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INTEGRATING SOCIAL MEDIA INTO YOUR BUSINESS STRATEGY

Brent Robertson, Chief Creative Officer, www.fathom.net. INTEGRATING SOCIAL MEDIA INTO YOUR BUSINESS STRATEGY. Intentions for this presentation. A different perspective Make it fun and interesting (successful) Social media initiatives <> Business objectives Open a conversation.

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INTEGRATING SOCIAL MEDIA INTO YOUR BUSINESS STRATEGY

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  1. Brent Robertson, Chief Creative Officer, www.fathom.net INTEGRATING SOCIAL MEDIA INTO YOUR BUSINESS STRATEGY

  2. Intentions for this presentation • A different perspective • Make it fun and interesting (successful) • Social media initiatives <> Business objectives • Open a conversation

  3. State of the Social Space • Social Media has surpassed PORN as the #1 activity on the web. Nuff said!

  4. State of the Social Space • Social environments have become: • A tour de force, threatening the major players relevance. • Brought misbehaving organizations, governments, politicians and business leaders to their knees at the speed of a tweet • Changed the nature of how we digest information • Flattened the world

  5. Social Media Trending • Localization • Measurement • Consolidation

  6. The Art of Social Networking If someone tweets that has no followers, did they actually tweet?

  7. Presenting Yourself • Who are you? • An organization • A person working for an organization • A specific persona [expert] within the organization • One of many social representatives of your organization • A person representing an organization from the outside

  8. The Ideal Profile • Fits “who you are” • Has detailed information that supports your role • Is high-quality and correct • Articulates your voice and personality • Is rich in activity

  9. The Ideal Profile Inventory • Great photography • A quick synopsis of you and what you are about • A well written biography, both short and long versions • A well written and approved description of the organization, short and long versions • Personality and interests!

  10. A well crafted profile allows: • You to be someone your audience wants to be connected with • Clarity about who you are and what organization you represent • Clear expectations about what you will discuss and post • The best impact for your networking efforts

  11. Who are the “Right” Connections • Who are your customers • Who can bring you customers • Who can steal your customers • Who do you want to be associated with • Who can tell your story and you theirs • Who can serve your needs and you theirs • Who might surprise you

  12. Where are These Connections • Search them out on all platforms • Search your connections’ connections • Search groups and pages • Search Google: Discussions

  13. Where are These Connections • Create an organizational networking process • Meet Someone • Connect with them on any/all platforms • Enter their information into CRM system • Communicate via multiple platforms and let them opt out of any they don’t desire

  14. Go Get’em • Be personal and genuine • Be persistent but patient • Be willing to connect beyond the social space • Be ready for questions/comments/conversation

  15. Mastering Online Content If people don’t read online, then why do we write online?

  16. The Nature of Reading Online • Slower • Less comprehension • More distractions • Visuals win over words

  17. The Nature of Online Conversation • Only 5-10% of your network will comment online • If your posts are too aloof: Intimidating • If your posts are too simple: Not worth the time • Keep it short, sweet and to the point • Support posts with visuals whenever possible • Match the technology with the conversation

  18. I Want to: ENGAGE: • Questions • News w/personal spin • Casual • Doesn’t please everyone • News of staff • Shares others’ events • Achievements • Pre- and post-event sharing INFORM: • Answers • News w/just the facts • Sounds like/is a press release • Diplomatic • Bios of staff • Only talks about your org. • Achievements • Pre- and post-event sharing

  19. I Want to: ENGAGE: • Desires deeper relationship • Is slower but more thoughtful • More personal • More generous • Is willing to sacrifice the many to satisfy the few • Requires significant industry insight & expertise INFORM: • Desires quick response or shorter term relationship • Is fast paced, first to the post • Less personal • More self-serving • Quantity vs. quality • Requires significant daily/hourly updates

  20. Start Communicating • Be clear about your intentions for each post • Beware of the Re-Tweet Button! • If you seek reaction, be ready for none or tons • If you want your connection to “do” something, be clear what and where

  21. Start Communicating • Be aware of any other marketing initiatives within your organization and use Social Media to support them • If you don’t know what your network is interested in, ask them. • (If I could provide you with something that would be valuable to you that you don’t yet have, what would it be?)

  22. Invites • Be detailed • Be descriptive DO: DONT:

  23. Finding Great Content • Be the reporter for your organization • Learn who has the unique stories appropriate for your network • Create a policy or process for gathering information • Validate what you post against the experts BEFORE you post it • Have experts available for questions

  24. Time Management Don’t forget the cover sheet on your TPS reports.

  25. Pace • Networking – Daily • Monitoring – Daily • Commenting – Daily • Posting • Short news bytes – Daily + • Long thoughtful posts that require reaction – Weekly + • Invites • 4-6 week notice, with weekly follow-ups daily the week of the event

  26. Don’t add, Replace • Event management and promotion • E-mail and chat • PR • Recruiting • In-person networking events • Divide and conquer

  27. ROI • Carefully consider how you measure ROI in the social space • Make sure you are communicating with whom might be hearing about the results (the sales team) • Measure the intangible, the buzz, the name recognition • Measure all of your marketing initiatives

  28. Measurement Tools • Social Mention - sentiment rating (ratio of positive to negative mentions): http://www.socialmention.com • WebTrends - http://www.webtrends.com/Products/SocialMeasurement • Twitter Grader - compares influence: http://twittergrader.com • Klout - measures influence: http://klout.com • Blogoscope - Visualization tool devel. By Univ. of Toronto: http://www.blogscope.net • HootSuite, TweetDeck, CoTweet, Seesmic - all have measurements built in • Forrester’s Technographic Profile: http://www.forrester.com/empowered/tool_consumer.html • Measure SM in 10 min./day: http://blog.hubspot.com/blog/tabid/6307/bid/4663/How-to-Monitor-Your-Social-Media-Presence-in-10-Minutes-a-Day.aspx • How sociable? - brand visibility: http://www.howsociable.com • PostRank - track social engagement: https://analytics.postrank.com

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