Build Your Pipeline in Web 2.0


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This presentation shares information on how to leverage the power of social media to drive engagement and build revenue pipeline.

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Build Your Pipeline in Web 2.0

  1. 1. Social Media<br />Build Your Pipeline in Web 2.0 <br />for Optimal Results<br />
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  3. 3. M & M’s<br />
  4. 4. M & M’s <br />
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  9. 9. What is Social Media?<br />
  10. 10. What is Social Media?<br />Social Media are primarily internet based tools for sharing and discussing information among human beings.<br />The term most often refers to activities that integrate technology, social interactions, and the construction of words, pictures, video and audio. …<br /> Wikipedia<br />Social Networking is a large part of Social Media and includes Facebook, Twitter, My Space and LinkedIn<br />
  11. 11. @ A Glance<br />2010- Gen Y outnumbers boomers<br /> 96% have joined social networks<br />80% of companies use LinkedIn as primary tool to find employees<br />Email is fading: In 2009 Boston College stopped distributing email address to incoming freshmen<br />200,000,000 blogs: 54% of whom post content daily<br />Word of mouth is now almost instant and global<br />78% of consumers trust peer recommendations; only 14% trust ads<br />Source: Greenfield Belser , Presentation 10/22/09<br /> Scott Klososky, Praxity Presentation 10/21/2009<br />
  12. 12. Why should we care about Social Media?<br />Because 3 out of 4 Americans use Social Technology<br />Forrester, The Growth of Social Technology<br />
  13. 13. 1958: TV dominate form of home entertainment<br />Source: Wikipedia<br />
  14. 14. Over 50% of Americans consider their computer an equal option to watching TV<br />Source: “Understanding the Economics of Digital” - AAAA<br />
  15. 15. The Rules Are Changing<br />Daily Readership: <br />Top 50 Newspapers – 21 million readers<br />Yahoo! News: 37 million unique users<br />
  16. 16. Radical Change: What it Means<br />Radically transparent<br />Authentic<br />Real-time information<br />New skills for communication<br />Employee contribution<br />Client influence<br />
  17. 17. Predicting the Future<br />2014 <br />Social Media<br />490% Increase<br />$11m to $54m<br />Source: Forrester Research<br />
  18. 18. The New Media<br />
  19. 19. Social Media Explosion<br />Source: All stat’s came from the application’s’ websites<br />
  20. 20. Experience with SM Marketing<br />32%<br />Source: Web pro news<br /><br />
  21. 21. The Business Case<br />Reduce overall marketing expenses<br />Rise in search engine rankings<br />Increase traffic/subscriber/opt-in list<br />Generate qualified leads<br />New business opportunities<br />
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  26. 26. LinkedIn:<br />
  27. 27. Who is using LinkedIn?<br />60 million members<br />200 countries<br />170 Industries<br />Execs from ALL fortune 500 companies<br />Average Age: 41<br />Household Income: $109,703<br />Male: 64%<br />College Grad/Post Grad: 80.1%<br />Business Decision Maker: 49%<br />A new member is added every second<br />Source: Linked In<br />
  28. 28. Why Engage?<br />Manage the information about you as a professional <br />Find and be introduced to potential clients, service providers and subject experts who come recommended <br />Create and collaborate on projects, gather data, share files and solve problems <br />Be found for business opportunities and find prospects<br />Gain new insights from discussions with likeminded professionals in private group settings <br />Discover inside connections that can help you build business<br />
  29. 29. The Conversation Begins: Step One<br />Step One: Broadcast<br />
  30. 30. The Conversation Grows: Step Two<br />Step Two: Interaction<br />Step One: Broadcast<br />
  31. 31. The Conversation Multiplies: Step Three<br />Step Two: Interaction<br />Step One: Broadcast<br />Step Three: Social Networking<br />
  32. 32. Leveraging LinkedIn<br />
  33. 33. Getting Started: Your Profile<br />Your profile should tell your story:<br />Be engaging<br />What is your area of expertise?<br />What industries are your clients and prospects involved in? <br />What unique information can you offer others?<br />Also includes career history, hobbies, a professional photo, recommendations<br />
  34. 34. Building Your Network<br />Contacts<br />Why do we build a network<br />Open vs. Closed Network<br />Inviting people to your network<br />Invite people you know<br />Invite people you meet<br />Invite people that you want to keep your name in front of<br />Accepting others invitations<br />Keeping in touch with your contacts<br />
  35. 35. Connecting with Targets<br />Search Capabilities<br />Available Fields for Search<br /><ul><li>People
  36. 36. Companies
  37. 37. See if you are connected
  38. 38. See how you are connected
  39. 39. Good for:
  40. 40. Researching prospects
  41. 41. Researching opportunities
  42. 42. Name
  43. 43. Title
  44. 44. Geography
  45. 45. Keywords
  46. 46. Industry
  47. 47. Groups
  48. 48. School</li></li></ul><li>Getting Introduced<br />Do you have a 1-3 degree connection?<br /> - Yes, ask for an introduction<br /> - No, you can send an In message<br />What if you know, but you don’t know their address?<br />
  49. 49. How To Use Groups<br />Finding Groups<br />Using Groups<br />Look for groups that your clients would consider joining<br />Look for groups that referral sources to your clients would join<br />Look for groups that provide professional development opportunities<br />Consider starting a group<br />Ask questions that would attract prospects<br />Answer questions<br />Post news/links<br />Take surveys and give results<br />Learn from others<br />
  50. 50. LinkedIn- Initiative<br />On-Demand Webinar with Video<br />NEO <br />LinkedIn Toolbar<br />
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  52. 52. LinkedIn Toolbar<br />
  53. 53. Success <br />“Not long after I completed my LinkedIn profile, I was contacted by someone I had hired more than a decade ago while working for another firm. I lost contact with him years before and, as it turns out, he is now Director of Tax for an international online clothing retailer. Call it perfect timing, dumb luck, or the power of Web 2.0, but his company was looking for an organization to handle an earnings and profit study, and to get it completed during March and April of 2010. I flew to their office in Indiana and returned with a commitment for more than $100K worth of new business. <br />The best news is this initial opportunity is just the first of many projects we’re working on for this company – and it probably wouldn’t have happened were it not for the original connection on LinkedIn.”  <br /> - Dixon Hughes Managing Member<br />
  54. 54. Twitter<br />Editorial Calendar<br />One Voice/Many Voices<br />Exclusive Offers<br />One Time Events<br />Re-tweets<br />Mix business content with fun content<br />Post links to website/thought leadership content<br />Share Association news and events<br />
  55. 55. Who to follow on Twitter <br />Like Minded Businesses<br />Reporters/Media Outlets<br />Clients<br />Trade Associations<br />Community Influencers<br />
  56. 56. Blogging<br />Link blog updates with Twitter, Facebook and LinkedIn<br />Post blog on LinkedIn<br />Use blog to promote thought leadership<br />Create a video blog <br />Use blog content in email campaigns<br /> or<br />
  57. 57. Websites to help you<br />
  58. 58. Measurement<br />It’s not easy to quantitatively measure<br />There is no exact science to this- especially b to b<br />Find trends and tracking them back to their point of origin<br />Number of followers - not necessarily a good measurement<br />Twitter mentions- not necessarily a good measurement<br />
  59. 59. Connecting the Dots- Thought Leadership<br />Create media release announcing <br />Post on website<br />Share via email campaign<br />Summarize via a blog<br />Intro to relevant discussion forums<br />Intro report via Twitter, FB, LinkedIn<br />Refer to report on your SM apps<br />Start a new group on Linked In<br />Create 2-min intro video on subject- Post on SM outlets<br />Develop Webinar<br />Develop Adwords/Display media campaign<br />Send print pieces- announcements, paper, etc<br />
  60. 60. Final Thoughts<br />Treat your interactions as you would if you were meeting with someone in person.<br />Be genuine.<br />Give it time and attention.<br />Don’t be passive. Be active.<br /><ul><li>Don’t forget to establish a SM policy.
  61. 61. Set Your Goals. Measure. Evaluate.</li></ul>There’s only one way to get started- Dive In!<br />
  62. 62. Alice Grey Harrison, APR<br />@alicegrey<br /><br /><br />