A class I provided for Sinclair Workfor

1. Effective Social Media to Enhance Your Business
Presented by Carla Hale

2.  Social media manager at The C-3 Group
 Co-founder of CultureMASH
 Board member of New Media Dayton
 Dayton native
 Sinclair/WSU alumn

3.  Social media goal setting
 Platforms
 3rd party tools
 Blogging
 Content Creation and Calendars
 Response – time and style
 Delegating resources to SM management
 How does SM integrate with the rest of the
web?

4.  The use of web-based and mobile
technologies to turn communication into
interactive dialogue.
 Social media is:
collaborative, network, conversation, sharing,
relationships, multi-dimensional, inclusive,
information, community, personalized,
empowering, real-time, content distribution, self-
expression, unity, dynamic, discover, power of the
masses

5.  Decide and commit to participating in the real time
web.
 Learn all you can.
 Learn the platforms, but also learn the philosophy.
 Listen - To customers, influencers, and
competitors.
 Develop policies and plans.
 Goal set.
 Track and measure.

6.  Gain exposure.
 Expand and enhance the brand.
 Gain new customers.
 Make money!
 All of this can be achieved through social
media.
 Social media fits into the overall business
or marketing plan. It is not separate.

7.  The same traditional principles of
marketing apply, in a new way.
 Social media needs a budget and
resources assigned to it, just as you would
any other facet of your marketing.
 A social media plan can exist
independently, but needs to be factored in.

8.  Strengthen Your Brand
 Engage Your Audience
 Increase Brand Awareness
 Improve Search Engine Rankings
 Increase Site Traffic
 Improve Customer Service
 Lead Generation
 Monitoring Your Online Presence
 Drive Conversions
 … Just to name a few…

9.  Started with BBS (Bulletin Board System) in
the 1970s.
 650 million+ on Facebook.
 200 million+ on Twitter.
 17 million+ on Google Plus…. In three
weeks
 10 million+ on Foursquare

10.  Social media revolution
 Nielsen reported 47 percent of Americans
visit Facebook daily.
 That compares to 55 percent who watch
TV, 37 percent who listen to radio, and 22
percent who read newspapers.

11.  Generating conversation vs. creating
noise
• It’s very easy to unlike a page on Facebook, or
unfollow on Twitter.
• You need to have something useful to say.
• Online consumers have the WIIFM mentality –
What’s In It For Me?
• What can you provide that is unique and valuable
to your customers?
• Conversation is a 2
(or more) way street.

12.  WOM – Word of Mouth
• SM can be one of the best ways word of mouth
messages spread about your company – good or
bad.
• “Satisfied customers tell 3 friends; Angry
customers tell 3,000.” – Pete Blackshaw
• There are social networks that exist solely for this
purpose – consumerist.com, angieslist.com,
yelp.com
Do you think
MTV wants to
know this?

13.  Transparency
• Trust is one of the hardest things to gain and the
quickest things to lose.
• Individuals in your organization should be
required to be transparent about their roles on SM
sites.
• Easy to get caught – everything on the internet is
in ink, not pencil.

14.  Authenticity
• Be who you are; Be who your brand is.
• Stay on topic (or related topics).
• Employees of the brand should stay within the
brand’s personality.
• Have disclaimers, disaster plans, guidelines for
when something goes wrong (it will) –
• Zappos – Their brand is all about customer
service and it shows.

15.  Reciprocity
• Promote others.
• Chris Brogan rule – promotes 12 others on
Tiwtter for every one time he promotes himself.
• Interact with similarly-minded biz’s.
• This is especially important for local biz.
• Social Media PR
• Don’t NOT do this, people notice that too.

16.  Brevity
• There’s a reason some people like Twitter
better…
• Learn from Seth Godin, publishes more
frequently, but shorter amounts.
• Keep people coming back for more.
• Clear and simple messages.
• Other media can tell your story –
images, vlogs, videos.

17.  Find Influencers and Learn
• Social media is always changing and there will
always be someone ahead of you. Learn from
them.
• Influencers in SM relating to almost every field –
B2B, B2C, NPOs, pharma, Small biz, restaurants,
etc.
• Engage with influencers to help you sell (not in a
SPAM way!) – social media elite, or twitterati…
whatever you call it, find them!

18.  Won’t fix a bad business
• Social media will always make something that is
bad from the beginning look worse.
• Either you will be attracting no one (looks bad) or
attracting angry, upset people (looks worse).
• Fix your business, then engage on SM.

19.  Commitment
• Social media is a commitment – most of the time
a daily commitment.
• Building your community, engaging with
customers is something the whole company can
(and probably) should be involved in.
• Social media success takes time, it does not
happen over night.

20.  First and foremost, discover what is being
said about your brand already (more than
likely, you are already being talked about)
 Who, What, Where, When and Why
 Now you know who to target, what they
are talking about, what channel(s) you are
being talked about on, timeliness, and why
(good or bad).

21.  There are free and paid tools available.
 Free:
• www.google.com/alerts
• www.socialmention.com
• www.search.twitter.com
• www.topsy.com
• www.twazzup.com
• www.monitter.com
• www.addictomatic.com
• www.trendsmap.com
• Facebook is not so easily monitored…

22.  There are free and paid tools available.
 Paid:
• www.radian6.com
• www.lithium.com
• www.collectiveintellect.com
• www.sysomos.com
• www.attensity.com
• www.webtrends.com
• www.nmincite.com (Nielsen)
• www.brandwatch.com

23.  First, analyze what you are already using – Email,
phone, newsletters, print, etc.
 Is this missing your target audience? Do they reflect
your brand?
 If yes, don’t get rid of them in place of SM.
 If no, consider eliminating.
 Ask yourself what is missing, who are you missing, are
you active or passive.
 Are you committed?
 Claim your business profile on all Social Media
channels.
• www.knowem.com

24.  Listening (keeps coming up, right?)
 Find what your brand presence currently
is, online communities you should engage
in, influencers, and similar companies.
 Decide who in the organization is
responsible for content generation/posting
and how often they need to be online
(Zappos has someone on Twitter 24/7)
 Decide overall topics to discuss.

25.  Create a content plan/calendar. (more on that in a
minute…)
 Set goals – relationships, raise awareness,
increase web traffic, increase sales, etc.
 Decide your core message and stick to it.
 Select the channels best for your brand based on
where your target is.
 Measure results.
 Reevaluate your overall plan periodically, each
quarter is suggested.

26.  Create a content plan/calendar. (more on that in a
minute…)
 Set goals – relationships, raise awareness,
increase web traffic, increase sales, etc.
 Decide your core message and stick to it.
 Select the channels best for your brand based on
where your target is.
 Measure results.
 Reevaluate your overall plan periodically, each
quarter is suggested.

27.  Intended for the use of your whole company
• Introduce the purpose of social media
• Be responsible for what you write
• Be authentic
• Consider your audience
• Exercise good judgment
• Understand the concept of community
• Respect copyrights
• Protect proprietary info
• Bring Value
• Find balance between social media and work

28.  Traditional
• IBM
 Innovative
• Victoria, Australia Government

29.  This is necessary, but somewhat tricky.
• Decide what is important to you overall.
• Enhancing customer service – Wright State
Housing
• Gaining more sales – difficult to measure if a
Facebook like will translate to sales
• Enhance the brand
• More YouTube views
• More blog comments

31.  650 million users
 Average user has 130 friends
 Average user creates 90 pieces of content
each month
 About 70% of Facebook users are outside the
United States
 There are more than 250 million active users
currently accessing Facebook through their
mobile devices.
 People that use Facebook on their mobile
devices are twice as active on Facebook than
non-mobile users.

32.  Let’s talk specifics about your pages….
 http://www.facebook.com/pages/
 After 25 Likes >
http://www.facebook.com/username
 Features: Wall, Info, Photos, Reviews
 Iframes
 Apps

33.  200 million+ users
 In the past year alone, the average number of
tweets per day has nearly tripled from 50
million to 140 million.
 For the past month, the average daily sign-up
rate has been 460,000 new accounts
 182% increase in the number of users tweeting
from mobile devices in the past year.

34.  @ Replys
 Trends
 Followers vs. Following
 Direct Messages
 Retweets
 Hashtags

35.  100 million+ users
 Operates in over 200 countries.
 85% of hiring managers use LinkedIn to find
candidates.
 61% of users are male, this is different from
other networks.

36.  Great for competitive intelligence
 “Answers” forum
 Private messaging
 Who’s viewed your profile
 Paid and free subscriptions
 Groups
 Recommendations
 Can follow companies

37.  490 unique visitors
 92 billion page views each month
 2.9 billion hours watched each month
 These stats do not include mobile or embedded
videos
 400 tweets per minute contain a YouTube link
 2nd largest search engine after Google

38.  Channels – allows viewers to see all of your
videos
 Can have a branded background
 Viewers can leave comments
 Showcase expertise
 Can aid in customer service

39.  Google Plus has gained almost 18 million users
since its inception
 Is not allowing business usage at this time
 “Circles” are lists of friends that you categorize
 Can share photos, links, tag people, etc similar
to Facebook

40.  Foursquare just reached 10 million plus
members
 A location based social network that can be
integrated with Facebook and Twitter
 Can see where friends are
 Businesses can offer deals to check-ins or
Mayors
 People can become mayor of a location after
checking in more than anyone else
 Foursquare awards badges for certain types of
check-ins
 Location is a top trend of 2011

41.  Creating a social media calendar allows
you to plan ahead for what you will talk
about.
 Saves time and resources.

42.  Tweetdeck
 Hootsuite

43.  Location Based Networks
 Facebook Social Graph
 Social Commerce
 QR Codes & SnapTags

44.  Geo-location networks and apps are becoming
more and more common-place.
• Foursquare, Gowalla, Loopt, Whrrl are all networks
specific only to location.
• Facebook launched Places about a year ago.
• Google is launching their own Places
 This will be important for businesses to monitor
who is checking in at their location.
 Businesses who participate in geo-location
networks can offer incentives for those who
“check-in”

45.  Social Plug-Ins will become the norm.
 This allows Facebook users to “Like” not
only business Pages, but also specific
items.
 The Facebook user can also see which of
their Facebook Friends have also “Liked”
that page or object.

47.  Social Network users are sharing what
they are purchasing, direct from an e-
commerce site.
• Their friends can weigh in on purchasing
decisions and “Like” them.
 Groupon and LivingSocial also prompt
users to share their purchases on Social
Networks.

49.  QR Code – Stands for Quick Response
Code.
• Scanned with a smartphone app and can link
directly to a URL, video, etc.
 Snap Tag – Usually a logo, able to be
used with older phones, as long as they
have a camera.
• Consumers can take a picture of the Snap Tag,
SMS message it to a number and then receive
promotional text messaging.

52.  Lastly, social media greatly affects your
SEO (Search Engine Optimization)
 Be sure to Google yourself often and see
what is found.
 Ideally, your website should be first,
followed by your social media channels.

53.  Scott Stratten
 Chris Brogan
 Liz Strauss
 Julien Smith
 Jason Falls
 Amber Naslund
 Brian Solis

54.  www.c-3group.com
 Chale@-c3group.com
 937-985-4234
 Twitter.com/carlaweishale
 Facebook/chale1
 Linkedin.com/in/carlaweishale

55. Effective Social Media to Enhance Your Business
Presented by Carla Hale