social media independent professionals
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SOCIAL MEDIAFor the Independent Professional
What is Social Media?
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Social Media is: Digital Word of Mouth!
Anywhere online where people can talk to you, about you, or about your business.
Interactive word of mouth [ or “word of mouse” ] Forums, Networks, Peer Review Sites, Blogs,
Directory Listings & Peer Aggregators
Social Media Statistics If Facebook were a country, it would have the
world’s 3rd largest population Ashton Kutcher and Brittany Spears have more
Twitter followers than the population of Sweden, Israel, Switzerland, Ireland, Norway, Panama
25% of search results for the worlds Top 20 largest Brands are links to user-generated content.
78% of customers trust peer recommendations over advertisements
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Social Media for the Independent Professional
Social Media Statistics 70% of web searches are for finding local
businesses, products and services 67% of local consumers have consulted
online customer reviews of local businesses
There are 80 million name searches on Google each day – Have you Googled your name? And Did you like what you found?
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Social Media for the Independent Professional
Why Use Social Media? Personal Branding Increase Traffic to your Main website Improve SEO & Increase Search Engine
Relevance Stay in the Mind’s Eye of your
prospects/clients Establish yourself as an expert Manage (control) how you are
perceived/received by your audiences Stay connected to client in a fashion they
prefer in advance of that ultimate conversion Educate Consumers and Referral Partners
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Social Media for the Independent Professional
SEO-SEM-Search Engine Relevance
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Social Media for the Independent Professional
Strategies for Effective Use Your Customer Knows Best Social Media Isn’t Necessarily Free Don’t Measure Success by Follower
Counts Social Media Doesn’t Equal Self
Promotion Learn from the Experts Get Help without Relinquishing Your
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Social Media for the Independent Professional
Where to Build Your Presence Website or Blog LinkedIn Facebook Twitter YouTube Mass E-Mail Campaigns Industry Networks & Directory Sites
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Social Media for the Independent Professional
Where to Build Your Presence Website or Blog – is a must. Why? Control!
Visually & Verbally present who you are set the tone for your brand and marketing message Educate your audience(s) Define “What I can do for you?” for clients/referral
partners Hub/launch pad to all of your social networks Define the user experience Track statistics & user data Centralize your SEO and Search Relevance Set-up User opt-in
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Social Media for the Independent Professional
Website or Blog
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Where to Build Your Presence LinkedIn – Professional Networking
Fill in Profile Completely - Professional Headshot Photo
Build a Network of Industry Partners & Clients Build a Network of Referral Partners (rolodex) Find & Engage Prospects directly Get Noticed through discussion groups Polling Share expertise, articles through Status Updates Drive traffic to your website or blog
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Social Media for the Independent Professional
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Where to Build Your Presence Mass E-Mail
Control the Message You go to them, and make them come to
you Track user statistics Create urgency and calls to action Inform, Educate, Resonate Stay in their mind’s eye
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Social Media for the Independent Professional
E-Mail Campaigns
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Social Media for the Independent Professional
Where to Build Your Presence Facebook – Networking & Branding
Create a Personal Brand BizPage - Customize
Build a Landing Page Load it with engaging content
Photo Ads, Videos Shorts, Webinars, Video Testimonials, Link to Blogs, Articles, Discussions
Event Pages (speaking engagements) Update often, and engage your audience
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Social Media for the Independent Professional
Facebook (business page)
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Social Media for the Independent Professional
Where to Build Your Presence Twitter – Microblogging
Drive Traffic to main website (shortli.nk) Monitor & Share news from your industry Brand yourself visually w. custom
background Be made #searchable (#hastags) Share content from others (re-tweet) Credit other @users (@mentions) Share expertise, articles through Tweets a
few times a day or week.NAWBO
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Social Media for the Independent Professional
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Social Media for the Independent Professional
Where to Build Your Presence YouTube
Client Testimonial Video Webinar Video / Interviews / Advice / How-
To Industry Networks & Directory Listings
Find industry networks – be present Web Directory Listing Sites –
presence/inbound traffic Chamber of Commerce listings
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Social Media for the Independent Professional
YouTube
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Social Media for the Independent Professional
Challenges to Moving Forward Don’t Have Time Not Sure Where to Get Started Not Sure What to Talk About Can’t Deal with the Noise Concerned about my Privacy Intimidated by the technology There’s too much competition There’s not enough ROI
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Social Media for the Independent Professional
How to Get Started Start Writing: Profile/Bio
About yourself - Your elevator speech Your Value Proposition & Marketing Message Define what sets you apart Lists of ideas/topics you can write about
Gather your Digital Assets Photos, Logos, White Papers (down-loadables), FAQs,
Links Determine your Goals and KPIs Determine which tools you will use to
drive traffic to your websitefor NAWBO
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Social Media for the Independent Professional
Show me the Way!
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Social Media for the Independent Professional
How to Get Started Define your audience(s)
Clients/Prospects, Industry Partners, Referral Partners Define Goals and Set Standards/Measurements for
Success Define your Social Media Maintenance schedule
Blog: good: 1x/month; better: 2x/month; best: 1x/week Social Networks: Few times a week, if not daily Peer Review Sites: 2x month
Set up the actual networks Facebook, LinkedIn, Twitter, YouTube, Blog, Google+
Add Links to Profiles in your e-mail’s signature for NAWBO
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Social Media for the Independent Professional
How do I know its working? Google Analytics
Detailed Page, User, Traffic Stats, Referral/Keyword
Facebook Insights Viral Reach, People Talk, “Likes,” Shares
Wordpress Stats Clicks, Referral Traffic, Keyword Traffic
Constant Contact Reports Opens, Click Thru, Bounce
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Social Media for the Independent Professional
How do I know its working?
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Social Media for the Independent Professional
Any Questions? Download Presentation & Resources
williamguth.com/nawbo.html
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williamguthWeb Project Manager