DATIA Conference 2010 - Social Media
- 2. What Is “Social Media”? Why Is Social Media Useful In Business? Overview ◦ Twitter ◦ Facebook ◦ LinkedIn ◦ Blogs and Vlogs ◦ Other Forms of Social Media ◦ M Management T l Tools Time Management – How It All Works Together www.expertox.com
- 3. Definition by “Duct Tape Marketing” “Th use of technology combined with social The f h l bi d i h i l interaction to create or co-create value.” www.expertox.com
- 5. A medium for in-your-face advertising Another method to “spam” prospective customers All about you, all the time A replacement for your current strategic marketing practices An alternative to personal visits or telephone conversations www.expertox.com
- 6. Generate and Grow Recognition Strengthen Your Brand Search Engine S hE i Optimization (SEO) Client Acquisition Customer Retention Other Unexpected Opportunities Generate Referrals www.expertox.com
- 7. Microblog Converse in 140 characters or less 24 hhours a d day, 7 days a week international “cocktail party” www.expertox.com
- 8. Demographics ◦ As of Oct 2009, 250 m users, of which 120 m log in daily g y ◦ Largest demographic age group: 35 – 40 ◦ 53% female ◦ 63% college and post- graduates www.expertox.com
- 9. Twitter is a place to be yourself so others get to Know you Like you T Trust you www.expertox.com
- 10. Use the 80/20 Rule Forum for: Conversation Funny Stories and Pictures Share Links Share Educational Sh d l Information Quotations Q&A www.expertox.com
- 11. How to Get Started ◦ Set up a Profile at www.twitter.com ◦ Choose a Name, called a “Handle” Recognizable Searchable ◦ Create a Background for Your Profile Standard in Twitter Custom/Branded www.twitbacks.com or www.twitterbackgrounds.com ◦ Be Transparent and Authentic Complete Bio Think about Searchable Keywords www.expertox.com
- 12. www.expertox.com
- 13. #Parents think of drugs as the only form of substance abuse. Be wary of inhalants http://ow.ly/1gnys htt // l /1 Example of an @ p @expertox tweet that directs to its blog www.expertox.com
- 14. Must Follow “Rules” ◦ Be A Person, Be Yourself ◦ Be Transparent and Authentic ◦ Be Conversational ◦ Educate ◦ Connect ◦ No Foul Language ◦ No Direct, In-Your-Face Advertising ◦ No “Spam” ◦ Be Consistent and Frequent www.expertox.com
- 15. How To Create A Following of Potential Customers ◦ Follow Local “Peeps” using www.twellow.com www twellow com or www.search.twitter.com ◦ Who Are Your Clients? ◦ Who Are Your Prospective Customers? ◦ Who Are Your WOM Advocates? ◦ Connect With Members of Your Networking Groups ◦ Connect With Each Other – Power in Numbers f Viral Marketing N b for Vi l M k ti www.expertox.com
- 16. Twitter Basics ◦ “RT” = Retweet, Helping Your Followers to Spread The Word Virally ◦ “DM” = Direct Message – Can Only Be Seen Between DM You and Follower ◦ Hashtag = Tracking and Trending #drugtest #DATIA #d t t Follow @hashtag ◦ Try to Keep Tweets to 120 Characters – Better Retweeting www.expertox.com
- 17. Started as a social communication mechanism for college/university students 2008 – surpassed MySpace as the most popular social network Fastest-growing demographic on Facebook – over age 35 crowd 250m+ active members Fan Page Content is fully indexed by Google It’s all about relationships! www.expertox.com
- 18. Why use Facebook for Business? ◦ Individual Profile Page Required ◦ Company Fan Page ◦ Gift Certificate Application f f l ◦ Advertising Strong d St demographic t hi target capabilities t biliti Reasonable cost ◦ Did I say “Search Engine Optimization”? www.expertox.com
- 19. www.expertox.com
- 20. Facebook Reminders: ◦ First impressions are everything ◦ Brand Consistency ◦ What you write and post is there for history ◦ What you write and post affects your credibility and value ◦ Be selective when choosing or approving friends, fans, groups to join and applications ◦ Ask questions – participative v directorial v. www.expertox.com
- 21. As with any social media post, you must be: ◦ Transparent ◦ Authentic ◦ Conversational ◦ Educational ◦ Interesting ◦ Consistent and Persistent www.expertox.com
- 22. ◦ Professional and business- oriented i d ◦ Average Age: 41 ◦ Good way to stay connected with business clients, vendors and advocates ◦S t System to find and get t fi d d t introduced to people you need to know ◦ Forum for getting answers, feedback and recommendations www.expertox.com
- 23. How You’re Connected to Noor Maher Matt Daoudi Terri Stromatt-McCulloch www.expertox.com
- 24. www.expertox.com
- 25. It’s All About Relationships Keep up with what is going on with your connections www.expertox.com
- 26. g Blog ◦ “Weblog” ◦ Type of Website WordPress most common W dP t Blogger Vlog ◦ Video Blog YouTube ◦ 100m+ viewers ◦ Video way of the future www.expertox.com
- 27. Purpose ◦ Educates ◦ Creates Conversation and Participation ◦ Creates Interest ◦ Creates a Following g ◦ Creates Viral Marketing Effect ◦BBecomes a part of th t f the “Chorus” www.expertox.com
- 28. Best Practices ◦ Short Content ◦ Encourages Interaction Through Posts and Viral Sharing ◦ Update Weekly ◦ Approve Posts to Protect Image pp g ◦ Do Not Use as a direct, in-your-face Advertising Campaign ◦ Add A Appropriate H i t Humor and P d Personall Opinions www.expertox.com
- 29. Best Practices ◦ Be Interesting! ◦ Write Important Keywords into Title and Blog Intro Paragraph ◦ Link Generously ◦ Invite Guest Bloggers gg ◦ Ask Questions ◦ Post on Others’ Blogs Wh Y What You Gi Give, Y You G Get www.expertox.com
- 30. Viral Video Tips ◦ Be uncommon ◦ Use great characters ◦ Be B comical i l ◦ Integrate your community ◦ Be compelling ◦ Be creative ◦ Limit to 1 ½ - 3 minutes in l length h www.expertox.com
- 31. Blog Talk Radio Podcasts Digg StumbleUpon RSS Feeds Wikis Wiki BizNik New Things Coming Out All The Time! www.expertox.com
- 32. People End Up At Your Website www.expertox.com
- 33. Advertise and Spam Messages From @MariSmith Do Not Target Their “Genuine, Authentic, , , Audience/Followers A di /F ll Passionate, Caring = Profitable Relationships” Lack of a Viable Strategy Lack f Quality Content L k of Q lit C t t Fail to be Consistent and Frequent Lack of Patience www.expertox.com
- 34. ◦ Use tools such as HootSuite TweetDeck TweetLater ◦ Build a “Chorus” ◦ Use Google Alerts for latest news related to your i d l d industry ◦ Devote 15 – 45 minutes per day to social media activities ◦ Better to interact less and more frequently, than more with sporadic activity www.expertox.com
- 35. Do ◦ Focus on authenticity and transparency ◦ Be yourself ◦ Build d B ild and grow relationships l ti hi ◦ Use the 80/20 rule ◦ Become viewed as a credible expert ◦ Be consistent and patient ◦ Share and connect ◦ Participate www.expertox.com
- 36. Don’t ◦ Advertise Profusely ◦ Spam ◦ Post P i P t Prices ◦ Follow Everybody ◦ Follow Nobody ◦ Forget Your Image and Brand in the Community www.expertox.com
- 37. Twitter Power by Joel Comm Inbound M k i I b d Marketing b by Brian Halligan and Dharmesh Shah The Social Media Bible by Lon Safko and David K. Brake www.expertox.com
- 38. Question and Answer Terri McCulloch Director of Sales & Marketing [email protected] www.expertox.com www.facebook.com/expertox @terrimcculloch and @expertox www.expertox.com