Social Networking: Building Your Personal Brand. Speaker: Tom Jackson, Sale Fish Marketing

Transcription

1 Social Networking: Building Your Personal Brand Speaker: Tom Jackson, Sale Fish Marketing

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3 Traditional Marketing TV Ads Blasts Direct Mail Sisyphus Greek God of Marketing Telemarketing Tradeshows

4 Why Social Media TV Ads Blasts Direct Mail Telemarketing Tradeshows

5 Why Social Media Google only.004% on content is indexed Google s #1 Fear Facebook

6 What to do? Search Engine Optimization

7 SEO Optimization You can do the math Manipulate the system You can crack the code You can pay someone

8 Secret of SEO

9 Secret of SEO Branding

10 Enter Social Media

11 What People Think of Social Media

12 Punching Through the Noise To get heard think Baseball game

13 What is my Personal Brand

14 What is my Personal Brand Take that stack of your old business cards and group into piles. The piles represent similar type of job functions Sales Management Procurement

15 Filtering my Personal Brand Underwater 100,000 feet Project team player, On time delivery, Goals oriented manager Seasoned Regional Account Director, Making money for my Company Over 30 years, results oriented Procurement leader Detailed, embedded code architect for advanced state of the art ASIC Project Manager Sales Supply Chain Engineer

16 Social Marketing Personal Brand LinkedIn Tips On the main LinkedIn search page, type in your title (ie Procurement) Make sure your job title is current and relevant

17 Social Marketing Brand LinkedIn Tips Try a different title of descriptor (ie Supply Chain) Do this for ALL past jobs. What you were called back then is not what they are searching for today.

18 Now What

19 Social Media by the Numbers Facebook: >400 Million users - 50% of users log in daily - Average user has 100+ friends - People spend 500 Billion min/month on Facebook - 35 years and older is fastest growing demographic Twitter: >100 Million users - Adding 300K users per day - >75% of Twitter traffic comes from external sites - >600 Million search request per day LinkedIn: >75 Million users - 60% High Income users, $100K + - Incomes of $200K to $300K are 7X more likely to have over 150 connections - Traffic Up 323% in one year Blogs: >200 Million blogs -120,000 new blogs added a day

20 Social Media Differences

21 Getting Found is Getting Followed To be Followed you must Lead Define your Beacon - Simple relevant and consistent message - Simple single search term (SST) - Simple theme: Educate, Entertain, Engage

22 Social Media is a numbers game Metcalfe s Law 20 People 190 Connections 500 People 124,730 Connections

23 The Pull of Social Media Today s marketing has to be - Focused - Fun - Factual Today s marketing is NOT interruption based Today s marketing is Permission based Today s marketing must educate Trusted Advisor

24 Social Media Is Your Online Pulse = Your Brand Message Your Brand and Message on Social Media Sites Sets the Tempo

25 Again Why Social Media? What did Prince say.. the Web is dead Your web page is not dead it is sick. It lacks relevancy in today's electronic media. How many times a day do you update your website?

26 Social Media Gets the Word Out How often do you update your web page?

27 Social Marketing Social Media can revive your ailing website by attracting more people than traditional search engines can. This attraction can then be turned to organic web traffic.

28 Social Marketing is all about TRUST Inform Entertain Interact Convert Inform Entertain Interact Convert Inform Entertain Interact Convert Inform Entertain Interact Football score Inform Entertain Interact Great movie Inform Entertain Heard this joke Convert

29 Social Media Lets get re-started Separate Business and Pleasure Linked should always be professional Facebook (personal) now has Fan Pages (business) Twitter allows Multi usernames (personal / business)

30 How Much Time Does it Take?

31 Digital Footprint Spread the word to all your sites. Drive your Consistent and Relevant - Brand and Message to all your sites Cross link ALL your sites to one another.

32 Digital Footprint Help Google find you. - Search Engine Optimization is all about traffic - Traffic is all about getting found - Getting found is all about Brand and Message

33 5 Social Media Traps Freememium 1. Set up ALL social media links that contain the company logo and / or promote the company under a company officer's address and password. - The person who sets it up under their g-mail account now owns the site even when they are gone. 2. Define a Social Media policy with HR 3. Social media is real time and transparent. There is no taking something back. Once on the Web always on the Web - Ensure that policies are in place on who can comment on what; CFO, Officers of the Company, Legal Representatives 4. You will attract some bad press deserving or not. - Address it through postings and move on. Depending on the nature of the issue, reach out to the individual privately 5. Once you start do not stop - Social media is a living component of your business and must be updated regularly. Last updated April 4 th 1998 does not send the message you want.

34 Social Media Genealogy Social Media Sites tend to fall into three categories: 1) Communicate - Twitter - Blogs 2) Agregate - LI - Facebook 3) Organize/Search - Stumble - YouTube - News Feed

35 Social Media Sites Site Structure Target Focus Search Reach Apps RSS Stats* Business Professionals (Relationships) Individuals (Friends) Individuals, Business emerging, Groups, sub- Groups Individuals (Profiles), Business (Page) and Groups All registered users, limited indexing All registered users, Fan Pages indexed 2 nd thru 3 rd degree, Groups (key to contacting people) Followers, Groups Limited 3 rd party apps-slideshare, Box.net, Blogs, 3- URLs+1-Twitter Integrated 3 rd party apps, (Twitter, blogs, links), Paid ads Media Rich! * Can integrate Google Analytics No Y Limited FBML *, Fan Pages Individuals (Micro-blog / Followers) Individuals All registered users. Conversations Content Followers, Favorites via DMs and RTs 1000 s of 3 rd party apps (API) Y 50+ Twitter apps Individuals Individuals By Categories, Tags, indexed Followers / readers Varies by blog, Wordpress.org supports few Y Built in limited stats * A Social Marketing Strategy must include all four elements No one social media site is a silver bullet All social media sites provide some level of relationships Other social media sites provide utility; media (YouTube), photos (Flickr), social bookmarking (Reddit), geo-following (FourSquare) More and more social media sites link to one another synergy

36 Social Networking: Building Your Personal Brand By Tom Jackson Sale Fish Marketing (7-2010)