25. There’s the theory… now what?
You’re launching a new service into the Bristol
market.
Working in groups think about the different
social networking options and how these
might link in with your marketing and
business development strategy.
You’ve already got a brochure and website for
it and will send out a press release.
www links pages through metadata ie. references. Social Networking works in the same way but by linking information about people. It is a www of people.
Social Networking is about maximising the return on this web. It allows for social filtering on context rather than just words. It flattens boundaries and opens doors (eg. the CEO circulating the report versus the employee circulating the report). It allows us to be more aware and engage better with people. It is even easier to get to key people and to understand what makes them tick. Like networking… but better!
How has it changed the business landscape? Push-me, Pull-you. Previously we interrupted lives. Because you couldn’t know everyone much of this was seen as spam so you had a high amount of effort for lower return. The basic dynamics of push and pull marketing have been changed.
Push - social filtering allows us to specify frequency as well as content. Because it is from someone we know (or knows someone we know) it has validity and credence. It isn’t seen as spam.
Pull - you can opt in to pull information to you. You read a blog and start to feel you know that person. The relationship is starting to be built. We value content our friends read, often over information businesses send out. Eg. Chicago Bulls.
In essence by being in the “group” it breaks down barriers and allows you share information more effectively and to more people. The hard work of cold-calling and walking into that networking group is done for you!
http://www.youtube.com/watch?v=lFZ0z5Fm-Ng
Show video in full. Approx 4mins.
A whistle stop tour
A whistle stop tour
What can you say in 140 characters?
It’s very “now”
Try and post a tweet once per day
Don’t post TOO often
Say something useful and strategic
Design a background
Ads are coming…
Re-tweet to build relationships
Hootsuite – use to schedule Tweets
What can you say in 140 characters?
It’s very “now”
Try and post a tweet once per day
Don’t post TOO often
Say something useful and strategic
Design a background
Ads are coming…
Re-tweet to build relationships
Hootsuite – use to schedule Tweets
Not just for “the kids”
Listen first, what are others saying about you?
Talk to people about your work - far more relevance to private client teams as dealing directly with people
Share your culture and build personality
Integrate video & twitter
Hypertargeted adverts -
Estimated reach 64,780 people who live in the United Kingdom who live within 40 kilometres of Bristol or Bath between the ages of 35 and 55 inclusive who are married
Change that to 60+ then you’re looking at 4.580
Can do the same with Google, Linkedin and Twitter (although none so well as Facebook)
Personal development
Networking
Research
Profile raising
Being able to send your CV out to everyone without looking odd!
Developing referrals - over 900 private client solicitors in the UK on Linkedin, in the Bristol area alone there are over 112 IFAs and 477 accountants
Wills and Estates Planning groups
STEP
Trusts and Estates groups
6 groups about family law UK
Same on mediation and ADR
189 groups for solicitors
Law society
GWE Business West
Advanced search on people helps to target and research.
Can do Boolean searches:
X NOT Y
X AND Y
+ = must include, - = must not include
“xys”
“xyz” AND (joe OR bloggs)
Very specific. Hyper target.
Why did I spend so much time going through the other things? Link them all up. One point of data entry to cover off twitter and facebook and linkedin.
Not a new fangled thing = how people are communicating.
Time - everyone is sitting there either worrying about not having enough time or worrying that people will spend too much time on it.
First - tackling not having enough time
Second - tackling spending too much time
Will be sending you an email with the slides, a ‘getting started on Linkedin guide’ and also a list of UK law firms on Twitter… so you can have a nose.
Set a small, do-able goal and give it a go, measure and try again.
