Driving Business Results Using Social Media


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Includes some basic information on Social Media Usage, Reasons to use Social Media, and other highlights from Sept. 17, 2009 presentation for Minneapolis Regional Chamber of Commmerce

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Driving Business Results Using Social Media

  1. 1. Driving Business Results Using Social Media Focusing on B2B tools LinkedIn, Twitter, & Blogs Minneapolis Chamber of Commerce Small Business University September 17, 2009
  2. 2. Panel Introductions <ul><li>Judy Zimmer, pioneer of LinkedIn; SALO LLC </li></ul><ul><li>John Schneider, pioneer of Twitter; GdB Advertising, Interactive, and PR Services </li></ul><ul><li>Grace Post, pioneer of Blogs; independent consultant </li></ul><ul><li>Sue Ginsburg, pioneer of integrated marketing to grow business; GrowthLynx LLC </li></ul>
  3. 3. Social Media Defined <ul><li>Social Media is, at its most basic, a shift in how people learn, read, and share news, information and content </li></ul><ul><ul><li>One to one communication changes to… </li></ul></ul><ul><ul><li>A dialogue between many </li></ul></ul><ul><li>Social Media is “Emerging Media”, and this is meant as a snapshot of this point in time, NOW </li></ul>
  4. 4. Social Media is a Way of Interaction <ul><li>Enhances your online presence </li></ul><ul><li>Builds relations </li></ul><ul><li>Creates two way conversations </li></ul><ul><li>Qualifies who you connect with </li></ul><ul><li>Builds on the premise of giving before receiving </li></ul>
  5. 5. Reasons to Use Social Media <ul><li>Targets your communications </li></ul><ul><li>Generates word of mouth </li></ul><ul><li>Builds trust & credibility </li></ul><ul><li>Provides opportunity to meet, listen to, and learn from like minded people </li></ul><ul><li>Allows you to hear what customers are saying about your business </li></ul><ul><li>Speed to Intelligence </li></ul>
  6. 6. Social Media Usage <ul><li>LinkedIn has 41 million users worldwide </li></ul><ul><ul><li>Growing by 500,000 users a month </li></ul></ul><ul><li>Twitter has more than 6 million users </li></ul><ul><ul><li>Usage skews older, from 25-34 segment, to 65+ </li></ul></ul><ul><ul><li>45-54 segment are heaviest user </li></ul></ul><ul><li>Blogs are being created by more than 20 million Americans </li></ul><ul><ul><li>150,000 US bloggers are being paid to blog </li></ul></ul><ul><li>Facebook has 50 million USA users </li></ul><ul><ul><li>18-34 year olds still heaviest users </li></ul></ul><ul><ul><li>Women 55+ segment showing largest growth </li></ul></ul>
  7. 7. Social Media is Part of Your Communications Strategy <ul><li>Social Media is part of your Communications Strategy that facilitates interaction. Some requirements are </li></ul><ul><ul><li>Needs to fit with business strategy </li></ul></ul><ul><ul><li>Some tools work better with certain strategies than others </li></ul></ul><ul><ul><li>Ongoing commitment to use effectively </li></ul></ul><ul><ul><li>Aligning your products/services with your target segment </li></ul></ul><ul><li>Metrics can be put in place to measure effectiveness of use </li></ul>
  8. 8. Myths and Misinformation <ul><li>Social Media is for Kids </li></ul><ul><li>Why would I want to know what people have for breakfast? </li></ul><ul><li>LinkedIn is for job seekers </li></ul><ul><li>Blogs need to be polished </li></ul><ul><li>I can’t use social media unless I have all day to spend on it </li></ul><ul><li>Social Media is a fad </li></ul><ul><li>Social Media is free </li></ul>
  9. 9. Conclusions <ul><li>The way we communicate is changing and will continue to change </li></ul><ul><li>Web 2.0 tools do NOT take the place of face to face interactions </li></ul><ul><li>Social Media is a means to an end, not an end </li></ul><ul><li>Social Media is just one tactic supporting a defined strategy, and strongest as part of an integrated plan </li></ul><ul><li>Social Media requires a commitment by the organization to use properly, appropriately, and strategically </li></ul><ul><li>Metrics can be put in place to measure effectiveness of use </li></ul><ul><ul><li>May not be the traditional metrics used </li></ul></ul>
  10. 10. Program Panelists <ul><ul><li>Sue Ginsburg </li></ul></ul><ul><ul><li>Panel Facilitator </li></ul></ul><ul><ul><li>Sue helps businesses increase their 3 R's: Revenues, Retention, and Relationships, by creating a strategy and integrated marketing plan using tactics—social media and others-- that drive results. Sue also facilitates business growth by creating actionable business development plans   to meet your business goals. Sue's blend of big company and entrepreneurial background allow her to apply ‘best practices' to medium and small businesses in a cost effective way.  Primary niches for GrowthLynxTM LLC are professional service providers-legal, financial, banks, etc.- and technology companies.  Sue has been an active member of the Minneapolis Chamber of Commerce for 4 years. </li></ul></ul><ul><ul><li>Email: [email_address] </li></ul></ul><ul><ul><li>Twitter: @sueggg </li></ul></ul><ul><ul><li>LinkedIn: http://www.linkedin.com/in/sueginsburgminneapolis </li></ul></ul>
  11. 11. Program Panelists <ul><ul><li>Judy Zimmer </li></ul></ul><ul><ul><li>Representing &quot;LinkedIn&quot; on the Panel </li></ul></ul><ul><ul><li>Judy Zimmer is a credentialed business coach and professional speaker.  Judy works for SALO, the premiere consulting and direct hire firm for finance, accounting and human resources professionals and owns her own coaching practice.  She provides coaching to professionals on job search strategies, branding and marketing for individuals, and LinkedIn strategies that drive revenue.  Judy is passionate about sharing LinkedIn tips and techniques to individuals and companies.  Since 2008, she has given over 40 presentations on LinkedIn and its benefits.  </li></ul></ul><ul><ul><li>Email: [email_address] </li></ul></ul><ul><ul><li>Twitter: @judyzimmer </li></ul></ul><ul><ul><li>LinkedIn: http://www.LinkedIn.com/in/judyzimmer </li></ul></ul>
  12. 12. Program Panelists <ul><ul><li>John Schneider </li></ul></ul><ul><ul><li>Representing &quot;Twitter&quot; on the Panel </li></ul></ul><ul><ul><li>My 20 or so years as a marketer and strategist can be summed up by one consistent theme: I’m relentlessly focused on creating, managing, and supporting effective marketing strategy for organizations and clients. I do this by deeply understanding their strategic goals, and how we can effectively put in place the best means, methods, and teams to achieve successful outcomes. I’ve led initiatives for a diverse roster of clients in technology, health care, consumer products, manufacturing, hospitality, telecommunications, med tech, and financial services. I’ve spoken at conferences about the evolution of marketing and the opportunities presented by the changing media environment, and served on the board of Minnesota Interactive Marketing Association (MIMA), and as an adjunct faculty member at the Minneapolis College of Art and Design (MCAD). I’m deeply passionate, and probably to a fault, about all of this. As Chief Marketing Officer at Gabriel deGrood Bendt , a Minneapolis based marketing, advertising and brand strategy agency, a large part of my role is working with all of our clients (and internal staff) to make sure we’re doing all we can to take advantage of new thinking and bring to bear all the tools available, from traditional to interactive to social media in support of our clients’ goals. </li></ul></ul><ul><ul><li>Twitter: @johnfschneider </li></ul></ul><ul><ul><li>LinkedIn: http://linkedin.com/in/johnfschneider </li></ul></ul><ul><ul><li>Blog: http://schneiderism.com </li></ul></ul>
  13. 13. Minneapolis Chamber of Commerce Program Panelists <ul><ul><li>Grace Post </li></ul></ul><ul><ul><li>Representing &quot;Blogging&quot; on the Panel </li></ul></ul><ul><ul><li>Grace is a marketing strategy consultant who provides insights into attitudes about products and companies that revolutionize marketing strategy. Her expertise is to extract, analyze and synthesize these insights directly from customers using traditional media, social media, any quantitative and qualitative marketing research methodologies as well as internal and external sources. Her passion is to show clients how to deploy emerging media for marketing purposes, to engage one-on-one dialog with their customers, and to listen to the voice of customers. She delivers epiphanies to corporate executives on a regular basis. </li></ul></ul><ul><ul><li>Email: [email_address] </li></ul></ul>