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Social Eminence: How to be more effective in social media


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The fact is that people are tuning out many traditional forms of marketing and sales. But who can blame them? These traditional ways are getting less effective and more annoying. Who has time to register for something when they can find it somewhere else? Who has time to through a 20-page long whitepaper? Or wait a whole week to get an answer from support?

We live in a world where our potential buyers can educate themselves before engaging with sales. The Internet allows them to research their options without the annoyance of a hard sales pitch. In other words, buyers are in control of self-educating. We live in an interconnected world.

Your job is not is no longer to find leads. Your job is to help leads find you. Your job is no longer to work in a cubicle closed off to the world. Your job is to connect with customers, influencers and potential clients.

This presentation covers how to help potential customers find you – before they’re even looking to make a purchase – and then turning that early awareness into brand preference, and ultimately into leads and revenue.

How can you create interesting, informative, and even entertaining content and optimizing and distributing it across social channels so it can be found by prospective buyers and influencers? It’s about engaging and building relationships. When done right, social media returns dramatically better results than traditional ways of interrupting prospects.

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Social Eminence: How to be more effective in social media

  1. 1. <ul><li>February 2012 </li></ul>© 2012 IBM Corporation by Marcel Santilli @santilli
  2. 2. Forget about everything you’ve heard about social media
  3. 3. Business has always been social
  4. 4. Social media is just basic…
  5. 5. Then what’s the key to success?
  6. 6. Don’t be that guy
  7. 7. … or this guy
  8. 8. And please, don’t be this guy.
  9. 9. So how can you be a super star in social media?
  10. 10.
  11. 11. Let’s go back to the basics.
  12. 12. You have to break through the clutter.
  13. 13. Your content has to be AWESOME.
  14. 14. and NOT… BORING.
  15. 15. Keep it simple.
  16. 16.
  17. 17. Be unexpected .
  18. 18. Tell a story.
  19. 19. Appeal to emotion .
  20. 20. Be factual and concrete …
  21. 21. and credible .
  22. 22. Provide practical solutions .
  23. 23. Selflessly help others .
  24. 24. Share ideas …
  25. 25. … and insights .
  26. 26.
  27. 27. Just be yourself .
  28. 28. … and don’t forget to build relationships . Make them LOVE you.
  29. 29. Got it ?
  30. 30. Still paying attention ?
  31. 31. how do people search for information ? Think about…
  32. 32. Trusted network.
  33. 33. So here are some things you can do NOW .
  34. 34. Think of it as strategic online networking.
  35. 35. <ul><li>Create a LinkedIn account </li></ul><ul><li>Update your profile with very detail information </li></ul><ul><li>Explain your role, not just your title </li></ul><ul><li>Add skills (make it search friendly) </li></ul><ul><li>Invite your network and add people you know </li></ul><ul><li>Join relevant groups (be active) </li></ul><ul><li>Answer questions in the ‘Answers’ section </li></ul><ul><li>Synchronize it with Twitter </li></ul><ul><li>Add Slideshare application to share presentations </li></ul><ul><li>Recommend people (give to get) </li></ul>
  36. 36. <ul><li>Create a personal profile ( not branded) </li></ul><ul><li>Update your bio and website, and upload a good picture </li></ul><ul><li>Pick a simple and short username </li></ul><ul><li>Tweet everyday (preferably several times a day) </li></ul><ul><li>You can link Twitter to LinkedIn (and vice-versa) </li></ul><ul><li>Follow influencers and experts in your field </li></ul><ul><li>Only follow back people that are relevant </li></ul><ul><li>Share things that are useful and relevant to your followers </li></ul><ul><li>Do no just self-promote or share your stuff </li></ul><ul><li>Use Refollow, HootSuite, Twellow, Klout & other tools </li></ul><ul><li>Engage with your followers (@reply, RT and mention) </li></ul><ul><li>Create lists (check out </li></ul><ul><li>Always keep good follow-to-follower ratio </li></ul>
  37. 37. <ul><li>Allow people to subscribe to you </li></ul><ul><li>Pick a good, search friendly vanity URL ( </li></ul><ul><li>Update your timeline with where you work and about </li></ul><ul><li>Upload a cover image that describes you </li></ul><ul><li>Adjust your privacy settings </li></ul><ul><li>Share to ‘Public’ what you want subscribers to see </li></ul><ul><li>Tag people and pages in your updates </li></ul><ul><li>Comment and engage in relevant pages </li></ul><ul><li>Share different kinds of content </li></ul><ul><li>Do NOT overshare </li></ul>
  38. 38. But what do I share ?
  39. 39. <ul><li>Interesting articles </li></ul><ul><li>Insightful videos from YouTube </li></ul><ul><li>Information about upcoming events </li></ul><ul><li>Funny/fun stuff to make your followers smile </li></ul><ul><li>Things that reflect you and your personality </li></ul><ul><li>Things you enjoy and do (make it personal, but not too personal) </li></ul><ul><li>Presentations, white papers and reports (not behind registration) </li></ul><ul><li>Blog posts (yours and from people you follow) </li></ul><ul><li>Pictures and infographics </li></ul><ul><li>Quotes, thoughts and insights (no links) </li></ul><ul><li>Keep self-promotion to 20% or less </li></ul>
  40. 40. Don’t forget to…
  41. 41. … but only if you have something interesting to say.
  42. 42.
  43. 43. Don’t share a bunch of content behind registration.
  44. 44. Always look at things through customer’s eyes.
  45. 45. It’s all about finding just the right… balance .
  46. 46. And that’s how you become influential.