Social Media Social Media –– Leveraging Connections to Leveraging Connections to

Build Your BusinessBuild Your Business

Our Integrated Media TeamOur Integrated Media Team

Ira Kaufman Marketing Strategist President, Optimized Strategies

Greig Wells Social Media Coach LinkedIn Top 50

Patsy Stewart Director of Social Media Optimized Strategies

Brian Duvall Web Video Production & Syndication

Let us Invite you Let us Invite you on a Journeyon a Journey

That can change That can change the way you do the way you do businessbusiness……

If you are not If you are not current, you are current, you are vulnerable!vulnerable!

Our GoalsOur Goals•• Go beyond the hype, access the Power of Social Go beyond the hype, access the Power of Social

MediaMedia

•• Gain insights to leverage your connections to Gain insights to leverage your connections to build your business build your business

•• Outline a personal branding strategy Outline a personal branding strategy

•• Demonstrate the Demonstrate the ““How How ToTo’’ss”” of Big Three Toolsof Big Three Tools

•• Provide you with resources, exercises to develop Provide you with resources, exercises to develop and implement an Integrated Marketing 2.0 and implement an Integrated Marketing 2.0 StrategyStrategy

What is Social Media?What is Social Media?

Social mediaSocial media isisa means to generate conversationsa means to generate conversations

Stop thinkingStop thinking campaignscampaigns

Start thinkingStart thinking conversationsconversations

Translate Translate conversationsconversations into into ResultsResults

WhoWho’’s Using Social Medias Using Social Media

72% of Internet Users have used Social Media72% of Internet Users have used Social Media

Demographics are 27 Demographics are 27 –– 56 year olds56 year olds

88% Have been using Social Media < 90 days88% Have been using Social Media < 90 days*Source is Social Media Industry Report 2009 by Michael *Source is Social Media Industry Report 2009 by Michael StelznerStelzner

•• Facebook 300 million usersFacebook 300 million users•• Twitter 52 million usersTwitter 52 million users•• LinkedIn 48 million usersLinkedIn 48 million users

Integrated Marketing StrategyIntegrated Marketing Strategy

Leverages social media with traditional, online Leverages social media with traditional, online and business developmentand business development

Analyzes your product/service; determines the Analyzes your product/service; determines the relative power of each medium; and then relative power of each medium; and then integrates them to optimize your resultsintegrates them to optimize your results

Generates marketing capitalGenerates marketing capital

Creates sustainable competitive advantage Creates sustainable competitive advantage

““ExponetializesExponetializes”” the reach of your current the reach of your current marketingmarketing

traditionaladvertising

online marketing

social media

businessdevelopment

Social Media SynergySocial Media Synergy Generates Generates Marketing CapitalMarketing Capital

BUZZ

Marketing Capital GeneratedMarketing Capital GeneratedTheThe results results are greater than the sum of are greater than the sum of each of the media inputs, includingeach of the media inputs, including::

Impact the market, gain Top of Mind awareness Impact the market, gain Top of Mind awareness

Use to address sensitive /negative issues Use to address sensitive /negative issues

Efficient use of marketing dollarsEfficient use of marketing dollars

Strengthen Company, Employer and Personal BrandStrengthen Company, Employer and Personal Brand

Expand exposure by driving your message across Expand exposure by driving your message across mediamedia

Access the viral power of user distributionAccess the viral power of user distribution

Do You Need an Do You Need an Integrated Marketing Strategy?Integrated Marketing Strategy?

Does your target market use the internet to Does your target market use the internet to search for a business, access information, or search for a business, access information, or evaluate products?evaluate products?

Do you want to:Do you want to:

Be competitive in the future?Be competitive in the future?

Be a thought leader in your industry?Be a thought leader in your industry?

““ExpontentializeExpontentialize”” the reach of your current the reach of your current

marketing effortsmarketing efforts

Integrated Marketing 2.0 StrategyIntegrated Marketing 2.0 Strategy The StepsThe Steps

1.1. AssessAssess2.2. Identify ExpectationsIdentify Expectations3.3. Frame StrategyFrame Strategy4.4. Build BrandBuild Brand5.5. Implement Marketing 2.0 Mix Implement Marketing 2.0 Mix 6.6. TrackTrack-- EvaluateEvaluate7.7. TweakTweak--Adjust Adjust

1. Assess1. Assess

Digital FootprintDigital Footprint

Google yourself/company Google yourself/company –– print pages 1print pages 1--2 2

If youIf you’’re digitally active, identify baseline of re digitally active, identify baseline of connections, followers, fans, and web site visitorsconnections, followers, fans, and web site visitors

Competitive Analysis Competitive Analysis

Search your keywordsSearch your keywords

Identify your competitors Identify your competitors

Google your competitorsGoogle your competitors

2. Identify Expectations2. Identify Expectations

WhatWhat results do you want to realize?results do you want to realize?

Increase your exposure, site trafficIncrease your exposure, site traffic

Build your business or personal brandBuild your business or personal brand

Build brand awarenessBuild brand awareness

Improve customer serviceImprove customer service

Increase customersIncrease customers

Increase revenueIncrease revenue

3. Frame Strategy 3. Frame Strategy Determine:Determine:

““PainPain”” your product addresses or your product addresses or benefits it providesbenefits it provides

Target Target market(smarket(s) )

Resources ($, personnel) you will invest Resources ($, personnel) you will invest in Marketing2.0in Marketing2.0

TimetableTimetable

4. Build Brand4. Build Brand

Your personal or business Your personal or business ““personalitypersonality””

Distinctive value your products and Distinctive value your products and services offerservices offer

What you leave behind What you leave behind

Interactions and offline Interactions and offline

Your Business BrandYour Business Brand

Qualities and characteristics that Qualities and characteristics that distinguish your business from distinguish your business from others others

Mental and emotional Mental and emotional impressions that other people impressions that other people have of your businesshave of your business

Your Personal BrandYour Personal Brand

Your CONTENT, evolving Online Digital Your CONTENT, evolving Online Digital FootprintFootprint

personal/social networkspersonal/social networks

online conversationsonline conversations

media voice (publications, multimedia, workshops)media voice (publications, multimedia, workshops)

accomplishments and want to be recognized foraccomplishments and want to be recognized for

recommendationsrecommendations

It remains with you foreverIt remains with you forever

Building Your Personal BrandBuilding Your Personal Brand

Define U Define U

Express UExpress U

Develop UDevelop U

Publish UPublish U

Distribute UDistribute U

Define UDefine U

Clarify your identityClarify your identity

Reveal your real powerReveal your real power

Define your Define your ““global calling cardglobal calling card””

Scope out your pathScope out your path

Share your values; vision Share your values; vision

Express your loyalty Express your loyalty

Express UExpress U

Develop your styleDevelop your style

Demonstrate your workDemonstrate your work

Share your passionShare your passion

Develop an elevator speechDevelop an elevator speech

Develop UDevelop U

Refine your communications skillsRefine your communications skills

Develop U with culture and tradition Develop U with culture and tradition

Select social relationships carefullySelect social relationships carefully

Give something backGive something back……time, talent, $time, talent, $

Strive to become a Thought LeaderStrive to become a Thought Leader

Publish UPublish U

Create a consistent digital profileCreate a consistent digital profile

Define your online personaDefine your online persona

Create your online destinationCreate your online destination

Distribute UDistribute U

Listen, Participate, CommentListen, Participate, Comment

Build your network consistentlyBuild your network consistently

Monitor your online Monitor your online

reputationreputation

Your Personal Brand is Your Personal Brand is your Greatest Assetyour Greatest Asset

Strategy clarifies your direction and the Strategy clarifies your direction and the power to achieve your goals power to achieve your goals

Publishing positions you for new Publishing positions you for new opportunities opportunities

Conversations update and project your Conversations update and project your brandbrand

Monitoring protects your assetMonitoring protects your asset

5. Implement Marketing 2.0 Mix5. Implement Marketing 2.0 Mix

Select your toolsSelect your tools

TraditionalTraditional

TV, radio, print, billboards TV, radio, print, billboards

OnlineOnline

Email/newsletterEmail/newsletter

Press release Press release

Social Social

LinkedInLinkedIn

BlogsBlogs

FacebookFacebook

TwitterTwitter

Determine a timetable for media actions with Determine a timetable for media actions with trackabletrackable budurlsbudurls

Integrate marketing tools with social media Integrate marketing tools with social media

Drive traffic to your online call to action Drive traffic to your online call to action (website/blog, landing page) (website/blog, landing page)

6. Track6. Track--EvaluateEvaluateIn 60In 60--90 days:90 days:TrackTrack

Website visits through Google AnalyticsWebsite visits through Google Analytics

Search engine positions for keywordsSearch engine positions for keywords

Reach of Tweets and publications through Reach of Tweets and publications through budurlsbudurls

Business growth, clients, and revenueBusiness growth, clients, and revenue

EvaluateEvaluate Digital Footprint Digital Footprint

Google yourself againGoogle yourself again

Google your competitorsGoogle your competitors

Get updates on your connectionsGet updates on your connections

Monitor Personal Brand/Thought Leadership Monitor Personal Brand/Thought Leadership

Invitations, blog comments, Facebook activityInvitations, blog comments, Facebook activity

Social media ranking sites Social media ranking sites ((omnee.thebubblejungle.comomnee.thebubblejungle.com; ; twitterank.comtwitterank.com))

7. Tweak7. Tweak--AdjustAdjust

Rank media tools that produced the best Rank media tools that produced the best resultsresults

Compare your objectives and resultsCompare your objectives and results

Make content adjustments based on Make content adjustments based on feedback from targeted groupsfeedback from targeted groups

Tweak search engine optimization, Tweak search engine optimization, publishing strategy, social network toolspublishing strategy, social network tools

Tools are Useless Tools are Useless without a Blueprintwithout a Blueprint

Half of all new media campaigns fail

Find your sweet spot

Map out your digital landscape

Don’t hesitate …strategize!

How Do You Get Results?How Do You Get Results?5 Step Success Framework5 Step Success Framework

1.1. Integrated Social Media Marketing StrategyIntegrated Social Media Marketing Strategy2.2. Profile OptimizationProfile Optimization3.3. Commitment to Growing your NetworkCommitment to Growing your Network4.4. Nurture RelationshipsNurture Relationships5.5. ConsistencyConsistency

WhatWhat’’s Next?s Next?

LinkedIn

Facebook

Twitter

WhoWho’’s on LinkedIn?s on LinkedIn?

48 million Professionals 48 million Professionals AvgAvg income $110kincome $110kAvgAvg age 37 age 37 -- 5252

Entrepreneurs Entrepreneurs –– 31%31%Executives Executives –– 18%18%Decision Makers Decision Makers –– 42%42%*From *From LinkedIn.comLinkedIn.com Advertising Advertising

Power of LinkedInPower of LinkedIn

@Greig Wells@Greig WellsOct 13, 2009Oct 13, 2009

AgendaAgendaLinkedIn Best PracticesLinkedIn Best Practices

LinkedIn Profile OptimizationLinkedIn Profile Optimization

Creating a Highly Targeted Sales FunnelCreating a Highly Targeted Sales Funnel

Doing LinkedIn in 1 Hour a WeekDoing LinkedIn in 1 Hour a Week

Why LinkedInWhy LinkedIn

Business Networking PlatformBusiness Networking Platform

Ideal Demographics Ideal Demographics

Exponential Reach Exponential Reach –– 3 Degrees3 Degrees

Time Saver & Information AggregatorTime Saver & Information Aggregator

Best PracticesBest Practices

Bigger network is Better = Be FoundBigger network is Better = Be Found

Utilize ReciprocityUtilize Reciprocity

DonDon’’t Upgrade to a Paid Accountt Upgrade to a Paid Account

Control IDK Control IDK

Profile OptimizationProfile OptimizationSEO your profileSEO your profile

Be Inviting = Maximize ConnectivityBe Inviting = Maximize Connectivity

Manipulate Page Layout to Drive SalesManipulate Page Layout to Drive Sales

Brand ReinforcementBrand Reinforcement

II’’m on LinkedInm on LinkedIn…… Now What?Now What?

1. Join Groups Your Customers Are In1. Join Groups Your Customers Are In

2. Create Your Own Group to Pre2. Create Your Own Group to Pre--QualifyQualify

3. Invite Targeted Prospects to Your Group3. Invite Targeted Prospects to Your Group

Creating a Highly Targeted Creating a Highly Targeted Sales FunnelSales Funnel

In My GroupIn My Group

Seed Buying CriteriaSeed Buying Criteria

Position Yourself as the ExpertPosition Yourself as the Expert

Create Customer BuzzCreate Customer Buzz

Control competitionControl competition

Accept Invites, send follow up noteAccept Invites, send follow up note

Update Status BarUpdate Status Bar

LinkedIn Answers LinkedIn Answers

Group Discussion (Group Discussion (ReUseReUse Content)Content)

Send Targeted Group Invites Send Targeted Group Invites

Weekly ToWeekly To--Do ListDo List

ResourcesResourcesSocialMediaWhatWorks.comSocialMediaWhatWorks.com

MyLinkWiki.comMyLinkWiki.com

JibberJobber.comJibberJobber.com

LinkedIn ToolbarLinkedIn Toolbar

http://http://www.LinkedIn.com/in/GreigWellswww.LinkedIn.com/in/GreigWells

Q & AQ & A

Should I Be Marketing on Should I Be Marketing on Facebook?Facebook?

Yes Yes Facebook is the #1 social destinationFacebook is the #1 social destination

More than 300 million active users and mMore than 300 million active users and more than 300,000 businesses

4th most trafficked website

The fastest growing demographic is those 35 years old The fastest growing demographic is those 35 years old and olderand older

More than 10 million users become fans of Pages each More than 10 million users become fans of Pages each day day

Why are they frequenting Why are they frequenting Business Pages?Business Pages?

Getting news or product updates (67%)

Having access to promotions (64%)

Viewing or downloading videos/music (41%)

Submitting opinions (36%)

Connecting with other consumers (33%)

If your business has prospects on Facebook and they would find any of the above interesting, you should build a business fan page.

SOURCE: Pace University study, 12/08

WhatWhat’’s the difference? s the difference?

Fan pageFan pageGroupGroupProfileProfile

Fan PageFan Page GroupGroup ProfileProfile

Multiple profiles per Multiple profiles per user alloweduser allowed

yesyes Yes up to 200 Yes up to 200 groupsgroups

NoNo

Search engine Search engine visibilityvisibility

Yes, visible to Yes, visible to search & non FB search & non FB membersmembers

Yes, visible to Yes, visible to search and non search and non FB membersFB members

NoNo

Membership sizeMembership size unlimitedunlimited unlimitedunlimited 5000 friends5000 friends

MessagingMessaging Can message all Can message all fansfans

Can message Can message no more than no more than 5000 members5000 members

CanCan’’t t message all message all friends at friends at onceonce

Announcements go toAnnouncements go to Updates list (most Updates list (most access from profile)access from profile)

To your inboxTo your inbox n/an/a

ApplicationsApplications Can add limited appsCan add limited apps Very limited Very limited preset apps preset apps availableavailable

Can add Can add nearly all appsnearly all apps

metricsmetrics Can measure page Can measure page activity through activity through insightsinsights

n/an/a n/an/a

Keys to Using FacebookKeys to Using Facebook

Make business personal Make business personal

Update your Facebook Page frequentlyUpdate your Facebook Page frequently

Harness the power of News FeedHarness the power of News Feed

Choose the applications that are best Choose the applications that are best for your businessfor your business

Promote your Page through Facebook Promote your Page through Facebook Ads Ads

What Can You Put on What Can You Put on Your Fan Page?Your Fan Page?

Event notices (tradeshows, conferences, specials)

Custom modules/applications

Newsletter or Opt-in box

RSS feed from your blog

Videos, Photos

Links to articles, blogs and websites

Notes (equivalent of mini blog posts)

Career Opportunities

Contests and Polls

Advertising on FacebookAdvertising on Facebook

Reach your target market (location, Reach your target market (location, gender, age, keywords)gender, age, keywords)

Inexpensive advertising Inexpensive advertising --choose pay choose pay per click (CPC) or impression (CPM)per click (CPC) or impression (CPM)

Advertise your website or a Facebook Advertise your website or a Facebook Page or EventPage or Event

Track your progress with realTrack your progress with real--time time reporting using Insights.reporting using Insights.

Why Twitter?Why Twitter?

Twitter has 40 million users who spent 300 million minutes on the site in April 2009, 3712 % more time than in April 2008

Twitter users spend 66% more dollars on the Internet than non-twitter users

Largest age group on Twitter is 35-49

Look and ListenLook and Listen

Monitor twitter for a few daysMonitor twitter for a few days

Add your first few tweetsAdd your first few tweets

DonDon’’t sellt sell

Engage in conversationsEngage in conversations

Use Use http://search.twitter.comhttp://search.twitter.com

Download twitter desk client (Download twitter desk client (SeesmicSeesmic, , TweetdeckTweetdeck, Twirl), Twirl)

Who is using Twitter?Who is using Twitter?

To update customers of company dealsTo update customers of company deals

DellDell

StarbucksStarbucks

To offer customer supportTo offer customer support

JetBlueJetBlue

ComCastComCast

To get closer to customersTo get closer to customers

Southwest AirlinesSouthwest Airlines

Whole Foods MarketWhole Foods Market

Twitter Desktop ToolsTwitter Desktop Tools

SeesmicSeesmic

TwhirlTwhirl

TweetdeckTweetdeck

HootsuiteHootsuite

What is a What is a HashtagHashtag??

A A hashtaghashtag ( # ) is a way to unite global ( # ) is a way to unite global Tweets around some particular topic. Tweets around some particular topic. Basically, these are tags that that help Basically, these are tags that that help those who seek similar content discover those who seek similar content discover your Tweets.your Tweets.

##hashtags.orghashtags.org a list of popular a list of popular hashtagshashtags

TweetchatTweetchat create chat rooms for create chat rooms for hashtagshashtags and see related tweets and see related tweets

Twitter ApplicationsTwitter Applications

TwitpicTwitpic -- For uploading photosFor uploading photos

TweetlaterTweetlater -- Scheduling tweets Scheduling tweets

TweetburnerTweetburner -- to track links you tweetto track links you tweet

TwellowTwellow –– twitter yellow pagestwitter yellow pages

TweetbeepTweetbeep –– alerts sent to your emailalerts sent to your email

http://http://optimizedstrategies.com/howto/twitter.pdfoptimizedstrategies.com/howto/twitter.pdf

Contact InfoContact InfoIra Kaufman ira@optimizedstrategies.com

http://www.linkedin.com/in/optimizedstrategies http://facebook.com/irakaufman Twitter @ira9201

Greig Wells greig_wells@yahoo.com http://www.linkedin.com/in/greigwells http://facebook.com/greigwells Twitter @GreigWells

Patsy Stewart patsy@optimizedstrategies.com http://www.linkedin.com/in/patsystewart htttp://facebook.com/patsystewart Twitter @stewartb2b

Brian Duvall Brian@DuvallMedia.com http://www.linkedin.com/in/BrianDuvall htttp://facebook.com/BrianDuvallTwitter @BrianDuvall

Create Your Digital FootprintCreate Your Digital Footprint