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Building Social Media into Your Business
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Building Social Media into Your Business



A presentation I gave recently to The Link for Women, in Portland, OR.

A presentation I gave recently to The Link for Women, in Portland, OR.



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Building Social Media into Your Business Building Social Media into Your Business Presentation Transcript

  • … Why Would any Business Try it? A Social Media Exploration The Link for Women 05.12.09 #thelink
  • What gives me the right? 25 52 5
  • Marqui “pay bloggers” program
    • Launched an ethical debate in the blogosphere
      • Twenty bloggers, three-month contracts
      • Established readership, wrote about development
      • Post once per week, mention Marqui, flag your post
      • $800 / month, we’ll publish everything
  • Results? Oh, yes…
    • More than 200 pieces of press
  • Social media in perspective: Awareness, engagement
  • Social media in perspective: Brand, messaging, sales
  • Social media in perspective: Community, choice, confusion
  • Everyone is online - not just ‘kids’ Infrastructure Cost is Falling
  • Social media interactions Infrastructure Cost is Falling Data from Forrester Research Technographics® surveys, 2008. For further details on the Social Technographics profile, see groundswell.forrester.com.
  • Social media usage Infrastructure Cost is Falling Source: Universal McCann
  • Job 1: Get your house in order
  • Five Phases of social media readiness Phase 1: Discovery Phase 2: Strategy Phase 3: Skill Building Phase 4: Implementation Phase 5: Maintenance
  • Discovery: Are you ready? What are your mission/vision/goals? How will they be enhanced by social media marketing efforts? Is your brand ready for social media? Are your people ready for social media? Is your web presence optimized?
  • Are you competent in top two online activities?
  • B. L. O. G…
  • Getting into the magic “F”
    • Google (all search engine) spiders love:
    • Relevant Keywords
      • Content should be optimized for search
    • Fresh Content
      • Good sites are updated frequently
        • This is where blogs and social media help
    • Lots of Links
      • The key to SEM, SEO and SEMPR
  • Search: refining over time 70.6% Source: Comscore, Dec. 2008
  • Anatomy of a search result Maps, video, news push down “organic” results
  • Strategy: Where do we begin? Blog Facebook LinkedIN YouTube Flickr Twitter
  • Your blog: your living room
    • Thought leadership, humanize your organization, invite people to visit and engage on your terms
  • Twitter: your front yard
    • Make connections locally, news source, amplify your messages to like-minded people, invite people “in”
  • Service, sales via Twitter The Cost of Customers is Falling Source: InternetNews 12/10/08
  • Open platform for innovation The Cost of Customers is Falling
  • LinkedIN: your study or office
    • Find work resources, recruit, ask work- or tool-related questions on the most business-centric social site
  • Facebook: your family room
    • Connect with friends and family, amplify your activities, create and nurture “fans,” access a highly targeted ad platform
  • Flickr/YouTube: your media room
    • Extend your brand in multimedia - boost your search results
  • Basic rule of engagement Infrastructure Cost is Falling Don’t “do” social media until: You understand why… You understand how… You understand where…
  • The Link for Women diligence “ women’s network Portland”
  • Houston, we have a problem “ women’s network Portland”
  • What people see
  • What spiders see
  • What spiders see Add Alt-Tags to every image on your site Add Title Tags to every page on your site What are our keywords? Do we use them effectively?
  • The Link for Women’s Priorities
    • Our Mission: build community - go online!
    • Discover keywords, competition
    • Get the web site in order for people and spiders
    • Blog for thought leadership, build community
    • Tweet to extend awareness, build community
  • Now I’m Listening… Janet Johnson [email_address] Blog: www. janetleejohnson .com Twitter: @janetleejohnson 503.807.8964