GPPC Connections 2011 | November 6-8 | Las Vegas, NV

Leveraging Your Online Presence to Turn Lost

Opportunities into WinsSocial Media for Microsoft Dynamics

PartnersMark Polino - I.B.I.S., Inc.Jon Rivers – Data Masons, Inc.

Connections 2011 | Nov 6-8 | Las Vegas, NV

Share!• Feel free to Tweet, Blog or update Facebook

live with things you learned in this session.

• Official HashTag: #GPPC2011

Connections 2011 | Nov 6-8 | Las Vegas, NV

Social Media

• Short Definition: Social Media is any tool or service that uses the Internet to facilitate conversations. - Brian Solis

• Long Definition: Social Media is the democratization of information, transforming people from content readers into publishers. It is the shift from a broadcast medium, one-to-many, to a many-to-many model, rooted in conversations between authors, people, and peers. – Brian Solis

Connections 2011 | Nov 6-8 | Las Vegas, NV

Connections 2011 | Nov 6-8 | Las Vegas, NV

• Traditional Marketing• Periodic Campaigns– Top 5 reasons to buy– Microsoft Promotions

• Resources– erpsoftwareblog.com– Nature Butterfly– Blogs, Twitter,

Advertising• Maintenance• Success Story

Sell Strategy

Connections 2011 | Nov 6-8 | Las Vegas, NV

Share Strategy• Give before you get• Help users• Expert positioning• Reinforce status with

existing clients• Great for establishing

a niche • Long lead time for

new sales• Success Story

Connections 2011 | Nov 6-8 | Las Vegas, NV

Content• Option 1: Different Content for each

outlet– Drive visits with Content differentiation

• Option 2: Reuse content– Content delivered where the user wants to

consume it

Connections 2011 | Nov 6-8 | Las Vegas, NV

Content• Exclusive content

– Can promote one social media site over another• Target can determine content

– Linked In vs. Facebook for example• Tune content for certain sites

– Polls, Questions, Lists, etc.• Consistent content

– Nothing builds expertise like writing around one subject

Connections 2011 | Nov 6-8 | Las Vegas, NV

Content• Repurpose Content!– Blog post becomes white paper– White paper splits to multiple blog posts– Recorded webinar goes to YouTube– Client tool becomes Community tool– Tools can make blog appear on Facebook &

Twitter• Few firms effectively use ALL types of

content.

Connections 2011 | Nov 6-8 | Las Vegas, NV

Entity• Company– Shared authors– Individual Authors

• Individual– Can create independent authority for

company

Connections 2011 | Nov 6-8 | Las Vegas, NV

Voice• Use a HUMAN voice– Don’t use corporate

speak– Define abbreviations

• People trust people, they don’t trust entities

• This applies to both selling and sharing

• Voice can be an individual or shared

Connections 2011 | Nov 6-8 | Las Vegas, NV

Where to Connect - Top 5 • LinkedIn – Business oriented

social media. Keys are groups, recruiting, company follow. Best B2B option.

• Blogging – Posts. Anything you want it to be. Free or Paid– Wordpress, Blogger, Tumblr

• Twitter – Short updates, links• Facebook – Friends, Likes,

Pages. More B2C• You Tube – Video, great for

sharing

Connections 2011 | Nov 6-8 | Las Vegas, NV

Where to Connect - Classics• Email Newsletter – These still work

well. Don’t neglect.

• Forums/Newsgroups – Establish expertise– Microsoft Community site– LinkedIn Groups

Connections 2011 | Nov 6-8 | Las Vegas, NV

Where to Connect – The Rest

• Google + - Growing fast, no business presence for now

• Foursquare – Check in, more B2C• Groupon – Coupons, B2C

Some may not be as effective for partners but they will show up in client businesses.

Connections 2011 | Nov 6-8 | Las Vegas, NV

What Tools can help you?• HooteSuite – Online Twitter,

Facebook, Linked In Management, group control, $

• TweetDeck – Owned by Twitter

• Seesmic – Twitter and Facebook. Online and Desktop Options

• Nurture Butterfly – Microsoft partner social media offering. Content and tools. $

Connections 2011 | Nov 6-8 | Las Vegas, NV

What Tools can help you?• Live Writer – Blogging tool from MS.

Supports all major platforms• Eloqua, Constant Contact, Mail

Chimp, Blue Sky Factory – Newsletter/email options

• Microsoft CRM 2011 – Social Tracking• Native Tools – All sites have online tools

for management• Mobile – Don’t neglect mobile options for

updates and delivery

Connections 2011 | Nov 6-8 | Las Vegas, NV

Statistics and Tracking• Google Analytics• Site Analytics (Wordpress, Blogger,

Facebook)• Tool Analytics (HooteSuite)• Link Analytics (Bit.ly)• Klout

Connections 2011 | Nov 6-8 | Las Vegas, NV

Pitfalls

• Loss of Control• Potential damage to brand• Potential damage to

customer relationships• Lack of Contact

information• Stealing Content

Connections 2011 | Nov 6-8 | Las Vegas, NV

Remedies• Reasonable guidelines– “To prevent information leaks and other

liabilities, companies are drafting guidelines for social media interaction. A rule of thumb: Don't be stupid” - Business Week

– Rules of Social Media Engagement – Brian Solis• Apologize– Don’t deny, don’t fake apologize

• Leverage the Apology

Connections 2011 | Nov 6-8 | Las Vegas, NV

ApologiesThe problem is rarely the problem. The response to the problem invariably ends up being the real problem. (Watergate, Martha Stewart, etc.) - Tom Peters

Connections 2011 | Nov 6-8 | Las Vegas, NV

ApologiesIronically, the most fanatically apostle customers were the ones that had the biggest problems—catastrophic failures. It was during those times that we showed our mettle. We had a funny saying about it: “When you save someone from drowning, they quickly forget that you were the one that pushed them into the pool in the first place…” – email gateway provider Iron Port

Connections 2011 | Nov 6-8 | Las Vegas, NV

Resources• Twitter Revolution - Warren Whitlock• Content Rules - Ann Hadley• Engage - Brian Solis• Six Pixels of Separation - Mitch Joel• ProBlogger• Learn and Earn - Microsoft • Social Media Partner Playbook - Microsoft • Facebook Guide for Microsoft Partners - M

icrosoft

Connections 2011 | Nov 6-8 | Las Vegas, NV

Just for You• Free copy of our ebook:

Social Media for Microsoft Dynamics Partners

• Download from: http://bit.ly/dynsocial • Use the code we will give you– Add To Cart– Apply code at checkout

Connections 2011 | Nov 6-8 | Las Vegas, NV

Follow UsMark Polino Jon RiversLinkedIn.com/in/mpolino Linked In www.linkedin.com/in/jonriver

smpolino@gmail.com Email jon.a.rivers@gmail.comTwitter.com/mpolino Twitter @Jon_Rivers Twitter.com/DynAcctNet Twitter @DataMasons DynamicAccounting.net Blog www.datamasons.com/blog/

Blog ERP Software Blog Facebook.com/DynAcctNet Facebook Data Masons Page