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7 Ways to Use Social Media
to Build Stunning Business and Personal Brands
I Will Tell You The Truth
         Today’s Truth
We’re In This Together
Why Social Media is Smart Business
Social media is Mass Media
The World According to Social media
                China
                  India
                    United States
                        Indonesia
It’s Not Just Kids
Social Media Gives Consumers Power
Customers Want To Interact
 93% of Americans believe a company
 should have a social media presence

 85% believe a company should be
 active with customers in social media

 56% feel a stronger connection with
 companies they interact with in social
 media


          Cone research of 1000+ americans. September, 2008
A New Way to Market




                The New Way:
 The Old
                 Use Human
 Way: Use
                Engagement to
Targeting to
                    Drive
 Convince
                Preference and
                   Loyalty
7 Ways To Use Social media
1. Reputation Management
Pay Attention

                1,311,407
                views &
                counting
REact Fast




In just a few days, Domino’s reputation was damaged. The
perception of its quality among consumers went from
positive to negative since Monday, according to the
research firm YouGov.
REact At The Flashpoint




Fired and Arrested. Store Shut Down and Sanitized.
Social Media
Makes Bad news
  Good News
Opportunity To Win Back Trust



   an absolute horrible stay.

  staff was consistently rude
      saying “NO” was a
     constant occurrence
concierge’s directions sent us
  all in the wrong directions
building needs major touchup
staff really needs some training
Easy Listening
Set Up RSS Listening Post
Key Ingredients




                search.twitter.com
              blogsearch.google.com
                  backtype.com
                 boardreader.com
Alerts




          tweetbeep.com
         google.com/alerts
Advanced Listening
Good Reports




               techrigy.com
Most Functionality




                radian6.com
Easiest To Use




                 scoutlabs.com
2. Customer Service
The New Help LinE
Exceed Expectations
Customer Service IN Public
Twitter And Blogs
3. PUblic Relations
Who Is The Media?
120,000 New blogs Per Day
The Bad News

“Serious” journalism
      will die

    Media will be
    dominated by
personalities, opinions

   Coverage will be
 cursory, instant, and
increasingly salacious
Access To
                               Media You
                               Never Had
                                Before

     Democratization of Reporting

Every Customer is A Potential Journalist
Using Social Media For Sources
Access To Media
Delivered
Right to Your
   INbox




    helpareporter.com
Media Directory




              muckrack.com
The New Press Release




                 pitchengine.com
4. Customer Acquisition
Social Media Campaigns




                 thegreatschlep.com
Kill features And Benefits
What’s the One Thing That Makes
  Your Company Interesting?
Tips for Social Media Campaigns
     1. Have a Beginning and an End

     2. Promote Online and Offline

       3. Be Smart About Search

        4. Have a Strong Offer

       5. Make Participation Easy

        6. Make it Easy to Tweet
Integrated Campaigns
Offer-Based Campaigns
Contests Made Easy




               contestmachine.com
5. Customer Loyalty
Create Brand Communities
Co-Ownership Preferred
Engage Your Customers
        1. Communicate

   2. Tie Outposts Together

         3. Contests

      4. Call to Action

     5. Exclusive Content

     6. Research/Survey

  7. Combine Online/Offline
Activate, Don’t Collect
6. Thought Leadership
Everyone Has Expertise.
    What’s Yours?
Atomize And Distribute Content
Blog




       convinceandconvert.com
Effective Search Optimization
Search Term Research




                google.com/insights
                google.com/trends
                 wordtracker.com
Build Keyword
   Density
Search Results Monitoring




                   authoritylabs.com
Video Blogs




              winelibrary.tv
               vimeo.com
               viddler.com
              youtube.com
              12seconds.tv
EBooks




         kristensraw.com
Podcasts




           eagle1037.fm/Flagstaff-Podcasts
Webinars




           offmadisonave.com/webinars
Linkedin Answers




              linkedin.com/answers
Yahoo! Answers




             answers.yahoo.com
Google Knol




              knol.google.com
Slideshare




             slideshare.net
Yelp, etc.




             yelp.com
7. Networking
Today Is A Dying Breed




  There Is No Local
Connect With More and Different
            People
Understand Your Spheres


           Social
           Media
                    Phoenix
    PR


   Music            Flagstaff
           Food &
            Wine
Pick Your Horses
The New Big 3
Think Vertical




226 Groups with “Arizona” in Name
Create Good Profiles
            1. REal Name

        2. Real Photo (Smile)

3. Interesting, But Not Too Interesting

        4. Be Keyword Smart

      5. LInk To Your Content
Get Active
Social Networking Tips
          1. Add Value

          2. Share (8x1)

         3. Be Personal

             4. Ask

5. Don’t Try To “Game” The System
6 Dangerous Fallacies
It’s Inexpensive
     It’s Fast
    It’s Viral
You Can’t Measure
   It’s Optional
     It’s hard
Slides at
                                  Slideshare.net/jaybaer




JASON BAER
Convince and Convert
www.convinceandconvert.com/feed
@jaybaer

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7 Ways to Use Social Media to Build Stunning Business and Personal Brands