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Social Media

asses the best platform to use for each business need
by

Futurpreneur Canada

on 22 January 2014

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Transcript of Social Media

A high page ranking
To find it quickly and easily on their
computer or smartphone

CUSTOMERS IN NEED OF A
PRODUCT OR SERVICE WANT:
FOR BUSINESSES THIS REQUIRES:
There are many social media channels an entrepreneur can use. We're going to introduce you to the most commonly used.
FACEBOOK
Is about getting referrals.
PROPOSED SOLUTION
Marie can walk Bill through each key social media site and determine exactly how each may benefit Bill.

Bill himself can join LinkedIn and be working to build his network
of contacts.

Marie can discuss each of these questions with Bill to help him build his initial social media plan:

1. Are you in the same space as prospective customers?
2. Are you reaching them in a way that resonates with them?
3. Is your content about selling? It shouldn't be.
4. Are you looking at inbound & outbound lead generation?
5. Is your content simple & manageable?
6. How much time do you want to spend on social media?

KEY LEARNING
Social media is about connecting with people; it is not about
hard selling.

The entrepreneur will require time to engage potential customers
in conversation. This means listening to what they are saying
and having a plan.

Each social media site has different strengths and weaknesses. Encourage the entrepreneur to be selective and use the platforms
that are most relevant to their business and their customers.

The entrepreneur needs to develop a cohesive social media strategy.

SCENARIO
Bill (entrepreneur) has just started his company selling a line
of high-end teas.

Bill is enthusiastic and thinks being on all social media will push
his sales.

Marie (mentor) is considering the feedback she should give Bill.

Looking at the top social media options – which ones
are most relevant to the product or service and location
of the entrepreneur's business?

Is the entrepreneur's business engaging fans and
potential customers?

How is the entrepreneur strategizing their use of social media so that their time and effort spent on social media eventually converts to sales?

Social media refers to the tools with which people create, share, and exchange information and ideas
in virtual communities and networks. (
Source: Wikipedia Aug 2 2013
)

Not sure of the importance of social media? Watch Eric Qualman's 2013 video to hear his perspective.

Social media is necessary to deliver on all of these.
YOUTUBE
Is about creating
a deeper connection.
TWITTER
Is about conversations.
PINTEREST, FLICKR,
Are about pictures and video.
GOOGLE+
Is about being active with Google.
LINKEDIN
Is about networking.
Most people using a search engine such as Google, do not review search results past the first page. If your entrepreneur's business
isn't on the first page, they are less likely to be viewed.

Page ranking is based on keywords people type into the search engine and how people interact with the content. A business becomes more relevant to the search engine when:

It belongs to other websites that do a lot of advertising like: directories, news sites, LinkedIn, Twitter, Facebook and YouTube;

People click on a search result to visit the website;

Social Proof and Social Bookmarking are also important.

HIGH PAGE RANKING
People tend to watch and listen to people they like or find credible.

SOCIAL PROOF
Social bookmarking is when your entrepreneur’s company gets
a new fan on Facebook, a new subscriber on YouTube, or a mention on Twitter – to name a few.

The more places there are to interact with web content about your entrepreneur’s business, the more opportunity for interaction with prospective customers.

And in turn, when people interact with business content on the web, it is picked up by a search engine and this will improve its page ranking.

SOCIAL BOOKMARKING
HOW IT WORKS – CONVERSATIONS
TWITTER
INBOUND
MARKETING ACTIVITIES
OUTBOUND
MARKETING ACTIVITIES
ENTREPRENEUR'S COMPANY
ON TWITTER
HOW IT WORKS – REFERRALS
FACEBOOK
For a quick description go to:
http://www.twitter.com/about
For a quick description go to:
http://www.facebook.com/help/174987089221178
The goal is to engage people with the company Facebook page to spread by word-of-mouth.
HOW IT WORKS – DEEPER CONNECTIONS
YOUTUBE
For a quick description go to:
http://www.youtube.com/yt/about
YouTube can be used effectively to show people something complex.

It is a free video hosting service and the second most popular search engine. Anyone can upload a video and create their own channel to showcase a collection of content.

Video appeals to all three ways people learn – tactile, audio
and visual.

If the entrepreneur's product or service is complex, a clearer message about it can be conveyed in video format.

All videos should be tagged with keywords.


HOW IT WORKS – NETWORKING
LINKEDIN
For a quick description go to:
http://help.linkedin.com/app/answers/detail/a_id/45
LinkedIn is where all the movers and shakers go for professional networking and prospecting. It is usually within the top five Google search results for an individual.

Your entrepreneur can use it to provide a complete personal resume
to lend credibility to their personal brand and to that of their company.

POSTING TO PERSONAL NEWS FEEDS WILL:
Drive traffic to his or her website
Help develop a credible reputation
Encourage other connections to network with the entrepreneur

LinkedIn also has company pages that can be used to highlight a company’s products and services.
& INSTAGRAM
OFFERS THE FOLLOWING FOR BUSINESSES:
GOOGLE+
ENTREPRENEUR'S COMPANY ON GOOGLE+
Integrated messaging
Live video/ audio chat
Picture sharing
Linked to Google Maps
Connected to YouTube
Manage Facebook & Twitter through Google Chrome

For a brief overview of Google+ for business go to:
http://www.google.com/+/business
HOW THEY WORK
Source:
http://blog.ubervu.com/infographic-to-be-or-not-to-be-brands-biggest-social-business-question-full-reveal.html
If the entrepreneur's product or service can be communicated
in a photograph, there's an increased chance people will connect to it, share it and comment on it, building the company's credibility and relevance. What sets them apart?

B2B
Facebook for the business market is less relevant and therefore may be less of a priority.

Think about the decision makers at the business the entrepreneur is targeting. Would they be likely to be looking for the product/service on Facebook?


B2C
Each time someone “likes” the page or a post on the page, it shows up to all their Facebook friends. More followers and "likes" will mean the company's products/services become more relevant and credible which increase the likelihood the page will be found by search engines.


INSTAGRAM
PINTEREST
Is connected to Facebook because of this content here generates a high number of likes and comments.


Pinterest buyers spend more money, more often and on more items than the other top five social media sites.


FLICKR
Each photo can be tagged with keywords/phrases. It is heavily indexed by Google's image search.


https://cybf.wufoo.com/forms/zv02ndm0fb9ndt/
Take our survey and help us get better:
IN PARTNERSHIP WITH:
Friends/family to refer them
The product/service to be credible

Social proof
Social bookmarking

Someone refers restaurant
You go to restaurant
Restaurant is more credible
Through social proof recommendations, restaurant gains more visibility via search engines.
EXAMPLE
Creative, helpful conversations that generate interest and motivate more people to join
in and follow the business.
Find leads by searching for words/phrases that people are using on Twitter and that are key to the company so people can join their conversation.

It’s where more people and businesses can be found and where they are spending more time.
"Social media is playing a major role in increasing brand awareness, connecting with customers and finding new clients. Canadian businesses, regardless of their size, should learn more about social media and start developing their online presence"
- Michel Bergeron, Senior Vice President,
Marketing and Public Affairs, BDC
POTENTIAL CLIENTS ARE
ALREADY ENGAGED AND USING IT
COMPETITORS ARE ALREADY
THERE TRYING TO BUILD THEIR BRAND
WHY IS IT RELEVANT?
POTENTIAL CLIENTS
Sounce:
http://www.newmediatrendwatch.com/markets-by-country/11-long-haul/45-canada?showall=1
Nearly half of online Canadians (45%) are now visiting a social networking site at least once a week, and 30% visit daily, which compares to 35% who were visiting weekly, and 19% who were visiting daily this time last year.
WHY IS IT RELEVANT?
BUSINESSES
Sounce:
http://newsroom.bmo.com/press-releases/bmo-report-use-of-social-media-among-canada-s-sma-tsx-bmo-201310250906689001
The majority of small business owners
(57 per cent) use social media – up from
40 per cent in 2012

Half of all businesses (46 per cent) use
social media to promote their company's brand, while 38 per cent use them to sell their products and services
Full transcript