KPS3 Marketing presentation at the NAIFA conference in Las Vegas, Nevada. It includes best strategies for incorporating social media in business and brand development.

1. BEYOND FACEBOOK…
Using Social Media to Build your Brand
And Develop Business
advertising marketing public relations web & digital media

2. NAIFA
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© KPS|3 2011. Not to be reproduced or used without permission. kps3.com #kps3naifa

3. NAIFA
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4. NAIFA
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5. NAIFA
How many of you get most of your
referrals and good business… from
word of mouth from current
relationships you have?
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6. NAIFA
How would you like to expand the
ways you make "word of mouth" and
current relationships work for you?
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7. NAIFA
Exercise: As quickly as you can when I
say go, introduce yourself to as many
people as you can, but you must tell
each one you meet one fact about
your business or you. And listen to
theirs. Keep count of your score.
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8. NAIFA
There is SHIFT from a BROADCAST
mechanism to a MANY-TO-MANY
model, rooted in a conversational
format between authors and people.
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9. NAIFA
IBM forecasters are predicting a
greater disruption in marketing in the
next five years than we’ve seen in the
past 50 years combined.
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10. NAIFA
Technology… allows us to do what
we've been doing… differently,
faster. It's not a replacement; it's a
supplement.
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11. NAIFA
Social Media: uses technology and
defined networking systems, to allow
you to connect to and engage a
broader range of people that you
may be able to access in person.
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12. NAIFA
Social Media Can be One More Tool:
It isn't a short-term project, an
experiment, a one-shot deal, or a
quick fix. It's not something you
throw money at, and using it doesn't
guarantee success or influence.
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13. NAIFA
Let's review how business is
developed… think of it as a
continuum, with engagement being
the key along the way in many places
in many ways.
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14. NAIFA
Relevant Engagement is the Key:
Awareness
Understanding
Perceptions
Attitudes
Intent
Behavior (Buying Decision)
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15. NAIFA
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16. NAIFA
Some common Social Media tools:
Facebook
Twitter
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17. NAIFA
Some common Social Media tools:
YouTube
Blogs
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18. NAIFA
Some common Social Media tools:
LinkedIn
Plaxo
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19. NAIFA
Some common Social Media tools:
AngiesList
Yelp
Other UGC rating sites
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20. NAIFA
Yeah, great… but so what? Why??
1.Further your brand/reputation and
position you relative to competition
2.Move prospects down continuum
3.Search engine optimization
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21. NAIFA
Not just for young'uns:
-Online: 79% of U.S. adults online
Avg 11 plus hours/week
-Blogging: More than 40 million blogs… and it doubles
every 6 months
-Cell Phones: 255 million users (84%), 98% capable/50%
using text messaging
-Video: 12 billion online video streams
-61.4% have visited a social networking site
-Six in 10 wealthy consumers online use social networks
-Fastest growing segment in Facebook users…
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22. NAIFA
Further your brand positioning/value:
Expert
Trusted advisor
Thought leader
Successful for clients
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23. NAIFA
Further your brand positioning/value:
- Social media tools same as others
- Remember the cocktail party
- Develop your strategy, message or
topic priorities, brand style and voice
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24. NAIFA
A word on Blogging (Weblog):
- Improves SEO
- Positions you as expert/thought
leader
- Monitor and contribute as strategy
- Media pull from blogs
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25. NAIFA
Monitoring the Blogosphere:
Free: Bloglines, Technorati,
Blogpulse
Paid: Umbria, Nielson BuzzMetrics,
BuzzLogic
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26. NAIFA
Further your brand positioning/value:
- Use the same discipline you use in
other biz dev efforts (schedule)
- It's human resource vs. financial
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27. NAIFA
Move prospects down continuum:
- Engaged, authentic interaction and
you can "prove your brand"
- Use social media to touch them –
integrate with calls, direct mail, trad
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28. NAIFA
Move prospects down continuum:
- As they begin to research you,
they'll find more content - than just
your website, sales brochure, biz
card, or whatever they find Googling
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29. NAIFA
Improve SEO:
- Search performance is critical and
getting more so
- Search is number 1 activity online
- Search spiders find things they like,
are credible
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30. NAIFA
Improve SEO:
- Fresh content (SE spiders LIKE this)
- Links back to your website (links in
are liked by spiders)
- Multiple listings higher up in ratings
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31. NAIFA
Compliance:
- Your industry has some constraints
on spontanaity
- If your company policy permits,
there are potential work-arounds
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32. NAIFA
It must be strategic however…
-Strategy first.
-Then do.
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33. NAIFA
Making it work:
-Listen. Understand.
-Participate. Give people a reason to
come back to you. Don’t have to be
boring.
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34. NAIFA
Making it work:
- Important to understand the
technology but more so the strategy.
- Extend your reach. It’s not a build-it-
they-will-come mentality. Integrated
marketing is important.
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35. NAIFA
Finding these slides later:
-I will blog tomorrow PM with a link to
slides
- www.kps3blog.com
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36. KPS3.COM/BLOG
FACEBOOK.COM/KPS3MARKETING
TWITTER.COM/KPS3
YOUTUBE.COM/KPS3MARKETING
LINKEDIN.COM/COMPANY/KPS3
advertising marketing public relations web & digital media