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Social Media for Business Social Media for Business Presentation Transcript

  • Social Media for Business
    2010 Workforce and Economic Development Professional Development Conference
    April 29, 2010
    Anthony Juliano
    Jeff Fanter
  • Hello!
  • A few definitions
  • What is Social Networking? Social Media? Web 2.0?
    Interactive
    Dialogue
    User-generated
    Web 2.0
    Social Media
    LinkedIn
    MySpace
    Facebook
    Blogs
    Microblogs
    Photo/vid
    sharing
    Social
    Ntwrkg
  • 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
  • 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
  • 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
  • Social media is for real
    and it’s changing communication—and your business
  • How Social Media is Changing Your Business
  • Customers can easily communicate with each other…
  • …and you can listen in
  • Word of mouth travels much faster than ever before
  • There are an infinite number of messages competing for your audience’s attention
  • What’s the most interesting topic in the world to you?
  • You.
  • Web 2.0 is revolutionizing our expectations
  • “Interruption” advertising is becoming less effective
  • “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
  • Recommended Strategies for WED
  • Members earning > $100K
    Source: Nielsen Claritas study as reported by CNN, Oct. 2009
  • “[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
  • “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
  • Your profile is only the beginning
  • Status updates
    Integrated with Twitter
    Recommendations
    Introductions
    Answers
    Applications (SlideShare, Blog feeds)
    Events
    Groups
    Recruitment
    And much more
    What else can you do on?
  • Benefits of a YouTube Channel
    • Good video is often more compelling than text
    • Great for demonstration, instruction, entertainment
    • You can cross promote
    • Promotes your brand
    • The audience is already there
  • Pitfalls
    • The bar is set very high
    • Requires bandwidth
    • Requires skill and an investment in technology
    • Comments won’t always be friendly
  • Don’t just promote; give to get
  • “The networking that matters is helping people achieve their goals, so that over time, they’ll do the same for you.”
    - Seth Godin
  • Facebook
    Best for:
    Building relationships with a group of “fans”
    Pitfalls:
    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
  • Should YOUR business be on Facebook?
    Yes, if you can deliver…
    • Unique, engaging content
    • Information and education, not advertising
    • 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…
  • 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
  • Blogs
  • What makes a good blog?
    • Frequent posts
    • Specific topic
    • Listening and responding to the audience
    • Incorporating rich content
    The result: top-of-mind awareness, evidence of your expertise, relationship building
  • Niche
    social networks
  • Eight Keys to Social Media Success
  • 1. Make social media a priority—or don’t do it at all
  • 2. Be AUTHENTIC
  • 3. Give to get
  • 4. Carve out a niche
  • 5. Be prepared and willing to adapt as social media changes
  • 6. Don’t try to do everything
  • 7. Have a strategy
  • Marketing strategy
    Social media strategy
    LinkedIn strategy
  • 8. Decide how you’ll measure ROI
  • 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
  • Questions?
  • Thanks!
    Anthony Juliano
    anthonyj@asheragency.com
    Jeff Fanter
    jfanter@ivytech.edu