TURN SOCIAL MEDIAINTO BUSINESS MEDIA

Flip The Traditional Marketing Funnel On Its Side

WHAT’S THE BIG DEAL?

1. Too much technology2. Not enough technology3. Too many friend requests4. Can’t keep up with customers5. Trying to stay ahead of

customers

AGENDA

• Web 2.0: What’s Your Status?• Social Media: Should We Be

Friends?• Using Social Media to Sell & Re-

sell• Your ideas? Time to Interact

WEB 2.0 TECHNOLOGY

Social networks build online communities of people who share interests and/or activities, or who are interested in exploring the interests and activities of others.

Web 2.0 uses Really Simple Syndication (RSS)

• Podcasts –iTunes, Audible, AudioAcrobat• Blogs – Blogger, WordPress, Type Pad• Social Networks – LinkedIn, FaceBook, YouTube

SOCIAL MEDIA CONCERNS

What are they?If you haven't moved yet, what's keeping you

away?

THREATS TO YOUR RELEVANCE

The ChamberThat WOULDN’T

STATUS UPDATES

What’s your status?

SOCIAL NETWORKING CONCERNS

Should we be friends?

What do you do with friend requests?

TOP SOCIAL NETWORKS

• LinkedIn – BUSINESS POWER LUNCH• Facebook – FAMILY DINING• Twitter – FAST FOOD

LINKEDIN – FOR PROFESSIONALS

• Started as online resume service• Groups allow causes and associations to

gather followers• “Answers” allow users to participate in

a professional referral community• Ancillary applications are limited – no

fluff!• Professional visibility without

“exposure”

LINKEDIN TIPS

• Be easy to find through keywords• Answer questions• Ask for recommendations• Recommend others • Update your status• Search for past and new connections• Discover new out-sourcing partners

FACEBOOK – THE NEW LEADER

• Started as invitation-only network for college students

• Second only to Google in traffic• Gives users complete control over

privacy• Integrates many different technologies

into one space: videos, photos, links, games and more

FACEBOOK TIPS

• Turn OFF the features you're not comfortable with: Fan postings, links, photos, videos, etc.

• Keep it more professional than personal• Add the RSS feed from your blog• Tell your story (use keywords)• Create a fan-base – you've got them!

TWITTER

• Something between blogging and text or instant messaging

• 140 characters or less – Think headlines!

• Commonly called micro-blogging• Twitterfeed lets you relay other RSS into

your Twitter account• TwitterLocal follows geographic Twits• Search and filter with TweetDeck

HOW AND WHY DOES THIS WORK?

Flip The Traditional Marketing Funnel On Its Side

Why Does This Work?

• Google loves social networks• Google also loves Chamber sites• Social networks want your posts• Chambers have members who have

posts• Your members can “tag along” and get

found on search engines by participating with you

HOW Does This Work?

• Start with a Blog

HOW Does This Work?

• Start with a Blog• Now add a LinkedIn Group and feed

your blog into the NEWS tab

HOW Does This Work?

• Start with a Blog or Ning Network• Now add a LinkedIn Group and feed

your blog into the NEWS tab• Now create a Facebook Fan Page and

put your Blog or Ning feed in the Notes tab

HOW Does This Work?

• Start with a Blog or Ning Network• Now add a LinkedIn Group and feed

your blog into the NEWS tab• Now create a Facebook Fan Page and

put your Blog or Ning feed in the Notes tab

• Create a YouTube channel so you can embed videos in your blog and web site

HOW Does This Work?

• Start with a Blog or Ning Network• Now add a LinkedIn Group and feed

your blog into the NEWS tab• Now create a Facebook Fan Page and

put your Blog or Ning feed in the Notes tab

• Create a YouTube channel so you can embed videos in your blog and web site

• Send your RSS to TwitterFeed

BLOGS & PRESS RELEASES

Flip The Traditional Marketing Funnel On Its Side

Writing News Releases

Effective Headlines The First Paragraph The Middle Paragraphs —End— Boilerplate

Writing Effective Headlines   Use the active voice: Logical

sentence structure, active voice and strong present-tense verbs 

    A “capital” idea: The first word in the headline should be capitalized as should all proper nouns. Most headline words appear in lower-case letters. Do not capitalize every word

The First Paragraph

Must contain the FIVE W’s: Who, what, where, when, why

Must contain NEWS

Make it interesting

The Middle Paragraphs

Should be in order of importance

Can include statistics and/or quotes

Should answer the question of “How” the first paragraph came to be

Should serve as the basis of future posts

Boilerplate

In 5 sentences or less, Who are you?

Contains complete contact information

Should be consistent; inconsistent = unprofessional

Video Tips

Videos should be relevant to your business or customer base

Upload videos to your YouTube profile

Embed your YouTube videos to your web site, blog, Ning site, etc.

Status Update Tips

Keep it business focused more than personal

Use them to remind people of something you’ve already posted, without duplicating posts, or reposting

And Don’t Forget…

Photos Customizing Your Profile Groups Discussion Forum Connections Tagging Applications

PUT IT ALL TOGETHERFlip The Traditional Marketing Funnel On Its Side

TAKE ACTION NOW

• Survey your members!• Start a Blog• Link your blog to your site• Create a profile and Group on LinkedIn• Feed your Blog into the News feature on

your LinkedIn Group• Feed your Blog into your Twitter account

and Facebook Fan Page with TwitterFeed• Use Ping.fm to post on multiple sites