Three Steps to Starting Your Social Media Presence

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Michelle Golden's session at Accounting Today's 2011 Growth & Profitability Summit

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Three Steps to Starting Your Social Media Presence

  1. 1. 3 Steps to StartingYour (Effective)Social Media PresenceBy Michelle Golden, Golden Practices Inc #GroPro11
  2. 2. 3 Steps to StartingYour (Effective)Social Media PresenceBy Michelle Golden, Golden Practices Inc #GroPro11
  3. 3. Today  1. PICK  THE  RIGHT  HANGOUT • Find  your  peeps • Why  content  is  key2. LEARN  THE  LINGO • Understand  the  tools  to  use  them  effec+vely • On  being  “real”3. BUILD  RELATIONSHIPS,  BRING  VALUE • Old  rules  hold  true:  listening  and  giving • Digital  to  personalgoldenprac+ces.com 3
  4. 4. WHAT  ARE            SOCIAL  MEDIA? 4
  5. 5. Image:  ironrodart  (flickr)A  con&nually  changing  set  of  tools  and  their  users(!)  that  facilitate  informa&on  sharing  and  rela&onships.                                                                          Online. goldenprac+ces.com
  6. 6. Image:  fuzzyscalyman  (flickr) goldenprac+ces.com
  7. 7. The  holy  grail  of  marke+ng   But  publishing  w/out  • Can  just  engage engaging  is  merely  • Can  just  publish passive  marke+ng And  engaging  w/out   publishing  is  missing  a   huge  opportunity goldenprac+ces.com 7
  8. 8. Paul  Neiffer’s  agripreneurs Nov  ‘08 Jan  ‘09 by  Nov  ‘09 Feb  ‘10goldenprac+ces.com
  9. 9. Levels  of  marke+ng Outreach      &  EngageLEADS Par+cipant  &          Expert  Resource Passive INVOLVEMENTgoldenprac+ces.com 9
  10. 10. 1.  PICKTHE  RIGHTHANGOUT
  11. 11. Clarify  your  purpose1. Business  development • Build/strengthen  business  rela+onships • Interact  and/or  share  content • Credibility • Build  team,  recrui+ng2. Customer  svc/reputa+on  enhancement • Create  proac+ve  fan  base • Monitor • Make  problems  right3. Just  to  learn  (passive,  but  OK  place  to  start)goldenprac+ces.com 11
  12. 12. Image:  lydiaboote  (flickr)WHO  ARE  YOU?                          WHY  SHOULD                                                                          WE  CARE? goldenprac+ces.com
  13. 13. Choosing  a  niche• Enjoyment  level  (aka  PASSION)• Prac<ce  composi<on• Service  mix• Scalability• Capacity• Compe<<on• Economy 13goldenprac+ces.com
  14. 14. Channels:  online  &  off BLOGS 14
  15. 15. FINDING YOUR PEEPS ON THE WEBImage:  brian-­‐ford  (flickr)
  16. 16. Start  heregoldenprac+ces.com 16
  17. 17. Den+stry  (Alltop)goldenprac+ces.com
  18. 18. Blog  to  follow,  comment  ongoldenprac+ces.com
  19. 19. Financial  post  to  link  to MORE  TO   EXPLORE!goldenprac+ces.com
  20. 20. Biz  growth  post  to  sharegoldenprac+ces.com
  21. 21. Search• Google  &  Google  Blog  Search • “Dental  associaAons” • “Dental  community  online” • “Dental  forum” • “Dental  conference” • “DenAst  pracAce  management” • Look  for  blogs,  blog  rolls,  groups,  events,  associaAon  news,   resource  lists• LinkedIn:  “Den+st  groups”  and  events• TwiPer:  “Den+st”  “dental”  “den+stry”  and   “den+st  tweetups”  or  “den+st  tweetchat”• Facebook,  Amazon,  Slideshare,  YouTube:    seek  prac+ce   management  and  other  industry  specific  topicsgoldenprac+ces.com
  22. 22. Listen  here  goldenprac+ces.com 22
  23. 23. Share  liberally• Stuff  they  (and  you)  take  for  granted   like  judgments  applied  in  day-­‐to-­‐day  work• Address  “common  ques<ons”   (if  not  already  out  there  in  abundance)• Clear  up  misconcep<ons• Change  paradigms• Share  as  you  learngoldenprac+ces.com 23
  24. 24. 2.  LEARN  THE  LINGO Buy this cuz we Buy this cuz kick ass. you kick ass.
  25. 25. Your  job  =  reassureAm  I  making  the  right  decision  hiring  you?• Evidence  of  knowledge• Helpfulness  &  accessibility• Coolness• Synergy• Third-­‐party  endorsementsgoldenprac+ces.com
  26. 26. Keep  content  in  YOUR  housegoldenprac+ces.com 26
  27. 27. File  sharing  site:  YouTubeSubscrip+ons:  cpatrendlinesgoldenprac+ces.com 27
  28. 28. File  sharing  site:  SlideshareSubscrip+ons:  goldenmgoldenprac+ces.com 28
  29. 29. Embed  files PowerPoint PDF  docgoldenprac+ces.com 29
  30. 30. Get  found  elsewhere• LinkedIn  profile  (solid)• Google  profile  (hub)• Bio  on  your  firm’s  website• TwiVer?  • Facebook?Let  them  find  you.  Guide  what  they  see.goldenprac+ces.com 30
  31. 31. Google  yougoldenprac+ces.com 31
  32. 32. LinkedIn’s  all  biz• Reconnect  (transient)• Who  knows  whom?  (minus  context)  • Load  up  &  look  up  (mini-­‐CRM)• Reasons  to  reach  out  (noAficaAons)• Moderate  interacAon  (easy)• Demo  experAse  (answers  &  groups)• Front  of  mind  (unobtrusive)• Research  (meeAng  prep)goldenprac+ces.com 32
  33. 33. All  atwioer  for  news  &  ideasgoldenprac+ces.com 33
  34. 34. Facebook  extra  value• Being  “real”goldenprac+ces.com
  35. 35. Who’s  Cut  Out  for  Blogging?hop://www.slideshare.net/goldenm/anatomy-­‐bloghop://www.slideshare.net/goldenm/new-­‐blog-­‐process-­‐chart 35
  36. 36. Which  tool  for  what? hop://www.slideshare.net/goldenm/comparing-­‐social-­‐media-­‐tools 36goldenprac+ces.com
  37. 37. 10:1goldenprac+ces.com
  38. 38. 3.  BUILD  RELATIONSHIPS  …                                                          BRING  VALUE
  39. 39. Friends  &  followers• Peers,  colleagues• Industry  experts,  associa<on  reps• Local  and  na<onal  media• Thought  leaders• Customers• Strangers  who  askgoldenprac+ces.com 39
  40. 40. Presen+ng  yourself• People  are  ALWAYS  beVer  than  logos • E.g.  Twioer:  other  than  for  marke+ng  or   cust  svc  rep,  all  CPAs  s/tweet  under  their   own  name• Humanize  yourselves because  it’s  “grassroots” cpa photogoldenprac+ces.com 40
  41. 41. PROTECTED TWEETS? IMPERSONAL FACEBOOK? DON’T BOTHER.Image:  mythoto  (flickr) goldenprac+ces.com
  42. 42. Winning  new  friends• Be  friendly  and  helpful • No  auto  DMs,  no  spammy  posts• Make  lists  that  people  want  to  be  on• RT• Thank• Promote  others’  stuffgoldenprac+ces.com 42
  43. 43. NOT WHY SM created. Not  why  SM  were   WERE MADEImage:  rthakrar  (flickr)
  44. 44. ParAcipate  in  groups  &  acAviAesgoldenprac+ces.com 44
  45. 45. From  digital  to  personal • LinkedIn • Introduc+ons  &  recommenda+ons  (don’t  use  automated) • Congrats  &  follow-­‐up • Twioer • Tweetups  &  tweetchats • Facebook • Events  &  “likes” • All • Correspond! • Video  (skype,  face+me)goldenprac+ces.com goldenprac+ces.com 45
  46. 46. Effec+ve  online  presenceBe  present • You’re  findable • Connects  your  “pieces”  togetherShare  content • Illustrates  your  uniqueness  &  character • Supports  your  claims  of  exper+se • Shows  you’re  a  thinker  &  stay  up-­‐to-­‐dateEngage • Conveys  you’re  accessible • From  stodgy  back  to  “grassroots”  marke+nggoldenprac+ces.com 46
  47. 47. More  Info:slideshare.net/goldenmmichelle@goldenprac+ces.comgoldenprac+cesinc.comgoldenprac+ces.com  (blog)@michellegolden  (twioer)

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