Managing Your Personal Social Media Brand

@social3i | @aboyer

insight | ideation | influencesocial3i

Why Social Media? A Primer

Presented at Moss Adams

Andy BoyerOct 17. 2012

@social3i | @aboyer

Logo Spotting

Facebook Twitter YouTube LinkedIn Wordpress

Blogger Wikipedia Foursquare Tumblr Flickr

Pinterest Instagram Angry BirdsMySpace Farmville

@social3i | @aboyersocial3i Proprietary and Confidential 3

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About Andy Boyer / Social3i

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Where You Can Find Us

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Who We’ve Worked With

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What we do for fun

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Personal Branding and Networking Through Social MediaWhy is it important?How can I get started?

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Social Media By The Numbers

Every minute of the day: • 100,000 tweets are sent• 684,478 pieces of content are shared on Facebook• 2 million search queries are made on Google• 48 hours of video are uploaded to YouTube• 47,000 apps are downloaded from the App Store• 3,600 photos are shared on Instagram• 571 websites are created• $272,000 is spent by consumers online

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Why Do We Need to Understand Social Media

• 46% Decline in Tradeshow spending• 44% of Direct Mail never opened• 90% of marketers now use social networks in their marketing efforts. • Social media and blogs reach 80% of all U.S. Internet users. 91% of

experienced social marketers see improved website traffic due to social media and 79% are generating more quality leads.

Industry Shift in Marketing Spend

• US Internet users spend 3x more time on social networks than email, and 6x more than on portals

• 61% of U.S. Marketers use Social Media for Lead Gen• 63% of companies who are using social media say it has INCREASED

EFFECTIVENESS of other marketing efforts• LinkedIn drives the most leads to B2B sites, according to Leadforce

B2B Users and Customers Shifting to Social Vehicles

Source: HubSpot

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Why Social Media is Important for Your Personal Brand

Network and Engage with Customers and Partners Deepen Relationships Own your Brand

Sharing of news and information from partners and customers

Collect real insight and understanding of partner needs and wishes

Determine what Google finds

Proactively work to become someone thought leaders want to engage with

Identification of trendsetters and thought leaders

Conversations with the right people in the right places about product ideas and deficiencies

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The Vanity Search

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LinkedIn 75 of the

Fortune 100 companies use

LinkedIn in their corporate hiring

process. (HubSpot)

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LinkedIn

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Quora Conversations Quora users ask industry specific

questions. Business

professionals have the

opportunity to step in and

answer inquiries to serve as “the voice” of their

industry.

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Blogging – Becoming an Authority

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Passive Social MediaHow do I get started?

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Where Are Customers Talking?

• On Digital Channels Around the Web :– Facebook– Twitter– Pinterest– YouTube– Tumblr– Flickr– Quora– Yahoo Answers– Blogs– Forums

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Listening via Google Alerts

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Email Tools (Rapportive)

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Using Twitter Tools to Listen (Followerwonk)

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More Twitter Tools

Tweet Deck

Hootsuite

TwitCleaner

Twilert

100 more

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Putting The Pieces TogetherHow do I tie everything together?What are the rules?

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How Does Social Sell Products?

• Leveraging customer testimonials found on social networks to influence buying decisions.

• Addressing compliments and complaints found via forums and social channels

• Participating in groups and forums for those who make buying decisions

• Engaging with current and new customers to create brand advocates.

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Shameless Plug - Relaborate

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A Complete Social Media Process

Listen• Use Social Media Monitoring tools to track the

conversations around a brand and the industry as a whole. Also, we identify key industry influencers and brand advocates.

Plan• Establish 30-60 day editorial calendars to drive

conversations and lead consumers through a planned story arc. Then we develop syndication strategies to get the content maximum exposure.

Develop• Write short and long form content in multiple

channels that engages customers and encourages sharing.

Review• Analyze key metrics such as Virality, Engagement

and Reach to determine the success of our messaging strategies.

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Remember - Play By The Rules

• Consistency– Is each channel giving a consistent message and

maintaining ideal brand or personal attributes? • Usefulness

– Is your content useful and contributing to the conversation?

• Authenticity– Is this the voice of you or your brand?

@social3i | @aboyer

Social3i Consulting3135 Elliott Ave Suite 225Seattle, WA 98121

@aboyer / @[email protected]

insight | ideation | influencesocial3i

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