Building Social Media into Your Business


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

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  • Building Social Media into Your Business

    1. 1. … Why Would any Business Try it? A Social Media Exploration The Link for Women 05.12.09 #thelink
    2. 2. What gives me the right? 25 52 5
    3. 3. Marqui “pay bloggers” program <ul><li>Launched an ethical debate in the blogosphere </li></ul><ul><ul><li>Twenty bloggers, three-month contracts </li></ul></ul><ul><ul><li>Established readership, wrote about development </li></ul></ul><ul><ul><li>Post once per week, mention Marqui, flag your post </li></ul></ul><ul><ul><li>$800 / month, we’ll publish everything </li></ul></ul>
    4. 4. Results? Oh, yes… <ul><li>More than 200 pieces of press </li></ul>
    5. 5. Social media in perspective: Awareness, engagement
    6. 6. Social media in perspective: Brand, messaging, sales
    7. 7. Social media in perspective: Community, choice, confusion
    8. 8. Everyone is online - not just ‘kids’ Infrastructure Cost is Falling
    9. 9. Social media interactions Infrastructure Cost is Falling Data from Forrester Research Technographics® surveys, 2008. For further details on the Social Technographics profile, see
    10. 10. Social media usage Infrastructure Cost is Falling Source: Universal McCann
    11. 11. Job 1: Get your house in order
    12. 12. Five Phases of social media readiness Phase 1: Discovery Phase 2: Strategy Phase 3: Skill Building Phase 4: Implementation Phase 5: Maintenance
    13. 13. 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?
    14. 14. Are you competent in top two online activities?
    15. 15. B. L. O. G…
    16. 16. Getting into the magic “F” <ul><li>Google (all search engine) spiders love: </li></ul><ul><li>Relevant Keywords </li></ul><ul><ul><li>Content should be optimized for search </li></ul></ul><ul><li>Fresh Content </li></ul><ul><ul><li>Good sites are updated frequently </li></ul></ul><ul><ul><ul><li>This is where blogs and social media help </li></ul></ul></ul><ul><li>Lots of Links </li></ul><ul><ul><li>The key to SEM, SEO and SEMPR </li></ul></ul>
    17. 17. Search: refining over time 70.6% Source: Comscore, Dec. 2008
    18. 18. Anatomy of a search result Maps, video, news push down “organic” results
    19. 19. Strategy: Where do we begin? Blog Facebook LinkedIN YouTube Flickr Twitter
    20. 20. Your blog: your living room <ul><li>Thought leadership, humanize your organization, invite people to visit and engage on your terms </li></ul>
    21. 21. Twitter: your front yard <ul><li>Make connections locally, news source, amplify your messages to like-minded people, invite people “in” </li></ul>
    22. 22. Service, sales via Twitter The Cost of Customers is Falling Source: InternetNews 12/10/08
    23. 23. Open platform for innovation The Cost of Customers is Falling
    24. 24. LinkedIN: your study or office <ul><li>Find work resources, recruit, ask work- or tool-related questions on the most business-centric social site </li></ul>
    25. 25. Facebook: your family room <ul><li>Connect with friends and family, amplify your activities, create and nurture “fans,” access a highly targeted ad platform </li></ul>
    26. 26. Flickr/YouTube: your media room <ul><li>Extend your brand in multimedia - boost your search results </li></ul>
    27. 27. Basic rule of engagement Infrastructure Cost is Falling Don’t “do” social media until: You understand why… You understand how… You understand where…
    28. 28. The Link for Women diligence “ women’s network Portland”
    29. 29. Houston, we have a problem “ women’s network Portland”
    30. 30. What people see
    31. 31. What spiders see
    32. 32. 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?
    33. 33. The Link for Women’s Priorities <ul><li>Our Mission: build community - go online! </li></ul><ul><li>Discover keywords, competition </li></ul><ul><li>Get the web site in order for people and spiders </li></ul><ul><li>Blog for thought leadership, build community </li></ul><ul><li>Tweet to extend awareness, build community </li></ul>
    34. 34. Now I’m Listening… Janet Johnson [email_address] Blog: www. janetleejohnson .com Twitter: @janetleejohnson 503.807.8964