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Jci social-media


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Jci social-media

  1. 1. Getting Business From Social Media Ian Brodie - JCI Manchester - 15 September 2010
  2. 2. Agenda Different Types of Social Media Key Principles for Getting Clients Twitter Linkedin
  3. 3. Types of Social Media
  4. 4. Social Media are media which allow and encourage user interaction and user generated content ...and for users to comment, share and interact with each others content
  5. 5. “…infinite  monkeys  now  inpu1ng  away  on  the  Internet…”                                                                                                                                            Andrew  Keen,  The  Cult  of  the  Amateur 5
  6. 6. Six Types of Social Media: Blogs 6
  7. 7. The original social media “Power to the people” websites Allow comments and discussions, polls, forums, Some Blogs Are Actually video, podcasts Quite Good! Still the most effective way for most businesses and individuals to win business via the web 7
  8. 8. Six Types of Social Media: Social Bookmarking Highlighting interesting websites and content to others Can drive viral traffic to a website - if topic is in right field and is “promoted” 8
  9. 9. Ian Brodie Social  Media 9
  10. 10. Six Types of Social Media: Media Sharing Makes it easier for your content to be found Videos can go viral (but rarely commercial ones) Thought leadership in document sharing sites sometimes easier to find via search engines Links back to home site for SEO 10
  11. 11. Six Types of Social Media: Wikis Authoritative sources of information If you can pull it off - can establish the originator as an authority in their field 11
  12. 12. Six Types of Social Media: Embedded Social Media Social media used to enhance traditional sites Votes, reviews, polls, comments, etc. 12
  13. 13. Ian Brodie Social  Media 13
  14. 14. Six Types of Social Media: Social Networking 500m users 130m users Others: Bebo – 117m users ?? Orkut – 100m users 75m users AdultFriendFinder – 20m users Ning – 300,000 active sites 75m users Source, Wikipedia September 2010 14
  15. 15. Key Principles for Getting Clients with Social Networking
  16. 16. Social Networking can be used in two distinct phases of business development Meeting new people Building relationships (Lead generation) (Lead nurturing) 16
  17. 17. The Principles of Networking for Business = x Network Size Conversion • Number of contacts • “Quality” and relevance of contacts • Depth of relationship 17
  18. 18. Online Social Networks can Overcome some of the Restrictions of Face-to-Face Networks Online Networks: Make connections visible Allow you to find people you couldn’t otherwise find Allow you to connect with people you couldn’t otherwise connect with Allow you to manage bigger networks Sometimes deepen relationships 18
  19. 19. Twitter
  20. 20. Can you get business value from Twitter? My Twitter Experiment • Joined Twitter in mid 2008 on urging of contacts • Nothing happened... • In 2009, decided to experiment with what it would be like to have lots of followers... • Figured out how to do it... • Now have 78,000+ followers... • And have identified two very different strategies for getting clients via Twitter
  21. 21. Two very different strategies Traffic Model Relationship Model
  22. 22. Two very different strategies Twitter is a Tool There’s no “one best way” of using it. Traffic Model Relationship Model
  23. 23. The Traffic Model Logic: Get lots of targeted followers Tweet useful, interesting, valuable stuff Mix in links to articles/blog posts on your site Capture clicks onto email list Build relationship with email list Requires Automated following Automated backend to “monetize list”
  24. 24. The Relationship Model Logic: Laser target small number of potential clients/ referrers Build “watercooler” relationship - combine value- added informational tweets with relationship building chat Convert Twitter relationship to real world relationship (e.g. offer to have coffee) Requires Relationship building (smalltalk) skills Time and effort
  25. 25. Which model to choose? The blindingly obvious: both models require a reasonable number of your target clients/referrers to use Twitter. The models are largely incompatible - almost impossible to build deep relationships with 78,000 followers. Traffic model is less work - if you have a backend already set up. Relationship model quicker and easier to implement for most professionals.
  26. 26. Linkedin
  27. 27. Linkedin Fundamentals: Building a Powerful Profile Who are you writing your profile for? Clients? Referrers? Your next employer? Your soul-mate? No one in particular?
  28. 28. Linkedin Fundamentals: Building a Powerful Profile Your profile summary should be more like your introduction at a networking event than your CV: Which clients do you serve? How do you help them? What problems do you solve? What results do they achieve? Your backstory - what makes you credible/different? It should also get across the essence of your personality - what you would be like to work with.
  29. 29. Linkedin Fundamentals: Connection Strategies Linkedin is powered by connections 500+ highly attractive to connect to Value obtained from Linkedin 300+ “complete” visibility + high value suggestions 100+ significantly increased search visibility Number of connections
  30. 30. Linkedin Fundamentals: Connection Strategies Two contrasting approaches Open Selective Networkers Connector “Fred 6000+ LION Smith” Connect only to those Actively build as many Happy they already know or are referred to connections as possible Medium? “Hands out business “Only talks to his cards to everyone” friends”
  31. 31. Linkedin Fundamentals: Compelling Headlines
  32. 32. Linkedin Fundamentals: Status Updates to subtly keep in touch
  33. 33. That’s all we have time for... If you’d like a copy of the slides, and some more pointers on using social media for business: drop me your business card And if you’d like to ask any more questions I’ll be hanging around for a while...