build your pipeline in web 2.0
DESCRIPTION
This presentation shares information on how to leverage the power of social media to drive engagement and build revenue pipeline.TRANSCRIPT
Social MediaBuild Your Pipeline in Web 2.0 for Optimal Results
M & M’s
M & M’s
What is Social Media?
What is Social Media?
Social Media are primarily internet based tools for sharing and discussing information among human beings.
The term most often refers to activities that integrate technology, social interactions, and the construction of words, pictures, video and audio. …
Wikipedia
Social Networking is a large part of Social Media and includes Facebook, Twitter, My Space and LinkedIn
@ A Glance
• 2010- Gen Y outnumbers boomers96% have joined social networks
• 80% of companies use LinkedIn as primary tool to find employees
• Email is fading: In 2009 Boston College stopped distributing email address to incoming freshmen
• 200,000,000 blogs: 54% of whom post content daily
• Word of mouth is now almost instant and global
• 78% of consumers trust peer recommendations; only 14% trust ads Source: Greenfield Belser , Presentation 10/22/09
Scott Klososky, Praxity Presentation 10/21/2009
Why should we care about Social Media?
Because 3 out of 4 Americans use Social TechnologyForrester, The Growth of Social Technology
1958: TV dominate form of home entertainmentSource: Wikipedia
Over 50% of Americans consider their computer an equal option to watching TV
Source: “Understanding the Economics of Digital” - AAAA
The Rules Are Changing
Daily Readership:
Top 50 Newspapers – 21 million readers
Yahoo! News: 37 million unique users
Radical Change: What it Means
• Radically transparent• Authentic• Real-time information• New skills for communication• Employee contribution• Client influence
Predicting the Future
2014 Social Media
490% Increase$11m to $54m
Source: Forrester Research
Social Media Explosion
Medium Stat Description
Google 1,000,000,000,000+ Unique URLs in index
Wikipedia 3,140,000+ Articles in English
You Tube 20 hours 20 hours uploaded every minute
Twitter 16,000,000,000+12,100,000+
TweetsNumber of Users
Facebook 400,000,000+200,000,000+
Number of active usersNumber of user log-ins daily
Flickr 4 billion+ Photos shared (increase of 1 billion in past 5.5 months)
Source: All stat’s came from the application’s’ websites
Experience with SM Marketing
Source: Web pro newshttp://www.webpronews.com/topnews/2010/04/19/how-business-questions-about-social-media-have-changed-in-a-year
32%
The Business Case
• Reduce overall marketing expenses• Rise in search engine rankings• Increase traffic/subscriber/opt-in list• Generate qualified leads• New business opportunities
Who is using LinkedIn?60 million members
200 countries
170 Industries
Execs from ALL fortune 500 companies
Average Age: 41
Household Income: $109,703
Male: 64%
College Grad/Post Grad: 80.1%
Business Decision Maker: 49%
A new member is added every secondSource: Linked In
Why Engage?
• Manage the information about you as a professional • Find and be introduced to potential clients, service
providers and subject experts who come recommended
• Create and collaborate on projects, gather data, share files and solve problems
• Be found for business opportunities and find prospects
• Gain new insights from discussions with likeminded professionals in private group settings
• Discover inside connections that can help you build business
The Conversation Begins: Step One
Step One: Broadcast
The Conversation Grows: Step Two
Step One: Broadcast Step Two: Interaction
The Conversation Multiplies: Step Three
Step One: Broadcast Step Two: Interaction
Step Three: Social Networking
Getting Started: Your Profile
Your profile should tell your story:– Be engaging– What is your area of expertise?– What industries are your clients and prospects
involved in? – What unique information can you offer others?– Also includes career history, hobbies, a
professional photo, recommendations
Building Your Network
• Contacts– Why do we build a network– Open vs. Closed Network– Inviting people to your network
• Invite people you know• Invite people you meet• Invite people that you want to keep your name
in front of– Accepting others invitations– Keeping in touch with your contacts
Search Capabilities Available Fields for Search
PeopleCompaniesSee if you are connectedSee how you are connectedGood for:
Researching prospectsResearching opportunities
NameTitleGeographyKeywordsIndustryGroupsSchool
Connecting with Targets
Getting Introduced
• Do you have a 1-3 degree connection?
- Yes, ask for an introduction
- No, you can send an In message• What if you know, but you don’t know
their address?
How To Use Groups
• Look for groups that your clients would consider joining
• Look for groups that referral sources to your clients would join
• Look for groups that provide professional development opportunities
• Consider starting a group
• Ask questions that would attract prospects
• Answer questions• Post news/links• Take surveys and give
results• Learn from others
Finding Groups Using Groups
LinkedIn- Initiative
• On-Demand Webinar with Video• NEO • LinkedIn Toolbar
LinkedIn Toolbar
Success
“Not long after I completed my LinkedIn profile, I was contacted by someone I had hired more than a decade ago while working for another firm. I lost contact with him years before and, as it turns out, he is now Director of Tax for an international online clothing retailer. Call it perfect timing, dumb luck, or the power of Web 2.0, but his company was looking for an organization to handle an earnings and profit study, and to get it completed during March and April of 2010. I flew to their office in Indiana and returned with a commitment for more than $100K worth of new business.
The best news is this initial opportunity is just the first of many projects we’re working on for this company – and it probably wouldn’t have happened were it not for the original connection on LinkedIn.”
- Dixon Hughes Managing Member
• Editorial Calendar• One Voice/Many Voices• Exclusive Offers• One Time Events• Re-tweets• Mix business content with fun content• Post links to website/thought leadership content• Share Association news and events
Who to follow on Twitter
• Like Minded Businesses• Reporters/Media Outlets• Clients• Trade Associations• Community Influencers
Blogging
• Link blog updates with Twitter, Facebook and LinkedIn
• Post blog on LinkedIn• Use blog to promote thought leadership• Create a video blog • Use blog content in email campaigns• wordpress.com or blogspot.com
Websites to help you
Site Description
bit.ly URL shortener
cotweet.com Manage more than one account
twittertimes.es Makes newsletter out of tweets
search.twitter.com Advanced Twitter search
www.dynamictweets.com Allows you to schedule tweets
Google alerts Monitor mentions on web
Twitter RSS feeds Monitor mentions on Twitter
www.mashable.com Great resource for trends
www.socialmediaexaminer.com Great thought leadership info
Measurement
• It’s not easy to quantitatively measure• There is no exact science to this- especially b to b• Find trends and tracking them back to their point of
origin• Number of followers - not necessarily a good
measurement• Twitter mentions- not necessarily a good
measurement
Connecting the Dots- Thought Leadership
• Create media release announcing • Post on website• Share via email campaign• Summarize via a blog• Intro to relevant discussion forums• Intro report via Twitter, FB, LinkedIn• Refer to report on your SM apps• Start a new group on Linked In• Create 2-min intro video on subject- Post on SM outlets• Develop Webinar• Develop Adwords/Display media campaign• Send print pieces- announcements, paper, etc
Final Thoughts• Treat your interactions as you would if you were meeting
with someone in person.• Be genuine.• Give it time and attention.• Don’t be passive. Be active.
• Don’t forget to establish a SM policy.• Set Your Goals. Measure. Evaluate.
There’s only one way to get started- Dive In!
