Effective Personal Branding & Social Media in your Business


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Shashi Bellamkonda 's presentation at the SMC RVA event in Richmond on 18th March 2010. . Shashi (aka @shashib) is the Director of Social Media for Network Solutions, but his official title is "Social Media Swami". Case study in Effective Personal Branding and the story and inspiration for companies to engage in the social media. Tools you can use to engage with your customers

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Effective Personal Branding & Social Media in your Business

  1. 1.  Effective Personal Branding & Social Media in your Business Joint event between SMCRVA and HYPE (Greater Richmond Chamber of Commerce)
  2. 2. Thank you all for coming
  3. 3. Thanks for the tweets #SMCRVA Updated 03/19/2010
  4. 4. Today’s Discussion <ul><li>The Swami Story </li></ul><ul><li>Social Media tools in your company </li></ul><ul><li>Network Solutions Case Study </li></ul><ul><li>Q&A </li></ul>
  5. 5. Once Upon a time …..
  6. 6. And then the dreams came true …… Social Media Swami for http://www.NetworkSolutions.com
  7. 7. Opportunities always exist Customer Support Program Management Product Marketing Product Management Social Media Swami Thank you Network Solutions for being a great place to work
  8. 8. Always keep learning http://www.flickr.com/photos/thedepartment/137413905/ I studied at the Montgomery College and used local libraries
  9. 9. Help from unexpected quarters http://www.flickr.com/photos/loritingey/350043329/
  10. 10. Never Eat Alone
  11. 11. Social Media in your company
  12. 12. Become an expert yourself <ul><ul><li>You have to learn the tools </li></ul></ul><ul><ul><li>Spend your own time </li></ul></ul><ul><ul><li>Find other enthusiasts/partners in crime </li></ul></ul><ul><ul><li>Invest time in attending offline events </li></ul></ul>
  13. 13. Getting past the skeptics <ul><ul><li>No way to measure? Is there any ROI? </li></ul></ul><ul><ul><li>All these will pass </li></ul></ul><ul><ul><li>They are not mainstream, nobody pays attention to them </li></ul></ul><ul><ul><li>We cannot not control the message, lack of consistency, danger of going haywire </li></ul></ul><ul><ul><li>You can only promote the company or products </li></ul></ul><ul><ul><li>Multiple stake holder approval of the message </li></ul></ul><ul><ul><li>Tools are expensive </li></ul></ul>Photo Credit : http://www.flickr.com/photos/jonnygoldstein/2546693421/
  14. 14. Traditional media usage is changing <ul><li>92%) use multiple platforms  </li></ul><ul><li>33% access news on their cell phones. </li></ul><ul><li>28% of internet users have customized their home page  </li></ul><ul><li>37% of internet users have contributed to the creation of news </li></ul>http://www.pewinternet.org/Reports/2010/Online-News.aspx
  15. 15. Your customers are already on Social Media <ul><ul><li>Gartner : By 2014, social networking services will replace e-mail as the primary communications vehicle for 20 % of business users. </li></ul></ul><ul><ul><li>With 400M users Facebook could be the 3rd largest country in population (China and India are larger for now) </li></ul></ul><ul><ul><li>LinkedIn Now 60 Million Strong </li></ul></ul><ul><ul><li>Nearly three quarters (73%) of online teens and (72%) of young adults use social network sites </li></ul></ul><ul><ul><li>http://www.gartner.com/it/page.jsp?id=1293114 </li></ul></ul><ul><ul><li>http://www.pewinternet.org/Reports/2010/Social-Media-and-Young-Adults.aspx </li></ul></ul>
  16. 16. “ 69% percent of consumers who buy mostly online visit  social  networking sites” – IBM e-Commerce Survey 2009
  17. 17. 25% Small Business use social media presence – Doubled since last year <ul><ul><li>Network Solutions – University of Maryland Small Business Success index http://growsmartbusiness.com </li></ul></ul>See the full study at http://www.GrowSmartBusiness.com
  18. 18. Customers demand transparency This guy wants to make sure the book and the DVD are saying the same thing
  19. 19. Why Social Media ? <ul><li>Business Objectives </li></ul><ul><ul><li>Connect with customers </li></ul></ul><ul><ul><li>Get ideas, trends, buzz </li></ul></ul><ul><ul><li>Find peers and network </li></ul></ul><ul><ul><li>Easy distribution of content </li></ul></ul><ul><ul><li>Greater reach </li></ul></ul><ul><ul><li>New Clients </li></ul></ul><ul><li>Investment /Results </li></ul><ul><ul><li>Free (requires time commitment) </li></ul></ul><ul><ul><li>Flexible options </li></ul></ul><ul><ul><li>Help Your Search Engine Rankings   </li></ul></ul><ul><ul><li>Traffic to your website / business </li></ul></ul><ul><ul><li>Good Word of mouth </li></ul></ul><ul><ul><li>Leads </li></ul></ul>
  20. 20. Challenges - Who is responsible <ul><li>http://flickr.com/photos/jjgardner3/3202924768/ Jimmy Gardner http://www.eastcoastblogging.com </li></ul><ul><li>Make the whole organization responsible for social media </li></ul><ul><li>Recruit story tellers </li></ul><ul><li>Training </li></ul><ul><li>Teach people “How to “ </li></ul>
  21. 21. Managing the conversation <ul><li>http://www.webinknow.com/2008/12/the-us-air-force-armed-with-social-media.html </li></ul><ul><li>Engage with both positive and negative feedback </li></ul><ul><li>Encourage your customers to get social with you </li></ul><ul><li>Ask your employees to participate </li></ul>
  22. 22. Get everyone on your side <ul><li>Take the lawyers to lunch </li></ul><ul><li>Have a well defined Social media policy </li></ul><ul><li>Resource http://wiki.altimetergroup.com/page/Social+Media+Policies </li></ul><ul><li>Find internal bloggers and other Social media enthusiasts and gain their support </li></ul>
  23. 23. We have our CEO on our side. Interests = March of the Dimes, Boats and Gators
  24. 24. Connections, Conversations, Conversions <ul><li>Integrate Social media into your marketing campaign </li></ul><ul><li>Make your existing marketing collateral social </li></ul><ul><li>Engage with your existing customers </li></ul>Tip : Tweet to your followers when you are sending a great offer in your email newsletter
  25. 25. Make your email social <ul><li>Consolidate all your contact lists </li></ul><ul><li>Tweet news about your email offers </li></ul><ul><li>Make your email available online </li></ul>Tip : Add your social media links to your email signatures
  26. 26. Only 50% of Small business have websites Tip : Once you have your website your business is global Free websites from Network Solutions at http://www.networksolutions.com/free-website/index.jsp http:// www.nevertoomuchgreen.com /
  27. 27. Add your social media channels to your website Encourage visitors to join your social media properties
  28. 28. Non-profits are very Social
  29. 29. Make your product pages shareable Add share options on product pages
  30. 30. Share your happy moments
  31. 31. Use Google Alerts as a business intelligence tool <ul><li>Get alerted to conversations about your product </li></ul><ul><li>Trends and competition </li></ul><ul><li>Tip : Use Google alerts to get content ideas </li></ul>
  32. 32. Build your profile in sites like Linkedin Links to your website and appear in searches for LinkedIn users Tip : Ask for recommendations to include you in Service provider directory
  33. 33. Document sharing Sites <ul><li>Docstoc – http://www.docstoc.com </li></ul><ul><li>Slide Share – http://www.Slideshare.net </li></ul><ul><li>Scribd - http://www.Scribd.com </li></ul>Tip : Add a custom offer for each channel and monitor traffic from these sites
  34. 34. Websites and Blogs Call to Action to visit the company website
  35. 35. Twitter Business Info here – Your conversations will lead your connections to your page Tip : Consider having a separate account for your products and tweet a special offers and blog feeds
  36. 36. Wouldn't you like to do business with a paratrooper ? Relevant business info on your Twitter page
  37. 37. If chips can have their own page so can you! Tip : A Facebook page is different from your personal profile. You can create multiple Facebook pages
  38. 38. Facebook <ul><li>Add a newsletter sign up widget </li></ul><ul><li>Give special Facebook offers </li></ul><ul><li>Ask for feedback </li></ul><ul><li>Ask website visitors to become your Facebook fan </li></ul><ul><li>Encourage customers to join the Facebook page </li></ul>
  39. 39. Videos : Tell your Story Tip : Create a How to video, talk about your community Kodak Zi8 HD Pocket Video Camera 
  40. 40. Podcasts & Your Own Radio Shows Flickr photo by  Mark J Hunter http://www.flickr.com/photos/tartanpodcast/283456030/ Tip : Interview your users, promote their business
  41. 41. Photos - Flickr Tip : Make your story interesting with pictures . Flickr cannot be used for commerce
  42. 42. Community Building strategy <ul><li>Survey your customers </li></ul><ul><ul><li>Surveymonkey </li></ul></ul><ul><ul><li>Twitpoll </li></ul></ul><ul><li>You can build your own customer community </li></ul><ul><ul><li>Ning.com </li></ul></ul><ul><ul><li>Groupsites.com </li></ul></ul>
  43. 43. Review Sites Tips : Claim your profile , thank reviewers and answer any negative comments with grace
  44. 44. Social Customer Service
  45. 45. Social Media press release
  46. 46. Social bookmarking <ul><li>Delicious </li></ul><ul><li>Stumbleupon </li></ul><ul><li>Bizsugar </li></ul><ul><li>Amplify </li></ul><ul><li>Bx.Businessweek.com </li></ul>Tips : Use Browser bookmarklets to make it efficient
  47. 47. Mobile strategy <ul><li>The world has 1.4 Billion Tvs </li></ul><ul><li>2.5 billion cell phones </li></ul><ul><li>When people shop they don’t take their PC along </li></ul><ul><li>Customers see desperate need to compare prices </li></ul><ul><li>Buyers their social network for advice </li></ul>
  48. 48. Want to Start a Blog or Website here are some offers <ul><li>Transfer to Network Solutions 4 $6.99 using DOMSOCIAL3 | http://ow.ly/1nEjY   </li></ul><ul><li>Webhosting is a necessity for any website:  http://ow.ly/1nEjh  | Use HOSTSOC001 to get 35% off nsHosting Shared! </li></ul><ul><li>Use our Domain Name Generator to find the domain you've been looking for! Then use DOMSOCIAL1 to get it for $6.99! | http://ow.ly/1nEim </li></ul>T & Cs apply. Expires June 30 th 2010
  49. 49. Building a Positive Image Online with Social Media: The Network Solutions Experience
  50. 50. 4 Point Social Media Strategy <ul><ul><li>Brand / Reputation Management </li></ul></ul><ul><ul><li>Connecting with Customers </li></ul></ul><ul><ul><li>Community Outreach </li></ul></ul><ul><ul><li>Get new business </li></ul></ul>
  51. 51. Social Media Implementation <ul><li>2 008 </li></ul>2009 2010 <ul><li>Changed negative online perceptions to neutral sentiment </li></ul><ul><li>Increased positive sentiment </li></ul><ul><li>Positioned as Small Business Thought Leader </li></ul><ul><li>Utilized social media beyond customer service </li></ul><ul><li>Leverage social media for market expansion and leadership </li></ul>
  52. 52. Top Three Accomplishments <ul><li>Enjoying a positive sentiment online compared to the negative mentions in 2008. </li></ul><ul><li>Shift in perception of Network Solutions® as not just a domain registrar but also a thought leader in small business growth. </li></ul><ul><li>Network Solutions is often referred to as a company that has effectively leveraged social media to maximize customer satisfaction. </li></ul>
  53. 53. Phase one: Listen <ul><li>Team approach to response </li></ul><ul><li>Monitor using Radian6 and manual searches </li></ul><ul><li>Classify as crisis or not (>50 Technorati authority or 100 followers) </li></ul><ul><li>Classify as general issue or technical customer service </li></ul><ul><li>Engage in a variety of places: </li></ul><ul><ul><li>Blog posts </li></ul></ul><ul><ul><li>Twitter via NetSolCares </li></ul></ul><ul><ul><li>Technical Forums </li></ul></ul>
  54. 54. Shift from High Negative to High Positive
  55. 55. Phase 2: Content Contributions <ul><li>Blogs </li></ul><ul><ul><li>SolutionsArePower </li></ul></ul><ul><ul><li>Women Grow Business </li></ul></ul><ul><ul><li>Grow Smart Business </li></ul></ul><ul><ul><li>Unintentional Entrepreneur </li></ul></ul><ul><li>Participation in industry events such as Twitterville </li></ul><ul><li>Small Business Success Index </li></ul><ul><li>GrowSmartBiz Webinars and Conference </li></ul><ul><li>Crisis Management Support </li></ul><ul><li>Rebrand </li></ul>
  56. 56. Phase 2: Blogs
  57. 57. Phase 2: Participation in Premier Social Media Events http://www.flickr.com/photos/kyeung808/3851709164/sizes/l/
  58. 58. Phase 2: Small Business Success Index
  59. 59. Phase 2: GrowSmartBiz Events <ul><li>Webinars (2) </li></ul><ul><li>Over 400+ attendees </li></ul><ul><li>20+ blog posts </li></ul><ul><li>250+ tweets via #growbiz and #growsmartbiz </li></ul><ul><li>Conference </li></ul><ul><li>Over 400+ attendees </li></ul><ul><li>Increased @GrowSmartBiz Twitter followers by 200 and counting </li></ul><ul><li>75+ blog posts </li></ul><ul><li>1,500+ Tweets </li></ul><ul><li>2K+ Tweets with #growsmartbiz </li></ul><ul><li>5K participants on livestream </li></ul>
  60. 60. Phase 2: Crisis Management Support <ul><li>Created an online forum to provide information to merchants and customers. </li></ul><ul><li>Generated over 50+ blog posts, which Network Solutions team responded. </li></ul><ul><li>Applauded by many for use of social media in crisis management support. </li></ul>
  61. 61. Phase 2: Rebrand <ul><li>Created a social media advisory board </li></ul><ul><li>Used Twitter and blogs to market new rebrand </li></ul>
  62. 62. Phase 2: Training other advocates <ul><li>Social Media </li></ul><ul><li>Twitter </li></ul><ul><li>Blogging </li></ul><ul><li>Bookmarking </li></ul>
  63. 63. What Does 2010 Hold? <ul><li>Drive more unique visitors to the storefront </li></ul><ul><li>Blogger outreach geared towards highlighting Network Solutions product offerings and customer testimonials </li></ul><ul><li>Increase user generated content on “How did I benefit from Network solutions” </li></ul><ul><li>Strengthen Network Solutions’ brand identity as Thought Leader in Innovative Online Solutions </li></ul><ul><ul><li>Online engagement </li></ul></ul><ul><ul><li>Training sessions </li></ul></ul><ul><ul><li>Events </li></ul></ul>
  64. 64. Thank you <ul><li>Shashi Bellamkonda [email_address] </li></ul><ul><li>Twitter: @shashib </li></ul><ul><li>Small Business Success Index : http:// www.GrowSmartBusiness.com </li></ul><ul><li>Network Solutions Blog : http:// blog.networksolutions.com </li></ul><ul><li>Women Entrepreneurs : http:// www.WomenGrowBusiness.com </li></ul><ul><li>Fresh Entrepreneurs ; http://unintentionalentrepreneur.com </li></ul><ul><li>Millenials : http://whatsnextgeny.com </li></ul>