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Are you considering Social Media to market your professional services firm? Are you analyzing if Social Media is right for you? Are you stuck?- Discover the Five Fears of Social Media.- See how your firm stacks up.- Expore the secrets to overcoming these fears.
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// branding for professional services.// branding for professional services.
Professional Services Marketing:
Five Fears of Social Media Why your firm is scared of social media marketing, and the secrets to change. Presented by: Josh Miles, Principal
Professional Services Marketing // Five Fears of Social Media
// branding for professional services.// branding for professional services. @joshmiles #MD_brand
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About Josh Miles: Specializing in branding, design and marketing for professional services firms.
Bold Brand: Josh’s new book on branding for professional services to be published in 2012 by CMI Books.
Professional Services Marketing // Five Fears of Social Media
// branding for professional services.// branding for professional services. @joshmiles #MD_brand
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Housekeeping!
:05 Introduction
:40 Content
:15 Links, Q&A, More...
Professional Services Marketing // Five Fears of Social Media
// branding for professional services.// branding for professional services. @joshmiles #MD_brand
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It’s a conversation!
- New? Ask questions. “Raise” your hand...
- Submit Questions. Answer Polls.
- Let’s hear your challenges & successes!
Professional Services Marketing // Five Fears of Social Media
// branding for professional services.// branding for professional services. @joshmiles #MD_brand
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Tweet along!
@joshmiles
#MD_brand
F_ _ _ .
F_ _ _ . FEAR
Professional Services Marketing // Five Fears of Social Media
// branding for professional services.// branding for professional services. @joshmiles #MD_brand
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10,000 hrs.
Professional Services Marketing // Five Fears of Social Media
// branding for professional services.// branding for professional services. @joshmiles #MD_brand
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Professional Services Marketing // Five Fears of Social Media
// branding for professional services.// branding for professional services. @joshmiles #MD_brand
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What I learned in CA:- We’re still discussing if social is good/bad!
- “Fears” are common.
- Not all firms are “stuck.”
- Some firms are doing great things!
Professional Services Marketing // Five Fears of Social Media
// branding for professional services.// branding for professional services. @joshmiles #MD_brand
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Professional Services Marketing // Five Fears of Social Media
// branding for professional services.// branding for professional services. @joshmiles #MD_brand
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The most social industries:- Software, Marketing, and Search
- TV & Entertainment
- Graphic & Web Designers
- Even Venture Capital
- (Not A/E/C)
Why?
Professional Services Marketing // Five Fears of Social Media
// branding for professional services.// branding for professional services. @joshmiles #MD_brand
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What are the most common fears of social media in A/E/C?
Professional Services Marketing // Five Fears of Social Media
// branding for professional services.// branding for professional services. @joshmiles #MD_brand
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What do these fears create in our firm?
- Analysis paralysis
- Competitors are capturing mindshare
- Missing out on real-time leads
5 fears:
// branding for professional services.// branding for professional services.
1.Fear of Negativity.
Professional Services Marketing // Five Fears of Social Media
// branding for professional services.// branding for professional services. @joshmiles #MD_brand
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OMG! YOU’RESO MEAN!
I KNOW,RIGHT?
Professional Services Marketing // Five Fears of Social Media
// branding for professional services.// branding for professional services. @joshmiles #MD_brand
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Users by network (The social thing might be catching on)
Facebook - 800 Million
Twitter - 100 Million (adding 30k/day)
LinkedIn - 50 Million
Google+ - 40 Million and growing...
Professional Services Marketing // Five Fears of Social Media
// branding for professional services.// branding for professional services. @joshmiles #MD_brand
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What to do? Tell stories.• Playanactivepartintheconversation
• TellyourStory
• Makesureitisremarkable
Professional Services Marketing // Five Fears of Social Media
// branding for professional services.// branding for professional services. @joshmiles #MD_brand
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How have you combated the FEAR of NEGATIVITY in your firm?
Professional Services Marketing // Five Fears of Social Media
// branding for professional services.// branding for professional services. @joshmiles #MD_brand
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Negative stories out there?• SEO101:fightcontentwithmorecontent
• Publishingyourexpertcontent
• Driveclients,users,andpartnerstoyou
// branding for professional services.// branding for professional services.
2.Fear of Polarization.
Professional Services Marketing // Five Fears of Social Media
// branding for professional services.// branding for professional services. @joshmiles #MD_brand
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negative positiveSAFE?
Professional Services Marketing // Five Fears of Social Media
// branding for professional services.// branding for professional services. @joshmiles #MD_brand
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Who is the topic of conversation in the NFL?
Utility players?
Superstars and Super villains
GR8?
Professional Services Marketing // Five Fears of Social Media
// branding for professional services.// branding for professional services. @joshmiles #MD_brand
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How to be polarizing...• Makeitpersonal
• Talkaboutyourculture
• Whatdoyouthink?
• Beyondrobotic,focusedlanguage
Professional Services Marketing // Five Fears of Social Media
// branding for professional services.// branding for professional services. @joshmiles #MD_brand
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Professional Services Marketing // Five Fears of Social Media
// branding for professional services.// branding for professional services. @joshmiles #MD_brand
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SHAKE THINGS UP!
Professional Services Marketing // Five Fears of Social Media
// branding for professional services.// branding for professional services. @joshmiles #MD_brand
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Are you polarizing?• Whathasworked?
• Whathasbackfired?
Professional Services Marketing // Five Fears of Social Media
// branding for professional services.// branding for professional services. @joshmiles #MD_brand
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It’s time to choose a side:• Likeislethal.Loveisavirtue.
• Beuniquelyyou.
• Recognize&Rewardyourcore.
• Makeiteasytoengagewithyou.
// branding for professional services.// branding for professional services.
3.Fear of Commitment.
Professional Services Marketing // Five Fears of Social Media
// branding for professional services.// branding for professional services. @joshmiles #MD_brand
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Strategy Questions: Who are we? What do we do? Who are we not?
Professional Services Marketing // Five Fears of Social Media
// branding for professional services.// branding for professional services. @joshmiles #MD_brand
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I’m thinking of a frog.
Professional Services Marketing // Five Fears of Social Media
// branding for professional services.// branding for professional services. @joshmiles #MD_brand
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Our customer isn’t here. We’re not wasting our time.
(Especially on Twitter.)
Professional Services Marketing // Five Fears of Social Media
// branding for professional services.// branding for professional services. @joshmiles #MD_brand
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Don’t confuse your client (a person)... For their employer (an institution)!
Professional Services Marketing // Five Fears of Social Media
// branding for professional services.// branding for professional services. @joshmiles #MD_brand
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Professional Services Marketing // Five Fears of Social Media
// branding for professional services.// branding for professional services. @joshmiles #MD_brand
39
Professional Services Marketing // Five Fears of Social Media
// branding for professional services.// branding for professional services. @joshmiles #MD_brand
40
Professional Services Marketing // Five Fears of Social Media
// branding for professional services.// branding for professional services. @joshmiles #MD_brand
41
Professional Services Marketing // Five Fears of Social Media
// branding for professional services.// branding for professional services. @joshmiles #MD_brand
42
?
Professional Services Marketing // Five Fears of Social Media
// branding for professional services.// branding for professional services. @joshmiles #MD_brand
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Prospects tell us we answer more of their questions on our blog than their current vendor.”
“
Professional Services Marketing // Five Fears of Social Media
// branding for professional services.// branding for professional services. @joshmiles #MD_brand
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Why commit to content?• MigratefromIntrusiontoPermission
• ChangetheRelationship
• EducateandEntertain
Professional Services Marketing // Five Fears of Social Media
// branding for professional services.// branding for professional services. @joshmiles #MD_brand
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What helps you commit?• Issocialtoomuch?
• Onenetworkfeedingothers
• TweetDeck,Hootsuite,CoTweet
• Howmuchtimedoyoucommit?
• Whichnetworks?
// branding for professional services.// branding for professional services.
4.Fear of Change.
Professional Services Marketing // Five Fears of Social Media
// branding for professional services.// branding for professional services. @joshmiles #MD_brand
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Let me be clear. Marketing isn’t going to help me sell a $@%& thing... No offense.
But we know we need you.”
“
Professional Services Marketing // Five Fears of Social Media
// branding for professional services.// branding for professional services. @joshmiles #MD_brand
48
what got you
will not get you
Professional Services Marketing // Five Fears of Social Media
// branding for professional services.// branding for professional services. @joshmiles #MD_brand
49
new clients
all 3
profitrepeat
Professional Services Marketing // Five Fears of Social Media
// branding for professional services.// branding for professional services. @joshmiles #MD_brand
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Professional Services Marketing // Five Fears of Social Media
// branding for professional services.// branding for professional services. @joshmiles #MD_brand
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Social Networking?
Social Notworking?
Professional Services Marketing // Five Fears of Social Media
// branding for professional services.// branding for professional services. @joshmiles #MD_brand
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Professional Services Marketing // Five Fears of Social Media
// branding for professional services.// branding for professional services. @joshmiles #MD_brand
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LET’S GET A SALAD
I WANTPIZZA!
Professional Services Marketing // Five Fears of Social Media
// branding for professional services.// branding for professional services. @joshmiles #MD_brand
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What encourages change?• ProvideInspiration.
• EducateLogic.
• Trackresultsagainstgoals.
// branding for professional services.// branding for professional services.
5.Fear of Greatness.
We doeverything.
Professional Services Marketing // Five Fears of Social Media
// branding for professional services.// branding for professional services. @joshmiles #MD_brand
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This guy:
Professional Services Marketing // Five Fears of Social Media
// branding for professional services.// branding for professional services. @joshmiles #MD_brand
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The Megaphone:
?
Professional Services Marketing // Five Fears of Social Media
// branding for professional services.// branding for professional services. @joshmiles #MD_brand
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The Wedge:
?
Professional Services Marketing // Five Fears of Social Media
// branding for professional services.// branding for professional services. @joshmiles #MD_brand
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Share your expertise• Committobeinganexpert
• 10,000hoursstartssomewhere...
• Continuingeducationisamust
• Shareyourbreakthroughs
Professional Services Marketing // Five Fears of Social Media
// branding for professional services.// branding for professional services. @joshmiles #MD_brand
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Social Thought Leadership:- leverage your content across platforms
- write
- blog
- speak
Professional Services Marketing // Five Fears of Social Media
// branding for professional services.// branding for professional services. @joshmiles #MD_brand
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Don’t be a moron afraid.
// branding for professional services.// branding for professional services.
Let it Shine!
Professional Services Marketing // Five Fears of Social Media
// branding for professional services.// branding for professional services. @joshmiles #MD_brand
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Q&A // Share your stories
http://www.slideshare.net/milesdesign
Professional Services Marketing // Five Fears of Social Media
// branding for professional services.// branding for professional services. @joshmiles #MD_brand
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Thank you.Josh Miles
milesdesign.com
317.915.8693
@joshmiles
