vistage presentation | may 10, 2012
TRANSCRIPT
The “How To” Social Media OverviewTips | Tricks | Platforms | Tactics
Digital Space Consulting April 2012
“Nobody ever got a client sitting at home waiting for the phone to ring.” - Me
The lines aren’t airplanes - they represent the real time, constant flow of data across the world
Digital Space ConsultingCreate. Connect. Engage.
B2B – Social Media 201.5Creating Your Digital
Footprint…
Wait…About Me
• Integrated marketing firm with over 10 years of direct advertising agency experience
• Extensive expertise in core marketing – including:– Local search marketing – Pay Per Click (Google AdWords) – Search Engine Optimization– Insights and Web Analytics (Google Analytics) – Marketing Strategy – Brand Positioning– Targeting/Segmentation
• Plus – I’m a dad, husband, and sports junkie • I sat in your spot and used tools like these to build my business….• And, If I wasn’t doing this - I’d love to be a PGA tour player, or storm chaser
Agenda
• A little background
• What’s this social media thing and why should I care – I’m not 22
• What tools, platforms, and services should I care about
• What is my short and long term strategy
• How do I create the “social media me” and build my brand authority
• What are the five things I can do today to impact my digital footprint, engage with my customers, and manage my time
• But first – Two little videos to help set the mood…..• Social media revolution• Man in the chair
Nice video – but seriously, is it really like that?
• 695,000 Facebook status updates
• 1,500 blog posts
• 100+ new LinkedIn accounts
• 694,455 Google searches
• 98,000 Tweets
• 13,000 iPhone apps downloaded
The New Reality….
I was suppose to write something witty here…
But the reality is this
Your company, product, service, brand, reputation, etc. is now a search result…
If companies don’t know you’re out there, you never get the OPPORTUNITY to be
considered
The Customer Is In CONTROL
The “How To” Social Media for Business
Hello World……
The Big 5 of Social Media
3 easy ways you can leverage social media
• Market intelligence• Understand your customer and competitor• Track keyword mentions for your
products/services
• Identify opportunities • Listen for keywords • Find influencers • Find prospects who are trying to find you
• Build thought leadership • Become an expert in your niche• Grow your tribe / create authority
LinkedIn is a great place to learn what businesses are talking about; Twitter is a great place to learn what businesses are bitching about. – Paul Gilllin
Market intelligence• Overview
• The biggest opportunity – develop a holistic picture of your competitive environment• Best practice – set up a social media dashboard• The information you get back is only as good as the keywords you search
• What you can track • Blogs• Twitter mentions (keyword, or #hashtag)• Regulatory filings• Facebook, LinkedIn, and vertical social networks (Yelp, Trip Advisor)• Discussion forums (LinkedIn Q&A, Quora, Meetup)
Tactic Platform(s)Track keyword mentions for your products/services Google Alerts / TwitterTrack keyword mentions for your competitors Google Alerts / Twitter Listen when customers/prospects talk about your product/service Twitter / Socialmention.com
Listen for opportunities to help solve a problem Twitter / LinkedIn
(Q&A/Groups)
Identify opportunity • Overview
• Scope out opportunities for expanding existing business, or finding new markets • Listen to what your customers, vendors, and partners are talking about
• A couple of ideas to help get you started:
Tactic Platform(s)Track hashtags for conferences, topics, brands, etc. Twitter (Hootsuite monitoring )Track keywords/phrases across the web for specific mentions Twitter (Hootsuite monitoring)
SocialMention.com / LinkedIn Google Alerts
Follow people/companies on Twitter based on their profile description, location, or what they tweet about
TweetAdder.com (Paid tool) Listorious.com (Lists hundreds of CEO/COO/CFO’s on Twitter)
Track mentions for, “does anyone know?” or “can anyone recommend?”
Twitter (Hootsuite monitoring)
Build thought leadership through bloggingOverview• Create visibility and credibility as an authority • Choose a topic in which you have an interest / issues that interest
others • Don’t be frustrated by the number of blogs already present• Quickly gain ground by simply maintaining an active positing schedule• Your goal is to educate and inform
Tactic Platform(s)Create alerts when content about your topic is pushed to the web Google Alerts Create content filters that automatically sends you top content based on your niche, industry, topic
Google Reader
Learn which content your network values/shares Alltop / Digg / Google Insights / Twitter / SocialMention.com
Have content written for you based on your keyword(s), niche Textbroker.com / ReliableWriters.com
Create platform to push content directly to your social network Wordpress / Posterous / Ping.fmSource content from authoritative sites and send directly to your network automatically (RSS feeds)
TwitterFeed.com
If companies don’t know you’re out there, you never get the opportunity to be considered….
And here is how I make it work
A few other ideas…. MongooseMetrics.com
• Find out which advertising platforms are driving the most revenue with call tracking
Surveymonkey.com• Let your customers tell you how your doing, what they want, or what
they think with a simple survey
Tungle.me• Let clients/prospects quickly set-up meetings with you based on open
times from your calendar
Dropbox.com• Store on the cloud and make your data accessible from your desktop,
laptop, tablet, or smart phone (individual, team, enterprise options available)
Crazyegg.com• Track user intent and behavior of your website
So How Do I Build My Brand……
All you need… is a PLATFORM
What do I need to do first? Create profiles – engage• Become a student of each platform• Engage and start conversations – offer help and answer
questions• Make sure that your profile is updated• Share useful content such as articles, etc. that your target
market would value• Write your profiles for who you are, what you’re about, and
how you help • Include keywords that are relevant to your type of business• Optimize your profiles to let customers, partners, vendors, and
maybe some ex’s find you
Go ahead, ask the question - What’s the ROI of social media???
Social Media Architecture Ines Hegedus-Garcia: Miamism.com Blogger (Realtor)
And sometimes it looks something like this
Bottom Line: Make a Home – Claim Your Social Space – Start Engaging
Be findable – What happens when someone Google’s your name? Offer help and answer questions Share useful content (Articles, Blogs) Become a student of each platform
Start Writing – Drive Google
• Demonstrate expertise and commitment to your industry, profession, and community
• Develop your personal voice• Searchable forever within Google• Multiple touch points: RSS, email, on your website• Content is king!!!!
• Top places to contribute • LinkedIn Questions & Answers• LinkedIn Groups• Yahoo Answers• Comment on blogs:
• Directories: alltop.com, Technoarti.com• Facebook postings
Start Listening – Drive Engagement
People are using the Internet to talk about your brand and your products – are you listening? Listening is easier then you think, and you don’t have to buy an expensive monitoring tool to do it, either.
Want to know what people are saying about you on Twitter? Facebook? Blogs? Forums? No problem.
LinkedIn Signal – one of the most powerful sources to find shareable content.
Have A Game Plan
• Create profiles (Facebook, Twitter, LinkedIn)• Establish a simple one page website (About.me)
• Post your philosophy, passion, experience• Create a blog (WordPress, Blogger, Posterous)• Tip: Make sure they’re all in your name, or contain your name
The key is to make yourself visible on the Internet – through your website, by blogging, and via value based use of social media.
Platform Tools Description Sunday Monday Tuesday Wednesday Thursday Friday SaturdayLinkedIn LinkedIn.com Anwers, company follow, Twitter Search Search.twitter, wefollow, twellow.com,
twitterfall.com. listorious.comKW search
Twitter Posting HootSuite Idea, questions, articles, Facebook Posting HootSuite Build community
• Questions you should always be asking yourself• Who are you writing for?• What is the purpose?• What is the call to action?• What are you measuring?
• What you will be able to do• Schedule tweets/Facebook/LinkedIn posts automatically• Manage multiple social profiles• http://hootsuite.com/help
That was a lot….Can we organize the chaos ?
Two Last Things + My Warning
Create Profiles- About.me- LinkedIn- Facebook- Twitter
1
2 Find Out What People Are Searching For- Find your top 3-5 terms - People search (LinkedIn)- Google Insights
3 Optimize profiles- Add keywords to headlines, titles,
descriptions, summary, skills, links to websites, bios, etc.
4 Find Stuff To Say / Organize Content- Google Alerts- Google Reader- LinkedIn News/Signal- Twitter List/ Listorious - SocialMention.com
5 Say Something - Hootsuite
- LinkedIn- Twitter- Facebook 6
Measure- # Followers- # Connections- # LinkedIn Views- # LinkedIn Searches
Google Reader
Google Alerts
Social Mention
Business Intelligence Dashboard(HootSuite)
Site A
Site B
Site C
Search Query
Search Query
Signal
News
Groups
News
Events
Blog/Comment
Listorious
Hashtags
Twitter Lists
Connections
Groups
Followers
Hashtags
Connections
Fan Pages
Groups
Created by Digital Space Consulting
Social Media Must Be A Part of Your Marketing Strategy
• Gain visibility • Unlimited access to professionals , organizations,
prospects, and customers in your target market
• Provide transparency• Being open and honest allows you to connect with
others on common ground
• Helps you “give to get”• Ask for help only after offering help to others the
majority of time
• Allow “nobodies” to become somebodies• Create and cultivate your personal brand
My Warning
• It’s your brand - Own it• Once you engage – you have to stay engaged• Build community and fans will expect you to be
available• Expect raving fans who will want to get involved• You don’t have to do everything – do something• Perfection is the enemy of good
My ResourcesProfessional Content/Design
• oDesk.com• eLance.com• 99designs.com • CrowdSpring.com• Textbroker.com• ReliableWriters.com
Google Tools• Google Reader• Google AdWords• Google Analytics • Google Insights• Google Trends
Market Intelligence• Alltop.com• Digg.com• Google Alerts/Reader
Top Tools • Hootsuite.com• Tungle.me• SurveyMonkey.com• Dropbox.com• Google Alerts• Google Reader
Blogging• Posterous.com• Wordpress.org
Email Services• MailChimp.com
Twitter Tools• Search.Twitter.com• TweetAdder.com• Twitterfeed.com• Listorius.com
Automation Tools• Hootsuite.com• SocialMention.com• Ping.fm• Google Alerts• Google Reader• SocialMention.com
Who I Read • Chris Brogan• Rand Fishkin • Jason Falls• Aaron Strout• Brian Clark • Brian Solis
Top Resources• Socialmediaexplorer.com• Mashable.com• Copyblogger.com• WP101.com
Personal Branding Workshop
Social Profile
Build Your
Authority
Build Your
Brand
LinkedIn optimization
X X X
Keyword research X X XBuild content stream
X X X
Hootsuite integration
X X
Social profile X XContent automation X XTwitter integration (200-500 followers)
X
Twitter monitoring XPersonal branding – (Adwords - $100 credit)
X
Time 1 hour 3 hour 5 hoursCost $100.0
0$250.00 $500.00
What others are saying…“James is a true expert in the field of digital marketing and creating your brand.” – M. Schor, Director
“James has been a wonderful resource for my agency. He managed to increase our digital presence by optimizing our website, Twitter, LinkedIn, and Facebook.” – D. Glacy, Owner
“James provided exceptional service in creating a social media footprint for me in my job search.” – C. Newsome, Engineer
Questions – Let’s Connect
Digitalspaceconsulting.com
Facebook.com/DigitalSpace
Twitter.com/eDigitalSpace
214.263.8522
Slideshare.net/jloomstein
James Loomstein, MBA
Digital Space Consulting@eDigitalSpace
Thank You