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How to apply social media strategies to accelerate business development. Real world strategies to Plan, Listen, Build, Engage and Monitor your social media activity.
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Using Social Media for
Business Development
John HeaneySocial Media Lab
Nov 2010
WTF is Social Media?
Social Media is…people connecting to people using technology
Social Media isword of mouth
on
steroids
they’re tuning you out
no more pitches
Who’s doing
Social Media
Right?
Oreo’sdoing
Social Media
Right
Oreo Facebook (>12,000,000)
Oreo Facebook (>12,000,000)
Drives all of their
online traffic to
their Facebook
page.Contests,
games, photos,
recipes and
engagement.
Ben & Jerry’sdoing
Social Media
Right
Ben & Jerry’s
Free ice cream? Find the truck
on Twitter. Post photos to Flickr.
Celebrate on Facebook.
Ben & Jerry’s Facebook (2 MM)
Culturally
reinforcing content
including
workplace photos,
charity promotion
and videos with
company execs.
Ben & Jerry’s Twitter Stream (12,000)
Recently
conducted “live”
Twitter news
conference
concerning their
new “natural”
product labels
#1 Set Goals
Pick one (or two). No more.
Customer service
Lead generation
Tech support
Human Resources
Public Relations
Loyalty
Sales
Market Research
Product Development
Focus
#2 Listen
Social Media reconnaissance
Social Media reconnaissance
Who are they?
Where are they?
How do they engage?
SM Recon Tools
• Twitter Search (search.twitter.com)
• Twellow (twellow.com)
• Twitter lists• Boardreader (forums & msg boards)
• Google Blogsearch• LinkedIn Groups
#3 Build
Stake your claim• Knowem
• ud.com• namechecklist
• claim.io
• TM.biz• namechk
Select your platformsTo reach your
target audience
Select your platformsTo reach your
target audience
Make sure you play where they play
Create content hub
videos
podcasts
webinars
e-books
blog posts
casestudies
manuals
SEO EssentialsConsistent naming
Keyword research
Wordtracker
Adwords
Keyword density
across platforms.
Tag content
Generate inbound
links.
Cross pollinate content
Timeliness & consistency
Timeliness & consistency
Commit to an
editorial calendar
and quick
response to any
inquiries or
mentions.
Herd your audience to your desired destination
Herd your audience to your desired destination
Don’t be
surprised when
there are strays
that insist on
engaging with
you on their
terms, on their
platform of
choice.
Power of video
#2 Search Engine
Video rules the web
Video rules the web
Think in terms of
video. Quick
interviews. Brief
instructional
videos. Product
introductions.
Keep a video
camera with
you. Always.
Create your own YouTube channel
#4 Engage
Ask questions
@johnheaney sorry to hear you’re having trouble. How can we help?
Which new feature is
most important to
you?
Need help? Check out our
new instruction videos on our
website
Want to attend SXSW?
Enter our contest today
Want to engage?
Tell your story
Your story’s value
30x** according to the Significant Objects Project
Pick the right team
Pick the right team
with a passion for Social Media
Social Media doesn’t disguise your nature…
… it reveals it
Social Media doesn’t disguise your nature…
Transparency
TransparencyPeople do business with
people they like.
Show your humanity.
Dive in
Connect
Connect
Be the conduit that connects your audience
with valuable content, contacts and resources
Focus on local
Focus on local
Google Places
Yelp Yahoo Local
Bing Yellow Pages
Yelp
YelpLocation based
search and
user reviews.
90% of customers rely
on word of
mouth as best,
most reliable
source of info.
Reputation Management
Reputation Management
It’s not just for
restaurants and
bars. Professional clients
leave online
reviews that can be
costing you
business.
Location-based social media
Location-based social media
Foursquare
Gowalla
Webinars
Webinars
• WebEx• GoToMeeting• FuzeMeeting
Share your
knowledge
and become
your industry
expert.
LinkedIn Answers
LinkedIn Answers
Demonstrate
your expertise
while building
your professional
network.
Podcasts
Podcasts Allows prospects and
clients to subscribe and
receive your content
automatically.
Company updates.
Interviews.
Industry news.
Product reviews.
Slideshare
Slideshare
Position
yourself as an
industry
thought leader.
Share your
ideas. (and get
search engine
optimized)
& modify
#5 Measure
Monitoring tools
TrackurRadian6Alterian SM2Lithium
Google AnalyticsTechnorati SearchTwitter SearchGoogle ReaderGoogle AlertsAddictomatic
FREE PAID
Real-time Analytics
Ask for helpIt’s called “social”
media for a
reason. Help is
just a tweet away.
