Leveraging Social Media


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Insights Digital presented "Leveraging Social Media" at a Jef Pulver - Social Media Jungle panel in March 2009.

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Leveraging Social Media

  1. 1. Leveraging Social Media for Virtual Connections Presented at Social Media Jungle March 18th, 2009
  2. 2. Background <ul><li>What is Social Media? Social media includes: search engines, social networks, blogs, micro-blogging; vlogs, message boards, podcasts, interactive websites, webcasts,e-mail; instant messaging; SMS; and other online venues that allows for community interaction. </li></ul><ul><li>The public’s use of social media has become a mainstream norm. </li></ul><ul><li>New trends and development in social technology will increase the options and ways people communicate and keep in touch. </li></ul>
  3. 3. More On Social Media <ul><li>Social media facilitates continuing that dialogue and communication with your intended audience. It is also a way to : </li></ul><ul><ul><ul><li>Exchange ideas </li></ul></ul></ul><ul><ul><ul><li>Keep in touch </li></ul></ul></ul><ul><ul><ul><li>Create connections </li></ul></ul></ul><ul><ul><ul><li>Maintain connections </li></ul></ul></ul><ul><ul><ul><li>Extend your circle </li></ul></ul></ul>
  4. 4. An Example of Social Media Blogs <ul><li>There are many blogs written by companies, associations, and patients. These sites have a 1:many engagement in that information is posted by one blogger. </li></ul><ul><li>Though many viewers may read the information and constantly go to the site, only a few viewers may actually contribute with a comment. </li></ul><ul><li>Blogs have a smaller reach than message boards but some blogs are very highly trafficked, like the Johnson & Johnson blog. </li></ul><ul><li>Blogs serve to offer both an informational and emotional need of the information seeker. </li></ul>
  5. 5. Leveraging Social Media in Multiple Dimensions Facebook Page; Video; Pictures; blog; vlog; updates on twitter and facebook, SMS; message/bulletin board Join a Group, membership, message board, volunteer on group; website; online news Linked In; slideshare; whitepapers; blog; articles on professional sites; message board Personal Facebook; Twitter; Myspace Governmental Sites (change.gov, Recovery.org) Website; E-mail list; Political Twitter; FB page; Myspace; blog Candidates running for office or holding office (ie: Obama/Biden) Website, Virtual Green Book listings; blog Professional Personal Political Professional Dimension
  6. 7. Social Media Etiquette <ul><li>Social Media is a Two Way Street. </li></ul><ul><li>Politeness in communication works best. </li></ul><ul><li>Be Transparent – people are really smart and can see more than you think. </li></ul><ul><li>There’s a good amount of altruistic behavior in Social Media, businesses need to adapt. </li></ul><ul><li>You need to be Authentic in order to gain respect and trust. </li></ul><ul><li>Virtual friends can be leveraged and even turned into close friendships; the first time you meet physically, best to assume nothing, treat the meeting like an interview. </li></ul>
  7. 8. Best Practices <ul><li>Add Value – if your interaction doesn’t add value, what’s the point of it? </li></ul><ul><li>Learn to leverage various forms of social media to strengthen virtual connections </li></ul><ul><li>Remember virtual connections are a form of strengthen real life connections – life is a condominium </li></ul><ul><li>**Remember Social Media is here to stay!” </li></ul>
  8. 9. Lessons & Advice <ul><li>Choose topics and contribute to discussions you're passionate about. </li></ul><ul><li>Combine multiple interactive and traditional outreach tactics to create, strengthen, and maintain connections (social media, email, in-person networking, etc). </li></ul><ul><li>Evangelism from a convert is much more effective than evangelism from the founder. </li></ul><ul><li>Quick, personal follow-up is essential. The half-life of a new connection is very short. </li></ul><ul><li>There is a “fine line” between harassing and connecting. </li></ul>
  9. 10. Case Studies Examples of Leveraging Social Media for Virtual Connections
  10. 11. Case Study: Career Explorer turned into Job Seeker <ul><li>Holly Hester-Reilly, MS in Engineering </li></ul><ul><li>Goal: To Explore New Career. </li></ul><ul><li>Upshot: Found a job using Facebook </li></ul><ul><li>Social Media Used: </li></ul><ul><ul><li>Facebook Update; Twitter </li></ul></ul><ul><li>Outcome: 1. Explored about new career with old classmate who was in that industry. 2. Kept in touch. 3. When a job opened up, the classmate contacted Heather and she got the job. 4. Use Twitter to connect with Key Opinion Leaders. </li></ul><ul><li>Contact: http://www.linkedin.com/in/hollyhesterreilly </li></ul>
  11. 12. Understanding the “Voice of the Fibromyalgia Patient” <ul><li>Patients share their experience in many ways: </li></ul><ul><ul><li>Blogs – Technorati.com reports: 2,113 results for Fibromyalgia and 640 blogs dedicated to Fibromyalgia. </li></ul></ul><ul><ul><li>Message Boards – like ChronicBabe.com, Neurologychannel.com, HealthBoards.com, Fibromyalgiasupport.com </li></ul></ul><ul><ul><li>Online Groups – Facebook.com has 283 groups on Fibromyalgia. </li></ul></ul><ul><ul><li>Videos – YouTube reported 1,850 videos in its results on Fibromyalgia. </li></ul></ul><ul><li>What are patients saying? </li></ul><ul><li>Patients are: </li></ul><ul><ul><li>Desiring to Increase Awareness of Fibromyalgia. </li></ul></ul><ul><ul><li>Their experience of living with Fibromyalgia - changes in their lifestyles </li></ul></ul><ul><ul><li>Fibromyalgia is a real invisible condition – It is not in their heads! </li></ul></ul><ul><ul><li>They will not allow Fibromyalgia to take over their lives. </li></ul></ul>Social Media can be used to share information in a much quicker way That allows peer to peer interaction in real time
  12. 13. Get Me A Job Today Https://getmeajobtoday.pbwiki.com <ul><li>Goal: Wiki for job seekers in transition to share advice, stories, and motivate each other for success in these times. </li></ul><ul><li>Upshot: It is a Karma wiki project to provide advice to laid off job seekers. </li></ul><ul><li>Social Media Used: 1. First, it was a Yahoo Group founded in 2003. 2. Now, it is a wiki on PbWiki; 3. Twitter </li></ul><ul><li>Twitter - Follow @GetMeAJobToday and search the #GetMeAJobToday for work opportunities or people in need of their own JobAngel </li></ul>
  13. 14. Job Angels www.JobAngels.org <ul><li>Goal: Help others find a job using the hashtag #jobangels. </li></ul><ul><li>Upshot: It started with a tweet on Jan. 29th by Founder and Head Angel, Mark Stelzner. It quickly gained traction among his marketing, advertising, and public relations colleagues. </li></ul><ul><li>Within 30 day, Jobangels has a site, strong twitter following with over 4,500 members </li></ul><ul><li>Social Media Used: Twitter and now website </li></ul><ul><li>Outcome: 1. Connect “angels” with job seekers to find jobs. </li></ul><ul><li>Twitter - Follow @Jobangels and search the #Jobangels for work opportunities or people in need of their own JobAngel </li></ul><ul><li>Facebook - JobAngels on Facebook </li></ul><ul><li>LinkedIn - JobAngels Group </li></ul>
  14. 15. Silver Starr Art Studio www.ssasarts.com <ul><li>Goal: Their primary mission is to promote artists' work and provide artists with greater control over their artistic career. </li></ul><ul><li>Silver Starr began in 1999 with no website. In 2002, Siver Starr had a static website. Now, it has a dynamic website with constant updates. It found it necessary to evolve to be in touch with artists. </li></ul><ul><li>Social Media Used: </li></ul><ul><ul><li>Website; Images; Email for Events; Facebook Update; Twitter </li></ul></ul><ul><li>Contact: http://www.silverstarrartstudios.com/ </li></ul>
  15. 16. Ultra Light Startup http:// ultralightstartups .com/ newyork / <ul><li>Goal: Graham Lawlor’s vision was to Create a Collaborative & Supportive Community and Monthly Events for Entrepreneurs who are bootstrapping their startups. </li></ul><ul><li>Upshot: 1. In less than one year and 10 meetings after, the group now has over 1,200 members. </li></ul><ul><li>Social Media Used: </li></ul><ul><ul><li>email, Meetup, LinkedIn, and Facebook </li></ul></ul><ul><li>Outcome: 1. Brought entrepreneurs together; 2. Gained National Exposure. </li></ul><ul><li>Contact: Twitter: #ULS </li></ul><ul><li>http://www.new.facebook.com/group.php?gid=13368068135 </li></ul>
  16. 17. Acknowlegdement <ul><li>Charee - CMO - JobAngels.org </li></ul><ul><li>Graham Lawlor - Founder - Ultra Light Startup </li></ul><ul><li>Holly Hester-Reilly </li></ul><ul><li>April Tabor, Esq. - Silver Starr Art Studio </li></ul>
  17. 18. About Insights Digital <ul><li>Insights Digital specializes in finding &quot;hidden gems&quot; for you through research and digital data mining. </li></ul><ul><li>Insights Digital is an independent research and strategy firm specializing in: behavioral based consumer insights; digital intelligence; and interactive strategy. </li></ul><ul><li>Each and every project is spearheaded by a Social Scientist and Expert Technology Leader. </li></ul>
  18. 19. Contact Us <ul><li>Insights Digital, Inc. </li></ul><ul><li>www.InsightsDigital.com </li></ul><ul><li>917-570-5683 </li></ul>