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SOCIAL MEDIA for small business
| Date post: | 25-May-2015 |
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Business |
| Upload: | jasonpelletier |
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SOCIAL MEDIAfor small business
WHAT ARE WE DOING?
• What is social networking and social media?
• How is social media relevant?
• What could using social media look like for your business?
OUR PHILOSOPHY OF BUSINESS
• Business is based on mutually beneficial relationships.
• People buy a product/service. They get value. You get value.
• The sum of the experience is greater than its parts.
Relationships are business.
Relationships build business.
SOCIAL MEDIA DEFINED
A DEFINITION
“Social media [is] primarily Internet- and mobile-based tools for sharing and discussing information among human beings.”
"Social media." Wikipedia, The Free Encyclopedia. 28 Jan 2009, 12:33 UTC. 28 Jan 2009 <http://en.wikipedia.org/w/index.php?title=Social_media&oldid=266954169>.
SOCIAL VS OTHER MEDIA
• The big difference: infrastructure cost (and tools)
• Traditional/industrial media (newspapers, television, radio): require capital to create and publish content/information
• Social media: relatively inexpensive, wide-reaching, user-driven;taps into the social network to which you already belong
CHARACTERISTICS
• Reach: Anyone can reach an audience (from local to global).
• Accessibility: Anyone can afford to participate.
• Usability: It's easy.
• Recency: It's immediate.
(A FEW) EXAMPLES
• Blogging (TypePad, WordPress, Blogger)• Micro-blogging (Twitter)• Social networking (Facebook, MySpace, LinkedIn, Ning)• Email, chat, forums, boards• RSS, podcasts• Photo & video sharing (Flickr, YouTube)• Wiki (Wikipedia)• Geolocation (Dopplr)• Collaboration/sharing (Google Apps, SlideShare)
ONLINE RELATIONSHIPSbeyond dating
RELATIONSHIPS ONLINE
Why the web is different: There can be direct relationships that are not mediated by anyone else. (No editors.)
• People can connect with you in multiple ways (email/chat, blogs, website, friending/following).
• And it's a [more than] two-way street. People talk about you, not just to you.
YOUR RELATIONSHIPS
• Social media makes tangible your existing relationships.
• You need to determine:• your role• your groups and communities• your level of interaction• your expectations
Social networking is changing how individuals communicate.
Social media is changing how businesses do business.
WHO ARE YOU TALKING TO?
• Look at your groups:• customers (existing and potential)
• employees (existing and potential)
• community stakeholders• vendors, partners, competitors,
colleagues, friends and family• Where are the overlaps?• Social media is public• Groups determine relevance
and convention (folksonomy)
WHO IS TALKING FOR YOUR BUSINESS?
• Social media blurs the lines between the individual and the business. (“brandividualism”: company brand versus individual’s brand)
• Requirements:• Authentic voice• Ability to speak for the organization• Internal information• Internal influence
TALKING TO VS TALKING WITH
“Much as we may have assumed that web-based social networks were a way to talk ‘with’ masses of customers, it turns out they are instead a better way to talk ‘to’ those customers.” Andrea Learned
http://learnedonwomen.com/2008/11/talking-to-with-customers/
YOU + SOCIAL MEDIAare you a match?
MAKE CONVERSATION
• What do you have to say?You have a story—tell it. Be relevant and interesting.You have knowledge—share it. Give it away.
• What do you have to hear?Others have things to say—be an active listener. Respond to questions, ideas and concerns.
HOW MUCH TIME DO YOU HAVE TO SPARE?
• It takes time.• to read, write, and respond• to analyze, assess and measure• to build relationships, make
connections and follow paths
• 1-2 hours per day to start
• Demand can grow exponentially.
Be realistic!
SHOW ME THE MONEY
• How does your online engagement build relationships?
• How do those relationships transfer into sales, memberships, loyalty, strength?
• How much does engaging cost you?
• How much does it earn you?
Do the math.
HOW DO YOU DECIDE?
• Your time investment should be in proportion to:• your business type• your customer type
• Your investment needs to be ongoing and incremental.
• Questions for you:• Do you have the time?• Do you have the resources?• What will you give up to do this?• Can you give up control?
WHAT NOW?
RESOURCES• Here Comes Everybody:
The Power of Organizing Without Organizations, Clay Shirkyhttp://www.amazon.com/Here-Comes-Everybody-Organizing-Organizations/dp/1594201536
• “Social Media Is Not a Life Raft,” Chris Broganhttp://www.chrisbrogan.com/social-media-is-not-a-life-raft/
• “Making Sense of Social Media for Your Business,” VerticalResponsehttp://www.verticalresponse.com/tutorials/webinars/?target=/tutorials/videos/webinars/socialmedia/
• Tribes: We Need You to Lead Us, Seth Godinhttp://www.amazon.com/Tribes-We-Need-You-Lead/dp/1591842336/ref=sr_1_1?ie=UTF8&s=books&qid=1233172385&sr=1-1
• “Twitter To Go: How one local coffee shop used Twitter to double their clientele. What’s YOUR story?,” Blog of Mr. Tweethttp://blog.mrtweet.net/twitter-to-go-how-one-local-coffee-shop-used-twitter-to-double-his-clientele
QUESTIONS?
Jason Pelletier• Email/Chat/VoIP: [email protected]• Twitter : @jason_pelletier
Liz Schlegel• Email/Chat/VoIP: [email protected]• Twitter : @lizschlegel
http://www.slideshare.net/jason.pelletier/social-media-for-small-business-presentation
