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Winning business via social media LinkedIn Vizibility
| Date post: | 01-Nov-2014 |
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Winning business via social media
LinkedIn Vizibility
Social network
What is the value of a social network?
For an individual, the value is in the community
For a brand, the value is in harnessing the community
Social media is about a change in behaviorA convergence, where online stopped
being about ‘websites’ and started being about experiences
Social media is having the disruptive impact of TV.
But on an accelerated timeline.
Are people using social media?
Why not?
Does it matter if you’re new?
Who has time for all this?
You are here, so you care2nd Law of Social Networking
TRADITIONAL MEDIA SOCIAL MEDIA
One way, brand speaking Two way / a conversation
Focused on the brand Focused on the consumer
Brand in control Consumer in control
Repeating the message Adapting the message
Entertaining Involving
Brand created content User created content / Co-creation
Space defined by Media Owner Space defined by Consumer
Recommendations
Sales Funnel
. Traffic “SEO”
CLICKS
SITE VISITORS
TAKE ACTION
APPOINTMENTS
$$$ CLIENTS
Target market
Social media is marketing. You must target people.How many should you target?
20
• CEO• Wants Internet to be
the first think everyone checks in the morning because they want to see what’s going on.
• Not because they have to.
• Understand social media
• Wants to highlight retirements.
GoalsUse of social media?
Pain Points Questions
• Reluctantly.• Has a computer at
home and at the office.
• Recognizes the usefulness of the tool.
• How do you promote engagement with the content?
Martin Ferber
16
Martin doesn't fully understand social media, but understands that a lot of content meaningful to his company is online. He wants to know who is an expert and what they know.
What do you know?
• Time. • Effort.• Feels like SM
doesn’t have a high level of interactivity
• Feels like social media is about broadcasting one point of view.
• Social media is critical to the company.
• Agrees that social media is a useful tool to add context.
Wired?
• CEO• Wants Internet to be
the first think everyone checks in the morning because they want to see what’s going on.
• Not because they have to.
• Understand social media
• Wants to highlight retirements.
GoalsUse of social media?
Pain Points Questions
• Reluctantly.• Has a computer at
home and at the office.
• Recognizes the usefulness of the tool.
• How do you promote engagement with the content?
Martin Ferber
17
Martin doesn't fully understand social media, but understands that a lot of content meaningful to his company is online. He wants to know who is an expert and what they know.
What do you know?
• Time. • Effort.• Feels like SM
doesn’t have a high level of interactivity
• Feels like social media is about broadcasting one point of view.
• Social media is critical to the company.
• Agrees that social media is a useful tool to add context.
Wired?
• CEO• Wants Internet to be
the first think everyone checks in the morning because they want to see what’s going on.
• Not because they have to.
• Understand social media
• Wants to highlight retirements.
GoalsUse of social media?
Pain Points Questions
• Reluctantly.• Has a computer at
home and at the office.
• Recognizes the usefulness of the tool.
• How do you promote engagement with the content?
• What do you know?
• Where are the experts?
Martin Ferber
18
Martin doesn't fully understand social media, but understands that a lot of content meaningful to his company is online. He wants to know who is an expert and what they know.
What do you know?
• Time. • Effort.• Feels like SM
doesn’t have a high level of interactivity
• Feels like social media is about broadcasting one point of view.
• Social media is critical to the company.
• Agrees that social media is a useful tool to add context.
Wired?
• CEO• Wants Internet to be
the first think everyone checks in the morning because they want to see what’s going on.
• Not because they have to.
• Understand social media
• Wants to highlight retirements.
GoalsUse of social media?
Pain Points Questions
• Reluctantly.• Has a computer at
home and at the office.
• Recognizes the usefulness of the tool.
• How do you promote engagement with the content?
• What do you know?
• Where are the experts?
Martin Ferber
19
Martin doesn't fully understand social media, but understands that a lot of content meaningful to his company is online. He wants to know who is an expert and what they know.
What do you know?
• Time. • Effort.• Feels like SM
doesn’t have a high level of interactivity
• Feels like social media is about broadcasting one point of view.
• Social media is critical to the company.
• Agrees that social media is a useful tool to add context.
Wired?
• CEO• Wants Internet to be
the first think everyone checks in the morning because they want to see what’s going on.
• Not because they have to.
• Understand social media
• Wants to highlight retirements.
GoalsUse of social media?
Pain Points Questions
• Reluctantly.• Has a computer at
home and at the office.
• Recognizes the usefulness of the tool.
• How do you promote engagement with the content?
• What do you know?
• Where are the experts?
Martin Ferber
20
Martin doesn't fully understand social media, but understands that a lot of content meaningful to his company is online. He wants to know who is an expert and what they know.
What do you know?
• Time. • Effort.• Feels like SM
doesn’t have a high level of interactivity
• Feels like social media is about broadcasting one point of view.
• Social media is critical to the company.
• Agrees that social media is a useful tool to add context.
Wired?
• CEO• Wants Internet to be
the first think everyone checks in the morning because they want to see what’s going on.
• Not because they have to.
• Understand social media
• Wants to highlight retirements.
GoalsUse of social media?
Pain Points Questions
• Reluctantly.• Has a computer at
home and at the office.
• Recognizes the usefulness of the tool.
• How do you promote engagement with the content?
• What do you know?
• Where are the experts?
Martin Ferber
21
Martin doesn't fully understand social media, but understands that a lot of content meaningful to his company is online. He wants to know who is an expert and what they know.
What do you know?
• Time. • Effort.• Feels like SM
doesn’t have a high level of interactivity
• Feels like social media is about broadcasting one point of view.
• Social media is critical to the company.
• Agrees that social media is a useful tool to add context.
Wired?
• CEO• Wants Internet to be
the first think everyone checks in the morning because they want to see what’s going on.
• Not because they have to.
• Understand social media
• Wants to highlight retirements.
GoalsUse of social media?
Pain Points Questions
• Reluctantly.• Has a computer at
home and at the office.
• Recognizes the usefulness of the tool.
• How do you promote engagement with the content?
• What do you know?
• Where are the experts?
Martin Ferber
22
Martin doesn't fully understand social media, but understands that a lot of content meaningful to his company is online. He wants to know who is an expert and what they know.
What do you know?
• Time. • Effort.• Feels like SM
doesn’t have a high level of interactivity
• Feels like social media is about broadcasting one point of view.
• Social media is critical to the company.
• Agrees that social media is a useful tool to add context.
Wired?
• CEO• Wants Internet to be
the first think everyone checks in the morning because they want to see what’s going on.
• Not because they have to.
• Understand social media
• Wants to highlight retirements.
GoalsUse of social media?
Pain Points Questions
• Reluctantly.• Has a computer at
home and at the office.
• Recognizes the usefulness of the tool.
• How do you promote engagement with the content?
• What do you know?
• Where are the experts?
Martin Ferber
23
Martin doesn't fully understand social media, but understands that a lot of content meaningful to his company is online. He wants to know who is an expert and what they know.
What do you know?
• Time. • Effort.• Feels like SM
doesn’t have a high level of interactivity
• Feels like social media is about broadcasting one point of view.
• Social media is critical to the company.
• Agrees that social media is a useful tool to add context.
Wired?
• CEO• Wants Internet to be
the first think everyone checks in the morning because they want to see what’s going on.
• Not because they have to.
• Understand social media
• Wants to highlight retirements.
GoalsUse of social media?
Pain Points Questions
• Reluctantly.• Has a computer at
home and at the office.
• Recognizes the usefulness of the tool.
• How do you promote engagement with the content?
• What do you know?
• Where are the experts?
Martin Ferber
24
Martin doesn't fully understand social media, but understands that a lot of content meaningful to his company is online. He wants to know who is an expert and what they know.
What do you know?
• Time. • Effort.• Feels like SM
doesn’t have a high level of interactivity
• Feels like social media is about broadcasting one point of view.
• Social media is critical to the company.
• Agrees that social media is a useful tool to add context.
Wired?
Content created or shared in social media will be about attracting the people in your target market.
Assignment
Craft a persona. This can be a real person, or a
caricature of people.
Break
110M+ professionalsA new member joins every secondExecutives from all Fortune 500 companies
For many professionals, Google will return LinkedIn on the first page.
If Google does return LinkedIn high, that says something about the person.
If it doesn’t turn LinkedIn high, that says something about the person as well.
LinkedIn strategy
Fill out your LinkedIn profile to 100%.Connect to people. Create or share content.
Profile
Profile
Profile
LinkedIn strategy
We are the only people (not generation) who will get our usernames.
Get yours. We’ll wait.
Skills
Skills
Answers
Answers
Answers
Answers
Answers
LinkedIn offers a reason to answer questions
Groups
16
Groups
16
Groups
A group is a virtual meeting place of like-minded people.
Ask questions, start discussions, engage with people in the group.
Groups
Groups
Groups
Groups
Profile recap
Complete your profile to 100%Describe specific work experiencesChoose your public URL and share itGive and get recommendations from
trusted colleaguesFind answers or ask questionsParticipate in relevant groupsAdd Skills
Step 2 – Add connections
Once your profile is squeaky clean, add connections.
Add connections
If you sit down at a business meeting and someone wants to connect, you don’t ignore them.
Also, if we find we have mutual connections our conversation will fundamentally change.
Add connections
Add connections
Add connections
Tip
Spend 15 minutes a week adding connections.
The goal is to get closer and closer to people who may be a persona.
Step 3: Create content
Create content in many ways: Groups On your wall Through applications
TwitterBlog postingSlideshare
Using LinkedIn Today
LinkedIn Today
LinkedIn Today
LinkedIn Today
LinkedIn Today
LinkedIn Advertising
LinkedIn Advertising
LinkedIn Advertising
Top 10 Tips for Using LinkedIn
1. Complete your profile to 100%
2. Describe specific work experiences
3. Choose your public URL and share it
4. Connect to people
5. Give and get recommendations from trusted colleagues – or presenters you like
6. Find answers or ask questions
7. Participate in relevant groups
8. Tell LinkedIn today your interests
9. Follow your customer’s page to get updates
10. Visit www.learn.linkedin.com for more tools
Assignments
1. Ask a question on LinkedIn.
2. Customize LinkedIn today.
3. Create a 30-day content plan.
Break
“We came across the word "twitter," and it was just perfect. The definition was "a short burst of inconsequential information," and "chirps from birds." And that’s exactly what the product was.”
—Jack Dorsey
Twitter strategy
Craft a bio.Find and follow people who are
category leaders. Create content.
Your bio
3 parts to a strong online bio
Focus
Exceptional
Genuine
Find and follow people
search.twitter.com
Hashtag
Hashtag
Listen
Listen
Listen
Follow
Lists
As you follow people, add them to lists.
My favorite list
Content creation
Re-tweet. Post links. Create original content.
Re-tweet
Post links from the web
Post links from the web
YouTube is the second most used search engine after Google.
People choose to watch video Phones and tablets help
Never say viral.
Three kinds of (non-viral) video
User Generated
Quick-Post
Professional
So you have a video
Discover Watch Share
Passive Discovery Active Discovery
There are hundreds of places to post videos online
Including video posting services like TubeMogul and Hey!Spread.
But we’re going to talk about YouTube. Because YouTube offers an opportunity
for people with video content. Because the URL is meaningless, great
care should be taken with the title, description and tags.
Help people who are looking for content to find your content – the title and description should have keywords
YouTube allows infinite amount of tags, so add as many as possible.
A YouTube channel offers the ability to post videos we create, and videos created by people in one place.
YouTube.com/apple
YouTube.com/adidas
Summary. Video is being created more and more. Video is the best way to show off the
emotion of the brand and and involvement of fans.
YouTube is one of the best places to show off video.
Assignments
Create a Twitter profile and populate a Twitter list of category thought leaders
Create a YouTube channel and Subscribe to 5 news channels
Break
Facebook has over X million members 50% of all Canadians have a profile!
Source: http://www.facebook.com/press/info.php?statistics
Connecting people I already know.
Facebook is after shoppers through the social graph.
Wall and Tab Content
There are two steps to a successful page. Wall contentTab content
Content calendar
Using Facebook as the page
Facebook advertising
Facebook advertising
Assignments
Create a Facebook page.With your Facebook page, like another
Facebook page.
How Much Should I Spend?
All of the above things are free. The thing you’ll spend is time.
Time
In this book, Clay Shirky argues that we gave all our free time to TV.
Give half an hour a day to networking.
Networking
Set a goal. In 12 months, you will do the
following: 1. make contact with 1-3 of the
people in your target market. 2. When you make contact, you will
tell them about content you created.
Measurement
How do you measure success?Be smart before you start.
Content matters.
The magic wand rule: Social media offers new ways to talk, not new things to say.
Social media is not a magic wand to make a dullard clever or a bore interesting.
Know why you’re creating content.
Content created for strategic communications must be driven by clear, specific communications goals. (That’s true for all strategic communications.)
If you can’t write down your goals for content, they’re probably not clear and probably not specific. (That’s also true for all strategic communications.)
Know your best social media voice.
• Journalistic• Institutional• Funny• Scholarly• Informative
What content will you create?
News and web aggregation.Commentary-driven.Echo-chamber content from other strategic
communications vehicles.Comment-enabled. Questions.
The content is targeted
Who will watch, read, listen to the content.Do you want them comment? Pro-tip: ask
for comments if you want comments. Do you want them share it? Where?
Know what will trigger content.
Identify specific events that will trigger social media posts – Media stories. Other web posts.News about the brand. Events.Other communications that can be repurposed.
Know when you will post content.
Create a content calendar to schedule content.
Fill in the holes with timely posts. Core posting patterns can be regular, but it
is more important to create content when there is a story to tell.
Test different times of the day to deliver content.
Know your strategic fit.
Will your content link to your main website – and vice versa?
How will you cross-link between media?Will you link to other social media? Will you tweet all blog posts automatically? Will you tweet in the morning and at night?
Who will respond to stakeholder comments or questions? The content creator or someone else?
Measure.
Create content for people but make sure it is clear what you want them to do.
How will they find it? Who are they? Know before hitting “post” what will be
measured and then it can be measured.
Do it right, and your only cost is time. Do it wrong, and it will cost you money.
Break
Beyond The Big Social Networks
Slideshare. Delicious. Blogs.
Slideshare
Slideshare
Slideshare
Slideshare
Delicious
Prove you are smart.
Now consider how your individual smarts can work for a brand.
Every single one of your bookmarks can appear on your website under the heading “What we are reading”.
How it is done
Read a relevant article in the NY Times. Save the article to Delicious bookmarks Give it a unique tag: MyCompany.The website searches Delicious for
anything tagged MyCompany and it is updated automatically
How many accounting blogs are there on the Internet?
258
How often should you blog?
When you have something to say.
Break
What results should I expect?
Analytics
twittercounter.com
Bit.ly
Bit.ly is a way to measure links.
Bit.ly
LinkedIn offers paid analytics
Slideshare
Slideshare
Slideshare
On results
For most of the day, we’ve talked about a few things: Who are you targeting? Where will you target them? What content will you share/create
We can throw all kinds of analytics at you from many tactics.
Things you can measure: Links to your firm web siteConnectionsFollowersEngagement
Measure the goal
Imagine a hockey game without nets. When you’ve set a clear goal, you will
also be able to figure out how to measure it.
Break
Social media policy
Don’t say stupid thingsMom ruleConfidentiality
What not to say
Share your connection. When talking about your firm, a client, competitor or any related matter, share your name and connection.
You should use your actual title and an appropriate photo on your profiles, which reach personal and professional networks.
What not to say
Don’t share non-public, confidential information or opinions about clients
What not to say
Be smart. What you publish will be online for years to come and available to anyone who searches for it.
What not to say
Use a disclaimer for personal sites. If you publish a personal blog, make it clear to your readers that the views you express are yours alone.
What not to say
Be wary of your tone. The words we write have the potential to embarrass someone. That means ethnic slurs, personal insults, or obscenity. Imagine the worst-case scenario (a client reading your negative blog post, for example), and act accordingly.
What not to say
Always respect copyright and fair use. Just because you find a photo online doesn’t mean you can use it on your Facebook page, just as you couldn’t use that photo in a print ad. Of course, if you do share any content, make sure you credit the source.
What not to say
Don’t download every app. Be very cautious when installing any application on your computer. If you’re unsure about an application, a link, a follower.
Listen first.
Ask second.
Questions
This presentation is available for download at slideshare.net/mrhames
