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Welcome to the future

Social media for small business Presented by Nancy Sagar September 9, 2008


Hello! Quick intro


112.8 MM blogs

66 MM users

100+ MM/day


In 2008, if you’re not on a

social networking site, you’re not on the

internet.

IAB Platform Status Report: User Generated Content, Social Media and Advertising ‒ An Overview, April 2008


It seems obvious for Southwest


Or Zappos


Or TV fans


But really, WIIFY?* *What’s in it for you, the small business owner?


If networking and sharing ideas is important to your business, social media is COMPLETELY important. In the real world you’re limited by physical constraints. On the web, you can reach an exponentially larger audience.


You’re just doing it online.


People buy from people. And social media can help you connect with those who can ! 

Buy

! 

Influence

! 

Introduce

! 

Partner

! 

Promote

! 

Hire

! 

Work for


What’s in your marketing plan? Grow revenue? !  Find new qualified prospects? !  Differentiate from your competito?rs? ! 

! 

Raise awareness for your company Build closer relationships with prospects, customers, clien?ts, journalists, your industry, your community

! 

Recruit new talent?

! 


Social media presents a real opportunity to market your business and yourself


3

practical ideas to get started


Today’s Game Plan

Leverage LinkedIn Blog for Business Generate Publicity


But first: “What is social media, anyway?” “People communicating online”


Old School


Old School


Old School


New School


There are thousands of fantastic new services out there all built around this idea of communication‌ I’m going to give you a VERY FAST tour around the world.


!  Blogs !  Social

networks !  Content communities !  Social bookmarking !  Social news !  Social commerce !  Microblogging !  Podcasts !  Wikis


!  Blogs !  Social

networks !  Content communities !  Social bookmarking !  Social news !  Social commerce !  Microblogging !  Podcasts !  Wikis


!  Blogs !  Social

networks !  Content communities !  Social bookmarking !  Social news !  Social commerce !  Microblogging !  Podcasts !  Wikis


!  Blogs !  Social

networks !  Content communities !  Social bookmarking !  Social news !  Social commerce !  Microblogging !  Podcasts !  Wikis


!  Blogs !  Social

networks !  Content communities !  Social bookmarking !  Social news !  Social commerce !  Microblogging !  Podcasts !  Wikis


!  Blogs !  Social

networks !  Content communities !  Social bookmarking !  Social news !  Social commerce !  Microblogging !  Podcasts !  Wikis


!  Blogs !  Social

networks !  Content communities !  Social bookmarking !  Social news !  Social commerce !  Microblogging !  Podcasts !  Wikis


!  Blogs !  Social

networks !  Content communities !  Social bookmarking !  Social news !  Social commerce !  Microblogging !  Podcasts !  Wikis


!  Blogs !  Social

networks !  Content communities !  Social bookmarking !  Social news !  Social commerce !  Microblogging !  Podcasts !  Wikis


3 big concepts underneath these tools


1. RSS !  !  ! 

Subscribe via email Read it in my RSS reader Add it to a web page


2. Collective wisdom


3. SEO, baby!


CONTENT

LINKS

! 

Plentiful

! 

100s ‒ 1,000s to rank highly

! 

Updated frequently

! 

Variety of reputable sites

! 

Focused on specific topics

! 

Accumulated over time

! 

Keyword-rich

! 

To different pages

A blog produces 100s of pages of focus, current content for your website

Profiles on LinkedIn + other social services (you + employees);

Content lives forever

Links from other bloggers who quote you, engage in converation, or add you to their blogroll

Can develop content for specific keywords

Links when stories are picked up in multiple search engines;

Links from people sharing your content with their networks

Google has >68% of the search market and the dominant search engine for business users


Today’s Game Plan

Leverage LinkedIn Blog for Business Generate Publicity


THE business social network


THE business social network !  90,000

professional groups (launched in June) !  86,000 companies (beta) !  Average age: 41*

*New York Times, 6/18/08 **As of mid-August 2008


Cold calls or warm leads?


LinkedIn lands CNBC deal Financial channel will air content generated by site's 27 MM members Thursday, September 4, 2008

CNBC has entered into an alliance with LinkedIn under which the financial news channel will air content generated by the professional networking site's 27 million members. CNBC...will integrate LinkedIn's networking functionality into its website CNBC.com, enabling users to share and discuss news with their professional contacts. Community-generated content such as survey and poll results from LinkedIn will be broadcast on CNBC, while the latter will provide LinkedIn with its programming, articles and blogs, and financial data and video content. "We will be able to draw out insights from LinkedIn's global user base to generate fascinating new types of business content for CNBC to broadcast," said CEO Dan Nye. In July, it entered into an advertising deal with the New York Times. In June, it raised $53 million from investors, led by private equity firm Bain Capital. Late last year it landed a deal with BusinessWeek magazine enabling users to hover their mouse over a company name in an article and track down people connected with the company who are LinkedIn members.


Issue 1: Are you visible?


The easiest way to show up at the top of search results

The easiest way to show up at the top of search results


People buy from people! ! 

Branding opportunity

! 

Improve your “findability”

! 

Keep in touch

! 

Discover new connections


Upload contacts? YES!

You’ll be able to select individual recipients when you upload.


Prospecting & networking for leads, clients, partners, employees


Search for companies by name, location, industry, or size


Company profiles


Use ANSWERS for knowledge, prospecting, or building your network


Service providers: List yourself or search for others


GROUPS: Great new feature


Network message feature !  Recruiting

needs !  Vendor recommendation requests !  Announcements about your business !  Other alerts and questions


“What are you doing?” Quick tidbits ! 

New services or products you’re offering (“Launching a new service for Market A”)

! 

Heading to such-and-such conference ‒ let me know if you’ll be there

! 

Recruiting a new (position)

! 

Looking for a business partner to perform X


Sample weekly email

Profile updates

New connections

“What are you doing” status Groups joined New recommendations


Treat it like real networking.

It is.


Today’s Game Plan

Leveraging LinkedIn Blogging for Business Generating Publicity


! 

73% of active online users have read a blog* *But many others don’t even realize it

! 

45% have started a blog

Universal McCann Comparative Study on Social Media Trends, April 2008


110-200 million blogs out there


18-month growth

Among active internet users. Universal-McCann study.


“At least a third of my job needs to be spent on communication. There are a lot of ways to do that, (such as) emails, phone calls, and speaking publicly. A blog is just another tool to do what a good CEO does: communicate.” Michael Hyatt, CEO of Thomas Nelson Publishers “Part of the job of a CEO is to explain your mission and actions to the public. Why wouldn’t you use one of the greatest communication tools that exists to do that?” Paul Levy, CEO of Beth Israel Deaconess Hospital Source: http://blog.holtz.com/index.php/weblog/comments/no_time_for_blogging/


So many benefits‌ So little time!


Brand. Dierentiate. Show up!


Establish thought-leadership


36% of online users

think more positively about companies that have blogs

Universal-McCann study


Create a local presence


Create an asset ! 

Each post is a page

! 

Posts live forever

! 

Encourages links

! 

Google likes updates


Shareable


Shareable Share Repurpose Read Add Promote


RSS IN ACTION

Blog


RSS Reader


friendfeed


delicious


He Tweets


I receive


The meat in your online marketing plan


1. Listen


!  Sign

up for a Google account !  Click “Reader” and set up a Google Reader account !  Click “discover” !  Enter a search term !  Voila! Click subscribe.

1. Listen


Look for me!

! 

Google blog search

! 

Your competitors

! 

Technorati

! 

Your business partners

! 

Google news & blog alerts

! 

People you know

! 

search.twitter.com

! 

Marketing experts

! 

Newspapers

! 

Blogrolls

! 

Trade publications

! 

Big companies in your space


2. Comment


3. Publish 1.  2.  3.  4.  5. 

Strategy Setup Content Publish Publicize


Company site

Blog

Siblings with links


Or the website itself


It can be really easy


The Big Idea Board

What should we write about?


The Big Idea Board Your business: News Solutions you’ve implemented Speaking engagements or events you’re attending Awards or nominations New service, product, location New hires, partnerships, clients New material you’ve published Milestones you’ve hit


The Big Idea Board Your industry: Trends and how you’re responding Industry news Your opinion on the news Learnings from others in your industry A preview of upcoming industry events Live and post-event wrapup


The Big Idea Board Business in general: Your review of a popular book and its concepts General business trends Problems you face and how you solve them Other companies that intrigue you Share posts written by people you admire Link to posts to foster dialog


The Big Idea Board Your community: Stories about your clients / customers Stories about your business partners Tidbits about your local community Employee accolades Reviews of other products/services Video testimonials from your customers A day in the life


The Big Idea Board Strategic subjects: Posts that focus on keywords Popular news of the day Find a YouTube video you find inspiring A SlideShare presentation about a relevant topic Share photos that are meaningful to your business Ask a question Play devil’s advocate


The Big Idea Board Record & transcribe

Write 2 at a time Ask for ideas


Share a video!


How often? !  !  !  ! 

!  ! 

Check your competition 1-2/week in SMB is normal “Breaking news” = 24hr coverage More posts = more opportunity

Schedule it! Be consistent!


Remember:

Your blog is your brand


Be alert! Color scheme / design Too personal Where’s the beef? Errors


Improve your mileage ! 

Link to your blog on LinkedIn & other networking sites

! 

Ask employees to link to it in their social profiles; ask them to subscribe & participate

! 

Add the URL to your email signature, business cards, web site, literature and any campaign you run

! 

Send a personal email to your network; encourage them to participate


Improve your mileage ! 

Offer subscription by RSS and email

! 

Add social widgets at the footer of each post

! 

List it in Google blog search

! 

Claim it in Technorati

! 

Sign up for Feedburner and use their ping service to notify blog search engines about your post

! 

Submit posts to social news & networking sites


Improve your mileage ! 

Sign up for FriendFeed and import your feed

! 

Use Feedburner widgets to cross-promote your posts on your home page and throughout your site

! 

Create simple interviews and post them to YouTube and your blog

! 

Comment on other blogs and share your ideas

! 

Promote posts on Twitter

! 

Talk it up!


Listen Comment Publish


Today’s Game Plan

Leverage LinkedIn Blog for Business Generate Publicity


Old PR “In the old days, a press release was – shockingly – actually a release to the press.” David Meerman Scott, “The New Rules of PR”


New PR

Prospects, customers, web searchers, bloggers, even journalists


“Most PR folks don’t read blogs and certainly don’t understand them. All they see is a Google alert with their client’s name & rush to put out a fire.”

That leads to the occasional massive clusterfuck and some truly hilarious moments. The relationship between bloggers and PR firms is shaky at best. Don’t hire PR help until the volume of inbound requests by press are simply too much to handle without help. Start reading blogs and other publications. This should be fun for you. You’ll see links to other relevant sites, and before long you ll understand who’s who in the space, get a feel for personalities and passions, etc. Better yet, start your own blog and link appropriately.

From TechCrunch by Michael Arrington, August 13, 2008 http://www.techcrunch.com/2008/08/13/the-pr-roadblock-onthe-road-to-blissful-blogging/


The New PR:

Go direct!


Meet the

“social media release�


Hello, world! ! 

In main Google search engine results

! 

In Google news searches & alerts

! 

In RSS feeds displayed on other news sites

! 

In searches for RSS feeds in any RSS reader

! 

In feeds to bloggers, consumers, online news sites, journalists


Distributed online for nominal cost Links

Blog this and social media sharing options Photos, graphics, video attachments

Trackbacks Technorati tags

Links to other releases Home page


About PRWeb ! 

Indexed by major search engines

! 

Distributed to Google News, Yahoo News, 1000s of other news sites

! 

More than 35,000 bloggers, journalists and other subscribers receive breaking news releases on > 250 topics

! 

Incorporates social media tools

! 

Offers SEO tools to help you optimize each release

! 

Offers an upgrade to distribute via AP and BusinessWire


Here’s the release on PRWeb.com


Google News (keyword for this search = oncology)


Picked up by various industry sites


The Big Idea Board

What stories should we tell?


The Big Idea Board

easy ‌ see blog recommendations! Think like a publisher!


Technobabble !  Know

your keywords

!  Think

like your customer !  Research !  Optimize

for those keywords

!  Headline,

description, first paragraph, links !  Use the keyword tools !  Leverage

your links


Google News (keyword for this search = oncology)


Final steps 1. 

2. 

Write a great release ! 

Neutral

! 

No geek-speak

! 

Write it for your target audience

! 

Include a call to action

Add it to your site


Whole release on its own page (no PDFs)

Home page

News section


Don’t worry if you don’t get “traditional” ink. Links + content count. Keep at it!


Conclusion

It’s not a fad.

It’s a fundamental shift in the way we communicate.


Budget: Base it on your goals How important?

! 

Generating leads

! 

Building a brand, credibility, message, point of differentation

! 

Expanding your influence geographically

! 

Building relationships

! 

Networking


How about metrics? Qualitative

Quantitative

Feedback from customers, clients, employees, community

! 

Unique visitors, repeat visitors

! 

Page views

Does it strengthen your message?

! 

Posts, trackbacks, comments

! 

Does it strengthen your positioning?

Incoming links

! 

Google PageRank

! 

Does it help you connect with other professionals?

! 

Technorati Ranking

! 

Subscribers

! 

Does it support your goal to communicate vision and gain visibility?

! 

Qualified leads

! 

New customers

! 

Revenue

! 

! 

! 


Do I need an

agency or

consultant?


Next Steps 1. 

Use LinkedIn to be found, network, prospect, get referrals, build your visibility

2. 

Read blogs, comment, and then start publishing content to differentiate you, communicate your vision, generate traffic and establish thought-leadership

3. 

Publish social media releases to tell your stories directly to your audience


Don’t forget!

!  !  ! 

Link to everything, everywhere It’s your role to communicate You’re gaining leverage to build your business


“If you don’t like change, you’re going to like irrelevance even less.” General Eric Shinseki, Chief of Staff, U. S. Army


Q&A


Image Credits Cover: Hyperspace: http://www.flickr.com/photos/eole/380316678/sizes/l/ Introduction !  Sculpture Myth (Sphinx) by Marc Quinn at Chatsworth House, Derbyshire - IMG_103 http://www.flickr.com/photos/twentytrees/1602662740/ !  Twitter People: http://www.flickr.com/photos/mallix/2586969604/ !  Talk nerdy to me: http://www.flickr.com/photos/kitta/30642918/ !  Tired guy: http://www.flickr.com/photos/timcaynes/96735676/ What is Social Media? !  Twitter Icons: http://www.flickr.com/photos/luc/1824234195/ !  Typewriter: http://www.flickr.com/photos/olivander/525205636/ !  Stay behind the fence: http://www.flickr.com/photos/revjim/109923068/ !  Conversation: http://www.flickr.com/photos/briansolis/1411905457/ !  Conversation on the Streets of New Orleans: http://www.flickr.com/photos/chuckp/83230785/

LinkedIn !  Treat it like real networking: http://www.flickr.com/photos/urbanmixer/1999518968/sizes/l/ Blogging !  Entering the conference: http://www.flickr.com/photos/respres/2181033880/ !  Cherries: http://www.flickr.com/photos/28481088@N00/2637583037/sizes/o/ !  Pug Calendar: http://www.flickr.com/photos/bugbunnybambam/2049847071/ !  Wet steps: http://www.flickr.com/photos/neil_b/106927604/ !  Share: http://www.flickr.com/photos/gi/371912/ !  Steak: http://www.flickr.com/photos/anotherpintplease/2186673560/ !  Your blog is your brand: Lego man: http://www.flickr.com/photos/dunechaser/160405716/

Generate Publicity !  Skull in Tree: http://www.flickr.com/photos/paopix/202256047/ !  Brick Wall: http://www.flickr.com/photos/zen/1009252655/ !  Bike: http://www.flickr.com/photos/janthemanson/103570330/ !  Audience: http://www.flickr.com/photos/adactio/1258391607/sizes/o/ !  Gnomes: http://www.flickr.com/photos/b-tal/166062684/sizes/l/ !  Geisha: http://www.flickr.com/photos/24443965@N08/2383754739/ Conclusion !  Silhouettes dancing: http://www.flickr.com/photos/raysto/40525426/ !  Money! http://www.flickr.com/photos/tracy_olson/61056391/ !  Fire: http://www.flickr.com/photos/millzero/705902956/ !  Every Pebble Tells a Story: http://www.flickr.com/photos/pietroizzo/281276147/ !  Apple and orange: http://www.flickr.com/photos/davescunningplan/309439903/ !  Vanilla Ice Cream: http://www.flickr.com/photos/laffy4k/448920796/ Not used, but still terrific !  Tunnel: http://www.flickr.com/photos/innoxiuss/1419504712/ !  Bird in Flight: http://www.flickr.com/photos/frielp/52697187/ !  Virus: http://www.flickr.com/photos/twenty_questions/2192450204/ !  Listen: http://www.flickr.com/photos/iguanajo/43077421/ !  Women: http://www.flickr.com/photos/laughingsquid/2748031078/ !  Forgotten TV: http://www.flickr.com/photos/autowitch/4272852/

All other images were purchased from BigStockPhoto.com.


Thank you! Nancy Sagar Interactive Marketing & Social Media Consultant nancysagar@gmail.com (480) 219-9695 x 705 (oďŹƒce) Connect with me on LinkedIn, Twitter, FriendFeed and many other social services!


Teaching Social Media to SMBs