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Presentation given at the ACR SE Michigan Meeting in May 2011.
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Using Social Media Creatively:Tools for Networking, Outreach, & Marketing
Jim LeijaManager of New Media & Online Initiatives, UMS Ann Arborjpleija@gmail.comTwitter: @jimleijaLinkedIn: www.jimleija.com
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Today
• Explore Social Media/Networking/Web 2.0 and reasons you might want participate
• Learn about some key tools, including: Facebook, LinkedIn, Twitter, Blogs, Yelp, and other online listings
• Strategize on how to use these tools effectively
• Discuss two kinds of online advertising: Google Display Ads & Facebook Advertising
• Take time for Q&A
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Introductions
• Who are you?
• Do you represent an organization/business? What role do you play in using social media for your organization/business?
• What brought you to this session today?
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What are your online habits?
• Do you have a professional website/business website?
• Do you have a personal Facebook page?
• Do you have a Facebook page for your business/professional use?
• Raise your hand if you’ve been on Facebook this month, this week, today.
• Do you have a LinkedIn page?
• Do you have a twitter account?
• Do you advertise online?
• I am a social media expert / I just don’t get social media, but I know I need to learn / I enjoy using social media personally, but want to use it for business
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WHAT IS
Social Media & Web 2.0?
Social media and Web 2.0
encompass those technologies
that facilitate interactive
information sharing, user
generated content and
collaboration, and are frequently
hosted on third party platforms
(ie, Facebook, Twitter, LinkedIn).
Or, it’s a fancy word for the conversations taking place
24/7 online
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“Yellowpages” Style Websites Aren’t Enough
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Expectation is for Interactivity, Conversation, and Social Sharing
“Add This” Feature on Many Pages
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Why social media marketing?
The “new” word-of-mouth
◦People send business to providers they trust and/or know through reputation; web marketing is no different
Far lower cost to potentially reach many people
◦Small organizations/solo providers can develop significant presence on web without much investment
You’re joining people where they are already gathering.
(Hubspot Marketing)
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Why So Many Options?
• The key to success in Web 2.0 world is getting your name out there in your field of expertise
• SEO (Search Engine Optimization)
• Page ranks in your niche (how far up you appear in Google)
Search: Jim Leija “social media”
• Use same content over and over in different locations to boost visibility
Tweak for use in various contexts
Google Search: Jim Leija Social Media
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Golden Rule of Social Media
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Beth Kanter says:Crawl – Walk – Run – Fly
(www.bethkanter.org)
Pick and choose what’s right for you – you don’t have to read, write, and participate in EVERYTHING.
Get in the habit of listening…
• Set up a Google Alert for your name and your org/firm
• www.google.com/alerts
• Monitor blogs and sites that discuss subjects in which you are interested
• Example of My Alerts (1x per week – great way to get content for your Social Media Outposts)
Keywords:UMSUniversity Musical SocietySocial Media and Arts and CultureArts Management and Innovation
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Getting Your Listings In Order
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http://informationarchitects.jp/webtrends2007/
Where are my potential clients looking?
• Facebook• Personal Profile
• Page or Place for your Business or Org
• Google Places
• Yelp!• Claim your business
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675+ million users (5/2011)
155+ million users in the USA (a little less than ½ of US population)
40% of users age 35+
Trends point to Facebook being used as search engine (SF Chronicle, 2/15/10)
Facebook Rules the World!
Allows you to become a part of the daily flow of communication for your stakeholders or clients (depending on your goal)
Quick and casual updates keep your mission and activities alive in the minds of your public
Listings as a “Place” or “Page” create a presence for your business or organization within Facebook
You can create a “wall” between your personal profile and your business or org
Facebook Rules the World!
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Facebook Lingo Profile – A collection of information on Facebook about a
person. Visible to other Facebook users only when they are logged in.
Page – A collection of information on Facebook about an organization, business, or celebrity. Visible to anyone.
Place – A business address that can be linked to your business Page. Allows people to “check-in” when they are at your business
Friend – A person that is linked to your personal profile.
“Like” – A person that is linked to your page (formerly “fan”)
Cadman Communications Corp.
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Lingo, cont.
Tab – A collection of information within your page that has a specialized function. Photos, events, discussions, etc.
Wall - A tab of your page where you can post updates and people can write messages.
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What can you do with your page?
Post updates (write on the Wall)
List Your Business Details (hours, phone number, website, etc)
Post links, photos, videos, blog posts, articles
List events
Solicit feedback from clients and peers
Facebook Pages
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Facebook Pages
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http://www.facebook.com/pages/create.php
Facebook Places
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Facebook Places
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Google Places
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Google Places
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www.google.com/places
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Yelp
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Yelp: Claim Your Business
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Yelp: Claim Your Business
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Creating Professional Profiles
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http://informationarchitects.jp/webtrends2007/
Professional Profiles
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• Industry Listings
• Mediate.com
• Avvo
• Lawyers.com
• Justia
Basics first…
• First impression counts
• Summary: write from the mindset of the prospective employer or client
• Photo – who is behind the profile?
• Feature expertise – YOUR expertise
• People do business with people they like, know and trust
• Frequency of use establishes a commitment
LinkedIn Provides…
• Place to easily find others in your field
• Central place to put info about yourself
• Business information
• Resume
• Place to find collaborators for projects
• A number of professional groups that share information and start conversations about your field
• Automated newsfeed so you can see what your connections are up to professionally
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Industry Listings
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http://informationarchitects.jp/webtrends2007/
Advanced Social MediaBloggingTwitter
Blogs
Great opportunity to establish a presence on the web within your area of expertise, your niche
Distinct from advertising, comes across as authentic
Biggest challenge with blog is the time it takes to write (1-4 hours per post?)
Blogs
• Bloggers
• Publish on a consistent and ongoing basis
• They contribute knowledge or perspectives in a particular field of interest
• They’re able to build an audience
• They comment on issues, events, and more on other blogs or outlets
• They network their thoughts and others together
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Become a Blogger
www.wordpress.com
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• “Microblog”• All entries in 140 characters or less
• Requires more frequent updating, continuous stream• Once a day at a minimum
• Connnect with experts in your field, news sources (Time, CNN, NY Times), share/get expert information
• Used heavily as a peer-to-peer, business-to-business network
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Promote others and share your knowledge
• Sources of information
• Lextweet http://www.lextweet.com/tweeters
• Justia Legal Birds http://legalbirds.justia.com/
• Basic guides
• http://www.legalmarketingblawg.com/2009/02/to-twitter-or-not-to-twitter-t.html
• http://www.10e20.com/blog/2009/02/06/twitter-for-lawyers-legal-professionals/
Online AdvertisingGoogle Adwords Display
Ads
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Google Search Results & Sponsored Links
Search results:•Maximize relevance•Independent
Sponsored links:•Advertiser determined•Balances relevancy
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No charge until the link is clicked
Online AdvertisingFacebook Ads
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www.facebook.com/FacebookAds
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More on online advertising
• Relatively cheap and usually you don’t pay until somebody clicks. That means impressions are free.
• Low risk. Easy to try. You can stop and start your campaign at any time. You set a daily spending limit for your ads.
• Keyword targeted with the goal of reaching people who looking for your services. (And think creatively about keywords: mediation, legal services, conflict resolution, divorce, etc.)
• For non-profits, Google offers Google AdWords Grants for up to $10,000 (in-kind) per month in display advertising. www.google.com/grants
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Measure Success
What’s your metric?
Found leads or job?More clients?More website traffic?More speaking invitations?Feeling more connected?
Resources
• Google is your friend. Google any set of keywords you hear today to get more information.
• Visit www.mashable.com which has tons of great resources for all your social media needs.
• Benefit from “reverse mentoring.”
• Connect with someone today (in person and on social media), and make a plan to help each other implement something you’ve heard about today.
• Seek professional help.
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Brainstorm and Q&A
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