Basics of Social Media for Business
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Basics of Social Media for Business, a continuing education class and the first step in the Social Media Certificate at Southeastern Community College's Center for Business.
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Basics of Social Media for Business
- 3. Social Media is a P2P system. You are no longer a faceless entity, but a human presence who interacts directly with your consumers. Person to Person
- 4. BEFORE MASS MEDIA WE WERE SOCIAL BUYERS Markets were highly personal and interactive. Feedback was instant. Success came from word of mouth of happy consumers. Connecting with others was an expected part of the process.
- 5. TRADITIONAL ADVERTISING The Newspaper Association of America reports that newspaper advertising revenue is down to 1950's levels. Nielsen reports that American's television viewing habits are on the decline for the first time in history. Fortune 500 companies are reporting a decline in visitors to their traditional websites. IS FLOUNDERING
- 6. #HELLO THEY'VE MIGRATED TO SOCIAL MEDIA
- 7. SOCIAL MEDIA REKINDLES OUR NEED TO CONNECT It takes us back to the Person to Person dynamic. Business to Business and Business to Consumer strategies won't work. Feedback is quick and usually unedited. Everyone's voice is equal on Social Media. Word of mouth will make or break your business. People are motivated to share to make a connection.
- 8. Social Media Our Marketplace Roots Takes Us Back To
- 9. QUESTIONS If my company provided a human face to our customers through our content, what would that look like? In what ways can we become more human and accessible to our customers? How does our company culture help or hurt that process? Who should be the face of our company? Are there many employees already representing our company today on the social web -- whether we know it or not? How can we get them to help us?
- 10. Loyalty is one of the most important items to cultivate as a brand. Small interactions on Social Media might not seem like much, but you are building a personal relationship with your customers. Small Interactions Hello! Heya!Hi!
- 11. Interaction Must Be MEANINGFULYour customers see you as a potential friend. Don't ruin that.
- 12. You Customer INTERACTION Talking at your customer isn't the same as talking to your customer. Customers come to view their favorite brands and companies as friends when loyalty is built. Negative interactions always stand out more than positive ones. Isn't One Sided
- 13. QUESTIONS If a series of consistent, small, meaningful provocations can lead to customer connection and perhaps even loyalty, what would that look like in my industry? What kind of provocations would engage our customers? What social media platforms could potentially deliver this "drip, drip, drip" of communications? How are our competitors approaching this? How can we do this better than them? Is this an opporunity to create a distinctive experience for our customers?
- 14. QUESTIONS Are customer service experiences with our company positive or negative "provocations?" Are we creating advocates for our brand or potential terrorist for our brand when we handle complaints? How is every potential customer touch point a provocation? How can we turn touch points into trust points that encourage deeper engagement with our company?
- 15. Getting out of the advertising mindset is the hardest part of Social Media. It's tempting to say "Oh! Another advertising platform!", but that's not how Social Media works. Mindeset BUY MY PRODUCT!
- 16. SOCIAL MEDIA IS A COMMITMENT It's a combination of elements that you have to have patience with and continue to nurture as it grows. Targeted Connections Meaningful Content Authentic Helpfullness = Business Benefits
- 17. TARGETED CONNECTIONS Content Strategy is just the beginning, you also need to consider a Network Strategy. The long term goal should be to build loyalty and engagement. You must have realistic expectations about your Social Media audience. Nothing happens over night.
- 18. MEANINGFUL CONTENT Content needs to have value. Content with value to your followers will lead to interaction. Small, daily interactions are key. Don't let your followers forget you exist!
- 19. AUTHENTIC HELPFULNESS Change your mindset from "selling" to "helping". Being helpful instead of pushing a sale will nurture that all important brand loyalty you are building. Free, no strings attached content may feel like a step in the wrong directly, but it's critical to your long term strategy.
- 21. FREE CONTENT WHY IT WORKS Giving away secrets, tips and tricks builds confidence in your brand and in you as an expert in your field. The appearance of transparency cultivates trust. Free content ignites interaction, and interaction is needed to strengthen your network. Human beings prefer to work with people who's knowledge they value and opinions they trust. Free content turns customer perception of you and your brand in that direction. Examples of Free Content Case Studies White Papers Ebooks Recipes Slide Presentations Videos Newsletters Stories Reviews Infographics Photos Podcasts Instructions
- 22. QUESTIONS What are the ways our business can systemically build our audience of relevant connections? Do we know where are our customers getting their information today? If we think beyond the company news releases, how can we create content that is really useful to our customers? What content do we already have at our company that can be re- purposed for social media sites like Facebook, YouTube and Twitter? How can we be even more helpful to our customers? Can we distinguish ourselves in this way by using social media to reach and help customers in new ways? What part of our corporate culture would enable this change in mindset? What is going to hold us back? What is my role in preparing us for success?
- 23. If someone goes to Google today to find out about your products and services, where are they ending up? A competitor site? A negative review on Yelp? A friend's blog entry about that time your store front flooded? Building an Information Eco-System will get the traffic to you instead of someone else. Information Eco-System
- 26. QUESTIONS What social media platforms should be in our "information eco- system?" Should we limit our efforts at first to concentrate on the social media platforms most likely to deliver results? Do we have the appropriate skills and resources to do them? What metrics would we use to determine if we are connecting to our customers in the right places? Do we expect the social media platforms in our information eco- system to change over time? How do we prepare for this? How do we know when to shift?
- 27. Content. Content. Content. Are you sick of that word yet? Content is so much more than words on a blog, a video on YouTube, or a new photo on Instagram. Let's take a deeper look at why content is so important. Content is King
- 28. THE POWER OF CONTENT How do you gain power on the internet? INFLUENCE
- 29. GOOD, BETTER, BEST TYPES OF CONTENT Content can come in many forms. Famous quotes, recipes, funny photos, links to other content, blog entries, etc. The more value to your consumer your content provides, the richer it is. Statistics, reviews, tutorials, or educational information related to a specific industry are all examples of rich content. Think about the substance of your content. What does it offer your audience? How can you expand on it?
- 30. Blogs Video Series Podcasts RICH CONTENT VEHICLES
- 31. QUESTIONS What are our existing sources of content that could be leveraged across the social web? How are our competitors using content on the Internet? Is this field getting saturated? What is our company's best source of rich content? A blog? A video? A podcast? Or something else? How would a content marketing strategy affect our current resources and how would we adjust?
- 32. REVIEW Social Media is build on a person to person model. Small interactions help you build loyalty Your mindset has to be geared toward helping instead of selling. Your information eco-system is going to pull in leads that you are currently losing to other sources. Content is the catalyst to your successful social media campaign, breeding influence through rich content.
- 33. THE FIVE MOST DIFFICULT QUESTIONS Next Week - Febuary 2, 2016 @ 6 PM
- 34. IN SECTION TWO WE WILL ANSWER What is the value of social media and how do we measure it? We're in a niche market. Do we really need to use social media? How much should we budget for this effort? How do we handle the negative remarks? We have limited resources. Where should we focus our efforts?