How to use social media to drive your purpose


Published on

The strategy for marketing online is often what is missing once all the tools are in place. Learn HOW to use social media like Facebook, LinkedIn, and Twitter to drive a larger purpose - whether it is a personal or business purpose.

  • Be the first to comment

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide

How to use social media to drive your purpose

  1. 1. How To Use Social Media To Drive Your Purpose<br />Lisa Isbell<br />Marketing Strategy Consultant<br />Twitter: @how2_marketing<br />Facebook: How 2 Marketing Advice<br /><br />
  2. 2. Your experience with Social Media<br />Do you currently have one or more Social Media accounts set up?<br />What was your reason for setting up the accounts?<br />What is your purpose – professional, family, life in general?<br />What strategy do you use with Social Media for any purpose?<br /><br />
  3. 3. Expectations Defined<br />Purpose – get found online & build a community.<br />Solving problems and developing content so you can get found (a step in fulfilling your purpose)<br />Investment required – Commitment, time, money?<br />Development process- setting and reaching a series of goals, analyzing.<br /><br />
  4. 4. Purpose<br />At the heart of it all our purpose for anything when we enter the online/Internet sphere is<br />GET FOUND<br />No matter what message we have to share, without an audience we can’t share it.<br /><br />
  5. 5. Purpose<br />Getting found requires a purpose and focus.<br />Whether it is a personal project (sharing family news and staying in touch), a community project (promoting a church activity, a club of some kind) or a professional purpose (generating leads and sales) you must clearly define your purpose in terms that will attract a community.<br /><br />
  6. 6. Define the Purpose: Required to Get Found<br />Define the words and phrases – language.<br />What words best describe your purpose for being online. Think keywords (search engines).<br />What does the community you hope to build need?<br />What is your value for filling that need<br />Concise message – Appx. 5-8 words/phrases as a foundation for everything you do going forward. This provides focus and clarity.<br /><br />
  7. 7. Growing & Getting Found<br />Tools<br />Google<br />Websites, Video and the Big 4<br />Aggregators<br />More (handout)<br />Red Flags – privacy, policies, rules<br />G<br /><br />
  8. 8. Google & Websites<br />Use Google Adwords tool (handout) to help identify the right words.<br />Google Reader & Alerts (Everything) to stay current with your topics of interest. (handout)<br />Work toward getting a website/blog, think of this as a hub for all of your efforts. Something you control. Social media efforts are signs pointing to it. Google analytics/SEO factor heavily here.<br /><br />
  9. 9. The Big 4<br />Facebook<br />Twitter<br />LinkedIn – largely B2B, professional<br />Blogs & Blogging – with/without a website<br />The Blurry Line<br /> for tutorials and in-depth guidance for setting things up and exploring features. All the help you need is online & it’s FREE.<br /><br />
  10. 10. Rejuvenating Your Audience<br />Provide useful, engaging, remarkable content<br />Connect<br />Solve problems<br />Discuss<br />Tactfully point back to your hub and provide solutions.<br />R<br /><br />
  11. 11. Create profile – 100%<br />Start discussions, ask and answer questions, share information – groups, your own group, your status update. Use the earlier selected words to attract your community to your content.<br />Connect – bulk invite by uploading a spreadsheet of email addresses, use the tools for Gmail, etc. <br />Point back to your hub – tactfully and often.<br />R<br /><br />
  12. 12.<br />
  13. 13. Use applications on LinkedIn to share content you create in other platforms, like blogs & Slideshare. <br /><br />
  14. 14. R<br /><ul><li>Create profile, provide links to your online hub (website/blog)
  15. 15. Like button/link
  16. 16. Share link
  17. 17. Comment link
  18. 18. Notifications
  19. 19. Messaging
  20. 20. Live Chat
  21. 21. Status update
  22. 22. YouTube, Photos, Links
  23. 23. Pages/Groups/Accounts - rules
  24. 24. The cumulative affect & going deeper with FBML
  25. 25. Facebook is dominating the Internet, the place for sharing content on a large scale.</li></ul><br />
  26. 26. Facebook spreads content beyond our own network when it’s popular<br />Friends of friends see your content when it receives a lot of engagement (and you see content from people you’re not directly connected to)<br /><br />
  27. 27. Just some of the ways content can be shared to massive amounts of people on Facebook<br /><br />
  28. 28. Page, Group, Regular Account<br />Pages – for businesses, public figures, communities, anything to be shared with the general public. Posts statuses and shares just like a regular account. FBML customizations.<br />Groups – limited engagement since you can’t share in feeds but has email capability.<br />Regular Account- The personal side. Beware of multiple accounts, this practice could get you kicked off of Facebook. The way to separate business & professional is having a Page for your professional side.<br /><br />
  29. 29. Customize it and a Facebook page can perform just about all of the functions of a website, it can also integrate most of your other online content.<br /><br />
  30. 30. R<br /><ul><li>Create profile – 100%, include link to hub
  31. 31. Start discussions, ask and answer questions, share information & tactfully point to your hub. Tweet/retweet/hashtags (#)/trending
  32. 32. Connect – start with your friends, favorite celebrities, businesses, other large audience accounts. Think about your purpose and those chosen words.
  33. 33. Search – market research, information, trivia.
  34. 34. Words – consistently speak the language of your community</li></ul><br />
  35. 35. Twitter is a tool for sharing – use the language of your community and share content; yours and related. Think value, fun, social, not just sales pitch.<br /><br />
  36. 36. With this functionality in mind, can you see how using the language of your purpose can help you get found by your community?<br /><br />
  37. 37. R<br />Blogs<br /><ul><li>Create “About” & “Contact” Page
  38. 38. Use those chosen words. Write about related topics so there is a lot of content that draws your community to you.
  39. 39. RSS Feeds & Subscribers.
  40. 40. Share video, links, photos, and allow comments to encourage discussion.
  41. 41. Email list.
  42. 42. Self-hosting or free, other places.</li></ul><br />
  43. 43. A blog can get you started, and it can replace a website. Easy to use and a vast community of support when you need help. Minimal $ investment. Insert “sweat equity” here.<br /><br />
  44. 44. Investment<br />Time and/or money<br />Be prepared for the foundation to take time to build, there is a lot competing for attention.<br />Expect it to take much longer without using your existing network. <br />Learn to do as much as possible yourself. Spend money on help and tools as you need and can afford them.<br />I<br /><br />
  45. 45. Aggregation Tools<br /><br /><br /><br /><br />Tweetie (iPhone app)<br /> <br />Many others<br />Time Savers<br />I<br /><br />
  46. 46. Development & Leadership<br />Become a thought/market leader in your online community.<br />Assess and capitalize on opportunities that emerge from the community.<br />Analyze data to gauge the community’s interest in your content.<br />Convert to action.<br />D<br /><br />
  47. 47. Development Tools<br />LinkedIn recommendations – outgoing and incoming, events, connections, groups.<br />Facebook – insights, advertising, applications.<br />Twitter – automation tools, link shorteners, traffic analysis. (handout)<br />Blog/Website – plugins, SEO, video, etc.<br />Social bookmarking. (handout)<br />D<br /><br />
  48. 48. Continuing Education<br />Each task you perform online can be a building block. The foundation takes the most time and greatest amount of effort. <br />Stephen Covey’s 7 Habits will serve you well.<br />Reading List (handout)<br />19 Hours of FREE educational videos available at <br />How 2 Marketing Advice <click here<br />Explore FREE tools & services - handout<br /><br />