social media leveraging connections to grow your business
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Use social media in an integrated marketing strategy to build synergy and leverage your connections as you build and grow your businessTRANSCRIPT
Social Media Social Media –– Leveraging Connections to Leveraging Connections to
Build Your BusinessBuild Your Business
Our Integrated Media TeamOur Integrated Media Team
Ira Kaufman Marketing Strategist President, Optimized Strategies
Greig Wells Social Media Coach LinkedIn Top 50
Patsy Stewart Director of Social Media Optimized Strategies
Brian Duvall Web Video Production & Syndication
Let us Invite you Let us Invite you on a Journeyon a Journey
That can change That can change the way you do the way you do businessbusiness……
If you are not If you are not current, you are current, you are vulnerable!vulnerable!
Our GoalsOur Goals•• Go beyond the hype, access the Power of Social Go beyond the hype, access the Power of Social
MediaMedia
•• Gain insights to leverage your connections to Gain insights to leverage your connections to build your business build your business
•• Outline a personal branding strategy Outline a personal branding strategy
•• Demonstrate the Demonstrate the ““How How ToTo’’ss”” of Big Three Toolsof Big Three Tools
•• Provide you with resources, exercises to develop Provide you with resources, exercises to develop and implement an Integrated Marketing 2.0 and implement an Integrated Marketing 2.0 StrategyStrategy
What is Social Media?What is Social Media?
Social mediaSocial media isisa means to generate conversationsa means to generate conversations
Stop thinkingStop thinking campaignscampaigns
Start thinkingStart thinking conversationsconversations
Translate Translate conversationsconversations into into ResultsResults
WhoWho’’s Using Social Medias Using Social Media
72% of Internet Users have used Social Media72% of Internet Users have used Social Media
Demographics are 27 Demographics are 27 –– 56 year olds56 year olds
88% Have been using Social Media < 90 days88% Have been using Social Media < 90 days*Source is Social Media Industry Report 2009 by Michael *Source is Social Media Industry Report 2009 by Michael StelznerStelzner
•• Facebook 300 million usersFacebook 300 million users•• Twitter 52 million usersTwitter 52 million users•• LinkedIn 48 million usersLinkedIn 48 million users
Integrated Marketing StrategyIntegrated Marketing Strategy
Leverages social media with traditional, online Leverages social media with traditional, online and business developmentand business development
Analyzes your product/service; determines the Analyzes your product/service; determines the relative power of each medium; and then relative power of each medium; and then integrates them to optimize your resultsintegrates them to optimize your results
Generates marketing capitalGenerates marketing capital
Creates sustainable competitive advantage Creates sustainable competitive advantage
““ExponetializesExponetializes”” the reach of your current the reach of your current marketingmarketing
traditionaladvertising
online marketing
social media
businessdevelopment
Social Media SynergySocial Media Synergy Generates Generates Marketing CapitalMarketing Capital
BUZZ
Marketing Capital GeneratedMarketing Capital GeneratedTheThe results results are greater than the sum of are greater than the sum of each of the media inputs, includingeach of the media inputs, including::
Impact the market, gain Top of Mind awareness Impact the market, gain Top of Mind awareness
Use to address sensitive /negative issues Use to address sensitive /negative issues
Efficient use of marketing dollarsEfficient use of marketing dollars
Strengthen Company, Employer and Personal BrandStrengthen Company, Employer and Personal Brand
Expand exposure by driving your message across Expand exposure by driving your message across mediamedia
Access the viral power of user distributionAccess the viral power of user distribution
Do You Need an Do You Need an Integrated Marketing Strategy?Integrated Marketing Strategy?
Does your target market use the internet to Does your target market use the internet to search for a business, access information, or search for a business, access information, or evaluate products?evaluate products?
Do you want to:Do you want to:
Be competitive in the future?Be competitive in the future?
Be a thought leader in your industry?Be a thought leader in your industry?
““ExpontentializeExpontentialize”” the reach of your current the reach of your current
marketing effortsmarketing efforts
Integrated Marketing 2.0 StrategyIntegrated Marketing 2.0 Strategy The StepsThe Steps
1.1. AssessAssess2.2. Identify ExpectationsIdentify Expectations3.3. Frame StrategyFrame Strategy4.4. Build BrandBuild Brand5.5. Implement Marketing 2.0 Mix Implement Marketing 2.0 Mix 6.6. TrackTrack-- EvaluateEvaluate7.7. TweakTweak--Adjust Adjust
1. Assess1. Assess
Digital FootprintDigital Footprint
Google yourself/company Google yourself/company –– print pages 1print pages 1--2 2
If youIf you’’re digitally active, identify baseline of re digitally active, identify baseline of connections, followers, fans, and web site visitorsconnections, followers, fans, and web site visitors
Competitive Analysis Competitive Analysis
Search your keywordsSearch your keywords
Identify your competitors Identify your competitors
Google your competitorsGoogle your competitors
2. Identify Expectations2. Identify Expectations
WhatWhat results do you want to realize?results do you want to realize?
Increase your exposure, site trafficIncrease your exposure, site traffic
Build your business or personal brandBuild your business or personal brand
Build brand awarenessBuild brand awareness
Improve customer serviceImprove customer service
Increase customersIncrease customers
Increase revenueIncrease revenue
3. Frame Strategy 3. Frame Strategy Determine:Determine:
““PainPain”” your product addresses or your product addresses or benefits it providesbenefits it provides
Target Target market(smarket(s) )
Resources ($, personnel) you will invest Resources ($, personnel) you will invest in Marketing2.0in Marketing2.0
TimetableTimetable
4. Build Brand4. Build Brand
Your personal or business Your personal or business ““personalitypersonality””
Distinctive value your products and Distinctive value your products and services offerservices offer
What you leave behind What you leave behind
Interactions and offline Interactions and offline
Your Business BrandYour Business Brand
Qualities and characteristics that Qualities and characteristics that distinguish your business from distinguish your business from others others
Mental and emotional Mental and emotional impressions that other people impressions that other people have of your businesshave of your business
Your Personal BrandYour Personal Brand
Your CONTENT, evolving Online Digital Your CONTENT, evolving Online Digital FootprintFootprint
personal/social networkspersonal/social networks
online conversationsonline conversations
media voice (publications, multimedia, workshops)media voice (publications, multimedia, workshops)
accomplishments and want to be recognized foraccomplishments and want to be recognized for
recommendationsrecommendations
It remains with you foreverIt remains with you forever
Building Your Personal BrandBuilding Your Personal Brand
Define U Define U
Express UExpress U
Develop UDevelop U
Publish UPublish U
Distribute UDistribute U
Define UDefine U
Clarify your identityClarify your identity
Reveal your real powerReveal your real power
Define your Define your ““global calling cardglobal calling card””
Scope out your pathScope out your path
Share your values; vision Share your values; vision
Express your loyalty Express your loyalty
Express UExpress U
Develop your styleDevelop your style
Demonstrate your workDemonstrate your work
Share your passionShare your passion
Develop an elevator speechDevelop an elevator speech
Develop UDevelop U
Refine your communications skillsRefine your communications skills
Develop U with culture and tradition Develop U with culture and tradition
Select social relationships carefullySelect social relationships carefully
Give something backGive something back……time, talent, $time, talent, $
Strive to become a Thought LeaderStrive to become a Thought Leader
Publish UPublish U
Create a consistent digital profileCreate a consistent digital profile
Define your online personaDefine your online persona
Create your online destinationCreate your online destination
Distribute UDistribute U
Listen, Participate, CommentListen, Participate, Comment
Build your network consistentlyBuild your network consistently
Monitor your online Monitor your online
reputationreputation
Your Personal Brand is Your Personal Brand is your Greatest Assetyour Greatest Asset
Strategy clarifies your direction and the Strategy clarifies your direction and the power to achieve your goals power to achieve your goals
Publishing positions you for new Publishing positions you for new opportunities opportunities
Conversations update and project your Conversations update and project your brandbrand
Monitoring protects your assetMonitoring protects your asset
5. Implement Marketing 2.0 Mix5. Implement Marketing 2.0 Mix
Select your toolsSelect your tools
TraditionalTraditional
TV, radio, print, billboards TV, radio, print, billboards
OnlineOnline
Email/newsletterEmail/newsletter
Press release Press release
Social Social
LinkedInLinkedIn
BlogsBlogs
FacebookFacebook
TwitterTwitter
Determine a timetable for media actions with Determine a timetable for media actions with trackabletrackable budurlsbudurls
Integrate marketing tools with social media Integrate marketing tools with social media
Drive traffic to your online call to action Drive traffic to your online call to action (website/blog, landing page) (website/blog, landing page)
6. Track6. Track--EvaluateEvaluateIn 60In 60--90 days:90 days:TrackTrack
Website visits through Google AnalyticsWebsite visits through Google Analytics
Search engine positions for keywordsSearch engine positions for keywords
Reach of Tweets and publications through Reach of Tweets and publications through budurlsbudurls
Business growth, clients, and revenueBusiness growth, clients, and revenue
EvaluateEvaluate Digital Footprint Digital Footprint
Google yourself againGoogle yourself again
Google your competitorsGoogle your competitors
Get updates on your connectionsGet updates on your connections
Monitor Personal Brand/Thought Leadership Monitor Personal Brand/Thought Leadership
Invitations, blog comments, Facebook activityInvitations, blog comments, Facebook activity
Social media ranking sites Social media ranking sites ((omnee.thebubblejungle.comomnee.thebubblejungle.com; ; twitterank.comtwitterank.com))
7. Tweak7. Tweak--AdjustAdjust
Rank media tools that produced the best Rank media tools that produced the best resultsresults
Compare your objectives and resultsCompare your objectives and results
Make content adjustments based on Make content adjustments based on feedback from targeted groupsfeedback from targeted groups
Tweak search engine optimization, Tweak search engine optimization, publishing strategy, social network toolspublishing strategy, social network tools
Tools are Useless Tools are Useless without a Blueprintwithout a Blueprint
Half of all new media campaigns fail
Find your sweet spot
Map out your digital landscape
Don’t hesitate …strategize!
How Do You Get Results?How Do You Get Results?5 Step Success Framework5 Step Success Framework
1.1. Integrated Social Media Marketing StrategyIntegrated Social Media Marketing Strategy2.2. Profile OptimizationProfile Optimization3.3. Commitment to Growing your NetworkCommitment to Growing your Network4.4. Nurture RelationshipsNurture Relationships5.5. ConsistencyConsistency
WhoWho’’s on LinkedIn?s on LinkedIn?
48 million Professionals 48 million Professionals AvgAvg income $110kincome $110kAvgAvg age 37 age 37 -- 5252
Entrepreneurs Entrepreneurs –– 31%31%Executives Executives –– 18%18%Decision Makers Decision Makers –– 42%42%*From *From LinkedIn.comLinkedIn.com Advertising Advertising
Power of LinkedInPower of LinkedIn
@Greig Wells@Greig WellsOct 13, 2009Oct 13, 2009
AgendaAgendaLinkedIn Best PracticesLinkedIn Best Practices
LinkedIn Profile OptimizationLinkedIn Profile Optimization
Creating a Highly Targeted Sales FunnelCreating a Highly Targeted Sales Funnel
Doing LinkedIn in 1 Hour a WeekDoing LinkedIn in 1 Hour a Week
Why LinkedInWhy LinkedIn
Business Networking PlatformBusiness Networking Platform
Ideal Demographics Ideal Demographics
Exponential Reach Exponential Reach –– 3 Degrees3 Degrees
Time Saver & Information AggregatorTime Saver & Information Aggregator
Best PracticesBest Practices
Bigger network is Better = Be FoundBigger network is Better = Be Found
Utilize ReciprocityUtilize Reciprocity
DonDon’’t Upgrade to a Paid Accountt Upgrade to a Paid Account
Control IDK Control IDK
Profile OptimizationProfile OptimizationSEO your profileSEO your profile
Be Inviting = Maximize ConnectivityBe Inviting = Maximize Connectivity
Manipulate Page Layout to Drive SalesManipulate Page Layout to Drive Sales
Brand ReinforcementBrand Reinforcement
II’’m on LinkedInm on LinkedIn…… Now What?Now What?
1. Join Groups Your Customers Are In1. Join Groups Your Customers Are In
2. Create Your Own Group to Pre2. Create Your Own Group to Pre--QualifyQualify
3. Invite Targeted Prospects to Your Group3. Invite Targeted Prospects to Your Group
Creating a Highly Targeted Creating a Highly Targeted Sales FunnelSales Funnel
In My GroupIn My Group
Seed Buying CriteriaSeed Buying Criteria
Position Yourself as the ExpertPosition Yourself as the Expert
Create Customer BuzzCreate Customer Buzz
Control competitionControl competition
Accept Invites, send follow up noteAccept Invites, send follow up note
Update Status BarUpdate Status Bar
LinkedIn Answers LinkedIn Answers
Group Discussion (Group Discussion (ReUseReUse Content)Content)
Send Targeted Group Invites Send Targeted Group Invites
Weekly ToWeekly To--Do ListDo List
ResourcesResourcesSocialMediaWhatWorks.comSocialMediaWhatWorks.com
MyLinkWiki.comMyLinkWiki.com
JibberJobber.comJibberJobber.com
LinkedIn ToolbarLinkedIn Toolbar
http://http://www.LinkedIn.com/in/GreigWellswww.LinkedIn.com/in/GreigWells
Q & AQ & A
Should I Be Marketing on Should I Be Marketing on Facebook?Facebook?
Yes Yes Facebook is the #1 social destinationFacebook is the #1 social destination
More than 300 million active users and mMore than 300 million active users and more than 300,000 businesses
4th most trafficked website
The fastest growing demographic is those 35 years old The fastest growing demographic is those 35 years old and olderand older
More than 10 million users become fans of Pages each More than 10 million users become fans of Pages each day day
Why are they frequenting Why are they frequenting Business Pages?Business Pages?
Getting news or product updates (67%)
Having access to promotions (64%)
Viewing or downloading videos/music (41%)
Submitting opinions (36%)
Connecting with other consumers (33%)
If your business has prospects on Facebook and they would find any of the above interesting, you should build a business fan page.
SOURCE: Pace University study, 12/08
WhatWhat’’s the difference? s the difference?
Fan pageFan pageGroupGroupProfileProfile
Fan PageFan Page GroupGroup ProfileProfile
Multiple profiles per Multiple profiles per user alloweduser allowed
yesyes Yes up to 200 Yes up to 200 groupsgroups
NoNo
Search engine Search engine visibilityvisibility
Yes, visible to Yes, visible to search & non FB search & non FB membersmembers
Yes, visible to Yes, visible to search and non search and non FB membersFB members
NoNo
Membership sizeMembership size unlimitedunlimited unlimitedunlimited 5000 friends5000 friends
MessagingMessaging Can message all Can message all fansfans
Can message Can message no more than no more than 5000 members5000 members
CanCan’’t t message all message all friends at friends at onceonce
Announcements go toAnnouncements go to Updates list (most Updates list (most access from profile)access from profile)
To your inboxTo your inbox n/an/a
ApplicationsApplications Can add limited appsCan add limited apps Very limited Very limited preset apps preset apps availableavailable
Can add Can add nearly all appsnearly all apps
metricsmetrics Can measure page Can measure page activity through activity through insightsinsights
n/an/a n/an/a
Keys to Using FacebookKeys to Using Facebook
Make business personal Make business personal
Update your Facebook Page frequentlyUpdate your Facebook Page frequently
Harness the power of News FeedHarness the power of News Feed
Choose the applications that are best Choose the applications that are best for your businessfor your business
Promote your Page through Facebook Promote your Page through Facebook Ads Ads
What Can You Put on What Can You Put on Your Fan Page?Your Fan Page?
Event notices (tradeshows, conferences, specials)
Custom modules/applications
Newsletter or Opt-in box
RSS feed from your blog
Videos, Photos
Links to articles, blogs and websites
Notes (equivalent of mini blog posts)
Career Opportunities
Contests and Polls
Advertising on FacebookAdvertising on Facebook
Reach your target market (location, Reach your target market (location, gender, age, keywords)gender, age, keywords)
Inexpensive advertising Inexpensive advertising --choose pay choose pay per click (CPC) or impression (CPM)per click (CPC) or impression (CPM)
Advertise your website or a Facebook Advertise your website or a Facebook Page or EventPage or Event
Track your progress with realTrack your progress with real--time time reporting using Insights.reporting using Insights.
Why Twitter?Why Twitter?
Twitter has 40 million users who spent 300 million minutes on the site in April 2009, 3712 % more time than in April 2008
Twitter users spend 66% more dollars on the Internet than non-twitter users
Largest age group on Twitter is 35-49
Look and ListenLook and Listen
Monitor twitter for a few daysMonitor twitter for a few days
Add your first few tweetsAdd your first few tweets
DonDon’’t sellt sell
Engage in conversationsEngage in conversations
Use Use http://search.twitter.comhttp://search.twitter.com
Download twitter desk client (Download twitter desk client (SeesmicSeesmic, , TweetdeckTweetdeck, Twirl), Twirl)
Who is using Twitter?Who is using Twitter?
To update customers of company dealsTo update customers of company deals
DellDell
StarbucksStarbucks
To offer customer supportTo offer customer support
JetBlueJetBlue
ComCastComCast
To get closer to customersTo get closer to customers
Southwest AirlinesSouthwest Airlines
Whole Foods MarketWhole Foods Market
Twitter Desktop ToolsTwitter Desktop Tools
SeesmicSeesmic
TwhirlTwhirl
TweetdeckTweetdeck
HootsuiteHootsuite
What is a What is a HashtagHashtag??
A A hashtaghashtag ( # ) is a way to unite global ( # ) is a way to unite global Tweets around some particular topic. Tweets around some particular topic. Basically, these are tags that that help Basically, these are tags that that help those who seek similar content discover those who seek similar content discover your Tweets.your Tweets.
##hashtags.orghashtags.org a list of popular a list of popular hashtagshashtags
TweetchatTweetchat create chat rooms for create chat rooms for hashtagshashtags and see related tweets and see related tweets
Twitter ApplicationsTwitter Applications
TwitpicTwitpic -- For uploading photosFor uploading photos
TweetlaterTweetlater -- Scheduling tweets Scheduling tweets
TweetburnerTweetburner -- to track links you tweetto track links you tweet
TwellowTwellow –– twitter yellow pagestwitter yellow pages
TweetbeepTweetbeep –– alerts sent to your emailalerts sent to your email
http://http://optimizedstrategies.com/howto/twitter.pdfoptimizedstrategies.com/howto/twitter.pdf
Contact InfoContact InfoIra Kaufman [email protected]
http://www.linkedin.com/in/optimizedstrategies http://facebook.com/irakaufman Twitter @ira9201
Greig Wells [email protected] http://www.linkedin.com/in/greigwells http://facebook.com/greigwells Twitter @GreigWells
Patsy Stewart [email protected] http://www.linkedin.com/in/patsystewart htttp://facebook.com/patsystewart Twitter @stewartb2b
Brian Duvall [email protected] http://www.linkedin.com/in/BrianDuvall htttp://facebook.com/BrianDuvallTwitter @BrianDuvall
Create Your Digital FootprintCreate Your Digital Footprint