Lecture 6-5: Social Networking for Entrepreneurs

There are real business uses for social networks

If they are used properlyproperly, social media can be a profitable part of your overall marketing strategy

Section 1:What NOT to Post

Don't post ANYTHING without planning - see Walmart example

Don't spam people -"You know how some marketers without even saying "hi" start posting their websites' urls on your wall. That really annoys

me and I know that it annoys other people." - Lana Kravtsova, www.dreamfollowers.com

Please don't post boring stuff that only you care about

A Major Social Networking Failure

• Didn't allow people to use the Discussion Board

• Failed to anticipate negative comments• Tried to be something they are not• In short, failed because they were control

freaks

Be Sure to Choose the Right Tool for Your Market

Who's Your Target?• Artists and Entertainers

must be on Myspace• Reach the 18 - 35 crowd

on Facebook• Affluent professionals

network on LinkedIn• Twitter is literally

anything you want

Section 2: How to Generate Interest in Your

ProductBuilding Your Target Market

“List”

Online vs. Offline

How do you connect in real world networking situations?

• Attend events where your targets will be• Speak or present at the event, if possible• Join their trade association's board

Online vs. Offline

When you are networking after the event:• Small talk• As "What do you do?"• Listen. I mean, actually listen.• Offer something valuable - a book title or

website, a contact or client lead• Write it on your card and ask for theirs• Follow up

Online vs. Offline

Online is basically the same1.Find out where your targets go - adwords

are good for this– Start positioning yourself as an expert in the

field - "Present" on the topic– Join their favorite social networks– Set up a page there and say RELEVANT

interesting things about their key topics

Facebook Example

Set up a “Page”. If you don't have a Facebook account this will create one for you in addition to the Page.

You need both a Page and a Group

• The Page let's you build a brand that can be searched on Google

• The Group is good for discussion forums and inviting people to your events

Once You Get Set Up

Time for the Moment of Truth

Section 3:"Just Click the Subscribe Button"

Making the Ask

Does Your Message Come Off Like This?

Make a Safe Initial Offer

"Free Sample"

Give something your target will find valuable away in exchange for their contact info

Now you can sell them stuff!

Note: If your product costs big $$$

Use the fast food approach:

* Small $ investment* Medium $$ investment* Large $$$ investment

Review and Lessons Learned:

Advertising is DEAD

If you remember nothing else -• Social Networking is NETWORKING• It's about people, not companies• If Walmart can't control the

conversation, neither can you• Be Authentic and Responsive

The best in the biz (Google, Facebook, Youtube, etc.) help people do what they already

want to do

You should do the You should do the samesame

Reference sites

http://webworkerdaily.com/2009/05/26/10-golden-rules-of-social-media/

http://social-media-optimization.com/2007/10/a-failed-facebook-marketing-campaign/

http://www.lnkr.net/archives/rosh/general/the-world’s-most-profitable-social-network/2713http://www.bookyourselfsolid.com/

Questions?

wrencis@gmail.com