2. WHO IS ZONE 5?
We’re a full-service marketing and communications firm
with offices in Albany, NY and San Jose, CA.
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Social Media
Public Relations
Branding
Executive Positioning
Design
Web Development
Exhibit design and production
3. WHY ARE WE HERE TODAY?
The Social Landscape: How to Harness Social Media to
Meet Business Goals and Build Your Personal Brand
4. SUCCESS STORIES: MEETING BUSINESS GOALS
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CONTENT: Found a creative way to make typically boring things – eyewear and their
annual report - really cool.
CUSTOMER SERVICE: Social channel response is phenomenal.
CONVERSATION: They don’t just talk at their customers; they have conversations with
them.
5. SUCCESS STORIES: BUILDING A PERSONAL BRAND
RICHARD BRANSON
• 3.3M Twitter Followers
• 4.7M Google+ Followers
• 2.1M LinkedIn Influencer Blog Followers
15. PERSONAL PROFILE
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Show work samples
List skills
Connect to causes
Display experience
Display education
Upload a picture
Show your LinkedIn activity
17. TWITTER: A DEEPER DIVE
TWITTER IS:
• A passive source of discovery.
• A tool & service.
• More than just social.
18. BLOGS: A DEEPER DIVE
BLOGS ARE:
• The third most popular source of
sharable content.
• The fifth most trustworthy source
overall for information on the net.
• The third most influential digital
resource for making purchases
19. BLOGS: A DEEPER DIVE
PAY ATTENTION TO:
• Social Media Optimization (Subscriptions & Sharing Tools/Code)
• Original Content
20. CONTENT SOURCES
• Share industry-specific content (vertical or
horizontal)
• Energy
• Cleantech
• Marketing
• Community Relations
• Graphic Design
• Business Development
• Conferences – live tweeting or recaps
• Original content – you ARE a thought leader!
ZONE 5 + SOCIAL MEDIA: As the social landscape quickly evolves, proper social education has become more important. We with business partners and individuals to provide tactical and strategic social media training, company culture development and personal innovation in the space…SHOW OF HANDS: who is on Twitter, Facebook, LinkedIn…WHO WRITES A BLOG?
Corporate America is stuck in the thinking that sharing the absolute minimal amount of information with the general public is best. Online eyeline retailer Warby Parker has found the more information they share, the better the company does.Their social media efforts drive traffic to the website and those high volume days are also – you guessed it – the biggest sales days as well. It’s also been a driving force behind traditional media coverage. And, their overall company growth, customer loyalty and STRONG VENTURE CAPITOL BACKING has all been linked closely to their dynamic and innovative approach to social media.$155M venture $500% company growth since 2010
BIG NAME EXAMPLE: Richard Branson is undeniably a leader in the social space, and not only among CEOs. Branson has committed to blogging and contributing content that enriches the experience of his followers and of Virgin’s clients. He is a great example of someone who is building a personal brand while also building a company brand.BIZ PERSPECTIVE: Humanizes his companies. People associated the company brands with his personal brand – carefree, fun, adventure. American Airline – I think of lost luggage. With Virgin Atlantic – I think, my vacation starts the minute I hop on that plane.PERSONAL BRAND: Why is this a good thing? It’s good for him, because if he ever wants to go off and start something new, he can build it off of his personal brand platform – the company doesn’t have to start at zero.
LOCAL EXAMPLE: Todd Shimkus of Saratoga Chamber.BIZ PERSPECTIVE: Social media = additional tools to better do his job. Amplify his message.PERSONAL BRAND: Track record for his Board or for a future job.
Most people recognize LinkedIn as a place to post your resume, but it’s actually much more powerful than that. There are multiple features and capabilites in LinkedIn that exist to help you, not only network, but to put forth your personal brand and to demonstrate thought leadership
We already talked about a little bit. If you have a message, let your communications person know. Easiest thing to do to share your company’s posts. Showcase pages: create dedicated pages for individual parts of your brand (new LinkedIN functionality). Followers can follow aspects. Share focused content.
More of an FYI – but LinkedIn really ramped up their education component. A great thing for B2B folks to do is to connect with other industries. Why not follow some of those feeder schools. HR - If you recruit interns, let the school know on their page.
Groups are where you can really start to demonstrate some thought leadership. So many out there. Start conversations. Meet people. (my ex. Through a group I met a peer who does exactly my job, but in Europe. So we don’t compete and it’s great to bounce ideas off each other).
And last but not least, your personal profile. Can set various privacy settingsGreat to look up colleagues and learn something about them.
Twitter – very popular among the tech crowd. Twitter is the fastest-growing social networking service, with a 44% growth from June 2012 to March 2013.
And the way people use Twitter is changing. “Firstly, it is becoming a passive source of discovery for users and secondly, users are using more as a tool or service rather than a pure social service.”
Blogs continue to be an important source of the content that fuels websites and social media channels. I know we just got done talking about the importance of Twitter and LinkedIn…. Blogs are still VERY relevant. Info from: Technorati Media 2013 Digital Influence Report
It also affects SEO and other digital marketing efforts.
PULSE: Collects news and posts from influencers, channels, and publishers. A great source for keeping up with things. LinkedIn is the rare social media channel where 40% of its users pay for premium services. This means LinkedIn has enjoyed a steady stream of income and has been able to smoothly create new features aimed not only at helping you find a job, but to get better at the job you have.
PULSE: Collects news and posts from influencers, channels, and publishers. A great source for keeping up with things. LinkedIn is the rare social media channel where 40% of its users pay for premium services. This means LinkedIn has enjoyed a steady stream of income and has been able to smoothly create new features aimed not only at helping you find a job, but to get better at the job you have.
