Southeast Louisiana Small Business Conference: Social Media 101

Social Media Marketing

FSC Interactive

Andy Kutcher

What is Social Media?

But, What is Social Media?Social Media is any online or mobile network that allows people to congregate, share and communicate. It’s a party….

online

Why Should I Use Social Media

Facebook: Social Networking Site that allows for open communication between people and brands.

800+ Million Active Users

46% of Facebook users are 25-44 years old81% of Facebook users have some level of higher education

Twitter: A Social Networking and Microblogging site that allows for open, public communication in 140 characters or less.

Over 200 Million Users

57% of Twitter users are 25-44 years old37% of Twitter users have a Bachelors Degree, at least

YouTube: A video sharing website, owned by Google. The second largest search engine on the web.

Over 3 Billion Videos Viewed Daily

Average age of YouTube is 27 with 20% being 35+78% of YouTube users have some level of higher education

LinkedIn: A Social Networking site for business professionals.

More than 120 Million Members

Average age of LinkedIn is 25-54LinkedIn is used by 69 of the Fortune 100 Companies

Google Places: Allows you to claim your business profile on Google, people can review your business

97% of consumers search for local businesses online

Yelp: A Social Networking site that allows customers to leave reviews of any business

61% of people rely on user reviews for product information or research before a buying decision is made

41 Million Monthly Visitors

78% of companies said they use Facebook, Twitter, and other

sites to conduct research, improve customer service,

push marketing and PR initiatives, and

ultimately boost sales.

(credit: http://news.cnet.com/8301-1009_3-20016517-83.html)

Let’s Get Started!

How to Develop your Social Media Strategy

What are your Goals?

What are your Goals?• Specific • Measurable• Realistic

I want to increase traffic to my website by 10%

We want a monthly average of 70 interactions on Facebook

I want 20 new Followers on Twitter every Month

Who is your Audience?• Age, Race, Gender• How do they talk to you• How do they talk to each other• What is the best way to reach them

What (and who) are your Resources?• In-house vs. Outsourced• Team Size• Available Time• Accountability

What Channels should you use?

The Four “C’s” of Social Media

No matter what platforms you choose, these four things will keep your strategy moving in the right

direction

CustomizationConsistencyCommunityContent

We know the digital era requires more content, not less. And it requires content edited and packaged in ways that help user access and allow for advertising placement.

– Tom Curley, CEO of The Associated Press

Content

What to Post

• News About Your Business • Blog Posts and Press Releases• Upcoming Events• Promotions• Photos• Information About Your Business• Quotes• …Just About Anything!

“Be yourself. Above all, let who you are, what you are, what you believe, shine through every sentence you write, every piece you finish.”

- John Jakes, author

Consistency

Create a Schedule(and stick to it!)

Customization

You forgot the first rule of mass media, Elliot! GIVE THE PEOPLE WHAT THEY WANT!

- James Bond, Tomorrow Never

Dies

com·mu·ni·ty   /kəˈmyunɪti/ noun, plural -ties.

a social, religious, occupational, or other group sharing common characteristics or interests and perceived or perceiving itself as distinct in some respect from the larger society within which it exists

Community

Anyone you interact

with, even if only one time, is a

part of your community

http://www.coolinfographics.com/blog/2010/10/14/map-of-online-communities-2.html

What Else Should I Do?

Good Question!

It’s Ok to Eavesdrop!

Google Alerts

Social Mention

Open Book

www.search.twitter.com“search term” near:zipcode

TweetBeep

Topsy

Let’s Talk Specifics

FacebookTwitter

LinkedInYelp

Google Places

The ‘book

Facebook tops Google for weekly traffic in the US.

Using Facebook as a BrandEngaging on Facebook as a Page

Customizing Your PageGrowing your Community through Targeted Ads

Measuring Success with Insights

Being Your Brand on Facebook

Engage With Things You Like

Share Your Favorite Content

Customize Your Page

Page Settings

Cross Promote Your Partners

Facebook Deals

Customized Tab

Reach Your Audience Through Ads

Facebook Ads

For Example…

In Louisiana, who like:- N.O. Saints: 258,360- Cooking: 78,520- Shopping: 149,040- Travel: 75,780

In Louisiana, who are:- Married: 531,200- Engaged: 50,400- Single: 272,880- College Graduates: 423,760

Real Life ExamplesSituation: Need to Drive Traffic to the New Orleans Saints Pre-Season Games.Primary Target: Men in LouisianaSecondary Target Demographics: Like New Orleans Saints and Football. Are 21+

Situation: Wedding Shop in New Orleans that specializes in high-end, handmade wedding dressesPrimary Target: Women in New Orleans, LASecondary Target Demographics: Engaged, 25+ and College Graduates.

Measuring Success with Insights

There are more people on Twitter than the population of Sweden, Israel, Switzerland or Norway

Using Twitter as a BrandSpeaking the Language

Why Twitter MattersUsing Twitter Lists

Measuring Success on Twitter

Cocktail Party Rules of Engagement

Cocktail Party Rules of Engagement

– Don’t talk all about yourself

– Find the people who interest you

– Try to add value to the conversation

– Follow up with your new friends

Speaking the language

RT @fscnola hosting a #socialmedia101 training session this morning!

Twitter Translator

Replies

@ denotes a tweet sent to another Twitter user.

@TiffanyStarnes see you in the park tonight!

Retweet

Retweets are similar to forwarding a message in e-mail. They help grow communities and makes people feel good.

RT @andyknola: Help raise money for Tsunami Relief: http://bit.ly/awsjah0

Direct Message

DM is a private message that you can only send to those who follow you.

D Adeletiblier Here’s my e-mail address andy@fscinteractive.com

Hashtag

# makes a term into a keyword that is searchable, also used to imply sarcasm or humor

@tiffanystarnes is speaking in tongues at #socialsummit

@nolamaven @AmieSaint @glamourstar this makes me weep for America. #mariahcareybabynames

Why Twitter Matters

Twitter Can be Used For…

• PR• Crisis Communication• Customer Feedback• Achieving Goals• Customer Relations• Recruitment • Sales• Driving Traffic

Manage(on your computer)

Manage(on the go)

Beauty in Brevity

Measuring Success on Twitter

Success = ____________?

“A leader has to be positive about all things that happen to his team. Look at nothing in the past as failure.”

- Coach Mike Krzyzewski

Bit.ly

Who.Unfollowed.Me

TweetStats

Measuring Success on TwitterReTweetist- Allows you to discover trends, popular topics and popular people by tracking Retweets (RTs) across Twitter. http://retweetist.com/

Twitalyzer- Twitter's most popular measurement solution for business and personal users, focusing on influence, impact and engagement. http://www.twitalyzer.com

BackTweets- Get a comprehensive understanding of how your content is shared on Twitter, including tweet graphs, reach & impressions stats, influencer lists and more! http://backtweets.com/

TwitterCounter – Allows you to review your friends and follower growth by week, month or 3-month intervals. You can also compare your growth to competitors. http://twittercounter.com

OneForty – All of the latest and greatest online and social media tools. http://oneforty.com/category/Analytics

Who Do You Know?

Who Do THEY Know?

Who Are You Trying to Reach?

How Do You Expand Your Network?

How Do You Set Yourself Apart?

What is Linked In?

Using LinkedIn as a ProfessionalYour Profile

Getting Connected Own YOUR Brand

Your Company Page

Your Profile

First, Let’s Talk About ME.COMPLETE your Profile…- Add Your Picture- Include ALL job history- Ask For and Make Recommendations- Optimize EVERYTHING

- Job Titles- Updates- Summary

Getting Connected

Who Do You Know?

- Always personalize requests!

- Include an introduction and why you would like to connect

- Forward your profile to people you don’t know but would like to meet and WHY you are contacting them….BE HONEST

Who Do They Know?

Expand Your NetworkJoin Groups & Organizations– Some are open and others require invitation– Seek Professional Organizations – Seek with Potential Customers

Updates Keep you Updated

Owning YOUR Brand

Position Yourself as a ProQuestions and Answers- Search open questions - Offer your expert opinion- Don’t know the answer, share it with someone who might

Get RecommendationsRecommendations- Give to receive…. recommend former coworkers, employers and employees- Ask them to reciprocate- Not so glowing, you can hide it

Your Company Page

Companies can have a Presence, Too!

Brand Overview, Recruitment and Services

Linking it all Together

Share Whatchya Got

Print Materials

Email Signature

Website (above the fold!)

TV Ads

Media Buys

Anywhere Relevant

Andy Kutcher

E-mail: andy@fscinteractive.com

LinkedIn: www.linkedin.com/in/andykutcher

Twitter: www.twitter.com/andyknola

Facebook: www.facebook.com/andy.kutcher

FSC Interactive1943 Sophie Wright Place

New Orleans, LA 70130(504) 894-8011

E-mail: training@fscinteractive.com

Facebook: www.facebook.com/fscinteractive

Twitter: www.twitter.com/fscnola

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