to continue the marketing process
– Social Media platforms could be gone tomorrow
• Link back to your website/blog
• Website should have fresh, original & new
content
• Integrate with Social Media both ways
– Plugins and badges on website
– Links from social media platforms to read more

Editorial Brainstorm
• Breaking your business down into bite size
pieces
• Start with the big topics – then deeper
• Think of:
– Commonly asked questions
– Interesting or unusual facts
– Commonly forgotten things
• Complete Worksheet

Editorial Schedule
• Objectives & Goals
– How often can you post?
– Which platform works best for your market?
– Which media works best for your market?
• Complete Worksheet

Facebook
• Personal Profile
• Official Page

Twitter • Business Profile

LinkedIn
• Personal Profile
• Company Page

YouTube • Create your own channel

FourSquare
• Location Based
• Users “Check In” when visiting
• Can offer promotions based on number of
Check Ins
• Excellent for creating repeat purchases for
location based business
• Mainly Females

Forums & Discussions
• Search for Forums & Discussion boards
on your topics
• Register and join in the conversation
• Add your website to your signature to gain
link backs to your website
• It’s about engagement and sharing
information, not selling

Forums

Slide Share

Scribd

Digg

Podbean

Flickr

Wikipedia

HootSuite
• Manage all accounts in one place
• Schedule updates in advance
• Web based
• Monitor with statistics

HootSuite

Let’s Complete
Your Blueprint

What’s Next?
• Set Up Your Social Media Accounts
• Set Up Your Blog
• Complete Your Editorial Brainstorm
• Complete Your Editorial Schedule
Get Started, Build Relationships, Increase Your Business

Contact me for help
101 Page Step by Step Guide to Facebook For Your Business
Printed Copy – take home today
Normally $59.95
Today $50.00
Workshops will be available next year, visit
www.brilliantwebdesign.com.au to sign up and you will get notification

What is Social Media - Workshop For the Central Chamber of Commerce

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