#4 imu: successful business uses for facebook and linkedin (gf202)

• 1. Successful Business Uses for Facebookand LinkedIn (GF202) Professor:Elyse Tager ,Silicon Valley AmericanMarketing Association

2. Online and Traditional Media Done Right For Business June 2009 3. Social Media for Business

• Inbound vs Outbound marketing

• LinkedIn vs. Facebook different cultures = different objectives

• Time vs. $$ - its free, but.

4. Get Started

• Know your audience, be clear about your objective(s)

• Play with the tools yourself first,

• • Be sure to check out Learning Center for LI, and FB About page

• Check out groups in various applications and see what they are doing.Learn by emulating

• Participate in your community

• Define the outcome and then pick the right tool for the job

• Start with measurement in mind.

5. Possible Objectives

• • Personal Branding/Career management/job search

• • • Branding

• • • Establishing thought leadership

• • • Gaining knowledge

• • • Establishing professional credibility

• • Corporate

• • • Customer relations/customer service

• • • Crisis management

• • • Corporate reputation management

• • • Event management

• • • Lead generation/promotion/sales

• • • Internal communication

• • • Issues/advocacy/fundraising

• • • PR/Twitpitching

6. Strategy for any objective

• Connect/Create/Engage

7. Connect

• Building your connections strategically

8. Create

• Create content- Each post has the opportunity to either create content, or point to content

• • Link to your website of blog

• • Link to articles/white papers etc of value

• • Link to picture, videos, podcasts

• Frequency to gain attention/momentum

• Be of Value in each of the above

9. Engage

• Post/comment often

• Pose questions publicly to other members

• Answer queries

• The secret sauce for all Social Media is in the engagement.The more you connect, the more will come back to you.

10. LinkedIn

• Over 41 million members in over 200 countries and territories around the world.

• A new member joins LinkedIn approximately every second, and about half of our members are outside the U.S.

• Executives from all Fortune 500 companies are LinkedIn members.

• Different levels of participation

• • Personal = free

• • Biz, Biz plus, biz pro= more features, more $

11. LinkedIn

• What can you do?

• • Homepage-use it

• • Profile importance, add apps, build in keywords

• • Company pages profile and search

• • Build and Maintain a meaningful network

• • Join Groups

• • Ask/answer questions

• • Show up in Service Provider request recommendations

• • Polls

12. LI Home Page

• News

• Inbox-control panel for all of your LinkedIn user interactions

• Network Update -feed displays the latest activity of your connections.

• Profile views brand management who is viewing you

13. LI Create and optimize your Personal Profile

• Headline

• • be specific about your location and industry

• • Use headline to attract visitors including search engines

• Real time updates

• • Similar to Twitter update frequently w/ value/thought leadership

• This will show up in your connections network updates

• Add your online places website, blogs etc

• • Edit to name your company or blog more click thrus

14. Profile

• Summary who are you, what do you do. Elevator pitch, optimize for keywords

• Education use for connections

• Interests maybe too personal for biz use you decide

• Security settings decide how open and visible you want to be

• Add apps for credibility depth

15. Company Profile

• Description keywords, elevator pitch

• Logo

• Employee info

• All are searchable w/in LI and outside

16. Company Search

• Search by name, location, industry

• Browse industries

• Companies in your network

17. Building your Network

• Aggregate all databases

• Upload from Outlook, ACT, GMail, AOL etc and invite all

• Search your connections connection

• Let LinkedIn suggest connections

• Search for your old contacts, school mates, work-mates

• Peruse members of relevant groups

• Quality and relevance trumps quantity

18. Groups

• Can search for groups by category

• Join strategically up to 50.Seek common interest, experience, affiliation, and goals

• Check your connections to see what groups they have joined

• Use to find new connections, ask for help, pose questions, find resource, solve problems

19. Ask/Answer Questions

• Ask/answer questions to get or give answers from your network and others outside

• Can showcase your knowledge, expertise, and interests by answering questions

• Questions will be listed on your profile good branding.

• Answers will show up on your network update

• When answering you may be chosen as expert adds more credibility

• Dont over use for self-promotion sounds like spam

20. Service Provider

• Built from recommendations ask for these frequently using request recommendation function

• Use to find providers or be one

21. Polls

• New feature

• Can only ask one question

• Can send to your contacts or to larger audience (for a fee)

• Jury is out

22.

• 20 million active users

• 100 million users log on daily

• 600K new users daily

• 3 rdmost trafficked website

• Fastest growing demographic = age 35+

• More than 4 million people become fans of pages daily

23. FB - Getting started biz vs. personal accounts

• Start by building a personal profile

• • Basic info

• • Personal profile

• • Contact info

• • Education

24. Personal Profile Account Settings 25. Personal Profile Privacy Settings

• Control who can see how much of your profile

• Who can search for you and how much they can see

• Control what of your activity is visible on your wall and newsfeed

26. Personal Profile - Friends

• Connect with Friends

• • Use networks and groups to find

• • Invite friends function

• • Find friend function

• Think strategically about why you are connecting

27. FB for biz

• Page

• Group

• Events

• Ads

• Metrics

28. Create your page 29. Biz Page 30. Edit Page 31. Biz Page Tips

• Be sure to sign up as your first fan

• Have 2 admins in case one disappears

• Update frequently

• Add FB page to your email address promote shamelessly, FB badge on blog

• Create a beefy page videos, blog posts, discussions, photos

32. Facebook Group

• Must be a member to view

• Internal w/in FB

• Search engines will not find

• May want to create both

33. Events 34. Facebook Ads 35. Step 1 Create Ad 36. Step 2 - Targeting

• Target Your Audience By:

• • Location

• • Age

• • Sex

• • Key