social media workshop - coaches

thinktank mediasocial media | digital | website design

Coach Propulsion ProgramSocial Media Intensive Workshop April 2010


Social Media

- Why?

- What?

- How?

Social: - Interaction, Conversation, Connection, Relationships.

Media: - Tools you use to connect. Video, Pictures, Text, Audio.

Examples of popular SM platforms - Twitter, Facebook, Linkedin,

Blog (wordpress), Flickr, Youtube, Foursquare.


Stats - April 22nd 20101. 70% of Australian companies are active on social media sites

2. More than a quarter have Facebook presence

3. More than half of the organisations had switched money away

from traditional media to fund social media

4. Most of this money (47%) was shifted away from print media

5. About 30 %of businesses had not measured the effectiveness of

their on-line marketing


This is a way we have always done business

however now it’s quicker and on a larger scale.

Word of mouth - networking - trust


How does it work- Word of mouth that start on social networks

- It’s not who you know anymore…it’s who knows you!

- Connections

- Relationships

- Sharing

- Trust


Mates are now the hottest marketing channel- We don’t care about your ad. We care about what our mates think!

- Facebook, Twitter, Foursquare, conversation, opinions,sharing.


Some Benefits of Social Media- Generate exposure for your business

- New business partnerships

- Generate quality leads

- Reduce overall marketing expenses


Help you rise in the search engine ranking


Commonly used social media tools

By a long shot, twitter, facebook, linkedin and blogs were the top four

social media tools used by marketers, with Twitter leading the pack

by only a hair. All of the other social media tools paled in comparison

to these top four.

It should be noted that in 2009, facebook was in fourth place at 77%

and blogs were in second place at 79%. It would appear that blogs,

while still popular, are used less and Facebook in clearly growing.


Social Media Qualities- Authentic

- Trustworthy

- Shares quality information

- Engaging

- Build relationships

- Shows to remember

- Cares

- Enthusiastic with substance

Who do you know that matches many of these qualities?

Creative is also a social media quality


Social Media Etiquette- The purpose of these sites is to network, not to promote in a

one-way fashion. Participating in these social networks needs to

promotion of yourself and your services.

- Be Balanced in your messages


“A brand isn’t a brand to you until it

develops an emotional connection

with you.”


Personal brandingYou are a brand, a mixture of interactions and feelings! When

people see, hear and experience you they are experiencing a

brand of you too! Just like Roger Federer is a brand…you are too!


Gary Vaynerchuk

A good example of someone who uses personal

branding to get attention for his business


Personal Branding - 8 steps- Be everywhere - social networks

- Be social - honest, authentic, REAL

- Be yourself

- Be a giver as well as a taker. Care!

- Be searchable - Google

- Niche yourself

- Own your own domain, www.sammutimer.com


Be different - stand out from the rest


Capture the moment


Match em up! PB Game- Match each personal brand with the most likely brand they would

choose.

- Queen, Paris Hilton, David Beckham, Kevin Rudd

- BMW, Ferrari, Porsche, Mercedes, Audi, Rolls Royce


Who are you?- What does your personal brand stand for?

- What does it give your clients?

- How are you different from your competitors?

- Why should someone come to you?

- Describe yourself in 3 words.


A welcome video - let’s film!

Name, Business name and what need you fill


What are people saying about you/your service?

Search tools:

Twitter - www.search.twitter.com

Social Mention - www.socialmention.com


How to use Google Alerts

- Identify what you’re searching for – “sam mutimer + thinktank media”

- Use the (+) to link things

- Use (“ )to search”


Great place to start!- Set up google alerts for:

- Your name, nickname and your blog’s name “sam mutimer”

- Track incoming links to your site - link: www.yourdomain.com

- Set up an alert that focuses on the keywords you want to rank for,

see who’s your competition. always use ( “) “social media speaking

events”


Social Mention is a social media search and analysis platform that

aggregates user generated content from across the universe into a

single stream of information.


Why Twitter?- Marketing and Communication.

worked the platform well.

- Great place to connect-build up

- Exposure, Interaction,

Connection,Relationships

- Business networking

- Word of mouth

Joint Ventures, Partnerships

- Ideas, creativity

- Instant Google helper ;;-)

- Breaking news

- Story telling


What is Twitter- Micro blogging

- 140 characters or less

- Real time conversation

- Networking hub

- Word of mouth on speed!

- Sharing and discovery site

thinktank mediasocial media | digital | website design A visual guide to twitter


4 ways to Communicate on Twitter- Tweet, sharing an update with your followers

choose to. @sammutimer

- RT, Retweet – sharing another persons tweet with your follow base.

Can go viral.

to their tweet mail and email inbox


Tweets per day rising every year


Twitter - The How to- Set up an account - www.twitter.com

- Bio, How to write a catchy bio

- Picture, What picture to use

- Personality, Be yourself

- Branding


Twitter Applications, For a more effective use of twitter.

- Tweetdeck, download application to computer iphone smartphone

- Groups, Lists, Stats, Search

- Cross posting, be careful not to cross post all the time.


There are multiple ways to search

for people on twitter


Finding people on twitter

the following criteria:

- Have tweeted about your industry or cause

- Are regional to you

- Have mentioned your interest in their bio

- Your workshop leader @sammutimer @nataliegiddings and myself

@jaymcc


- Your competition

- Generally I would recommend not following friends and family on

your work account, create a second account for your personal life

making it easy to “stay on message” with twitter

By Jay MacCormack, @jaymcc


Search tools

- Twitter search, www.search.twitter.com

- Tweet ups list (local), eg. @tweetupmellers

to follow


Bit.ly- URL shortener used on twitter due to limitation on characters.

- Records stats, How many people clicked the link, where were they

from, what day did they click it, conversation on twitter using that link,

referrers of that link.

- www.bit.ly, you can synch this up with tweetdeck


What is a Blog?

- An online journal, your business personality

- A website

- Home base - connects the social networking sites and your website

together.

- A place to create quality content that your target market will enjoy

and hopefully share

- A place to engage and build up trust

- A place to share and connect

- Niches works best


Blogging platforms- Wordpress - www.wordpress.com

- Blogger - www.blogger.com

- Smaller blogging sites (great for quick posts)

- Larger than a status update, shorter than a blog post – check these

two out!

- Posterous - www.posterous.com

- Tumblr - www.tumblr.com


Wordpress is one of the biggest blogging platform at the moment.


Write your blog bio- Firstly consider why you are blogging, what are your goals?

- What will your readers expect to gain from this blog?

- Who are you?

- How can they get the best from you?


How to blog- Tell stories

- Give away your knowledge (yet not all of it) ;;-)

- Lists and “how to’s” are great grabbers

- Debate a popular member of your community, or take the opposing

- point of view on a current topic.


Interview people in your industry/clients


Write great headlines- Follow through on the promise of your headline

- Tell your audience what’s in it for them

- Link with other blogs to share your view

- Include quality images

- Leave last sentence with an opening question

- Add video when necessary


Identify Goals - Step 1- What is the purpose of your blog?

- What will it focus on?

- How many posts will you commit to a week?

- Who do you want to attract?

- Do you want to build a list?

- Do you want advertising space on your blog?

- Will you softly sell your products from this space?

- Will it be used as lead generation?


Build posts based on listening - what is

trending/what is community talking about?Listen - Step 2


What is the #1 reason people buy?

TRUST


Prepare - Step 3

- Notice what is getting attention


Know your audience - key to what you prepare.


Search the trends- Bullet point a list to search and begin by researching if any top

bloggers are talking about this.

- Great places to search – technorati, del.icio.us, Google Blogsearch,

social mention.


Build a community - Step 4

blogs where target market hang out. see

- Be transparent, authentic, REAL!

- Be niched

- Have an opt in on your blog


Contribute – Quality information


Compose your first blog post- Refresh yourself and look back at your goals

- What will your target market want to read? How do you know this?

- Incorporate video

- Catchy heading

- End with an open question


Facebook- Over 400 million users

- Treat this space like your website…it’s probably more powerful.


Facebook was australia’s best visited

social media website of 2009


Set up a fanpage

Create a vanity URL - must have 25 fans/likes


YouTube- 2nd biggest search engine in the world

- Video testimonials

- Interviews

- Speaking gigs

- How to’s

- Video blogging

- Write down 2 things you will do to incorporate video into your

business.

- Explaining competition details

- Brand yourself


Small business case study- Caroline Serviced Apartments, 3 months

- Increase in facebook fans 242

- Increase in twitter followers 345

- Sales from twitter 5

- Sales from facebook 3

- Increase in blog subscribers 43

- Bloggers writing about this – 13

- Exposure


Campaign ideas


Social Media Strategy- What is a Strategy? An Action Plan

- Roadmap from A to B


Why have a strategy?- Lessen Impact

- Mixed Messages

- Procrastination

- Time Suck

- Compromise return on investment (ROI)

- Social media marketing is a key driver in brand awareness, sales &

lead generation but you must.

- Have a strategy


Make sure you have a strategy


Indentify a Social Media Plan- Objective

- Your unique value proposition

- Target Audience

- Action Plan

- Measure & Monitor


Objective, Business Goals- Before you get started, think about your business goals. Common

ones are:

- Brand Awareness?

- Sales?

- Engagement?

- Connect with current & potential customers?

- Create a community around your business?

- Promote other content you create (e.g. Webinars, blog articles, etc)?


Position yourself as an expert


What is your unique value proposition? - The thing that makes you unique. Just simply copying what your

competitors is doing leads to nowhere.


Target Audience: Average age, gender, demographic, lifestyle etc


A few observations:- The average social network user is 37 years old.

- LinkedIn, with its business focus, has a predictably high average

user age;; 44.

- The average Twitter user is 39 years old.

- The average MySpace user is 31 years old.

- Bebo has by far the youngest users, as witnessed earlier, with an

Source: Google Ad Planner US data sited March 2010


The Nitty Gritty - Action Plan - What are the everyday, every week & every month activities you

need to do to reach these goals?


Make sure you have an action plan


Sample Action Plan - Per Month

- Meet Two New People on Twitter In my Target Marketing (15 Mins

Per Day, Max)

- Listen, Set Up Google Alerts

- Update Facebook FanPage – Every 3-5 Days with best article,

latest blog post, question to audience

- Run a campaign to encourage newsletter sign ups or new friends

on Facebook with a Giveaway

- 4 Blog Posts Per Month


- 1 Podcasts, Free Download, Own Radio Channel

- 1 Video Testimonial – You Tube – Third Party Advocates Rock!

- 1 The “How-To” Article or List

- Present a Theory or Argument


Every other month- Create a Resource like a free report, whitepaper or e-course

White Paper

- Organise an Event

- Be Consistent!


Measure & Analysis- Metrics to try:

- Engagement: RT, Comments, Likes, interactions, comments, etc.

- Sales Enquires:

- Top Refers-Which sites are they coming from

spend.


Don’t forget to monitor


Where from here?- If you are keen to adopt a social media presence for your business

then possible next steps:

- Outline a basic strategy

- Set up a blog

- Utilise video platforms

- Twitter, Facebook, Linkedin, Most popular

- Flickr, all photos

- Benchmark, monitor and measure success


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