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Leveraging Social Media

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Darrah Courter owner of Rippling Effect will present "Leveraging Social Media". Darrah professionally trains and manages campaigns utilizing social media tactics and strategies. She has shared her expertise with various organizations like: American Marketing Association, National Association of Remodeling Industries and Small Business Development Center. Presentation January 19, 2011

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Leveraging Social Media

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Social Media in CPA InsiderRecent Articles :Seven Essential LinkedIn ConnectionsDo you have them on your list?December 6, 2010 by Barry MacQuarrie, CPAFacebook Strategies for CPAsHow social media marketing strategies can level the playing field for small firms and career-minded professionals. But will it work for you? December 6, 2010 by Rick Telberg

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What is Social MediaWikipedia says:“ Media for social interaction using highly accessible and scalable publishing techniques. Web-based technologies to transfer and broadcast media monologues into social media dialogues.”

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ExamplesFacebookTwitterLinkedInPlaxoYouTubeMySpaceMerchant CircleWeb blogsWikiForumPodcastsSocial bookmarking

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Definition of Industrial MediaIndustrial media – traditional sources in which people gain information, news, etc. by electronic media and print Examples: Newspapers, Television, Radio, Magazines, Websites, Direct Mail, Postcards, Couponing, Postal Mail/Cards, Telephone

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Social vs. Industrial MediaReach – Social is easily global and individual

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Industrial is specificAccessibility – Social is available to anyone with a computer and internet access

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Industrial is recipient-specificSocial vs. Industrial MediaUsability – Industrial requires specialized skills

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Social requires typing and basic computer skillsRecency – Industrial has time lag

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Social Media instantaneousPermanency – Social Media is easy to edit

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Industrial: once it’s published, it’s permanentDual InteractionConsumerConsumerIndustrial MarketingSocial MediaYour CompanyPrintWebsiteCreates:Loyalty, Education, Retention, Feedback, Branding, Viral, Credibility, ConversationCreates:Education, Branding

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GoalsEach Platform helps with different goalsUser Goals could include:Share Information/KnowledgeEngage with othersCreate friendshipsHelp others get to know you personallyStrengthen a company's customer relationsStrengthen a company’s Brand nameObtain market research/obtain feedbackObtain demographic information about your clientsHelp you gain market share over your competition

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Impact of Social MediaSocial media is not a strategy or tactic, it’s merely a different channel for communicationHow you USE it is your strategyThe Power to define and control a brand is shifting from corporations and institutions to individuals and communities

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Advantages of Social MediaAccessible to everyone – Ashton Kutcher vs. CNN – Race to 1 Million“I find it astonishing that one person can actually have as big of a voice online as what an entire media company can on Twitter." Ashton Kutcher, April 17, 2009

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Advantage of Social MediaInexpensive

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Industrial media typically requires significant resources to publish and disseminate informationBenefits of Social MediaNo monopoly on thoughtReach customers traditional marketing missesBuild brand loyalty, demonstrate personality, interactionsFeedback from customers/market researchDemographic informationCost effective

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Downside to Social MediaJust because it’s written doesn’t mean it’s trueTime consumingDemand on talent – hard to be exciting and interestingLose control of your marketing and messageROI is delayed and hard to measure

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Social media is not newJust a new way to have a conversationDefinition of communicationInformation has grownEveryone has their own circle of trust – social media helps break into that circle

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The 4 Cs of Social MediaContentthat leads to Conversationthat createsCommunity that builds Commercethat is measurable, trackableand REAL

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Contentthat Leads to ConversationSocial Media Content Mission: Engagement Elements of Great Social Media ContentMixture of information and regular fresh contentMulti-media (video, text, photos, polls)Keyword richEncourages ACTION

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Conversation Creates CommunityThe Big 4 Networks are no longer ABC, CBS, NBC and Fox. They are:LinkedIn – 90 million users (Jan 1, 2011)Facebook – 500 million users (July 2010)Twitter* – 190 million users (Oct 2010)YouTube – 6 Billion videos, 100,000 million views per day *fastest growing

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ConversationCreates CommunityThe point of Social Media is to Educate, Enhance, and EngageYou have to learn about your audience, give them what they need or want, and respond to them.Industrial Media: Company talking to Customer. Social Media: The Customer now Talks BackAND Customers talk to each other.

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How to Turn Community into CommerceMake Offers that fit the needs of your audience – Create CampaignsCapture InformationFollow Up Provide excellent Customer ServiceFull circle – Direct users back to Your Content

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How To Get StartedStep One:Determine Your GoalsDetermine Your Target MarketDetermine why Should YOU Participate?

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State AgenciesSome reason State Agencies have used Social Media Include:Keep public informed Real-TimeShow TransparencyBuild relationship with vendors and public

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How to Get StartedStep Two:Determine Your Individual Resources (video camera, knowledge, skills, interests)What can you contribute to your Community?

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How to Get StartedStep Three:Determine Your Time Commitment (know frequency – i.e. twitter more than blog)Different communities expect different levels of interactionHow much time can you devote?

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Track & MeasureGoogle Analytics will tell you if visitors click through your social media links to your website or blogFacebook Insights track the interactions you have with the people who “Like” your pageApplications to track Twitter results abound – look at Twitter Analyzer, Hootsuite, Twitter GraderTrack Patterns

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Action Items Do a Web search for your Company to see what sites appearDo a web search for keywords to see where your company ranks (to find these keyword you can go to Google adwords)Find your highest competitor and do the same searches to find out what they are doing

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Simple Additions for Brick & Mortar CompaniesGoogle Maps ~ Go to Google PlacesYahoo Maps ~ Go to Yahoo LocalMerchant Circle

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Helps Google Ranking

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Helps Search Results on Yahoo!

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Competitive & Personal Research and MonitoringIndustry blogsGoogle Alerts (http://www.google.com/alerts)Social Mention (www.socialmention.com)

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Top 3 SitesLinkedIn – Who you knowFacebook – Who you know and what to know betterTwitter – Who you don’t know, but want to know

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Why LinkedIn?LinkedIn is Where the Professional Influences ARE!Some of the Statistical HighlightsAverage Age: 41

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Household Income: $109,703

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Male: 64%

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College Grad/Post Grad: 80.1%

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Business Decision Maker: 49%

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24% Have a Portfolio Value of $250k+07. Apr, 2009 http://www.linkedstrategies.com/blog/tag/linkedin-statisticsLatest LinkedIn FactsLinkedIn has over 90 million members in over 200 countries.A new member joins LinkedIn approximately every second, and about half of our members are outside the U.S. Executives from all Fortune 500 companies are LinkedIn members.http://press.linkedin.com/about Jan 2011

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Why Facebook? More than 500 million active users · 50% of active users log on to Facebook in any given day · More than 35 million users update their status each day · More than 60 million status updates posted each day · More than 3 billion photos uploaded to the site each month · More than 5 billion pieces of content (web links, news stories, blog posts, notes, photo albums, etc.) shared each week · More than 3.5 million events created each month · More than 1.5 Million local businesses have active Pages on Facebook· Pages have created more than 5.3 billion fansAverage user:· Average user has 130 friends on the site · Average user spends more than 55 minutes per day on Facebook· Average user writes 25 comments on Facebook content each month · Average user becomes a fan of 4 Pages each month · Average user is invited to 3 events per month · Average user is a member of 13 groupshttp://www.facebook.com/press/info.php?statistics July 2010

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Why Twitter?Fastest Growing Member Community Destinations in February 2009

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Grew 1382% from Feb 08 to 09.

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Twitter Most Popular Among Working Adults

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February 2009 the largest age group on Twitter was 35-49

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Twitter On The Move

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Takes advantage of the Text Message mentalityNielsenwire March 18, 2009

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Advanced Use of LinkedInOverview of ProfileHow to ProspectSet up a Follow-up System

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LinkedIn Profile

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Making YOUR Profile AttractiveHave a professional pictureLOGO

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Contact ViewYou can send them messages through LinkedInShows that they are a 1st Degree Connection to youHow many Connections they have on LinkedIn

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Your Contact’s Connections

More Related Content

Leveraging Social Media

  • 2. Social Media in CPA InsiderRecent Articles :Seven Essential LinkedIn ConnectionsDo you have them on your list?December 6, 2010 by Barry MacQuarrie, CPAFacebook Strategies for CPAsHow social media marketing strategies can level the playing field for small firms and career-minded professionals. But will it work for you? December 6, 2010 by Rick Telberg
  • 3. What is Social MediaWikipedia says:“ Media for social interaction using highly accessible and scalable publishing techniques. Web-based technologies to transfer and broadcast media monologues into social media dialogues.”
  • 5. Definition of Industrial MediaIndustrial media – traditional sources in which people gain information, news, etc. by electronic media and print Examples: Newspapers, Television, Radio, Magazines, Websites, Direct Mail, Postcards, Couponing, Postal Mail/Cards, Telephone
  • 6. Social vs. Industrial MediaReach – Social is easily global and individual
  • 7. Industrial is specificAccessibility – Social is available to anyone with a computer and internet access
  • 8. Industrial is recipient-specificSocial vs. Industrial MediaUsability – Industrial requires specialized skills
  • 9. Social requires typing and basic computer skillsRecency – Industrial has time lag
  • 10. Social Media instantaneousPermanency – Social Media is easy to edit
  • 11. Industrial: once it’s published, it’s permanentDual InteractionConsumerConsumerIndustrial MarketingSocial MediaYour CompanyPrintWebsiteCreates:Loyalty, Education, Retention, Feedback, Branding, Viral, Credibility, ConversationCreates:Education, Branding
  • 12. GoalsEach Platform helps with different goalsUser Goals could include:Share Information/KnowledgeEngage with othersCreate friendshipsHelp others get to know you personallyStrengthen a company's customer relationsStrengthen a company’s Brand nameObtain market research/obtain feedbackObtain demographic information about your clientsHelp you gain market share over your competition
  • 13. Impact of Social MediaSocial media is not a strategy or tactic, it’s merely a different channel for communicationHow you USE it is your strategyThe Power to define and control a brand is shifting from corporations and institutions to individuals and communities
  • 14. Advantages of Social MediaAccessible to everyone – Ashton Kutcher vs. CNN – Race to 1 Million“I find it astonishing that one person can actually have as big of a voice online as what an entire media company can on Twitter." Ashton Kutcher, April 17, 2009
  • 15. Advantage of Social MediaInexpensive
  • 16. Industrial media typically requires significant resources to publish and disseminate informationBenefits of Social MediaNo monopoly on thoughtReach customers traditional marketing missesBuild brand loyalty, demonstrate personality, interactionsFeedback from customers/market researchDemographic informationCost effective
  • 17. Downside to Social MediaJust because it’s written doesn’t mean it’s trueTime consumingDemand on talent – hard to be exciting and interestingLose control of your marketing and messageROI is delayed and hard to measure
  • 18. Social media is not newJust a new way to have a conversationDefinition of communicationInformation has grownEveryone has their own circle of trust – social media helps break into that circle
  • 19. The 4 Cs of Social MediaContentthat leads to Conversationthat createsCommunity that builds Commercethat is measurable, trackableand REAL
  • 20. Contentthat Leads to ConversationSocial Media Content Mission: Engagement Elements of Great Social Media ContentMixture of information and regular fresh contentMulti-media (video, text, photos, polls)Keyword richEncourages ACTION
  • 21. Conversation Creates CommunityThe Big 4 Networks are no longer ABC, CBS, NBC and Fox. They are:LinkedIn – 90 million users (Jan 1, 2011)Facebook – 500 million users (July 2010)Twitter* – 190 million users (Oct 2010)YouTube – 6 Billion videos, 100,000 million views per day *fastest growing
  • 22. ConversationCreates CommunityThe point of Social Media is to Educate, Enhance, and EngageYou have to learn about your audience, give them what they need or want, and respond to them.Industrial Media: Company talking to Customer. Social Media: The Customer now Talks BackAND Customers talk to each other.
  • 23. How to Turn Community into CommerceMake Offers that fit the needs of your audience – Create CampaignsCapture InformationFollow Up Provide excellent Customer ServiceFull circle – Direct users back to Your Content
  • 24. How To Get StartedStep One:Determine Your GoalsDetermine Your Target MarketDetermine why Should YOU Participate?
  • 25. State AgenciesSome reason State Agencies have used Social Media Include:Keep public informed Real-TimeShow TransparencyBuild relationship with vendors and public
  • 26. How to Get StartedStep Two:Determine Your Individual Resources (video camera, knowledge, skills, interests)What can you contribute to your Community?
  • 27. How to Get StartedStep Three:Determine Your Time Commitment (know frequency – i.e. twitter more than blog)Different communities expect different levels of interactionHow much time can you devote?
  • 28. Track & MeasureGoogle Analytics will tell you if visitors click through your social media links to your website or blogFacebook Insights track the interactions you have with the people who “Like” your pageApplications to track Twitter results abound – look at Twitter Analyzer, Hootsuite, Twitter GraderTrack Patterns
  • 29. Action Items Do a Web search for your Company to see what sites appearDo a web search for keywords to see where your company ranks (to find these keyword you can go to Google adwords)Find your highest competitor and do the same searches to find out what they are doing
  • 30. Simple Additions for Brick & Mortar CompaniesGoogle Maps ~ Go to Google PlacesYahoo Maps ~ Go to Yahoo LocalMerchant Circle
  • 33. Competitive & Personal Research and MonitoringIndustry blogsGoogle Alerts (http://www.google.com/alerts)Social Mention (www.socialmention.com)
  • 34. Top 3 SitesLinkedIn – Who you knowFacebook – Who you know and what to know betterTwitter – Who you don’t know, but want to know
  • 35. Why LinkedIn?LinkedIn is Where the Professional Influences ARE!Some of the Statistical HighlightsAverage Age: 41
  • 40. 24% Have a Portfolio Value of $250k+07. Apr, 2009 http://www.linkedstrategies.com/blog/tag/linkedin-statisticsLatest LinkedIn FactsLinkedIn has over 90 million members in over 200 countries.A new member joins LinkedIn approximately every second, and about half of our members are outside the U.S. Executives from all Fortune 500 companies are LinkedIn members.http://press.linkedin.com/about Jan 2011
  • 41. Why Facebook? More than 500 million active users · 50% of active users log on to Facebook in any given day · More than 35 million users update their status each day · More than 60 million status updates posted each day · More than 3 billion photos uploaded to the site each month · More than 5 billion pieces of content (web links, news stories, blog posts, notes, photo albums, etc.) shared each week · More than 3.5 million events created each month · More than 1.5 Million local businesses have active Pages on Facebook· Pages have created more than 5.3 billion fansAverage user:· Average user has 130 friends on the site · Average user spends more than 55 minutes per day on Facebook· Average user writes 25 comments on Facebook content each month · Average user becomes a fan of 4 Pages each month · Average user is invited to 3 events per month · Average user is a member of 13 groupshttp://www.facebook.com/press/info.php?statistics July 2010
  • 42. Why Twitter?Fastest Growing Member Community Destinations in February 2009
  • 43. Grew 1382% from Feb 08 to 09.
  • 44. Twitter Most Popular Among Working Adults
  • 45. February 2009 the largest age group on Twitter was 35-49
  • 47. Takes advantage of the Text Message mentalityNielsenwire March 18, 2009
  • 48. Advanced Use of LinkedInOverview of ProfileHow to ProspectSet up a Follow-up System
  • 50. Making YOUR Profile AttractiveHave a professional pictureLOGO
  • 51. Contact ViewYou can send them messages through LinkedInShows that they are a 1st Degree Connection to youHow many Connections they have on LinkedIn
  • 53. A Group ContactSince we share a group, they are open to receiving a message from meDegree of separationWho could introduce us
  • 54. Not Connected Nor in GroupCan’t send a free messageTells you how you are connected
  • 55. 3rd + Degree ContactHow many Degrees AwayHow you are connected
  • 56. How to ConnectThrough WebsitesJoining Groups they belong toUpgrade
  • 57. Benefits of GroupsYou can view all of the members of a group
  • 58. How Will People Contact YOU?Make sure you add up to 3 websites
  • 60. Utilize Your Status UpdateAppears on your Contact’s main page.It is tracked on your Profile History.Helps you stay front of mind with your contacts.Frequency – once a day no less than once a week
  • 61. Risk vs. RewardYour Competitors are not waitingConversation is occurring with or without YOU!
  • 62. Manage RiskDo set up a Social Media Policy Create Social Media Training Identify Handful of Employees to be Brand’s Spoke’s person Start off small so that you can manage growth
  • 63. Time = MoneySet up Integration with Social Media SitesSchedule tasks before logging inBe careful not to Automate too much
  • 64. Wrap UpNot Everybody is on Social Media. So traditional Marketing is still effective.Social Media is evolving QUICKLYSocial Media is a Marketing Avenue that Works – if the right Goals/Strategies are in placeSocial media is a growing platform & cannot be ignored if a company is to be successful