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Using Social Media To Build Your Brand & Your Business


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Presentation on using social media for business development and expert positioning for the West Dallas Chamber's first "Brainstorm at the Belmont" lunch series. Presented by Cooper Smith Koch, Principal at Cooper Smith Agency Public Relations on June 1, 2012.

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Using Social Media To Build Your Brand & Your Business

  1. 1. Nice to Meet You! ● How many of you are on Facebook? Twitter? LinkedIn? Pinterest? ● How many of your organizations have websites? Are you able to update the site easily and quickly? ● What do you most hope to take away from this talk?
  2. 2. Three Types of Media 1. Paid - Advertising placements 2. Earned - Editorial coverage in the media, a.k.a "Publicity" 3. Owned - Websites, Blogs, e-Newsletters, Social Media (Facebook, Twitter, LinkedIn, Pinterest, etc.)
  3. 3. The Changing Media LandscapeThe definition and role of "the media" haschanged significantly in the past 3-5 years.● Recession = massive staffing cuts● Social Media has grown exponentially● Its unacceptable for a magazine to not also have a blog and a regular e-mail update.● Newsrooms are doing more work with less people = less depth of coverage
  4. 4. Top Social Networks 900 Million Users 182 Million Users 150 Million Users 170 Million Users 104 Milliion (and growing FAST!)
  5. 5. Top Reasons for Social MediaThe objective of everything you do should be togrow your business. Heres how social mediacan help: ● Help people find the business/organization ● Win new clients, customers or donors ● Earn repeat business ● Make the sales cycle process easier ● Recruit & retain top talent
  6. 6. StrategiesFor most businesses, its all about helping youget found online and positioning you as anexpert at what you do. ● Share your specialized expertise and point-of-view. ● Give your brand a personality. ● Profile your projects, products, etc. ● Spread the word when youre highlighted somewhere.
  7. 7. Getting Found Online (SEO)"Google It" is now a verb and how most people find whattheyre looking for.● Content thats high quality & updated.● In-bound links from reputable sites.● Social sharing.● Page titles & tags.Tip: No PDFs.
  8. 8. Social Media & Online OutreachThe goal is to make you an expert on a specifictopic and to make you easy to find, contact andengage.● Blog - This will be the central hub of all of your online activities where you can share your insights, opinions, industry news, etc.● e-Newsletter - Talking directly to your clients, prospective clients and anyone who has an interest in your firm or the given topic.● Social Web - Facebook, Twitter, LinkedIn, Pinterest, Google+, etc.
  9. 9. Tips1. Its Not About You, Its About Your Customer - Be aresource for information, fun facts, etc. Give them a reasonto see value in following you. (80/20 Rule)2. Stop Shilling, Start Filling - Dont be overlypromotional. This is not a sales channel. Its aPR/engagement tool.3. Keep It Simple - Avoid jargon and keep it short. If youthink it needs to be longer, it can likely be broken up intomultiple posts.
  10. 10. Tips4. Think Keywords - Think like the person you want to findyou and use the words they would use.5. Be Human! - Its more than okay to have a personality,its encouraged!
  11. 11. Example:Youre featured/quoted in a story.1. Post to website - Highlight that you were "as seen/quoted in."2. Share story online - Share story on Facebook, Twitter, Google+, etc.3. Expand on the topic on your blog - Move the story forward and provide additional perspectives.4. Share blog post - Share with publication, reporter and "fans" via social web.5. e-Newsletter - Tell your contacts about the story, and your expanded thoughts. This builds credibility through 3rd party validation.
  12. 12. Expectations● In-depth print coverage is a thing of the past. Articles will be short and photo-driven.● Its the message, not the medium. ○ Stop asking "Is it going to be in the print version, too?" ○ Online coverage has more eyes and uses.● Less control...and thats okay.● Embrace social media.● Its a lot of work!
  13. 13. Trends in Social Media & PR● Brands as Publishers/Journalists ○ Skip "traditional media" and talk directly to your audience in an editorial voice (not salesy). ○ Microsites, microsites, microsites ○ Video will be huge.● The media will continue to do more with less. ○ PR folks are more necessary than ever, but will be expected to act like embedded journalists, not brand representatives (no jargon, marketing-speak).
  14. 14. Trends for 2012 (cont)● Social media is here to stay and will be bigger than ever. ○ Integration in every thing you do is necessary. ○ "Twit Pitch" - The pitch in 140 characters or less.● SEO will grow as a PR function.● Flash is a dead technology.
  15. 15. What Do I Do Now?1. Build a website.2. Jump in! - Start blogging, start talking to Twitter followers, set up your Facebook page3. Launch an eNewsletter - Share your news, point to informative resources, highlight a recent project/product4. Integrate Social Media into everything you do - Add Twitter & Facebook icons to your site; list them on your menus; etc.
  16. 16. Thank You & Q&A● Questions?Cooper Smith