Social Networking for Business

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Workshop delivered to the Kitchener-Waterloo Chamber of Commerce by Cheryl Mckinnon, CMO of Nuxeo - January 26, 2010. How to use social media to achieve business goals: lead/demand generation, customer service, competitive & market intelligence, recruiting & talent acquisition

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Social Networking for Business

  1. 1. Building Your Business and Talent Pool with Social Media Cheryl McKinnon, CMO @ Nuxeo [email_address] Or Twitter @CherylMcKinnon Social Networking – Strategies for Business
  2. 2. Agenda <ul><li>Why Engage with Social Media?
  3. 3. Understanding the Ground Rules & Objectives
  4. 4. Where to Start? </li><ul><li>Demand and Lead Generation
  5. 5. Customer Care & Service
  6. 6. Competitive & Market Intelligence
  7. 7. Recruiting and Hiring </li></ul></ul>
  8. 8. Agenda <ul><li>Break
  9. 9. Workshop </li><ul><li>Devise a Strategy for 1 of the 4 Target Areas
  10. 10. Present Findings </li></ul><li>Successes and #Fails – SMB Examples
  11. 11. Round Table / Panel </li><ul><li>What Has Worked for You?
  12. 12. Tactical Tips / Q&A </li></ul></ul>
  13. 13. Why is this Essential ? <ul><li>2008-2009 </li><ul><li>Is and will continue to be a disruptive era in business </li></ul><li>The Web </li><ul><li>Is leveling the playing field between big and small – old and new </li></ul><li>New generation of entrepreneurs START online </li></ul>
  14. 14. Rise of “Web 2.0” <ul><li>You Know the Drill </li><ul><li>Blogs, Wikis, Twitter, Community Sites, Image / Video Sharing Sites, Social Bookmarking </li></ul><li>Gained popularity in Consumer World, but becoming Business mainstream in recent years </li></ul>
  15. 15. Why Engage ? “ 'Cuz I Don't Care What That Guy Had For Lunch” <ul>(Cool, Because Me? Yeah Me.. Your Competitor? I Do...) </ul>
  16. 16. Why Engage? <ul><li>Need a Clear Purpose - Start with 1 – not many
  17. 17. Listening vs. Engaging vs. Reacting
  18. 18. Event? Brand? Company Promotion?
  19. 19. Personal or Professional Development?
  20. 20. Market Research, Community Polling (aka Crowd Sourcing), Competitive Intelligence
  21. 21. Unleash Your Alter Ego for Practice </li></ul>
  22. 22. Rules of Engagement <ul><li>Most Social Media environments respect Transparency, Authenticity, Helpfulness
  23. 23. Investigate Company Appropriate Use Policies </li><ul><li>Access to social networks from work machines?
  24. 24. What are you allowed to discuss?
  25. 25. What is off limits?
  26. 26. Spokesperson Guidelines? </li></ul></ul>
  27. 27. Rules of Engagement <ul><li>Most organizations require an update to Appropriate use policies </li><ul><li>Corporate Examples Available:
  28. 28. socialmediagovernance.com/policies/php </li></ul></ul>
  29. 29. Rules of Engagement <ul><li>“ Social” Media means Interacting with People </li><ul><li>Conversation
  30. 30. Plain Language
  31. 31. Sense of Personality
  32. 32. Don't Talk Like a Press Release </li></ul><li>Always Remember the Network Effect </li></ul>
  33. 33. Rules of Engagement <ul><li>Distinguish Between a Corporate Social Media Name and a Personal One </li><ul><li>Corporate Name – links to more formal Press Releases, Events, Articles, Call to action
  34. 34. Personalities – a commentary on the more formal content – highlight, best quote, why they liked it. </li></ul></ul>
  35. 35. Rules of Engagement
  36. 36. Rules of Engagement <ul><li>Regardless of Channel – blog, Twitter, Community or Networking Site </li><ul><li>Not a one-sided conversation
  37. 37. Follow Back, Comment, Link To What is Good
  38. 38. What Would the Conversation Look Like in Real Life?
  39. 39. Click back – who are the commenters? The followers? Connections in your network? </li></ul></ul>
  40. 40. Where to Engage <ul><li>Four Key Areas for Business </li><ul><li>Lead and Demand Generation
  41. 41. Customer Service and Care
  42. 42. Competitive and Market Intelligence
  43. 43. Recruiting and Building Talent Pool </li></ul></ul>
  44. 44. Where to Engage <ul><li>Professional Sites </li><ul><li>Linked In #1 </li><ul><li>Plaxo, Orkut – others regionally popular </li></ul><li>Industry and Professional Associations (Information Zen for AIIM ECM Association)
  45. 45. Corporate Customer / Partner Extranets
  46. 46. Alumni Forums
  47. 47. Slideshare.Net </li></ul></ul>
  48. 48. Where to Engage <ul><li>Personal / Professional Mixed Sites </li><ul><li>Facebook
  49. 49. YouTube
  50. 50. Twitter / FriendFeed
  51. 51. Wikipedia or niche wiki sites </li></ul></ul>
  52. 52. How to Engage <ul><li>LinkedIn </li></ul>
  53. 53. How to Engage <ul><li>LinkedIn </li></ul>
  54. 54. How to Engage <ul><li>LinkedIn </li></ul>
  55. 55. How to Engage <ul><li>Twitter </li></ul>
  56. 56. How to Engage <ul><li>Twitter </li></ul>
  57. 57. How to Engage <ul><li>Blogs </li></ul>
  58. 58. How to Engage <ul><li>Professional Associations </li></ul>
  59. 59. How to Engage <ul><li>SlideShare.Net / YouTube / Vimeo / Blip TV </li></ul>
  60. 60. Break and Workshop <ul><li>4 Teams </li><ul><li>Each team brainstorms and builds a social media game plan using some or all of the tools discussed today (or think of new ones) </li></ul></ul>Team 1 – Demand and Lead Generation for business Team 2 – Customer Service and Care Team 3 – Competitive and Market Intelligence Team 4 – Hiring and Finding Consultant Talent
  61. 61. How to Measure Success? <ul><li>Begin with Clear and Achievable Goals </li><ul><li>Drive Traffic to Web Site – Press Release, Article, Blog Post, Registration Site
  62. 62. Your Linked In Profile, Blog, Website
  63. 63. Enhance Search Engine Optimization </li></ul><li>Use Analytical Tools to Measure </li><ul><li>SiteMeter, Google Analytics, Trackable URL Shorteners (Bit.ly, Ow.ly, Cli.gs, HootSuite) </li></ul></ul>
  64. 64. How to Measure Success? <ul><li>Web Site/Blog Analytics </li></ul>
  65. 65. Successes <ul><li>Success: </li><ul><li>Dell – $6.5M in new business over Twitter
  66. 66. Zappos – Fully Social Networking Drive Customer Service
  67. 67. No Coalition (2008) & NoProrogue (2009) Facebook Groups and Rallies – Grassroots activities taken seriously regardless of political stripe
  68. 68. #HoHoTo – Fundraiser for Toronto Food Bank </li></ul></ul>
  69. 69. Successes <ul><li>Local Businesses Doing it Well </li></ul>
  70. 70. #Fail
  71. 71. Q & A <ul><li>Round Table </li><ul><li>Where have you started?
  72. 72. What worked?
  73. 73. What Didn't?
  74. 74. What Will you Try This week?
  75. 75. At Home?
  76. 76. At Work? </li></ul></ul>

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