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Social Media for Businesses

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Joshua Spencer

on 28 April 2013

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Transcript of Social Media for Businesses

"Internet-based set of applications that allows individuals to create, exchange, and share information" ~ Wikipedia "Social instrument of communication... Doesn't just give you information, but interacts with you while giving you that information" ~ About.com "Forms of electronic communication through which users create online communities to share information, ideas, personal messages, and other content." ~ Merriam-Webster "A term used to describe a variety of web-based platforms, applications and technologies that enable people to socially interact with one another online... sites that have content based on user participation and user-generated content." ~Webopedia.com "Websites and applications that enable users to create and share content or to participate in social networking." ~Oxford Dictionary Characteristics:
Internet-Based
May involve various platforms, applications, and technologies.
Social instrument of communication that creates a network between users.
Contains content-based on user participation and user generation.
Enables sharing of ideas, personal messages, and other content
Interacts with you; not a "one way street" like traditional media. Other Characteristics:
Often involves some form of censorship
Often requires the creation of a user-profile
Often contains privacy settings
Often allows you to "follow" or "subscribe" to other user content. What is Social Media? Brief History of Social Media CompuServe was the first public ISP in the U.S. Used dial-up technology and remained a major player into the 1990's 1969 1993 Two Chicago computer hobbyists invented the bulletin board system to communicate with friends. National Center for Supercomputing Applications at the University of Illinois donated WWW technology to the world; Students displayed the first Web page. 1978 Friends Reunited, remembered as the first online social network to achieve prominence, was founded in Great Britain to relocate past school pals. 1999 Myspace was launched as a clone to Friendster.
Linden Lab opened the virtual world Second Life
Linkedin was started as a business-oriented social networking site for professionals 2003 facebook was started for students at Harvard.
Myspace surpassed Friendster in page views
Podcasting on the internet began
Flicker image hosting website opened
Digg was founded as a social news website 2004 2012 More than 2 Billion internet users worldwide.
52 million Americans use web via smartphone, 55 million use it via tablets.
Facebook reaches one billion users. Myths regarding social media Possible Advantages Possible Disadvantages General Overview of the advantages & Disadvantages for Businesses using Social Media Facilitates open communication
Leads to enhanced information discover and delivery
Provides an opportunity to widen business contacts
Targets a wide audience
Improves business reputation with minimal use of advertising
Expands market research Creates more opportunities for hackers to launch spam and virus attacks.
Increases the risk of employees falling pray to scams and identity theft
Potential liability of objectionable employee use
Potential loss in productivity from employee use A Look at The Current State of Social Media use in Business In 2012 Human Resources Customer Service Innovation & Market Research Marketing Ways To Use Social Media More Effectively Determine which social sites fit your interests and needs
Create an ideal username to use for all of your business profile links
Use only the most attractive profile information/media to share with others.
Filter unattractive activity on your company's social sites
Use to project brand image across different platforms to reach wide audiences. Remember to keep core identity consistent on different platforms.
Blog to share content with readers to blog about different products, services, customer contests, and events. Update content regularly.
Provide links to outside sources providing valuable information to your target audience. Improves credibility and trust with the user.
Social media is most effective when it works with your current marketing. Embed extensions from your other social media sites into your website.
Once you build a social network, be creative in offering discounts to your followers. Providing exclusive deals to create buzz and excitement Use to track competitors, research keywords, get industry-related links, find out what social media marketing techniques are working for them and then improve upon.
Track customer sentiment, buying habits, and trends to find out what customers are looking for and where the market is headed. Establish departments that will be responsible for social media customer service.
Provide a section for complaints that customer's may respond to and provide feedback.
Respond as quickly as possible to complaints. Almost half of all 18-34 year-olds expect a response within 12 hours on a company's social media site.
Use instant messenger to engage customers during their visit to your website to assist with information and sales. Connect with entire company to create a culture of communication and connectedness.
Utilize company intranets and corporate wiki's to create knowledge bases and easily referenced real-time best practices.
Collaborate anytime, decreasing inefficiency Where is Social Media headed? Virtually Unlimited Connectivity
Virtually Unlimited Communication
Virtually Unlimited Real-Time Access to Information The Problem:
Outgrew website, had minimal digital presence The Goals:
Increase Company's engagement in online community
Increase foot traffic and in-store purchases
Increase number of potential franchises Plan in Action
Created new comprehensive website with several new features including:
Restaurant location search
Creation of loyalt program
Facebook "like" embedded in page
Individual restaurant pages within main site
Google map
Slice trivia
Full social media integratioin
Online job application feature where applications can apply by location
Franchisee section
Created mobile site with online ordering capability
Launched PR campaigns
Created and maintained 32 active locations on Google Places The Results
Increased total traffic 206% since launch date
Increased page views by 200%
Ranked first on Google and other search engines for over 20 keyword combinations of "pizza + location"
Re-captured 46,174 mobile visits previously lost by creation of mobile website version.
Created facebook campaign that led to over 9,000 targeted, local fans.
Created organic e-mail marketing list from scratch to include over 3,000 local customers interested in ongoing news and promotions. A Case Study Business uses of Social Media By: Joshua Spencer & Justin De Armond Myth:
You have to be on every social network

Why it's perpetuated:
When no one knows what they're supposed to do, they feel the need to do everything.

Action Plan:
Focus your efforts
Visit different social media sites and search keywords regarding your business.
Determine if resulting pages have customers that are a part of your target market. If so, interact with them. If not, don't Myth:
Social media will replace real-life networking
Why it's perpetuated:
Rational that the more time people spend on social networking, the less time they spend talking to each other.
Action Plan:
People still crave face-to-face communication. Get out and meet them, and use social media to help you do it. Myth:
Social media can replace your website

Why it's perpetuated:
Social media is still a new shiny red apple. It isn't going anywhere, but neither are web sites.

Action Plan:
Email remains one of the most powerful ways to prospect for business.
Although you can capture email addresses on social media networks, it's a lot easier to add a form at multiple locations on your website. Myth:
You can't measure your return on investment in social media

Why it's perpetuated:
Most social media experts know how to use social networks to socialize, but don't know how to turn socializing into cash flow.

Action Plan:
Track user activity using analytics software: where they're coming from, actions they took on your website and calculate the value of that activity. THE END! Links Definitions:
http://webtrends.about.com/od/web20/a/social-media.htm
http://en.wikipedia.org/wiki/Social_media
http://www.merriam-webster.com/dictionary/social%20media
http://www.webopedia.com/TERM/S/social_media.html
http://oxforddictionaries.com/definition/english/social%2Bmedia
History:
http://www.uncp.edu/home/acurtis/NewMedia/SocialMedia/SocialMediaHistory.html
Advantages & Disadvantages
e.http://www.shrm.org/TemplatesTools/hrqa/Pages/socialnetworkingsitespolicy.aspx
Current State of Social Media
http://hbr.org/web/slideshows/social-media-what-most-companies-dont-know/2-slide
Marketing
http://searchenginewatch.com/article/2256409/The-Marketers-Guide-to-Social-Media-at-SES-New-York-SESNY
http://theglobalbusinessadvisor.com/tips-for-increasing-sales-with-social-media-p167-121.htm
http://www.ibm.com/social-business/us/en/index.html
http://www.wordstream.com/social-media-marketing
Customer Service:
http://www.brandwatch.com/2012/03/how-to-use-social-media-for-customer-service/
Human Resources
Slide Youtube Video
Innovation
http://www.wordstream.com/social-media-marketing
Case Studyhttp://www.marketingzen.com/case-studies/sals-pizza/ http://www.forbes.com/sites/nealrodriguez/2011/08/
Myths
10/ten-myths-about-social-networking-for-business/2/
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