Social Networking for Business

Building Your Business and Talent Pool with Social Media Cheryl McKinnon, CMO @ Nuxeo [email_address] Or Twitter @CherylMcKinnon Social Networking – Strategies for Business

Agenda
Why Engage with Social Media?
Understanding the Ground Rules & Objectives
Where to Start?
Demand and Lead Generation
Customer Care & Service
Competitive & Market Intelligence
Recruiting and Hiring

Agenda
Break
Workshop
Devise a Strategy for 1 of the 4 Target Areas
Present Findings
Successes and #Fails – SMB Examples
Round Table / Panel
What Has Worked for You?
Tactical Tips / Q&A

Why is this Essential ?
2008-2009
Is and will continue to be a disruptive era in business
The Web
Is leveling the playing field between big and small – old and new
New generation of entrepreneurs START online

Rise of “Web 2.0”
You Know the Drill
Blogs, Wikis, Twitter, Community Sites, Image / Video Sharing Sites, Social Bookmarking
Gained popularity in Consumer World, but becoming Business mainstream in recent years

Why Engage ? “ 'Cuz I Don't Care What That Guy Had For Lunch”
(Cool, Because Me? Yeah Me.. Your Competitor? I Do...)

Why Engage?
Need a Clear Purpose - Start with 1 – not many
Listening vs. Engaging vs. Reacting
Event? Brand? Company Promotion?
Personal or Professional Development?
Market Research, Community Polling (aka Crowd Sourcing), Competitive Intelligence
Unleash Your Alter Ego for Practice

Rules of Engagement
Most Social Media environments respect Transparency, Authenticity, Helpfulness
Investigate Company Appropriate Use Policies
Access to social networks from work machines?
What are you allowed to discuss?
What is off limits?
Spokesperson Guidelines?

Rules of Engagement
Most organizations require an update to Appropriate use policies
Corporate Examples Available:
socialmediagovernance.com/policies/php

Rules of Engagement
“ Social” Media means Interacting with People
Conversation
Plain Language
Sense of Personality
Don't Talk Like a Press Release
Always Remember the Network Effect

Rules of Engagement
Distinguish Between a Corporate Social Media Name and a Personal One
Corporate Name – links to more formal Press Releases, Events, Articles, Call to action
Personalities – a commentary on the more formal content – highlight, best quote, why they liked it.

Rules of Engagement

Rules of Engagement
Regardless of Channel – blog, Twitter, Community or Networking Site
Not a one-sided conversation
Follow Back, Comment, Link To What is Good
What Would the Conversation Look Like in Real Life?
Click back – who are the commenters? The followers? Connections in your network?

Where to Engage
Four Key Areas for Business
Lead and Demand Generation
Customer Service and Care
Competitive and Market Intelligence
Recruiting and Building Talent Pool

Where to Engage
Professional Sites
Linked In #1
Plaxo, Orkut – others regionally popular
Industry and Professional Associations (Information Zen for AIIM ECM Association)
Corporate Customer / Partner Extranets
Alumni Forums
Slideshare.Net

Where to Engage
Personal / Professional Mixed Sites
Facebook
YouTube
Twitter / FriendFeed
Wikipedia or niche wiki sites

How to Engage
LinkedIn

How to Engage
Twitter

How to Engage
Blogs

How to Engage
Professional Associations

How to Engage
SlideShare.Net / YouTube / Vimeo / Blip TV

Break and Workshop
4 Teams
Each team brainstorms and builds a social media game plan using some or all of the tools discussed today (or think of new ones)
Team 1 – Demand and Lead Generation for business Team 2 – Customer Service and Care Team 3 – Competitive and Market Intelligence Team 4 – Hiring and Finding Consultant Talent

How to Measure Success?
Begin with Clear and Achievable Goals
Drive Traffic to Web Site – Press Release, Article, Blog Post, Registration Site
Your Linked In Profile, Blog, Website
Enhance Search Engine Optimization
Use Analytical Tools to Measure
SiteMeter, Google Analytics, Trackable URL Shorteners (Bit.ly, Ow.ly, Cli.gs, HootSuite)

How to Measure Success?
Web Site/Blog Analytics

Successes
Success:
Dell – $6.5M in new business over Twitter
Zappos – Fully Social Networking Drive Customer Service
No Coalition (2008) & NoProrogue (2009) Facebook Groups and Rallies – Grassroots activities taken seriously regardless of political stripe
#HoHoTo – Fundraiser for Toronto Food Bank

Successes
Local Businesses Doing it Well

Q & A
Round Table
Where have you started?
What worked?
What Didn't?
What Will you Try This week?
At Home?
At Work?

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Social Networking for Business

by Cheryl McKinnon on Jan 30, 2010

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Social Networking for Business — Presentation Transcript