social media workshop event 2010 - allied executivessocial media workshop event 2010 presented by...

Social Media Workshop Event 2010

Presented by Allied Executives ● www.alliedexecutives.com ● (651) 735-0740

Social Media Workshop Event 2010

Bill English

CEO Mindsharp and The Best Practices Conference

Allied Executives Social Media Workshop Event 2010

HOW I USE SOCIAL MEDIA

Bill English, MVP, CEO Mindsharp

Agenda

Notes from the field

Demos (yes, LIVE demos)

Wrap up

Notes from the Field

I use social media because:

My customers use it

My influencers use it

My professional peer group uses it

My target market is scattered nationwide

Efficient way to communicate


Did I *want* to use them? No. Why?

Their use consumes precious time

I don’t want technology baked into my life

Traditionalists – Boomers - GenX’ers – Millenialists

Read: “When Generations Collide”

Lose focus on high value activities

But isn’t talking with the market high value?

ROI is difficult to measure


Yet, I’ve found real value in using them:

Stay better informed with a distributed market

“Bump into” opportunities that surface only through the grapevine

Example: AIIM


Should everyone use them? No. Assess the following:

How do your customers relate to your company?

Is your sales transaction-based or relationship-based?

Does your peer group use social technologies?

Does your influencer groups use social technologies?

Etc….

Don’t use them just to use them

Social Media w/o purpose = Frustration

Comprehensive Approach

Social Media tools should be integrated into your Personal Information Management (PIM) toolbox

What do I use: Internet Explorer Outlook SharePoint Office Suite LinkedIn* FaceBook* FeedDemon* MSN Messenger* TweetDeck* Live Meeting/VOIP CRM Accounting Software

Agenda

Notes from the field

Demos (yes, LIVE demos)

Wrap up

LINKEDIN

Demo

FEED DEMON

Demo

TWEETDECK

Demo

Wrap Up

Plan on 6-12 months to gain comfort level

Plan on tool changes during ramp up time

Use tools that are most effective

Map out which job functions in your company lend themselves to the use of social media

Requires organizational skills to use effectively

Train, train, train

Mark Pihart Attorney/Chair of Employment Law Practice

Winthrop & Weinstine


Navigating the

Information

Superhighway:

Understanding the

Impact of Social Media

In the Workplace

Presented by

Mark A. Pihart

(612) 604-6623

[email protected]

Potential Legal Exposure Due to

Employee Use of Social Media

• Discriminatory/Derogatory Postings;

• Threats of Violence;

• Disclosure of the Company’s Confidential Information/Trade Secrets;

• Defamation;

• Illegal Content;

• Participation in Lawful Conduct;

• Invasion of Privacy; and

• Copyright Infringement.

How To Minimize Risk To Your

Company

• Implement an electronic use policy:

Employees should be told they have

no expectation of privacy regarding

use of the Internet and social

networking sites.

Incorporate and reference other

employment policies.

If consistent with company policy,

prohibit use of social networking

sites while at work or block sites in

the workplace, unless required by

an employee’s job duties.

Can An Employer Monitor Social Media

Content of Its Employees

• Invasion of Privacy Concerns

• City of Ontario v. Quon:

Can an employer read text

messages sent on a workplace

mobile device?

Lower court: Generally, individuals

have a reasonable expectation of

privacy in stored text messages.

Exceptions:

– Consent of the writer or recipient

– Computer use policy

Invasion of Privacy Concerns (cont’d)

• Yaith v. Fairview Cedar Ridge Clinic

MySpace posting was per se

“publicity”

Communication via social

networking sites is considered

communication to the public

Number of actual viewers irrelevant

Potential Liability for Employee‟s Use

of Mobile Devices

• Texting While Driving/Operating a

Motor Vehicle

Unlawful in Several States and

Municipalities

Ask:

Is the employee acting in the

scope of employment?

Potential Liability for Employee‟s Use

of Mobile Devices

• Overtime

Use of mobile devices may be considered

time worked by non-exempt employees

“De minimis” time

Time spent on-call

Exempt Employees


Company

• Carefully consider which employees should be

issued company-owned mobile devices.

• Consider drafting and implementing policies to

address the use of mobile devices.

Employer monitoring of text messages

Operating a motor vehicle

Use after regular work hours

Can the Company be sued for

information posted on social

networking sites?

Employee Complaints

• Look for:

Complaints of discrimination or

harassment;

Complaints of unpaid overtime or other

wage and hour violations;

Any concerted activities that may be

protected under the National Labor

Relations Act; or

Complaints of unlawful activities that may

be protected by whistleblower laws.

Be mindful of federal and state laws that

prohibit retaliatory action.


Company

• Make sure Company policies clearly

state correct procedures to file

complaint.

• Advise that personal Internet postings

unrelated to the employee’s job duties

should clearly state that the opinions

expressed in the posting are the

individual’s personal opinion and not

the Company’s opinion.

Use of Social Media in the Hiring

Process – Be Careful What You Ask For

• Anti-Discrimination

Pictures that reveal protected classification;

and

Searches that uncover membership in

organizations based on protected

classification.

• Fair Credit Reporting Act

Applies to background checks conducted

by a third party (not the employer).

• Participation in Lawful Conduct

Check state laws.


Company

• If you use social media to review an

applicant’s background, do so for all

applicants.

• Hiring policies must be applied

consistently with regard to all

applicants.

• Verify information obtained through

Internet searches.

• Document the reasons for any

employment decision.

Copyright Laws

Can the Company be sued for an

employee’s use of someone

else’s work?

Copyright Laws

• Yes, if the employee uses a

copyrighted work without

authorization.

• Under some circumstances, use of

quotes or samples may be

permissible.

• Downloading copyrighted material

from the Internet is considered

infringement.


Company

• Consider whether use constitutes “fair

use.”

• Implement a policy which requires

employees to obtain permission prior

to including/downloading copyrighted

material on a Company sponsored

posting.

5379904.2

THANK YOU!

www.winthrop.com

Rachel Gold Communications Consultant

Ingenuity Marketing Group, LLC.


35 © 2010 Ingenuity Marketing Group, LLC

LinkedIn: Tactics for

Business Development


Who is Ingenuity Marketing Group?

Helps professional service firms grow;

markets people rather than products


37 © 2009 Ingenuity Marketing Group, LLC © 2009 Ingenuity Marketing Group, LLC

LinkedIn Demographics

Users over 35-49 - 38%

Users over 50 - 32%

Income over $100,000 - 38%

College - 48%

Grad school - 27%

© 2010 Ingenuity Marketing Group, LLC



LinkedIn for BD

Client expectations

Warm up relationships

Highly accessible

Messages can be on brand

Drives web traffic to your site




LinkedIn Integration

Outlook

CRM systems

Twitter

Blogs




Using Introductions

Use online opportunities to create calls to action and in-person meetings




Using Search

To find new prospects and ask for

introductions

To warm up meetings

To add value to prospects and clients




Using Your Profile

Include interests and other reasons to

connect with you



43

Using Answers

LinkedIn users are searching for

answers to their business questions



Participating in Groups

Ongoing conversations

An opportunity to listen

Share relevant content



Thank you.

Rachel Gold

[email protected]

www.IngenuityMarketing.com

651.690.3358

mailto:[email protected]

http://www.ingenuitymarketing.com/

Ponara Eng Sr. AE, Digital Strategy

Brandspring Solutions, LLC.


Social Media ROI

Leveraging social media

to deliver real results

Social Media R.O.I.

BrandspringSolutions.com

“There is nothing more

powerful than an idea

whose time has come.”

- Victor Hugo

...but it can be

a little scary too.

Recent Headlines

Social sites are also enormous ad

networks with unique targeting &

action/sales generating potential.

It‟s Not Just About the Fans

500 Million User Base

Direct-Hit Targeting By:

Age

Gender

Education

Workplace

Affinity

CPC or CPM

Conversion Code

Facebook as Ad Network

Promoted #tweets as a fast way to insert yourself into discussion.

Twitter results now appear on Google - move to real-time web.

Dell has attributed $6+ million in sales to Twitter-specific promos.

Twitter: Real-Time Social

Linked In: Reach Decision Makers

Trigger Ads by:

Age

Gender

Region/Geography

Function & Seniority

Industry & Company Size

Typical Uses:

Grow Your Network

Contact Decision makers

Generate B2B Leads

Land a Client via Answers

Advertise via DirectAds

Average Age 40+

Average Income

$110K+

FB landing page can be an ad,

„ticket window‟, lead generator,

mini-site.. not just the “wall”.

Next: Transactions on Facebook

Get SEO tactics right first: Site Taxonomy, Usability, Content, & Links.

Fully Optimize Your Google Adwords PPC

Test new Google products like Re-Marketing, Place Pages, & Shopping Results.

Integrate Facebook & Social Apps into your site

Low Hanging Fruit

Set Objectives (Engagement, Traffic, Sales)

Measure Cost Per Return (Likes, Mentions, Sales)

Deliver Value, Not Fluff

Monitor Those Discussing Your Product or Company

Avoid the Social Media Time Suck

Digital Media: Social, Mobile, Timely, Personal

• The New Normal: Don’t think of it as “social media”, but that media is social.

• Convergence: Google is becoming real-time & social while Facebook is becoming an ad network & search engine.

• The More Things Change: Make social media accountable by setting goals & measuring results. (“Cost per Fan”)

Social Media is not a strategy..

but another set of tools to implement strategy.

Integrate / Align with your company’s

Golden Objectives, Values & Mission.

BrandspringSolutions.com

Tyler Olson President SMCpros


Source: State of Inbound Marketing Report - http://bit.ly/aewfHr

http://bit.ly/aewfHr

o

o

o

o

o

Allied Executives Social Media Workshop Event

• Explore Social Media with a trial and error attitude.

• Be committed!

• Find out where, why & how your targeted audience can

be found.

Allied Executives Social Media Event Summary


1. Lead generation – find & engage prospects

2. Provide Customer & Technical Support

3. Learn from customer & employee feedback

4. Brand Development – for products, services and companies

5. Generate Publicity – Stories shared by followers

6. Learn about your competition

7. Increase web site traffic and Search Engine Optimization

Social Media Applications


1. Create a SM team including all functions/departments with the

proper leadership

2. Identify your SM purpose and desired results

3. Develop a clearly defined SM plan and actions

4. Define all necessary rules of engagement

5. Measure results and ROI

6. Utilize outside expertise for guidance

7. Be accountable to the learning and implementation process

Social Media Strategies

Panel Discussion

social media workshop event 2010 - allied executivessocial media workshop event 2010 presented by...

Documents