• Save

Loading…

Flash Player 9 (or above) is needed to view presentations.
We have detected that you do not have it on your computer. To install it, go here.

Like this presentation? Why not share!

Learn How To Utilize Social Networking Tools (Facebook and LinkedIn) For Business

on

  • 720 views

Presentation for CoreNet Northern California Chapter: Young Leaders at the Teknion Showroom (88 Kearny St., 15th Floor) in San Francisco on August 4, 2009.

Presentation for CoreNet Northern California Chapter: Young Leaders at the Teknion Showroom (88 Kearny St., 15th Floor) in San Francisco on August 4, 2009.

Statistics

Views

Total Views
720
Views on SlideShare
719
Embed Views
1

Actions

Likes
0
Downloads
0
Comments
0

1 Embed 1

http://www.bloggen.be 1

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment
  • ©2009 Eastwick Communications. All rights reserved.
  • ©2009 Eastwick Communications. All rights reserved.
  • ©2009 Eastwick Communications. All rights reserved.
  • ©2009 Eastwick Communications. All rights reserved.
  • ©2009 Eastwick Communications. All rights reserved.
  • ©2009 Eastwick Communications. All rights reserved.
  • ©2009 Eastwick Communications. All rights reserved.
  • ©2009 Eastwick Communications. All rights reserved.
  • ©2009 Eastwick Communications. All rights reserved.
  • ©2009 Eastwick Communications. All rights reserved. SEO: Search, at it’s most basic level, is dependent on content. Because of resource and monetary considerations, even the most well-crafted Web site is not conducive to continual content updates. Corporate blogging during a recession isn’t a social proposition; it’s an economic one. Consumer spending might be slowing, but Internet search is alive and well. And now is the perfect time for your voice to be heard above the din – without breaking your company’s budget.
  • ©2009 Eastwick Communications. All rights reserved. Keep it simple. Recommended post length is 150-175 words. Posts over 200 words should be used in other strategic ways, generally for lead generation. Anyone can do it. The best blogs use ‘subject matter experts’ under the umbrella of a topic area, or tag, to keep it current, diverse and relevant. Because anyone can do it, there must be rules. Blogging policies should be in place for employee activity on and off the official company blog. Rich media is a winner. Using Facebook as an indicator, users are 70 percent more likely to engage with posted content if there’s video. If the video has sharing features (e.g. embed code), bloggers are more likely to pickup the post for the same reason. Which reminds me, all client video should be branded with top, tail and bug treatment. Keep it to 3 to 5 minutes. SEO is key. Corporate blogs are not keenly followed or written about today, one of the biggest contributions they can make to a company/brand is SEO, ideally driving SEM spend down.
  • ©2009 Eastwick Communications. All rights reserved. Transparency Build community Consistency Make it easy to use Be committed Take the good with the bad Admit mistakes Make a policy Have a strategy and specific goals
  • ©2009 Eastwick Communications. All rights reserved. ©2008 Eastwick Communications. All rights reserved. Benefits: A llows you to add to the existing dialogue. Increases your online presence. Broadcast your message on posts of targeted interest. Increase the number of trackbacks your blog and site. Recommended Tools: Look for appropriate places to comment at least 1x weekly. Provide detailed company and/or product information. Have comment replies emailed to you – return to the post to clarify or acknowledge any company-related comments. Target industries and publications to comment on – be sure there is supporting content on your site.
  • ©2009 Eastwick Communications. All rights reserved. ©2008 Eastwick Communications. All rights reserved.
  • ©2009 Eastwick Communications. All rights reserved. ©2008 Eastwick Communications. All rights reserved.
  • ©2009 Eastwick Communications. All rights reserved. ©2008 Eastwick Communications. All rights reserved. Posts should include: Headline and link to all positive coverage. Headline and link to all press releases. Headline and link to all events, webinars & product demos. If a feed of this activity can be created, this can be automated as well. “Tweet” at least once daily. Think about broadcasting your key messages. This can be automated. Promptly reply to “Replies” or “Direct Messages.” It is considered rude if you don’t. Using a micro-blogging desktop application can help you manage. Use a Twitter “badge” on your site to promote your Twitter presence and encourage people to follow you. Learn to use Twitter search to track who is talking about your brand. Engage with key customers and potential customers who are talking about your company by replying to their posts by messaging them or direct messaging them.
  • ©2009 Eastwick Communications. All rights reserved. ©2008 Eastwick Communications. All rights reserved.
  • ©2009 Eastwick Communications. All rights reserved. ©2008 Eastwick Communications. All rights reserved. Company profile vs Personal profile Groups Fan pages How to gather a crowd
  • ©2009 Eastwick Communications. All rights reserved. ©2008 Eastwick Communications. All rights reserved.
  • ©2009 Eastwick Communications. All rights reserved. ©2008 Eastwick Communications. All rights reserved. Identify and train a group of employees – such as members of the blog team, key product managers, or technical support staff – to be positioned as your company’s team of subject matter experts on LinkedIn.
  • ©2009 Eastwick Communications. All rights reserved. ©2008 Eastwick Communications. All rights reserved. Benefits: If you can access the the Internet, you can access your presentations. It can be a good backup for a lost/malfunctioning flash drive (or storage for those without a flash drive). Doing a group presentation? Everyone can access the file (no emailing large PowerPoint files to group members; no excuses for not practicing). You can make the slideshow public, or restrict viewing to a “private” list so only you and your chosen contacts can view/present it. Save paper. Instead of printing the presentation, give your audience the URL to it. You can embed your slideshow into your own blogs and Web sites and post it to social networking sites.
  • ©2009 Eastwick Communications. All rights reserved. ©2008 Eastwick Communications. All rights reserved.

Learn How To Utilize Social Networking Tools (Facebook and LinkedIn) For Business Learn How To Utilize Social Networking Tools (Facebook and LinkedIn) For Business Presentation Transcript

  • Social Media Means Business Jennifer Lindsay August 4, 2009
  • Why You Should Care About Your Online Presence The Basics and Best Practices Selling to C-Levels Which Online Presence? 2 3 1 4
  • Why You Should Care About Your Online Presence The new marketplace 1
  • It’s All About Being ‘Found’
    • “ People don’t go to web sites anymore. Web sites come to them. This is, perhaps, the best way to explain the impact of search on the online experience.”
      • William Flaiz, Search Engine Watch
    The Power of Search
  • Which Online Presence? Personal vs. Professional 2
  • Personal vs. Professional
    • Each social network has its own unspoken ‘rules’ about personal versus private.
      • Facebook : Spans the most age groups, so learn to use and love their privacy settings.
      • LinkedIn : It’s all open here. If you don’t want connections to see your updates, don’t connect. That includes groups and apps.
      • Twitter : If you want to vet your audience, lock your feed. You will have to grant permission to allow others to follow you.
    • Note: After a certain point, the personal and private become harder and harder to separate. Make sure you remember why you signed up in the first place.
  • Selling To C-Levels Why your boss should care and back you 3
  • Selling To C-Levels
    • Data, data, data: Every decision you make should be rooted in a success you can point to or data that makes the play compelling.
    • Targeted audiences are there – representing all ages and demographics.
    • It’s cheaper and green.
    • ROI vs. ROP: Participants have a financial value, too. The rules of social capital.
    • Why not?
  • The Basics & Best Practices The “right” way to engage 4
  • Corporate Blogging
    • Benefits:
      • SEO : Search, at its most basic level, is dependent on content.
      • Company Web sites are not conducive to continual content updates ; blogging is.
      • Corporate blogging during a recession isn’t a social proposition; it’s an economic one.
    • Recommended Tools:
      • A solid corporate blogging strategy .
      • Knowledge of your market and competition.
      • Company Internet Postings Policy.
  • Corporate Blogging Best Practices
    • Keep it simple. Recommended post length is 150-175 words.
    • Anyone can do it. The best blogs use ‘subject matter experts.’
    • Because anyone can do it, there must be rules.
    • Rich media is a winner. Users are more likely to click on your content if there’s video or images.
    • SEO is key. Consumer spending might be slowing, but Internet search is alive and well.
    • Transparency Is Essential:
      • Be Authentic
      • Admit Mistakes
    • Take The Good With The Bad
    • Be Consistent & Post Frequently:
      • Make It Easy To Use
      • Be Committed
    • Have a Strategy & Specific Goals
      • Build Community
    • Put a Policy in Place Before You Start
    Corporate Blogging Best Practices Further Considerations
  • Commenting Program
    • Benefits:
      • Allows you to add to the existing dialogue.
      • Increases your online presence.
      • Broadcast your message on posts of targeted interest.
      • Increase the number of trackbacks your blog and site.
    • Recommendations:
      • Look for appropriate places to comment at least 1x weekly.
      • Provide detailed company and/or product information.
      • Have comment replies emailed to you – return to the post to clarify or acknowledge any company-related comments.
      • Target industries and publications to comment on – be sure there is supporting content on your site.
  • Commenting Program Best Practices
    • Comment only when you have something relevant to add to the discourse.
    • Always identify who you are : Include your full name, title, company, link back to your (or site) blog and email address.
    • Reference company keywords and detailed product information whenever possible, but authentically.
    • Keep track of responses and weigh in again when it makes sense.
    • Never ‘go negative.’ If you have nothing to add, you shouldn’t post a comment. Period.
    • Don’t have others post on your behalf.
  • Micro-Blogging
    • Benefits:
      • Twitter is important because of its influence. Think: 10 key influencers x 100 = 1,000.
      • Builds brand awareness.
      • Allows you to engage with customers.
      • Can assist in lead generation.
      • Great way to stay in front of your ECOsystem.
    • Recommendations:
      • Set up a company Twitter account.
      • Find and follow key influencers.
      • Post the title and link to all your blog entries.
    Twitter & Beyond
  • Micro-Blogging Best Practices Twitter & Beyond
    • “ Tweet” at least once daily. This can be automated.
    • Promptly reply to “Replies” or “Direct Messages.” Using a micro-blogging desktop application can help you manage.
    • Use a Twitter “badge” on your site.
    • Learn to use Twitter search to track who is talking about your brand or market.
    • Engage with key customers and prospects.
    • Be transparent about who you are and your company.
  • Social Networks Facebook
    • Benefits:
      • Facebook has more than 120 million daily active users.
      • Initiate community building.
      • Nurture community by delivering interesting content regularly.
      • Engage community to build loyalty and grow.
    • Recommendations:
      • Create, build and publish Facebook page (not group).
      • Enable email signups for your newsletters.
      • Become a ‘fan’ and ask customers and employees to do the same.
    • Automate repurposing your content, including blog posts, video, audio, webinars, PDFs and photos.
    • Enable two-way features such as the wall, discussions and user reviews.
    • Create contests and story sharing about product use.
    • Check the page at least once daily and respond to comments , as appropriate, on your wall, discussion board and reviews areas.
    Social Networks Best Practices Facebook
  • Social Networks
    • Benefits:
      • LinkedIn connects you with 21 million experienced professionals, representing 150 industries.
      • Promoting your company’s expertise and talent.
      • Emphasizing your company’s focus on accessibility and customer satisfaction.
      • Increase brand awareness and goodwill among purchasing decision-makers, potential partners and recruits.
    • Recommendations:
      • Leverage the platform, reputation and audience of LinkedIn Answers and LinkedIn Groups to emphasize your company’s credibility as an expert industry resource.
    LinkedIn
  • Social Networks Best Practices LinkedIn
    • Represent your company as its subject matter expert.
    • Search for Q&A specifically around your company and its competitors to make yourself accessible and correct misperceptions.
    • Create an “official” LinkedIn Group .
    • Customize the text description on your company profile.
    • Make sure all of your interactions are authentic and genuine; showcase your expertise and authority.
  • A couple others to consider…
  • Business Sharing
    • Benefits:
      • If you can access the Internet, you can access your presentations.
      • Doing a group presentation? Everyone can access the file.
      • Save paper. Instead of printing the presentation, give your audience the URL to it.
    • Best Practices:
      • Decide if you want the slideshow to be public, or restrict viewing to a “private” list. Be careful.
      • Embed your shared slideshows into your own blog and Web site and post it to social networking sites.
    SlideShare & Scribd
  • User-Generated Content
    • Benefits:
      • You can add links to related business topics currently totaling more than 200 subjects.
      • Content is available to the entire Business Week online audience currently totaling over 9 million viewers per month.
      • When a reader clicks on a post they are taken to the original blog and related post (could be your site!).
      • Business Week intends on continuously adding and improving the “exchange” functions, features and offerings to accommodate both readers and contributors.
    • Best Practices:
      • Connect with other contributors and top users.
      • Save information posted there for future reference.
      • Add information from your site to the exchange and the related post traffic will be tagged by search engines.
    BusinessWeek Exchange
  • Jennifer Lindsay Media Strategist. Speaker. Educator. New Media Guru. [email_address] .com | jenniferlindsay.com @jennifered | Podcast | LinkedIn | Facebook Available for consulting projects. You’ve Been Listening To… Contact Details
  • Social Media Means $$$
  • Fin