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SBX Media Inc. - What We Do

We don't build websites - we help make them better

We help businesses develop and execute their online strategy

We try to educate as we work

The Social Media Landscape

  • At its core - social media is people sharing information with others via online "social" channels
  • Social sites are becoming an important part of daily life
  • Mobile technology is making it easier for people to connect to social sites and share information "on the go"

Introduction to Social Media - Overview

Why Social Media?

  • Approximately 59% of all Canadians use social sites
  • This number is projected to reach 68% by 2014
  • Companies that engage with and listen to consumers via social media are winning
  • Using social media as a listening tool gives you new insights into your customers, your industry and your competitors

Opportunities For Businesses (B 2 C)

  • Engage consumers
  • Ask/answer questions
  • Gauge public opinion
  • Listen to conversations

Opportunities For Businesses (B 2 B)

  • Meet and collaborate with businesses from around the world
  • Target and hire new employees
  • Share whitepapers and research data
  • Business intelligence
  • Brand building and protection

Why? - Questions to ask

  • What do we want to get out of it?
  • Who will manage the day to day activities?
  • How will we track and report our activities?
  • What happens when things go wrong?

What do we want to get out of it?

  • Gain consumer insights into our products
  • Interact with the online community
  • Answer questions
  • Monitor online conversation
  • Increase traffic to web properties

Who will manage?

  • Assign staff team (or individual) to monitor and update the profiles
  • These individuals are "gatekeepers"
  • Passwords kept a secret

Tracking the results

  • How will we track results? (bitly)
  • Use link data to help determine social media best practices

What happens when things go wrong?

  • Response needs to be quick
  • Canned responses won't work
  • Pay attention to what is being said

Pitfalls For Businesses

  • Biting off too much
  • Lack of resources
  • Lack of content
  • Not having a plan
  • Abandoning efforts

Social Media - Most common concerns:

  • "People will say negative things"
  • "We can't control the message"
  • "We're too small to compete"
  • "We don't have the time"
  • "What is our return on investment?"

"People Will Say Negative Things"

  • People will talk regardless
  • Social media allows you to be closer to the conversation
  • Good product = Good comments

"We're Too Small To Compete"

  • Social media is a level playing field
  • No company is too big/small to get involved
  • It's about time - not money
  • Develop a social media strategy based on your available time and resources

"We Can't Control The Message"

  • Learn more about what people think
  • Pay attention to their concerns
  • Develop messaging based on listening data

"We Don't Have The Time"

  • Budget your resources
  • Find tools and processes to help streamline
  • You don't need to do everything

"ROI?"

  • Calculating ROI on a communication tool can be difficult
  • Social media can be beneficial in a number of ways - market research, customer satisfaction, customer service and public relations
  • Track links, engagements, etc

What's New and Exciting?

Location Based Services

  • Foursquare
  • Facebook Places
  • Yelp

Mobile

  • Content "on the fly"
  • 2d Barcodes

Social Media Deals

  • Groupon
  • Living Social
  • Social media exclusives

How Can a Small Business Use Social Media?

Start by answering a few questions...

Who do you want to engage? B2B? B2C?

How do you use technologies like email and phone? Who do you communicate with?

How do you conduct market research?

Where do your customers and vendors hang out online?

Use this data to create a plan...

  • Seek collaboration opportunities
  • Share your products and research
  • Research "quick and nimble" opportunities and technologies
  • Source online knowledge - ask questions

Who's Starting to Figure it Out?

  • Companies that engage and acknowledge
  • Companies that leverage user content
  • Companies that are willing to try and fail

Engage and Acknowledge - Comcast Cable

  • Company monitors social media looking for customer concerns and questions
  • Social media team addresses these online
  • Intercepts situations before they explode
  • Enhanced customer service

Lesson Learned...

  • People are talking
  • Pay attention and engage

Leveraging User Content - SteelMaster Buildings

  • Use their Facebook page as a way for customers to share pictures of their products in use
  • These pictures demonstrate new uses for their products
  • SteelMaster has used social media to break into new markets they hadn't even thought about

Lesson Learned...

  • Content is out there
  • Give people ideas and a place to share it

Engaging/Geo Location - Kogi (co-gee) BBQ Truck

  • Mobile BBQ truck in Los Angeles selling Korean tacos
  • Uses Twitter to inform public of daily specials, location of the truck
  • Answer customer questions via Twitter
  • All updates done via mobile device while operating the truck

Lesson Learned...

  • Keep it simple
  • Use mobile devices

Lots of Information...

Here are some key thoughts...

It's About Time - Not Money

  • Put in the time and you'll see the results
  • If something isn't working - dump it

Listen, listen and listen some more

  • Facebook search
  • Twitscoop.com
  • Google Alerts
  • Samepoint.com
  • Socialmention.com

Understand Your Audience

  • Where are they?
  • What tools might work?

Pushing and Pulling

  • Traditional e-marketing attempts to pull visitors to your site
  • Social media helps you take your message to the people
  • Websites vs. Social Media

Become an Expert

  • Share you expertise online
  • Focus on building expertise around your brand
  • Work towards becoming "go to" contact for others

It's not just Facebook...

  • Look at Linkedin
  • Visit related forums
  • Use search to find out where you need to be

Understanding Social Media

Social Media Strategy and Execution

Education

Search Engine Optimization

Content Creation

Analytics

Website Project Management

Online Advertising

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