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The New Biz Dev - IPA Forum

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Presentation on using digital communications for business development - IPA Forum, December 14, 2010.

Presentation on using digital communications for business development - IPA Forum, December 14, 2010.

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    The New Biz Dev - IPA Forum The New Biz Dev - IPA Forum Presentation Transcript

    • The New Biz dev
      Leveraging the digital environment for relationship-building
      IPA Forum
      December 14, 2010
    • What is “digital communications”?
      2
      “An interactive form of communication where you are able to be both the broadcaster as well as the receiver of information, and where there is an equal balance of power between all participants. In other words, your voice is equal to the voice at the other end.”
      -Watson Helsby(UK PR/communications executive search firm), 2010
    • Why is a digital communications program important?
      Relationships, relationships, relationships!
      Communication with customers/prospects.
      Building thought-leadership & adding value.
    • Building Relationships Through Social Networking
      4
      …translate into this?
      How will this…
    • Why Social Networking?
      5
      Customer communications
      Establishing thought-leadership
      Identifying targeted contacts
      Listening & participating
    • 4 Steps to Getting Started
      Step 1: Strategy
      Establish why, what, who, where, when & how
      Determine goals, metrics for success, SET EXPECTATIONS
      6
      Step 4: Offer Value & Build Credibility
      Create relevant & educational content to help your customers
      Build a knowledgebase & share it
      Step 3: Listen & Participate
      Get involved in limited conversations
      Use tools like Google Alerts, SocialMention, Blekko
      Join industry groups online (LinkedIn, Ning, listservs)
      Step 2: Research
      Find out where your customers/prospects are hanging out online
      Target based on industry buzzwords, geography, etc.
    • The British Midlands: Digital Communications Program
      7
      Personalization
      Engagement
      Branding
      Timely & valuable content
    • Looking for ideas?
      Use social networking sites like LinkedIn to communicate with prospects & customers.
      Survey your customers about their online professional interests.
      Create a company blog, look for external guest writing opps, write press releases.
      Make it easy for your company to be found & do business with you.
      Conduct a limited outreach campaign.
      Build a house file & maintain it.
      Create contests & promotions.
      Use digital communications to drive offline traffic (i.e. events).
      8
    • Make sure all parts of your programs work together!
      Integrate with other parts of the marketing mix, i.e. telemarketing, print ads, tradeshows.
      Take the conversation offline! Utilize Twitter and LinkedIn for events & F2F (face-to-face) networking.
      Promote content through social networking platforms (Twitter, LinkedIn, bookmarking sites).
      Integrate social networking technology with customer relationship tools & marketing platforms whenever possible (i.e. Salesforce, MailChimp).
      Explore partnerships.
      9
    • Useful Tools
      10
      Hootsuite
      Tweetdeck
      Twellow, Wefollow, Tlists
      LinkedIn Groups
      Listserv Directory
      Listening &
      Research
      QR Codes
      RSS
      Content Creation
      Pressitt, PitchEngine
      Wordpress, Blogger
      Google Reader + Google Alerts
      SocialMention
      Blekko
      Google Docs
      DocStoc
      Yammer
      Scribd
      Social Media Tools for Biz Dev
      LinkedIn Ads
      Facebook Ads
      Skype
      Vyew
      SurveyMonkey
      Google Moderator
      Delicious
      StumbleUpon
      Technorati
      BusinessExchange
      Skype Mobile, Google Talk
      Twitter
      Bump
      LinkedIn
      Content Curating &
      Sharing
      Communication
    • Final Thoughts & Tips
      Lurk & listen – then participate.
      Give before you take.
      Offer value (don’t just pitch).
      Personalize, personalize, personalize!
      Always be yourself.
      11
      Remember, the world’s archived!
      Ask for referrals!
      Be consistent - maintain year-round relationships.
      Grow your programs organically.
      Always follow best practices.
    • Appendix: List of Discussed Tools
      12
      Communication
      Skype: http://skype.com
      Google Talk: http://google.com/talk
      Twitter: http://twitter.com
      Bump: http://bu.mp (mobile app)
      LinkedIn: http://linkedin.com
      Vyew: http://vyew.com
      SurveyMonkey: http://surveymonkey.com
      Google Moderator: http://google.com/moderator
      LinkedIn Ads: http://linkedin.com/advertising
      Facebook Ads: http://facebook.com/adsmarketing
      Industry Twitter Chats: https://spreadsheets.google.com/ccc?key=ruaz3GZveOsoXUOOt86B3AQ#gid=0
    • Appendix: List of Discussed Tools
      13
      Content Creation
      Pressitt: http://pressitt.com
      PitchEngine: http://pitchengine.com
      Wordpress: http://wordpress.com
      Blogger: http://google.com/blogger
      QR Code generators:
      http://qrcode.kaywa.com/
      http://zxing.appspot.com/generator/
      Creating & tracking RSS feeds:
      http://feedburner.com
    • 14
      Appendix: List of Discussed Tools
      Content Curating & Sharing
      Google Docs: http://docs.google.com
      DocStoc: http://docstoc.com
      Yammer: http://yammer.com
      Scribd: http://scribd.com
      Delicious: http://delicious.com
      StumbleUpon: http://stumbleupon.com
      Technorati: http://technorati.com
      BusinessExchange: http://bx.businessweek.com/
    • 15
      Appendix: List of Discussed Tools
      Listening & Research
      Hootsuite: http://hootsuite.com
      Tweetdeck: http://tweetdeck.com
      Twellow: http://twellow.com
      WeFollow: http://wefollow.com
      TLists: http://tlists.com
      LinkedIn Groups: http://linkedin.com/groups
      Listserv Directory: http://www.lsoft.com/catalist.html
      Google Reader: http://google.com/reader
      Google Alerts: http://google.com/alerts
      SocialMention: http://socialmention.com
      Blekko: http://blekko.com
      Ning: http://ning.com
    • Thanks for listening!
      16
      Mitch Arnowitz
      Managing Director, Tuvel Communications
      http://www.tuvel.com
      E: mitch@tuvel.com P: 301.545.0843 M: 301.524.1587
      @TuvelComms
      linkedin.com/companies/tuvel-communications-llc
      More info:
      http://scr.bi/TuvelSocMed
      http://scr.bi/TuvelSMOutreach