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Using Social Media To

Grow Your Business

Presented by:

creative | social media | strategy

Presented By Spreenkler, LLC.


Welcome!

Russ Roberts
Manager of WCTC Small Business Center

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creative | social media | strategy
Welcome!

Steve Glynn
President
Spreenkler, LLC

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creative | social media | strategy
What is social media?

The basic ideas of social media are listening,


conversation and stakeholders creating
their own experience with your organization.

- Beth Kanter, trainer, blogger and consultant

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creative | social media | strategy
Social media’s impact.

620,359 2,379,102
217,811 833,161
4,603 112,474
28,419 114,559
no profile 7,148
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creative | social media | strategy
Speakers

• Blogging and Micro-Blogging: Tim Cigelske

• Online Content Sharing: Esther Brady

• Integrating New & Traditional Media: Cd Vann

• Customer Community Building: Steve Glynn

• Maximizing the Online Experience: Pat McKenna

• Impact on Business Processes: Dave Kragenbrink

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creative | social media | strategy
Blogging and Micro-Blogging
to Reach New Audiences
Tim Cigelske, Owner, Teecycle.org / MU Community Mgr.

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Online Content Sharing:
Video, Photos and More
Esther Brady, Community Manager / Social Media Enthusiast

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creative | social media | strategy
Online Content Sharing
Videos + Photos + More

Esther Brady Crawford


Social Media + Online Community Manager

d ia to G ro w Yo u r B u si n e s s
Usi ng S o ci a l Me
Online Branding
1. Monitor
2. Optimize
3. Engage

Social media is about


authentic dialogue
within a community
Every person & every business
has a story to share.
What’s yours?
How will you tell it?
Who’s Who’s
talking? listening?
The lines get blurred Customers (current &
between individuals potential)
and the business
Employees
Voice must be
authentic Stakeholders

Relevancy is key Vendors

Colleagues, family & friends


$$$ Do More for Less $$$

New Customer
Network
Customers Connections
Success Stories
Gary Vaynerchuk
Family Business owner & Wine
Enthusiast
Springfield, New Jersey

- Transforming retail into a social business


- “Wine Library TV”: videos about wine from a
raw & uncensored perspective
- Sales up at least $10 million
- No. 36 on Amazon’s bestseller list
- Keynote speaker extraordinaire
- Community with active forums
www.tv.winelibrary.com
Success Stories
Caminito Argentinean
Steakhouse
Single-location restaurant
Northampton, Mass

- Blogs
- “Prime Cuts TV” on YouTube/Viddler
- SEO (Search Engine Optimization = great
results on Google for their restaurant)
- eNewsletter with menu updates
- MySpace page reaching out to college
students
- Flickr account with food photos
- Sales up 30%, when most steakhouses www.primecutsblog.com
are down 10-20%
Getting Started
1. Learn to Listen

2. Join the Conversation

3. Create & Share Content

4. Tap into Social Tools

5. Measure Your Success


•Builda
Strategy
•That works for you
Useful & Free
Content Sharing Tools
1. TubeMogul (upload your video to multiple sites and
get basic analytics)

2. Picasa3 (Google photo editing software, with plug-


in can upload to Flickr too)

3. Ning (white label platform for building a


community with built-in content sharing features)
Networking While Integrating
New and Traditional Media
Cd Vann, President, sohobiztube.com / Publisher, magazineSOHO

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creative | social media | strategy
+
Social Networking Email

Print Social Media

Networking Integrating
Traditional & New Media
Push – Connect – Engage and Share
http://www.twitter.com/thatwoman_soho
http://www.sohobiztube.com
Free Promo Soho Code 20% off before April 9th: edUZRf
+
Email = Push

 Use Email To “Push Information & Resources” to:


 Your On-line connections
 Your Customers and Prospects
 To Introduce New Marketing and PR Campaigns

 To Scrub “Opt Outs” For A Cleaner List

 To Virally Market ( Word Of Mouth Market) Your Message

 To Push to New Media Resources and Tools

 To Communicate To Your Audience


+
Print = Push

 To Create A Visual

 To “Begin The Conversation:”


 To A Sale
 Before A Demonstration

 For a PR Campaign
 Before a 30 or 60 second Introduction

 A “Take A Way”

 A Follow Up Piece

 A Push To Web site, Sales Team or Customer Service Team


+ How to Use
Social Networks = Connect
 To Connect To Prospects

 To Develop New Prospects


 To Connect To Resources

 To Become A Resource
 To Develop Online Relationships

 To Nurture Developing Relationships

 To Connect Face-To-Face with On line Connections


 To Provide Business or Individual Updates

 To Stay “In The Know.”


+
How To Use Social Media =
Engage
 Use Video to:

 Connect With Your Audience

 To Promote and Sell Products and Services

 To Introduce Employees, Concepts, Product Enhancements, PR


Campaigns, Political Causes

 To Promote Services via Product Endorsements or Client Testimonials

 To Add “Personality” to the Brand or Service

 To Demonstrate Product or Service Usefulness, Benefits & Features


+
How To Use Social Media = Share
 Use Blogging to:
 Brand and Position Industry Expertise
 To Penetrate Target Market
 To Test New Markets
 To Expand Market Reach
 To Enhance SEO “Search Engine Optimization” with:
 Key words
 Comments
 Trackbacks
 Reciprocal Links
 Google Ads
 To Act As A Resource

 To Connect To Other Industry Resources


 To Connect Engage Conversation
 To Solicit Feedback
 To Be Brand Transparent
Customer Community Building
to Engage New Audiences
Steve Glynn, President, Spreenkler, LLC

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Community Building Process

• Step 1: Create Website

• Step 2: Create Blog

• Step 3: Create Critical Profiles (Meetup/Facebook/Twitter)

• Step 4: Create Profiles on as Many Other Social


Sites as Possible (regularly manage critical profiles)

• Step 5: Use Social Media to Get to Face-To-Face

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creative | social media | strategy
Community Building Map

Create event on Meetup.com Add details and links to Facebook Announce details/links on Twitter

Messages sent to social web community.

Social web community


redistributes messages.

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creative | social media | strategy
How can I use social media?
1. Foster and grow relationships
2. Gain customer insight and feedback
3. Provide better customer service
4. Drive awareness and education
5. Communicate news to media
6. Customer loyalty, exclusive promo/events
7. Interact directly with customers

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creative | social media | strategy
Maximizing the Online
Experience
Pat McKenna, President, MojoWeb Productions, Inc.

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A Case Study in the Strategic Use
Of Content in Social Media
Launch: July 1, 2002
Target Audience: Mothers with Children 0-6
Goal: Local Portal for Resources, News and Conversation
Key Social Driver: Discussion Groups (80% of Traffic)
Interaction with Peripheral Content

Daycare Directory Mom Talk Radio


Playgroups Classifieds
Calendar Car Seat Checks
Parks Directory E-Newsletter
Great Exposures Pumpkin Patches
Baby Gallery Recipes
Support Groups Drive-thrus/Deliveries
Kid Friendly Eats Free Stories/Columns

First SEO/Exposure Variable


Potential Content Sources

Newsletters
Magazine/Periodical Articles
Presentations
Press Releases
Reports & White Papers
Brochures
Content Partnerships
Volunteer Columnists
Audio/Video Materials
External Links
Online Polling
Interactive Forms
Take Aways

• Define/Know Your Audience

• Set Goals/Objectives for Social Media

• Content in Context

• Increase Web Content for SEO

• Establish Your Brand as a Resource


Social Media’s Impact on
Business Processes
Dave Kargenbrink, Waukesha County IT Solutions Administrator

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creative | social media | strategy
Social Media’s Impact
on Business Processes

A primer on using social media, open


records, and privacy.

Dave Kragenbrink
Quick about me

 Solutions Administrator for Waukesha County


 Web designer for 10+years

 Usability (UX) and social media evangelist

 Programmer/developer for (gasp!) 20+ years


Using Social Media

 Socialnetworking has always been around


 Define your toolset

 What arena will work for you?


 Who are the players in that arena?
Social Media Tools

Scoble’s Social Media Starfish


Why?

 “E-Mail is just too slow!”


 The pace of change is increasing..

 Status quo=falling behind.

 Simplicity is where it’s at

Copyright:
University of
Massachusetts
Dartmouth Center
for Marketing
Research
Jump in, the water’s fine!

 Free marketing
 Free word of mouth

 Potential buyers

 Potential partners

 Potential consumers

 Collaboration

 Sounding boards
The Scary Stuff

 Openrecords concerns
 Who owns all this stuff?
 What are your obligations?
 Can I expect ANY privacy?
 What about HIPAA, SOX, ePHI?
Who owns all this stuff?

 Is it subject to open records?

 eDiscovery requests?

 Depends (doesn’t it always)


What are your obligations?

 If it’s YOUR blog/website/stream/etc…


 If you are contributing to someone else’s blog/
website/stream/etc…
 Are you “on the clock” or “representing your
company”?
 Are you just “Joe public”?
Can I expect ANY privacy?

 No. Nope. Not gonna happen.

 Srsly? Lol, haxxors pwns u!!!1!!1!1

 Mash-ups
 Pervasive
 Blurs lines of ownership
What about HIPAA, SOX,
ePHI?
 KNOW your compliance issues!

 The rules do NOT change


O Noes!

 Not all is doom and gloom.

 Go into this realm with eyes WIDE open.

 Know your goals.


THANK YOU!

 dkstuff@wi.rr.com

 http://twitter.com/dkragen
What are the next steps?
• Take technology out of it.

• Define your audience.

• Define your message.

• Research social sites: listen/learn.

• Determine if social sites fit.

• Experiment, learn, repeat.

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creative | social media | strategy
Reference websites.

Download this document at http://www.ovrdrv.com/social-media-map


Contact
Steve Glynn
262-353-6562
steve@spreenkler.com

download this presentation:


www.scribd.com/spreenkler

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creative | social media | strategy
Thank You!

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creative | social media | strategy

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