Social Media 11 5 Rv21910 (1)

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How to Create Competitive Advantage with Social Media

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  • Agenda for presentation…tell them what you are going to tell them.
  • Social Media, So what? Social Media, your business, Why does it matter? Net Promoter, why you came…
  • Ultimate question Bulls eye, dollars, book title of slide how you drive your business would you recommend my company to a friend Net Promoter, benefits: improve scores, rating fans, refer a friend to your business, people are doing business with people. Are you using it to market your firm? 50% of firms are using it! When bulls eye comes in a note also should say, it’s where ever you get your $$$ from What tools do we have to get us there? Animate this as the last piece.
  • Society of …lead my Ron Worth, sponsored white papers…
  • How do firms use social networking. Marketing firms are using Ask: If you are , How are you using it? Inform or educate the public and your current customers Provide customer service or help using a product or service Convey a sense of company personality and Culture Entertain readers and customers Drive users to take action Encourage dialogue with current and potential customers
  • Social media enables frustrated customer to instantly post their frustrations Negative comments and posts are easier for companies to find with social media. Hence those companies have more time to focus on the solution rather than spending time finding the problem. Social media is helping to drive the transformation of mobile devices being the dominant internet access point instead of computers. Inferior companies can no longer hide behind massive marketing budgets.
  • Linked In Dominates ! 40% of respondents used social networking for recruiting, Not all marketers are knowledgeable or familiar about their firms’ recruiting practices Not all marketers are knowledgeable or familiar about their firms’ recruiting practices.
  • Add graphic
  • Use this talk about twitter About ½ hour, Old rule of thumb was that a person who had a bad experience would tell 6-10 people about it. If you take that and assume that 10% of the people following someone will pass it along, then you get the # 10 (100x.10 = 10) 10 people will be influenced directly If those 10 also have 100 followers and only 5% pick it up, then another 50 will be influenced indirectly, and so it goes on down the line.
  • So what? The U tube video, how could you use instructional video’s, to drive your brand …competitive advantage, brand
  • Linked in, drives brand people, use Ron Worth’s profile…
  • Use Ron Worth for Twitter use him and his followers and show the exponential growth…
  • So what?
  • Change the graphic
  • Change graphics change the orange
  • eMail Marketing Employees are bombarded with eMails What do you do with all these emails? You Delete them!
  • Doesn’t’ like this slide, whose responsibility is social media Use handheld device image, job sites, construction images change image on right
  • Good slide
  • Life at HOK Blog: received inquiries from people looking for jobs. Online friendships and conversations are better connecting HOK’s people around the firm – fostering collaboration. Facebook – HOK Careers on Facebook has 400 fans, designed to give recruits an opportunity to be a part of HOK’s Facebook Community and ask questions about what it’s like to work there LinkedIn: Secondary tool to Facebook, allows employees to professionally network with each other and potential clients VisualCV: is a supplementary recruiting tool to the firms careers homepage. Allows applicants to submit interactive multimedia resumes.
  • Facebook Queen Chief Executive Tweeter Lord of the Flickr
  • We want to have a public life and a private life, social media does away with that. What should you do? At least fix your web site. What can you do? Like Coke/Mentos The good get better, the bad get found out.
  • Social Media puts your firm where customers can find you, talk about you, buy from you • The right location, the right story, the right tactics = profits • From seekers of customers, to seekers of solutions! • Online and Word of Mouth
  • How Social Networking can be used by your firm Monitor and stay abreast of social media in general, and social media in your industry in particular . Monitor your reputation online Establish policies, guidelines, and training.
  • Foster open, two way conversations than unilateral …put in speakers notes, Social media enables a 2 way conversation (key point) Consumers are looking for recommendations…. Today 76% of consumers rely on what others say, while 15% rely on advertising. How Social Networking can be used by your firm Monitor and stay abreast of social media in general, and social media in your industry in particular . Monitor your reputation online Establish policies, guidelines, and training. p. 59, points 3 and 6 social media is the new inbox Consumers want to take ownership of your brand and brag about your products, let them P. 87, point 1, open, two way conversations than unilateral …put in speakers notes, Social media enables a 2 way conversation (key point) P 118, consumers are looking for recommendations…. Today 76% of consumers
  • Add image of all the web sites Add pic of each of HOK’s sites.
  • Social Media 11 5 Rv21910 (1)

    1. 1. <ul><li>How do you create competitive advantage </li></ul><ul><li>with your company and clients? </li></ul>Social Media William Paolillo, 917-423-5653 [email_address]
    2. 2. <ul><li>Agenda </li></ul><ul><li>Social revolution – video </li></ul><ul><li>What determines competitive advantage? </li></ul><ul><li>Society of Marketing and Professional Services - White Paper </li></ul><ul><li>Social Media – How does it fit? </li></ul><ul><li>Case Study HOK, Best Practices </li></ul><ul><li>How do we create competitive advantage? </li></ul><ul><li>Linkedin Workshop </li></ul>How do you create a competitive advantage with your company and clients? Social Media
    3. 3. <ul><li>http:// www.youtube.com/watch?v =sIFYPQjYhv8 </li></ul>Click on the image above to play Is Social Media a Fad? or The Biggest Shift since the Industrial Revolution? Social Media
    4. 4. How do you drive your Business? Social Media
    5. 5. How do you drive your Business? Social Media
    6. 6. How do you drive your Business? It’s about what you do. People talking to people…talking to people. Social Media
    7. 8. White Paper Social Networking for Competitive Advantage How professional services firms differentiate themselves to win work, recruit, and retain talent Regina M. Connell Barbara D. Shuck, FSMPS, CPSM Marion Thatch, FSMPS, CPSM July 2009 The content in this White Paper applies primarily to the following SMPS Domains of Practice: Domain 1: Marketing Research Domain 2: Strategic/Business/Marketing Planning Domain 3: Client and Business Development Domain 5: Promotional Activity
    8. 9. SMPS Foundation, White Paper, “Social Networking for Competitive Advantage,” July 2009, www.smps.org/foundresearch How Do Firms Use Social Networking? Marketing Professionals are using social media
    9. 10. What are your concerns about social media in your company? SMPS Foundation, White Paper, “Social Networking for Competitive Advantage,” July 2009, www.smps.org/foundresearch What Prevents Firms From Using Social Media?
    10. 11. 40% of respondents used social networking for recruiting SMPS Foundation, White Paper, “Social Networking for Competitive Advantage,” July 2009, www.smps.org/foundresearch What social networking sites are being used?
    11. 12. The Power of Social Media Power
    12. 13. ScanSource, Inc. How long does it take to get news?
    13. 14. More than 100 Million videos played daily 100,000 New videos added
    14. 15. 60+ Million Members with expectations to reach a Billion 2010 Revenue: $200+ Million
    15. 16. 15-20+ Million Unique Users (U.S.) 1,882% Growth
    16. 17. Exponential Growth in Communication 4,300 43,860 @BillPaolillo @JenTurner @themarketer @RonWorth @GC @architect @engineer
    17. 18. How Does Social Media Fit?
    18. 20. ScanSource, Inc. ScanSource, Inc. ScanSource, Inc. ScanSource, Inc. ScanSource, Inc. Wide Net = Interrupt Messaging
    19. 21. Prospects using search tools for info Experts on Social Media platforms Customer habits changing Our techniques must change MUCH better than interrupting! Be Where They Want, When They Want
    20. 22. ScanSource, Inc. ScanSource, Inc. ScanSource, Inc. ScanSource, Inc. ScanSource, Inc. ScanSource, Inc. Whose Responsibility is Social Media?
    21. 23. ScanSource, Inc. Look Overwhelming? Custom mix for your company Where are your partners communicating?
    22. 24. ScanSource, Inc. Where to Start?
    23. 25. <ul><li>Social Media applications serve as indirect marketing , recruitment and retention tools </li></ul><ul><li>In 2008, HOK’s launched it’s “Blue Ocean Idea Board, which solicits entrepreneurial ideas from employees </li></ul><ul><li>Corporate communications manages HOK Network including: </li></ul><ul><ul><li>HOK Careers Facebook Page </li></ul></ul><ul><ul><li>YouTube </li></ul></ul><ul><ul><li>Flickr photo </li></ul></ul><ul><ul><li>LinkedIn firm profile </li></ul></ul><ul><ul><li>Del.iciou.us </li></ul></ul><ul><ul><li>VisualCV and, </li></ul></ul><ul><ul><li>Twitter </li></ul></ul><ul><li>BLOG </li></ul><ul><ul><li>Goal ↑ recruitment and retention </li></ul></ul><ul><ul><li>March 2009 43,000 visits, & 120,000 page views </li></ul></ul><ul><ul><li>Visitors from 60 countries since launch in 2008 </li></ul></ul>Case Study: HOK
    24. 33. <ul><li>Corporate team wrote the “blogger manifesto” </li></ul><ul><ul><li>Outlines etiquette and confidentiality </li></ul></ul><ul><ul><ul><li>Client confidentiality </li></ul></ul></ul><ul><ul><ul><li>Professionalism </li></ul></ul></ul><ul><ul><ul><li>Mutual respect </li></ul></ul></ul><ul><ul><ul><li>Good taste </li></ul></ul></ul><ul><ul><ul><li>Recruiting is marketing and marketing is recruiting </li></ul></ul></ul><ul><li>Corporate communications staff </li></ul><ul><ul><li>Small staff of 4 managing online social network </li></ul></ul>HOK Best Practices
    25. 34. What Happens in Vegas… • Fish Bowl • Evaluate • How you run your business becomes your marketing campaign. The Customer is in Charge
    26. 35. 80% of Decision Makers and 75% of Contributors believe THEY found their Solution Provider! The Customer is in Charge! (Fix your Website) 80% We found Solution Provider 20% Solution Provider found us 75% We found Solution Provider 25% Solution Provider found us
    27. 36. <ul><li>Monitor and stay up to date on Social Media </li></ul><ul><li>Monitor your online reputation </li></ul><ul><li>Establish employee policies </li></ul><ul><li>Train employees </li></ul><ul><li>Update your website and social media accounts </li></ul>If you do nothing, do this…
    28. 37. <ul><li>Social media is the new inbox </li></ul><ul><li>Social Media enables a two way conversation </li></ul><ul><li>Clients are looking for recommendations </li></ul><ul><li>Consumers want to take ownership of your brand and brag about your products and services, let them </li></ul>How do you create competitive advantage?
    29. 38. THANKS For Today! William Paolillo, 917-423-5653 [email_address] Joseph Iele, 516-551-0958 [email_address] One of the best policies I've seen is from Coca-Cola . It isn't just a policy, rather, it guides behavior. It can be downloaded from;   We've used this as a basis for the social media policies we've written for members of the AEC industry. Linkedin Workshop
    30. 39. <ul><li>Ayers, Phoebe, Charles Matthews, Ben Yates. How Wikipedia Works: and how you can be a part of it . California: No Starch Press, Inc., 2008. </li></ul><ul><li>Blood, Rebecca. We’ve Got Blog, Massachusetts: Perseus Publishing, 2002. </li></ul><ul><li>Burrows, Terry. Blogs, Wikis, MySpace and More. Illinois: Chicago Review Press, Inc., 2007. </li></ul><ul><li>Bruns, Axel. Blogs, Wikipedia, Second Life, and beyond: from production to produsage . New York: Peter Lang Publishing, Inc., 2009 </li></ul><ul><li>Connell, Regina M.; Shuck, Barbara D.; Thatch, Marion (2009). Social Networking for Competitive Advantage (SMPS Foundation White Paper). New York, NY: SMPS Foundation. </li></ul><ul><li>Fitton, Laura, Michael E. Gruen, Leslie Poston. Twitter for Dummies . New Jersey: Wiley Publishing, Inc., 2009. </li></ul><ul><li>Gardner, Susannah. Buzz Marketing with Blogs for Dummies . New Jersey: Wiley Publishing, Inc., 2005. </li></ul><ul><li>Hall, Robert E. Digital Dealing . New York: W.W. Norton & Company, Inc., 2001 </li></ul><ul><li>Israel, Shel. Twitterville . New York: Penguin Group, 2009. </li></ul><ul><li>McFedries, Paul. Twitter Tips, Tricks, and Tweets . Indiana: Wiley Publishing, 2009. </li></ul><ul><li>Mezrich, Ben. Accidental Billionaires . New York: Doubleday, 2009. </li></ul><ul><li>Micek, Deborah, Warren Whitlock. Twitter Revolution: How social media and mobile marketing is changing the way we do business & market online . Nevada: Xeno Press, 2008. </li></ul><ul><li>Qualman, Erik. Socialnomics . New Jersey: John Wiley & Sons, 2009 </li></ul><ul><li>Sahlin, Doug, C. Botello. YouTube for Dummies . New Jersey: Wiley Publishing, Inc., 2007. </li></ul><ul><li>Schwartz, Evan I. Webonomics . New York: Broadway Books, 1997. </li></ul><ul><li>http://www.mashme.info/ </li></ul>Appendix

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