Social Networking 201: Building Your Online Presence For Business

Agenda Introductions Objectives Top Five Reasons for Using Social Networks for Business Using the Tools Business Success Stories Breakout Sessions: Business to Business Business to Consumer Personal Branding

Introductions

Objectives

Top Five Reasons for Using Social Networks for Business

Using the Tools

Business Success Stories

Breakout Sessions:

Business to Business

Business to Consumer

Personal Branding

Who are we?

Marijean Jaggers

A little about YOU

YOUR Objections

Objectives of this Workshop Enhanced knowledge of how to use the tools of social networking as applied to your business Learn more efficient ways to engage in social media Learn where to focus your time and effort using social networking

Enhanced knowledge of how to use the tools of social networking as applied to your business

Learn more efficient ways to engage in social media

Learn where to focus your time and effort using social networking

Top Five Reasons to Use Social Networks Find a (new, better) job Learn more about your industry (be smarter and more valuable at work) Let people get to know you (your capabilities, your business, your passion) Give people a way to easily find and connect with you (for your business, for opportunities, as a friend) Connect with others with similar interests

Find a (new, better) job

Learn more about your industry (be smarter and more valuable at work)

Let people get to know you (your capabilities, your business, your passion)

Give people a way to easily find and connect with you (for your business, for opportunities, as a friend)

Connect with others with similar interests

Find a New, (or Better) Job It is who you know. Make your resume easily searchable. Ask for introductions. Request endorsements and offer them to others. Keep your name top-of-mind with connectors and people who may be hiring.

It is who you know.

Make your resume easily searchable.

Ask for introductions.

Request endorsements and offer them to others.

Keep your name top-of-mind with connectors and people who may be hiring.

Learn more about your industry Be the first in your industry to know about industry news & updates Connect with other experts and share relevant links and articles Learn more about your industry through open dialogue with those inside your industry but also with those who are outside, looking in

Be the first in your industry to know about industry news & updates

Connect with other experts and share relevant links and articles

Learn more about your industry through open dialogue with those inside your industry but also with those who are outside, looking in

Let people get to know you Build Rapport and Trust Remind people about what you do and who might be a potential client Allow people to see the face behind the business. People want to do business with other PEOPLE, not with companies Allow people to see your personality, beyond the workplace

Build Rapport and Trust

Remind people about what you do and who might be a potential client

Allow people to see the face behind the business. People want to do business with other PEOPLE, not with companies

Allow people to see your personality, beyond the workplace

Give people a way to easily find and connect with you Register your name & identity before someone else does! Give people several different ways to find and connect with you, so that they can do what is easiest and most convenient

Register your name & identity before someone else does!

Give people several different ways to find and connect with you, so that they can do what is easiest and most convenient

Many small businesses use social media as exposure mechanism The predominant tools which are used are LinkedIn Twitter Facebook Blogs The goal is to put a human face on relationships with your business and give people an impression of what working with you would be like Most social marketers view social media as a validator of expertise and a risk reduction mechanism rather than a direct marketing tool Can also lead to being viewed as a source of credibility by the media Give Yourself a Platform for Others to Connect to You Source: “Social Networking Tools Gain Ground with Business Leaders.” Available at http://caas.tmcnet.com/topics/web-2/articles/54720-social-networking-tools-gaining-ground-with- business-users.htm

Many small businesses use social media as exposure mechanism

The predominant tools which are used are

LinkedIn

Twitter

Facebook

Blogs

The goal is to put a human face on relationships with your business and give people an impression of what working with you would be like

Most social marketers view social media as a validator of expertise and a risk reduction mechanism rather than a direct marketing tool

Can also lead to being viewed as a source of credibility by the media

Find people in companies who you want to target LinkedIn Connection Example

Find people in companies who you want to target

Find people you know in targeted companies LinkedIn Connection Example

Find people you know in targeted companies

Connect with others with similar interests Connect to people who share your interests, not just professional, but personal Give people an opportunity to see who you are, beyond just your job Find many resources for your hobbies and passions

Connect to people who share your interests, not just professional, but personal

Give people an opportunity to see who you are, beyond just your job

Find many resources for your hobbies and passions

Find like-minded people who are experts in your industry Find those who might be interested in what you have to say The predominant tools which are used are LinkedIn Twitter With LinkedIn, combine the use of search and your own networks to find others and connect with them With Twitter, search for common terms of interest and find people who write about similar activities Connect With Others With Similar Interests

Find like-minded people who are experts in your industry

Find those who might be interested in what you have to say

The predominant tools which are used are

LinkedIn

Twitter

With LinkedIn, combine the use of search and your own networks to find others and connect with them

With Twitter, search for common terms of interest and find people who write about similar activities

Maintaining a recruiting and contracting channel to find needed talent (LinkedIn, Twitter) Finding out what your customers think about your product/service/you (Twitter, Facebook fan pages) Collaboration among geographically separated employees and customers (Yammer) Knowledge management (Ning, Slinkset, del.icio.us) Sharing presentations (SlideShare) Sharing documents (Google Documents, Scribd) Quick and easy collaboration (Dabbleboard) What Business Problems Can Social Media Solve? Source: “Social Networking Tools – Why Your Business Should be Using Them” Available at http://outthink.co.za

Maintaining a recruiting and contracting channel to find needed talent (LinkedIn, Twitter)

Finding out what your customers think about your product/service/you (Twitter, Facebook fan pages)

Collaboration among geographically separated employees and customers (Yammer)

Knowledge management (Ning, Slinkset, del.icio.us)

Sharing presentations (SlideShare)

Sharing documents (Google Documents, Scribd)

Quick and easy collaboration (Dabbleboard)

People make purchasing decisions based on knowledge of a brand Social networking is not your silver bullet to drive business development Beginners tend to use social media 2 hours/week; experts tend to use it 20 hours/week Social media can drive targeted brand exposure for significantly lower cost Social Media “ Social media, is by its nature, bottom-up. For an organization to try and force a dialogue online via social media top-down is like trying to be cool. Nine times out of ten - you’re going to look like a [expletive].” - Aaron Cruikshank

People make purchasing decisions based on knowledge of a brand

Social networking is not your silver bullet to drive business development

Beginners tend to use social media 2 hours/week; experts tend to use it 20 hours/week

Social media can drive targeted brand exposure for significantly lower cost

Social Networking: Objections I don’t have time. I don’t know where to draw the line between personal and business connections. There are people out there with whom I do not want to reconnect. I’m concerned about privacy. I want to be sure there’s a return on investment.

I don’t have time.

I don’t know where to draw the line between personal and business connections.

There are people out there with whom I do not want to reconnect.

I’m concerned about privacy.

I want to be sure there’s a return on investment.

Facebook -- Overview Facebook has several different useful options; personal profiles, fan pages, group pages, target marketing, fliers, event pages, and more Facebook is one of the best ways to connect your personality and individuality with your company and industry- bring a face to your professional presence Great information resource and a useful way to generate dialogue

Facebook has several different useful options; personal profiles, fan pages, group pages, target marketing, fliers, event pages, and more

Facebook is one of the best ways to connect your personality and individuality with your company and industry- bring a face to your professional presence

Great information resource and a useful way to generate dialogue

Facebook’s demographics 200 million active users in April, 2009 Over 70% of current users return daily Facebook projects that by 2010, 75% of worldwide users will be outside of college In March 2009, there were over 91 million unique visitors Mark Zuckerberg says they have over 25 million people accessing the site via their mobile devices on a monthly basis Source: Facebook

200 million active users in April, 2009

Over 70% of current users return daily

Facebook projects that by 2010, 75% of worldwide users will be outside of college

In March 2009, there were over 91 million unique visitors

Mark Zuckerberg says they have over 25 million people accessing the site via their mobile devices on a monthly basis

A drill down of Facebook’s US demographics 56.3% female 69.4% have some college education 24% are non-white 44% work as professionals, executives, sales, education, or technical 12% are full time students 32% have children under 16 Source: Nielsen//NetRatings

56.3% female

69.4% have some college education

24% are non-white

44% work as professionals, executives, sales, education, or technical

12% are full time students

32% have children under 16

Facebook: Personal Profile You may set your privacy settings so that you have different groups of friends, each of which who see your profile differently- you may limit what a specific group sees, if you are uncomfortable with them seeing your full profile (Photos, Wall, Contact Information, Etc) Settings > Privacy > Profile

You may set your privacy settings so that you have different groups of friends, each of which who see your profile differently- you may limit what a specific group sees, if you are uncomfortable with them seeing your full profile (Photos, Wall, Contact Information, Etc)

Settings > Privacy > Profile

Facebook: Personal Profile You may then test your groups to make sure people are only seeing what you intended Settings > Privacy > Profile > “See How Your Friends See Your Profile”

You may then test your groups to make sure people are only seeing what you intended

Settings > Privacy > Profile > “See How Your Friends See Your Profile”

Facebook Advertising

Facebook standard ad sales

Targeting beyond demographics

Facebook’s NewsFeed Ads insert targeted messages 4-26% return for sponsored News Feed stories

Facebook Flyers give self-service control

Recommendations Facebook marketing is about communicating, not advertising – so act appropriately Be a part of the Facebook experience More like content than advertising Tap into the reasons why friends share Listen, learn, and be ready to make mistakes

Facebook marketing is about communicating, not advertising – so act appropriately

Be a part of the Facebook experience

More like content than advertising

Tap into the reasons why friends share

Listen, learn, and be ready to make mistakes

LinkedIn A business-oriented social networking site An interconnected network of professionals in more than 170 industries and 200 countries The average age of the LinkedIn user is 41 Average salary is $110,000 Men and the 24-35 year-old demographic are more likely to use LinkedIn

A business-oriented social networking site

An interconnected network of professionals in more than 170 industries and 200 countries

The average age of the LinkedIn user is 41

Average salary is $110,000

Men and the 24-35 year-old demographic are more likely to use LinkedIn

Ning Ning is an online platform for users to create their own social websites and social networks www.ning.com Virtual Chamber of Commerce http://fcaacc.ning.com/ UVA Social Network http://hoohasit.ning.com/

Ning is an online platform for users to create their own social websites and social networks www.ning.com

Virtual Chamber of Commerce http://fcaacc.ning.com/

UVA Social Network http://hoohasit.ning.com/

Setting Up Your Website Make a decision on domain name: will you have your own (e.g. http://www.stlworkingmom.com ) or will it be a subdomain of another’s (e.g. http://extempore.livejounal.com ) Subdomains are usually free Independent domains require more work but are usually easier to track and manage If going with a subdomain, follow instructions on the website If going with independent hosting, most providers will register name for you, if it’s available

Make a decision on domain name: will you have your own (e.g. http://www.stlworkingmom.com ) or will it be a subdomain of another’s (e.g. http://extempore.livejounal.com )

Subdomains are usually free

Independent domains require more work but are usually easier to track and manage

If going with a subdomain, follow instructions on the website

If going with independent hosting, most providers will register name for you, if it’s available

Setting Up Your Website Add good content! No point in publicizing an empty website Register yourself as the webmaster with Google Webmaster tools ( http://google.com/webmasters ) Applicable if your own domain

Add good content!

No point in publicizing an empty website

Register yourself as the webmaster with Google Webmaster tools ( http://google.com/webmasters )

Applicable if your own domain

Setting Up Your Website Register your domain with search engines Google ( http://www.google.com/addurl/?continue=/addurl ) Yahoo ( http://siteexplorer.search.yahoo.com/submit ) MSN ( http://search.msn.com/docs/submit.aspx ) Submit blog feed to Feedburner ( http://feedburner.google.com ) When you update your blog, if it is not done automatically (some blog services such as Feedburner do this), use PingoMatic ( http://pingomatic.com/ )

Register your domain with search engines

Google ( http://www.google.com/addurl/?continue=/addurl )

Yahoo ( http://siteexplorer.search.yahoo.com/submit )

MSN ( http://search.msn.com/docs/submit.aspx )

Submit blog feed to Feedburner ( http://feedburner.google.com )

When you update your blog, if it is not done automatically (some blog services such as Feedburner do this), use PingoMatic ( http://pingomatic.com/ )

Setting Up Your Website Track your results with Google Analytics ( http://google.com/analytics )

Track your results with Google Analytics ( http://google.com/analytics )

Blogging Today there are 112 million blogs worldwide. 60-75% of all Web users read blogs (whether they are aware of it or not). A blog is a Web site with updated content, delivered to subscribers via an RSS feed. The sequence of blog content appears with the most recent content at the top of the page. There are an estimated 400 active blogs that originate in Charlottesville. Blogs are used widely by businesses and nonprofits.

Today there are 112 million blogs worldwide.

60-75% of all Web users read blogs (whether they are aware of it or not).

A blog is a Web site with updated content, delivered to subscribers via an RSS feed. The sequence of blog content appears with the most recent content at the top of the page.

There are an estimated 400 active blogs that originate in Charlottesville.

Blogs are used widely by businesses and nonprofits.

How to Set Up a Blog Before You Blog – some considerations Select blogging software: WordPress, Blogger, TypePad, Moveable Type Create a look and feel consistent with your organization’s branding Develop categories for content

Before You Blog – some considerations

Select blogging software: WordPress, Blogger, TypePad, Moveable Type

Create a look and feel consistent with your organization’s branding

Develop categories for content

How to Read Blog Content Use RSS feeds Read feeds in Bloglines or Google Reader Feeds allow you to know when there’s new content, instead of going to sites one by one or receiving new posts via e-mail.

Use RSS feeds

Read feeds in Bloglines or Google Reader

Feeds allow you to know when there’s new content, instead of going to sites one by one or receiving new posts via e-mail.

Twitter in Plain English http://www.commoncraft.com/twitter

http://www.commoncraft.com/twitter

Microblogging service where users submit text-based posts (“tweets”) of up to 140 characters in length sent via The website ( http://www.twitter.com ) Short Message Service (SMS, or “texting”) External applications Senders can restrict delivery of tweets to selected users or can allow anybody to access them Users can choose to follow others, which are then delivered as tweets occur It is the fastest-growing social networking site in the world In February the largest age group on Twitter was 35-49; with nearly 3 million unique visitors, comprising almost 42 percent of the site’s audience. It’s common to follow strangers in Twitter, in comparison to Facebook, where it is not. What is Twitter?

Microblogging service where users submit text-based posts (“tweets”) of up to 140 characters in length sent via

The website ( http://www.twitter.com )

Short Message Service (SMS, or “texting”)

External applications

Senders can restrict delivery of tweets to selected users or can allow anybody to access them

Users can choose to follow others, which are then delivered as tweets occur

It is the fastest-growing social networking site in the world

In February the largest age group on Twitter was 35-49; with nearly 3 million unique visitors, comprising almost 42 percent of the site’s audience.

It’s common to follow strangers in Twitter, in comparison to Facebook, where it is not.

Find people who tweet about your interests and follow them Respond to their tweets to build up a relationship Twitter Connection Example

Find people who tweet about your interests and follow them

Respond to their tweets to build up a relationship

Tweetdeck: Desktop application that allows sorting of Twitter feeds ( http://www.tweetdeck.com ) Several in my network prefer Nambu ( http://www.nambu.com ) FriendFeed: Pulls in friends’ posts from multiple social networks into one website ( http://www.friendfeed.com ) TwitterFeed: Automatically posts your blog entries to Twitter ( http://www.twitterfeed.com ) Twitpic: Shares pictures via Twitter ( http://www.twitpic.com ) Digsby: Desktop application which provides ongoing feed of e-mail, social networks, and instant messaging ( http://www.digsby.com ) Twitterberry: Update Twitter from your Blackberry ( http://www.orangatame.com/products/twitterberry ) Twimailer: Find out more about new followers (http://www.twimailer.com) Useful Twitter Applications

Tweetdeck: Desktop application that allows sorting of Twitter feeds ( http://www.tweetdeck.com )

Several in my network prefer Nambu ( http://www.nambu.com )

FriendFeed: Pulls in friends’ posts from multiple social networks into one website ( http://www.friendfeed.com )

TwitterFeed: Automatically posts your blog entries to Twitter ( http://www.twitterfeed.com )

Twitpic: Shares pictures via Twitter ( http://www.twitpic.com )

Digsby: Desktop application which provides ongoing feed of e-mail, social networks, and instant messaging ( http://www.digsby.com )

Twitterberry: Update Twitter from your Blackberry ( http://www.orangatame.com/products/twitterberry )

Twimailer: Find out more about new followers (http://www.twimailer.com)

Listen for your name, your competitors’ names, words that relate to your space (to include hashtags: #) Point out interesting things in your space, not just about you Share links to neat things in your community (see @wholefoods for a good example) Answer the question “What has your attention?” Don’t just dump links; provide context around them (and use link shortening services like tinyurl.com) Find out who your followers follow and follow them Make discussions about your things interesting, useful, and value-added Promote others as well as yourself (#followfriday is a good example of this) Ask opinions and questions Look at what your critics are saying about you as well as what your fans are saying Read the other 40 suggestions at http://www.chrisbrogan.com/50-ideas-on-using-twitter-for-business/ Using Twitter for Your Business

Listen for your name, your competitors’ names, words that relate to your space (to include hashtags: #)

Point out interesting things in your space, not just about you

Share links to neat things in your community (see @wholefoods for a good example)

Answer the question “What has your attention?”

Don’t just dump links; provide context around them (and use link shortening services like tinyurl.com)

Find out who your followers follow and follow them

Make discussions about your things interesting, useful, and value-added

Promote others as well as yourself (#followfriday is a good example of this)

Ask opinions and questions

Look at what your critics are saying about you as well as what your fans are saying

Read the other 40 suggestions at http://www.chrisbrogan.com/50-ideas-on-using-twitter-for-business/

Don’t be afraid to use the search box; Twitter is great for finding out real-time information Don’t be afraid to follow people you don’t know. Following is common on Twitter, and usually an ego boost for the person whom you’re following Give your Twitter followers something which they can’t get elsewhere (sale, specials, extra information) Make sure that you capture the social media names you want to represent you (this is similar to the URL land grab of the late ’90s). Retailers can use Twitter as a customer service channel (@comcastcares is a good example of this) More on Using Twitter for Business

Don’t be afraid to use the search box; Twitter is great for finding out real-time information

Don’t be afraid to follow people you don’t know. Following is common on Twitter, and usually an ego boost for the person whom you’re following

Give your Twitter followers something which they can’t get elsewhere (sale, specials, extra information)

Make sure that you capture the social media names you want to represent you (this is similar to the URL land grab of the late ’90s).

Retailers can use Twitter as a customer service channel (@comcastcares is a good example of this)

Social Networking Platforms; Who is it acceptable to connect with? Facebook: It is common practice to ONLY connect with people who you personally know, who you’ve met in person, and who would know your name if asked. LinkedIn: Connect with those who you know or have met, and then utilize their connections to meet people who are just 1 “degree” away. Twitter: Anyone and Everyone! Many people like to connect with others who are in their area or their industry. You do not need to know people personally to “follow” them, and people who you do not necessarily know may follow you! Note: Your kids may choose not to connect with you! And that’s okay!

Facebook: It is common practice to ONLY connect with people who you personally know, who you’ve met in person, and who would know your name if asked.

LinkedIn: Connect with those who you know or have met, and then utilize their connections to meet people who are just 1 “degree” away.

Twitter: Anyone and Everyone! Many people like to connect with others who are in their area or their industry. You do not need to know people personally to “follow” them, and people who you do not necessarily know may follow you!

Note: Your kids may choose not to connect with you! And that’s okay!

Case Study: Marijean Jaggers

A Case Study: Marijean Jaggers

A Case Study: Marijean Jaggers

A Case Study: Marijean Jaggers PR consultant with StandingPR, blogger of STLWorkingMom, and TV star on CBS 19 Blog of the Week Got her current job based on her blogging activities for the St. Louis Post Uses blogs to tell stories About herself About case studies About interesting things she finds on the web Believes that her online activity has driven business because it’s easy for people to find her (75% of her business is driven through social media vs. 25% for “traditional” marketing) “ The more [writing] you do, the better you get. Your high school writing teacher probably told you that too. He was right.”

PR consultant with StandingPR, blogger of STLWorkingMom, and TV star on CBS 19 Blog of the Week

Got her current job based on her blogging activities for the St. Louis Post

Uses blogs to tell stories

About herself

About case studies

About interesting things she finds on the web

Believes that her online activity has driven business because it’s easy for people to find her (75% of her business is driven through social media vs. 25% for “traditional” marketing)

“ The more [writing] you do, the better you get. Your high school writing teacher probably told you that too. He was right.”

A Case Study: Marijean Jaggers Thinks it’s necessary to have 5-6 good posts of content before advertising a blog Believe frequency of posting to social media is a function of both goals and niche Mainstream topic + want to drive traffic: 5x/week on a blog, 5x/day on Twitter/Facebook Niche content + great writer: could be 1x/month – “it’s like the followers of an author who wait years for the next book to come out” “ Twitter, microblogging, is the ultimate way to try, because anyone can write SOMETHING within 140 characters.” “ Observing first is a good way to get a sense of what others are doing, what your profession is doing, and to see good and bad examples of how it’s done.”

Thinks it’s necessary to have 5-6 good posts of content before advertising a blog

Believe frequency of posting to social media is a function of both goals and niche

Mainstream topic + want to drive traffic: 5x/week on a blog, 5x/day on Twitter/Facebook

Niche content + great writer: could be 1x/month – “it’s like the followers of an author who wait years for the next book to come out”

“ Twitter, microblogging, is the ultimate way to try, because anyone can write SOMETHING within 140 characters.”

“ Observing first is a good way to get a sense of what others are doing, what your profession is doing, and to see good and bad examples of how it’s done.”

A Case Study: Marijean Jaggers: 5 Things to Generate Readership Comment on similar blogs, and include a link to your blog in the comment or the signature line Tell people via Twitter, Facebook, LinkedIn about your efforts Make sure that you are registering your blog with search engines, blogging aggregators, and groups (CvilleBlogs, Technorati, BlogHer) Go to real life events too and tell your story—show the person behind the writing Add your blog to your business cards and signature line

Comment on similar blogs, and include a link to your blog in the comment or the signature line

Tell people via Twitter, Facebook, LinkedIn about your efforts

Make sure that you are registering your blog with search engines, blogging aggregators, and groups (CvilleBlogs, Technorati, BlogHer)

Go to real life events too and tell your story—show the person behind the writing

Add your blog to your business cards and signature line

Case Study: Thomas Jefferson United Way

United Way Success; Blog Visits Increase 100+% in one month

Case Study: Gibson Design Management

Gibson Design Success: Alexandra Gibson was interviewed by John Jantsch, author of Duct Tape Marketing, for his next book- Due to Twitter Picked up a new $30,000 client from a connection on Facebook Alexandra is now writing occasional pieces for Interior Design Magazine, a major industry-leading publication

Alexandra Gibson was interviewed by John Jantsch, author of Duct Tape Marketing, for his next book- Due to Twitter

Picked up a new $30,000 client from a connection on Facebook

Alexandra is now writing occasional pieces for Interior Design Magazine, a major industry-leading publication

Gibson Design Success: Gibson Design has also rolled out a social media starter package, where she now sets other interior designers up on social media platforms for business, and has gained 5 new clients this way since the program inception in February 2009

Gibson Design has also rolled out a social media starter package, where she now sets other interior designers up on social media platforms for business, and has gained 5 new clients this way since the program inception in February 2009

Beer Run: 455 Fans

@thecommute: Charlottesville Traffic

Barbara Hutchinson; CHO Barbara Hutchinson, executive director of Charlottesville Albemarle Airport JetBlast Blog Twitter @BHutchinson Referrals to www.gocho.com from Twitter and Facebook are equal to that of referrals from airport resource sites.

Barbara Hutchinson, executive director of Charlottesville Albemarle Airport

JetBlast Blog

Twitter @BHutchinson

Referrals to www.gocho.com from Twitter and Facebook are equal to that of referrals from airport resource sites.

Spring Creek Living Spring Creek Living www.springcreekliving.com Blogs integrated into site designed in WordPress Facebook group and page LinkedIn presence Referrals from social networks = 15% of total referrals

Spring Creek Living

www.springcreekliving.com

Blogs integrated into site designed in WordPress

Facebook group and page

LinkedIn presence

Referrals from social networks = 15% of total referrals

Case Study: Dana Adams Frugal in Virginia Consumer to Consumer Building a brand http://www.frugalinvirginia.com/ Twitter http://twitter.com/frugalinva Networking with other frugal bloggers

Frugal in Virginia

Consumer to Consumer

Building a brand

http://www.frugalinvirginia.com/

Twitter http://twitter.com/frugalinva

Networking with other frugal bloggers

Personal Successes

Personal Successes

Questions?