Social Media 101: A Guide to Using Key Platforms for Business
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This document provides an overview of social media best practices for businesses. It discusses defining social media and reviewing major tools like Twitter, Facebook, LinkedIn, and blogs. The presentation emphasizes engaging customers, establishing your brand's voice, listening to conversations, and asking and responding to build relationships. The goal is to increase awareness, sales, loyalty, and traffic through social platforms.
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Social Media 101: A Guide to Using Key Platforms for Business
- 1. Social Media 101 for Business
- 2. AJ Gerritson Founding Partner 617.986.0224 aj@451marketing.com linkedin.com/in/ajgerritson @ajgerritson www.451Marketing.com
- 3. Agenda • Defining Social Media • Review of Major Tools and Goals • Twitter • Facebook • LinkedIn • Blog • Social Media Best Practices • Q&A
- 4. What is Social Media?
- 6. of people trust peer recommendations Only 14% trust advertisements (Qualmann, Socialnomics, 2010)
- 8. Word of mouth at unprecedented scale Facebook population Friends of fans 60M friends Fan base 500K fans US data
- 9. $6,000 +314% US$ Spent on Social $5,000 (Millions) $4,000 $3,000 $2,000 $1,000 $0 2011 2012 2013 2014 2015 2016 (Forrester Research, 2011)
- 10. Why Should Our Brand Use Social Media?
- 11. Demonstrate Value – Users See You as Reliable, Responsive, Intelligent
- 12. Increase Sales, Loyalty and Awareness
- 13. Gauge Your Audience: The New, Digital Focus Group
- 14. Today We’ll Cover Four Major Tools
- 15. Social Tools Explained… I’m eating a #doughnut I ‘like’ doughnuts and doughnut- eating groups I have doughnut-eating skills and expertise These are my opinions and expertise on doughnuts …Using Doughnuts
- 16. (I’m eating a #doughnut)
- 17. January 15, 2009
- 20. > 500 Million Accounts 91% of active users polled follow a brand 7.8 million brand recommendations each month 39% of companies have acquired new customers using Twitter
- 21. Goals for Using Twitter: 1. Engage Current Fans & Increase Awareness 2. Increase Traffic to Website 3. Customer Service 4. Marketing/Competitive Research
- 22. Anatomy of a Tweet Handle Credit the Source Content @451Heat Check out our latest blog post by @maxesilver "Not -So-Quiet Riot: Why Boston’s #RubyRiot Was a Success" http://ow.ly/4Zn3D Link #Hashtag ≤ 140 Characters
- 23. What is a #Hashtag? Twitter users use the # symbol, called a hashtag, to mark keywords or topics in a tweet. Hashtags help to categorize the content and context of Twitter messages.
- 24. Trending Topics (Often comprised of #hashtags)
- 25. Twitter Interactions Question @Reply Retweet With Context Content
- 26. Opportunity to Extend Your Brand
- 27. Proven Ways to Get More Followers 1. Show who you are – a complete bio 2. Stop talking about yourself – don’t be that guy at the cocktail party 3. Identify yourself authoritatively 4. Avoid negativity - like sadness, aggression, negative emotions and feelings, and morbid comments (Dan Zarella, HubSpot)
- 28. Who Should You Follow? • People you want to engage with: • Customers • Potential customers • People in your industry: • Competitors • Partners • Industry influencers
- 29. (I ‘like’ doughnuts and doughnut-eating groups)
- 30. Over 900 Million Users (if it were a country, it would be the 3rd most populated) 51% of Facebook fans more likely to buy from a 41% company they of companies using Facebook have acquired new customers from it 40% of users 35 years or older
- 31. Goals for Using Facebook: 1. Branding and Loyalty 2. Increase Fans & Awareness 3. Sales (sometimes) 4. Customer Service
- 32. Anatomy of a FB Post Author Content Link Picture ≤ 250Characters
- 33. Opportunity to Extend Your Brand
- 34. (I have doughnut-eating skills and expertise)
- 35. Over 161 Million Members (a new member joins every second) >1,000,000 groups 43 years old/ $107,000 annual income Women 42% Men 58%
- 36. Goals for Using LinkedIn: 1. Network with Potential Clients 2. Build Profile and Network in Your Industry 3. Showcase Brand, Products, Thought Leaders
- 37. Optimize Profile
- 38. Engage in Community AJ Gerritson
- 39. Leverage Groups
- 40. Set Alerts
- 41. (These are my opinions and expertise on doughnuts)
- 42. Companies With a 57% have acquired a customer through their blog 55% more web traffic 70% more leads
- 43. Goals for Using a Blog: 1. Increase Brand Awareness 2. Increase Traffic to Website, Online Visibility 3. Establish Brand/Corporate Figures as Thought Leaders 4. Show Personality
- 44. Central place for content creation, establishing voice, and positioning thought leaders
- 45. Opportunity to Extend Your Brand
- 47. Social Media Best Practice
- 48. Listen
- 49. WHAT are people saying about your brand or product/services? WHERE are people discussing your brand or products/services? WHO is discussing your brand online?
- 52. Also Listen For… Industry Competitors News #TrendingTopics
- 54. Depending on your brand, your voice can take on different tone… Conversational/Casual News Source/Formal
- 56. Ask
- 57. Respond
- 58. Reward
- 60. Use Your Tools
- 62. Questions?
- 64. – Founded in 2004 – 30 Communications Professionals Based in Boston – Partners Nicholas Lowe, AJ Gerritson, and Tom Lee – Named a 2011 & 2012
- 67. AJ Gerritson Founding Partner 617.986.0224 aj@451marketing.com linkedin.com/in/ajgerritson @ajgerritson www.451Marketing.com
- 68. Social Media 101 for Business
Editor's Notes
- Social media are media for social interaction, using highly accessible and scalable publishing techniques. Social media use web-based technologies to transform and broadcast media monologues into social media dialogues.
- Social media are media for social interaction, using highly accessible and scalable publishing techniques. Social media use web-based technologies to transform and broadcast media monologues into social media dialogues.
- Your practices can lead to sales – you demonstrate your business value. Users can see that you are reliable, responsive, intelligent, etc. via social media practices
- Engage Fans and Increase Awareness– Build a community of followers of the brand who will share with their networks, spreading awareness. Increase Website Traffic– Build a base of inbound links from followers when they share content that is posted.Customer Service – Quickly respond to any feedback from customers including compliments, complaints and suggestions. Market/Competitive Research – Stay up-to-date on what your competitors are doing and general trends among your targeted audience.
- Trending Topics – Twitter topics that are currently popular rather than topics that have been popular for a while or on a daily basis.
- 50% of active users login each day (FB)Average user has 130 friends (FB)350 million active users access FB through mobile (FB)
- Branding – Create a branded experience where fans can interact directly with the company. Increase Fans and Awareness – Build a community of brand ‘fans’ who will share with their networks, spreading awareness. Search Engine Optimization – Increase your base of inbound links from fans when they share posted content. Customer Service – Quickly respond to feedback from customers including compliments, complaints, and suggestions.
- Optimizing Your LinkedIn Profile-for search-misspellings
- How you help people?
- Groups (commercial real estate examples)
- Listen. Regularly monitor the comments about your company, brand, and products.
- Establish the right voice. Social mediausers tend to prefer a direct, genuine, and of course, a likable tone from your business, but think about your voice as you interact online. How do you want your business to appear to the social media community?
- Share. Share photos and behind the scenes info about your business. Even better, give a glimpse of developing projects and events. Users come to social sites to get and share the latest, so give it to them!
- Ask. Ask questions of your followers to glean valuable insights and show that you are listening.
- Respond to compliments and feedback in real time
- Reward. Tweet updates about special offers, discounts and time-sensitive deals.
- Champion your stakeholders. Retweet and reply publicly to great tweets posted by your followers and customers.
- Intro to 451 Marketing