This is the intro to social media webinar I gave as part of the Win Without Pitching series with Blair Enns

1. Adding Social Media To
The Mix

2. Quick intro to Red Cube
Comms agency integrating traditional and new media
Services span marketing, pr and social media
Working with design and architecture businesses

3. Introduction

4. There’s been a big
change in behaviour

5. People have more control over
what they read, watch, digest ...

6. ... and connect where and when
they want

7. Business and personal lives are
interlinked

8. People are less trusting of
marketing and pr ...

9. ... and rely more on the
recommendations of others

10. People have more power
and social media has helped
them get it

11. What is
Social
Media
?

12. It’s a
fundamental
shift from
traditional
marketing
methods ...

13. ... of
‘speaking at’
your
audience ...

14. ... to speaking with them

15. It allows you to
engage with
people ...

16. ... and allows
them to
engage with
you ...

17. ... which
encourages
participation ...

18. ... and creates
community ...

19. ... who turn into brand
advocates and create
WOM

20. It’s about people having
conversations, connecting
and engaging online

21. ?
How can it
help your
business

22. Raise awareness and establish
credibility ...

23. ... by showing you know what
you’re talking about ...

24. ... you can establish yourself as a
thought leader ...

25. ... which gets people talking about
you positively

26. It can also connect you to key
influencers who can help to build
your brand

27. Monitor and manage
reputation ...

28. ... by finding out what
people are saying about
your brand online ...

29. ... you can engage with
those making positive
comments ...

30. ... and respond
positively to
negative comments

31. You can also monitor
what’s being said about
your competitors ...

32. ... and clients/
potential clients

33. Monitoring tools also allow
you to track trends ...

34. ... and observe what’s being
talked about in real time

35. New business generation

36. By establishing your credibility in
your specialist area ...

37. ... you can become the ‘go to’
person when people are looking
for your service

38. But ...

39. NEVER SELL

40. It’s not a place for selling. It’s a
place for connecting and engaging

41. Social media users are a
savvy lot ...

42. ... and will see through any crafty
selling tactics ...

43. ... which will only damage
your brand

44. Grow Communities

45. Communities can be very
powerful ...

46. ... as well as being advocates ...

47. ... they are a fantastic source of
information ...

48. ... listen to them, learn from what
they’re saying ...

49. ... and make the most of crowd
sourcing

50. Strengthen your PR activity

51. Any PR strategy should
integrate both online and
offline ...

52. ... and social media helps by
boosting the spread of news ...

53. ... and increasing your
reach dramatically ...

54. Greatly improve your
search engine optimisation

55. The more links to your
site, the higher Google
will rank you...

56. ... using social media
creates a greater number
of links to your site ...

57. ... this is boosted further if
you include keywords in
your sm strategy ...

58. How do
you get
started
?

59. Don’t
Dive
In!!!

60. Make sure you’re
ready for it

61. Accept you can’t control
the conversation

62. Understand that it’s far
more than a simple
marketing or pr tool. It’s
a new way of
communicating

63. Commit to the long term

64. Be prepared for the good
and bad

65. Be prepared to listen

66. Allow it to grow
organically and be open
to wherever it takes you

67. Ensure you have the
internal resource to
support it

68. Getting started

69. Develop your
strategy. What are
your objectives?
What do you want
to achieve? How
you will measure it.

70. Find where your
audience is and be
there

71. Who should be responsible internally?
Ensure they understand what’s expected

72. It can be
addictive, so
decide how
much time is
acceptable and
stick to it

73. Listen and engage
with your
community. It’s a
dialogue, not a
monologue

74. Encourage sharing ... this is what
helps build your community and
increase awareness

75. Be real and authentic ... people
connect with people so let your
brand personality shine through

76. Social media isn’t a quick fix. It’s a
marathon not a sprint

77. The
Tools

78. Social
Widgets
Networking
Chat Rooms Blogging
Micro
Forums Social Media Platforms Blogging
Podcasts RSS
Photo Sharing Video Sharing

79. Social
Widgets
Networking
Chat Rooms Blogging
Micro
Forums Social Media Platforms Blogging
Podcasts RSS
Photo Sharing Video Sharing

83. over 50 million members in over
200 countries and territories
around the world

84. A new member joins Linked In
approximately every second

85. Executives from all Fortune 500
companies are Linked In
members

86. Many employers use Linked In as
their primary recruitment tool

87. What can you use it for?
Connect and engage with professionals
Notify contacts of news, blog posts etc
Increase traffic to your website
Crowd source by asking questions of your network
Connect with like minded people through Linked In
Groups
Showcase presentations and you blog
Run polls

88. Create a detailed profile with an
interesting headline. You want to
capture interest, so be
interesting. Keep it active by
regularly updating the status

89. Write the profile in the first
person and capture your
personality. You want people to
connect with YOU

90. Also create a company profile to
provide more detail on your
business and use the personal
profile to focus on you

91. Linked In is fully searchable, so
optimise the profile with
keywords

92. Use the same avatar that you use
on all other profiles for personal
brand consistency

93. Don’t underestimate the power of
a recommendation. Encourage
those you’ve worked with to
recommend you and recommend
others

94. Add your website and blog URLs
to improve traffic and link
everything up

95. Join groups, the more the better.
Join in with relevant
conversations where you can
add value

96. Once you’re accepted, grow your
network by connecting with other
group members

97. Gain credibility and influence by
starting your own group in your
specialist area. This is also a
great way to connect to new
people within that niche

98. Decide on your Linked In
‘connecting’ strategy. Do you
want to accept every request or
only connect with people you
have already met?

99. Make the most of the ‘ask and
answer a question’ feature. The
more you answer, the more likely
your answer will be marked ‘the
best’ and appear in your
networks streams

100. Use applications: books you’ve
read, blogs, slideshare, box.net,
company buzz, travel details. All
help to enrich the content

103. More than 300 million
active users

104. 50% of active users log
onto Facebook every day

105. The fastest growing
demographic is 35 years
and older

106. If Facebook were a country it
would be the 8th most
populated place in the world,
just ahead of Japan

107. Powerful business to
consumer communication
tool, but there have been
some good results in
business to business

108. What can you use it for?
Find people that share your business interest
Network, connect and pose questions in your ‘status’ field to
start a dialogue
Create a Facebook ‘page’ for your company and encourage
people to be come brand advocates through the ‘fan’ feature
Start a group around a particular interest
Make the most of the applications
Link with your blog and website to increase traffic
Run polls

109. Facebook is a powerful
business to consumer
communication tool, but there
have been some good results
in business to business

110. Use the same profile picture
as other profiles and add
your professional info in the
first person. Forget the
business speak and ‘write as
you talk’

111. Think about how public you
want the profile to be. Do you
want it to be read by those
outside of Facebook? Make
sure you’re comfortable with
your privacy settings

112. Find new connections by
searching for company
profile pages and adding
relevant people ...

113. ... search for groups and
invite relevant people ...

114. ... review friends lists and
invite people to connect

115. But, remember quality not
quantity. A good experience
is dependent on the quality
of people in your network

116. As well as having a personal
profile page, create a
company profile page to
encourage brand advocates

117. Keep profiles updated with
news, opinion, links to
interesting content, blog
posts

118. Integrate your profile with
other social media platforms,
such as your blog, Twitter etc

119. Control your stream by
editing your news feed
preferences. Pick the
information you want to read

120. There are over 2000
applications and this list is
growing. Only use professional
apps that will add value to you
and your network

121. Join groups related to your
business and join the
conversation

124. The growth rate of Twitter
users from January to
February 2009: 1382%

125. The average number of
tweets per day: 3,000,000

126. A powerful networking tool
that allows you to engage
with influencers and people
in your network in real time

127. What can you use it for?
Connect with relevant people
Build brand awareness
Brand reputation management
New business generation
News distribution
Polls
Customer support
Specific product/service launch campaigns
Powerful search tools
Research though crowd sourcing

128. Use the same picture as on
other profiles and write a
good profile that succinctly
captures your personality
and professional description.
Add your website

129. Upload a branded
background that gives more
detail and contact details

130. To find people to connect
with, use the various search
tools available. Update
regularly and make the most
of Twitter Lists, Follow Friday
and recommendations

131. What to tweet?
Links to interesting content
relevant to your specialism

132. Your opinion and advice on
industry topics, events, news

133. Links to advice and tips,
either on your own blog or
others. Don’t be afraid to link
to competitors

134. Links to PR coverage, both
news or opinion pieces

135. Ask questions and respond
to others ... remember it’s a
conversation

136. Retweet (RT) other posts of
interest

137. Try to tweet a few times a
day and check regularly to
keep up with conversations.
Use apps to schedule tweets
to save time and spread
messaging

138. Blogs

140. Great example of
communication being about
a dialogue, not a monologue

141. Helps to establish you as an
industry influencer and
thought leader

142. Allows you to share news,
opinion and advice with your
community and allows them
to engage with you

143. RSS and email allows
subscribers to the blog to
receive updates as they
happen

144. To sum it
all up then

145. Social media has brought
about a fundamental
shift in how we communicate
and it’s here to stay

146. Many influencers and people
you want to connect with are
using it ...

147. ... and if you’re not engaging
with them, others will

148. You might
want to get
onboard

149. There are links to a few
useful Twitter tools at
the end of the
presentation.
Email me for a copy

150. Gemma Went
Red Cube Marketing
020 7993 4998
gemma@redcubemarketing.com
redcubemarketing.com
twitter.com/gemmawent
linkedin.com/in/gemmawent
facebook.com/gemmawent

151. Credits
Imagery from www.sxc.hu
Facts, stats and info (with thanks) from:
Marta Kaga, Time Magazine, Universal McCann
Nielsen Global Faces & Networked Places, 2009
Mark Zuckerberg, January 7, 2009
Neville Hobson, October 2009

152. References
A few Twitter search tools
TweepSearch great flexibility in terms of search and sort
TweetStats also good for this
Twitterrel focused tweet search to find people talking about related topics
Twits like Me Find people like you
Twellow A Twitter directory sorted by occupation
Just Tweet It A twitter directory sorted by interest
Twubble Find people who are compatible with your interests.
Twittie Me Search for similar users and advertise your twitter page
Twitdir Search for words in usernames, locations or descriptions
WeFollow Another directory that organises people by hashtags
Tweepsearch A new tool that searches keywords in biogs, useful

153. References
Twitter directories to add your profile
Twellow
We Follow
Just Tweet It
Mr Tweet
TweetFind
TwitterLinkUp
Twitr

154. References
Twitter clients
Tweetdeck is our favourite. You can also use it on the iPhone. You can also
post to Facebook and Myspace.
Seesmic
twhirl
twitterfeed
Mobile clients
iPhone
Tweetdeck
Twitterfon
Tweetie
Blackberry
TinyTwitter
Twitterberry
UberTwitter

155. References
Tweet scheduling tools
Tweetlater
Hootsuite
Monitoring tools
Google analytics
Google and Yahoo alerts
bit.ly
Tweetdeck (set up search columns)
Trackur
Buzz Stream
Meltwater
Cymfony
Digg, Technorati, Delicious & Reddit
Wiki containing a few others