Overwhelmed? Business Strategies for the Social Web

Overwhelmed? Business Strategies
for the Social Web

www.ChaosToClarity.com

©2010 Chaos To Clarity LLC. Chaos To Clarity, Success in a Digital World, and the Chaos To Clarity logo
are trademarks of Chaos To Clarity LLC.

Overwhelmed? Business
Strategies for the Social Web
presented at
The Power Conference
September 1, 2010

Principles

‣ Educator
‣ Digital Strategist
‣ Web Content Wrangler
‣ Brings your business brand story to life on the Web
and supports your success in a digital world.

‣ Senior Web Designer/Developer
‣ Creator of How-to Videos
‣ Managing Partner
‣ Passionate about creating easy-to-use, functional,
technologies that work for you and your business.


Business in a Digital World

‣ Common Sense Applies
• Solid business principles still
matter
• You need to learn different
ways of thinking
• Pay attention to the network
norms and culture
• Get involved


Meet Tali

Tali, a CPA for 30 years, got laid off from
a large accounting firm 18 months ago.
She decided to go into business for
herself and do more meaningful work—
Helping other women succeed in
business.
A Silver Spring native, Tali is active in
her community and has several local
clients.


Meet Tali

She is ready to get started with
LinkedIn® and Facebook® to help
expand her client base.
Comfortable learning on her own, Tali
still wants expert guidance so she doesn’t
waste time or energy and avoids
missteps.


Tali is not real.

It’s really
crowed in here!

She lives in the mind of Jo Golden.

Tali’s Web Presence Goals

‣ Reach out to clients beyond her
immediate area
‣ Leverage her presence on
LinkedIn and Facebook
‣ Share her take on issues and info
with her network
‣ Find partners: bookkeeper and
financial planner


Tali’s Search for Clarity

Tali came to us wanting:
‣ To flatten her social media learning curve
‣ A personalized learning plan for the Social Web with
guidance along the way
‣ A Facebook Fan Page for her business
‣ A more effective LinkedIn Profile
‣ To connect online in meaningful ways—she’s great in
person, but is feeling lost when it comes to the Social
Web


Get Clear

Tali needs to be clear about:
‣ Her business web presence goals
‣ Her target audiences on the Web
and where to find them
‣ The online market she will be
competing in
‣ Her business brand story
‣ Her message


Tali’s Web Presence Goals

‣ Use social networks to build
a thriving practice
‣ Help women in business
succeed
‣ Expand clientele throughout
the DC metro area
‣ Have a website and
educational blog


Tali’s Target Audiences

‣ Women who own and run small
businesses
‣ Clients who feel uncomfortable
with the culture of male
dominated accounting firms
‣ Clients who want a boutique level
of personalized service


Tali’s Market

‣ Current market: Silver Spring
‣ Future market: DC metro area
‣ Online market characteristics:
• Heavy Internet use
• Social networking savvy
• Strong personal network
connections


Tali’s Story

‣ Personal and professional are
interwoven
‣ Championed equal work for equal
pay in her corporate practice
‣ Committed to helping women
succeed
‣ Understands how male-
dominated corporate culture can
alienate women—especially
women who are good at their jobs


Tali’s Story

‣ Ethical, meticulous, a good
communicator, respectful, and
recognizes client expertise
‣ She believes in staying current
with changes in the tax code and
accounting practices


Tali’s Message

‣ Offers high quality personalized
service
‣ Woman-friendly atmosphere
‣ Jargon-lite
‣ I help you learn as much as you
want and provide more guidance if
you prefer
‣ Trustworthy source of accounting
advice


Getting Ready for the Web

What does Tali need to know about
her competition?
‣ Identify and follow similar firms
‣ Learn what they are doing on the
Internet
‣ Learn what they are doing on
social networks
‣ Evaluate them. Are they doing it
well?


Getting Ready for the Web

What is Tali’s brand reputation on
the Web?
‣ Who says what about her?
‣ Who says what about her
company?


Tools: Research with the Web

‣ Browser Bookmarks—personal
‣ Social Bookmarks—to share publicly
‣ RSS Reader—follow blogs & make
notes
‣ Alerts—monitor words & phrases
related to her business, trademarks,
market, profession, etc.


Skills: Research with Web

1. Add feeds to Google Reader
2. Scan new posts regularly
3. Mark favorites to read later
4. Read posts and make notes
5. Bookmark to share on Delicious
6. Bookmark in browser for
personal use


Monitoring Tali’s Reputation

‣ Monitor personal and business reputation:
• Name
• Company name
‣ Set up:
• Google Alerts
• Social Mention Alerts
‣ Search the Web:
• Google
• Bing


Communication Strategies

‣ Identify the networks her target audiences use
• LinkedIn
• Facebook
‣ Have a high quality personal LinkedIn profile
‣ Create LinkedIn business profile
‣ Have a Facebook Fan Page for business
‣ Create a business profile on Google Local
‣ Future website with educational blog


Tali’s Plan

We create her Facebook Fan Page,
she maintains it.
‣ Use page to connect with clients
and provide useful information
‣ Use page to attract new clients
and build reputation


Tali’s Plan

We overhaul her LinkedIn Profile & Privacy and coach
her. Tali will:
‣ Use LinkedIn Groups to stay current in her field
‣ Expand her network and seek out potential partners
‣ Attract new clients with her story and interactions
‣ Share expertise and educate using Answers
‣ Use status updates to educate and connect with her
network


Manage Communication

• Tali will use Hootsuite to manage
and schedule updates on:
- LinkedIn
- Personal Facebook Page
- Facebook Fan Page for
business


Communication Logistics

Tali will use Delicious to manage useful resources
‣ Delicious is a public place to store bookmarks
‣ She will review her Delicious bookmarks and
regularly post useful links to her:
• Facebook Fan Page
• Personal Facebook Page
• LinkedIn status updates
• LinkedIn Groups


Tali will Develop New Skills

Have a process for learning new tools:
• Use 3rd party blogs and YouTube
for how-to info and reviews
• Explore program options and
settings
• Use tutorials and Help


Tali will Develop New Habits

‣ Take notes in one place
‣ Use Chaos To Clarity’s Password Keeper
‣ Pay attention to what she can do with a program or
tool
‣ Consider how the tool fits into her plan—if it
doesn’t make life better, forget it
‣ Keep the process simple and the habits intentional


Benefits of Our Approach

Clients of Chaos To Clarity benefit from our approach
in 3 important ways:
‣ We help develop your business brand story and
message for the Web
‣ You get the guidance you need every step of the way
‣ You decide how much you want to learn so that you
can be more self-sufficient and make good decisions
in the future—we help you do it efficiently and
effectively.


Connect with Us

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Tracey Holinka

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Sign up for our newsletter Jo Golden


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