1. 7Seven Ways Social MediaHow can my business leveragesocial media to improve mybottom line?CanBust or Build Your Business

2. Bonds of Affection 1Deceptive Techniques Deceptive TechniquesSpamTrollBait-and-switchGuerrilla Marketingvs 3. Deceptive TechniquesvsBonds of Affection Bonds of AffectionPeople dont mind being customers.People do not like being sales targetsTalk - Share - Laugh - WonderWITH them 4. 2Pssst. Did you hear?vsSource of Encouragement Rumor Cascadesby Adrien Friggeri, Lada Adamic, Dean Eckles andJustin Cheng (2014) Study Results 22% politics 12% fake or doctored images 5. Pssst. Did you hear?vsSource of Encouragement Rumor Cascadesby Adrien Friggeri, Lada Adamic, Dean Eckles andJustin Cheng (2014) Study Results 22% politics 12% fake or doctored images Snopes 45% of rumors are false; 26% turned out true Facebook 62% are false; 9% turned out true 6. Pssst. Did you hear?vsSource of Encouragement 6 Steps to Being an Encourager Establish your brand presence Recognize you HAVE to respond Be broad Individualize your response Think 24/7 Response procedure in place 7. Social Networking SitesasNews Source Newspapers 28.8% SNS 27.8% Radio 18.8% Print 6.0% 8. Relationship MarketingRelationship marketing is a strategy designed to fostercustomer loyalty, interaction and long-term engagement.It is designed to develop strong connections withcustomers by providing them with information directlysuited to their needs and interests and by promoting opencommunication. 9. 3MunicationvsListen to Understand com-together,in association Build credibility, trust 80/20 rule Would people share this with their friends orrecommend it to others? 10. 4DefensivevsSophisticated Lets fight it! There must be a reason were not aware of Argue with the content Discredit the person Responses fueled by emotion 11. DefensivevsSophisticated Do these Show empathy Use friendly tone Use real names Market positive reviews Speak like a human ALWAYS offer to make it right 12. RITE Words 5Eat Your Wordsvs 13. Eat Your WordsvsRITE Words R elevant I nteresting T imely E - ntertaining 14. Employee RantvsEmployees As Resource Scenario 1On Facebook an employee threatens to punch a colleague inthe face before the end of my shift. Scenario 2A restaurant shift supervisor is captured on a YouTube videosaying, I literally hate customers more than anything in theentire world Theyre terrible. Its all about them all thetime.6 15. Employee RantvsEmployees As Resource Preventive actions Social media policy Reviewed by legal counsel! Education Allow social media to become part of the workday 16. Employee RantvsEmployees As Resource Allow social media to become part of the workday Crucial Conversations (David Maxfield, Mike Rognlien, 2014) Studied 2,698 people 1 in 3 used SM to further work-related projects 3 in 5 have better work relationships because of SM access 17. ApathyvsWe Are Open! ApathyInconsistencyUncaringOld schoolDid you close?7 18. ApathyvsWe Are Open! Understand the Best Practices of your business socialmedia sites Facebook is NOT Twitter Twitter is NOT Instagram Instagram is NOT Pinterest Pinterest is NOT LinkedIn 19. Final Thoughts Your customers like for you to be engaged with them. You are building relationships. Its not about how YOU use SM, its about how yourcustomers use SM. Be where your customers are. Your 17-year old does not have the staying power to beyour social media marketing strategist. 20. Discussion