Social Media and Social Networking How To Use It; Why You Can’t Ignore It

Dave NelsenDialog Consulting Group

We Socialize; You Capitalize .

21 Ideasfor Business

TM

...

BrandReputation

#1 #2

Formula: Engage, then Convert

The Value of Fresh Content50% of all

Internet traffic starts with search

Newer: • Blog • Facebook • Pinterest • …

Older: • Static website • Old press releases • …Offline:

• Traditional ads • Newsletter • …

Rule #1: The Cocktail Party Rule

Meet people, listen, talk, ask & answer questions, build relationships & trust...

Marketing is not about us; it’s about them!

Rule #2: P I E

• Personality

• Authenticity

• Interesting• Entertaining

Rule #3: First, Create Value (for your target audience)

• Educate• Alert• Entertain• Inspire

• Vet/Share

Social Media Defined(AKA User Generated Content)

•Content created by anyone - publishing and broadcasting democracy

From: http://en.wikipedia.org/wiki/Social_media

•Sociology + Technology: Transforming monologue (one-to-many) into dialogue (many-to-many)

...transforms monologue

into dialogue...

Idea 2: Dialogue Product Planning

Idea 3: Learn What They’re Saying

508M tweets … 2.1B searchesper day per day

Idea 4: Learn What They’re “Thinking”(twitter is the next best thing to having ESP)

ESP - Extra Sensory Perception

“back pain” near:15022 within:50mi

A Prediction...

Bill Gates

“Social networking-type applications will become as ubiquitous in the workplace

as Microsoft Office toolsand will likely replace email as the dominant

form of corporate communications.”

What if we combine

what we collectively know?

1AM Pakistan = 4 PM Eastern (Sunday)

10:35 PM Eastern (Sunday)

4 hours later

This Is Your Organization!

Cloud-based: Shared knowledge (tagging, global search...)

GroupText vs.

email

1.

2.

3.

4.

Concise

Private / closed: No spam

Content consumers chose to follow (180 flip)O

Social Networking Defined

• Multiple methods to connect, communicate, and share information

From: http://en.wikipedia.org/wiki/Social_networking

• Online communities of people who share interests or activities

Selected Social Networking Applications

155.6 million* friends

1,000,000+ groups51.3 million* professionals

* - Unique US visitors last month (compete.com or SEMrush.com)

Join a Social Network

69.3 million* people

1% Rule => 11 impressions

http://www.businessinsider.com/google-plus-is-outpacing-twitter-2013-5

Employees Customer Service Customers

Google+ Hangout (free 10-party videoconferencing)

Idea 17

~70% members absent(any given month)

350

Idea 18: Join LinkedIn

2

Key Applications:

• Critical insights from current or past employees (respecting confidentiality)

• Networking / Prospecting

Free Paid

Key Applications:

• Critical insights from current or past employees (respecting confidentiality)

Most Companies X 2X-4X

Current Past

Phil Compton

Write a Blog

•How do we create value for our target audience?

•Work to your expertise, which:

• Positions company as thought leader

• Builds trust

• Increases search traffic (typically 55%)

•Focus narrowly; post regularly

•Recommended platform: Wordpress

Example: Boeing Blog

• 15,000 unique readers per month

1952

2015

Dialog Learning Participation Opt in

Social Media: Powerful New Tools to Connect

Key Applications:

• Industry Groups

• Critical insights from current or former employees (respecting confidentiality)

• Networking / Prospecting

CEO

16046

Company Pages

Idea 18: Join LinkedIn then Join Groups

350

• Members, groups, forum, blog, news, documents, videos, RSS...

• Open or closed

• A fully-customized public or private social network where you're in total control!

Idea 19: Start Your Own Ning Group

Idea 20: Crowdsource your next design project

Situation: You’re George Write, BlendTec Marketing Director

• You sell primarily commercial blenders (B2B)

• Production capacity for 5X current sales

• Almost no marketing budget

• No money for “talent”

• In a deep recession

Idea 21: Use YouTube for demos & customer testimonials

www.bit.ly/social-dave

Embrace Change?

“If the rate of change on the outside exceeds the rate of change on the inside, the end is near.”

Jack Welch (GE)

Embrace Change!!!

“If the rate of change on the outside exceeds the rate of change on the inside, the end is near.”

Jack Welch (GE)

Summary: Social Media Ideas for BusinessQ: How do we create value for our audience?

• Apply QR Codes

• “PIE” + authenticity

• Run an IdeaExchange

• Set-up Google alerts

• Tune in with Twitter search

• Yammer or Chatter

• Video your happy customers

• Website: WordPress (responsive)

• Read a blog & comment

• Subscribe to something

• Write a blog

• Keywords - Google & Alexa

• Set a social media policy

• GetSatisfaction for support

• Compare your site - 4 tools

• Make a Facebook fan page

• Use Google+

• Join LinkedIn & Groups

• Create a Ning network

• Crowdsource a design

• Transform your monologue (email, blasts, newsletters, ...) into dialogue

• Bonus idea: Pick 1 &

Dave NelsenDialog Consulting GroupWe Socialize; You Capitalize

dave@DialogConsulting.com412-779-2788

@davenelsen (Twitter)www.DialogConsulting.com (website / blog)

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