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Leveraging social media for business
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Leveraging social media for business



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    Anthony Juliano
    2010 Conference
    May 19, 2010
  • 2. Hi!
  • 3. What this presentation is NOT
  • 4. How Facebook can make you a millionaire
    Tweet your way to the top!
    How to develop an internal social media policy
    Everything you always wanted to know about social media (but were afraid to ask)
  • 5. It’s about
    how social media is changing your business…
  • 6. …and how you can leverage social media in your business
  • 7. A few definitions
  • 8. What is Social Networking? Social Media? Web 2.0?
    Web 2.0
    Social Media
  • 9.
  • 10. What is Social Networking?
    “Social networking is people having conversations online”
    Social networking is your surrogate when you can’t be with your friends/family/customers/ prospects
    Social networking is a glass against the wall
    Social networking gives you permission to speak
    Social networking is your online resume
  • 11. Social Networking - Pros
    Keeps your name in front of prospects/ customers
    Increases traffic to your website
    Helps you build relationships
    Allows you to actively promote services/products for sale
    Makes you “more human”
    Gives you insight into customers’/ prospects’/friends’ lives
  • 12. Social Networking - Cons
    Demands time and attention
    Takes time to build a presence
    Risk of “overselling”
    Blends the personal and the professional
    Must be carefully integrated with your larger marketing strategy
    May give your competitors insight into your business
  • 13. THIS IS A TEST
  • 14. If were
    a country, it would be larger than…
    All of the above
    I’m sorry, but could you repeat the question? I was just updating my status.
  • 15. If were
    a country, it would be larger than…
    D. All of the above
  • 16. Largest countries in the world
    1. People's Republic of China - 1.3 billion
    2. India - 1.3 billion
    Facebook - >400 million reg. members
    3. United States - 307 million
    Russia - 143 million
    Japan - 128 million
    Mexico - 108 million
  • 17. Social media is NOT a trend
  • 18. How Social Media is Changing Your Business
  • 19. Customers can easily communicate with each other…
  • 20. …and you can listen in
  • 21. Word of mouth travels much faster than ever before
  • 22. There are an infinite number of messages competing for your audience’s attention
  • 23. What’s the most interesting topic in the world to you?
  • 24. You.
  • 25. Web 2.0 is revolutionizing our expectations
  • 26. “Interruption” advertising is becoming less effective
  • 27. “You can buy attention (advertising).
    You can beg for attention from the media (public relations).
    You can bug people one at a time to get attention (sales).
    Or you can earn attention by creating something interesting and valuable and then publishing it online for free: a YouTube video, a blog, a research report, photos, a Twitter stream, an ebook, a Facebook page.”
    - David Meerman Scott
  • 28. The Big 4
  • 29. Facebook
    Best for:
    Building relationships with a group of “fans”
    Hard to engage audience unless they’re truly fans
    When “fan” group is very large, it’s hard to manage relationships with individuals
    Used more for personal networking
  • 30. Should YOUR business be on Facebook?
    Yes, if you can deliver…
    • Unique, engaging content
    • 31. Information and education, not advertising
    • 32. An experience that makes fans want to connect with each other
    REMEMBER: on Facebook, you don’t have customers, you have…
  • 33.
  • 34. If you have fans, you may need a Facebook page
    If you just have customers, you may not
    If you have to choose, better to have customers and no Facebook page than have a Facebook page and no customers
  • 35. Twitter
    Best for:
    Listening to customers
    Short-shelf-life information
    Labor intensive
    Tweets are here today, gone tomorrow
  • 36. YouTube
    Best for:
    User generated content
    User generated content will not always be favorable
    The bar is set very high
  • 37. LinkedIn
    Best for:
    Professional services providers
    Career advancement
    Harder to make an emotional connection
  • 38. 80% of companies use social media
    for recruitment
    95% of these companies use LinkedIn
    Source: Erik Qualman, Socialnomics
  • 39. Think beyondthe Big 4
  • 40. Other Social Media Sites/Tools
    Google Buzz
    Location-based sites
    Photo/video/music sharing
    Consumer opinion
  • Social media and your internal audience
  • 48. Boss blog
  • 49. “A CEO or senior manager blog can act as an ongoing ‘town hall meeting.’ The direct, informal nature of blogs appeals to many employees and encourages them to approach their senior team with questions and comments.”
    - SnapComms.com
  • 50. Discussion groups
  • 51. “Cisco…launched an initial discussion forum…to share thoughts and ideas and start threaded conversations, to discuss topics, and to ask questions and get answers from the Cisco community.”
    - “Web 2.0 @ Cisco: The Evolution”
  • 52. Benefits of discussion groups
    • Closed communities
    • 53. Focused conversations
    • 54. Collaboration/camaraderie
    • 55. Leverage collective wisdom
    • 56. Moderated
  • Internal social networks
  • 57.
  • 58. Wikis
  • 59.
  • 60. What’s possible on an internal social network/wiki?
    • Build camaraderie
    • 61. Harness collective intelligence
    • 62. Improve productivity and downtime
    • 63. Monitor morale
    • 64. Recruitment
    • 65. Education
    • 66. Mass communication
  • Eight Keys to Social Media Success
  • 67. 1. Make social media a priority—or don’t do it at all
  • 68. 2. Be AUTHENTIC
  • 69. 3. Give to get
  • 70. 4. Carve out a niche
  • 71. 5. Be prepared and willing to adapt as social media changes
  • 72. 6. Don’t try to do everything
  • 73. 7. Have a strategy
  • 74. Marketing strategy
    Social media strategy
    LinkedIn strategy
  • 75. 8. Decide how you’ll measure ROI
  • 76. What’s your goal?
    More web traffic?
    Increased inquiries/sales?
    Media coverage?
    Fewer support calls/more self service?
    It should NOT be number of fans/friends/followers
  • 77. Questions?
  • 78. Thanks!
    (260) 615.3426
    If you enjoyed this presentation, please recommend me on