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Social Media for Business



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  • 1. Social Media for Business
    2010 Workforce and Economic Development Professional Development Conference
    April 29, 2010
    Anthony Juliano
    Jeff Fanter
  • 2. Hello!
  • 3. A few definitions
  • 4. What is Social Networking? Social Media? Web 2.0?
    Web 2.0
    Social Media
  • 5.
  • 6. 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
  • 7. 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
  • 8. 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
    Social Networking - Cons
  • 9. Social media is for real
    and it’s changing communication—and your business
  • 10. How Social Media is Changing Your Business
  • 11. Customers can easily communicate with each other…
  • 12. …and you can listen in
  • 13. Word of mouth travels much faster than ever before
  • 14. There are an infinite number of messages competing for your audience’s attention
  • 15. What’s the most interesting topic in the world to you?
  • 16. You.
  • 17. Web 2.0 is revolutionizing our expectations
  • 18. “Interruption” advertising is becoming less effective
  • 19. “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
  • 20. Recommended Strategies for WED
  • 21.
  • 22. Members earning > $100K
    Source: Nielsen Claritas study as reported by CNN, Oct. 2009
  • 23. “[B]eing on LinkedIn puts you in the company of people with impressive credentials: The average member is a college-educated 43-year-old making $107,000. More than a quarter are senior executives.”
    - Jessi Hempel, Fortune
  • 24. “LinkedIn is the most powerful social networking site to help you grow your business.  It makes Twitter, Facebook and YouTube seem like social networking sites for kids.”
    • Lewis Howes, Social Media Examiner
  • “LinkedIn is the most powerful social networking site to help you grow your business.  It makes Twitter, Facebook and YouTube seem like social networking sites for kids.”
    • Lewis Howes, Social Media Examiner
  • 25. Your profile is only the beginning
  • 26. Status updates
    Integrated with Twitter
    Applications (SlideShare, Blog feeds)
    And much more
    What else can you do on?
  • 27.
  • 28. Benefits of a YouTube Channel
    • Good video is often more compelling than text
    • 29. Great for demonstration, instruction, entertainment
    • 30. You can cross promote
    • 31. Promotes your brand
    • 32. The audience is already there
  • Pitfalls
    • The bar is set very high
    • 33. Requires bandwidth
    • 34. Requires skill and an investment in technology
    • 35. Comments won’t always be friendly
  • 36. Don’t just promote; give to get
  • 37. “The networking that matters is helping people achieve their goals, so that over time, they’ll do the same for you.”
    - Seth Godin
  • 38.
  • 39. 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
  • 40. Should YOUR business be on Facebook?
    Yes, if you can deliver…
    • Unique, engaging content
    • 41. Information and education, not advertising
    • 42. An experience that makes your audience want to connect with each other
    REMEMBER: on Facebook—even with the recent changes—you don’t have customers, you have…
  • 43.
  • 44. 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
  • 45.
  • 46. Blogs
  • 47.
  • 48. What makes a good blog?
    • Frequent posts
    • 49. Specific topic
    • 50. Listening and responding to the audience
    • 51. Incorporating rich content
    The result: top-of-mind awareness, evidence of your expertise, relationship building
  • 52. Niche
    social networks
  • 53.
  • 54.
  • 55.
  • 56. Eight Keys to Social Media Success
  • 57. 1. Make social media a priority—or don’t do it at all
  • 58. 2. Be AUTHENTIC
  • 59. 3. Give to get
  • 60. 4. Carve out a niche
  • 61. 5. Be prepared and willing to adapt as social media changes
  • 62. 6. Don’t try to do everything
  • 63. 7. Have a strategy
  • 64. Marketing strategy
    Social media strategy
    LinkedIn strategy
  • 65. 8. Decide how you’ll measure ROI
  • 66. 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
  • 67. Questions?
  • 68. Thanks!
    Anthony Juliano
    Jeff Fanter