Putting Social Media To Work For Your Business

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<ul><li>1.Putting Social Media to Work for Your Business How Connecting with CustomersOnline Can Help you Grow Anthony Juliano AAF 6thDistrict Fall ConferenceOctober 2, 2009</li></ul> <p>2. 3. 4. Social mediais for real and its changing communicationand your business 5. Three Hard Truths 6. Social media isnt a magic bullet 7. Its easy to get distracted 8. Advertising is easier* *But less effective in the long run 9. Highest ROI </p> <ul><li>Word of mouth/referral </li></ul> <ul><li>Direct sales </li></ul> <ul><li>One-to-one/events </li></ul> <ul><li>Public relations </li></ul> <ul><li>Advertising </li></ul> <ul><li>Word of mouth/referral </li></ul> <ul><li>Direct sales </li></ul> <ul><li>One-to-one/events </li></ul> <ul><li>Public relations </li></ul> <ul><li>Advertising </li></ul> <p>Most dependent on relationships Promotion - Tactics 10. Effective use of social media Better relationships Better word of mouth 11. Marketers dont understand channels where you have to talkandlisten at the same time... The marketing industrys idea of two-way communication is to put an 800 number or a web address in an ad and take orders.--Josh Bernoff, Why marketers have trouble with full-duplex social technology, June 30, 2009 12. Case Studies and Ideas 13. The Big 4 14. Facebook </p> <ul><li>Best for:</li></ul> <ul><li><ul><li>Building relationships with a group of fans </li></ul></li></ul> <ul><li>Pitfalls:</li></ul> <ul><li><ul><li>When fan group is very large, its hard to manage relationships with individuals </li></ul></li></ul> <ul><li><ul><li>The primary brand is Facebook </li></ul></li></ul> <p>15. 16. Vanity URL 17. Frequent updates 18. Fun, interesting content 19. Incorporates video/blog postings 20. The result 21. Twitter </p> <ul><li>Best for:</li></ul> <ul><li><ul><li>Listening to customers </li></ul></li></ul> <ul><li><ul><li>Short-shelf-life information </li></ul></li></ul> <ul><li>Pitfalls:</li></ul> <ul><li><ul><li>Tweets are here today, gone tomorrow </li></ul></li></ul> <ul><li><ul><li>Labor intensive </li></ul></li></ul> <p>22. 23. Claimed their territory 24. Frequent tweets 25. Play with customers 26. Exclusive/time-sensitive promos 27. The result 28. The result 29. YouTube </p> <ul><li>Best for:</li></ul> <ul><li><ul><li>Demonstration </li></ul></li></ul> <ul><li><ul><li>User generated content </li></ul></li></ul> <ul><li>Pitfalls:</li></ul> <ul><li><ul><li>User generated content will not always be favorable </li></ul></li></ul> <p>30. 31. Branded channel 32. Helpful content 33. Fun, engaging contests 34. The result 35. LinkedIn </p> <ul><li>Best for:</li></ul> <ul><li><ul><li>Professional services providers </li></ul></li></ul> <ul><li><ul><li>Career advancement</li></ul></li></ul> <ul><li>Pitfalls:</li></ul> <ul><li><ul><li>A little boring </li></ul></li></ul> <p>36. I dont know that I would have been aware of the opportunity if it hadnt been for LinkedIn --Stephen Hassett, VP New Ventures 37. Think beyond the Big 4 38. Photo sharing Blogs Discussion groupsNiche networks Intranets and wikis RSS Feeds Social news sites Virtual worldsSocial gaming 39. Photo sharing sites 40. 41. Who could promotetheir business via Flickr? </p> <ul><li>Photographers </li></ul> <ul><li>Personal trainers </li></ul> <ul><li>Auto dealers </li></ul> <ul><li>Antique dealers </li></ul> <ul><li>Jewelers </li></ul> <ul><li>Hairstylists </li></ul> <ul><li>Painters </li></ul> <p>42. Blogs 43. 44. What Dell does well on its blog </p> <ul><li>Frequent posts </li></ul> <ul><li>Conversational voice </li></ul> <ul><li>Break news </li></ul> <ul><li>Listen and respond to customers </li></ul> <ul><li>Incorporate video </li></ul> <ul><li>The result: an engaged audience that has a reason to think about the brand every time Dell posts </li></ul> <p>45. Discussion Groups 46. 47. What Ivy Tech does well with its discussion group </p> <ul><li>Easy to find </li></ul> <ul><li>Responds quickly </li></ul> <ul><li>Filters spam but allows dissent </li></ul> <ul><li>Connects posters to peers </li></ul> <ul><li>The result: efficiencies, thousands of questions answered and students satisfied </li></ul> <p>48. Niche social networking sites 49. 50. What AARP does wellon its niche network </p> <ul><li>Builds its brand </li></ul> <ul><li>Removes barriers for its target audience </li></ul> <ul><li>Replicates best of the megasites, but cuts the clutter </li></ul> <ul><li>Subgroups </li></ul> <ul><li>The result: gives AARP another hook with members </li></ul> <p>51. 52. Internal social networks and wikis 53. 54. Whats possible on an internal social network/wiki? </p> <ul><li>Build camaraderie </li></ul> <ul><li>Harness collective intelligence </li></ul> <ul><li>Improve productivity and downtime </li></ul> <ul><li>Monitor morale </li></ul> <ul><li>Recruitment </li></ul> <ul><li>Education </li></ul> <ul><li>Mass communication </li></ul> <p>55. RSS Feeds 56. Social news sites 57. 58. Social news sites </p> <ul><li>Allow users to share stories, articles, media </li></ul> <ul><li>Users rank quality of content, which influences placement </li></ul> <ul><li>A great way to attract attention, traffic, and links </li></ul> <ul><li>The result: helps you promote your news to a wider audience </li></ul> <p>59. Virtual worlds and social gaming 60. 61. 62. 63. Ten Ways to Use Social Networkingto Grow Your Business 64. Ten Ways to Use Social Networking to Grow Your Business </p> <ul><li>1. Actively promote yourself/ your business, but </li></ul> <p>65. Ten Ways to Use Social Networking to Grow Your Business </p> <ul><li>2. Share advice, expertise, and your interests/activities more often than you actively sell/promote </li></ul> <p>66. Real estate agents are finding that the best connections are made when they put themselves out there first, rather than just their listings. That makes sense and benefits consumers, who can get a head start on finding an agent whose personality meshes with their own. Its easier to make the single biggest investment of your lifetime if you like the person helping you make that decision. --Realtors all a-twitter over social mediaspossibilities, Chicago Tribune , Feb. 20, 2009 67. Ten Ways to Use Social Networking to Grow Your Business </p> <ul><li>3. Start a blog </li></ul> <p>68. Ten Ways to Use Social Networking to Grow Your Business </p> <ul><li>4. Visit others (relevant) blogs and participate frequently </li></ul> <p>69. Ten Ways to Use Social Networking to Grow Your Business </p> <ul><li>5. Launch a YouTube channel, Flickr photostream or a podcast </li></ul> <p>70. Ten Ways to Use Social Networking to Grow Your Business </p> <ul><li>6. Create a nichesocial networking site </li></ul> <p>71. Ten Ways to Use Social Networking to Grow Your Business </p> <ul><li>7. Use Twitter to listen to your customers </li></ul> <p>72. Ten Ways to Use Social Networking to Grow Your Business </p> <ul><li>8. Connect with others in your industry</li></ul> <p>73. Ten Ways to Use Social Networking to Grow Your Business </p> <ul><li>9. Promote your content throughsocial news sites and RSS feeds </li></ul> <p>74. Ten Ways to Use Social Networking to Grow Your Business </p> <ul><li>10. Integrate your social media efforts with the rest of your marketing </li></ul> <p>75. Getting Started 76. Getting started </p> <ul><li>Decide whether social networkingis right for you </li></ul> <p>Are you willing to put in the time? Does it interest you? Do you want more business? Can youhandlemore business? 77. Getting started </p> <ul><li>Stake your claim </li></ul> <p>78. Getting started </p> <ul><li>If youre new tosocial networking,dont jump inright away watch and learn </li></ul> <p>79. Getting started </p> <ul><li>Decide what niche youll focus on, which tools youll use, and how much time youll devote to social networking for business </li></ul> <p>80. Getting started </p> <ul><li>Decide whether youll do it yourself or partner with a consultant/vendor </li></ul> <p>81. Getting started </p> <ul><li>Consider establishing personal/organizationalpolicies and protocols </li></ul> <p>82. Getting started </p> <ul><li>Decide how youll measure ROI </li></ul> <p>83. How to get started 84. Questions? 85. Thanks! [email_address] (260) 424.3373 If you enjoyed this presentation, please recommend me on </p>