riding the wave of socal media to grow your business

Riding the Wave of Social Media to Grow Your Business

Atle SkjekkelandAIIM@skjekkeland

Dan O’LearyLincWare@danieloleary

www.aiim.org/certification

Great Moments in Statistics Reasoning!• The Japanese eat very little fat and suffer fewer

heart attacks than the British or the Americans.• On the other hand, the French eat a lot of fat and

also suffer fewer heart attacks than the British or the Americans.

• The Japanese drink very little red wine and suffer fewer heart attacks than the British or the Americans.

• The Italians drink excessive amounts of red wine and also suffer fewer heart attacks than the British or the Americans.

• Conclusion: Eat and drink whatever you like. It's speaking English that kills you.

Source: en.gauge media

Cluetrain Manifesto:Markets are conversations.

Why should you care?

BECAUSE 34% OF BLOGGERS POST OPINIONS ABOUT PRODUCTS AND BRANDS.

Source: Socialnomics

Why should you care?

BECAUSE 57% FEEL BETTER SERVED BY COMPANIES THAT CONNECT WITH THEM VIA SOCIAL MEDIA.

Source: 2008 Cone Business in Social Media Study

Why should you care?

BECAUSE 57% FEEL BETTER SERVED BY COMPANIES THAT CONNECT WITH THEM VIA SOCIAL MEDIA.

Source: 2008 Cone Business in Social Media Study

Why should you care?

BECAUSE 78% OF CONSUMERS TRUST PEER RECOMMENDATIONS

Source: Socialnomics

“A new class of company is emerging—one that uses collaborative Web 2.0 technologies intensively to connect the internal efforts of employees and to extend the organization’s reach to customers, partners, and suppliers.

We call this new kind of company the networked enterprise.”

Source = McKinsey Quarterly, The rise of the networked enterprise

The benefits of the networked enterpriseCustomer- related purposes, n=1,708

% reporting this

median improvement

Increasing effectiveness of marketing 63%

- Awareness 20%

- Consideration 15 %

- Conversion 10%

- Loyalty 10%

Increasing customer satisfaction 50% 18%

Reducing marketing costs 45% 15%

Reducing support costs 35% 10%

Reducing travel costs 29% 20%

Reducing time to market 26% 20%

Increasing number of successful innovations 24% 15%

Increasing revenue 24% 10%

Source = McKinsey Quarterly, The rise of the networked enterprise

How to use social media?

My Social Media Principles

1. Social media is a dialog, not a monologue2. The person that shares the most will become

the most recognized industry expert3. Don’t just follow others revolution, create

your own4. The world is flat again – reputation matters!

How will your customers learn about your products?

Best Practices Communication Brand Exposure Traffic to Site

Twitter

Facebook

LinkedIn

YouTube

Digg

Del.icio.us

Good

Good

Good

Good

OK

OK

GoodOK Bad

Good Good OK

GoodOK Good

Bad Bad OK

Source: CMO.com

First Things First

Setup your Profile

Determine who to follow

Tweet!

What is an @Reply?

What is an @ Mention?

Use hashtags to identify relevant conversations

Twitter Lingo

Let’s talk beer!

Red Cross Responds

Dogfish Helps Out

People Donate

Twitter Apps

• #AIIM• #ECM• #Capture• #SharePoint

Connect with experts

1. Assimilate before you communicate

2. Style your profile3. Add value, not noise4. Mingle like you’re single5. Let you be you6. Be upright and straight up7. Avoid TUI (Tweeting under

the influence)8. DN’T CT CRNRS9. Can the Spam10. Wag the Tag11. Show RT love, give props12. Keep on truckin’

Tweets to Success

Facebook – not just for family and friends…

LinkedIn – The Business Network?

Join other industry groups

Provide value – share your experience and expertise

The Importance of Monitoring

Strategies for Success

8 Ways to Use Social Media 1. Monitor conversations about

your company and products2. Keep up to date on your industry3. Give great customer service4. Provide emergency updates5. Gain customer feedback and

opinion6. Move positive information to

the top7. Drive traffic to your website8. Create a reference library

Source: http://kikolani.com/8-ways-businesses-social-media.html

• Ride the daily deals wave– Use sites like RapidBuyr for B2B

promotion• Create a Foursquare and

Facebook presence– Make it easy for customers to

check-in and share this• Enable word-of-mouth marketing

– Ask customers to review your business on Yelp, Google Places, and LinkedIn

Source: http://www.marketingprofs.com/articles/2011/6016/three-new-ways-to-market-your-small-business

3 New Marketing Opportunities

Connect…

@/Skjekkeland

@danieloleary

Questions?

Picture courtesy of Oscar Berg, Tieto