social basics for independent professionals

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Social Basicsfor Independent Professionals

©2014 Filigree Consulting Inc.All Rights Reserved

04/18/2023 ©2013 Filigree Consulting Proprietary and Confidential

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To social or not to social?

Should you use Facebook or Twitter or LinkedIn? Is this really your question?

Perhaps the question you are really trying to answer is…

Can social media help me to exceed my business goals and does it make sense to integrate into my

business strategy?

Source: Sept 2013 http://socialmediatoday.com/andykinsey/1707816/social-media-men-vs-women


http://socialmediatoday.com/andykinsey/1707816/social-media-men-vs-women

Social Maturity?

• Believe it or not – social platforms are still at an immature state.– mature in terms of users– immature in terms of uses

• Demographic of social users 35yrs + remain as an untapped market for prospecting

• As they get more comfortable, they will turn to social platforms for needs, wants and referrals

Will you be there?

04/18/2023 4©2014 Filigree Consulting Inc.

All Rights Reserved

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Do you…

search for potential customers or buyers (a.k.a prospecting)?

ask for recommendations/reviews? provide examples of your work? leverage competitive information? leverage printed marketing material? want your clients to refer business to you? share knowledge with your clients and prospects? want to know what people think of you, your business or

your competitors business? want to be truly accessible? want to be easy to contact and refer?


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The POST model

People. Objectives. Strategy. Technologies.

• Source: http://forrester.typepad.com/groundswell/2007/12/the-post-method.html


http://forrester.typepad.com/groundswell/2007/12/the-post-method.html

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The POST model

• People. What kind of clients and prospects do you have? How do they behave online? What is their Social Technographic Profile?

• Objectives. What are your goals? Are you more interested in listening in order to gain insights? Or do you want to enable your customers to generate more awareness?

• Strategy. How do you change your relationship with customers? What do you want to get out of these relationships? Which direction do you want to take and what is the underlying proposition?

• Technologies. What applications shouldyou use? How much time should this take? This step reflects the choices you make in the first three steps.

Source: http://forrester.typepad.com/groundswell/2007/12/the-post-method.html

?©2014 Filigree Consulting Inc.

All Rights Reserved

http://forrester.typepad.com/groundswell/2007/12/the-post-method.html

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People

• What kind of clients and prospects do you have?

• What are their Social Technographic Profile?– Are they online? Where and when?– How do they behave online?– How do they research?– How do they refer? ?


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Objectives

• What are your goals?• How much and by when?• How will you measure?• Do you want to

– Gain/share insights? Listen?– Sell / promote / educate ?– Enable referrals?– Get/give recommendation/reviews– Generate more awareness– Be where your prospects are– Find out about the competition?– Etc/

?©2014 Filigree Consulting Inc.

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Strategy

• How do you change your relationship with customers?

• What do you want to get out of these relationships?

• Which direction do you want to take and what is the underlying proposition? ?


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Technology Last?



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Social BasicsA little bit of knowledge so that you know enough to be able to figure out the people, objectives and strategy pieces.

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Social Media defined


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Type of social platformsSocial networking sitesFacebook, Google Plus, CafeMom, Gather, Fitsugar, LinkedIn

Micro-blogging sitesTwitter, Tumblr,

Publishing toolsWordPress, Blogger, Squarespace. LinkedIn, Slideshare

Collaboration toolsWikipedia, WikiTravel, WikiBooks

Rating/Review sitesAmazon ratings, Angie’s List, Yelp

Photo sharing sitesFlikr, Instagram, Pinterest

Video sharing sitesYouTube, Vimeo, Viddler, Vine

Q&A SitesQuora

Personal broadcasting toolsBlog Talk radio, Ustream, Livestream

Virtual worldsSecond Life, World of Warcraft, Farmville

Location based servicesCheck-ins, Facebook Places, Foursquare, Yelp

WidgetsProfile badges, Like buttons

Social bookmarking and news aggregationDigg, Delicious, Technorati, Newsle

Group buyingGroupon, Living Social, Crowdsavings

CrowdsourcingKickstarter, IndieGoGo, Crowdrise, spot.us Source: See more at: http://decidedlysocial.com/13-types-of-social-media-platforms-and-counting/#sthash.MCDKI9qN.dpuf and augmented by Sandra Greefkes, Filigree consulting, 2013


http://decidedlysocial.com/13-types-of-social-media-platforms-and-counting/#sthash.MCDKI9qN.dpuf

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Current Insights of Social

• People?• Objectives?• Strategy?Is your business targeting prospects by gender, age, income or education level?Source: http://visual.ly/social-media-demographics-who-uses-what-platforms



http://visual.ly/social-media-demographics-who-uses-what-platforms

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Current Insights of Social - Gender

Source: Sept 2013 http://socialmediatoday.com/andykinsey/1707816/social-media-men-vs-women©2014 Filigree Consulting Inc.

All Rights Reserved


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Google+

As of Oct 2013 it isthe fastestgrowingplatform


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But don’t let gender mislead you…



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Demographics vs Behavior

There is a need for balance


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LinkedIn


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LinkedIn Premium accounts

• Paid version offers many benefits for those that want to prospect.


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YouTube


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Right platform/content.

• Where, when and how much time?• Perhaps the social platform you choose is

based on the complexity or potential level engagement of your content?

• Perhaps you“optimize”your contentfor theplatform.




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So what now?

1. As best you can, define your businesses “social” demographic.

2. Research their social behavior.

3. Define your goals, objectives, strategies

4. Pick / prioritize the social platform

5. Execute6. Measure7. Refine



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Some of the information in this deck was leveraged from a slide share deck authored by Jessica Stahl http://www.slideshare.net/JessicaStahl/making-twitter-your-newswire

References

http://www.slideshare.net/JessicaStahl/making-twitter-your-newswire

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Sandra May Greefkes, Vice President and Principal Consultant , Filigree ConsultingM: 858.997.7324 | E: [email protected] us on most social sites @filigreesocialYour referrals are the greatest testimonial we could receive and critical to our business. Thank you for passing my contact information forward to your trusted network.


Please contact me if you or someone you know would benefit from:• social business coaching• social business strategy• Social business

implementation

social basics for independent professionals

Marketing

social media

social platforms

social basics

social maturity

social technographic

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demographic of social

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