social media defined for entrepreneurs and executives

INTRODUCTIONINTRODUCTION

Social media is a Social media is a

conversation online.conversation online.

Look Look whowho’’s talkings talking::

oo your your customerscustomers

oo your your employeesemployees

oo your your investorsinvestors

oo your your criticscritics

oo your your fansfans

oo your your competitioncompetition.... ....

oo anyone who has anyone who has internetinternet

access and an access and an opinionopinion..

SOCIAL MEDIA DEFINEDSOCIAL MEDIA DEFINED

The conversation is The conversation is notnot::

oo controlledcontrolled

oo organizedorganized

oo ““on messageon message””

The conversation The conversation isis::

oo organicorganic

oo complexcomplex

oo speaks in a speaks in a human voicehuman voice

Social media is Social media is not a not a

strategystrategy or a or a tactictactic ––

itit’’s simply a s simply a channelchannel..


oo Social NetworksSocial Networks

oo News & News & BookmarkingBookmarking

oo BlogsBlogs

oo MicrobloggingMicroblogging

oo Video SharingVideo Sharing

oo Photo SharingPhoto Sharing

oo Message boardsMessage boards

oo WikisWikis

oo Virtual RealityVirtual Reality

oo Social GamingSocial Gaming

oo Related:Related:

oo PodcastsPodcasts

oo Real Simple Syndication (RSS)Real Simple Syndication (RSS)

oo Social Media Press ReleaseSocial Media Press Release


The The power power to to define define and and control control a a brand brand

isis shifting shifting from from corporationscorporations and and institutionsinstitutions

to to individualsindividuals and and communitiescommunities..


oo 9191% say consumer reviews are the % say consumer reviews are the #1 aid to buying #1 aid to buying

decisionsdecisions -- JC Williams GroupJC Williams Group

oo 8787% % trust a friendtrust a friend’’s recommendation s recommendation over criticover critic’’s s

review review -- Marketing Marketing SherpaSherpa

oo 33 times more likely to times more likely to trust peer opinions over trust peer opinions over

advertising for purchasing decisionsadvertising for purchasing decisions -- Jupiter Research Jupiter Research

oo 11 wordword--ofof--mouth conversation has mouth conversation has impact of impact of

200 TV ads200 TV ads -- BuzzAgentBuzzAgent

* * Slide courtesy of Digital Influence GroupSlide courtesy of Digital Influence Group


Social media sites are the fastestSocial media sites are the fastest--growing category on the growing category on the

web, doubling their traffic over the last year. web, doubling their traffic over the last year.

oo 7373% of active online users have % of active online users have read a blogread a blog

oo 4545% have started % have started their own blogtheir own blog

oo 3939% subscribe to an % subscribe to an RSS feedRSS feed

oo 5757% have joined a % have joined a social networksocial network

oo 5555% have uploaded % have uploaded photosphotos

oo 8383% have watched % have watched video clipsvideo clips

Universal McCannUniversal McCann’’s Comparative Study on Social Media Trends, s Comparative Study on Social Media Trends,

April 2008. 17,000 respondents from 29 countries, *using interneApril 2008. 17,000 respondents from 29 countries, *using internet t

at least every other dayat least every other day


Social media can help you in all stages of your PR Social media can help you in all stages of your PR

campaign: campaign:

oo researchresearch

oo strategic planningstrategic planning

oo implementationimplementation

oo evaluationevaluation


oo Learn Learn what people are saying what people are saying about youabout you

oo CreateCreate buzz buzz for events & campaignsfor events & campaigns

oo Increase Increase brand exposurebrand exposure

oo Identify and recruit influencers to Identify and recruit influencers to spread your messagespread your message

oo Find Find new opportunities new opportunities and and customerscustomers

oo SupportSupport your products and servicesyour products and services

oo Improve your Improve your search engine visibilitysearch engine visibility

oo Gain Gain competitive intelligencecompetitive intelligence

oo Get your Get your message out fastmessage out fast

oo Retain clients by establishing a Retain clients by establishing a personal relationshippersonal relationship

oo Be an Be an industry leader industry leader –– not a followernot a follower


ReachReach

oo Website visits / viewsWebsite visits / views

oo volume of volume of

reviews/commentsreviews/comments

oo Incoming linksIncoming links

Action & InsightAction & Insight

oo Sales inquiriesSales inquiries

oo New businessNew business

oo Customer Satisfaction / Customer Satisfaction /

loyaltyloyalty

oo Marketing efficiencyMarketing efficiency

Engagement & InfluenceEngagement & Influence

oo Sentiment of Sentiment of

reviews/commentsreviews/comments

oo Brand affinityBrand affinity

oo Commenter Commenter

authority/influenceauthority/influence

oo Time spentTime spent

oo Favourites / Friends / FansFavourites / Friends / Fans

oo Viral forwardsViral forwards

oo Number of downloadsNumber of downloads


Source: The Digital Influence Group, Measuring the Influence of Social Media

10 KEYS10 KEYSTO TO SOCIAL MEDIA SOCIAL MEDIA

SUCCESSSUCCESS

KEYS TO SUCCESSKEYS TO SUCCESS

oo Experiment Experiment personallypersonally

before professionallybefore professionally

oo Try a Try a varietyvariety of social of social

media toolsmedia tools

oo Be Be yourselfyourself, make some , make some

friendsfriends, and , and shareshare


oo Spend time upfront Spend time upfront

planningplanning how you will how you will

use social mediause social media

oo Think Think POSTPOST::

oo PPeopleeople

oo OObjectivesbjectives

oo SStrategytrategy

oo TTechnologyechnology


oo Find where your Find where your

audienceaudience is participating is participating

and and indentifyindentify the the

influencersinfluencers

oo Read industry blogs Read industry blogs (including comments)(including comments)

oo Google your company Google your company

name & your competitionname & your competition

oo Find tools Find tools that can help that can help

you listenyou listen


oo Avoid Avoid pufferypuffery

(people will ignore it)(people will ignore it)

oo Avoid Avoid evasionevasion and and lyinglying

(people (people wonwon’’t t ignore it)ignore it)

oo Companies have watched Companies have watched

their their biggest screwbiggest screw--up's up's

rise to the top 10 of a rise to the top 10 of a

Google searchGoogle search

oo Admit your mistakes Admit your mistakes

right awayright away


oo DonDon’’t be afraid t be afraid to share. to share.

Corporations, like people, Corporations, like people,

need to share information need to share information

to get the value out of to get the value out of

social media social media

oo Make your content easy Make your content easy

to shareto share

oo Incorporate Incorporate tools that tools that

promote sharing:promote sharing:

oo Share This, Share This, RSS feeds, RSS feeds,

EmailEmail a frienda friend


oo Don't Don't shoutshout. Don't . Don't

broadcastbroadcast. Don. Don’’t t bragbrag. .

oo Speak like yourself Speak like yourself –– not not

a corporate marketing a corporate marketing

shill or press secretaryshill or press secretary

oo Personify your brand Personify your brand ––

give people something give people something

they can relate to.they can relate to.


CASE STUDYCASE STUDY

oo Think like a Think like a contributorcontributor, ,

not a marketernot a marketer

oo Consider what is Consider what is relevant relevant

to the communityto the community before before

contributingcontributing

oo DonDon’’t promote t promote your your

product on every postproduct on every post

oo Win friends by Win friends by promoting promoting

other peopleother people’’s content s content if if

it interests youit interests you


oo DonDon’’t try to delete t try to delete or or

remove criticism (it will remove criticism (it will

just make it worse)just make it worse)

oo ListenListen to your detractorsto your detractors

oo AdmitAdmit your shortcomingsyour shortcomings

oo Work openly Work openly towards an towards an

explanationexplanation and and

legitimate legitimate solutionsolution


oo DonDon’’t wait until you t wait until you

have a campaign have a campaign to to

launch launch -- start planning start planning

and listening nowand listening now

oo Build relationships Build relationships so so

theythey’’re ready when you re ready when you

need themneed them


oo You You need buy in from need buy in from

everyone everyone in the in the

organizationorganization

oo Convince your CEO Convince your CEO that that

social media is relevant to social media is relevant to

your organizationyour organization

oo Get your communications Get your communications

team together, discuss team together, discuss

the options, then divide the options, then divide

and conquerand conquer


THE TOOLSTHE TOOLS

SOCIAL MEDIA

TOOLSSOCIAL MEDIASOCIAL MEDIA

TOOLSTOOLS

oo Social NetworksSocial Networks

oo News & News & BookmarkingBookmarking

oo BlogsBlogs

oo MicrobloggingMicroblogging

oo Video SharingVideo Sharing

oo Photo SharingPhoto Sharing

oo Message boardsMessage boards

oo WikisWikis

oo Virtual RealityVirtual Reality

oo Social GamingSocial Gaming

oo Related:Related:

oo PodcastsPodcasts

oo Real Simple Syndication (RSS)Real Simple Syndication (RSS)

oo Social Media Press ReleaseSocial Media Press Release

THE TOOLSTHE TOOLS

oo People and organizations People and organizations

connect connect andand interact interact

with friends, colleagues with friends, colleagues

and fansand fans. .

oo Facebook Facebook and and MySpaceMySpace

pages provide a micro pages provide a micro

site for your business site for your business

within the social within the social

framework.framework.

THE TOOLSTHE TOOLS

oo create create online profilesonline profiles

oo share share photosphotos, , videovideo, and , and

audioaudio,, linkslinks

oo send privatesend private message and message and

instant instant messagemessage

oo learn more learn more about people and about people and

organizationsorganizations

oo join join groups groups and gain and gain fansfans

THE TOOLSTHE TOOLS

DoDo

oo create a page create a page to promote your to promote your

brandbrand

oo point your fans to point your fans to your your

company blogcompany blog or contestor contest

oo encourage a encourage a discussiondiscussion and and

participateparticipate frequently frequently

oo explore targeted advertising explore targeted advertising

opportunitiesopportunities

DonDon’’tt

oo create a page andcreate a page and fail to fail to

maintainmaintain itit

oo try a try a hard sell hard sell approachapproach

oo censorcensor commentscomments

oo spamspam your fans/friends with your fans/friends with

frequent private messages frequent private messages ––

youyou’’ll drive them awayll drive them away

oo post post falsefalse informationinformation

THE TOOLSTHE TOOLS

oo Social Social bookmarkingbookmarking sites sites

allow users to allow users to savesave, ,

shareshare, , organizeorganize, ,

commentcomment on and search on and search

webpage webpage bookmarksbookmarks

oo Community votes Community votes on on

your submissions so they your submissions so they

either rise to the top or either rise to the top or

drop to the bottomdrop to the bottom

THE TOOLSTHE TOOLS

DoDo

oo link to relevant articles link to relevant articles about about

news in your fieldnews in your field

(not just your own content)(not just your own content)

oo make friends make friends with other with other

bookmarkers in a legitimate bookmarkers in a legitimate

wayway

oo respect the respect the terms of serviceterms of service

oo ((redditreddit allows selfallows self--promotion, promotion,

diggdigg does not)does not)

DonDon’’tt

oo spamspam by consistently by consistently

bookmarkingbookmarking your own your own

materialmaterial

oo cheat by tagging cheat by tagging your your

bookmarks with irrelevant bookmarks with irrelevant

popular keywordspopular keywords

oo open multiple accounts and open multiple accounts and

vote for yourself vote for yourself –– youyou’’ll be ll be

exposedexposed

THE TOOLSTHE TOOLS

oo A blog is a website with A blog is a website with

regular entries of regular entries of

commentary commentary or or newsnews

oo Blogs serve to establish Blogs serve to establish

your company as your company as

transparenttransparent, , relevantrelevant, ,

activeactive, and , and expertexpert

THE TOOLSTHE TOOLS

oo engage in engage in dialogue dialogue with your with your

customerscustomers

oo improve your improve your search engine search engine

visibilityvisibility

oo promote promote product launches product launches

andand eventsevents

oo gain gain expert status expert status by by

providing useful tipsproviding useful tips

THE TOOLSTHE TOOLS

DoDo

oo post on a post on a regularregular scheduleschedule

oo encourage conversation by encourage conversation by

asking questionsasking questions

oo respond to customersrespond to customers' '

questions and concernsquestions and concerns

oo use a few use a few bloggersbloggers from your from your

company for more viewpointscompany for more viewpoints

oo post product reviews from post product reviews from

customers or industry expertscustomers or industry experts

DonDon’’tt

oo write press releases write press releases –– be real be real

about why something is about why something is

excitingexciting

oo let complaints go let complaints go unansweredunanswered

oo make users register to make users register to

comment comment –– they wonthey won’’t bothert bother

oo deletedelete fair but critical fair but critical

commentscomments

THE TOOLSTHE TOOLS

oo MicroblogsMicroblogs are blogs are blogs

limited to a sentence or limited to a sentence or

two (about two (about 140 140

characterscharacters))

oo People use People use microbloggingmicroblogging

to to follow their friendsfollow their friends

oo Companies use it to Companies use it to

market their product or market their product or

services by services by giving them giving them

a voice/identitya voice/identity..

THE TOOLSTHE TOOLS

oo promote contestspromote contests

oo share timely informationshare timely information

oo spread useful linksspread useful links

oo personify your brandpersonify your brand

oo build credibility and influencebuild credibility and influence

oo follow competitorsfollow competitors

THE TOOLSTHE TOOLS

DoDo’’ss

oo sound like someone who just sound like someone who just

happens to work at your happens to work at your

companycompany

oo put a friendly face on your put a friendly face on your

productproduct

oo pose and answer questionspose and answer questions

oo announce sales, deals, news, announce sales, deals, news,

updates, and updates, and build buzz build buzz for for

big releases or eventsbig releases or events

Don'tsDon'ts

oo sound like a press releasesound like a press release

oo spam with constant links to spam with constant links to

your company website, either your company website, either

in tweets or private messagesin tweets or private messages

THE TOOLSTHE TOOLS

THE TOOLSTHE TOOLS

oo Video sharing sites let Video sharing sites let

you you upload videos upload videos and and

shareshare them with people.them with people.

oo TheyThey’’re a perfect re a perfect

repository for repository for video video

blogsblogs, taped , taped seminarsseminars, ,

witty witty Power PointsPower Points, ,

commercialscommercials, , howhow--toto’’ss

and a behindand a behind--thethe--scene scene

look at your organization.look at your organization.

THE TOOLSTHE TOOLS

oo helps you helps you gain exposure gain exposure and and

direct traffic direct traffic back to your back to your

websitewebsite

oo sparks interest sparks interest without a without a

hardhard--sell sell

oo videos can be videos can be lowlow--fifi and and

cheap to producecheap to produce --

immediacy and content is more immediacy and content is more

important than quality. important than quality.

oo videos can be a place to videos can be a place to

showcase your leadership showcase your leadership in in

a field, anda field, and spread customer spread customer

testimonialstestimonials

THE TOOLSTHE TOOLS

DoDo

oo be be informativeinformative, , usefuluseful, or , or

entertainingentertaining

oo create a create a summarysummary and and

detailed descriptiondetailed description

oo post post video replies video replies to othersto others

oo allow allow commentingcommenting and and

participateparticipate in the conversationin the conversation

oo save bandwidth costs on your save bandwidth costs on your

website by website by hosting videos on hosting videos on

YouTubeYouTube

DonDon’’tt

oo just upload just upload infomercialsinfomercials

oo be afraid to be afraid to experimentexperiment until until

find a formula that works.find a formula that works.

oo pull down other peoplepull down other people’’s s

videos videos showcasing your showcasing your

product for copyright product for copyright

infringementinfringement

oo make your video longer than it make your video longer than it

needs to be needs to be –– keep it concise keep it concise

and entertainingand entertaining

THE TOOLSTHE TOOLS

oo Photo sharing sites give Photo sharing sites give

you a place to you a place to uploadupload

and and organize organize your your

photosphotos

oo You can You can invite friends invite friends to to

check out your photos check out your photos

and people can find your and people can find your

photos by searching for photos by searching for

the keywords (the keywords (tagstags) you ) you

apply to your photos.apply to your photos.

THE TOOLSTHE TOOLS

oo detail the detail the launch of a new launch of a new

productproduct, from initial sketches , from initial sketches

to the launch partyto the launch party

oo promote promote special eventsspecial events, ,

charitable campaignscharitable campaigns, , and and

awards ceremoniesawards ceremonies

oo provide an provide an inside look inside look at your at your

organization, making it appear organization, making it appear

glamorousglamorous, , busybusy, , funfun, or , or

innovativeinnovative

THE TOOLSTHE TOOLS

DoDo

oo tagtag your photos with relevant your photos with relevant

keywordskeywords

oo use your web site address or use your web site address or

brand name brand name as your as your FlickrFlickr

screen namescreen name

oo upload quality photos of your upload quality photos of your

products/servicesproducts/services, and things , and things

related to your businessrelated to your business

oo link prominently from your web link prominently from your web

site to your site to your FlickrFlickr photostreamphotostream

DonDon’’tt

oo stuff linked keywords into stuff linked keywords into

your photo descriptions your photo descriptions or or

commentscomments

oo plaster your URL plaster your URL all over the all over the

photos you uploadphotos you upload

oo discourage people from discourage people from

using your photos using your photos (as long (as long

as they provide attribution such as they provide attribution such

as a link back to your website)as a link back to your website)

oo An Internet forum, or An Internet forum, or

message board, is a message board, is a

bulletin board system in bulletin board system in

the form of a discussion the form of a discussion

sitesite

oo conversation takes place conversation takes place

between between registered registered

membersmembers who who post post

topicstopics (threads) and (threads) and

make make public comments public comments

(posts) on those threads (posts) on those threads

THE TOOLSTHE TOOLS

Do Do

oo keep the message board active keep the message board active

by by regularly participating regularly participating in in

the conversationthe conversation

oo collect minimal information collect minimal information

during registration during registration

oo keep focus and attract users by keep focus and attract users by

clearly identifying your clearly identifying your

community community purpose and purpose and

target audiencetarget audience

oo promote promote popular discussions popular discussions

throughout your websitethroughout your website

DonDon’’tt

oo build it and build it and expect people to expect people to

start participating start participating without without

encouragement and seedingencouragement and seeding

oo forget to forget to moderatemoderate --

spammers and trolls will drive spammers and trolls will drive

users awayusers away

oo censorcensor or allow militant or allow militant

moderators to take too much moderators to take too much

control control over the conversation. over the conversation.

You want to encourage open You want to encourage open

discussion, not stifle it.discussion, not stifle it.

THE TOOLSTHE TOOLS

THE TOOLSTHE TOOLS

oo A A podcastpodcast is a is a series of audio series of audio

or video files or video files which is which is

distributed by syndicated distributed by syndicated

download to your computer, for download to your computer, for

use on an MP3 player or use on an MP3 player or

computer.computer.

oo Podcasts can be simple Podcasts can be simple

recordings of recordings of conversationsconversations, ,

presentationspresentations, , or interviews or interviews

oo TheyThey’’re a chance to provide re a chance to provide

build an audience build an audience around around

your brand or message.your brand or message.

THE TOOLSTHE TOOLS

DoDo’’ss

oo come up with a format come up with a format ((form, form,

topic, and duration)topic, and duration)

oo prepare donprepare don’’t script t script (or you(or you’’ll ll

sound stiff)sound stiff)

oo use a good microphone use a good microphone (but (but

no need to over produce)no need to over produce)

oo promote your promote your podcastpodcast on on

your website and your website and podcastpodcast

directoriesdirectories

DontDont’’ss

oo worry about lengthworry about length

oo invest in a lot of equipment invest in a lot of equipment ––

simple tools and software are simple tools and software are

all you need to get goingall you need to get going

oo leave too much time leave too much time

between between podcastspodcasts –– it could it could

prevent you from building an prevent you from building an

audienceaudience

THE TOOLSTHE TOOLS

oo RSS is a way for content RSS is a way for content

publishers to make publishers to make blog blog

entriesentries, , newsnews headlinesheadlines, ,

eventsevents, , podcastspodcasts and and

other content available to other content available to

subscribers.subscribers.

oo an effective way to an effective way to

distribute your content distribute your content

and and lead users back lead users back to to

your websiteyour website

THE TOOLSTHE TOOLS

THE TOOLSTHE TOOLS

DonDon’’t t

oo offer RSS feeds for your offer RSS feeds for your

websitewebsite’’s s blogblog, , newsnews, , eventsevents, ,

and and podcastspodcasts

oo subscribe to RSS feeds subscribe to RSS feeds

relevant to your industry or relevant to your industry or

interestsinterests

oo include a include a titletitle and and descriptiondescription

only so subscribers need to only so subscribers need to

visit your site for the full storyvisit your site for the full story

oo track your subscriberstrack your subscribers

DonDon’’t t

oo spam your subscribers by spam your subscribers by

including excessive advertising including excessive advertising

in your RSS feedin your RSS feed

oo go overboard go overboard –– limit RSS feeds limit RSS feeds

to content frequently updatedto content frequently updated

oo freak out when a freak out when a sploggersplogger

hijacks your content hijacks your content –– this this

could actually help your search could actually help your search

engine rankengine rank

THE TOOLSTHE TOOLS

SOCIAL MEDIA SOCIAL MEDIA

MYTHSMYTHS

THE MYTHSTHE MYTHS

““Social media is Social media is just a fad just a fad –– it will go away.it will go away.””

THE MYTHSTHE MYTHS

““Social media is Social media is

inexpensiveinexpensive..””

THE MYTHSTHE MYTHS

““If we put our content online If we put our content online

wewe’’re just re just giving our giving our

expertise away expertise away for free!for free!””

THE MYTHSTHE MYTHS

““Social media might work for Social media might work for

certain industries and business models certain industries and business models

but it wonbut it won’’t work for ust work for us..””

THE MYTHSTHE MYTHS

““Tell the programmers to set up that Tell the programmers to set up that

social media thingsocial media thing…….and get them to .and get them to

make it viral make it viral while theywhile they’’re at it!re at it!””

THE MYTHSTHE MYTHS

““YouTubeYouTube is that site for funny is that site for funny

cat videos cat videos –– youyou’’ll ll cheapen cheapen

our brand our brand by putting by putting

our video on there!our video on there!””

THE MYTHSTHE MYTHS

““II’’ve started a Facebook page so Ive started a Facebook page so I’’ve ve

got social media coveredgot social media covered!!””

THE MYTHSTHE MYTHS

““If we just delete all negative comments If we just delete all negative comments

no one will see themno one will see them..””

THE MYTHSTHE MYTHS

““No seriously, No seriously, I donI don’’t think t think

anyone will noticeanyone will notice if we if we

delete those negative comments.delete those negative comments.””

THE MYTHSTHE MYTHS

““If we build it If we build it they will comethey will come..””

THE MYTHSTHE MYTHS

““Social media is for Social media is for kidskids..””

THE MYTHSTHE MYTHS

““We We cancan’’t measure t measure social media results.social media results.””

THE MYTHSTHE MYTHS

““We have to figure this all out We have to figure this all out beforebeforewe start using social media.we start using social media.””

THE MYTHSTHE MYTHS

““Social Media is Social Media is hardhard..””

THE MYTHSTHE MYTHS

““Social Media is Social Media is easyeasy..””

THE MYTHSTHE MYTHS

Get HELPGet HELP(Professionally) with Your(Professionally) with Your

SOCIAL MEDIA SOCIAL MEDIA

MARKETINGMARKETING

GET STARTED NOWGET STARTED NOW


For Busy Entrepreneurs, Executives & Sales Professionals

Get started NOW

to begin capitalizing

on Social Media Marketing

JAYMUNDA has 3 Customized

Programs to help BUSY Professionals



1.1. Social Media MarketerSocial Media Marketer

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2.2. Social Media ProSocial Media Pro


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+ strategic interactivity+ strategic interactivity

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