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Professional Services Marketing:Five Fears ofSocial MediaWhy your firm is scared of social mediamarketing, and the secrets...
Professional Services Marketing // Five Fears of Social MediaAbout Taryn Erickson:      A social media strategist and A/E/...
Professional Services Marketing // Five Fears of Social MediaHousekeeping!      :05 Introduction      :40 Content      :15...
Professional Services Marketing // Five Fears of Social MediaAbout Josh Miles:      Specializing in branding, design and  ...
Professional Services Marketing // Five Fears of Social MediaIt’s a conversation!      - New? Ask questions. “Raise” your ...
Professional Services Marketing // Five Fears of Social MediaTweet along!      @joshmiles                                 ...
F_ _ _ .
FEARF_ _ _ .
Professional Services Marketing // Five Fears of Social Media                           // branding for professional servi...
10,000 hrs.
Professional Services Marketing // Five Fears of Social Media                           // branding for professional servi...
Professional Services Marketing // Five Fears of Social MediaWhat I learned in CA:      - We’re still discussing if social...
Professional Services Marketing // Five Fears of Social MediaThe most social industries:      - Software, Marketing, and S...
Why?
Professional Services Marketing // Five Fears of Social MediaWhat are the mostcommon fears ofsocial media in A/E/C?       ...
Professional Services Marketing // Five Fears of Social MediaWhat do these fears createin our firm?      - Analysis paraly...
5 fears:
1.Fear ofNegativity.    // branding for professional services.
Professional Services Marketing // Five Fears of Social Media                  OMG! YOU’RE                  SO MEAN!      ...
Professional Services Marketing // Five Fears of Social MediaUsers by network (The socialthing might be catching on)      ...
Professional Services Marketing // Five Fears of Social MediaWhat to do? Tell stories.      •	 Play	an	active	part	in	the	...
Professional Services Marketing // Five Fears of Social MediaNegative stories out there?      •	 SEO	101:	fight	content	wi...
2.Fear ofPolarization.    // branding for professional services.
Professional Services Marketing // Five Fears of Social Media         negative                                          SA...
Professional Services Marketing // Five Fears of Social MediaWho is the topic ofconversation in the NFL?Utility players?Su...
GR8?
Professional Services Marketing // Five Fears of Social MediaHow to be polarizing...      •	 Make	it	personal      •	 Talk...
Professional Services Marketing // Five Fears of Social Media                           // branding for professional servi...
Professional Services Marketing // Five Fears of Social MediaAre you polarizing?      •	 What	has	worked?      •	 What	has...
Professional Services Marketing // Five Fears of Social MediaIt’s time to choose a side:      •	 Like	is	lethal.	Love	is	a...
3.Fear ofCommitment.   // branding for professional services.
Professional Services Marketing // Five Fears of Social MediaStrategy Questions:Who are we?What do we do?Who are we not?  ...
Professional Services Marketing // Five Fears of Social MediaI’m thinking of a frog.                           // branding...
Professional Services Marketing // Five Fears of Social MediaOur customer isn’t here.We’re not wasting our time.(Especiall...
Professional Services Marketing // Five Fears of Social MediaDon’t confuse your client(a person)...For their employer(an i...
Professional Services Marketing // Five Fears of Social Media                           // branding for professional servi...
Professional Services Marketing // Five Fears of Social Media                           // branding for professional servi...
Professional Services Marketing // Five Fears of Social Media                           // branding for professional servi...
Professional Services Marketing // Five Fears of Social Media                           // branding for professional servi...
Professional Services Marketing // Five Fears of Social Media                                                             ...
Professional Services Marketing // Five Fears of Social Media“ Prospects tell us we  answer more of their  questions on ou...
Professional Services Marketing // Five Fears of Social MediaWhy commit to content?      •	 Migrate	from	Intrusion	to	Perm...
Professional Services Marketing // Five Fears of Social MediaWhat helps you commit?      •	 Is	social	too	much?      •	 On...
4.Fear ofChange.   // branding for professional services.
Professional Services Marketing // Five Fears of Social Media“ Let me be clear. Marketing  isn’t going to help me sell a  ...
Professional Services Marketing // Five Fears of Social Media                                                             ...
Professional Services Marketing // Five Fears of Social Media                           // branding for professional servi...
Professional Services Marketing // Five Fears of Social MediaSocial Networking?Social Notworking?                         ...
Professional Services Marketing // Five Fears of Social Media                           // branding for professional servi...
Professional Services Marketing // Five Fears of Social Media                                                             ...
Professional Services Marketing // Five Fears of Social MediaWhat encourages change?      •	 Provide	Inspiration.      •	 ...
5.Fear ofGreatness.    // branding for professional services.
Professional Services Marketing // Five Fears of Social MediaShare your expertise      •	 Commit	to	being	an	expert      •...
Professional Services Marketing // Five Fears of Social MediaSocial Thought Leadership:      - leverage your content acros...
Let itShine!  // branding for professional services.
Professional Services Marketing // Five Fears of Social MediaWant more info on 5 Fears?      - Copy of today’s slides?    ...
Your SBASocial Brand Audit- Health of your firm’s social media activity.- How do you stack up? Customized Report.- Tips to...
Professional Services Marketing // Five Fears of Social MediaQ&A // Share your storieshttp://www.slideshare.net/milesdesig...
Professional Services Marketing // Five Fears of Social MediaThank you.      Josh Miles                                   ...
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Five Fears of Social Media: Professional Services (revised)

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Transcript of "Five Fears of Social Media: Professional Services (revised)"

  1. 1. Professional Services Marketing:Five Fears ofSocial MediaWhy your firm is scared of social mediamarketing, and the secrets to change.Presented by:Josh Miles, Principal // branding for professional services.
  2. 2. Professional Services Marketing // Five Fears of Social MediaAbout Taryn Erickson: A social media strategist and A/E/C marketing specialist. Business Development Manager for Trindera Engineering, an electrical consulting firm based in the Pacific NW. // branding for professional services. @joshmiles #MD_brand 2
  3. 3. Professional Services Marketing // Five Fears of Social MediaHousekeeping! :05 Introduction :40 Content :15 Links, Q&A, More... // branding for professional services. @joshmiles #MD_brand 3
  4. 4. Professional Services Marketing // Five Fears of Social MediaAbout Josh Miles: Specializing in branding, design and marketing for professional services firms. Bold Brand: Josh’s new book on branding for professional services to be published in 2012 by CMI Books. // branding for professional services. @joshmiles #MD_brand 4
  5. 5. Professional Services Marketing // Five Fears of Social MediaIt’s a conversation! - New? Ask questions. “Raise” your hand... - Submit Questions. Answer Polls. - Let’s hear your challenges & successes! // branding for professional services. @joshmiles #MD_brand 5
  6. 6. Professional Services Marketing // Five Fears of Social MediaTweet along! @joshmiles @Taryn44 #MD_brand // branding for professional services. @joshmiles #MD_brand 6
  7. 7. F_ _ _ .
  8. 8. FEARF_ _ _ .
  9. 9. Professional Services Marketing // Five Fears of Social Media // branding for professional services. @joshmiles #MD_brand 9
  10. 10. 10,000 hrs.
  11. 11. Professional Services Marketing // Five Fears of Social Media // branding for professional services. @joshmiles #MD_brand 11
  12. 12. Professional Services Marketing // Five Fears of Social MediaWhat I learned in CA: - We’re still discussing if social is good/bad! - “Fears” are common. - Not all firms are “stuck.” - Some firms are doing great things! // branding for professional services. @joshmiles #MD_brand 12
  13. 13. Professional Services Marketing // Five Fears of Social MediaThe most social industries: - Software, Marketing, and Search - TV & Entertainment - Graphic & Web Designers - Even Venture Capital - (Not A/E/C) // branding for professional services. @joshmiles #MD_brand 13
  14. 14. Why?
  15. 15. Professional Services Marketing // Five Fears of Social MediaWhat are the mostcommon fears ofsocial media in A/E/C? // branding for professional services. @joshmiles #MD_brand 15
  16. 16. Professional Services Marketing // Five Fears of Social MediaWhat do these fears createin our firm? - Analysis paralysis - Competitors are capturing mindshare - Missing out on real-time leads // branding for professional services. @joshmiles #MD_brand 16
  17. 17. 5 fears:
  18. 18. 1.Fear ofNegativity. // branding for professional services.
  19. 19. Professional Services Marketing // Five Fears of Social Media OMG! YOU’RE SO MEAN! I KNOW, RIGHT? // branding for professional services. @joshmiles #MD_brand 19
  20. 20. Professional Services Marketing // Five Fears of Social MediaUsers by network (The socialthing might be catching on) Facebook - 800 Million Twitter - 100 Million (adding 30k/day) LinkedIn - 50 Million Google+ - 40 Million and growing... // branding for professional services. @joshmiles #MD_brand 20
  21. 21. Professional Services Marketing // Five Fears of Social MediaWhat to do? Tell stories. • Play an active part in the conversation • Tell your Story • Make sure it is remarkable // branding for professional services. @joshmiles #MD_brand 21
  22. 22. Professional Services Marketing // Five Fears of Social MediaNegative stories out there? • SEO 101: fight content with more content • Publishing your expert content • Drive clients, users, and partners to you // branding for professional services. @joshmiles #MD_brand 22
  23. 23. 2.Fear ofPolarization. // branding for professional services.
  24. 24. Professional Services Marketing // Five Fears of Social Media negative SAFE? positive // branding for professional services. @joshmiles #MD_brand 24
  25. 25. Professional Services Marketing // Five Fears of Social MediaWho is the topic ofconversation in the NFL?Utility players?Superstars and Super villains // branding for professional services. @joshmiles #MD_brand 25
  26. 26. GR8?
  27. 27. Professional Services Marketing // Five Fears of Social MediaHow to be polarizing... • Make it personal • Talk about your culture • What do you think? • Beyond robotic, focused language // branding for professional services. @joshmiles #MD_brand 27
  28. 28. Professional Services Marketing // Five Fears of Social Media // branding for professional services. @joshmiles #MD_brand 28
  29. 29. Professional Services Marketing // Five Fears of Social MediaAre you polarizing? • What has worked? • What has backfired? // branding for professional services. @joshmiles #MD_brand 29
  30. 30. Professional Services Marketing // Five Fears of Social MediaIt’s time to choose a side: • Like is lethal. Love is a virtue. • Be uniquely you. • Recognize & Reward your core. • Make it easy to engage with you. // branding for professional services. @joshmiles #MD_brand 30
  31. 31. 3.Fear ofCommitment. // branding for professional services.
  32. 32. Professional Services Marketing // Five Fears of Social MediaStrategy Questions:Who are we?What do we do?Who are we not? // branding for professional services. @joshmiles #MD_brand 32
  33. 33. Professional Services Marketing // Five Fears of Social MediaI’m thinking of a frog. // branding for professional services. @joshmiles #MD_brand 33
  34. 34. Professional Services Marketing // Five Fears of Social MediaOur customer isn’t here.We’re not wasting our time.(Especially on Twitter.) // branding for professional services. @joshmiles #MD_brand 34
  35. 35. Professional Services Marketing // Five Fears of Social MediaDon’t confuse your client(a person)...For their employer(an institution)! // branding for professional services. @joshmiles #MD_brand 35
  36. 36. Professional Services Marketing // Five Fears of Social Media // branding for professional services. @joshmiles #MD_brand 36
  37. 37. Professional Services Marketing // Five Fears of Social Media // branding for professional services. @joshmiles #MD_brand 37
  38. 38. Professional Services Marketing // Five Fears of Social Media // branding for professional services. @joshmiles #MD_brand 38
  39. 39. Professional Services Marketing // Five Fears of Social Media // branding for professional services. @joshmiles #MD_brand 39
  40. 40. Professional Services Marketing // Five Fears of Social Media ? // branding for professional services. @joshmiles #MD_brand 40
  41. 41. Professional Services Marketing // Five Fears of Social Media“ Prospects tell us we answer more of their questions on our blog than their current vendor.” // branding for professional services. @joshmiles #MD_brand 41
  42. 42. Professional Services Marketing // Five Fears of Social MediaWhy commit to content? • Migrate from Intrusion to Permission • Change the Relationship • Educate and Entertain // branding for professional services. @joshmiles #MD_brand 42
  43. 43. Professional Services Marketing // Five Fears of Social MediaWhat helps you commit? • Is social too much? • One network feeding others • TweetDeck, Hootsuite, CoTweet • How much time do you commit? • Which networks? // branding for professional services. @joshmiles #MD_brand 43
  44. 44. 4.Fear ofChange. // branding for professional services.
  45. 45. Professional Services Marketing // Five Fears of Social Media“ Let me be clear. Marketing isn’t going to help me sell a $@%& thing... No offense. But we know we need you.” // branding for professional services. @joshmiles #MD_brand 45
  46. 46. Professional Services Marketing // Five Fears of Social Media will not get youwhat got you // branding for professional services. @joshmiles #MD_brand 46
  47. 47. Professional Services Marketing // Five Fears of Social Media // branding for professional services. @joshmiles #MD_brand 47
  48. 48. Professional Services Marketing // Five Fears of Social MediaSocial Networking?Social Notworking? // branding for professional services. @joshmiles #MD_brand 48
  49. 49. Professional Services Marketing // Five Fears of Social Media // branding for professional services. @joshmiles #MD_brand 49
  50. 50. Professional Services Marketing // Five Fears of Social Media LET’S GET A SALAD I WANT PIZZA! // branding for professional services. @joshmiles #MD_brand 50
  51. 51. Professional Services Marketing // Five Fears of Social MediaWhat encourages change? • Provide Inspiration. • Educate Logic. • Track results against goals. // branding for professional services. @joshmiles #MD_brand 51
  52. 52. 5.Fear ofGreatness. // branding for professional services.
  53. 53. Professional Services Marketing // Five Fears of Social MediaShare your expertise • Commit to being an expert • 10,000 hours starts somewhere... • Continuing education is a must • Share your breakthroughs // branding for professional services. @joshmiles #MD_brand 53
  54. 54. Professional Services Marketing // Five Fears of Social MediaSocial Thought Leadership: - leverage your content across platforms - write - blog - speak // branding for professional services. @joshmiles #MD_brand 54
  55. 55. Let itShine! // branding for professional services.
  56. 56. Professional Services Marketing // Five Fears of Social MediaWant more info on 5 Fears? - Copy of today’s slides? - Free Social Media Chapter (coming soon) - More? // branding for professional services. @joshmiles #MD_brand 56
  57. 57. Your SBASocial Brand Audit- Health of your firm’s social media activity.- How do you stack up? Customized Report.- Tips to improve: Twitter, LinkedIn, Blogging, & more // branding for professional services.
  58. 58. Professional Services Marketing // Five Fears of Social MediaQ&A // Share your storieshttp://www.slideshare.net/milesdesign // branding for professional services. @joshmiles #MD_brand 58
  59. 59. Professional Services Marketing // Five Fears of Social MediaThank you. Josh Miles Taryn Erickson milesdesign.com 317.915.8693 @joshmiles @Taryn44 // branding for professional services. @joshmiles #MD_brand 59
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