Mythbus(ng	  Social	  Media	  	  Have	  You	  Maximized	  	  Your	  Online	  Marke(ng	  Yet?	  By	  Michelle	  Golden	  
ISP/!email!19!www!21!Blogs!14!LinkedIn!10!Twitter& FB !7!Google!16!
Boomers	  and	  the	  Web	  2000	  •  40%	  use	  internet	  •  28%	  of	  internet	  popula(on	  •  24%	  online	  daily	...
flickr	  |	  thomaschung	  
flickr	  |	  fuzzyscalyman	  You’re Doingit Wrong!
Comm	  (not	  SM)	  policy	  Components:•  Liability disclaimers*•  General communications/behavior*•  Internet & email po...
Skip	  the	  middleman	  •  Pay	  for	  space	  •  Pray	  for	  space	  •  Use	  your	  space	  
Blogs:	  holy	  grail	  of	  marke(ng	  	  goldenprac(ces.com	   9	  But	  publishing	  w/out	  engaging	  is	  merely	  p...
WHAT	  HASN’T	  CHANGED?	  
 the	  on-­‐going	  process	  of	  	  1)	  ensuring	  repeat	  business	  from	  	  	  	  	  	  exis(ng	  clients	  2)	  a...
Secret	  Formula	  V	  +	  	  C	  +	  R	  
flickr	  |	  lydiaboote	  	  
4	  Ps	  of	  Online	  all	  marke(ng.	  •  Purpose	  •  Passion	  •  Persistence	  •  Paying	  A^en(on	  flickr | nhanusek
Pick	  your	  purpose	  1.  Business	  development	  (V	  +	  C	  +	  R)	  •  Build/strengthen	  business	  rela(onships	 ...
currentcredibilityfutureR&Dreferrersflickr	  |	  wwworks	  
Firm	  PG	  Indiv	  Indiv	  PG	  Indiv	  Indiv	  Indiv	  At	  Any/Every	  Level	  goldenprac(ces.com	   17	  
Current	  Clients	  COIs	  New	  Biz	  Credibility	  Skill/Svc	  Dev	  Expecta,on	  Management	  Conversa,ons/Listening	  ...
Current	  Clients	  COIs	  New	  Biz	  Credibility	  Skill/Svc	  Dev	  Expecta,on	  Management	  Conversa,ons/Listening	  ...
Levels	  of	  marke(ng	  Passive	  (set	  &	  forget)	  Resource/	  Expert	  Proac,ve	  Outreach	  LEADS	  INVOLVEMENT	  
Do	  fewer	  things	  be^er	  Leverage	  Mul(ple	  Channels	  •  Print	  •  Phone	  •  Events	  •  Paid	  media	  •  Earne...
Channels:	  online	  &	  off	  BLOGS	  YOUR	  FILES:	  YOUR	  URLS:	  WWW	  
Great	  content.	  Preven(on	  ©	  2010	  Golden	  Prac(ces	  Inc	   28
Passion	  makes	  the	  difference	  
MEET:	  the	  tools	  
Which	  tool	  for	  what?	  www.slideshare.net/goldenm/comparing-­‐social-­‐media-­‐tools	  
Facebook	  for	  rela(onships	  •  Being	  “real”	  
•  Reconnect	  (transient)	  •  Who	  knows	  whom?	  (minus	  context)	  	  •  Load	  up	  &	  look	  up	  (mini-­‐CRM)	 ...
Cocktail	  party/BBQ	  
Should	  I	  go	  “Premium”	  
Twi^er	  for	  news	  &	  ideas	  goldenprac(ces.com	   36	  
Blogs:	  IC	  demo,	  archive,	  connect	  goldenprac(ces.com	   37	  
WHERE	  TO	  HANGOUT	  
Choosing	  a	  niche	  •  Prac(ce	  composi(on,	  industry	  	  IDEAL	  •  Service	  mix	  •  Enjoyment	  level	  	  •  S...
Start	  here	  40	  
Den(stry	  (Alltop)	  
Blog	  to	  follow/interact	  with	  
Financial	  post	  to	  link	  to	  MORE	  TO	  EXPLORE!	  
Search	  •  Google	  and	  Google	  Blog	  Search	  •  “Dental	  associa(ons”	  •  “Dental	  community	  online”	  •  “Den...
Google	  you	  goldenprac(ces.com	   45	  
Share	  liberally	  •  Stuff	  they	  (and	  you)	  take	  for	  granted	  	  like	  judgments	  applied	  in	  day-­‐to-­‐...
IT’S	  NOT	  	  ABOUT	  YOU	   Buy this cuzyou kick ass.Buy this cuz wekick ass.
Your	  job	  =	  reassure	  buyers	  Am	  I	  making	  the	  right	  decision?	  •  Helpfulness	  &	  accessibility	  •  C...
Focus	  on	  what	  they	  care	  about	  What	  You	  	  Do	  What	  They	  Do	  
•  PSK	  blog?	  50	  
IS	  IT	  WORKING?	  
Measuring	  engagement	  •  Where	  did	  it	  appear?	  •  Who	  said	  it?	  •  What	  was	  said?	  (categorize,	  clip...
Interact!	  Be	  the	  real	  you.	  •  LinkedIn	  •  Introduc(ons	  &	  recommenda(ons	  (don’t	  use	  automated)	  •  C...
michelle@goldenprac(ces.com	  goldenprac(cesinc.com	  goldenprac(ces.com	  (blog)	  @michellegolden	  (twi^er)	  More	  In...
ASPPA social media
ASPPA social media
ASPPA social media
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ASPPA social media

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Session delivered at American Society of Pension Planners and Actuaries WBLF meeting in Austin June 12, 2013

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ASPPA social media

  1. 1. Mythbus(ng  Social  Media    Have  You  Maximized    Your  Online  Marke(ng  Yet?  By  Michelle  Golden  
  2. 2. ISP/!email!19!www!21!Blogs!14!LinkedIn!10!Twitter& FB !7!Google!16!
  3. 3. Boomers  and  the  Web  2000  •  40%  use  internet  •  28%  of  internet  popula(on  •  24%  online  daily  •  <5%  online  mul(ple  (mes/day  2010  •  74%  use  internet  •  32%  of  internet  popula(on  •  69%  online  daily  •  36%  online  mul(ple  (mes/day  Source:  PEW  Internet  &  American  Life  Project  •  ©  2010  Golden  Prac(ces  Inc   4Source: PEW Internet & American Life Project, Mar, 2010
  4. 4. flickr  |  thomaschung  
  5. 5. flickr  |  fuzzyscalyman  You’re Doingit Wrong!
  6. 6. Comm  (not  SM)  policy  Components:•  Liability disclaimers*•  General communications/behavior*•  Internet & email policies*•  Specific social-media related guidance7  Handout  &  h^p://slidesha.re/golden-­‐policy  
  7. 7. Skip  the  middleman  •  Pay  for  space  •  Pray  for  space  •  Use  your  space  
  8. 8. Blogs:  holy  grail  of  marke(ng    goldenprac(ces.com   9  But  publishing  w/out  engaging  is  merely  passive  marke(ng  And  engaging  w/out  publishing  is  missing  a  huge  opportunity  1.  Can  just  engage  2.  Can  just  publish  
  9. 9. WHAT  HASN’T  CHANGED?  
  10. 10.  the  on-­‐going  process  of    1)  ensuring  repeat  business  from            exis(ng  clients  2)  appealing  to  poten(al  clients    Michelle GoldenMarke(ng  is…  goldenprac(ces.com   11  
  11. 11. Secret  Formula  V  +    C  +  R  
  12. 12. flickr  |  lydiaboote    
  13. 13. 4  Ps  of  Online  all  marke(ng.  •  Purpose  •  Passion  •  Persistence  •  Paying  A^en(on  flickr | nhanusek
  14. 14. Pick  your  purpose  1.  Business  development  (V  +  C  +  R)  •  Build/strengthen  business  rela(onships  •  Interact,  share  •  Credibility  •  Build  team,  recrui(ng  2.  Customer  service/reputa(on  (V  +  C  +  R)  •  Create  proac(ve  fan  base  •  Monitor  •  Make  problems  right  3.  Just  to  learn  (passive,  but  OK  to  start)  (some  V)  
  15. 15. currentcredibilityfutureR&Dreferrersflickr  |  wwworks  
  16. 16. Firm  PG  Indiv  Indiv  PG  Indiv  Indiv  Indiv  At  Any/Every  Level  goldenprac(ces.com   17  
  17. 17. Current  Clients  COIs  New  Biz  Credibility  Skill/Svc  Dev  Expecta,on  Management  Conversa,ons/Listening  Debriefs  (BARs/AARs)  Delega,on  Face  Time  Industry/Org  Par,cipa,on  Succession/Transi,on  Service  Grid  Conversa,ons/Listening  Clarify  Messages  (educate)  Face  Time/Follow-­‐up  Reciprocity/Reward  (track)  Target  Innova,on  (new  solu(ons/  products,  dev  processes,  improve  effec(veness)  Con,nuing  Ed  (new,  advanced)  Apply  Industry  Knowledge  (id  KPIs/sector,  studies,  surveys)  Worthiness  of  Trust    (behavior,  impression,  respectable  ext/int)  Competence    (write,  speak,  lead)  Capability  Evidence    (case  studies,  tes(monials,  representa(ve  clients,)  Involvement    (visible  in  core  markets)   ID/Study/Refine  Conversa,ons/Listening  Face  Time/Follow-­‐up  Demonstrate  Relevance,  Credibility,  Trustworthiness  goldenprac(ces.com   18  Personal  Marke(ng  Plans  
  18. 18. Current  Clients  COIs  New  Biz  Credibility  Skill/Svc  Dev  Expecta,on  Management  Conversa,ons/Listening  Debriefs  (BARs/AARs)  Delega,on  Face  Time  Industry/Org  Par,cipa,on  Succession/Transi,on  Service  Grid  Conversa,ons/Listening  Clarify  Messages  (educate)  Face  Time/Follow-­‐up  Reciprocity/Reward  (track)  Target  Innova,on  (new  solu(ons/  products,  dev  processes,  improve  effec(veness)  Con,nuing  Ed  (new,  advanced)  Apply  Industry  Knowledge  (id  KPIs/sector,  studies,  surveys)  Worthiness  of  Trust    (behavior,  impression,  respectable  ext/int)  Competence    (write,  speak,  lead)  Capability  Evidence    (case  studies,  tes(monials,  representa(ve  clients,)  Involvement    (visible  in  core  markets)   ID/Study/Refine  Conversa,ons/Listening  Face  Time/Follow-­‐up  Demonstrate  Relevance,  Credibility,  Trustworthiness  goldenprac(ces.com   19  Personal  Marke(ng  Plans  
  19. 19. Levels  of  marke(ng  Passive  (set  &  forget)  Resource/  Expert  Proac,ve  Outreach  LEADS  INVOLVEMENT  
  20. 20. Do  fewer  things  be^er  Leverage  Mul(ple  Channels  •  Print  •  Phone  •  Events  •  Paid  media  •  Earned  media  •  Organiza(onal  ac(vi(es  •  Internet  •  Email  •  Website  &  Blog  •  Social  Web  Channels  
  21. 21. Channels:  online  &  off  BLOGS  YOUR  FILES:  YOUR  URLS:  WWW  
  22. 22. Great  content.  Preven(on  ©  2010  Golden  Prac(ces  Inc   28
  23. 23. Passion  makes  the  difference  
  24. 24. MEET:  the  tools  
  25. 25. Which  tool  for  what?  www.slideshare.net/goldenm/comparing-­‐social-­‐media-­‐tools  
  26. 26. Facebook  for  rela(onships  •  Being  “real”  
  27. 27. •  Reconnect  (transient)  •  Who  knows  whom?  (minus  context)    •  Load  up  &  look  up  (mini-­‐CRM)  •  Reasons  to  reach  out  (no(fica(ons)  •  Moderate  interac(on  (easy)  •  Demo  exper(se  (answers  &  groups)  •  Front  of  mind  (unobtrusive)  •  Research  (mee(ng  prep)  goldenprac(ces.com   33  LinkedIn  is  all  biz  
  28. 28. Cocktail  party/BBQ  
  29. 29. Should  I  go  “Premium”  
  30. 30. Twi^er  for  news  &  ideas  goldenprac(ces.com   36  
  31. 31. Blogs:  IC  demo,  archive,  connect  goldenprac(ces.com   37  
  32. 32. WHERE  TO  HANGOUT  
  33. 33. Choosing  a  niche  •  Prac(ce  composi(on,  industry    IDEAL  •  Service  mix  •  Enjoyment  level    •  Scalability  •  Capacity  •  Compe((on  •  Economy  39  CHOICES,  CHOICES  
  34. 34. Start  here  40  
  35. 35. Den(stry  (Alltop)  
  36. 36. Blog  to  follow/interact  with  
  37. 37. Financial  post  to  link  to  MORE  TO  EXPLORE!  
  38. 38. Search  •  Google  and  Google  Blog  Search  •  “Dental  associa(ons”  •  “Dental  community  online”  •  “Dental  forum”  •  “Dental  conference”  •  “Den(st  prac(ce  management”  •  Look  for  blogs,  blog  rolls,  groups,  events,  associa(on  news,  resource  lists  •  LinkedIn:  “Den(st  groups”  and  events  •  Twi^er:  “Den(st”  “dental”  “den(stry”  and    “den(st  tweetups”  or  “den(st  tweetchat”  •  Facebook,  Amazon,  Slideshare,  YouTube  –  seek  dental-­‐prac(ce  management  and  other  industry  topics  
  39. 39. Google  you  goldenprac(ces.com   45  
  40. 40. Share  liberally  •  Stuff  they  (and  you)  take  for  granted    like  judgments  applied  in  day-­‐to-­‐day  work  •  Address  “common  ques(ons”    (if  answers  aren’t  already  in  abundance)  •  Clear  up  misconcep(ons  •  Change  paradigms  •  Share  as  you  learn  goldenprac(ces.com   46  
  41. 41. IT’S  NOT    ABOUT  YOU   Buy this cuzyou kick ass.Buy this cuz wekick ass.
  42. 42. Your  job  =  reassure  buyers  Am  I  making  the  right  decision?  •  Helpfulness  &  accessibility  •  Coolness  factor  •  You  “Get”  them  •  Synergy  •  Third-­‐party  opinions  •  Evidence  of  knowledge  
  43. 43. Focus  on  what  they  care  about  What  You    Do  What  They  Do  
  44. 44. •  PSK  blog?  50  
  45. 45. IS  IT  WORKING?  
  46. 46. Measuring  engagement  •  Where  did  it  appear?  •  Who  said  it?  •  What  was  said?  (categorize,  clip  file)  •  Was  it  about  par(cular  dept  or  person?  •  Was  it  posi(ve,  neutral,  or  nega(ve?  •  Did  it  include  reference  to  page?  Which?  •  Who  responded?  How  fast?  (clip)  
  47. 47. Interact!  Be  the  real  you.  •  LinkedIn  •  Introduc(ons  &  recommenda(ons  (don’t  use  automated)  •  Congrats  &  follow-­‐up  •  Twi^er  •  Tweetups  &  tweetchats  •  Facebook  •  Events  &  “likes”  •  All  •  Correspond!  •  Video  (skype,  face(me)  goldenprac(ces.com   55  
  48. 48. michelle@goldenprac(ces.com  goldenprac(cesinc.com  goldenprac(ces.com  (blog)  @michellegolden  (twi^er)  More  Info:  slideshare.net/goldenm  

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