Social Media –
Leveraging Connections to
      Build Your Business
Our Integrated Media Team
 Ira Kaufman                       Greig Wells
 Marketing Strategist              Social Media C...
Let us Invite you
  on a Journey
 That can change
  the way you do
  business…

 If you are not
    current, you are
    v...
Our Goals
•   Go beyond the hype, access the Power of Social
    Media
•   Gain insights to leverage your connections to
 ...
What is Social Media?
          Social media is
  a means to generate conversations

      Stop thinking campaigns

    St...
Who’s Using Social Media
   72% of Internet Users have used Social Media
   Demographics are 27 – 56 year olds
   88% H...
Integrated Marketing Strategy
   Leverages social media with traditional, online
    and business development
   Analyze...
Social Media Synergy
    Generates Marketing Capital



  traditional             online
 advertising              marketi...
Marketing Capital Generated
The results are greater than the sum of
 each of the media inputs, including:

 Impact the ma...
Do You Need an
    Integrated Marketing Strategy?
   Does your target market use the internet to
    search for a busines...
Integrated Marketing 2.0 Strategy
           The Steps
 1.   Assess
 2.   Identify Expectations
 3.   Frame Strategy
 4.  ...
1. Assess

   Digital Footprint
     Google yourself/company – print pages 1-2
     If you’re digitally active, identif...
2. Identify Expectations
    What results do you want to realize?

   Increase your exposure, site traffic
   Build your...
3. Frame Strategy
Determine:

   “Pain” your product addresses or
    benefits it provides
   Target market(s)
   Resou...
4. Build Brand

 Your personal or business “personality”
 Distinctive value your products and
  services offer
 What yo...
Your Business Brand

 Qualitiesand characteristics that
 distinguish your business from
 others
 Mentaland emotional
 im...
Your Personal Brand
   Your CONTENT, evolving Online Digital
    Footprint
       personal/social networks
       onlin...
Building Your Personal Brand
         Define U
         Express U
         Develop U
         Publish U
         Dist...
Define U
   Clarify your identity
   Reveal your real power
   Define your “global calling card”
   Scope out your pat...
Express U

   Develop your style
   Demonstrate your work
   Share your passion
   Develop an elevator speech
Develop U

   Refine your communications skills
   Develop U with culture and tradition
   Select social relationships ...
Publish U

   Create a consistent digital profile

   Define your online persona

   Create your online destination
Distribute U

   Listen, Participate, Comment

   Build your network consistently

   Monitor your online
    reputation
Your Personal Brand is
      your Greatest Asset
 Strategy clarifies your direction and the
  power to achieve your goals...
5. Implement Marketing 2.0 Mix
   Select your tools
       Traditional
          TV, radio, print, billboards
       O...
6. Track-Evaluate
In 60-90 days:
Track
 Website visits through Google Analytics
 Search engine positions for keywords
 ...
7. Tweak-Adjust
 Rank media tools that produced the best
  results
 Compare your objectives and results
 Make content a...
Tools are Useless
       without a Blueprint
 Half of all new media campaigns fail
 Find your sweet spot
 Map out your ...
How Do You Get Results?
        5 Step Success Framework
1.   Integrated Social Media Marketing Strategy
2.   Profile Opti...
What’s Next?

       LinkedIn


       Facebook


       Twitter
Who’s on LinkedIn?

    48 million Professionals
    Avg income $110k
    Avg age 37 - 52

    Entrepreneurs – 31%
    Exe...
Power of LinkedIn

@Greig Wells
Oct 13, 2009
Agenda
 LinkedIn   Best Practices

 LinkedIn   Profile Optimization

 Creating   a Highly Targeted Sales Funnel

 Doin...
Why LinkedIn

 Business   Networking Platform

 Ideal   Demographics

 Exponential   Reach – 3 Degrees

 Time    Saver...
Best Practices
 Bigger    network is Better = Be Found

 Utilize   Reciprocity

 Don’t   Upgrade to a Paid Account

 C...
Profile Optimization
 SEO   your profile

 Be   Inviting = Maximize Connectivity

 Manipulate   Page Layout to Drive Sa...
I’m on LinkedIn… Now What?
Creating a Highly Targeted
          Sales Funnel
 1.   Join Groups Your Customers Are In

 2.   Create Your Own Group t...
In My Group

 Seed   Buying Criteria

 Position   Yourself as the Expert

 Create    Customer Buzz

 Control   competi...
Weekly To-Do List
 Accept   Invites, send follow up note

 Update   Status Bar

 LinkedIn   Answers

 Group   Discussi...
Resources
 SocialMediaWhatWorks.com


 MyLinkWiki.com


 JibberJobber.com


 LinkedIn   Toolbar
Q&A

http://www.LinkedIn.com/in/GreigWells
Should I Be Marketing on
              Facebook?
                         Yes
    Facebook is the #1 social destination

...
Why are they frequenting
            Business Pages?
   Getting news or product updates (67%)
   Having access to promot...
What’s the difference?

        Fan  page
        Group
        Profile
Fan Page               Group           Profile
Multiple profiles per   yes                    Yes up to 200   No
user allo...
Keys to Using Facebook

 Make business personal
 Update your Facebook Page frequently
 Harness the power of News Feed
...
What Can You Put on
           Your Fan Page?
   Event notices (tradeshows, conferences,
    specials)
   Custom modules...
Advertising on Facebook
 Reach your target market (location,
  gender, age, keywords)
 Inexpensive advertising -choose p...
Why Twitter?

 Twitter has 40 million users who spent 300
  million minutes on the site in April 2009,
  3712 % more time...
Look and Listen
 Monitor twitter for a few days
 Add your first few tweets
 Don’t sell
 Engage in conversations
 Use ...
Who is using Twitter?
   To update customers of company deals
     Dell
     Starbucks

   To offer customer support
 ...
Twitter Desktop Tools
 Seesmic
 Twhirl
 Tweetdeck
 Hootsuite
What is a Hashtag?
 A hashtag ( # ) is a way to unite global
  Tweets around some particular topic.
  Basically, these ar...
Twitter Applications
 Twitpic - For uploading photos
 Tweetlater - Scheduling tweets
 Tweetburner - to track links you ...
Contact Info
Ira Kaufman    ira@optimizedstrategies.com
               http://www.linkedin.com/in/optimizedstrategies
    ...
Create Your Digital Footprint
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Social Media Leveraging Connections to Grow Your Business

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Use social media in an integrated marketing strategy to build synergy and leverage your connections as you build and grow your business

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Social Media Leveraging Connections to Grow Your Business

  1. 1. Social Media – Leveraging Connections to Build Your Business
  2. 2. Our Integrated Media Team Ira Kaufman Greig Wells Marketing Strategist Social Media Coach President, Optimized Strategies LinkedIn Top 50 Patsy Stewart Brian Duvall Director of Social Media Web Video Production Optimized Strategies & Syndication
  3. 3. Let us Invite you on a Journey That can change the way you do business… If you are not current, you are vulnerable!
  4. 4. Our Goals • Go beyond the hype, access the Power of Social Media • Gain insights to leverage your connections to build your business • Outline a personal branding strategy • Demonstrate the “How To’s” of Big Three Tools • Provide you with resources, exercises to develop and implement an Integrated Marketing 2.0 Strategy
  5. 5. What is Social Media? Social media is a means to generate conversations Stop thinking campaigns Start thinking conversations Translate conversations into Results
  6. 6. Who’s Using Social Media  72% of Internet Users have used Social Media  Demographics are 27 – 56 year olds  88% Have been using Social Media < 90 days *Source is Social Media Industry Report 2009 by Michael Stelzner • Facebook 300 million users • Twitter 52 million users • LinkedIn 48 million users
  7. 7. Integrated Marketing Strategy  Leverages social media with traditional, online and business development  Analyzes your product/service; determines the relative power of each medium; and then integrates them to optimize your results  Generates marketing capital  Creates sustainable competitive advantage  “Exponetializes” the reach of your current marketing
  8. 8. Social Media Synergy Generates Marketing Capital traditional online advertising marketing business social development media BUZZ
  9. 9. Marketing Capital Generated The results are greater than the sum of each of the media inputs, including:  Impact the market, gain Top of Mind awareness  Use to address sensitive /negative issues  Efficient use of marketing dollars  Strengthen Company, Employer and Personal Brand  Expand exposure by driving your message across media  Access the viral power of user distribution
  10. 10. Do You Need an Integrated Marketing Strategy?  Does your target market use the internet to search for a business, access information, or evaluate products?  Do you want to:  Becompetitive in the future?  Be a thought leader in your industry?  “Expontentialize” the reach of your current marketing efforts
  11. 11. Integrated Marketing 2.0 Strategy The Steps 1. Assess 2. Identify Expectations 3. Frame Strategy 4. Build Brand 5. Implement Marketing 2.0 Mix 6. Track- Evaluate 7. Tweak-Adjust
  12. 12. 1. Assess  Digital Footprint  Google yourself/company – print pages 1-2  If you’re digitally active, identify baseline of connections, followers, fans, and web site visitors  Competitive Analysis  Search your keywords  Identify your competitors  Google your competitors
  13. 13. 2. Identify Expectations What results do you want to realize?  Increase your exposure, site traffic  Build your business or personal brand  Build brand awareness  Improve customer service  Increase customers  Increase revenue
  14. 14. 3. Frame Strategy Determine:  “Pain” your product addresses or benefits it provides  Target market(s)  Resources ($, personnel) you will invest in Marketing2.0  Timetable
  15. 15. 4. Build Brand  Your personal or business “personality”  Distinctive value your products and services offer  What you leave behind  Interactions and offline
  16. 16. Your Business Brand  Qualitiesand characteristics that distinguish your business from others  Mentaland emotional impressions that other people have of your business
  17. 17. Your Personal Brand  Your CONTENT, evolving Online Digital Footprint  personal/social networks  online conversations  media voice (publications, multimedia, workshops)  accomplishments and want to be recognized for  recommendations  It remains with you forever
  18. 18. Building Your Personal Brand  Define U  Express U  Develop U  Publish U  Distribute U
  19. 19. Define U  Clarify your identity  Reveal your real power  Define your “global calling card”  Scope out your path  Share your values; vision  Express your loyalty
  20. 20. Express U  Develop your style  Demonstrate your work  Share your passion  Develop an elevator speech
  21. 21. Develop U  Refine your communications skills  Develop U with culture and tradition  Select social relationships carefully  Give something back…time, talent, $  Strive to become a Thought Leader
  22. 22. Publish U  Create a consistent digital profile  Define your online persona  Create your online destination
  23. 23. Distribute U  Listen, Participate, Comment  Build your network consistently  Monitor your online reputation
  24. 24. Your Personal Brand is your Greatest Asset  Strategy clarifies your direction and the power to achieve your goals  Publishing positions you for new opportunities  Conversations update and project your brand  Monitoring protects your asset
  25. 25. 5. Implement Marketing 2.0 Mix  Select your tools  Traditional  TV, radio, print, billboards  Online  Email/newsletter  Press release  Social  LinkedIn  Blogs  Facebook  Twitter  Determine a timetable for media actions with trackable budurls  Integrate marketing tools with social media  Drive traffic to your online call to action (website/blog, landing page)
  26. 26. 6. Track-Evaluate In 60-90 days: Track  Website visits through Google Analytics  Search engine positions for keywords  Reach of Tweets and publications through budurls  Business growth, clients, and revenue Evaluate Digital Footprint  Google yourself again  Google your competitors  Get updates on your connections  Monitor Personal Brand/Thought Leadership  Invitations, blog comments, Facebook activity  Social media ranking sites (omnee.thebubblejungle.com; twitterank.com)
  27. 27. 7. Tweak-Adjust  Rank media tools that produced the best results  Compare your objectives and results  Make content adjustments based on feedback from targeted groups  Tweak search engine optimization, publishing strategy, social network tools
  28. 28. Tools are Useless without a Blueprint  Half of all new media campaigns fail  Find your sweet spot  Map out your digital landscape  Don’t hesitate …strategize!
  29. 29. How Do You Get Results? 5 Step Success Framework 1. Integrated Social Media Marketing Strategy 2. Profile Optimization 3. Commitment to Growing your Network 4. Nurture Relationships 5. Consistency
  30. 30. What’s Next? LinkedIn Facebook Twitter
  31. 31. Who’s on LinkedIn? 48 million Professionals Avg income $110k Avg age 37 - 52 Entrepreneurs – 31% Executives – 18% Decision Makers – 42% *From LinkedIn.com Advertising
  32. 32. Power of LinkedIn @Greig Wells Oct 13, 2009
  33. 33. Agenda  LinkedIn Best Practices  LinkedIn Profile Optimization  Creating a Highly Targeted Sales Funnel  Doing LinkedIn in 1 Hour a Week
  34. 34. Why LinkedIn  Business Networking Platform  Ideal Demographics  Exponential Reach – 3 Degrees  Time Saver & Information Aggregator
  35. 35. Best Practices  Bigger network is Better = Be Found  Utilize Reciprocity  Don’t Upgrade to a Paid Account  Control IDK
  36. 36. Profile Optimization  SEO your profile  Be Inviting = Maximize Connectivity  Manipulate Page Layout to Drive Sales  Brand Reinforcement
  37. 37. I’m on LinkedIn… Now What?
  38. 38. Creating a Highly Targeted Sales Funnel  1. Join Groups Your Customers Are In  2. Create Your Own Group to Pre-Qualify  3. Invite Targeted Prospects to Your Group
  39. 39. In My Group  Seed Buying Criteria  Position Yourself as the Expert  Create Customer Buzz  Control competition
  40. 40. Weekly To-Do List  Accept Invites, send follow up note  Update Status Bar  LinkedIn Answers  Group Discussion (ReUse Content)  Send Targeted Group Invites
  41. 41. Resources  SocialMediaWhatWorks.com  MyLinkWiki.com  JibberJobber.com  LinkedIn Toolbar
  42. 42. Q&A http://www.LinkedIn.com/in/GreigWells
  43. 43. Should I Be Marketing on Facebook? Yes Facebook is the #1 social destination  More than 300 million active users and more than m 300,000 businesses  4th most trafficked website  The fastest growing demographic is those 35 years old and older  More than 10 million users become fans of Pages each day
  44. 44. Why are they frequenting Business Pages?  Getting news or product updates (67%)  Having access to promotions (64%)  Viewing or downloading videos/music (41%)  Submitting opinions (36%)  Connecting with other consumers (33%) If your business has prospects on Facebook and they would find any of the above interesting, you should build a business fan page. SOURCE: Pace University study, 12/08
  45. 45. What’s the difference?  Fan page  Group  Profile
  46. 46. Fan Page Group Profile Multiple profiles per yes Yes up to 200 No user allowed groups Search engine Yes, visible to Yes, visible to No visibility search & non FB search and non members FB members Membership size unlimited unlimited 5000 friends Messaging Can message all Can message Can’t fans no more than message all 5000 members friends at once Announcements go to Updates list (most To your inbox n/a access from profile) Applications Can add limited apps Very limited Can add preset apps nearly all apps available metrics Can measure page n/a n/a activity through insights
  47. 47. Keys to Using Facebook  Make business personal  Update your Facebook Page frequently  Harness the power of News Feed  Choose the applications that are best for your business  Promote your Page through Facebook Ads
  48. 48. What Can You Put on Your Fan Page?  Event notices (tradeshows, conferences, specials)  Custom modules/applications  Newsletter or Opt-in box  RSS feed from your blog  Videos, Photos  Links to articles, blogs and websites  Notes (equivalent of mini blog posts)  Career Opportunities  Contests and Polls
  49. 49. Advertising on Facebook  Reach your target market (location, gender, age, keywords)  Inexpensive advertising -choose pay per click (CPC) or impression (CPM)  Advertise your website or a Facebook Page or Event  Track your progress with real-time reporting using Insights.
  50. 50. Why Twitter?  Twitter has 40 million users who spent 300 million minutes on the site in April 2009, 3712 % more time than in April 2008  Twitter users spend 66% more dollars on the Internet than non-twitter users  Largest age group on Twitter is 35-49
  51. 51. Look and Listen  Monitor twitter for a few days  Add your first few tweets  Don’t sell  Engage in conversations  Use http://search.twitter.com  Download twitter desk client (Seesmic, Tweetdeck, Twirl)
  52. 52. Who is using Twitter?  To update customers of company deals  Dell  Starbucks  To offer customer support  JetBlue  ComCast  To get closer to customers  SouthwestAirlines  Whole Foods Market
  53. 53. Twitter Desktop Tools  Seesmic  Twhirl  Tweetdeck  Hootsuite
  54. 54. What is a Hashtag?  A hashtag ( # ) is a way to unite global Tweets around some particular topic. Basically, these are tags that that help those who seek similar content discover your Tweets.  #hashtags.org a list of popular hashtags  Tweetchat create chat rooms for hashtags and see related tweets
  55. 55. Twitter Applications  Twitpic - For uploading photos  Tweetlater - Scheduling tweets  Tweetburner - to track links you tweet  Twellow – twitter yellow pages  Tweetbeep – alerts sent to your email http://optimizedstrategies.com/howto/twitter.pdf
  56. 56. Contact Info Ira Kaufman ira@optimizedstrategies.com http://www.linkedin.com/in/optimizedstrategies http://facebook.com/irakaufman Twitter @ira9201 Greig Wells greig_wells@yahoo.com http://www.linkedin.com/in/greigwells http://facebook.com/greigwells Twitter @GreigWells Patsy Stewart patsy@optimizedstrategies.com http://www.linkedin.com/in/patsystewart htttp://facebook.com/patsystewart Twitter @stewartb2b Brian Duvall Brian@DuvallMedia.com http://www.linkedin.com/in/BrianDuvall htttp://facebook.com/BrianDuvall Twitter @BrianDuvall
  57. 57. Create Your Digital Footprint

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