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Leveraging The Orion Resource Group Communications Center to Achieve Your
Business Objectives
Best Practices May 8, 2013
Topics § Members Share Business Objectives
§ Social Media / Internet Content Sharing is King
§ Best Practices for the Orion Communications Center
§ Achieving Your Business Objectives Ê Give your business a voice Ê Increase visibility for your business Ê Create a repository of curated content that is important and relevant to your industry Ê Broaden your network of referral sources Ê Establish yourselves as a thought leader in your industry Ê Other ideas
§ Orion Communications Center Challenge
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Social Media / Internet Content Sharing -‐ The Numbers Rock!
§ Facebook: 1,000,000,000 active users
§ Twitter: 175,000,000 active users
§ LinkedIn: 150,000,000 registered users
§ Pinterest: 8,000,000 active users
§ Blogs: 346,000,000 people read blogs every day
§ YouTube: 800,000,000 unique visitors last month
§ Forums: 300,000,000 monthly users
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Demographics -‐ Facebook
§ 86% of Facebook users are age 25 and older
§ 81% have some college education or bachelors/graduate degree
§ 58% earn $50,000 or more
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Demographics -‐ Twitter
§ 81% of people on Twitter are age 25 and older
§ 83% have some college education or bachelors/graduate degree
§ 47% earn $50,000 or more
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Communications Center Best Practices
§ Rick Baue – How to use the Orion Communications Center
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Communications Center Best Practices § Write interesting and relevant posts, this will encourage readers to
engage with your posts
§ Start With An Engaging Opener – something that’ll ignite the reader’s curiosity, motivate their thought process and get them engaged. Make your opener funny, insightful, witty and outrageous if need be.
§ Write in your speaking voice, as though you’re chatting with friends.
§ Make the content graphically vivid -‐ Paint a picture with your words, and draw people into the scene you’re painting.
§ Provide a Conclusion – sum up the essence of your article in a short conclusion. Your conclusion should ideally tie up your points together and provide a short glimpse of what the article is all about.
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Communications Center Best Practices § Typically blog posts that are original content range from 300 to 500
words.
§ Always include a catchy, relevant image with your post
§ Images should be obtained from “royalty-‐free” or “creative commons” image sites
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Communications Center Best Practices
§ Pose Engaging Questions -‐ At the end of a post, pose a brain-‐stimulating question.
§ Get other members to offer tips -‐ It could be a problem that you’re facing, or something your customer is facing.
§ Provide useful information that people won’t get elsewhere (or at least not as quickly)
§ Post best practices articles, tips, resources, etc.
§ Respond to comments
§ Use Communications Center as a platform for announcing news in the industry, related businesses, promotions, events, etc.
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Content for the OCC Home Pages
§ There are 2 home pages – one that the public sees and one that only members see
§ Content for each of these home pages will be selected on a rotating basis from posts submitted by members. At first, we will select from whatever member posts have been submitted and promote them to the home pages
§ Once we have a higher volume of content, posts for the home page will be selected from member posts, but we’ll also look to have varied points of view/angles on the posts such as: Ê Member Spotlight -‐ highlight one member, brief bio and accomplishments Ê Member Education post -‐ e.g., resource website, book, online training opportunities, etc. Ê Industry News Ê Member Event -‐ promote upcoming event or images from prior event Ê Video Post -‐ curated from videos posted by members Ê Editorial Post -‐ e.g., member commenting on relevant industry topic Ê Tips and Advice -‐ e.g., 10 ways to evaluate a home care provider Ê Innovation -‐ e.g., interesting iPad app, etc.
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Achieving Your Business Objectives by Using the Communications Center
§ Give your business a voice
§ Increase visibility for your business
§ Create a repository of curated content that is important and relevant to your industry
§ Broaden your network of referral sources
§ Establish yourself as a thought leader in your industry
§ Other ideas
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Business Objectives for Using the Communications Center Shared by Attendees at 5/8/13 Session
§ Grow business
§ Do own sourcing of member connections and information without having to call Henry
§ Pilot social media in a safe, secure and friendly environment with Orion constituents
§ Build a linkage between Orion’s brand and member’s brand. Look to leverage that bond once the OCC opens up feeds to other social media channels
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Give Your Business a Voice
§ Write a blog post – humanize your business and show its personality
§ Guest post on other relevant blogs -‐ a great way to get your business out there
§ Repost your blog posts in the Communications Center -‐ a perfect way to distribute your content more widely
§ Use the Communications Center as your blog if you don’t have one
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You can add your own article
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Increase Visibility for your Business
§ Post on your Facebook business page to spread your message and your logo across people’s newsfeed
§ Post on other blogs and forums-‐ provides you an opportunity to extend the reach/visibility of your brand
§ Post important updates about your business to the Communications Center that you think may be of interest to other members
§ Post images after events that your business participated in
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Create a Repository of Good Content
§ Post great quality articles that: Ê Answer industry questions
Ê Contain industry news
Ê Provide how-‐to based content
Ê Encourage readers to comment
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Create a Repository of Good Content
§ Provide information that helps your target audience in a quick, easy-‐to-‐use format
§ Twitter and LinkedIn are great channels for distributing articles written by others
§ The Communications Center is a perfect place for sharing relevant, informative articles that you have found with other members
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Broaden Your Referral Network
§ Connecting with others through LinkedIn Groups, participating in Forums, etc., is a great way to grow your connections and increase the likelihood of referrals
§ Being actively involved in the Communications Center by sharing content and information is a great way to build trusted relationships with other members
§ Post a business event to the Center’s calendar and reach out to invite other members, if appropriate
§ Use the directory to find members to collaborate with
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Establish Yourself as a Thought Leader
§ Carve out a niche for yourself
§ Write content that takes a stand – be clear, direct and definitive – be the expert on your topic
§ Be controversial (but not too controversial) – these posts spark discussion and debate
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Establish Yourself as a Thought Leader
§ Create a YouTube video -‐ a great way to start building up content that’s authoritative
§ Compose White Papers and mini eBooks focused on your area of expertise
§ Post these articles and videos to the Communications Center and let everyone know they’re available as a resource
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White Papers and eBooks
§ Need to be set-‐up on your website or blog
§ Add a link to the OCC as you would to a blog post or any other article
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Questions?
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Communications Center Challenge
§ We encourage all members to enter their profile information on the OCC by May 10th.
§ We will be conducting an “incentive challenge” for members to explore and become familiar with all the features/functions that the OCC offers
§ Will likely consist of scavenger hunt, which requires members to access all the different sections of the OCC and take some sort of action to complete the hunt
§ We will reward those who participate and there will be one “winner”
§ Further details will be forthcoming soon!
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Next Steps
-‐ Presentation will be made available to all Orion members after today’s meeting
-‐ Look for CC Challenge coming soon
-‐ Direct questions after today to the team -‐ Henry is point of contact for questions/comments on functionality
-‐ Iris is point of contact for content questions, guidance, etc.
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Thank You!
Presentation is currently available here:
Slideshare.net/gibbonsdigital
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