social media: how to use it to your advantage

Social Media

Using it to Your AdvantageDavid L. SmithMarcus Pratt

Why We’re Here Today

Learn how you can use Social Media to:

Create lead generation and sales development

Complement traditional media campaigns

Create a powerful online personal profile and brand

Separate your professional life from your personal life

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Let’s talk about using Social Media for Business

Don’t Worry, We’re Experts

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5 Truths About Social Media

1. Engagement can't be seen in dollars

2. Social is similar to PR; money can't buy everything

3. Facebook isn't a megaphone, Twitter’s not a podium

4. You're being watched – by your competitors, customers, prospects, employees & co-workers

5. Content rarely goes viral

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How are People Using Social Media?Clear difference between personal and professional networks

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Personal vs. Professional Networks

Content expectations vary depending on type of network

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But:

What is a Professional Social Network?

and What is a Personal Social Network?

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OVERVIEW OF SOCIAL NETWORKS

Best for personal use

Friending is two-way

Fun, lighter to connect with individuals

Huge Scale

Rapidly changing platform requires adaptability and attention

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Twitter

Offers 1 on 1 connection

1 way connections – you can follow anyone with a public account

Ability to align with topics or content via linking

Following experts can create a personal news feed

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Twitter

Large repository of information via search

Very real-time, and very public

Anyone can follow you; non-followers can see your tweets too

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Built for Business

Good platform to establish leadership on a topic

Excellent for light-touch networking

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In some ways a Rolodex that updates automatically

Best tool for recruitment

Allows you to know something about those you haven’t yet met

Look up clients, prospects, potential employees

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Compelling imagery is a must

Unique in suburban female skewing audience that kick-started the fastest growing social network (ever)

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Popular among design/fashion/art crowd

Strong platform for brands with visual content

Full of products; great for driving retail traffic

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Brands, firms, and individuals finding use for Google Hangouts group video chat feature

•Support & troubleshooting•Collaboration•Mini Virtual Conference

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Organization of contacts into “circles”

Allows for posting of one thing to a professional group, and another to close friends

Lacking broad stickiness now, but always keep an eye on Google

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Other Social Networks

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Longer form content and thought leadership

Newer, focus on sharing with close connections

Locations and check ins

For foodies

Major revamp in the works

Corporate social environments

Blog hosting, with Twitter-like features

Who knows??

THINGS TO DOTHINGS NOT TO DO

Best Practices

Set goals & pick the best tools for you

Keep the broader relationship in mind

Know who might see your posting – is it public or private?

Remember “traditional” media tie-ins

84% of Smartphone owners use their phones while watching TV (Nielsen) 20

Best Practices

Be transparent – affiliations, name, photo create trust

Be human & be yourself

A picture is worth 1,000 words

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Worst Practices

Unneeded or unfounded negativity

Chiming in with nothing new to say

Irrelevant yet controversial topics

Ignoring customers is a no-no

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HOW TO

You are probably already on Facebook

Check privacy settings– who can see what?

Are you showing your birthday only, or year?

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What brand pages have you liked? Clients? Prospects?

Keep it personal, clean, and remember this is for friends

Understand how pages & posting work

Familiarize yourself with ad products

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Twitter

What are you here for?

Following/reading?

Getting a message out?

Finding new contacts?

Tracking customers?

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Twitter

Choose your handle & profile carefully

Consider linking to content you like or find interesting

Don’t feel obligated to follow

Don’t spam with @replies or Direct Messages

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More important than a resume

Make your profile complete

Get recommendations

Look at your company page

Increasingly a good source of trends and news with “LinkedIn Today”

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Use the search function:• Anyone you’re meeting• Look at & follow

companies you’re tracking regularly

• Larger network = better results

Think of a connection as a small endorsement

Add those you are meeting/doing business with

Consider pro account29

Do you need to contribute?

What categories do you want to align to?

Know what your clients are doing on Pinterest

If an avid Pinner, consider a browser plug-in

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You may have a profile you don’t know about?

Hooks into Google products

Set up a profile, even if not used

Consider traction gained in photography community

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What’s Your Ranking

Klout & Kred aim to measure social influence

Systems are imperfect, but trend data can be used to track goals

Friend and follower counts are not everything

BUILDING A BRAND

Building your Company’s Brand

Does your company have a Social Media policy?

Do you know what it is?

Know what you can share

We are all brand ambassadors

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Building your Company’s Brand

Keep up to date on news

What posts can you amplify?

Corporate PR

News and views

Success stories

Launches

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Building a Personal Brand

Align with your existing brand

Decide how you want to position yourself within each network(Audiences do cross over)

Provide updates to friends and relatives

Curate important information and updates

Photos, photos photos

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Generating Leads

Recognize the difference between finding prospects and generating qualified leads

Don’t be too pushy on social channels

Use proven tools to establish contact - okay to pick up the phone or send an email when selling

Identify companies with a need

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Thank You!

Slides will be posted to Slideshare: http://www.slideshare.net/mediadls

Follow us on Twitter:@mawkus@mediadls

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APPENDIX

Sources & Additional Resources

http://www.cnn.com/2012/09/15/showbiz/tv/second-screen-tv-our-mobile-society/

http://info.spredfast.com/rs/spredfast/images/Spredfast-Engagement-Index-Benchmark-Final.pdf

http://pinterest.com/pin/124693483403750740/?utm_source=sendgrid.com&utm_medium=email&utm_campaign=share_pin

http://www.cnn.com/2012/09/15/showbiz/tv/second-screen-tv-our-mobile-society/

http://pelfusion.com/twitter-2012-latest-statistics-infographic/

Where do Consumers Engage with Brands?

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