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Vistage presentation | May 10, 2012


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Presentation provided for Vistage (Dallas, Texas). Social Media 201.

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Vistage presentation | May 10, 2012

  1. 1. The “How To” Social Media Overview Tips | Tricks | Platforms | Tactics Digital Space Consulting April 2012“Nobody ever got a client sitting at home waiting for the phone to ring.” - Me
  2. 2. The lines aren’t airplanes - they represent the real time, constant flow of data across the world
  3. 3. B2B – Social Media 201.5 Creating Your DigitalFootprint… Digital Space Consulting Create. Connect. Engage.
  4. 4. Wait…About Me• Integrated marketing firm with over 10 years of direct advertising agency experience• Extensive expertise in core marketing – including: – Local search marketing – Pay Per Click (Google AdWords) – Search Engine Optimization – Insights and Web Analytics (Google Analytics) – Marketing Strategy – Brand Positioning – Targeting/Segmentation• Plus – I’m a dad, husband, and sports junkie• I sat in your spot and used tools like these to build my business….• And, If I wasn’t doing this - I’d love to be a PGA tour player, or storm chaser
  5. 5. Agenda• A little background• What’s this social media thing and why should I care – I’m not 22• What tools, platforms, and services should I care about• What is my short and long term strategy• How do I create the “social media me” and build my brand authority• What are the five things I can do today to impact my digital footprint, engage with my customers, and manage my time• But first – Two little videos to help set the mood….. • Social media revolution • Man in the chair
  6. 6. Nice video – but seriously, is it really like that? • 695,000 Facebook status updates • 1,500 blog posts • 13,000 iPhone apps downloaded • 100+ new LinkedIn accounts • 694,455 Google searches • 98,000 Tweets
  7. 7. The New Reality…. I was suppose to write something witty here… But the reality is this If companies don’t know you’re out there, you never get the OPPORTUNITY to beconsidered The Customer Is In CONTROLYour company, product, service, brand, reputation, etc. is now a search result…
  8. 8. The “How To” Social Media forBusiness Hello World……
  9. 9. The Big 5 of Social Media
  10. 10. 3 easy ways you can leverage social media• Market intelligence • Understand your customer and competitor • Track keyword mentions for your products/services• Identify opportunities • Listen for keywords • Find influencers • Find prospects who are trying to find you• Build thought leadership • Become an expert in your niche • Grow your tribe / create authorityLinkedIn is a great place to learn what businesses are talking about; Twitteris a great place to learn what businesses are bitching about. – Paul Gilllin
  11. 11. Market intelligence • Overview • The biggest opportunity – develop a holistic picture of your competitive environment • Best practice – set up a social media dashboard • The information you get back is only as good as the keywords you search • What you can track • Blogs • Twitter mentions (keyword, or #hashtag) • Regulatory filings • Facebook, LinkedIn, and vertical social networks (Yelp, Trip Advisor) • Discussion forums (LinkedIn Q&A, Quora, Meetup)Tactic Platform(s)Track keyword mentions for your products/services Google Alerts / TwitterTrack keyword mentions for your competitors Google Alerts / TwitterListen when customers/prospects talk about your product/service Twitter / Socialmention.comListen for opportunities to help solve a problem Twitter / LinkedIn (Q&A/Groups)
  12. 12. Identify opportunity• Overview • Scope out opportunities for expanding existing business, or finding new markets • Listen to what your customers, vendors, and partners are talking about• A couple of ideas to help get you started:Tactic Platform(s)Track hashtags for conferences, topics, brands, etc. Twitter (Hootsuite monitoring )Track keywords/phrases across the web for specific mentions Twitter (Hootsuite monitoring) / LinkedIn Google AlertsFollow people/companies on Twitter based on their profile (Paid tool)description, location, or what they tweet about (Lists hundreds of CEO/COO/CFO’s on Twitter)Track mentions for, “does anyone know?” or “can anyone Twitter (Hootsuite monitoring)recommend?”
  13. 13. Build thought leadership through blogging Overview • Create visibility and credibility as an authority If companies don’t know you’re out • Choose a topic in which you have an interest / issues that interest there, you never get others the opportunity to be • Don’t be frustrated by the number of blogs already present considered…. • Quickly gain ground by simply maintaining an active positing schedule • Your goal is to educate and informTactic Platform(s)Create alerts when content about your topic is pushed to the web Google AlertsCreate content filters that automatically sends you top content based on Google Readeryour niche, industry, topicLearn which content your network values/shares Alltop / Digg / Google Insights / Twitter / SocialMention.comHave content written for you based on your keyword(s), niche / ReliableWriters.comCreate platform to push content directly to your social network Wordpress / Posterous / Ping.fmSource content from authoritative sites and send directly to your network TwitterFeed.comautomatically (RSS feeds)
  14. 14. And here is how I make it work
  15. 15. A few other ideas…. • Find out which advertising platforms are driving the most revenue with call tracking • Let your customers tell you how your doing, what they want, or what they think with a simple survey • Let clients/prospects quickly set-up meetings with you based on open times from your calendar • Store on the cloud and make your data accessible from your desktop, laptop, tablet, or smart phone (individual, team, enterprise options available) • Track user intent and behavior of your website
  16. 16. So How Do I Build My Brand……All you need… is a PLATFORM
  17. 17. What do I need to do first? Create profiles – engage • Become a student of each platform • Engage and start conversations – offer help and answer questions • Make sure that your profile is updated • Share useful content such as articles, etc. that your target market would value • Write your profiles for who you are, what you’re about, and how you help • Include keywords that are relevant to your type of business • Optimize your profiles to let customers, partners, vendors, and maybe some ex’s find youGo ahead, ask the question - What’s the ROI of social media???
  18. 18. Social Media ArchitectureInes Hegedus-Garcia: Blogger (Realtor)
  19. 19. And sometimes it looks something like this
  20. 20. Bottom Line: Make a Home – Claim Your Social Space – Start Engaging Be findable – What happens when someone Google’s your name? Offer help and answer questions Share useful content (Articles, Blogs) Become a student of each platform
  21. 21. Start Writing – Drive Google• Demonstrate expertise and commitment to your industry, profession, and community • Develop your personal voice • Searchable forever within Google • Multiple touch points: RSS, email, on your website • Content is king!!!!• Top places to contribute • LinkedIn Questions & Answers • LinkedIn Groups • Yahoo Answers • Comment on blogs: • Directories:, • Facebook postings
  22. 22. Start Listening – Drive EngagementPeople are using the Internet to talk about your brand and your products – areyou listening? Listening is easier then you think, and you don’t have to buy anexpensive monitoring tool to do it, either. LinkedIn Signal – one of the most powerful sources to find shareable content. what people are saying about you on Twitter? Facebook? Blogs? Forums? No problem. Want to know
  23. 23. Have A Game Plan • Create profiles (Facebook, Twitter, LinkedIn) • Establish a simple one page website ( • Post your philosophy, passion, experience • Create a blog (WordPress, Blogger, Posterous) • Tip: Make sure they’re all in your name, or contain your name • Questions you should always be asking yourself • Who are you writing for? • What is the purpose? • What is the call to action? • What are you measuring? The key is to make yourself visible on the Internet – through your website, by blogging, and via value based use of social media.Platform Tools Description Sunday Monday Tuesday Wednesday Thursday Friday SaturdayLinkedIn Anwers, company follow,Twitter Search Search.twitter, wefollow,, KW search listorious.comTwitter Posting HootSuite Idea, questions, articles,Facebook Posting HootSuite Build community
  24. 24. That was a lot….Can we organize the chaos ?• What you will be able to do • Schedule tweets/Facebook/LinkedIn posts automatically • Manage multiple social profiles •
  25. 25. Two Last Things + My Warning
  26. 26. 2 Find Out What People Are Searching For - Find your top 3-5 terms - People search (LinkedIn) - Google Insights1 Create Profiles - Optimize profiles - LinkedIn 3 - Add keywords to headlines, titles, - Facebook descriptions, summary, skills, links to - Twitter websites, bios, etc. 4 Find Stuff To Say / Organize Content - Google Alerts - Google Reader - LinkedIn News/Signal - Twitter List/ Listorious - 5 Say Something - Hootsuite - LinkedIn - Twitter Measure - Facebook 6 - # Followers - # Connections - # LinkedIn Views - # LinkedIn Searches
  27. 27. Site A Google Site B Reader Site C Connections Search Query Google LinkedIn Alerts Groups Search Query Business Intelligence Signal Dashboard Followers (HootSuite) News LinkedIn Twitter Hashtags Groups Connections News Social Mention Facebook Fan Pages Events Blog/Comment Groups Listorious Hashtags Twitter Twitter ListsCreated by Digital Space Consulting
  28. 28. Social Media Must Be A Part of Your MarketingStrategy• Gain visibility • Unlimited access to professionals , organizations, prospects, and customers in your target market• Provide transparency • Being open and honest allows you to connect with others on common ground• Helps you “give to get” • Ask for help only after offering help to others the majority of time• Allow “nobodies” to become somebodies • Create and cultivate your personal brand
  29. 29. My Warning• It’s your brand - Own it• Once you engage – you have to stay engaged• Build community and fans will expect you to be available• Expect raving fans who will want to get involved• You don’t have to do everything – do something• Perfection is the enemy of good
  30. 30. My ResourcesTop Tools Professional Content/Design Automation Tools • • • • • • • • • • • • Google Alerts • Google Alerts • • Google Reader • Google Reader • • SocialMention.comBlogging Google Tools Who I Read • • Google Reader • Chris Brogan • • Google AdWords • Rand Fishkin • Google Analytics • Jason FallsEmail Services • Google Insights • Aaron Strout • • Google Trends • Brian Clark • Brian SolisTwitter Tools • Market Intelligence Top Resources • • • • • • • • Google Alerts/Reader • •
  31. 31. Personal Branding Workshop Social Build Your Build Your What others are Profile Authority Brand saying…LinkedIn optimization X X XKeyword research X X X “James is a true expert in the field of digital marketing and creatingBuild content stream X X X your brand.” – M. Schor, DirectorHootsuite integration X X “James has been a wonderfulSocial profile X X resource for my agency. He managed to increase our digitalContent automation X X presence by optimizing ourTwitter integration X website, Twitter, LinkedIn, and(200-500 followers) Facebook.” – D. Glacy, OwnerTwitter monitoring X “James provided exceptionalPersonal branding – X service in creating a social media(Adwords - $100 footprint for me in my jobcredit) search.” – C. Newsome, EngineerTime 1 hour 3 hour 5 hours
  32. 32. Questions – Let’s Connect 214.263.8522 James Loomstein, MBA
  33. 33. Digital Space Consulting @eDigitalSpace Thank You