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An Introduction to Social Media for Business

This introduction to social media for business was given at the open house of Miami University's Armstrong Institute for Interactive Media Studies. Presented by Glenn Platt and Peg Faimon, AIMS Co-Directors. The presentation was a "teaser" for a two-day workshop on social media marketing and online community engagement.

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An Introduction to Social Media for Business

  1. 1. Social Media Marketing& Online Community EngagementPeg Faimon | Professor, Graphic Design Glenn Platt | Professor, MarketingCo-Directors | Armstrong Institute for Interactive Media Studies
  2. 2. Agenda•  What is social media?•  How is it different from traditional?•  Why should you care?•  Is it professional?•  What’s the best strategy?•  What are good case studies? •  Facebook •  Twitter •  LinkedIn •  Pinterest •  Blogs Social Media Marketing & Online Community Engagement
  3. 3. What is social media?
  4. 4. digital tools that facilitate conversationWhat is social media?
  5. 5. ALL kinds ofconversationWhat is social media?
  6. 6. How is it different from traditional?
  7. 7. How is it different from traditional?
  8. 8. How is it different from traditional?
  9. 9. How is it different from traditional?
  10. 10. Social mediais like anetworkingmixer at aconference.How is it different from traditional?
  11. 11. Why shouldYOU care?What is social media?
  12. 12. Scale & SizeWhat is social media?
  13. 13. Your competitorsare alreadythere. And if they’re not, awesome!Why should you care?
  14. 14. There is business to be done.Why should you care?
  15. 15. Is it professional?
  16. 16. Old Professional New Professional I am closed to the world. I am open and accessible. I can’t make mistakes in I am human and will make public. mistakes – then apologize. I don’t reveal my personal My interests and passions interests to the world. make me interesting. I am expected to have the I am searching for answers answers to questions. with my network. Power is taken and held. Power is shared and grown.Allison Fine, Harvard Business Review, May 9, 2012 Is it professional?
  17. 17. What’s the best strategy?
  18. 18. Lead generationReferring trafficBuilding customer valueCustomer serviceopportunities
  19. 19. Have conversations – not adsListen!Earned mediaBuilding relationshipsCollaborating & innovatingLeveraging | integrating social mediastrategies
  20. 20. Measure.Measure.Measure.What’s the best strategy?
  21. 21. The Big 5
  22. 22. Facebook
  23. 23. Questions to ask about your Facebook presence:•  What do your customers (fans) want to know about?•  What do they want to talk about?•  What do they care about?•  What do they have in common?•  How do you make their lives better?•  What would your customers want to share with others?•  What do you want to know about/from your customers?•  What can you offer to your customers to let them know " they are special? •  Is there a timeline/chronology angle to your story?Facebook
  24. 24. From Fans, friends, and followers by ExactTargetFacebook
  25. 25. Social media truisms:•  Having a Facebook page is not a social media strategy.•  Number of fans is not the metric you should care about.•  Consider timing, frequency and language.•  Connect all social media platforms.•  Think SoLoMo. (social, local, mobile)Facebook
  26. 26. Burger KingFlairSpartan ChassisFacebook
  27. 27. Twitter
  28. 28. Monitor.Share.Connect.Twitter
  29. 29. Twitter for business:•  Networking•  Research •  Marketing•  Personal branding•  Customer serviceFrom Jeff BullasTwitter
  30. 30. Rule of thumb:“Here’s what has my interest.”Twitter
  31. 31. Jet BlueAvayaTwitter
  32. 32. Pinterest
  33. 33.
  34. 34. LinkedIn
  35. 35. LinkedIn for business:•  Hiring•  Building and representing networks•  Polls | connections with customers•  LinkedIn groups•  Integrations (Slideshare, Cardmunch, " WhoWorks.At)LinkedIn
  36. 36. Blogs
  37. 37. Quora FourSquare Slideshare Google+ YouTube RSS Other social media
  38. 38. Executive education workshopsGraduate certificate in IMSClient projects For more information: aims.muohio.eduglenn.platt@muohio.edupeg.faimon@muohio.eduAIMS opportunities
  39. 39.   Photo credits