Social Networking for Business A primer for the NIMS Group”
Social NetworkingSocial Networking
“Social networks will not be a flash-in-the-pan craze and will not simply
disappear or burn themselves out. Companies that choose to simply ignore this trend will relegate themselves to the
outdated, fuddy-duddy camp."--Ian Jacobs, technology analyst
InfoWorld
Social Networking is driven by…Establishing Tribes
“…connect to people in such a way that they will miss you if you’re
gone and…will feel missed if they are gone…you’ve created a tribe,
and tribes are always more powerful than the alternative,
yelling at the masses…”--- Seth Godin, marketing author
Social Networking is driven by…Sharing
“Eat like a bird, poop like an elephant”
--- Guy Kawasaki, Tech guru
Social Networking is……a new Communication Channel
Letter…Telephone
Fax…Voice Mail
Evolving Email
Social Networking
Social Networking Mission
Establish a SOCIAL NETWORKING MISSION
WHO do you want/need to reach and influence?
WHAT tools are out there?WHEN do I want to kick it offWHERE do I want my SN activities?WHY should I care? HOW will I maintain and execute?
Facebook is the new “newsletter”
Establish a public Agency Facebook page“Friend” customers Update commodity informationIntroduce new ingredient connectionsHighlight “what’s hot” Product development updatesHot menu items…that show what’s comingLinks to principal websites General Public Relations
Facebook is the new “newsletter”
Establish an employees Facebook page for your Agency
Adds a human face to your organizationPost
Announcements Photos Promotions Contest updates
Subtle references to company objectives and initiatives
Twitter Business Applications
Create a PRIVATE Twitter account for Agency employees
New smartphone applicationsEasy to send short messages
…to the group …to specific individuals
Connects all employees as a group Good for inter-agency branch communications
May be reviewed “on demand” Grouped together by key word for context
Include links to websites Low key, on the fly communications
Twitter Business Applications
Create a PUBLIC Twitter accountCustomer focusedSend short messages to groups or individualsTech-savvy face Highlight product information Create buzz for new products/menu apps Drive people to your websiteInclude links to principal websitesNews links or blogs of interestEvent promotionMake it USEFUL, fun & lightAssign someone to monitor/manage/message
Twitter Business Applications
Twitter analysis tools are available Can monitor and search
Key words Brand mentions Event feedback
Track brand/promo buzz in the marketplaceTools to
Collect Monitor Analyze Aggregate
Local audience will drive use and application
Twitter Applications
Fllw ppl n evnts of intrest 2 UIndustry groups (NRA, NIMS, USDA, clients)CompaniesCommoditiesThought leaders (Godin, Gladwell)News (CNN, Newsweek, NYTimes)Technology (Brogan, Pogue, TechCrunch)Interests (F1 racing, golf)Sports (baseball scores, rankings)
"LinkedIn is your business suit…
Facebook is business casual…
and Twitter is the 24/7 ongoing cocktail party."
Approach LinkedIn with a specific objective:
CRM?General business networking?Agency business promotion?Principal Networking?
Your objective will drive your profile…the most important
aspect of LinkedIn
LinkedIn Business Applications
Establish a personal LinkedIn account Create your profile
Highlight your background Emphasize your capabilities Promote your agency
Connect with key executives at principals Invite them to join your network Or be introduced by a contact who does
Connect with key customer contacts Post important activities/initiatives on your site
often At least once per week, or twice per month
Encourage your key employees to join LinkedIn
LinkedIn Business Applications
Establish a personal LinkedIn account (continued)
Engage your audience contacts by posting important linksInitiate discussions on group sitesStart your own group
Can be locally focused Could be based e your capabilities Promote your agency
Seek out groups focused on hobbies or interests Sports Hobbies Interests Creates a connection on a different level with your
contacts
LinkedIn Business Applications
Establish an Agency LinkedIn account Profile focused specifically on business objectivesCreate a PRIVATE DISCUSSION GROUP
Use with specific groups of employees Discuss issues and get feedback Poll your internal employees about issues or
eventsBegin a PUBLIC discussion group
Open to customers Open to principals Have a specific objective
LinkedIn Updates
LinkedIn tools and applications Email updates
Default is daily Set to weekly
Smartphone apps available to check site remotely V-Card can export to Outlook
NO telephone number Recommend you put phone number in profile
Blogging tools and applications availableBasic account is free; premium upgrade available
Primarily used by job seekers Consultants/Service providers
LinkedIn Tools
LinkedIn tools and applications SlideShareHuddle Space
Collaboration areaDocument sharingOnline meetings and webinars
GroupsSpeaking engagementsDiscussion ForumsConnections with current and new clients
LinkedIn Resources
Additional Resources:I’m on LinkedIn…now what???
- Jason AlbaHubSpot WP: Doing Business with
Reminder:
A collection of links and white papers on the primary Social Networking sites will be sent
out to everyone via email
Additional SN Ideas
Blogging Effective way to comment and/or provide insight on
relevant Industry topics Link from your website Place on LinkedIn
Highlight key posts via the “update” applicationPost/send to Group members as appropriate
Google and Bing ProfilesHelps “search optimize” your business site(s) Links to procedure for both is in Resource doc
Additional SN Ideas
YouTube Video posting siteUse to communicate with field sales and customers Post QUALITY videos of
product demosPrincipal-provided PR videosVideo blogsOffice tours
Can be embedded or linked on company websiteEmbed or link from other social networking channels
LinkedInFacebookTwitter
YouTube Resources
Link to recorded Webinar, White paper, and PPT deck
“Inbound Marketing using Video”
To Do ListSocial Networking
LinkedIn: 1. Set up your account/profile. 2. Set up a weekly feed of updates. 3. Update status regularly4. Invite new contacts. Develop your network. 5. Ask for recommendations from current principals.6. WORK IT.
Twitter: 7. Establish your objective8. Assign someone to manage9. Set up a smartfone app or TweetDeck to review DAILY.
To Do ListSocial Networking
YouTube: 1. Watch the webinar linked on the resources guide2. Set an objective for viral and internal video clips3. Search current clips to see if you want to link to your site.
Facebook: 4. Poll your employees and set up a page if desired5. Poll your customers and principals and participate with a
public page if appropriate. 6. Establish an objective and ASSIGN to marketing or HR to
manage and keep current.
You wont be missed, but you’ll miss being seen…
Communications Efficiency
Smartphones 1. Do you carry?2. Do you use?3. Do you use effectively?
• Email feedIM and SMS Messaging • Instant communications w/office• Instant connection with clients• SMS messages can contain photos • Quicker and cheaper data flow
Poll your customers and principals to find out how THEY would prefer to communicate, and then implement it.
Communication Tools continued
GOOGLE VOICE• ONE number to reach you anywhere• just Google it
SKYPE• Inexpensive internet voice and video phone service
TOKBOX• FREE video email messages
• Special communications• Announcements
You must remain top of mind to be effective