Joining The Conversation

Joining the conversation Using Social Media to Market your Business

‘Your brand is what Google says it is, not what you say your brand is’
Chris Anderson, Wired Magazine Editor

What is web 2.0 (aka the Social Web)?

The Social Web is….
Permission marketing (not interruption-based)
Consumers/Clients chose to learn about you
The 4 Ps: People, Participation, Publishing and Page Rank
Strategies: SEO (Search Engine Optimization), PPC (Pay per Click), Adsense, blogging, social media, content publishing (audio, photos, videos), website development, analytics
A new element in the marketing mix

Goals for the Social Web for businesses
Create connections and build relationships
Establish yourself as an expert , a thought leader or an innovator
Manage your brand online
Grow smarter and faster than your competitors

Tools of the trade

Tools of the trade Monitor Participate Find and share great content Publish www.search.twitter.com

Building your strategy

Building you strategy
Who will you reach?
What will you publish?
How will you measure success?
How do you get started?

1) Who will you reach?
Audiences segments
Customers
Prospects
Social Media (other bloggers, forums participants, social networkers)
Employees
Community members
Suppliers/vendors/affiliates
Buyer personas
What are their aspirations?
What are their problems?
What media do they rely on for answers?
How can you reach them?
What’s important to them?
What words and phrases do they use?
What sort of images and multimedia appeals to them?

2) What will you publish?
Blogs
Press releases
Case studies
E-books
White papers
Photos
Podcasts
Videos

3) How will you measure success?
Inbound links to your site/blog
Site analytics
Visitors
Page views
Bounce rate
Time on site
Referrers

4) Steps to get started
Conduct social media searches of blogs, forums, and social networks relevant to your company and expertise
2) Monitor news , trends , blogs and forums through RSS feeds , Twitter Search and Google alerts
3) Become a part of the community
Read and comment on blogs & forums
Join a variety of social networks
Use social bookmarking sites such as Delicious , Digg or StumbleUpon
4) Create a content marketing strategy and start publishing great multi-media content that’s highly relevant to your audience

In a nutshell…
Use your business profile to form relationships, put a face to your business and start building demand for, and trust in the services or products you offer
Don't be nervous about trying to become an expert blogger
Look at existing conversations that are relevant to your business and start interacting
Don't expect immediate results
Building relationships takes time, but maintaining a presence and regularly updating your contacts on what you're doing, will bear fruit soon enough

In a nutshell… (cont)
Other than making your business visible, use your conversations to explain what makes your service or product unique or what you can offer that your competitors can't
Use this time to get to know your customers and what their needs are
Asking questions can be a good way of assessing how to align your product or fulfil a need
You can use these sites to provide good customer service to existing clients by following up with them and answering questions they may have about your products

Want to know more?

Thanks for listening www.laurenceborel.com

Joining The Conversation

by Laurence Borel on Jul 26, 2009

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Joining The Conversation — Presentation Transcript