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A social media revolution is upon us, with no sign of abating. Rather than ignore it, consider embracing it and all that social has to offer you for research, connection and differentiation. This presentation offers perspective on how the social media revolution has changed the business landscape and how to make sense of the tools of social media for your job search and for marketing.
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Simple Marketing Now LLC – http://SimpleMarketingNow.comCopyright © 2010
Simplifying Social Media. For Research, Connection & Differentiation
Right Management Meeting Christine B. Whittemore
5/10/10
Simple Marketing Now LLC – http://SimpleMarketingNow.comCopyright © 2010
Simplifying Social Media
• Social media overview
• The tools available
• Examples
Simple Marketing Now LLC – http://SimpleMarketingNow.comCopyright © 2010
Social Media Overview
Simple Marketing Now LLC – http://SimpleMarketingNow.comCopyright © 2010
Social Media Overview
• What is Social Media?
• Why all the fuss?
Simple Marketing Now LLC – http://SimpleMarketingNow.comCopyright © 2010
What is Social Media?
Markets are conversations.
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John Jantsch/Duct Tape Marketing
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Conversations
• Take place between PEOPLE
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Social Conversations Use Tools Like…
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Digital Social Tools and Platforms
Easy to useMostly freeMeans to an endFacilitate conversation with people and build trust
Represent…
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Social Media Revolution http://www.youtube.com/watch?v=lFZ0z5Fm-Ng
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How is it affecting us?
• It affects all of us– Consumer, professional, researcher,
networker, job searcher, consultant
• It isn’t going away!
• It strengthens connections between people– People are searching for greater connection,
authenticity and relevance with other people
Simple Marketing Now LLC – http://SimpleMarketingNow.comCopyright © 2010
Digital Visibility is Critical!
• The paradox of existence– If you have a physical presence, but can’t be
found online, do you exist?
• Your laptop– Your gateway to the world– Your passport to existence!
Simple Marketing Now LLC – http://SimpleMarketingNow.comCopyright © 2010
The Breakup http://www.youtube.com/watch?v=RZDXfB0Rd4Q The Breakup http://www.youtube.com/watch?v=RZDXfB0Rd4Q
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Change in Business Landscape
• Consumer access to information– Lack of trust
• Open vs. closed organizations
– Era of frugality simplify– Community
• http://www.askapatient.com/• http://www.medhelp.org/• http://www.patientslikeme.com/• http://exchanges.webmd.com/default.htm?
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Many Tools Available
To research
To connect
To differentiate
Simple Marketing Now LLC – http://SimpleMarketingNow.comCopyright © 2010
Research
• Google and other search engines– Blogs/Alltop– Twitter search/Bing
• YouTube• Slideshare• LinkedIn – Follow feature• Photos: Flickr• Facebook Fan Pages• Delicious for bookmarks• Twitter for trending articles and links
Did you know?Journalists find story leads on Twitter. Hospitals use Social Media, too.
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Connect
• Build networks– Focus on quality and relevance
• Explore their connections– Facebook, Twitter followers, Twitter lists,
Blogrolls
• Read, comment, interact– Note rules of engagement– Tweetups, meetups, Tweet Chats
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Differentiate
• Via Blogs, Facebook, Twitter, LinkedIin– Identify issues affecting potential employers
or customers; develop solutions as a result of conversation
• Use collaboration tools to interact– DimDim, Yugma, Skype– Tweetchats– Google Calendars & Docs
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Research: Start “Listening”
• Find search terms of interest
• Start with broad terms– Refine them as you obtain more information– Enter them into a search engine
• Google blog search• Blog pulse - http://blogpulse.com/ • Twitter search
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Listening Means
• Reading and absorbing how people interact– Blogposts– Comments– Tweets– Reviews
• Hearing what others say about you, brand, company, industry, relevant terms…
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Set Up Google Alerts
• Go to www.google.com/alerts – Your name– Your website– Brand names– Company names– Keywords & phrases– Key competitors
Simple Marketing Now LLC – http://SimpleMarketingNow.comCopyright © 2010
Do You Follow Blogs?
• Web-log:– An online journal with frequent articles on
related subjects• Most recent post first• Searchable• Comments
– A self-publishing platform
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Blogs: Valuable Resources
• Check out the sidebar– Links to relevant resources, references– Subscription mechanism– Info about author[s]
• A vibrant source of cutting edge thinking on topics of interest to you– Resources to explore further and people to
connect with
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Who Reads Blogs?
• Per e-Marketer:– 2007: 50% of US
Internet population read blogs monthly
• 36% weekly
– 2012: projected to increase to 67%
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What Makes a Blog Credible?
• How old and how active is the blog?
• Do you see information ‘about’ the blog and author– A picture of the author
• How well written is it?– Is the content relevant? – Are other sources cited?
• What about the sidebar?
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When You Identify Blogs of Interest:
• Subscribe to them!– RSS in a ‘feedreader’
• Google reader• Bloglines
– Email updates
• Read the updates
• Comment
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How To Subscribe
• Go to: http://flooringtheconsumer.blogspot.com
• On right hand column, see
• Enter email– Transcription popup window
• Look for confirmation email– Open confirmation email– Click on link within
• You are verified!– New postings emailed directly to you
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Explore Google
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Experiment With Google
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What Does Google Say About…
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Explore BlogPulse
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Explore AllTop
• Visit http://alltop.com – An aggregator of all
the top news, blogs, etc.
Simple Marketing Now LLC – http://SimpleMarketingNow.comCopyright © 2010
Explore Technorati
• Technorati - http://technorati.com – Tracks blogs around the world– Associates “authority” based on links from
other blogs with authority • The higher the number, the greater the authority
– Credibility comes from authority
Simple Marketing Now LLC – http://SimpleMarketingNow.comCopyright © 2010
What Is Twitter?
• Micro-blogging platform – 140 characters or less – http://twitter.com
• Source of quick breaking observations & interactions– Brands– Keywords– Conferences
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Twitter Profile
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Your Twitter.com Home Page
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How Best to Use Twitter?
• Create an account
• Start following people– Note @Twitter handles of interest from blogs– Search: http://search.twitter.com with
keywords or brand names
• Observe and listen to Tweets
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Twitter Search
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Bing.com/twitter
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What To Look For?
• Name, Photo, Contact information
• Quality of the tweets– RT– @ responses
• Keywords
• Check out who others are following– Consider following some of them
Simple Marketing Now LLC – http://SimpleMarketingNow.comCopyright © 2010
Check Out
• Twitter Reference Tools– Twitter Yellow Pages, i.e., Twellow. – Or, explore WeFollow
• Look for publications of interest – [NYT, NPR…]
• Observe how people interact
• Notice ‘tinyurls’ – Compressed website URLs
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Twellow: www.twellow.com
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WeFollow: wefollow.com
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URL Compressor: http://bit.ly/
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Useful Twitter Tools
• TweetDeck– Search on ‘#’ topics, conferences, …
• Twitter search– TwellowHood
• Tweetups– Meetup– Twtvite
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TweetDeck: Dowload to Desktop
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TwellowHood: www.twellow.com/twellowhood/
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Meetups & Tweetups
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More Advanced Twitter Tools
• Create a Twitter RSS feed for specific search terms
• TweetBeep.com– Google alerts for Twitter
• TwitPic.com– To upload photo links
• Twitter Chats
Simple Marketing Now LLC – http://SimpleMarketingNow.comCopyright © 2010
TweetBeep
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TwitPic
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Twitter Chats http://spreadsheets.google.com/ccc?
key=0AhisaMy5TGiwcnVhejNHWnZlT3NvWFVPT3Q4NkIzQVE&hl=en&ui=2#gid=0
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Advanced Search
• Twitter + Google– Target by occupation– Target by bio– Target by location– Keep up on an industry– Competitive eavesdrop– Find trending photos
Source: John Jantsch, DuctTapeMarketing,
http://www.ducttapemarketing.com/blog/2010/03/22/7-insanely-useful-ways-to-search-twitter-for-marketing/
Simple Marketing Now LLC – http://SimpleMarketingNow.comCopyright © 2010
Occupation Search
• Google Search: intitle:”attorney * on twitter” site:twitter.com
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Bio Search
• Google Search: intext:”bio * web designer” site:twitter.com
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Twitter Search: “Near:City within:25mi”
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Keep Up On Industry
• Twitter search: “small business” OR entrepreneur OR “start up” filter:links
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Competitive Eavesdropping
• Twitter search: from:comcastcares OR to:comcastcares
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Trending Photos
• Twitter search: olympics twitpic OR ow.ly
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Twitter Etiquette Basics
• If someone follows you, return the courtesy – if appropriate
• No hard sell
• Give back and offer value
• Complete your profile– Add a photo– Add a url and bio
Simple Marketing Now LLC – http://SimpleMarketingNow.comCopyright © 2010
Remember:
• Authenticity matters– Don’t pretend to be someone you aren’t
• Transparency is key– When in doubt, disclose
• Must be willing to enter into conversation and be there for the long haul– Online reputation building – Like being invited into someone’s home
Simple Marketing Now LLC – http://SimpleMarketingNow.comCopyright © 2010
Social Media In Action
Examples
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Laura Gainor
http://www.slideshare.net/LauraGainor/laura-gainor-utilizing-social-media http://cometbranding.com/blog/laura-gainor-utilizing-social-media-hired-at-comet-branding/
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Absolutely Abby
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Social Steve
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Ideas….
• Use your job search as a reason to explore/experiment with these tools– What value might they offer potential
employers?
• Create an email campaign to share what you learn: – ‘what’s in it for them?’– Social Steve LinkedIn
Simple Marketing Now LLC – http://SimpleMarketingNow.comCopyright © 2010
Follow happenings at conferences with #mpb2b, #coverings2010…http://search.twitter.comhttp://wthashtag.com
Simple Marketing Now LLC – http://SimpleMarketingNow.comCopyright © 2010
Integrate Your Efforts
• Update LinkedIn profile regularly with links to articles relevant to your industry/search– Post to Twitter
• Document your professional journey on Facebook– Photos, articles, notes, events
Simple Marketing Now LLC – http://SimpleMarketingNow.comCopyright © 2010
Start Participating…
• Comment on blogs
• Interact on Twitter
• Answer LinkedIn questions– Join groups and participate
• Beware of code of conduct– Offer value– Think of others first & don’t spam!– When in doubt, observe before rushing in
Simple Marketing Now LLC – http://SimpleMarketingNow.comCopyright © 2010
Social Media Enables Conversations
• Listen to the marketplace
• Find and express your voice
• Contribute to the shaping of ideas– Reinvent yourself
• Discover a rich, vibrant, intelligent community of passionate thinkers– Connect with people– Participate in conversation with them
Simple Marketing Now LLC – http://SimpleMarketingNow.comCopyright © 2010
Last Thoughts
• Manage your time
• Have a goal in mind
• Quality matters over quantity
• Have fun!
Simple Marketing Now LLC – http://SimpleMarketingNow.comCopyright © 2010
Who Am I?• Social Media Marketing veteran [since ’06]
– Marketing to women & the retail experience– Marketing with social media
• MarketingProfs contributor• White Paper:
– “A Firsthand Tale of Adopting Web 2.0 Technology to Build Brand”
• E-Book:– “Social Media’s Collective Wisdom: Simplifying Social
Media Marketing”
Simple Marketing Now LLC – http://SimpleMarketingNow.comCopyright © 2010
My Marketing Blogs
• Flooring The Consumer weblog– http://flooringtheconsumer.blogspot.com
– Launched June 2006• AdAge Power 150 Marketing Blog
• Simple Marketing Blog– http://SimpleMarketingBlog.com
– Launched March 2009• Marketing with social media
Simple Marketing Now LLC – http://SimpleMarketingNow.comCopyright © 2010
Questions?
Simple Marketing Now LLC – http://SimpleMarketingNow.comCopyright © 2010
Will You Assess This Seminar?
• Was this valuable?– What did you like most?
• Would you recommend it to a friend?– What would you say?
• What is most important idea you learned?– What will you put into action immediately?
• What do you want to know more about?– Your email address for more information.
Simple Marketing Now LLC – http://SimpleMarketingNow.comCopyright © 2010
Contact Information:
• Christine B. Whittemore, Chief Simplifier– Simple Marketing Now LLC– cbwhittemore [at] SimpleMarketingNow.com– Tel: 973-283-2424– http://SimpleMarketingNow.com &
http://SimpleMarketingBlog.com
Simple Marketing Now LLC – http://SimpleMarketingNow.comCopyright © 2010
Thank You!