Social Networking November 17, 2009
What is Social Media? <ul><li>Web 1.0: </li></ul><ul><ul><li>Banner Ads </li></ul></ul><ul><ul><li>Pay Per Click </li></ul...
What is Social Media? <ul><li>Web 2.0/Social Media is User Generated: </li></ul><ul><ul><li>YouTube/Online Videos </li></u...
What is Social Media <ul><li>External Web sites </li></ul><ul><li>“ Word of Mouth” Gone Digital </li></ul><ul><li>It’s NOT...
What is Social Media <ul><li>14% Say They Trust Advertisements </li></ul><ul><li>78% Trust the Recommendations of Other Co...
What is Social Media <ul><li>Many Applications Outside Marketing: </li></ul><ul><ul><li>Customer Service: Twitter; Groups ...
Traditional v. Social <ul><ul><li>“ The Break Up” </li></ul></ul><ul><ul><li>http://www.youtube.com/watch?v=D3qltEtl7H8 </...
Strategy is Key <ul><li>SM Should Be Part of Your Marketing Plan: </li></ul><ul><ul><li>Objective </li></ul></ul><ul><ul><...
Strategy is Key <ul><li>Sample Objectives: </li></ul><ul><ul><li>Great Positive Image Of Store </li></ul></ul><ul><ul><li>...
Strategy is Key <ul><li>Sample Strategies: </li></ul><ul><ul><li>Listen </li></ul></ul><ul><ul><li>Tell Our Story </li></u...
Strategy is Key <ul><li>Sample Tactics: </li></ul><ul><ul><li>YouTube Videos </li></ul></ul><ul><ul><ul><li>“ How To” </li...
Where To Begin? <ul><li>Listen & Respond is A Great Starter Strategy </li></ul>
Target Audience <ul><li>What Do Customers Need and How Can We Meet Their Needs? </li></ul><ul><li>Engage Customers & Meet ...
Target Audience <ul><li>Where Are The Customers? </li></ul><ul><ul><li>Geography for New </li></ul></ul><ul><ul><li>United...
Target Audience <ul><li>Start Where Your Audience Is Already Engaged: </li></ul><ul><ul><li>http://www.go2web20.net </li><...
Engagement Strategy <ul><li>Phase 1: Provide Value </li></ul><ul><li>Phase 2: Interact & Engage </li></ul><ul><li>Phase 3:...
Most Popular SM <ul><li>How Many Do You Use? </li></ul><ul><ul><li>YouTube/Online Video </li></ul></ul><ul><ul><li>Twitter...
YouTube/Online Video <ul><li>Owned By Google </li></ul><ul><li>80 Million Americans View Monthly* </li></ul><ul><li>What N...
YouTube/Online Video <ul><li>Videos Can Be Embedded Into Your Site </li></ul><ul><ul><li>Why Buy From Us? </li></ul></ul><...
YouTube/Online Video <ul><ul><li>How To’s </li></ul></ul><ul><ul><ul><li>Buy or Lease a Vehicle </li></ul></ul></ul><ul><u...
YouTube/Online Video <ul><ul><li>Warranty Updates </li></ul></ul><ul><ul><li>Safety Bulletin Announcements </li></ul></ul>...
YouTube/Online Video <ul><li>Inexpensive Flip Video Cameras for About $150 </li></ul><ul><li>Use Portable Lighting from Se...
YouTube/Online Video <ul><li>DON’T </li></ul><ul><ul><li>Create A YouTube Channel for Your TV Commercials </li></ul></ul><...
Twitter <ul><li>Microblogging Site; 140 Characters </li></ul><ul><li>23 Million Unique Visitors/Month* </li></ul><ul><li>A...
Twitter <ul><li>Set Up Account </li></ul><ul><li>Use More Common Name for Your Location </li></ul><ul><ul><li>i.e. Milwauk...
Twitter <ul><li>Use As Many Descriptive Words as You Can for Bio </li></ul><ul><li>Include Your Web site URL </li></ul><ul...
Twitter <ul><li>URL Shortners: </li></ul><ul><ul><li>TinyURL </li></ul></ul><ul><ul><li>bit.ly </li></ul></ul><ul><ul><li>...
Twitter <ul><li>Lingo: </li></ul><ul><ul><li>Tweet = Message </li></ul></ul><ul><ul><li>@ Reply – Response to a Tweet </li...
Twitter <ul><li>Listen </li></ul><ul><ul><li>Set Up Alerts to Find Out What’s Being Written About You/Competitors </li></u...
Twitter <ul><li>Engage </li></ul><ul><ul><li>Add Value to The Conversation </li></ul></ul><ul><ul><li>If An Employee is Pa...
Twitter <ul><li>Transact </li></ul><ul><ul><li>Offer Specials </li></ul></ul><ul><ul><li>Promote Contests </li></ul></ul><...
Twitter <ul><li>Don’t: </li></ul><ul><ul><li>Just Offer Specials </li></ul></ul><ul><ul><li>Follow Random People </li></ul...
Facebook/MySpace <ul><li>Facebook </li></ul><ul><ul><li>124 Million Users* </li></ul></ul><ul><ul><li>Average Age = 33 Yea...
Facebook/MySpace <ul><li>Facebook </li></ul><ul><ul><li>Set Up A Fan Page </li></ul></ul><ul><ul><li>Have A Plan/Calendar ...
Facebook/MySpace <ul><li>Facebook </li></ul><ul><ul><li>Promote Fan Page: </li></ul></ul><ul><ul><ul><li>Facebook Advertis...
Facebook/MySpace <ul><li>Good Examples:  </li></ul><ul><ul><li>AutoNation </li></ul></ul><ul><ul><li>Cardinal Way “Mazda C...
Facebook/MySpace <ul><li>Don’ts: </li></ul><ul><ul><li>Set Up A Group </li></ul></ul><ul><ul><ul><li>Visitor Stats N/A </l...
Blogging <ul><li>Web Log = Blog </li></ul><ul><li>77% of Web Users Read Blogs* </li></ul><ul><li>TrendPedia = Find Out Wha...
Blogging <ul><li>Many Free Sites: </li></ul><ul><ul><li>WordPress </li></ul></ul><ul><ul><ul><li>26 Million Unique Visitor...
Blogging <ul><li>Why Blog? </li></ul><ul><ul><li>Establish Expertise </li></ul></ul><ul><ul><li>Test Ideas Or Products </l...
Blogging <ul><li>Blogging Policy Should Be The Same as Your E-mail Policy </li></ul><ul><li>Be Conversational, Authenticit...
Blogging <ul><li>DON’T: </li></ul><ul><ul><li>Start A Blog and Ignore It </li></ul></ul><ul><ul><li>Post Sporadically  </l...
LinkedIn <ul><li>Professional Networking Site </li></ul><ul><li>15 Million Users/Month </li></ul><ul><li>Average Age = 39 ...
LinkedIn <ul><li>Salespeople Should Use as A Resource to Stay Connected with Customers </li></ul><ul><li>Makes Your Connec...
LinkedIn <ul><li>Recruiting Tool </li></ul><ul><li>Business to Business Resource </li></ul><ul><ul><li>Company Search </li...
LinkedIn <ul><li>Good Example:  </li></ul><ul><ul><li>Ewald Advantage Program </li></ul></ul><ul><li>Are You On LinkedIn? ...
LinkedIn <ul><li>DON’T: </li></ul><ul><ul><li>Allow Access to Your Contacts When An Employee Leaves </li></ul></ul><ul><ul...
Web 1.0 <ul><li>Is Your Web site User Friendly? </li></ul><ul><ul><li>Usability Study: </li></ul></ul><ul><ul><ul><li>Pick...
Web 1.0 <ul><li>Search Engine Optimization </li></ul><ul><ul><li>Keyword Research </li></ul></ul><ul><ul><ul><li>Google Ke...
Web 1.0 <ul><li>Search Engine Marketing </li></ul><ul><ul><li>You Don’t Need A Large Budget </li></ul></ul><ul><ul><li>Mak...
Ten Things SM Can’t Do <ul><li>Substitute for a Marketing Strategy </li></ul><ul><li>Success without Top Management Buy-in...
Ten Things SM Can’t Do <ul><li>Be Done In-House By Majority of Companies </li></ul><ul><li>Provide a Quick Fix to the Bott...
Ten Things SM Can’t Do <ul><li>Be Done by “Kids” Who Understand Social Innately  </li></ul><ul><li>Replace PR </li></ul>Ad...
Things to Strive For <ul><li>Be Authentic.  People can spot a fake from miles away. </li></ul><ul><li>Be Consistent.  Comm...
Things to Strive For <ul><li>Add Value  in relevant ways. </li></ul><ul><li>Share  stories and pictures. </li></ul><ul><li...
Expectations <ul><li>Sad Clowns Are Confusing. </li></ul><ul><li>Stay Consistent with Your Brand. </li></ul>
Expectations <ul><li>Can’t Put the Genie Back in the Bottle </li></ul><ul><li>Discretion is Paramount. </li></ul>
Gameplan <ul><li>Minimum: </li></ul><ul><ul><li>Set Up Google Alerts </li></ul></ul><ul><ul><li>Set Up TweetBeep Alerts </...
Gameplan <ul><li>Engagement Strategy: </li></ul><ul><ul><li>Listen </li></ul></ul><ul><ul><li>Add Value </li></ul></ul><ul...
Gameplan <ul><li>Listen: </li></ul><ul><ul><li>Search for People & Topics Using Keywords </li></ul></ul><ul><ul><li>Find t...
Gameplan <ul><li>Goal is NOT to Control the Conversation </li></ul><ul><li>Goal is to: </li></ul><ul><ul><li>Enable </li><...
Mary’s Contact Info <ul><li>[email_address] </li></ul><ul><li>262.309.2342 </li></ul><ul><li>http://www.maryallemon.com </...
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11 17 09 ADAMM

  1. 1. Social Networking November 17, 2009
  2. 2. What is Social Media? <ul><li>Web 1.0: </li></ul><ul><ul><li>Banner Ads </li></ul></ul><ul><ul><li>Pay Per Click </li></ul></ul><ul><ul><li>Search Engine Optimization </li></ul></ul><ul><ul><li>E-mail Marketing </li></ul></ul><ul><ul><li>Affiliate Marketing </li></ul></ul>
  3. 3. What is Social Media? <ul><li>Web 2.0/Social Media is User Generated: </li></ul><ul><ul><li>YouTube/Online Videos </li></ul></ul><ul><ul><li>Twitter </li></ul></ul><ul><ul><li>Facebook/MySpace </li></ul></ul><ul><ul><li>Blogging </li></ul></ul><ul><ul><li>LinkedIn </li></ul></ul>
  4. 4. What is Social Media <ul><li>External Web sites </li></ul><ul><li>“ Word of Mouth” Gone Digital </li></ul><ul><li>It’s NOT Free, It Takes Work </li></ul>
  5. 5. What is Social Media <ul><li>14% Say They Trust Advertisements </li></ul><ul><li>78% Trust the Recommendations of Other Consumers </li></ul>Source: Nielsen “Trust in Advertising” Report, 10/07
  6. 6. What is Social Media <ul><li>Many Applications Outside Marketing: </li></ul><ul><ul><li>Customer Service: Twitter; Groups </li></ul></ul><ul><ul><li>Training: Videos, RSS Articles </li></ul></ul><ul><ul><li>HR: Podcasts, E-mail, Closed Communities </li></ul></ul><ul><ul><li>Product Marketing Research: Online Polls/Contests </li></ul></ul>
  7. 7. Traditional v. Social <ul><ul><li>“ The Break Up” </li></ul></ul><ul><ul><li>http://www.youtube.com/watch?v=D3qltEtl7H8 </li></ul></ul>
  8. 8. Strategy is Key <ul><li>SM Should Be Part of Your Marketing Plan: </li></ul><ul><ul><li>Objective </li></ul></ul><ul><ul><li>Strategy </li></ul></ul><ul><ul><li>Tactics </li></ul></ul>
  9. 9. Strategy is Key <ul><li>Sample Objectives: </li></ul><ul><ul><li>Great Positive Image Of Store </li></ul></ul><ul><ul><li>Drive Traffic to Web site </li></ul></ul><ul><ul><li>Drive Traffic to Store </li></ul></ul>
  10. 10. Strategy is Key <ul><li>Sample Strategies: </li></ul><ul><ul><li>Listen </li></ul></ul><ul><ul><li>Tell Our Story </li></ul></ul><ul><ul><li>Position Ourselves As Experts </li></ul></ul><ul><ul><li>Put A Human Face On the Organization </li></ul></ul><ul><ul><li>Tell A Strategic Story </li></ul></ul>
  11. 11. Strategy is Key <ul><li>Sample Tactics: </li></ul><ul><ul><li>YouTube Videos </li></ul></ul><ul><ul><ul><li>“ How To” </li></ul></ul></ul><ul><ul><ul><li>Salespeople </li></ul></ul></ul><ul><ul><ul><li>Testimonials </li></ul></ul></ul><ul><ul><li>Facebook Fan Page </li></ul></ul><ul><ul><li>Weekly Blog </li></ul></ul><ul><ul><li>Twitter Team </li></ul></ul>
  12. 12. Where To Begin? <ul><li>Listen & Respond is A Great Starter Strategy </li></ul>
  13. 13. Target Audience <ul><li>What Do Customers Need and How Can We Meet Their Needs? </li></ul><ul><li>Engage Customers & Meet Their Needs </li></ul>
  14. 14. Target Audience <ul><li>Where Are The Customers? </li></ul><ul><ul><li>Geography for New </li></ul></ul><ul><ul><li>United States for Used </li></ul></ul><ul><li>Where Are My Influencers? </li></ul><ul><ul><li>i.e. Car Aficionado </li></ul></ul><ul><li>Where Are They Online? </li></ul>
  15. 15. Target Audience <ul><li>Start Where Your Audience Is Already Engaged: </li></ul><ul><ul><li>http://www.go2web20.net </li></ul></ul><ul><ul><li>Add a keyword and it shows what SM sites they use </li></ul></ul><ul><li>Where Can We Add Value By Joining the Conversation? </li></ul>
  16. 16. Engagement Strategy <ul><li>Phase 1: Provide Value </li></ul><ul><li>Phase 2: Interact & Engage </li></ul><ul><li>Phase 3: Transact (Coupons, etc.) </li></ul>
  17. 17. Most Popular SM <ul><li>How Many Do You Use? </li></ul><ul><ul><li>YouTube/Online Video </li></ul></ul><ul><ul><li>Twitter </li></ul></ul><ul><ul><li>Facebook/MySpace </li></ul></ul><ul><ul><li>Blogging </li></ul></ul><ul><ul><li>LinkedIn </li></ul></ul>
  18. 18. YouTube/Online Video <ul><li>Owned By Google </li></ul><ul><li>80 Million Americans View Monthly* </li></ul><ul><li>What Need Is Not Being Met? </li></ul><ul><ul><ul><li>Use Google Keyword Tool </li></ul></ul></ul><ul><ul><ul><li>Betty Crocker – Kid’s Birthday Cakes </li></ul></ul></ul>*Quantcast.com
  19. 19. YouTube/Online Video <ul><li>Videos Can Be Embedded Into Your Site </li></ul><ul><ul><li>Why Buy From Us? </li></ul></ul><ul><ul><li>Salespeople Bio’s </li></ul></ul><ul><ul><li>Customer Testimonials </li></ul></ul><ul><ul><li>Competitive Videos Comparing Specific Models </li></ul></ul>
  20. 20. YouTube/Online Video <ul><ul><li>How To’s </li></ul></ul><ul><ul><ul><li>Buy or Lease a Vehicle </li></ul></ul></ul><ul><ul><ul><li>Set Up Navigation or Bluetooth </li></ul></ul></ul><ul><ul><ul><li>Night Drop Off </li></ul></ul></ul><ul><ul><ul><li>Wax/Detail Car </li></ul></ul></ul><ul><ul><li>Event Videos </li></ul></ul><ul><ul><ul><li>Community Events </li></ul></ul></ul><ul><ul><ul><li>Sales Events </li></ul></ul></ul><ul><ul><li>Preventative Maintenance Tips </li></ul></ul>
  21. 21. YouTube/Online Video <ul><ul><li>Warranty Updates </li></ul></ul><ul><ul><li>Safety Bulletin Announcements </li></ul></ul><ul><ul><li>Aftermarket Parts for Performance </li></ul></ul><ul><ul><li>Explain Service Contracts </li></ul></ul><ul><ul><li>Talk About Finance Basics </li></ul></ul>
  22. 22. YouTube/Online Video <ul><li>Inexpensive Flip Video Cameras for About $150 </li></ul><ul><li>Use Portable Lighting from Service Department </li></ul><ul><li>Good Example: </li></ul><ul><ul><li>PrestonHonda.com </li></ul></ul><ul><li>Do You Know Any Examples? </li></ul>
  23. 23. YouTube/Online Video <ul><li>DON’T </li></ul><ul><ul><li>Create A YouTube Channel for Your TV Commercials </li></ul></ul><ul><ul><li>Create Videos All At Once </li></ul></ul><ul><ul><li>Forget to Turn Off “Related Videos” When You Embed </li></ul></ul>
  24. 24. Twitter <ul><li>Microblogging Site; 140 Characters </li></ul><ul><li>23 Million Unique Visitors/Month* </li></ul><ul><li>Average Age is 31 Years Old** </li></ul><ul><li>Exponential Growth In 2009 </li></ul><ul><li>Google/Microsoft Search Results </li></ul><ul><li>Partnership with LinkedIn 11/10/09 </li></ul>*Compete.com; **Pew Internet Report
  25. 25. Twitter <ul><li>Set Up Account </li></ul><ul><li>Use More Common Name for Your Location </li></ul><ul><ul><li>i.e. Milwaukee instead of Tosa </li></ul></ul><ul><li>Create A Background </li></ul><ul><ul><li>Free Services: Google “Free Twitter Background” </li></ul></ul>
  26. 26. Twitter <ul><li>Use As Many Descriptive Words as You Can for Bio </li></ul><ul><li>Include Your Web site URL </li></ul><ul><li>Start Following People </li></ul><ul><ul><li>Twellow.com </li></ul></ul><ul><ul><li>Twitter Advanced Search </li></ul></ul>
  27. 27. Twitter <ul><li>URL Shortners: </li></ul><ul><ul><li>TinyURL </li></ul></ul><ul><ul><li>bit.ly </li></ul></ul><ul><ul><li>budurl </li></ul></ul><ul><li>Can run from applications: </li></ul><ul><ul><li>Hootsuite </li></ul></ul><ul><ul><li>Tweetdeck </li></ul></ul>
  28. 28. Twitter <ul><li>Lingo: </li></ul><ul><ul><li>Tweet = Message </li></ul></ul><ul><ul><li>@ Reply – Response to a Tweet </li></ul></ul><ul><ul><li>DM = Direct Message Only if Following </li></ul></ul><ul><ul><li>RT = ReTweeting Someone’s Message; Give Them Credit with @TheirName </li></ul></ul>
  29. 29. Twitter <ul><li>Listen </li></ul><ul><ul><li>Set Up Alerts to Find Out What’s Being Written About You/Competitors </li></ul></ul><ul><ul><li>Use TweetBeep.com For Up to Ten Keywords </li></ul></ul><ul><ul><li>Twitter Search </li></ul></ul>
  30. 30. Twitter <ul><li>Engage </li></ul><ul><ul><li>Add Value to The Conversation </li></ul></ul><ul><ul><li>If An Employee is Passionate About a Related Topic AND Outgoing, They Should Tweet for the Company </li></ul></ul>
  31. 31. Twitter <ul><li>Transact </li></ul><ul><ul><li>Offer Specials </li></ul></ul><ul><ul><li>Promote Contests </li></ul></ul><ul><ul><li>Link to Other Pages </li></ul></ul><ul><li>Good Examples: </li></ul><ul><ul><li>@AutoNation </li></ul></ul><ul><ul><li>@Cortneyihde </li></ul></ul><ul><li>Are You On Twitter? </li></ul>
  32. 32. Twitter <ul><li>Don’t: </li></ul><ul><ul><li>Just Offer Specials </li></ul></ul><ul><ul><li>Follow Random People </li></ul></ul><ul><ul><li>Follow Large # of People and Then Unfollow </li></ul></ul>
  33. 33. Facebook/MySpace <ul><li>Facebook </li></ul><ul><ul><li>124 Million Users* </li></ul></ul><ul><ul><li>Average Age = 33 Years Old** </li></ul></ul><ul><li>MySpace </li></ul><ul><ul><li>50 Million & Trending Down* </li></ul></ul><ul><ul><li>Average Age = 26 Years Old** </li></ul></ul>*Compete.com; **Pew Internet Report
  34. 34. Facebook/MySpace <ul><li>Facebook </li></ul><ul><ul><li>Set Up A Fan Page </li></ul></ul><ul><ul><li>Have A Plan/Calendar on What You’re Going to Share </li></ul></ul><ul><ul><li>Add Value </li></ul></ul><ul><ul><ul><li>Outtakes From TV Shoots </li></ul></ul></ul><ul><ul><ul><li>Special Events </li></ul></ul></ul>*Compete.com; **Pew Internet Report
  35. 35. Facebook/MySpace <ul><li>Facebook </li></ul><ul><ul><li>Promote Fan Page: </li></ul></ul><ul><ul><ul><li>Facebook Advertising </li></ul></ul></ul><ul><ul><ul><ul><li>Can Target by demo’s, interests & behavior </li></ul></ul></ul></ul><ul><ul><ul><li>Your Web site </li></ul></ul></ul><ul><ul><ul><li>RO’s </li></ul></ul></ul><ul><ul><ul><li>On Hold Messages </li></ul></ul></ul><ul><ul><ul><li>E-mail Marketing </li></ul></ul></ul>
  36. 36. Facebook/MySpace <ul><li>Good Examples: </li></ul><ul><ul><li>AutoNation </li></ul></ul><ul><ul><li>Cardinal Way “Mazda Community” </li></ul></ul><ul><ul><li>Parkway Chevrolet </li></ul></ul><ul><li>Do You Know Any Good Examples? </li></ul>
  37. 37. Facebook/MySpace <ul><li>Don’ts: </li></ul><ul><ul><li>Set Up A Group </li></ul></ul><ul><ul><ul><li>Visitor Stats N/A </li></ul></ul></ul><ul><ul><ul><li>No Extra Applications Added </li></ul></ul></ul><ul><ul><ul><li>Cannot Create “Related” Events & Invites </li></ul></ul></ul><ul><ul><ul><li>Cannot Promote with Social Ads </li></ul></ul></ul><ul><ul><ul><li>Limits on Messages </li></ul></ul></ul><ul><ul><li>Worry About MySpace </li></ul></ul>
  38. 38. Blogging <ul><li>Web Log = Blog </li></ul><ul><li>77% of Web Users Read Blogs* </li></ul><ul><li>TrendPedia = Find Out What People are Blogging About </li></ul><ul><ul><li>MPG, SUV, Volt </li></ul></ul>http://www.scribd.com/doc/11481779/Social-Media-2008-Statistics
  39. 39. Blogging <ul><li>Many Free Sites: </li></ul><ul><ul><li>WordPress </li></ul></ul><ul><ul><ul><li>26 Million Unique Visitors/Month* </li></ul></ul></ul><ul><ul><li>Blogger (Owned By Google) </li></ul></ul><ul><ul><ul><li>30 Million Unique Visitors/Month* </li></ul></ul></ul><ul><li>May Be Able to Coordinate With Your Web site </li></ul>*Compete.com
  40. 40. Blogging <ul><li>Why Blog? </li></ul><ul><ul><li>Establish Expertise </li></ul></ul><ul><ul><li>Test Ideas Or Products </li></ul></ul><ul><ul><li>Media Relations </li></ul></ul><ul><ul><li>Recruiting </li></ul></ul><ul><ul><li>Deepen Customer Relationships </li></ul></ul><ul><ul><li>Rank High in Search Engines </li></ul></ul>
  41. 41. Blogging <ul><li>Blogging Policy Should Be The Same as Your E-mail Policy </li></ul><ul><li>Be Conversational, Authenticity Matters </li></ul><ul><li>Technorati – Blog Catalog Site </li></ul><ul><li>Good Example: </li></ul><ul><ul><li>Preston Group </li></ul></ul><ul><li>Do You Read Blogs? </li></ul>
  42. 42. Blogging <ul><li>DON’T: </li></ul><ul><ul><li>Start A Blog and Ignore It </li></ul></ul><ul><ul><li>Post Sporadically </li></ul></ul><ul><ul><li>Write for Search Engines </li></ul></ul>
  43. 43. LinkedIn <ul><li>Professional Networking Site </li></ul><ul><li>15 Million Users/Month </li></ul><ul><li>Average Age = 39 Years Old </li></ul><ul><li>Partnership with Twitter 11/10/09 </li></ul><ul><ul><li>Status updates to be coordinated </li></ul></ul>*Compete.com; **Pew Internet Report
  44. 44. LinkedIn <ul><li>Salespeople Should Use as A Resource to Stay Connected with Customers </li></ul><ul><li>Makes Your Connections Connections VISIBLE </li></ul><ul><li>Company Listing/Info Once You Have Several Employees Listed </li></ul>
  45. 45. LinkedIn <ul><li>Recruiting Tool </li></ul><ul><li>Business to Business Resource </li></ul><ul><ul><li>Company Search </li></ul></ul><ul><ul><li>Q&A/Groups Sections for B2B Programs </li></ul></ul><ul><li>Helps Optimize Your Site </li></ul>
  46. 46. LinkedIn <ul><li>Good Example: </li></ul><ul><ul><li>Ewald Advantage Program </li></ul></ul><ul><li>Are You On LinkedIn? </li></ul><ul><li>Have You Taken Wayne Breitbarth’s Free Class? </li></ul>
  47. 47. LinkedIn <ul><li>DON’T: </li></ul><ul><ul><li>Allow Access to Your Contacts When An Employee Leaves </li></ul></ul><ul><ul><li>Leave Your Profile at Less Than 100% Complete </li></ul></ul>
  48. 48. Web 1.0 <ul><li>Is Your Web site User Friendly? </li></ul><ul><ul><li>Usability Study: </li></ul></ul><ul><ul><ul><li>Pick 5-10 Tasks </li></ul></ul></ul><ul><ul><ul><li>Record Ten People Performing the Tasks </li></ul></ul></ul>
  49. 49. Web 1.0 <ul><li>Search Engine Optimization </li></ul><ul><ul><li>Keyword Research </li></ul></ul><ul><ul><ul><li>Google Keyword Tool </li></ul></ul></ul><ul><ul><ul><li>Keyword Density Tool - Competitive </li></ul></ul></ul><ul><ul><li>Update Copy Regularly </li></ul></ul><ul><ul><li>Backlinks from Other Sites </li></ul></ul><ul><ul><li>Links Within Your Site </li></ul></ul><ul><ul><li>Name Used Car Photos by Yr/Mk/Mdl/Trim </li></ul></ul>
  50. 50. Web 1.0 <ul><li>Search Engine Marketing </li></ul><ul><ul><li>You Don’t Need A Large Budget </li></ul></ul><ul><ul><li>Make Sure Your Creative Matches Other Campaigns </li></ul></ul><ul><ul><li>Have Ad Link Within Your Site </li></ul></ul><ul><ul><li>Vendor Should Be Able to Link Keywords to Conversions </li></ul></ul>
  51. 51. Ten Things SM Can’t Do <ul><li>Substitute for a Marketing Strategy </li></ul><ul><li>Success without Top Management Buy-in </li></ul><ul><li>Be Viewed as a Short-Term Project </li></ul><ul><li>Produce Meaningful, Measurable Results Quickly </li></ul>Advertising Age, 11/2/09
  52. 52. Ten Things SM Can’t Do <ul><li>Be Done In-House By Majority of Companies </li></ul><ul><li>Provide a Quick Fix to the Bottom Line or a Tarnished Reputation </li></ul><ul><li>Be Done Without A Realistic Budget </li></ul><ul><li>Guarantee Sales or Influence </li></ul>Advertising Age, 11/2/09
  53. 53. Ten Things SM Can’t Do <ul><li>Be Done by “Kids” Who Understand Social Innately </li></ul><ul><li>Replace PR </li></ul>Advertising Age, 11/2/09
  54. 54. Things to Strive For <ul><li>Be Authentic. People can spot a fake from miles away. </li></ul><ul><li>Be Consistent. Commit time and resources to do it well. </li></ul><ul><li>Listen + Respond. This is a two-way conversation. </li></ul>
  55. 55. Things to Strive For <ul><li>Add Value in relevant ways. </li></ul><ul><li>Share stories and pictures. </li></ul><ul><li>Be Patient. It take time to build a network in person. Same thing applies to social media. </li></ul>
  56. 56. Expectations <ul><li>Sad Clowns Are Confusing. </li></ul><ul><li>Stay Consistent with Your Brand. </li></ul>
  57. 57. Expectations <ul><li>Can’t Put the Genie Back in the Bottle </li></ul><ul><li>Discretion is Paramount. </li></ul>
  58. 58. Gameplan <ul><li>Minimum: </li></ul><ul><ul><li>Set Up Google Alerts </li></ul></ul><ul><ul><li>Set Up TweetBeep Alerts </li></ul></ul><ul><li>Start With One Or Two SM Sites </li></ul><ul><ul><ul><li>Include Social Bookmarking On Your Site, RO’s, On-hold Messages AND in E-mails </li></ul></ul></ul>
  59. 59. Gameplan <ul><li>Engagement Strategy: </li></ul><ul><ul><li>Listen </li></ul></ul><ul><ul><li>Add Value </li></ul></ul><ul><ul><li>Transact </li></ul></ul>
  60. 60. Gameplan <ul><li>Listen: </li></ul><ul><ul><li>Search for People & Topics Using Keywords </li></ul></ul><ul><ul><li>Find the Competition and See What They’re Doing Right/Wrong </li></ul></ul><ul><ul><li>Explore and Find Companies Doing Cool Things </li></ul></ul>
  61. 61. Gameplan <ul><li>Goal is NOT to Control the Conversation </li></ul><ul><li>Goal is to: </li></ul><ul><ul><li>Enable </li></ul></ul><ul><ul><li>Inspire </li></ul></ul><ul><ul><li>Influence </li></ul></ul><ul><ul><li>ENGAGE </li></ul></ul>
  62. 62. Mary’s Contact Info <ul><li>[email_address] </li></ul><ul><li>262.309.2342 </li></ul><ul><li>http://www.maryallemon.com </li></ul><ul><li>Twitter.com/mallemon </li></ul><ul><li>LinkedIn.com/in/mallemon </li></ul><ul><li>http://maryallemon.blogspot.com </li></ul>

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