Ts510 now that youre linked in baum

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Final presentation at TS2 2010

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Ts510 now that youre linked in baum

  1. 1. TS510: You’re on LinkedIn. Now What? Harnessing the Future of Social Media 201 Presented by: Ray Baum - Director of Operations, ListeNation Corp. Zack Below – President, Sotaventure Inc Kim Rogers – Sr. Marketing Manager, Hanley Wood Rick Calvert, CEM – Founder, Blog World
  2. 2. Platforms <ul><li>Facebook – Social media network with visual media capabilities </li></ul><ul><li>LinkedIn – Your social media resume, better suited for business communities </li></ul><ul><li>Twitter – Social news site </li></ul><ul><li>YouTube – Online video/multimedia site </li></ul><ul><li>Flickr – Visual media network with social media capabilities </li></ul>
  3. 3. <ul><li>Stats Video </li></ul><ul><li>Flash </li></ul>
  4. 10. TS ² Usage <ul><li>Multiple platforms </li></ul><ul><li>Very brief </li></ul><ul><li>Designated staff members </li></ul><ul><li>A clear game plan </li></ul><ul><li>Monitored & updated daily </li></ul>
  5. 16. <ul><li>Makes it easy for your community to share their photos with you and each other </li></ul><ul><li>Easy to share your photos with the world </li></ul><ul><li>You get photos that you or your paid photographer never thought of </li></ul><ul><li>Adds to your brand presence online </li></ul><ul><li>Lack of control with tags </li></ul><ul><li>Open comments may pose a risk </li></ul><ul><li>You don’t own Flickr </li></ul>
  6. 19. <ul><li>400 million users </li></ul><ul><li>Excellent medium for advertising </li></ul><ul><li>Ability to monitor content and users </li></ul><ul><li>100% mobile </li></ul><ul><li>Privacy controls now simplified </li></ul><ul><li>Will continue to be an innovator due to third party developers </li></ul><ul><li>Negative usage-employee comments </li></ul><ul><li>Multiple sites can hurt you </li></ul><ul><li>Need to maintain one site </li></ul><ul><li>Keep it business only, not personal </li></ul><ul><li>A walled garden </li></ul>(Pros & Cons)
  7. 20. <ul><li>Not as engaging as FB </li></ul><ul><li>Has premium content for additional $ </li></ul><ul><li>Establishes a lot of false relationships </li></ul><ul><li>Not visually stimulating media </li></ul><ul><li>Threads can fill up an inbox fast </li></ul><ul><li>A walled garden </li></ul>(Pros & Cons) <ul><li>Most executives have a profile </li></ul><ul><li>Excellent source for referrals </li></ul><ul><li>Threads easier to sort through </li></ul><ul><li>More targeted ad space </li></ul><ul><li>Acts as a bulletin board for the company </li></ul>
  8. 21. (Pros & Cons) <ul><li>Easy to use/open platform </li></ul><ul><li>Enables you to monitor news in niche areas </li></ul><ul><ul><li>Monitors what customers say about your competitors </li></ul></ul><ul><li>Easy way to stay up to date w/your database </li></ul><ul><li>140 characters or less </li></ul><ul><li>Great way to monitor chatter </li></ul><ul><li>Quick way to spread the word </li></ul><ul><ul><li>Very viral through retweets </li></ul></ul><ul><li>Users can easily search messages </li></ul><ul><li>Can be overwhelming </li></ul><ul><li>A lot of spam </li></ul><ul><li>A lot of unnecessary tweets </li></ul><ul><li>A lot of automated tweets </li></ul><ul><li>Requires a third party application to manage account effectively </li></ul>
  9. 23. Pages <ul><li>Roofing Expo </li></ul><ul><li>Blog World </li></ul>
  10. 28. New Technology : Location Based Services <ul><li>Foursquare 1.9 million users </li></ul><ul><li>Gowalla 340,000 users </li></ul><ul><li>SCVNGR less than 60,000 users </li></ul>
  11. 29. SMS/Text Messaging <ul><li>Direct contact with the recipient </li></ul><ul><li>Allows you to build a 100% opt in database </li></ul><ul><li>Creates a direct link with your customer or attendee </li></ul><ul><li>Direct link to sponsorship $ </li></ul><ul><li>Can be abused </li></ul><ul><li>May be considered spam </li></ul><ul><li>Depending on calling plan, recipient may be charged </li></ul><ul><li>Deceptive tactics </li></ul>(Pros & Cons)
  12. 33. Execution <ul><li>Once you have identified and set your social media strategy, litigated the risks, developed requirements, planned, and set objectives, it is time to execute.  Many of the phases of execution may seem like a repeat of earlier planning, but if even as a final check, these steps help to prepare you and set your mindset. Better put, ‘Execution Begins Day One’. Do not let anyone tell you differently.  </li></ul>Courtesy IAEE SMTF
  13. 34. Execution Steps <ul><li>Always be assessing your audience </li></ul><ul><ul><li>Know your customers/attendees </li></ul></ul><ul><ul><li>Ask questions - what sites do they frequent </li></ul></ul><ul><li>Formulate your messaging </li></ul><ul><ul><li>Messages should match your medium </li></ul></ul><ul><ul><li>Know how to communicate in this platform </li></ul></ul><ul><li>Choose your channels </li></ul><ul><ul><li>Design your communications to match the attitude </li></ul></ul>Courtesy IAEE SMTF
  14. 35. Execution cont. <ul><li>Adhere to your policies </li></ul><ul><ul><li>Adapt your employee communications policy to your SM policy. Don’t have one; create one! </li></ul></ul><ul><li>Be consistent—Be honest—Be authentic </li></ul><ul><ul><li>If you’re going to play in the sand box, share your toys </li></ul></ul><ul><li>Measure and Course-correct </li></ul><ul><ul><li>Check your progress </li></ul></ul><ul><ul><li>Make sure your goals are being met </li></ul></ul>Courtesy IAEE SMTF
  15. 36. Tactical Tools 10 Steps for Success in Social Media Marketing <ul><li>Investigate. Be informed.  Do not stab blindly in the dark. </li></ul><ul><li>Spend time making social media a central element of your campaign. </li></ul><ul><li>Listen before participating.  Use industry blogs to stay informed. </li></ul><ul><li>Be transparent, open & honest. </li></ul><ul><li>Share your content – give to get. </li></ul><ul><li>Be personal and act like a person, not a robot.  Speak like yourself, not like a machine. </li></ul><ul><li>Contribute.  Discuss.  Do not sell. </li></ul><ul><li>Learn to take criticism.   Do not delete negativity – it will only get worse. </li></ul><ul><li>Be proactive – do not wait until you have a campaign.  Build your audience early. </li></ul><ul><li>Accept that you cannot do it all yourself – hire help when needed. </li></ul>Courtesy IAEE SMTF
  16. 37. Contact Us <ul><ul><ul><ul><li>Ray Baum [email_address] @rhbaum </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Zack Below [email_address] </li></ul></ul></ul></ul><ul><ul><ul><ul><li>@sotaventure </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Rick Calvert [email_address] </li></ul></ul></ul></ul><ul><ul><ul><ul><li>@blogworld </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Kim Rogers [email_address] </li></ul></ul></ul></ul><ul><ul><ul><ul><li>@PoolSpaPatio </li></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>@RoofingExpo </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><li>Rick’s Online Study </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Edison Research </li></ul></ul></ul></ul>
  17. 38. TS510: You’re on LinkedIn. Now What? Harnessing the Future of Social Media 201 CEU CODE: SW35 Thank you!

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