social media 101 final 070909

Social Media 101

www.mavenagency.com

A Tutorial for Executives

Social media isSocial media is an umbrella term that defines that various activities that integrate technology, social interaction, and the construction of words, pictures, video and audio.*

A social network is a group of people of that are members of a community for the purpose of connecting, learning and interacting within the context of a shared interest

*http://www.wikipedia.org

What is social media?

What is social media?

Allows people to connect and form personal and business relationships

People are connecting with each other - not brands The conversation is happening - with or without you!

What is Social Media?

Blogs & Micro Blogs Online Chat RSS Widgets Social Networks Social Bookmarks Message Boards Podcasts Video Sharing Sites Photo Sharing Sites Virtual Worlds Wikis

Who uses Social Media?

Social Networks and Blogs are now used MORE than Email:

Twitter = >5M users Linked In = >40M Professionals Facebook = > 300 million users Facebook’s fastest growing

demographic s are aged 35+

What do they use it for?

What are the benefits of Social Media?

Targeted increase of website traffic Creating positive brand association Growing brand awareness Conversions and sales Control of the search results Business development More loyal users People prefer doing business with those they know!

Recommendations & Suggested strategies

How can Executives use Social Media?

How can businesses use social media?

Executive Positioning: Demonstrate thought leadership and become an expert

Sales and Marketing: Post links to press releases, company news, relevant community news, speaking events

Human Resources: Prescreen candidates on LinkedIn; foster better internal communications through internal communities

Market Research: "Listen" and gain insight into trends or opportunities

Community Relations: Raise awareness for community relations projects and corporate giving initiatives

What are business uses for...?

: Company profiles, groups, answers

: Company pages, fan pages, groups, widgets

: Micro blogging with 140 characters or less. Search and attract followers, send updates of value to your community

: Video marketing, event marketing, fundraising opportunities, product demonstrations

: Demonstrate thought leadership, create expert positioning, help connect with customers, generate media interest

: Internal social network to identify employee issues, communicate news, build relationships

Why Linked-in?

Recruiting Expert positioning Expand contacts Get PR visibility Reinforce business brand Conduct market research Integrates with Wordpress,

slide share and RSS

Why Facebook?

Why Facebook? Facebook fan pages & groups

industry groups allow for easily sharing content

Paid Demographic targeting: Facebook ads

Distribute Company news instantly into your company “fans” news feed

Connect with media and other industry related groups

Set up corporate fundraising pages for charitable initiatives

Why twitter?

Largest growing social media tool Create your name @yourbusiness

name (brand recognition) Discover industry trends Drive traffic to web site and create

face-to-face networking opportunities (“tweet ups”)

Request instant feedback Build connections & reach

prospects

Video, Presentation & Photo Sharing

Why YouTube, SlideShare & Flickr?

Video is the #1 online activity among internet users 77%* of internet users watch video online - businesses can take

advantage! Use interactive media to promote

Presentations, speaking engagements and panels Share videos and photos of recent community fundraisers

and events to increase participation for next year Use video and photos to promote product demos

*Source: Media Post News, July 7, 2009

BlogsWhy a Blog?

Create thought leadership opportunities by positioning executives as experts

Shape the conversation - determine key messages and share company Point-of-view

Generate awareness for the "softer side" of a corporation Generate leads and referrals Attract media opportunities Increase search engine ranking

How to start a blog?

Linking Your Content

RSS

RSS: Creating contentRSS makes it easy to maintain social media

HOW? Integrate RSS Feeds into

all social media platforms Identify relevant RSS

feeds to generate content for your blog, Facebook, Linked-in and twitter accounts.

Follow your competitors and important industry news

Example RSS Feeds

Blogs and blog comments Web site updates Slideshare presentations Photos through Flickr Events through Google

Calendar Press Releases and current

news Twitter updates

Next Steps

How do we get started?

Set clear, measurable objectives. Is your objective to: Drive traffic to the website? Raise money? Raise awareness around a speaking engagement?

Target your audience: who, what, where? Listen to the conversation

Follow on Twitter Socialmention.com Google Alerts

Set Guidelines

How do we get started ?

Do Your Homework:

Setup accounts at Facebook, twitter, linked-in, YouTube, etc.

Reserve your names now - you can always use them later

Allocate appropriate resources - Networks need regular maintenance to keep them valuable

Create content worth talking about Link blogs and other social media accounts to your

website to ensure seamless integration

How do we get started ?

Execute

Measurement Google Analytics Facebook fans Twitter Followers Comments on blog Web traffic Number of media outlets

engaged Employee engagement Blog entries Feedburner

Transparency & authenticity Develop relationships & encourage the conversations Try to add value to your industry and community Connect with the influencers / help them find you For maximum ROI: “Build communities” instead of

“doing communications”

Tips for Social Media Success

Discussion

Contact Rebecca Devine for more information :rdevine@mavenagency.com or 267-546-9009