How to Harness the Power of
Social Media for Your Business
Caryn BrownCPE Expo
29 May 2013
Agenda
• Social media is one of the fastest growing and most powerful marketing tools for businesses.
• The problem is that it can be overwhelming to start and keep up with all the aspects of social media.
• This presentation will help you understand social media and how it can be used to promote your business.
• We will cover the basic social media platforms and how each can help your business.
• You will leave the presentation with tools and knowledge to help you incorporate social media into your current marketing plans and "beef up" your existing social media presence.
• It’s Free
• It’s Fast
• It’s Viral
• You Can’t Measure it
• It’s Optional
• It’s Hard
Social Media Myths
Customers Want to Interact
• American consumers believe a company should have a Social Media presence
– Most believe a company should be active in Social Media
– More than half feel a stronger connection with companies they interact with in social media
• 56% of Americans have a profile on a social networking site
– If you want to be where your clients are, more than half of them are on social media
“11 Shocking New Social Media Statistics in America” – Jay Baer http://www.convinceandconvert.com/the-social-habit/11-shocking-new-social-media-statistics-in-america/
• Reputation
Management
• Customer Service
• Public Relations
• Customer Acquisition
• Customer Loyalty
• Thought Leadership
• Networking
What to Use Social Media for
Reputation Management
• Pay Attention to the Conversations
• React Fast to Complaints or Compliments– React at the Flashpoint
• Use Social Media to tell the story–Make Bad News into Good News
• Use Social Media as a Opportunity to Win Back Trust
• Set up Google Alerts for your Company
Customer Service
• The New Help Line
– Customers are now using Social Media
to contact companies instead of
traditional methods
• Exceed Expectations
– Using Social Media for your Customer
Service gives your Company a chance
to exceed expectations
• Customer Service in Public
Public Relations
• Information and Coverage is instant
• Every customer is a potential
journalist
– Each client has the opportunity to
write anything from a blog post to a
simple Facebook Status Update about
your company
• Social Media Content is Delivered
Directly to Fans/Followers Screens
Customer Acquisition
• What is it that makes your company
interesting/different?
• Tell a story about one thing and
make it stick
– i.e. Subway
Customer Loyalty
• Create Brand Communities
• Create Co-Ownership
• Activate, Don’t just Collect
• Engage– Communicate– Tie Posts Together– Contests– Call to Action– Exclusive Content– Research/Survey– Combine
Online/Offline
Thought Leadership
• Everyone has expertise, what’s
yours?
• Distribute Content
• Establish your Company as an
Expert in your Field
Networking
• Local is no longer required
– You can connect with people worldwide
• Connect with more and different
people
• Understand your Spheres of
Influence
• Think Vertical
– Connect with others in your Industry
for ideas
• Facebook• Twitter• Blogging• LinkedIn• YouTube• Google+• Instagram• Pinterest• Foursquare
Nine Main Social Media
Channels
• Create a Community
• Engage with your Community
– Share news and pictures about your
Company
– Create events to encourage involvement
• Educate others about your Company
• Share your updates with an unlimited audience
• Drive traffic to your website
• Share your enthusiasm about your Company, great content you want others to know about, and news relevant to your clients
• Build real relationships by replying, retweeting, and joining discussions
Blogging
• Share the story of your
Company
• Give details regarding complex
ideas
• Cultivate relationships with
other professionals
• Recruit Employees
• Collaborate with peers though
groups
YouTube
• Allows you to share videos of you in
action
• Users can subscribe to your
YouTube channel and get updates
when you add new videos
• Easily share YouTube videos
through your website and social
media sites
Google+
• Send specific messages to specific
circles
• Use Hangouts for video conversations
and meetings
• Not as widely used as other platforms
• Share camera phone pictures on
Instagram and automatically
publish to Facebook and Twitter
• Easily share pictures in real time
of day to day operations or
special events
• Create boards for your Company’s
specific purposes
• Share content relevant to your clients
• Currently the fastest growing Social
Media site
• Users can “check in” when they are
at your Business
• The “check ins” can be shared on
the users Social Media platforms
• Businesses can offer specials to
users who “check in”
Foursquare
DON’T FORGET TO:
Create Good Profiles
• Have Consistent Branding (on-line
and off-line)
• Use your Company’s Actual Name
• Use your Company’s Photo/Logo
• Be Interesting
• Link to Content, Other Social Media
Sites, Website
Keep On-line and Off-line in Sync
• Integrated Campaigns
– Clients want your Social Media sites to
be familiar to what they have come to
know from your Company
• Use the same logo/avatar for all
Social Media sites
Get Active
• Assign a person (or department) to
manage Social Media presence
• Consistently update your Social
Media sites
• Respond and Engage with your
Fans/Followers
• It’s better to be consistent on fewer
sites than to be on every site
Social Network
Tips
• Add Value• Share Content• Be Personal• Ask Questions• Don’t try to “Game”
the System
Got Questions?
Caryn BrownWebsite Crafter/Social Media StrategistDigital Media [email protected]
(254) 722-2991
Services Offered:• Set up and
Integration of Social Media Presence
• Website Implementation and Updates
• Technical Writing (including Social Media Usage Policies)
• Training and Public Speaking
Bio
• Caryn Brown is a Website Crafter and Social Media Strategist who founded Digital Media Butterfly in 2012 because she has a passion for helping businesses and individuals find their way in this digital world.
• Caryn’s professional experience includes 12 years in the non-profit sector, where she managed technology and social media assets. Caryn has been designing websites since 1999 and has led the Waco Social Media Breakfast since 2008.
• Caryn’s volunteer experience also includes Planned Parenthood, Brazos Education Foundation, and the Waco Cultural Arts Festival.
• She is also passionate about the abolition of human trafficking and particularly the work of Love146.
• Caryn is married to Michael, and they have two sons, Lee (11) and Ed (10).
• In her spare time, Caryn enjoys scrapbooking, spending time with her family, great food, and, of course, social media.
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