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

5,624 views
5,542 views

Published on

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.

0 Comments
12 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
5,624
On SlideShare
0
From Embeds
0
Number of Embeds
4
Actions
Shares
0
Downloads
0
Comments
0
Likes
12
Embeds 0
No embeds

No notes for slide

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

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

×