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24/5/2011 www.TheCreativeCollective.com.au Social Media Marekting for Business - Facebook Level 1
24/5/2011 www.TheCreativeCollective.com.au Social Media Marekting for Business - Facebook Level 1
Benefit 1 – More traffic to your website The more people that visit your website, provided that it is well designed, functional and structured well, the more leads and/or the more money that a website can make. The first benefit of social media sites is therefore that they can help to generate more traffic to your website if you implement the right strategies. Benefit 2 – Grow your ‘online community’ Social media is changing the way we communicate with one another. Once upon a time the focus was all on building a database. Having a large, relevant and active database is still important, and social media now offers us one of the easiest ways to establish a database in the form of an online community, to whom we can network and leverage from. Benefit 3 – Instant Customer Service & Feedback Social media is a conversation, and what we mean by that is unlike traditional broadcast and print mediums, which are often one-directional, social media is very much a two-way channel. Not only can businesses communicate with their customers, but their customers can communicate with them and with each other, as well. This type of communication is a good thing — businesses can form more personal relationships with customers and customers can become part of a community around the brands and businesses they want to support. However, when you open the conversation up to anyone, you can also potentially invite negative criticism that you need to be prepared to deal with. Here‘s three quick tips to dealing with negative feedback on social media: 1. Identify the Type of Feedback 2. Decide How to React 3. Respond appropriately and timely Benefit 4 – No cost except your time? Whilst you don‘t need the large marketing budgets the big brands have to participate in social media you will need to consider how much time and skill you realistically have to devote to get established, participate and monitor your social media activities on an ongoing basis. To get started in social media you need to choose a social media site or sites that best match your audience and your brand and begin to establish and nurture relationships. The main cost could easily be your time. You know how much your time costs so be efficient and disciplined in your approach. Benefit 5 – The viral effect With a well constructed, creative & clever campaign (and an established online community) you can set up a campaign and let your community do the rest as they forward, retweet and mention it to others. Talk about the compound effect! Benefit 6 – Network your heart out With social media you‘ll have the opportunity to interact and network with anyone you choose. Comment on their posts and tweets and participate in their social media conversations. Support them when they ask for support and they‘ll support you when you need them. Benefit 7 - Build your profile and credibility What others say about you is also key to your brand credibility and success. Use social media to establish a profile and create a positive perception about your brand. Your clients and prospects will believe what others say about your brand more than anything you can say about it yourself. Benefit 8 – Search engine optimisation benefits In December 2010, Google’s Matt Cutts released a video confirming that Google looks at social sites like Twitter and Facebook to help determine ranking positions. Matt Cutts went on to say that not only was Google incorporating 24/5/2011 www.TheCreativeCollective.com.au Social Media Marekting for Business - Facebook Level 1
Volunteer - how can it be achieved for your company?
WHO will be allowed to post – Only you? Certain staff? Another company? What if the usual person is away? ______________________________________________________________________ ______________________________________________________________________ ______________________________________________________________________ WHAT are they allowed to post? Random musings? Work related? ______________________________________________________________________ ______________________________________________________________________ ______________________________________________________________________ WHEN are they allowed to post? – As often as they like? A few times a day? Daily? Weekly? ______________________________________________________________________ ______________________________________________________________________ ______________________________________________________________________ HOW are they allowed to post? Logged in to a certain persons profile, via a syndication tool (e.g. Hootsuite or ping.fm – see page 43 for more), as themselves? ______________________________________________________________________ ______________________________________________________________________ ______________________________________________________________________ WHERE can they post to? Just Twitter? Facebook Page & Twitter? All networks? ______________________________________________________________________ ______________________________________________________________________ ______________________________________________________________________ What is the screening process? Free for all? None at all? Scheduled but approved? ______________________________________________________________________ ______________________________________________________________________ ______________________________________________________________________
Take our poll and consider how these macro trends may affect your company or industry
An online reputation is just as important as an offline one. If someone were talking badly about you ‘on the street’ you would want to know right? And there is a high chance if you didn’t like what they were saying about you that you would go right up to them and deal with the situation right? Well so it goes online. You need to keep a finger on the pulse. You need to participate. So how? It helps to remember the ‘party analogy’ when it comes to online, in particular social media… And we all love a good party don’t we? Meet people and start conversations Ask questions Listen Answer questions, if relevant (i.e. if you can be helpful) Listen to others advice Share the advice if you believe in it (and encourage others to share yours)
Acquire new customers through online recommendations and word of mouth. Satisfied customers are the best source of new customers. Increase your word of mouth referrals by asking your happy clients to write you a recommendation, which will be published on your LinkedIn profile and will be broadcast to their entire LinkedIn network. Keep in touch with people who care most about your business. Sites like LinkedIn help keep your business alive in the minds of the people who care most about your business. LinkedIn is effective for two reasons: the business intent of LinkedIn users and fewer status updates, which mean you stay on top of mind. Tip : You can also increase the impact of your status updates by syncing your LinkedIn and Twitter accounts. Find the right vendors to outsource services you’re not an expert on. Think of the number of times you’ve asked your colleagues if they knew of a great web designer or photographer. LinkedIn makes it easy for you to find and vet vendors through the network of your peers. Additionally, you can also trade services with your vendor connections on LinkedIn; sort of a mutual referral system. Build your industry network—online and in person. Search LinkedIn’s Groups directory to find industry associations and networks to take part in. For example, if you’re in the event planning or wedding industry, there are over 530 groups. In addition, LinkedIn also surfaces popular events in your industry calling out local events that your connections are attending. Imagine being able to find only industry events that your prospective clients are attending. Get answers to tough business questions with a little help from your real friends. Small business owners deal with challenging questions on a slew of topics each day. LinkedIn Answers and Groups let you find answers to those vexing questions quickly by tapping into the wisdom of your network (LinkedIn tells me there are over 200 different categories on Answers including one dedicated just to small business and over 2000 groups on small business related topics). Wondering whether your recent office purchase is tax deductible? Check out hundreds of questions on related topics here . Win new business by answering questions in your area of expertise. Use the many forums on LinkedIn to share the knowledge you’ve gained in your area of expertise. This is a great opportunity to win new business or at least find prospective clients to pitch your business to. Prospective customers will find your answers when they use LinkedIn’s advanced Answers search. And don’t forget, what goes around comes around. Don’t forget, this is a great way to soft pitch your skills and expertise. Raise funding. You can use LinkedIn to find mentors or potential investors for your startup because there are over three million startup professionals and over 12M small business professionals on LinkedIn and it’s always good to stay in touch with folks who’ve been there, done that and willing to mentor you. Once you’re connected, your participation on LinkedIn (answers, status updates or group conversations) may even cause them to consider investing in your small business. Network with peers in your industry for repeat business referrals. LinkedIn Groups is a powerful medium to find peers in your respective industries to network with and to find complimentary businesses to share referrals with. For example, mortgage brokers can find real estate agents to partner with on relevant groups and as most small businesses know, these partners are your best source of referrals that can turn into repeat business. With over 2000 groups dedicated to small business topics, you’re sure to find a relevant group to network. Convince potential customers of your expertise by sharing unique blog content. Small businesses smart enough to create unique content on their expertise (either with a blog or twitter account) should link to it from their LinkedIn profiles. Or take it one step further by promoting featured blog content to LinkedIn members on the site (for e.g. with small text ads ). You can specify exactly who will see your ads—Executives or VPs—and include a link to your profile so they know who’s behind this content. Keep your friends close and your competition closer. Over 150,000 companies have a company profile on LinkedIn, the “public profile” for companies. These pages surface key stats on companies; recent hires as well movers and shakers. Not only do company profiles give you unique insight into your competition, they also give you an opportunity to stumble upon potential hires by browsing through company pages.
Click through various dashboards. And say there are others. Personal preference on what you use. They look something like this (show tweet deck). And they make life so much easier. Working smarter…not harder. Hootsuite Postling Friendfeed ping
Social media for medical professionals
SOCIAL MEDIA TRAINING FOR MEDICAL PROFESSIONALS
Who is Yvette Adams? <ul><li>Hopeless employee and serial entrepreneur </li></ul><ul><li>1st business, a newspaper started at 17 years old </li></ul><ul><li>2nd business an online tee-shirt business - sold </li></ul><ul><li>2007 - Queensland Small Business Champions Young Entrepreneur award. </li></ul><ul><li>2010 – Won Creative & Knowledge Base Industries category against 25 finalists at the Sunshine Coast Business Awards </li></ul><ul><li>2010 – Won Home Based Business of the Year at the Marketing & Communication Executives International Awards </li></ul><ul><li>2010 – Won Commonwealth Business Owner of the Year at the Telstra Business </li></ul><ul><li>Women’s Awards </li></ul>
<ul><li>Social Media Marketing Specialist, Speaker, Trainer, Business Mentor and Internet Entrepreneur </li></ul><ul><li>Operate Multiple businesses from my laptop while travelling the World </li></ul><ul><li>Using Social Media since early 2008 and grown entire business online </li></ul><ul><li>Twitter Following of over 50,000 and over 45,000 views on YouTube </li></ul><ul><li>Developed Social Media Training Programs for clients in 7 countries and Global audience of thousands. </li></ul>Who is Zoe deLuca?
Today’s Agenda... PART 1: Introduction to social media PART 2: Getting ‘market ready’ PART 3: Facebook, Linkedin, Twitter PART 4: Monitoring & managing your social media including some case studies PART 5: Promote your social media presence
What Is Social Media Marketing? According to Wikipedia sources: “ Social media uses Internet and web-based technologies to transform broadcast media monologues (one to many) into social media dialogues (many to many). It supports the democratization of knowledge and information, transforming people from content consumers into content producers.” Social (two-way) communication medium, sharing user generated content
Why social media is SO important for business these days... <ul><li>More traffic to your website </li></ul><ul><li>Grow your ‘online community’ </li></ul><ul><li>Instant customer service & feedback </li></ul><ul><li>No cost except your time? </li></ul><ul><li>The viral effect </li></ul><ul><li>Network your heart out </li></ul><ul><li>Build profile and credibility </li></ul><ul><li>Search engine optimisation benefits </li></ul>Is social media really the next big thing? YES! Remember mobile phones, then emails, then websites – did you wish you got into them earlier? Don’t be a late adopter of social media!
How many Australians are ‘on it’? Social media stats – June 2011 <ul><li>Facebook – 10.4 million users in Australia </li></ul><ul><li>Youtube – 9.9 million UAVs / mo (down 100,000) </li></ul><ul><li>LinkedIn – 2 million UAVs / mo (up 200,000) </li></ul><ul><li>Twitter – 1.9 million UAVs / mo (down 100,000) </li></ul><ul><li>Unique Australian Visitors (UAVs) </li></ul><ul><li>per month </li></ul><ul><li>Source: Data and Stats courtesy – Google DoubleClick Ad Planner Tool </li></ul>The biggest Facebook’ing centre in Australia is Brisbane!
Hmmm… <ul><li>By 2015, smart phones, laptops and other portable devices will drive more than 87% of global mobile traffic. </li></ul><ul><li>Australians will, on average, own 2.4 mobile devices each ( 56 Million devices ) and annual growth in internet traffic will be 92%. </li></ul>
More to get you ‘in the zone’ <ul><li>http://www.youtube.com/watch?v=nPYrbSUqr2k&feature=channel_video_title </li></ul>
To take advantage of social networks you must first consider… <ul><li>What business objectives are you trying to fulfil? </li></ul><ul><li>Your target market? </li></ul><ul><li>Your resources (time, money)? </li></ul><ul><li>Your skills or who else could be responsible? </li></ul><ul><li>Is assistance needed? </li></ul><ul><li>How will you MEASURE results? </li></ul><ul><li>How will you monitor ‘buzz’? </li></ul>
<ul><li>EXAMPLE: </li></ul><ul><li>To gain 100 ‘likes’ to our Facebook business page in 1 month </li></ul><ul><li>To send out 1 tweet a day </li></ul><ul><li>To better service our clients through more regular contact </li></ul>Keep it simple – no more than 3 core social media objectives WHAT WILL SCDGP’s SOCIAL MEDIA OBJECTIVES BE?
<ul><li>Geographic segmentation – based on location such as home addresses; </li></ul><ul><li>Demographic segmentation – based on measurable statistics, such as age or income; </li></ul><ul><li>Psychographic segmentation – based on lifestyle preferences, such as being urban dwellers or pet lovers. </li></ul>EXERCISE: Defining your target market WHO ARE YOUR TARGET MARKET?
But who is going to be the designated organisational social media administrators?
Should you have two profiles: one for business and one for personal? NO!!!! Get this wrong and Facebook can, and will, shut down your account! NO!!!!
EXERCISE: GROUP 1: Create your Facebook Profile GROUP 2: Create your friends lists and changes their settings
Set up your ‘Friend Lists’ & change your privacy settings <ul><li>STEP 1: Create friend lists and add friends </li></ul><ul><li>Go to Home> Friends page . Click on link "Edit Friends." </li></ul><ul><li>Click the Create New List button </li></ul><ul><li>Give lists any names your want, breaking them down create lists separating your contacts into geographic areas you deal with </li></ul><ul><li>Add friends to the list. You can add people to one list, multiple lists, or no lists. The choice is yours. </li></ul><ul><li>You can have up to 100 friend lists. You can have up to 1,000 friends per friend list. </li></ul>
Set up your ‘Friend Lists’ & change your privacy settings <ul><li>STEP 2: Amend privacy settings </li></ul><ul><li>Go to Account> Privacy Settings . </li></ul><ul><li>Click "Customize" for any setting which will open up a pop up box. </li></ul><ul><li>Under "Make this open to," select "Specific People" form the drop-down menu and enter the name of the Friend List with whom you’d like to share the content. </li></ul><ul><li>For instance ‘ photos and videos’ you're tagged in, </li></ul><ul><li>Go through each item until you have totally customized what you want your Facebook friends to see. </li></ul>If you add a user to more than one friend list, and those friend lists have conflicting privacy settings, the more restrictive of the privacy settings will always be respected.
Set up your ‘Friend Lists’ & change your privacy settings STEP 3: Use lists to see what different sets of your ‘friends’ see
Consider what people see when they’re not your friend... i.e. profile image!
Other considerations as a social network user (and an employee) <ul><li>Don’t post anything you wouldn’t want your employer OR your grandmother to read – ever! </li></ul><ul><li>Don’t post ‘under the influence’ – ever! </li></ul><ul><li> </li></ul>
Defining your ‘social media policy’ <ul><li>WHO will be allowed to post? One person? Several? What if the usual person is away? </li></ul><ul><li>WHAT are they allowed to post? Random musings? Work related? </li></ul><ul><li>WHEN are they allowed to post? As often as they like? A few times a day? Daily? </li></ul><ul><li>HOW are they allowed to post? Via their profile or a syndication tool? From a dedicated computer at the office? From home? </li></ul><ul><li>WHERE can the post to? Just Facebook? Twitter? All networks? </li></ul><ul><li>WHAT is the screening process? None? Scheduled but approved? </li></ul>
<ul><li>Personal profiles </li></ul><ul><li>Business pages </li></ul><ul><li>Groups </li></ul><ul><li>Marketplace - Lets you sell, give away, buy, ask or search for anything you want a in a trusted and fun environment. You can also use Marketplace to see what your friends are buying and selling. </li></ul><ul><li>Applications – Sell online! </li></ul><ul><li>Facebook Ads </li></ul>A closer look at...
<ul><li>Promote upcoming events </li></ul><ul><li>Upload images from events (but get permission) </li></ul><ul><li>Introduce new staff </li></ul><ul><li>Share interesting articles/research papers etc </li></ul><ul><li>More??? </li></ul>How your Facebook presence can be used
<ul><li>What would aim of group be? </li></ul><ul><li>Who would administrate it? </li></ul><ul><li>Would it be well received? </li></ul><ul><li>How else do your market stay connected? </li></ul><ul><li>Any legal concerns? </li></ul>Do we need a Facebook group too?
But don’t forget etiquette – the party analogy! <ul><li>Listen first. Speak second. Only sell if relevant! </li></ul>
How to get more good quality ‘likers’ <ul><li>We encourage you all to ‘like’ it now (though we can’t force you (and go back and tell the other staff) </li></ul><ul><li>Think of who you deal with for work – search them and invite them now too </li></ul><ul><li>Hang out in ‘groups’ where your target market do. When appropriate tell them about the page. </li></ul><ul><li>Make sure you include a suitable personal messages </li></ul><ul><li>Import your contacts - Outlook, Constant Contact, .csv file etc. </li></ul><ul><li>Join groups </li></ul><ul><li>Share to your profile </li></ul><ul><li>Upload photos from business events and tag people (you may need permission first) </li></ul>
Post status updates, questions, share, and "like" your posts & respond! Use @ sign to tag people, events, business pages...
A little known top Facebook tip – Ask Your Friends to Like Your Page
Key things to know <ul><li>To access it, if you are an admin, log into your Facebook profile and ‘search’ SCDGP </li></ul><ul><li>When we have 25 ‘likers’ we can get the ‘vanity url’ i.e. /scdgp </li></ul><ul><li>We’d encourage all staff to ‘like’ it now (though we can’t force you) </li></ul><ul><li>Your welcome tab can be customised – do you have a key event coming up – promote it! </li></ul>
What is Linkedin? LinkedIn is the world’s largest professional network with over 80 million members and growing rapidly. LinkedIn connects you to your trusted contacts and helps you exchange knowledge, ideas, and opportunities with a broader network of professionals.
<ul><li>A search of all medical/health professionals in a 120 km radius to 4558 = 8461 results! </li></ul>
<ul><li>A search of all professionals in ‘medical practice’ in a 120 km radius to 4558 = 1421 results! </li></ul>
<ul><li>Personal pages – pull in your address book, go searching for people you know. Suggestions will follow. </li></ul><ul><li>Business pages </li></ul><ul><li>Groups </li></ul><ul><li>Products </li></ul><ul><li>Careers/Jobs </li></ul><ul><li>Applications </li></ul><ul><li>Advertise </li></ul>Getting Started
EXERCISE: Log into your Linkedin Profile now & ‘create your Profile’ <ul><li>Ensure 100% profile complete </li></ul><ul><li>Ask for recommendations </li></ul><ul><li>How to request recommendations </li></ul><ul><li>How to find people you may wish to connect with </li></ul><ul><li>The RIGHT WAY to request a connection on Linkedin </li></ul><ul><li>What are 'inmails' and 'introductions' and how to use them </li></ul><ul><li>The differences between free and paid accounts </li></ul><ul><li>How to amend your email settings so you don't get bombarded! </li></ul>
Orientation – a look around Companies <ul><li>Four main areas: </li></ul><ul><li>Overview </li></ul><ul><li>Careers </li></ul><ul><li>Results </li></ul><ul><li>Analytics </li></ul>
Linkedin success stories <ul><li>New York story </li></ul>
<ul><li>Set up an account – tweet as yourself, your company or both! </li></ul><ul><li>Find friends - Pull in your Gmail, Hotmail, Yahoo, Linkedin friends </li></ul><ul><li>Browse interests –business, technology </li></ul><ul><li>Follow and be followed </li></ul><ul><li>Observe others </li></ul><ul><li>Set up tweet alerts </li></ul><ul><li>Find your ‘tweet’ voice - @, #, RT </li></ul>Getting Started
Think of ‘tweets’ as headlines... Once you have a Twitter account (as easy as setting up a hotmail, gmail or similar email account and also free), essentially you have 140 characters to play with ….
Learning the Language of Twitter Account Lists you are included in Tweets you have sent TWEEPS – Members of Twitter/Profiles Timeline Favourites Lists I have Following Followers All tweets saved tweets created Tweeps I follow Tweeps that follow me @ To speak ‘at’ or about a specific twitter profile eg @zdeluca @Mention or @Reply RT “Re-tweet” to re-post a tweet somebody else has made # Hashtag used to mark/group specific topics and keywords #FF stands for "Follow Friday." Twitter users often suggest who others should follow on Fridays by tweeting with the hashtag #FF.
<ul><li>Delivering Quality Content/Tweets </li></ul><ul><li>Link to your website but offer value or you will be ignored/unfollowed </li></ul><ul><li>Provide links to valuable information/resources – www.StuffToTweet.com www.popurls.com Google Alerts </li></ul><ul><li>Inspiration, quotes, personal development </li></ul><ul><li>An observation, something you’re reading/watching </li></ul><ul><li>Events you’re attending (online and offline) </li></ul><ul><li>Promote your content </li></ul><ul><li>Ad photos, link to videos </li></ul><ul><li>Promote somebody else’s content </li></ul><ul><li>Chat with @replies </li></ul><ul><li>Re-tweet with RT to repeat what somebody else has said </li></ul>
<ul><li>Develop your Twitter Personality – your true personality should shine through but be professional, interesting and relatable </li></ul><ul><li>Ask open ended questions </li></ul><ul><li>Inspire others & share your story </li></ul><ul><li>Have fun, be professional, build curiosity to click links </li></ul><ul><li>Get into conversations using @replies and #hashtags – keep it in the public stream as much as possible </li></ul><ul><li>Collaboration is Vital - Retweet (RT) and followers will too </li></ul><ul><li>30/30/30/10 promotional tweet ratio </li></ul><ul><li>Remember everything you say is public – so don’t say anything you wouldn’t want somebody else to read </li></ul>Delivering Quality Content/Tweets
Manage multiple accounts. Schedule in advance. Approve before sending.
Top management tips <ul><li>Get into a system for managing activities including a schedule for building likes, posting and engaging </li></ul>
People in your industry getting it right <ul><li>Highest profile doctor in Social Media: Kevin Pho M.D. </li></ul><ul><li>Blog: http://www.kevinmd.com/blog/ </li></ul><ul><li>Facebook Page (with 9200 likes!): http://www.facebook.com/kevinmdblog </li></ul><ul><li>Twitter (36800 followers): http://twitter.com/#!/kevinmd </li></ul><ul><li>LinkedIn: http://www.linkedin.com/in/kevinmd </li></ul>
People in your industry getting it right <ul><li>good Twitter account that RT's only verified medical information tweets: </li></ul><ul><li>http://twitter.com/#!/HealthyRT </li></ul>
People in your industry getting it right <ul><li>Highest profile Health Practice: Mayo Clinic </li></ul><ul><li>Website: http://www.mayoclinic.org/ </li></ul><ul><li>Facebook (nearly 55K likes): http://www.facebook.com/MayoClinic </li></ul><ul><li>Twitter (204,000 followers): http://twitter.com/#!/MayoClinic </li></ul><ul><li>YouTube (4.4MILLION views): http://www.youtube.com/user/mayoclinic </li></ul>
People in your industry getting it right <ul><li>Organisations and health departments with good social media: </li></ul><ul><li>http://twitter.com/#!/American_Heart </li></ul><ul><li>http://twitter.com/#!/HHSGov </li></ul>
1800 strong group by Dr Sue Page, director of the North Coast Medical Education Collaborative in NSW
PERTH GP Dr Joe Kosterich – aka drjoesDIYhealth Has fast become one of Australia’s top tweeting doctors, acquiring more than 17,000 followers since joining Twitter in February 2009. His tweets – 15,937 and counting – range from health advice to motivational messages and even the occasional Winston Churchill quote.
Add web addresses and links to your emails – even if it's just in the footer or signature. ..
Expand the bios for key personnel on your website and other key company literature to include relevant social media contacts
Add your social media links to your website in a prominent location via icons or call to action links
Include buttons to encourage sharing of information on your website/blog
Add a Twitter widget or a Like box to a website or blog. This will add a continually updated feed to any page, making your sites more current & relevant to users
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