This document outlines Jason Falls' presentation on using social media for business. It discusses listening to conversations about your brand, participating meaningfully, and creating engaging content for your website. Falls emphasizes that content is key, as it energizes fans and drives conversations. He provides tips on finding relevant conversations, monitoring versus measuring impact, and using paid search to promote content and jumpstart traffic. The overall message is that businesses should listen to what people say online, participate to build trust, and create valuable content to engage audiences.
2. Agenda
•Listening to the Conversations
•Participating in the Conversations
•Creating Conversations on your own Website
through Engaging Content
•Promoting Your Website Effectively
3. It Starts
With Listening
•People are talking about you. Why aren’t you?
•Trusted brands can ask questions and expect answers.
•Enthusiastic fans will market for you.
4. Learning to Listen
• How to find conversations about your brand
• The difference between monitoring and
measurement
• How to participate/respond meaningfully
• How to mine information for the company good
• How to apply audience intelligence across the
organization
11. What Am I Looking For?
Actionable (Monitoring)
▪Conversations
▪Mentions (Positive & Negative)
Measuring
▪Number of conversations/mentions
▪Sentiment & Tone
▪Competitors
▪Influencers (Comments, Subscribers, Audience)
12. Monitoring vs. Measurement
Monitoring is:
Watching and/or listening to conversations in order to
determine course of action
Measurement is:
Quantifying or qualifying conversations to establish
success, failure or comparison
13. Participating Meaningfully
Respond rapidly (bad and good)
Saying “I don’t know” is good, so long as you find out and respond
Let social settings be your guide
Provide Value = Earn Credibility + Consistency Over Time
= Earned Trust
Earned Trust = Influence
14. Becoming A Trusted Resource
How To Get There
Earn credibility and trust
Ask for permission
Don’t be a broken record
Say “Please,” “I’m Sorry,” and “Thank You.”
15. Applying Intelligence
Learn to trust your consumers/audience
Gather learnings then do something with them
Champion the consumer up the ladder
Empower employees to utilize social media
Make everyone responsible for company reputation
Start by listening and participating internally
16. It Gets Better With
Pro-Active Participation
•Content is king for a reason.
•Providing relevant content energizes your fans.
•Energetic fans will market for you.
17. Content Is King
Consumers Demand Engagement
Engaging Content Incites Reaction
Reaction Becomes Conversation
Website Becomes Living, Breathing Being
18. Why Do We Care?
Content-Centric Websites Are Updated Frequently
Good Content Is Linked To By Others
Search Engines Scan For “Relevance”
Is it recent?
Do other people think it’s good?
19. So, How Do We Do It?
Return To Your Marketing Roots
Define Your Product
Define Your Audience
Define Your Competitors
Define Your Environment
Define Your Success
Build Content Around Your Consumer
20. What Content Can We Give
Our Audience?
What do we know? (generally speaking)
What can we give? (product, expertise)
What can we explain? (how-to)
What can we share? (other's content)
Who can we interview?
What can we have fun with?
21. Factors To Consider
“Content” Implies Need For CMS
Search Engines Look For Relevancy
Is is recent?
Do other people think it’s good?
Branded Content Doesn’t Have To Be About The Brand
You Are Giving To Get
22. Search Marketing
Paid Search Is An Instigator
Jump-starts web traffic
Cost-effective
No minimum
Highly Targeted
Supplements Organic Search
23. Search Marketing
Use Google’s Tools
Adwords (Keywords)
Desktop Client (Free)
Write Compelling Copy
Target
Geography
Time of Day
Keywords
25. Where To Play
Google is 80% of search volume
Yahoo
MSN/Live/Bing
MySpace
Highly Targeted
Facebook
Social Ads
Highly Targeted
26. Don’t Forget
•Listen to the Conversations
•Participate in the Conversations
•Engage Your Website Visitors With Content
•Organic Search
•Jump-Start Your Website Traffic
•Paid Search
27. Let’s Connect
jfalls@doeanderson.com
Twitter: @JasonFalls
O: 502.815.3257
Jason Falls www.smclouisville.org
VP, Director of Interactive
& On-Line Communications
Doe-Anderson www.socialmediaexplorer.com
Louisville, Ky.