Building Your Consulting Business With Social Media Buzz


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Going solo doesn't have to be lonely. Learn to connect online and blog, link or tweet your way to new clients, increased self-promotion and profitable partnerships. Find out how independent practitioners are creating visibility for their expertise, their growing practice and client brands. Kami Watson Huyse, APR (@kamichat) and Kellye Crane (@kellyecrane) share techniques and strategies on how to make social media work for you. You will learn:
• How Twitter and other social media platforms are being used to promote consulting services.
• How other independent practitioners use social media to amplify their client offerings.
• The most effective uses and content suggestions.
• How to successfully integrate social media with your business offerings.

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  • Social Media and Networking Powerful tools + Easy to use = Everyone can create content
  • It’s about people and connections – just in new formats.
  • For independents, the segments of our lives already overlap. Social media crosses all boundaries.
  • You probably already have a Facebook account. Some of you may have other accounts like MySpace. It’s been said, but it bears repeating: It’s important to keep in mind that all of the information on the Web is public and can be discovered.
  • Many tactics used to promote your PR business will carry over into your client work.
  • Social Media is tailor-made for PR consultants. You can gain access to influencers and achieve the same level of visibility as the big guys – it l evels the playing field.
  • Start with the foundation and work your way up.
  • As independents, one of the goals is to legitimize our businesses – perception is reality. Build a social media hive, with a collection of outposts that tie back to the main hive Mutually beneficial Cross pollinating Social, 2-way
  • First step. Create your own Web presence in 5 minutes. Well indexed (obviously), can include links to your existing Web site and Outposts as you build them for increased visibility and SEO.
  • Google profiles provides an excellent benefit for those with easily misspelled names
  • -Recent changes have made it rank highly on Google- Usually hits first page. Worth joining to gain bio visibility, even with a small number of followers. -Bio characters are limited, so use them wisely. Don’t be so clever that you forget your “elevator pitch” of what you do. -Don’t be shy - upload a photo from the get-go. Use to tweak
  • -Important to learn the mores of Facebook before you need to know them for a client -Can use groups to separate your friends from work colleagues -Use applications like Notes, Networked Blogs for a richer experience -Explain: Groups, Biz Pages, Fan Pages, Groups and Profile
  • Organize clips for their clients
  • -Blogging requires time and a commitment to producing content on a regular basis. -It’s a highly effective way to demonstrate your abilities -If you choose not to blog right now, there are alternatives/intermediate steps
  • Link to others’ content
  • Home page is the blog, additional pages offer information about services Built on Thesis A blog can replace a Web site, or the two can be merged Go to
  • -Domain name -Recommend new blogs go with Wordpress
  • Building on what you’re doing for your own business, your clients will have special considerations
  • People are talking anyway Influence media Reach stakeholders directly Become findable Closed-environment pass
  • One-to-one One-to-many Many-to-Many
  • Making the case to your clients.
  • Competitive disadvantage: More companies are incorporating social media into their communications arsenal every day. If your competitor does this before you and does it well, they will enjoy a significant bump in perception. Rumors and innuendo: Some of the most harmful attacks a company could encounter include out-of-control rumors and false information. Rumors are much easier to correct when caught early. Being in social networks is a quick way to set the record straight. No platform to respond in crisis : When there is an outcry in social media channels, a pre-existing presence in social networks give you an advantage. Employees talk: With 35% of people that use the Internet saying that they use social networking sites, it is a given that a large percentage of employees have one or more social profiles. Moreover, It is likely that they will occasionally talk about their job. By giving these employees guidelines, companies can harness positive word of mouth, avoid inappropriate comments and have reasonable consequences in place. Opportunities missed: One of the unintended benefits for companies that participate in online social communities and blogs are the opportunities that unexpectedly present themselves. Just by participating, a company sets itself up to be recognized in a positive manner by the community. These are as important to consider as the downsides (negative comments, etc.). Silence can equal guilt: By not being present in social networks, it would take an unacceptable period of time to respond appropriately, causing a company to seem silent when it simply is out of touch. In social networks, response must happen in hours vs. days. Lost search benefit, search engine optimization: Regularly updated information, such as a blog or news site, would help to raise the profile of a company in search engines. And as it has been said, Google is the new corporate homepage. Defined by others: The issues important to a company– and which impact its overall reputation – will be defined by others if you don't take a leadership position. No early warning: Monitoring social media channels often reveals potential problems that could break out into a broader media audience. By not being involved, companies are missing out on this early warning system. No direct channel: Social media provides a means by which you can reach out directly to your stakeholders without having to rely on the media to deliver the message. It is an important part of modern communications planning.
  • Listening is just as important as talking Interruption vs. permission marketing
  • Connected or In The Loop: An ability to cater to an heightened customer expectation for a company to listen and respond in real time Nimble: A process in place to incrementally release anticipated information, instead of waiting for everything to be perfect Responsive: The ability to accelerate solutions to customer problems Organized: Tightly integrated internal collaboration to bypass antiquated bureaucracy Accountable: Accountability by internal players to both the business objectives of the company and the needs of the stakeholder
  • Who is the customer/stakeholder? What is their need? Where are they hanging out online, see tool? How can you meet their needs online? Info, tools, assistance, customer service Why would they choose to interact with the company in social networks?
  • From Groundswell. Find your audience Technographics Delicious/Enterprise
  • Interest: How interested are people in [insert name, thing, company] Analytics Attitude: What attitudes do people hold about [insert name, thing, company] Survey’s Action: What actions, that matter from a business perspective do people take as a result of your campaign. Sales, Attendance, Leads (ROI and Business Performance measures)
  • Insights
  • -Web 2.0 has created a new group of online influencers - forcing an evolution in the practice of PR. The Social Media News Releases and Newsrooms are an often discussed new tactic. By delivering rich media in an easy-to-use format, you make it easy to cover your client for traditional and non-traditional media alike.
  • Large number of paid tools available to monitor
  • Building Your Consulting Business With Social Media Buzz

    1. 1. Building Your Consulting Business with Social Media Buzz Kami Watson Huyse, APR Kellye Crane
    2. 2. The More Things Change…
    3. 3. The More They Stay the Same
    4. 4. The SOCIAL in Social Media
    5. 7. <ul><li>“ You can’t take something off of the Internet. That’s like trying to take pee out of a swimming pool.” </li></ul><ul><li>Joe Ragan, Newsradio </li></ul><ul><li>As quoted in “Groundswell” by Charlene Li and Josh Bernoff </li></ul>
    6. 9. Image by Brian Solis,, Flickr Is this scary?
    7. 10. Not the answer
    8. 11. <ul><li>Social Media Benefits: </li></ul><ul><li>Build relationships </li></ul><ul><ul><li>Support network </li></ul></ul><ul><ul><li>Lead generation </li></ul></ul><ul><li>Advance skill set </li></ul><ul><ul><li>Unparalleled learning opportunities </li></ul></ul><ul><li>Raise visibility </li></ul><ul><ul><li>Increased awareness of you and your services </li></ul></ul><ul><li>Demonstrate expertise </li></ul><ul><ul><li>Opportunities to show thought leadership </li></ul></ul>
    9. 12. Going Public <ul><li>Come out from behind the curtain </li></ul><ul><li>Find your voice/ niche/point of view </li></ul>
    10. 14. The SWARM Encouraging Buzz B uild E avesdrop E cho S ocialize
    11. 16. Google Profile <ul><li> </li></ul>
    12. 19. LinkedIn <ul><li>Online resume </li></ul><ul><li>Connections </li></ul><ul><li>Recommendations </li></ul><ul><li>Vanity URL </li></ul><ul><li>Status updates </li></ul><ul><li>Applications </li></ul><ul><li>Groups </li></ul><ul><li>Q&A </li></ul>
    13. 20. Twitter
    14. 21. Who to follow? <ul><li>Search other networks (Gmail, Yahoo, AOL) </li></ul><ul><li>Find someone with similar interests and see who they follow </li></ul><ul><li>Tools like, </li></ul><ul><li>“ Return follow” someone who follows you (with caveat) </li></ul><ul><li>@skydiver, @kamichat, @KellyeCrane  </li></ul>
    15. 22. What to Say? <ul><li>Share links </li></ul><ul><li>Amplify others </li></ul><ul><li>Give tips </li></ul><ul><li>Be a resource </li></ul><ul><li>Show expertise </li></ul>
    16. 23. Facebook
    17. 24. Additional Outposts <ul><li> </li></ul><ul><li> </li></ul><ul><li>Video sharing (YouTube, Vimeo, etc.) </li></ul><ul><li> </li></ul>
    18. 25.
    19. 26. Blog Commenting <ul><li>Get on the radar of key influencers </li></ul><ul><li>Showcase critical thinking abilities </li></ul><ul><li>Use RSS to keep track of blog updates for comment </li></ul><ul><ul><li>Email, Google Reader, NewsGator, Bloglines, etc. </li></ul></ul><ul><ul><li>Resources: RSS in Plain English Google Reader for Beginners </li></ul></ul>
    20. 27. To blog or not to blog? <ul><li>Intermediate steps </li></ul><ul><ul><li>Guest Post </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li>Facebook Notes </li></ul></ul><ul><ul><li>Twitter </li></ul></ul>
    21. 28. Content: Editorial Mission Photo by Dai, Flickr
    22. 29. Blog Editorial Mission <ul><li>Communication Overtones is dedicated to finding and sharing the best communication strategies and tactics to connect and build relationships with stakeholders - both online and off - because great communication is the high note, or overtone, to a great company </li></ul>
    23. 30. Blog Content <ul><li>Target your passions </li></ul><ul><li>Re-purpose content already created </li></ul><ul><li>Get inspired by others </li></ul>
    24. 31. Build a Blog Website
    25. 32. Blogging Mechanics <ul><li>Platform </li></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><li>Ready-made themes available </li></ul><ul><ul><li>Free: </li></ul></ul><ul><ul><li>Paid: </li></ul></ul><ul><ul><li>Many more (Google “Wordpress theme gallery”) </li></ul></ul>
    26. 34. Finding Time
    27. 36. Benefits of Social Networking <ul><li>New influentials </li></ul><ul><li>Feedback loop </li></ul><ul><li>Earned media </li></ul><ul><li>Google friendly </li></ul><ul><li>Launching point </li></ul>
    28. 37. Shared vs. Broadcast 1450 1906 1876 1928 1991
    29. 39. 10 Opportunity Costs <ul><li>Competitive disadvantage </li></ul><ul><li>Rumors and innuendo </li></ul><ul><li>No crisis platform </li></ul><ul><li>Employees talk </li></ul><ul><li>Opportunities missed </li></ul><ul><li>Silence equals guilt </li></ul><ul><li>Lost search benefit </li></ul><ul><li>Defined by others </li></ul><ul><li>No early warning </li></ul><ul><li>No direct channel </li></ul>
    30. 41. <ul><li>“ This Target ad is senselessly subversive on so many levels that it begs pointing out this article in the U.K. Telegraph headlined, Girls Being Brainwashed to Be Promiscuous featuring Carol Platt Liebau’s new book about how our sex-obsessed culture damages girls.” </li></ul><ul><li>Amy Jussel, Founder Executive Director, Shaping Youth </li></ul>
    31. 42. Off Target <ul><li>Target’s e-mail response: </li></ul><ul><li>“ Unfortunately we are unable to respond to your inquiry because Target does not participate with nontraditional media outlets. This practice is in place to allow us to focus on publications that reach our core guest.” </li></ul>
    32. 44. Off Target <ul><li>Target’s response to the New York Times: </li></ul>“ We do not work with bloggers currently,” said a company spokeswoman, Amy von Walter, who agreed to speak with this traditional media outlet. “But we have made exceptions,” Ms. von Walter said. “And we are reviewing the policy and may adjust it.”
    33. 45. Feedback Loop
    34. 46. The Connected Corporation From “The 5 Competencies of the Connected Corporation,” Communication Overtones,
    35. 47. 5Ws: Define Your Stakeholder
    36. 48. The Social Technographics ™ Ladder Groups include people participating in at least one of the activities monthly. © Forrester Research Inc. Creators Critics Collectors Joiners Spectators Inactives Publish a blog Publish your own Web pages Upload video you created Upload audio/music you created Write articles or stories and post them Post ratings/reviews of products/services Comment on someone else’s blog Contribute to online forums Contribute to/edit articles in a wiki Use RSS feeds Add “tags” to Web pages or photos “ Vote” for Web sites online Maintain profile on a social networking site Visit social networking sites Read blogs Watch video from other users Listen to podcasts Read online forums Read customer ratings/reviews None of the above Creators Critics Collectors Joiners Spectators
    37. 51. Measureable Objectives From Communication Overtones, Triad of Measurement,
    38. 53. Objectives <ul><li>Launch of roller coaster/water ride, Journey to Atlantis </li></ul><ul><li>Build relationships with the online coaster community </li></ul><ul><li>Build awareness for the early opening of Journey to Atlantis </li></ul><ul><li>Drive visitation to SeaWorld San Antonio by pass holders to try Journey to Atlantis </li></ul>
    39. 54. JTA Strategies <ul><li>Provide information </li></ul><ul><li>Make assets available to coaster enthusiasts </li></ul><ul><li>Build long-term relationships with coaster enthusiast influentials </li></ul>
    40. 55. JTA Tactics <ul><li>Launch a purpose-built, multi-media web site to highlight the coaster </li></ul><ul><li>Outreach through Flickr, YouTube and Veoh to provide assets to coaster enthusiasts </li></ul><ul><li>Build relationships with a short list of coaster enthusiasts with influential web sites, blogs, podcasts and videocasts </li></ul><ul><li>Invite the American Coaster Enthusiasts to be VIP partners in opening the ride </li></ul>
    41. 56. JTA Results: Interest <ul><li>The Website received 78,264 visits and 170,644 page views from May through August 2007. </li></ul><ul><li>The YouTube videos have received 165,335 to date with the favorite being the virtual ride video with 74,748 views to date. </li></ul><ul><li>  Flickr photos have been viewed 102,101 times to date. </li></ul><ul><li>Of the initial 22 sites identified, 12 covered the ride, including, which was a high-value since its reach was target audience Theme Park Insider . </li></ul><ul><li>The campaign received 50 links from unique Web sites, 30 of which were from coaster enthusiast sites. </li></ul>
    42. 57. JTA Results: Attitudes <ul><li>The coverage was largely positive in tone, with some expected negativity about ride intensity </li></ul><ul><li>The American Coaster Enthusiasts group brought 30 of its members to ride Journey to Atlantis on media day. </li></ul><ul><li>These riders later left positive comments on YouTube videos </li></ul><ul><li>ACE invited SeaWorld San Antonio to attend its annual meeting in 2008 </li></ul><ul><li>Robert Niles, Theme Park Insider </li></ul>
    43. 58. JTA Results: Actions <ul><li>In guest exit surveys, more said they were made aware of the new coaster from the Internet than from television. </li></ul><ul><li>With a budget of $44,000, the overall cost per impression for the social media campaign was $0.22 versus $1.00 for television. </li></ul><ul><li>Using the survey to determine who came to ride Journey to Atlantis and also heard about it on the Internet, it was estimated that the visitors who were impacted by the project represented over $2.6 million in revenue. </li></ul>Link to Full Case Study:
    44. 59. A Word About Ethics <ul><li>Astroturfing </li></ul><ul><li>Misrepresentation </li></ul><ul><li>Intellectual Property </li></ul><ul><li>Pay-per-Post </li></ul><ul><li>Sponsored posts </li></ul>
    45. 60. Tools
    46. 61. Video
    47. 62. Analytics
    48. 63. Survey Sentiment
    49. 64. Facebook Tools
    50. 65. Social Media News Room (SMNR)
    51. 66. SMNR Tool
    52. 67. SMNR Tool
    53. 68. Monitoring
    54. 69. Blogger|Media Relations
    55. 70. Blogger|Media Relations
    56. 71. Blogger|Media Relations
    57. 72. Blogger|Media Relations
    58. 73. Blogger|Media Relations
    59. 74. More Measurement Tools <ul><li>Google Blog Search (Poor man’s clipping service) </li></ul><ul><li>Twitter Search (related discussions) </li></ul><ul><li>Technorati (number of links, “authority”) </li></ul><ul><li>Google Analytics (site statistics) </li></ul><ul><li>TubeMogul (video views on all platforms) </li></ul><ul><li>Facebook Insights (automatic on business pages) </li></ul><ul><li>Feedburner (subscribers) </li></ul><ul><li>Compete , Alexa (traffic) </li></ul><ul><li>Quantcast (demographics) </li></ul>
    60. 75. Client Community Tools <ul><li>Ning </li></ul><ul><li>FriendFeed </li></ul><ul><li>Twibes </li></ul><ul><li>Facebook Pages </li></ul><ul><li>Yammer </li></ul><ul><li>LinkedIn Groups </li></ul>
    61. 76. Suggested Reading <ul><ul><li>Naked Conversations , Robert Scoble and Shel Israel </li></ul></ul><ul><ul><li>The New Rules of Marketing and PR , David Meerman Scott </li></ul></ul><ul><ul><li>Now is Gone , Geoff Livingston </li></ul></ul><ul><ul><li>Measuring Public Relationships: The Data-Driven Communicators Guide to Success , KD Paine (purchase at ) </li></ul></ul><ul><ul><li>Personality Not Included: Why Companies Lose Their Authenticity and How Great Brands Get it Back , Rohit Bhargava </li></ul></ul><ul><ul><li>Groundswell , Charlene Li and Josh Bernoff </li></ul></ul>
    62. 77. <ul><li>Kami Watson Huyse, APR </li></ul><ul><li>Phone: (713) 568-5750 </li></ul><ul><li>E-mail: [email_address] </li></ul><ul><li>Twitter: kamichat </li></ul><ul><li>Blog: Communication Overtones </li></ul><ul><li>Web site: </li></ul>Kellye Crane Phone: (404) 892-6020 E-mail: [email_address] Twitter: KellyeCrane Blog: Solo PR Pro Web site: