Social Networking: Building Your Personal Brand

Speaker: Tom Jackson, Sale Fish Marketing

Traditional Marketing

SisyphusGreek God of Marketing

TV Ads eMail Blasts

Direct Mail

Telemarketing Tradeshows

Why Social Media

TV AdseMail Blasts

Direct Mail

Telemarketing Tradeshows

Why Social Media

Google’s #1 Fear…FacebookGoogle ”only .004% on content is indexed”

Search Engine Optimization

What to do?

SEO Optimization

You can crack the code

Manipulate the system

You can pay someone

You can do the math

Secret of SEO

Secret of SEO Branding

Enter Social Media

What People Think of Social Media

Punching Through the Noise

To get ‘heard’ think Baseball game

What is my Personal Brand

What is my Personal BrandTake that stack of your old business cards and group into piles.The piles represent similar type of job functions

Sales Management Procurement

Filtering my Personal Brand100,000 feetUnderwater

Project team player, On time delivery, Goals oriented manager

Seasoned Regional Account Director, Making money for my Company

Over 30 years, results oriented Procurement leader

Detailed, embedded code architect for advanced state of the art ASIC

Project Manager

Sales

Supply Chain

Engineer

LinkedIn TipsOn the main LinkedIn search page, type in your title (ie Procurement)

Make sure your job title is current and relevant

Social Marketing Personal Brand

Do this for ALL past jobs. What you were called back ‘then’ is not what they are searching for ‘today’.

LinkedIn TipsTry a different title of descriptor (ie Supply Chain)

Social Marketing Brand

Now What

Facebook: >400 Million users- 50% of users log in daily- Average user has 100+ friends- People spend 500 Billion min/month on Facebook- 35 years and older is fastest growing demographic

Twitter: >100 Million users- Adding 300K users per day- >75% of Twitter traffic comes from external sites- >600 Million search request per day

LinkedIn: >75 Million users- 60% High Income users, $100K +- Incomes of $200K to $300K are 7X more likely to have over 150 connections- Traffic Up 323% in one year

Blogs: >200 Million blogs-120,000 new blogs added a day

Social Media by the Numbers

Social Media Differences

Getting Found is Getting Followed

To be ‘Followed’ you must ‘Lead’

Define your ‘Beacon’- Simple relevant and consistent message- Simple single search term (SST)- Simple theme: Educate, Entertain, Engage

Social Media is a “numbers game”

Metcalfe’s Law

20 People190 Connections

500 People124,730 Connections

The Pull of Social Media

Today’s marketing has to be- Focused- Fun- Factual

Today’s marketing is NOT interruption basedToday’s marketing is ‘Permission’ based

Today’s marketing must educate – ‘Trusted Advisor’

Social Media Is Your Online Pulse

Your Brand and Message on Social Media Sites Sets the Tempo

=Your Brand Message

Again…Why Social Media?

Your web page is not dead – it is sick. It lacks relevancy in today's electronic media.

How many times a day do you update your website?

What did Prince say..

“the Web is dead”

Social Media Gets the Word Out

How often do you update your web page?

Social Marketing

Social Media can revive your ailing website by attractingmore people than traditional search engines can.This attraction can then be turned to organic web traffic.

Social Marketing is all about TRUST

InformEntertainInteractConvertInformEntertainInteractConvertInformEntertainInteractConvert

InformEntertainInteractFootball scoreInformEntertainInteractGreat movieInformEntertainHeard this jokeConvert

Social Media – Lets get re-started

Separate Business and Pleasure

Linked should always be professional

Facebook (personal) now has Fan Pages (business)

Twitter allows Multi ‘usernames’ (personal / business)

How Much Time Does it Take?

Digital Footprint

www.yoursite.com

Spread the word to all your sites.

Drive your Consistent and Relevant - Brand and Message to all your sites

Cross link ALL your sites to one another.

Digital Footprint

Help Google find you.- Search Engine Optimization is all about traffic- Traffic is all about getting found- Getting found is all about Brand and Message

5 Social Media Traps‘Freememium’

1. Set up ALL social media links that contain the company logo and / or promote the company under a company officer's email address and password.

- The person who sets it up under their g-mail account now owns the site – even when they are gone.

2. Define a Social Media policy with HR3. Social media is real time and transparent. There is no taking

something back. “Once on the Web – always on the Web”- Ensure that policies are in place on who can comment on what; CFO, Officers of the Company, Legal Representatives

4. You will attract some ‘bad press’ – deserving or not.- Address it through postings and move on. Depending on the nature of the issue, reach out to the individual privately

5. Once you start do not stop- Social media is a living component of your business and must be updated regularly. Last updated April 4th 1998 does not send the message you want.

Social Media Genealogy

Social Media Sites tend to fall into three categories:

1) Communicate- Twitter- Blogs

2) Agregate- LI- Facebook

3) Organize/Search- Stumble- YouTube- News Feed

Social Media SitesSite Structure Target Focus Search Reach Apps RSS Stats*

BusinessProfessionals(Relationships)

All registered users, limited indexing

2nd thru 3rd

degree,Groups (key to contacting people)

Limited 3rd party apps-SlideShare, Box.net, Blogs, 3-URLs+1-Twitter

Limited

Individuals, Business emerging,Groups, sub-Groups

Individuals(Friends)

All registered users,Fan Pages indexed

Followers,Groups

Integrated3rd party apps, (Twitter, blogs, links), Paid adsMedia Rich!

FBML *, Fan Pages

Individuals (Profiles), Business (Page) and Groups

Individuals(Micro-blog / Followers)

All registered users.ConversationsContent

Followers, Favorites –via DMs and RTs

1000’s of3rd party apps(API)

50+Twitterapps

Individuals

IndividualsBy Categories, Tags, indexed

Followers / readers

Varies by blog,Wordpress.org supports few

Built in limited stats *

Individuals

No

Y

Y

Y

* Can integrate Google Analytics

• A Social Marketing Strategy must include all four elements• No one social media site is a silver bullet• All social media sites provide some level of ‘relationships’• Other “social media sites provide utility; media (YouTube), photos (Flickr), social bookmarking (Reddit), geo-following (FourSquare)

• More and more social media sites link to one another – synergy

Social Networking:Building Your Personal Brand

By Tom JacksonSale Fish Marketing972.740.7367thomasjackson@thomasjackson.infowww.linkedin.com/in/thomasjacksonjr

(7-2010)