Extending Your Voice Online
Sara Holoubek
saraholoubek.com
sara@saraholoubek.com
@sarita
June 17, 2009

Agenda
• Introductions
• Social Wha?
• Guiding Principles
• Engaging

Sara Holoubek
• Corporate Strategy (meets Digital) Consultant
• Organizing around digital
• Strategy planning
• Partner or vendor selection
• Buy vs. build vs. partner analysis
• Acquisition target recommendation
• Digital competency building
• Contributing Editor to DMNews
• Current SEMPO President

Social Media
Social Networks
Social Web
What gives?

What’s Going On?
Pervasive broadband and mobile access, in conjunction with
facilitated publishing platforms (blogs, YouTube) have resulted
in the proliferation of interlinked, user-generated content that
now makes up the Social Web.

The Social Web
• The web is becoming more social
– People are producing content
– People are sharing content
– People are connecting
• The web is more open
– Technology is open
– This is what we call Web 2.0

Media has always been Social
• Technology facilitates
– Creation
– Distribution
– Collaboration
– Discovery
– Success

Guiding Principles

Rules of Thumb
• Organic. If it feels forced, it is.
• Smart. Think before launching.
• Be engaging &respond. Digital communication is
a two way street.
• Honest. The web is very unforgiving.
• Consistent. Communications 101.
• Human. People want to talk to real people.

The Cocktail Party Principle

The difference between the marketer’s brain and the
customer’s brain
“You need our product” “I need to solve a problem”

Be Helpful. SolveProblems.

Getting Started
Goals
Assets

What are Your Goals?
• Recollection Nicetomeetyou
…I’veseenyourn
ame
• Recognition
Sara can
• Credibility helpyouwitht
hat
• Distribution Sheknowseve
ryone
• Insight
• Connection
Tip: thereis a significant SEO benefitwith social media

Your Profile Assets
MustHave GoodtoHave
• Headshot • URL
• Username • Gmail or other free email
• Your real name • Business card
• Title/1-liner • Website/blog
• A short bio • Logo
• A long bio • Color palette
Consistency breeds familiarity

Engaging
Platforms

Home Base: Website or Blog
• Presence that you own and control
– Master database of content
• Many ways to execute
– Custom built & designed
– “Off the shelf” template
– Blog
• Blogger
• Typepad
• Wordpress
• tumbler

LinkedIn.com
• What it is: A professional, CV-driven social network
• Who’s on it: Professionals
• Why it works: Quick access to your extended
network
• How to best leverage
– Set up profile
– Upload your contacts
– Updates
– Recommend people
– Ask questions
– Seek introductions

Upload my contacts?
• If you use Gmail, Yahoo,
AOL or Hotmail, simply
follow the instructions
• If not:
– Export your contacts from
your email application
– Upload to Linkedin
– Invite those that you’d like to
connect with

Facebook.com
• What it is: a social network of people who like to
share pictures, what they are doing, etc.
• Who’s on it: rapidly maturing audience
• Why it works: Highly integrated functionality
• How to best leverage:
– Make a decision: is this professional or personal?
– Set up profile
– Add content
– Upload your contacts
– Use filters and limited profiles

Twitter
• What it is: a big water cooler
• Who’s on it: thought leaders, the digerati, the
press (this will evolve rapidly)
• Why it works: it is an open network that fosters
community and engagement
• How to best leverage
– Use an application, such as tweetdeck
– Conduct searches to see how people are talking about
the topics you care about
– “listen” for awhile
– Jump in
– Vanity searches

YouTube
• What it is: An easy way to share video (and the 2nd
largest search engine
• Who’s on it: More people than you think
• Why it works: Previously, videosharing was onerous;
videos can be embedded
• How to best leverage
– Set up a profile
– Add videos
– Tag videos
– Embed videos
– Identify like minds

Flickr
• What it is: An easy way to share and tag photos
• Who’s on it: Most people who like to share
pictures
• Why it works: Previously, image sharing was
onerous
• How to best leverage
– Set up a profile
– Add photos
– Tag photos
– Incorporate image feeds into site, blog, etc

Slideshare
• What it is: A way to share PPT slides
• Who’s on it: People who want to learn
• Why it works: No one ever gets a copy of the
deck!
• How to best leverage
– Create a profile
– Research
– Upload decks

Scribd
• What it is: a place to publish documents (not
traditionally online)
• Who’s on it: people and companies
• Why it works: There is a lot of content that sits
on hard drives, and never makes it to the web
• How to best leverage:
– Create a profile
– Upload content

Monitor, Measure and Optimize
• Monitor via listening
devices
– Google Alerts
– Topsy for twitter
– Technorati for blogs
• Metrics are also
democratized
– Google Analytics
– Insights on YouTube

Resources
• Websites
– www.mashable.com>http://mashable.com/category/how-to-web/
– Justaboutanytech blog!
• Reports
– 360i Social Media
Playbook>http://www.scribd.com/doc/16256776/360i-Social-
Marketing-Playbook
– TheShortyReport>http://shortyreport.com/
• Events
– Tools ofChange>http://www.toccon.com/toc2009
– Social Media Week>http://socialmediaweek.tumblr.com/
– Social Media Club >http://www.socialmediaclub.org/