The Business Case for Social Media
Michael Reynolds, SpinWeb

Getting the Word Out
• I have a great product/service
• How do I tell people about it?
• How do I reach qualified customers?

Interruption marketing is Trust-based / Referral
losing relevance Marketing is winning

Is paper really scalable anymore?
Is it effective? Is it a crutch?

Social Media breathes new life into traditional marketing

TRUST DRIVES
TRANSACTIONS

Tru st a sa
Strate gy

’s SOCIAL MEDIA

Establish Center of Influence
• Company web site (or blog)
• Should be professionally-
designed, attractive, and active
• Should be an information
resource about your company
• Should be ready to collect leads/
sales

Line between business and personal is blurring - everyone is
interested in people

How to interact with the network?
• Ask Questions
• Answer Questions
• Add value to the community
by sharing interesting content

Why should
you do it?
• It can generate leads,
referrals and eventually
money
• It’s permission marketing
(It's all about 'Yes')
• It’s another outlet for
your content
• It’s Fun :-)

Which social media?

Blogging is a great platform for building authority
Blogging helps drive organic search engine traffic
Blogging gives you something to distribute

• Over 30 million professionals use LinkedIn to
exchange information, ideas and opportunities
• Find referral partners
• Find employees
• Find a job

LinkedIn Helps You Make Professional Connections

• More than 120 million active users
• Facebook is the 4th most-trafficked website
in the world
• Facebook is the most-trafficked social media site
in the world

Facebook Groups
Great for common-interest groups
Useful for non-profits, volunteer organizations
Create groups for your customers and potential customers to
share information

Facebook Fan Pages
• Great for businesses
• Allows installation of applications, blogs postings, etc.
• Indexed by search engines
• Business ideas: post events, workshops, press releases,
blog entries, design galleries, product videos, etc.

• Twitter asks one question, "What are you doing?"
or “What has your attention?” Answers must be
under 140 characters in length and can be sent
via mobile texting, instant message, or the web.
• Twitter can be used to update your Facebook
status, your blog, and various other sources
simultaneously.

300 Followers 500 Followers
100 Followers
1000 Followers 400 Followers 4000 Followers
200 Followers 500 Followers 3000 Followers

1 Good Tweet = 10,000 impressions
You now have a virtual PR and marketing team that works for free

Things that are likely to get re-tweeted
• Topical articles
• “How to” articles
• Informative blog posts
• Interesting press releases
• “Top 10” articles
• Local events
• Opinion blogs
• Content related to popular
trends

Use Twitter Search for research/prospecting

Use Twitter Search for research/prospecting

Use Twitter Search for research/prospecting

Yikes! People are asking for referrals?

Yikes! People are asking for referrals?

TweetBeep automates your alerts

Business Etiquette
• Avoid blatant self-promotion
• Post useful, interesting
information (articles, blog
posts, news, events, etc.)
• Promote others to build
connections
• Make introductions to refer
business to others (givers gain)
• Remember to be professional,
yet interesting and personal

“Halo of Authority”

The Business Case for Social Media
Michael Reynolds, SpinWeb