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What exactly are Facebook, Twitter, LinkedIn and how could they help me grow my business?
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Demystifying Social Media
How Twitter, Blogging and LinkedIn Can Help Grow Your Business
Lynda PartnerGillian Brouse
Agenda
• What exactly is social media, why should you care?
• Blogs, Twitter, Facebook, LinkedIn in action• Break• Using Social Media to grow your business
Case Studies Your own Case Study
• Getting Started – Do’s and Don’ts
A bit about us
• Lynda Partner, Partners Inc• www.partnersinc.biz
• Gillian Brouse• www.gilliebee.com
Where does your business come from?
• Discuss
What these channels have in common
• Broadcast – you to them• If they wanted to talk to you or about you,
choices were limited: Phone Email
Web 2.0 – social media
• Internet tools and applications that: Made it easy for people to talk to each other on-
line in groups Made it easy for people to share information on-
line with lots of people simultaneously Made it easy for people to talk to companies on-
line
Power is shifting to the People
• People are talking to each other about you more often then you are talking to them about you Opportunity – join in the conversation, it’s another
channel for your message and another way to build relationships
• People are expecting you to create more ways for them to talk to you Opportunity – invite them in, its easier to sell if you
can create a relationship with people and relationships require conversation
It’s a busy place
What all social networks have in common
• Communities of interest engaged “readers” and content creators around common issues
• Decentralized content creation. Decentralized power. Decentralized voice.
• Speed with which information can travel Accurate or not
Blogs
Blogs
• Good for writers, thought leaders• And also for the rest of us
Easy way to build and maintain a website and keep the content fresh and changing
Helps you get found on the internet - Search Engine Optimization
A way to demonstrate your personality, and in the case of a services business – show how you think, a sample of your wares “people buy from people”
Why people tweet
TO BUY TO
SELLTO FIND LINKS
TO PUBLISH CONTENT
TO STAY CURRENTTO LISTEN
TO TALKTO COMPLAIN
TO HELP SOLVE PROBLEMSBUSINESSES: how can you leverage that?
8 Business Uses for Twitter
• Market intelligence Customer sentiment Competitors Employees
• Influence/Creating Awareness• Prospecting• Selling• Building community (partners, customers,
others)• Customer service• Recruiting talent
Exercise
• Directory• Way to be found. Must be in there.• Build from there, if appropriate
where are your customers?
• 81% of Canadians age 18-34 have a Facebook profile
• The average Facebook user has 130 friends• Fastest growing segment is the group aged
35-44• 50% of Facebook users log in every day
• A parallel universe on the internet• A free company website – Fan Pages• A market research engine• A marketing channel – awareness and
advertising – direct and indirect, free email marketing
Case Studies
Case study # 2 – Twitter for local retail
• @coffeegroundz • Think globally, follow locally• Be yourself, natural, generous
Results
• Owner credited it with doubling clientele in first several months
• Earned name as a cool place to go among urban hipsters. (PS they buy lots of coffee.)
• Twitter followers at more than 5000• Business has increased 20-30% from October
levels.
Case studies # 3 – LinkedIn
• Event marketing
• “If she is going, maybe I should too.”
LinkedIn – for SM marketing event
LinkedIn – for SM marketing event
Results
• Event sold out• 5-fold increase in event page traffic
Topic AND campaign
Of tracked results, 22 percent from social media sites: Linkedin: over 10 percent of total Twitter: 7 percent Blog of presenter: 4 percent (higher bounce rate) Facebook: 2
• Earlier registrations from SM links versus regular list More apt to act on impulse? More committed because
endorsement built in?
Some Added LinkedIn Uses
• Research your customers - warm your cold call• See (and post) blog and twitter feed• Find suppliers and partners• Start a group, your own marketing database• Improve your SEO rankings• Join the conversation - meet new prospects • Advertise
Case study # 4 – local blogger
Crazy successful
• 2006 184,950 monthly visitors 65,000 unique
• 2007 293,198 monthly visitors 86,000 unique
• Comparative Biggest magazines in the space have circulation of
25000- 60000/month
Crazy successful
Brainstorming your business needs
Getting Started
• Ask, Listen & Learn from your audience• Match your communications strategy to your
audience’s needs• Get the right tools• Be prepared to invest time• Measure success, be prepared to be flexible & patient
