Overwhelmed? Business Strategies
      for the Social Web

                          www.ChaosToClarity.com

   ©2010 Chao...
Overwhelmed? Business
Strategies for the Social Web
        presented at
   The Power Conference
     September 1, 2010
Principles

‣   Educator
‣   Digital Strategist
‣   Web Content Wrangler
‣   Brings your business brand story to life on t...
Business in a Digital World


‣   Common Sense Applies
    •   Solid business principles still
        matter
    •   You ...
Meet Tali


  Tali, a CPA for 30 years, got laid off from
  a large accounting firm 18 months ago.
  She decided to go int...
Meet Tali



  She is ready to get started with
  LinkedIn® and Facebook® to help
  expand her client base.
  Comfortable ...
Tali is not real.

         It’s really
      crowed in here!




               She lives in the mind of Jo Golden.
Tali’s Web Presence Goals


‣   Reach out to clients beyond her
    immediate area
‣   Leverage her presence on
    Linked...
Tali’s Search for Clarity

Tali came to us wanting:
‣   To flatten her social media learning curve
‣   A personalized lear...
Get Clear

Tali needs to be clear about:
‣   Her business web presence goals
‣   Her target audiences on the Web
    and w...
Tali’s Web Presence Goals


‣   Use social networks to build
    a thriving practice
‣   Help women in business
    succee...
Tali’s Target Audiences


‣   Women who own and run small
    businesses
‣   Clients who feel uncomfortable
    with the c...
Tali’s Market


‣   Current market: Silver Spring
‣   Future market: DC metro area
‣   Online market characteristics:
    ...
Tali’s Story

‣   Personal and professional are
    interwoven
‣   Championed equal work for equal
    pay in her corporat...
Tali’s Story



‣   Ethical, meticulous, a good
    communicator, respectful, and
    recognizes client expertise
‣   She ...
Tali’s Message

‣   Offers high quality personalized
    service
‣   Woman-friendly atmosphere
‣   Jargon-lite
‣   I help ...
Getting Ready for the Web

What does Tali need to know about
her competition?
‣   Identify and follow similar firms
‣   Le...
Getting Ready for the Web



What is Tali’s brand reputation on
the Web?
‣   Who says what about her?
‣   Who says what ab...
Tools: Research with the Web


‣   Browser Bookmarks—personal
‣   Social Bookmarks—to share publicly
‣   RSS Reader—follow...
Skills: Research with Web


1. Add feeds to Google Reader
2. Scan new posts regularly
3. Mark favorites to read later
4. R...
Monitoring Tali’s Reputation

‣   Monitor personal and business reputation:
    • Name
    • Company name
‣   Set up:
    ...
Communication Strategies

‣   Identify the networks her target audiences use
    •   LinkedIn
    •   Facebook
‣   Have a ...
Tali’s Plan



   We create her Facebook Fan Page,
   she maintains it.
   ‣   Use page to connect with clients
       and...
Tali’s Plan

We overhaul her LinkedIn Profile & Privacy and coach
her. Tali will:
‣   Use LinkedIn Groups to stay current ...
Manage Communication


•   Tali will use Hootsuite to manage
    and schedule updates on:
    -   LinkedIn
    -   Persona...
Communication Logistics

Tali will use Delicious to manage useful resources
‣   Delicious is a public place to store bookm...
Tali will Develop New Skills


Have a process for learning new tools:
  •   Use 3rd party blogs and YouTube
      for how-...
Tali will Develop New Habits


‣   Take notes in one place
‣   Use Chaos To Clarity’s Password Keeper
‣   Pay attention to...
Benefits of Our Approach

Clients of Chaos To Clarity benefit from our approach
in 3 important ways:
‣   We help develop y...
Connect with Us

Visit our fan page


See what we’re tweeting


Watch our videos
                                Tracey Ho...
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Overwhelmed? Business Strategies for the Social Web

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Overwhelmed? Business Strategies for the Social Web presented by Jo Golden MS, PhD, Educator, Digital Strategist, and Web Presence Wrangler, and Tracey Holinka MS, Manager and Web Designer/Developer, of Chaos to Clarity LLC. Growing your business and web presence with social media can be daunting without a clear sense of what to do and how to do it. You can learn new technologies but without understanding how your business can benefit from the changing business environment, technology alone won’t get you what you need from social media. Learn how to succeed on the social web with a business focused strategy, plans you can implement right away, and tools to make it easier.

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Overwhelmed? Business Strategies for the Social Web

  1. 1. Overwhelmed? Business Strategies for the Social Web www.ChaosToClarity.com ©2010 Chaos To Clarity LLC. Chaos To Clarity, Success in a Digital World, and the Chaos To Clarity logo are trademarks of Chaos To Clarity LLC.
  2. 2. Overwhelmed? Business Strategies for the Social Web presented at The Power Conference September 1, 2010
  3. 3. Principles ‣ Educator ‣ Digital Strategist ‣ Web Content Wrangler ‣ Brings your business brand story to life on the Web and supports your success in a digital world. ‣ Senior Web Designer/Developer ‣ Creator of How-to Videos ‣ Managing Partner ‣ Passionate about creating easy-to-use, functional, technologies that work for you and your business. www.ChaosToClarity.com
  4. 4. Business in a Digital World ‣ Common Sense Applies • Solid business principles still matter • You need to learn different ways of thinking • Pay attention to the network norms and culture • Get involved www.ChaosToClarity.com
  5. 5. Meet Tali Tali, a CPA for 30 years, got laid off from a large accounting firm 18 months ago. She decided to go into business for herself and do more meaningful work— Helping other women succeed in business. A Silver Spring native, Tali is active in her community and has several local clients. www.ChaosToClarity.com
  6. 6. Meet Tali She is ready to get started with LinkedIn® and Facebook® to help expand her client base. Comfortable learning on her own, Tali still wants expert guidance so she doesn’t waste time or energy and avoids missteps. www.ChaosToClarity.com
  7. 7. Tali is not real. It’s really crowed in here! She lives in the mind of Jo Golden.
  8. 8. Tali’s Web Presence Goals ‣ Reach out to clients beyond her immediate area ‣ Leverage her presence on LinkedIn and Facebook ‣ Share her take on issues and info with her network ‣ Find partners: bookkeeper and financial planner www.ChaosToClarity.com
  9. 9. Tali’s Search for Clarity Tali came to us wanting: ‣ To flatten her social media learning curve ‣ A personalized learning plan for the Social Web with guidance along the way ‣ A Facebook Fan Page for her business ‣ A more effective LinkedIn Profile ‣ To connect online in meaningful ways—she’s great in person, but is feeling lost when it comes to the Social Web www.ChaosToClarity.com
  10. 10. Get Clear Tali needs to be clear about: ‣ Her business web presence goals ‣ Her target audiences on the Web and where to find them ‣ The online market she will be competing in ‣ Her business brand story ‣ Her message www.ChaosToClarity.com
  11. 11. Tali’s Web Presence Goals ‣ Use social networks to build a thriving practice ‣ Help women in business succeed ‣ Expand clientele throughout the DC metro area ‣ Have a website and educational blog www.ChaosToClarity.com
  12. 12. Tali’s Target Audiences ‣ Women who own and run small businesses ‣ Clients who feel uncomfortable with the culture of male dominated accounting firms ‣ Clients who want a boutique level of personalized service www.ChaosToClarity.com
  13. 13. Tali’s Market ‣ Current market: Silver Spring ‣ Future market: DC metro area ‣ Online market characteristics: • Heavy Internet use • Social networking savvy • Strong personal network connections www.ChaosToClarity.com
  14. 14. Tali’s Story ‣ Personal and professional are interwoven ‣ Championed equal work for equal pay in her corporate practice ‣ Committed to helping women succeed ‣ Understands how male- dominated corporate culture can alienate women—especially women who are good at their jobs www.ChaosToClarity.com
  15. 15. Tali’s Story ‣ Ethical, meticulous, a good communicator, respectful, and recognizes client expertise ‣ She believes in staying current with changes in the tax code and accounting practices www.ChaosToClarity.com
  16. 16. Tali’s Message ‣ Offers high quality personalized service ‣ Woman-friendly atmosphere ‣ Jargon-lite ‣ I help you learn as much as you want and provide more guidance if you prefer ‣ Trustworthy source of accounting advice www.ChaosToClarity.com
  17. 17. Getting Ready for the Web What does Tali need to know about her competition? ‣ Identify and follow similar firms ‣ Learn what they are doing on the Internet ‣ Learn what they are doing on social networks ‣ Evaluate them. Are they doing it well? www.ChaosToClarity.com
  18. 18. Getting Ready for the Web What is Tali’s brand reputation on the Web? ‣ Who says what about her? ‣ Who says what about her company? www.ChaosToClarity.com
  19. 19. Tools: Research with the Web ‣ Browser Bookmarks—personal ‣ Social Bookmarks—to share publicly ‣ RSS Reader—follow blogs & make notes ‣ Alerts—monitor words & phrases related to her business, trademarks, market, profession, etc. www.ChaosToClarity.com
  20. 20. Skills: Research with Web 1. Add feeds to Google Reader 2. Scan new posts regularly 3. Mark favorites to read later 4. Read posts and make notes 5. Bookmark to share on Delicious 6. Bookmark in browser for personal use www.ChaosToClarity.com
  21. 21. Monitoring Tali’s Reputation ‣ Monitor personal and business reputation: • Name • Company name ‣ Set up: • Google Alerts • Social Mention Alerts ‣ Search the Web: • Google • Bing www.ChaosToClarity.com
  22. 22. Communication Strategies ‣ Identify the networks her target audiences use • LinkedIn • Facebook ‣ Have a high quality personal LinkedIn profile ‣ Create LinkedIn business profile ‣ Have a Facebook Fan Page for business ‣ Create a business profile on Google Local ‣ Future website with educational blog www.ChaosToClarity.com
  23. 23. Tali’s Plan We create her Facebook Fan Page, she maintains it. ‣ Use page to connect with clients and provide useful information ‣ Use page to attract new clients and build reputation www.ChaosToClarity.com
  24. 24. Tali’s Plan We overhaul her LinkedIn Profile & Privacy and coach her. Tali will: ‣ Use LinkedIn Groups to stay current in her field ‣ Expand her network and seek out potential partners ‣ Attract new clients with her story and interactions ‣ Share expertise and educate using Answers ‣ Use status updates to educate and connect with her network www.ChaosToClarity.com
  25. 25. Manage Communication • Tali will use Hootsuite to manage and schedule updates on: - LinkedIn - Personal Facebook Page - Facebook Fan Page for business www.ChaosToClarity.com
  26. 26. Communication Logistics Tali will use Delicious to manage useful resources ‣ Delicious is a public place to store bookmarks ‣ She will review her Delicious bookmarks and regularly post useful links to her: • Facebook Fan Page • Personal Facebook Page • LinkedIn status updates • LinkedIn Groups www.ChaosToClarity.com
  27. 27. Tali will Develop New Skills Have a process for learning new tools: • Use 3rd party blogs and YouTube for how-to info and reviews • Explore program options and settings • Use tutorials and Help www.ChaosToClarity.com
  28. 28. Tali will Develop New Habits ‣ Take notes in one place ‣ Use Chaos To Clarity’s Password Keeper ‣ Pay attention to what she can do with a program or tool ‣ Consider how the tool fits into her plan—if it doesn’t make life better, forget it ‣ Keep the process simple and the habits intentional www.ChaosToClarity.com
  29. 29. Benefits of Our Approach Clients of Chaos To Clarity benefit from our approach in 3 important ways: ‣ We help develop your business brand story and message for the Web ‣ You get the guidance you need every step of the way ‣ You decide how much you want to learn so that you can be more self-sufficient and make good decisions in the future—we help you do it efficiently and effectively. www.ChaosToClarity.com
  30. 30. Connect with Us Visit our fan page See what we’re tweeting Watch our videos Tracey Holinka Visit our blog Sign up for our newsletter Jo Golden www.ChaosToClarity.com

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