jci social-media
Post on 21-Oct-2014
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Ian Brodie - JCI Manchester - 15 September 2010
Getting Business From Social Media
Agenda
Key Principles for Getting Clients
Different Types of Social Media
Types of Social Media
Social Media are media which allow and encourage user interaction and user
generated content
...and for users to comment, share and interact with each others content
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“…infinite monkeys now inpu1ng away on the Internet…” Andrew Keen, The Cult of the Amateur
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Six Types of Social Media: Blogs
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Some Blogs Are Actually Quite Good!
The original social media “Power to the people” websites
Allow comments and discussions, polls, forums, video, podcasts
Still the most effective way for most businesses and individuals to win business via the web
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Six Types of Social Media: Social Bookmarking
Highlighting interesting websites and content to others
Can drive viral traffic to a website - if topic is in right field and is “promoted”
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Six Types of Social Media: Media Sharing
Makes it easier for your content to be found
Videos can go viral (but rarely commercial ones)
Thought leadership in document sharing sites sometimes easier to find via search engines
Links back to home site for SEO
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Six Types of Social Media: Wikis
Authoritative sources of information
If you can pull it off - can establish the originator as an authority in their field
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Six Types of Social Media: Embedded Social Media
Social media used to enhance traditional sites
Votes, reviews, polls, comments, etc.
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500m users
130m users
75m users
75m users
Others:
Bebo – 117m users ??Orkut – 100m users
AdultFriendFinder – 20m users
Ning – 300,000 active sites
Source, Wikipedia September 2010
Six Types of Social Media: Social Networking
Key Principles for Getting Clients with Social Networking
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Social Networking can be used in two distinct phases of business development
Meeting new people(Lead generation)
Building relationships(Lead nurturing)
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=Network Size
• Number of contacts
x
Conversion• “Quality” and relevance of contacts• Depth of relationship
The Principles of Networking for Business
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Online Social Networks can Overcome some of the Restrictions of Face-to-Face Networks
Online Networks:
Make connections visible
Allow you to find people you couldn’t otherwise find
Allow you to connect with people you couldn’t otherwise connect with
Allow you to manage bigger networks
Sometimes deepen relationships
Can you get business value from Twitter?My Twitter Experiment
• Joined Twitter in mid 2008 on urging of contacts
• Nothing happened...
• In 2009, decided to experiment with what it would be like to have lots of followers...
• Figured out how to do it...
• Now have 78,000+ followers...
• And have identified two very different strategies for getting clients via Twitter
Two very different strategies
Traffic Model Relationship Model
Two very different strategies
Traffic Model Relationship Model
Twitter is a Tool
There’s no “one best way” of using it.
The Traffic Model Logic:
Get lots of targeted followers
Tweet useful, interesting, valuable stuff
Mix in links to articles/blog posts on your site
Capture clicks onto email list
Build relationship with email list
Requires
Automated following
Automated backend to “monetize list”
The Relationship Model Logic:
Laser target small number of potential clients/referrers
Build “watercooler” relationship - combine value-added informational tweets with relationship building chat
Convert Twitter relationship to real world relationship (e.g. offer to have coffee)
Requires
Relationship building (smalltalk) skills
Time and effort
Which model to choose?
The blindingly obvious: both models require a reasonable number of your target clients/referrers to use Twitter.
The models are largely incompatible - almost impossible to build deep relationships with 78,000 followers.
Traffic model is less work - if you have a backend already set up. Relationship model quicker and easier to
implement for most professionals.
Linkedin Fundamentals:Building a Powerful Profile
Clients?
Referrers?
Your next employer?
Your soul-mate?
No one in particular?
Who are you writing your profile for?
Linkedin Fundamentals:Building a Powerful Profile
Your profile summary should be more like your introduction at a networking event than your CV:
Which clients do you serve?
How do you help them?
What problems do you solve?
What results do they achieve?
Your backstory - what makes you credible/different?
It should also get across the essence of your personality - what you would be like to work with.
Linkedin Fundamentals:Connection Strategies
Linkedin is powered by connections
Number of connections
Value obtained from Linkedin
100+ significantly increased search
visibility
300+ “complete” visibility + high
value suggestions
500+ highly attractive to connect to
Linkedin Fundamentals:Connection StrategiesTwo contrasting approaches
Open Networkers
“Fred 6000+ LION Smith”
Actively build as many connections as possible
Selective Connector
Connect only to those they already know or are
referred toHappy Medium?
“Hands out business cards to everyone”
“Only talks to his friends”
Linkedin Fundamentals:Compelling Headlines
Linkedin Fundamentals:Status Updates to subtly keep in touch
That’s all we have time for...
If you’d like a copy of the slides, and some more pointers on using social media for business: drop me your business card
And if you’d like to ask any more questions I’ll be hanging around for a while...