leveraging social media for business
TRANSCRIPT
LEVERAGING SOCIAL MEDIA FOR BUSINESS
2010 ConferenceMay 19, 2010
Anthony Juliano
Hi!
What this presentation is
NOT
• How Facebook can make you a millionaire• Tweet your way to the top!• How to develop an internal social media
policy• Everything you always wanted to know
about social media (but were afraid to ask)
It’s abouthow social media is changing your
business…
…and how you can leverage
social media in your business
A few definitions
What is Social Networking? Social Media? Web 2.0?
Web 2.0
Social Media
SocialNtwrkg
MySpace
Blogs
Microblogs
Photo/vid
sharing
Interactive
Dialogue
User-generated
What is Social Networking?
• “Social networking is people having conversations online”
• Social networking is your surrogate when you can’t be with your friends/family/customers/ prospects
• Social networking is a glass against the wall• Social networking gives you permission to speak• Social networking is your online resume
Social Networking - Pros
• Keeps your name in front of prospects/ customers
• Increases traffic to your website• Helps you build relationships• Allows you to actively promote
services/products for sale• Makes you “more human” • Gives you insight into customers’/
prospects’/friends’ lives
Social Networking - Cons
• Demands time and attention• Takes time to build a presence• Risk of “overselling”• Blends the personal and the professional• Must be carefully integrated with your
larger marketing strategy• May give your competitors insight into your
business
THIS IS A TEST
If werea country, it would be larger than…
A. U.S.B. JapanC. MexicoD. All of the aboveE. I’m sorry, but could you repeat the question? I was just
updating my status.
If werea country, it would be larger than…
D. All of the above
Largest countries in the world
1. People's Republic of China - 1.3 billion
2. India - 1.3 billion
Facebook - >400 million reg. members
3. United States - 307 million
Russia - 143 million
Japan - 128 million
Mexico - 108 million
Social media is NOT a trend
How Social Media is Changing Your
Business
Customers can easily communicate with each other…
…and you can listen in
Word of mouth travels much faster than ever before
There are an infinite number of messages competing for your audience’s attention
What’s the most interesting topic in the world to you?
You.
Web 2.0 is revolutionizing our expectations
“Interruption” advertising is becoming less effective
“You can buy attention (advertising).
You can beg for attention from the media (public relations).
You can bug people one at a time to get attention (sales).
Or you can earn attention by creating something interesting and valuable and then publishing it online for free: a YouTube video, a blog, a research report, photos, a Twitter stream, an ebook, a Facebook page.”
- David Meerman Scott
The Big 4
• Best for: – Building relationships with a group of “fans”
• Pitfalls: – Hard to engage audience unless they’re truly
fans– When “fan” group is very large, it’s hard to
manage relationships with individuals– Used more for personal networking
Should YOUR business be on Facebook?
Yes, if you can deliver… Unique, engaging content Information and education, not advertising An experience that makes fans want to
connect with each other
REMEMBER: on Facebook, you don’t have customers, you have…
If you have fans, you may need a Facebook page
If you just have customers, you may not
If you have to choose, better to have customers and no Facebook page than have a Facebook page and no customers
• Best for: – Listening to customers– Short-shelf-life information
• Pitfalls: – Labor intensive– Tweets are here today, gone tomorrow
YouTube
• Best for: – Demonstration– User generated content
• Pitfalls: – User generated content will not always be
favorable– The bar is set very high
• Best for: – Professional services providers– Career advancement– Recruitment
• Pitfalls: – Harder to make an emotional connection
80% of companies
use social media for recruitment
95% of these companies
use LinkedIn
Source: Erik Qualman, Socialnomics
Think
beyond the Big 4
Other Social Media Sites/Tools
• MySpace• Google Buzz• Niche• Location-based sites• Photo/video/music
sharing• Blogs• Consumer opinion
• Peer-to-peer selling• Discussion groups • Intranets• Wikis• RSS Feeds• Social news sites• Virtual worlds/ Social
gaming• Chat
Social media and your internal
audience
Boss blog
“A CEO or senior manager blog can act as an ongoing ‘town hall meeting.’ The direct, informal nature of blogs appeals to many employees and encourages them to approach their senior team with questions and comments.”
- SnapComms.com
Discussion groups
“Cisco…launched an initial discussion forum…to share thoughts and ideas and start threaded conversations, to discuss topics, and to ask questions and get answers from the Cisco community.”
- “Web 2.0 @ Cisco: The Evolution”
Benefits of discussion groups
Closed communities Focused conversations Collaboration/camaraderie Leverage collective wisdom Moderated
Internal social
networks
Wikis
What’s possible on an internal social network/wiki?
Build camaraderie Harness collective intelligence Improve productivity and downtime Monitor morale Recruitment Education Mass communication
Eight Keys to Social Media
Success
1. Make social media a priority—or don’t do it at all
2. Be AUTHENTIC
3. Give to get
4. Carve out a niche
5. Be prepared and willing to adapt as
social media changes
6. Don’t try to do everything
7. Have a strategy
Marketing strategy
Social media strategy
LinkedIn strategy
8. Decide how you’ll measure ROI
What’s your goal?
• More web traffic?• Increased inquiries/sales?• Media coverage?• Fewer support calls/more self service?• It should NOT be number of
fans/friends/followers
Questions?
