How to Use Social Media to Brand Yourself a Leader

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How to Use Social Media to Brand Yourself a Leader

Presented by: Tomeeka Farrington
Principal/Founder, Spotlight Communications

Presented at: Center for Collaborative Leadership, UMass Boston

Published in: Education
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  • Thought leaders are people or companies positioned at the top rungs of the social ladder in their respective industries. These are people engaging audiences, driving conversation, and influencing consumers in their buying decisions.Thought leadership is content that is seen by our buyers as insightful and providing them with unique information that helps them to better solve their personal professional problems.
  • Content Rules!Create content that is true to your brand AND drives business.Blogs are an excellent method to share a company’s expertise, build additional web traffic and connect with potential customers. Through Podcasting, interviews with leaders in your particular niche will establish your business as a respected leader in your niche or industry. Webinars are the easiest to achieve high-value content your company can generate. It is the easiest way to capture the expertise and experience of your company in a way that can be accessed over and over again by prospects visting your site.
  • Business networking is a valuable way to expand your knowledge, learn from the successes of others and attain new clients.Evernote lets users capture a note in any format and have it be accessible and searchable on any laptop, mobile device or on the web. Also, it allows multiple users collaborate on shared notebooks that can be instantly updated and accessed from the web. It is a flexible tool that can be used to help employees share information and collaborate on projects, create a workflow around business processes and capture image-centric brainstorms.If you’re looking to remodel or create a site for your brand, Jumpchart provides an easier way to plan and visualize content with clients. Instead of multiple wireframes and flowcharts, illustrate your needs by adding all of the content you need in one simple location.
  • Your marketing collateral is a significant component of how your business is perceived by prospects and customers. There are many formats for presenting your business via collateral material, including: brochures, flyers, one sheets/fact sheets and direct mail pieces. All of your company’s printed pieces should be in tune with your overall marketing message and company brand.
  • When thinking about how social media could be used to meet business objectives, professionals should consider three key areas:Analysis: understanding why you want to use social media, what is already out there, what your consumers want and the resources that are available within your organization.Strategic choice: Given all the information available from your analysis, the next step is to consider which tools and concepts will produce the best results for your company.Strategic Implementation: social media is not just about a good idea or a campaign; it is as much of a cultural change as it is a technical one. It requires proper planning to ensure that what you have chosen is executed in a way that makes sense to the rest of your business. Monitoring:Most businesses don’t know how to measure how social media outreach affects their brand. Fortunately, this measurement is quantifiable if you use the right social media monitoring tools correctly. Social media monitoring tools present dats in sheets and charts that divide comments into positive and negatives so that you can accurately measure the success of your branding and public relations campaigns. Klout: provides social media analytics to measure a user’s influence across his or her social network. The analysis is done on data taken from sites such as Facebook, Twitter and Google+, and measures the size of a person’s network, content created and purports to measure how other people interact with that content. HootSuite: social media management system for brand management that supports social network integrations for Facebook, Twitter, LinkedIn, Google+, FourSquare, WordPress and more. Over 3 million users and 700 million messages have been sent since 2008.Seesmic: Suite of freeware web, mobile and desktop applications which allow users to simultaneously manage user accounts for multiple social networks such as Facebook and Twitter. Facebook Insights: Provides Facebook platform developers and Facebook page owners with metrics around their content. By understanding and analyzing trends within user growth and demographics, consumption of content, and creation of content, Page owners and Platform developers are better equipped to improve their business and create better experiences on Facebook.TweetDeck: Social media dashboard application for management of Twitter and Facebook acounts. The most popular Twitter application. WildFire: One of the world’s largest social media marketing software providers. Combines the best-of-breed social promotion and advertising software, robust mobile and desktop page management, messaging and analytics in one complete platform. Now a division of Google. Peer Index: PeerIndex measures interactions across the web to help you understand your impact in social media. Peer Index believes that everything you do is valuable. You make the videos, you write reviews and form connections. You are the contributor, you are the content you are the link. Peer Index recognizes this and aims to make your experience in social media more rewarding. Peer Index measures online social interactions to determine your impact in social media in beyond.
  • There are currently one billion monthly active users.250 million photos are uploaded to Facebook daily.57% of Facebook users are Female.The average Facebook users spends 20 minutes on the site per visit.Facebook accounts for 1 out of every 5 page views on the internet worldwide. Credit: http://ansonalex.com/infographics/facebook-user-statistics-2012-infographic/ Facebook are continuously adding new personalization options for advertisers and marketers.
  • Over 465 million accounts1 million accounts added to Twitter every day11 twitter accounts created every secondCredit: http://www.mediabistro.com/alltwitter/twitter-statistics-2012_b189146.8 million daily usershttp://www.mediabistro.com/alltwitter/instagram-twitter-daily-mobile-users_b2912231 percent of 18-24 year olds have a Twitter accounthttp://www.huffingtonpost.com/2012/06/01/twitter-use-stats-growth_n_1559716.html
  • Total of 187 million users in over 200 countries and territories.63% of users are located outside of the United States.More than 2.6 million companies have LinkedIn Company pages.Professionals are signing up to join LinkedIn at a rate of approximately two new members per second.http://press.linkedin.com/about
  • 72 hours of video are uploaded every minute, or more than one hour of video is uploaded to YouTube every second.3 billion hours of video are watched each month. 600 million views a day from mobile devices.Over 700 YouTube videos are shared on Twitter every minute.Stats: October 2012. More video is updated to YouTube in one month than the 3 major US networks created in 60 years. http://www.jeffbullas.com/2012/05/23/35-mind-numbing-youtube-facts-figures-and-statistics-infographic/This is a good infographic: http://www.jeffbullas.com/2012/05/23/35-mind-numbing-youtube-facts-figures-and-statistics-infographic/
  • 20-25% of all new websites published were built using the WordPress platform. Examples of sites using WordPress include: Honda, the New York Times, Ford, CNN, Harvard Law School, NASA and National Geographic. There are currently over 57 million Wordpress sites. Over 385 million people view more than 3.8 billion pages every month.WordPress users produce about 31.7 million new posts and 39.7 million new comments each month.Credit: http://en.wordpress.com/stats/
  • About.me is a free service that lets you create a beautiful one-page website that’s all about you and your interests. The site offers registered users a simple platform from which to link multiple online identities, relevant external sites, and popular social networking websites such as Google +, Twitter, Facebook, LinkedIn, Flickr, YouTube and Tumblr.
  • Currently400 million membersNow attracts 150 million active monthly users75 million daily usersGoogle + active users spend over an hour a day across Google productsGoogle+ users spend on average 12 minutes per day in the Google + platform. http://www.jeffbullas.com/2012/06/28/why-you-shouldnt-ignore-google-anymore/
  • Define your goals by setting realistic expectations. What are you hoping to accomplish with social media? There can be more than one goal. Be realistic. Companies that commit end up not accomplishing anything. One idea is to start small by offering a social media only promotion and aiming for a specific number of 10-12 persons that act on a deal. This is specific and manageable. Define your Audience. Who are you trying to reach? Be specific about a demographic. Defining who you are trying to reach assists with what type of social networks to be on.Define Success Metrics What will you track and how will you determine success? Execute. Review. Revise. Execute. Create profiles on your desired social networking profiles, then plan posts that you want to make for the upcoming 3-4 weeks.
  • How to Use Social Media to Brand Yourself a Leader

    1. 1. Grow Social. Grow Your Business. How to Use Social Media to Brand Yourself a Leader Presented by: Tomeeka Farrington Principal/Founder, Spotlight Communications Center for Collaborative Leadership, UMass Boston Thursday, November 15, 2012535 Albany St., Suite 200 | Boston, MA 02118 | t 617.423.0040 f 617.507.6137 | spotlightcommunications.net
    2. 2. Grow Social. Grow Your Business. Social Media Revolution535 Albany St., Suite 200 | Boston, MA 02118 | t 617.423.0040 f 617.507.6137 | spotlightcommunications.net
    3. 3. Grow Social. Grow Your Business. Agenda I. Own Your Brand II. Use Social Media Strategically III. Social Media Management Tools IV. Create a Social Media Plan that Works for You V. Incorporate Social Media Into Your Workday535 Albany St., Suite 200 | Boston, MA 02118 | t 617.423.0040 f 617.507.6137 | spotlightcommunications.net
    4. 4. I. Own Your BrandStep One: Become an Industry Thought leader • Gain as much industry experience possible. • Think like your buyers. • Consider market challenges and develop topics that answer them.
    5. 5. I. Own Your Brand Step Two: Get Your Name out There.• Blog• Podcast• Post online video• Write an eBook• Post on LinkedIn discussion boards• Host webinars
    6. 6. I. Own Your BrandStep Three: Network, Network, Network! • Network both online and offline. • Get to know other thought leaders. • Use collaborative elearning and social tools
    7. 7. I. Own Your Brand• Develop online collateral and marketing pieces that fit your companies marketing message.
    8. 8. II. Use Social Media StrategicallyConsider which social media tools will bemost beneficial for your leadership brand: Social Networks: Monitoring Tools: Facebook Klout Twitter HootSuite Wordpress Seesmic Google+ Facebook Insights about.me TweetDeck LinkedIn WildFire YouTube Peer Index
    9. 9. • Share industry-related photos and posts that will capture your audience’s attention.• Create a Facebook brand page so that people can “like” your company rather than add you as of social network users a friend and see personal prefer to connect with information. brands using Facebook of marketers say that Facebook is important to their business Facebook accounts for 1 out of every 5 page views on the internet worldwide
    10. 10. • Publicize company information, campaigns • Follow thought leaders and and industry related news. industry executives to see• Use bit.ly to advertise blog posts and what is going on in your contests industry. • Participate in and host twitter chats to connect with people interested in topics within your industry. registered users of users are ages
    11. 11. Added million new users in the past year alone!• Allows users to exchange knowledge, ideas, and job opportunities with other professionals.• Use to network with other thought leaders in your industry.• Post on LinkedIn discussion boards to showcase your knowledge.
    12. 12. • Upload videos of yourself discussing industry trendshours of videoare watched that teaches and inspiresevery month others to learn more. • Tag your videos with industry-relevant keywords. • Share these videos on your social networks.
    13. 13. 1. Develop a blogging schedule.2. Blog about your industry knowledge.3. Make your posts interesting to your readers; people like to see numbered lists in blog posts. of all new websites published are built4. Guest blog and invite others using WordPress to reciprocate.
    14. 14. Use about.me to consolidate yourweb-based footprint into one place • Place links to all of your social networks in one easy-to-find place • Use as a virtual business card • Share everything that promotes your brand
    15. 15. • Increase your SEO just through having a Google+ profile.• Use the hangout feature to host Google Hangouts about topics important to your industry.• Use Google+ “circles” to segment other Google+ members into categories and upload content that is specifically relevant to them.
    16. 16. III. Social Media Management ToolsUse social media management tools to help organize yoursocial media sharing across several different platforms. • Twitterfeed • HootSuite • Buffer • TweetDeck • SocialFlow • Seesmic
    17. 17. III. Social Media Management ToolsUse social media management tools to help organize yoursocial media sharing across several different platforms. • Mobile Apps: Evernote
    18. 18. III. Social Media Management ToolsSocial Media Success Story- Guy Kawasaki• Social media is marketing, and you need to have a marketing plan.• Become familiar with the platforms and then develop a strategy• Only advertise the truth on social media – and don’t overdo even that. Guy shares that the most powerful feature of Twitter is search, the possibility that it gives to marketers to understand and monitor what the world is saying about his/her company and compeition for free.
    19. 19. IV. Create a Social Media Plan that Works for YouBenchmark personal goals.• Define your goals by setting realistic expectations• Define your audience• Define success metrics• Execute, review, revise, ex ecute.
    20. 20. IV. Create a Social Media Plan that Works for You Choose your platforms. • Get to know your target audience. • Check out industry trends.
    21. 21. IV. Create a Social Media Plan that Works for YouCreate a content calendar.
    22. 22. V. Incorporate Social Media into Your Workday Manage your brand by using the right tools so the process doesn’t overwhelm you and take up too much of your time.
    23. 23. V. Incorporate Social Media into Your Workday• Don’t take on too much before you can handle it.• Focus your limited time on one network and do it well instead of trying to do it all.
    24. 24. V. Incorporate Social Media into Your Workday• Make your content easy to share• Add images and sharing buttons to your posts.• Focus on good quality so that followers will want to share it.
    25. 25. V. Incorporate Social Media into Your WorkdayUtilize Facebook Appslike the Pinterest Appand Youtube Video Appso that content you poston other sites willautomatically bestreamed to yourFacebook Page.
    26. 26. V. Incorporate Social Media into Your Workday• Tools such as Posterous allow you to set up autoposts to your social networks.• Be careful of overwhelming colleagues with too many autoposts.
    27. 27. How are you leveraging your time with ELP on social networks to increase your leadership brand? Have you joined the ELP LinkedIn Group? Are you Tweeting about the forums? Watching the YouTube Videos?

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