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Social Media Tools for Small Business

This Prezi is a companion to a talk about the use of social media tools for small businesses.
by

Tee Jay Green

on 27 June 2013

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Transcript of Social Media Tools for Small Business

By 2010 Gen Y will outnumber Baby Boomers….96% of them have joined a social network
Social Media has overtaken porn as the #1 activity on the Web
Years to Reach 50 millions Users: Radio (38 Years), TV (13 Years), Internet (4 Years), iPod (3 Years)…Facebook added 100 million users in less than 9 months…iPhone applications hit 1 billion in 9 months.
If Facebook were a country it would be the world’s 4th largest between the United States and Indonesia (note that Facebook is now creeping up – recently announced 300 million users)
Because of the speed in which social media enables communication, word of mouth now becomes world of mouth
Generation Y and Z consider e-mail passé…In 2009 Boston College stopped distributing e-mail addresses to incoming freshmen
25% of search results for the World’s Top 20 largest brands are links to user-generated content
78% of consumers trust peer recommendations, only 14% trust advertisements
Only 18% of traditional TV campaigns generate a positive ROI
In the near future we will no longer search for products, news, and services they will find us via social media
Successful companies in social media act more like party planners, aggregators, and content providers than traditional advertiser
80% of companies are using LinkedIn as a primary tool to find employees.
Social Media Tools for Small Business
What is it?
How should I use it?
Negative Feedback is Not Bad

Free information about potential product/service deficiencies.
Gives you a chance to correct the problem.
It’s an opportunity to shine with the customer in a public forum by listening & responding.
Creates a seamless path to have an ongoing conversation with the customer.

source: http://socialnomics.net/2009/09/30/turns-out-negative-feedbacks-not-so-bad/
Get Feedback!
By taking advantage of social media, businesses can make themselves more accessible, more personable, and maintain long term connections. For a small business looking to increase referrals, social media can be a powerful tool.

source: http://mashable.com/2009/07/28/social-media-small-business/
"At the very least a business should update their Fan Page “status” to keep consumers informed and engaged. A more advanced technique would be to add things like coupons or Google maps directions to the storefront. These kind of resources give consumers a reason to visit the Page and interact with the brand."

source: http://mashable.com/2009/07/28/social-media-small-business/
http://socialnomics.net/2009/10/13/social-media-made-simple-the-4-steps/
http://business.twitter.com/twitter101
Listen regularly for comments about your company, brand and products—and be prepared to address concerns, offer customer service or thank people for praise.
Use a casual, friendly tone in your messages.
If you like a particular message, retweet it. People often appreciate the sharing and amplification of their ideas, so look to retweet cool stuff.
Make sure your tweets provide some real value. You know better than we do what is valuable, but here are few examples to spark ideas:
Offer Twitter exclusive coupons or deals
Take people behind the scenes of your company
Post pictures from your offices, stores, warehouses, etc.
Share sneak peeks of projects or events in development
Highlights:
Contests!
1. Know what you want out of your contest
2. Keep it simple
3. Make it fun
4. Locate your audience
5. Your audience will surprise you
6. The prize must generate interest
7. Let people participate on their schedule, not yours
8. If you build it, they won’t necessarily come
9. Give people a reason to want to talk about the contest
10. Use a contest to create an audience, or wait to launch a contest when you have an audience
11. Monitor entries and content
12. Mix it up
13. Making judging transparent and fair
14. Disclose sponsorships
15. Don’t shoehorn a brand into the contest
16. Don’t create endurance contests
17. Create long enough deadlines
18. Announce the winners quickly
19. Capture information from interested parties
20. Create repeat customers

source: http://www.sparkminute.com/?p=857
HOW TO: Gather Feedback With Social Media

Add a Survey to Your Website or Blog
Add a Poll to Your Facebook Page
Poll Your Twitter Followers
Post a YouTube Video
LinkedIn Answers

source: http://mashable.com/2009/09/28/social-media-feedback/
We are now in the age of open communication, engaged dialogue, and transparency, and business success may now have less to do with the size of ad budgets, but on the quality of interactions with customers.
source: http://mashable.com/2009/09/22/social-media-business/
Why should I care?
According to the The 2008 Cone Business in Social Media Study:

93 percent of social media users believe a company should have a presence in social media, while an overwhelming 85 percent believe a company should not only be present but also interact with its consumers via social media.

source: http://www.coneinc.com/content1182
For companies, resistance to social media is futile. Millions of people are creating content for the social Web. Your competitors are already there. Your customers have been there for a long time. If your business isn't putting itself out there, it ought to be.

source: Business week, Feb 19, 2009
Social media are online communications in which individuals shift fluidly and flexibly between the role of audience and author. To do this, they use social software that enables anyone without knowledge of coding, to post, comment on, share, and to form communities around shared interests.
source: http://propr.ca/2008/what-is-social-media/
Think of regular media as a one-way street where you can read a newspaper or listen to a report on television, but you have very limited ability to give your thoughts on the matter.

Social media, on the other hand, is a two-way street that gives you the ability to communicate too.
source: http://webtrends.about.com/od/web20/a/social-media.htm
Social media are the various forms of user generated content and the collection of websites and applications that enables people to interact and share information online.

Complicated? Well here is a list of things that are part of the social media:

online forums (e.g., DigitalPoint)
blogs (e.g., WordPress)
social networking sites (e.g., Facebook)
social bookmarking sites (e.g., Digg)
video sharing sites (e.g., YouTube)
photo sharing sites (e.g. Flickr)
streaming sites (e.g., Ustream)
user reviews (e.g., Amazon)
crowdsourcing (e.g., Wikipedia)
content aggregators (e.g., FriendFeed)
source: http://www.dailyblogtips.com/what-is-social-media/
Social media is a lot like a cocktail party. Imagine a large room, filled with interesting people. There are many conversations happening at once. People are talking about themselves, asking questions about the other person and then a common thread is discovered. Something that both people have in common. That's when the conversation gets very lively and a connection is made.

source: http://www.socialmediatoday.com/SMC/135606
(besides fun)
4 Ways Social Media is Changing Business
1. From “Trying to Sell” to “Making Connections”
2. From “Large Campaigns” to “Small Acts”
3. From “Controlling Our Image” to “Being Ourselves”
4. From “Hard to Reach” to “Available Everywhere”

source: http://mashable.com/2009/09/22/social-media-business/
Conversations!
Have Fun!!
If you have fun with it, so will others.
Coupons!
“Recognize that coupons are viral marketing, whether you like it or not,” Jonathan Lieberman, founder and CEO of DealLocker.com, responds. “You work hard to create a compelling offer and, when you are successful, people will share it with their friends.”

He urges marketers to remember that the coupon, including the tracking code is marketing. “Pick a code that makes the user feel smart or special. Our internal research shows significantly improved conversions for codes that compliment the user like SMARTMOM, or those that foster the sense of discovery like SECRETSALE.”

source: http://www.dmnews.com/Leveraging-social-media-online-coupon-strategies-and-more/article/104159/
Be Real
Be Responsive
Be Regular
source: http://www.blogtrepreneur.com/2009/03/16/three-r%E2%80%99s-for-using-social-media-in-your-business/
How to find out what people are saying:
Google Alerts
Technorati
Twitter Search
Tip: All of these services allow you to subscribe to a search via RSS.
Overview of company
Website and contact info
Press releases
Videos
Blog RSS
Twitter updates
Company news and status
Customer interaction
source: http://mashable.com/2009/09/22/facebook-pages-guide/
Case Study
CoffeeGroundz is an independent coffee shop that sells a variety of locally roasted coffee, tea, pastries, sandwiches, and alcoholic beverages. J.R. Cohen, its general manager, strives to make sure “you feel at home.” He started using Twitter in October 2008 at the prompting of a CoffeeGroundz angel investor.

In 2008 one of CoffeeGroundz's regular customers requested to place a 'to-go' order for a breakfast wrap. His request for an order 'to-go' was the first of its kind on Twitter.

JR seized on the opportunity to grant the request and started taking to-go orders via direct message from all of his Twitter followers. To this day J.R. continues to receive 'to-go' orders via DM. Customers can also reserve a table/booth, order from the patio, or reserve the place for events through direct message.

Today, he credits Twitter with almost doubling his clientele and with opening his eyes to a whole new way to build Community.

sources: http://business.twitter.com/twitter101/case_coffeegroundz
http://blog.mrtweet.net/twitter-to-go-how-one-local-coffee-shop-used-twitter-to-double-his-clientele
Case Studies
The page was originally created by two fans who just loved Coke. Coca-Cola found the page, and rather than trying to buy it or create another “official” page, they rewarded the two fans and worked with them to continue building the page and representing the brand.
Red Bull has built all kinds of content and applications that help them break out of the vanilla Facebook mold. One app is one that lets fans rate phone calls of people who “drunk dialed” the Red Bull 1-800 number.

Red Bull, which is a drink popular with teen and college ages kids, definitely knows its audience. Clearly, this is a company that understands their audience and knows that the best way to connect with them on Facebook is with humor, fun, apps that get people engaged, and by being creative.
source: http://mashable.com/2009/06/16/killer-facebook-fan-pages/
Questions?
http://www.arcadiaonline.net/blog/
Erik Nelson
Tee Jay Green
User Participation
User Generated Content
Full transcript