HKD2 - LinkedIn - Demystifying Social Networking

Demystifying Social Networking

What is social media? Two way communication…everyone has a voice and identity Interactive I i User generated Self moderated People Relationships

Brands Safety Fun, Family, Entertainment ? Excellent Service Overnight Delivery Low Cost

Brand You Your reputation is your brand… You are your own business… We are all entrepreneurs entrepreneurs. “…To be in business today, our most important job is to be head marketer for the brand called 'You.” - Tom Peters

How to Engage in Social Networks? Who Context Listen Engage Learn ea

Difference between social and professional networks? The grey line of purpose Entertainment/Socializing Knowledge/Productivity Age Geography Function/ Friends Title Travel Industry Nationality Education Professional Professional Sports affiliations Separation b S ti becoming even more pronounced i d Context of relationship, behavior and mind space driving the clarity

Employees are part of the company brand From IBM’s Social Computing Guidelines IBM s (http://www.ibm.com/blogs/zz/en/guidelines.html ) Be thoughtful about how you present yourself in online social networks. networks The lines between public and private, personal and professional are blurred in online social networks. By virtue of identifying yourself as an IBMer within a social network you are now connected to your colleagues managers and network, colleagues, even IBM's clients. You should ensure that content associated with you is consistent with your work at IBM. If you have joined IBM recently, be sure to update your social profiles to reflect IBM's guidelines. IBM s guidelines “Add value” “Respect” “Use your best judgment”

Social media: Surface people in your company “With the human faces coming forward due to social media With tools, the opportunity for employees to build real human relationships can be the most natural bridges for prospects to become customers.” customers ”

Companies becoming more transparent By way of social profiles & technologies, your people will be discoverable b di bl by: Customers Partners P t Employees Even recruiters

Is this an audience open to your message? Yes, but…be authentic How can an airline make you more p productive? 137 essay-length answers to Kelly’s question essay length Kelly s Viral distribution of answers to 10,000’s more LinkedIn members >100,000 visitors to the answers section, sponsored by SouthWest

Southwest Airlines Starts The Conversation 137 Answers - in 7 Days

Be authentic with your audience Combine message with desire to help… How can we do more to encourage young people to pursue careers i in science and technology? CTR s CTR’s for MSFT campaign were greater than 3% 3567 answers to Bill Gates’ question in one week Increased daily PV’s for LinkedIn.com by > 5 times

Ways to engage your audience Interact with your audience, give them a voice IoD members were already on LinkedIn Over 6,000 members 70 new discussions per week p 75% visit weekly IoD can engage directly and listen to members needs

Engage with Knowledge Polls and CNBC… Use your knowledge and insight to engage your audience

Ways to engage your audience

6 practical steps for marketers Get your hands dirty 1. Sign up and connect to friends on the key social networks 2. Sign up and connect to trusted professionals on professional networks 3. Consciously build out your networks - connect to the influencers 4. Join groups & engage with people 5. Understand opportunities for virality 6. Focus on the authenticity of the dialog

Thank you www.linkedin.com/in/kevineyres

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HKD2 - LinkedIn - Demystifying Social Networking

by H&K Demystifying Digital on Mar 18, 2010

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HKD2 - LinkedIn - Demystifying Social Networking — Presentation Transcript