SBDC Development Conference Social Media Session

transcript

SOCIAL MEDIASBDC Florida Network 2011 National Development Conference

Presented By: Amy Jantzer

IntroductionLet the fun begin!

Twitter Hashtag - #SBDCFL

What is Social Media?

Word of Mouth

+ Technology______________

Social Media

Common Myths Dispelled…MYTH 1: It’s popular here but not in the rest of

the world…it must just be a fad.

FACT: Out of Facebook’s over 500 million users, only 30% are in the United States. Facebook currently spans over 30 countries and has been translated in to more than 70 languages.

FACT: LinkedIn operates the world’s largest professional network on the Internet with more than 100 million members in over 200 countries and territories.

Map of Facebook Connections INTRO

Common Myths Dispelled…MYTH 2: Social Media is for Kids!

Average Ages…

Facebook38.4

Twitter39.1

LinkedIn44.3

Classmates.com44.9

Common Myths Dispelled…MYTH 3: This social media thing is new and will

probably fade away soon.

FACT: The more popular networks have been around since 2003

FACT: LinkedIn, Twitter, Facebook and YouTube have ALL experienced steady growth since their inception.

Some Interesting Numbers!LinkedIn…Started in 2003

LinkedIn operates the world’s largest professional network on the Internet with more than 100 million members in over 200 countries and territories.

As of January 2011, LinkedIn counts executives from all 2010 Fortune 500 companies as members; its hiring solutions were used by 73 of the Fortune 100 companies as of March 22, 2011

Some Interesting Numbers!Facebook…Started in 2004

Over 500 million active users on Facebook and over 50% of them log in on any given day.

The average active Facebook user has over 130 friends, so if your Fan Page has only 100 fans, you are only one degree away from 13,000 people on Facebook.

Some Interesting Numbers!Twitter…Started in 2006

There are currently over 175 million registered users who stream a total of over 95 million tweets a day.

There are over 600 search queries typed in to Twitter’s search engine daily.

Past – Present – FuturePast 1.0 - “Anyone can TRANSACT”

Fairly static web – One Way Communication Amazon.com book reviews eBay.com

Present 2.0 - “Anyone can PARTICIPATE” More dynamic – Two Way Communication Facebook and Twitter

Future 3.0 – “Anyone can INOVATE” Hyper Local and mobile technology Augmented Reality

Social Media Goals

How do you measure success?

PrepareTarget Audience

Measureable Metrics

Reasonable Expectations

Tools to Measure

Timeline

Plan and StrategizeWhat networks will be involved?

What team members will be involved?

What resources will be used?

Execute & MonitorWho’s doing what?

How often are numbers pulled?

How often are reports generated?

Set the Budget $$$Resources

Incentives

Vendors/Partners

Assess & AdjustMeet regularly

If it’s not working…CHANGE IT!

Social Media Options

Which networks should you choose?

ProfilesFacebook Profile vs. Facebook Pages

Twitter

YouTube

Blogging

Email Newsletter

Geo-Location Services

OPTIONS

Features OPTIONS

Social Media Markets

Who is your social media audience?

Business to Consumer Sloppy Joe’s Restaurant

3 locations in FL, beach-side family restaurant Facebook, Twitter, Newsletter and Geo-Locations

Orlando Foot and Ankle Clinic 14 locations and 15 doctors in Central FL Facebook, Blog, Newsletter and Geo-Locations

Felix Katnip Tree Company eCommerce Retail products, cat scratching posts Facebook, Twitter, Blog and Newsletter

Orlando Broadway Agency promoting Broadway shows and ticket sales Facebook, Twitter, Blog, YouTube and Newsletter

MARKETS

Business to BusinessHampton & Hampton

Property management company marketing to Realtors, Real Estate offices and Investors

Facebook, Twitter, LinkedIn, YouTube, Blog and Newsletter

American Facility Services Commercial cleaning and janitorial service marketing to

commercial property managers and commercial building owners Facebook, Twitter and Newsletter

Blezoo Promotional Products Marketing to marketing managers and business owners to

promote marketing services and promotional products Facebook, Twitter, YouTube, Blog, Newsletter and LinkedIn

MARKETS

Social Media Uses

How can social media help a business?

Business DevelopmentHelps with positioning the company as a “go

to” expert

Increases traffic to website by posting links

Creates Brand Awareness and gives company a larger “footprint” online…more than just a website.

Increase the company’s online “reach” through social sharing and broadcasting

Even if people aren’t searching for the company, they company can be searching for people!

Human ResourcesSearch specifically for candidates

Research and background check applicants

Free and paid job postings

Local Mobile App Development Company

Looking for iOS Developer

Human Resources USES

Sloppy Joes Staffing Blast for New Daytona Location

2 months = Over 1500 Applications = 750 Interviews = 115 new staff

Community InvolvementAffiliations

Strategic Partners

Public Service

Events

Marketing & BrandingMarketing

Advertisements Contests Product Launches Grand Openings

Branding Consistency with logos, colors and information Authentic “voice” Mission, Vision and Perspective

Social Media Execution

How does it all happen?

Before Getting StartedPolicy and Guidelines

What is Encouraged? What is Discouraged? Who is involved? Who is in charge? How are new updates and guidelines communicated?

176 Examples on Social Media Governance http://socialmediagovernance.com/policies.php

EXECUTION

Setting Up ProfilesConsistency with the basics

Name, links and URLs Profile Picture - Logos, Graphics and Colors Bio, Keywords and Master Site Contact Info Password Spreadsheet

Network, Link, Login Name, Password and Notes

EXECUTION

Setting Up ProfilesConsistency Orlando Foot and Ankle Clinic

EXECUTION

Integrating Social Media into Other MarketingGather up and clean up URLs (Links)

Example: Twitter – http://twitter.com/weedott Facebook – http://facebook.com/weedott YouTube – http://www.youtube.com/user/weedottvideos

Print Business Cards, Flyers, Menus, Posters Letterhead

Signage Billboard, Windows, Displays and Table Tops

Digital Website, Email Signature, Email Newsletter and other Social

EXECUTION

Content, Content, ContentUse what’s already been created – no need to

reinvent the wheel Traditional Marketing Signage Digital Marketing

Examples….

EXECUTION

Old Town in Kissimmee – Pulling content off their website

Content, Content, Content

EXECUTION

Content, Content, ContentBlezoo pulling info from their catalog into their blog

EXECUTION

Content, Content, ContentFelix Katnip Tree Company using Affiliate content for posts

EXECUTION

Tools & Resources HootSuite

Facebook Profiles Facebook Pages Twitter LinkedIn MySpace Foursquare Wordpress Track Keywords Schedule Updates Collaborate with Team Monitor Clicks on links

EXECUTION

Tools & ResourcesFacebook Insights and Analytics

Monitor # of Likes Track Impressions Evaluate Interactions

EXECUTION

Tools & ResourcesGoogle Analytics

Monitor Traffic to Website Monitor Campaign Links Reporting on webpage

activity

Google Alerts

Google Link Shortner http://goo.gl

EXECUTION

In ConclusionYou made it…it’s almost over!

Recap…Goals & Options

Different Markets & Different Ways to Use Social Media

Executing Social Media Plan

CONCLUSION

Remember… Social media reaches networks beyond your connections

What you do OFFLINE greatly affects your reputation ONLINE

Social media cannot stand alone

Social media cannot fix a broken business

Social media demands that you are Authentic and Transparent

Resources…Social Media Tips - Text your email address to

407-374-9701Connect with us

Facebook – http://facebook.com/weedott

Twitter – http://twitter.com/weedott

LinkedIn – http://linkedin.com/company/weedott

Website – http://weeodtt.com

SBDC Resource Page - http://www.weedott.com/sbdc2011

CONCLUSION