How to Develop Thought Leadership Using Social Media

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  • 1. Finding Big Foot or How To Develop Thought Leadership Using Social Media Erika Pryor, Ph. D. Principal Marketing Consultant + Freelance Writer Pryor Communication Solutions, LLC.
  • 2. Erika M. Pryor, Ph. D. ● Principal Marketing Consultant + Freelance Writer ● Small Business Owner ● Social and Digital Media Junkie ● Services Offered About the Presenter
  • 3. "Become the kind of leader that people would follow voluntarily; even if you had no title or position." Brian Tracy "Leadership is Influence." John C. Maxwell Leadership Matters . . .
  • 4. ● An expert in a specialized area or industry ● Recognized as having innovative ideas and success effecting change by colleagues, competitors, customers and prospects ● The "go to" person What is a Thought Leader?
  • 5. "100 Fascinating Social Media Statistics and Figures from 2012," Brian Hongman, The Huffington Post The Big 5 Social Media Players 1. Facebook 2. Twitter 3. Instagram 4. Pinterest 5. Google+ Social Media + Digital Tools Matter
  • 6. ● 1 billion Facebook users by the end of 2012 ● 21% of Facebooks' users are from Asia, which is less than 4% of Asia's population ● More than 1 million websites have integrated with Facebook Facebook Stats . . .
  • 7. ● In 2012, 175 million tweets were sent from Twitter everyday ● 56% of customer tweets to companies are ignored ● Top 3 countries on Twitter: ○ United States 107 millon ○ Brazil 33 million ○ Japan 30 million Twitter Stats . . .
  • 8. ● 575 likes + 81 comments by Instragram users every second in 2012 ● More than 5 million photos are uploaded to Instagram everyday ● In August 2012, Instagram hit 80 million users with 7.5 million daily active users Instagram Stats . . .
  • 9. ● 80% of Pinterest users are women and 50% of all Pinterest users have children ● Pinterest referrals spend 70% more money than visitors from non-social channels ● 28% of Pinterest users have a $100K annunal household income Pinterest Stats . . .
  • 10. ● The Google+ button is used 5 billion times per day by 48% of global fortune 100 companies ● 47% of Hispanic consumers use Google+ comapared to the U.S. average of 18% ● H+M have the most Google+ posts of any brand Google+ Stats . . .
  • 11. What statistical trends do you see that are significant to you and your organization?
  • 12. Are you using online social media and digital tools in your role as a leader to create an environments of openness and transparency? Have you practiced your leaership skills through a range of different media? Important Questions To Leaders...
  • 13. "According to Forbes, a thought leader is an individual or firm that signficiantly profits from being recognized as such." Gini Dietrich, "Is Thought Leadership Just Business Jargon," April 17, 2013.
  • 14. ● Having a leadership position in the marketplace builds business, drives sales ● Thought leadership campaigns are fundementally a business development strategy based on content marketing ● Thought leadership differentiates you from your competitors How Thought Leadership Has Commercial Benefits
  • 15. 3 Things You Need to Know About Developing a Thought Leadership Campaign
  • 16. Develop thought leadership content that is tightly targeted Reaching a responsive audience of prospects is more important and profitable than reaching the largest audience possible. Criterion #1
  • 17. Develop thought leadership content that has considerable value for your target audience Thought leadership content must be able to make a meaningful difference to your audience. Valuable content will be shared on social media platforms with potential clients. Criterion #2
  • 18. Keep developing thought leadership content It's easy for thought leaders to give up and "vanish," so don't! It's a fairly hard uphil road to becoming a thought leader, and a quick ride down. Criterion #3
  • 19. 10 Tactics for Creating a Successful Thought Leadership Campaign Using Social Media and Digital Tools
  • 20. 1. Select an area of focus 2. Identify your internal brand ambassador 3. Extend brand credibility to internal brand ambassador 4. Develop social media profiles
  • 21. 5. Identify and listen to your industry thought leaders 6. Develop, disseminate, and multipurpose original research (infographics,surveys, and reports) 7. Use social media to consistently share content from identified thought leaders
  • 22. 8. Grow your audience using social media outlets 9. Establish a publication frequency and stick to it 10 Routinely review content performance and optimize as needed.
  • 23. 1. Thought Leadership is real, legitimate and achievable. 2. Thought Leadership is a business development strategy rooted in content marketing 3. Social Media networks and digital tools are channels of diseemination 5 Key Takeaways
  • 24. 4. Your audiences and prospects are online -- you just have to learn where. 5. Facebook, Twitter, Instagram, Pinterest, and Google+ are the most popular and well trafficked social media channels. 5 Key Takeaways cont . . .
  • 25. Let's Connect! Email: drerikapryor@gmail.com Twitter + Instagram: @ErikaPryor -Phone: (614) 477-8794 Thank You + Questions