three steps to starting your social media presence

3 Steps to Starting Your (Effective) Social Media PresenceBy Michelle Golden, Golden Practices Inc

#GroPro11

goldenprac+ces.com

Today

1. PICK THE RIGHT HANGOUT• Find your peeps• Why content is key

2. LEARN THE LINGO• Understand the tools to use them effec+vely• On being “real”

3. BUILD RELATIONSHIPS, BRING VALUE• Old rules hold true: listening and giving• Digital to personal

3

WHAT ARE SOCIAL MEDIA?

4

goldenprac+ces.com

A con&nually changing set of tools and their users(!) that facilitate informa&on sharing and rela&onships. Online.

Image: ironrodart (flickr)

goldenprac+ces.comImage: fuzzyscalyman (flickr)

goldenprac+ces.com

The holy grail of marke+ng

7

But publishing w/out engaging is merely passive marke+ng

And engaging w/out publishing is missing a huge opportunity

• Can just engage

• Can just publish

goldenprac+ces.com

Paul Neiffer’s agripreneursNov ‘08

Jan ‘09

by Nov ‘09

Feb ‘10

goldenprac+ces.com

LEADS

Levels of marke+ng

9

Passive

Par+cipant & Expert Resource

Outreach & Engage

INVOLVEMENT

1. PICKTHE RIGHTHANGOUT

goldenprac+ces.com

Clarify your purpose

1. Business development• Build/strengthen business rela+onships• Interact and/or share content• Credibility• Build team, recrui+ng

2. Customer svc/reputa+on enhancement• Create proac+ve fan base• Monitor• Make problems right

3. Just to learn (passive, but OK place to start)

11

goldenprac+ces.com

Image: lydiaboote (flickr)

WHO ARE YOU? WHY SHOULD WE CARE?

goldenprac+ces.com

Choosing a niche

• Enjoyment level (aka PASSION)

• Prac<ce composi<on

• Service mix

• Scalability

• Capacity

• Compe<<on

• Economy

13

Channels: online & off

BLOGS

14

FINDING YOUR PEEPS ON THE WEB

Image: brian-‐ford (flickr)

goldenprac+ces.com

Start here

16

goldenprac+ces.com

Den+stry (Alltop)

goldenprac+ces.com

Blog to follow, comment on

goldenprac+ces.com

Financial post to link to

MORE TO EXPLORE!

goldenprac+ces.com

Biz growth post to share

goldenprac+ces.com

Search

• Google & Google Blog Search• “Dental associaAons”• “Dental community online”• “Dental forum”• “Dental conference”• “DenAst pracAce management”• Look for blogs, blog rolls, groups, events, associaAon news,

resource lists

• LinkedIn: “Den+st groups” and events• TwiPer: “Den+st” “dental” “den+stry” and

“den+st tweetups” or “den+st tweetchat”

• Facebook, Amazon, Slideshare, YouTube: seek prac+ce management and other industry specific topics

goldenprac+ces.com

Listen here

22

goldenprac+ces.com

Share liberally

• Stuff they (and you) take for granted like judgments applied in day-‐to-‐day work

• Address “common ques<ons” (if not already out there in abundance)

• Clear up misconcep<ons

• Change paradigms

• Share as you learn

23

2. LEARN THE LINGOBuy this cuz you kick ass.

Buy this cuz we kick ass.

goldenprac+ces.com

Your job = reassure

Am I making the right decision hiring you?

• Evidence of knowledge

• Helpfulness & accessibility

• Coolness

• Synergy

• Third-‐party endorsements

goldenprac+ces.com

Keep content in YOUR house

26

goldenprac+ces.com

File sharing site: YouTubeSubscrip+ons: cpatrendlines

27

goldenprac+ces.com

File sharing site: SlideshareSubscrip+ons: goldenm

28

goldenprac+ces.com

Embed files

PowerPoint

PDF doc

29

goldenprac+ces.com

Get found elsewhere

• LinkedIn profile (solid)• Google profile (hub)• Bio on your firm’s website• TwiVer? • Facebook?

Let them find you. Guide what they see.30

goldenprac+ces.com

Google you

31

goldenprac+ces.com

• Reconnect (transient)• Who knows whom? (minus context) • Load up & look up (mini-‐CRM)• Reasons to reach out (noAficaAons)• Moderate interacAon (easy)• Demo experAse (answers & groups)• Front of mind (unobtrusive)• Research (meeAng prep)

32

LinkedIn’s all biz

goldenprac+ces.com

All atwioer for news & ideas

33

goldenprac+ces.com

Facebook extra value

• Being “real”

Who’s Cut Out for Blogging?

hop://www.slideshare.net/goldenm/anatomy-‐bloghop://www.slideshare.net/goldenm/new-‐blog-‐process-‐chart

35

goldenprac+ces.com

Which tool for what?

hop://www.slideshare.net/goldenm/comparing-‐social-‐media-‐tools36

goldenprac+ces.com

10:1

3. BUILD RELATIONSHIPS … BRING VALUE

goldenprac+ces.com

Friends & followers

• Peers, colleagues

• Industry experts, associa<on reps

• Local and na<onal media

• Thought leaders

• Customers

• Strangers who ask

39

goldenprac+ces.com

Presen+ng yourself

• People are ALWAYS beVer than logos• E.g. Twioer: other than for marke+ng or cust svc rep, all CPAs s/tweet under their own name

• Humanize yourselvesbecause it’s “grassroots”

photo

cpa

40

goldenprac+ces.comImage: mythoto (flickr)

PROTECTED TWEETS?

IMPERSONAL FACEBOOK?

DON’T BOTHER.

goldenprac+ces.com

Winning new friends

• Be friendly and helpful• No auto DMs, no spammy posts

• Make lists that people want to be on

• RT

• Thank

• Promote others’ stuff

42

Not why SM were created.

Image: rthakrar (flickr)

NOT WHY SM WERE MADE

goldenprac+ces.com

ParAcipate in groups & acAviAes

44

goldenprac+ces.com

From digital to personal

• LinkedIn• Introduc+ons & recommenda+ons (don’t use automated)• Congrats & follow-‐up

• Twioer• Tweetups & tweetchats

• Facebook• Events & “likes”

• All• Correspond!• Video (skype, face+me)

goldenprac+ces.com 45

goldenprac+ces.com

Effec+ve online presence

Be present• You’re findable• Connects your “pieces” together

Share content• Illustrates your uniqueness & character• Supports your claims of exper+se• Shows you’re a thinker & stay up-‐to-‐date

Engage• Conveys you’re accessible• From stodgy back to “grassroots” marke+ng

46

michelle@goldenprac+ces.comgoldenprac+cesinc.comgoldenprac+ces.com (blog)@michellegolden (twioer)

More Info:slideshare.net/goldenm