Understanding & Leveraging Social Media


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Understanding & Leveraging Social Media

  1. 1. Understanding & Leveraging Social Media Protect & Enhance Your Reputation & Brand Presented by Dave Tedlock, NetOutcomes & Jodi Horton, Ideas @ Work
  2. 2. Presentation OnLine & Survey <ul><li>Survey </li></ul><ul><li>http://www.netoutcomes.com/webinar/survey.php </li></ul><ul><li>PowerPoint Available by 1 PM Today </li></ul><ul><li>http://www.netoutcomes.com/webinar/powerpoint </li></ul>
  3. 3. Executive Summary <ul><li>“ Social Media” defined as … </li></ul><ul><ul><li>Google Results </li></ul></ul><ul><ul><li>Facebook, LinkedIn, Plaxo </li></ul></ul><ul><ul><li>Blogs (Including Twitter), YouTube, Etc. </li></ul></ul><ul><li>Not Covering the Mechanics of Use </li></ul><ul><li>Focusing on Strategy & Impact Of Use </li></ul><ul><li>For Individuals & Organizations </li></ul>
  4. 4. <ul><li>IT’S ABOUT GENUINE ENGAGEMENT WITH YOUR MOST IMPORTANT AUDIENCES. . . Family, Friends, Colleagues, Customers and Prospects </li></ul><ul><li>The root word of communication is the Latin word communicare , which means “to share or make common.” The family of related words may be translated as fellowship, affability, communion, common property and the like. </li></ul><ul><li>The term Social Media describes the tools people use to share content, profiles, opinions, insights, experiences and perspectives to facilitate online conversations and interaction between groups of people. </li></ul><ul><li>These tools include </li></ul><ul><li>► weblogs (“blogs”), micro blogs, vlogs and the biggest blogs, lifestreams </li></ul><ul><ul><ul><li>► podcasts </li></ul></ul></ul><ul><ul><ul><li>► bookmarks </li></ul></ul></ul><ul><ul><ul><li>► networks and communities </li></ul></ul></ul><ul><ul><ul><li>► wikis </li></ul></ul></ul><ul><ul><ul><li>► message boards </li></ul></ul></ul>The Must-Have Tool For You A nd Your Business
  5. 5. From LINKEDIN.COM’s Individual Network Statistics Page: Here you see statistics about your network, including how many users you can reach through your connections. Your network grows every time you add a connection — invite connections now . Your Network of Trusted Professionals You are at the center of your network. Your connections can introduce you to 354,700+ professionals — here’s how your network breaks down: Your Connections: Your trusted friends and colleagues 10 Two degrees away: Friends of friends; each connected to one of your connections 2,800+ Three degrees away Reach these users through a friend and one of their friends 351,800+ Total users you can contact through an Introduction 354,700+ 3,167 new people in your network since April 23 The LinkedIn Network The total of all LinkedIn users, who can be contacted directly through InMail . Total users you can contact directly — try a search now! 35,000,000 + You've Got Power! Use It Well.
  6. 6. <ul><li>IT’S ABOUT GENUINE ENGAGEMENT WITH YOUR MOST IMPORTANT AUDIENCES. . . Family, Friends, Colleagues, Customers and Prospects </li></ul><ul><li>► strong—your personal brand should be like Coke, not the generic equivalent </li></ul><ul><ul><ul><li>► integrated—because your online presence is aggregated by </li></ul></ul></ul><ul><ul><ul><li>Google, Yahoo and other search engines, you can’t be zany one </li></ul></ul></ul><ul><ul><ul><li>minute and professional the next </li></ul></ul></ul><ul><ul><ul><li>► genuine—be true to yourself, don’t try to be someone you’re not </li></ul></ul></ul><ul><ul><ul><li>► unique—there’s only one you, so prove it! </li></ul></ul></ul><ul><ul><ul><li>► multi-faceted—every time I go online I want to learn just a little bit </li></ul></ul></ul><ul><ul><ul><li>more about you (that keeps me coming back to your sites)‏ </li></ul></ul></ul><ul><ul><ul><li>► . . . all “with a twist” that makes it interesting to others!—what’s </li></ul></ul></ul><ul><ul><ul><li>YOUR hook? </li></ul></ul></ul>Characteristics Of A Quality On-Line Presence
  7. 7. <ul><li>IT’S ABOUT GENUINE ENGAGEMENT WITH YOUR MOST IMPORTANT AUDIENCES. . . Family, Friends, Colleagues, Customers and Prospects </li></ul><ul><li>► strong—Your photo should be a powerful statement of who you </li></ul><ul><li> are because it’s the first thing most people will see. This isn’t the place to get creative. In fact, all your photos are part of the message. </li></ul><ul><ul><ul><li>► integrated—Is the content on your site (generated by you and by </li></ul></ul></ul><ul><ul><ul><li>your friends) consistent with the image you want to project? Think </li></ul></ul></ul><ul><ul><ul><li>before you pass on that virtual margarita. Maybe it’s OK, maybe not. </li></ul></ul></ul><ul><ul><ul><li>► genuine—If you’re posturing on Facebook or Plaxo or LinkedIn, your </li></ul></ul></ul><ul><ul><ul><li>friends are gonna call you out in public, so don’t even go there. </li></ul></ul></ul><ul><ul><ul><li>► unique—What makes you (or your company )different from the herd? </li></ul></ul></ul><ul><ul><ul><li>► multi-faceted—However, please limit both the frequency and the </li></ul></ul></ul><ul><ul><ul><li>length of your posts or we’ll stop reading what you say. </li></ul></ul></ul>Let’s Talk About Facebook
  8. 8. SHOULD YOU BE ON THE SOCIAL MEDIA SITES? ABSOLUTELY! Remember the old saw: If you don’t define yourself, others will surely do it for you . So, decide who you want to be and get to work backing up that image with visual and verbal evidence to support it. WHO IS YOUR DIGITAL ALTER EGO? Google yourself and your company regularly. Google the competition, too. You’ll be amazed at what you find! To monitor your reputation going forward, set up a Google Alert on your name and the name of your business at: http://www.google.com/alerts?hl= en&gl =&source= alertsmail . Google properly! Don’t forget to put quotation marks (“) around the names and/or add a location to avoid a long list of useless results. Creating And Managing Your Online Reputation
  9. 9. My Whole Life Is Passing Before My Eyes!
  10. 10. MARTHA COAKLEY, ATTORNEY GENERAL September 23, 2008 - For immediate release: … Jodi Horton, age 33, was charged with Unemployment Fraud (22 counts) and Larceny Over $250.   Following a change of plea from not guilty to guilty, Suffolk Superior Court Judge Lloyd MacDonald sentenced Horton to two years in the House of Correction; sentence suspended for five years, and ordered her to pay restitution in the amount of $5,176. Someone Else’s Life Is Passing Before My Eyes!
  11. 11. Have You Had An Oops! Moment?
  12. 12. Links I Love <ul><li>http://falkow.blogsite.com/public/item/154593 Sally Falkow is my social media hero.  Here's a sample of her plain-spoken wisdom: &quot;Social media is a tsunami that could engulf your business if you don’t pay attention.And like the Emperor you’ll find yourself butt naked and visible to everyone.&quot; </li></ul><ul><li>http://www.youtube.com/watch?v=ddO9idmax0o&NR=1 &quot;Twitter in Plain English&quot;  Great quick overview!  You'll get it immediately.  Don't bother with &quot;Social Media in Plain English,&quot; which is a bit convoluted. </li></ul><ul><li>http://www.slate.com/id/2207061/ </li></ul><ul><li>How to Blog. Simple, straightforward advice. </li></ul><ul><li>http://technorati.com/pop/blogs/ Technorati's Top 100 Blogs.  There are lots of blogs directories, but this is a fun place to begin your exploration. </li></ul><ul><li>http://mashable.com/2007/07/16/wiki-toolbox/ Wiki Toolbox.  Everything you ever wanted to know about wikis (sites that can be collaboratively edited by your colleagues at work or your family and friends), plus sites and resources, many free or really cheap. </li></ul><ul><li>http://websearch.about.com/od/rsssocialbookmarks/f/rss.htm What's an RSS feed-- and why do I want one ?  About.com and Wikipedia are my go-to sites for just about everything.  You'll be glad you read this one! </li></ul>
  13. 13. LinkedIn & Plaxo: Coke & Pepsi <ul><li>Select Either or Both; Comparable Features </li></ul><ul><li>LinkedIn & Google ; Plaxo & Yahoo! </li></ul><ul><li>Only Do What You Can Do Well </li></ul><ul><li>Be Complete </li></ul><ul><li>Joining Groups Can Mean Getting Spammed </li></ul><ul><li>Use Email for: </li></ul><ul><ul><li>Conversations </li></ul></ul><ul><ul><li>Appointment Making </li></ul></ul><ul><ul><li>Personal Dialogues </li></ul></ul>
  14. 14. Relationship Marketing <ul><li>Facebook = Maximum Relationship Marketing </li></ul><ul><li>LinkedIn/Plaxo Do Offer Ways to Connect </li></ul><ul><ul><li>Interests </li></ul></ul><ul><ul><li>Groups & Associations (not just business) </li></ul></ul><ul><ul><li>Reading Lists </li></ul></ul><ul><ul><li>Other Options </li></ul></ul>
  15. 15. LinkedIn & Plaxo: Email As News
  16. 16. Types of Blogs <ul><li>Personal Blogs / Diaries </li></ul><ul><li>News or Advice Blogs </li></ul><ul><li>Media Blogs </li></ul><ul><li>Video Blogs </li></ul><ul><li>Micro Blog, Twitter </li></ul>
  17. 17. Newspaper Stories & Comments <ul><li>Include in Media Plan </li></ul><ul><li>Seed the Blog </li></ul><ul><ul><li>Board and/or Staff Members </li></ul></ul><ul><ul><li>Volunteers </li></ul></ul><ul><ul><li>Loyal Customers/Clients </li></ul></ul><ul><li>Ask for an Extreme Comment to be Deleted </li></ul><ul><li>Act Quickly </li></ul><ul><li>Remember, Blogs Are Indexed by Search Engines </li></ul>
  18. 18. Twitter: A Micro Blog <ul><li>140 Characters Limitation = Major Challenges </li></ul><ul><li>Launched in 2006; 9.3 Million Users April 2009 </li></ul><ul><li>Low Retention Rates (65% blog once) </li></ul><ul><li>Avoid 160 Character Pitfalls </li></ul><ul><li>Be Relevant </li></ul><ul><li>Reward Followers </li></ul><ul><ul><li>(clients, customers, members, vendors) </li></ul></ul><ul><li>You Don’t Just Get “Followers” & Few Followers = Little Leverage </li></ul><ul><li>justtweetit.com, useful directory </li></ul><ul><li>Monitor Tweets about yourself or your organization </li></ul>
  19. 19. Twitter: The Good the Bad & The Ugly <ul><li>From The (NFL’s) New York Jets Website </li></ul><ul><li>The New York Jets will use Twitter, Jets Wireless and newyorkjets.com to inform the fans of the Green & White who the team is selecting before the picks are announced at the 2009 NFL Draft. </li></ul><ul><li>Sen. Chuck Grassley (R-IA) </li></ul><ul><li>&quot; Pres Obama you got nerve while u sightseeing in Paris to tell us 'time to deliver' on health care. We still on skedul/even workinWKEND.&quot; </li></ul>
  20. 20. Other Social Media <ul><li>Podcasts (audio) </li></ul><ul><li>YouTube (useful for video-to-Flash conversion) </li></ul><ul><li>Cell Phones (The Third Screen) </li></ul><ul><li>Be on the Cutting Edge, Not the Bleeding Edge </li></ul>
  21. 21. Concluding Thoughts to Take With You <ul><li>If you're new to social media, take small bites and do a great job. </li></ul><ul><li>Spend time weekly, even daily. </li></ul><ul><li>Give careful thought to your online image. </li></ul><ul><li>Write your own standards and apply them. </li></ul><ul><li>Sample other postings for what you like. </li></ul><ul><li>Be ready for conversation. </li></ul>
  22. 22. Presentation OnLine & Survey <ul><li>Survey </li></ul><ul><li>http://www.netoutcomes.com/webinar/survey.php </li></ul><ul><li>PowerPoint Available by 1 PM Today </li></ul><ul><li>http://www.netoutcomes.com/webinar/powerpoint </li></ul>