The New Biz Dev - IPA Forum


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Presentation on using digital communications for business development - IPA Forum, December 14, 2010.

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The New Biz Dev - IPA Forum

  1. 1. The New Biz dev<br />Leveraging the digital environment for relationship-building<br />IPA Forum<br />December 14, 2010<br />
  2. 2. What is “digital communications”?<br />2<br />“An interactive form of communication where you are able to be both the broadcaster as well as the receiver of information, and where there is an equal balance of power between all participants. In other words, your voice is equal to the voice at the other end.”<br />-Watson Helsby(UK PR/communications executive search firm), 2010<br />
  3. 3. Why is a digital communications program important?<br />Relationships, relationships, relationships!<br />Communication with customers/prospects.<br />Building thought-leadership & adding value.<br />
  4. 4. Building Relationships Through Social Networking<br />4<br />…translate into this?<br />How will this…<br />
  5. 5. Why Social Networking?<br />5<br />Customer communications<br />Establishing thought-leadership<br />Identifying targeted contacts<br />Listening & participating<br />
  6. 6. 4 Steps to Getting Started<br />Step 1: Strategy<br />Establish why, what, who, where, when & how<br />Determine goals, metrics for success, SET EXPECTATIONS<br />6<br />Step 4: Offer Value & Build Credibility<br />Create relevant & educational content to help your customers<br />Build a knowledgebase & share it<br />Step 3: Listen & Participate<br />Get involved in limited conversations<br />Use tools like Google Alerts, SocialMention, Blekko<br />Join industry groups online (LinkedIn, Ning, listservs)<br />Step 2: Research<br />Find out where your customers/prospects are hanging out online<br />Target based on industry buzzwords, geography, etc.<br />
  7. 7. The British Midlands: Digital Communications Program<br />7<br />Personalization<br />Engagement<br />Branding<br />Timely & valuable content<br />
  8. 8. Looking for ideas?<br />Use social networking sites like LinkedIn to communicate with prospects & customers. <br />Survey your customers about their online professional interests.<br />Create a company blog, look for external guest writing opps, write press releases.<br />Make it easy for your company to be found & do business with you.<br />Conduct a limited outreach campaign.<br />Build a house file & maintain it.<br />Create contests & promotions.<br />Use digital communications to drive offline traffic (i.e. events).<br />8<br />
  9. 9. Make sure all parts of your programs work together!<br />Integrate with other parts of the marketing mix, i.e. telemarketing, print ads, tradeshows.<br />Take the conversation offline! Utilize Twitter and LinkedIn for events & F2F (face-to-face) networking.<br />Promote content through social networking platforms (Twitter, LinkedIn, bookmarking sites).<br />Integrate social networking technology with customer relationship tools & marketing platforms whenever possible (i.e. Salesforce, MailChimp).<br />Explore partnerships.<br />9<br />
  10. 10. Useful Tools<br />10<br />Hootsuite<br />Tweetdeck<br />Twellow, Wefollow, Tlists<br />LinkedIn Groups<br />Listserv Directory<br />Listening & <br />Research<br />QR Codes<br />RSS<br />Content Creation<br />Pressitt, PitchEngine<br />Wordpress, Blogger<br />Google Reader + Google Alerts<br />SocialMention<br />Blekko<br />Google Docs<br />DocStoc<br />Yammer<br />Scribd<br />Social Media Tools for Biz Dev<br />LinkedIn Ads<br />Facebook Ads<br />Skype<br />Vyew<br />SurveyMonkey<br />Google Moderator<br />Delicious<br />StumbleUpon<br />Technorati<br />BusinessExchange<br />Skype Mobile, Google Talk<br />Twitter<br />Bump<br />LinkedIn<br />Content Curating & <br />Sharing<br />Communication<br />
  11. 11. Final Thoughts & Tips<br />Lurk & listen – then participate.<br />Give before you take.<br />Offer value (don’t just pitch).<br />Personalize, personalize, personalize!<br />Always be yourself.<br />11<br />Remember, the world’s archived!<br />Ask for referrals!<br />Be consistent - maintain year-round relationships.<br />Grow your programs organically.<br />Always follow best practices.<br />
  12. 12. Appendix: List of Discussed Tools<br />12<br />Communication<br />Skype:<br />Google Talk:<br />Twitter:<br />Bump: (mobile app)<br />LinkedIn:<br />Vyew:<br />SurveyMonkey:<br />Google Moderator:<br />LinkedIn Ads:<br />Facebook Ads:<br />Industry Twitter Chats:<br />
  13. 13. Appendix: List of Discussed Tools<br />13<br />Content Creation<br />Pressitt:<br />PitchEngine:<br />Wordpress:<br />Blogger:<br />QR Code generators:<br /><br /><br />Creating & tracking RSS feeds:<br /><br />
  14. 14. 14<br />Appendix: List of Discussed Tools<br />Content Curating & Sharing<br />Google Docs:<br />DocStoc:<br />Yammer:<br />Scribd:<br />Delicious:<br />StumbleUpon:<br />Technorati:<br />BusinessExchange:<br />
  15. 15. 15<br />Appendix: List of Discussed Tools<br />Listening & Research<br />Hootsuite:<br />Tweetdeck:<br />Twellow:<br />WeFollow:<br />TLists:<br />LinkedIn Groups:<br />Listserv Directory:<br />Google Reader:<br />Google Alerts:<br />SocialMention:<br />Blekko:<br />Ning:<br />
  16. 16. Thanks for listening!<br />16<br />Mitch Arnowitz<br />Managing Director, Tuvel Communications<br /><br />E: P: 301.545.0843 M: 301.524.1587<br />@TuvelComms<br /><br />More info:<br /><br /><br />