Social Media and Social Networking: What is the business benefit for me? How do I get started? What tools should I use? What could go wrong if I just “get it out there” without a strategy? How much effort is this going to take? _How do I manage it? How do I know if I’m successful?

1. Getting Results from Social Networking John Whalen, PhD Director, User Experience and Design, e.magination

2. Webinar brought to you by: e.magination is a full service Web presence and applicationdevelopment firm offering persuasive design brought to life by innovative use of technology. Founded in 1992 50+ employees Largest Web Design Firm in Baltimore 2007 - 2009 Over 700 Web sites launched

3. And also brought to you by: I’ve used social to deliver social. Check out my favorites on slideshare: David Armano Marta Kagan Erin Malone Jesse McMullin Hubspot Tara Hunt Billy Fischer

4. Also brought to you by:

7. 100,000,000 videos (65,000 new videos/day) 200,000,000 blogs

8. 39% subscribe to an RSS feed 57% have joined a social network 55% have uploaded photos 83% have watched video clips

13. Agenda What is the business benefit for me? How do I get started? What tools should I use? What could go wrong if I just “get it out there” without a strategy? How much effort is this going to take? How do I manage it? How do I know if I’m successful?

14. ROI

15. 70,000 Ideas for Starbucks

16. Benefits of Using Social Media

17. Benefits of Using Social Media

18. Lead Generation: Content -> Customers

19. Google Optimization

20. More blogging means more visitors…

21. Social is to $ as PPC is to $$$

22. Why social media? Incredible growth in usage Lead Generation Low cost Build community Demonstrate expertise Listen to your audience Highly targeted

23. Fencing Company

24. Social Media Penetration

25. Agenda What is the business benefit for me? How do I get started? What tools should I use? What could go wrong if I just “get it out there” without a strategy? How much effort is this going to take? How do I manage it? How do I know if I’m successful?

26. How to get started

27. Places to Listen Twitter Blogsearch.google.com

28. Participate in Q&A

29. Know how your audience participates

30. Determine how you’ll participate

31. Be Useful

32. Think Reference (that is SEO tuned)

33. Where

34. Measurement: Return on … Engagement? Long Term: Leads > Customers Short Term Views Comments Uploads Reviews Retweets

35. Agenda What is the business benefit for me? How do I get started? What tools should I use? What could go wrong if I just “get it out there” without a strategy? How much effort is this going to take? How do I manage it? How do I know if I’m successful?

36. WIIFM?

37. Think like your audience

38. Think about what gets shared

39. Think about goals Lead Generation Low cost Build community Demonstrate expertise Listen to your audience

40. Build a Web Strategy e.magination recommends: Know your goals Know how/where your audience is in the social space Figure out who’s making the content Know your metrics for success

41. Agenda What is the business benefit for me? How do I get started? What tools should I use? What could go wrong if I just “get it out there” without a strategy? How much effort is this going to take? How do I manage it? How do I know if I’m successful?

42. The Tough Questions Who will utilize social media? Do you need an internal policy? Who will be responsible? How can we fit this into your day? How will you handle negativity? Are you willing to take risks? How will you measure the results?

43. What can you continually produce? Publish list of links Take recent experience and share it Answer questions you received recently Comment on other articles Check your email outbox

44. Who else could produce the content? Your friendly neighborhood consultancy… Starts with an “e.” Ends in “magination”

45. Agenda What is the business benefit for me? How do I get started? What tools should I use? What could go wrong if I just “get it out there” without a strategy? How much effort is this going to take? How do I manage it? How do I know if I’m successful?

46. What was the goal? Lead generation Thought leadership Building Community Leads

47. Twitter Followers?

48. Blog Followers?

49. Customers!

50. Don’t forget the non-financial impact

51. In Summary Listen Know your audience Answer “WIIFM” Plan Know your goals Know how/where your audience is in the social space Figure out who’s making the content Know your metrics for success Create, Experiment Be authentic, speak like a human, give to get Experiment, Measure and Adjust Manage Well Learn how to effectively participate socially Have your site ready for conversion It’s a slow process Be ready to answer ROI questions

52. Thank you! John Whalen, PhD Director, User Experience Twitter: @johnwhalen Email: john.whalen@emagination.com LinkedIn: http://www.linkedin.com/in/johnwhalen