Building Business with Social Media


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  • How people communicate, Target like-minded prospects, Communicate with customers
  • Where Are They Cyclically?StudentsHow Do They Use Social Media? Older audience may not want to engage in “make a video” contest Older audiences appear low on “Creator” scale.
  • Social media is about people, not logos. How will you let down your guard? If you’re a small company, congratulations, this should be pretty easy. If you’re a big company, how can you act small again?
  • Lots of ways to measure social media success, so make sure you determine your key metrics BEFORE you get started. I recommend picking three solid metrics to track. Appropriate metrics differ based on what your objective is for the program.
  • Tweets are text-based posts of up to 140 characters in length which are displayed on the user's profile page and delivered to other users who have subscribed to them (known as followers).
  • Here is how Tiwtter is used to promote a white paper…..
  • Look up fulfillment groups… add and take that screenshots
  • Here is an example of how John Foley used LinkedIn Groups to pose a question…… and gain leads!
  • I asked the question in the beginning how many folks are using social media today for business building or working with custoemrs, prospects or peers?What about listserve?
  • Chris brogan analogy
  • 1) Start slow. The number of tools available can be overwhelming. Pick one or two, learn them, and move on. You’re not going to tackle the whole world overnight.2) Just do it. There are plenty of excuses not to try, but social media is an experiment. You don’t know what does work until you find out what doesn’t work.3) Be yourself. Don’t be a fake person or a robot. If people fall in love with you on a personal level, they are certainly going to want to do business with you on a professional level.
  • QR Goes to VIDEO SERIES: USING SOCIAL MEDIA TO BUILD BUSINESS interlinkONE’s President and CEO, John Foley, Jr. presented “Using Social Media to Build Business” at the NAQP 2009 Conference in Austin, Texas.Here are a few of the highlights:
  • Building Business with Social Media

    1. 1. How to Use Social Media to Build Your Business<br />By John Foley, Jr. <br />
    2. 2. John Foley, Jr.<br />Established two companies:<br />interlinkONE (CEO)<br />GrowSocially (CEO/CMO)<br />Grow Socially<br />Specializes in online marketing and social media with <br />Marketing strategy, campaign development, execution, real-time relationship-building and measurement.<br />Phone: 978-674-8081<br />Email:<br />Online at:<br /><br /><br /><br />Thank you to @jaybaer & @chrisbrogan<br />
    3. 3. Speaking Engagements – Past Events<br />
    4. 4. Shameless Plug<br />
    5. 5. Shameless Plug<br />
    6. 6. Overview<br />What is Online Marketing<br />Inbound Marketing<br />Social Media Marketing<br />
    7. 7. What is Online Marketing?<br />Website<br />Search Engine Optimization<br />Search Engine Marketing<br />Social Media<br />
    8. 8. Search Engine Optimization<br />Becoming more searchable<br />Using specified keywords<br />Consistently updating <br />Using linksto other pages of site or other websites <br />Search Engine Marketing<br />Pay-Per-Click<br />What is…?<br />
    9. 9. Community<br />Conversation<br />Networking<br />Marketing<br />Relationships<br />Customer Service<br />Immediate Information<br />Platform<br />What is Social Media?<br />
    10. 10. Why Use Social Media <br />More prospects to sell to<br />Generate interest in your brand<br />Build your brand<br />Loyalty<br />Position your company<br />Customer Service<br />Another Channel<br />
    11. 11. Take Your Website to the Next Step<br />Social-friendly, searchable<br />Interactive<br />Blogs<br />Comments<br />Landing Page<br />eNewsletter Sign-Ups<br />Widgets<br />Calls to action for people to raise their hand <br />
    12. 12. Widgets<br />Appealing to the eye<br />Creative<br />Interactive<br />Different<br />Can be a call to action <br />
    13. 13. Widgets<br />
    14. 14. Widgets<br />
    15. 15. Inbound and Outbound Marketing Work Together<br />COMPANY WEBSITE<br />Whitepapers,<br />eBooks Downloads<br />eNewsletter Sign-Ups<br />Comments & Questions on Blog<br />Info/Inquiries<br />Webinar <br />Sign-Ups<br />Social Media<br />SEO<br />DM/Flyer<br />E-mail<br />Links<br />Other<br />3500 <br />Visitors<br />CRM<br />2000 <br />Visitors<br />800 <br />Visitors<br />100 <br />Visitors<br />
    16. 16. Social Media Marketing Plan <br />Describe Business and Its Goals<br />Know Your Audience<br />The One Thing<br />Humanize Your Brand<br />Content Resource & Distribution Strategy <br />Measure Your Success<br />Strategy <br />Before <br />Tactics!<br />
    17. 17. Know Your Audience <br />Who Are They?<br />Where Are They Cyclically?<br />How Do They Use Social Media? <br />
    18. 18. Define Target Audience<br />Prospecting<br />Customer Service<br />Partner Management<br />Audience Acquisition <br />Discover<br />Engage<br />Get Found<br />Your Target Audience – It’s Important<br />
    19. 19. Is everyone interested in the same communication?<br />I still e-mail<br />I love my mail<br />I use Facebook,<br />Twitter & LinkedIn<br />I’m on Twitter<br />I Google for my information <br />Where are your prospects and customers getting their information?<br />
    20. 20. How Will You Humanize Your Brand?<br />
    21. 21. How to Measure Success?<br />How many <br />LEADS!<br />Downloads<br />eNewsletter Sign-Ups<br />Blog Comments<br />Questions<br />Shared Links<br />Re-Tweets<br />Followers<br />Site Traffic<br />
    22. 22. Get Noticed<br />Optimize / Social Friendly<br />Landing Pages<br />Offers<br />Emails <br />Polls<br />eNewsletters<br />Nurture<br /> Engage<br /> Conversation<br />Convert<br />Product?<br />Service?Asset?<br />Nurture<br /> Engage<br /> Conversation<br />Convert<br />$<br />$<br />Direct Mail, Magazines, Internet Ads, E-Mail<br />Convert / Measure<br />$<br />$<br />Integrated Multi-Channel Marketing<br />TOOLS<br />Action - Publish - Engage – Converse - Share<br />Questions or Comments?<br />Phone 1.800.948.0113<br />Email<br />Questions or Comments?<br />Phone 1.800.948.0113<br />Email<br />22<br />Copyright © 2010 Grow Socially, Inc. All Rights Reserved.<br />Copyright © 2010 Grow Socially, Inc. All Rights Reserved.<br />22<br />
    23. 23. What Are These Sites, Anyways? <br />
    24. 24. Top 4 Channels for PSPs<br />LinkedIn: Chamber of commerce networking event<br />Facebook: House party with a business effect<br />Twitter: Block Party<br />YouTube: Your own TV Station<br />
    25. 25. What is Twitter?<br />Share what you are doing in 140 characters or less<br />A social messaging utility for staying connected in real-time<br /><br />
    26. 26. Spread the Word<br />
    27. 27. Pros<br />Cons<br />Easy to use<br />Great lead generation tool<br />Reach a large amount of people<br />Position yourself as a thought leader<br />Communicate and engage in another marketing channel<br />Easy to find target audience<br />Great customer service tool<br />Measurable<br />Requires a Human Resource<br />Time and effort<br />Works best when you are consistent <br /> What will you post?<br />Spam<br />
    28. 28. Best Practices<br />Actively participate & engage<br />Share information! Pictures, links, videos<br />Be a thought leader, be yourself, show the human side of your business<br />Use tracking tools like,,<br />Review efforts & measure results<br />
    29. 29. What is Facebook?<br />A free social network used by people & companies<br />Companies can host pages and groups to self-promote<br /><br />
    30. 30. Get Yourself Out There<br />Creating a page involves:<br />Logo<br />Name<br />Content<br />
    31. 31. Pros<br />Cons<br />Requires Human Resource<br />Time and effort<br />Spam (fans, games)<br />Not obvious how to measure success<br />If things go bad.<br />Extension of Company Website<br />“Human” side <br />People share<br />Post articles, videos, pictures, etc.<br />Stay on “top of the mind”<br />Event Promotion<br />Discussion Boards<br />
    32. 32. Best Practices<br />Actively promote your page<br />Seek out friends and fans<br />Share information<br />Must be active<br />Variety: Pictures, links, videos<br />
    33. 33. What is YouTube?<br />Video-sharing website on which users can upload and share videos.<br /><br />
    34. 34. Set up a Gallery<br />
    35. 35. Big Production<br />VS<br />Business Casual <br />More approachable, more interesting, more diversified, more updates! <br />
    36. 36. Pros<br />Cons<br />Risk poor reviews?<br />Time spent getting videos done<br />Need to promote it<br />Free! <br />Improves SEO<br />“Personal” side <br />Can create viral marketing opportunity <br />Track views and links to your videos<br />
    37. 37. Best Practices<br />Customize look and feel of your channel<br />Keep videos short – 1 to 3 minutes<br />Keep up variety: from educational to funny<br />Stay consistent with posting frequency<br />Must go Casual<br />
    38. 38. What is LinkedIn?<br />A business-oriented social networking site <br />Mainly used for professional networking<br />Has more than 43 million registered users, spanning 170 industries<br /><br />
    39. 39. Dashboard<br />
    40. 40. Profile<br />
    41. 41. Join & Participate in Groups<br />
    42. 42. Post a Question<br />
    43. 43. Pros<br />Cons<br />Requires a human resource<br />Time and effort<br />Lack of knowledge<br />Need to participate<br />Free! <br />Prospecting<br />“Engagement tool<br />Track views and links to your articles<br />
    44. 44. Best Practices<br />Connect with prospects and customers<br />Use the question and answer section to find and provide help<br />Become active in the groups!<br />Content is King<br />Post self-promotional items – news and events<br />
    45. 45. Humanizing<br />Improves SEO<br />Keywords<br />Links <br />Updated Information<br />Give Expertise<br />Updates on CompanyActivities<br />Sharing Information<br />Blogs<br />
    46. 46. Four Fundamentals of All Five tools<br />Build your network<br />Engage with the network you have built<br />Be consistent<br />Track and analyze<br />
    47. 47. Keywords<br />Improves SEO<br />Narrows down what your site is about<br />The more, the better<br />
    48. 48. You<br />Your Website is Homebase<br />
    49. 49. Engage and Nurture – The Ongoing Conversation<br /> QR Search Social<br /> Codes E-mail Website RSS Flash Banner Engines Media<br />Direct Mail<br />Radio/TV<br />Magazines<br />Posters<br />Flyers<br />Labels<br />Other<br />Personalization<br /> Campaign<br /> Management<br /> Reporting<br /> Administration <br /> Automation<br />Your Website<br />SMS MMS PDA Blackberry<br />
    50. 50. Integrating content creation, distribution, customer engagement, and measurement of your marketing efforts can increase campaign effectiveness.<br />
    51. 51. You need Staff<br />You need a plan<br />How Do You Get Started?<br />InHouse<br />OutSource<br />Do you have a marketing plan<br />Create one<br />
    52. 52. Marketing Calendar<br />Announce on website<br />Mail -Monthly Newsletter<br />Send out flyers to clients <br />Email eNewsletter (Announce)<br />Tell colleagues you’re attending <br />Expo Event<br />8AM-6PM<br />Send thank you cards<br />Enter new contacts in Excel <br />
    53. 53. Marketing Calendar<br />Create Post, Link back to website<br />Announce on website<br />Announce on <br /> &<br />Mail -Monthly Newsletter<br />Send out flyers to clients <br />Connect with Keynote Speakers on<br />Email eNewsletter (Announce)<br />Comment on event’s <br /> page<br />Share event article on<br />Announce booth # with <br />video post<br />Tell colleagues you’re attending <br />Share event article on<br />Expo Event<br />8AM-6PM<br />Join in on event’s hashtag<br />Send thank you cards<br />Enter new contacts in Excel <br />Follow-Up with <br />Post & Post Pictures<br />Share speaking presentation on<br />Friend new contacts on<br />
    54. 54. Inbound and Outbound Marketing Work Together<br />COMPANY WEBSITE<br />Whitepapers,<br />eBooks Downloads<br />eNewsletter Sign-Ups<br />Comments & Questions on Blog<br />Info/Inquiries<br />Webinar <br />Sign-Ups<br />Social Media<br />SEO<br />DM/Flyer<br />E-mail<br />Links<br />Other<br />3500 <br />Visitors<br />CRM<br />2000 <br />Visitors<br />800 <br />Visitors<br />100 <br />Visitors<br />
    55. 55. Questions?<br />Contact me at:<br /><ul><li>
    56. 56. 978-674-8081
    57. 57.
    58. 58.
    59. 59.
    60. 60.</li></li></ul><li>Direct Impact<br />
    61. 61. Areas of Marketing Spending Growth in the Next 12 Months According to US Marketers, July 2009 (% change)<br />
    62. 62. Social Media Tactics Used by US Small Businesses, Dec. 2009 (% of respondents)<br />
    63. 63.
    64. 64. Social Networking Sites on Which US Online Retailers Maintain a Presence, April 2009 (% of total*)<br />
    65. 65. Allocation of Online Marketing Budget According to US Marketers, Nov. 2009 (% of total)<br />
    66. 66. Conversion Rates for Online Content Shared by Internet Users Worldwide, by Sharing Method, Q3 2009<br />
    67. 67. US Companies Using Blogs for Marketing Purposes, <br />2007-2012 (% of total)<br />
    68. 68. US Internet Users Who Search on Brand Product Terms, by Ad Exposure, 2009 (% of total)<br />
    69. 69. Percent of Marketing Budget Spent on Social Media According to US Marketers, August 2009 & February 2010 (% of total) <br />
    70. 70. Social Media Marketing Tactics US Small Businesses Integrated with Their E-Mail Marketing Campaigns in 2009 (% of respondents)<br />
    71. 71. Percent of Marketing Budget Spent on Social Media According to US Marketers, August 2009 & February 2010 (% of total)<br />
    72. 72. Social media and E-Mail Marketing Integration Tools Used by SMB Marketers Worldwide, 2009 & 2010 (% of respondents in each group)<br />
    73. 73. Main Reason for Implementing a Social Media Strategy According to US Marketing Professionals, April 2010 (% of respondents)<br />
    74. 74. Successful Twitter Marketing Tactics Used by B2B and B2C Marketers Worldwide, Sept. 2009 (% of respondents)<br />
    75. 75. Marketing Tactics on Which Business Executives Worldwide Plan to Increase Spending, Nov. 2009 (% of respondents) <br />
    76. 76. Successful Facebook Marketing Tactics Used by B2B and B2C Marketers Worldwide, Sept. 2009 (% of respondents)<br />
    77. 77. Level of Social Media Marketing Engagement by US B2B vs. B2C Marketers, March 2010 (% of respondents)<br />
    78. 78. US Online Social Network Advertising Spending, by Venue, 2009 & 2010 (millions and % of total)<br />
    79. 79. More than “What’s For Lunch”<br />
    80. 80. Final Thoughts<br />What to remember.<br />
    81. 81. Getting started<br />Start slow. <br />Just do it. <br />Be yourself. <br />
    82. 82. Who is already there?<br />There’s a place for you too.<br />Start today.<br />interlinkONE Copyright 2009<br />
    83. 83. Quotes<br />Debbiedee5People, communication, prospects, sales leads, business relationships<br />AudraPinkerton Social media has connected me with great people, keep in touch when clients move and 2 RFPs!<br />
    84. 84. Have we had success?<br />Since end of 2008…..<br />…. From 0 – 4000 between corporate and individual accounts for Twitter Followers<br />…. 10K+ have clicked on our links, downloaded our ebook, our whitepaper, from social media sites alone!!!<br />50+ prospects in pipeline directly from twitter…<br />
    85. 85. Let Others Tell Your Story<br />Word-of-mouth marketing has expanded…<br />If you have a great company, product or service, people will spread that message for you.<br />Deliver relevant information, and people will return the favor.<br />
    86. 86. The Marketing Mix<br />“Do not lose sight on the fact that social media is simply one part of a successful marketing mix.<br />“Traditional marketing mediums must still be used to reach everyone in your audience.”<br />“Target the right audience, using the right channel(s), the relevant media(s), and the right response channel(s).<br />
    87. 87. Resources for you<br /> (search conversations)<br /> (search by Title & Position)<br /> (help managing Twitter)<br /> (for blogging and website)<br /> (leading blogger on social media)<br /> (for daily charts and statistics)<br /> (for case studies and advice)<br />Google it, Bing it, Yahoo it.<br />“What’s #sxsw?” / “What’s a twitter feed?” / “Using facebook in business”<br />
    88. 88. John Around The Web<br />Create QR’s for free -<br /><br /><br /><br /><br />