Diana Eastty, Eastty Marketing Marty Foltyn, Channel Chargers · Groups = targeted community of...
40
Using Social Media to Your Advantage Diana Eastty, Eastty Marketing Marty Foltyn, Channel Chargers
Transcript of Diana Eastty, Eastty Marketing Marty Foltyn, Channel Chargers · Groups = targeted community of...
Using Social Media to Your Advantage
Diana Eastty, Eastty MarketingMarty Foltyn, Channel Chargers
Using Social Media to Your Advantage© 2010 Storage Networking Industry Association. All Rights Reserved. 22
AbstractIt is easy to become overwhelmed by the growing popularity of social media. Today’s X-generation infused workforce is comfortable and confident with these new methods of communication – don’t be left behind. This presentation will provide an overview of the most popular social media tools and how to use them to your advantage in today’s fast moving, high expectation environment. You’ll view case studies to illustrate how companies are leveraging these tools to promote technologies and solutions in new and innovative ways.
Learning objectives:1.Identify the social media tools that can be used to match your objectives2.Learn how to engage with online influencers3.Better understand the social media work methods of the next generation of employees and how you can integrate their expectations and ideas into your business goals and deliverables
Using Social Media to Your Advantage© 2010 Storage Networking Industry Association. All Rights Reserved.
Agenda
Social Media TodayWhy Social Media?Popular Social Media ToolsKeeping TrackHow To EngageResources
3
Source: squareoak.com
Using Social Media to Your Advantage© 2010 Storage Networking Industry Association. All Rights Reserved.
Where are youwith Social Media today?
4
Using Social Media to Your Advantage© 2010 Storage Networking Industry Association. All Rights Reserved.
The State of Social Media Today234 million – websites1.73B – Internet users2/3 of world population visit social networking or blogging sites, accounting for10% of Internet time (Nielsen)70% of marketers are planning new social media initiatives in 2010
Marketing ROI most important marketing conceptMore likely to rely on internal employeesBuzzword most tired of hearing!
5
Using Social Media to Your Advantage© 2010 Storage Networking Industry Association. All Rights Reserved.
Fears and Opportunities
Why are people afraid to use Social Media?
Too many choices Too much informationToo hardToo much timeToo personal
Why should people be afraid not to use social media?
Redefining consumer IT“Consumeration” of Enterprise IT
6
Using Social Media to Your Advantage© 2010 Storage Networking Industry Association. All Rights Reserved.
Why Use Social Media
Promote yourself as a thought leaderResearch Improve customer service
InternalExternal
Learn from othersExpanding your company’s footprint
Marketing and promotionCommunity buildingTransparency
Global competition – the challenge to collaborate in real time
7
Using Social Media to Your Advantage© 2010 Storage Networking Industry Association. All Rights Reserved.
How To Be “Social” Today
We will cover in more detail:BloggingFacebookTwitterLinkedin
8
Using Social Media to Your Advantage© 2010 Storage Networking Industry Association. All Rights Reserved.
Why Blog?
Build thought leadershipStand out from the crowdDemonstrate your knowledgeAn outlet to show who you and your company areRaise your brand and profile
9
As of March 21, 2010
Using Social Media to Your Advantage© 2010 Storage Networking Industry Association. All Rights Reserved.
Why & What to Blog?
10
Source: www.intac.net
Using Social Media to Your Advantage© 2010 Storage Networking Industry Association. All Rights Reserved.
Blogging Best Practices
Create a strategyEstablish editorial policyFind your voiceWrite engaging contentUse keywords in your copyPost on a regular scheduleInclude a photo of author(s)Link from your company’s homepageEngage with your readersSpread your content
11
Using Social Media to Your Advantage© 2010 Storage Networking Industry Association. All Rights Reserved.
Leverage Blogging
Read the blogs of your competitors Research what your customer’s top decision makers are sayingTrack industry trends
Industry keywordsCreate RSS feeds
Connect with commenters on your blogMake yourself and your company easy to find
12
Using Social Media to Your Advantage© 2010 Storage Networking Industry Association. All Rights Reserved.
Case Study
Top Business Blog of 2009*
Blogs consistently everydayRelevant and engaging contentFunny and informative200,000 visitors per monthFrequently quoted in mediaMakes it easy for reader to spreadthe word
13
* Determined by Strategist News, Best Business Blogs 2009, June 2009
sethgodin.typepad.com
Using Social Media to Your Advantage© 2010 Storage Networking Industry Association. All Rights Reserved.
Why Use Facebook?
For socializing and networkingWhere you can be authenticShow your human sidePersonal and professional lines are blurred
14
Using Social Media to Your Advantage© 2010 Storage Networking Industry Association. All Rights Reserved.
The Most Popular
15
February 2010:400 Million
usersOnly India and
China have bigger
populations than Facebook!
Source: pingdom.com, facebook, wikipedia
Using Social Media to Your Advantage© 2010 Storage Networking Industry Association. All Rights Reserved.
Facebook Facts
16
Facebook launched in Feb 2004Now available in 65 languages
Source: mashable.com, Feb 2010
Using Social Media to Your Advantage© 2010 Storage Networking Industry Association. All Rights Reserved.
Facebook Best Practices
Understand the difference between a profile, a page and a group
Profile = describes youPage (aka “Fan Page”) = describes your businessGroups = targeted community of like interests
Know your audienceCarefully select your privacy settingsMake your profile searchableMix your status updates with professional and personal informationMake “Friends” in your industryParticipate in relevant pages and groups
17
Using Social Media to Your Advantage© 2010 Storage Networking Industry Association. All Rights Reserved.
Leveraging Facebook
Start a group or pageBring like-minded people togetherShare ideas, videos, photos, linksStart discussions
Build awareness with “fan” pagesIf you use facebook for your profession or company, decide if you should keep your personal profile privateStart or create events – promote on your pageFeed for other social media outlets
18
Using Social Media to Your Advantage© 2010 Storage Networking Industry Association. All Rights Reserved.
Typical Facebook Activity
19
Source: mashable.com, Feb 2010
Using Social Media to Your Advantage© 2010 Storage Networking Industry Association. All Rights Reserved.
Case Study
20
Who is this person?
Using Social Media to Your Advantage© 2010 Storage Networking Industry Association. All Rights Reserved.
Case Study
21
Hugely effective use of Facebook fan pageProvided an outlet for his ideas the traditional media would not coverOffered authenticity Built communityContinues to stay in contact with constituents on a regular basis
Using Social Media to Your Advantage© 2010 Storage Networking Industry Association. All Rights Reserved.
Why Use Twitter?
Motivations are mixedLearn from othersGet information in a timely fashionConnection with lots of peopleGenerate new businessIncrease awareness – personal or companyBoost your ego with lots of followers
22
Using Social Media to Your Advantage© 2010 Storage Networking Industry Association. All Rights Reserved.
Twitter Best Practices
Claim your nameFully complete your bioAdd a photo Edit your twitter backgroundLearn the lingoFind followers
23
Mix up your tweets!All about youAsk questions – poll the publicAnswer questionsBe a citizen journalistForward linksSpread the word
Source: mashable.com, Mar 2010
Using Social Media to Your Advantage© 2010 Storage Networking Industry Association. All Rights Reserved.
Twitter Reality
24
As of Dec 2009 there were 80+ Million twitter usersSmall percentage of people have largest number of followersPeople with most followers, tweet/update most oftenOpportunity exists to leverage the popularity of twitter
Source: mashable.com, Mar 2010
Using Social Media to Your Advantage© 2010 Storage Networking Industry Association. All Rights Reserved.
Leveraging Twitter
Among the top 5 US social networking sites• Twitter generated the most visitor growth during 2009 -
The number of unique visitors to Twitter reached 18.1 million in December, up 579% from 2.7 million in December 2008.
Timely researchUse hashtagsUse twitter search – search.twitter.com
Spread the wordStart following the followers of people you follow
25
Using Social Media to Your Advantage© 2010 Storage Networking Industry Association. All Rights Reserved.
The Path to 1 Billion Tweets
26
Source: mashable.com, Mar 2010
Using Social Media to Your Advantage© 2010 Storage Networking Industry Association. All Rights Reserved.
Case Study
27
Personal experience: Developing new
websiteWordpress Theme “Thesis”Used hashtag #thesiswp in
tweetdeckFound developerLocated tons of tutorialsLearn from others daily
Using Social Media to Your Advantage© 2010 Storage Networking Industry Association. All Rights Reserved.
Twitter Comparison
28
Election Night Stats:
Following: 2,760Followers: 13,504
Following: 2,775Followers: 4,380
Using Social Media to Your Advantage© 2010 Storage Networking Industry Association. All Rights Reserved.
Putting It All Together
29
Opentable.com• Solicit restaurant reviews
“Dining Check” blog• Includes tips, news, Chef
highlights, restaurant technology and more
Facebook fan page• Community discussion• Share reviews
@opentable on Twitter
• Share tips and news• Respond to issues
Using Social Media to Your Advantage© 2010 Storage Networking Industry Association. All Rights Reserved.
Why use Linkedin?
Build a live community Stay top of mind with your customers and prospectsLocate potential customersNetwork with past and present colleaguesFind your next jobHire your next employeeAttract more business
30
Using Social Media to Your Advantage© 2010 Storage Networking Industry Association. All Rights Reserved.
Linkedin Best Practices
Find people you know & learn advanced searchPersonalize your URL
www.linkedin.com/in/YourNameHere
Include your new URL in your email signatureAdd a photo to your profileSend connect requests regularlyFill in profile completely, use keywords, don’t hideLink to yourselfUpdate your status and/or profile oftenUse Linkedin apps – SlideShare, BlogLink, others
31
Using Social Media to Your Advantage© 2010 Storage Networking Industry Association. All Rights Reserved.
Leveraging Linkedin
Set weekly/monthly goalsConnect with 5 new peopleWrite recommendations for 5 connectionsHave coffee with 5 old colleagues
Join groups in your area of interestAsk questionsProvide answersLearn from othersPost news
Create a company profile
32
People,Knowledge,
and Opportunitiesare at your fingertips!
Using Social Media to Your Advantage© 2010 Storage Networking Industry Association. All Rights Reserved.
Case StudyOne of the Top 20 websites in USLooking for new venturesContacted via InMail by owner of two real estate-related websitesFirst contact in June –deal complete in AugustBottom line - Linkedin makes you and your company visible to people and opportunities you are unaware of – uncovering “hidden opportunities”
33
Using Social Media to Your Advantage© 2010 Storage Networking Industry Association. All Rights Reserved.
Keeping Track
Google alerts Email updates on topics of interest to you
Blog searchTechnorati, Google blogs,Blogpulse
Social MonitoringHootsuite, tweetdeck
Other tools:Ping.fm, Friendfeed, FeedBurner, and MANY more…
Check Out: iGoogle
34
Using Social Media to Your Advantage© 2010 Storage Networking Industry Association. All Rights Reserved.
Social Media – Do I Need It?
Necessary to compete in the 21st century
Who is the competition?How are they working?Where is the information? What will get the job done?
35
Source: telegeography.com
Using Social Media to Your Advantage© 2010 Storage Networking Industry Association. All Rights Reserved.
Social Media Tips for the Enterprise
Incorporate standardsDevelop approval processesManage corporate reputationConsider operation impactsSet project prioritiesRemember compliance
36
Using Social Media to Your Advantage© 2010 Storage Networking Industry Association. All Rights Reserved.
How to EngageDevelop your plan of action to approach senior management
4Ps (product, price, place, promotion)4Cs (communities, content, conversations, commitment)
It’s a big world out thereKeep professional goals in mind
Personal/professional overlap
Keep those ducks in a rowMeasuring is keyTiming is everythingKnowledge is power
Focus your sights on the long-term37
Using Social Media to Your Advantage© 2010 Storage Networking Industry Association. All Rights Reserved.
Remember. . . .
95% of new media users believe companies or brands should have a social media presence89% believe that they should interact with their consumers in this space
38
.
Source: theconversationprism.com
Using Social Media to Your Advantage© 2010 Storage Networking Industry Association. All Rights Reserved.
Resources
Social media resourceswww.igoogle.com - manage your activity from one placewww.mashable.com - The Social Media Guidewww.copyblogger.com - great resource for bloggingwww.blogpulse.com - automated trend discovery for blogswww.linkedintelligence.com - all things Linkedinhttp://www.facebook.com/help/ - How to use facebookhttp://twitter.com/help/start - How to use twitter
Top storage bloggers – do a google search, there are many to pick from - both vendors and othersContact us:
Diana Eastty – [email protected] Foltyn – [email protected]
39
Using Social Media to Your Advantage© 2010 Storage Networking Industry Association. All Rights Reserved. 4040
Q&A / Feedback
Please send any questions or comments on this presentation to SNIA: [email protected]
Many thanks to the following individuals for their contributions to this tutorial.
- SNIA Education Committee
Diana Eastty Laura GarciaMarty Foltyn Matt HarveyVal Bercovici Federica MonsoneKellye Crane Sunshine Mugrabi
