OCA Lecture Series: Social Media & Professional Branding


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  • At its most basic sense, social media is a shift in how people discover, read and share news, information and content. It's a fusion of sociology and technology, transforming monologues (one to many) into dialogues (many to many) and is the democratization of information, transforming people from content readers into publishers. Social media has become extremely popular because it allows people to connect in the online world to form relationships for personal and business.
  • Social Media..It’s about starting a conversation - -
  • Your profile is the starting point for Facebook. Think of it as your front door. It’s very importantthat your front door on Facebook be in sync with the front door of your brand. Just because youcan put all kinds of cute things on your Facebook profile, you still must ask yourself what makessense in terms of your business and your business objectives. It’s common sense really, but it’seasy to take your eye off the ball with all the toys and applications available once you learn howto navigate Facebook.Create a profile that helps tell your business story and then enhance it with tools and applicationsthat allow you to branch out and connect with like-minded individuals.
  • FriendsFriends in the world of Facebook are simply people that are also members who grant youpermission to view their profile and contact them directly. This is really at the heart of thenetworking aspect of Facebook. Without any friends your Facebook efforts won’t be as useful.The first step is to connect with people who already know you and then you can start to connectwith friends of friends and other recognized thought leaders in your industry.Don’t forget to send friend requests to journalists in your industry as well.Once someone accepts a friend request, you can begin to share information with them and viewthe information they make available. A word of warning here: The Facebook culture, as is the casein many social network environments, frowns on direct promotion. The connections you makeshould be much more about networking and building trust.
  • Profile image: For a product page, like this one, you can use your company logo. Make sure it’s an image that you want representing your brand alongside every status update and post. This will literally be the “face” of your company! Maximum dimensions are 180(w)x 540(h) pixels.Other Photos: These photos get pulled from the photo album and wall posts on your page. Many new pages don’t have ANY pictures in these spots, which is a shame. Try and think of any imagery that you think best represents your brand and post them in an album so they appear along the top. You can hide or delete any images you don’t want displayed later.Post: This is where you share interesting and relevant information with your fans on Facebook. Anyone who “likes” your page will see your posts in their personal newsfeed.Wall/Feed: Your Wall is the primary place users can engage and converse with your brand. Users can comment, like and “share” your messages, links and video. Below each of your posts you can view quick analysis of the post’s popularity, including impressions and feedback rate.Tabs: To the left of the Wall, are your tabs. Users can navigate through interesting parts of your page, including your Photo albums, Discussion forums, custom Apps, and even special tabs like a Welcome page. You can also choose to set one of these tabs as your default landing page (Found under Edit Info>Manage Permissions).Fans/Likes: Beneath your Tabs is the number of “likes” your page has. Likes are the number of people who are a fan of your page and are receiving your updates on their personal newsfeed. You can click on the “people like this” link to view the names and profiles of your fans.Admin Tools: To the right of your Wall, you have an “easy access” list of helpful administrative tools. Here you can view analytical data for your profile  by clicking “View Insights”. Or, if you have given your personal account ‘Administrative access’ to the fan page, you can sign in as yourself and toggle between using Facebook as yourself or as your company. This is a new feature, which essentially allows you to interact with other pages & people AS your page. More in depth administrative tools, such as editing and updating your profile page’s content, can be found by clicking “Edit Info” at the top of the page.Logging in as your product page (mentioned in item 7) is a new feature that deserves a bit more discussion. With your personal account, you can like, share and post items to your Facebook page outside of the Facebook environment. This new feature now allows you to participate in this behavior as your company. The line between a Fan Page and a Personal Profile is blurring more and more.Please Note: Facebook Tends to Update their Layout!While most of the components mentioned here are standard, Facebook does update and rearrange Page layouts, so please keep in mind that the appearance can and will change regularly.
  • .” It’s important to, which may involve both paid and unpaid approaches.
  • LinkedIn for connectingLinkedIn is often billed as the largest network of business professionals. It certainly has a muchmore focused business participation than many social networks and is a great place to networkand do research on specific organizations and opportunities. Ingrainedin the LinkedIn culture is the ability to see who knows who and who can make an introduction.As is the case with any social network, it’s important that you take a little time and get to knowthe culture and the accepted norms. This is often done by lurking a bit. Use the time to buildyour profile and your network of current friends so you can see firsthand some examples of howpeople connect and reach out on your chosen network. From there you can begin to contributeand seek out connections with demonstrated leaders within the network.
  • For the business professional, there are some pretty good reasons to make LinkedIn a part of youroverall social media outreach:1) Find clients, help, and deals. For some industries, LinkedIn is a great place to locateprospects and network partners. Many individuals openly promote relationships and dealsthat they are in the market for.2) Build up buzz. Once you’ve established a following within LinkedIn you can begin topromote specific happenings around your organization.3) Hire professionals. Often people think of social networks only in terms of makingmarketing connections. LinkedIn has become a great place to network and find greatassociates, partners, and vendors.4) Get feedback and research. One of the most effective ways to tap your newly built socialnetworks is to use them as a resource for research and feedback. Simply putting questionsout to your group is a great way to get a feel for areas where you want input.
  • Welcome
  • OCA Lecture Series: Social Media & Professional Branding

    1. 1. Social Media Managed Services Technology Training
    2. 2. Virtual Options Coaching & TrainingSocial Media Managed Services Technology Training
    3. 3. Email: speaker@virtualoptions.netWeb: www.virtualoptions.netTwitter: @virtualoptionsFan: www.fb.me/virtualoptions
    5. 5. Social media is theuse of technologycombined withsocial interactionto create orco-create value.
    6. 6. It’s a conversation.Social Media isn’t a one-way marketing tool but a placewhere you can to tell them about your business.
    7. 7. Why Social Media?• During the average in 2010, there were , 2,716,000 photos uploaded and10,208,000 comments posted. (AllFacebook.com)• on Social Media networking sites in 2011, a over 2010 (eMarketer)• With over 750 million users, , with who log in every day.•(DigitalBuzz.com)
    8. 8. Fish Where The Fish Are• Social Media Marketing is a lot like fishing and companies try to catch them• To be successful, that you’re trying to reach• Connect with the right school (community) and you can
    9. 9. In Social Media,it’s all about the three F’s:
    11. 11. By the Numbers: Facebook• 2011: 780-800 million• 48% of 18-34 year olds• 35+ year olds over 30%• 71.2% of the US• 48%
    12. 12. Facebook average user figures & facts: 130 friends 8 friend requests Averages 15 hours and 33 minutes 40 times per month 23 minutes 80 community pages 90 pieces of content
    13. 13. Fans FriendsFollowersSOCIAL MEDIAPROFILES
    14. 14. Facebook• Represent real people • Visible to everyone on• Limit of 5,000 friends the Internet by default• Personal use • Represent• You control who is entities: Only the confirmed or ignored as official representatives a friend of a public figure,• Facebook can shut business or down your profile if in organization violation • Unlimited Fans
    15. 15. Your profile is the starting point for Facebook. Think of it as your front door.Your Facebook (Personal*)Profile
    16. 16. About Public Personal Profiles… This. Not This. This, maybe..
    17. 17. Facebook Friends Be Selective.
    18. 18. What can you do on a profile page?• You’re putting your “Face” on Facebook.• The personal side of the professional***• Posting updates in your life makes it easy for you to connect with your friends!• You’re posting your status updates, videos, pictures, sending messages, writing on walls, and socializing within Facebook.
    19. 19. Virtual Options Welcome Page
    20. 20. Creating Your Fan Page
    21. 21. 1. Profile image2. Other Photos3. Post4. Wall/Feed5. Tabs6. Fans/Like7. Admin Tools
    22. 22. Why Facebook Fan Pages? high in searchengine positions as Facebook is a very popularwebsite for your Facebook Page,unlike the limit of 5,000 friends that regularFacebook Profile capped at because Facebook users donot need to request to be a friend to view aFacebook Fan Page
    23. 23. About Fan pages • are tied to your personal profile as the admin of your Facebook page; however, you and Facebook know the connection exists. • an unlimited number of Facebook pages.
    24. 24. About Fan pages…• Pages are public—anyone can find and view your page.• All content posted on your page gets indexed on .• Target your posts by location and language.
    25. 25. What can you do on a : events, videos, photos, specials, promos your fans to you testimonials & answer questions customer service spread the word about your businessstories
    26. 26. Where to go to set up your fan page! Your Fan Page or Business Page can be set up here.
    27. 27. Your Vanity URL – Your Brand!!By the way, be sure to register your own unique username for your Facebook page at http://facebook.com/username For Branding: Naming Conventions**
    28. 28. Facebook Fan Page Posting Tips• Show your personality• Remember its about the – DON’T sell but find ways to• Try to update your fan page at least – if your fans ask a question, answer it. If they have a complaint, respond to their concerns and do it all in a timely manner – the sooner, the better. Let them be the first to know!
    29. 29. Make it Sticky Facebook also offers a “Share” button that you can add to your Web site to make it easier for your content to be shared on Facebook.
    30. 30. Keep it FreshAssign an employee to create and manage your company’s Facebook PagePost new information, photos and videos regularly.
    31. 31. Kittens & Breakfast Think of Facebook as a community where you can participate and add genuine value.
    32. 32. Myth:“If I build it, they will come.”
    33. 33. Marketing Strategy for Your Facebook Fan Page What’s the difference between features and benefits?• A about the product/service being promoted.• A benefit answers the question• Smart Social Media marketing is about understanding and engaging with your clients about how your service offers them a benefit to improve their life and grow their company.
    34. 34. Marketing Strategy for Your Facebook Fan Page Example: Disney = Magic
    35. 35. Marketing Strategy for Your Facebook Fan Page• Finding your to create a relationship with your fans.• Find ways to rather then listing your services.
    36. 36. Fans Friends FollowersSOCIAL MEDIA PROFILE: LINKEDIN
    37. 37. Or as we like to call it..
    38. 38. Probably thebiggestdifferencebetweenFacebook andLinkedIn isthe .
    39. 39. Good Reasons to UseFind Clients, Promote RelationshipsBuild Your BuzzHire Professionals/NetworkGet Feedback and Research
    40. 40. LinkedIn Public Profile
    41. 41. Posting TipsBe Strategic, not just experimentPost with Purpose (Inform, Educate, Entertain)Post like a friend, not like a brandUse good content to drive conversation
    42. 42. OTHER PERSONAL BRANDING SITESFor branding yourself across Social Media networksand platformsBe to whatyou need…
    43. 43. GOOGLE+ BRANDED PAGEShttps://plus.google.com/u/0/pages/create
    44. 44. GOOGLE+ BRANDED PAGEShttps://plus.google.com/u/0/pages/createhttps://plus.google.com
    45. 45. Research first. Do a Litmus Test: • SocialMention.com • Hyperalerts.com • Alerts.google.com Find out what’s been posted and being said about you, your business, and brand
    46. 46. “It’s theIndian… not the arrow” Note: Dawn’s attempt at pun humor
    47. 47. Put your Social Media branding in place:• to use in the right way• for the right reason• at the right time
    48. 48. • Lots of Social Networks • Build Deliberately • Be ConsistentFacebook andLinkedin • Use Tools to work smarter, not harder
    49. 49. No need to go it alone…