Bizucate_Social Networking Overview


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This is a "why" overview of social networking. It gets people thinking of why they may want to rather than "how" to. I plan on following up with a how to. Let me know what you think.

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Bizucate_Social Networking Overview

  1. 1. Professional Social Networking: How to Leverage Facebook and Other Social Networking Tools? © 2009 Bizucate, Inc.
  2. 2. Who am I? • Principal of an education, consulting, coaching and marketing company serving 4 kinds of customers • I’m an entrepreneur of a small business very similar to some of your customers • I’m a business owner, consumer, member and donor…just like many of you – B2B, B2C, A2M, NP2D 2
  3. 3. I’ve got 105 minutes • Share a key communication trend • Share a key marketing trend • Define social networking • Discuss social networking strategies • List and define some social network technologies • Describe business benefits and shortcomings of social networking • Discuss content and where it comes from • Address your questions 3
  4. 4. Current State of Communications • Cultural shift in the way we communicate and want to be communicated to • “Traditional” methods of communication experiencing a wholesale overhaul • Print, radio and TV being redefined to survive challenges created by new technologies, ever evolving global economies and user expectations • “New” communication methods are either totally new (ie. Twitter, Facebook), reimagined uses (ie. PURLs and VI) or effective combinations of the two or more, also known as Multi-Channel Communications • New ways of communication include many channels to communicate with individuals and organizations 4
  5. 5. Foundation of Communications F ee dba ck Sender Message Channel Receiver 5
  6. 6. Message Message Sender Mobile App Constant Feedback Message Soc. Ntwrk TV Message Message Message Radio E-Mail Message SMS Text Message E-News E-Stmnt Message Message SEO Inst. Messg. Message Message Message PURL Blog Message Phone Message Widget Podcast Instantaneous Message Message Website Feedback Message Viral Video Receiver Print 6 © 2009 Bizucate Inc.
  7. 7. 3 Points of Communication Trend 1. Shear number of communications is enormous and growing each day 2. Number of channels (ways to communicate) is increasing 3. Being heard/seen gets harder and harder 7
  8. 8. Old Marketing Trend 8
  9. 9. New Marketing Fact Website Direct Mail E-Mail Social Net Collaterals Radio 9
  10. 10. 3 Points of Marketing Trend 1. Amount of funds is smaller than before 2. Funds are now divided across more channels 3. Focus on ROI more important than ever 10
  11. 11. Defining Social Networking • A social network is a social structure made of individuals (or organizations) called "nodes," which are tied (connected) by one or more specific types of interdependency, such as friendship, kinship, financial exchange, dislike, sexual relationships, or relationships of beliefs, knowledge or prestige • A social network service focuses on building online communities of people who share interests and/or activities, or who are interested in exploring the interests and activities of others. Most social network services are web based and provide a variety of ways for users to interact, such as e-mail and instant messaging services 11
  12. 12. Social Networking Strategy • What do you want to achieve from your social networking efforts (defined as goals)? – Personal, business or both – Deepen relationship with existing customers – Help new customers find you • GETTING FOUND is becoming more popular – Getting found by the right person is just as important • Deepening relationships is secondary to many 12
  13. 13. Your Social Networking Plan • What content will be developed? – Unique messages for each channel – Same message in multiple channels – Individual messages in multiple channels as part of a central theme • Who will develop the content? – Organization – Individual – Inside or hired • What channel(s) will it be presented in? – Facebook, Twitter, LinkedIn, MySpace and soooo many more 13
  14. 14. • Blog (Blogger, Typepad, Wordpress or private) – Type of website, usually maintained by an individual with regular entries of commentary, descriptions of events, or other material such as graphics or video. • – Social networking website with an interactive, user-submitted network of friends, personal profiles, blogs, groups, photos, music and more • – Social networking website where users can add friends and send them messages, and update their personal profiles to notify friends about themselves. Additionally, users can join networks organized by city, workplace, school, and region. •,,, – Business-oriented social networks allowing professionals to build a list of contacts and leverage the power of the network to meet new people • – Video sharing website on which users can upload and share videos • – Presentation sharing website users can upload, view and share presentation files • – Social news website made for people to discover and share content from anywhere on the Internet, by submitting links and stories, and voting and commenting on submitted links and stories • – Platform for creating your own social network. Our passion is putting new social networks in the hands of anyone with a good idea 14
  15. 15. Social Networking Workflow • How to use it – Internally: build office relations, establish company wide brand experience/ownership, content management, training – Externally: Recruiting, lead generation, build brand recognition • Considerations – Maintenance and Engagement: Do you have the time and personnel to make the most of your company’s network presence? Is it worth it to have an ideal Company Page? – Who is your audience & market? Which service is most likely to attract them? Do any of them? – What kind of controls would be necessary? – Use a college intern to help implement your strategy 15
  16. 16. Social Networking Challenges and Opportunities • Using all the potential of today’s tools (especially mostly free) vs. using the old methods that may not be giving the return you hoped • Identifying people who are passionate about a topic vs. forcing someone to write about a topic they don’t really like • Devising a plan to effectively use the tools vs. getting lost and worried about not being able to fill the channel with valuable content • Being able to reach your goals in the time available 16
  17. 17. Learning How To Social Network • Review how other verticals do/use it • Review how other companies do/use it • Try it yourself as part of your strategy – Do it yourself – Get other employees to try it – Hire interns to help you do it 17
  18. 18. Investigate a Vertical • Google Search: Associations + social networking • adopting-digital-social-networking-applications – More associations adopting social media – 57% tried at least one social networking application, • Facebook 43%, LinkedIn 35%, and YouTube 31% – 38% set up their own social media Web site. • 27% building their own • Others are using pre-existing programs like Microsoft SharePoint, Higher Logic or Moveable Type • Look for: Who’s doing the talking, what are they talking about, how are they sharing the content 18
  19. 19. Get Specific: Growing Businesses • How do growing businesses use social networking? • Look for: Who’s doing the talking, what are they talking about, how are they sharing the content 19
  20. 20. No. 22 of 5000 in 2009 vAuto, Oak Brook, IL • Industry: Software • Founded: 2005 • Growth: 4,659.9% • 2005 Revenue: $327,400 • 2008 Revenue: $15.6 million • Employees: 61 • Website: • What They Do: vAuto designs and sells inventory management software for used automobile dealers. 20
  21. 21. No. 124 of 5000 in 2009 TAG Employer Services, Phoenix, AZ • Industry: Human Resources • Founded: 2002 • Growth: 1,396.0% • 2005 Revenue: $1.3 million • 2008 Revenue: $19.7 million • Employees: 43 • Website: • What They Do: TAG Employer Services administers payroll, insurance, and other human resources services for small businesses. 21
  22. 22. No. 21 of 5000 in 2009 Blue Entertainment Sports Television, Louisville, KY • Industry: Media • Founded: 2004 • Growth: 4,685.3% • 2005 Revenue: $478,501 • 2008 Revenue: $22.9 million • Employees: 80 • Website: • What They Do: Blue Entertainment Sports Television owns, manages, and produces sporting events and television properties and represents sports and entertainment celebrities such as Reggie Bush, Magic Johnson, Shawn Marion, and Caroline Wozniacki 22
  23. 23. What Could You Discuss? 6 Reasons Why People Buy™ 1. Save me/Make Me Money 2. Make Me/My Organization Look Good 3. Make My Life Easier 4. Save Me/My Organization 5. Challenge Me 6. Because It’s the Right Thing to Do Bizucate’s 763 Approach to Business Development 23
  24. 24. Where will your future work come from? • How will people know you’re there? • How will they know what you do? • How will they know how long it will take? • How will they know how much it will cost? • And on and on… • Preparing to grow should start with a strategy …same goes for social networking 24
  25. 25. When Tactics Drown Out Strategy New media creates a blizzard of tactical opportunities for marketers, and many of them cost nothing but time, which means you don't need as much approval and support to launch them. As a result, marketers are like kids at Rita's candy shoppe, gazing at all the pretty opportunities. Most of us are afraid of strategy, because we don't feel confident outlining one unless we're sure it's going to work. And the 'work' part is all tactical, so we focus on that. (Tactics are easy to outline, because we say, "I'm going to post this." If we post it, we succeed. Strategy is scary to outline, because we describe results, not actions, and that means opportunity for failure.) "Building a permission asset so we can grow our influence with our best customers over time" is a strategy. Using email, twitter or RSS along with newsletters, contests and a human voice are all tactics. In my experience, people get obsessed about tactical detail before they embrace a strategy... and as a result, when a tactic fails, they begin to question the strategy that they never really embraced in the first place. The next time you find yourself spending 8 hours on tactics and five minutes refining your strategy, you'll understand what's going on. 25
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  27. 27. Linking Together… • What do changes in the way we communicate have to do with my business as well as my customer • All it takes is for someone to see the opportunity in each and link them together • Develop a strategic approach that can include services to deal with the changes • Design products that can tangibly address the changes…turning change into opportunity • The link is all about doing business 27
  28. 28. Your Opportunities • Your greatest opportunity is to educate and motivate your customer on how they can market, sell, create and efficiently produce profitable business products/services that people need • You can use social networks as a way to – Deepen relationships with existing customers – Help new customers find you – Help new business ventures to develop 28
  29. 29. What Will You Do? • You’ve already increased your knowledge • You may choose to do something • You may choose not to do something • Be sure to know you are making a choice and you are allowed to change your mind • You may have to do some work, but it could be work that makes a bigger difference in your life and the life of your organization 29
  30. 30. Thank You 30