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Cindy Leines, CEL Public Relations and Caroline Melberg, Small Business Mavericks, discuss how to get strategic about social media for your business.(this can be downloaded with the creative commons license: http://creativecommons.org/licenses/by-nc-nd/3.0/)
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A collaboration of seasoned professionals from C.E.L. Public Relations and Small Business Mavericks.
GET STRATEGIC ABOUT SOCIAL MEDIA
collaborative partners
Cindy Leines
• PR Strategist• Founder of C.E.L. in 1988• Top 25 PR Firms in Twin Cities• Twin West Entrepreneur of the Year 2011
collaborative partners
Caroline Melberg
• Strategic Social Media• Search Engine Optimization• Founder of Small Business Mavericks • Finalist TwinWest Emerging Entrepreneur
collaborative partners
Shannon McDonough
• Shareholder at Fafinski Mark & Johnson PA• Practices in the area of commercial,
employment, aviation, product liability & personal injury
• Named a “Super Lawyer” every year since 2003
collaborative partners
Ernest (Pat) Shriver
• Shareholder at Fafinski Mark & Johnson PA• Practices in the area of corporate, transactional
and intellectual property for small to medium sized businesses
• Named a “Super Lawyer” every year since 2009
Communications Have Changed
communications have changed
Radio38 years to 50M users
communications have changed
Cell Phones10 years to 50M users
communications have changed
Internet4 years to 50M users
communications have changed
Facebook9 months to 100M users
communications have changed
iPhone Apps9 months to 1B users
What Is Social Media
what is social media
Real time PR™
SOCIAL
MEDIA
- strategic - open - communication - increasing - access - to listeners
- merging- entertainment, - dialogue, - interaction - of audiences.
While
Why
Is Social MediaImportant to Business
why is social media important to business
Real Social Media Has Reached a Critical Mass
communications have changed
= 100M+ Members
= 750M+ Members
= 200M+ Members
Should Your Company Participate in Social Media
should your company participate in social media
79% of Internet users have joined a company’s online community to get more
information about that company.
71% of online community members say they are more likely to purchase from a
brand they follow online.
should your company participate in social media
66% of online community members say the online community has made them more
loyal to a brand.
63% of online community members say they will recommend that brand to others.
should your company participate in social media
Business Benefits
78% of people surveyed trust word-of-mouth referrals.
14% trust advertising.
- Forrester Research, 2009
Generations Differences in Social Media Participation
generations differences in social media participation
Online Is Where Your Audience Is At
89% of people looking to buy anything— any product or service —start with an Internet search.
- eMarketer
2005 .... 5% of all adults in America use social media daily
2011... 65% of all adults in America use social media daily
generations differences in social media participation
Baby Boomersborn between 1946 and 1964
- 32% use daily (+60% since 2010)- 55+ biz use + 79% since 2010- Facebook- Sharing lessons, teaching- Sharing pictures- Networking- Less Personal- Filter = Iron Curtain
generations differences in social media participation
Generation Xborn between 1961 to 1981
- 73% use daily (+58% since 2009)- Twitter- Sharing travel plans, pictures- Asking for advice- Sharing personal experiences- Networking- Filter = Colander
generations differences in social media participation
Generation Yborn between 1982 to 2000
- 96% use daily- 71% = No meetings- Digital natives- Tumblr, Facebook- Part of life- Learning, Searching- Asking Advice- Very Personal- Filter = Filter?
Culture Is your workplace culture “social media ready”
Are you ready?
is your workplace culture “social media ready”
Measure Your Social Media Readiness
1-6 7-8 9-10
Customers
Cold
Warm
Hot
Not Ready
What are you waiting
for?
Ready
is your workplace culture “social media ready”
1-6 7-8 9-10
Employees
Cold
Warm
Hot
Not Ready
What are you waiting
for?
Ready
Measure Your Social Media Readiness
is your workplace culture “social media ready”
Positive Negative Positive Negative
NOT READY READY
Measure Your Social Media Readiness
is your workplace culture “social media ready”
Measure Your Social Media Readiness
is your workplace culture “social media ready”
Eliminatewasted time.
Growyour business.
Retainyour employees & customers.
Creating
Your Social Media Plan
creating your social media plan
What Are Your Goals & Objectives?
Strategically integrated with your other HR and marketing activities.
creating your social media plan
Success with Social Media
Listening
Participation
Building Relationships
creating your social media plan
Listening
What is being said online right now?
Blogsearch.Google.com
Google Alerts
Sentiment.com
creating your social media plan
Know YOUR Keywords
Consider multiple ways to express what you offer
Create a list of everything
Google Keyword Analyzer
(adwords.google.com/select/KeywordToolExternal)
creating your social media plan
Create your social media messaging
Using your list of keywords, create 20 messages of varying length that describe:
• What you do• Who you work with• Your products• Your services• What makes you unique• Special activites you have coming up
(put dates with these)
creating your social media plan
Know YOUR Audience!
50% of social media users access once per day or more!
All major social media sites are indexed by Google.
WHO do you want to reach?
creating your social media plan
Determine Which Sites and What Tools are Best To Reach
Your Audience.
creating your social media plan
Know YOUR Audience!
Facebook = 60% FemaleTwitter = 45+ Fastest Growing
Foursquare = 60% MaleLinkedIn = B2B Pro NetworkingYouTube = 2nd Largest/Search
WHO do you want to reach?
creating your social media plan
Your plan to tie it all together & get it all done!
Website
Foursquare
YouTube
Blog
Other Blog
Google Places
Your Social
Media Policy
your social media policy
Do you need a social media policy?
YES NOYES
your social media policy
Do you need a social media policy?
panel discussion
Caroline MelbergShannon McDonoughPat ShriverCindy Leines
social media incubator• e-mail: [email protected]• Web: thesocialmediaincubator.com
small business mavericks• LinkedIn: LinkedIn.com/in/CarolineMelberg• Facebook: Facebook.com/CarolineMelberg• Twitter: Twitter.com/CarolineMelberg• e-mail: [email protected]• Web: SmallBusinessMavericks.com
c.e.l. public relations• LinkedIn: LinkedIn.com/in/company/c.e.I.-public-relations• Facebook: Facebook.com/celpr• Twitter: Twitter.com/proutloud• e-mail: [email protected]• Web: celpr.com
let’s connect
thank you
