Lecture 6-5: Social Networking for Entrepreneurs

There are real business uses for social networks If they are used properly , social media can be a profitable part of your overall marketing strategy

Section 1: What NOT to Post

Don't post ANYTHING without planning - see Walmart example Don't spam people - "You know how some marketers without even saying "hi" start posting their websites' urls on your wall. That really annoys me and I know that it annoys other people." - Lana Kravtsova, www.dreamfollowers.com Please don't post boring stuff that only you care about

A Major Social Networking Failure Didn't allow people to use the Discussion Board Failed to anticipate negative comments Tried to be something they are not In short, failed because they were control freaks

A Major Social Networking Failure

Didn't allow people to use the Discussion Board

Failed to anticipate negative comments

Tried to be something they are not

In short, failed because they were control freaks

Be Sure to Choose the Right Tool for Your Market Who's Your Target? Artists and Entertainers must be on Myspace Reach the 18 - 35 crowd on Facebook Affluent professionals network on LinkedIn Twitter is literally anything you want

Who's Your Target?

Artists and Entertainers must be on Myspace

Reach the 18 - 35 crowd on Facebook

Affluent professionals network on LinkedIn

Twitter is literally anything you want

Section 2: How to Generate Interest in Your Product Building Your Target Market “List”

Online vs. Offline How do you connect in real world networking situations? Attend events where your targets will be Speak or present at the event, if possible Join their trade association's board

How do you connect in real world networking situations?

Attend events where your targets will be

Speak or present at the event, if possible

Join their trade association's board

Online vs. Offline When you are networking after the event: Small talk As "What do you do?" Listen. I mean, actually listen. Offer something valuable - a book title or website, a contact or client lead Write it on your card and ask for theirs Follow up

When you are networking after the event:

Small talk

As "What do you do?"

Listen. I mean, actually listen.

Offer something valuable - a book title or website, a contact or client lead

Write it on your card and ask for theirs

Follow up

Online vs. Offline Online is basically the same Find out where your targets go - adwords are good for this Start positioning yourself as an expert in the field - "Present" on the topic Join their favorite social networks Set up a page there and say RELEVANT interesting things about their key topics

Online is basically the same

Find out where your targets go - adwords are good for this

Start positioning yourself as an expert in the field - "Present" on the topic

Join their favorite social networks

Set up a page there and say RELEVANT interesting things about their key topics

Facebook Example Set up a “ Page ” . If you don't have a Facebook account this will create one for you in addition to the Page.

Set up a “ Page ” . If you don't have a Facebook account this will create one for you in addition to the Page.

You need both a Page and a Group The Page let's you build a brand that can be searched on Google The Group is good for discussion forums and inviting people to your events

The Page let's you build a brand that can be searched on Google

The Group is good for discussion forums and inviting people to your events

Once You Get Set Up Time for the Moment of Truth

Section 3: "Just Click the Subscribe Button" Making the Ask

Does Your Message Come Off Like This?

Make a Safe Initial Offer

"Free Sample" Give something your target will find valuable away in exchange for their contact info

Now you can sell them stuff!

Note: If your product costs big $$$ Use the fast food approach: * Small $ investment * Medium $$ investment * Large $$$ investment

Use the fast food approach:

* Small $ investment

* Medium $$ investment

* Large $$$ investment

Review and Lessons Learned:

Advertising is DEAD If you remember nothing else - Social Networking is NETWORKING It's about people, not companies If Walmart can't control the conversation, neither can you Be Authentic and Responsive

If you remember nothing else -

Social Networking is NETWORKING

It's about people, not companies

If Walmart can't control the conversation, neither can you

Be Authentic and Responsive

The best in the biz (Google, Facebook, Youtube, etc.) help people do what they already want to do You should do the same

Reference sites http://webworkerdaily.com/2009/05/26/10-golden-rules-of-social-media/ http://social-media-optimization.com/2007/10/a-failed-facebook-marketing-campaign/ http://www.lnkr.net/archives/rosh/general/the-world’s-most-profitable-social-network/2713 http://www.bookyourselfsolid.com/

http://webworkerdaily.com/2009/05/26/10-golden-rules-of-social-media/

http://social-media-optimization.com/2007/10/a-failed-facebook-marketing-campaign/

http://www.lnkr.net/archives/rosh/general/the-world’s-most-profitable-social-network/2713

http://www.bookyourselfsolid.com/

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