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Presented by Akron SCORE

Presented by Akron SCORE. SOCIAL MEDIA. Ralph J. Davila, APR. For Small Business. @rjdavila LinkedIn.com/in/ralphdavila. Part I. WHAT IS SOCIAL MEDIA?. Question… . How would you define social media in your own words?. A Definition of Social Media.

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Presented by Akron SCORE

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  1. Presented by Akron SCORE SOCIAL MEDIA Ralph J. Davila, APR For Small Business @rjdavila LinkedIn.com/in/ralphdavila

  2. Part I WHAT IS SOCIAL MEDIA?

  3. Question… • How would you define social media in your own words?

  4. A Definition of Social Media • According to Brian Solis, Social Media is: “The DEMOCRATIZATION OF INFORMATION, transforming people from content readers into PUBLISHERS. It is the shift from a broadcast mechanism, one-to-many, to a many-to-many model, rooted in CONVERSATIONS between authors, people, and peers"

  5. Traditional Communication • In the past, you pushed your message to a specific audience (i.e. – Advertising, Direct Mail) Super Bowl Ad Introducing Macintosh - 1984 Super Bowl Ad Featuring E-Trade - 2010 Sources: Mac Ad. Entertainment Weekly. http://www.ew.com/ew/gallery/0,,20254513_20009920,00.html E-Trade Ad. http://www.esquire.com/the-side/feature/new-etrade-commercials-2010

  6. Traditional… • Not much room for two-way communication • Word-of-Mouth was sought out most (Water-cooler talk after a funny ad last night during Super Bowl) • Contact through phone (Customer service) or in-person (In line at the store) Brenda, did you see that hilarious ad last night? WOW! I’ve been telling everyone!

  7. Traditional… • Transparency was tougher to identify • Example: Car dealerships always say they’re largest or have most sales… Source: http://blog.hemmings.com/index.php/2009/12/07/lost-locations-roundup-flying-a-service-station-king-midget-factory-custom-car-dealership/

  8. Digital Communication • The one-way model has morphed into a two-way model • The Company>Customer relationship has become a cyclical, web-like model Business Message Reaches Customer, trickles down to friends and friends of friends Source: http://www.vedainformatics.com/blogs/5-things-about-social-media-marketing/

  9. The Social Media Revolution Courtesy of Socialnomics

  10. Social Media is… • The digitized version of in-person, word-of-mouth communication • In real-time and immediate • A digital medium allowing your audience full access to support, critique and bash you to others • ALL about content! The phrase “Content is King” was never more important • Most importantly - TRANSPARENT

  11. Part II WHAT ARE THE MAIN SOCIAL MEDIA NETWORKS IN USE?

  12. Top 3 Social Networks 1 2 3

  13. Facebook • There are 750 million + “active” users • Roughly 206.2 million people in the U.S. are on Facebook Sources: http://www.digitalbuzzblog.com/facebook-statistics-stats-facts-2011/SocialTRAK, Value of A Facebook Fan. June 2010. Independent Study.

  14. Facebook • Business/ Organizational Fan pages are perfect for building online communities/engagement/interaction

  15. LinkedIn • The first social network to go public with an Initial Public Offering (IPO) • Has more than 100 million users worldwide • 2 billion + people searches in 2010 • Executives from every Fortune 500 company could be found in 2010 Source: onlinemba.com infographic.

  16. LinkedIn • Group/Business pages allow for sharing of information and help connect professionals

  17. Twitter • More than 106 million accounts • Is based on 140 character posts • There more than 55 million tweets each day • 45% of users are between 18-34 Source: http://www.onlinemarketing-trends.com/2011/03/twitter-statistics-on-its-5th.html

  18. Twitter • Great tool for customer service dept., during a crisis and other real-time comm. uses

  19. Part III WHAT IS ITS PURPOSE IN BUSINESS APPLICATIONS?

  20. Why? A Few Good Reasons… • Facebook • The 35+ demographic accounts for more than 30% of the FB user-base • On average, fans spend an additional $71.84 on products compared to non-fans • LinkedIn • 68% of the users are over the age of 35 • 69% of all users make more than $60K/year • Twitter • 30% of users have annual household income of $100K +

  21. Biggest Reason… • Your audience uses these social networks everyday. So how are you reaching them? • You’re probably not… Let me show you what you’re missing

  22. Value of SM for Business

  23. Be Strategic! • DON’T just create a social presence because everyone else is! • Just because you have a page doesn’t mean you’ll succeed • QUESTION: How many of you have stumbled across a Facebook Fan page that hasn’t been updated in more than 6 months? • Social Media is Strategic… and it shows

  24. Building a Strategy • Keep it simple when developing strategy • Be realistic. Start small. Go after the lowest hanging fruit and build from there… • Three key questions that will drive strategy: • 1) What are you trying to achieve? • 2) Who are you trying to reach? • 3) How will social media tools help facilitate this?

  25. What are you trying to achieve? • Types of goals and objectives: • Build awareness • Change perceptions • Reach new audiences, new geographic areas • Communicate during a crisis • Gain feedback on a product or service • Use it to see what your competitors are doing • And on and on…

  26. Domino’s Pizza

  27. Up a river without a… Set your goals and make them your guiding light! If not, you’ll end up like this guy!

  28. Who are you trying to reach? • Social media allows precision audience targeting (demo info, user data, etc.) • Once you know your target audience, social media allows you to build a community • This community allows the online conversation to become offline (real world) • Gain some basic insight into your audiences’ habits, likes and dislikes • Can help target better

  29. Start Small! Targeting… • Friday, August 12, Facebook began allowing businesses to target by ZIP Code.

  30. What social tools to use?

  31. If you’re brave, take a stab at trying them all! By the way, this is only just a few of the thousands out there! Graphic courtesy of Technorati

  32. Choosing Social Tools • Begin by researching where your audience resides online • If you have a direct competitor, review their social networks and take notes • You don’t have to use every available social media network! • Start slow… if your customers use Twitter the most, start with Twitter

  33. Part IV How to begin using these social media sites

  34. Create a Policy • Create a social media policy guide, including: • How to respond to positive and negative posts or comments • Who should be responsible for posting and responding • Rules for use for employees with their own personal accounts

  35. Messaging • Create a basic messaging platform • What is the essence of our business or organization? • Capture that essence with key words and phrases • Develop a tone, a context to your posts and responses… what’s your business’s PERSONALITY? • DO NOT post sales pitches. Create a conversation that engages them to talk about your business.

  36. Include and Share • Make your entire team part of the messaging discussion • That brings them in on the ground floor • Give them ownership, claim to this “voice” you’re creating for your business • Ensure the person/s who are the “content creators” keep continuity in that voice • Give access to your SM accounts sparingly, to those you trust most – they will be the digital voice of your business!

  37. OK… Setup an Account/s! • Facebook, Twitter and LinkedIn make it extremely easy and intuitive to create accounts.

  38. Building the Page • When setting up pages, use your business identity (name, logo, other key info) • Don’t use a person or mascot for your page • It creates confusion unless you are a prominent brand that rests its brand ID on this person/mascot

  39. Page Example

  40. Edit Page Example

  41. Info to Include • Top line information • Logo and tagline if you have one • Business background (Facts and stats) • Location and hours of operation • Contact information (Website, email, phone, etc.)

  42. Part V What do I do next after these social networks have been created?

  43. Reminder! • Now that you have a page or pages, you are in charge of the content • Keep a calendar of when and what to post • Your personal account is now connected to the fan page as an administrator • DON’T accidentally post something thinking your fan page was your personal page

  44. Where’s everyone at? • Just because you created it, doesn’t mean your customers will flock to your page • It takes a little leg work… some manual labor • Do research. Find where your audience hangs out. What they like. • Again, look at your competitors pages, or similarly aligned fan pages Courtesy of: http://blog.sironaconsulting.com/sironasays/2011/02/the-use-of-social-media-in-the-last-12-18-months-has-become-a-widespread-tool-in-the-business-toolbox-although-frustrating.html

  45. Research Facebook • Send a message to your friends to check out your new business page and “Like” it • A great way to get a small base of fans • Friends are more prone to share with their friends • Targeted advertising with small budget • Can target by geography, zip code, etc. • Create an incentive when advertising (Coupons) • Run a contest or giveaway to compel people to “Like” page

  46. Facebook Example

  47. Research LinkedIn

  48. Research Twitter

  49. What have you done? • So, you’ve found some people, you’re: • Promoting yourself to local people on Facebook • Requesting folks on LinkedIn for your business page • Following influencers and their friends on Twitter • What do I do next?

  50. Add Content • Whether you’re using just one or three social networks, begin by adding rich content! • Begin by posting messages that introduce your business to the world and welcome everyone to join in on the conversation • Add a few more… ensure there’s substance! • Keep the message consistent across networks

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