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Building Your Consulting Business With Social Media Buzz


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Going solo doesn't have to be lonely. Learn to connect online and blog, link or tweet your way to new clients, increased self-promotion and profitable partnerships. Find out how independent practitioners are creating visibility for their expertise, their growing practice and client brands. Kami Watson Huyse, APR (@kamichat) and Kellye Crane (@kellyecrane) share techniques and strategies on how to make social media work for you. You will learn:
• How Twitter and other social media platforms are being used to promote consulting services.
• How other independent practitioners use social media to amplify their client offerings.
• The most effective uses and content suggestions.
• How to successfully integrate social media with your business offerings.

Published in: Business, Technology
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Building Your Consulting Business With Social Media Buzz

  1. 1. Building Your Consulting Business with Social Media Buzz Kami Watson Huyse, APR Kellye Crane
  2. 2. The More Things Change…
  3. 3. The More They Stay the Same
  4. 4. The SOCIAL in Social Media
  5. 7. <ul><li>“ You can’t take something off of the Internet. That’s like trying to take pee out of a swimming pool.” </li></ul><ul><li>Joe Ragan, Newsradio </li></ul><ul><li>As quoted in “Groundswell” by Charlene Li and Josh Bernoff </li></ul>
  6. 9. Image by Brian Solis,, Flickr Is this scary?
  7. 10. Not the answer
  8. 11. <ul><li>Social Media Benefits: </li></ul><ul><li>Build relationships </li></ul><ul><ul><li>Support network </li></ul></ul><ul><ul><li>Lead generation </li></ul></ul><ul><li>Advance skill set </li></ul><ul><ul><li>Unparalleled learning opportunities </li></ul></ul><ul><li>Raise visibility </li></ul><ul><ul><li>Increased awareness of you and your services </li></ul></ul><ul><li>Demonstrate expertise </li></ul><ul><ul><li>Opportunities to show thought leadership </li></ul></ul>
  9. 12. Going Public <ul><li>Come out from behind the curtain </li></ul><ul><li>Find your voice/ niche/point of view </li></ul>
  10. 14. The SWARM Encouraging Buzz B uild E avesdrop E cho S ocialize
  11. 16. Google Profile <ul><li> </li></ul>
  12. 19. LinkedIn <ul><li>Online resume </li></ul><ul><li>Connections </li></ul><ul><li>Recommendations </li></ul><ul><li>Vanity URL </li></ul><ul><li>Status updates </li></ul><ul><li>Applications </li></ul><ul><li>Groups </li></ul><ul><li>Q&A </li></ul>
  13. 20. Twitter
  14. 21. Who to follow? <ul><li>Search other networks (Gmail, Yahoo, AOL) </li></ul><ul><li>Find someone with similar interests and see who they follow </li></ul><ul><li>Tools like, </li></ul><ul><li>“ Return follow” someone who follows you (with caveat) </li></ul><ul><li>@skydiver, @kamichat, @KellyeCrane  </li></ul>
  15. 22. What to Say? <ul><li>Share links </li></ul><ul><li>Amplify others </li></ul><ul><li>Give tips </li></ul><ul><li>Be a resource </li></ul><ul><li>Show expertise </li></ul>
  16. 23. Facebook
  17. 24. Additional Outposts <ul><li> </li></ul><ul><li> </li></ul><ul><li>Video sharing (YouTube, Vimeo, etc.) </li></ul><ul><li> </li></ul>
  18. 25.
  19. 26. Blog Commenting <ul><li>Get on the radar of key influencers </li></ul><ul><li>Showcase critical thinking abilities </li></ul><ul><li>Use RSS to keep track of blog updates for comment </li></ul><ul><ul><li>Email, Google Reader, NewsGator, Bloglines, etc. </li></ul></ul><ul><ul><li>Resources: RSS in Plain English Google Reader for Beginners </li></ul></ul>
  20. 27. To blog or not to blog? <ul><li>Intermediate steps </li></ul><ul><ul><li>Guest Post </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li>Facebook Notes </li></ul></ul><ul><ul><li>Twitter </li></ul></ul>
  21. 28. Content: Editorial Mission Photo by Dai, Flickr
  22. 29. Blog Editorial Mission <ul><li>Communication Overtones is dedicated to finding and sharing the best communication strategies and tactics to connect and build relationships with stakeholders - both online and off - because great communication is the high note, or overtone, to a great company </li></ul>
  23. 30. Blog Content <ul><li>Target your passions </li></ul><ul><li>Re-purpose content already created </li></ul><ul><li>Get inspired by others </li></ul>
  24. 31. Build a Blog Website
  25. 32. Blogging Mechanics <ul><li>Platform </li></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><li>Ready-made themes available </li></ul><ul><ul><li>Free: </li></ul></ul><ul><ul><li>Paid: </li></ul></ul><ul><ul><li>Many more (Google “Wordpress theme gallery”) </li></ul></ul>
  26. 34. Finding Time
  27. 36. Benefits of Social Networking <ul><li>New influentials </li></ul><ul><li>Feedback loop </li></ul><ul><li>Earned media </li></ul><ul><li>Google friendly </li></ul><ul><li>Launching point </li></ul>
  28. 37. Shared vs. Broadcast 1450 1906 1876 1928 1991
  29. 39. 10 Opportunity Costs <ul><li>Competitive disadvantage </li></ul><ul><li>Rumors and innuendo </li></ul><ul><li>No crisis platform </li></ul><ul><li>Employees talk </li></ul><ul><li>Opportunities missed </li></ul><ul><li>Silence equals guilt </li></ul><ul><li>Lost search benefit </li></ul><ul><li>Defined by others </li></ul><ul><li>No early warning </li></ul><ul><li>No direct channel </li></ul>
  30. 41. <ul><li>“ This Target ad is senselessly subversive on so many levels that it begs pointing out this article in the U.K. Telegraph headlined, Girls Being Brainwashed to Be Promiscuous featuring Carol Platt Liebau’s new book about how our sex-obsessed culture damages girls.” </li></ul><ul><li>Amy Jussel, Founder Executive Director, Shaping Youth </li></ul>
  31. 42. Off Target <ul><li>Target’s e-mail response: </li></ul><ul><li>“ Unfortunately we are unable to respond to your inquiry because Target does not participate with nontraditional media outlets. This practice is in place to allow us to focus on publications that reach our core guest.” </li></ul>
  32. 44. Off Target <ul><li>Target’s response to the New York Times: </li></ul>“ We do not work with bloggers currently,” said a company spokeswoman, Amy von Walter, who agreed to speak with this traditional media outlet. “But we have made exceptions,” Ms. von Walter said. “And we are reviewing the policy and may adjust it.”
  33. 45. Feedback Loop
  34. 46. The Connected Corporation From “The 5 Competencies of the Connected Corporation,” Communication Overtones,
  35. 47. 5Ws: Define Your Stakeholder
  36. 48. The Social Technographics ™ Ladder Groups include people participating in at least one of the activities monthly. © Forrester Research Inc. Creators Critics Collectors Joiners Spectators Inactives Publish a blog Publish your own Web pages Upload video you created Upload audio/music you created Write articles or stories and post them Post ratings/reviews of products/services Comment on someone else’s blog Contribute to online forums Contribute to/edit articles in a wiki Use RSS feeds Add “tags” to Web pages or photos “ Vote” for Web sites online Maintain profile on a social networking site Visit social networking sites Read blogs Watch video from other users Listen to podcasts Read online forums Read customer ratings/reviews None of the above Creators Critics Collectors Joiners Spectators
  37. 51. Measureable Objectives From Communication Overtones, Triad of Measurement,
  38. 53. Objectives <ul><li>Launch of roller coaster/water ride, Journey to Atlantis </li></ul><ul><li>Build relationships with the online coaster community </li></ul><ul><li>Build awareness for the early opening of Journey to Atlantis </li></ul><ul><li>Drive visitation to SeaWorld San Antonio by pass holders to try Journey to Atlantis </li></ul>
  39. 54. JTA Strategies <ul><li>Provide information </li></ul><ul><li>Make assets available to coaster enthusiasts </li></ul><ul><li>Build long-term relationships with coaster enthusiast influentials </li></ul>
  40. 55. JTA Tactics <ul><li>Launch a purpose-built, multi-media web site to highlight the coaster </li></ul><ul><li>Outreach through Flickr, YouTube and Veoh to provide assets to coaster enthusiasts </li></ul><ul><li>Build relationships with a short list of coaster enthusiasts with influential web sites, blogs, podcasts and videocasts </li></ul><ul><li>Invite the American Coaster Enthusiasts to be VIP partners in opening the ride </li></ul>
  41. 56. JTA Results: Interest <ul><li>The Website received 78,264 visits and 170,644 page views from May through August 2007. </li></ul><ul><li>The YouTube videos have received 165,335 to date with the favorite being the virtual ride video with 74,748 views to date. </li></ul><ul><li>  Flickr photos have been viewed 102,101 times to date. </li></ul><ul><li>Of the initial 22 sites identified, 12 covered the ride, including, which was a high-value since its reach was target audience Theme Park Insider . </li></ul><ul><li>The campaign received 50 links from unique Web sites, 30 of which were from coaster enthusiast sites. </li></ul>
  42. 57. JTA Results: Attitudes <ul><li>The coverage was largely positive in tone, with some expected negativity about ride intensity </li></ul><ul><li>The American Coaster Enthusiasts group brought 30 of its members to ride Journey to Atlantis on media day. </li></ul><ul><li>These riders later left positive comments on YouTube videos </li></ul><ul><li>ACE invited SeaWorld San Antonio to attend its annual meeting in 2008 </li></ul><ul><li>Robert Niles, Theme Park Insider </li></ul>
  43. 58. JTA Results: Actions <ul><li>In guest exit surveys, more said they were made aware of the new coaster from the Internet than from television. </li></ul><ul><li>With a budget of $44,000, the overall cost per impression for the social media campaign was $0.22 versus $1.00 for television. </li></ul><ul><li>Using the survey to determine who came to ride Journey to Atlantis and also heard about it on the Internet, it was estimated that the visitors who were impacted by the project represented over $2.6 million in revenue. </li></ul>Link to Full Case Study:
  44. 59. A Word About Ethics <ul><li>Astroturfing </li></ul><ul><li>Misrepresentation </li></ul><ul><li>Intellectual Property </li></ul><ul><li>Pay-per-Post </li></ul><ul><li>Sponsored posts </li></ul>
  45. 60. Tools
  46. 61. Video
  47. 62. Analytics
  48. 63. Survey Sentiment
  49. 64. Facebook Tools
  50. 65. Social Media News Room (SMNR)
  51. 66. SMNR Tool
  52. 67. SMNR Tool
  53. 68. Monitoring
  54. 69. Blogger|Media Relations
  55. 70. Blogger|Media Relations
  56. 71. Blogger|Media Relations
  57. 72. Blogger|Media Relations
  58. 73. Blogger|Media Relations
  59. 74. More Measurement Tools <ul><li>Google Blog Search (Poor man’s clipping service) </li></ul><ul><li>Twitter Search (related discussions) </li></ul><ul><li>Technorati (number of links, “authority”) </li></ul><ul><li>Google Analytics (site statistics) </li></ul><ul><li>TubeMogul (video views on all platforms) </li></ul><ul><li>Facebook Insights (automatic on business pages) </li></ul><ul><li>Feedburner (subscribers) </li></ul><ul><li>Compete , Alexa (traffic) </li></ul><ul><li>Quantcast (demographics) </li></ul>
  60. 75. Client Community Tools <ul><li>Ning </li></ul><ul><li>FriendFeed </li></ul><ul><li>Twibes </li></ul><ul><li>Facebook Pages </li></ul><ul><li>Yammer </li></ul><ul><li>LinkedIn Groups </li></ul>
  61. 76. Suggested Reading <ul><ul><li>Naked Conversations , Robert Scoble and Shel Israel </li></ul></ul><ul><ul><li>The New Rules of Marketing and PR , David Meerman Scott </li></ul></ul><ul><ul><li>Now is Gone , Geoff Livingston </li></ul></ul><ul><ul><li>Measuring Public Relationships: The Data-Driven Communicators Guide to Success , KD Paine (purchase at ) </li></ul></ul><ul><ul><li>Personality Not Included: Why Companies Lose Their Authenticity and How Great Brands Get it Back , Rohit Bhargava </li></ul></ul><ul><ul><li>Groundswell , Charlene Li and Josh Bernoff </li></ul></ul>
  62. 77. <ul><li>Kami Watson Huyse, APR </li></ul><ul><li>Phone: (713) 568-5750 </li></ul><ul><li>E-mail: [email_address] </li></ul><ul><li>Twitter: kamichat </li></ul><ul><li>Blog: Communication Overtones </li></ul><ul><li>Web site: </li></ul>Kellye Crane Phone: (404) 892-6020 E-mail: [email_address] Twitter: KellyeCrane Blog: Solo PR Pro Web site: