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Maximizing Social Media For Entrepreneurs


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Based on Maximizing Social Media Presentation to David Siteman Garland including 10 Big Marketing Predictions

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Maximizing Social Media For Entrepreneurs

  1. 1. Maximizing Social Media<br /> David Siteman Garland<br />Entrepreneurs Organization<br />December 2nd , 2009<br />
  2. 2. What are you hoping we cover today?<br />?<br />
  3. 3. Today’s Outline:<br />I. What are you hoping we cover?<br />II. Introduction: 10 Big Marketing Predictions For 2010<br />III. Maximizing Social Media: 7 Characteristics Of Social Media, Social Media Myths, The Big Three, Common Mistakes<br />IV: 12 Ways Entrepreneurs Can Maximize Social Media<br />VI: How To Create The Ultimate Social Media Plan For Your Business Step-By-Step<br />IV: What now? Q&A<br />
  4. 4. Who Am I?<br />Entrepreneur/TV Host<br />Founder of The Rise To The Top/Rangency<br />Early Adapter<br />Speaker, Consultant, Writer<br />Live and breathe helping businesses market smarter, faster and cheaper. <br />
  5. 5. My Experience With Social Media<br />Yes, I’m a little nerdy with Facebook<br />Building an audience of 1,000,000+<br />Yahoo Connected TV! Deal/Sponsorships<br />50+ Public Relations Opportunities<br />New friends & relationships<br />
  6. 6. 12 Ways Entrepreneurs Can Maximize Social Media:<br />Page 3 In Your Handout<br />
  7. 7. 10 Big Marketing Predictions For 2010<br />
  8. 8. Where do the predictions come from?<br />The Trenches<br />40+ Expert Interviews<br />Consulting: Entrepreneurs & Big Brands<br />1,000’s Of Online + Offline Conversations<br />Original Article Is Example Of The Practices<br />
  9. 9. 1. Big Brands Will Learn From Entrepreneurs, Small Businesses and Niche Brands.<br />Smarter, Cheaper, Faster<br />Nimble<br />The Art Of The Hustle<br />
  10. 10. 2. Digital Schmoozing: Networking Online<br />Principles similar/rules different<br />World is getting more connected<br />New Etiquette <br />
  11. 11. 3. Death Of The One-Way Website<br />Corporate-speak one-way sites = Dead<br />Interactive, Social<br />Cheaper/Dynamically Designed<br />Solution? <br />
  12. 12. 4. Content Marketing: Brands As Media Sources And Publishers<br />Low Barrier Of Entry<br />Word Of Mouth Through Content<br />Key: Know Your Customer<br />
  13. 13. 5. Online Video: Forget Viral Focus On Function<br />Viral = not the goal<br />Cost of video<br />Ideas & Authenticity<br />
  14. 14. 6. Death Of The 30-Second Ad: Rise Of Creative Paid Content<br />Niche replacing mass<br />Unique sponsorship opportunities<br /> 1. Affiliates<br /> 2. Content Integration<br />
  15. 15. 7. Reputation Marketing: Customer Service And Caring<br />Little Touches Matter<br />The Power Of One Customer<br /> Piccolo Sogno<br />
  16. 16. 8. Event Marketing<br />Be Different<br />Execution Is Everything<br />Much More Than An Event: Before & After<br />
  17. 17. 9. Social Media: No Longer A Buzzword In Marketing<br />Strategy<br />Using Technology<br />Resources/Shortcuts<br />
  18. 18. 10. Relationships, Relationships, Relationships.<br />Nothing online replaces building relationships the old fashioned way<br />Benefit of Send Out Cards<br />
  19. 19. Does Social Media Work For Business?<br />Absolutely NOT….<br />….Unless you like:<br />-Passionate, engaged customers<br />-New business ideas<br />-To know what your customers/clients and potential clients are talking about<br />-A new way to market, advertise and build relationships<br />
  20. 20. Traditionalmarketing is <br />hit or miss<br />
  21. 21. The ENTIRE communications world is changing<br />Brands and entrepreneurs no longer control their message<br />Biggest Budget DOESN’T WIN<br />Even Playing Field<br />No middleman to talk to customers<br />Two way dialogue replacing the bullhorn<br />Word Of Mouth ON STEROIDS (Soccer Mom)<br />Human &gt; Businesses<br />
  22. 22. To Succeed As An Entrepreneur<br />You not only need an amazing product and/or service: <br />But the fastest way to guarantee success is to have an interactive website and create KILLER content<br />
  23. 23. Content Creation Will Kick start Everything<br />Blogging<br />Video <br />Audio<br />Articles<br />Providing value and being unique<br />You don’t have to be Spielberg or King<br />
  24. 24. 7 Characteristics of Social Media<br />#1 Social Media is a powerful TOOL …err WEAPON<br /><br />
  25. 25. #2 Social mediafocuses on COMMUNITY+ HUMANS<br /><br />
  26. 26. #3 Social media requires ACTIVE PARTICIPATION<br /><br />
  27. 27. #4 Social media is a VIRTUAL, INTERACTIVE ROLODEX<br /><br />
  28. 28. #5 Social media creates YOUR PERSONAL BRAND<br /><br />
  29. 29. #6 Investment in Social media = TIME<br /><br />
  30. 30. And #7………..<br /> Social media is FUN (seriously)<br /><br />
  31. 31. I posed this question to my social media community <br /><br />
  32. 32. Top 7 Social Media Myths <br />1. You have to be a teenager to be on social media sites.<br /><br />
  33. 33. 2. Social media is NOT for business.<br /><br />
  34. 34. 3. It has a high learning curve and you need to use all the tools.<br /><br />
  35. 35. 4. You will have no privacy if you participate in social media.<br /><br />
  36. 36. 5. Social media takes too much time.<br /><br />
  37. 37. 6. This is just a fad.<br /><br />
  38. 38. And #7… Social media is “FREE”.<br /><br />
  39. 39. Remember:Good business skills are good business skills online of offline. However, the online world is much less formal.<br /><br />
  40. 40. The 3 Big Social Media Forces<br />
  41. 41. Where is your <br />audience ?<br />
  42. 42. Your Personal Rolodex<br />-Create a profile<br />-Friend people you know (easy ways to search this)<br />-Join groups and associations<br />-Connect with old friends, relatives<br />-Personal and business connections<br />-More personal: Share hobbies, photos, etc.<br />-Create and promote a fan page for your business<br /><br />
  43. 43. 3 Facebook Tips<br />1. 1st Person<br />2. Search for groups and associations related to your business field/networking<br />3. Ask for help: Use the import tools to import your email contacts to Facebook and then send them a friend request.<br /><br />
  44. 44. Facebook Ideas<br />-Create A Fan Page: Give People Reason To Join<br />-Make your fan page conversational<br />-When connecting with new people make it personal<br />-Happy birthday!<br />-Crowd source<br />-Mix in the fun and business may come out of it….Ludo<br /><br />
  45. 45.
  46. 46. Business Rolodex<br />-Huge tool for making connections and gaining authority and influence<br />-Join associations, recommend others, request connections<br />-Can see who your connections know<br />-Can place in your profile what you are looking for/What business does<br />-Now integrates well with Twitter<br /><br />
  47. 47. 3 LinkedInTips<br />Recommend others to get recommended. <br />Join organizations related to your field. Similar to Facebook, there is a wide variety of groups to join that will keep you informed of networking events and other opportunities.<br />3. Introduce and get introduced. LinkedIn is great for asking your contacts to introduce you to others. You can see who they know and learn that the 6-degrees of separation rule (especially in St. Louis) is in actuality far, far less.<br /><br />
  48. 48.
  49. 49. A 15 million person cocktail party<br />-Twitter Evolution: What am I doing, Sharing Information, Spreading Ideas<br />-Portal of connections<br />-Twitter search could be the most powerful search on Internet:<br />-Take it into the real world: Turn conversations into emails, visit interesting sites<br />-Engage, interact, give first<br /><br />
  50. 50. David’s 12 Steps To Rocking Twitter’s World<br />#1: Goal Setting<br />Why are you coming onto Twitter?<br />What are your goals?<br />How are they measured?<br />
  51. 51. #2: Fill Out Your Profile All The Way<br />Short, engaging, human (remember people like to do business with people, not businesses)<br />Make sure your name is easily searchable<br />
  52. 52. #3 Listen<br />Everyone wants to know &quot;what do I say?&quot;. The answer is NOTHING.<br /> Grow big ears. Search for key terms and guess what prospects might type in.<br /> Follow those people in your industry/interests<br />
  53. 53.
  54. 54. #4 Find Thought Leaders In Your Niche<br />Not just number of followers but who is most engaging.<br /> See what they are saying, follow some of their followers<br />
  55. 55. #5 Your First Tweets<br /> Ask for help (people are helpful..give them a chance)<br />Respond to questions you found in searches related to your niche<br />Retweet valuable information/articles from thought leaders<br />
  56. 56. #6 Make Sure To Interact<br />Reach out and respond to those talking about you or to you<br />Jump in on conversations<br />Try a hashtag (#)<br />Promote others/introduce others (be a connector)<br />
  57. 57. #7 Create Your Own Content/Lists<br />Articles, quotes, blog posts, make sure to integrate it into Twitter<br />Don&apos;t make Twitter a megaphone. Make sure to interact.<br />Twitter Lists extremely powerful<br />
  58. 58. #8 Try Crowd Sourcing<br />Question on a product, service or something you might do in your business? ASK! You may get connected to the CEO of the company<br />My #1 Lead Generator. Period. <br />
  59. 59. #9 Vary Up Your Tweets<br />Try different lengths and style of Tweeting<br />Remember keep it shorter for a better chance of being Retweete<br />Have some personality (you don&apos;t JUST talk about business at a networking event do you? Work the room!)<br />
  60. 60. #10 Measure, Revamp, Expriment<br />-Are followers going up? <br />Have some fun and try different things! <br />Try Direct Messaging and introduce yourself just like you would at a networking event<br />You don’t ask for a sale after an introduction do you?<br />
  61. 61. #11 Bring It Off Twitter<br />Making a great connection? <br />Tell them to give you a ring or email you-Take the conversation beyond 140 characters <br />
  62. 62. #12 Rinse, Wash, Repeat.<br />Start again and keep going!<br />
  63. 63. Bad photos <br />Boring Requests<br />Talking in 3rd person<br />Bullhorn<br />Not A Human<br />Not responding to <br />your audience<br />
  64. 64. Don’t overly <br />self-promote… <br />Promote others first<br />Don’t confuse the <br />term monetization<br />
  65. 65. Not listening<br />No plan/Bad Advice<br />Afraid to experiment<br />Applying “old” rules of advertising<br />Lack of patience (Social media is a LONG TERM strategy: Marathon vs. Sprint)<br />
  66. 66. Monetize Your Online Efforts<br />
  67. 67. How to generate quality leads<br />Offering value and forming relationships<br />Opt Ins <br />Asking Questions<br />Answering Questions<br />Contests<br />Group Marketing<br />Be like Mother Theresa <br />
  68. 68. Build a following of raving fans<br />…by providing content for your audience<br />
  69. 69. 12 Ways Entrepreneurs Can Maximize Social Media:B2C and B2B - Bottom line is your customers online want to do business with people and not faceless businesses. <br />
  70. 70. #1 Customer Service/Caring<br />
  71. 71. #2 PR<br /><br />Benefits Of Bloggers<br />HARO:<br />
  72. 72. #3 Marketing (not direct sales but can lead to direct sales)<br />Contests, Special Offers, YES THEY WORK<br />Dell Says It Has Earned $3 Million From Twitter<br />
  73. 73. #4 Business Partnerships<br />Shoeboxed, Poken, Objective Marketer, Kodak<br />
  74. 74. #5 Research/Crowd Sourcing/Developing New Products (This or This)<br />
  75. 75. #6 Humanizing A Business<br />
  76. 76. #7 Reputation Management<br />
  77. 77. #8 Recruiting<br />
  78. 78. #9 Reaching A New Demographic<br />
  79. 79. #10 Building A Database<br /><ul><li>E-Blasts
  80. 80. RSS
  81. 81. Opt Ins
  82. 82. Followers/Fans</li></li></ul><li> #11 Relationship Building/Networking<br />Reaching Out<br /> Giving First<br /> Accessibility High<br />
  83. 83. #12 Spying On Competitors<br />
  84. 84. With <br />social media you hit 100%<br />of the time<br />
  85. 85. Q&A<br />+<br />Creating A Social Media Strategy<br />