1. Social Media for Business 2010 Workforce and Economic Development Professional Development Conference April 29, 2010 Anthony Juliano Jeff Fanter

2. Hello!

3. A few definitions

4. What is Social Networking? Social Media? Web 2.0? Interactive Dialogue User-generated Web 2.0 Social Media LinkedIn MySpace Facebook Blogs Microblogs Photo/vid sharing Social Ntwrkg

6. What is Social Networking? “Social networking is people having conversations online” Social networking is your surrogate when you can’t be with your friends/family/customers/ prospects Social networking is a glass against the wall Social networking gives you permission to speak Social networking is your online resume

7. Social Networking - Pros Keeps your name in front of prospects/ customers Increases traffic to your website Helps you build relationships Allows you to actively promote services/products for sale Makes you “more human” Gives you insight into customers’/ prospects’/friends’ lives

8. Demands time and attention Takes time to build a presence Risk of “overselling” Blends the personal and the professional Must be carefully integrated with your larger marketing strategy May give your competitors insight into your business Social Networking - Cons

9. Social media is for real and it’s changing communication—and your business

10. How Social Media is Changing Your Business

11. Customers can easily communicate with each other…

12. …and you can listen in

13. Word of mouth travels much faster than ever before

14. There are an infinite number of messages competing for your audience’s attention

15. What’s the most interesting topic in the world to you?

16. You.

17. Web 2.0 is revolutionizing our expectations

18. “Interruption” advertising is becoming less effective

19. “You can buy attention (advertising). You can beg for attention from the media (public relations). You can bug people one at a time to get attention (sales). Or you can earn attention by creating something interesting and valuable and then publishing it online for free: a YouTube video, a blog, a research report, photos, a Twitter stream, an ebook, a Facebook page.” - David Meerman Scott

20. Recommended Strategies for WED

22. Members earning > $100K Source: Nielsen Claritas study as reported by CNN, Oct. 2009

23. “[B]eing on LinkedIn puts you in the company of people with impressive credentials: The average member is a college-educated 43-year-old making $107,000. More than a quarter are senior executives.” - Jessi Hempel, Fortune

25. Your profile is only the beginning

26. Status updates Integrated with Twitter Recommendations Introductions Answers Applications (SlideShare, Blog feeds) Events Groups Recruitment And much more What else can you do on?

29. Great for demonstration, instruction, entertainment

30. You can cross promote

31. Promotes your brand

33. Requires bandwidth

34. Requires skill and an investment in technology

36. Don’t just promote; give to get

37. “The networking that matters is helping people achieve their goals, so that over time, they’ll do the same for you.” - Seth Godin

39. Facebook Best for: Building relationships with a group of “fans” Pitfalls: Hard to engage audience unless they’re truly fans When “fan” group is very large, it’s hard to manage relationships with individuals Used more for personal networking

41. Information and education, not advertising

42. An experience that makes your audience want to connect with each otherREMEMBER: on Facebook—even with the recent changes—you don’t have customers, you have…

44. If you have fans, you may need a Facebook page If you just have customers, you may not If you have to choose, better to have customers and no Facebook page than have a Facebook page and no customers

46. Blogs

49. Specific topic

50. Listening and responding to the audience

51. Incorporating rich contentThe result: top-of-mind awareness, evidence of your expertise, relationship building

52. Niche social networks

56. Eight Keys to Social Media Success

57. 1. Make social media a priority—or don’t do it at all

58. 2. Be AUTHENTIC

59. 3. Give to get

60. 4. Carve out a niche

61. 5. Be prepared and willing to adapt as social media changes

62. 6. Don’t try to do everything

63. 7. Have a strategy

64. Marketing strategy Social media strategy LinkedIn strategy

65. 8. Decide how you’ll measure ROI

66. What’s your goal? More web traffic? Increased inquiries/sales? Media coverage? Fewer support calls/more self service? It should NOT be number of fans/friends/followers

67. Questions?

68. Thanks! Anthony Juliano anthonyj@asheragency.com Jeff Fanter jfanter@ivytech.edu