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BEYOND FACEBOOK…Using Social Media to Build your Brand                And Develop Businessadvertising     marketing   publ...
NAIFA                                                                            tweet away© KPS|3 2011. Not to be reprodu...
NAIFA                                                                            tweet away© KPS|3 2011. Not to be reprodu...
NAIFA                                                                            tweet away© KPS|3 2011. Not to be reprodu...
NAIFA How many of you get most of your       referrals and good business… from       word of mouth from current       rela...
NAIFA How would you like to expand the       ways you make "word of mouth" and       current relationships work for you?  ...
NAIFA Exercise: As quickly as you can when I       say go, introduce yourself to as many       people as you can, but you ...
NAIFA There is SHIFT from a BROADCAST       mechanism to a MANY-TO-MANY       model, rooted in a conversational       form...
NAIFA IBM forecasters are predicting a       greater disruption in marketing in the       next five years than we’ve seen ...
NAIFA Technology… allows us to do what       weve been doing… differently,       faster. Its not a replacement; its a     ...
NAIFA Social Media: uses technology and       defined networking systems, to allow       you to connect to and engage a   ...
NAIFA Social Media Can be One More Tool:  It isnt a short-term project, an  experiment, a one-shot deal, or a  quick fix. ...
NAIFA Lets review how business is       developed… think of it as a       continuum, with engagement being       the key a...
NAIFA Relevant Engagement is the Key:       Awareness       Understanding       Perceptions       Attitudes       Intent  ...
NAIFA                                                                            tweet away© KPS|3 2011. Not to be reprodu...
NAIFA Some common Social Media tools:       Facebook       Twitter                                                        ...
NAIFA Some common Social Media tools:       YouTube       Blogs                                                           ...
NAIFA Some common Social Media tools:       LinkedIn       Plaxo                                                          ...
NAIFA Some common Social Media tools:       AngiesList       Yelp       Other UGC rating sites                            ...
NAIFA Yeah, great… but so what? Why??       1.Further your brand/reputation and       position you relative to competition...
NAIFA Not just for younguns:       -Online: 79% of U.S. adults online       Avg 11 plus hours/week       -Blogging: More t...
NAIFA Further your brand positioning/value:       Expert       Trusted advisor       Thought leader       Successful for c...
NAIFA Further your brand positioning/value:       - Social media tools same as others       - Remember the cocktail party ...
NAIFA A word on Blogging (Weblog):       - Improves SEO       - Positions you as expert/thought       leader       - Monit...
NAIFA Monitoring the Blogosphere:  Free: Bloglines, Technorati,  Blogpulse       Paid: Umbria, Nielson BuzzMetrics,       ...
NAIFA Further your brand positioning/value:       - Use the same discipline you use in       other biz dev efforts (schedu...
NAIFA Move prospects down continuum:       - Engaged, authentic interaction and       you can "prove your brand"       - U...
NAIFA Move prospects down continuum:       - As they begin to research you,       theyll find more content - than just    ...
NAIFA Improve SEO:       - Search performance is critical and       getting more so       - Search is number 1 activity on...
NAIFA Improve SEO:       - Fresh content (SE spiders LIKE this)       - Links back to your website (links in       are lik...
NAIFA Compliance:       - Your industry has some constraints       on spontanaity       - If your company policy permits, ...
NAIFA It must be strategic however… -Strategy first. -Then do.                                                            ...
NAIFA Making it work: -Listen. Understand. -Participate. Give people a reason to come back to you. Don’t have to be boring...
NAIFA Making it work: - Important to understand the technology but more so the strategy. - Extend your reach. It’s not a b...
NAIFA Finding these slides later: -I will blog tomorrow PM with a link to slides - www.kps3blog.com                       ...
NAIFA                         KPS3.COM/BLOG                         FACEBOOK.COM/KPS3MARKETING                         TWI...
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Beyond Facebook: Using Social Media to Build your Brand And Develop Business

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KPS3 Marketing presentation at the NAIFA conference in Las Vegas, Nevada. It includes best strategies for incorporating social media in business and brand development.

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Transcript of "Beyond Facebook: Using Social Media to Build your Brand And Develop Business"

  1. 1. BEYOND FACEBOOK…Using Social Media to Build your Brand And Develop Businessadvertising marketing public relations web & digital media
  2. 2. NAIFA tweet away© KPS|3 2011. Not to be reproduced or used without permission. kps3.com #kps3naifa
  3. 3. NAIFA tweet away© KPS|3 2011. Not to be reproduced or used without permission. kps3.com #kps3naifa
  4. 4. NAIFA tweet away© KPS|3 2011. Not to be reproduced or used without permission. kps3.com #kps3naifa
  5. 5. NAIFA How many of you get most of your referrals and good business… from word of mouth from current relationships you have? tweet away© KPS|3 2011. Not to be reproduced or used without permission. kps3.com #kps3naifa
  6. 6. NAIFA How would you like to expand the ways you make "word of mouth" and current relationships work for you? tweet away© KPS|3 2011. Not to be reproduced or used without permission. kps3.com #kps3naifa
  7. 7. NAIFA Exercise: As quickly as you can when I say go, introduce yourself to as many people as you can, but you must tell each one you meet one fact about your business or you. And listen to theirs. Keep count of your score. tweet away© KPS|3 2011. Not to be reproduced or used without permission. kps3.com #kps3naifa
  8. 8. NAIFA There is SHIFT from a BROADCAST mechanism to a MANY-TO-MANY model, rooted in a conversational format between authors and people. tweet away© KPS|3 2011. Not to be reproduced or used without permission. kps3.com #kps3naifa
  9. 9. NAIFA IBM forecasters are predicting a greater disruption in marketing in the next five years than we’ve seen in the past 50 years combined. tweet away© KPS|3 2011. Not to be reproduced or used without permission. kps3.com #kps3naifa
  10. 10. NAIFA Technology… allows us to do what weve been doing… differently, faster. Its not a replacement; its a supplement. tweet away© KPS|3 2011. Not to be reproduced or used without permission. kps3.com #kps3naifa
  11. 11. NAIFA Social Media: uses technology and defined networking systems, to allow you to connect to and engage a broader range of people that you may be able to access in person. tweet away© KPS|3 2011. Not to be reproduced or used without permission. kps3.com #kps3naifa
  12. 12. NAIFA Social Media Can be One More Tool: It isnt a short-term project, an experiment, a one-shot deal, or a quick fix. Its not something you throw money at, and using it doesnt guarantee success or influence. tweet away© KPS|3 2011. Not to be reproduced or used without permission. kps3.com #kps3naifa
  13. 13. NAIFA Lets review how business is developed… think of it as a continuum, with engagement being the key along the way in many places in many ways. tweet away© KPS|3 2011. Not to be reproduced or used without permission. kps3.com #kps3naifa
  14. 14. NAIFA Relevant Engagement is the Key: Awareness Understanding Perceptions Attitudes Intent Behavior (Buying Decision) tweet away© KPS|3 2011. Not to be reproduced or used without permission. kps3.com #kps3naifa
  15. 15. NAIFA tweet away© KPS|3 2011. Not to be reproduced or used without permission. kps3.com #kps3naifa
  16. 16. NAIFA Some common Social Media tools: Facebook Twitter tweet away© KPS|3 2011. Not to be reproduced or used without permission. kps3.com #kps3naifa
  17. 17. NAIFA Some common Social Media tools: YouTube Blogs tweet away© KPS|3 2011. Not to be reproduced or used without permission. kps3.com #kps3naifa
  18. 18. NAIFA Some common Social Media tools: LinkedIn Plaxo tweet away© KPS|3 2011. Not to be reproduced or used without permission. kps3.com #kps3naifa
  19. 19. NAIFA Some common Social Media tools: AngiesList Yelp Other UGC rating sites tweet away© KPS|3 2011. Not to be reproduced or used without permission. kps3.com #kps3naifa
  20. 20. NAIFA Yeah, great… but so what? Why?? 1.Further your brand/reputation and position you relative to competition 2.Move prospects down continuum 3.Search engine optimization tweet away© KPS|3 2011. Not to be reproduced or used without permission. kps3.com #kps3naifa
  21. 21. NAIFA Not just for younguns: -Online: 79% of U.S. adults online Avg 11 plus hours/week -Blogging: More than 40 million blogs… and it doubles every 6 months -Cell Phones: 255 million users (84%), 98% capable/50% using text messaging -Video: 12 billion online video streams -61.4% have visited a social networking site -Six in 10 wealthy consumers online use social networks -Fastest growing segment in Facebook users… tweet away© KPS|3 2011. Not to be reproduced or used without permission. kps3.com #kps3naifa
  22. 22. NAIFA Further your brand positioning/value: Expert Trusted advisor Thought leader Successful for clients tweet away© KPS|3 2011. Not to be reproduced or used without permission. kps3.com #kps3naifa
  23. 23. NAIFA Further your brand positioning/value: - Social media tools same as others - Remember the cocktail party - Develop your strategy, message or topic priorities, brand style and voice tweet away© KPS|3 2011. Not to be reproduced or used without permission. kps3.com #kps3naifa
  24. 24. NAIFA A word on Blogging (Weblog): - Improves SEO - Positions you as expert/thought leader - Monitor and contribute as strategy - Media pull from blogs tweet away© KPS|3 2011. Not to be reproduced or used without permission. kps3.com #kps3naifa
  25. 25. NAIFA Monitoring the Blogosphere: Free: Bloglines, Technorati, Blogpulse Paid: Umbria, Nielson BuzzMetrics, BuzzLogic tweet away© KPS|3 2011. Not to be reproduced or used without permission. kps3.com #kps3naifa
  26. 26. NAIFA Further your brand positioning/value: - Use the same discipline you use in other biz dev efforts (schedule) - Its human resource vs. financial tweet away© KPS|3 2011. Not to be reproduced or used without permission. kps3.com #kps3naifa
  27. 27. NAIFA Move prospects down continuum: - Engaged, authentic interaction and you can "prove your brand" - Use social media to touch them – integrate with calls, direct mail, trad tweet away© KPS|3 2011. Not to be reproduced or used without permission. kps3.com #kps3naifa
  28. 28. NAIFA Move prospects down continuum: - As they begin to research you, theyll find more content - than just your website, sales brochure, biz card, or whatever they find Googling tweet away© KPS|3 2011. Not to be reproduced or used without permission. kps3.com #kps3naifa
  29. 29. NAIFA Improve SEO: - Search performance is critical and getting more so - Search is number 1 activity online - Search spiders find things they like, are credible tweet away© KPS|3 2011. Not to be reproduced or used without permission. kps3.com #kps3naifa
  30. 30. NAIFA Improve SEO: - Fresh content (SE spiders LIKE this) - Links back to your website (links in are liked by spiders) - Multiple listings higher up in ratings tweet away© KPS|3 2011. Not to be reproduced or used without permission. kps3.com #kps3naifa
  31. 31. NAIFA Compliance: - Your industry has some constraints on spontanaity - If your company policy permits, there are potential work-arounds tweet away© KPS|3 2011. Not to be reproduced or used without permission. kps3.com #kps3naifa
  32. 32. NAIFA It must be strategic however… -Strategy first. -Then do. tweet away© KPS|3 2011. Not to be reproduced or used without permission. kps3.com #kps3naifa
  33. 33. NAIFA Making it work: -Listen. Understand. -Participate. Give people a reason to come back to you. Don’t have to be boring. tweet away© KPS|3 2011. Not to be reproduced or used without permission. kps3.com #kps3naifa
  34. 34. NAIFA Making it work: - Important to understand the technology but more so the strategy. - Extend your reach. It’s not a build-it- they-will-come mentality. Integrated marketing is important. tweet away© KPS|3 2011. Not to be reproduced or used without permission. kps3.com #kps3naifa
  35. 35. NAIFA Finding these slides later: -I will blog tomorrow PM with a link to slides - www.kps3blog.com tweet away© KPS|3 2011. Not to be reproduced or used without permission. kps3.com #kps3naifa
  36. 36. NAIFA KPS3.COM/BLOG FACEBOOK.COM/KPS3MARKETING TWITTER.COM/KPS3 YOUTUBE.COM/KPS3MARKETING LINKEDIN.COM/COMPANY/KPS3 tweet away© KPS|3 2011. Not to be reproduced or used without permission. kps3.com #kps3naifa
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