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Getting the Word Out
Establishing a Personal Brand Using Social Media
Matt Sullivandirector of trainingroundpeg [email protected] 960-6840
Agenda
• Review overriding principles• Discuss main venues• Using an Aggregator• Scheduling content• Automatically feeding content• Blog
Contact info
• [email protected]• mattrsullivan is social media id– Twitter, LinkedIn, Facebook, Slideshare, Adobe
forums, Google+, etc.• http://www.slideshare.net/mattrsullivan
Twitter vCard
• Twitter• LinkedIn– company profile– groups
• Facebook• Blog– wordpress.org
Social Media Accounts
• Twitter• LinkedIn– company profile– groups
• Facebook• Blog– wordpress.org
Social Media Accounts
• Twitter• LinkedIn– company profile– groups
• Facebook• Blog– wordpress.org
Social Media Accounts
Age of US Facebook Users as of 9/23/2010
25-34 22.6%35-44 15.645-54 11.355-64 6.5Total: 65%
Twitter/FacebookAwareness
Twitter/Facebook Usage
• Easy way to drive traffic to more robust content
• RT’s are an easy way to pass along links and short info
• RT’s from others tend to result in more followers for you
Why Twitter?
• Consistency!• Audience determines appropriate level of
personal sharing
Twitter: Strategy
• @mattrsullivantwitter.com/mattrsullivan
• @roundpeginctwitter.com/roundpeginc
Personal vs. Brand
• Tweet, RT, schedule RT’s– Hootsuite.com– Tweetdeck.com– socialoomph.com
• Read & post to multiple SM accounts– Twitter– Facebook– LinkedIn
Use an Aggregator
RSS for valued colleagues
• Twitterstream
• Follow those that follow peers• Use services to find peers/clients– http://www.blastfollow.com/
• ID spammers/unfollowers– friendorfollow.com– tweepi.com– tweetchat.com
New contacts/clean house
• Perception of professionalism• Groups!
Why LinkedIn?
• Be selective about your personal network• Create good landing page for company and
personal space• Update via Aggregator• Display tweets and blog content on LinkedIn
pages
LinkedIn: Strategy
• Personal Profile– www.linkedin.com/in/mattrsullivan
• roundpeg inc. Profile– www.linkedin.com/companies/36582
LinkedIn Accounts
• Promote blog entries, events, newsworthy bits to LinkedIn Groups
• Comment within Group conversations
Participate in Groups
• Because 138,660,280 Americans might be wrong, but I’m not going to be the one to tell them!
Why Facebook?
• It is ranked the number 2 site in the US• The largest group by size and percentage is Females 18-25• The largest age group including males and females is the 18-34 year olds at
42%• Smallest is 55-65 year olds (but the latest research shows that it is the fastest
growing group)• The 13-17 year olds are the second smallest group but keep in mind that still
represents nearly 6 million females in its mix and 4.6 million males• Facebook is the number 3 site visited by the those 65+ (Source: Nielsen Blog,
2010 Media Industry Fact Sheet)• Average Age on Facebook is 38• 61% of Facebooks users are aged 35 or older• 30% earn $60 – 100k and 32% earn over $100,000
Facebook Stats
• www.facebook.com/mattrsullivan• www.facebook.com/roundpeginc
• Create Fan Pages for business– Show twitter feed– Show blog entries– Consider FBML to add interactivity
• Create Like button on blog– Simple Facebook Like (Wordpress.org)
• FBSS 2010– www.socialmediaexaminer.com/fbsummit10
Facebook: Strategy
• blog.roundpeg.com• Serves as the collection point for varied
content– Webinar registration/viewing– Small-scale consulting – Tech tips– Newsletter articles
Blog
– TwitterTools• Shows twitter feed• Allows autotweet of new content
– Tweetmeme• Allows RT from blog post
– Google sitemaps– SexyBookmarks• Creates slick SM sharing links on each page
– Yet Another Related Posts• Generates lists based on category and keywords
Blog: Strategy
• Be relevant• Use social media to establish cred– Share tips– Announce successes– Discuss/solve problems
• Be generous– Share success of others– Recirculate/”Like” good content– Comment on others’ blogs– Link share when appropriate
Universal Tips
Quantifying effort
• Klout is most accessible example• Most obvious contributor is twitter• @mattrsullivan ranged from 31 to 45 to 36 to
41 in the last few months
Test Case: Spectrum Writing
• Tammy Van Boening• Spectrumwritingllc.com• Established, respected, still a bit invisible
**Pardon any typos…Tammy and I are revisiting some items this week and next!
Starting perceptions
• [email protected]• LinkedIn profile underused, no sm ID• No Facebook• No blog• Website has static content
Social Media Plan
• Identify areas for participation, or increase in participation
• Unify brand and message• Use SM as conduit to business• Use blog/website as way to capture business
Klout score for @mattrsullivan
• Watching Klout increase from 31 to 45– Linking • LinkedIn• Facebook• Foursquare
Going from 45 to 36
• Increasing number of– Facebook friends– LinkedIn contacts– Twitter followers
• Slowing down consistent contributions
Going from 36 to 43
• Seasoning of contacts across networks• Participation!!!• Pushing forward content from others– Reciprocal pushing forward of my content by
others (thx, @hypertexas!!!!)
