Jason ElkinsManaging Partner

Transparent Social Media

Custom Facebook Fan Pages◦Welcome Tabs, Apps, Internal Navigation

Strategy ◦Sell Products, Lead Capture, Branding, Promotion

Support◦Status Updates, Feature Explanation/Direction

Education ◦Classes – Open vs. Closed, Monthly Support

What are Different Social Media Mediums? (Assessment based on goals)

Why businesses should get involved

Incorporate mediums to generate leads and awareness for your brand.

Learn tips to stay connected with potential leads and customers.

Setup Twitter and Fan Page Account if Necessary

BASIC MARKETING Anyone Can Become The Authority in Their Field People Want Someone to Follow

Facebook (MySpace, Friendster, etc.) Twitter - microblogging YouTube – video sharing LinkedIn – professional networking FourSquare – check-in Flickr - photo-sharing sites Quora – Q&A services Wikipedia – Collaborative information Yelp - Reviews

Go where the customers are.

Consumers are diversifying, and your messages need to do the same to ensure you hit as many potential consumers as possible.

Content varieties are changing, shifting toward more engaging types like video and interactive elements.

Consumers are lazy… make it easy for them.

Free.

In many cases, if you don’t move into social media—where the customers are hanging out—you will lose relevance.

1. An organization’s social media program doesn’t have to focus on generating positive ROI, but it can.

2. An organization’s social media program can (and should) serve more than one purpose.

3. Whether a Social Media program should generate positive ROI is really up to the organization’s leadership.

PR

Branding

Customer Service

Special Promotions and Sales

You will never fully scale your operation by just adding a headcount to a central social media team. You scale more smartly when you enlist your existing employee population to listen and engage on behalf of the brand.

- @RichardatDELL

“”

Social media isn’t a department or a function. In order to yield the best results (whatever they may be, based on the organization’s needs) it must be a fully-integrated competency deployed across every department in an organization.

- Olivier BlanchardThe Brand Blog

“”

Conversation

Engagement

Full Integration of Social Media Across the Entire Company

Definition: Enables users to send, read, and respond directly to “tweets”—micro messages 140 characters or less. Users connect via the web, mobile devices, or even third-party apps.

Quick Stat: Over 100 million users worldwide, with 65 million Tweets per day.

Business Uses: Connect, share, discuss, and interact with your customers. Push updates directly to them. (Gee, where have I heard that before?)

Examples for business: Q’doba trivia, Predators

Examples for users: Nashville Flood, snowstorm, real-time news (TDOT)

Competitors: Tumblr, Google Buzz

• Definition: YouTube is a video-sharing website on which users can upload, share, and view videos, created by three former PayPal employees in February 2005

• Quick Stats: • Over 2 billion video views per day• Over 35 hours of footage uploaded every minute.• Google is the most-searched site in the world. YouTube is second.• Search engines are starting to weight video • Video is the most popular action for customers upon hitting your

landing page for the first time.• Soon enough, if you don’t have video, you won’t matter.• Doesn’t even have to be video you created.

• Business Uses: Connect, share, converse, and interact with your customers. Entertain. Push updates directly to them. Video is more engaging than text content. YouTube eats the bandwidth and you still get to put the clip on your site.

• Examples for business: Will It Blend, TPS Film Studio, Winnipeg Humane Society Kitty Midnight Madness Sale

• Competitors: Vimeo, Daily Motion, a host of others

Definition: Professional social networking site that takes the 6-Degrees-Of-Separation approach.

Quick Stats: 90 million registered users from over 200 countries. Adds a new member every second.

Business Uses: Partnerships, employees

Examples for Business: One of our clients found a Flash developer through LinkedIn network just by asking for an introduction

Competitors: Viadeo, Gist, Xing

Definition: Location-based social network that uses GPS to communicate users’ locations to their friends. Check-in at various locations around town and earn titles (mayor) and rewards (discounts).

Quick Stats: 6 million registered users

Business Uses: Claim your venue (free), create a special, roll the FourSquare element into existing marketing.

Examples: Paxti’s Pizza in San Francisco, which rewards each of their four locations’ FourSquare mayors a free pizza every week.

Competitors: Facebook’s own location service, SCVNGR

Definition: Image hosting service with networking, sharing, and community features built in.

Quick Stats: currently hosting over 5 billion images

Business Uses: host photos for your blog or website to use, slick slideshow function for easy embedding, show off your work. Photos, like video, are a richer content variety that engages visitors more than text.

Examples for Business: handyman/remodeling photos, Pedal Train User Photos

Competitors: Photobucket, Snapfish, ImageShack

Definition: Online knowledge market that lets users ask and answer questions (and collaborate), and vote on the best answers.

Quick Stats: Launched in 2009, Quora has not publicly disclosed the number of users the service has.

Business Uses: Still developing. Likely related to authority on a topic.

Examples for Business: For instance, a contractor might wish to have his answers voted the best for a lot of questions so he’s seen as the main authority and his business grows.

Competitors: Stack Overflow, Facebook’s own Q&A service

Definition: A free, web-based collaborative encyclopedia supported by a nonprofit organization.

Quick Stats: Over 3.5 million articles in English, over 300,000 editors.

Business Uses: Businesses are allowed to have a Wikipedia entry about their business, but there are strict guidelines against marketing language and biased information.

Examples for Business: Not much more than creating an entry for your business or becoming an editor and focusing on a particular topic or industry to gain authority.

Competitors: Google’s Knol, not much else

Definition: Online clearinghouse for customer reviews of businesses.

Quick Stats: 39 million unique visitors per month.

Business Uses: These reviews show up in search results frequently. Businesses don’t always have a chance to respond, but some do.

Examples for Business: Some businesses offer rewards to customers that leave reviews, though many review services specifically prohibit this behavior.

Competitors: Google Places, Urban Spoon (+app)

Definition: Online service that focuses on building and reflecting social relationships between people with common interests or histories.

Quick Stat: Over 500 million users worldwide

Business Uses: Connect, share, converse, and interact with your customers. Push updates directly to them.

Example: The Nothing

Competitors: MySpace, Friendster, Disapora

Facebook Video: http://vimeo.com/20198465

Stats: http://www.facebook.com/press/info.php?statistics

More than 500 million active users

50% of our active users log on to Facebook in any given day

Average user has 130 friends

People spend over 700 billion minutes per month on Facebook

Why Facebook?

Facebook Algorithm = How Facebook Works

Activity = Engagement

Setting the pace for how we will interact online long-term

Old Paradigm vs. New Paradigm

How to interact on Facebook effectively

The Party

Lumberjacks and Chainsaws

Bull Horn Guy

Old Paradigm Folks Use Internet Like This:

◦Controlled Mediums

◦One-Directional

◦Corporate

◦Distant

New Paradigm Folks Use Internet Like This:

◦Transparent

◦Informal

◦Collaborative

◦Conversational

New Paradigm Folks Use Internet Like This ◦Transparent

Tell People What You are Working on Talk about real life

Prosonal – Bill Seaver-ism Professional and Personal

What to Say? Use the {Status5P} Technique

Projects (what are you working on) Pictures (what are your ‘tools’) People (who are you working with) Places (where are you, who’s with

you) Pose a Question (ask ask ask)

Lead

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6038 Comments

6117 Comments

Promote Your FRIENDS!!!!! First Date Questions (Brandon Frazier) Testimonials Contests Fan of the Week Donations Give Away

Consistency is as important as Engagement!

Regularly Often Grid 1 Post Monday/Wednesday/Friday vs. 3 on

Thursday

Tagging is an Art Form

◦ Tag Friends/Photos◦ Tag Locations if they have a page◦ Tag People – 8000 Rule

Blogging Inside of Facebook

◦ Tag Friends – 11 to Watch in 2011◦ What’s the Purpose to Blogging on

Facebook?

Events

Upcoming Projects

New Products/Services◦ Pre – During – Post (3 Posts)

Always:

Change main picture in the left corner of your Fan Page to a person, not a logo.

Always respond to someone posting on your wall as soon as possible “nice picture.” or “thanks for mentioning me.”

Always be ‘Prosonal’

Always engage, (don’t take breaks on your status update frequency) rarely ‘sell’ and continue to reinforce your brand.

Never Never respond to an angry Fan with snide

comments (treat them like you would if they called in).

Never JUST talk about your business. Never be afraid to post SOMETHING. What you

would consider mundane, people may find interesting.

Custom Pages ◦ Capture leads (DING DING DING)◦ Sell items on Facebook◦ Promote your services◦ Capture E-Mails◦ Schedule Services◦ Display Videos◦ Embed PayPal◦ Embed Messages, Podcasts, Sermons◦ Embed a book or chapter◦ Embed Downloadable Items (Papers, Pamphlets, Photos)◦ Redemption Programs

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My Twitter Profile

Custom Twitter Profile

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126% increase in New Page Likes

18% increase in total Page Likes

Over 671,000 gross impressions (an increase of 93% over the previous month)

Over 5,900 total page interactions.

Over 900 total consumer commitments to buy the product (before it is available) totaling over $185,000 of gross sales

550 fans in 28 days and Didn’t just ask people on his personal

page to jump over… In fact: Only 72 are friends from personal page. Custom Page Printed Cards Tied to a Cause Visited Cause Tweeted about it Got ReTweeted

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Detail Detail Detail

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Interact with your audience – don’t just tell facts!

If it is a business I would give a referral to Business I frequent. Because I know someone For a business - because I'm interested in their 'deals.‘ A product or service that is valuable ***FRIEND suggested also. Do not look for them on my

own. Believe in their ‘cause’.

Regular Negative Updates Trash Talk (Foul Language) Complaining Political/Religion Spammer (all about me) Over Posting Any of the Below:

◦ Spamming my wall with their crap.◦ Tagging me in their 2011 Calendar.◦ Creepy profile picture.◦ Logo as their picture.◦ Complaining about their life/job all the time.

Personal Posting DownfallsExample: My son’s surgery and blogging

Doesn’t End (Scene from the Social Network)

Upset Clients

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Frequency – Remember Facebook is About Activity and Engagement

Type of Updates

Tools ◦Tagging◦Photos◦Videos◦Notes◦Promote Your Friends◦3 to 1 Ratio For Business◦Customized Pages

Questions?

www.transparentsocialmedia.com/tnccc

Homework◦ Decide What Platform You Will Utilize◦ Twitter: Make 40-50 Tweets Per Month◦ Facebook: Utilize {Status 5P} and make 1 Update

Per Day – Total of 20 First Month◦ LinkedIn: Fill Out Complete Profile◦ YouTube – Record and Upload 1 Video Per Week for

1 Month

www.transparentsocialmedia.com/tnccc

Jason ElkinsManaging Partner

Transparent Social Media