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Social Media for Business

An MPL Business Program
by

Natalie Marlowe

on 21 December 2015

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Transcript of Social Media for Business

Social Media Communication Plan
Questions?
References
Maintenance: Follow Up
Facebook
Overview
Social Media for Business
Milton Public Library | October 21, 2013
Natalie Marlowe

Social Networks & Fit
Introduction
Introductions: Name, business type or interest, what you would like to take away with you today, level of comfort with social media
Business Sense and Social Media: new communication tools for customer service, marketing, promotion, and sales
Business Goals: Aligning objectives with networks
Uniting Your Networks: Avatars, usernames, profiles
Recognizing Crowdsourcing: Collective thoughts on current topics
Social Media Perspective for Business:
LinkedIn:
This is your business suit.
Facebook:
This is your business casual look.
Twitter:
This is your cocktail hour.
Pinterest:
This is your storefront.
Which social networks are the best fit for your business?
Strategic Selection: 8 Factors
Your Social Network Needs
e.g. Defining target audience (choose a network that your target audience uses)
Strengths of Network
e.g. Ways of communicating such as tagging, commenting on topics, engaging in conversations
Time You Can Afford to Spend
e.g. Quick results/instant engagement, R.O.I.
Demands of Network
e.g. Flexibility (populating your own content)
Learning Curve

e.g. quick account setup, minimal learning and maintenance time
Cost-effective
e.g. for the most part, free; only cost is time
Quality Traffic
e.g. control of access, information posted; develop online community
Search Engine Results
e.g. adds hits to your brand; integration into social media communication plan
Introduction to Social Media for Business Purposes
Social Networks & Fit
Connecting with Networks:
Facebook
Twitter
LinkedIn
Pinterest
Social Media Communication Plan
Maintenance: Follow Up
Questions?
Practice: Action Items
Contact Information
Resources List
LinkedIn
Twitter
Contact Information
Natalie Marlowe
natalie.marlowe@mpl.on.ca
(905) 875-2665

Milton Public Library

www.mpl.on.ca
information@mpl.on.ca
(905) 875-2665

http://www.facebook.com/MiltonPublicLibrary
https://twitter.com/Milton_Library
Practice: Action Items
Get your business connected...
Set up your business accounts and complete profiles on appropriate social network(s) (Facebook, Twitter, LinkedIn, Pinterest)
On Facebook:
"Like" the Milton Public Library page, and "like" or comment on the most recent post.
On Twitter:
"Follow" Milton Public Library and another follower of MPL, plus "retweet" the most recent post.
On LinkedIn:
Add contacts, plus join 3 groups. Challenge: follow the prompts LinkedIn gives you until your profile is "100% complete".
On Pinterest:
"Follow" 5 boards that interest you or are interesting to your business, and start a board of your own and add 1 "pin".
enables users to post messages, photos, videos, links, documents; offers IM and email addresses
communication methods:
PM, writing on users' "wall", "like" the posts of "friends", conversations in post comment sections; profile information; real-time status updates; email notifications to users when "friends" comment, post on "wall", tagging
communication filters and lists:
privacy filters allow for different groups to see different parts of FB profiles, based on existing relationships ("only me", "friends", "friends of friends", "everyone"); different lists are able to see different content. Search for "friends" by email address, name or location; a "friend" relationship means both users can view each others' activity.
https://www.facebook.com/
How to create a business account: profiles vs. pages
Quick and easy tips:
Facebook strengths: get product feedback (answers to questions); promote your business or promote others (reciprocal)
Increase your "likes" by just asking. A free giveaway once you reach a certain number of "likes" will promote you, too.
If your target audience is young people or students, select Facebook. These are the primary users of this network.
Facebook photo sharing provides unlimited storage; uploads from phone, camera or computer.
Use the "events" feature to organize promotional parties, sales events or business meetings.
Instead of email marketing, use the "message" feature to send targeted messages.
Add apps to increase engagement with your profile/page.
enables users to post "tweets" of 140 characters or less (microblog) for real-time status updates
communication methods:
"tweeting" and "retweeting", replying to "tweets", direct messages, profile information
communication filters and lists:
"following" a person creates a relationship with them, allows you to see their updates and receive PMs from them; if a person "follows" you, the relationship is reciprocal, called "followers". Reply to users by using the "@" symbol; use your own hashtags "#" or select from the "trends" list to have your tweet appear in searches.
https://twitter.com/
How to create a business account
Quick and Easy Tips:
Create a short username. This allows for more characters in a response.
Don't change your avatar every few days. Keeping it consistent for a month or two will build your brand.
Twitter is the simplest network if you are mobile.
"Following" can be reciprocal: increase your number of "followers" by "following" someone else.
Twitter strengths: get product feedback (answers to questions); promote your business or share breaking news
Increase the reach of your network by asking "followers" to "retweet" by including this message: "Please RT"
Post photos: photos are heavily "retweeted".
Use the search function (keywords or names) to find real-time "tweets", collective thoughts on current topics, and actively respond.
enables users to post a profile, that acts like a resume with a photo; includes real-time status updates
communication methods:
PM, groups (build relationships and learn industry information), Q & A forums (LinkedIn Answers), company pages, more formal conversations amongst individuals
communication filters and lists:
works on the privacy policy that you should personally know the people you are connecting with (gated-access approach); connections based on professional experience and recommendations; trust-based relationships for productivity and success. Several degrees of connectivity (first, second, third degrees; based on connections); like introducing someone you know to someone they didn't know. Searching for a company provides details about the products and employees.
https://www.linkedin.com
How to create a business account
Quick and Easy Tips:
Discover business opportunities through recommendations by someone in your network.
Your avatar is important for business: identification and business branding. Use a current photo of you.
Endorse your work by receiving recommendations. These testimonials are akin to letters of reference; give some, get some.
The Business Card Book: Use LinkedIn if you are hiring or looking to collaborate in your industry.
Use the search feature to do market research: access company information to compare products, services, or simply check out the competition by benchmarking.
Content:
Start conversations, ask questions, share articles, create events (not necessarily in-person events)
Share information that is relevant to your business products and/or services, news, travel, events, books, etc.
Useful and meaningful chunks of information: quick tips, short blurbs, links to places or more information
Engaging and appealing to your target audience: determine interests, wants, and needs
Strategies:
Think and act like your target audience(s) every time you respond to a comment, or answer a message.
Out of sight, out of mind. Regular posting will keep your posts at the top of your customers' news feeds.
Add clarity and creativity to your updates and messages.
Schedule:
Launching your page: update 2-3 times/week; as your customer base grows, increase posts to 2-3 times/day
Use your fan/customer base: monitoring your customers' level of engagement with your page (just "Likes" or more in-depth comments) tells you if your frequency of posting is working.
Regularly provide added value (a printable postcard with tips, a take-away coupon, etc.) for free
Regular posting and messaging: regularly sharing information attracts repeat users; this increases visits to your business profile, click throughs to other information and sites.
Social Media Business Etiquette:
Add authenticity. If you are speaking on behalf of your company let users know it's you, personally.
Comments: respond quickly to all bad comments. Respond to all good comments, too!
Managing Networks:

e.g. Hootsuite
coordinate status updates, track customer statistics
Build Content or Plan Activities:
create daily, monthly marketing activities, establish regular events or groups; distribute targeted messages
Metrics/Analytics:
e.g. Facebook Page Insights or Twitter Analytics
use this information (e.g. fans, views, demographics) to make decisions about your Social Media Plan
R.O.I. Markers: followers, fans, friends, backlinks, click throughs, sales, referrals, network reach, fan engagement
Test different types of content and learn what works for you
Streamlining Processes:
Revisit your networks and reassess fit
Review your target markets; redefine audiences
Create lists for messages, schedule posts in advance
Brogan, C. (2010). Social Media 101: Tactics and tips to develop your business online. Hoboken, NJ: Wiley and Sons, Inc.

Chaney, P. (2009). The Digital Handshake: Seven proven strategies to grow your business using social media. Hoboken, NJ: Wiley and Sons, Inc.

Kerpen, D. (2011). Likeable Social Media: How to delight your customers, create an irresistible brand, and be generally amazing on Facebook. New York, NY: McGraw-Hill.

Peck, D. (2011). Think Before You Engage: 100 Questions to ask before starting a social media campaign. Indianapolis, IN: Wiley and Sons, Inc.

Shih, C. (2009). The Facebook Era: Tapping online social networks to build better products, reach new audiences, and sell more stuff. Boston, MA: Pearson Education.
Pinterest
enables users to post and share photos in a bulletin-board style with organized theme-based collections. Users upload and manage images ("pins") and other media content to "boards". Themes are for categorization and discovery by other users.
communication methods:
browse other boards for inspiration, "repin" items to your own boards, "like" photos
communication filters and lists:
this personalized media platform allows users to browse their own content as well as others'; favourite "pins" can be saved and "pinned" to your own boards by using the "Pin it" button. Businesses can use Pinterest as a virtual storefront and display products on themed boards; browsing boards as an alternative to the company's website.
http://pinterest.com/
How to create a business account
Quick and Easy Tips:
Business sense and promotion: Pinterest is more effective at promoting products than other social media.
If your target audience is middle-aged women, select Pinterest. These are the primary users of this network.
The most popular categories are food and drink, DIY and crafts, women's apparel, home decor, and travel.
Non-product boards: Create boards for inspiration or for potential products.
Creating product boards increase referrals back to your website for increased traffic there.
"Repinning" images will share that image with all of your followers, increasing the reach of your network exponentially.
Full transcript