Sandy Blanquera Is Social Media Good for Business?

Just do it. Diving in.

diving into the water I don’t know how to swim Wearing a bathing suit is very revealing All the beautiful people are in the pool I will stand out in my speedo It’s a public pool, but it’s not free I tried swimming once and nothing happened

diving into the water

I don’t know how to swim

Wearing a bathing suit is very revealing

All the beautiful people are in the pool

I will stand out in my speedo

It’s a public pool, but it’s not free

I tried swimming once and nothing happened

Customers know what they want

00_Your customers speak out 93% of Americans believe a company should have a social media presence. 85% believe a company should be active with customers in social media 56% feel a stronger connection with companies they interact with in social media Cone Research of 1000+ Americans, September 2008

00_Your customers speak out

93% of Americans believe a company should have a social media presence.

85% believe a company should be active with customers in social media

56% feel a stronger connection with companies they interact with in social media

Cone Research of 1000+ Americans, September 2008

Ten ways to use social media in your business

Ten ways

to use social media

in your business

Build your brand

01_building brand awareness and advocacy Enduring and countless impressions Verbose Buyers full of buyers endorse or buyers remorse Your reputation. Tarnish or Platinum Creating consumer consciousness I was googled and I was found

01_building brand awareness and advocacy

Enduring and countless impressions

Verbose Buyers full of buyers endorse or buyers remorse

Your reputation. Tarnish or Platinum

Creating consumer consciousness

I was googled and I was found

02_PR Media people live social media Citizen journalism is in hot demand Where is my newspaper? traditional media demise Customized reading experience - RSS Media directory – Muck Rack Digg it, tweet it, the social media press release

02_PR

Media people live social media

Citizen journalism is in hot demand

Where is my newspaper? traditional media demise

Customized reading experience - RSS

Media directory – Muck Rack

Digg it, tweet it, the social media press release

Reputation Management

03_he said, she said (reputation management) My what big ears you have Your chit chat monitor Lightening reaction channels Gossip manager & spin doctor Trust me. now trust me again.

03_he said, she said (reputation management)

My what big ears you have

Your chit chat monitor

Lightening reaction channels

Gossip manager & spin doctor

Trust me. now trust me again.

04_it’s all about you…the customer 24/7 help Does your mom love it? Showing public affection Product and service sensations!

04_it’s all about you…the customer

24/7 help

Does your mom love it?

Showing public affection

Product and service sensations!

Catch your client first

05_beat your competitor while fishing for clients Fishing is a sport – bring in the fish X-ray vision & cloaking devices Longer arms, longer reach Targeted audiences = more fish Marketing campaigns morphed to social media campaigns Contests, give-aways & trials = campaign accessories Offers or discounts = the new lure

05_beat your competitor while fishing for clients

Fishing is a sport – bring in the fish

X-ray vision & cloaking devices

Longer arms, longer reach

Targeted audiences = more fish

Marketing campaigns morphed to social media campaigns

Contests, give-aways & trials = campaign accessories

Offers or discounts = the new lure

06_strengthening the ties that bind – customer loyalty Like-minded – the new community Honoring the customer in meaningful ways – discounts, add-ons and more I hear you

06_strengthening the ties that bind – customer loyalty

Like-minded – the new community

Honoring the customer in meaningful ways – discounts, add-ons and more

I hear you

Bring traffic to your site

07_get things moving – driving traffic to your site Search Engine Optimization or Link Building? Social Media transit system Integration means better miles per gallon

07_get things moving – driving traffic to your site

Search Engine Optimization or Link Building?

Social Media transit system

Integration means better miles per gallon

Become a magnet

08_lead the thought brigade – even cereal is magnetic Personal branding as a strategy - You, Inc. Worthy warriors = stellar profiles, valuable content, strong networks and high endorsements Sharing in the pulpits or the streets – your audience depends on your success

08_lead the thought brigade – even cereal is magnetic

Personal branding as a strategy - You, Inc.

Worthy warriors = stellar profiles, valuable content, strong networks and high endorsements

Sharing in the pulpits or the streets – your audience depends on your success

09_finding new recruits Kill the monster - advertise for free Attract with your company personality and values

09_finding new recruits

Kill the monster - advertise for free

Attract with your company personality and values

10_networking is the new black www reach – connect with more people. Connect with new people Building communities and spheres of influence Choose your sandbox wisely – it is an investment of time, money and resources Engage intensively

10_networking is the new black

www reach – connect with more people. Connect with new people

Building communities and spheres of influence

Choose your sandbox wisely – it is an investment of time, money and resources

Engage intensively

Building your network

Accidental Branding… I will always cherish the positive initial misconceptions I had about you .

Accidental Branding…

I will always cherish

the positive

initial misconceptions

I had about you .

1.0_ building You, inc. Personal branding has reached puberty Historically - your ticket to your future careers Personal branding social media evolution

1.0_ building You, inc.

Personal branding has reached puberty

Historically - your ticket to your future careers

Personal branding social media evolution

Personal branding 12 years old

1.0_ building You, inc. – WARNING - math is involved Power of personal brand = Function of (Social Capital + Signal to noise ratio + Channel selection)

1.0_ building You, inc. – WARNING - math is involved

Power of personal brand =

Function of (Social Capital + Signal to noise ratio + Channel selection)

Don’t go bowling alone.

1.1_don’t go bowling alone – building social capital More math… Social Capital = Community Strength + Network Cohesiveness + Intensity of Engagement + Brand reputation

1.1_don’t go bowling alone – building social capital

More math…

Social Capital =

Community Strength +

Network Cohesiveness +

Intensity of Engagement +

Brand reputation

1.2_community strength Actively network using social media Actively network offline Look for shared values/interests 2 way exchange Hone networking skills Use multiple connection strategies

1.2_community strength

Actively network using social media

Actively network offline

Look for shared values/interests

2 way exchange

Hone networking skills

Use multiple connection strategies

1.3_network cohesiveness Actively network using social media Actively network offline Look for shared values/interests 2 way exchange Hone networking skills Use multiple connection strategies

1.3_network cohesiveness

Actively network using social media

Actively network offline

Look for shared values/interests

2 way exchange

Hone networking skills

Use multiple connection strategies

1.4_intensity of engagement Connect often Look for reasons to connect Add energy to conversations immediately Ask questions – be interested

1.4_intensity of engagement

Connect often

Look for reasons to connect

Add energy to conversations immediately

Ask questions – be interested

1.5_brand reputation Have a targeted focus for brand Proliferate your brand Be distinctive & transparent Mentor - Get feedback and redefine Don’t get stuck on one negative event Manage issues openly and quickly

1.5_brand reputation

Have a targeted focus for brand

Proliferate your brand

Be distinctive & transparent

Mentor - Get feedback and redefine

Don’t get stuck on one negative event

Manage issues openly and quickly

2.0_channel selection What do you want out of it? Broad reach Size of population Growth and adoption rates Targeted demographic Immediacy or nature of interaction

2.0_channel selection

What do you want out of it?

Broad reach

Size of population

Growth and adoption rates

Targeted demographic

Immediacy or nature of interaction

2.1_Shhhhhhhh…this is top secret! LinkedIn B to B 41 million users, 200 countries 50% US population Median age = 41 Average income = $110K Current adoption growth = 69% (as of April)

2.1_Shhhhhhhh…this is top secret!

LinkedIn

B to B

41 million users, 200 countries

50% US population

Median age = 41

Average income = $110K

Current adoption growth = 69% (as of April)

2.2_Shhhhhhhh…this is top secret! Facebook B to C 200 million active users 33.3% US population Median age = 26 Only 33% make more than 100K Personal, business, non-profits Current adoption growth = 699% (as of April)

2.2_Shhhhhhhh…this is top secret!

Facebook

B to C

200 million active users

33.3% US population

Median age = 26

Only 33% make more than 100K

Personal, business, non-profits

Current adoption growth = 699% (as of April)

2.3_Shhhhhhhh…this is top secret! Twitter B to B, B to C 7.04 million users Median age = 31 Current adoption growth = 3,712% (as of April) Personal and Business

2.3_Shhhhhhhh…this is top secret!

Twitter

B to B, B to C

7.04 million users

Median age = 31

Current adoption growth = 3,712% (as of April)

Personal and Business

2.4_channel selection

2.4_channel selection

3.0_can you measure roi Determining ROI is trying to put numeric quantities around human interactions and conversations, which are not quantifiable. If using social media to make money, then will fail. Currency in social media is found in relationships and content. Regarding business results, experts have not figured how to measure that yet. If goal is to participate in the conversation, to enhance relationships with audiences and become a trusted member of the community, then your measures should prove you’ve done those things.

3.0_can you measure roi

Determining ROI is trying to put numeric quantities around human interactions and conversations, which are not quantifiable.

If using social media to make money, then will fail. Currency in social media is found in relationships and content.

Regarding business results, experts have not figured how to measure that yet.

If goal is to participate in the conversation, to enhance relationships with audiences and become a trusted member of the community, then your measures should prove you’ve done those things.

3.0_can you measure roi Is social media moving the needle, moving product or making an impact? Qualitative measure things like: Corporate reputation Conversations Customer relationships Questions to ask: Are we currently part of conversations about our product/industry? How are we currently talked about versus our competitors?

3.0_can you measure roi

Is social media moving the needle, moving product or making an impact?

Qualitative measure things like:

Corporate reputation

Conversations

Customer relationships

Questions to ask:

Are we currently part of conversations about our product/industry?

How are we currently talked about versus our competitors?

3.0_can you measure roi Tools: Techridgy, Google Alerts & Reader, Twitter production tools, observations Measuring Success: Build better relationships with key audiences Participate in conversations where previously had no voice Move from a running monologue to a meaningful dialogue with customers Quantitative Aide RSS, Feedburner, Google Analytics, Xinu,

3.0_can you measure roi

Tools: Techridgy, Google Alerts & Reader, Twitter production tools, observations

Measuring Success:

Build better relationships with key audiences

Participate in conversations where previously had no voice

Move from a running monologue to a meaningful dialogue with customers

Quantitative

Aide RSS, Feedburner, Google Analytics, Xinu,

Warning. You are about to get the truth.

4.0_Don’t buy ocean front property in Arizona – 6 social media fallacies It’s inexpensive It’s fast It’s viral You can’t measure It’s optional It’s hard

4.0_Don’t buy ocean front property in Arizona – 6 social media fallacies

It’s inexpensive

It’s fast

It’s viral

You can’t measure

It’s optional

It’s hard

What’s next – you tell me.