This document discusses how social media can benefit businesses. It explains that social media allows businesses to listen to customers, share information, and engage in two-way communication. Key points include: - Social media gives customers a voice and changes marketing from one-way to two-way. - Businesses should interact with customers by talking with them, not just to them, and sharing relevant information that solves problems. - Fundamentals for social media success include being aware of audiences, taking action by participating in discussions without hard selling, and being authentic. Building trust with customers is also important. - An effective strategy involves listening first, engaging audiences you know, setting goals, choosing tactics, measuring results, and repeating

1. Applied Social Media

2. What you told me
15
12 How knowledgeable do you
feel about social media?
(0=not knowledgeable at all;
9 5=extremely knowledgable)
6
3
0
0 1 2 3 4 5

3. What you told me
What tactics do you use for business?
100
Percentage of respondents using
80
73
60
40 45
27 27
20
18
14
0 5
1
k r Blog n e s r
F ac eboo Twitte Lin kedI YouTub aily dealNothing Othe
D

4. What you told me
Do you have a social media strategy in place?
Yes
No
14%
86%

5. Who is using social
media?

6. Who is using social
media?
• Small/medium sized businesses

7. Who is using social
media?
• Small/medium sized businesses
• Large corporations

8. Who is using social
media?
• Small/medium sized businesses
• Large corporations
• Not-for profit organizations

9. Who is using social
media?
• Small/medium sized businesses
• Large corporations
• Not-for profit organizations
• Individuals

10. Who is using social
media?
• Small/medium sized businesses
• Large corporations
• Not-for profit organizations
• Individuals
• Government

11. Who is using social
media?
• Small/medium sized businesses
• Large corporations
• Not-for profit organizations
• Individuals
• Government
• Associations

12. Who is using social
media?
• Small/medium sized businesses
• Large corporations
• Not-for profit organizations
• Individuals
• Government
• Associations
• Fundraisers

13. One social media use case
“If you are conducting some research in advance of buying a product
or service[...] how credible would you consider each of these sources
of information to be?”
Newspapers 86
TV 83
Radio 78
Magazines 73
Company sites 68
Blogs 29
Facebook 21
Twitter 15
20 40 60 80 100
Representative sample of 1014 Canadians
polled by Angus Reid September 29-30, 2011.
Margin of error ±3.08% 19 times out of 20.

14. A generation gap
18-34 55+
Blogs for purchase research 38% 16%
YouTube 27% 15%
Facebook as news source 22% 12%
Company sites as news
23% 10%
source

15. “A significant portion of our younger
generation sees blogs, YouTube, Facebook
and company websites as credible sources
of news...In their minds... the boundaries of
credibility between news, ‘circle of trust’
conversations and marketing are blurring.”
-- Carol Levine

16. Social Media for Business

17. What social media does
for business:
Your Customers
Listen
Share Talk
Your Business

18. Social media does three
things for business:
Your Customers
Listen
Share Talk

19. Social media does three
things for business:
Your Customers
Listen
Share Talk
They have a voice now

20. Social media does three
things for business:
Your Customers
Listen
Share Talk
They have a voice now
Traditional marketing was one-way

21. Social media does three
things for business:
Your Customers
Listen
Share Talk
They have a voice now
Traditional marketing was one-way
Social media marketing is two-way

22. Social media does three
things for business:
Your Customers
Listen
Share Talk
They have a voice now
Traditional marketing was one-way
Social media marketing is two-way
Listening and interacting is key

23. Social media does three
things for business:
Your Customers
Listen
Share Talk
Your Business

24. Social media does three
things for business:
Your Customers
Businesses who interact succeed
Listen
Share Talk
Your Business

25. Social media does three
things for business:
Your Customers
Businesses who interact succeed
Talking with, not to, customers
Listen
Share Talk
Your Business

26. Social media does three
things for business:
Your Customers
Businesses who interact succeed
Talking with, not to, customers
Listen
Sharing information that is relevant
Share Talk
Your Business

27. Social media does three
things for business:
Your Customers
Businesses who interact succeed
Talking with, not to, customers
Listen
Sharing information that is relevant
Solving customers’ problems
Share Talk
Your Business

28. Fundamentals of social
media for business:

29. Fundamentals of social
media for business:
AWARENESS

30. Fundamentals of social
media for business:
AWARENESS
Be aware of your audience, who they are, where
they are, and how they like to communicate.
Understand what is important to them.

31. Fundamentals of social
media for business:

32. Fundamentals of social
media for business:
ACTION

33. Fundamentals of social
media for business:
ACTION
Be active, participate in the discussion,

34. Fundamentals of social
media for business:
ACTION
Be active, participate in the discussion,
don’t hard sell.

35. Fundamentals of social
media for business:

36. Fundamentals of social
media for business:
AUTHENTICITY

37. Fundamentals of social
media for business:
AUTHENTICITY
If you don’t truly believe in what you’re doing
it will be obvious to others.

38. Fundamentals of social
media for business:

39. Fundamentals of social
media for business:
TRUST

40. Fundamentals of social
media for business:
TRUST
Be a reliable source. Listen and react appropriately.
Build trust with your customer or audience.

41. Strategy
• Listen first, then engage.
• Know your audiences
• Know your goals
• Choose your tactics
• Measure
• Repeat!

42. More resources
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mbers/