Social Networking for Business


Published on

Presentation on Using Social Media in Business given at the Virginia Association of State Colleges and University Purchasing Professionals (VASCUPP) SWAMfest October 11, 2009 Hotel Roanoke, Roanoke Virginia

Published in: Business
  • Be the first to comment

  • Be the first to like this

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide
  • Construction Companies Virginia – 51 pages of 10 hits for 510 Direct Marketing Companie – 62 pages of 10 or 620 hits
  • Construction Companies Virginia – 51 pages of 10 hits for 510 Direct Marketing Companie – 62 pages of 10 or 620 hits
  • Construction Companies Virginia – 51 pages of 10 hits for 510 Direct Marketing Companie – 62 pages of 10 or 620 hits Google's first index in 1998 only had 26 million pages and by 2000 that number had jumped to 1 billion. Today, the Google index is growing by several billion pages per day alone. Not too long ago. Google Now Knows About 1 Trillion Pages Written by Frederic Lardinois / July 25, 2008 4:31 PM / 13 Comments
  • Social Networking for Business

    1. 1. Social Networking <ul><li>Discover what MySpace, Twitter, LinkedIn and Facebook can do (or to) your business? </li></ul>
    2. 2. <ul><li>Challenges facing marketers today </li></ul><ul><li>Description of Social Media </li></ul><ul><li>Business Case for Social Media </li></ul><ul><li>Getting Started </li></ul>Agenda
    3. 3. <ul><li>Communication clutter </li></ul><ul><ul><li>Typical American is exposed to 5,000 marketing messages a day </li></ul></ul><ul><ul><li>More Channels available </li></ul></ul><ul><ul><ul><li>notice 52 </li></ul></ul></ul><ul><ul><ul><li>remember only 4 </li></ul></ul></ul><ul><li>Four or five generations in play </li></ul><ul><ul><li>Varied levels of comfort and cynicism with technology, advertising </li></ul></ul><ul><ul><ul><li>B2B decision makers </li></ul></ul></ul><ul><ul><ul><li>B2C customers of clients </li></ul></ul></ul>Our World
    4. 4. <ul><li>Personal and professional duties on overload </li></ul><ul><li>Loss of personal wealth/employment </li></ul><ul><li>Anxious and fearful of future </li></ul><ul><ul><li>Decisions are more closely scrutinized </li></ul></ul><ul><ul><ul><li>More research </li></ul></ul></ul><ul><ul><ul><li>More validation </li></ul></ul></ul>Our World
    5. 5. <ul><li>Voluminous amount of information </li></ul><ul><li>1,000,000,000,000 (one trillion) - approximate number of unique URLs in Google’s index </li></ul><ul><li>Google indexes several billion pages per day </li></ul><ul><li>2 Billion Google searches daily </li></ul>Our World
    6. 6. <ul><li>Average CMO in US lasts less than 22 months </li></ul><ul><li>19% of what is spent on advertising and marketing fails outright </li></ul><ul><li>67% of the spend could get better results without additional expense </li></ul>Results Source: What Sticks by Rex Briggs and Greg Stuart
    7. 7. Enter Social Media <ul><li>Innovative uses to reach your audience </li></ul><ul><li>Helps Demonstrate Thought Leadership </li></ul><ul><li>Helps Position Your Company </li></ul><ul><li>Develop promoters/mavens/connectors </li></ul><ul><li>Helps Assess Changing Needs of Constituents </li></ul><ul><li>Can Perform Product Research </li></ul><ul><li>Increase business </li></ul>
    8. 8. Why It’s Cool <ul><li>Adds a human element (you) to your business or product </li></ul><ul><li>A way to engage with customers directly but informally </li></ul><ul><li>It’s relatively simple to execute </li></ul><ul><li>Helps generate traffic for your website </li></ul><ul><li>Creates buzz around your website, product or service or brand </li></ul><ul><li>Creates inbound links to your website for search engine ranking benefit </li></ul><ul><li>Can build or reinforce credibility in the marketplace </li></ul><ul><li>Can position you and/or company as a “thought leader” relatively cost effectively </li></ul>
    9. 9. Categories <ul><li>Social Networking </li></ul><ul><ul><li>FaceBook </li></ul></ul><ul><ul><li>LinkedIn </li></ul></ul><ul><ul><li>DirectMatches </li></ul></ul><ul><ul><li>Ryze </li></ul></ul><ul><ul><li>Crowdvines </li></ul></ul><ul><li>Social Bookmarking </li></ul><ul><ul><li>Technorati </li></ul></ul><ul><ul><li>Propeller </li></ul></ul><ul><ul><li>Digg </li></ul></ul><ul><ul><li>Reddit </li></ul></ul><ul><ul><li>StumbleUpon </li></ul></ul><ul><li>Content Sharing </li></ul><ul><ul><li>Hubpages </li></ul></ul><ul><ul><li>Squidoo </li></ul></ul><ul><ul><li>EzineArticles </li></ul></ul><ul><ul><li>Gather </li></ul></ul><ul><li>Media Sharing </li></ul><ul><ul><li>GoogleVideo </li></ul></ul><ul><ul><li>YouTube </li></ul></ul><ul><ul><li>SlideShare </li></ul></ul><ul><li>Blog Platforms </li></ul><ul><ul><li>Wordpress </li></ul></ul><ul><ul><li>MovableType </li></ul></ul><ul><ul><li>Blogger </li></ul></ul><ul><li>RSS Feeds </li></ul><ul><ul><li>Google Reader </li></ul></ul>
    10. 10. Social Networking <ul><li>Online communities of people who share interests and /or activities </li></ul><ul><li>The naturally viral nature of these online social networks can be used promote your business. </li></ul><ul><li>Objectives can include: </li></ul><ul><ul><li>Developing promoters </li></ul></ul><ul><ul><li>Product research </li></ul></ul><ul><ul><li>Public Relations </li></ul></ul><ul><ul><li>Finding collaborators </li></ul></ul><ul><ul><li>Developing your brand </li></ul></ul><ul><ul><li>Positioning yourself, company or product </li></ul></ul>
    11. 11. How To Use: <ul><li>Define your audience, locate your potential customers, build a social relationship </li></ul><ul><li>Do Not overtly promote brand or website </li></ul><ul><li>Think listen and share </li></ul><ul><ul><li>“ help” with “how to”, “why”, examples, opinions on business topics </li></ul></ul><ul><ul><li>Try to make connections between something new and something readers may know </li></ul></ul><ul><li>Be yourself, be human, be humble </li></ul>
    12. 12. Example: <ul><li> </li></ul><ul><li> </li></ul>
    13. 13. Bookmarking <ul><li>A method for Internet users to share, organize, search and manage web resources </li></ul><ul><li>Objectives </li></ul><ul><li>gives users the opportunity to express differing perspectives on information and resources through informal organizational structure </li></ul><ul><li>Allows like-minded individuals to find one another and create new communities of users that continue to influence </li></ul><ul><li>Proliferate content </li></ul><ul><li>Positioning </li></ul>
    14. 14. How to Use Social Bookmarking <ul><li>Select the right sites </li></ul><ul><li>Target others who will see value in your website content </li></ul><ul><li>Pay attention to the ones that have higest rankings for best practices </li></ul><ul><li>Don’t spam – submit things with entertainment, worthy news or opinion, or some sort of draw </li></ul>
    15. 15. Content Sharing and Media Sharing <ul><li>Sharing Content with others </li></ul><ul><li>Runs the gamut from pictures of your birthday party to viral marketing videos </li></ul><ul><li>Objectives </li></ul><ul><ul><li>Viral brand building </li></ul></ul><ul><ul><li>Driving traffic to your website </li></ul></ul><ul><ul><li>Positioning </li></ul></ul>
    16. 16. Blog <ul><li>Contraction of the term “weblog” </li></ul><ul><li>Type of website </li></ul><ul><li>Includes entries with commentary, descriptions of events, graphics or video </li></ul><ul><li>For business, use like any other channel </li></ul><ul><li>Uses: </li></ul><ul><ul><li>Build Your Personal Brand </li></ul></ul><ul><ul><li>Position you and company as having expertise </li></ul></ul><ul><ul><li>Develop a web persona </li></ul></ul><ul><ul><li>Invite interaction </li></ul></ul>
    17. 20. RSS Fees <ul><li>The RSS, or Really Simple Syndication, used to publish frequently updated works—such as blog entries, news headlines, audio, video in a standardized format </li></ul><ul><li>Automates research and updating </li></ul><ul><li>Objectives </li></ul><ul><ul><li>Personal learning </li></ul></ul><ul><ul><li>Thought Leadership </li></ul></ul><ul><ul><li>Positioning </li></ul></ul>
    18. 22. Social Media Usage <ul><li>Twitter:  23 million unique visitors/day; </li></ul><ul><li>3 million tweets/day </li></ul><ul><li>YouTube:  85 million video views/day </li></ul><ul><li>Facebook:  300 million active users, 122 million visits/day </li></ul><ul><li>LinkedIn:  43 million members; 13 million daily avg visits </li></ul><ul><li>Blogs:  133 million currently indexed by Technorati. </li></ul>
    19. 23. Social Media - Objectives <ul><li>Awareness </li></ul><ul><li>Positioning </li></ul><ul><li>Multiplicity </li></ul><ul><li>Reinforcement </li></ul>
    20. 24. LinkedIn <ul><li>Over 47 million members around the world </li></ul><ul><ul><li>adds members at the rate of about 1 per second </li></ul></ul><ul><li>Over 50% have management / director / executive titles </li></ul><ul><li>Executives from all Fortune 500 companies are members. </li></ul><ul><li>Over 50% of LinkedIn members are business decision makers. </li></ul>Source: How to Make the Most of Your LinkedIn Presence, Mike Frichol on 10/06/2009 07:29
    21. 25. Twitter <ul><li>83% increase in monthly U.S. traffic on Twitter in April, 2009 </li></ul><ul><li>Unique visitors growing to 17 million from 9.3 million </li></ul><ul><li>Limit of 140 characters per ‘tweet’ </li></ul><ul><li>

 </li></ul>Source: Media metrics agency comScore
    22. 27. Mobile Apps - Geo-location based Branded Apps - Text messaging
    23. 28. Visit:
    24. 29. Show Me the $$... <ul><li>Figure out your Audience </li></ul><ul><li>Define Objectives </li></ul><ul><li>Determine Platform </li></ul><ul><li>Start small – Pilot </li></ul><ul><li>Define Metrics </li></ul><ul><li>Use Metrics </li></ul><ul><li>Refine </li></ul>
    25. 30. Getting Started <ul><li>Read Groundswell by Charlene Li and Josh Bernoff </li></ul><ul><li>Read the Tipping Point, Malcolm Gladwell </li></ul><ul><li>Start watching others </li></ul><ul><ul><li>From all market segments </li></ul></ul><ul><ul><li>From your own </li></ul></ul><ul><ul><li>Your clients </li></ul></ul><ul><li>Join Linked In and become a fan of some key companies </li></ul><ul><li>Define your strategy and presence </li></ul><ul><li>Use Google Alerts to follow yourself and others </li></ul>
    26. 31. Example: