Effective Personal Branding & Social Media in your Business Joint event between SMCRVA and HYPE (Greater Richmond Chamber...
Thank you all for coming
Thanks for the tweets #SMCRVA Updated 03/19/2010
Today’s Discussion <ul><li>The Swami Story </li></ul><ul><li>Social Media tools in your company </li></ul><ul><li>Network ...
Once Upon a time …..
And then the dreams came true …… Social Media Swami for  http://www.NetworkSolutions.com
Opportunities always exist  Customer  Support Program Management Product  Marketing Product Management Social  Media  Swam...
Always keep learning http://www.flickr.com/photos/thedepartment/137413905/   I studied at the Montgomery College   and use...
Help from unexpected quarters http://www.flickr.com/photos/loritingey/350043329/
Never Eat Alone
Social Media in your company
Become an expert yourself <ul><ul><li>You have to learn the tools </li></ul></ul><ul><ul><li>Spend your own time </li></ul...
Getting past the skeptics <ul><ul><li>No way to measure? Is there any ROI? </li></ul></ul><ul><ul><li>All these will pass ...
Traditional media usage is changing <ul><li>92%) use multiple platforms   </li></ul><ul><li>33% access news on their cell ...
Your customers are already on Social Media <ul><ul><li>Gartner : By 2014, social networking services will  replace e-mail ...
“ 69% percent of consumers who buy mostly online visit  social  networking sites” –  IBM e-Commerce Survey 2009
25% Small Business use social media presence – Doubled since last year <ul><ul><li>Network Solutions – University of Maryl...
Customers demand transparency This guy wants to make sure the book and the DVD are saying the same thing
Why Social Media ? <ul><li>Business Objectives   </li></ul><ul><ul><li>Connect with customers </li></ul></ul><ul><ul><li>G...
Challenges - Who is responsible <ul><li>http://flickr.com/photos/jjgardner3/3202924768/   Jimmy Gardner http://www.eastcoa...
Managing the conversation <ul><li>http://www.webinknow.com/2008/12/the-us-air-force-armed-with-social-media.html   </li></...
Get everyone on your side <ul><li>Take the lawyers to lunch </li></ul><ul><li>Have a well defined Social media policy </li...
We have our CEO on our side. Interests = March of the Dimes, Boats and Gators
Connections, Conversations, Conversions  <ul><li>Integrate Social media into your marketing campaign </li></ul><ul><li>Mak...
Make your email social  <ul><li>Consolidate all your contact lists </li></ul><ul><li>Tweet news about your email offers </...
Only 50% of Small business have websites Tip : Once you have your website your business is global Free websites from Netwo...
Add your social media channels to your website Encourage visitors to join your social media properties
Non-profits are very Social
Make your product pages shareable Add share options on product pages
Share your happy moments
Use Google Alerts as a business intelligence tool <ul><li>Get alerted to conversations about your product </li></ul><ul><l...
Build your profile in sites like Linkedin Links to your website and appear in searches for LinkedIn users Tip : Ask for re...
Document sharing Sites <ul><li>Docstoc – http://www.docstoc.com </li></ul><ul><li>Slide Share – http://www.Slideshare.net ...
Websites and Blogs Call to Action to visit the company website
Twitter Business Info here – Your conversations will lead your connections to your page Tip : Consider having a separate a...
Wouldn't you like to do business with a paratrooper ? Relevant business info on your Twitter page
If chips can have their own page so can you! Tip : A Facebook page is different from your personal profile. You can create...
Facebook <ul><li>Add a newsletter sign up widget </li></ul><ul><li>Give special Facebook offers </li></ul><ul><li>Ask for ...
Videos : Tell your Story Tip : Create a How to video, talk about your community Kodak Zi8 HD Pocket Video Camera 
Podcasts & Your Own Radio Shows Flickr photo by  Mark J Hunter   http://www.flickr.com/photos/tartanpodcast/283456030/   T...
Photos - Flickr Tip : Make your story interesting with pictures . Flickr cannot be used for commerce
Community Building strategy <ul><li>Survey your customers </li></ul><ul><ul><li>Surveymonkey </li></ul></ul><ul><ul><li>Tw...
Review Sites  Tips : Claim your profile , thank reviewers and answer any negative comments with grace
Social Customer Service
Social Media press release
Social bookmarking <ul><li>Delicious </li></ul><ul><li>Stumbleupon </li></ul><ul><li>Bizsugar </li></ul><ul><li>Amplify </...
Mobile strategy  <ul><li>The world has 1.4 Billion Tvs </li></ul><ul><li>2.5 billion cell phones </li></ul><ul><li>When pe...
Want to Start a Blog or Website here are some offers <ul><li>Transfer to Network Solutions 4 $6.99 using DOMSOCIAL3 | http...
Building a Positive Image Online with Social Media: The Network Solutions Experience
4 Point Social Media Strategy <ul><ul><li>Brand / Reputation Management </li></ul></ul><ul><ul><li>Connecting with Custome...
Social Media Implementation <ul><li>2 008 </li></ul>2009 2010 <ul><li>Changed negative online perceptions to neutral senti...
Top Three Accomplishments  <ul><li>Enjoying a positive sentiment online compared to the negative mentions in 2008. </li></...
Phase one: Listen  <ul><li>Team approach to response </li></ul><ul><li>Monitor using Radian6 and manual searches </li></ul...
Shift from High Negative to High Positive
Phase 2: Content Contributions  <ul><li>Blogs </li></ul><ul><ul><li>SolutionsArePower </li></ul></ul><ul><ul><li>Women Gro...
Phase 2: Blogs
Phase 2: Participation in Premier Social Media Events  http://www.flickr.com/photos/kyeung808/3851709164/sizes/l/
Phase 2: Small Business Success Index
Phase 2: GrowSmartBiz Events  <ul><li>Webinars (2) </li></ul><ul><li>Over 400+ attendees </li></ul><ul><li>20+ blog posts ...
Phase 2: Crisis Management Support <ul><li>Created an online forum to provide information to merchants and customers. </li...
Phase 2: Rebrand <ul><li>Created a social media advisory board </li></ul><ul><li>Used Twitter and blogs to market new rebr...
Phase 2: Training other advocates <ul><li>Social Media </li></ul><ul><li>Twitter </li></ul><ul><li>Blogging </li></ul><ul>...
What Does 2010 Hold? <ul><li>Drive more unique visitors to the storefront </li></ul><ul><li>Blogger outreach geared toward...
Thank you <ul><li>Shashi Bellamkonda  [email_address] </li></ul><ul><li>Twitter: @shashib </li></ul><ul><li>Small Business...
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  1. 1.  Effective Personal Branding & Social Media in your Business Joint event between SMCRVA and HYPE (Greater Richmond Chamber of Commerce)
  2. 2. Thank you all for coming
  3. 3. Thanks for the tweets #SMCRVA Updated 03/19/2010
  4. 4. Today’s Discussion <ul><li>The Swami Story </li></ul><ul><li>Social Media tools in your company </li></ul><ul><li>Network Solutions Case Study </li></ul><ul><li>Q&A </li></ul>
  5. 5. Once Upon a time …..
  6. 6. And then the dreams came true …… Social Media Swami for http://www.NetworkSolutions.com
  7. 7. Opportunities always exist Customer Support Program Management Product Marketing Product Management Social Media Swami Thank you Network Solutions for being a great place to work
  8. 8. Always keep learning http://www.flickr.com/photos/thedepartment/137413905/ I studied at the Montgomery College and used local libraries
  9. 9. Help from unexpected quarters http://www.flickr.com/photos/loritingey/350043329/
  10. 10. Never Eat Alone
  11. 11. Social Media in your company
  12. 12. Become an expert yourself <ul><ul><li>You have to learn the tools </li></ul></ul><ul><ul><li>Spend your own time </li></ul></ul><ul><ul><li>Find other enthusiasts/partners in crime </li></ul></ul><ul><ul><li>Invest time in attending offline events </li></ul></ul>
  13. 13. Getting past the skeptics <ul><ul><li>No way to measure? Is there any ROI? </li></ul></ul><ul><ul><li>All these will pass </li></ul></ul><ul><ul><li>They are not mainstream, nobody pays attention to them </li></ul></ul><ul><ul><li>We cannot not control the message, lack of consistency, danger of going haywire </li></ul></ul><ul><ul><li>You can only promote the company or products </li></ul></ul><ul><ul><li>Multiple stake holder approval of the message </li></ul></ul><ul><ul><li>Tools are expensive </li></ul></ul>Photo Credit : http://www.flickr.com/photos/jonnygoldstein/2546693421/
  14. 14. Traditional media usage is changing <ul><li>92%) use multiple platforms  </li></ul><ul><li>33% access news on their cell phones. </li></ul><ul><li>28% of internet users have customized their home page  </li></ul><ul><li>37% of internet users have contributed to the creation of news </li></ul>http://www.pewinternet.org/Reports/2010/Online-News.aspx
  15. 15. Your customers are already on Social Media <ul><ul><li>Gartner : By 2014, social networking services will replace e-mail as the primary communications vehicle for 20 % of business users. </li></ul></ul><ul><ul><li>With 400M users Facebook could be the 3rd largest country in population (China and India are larger for now) </li></ul></ul><ul><ul><li>LinkedIn Now 60 Million Strong </li></ul></ul><ul><ul><li>Nearly three quarters (73%) of online teens and (72%) of young adults use social network sites </li></ul></ul><ul><ul><li>http://www.gartner.com/it/page.jsp?id=1293114 </li></ul></ul><ul><ul><li>http://www.pewinternet.org/Reports/2010/Social-Media-and-Young-Adults.aspx </li></ul></ul>
  16. 16. “ 69% percent of consumers who buy mostly online visit  social  networking sites” – IBM e-Commerce Survey 2009
  17. 17. 25% Small Business use social media presence – Doubled since last year <ul><ul><li>Network Solutions – University of Maryland Small Business Success index http://growsmartbusiness.com </li></ul></ul>See the full study at http://www.GrowSmartBusiness.com
  18. 18. Customers demand transparency This guy wants to make sure the book and the DVD are saying the same thing
  19. 19. Why Social Media ? <ul><li>Business Objectives </li></ul><ul><ul><li>Connect with customers </li></ul></ul><ul><ul><li>Get ideas, trends, buzz </li></ul></ul><ul><ul><li>Find peers and network </li></ul></ul><ul><ul><li>Easy distribution of content </li></ul></ul><ul><ul><li>Greater reach </li></ul></ul><ul><ul><li>New Clients </li></ul></ul><ul><li>Investment /Results </li></ul><ul><ul><li>Free (requires time commitment) </li></ul></ul><ul><ul><li>Flexible options </li></ul></ul><ul><ul><li>Help Your Search Engine Rankings   </li></ul></ul><ul><ul><li>Traffic to your website / business </li></ul></ul><ul><ul><li>Good Word of mouth </li></ul></ul><ul><ul><li>Leads </li></ul></ul>
  20. 20. Challenges - Who is responsible <ul><li>http://flickr.com/photos/jjgardner3/3202924768/ Jimmy Gardner http://www.eastcoastblogging.com </li></ul><ul><li>Make the whole organization responsible for social media </li></ul><ul><li>Recruit story tellers </li></ul><ul><li>Training </li></ul><ul><li>Teach people “How to “ </li></ul>
  21. 21. Managing the conversation <ul><li>http://www.webinknow.com/2008/12/the-us-air-force-armed-with-social-media.html </li></ul><ul><li>Engage with both positive and negative feedback </li></ul><ul><li>Encourage your customers to get social with you </li></ul><ul><li>Ask your employees to participate </li></ul>
  22. 22. Get everyone on your side <ul><li>Take the lawyers to lunch </li></ul><ul><li>Have a well defined Social media policy </li></ul><ul><li>Resource http://wiki.altimetergroup.com/page/Social+Media+Policies </li></ul><ul><li>Find internal bloggers and other Social media enthusiasts and gain their support </li></ul>
  23. 23. We have our CEO on our side. Interests = March of the Dimes, Boats and Gators
  24. 24. Connections, Conversations, Conversions <ul><li>Integrate Social media into your marketing campaign </li></ul><ul><li>Make your existing marketing collateral social </li></ul><ul><li>Engage with your existing customers </li></ul>Tip : Tweet to your followers when you are sending a great offer in your email newsletter
  25. 25. Make your email social <ul><li>Consolidate all your contact lists </li></ul><ul><li>Tweet news about your email offers </li></ul><ul><li>Make your email available online </li></ul>Tip : Add your social media links to your email signatures
  26. 26. Only 50% of Small business have websites Tip : Once you have your website your business is global Free websites from Network Solutions at http://www.networksolutions.com/free-website/index.jsp http:// www.nevertoomuchgreen.com /
  27. 27. Add your social media channels to your website Encourage visitors to join your social media properties
  28. 28. Non-profits are very Social
  29. 29. Make your product pages shareable Add share options on product pages
  30. 30. Share your happy moments
  31. 31. Use Google Alerts as a business intelligence tool <ul><li>Get alerted to conversations about your product </li></ul><ul><li>Trends and competition </li></ul><ul><li>Tip : Use Google alerts to get content ideas </li></ul>
  32. 32. Build your profile in sites like Linkedin Links to your website and appear in searches for LinkedIn users Tip : Ask for recommendations to include you in Service provider directory
  33. 33. Document sharing Sites <ul><li>Docstoc – http://www.docstoc.com </li></ul><ul><li>Slide Share – http://www.Slideshare.net </li></ul><ul><li>Scribd - http://www.Scribd.com </li></ul>Tip : Add a custom offer for each channel and monitor traffic from these sites
  34. 34. Websites and Blogs Call to Action to visit the company website
  35. 35. Twitter Business Info here – Your conversations will lead your connections to your page Tip : Consider having a separate account for your products and tweet a special offers and blog feeds
  36. 36. Wouldn't you like to do business with a paratrooper ? Relevant business info on your Twitter page
  37. 37. If chips can have their own page so can you! Tip : A Facebook page is different from your personal profile. You can create multiple Facebook pages
  38. 38. Facebook <ul><li>Add a newsletter sign up widget </li></ul><ul><li>Give special Facebook offers </li></ul><ul><li>Ask for feedback </li></ul><ul><li>Ask website visitors to become your Facebook fan </li></ul><ul><li>Encourage customers to join the Facebook page </li></ul>
  39. 39. Videos : Tell your Story Tip : Create a How to video, talk about your community Kodak Zi8 HD Pocket Video Camera 
  40. 40. Podcasts & Your Own Radio Shows Flickr photo by  Mark J Hunter http://www.flickr.com/photos/tartanpodcast/283456030/ Tip : Interview your users, promote their business
  41. 41. Photos - Flickr Tip : Make your story interesting with pictures . Flickr cannot be used for commerce
  42. 42. Community Building strategy <ul><li>Survey your customers </li></ul><ul><ul><li>Surveymonkey </li></ul></ul><ul><ul><li>Twitpoll </li></ul></ul><ul><li>You can build your own customer community </li></ul><ul><ul><li>Ning.com </li></ul></ul><ul><ul><li>Groupsites.com </li></ul></ul>
  43. 43. Review Sites Tips : Claim your profile , thank reviewers and answer any negative comments with grace
  44. 44. Social Customer Service
  45. 45. Social Media press release
  46. 46. Social bookmarking <ul><li>Delicious </li></ul><ul><li>Stumbleupon </li></ul><ul><li>Bizsugar </li></ul><ul><li>Amplify </li></ul><ul><li>Bx.Businessweek.com </li></ul>Tips : Use Browser bookmarklets to make it efficient
  47. 47. Mobile strategy <ul><li>The world has 1.4 Billion Tvs </li></ul><ul><li>2.5 billion cell phones </li></ul><ul><li>When people shop they don’t take their PC along </li></ul><ul><li>Customers see desperate need to compare prices </li></ul><ul><li>Buyers their social network for advice </li></ul>
  48. 48. Want to Start a Blog or Website here are some offers <ul><li>Transfer to Network Solutions 4 $6.99 using DOMSOCIAL3 | http://ow.ly/1nEjY   </li></ul><ul><li>Webhosting is a necessity for any website:  http://ow.ly/1nEjh  | Use HOSTSOC001 to get 35% off nsHosting Shared! </li></ul><ul><li>Use our Domain Name Generator to find the domain you've been looking for! Then use DOMSOCIAL1 to get it for $6.99! | http://ow.ly/1nEim </li></ul>T & Cs apply. Expires June 30 th 2010
  49. 49. Building a Positive Image Online with Social Media: The Network Solutions Experience
  50. 50. 4 Point Social Media Strategy <ul><ul><li>Brand / Reputation Management </li></ul></ul><ul><ul><li>Connecting with Customers </li></ul></ul><ul><ul><li>Community Outreach </li></ul></ul><ul><ul><li>Get new business </li></ul></ul>
  51. 51. Social Media Implementation <ul><li>2 008 </li></ul>2009 2010 <ul><li>Changed negative online perceptions to neutral sentiment </li></ul><ul><li>Increased positive sentiment </li></ul><ul><li>Positioned as Small Business Thought Leader </li></ul><ul><li>Utilized social media beyond customer service </li></ul><ul><li>Leverage social media for market expansion and leadership </li></ul>
  52. 52. Top Three Accomplishments <ul><li>Enjoying a positive sentiment online compared to the negative mentions in 2008. </li></ul><ul><li>Shift in perception of Network Solutions® as not just a domain registrar but also a thought leader in small business growth. </li></ul><ul><li>Network Solutions is often referred to as a company that has effectively leveraged social media to maximize customer satisfaction. </li></ul>
  53. 53. Phase one: Listen <ul><li>Team approach to response </li></ul><ul><li>Monitor using Radian6 and manual searches </li></ul><ul><li>Classify as crisis or not (>50 Technorati authority or 100 followers) </li></ul><ul><li>Classify as general issue or technical customer service </li></ul><ul><li>Engage in a variety of places: </li></ul><ul><ul><li>Blog posts </li></ul></ul><ul><ul><li>Twitter via NetSolCares </li></ul></ul><ul><ul><li>Technical Forums </li></ul></ul>
  54. 54. Shift from High Negative to High Positive
  55. 55. Phase 2: Content Contributions <ul><li>Blogs </li></ul><ul><ul><li>SolutionsArePower </li></ul></ul><ul><ul><li>Women Grow Business </li></ul></ul><ul><ul><li>Grow Smart Business </li></ul></ul><ul><ul><li>Unintentional Entrepreneur </li></ul></ul><ul><li>Participation in industry events such as Twitterville </li></ul><ul><li>Small Business Success Index </li></ul><ul><li>GrowSmartBiz Webinars and Conference </li></ul><ul><li>Crisis Management Support </li></ul><ul><li>Rebrand </li></ul>
  56. 56. Phase 2: Blogs
  57. 57. Phase 2: Participation in Premier Social Media Events http://www.flickr.com/photos/kyeung808/3851709164/sizes/l/
  58. 58. Phase 2: Small Business Success Index
  59. 59. Phase 2: GrowSmartBiz Events <ul><li>Webinars (2) </li></ul><ul><li>Over 400+ attendees </li></ul><ul><li>20+ blog posts </li></ul><ul><li>250+ tweets via #growbiz and #growsmartbiz </li></ul><ul><li>Conference </li></ul><ul><li>Over 400+ attendees </li></ul><ul><li>Increased @GrowSmartBiz Twitter followers by 200 and counting </li></ul><ul><li>75+ blog posts </li></ul><ul><li>1,500+ Tweets </li></ul><ul><li>2K+ Tweets with #growsmartbiz </li></ul><ul><li>5K participants on livestream </li></ul>
  60. 60. Phase 2: Crisis Management Support <ul><li>Created an online forum to provide information to merchants and customers. </li></ul><ul><li>Generated over 50+ blog posts, which Network Solutions team responded. </li></ul><ul><li>Applauded by many for use of social media in crisis management support. </li></ul>
  61. 61. Phase 2: Rebrand <ul><li>Created a social media advisory board </li></ul><ul><li>Used Twitter and blogs to market new rebrand </li></ul>
  62. 62. Phase 2: Training other advocates <ul><li>Social Media </li></ul><ul><li>Twitter </li></ul><ul><li>Blogging </li></ul><ul><li>Bookmarking </li></ul>
  63. 63. What Does 2010 Hold? <ul><li>Drive more unique visitors to the storefront </li></ul><ul><li>Blogger outreach geared towards highlighting Network Solutions product offerings and customer testimonials </li></ul><ul><li>Increase user generated content on “How did I benefit from Network solutions” </li></ul><ul><li>Strengthen Network Solutions’ brand identity as Thought Leader in Innovative Online Solutions </li></ul><ul><ul><li>Online engagement </li></ul></ul><ul><ul><li>Training sessions </li></ul></ul><ul><ul><li>Events </li></ul></ul>
  64. 64. Thank you <ul><li>Shashi Bellamkonda [email_address] </li></ul><ul><li>Twitter: @shashib </li></ul><ul><li>Small Business Success Index : http:// www.GrowSmartBusiness.com </li></ul><ul><li>Network Solutions Blog : http:// blog.networksolutions.com </li></ul><ul><li>Women Entrepreneurs : http:// www.WomenGrowBusiness.com </li></ul><ul><li>Fresh Entrepreneurs ; http://unintentionalentrepreneur.com </li></ul><ul><li>Millenials : http://whatsnextgeny.com </li></ul>

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