Post on 13-Jan-2015
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Why & How Your Clients Why & How Your Clients Should Use Social Media Should Use Social Media
(or Not)(or Not)
Christine Halvorson
Halvorson New Media, LLC
HalvorsonNewMedia.com
AgendaAgenda
Chapter 1: The Case for Using Social Media in Business
Chapter 2: Facebook—advanced tactics
Chapter 3: Twitter– best usesChapter 4: Blogging – an overviewChapter 5: YouTube – some tipsChapter 6: The secret to success
NotNot talking about…talking about…
Personal privacy issues Internal social media
policies—can send handout
As a business, you do NOT want As a business, you do NOT want to be private!to be private!
“We are defining a new era in how we communicate
with each other, characterized by
interaction, authenticity, transparency”
Agree or Disagree?Agree or Disagree?
The story about where I bought The story about where I bought my dance shoesmy dance shoes
Every major web page seeing fewer page views
(Shel Holtz)“…the default is social.”
Mobile & Sharing
Mobile!Mobile!
Survey says…Survey says…
Let’s look at your responses
Your personal use—84% FBYour personal use—84% FB
We know that 71 % of internet users are on FBWe know that 71 % of internet users are on FB
Business useBusiness use73% FB 63% Twitter73% FB 63% Twitter
Purposes—100% say Purposes—100% say “awareness”“awareness”
Who said this:Who said this: Attracting high-level job candidates and Attracting high-level job candidates and executive search clientsexecutive search clients
Difficulties you’re havingDifficulties you’re having
#1--Engaging content (“I'm having a hard time thinking up brilliant things to post”)
Time-consumingAnalytics—getting & understandingTime to evaluate all the technical
optionsGetting buy-in
Giveaways legal?Giveaways legal?
http://www.facebook.com/help/?search=contests#!/promotions_guidelines.php
Definitive answer:
I think so.
You must use a FB platform
Remaining questionsRemaining questions
Facebook placesLet me add: FourSquare, Gowalla
Time at end to discussWho’s doing these?
Remaining questionsRemaining questions
Twitter strategy that is not time consuming
Is Twitter declining?Facebook/Twitter—appropriate for
business?Measure effectiveness and ROI?
Reputation ManagementReputation ManagementLot’s of blank stares on this oneLot’s of blank stares on this one
Google AlertHootsuiteBitlyTrackurBacktypeSocial mentionFacebook Insights
Some of Some of these these have have
added added value!value!
Who’s responsibilityWho’s responsibility
#1—MarketingSalesWeb managerAdmin/researcherSole proprietorship—this is the
model to follow
Chapter 1: Chapter 1: The case for using social The case for using social
media in businessmedia in business
What is social media?What is social media?
Online tools and sites to share content & have conversations.
Characterized by:• Connectedness• Openness• Conversation• Community
Web 2.0 Pays off for Web 2.0 Pays off for BusinessesBusinesses
3250 executives: Two-thirds use Web 2.0 tools in their organizations
Increased marketing effectivenes
s
Reduced marketing
costs
Increased customer
satisfaction
0
10
20
30
40
50
60
70
How much will it cost?How much will it cost?
332,240
525,640
0
100,000
200,000
300,000
400,000
500,000
600,000
2009 2010
Growth inFacebookUsers inNH
Phenomenal growthPhenomenal growth
Source: http://www.insidefacebook.com/category/metrics/
72 % 72 % growth growth in VTin VT
Is the older generation here?Is the older generation here?
•100 percent 100 percent growth 2009- growth 2009- 20102010• 26% use social 26% use social networksnetworks• Facebook is the Facebook is the #3 site visited#3 site visited
Sources: Per Research Center’s Internet and American Life Project; Nielsen Company
National Wildlife FederationNational Wildlife Federation
“Now we’re meeting our current audience
and reaching new ones still.”
Read blogs
Joined Social
Networks
Uploaded photos
Uploaded videos
0
10
20
30
40
50
60
Social mediaactivities ofonline adults
Per
cen
tage
of
onli
ne
adu
lts
Social media use among online Social media use among online adultsadults
Source: Universal McCain Comparative Study of Social Trends –March 2008
Why social media worksWhy social media works
We like what our friends likeWe like what our friends like
• Who is your audience?Who is your audience?• What are yourWhat are your messages?messages?• What are your What are your communications goals?communications goals?
Before you begin, think Before you begin, think strategicallystrategically
RESOURCE: http://nhsbdc.org/sites/default/files/Marketing%20Plan.pdf
Anybody here not have a Anybody here not have a marketing plan?marketing plan?
#1 rule in corporate #1 rule in corporate communicationscommunications
Chapter 2: FacebookChapter 2: Facebook
•500 million users worldwide 500 million users worldwide •Average user connects to 80 Average user connects to 80 community pages, groups & community pages, groups & events events •More than 30 billion pieces of More than 30 billion pieces of content shared each monthcontent shared each month
The state of FacebookThe state of Facebook
Source: Facebook
550 million550 million
Just for the college crowd?Just for the college crowd?
Not any moreNot any more
Average age of Facebook user Dec. 2010?
38
Source: http://www.nickburcher.com/2009/07/usa-facebook-usage-statistics-by-state.html
Why use Facebook?Why use Facebook?
Your business
here
}Newsfeed
Friend
Friend
Business
Drive-by visibilityDrive-by visibility
• 1/3 of young women check Facebook as soon as they wake • 57 percent said they talk to people via Facebook more than face-to-face
Digital “natives” are fully Digital “natives” are fully immersedimmersed
Sources: http://mashable.com/2010/, 07/07/oxygen-facebook-study/ Oxygen Media and Lightspeed Research
What’s the ROI on this? What’s the ROI on this?
Northway Bank—Berlin, NHNorthway Bank—Berlin, NH
1)Ask your friends to like you
2)Ask your friends to recommend you to their friends
3)Post good content and post regularly
Tactics for gaining FansTactics for gaining Fans
Use “Find Friends”Use “Find Friends”Upload databasesUpload databases
The birth of a FB PageThe birth of a FB PageSuccess despite ourselvesSuccess despite ourselves
Dec. 28Dec. 28 Jan. 13Jan. 13
Grow fans through quality Grow fans through quality contentcontent
Interactive Quality –what readers want which
is photos, video, promotionsAdvanced tricks
Quality content: Quality content: Photo AlbumsPhoto Albums
Interactive with viral Interactive with viral potential: potential: EventsEvents
EventsEvents
Interactive: Contests, Interactive: Contests, user-generated contentuser-generated content
Viral potential: Promotions, Viral potential: Promotions, couponscoupons
Quality content—Timely!Quality content—Timely!
•Ask them to “Like”Ask them to “Like”•Encourage them to ask Encourage them to ask others others •Give them valuableGive them valuable contentcontent
•Repeat all of the aboveRepeat all of the above
Fans require care & attentionFans require care & attention
Get some customization in thereGet some customization in there
Facebook AdsFacebook Ads
Easy as uploading imageHighly targetedBudget-wiseAnalytics included
Highly targetedHighly targeted
Nine catagorieso Locationo Ageo Gendero Keywordso Education
oWorkplaceoRelationship StatusoRelationship InterestsoLanguages
4,000 people = $674,000 people = $67
132 clicks = $69132 clicks = $69
CPC or CPM?CPC or CPM?
Promote your postPromote your post
Promoting your Facebook Promoting your Facebook presencepresence
The Like BadgeThe Like Badge[We added the ‘Like’ button]…purely
driven by the fact that “wow, everyone who comes to our site shares through Facebook,” and that’s kind of important and we need to make it more accessible.—National Wildlife Federation
Chapter 3- TwitterChapter 3- Twitter
Why use Twitter for business?Why use Twitter for business?
• Efficient way to keep tabs on a lot of businesses
• Easy to broadcast to highly targeted group
• Push readers to longer content
• Serve customers
• Find and nurture your niches
Get followers by following Get followers by following othersothers
Who to follow?Who to follow?
More about followers: PSNHMore about followers: PSNH
Find people near youFind people near you
1) search.twitter.com for your location
2) At Twellow.com, use “Twellowhood” & search by town
3) Once you find some to follow, see who follows them
Chris’s rule: Follow 1 new ea dayChris’s rule: Follow 1 new ea day
629 April 2010
788October 2010
809December 2010
•Follow others Follow others
•Use key wordsUse key words
•Tweet oftenTweet often
To gain followersTo gain followers
114 March 2009
406 July 2009
BasicBasic Twitter Use Twitter Use
TwitpicEvents using hashtags Comment on others’ contentReTweetUse Alltop—then share it (more
later)Focus group—ask for help &
opinion
Be helpfulBe real—1 in 10follow FridayAnnounce stuffPromote youShare a videoSay what book you’re readingUse Groupon, Foursquare
BasicBasic Twitter Use Twitter Use
Effective uses of Twitter:Effective uses of Twitter:Reader gets a dealReader gets a deal
Effective uses of Twitter:Effective uses of Twitter:* Breaking news * Breaking news
* Lead to blog* Lead to blog
Effective uses of TwitterEffective uses of TwitterRecruitRecruit
Effective uses of Twitter: Effective uses of Twitter: Spread the LoveSpread the Love
Effective uses of TwitterEffective uses of TwitterFast-breaking newsFast-breaking news
Using search.Twitter.comUsing search.Twitter.com
Hashtag chatsHashtag chats
Chapter 4: Chapter 4: BloggingBlogging
Blogging PlatformsBlogging Platforms
Choosing a blog platformChoosing a blog platform
Ease of useTechnical supportCostCustomizableYour unique needs
A blog is a website or micro-siteA blog is a website or micro-site
Graphic of a blog Graphic of a blog poll herepoll here
Robust functionalityRobust functionality
Blog example: Home DepotBlog example: Home Depot
Facebook & Twitter canFacebook & Twitter canlead readers to blogslead readers to blogs
Twitter helps publicize blog postsTwitter helps publicize blog posts
Reasons to blogReasons to blog
Your Company
Here
Your Company
Here
You own the media
You’re in controlYou’re in control
Videos, photo albumsVideos, photo albums
Who’s this? Who’s this?
Sharing, commenting, likingSharing, commenting, liking
Readers expect videoReaders expect video
•EducateEducate•Answer common questionsAnswer common questions•Interview expertsInterview experts•Record an event Record an event •Review case studiesReview case studies •Debunk a mythDebunk a myth •Tell a storyTell a story
What could you video?What could you video?
Steps to creating online videoSteps to creating online video
1. Digital camera or video camera
2. Open a business account at YouTube
3. Create a business channel
4. Shoot video
5. Upload to YouTube
6. Share the link via email & all social networks
Facebook’s YouTube applicationFacebook’s YouTube application
•Key words in titleKey words in title
•Less than 3 minutesLess than 3 minutes
•Logo throughoutLogo throughout
•Use the YouTube application Use the YouTube application in Facebook; in Facebook;
•Link to it in TwitterLink to it in Twitter
•AskAsk people to sharepeople to share
Getting your video noticedGetting your video noticed
Sharing your videoSharing your video
Chapter 7: Chapter 7: Getting startedGetting started
Take baby stepsTake baby steps
Develop a plan…Develop a plan…
Sketch an editorial calendarSketch an editorial calendar
Manage your time & teamManage your time & team
Appoint a Page Appoint a Page AdministratorAdministrator
Think of sharing the loadThink of sharing the load
Empower and train people by project or by campaign, or whatever
Use efficiency toolsUse efficiency tools
Hootsuite.com Tweetdeck.com Socialoomph.com Nutshellmail.com
Decide measures of successDecide measures of success•Evaluate what works
& build further
•Sweat—it’s your only equity
•Embrace change—it’s the norm
•Experiment: You can’t predict
audience reaction,
Some tools—free and feeSome tools—free and fee• HootSuite• Postrank.com• Smallact’s Thrive• RSS feeds• SocialMention• IceRocket• BlogPulse
Make a quarterly report--tedious
AA
I [heart] Facebook InsightsI [heart] Facebook Insights
Tell everybodyTell everybody
Constantly monitor Constantly monitor re-evaluatere-evaluate
This media is This media is “improvisational”“improvisational”
Repeat and repeatRepeat and repeat
The secret to The secret to social media success?social media success?
Don’t always blow your own Don’t always blow your own hornhorn
Before you post anything…Before you post anything…
Ask yourself, will it…
• Educate?• Entertain?• Engage? • Enrich?
In short—be interesting or In short—be interesting or helpfulhelpful
Know thy readerKnow thy reader
Social media communication
should be a thread running
through all of your
promotional activities—a
P.R. guru said
Become a weaverBecome a weaver
Next: CRANK IT UPNext: CRANK IT UPTrade shows? Events? Trade shows? Events?
conferencesconferencesMix up your genresSuccess at real eventsEngage bloggersExhibitorsFacebook & Twitter users create buzz
around your next eventCombine the old and new in creative
ways
Learn from major brandsLearn from major brands
Social Media ResourcesSocial Media Resources
Social media tools help pages
• Twitter glossary
• Facebook help
Websites• Mashable• Ragan
Communications• AllTop
Articles• Fishing Where The Fish
Are: Mapping Social Media to the Buying Cycle.
• Social Media & Technology Use Among Adults 50+
Organizations• Social Media Business
Council
• Social Media Club NH
• Social Media Breakfast NH
http://www.pewinternet.org
Finding trend dataFinding trend data
About Halvorson New MediaAbout Halvorson New Media
Christine Halvorson founded Halvorson New Media in
2006 after serving as the first Chief Blogger at Stonyfield Farm, based in Londonderry, New Hampshire. She now consults with businesses and nonprofits of all types on how to use social media strategically. She is also hired by businesses as a writer to create social media content.
She currently writes and manages the blog for the New Hampshire Small Business Development Center, as well as continuing to serve Stonyfield Farm, Louis Karno & Company Communications, and the Bond Wellness Center of Monadnock Community Hospital. She is a frequent guest speaker and trainer on social media topics.
HalvorsonNewMedia.comHalvorsonNewMedia.com