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©2009 Jennifer Lindsay. All rights reserved.
Social Media Means Business
Jennifer Lindsay
August 4, 2009
©2009 Jennifer Lindsay. All rights reserved. 2
Why You Should
Care About Your
Online Presence
The Basics and
Best Practice...
©2009 Jennifer Lindsay. All rights reserved. 3
Why You Should Care About Your
Online Presence
1
The new marketplace
©2009 Jennifer Lindsay. All rights reserved. 4
It’s All About Being ‘Found’
 “People don’t go to web
sites anymore. Web s...
©2009 Jennifer Lindsay. All rights reserved. 5
Which Online Presence?
2
Personal vs. Professional
©2009 Jennifer Lindsay. All rights reserved. 6
Personal vs. Professional
 Each social network has its own unspoken ‘rules...
©2009 Jennifer Lindsay. All rights reserved. 7
Selling To C-Levels
3
Why your boss should care and back you
©2009 Jennifer Lindsay. All rights reserved. 8
Selling To C-Levels
 Data, data, data: Every decision you make should be
r...
©2009 Jennifer Lindsay. All rights reserved. 9
The Basics & Best Practices
4
The “right” way to engage
©2009 Jennifer Lindsay. All rights reserved. 10
Corporate Blogging
 Benefits:
– SEO: Search, at its most basic level, is ...
©2009 Jennifer Lindsay. All rights reserved. 11
Corporate Blogging Best Practices
 Keep it simple. Recommended post lengt...
©2009 Jennifer Lindsay. All rights reserved. 12
Corporate Blogging Best Practices
Further Considerations
 Transparency Is...
©2009 Jennifer Lindsay. All rights reserved. 1313
Commenting Program
 Benefits:
– Allows you to add to the existing dialo...
©2009 Jennifer Lindsay. All rights reserved. 1414
Commenting Program Best Practices
 Comment only when you have something...
©2009 Jennifer Lindsay. All rights reserved. 1515
Micro-Blogging
 Benefits:
– Twitter is important because of its influen...
©2009 Jennifer Lindsay. All rights reserved. 1616
Micro-Blogging Best Practices
Twitter & Beyond
 “Tweet” at least once d...
©2009 Jennifer Lindsay. All rights reserved. 1717
Social Networks
Facebook
 Benefits:
– Facebook has more than 120 millio...
©2009 Jennifer Lindsay. All rights reserved. 1818
 Automate repurposing your content, including blog
posts, video, audio,...
©2009 Jennifer Lindsay. All rights reserved. 1919
Social Networks
 Benefits:
– LinkedIn connects you with 21 million expe...
©2009 Jennifer Lindsay. All rights reserved. 2020
Social Networks Best Practices
LinkedIn
 Represent your company as its ...
©2009 Jennifer Lindsay. All rights reserved.
A couple others to consider…
©2009 Jennifer Lindsay. All rights reserved. 2222
Business Sharing
 Benefits:
– If you can access the Internet, you can a...
©2009 Jennifer Lindsay. All rights reserved. 2323
User-Generated Content
 Benefits:
– You can add links to related busine...
©2009 Jennifer Lindsay. All rights reserved.
Jennifer Lindsay
Media Strategist. Speaker. Educator. New Media Guru.
me@jenn...
©2009 Jennifer Lindsay. All rights reserved.
Social MediaMeans $$$
©2009 Jennifer Lindsay. All rights reserved.
Fin
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Learn How To Utilize Social Networking Tools (Facebook and LinkedIn) For Business

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

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  • 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.
  • 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.
  • 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
  • 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.
    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.
  • 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.
  • Company profile vs Personal profile
    Groups
    Fan pages
    How to gather a crowd
  • 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.
  • 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.
  • Transcript of "Learn How To Utilize Social Networking Tools (Facebook and LinkedIn) For Business"

    1. 1. ©2009 Jennifer Lindsay. All rights reserved. Social Media Means Business Jennifer Lindsay August 4, 2009
    2. 2. ©2009 Jennifer Lindsay. All rights reserved. 2 Why You Should Care About Your Online Presence The Basics and Best Practices 2 3 1 4 Selling to C-Levels Which Online Presence?
    3. 3. ©2009 Jennifer Lindsay. All rights reserved. 3 Why You Should Care About Your Online Presence 1 The new marketplace
    4. 4. ©2009 Jennifer Lindsay. All rights reserved. 4 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
    5. 5. ©2009 Jennifer Lindsay. All rights reserved. 5 Which Online Presence? 2 Personal vs. Professional
    6. 6. ©2009 Jennifer Lindsay. All rights reserved. 6 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.
    7. 7. ©2009 Jennifer Lindsay. All rights reserved. 7 Selling To C-Levels 3 Why your boss should care and back you
    8. 8. ©2009 Jennifer Lindsay. All rights reserved. 8 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?
    9. 9. ©2009 Jennifer Lindsay. All rights reserved. 9 The Basics & Best Practices 4 The “right” way to engage
    10. 10. ©2009 Jennifer Lindsay. All rights reserved. 10 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.
    11. 11. ©2009 Jennifer Lindsay. All rights reserved. 11 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.
    12. 12. ©2009 Jennifer Lindsay. All rights reserved. 12 Corporate Blogging Best Practices Further Considerations  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
    13. 13. ©2009 Jennifer Lindsay. All rights reserved. 1313 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.
    14. 14. ©2009 Jennifer Lindsay. All rights reserved. 1414 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.
    15. 15. ©2009 Jennifer Lindsay. All rights reserved. 1515 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
    16. 16. ©2009 Jennifer Lindsay. All rights reserved. 1616 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.
    17. 17. ©2009 Jennifer Lindsay. All rights reserved. 1717 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.
    18. 18. ©2009 Jennifer Lindsay. All rights reserved. 1818  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
    19. 19. ©2009 Jennifer Lindsay. All rights reserved. 1919 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
    20. 20. ©2009 Jennifer Lindsay. All rights reserved. 2020 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.
    21. 21. ©2009 Jennifer Lindsay. All rights reserved. A couple others to consider…
    22. 22. ©2009 Jennifer Lindsay. All rights reserved. 2222 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
    23. 23. ©2009 Jennifer Lindsay. All rights reserved. 2323 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
    24. 24. ©2009 Jennifer Lindsay. All rights reserved. Jennifer Lindsay Media Strategist. Speaker. Educator. New Media Guru. me@jenniferlindsay.com | jenniferlindsay.com @jennifered | Podcast | LinkedIn | Facebook Available for consulting projects. You’ve Been Listening To… Contact Details
    25. 25. ©2009 Jennifer Lindsay. All rights reserved. Social MediaMeans $$$
    26. 26. ©2009 Jennifer Lindsay. All rights reserved. Fin

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