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Web 2.0 Secrets for Consultants


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Patrick Schwerdtfeger's February 2010 presentation to BACN, "Web 2.0 Secrets for Consultants," covering YouTube, Facebook, and LinkedIn

Patrick Schwerdtfeger's February 2010 presentation to BACN, "Web 2.0 Secrets for Consultants," covering YouTube, Facebook, and LinkedIn

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  • 1. Social Media Victories If you’re curious … Schwerdtfeger [ shwert – feger ] an old German name meaning “sword smith”. 13 letters, only 3 vowels, all e’s. Google Searches The World is Changing Facebook has over 350 million users. 2006: 2.7 B / month YouTube is the 2nd largest search engine. 2009: 31 B / month Over 200 million blogs. 54% post daily. Who cares? Chased by a Bear? Complex Business to Business Problems Technical Specialties Maps & Directions Customizable Products Basic Services Commodity Products Simple Basic Information Outrun your competition! 1
  • 2. January 19th, 2006 50,000+ Downloads! I posted something to find … I became a believer. The Opportunity … The Big Four … Embrace Social Media New Media Chapter 21 – Speak to Your Audience Centerpiece: Your BLOG The Digital Divide The Older Generation The Younger Generation 2
  • 3. The Digital Divide The Digital Divide The Older Generation The Older Generation I need to meet someone face-to-face to The Internet is LESS personal. really get to know them. The Younger Generation The Younger Generation If I only meet someone face-to-face, I The Internet is MORE personal. don’t know anything about them. The Digital Divide The Digital Divide The Older Generation The Older Generation If an online transaction goes wrong, I ONLINE transactions are not secure. have absolutely no recourse. The Younger Generation The Younger Generation If an online transaction goes wrong, I OFFLINE transactions are not secure. can personally destroy their reputation. Peer Reviews … Be Careful … 85% of Yelp reviews are positive. 3
  • 4. Today’s Reality Is Marketing Dead? 90% trust recommendations by friends. Conversations are Markets 70% trust peer reviews posted online. Engage Your Community Only 14% trust advertisements. Be Authentic and Transparent Nielsen Survey, 2009 32 – Social Media Mantras 3 Pillars to Success One more thing … Awareness > Interest > Demand Interaction > Trust > Purchases Be Defiantly Inclusion > Participation > Loyalty Who You Are! The Community … Where is Facebook? Casual Professional 4
  • 5. Social Media “Brand” Facebook Facilities Profiles – People with friends & family. Groups – People with similar interests. Pages – Brand property for businesses. My Brand Accessibility Keywords in Page Title Profiles – 2 hurdles (profile & friends). Jane Smith Groups – 1 hurdle (profile, not friends). Jane Smith Real Estate Agent Pleasant Hill Pages – 0 hurdles (visible on Google). Communication What are Updates? Profiles – FB Inbox & Email Notification. Groups – Depends on membership. Pages – No “messages”, only “updates”. 5
  • 6. Groups vs Pages Group / Page Combo Groups have email (members < 5,000). Group – Non-commercial brand property. Pages are more interactive (more viral). Page – Commercial brand property. Pages are indexed by search engines. Use both to create a sales funnel. Example … What do people like? Tag People in Photos Find Members or Fans Invite friends, share content & wall posts. Facebook Pay-Per-Click Advertising. Joanne Smith Karla Jones Offline Marketing and Promotions. Get up to 300! 6
  • 7. 1st Milestone: 25 fans Burger King Create your own custom “Vanity URL”. Differentiates the “men” from the “boys”. 233,906 friends Easier to promote and market your Page. sacrificed! The Opportunity … The Contacts … Engage Your Community Chapter 29 – Leverage Facebook LinkedIn Stats Primary Advantages Average age is 41. Professional business summary profile. LinkedIn users are searchable by job title. Users are 64% male. Allows for precision email communication. Claim high incomes. Excellent Google ranking and visibility. 7
  • 8. InControl Technical Emails from LinkedIn 1 Learn from 2 the best. 3 4 5 6 Company Profiles Create Your Own Added Visibility 8
  • 9. Join the Community Answer Questions Being on LinkedIn is NOT marketing. Yes, you have to interact with others. Provide value in the public domain. 2 per Week? Conduct a Poll Create or Join a Group Share Results Prime Energy Guest Bloggers Find experts in your field. Ask them to be a guest blogger. 2 calls in 15 minutes Share the post in LinkedIn groups. 9
  • 10. LinkedIn DirectAds Point to a … Massive Credibility Target by Job Title LION Open Networker LION – Pros & Cons Get connected FAST (social proof). LinkedIn not as personal as Facebook. Dilutes the relevance of your network. Advanced Search Results & Contact 10
  • 11. Grow Your Business Should I upgrade? Data mine LinkedIn to find prospects. Do your research before sending emails. Contact them with a valuable proposal. For most … NO! Primary Paid Benefits Buddy Media Send InMail to non-network connections. See exactly who is viewing your profile. More search results and introductions. + 300% The Opportunity … The Channel … Communicate with Precision Chapter 30 – Leverage LinkedIn 11
  • 12. What Inspires Trust? Australia Tourism High Video Content Audio Content 34,684 videos submitted Text with a Photo Low 425K email-verified votes Text Only Educational Content Necessary Equipment Setup Your Channel YouTube Channel Try to match your standard branding. Take advantage of new channel options. It’s a Social Network – so make friends! 12
  • 13. Viewer Statistics Gary Vaynerchuk $4M to $60M+ Copy Tags Ask Them to Subscribe 1929 Wall Street Stock Market Crash 170 views = 1 subscriber (Views = 89,693) So use the same (or similar) title, description & tags! 24 views = 1 subscriber More Info … More keywords. Outbound links. Full explanation. 13
  • 14. Will it Blend? Susan Boyle + 700% The Opportunity … 10 Years Ago (1999) Leverage Movies – “The Matrix” was released. Rich Music – Santana & Rob Thomas “Smooth”. Media News – Columbine Shooting in Colorado. Chapter 54 – Upload YouTube Videos Love Him or Hate Him 10 Years Later … Barack who? President Obama 14
  • 15. Teacher-Student Model Peer Group Validation Teacher 1st 2nd OLD Source Content Student Teacher Teacher Student Teacher Student Teacher Student NEW Content Source Peer group can educate itself. “It was never about me!” What is Your Content? Webify Your Business Biggest Mistakes. Internet Marketing Secrets for the Tips, Tricks and Tools. Self-Employed The Cultural Revolution. $20.00 Chapter 38 – Categorize Your Content Social Media Victories Populate the Internet! Real Businesses, Real Campaigns, Real Results $297 $200 and the book is free! 6 DVDs 15