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