Online Communications Personally & Professionally - CDPI Leadership Institute

transcript

CDPI - Summer Leadership Institute #CDPISLI

TO ONLINE COMMUNICATIONS PERSONALLY & PROFESSIONALLY

@kmullett

CDPI - Summer Leadership Institute #CDPISLI @kmullett

Social media and online marketing isn’t about the tools you use or the online community you join, but about the story you tell and presence you make.

CAN I FIND YOU

PSSST…THEY’RE THE SAME PEOPLE

If you believe that people are referring others to you during parties, family gatherings, and other traditional conversations why is it so hard for you to believe they are doing so online?

VISIBILITY CDPI - Summer Leadership Institute #CDPISLI @kmullett

HYPE & HYSTERIA CDPI - Summer Leadership Institute #CDPISLI @kmullett

There is a lot of misinformation, speculation, opinion and hype being spread about online marketing. Worse is the expectation that social media should be free, effortless, and easy, yet produce greater ROI.

BUDGET & STRATEGY

While social media is free to use, it is not free to do. Weigh time and attention against opportunity and return. It is also not a task you complete!

FREE TO USE, NOT DO

THE TOOLS HAVE CHANGED BUT…

Increased adoption or proliferation does not mean new. The tools and nomenclature are new but "social media“, websites, and blogging is not.

DOES SOCIAL MEDIA WORK? • Opportunity • Visibility (2 audiences)

• Traffic • T.O.M. /referrals • Proof of Expertise

tv dm (direct mail)

radio newspaper print (brochures/ads)

email marketing social SEO search marketing tradeshows sponsorships (nascar etc.)

yellow pages (not shown)

No marketing media channel has 100% eyeballs or is 100% effective. We need to prioritize based on goals, resources, and business objectives.

NO SILVER BULLETS

ACTION: WHAT DO THEY PREFER?

Tools to find your audience:

Which phone line will you be ignoring today?

ACTION: YOUR ONLINE ELEVATOR PITCH

• Consistent voice, brand, and message • Optimize your “what we do” paragraph then adapt it to fit in various profile areas (160 characters in twitter for example)

• Photos for personal, photo or logo for businesses

ACTION: GRAB YOUR BRAND/IDENTITY namechk.com

EVIDENCE CDPI - Summer Leadership Institute #CDPISLI @kmullett

DO YOU SEE THE VALUE?

Social media works best when you are a willing participant, see value, & treat it like a lifestyle, instead of a task.

VALUE CDPI - Summer Leadership Institute #CDPISLI @kmullett

BE PROACTIVELY AUGMENTING…

• Visibility • Circle of influence • Built in audience • Recommendations for work completed • Knowledge outside of degree • Relationships

ALEC BROWNSTIEN…WHAT BOX?

Bought AdWords for 5 creative directors names, which cost him $6. He received an interview with all but one! http://www.thegooglejobexperiment.com/

AM I POPULAR AND IMPORTANT YET?

REPUTATION CDPI - Summer Leadership Institute #CDPISLI @kmullett

THIS IS THE WRONG FOCUS

Would any of these people be your ideal demographic?

VANITY, NOT ACCOUNT VITALITY

Where is the value? He uses #followback, but doesn’t.

WHY DON’T THEY LIKE US?

• Are we clear with our message? • Is design or action most important? • What is our call to action? • What is in it for them?

CONNECTING THE DOTS…

Do these printed pieces promote social channels? What is the social strategy?

TIE IT TOGETHER WITH A CAMPAIGN

In print, on air, online, and in-store. i.e. connecting the dots

TIE OFFLINE/ONLINE/MOBILE TOGETHER

QR Codes and mobile sites need a strategic purpose!

The real failure of QR Code usage: nonstrategic, uncreative, and untested implementation.

QR CODE FAILURE

HELP THEM FIND YOU

Which of these two will grow their Facebook page?

CLICK “LIKE” IF YOU BREATH AIR

A creative way to keep in front of people (edgerank) or spam? It can be a very fine line!

• Optimize your efforts • Schedule activity during peak times • Use tools to consolidate accounts

ACTION: SOCIAL ACTIVITY OPTIMIZATION

10 MINUTES/DAY

THE RALLY’S FOURSQUARE INCIDENT

Is this how your company would handle a complaint?

MONITOR YOUR FOURSQUARE ACTIVITY

• Is anyone checking in • See who publically checks in • Watch for positive or negative comments • Catch inappropriate photos

NETWORKING CDPI - Summer Leadership Institute #CDPISLI @kmullett

How many of you who desire article comments, amplification of your social posts, and professional recommendations take the time to provide them?

WHY DOESN’T ANYONE

ACTION: START LISTENING & WATCHING Set alerts for: business name(s) or brand, employee names, usernames, your brand name, competition, influencers in your field, product/service names, and misspellings.

ACTION: GET COMFY ON CAMERA

Video may give that extra visibility you need! • Differentiate from your competition • Easy and inexpensive to embed from Youtube • Increased visibility & no plug-in

ACTION: BE PREPARED

Are you keeping up and prepared to communicate how others wish to be communicated with? • Facebook • Smart phones • Skype • Google+

OWNERSHIP CDPI - Summer Leadership Institute #CDPISLI @kmullett

THE DANGERS OF FREE

• Ars Technica (suggested copyright infringement?) • Jonathan Rivera’s page with 47’000 fans (vanity url)

A CLICK IS NOT A BLOOD OATH

Facebook events • No formal signup • No info gathering • No commitment • Not for everyone

ACTION: KEEP TRAFFIC, SEO & VISIBILITY!

Embed signup capability via services like eventbrite

ACTION: INVEST IN OWNERSHIP

You are likely to change jobs many times in your lifetime, however save for a few reasons, your name will not. Free services come and go! Own a domain! $10/ year (do it)

Clients often talk about how hard it is to find things to blog or post news about when in reality it’s right in front of them. Don’t give away traffic, search engine optimization and brand visibility to third party sites or email only responses.

WHAT TO WRITE

ACTION: BLOGGING…DO I HAVE TO?

Efficient blogging ideas. • Convert customer question

response emails into posts • Share via social • Use video reviews & stories • Link to specific information

pages from blog posts. • Get guest bloggers

yoursite.com/blog vs

blog.othersite.com

ACTION: GOOGLE GIVES YOU CLUES

Let Google give you ideas on which long tail subjects to write about. • Google Instant • More search tools (left) • Searches related to (bottom) • Related searches (top) [doesn’t always appear]

ACTION: MEASURE IF IT WORKED • Monitor contacts, calls, lead sources (referrals) • email subscriptions and network growth (quality) • Check Google Analytics, Google Webmaster tools: bounce rates, time on site, pages visited, conversion, confirmation pages, and…well that’s another seminar.

Humanize your message, Encourage conversation, Listen first, Promote Less.

H.E.L.P PHILOSOPHY

bit.ly/aboutKM

cirrusabs.com / @cirrusabs @kmullett

GET TIPS, TRICKS, INVITES, AND INFO

Find out what’s in The Puzzle Box bit.ly/ThePuzzleBox or text CIRRUSABS to 71813

ATTRIBUTION

Photography by Kevin Mullett or Stock agencies unless noted below. Jonathan Robson - © baby shave Seth J – hidden rabbit Horton Group – mean dog behind fence West McGowan – empty billboard Ann Larie Valentrine – ukiah’s still hangin’ in w/roladex’s Joe Shoemaker – untitled pic of me

cirrusabs.com / @cirrusabs @kmullett

Online Communications Personally & Professionally - CDPI Leadership Institute

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