The powerpoint presentation from my session at the SBTDC Professional Development conference in Greensboro, NC on November 18, 2010. This discussion covered a broad range of topics on how social media can be utilized by businesses to increase ROI, brand involvement & awareness. Topics included basics of using major social media platforms, how to develop your SM marketing strategy, and how to start gauging your ROI from online efforts.

1. Social Media for Businesses
“Social media is a tool, it's not a religion - there
are no real rules and everyone is learning on
the job.”
@ducttape

2. Going Social
1. Understand social media
2. Find your audience & listen
3. Plan & create your message
(Case studies)
4. Dive in!
5. Review and assess
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3. DEFINED AND EXPLAINED
Understand Social Media
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4. Definition:
Social media
• are media for social , using
& scalable publishing
techniques.
• uses web-based technologies to
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interaction
highly accessible
turn communication into interactive
dialogues.

5. put another way…
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6. Twitter
“The best way to discover what’s new in your
world”
Evolution of the platform:
“What are you doing?”  “What’s happening?”
• 140 characters
• User accounts are signified with an @
– @MaggieHyde
– @FlyingBridge
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7. Twitter
• Tweets
– Public general statements
• @ Replies
– Public messages to, for, or about an individual
• Direct messages (DM)
– private @ replies between you and the
recipient
• Hashtags (#)
– used to create index-able and search-able
content
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8. Twitter Stats
– Twitter has over 105,779,710 registered users
– There are over 300 new users a day
– Twitter receives 180 million unique visitors a
month
– 37% of users update their status through a mobile
phone
– 55% female, 45% male (april 2010 - quantcast)
– 50 million tweets a day (april 2010 - comscore)
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9. Facebook
“Facebook helps you connect & share
with the people in your life.”
Types of Accounts
• Profile – personal or individual account.
• Group – public forum that has central point of
interest
• Page – account that represents a thought, brand,
or entity
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10. Facebook
• Photo sharing
• Video sharing
• Link sharing
• News updates
• Location updates
• Games
• Event calendar
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11. Facebook Stats
– More than 400 million active users on
Facebook
– 50% of active users log on in any given day
– The average user on Facebook has 130
friends
– 500 billion minutes per month on Facebook
– More than 100 million active users currently
accessing Facebook on mobile devices
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12. LinkedIn
“Relationships Matter”
• Your profile is your:
– resume letter
– references document
– database of contacts
– your personal brand
• Import contacts from your email address book
• Follow connections to link with other people.
• Offer recommendations
• Start conversations!
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13. LinkedIn Stats
– There are more than 60 million registered
users on LinkedIn as of Feb. 2010
(techcrunch)
– 7.7 million unique monthly visitors a year
– When launched in 2003 it took 477 days to
reach the first million members
…the last million members took 12 days.
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14. Foursquare
“ Check in. Find your friends.
Unlock your city”
• It’s a game
• Use mobile platform to “check-in” to a venue
or location.
• Earn badges & mayorships, get tips and
information, win rewards from businesses
• Make new friend and connections as well as
locate old ones
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15. Foursquare Stats
– 1 year old on March 2010
• Foursquare has more than half a million users
• 1.4 million venues
• 15.5 million checkins
– The site’s number-one referrer is Facebook
accounting for 33% of upstream visits in a
week.
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16. Yelp
“Yelp is the fun and easy way to find and talk
about great (and not so great) local
businesses”
• Create a user profile
• Write reviews and create listings for
businesses you’ve interacted with
• Read and get reviews and
recommendations from other users
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17. Yelp Stats
– 25 million daily unique visits in august 2009
– As of August 2010, more than 38
million people visited Yelp in the past 30 days
– Yelpers have written over 12 million local
reviews
• 83% of them rating a business 3 stars or higher
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18. YouTube
“Join the largest worldwide video-sharing
community!”
• Search and browse videos to watch
• Share videos you like
• Create and upload your own videos
• Create channels and video playlists
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19. Youtube Stats
– 2nd largest search engine after Google after
passing yahoo in 2008
– More than 2 billion views a day
– 24 hours of video uploaded every minute
– Average person spends 15 min a day on the
site
– USA internet users watched 32.4 videos in
January 2010 and Youtube accounted for
nearly 99% of them
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20. RESEARCH & STUDY
Find your audience & listen
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21. How to find your target audience
– Listen to the current users
• Search.twitter.com
• Google Updates
• Read up on SM News
– Try out the sites
– Research the demographics
• quantcast.com
– Ask your audience
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22. Twitter.com
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23. Yelp.com
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24. Foursquare.com
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25. LinkedIn.com
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26. Learn the language
• Twitter speak
• Internet memes
• Social media norms
– Here is a guide to social media etiquette
http://tinyurl.com/social-norms-2010
• Spam rules
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27. PLANNING & STRATEGIES
Creating your message
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28. Who will you be?
• Person vs Figure Head
• Brand vs Company
• Individual vs Group
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29. What is your message?
– PR
– Company News
– Deals
– Industry News
– Humanization
– Giveaways, promotions, encourage usage
– Brand exposure
– Brand community
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??

30. What do you do when…
– How will you handle negative exposure?
– Can you handle a surge of feedback, visits,
etc…
– What if people aren’t responding?
– How will you engage people?
– How are you tracking and using feedback?
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31. Case Studies: Twitter
• Duke Energy
– News and Industry related information
• ComCast
– Public Relations
• JetBlue
– Customer Service
A good Twitter Strategy is one that is
receptive to what your followers want.
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32. Twitter
How are you using Twitter?
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33. Case Studies: Foursquare
• McAllisters Deli
– Free lunch to the mayor on Mondays
• Starbucks
– nationwide mayor specials
• BART San Francisco Transportition
– Created a badge that earns you a chance to win
$25 promo tickets each month for 3 months to
randomly chosen riders
• The History Channel
– created tips for when you check in
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34. Foursquare
Do you have an example?
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35. Case Studies: Facebook
Coca-Cola
PROS:
– Branded and multi-media rich landing page
– Unique picture that stands out
– Wall full of user posts, not brand posts
CONS:
– little to know visible interaction with user base
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36. Case Studies: Comprehensive
• NoFizzCLT
• Britax
• Sharpie Permanent Markers
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37. Challenges
Engagement doesn’t create customers
– Does create consumers
• Brand advocates
• Brand loyalty
• Educated consumers
• Brand awareness
The Solution:
Set clear & attainable goals that are based on
your market and your strategy
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38. Challenges
• Time management
– Implementing any strategy takes time & man-
power
– Dashboards and aggregation tools can help
• Hootsuite
• Tweetdeck
• SproutSocial
– Integrated social media platforms
– Utilize as many resources as you can internally
How do you manage your Social Media time?
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39. Challenges
• Quantifying your efforts
– New tools are being developed every day
• Twitter has just released their own free analytics!
– Integrate with your offline leads systems
– Trackable links and phone numbers
– Analytics reporting
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40. 1/29/2015 Flying Bridge Technologies 40

41. Challenges
Generating Content….
- when you plan this is no longer an issue!
- content should be inspired by your
engagement with users
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42. MEASURE YOUR EFFORTS
Review and assess
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43. What to measure
Non-financial impact is not ROI (yet)
But it does show potential for $
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44. ROI by Olivier Blanchard
Step 1:
Establish your baseline to track changes
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45. ROI by Olivier Blanchard
Step 2:
Create activity timelines
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46. ROI by Olivier Blanchard
Step 3:
Look at sales revenue, transactions, new
customers
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47. Step 4:
Measure transactional precursors
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48. Step 5:
Overlay all timelines
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49. Step 6 & 7:
Look for patterns & prove relationships
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50. Conclusion
“Provide them value and become a trusted
friend and this relationship building will
convert into sales and evangelism for your
company.”
Matt Wilson, cofounder of Under30CEO.com
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51. Minimum Requirements
• Understand how your constituents use (or
don’t use) social media
• Own your brand
– UD.com
• Have a plan
• Be unique
HAVE FUN!
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52. Thank you!
Maggie Hyde
Maggie Hyde
mhyde@flyingbridge.net
Linkedin.com/in/MaggieHyde
Facebook.com/MaggieHyde
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