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Building Business with Social Media

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  • How people communicate, Target like-minded prospects, Communicate with customers
  • Where Are They Cyclically?StudentsHow Do They Use Social Media? Older audience may not want to engage in “make a video” contest Older audiences appear low on “Creator” scale.
  • Social media is about people, not logos. How will you let down your guard? If you’re a small company, congratulations, this should be pretty easy. If you’re a big company, how can you act small again?
  • Lots of ways to measure social media success, so make sure you determine your key metrics BEFORE you get started. I recommend picking three solid metrics to track. Appropriate metrics differ based on what your objective is for the program.
  • Tweets are text-based posts of up to 140 characters in length which are displayed on the user's profile page and delivered to other users who have subscribed to them (known as followers).
  • Here is how Tiwtter is used to promote a white paper…..
  • Look up fulfillment groups… add and take that screenshots
  • Here is an example of how John Foley used LinkedIn Groups to pose a question…… and gain leads!
  • I asked the question in the beginning how many folks are using social media today for business building or working with custoemrs, prospects or peers?What about listserve?
  • Chris brogan analogy
  • 1) Start slow. The number of tools available can be overwhelming. Pick one or two, learn them, and move on. You’re not going to tackle the whole world overnight.2) Just do it. There are plenty of excuses not to try, but social media is an experiment. You don’t know what does work until you find out what doesn’t work.3) Be yourself. Don’t be a fake person or a robot. If people fall in love with you on a personal level, they are certainly going to want to do business with you on a professional level.
  • QR Goes to VIDEO SERIES: USING SOCIAL MEDIA TO BUILD BUSINESS interlinkONE’s President and CEO, John Foley, Jr. presented “Using Social Media to Build Business” at the NAQP 2009 Conference in Austin, Texas.Here are a few of the highlights:
  • Transcript

    • 1. How to Use Social Media to Build Your Business
      By John Foley, Jr.
    • 2. John Foley, Jr.
      Established two companies:
      interlinkONE (CEO)
      GrowSocially (CEO/CMO)
      Grow Socially
      Specializes in online marketing and social media with
      Marketing strategy, campaign development, execution, real-time relationship-building and measurement.
      Phone: 978-674-8081
      Email: JohnF@GrowSocially.com
      Online at:
      www.twitter.com/JohnFoleyJr
      www.facebook.com/JohnFoleyJr
      www.LinkedIn.com/in/JohnFoleyJr
      Thank you to @jaybaer & @chrisbrogan
    • 3. Speaking Engagements – Past Events
    • 4. Shameless Plug
    • 5. Shameless Plug
    • 6. Overview
      What is Online Marketing
      Inbound Marketing
      Social Media Marketing
    • 7. What is Online Marketing?
      Website
      Search Engine Optimization
      Search Engine Marketing
      Social Media
    • 8. Search Engine Optimization
      Becoming more searchable
      Using specified keywords
      Consistently updating
      Using linksto other pages of site or other websites
      Search Engine Marketing
      Pay-Per-Click
      What is…?
    • 9. Community
      Conversation
      Networking
      Marketing
      Relationships
      Customer Service
      Immediate Information
      Platform
      What is Social Media?
    • 10. Why Use Social Media
      More prospects to sell to
      Generate interest in your brand
      Build your brand
      Loyalty
      Position your company
      Customer Service
      Another Channel
    • 11. Take Your Website to the Next Step
      Social-friendly, searchable
      Interactive
      Blogs
      Comments
      Landing Page
      eNewsletter Sign-Ups
      Widgets
      Calls to action for people to raise their hand
    • 12. Widgets
      Appealing to the eye
      Creative
      Interactive
      Different
      Can be a call to action
    • 13. Widgets
    • 14. Widgets
    • 15. Inbound and Outbound Marketing Work Together
      COMPANY WEBSITE
      Whitepapers,
      eBooks Downloads
      eNewsletter Sign-Ups
      Comments & Questions on Blog
      Info/Inquiries
      Webinar
      Sign-Ups
      Social Media
      SEO
      DM/Flyer
      E-mail
      Links
      Other
      3500
      Visitors
      CRM
      2000
      Visitors
      800
      Visitors
      100
      Visitors
    • 16. Social Media Marketing Plan
      Describe Business and Its Goals
      Know Your Audience
      The One Thing
      Humanize Your Brand
      Content Resource & Distribution Strategy
      Measure Your Success
      Strategy
      Before
      Tactics!
    • 17. Know Your Audience
      Who Are They?
      Where Are They Cyclically?
      How Do They Use Social Media?
    • 18. Define Target Audience
      Prospecting
      Customer Service
      Partner Management
      Audience Acquisition
      Discover
      Engage
      Get Found
      Your Target Audience – It’s Important
    • 19. Is everyone interested in the same communication?
      I still e-mail
      I love my mail
      I use Facebook,
      Twitter & LinkedIn
      I’m on Twitter
      I Google for my information
      Where are your prospects and customers getting their information?
    • 20. How Will You Humanize Your Brand?
    • 21. How to Measure Success?
      How many
      LEADS!
      Downloads
      eNewsletter Sign-Ups
      Blog Comments
      Questions
      Shared Links
      Re-Tweets
      Followers
      Site Traffic
    • 22. Get Noticed
      Optimize / Social Friendly
      Landing Pages
      Offers
      Emails
      Polls
      eNewsletters
      Nurture
      Engage
      Conversation
      Convert
      Product?
      Service?Asset?
      Nurture
      Engage
      Conversation
      Convert
      $
      $
      Direct Mail, Magazines, Internet Ads, E-Mail
      Convert / Measure
      $
      $
      Integrated Multi-Channel Marketing
      TOOLS
      Action - Publish - Engage – Converse - Share
      Questions or Comments?
      Phone 1.800.948.0113
      Email Support@GrowSocially.com
      Questions or Comments?
      Phone 1.800.948.0113
      Email Support@GrowSocially.com
      22
      Copyright © 2010 Grow Socially, Inc. All Rights Reserved.
      Copyright © 2010 Grow Socially, Inc. All Rights Reserved.
      22
    • 23. What Are These Sites, Anyways?
    • 24. Top 4 Channels for PSPs
      LinkedIn: Chamber of commerce networking event
      Facebook: House party with a business effect
      Twitter: Block Party
      YouTube: Your own TV Station
    • 25. What is Twitter?
      Share what you are doing in 140 characters or less
      A social messaging utility for staying connected in real-time
      www.Twitter.com
    • 26. Spread the Word
    • 27. Pros
      Cons
      Easy to use
      Great lead generation tool
      Reach a large amount of people
      Position yourself as a thought leader
      Communicate and engage in another marketing channel
      Easy to find target audience
      Great customer service tool
      Measurable
      Requires a Human Resource
      Time and effort
      Works best when you are consistent
      What will you post?
      Spam
    • 28. Best Practices
      Actively participate & engage
      Share information! Pictures, links, videos
      Be a thought leader, be yourself, show the human side of your business
      Use tracking tools like ilnk.me, bit.ly, budurl.com
      Review efforts & measure results
    • 29. What is Facebook?
      A free social network used by people & companies
      Companies can host pages and groups to self-promote
      www.Facebook.com
    • 30. Get Yourself Out There
      Creating a page involves:
      Logo
      Name
      Content
    • 31. Pros
      Cons
      Requires Human Resource
      Time and effort
      Spam (fans, games)
      Not obvious how to measure success
      If things go bad.
      Extension of Company Website
      “Human” side
      People share
      Post articles, videos, pictures, etc.
      Stay on “top of the mind”
      Event Promotion
      Discussion Boards
    • 32. Best Practices
      Actively promote your page
      Seek out friends and fans
      Share information
      Must be active
      Variety: Pictures, links, videos
    • 33. What is YouTube?
      Video-sharing website on which users can upload and share videos.
      www.YouTube.com
    • 34. Set up a Gallery
    • 35. Big Production
      VS
      Business Casual
      More approachable, more interesting, more diversified, more updates!
    • 36. Pros
      Cons
      Risk poor reviews?
      Time spent getting videos done
      Need to promote it
      Free!
      Improves SEO
      “Personal” side
      Can create viral marketing opportunity
      Track views and links to your videos
    • 37. Best Practices
      Customize look and feel of your channel
      Keep videos short – 1 to 3 minutes
      Keep up variety: from educational to funny
      Stay consistent with posting frequency
      Must go Casual
    • 38. What is LinkedIn?
      A business-oriented social networking site
      Mainly used for professional networking
      Has more than 43 million registered users, spanning 170 industries
      www.LinkedIn.com
    • 39. LinkedIn.com Dashboard
    • 40. Profile
    • 41. Join & Participate in Groups
    • 42. Post a Question
    • 43. Pros
      Cons
      Requires a human resource
      Time and effort
      Lack of knowledge
      Need to participate
      Free!
      Prospecting
      “Engagement tool
      Track views and links to your articles
    • 44. Best Practices
      Connect with prospects and customers
      Use the question and answer section to find and provide help
      Become active in the groups!
      Content is King
      Post self-promotional items – news and events
    • 45. Humanizing
      Improves SEO
      Keywords
      Links
      Updated Information
      Give Expertise
      Updates on CompanyActivities
      Sharing Information
      Blogs
    • 46. Four Fundamentals of All Five tools
      Build your network
      Engage with the network you have built
      Be consistent
      Track and analyze
    • 47. Keywords
      Improves SEO
      Narrows down what your site is about
      The more, the better
    • 48. You
      Your Website is Homebase
    • 49. Engage and Nurture – The Ongoing Conversation
      QR Search Social
      Codes E-mail Website RSS Flash Banner Engines Media
      Direct Mail
      Radio/TV
      Magazines
      Posters
      Flyers
      Labels
      Other
      Personalization
      Campaign
      Management
      Reporting
      Administration
      Automation
      Your Website
      SMS MMS PDA Blackberry
    • 50. Integrating content creation, distribution, customer engagement, and measurement of your marketing efforts can increase campaign effectiveness.
    • 51. You need Staff
      You need a plan
      How Do You Get Started?
      InHouse
      OutSource
      Do you have a marketing plan
      Create one
    • 52. Marketing Calendar
      Announce on website
      Mail -Monthly Newsletter
      Send out flyers to clients
      Email eNewsletter (Announce)
      Tell colleagues you’re attending
      Expo Event
      8AM-6PM
      Send thank you cards
      Enter new contacts in Excel
    • 53. Marketing Calendar
      Create Post, Link back to website
      Announce on website
      Announce on
      &
      Mail -Monthly Newsletter
      Send out flyers to clients
      Connect with Keynote Speakers on
      Email eNewsletter (Announce)
      Comment on event’s
      page
      Share event article on
      Announce booth # with
      video post
      Tell colleagues you’re attending
      Share event article on
      Expo Event
      8AM-6PM
      Join in on event’s hashtag
      Send thank you cards
      Enter new contacts in Excel
      Follow-Up with
      Post & Post Pictures
      Share speaking presentation on
      Friend new contacts on
    • 54. Inbound and Outbound Marketing Work Together
      COMPANY WEBSITE
      Whitepapers,
      eBooks Downloads
      eNewsletter Sign-Ups
      Comments & Questions on Blog
      Info/Inquiries
      Webinar
      Sign-Ups
      Social Media
      SEO
      DM/Flyer
      E-mail
      Links
      Other
      3500
      Visitors
      CRM
      2000
      Visitors
      800
      Visitors
      100
      Visitors
    • 55. Questions?
      Contact me at:
      • JohnF@GrowSocially.com
      • 56. 978-674-8081
      • 57. Twitter.com/JohnFoleyJR
      • 58. Facebook.com/JohnFoleyJr
      • 59. YouTube.com/GrowSocially
      • 60. LinkedIn.com/in/JohnFoleyJr
    • Direct Impact
    • 61. Areas of Marketing Spending Growth in the Next 12 Months According to US Marketers, July 2009 (% change)
    • 62. Social Media Tactics Used by US Small Businesses, Dec. 2009 (% of respondents)
    • 63.
    • 64. Social Networking Sites on Which US Online Retailers Maintain a Presence, April 2009 (% of total*)
    • 65. Allocation of Online Marketing Budget According to US Marketers, Nov. 2009 (% of total)
    • 66. Conversion Rates for Online Content Shared by Internet Users Worldwide, by Sharing Method, Q3 2009
    • 67. US Companies Using Blogs for Marketing Purposes,
      2007-2012 (% of total)
    • 68. US Internet Users Who Search on Brand Product Terms, by Ad Exposure, 2009 (% of total)
    • 69. Percent of Marketing Budget Spent on Social Media According to US Marketers, August 2009 & February 2010 (% of total)
    • 70. Social Media Marketing Tactics US Small Businesses Integrated with Their E-Mail Marketing Campaigns in 2009 (% of respondents)
    • 71. Percent of Marketing Budget Spent on Social Media According to US Marketers, August 2009 & February 2010 (% of total)
    • 72. Social media and E-Mail Marketing Integration Tools Used by SMB Marketers Worldwide, 2009 & 2010 (% of respondents in each group)
    • 73. Main Reason for Implementing a Social Media Strategy According to US Marketing Professionals, April 2010 (% of respondents)
    • 74. Successful Twitter Marketing Tactics Used by B2B and B2C Marketers Worldwide, Sept. 2009 (% of respondents)
    • 75. Marketing Tactics on Which Business Executives Worldwide Plan to Increase Spending, Nov. 2009 (% of respondents)
    • 76. Successful Facebook Marketing Tactics Used by B2B and B2C Marketers Worldwide, Sept. 2009 (% of respondents)
    • 77. Level of Social Media Marketing Engagement by US B2B vs. B2C Marketers, March 2010 (% of respondents)
    • 78. US Online Social Network Advertising Spending, by Venue, 2009 & 2010 (millions and % of total)
    • 79. More than “What’s For Lunch”
    • 80. Final Thoughts
      What to remember.
    • 81. Getting started
      Start slow.
      Just do it.
      Be yourself.
    • 82. Who is already there?
      There’s a place for you too.
      Start today.
      interlinkONE Copyright 2009
    • 83. Quotes
      Debbiedee5People, communication, prospects, sales leads, business relationships
      AudraPinkerton Social media has connected me with great people, keep in touch when clients move and 2 RFPs!
    • 84. Have we had success?
      Since end of 2008…..
      …. From 0 – 4000 between corporate and individual accounts for Twitter Followers
      …. 10K+ have clicked on our links, downloaded our ebook, our whitepaper, from social media sites alone!!!
      50+ prospects in pipeline directly from twitter…
    • 85. Let Others Tell Your Story
      Word-of-mouth marketing has expanded…
      If you have a great company, product or service, people will spread that message for you.
      Deliver relevant information, and people will return the favor.
    • 86. The Marketing Mix
      “Do not lose sight on the fact that social media is simply one part of a successful marketing mix.
      “Traditional marketing mediums must still be used to reach everyone in your audience.”
      “Target the right audience, using the right channel(s), the relevant media(s), and the right response channel(s).
    • 87. Resources for you
      http://Search.Twitter.com (search conversations)
      http://tweepsearch.com/ (search by Title & Position)
      http://twitterrific.com/ (help managing Twitter)
      http://WordPress.com (for blogging and website)
      http://chrisbrogan.com (leading blogger on social media)
      http://eMarketer.com (for daily charts and statistics)
      http://MarketingProfs.com (for case studies and advice)
      Google it, Bing it, Yahoo it.
      “What’s #sxsw?” / “What’s a twitter feed?” / “Using facebook in business”
    • 88. John Around The Web
      Create QR’s for free - QreateAndTrack.com
      Twitter.com/JohnFoleyJr
      Linkedin.com/in/JohnFoleyJr
      Facebook.com/GrowSocially
      YouTube.com/GrowSocially

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