Online Communications Personally & Professionally - CDPI Leadership Institute

2,230 views

Published on

This presentation was given for the Career Development Professionals of Indiana
Leadership Institute event at Purdue University Calumet.

As technology continues to expand into multiple segments of our lives, the challenge is how we use it. Often our mindset is outpaced by the technology we are asked to adopt. This session will take a look at how social media, the Web, and mobile access are changing how we communicate with each other, personally
and professionally. We will explore how we can develop willing participants, uncover the value in communication via preferred media channels, and weave social media into our lifestyle.

Published in: Career, Business, Education
  • Be the first to comment

Online Communications Personally & Professionally - CDPI Leadership Institute

  1. 1. TO ONLINE COMMUNICATIONS PERSONALLY & PROFESSIONALLY@kmullett CDPI - Summer Leadership Institute #CDPISLI
  2. 2. Social media and online marketing isn’t about the tools you use or the online community you join, but about the story you tell and presence you make. CAN I FIND YOU@kmullett CDPI - Summer Leadership Institute #CDPISLI
  3. 3. PSSST…THEY’RE THE SAME PEOPLE If you believe that people are referring others to you during parties, family gatherings, and other traditional conversations why is it so hard for you to believe they are doing so online?@kmullett CDPI - Summer Leadership Institute #CDPISLI
  4. 4. VISIBILITY@kmullett CDPI - Summer Leadership Institute #CDPISLI
  5. 5. There is a lot of misinformation,speculation, opinion and hypebeing spread about onlinemarketing. Worse is theexpectation that social mediashould be free, effortless, andeasy, yet produce greater ROI. HYPE & HYSTERIA@kmullett CDPI - Summer Leadership Institute #CDPISLI
  6. 6. BUDGET & STRATEGY@kmullett CDPI - Summer Leadership Institute #CDPISLI
  7. 7. While social media is free to use, it is not free to do. Weigh time and attention against opportunity and return. It is also not a task you complete! FREE TO USE, NOT DO@kmullett CDPI - Summer Leadership Institute #CDPISLI
  8. 8. THE TOOLS HAVE CHANGED BUT… Increased adoption or proliferation does not mean new. The tools and nomenclature are new but "social media“, websites, and blogging is not.@kmullett CDPI - Summer Leadership Institute #CDPISLI
  9. 9. @kmullett CDPI - Summer Leadership Institute #CDPISLI
  10. 10. DOES SOCIAL MEDIA WORK? • Opportunity • Visibility (2 audiences) • Traffic • T.O.M. /referrals • Proof of Expertise@kmullett CDPI - Summer Leadership Institute #CDPISLI
  11. 11. tv dm (direct mail) radio newspaper print (brochures/ads) email marketing social SEO search marketing tradeshows sponsorships (nascar etc.) yellow pages (not shown)@kmullett CDPI - Summer Leadership Institute #CDPISLI
  12. 12. No marketing media channel has 100% eyeballs or is 100% effective. We need to prioritize based on goals, resources, and business objectives. NO SILVER BULLETS@kmullett CDPI - Summer Leadership Institute #CDPISLI
  13. 13. ACTION: WHAT DO THEY PREFER? Which phone line will you be ignoring today? Tools to find your audience:@kmullett CDPI - Summer Leadership Institute #CDPISLI
  14. 14. ACTION: YOUR ONLINE ELEVATOR PITCH • Consistent voice, brand, and message • Optimize your “what we do” paragraph then adapt it to fit in various profile areas (160 characters in twitter for example) • Photos for personal, photo or logo for businesses@kmullett CDPI - Summer Leadership Institute #CDPISLI
  15. 15. @kmullett CDPI - Summer Leadership Institute #CDPISLI
  16. 16. @kmullett CDPI - Summer Leadership Institute #CDPISLI
  17. 17. ACTION: GRAB YOUR BRAND/IDENTITY namechk.com@kmullett CDPI - Summer Leadership Institute #CDPISLI
  18. 18. EVIDENCE@kmullett CDPI - Summer Leadership Institute #CDPISLI
  19. 19. DO YOU SEE THE VALUE? Social media works best when you are a willing participant, see value, & treat it like a lifestyle, instead of a task.@kmullett CDPI - Summer Leadership Institute #CDPISLI
  20. 20. VALUE@kmullett CDPI - Summer Leadership Institute #CDPISLI
  21. 21. BE PROACTIVELY AUGMENTING… • Visibility • Circle of influence • Built in audience • Recommendations for work completed • Knowledge outside of degree • Relationships@kmullett CDPI - Summer Leadership Institute #CDPISLI
  22. 22. ALEC BROWNSTIEN…WHAT BOX? Bought AdWords for 5 creative directors names, which cost him $6. He received an interview with all but one! http://www.thegooglejobexperiment.com/@kmullett CDPI - Summer Leadership Institute #CDPISLI
  23. 23. AM I POPULAR AND IMPORTANT YET?@kmullett CDPI - Summer Leadership Institute #CDPISLI
  24. 24. REPUTATION@kmullett CDPI - Summer Leadership Institute #CDPISLI
  25. 25. THIS IS THE WRONG FOCUS Would any of these people be your ideal demographic?@kmullett CDPI - Summer Leadership Institute #CDPISLI
  26. 26. VANITY, NOT ACCOUNT VITALITY Where is the value? He uses #followback, but doesn’t.@kmullett CDPI - Summer Leadership Institute #CDPISLI
  27. 27. WHY DON’T THEY LIKE US? • Are we clear with our message? • Is design or action most important? • What is our call to action? • What is in it for them?@kmullett CDPI - Summer Leadership Institute #CDPISLI
  28. 28. CONNECTING THE DOTS… or Do these printed pieces promote social channels? What is the social strategy?@kmullett CDPI - Summer Leadership Institute #CDPISLI
  29. 29. TIE IT TOGETHER WITH A CAMPAIGN In print, on air, online, and in-store. i.e. connecting the dots@kmullett CDPI - Summer Leadership Institute #CDPISLI
  30. 30. TIE OFFLINE/ONLINE/MOBILE TOGETHER QR Codes and mobile sites need a strategic purpose!@kmullett CDPI - Summer Leadership Institute #CDPISLI
  31. 31. The real failure of QR Code usage: nonstrategic, uncreative, and untested implementation. QR CODE FAILURE@kmullett CDPI - Summer Leadership Institute #CDPISLI
  32. 32. HELP THEM FIND YOU Which of these two will grow their Facebook page?@kmullett CDPI - Summer Leadership Institute #CDPISLI
  33. 33. CLICK “LIKE” IF YOU BREATH AIR A creative way to keep in front of people (edgerank) or spam? It can be a very fine line!@kmullett CDPI - Summer Leadership Institute #CDPISLI
  34. 34. ACTION: SOCIAL ACTIVITY OPTIMIZATION • Optimize your efforts • Schedule activity during peak times • Use tools to consolidate accounts@kmullett CDPI - Summer Leadership Institute #CDPISLI
  35. 35. 10 MINUTES/DAY@kmullett CDPI - Summer Leadership Institute #CDPISLI
  36. 36. THE RALLY’S FOURSQUARE INCIDENT Is this how your company would handle a complaint?@kmullett CDPI - Summer Leadership Institute #CDPISLI
  37. 37. MONITOR YOUR FOURSQUARE ACTIVITY • Is anyone checking in • See who publically checks in • Watch for positive or negative comments • Catch inappropriate photos@kmullett CDPI - Summer Leadership Institute #CDPISLI
  38. 38. NETWORKING@kmullett CDPI - Summer Leadership Institute #CDPISLI
  39. 39. How many of you who desire article comments, amplification of your social posts, and professional recommendations take the time to provide them? WHY DOESN’T ANYONE@kmullett CDPI - Summer Leadership Institute #CDPISLI
  40. 40. ACTION: START LISTENING & WATCHING Set alerts for: business name(s) or brand, employee names, usernames, your brand name, competition, influencers in your field, product/service names, and misspellings.@kmullett CDPI - Summer Leadership Institute #CDPISLI
  41. 41. ACTION: GET COMFY ON CAMERA Video may give that extra visibility you need! • Differentiate from your competition • Easy and inexpensive to embed from Youtube • Increased visibility & no plug-in@kmullett CDPI - Summer Leadership Institute #CDPISLI
  42. 42. ACTION: BE PREPARED Are you keeping up and prepared to communicate how others wish to be communicated with? • Facebook • Smart phones • Skype • Google+@kmullett CDPI - Summer Leadership Institute #CDPISLI
  43. 43. OWNERSHIP@kmullett CDPI - Summer Leadership Institute #CDPISLI
  44. 44. THE DANGERS OF FREE • Ars Technica (suggested copyright infringement?) • Jonathan Rivera’s page with 47’000 fans (vanity url)@kmullett CDPI - Summer Leadership Institute #CDPISLI
  45. 45. A CLICK IS NOT A BLOOD OATH Facebook events • No formal signup • No info gathering • No commitment • Not for everyone@kmullett CDPI - Summer Leadership Institute #CDPISLI
  46. 46. ACTION: KEEP TRAFFIC, SEO & VISIBILITY! Embed signup capability via services like eventbrite@kmullett CDPI - Summer Leadership Institute #CDPISLI
  47. 47. ACTION: INVEST IN OWNERSHIP You are likely to change jobs many times in your lifetime, however save for a few reasons, your name will not. Free services come and go! Own a domain! $10/ year (do it)@kmullett CDPI - Summer Leadership Institute #CDPISLI
  48. 48. Clients often talk about how hard it is to find things to blog or post news about when in reality it’s right in front of them. Don’t give away traffic, search engine optimization and brand visibility to third party sites or email only responses. WHAT TO WRITE@kmullett CDPI - Summer Leadership Institute #CDPISLI
  49. 49. ACTION: BLOGGING…DO I HAVE TO? Efficient blogging ideas. • Convert customer question response emails into posts • Share via social • Use video reviews & stories • Link to specific information yoursite.com/blog pages from blog posts. vs blog.othersite.com • Get guest bloggers@kmullett CDPI - Summer Leadership Institute #CDPISLI
  50. 50. ACTION: GOOGLE GIVES YOU CLUES Let Google give you ideas on which long tail subjects to write about. • Google Instant • More search tools (left) • Searches related to (bottom) • Related searches (top) [doesn’t always appear]@kmullett CDPI - Summer Leadership Institute #CDPISLI
  51. 51. ACTION: MEASURE IF IT WORKED • Monitor contacts, calls, lead sources (referrals) • email subscriptions and network growth (quality) • Check Google Analytics, Google Webmaster tools: bounce rates, time on site, pages visited, conversion, confirmation pages, and…well that’s another seminar.@kmullett CDPI - Summer Leadership Institute #CDPISLI
  52. 52. Humanize yourmessage, Encourageconversation, Listenfirst, Promote Less. H.E.L.P PHILOSOPHY@kmullett CDPI - Summer Leadership Institute #CDPISLI
  53. 53. bit.ly/aboutKM ME@kmullett cirrusabs.com / @cirrusabs
  54. 54. GET TIPS, TRICKS, INVITES, AND INFO Find out what’s in The Puzzle Box bit.ly/ThePuzzleBox or text CIRRUSABS to 71813@kmullett CDPI - Summer Leadership Institute #CDPISLI
  55. 55. Photography by Kevin Mullett or Stock agencies unless noted below. Jonathan Robson - © baby shave Seth J – hidden rabbit Horton Group – mean dog behind fence West McGowan – empty billboard Ann Larie Valentrine – ukiah’s still hangin’ in w/roladex’s Joe Shoemaker – untitled pic of me ATTRIBUTION@kmullett cirrusabs.com / @cirrusabs

×