You're a Rock Star: Building Thought Leadership Through Social Networking

You’re a Rock Star Building Thought Leadership Through Social networking AMCF 06/25/09

AGenda 1. The Rise of Social networks 2. The Business Case for Social networking 3. INbound Marketing and SEO 4. planning Your Personal Brand BREAK 5. Building Thought Leadership with Content 6. Case Studies LUNCH

AGenda 7. Social Listening Lab 8. Blogging Lab 9. Blog Promotion Lab BREAK 10. Linkedin Lab 11. Twitter Lab ADJOURN

I Will Tell You The Truth. Today’s Truth.

We’re All In This Together

The World According to Social media

The World According to Social media China

The World According to Social media China India

The World According to Social media China India United States

The World According to Social media China India United States Indonesia

It’s Not Just Kids 75% of internet users engage in some form of social media

Social Networks Close the Gap

ConnectIons Not Driven By Geography or Circumstance

Social Networks ARen’t New

Social Relationship Scale

AGenda 1. The Rise of Social networks 2. The Business Case for Social networking 3. Inbound Marketing and SEO 4. planning Your Personal Brand BREAK 5. Building Thought Leadership with Content 6. Case Studies LUNCH

Why Social Networking is Smart Business

It’s Not What You Know, It’s Who You Know

$948

$948 Value of each business email contact in annualized revenue

Companies Are Creating Communities

but They Want to Keep Control

Brand-Owned Community http://idc-insights-community.com/pages/home

Brand-Owned Community http://greendotlife.com

Social Media Is about 1 thing: Humanization

Social Capital Is Accrued by Individuals, And Loaned to Brands

With community members more willing to listen to peers than seek advice from a vendor's sales representative, bad vendor behavior will repel prospects and customers like milk gone sour.

Make Yourself a Peer, Not a Sales Representative

More Readers Than Employer, More Followers Than Employer. More Impactful Than Employer?

Yes. Your Customers Use Social Networks

Social Media Users Are Not Homogenous

B2b Buyers Social Technographics

AGenda 1. The Rise of Social networks 2. The Business Case for Social networking 3. Social networking and Inbound Marketing 4. planning Your Personal Brand BREAK 5. Tools of the Trade 6. Case Studies LUNCH

Inbound Marketing - Be Found

Traditional Marketing is About Targeting and Interruption TV, Radio, Print, Cold Calls, Trade Shows

But Consumers Can Ignore Most Traditional Tactics And When Reached Outside Buying Cycle, Can be Annoyed

Inbound Marketing Focuses on Hand Raisers Don’t Sell, Solve Problems

Inbound marketing Advantages 1. Little Media Costs 2. Minimal Production Costs 3. Almost 100% Targeted 4. Higher Conversion Rates 5. Beneﬁts Are Cumulative 6. Comparatively Easy to Measure 7. Semi-Democratic

The marketing Funnel is a Myth

You Have to Step in Front of All Relevant Trains

Inbound Marketing Requires Long Tail

SEO IS Best Way to Drive Inbound Marketing

Search Term Research

Search Term Research google.com/insights/search

Search Term Research google.com/trends

Search Term Research wordtracker.com

Build Keyword Density

Order of Importance Of Content for On-Page SEO 1. URL (3-5 words, with search term) 2. Title (70 characters or Fewer, with search term) 3. Headline (Hi) (search term +) 4. Subhead (H2) (search term +) 5. Body Text (Bold, First Line) 6. Alt Image (Describe Image + Search Term) 7. Links (Internal, to Strong pages) 8. Description (180 Characters or Fewer, With Search Term) 9. Keywords (10 or Fewer, Match Page Content)

Search Results Monitoring authoritylabs.com

Search Best Practices Reporting website.grader.com

Social networks Support Your Content

Pick Your Horses

Overlapping Presences

Create Outposts to Interact With Prospects. Fish Where the Fish Are

The New Big 3

Create Frontiers To Reach Inﬂuencers Or To Showcase Great Content

Think Vertical 226 Groups with “Arizona” in Name

Create Good Proﬁles 1. REal Name 2. Real Photo (Smile) 3. Interesting, But Not Too Interesting 4. Be Keyword Smart 5. LInk To Your Content

Create Good Proﬁles

Reality is Memorable. Show Both Sides of Yourself.

Understand Your Spheres Social Media PR Phoenix Music Flagstaff Food & Wine

Build Hooks

Get Active

Social Networking Tips 1. Add Value 2. Share (8x1) 3. Be Personal 4. Ask 5. Don’t Try To “Game” The System

Social Media Laboratory

Everyone Has Expertise. What’s Yours?

Atomize And Distribute Content

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Blog scottmonty.com

Video Blogs hubspot.tv vimeo.com viddler.com youtube.com 12seconds.tv

EBooks http://www.workshifting.com/ citrix_online_w3c_report.pdf

Podcasts http://www.netqos.com/resourceroom/ podcasts/index.html

Webinars offmadisonave.com/webinars

Slideshare slideshare.net

Linkedin Answers linkedin.com/answers

Yahoo! Answers answers.yahoo.com

Hunch hunch.com

Wikipedia wikipedia.com

Google Knol knol.google.com

Squidoo squidoo.com

Yelp, etc. yelp.com

Web Content and Tools

AGenda 7. Social Listening Lab 8. Blogging Lab 9. Blog Promotion Lab BREAK 10. Linkedin Lab 11. Twitter Lab ADJOURN

It’s Easier to Find Trains When You Hear Them Coming

If you don’t put your head in the sand, you won’t get any in your eyes

Social Media Makes Bad news Good News

Easy Listening

Set Up RSS Listening Post

Set Up RSS Listening Post google.com /reader

Set Up RSS Listening Post

Set Up RSS Listening Post netvibes.com

Key Ingredients

Key Ingredients search.twitter.com

Key Ingredients

Key Ingredients blogsearch.google.com

Key Ingredients

Key Ingredients socialmention.com

Key Ingredients

Key Ingredients backtype.com

Key Ingredients

Key Ingredients boardreader.com

Alerts

Alerts tweetbeep.com google.com/alerts

AGenda 7. Social Listening Lab 8. Blogging Lab 9. Blog PRomotion Lab BREAK 10. Linkedin Lab 11. Twitter Lab ADJOURN

Don’t Be Scared of Blogging

Are You Ready To Blog? 1. Why Do You Want To? 2. Who Is Your Audience, Speciﬁcally? 3. What Is Your Blog About? 4. Are You a Writer, Or Something Else? 5. Do You Have 20 Headlines? 6. What Similar Blogs Exist? 7. How Frequently Can You Commit? 8. What Does Success Look Like?

Own or Deﬁne a Category workshifting.com

Setting Up a Blog Is Easy 1. Free vs. Paid (Go With paid) 2. We Recommend Wordpress 3. Get Your Own Domain 4. Be Keyword Smart 5. Add A Little Color 6. Don’t Sweat The Small Stuff At First

Keyword-rich Title Short URL Descriptive Tagline Humanizing Photo Clear Navigation Obvious Search Strong Calls to Action Credibility Boosters Omni-present Bio Images Atomized Content Lots of space, easy to read Omni-present Contact Info Subheads Anatomy of a Good Blog

The Difference Between Audience and Community Is The Direction of the Chairs

W FACT Welcome Facilitate Answer Connect Thank

It’s About Them, Not You STart With a Question End With a Question Leave Post Unﬁnished Take a Position Answer Comments

Blogging Is PUblishing

Create an Editorial Calendar

Vary Content, LIke a magazine 1. Mix Trends, How-Tos, and Case Studies 2. Mix Feature-Length and Short 3. Mix Timely With Timeless 4. Mix Text With Video 5. Mix Positive With Negative 6. Mix Personal With Professional 7. Find A Signature

chrisbrogan.com 20 Blog Post Ideas 1. What challenges are my potential customers facing. Do I have any advice? 2. What have I read lately? What points were interesting? Can I add to it? 3. What bugs me? Can I write about another way to approach it? 4. Who do I admire? Can I write something about them that explains how to emulate those traits? 5. What has the potential of helping (hurting) me or my community in the coming months? Are there possible ways out of it? 6. What kinds of tools are missing from my environment that would help things along? 7. Which companies or parts of an industry might benefit from my ideas? 8. How do other industries compare to what my community is thinking about? 9. What kinds of thoughts will inspire my audience to contact me (or support a cause, or buy your product, or support your interests)? 10. What do I want to know that I can ask my community?

chrisbrogan.com 20 Blog Post Ideas 11. How ___ is like _____. 12. __ Ways to Convince the Boss to Try ____. 13. How do I _______? 14. Here are some new ways to ________. 15. My personal recipe for ______. 16. If I ran the _____. 17. Three improvements to your company’s _______. 18. Your first steps into ______. 19. If you find yourself stuck, try _____. 20. Restarting now would _____.

Blog Post Ingredients 1. HeAdline 2. Main Point 3. Secondary Points 4. Search Term 5. Subheads 6. PHotos/Art 7. Resources, etc. 8. Call to Action

Blog Post Headlines 1. 120 Characters 2. Challenge Wisdom 3. Numbers/Lists 4. Unexpected, Action Words 5. Keywords

120,000 new blogs per day

The Bad News “Serious” journalism will die Media will be dominated by personalities, opinions Coverage will be cursory, instant, and increasingly salacious

For Every Hour You Spend Writing, Spend 3+ Promoting

Media Comes to Us, Not Us to them

GreATER Access To Media

Delivered Right to Your INbox helpareporter.com

Media Directory muckrack.com

The New Press Release pitchengine.com

Driving Awareness With Blo Comments

Track Success with URL Shorteners budurl.com

Track Success with URL Shorteners bit.ly

Where to Comment? blogsearch.google.com

Linkedin - Often Overlooked

Linkedin Tips 1. Use Email or Twitter With Last Name 2. Complete Entire Proﬁle 3. LInk to Blog RSS 4. Use Applications 5. Invite Everyone 6. ﬁnd Old Connections in Search 7. Browse and Find Connections of Your Connections

Linkedin Tips 8. Liberally Provide and Request Recommendations 9. Use LInkedin Messages to Break Through Clutter 10. Use Answers 11. Use Search to Find Prospect Contacts 12. Use Search to Find Background Info

Linkedin Groups - Start One?

Twitter - Changing the nature of Connections It’s a community, Not a Megaphone Be Helpful First RT and H/T Liberally, and Give Credit Remember For Whom You’re Working

BuffsRawlinson: @pennyedwards consulting outﬁts like McKinsey, Accenture sell 'pre packed models' globally & when they fail use complexity models as excuse Glassdoor_buzz: A.T. Kearney Management Consulting Associate "Not a good place to be" http://bit.ly/6jyJV

Building Connections Takes Time

Finding Connections

Finding Connections twellow.com

Finding Connections mrtweet.com

Twitter Command Center tweetdeck.com

staged Tweets, Multi-Proﬁles hootsuite.com

ID Inﬂuencers twitter.grader.com

Connect With Inﬂuencers xefer.com

6 Dangerous Fallacies

It’s Inexpensive

It’s Inexpensive It’s Fast

It’s Inexpensive It’s Fast It’s Viral

It’s Inexpensive It’s Fast It’s Viral You Can’t Measure

It’s Inexpensive It’s Fast It’s Viral You Can’t Measure It’s Optional

It’s Inexpensive It’s Fast It’s Viral You Can’t Measure It’s Optional It’s hard

JASON BAER Convince and Convert www.convinceandconvert.com/feed @jaybaer Elizabeth Sosnow Bliss PR www.blisspr.com @elizabethsosnow

You're a Rock Star: Building Thought Leadership Through Social Networking

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