1. Winning business via social media
LinkedIn Vizibility

2. Social network
 What is the value of a social network?

3.  For an individual, the value is
in the community
 For a brand, the value is in
harnessing the community

4.  Social media is about a change in behavior
 A convergence, where online stopped
being about ‗websites‘ and started being
about experiences

5.  Social media is having the disruptive
impact of TV.
 But on an accelerated timeline.

6. Are people using social media?

7. Why not?

8. Does it matter if you‘re new?

9. Who has time for all this?
 You are here, so you care
 2nd Law of Social Networking

11. TRADITIONAL MEDIA SOCIAL MEDIA
Space defined by Media Owner Space defined by Consumer
Brand in control Consumer in control
One way, brand speaking Two way / a conversation
Repeating the message Adapting the message
Focused on the brand Focused on the consumer
Entertaining Involving
Brand created content User created content / Co-creation

12. Recommendations

13. Sales Funnel
. Traffic “SEO”
CLICKS
SITE VISITORS
TAKE
ACTION
APPOINTMENTS
$$$ CLIENTS

14. Target market
 Social media is marketing.
 You must target people.
 How many should you target?

15. 20

16. Martin Ferber
• CEO
• Wants Internet to be Martin doesn't fully understand social media, but
the first think everyone understands that a lot of content meaningful to his
checks in the morning company is online. He wants to know who is an expert
because they want to and what they know.
see what‘s going on.
• Not because they have What do you know?
to.
Use of social Pain
Wired? media? Points Goals Questions
• Reluctantly. • Social media is • Time. • Understand social • How do you
• Has a computer at critical to the • Effort. media promote
home and at the company. • Feels like SM • Wants to highlight engagement with
office. • Agrees that social doesn‘t have a retirements. the content?
• Recognizes the media is a useful high level of
usefulness of the tool to add interactivity
tool. context. • Feels like social
media is about
broadcasting one
point of view.
16

17. Martin Ferber
• CEO
• Wants Internet to be Martin doesn't fully understand social media, but
the first think everyone understands that a lot of content meaningful to his
checks in the morning company is online. He wants to know who is an expert
because they want to and what they know.
see what‘s going on.
• Not because they have What do you know?
to.
Use of social Pain
Wired? media? Points Goals Questions
• Reluctantly. • Social media is • Time. • Understand social • How do you
• Has a computer at critical to the • Effort. media promote
home and at the company. • Feels like SM • Wants to highlight engagement with
office. • Agrees that social doesn‘t have a retirements. the content?
• Recognizes the media is a useful high level of
usefulness of the tool to add interactivity
tool. context. • Feels like social
media is about
broadcasting one
point of view.
17

18. Martin Ferber
• CEO
• Wants Internet to be Martin doesn't fully understand social media, but
the first think everyone understands that a lot of content meaningful to his
checks in the morning company is online. He wants to know who is an expert
because they want to and what they know.
see what‘s going on.
• Not because they have What do you know?
to.
Use of social Pain
Wired? media? Points Goals Questions
• Reluctantly. • Social media is • Time. • Understand social • How do you
• Has a computer at critical to the • Effort. media promote
home and at the company. • Feels like SM • Wants to highlight engagement with
office. • Agrees that social doesn‘t have a retirements. the content?
• Recognizes the media is a useful high level of • What do you
usefulness of the tool to add interactivity know?
tool. context. • Feels like social • Where are the
media is about experts?
broadcasting one
point of view.
18

19. Martin Ferber
• CEO
• Wants Internet to be Martin doesn't fully understand social media, but
the first think everyone understands that a lot of content meaningful to his
checks in the morning company is online. He wants to know who is an expert
because they want to and what they know.
see what‘s going on.
• Not because they have What do you know?
to.
Use of social Pain
Wired? media? Points Goals Questions
• Reluctantly. • Social media is • Time. • Understand social • How do you
• Has a computer at critical to the • Effort. media promote
home and at the company. • Feels like SM • Wants to highlight engagement with
office. • Agrees that social doesn‘t have a retirements. the content?
• Recognizes the media is a useful high level of • What do you
usefulness of the tool to add interactivity know?
tool. context. • Feels like social • Where are the
media is about experts?
broadcasting one
point of view.
19

20. Martin Ferber
• CEO
• Wants Internet to be Martin doesn't fully understand social media, but
the first think everyone understands that a lot of content meaningful to his
checks in the morning company is online. He wants to know who is an expert
because they want to and what they know.
see what‘s going on.
• Not because they have What do you know?
to.
Use of social Pain
Wired? media? Points Goals Questions
• Reluctantly. • Social media is • Time. • Understand social • How do you
• Has a computer at critical to the • Effort. media promote
home and at the company. • Feels like SM • Wants to highlight engagement with
office. • Agrees that social doesn‘t have a retirements. the content?
• Recognizes the media is a useful high level of • What do you
usefulness of the tool to add interactivity know?
tool. context. • Feels like social • Where are the
media is about experts?
broadcasting one
point of view.
20

21. Martin Ferber
• CEO
• Wants Internet to be Martin doesn't fully understand social media, but
the first think everyone understands that a lot of content meaningful to his
checks in the morning company is online. He wants to know who is an expert
because they want to and what they know.
see what‘s going on.
• Not because they have What do you know?
to.
Use of social Pain
Wired? media? Points Goals Questions
• Reluctantly. • Social media is • Time. • Understand social • How do you
• Has a computer at critical to the • Effort. media promote
home and at the company. • Feels like SM • Wants to highlight engagement with
office. • Agrees that social doesn‘t have a retirements. the content?
• Recognizes the media is a useful high level of • What do you
usefulness of the tool to add interactivity know?
tool. context. • Feels like social • Where are the
media is about experts?
broadcasting one
point of view.
21

22. Martin Ferber
• CEO
• Wants Internet to be Martin doesn't fully understand social media, but
the first think everyone understands that a lot of content meaningful to his
checks in the morning company is online. He wants to know who is an expert
because they want to and what they know.
see what‘s going on.
• Not because they have What do you know?
to.
Use of social Pain
Wired? media? Points Goals Questions
• Reluctantly. • Social media is • Time. • Understand social • How do you
• Has a computer at critical to the • Effort. media promote
home and at the company. • Feels like SM • Wants to highlight engagement with
office. • Agrees that social doesn‘t have a retirements. the content?
• Recognizes the media is a useful high level of • What do you
usefulness of the tool to add interactivity know?
tool. context. • Feels like social • Where are the
media is about experts?
broadcasting one
point of view.
22

23. Martin Ferber
• CEO
• Wants Internet to be Martin doesn't fully understand social media, but
the first think everyone understands that a lot of content meaningful to his
checks in the morning company is online. He wants to know who is an expert
because they want to and what they know.
see what‘s going on.
• Not because they have What do you know?
to.
Use of social Pain
Wired? media? Points Goals Questions
• Reluctantly. • Social media is • Time. • Understand social • How do you
• Has a computer at critical to the • Effort. media promote
home and at the company. • Feels like SM • Wants to highlight engagement with
office. • Agrees that social doesn‘t have a retirements. the content?
• Recognizes the media is a useful high level of • What do you
usefulness of the tool to add interactivity know?
tool. context. • Feels like social • Where are the
media is about experts?
broadcasting one
point of view.
23

24. Martin Ferber
• CEO
• Wants Internet to be Martin doesn't fully understand social media, but
the first think everyone understands that a lot of content meaningful to his
checks in the morning company is online. He wants to know who is an expert
because they want to and what they know.
see what‘s going on.
• Not because they have What do you know?
to.
Use of social Pain
Wired? media? Points Goals Questions
• Reluctantly. • Social media is • Time. • Understand social • How do you
• Has a computer at critical to the • Effort. media promote
home and at the company. • Feels like SM • Wants to highlight engagement with
office. • Agrees that social doesn‘t have a retirements. the content?
• Recognizes the media is a useful high level of • What do you
usefulness of the tool to add interactivity know?
tool. context. • Feels like social • Where are the
media is about experts?
broadcasting one
point of view.
24

25.  Content created or shared in social
media will be about attracting the
people in your target market.

26. Assignment
 Craft a persona.
 This can be a real person, or a
caricature of people.

27. Break

29.  110M+ professionals
 A new member joins every second
 Executives from all Fortune 500 companies

36. Google
 For many professionals, Google will return
LinkedIn on the first page.
 If Google does return LinkedIn high, that
says something about the person.
 If it doesn‘t turn LinkedIn high, that says
something about the person as well.

37. LinkedIn strategy
 Fill out your LinkedIn profile to 100%.
 Connect to people.
 Create or share content.

38. Profile

39. Profile

40. Profile

44. LinkedIn strategy
 We are the only people (not generation)
who will get our usernames.
 Get yours.
 We‘ll wait.

46. Skills
http://www.linkedin.com/skills

47. Skills

48. Skills

49. Answers

50. Answers

51. Answers

52. Answers

53. Answers
 LinkedIn offers a reason to answer
questions

54. Groups
16

55. Groups
16

56. Groups
 A group is a virtual meeting place of like-
minded people.
 Ask questions, start discussions, engage
with people in the group.

57. Groups

58. Groups

59. Groups

60. Groups

61. Profile recap
 Complete your profile to 100%
 Describe specific work experiences
 Choose your public URL and share it
 Give and get recommendations from
trusted colleagues
 Find answers or ask questions
 Participate in relevant groups
 Add Skills

62. Step 2 – Add connections
 Once your profile is squeaky clean,
add connections.

63. Add connections
 If you sit down at a business meeting and
someone wants to connect, you don‘t
ignore them.
 Also, if we find we have mutual connections
our conversation will fundamentally
change.

64. Add connections

65. Add connections

66. Add connections

67. Tip
 Spend 15 minutes a week adding
connections.
 The goal is to get closer and closer to
people who may be a persona.

69. Step 3: Create content
 Create content in many ways:
 Groups
 On your wall
 Through applications
 Twitter
 Blog posting
 Slideshare
 Using LinkedIn Today

70. LinkedIn Today

71. LinkedIn Today

73. LinkedIn Today

74. LinkedIn Today

75. LinkedIn Advertising

76. LinkedIn Advertising

77. LinkedIn Advertising

78. Top 10 Tips for Using LinkedIn
1. Complete your profile to 100%
2. Describe specific work experiences
3. Choose your public URL and share it
4. Connect to people
5. Give and get recommendations from trusted
colleagues – or presenters you like 
6. Find answers or ask questions
7. Participate in relevant groups
8. Tell LinkedIn today your interests
9. Follow your customer‘s page to get updates
10. Visit www.learn.linkedin.com for more tools

79. Assignments
1. Ask a question on LinkedIn.
2. Customize LinkedIn today.
3. Create a 30-day content plan.

80. Break

82.  ―We came across the word "twitter," and it
was just perfect. The definition was "a
short burst of inconsequential
information," and "chirps from birds." And
that‘s exactly what the product was.‖
—Jack Dorsey

83. Twitter strategy
 Craft a bio.
 Find and follow people who are
category leaders.
 Create content.

84. Your bio

87. 3 parts to a strong online bio
 Focus
 Exceptional
 Genuine

88. Find and follow people
 search.twitter.com

91. Hashtag

92. Hashtag

93. Listen

94. Listen

95. Listen

96. Follow

97. Lists
 As you follow
people, add
them to lists.

98. My favorite list

99. Content creation
 Re-tweet.
 Post links.
 Create original content.

100. Re-tweet

101. Post links from the web

102. Post links from the web

104.  YouTube is the second most used search
engine after Google.

106.  People choose to watch video
 Phones and tablets help

107.  Never say viral.

108.  Three kinds of (non-viral) video
User Generated
Quick-Post
Professional

110.  So you have a video
Discover Watch Share

111. Passive Discovery Active Discovery

113.  There are hundreds of places to post
videos online
 Including video posting services like
TubeMogul and Hey!Spread.

114.  But we‘re going to talk about YouTube.
 Because YouTube offers an opportunity
for people with video content.
 Because the URL is meaningless, great
care should be taken with the title,
description and tags.

115.  Help people who are looking for
content to find your content – the
title and description should have
keywords
 YouTube allows infinite amount of
tags, so add as many as possible.

116.  A YouTube channel offers the ability to
post videos we create, and videos
created by people in one place.

117. YouTube.com/apple

118. YouTube.com/adidas

119.  Summary.
 Video is being created more and more.
 Video is the best way to show off the
emotion of the brand and and
involvement of fans.
 YouTube is one of the best places to
show off video.

120. Assignments
 Create a Twitter profile and populate
a Twitter list of category thought
leaders
 Create a YouTube channel and
Subscribe to 5 news channels

121. Break

123.  Facebook has over X million members
 50% of all Canadians have a profile!
Source: http://www.facebook.com/press/info.php?statistics

124.  Connecting people I already know.

125.  Facebook is after shoppers through the
social graph.

130. Wall and Tab Content
 There are two steps to a successful page.
 Wall content
 Tab content

131. Content calendar

134. Using Facebook as the page

140. Facebook advertising

141. Facebook advertising

142. Assignments
 Create a Facebook page.
 With your Facebook page, like another
Facebook page.

144. How Much Should I Spend?
 All of the above things are free.
 The thing you’ll spend is time.

145. Time
 In this book, Clay Shirky
argues that we gave all
our free time to TV.
 Give half an hour a day to
networking.

146. Networking
 Set a goal.
 In 12 months, you will do the
following:
 1. make contact with 1-3 of the
people in your target market.
 2. When you make contact, you will
tell them about content you created.

147. Measurement
 How do you measure success?
 Be smart before you start.

148. Content matters.
 The magic wand rule: Social media offers
new ways to talk, not new things to say.
 Social media is not a magic wand to make
a dullard clever or a bore interesting.

149. Know why you‘re creating content.
 Content created for strategic
communications must be driven by clear,
specific communications goals. (That‘s true
for all strategic communications.)
 If you can‘t write down your goals for
content, they‘re probably not clear and
probably not specific. (That‘s also true for
all strategic communications.)

150. Know your best social media voice.
• Journalistic
• Institutional
• Funny
• Scholarly
• Informative

151. What content will you create?
 News and web aggregation.
 Commentary-driven.
 Echo-chamber content from other strategic
communications vehicles.
 Comment-enabled.
 Questions.

152. The content is targeted
 Who will watch, read, listen to the content.
 Do you want them comment? Pro-tip: ask
for comments if you want comments.
 Do you want them share it? Where?

153. Know what will trigger content.
 Identify specific events that will trigger
social media posts –
 Media stories.
 Other web posts.
 News about the brand.
 Events.
 Other communications that can be repurposed.

154. Know when you will post content.
 Create a content calendar to schedule
content.
 Fill in the holes with timely posts.
 Core posting patterns can be regular, but it
is more important to create content when
there is a story to tell.
 Test different times of the day to deliver
content.

155. Know your strategic fit.
 Will your content link to your main website
– and vice versa?
 How will you cross-link between media?
 Will you link to other social media?
 Will you tweet all blog posts automatically?
 Will you tweet in the morning and at night?
 Who will respond to stakeholder comments
or questions? The content creator or
someone else?

156. Measure.
 Create content for people but make sure it
is clear what you want them to do.
 How will they find it?
 Who are they?
 Know before hitting ―post‖ what will be
measured and then it can be measured.

157.  Do it right, and your only cost is time.
 Do it wrong, and it will cost you money.

158. Break

159. Beyond The Big Social Networks
 Slideshare.
 Delicious.
 Blogs.

160. Slideshare

161. Slideshare

162. Slideshare

163. Slideshare

164. Delicious

165.  Prove you are smart.

167.  Now consider how your individual
smarts can work for a brand.
 Every single one of your bookmarks can
appear on your website under the
heading ―What we are reading‖.

168. How it is done
 Read a relevant article in the NY Times.
 Save the article to Delicious bookmarks
 Give it a unique tag: MyCompany.
 The website searches Delicious for
anything tagged MyCompany and it is
updated automatically

170. How many accounting
blogs are there on the
Internet?

171. 258

173. How often should you blog?
 When you have something to say.

174. Break

175.  What results should I expect?

176. Analytics

177. twittercounter.com

179. Bit.ly
 Bit.ly is a way to measure links.

180. Bit.ly

181.  LinkedIn offers paid analytics

182. Slideshare

183. Slideshare

184. Slideshare

185. On results
 For most of the day, we’ve talked
about a few things:
 Who are you targeting?
 Where will you target them?
 What content will you share/create

186.  We can throw all kinds of analytics at
you from many tactics.
 Things you can measure:
 Links to your firm web site
 Connections
 Followers
 Engagement

187. Measure the goal
 Imagine a hockey game without nets.
 When you’ve set a clear goal, you will
also be able to figure out how to
measure it.

188. Break

189. Social media policy
 Don’t say stupid things
 Mom rule
 Confidentiality

191. What not to say
 Share your connection.
When talking about your firm, a
client, competitor or any related
matter, share your name and
connection.
 You should use your actual title and
an appropriate photo on your profiles,
which reach personal and professional
networks.

192. What not to say
 Don’t share non-public,
confidential information or
opinions about clients

193. What not to say
 Be smart.
What you publish will be online for
years to come and available to
anyone who searches for it.

194. What not to say
 Use a disclaimer for personal
sites.
If you publish a personal blog, make
it clear to your readers that the views
you express are yours alone.

195. What not to say
 Be wary of your tone.
The words we write have the
potential to embarrass someone. That
means ethnic slurs, personal insults,
or obscenity. Imagine the worst-case
scenario (a client reading your
negative blog post, for example), and
act accordingly.

196. What not to say
 Always respect copyright and fair
use.
Just because you find a photo online
doesn’t mean you can use it on your
Facebook page, just as you couldn’t
use that photo in a print ad. Of
course, if you do share any content,
make sure you credit the source.

197. What not to say
 Don’t download every app.
Be very cautious when installing any
application on your computer. If
you’re unsure about an application, a
link, a follower.

198.  Listen first.
 Ask second.

199. Questions
 This presentation is available for
download at slideshare.net/mrhames