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The Digital Handshake: Proven Strategies to Grow Your Business Using Social Media
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The Digital Handshake: Proven Strategies to Grow Your Business Using Social Media

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This presentation mirrors the content of my new book, The Digital Handshake: Seven Proven Strategies to Grow Your Business Using Social Media, published by Wiley and available at Amazon and all …

This presentation mirrors the content of my new book, The Digital Handshake: Seven Proven Strategies to Grow Your Business Using Social Media, published by Wiley and available at Amazon and all leading bookstores.

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  • 1. The Digital
    Handshake
    Proven strategies to grow your business using social media
    Presented by Paul Chaney
    Internet Marketing Director, Bizzuka
  • 2. Agenda
    • Adopting a social media mindset
    • 3. Using the social media toolset
    • 4. Creating a social media engagement plan
  • Five consumer trendsturning the world upside down
  • 5. Five consumer trendsturning the world upside down
    Consumer skepticism andresistance to advertising
  • 6.
  • 7. Influence of word of mouth (mouse)
    Which factors make you most comfortable purchasing a product?
    Mediaedge
    Best source for advice
    on a new product:
    Yankelovich
    Among best sources for new ideas about products:
    NOP
  • 8. The Insurgent Consumer
    • By a 3 to 1 margin, people are far more likely to trust “average people like me”
    • 9. 67 percent of consumer goods sales are based on WOM (Word of Mouth)
    • 10. Consumers trust WOM recommendations far more than they trust traditional marketing and advertising
    • 11. People would rather hear about real experiences and perspectives than “marketing-speak”
    Source: Edleman
  • 12. From BOND…
    …to BOURNE
  • 13. Five consumer trendsturning the world upside down
    Consumer skepticism and resistance to advertising
    Media fragmentation is out of control
  • 14. +
    +
  • 15.
  • 16. Daily advertising messages…
    3000
    274
  • 17.
  • 18. ATTENTION ECONOMY
    1960s… fewer ads… REACHED MORE PEOPLE… with undivided attention
    2009… more ads… REACH FEWER PEOPLE… paying less attention
    Percent of viewers who could name a brand advertised on TV program just watched:
    • 1965= 35%
    • 19. 2000 = <10%
    • 20. 13, 500 radio stations… 4400 in 1960
    • 21. 17, 300 magazine titles… 8400 in 1960
    • 22. 82.4 TV channels per home… 5.7 in 1960
    • 23. And the web… millions of sites, billions of pages
  • Information Overload
  • 24. Five consumer trendsturning the world upside down
    Consumer skepticism and resistance to advertising
    Media fragmentation is out of control
    Increasingly the consumer is in control
  • 25.
  • 26.
  • 27. Twitter
    Hey, did you
    hear about that
    new restaurant?
    SMS
    Tell me
    about it.
    Blogs
    I heard the
    seafood was
    great!
    Social
    Networks
    When can
    we go?!!
    Wikis
    Forums
    Podcasts
    Video
  • 28. Five consumer trendsturning the world upside down
    Consumer skepticism and resistance to advertising
    Media fragmentation is out of control
    Increasingly the consumer is in control
    The pressure is on to improve targeting – to achieve relevance and minimize waste
  • 29. Marketable
    Niche
    Marketable
    Niche
    Marketable
    Niche
  • 30. Five consumer trendsturning the world upside down
    Consumer skepticism and resistance to advertising
    Media fragmentation is out of control
    Increasingly the consumer is in control
    The pressure is on to improve targeting – to achieve relevance and minimize waste
    Companies held to new levels of accountability
  • 31.
  • 32.
  • 33. Seen 5 million times in 1 month
  • 34. Five consumer trendsturning the world upside down
    Consumer skepticism and resistance to advertising
    Media fragmentation is out of control
    Increasingly the consumer is in control
    The pressure is on to improve targeting – to achieve relevance and minimize waste
    Companies held to new levels of accountability
  • 35. What’s a
    marketer
    to do?
  • 36. Start a
    CONVERSATION
  • 37. TOOLS
  • 38. www.conversationprism.com
    Copyright © Brian Solis and Jess5
  • 39. Authenticity
    Spread
    Openness
    Transparency
    Social Media: Mindset & Toolset
  • 40. It’s not so much
    about TECHNOLOGY
  • 41. Social media is about PEOPLE
  • 42. “First it’s an understanding that social media is about sociology and less about technology. It’s a mashup of new and traditional media that spans across advertising, PR, customer service, marcom, sales, and community relations.”
    Brian Solis – PR 2.0
  • 43. Social media is the
    democratization of information,
    transforming people from
    content readers intocontent publishers.
    It is the shift from a
    one-way broadcast mechanism
    to a many-to-many model,
    rooted in conversations between
    authors, people, and peers. (Wikipedia)
  • 44. “MARKETS areCONVERSATIONS”
    “PARTICIPATION isMARKETING”
  • 45. We no longer simply TARGET AUDIENCES,
    we PARTICIPATE in COMMUNITIES.
  • 46. Search
    Social
    Information has to be “Findable” and “Shareable”
  • 47. Every Voice Matters
  • 48. Some Voices Matter More Than Others
  • 49. WOM is More Important Now Than Ever
  • 50. 7/29/09
    Listening is the New Marketing
  • 51. Lose Control of Your Content
  • 52. “For your ideas to spread and rise to the status of a World Wide Rave, you’ve got to give up control. Make your Web content totally free for people to access, with absolutely no virtual strings attached.”
    - David Meerman Scott, author, World Wide Rave
  • 53. More “Shared Connections,” Less “Destination Silos”
  • 54.
  • 55.
  • 56. Skittles.com Bold Experiment
  • 57.
  • 58.
  • 59.
  • 60.
  • 61.
  • 62. Website
  • 63. Operating System of the Social Web
  • 64. http://sn.im/twitterebook
    Twitter is the New Email
  • 65. It Doesn’t Have to be Expensive
  • 66. The Way the Web Works…Today
  • 67. TOOLS
  • 68. Social Media Headquarters
  • 69. Search engine marketing
    Direct communications
    Relationship marketing
    Brand building
    Competitive differentiation
    Positioning as expert
    Media and public relations
    Exploiting marketable niches
    Lead generation
    Internal communications
  • 70. Listings
    Google
    On
    Better
  • 71. PRINCIPLE:
    Frequently-updated,
    Keyword-optimized,
    Thematically-relevant posts
    = Better Returns on Google
  • 72.
  • 73.
  • 74.
  • 75. Blogs allow organizations to…
    • Reach new audiences and build a loyal web following
    • 76. Give your company its own unique voice on the web
    • 77. Provide a place to collect and share ideas
    • 78. Engage your customer in conversation
    • 79. Get customer feedback
    • 80. Enable a dialog between you and your customer
  • “It’s become an expectation that if you have a business, you have
    a blog. Consumers are looking to find a community around your
    service. They’re looking to have conversations with you about
    the products they’re using.”
    – John Jantsch, Duct Tape Marketing
  • 81. &quot;Anything which can get the right info to the right people at
    the right time, empower your company to become a thought
    leader, and let you know what your customers and the
    industry are thinking about you in real time is something that
    has massive value.“
    – Jeremy Wright, CEO, b5media
  • 82. Three Types of Blogs
    • Personality (CEO, C-level execs)
    • 83. Company (News and Events)
    • 84. Topically-focused (SEO)
  • After much personal research and experience, I&apos;ve found that a genuine, helpful, humanized blog, combined with the art of cultivating and building relationships, can forge real connections, shape perception, improve customer service, and also enhance brand loyalty, reach, and resonance.
    The truth is that a thoughtful and well-cultivated corporate blog can yield many benefits that not only help PR, but also enhance every facet of corporate communications along with improving sales cycles, customer service and ultimately loyalty.
    Blogging is about extending a voice, connecting people, and nurturing relationships. This is the only foundation for which any blog strategy should be built.
    Brian Solis
    www.briansolis.com
  • 85.
  • 86.
  • 87. A cord of three strands…
    …is not easily broken
  • 88. Charles Lauller’s LinkedIn Strategy
    • Drop all of the bogus I'm pimping me and my company bologna.
    • 89. Be yourself. Honest, sincere, authentic (assuming that's you)
    • 90. It's cliche, but “seek first to understand, then be understood.”
  • Ways to Use Facebook
  • 101.
  • 102.
  • 103.
  • 104.
    • Twitter growth since June 2008 = 1,500%
    • 105. Over 22 million visitors in May 2009
    • 106. Over 44.5 million visitors in June 2009
    • 107. Site attracts more people than Ticketmaster, Wall Street Journal and LinkedIn
    • 108. Latest craze? Cultural Phenomenon? Tool for Business?
    Twitter’s Explosive Growth
    Yes!
  • 109. Twitter’s Explosive Growth
  • 110. Twitter’s Explosive Growth
  • 111. Celebrity Adoption Fuels Growth
  • 112. How Business is Using Twitter
    • A recent survey said that most users (89%) of Twitter agree that companies should engage their customers there.
    • 113. Over 80 percent indicated they also have a better impression of companies that use Twitter for customer service (81%). http://tinyurl.com/twitterusersurvey
    • 114. Survey of 700 Twitter users, 56 % use Twitter for business purposes. http://bit.ly/JqChq
  • How Business is Using Twitter
  • 115. How Business is Using Twitter
    Network with others in their industry or community
    Stay connected to customers and prospects
    Monitor what is being said about their company, products, services, industry &
    Gather valuable feedback about products or services
    Raise awareness about the company, product or service
    Find answers and get advice
    Offer proactive customer service
    Promote events, products and services
    Drive traffic to the company website or blog
    Incite word of mouth among customers and others
    Share helpful content such as articles or blog posts
    Generate leads
  • 116. Major Companies Using Twitter
  • 117.
    • Twitter is a free social networking and micro-blogging service that allows its users to send and read other users' updates (otherwise known as tweets), which are text-based posts of up to 140 characters in length. http://en.wikipedia.org/wiki/Twitter
    • 118. High latency instant messenger
    • 119. Presence application
    • 120. Social instant messaging application
    • 121. Search engine
    • 122. Whatever you need it to be!
    What is Twitter?
  • 123. What is Twitter?
  • 124. The Infamous Question
    What does the community care about?
    What resources would they find valuable?
  • 125. Five Things to Consider
  • Customizing Twitter Backgrounds
  • 136. Common Twitter Shortcuts
    • @username – Sends reply to individual, but in public timeline
    • 137. dusername – Sends private, direct message to individual
    • 138. RT = Retweet – Forwarding someone else’s tweet
    • 139. # = hashtag – Used with Twitter search for keyword/topic
    • 140. Other shortcuts – Refer to Twitter help
  • Twitter Rules of the Road
    • You must win the right to be heard
    • 141. Don’t follow, if only to pitch
    • 142. Provide value to the community
    • 143. It’s okay to mix business with pleasure
  • Twitter eBook
    • Complete Guide to UsingTwitter for Business
    • 144. http://sn.im/twitterebook
    • 145. @pchaney
  • Social Networking Best Practices
    • Online social networking just like other forms; similar rules apply
    • 146. Come dressed for the occasion
    • 147. T-shirt/shorts; business suit; business casual
    • 148. Same true online social networks
    • 149. Profile and avatar (photo) serves that purpose
    • 150. Work the room
    • 151. Face-to-face networking “work the room”; shaking hands, introducing yourself
    • 152. Online, participation is your price of entry
    • 153. Leave comments on blog posts; join a Twitter chat; friend others on Facebook
    • 154. Ask for a business card
    • 155. Common practice to share business cards
    • 156. Friending someone is online equivalent
  • Web Site Strategy
    Social Media
    Marketing Strategy
    Online Marketing Strategy
  • 157. Social Media Marketing
    STRATEGY
  • 158.
  • 159.
  • 160. Social Media Marketing
    STRATEGY
  • 161.
  • 162.
  • 163.
  • 164. Social Media Marketing
    STRATEGY
  • 165. Social Media Marketing
    STRATEGY
  • 166. Q&A
  • 167. Paul Chaney
    Internet Marketing Director
    Bizzuka, Inc. (www.bizzuka.com)
    www.thesocialmediahandyman.comwww.thedigitalhandshake.com
    www.facebook.com/thedigitalhandshakewww.twitter.com/pchaney
    pchaney@bizzuka.com