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Social MediaA Starting Point Demystifying Social Media for your Business
Learning Objectives Definitions:  Social Media and Attraction Marketing Privacy?  Is there any on Social Media? Popular Tools: Twitter, LinkedIn, Facebook, YouTube, blogging 6Tips to use Social Media effectively  (and what not to do) © Copyright  2003-2009– Linked Into Business  -  All Rights Reserved 2 2 3/15/11 © LinkedIntoBusiness 2011
What is Social Media? A free tool: Providing user generated content 3 3/15/11 © LinkedIntoBusiness 2011
What is Social Media? A free tool: Providing user generated content Which widens your sphere of connections and influence  4 3/15/11 © LinkedIntoBusiness 2011
What is Social Media? A free tool: Providing user generated content Which widens your sphere of connections and influence  Allowing you to provide, share and receive information with a targeted audience 5 3/15/11 © LinkedIntoBusiness 2011
What is Social Media? A free tool: Providing user generated content Which widens your sphere of connections and influence  Allowing you to provide, share and receive information with a targeted audience….OR the world 6 3/15/11 © LinkedIntoBusiness 2011
What is Social Media? A free tool: Providing user generated content Which widens your sphere of connections and influence  Allowing you to provide, share and receive information with a targeted audience …..OR the world And allowing you to position  yourself or your company as experts (SME) 7 3/15/11 © LinkedIntoBusiness 2011
8 3/15/11 © LinkedIntoBusiness 2011
Attraction VS Push Marketing 3/15/11 © LinkedIntoBusiness 2011 9
User Generated = User Regulated (Social Media Safety) Attraction Marketing Demands: Transparency, Integrity, Authenticity 10 3/15/11 © LinkedIntoBusiness 2011
User Generated = User Regulated (Social Media Safety) Attraction Marketing Demands: Transparency, Integrity, Authenticity Immediacy 11 3/15/11 © LinkedIntoBusiness 2011
User Generated = User Regulated (Social Media Safety) Attraction Marketing Demands: Transparency, Integrity, Authenticity Immediacy Commitment 12 3/15/11 © LinkedIntoBusiness 2011
User Generated = User Regulated (Social Media Safety) Attraction Marketing Demands: Transparency, Integrity, Authenticity Immediacy Commitment Relationships 13 3/15/11 © LinkedIntoBusiness 2011
Key Factors of the Social MediaMovement Desire for connection 14 3/15/11 © LinkedIntoBusiness 2011
Key Factors of the Social MediaMovement Desire for connection Need to be heard 15 3/15/11 © LinkedIntoBusiness 2011
Key Factors of the Social MediaMovement Desire for connection Need to be heard Quest for authenticity 16 3/15/11 © LinkedIntoBusiness 2011
Key Factors of the Social MediaMovement Desire for connection Need to be heard Quest for authenticity Ease of use & low barriers to entry (Free! ) 17 3/15/11 © LinkedIntoBusiness 2011
Key Factors of the Social MediaMovement Desire for connection Need to be heard Quest for authenticity Ease of use & low barriers to entry (Free! ) Unprecedented access to information 18 3/15/11 © LinkedIntoBusiness 2011
Key Factors of the Social MediaMovement Desire for connection Need to be heard Quest for authenticity Ease of use & low barriers to entry (Free! ) Unprecedented access to information Ground Leveling Marketing potential  19 3/15/11 © LinkedIntoBusiness 2011
Some Social Media Stats Social Media Industry Marketing Report: www.socialmediaexaminer.com 65% of business are now using social media 56% are using social media for 6 hours or more each week, and nearly one in three invest 11 or more hours weekly. 3/15/11 © LinkedIntoBusiness 2011
SME Findings: 85% use social media to generate  63% use SM to increasing traffic 56% use SM to build new business partnerships  Twitter, Facebook, LinkedIn and blogs were the top four social media tools used by marketers A significant 81% of marketers plan on increasing their use of blogs Only 14% of businesses are outsourcing any aspect of their social media marketing Average age?  39 55% are women 3/15/11 © LinkedIntoBusiness 2011 21
Still not Convinced? The ROI of Social Media 3/15/11 22
Today we’ll look at: 23 3/15/11 © LinkedIntoBusiness 2011
3/15/11 © LinkedIntoBusiness 2011 24
Annual Income $0-30K       17% $30-60K 	25% $60-100K	28% $100K +	30% Age 3-17    18% 18-34  45% 35-49  24% 50+     14% Monthly Visits 358,190,621 Users 201,412,281 Gender Male      45% Female  55% 100% of Fortune 500 Companies Have Twitter Presence  Education No College   49% College        38% Grad School 13% 3/15/11 © LinkedIntoBusiness 2011 25
What is Twitter? 140 character micro-blog Updater that is viewable in a lot more places A giant chat room where you choose who you follow, and who follows you Instant Messaging that is public, archived and searchable 3/15/11 26 © LinkedIntoBusiness 2011
Who Cares? The “Water-Cooler” of the 21st Century 3/15/11 © LinkedIntoBusiness 2011 27
Engage with Your Community It’s a conversation: What are people in your industry talking about? Get into the conversation with potential clients Showcase your expertise  Create new relationships (and advocates) March 15, 2011 viveka@alwaysextraordinary.com @linkedinexpert 28 3/15/11 © LinkedIntoBusiness 2011 28
Twilert.com Twilert keeps track of  all tweets that mention  the things you are  Interested in : Your Industry Your Company Name Your Name Your Product or Service 29 29 3/15/11 © LinkedIntoBusiness 2011
Twitter Tips: Connect 	Twitter is a place to learn, listen and then connect with people who can offer you work or advice. 3/15/11 © LinkedIntoBusiness 2011 30
Twitter Tips: Goals 	Be clear on what you have to offer, then be clear on your goals for using Twitter.  This will keep you from wasting time! 3/15/11 © LinkedIntoBusiness 2011 31
Twitter Tips: Follow Influences 	Find out who the influences are in your industry and see if they are on Twitter.  If they are, follow them. 3/15/11 © LinkedIntoBusiness 2011 32
Twitter Tips: Follow Locals Use Twitter.Grader.com and LocaFollow.com to find and follow the local Influencers in your State (or your target States) 3/15/11 © LinkedIntoBusiness 2011 33
Twitter Tips: Common Sense Don’t Tweet anything that you would not want to see on the front page of a newspaper or wildly famous website. Don’t tweet anything you wouldn’t want your Grandmother or Granddaughter to see 3/15/11 © LinkedIntoBusiness 2011 34
3/15/11 © LinkedIntoBusiness 2011 35
Facebook Stats Over 600 million active personal profiles  Over 100 million business pages  Users spend an average of 700 billion minutes a month on Facebook (More people visit Facebook than Google!) 3/15/11 © LinkedIntoBusiness 2011 36
Your Clients? Some FACTS you need to know: Facebook’s 35-54 year old demographic segment increased 276.4% in the past 6 months 55+ age group showed a growth rate of 194.3% Millennials use Facebook more than Email… -- iStrategic Labs Statistical Report 3/15/11 © LinkedIntoBusiness 2011 37
Can Facebook Help with Marketing? BENEFITS: Branding and Top of Mind Awareness (TOMA) “Real Time” engagement with clients, employees, partners List research and building “Like” website integration Event / Product Promotion Expanded Reach 3/15/11 © LinkedIntoBusiness 2011 38
Engagement:Conversations – It’s a two-way street Share valuable, useful, helpful content Comment and “Like” often (do unto others and the “Top News”) Promote others Share of yourself (Personal VS Private) 3/15/11 © LinkedIntoBusiness 2011 39
Promote Industry information feed (Blog/Notes) Video and Photos Share your products and services Contests Testimonials Good News Remember the 80/20 rule! 3/15/11 © LinkedIntoBusiness 2011 40
Your Concerns Addressed 3/15/11 © LinkedIntoBusiness 2011 41
How Secure is Facebook? 3/15/11 © LinkedIntoBusiness 2011 42
Who Has Access to My Profile? 3/15/11 © LinkedIntoBusiness 2011 43
3/15/11 © LinkedIntoBusiness 2011 44
45 What is LinkedIn®? ,[object Object]
A new member joins LinkedIn approximately every second, half are outside the U.S.
Executives from all Fortune 500 companies are LinkedIn members.45 © Copyright  2003-2009– Linked Into Business  -  All Rights Reserved 3/15/11 © LinkedIntoBusiness 2011
LinkedIn Users ,[object Object]
Average Age – 41 yrs.
47% are “Decision-makers”
Average income – 109K46 3/15/11 © LinkedIntoBusiness 2011 46
How does LinkedIn work? ,[object Object]
Has an unparalleled search engine (fields)47 © Copyright  2003-2009– Linked Into Business  -  All Rights Reserved 47 3/15/11 © LinkedIntoBusiness 2011
You are a record in the database The records are connected The connections form a network you can use 3/15/11 © LinkedIntoBusiness 2011 48
How do I use LinkedIn Best? ,[object Object]
Share your knowledge (groups and answers)
Search for employees
Research clients
Research competitors
Create strategic partnerships3/15/11 © LinkedIntoBusiness 2011 49
Some Specific Actions to Take Know your brand – know your keywords Why You? (Expertise, Industry, Niche?) Connect to people you know and some LIONs Create Your Profile in a Word Document 50 WHY?  The clearer you are on your brand, the better you represent yourself, the more employers you will attract 3/15/11 © LinkedIntoBusiness 2011
Optimizing your Profile 51 My keywords –  ,[object Object]
Job Title
Offers

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How to use Social Media as an Employer

  • 1. Social MediaA Starting Point Demystifying Social Media for your Business
  • 2. Learning Objectives Definitions: Social Media and Attraction Marketing Privacy? Is there any on Social Media? Popular Tools: Twitter, LinkedIn, Facebook, YouTube, blogging 6Tips to use Social Media effectively (and what not to do) © Copyright 2003-2009– Linked Into Business - All Rights Reserved 2 2 3/15/11 © LinkedIntoBusiness 2011
  • 3. What is Social Media? A free tool: Providing user generated content 3 3/15/11 © LinkedIntoBusiness 2011
  • 4. What is Social Media? A free tool: Providing user generated content Which widens your sphere of connections and influence 4 3/15/11 © LinkedIntoBusiness 2011
  • 5. What is Social Media? A free tool: Providing user generated content Which widens your sphere of connections and influence Allowing you to provide, share and receive information with a targeted audience 5 3/15/11 © LinkedIntoBusiness 2011
  • 6. What is Social Media? A free tool: Providing user generated content Which widens your sphere of connections and influence Allowing you to provide, share and receive information with a targeted audience….OR the world 6 3/15/11 © LinkedIntoBusiness 2011
  • 7. What is Social Media? A free tool: Providing user generated content Which widens your sphere of connections and influence Allowing you to provide, share and receive information with a targeted audience …..OR the world And allowing you to position yourself or your company as experts (SME) 7 3/15/11 © LinkedIntoBusiness 2011
  • 8. 8 3/15/11 © LinkedIntoBusiness 2011
  • 9. Attraction VS Push Marketing 3/15/11 © LinkedIntoBusiness 2011 9
  • 10. User Generated = User Regulated (Social Media Safety) Attraction Marketing Demands: Transparency, Integrity, Authenticity 10 3/15/11 © LinkedIntoBusiness 2011
  • 11. User Generated = User Regulated (Social Media Safety) Attraction Marketing Demands: Transparency, Integrity, Authenticity Immediacy 11 3/15/11 © LinkedIntoBusiness 2011
  • 12. User Generated = User Regulated (Social Media Safety) Attraction Marketing Demands: Transparency, Integrity, Authenticity Immediacy Commitment 12 3/15/11 © LinkedIntoBusiness 2011
  • 13. User Generated = User Regulated (Social Media Safety) Attraction Marketing Demands: Transparency, Integrity, Authenticity Immediacy Commitment Relationships 13 3/15/11 © LinkedIntoBusiness 2011
  • 14. Key Factors of the Social MediaMovement Desire for connection 14 3/15/11 © LinkedIntoBusiness 2011
  • 15. Key Factors of the Social MediaMovement Desire for connection Need to be heard 15 3/15/11 © LinkedIntoBusiness 2011
  • 16. Key Factors of the Social MediaMovement Desire for connection Need to be heard Quest for authenticity 16 3/15/11 © LinkedIntoBusiness 2011
  • 17. Key Factors of the Social MediaMovement Desire for connection Need to be heard Quest for authenticity Ease of use & low barriers to entry (Free! ) 17 3/15/11 © LinkedIntoBusiness 2011
  • 18. Key Factors of the Social MediaMovement Desire for connection Need to be heard Quest for authenticity Ease of use & low barriers to entry (Free! ) Unprecedented access to information 18 3/15/11 © LinkedIntoBusiness 2011
  • 19. Key Factors of the Social MediaMovement Desire for connection Need to be heard Quest for authenticity Ease of use & low barriers to entry (Free! ) Unprecedented access to information Ground Leveling Marketing potential 19 3/15/11 © LinkedIntoBusiness 2011
  • 20. Some Social Media Stats Social Media Industry Marketing Report: www.socialmediaexaminer.com 65% of business are now using social media 56% are using social media for 6 hours or more each week, and nearly one in three invest 11 or more hours weekly. 3/15/11 © LinkedIntoBusiness 2011
  • 21. SME Findings: 85% use social media to generate 63% use SM to increasing traffic 56% use SM to build new business partnerships Twitter, Facebook, LinkedIn and blogs were the top four social media tools used by marketers A significant 81% of marketers plan on increasing their use of blogs Only 14% of businesses are outsourcing any aspect of their social media marketing Average age? 39 55% are women 3/15/11 © LinkedIntoBusiness 2011 21
  • 22. Still not Convinced? The ROI of Social Media 3/15/11 22
  • 23. Today we’ll look at: 23 3/15/11 © LinkedIntoBusiness 2011
  • 25. Annual Income $0-30K 17% $30-60K 25% $60-100K 28% $100K + 30% Age 3-17 18% 18-34 45% 35-49 24% 50+ 14% Monthly Visits 358,190,621 Users 201,412,281 Gender Male 45% Female 55% 100% of Fortune 500 Companies Have Twitter Presence Education No College 49% College 38% Grad School 13% 3/15/11 © LinkedIntoBusiness 2011 25
  • 26. What is Twitter? 140 character micro-blog Updater that is viewable in a lot more places A giant chat room where you choose who you follow, and who follows you Instant Messaging that is public, archived and searchable 3/15/11 26 © LinkedIntoBusiness 2011
  • 27. Who Cares? The “Water-Cooler” of the 21st Century 3/15/11 © LinkedIntoBusiness 2011 27
  • 28. Engage with Your Community It’s a conversation: What are people in your industry talking about? Get into the conversation with potential clients Showcase your expertise Create new relationships (and advocates) March 15, 2011 viveka@alwaysextraordinary.com @linkedinexpert 28 3/15/11 © LinkedIntoBusiness 2011 28
  • 29. Twilert.com Twilert keeps track of all tweets that mention the things you are Interested in : Your Industry Your Company Name Your Name Your Product or Service 29 29 3/15/11 © LinkedIntoBusiness 2011
  • 30. Twitter Tips: Connect Twitter is a place to learn, listen and then connect with people who can offer you work or advice. 3/15/11 © LinkedIntoBusiness 2011 30
  • 31. Twitter Tips: Goals Be clear on what you have to offer, then be clear on your goals for using Twitter. This will keep you from wasting time! 3/15/11 © LinkedIntoBusiness 2011 31
  • 32. Twitter Tips: Follow Influences Find out who the influences are in your industry and see if they are on Twitter. If they are, follow them. 3/15/11 © LinkedIntoBusiness 2011 32
  • 33. Twitter Tips: Follow Locals Use Twitter.Grader.com and LocaFollow.com to find and follow the local Influencers in your State (or your target States) 3/15/11 © LinkedIntoBusiness 2011 33
  • 34. Twitter Tips: Common Sense Don’t Tweet anything that you would not want to see on the front page of a newspaper or wildly famous website. Don’t tweet anything you wouldn’t want your Grandmother or Granddaughter to see 3/15/11 © LinkedIntoBusiness 2011 34
  • 36. Facebook Stats Over 600 million active personal profiles Over 100 million business pages Users spend an average of 700 billion minutes a month on Facebook (More people visit Facebook than Google!) 3/15/11 © LinkedIntoBusiness 2011 36
  • 37. Your Clients? Some FACTS you need to know: Facebook’s 35-54 year old demographic segment increased 276.4% in the past 6 months 55+ age group showed a growth rate of 194.3% Millennials use Facebook more than Email… -- iStrategic Labs Statistical Report 3/15/11 © LinkedIntoBusiness 2011 37
  • 38. Can Facebook Help with Marketing? BENEFITS: Branding and Top of Mind Awareness (TOMA) “Real Time” engagement with clients, employees, partners List research and building “Like” website integration Event / Product Promotion Expanded Reach 3/15/11 © LinkedIntoBusiness 2011 38
  • 39. Engagement:Conversations – It’s a two-way street Share valuable, useful, helpful content Comment and “Like” often (do unto others and the “Top News”) Promote others Share of yourself (Personal VS Private) 3/15/11 © LinkedIntoBusiness 2011 39
  • 40. Promote Industry information feed (Blog/Notes) Video and Photos Share your products and services Contests Testimonials Good News Remember the 80/20 rule! 3/15/11 © LinkedIntoBusiness 2011 40
  • 41. Your Concerns Addressed 3/15/11 © LinkedIntoBusiness 2011 41
  • 42. How Secure is Facebook? 3/15/11 © LinkedIntoBusiness 2011 42
  • 43. Who Has Access to My Profile? 3/15/11 © LinkedIntoBusiness 2011 43
  • 45.
  • 46. A new member joins LinkedIn approximately every second, half are outside the U.S.
  • 47. Executives from all Fortune 500 companies are LinkedIn members.45 © Copyright 2003-2009– Linked Into Business - All Rights Reserved 3/15/11 © LinkedIntoBusiness 2011
  • 48.
  • 49. Average Age – 41 yrs.
  • 51. Average income – 109K46 3/15/11 © LinkedIntoBusiness 2011 46
  • 52.
  • 53. Has an unparalleled search engine (fields)47 © Copyright 2003-2009– Linked Into Business - All Rights Reserved 47 3/15/11 © LinkedIntoBusiness 2011
  • 54. You are a record in the database The records are connected The connections form a network you can use 3/15/11 © LinkedIntoBusiness 2011 48
  • 55.
  • 56. Share your knowledge (groups and answers)
  • 60. Create strategic partnerships3/15/11 © LinkedIntoBusiness 2011 49
  • 61. Some Specific Actions to Take Know your brand – know your keywords Why You? (Expertise, Industry, Niche?) Connect to people you know and some LIONs Create Your Profile in a Word Document 50 WHY? The clearer you are on your brand, the better you represent yourself, the more employers you will attract 3/15/11 © LinkedIntoBusiness 2011
  • 62.
  • 66. Ideal ClientWHY? Get found to get hired. 3/15/11 © LinkedIntoBusiness 2011
  • 67. Building Relationships Use “Advanced Search” for Strategic Connecting LinkedIn’s Connection Tools Join Groups (and reverse engineering) TopLinked.com (Open Networkers Only) 52 WHY? You’re only as visible as the size of your network 3/15/11 © LinkedIntoBusiness 2011
  • 68. 53 “Old Fashioned” Etiquette Be Courteous Be Relevant Be Responsive Email Pick up the phone Help someone out! WHY? Because it’s still a SOCIAL network 53 3/15/11 © LinkedIntoBusiness 2011
  • 69. 54 3/15/11 © LinkedIntoBusiness 2011
  • 70. YouTube 3/15/11 © LinkedIntoBusiness 2011 55
  • 71. How can you best use video? Make your title count Provide excellent content Include your URL in your video and in your description Take advantage of video’s branding opportunities (See local Rob Smith with RobAdvertising for more) A great video on – using video 56 3/15/11 © LinkedIntoBusiness 2011
  • 73. An inexpensive way of creating a website Increase your SEO Do away with Content Management charges Share dynamic and valuable information Increase click thru and grow lists Higher Google ratings (get found!) 58 3/15/11 © LinkedIntoBusiness 2011
  • 74. 59 EASY: Posterous.com 3/15/11 © LinkedIntoBusiness 2011
  • 75. 60 Best, but Trickier: Wordpress 3/15/11 © LinkedIntoBusiness 2011
  • 76. 61 3/15/11 © LinkedIntoBusiness 2011
  • 77. Do a little bit everyday to stay in touch (can be 15 mins) Keep everyone you know in the loop (email and SM) Don’t count anyone out as unuseful&be open to new contacts (You don’t know who you don’t know who might be your next client.) Engage your employees Have a Social Media Policy Have a Social Media “Style Sheet” 62 3/15/11 © LinkedIntoBusiness 2011
  • 78. Some Resources for You Copy of this presentation: http://slidesha.re/LCWCsocialmedia (Password: LCWC2011) Free LinkedIn for B2B eBook: http://slidesha.re/b2bebook Excellent Websites for more Social Media: http://LinkedIntoBusiness.com http://Mashable.com http://SocialMediaExaminer.com http://blog.hubspot.com/ 3/15/11 © LinkedIntoBusiness 2011 63
  • 79. Contact Me Please feel free to invite me to connect: Viveka@LinkedIntoBusiness.com www.linkedin.com/in/linkedinexpert Tweet me @LinkedInExpert Call me at: (970) 481-8916 Facebook me at: www.facebook.com/viveka.vonrosen Check out my website: http://LinkedintoBusiness.com 64 3/15/11 © LinkedIntoBusiness 2011

Editor's Notes

  1. Social Media is online user generated communication and content which can widen your sphere of connections and influence. Social Media is a FREE TOOL with which you can share your companies’ information with a targeted audience OR the world.
  2. Social Media is online user generated communication and content which can widen your sphere of connections and influence. Social Media is a FREE TOOL with which you can share your companies’ information with a targeted audience OR the world.
  3. Social Media is online user generated communication and content which can widen your sphere of connections and influence. Social Media is a FREE TOOL with which you can share your companies’ information with a targeted audience OR the world.
  4. Social Media is online user generated communication and content which can widen your sphere of connections and influence. Social Media is a FREE TOOL with which you can share your companies’ information with a targeted audience OR the world.
  5. Social Media is online user generated communication and content which can widen your sphere of connections and influence. Social Media is a FREE TOOL with which you can share your companies’ information with a targeted audience OR the world.
  6. Key Factors Driving Social Media Movement• Desire to connect with one another• Emotional need to be heard• Quest for authenticity• Ease of use & low barriers to entryFree! Engage in communication without expenseIt’s social but it’s not in person – great for the introvertProblem solved by one person is now solved for thousandsAccess to INFO Commerce potential
  7. Key Factors Driving Social Media Movement• Desire to connect with one another• Emotional need to be heard• Quest for authenticity• Ease of use & low barriers to entryFree! Engage in communication without expenseIt’s social but it’s not in person – great for the introvertProblem solved by one person is now solved for thousandsAccess to INFO Commerce potential
  8. Key Factors Driving Social Media Movement• Desire to connect with one another• Emotional need to be heard• Quest for authenticity• Ease of use & low barriers to entryFree! Engage in communication without expenseIt’s social but it’s not in person – great for the introvertProblem solved by one person is now solved for thousandsAccess to INFO Commerce potential
  9. Key Factors Driving Social Media Movement• Desire to connect with one another• Emotional need to be heard• Quest for authenticity• Ease of use & low barriers to entryFree! Engage in communication without expenseIt’s social but it’s not in person – great for the introvertProblem solved by one person is now solved for thousandsAccess to INFO Commerce potential
  10. Key Factors Driving Social Media Movement• Desire to connect with one another• Emotional need to be heard• Quest for authenticity• Ease of use & low barriers to entryFree! Engage in communication without expenseIt’s social but it’s not in person – great for the introvertProblem solved by one person is now solved for thousandsAccess to INFO Commerce potential
  11. Key Factors Driving Social Media Movement• Desire to connect with one another• Emotional need to be heard• Quest for authenticity• Ease of use & low barriers to entryFree! Engage in communication without expenseIt’s social but it’s not in person – great for the introvertProblem solved by one person is now solved for thousandsAccess to INFO Commerce potential
  12. Creating these together is what makes this a social network.There are different types of social networksTell us why you are out here on the site and what you are looking for.The rules vary from site to site as well.________________Put Business Cards into boxes
  13. Creating these together is what makes this a social network.There are different types of social networksTell us why you are out here on the site and what you are looking for.The rules vary from site to site as well.________________Put Business Cards into boxes
  14. Optimize Your HeaderFor Google optimization you might choose to find a keyword phrase to use as your Last Name. Caveat: It means LinkedIn can’t find you.Optimize Your ContentOptimize your Updates
  15. Get to know your potential clients better, start a conversation with them, find out what they want then deliver it
  16. Get to know your potential clients better, start a conversation with them, find out what they want then deliver it