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Demystifying Social Networking
What is social media?

Two way communication…everyone has a voice and identity


   Interactive
   I       i
                                              User generated




   Self moderated




People                                Relationships
Brands




                                     Safety
Fun, Family, Entertainment



                                 ?
                                              Excellent Service




     Overnight Delivery
                             Low Cost
Brand You



Your reputation is your brand…

You are your own business…

We are all entrepreneurs
           entrepreneurs.


 “…To be in business today, our
 most important job is to be
 head marketer for the brand
 called 'You.”
                   - Tom Peters
How to Engage in Social Networks?

 Who                                    Context




            Listen             Engage




                         Learn
                          ea
Difference between social and professional networks?
The grey line of purpose


  Entertainment/Socializing                                                   Knowledge/Productivity



                                           Age                Geography



                                                              Function/
                                           Friends
                                                              Title



                                           Travel             Industry



                                           Nationality        Education


                                                              Professional 
                                                              Professional
                                           Sports             affiliations



    Separation b
    S     ti becoming even more pronounced
                  i                      d
    Context of relationship, behavior and mind space driving the clarity
Employees are part of the company brand


From IBM’s Social Computing Guidelines
       IBM s
(http://www.ibm.com/blogs/zz/en/guidelines.html )

 Be thoughtful about how you present yourself in online social networks.
                                                                     networks
 The lines between public and private, personal and professional are blurred in
 online social networks. By virtue of identifying yourself as an IBMer within a
 social network you are now connected to your colleagues managers and
        network,                                       colleagues,
 even IBM's clients. You should ensure that content associated with you is
 consistent with your work at IBM. If you have joined IBM recently, be sure to
 update your social profiles to reflect IBM's guidelines.
                                        IBM s guidelines



 “Add value”         “Respect”

        “Use your best judgment”
Social media: Surface people in your company


 “With the human faces coming forward due to social media
  With
 tools, the opportunity for employees to build real human
 relationships can be the most natural bridges for prospects to
 become customers.”
          customers ”
Companies becoming more transparent

 By way of social profiles & technologies, your people will be
                                             discoverable b
                                             di       bl by:


                                                  Customers

                                                     Partners
                                                     P t

                                                  Employees

                                              Even recruiters
Where did all the finance professionals go?




© 2007 LinkedIn All rights reserved.
Is this an audience open to your message?
Yes, but…be authentic




                              How can an airline
                              make you more
                              p
                              productive?




                    137 essay-length answers to Kelly’s question
                        essay length            Kelly s
                    Viral distribution of answers to 10,000’s more LinkedIn members
                    >100,000 visitors to the answers section, sponsored by SouthWest
Southwest Airlines Starts The Conversation

  137 Answers - in 7 Days
Be authentic with your audience
Combine message with desire to help…




                           How can we do
                           more to encourage
                           young people to
                           pursue careers i
                                          in
                           science and
                           technology?




                          CTR s
                          CTR’s for MSFT campaign were greater than 3%
                          3567 answers to Bill Gates’ question in one week
                          Increased daily PV’s for LinkedIn.com by > 5 times
Ways to engage your audience
Interact with your audience, give them a voice




   IoD members were already on
   LinkedIn
   Over 6,000 members
   70 new discussions per week
                      p
   75% visit weekly
   IoD can engage directly and listen
   to members needs
Engage with Knowledge
Polls and CNBC…




                        Use your
                        knowledge and
                        insight to engage
                        your audience
Ways to engage your audience
6 practical steps for marketers
Get your hands dirty




     1.   Sign up and connect to friends on the key social networks
     2.   Sign up and connect to trusted professionals on professional networks
     3.   Consciously build out your networks - connect to the influencers
     4.   Join groups & engage with people
     5.   Understand opportunities for virality
     6.   Focus on the authenticity of the dialog
Thank you




www.linkedin.com/in/kevineyres

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HKD2 - LinkedIn - Demystifying Social Networking

  • 2. What is social media? Two way communication…everyone has a voice and identity Interactive I i User generated Self moderated People Relationships
  • 3. Brands Safety Fun, Family, Entertainment ? Excellent Service Overnight Delivery Low Cost
  • 4. Brand You Your reputation is your brand… You are your own business… We are all entrepreneurs entrepreneurs. “…To be in business today, our most important job is to be head marketer for the brand called 'You.” - Tom Peters
  • 5. How to Engage in Social Networks? Who Context Listen Engage Learn ea
  • 6. Difference between social and professional networks? The grey line of purpose Entertainment/Socializing Knowledge/Productivity Age Geography Function/ Friends Title Travel Industry Nationality Education Professional  Professional Sports affiliations Separation b S ti becoming even more pronounced i d Context of relationship, behavior and mind space driving the clarity
  • 7. Employees are part of the company brand From IBM’s Social Computing Guidelines IBM s (http://www.ibm.com/blogs/zz/en/guidelines.html ) Be thoughtful about how you present yourself in online social networks. networks The lines between public and private, personal and professional are blurred in online social networks. By virtue of identifying yourself as an IBMer within a social network you are now connected to your colleagues managers and network, colleagues, even IBM's clients. You should ensure that content associated with you is consistent with your work at IBM. If you have joined IBM recently, be sure to update your social profiles to reflect IBM's guidelines. IBM s guidelines “Add value” “Respect” “Use your best judgment”
  • 8. Social media: Surface people in your company “With the human faces coming forward due to social media With tools, the opportunity for employees to build real human relationships can be the most natural bridges for prospects to become customers.” customers ”
  • 9. Companies becoming more transparent By way of social profiles & technologies, your people will be discoverable b di bl by: Customers Partners P t Employees Even recruiters
  • 10. Where did all the finance professionals go? © 2007 LinkedIn All rights reserved.
  • 11. Is this an audience open to your message? Yes, but…be authentic How can an airline make you more p productive? 137 essay-length answers to Kelly’s question essay length Kelly s Viral distribution of answers to 10,000’s more LinkedIn members >100,000 visitors to the answers section, sponsored by SouthWest
  • 12. Southwest Airlines Starts The Conversation 137 Answers - in 7 Days
  • 13. Be authentic with your audience Combine message with desire to help… How can we do more to encourage young people to pursue careers i in science and technology? CTR s CTR’s for MSFT campaign were greater than 3% 3567 answers to Bill Gates’ question in one week Increased daily PV’s for LinkedIn.com by > 5 times
  • 14. Ways to engage your audience Interact with your audience, give them a voice IoD members were already on LinkedIn Over 6,000 members 70 new discussions per week p 75% visit weekly IoD can engage directly and listen to members needs
  • 15. Engage with Knowledge Polls and CNBC… Use your knowledge and insight to engage your audience
  • 16. Ways to engage your audience
  • 17. 6 practical steps for marketers Get your hands dirty 1. Sign up and connect to friends on the key social networks 2. Sign up and connect to trusted professionals on professional networks 3. Consciously build out your networks - connect to the influencers 4. Join groups & engage with people 5. Understand opportunities for virality 6. Focus on the authenticity of the dialog