beyond facebook: using social media to build your brand and develop business

advertising marketing public relations web & digital media

BEYOND FACEBOOK… Using Social Media to Build your Brand

And Develop Business

NAIFA

tweet away

#kps3naifa © KPS|3 2011. Not to be reproduced or used without permission. kps3.com

NAIFA

tweet away

#kps3naifa © KPS|3 2011. Not to be reproduced or used without permission. kps3.com

NAIFA

tweet away

#kps3naifa © KPS|3 2011. Not to be reproduced or used without permission. kps3.com

NAIFA

tweet away

#kps3naifa © KPS|3 2011. Not to be reproduced or used without permission. kps3.com

How many of you get most of your

referrals and good business… from

word of mouth from current

relationships you have?

NAIFA

tweet away

#kps3naifa © KPS|3 2011. Not to be reproduced or used without permission. kps3.com

How would you like to expand the

ways you make "word of mouth" and

current relationships work for you?

NAIFA

tweet away

#kps3naifa © KPS|3 2011. Not to be reproduced or used without permission. kps3.com

Exercise: As quickly as you can when I

say go, introduce yourself to as many

people as you can, but you must tell

each one you meet one fact about

your business or you. And listen to

theirs. Keep count of your score.

NAIFA

tweet away

#kps3naifa © KPS|3 2011. Not to be reproduced or used without permission. kps3.com

There is SHIFT from a BROADCAST

mechanism to a MANY-TO-MANY

model, rooted in a conversational

format between authors and people.

NAIFA

tweet away

#kps3naifa © KPS|3 2011. Not to be reproduced or used without permission. kps3.com

IBM forecasters are predicting a

greater disruption in marketing in the

next five years than we’ve seen in the

past 50 years combined.

NAIFA

tweet away

#kps3naifa © KPS|3 2011. Not to be reproduced or used without permission. kps3.com

Technology… allows us to do what

we've been doing… differently,

faster. It's not a replacement; it's a

supplement.

NAIFA

tweet away

#kps3naifa © KPS|3 2011. Not to be reproduced or used without permission. kps3.com

Social Media: uses technology and

defined networking systems, to allow

you to connect to and engage a

broader range of people that you

may be able to access in person.

NAIFA

tweet away

#kps3naifa © KPS|3 2011. Not to be reproduced or used without permission. kps3.com

Social Media Can be One More Tool: It isn't a short-term project, an experiment, a one-shot deal, or a quick fix. It's not something you throw money at, and using it doesn't guarantee success or influence.

NAIFA

tweet away

#kps3naifa © KPS|3 2011. Not to be reproduced or used without permission. kps3.com

Let's review how business is

developed… think of it as a

continuum, with engagement being

the key along the way in many places

in many ways.

NAIFA

tweet away

#kps3naifa © KPS|3 2011. Not to be reproduced or used without permission. kps3.com

Relevant Engagement is the Key: Awareness

Understanding

Perceptions

Attitudes

Intent

Behavior (Buying Decision)

NAIFA

tweet away

#kps3naifa © KPS|3 2011. Not to be reproduced or used without permission. kps3.com

NAIFA

tweet away

#kps3naifa © KPS|3 2011. Not to be reproduced or used without permission. kps3.com

Some common Social Media tools:

Facebook

Twitter

NAIFA

tweet away

#kps3naifa © KPS|3 2011. Not to be reproduced or used without permission. kps3.com

Some common Social Media tools:

YouTube

Blogs

NAIFA

tweet away

#kps3naifa © KPS|3 2011. Not to be reproduced or used without permission. kps3.com

Some common Social Media tools:

LinkedIn

Plaxo

NAIFA

tweet away

#kps3naifa © KPS|3 2011. Not to be reproduced or used without permission. kps3.com

Some common Social Media tools:

AngiesList

Yelp

Other UGC rating sites

NAIFA

tweet away

#kps3naifa © KPS|3 2011. Not to be reproduced or used without permission. kps3.com

Yeah, great… but so what? Why??

1.Further your brand/reputation and

position you relative to competition

2.Move prospects down continuum

3.Search engine optimization

NAIFA

tweet away

#kps3naifa © KPS|3 2011. Not to be reproduced or used without permission. kps3.com

Not just for young'uns: -Online: 79% of U.S. adults online Avg 11 plus hours/week -Blogging: More than 40 million blogs… and it doubles every 6 months -Cell Phones: 255 million users (84%), 98% capable/50% using text messaging -Video: 12 billion online video streams -61.4% have visited a social networking site -Six in 10 wealthy consumers online use social networks -Fastest growing segment in Facebook users…

NAIFA

tweet away

#kps3naifa © KPS|3 2011. Not to be reproduced or used without permission. kps3.com

Further your brand positioning/value:

Expert

Trusted advisor

Thought leader

Successful for clients

NAIFA

tweet away

#kps3naifa © KPS|3 2011. Not to be reproduced or used without permission. kps3.com

Further your brand positioning/value:

- Social media tools same as others

- Remember the cocktail party

- Develop your strategy, message or

topic priorities, brand style and voice

NAIFA

tweet away

#kps3naifa © KPS|3 2011. Not to be reproduced or used without permission. kps3.com

A word on Blogging (Weblog):

- Improves SEO

- Positions you as expert/thought

leader

- Monitor and contribute as strategy

- Media pull from blogs

NAIFA

tweet away

#kps3naifa © KPS|3 2011. Not to be reproduced or used without permission. kps3.com

Monitoring the Blogosphere: Free: Bloglines, Technorati, Blogpulse

Paid: Umbria, Nielson BuzzMetrics, BuzzLogic

NAIFA

tweet away

#kps3naifa © KPS|3 2011. Not to be reproduced or used without permission. kps3.com

Further your brand positioning/value:

- Use the same discipline you use in

other biz dev efforts (schedule)

- It's human resource vs. financial

NAIFA

tweet away

#kps3naifa © KPS|3 2011. Not to be reproduced or used without permission. kps3.com

Move prospects down continuum:

- Engaged, authentic interaction and

you can "prove your brand"

- Use social media to touch them –

integrate with calls, direct mail, trad

NAIFA

tweet away

#kps3naifa © KPS|3 2011. Not to be reproduced or used without permission. kps3.com

Move prospects down continuum:

- As they begin to research you,

they'll find more content - than just

your website, sales brochure, biz

card, or whatever they find Googling

NAIFA

tweet away

#kps3naifa © KPS|3 2011. Not to be reproduced or used without permission. kps3.com

Improve SEO:

- Search performance is critical and

getting more so

- Search is number 1 activity online

- Search spiders find things they like,

are credible

NAIFA

tweet away

#kps3naifa © KPS|3 2011. Not to be reproduced or used without permission. kps3.com

Improve SEO:

- Fresh content (SE spiders LIKE this)

- Links back to your website (links in

are liked by spiders)

- Multiple listings higher up in ratings

NAIFA

tweet away

#kps3naifa © KPS|3 2011. Not to be reproduced or used without permission. kps3.com

Compliance:

- Your industry has some constraints

on spontanaity

- If your company policy permits,

there are potential work-arounds

NAIFA

tweet away

#kps3naifa © KPS|3 2011. Not to be reproduced or used without permission. kps3.com

It must be strategic however…

-Strategy first. -Then do.

NAIFA

tweet away

#kps3naifa © KPS|3 2011. Not to be reproduced or used without permission. kps3.com

Making it work: -Listen. Understand. -Participate. Give people a reason to come back to you. Don’t have to be boring.

NAIFA

tweet away

#kps3naifa © KPS|3 2011. Not to be reproduced or used without permission. kps3.com

Making it work: - Important to understand the technology but more so the strategy. - Extend your reach. It’s not a build-it-they-will-come mentality. Integrated marketing is important.

NAIFA

tweet away

#kps3naifa © KPS|3 2011. Not to be reproduced or used without permission. kps3.com

Finding these slides later: -I will blog tomorrow PM with a link to slides - www.kps3blog.com

advertising marketing public relations web & digital media

KPS3.COM/BLOG

FACEBOOK.COM/KPS3MARKETING

TWITTER.COM/KPS3

YOUTUBE.COM/KPS3MARKETING

LINKEDIN.COM/COMPANY/KPS3