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Social Basics
for Independent Professionals
3/18/2014 1
©2014 Filigree Consulting Inc.
All Rights Reserved
3/18/2014
©2013 Filigree Consulting
Proprietary and Confidential
2
To social or not to social?
Should you use Facebook or Twitter or LinkedIn?
Is this really your question?
Perhaps the ques...
Social Maturity?
• Believe it or not – social platforms are still
at an immature state.
– mature in terms of users
– immat...
Do you…
 search for potential customers or buyers (a.k.a
prospecting)?
 ask for recommendations/reviews?
 provide examp...
The POST model
People.
Objectives.
Strategy.
Technologies.
• Source: http://forrester.typepad.com/groundswell/2007/12/the-...
The POST model
• People. What kind of clients and prospects do you
have? How do they behave online? What is their
Social T...
People
• What kind of clients and prospects do
you have?
• What are their Social Technographic
Profile?
– Are they online?...
Objectives
• What are your goals?
• How much and by when?
• How will you measure?
• Do you want to
– Gain/share insights? ...
Strategy
• How do you change your relationship
with customers?
• What do you want to get out of these
relationships?
• Whi...
Technology Last?
3/18/2014 11
©2014 Filigree Consulting Inc.
All Rights Reserved
Social Basics
A little bit of knowledge so that you know enough to be able
to figure out the people, objectives and strate...
Social Media defined
3/18/2014 13
©2014 Filigree Consulting Inc.
All Rights Reserved
Type of social platforms
Social networking sites
Facebook, Google Plus, CafeMom, Gather, Fitsugar,
LinkedIn
Micro-blogging...
Current Insights of Social
• People?
• Objectives?
• Strategy?
Is your business
targeting
prospects by
gender, age,
income...
Current Insights of Social -
Gender
3/18/2014 16
Source: Sept 2013 http://socialmediatoday.com/andykinsey/1707816/social-m...
Google+
As of Oct
2013 it is
the fastest
growing
platform
3/18/2014 17
©2014 Filigree Consulting Inc.
All Rights Reserved
3/18/2014 18
Source: Sept 2013 http://socialmediatoday.com/andykinsey/1707816/social-media-men-vs-women
But don’t let gend...
Demographics vs Behavior
There is a need for balance
3/18/2014 19
©2014 Filigree Consulting Inc.
All Rights Reserved
LinkedIn
3/18/2014 20
©2014 Filigree Consulting Inc.
All Rights Reserved
LinkedIn Premium
accounts
• Paid version offers many benefits for
those that want to prospect.
3/18/2014 21
©2014 Filigree...
YouTube
3/18/2014 22
©2014 Filigree Consulting Inc.
All Rights Reserved
Right platform/content.
• Where, when and how much time?
• Perhaps the social platform you choose is
based on the complexi...
So what now?
1. As best you
can, define your
businesses “social”
demographic.
2. Research their social
behavior.
3. Define...
3/18/2014
©2013 Filigree Consulting
Proprietary and Confidential
25
Some of the information in this deck was leveraged fro...
3/18/2014 26
Sandra May Greefkes, Vice President and Principal Consultant , Filigree Consulting
M: 858.997.7324 | E: sandr...
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Social basics for independent professionals

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Social business basics. Includes definitions and examples, provides insight on specific platforms, asks questions about your business objectives and suggest things you should consider

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  • If you checked any of these boxes, than social business might by right for you.
  • Transcript of "Social basics for independent professionals"

    1. 1. Social Basics for Independent Professionals 3/18/2014 1 ©2014 Filigree Consulting Inc. All Rights Reserved
    2. 2. 3/18/2014 ©2013 Filigree Consulting Proprietary and Confidential 2
    3. 3. To social or not to social? Should you use Facebook or Twitter or LinkedIn? Is this really your question? Perhaps the question you are really trying to answer is… Can social media help me to exceed my business goals and does it make sense to integrate into my business strategy? 3/18/2014 3 Source: Sept 2013 http://socialmediatoday.com/andykinsey/1707816/social-media-men-vs-women ©2014 Filigree Consulting Inc. All Rights Reserved
    4. 4. Social Maturity? • Believe it or not – social platforms are still at an immature state. – mature in terms of users – immature in terms of uses • Demographic of social users 35yrs + remain as an untapped market for prospecting • As they get more comfortable, they will turn to social platforms for needs, wants and referrals Will you be there? 3/18/2014 4 ©2014 Filigree Consulting Inc. All Rights Reserved
    5. 5. Do you…  search for potential customers or buyers (a.k.a prospecting)?  ask for recommendations/reviews?  provide examples of your work?  leverage competitive information?  leverage printed marketing material?  want your clients to refer business to you?  share knowledge with your clients and prospects?  want to know what people think of you, your business or your competitors business?  want to be truly accessible?  want to be easy to contact and refer? 3/18/2014 5 ©2014 Filigree Consulting Inc. All Rights Reserved
    6. 6. The POST model People. Objectives. Strategy. Technologies. • Source: http://forrester.typepad.com/groundswell/2007/12/the-post-method.html 3/18/2014 6 ©2014 Filigree Consulting Inc. All Rights Reserved
    7. 7. The POST model • People. What kind of clients and prospects do you have? How do they behave online? What is their Social Technographic Profile? • Objectives. What are your goals? Are you more interested in listening in order to gain insights? Or do you want to enable your customers to generate more awareness? • Strategy. How do you change your relationship with customers? What do you want to get out of these relationships? Which direction do you want to take and what is the underlying proposition? • Technologies. What applications should you use? How much time should this take? This step reflects the choices you make in the first three steps. Source: http://forrester.typepad.com/groundswell/2007/12/the-post-method.html 3/18/2014 7 ? ©2014 Filigree Consulting Inc. All Rights Reserved
    8. 8. People • What kind of clients and prospects do you have? • What are their Social Technographic Profile? – Are they online? Where and when? – How do they behave online? – How do they research? – How do they refer? 3/18/2014 8 ? ©2014 Filigree Consulting Inc. All Rights Reserved
    9. 9. Objectives • What are your goals? • How much and by when? • How will you measure? • Do you want to – Gain/share insights? Listen? – Sell / promote / educate ? – Enable referrals? – Get/give recommendation/reviews – Generate more awareness – Be where your prospects are – Find out about the competition? – Etc/ 3/18/2014 9 ? ©2014 Filigree Consulting Inc. All Rights Reserved
    10. 10. Strategy • How do you change your relationship with customers? • What do you want to get out of these relationships? • Which direction do you want to take and what is the underlying proposition? 3/18/2014 10 ? ©2014 Filigree Consulting Inc. All Rights Reserved
    11. 11. Technology Last? 3/18/2014 11 ©2014 Filigree Consulting Inc. All Rights Reserved
    12. 12. Social Basics A little bit of knowledge so that you know enough to be able to figure out the people, objectives and strategy pieces. 3/18/2014 ©2013 Filigree Consulting Proprietary and Confidential 12
    13. 13. Social Media defined 3/18/2014 13 ©2014 Filigree Consulting Inc. All Rights Reserved
    14. 14. Type of social platforms Social networking sites Facebook, Google Plus, CafeMom, Gather, Fitsugar, LinkedIn Micro-blogging sites Twitter, Tumblr, Publishing tools WordPress, Blogger, Squarespace. LinkedIn, Slideshare Collaboration tools Wikipedia, WikiTravel, WikiBooks Rating/Review sites Amazon ratings, Angie’s List, Yelp Photo sharing sites Flikr, Instagram, Pinterest Video sharing sites YouTube, Vimeo, Viddler, Vine Q&A Sites Quora Personal broadcasting tools Blog Talk radio, Ustream, Livestream Virtual worlds Second Life, World of Warcraft, Farmville Location based services Check-ins, Facebook Places, Foursquare, Yelp Widgets Profile badges, Like buttons Social bookmarking and news aggregation Digg, Delicious, Technorati, Newsle Group buying Groupon, Living Social, Crowdsavings Crowdsourcing Kickstarter, IndieGoGo, Crowdrise, spot.us 3/18/2014 14 Source: See more at: http://decidedlysocial.com/13-types-of-social-media-platforms-and-counting/#sthash.MCDKI9qN.dpuf and augmented by Sandra Greefkes, Filigree consulting, 2013 ©2014 Filigree Consulting Inc. All Rights Reserved
    15. 15. Current Insights of Social • People? • Objectives? • Strategy? Is your business targeting prospects by gender, age, income or education level? 3/18/2014 15 Source: http://visual.ly/social-media-demographics-who-uses-what-platforms ©2014 Filigree Consulting Inc. All Rights Reserved
    16. 16. Current Insights of Social - Gender 3/18/2014 16 Source: Sept 2013 http://socialmediatoday.com/andykinsey/1707816/social-media-men-vs-women ©2014 Filigree Consulting Inc. All Rights Reserved
    17. 17. Google+ As of Oct 2013 it is the fastest growing platform 3/18/2014 17 ©2014 Filigree Consulting Inc. All Rights Reserved
    18. 18. 3/18/2014 18 Source: Sept 2013 http://socialmediatoday.com/andykinsey/1707816/social-media-men-vs-women But don’t let gender mislead you… ©2014 Filigree Consulting Inc. All Rights Reserved
    19. 19. Demographics vs Behavior There is a need for balance 3/18/2014 19 ©2014 Filigree Consulting Inc. All Rights Reserved
    20. 20. LinkedIn 3/18/2014 20 ©2014 Filigree Consulting Inc. All Rights Reserved
    21. 21. LinkedIn Premium accounts • Paid version offers many benefits for those that want to prospect. 3/18/2014 21 ©2014 Filigree Consulting Inc. All Rights Reserved
    22. 22. YouTube 3/18/2014 22 ©2014 Filigree Consulting Inc. All Rights Reserved
    23. 23. Right platform/content. • Where, when and how much time? • Perhaps the social platform you choose is based on the complexity or potential level engagement of your content? • Perhaps you “optimize” your content for the platform. 3/18/2014 23 Source: Sept 2013 http://socialmediatoday.com/andykinsey/1707816/social-media-men-vs-women ©2014 Filigree Consulting Inc. All Rights Reserved
    24. 24. So what now? 1. As best you can, define your businesses “social” demographic. 2. Research their social behavior. 3. Define your goals, objectives, str ategies 4. Pick / prioritize the social platform 5. Execute 6. Measure 7. Refine 3/18/2014 24 ©2014 Filigree Consulting Inc. All Rights Reserved
    25. 25. 3/18/2014 ©2013 Filigree Consulting Proprietary and Confidential 25 Some of the information in this deck was leveraged from a slide share deck authored by Jessica Stahl http://www.slideshare.net/JessicaStahl/making-twitter-your-newswire References
    26. 26. 3/18/2014 26 Sandra May Greefkes, Vice President and Principal Consultant , Filigree Consulting M: 858.997.7324 | E: sandra@filigreeconsulting.com follow us on most social sites @filigreesocial Your referrals are the greatest testimonial we could receive and critical to our business. Thank you for passing my contact information forward to your trusted network. ©2014 Filigree Consulting Inc. All Rights Reserved Please contact me if you or someone you know would benefit from: • social business coaching • social business strategy • Social business implementation
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