2. Web Levels the Playing Field
• Small companies can compete with large
incumbents
• New companies can compete with established
providers
• Easy to look bigger than you are
• Build global street cred in your area of expertise
2
4. Rise of “Web 2.0”
• You Know the Drill
– Blogs, Wikis, Twitter, Community Sites, Image
/ Video Sharing Sites, Social Bookmarking
• Gained popularity in Consumer World, but
becoming Business mainstream in recent years
4
5. Why Engage?
• Need a Clear Purpose - Start with 1 – not many
• Listening vs. Engaging vs. Reacting
• Event? Brand? Program / Company Promotion?
• Personal or Professional Development?
• Market Research, Community Polling (aka Crowd
Sourcing), Competitive Intelligence
• Unleash Your Alter Ego for Practice
5
6. Rules of Engagement
• “Social” Media means Interacting with People
– Conversation
– Plain Language
– Sense of Personality
– Don't Talk Like a Press Release
• Always Remember the Network Effect
6
7. Rules of Engagement
• Distinguish Between a Corporate Social Media
Name and a Personal One
– Corporate Name – links to more formal Press
Releases, Events, Articles, Call to action
– Personalities – a commentary on the more
formal content – highlight, best quote, why
they liked it.
–
7
9. Where to Engage
• Four Key Areas for Business
– Program Awareness and Lead Generation
– Customer Service and Care
– Competitive and Market Intelligence
– Recruiting and Building Talent Pool
–
9
10. Look Bigger Than You Are
• Amplify In Person Events with Social Media
Participation
• Challenge Assumptions and Lazy Shorthand
• Stretch Conference and Trade Show Dollars by
Ignoring Most Booths
• Coordinate Staff and Partner Online Efforts
• Promote Content Across Multiple Channels
–
10