Recommended
Recommended
More Related Content
What's hot
What's hot (19)
Viewers also liked
Similar to Get Your Brand On
Similar to Get Your Brand On (20)
Recently uploaded
Recently uploaded (20)
Get Your Brand On
- 3. “ I realize everyone is telling you social media is a unicorn…
- 4. … .but maybe it’s just a horse?” – Jay Baer social-media strategist
- 6. The Tools Brian Solis Conversation Prism
- 14. The Keynote
- 15. The Coffee Shop
- 16. The Backyard BBQ
- 22. Get Your Brand On
- 23. Thanks www.duncanday.com www.slideshare.com/DuncanDay www.facebook.com/duncanday www.twitter.com/duncanday www.linkedin.com/duncanday
Editor's Notes
- Start off with a question. Show of hands…how many of you have heard about this whole social media thing? Unless you’ve just completely tuned it all out, I’d think just about everyone has at least heard some joke about twitter… and how many actually have an active account on one of these platforms (twitter, facebook, linkedIn, youtube, flickr, a blog maybe) or any other network that can fall under the social media umbrella? How many of you think these are a waste of time and just an annoying habit some of the people in your family have at the dinner table? Honestly? Don’t worry I wont be offended. Okay, how many believe they have the potential to supplement some area of your business? In full disclosure, this is what I’ll be trying to convince you of today. I’ll take you through some of the tools…if you’re familiar at all with them, this won’t be anything new to you, but bear with me…then I’ll talk a little bit about why it matters…why so much talk goes on about this social media movement, and then submit to you some ways I think it can benefit your business. Then very briefly give you a few key components to a successful social media effort. If you’re just dipping into this stuff or getting curious about this, I think this will be really beneficial to you, for those who have been chuggin along on these platforms for a while, you know these talks about social media are a dime a dozen, but I still go to them and pick up a thing or two every time so I hope you will too. To that point, what I really want to convince you of, as the title suggests…is to get your brand on--get it online, set up an account and start playing around with these tools because it’s one of those things where you can listen to some schlub like myself give a hundred of these things, but you’ll never get past go if you don’t stop feeling out the waters. Just dive in and see where it takes you. If you’re convinced it can benefit your business, but you don’t have the resources to pull it off on your own…Duncan/Day would clearly love to help you out. Whether it’s just coming up with a strategy, launching and handing you the controls, or doing a full hands on effort, we have flexibility as to how we can help you out, price points you can work with, etc. so just let us know.
- If you have any interest there at all, it’s completely accessible. Just the nature of the tools make it easy to access information on how to use them…all it takes is some, what I like to call (generative googling) you search social media…alright it turns up a wikipedia link, I find some other ideas and search terms in that article. Then I go google those terms…say social media for SMBs. Okay read about that…find 20 tools for 20 of the best facebook tools out there. Okay…and so on. Let one search lead to another, and it’s amazing what you can find. It’s something that’s real. Tangible and ready to work for you.
- So if social media isn’t some pie in the sky concept…what is it? Well, in the spirit of having a pure talk on social media, I’ll use a SM tool. The wikipedia definition of social media makes some very important distinctions and clarifications about social media. And this is just a part of about 5 pages of history and more detailed talk about social media. But wikipedia says social media use…web-based. Blah blah. I think that’s a pretty profound definition because it talks about what social media does, it cuts down to some of the core concepts/benefits as they relate to the medium and the purpose/what they’re trying to accomplish.
- © circa 2006 or ‘08, and these are just a sample of what’s out there now. There are sites added what seems like weekly…some have failed, or are failing. There is obviously going to be some crossover between the tools. Some do multiple things, they play off each other in many cases and some can be used across networks. But the main story of this graphic, I think is just that there are so many of these tools that can be used for so many different things. Now I’m not saying they’ll have value for everyone. Some honestly don’t have value for anyone. But I think there are a few that can be used and effective in virtually any industry. A few of these include blogs, a microblog (e.g. twitter)m social and niche network like facebook and LinkedIn respecively. Video, wiki’s, photo sharing, customer service/review networks like yelp…who recently connected with facebook by the way. And don’t worry, I won’t talk about all of these…there isn’t nearly enough time, and I would seriously doubt you have the patience. In my view, and where some of the big players like facebook and Twitter are going is to integrate a lot of the things these smaller networks offer into an application on their platform. Or they will acquire some of the smaller companies and others will just kind of go away. So, as I was saying…we’re going to touch on the bigger ones that will likely be around for some time to come.
- But It’s not just about the sheer numbers. As I’ll show you in a few slides, it’s about the value these tools can bring to your business in a number of areas. And not just marketing. LinkedIn over 70 million users, executives from all fortune 500 companies are LinkedIn members.
- Shift in the way we communicate Change in the way we interact Now if you’re not on Facebook, GenX,Y and millenials consider you as being weird or having something to hide…this is where it’s going with businesses too. Not too far off. If people search your name and you don’t show up, they wonder if there’s something wrong with you. Not responding to a comment or post within a day is generally considered socially improper. Dunbar’s theory says we’re only capable of maintaing 150 inter-personal relationships at a time …t his was when relationships were stronger…the kind where you k n ow each person by name and how they relate to every other person. Morten Hansen’s theory: the most beneficial networks are built from weak ties. Because they’re more likely to build bridges to other worlds we normally wouldn’t walk within. Strong ties usually lead us to the same people and things we already know. For better or worse, I think that’s what social media is enabling us to form a massive network of weaker ties. It takes less time and we can have more of them. This is a better environment for business. People don’t have to come in and personally meet everyone at your company.... We actually acquired our 2 nd largest client from an interaction on facebook Because people are changing, so is the way we do business. I don’t care what industry you’re in. Your business is dependant on the relationships you have with people. Companies are using these social tools to do all sorts of things. Hiring, Industry intelligence, customer service, marketing, PR/CRM, lead generation. If you’re not on them you’re at a disadvantage. The cost to participate in many of these is close to free. Like it or not, there’s a conversation going on about your brand out there. You can ignore it, but you’re missing an opportunity to be a part of the conversation and influence the tone of the conversation.
- Now if you’re not on Facebook, GenX,Y and millenials consider you as being weird or having something to hide…this is where it’s going with businesses too. Not too far off. If people search your name and you don’t show up, they wonder if there’s something wrong with you. Not responding to a comment or post within a day is generally considered socially improper. Dunbar’s theory says we’re only capable of maintaing 150 inter-personal relationships at a time …t his was when relationships were stronger…the kind where you k n ow each person by name and how they relate to every other person. Morten Hansen’s theory: the most beneficial networks are built from weak ties. Because they’re more likely to build bridges to other worlds we normally wouldn’t walk within. Strong ties usually lead us to the same people and things we already know. For better or worse, I think that’s what social media is enabling us to form a massive network of weaker ties. It takes less time and we can have more of them. This is a better environment for business. People don’t have to come in and personally meet everyone at your company.... We actually acquired our 2 nd largest client from an interaction on facebook Because people are changing, so is the way we do business. I don’t care what industry you’re in. Your business is dependant on the relationships you have with people. Companies are using these social tools to do all sorts of things. Hiring, Industry intelligence, customer service, marketing, PR/CRM, lead generation. If you’re not on them you’re at a disadvantage. The cost to participate in many of these is close to free. Like it or not, there’s a conversation going on about your brand out there. You can ignore it, but you’re missing an opportunity to be a part of the conversation and influence the tone of the conversation.
- Talking about the business value of social media… Talk about how it levels the playing field because companies don’t have to make big media buys. The playing field is level. It’s all about content.
- Talk about how it levels the playing field because companies don’t have to make big media buys. The playing field is level. It’s all about content.
- Have to have some direct connection with the person. Even have a list of choices to choose from. Higher barrier to friendship…but may mean the friend will be more beneficial to you. The people you would be willing to help out. Finding a job, business development, can recommend people, it shows your relationship to others…friend of a friend, of a friend, etc. is shown. Will tell you You-->Joe Scmho--> Mary D. Great conversation starter, etc. I’ll tell you this, for professional networking, this tool is second to none, has tremendous potential for recruitment and lead generation. Everyone in this room should have a profile on linkedIn. LinkedIn over 70 million users, executives from all fortune 500 companies are LinkedIn members. 51% 100K+, 77% college/post grad degree, 32% middle management or above…avg age= 43. Self proclaimed: world’s largest audience of influential, affluent professionals…that’s you guys. If you don’t do anything else I talk with you about today, I’d ask that you take 15 minutes…set up a basic LinkedIn profile and start using it. Hopefully, you will see the value and possibly warm up to the idea of social media in general and some of these other tools.
- People are very hesitant to start a blog. Worried about the time, writing skills, if they have something interesting to say, etc. I’d say don’t be…you can work with someone like Duncan/Day to develop content and ideas. Important to set up an editorial calendar with topics that aren’t time sensitive…for things that come up and get hot, you can be flexible enough to address these time-sensitive topics as they come. Also, depending on your industry, pay attention to holidays, major events, etc. that can give opportunities for timely topics. Important that if you collaborate with someone to produce content that there is a designated spokesperson and a face behind the blog…content should be in the appropriate tone and style so that it’s appropriate for the spokesperson. This is really the cornerstone to success in the social media realm. Provides thought leadership, opportunities for interaction, feedback, etc. really legitimizes your efforts. It is the most time-consuming part of a campaign so many times it is pushed aside due to the resources it requires, but it’s worth it. It’s like your newsletter, but something people will hopefully want to share…and backed by your efforts across social networking platforms, if you have good content and are able to build relationships with other bloggers and influencers, it should spread.
- The coffee shop I’ve heard it called the water cooler, but I think that furthers the common misconceptions about twitter. It’s not about letting people know you’ve just flossed your teeth. It’s about sharing something worthy of remark. Something that people will want to spread. Follow people who are interesting…people in your industry. Or businesses in some way related your industry…supplemental/peripheral orgs, regulators, industry pubs, etc, etc. You go in, meet with people, have some high-brow discussion about a variety of topics, maybe overhear some other conversations or something that interests you that you can put in your own words and pass on to a friend at a later time. My point is that it’s not just sharing what you had for breakfast, and that you’re going to the dog groomer at noon. The conversations you have at a coffee shop aren’t all small talk, you may touch on a variety of topics fairly briefly, but they all will have some substance to them. Another big point is that how many times do you go to a coffee shop, do a little ease dropping and learn something. It’s amazing what you can learn by just listening in/monitoring twitter every day. There’s a great application called tweet deck that notifies you in a little pop up window every time a person you’re following says something. And this gets to the point…Choose your friends wisely. The people you’re following really dictate how valuable twitter can be to you. Follow thought leaders in your industry. There are literally hundreds of twitter tools that you can use to search the platform for relevant people to follow. (list some twitter tools). Another analogy people make is that twitter is the water cooler…I like this analogy too because it gets the point across that it may be a brief few topics, but you can really learn something by going there at times during the day and listening to what’s going on. Another of it’s real benefits is the ability to monitor what’s being said about your brand/organization throughout the web, then respond/take action/start considering issues, etc. what’s being said. There are a number of tools for monitoring including twitter search, and other paid monitoring services that you or your social media partner (if you choose to get one) can use for reporting, measuring goodwill and mentions, etc. This is very powerful in that it gives you an opportunity to respond to people in real-time…through direct messages or @ replies. It’s remarkably efficient as a CRM tool, and shows that you care. There’s a famous example of the pie shop who was listening on twitter and heard that someone had complained that the bakery was out of a certain type of pie…(if you can find). Mention the 1/3,1/3,1/3 rule for content publishing.
- Fan Pages are the way to go Variety and consistency are key Content is king Avg. value of a fan is thought to be $136.38 Fans of a brand spend almost $72 more than non fans Fans 28% more likely than non-fans to continue using a specific brand Fans 41% more likely than non-fans to recommend a product to their friends.
- Now have tools that make finding these easier. Can get on and search by interest/topic. Plano Lego lovers has 100 members. I would venture to say that it’s stronger than ever because of the tools available to connect people online tend to spill offline and translate into in-person meetings at networking events like this. There have been times where I’ve been to a networking event and recognized someone from their twitter profile. May sound dumb to you, but I feel like I know them fairly well before I engage them face to face. At least know what they, do what their interests are, etc. makes for a much more substantive conversation and sometimes leads into finding new resources, collaboration opportunities or even lead generation.
- Every project has these 3 considerations to take into account. He says you can choose 2 if you’re lucky…the least flexible being quality, then #2 is time…cost and time related when consulting a 3rd party.
- Not only big brands. Not just small to mid-sized businesses or Mom and Pops. Not just cool brands, or ones with a young a young, hip consumer base. There’s a place for your business in the socialsphere, you just have to find it.