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Social Media Strategies for Professionals by Jay Palter


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Social media tools offer unprecendented marketing and reputational development opportunities for professionals who depend on building their business through trust and referrals. This presentation offers background on social media and practical tactics for using SM tools.

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Social Media Strategies for Professionals by Jay Palter

  1. 1. Social Media Strategies for Professionals Jay Palter 27 July 2010
  2. 2. Presentation Overview <ul><li>Who is this guy? </li></ul><ul><li>What is Social Media? </li></ul><ul><li>Why should I care? </li></ul><ul><li>Tools of the trade </li></ul><ul><li>Strategy & tactics </li></ul><ul><li>Q&A/Discussion </li></ul>
  3. 3. <ul><li>Professional experience: </li></ul><ul><li>Insurance producer, managing partner </li></ul><ul><li>VP technology services corp </li></ul><ul><li>Web development </li></ul><ul><li>Marketing and Public Relations </li></ul><ul><li>Environmental policy advocate </li></ul><ul><li>Philosopher </li></ul>Who is this guy? <ul><li>Online experience: </li></ul><ul><li>1988: Started using email </li></ul><ul><li>1994: Started Internet training business </li></ul><ul><li>1996: Started web development business </li></ul><ul><li>2003: Started blogging </li></ul>
  4. 4. What is S ocial M edia? <ul><li>Synthesis of new and traditional media </li></ul><ul><li>that incorporates advertising, public relations, </li></ul><ul><li>customer service, marketing, sales, and </li></ul><ul><li>community relations. </li></ul>More about sociology, less about technology.
  5. 5. What is S ocial M edia? <ul><li>Content: </li></ul><ul><li>Written material </li></ul><ul><li>Images, charts & graphics </li></ul><ul><li>Interviews and talks </li></ul><ul><li>Ads (audio & video) </li></ul><ul><li>Powerpoint decks </li></ul><ul><li>Raw data </li></ul><ul><li>Meta-Content: </li></ul><ul><li>Analysis of articles </li></ul><ul><li>Comments </li></ul><ul><li>Discussions </li></ul><ul><li>Sharing of content </li></ul><ul><li>User-creative </li></ul><ul><li>Applications </li></ul>Socialization of content
  6. 6. Characteristics of S ocial M edia <ul><li>Many to many , NOT one to many (broadcast) </li></ul><ul><li>Dialogue , NOT monologue </li></ul><ul><li>Conversations , NOT messaging </li></ul><ul><li>Open , NOT closed </li></ul><ul><li>Pull , NOT push </li></ul><ul><li>Disruptive technology affecting all media </li></ul>
  7. 10. Principles of Social Media <ul><li>Trust is crucial </li></ul><ul><li>Beware the Long Tail </li></ul><ul><li>Rethink Control </li></ul>
  8. 11. The Trust Principle <ul><li>The ultimate customer is one who </li></ul><ul><li>has given you his or her trust. </li></ul><ul><li>Trust is earned by an overall </li></ul><ul><li>great experience with a </li></ul><ul><li>foundation of authenticity, open </li></ul><ul><li>communication, knowledge and </li></ul><ul><li>value. </li></ul>Mitch Joel – Six Pixels of Separation
  9. 12. The Trust Economy <ul><li>Transparency and openness </li></ul><ul><li>Consistency and reliability </li></ul><ul><li>Personality and authenticity </li></ul><ul><li>Earned, not bought </li></ul><ul><li>Slow and steady </li></ul>RELATIONSHIPS COMMUNITY CONVERSATIONS
  10. 14. The Long Tail Effect <ul><li>Content is &quot; permanent &quot; and archived </li></ul><ul><li>Search is most common way to find content </li></ul>
  11. 15. Rethinking Control <ul><li>A new understanding of control is needed </li></ul>Can you respond? What appears in search Is your brand inspiring? User-generated content Are you participating? Online conversations Here is what you CAN control Here is what you cannot control
  12. 16. Why should I care?
  13. 18. Why should I care? We are the people formerly known as the audience.
  14. 19. Why should I care? <ul><li>Reach a wider audience </li></ul><ul><li>Forge stronger relationships </li></ul><ul><li>Be top of mind </li></ul><ul><li>Common interests grow natural market </li></ul><ul><li>If not you, then your competitors </li></ul><ul><li>Risk looking out-of-touch, or worse, that you do not care </li></ul>
  15. 20. Why should I care as a (financial or other) professional? <ul><li>Essence of business is relationship </li></ul><ul><li>Trust and engagement critical to success </li></ul><ul><li>B2B referral networks are backbone </li></ul><ul><li>SM tools are moving into mainstream </li></ul><ul><li>Real opportunities exist for leadership </li></ul>
  16. 21. Tools of the trade
  17. 22. Social Media Tools Site/Application Description Type CrowdSpring Creative, coding Crowdsourcing Stumbled Upon, Digg, Reddit Curating Link sharing iPhone Functionality Widgets/Apps Wikipedia Knowledge Wikis Deviantart Images, graphics Creative sharing Flickr, YouTube Photos, videos, PowerPoints Content sharing FaceBook, LinkedIn Connections Social networks Apple iTunes, blogs Audio/video feed Podcasts, vlogs Twitter Text feed Microblogs, lifestreams Wordpress, Blogger Writing, articles, opinion, knowledge Blogs
  18. 23. Where to start? Analyze & pitch Ignore? Build trust Source: Forrester So now you know who, why and how, you should have a good idea of what to use. Wikis? Facebook? Twitter? Flickr? T echnology How will relationships with your customers change? What will be expected of you as a company? How will you handle negative comments? S trategy What exactly are you trying to achieve? Increase in sales? Brand repositioning? Better customer service? And how will you measure your success? O bjectives Who are you trying to reach? Who is your audience? Where do they hang out? What is the best way to reach them? P eople
  19. 24. How to use the tools <ul><li>Branding: YOU are your brand </li></ul><ul><ul><li>Subject matter expert </li></ul></ul><ul><ul><li>Customer service and problem solving </li></ul></ul><ul><ul><li>Personality sells (but stay professional) </li></ul></ul><ul><li>Promote, promote, promote </li></ul><ul><ul><li>90/10 rule </li></ul></ul><ul><ul><li>People you help will want to help you </li></ul></ul>
  20. 25. Tool Tips <ul><li>Be honest and transparent </li></ul><ul><li>Be a good listener </li></ul><ul><li>Play fair, attribute and acknowledge </li></ul><ul><li>Comment respectfully </li></ul><ul><li>Schedule SM time </li></ul><ul><li>Ask for help </li></ul><ul><li>Avoid the Intern Trap </li></ul>
  21. 26. Case Study <ul><li>Financial professional </li></ul><ul><li>Want more referrals </li></ul><ul><li>Subject matter expertise </li></ul><ul><li>Tactical steps: </li></ul><ul><ul><li>Enhance web site, add blog </li></ul></ul><ul><ul><li>LinkedIn and FaceBook connections </li></ul></ul><ul><ul><li>Use email list and Twitter to drive traffic </li></ul></ul><ul><ul><li>Comment on related industry blogs </li></ul></ul>
  22. 27. Tips for Blogging <ul><li>Content, content, content </li></ul><ul><li>Content can be written and/or curated </li></ul><ul><li>Embed images, links and video </li></ul><ul><li>Comment, comment, comment </li></ul><ul><li>Use and Google Analytics </li></ul><ul><li>Feedburner for subscribers </li></ul><ul><li>Show personality, stay professional </li></ul>
  23. 28. Tips for Social Networks <ul><li>Consistent identity (photo/name/profiles) </li></ul><ul><li>LinkedIn for business </li></ul><ul><li>FaceBook for personal </li></ul><ul><li>Use updates and status to link to blog </li></ul><ul><li>Show personality, stay professional </li></ul>
  24. 29. Strategic use of social media <ul><li>Write rich content and publish to blog </li></ul><ul><li>Shorten URL with </li></ul><ul><li>Post LinkedIn update/FaceBook status </li></ul><ul><li>Send short URL to email list </li></ul><ul><li>Visit topical sites and add comments </li></ul><ul><li>Tweet short URL with relevant hashtags </li></ul>
  25. 31. Twitter Case Study <ul><li>Real estate broker </li></ul><ul><li>Wants more leads, more clients </li></ul><ul><li>Expertise: market conditions </li></ul><ul><li>Tactical steps: </li></ul><ul><ul><li>Enhance web site, add blog, social networks </li></ul></ul><ul><ul><li>Tweet about market conditions (9 times) </li></ul></ul><ul><ul><li>Tweet about free first time buyers seminar you are offering (10 th time) </li></ul></ul>
  26. 32. Tips for Twitter <ul><li>Remember the 90/10 rule </li></ul><ul><li>Experiment with Twitter </li></ul><ul><li>Listen and follow </li></ul><ul><li>Search and explore </li></ul>
  27. 33. 13 things you can do now for FREE <ul><li>Find out where your target market goes online </li></ul><ul><li>Find out what your competitors are doing online </li></ul><ul><li>Create/Update LinkedIn profile </li></ul><ul><li>Create/Update FaceBook profile </li></ul><ul><li>Create/Update Google profile </li></ul><ul><li>Start blogging and add links to relevant sites </li></ul><ul><li>Share videos, screencasts and PowerPoints </li></ul><ul><li>Set up a Twitter account and start following/tweeting </li></ul><ul><li>Comment on relevant blog sites </li></ul><ul><li>Set up Google Analytics and start tracking </li></ul><ul><li>Install mobile apps and start using them </li></ul><ul><li>Create an account and Digg relevant stories </li></ul><ul><li>Podcast and/or host a video blog </li></ul>
  28. 34. Or take one step and... <ul><li>Hire a coach </li></ul><ul><li>To develop your natural skills </li></ul><ul><li>To focus and guide your efforts </li></ul><ul><li>To answer your questions </li></ul><ul><li>To keep you on track </li></ul><ul><li>To encourage you </li></ul><ul><li>To help you respond appropriately </li></ul>
  29. 35. jay palter senior consultant [email_address]