Using Social Media Creatively: Tools for Networking, Outreach, & Marketing (ACR SE Michigan May 2011)
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Using Social Media Creatively: Tools for Networking, Outreach, & Marketing (ACR SE Michigan May 2011)

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Presentation given at the ACR SE Michigan Meeting in May 2011.

Presentation given at the ACR SE Michigan Meeting in May 2011.

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  • Here are some of the most popular social media/social networking sites: facebook, youtube, twitter, flickr, plus wordpress (blogs) and LinkedIn
  • Invite questions throughout presentation. Show of hands… And reassure them there ’s no shame behind it…it’s normal!! If many people raise hands, point out that’s there’s a lot of expertise already in the room, and this is a great opportunity to network with someone who can be your “social media buddy.” What has your organization done so far with social media, what is your role in that? Are you using social networking personally?
  • Idea that social media has replaced traditional, which used to be very unidirectional – we talk, you listen. Now, consumers/stakeholders are empowered to speak their minds, create content and conversation, and speak up about what they like and don’t like.
  • Cartoon from the New Yorker --- Social Media and Facebook are good old fashioned word of mouth. Real world activities and broadening their reach online.
  • NEW’s new website
  • New’s Facebook Page
  • Starting to see social sharing technologies integrated into “traditional” websites.
  • Comes down to activities and engagement --- it ’s not about the tools. Today I’m going to provide an overview of a lot of different tools, a lot of different possibilities, but I don’t want you to leave feeling overwhelmed
  • A big part of participating in the social web is just having a presence in the places online where people are already gathering. We want to insert ourselves into the environment where most people are seeking information and having conversations already.
  • Lest you think Facebook is only something for the “young” More than half of all Internet users read blogs at least monthly. 25% of Americans today go online for legal information (2009) Trends point towards Facebook becoming a more widely used “search engine” – SF Chronicle 2010
  • Explain Google alerts
  • First step, get in the habit of listening. Also, very simply, Google yourself and imagine how people would find you and your services online.
  • Web Log. Journal entries, online journalism
  • I would first encourage each of you to get comfortable using facebook on a personal level. Build your own profile and spend a month just getting into the habit of visiting facebook each day, linking up to friends, family, and colleagues.
  • Oakland Meditation Center on Facebook. Not linked to a place.
  • Find this link, and walk through all the prompts to create your page.
  • Search for you business, and if it has a “place” you can claim it and connect it to your page. If it doesn’t have a place, then don’t worry about it.
  • Think of Yelp as the “comment box” – tell the story about Bennett. They should have asked me to go on and Yelp and leave my comments. You might, as a strategy, ask your clients to leave comments about you on Yelp. This is all about making the conversation of the comment box, which is usually private, and public conversation that everyone can participate in, including you.
  • First step is to search for you business and then you claim your business.
  • First step is to search for you business and then you claim your business.
  • Think of LinkedIn as Facebook for your professional life.
  • James Abron’s Profile… Joining groups.
  • Web Log. Journal entries, online journalism
  • “ micro-blog”
  • Hopefully familiar looking page See 2 types of results FIRST, you ’ll notice the standard Google search results which are based on a number of factors, mostly their relevance to the keywords that you entered in the search bar SECOND, you ’ll “sponsored links” along the top and side of the “organic” search results We ’ll take an even closer look at how the sponsored links are determined
  • These sponsored links are “advertising” but the advertiser is not charged until you click their link. This is called the “cost-per-click” fee model, or CPC for short For those of you who have advertised with other online providers, like Facebook for example, you may be familiar with this model, and you ’ve probably also heard about the “cost-per-impression” or CPI, which charges the advertiser each time the ad is shown to a user The great thing about CPC is that you receive impressions basically for free, and you set the amount you pay per the click –with a Google adwords grant you are only allowed to pay up to $1 dollar per click, other advertisers have no limit
  • Give a plug for NEW – new.org. I like people to try new things themselves, but you can always hire freelance or consulting help to develop your social media projects.

Using Social Media Creatively: Tools for Networking, Outreach, & Marketing (ACR SE Michigan May 2011) Using Social Media Creatively: Tools for Networking, Outreach, & Marketing (ACR SE Michigan May 2011) Presentation Transcript

  • Using Social Media Creatively: Tools for Networking, Outreach, & Marketing Jim Leija Manager of New Media & Online Initiatives, UMS Ann Arbor [email_address] Twitter: @jimleija LinkedIn: www.jimleija.com
  • Today
    • Explore Social Media/Networking/Web 2.0 and reasons you might want participate
    • Learn about some key tools, including: Facebook, LinkedIn, Twitter, Blogs, Yelp, and other online listings
    • Strategize on how to use these tools effectively
    • Discuss two kinds of online advertising: Google Display Ads & Facebook Advertising
    • Take time for Q&A
  • Introductions
    • Who are you?
    • Do you represent an organization/business? What role do you play in using social media for your organization/business?
    • What brought you to this session today?
  • What are your online habits?
    • Do you have a professional website/business website?
    • Do you have a personal Facebook page?
    • Do you have a Facebook page for your business/professional use?
    • Raise your hand if you’ve been on Facebook this month, this week, today.
    • Do you have a LinkedIn page?
    • Do you have a twitter account?
    • Do you advertise online?
    • I am a social media expert / I just don’t get social media, but I know I need to learn / I enjoy using social media personally, but want to use it for business
  • WHAT IS Social Media & Web 2.0?
  • Social media and Web 2.0 encompass those technologies that facilitate interactive information sharing, user generated content and collaboration, and are frequently hosted on third party platforms (ie, Facebook, Twitter, LinkedIn).
  • Or, it ’s a fancy word for the conversations taking place 24/7 online
  • “ Yellowpages” Style Websites Aren ’ t Enough
  • Expectation is for Interactivity, Conversation, and Social Sharing
  • “ Add This” Feature on Many Pages
  • Why social media marketing?
    • The “new” word-of-mouth
      • People send business to providers they trust and/or know through reputation; web marketing is no different
    • Far lower cost to potentially reach many people
      • Small organizations/solo providers can develop significant presence on web without much investment
    • You’re joining people where they are already gathering.
      • (Hubspot Marketing)
  • Why So Many Options?
      • The key to success in Web 2.0 world is getting your name out there in your field of expertise
      • SEO (Search Engine Optimization)
      • Page ranks in your niche (how far up you appear in Google)
          • Search: Jim Leija “social media ”
      • Use same content over and over in different locations to boost visibility
          • Tweak for use in various contexts
  • Google Search: Jim Leija Social Media
  • Golden Rule of Social Media Beth Kanter says: Crawl – Walk – Run – Fly (www.bethkanter.org) Pick and choose what ’ s right for you – you don ’ t have to read, write, and participate in EVERYTHING.
  • Get in the habit of listening…
    • Set up a Google Alert for your name and your org/firm
        • www.google.com/alerts
    • Monitor blogs and sites that discuss subjects in which you are interested
    • Example of My Alerts (1x per week – great way to get content for your Social Media Outposts)
        • Keywords: UMS University Musical Society Social Media and Arts and Culture Arts Management and Innovation
  • Getting Your Listings In Order http://informationarchitects.jp/webtrends2007/
  • Where are my potential clients looking?
    • Facebook
      • Personal Profile
      • Page or Place for your Business or Org
    • Google Places
    • Yelp!
      • Claim your business
    • 675+ million users (5/2011)
    • 155+ million users in the USA (a little less than ½ of US population)
    • 40% of users age 35+
    • Trends point to Facebook being used as search engine (SF Chronicle, 2/15/10)
    Facebook Rules the World!
    • Allows you to become a part of the daily flow of communication for your stakeholders or clients (depending on your goal)
    • Quick and casual updates keep your mission and activities alive in the minds of your public
    • Listings as a “Place” or “Page” create a presence for your business or organization within Facebook
    • You can create a “wall” between your personal profile and your business or org
    Facebook Rules the World!
  • Facebook Lingo
    • Profile – A collection of information on Facebook about a person. Visible to other Facebook users only when they are logged in.
    • Page – A collection of information on Facebook about an organization, business, or celebrity. Visible to anyone.
    • Place – A business address that can be linked to your business Page. Allows people to “ check-in ” when they are at your business
    • Friend – A person that is linked to your personal profile.
    • “ Like ” – A person that is linked to your page (formerly “ fan ” )
  • Lingo, cont.
    • Tab – A collection of information within your page that has a specialized function. Photos, events, discussions, etc.
    • Wall - A tab of your page where you can post updates and people can write messages.
    Cadman Communications Corp.
  • What can you do with your page?
    • Post updates (write on the Wall)
    • List Your Business Details (hours, phone number, website, etc)
    • Post links, photos, videos, blog posts, articles
    • List events
    • Solicit feedback from clients and peers
  • Facebook Pages
  • Facebook Pages
  • http://www.facebook.com/pages/create.php
  • Facebook Places
  • Facebook Places
  • Google Places
  • Google Places
  • www.google.com/places
  • Yelp
  • Yelp: Claim Your Business
  • Yelp: Claim Your Business
  • Creating Professional Profiles http://informationarchitects.jp/webtrends2007/
  • Professional Profiles
    • LinkedIn
    • Industry Listings
      • Mediate.com
      • Avvo
      • Lawyers.com
      • Justia
  • Basics first…
      • First impression counts
      • Summary: write from the mindset of the prospective employer or client
      • Photo – who is behind the profile?
      • Feature expertise – YOUR expertise
      • People do business with people they like, know and trust
      • Frequency of use establishes a commitment
  • LinkedIn Provides…
    • Place to easily find others in your field
    • Central place to put info about yourself
        • Business information
        • Resume
    • Place to find collaborators for projects
    • A number of professional groups that share information and start conversations about your field
    • Automated newsfeed so you can see what your connections are up to professionally
  • LinkedIn
  • LinkedIn
  • Industry Listings
  • Advanced Social Media Blogging Twitter http://informationarchitects.jp/webtrends2007/
  • Blogs
    • Great opportunity to establish a presence on the web within your area of expertise, your niche
    • Distinct from advertising, comes across as authentic
    • Biggest challenge with blog is the time it takes to write (1-4 hours per post?)
  • Blogs
    • Bloggers
      • Publish on a consistent and ongoing basis
      • They contribute knowledge or perspectives in a particular field of interest
      • They ’re able to build an audience
      • They comment on issues, events, and more on other blogs or outlets
      • They network their thoughts and others together
  • Become a Blogger
  • www.wordpress.com
  • Twitter
    • “ Microblog”
      • All entries in 140 characters or less
    • Requires more frequent updating, continuous stream
      • Once a day at a minimum
    • Conn nect with experts in your field, news sources (Time, CNN, NY Times), share/get expert information
    • Used heavily as a peer-to-peer, business-to-business network
  • Promote others and share your knowledge
  • Twitter
    • Sources of information
      • Lextweet http://www.lextweet.com/ tweeters
      • Justia Legal Birds http://legalbirds.justia.com/
    • Basic guides
        • http://www.legalmarketingblawg.com/2009/02/to-twitter-or-not-to-twitter-t.html
        • http://www.10e20.com/blog/2009/02/06/twitter-for-lawyers-legal-professionals/
  • Online Advertising Google Adwords Display Ads
  • Google Search Results & Sponsored Links
    • Search results:
    • Maximize relevance
    • Independent
    • Sponsored links:
    • Advertiser determined
    • Balances relevancy
  • No charge until the link is clicked
  • Online Advertising Facebook Ads
  • www.facebook.com/FacebookAds
  • More on online advertising
    • Relatively cheap and usually you don’t pay until somebody clicks. That means impressions are free.
    • Low risk. Easy to try. You can stop and start your campaign at any time. You set a daily spending limit for your ads.
    • Keyword targeted with the goal of reaching people who looking for your services. (And think creatively about keywords: mediation, legal services, conflict resolution, divorce, etc.)
    • For non-profits, Google offers Google AdWords Grants for up to $10,000 (in-kind) per month in display advertising. www.google.com/grants
  • Measure Success What ’s your metric? Found leads or job? More clients? More website traffic? More speaking invitations? Feeling more connected?
  • Resources
    • Google is your friend. Google any set of keywords you hear today to get more information.
    • Visit www.mashable.com which has tons of great resources for all your social media needs.
    • Benefit from “reverse mentoring.”
    • Connect with someone today (in person and on social media), and make a plan to help each other implement something you’ve heard about today.
    • Seek professional help. 
  • Brainstorm and Q&A