turning social media into business media
TRANSCRIPT
TURN SOCIAL MEDIAINTO BUSINESS MEDIA
Flip The Traditional Marketing Funnel On Its Side
WHAT’S THE BIG DEAL?
1. Too much technology2. Not enough technology3. Too many friend requests4. Can’t keep up with customers5. Trying to stay ahead of
customers
AGENDA
• Web 2.0: What’s Your Status?• Social Media: Should We Be
Friends?• Using Social Media to Sell & Re-
sell• Your ideas? Time to Interact
WEB 2.0 TECHNOLOGY
Social networks build online communities of people who share interests and/or activities, or who are interested in exploring the interests and activities of others.
Web 2.0 uses Really Simple Syndication (RSS)
• Podcasts –iTunes, Audible, AudioAcrobat• Blogs – Blogger, WordPress, Type Pad• Social Networks – LinkedIn, FaceBook, YouTube
SOCIAL MEDIA CONCERNS
What are they?If you haven't moved yet, what's keeping you
away?
THREATS TO YOUR RELEVANCE
The ChamberThat WOULDN’T
STATUS UPDATES
What’s your status?
SOCIAL NETWORKING CONCERNS
Should we be friends?
What do you do with friend requests?
TOP SOCIAL NETWORKS
• LinkedIn – BUSINESS POWER LUNCH• Facebook – FAMILY DINING• Twitter – FAST FOOD
LINKEDIN – FOR PROFESSIONALS
• Started as online resume service• Groups allow causes and associations to
gather followers• “Answers” allow users to participate in
a professional referral community• Ancillary applications are limited – no
fluff!• Professional visibility without
“exposure”
LINKEDIN TIPS
• Be easy to find through keywords• Answer questions• Ask for recommendations• Recommend others • Update your status• Search for past and new connections• Discover new out-sourcing partners
FACEBOOK – THE NEW LEADER
• Started as invitation-only network for college students
• Second only to Google in traffic• Gives users complete control over
privacy• Integrates many different technologies
into one space: videos, photos, links, games and more
FACEBOOK TIPS
• Turn OFF the features you're not comfortable with: Fan postings, links, photos, videos, etc.
• Keep it more professional than personal• Add the RSS feed from your blog• Tell your story (use keywords)• Create a fan-base – you've got them!
• Something between blogging and text or instant messaging
• 140 characters or less – Think headlines!
• Commonly called micro-blogging• Twitterfeed lets you relay other RSS into
your Twitter account• TwitterLocal follows geographic Twits• Search and filter with TweetDeck
HOW AND WHY DOES THIS WORK?
Flip The Traditional Marketing Funnel On Its Side
Why Does This Work?
• Google loves social networks• Google also loves Chamber sites• Social networks want your posts• Chambers have members who have
posts• Your members can “tag along” and get
found on search engines by participating with you
HOW Does This Work?
• Start with a Blog
HOW Does This Work?
• Start with a Blog• Now add a LinkedIn Group and feed
your blog into the NEWS tab
HOW Does This Work?
• Start with a Blog or Ning Network• Now add a LinkedIn Group and feed
your blog into the NEWS tab• Now create a Facebook Fan Page and
put your Blog or Ning feed in the Notes tab
HOW Does This Work?
• Start with a Blog or Ning Network• Now add a LinkedIn Group and feed
your blog into the NEWS tab• Now create a Facebook Fan Page and
put your Blog or Ning feed in the Notes tab
• Create a YouTube channel so you can embed videos in your blog and web site
HOW Does This Work?
• Start with a Blog or Ning Network• Now add a LinkedIn Group and feed
your blog into the NEWS tab• Now create a Facebook Fan Page and
put your Blog or Ning feed in the Notes tab
• Create a YouTube channel so you can embed videos in your blog and web site
• Send your RSS to TwitterFeed
BLOGS & PRESS RELEASES
Flip The Traditional Marketing Funnel On Its Side
Writing News Releases
Effective Headlines The First Paragraph The Middle Paragraphs —End— Boilerplate
Writing Effective Headlines Use the active voice: Logical
sentence structure, active voice and strong present-tense verbs
A “capital” idea: The first word in the headline should be capitalized as should all proper nouns. Most headline words appear in lower-case letters. Do not capitalize every word
The First Paragraph
Must contain the FIVE W’s: Who, what, where, when, why
Must contain NEWS
Make it interesting
The Middle Paragraphs
Should be in order of importance
Can include statistics and/or quotes
Should answer the question of “How” the first paragraph came to be
Should serve as the basis of future posts
Boilerplate
In 5 sentences or less, Who are you?
Contains complete contact information
Should be consistent; inconsistent = unprofessional
Video Tips
Videos should be relevant to your business or customer base
Upload videos to your YouTube profile
Embed your YouTube videos to your web site, blog, Ning site, etc.
Status Update Tips
Keep it business focused more than personal
Use them to remind people of something you’ve already posted, without duplicating posts, or reposting
And Don’t Forget…
Photos Customizing Your Profile Groups Discussion Forum Connections Tagging Applications
PUT IT ALL TOGETHERFlip The Traditional Marketing Funnel On Its Side
TAKE ACTION NOW
• Survey your members!• Start a Blog• Link your blog to your site• Create a profile and Group on LinkedIn• Feed your Blog into the News feature on
your LinkedIn Group• Feed your Blog into your Twitter account
and Facebook Fan Page with TwitterFeed• Use Ping.fm to post on multiple sites