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PPSX, PPTX927 views

Social Media: How to use it to your advantage

The document provides an overview of how to use social media for business purposes. It discusses using social media for lead generation, sales development, and complementing traditional media campaigns. It also covers creating an online personal brand and separating professional and personal lives online. The document then discusses truths about social media engagement, content going viral, and how people are using different social networks both personally and professionally. It provides best practices for social media use and building a company or personal brand online.

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Social Media Using it to Your Advantage David L. Smith Marcus 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 Let’s talk about using Social Media for Business 2
Don’t Worry, We’re Experts 3
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 4
How are People Using Social Media? Clear difference between personal and professional networks 5
Personal vs. Professional Networks Content expectations vary depending on type of network 6
But: What is a Professional Social Network? and What is a Personal Social Network? 7
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 9
Twitter 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 10
Twitter Large repository of information via search Very real-time, and very public Anyone can follow you; non- followers can see your tweets too 11
Built for Business Good platform to establish leadership on a topic Excellent for light-touch networking 12
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 13
Compelling imagery is a must Unique in suburban female skewing audience that kick- started the fastest growing social network (ever) 14
Popular among design/fashion/art crowd Strong platform for brands with visual content Full of products; great for driving retail traffic 15
Brands, firms, and individuals finding use for Google Hangouts group video chat feature • Support & troubleshooting • Collaboration • Mini Virtual Conference 16
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 17
Other Social Networks 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? 18
THINGS TO DO THINGS 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 21
Worst Practices Unneeded or unfounded negativity Chiming in with nothing new to say Irrelevant yet controversial topics Ignoring customers is a no- no 22
HOW TO
You are probably already on Facebook Check privacy settings – who can see what? Are you showing your birthday only, or year? 24
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 25
Twitter What are you here for? Following/reading? Getting a message out? Finding new contacts? Tracking customers? 26
Twitter 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 27
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” 28
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 account 29
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 30
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 31
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 34
Building your Company’s Brand Keep up to date on news What posts can you amplify? Corporate PR News and views Success stories Launches 35
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 36
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 37
Thank You! Slides will be posted to Slideshare: http://www.slideshare.net/mediadls Follow us on Twitter: @mawkus @mediadls 38
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.c om&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? 41