The document provides an overview of a seminar for small business owners on using social media. It discusses what social media is, how it differs from traditional marketing, common types of social media including blogging, microblogging, video/photo sharing, location-based networks, and social networking. It also provides tips and case studies of how different companies have successfully used social media. Key questions small businesses may have around using social media to improve their bottom line and whether social media or traditional media are more effective are also addressed.

1. Social Media for Business
An Introductory Seminar for Small Business Owners
Monday, June 28, 2010

2. Who am I?
Monday, June 28, 2010

3. Maribel Lackey
• Director of New Media at Zuno Studios
- Help businesses optimize their online presence
- Web design & development
- Social media strategy consulting & execution
• Background in traditional advertising and marketing
Monday, June 28, 2010

4. Enough about me.
Who are you?
Monday, June 28, 2010

5. •Name
•Where are you from (Company/Industry)
•Why are you interested in learning
about social media?
Monday, June 28, 2010

6. What Are We Going
to Talk About Today?
Monday, June 28, 2010

7. • What is social media?
• How does social media differ from traditional
marketing?
• Various types of Social Media - Case Studies
- Blogging and Microblogging (Twitter)
- Video and Photo Sharing (YouTube, Flickr)
- Location-Based Networks (FourSquare, GoWalla)
- Social Networking (Facebook, LinkedIn, MySpace)
- Podcasting and LiveCasting (Ustream, Justin.tv)
• Common Questions
• Where should you start?
Monday, June 28, 2010

8. What is social media?
Monday, June 28, 2010

9. Social media is a category of
sites based on user
participation & user-
generated content
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10. In english please:
- Sites are interactive: it is not a brand speaking
at consumers, it is a two-way conversation.
- NEED consumer interaction in order to truly
succeed.
- “It’s not what you say, it’s what they say that
matters.”
Monday, June 28, 2010

11. Who Is Using Social Media?
P O W E R E D b y S E R V I C E™
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12. Who Is Using Social Media?
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13. Why should you care?
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14. Good News for Small
Business
-Social media has afforded everyone the tools
to publish, broadcast and compete on a more
leveled playing field.
-No longer dependent on big budgets.
-Location-based applications and networks
allow you to compete with big brands.
-Exponential.
Monday, June 28, 2010

15. It is affecting you
• The internet is everywhere, and it has changed
the game.
- mobile, search, location
• Television viewing, radio listening is eroding
• Newspaper reading is declining
• People are avoiding advertising - too much
noise
Monday, June 28, 2010

16. They’re talking.
“If you are not out there telling your story, they
will make one up for you. And that will inevitably
become reality.”
Monday, June 28, 2010

17. Mom’s vs. Motrin
• Online ad posted on Saturday morning positioned
“baby wearing” as a fashion statement
• Mommy bloggers were outraged - voiced it on Twitter
• Most tweeted about subject on Twitter by Saturday
evening.
• Motrin did nothing.
Monday, June 28, 2010

18. Motrin vs Moms
• By Sunday, a 9 minute video of outraged moms on
YouTube
• Mommy-bloggers began calling for boycotts and got
ad agency on the phone.
• Motrin’s ad agency did not know about Twitter.
• Motrin removed ad and sent apology - but waited too
long. Timing is everything.
• Social media is already affecting you.
Monday, June 28, 2010

19. The Power of
Mommy -Bloggers
“note to self...never piss off moms...especially
twitter moms...they can be a nasty bunch ;)”
Monday, June 28, 2010

20. Key Differences
from Traditional
Marketing
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21. • Puts the human factor back into marketing
• Talking with your customers, not at your
customers. It’s a two-way conversation.
• Not about you.
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22. Losing Control
• Must realize and accept that you do not control
your social media. Your audience does.
• Relax - it’s okay.
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23. Golden Rules of Social
Media
• Listen
• Add value
• No hard-selling
• Engage and interact
• Be real, be nice, be honest, be grateful
• Focus on quality, not quantity
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24. Authenticity: must be genuine
Transparency: must be clear about who you are, and
why you are there
Value: What are you providing that makes them feel
special? What will make them remember you?
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25. Different types of
Social Media
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26. Blogging and
MicroBlogging
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27. Blog
- web log: a shared online journal
- You are now a publisher!
- 346,000,000 - # of people globally who read
blogs (2008)
- Blogger, WordPress
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28. Monday, June 28, 2010

29. Blog
• Establishes you as authority within your industry
• Linkbacks and fresh, relevant content help
search rankings
• Take more time, commitment
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30. Blog Tips
• Make your content easy to share.
• Build relationships with other bloggers
- Don’t spam!
• Keywords, tags, links
• Make your content easily available - RSS Feeds
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31. Monday, June 28, 2010

32. Case Study: Sun MicroSystems
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33. Micro-Blogging
Short-form web log.
Twitter, FriendFeed, Ping.
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34. Twitter
“What are you doing?”
vs.
“What are you
thinking?”
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35. • 75 million users as of December 2009.
• Allows you 140 characters per “tweet”
• Other people can “follow” you and you can
“follow” them.
• Fast-paced, real-time
• A waste of time?
Monday, June 28, 2010

36. Twitter Speak
• DM
- Can only send DMs to those who follow you.
- Where the “magic” happens.
•#HashTags - allow you to organize and search
•TwitPic, TweetPhoto - apps that allow you to share
photos through your Twitter account
•TweetDeck, HootSuite - apps that allow you to
monitor your Twitter account
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37. TweetDeck
Monday, June 28, 2010

38. Important to Listen First
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39. Case Study: ComCast
Comcast employee falls asleep at customer’s
house. Customer caught it on video and posted
it onto YouTube.
- Video watched over 130,000 times.
- Ended up on news
- Client not satisfied with Comcast’s response
Used Twitter to fight bad PR with
@ComcastCares account.
Monday, June 28, 2010

40. Comcast
Monday, June 28, 2010

41. Comcast
Monday, June 28, 2010

42. Case Study: Dell
• Over 650,000 followers on Twitter
• Known as a value provider
• Provided deals exclusively to people who
followed @DellOutlets
Monday, June 28, 2010

43. Case Study: Dell
• As of June 2009, Dell had made $3 million
dollars from Twitter
- Coupons
- Customer Service
- Seamless integration with Facebook
Monday, June 28, 2010

44. Video and Photo
Sharing
Monday, June 28, 2010

45. Video & Photo Sharing
• 178 million U.S. internet users watched online
videos in May 2010.
• Flickr hosts more than 4 billion images, 2.5
billion images uploaded to Facebook every
month (Jan. 2010)
Monday, June 28, 2010

46. Video
• Keep it short and sweet
• How can you make a video go viral?
-Good Content
-Make your video easy to share
• Integrate on other platforms
• Create and brand your YouTube channel
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47. Case Study: BlendTec
Monday, June 28, 2010

48. Case Study: BlendTec
• Viewed 7,238,341 in 2 months
• 500% increase in sales
• Shows the quality of the product
• Memorable, Fun
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49. Case Study:
Philly Cream Cheese
• Business goal was to relaunch product after a product
launch failure
• Adam and Tyler had a mission
• Partnered with JetBlue
• Fun, gave reason to come back and visit, got audience
to participate by asking them for suggestions, used
various platforms.
Monday, June 28, 2010

50. Photo Sharing
• Effective use of tagging, captions,
• Great way to showcase products
• Post high quality pictures
• Question of ethics big in this area
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51. Monday, June 28, 2010

52. Location Based
Networks
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53. Location-based
• Growth of mobile feeding the growth of
location-based networks.
- Foursquare, Gowalla, Facebook
• HUGE for small, local businesses
• 1 year after it’s launch, Foursquare had half a million
users (March 2010)
Monday, June 28, 2010

54. Foursquare
• Allows users to check-in to places they visit
• Users add venues
• Users earn badges and “mayorship” based on
loyalty and recency
Monday, June 28, 2010

55. Case Study:
Fresh Brothers
• Jon became “mayor” of Fresh Brothers
Redondo Beach.
• Message went out via Twitter, was picked up by
Fresh Brothers.
• Fresh Brothers welcomed their new mayor with
a $25 off certificate made out to “Mayor
Lackey” and a Fresh Brothers t-shirt.
Monday, June 28, 2010

56. Case Study: Starbucks
Monday, June 28, 2010

57. Social Networks
Monday, June 28, 2010

58. Social Networking Sites
• Allow you to connect with like-minded people,
friends and family
• Social networks geared toward different groups
Professional: LinkedIn, Facebook Pages
Personal: Facebook, MySpace
Kids: Club Penguine
Niche: Ning, Corporate Networks
Monday, June 28, 2010

59. LinkedIn
• Over 50 million members worldwide (Jan 2010)
• People, Groups, Discussions, Events
• Find jobs, find employees
Monday, June 28, 2010

60. LinkedIn Tips
• Keep your profile up to date
• Get recommendations
• Make use of LinkedIn Groups
-Answer questions relevant to your industry
Monday, June 28, 2010

61. Facebook
• The big kahuna
• Over 350 million users (Jan 2010)
• 50% of it’s users log in every day
• 69% of users are fans of 1 or more companies
• Over 700,000 local businesses have pages on
Facebook
Monday, June 28, 2010

62. Facebook
• Profile
- For personal use.
- If connected to friends and colleagues can
get tricky
• Groups
- Limit the number of emails you can send out
- Gather individuals with mutual interests
Monday, June 28, 2010

63. Facebook
• Pages
- What you should use for your business
- Users choose to “like” your business
- “Boxes” good way to brand your page
- Allow you to post events, notes, videos, photos
- Custom applications (games, eCommerce)
Monday, June 28, 2010

64. Facebook Tips
• Welcome and encourage fan content
and interaction
• Don’t spam your fans
• Keep search in mind
• Non-profit - Facebook Causes
• Consider Facebook Ads
Monday, June 28, 2010

65. Case Study: Susan G. Komen
for the Cure
Monday, June 28, 2010

66. Case Study: Victoria’s Secret
http://www.facebook.com/video/video.php?v=425736693342
Monday, June 28, 2010

67. MySpace
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68. Kids
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69. Niche
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70. Podcasting and
Video Streaming
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71. Podcasting
• Broadcasting + iPod
• Digital or audio files made available online
• Listeners can subscribe to your podcasts, giving
you regular access to them
• Industry news, trends, interviews
• Establishes credibility
Monday, June 28, 2010

72. PodCasting
• You now have access to a radio tower!
- microphone, computer, internet connection
- iTune’s “Making a Podcast”
• Do you need an iPod?
• Takes time, regular commitment
• Might be worth investing in a good speaker
Monday, June 28, 2010

73. Video Streaming
• UStream, JustinTV
• Platforms allow you to share real-time video
• Allow you to extend your reach
Monday, June 28, 2010

74. Case Study: Domino’s Pizza
• Understands his target
audience
• Has fun
- Mayor responsibilities
- $2 Pizza Offer
- Guest pizza-makers for charity
- Twitter Wall on pizza boxes
Monday, June 28, 2010

75. Case Study: Domino’s Pizza
Monday, June 28, 2010

76. Case Study: Starbucks
Monday, June 28, 2010

77. Case Study: Verizon
Monday, June 28, 2010

78. Case Study: Nestle
• “The chocolate has hit the fan, or in this instance, all 92,163 fans.”
• “Thanks for the lesson in manners, but it’s our page, we set the rules”
• “Your page, your rules, true and you just lost a customer. Won the battle and lost
the war, happy?”
Monday, June 28, 2010

79. Important Questions
Monday, June 28, 2010

80. How can I use
social media to
drive my bottom
line?
Monday, June 28, 2010

81. • Streamline and improve customer service
• Connect with new leads and resources
• Increase your search rankings
• Develop credibility within your industry
• Find employees and partners
Monday, June 28, 2010

82. Is traditional
media dead?
Monday, June 28, 2010

83. Social Media is an
addition to your
marketing plan - not a
replacement
Monday, June 28, 2010

84. Use Traditional
Marketing to Maximize
• Link to your social networks from your website
• Let your customers know when something is
going on through an email
Monday, June 28, 2010

85. Is it a fad?
Monday, June 28, 2010

86. Upcoming Trends
•Video
•Search
•Location
•Mobile
•Policies
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87. Policies
• Encourage your employees to tweet about your
brand but give them structure.
• Make it a part of their employee handbook.
• Critical for companies concerned about
liability: healthcare, insurance
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88. Policies
• Our social media purpose is __________
• Be responsible and authentic
• Protect confidential information
• Consider the audience & exercise good judgement
• Respect copyrights
• Bring value
• Can they do this during their work day?
Monday, June 28, 2010

89. Who should be
“tweeting” for me?
Monday, June 28, 2010

90. Selecting the right person
• Intern?
• CEO?
• Critical to have the right person managing your
accounts
Monday, June 28, 2010

91. Is social media
the “magic” fix?
Monday, June 28, 2010

92. You must have a good
product or service.
Bottom line.
Monday, June 28, 2010

93. How do I balance my
business and
personal profiles?
Monday, June 28, 2010

94. The “Personal” Brand
• Each of you in this room are now your own brand
• Employers are increasingly running Google searches
on their current and prospective employees
• Separate accounts?
- Monitor what you are being tagged in
- Set Google alerts for yourself
- Be honest
Monday, June 28, 2010

95. Is social media free?
Monday, June 28, 2010

96. • Many of the tools are free
• Major investment is in time, resources
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97. Can I track
social media
results?
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98. Analytics Tools
• Google analytics
• Facebook Insights
• Twitalyzer
• Foursquare analytics
Monday, June 28, 2010

99. Getting Started
Monday, June 28, 2010

100. Listen
LISTEN
Find out what your
GOALS audience is saying.
Where are they spending
PLAN
their time?
EXECUTE What are your
competitors doing?
ANALYZE
Monday, June 28, 2010

101. Monitter.com
Monday, June 28, 2010

102. google.com/alerts
Monday, June 28, 2010

103. LISTEN
Goals
GOALS Determine what it is you
want to accomplish.
PLAN
Make the goals as
EXECUTE tangible as possible.
- I want to get a new client from Twitter
in the next 4 months.
- I want to increase traffic to our
ANALYZE website by 10%.
Monday, June 28, 2010

104. LISTEN Plan
Determine your target
GOALS audience.
PLAN Develop your plan/strategy.
How can this tie in to your
EXECUTE overall marketing?
Determine who will be
ANALYZE responsible.
Monday, June 28, 2010

105. LISTEN
Execute
GOALS
Execute and monitor your
PLAN campaign.
Reply to comments,
EXECUTE
feedback, questions.
ANALYZE
Monday, June 28, 2010

106. Analyze
LISTEN
Look through your
GOALS analytics reports.
PLAN Measure success.
EXECUTE
ANALYZE
Monday, June 28, 2010

107. Questions
Monday, June 28, 2010

108. Resources
Monday, June 28, 2010

109. Groundswell
Mashable.com
SmartBrief.com
@mlackey, maribel@zunostudios.com
Client Corner
zunostudios.com/blog
Monday, June 28, 2010

110. Thank you...
And thanks to our sponsor!
facebook.com/FreshBrothers
twitter.com/FreshBrothers
Monday, June 28, 2010