Session delivered at American Society of Pension Planners and Actuaries WBLF meeting in Austin June 12, 2013

1. Mythbus(ng
Social
Media
Have
You
Maximized
Your
Online
Marke(ng
Yet?
By
Michelle
Golden

2. ISP/!
email!
19!
www!
21!
Blogs!
14!
LinkedIn!
10!
Twitter
& FB !
7!
Google!
16!

3. Boomers
and
the
Web
2000
• 40%
use
internet
• 28%
of
internet
popula(on
• 24%
online
daily
• <5%
online
mul(ple
(mes/day
2010
• 74%
use
internet
• 32%
of
internet
popula(on
• 69%
online
daily
• 36%
online
mul(ple
(mes/day
Source:
PEW
Internet
&
American
Life
Project
• ©
2010
Golden
Prac(ces
Inc
4
Source: PEW Internet & American Life Project, Mar, 2010

4. flickr
|
thomaschung

5. flickr
|
fuzzyscalyman
You’re Doing
it Wrong!

6. Comm
(not
SM)
policy
Components:
• Liability disclaimers*
• General communications/behavior*
• Internet & email policies*
• Specific social-media related guidance
7
Handout
&
h^p://slidesha.re/golden-­‐policy

7. Skip
the
middleman
• Pay
for
space
• Pray
for
space
• Use
your
space

8. Blogs:
holy
grail
of
marke(ng
goldenprac(ces.com
9
But
publishing
w/out
engaging
is
merely
passive
marke(ng
And
engaging
w/out
publishing
is
missing
a
huge
opportunity
1. Can
just
engage
2. Can
just
publish

9. WHAT
HASN’T
CHANGED?

10. the
on-­‐going
process
of
1)
ensuring
repeat
business
from
exis(ng
clients
2)
appealing
to
poten(al
clients
Michelle Golden
Marke(ng
is…
goldenprac(ces.com
11

11. Secret
Formula
V
+
C
+
R

12. flickr
|
lydiaboote

13. 4
Ps
of
Online
all
marke(ng.
• Purpose
• Passion
• Persistence
• Paying
A^en(on
flickr | nhanusek

14. Pick
your
purpose
1. Business
development
(V
+
C
+
R)
• Build/strengthen
business
rela(onships
• Interact,
share
• Credibility
• Build
team,
recrui(ng
2. Customer
service/reputa(on
(V
+
C
+
R)
• Create
proac(ve
fan
base
• Monitor
• Make
problems
right
3. Just
to
learn
(passive,
but
OK
to
start)
(some
V)

15. current
credibility
future
R&D
referrers
flickr
|
wwworks

16. Firm
PG
Indiv
Indiv
PG
Indiv
Indiv
Indiv
At
Any/Every
Level
goldenprac(ces.com
17

17. Current
Clients
COIs
New
Biz
Credibility
Skill/Svc
Dev
Expecta,on
Management
Conversa,ons/Listening
Debriefs
(BARs/AARs)
Delega,on
Face
Time
Industry/Org
Par,cipa,on
Succession/Transi,on
Service
Grid
Conversa,ons/Listening
Clarify
Messages
(educate)
Face
Time/Follow-­‐up
Reciprocity/Reward
(track)
Target
Innova,on
(new
solu(ons/
products,
dev
processes,
improve
effec(veness)
Con,nuing
Ed
(new,
advanced)
Apply
Industry
Knowledge
(id
KPIs/sector,
studies,
surveys)
Worthiness
of
Trust
(behavior,
impression,
respectable
ext/int)
Competence
(write,
speak,
lead)
Capability
Evidence
(case
studies,
tes(monials,
representa(ve
clients,)
Involvement
(visible
in
core
markets)
ID/Study/Refine
Conversa,ons/Listening
Face
Time/Follow-­‐up
Demonstrate
Relevance,
Credibility,
Trustworthiness
goldenprac(ces.com
18
Personal
Marke(ng
Plans

18. Current
Clients
COIs
New
Biz
Credibility
Skill/Svc
Dev
Expecta,on
Management
Conversa,ons/Listening
Debriefs
(BARs/AARs)
Delega,on
Face
Time
Industry/Org
Par,cipa,on
Succession/Transi,on
Service
Grid
Conversa,ons/Listening
Clarify
Messages
(educate)
Face
Time/Follow-­‐up
Reciprocity/Reward
(track)
Target
Innova,on
(new
solu(ons/
products,
dev
processes,
improve
effec(veness)
Con,nuing
Ed
(new,
advanced)
Apply
Industry
Knowledge
(id
KPIs/sector,
studies,
surveys)
Worthiness
of
Trust
(behavior,
impression,
respectable
ext/int)
Competence
(write,
speak,
lead)
Capability
Evidence
(case
studies,
tes(monials,
representa(ve
clients,)
Involvement
(visible
in
core
markets)
ID/Study/Refine
Conversa,ons/Listening
Face
Time/Follow-­‐up
Demonstrate
Relevance,
Credibility,
Trustworthiness
goldenprac(ces.com
19
Personal
Marke(ng
Plans

19. Levels
of
marke(ng
Passive
(set
&
forget)
Resource/
Expert
Proac,ve
Outreach
LEADS
INVOLVEMENT

20. Do
fewer
things
be^er
Leverage
Mul(ple
Channels
• Print
• Phone
• Events
• Paid
media
• Earned
media
• Organiza(onal
ac(vi(es
• Internet
• Email
• Website
&
Blog
• Social
Web
Channels

21. Channels:
online
&
off
BLOGS
YOUR
FILES:
YOUR
URLS:
WWW

23. Great
content.
Preven(on
©
2010
Golden
Prac(ces
Inc
28

24. Passion
makes
the
difference

25. MEET:
the
tools

26. Which
tool
for
what?
www.slideshare.net/goldenm/comparing-­‐social-­‐media-­‐tools

27. Facebook
for
rela(onships
• Being
“real”

28. • Reconnect
(transient)
• Who
knows
whom?
(minus
context)
• Load
up
&
look
up
(mini-­‐CRM)
• Reasons
to
reach
out
(no(fica(ons)
• Moderate
interac(on
(easy)
• Demo
exper(se
(answers
&
groups)
• Front
of
mind
(unobtrusive)
• Research
(mee(ng
prep)
goldenprac(ces.com
33
LinkedIn
is
all
biz

29. Cocktail
party/BBQ

30. Should
I
go
“Premium”

31. Twi^er
for
news
&
ideas
goldenprac(ces.com
36

32. Blogs:
IC
demo,
archive,
connect
goldenprac(ces.com
37

33. WHERE
TO
HANGOUT

34. Choosing
a
niche
• Prac(ce
composi(on,
industry

IDEAL
• Service
mix
• Enjoyment
level
• Scalability
• Capacity
• Compe((on
• Economy
39
CHOICES,
CHOICES

35. Start
here
40

36. Den(stry
(Alltop)

37. Blog
to
follow/interact
with

38. Financial
post
to
link
to
MORE
TO
EXPLORE!

39. Search
• Google
and
Google
Blog
Search
• “Dental
associa(ons”
• “Dental
community
online”
• “Dental
forum”
• “Dental
conference”
• “Den(st
prac(ce
management”
• Look
for
blogs,
blog
rolls,
groups,
events,
associa(on
news,
resource
lists
• LinkedIn:
“Den(st
groups”
and
events
• Twi^er:
“Den(st”
“dental”
“den(stry”
and
“den(st
tweetups”
or
“den(st
tweetchat”
• Facebook,
Amazon,
Slideshare,
YouTube
–
seek
dental-­‐
prac(ce
management
and
other
industry
topics

40. Google
you
goldenprac(ces.com
45

41. Share
liberally
• Stuff
they
(and
you)
take
for
granted
like
judgments
applied
in
day-­‐to-­‐day
work
• Address
“common
ques(ons”
(if
answers
aren’t
already
in
abundance)
• Clear
up
misconcep(ons
• Change
paradigms
• Share
as
you
learn
goldenprac(ces.com
46

42. IT’S
NOT
ABOUT
YOU
Buy this cuz
you kick ass.
Buy this cuz we
kick ass.

43. Your
job
=
reassure
buyers
Am
I
making
the
right
decision?
• Helpfulness
&
accessibility
• Coolness
factor
• You
“Get”
them
• Synergy
• Third-­‐party
opinions
• Evidence
of
knowledge

44. Focus
on
what
they
care
about
What
You
Do
What
They
Do

45. • PSK
blog?
50

48. IS
IT
WORKING?

49. Measuring
engagement
• Where
did
it
appear?
• Who
said
it?
• What
was
said?
(categorize,
clip
file)
• Was
it
about
par(cular
dept
or
person?
• Was
it
posi(ve,
neutral,
or
nega(ve?
• Did
it
include
reference
to
page?
Which?
• Who
responded?
How
fast?
(clip)

50. Interact!
Be
the
real
you.
• LinkedIn
• Introduc(ons
&
recommenda(ons
(don’t
use
automated)
• Congrats
&
follow-­‐up
• Twi^er
• Tweetups
&
tweetchats
• Facebook
• Events
&
“likes”
• All
• Correspond!
• Video
(skype,
face(me)
goldenprac(ces.com
55

51. michelle@goldenprac(ces.com
goldenprac(cesinc.com
goldenprac(ces.com
(blog)
@michellegolden
(twi^er)
More
Info:
slideshare.net/goldenm