“The great French Marshall Lyuatey
once asked his gardener to plant a tree.  
  The gardener objected that the tree 
was s...
Social Networking 
What Is It and Why Should I Care?
A New Way of Thinking
Social Networking vs. Sales Marketing

Why Now?                      Economics




                 ...
The Strategy
1.   Who are your Clients? Prospects?
2.   What are they interested in?
3.   What do you want to hear from th...
The Basics
1. Change Your Thinking
2. Take a Good Look at Your Website
3. Figure out what you want to say, how it 
   make...
Only 14% of People TRUST 
    ADVERTISEMENTS

     78% TRUST the 
Recommendations of OTHER 
      CONSUMERS
Implications
• A New Paradigm for conducting business
• Companies no longer in control of their 
  Brands
• People dependi...
Caution
• It is not about the 
  technology
• It is about how to build 
  the relationships USING 
  the technology
• Tact...
P.O.S.T.
• People

• Objectives

• Strategy

• Technology
“but really, what IS it?”
       (in a nutshell)
It is….
• Blogs                                          Micro‐Blogging
                                             •
• D...
From Soup to Nuts
“I don’t have time for all 
 that. I have a business 
         to run…”
SOCIAL NETWORKING IS NOW 
MORE POPULAR THAN EMAIL
   According to Nielsen Online’s 2009 
study, 66.8% of Internet users ha...
How Long Does It Take To Reach 50 Million People?


                     Facebook
                      2 years

         ...
You Can’t Afford To
Ignore Social
Media
“so how do I get 
   started?”
BLOGGING 101
    There are 200,000,000 blogs 
          on the Internet.

 73% of Online users have read blog 
posts, even...
Blogging
 Why It Is Crucial to Online Marketing

1.   Achieve Expert Status in your field
2.   Promote Your Name, Brand, P...
“wait, you want me to 
give away FREE advice?”
Blogging
           How To Get Started
1. Search – by keyword on Technorati, Google blog 
   search
2. Read – learn the la...
Blogging
              How To Get Started
7. Build a Custom Blog using Template Software
  a. A web designer and/or progra...
Corporate Blogging
               • Hosted by GM Executives

               • Showcases “cars of the
               future...
Who’s Blogging about YOUR brand?
                      • Grassroots effort to
                      expose wrongdoings at
...
Who Do You Want to Talk To?
Blog For Mom’s, Written by a Mom   • 5 million monthly views

                                ...
LINKEDIN 101
LinkedIn users tend to be more senior:  
  46% are Management or Executive 
    Director/VP Level and above. ...
LinkedIn
• The First step to joining the Social Network
• Connect with past contacts, new prospects, 
  industry insiders,...
LinkedIn Continued
    Discussion Forums
•
    Status Updates
•
    Event Listings
•
    Links – to blog, website, article...
Status
Updates:
let people
              Target
know what
              Advertising
you’re
              by job title,
doi...
Discussion Forums


• Research:
Industry Groups,
Competitor Groups,
Industry and Market
Information

• Prospecting:
Networ...
Email Updates
HomePage
                            Network Updates


                               Delivered via
        ...
FACEBOOK 101
Facebook has grown from 100 million to 
200 million users in less than 8 months. 
 If it were a country, it w...
Facebook Statistics
  The fastest‐growing demographic is the 25+ age group.
•
  Facebook is the sixth‐most trafficked site...
Facebook 
• “It’s Not Just For Your Kids Anymore”
• Participate, don’t sell.  Facebook is a social community 
  and users ...
Creating a Facebook Business Profile
                                       • Advertising:
                               ...
Facebook: Ernst & Young 
Facebook: Victoria’s Secret
Facebook Analytics
VIRAL 
MARKETING 
   101
Viral Marketing
• Viral = to spread quickly across multiple access 
  points
• How sites such as YouTube and Flickr have 
...
TWITTER 101
 Twitter currently has 7 million unique 
monthly visitors. If it keeps growing at [a 
  consistent] rate, it’l...
Twitter Statistics
• Twitter experienced 1,382% year‐over‐year growth in 
   February 2009, with the number of total uniqu...
Twitter
• Similar to Facebook, but provides a more 
  immediate, straight‐forward approach.
• Allows you to update your ne...
Even the Boston Police are 
       tweeting…
How To Tweet
               1. Listen!!!
               2. Follow and Be Followed
               3. Say Something worth
  ...
Great Twools and TwApps
Search                     Applications
 Tools
DISCUSSION 
   GROUPS,  
   FORUMS, 
& USER REVIEWS
Industry Forums and Discussions
• Join the Community!
• Use these networks as a place to bounce ideas 
  off industry coun...
User Reviews
• Users are 7 times more likely to believe a 
  review written by a customer than to believe 
  the company’s...
“ok, so how will this 
  work for me?”
Tying it All Into Your Online Strategy
                            Blog – utilize RSS
                            tools to...
Tying it All Into Your Online Strategy
• Ping – one‐stop updating for your Blog, Facebook, 
  Twitter, LinkedIn updates
• ...
Social Networking at it’s Finest
                    November 2008

John McCain                  Barack Obama
• Facebook F...
How To Run a Grassroots Campaign & Win An Election
Tying it All Into Your Online Strategy
• By increasing your presence online, and utilizing a 
  targeted Keyword strategy ...
Community,                      Blog
  Brand 
Awareness, 
  Sales
                                                  Facebo...
Contact Us
• Blog: 
  www.discoverycomm.com/dcgblog
• LinkedIn
   – George Wallace
   – Melissa Albano
• Facebook
   – Sea...
Using Twitter, Facebook, and LinkedIn to Grow Your Business.
Using Twitter, Facebook, and LinkedIn to Grow Your Business.
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Using Twitter, Facebook, and LinkedIn to Grow Your Business.

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The most important key to remember in developing a successful Social Marketing campaign, like any campaign, is that a well-defined strategy is necessary to be successful. In this presentation you will learn the tools to begin creating a strategy, and the techniques to utilize blogging, Facebook, discussion forums, online video and photo sharing, and Twitter to reach your goals.

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  • I just saw your web page... if I ever go to Scotland, I will definitely stay at your hotel... pretty nice... cheers!!
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  • I wish I had done this to. my tree is still a plant!

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  • It sure makes a lot of sense... quite right, it's a new trend, and it expands world wide with the least of efforts... Congratulations..
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Using Twitter, Facebook, and LinkedIn to Grow Your Business.

  1. “The great French Marshall Lyuatey once asked his gardener to plant a tree.   The gardener objected that the tree  was slow growing and would not reach  maturity for 100 years.  The Marshall  replied, “In that case, there is no time  to lose; plant it this afternoon.” ‐ John F. Kennedy
  2. Social Networking  What Is It and Why Should I Care?
  3. A New Way of Thinking Social Networking vs. Sales Marketing Why Now? Economics Technology People
  4. The Strategy 1. Who are your Clients? Prospects? 2. What are they interested in? 3. What do you want to hear from them? 4. What do you want to talk to them about? 5. Segmentation 6. What value can you offer? 7. What are your goals?
  5. The Basics 1. Change Your Thinking 2. Take a Good Look at Your Website 3. Figure out what you want to say, how it  makes you different, and who you want to  say it to. 4. Start the Discussion
  6. Only 14% of People TRUST  ADVERTISEMENTS 78% TRUST the  Recommendations of OTHER  CONSUMERS
  7. Implications • A New Paradigm for conducting business • Companies no longer in control of their  Brands • People depending on other people for the  information that informs their buying  decisions. “Human beings listening to human  beings, not ads”
  8. Caution • It is not about the  technology • It is about how to build  the relationships USING  the technology • Tactics vs. Strategy • Teens and Young Adults
  9. P.O.S.T. • People • Objectives • Strategy • Technology
  10. “but really, what IS it?” (in a nutshell)
  11. It is…. • Blogs Micro‐Blogging • • Discussion Groups and  • Viral Video and Photo Forums Social Networking Sites • • Wikis Social Bookmarks • • RSS • Widgets • Podcasts • Virtual                                    Worlds
  12. From Soup to Nuts
  13. “I don’t have time for all  that. I have a business  to run…”
  14. SOCIAL NETWORKING IS NOW  MORE POPULAR THAN EMAIL According to Nielsen Online’s 2009  study, 66.8% of Internet users have used  social networks, while only 65.1% have  used email.* *Mashable.com 57% of U.S. Adults have a Profile on a  Social Networking Site.
  15. How Long Does It Take To Reach 50 Million People? Facebook 2 years Internet       4  years Television               13 years Radio                                       38 years
  16. You Can’t Afford To Ignore Social Media
  17. “so how do I get  started?”
  18. BLOGGING 101 There are 200,000,000 blogs  on the Internet. 73% of Online users have read blog  posts, even if they aren’t aware of it.
  19. Blogging Why It Is Crucial to Online Marketing 1. Achieve Expert Status in your field 2. Promote Your Name, Brand, Product/Service 3. Deliver Traffic to your Website 4. Increase Your SEO Rankings  5. Develop a Community of Prospects and  Brand Ambassadors
  20. “wait, you want me to  give away FREE advice?”
  21. Blogging How To Get Started 1. Search – by keyword on Technorati, Google blog  search 2. Read – learn the language, choose wisely 3. Subscribe – via RSS feed, read daily 4. Choose and Commit – build a Top 10 list 5. Comment – add useful/informative comments, link‐ backs where applicable 6. Write – start your own blog, write weekly/daily
  22. Blogging How To Get Started 7. Build a Custom Blog using Template Software a. A web designer and/or programmer can easily customize  your blog to meet your needs, without having to recreate  the wheel 8. Incorporate Subscription and User Tracking Tools 9. Post informative, quality info to position yourself as  an expert – this is not a sales pitch 10. Develop a community – allow comments and respond  to them 11. Comment on influential blogs in your community,  industry, complementary industries, and prospective  client’s markets.
  23. Corporate Blogging • Hosted by GM Executives • Showcases “cars of the future”, the company’s move toward energy- efficient vehicles, and videos of prototypes. • Allows consumers to become part of the conversation. • Includes “Fact or Fiction” commentary
  24. Who’s Blogging about YOUR brand? • Grassroots effort to expose wrongdoings at Wal-Mart • Includes a “Call For Activists”, “Tell Your Friends”, and “Request for Employee Whistleblowers” • Encourages supporters to feed via their websites • Goal: To inspire real, lasting change in Wal-Mart Communities
  25. Who Do You Want to Talk To? Blog For Mom’s, Written by a Mom • 5 million monthly views • Featured on Oprah • Advertisers include: • Sears • Weleda • Hoover • Dish Network • Seventh Generation • Moms listening and sharing with moms – product reviews, stories, real-life experiences, community
  26. LINKEDIN 101 LinkedIn users tend to be more senior:   46% are Management or Executive  Director/VP Level and above.  The majority (66%) are decision makers  or have influence in purchase decisions  at their companies.
  27. LinkedIn • The First step to joining the Social Network • Connect with past contacts, new prospects,  industry insiders, referral sources • Stay in touch with your network of contacts as  they transition; be the first to know of new  moves, promotions, career changes • Make introductions within your newly  expanded network
  28. LinkedIn Continued Discussion Forums • Status Updates • Event Listings • Links – to blog, website, articles, books, etc. • Job Posting and Job Search • Referrals •
  29. Status Updates: let people Target know what Advertising you’re by job title, doing location, size of firm, etc. Incorporate Complete your Blog your profile to 100%
  30. Discussion Forums • Research: Industry Groups, Competitor Groups, Industry and Market Information • Prospecting: Networking Groups, Prospective Client Groups, Specific Audiences and Target Markets • Education: Organizations and Affiliations, Learning Tools, Workshops and Seminars
  31. Email Updates HomePage Network Updates Delivered via LinkedIn and Email • Every update is delivered to your network, recommendations are delivered to BOTH parties networks, as are event attendance notifications, links, articles, books, videos, presentations, etc. • Share your message without saying a word.
  32. FACEBOOK 101 Facebook has grown from 100 million to  200 million users in less than 8 months.  If it were a country, it would be bigger  than Brazil.* *Mashable.com
  33. Facebook Statistics The fastest‐growing demographic is the 25+ age group. • Facebook is the sixth‐most trafficked site in the United States. • Users spend an average of 20 minutes on the site daily. • Over 1,800 applications have been built on the platform. • The number of US women over age 55 using Facebook grew  • by 175.3% since September 2008, making mature females one  of the fastest growing demographic groups on the social  network, according to usage statistics released by  independent blog Inside Facebook.  • Visitors to the sites who are age 35+ have increased 23%          in February 2009 compared with February 2008.
  34. Facebook  • “It’s Not Just For Your Kids Anymore” • Participate, don’t sell.  Facebook is a social community  and users will be turned off to anything that sounds  like a “pitch”.   • The “Cocktail Hour” of online networking • Build your community, participate in discussions,  update your status regularly with new projects and  comments. • Where applicable, provide links to your blog, new  projects, upcoming events.  Build a company Page, and  link to it from your personal profile – work on  developing a fan base there.
  35. Creating a Facebook Business Profile • Advertising: Target Ads by Demographics, Geography, and PSYCHOGRAPHICS • Community: Discussion groups and fan messages, allow fans to “write on your wall”, creates a strong community. • Showcase: Upload photos and videos of your work, link to charity and industry events, send invitations, link to website, link to PR articles and company news, and more….
  36. Facebook: Ernst & Young 
  37. Facebook: Victoria’s Secret
  38. Facebook Analytics
  39. VIRAL  MARKETING  101
  40. Viral Marketing • Viral = to spread quickly across multiple access  points • How sites such as YouTube and Flickr have  transformed the media industry, advertising,  and the way consumers access messaging. • The elimination of a cost barrier to advertising • Case Study: Comcast • Case Study: BlendTec
  41. TWITTER 101 Twitter currently has 7 million unique  monthly visitors. If it keeps growing at [a  consistent] rate, it’ll have nearly 100  million visitors same time next year.*  *Mashable.com
  42. Twitter Statistics • Twitter experienced 1,382% year‐over‐year growth in  February 2009, with the number of total unique  visitors increasing from 475,000 in February 2008 to  seven million last month, according to Nielsen  Online. • In February 2009, adults ages 35‐49 had the largest  representation on Twitter, with nearly 3 million  unique visitors from this age group. This comprises  nearly 42% of the site’s audience.
  43. Twitter • Similar to Facebook, but provides a more  immediate, straight‐forward approach. • Allows you to update your network from a mobile  phone or computer, with short, concise  messaging and direct links – immediately  showcase the new project you’ve completed,  research study you’re promoting, or exciting  news in your industry. • Reach is expanding, now being used by Congress,  Executives, and the Media to announce updates  and gather feedback.
  44. Even the Boston Police are  tweeting…
  45. How To Tweet 1. Listen!!! 2. Follow and Be Followed 3. Say Something worth listening to. Nobody wants to hear your sales pitch. 4. LINK 1. To your blog 2. To an article you published 3. To an article someone else published 4. To something funny or interesting 5. To info. that supports your case 5. Street Cred and “Giving Props” 6. Track everything, brag to your boss.
  46. Great Twools and TwApps Search Applications Tools
  47. DISCUSSION  GROUPS,   FORUMS,  & USER REVIEWS
  48. Industry Forums and Discussions • Join the Community! • Use these networks as a place to bounce ideas  off industry counterparts, generate interest,  ask and answer questions, gather feedback. • The more questions you answer, the more you  will be seen as an expert.   – Experts receive incoming sales calls.   – Experts don’t have to haggle over their prices.   – Experts don’t cold call.
  49. User Reviews • Users are 7 times more likely to believe a  review written by a customer than to believe  the company’s claims. • Easily found in the search engines. • Monitor conversations, understand user  experiences, resolve problems immediately. • Example: hotels.com
  50. “ok, so how will this  work for me?”
  51. Tying it All Into Your Online Strategy Blog – utilize RSS tools to subscribe to multiple posts, and automatically update LinkedIn and Facebook profiles with your updated blog posts.
  52. Tying it All Into Your Online Strategy • Ping – one‐stop updating for your Blog, Facebook,  Twitter, LinkedIn updates • Priorities of these programs should be to deliver qualified  traffic to multiple areas of your website, generate  exposure for your brand, and leverage yourself.   • You can’t personally talk to everyone, but you can use  these tools to simulate 1 on 1 conversations.
  53. Social Networking at it’s Finest November 2008 John McCain Barack Obama • Facebook Fans: 620,359 • Facebook Fans: 2,379,102 • Twitter Followers: 4,603 • Twitter Followers: 112,474 • YouTube Views: 2,032,993 • YouTube Views: 18,413,110 • MySpace Friends: 217,811 • MySpace Friends: 833,161 Winning The Presidential Election = PRICELESS
  54. How To Run a Grassroots Campaign & Win An Election
  55. Tying it All Into Your Online Strategy • By increasing your presence online, and utilizing a  targeted Keyword strategy to build traffic back to your  website, all of these campaigns will work together to  INCREASE YOUR RANKINGS IN THE SEARCH ENGINES. • Increase Exposure and Reach • Join, and lead, the conversations. • Make it easy – download the available applications for  your Blackberry or iPhone, upload desktop applications,  and update from anywhere.
  56. Community,  Blog Brand  Awareness,  Sales Facebook Website &  Search  Engine  Rankings Reviews Twitter Forums &  LinkedIn Discussions
  57. Contact Us • Blog:  www.discoverycomm.com/dcgblog • LinkedIn – George Wallace – Melissa Albano • Facebook – Search:  The Discovery Communications Group • Twitter – @DiscoveryCG – @MelissaDCG – @GEW

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