Social Media 101 and Deep Dive for Small Businesses (Kentucky SBDC)

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Social Media 101

SOCIAL MEDIA STRATEGY FOR

GROWING BUSINESSES

@[email protected]

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SOCIAL MEDIA IS NO REPLACEMENT FOR

GOOD BUSINESS PRACTICES

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WHY IS SOCIAL MEDIA SO

IMPORTANT?

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PEOPLE LIKE TO CONNECT TO OTHER

PEOPLE

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Listen To CustomersCommunicate With CustomersEngage Customers

THREE CORE TENETS

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Your competitorsYour market

(laws, news, trends)

Your customers, press, market speaking about your product

LISTEN

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Daily dealsNewsProduct

informationTidbitsProduct, service,

market insight

COMMUNICATE

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ContestsSurveysCustomer to

customer support

Discussion

ENGAGE

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“OLD” COMMUNICATION

TOOLS

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Talk To The Customer

Web SitesBlogs Email Marketing

ONE WAY COMMUNICATION TO CUSTOMERS

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SOCIAL MEDIA IS A MULTI-PARTY CONVERSATIONS

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CONTENT IS KING

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CONTENT IS DIGITAL FOOD

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WHAT CONTENT DO YOUR CUSTOMERS

WANT?

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WHY IS CONTENT KING

People Want To Be Entertained

People Want to Learn

People Have Specific Needs

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CONTENT IS KING - ENTERTAIN

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CONTENT IS KING - LEARN

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CONTENT IS KING – PRODUCT INFORMATION

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WHY CONTENT SHOULD BE YOUR KING

Makes You An Authority

Helps You Develop A Following (pre-sale)

Develops Loyal Customers (post-sale)

Search Engines Feed On Relevant Content

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CONTENT BUILDS KNOW + LIKE +

TRUST

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WHAT CONTENT?

Request for IdeasJob VacanciesNewsCustomer StoriesThoughtsTips

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VideoPodcastsBlogsInfographicWhite papereBook

WHAT TYPE OF CONTENT

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7 POWERFUL SOCIAL MEDIA CONCEPTS

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ConversationGiving (not selfish)MeasureHave great contentAwesome headlinesListenRespond

thoughtfully (not long, necessarily)

7 POWERFUL SOCIAL MEDIA CONCEPTS

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Be yourself (authentic)

Don’t sellIncentivesReasonable

frequencyThink then

click/write

5 MORE THINGS TO KEEP IN MIND

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Don’t SELL to Your Customers

Enter Their Discussions

Foster DiscussionsEncourage Customer

to Customer Discussion

Learn from Customers – Ask Questions

CONVERSATION

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SUCCESSFUL SOCIAL MEDIA ATTITUDE =

GIVING

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GIVE, GIVE, GIVE, TAKE

Be informativeBe indispensableBe helpfulBe funBe sharing

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MEASURE

Know What Social Media Networks Work Best

Know What Content Is Most Desired

Know What Conversations Are Hottest

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GREAT CONTENT

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ShortSweetTo The PointDescriptiveSearch Engine

Friendly

GREAT - HEADLINES

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LISTEN

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RESPOND

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Word Of Mouth On Steroids

Everyone Is A Publisher

Don’t Vomit On Your Customers

It’s Not Just Another Marketing Channel

ALWAYS REMEMBER….

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12 STARTING THOUGHTS

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What are your goals Is social media the best option? Should you do it?Do you know your customersWho will lead / coordinateWhich social media network will you focus onThink about your personaCreate your profileCreate listening stations Creating content feeding stations (you need to be fed to

feed)Think about what you will postDiscipline yourself to post regularlyConsider creating an editorial calendar

12 STARTING THOUGHTS

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OVERVIEW OF TWITTER, FACEBOOK

AND LINKEDIN

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TWITTER 101

Create your profile (good photo)

Create Searches On Keywords

Follow peopleCreate ListsJoin the

conversation

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TWITTER PROFILES

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RAMON’S TWITTER PROFILE

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@SHASHIB TWITTER PROFILE

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TWITTER USES

Short PostsLinks To Other

Sources“Status Updates”

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Create Your Own Personal Page

Create Your Company’s Page

Nurture A Community Of Customers

Encourage THEM To Share And Post

Share Content (in Context)

Content About Your Biz, Your Customers, etc

FACEBOOK 101

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CANDLES OFF MAIN

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BLACKBERRY ON FACEBOOK

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Click icon to add picture

VideosPhotosConversations and DiscussionCommunity

FACEBOOK USES

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LINKEDIN 101

Find Out More About Clients, Companies and Competitors

Get Access To Connections In Your Networks’ Network

Complete Your Profile

Join, Start and Participate in Groups

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• Twitter - Sharing & Personal Brand Building

• Facebook - Building Community and Communication

• LinkedIn – One to One Connecting, Corporate Groups

SOCIAL MEDIA NETWORK DIFFERENCES

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SOCIAL MEDIA TOOLS

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TweetDeck, Hootsuite

NutShell MailRSS ReaderKloutBrightcove, Blip.tv,

Ustream, Tube Mogule, Viddler,

Bit.ly

TOOLS

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TWEETDECK

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GOOGLE.COM/READER

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KLOUT (INFLUENCE)

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THE POWER OF VIDEO

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POWER OF VIDEO

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PLEASE READ THE NEXT SLIDE OUT

LOUD

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“RAMON, I DON’T HAVE TIME TO DO

ALL OF THIS!”

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Start slow. A little at a time.

Hire an “intern” to help – but BE CAREFUL

Hire an expert to help – but are you rea$y

Make the time

NO TIME

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Don't be a fra id to step outside of your comfort zone and wr ite about what you know.

You have information people want. Share i t . Don' t be st ingy. Don' t se l l .

TY KIISEL, AT TASK BLOGGER

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Be patient as you find your voice. There's an old Russian saying that says, "The first pancake always fails." It will take you a while to find your voice and you will make your biggest mistakes when your audience is the smallest. It took me about two or three months of writing 5x a week before I felt like I was comfortable with it. For some it might take more—for others, less.


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Read . Writers read. Read about what interests you. Read about your industry. The more you read the more comfortable you wil l become with your writ ing.

Unless you have tried it and absolutely can't do it, write it yourself . A hired gun wil l never be you. There is no shortcut to being a thought leader. You have to spend the t ime on the battlefield as Teddy Roosevelt said.


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If you can't or won't write it yourself, appoint someone in your organization to write and be will ing to promote their personal brand. Individual voices resonate with the audience, not corporate voices. I write as Ty Kiisel, not AtTask. I wouldn't have been as successful if it had been the other way around.

Good content will make you a thought leader . Sales content will get you ignored.


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Be yourself . Don't pretend to be something you're not. I ride motorcycles, drive a Jeep, fly-fish and go camping. I relate those themes to project management to keep it interesting for me. If I 'm interested in what I'm writing about, there will be people in the audience who are too. Besides, who doesn't like Harleys?

Be consistent . Every day or every week or once a month isn't as important as being consistent and predictable. Set goals and follow them. Don't make excuses not to write. There are too many excuses to number.


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Read what others in your space are writing about and comment on it.

Link to your sources.


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Be generous in your praise of those you admire and source. Participate in the community.

Listen before you speak. Follow what else is being said and find the niche that your information wil l fil l .


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We’re almost done

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Create a blogDrive traffic to your

web site or blogHave an email

newsletterOwning contact info is

important

I ALMOST FORGOT…

DON’T FORGET

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ListenConverse &

EngageMeasureUse ToolsThink / CreativityBe YourselfTell A Story

IN SUMMARY

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THANK YOU FOR YOUR TIME!

@ramonraywww.Smallbiztechnology.com

This presentation at www.smallbiztechnology.com/kentucky

Date post:	21-Oct-2014
Category:	Technology
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Social Media 101 and Deep Dive for Small Businesses (Kentucky SBDC)

Technology