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The LEADERship Presentation 4/14/11:

The LEADERship Presentation 4/14/11:
What You Don’t Know About Social Media Could be Killing Your Business
Presented by Tracy Gosson and Hollis Thomases

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    Leadership_SocialMedia_4-14-11 Leadership_SocialMedia_4-14-11 Presentation Transcript

    • What You Don’t Know About Social Media Could Be Killing Your Business
      Presented by:
      Hollis ThomasesPresident
      Tracy GossonPresident
    • What is Social Media?
    • Social Media vs. Social Networking
      Social Media
      Broad term
      Social Media is a Channel
      More one-way communication
      Focus is on content generation & consumption
      Social Networking
      More specific term
      Social Networking is Engagement
      More two-way communication
      Focus is on building relationships and establishing reputations
    • Common Terminology
      LinkedIn
      Twitter
      Facebook
      Tweets
      Follow vs. Following vs. Friends (“Tweeps”)
      Mentions/@replies
      DMs
      Shortened URL
      Hashtags
      Tweetups
      Network
      Connections
      Recommendation
      Groups
      Likes
      Friends vs. Like(rs)
      Profile vs. Page
      Status Update
      Blogging
      YouTube
      Blog vs. Blogging vs. Blog Post
      RSS Feed
      Comments
      Social Bookmarks
      Channel
      Views
      Spotlight Videos
      Promoted Videos
      Featured Videos
    • Who Uses Social Media?
      Clients
      Prospects
      Competitors
      Job Seekers
      Industry Analysts
      Everybody Else…
    • Developing a Social Media Strategy
      Approach like any marketing initiative; you need a plan
      Listen first
      Be realistic about your investment abilities; how much money and staff time can you afford?
      Determine your destination; then build your map
      Identify who you are and what you care about; what is your “voice” going to be?
      Understand the best tools for your organization
      How are you going to track in a way that is meaningful to you?
    • How Social Media Could Be Affecting Your Business
      Let’s see some examples…
    • Human Resources
      • Job Recruitment
    • Human Resources
      • Job Recruitment
    • Human Resources
      • Job Recruitment
      • Education/Training
    • Marketing
      • Direct-to-Consumer Marketing
    • Marketing
      • Direct-to-Consumer Marketing
      • Promotions
    • Marketing
      • Direct-to-Consumer Marketing
      • Promotions
      • Lead Generation& Sales
    • PR & Reputation Management
      Thought Leadership
    • PR & Reputation Management
      Thought Leadership
      Product Reviews
    • PR & Reputation Management
      Thought Leadership
      Product Reviews
      Crisis Management
    • Brand Building
      Build Branding& Awareness
    • Brand Building
      Build Branding& Awareness
    • Brand Building
      Build Branding& Awareness
      Build Loyalty& Retention
    • Brand Building
      Build Branding& Awareness
      Build Loyalty& Retention
    • Customer Service
      Provide Direct Customer Service
    • Customer Service
      Provide Direct Customer Service
    • Customer Service
      Provide Direct Customer Service
      Another brand & relationship building opportunity
    • Customer Service
      Provide Direct Customer Service
      Another brand & relationship building opportunity
    • Search Engine Visibility
      Increase organic (free) search engine rankings
      Give competitive edge
    • Tools of the Trade
      Monitoring
      Measuring
      Execution
      Blogging
      CMS (e.g. WordPress)
      Twitter
      HootSuite, Tweekdeck, Seesmic
      Bookmarklets
      Integration Tools
      Twitter  Facebook
      Facebook  LinkedIn
      Feeds
      Mobile Apps
    • Tools of the Trade
      Execution
    • Tools of the Trade
      Execution
    • Tools of the Trade
      Execution
    • Tools of the Trade
      Monitoring
      Measuring
      Execution
      PostRank Analytics
      Social Mention
      Socialseek
      Trackur
      Viral Heat
      Sysomos
      Radian6
      Trendrr
      Google Alerts
      Blogging
      CMS (e.g. WordPress)
      Twitter
      HootSuite, Tweekdeck, Seesmic
      Bookmarklets
      Integration Tools
      Twitter  Facebook
      Facebook  LinkedIn
      Feeds
      Mobile Apps
    • Tools of the Trade
      Monitoring
    • Tools of the Trade
      Monitoring
    • Tools of the Trade
      Monitoring
      Measuring
      Execution
      PostRank Analytics
      Social Mention
      Socialseek
      Trackur
      Viral Heat
      Sysomos
      Radian6
      Trendrr
      Google Alerts
      Google Analytics
      Tweet Reach
      HowSociable?
      Post Rank Analytics
      Blogging
      CMS (e.g. WordPress)
      Twitter
      HootSuite, Tweekdeck, Seesmic
      Bookmarklets
      Integration Tools
      Twitter  Facebook
      Facebook  LinkedIn
      Feeds
      Mobile Apps
    • Tools of the Trade
      Measuring
      Common Metrics/KPIs by Platform
    • Tools of the Trade
      Measuring
      Tangibles
      Record search engine rankings prior to SMO
      Track inbound links from SMO initiatives
      Review Web Analytics:
      increased traffic from SMO efforts particularly referral sites
      before and after site activity
      completion rate for specific objectives, i.e. requests for white papers or completed contact forms
      Capture other methods of inquiry, i.e. by telephone (via call tracking) or direct email
    • Tools of the Trade
      Measuring
      Intangibles
      Increased brand visibility on high traffic, forward-thinking web properties with very targeted, positive content
      Creation of additional discussion, commenting, and engagement with targeted content and brand beyond just a simple page view
      Can be measured by assessing # of mentions, sentiment, authority, market share, relevance etc
      Combats detracting or distracting posts about your company or products. By continuing to present consistent, positive and USEFUL information from trusted community members, the company can engage the sites more over time to supplement and balance negative or unhelpful info.
    • Tools of the Trade
      Measuring
    • Other Tools
      Cross-Platform Blogging Tools
      Tumblr
      Posterous
      Social Media Advertising
      LinkedIn DirectAds
      Facebook Ads
    • Who’s using What?
      Types of Social Media Platforms Deployed
      Photo Sharing
      (Non-FB)
      Tagging
      Blogs
      RSS & Sharing
      Twitter
      LinkedIn
      YouTube
      SlideShare
      On-Site Polls
      On-Site Communities
      Discussion Boards
      Streaming A/V
      Facebook
      Company Name
      19 April 2011
      39
    • Trends & Hot Topics
    • Trends & Hot Topics
    • Resources
    • Key Take-Aways
      Monitor & Listen, even if you don’t participate
      Recognize that your target audience, your competitors, your industry are using social media, even if you’re not
      Develop a strategy that’s right for you
      Remember that social media is just another tool in the toolkit
    • Thank you!
      Presented by:
      Hollis ThomasesPresident
      Tracy GossonPresident