Diluting the
                                          Social Media Snake Oil




©2010 Allinio LLC – All rights reserved
...
You run a business.


 You and your team
 have worked very
 hard to bring in
 each and every
 dollar, before there
 was “s...
You’ve always followed the rules.


                                          And your nose has
                          ...
Then the Internet came along.


                                          Some businesses
                                ...
Some things changed,
                                            some things didn’t
 And businesses
 realized that
 althou...
With time, a lot of things simply fell
under the umbrella of Marketing.




                                          Whet...
And now
  there’s                                 “Social
something                                  Media.”
  called




...
And some people say
                                          the rules have changed.

They’re called
social media
experts...
Many people are in awe of them.

                                          However, goatees,
                             ...
Actually, the basic rules
                                          haven’t really changed.

                             ...
It’s the TOOLS and TECHNIQUES
                 that have changed.




                                          Some might...
You probably need to use these
      new TOOLS and TECHNIQUES.




                                          Whether you l...
Because the
conversations
  about you
    go on
with or without
      you



 ©2010 Allinio LLC – All rights reserved
    ...
All this social media stuff may seem
to be too much to soak in at once


                                           But we...
Things to do with social media
               Stratagem                       Track                  Create               ...
But first you must determine:
 • Where does your audience go online?
 • What do they do online?
 • What sources and/or ind...
Platforms to think about

  Your business should at
  least explore and
  monitor the relevant
  conversations occurring
 ...
The Holy Trinity of Social Media




©2010 Allinio LLC – All rights reserved
                                             ...
Facebook – what it is…
 • A global social networking website
   operated and privately owned
 • As of June 2010, Facebook ...
Facebook starter hints
 • Read the Facebook rules regarding
   business accounts.
 • Get a vanity URL so people can find
 ...
Facebook starter hints
 • Suggest Friends to clients & colleagues;
   helping them earns you trust.
 • Post business updat...
Twitter – what it is…
• A free “microblogging” website that
  allows users to post and read messages
  (tweets) of up to 1...
Twitter starter hints
 • Don’t automate your tweets
 • Don’t follow too many at once; build a
   trusting audience slowly....
Twitter starter hints
 • Use 3rd party clients like Tweetdeck
   and Twhirl for easier management.
                       ...
LinkedIn – what it is…
 • A business-oriented social networking
   site that allows users to maintain a list
   of contact...
LinkedIn starter hints
 • Create a company profile and make
   sure that all your employees are
   associated with it.
 • ...
LinkedIn starter hints
 • Write profiles in a client focused way.
 • Review who checks your profiles.
 • Always include li...
Other ways to get traction

There are other
social media tools
that can help
improve your online
traction. We’ve
listed a ...
The Social Media Cherubs




©2010 Allinio LLC – All rights reserved
                                                     ...
Blogging & Conversation Tools
 • Create a blogroll of your clients and
   their companies
 • Get guest blogs from your “ec...
Wikis & Collaboration Tools
 • Define your company
 • Add to industry knowledge
 • Work on projects with external teams


...
Document Tools

 • Share your presentations (Allinio does)
 • Create boilerplate of use to customer




©2010 Allinio LLC ...
Bookmarking/Crowdsource Tools
• Let people review/rate your content
• Promote your customers’ content
• Aggregate content ...
Image Tools
 • Get event pictures up quickly
 • Tag people in the pictures
 • Request images from your ecosystem
   and gi...
Video/Audio Tools
 • Think of events as “video opps”
 • Show proper use of your product
 • Consider freelance support for ...
Event Management Tools
 • Host open events at conferences
 • Sponsor groups that create events




©2010 Allinio LLC – All...
Location Tools
 • Let your customers compete for
   prizes/discounts by frequently visiting
   your premises
 • Know/be wh...
Virtual World Tools
 • Hold meetings & training
 • Help visualize complex data sets




©2010 Allinio LLC – All rights res...
Don’t Forget Mobile

 More and more
 people are mobile
 and social media
 helps you engage
 with them on the
 “Third Scree...
Don’t let all this stress you out.




After all, this is just an overview. We know
that you don’t have the time for us to...
Use social media only if you’re
               willing to set goals & measure




                                        ...
Read this book first

                                             If we had to add a book to
                            ...
Allinio can help you avoid taking
  bad social media “medicine.”




©2010 Allinio LLC – All rights reserved
             ...
About Allinio
 Allinio is a professional services firm
 specializing in marketing automation
 consulting and implementatio...
Data Driven Revenue                  TM




                                           www.allinio.com
               Twee...
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Diluting the Social Media Snake Oil - An Allinio Presentation

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This presentation is for business leaders old enough to remember life before the Internet and was created by a fellow professional who remembers the same and appreciates the fact that you haven’t had much time to sort through all the “snake oil” that’s out there in order to find what really works for your organization.

Joseph Zuccaro (@joezuc), President of marketing automation professional services firm Allinio (http://allinio.com) (@allinio), helps you cut tot he chase and learn some fundamental nuggets of information about some of the leading social media tools that add to the complexity of marketing decisions you are facing. By no means is this an encyclopedia; it is merely an introduction that will help you make that step into being a social media savvy organization.

Joseph Zuccaro is President and Founder of Allinio, a marketing automation consultancy.

http://www.allinio.com

Published in: Business, News & Politics
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  • This presentation is for business leaders old enough to remember life before the Internet and was created by a fellow professional who remembers the same and appreciates the fact that you haven’t had much time to sort through all the “snake oil” that’s out there in order to find what really works for your organization.

    Joseph Zuccaro (@joezuc), President of Marketing Automation professional services provider Allinio (http://www.allinio.com) (@allinio), helps you cut to the chase and learn some fundamental nuggets of information about some of the leading social media tools that add to the complexity of marketing decisions you are facing. By no means is this an encyclopedia; it is merely an introduction that will help you make that step into being a social media savvy organization.
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
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Diluting the Social Media Snake Oil - An Allinio Presentation

  1. 1. Diluting the Social Media Snake Oil ©2010 Allinio LLC – All rights reserved allinio
  2. 2. You run a business. You and your team have worked very hard to bring in each and every dollar, before there was “social media.” ©2010 Allinio LLC – All rights reserved allinio
  3. 3. You’ve always followed the rules. And your nose has been kept close to the proverbial grindstone, before there was ever “social media.” ©2010 Allinio LLC – All rights reserved allinio
  4. 4. Then the Internet came along. Some businesses worried that it was just another inconvenient expense with no real impact on ROI and/or sales. ©2010 Allinio LLC – All rights reserved allinio
  5. 5. Some things changed, some things didn’t And businesses realized that although some things were extremely inconvenient, overall the Internet was good for business and here to stay. ©2010 Allinio LLC – All rights reserved allinio
  6. 6. With time, a lot of things simply fell under the umbrella of Marketing. Whether Marketing was prepared for it or not. ©2010 Allinio LLC – All rights reserved allinio
  7. 7. And now there’s “Social something Media.” called ©2010 Allinio LLC – All rights reserved allinio
  8. 8. And some people say the rules have changed. They’re called social media experts… or gurus… or rockstars… or whatever… ©2010 Allinio LLC – All rights reserved allinio
  9. 9. Many people are in awe of them. However, goatees, tattoos, and the latest iDoodad do not a Marketer make… Some are just selling snake oil at the expense of your business. ©2010 Allinio LLC – All rights reserved allinio
  10. 10. Actually, the basic rules haven’t really changed. LISTEN to your customers. Customers want their NEEDS filled. Trust builds relationships. etc… Right? allinio The Ten Commandments - Paramount Pictures ©2010 Allinio LLC – All rights reserved
  11. 11. It’s the TOOLS and TECHNIQUES that have changed. Some might say the SPEED too. ©2010 Allinio LLC – All rights reserved allinio
  12. 12. You probably need to use these new TOOLS and TECHNIQUES. Whether you like it or not ©2010 Allinio LLC – All rights reserved allinio
  13. 13. Because the conversations about you go on with or without you ©2010 Allinio LLC – All rights reserved allinio
  14. 14. All this social media stuff may seem to be too much to soak in at once But we’ll help. Here, grab the end of this and stick it in your mouth. ©2010 Allinio LLC – All rights reserved allinio
  15. 15. Things to do with social media Stratagem Track Create Connect Customer Existing customers Audience relevant Q&A, responses, Relations & Support & prospects content offer suggestions Your brand, products, Resources, updates, Q&A, responses, Crisis Management & related matters clarifications acknowledgement Reputation Thought leaders, Thought leadership Q&A, responses, Management groups, media pieces, viewpoints acknowledgement Attendees, Event info, updates, Set up special events, Event Coverage media/bloggers coverage RT comments Product Promotion Customers, prospects, Links to more info, Q&A, comment & Sales competitors discounts response Advocacy groups, Though leadership Get them involved, Issue Advocacy leaders, media pieces, resources thank for support Existing customers Share results, Resarch & Innovation Surveys & Questions & prospects announce changes Professional groups, Announce employee Recruiting Job announcements competitors accomplishments ©2010 Allinio LLC – All rights reserved allinio
  16. 16. But first you must determine: • Where does your audience go online? • What do they do online? • What sources and/or individuals does your audience rely on for facts/news? • Who in turn does your audience influence? • How does this audience use social tools in the context of your brand, products, competitors or industry? ©2010 Allinio LLC – All rights reserved allinio
  17. 17. Platforms to think about Your business should at least explore and monitor the relevant conversations occurring upon these popular platforms. We call the biggest three… ©2010 Allinio LLC – All rights reserved allinio
  18. 18. The Holy Trinity of Social Media ©2010 Allinio LLC – All rights reserved allinio
  19. 19. Facebook – what it is… • A global social networking website operated and privately owned • As of June 2010, Facebook has ≈400M registered users. • ≈100M active users access Facebook through their mobile devices. • 57% of users are 35+ • Average user has ≈130 “friends” Sources: Facebook, Mashable, Google Ad Planner ©2010 Allinio LLC – All rights reserved allinio
  20. 20. Facebook starter hints • Read the Facebook rules regarding business accounts. • Get a vanity URL so people can find you easily. • Use the “About” text box and “Info” tab to place keyword-dense text and links near the top of your Page • Join network, industry and alumni groups related to your business. ©2010 Allinio LLC – All rights reserved allinio
  21. 21. Facebook starter hints • Suggest Friends to clients & colleagues; helping them earns you trust. • Post business updates on your wall. • Keep your personal account private and separate. • Show well captioned pictures of your product use or events you have participated in. ©2010 Allinio LLC – All rights reserved allinio
  22. 22. Twitter – what it is… • A free “microblogging” website that allows users to post and read messages (tweets) of up to 140 characters. • As of June 2010, Twitter has ≈100M registered users. • ≈37M active users access Twitter through their mobile devices. • 52% of users are 35+ • Average user has ≈125 “followers” Sources: Twitter, HubSpot, Google Ad Planner ©2010 Allinio LLC – All rights reserved allinio
  23. 23. Twitter starter hints • Don’t automate your tweets • Don’t follow too many at once; build a trusting audience slowly. • Follow relevant orgs and people • Create lists that are useful for others • Respond to mentions • Listen for your brand/relevant keywords • Don’t hard sell; offer information ©2010 Allinio LLC – All rights reserved allinio
  24. 24. Twitter starter hints • Use 3rd party clients like Tweetdeck and Twhirl for easier management. • Use 3rd party clients like Tweetdeck or Twhirl for easier management. • Have at least one Twitterer if you can ©2010 Allinio LLC – All rights reserved allinio
  25. 25. LinkedIn – what it is… • A business-oriented social networking site that allows users to maintain a list of contact details of people they know and trust in business. • As of June 2010, LinkedIn has ≈60M registered users. • 73% of users are 35+ • Average user has ≈250 “connections” Sources: LinkedIn, Allinio, Google Ad Planner ©2010 Allinio LLC – All rights reserved allinio
  26. 26. LinkedIn starter hints • Create a company profile and make sure that all your employees are associated with it. • Add applications to connect your company blog and/or SlideShare accounts, if you have them. • Make sure each employee explains their current duties with a consistent message about your company. ©2010 Allinio LLC – All rights reserved allinio
  27. 27. LinkedIn starter hints • Write profiles in a client focused way. • Review who checks your profiles. • Always include links to relevant parts of your website with new postings. • Focus on building a core connection network of trusted people. • Frequently have status updates and watch/acknowledge others. • Use same keywords you use on your site. ©2010 Allinio LLC – All rights reserved allinio
  28. 28. Other ways to get traction There are other social media tools that can help improve your online traction. We’ve listed a few with some ideas for you. We call them… ©2010 Allinio LLC – All rights reserved allinio
  29. 29. The Social Media Cherubs ©2010 Allinio LLC – All rights reserved allinio
  30. 30. Blogging & Conversation Tools • Create a blogroll of your clients and their companies • Get guest blogs from your “ecosystem” • ©2010 Allinio LLC – All rights reserved allinio
  31. 31. Wikis & Collaboration Tools • Define your company • Add to industry knowledge • Work on projects with external teams ©2010 Allinio LLC – All rights reserved allinio
  32. 32. Document Tools • Share your presentations (Allinio does) • Create boilerplate of use to customer ©2010 Allinio LLC – All rights reserved allinio
  33. 33. Bookmarking/Crowdsource Tools • Let people review/rate your content • Promote your customers’ content • Aggregate content that is of relevance to them. ©2010 Allinio LLC – All rights reserved allinio
  34. 34. Image Tools • Get event pictures up quickly • Tag people in the pictures • Request images from your ecosystem and give them credit • Upload pictures of your product in use ©2010 Allinio LLC – All rights reserved allinio
  35. 35. Video/Audio Tools • Think of events as “video opps” • Show proper use of your product • Consider freelance support for this ©2010 Allinio LLC – All rights reserved allinio
  36. 36. Event Management Tools • Host open events at conferences • Sponsor groups that create events ©2010 Allinio LLC – All rights reserved allinio
  37. 37. Location Tools • Let your customers compete for prizes/discounts by frequently visiting your premises • Know/be where your customers are ©2010 Allinio LLC – All rights reserved allinio
  38. 38. Virtual World Tools • Hold meetings & training • Help visualize complex data sets ©2010 Allinio LLC – All rights reserved allinio
  39. 39. Don’t Forget Mobile More and more people are mobile and social media helps you engage with them on the “Third Screen.” You must communicate on their terms now. ©2010 Allinio LLC – All rights reserved allinio
  40. 40. Don’t let all this stress you out. After all, this is just an overview. We know that you don’t have the time for us to explain everything right now. But pay attention to the next slide – It’s the most important one in this preso. ©2010 Allinio LLC – All rights reserved allinio
  41. 41. Use social media only if you’re willing to set goals & measure Yes, it’s all hard work, but it can pay off. ©2010 Allinio LLC – All rights reserved allinio
  42. 42. Read this book first If we had to add a book to the fire hose we already gave you, then Jim Sterne’s Social Media Metrics is it. So go ahead and buy it, but remember… ©2010 Allinio LLC – All rights reserved allinio
  43. 43. Allinio can help you avoid taking bad social media “medicine.” ©2010 Allinio LLC – All rights reserved allinio
  44. 44. About Allinio Allinio is a professional services firm specializing in marketing automation consulting and implementation. We help our clients align their marketing and sales department, and leverage web-based technologies to achieve higher ROI out of their marketing and sales efforts and ultimately drive more revenue for their organization. ©2010 Allinio LLC – All rights reserved allinio
  45. 45. Data Driven Revenue TM www.allinio.com Tweet this Presentation Subscribe to the Marketing Consigliere Blog Share this on LinkedIn Follow Joe Zuccaro on Twitter Share this on Facebook Follow Allinio on Twitter Share this via Email Follow the B2B Twitterer Awards on Twitter ©2010 Allinio LLC – All rights reserved allinio

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