Topics…
Social Media Defined
10 Keys to Social Media
Success
Social Media Tools
Quick Survey
Company Website?
Personal Facebook or Twitter
account?
Business Facebook or Twitter account?
What is
Social Media?
Officially, social media
is “an umbrella term
that defines the various
activities that integrate
technology, social
interaction, and the
construction
of words, pictures,
videos, and audio.”
- Wikipedia
It’s also a fancy
way to describe
the zillions of
conversations
people are
having online
24/7.
The Social Media conversation is
not...
CONTROLLED ORGANIZED
MESSAGE”
“ON
Social Media is the opposite of
traditional marketing.
Traditional marketing is interruption-based
where social media is participation-based.
The Social Media conversation is...
ORGANIC
COMPLEX
HUMAN
ENGAGING
CUSTOMERFOCUSED
The Social Media conversation is powered
by...
SOCIAL NETWORKS
BLOGS
NEWS &
BOOKMARKING
MICROBLOGGING
VIDEO SHARING
PHOTO
SHARING
WIKIS
Why should
you care?
Social Media is
changing our world.
It is democratizing communications.
Technology is shifting the power
away from the editors, the
publishers, the establishment, the
media elite. Now it’s the people
who are in control.”
- Rupert Murdoch
Social
Media is
like word of
mouth on
steroids.
Social Media influences
people
91
3x
%
SAY CONSUMER REVIEWS
ARE THE #1 AID TO BUYING
DECISIONS
MORE LIKELY TO TRUST PEER
OPINIONS OVER ADVERTISING
3 out of 4 Americans
use social technology
Social Media has
overtaken porn as the
#1 activity on the web.
Time spent on social
networks is growing at 3X
the overall internet rate.
Leveraging
Social Media
IT’S SO MUCH MORE
THAN A MARKETING
CHANNEL...
PUBLIC RELATIONS
CUSTOMER SERVICE
LOYALTY-BUILDING
COLLABORATION
NETWORKING
AND CUSTOMER ACQUISITION TOO
Social Media is
-practical.
Learn what people are saying about you
- Create buzz for events
- Increase brand exposure
- Identify and recruit influencers to spread your
message
- Find new opportunities and customers
- Support your products and services
- Improve your search engine visibility
- Gain competitive intelligence
- Get your message out fast
- Retain clients by establishing a personal
relationship
- Be an industry leader – not a follower
Social Media is
measurable. Engagement &
Reach
• Website visits / views
• Volume of reviews &
comments
• Incoming links
Action & Insight
• Sales inquiries
• Sales conversion/new
business
• Customer satisfaction &
loyalty
• Marketing efficiency
Influence
• Sentiment of reviews &
comments
• Brand affinity
• Time spent interacting
• Favorites / Friends /
Fans
• Viral forwards
• Number of downloads
Social Media isn’t
just about Twitter
& Facebook
The tools are constantly
changing, so don’t hang
your hat on a particular
one.
Social
Media
is not
free.
The tools might be free, but
the investment to make it
worthwhile is not free.
• STRATEGY
• TRAINING
• CONTENT CREATION
• INTEGRATING THE
TOOLS
• RELATIONSHIP
MANAGEMENT
• MEASUREMENT
10 Keys to
Success with
Social Media
1 Experiment
• Experiment personally
before professionally
• Try a variety of social
media sites/tools
• Experimenting will build
your comfort level - social
media won’t seem so
daunting after you try it
2 Make a Plan
1. Discovery (people, competition, and search
engines)
2. Strategy (opportunities, objectives)
3. Skills (identify internal resources and gaps)
4. Execution (tools, integration, policies and
process)
5. Maintenance (monitor and adapt)
3 Listen
• Find where your audience is participating &
identify the influencers
• Read industry blogs (including comments)
• Google your company name & your competition
• Utilize tools that can help you listen:
• Google Alerts
• Tweetdeck
• Social Mentions
4 Be Transparent
• Own up to your mistakes – opportunity to tell how
you will fix them
• Acknowledge and respond publicly to customer
concerns/questions – this creates trust in your
brand
5 Be Personal
• Act like a person
• Speak like yourself
• Don't shout. Don't broadcast. Don’t brag.
• Personify your brand – give people something
they can relate to
• Get to know your followers – start conversations
with your customers
6 Share
• Don’t be afraid to share (just don’t over-share)
• Companies, like people, need to share information
to get the value out of social media
• Make your content easy to share. Incorporate
tools that promote sharing from your website:
Share This, RSS feeds, Email a friend.
7 Contribute meaningfully
• Consider what is relevant to the community before
contributing
• Don’t promote your service/product on every post
• Gain friends by promoting other people’s content if
it’s relevant and interesting to your audience
8 Learn from criticism
• Don’t delete or remove criticism (unless it’s
inappropriate/offensive) – it’s an important part of
remaining transparent
• See criticism as an opportunity to improve. Often you will
learn more from negative reviews than praise.
• If you do receive negative feedback, follow up with the
customer to try to right the situation. Not only will you
make that customer happy, but they will be more likely to
recommend you in the future.
9 Accept that you can’t
do it all by yourself
• Get your communications team together, discuss
the options, then divide and conquer
• Certain people in your organization will have a
knack for Social Media - tap into their interest
• Meet regularly with your team - review who owns
what and check in on progress
10 Be Passionate
•
Social Media is centered around PASSION, both
yours and your customers’
•
Social Media rewards the bold, the interactive,
the interesting, the unique
Now we can think about the
tools
What if…
Your AD CAMPAIGN motivated prospects to follow
your TWITTER updates which motivated them to
visit your WEBSITE where they signed up for your
EMAIL NEWSLETTERS in which you promoted
your BLOG that captured DIRECT MAIL opt-ins
which included your CUSTOM MAGAZINE that
enticed the readers to not only BUY YOUR BRAND,
but to love it enough to YELP! about it and write
about it on their FACEBOOK wall?
Hub and Spokes Model
All outreach elements, digital and traditional, lead
back to the center of your strategy – your website –
the digital embodiment of your brand.
Social Media
Tools
Social Networking
Powerful tools to engage &
understand your audience:
• Fan pages
• Targeted advertising
• Audience insights/metrics
Facebook Fan
• Your company’s homepage on Facebook
Pages
• Allows you to post photos, videos, events
and other messages
• Users interact with you by…
• Becoming fans
• Commenting on your posts
• Participating in discussions
• Post photos to your page
• Fans see your page updates in their news
feed
Facebook Fan
Pages
• Must have personal profile in order to create a Fan
Page for your company
• Can add admins who are allowed to administer the
Facebook Fan Page in addition to you
• Just because you’re an admin doesn’t mean people
can see your personal profile - Privacy Settings
• Visit bodyshopbusiness.com/socialmedia to learn more
tactical how-tos
Anatomy of a Fan
Page
Facebook Insights
• Fan Page Analytics
Facebook
Advertising
Facebook ads give you the ability to advertise directly
to specific demographic groups
Targeting:
• Location
• Age
• Sex
• Keywords
• Education
• Workplace
• Relationship status
• Relationship interests
• Languages
Facebook
Advertising
Pricing
• Very affordable and easy to control your budget
• You can specify a daily budget
• Schedule specific dates for your ad to run
• Pay for clicks (CPC) or impressions (CPM)
Facebook
Advertising
Ad Design
What you need:
• Ad message (title and
body)
• Image (make it
compelling)
• Destination URL (where
you want the ad to take
people who click through)
Facebook
Advertising
Analytics
Facebook Insights provides information about your ad
campaign:
• Track ad performance with real-time reporting
• Gain demographic and psychographic insights about
people that view or take action on your ad
Use this information to identify how you can improve
your campaign to maximize your results.
Faceboo
Do
k
Or any social network
Don’t
establish a presence (if your
customers and colleagues use it)
create a page and fail to maintain
it
create a page to promote your
brand
try a hard sell approach
censor comments
point your fans to your company
blog or contest
encourage discussion and
participate frequently
spam your fans/friends with
frequent private messages – you’ll
drive them away
post false information
explore targeted advertising
opportunities
post just to post
Microblogging
Microblogs (tweets) are limited to 140 characters.
People use microblogging to promote themselves,
share content and follow friends, celebrities and
brands.
Companies use it for marketing, public relations,
customer service and giving their brand a voice
within the community.
Twitter in Plain English
Twitter - Test Drive
Twitter lingo
@replies - public reply to a person
Hashtags - ways to group content that is alike –
way to get your tweets noticed by a larger
audience - post topical content using same tag
(i.e. #gtd)
Direct messages - private message to a person
(must be following each other in order to send)
Twitter tools
Twitter becomes powerful when you use tools to
manage it like:
TweetDeck - demo
Hootsuite
Twitter app on mobile phone
Twitter
• share timely information
• promote useful content including resources,
contests, deals, etc. (not just your own)
• personify your brand
• connect with your customers and develop leads
• build credibility and influence
• listen to consumer buzz
• research competitors
• network and learn from experts in your field
Customizing Twitter
• Custom background for consistent branding
• Include links/calls to action
• Create a Twitter-specific profile icon (your logo)
and don’t change it
Twitter
Do
find and share useful content
Don’t
sound like a press release –
you’re in a social space
pose questions and reply to others
keep it fun - put a friendly face on
your brand
spam with constant links to your
company website, either in tweets
or private messages
promote sales, deals, news,
updates, and build buzz for big
releases or events
post useless information – do
people really care what you had
for lunch?
Use URL-shortener whenever you
tweet a link
Tracking clicks
Very important to track clicks on all URLs you post
(on Twitter, Facebook, anywhere)
Benefits – know what people are clicking on and fit
the URL into the 140 character limit of Twitter
To do this, use
a URL
shortener
like…
Bit.ly
Hootsuite
Yelp
We’ve already established the importance of word
of mouth recommendations/reviews.
Yelp allows consumers to share the experiences
they've had with local businesses and lets
business owners share information about their
business with their customers.
Over 38 million people visited Yelp in August 2010
to make spending decisions.
Yelp
Examples:
http://www.yelp.com/biz/collision-consultants-autobody-and-paint-los-angeles
http://www.yelp.com/biz/mikes-auto-body-concord
Take Action
1. Create Facebook Fan Page for your
business
2. Get involved with Yelp
3. Decide if Twitter is right for your audience
4. Assemble a Social Media team
5. Create your strategy for Social Media
6. Designate roles and assign tasks
7. Measure, monitor, revise
If you need help…
Review what this presentation and many more valuable
articles at www.bodyshopbusiness.com/socialmedia
Also, there are companies that specialize in Social Media
strategy, an example:
CollisionBuzz
http://www.collisionbuzz.com/