TO ONLINE            COMMUNICATIONS            PERSONALLY & PROFESSIONALLY@kmullett   CDPI - Summer Leadership Institute #...
Social media and online marketing isn’t about the tools you use or the online community you join, but about the story you ...
PSSST…THEY’RE THE SAME PEOPLE    If you believe that people are referring others    to you during parties, family gatherin...
VISIBILITY@kmullett   CDPI - Summer Leadership Institute #CDPISLI
There is a lot of misinformation,speculation, opinion and hypebeing spread about onlinemarketing. Worse is theexpectation ...
BUDGET & STRATEGY@kmullett   CDPI - Summer Leadership Institute #CDPISLI
While social media is free to   use, it is not free to do. Weigh   time and attention against   opportunity and return. It...
THE TOOLS HAVE CHANGED BUT…     Increased adoption or proliferation does     not mean new. The tools and     nomenclature ...
@kmullett   CDPI - Summer Leadership Institute #CDPISLI
DOES SOCIAL MEDIA WORK?                                      • Opportunity                                      • Visibili...
tv                                     dm (direct mail)                                     radio                         ...
No marketing media channel has 100% eyeballs or is 100% effective. We need to prioritize based on goals, resources, and bu...
ACTION: WHAT DO THEY PREFER?             Which phone line will             you be ignoring today?    Tools to find    your...
ACTION: YOUR ONLINE ELEVATOR PITCH    • Consistent voice, brand, and message    • Optimize your “what we do” paragraph    ...
@kmullett   CDPI - Summer Leadership Institute #CDPISLI
@kmullett   CDPI - Summer Leadership Institute #CDPISLI
ACTION: GRAB YOUR BRAND/IDENTITY  namechk.com@kmullett       CDPI - Summer Leadership Institute #CDPISLI
EVIDENCE@kmullett   CDPI - Summer Leadership Institute #CDPISLI
DO YOU SEE THE VALUE?    Social media works best when you are a    willing participant, see value, & treat it like    a li...
VALUE@kmullett   CDPI - Summer Leadership Institute #CDPISLI
BE PROACTIVELY AUGMENTING…                             • Visibility                             • Circle of influence     ...
ALEC BROWNSTIEN…WHAT BOX?  Bought AdWords for 5 creative directors  names, which cost him $6. He received an  interview wi...
AM I POPULAR AND IMPORTANT YET?@kmullett   CDPI - Summer Leadership Institute #CDPISLI
REPUTATION@kmullett   CDPI - Summer Leadership Institute #CDPISLI
THIS IS THE WRONG FOCUS  Would any of these people be your ideal demographic?@kmullett     CDPI - Summer Leadership Instit...
VANITY, NOT ACCOUNT VITALITY  Where is the value? He uses #followback, but doesn’t.@kmullett     CDPI - Summer Leadership ...
WHY DON’T THEY LIKE US?                    • Are we clear with our message?                    • Is design or action most ...
CONNECTING THE DOTS…                                         or   Do these printed pieces promote social   channels? What ...
TIE IT TOGETHER WITH A CAMPAIGN                        In print, on air, online,                        and in-store. i.e....
TIE OFFLINE/ONLINE/MOBILE TOGETHER   QR Codes and mobile sites   need a strategic purpose!@kmullett     CDPI - Summer Lead...
The real failure of QR Code   usage: nonstrategic,   uncreative, and untested   implementation.               QR CODE FAIL...
HELP THEM FIND YOU    Which of these two    will grow their    Facebook page?@kmullett     CDPI - Summer Leadership Instit...
CLICK “LIKE” IF YOU BREATH AIR   A creative way to keep in front of people   (edgerank) or spam? It can be a very fine lin...
ACTION: SOCIAL ACTIVITY OPTIMIZATION  • Optimize your efforts  • Schedule activity during peak times  • Use tools to conso...
10 MINUTES/DAY@kmullett   CDPI - Summer Leadership Institute #CDPISLI
THE RALLY’S FOURSQUARE INCIDENT   Is this how your company would handle a complaint?@kmullett     CDPI - Summer Leadership...
MONITOR YOUR FOURSQUARE ACTIVITY                         • Is anyone checking in                         • See who publica...
NETWORKING@kmullett   CDPI - Summer Leadership Institute #CDPISLI
How many of you who desire article comments, amplification of your social posts, and professional recommendations take the...
ACTION: START LISTENING & WATCHING    Set alerts for: business name(s) or brand,    employee names, usernames, your brand ...
ACTION: GET COMFY ON CAMERA    Video may give that extra visibility you need!    • Differentiate from your competition    ...
ACTION: BE PREPARED    Are you keeping up and prepared to communicate    how others wish to be communicated with?    • Fac...
OWNERSHIP@kmullett   CDPI - Summer Leadership Institute #CDPISLI
THE DANGERS OF FREE  • Ars Technica (suggested copyright infringement?)  • Jonathan Rivera’s page with 47’000 fans (vanity...
A CLICK IS NOT A BLOOD OATH Facebook events • No formal signup • No info gathering • No commitment • Not for everyone@kmul...
ACTION: KEEP TRAFFIC, SEO & VISIBILITY!  Embed signup capability via services like eventbrite@kmullett      CDPI - Summer ...
ACTION: INVEST IN OWNERSHIP   You are likely to change   jobs many times in your   lifetime, however save   for a few reas...
Clients often talk about how hard   it is to find things to blog or post   news about when in reality it’s   right in fron...
ACTION: BLOGGING…DO I HAVE TO?                               Efficient blogging ideas.                               •   C...
ACTION: GOOGLE GIVES YOU CLUES  Let Google give you ideas on  which long tail subjects to  write about.  • Google Instant ...
ACTION: MEASURE IF IT WORKED    • Monitor contacts, calls, lead sources (referrals)    • email subscriptions and network g...
Humanize yourmessage, Encourageconversation, Listenfirst, Promote Less.               H.E.L.P PHILOSOPHY@kmullett      CDP...
bit.ly/aboutKM            ME@kmullett   cirrusabs.com / @cirrusabs
GET TIPS, TRICKS, INVITES, AND INFO                      Find out what’s in                      The Puzzle Box           ...
Photography by Kevin Mullett or Stock agencies unless noted below. Jonathan Robson - © baby shave Seth J – hidden rabbit H...
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Online Communications Personally & Professionally - CDPI Leadership Institute

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This presentation was given for the Career Development Professionals of Indiana
Leadership Institute event at Purdue University Calumet.

As technology continues to expand into multiple segments of our lives, the challenge is how we use it. Often our mindset is outpaced by the technology we are asked to adopt. This session will take a look at how social media, the Web, and mobile access are changing how we communicate with each other, personally
and professionally. We will explore how we can develop willing participants, uncover the value in communication via preferred media channels, and weave social media into our lifestyle.

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  • // CDPI - Summer Leadership Institute #CDPISLI – Being Open To Online Communications, Personally and Professionally. Presented by Kevin Mullett June 26th 2012.Social media isn’t as much about the tools you use or the online community you join, but about the story you tell and presence you make. Creating a clean online presence is all about remembering some simple concepts.“As technology continues to expand into multiple segments of our lives, the challenge is how we use it. Often our mindset is outpaced by the technology we are asked to adopt. This session will take a look at how social media, the Web, and mobile access are changing how we communicate with each other, personally and professionally. We will explore how we can develop willing participants, uncover the value in communication via preferred media channels, and weave social media into our lifestyle. “
  • // CDPI - Summer Leadership Institute #CDPISLI – CAN I FIND YOU? Relationships are Not About The Tools.Social media and online marketing isn’t as much about the tools you use or the online community you join, but about the story you tell and presence you make. If I can’t find you, I can’t hear or share your story and I certainly can’t start building a relationship.The suggestion by others that we know what we are talking about does not preclude the tendency for others to attempt to research the validity of that claim.
  • // CDPI - Summer Leadership Institute #CDPISLI - Pssst…they’re the same people If you believe that people are referring others to you during parties, family gatherings, and other traditional conversations why is it so hard for you to believe they are not doing so online?
  • // CDPI - Summer Leadership Institute #CDPISLI – VISIBILITY Can you be found online and if so, what can be found about you online? What would you want people to see and know about you? Have you searched for your name? Are you receiving alerts about your online visibility? Are you accessible? Visibility is just the starting point. As with most forms of advertising you have to be where your ideal demographic can see you, which sometimes means you must be in front of competitors if necessary, but you must obey the rules or have your sign removed. If they see both signs, you need to tell a better story. Be where your ideal demographic can see you Obey the rules or have your sign removed Tell a better storyDon’t hide from it. Don’t be scared of it. Get out there and run with it.photo by: Seth J - http://www.flickr.com/photos/36397241@N03/3517022278/
  • // CDPI - Summer Leadership Institute #CDPISLI – HYPE & HYSTERIA There is a lot of misinformation, speculation, opinion and hype being spread about online marketing. Worse is the expectation that social media should be free, effortless, and easy, yet produce greater ROI.And marketers are great at coming up with new terms like inbound marketing, content marketing, earned media, permission marketing, or they will say things like SEO is dead and other such nonsense to try and change the story.
  • // CDPI - Summer Leadership Institute #CDPISLI – BUDGET & STRATEGY Winning requires knowledge: To win against your competitors in the search optimization game requires some knowledge, unless your competition isn’t trying. It’s easy to win if there is no competition. To win requires an understanding of the rules so you don’t get disqualified. You can be the best driver, but if you are stuck in the back of the pack you will not have a chance to show it. Optimization is part of the race regardless if you have the knowledge or not. Of course you need to decide early on how much winning is worth and what your budget is to go after it. And like most things if you don’t have a strategy, well, we all know how that goes.At this very race a competitor was disqualified for getting a bit too creative with the rules. This is analogous to black hat search optimization techniques.
  • // CDPI - Summer Leadership Institute #CDPISLI – FREE TO USE, NOT DOWhile social media is free to use, it is not free to do. Weigh time and attention against opportunity and return. 
  • // CDPI - Summer Leadership Institute #CDPISLI – THE TOOLS HAVE CHANGED BUT… Increased adoption or proliferation does not mean new. The tools and nomenclature are new but "social media“, websites, and blogging is not.
  • // CDPI - Summer Leadership Institute #CDPISLI – THE “SOCIAL THREE” You are here to find out how to add social media into your event marketing mix, but let’s start by actually talking about what I call the “social three”. Why? Because people use these terms interchangeably, when they are not in fact interchangeable. If you think about it we could just remove the “social” moniker off all of these and we would have good old fashion traditional media, networking, and marketing methods. Today we will discuss various aspects of the social sphere and social media optimization. Now the information I present today, much like search engine optimization information, will have a limited shelf life. A scant 7 years ago Facebook was created in a dorm room and now has more users than the population of the United States. A year ago many of you had no idea what Twitter was, now it has gone mainstream and is in countless TV commercials. I could waste the entirety of this seminar just talking about the rise and fall of various social services, percentage of market share, types of people who use each, etc. Instead I am going to breeze by some of those items at a high level, so I can spend more time giving you social marketing tips that will help your business.» social media which represents the tools we use for building followers, friendships, & contacts. Tools like twitter, facebook, linkedin, youtube, friendfeed, Buzz, foursquare, ning, to name only a fraction of the available services. Each have strengths and weaknesses and each need to be evaluated so we can put our time into the ones that will reap the largest ROI. I have both online and offline media tools represented because they are all just visibility tools.» social networking is the day to day interaction we have with contacts built using the various social media tools/services, in other words the “social” part. It is no different then when you attend a party, that you might otherwise pass on, in order to touch base with clients or potential clients. Now some might also toss in social networks, but let’s not make things confusing. Each tool has the potential to reach a percentage of your ideal market segment, group, individuals, or demographic. This is also to extend and optimize your circle of influence.» social marketing is the subtle, or not so subtle, use of one or more online tool to promote your business to the network you have established. Again no different than reminding those people you meet at parties, “hey I build killer websites, you should have me do one for you”. Over simplified? Maybe, but the real reason we’re here is to learn how to put this all into motion. We want to avoid the Me Monster. (me monster by Brian Regan)
  • // CDPI - Summer Leadership Institute #CDPISLI – DOES SOCIAL MEDIA WORK? How can social media help me grow my business? winning new businessenhancing customer experienceparticipating in a conversation already occurringproviding offers and notificationsdisseminating press releases and informationmanaging brand/identity reputationindustry awareness and participationpromoting knowledge expertskeep tabs on the competition
  • // CDPI - Summer Leadership Institute #CDPISLI – INTENT DRIVEN VISIBILITY Right now, you need to be going where the traffic is or more pointently, where you can be visible. And while being visible is great, if efforts are put into areas where there is no intent for action it will be wasted time, money, and effort. Keep in mind too, that this is not a singular action. Social media campaigns are just another part of a NetCentered marketing approach. We will talk more about that later.Just who or what do we want to be visible too? The obvious answer is people who would like to use our product or service. The not so obvious answer is search engines. We want to make sure we are out where they are actively crawling.
  • // CDPI - Summer Leadership Institute #CDPISLI – NO SILVER BULLETS No marketing media channel has 100% eyeballs or is 100% effective. We need to prioritize based on goals, resources, and business objectives.
  • // CDPI - Summer Leadership Institute #CDPISLI – WHAT DO THEY (YOUR CUSTOMERS) PREFER? Social media isn’t about what you prefer, but rather where your ideal audience is listening and can be engaged. Which phone line will you be ignoring today?http://rapportive.com/, http://gist.com/, https://www.xobni.com/, https://www.rapleaf.com/ ($100 to search social for 10,000 emails)
  • // CDPI - Summer Leadership Institute #CDPISLI – YOUR ONLINE ELEVATOR PITCH Consistent voice, brand, and message Optimize your “what we do” paragraphthen adapt it to fit in various profile areas (160 characters in twitter for example) Photos for personal, photo or logo for businesses
  • // CDPI - Summer Leadership Institute #CDPISLI – THE PRIVACY EXCUSE But…my privacy! formerly found on street corners are you really all that invisible who did we do business with 30-40 years ago? distribution does not equal visibility
  • // CDPI - Summer Leadership Institute #CDPISLI – THE PRIVACY EXCUSE CONTINUEDWe give up privacy for opportunity or gain in other ways more frequently than we might realize. surveys on the back of receipts for a cheeseburger your habits tracked and targeted, for rewards
  • // CDPI - Summer Leadership Institute #CDPISLI – GRAB YOUR BRAND/IDENTITYEasy social media brand and identity checks: Use a service like namechk.com to go grab your brands social id’s. I think it is wise for both branding reasons, and for online marketing presence to grab them. If you have an intern, this would be a great task to set them out on. Which ones are important? Which ones don’t you want a competitor or squatter to have? While the backlink value for many is not high, the fact that search engines are constantly crawling these networks is worth noting. This is especially important while the crawl rate on your website is low.Posting links to some of these networks, like twitter.com, friendfeed.com, ning.com, mybloglog.com, and others where the search engines already spend a significant amount of time, can lead to pages being indexed in under an hour radically improving the time it takes for your sites content to be available to potential searchers.Extra credit actions: namechk.com free, http://usernamez.com/ free (?),http://claimid.com/free (?), http://knowem.com/ $$ (400), http://claim.io/welcome $ (300)
  • // CDPI - Summer Leadership Institute #CDPISLI – WHAT KIND OF EVIDENCE ARE YOU LEAVING BEHIND? What are you leaving behind? Pictures at parties, thoughts, complaints, and/or hurtful words. An easy rule to go by is, don't put anything online that you wouldn't want to see on a billboard that your mom drives past. And remember your privacy settings don't prevent people that you have let in, from taking things out. photo by: West McGowan - http://www.flickr.com/photos/westm/3379293362/
  • // CDPI - Summer Leadership Institute #CDPISLI – DO YOU SEE THE VALUE? Social media works best when you are a willing participant, see value, & treat it like a lifestyle, instead of a task.At the end of the day if you really don’t see and believe in the value, you will not be convinced to participate at a level that is likely to yield results. Social media works best when you are a willing participant, see value, & treat it like a lifestyle, instead of a task.Sometimes people try social media out, as if it isn’t known to work, and quite because they see no return. If they were to be honest, they might see that the effort put in was not sufficient to see those results.
  • // CDPI - Summer Leadership Institute #CDPISLI – WHAT VALUE DO YOU BRING? Are you adding value to the conversation or just noise? Social media provides an unparalleled opportunity for low cost visibility and reach. Contribute ideas, a positive attitude and help others out. Utilize the H.E.L.P. philosophy. Humanize message, Encourage conversation, Listen first, and Promote less.photo by: Kevin Mullett (me)
  • // CDPI - Summer Leadership Institute #CDPISLI – BE PROACTIVELY AUGMENTING RELATIONSHIPS Visibility Circle of influence Built in audience Recommendations for work completed Knowledge outside of degree Relationships
  • // CDPI - Summer Leadership Institute #CDPISLI – THE ALEC BROWNSTIEN STORY What sets you apart from others looking for the ideal job you want?Will you be another Alec Brownstien? In the summer of 2009 he paid, a whopping 15 cents per click, for the top spot for creative directors names. Mashable reported he received calls from all but one of the targets and the whole thing cost him $6!http://mashable.com/2010/05/13/job-google-ad-words/http://www.thegooglejobexperiment.com/
  • // CDPI - Summer Leadership Institute #CDPISLI – AM I POPULAR AND IMPORTANT YET? Looking at bogus social media analytics and measurement. We also must consider carefully how much weight we put on the types of people we engage with. These are great people to engage with, but they are likely to fill our pride tank before filling the coffers of our companies.
  • // CDPI - Summer Leadership Institute #CDPISLI – WHAT REPUTATION ARE YOU CREATING? Reputations can be hard to shake, especially online. What you post today will likely be visible by someone for a great many tomorrows. So what’s it going to be? Are you going to help others or be an online bully? Will you provide posts that attract or repel the type of attention business owners want?photo by: Horton Goup - hortongroup.com / http://www.sxc.hu/photo/1086602
  • // CDPI - Summer Leadership Institute #CDPISLI – THIS IS THE WRONG FOCUS What do you suppose the chances that any of these bought followers or fans will be someone you could or will do business with? Are they even real?
  • // CDPI - Summer Leadership Institute #CDPISLI – THIS IS ABOUT VANITY, NOT ACCOUNT VITALITY If 87% of this persons followers have never tweeted, how can they provide any value? Where is the value? This person uses the followback ‘group’, but doesn’t follow back.
  • // CDPI - Summer Leadership Institute #CDPISLI – WHY DON’T THEY “LIKE” US? Are we clear with our message? Is design or action most important? What is our call to action? What is in it for them?
  • // CDPI - Summer Leadership Institute #CDPISLI – CONNECTING THE DOTS… Most make nothing more than feeble attempts. Literally amounting to nothing more than after thoughts. The AAF makes no attempt at all.
  • // CDPI - Summer Leadership Institute #CDPISLI – TIE IT TOGETHER WITH A CAMPAIGN If you are going to advertise, tie the whole promotion together with a campaign. In print, on air, online, and in-store.
  • // CDPI - Summer Leadership Institute #CDPISLI – TIE OFFLINE/ONLINE/MOBILE TOGETHER You want to tie off-line, online, and mobile together. QR Codes and mobile sites need a strategic purpose!
  • // CDPI - Summer Leadership Institute #CDPISLI – QR CODE FAILURE The real failure of QR Code usage: nonstrategic, uncreative, and untested implementation.http://qrcode.good-survey.com/
  • // CDPI - Summer Leadership Institute #CDPISLI – HELP THEM FIND YOU Which of these two will grow their Facebook page?
  • // CDPI - Summer Leadership Institute #CDPISLI – CLICK “LIKE” IF YOU BREATH AIR Asking people to click like if they breath air is not a content strategy. It is a very fine line of being a creative way to keep in front of people or being perceived as spam!
  • // CDPI - Summer Leadership Institute #CDPISLI – SOCIAL ACTIVITY OPTIMIZATION optimize your efforts schedule activity during peak times use tools to consolidate accounts
  • // CDPI - Summer Leadership Institute #CDPISLI – 10 MINUTES/DAY You can actually accomplish quite a bit in 10 minutes per day with fill in time for responses or to amplify others.1) Is all information still correct?2) Does each account point to the correct sites and do the other sites point to the right social accounts?3) Go clean-up which apps have access to your social accounts, especially Twitter and Facebook.4) Reflect on the types of posts you are making, when you are making them, and how (or if) people are responding.5) Does your brick and mortar and offline marketing materials let people know you have social accounts and what is in it for them to connect?6) Have fun and freshen up.We are taking the time to review these items and we think your business should consider doing so as well.
  • // CDPI - Summer Leadership Institute #CDPISLI – THE RALLY’S FOURSQUARE INCIDENTIs this how your company would handle a complaint?
  • // CDPI - Summer Leadership Institute #CDPISLI – MONITOR YOUR FOURSQUARE ACTIVITY Are you monitoring your buildings Foursquare activity?Is anyone checking in See who publically checks in Watch for positive or negative comments Catch inappropriate photos
  • // CDPI - Summer Leadership Institute #CDPISLI – NETWORK WITH CURRENT CONTACTS AND DEVELOP NEW RELATIONSHIPS Where will your current contacts be in 10 years? Look to your left and to your right, will you keep up with them? Social media allows for an unprecedented ease of growing ones network and the ability to access people, celebrities, and decision makers like never before. What will you do with that opportunity?photo by: Ann Larie Valentine - http://www.flickr.com/photos/sanfranannie/5356518546/
  • // CDPI - Summer Leadership Institute #CDPISLI – WHY DOESN’T ANYONE… How many of you who desire article comments, amplification of your social posts, and professional recommendations take the time to provide them?
  • // CDPI - Summer Leadership Institute #CDPISLI – START LISTENING & WATCHINGStart Listening and watching with the appropriate tools.Set alerts for: business name(s) or brand,employee names, usernames, your brand name,competition, influencers in your field,product/service names, and misspellings.
  • // CDPI - Summer Leadership Institute #CDPISLI – GET COMFY ON CAMERA Get comfortable in front of a camera because video is playing an ever increasing role.Video may give that extra oomph you need! differentiate from your competition easy and inexpensive increased visibilityFor our type of business? Will it blend, razor commercial and bubble wrap vs press.
  • // CDPI - Summer Leadership Institute #CDPISLI – BE PREPARED Are you keeping up and prepared to communicate how others wish to be communicated with?FacebookSmart phones Skype Google+
  • // CDPI - Summer Leadership Institute #CDPISLI – YOU’RE WORTH OWNERSHIP Pretend that this is the old west and you can very inexpensively go out and lay claim to a piece of property to call your own. It may seem like a lot right now, but it is the best investment you can make, because it is an investment in yourself. And you’re worth it!photo by: me, Kevin Mullett.
  • // CDPI - Summer Leadership Institute #CDPISLI – THE DANGERS OF FREE What if one morning your shop was chained closed, sealed off, and you had no idea who to call to resolve the problem? ArsTechnica is just one of the latest stories where Facebook has shut down their page with no obvious way to reinstate it. http://arstechnica.com/business/news/2011/04/facebook-shoots-first-ignores-questions-later-account-lock-out-attack-works.ars?comments=1#comments-barhttp://techsavvyagent.com/video/facebook-shuts-down-page-with-47000-fans/
  • // CDPI - Summer Leadership Institute #CDPISLI – A CLICK IS NOT A BLOOD OATH Facebook events are easy and cheap, but you sacrifice real thoughtful signups, info gathering, and at times a commitment to come. What about people who are not on Facebook?
  • // CDPI - Summer Leadership Institute #CDPISLI – KEEP YOUR TRAFFIC, SEO & VISIBILITY Embed signup capability via services like eventbriteClients often talk about how hard it is to find things to blog or post news about when in reality they are letting things they are already doing go un-optimized. Don’t give away traffic, search engine optimization and brand visibility to third party sites.
  • // CDPI - Summer Leadership Institute #CDPISLI – INVEST IN OWNERSHIP Jobs will change, your name won’t: you are likely to changejobs many times in your lifetime, however save for a few reasons, your name will not. Free services come and go so own a domain! $10/ year (do it)
  • // CDPI - Summer Leadership Institute #CDPISLI – WHAT TO WRITEClients often talk about how hard it is to find things to blog or post news about when in reality it’s right in front of them. Don’t give away traffic, search engine optimization and brand visibility to third party sites or email only responses.
  • // CDPI - Summer Leadership Institute #CDPISLI – BLOGGING…DO I HAVE TO? Thoughts on efficiently blogging for products and services. Convert product question response emails into posts Get guest bloggers Have them share via social Use video reviews & stories Link to specific product(s) and service offering pages from blog posts.
  • // CDPI - Summer Leadership Institute #CDPISLI – GOOGLE GIVE YOU CLUES Let Google give you the clues on long tail subjects.Google InstantMore search tools (left)Searches related to (bottom)Related searches (top) doesn’t always appear
  • // CDPI - Summer Leadership Institute #CDPISLI – MEASURE IF IT WORKED Success can mean different things to different types of businesses and communities. We want to monitor where leads are coming from. Do they result from a happier community? We also want to monitor if there is a higher satisfaction for issue resolution. What is the current customer satisfaction ranking.We can also look to see if social participation is increasing traffic to our website and landing page effectiveness, conversion funnels, bounce rates, time on site, and many other types of clues in order to fine tune ROI. We can also use the new Google Analytics annotation feature so you can look back and recall what caused traffic spikes.
  • // CDPI - Summer Leadership Institute #CDPISLI – USE THE H.E.L.P. PHILOSOPHY H.E.L.P. philosophy = Humanize your message, Encourage conversation, Listen first, Promote Less.
  • // CDPI - Summer Leadership Institute #CDPISLI – CONNECT WITH ME Don’t wait to start building your online and offline network. Need an easy start? Search for Kevin Mullett, find me on a network you already participate on and say hello.http://www.kevinmullett.com/about/Picture by: Joe Shoemaker - http://www.flickr.com/photos/joeshoe/5740389452/
  • // CDPI - Summer Leadership Institute #CDPISLI - GET TIPS, TRICKS, INVITES, AND INFO Find out what’s in The Puzzle Box by subscribing to: bit.ly/ThePuzzleBox
  • // CDPI - Summer Leadership Institute #CDPISLI – PHOTO ATTRIBUTIONS Don’t wait to start building your online and offline network. Need an easy start? Search for Kevin Mullett, find me on a network you already participate on and say hello.
  • // CDPI - Summer Leadership Institute #CDPISLIRecommendations for a restaurant will likely be taken at face value. Recommendations for new hires will be validated. Where do we go to do research these days?
  • i received an email telling me that… my website isn’t optimized that domains are being bought with my name in China that I should concentrate on facebook (or other *new service that is taking over the World) there is this new marketing technique that i should be using instead of all the old methods
  • Social Media // Think you can still ignore social media?: business who are still trying to avoid social media or who are being overly selective may not be getting the entire picture. less discussed are the SEO, visibility, and traffic value that social media can provide.
  • Which phone line will you be ignoring today?
  • I believe social media participation by your current or potential customers is not none or all, but likely in-between.
  • A “finished” product? Things you believe in? Things that produce measurable results?
  • Online Communications Personally & Professionally - CDPI Leadership Institute

    1. 1. TO ONLINE COMMUNICATIONS PERSONALLY & PROFESSIONALLY@kmullett CDPI - Summer Leadership Institute #CDPISLI
    2. 2. Social media and online marketing isn’t about the tools you use or the online community you join, but about the story you tell and presence you make. CAN I FIND YOU@kmullett CDPI - Summer Leadership Institute #CDPISLI
    3. 3. PSSST…THEY’RE THE SAME PEOPLE If you believe that people are referring others to you during parties, family gatherings, and other traditional conversations why is it so hard for you to believe they are doing so online?@kmullett CDPI - Summer Leadership Institute #CDPISLI
    4. 4. VISIBILITY@kmullett CDPI - Summer Leadership Institute #CDPISLI
    5. 5. There is a lot of misinformation,speculation, opinion and hypebeing spread about onlinemarketing. Worse is theexpectation that social mediashould be free, effortless, andeasy, yet produce greater ROI. HYPE & HYSTERIA@kmullett CDPI - Summer Leadership Institute #CDPISLI
    6. 6. BUDGET & STRATEGY@kmullett CDPI - Summer Leadership Institute #CDPISLI
    7. 7. While social media is free to use, it is not free to do. Weigh time and attention against opportunity and return. It is also not a task you complete! FREE TO USE, NOT DO@kmullett CDPI - Summer Leadership Institute #CDPISLI
    8. 8. THE TOOLS HAVE CHANGED BUT… Increased adoption or proliferation does not mean new. The tools and nomenclature are new but "social media“, websites, and blogging is not.@kmullett CDPI - Summer Leadership Institute #CDPISLI
    9. 9. @kmullett CDPI - Summer Leadership Institute #CDPISLI
    10. 10. DOES SOCIAL MEDIA WORK? • Opportunity • Visibility (2 audiences) • Traffic • T.O.M. /referrals • Proof of Expertise@kmullett CDPI - Summer Leadership Institute #CDPISLI
    11. 11. tv dm (direct mail) radio newspaper print (brochures/ads) email marketing social SEO search marketing tradeshows sponsorships (nascar etc.) yellow pages (not shown)@kmullett CDPI - Summer Leadership Institute #CDPISLI
    12. 12. No marketing media channel has 100% eyeballs or is 100% effective. We need to prioritize based on goals, resources, and business objectives. NO SILVER BULLETS@kmullett CDPI - Summer Leadership Institute #CDPISLI
    13. 13. ACTION: WHAT DO THEY PREFER? Which phone line will you be ignoring today? Tools to find your audience:@kmullett CDPI - Summer Leadership Institute #CDPISLI
    14. 14. ACTION: YOUR ONLINE ELEVATOR PITCH • Consistent voice, brand, and message • Optimize your “what we do” paragraph then adapt it to fit in various profile areas (160 characters in twitter for example) • Photos for personal, photo or logo for businesses@kmullett CDPI - Summer Leadership Institute #CDPISLI
    15. 15. @kmullett CDPI - Summer Leadership Institute #CDPISLI
    16. 16. @kmullett CDPI - Summer Leadership Institute #CDPISLI
    17. 17. ACTION: GRAB YOUR BRAND/IDENTITY namechk.com@kmullett CDPI - Summer Leadership Institute #CDPISLI
    18. 18. EVIDENCE@kmullett CDPI - Summer Leadership Institute #CDPISLI
    19. 19. DO YOU SEE THE VALUE? Social media works best when you are a willing participant, see value, & treat it like a lifestyle, instead of a task.@kmullett CDPI - Summer Leadership Institute #CDPISLI
    20. 20. VALUE@kmullett CDPI - Summer Leadership Institute #CDPISLI
    21. 21. BE PROACTIVELY AUGMENTING… • Visibility • Circle of influence • Built in audience • Recommendations for work completed • Knowledge outside of degree • Relationships@kmullett CDPI - Summer Leadership Institute #CDPISLI
    22. 22. ALEC BROWNSTIEN…WHAT BOX? Bought AdWords for 5 creative directors names, which cost him $6. He received an interview with all but one! http://www.thegooglejobexperiment.com/@kmullett CDPI - Summer Leadership Institute #CDPISLI
    23. 23. AM I POPULAR AND IMPORTANT YET?@kmullett CDPI - Summer Leadership Institute #CDPISLI
    24. 24. REPUTATION@kmullett CDPI - Summer Leadership Institute #CDPISLI
    25. 25. THIS IS THE WRONG FOCUS Would any of these people be your ideal demographic?@kmullett CDPI - Summer Leadership Institute #CDPISLI
    26. 26. VANITY, NOT ACCOUNT VITALITY Where is the value? He uses #followback, but doesn’t.@kmullett CDPI - Summer Leadership Institute #CDPISLI
    27. 27. WHY DON’T THEY LIKE US? • Are we clear with our message? • Is design or action most important? • What is our call to action? • What is in it for them?@kmullett CDPI - Summer Leadership Institute #CDPISLI
    28. 28. CONNECTING THE DOTS… or Do these printed pieces promote social channels? What is the social strategy?@kmullett CDPI - Summer Leadership Institute #CDPISLI
    29. 29. TIE IT TOGETHER WITH A CAMPAIGN In print, on air, online, and in-store. i.e. connecting the dots@kmullett CDPI - Summer Leadership Institute #CDPISLI
    30. 30. TIE OFFLINE/ONLINE/MOBILE TOGETHER QR Codes and mobile sites need a strategic purpose!@kmullett CDPI - Summer Leadership Institute #CDPISLI
    31. 31. The real failure of QR Code usage: nonstrategic, uncreative, and untested implementation. QR CODE FAILURE@kmullett CDPI - Summer Leadership Institute #CDPISLI
    32. 32. HELP THEM FIND YOU Which of these two will grow their Facebook page?@kmullett CDPI - Summer Leadership Institute #CDPISLI
    33. 33. CLICK “LIKE” IF YOU BREATH AIR A creative way to keep in front of people (edgerank) or spam? It can be a very fine line!@kmullett CDPI - Summer Leadership Institute #CDPISLI
    34. 34. ACTION: SOCIAL ACTIVITY OPTIMIZATION • Optimize your efforts • Schedule activity during peak times • Use tools to consolidate accounts@kmullett CDPI - Summer Leadership Institute #CDPISLI
    35. 35. 10 MINUTES/DAY@kmullett CDPI - Summer Leadership Institute #CDPISLI
    36. 36. THE RALLY’S FOURSQUARE INCIDENT Is this how your company would handle a complaint?@kmullett CDPI - Summer Leadership Institute #CDPISLI
    37. 37. MONITOR YOUR FOURSQUARE ACTIVITY • Is anyone checking in • See who publically checks in • Watch for positive or negative comments • Catch inappropriate photos@kmullett CDPI - Summer Leadership Institute #CDPISLI
    38. 38. NETWORKING@kmullett CDPI - Summer Leadership Institute #CDPISLI
    39. 39. How many of you who desire article comments, amplification of your social posts, and professional recommendations take the time to provide them? WHY DOESN’T ANYONE@kmullett CDPI - Summer Leadership Institute #CDPISLI
    40. 40. ACTION: START LISTENING & WATCHING Set alerts for: business name(s) or brand, employee names, usernames, your brand name, competition, influencers in your field, product/service names, and misspellings.@kmullett CDPI - Summer Leadership Institute #CDPISLI
    41. 41. ACTION: GET COMFY ON CAMERA Video may give that extra visibility you need! • Differentiate from your competition • Easy and inexpensive to embed from Youtube • Increased visibility & no plug-in@kmullett CDPI - Summer Leadership Institute #CDPISLI
    42. 42. ACTION: BE PREPARED Are you keeping up and prepared to communicate how others wish to be communicated with? • Facebook • Smart phones • Skype • Google+@kmullett CDPI - Summer Leadership Institute #CDPISLI
    43. 43. OWNERSHIP@kmullett CDPI - Summer Leadership Institute #CDPISLI
    44. 44. THE DANGERS OF FREE • Ars Technica (suggested copyright infringement?) • Jonathan Rivera’s page with 47’000 fans (vanity url)@kmullett CDPI - Summer Leadership Institute #CDPISLI
    45. 45. A CLICK IS NOT A BLOOD OATH Facebook events • No formal signup • No info gathering • No commitment • Not for everyone@kmullett CDPI - Summer Leadership Institute #CDPISLI
    46. 46. ACTION: KEEP TRAFFIC, SEO & VISIBILITY! Embed signup capability via services like eventbrite@kmullett CDPI - Summer Leadership Institute #CDPISLI
    47. 47. ACTION: INVEST IN OWNERSHIP You are likely to change jobs many times in your lifetime, however save for a few reasons, your name will not. Free services come and go! Own a domain! $10/ year (do it)@kmullett CDPI - Summer Leadership Institute #CDPISLI
    48. 48. Clients often talk about how hard it is to find things to blog or post news about when in reality it’s right in front of them. Don’t give away traffic, search engine optimization and brand visibility to third party sites or email only responses. WHAT TO WRITE@kmullett CDPI - Summer Leadership Institute #CDPISLI
    49. 49. ACTION: BLOGGING…DO I HAVE TO? Efficient blogging ideas. • Convert customer question response emails into posts • Share via social • Use video reviews & stories • Link to specific information yoursite.com/blog pages from blog posts. vs blog.othersite.com • Get guest bloggers@kmullett CDPI - Summer Leadership Institute #CDPISLI
    50. 50. ACTION: GOOGLE GIVES YOU CLUES Let Google give you ideas on which long tail subjects to write about. • Google Instant • More search tools (left) • Searches related to (bottom) • Related searches (top) [doesn’t always appear]@kmullett CDPI - Summer Leadership Institute #CDPISLI
    51. 51. ACTION: MEASURE IF IT WORKED • Monitor contacts, calls, lead sources (referrals) • email subscriptions and network growth (quality) • Check Google Analytics, Google Webmaster tools: bounce rates, time on site, pages visited, conversion, confirmation pages, and…well that’s another seminar.@kmullett CDPI - Summer Leadership Institute #CDPISLI
    52. 52. Humanize yourmessage, Encourageconversation, Listenfirst, Promote Less. H.E.L.P PHILOSOPHY@kmullett CDPI - Summer Leadership Institute #CDPISLI
    53. 53. bit.ly/aboutKM ME@kmullett cirrusabs.com / @cirrusabs
    54. 54. GET TIPS, TRICKS, INVITES, AND INFO Find out what’s in The Puzzle Box bit.ly/ThePuzzleBox or text CIRRUSABS to 71813@kmullett CDPI - Summer Leadership Institute #CDPISLI
    55. 55. Photography by Kevin Mullett or Stock agencies unless noted below. Jonathan Robson - © baby shave Seth J – hidden rabbit Horton Group – mean dog behind fence West McGowan – empty billboard Ann Larie Valentrine – ukiah’s still hangin’ in w/roladex’s Joe Shoemaker – untitled pic of me ATTRIBUTION@kmullett cirrusabs.com / @cirrusabs
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