Social Media Webinar for Win Without Pitching - Nov 09
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Social Media Webinar for Win Without Pitching - Nov 09

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This is the intro to social media webinar I gave as part of the Win Without Pitching series with Blair Enns

This is the intro to social media webinar I gave as part of the Win Without Pitching series with Blair Enns

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  • 1. Adding Social Media To The Mix
  • 2. Quick intro to Red Cube Comms agency integrating traditional and new media Services span marketing, pr and social media Working with design and architecture businesses
  • 3. Introduction
  • 4. There’s been a big change in behaviour
  • 5. People have more control over what they read, watch, digest ...
  • 6. ... and connect where and when they want
  • 7. Business and personal lives are interlinked
  • 8. People are less trusting of marketing and pr ...
  • 9. ... and rely more on the recommendations of others
  • 10. People have more power and social media has helped them get it
  • 11. What is Social Media ?
  • 12. It’s a fundamental shift from traditional marketing methods ...
  • 13. ... of ‘speaking at’ your audience ...
  • 14. ... to speaking with them
  • 15. It allows you to engage with people ...
  • 16. ... and allows them to engage with you ...
  • 17. ... which encourages participation ...
  • 18. ... and creates community ...
  • 19. ... who turn into brand advocates and create WOM
  • 20. It’s about people having conversations, connecting and engaging online
  • 21. ? How can it help your business
  • 22. Raise awareness and establish credibility ...
  • 23. ... by showing you know what you’re talking about ...
  • 24. ... you can establish yourself as a thought leader ...
  • 25. ... which gets people talking about you positively
  • 26. It can also connect you to key influencers who can help to build your brand
  • 27. Monitor and manage reputation ...
  • 28. ... by finding out what people are saying about your brand online ...
  • 29. ... you can engage with those making positive comments ...
  • 30. ... and respond positively to negative comments
  • 31. You can also monitor what’s being said about your competitors ...
  • 32. ... and clients/ potential clients
  • 33. Monitoring tools also allow you to track trends ...
  • 34. ... and observe what’s being talked about in real time
  • 35. New business generation
  • 36. By establishing your credibility in your specialist area ...
  • 37. ... you can become the ‘go to’ person when people are looking for your service
  • 38. But ...
  • 39. NEVER SELL
  • 40. It’s not a place for selling. It’s a place for connecting and engaging
  • 41. Social media users are a savvy lot ...
  • 42. ... and will see through any crafty selling tactics ...
  • 43. ... which will only damage your brand
  • 44. Grow Communities
  • 45. Communities can be very powerful ...
  • 46. ... as well as being advocates ...
  • 47. ... they are a fantastic source of information ...
  • 48. ... listen to them, learn from what they’re saying ...
  • 49. ... and make the most of crowd sourcing
  • 50. Strengthen your PR activity
  • 51. Any PR strategy should integrate both online and offline ...
  • 52. ... and social media helps by boosting the spread of news ...
  • 53. ... and increasing your reach dramatically ...
  • 54. Greatly improve your search engine optimisation
  • 55. The more links to your site, the higher Google will rank you...
  • 56. ... using social media creates a greater number of links to your site ...
  • 57. ... this is boosted further if you include keywords in your sm strategy ...
  • 58. How do you get started ?
  • 59. Don’t Dive In!!!
  • 60. Make sure you’re ready for it
  • 61. Accept you can’t control the conversation
  • 62. Understand that it’s far more than a simple marketing or pr tool. It’s a new way of communicating
  • 63. Commit to the long term
  • 64. Be prepared for the good and bad
  • 65. Be prepared to listen
  • 66. Allow it to grow organically and be open to wherever it takes you
  • 67. Ensure you have the internal resource to support it
  • 68. Getting started
  • 69. Develop your strategy. What are your objectives? What do you want to achieve? How you will measure it.
  • 70. Find where your audience is and be there
  • 71. Who should be responsible internally? Ensure they understand what’s expected
  • 72. It can be addictive, so decide how much time is acceptable and stick to it
  • 73. Listen and engage with your community. It’s a dialogue, not a monologue
  • 74. Encourage sharing ... this is what helps build your community and increase awareness
  • 75. Be real and authentic ... people connect with people so let your brand personality shine through
  • 76. Social media isn’t a quick fix. It’s a marathon not a sprint
  • 77. The Tools
  • 78. Social Widgets Networking Chat Rooms Blogging Micro Forums Social Media Platforms Blogging Podcasts RSS Photo Sharing Video Sharing
  • 79. Social Widgets Networking Chat Rooms Blogging Micro Forums Social Media Platforms Blogging Podcasts RSS Photo Sharing Video Sharing
  • 80. over 50 million members in over 200 countries and territories around the world
  • 81. A new member joins Linked In approximately every second
  • 82. Executives from all Fortune 500 companies are Linked In members
  • 83. Many employers use Linked In as their primary recruitment tool
  • 84. What can you use it for? Connect and engage with professionals Notify contacts of news, blog posts etc Increase traffic to your website Crowd source by asking questions of your network Connect with like minded people through Linked In Groups Showcase presentations and you blog Run polls
  • 85. Create a detailed profile with an interesting headline. You want to capture interest, so be interesting. Keep it active by regularly updating the status
  • 86. Write the profile in the first person and capture your personality. You want people to connect with YOU
  • 87. Also create a company profile to provide more detail on your business and use the personal profile to focus on you
  • 88. Linked In is fully searchable, so optimise the profile with keywords
  • 89. Use the same avatar that you use on all other profiles for personal brand consistency
  • 90. Don’t underestimate the power of a recommendation. Encourage those you’ve worked with to recommend you and recommend others
  • 91. Add your website and blog URLs to improve traffic and link everything up
  • 92. Join groups, the more the better. Join in with relevant conversations where you can add value
  • 93. Once you’re accepted, grow your network by connecting with other group members
  • 94. Gain credibility and influence by starting your own group in your specialist area. This is also a great way to connect to new people within that niche
  • 95. Decide on your Linked In ‘connecting’ strategy. Do you want to accept every request or only connect with people you have already met?
  • 96. Make the most of the ‘ask and answer a question’ feature. The more you answer, the more likely your answer will be marked ‘the best’ and appear in your networks streams
  • 97. Use applications: books you’ve read, blogs, slideshare, box.net, company buzz, travel details. All help to enrich the content
  • 98. More than 300 million active users
  • 99. 50% of active users log onto Facebook every day
  • 100. The fastest growing demographic is 35 years and older
  • 101. If Facebook were a country it would be the 8th most populated place in the world, just ahead of Japan
  • 102. Powerful business to consumer communication tool, but there have been some good results in business to business
  • 103. What can you use it for? Find people that share your business interest Network, connect and pose questions in your ‘status’ field to start a dialogue Create a Facebook ‘page’ for your company and encourage people to be come brand advocates through the ‘fan’ feature Start a group around a particular interest Make the most of the applications Link with your blog and website to increase traffic Run polls
  • 104. Facebook is a powerful business to consumer communication tool, but there have been some good results in business to business
  • 105. Use the same profile picture as other profiles and add your professional info in the first person. Forget the business speak and ‘write as you talk’
  • 106. Think about how public you want the profile to be. Do you want it to be read by those outside of Facebook? Make sure you’re comfortable with your privacy settings
  • 107. Find new connections by searching for company profile pages and adding relevant people ...
  • 108. ... search for groups and invite relevant people ...
  • 109. ... review friends lists and invite people to connect
  • 110. But, remember quality not quantity. A good experience is dependent on the quality of people in your network
  • 111. As well as having a personal profile page, create a company profile page to encourage brand advocates
  • 112. Keep profiles updated with news, opinion, links to interesting content, blog posts
  • 113. Integrate your profile with other social media platforms, such as your blog, Twitter etc
  • 114. Control your stream by editing your news feed preferences. Pick the information you want to read
  • 115. There are over 2000 applications and this list is growing. Only use professional apps that will add value to you and your network
  • 116. Join groups related to your business and join the conversation
  • 117. The growth rate of Twitter users from January to February 2009: 1382%
  • 118. The average number of tweets per day: 3,000,000
  • 119. A powerful networking tool that allows you to engage with influencers and people in your network in real time
  • 120. What can you use it for? Connect with relevant people Build brand awareness Brand reputation management New business generation News distribution Polls Customer support Specific product/service launch campaigns Powerful search tools Research though crowd sourcing
  • 121. Use the same picture as on other profiles and write a good profile that succinctly captures your personality and professional description. Add your website
  • 122. Upload a branded background that gives more detail and contact details
  • 123. To find people to connect with, use the various search tools available. Update regularly and make the most of Twitter Lists, Follow Friday and recommendations
  • 124. What to tweet? Links to interesting content relevant to your specialism
  • 125. Your opinion and advice on industry topics, events, news
  • 126. Links to advice and tips, either on your own blog or others. Don’t be afraid to link to competitors
  • 127. Links to PR coverage, both news or opinion pieces
  • 128. Ask questions and respond to others ... remember it’s a conversation
  • 129. Retweet (RT) other posts of interest
  • 130. Try to tweet a few times a day and check regularly to keep up with conversations. Use apps to schedule tweets to save time and spread messaging
  • 131. Blogs
  • 132. Great example of communication being about a dialogue, not a monologue
  • 133. Helps to establish you as an industry influencer and thought leader
  • 134. Allows you to share news, opinion and advice with your community and allows them to engage with you
  • 135. RSS and email allows subscribers to the blog to receive updates as they happen
  • 136. To sum it all up then
  • 137. Social media has brought about a fundamental shift in how we communicate and it’s here to stay
  • 138. Many influencers and people you want to connect with are using it ...
  • 139. ... and if you’re not engaging with them, others will
  • 140. You might want to get onboard
  • 141. There are links to a few useful Twitter tools at the end of the presentation. Email me for a copy
  • 142. Gemma Went Red Cube Marketing 020 7993 4998 gemma@redcubemarketing.com redcubemarketing.com twitter.com/gemmawent linkedin.com/in/gemmawent facebook.com/gemmawent
  • 143. Credits Imagery from www.sxc.hu Facts, stats and info (with thanks) from: Marta Kaga, Time Magazine, Universal McCann Nielsen Global Faces & Networked Places, 2009 Mark Zuckerberg, January 7, 2009 Neville Hobson, October 2009
  • 144. References A few Twitter search tools TweepSearch great flexibility in terms of search and sort TweetStats also good for this Twitterrel focused tweet search to find people talking about related topics Twits like Me Find people like you Twellow A Twitter directory sorted by occupation Just Tweet It A twitter directory sorted by interest Twubble Find people who are compatible with your interests. Twittie Me Search for similar users and advertise your twitter page Twitdir Search for words in usernames, locations or descriptions WeFollow Another directory that organises people by hashtags Tweepsearch A new tool that searches keywords in biogs, useful
  • 145. References Twitter directories to add your profile Twellow  We Follow Just Tweet It Mr Tweet TweetFind TwitterLinkUp Twitr
  • 146. References Twitter clients Tweetdeck is our favourite. You can also use it on the iPhone. You can also post to Facebook and Myspace. Seesmic twhirl twitterfeed Mobile clients iPhone Tweetdeck Twitterfon Tweetie Blackberry TinyTwitter Twitterberry UberTwitter
  • 147. References Tweet scheduling tools Tweetlater Hootsuite Monitoring tools Google analytics Google and Yahoo alerts bit.ly Tweetdeck (set up search columns) Trackur Buzz Stream Meltwater Cymfony Digg, Technorati, Delicious & Reddit Wiki containing a few others