Leadership_SocialMedia_4-14-11

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The LEADERship Presentation 4/14/11:
What You Don’t Know About Social Media Could be Killing Your Business
Presented by Tracy Gosson and Hollis Thomases

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Leadership_SocialMedia_4-14-11

  1. 1. What You Don’t Know About Social Media Could Be Killing Your Business<br />Presented by:<br />Hollis ThomasesPresident<br />Tracy GossonPresident<br />
  2. 2. What is Social Media?<br />
  3. 3. Social Media vs. Social Networking<br />Social Media<br />Broad term<br />Social Media is a Channel<br />More one-way communication<br />Focus is on content generation & consumption<br />Social Networking<br />More specific term<br />Social Networking is Engagement<br />More two-way communication<br />Focus is on building relationships and establishing reputations<br />
  4. 4. Common Terminology<br />LinkedIn<br />Twitter<br />Facebook<br />Tweets<br />Follow vs. Following vs. Friends (“Tweeps”)<br />Mentions/@replies<br />DMs<br />Shortened URL<br />Hashtags<br />Tweetups<br />Network<br />Connections<br />Recommendation<br />Groups<br />Likes<br />Friends vs. Like(rs)<br />Profile vs. Page<br />Status Update<br />Blogging<br />YouTube<br />Blog vs. Blogging vs. Blog Post<br />RSS Feed<br />Comments<br />Social Bookmarks<br />Channel<br />Views<br />Spotlight Videos<br />Promoted Videos<br />Featured Videos<br />
  5. 5. Who Uses Social Media?<br />Clients<br />Prospects<br />Competitors<br />Job Seekers<br />Industry Analysts<br />Everybody Else…<br />
  6. 6. Developing a Social Media Strategy<br />Approach like any marketing initiative; you need a plan<br />Listen first<br />Be realistic about your investment abilities; how much money and staff time can you afford?<br />Determine your destination; then build your map<br />Identify who you are and what you care about; what is your “voice” going to be?<br />Understand the best tools for your organization<br />How are you going to track in a way that is meaningful to you?<br />
  7. 7. How Social Media Could Be Affecting Your Business<br />Let’s see some examples…<br />
  8. 8. Human Resources<br /><ul><li>Job Recruitment</li></li></ul><li>Human Resources<br /><ul><li>Job Recruitment</li></li></ul><li>Human Resources<br /><ul><li>Job Recruitment
  9. 9. Education/Training</li></li></ul><li>Marketing<br /><ul><li>Direct-to-Consumer Marketing</li></li></ul><li>Marketing<br /><ul><li>Direct-to-Consumer Marketing
  10. 10. Promotions</li></li></ul><li>Marketing<br /><ul><li>Direct-to-Consumer Marketing
  11. 11. Promotions
  12. 12. Lead Generation& Sales</li></li></ul><li>PR & Reputation Management<br />Thought Leadership<br />
  13. 13. PR & Reputation Management<br />Thought Leadership<br />Product Reviews<br />
  14. 14. PR & Reputation Management<br />Thought Leadership<br />Product Reviews<br />Crisis Management<br />
  15. 15. Brand Building<br />Build Branding& Awareness<br />
  16. 16. Brand Building<br />Build Branding& Awareness<br />
  17. 17. Brand Building<br />Build Branding& Awareness<br />Build Loyalty& Retention<br />
  18. 18. Brand Building<br />Build Branding& Awareness<br />Build Loyalty& Retention<br />
  19. 19. Customer Service<br />Provide Direct Customer Service<br />
  20. 20. Customer Service<br />Provide Direct Customer Service<br />
  21. 21. Customer Service<br />Provide Direct Customer Service<br />Another brand & relationship building opportunity<br />
  22. 22. Customer Service<br />Provide Direct Customer Service<br />Another brand & relationship building opportunity<br />
  23. 23. Search Engine Visibility<br />Increase organic (free) search engine rankings<br />Give competitive edge<br />
  24. 24. Tools of the Trade<br />Monitoring<br />Measuring<br />Execution<br />Blogging<br />CMS (e.g. WordPress)<br />Twitter<br />HootSuite, Tweekdeck, Seesmic<br />Bookmarklets<br />Integration Tools<br />Twitter  Facebook<br />Facebook  LinkedIn<br />Feeds<br />Mobile Apps<br />
  25. 25. Tools of the Trade<br />Execution<br />
  26. 26. Tools of the Trade<br />Execution<br />
  27. 27. Tools of the Trade<br />Execution<br />
  28. 28. Tools of the Trade<br />Monitoring<br />Measuring<br />Execution<br />PostRank Analytics<br />Social Mention<br />Socialseek<br />Trackur<br />Viral Heat<br />Sysomos<br />Radian6<br />Trendrr<br />Google Alerts<br />Blogging<br />CMS (e.g. WordPress)<br />Twitter<br />HootSuite, Tweekdeck, Seesmic<br />Bookmarklets<br />Integration Tools<br />Twitter  Facebook<br />Facebook  LinkedIn<br />Feeds<br />Mobile Apps<br />
  29. 29. Tools of the Trade<br />Monitoring<br />
  30. 30. Tools of the Trade<br />Monitoring<br />
  31. 31. Tools of the Trade<br />Monitoring<br />Measuring<br />Execution<br />PostRank Analytics<br />Social Mention<br />Socialseek<br />Trackur<br />Viral Heat<br />Sysomos<br />Radian6<br />Trendrr<br />Google Alerts<br />Google Analytics<br />Tweet Reach<br />HowSociable?<br />Post Rank Analytics<br />Blogging<br />CMS (e.g. WordPress)<br />Twitter<br />HootSuite, Tweekdeck, Seesmic<br />Bookmarklets<br />Integration Tools<br />Twitter  Facebook<br />Facebook  LinkedIn<br />Feeds<br />Mobile Apps<br />
  32. 32. Tools of the Trade<br />Measuring<br />Common Metrics/KPIs by Platform<br />
  33. 33. Tools of the Trade<br />Measuring<br />Tangibles<br />Record search engine rankings prior to SMO<br />Track inbound links from SMO initiatives<br />Review Web Analytics:<br />increased traffic from SMO efforts particularly referral sites<br />before and after site activity<br />completion rate for specific objectives, i.e. requests for white papers or completed contact forms<br />Capture other methods of inquiry, i.e. by telephone (via call tracking) or direct email<br />
  34. 34. Tools of the Trade<br />Measuring<br />Intangibles<br />Increased brand visibility on high traffic, forward-thinking web properties with very targeted, positive content<br />Creation of additional discussion, commenting, and engagement with targeted content and brand beyond just a simple page view<br />Can be measured by assessing # of mentions, sentiment, authority, market share, relevance etc<br />Combats detracting or distracting posts about your company or products. By continuing to present consistent, positive and USEFUL information from trusted community members, the company can engage the sites more over time to supplement and balance negative or unhelpful info.<br />
  35. 35. Tools of the Trade<br />Measuring<br />
  36. 36. Other Tools<br />Cross-Platform Blogging Tools<br />Tumblr<br />Posterous<br />Social Media Advertising<br />LinkedIn DirectAds<br />Facebook Ads<br />
  37. 37. Who’s using What?<br />Types of Social Media Platforms Deployed<br />Photo Sharing<br />(Non-FB)<br />Tagging<br />Blogs<br />RSS & Sharing<br />Twitter<br />LinkedIn<br />YouTube<br />SlideShare<br />On-Site Polls<br />On-Site Communities<br />Discussion Boards<br />Streaming A/V<br />Facebook<br />Company Name<br />19 April 2011<br />39<br />
  38. 38. Trends & Hot Topics<br />
  39. 39. Trends & Hot Topics<br />
  40. 40. Resources<br />
  41. 41. Key Take-Aways<br />Monitor & Listen, even if you don’t participate<br />Recognize that your target audience, your competitors, your industry are using social media, even if you’re not<br />Develop a strategy that’s right for you<br />Remember that social media is just another tool in the toolkit<br />
  42. 42. Thank you!<br />Presented by:<br />Hollis ThomasesPresident<br />Tracy GossonPresident<br />

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