Adding Social Media To
       The Mix
Quick intro to Red Cube


Comms agency integrating traditional and new media


Services span marketing, pr and social medi...
Introduction
There’s been a big
change in behaviour
People have more control over
what they read, watch, digest ...
... and connect where and when
            they want
Business and personal lives are
          interlinked
People are less trusting of
   marketing and pr ...
... and rely more on the
recommendations of others
People have more power
and social media has helped
them get it
What is
Social
Media
          ?
It’s a
fundamental
    shift from
   traditional
   marketing
  methods ...
... of
‘speaking at’
your
audience ...
... to speaking with them
It allows you to
  engage with
    people ...
... and allows
them to
engage with
you ...
... which
encourages
participation ...
... and creates
community ...
... who turn into brand
 advocates and create
                  WOM
It’s about people having
conversations, connecting
       and engaging online
?
How can it
help your
business
Raise awareness and establish
        credibility ...
... by showing you know what
     you’re talking about ...
... you can establish yourself as a
         thought leader ...
... which gets people talking about
           you positively
It can also connect you to key
influencers who can help to build
            your brand
Monitor and manage
        reputation ...
... by finding out what
people are saying about
     your brand online ...
... you can engage with
  those making positive
           comments ...
... and respond
        positively to
negative comments
You can also monitor
what’s being said about
   your competitors ...
... and clients/
potential clients
Monitoring tools also allow
     you to track trends ...
... and observe what’s being
     talked about in real time
New business generation
By establishing your credibility in
     your specialist area ...
... you can become the ‘go to’
person when people are looking
         for your service
But ...
NEVER SELL
It’s not a place for selling. It’s a
place for connecting and engaging
Social media users are a
       savvy lot ...
... and will see through any crafty
         selling tactics ...
... which will only damage
        your brand
Grow Communities
Communities can be very
    powerful ...
... as well as being advocates ...
... they are a fantastic source of
           information ...
... listen to them, learn from what
           they’re saying ...
... and make the most of crowd
           sourcing
Strengthen your PR activity
Any PR strategy should
integrate both online and
        offline ...
... and social media helps by
boosting the spread of news ...
... and increasing your
 reach dramatically ...
Greatly improve your
search engine optimisation
The more links to your
site, the higher Google
     will rank you...
... using social media
creates a greater number
  of links to your site ...
... this is boosted further if
  you include keywords in
     your sm strategy ...
How do
you get
started
          ?
Don’t
 Dive
  In!!!
Make sure you’re
  ready for it
Accept you can’t control
   the conversation
Understand that it’s far
 more than a simple
marketing or pr tool. It’s
    a new way of
   communicating
Commit to the long term
Be prepared for the good
        and bad
Be prepared to listen
Allow it to grow
organically and be open
to wherever it takes you
Ensure you have the
internal resource to
     support it
Getting started
Develop your
 strategy. What are
   your objectives?
 What do you want
   to achieve? How
you will measure it.
Find where your
audience is and be
             there
Who should be responsible internally?
Ensure they understand what’s expected
It can be
addictive, so
decide how
much time is
acceptable and
stick to it
Listen and engage
     with your
 community. It’s a
  dialogue, not a
    monologue
Encourage sharing ... this is what
helps build your community and
      increase awareness
Be real and authentic ... people
connect with people so let your
brand personality shine through
Social media isn’t a quick fix. It’s a
      marathon not a sprint
The
Tools
Social
                        Widgets
                                       Networking

         Chat Rooms             ...
Social
                        Widgets
                                       Networking

         Chat Rooms             ...
over 50 million members in over
 200 countries and territories
       around the world
A new member joins Linked In
 approximately every second
Executives from all Fortune 500
   companies are Linked In
          members
Many employers use Linked In as
 their primary recruitment tool
What can you use it for?
Connect and engage with professionals
Notify contacts of news, blog posts etc
Increase traffic to ...
Create a detailed profile with an
interesting headline. You want to
     capture interest, so be
  interesting. Keep it act...
Write the profile in the first
   person and capture your
personality. You want people to
      connect with YOU
Also create a company profile to
  provide more detail on your
 business and use the personal
     profile to focus on you
Linked In is fully searchable, so
   optimise the profile with
           keywords
Use the same avatar that you use
on all other profiles for personal
        brand consistency
Don’t underestimate the power of
 a recommendation. Encourage
  those you’ve worked with to
recommend you and recommend
  ...
Add your website and blog URLs
   to improve traffic and link
         everything up
Join groups, the more the better.
      Join in with relevant
 conversations where you can
            add value
Once you’re accepted, grow your
network by connecting with other
        group members
Gain credibility and influence by
starting your own group in your
 specialist area. This is also a
 great way to connect to...
Decide on your Linked In
 ‘connecting’ strategy. Do you
want to accept every request or
 only connect with people you
    ...
Make the most of the ‘ask and
answer a question’ feature. The
more you answer, the more likely
your answer will be marked ...
Use applications: books you’ve
read, blogs, slideshare, box.net,
company buzz, travel details. All
   help to enrich the c...
More than 300 million
    active users
50% of active users log
onto Facebook every day
The fastest growing
demographic is 35 years
       and older
If Facebook were a country it
    would be the 8th most
populated place in the world,
     just ahead of Japan
Powerful business to
consumer communication
 tool, but there have been
   some good results in
   business to business
What can you use it for?
Find people that share your business interest

Network, connect and pose questions in your ‘statu...
Facebook is a powerful
    business to consumer
communication tool, but there
have been some good results
   in business t...
Use the same profile picture
  as other profiles and add
your professional info in the
   first person. Forget the
business s...
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’...
Find new connections by
 searching for company
profile pages and adding
   relevant people ...
... search for groups and
 invite relevant people ...
... review friends lists and
 invite people to connect
But, remember quality not
quantity. A good experience
is dependent on the quality
 of people in your network
As well as having a personal
   profile page, create a
  company profile page to
encourage brand advocates
Keep profiles updated with
  news, opinion, links to
 interesting content, blog
           posts
Integrate your profile with
other social media platforms,
such as your blog, Twitter etc
Control your stream by
   editing your news feed
    preferences. Pick the
information you want to read
There are over 2000
  applications and this list is
growing. Only use professional
apps that will add value to you
      a...
Join groups related to your
   business and join the
       conversation
The growth rate of Twitter
  users from January to
 February 2009: 1382%
The average number of
tweets per day: 3,000,000
A powerful networking tool
 that allows you to engage
with influencers and people
in your network in real time
What can you use it for?
Connect with relevant people
Build brand awareness
Brand reputation management
New business gener...
Use the same picture as on
  other profiles and write a
 good profile that succinctly
  captures your personality
and profes...
Upload a branded
background that gives more
 detail and contact details
To find people to connect
with, use the various search
    tools available. Update
regularly and make the most
of Twitter L...
What to tweet?
Links to interesting content
relevant to your specialism
Your opinion and advice on
industry topics, events, news
Links to advice and tips,
 either on your own blog or
others. Don’t be afraid to link
       to competitors
Links to PR coverage, both
  news or opinion pieces
Ask questions and respond
to others ... remember it’s a
       conversation
Retweet (RT) other posts of
         interest
Try to tweet a few times a
 day and check regularly to
keep up with conversations.
Use apps to schedule tweets
  to save t...
Blogs
Great example of
communication being about
a dialogue, not a monologue
Helps to establish you as an
  industry influencer and
       thought leader
Allows you to share news,
opinion and advice with your
community and allows them
     to engage with you
RSS and email allows
subscribers to the blog to
 receive updates as they
         happen
To sum it
all up then
Social media has brought
     about a fundamental
shift in how we communicate
      and it’s here to stay
Many influencers and people
you want to connect with are
         using it ...
... and if you’re not engaging
     with them, others will
You might
want to get
 onboard
There are links to a few
 useful Twitter tools at
    the end of the
     presentation.
  Email me for a copy
Gemma Went
Red Cube Marketing

020 7993 4998
gemma@redcubemarketing.com
redcubemarketing.com
twitter.com/gemmawent
linkedi...
Credits




Imagery from www.sxc.hu
Facts, stats and info (with thanks) from:
Marta Kaga, Time Magazine, Universal McCann
...
References
A few Twitter search tools
TweepSearch great flexibility in terms of search and sort
TweetStats also good for th...
References
Twitter directories to add your profile
Twellow 
We Follow
Just Tweet It
Mr Tweet
TweetFind
TwitterLinkUp
Twitr
References
Twitter clients
Tweetdeck is our favourite. You can also use it on the iPhone. You can also
post to Facebook an...
References
Tweet scheduling tools
Tweetlater
Hootsuite

Monitoring tools
Google analytics
Google and Yahoo alerts
bit.ly
T...
Social Media Webinar for Win Without Pitching - Nov 09
Social Media Webinar for Win Without Pitching - Nov 09
Social Media Webinar for Win Without Pitching - Nov 09
Social Media Webinar for Win Without Pitching - Nov 09
Social Media Webinar for Win Without Pitching - Nov 09
Social Media Webinar for Win Without Pitching - Nov 09
Social Media Webinar for Win Without Pitching - Nov 09
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

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  • Social Media Webinar for Win Without Pitching - Nov 09

    1. 1. Adding Social Media To The Mix
    2. 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. 3. Introduction
    4. 4. There’s been a big change in behaviour
    5. 5. People have more control over what they read, watch, digest ...
    6. 6. ... and connect where and when they want
    7. 7. Business and personal lives are interlinked
    8. 8. People are less trusting of marketing and pr ...
    9. 9. ... and rely more on the recommendations of others
    10. 10. People have more power and social media has helped them get it
    11. 11. What is Social Media ?
    12. 12. It’s a fundamental shift from traditional marketing methods ...
    13. 13. ... of ‘speaking at’ your audience ...
    14. 14. ... to speaking with them
    15. 15. It allows you to engage with people ...
    16. 16. ... and allows them to engage with you ...
    17. 17. ... which encourages participation ...
    18. 18. ... and creates community ...
    19. 19. ... who turn into brand advocates and create WOM
    20. 20. It’s about people having conversations, connecting and engaging online
    21. 21. ? How can it help your business
    22. 22. Raise awareness and establish credibility ...
    23. 23. ... by showing you know what you’re talking about ...
    24. 24. ... you can establish yourself as a thought leader ...
    25. 25. ... which gets people talking about you positively
    26. 26. It can also connect you to key influencers who can help to build your brand
    27. 27. Monitor and manage reputation ...
    28. 28. ... by finding out what people are saying about your brand online ...
    29. 29. ... you can engage with those making positive comments ...
    30. 30. ... and respond positively to negative comments
    31. 31. You can also monitor what’s being said about your competitors ...
    32. 32. ... and clients/ potential clients
    33. 33. Monitoring tools also allow you to track trends ...
    34. 34. ... and observe what’s being talked about in real time
    35. 35. New business generation
    36. 36. By establishing your credibility in your specialist area ...
    37. 37. ... you can become the ‘go to’ person when people are looking for your service
    38. 38. But ...
    39. 39. NEVER SELL
    40. 40. It’s not a place for selling. It’s a place for connecting and engaging
    41. 41. Social media users are a savvy lot ...
    42. 42. ... and will see through any crafty selling tactics ...
    43. 43. ... which will only damage your brand
    44. 44. Grow Communities
    45. 45. Communities can be very powerful ...
    46. 46. ... as well as being advocates ...
    47. 47. ... they are a fantastic source of information ...
    48. 48. ... listen to them, learn from what they’re saying ...
    49. 49. ... and make the most of crowd sourcing
    50. 50. Strengthen your PR activity
    51. 51. Any PR strategy should integrate both online and offline ...
    52. 52. ... and social media helps by boosting the spread of news ...
    53. 53. ... and increasing your reach dramatically ...
    54. 54. Greatly improve your search engine optimisation
    55. 55. The more links to your site, the higher Google will rank you...
    56. 56. ... using social media creates a greater number of links to your site ...
    57. 57. ... this is boosted further if you include keywords in your sm strategy ...
    58. 58. How do you get started ?
    59. 59. Don’t Dive In!!!
    60. 60. Make sure you’re ready for it
    61. 61. Accept you can’t control the conversation
    62. 62. Understand that it’s far more than a simple marketing or pr tool. It’s a new way of communicating
    63. 63. Commit to the long term
    64. 64. Be prepared for the good and bad
    65. 65. Be prepared to listen
    66. 66. Allow it to grow organically and be open to wherever it takes you
    67. 67. Ensure you have the internal resource to support it
    68. 68. Getting started
    69. 69. Develop your strategy. What are your objectives? What do you want to achieve? How you will measure it.
    70. 70. Find where your audience is and be there
    71. 71. Who should be responsible internally? Ensure they understand what’s expected
    72. 72. It can be addictive, so decide how much time is acceptable and stick to it
    73. 73. Listen and engage with your community. It’s a dialogue, not a monologue
    74. 74. Encourage sharing ... this is what helps build your community and increase awareness
    75. 75. Be real and authentic ... people connect with people so let your brand personality shine through
    76. 76. Social media isn’t a quick fix. It’s a marathon not a sprint
    77. 77. The Tools
    78. 78. Social Widgets Networking Chat Rooms Blogging Micro Forums Social Media Platforms Blogging Podcasts RSS Photo Sharing Video Sharing
    79. 79. Social Widgets Networking Chat Rooms Blogging Micro Forums Social Media Platforms Blogging Podcasts RSS Photo Sharing Video Sharing
    80. 80. over 50 million members in over 200 countries and territories around the world
    81. 81. A new member joins Linked In approximately every second
    82. 82. Executives from all Fortune 500 companies are Linked In members
    83. 83. Many employers use Linked In as their primary recruitment tool
    84. 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. 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. 86. Write the profile in the first person and capture your personality. You want people to connect with YOU
    87. 87. Also create a company profile to provide more detail on your business and use the personal profile to focus on you
    88. 88. Linked In is fully searchable, so optimise the profile with keywords
    89. 89. Use the same avatar that you use on all other profiles for personal brand consistency
    90. 90. Don’t underestimate the power of a recommendation. Encourage those you’ve worked with to recommend you and recommend others
    91. 91. Add your website and blog URLs to improve traffic and link everything up
    92. 92. Join groups, the more the better. Join in with relevant conversations where you can add value
    93. 93. Once you’re accepted, grow your network by connecting with other group members
    94. 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. 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. 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. 97. Use applications: books you’ve read, blogs, slideshare, box.net, company buzz, travel details. All help to enrich the content
    98. 98. More than 300 million active users
    99. 99. 50% of active users log onto Facebook every day
    100. 100. The fastest growing demographic is 35 years and older
    101. 101. If Facebook were a country it would be the 8th most populated place in the world, just ahead of Japan
    102. 102. Powerful business to consumer communication tool, but there have been some good results in business to business
    103. 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. 104. Facebook is a powerful business to consumer communication tool, but there have been some good results in business to business
    105. 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. 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. 107. Find new connections by searching for company profile pages and adding relevant people ...
    108. 108. ... search for groups and invite relevant people ...
    109. 109. ... review friends lists and invite people to connect
    110. 110. But, remember quality not quantity. A good experience is dependent on the quality of people in your network
    111. 111. As well as having a personal profile page, create a company profile page to encourage brand advocates
    112. 112. Keep profiles updated with news, opinion, links to interesting content, blog posts
    113. 113. Integrate your profile with other social media platforms, such as your blog, Twitter etc
    114. 114. Control your stream by editing your news feed preferences. Pick the information you want to read
    115. 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. 116. Join groups related to your business and join the conversation
    117. 117. The growth rate of Twitter users from January to February 2009: 1382%
    118. 118. The average number of tweets per day: 3,000,000
    119. 119. A powerful networking tool that allows you to engage with influencers and people in your network in real time
    120. 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. 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. 122. Upload a branded background that gives more detail and contact details
    123. 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. 124. What to tweet? Links to interesting content relevant to your specialism
    125. 125. Your opinion and advice on industry topics, events, news
    126. 126. Links to advice and tips, either on your own blog or others. Don’t be afraid to link to competitors
    127. 127. Links to PR coverage, both news or opinion pieces
    128. 128. Ask questions and respond to others ... remember it’s a conversation
    129. 129. Retweet (RT) other posts of interest
    130. 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. 131. Blogs
    132. 132. Great example of communication being about a dialogue, not a monologue
    133. 133. Helps to establish you as an industry influencer and thought leader
    134. 134. Allows you to share news, opinion and advice with your community and allows them to engage with you
    135. 135. RSS and email allows subscribers to the blog to receive updates as they happen
    136. 136. To sum it all up then
    137. 137. Social media has brought about a fundamental shift in how we communicate and it’s here to stay
    138. 138. Many influencers and people you want to connect with are using it ...
    139. 139. ... and if you’re not engaging with them, others will
    140. 140. You might want to get onboard
    141. 141. There are links to a few useful Twitter tools at the end of the presentation. Email me for a copy
    142. 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. 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. 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. 145. References Twitter directories to add your profile Twellow  We Follow Just Tweet It Mr Tweet TweetFind TwitterLinkUp Twitr
    146. 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. 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
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