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How do you create competitive advantage
with your company and clients?

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  • Agenda for presentation…tell them what you are going to tell them.
  • Social Media, So what? Social Media, your business, Why does it matter? Net Promoter, why you came…
  • Ultimate question Bulls eye, dollars, book title of slide how you drive your business would you recommend my company to a friend Net Promoter, benefits: improve scores, rating fans, refer a friend to your business, people are doing business with people. Are you using it to market your firm? 50% of firms are using it! When bulls eye comes in a note also should say, it’s where ever you get your $$$ from What tools do we have to get us there? Animate this as the last piece.
  • Society of …lead my Ron Worth, sponsored white papers…
  • How do firms use social networking. Marketing firms are using Ask: If you are , How are you using it? Inform or educate the public and your current customers Provide customer service or help using a product or service Convey a sense of company personality and Culture Entertain readers and customers Drive users to take action Encourage dialogue with current and potential customers
  • Social media enables frustrated customer to instantly post their frustrations Negative comments and posts are easier for companies to find with social media. Hence those companies have more time to focus on the solution rather than spending time finding the problem. Social media is helping to drive the transformation of mobile devices being the dominant internet access point instead of computers. Inferior companies can no longer hide behind massive marketing budgets.
  • Linked In Dominates ! 40% of respondents used social networking for recruiting, Not all marketers are knowledgeable or familiar about their firms’ recruiting practices Not all marketers are knowledgeable or familiar about their firms’ recruiting practices.
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  • Use this talk about twitter About ½ hour, Old rule of thumb was that a person who had a bad experience would tell 6-10 people about it. If you take that and assume that 10% of the people following someone will pass it along, then you get the # 10 (100x.10 = 10) 10 people will be influenced directly If those 10 also have 100 followers and only 5% pick it up, then another 50 will be influenced indirectly, and so it goes on down the line.
  • So what? The U tube video, how could you use instructional video’s, to drive your brand …competitive advantage, brand
  • Linked in, drives brand people, use Ron Worth’s profile…
  • Use Ron Worth for Twitter use him and his followers and show the exponential growth…
  • So what?
  • Change the graphic
  • Change graphics change the orange
  • eMail Marketing Employees are bombarded with eMails What do you do with all these emails? You Delete them!
  • Doesn’t’ like this slide, whose responsibility is social media Use handheld device image, job sites, construction images change image on right
  • Good slide
  • Life at HOK Blog: received inquiries from people looking for jobs. Online friendships and conversations are better connecting HOK’s people around the firm – fostering collaboration. Facebook – HOK Careers on Facebook has 400 fans, designed to give recruits an opportunity to be a part of HOK’s Facebook Community and ask questions about what it’s like to work there LinkedIn: Secondary tool to Facebook, allows employees to professionally network with each other and potential clients VisualCV: is a supplementary recruiting tool to the firms careers homepage. Allows applicants to submit interactive multimedia resumes.
  • Facebook Queen Chief Executive Tweeter Lord of the Flickr
  • We want to have a public life and a private life, social media does away with that. What should you do? At least fix your web site. What can you do? Like Coke/Mentos The good get better, the bad get found out.
  • Social Media puts your firm where customers can find you, talk about you, buy from you • The right location, the right story, the right tactics = profits • From seekers of customers, to seekers of solutions! • Online and Word of Mouth
  • How Social Networking can be used by your firm Monitor and stay abreast of social media in general, and social media in your industry in particular . Monitor your reputation online Establish policies, guidelines, and training.
  • Foster open, two way conversations than unilateral …put in speakers notes, Social media enables a 2 way conversation (key point) Consumers are looking for recommendations…. Today 76% of consumers rely on what others say, while 15% rely on advertising. How Social Networking can be used by your firm Monitor and stay abreast of social media in general, and social media in your industry in particular . Monitor your reputation online Establish policies, guidelines, and training. p. 59, points 3 and 6 social media is the new inbox Consumers want to take ownership of your brand and brag about your products, let them P. 87, point 1, open, two way conversations than unilateral …put in speakers notes, Social media enables a 2 way conversation (key point) P 118, consumers are looking for recommendations…. Today 76% of consumers
  • Add image of all the web sites Add pic of each of HOK’s sites.
  • Social Media

    1. 1. <ul><li>How do you create competitive advantage </li></ul><ul><li>with your company and clients? </li></ul>Social Media
    2. 2. <ul><li>Agenda </li></ul><ul><li>Social revolution – video </li></ul><ul><li>What determines competitive advantage? </li></ul><ul><li>Society of Marketing and Professional Services - White Paper </li></ul><ul><li>Social Media – How does it fit? </li></ul><ul><li>Case Study HOK, Best Practices </li></ul><ul><li>How do we create competitive advantage? </li></ul><ul><li>Linkedin Workshop </li></ul>How do you create a competitive advantage with your company and clients? Social Media
    3. 3. <ul><li>http:// =sIFYPQjYhv8 </li></ul>Click on the image above to play Is Social Media a Fad? or The Biggest Shift since the Industrial Revolution? Social Media
    4. 4. How do you drive your Business? Social Media
    5. 5. How do you drive your Business? Social Media
    6. 6. How do you drive your Business? It’s about what you do. People talking to people…talking to people. Social Media
    7. 7. The Social Networking Tsunami
    8. 8. White Paper Social Networking for Competitive Advantage How professional services firms differentiate themselves to win work, recruit, and retain talent Regina M. Connell Barbara D. Shuck, FSMPS, CPSM Marion Thatch, FSMPS, CPSM July 2009 The content in this White Paper applies primarily to the following SMPS Domains of Practice: Domain 1: Marketing Research Domain 2: Strategic/Business/Marketing Planning Domain 3: Client and Business Development Domain 5: Promotional Activity
    9. 9. SMPS Foundation, White Paper, “Social Networking for Competitive Advantage,” July 2009, How Do Firms Use Social Networking? Marketing Professionals are using social media
    10. 10. What are your concerns about social media in your company? SMPS Foundation, White Paper, “Social Networking for Competitive Advantage,” July 2009, What Prevents Firms From Using Social Media?
    11. 11. 40% of respondents used social networking for recruiting SMPS Foundation, White Paper, “Social Networking for Competitive Advantage,” July 2009, What social networking sites are being used?
    12. 12. The Power of Social Media Power
    13. 13. ScanSource, Inc. How long does it take to get news?
    14. 14. More than 100 Million videos played daily 100,000 New videos added
    15. 15. 60+ Million Members with expectations to reach a Billion 2010 Revenue: $200+ Million
    16. 16. 15-20+ Million Unique Users (U.S.) 1,882% Growth
    17. 17. Exponential Growth in Communication 4,300 43,860 @BillPaolillo @JenTurner @themarketer @RonWorth @GC @architect @engineer
    18. 18. How Does Social Media Fit?
    19. 20. ScanSource, Inc. ScanSource, Inc. ScanSource, Inc. ScanSource, Inc. ScanSource, Inc. Wide Net = Interrupt Messaging
    20. 21. Prospects using search tools for info Experts on Social Media platforms Customer habits changing Our techniques must change MUCH better than interrupting! Be Where They Want, When They Want
    21. 22. ScanSource, Inc. ScanSource, Inc. ScanSource, Inc. ScanSource, Inc. ScanSource, Inc. ScanSource, Inc. Whose Responsibility is Social Media?
    22. 23. ScanSource, Inc. Look Overwhelming? Custom mix for your company Where are your partners communicating?
    23. 24. ScanSource, Inc. Where to Start?
    24. 25. <ul><li>Social Media applications serve as indirect marketing , recruitment and retention tools </li></ul><ul><li>In 2008, HOK’s launched it’s “Blue Ocean Idea Board, which solicits entrepreneurial ideas from employees </li></ul><ul><li>Corporate communications manages HOK Network including: </li></ul><ul><ul><li>HOK Careers Facebook Page </li></ul></ul><ul><ul><li>YouTube </li></ul></ul><ul><ul><li>Flickr photo </li></ul></ul><ul><ul><li>LinkedIn firm profile </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li>VisualCV and, </li></ul></ul><ul><ul><li>Twitter </li></ul></ul><ul><li>BLOG </li></ul><ul><ul><li>Goal ↑ recruitment and retention </li></ul></ul><ul><ul><li>March 2009 43,000 visits, & 120,000 page views </li></ul></ul><ul><ul><li>Visitors from 60 countries since launch in 2008 </li></ul></ul>Case Study: HOK
    25. 33. <ul><li>Corporate team wrote the “blogger manifesto” </li></ul><ul><ul><li>Outlines etiquette and confidentiality </li></ul></ul><ul><ul><ul><li>Client confidentiality </li></ul></ul></ul><ul><ul><ul><li>Professionalism </li></ul></ul></ul><ul><ul><ul><li>Mutual respect </li></ul></ul></ul><ul><ul><ul><li>Good taste </li></ul></ul></ul><ul><ul><ul><li>Recruiting is marketing and marketing is recruiting </li></ul></ul></ul><ul><li>Corporate communications staff </li></ul><ul><ul><li>Small staff of 4 managing online social network </li></ul></ul>HOK Best Practices
    26. 34. What Happens in Vegas… • Fish Bowl • Evaluate • How you run your business becomes your marketing campaign. The Customer is in Charge
    27. 35. 80% of Decision Makers and 75% of Contributors believe THEY found their Solution Provider! The Customer is in Charge! (Fix your Website) 80% We found Solution Provider 20% Solution Provider found us 75% We found Solution Provider 25% Solution Provider found us
    28. 36. <ul><li>Monitor and stay up to date on Social Media </li></ul><ul><li>Monitor your online reputation </li></ul><ul><li>Establish employee policies </li></ul><ul><li>Train employees </li></ul><ul><li>Update your website and social media accounts </li></ul>If you do nothing, do this…
    29. 37. <ul><li>Social media is the new inbox </li></ul><ul><li>Social Media enables a two way conversation </li></ul><ul><li>Clients are looking for recommendations </li></ul><ul><li>Consumers want to take ownership of your brand and brag about your products and services, let them </li></ul>How do you create competitive advantage?
    30. 38. THANKS For Today! William Paolillo, 917-423-5653 [email_address] Joseph Iele, 516-551-0958 [email_address] One of the best policies I've seen is from Coca-Cola . It isn't just a policy, rather, it guides behavior. It can be downloaded from;   We've used this as a basis for the social media policies we've written for members of the AEC industry. Linkedin Workshop
    31. 39. <ul><li>1. Profile – Your Personal Brand in Google </li></ul><ul><li>2. Websites – How to build your page-rank </li></ul><ul><li>3. Summary – Your Promise to Deliver </li></ul><ul><li>4. Applications </li></ul><ul><ul><ul><li>Amazon Books </li></ul></ul></ul><ul><ul><ul><li>Slideshow Presentation </li></ul></ul></ul><ul><li>5. Group Diving </li></ul><ul><li>6. Be an Expert – Answer Questions </li></ul><ul><li>7. Interactive Session </li></ul>LinkedIn Tune-up Profile
    32. 40. <ul><li>Increase your visibility. </li></ul><ul><ul><li>By adding connections, you increase the likelihood that people will see your profile first when they're searching for someone to hire or do business with. In addition to appearing at the top of search results (which is a major plus if you're one of the 67,000 product managers on LinkedIn), people would much rather work with people who their friends know and trust. </li></ul></ul><ul><li>2. Improve your connect-ability. </li></ul><ul><ul><li>Most new users put only their current company in their profile. By doing so, they severely limit their ability to connect with people. You should fill out your profile like it's an executive bio, so include past companies, education, affiliations, and activities. You can also include a link to your profile as part of an email signature. The added benefit is that the link enables people to see all your credentials. </li></ul></ul><ul><li>3. Improve your Google PageRank. </li></ul><ul><ul><li>LinkedIn allows you to make your profile information available for search engines to index. Since LinkedIn profiles receive a fairly high PageRank in Google, this is a good way to influence what people see when they search for you. To do this, create a public profile and select 'Full View.' Also, instead of using the default URL, customize your public profile's URL to be your actual name. To strengthen the visibility of this page in search engines, use this link in various places on the web. For example, when you comment in a blog, include a link to your profile in your signature. </li></ul></ul><ul><li>4. Enhance your search engine results. </li></ul><ul><ul><li>In addition to your name, you can also promote your blog or website to search engines like Google and Yahoo! Your LinkedIn profile allows you to publicize websites . There are a few pre-selected categories like ' My Website', ' My Company,' etc. If you select 'Other', you can modify the name of the link. If you're linking to your personal blog, include your name or descriptive terms in the link, and voila! instant search-engine optimization for your site. To make this work, be sure your public profile setting is set to 'Full View.' </li></ul></ul><ul><li>5. Don't cut and paste your resume. </li></ul><ul><li>LinkedIn hooks you into a network, not just a human resources department. You wouldn't hand out your resume before introducing yourself, so don't do it here. Instead, describe your experience and abilities as you would to someone you just met. Also, write for the screen, in short blocks of copy with visual or textual signposts. </li></ul>Ten Tips on Building a Strong Profile
    33. 41. 6. Explain your experience. Help the reader grasp the key points. Briefly say what the company does and what you did or do for them. Picture yourself at that conference again. After you've introduced yourself, how do you describe what you do, what your company does? Us those clear, succinct phrases here and break them into visually digestible chunks. 7. Write a personal tagline. That line of text under your name is the first thing people see in your Profile . It follows your name in search hit lists. It's your brand. (Note: your e-mail address is not a brand!) Your company's brand might be so strong that it and your title are sufficient. However,you might need to refine your professional personality into a more eye-catching phrase that describes who you are at a glance. 8. Ask and answer questions “Become the Expert”. Thoughtful questions and useful answers build your credibility. The best ones give people a reason to look at your Profile. Make a point of answering questions in your field to establish your expertise, raise your visibility, and most important, to build social capital with people in your network. You may need answers to a question of your own down the road. 9. Put your elevator pitch to work. Go back to your conference introduction. That 30-second description, the essence of who you are and what you do, is a personal elevator pitch. Use it in the Summary section to engage readers. You've got 5-10 seconds to capture their attention. The more meaningful your summary is, the more time you'll get from readers. 10. Point out your skills. Think of the Specialties field as your personal search engine optimizer. It is an avenue to refine the ways people find and remember you. This searchable section is where that list of industry buzzwords from your resume belongs. This is also the place to display particular abilities and interests, the personal values you bring to your professional performance, or even a note of humor or passion. Ten Tips on Building a Strong Profile
    34. 42. Ways CEOs Use LinkedIn How can a CEO or other executive use LinkedIn? There are over 145,000 CEOs on LinkedIn with executives from all 500 of the Fortune 500 companies. CEO's on LinkedIn have an average of 28 connections. CEOs are getting more effective hires, more efficient sales, and better use of their networks. This is because LinkedIn makes it easier to manage relationships. They can check out prospective partners, find experts, close sales, identify potential employees, contact media, and research competitors-and spend less time doing it. They control who sees their connections, their questions, and their experience. If you are a CEO, here are seven tasks LinkedIn can help you do better: 1. Help your team. LinkedIn puts your network to work for your whole team, when you and your team members connect with each other. Suppose one of your salespeople is calling on a new prospect. She searches for the company on LinkedIn and sees that one of your connections knows the VP of purchasing. She can leverage the trust of that connection to build her relationship with the customer. Net result: You accelerate your business. 2. Manage the demands for your time. Someone wants to meet with you to pitch a service. A group wants you to speak at an event. Is that person or group relevant to your needs? Are they Legitimate? Are they a good contact for you? LinkedIn makes it easy to check them out before committing. A quick search reveals anyone you know in common, gives you a capsule impression, and helps you allocate that valuable time. 3. Hire smarter. Looking for new talent? The best people aren't always looking; they may already be employed. As a result, some of your best hires come from referrals-from people you and your employees trust. With LinkedIn you can leverage your employees' networks to find more talent. After all, great people know other great people. 4. Check references with one click. The best time to check out potential hires is before you meet them. Do it afterwards and the tendency is to use references to validate the decision process. Validate the pool of applicants before they jump in by searching for their LinkedIn Profile. You can also run reference checks the candidate, just by searching for people who have worked at their previous companies. By the way, reference checking also comes in handy when you're considering an acquisition. 5. Find and reach experts fast. LinkedIn is a rich directory of experts that you can tap into when you're looking for a critical skill set or need to perform market research. By using the advanced search page you can find a specialist on almost every topic, industry or company . LinkedIn's InMail messaging system allows you to reach out to them directly. 6. Gather competitive intelligence. Contacting former employees of a company is a great way to conduct competitive research. Perform an advanced search for company name and uncheck the 'Current Companies Only' box to find people who used to work at a company . This is also a good way of recruiting employees with experience at particular companies. 7. Gain insight. Use LinkedIn Questions to solicit input and gain perspective from your connections or from the broader LinkedIn community. Learn how others approach new markets, revamp processes, and resolve problems. You can also use it to , find funding, question industry experts and draw on the collective knowledge of your trusted connections-and their connections .
    35. 43. THANKS For Today! William Paolillo, 917-423-5653 [email_address] Joseph Iele, 516-551-0958 [email_address]
    36. 44. <ul><li>Ayers, Phoebe, Charles Matthews, Ben Yates. How Wikipedia Works: and how you can be a part of it . California: No Starch Press, Inc., 2008. </li></ul><ul><li>Blood, Rebecca. We’ve Got Blog, Massachusetts: Perseus Publishing, 2002. </li></ul><ul><li>Burrows, Terry. Blogs, Wikis, MySpace and More. Illinois: Chicago Review Press, Inc., 2007. </li></ul><ul><li>Bruns, Axel. Blogs, Wikipedia, Second Life, and beyond: from production to produsage . New York: Peter Lang Publishing, Inc., 2009 </li></ul><ul><li>Connell, Regina M.; Shuck, Barbara D.; Thatch, Marion (2009). Social Networking for Competitive Advantage (SMPS Foundation White Paper). New York, NY: SMPS Foundation. </li></ul><ul><li>Fitton, Laura, Michael E. Gruen, Leslie Poston. Twitter for Dummies . New Jersey: Wiley Publishing, Inc., 2009. </li></ul><ul><li>Gardner, Susannah. Buzz Marketing with Blogs for Dummies . New Jersey: Wiley Publishing, Inc., 2005. </li></ul><ul><li>Hall, Robert E. Digital Dealing . New York: W.W. Norton & Company, Inc., 2001 </li></ul><ul><li>Israel, Shel. Twitterville . New York: Penguin Group, 2009. </li></ul><ul><li>McFedries, Paul. Twitter Tips, Tricks, and Tweets . Indiana: Wiley Publishing, 2009. </li></ul><ul><li>Mezrich, Ben. Accidental Billionaires . New York: Doubleday, 2009. </li></ul><ul><li>Micek, Deborah, Warren Whitlock. Twitter Revolution: How social media and mobile marketing is changing the way we do business & market online . Nevada: Xeno Press, 2008. </li></ul><ul><li>Qualman, Erik. Socialnomics . New Jersey: John Wiley & Sons, 2009 </li></ul><ul><li>Sahlin, Doug, C. Botello. YouTube for Dummies . New Jersey: Wiley Publishing, Inc., 2007. </li></ul><ul><li>Schwartz, Evan I. Webonomics . New York: Broadway Books, 1997. </li></ul><ul><li> </li></ul>Appendix