Getting The Most Out Of Online Social Networks 04/24/08 Tunheim.com | e-Strategy.com
Who We Are: About Tunheim Partners <ul><li>Well-regarded thinking and crisp execution –  </li></ul><ul><li>these are the b...
Ties That Bind – Common Features <ul><li>Common Features Of Social Networking Sites </li></ul><ul><li>Friends/Contacts Lis...
Ties That Bind – Pure Social Networking Sites <ul><li>Friends/Contacts Lists </li></ul><ul><li>RSS Enabled </li></ul><ul><...
Pure Social Networking Sites <ul><li>Facebook </li></ul><ul><li>LinkedIn </li></ul><ul><li>MySpace </li></ul><ul><li>Bebo ...
Niche Social Networking Sites <ul><li>Ning </li></ul><ul><ul><li>Build Your Own </li></ul></ul><ul><li>BlackPlanet.com </l...
What’s The Big Deal? <ul><li>Gain Access To Others Networks </li></ul><ul><ul><li>See Who Knows Who </li></ul></ul><ul><ul...
Considerations <ul><li>Company Information </li></ul><ul><ul><li>Too much company information from employee profiles?  </l...
Opening & Optimizing <ul><li>Accounts are free or for fee </li></ul><ul><li>Fill in completely </li></ul><ul><ul><li>More ...
Optimizing Your Account <ul><li>Search Engine Optimization </li></ul><ul><ul><li>Profiles Show Up In Google </li></ul></ul...
Building Your Network <ul><li>Begin At Home </li></ul><ul><ul><li>Invite family, friends, colleagues & clients who are use...
Expert Positioning – Q & A <ul><li>LinkedIn’s Questions & Answers </li></ul><ul><ul><li>Ask Questions </li></ul></ul><ul><...
Expert Positioning - Groups <ul><li>LinkedIn, Facebook & MySpace Groups </li></ul><ul><ul><li>Host Your Own </li></ul></ul...
Praise & Recommendations <ul><li>Facebook & MySpace Comments </li></ul><ul><ul><li>Flattery will get you everywhere </li><...
Sophisticated Search <ul><li>Advanced Search </li></ul><ul><ul><li>Sophisticated & Powerful Search Functions </li></ul></u...
Strategies & Tactics <ul><li>Brand visibility </li></ul><ul><li>Expert positioning </li></ul><ul><li>Media Relations </li>...
Tunheim Partners’ e-Strategy <ul><li>Tunheim Partners </li></ul><ul><ul><li>Strategic communications company </li></ul></u...
Contact <ul><li>Web </li></ul><ul><ul><li>tunheim.com </li></ul></ul><ul><ul><li>e-strategy.com </li></ul></ul><ul><li>Ema...
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Getting The Most Out Of Social Networks

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A presentation from Tunheim Partners e-Strategy practice on the strategic use of Social Networking sites.

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Getting The Most Out Of Social Networks

  1. 1. Getting The Most Out Of Online Social Networks 04/24/08 Tunheim.com | e-Strategy.com
  2. 2. Who We Are: About Tunheim Partners <ul><li>Well-regarded thinking and crisp execution – </li></ul><ul><li>these are the building blocks of Tunheim Partners. </li></ul><ul><li>Our clients turn to us to help them capitalize </li></ul><ul><li>on important communications opportunities. </li></ul><ul><li>We respond with insightful counsel and service </li></ul><ul><li>to help them achieve their objectives. </li></ul>
  3. 3. Ties That Bind – Common Features <ul><li>Common Features Of Social Networking Sites </li></ul><ul><li>Friends/Contacts Lists </li></ul><ul><li>RSS Enabled </li></ul><ul><li>Sites With Social Networking Features </li></ul><ul><ul><li>YouTube </li></ul></ul><ul><ul><li>Flickr </li></ul></ul><ul><ul><li>Twitter </li></ul></ul>
  4. 4. Ties That Bind – Pure Social Networking Sites <ul><li>Friends/Contacts Lists </li></ul><ul><li>RSS Enabled </li></ul><ul><li>Status Updates </li></ul><ul><ul><li>e-avesdropping </li></ul></ul><ul><li>Can Add Content </li></ul><ul><ul><li>Photos </li></ul></ul><ul><ul><li>Music </li></ul></ul><ul><ul><li>Video </li></ul></ul><ul><ul><li>RSS Feeds </li></ul></ul><ul><li>Contribute </li></ul><ul><ul><li>Groups </li></ul></ul><ul><ul><li>Comments </li></ul></ul><ul><ul><li>Direct Mail </li></ul></ul><ul><li>Favorites/Fans </li></ul>
  5. 5. Pure Social Networking Sites <ul><li>Facebook </li></ul><ul><li>LinkedIn </li></ul><ul><li>MySpace </li></ul><ul><li>Bebo </li></ul><ul><li>Hi5 </li></ul><ul><li>Orkut </li></ul><ul><li>Friendster </li></ul>
  6. 6. Niche Social Networking Sites <ul><li>Ning </li></ul><ul><ul><li>Build Your Own </li></ul></ul><ul><li>BlackPlanet.com </li></ul><ul><li>TeeBeeDee - Boomers </li></ul><ul><li>Shelfari - Books </li></ul><ul><li>BakeSpace - Cooking </li></ul><ul><li>FixYa – Technical Support </li></ul>
  7. 7. What’s The Big Deal? <ul><li>Gain Access To Others Networks </li></ul><ul><ul><li>See Who Knows Who </li></ul></ul><ul><ul><li>Branding By Association </li></ul></ul><ul><ul><li>Establish Credibility </li></ul></ul><ul><ul><li>Establish Expertise </li></ul></ul><ul><ul><li>Build Trust </li></ul></ul><ul><li>Set The Table For Face-To-Face </li></ul><ul><ul><li>Establish A Level Of Comfort </li></ul></ul><ul><ul><li>Discover Commonalities </li></ul></ul><ul><li>Establish & Maintain Relationships </li></ul><ul><ul><li>Media Relations </li></ul></ul><ul><ul><li>Industry Relations </li></ul></ul><ul><ul><li>Communities Of Interest </li></ul></ul>
  8. 8. Considerations <ul><li>Company Information </li></ul><ul><ul><li>Too much company information from employee profiles?  </li></ul></ul><ul><li>Recruiters </li></ul><ul><ul><li>Social networks are used heavily by recruiters. </li></ul></ul><ul><li>Privacy </li></ul><ul><ul><li>How much information do you want out there? </li></ul></ul><ul><ul><li>The more you share, the more valuable the network. </li></ul></ul>
  9. 9. Opening & Optimizing <ul><li>Accounts are free or for fee </li></ul><ul><li>Fill in completely </li></ul><ul><ul><li>More information = more possible connections </li></ul></ul><ul><li>Use keywords </li></ul><ul><ul><li>freekeywords.wordtracker.com </li></ul></ul><ul><ul><li>keyworddiscovery.com/search.html </li></ul></ul><ul><ul><li>Likely search phrases </li></ul></ul><ul><ul><li>Industry keywords </li></ul></ul><ul><ul><li>Interest keywords </li></ul></ul><ul><ul><li>Job title keywords </li></ul></ul>
  10. 10. Optimizing Your Account <ul><li>Search Engine Optimization </li></ul><ul><ul><li>Profiles Show Up In Google </li></ul></ul><ul><ul><li>Get Found Within Social Network Site </li></ul></ul><ul><ul><li>Keyword Placement </li></ul></ul><ul><ul><ul><li>Username & URLs </li></ul></ul></ul><ul><ul><ul><li>Titles & Headlines </li></ul></ul></ul><ul><ul><ul><li>Descriptions </li></ul></ul></ul><ul><ul><ul><li>Lists </li></ul></ul></ul><ul><ul><li>Links & Link Text </li></ul></ul><ul><ul><ul><li>Links from your profile to web sites </li></ul></ul></ul><ul><ul><ul><li>Links to your profile (from blogs, other social media sites) </li></ul></ul></ul>
  11. 11. Building Your Network <ul><li>Begin At Home </li></ul><ul><ul><li>Invite family, friends, colleagues & clients who are users </li></ul></ul><ul><li>Mining Contacts </li></ul><ul><ul><li>Examine friends’ networks for people you know </li></ul></ul><ul><ul><li>Search for former classmates & co-workers </li></ul></ul><ul><li>Ask For Introductions </li></ul><ul><li>Encourage People To Join </li></ul><ul><ul><li>Friends, Colleagues & Clients </li></ul></ul><ul><li>Look For Linkers </li></ul><ul><ul><li>LinkedIn Open Networker (LIONs) </li></ul></ul>
  12. 12. Expert Positioning – Q & A <ul><li>LinkedIn’s Questions & Answers </li></ul><ul><ul><li>Ask Questions </li></ul></ul><ul><ul><ul><li>Connect with targeted audiences </li></ul></ul></ul><ul><ul><ul><li>Find experts </li></ul></ul></ul><ul><ul><li>Answer Questions </li></ul></ul><ul><ul><ul><li>Connect with targeted audiences </li></ul></ul></ul><ul><ul><ul><li>Demonstrate expertise </li></ul></ul></ul><ul><ul><ul><li>Build credibility & trust </li></ul></ul></ul>
  13. 13. Expert Positioning - Groups <ul><li>LinkedIn, Facebook & MySpace Groups </li></ul><ul><ul><li>Host Your Own </li></ul></ul><ul><ul><ul><li>Start the conversation </li></ul></ul></ul><ul><ul><ul><li>Connect with targeted audiences </li></ul></ul></ul><ul><ul><ul><li>Positions you as an authority </li></ul></ul></ul><ul><ul><ul><li>Demonstrate expertise </li></ul></ul></ul><ul><ul><ul><li>Build credibility & trust </li></ul></ul></ul><ul><ul><ul><li>Ear to the ground/Virtual focus group </li></ul></ul></ul><ul><ul><ul><li>Make new friends/contacts </li></ul></ul></ul><ul><ul><li>Join Groups </li></ul></ul><ul><ul><ul><li>Participate in the conversation </li></ul></ul></ul><ul><ul><ul><li>Connect with targeted audiences </li></ul></ul></ul><ul><ul><ul><li>Positions you as an authority </li></ul></ul></ul><ul><ul><ul><li>Demonstrate expertise </li></ul></ul></ul><ul><ul><ul><li>Build credibility & trust </li></ul></ul></ul><ul><ul><ul><li>Ear to the ground/Virtual focus group </li></ul></ul></ul><ul><ul><ul><li>Perceived as a member of the community </li></ul></ul></ul><ul><ul><ul><li>Make new friends/contacts </li></ul></ul></ul>
  14. 14. Praise & Recommendations <ul><li>Facebook & MySpace Comments </li></ul><ul><ul><li>Flattery will get you everywhere </li></ul></ul><ul><ul><li>Post Comments </li></ul></ul><ul><ul><li>Be sincere </li></ul></ul><ul><ul><li>Win friends & influence people </li></ul></ul><ul><ul><li>Exposure to their network </li></ul></ul><ul><li>LinkedIn Recommendations </li></ul><ul><ul><li>If you have genuine praise, give it </li></ul></ul><ul><ul><li>Ask people you trust for recommendations </li></ul></ul><ul><ul><li>Return the favor </li></ul></ul><ul><ul><li>Build credibility & establishes trust </li></ul></ul>
  15. 15. Sophisticated Search <ul><li>Advanced Search </li></ul><ul><ul><li>Sophisticated & Powerful Search Functions </li></ul></ul><ul><ul><li>Keyword/Industry/Title/Company/School/Geographic searches </li></ul></ul><ul><ul><li>Very narrow demographics </li></ul></ul><ul><ul><ul><li>You can find very specific types of people </li></ul></ul></ul><ul><ul><li>Research </li></ul></ul><ul><ul><ul><li>Learn more about people </li></ul></ul></ul><ul><ul><ul><ul><li>Who they know, what they’re interested in </li></ul></ul></ul></ul><ul><ul><ul><li>Learn more about companies </li></ul></ul></ul><ul><ul><ul><ul><li>What people are saying about their employer </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Find the correct contact </li></ul></ul></ul></ul>
  16. 16. Strategies & Tactics <ul><li>Brand visibility </li></ul><ul><li>Expert positioning </li></ul><ul><li>Media Relations </li></ul><ul><li>Industry positioning </li></ul><ul><li>Products/Services Marketing </li></ul><ul><ul><li>Announce services </li></ul></ul><ul><ul><li>Service recommendations </li></ul></ul><ul><ul><li>Respond to requests for services </li></ul></ul><ul><li>Gain new blog readers </li></ul><ul><li>Find potential clients </li></ul><ul><li>Find the right contact in a company </li></ul><ul><li>Recruiting </li></ul>
  17. 17. Tunheim Partners’ e-Strategy <ul><li>Tunheim Partners </li></ul><ul><ul><li>Strategic communications company </li></ul></ul><ul><ul><li>Public relations </li></ul></ul><ul><ul><li>Public affairs </li></ul></ul><ul><ul><li>e-Strategy </li></ul></ul><ul><li>e-Strategy </li></ul><ul><ul><li>Tunheim Partners’ specialty Internet marketing practice </li></ul></ul><ul><ul><li>Full service Internet marketing practice </li></ul></ul><ul><ul><li>Experienced leadership, strong team </li></ul></ul>
  18. 18. Contact <ul><li>Web </li></ul><ul><ul><li>tunheim.com </li></ul></ul><ul><ul><li>e-strategy.com </li></ul></ul><ul><li>Email </li></ul><ul><ul><li>[email_address] </li></ul></ul><ul><ul><li>[email_address] </li></ul></ul><ul><li>Phone </li></ul><ul><ul><li>952-851-1600 </li></ul></ul>

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