Five Fears of Social Media: Professional Services (revised)

// branding for professional services.// branding for professional services.

Professional Services Marketing:

Five Fears of Social Media Why your firm is scared of social media marketing, and the secrets to change. Presented by: Josh Miles, Principal

Professional Services Marketing // Five Fears of Social Media

// branding for professional services.// branding for professional services. @joshmiles #MD_brand

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About Taryn Erickson: A social media strategist and A/E/C marketing specialist.

Business Development Manager for Trindera Engineering, an electrical consulting firm based in the Pacific NW.



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Housekeeping!

:05 Introduction

:40 Content

:15 Links, Q&A, More...



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About Josh Miles: Specializing in branding, design and marketing for professional services firms.

Bold Brand: Josh’s new book on branding for professional services to be published in 2012 by CMI Books.



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It’s a conversation!

- New? Ask questions. “Raise” your hand...

- Submit Questions. Answer Polls.

- Let’s hear your challenges & successes!



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Tweet along!

@joshmiles @Taryn44

#MD_brand

F_ _ _ .

F_ _ _ . FEAR



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10,000 hrs.



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What I learned in CA:- We’re still discussing if social is good/bad!

- “Fears” are common.

- Not all firms are “stuck.”

- Some firms are doing great things!



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The most social industries:- Software, Marketing, and Search

- TV & Entertainment

- Graphic & Web Designers

- Even Venture Capital

- (Not A/E/C)



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What are the most common fears of social media in A/E/C?



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What do these fears create in our firm?

- Analysis paralysis

- Competitors are capturing mindshare

- Missing out on real-time leads

5 fears:


1.Fear of Negativity.



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OMG! YOU’RESO MEAN!

I KNOW,RIGHT?



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Users by network (The social thing might be catching on)

Facebook - 800 Million

Twitter - 100 Million (adding 30k/day)

LinkedIn - 50 Million

Google+ - 40 Million and growing...



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What to do? Tell stories.• Playanactivepartintheconversation

• TellyourStory

• Makesureitisremarkable



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Negative stories out there?• SEO101:fightcontentwithmorecontent

• Publishingyourexpertcontent

• Driveclients,users,andpartnerstoyou


2.Fear of Polarization.



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negative positiveSAFE?



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Who is the topic of conversation in the NFL?

Utility players?

Superstars and Super villains



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How to be polarizing...• Makeitpersonal

• Talkaboutyourculture

• Whatdoyouthink?

• Beyondrobotic,focusedlanguage



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Are you polarizing?• Whathasworked?

• Whathasbackfired?



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It’s time to choose a side:• Likeislethal.Loveisavirtue.

• Beuniquelyyou.

• Recognize&Rewardyourcore.

• Makeiteasytoengagewithyou.


3.Fear of Commitment.



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Strategy Questions: Who are we? What do we do? Who are we not?



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I’m thinking of a frog.



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Our customer isn’t here. We’re not wasting our time.

(Especially on Twitter.)



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Don’t confuse your client (a person)... For their employer (an institution)!



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?



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Prospects tell us we answer more of their questions on our blog than their current vendor.”

“



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Why commit to content?• MigratefromIntrusiontoPermission

• ChangetheRelationship

• EducateandEntertain



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What helps you commit?• Issocialtoomuch?

• Onenetworkfeedingothers

• TweetDeck,Hootsuite,CoTweet

• Howmuchtimedoyoucommit?

• Whichnetworks?


4.Fear of Change.



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Let me be clear. Marketing isn’t going to help me sell a $@%& thing... No offense.

But we know we need you.”

“



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what got you

will not get you



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Social Networking?

Social Notworking?



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LET’S GET A SALAD

I WANTPIZZA!



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What encourages change?• ProvideInspiration.

• EducateLogic.

• Trackresultsagainstgoals.


5.Fear of Greatness.



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Share your expertise• Committobeinganexpert

• 10,000hoursstartssomewhere...

• Continuingeducationisamust

• Shareyourbreakthroughs



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Social Thought Leadership:- leverage your content across platforms

- write

- blog

- speak


Let it Shine!



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Want more info on 5 Fears?- Copy of today’s slides?

- Free Social Media Chapter (coming soon)

- More?


Your SBA Social Brand Audit- Health of your firm’s social media activity.

- How do you stack up? Customized Report.

- Tips to improve: Twitter, LinkedIn, Blogging, & more



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Q&A // Share your stories

http://www.slideshare.net/milesdesign



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Thank you.Josh Miles Taryn Erickson

milesdesign.com

317.915.8693

@joshmiles @Taryn44

Five Fears of Social Media: Professional Services (revised)

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Transcript of Five Fears of Social Media: Professional Services (revised)