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Session delivered at American Society of Pension Planners and Actuaries WBLF meeting in Austin June 12, 2013

Session delivered at American Society of Pension Planners and Actuaries WBLF meeting in Austin June 12, 2013

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    ASPPA social media ASPPA social media Presentation Transcript

    • Mythbus(ng  Social  Media    Have  You  Maximized    Your  Online  Marke(ng  Yet?  By  Michelle  Golden  
    • ISP/!email!19!www!21!Blogs!14!LinkedIn!10!Twitter& FB !7!Google!16!
    • Boomers  and  the  Web  2000  •  40%  use  internet  •  28%  of  internet  popula(on  •  24%  online  daily  •  <5%  online  mul(ple  (mes/day  2010  •  74%  use  internet  •  32%  of  internet  popula(on  •  69%  online  daily  •  36%  online  mul(ple  (mes/day  Source:  PEW  Internet  &  American  Life  Project  •  ©  2010  Golden  Prac(ces  Inc   4Source: PEW Internet & American Life Project, Mar, 2010
    • flickr  |  thomaschung  
    • flickr  |  fuzzyscalyman  You’re Doingit Wrong!
    • Comm  (not  SM)  policy  Components:•  Liability disclaimers*•  General communications/behavior*•  Internet & email policies*•  Specific social-media related guidance7  Handout  &  h^p://slidesha.re/golden-­‐policy  
    • Skip  the  middleman  •  Pay  for  space  •  Pray  for  space  •  Use  your  space  
    • Blogs:  holy  grail  of  marke(ng    goldenprac(ces.com   9  But  publishing  w/out  engaging  is  merely  passive  marke(ng  And  engaging  w/out  publishing  is  missing  a  huge  opportunity  1.  Can  just  engage  2.  Can  just  publish  
    • WHAT  HASN’T  CHANGED?  
    •  the  on-­‐going  process  of    1)  ensuring  repeat  business  from            exis(ng  clients  2)  appealing  to  poten(al  clients    Michelle GoldenMarke(ng  is…  goldenprac(ces.com   11  
    • Secret  Formula  V  +    C  +  R  
    • flickr  |  lydiaboote    
    • 4  Ps  of  Online  all  marke(ng.  •  Purpose  •  Passion  •  Persistence  •  Paying  A^en(on  flickr | nhanusek
    • Pick  your  purpose  1.  Business  development  (V  +  C  +  R)  •  Build/strengthen  business  rela(onships  •  Interact,  share  •  Credibility  •  Build  team,  recrui(ng  2.  Customer  service/reputa(on  (V  +  C  +  R)  •  Create  proac(ve  fan  base  •  Monitor  •  Make  problems  right  3.  Just  to  learn  (passive,  but  OK  to  start)  (some  V)  
    • currentcredibilityfutureR&Dreferrersflickr  |  wwworks  
    • Firm  PG  Indiv  Indiv  PG  Indiv  Indiv  Indiv  At  Any/Every  Level  goldenprac(ces.com   17  
    • Current  Clients  COIs  New  Biz  Credibility  Skill/Svc  Dev  Expecta,on  Management  Conversa,ons/Listening  Debriefs  (BARs/AARs)  Delega,on  Face  Time  Industry/Org  Par,cipa,on  Succession/Transi,on  Service  Grid  Conversa,ons/Listening  Clarify  Messages  (educate)  Face  Time/Follow-­‐up  Reciprocity/Reward  (track)  Target  Innova,on  (new  solu(ons/  products,  dev  processes,  improve  effec(veness)  Con,nuing  Ed  (new,  advanced)  Apply  Industry  Knowledge  (id  KPIs/sector,  studies,  surveys)  Worthiness  of  Trust    (behavior,  impression,  respectable  ext/int)  Competence    (write,  speak,  lead)  Capability  Evidence    (case  studies,  tes(monials,  representa(ve  clients,)  Involvement    (visible  in  core  markets)   ID/Study/Refine  Conversa,ons/Listening  Face  Time/Follow-­‐up  Demonstrate  Relevance,  Credibility,  Trustworthiness  goldenprac(ces.com   18  Personal  Marke(ng  Plans  
    • Current  Clients  COIs  New  Biz  Credibility  Skill/Svc  Dev  Expecta,on  Management  Conversa,ons/Listening  Debriefs  (BARs/AARs)  Delega,on  Face  Time  Industry/Org  Par,cipa,on  Succession/Transi,on  Service  Grid  Conversa,ons/Listening  Clarify  Messages  (educate)  Face  Time/Follow-­‐up  Reciprocity/Reward  (track)  Target  Innova,on  (new  solu(ons/  products,  dev  processes,  improve  effec(veness)  Con,nuing  Ed  (new,  advanced)  Apply  Industry  Knowledge  (id  KPIs/sector,  studies,  surveys)  Worthiness  of  Trust    (behavior,  impression,  respectable  ext/int)  Competence    (write,  speak,  lead)  Capability  Evidence    (case  studies,  tes(monials,  representa(ve  clients,)  Involvement    (visible  in  core  markets)   ID/Study/Refine  Conversa,ons/Listening  Face  Time/Follow-­‐up  Demonstrate  Relevance,  Credibility,  Trustworthiness  goldenprac(ces.com   19  Personal  Marke(ng  Plans  
    • Levels  of  marke(ng  Passive  (set  &  forget)  Resource/  Expert  Proac,ve  Outreach  LEADS  INVOLVEMENT  
    • Do  fewer  things  be^er  Leverage  Mul(ple  Channels  •  Print  •  Phone  •  Events  •  Paid  media  •  Earned  media  •  Organiza(onal  ac(vi(es  •  Internet  •  Email  •  Website  &  Blog  •  Social  Web  Channels  
    • Channels:  online  &  off  BLOGS  YOUR  FILES:  YOUR  URLS:  WWW  
    • Great  content.  Preven(on  ©  2010  Golden  Prac(ces  Inc   28
    • Passion  makes  the  difference  
    • MEET:  the  tools  
    • Which  tool  for  what?  www.slideshare.net/goldenm/comparing-­‐social-­‐media-­‐tools  
    • Facebook  for  rela(onships  •  Being  “real”  
    • •  Reconnect  (transient)  •  Who  knows  whom?  (minus  context)    •  Load  up  &  look  up  (mini-­‐CRM)  •  Reasons  to  reach  out  (no(fica(ons)  •  Moderate  interac(on  (easy)  •  Demo  exper(se  (answers  &  groups)  •  Front  of  mind  (unobtrusive)  •  Research  (mee(ng  prep)  goldenprac(ces.com   33  LinkedIn  is  all  biz  
    • Cocktail  party/BBQ  
    • Should  I  go  “Premium”  
    • Twi^er  for  news  &  ideas  goldenprac(ces.com   36  
    • Blogs:  IC  demo,  archive,  connect  goldenprac(ces.com   37  
    • WHERE  TO  HANGOUT  
    • Choosing  a  niche  •  Prac(ce  composi(on,  industry    IDEAL  •  Service  mix  •  Enjoyment  level    •  Scalability  •  Capacity  •  Compe((on  •  Economy  39  CHOICES,  CHOICES  
    • Start  here  40  
    • Den(stry  (Alltop)  
    • Blog  to  follow/interact  with  
    • Financial  post  to  link  to  MORE  TO  EXPLORE!  
    • Search  •  Google  and  Google  Blog  Search  •  “Dental  associa(ons”  •  “Dental  community  online”  •  “Dental  forum”  •  “Dental  conference”  •  “Den(st  prac(ce  management”  •  Look  for  blogs,  blog  rolls,  groups,  events,  associa(on  news,  resource  lists  •  LinkedIn:  “Den(st  groups”  and  events  •  Twi^er:  “Den(st”  “dental”  “den(stry”  and    “den(st  tweetups”  or  “den(st  tweetchat”  •  Facebook,  Amazon,  Slideshare,  YouTube  –  seek  dental-­‐prac(ce  management  and  other  industry  topics  
    • Google  you  goldenprac(ces.com   45  
    • Share  liberally  •  Stuff  they  (and  you)  take  for  granted    like  judgments  applied  in  day-­‐to-­‐day  work  •  Address  “common  ques(ons”    (if  answers  aren’t  already  in  abundance)  •  Clear  up  misconcep(ons  •  Change  paradigms  •  Share  as  you  learn  goldenprac(ces.com   46  
    • IT’S  NOT    ABOUT  YOU   Buy this cuzyou kick ass.Buy this cuz wekick ass.
    • Your  job  =  reassure  buyers  Am  I  making  the  right  decision?  •  Helpfulness  &  accessibility  •  Coolness  factor  •  You  “Get”  them  •  Synergy  •  Third-­‐party  opinions  •  Evidence  of  knowledge  
    • Focus  on  what  they  care  about  What  You    Do  What  They  Do  
    • •  PSK  blog?  50  
    • IS  IT  WORKING?  
    • Measuring  engagement  •  Where  did  it  appear?  •  Who  said  it?  •  What  was  said?  (categorize,  clip  file)  •  Was  it  about  par(cular  dept  or  person?  •  Was  it  posi(ve,  neutral,  or  nega(ve?  •  Did  it  include  reference  to  page?  Which?  •  Who  responded?  How  fast?  (clip)  
    • Interact!  Be  the  real  you.  •  LinkedIn  •  Introduc(ons  &  recommenda(ons  (don’t  use  automated)  •  Congrats  &  follow-­‐up  •  Twi^er  •  Tweetups  &  tweetchats  •  Facebook  •  Events  &  “likes”  •  All  •  Correspond!  •  Video  (skype,  face(me)  goldenprac(ces.com   55  
    • michelle@goldenprac(ces.com  goldenprac(cesinc.com  goldenprac(ces.com  (blog)  @michellegolden  (twi^er)  More  Info:  slideshare.net/goldenm