Putting Social Media To Work For Your Business


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Putting Social Media To Work For Your Business

  1. 1. Putting Social Media to Work for Your Business How Connecting with Customers Online Can Help you Grow Anthony Juliano AAF 6th District Fall Conference October 2, 2009
  2. 4. Social media is for real and it’s changing communication—and your business
  3. 5. Three Hard Truths
  4. 6. Social media isn’t a magic bullet
  5. 7. It’s easy to get distracted
  6. 8. Advertising is easier* *But less effective in the long run
  7. 9. Highest ROI <ul><li>Word of mouth/referral </li></ul><ul><li>Direct sales </li></ul><ul><li>One-to-one/events </li></ul><ul><li>Public relations </li></ul><ul><li>Advertising </li></ul><ul><li>Word of mouth/referral </li></ul><ul><li>Direct sales </li></ul><ul><li>One-to-one/events </li></ul><ul><li>Public relations </li></ul><ul><li>Advertising </li></ul>Most dependent on relationships Promotion - Tactics
  8. 10. Effective use of social media Better relationships Better word of mouth
  9. 11. “ Marketers don’t understand channels where you have to talk and listen at the same time... The marketing industry’s idea of two-way communication is to put an 800 number or a web address in an ad and take orders.”  --Josh Bernoff, “Why marketers have trouble with full-duplex social technology,” June 30, 2009
  10. 12. Case Studies and Ideas
  11. 13. The Big 4
  12. 14. Facebook <ul><li>Best for: </li></ul><ul><ul><li>Building relationships with a group of “fans” </li></ul></ul><ul><li>Pitfalls: </li></ul><ul><ul><li>When “fan” group is very large, it’s hard to manage relationships with individuals </li></ul></ul><ul><ul><li>The primary brand is Facebook </li></ul></ul>
  13. 16. Vanity URL
  14. 17. Frequent updates
  15. 18. Fun, interesting content
  16. 19. Incorporates video/blog postings
  17. 20. The result
  18. 21. Twitter <ul><li>Best for: </li></ul><ul><ul><li>Listening to customers </li></ul></ul><ul><ul><li>Short-shelf-life information </li></ul></ul><ul><li>Pitfalls: </li></ul><ul><ul><li>Tweets are here today, gone tomorrow </li></ul></ul><ul><ul><li>Labor intensive </li></ul></ul>
  19. 23. Claimed their territory
  20. 24. Frequent tweets
  21. 25. “ Play with customers”
  22. 26. Exclusive/time-sensitive promos
  23. 27. The result
  24. 28. The result
  25. 29. YouTube <ul><li>Best for: </li></ul><ul><ul><li>Demonstration </li></ul></ul><ul><ul><li>User generated content </li></ul></ul><ul><li>Pitfalls: </li></ul><ul><ul><li>User generated content will not always be favorable </li></ul></ul>
  26. 31. Branded channel
  27. 32. Helpful content
  28. 33. Fun, engaging contests
  29. 34. The result
  30. 35. LinkedIn <ul><li>Best for: </li></ul><ul><ul><li>Professional services providers </li></ul></ul><ul><ul><li>Career advancement </li></ul></ul><ul><li>Pitfalls: </li></ul><ul><ul><li>A little boring </li></ul></ul>
  31. 36. “ I don’t know that I would have been aware of the opportunity if it hadn’t been for LinkedIn” --Stephen Hassett, VP New Ventures
  32. 37. Think beyond the Big 4
  33. 38. Photo sharing Blogs Discussion groups Niche networks Intranets and wikis RSS Feeds Social news sites Virtual worlds Social gaming
  34. 39. Photo sharing sites
  35. 41. Who could promote their business via Flickr? <ul><li>Photographers </li></ul><ul><li>Personal trainers </li></ul><ul><li>Auto dealers </li></ul><ul><li>Antique dealers </li></ul><ul><li>Jewelers </li></ul><ul><li>Hairstylists </li></ul><ul><li>Painters </li></ul>
  36. 42. Blogs
  37. 44. What Dell does well on its blog <ul><li>Frequent posts </li></ul><ul><li>Conversational voice </li></ul><ul><li>Break news </li></ul><ul><li>Listen and respond to customers </li></ul><ul><li>Incorporate video </li></ul><ul><li>The result: an engaged audience that has a reason to think about the brand every time Dell posts </li></ul>
  38. 45. Discussion Groups
  39. 47. What Ivy Tech does well with its discussion group <ul><li>Easy to find </li></ul><ul><li>Responds quickly </li></ul><ul><li>Filters spam but allows dissent </li></ul><ul><li>Connects posters to peers </li></ul><ul><li>The result: efficiencies, thousands of questions answered and students satisfied </li></ul>
  40. 48. Niche social networking sites
  41. 50. What AARP does well on its niche network <ul><li>Builds its brand </li></ul><ul><li>Removes barriers for its target audience </li></ul><ul><li>Replicates best of the megasites, but cuts the clutter </li></ul><ul><li>Subgroups </li></ul><ul><li>The result: gives AARP another “hook” with members </li></ul>
  42. 52. Internal social networks and wikis
  43. 54. What’s possible on an internal social network/wiki? <ul><li>Build camaraderie </li></ul><ul><li>Harness collective intelligence </li></ul><ul><li>Improve productivity and downtime </li></ul><ul><li>Monitor morale </li></ul><ul><li>Recruitment </li></ul><ul><li>Education </li></ul><ul><li>Mass communication </li></ul>
  44. 55. RSS Feeds
  45. 56. Social news sites
  46. 58. Social news sites <ul><li>Allow users to share stories, articles, media </li></ul><ul><li>Users rank quality of content, which influences placement </li></ul><ul><li>A great way to attract attention, traffic, and links </li></ul><ul><li>The result: helps you promote your news to a wider audience </li></ul>
  47. 59. Virtual worlds and social gaming
  48. 63. Ten Ways to Use Social Networking to Grow Your Business
  49. 64. Ten Ways to Use Social Networking to Grow Your Business <ul><li>1. Actively promote yourself/ your business, but… </li></ul>
  50. 65. Ten Ways to Use Social Networking to Grow Your Business <ul><li>2. Share advice, expertise, and your interests/activities more often than you actively sell/promote </li></ul>
  51. 66. “ Real estate agents are finding… that the best connections are made when they put themselves out there first, rather than just their listings. That makes sense and benefits consumers, who can get a head start on finding an agent whose personality meshes with their own. It’s easier to make the single biggest investment of your lifetime if you like the person helping you make that decision.” --“Realtors all a-twitter over social media’s possibilities,” Chicago Tribune , Feb. 20, 2009
  52. 67. Ten Ways to Use Social Networking to Grow Your Business <ul><li>3. Start a blog </li></ul>
  53. 68. Ten Ways to Use Social Networking to Grow Your Business <ul><li>4. Visit others’ (relevant) blogs and participate frequently </li></ul>
  54. 69. Ten Ways to Use Social Networking to Grow Your Business <ul><li>5. Launch a YouTube channel, Flickr photostream or a podcast </li></ul>
  55. 70. Ten Ways to Use Social Networking to Grow Your Business <ul><li>6. Create a niche social networking site </li></ul>
  56. 71. Ten Ways to Use Social Networking to Grow Your Business <ul><li>7. Use Twitter to listen to your customers </li></ul>
  57. 72. Ten Ways to Use Social Networking to Grow Your Business <ul><li>8. Connect with others in your industry </li></ul>
  58. 73. Ten Ways to Use Social Networking to Grow Your Business <ul><li>9. Promote your content through social news sites and RSS feeds </li></ul>
  59. 74. Ten Ways to Use Social Networking to Grow Your Business <ul><li>10. Integrate your social media efforts with the rest of your marketing </li></ul>
  60. 75. Getting Started
  61. 76. Getting started <ul><li>Decide whether social networking is right for you </li></ul>Are you willing to put in the time? Does it interest you? Do you want more business? Can you handle more business?
  62. 77. Getting started <ul><li>Stake your claim </li></ul>
  63. 78. Getting started <ul><li>If you’re new to social networking, don’t jump in right away— watch and learn </li></ul>
  64. 79. Getting started <ul><li>Decide what niche you’ll focus on, which tools you’ll use, and how much time you’ll devote to social networking for business </li></ul>
  65. 80. Getting started <ul><li>Decide whether you’ll do it yourself or partner with a consultant/vendor </li></ul>
  66. 81. Getting started <ul><li>Consider establishing personal/organizational policies and protocols </li></ul>
  67. 82. Getting started <ul><li>Decide how you’ll measure ROI </li></ul>
  68. 83. How to get started
  69. 84. Questions?
  70. 85. Thanks! [email_address] (260) 424.3373 If you enjoyed this presentation, please recommend me on
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