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Understanding Social Media

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Matt Dahlstrom

on 20 November 2013

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Transcript of Understanding Social Media

Understanding Social Media
The Evolving Beer Industry
Matt Dahlstrom
Facebook is the world's most popular social networking website.

It's a way for friends, families, commercial and industry to stay connected.

Over 1 Billion users connect on Facebook.

People share information, stories, photos, questions, likes and dislikes.

Has become the trusted friend...
Using Facebook
According to Socially Stacked, 42% of fans "Like" a page in order to get something free or discounted.

Coupon based campaigns receive the highest engagement rates of any Facebook promotion.

Fans = Customer? No! Fans are simply saying they like you or your product.
So how do I use Facebook to grow my business?
what you want to know:
You:
25 million users
YOU:
1. Where can I get the most return for my investment?
2. What is the best way to communicate to my consumer?
My customer?
My supplier?
3. What should I do immediately?
What is Social Media
A way for people to share, create, and exchange information and ideas in virtual communities and networks.

Social Media Timeline
Why is Social Media important?
Who uses Social Media?
LinkedIn is a social networking website for professionals.
Boasts more than 225 Million users in over 200 countries.
Used primarily for networking, connecting and job searching
Twitter is a "microblogging" service that allows users to send an read text-based messages up to only 140 characters - known as "Tweets"
Over 500 million people use Twitter daily!
An estimated 1.6 billion Tweets are sent daily!
Why should I use Twitter to grow my business?
1. It's a great megaphone
2. It's a great branding tool
3. It is THE networking tool of the young
4. It is the best tool available to stay connected to your customers
1. Have a strategy & stick to it
2. Create a page for your business/brands.
3. Set up a "Fan Page"
4. Link your Fan Page to everything - especially Twitter.
5. Use photos, images and lots of fun stuff.
6. Update constantly - daily.
7. Make friends!
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4. How do I measure my Social Media ROI?
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You're not alone: 88% of companies feel "they cannot accurately measure the effectiveness of their social media campaigns."
Utilize Facebook's CONVERSION MEASUREMENT tool. Allows advertisers to record the behavior of those who click on any ad.
Use OptimizedCPM, which ensure you're targeting the right people on Facebook.

Try GoogleANALYTICS to create social reports that measure the impact of metrics you provide.
Utilize a Social Media marketing firm or agency
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343 million users
Connects people based on similar interests by creating communities
Great for targeting a specific audience as people "opt-in" to you and your brand
SmartRecruiters is a social hiring network that combines recruiting software with on-demand hiring services like Monster, Career Builder, and Craigslist.

Connects to YOUR Twitter, Facebook and LinkedIn accounts - automatically.
Chequed.com
Predictive talent assessment tool
Allows you to assess candidates before you even interview them.
Provides you with a ranked order of candidates based on results of assessment to find the best FIT for the job.
Why should I use Social Media?
Social Media Timeline
1. Create a persona
2. Determine your best way to connect with your customers
3. Build a relationship with them
4. Engage in a conversation

Social Media Timeline
Dec. 28, 2012
Social Media Timeline
1. Social Media is One-Sided
2. You can do it all in-house
3. It takes a lot of time
4. It will replace your website
5. You can't measure your return
6. You should be on every Social Network
Social Media allows for "Permission Marketing" to occur. When marketers obtain permission to communicate, sell and market to buyers.
Myths:
Manage all your social networks on one site
Schedule messages and tweets
Track brand message
Analyze Social Media traffic
Use the right Social Media tool for the right outcome
Prioritize: Create a strategy based on what is most important to you - and choose your Social media tool accordingly. Do NOT try to be everything to everyone.
Have a plan:
Use LinkedIn for communicating to your Retailers and help find new, potential employees
Use Facebook for your "Business Message"
Invite your contact list to like you too
Start with Facebook. Create a profile about your company so people can find you and your brands.
Start talking
Use a Hashtag # - it organizes conversations
Choose a Twitter name and profile & start following people
Get your employees involved
Launch a LinkedIn Group focused on similar interests (wholesalers, small business owners, etc.)
Build a very robust business page for your company
Use Twitter to communicate to your Consumers
How do I use Social Media to find & keep my next great employee?

89% of young adults use social media to find a job
Majority of job networking happens on LinkedIn
Today there are over 25 networking sites on LinkedIn specific to beer and beer jobs
Backed by the biggest name in search
Like your own page
Share stuff
Connect with key influencers
Go mobile
Add value
Create some targeted advertising
Monitor, track and adjust
What if I hire an outside agency?
There are thousands of agencies who are equiped at helping you with your SM
Today there are over 25 networking sites on LinkedIn specific to beer and beer jobs
SmartRecruiters is a social hiring tool that combines recruiting software with on-demand hiring services like Monster, Career Builder, and Craigslist.
Chequed.com
Predictive talent assessment tool
Allows you to assess candidates before you even interview them.
Provides you with a ranked order of candidates based on results of assessment to find the best FIT for the job.

1. Don't Over Think It
Who's Doing it Well?
2. Know your Audience
3. Be Consistent
Who else is doing it well?
Winning formula
1. Localized
2. Exclusive
3. Retail driven
4. Partnered with supplier
@PabstBlueRibbon
Encompass Technologies
Sales training the moment you need it
Over 70 BEER SPECIFIC sales lessons
Built into the Encompass Mobile app already
"Packaged" social media management from 900$ - $4,000 specifically for beer wholesalers
Full transcript