Maximizing Social Media For Entrepreneurs

David Siteman Garland www.therisetothetop.comEntrepreneurs OrganizationDecember 2nd , 2009

Maximizing Social Media

What are you hoping we cover today?

?

Today’s Outline:

• I. What are you hoping we cover?• II. Introduction: 10 Big Marketing Predictions For 2010• III. Maximizing Social Media: 7 Characteristics Of Social Media,

Social Media Myths, The Big Three, Common Mistakes• IV: 12 Ways Entrepreneurs Can Maximize Social Media• VI: How To Create The Ultimate Social Media Plan For Your

Business Step-By-Step• IV: What now? Q&A

Who Am I?

– Entrepreneur/TV Host– Founder of The Rise To The Top/Rangency– Early Adapter– Speaker, Consultant, Writer– Live and breathe helping businesses market

smarter, faster and cheaper.

My Experience With Social Media

• Yes, I’m a little nerdy with Facebook• Building an audience of 1,000,000+• Yahoo Connected TV! Deal/Sponsorships• 50+ Public Relations Opportunities• New friends & relationships

12 Ways Entrepreneurs Can Maximize Social Media:

Page 3 In Your Handout

10 Big Marketing Predictions For 2010

Where do the predictions come from?

• The Trenches• 40+ Expert Interviews

• Consulting: Entrepreneurs & Big Brands• 1,000’s Of Online + Offline Conversations

• Original Article Is Example Of The Practices

1. Big Brands Will Learn From Entrepreneurs, Small Businesses and Niche Brands.

• Smarter, Cheaper, Faster

• Nimble• The Art Of The

Hustle

2. Digital Schmoozing: Networking Online

• Principles similar/rules different• World is getting more connected• New Etiquette

3. Death Of The One-Way Website

• Corporate-speak one-way sites = Dead• Interactive, Social• Cheaper/Dynamically Designed• Solution?

4. Content Marketing: Brands As Media Sources And Publishers

• Low Barrier Of Entry• Word Of Mouth Through Content• Key: Know Your Customer

5. Online Video: Forget Viral Focus On Function

• Viral = not the goal• Cost of video• Ideas & Authenticity

6. Death Of The 30-Second Ad: Rise Of Creative Paid Content

• Niche replacing mass• Unique sponsorship opportunities

1. Affiliates2. Content

Integration

7. Reputation Marketing: Customer Service And Caring

• Little Touches Matter• The Power Of One Customer

Piccolo Sogno

8. Event Marketing

• Be Different• Execution Is Everything• Much More Than An Event: Before & After

9. Social Media: No Longer A Buzzword In Marketing

• Strategy• Using Technology• Resources/Shortcuts

10. Relationships, Relationships, Relationships.

• Nothing online replaces building relationships the old fashioned way

• Benefit of Send Out Cards

Does Social Media Work For Business?

Absolutely NOT….

….Unless you like:-Passionate, engaged customers-New business ideas-To know what your customers/clients and

potential clients are talking about-A new way to market, advertise and build

relationships

Traditional marketing

is hit or miss

The ENTIRE communications world is changing

• Brands and entrepreneurs no longer control their message

• Biggest Budget DOESN’T WIN• Even Playing Field• No middleman to talk to customers• Two way dialogue replacing the bullhorn• Word Of Mouth ON STEROIDS (Soccer Mom)• Human > Businesses

To Succeed As An Entrepreneur

• You not only need an amazing product and/or service:

But the fastest way to guarantee success is to have an interactive website and create KILLER

content

Content Creation Will Kick start Everything

• Blogging• Video • Audio• Articles• Providing value and being unique• You don’t have to be Spielberg or King

7 Characteristics of Social Media

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#1 Social Media is a powerful TOOL …err WEAPON

#2 Social mediafocuses on COMMUNITY+ HUMANS

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#3 Social media requires ACTIVE PARTICIPATION

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#4 Social media is a VIRTUAL, INTERACTIVE ROLODEX

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#5 Social media creates YOUR PERSONAL BRAND

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#6 Investment in Social media =

TIME

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Social media is FUN (seriously)

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And #7………..

I posed this question to my social media community

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Top 7 Social Media Myths

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1. You have to be a teenager to be on social media sites.

2. Social media is NOT for business.

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3. It has a high learning curve and you need to use all the tools.

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4. You will have no privacy if you participate in social media.

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5. Social media takes too much time.

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6. This is just a fad.

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And #7…

Social media is “FREE”.

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Remember:

Good business skills are good business skills online of offline.

However, the online world is much less formal.

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The 3 Big Social Media Forces

Where is your a u d i e n c e ?

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Your Personal Rolodex -Create a profile-Friend people you know (easy ways to search this)-Join groups and associations-Connect with old friends, relatives-Personal and business connections-More personal: Share hobbies, photos, etc.-Create and promote a fan page for your business

3 Facebook Tips

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1. 1st Person

2. Search for groups and associations related to your business field/networking

3. Ask for help: Use the import tools to import your email contacts to Facebook and then send them a friend request.

Facebook Ideas

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-Create A Fan Page: Give People Reason To Join

-Make your fan page conversational

-When connecting with new people make it personal

-Happy birthday!

-Crowd source

-Mix in the fun and business may come out of it….Ludo

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Business Rolodex-Huge tool for making connections and gaining authority and influence

-Join associations, recommend others, request connections

-Can see who your connections know

-Can place in your profile what you are looking for/What business does

-Now integrates well with Twitter

3 LinkedIn Tips

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1. Recommend others to get recommended.

2. Join organizations related to your field. Similar to Facebook, there is a wide variety of groups to join that will keep you informed of networking events and other opportunities.

3. Introduce and get introduced. LinkedIn is great for asking your contacts to introduce you to others. You can see who they know and learn that the 6-degrees of separation rule (especially in St. Louis) is in actuality far, far less.

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A 15 million person cocktail party-Twitter Evolution: What am I doing, Sharing Information, Spreading Ideas-Portal of connections-Twitter search could be the most powerful search on Internet:-Take it into the real world: Turn conversations into emails, visit interesting sites-Engage, interact, give first

David’s 12 Steps To Rocking Twitter’s World

• #1: Goal Setting

• Why are you coming onto Twitter?• What are your goals?• How are they measured?

#2: Fill Out Your Profile All The Way

• Short, engaging, human (remember people like to do business with people, not businesses)

• Make sure your name is easily searchable

#3 Listen

• Everyone wants to know "what do I say?". The answer is NOTHING.

• Grow big ears. Search for key terms and guess what prospects might type in.

• Follow those people in your industry/interests

#4 Find Thought Leaders In Your Niche

• Not just number of followers but who is most engaging.

• See what they are saying, follow some of their followers

#5 Your First Tweets

Ask for help (people are helpful..give them a chance)

• Respond to questions you found in searches related to your niche

• Retweet valuable information/articles from thought leaders

#6 Make Sure To Interact

• Reach out and respond to those talking about you or to you

• Jump in on conversations• Try a hashtag (#)• Promote others/introduce others (be a

connector)

#7 Create Your Own Content/Lists

• Articles, quotes, blog posts, make sure to integrate it into Twitter

• Don't make Twitter a megaphone. Make sure to interact.

• Twitter Lists extremely powerful

#8 Try Crowd Sourcing

• Question on a product, service or something you might do in your business? ASK! You may get connected to the CEO of the company

• My #1 Lead Generator. Period.

#9 Vary Up Your Tweets

• Try different lengths and style of Tweeting• Remember keep it shorter for a better chance

of being Retweete• Have some personality (you don't JUST talk

about business at a networking event do you? Work the room!)

#10 Measure, Revamp, Expriment

• -Are followers going up? • Have some fun and try different things!

• Try Direct Messaging and introduce yourself just like you would at a networking event

• You don’t ask for a sale after an introduction do you?

#11 Bring It Off Twitter

• Making a great connection? • Tell them to give you a ring or email you-Take

the conversation beyond 140 characters

#12 Rinse, Wash, Repeat.

Start again and keep going!

• Bad photos • Boring Requests• Talking in 3rd person• Bullhorn• Not A Human• Not responding to

your audience

• Don’t overly self-promote…

• Promote others first

• Don’t confuse the term monetization

• Not listening• No plan/Bad Advice• Afraid to experiment• Applying “old” rules of

advertising• Lack of patience (Social

media is a LONG TERM strategy: Marathon vs. Sprint)

Monetize Your Online Efforts

How to generate quality leads

• Offering value and forming relationships• Opt Ins • Asking Questions• Answering Questions• Contests• Group Marketing• Be like Mother Theresa

Build a following of raving fans…by providing content for your audience

12 Ways Entrepreneurs Can Maximize Social Media:

B2C and B2B - Bottom line is your customers online want to do business with people and not faceless businesses.

#1 Customer Service/Caring

#2 PR

MediaOnTwitter.comBenefits Of Bloggers

HARO: HelpAReporter.com

#3 Marketing (not direct sales but can lead to direct sales)

Contests, Special Offers, YES THEY WORK

Dell Says It Has Earned $3 Million From Twitter

#4 Business Partnerships

Shoeboxed, Poken, Objective Marketer, Kodak

#5 Research/Crowd Sourcing/Developing New Products (This or

This)

#6 Humanizing A Business

#7 Reputation Management

#8 Recruiting

#9 Reaching A New Demographic

#10 Building A Database

- E-Blasts- RSS

- Opt Ins- Followers/Fans

#11 Relationship Building/Networking

Reaching OutGiving First

Accessibility High

#12 Spying On Competitors

With social

media you hit

100%of the time

Q&A

+Creating A Social Media Strategy