monetizing your business initiatives in 2014 via social media outreach by richard sink, founder of...
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Monetizing Your Business Initiatives in 2014 via Social Media Outreach by Richard Sink, Founder of Critical Connections
Get Social or Get Left Behind
The companies that perform best over time build a social purpose into their operations that is as important as their economic purpose. —Harvard Business Review
Unstoppable Success
Social media is growing exponentially, dubbed “Web 2.0.” LinkedIn has over 240 million professionals in 150
industries in over 200 countries and is more of a pure-play business networking site. (Source: LinkedIn.com)
Facebook: Over 1B active users (Source: Facebook.com) Twitter: 140 million unique visitors worldwide. (Source:
comScore)
Social Media is Your Brand, live and in motion
What Is Social Media?
Conversational Marketing Powered by Facebook, LinkedIn, Twitter and
>3000 other platforms With Your Customers, Prospects,
Shareholders and Communities Unorganized and Uncontrolled
Enough with theSocial Media Blah, BlahGive me the real deal!
How to do Social Media
Facilitate discussions - Be Provocative Make social media part of the job,
just like email Offer help, advice & support Personalize requests and approaches Promote value-add across channels Emphasize quality, not just quantity
Keep the Relationship Alive
Don't neglect your fans once the connection has been made
The biggest mistake companies make with social media is that they set it up and abandon it
Keep followers engaged Spark conversation Share common interests Avoid being "spammy”
Building Business on LinkedIn
Participate and Investigate
Find and join groups in your industry and your prospects industry
Participate in online discussions in groups that are important to your industry
Use LinkedIn Polls to ask questions and get insight and tips from your network
Source vendors, partners, suppliers, and new hires
Review competitors’ information
Check references on people you hire or do business with
Building Business on Twitter
"The real-time conversations that fill the Twitterverse offer an abundance of market insight and unprecedented visibility into consumer sentiment." --Ryan Holmes
Track conversations about your brand—and your competitors.
The dialogue on Twitter gives you a real-time focus group to help drive innovation and adaptation.
Find your most influential Twitter followers. Engage your influencers with exclusive offers, sneak previews, or just friendly acknowledgment.
Measure the effectiveness of your campaigns. What is not measured is not known.
Building Business on Twitter…
Have more than one Twitterer at the company. People leave. People take vacations. It’s nice to have a variety.
When promoting a blog post, ask a question or explain what’s coming next, instead of just dumping a link.
Ask questions. Twitter is GREAT for getting opinions.
Follow interesting people. If you find someone who tweets interesting things, see who they follow, and follow them.
Tweet about other people’s stuff. Again, doesn’t directly impact your business, but makes us feel like you’re not “that guy.”
Promote your employees “outside of work” stories.
Share links to cool stuff in your community and industry.
Building Business on Facebook
Google+ Local Search Listings By creating and optimizing local search
(SEO) listings, businesses can have greater control over how they appear in local search results. In addition, a recent study found that 43% of all Google searches have a local intent
Google likes consistency and relevancy
Social Media Purpose
1. Goal-based
2. Magnetic
3. Aligned
4. Scales
5. Evolves
6. Low risk
7. Measurable
8. Community-driven
Critical Failures
1. Goal contradiction – The purpose doesn't match strategic goals, business needs and community desires
2. Process disconnect – Social media programs are not connected with other business functions. Be organic!
3. Multiplicity – Many uncoordinated efforts that reduce effectiveness and cause confusion
4. Monologue – Ignoring the potential for discussion and collaboration within your communities
5. It’s not about You! – It’s about Them!!
Success Plan Recommendations
1. Consistency – Keep the purpose consistent with strategic goals, community needs and the response authentic
2. Coordination – Make sure attempts into social media are not disconnected from other business functions
3. Charter – Assign responsibility for plan development, education, execution, governance and refinement
4. Conversation – Engage with your targeted communities by creating opportunities for discussion and collaboration
5. Creativity – Encourage individual creativity, passion and controversial
The Simple Way to Get What You Want From Social Media
You don’t get if you don’t ask
Action Plan for Social Media AgendaMonday Morning
- Begin examining how social media is already impacting your business
- Connect with existing partners, clients, database, prospects and Open Networkers. Start building your value-based network now!
Next 90 Days
- Assemble a team and build a social media strategy. Look at competitors, clients and prospects conversations and associations
Next 6 Months
- Deploy a social media initiative from the strategy
- Begin evolving leadership and corporate culture in a direction towards social media familiarity
- Plan for and execute on building a corporate competency in social media
It’s not about Marketing, it’s about Engagement!
www.linkedin.com/in/rsink
www.facebook.com/criticalconnections
twitter.com/Richard_Sink
(949) 226-9844