Online Communications Personally & Professionally - CDPI Leadership Institute
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CDPI - Summer Leadership Institute #CDPISLI
TO ONLINE COMMUNICATIONS PERSONALLY & PROFESSIONALLY
@kmullett
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CDPI - Summer Leadership Institute #CDPISLI @kmullett
Social media and online marketing isn’t about the tools you use or the online community you join, but about the story you tell and presence you make.
CAN I FIND YOU
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CDPI - Summer Leadership Institute #CDPISLI @kmullett
PSSST…THEY’RE THE SAME PEOPLE
If you believe that people are referring others to you during parties, family gatherings, and other traditional conversations why is it so hard for you to believe they are doing so online?
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VISIBILITY CDPI - Summer Leadership Institute #CDPISLI @kmullett
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HYPE & HYSTERIA CDPI - Summer Leadership Institute #CDPISLI @kmullett
There is a lot of misinformation, speculation, opinion and hype being spread about online marketing. Worse is the expectation that social media should be free, effortless, and easy, yet produce greater ROI.
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CDPI - Summer Leadership Institute #CDPISLI @kmullett
BUDGET & STRATEGY
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CDPI - Summer Leadership Institute #CDPISLI @kmullett
While social media is free to use, it is not free to do. Weigh time and attention against opportunity and return. It is also not a task you complete!
FREE TO USE, NOT DO
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CDPI - Summer Leadership Institute #CDPISLI @kmullett
THE TOOLS HAVE CHANGED BUT…
Increased adoption or proliferation does not mean new. The tools and nomenclature are new but "social media“, websites, and blogging is not.
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CDPI - Summer Leadership Institute #CDPISLI @kmullett
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CDPI - Summer Leadership Institute #CDPISLI @kmullett
DOES SOCIAL MEDIA WORK? • Opportunity • Visibility (2 audiences)
• Traffic • T.O.M. /referrals • Proof of Expertise
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CDPI - Summer Leadership Institute #CDPISLI @kmullett
tv dm (direct mail)
radio newspaper print (brochures/ads)
email marketing social SEO search marketing tradeshows sponsorships (nascar etc.)
yellow pages (not shown)
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CDPI - Summer Leadership Institute #CDPISLI @kmullett
No marketing media channel has 100% eyeballs or is 100% effective. We need to prioritize based on goals, resources, and business objectives.
NO SILVER BULLETS
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CDPI - Summer Leadership Institute #CDPISLI @kmullett
ACTION: WHAT DO THEY PREFER?
Tools to find your audience:
Which phone line will you be ignoring today?
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CDPI - Summer Leadership Institute #CDPISLI @kmullett
ACTION: YOUR ONLINE ELEVATOR PITCH
• Consistent voice, brand, and message • Optimize your “what we do” paragraph then adapt it to fit in various profile areas (160 characters in twitter for example)
• Photos for personal, photo or logo for businesses
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CDPI - Summer Leadership Institute #CDPISLI @kmullett
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CDPI - Summer Leadership Institute #CDPISLI @kmullett
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CDPI - Summer Leadership Institute #CDPISLI @kmullett
ACTION: GRAB YOUR BRAND/IDENTITY namechk.com
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EVIDENCE CDPI - Summer Leadership Institute #CDPISLI @kmullett
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CDPI - Summer Leadership Institute #CDPISLI @kmullett
DO YOU SEE THE VALUE?
Social media works best when you are a willing participant, see value, & treat it like a lifestyle, instead of a task.
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VALUE CDPI - Summer Leadership Institute #CDPISLI @kmullett
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CDPI - Summer Leadership Institute #CDPISLI @kmullett
BE PROACTIVELY AUGMENTING…
• Visibility • Circle of influence • Built in audience • Recommendations for work completed • Knowledge outside of degree • Relationships
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CDPI - Summer Leadership Institute #CDPISLI @kmullett
ALEC BROWNSTIEN…WHAT BOX?
Bought AdWords for 5 creative directors names, which cost him $6. He received an interview with all but one! http://www.thegooglejobexperiment.com/
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CDPI - Summer Leadership Institute #CDPISLI @kmullett
AM I POPULAR AND IMPORTANT YET?
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REPUTATION CDPI - Summer Leadership Institute #CDPISLI @kmullett
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CDPI - Summer Leadership Institute #CDPISLI @kmullett
THIS IS THE WRONG FOCUS
Would any of these people be your ideal demographic?
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CDPI - Summer Leadership Institute #CDPISLI @kmullett
VANITY, NOT ACCOUNT VITALITY
Where is the value? He uses #followback, but doesn’t.
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CDPI - Summer Leadership Institute #CDPISLI @kmullett
WHY DON’T THEY LIKE US?
• Are we clear with our message? • Is design or action most important? • What is our call to action? • What is in it for them?
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CDPI - Summer Leadership Institute #CDPISLI @kmullett
CONNECTING THE DOTS…
Do these printed pieces promote social channels? What is the social strategy?
or
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CDPI - Summer Leadership Institute #CDPISLI @kmullett
TIE IT TOGETHER WITH A CAMPAIGN
In print, on air, online, and in-store. i.e. connecting the dots
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CDPI - Summer Leadership Institute #CDPISLI @kmullett
TIE OFFLINE/ONLINE/MOBILE TOGETHER
QR Codes and mobile sites need a strategic purpose!
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CDPI - Summer Leadership Institute #CDPISLI @kmullett
The real failure of QR Code usage: nonstrategic, uncreative, and untested implementation.
QR CODE FAILURE
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CDPI - Summer Leadership Institute #CDPISLI @kmullett
HELP THEM FIND YOU
Which of these two will grow their Facebook page?
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CDPI - Summer Leadership Institute #CDPISLI @kmullett
CLICK “LIKE” IF YOU BREATH AIR
A creative way to keep in front of people (edgerank) or spam? It can be a very fine line!
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• Optimize your efforts • Schedule activity during peak times • Use tools to consolidate accounts
CDPI - Summer Leadership Institute #CDPISLI @kmullett
ACTION: SOCIAL ACTIVITY OPTIMIZATION
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CDPI - Summer Leadership Institute #CDPISLI @kmullett
10 MINUTES/DAY
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CDPI - Summer Leadership Institute #CDPISLI @kmullett
THE RALLY’S FOURSQUARE INCIDENT
Is this how your company would handle a complaint?
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CDPI - Summer Leadership Institute #CDPISLI @kmullett
MONITOR YOUR FOURSQUARE ACTIVITY
• Is anyone checking in • See who publically checks in • Watch for positive or negative comments • Catch inappropriate photos
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NETWORKING CDPI - Summer Leadership Institute #CDPISLI @kmullett
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CDPI - Summer Leadership Institute #CDPISLI @kmullett
How many of you who desire article comments, amplification of your social posts, and professional recommendations take the time to provide them?
WHY DOESN’T ANYONE
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CDPI - Summer Leadership Institute #CDPISLI @kmullett
ACTION: START LISTENING & WATCHING Set alerts for: business name(s) or brand, employee names, usernames, your brand name, competition, influencers in your field, product/service names, and misspellings.
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CDPI - Summer Leadership Institute #CDPISLI @kmullett
ACTION: GET COMFY ON CAMERA
Video may give that extra visibility you need! • Differentiate from your competition • Easy and inexpensive to embed from Youtube • Increased visibility & no plug-in
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CDPI - Summer Leadership Institute #CDPISLI @kmullett
ACTION: BE PREPARED
Are you keeping up and prepared to communicate how others wish to be communicated with? • Facebook • Smart phones • Skype • Google+
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OWNERSHIP CDPI - Summer Leadership Institute #CDPISLI @kmullett
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CDPI - Summer Leadership Institute #CDPISLI @kmullett
THE DANGERS OF FREE
• Ars Technica (suggested copyright infringement?) • Jonathan Rivera’s page with 47’000 fans (vanity url)
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CDPI - Summer Leadership Institute #CDPISLI @kmullett
A CLICK IS NOT A BLOOD OATH
Facebook events • No formal signup • No info gathering • No commitment • Not for everyone
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CDPI - Summer Leadership Institute #CDPISLI @kmullett
ACTION: KEEP TRAFFIC, SEO & VISIBILITY!
Embed signup capability via services like eventbrite
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CDPI - Summer Leadership Institute #CDPISLI @kmullett
ACTION: INVEST IN OWNERSHIP
You are likely to change jobs many times in your lifetime, however save for a few reasons, your name will not. Free services come and go! Own a domain! $10/ year (do it)
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CDPI - Summer Leadership Institute #CDPISLI @kmullett
Clients often talk about how hard it is to find things to blog or post news about when in reality it’s right in front of them. Don’t give away traffic, search engine optimization and brand visibility to third party sites or email only responses.
WHAT TO WRITE
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CDPI - Summer Leadership Institute #CDPISLI @kmullett
ACTION: BLOGGING…DO I HAVE TO?
Efficient blogging ideas. • Convert customer question
response emails into posts • Share via social • Use video reviews & stories • Link to specific information
pages from blog posts. • Get guest bloggers
yoursite.com/blog vs
blog.othersite.com
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CDPI - Summer Leadership Institute #CDPISLI @kmullett
ACTION: GOOGLE GIVES YOU CLUES
Let Google give you ideas on which long tail subjects to write about. • Google Instant • More search tools (left) • Searches related to (bottom) • Related searches (top) [doesn’t always appear]
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CDPI - Summer Leadership Institute #CDPISLI @kmullett
ACTION: MEASURE IF IT WORKED • Monitor contacts, calls, lead sources (referrals) • email subscriptions and network growth (quality) • Check Google Analytics, Google Webmaster tools: bounce rates, time on site, pages visited, conversion, confirmation pages, and…well that’s another seminar.
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CDPI - Summer Leadership Institute #CDPISLI @kmullett
Humanize your message, Encourage conversation, Listen first, Promote Less.
H.E.L.P PHILOSOPHY
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ME
bit.ly/aboutKM
cirrusabs.com / @cirrusabs @kmullett
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CDPI - Summer Leadership Institute #CDPISLI @kmullett
GET TIPS, TRICKS, INVITES, AND INFO
Find out what’s in The Puzzle Box bit.ly/ThePuzzleBox or text CIRRUSABS to 71813
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ATTRIBUTION
Photography by Kevin Mullett or Stock agencies unless noted below. Jonathan Robson - © baby shave Seth J – hidden rabbit Horton Group – mean dog behind fence West McGowan – empty billboard Ann Larie Valentrine – ukiah’s still hangin’ in w/roladex’s Joe Shoemaker – untitled pic of me
cirrusabs.com / @cirrusabs @kmullett