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.

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