Kyle Claypool, CEOOptima Worldwide

•BS from Illinois (UIUC)•Worked at Natl. Center for Supercomputing Applications (NCSA)•WorldSkills Website Design Technical Expert and Judge for USA (2010-Present)•Manage team of 10 at Optima

• We want to get more business from Facebook

• We know we need to be on Twitter• Our business should have a YouTube

channel• We need to be building our brand on

Pinterest

• Start with POST•People•Objective•Strategy•Technology

• Read “Groundswell” by Josh Bernoff

• Who are you trying to reach?• Define specific personas

• What networks do they actually use?• Demographic data

• What do they do online?• Social technographics

Twitter

More on Twitter: http://pewresearch.org/pubs/2007/twitter-users-cell-phone-2011-demographics

Facebook

LinkedIn

Source: http://forrester.typepad.com/groundswell/2010/01/conversationalists-get-onto-the-ladder.html

Where do your customers fall?http://empowered.forrester.com/tool_consumer.html

Great presentation:http://www.slideshare.net/bnixon/groundswell-post-process-presentation

• Does your industry lend itself to social?• Physician’s Reference Laboratory – draws and

tests blood and urine• DMES – incontinence products, medical

equipment• Forte Products – plastic waste/recycle bins

• Would people recommend you to friends in person?

• Does your brand create an emotional response?

• Learning about what customers are saying

• Monitor brand, product mentions• Yours and competitors’• Feedback, product/service reviews,

etc.

http://www.youtube.com/watch?v=xC8JU_aEvgg

• Not just shouting your message• Blog – communicate continually and

solicit feedback• Forum – join existing forums where

people discuss your service, or start one

• Example: http://www.beinggirl.com/

• http://www.youtube.com/watch?v=6recCDZ66U0

• Getting impassioned customers to spread the word for you

• Listen, respond, and create raving fans

• http://www.youtube.com/watch?v=xFTqZFtuX-g

• Enabling customers to support each other

• Support calls cost (on average) $10• Consider hardware/software support

forums, wikis• People desire “psychic income” – “I just

like helping other people”

• http://www.youtube.com/watch?v=5ih9H0eC8mM

• Involve customers in decisionmaking• Salesforce.com’s IdeaExchange

• Suggest improvements, vote on ideas• Pose questions, get feedback

• Let customers help develop new products/services• Eliminates guesswork and arguments

based on personal assumptions

• http://www.youtube.com/watch?v=Hq1lbxNqwGU

• Who, what, when, where, why?• Better to leverage 1 tool well than 5

tools poorly• Baby steps!• Relationships. Not Technology.

• Identify & connect with influencers• Existing customers• Bloggers, industry publications• Partners, suppliers• Members of business groups• (Same influencers from linkbuilding

research)

• “Like us to access free resources, discounts, specials, etc.”

• “Retweet for a chance to win _____”• “Like and submit email address to enter

contest” (list building)• Reward top forum posters, blog

commenters

• What actions do you want to encourage?

• Pick best fit(s) for both you and your customers• Must be comfortable with the medium• Gary V (WineLibrary.tv) hated writing, chose

video: http://tv.winelibrary.com/• Seth Godin blogs – Twitter/FB just link to

posts

• There will always be another latest greatest social network

• Build relationships that transcend platforms

• Be authentic• Be patient

Read more about monitoring social networks:http://www.seomoz.org/ugc/listening-to-the-web-with-google-reader-a-beginners-guide