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American Society of Appraisers: Social Media for Business

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Sara Meaney of Comet Branding + PR presented to the American Society of Appraisers on April 23, 2010. In any business reliant upon referrals and the strength of your network, social media just makes ...

Sara Meaney of Comet Branding + PR presented to the American Society of Appraisers on April 23, 2010. In any business reliant upon referrals and the strength of your network, social media just makes good business sense. Three key platforms for contact and network optimization are Twitter, LinkedIn and Facebook.

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American Society of Appraisers: Social Media for Business American Society of Appraisers: Social Media for Business Presentation Transcript

  • 3 Game-Changing Social Platforms for Business Sara Meaney Comet Branding + PR
  • OVERVIEW | FACTS AND FIGURES | GAME-CHANGERS | GETTING STARTED | KICK IT UP A NOTCH |
  • POP QUIZ | SOCIAL MEDIA | 1. What do you call a message sent out via Twitter? a. SMS b. Tweet c. Twit d. Perplexing View slide
  • POP QUIZ | SOCIAL MEDIA | 1. What do you call a message sent out via Twitter? a. SMS b. Tweet c. Twit d. Perplexing Tweet  =  microblog  post  that  is  <140   characters  long,  o8en  containing  shortened   links  (URLs)  to  informaAon  on  other  sites. View slide
  • POP QUIZ | SOCIAL MEDIA | 2. Which group is the largest user demographic on Facebook? a. 0 - 17 b. 18 - 24 c. 25 - 34 d. 35 - 54 e. 55+
  • POP QUIZ | SOCIAL MEDIA | 2. Which group is the largest user demographic on Facebook? a. 0 - 17 b. 18 - 24 c. 25 - 34 d. 35 - 54 e. 55+
  • POP QUIZ | SOCIAL MEDIA | 3. How many searches does Google handle per day? a. 15.3 million b. 32.7 million c. 807.4 million d. 1.3 billion e. 2.7 billion
  • POP QUIZ | SOCIAL MEDIA | 3. How many searches does Google handle per day? a. 15.3 million b. 32.7 million c. 807.4 million d. 1.3 billion e. 2.7 billion source: comScore
  • SOCIAL MEDIA | FACTS AND FIGURES | Founded 2006 Founded 2004 Founded 2003 source: Quantcast.com 9.09
  • SOCIAL MEDIA | FACTS AND FIGURES | >400 million global users source: istrategy labs
  • SOCIAL MEDIA | FACTS AND FIGURES | 400+ million users globally source: quantcast.com
  • SOCIAL MEDIA | FACTS AND FIGURES | Global users: 65 m source: Quantcast.com 2.2010
  • SOCIAL MEDIA | FACTS AND FIGURES | 75 million users globally source: Quantcast.com 2.2010
  • COMPANY WHAT IS | THE BIG DEAL? | Y COM PAN CO-WORKER’S PAN COM PERSONAL Y BRAND Other  “Friends”   COMPANY Y PAN OM Y COM C PAN Your  Friends YOUR COMPANY PAN COM PERSONAL BRAND Y BRAND Your  Family CO NY MP COM AN M PA Y CO PAN Your  Clients CO-WORKER’S Y PERSONAL BRAND CO Y MP PAN AN Y C OM 15
  • GAME CHANGERS | 6 Degrees of Kevin Bacon |
  • Strategy + Tactics | What’s the Point? Content-driven strategy YOUR BRAND branding | pr | social media
  • SOCIAL MEDIA | GAME CHANGERS |
  • GETTING STARTED | LinkedIn 101 | ‣ Use your real name. And a decent professional photo. ‣ Update your professional history as much as possible. ‣ Keep it current. ‣ Find former colleagues, clients, customers and invite them to connect. ‣ Personalize the message you send. ‣ Explore ways to expand your profile. Observe what others are doing.
  • GETTNG STARTED | Facebook 101 | ‣ Use your real name. And a great “you” (and professionally acceptable) photo. ‣ Be findable: Fill out your profile with at least basic information: city, state, employer/career, hobbies, interests, etc. Find old friends, classmates, work buddies and ‣ Join interest groups on facebook: alumni associations, your rotary club, local library, local diner fan club, favorite artist. ‣ Post information of interest to you: news, events, jokes, pictures, interesting objets d’art you’ve appraised recently...
  • SOCIAL MEDIA | Twitter 101 | ‣ Set up your account. Use a real photo, or “avatar” ‣ Create a bio that is descriptive, unique and searchable ‣ Use search function to find people: by topic, key word, location, name, etc. ‣ Follow people who talk about things of interest ‣ They may follow you back. And so will total strangers. It’s normal. And o.k. ‣ Listen and observe. There is a Twitter etiquette. Not everyone follows it. ‣ Click on some links that sound interesting to you. ‣ Thank the person for sharing the link.
  • KICK IT UP A NOTCH | LinkedIn 201 | ‣ Seek LinkedIn endorsements from those with whom you’ve done business. ‣ Be willing to give endorsements, when warranted. ‣ Join groups and participate in discussions. ‣ Attend live gatherings of online groups to strengthen your offline network. ‣ Link other platforms to your LinkedIn profile: Your blog, Slideshare, etc. ‣ Nurture your network and grow it.
  • KICK IT UP A NOTCH | LinkedIn 201 |
  • KICK IT UP A NOTCH | Facebook 201 | ‣ Comment on other people’s posts of interest to you. ‣ “Like” stuff. Be a “Fan” of things you are a fan of. ‣ Join groups and participate in discussions. ‣ Position your expertise: Consider talking about things that are related to your career and extend your persona to include your professional side. ‣ “To help heirloom jewelry retain its value, store it in air-tight and light proof containers to reduce tarnishing.” ‣ Be funny. Be serious. Be yourself. ‣ Be present for authentic reasons, but don’t forget that everyone knows someone who needs your expertise.
  • KICK IT UP A NOTCH | Twitter 201 | • @(username): how you let someone know you’re talking to them or about them. • RT: “ReTweet” means you agree, like or want to pass along to your followers something that someone else posted. You attribute it to the original author by including their username. • #(keyword): “hashtag” keyword or search term to follow discussion threads • Tiny URLs: 140 characters makes it tough to include specific links, so shortened URLs are critical. Lots of tools for that.
  • SOCIAL MEDIA | EXPECTATIONS | Rome wasn’t built in a day: It takes time to build a network.
  • SOCIAL MEDIA | EXPECTATIONS | Can’t have rainbows without the rain: Expect critics.
  • SOCIAL MEDIA | EXPECTATIONS | Sad clowns are confusing. And creepy. Stay consistent with your brand.
  • SOCIAL MEDIA | EXPECTATIONS | Don’t let jerks sidetrack your efforts: Ensure alignment with business goals.
  • SOCIAL MEDIA | EXPECTATIONS | Can’t put the genie back in the bottle: Discretion is paramount.
  • SOCIAL MEDIA | CLOSING | What’s  your  Bacon  number?
  • SOCIAL MEDIA | RESOURCES FOR FURTHER READING | Books: • Social Media is a Cocktail Party - Jim Tobin • Groundswell - Charlene Li and Josh Bernoff • Naked Conversations - Robert Scoble and Shel Israel • Personality Not Included - Rohit Bhargava • Tribes - Seth Godin Blogs: • Mashable.com • NowIsGone.com • web-strategist.com/blog/
  • SOCIAL MEDIA | TOOLS + RESOURCES TO CONSIDER | • General - Namechk.com: Checks the availability of usernames across platforms. • Twitter - Twellow: Powerful search tool for people, categories, key words, etc. - Hootsuite: Web-based application that enables groupings, favorites, URL shortening, etc. • Facebook - InsideFacebook.com: Offers tips and insights into optimizing FB for your brand, e.g. downloadable Facebook Marketing Bible. • YouTube - www.youtube.com/advertise: Offers insights into how the platform can be customized and utilized by your brand. • Blogging - WordPress: Blog platform that enables significant customization (moderate +) - Blogger: Do-it-yourself blog platform offering templates (basic)
  • SOCIAL MEDIA | Follow up | these slides are posted to: www.slideshare.net sara@cometbranding.com Twitter: @sarameaney 414.672.8777