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Social Media and Your Circle of Influence, Past, Present, and Future

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Social Media and Your Circle of Influence, Past, Present, and Future. Presented at Trine University for the Ketner School of Business by Kevin Mullett.

A look at how college business students can use social media and online reputation management to differentiate themselves and their businesses from others.

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Social Media and Your Circle of Influence, Past, Present, and Future

  1. 1. kevinmullett.com twitter.com/kmullett facebook.com/kevinmullett linkedin.com/in/kevinmullett justgoogle“kevin mullett” directorof productdevelopment SocialMediaandYourCircleofInfluence, Past,Present,andFuture.//KevinMullett theKetnerSchoolofBusiness:TrineUniversity
  2. 2. //connectionsmatter;let’sconnect
  3. 3. increased adoption or proliferation does not mean new. the tools and nomenclature are new but "social media“, websites, and blogging is not. // newasperception or reality? @kmullett // #SMTrine
  4. 4. // gettingonthesamepagewith“social” now fortified with google+ @kmullett // #SMTrine
  5. 5. there is a lot of misinformation, speculation, opinion and hype being spread. worse is the expectation that social media should be free, effortless, and easy, yet produce greater ROI. // verifyingclaims? expectingtoomuch? @kmullett // #SMTrine
  6. 6. // it’svisibilityandall about thebenjamins photo by David Evers: http://flic.kr/p/5XwMZC • you have to be where your ideal demographic can see you (do you know who that is?) • in front of competition if necessary • obey the rules or have your sign removed • tell a better story @kmullett // #SMTrine
  7. 7. // winningrequiresknowledge& strategy • what are the rules • how can i optimize within the rules • which races can i win while staying within my budget/resources • am i dedicated to the winning strategy (no trying it out) • how much is winning worth @kmullett // #SMTrine
  8. 8. // marketingresourcesaretight where should businesses spend their marketing resources (time/budget)? A. traditional advertising (off-line; radio, tv, print, listings) B. social media (advertising, facebook, sponsored tweets, etc) C. social media (organic) D. paid search E. all of the above @kmullett // #SMTrine what can you bring to the table?
  9. 9. // whowins theintenttoaction war? • tv • dm (direct mail) • radio • newspaper • print (brochures/ads) • email marketing • social • SEO • search marketing • tradeshows • sponsorships (nascar etc.) • yellow pages (not shown) @kmullett // #SMTrine
  10. 10. // doessocial media work? • opportunity • visibility • traffic • top of mind • likeability • expertise @kmullett // #SMTrine
  11. 11. // whydon’tthey“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 // #SMTrine
  12. 12. // almosthaditright? ugly but descriptive • i know who they are • what they want me to do is clear • i’ll be rewarded @kmullett // #SMTrine
  13. 13. // connectingthedots with social media? do these printed pieces promote social channels? what is the social strategy? @kmullett // #SMTrine
  14. 14. // social media worksbestwhen… • are you willing? • do you see value? • add to your lifestyle @kmullett // #SMTrine
  15. 15. // social isnowinSERPs how will it change social participation? how will it change where we click on a SERP page? (flickr, friendfeed, gmail, facebook, buzz, reader, google social connections) @kmullett // #SMTrine
  16. 16. no marketing media channel has 100% eyeballs or is 100% effective. prioritize based on goals, resources, and business objectives. // prioritizeyour marketingefforts @kmullett // #SMTrine
  17. 17. // whatsetsyouapart? • same degree • similar gpa • an internship • your resume’ @kmullett // #SMTrine
  18. 18. // whatsetsyouapart, thatyoucontrol • your visibility • circle of influence • knowledge outside of degree WIIFM @kmullett // #SMTrine have you heard the Alec Brownstien story?
  19. 19. // who’sincontrol of your reputation? what will they find? 100’s more? stopping/or disabling isn’t the same as removing @kmullett // #SMTrine
  20. 20. // onlinereputation management own your brand • clog the SERPs • push competition off • proactive not reactive • sentiment aware • alerts/lists are crucial @kmullett // #SMTrine
  21. 21. // but…myprivacy! • formerly found on street corners • who did we do business with 30 years ago? • distribution does not equal visibility @kmullett // #SMTrine
  22. 22. // beproactiveandpositive treat online reputation management as a positive ongoing activity rather than a defensive situation. @kmullett // #BIN2011 #ORM
  23. 23. // whatisGoogle+? isitdifferent? it’s about expanding your IRL contacts regardless of which tool google.com/plus @kmullett // #SMTrine
  24. 24. // social media, doyouownit? • Ars Technica (suggested copyright infringement?) • Jonathan Rivera’s page with 47’000 fans (vanity url) • are you relying on free services? @kmullett // #SMTrine
  25. 25. // jobswill change, your namewon’t job changes? 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 // #SMTrine
  26. 26. // ownyour brand&/or identity control? • clog the SERPs • push competition or bad info down • be proactive not reactive #4 on page 6 #7 on page 4 @kmullett // #BIN2011 #ORM
  27. 27. // easysocial media brandcheck grab your brand • mass id check with namechk.com @kmullett // #SMTrine
  28. 28. // gowherethebotsare article awareness, social visibility and distributing RSS @kmullett // #SMTrine tell potential visitors and the search engines you have new content
  29. 29. // measuringtherightthings is this the right kind of measurement? @kmullett // #SMTrine
  30. 30. // social analytics & measurement am i popular and important yet? @kmullett // #SMTrine
  31. 31. // amplification? clues? trends? measuring brand visibility, engagement, reach, connections, and yes ROI. (twitter announces analytics Sept. 13th 2011) @kmullett // #SMTrine
  32. 32. // knowwhat winninglooks like more visible in search? @kmullett // #SMTrine
  33. 33. if talking to me about defining ROI of social media you best be prepared with examples from your other marketing efforts. // it’sasmeasurableor moreso… @kmullett // #SMTrine
  34. 34. // bonus idea video! • differentiate from your competition • easy and inexpensive • increased visibility @kmullett // #SMTrine
  35. 35. HELP = Humanize message, Encourage conversation, Listen first, Promote Less. // remember toH.E.L.P. @kmullett // #NCSM
  36. 36. TrineUniversity, thanks for havingme i leave you with this @kmullett // #SMTrine
  37. 37. kevinmullett.com twitter.com/kmullett facebook.com/kevinmullett linkedin.com/in/kevinmullett justgoogle“kevin mullett” directorof productdevelopment SocialMediaandYourCircleofInfluence, Past,Present,andFuture.//KevinMullett theKetnerSchoolofBusiness:TrineUniversity

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