Social Eminence: How to be more effective in social media
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© 2012 IBM Corporation February 2012 by Marcel Santill @santill
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The fact is that people are tuning out many traditional forms of marketing and sales. But who can blame them? These traditional ways are getting less effective and more annoying. Who has time to register for something when they can find it somewhere else? Who has time to through a 20-page long whitepaper? Or wait a whole week to get an answer from support? We live in a world where our potential buyers can educate themselves before engaging with sales. The Internet allows them to research their options without the annoyance of a hard sales pitch. In other words, buyers are in control of self-educating. We live in an interconnected world. Your job is not is no longer to find leads. Your job is to help leads find you. Your job is no longer to work in a cubicle closed off to the world. Your job is to connect with customers, influencers and potential clients. This presentation covers how to help potential customers find you – before they’re even looking to make a purchase – and then turning that early awareness into brand preference, and ultimately into leads and revenue. How can you create interesting, informative, and even entertaining content and optimizing and distributing it across social channels so it can be found by prospective buyers and influencers? It’s about engaging and building relationships. When done right, social media returns dramatically better results than traditional ways of interrupting prospects.
Transcript of Social Eminence: How to be more effective in social media
© 2012 IBM Corporation
February 2012
by Marcel Santilli@santilli
© 2012 IBM Corporation
IBM Software
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Forget about everything you’ve heard about
social media
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Business has always been social
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Social media is just basic…
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Then what’s the key to success?
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Don’t be that guy
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…or this guy
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And please,don’t be this guy.
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So how can you be asuper star in social media?
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Let’s go back to the basics.
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You have to break through the clutter.You have to break through the clutter.
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Your content has to be
AWESOME.
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and NOT…
BORING.
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Keep it simple.
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Be unexpected.
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Tell a story.
19 Appeal to emotion.
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Be factual and concrete…
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and credible.
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Provide practical solutions.
23 Selflessly help others.
24Share ideas…
25…and insights.
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Just be yourself.
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…and don’t forget to build relationships.
Make them LOVE you.
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Got it?
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Still paying attention?
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how do people search for information?Think about…
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Trusted network.
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So here are some things you can do NOW.
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Think of it as strategic online networking.
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1. Create a LinkedIn account2. Update your profile with very detail information3. Explain your role, not just your title4. Add skills (make it search friendly)5. Invite your network and add people you know6. Join relevant groups (be active)7. Answer questions in the ‘Answers’ section8. Synchronize it with Twitter9. Add Slideshare application to share presentations10. Recommend people (give to get)
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1. Create a personal profile (not branded)2. Update your bio and website, and upload a good picture3. Pick a simple and short username4. Tweet everyday (preferably several times a day)5. You can link Twitter to LinkedIn (and vice-versa)6. Follow influencers and experts in your field7. Only follow back people that are relevant8. Share things that are useful and relevant to your followers9. Do no just self-promote or share your stuff10. Use Refollow, HootSuite, Twellow, Klout & other tools11. Engage with your followers (@reply, RT and mention) 12. Create lists (check out Listorious.com) 13. Always keep good follow-to-follower ratio
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1. Allow people to subscribe to you2. Pick a good, search friendly vanity URL (facebook.com/username)
3. Update your timeline with where you work and about 4. Upload a cover image that describes you5. Adjust your privacy settings6. Share to ‘Public’ what you want subscribers to see7. Tag people and pages in your updates8. Comment and engage in relevant pages9. Share different kinds of content10. Do NOT overshare
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But what do I share?
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1. Interesting articles2. Insightful videos from YouTube3. Information about upcoming events4. Funny/fun stuff to make your followers smile5. Things that reflect you and your personality6. Things you enjoy and do (make it personal, but not too personal)
7. Presentations, white papers and reports (not behind registration)
8. Blog posts (yours and from people you follow)
9. Pictures and infographics10. Quotes, thoughts and insights (no links)
11. Keep self-promotion to 20% or less
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Don’t forget to…
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…but only if you have something interesting to say.
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43Don’t share a bunch of content behind registration.
44Always look at things through customer’s eyes.
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It’s all about finding just the right…
balance.
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And that’s how you become influential.
