Page  1 Social Media in Business Session 8 Agenda Guest Speaker: Cathy Reilly, Agros.org Facebook and LinkedIn Student Presentations Class Project: Create your social media launch plan

Page  2 Social Media in Business Social Media Business Adoption Source:

Page  3 Social Media in Business Top Social Media Sites Source: Compete.comCompete.com

Page  4 Social Media in Business Top Social Media Sites: Demographics Source:

Page  5 Social Media in Business Social Media Psychographics: Sell to the Persona, not Person Source: Gartner 2009 Source: OneSource iSell

Page  6 Social Media in Business Social Media: Best Practices for Business Use an Authentic Voice Be Interactive Nurture Relationships Monitor Feedback Continuously Adapt Strategy Qualified Prospects See Post They like the Page They Engage on the Page Their Friends visit the Page Their Friends Like the Page

Page  7 Social Media in Business Facebook Tools for Business Facebook Apps Graph API

Page  8 Social Media in Business Posts to a user’s news feed that they “Like” specific content along with a link back to it. Allows sites to push updates to users who have “Liked” their content. “Like” replaces “Share” Search Engines use Likes as ranking criteria vs

Page  9 Social Media in Business Sites using Connect seeing 30% to 200% increases in site registrations; 15% to 100% increase in UGC* * Facebook

Page  10 Social Media in Business Social Sharing Options Users who “Like” visit 5.3x more web URLs to engage with content and have 2.4x more Friends on average* * Eventbrite Average Revenue from “Like” is $1.34 vs $0.80 from a Tweet*

Page  11 Social Media in Business Tag Pages on Photos just like tagging Friends. Anyone on Facebook can tag Pages, not just those who “Like” them. These will appear on the Photos tab, not the Wall. Currently restricted to only Brands, Products or People categories. 30 Billion pieces of UGC shared/month 4 Billion of them are Photos

Page  12 Social Media in Business Case Study: YouTube on FacebookYouTube on Facebook Tab Applications Call to action Fresh, Topical Offers

Page  13 Social Media in Business Voluntary Now, Automatic in the Future?

Page  14 Social Media in Business Facebook Tab Applications: YouTube

Page  15 Social Media in Business Case Study: Mocks

Page  16 Social Media in Business Case Study: Coca Cola

Page  17 Social Media in Business

Page  18 Social Media in Business Individual Friend Loyalty Charity

Page  19 Social Media in Business Target on Pages by demographics, location, language, interests and connections. Ads themselves can be “Liked”.

Page  20 Social Media in Business Getting Results: Engaged vs Engaging

Page  21 Social Media in Business Facebook or LinkedIn for Business? Roots: College Students Preferred by companies Pages HP: 271,456 Fans Personal Profile Roots: Professionals Preferred by Professionals Company Pages HP: 256,343 Followers Profile

Page  22 Social Media in Business

Page  23 Social Media in Business

Page  24 Social Media in Business Engaging Audiences with Facebook Maintain a conversation with your fans Add comments box to spur conversation among fans Create Content that appeals to target audiences They have already expressed their interests, are you listening? Use messaging and imagery that is familiar to advocates Show them something unexpected, that they can learn from Leverage your existing content archive Find relevant, topical content that can engage audiences Don’t just duplicate your website content to Facebook Post content that is for fans only Require first time site visitors to “Like” before displaying page Provide a strong call to action and incentives available only to fans Keep content fresh Once they become fans, they will return to check new content Facebook will send updates to users everytime content is updated Run “contests” to spur interactivity Publish winning photos submitted by fans

Page  25 Social Media in Business Case Study: Aflac keeps website content different from Facebook Page

Page  26 Social Media in Business Case Study: Borders provides incentives to “Like”

Page  27 Social Media in Business Case Study: Scrabble keeps content fresh

Page  28 Social Media in Business Case Study: Vaseline stimulates curiosity and engages with contests

Page  29 Social Media in Business LinkedIn for Business Professional Networking Business Intelligence Business Development Recruiting Answers Events

Page  30 Social Media in Business Group Exercise: Which Social Networks, What tactics? Describe your content strategy and plan at launch. For each social network, describe your content strategy. Describe engagement tactics that will be used in your content strategy to - raise awareness - increase the number of visitors - stimulate conversations and sharing - click through to your website hub for interaction and transaction Answer these questions about your plan - Are your objectives clear? What is your plan to accomplish them? - Do you know your audience? What do they want from you? How will you engage your current and prospective audience? - Do you have effective calls to action? - How do you generate a consistent, constant flow of content? What is your content distribution plan? What is your editorial calendar? - How do you know if your plan is working? What are the KPIs will you track on each social platform where you participate? - What is your online persona (s)? How will you ensure authenticity?