Building a Global Network Using Social Media

Ian Cleary

Dublin Chamber of Commerce6th February 2013

Building a Global Network

A strategic approach to Content Building relationships online Leveraging Social Media

Important Trends

4

Google Panda and Penguin

5

Effect of Google’s changes..

Traffic took a drastic dip

6

Google Plus

Personalisation of Search Results

Personalisation of Search Results

Google Authorship

10

Facebook Social Search

11

Up and coming platforms

MobileWe’re getting 17% of all traffic from mobile, what about you?

Summary

Content is distributed Search is becoming personalised Ranking of individuals will be a factor in 2013 Mobile is very important

Discuss..

How is social media effecting your business?

What’s the effect of personalisation for your business?

15

Building a Global Network

Mrs Brown built a global network through content thatwas based on comedy.

Building a network

ContentSomething to

talk about

SocialTechnology to share it

with

PeopleFind people to network with

What’s different about you?

18

Content Marketing

What is Content Marketing?

Create content that is educational and related to what you sell

Your customers begin to know like and trust you which leads to sales

Content Strategy

• Develop Personas• Develop Content for each stage of the buying

cycle• Decide on the format of the content• How to distribute the content• How to repurpose the content

Examples..

Hilton Suggests

Tablespoon

Tablespoon

Amazon Price Check App

Closer to Home..

The Experts..

Great Content + Other People – Marketing Message

Recent Subscribers..

KarenSocial Media Manager for

Fortune 500 company

PamelaDirector of Marketing

Experian

Karin Digital Strategist

Content Marketing Tips..

1• Download free eBook on www.thesaleslion.com

2• Follow www.contentmarketinginstitute.com

3• Buy “Managing Content Marketing” (Joe Pulizzi and Robert Rose)

4• Become a Youtility! – Provide useful content

5• Read content on www.copyblogger.com

6• Create a content marketing strategy

7• Buy “Launch” by Mike Stelzner

The Influencers…

Weapons of Influence

Reciprocity Social Proof

AuthorityPeople listen to

people of authority

You are persuaded by other people

you like

Influencer power…

Ability to spread content Ability to influence purchase decisions Have strong influencer networks

Influencers have a Platform

Benefits

Visibility Credibility – be heard about the noise

Connection – can engage in

conversation

PlatformContacts, Customers, Prospects, Followers and Fans

Building a Relationship with an Influencer

How did I know?

Keynote speaker at key events 2 Books on his subject – both best sellers Quoted a lot in press, TV, etc. Highly engaged website Large following on Twitter/Facebook/LinkedIn High Klout/Peer Index Score

How did I know?

Building a Relationship

Retweet his content Respond to his queries Comment on his blog Socialise with him at events Help him in any way I could We became friends

Becoming an Influencer

Networking with influencers Creating Content

Your site Other sites (accelerate influence)

Become a speaker Become an author

Tools to Nurture Relationships

NimbleSocial Relationship Management

HootSuiteSocial Media Management

Buffer AppScheduling

Engag.io Track Conversations

My Daily 5’s….

Comment on 5 Blog Posts

Share 5 pieces of other people’s content

Start conversation with 5 people

Question…

How can you identify your influencers online?

How can you build relationships with them?

How can you become influential

Influence Tips..

1• Identify Your Influencers

2• Build relationship with the influencers

3• Become an influencer

4• Speak at events

5• Guest post

6• Buy “Return On Influence” by Mark Schaefer

7• Buy Michael Hyatt’s – “Platform”

Social…

Blogging

Blogging Tips

Engaging Title Lots of images Short Sentences and Paragraphs Finish with a question Link to other posts Make social sharing available Focus on email subscribers Write consistently

Email Subscribers..

Welcome Email

This is not an automated e-mail, it's a personal one from me to you! (it's 12:12 am and I'm sitting in the office in Dublin munching on a chicken sandwich!)

Big Blogging Tip

Hi Ian,

LOVE the personal touch! Is that plain chicken or have you got some mayo in there too? ;)

Thanks so much for the warm welcome, I feel like part of the family already! Now, let me answer your questions!

Big Blogging Tip

Thanks for the email - from your sofa in Ireland at 10.30pm!

I am replying from my Kitchen Table in Manchester at 2.52pm whilst encouraging my three year old to complete his jigsaw!

Big Blogging Tip

You serious? You send one of these to each and every one of your subscribers? Truly? If so, I'm impressed! :)

Big Blogging Tip

Ur messg must've awoken me. (2:20 am). Looking forward to replying l8r this am...

Sent from my Verizon Wireless 4G LTE DROID

Email Subscription…

E-mail Subscription…

Footer

Social Proof and Youtility

Blogging Tips

1• Keyword Research – Google keyword tool

2• Download headline guide on www.boostblogtraffic.com

3• 80% promotion 20% writing!

4• Read Social Triggers

5• Read Copyblogger

Building a Global Network

Develop a Strategy for Content Identify your influencers and grow your online

network Embrace Social – It’s not going away

THAT’S ALL FOLKS....

LinkedIn: www.linkedin.com/in/ianclearyBlog: www.razorsocial.com/blogTwitter: @ianclearySkype: icleary