Beyond Facebook: Using Social Media to Build your Brand And Develop Business
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Transcript of Beyond Facebook: Using Social Media to Build your Brand And Develop Business
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advertising marketing public relations web & digital media
BEYOND FACEBOOK… Using Social Media to Build your Brand
And Develop Business
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How many of you get most of your
referrals and good business… from
word of mouth from current
relationships you have?
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How would you like to expand the
ways you make "word of mouth" and
current relationships work for you?
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Exercise: As quickly as you can when I
say go, introduce yourself to as many
people as you can, but you must tell
each one you meet one fact about
your business or you. And listen to
theirs. Keep count of your score.
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There is SHIFT from a BROADCAST
mechanism to a MANY-TO-MANY
model, rooted in a conversational
format between authors and people.
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IBM forecasters are predicting a
greater disruption in marketing in the
next five years than we’ve seen in the
past 50 years combined.
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Technology… allows us to do what
we've been doing… differently,
faster. It's not a replacement; it's a
supplement.
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Social Media: uses technology and
defined networking systems, to allow
you to connect to and engage a
broader range of people that you
may be able to access in person.
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Social Media Can be One More Tool: It isn't a short-term project, an experiment, a one-shot deal, or a quick fix. It's not something you throw money at, and using it doesn't guarantee success or influence.
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Let's review how business is
developed… think of it as a
continuum, with engagement being
the key along the way in many places
in many ways.
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Relevant Engagement is the Key: Awareness
Understanding
Perceptions
Attitudes
Intent
Behavior (Buying Decision)
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Some common Social Media tools:
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Some common Social Media tools:
YouTube
Blogs
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Some common Social Media tools:
Plaxo
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Some common Social Media tools:
AngiesList
Yelp
Other UGC rating sites
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Yeah, great… but so what? Why??
1.Further your brand/reputation and
position you relative to competition
2.Move prospects down continuum
3.Search engine optimization
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Not just for young'uns: -Online: 79% of U.S. adults online Avg 11 plus hours/week -Blogging: More than 40 million blogs… and it doubles every 6 months -Cell Phones: 255 million users (84%), 98% capable/50% using text messaging -Video: 12 billion online video streams -61.4% have visited a social networking site -Six in 10 wealthy consumers online use social networks -Fastest growing segment in Facebook users…
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Further your brand positioning/value:
Expert
Trusted advisor
Thought leader
Successful for clients
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Further your brand positioning/value:
- Social media tools same as others
- Remember the cocktail party
- Develop your strategy, message or
topic priorities, brand style and voice
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A word on Blogging (Weblog):
- Improves SEO
- Positions you as expert/thought
leader
- Monitor and contribute as strategy
- Media pull from blogs
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Monitoring the Blogosphere: Free: Bloglines, Technorati, Blogpulse
Paid: Umbria, Nielson BuzzMetrics, BuzzLogic
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Further your brand positioning/value:
- Use the same discipline you use in
other biz dev efforts (schedule)
- It's human resource vs. financial
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Move prospects down continuum:
- Engaged, authentic interaction and
you can "prove your brand"
- Use social media to touch them –
integrate with calls, direct mail, trad
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Move prospects down continuum:
- As they begin to research you,
they'll find more content - than just
your website, sales brochure, biz
card, or whatever they find Googling
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Improve SEO:
- Search performance is critical and
getting more so
- Search is number 1 activity online
- Search spiders find things they like,
are credible
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Improve SEO:
- Fresh content (SE spiders LIKE this)
- Links back to your website (links in
are liked by spiders)
- Multiple listings higher up in ratings
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Compliance:
- Your industry has some constraints
on spontanaity
- If your company policy permits,
there are potential work-arounds
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It must be strategic however…
-Strategy first. -Then do.
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Making it work: -Listen. Understand. -Participate. Give people a reason to come back to you. Don’t have to be boring.
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Making it work: - Important to understand the technology but more so the strategy. - Extend your reach. It’s not a build-it-they-will-come mentality. Integrated marketing is important.
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Finding these slides later: -I will blog tomorrow PM with a link to slides - www.kps3blog.com
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