how to use social media as an employer
DESCRIPTION
Demystifying Social Media for Small BusinessesTRANSCRIPT
© LinkedIntoBusiness 2011
Social MediaA Starting Point
Demystifying Social Media for your Business
04/12/2023 © LinkedIntoBusiness 2011
Learning Objectives
• Definitions: Social Media and Attraction Marketing
• Privacy? Is there any on Social Media?
• Popular Tools: Twitter, LinkedIn, Facebook, YouTube, blogging
• 6 Tips to use Social Media effectively (and what not to do)
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What is Social Media?A free tool:• Providing user generated content
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What is Social Media?A free tool:• Providing user generated content• Which widens your sphere of connections and
influence
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What is Social Media?A free tool:• Providing user generated content• Which widens your sphere of connections and
influence • Allowing you to provide, share and receive
information with a targeted audience
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What is Social Media?A free tool:• Providing user generated content• Which widens your sphere of connections and
influence • Allowing you to provide, share and receive
information with a targeted audience….OR the world
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What is Social Media?A free tool:• Providing user generated content• Which widens your sphere of connections and
influence • Allowing you to provide, share and receive
information with a targeted audience …..OR the world• And allowing you to position yourself or your company as experts (SME)
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Attraction VS Push Marketing
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User Generated = User Regulated (Social Media Safety)
Attraction Marketing Demands:• Transparency, Integrity, Authenticity
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User Generated = User Regulated (Social Media Safety)
Attraction Marketing Demands:• Transparency, Integrity, Authenticity• Immediacy
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User Generated = User Regulated (Social Media Safety)
Attraction Marketing Demands:• Transparency, Integrity, Authenticity• Immediacy• Commitment
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User Generated = User Regulated (Social Media Safety)
Attraction Marketing Demands:• Transparency, Integrity, Authenticity• Immediacy• Commitment• Relationships
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Key Factors of the Social MediaMovement
• Desire for connection
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Key Factors of the Social MediaMovement
• Desire for connection• Need to be heard
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Key Factors of the Social MediaMovement
• Desire for connection• Need to be heard• Quest for authenticity
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Key Factors of the Social MediaMovement
• Desire for connection• Need to be heard• Quest for authenticity• Ease of use & low barriers to entry
(Free! )
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Key Factors of the Social MediaMovement
• Desire for connection• Need to be heard• Quest for authenticity• Ease of use & low barriers to entry
(Free! )• Unprecedented access to information
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Key Factors of the Social MediaMovement
• Desire for connection• Need to be heard• Quest for authenticity• Ease of use & low barriers to entry
(Free! )• Unprecedented access to information• Ground Leveling Marketing potential
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Some Social Media Stats
Social Media Industry Marketing Report: www.socialmediaexaminer.com• 65% of business are now using social media• 56% are using social media for 6 hours or
more each week, and nearly one in three invest 11 or more hours weekly.
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SME Findings:
• 85% use social media to generate • 63% use SM to increasing traffic• 56% use SM to build new business partnerships • Twitter, Facebook, LinkedIn and blogs were the top four
social media tools used by marketers• A significant 81% of marketers plan on increasing their use
of blogs• Only 14% of businesses are outsourcing any aspect of their
social media marketing• Average age? 39• 55% are women
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Still not Convinced?
The ROI of Social Media
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Today we’ll look at:
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GenderMale 45%Female 55%
Age3-17 18%18-34 45%35-49 24%50+ 14%
Monthly Visits358,190,621
Users201,412,281
EducationNo College 49%College 38%Grad School 13%
Annual Income
$0-30K 17%$30-60K
25%$60-100K
28%$100K +
30%
100% of Fortune 500 Companies
Have Twitter Presence
© LinkedIntoBusiness 2011
What is Twitter?
• 140 character micro-blog• Updater that is viewable in a lot more places• A giant chat room where you choose who you
follow, and who follows you• Instant Messaging that is public, archived and
searchable
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Who Cares?The “Water-Cooler” of the 21st Century
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@linkedinexpert28
Engage with Your Community
It’s a conversation:• What are people in your industry talking
about? Get into the conversation with potential clients
• Showcase your expertise • Create new relationships (and advocates)
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Twilert.comTwilert keeps track of all tweets that mention the things you are Interested in :• Your Industry• Your Company Name• Your Name• Your Product or Service
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Twitter Tips: Connect
Twitter is a place to learn, listen and then connect with people who can offer you work or advice.
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Twitter Tips: Goals
Be clear on what you have to offer, then be clear on your goals for using Twitter. This will keep you from wasting time!
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Twitter Tips: Follow Influences
Find out who the influences are in your industry and see if they are on Twitter. If they are, follow them.
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Twitter Tips: Follow LocalsUse Twitter.Grader.com and LocaFollow.com to find and follow the local Influencers in your State (or your target States)
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Twitter Tips: Common Sense
• Don’t Tweet anything that you would not want to see on the front page of a newspaper or wildly famous website.
• Don’t tweet anything you wouldn’t want your Grandmother or Granddaughter to see
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Facebook Stats
• Over 600 million active personal profiles • Over 100 million business pages • Users spend an average of 700 billion minutes
a month on Facebook (More people visit Facebook than Google!)
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Your Clients?
Some FACTS you need to know:• Facebook’s 35-54 year old demographic segment
increased 276.4% in the past 6 months• 55+ age group showed a growth rate of 194.3%• Millennials use Facebook more than Email…
-- iStrategic Labs Statistical Report
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Can Facebook Help with Marketing?
BENEFITS:• Branding and Top of Mind Awareness (TOMA)• “Real Time” engagement with clients,
employees, partners• List research and building• “Like” website integration• Event / Product Promotion• Expanded Reach
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Engagement:Conversations – It’s a two-way street
• Share valuable, useful, helpful content• Comment and “Like” often (do unto
others and the “Top News”)• Promote others• Share of yourself (Personal VS Private)
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Promote• Industry information feed (Blog/Notes)• Video and Photos• Share your products and services• Contests• Testimonials• Good News
Remember the 80/20 rule!
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Your Concerns Addressed
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How Secure is Facebook?
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Who Has Access to My Profile?
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What is LinkedIn®?• Largest professional social network at 90+ M • A new member joins LinkedIn approximately
every second, half are outside the U.S. • Executives from all Fortune 500 companies
are LinkedIn members.
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LinkedIn Users
• Average Years of Experience – 15 yrs.
• Average Age – 41 yrs.• 47% are “Decision-
makers” • Average income – 109K
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How does LinkedIn work?
Allows for an exchange of knowledge, ideas, and opportunities with a broader network of professionals.
Has an unparalleled search engine (fields)
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1.You are a record in the database2.The records are connected3.The connections form a network you can use
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How do I use LinkedIn Best?•Make connections – you don’t know who you
don’t know – who might be your next client•Share your knowledge (groups and answers)•Search for employees•Research clients•Research competitors•Create strategic partnerships
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Some Specific Actions to Take• Know your brand – know your keywords• Why You? (Expertise, Industry, Niche?)• Connect to people you know and some
LIONs
• Create Your Profile in a Word Document
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WHY? The clearer you are on your brand, the better you represent yourself, the more
employers you will attract© LinkedIntoBusiness 2011
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Optimizing your Profile
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My keywords – My Industry
Job TitleOffersServicesIdeal Client
WHY? Get found to get hired.© LinkedIntoBusiness 2011
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Building Relationships
• Use “Advanced Search” for Strategic Connecting• LinkedIn’s Connection Tools• Join Groups (and reverse engineering)• TopLinked.com (Open Networkers Only)
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WHY? You’re only as visible as the size of your
network
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“Old Fashioned” Etiquette
• Be Courteous• Be Relevant• Be Responsive• Email• Pick up the phone• Help someone out!
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WHY? Because it’s still a SOCIAL network
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YouTube
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How can you best use video?• Make your title count• Provide excellent content• Include your URL in your video and in your description• Take advantage of video’s branding
opportunities(See local Rob Smith with RobAdvertising for more)
A great video on – using video56© LinkedIntoBusiness 2011
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• An inexpensive way of creating a website• Increase your SEO• Do away with Content Management charges• Share dynamic and valuable information• Increase click thru and grow lists• Higher Google ratings (get found!)
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EASY: Posterous.com
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Best, but Trickier: Wordpress
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1. Do a little bit everyday to stay in touch (can be 15 mins)2. Keep everyone you know in the loop (email and SM)3. Don’t count anyone out as unuseful & be open to new
contacts (You don’t know who you don’t know who might be your next client.)
4. Engage your employees5. Have a Social Media Policy6. Have a Social Media “Style Sheet”
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Some Resources for YouCopy of this presentation: http://slidesha.re/LCWCsocialmedia (Password: LCWC2011)
Free LinkedIn for B2B eBook: http://slidesha.re/b2bebook
Excellent Websites for more Social Media:http://LinkedIntoBusiness.comhttp://Mashable.comhttp://SocialMediaExaminer.comhttp://blog.hubspot.com/
© LinkedIntoBusiness 2011
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Contact Me
• Please feel free to invite me to connect: [email protected]
• www.linkedin.com/in/linkedinexpert• Tweet me @LinkedInExpert• Call me at: (970) 481-8916• Facebook me at:
www.facebook.com/viveka.vonrosen• Check out my website:
http://LinkedintoBusiness.com
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