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STAR Training conference held on 9/27/12 Presented by David L. Smith & Marcus Pratt of Mediasmith Learn how you can use Social Media to: • Create lead generation and sales development • Compliment traditional media campaigns • Create a powerful online personal profile and brand • Separate your professional life from your personal life
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Social Media
Using it to Your AdvantageDavid L. SmithMarcus Pratt
Why We’re Here Today
Learn how you can use Social Media to:
Create lead generation and sales development
Complement traditional media campaigns
Create a powerful online personal profile and brand
Separate your professional life from your personal life
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Let’s talk about using Social Media for Business
Don’t Worry, We’re Experts
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5 Truths About Social Media
1. Engagement can't be seen in dollars
2. Social is similar to PR; money can't buy everything
3. Facebook isn't a megaphone, Twitter’s not a podium
4. You're being watched – by your competitors, customers, prospects, employees & co-workers
5. Content rarely goes viral
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How are People Using Social Media?Clear difference between personal and professional networks
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Personal vs. Professional Networks
Content expectations vary depending on type of network
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But:
What is a Professional Social Network?
and What is a Personal Social Network?
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OVERVIEW OF SOCIAL NETWORKS
Best for personal use
Friending is two-way
Fun, lighter to connect with individuals
Huge Scale
Rapidly changing platform requires adaptability and attention
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Offers 1 on 1 connection
1 way connections – you can follow anyone with a public account
Ability to align with topics or content via linking
Following experts can create a personal news feed
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Large repository of information via search
Very real-time, and very public
Anyone can follow you; non-followers can see your tweets too
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Built for Business
Good platform to establish leadership on a topic
Excellent for light-touch networking
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In some ways a Rolodex that updates automatically
Best tool for recruitment
Allows you to know something about those you haven’t yet met
Look up clients, prospects, potential employees
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Compelling imagery is a must
Unique in suburban female skewing audience that kick-started the fastest growing social network (ever)
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Popular among design/fashion/art crowd
Strong platform for brands with visual content
Full of products; great for driving retail traffic
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Brands, firms, and individuals finding use for Google Hangouts group video chat feature
•Support & troubleshooting•Collaboration•Mini Virtual Conference
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Organization of contacts into “circles”
Allows for posting of one thing to a professional group, and another to close friends
Lacking broad stickiness now, but always keep an eye on Google
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Other Social Networks
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Longer form content and thought leadership
Newer, focus on sharing with close connections
Locations and check ins
For foodies
Major revamp in the works
Corporate social environments
Blog hosting, with Twitter-like features
Who knows??
THINGS TO DOTHINGS NOT TO DO
Best Practices
Set goals & pick the best tools for you
Keep the broader relationship in mind
Know who might see your posting – is it public or private?
Remember “traditional” media tie-ins
84% of Smartphone owners use their phones while watching TV (Nielsen) 20
Best Practices
Be transparent – affiliations, name, photo create trust
Be human & be yourself
A picture is worth 1,000 words
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Worst Practices
Unneeded or unfounded negativity
Chiming in with nothing new to say
Irrelevant yet controversial topics
Ignoring customers is a no-no
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HOW TO
You are probably already on Facebook
Check privacy settings– who can see what?
Are you showing your birthday only, or year?
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What brand pages have you liked? Clients? Prospects?
Keep it personal, clean, and remember this is for friends
Understand how pages & posting work
Familiarize yourself with ad products
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What are you here for?
Following/reading?
Getting a message out?
Finding new contacts?
Tracking customers?
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Choose your handle & profile carefully
Consider linking to content you like or find interesting
Don’t feel obligated to follow
Don’t spam with @replies or Direct Messages
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More important than a resume
Make your profile complete
Get recommendations
Look at your company page
Increasingly a good source of trends and news with “LinkedIn Today”
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Use the search function:• Anyone you’re meeting• Look at & follow
companies you’re tracking regularly
• Larger network = better results
Think of a connection as a small endorsement
Add those you are meeting/doing business with
Consider pro account29
Do you need to contribute?
What categories do you want to align to?
Know what your clients are doing on Pinterest
If an avid Pinner, consider a browser plug-in
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You may have a profile you don’t know about?
Hooks into Google products
Set up a profile, even if not used
Consider traction gained in photography community
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What’s Your Ranking
Klout & Kred aim to measure social influence
Systems are imperfect, but trend data can be used to track goals
Friend and follower counts are not everything
BUILDING A BRAND
Building your Company’s Brand
Does your company have a Social Media policy?
Do you know what it is?
Know what you can share
We are all brand ambassadors
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Building your Company’s Brand
Keep up to date on news
What posts can you amplify?
Corporate PR
News and views
Success stories
Launches
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Building a Personal Brand
Align with your existing brand
Decide how you want to position yourself within each network(Audiences do cross over)
Provide updates to friends and relatives
Curate important information and updates
Photos, photos photos
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Generating Leads
Recognize the difference between finding prospects and generating qualified leads
Don’t be too pushy on social channels
Use proven tools to establish contact - okay to pick up the phone or send an email when selling
Identify companies with a need
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Thank You!
Slides will be posted to Slideshare: http://www.slideshare.net/mediadls
Follow us on Twitter:@mawkus@mediadls
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APPENDIX
Sources & Additional Resources
http://www.cnn.com/2012/09/15/showbiz/tv/second-screen-tv-our-mobile-society/
http://info.spredfast.com/rs/spredfast/images/Spredfast-Engagement-Index-Benchmark-Final.pdf
http://pinterest.com/pin/124693483403750740/?utm_source=sendgrid.com&utm_medium=email&utm_campaign=share_pin
http://www.cnn.com/2012/09/15/showbiz/tv/second-screen-tv-our-mobile-society/
http://pelfusion.com/twitter-2012-latest-statistics-infographic/
Where do Consumers Engage with Brands?
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