The document discusses strategies for using social media effectively for business purposes. It recommends starting with a clear strategy and objectives, finding an authentic voice, and being patient as it can take time to build an online presence. Specific social media platforms like Facebook, Twitter, blogs, YouTube and Flickr are examined and tips are provided on how to use them strategically for goals like marketing, branding, customer relations and thought leadership. The importance of engaging in conversations and communities online is emphasized.

1. RECREATIONAL CYCLING GROUP
INNOVATIVE USE OF IT
26TH NOVEMBER 2010

3. FACEBOOK

5. SNAKE OIL SOCIAL MEDIA

6. SNAKE OIL SOCIAL MEDIA
LABELLING ONESELF AN EXPERT SENDS A
SIGNAL THAT THE EXPERT IS IN CONTROL, THAT
HE OR SHE IS TO BE HEEDED ABOVE OTHERS AND
THE CLIENT NEEDS THE EXPERT TO COMPLETE
THE TRANSACTION

7. SNAKE OIL SOCIAL MEDIA
AN ADVISOR IS SOMEONE IN A RELATIONSHIP
WITH THE CLIENT, SOMEONE WHO WANTS TO
OFFER OPINIONS BASED ON HIS OR HER
EXPERIENCE WHILE ADDING INTO THE MIX A
LEVEL OF GIVE-AND-TAKE AND CONVERSATION

8. ADVISOR
NOT
EXPERT

9. WHY?

10. •394 million users watch video clips on-line
•346 million users read blogs
•321 million users read personal blogs
•215 million users download audio podcasts
•184 million users start their on blogs
•Not to mention Facebook, Twitter etc
How many people in your network?

11. BAKER’S DOZEN FOR BUSINESS
SOCIAL MEDIA
(1) AS A MARKETING STRATEGY;
(2) THOUGHT LEADERSHIP;
(3) COMMUNITY BUILDING;
(4) CUSTOMER RELATIONS;
(5) STATUS ALERTS;
(6) CONFERENCES AND EVENTS;
(7) ADVOCACY;
(8) ADJUNCT TO PR;
(9) BRANDING;
(10) ECOMMERCE;
(11) CUSTOMER EVANGELISTS;
(12) VIRAL MARKETING;
(13) BLOGS AS THE NEW WEBSITES

12. AGAIN
WHY ?

13. THE WEB HAS
GIVEN USERS
A VOICE

14. WEB 2.0 HAS FACILITATED TWO WAY
CONVERSATION, AND CONVERSATIONS
ABOUT YOUR PRODUCT OR SERVICE COULD
BE HAPPENING ONLINE REGARDLESS OF
WHETHER ON NOT YOU ARE PARTICIPATING
IN THEM

15. WHOSE
TALKING
ABOUT YOU?

16. INTRODUCING
THE
WONDERWALL

18. TAKE
CONTROL

19. HOW?
START WITH A STRATEGY
FIND YOUR VOICE
BE PATIENT

20. SOCIAL MEDIA
STRATEGY

21. INCREASED
TRAFFIC
…but be relevant

22. INCREASED
BRAND
AWARENESS
…and grow
brand
ambassadors

23. IMPROVE
SEARCH
ENGINE
RANKINGS

24. REPUTATION
MANAGEMENT

25. INCREASED
SALES
…if their friends
say so!

26. ESTABLISH
THOUGHT
LEADERSHIP

27. BE
SMART

28. •Specific
•Measurable
•Attainable
•Realistic
•Timely

29. EXERCISE
WHAT IS YOUR
OBJECTIVE?

30. BACK TO THE
WONDERWALL

31. FIND
YOUR
VOICE

32. BLOGS ALLOW CHRONOLOGICAL
ORGANISATION OF THOUGHTS, STATUS AND
IDEAS. THIS MEANS MORE PERMANENCE
THAN E-MAIL

33. FACEBOOK

34. PODCASTS (VIDEO AND AUDIO)
ENCOURAGE DIFFERENT TYPES OF
LEARNING AND IN PORTABLE FORMATS

35. YOUTUBE

36. FLICKR

37. BE PATIENT…

38. YOU MUST BE
WILLING TO
DEDICATE
TIME AND
ENERGY TO
ACHIEVE
YOUR GOALS

39. 10,000
HOURS

40. WHO IS LIKELY
TO BUY MY
PRODUCT OR
PARTICIPATE
IN MY SERVICE
OFFERING?

41. WHAT
WEBSITES
ARE THEY
VISITING
ONLINE?

42. WHAT KIND OF
CONTENT
DOES MY
AUDIENCE
PREFER TO
READ?

43. WHO IS YOUR CLIENT?

44. WHAT DOES YOUR
CUSTOMER’S
ENVIRONMENT LOOK
LIKE? WHERE DO YOU
FIT IN?

45. WHAT INFLUENCES
YOUR CUSTOMER?
WHERE CAN YOU GUIDE
OR INSPIRE YOUR
CUSTOMER?

46. WHAT’S IMPORTANT TO
YOUR CUSTOMER?
WHAT ARE THEIR
HOPES, FEARS,
DREAMS? WHERE CAN
YOU FULFIL THESE
DESIRES?

47. WHAT ARE YOUR
CUSTOMER’S PAINS?
WHERE CAN YOUR
PRODUCT OR SERVICE
RELIEVE THE PAIN?

48. WHAT DOES YOUR
CUSTOMER WANT TO
GAIN? WHAT DO THEY
WANT TO ACHIEVE AND
HOW DO THEY MEASURE
SUCCESS? WHERE CAN
YOUR PRODUCT ADD
VALUE?

49. EMPATHY
EXERCISE

51. Two sides to a conversation

52. THE GROUND
RULES

53. #1 – MAKE
YOUR
OWN
GAME

54. WHY?
PEOPLE THAT
MAKE THEIR
OWN GAME WIN

55. HOW?
PLAYING,
HACKING,
PROGRAMMING

56. “DO NOT GO WHERE THE PATH MAY LEAD;
GO INSTEAD WHERE THERE IS NOT PATH AND
LEAVE A TRAIL”
RALPH WALDO EMERSON

57. EXERCISE
WHAT IS YOUR SPECIALISM, WHAT
IS YOUR PASSION?

58. BACK TO THE
WONDERWALL

59. #2 –
BE ONE
OF US

60. WHY?
PEOPLE WILL
ASK QUESTIONS:
WHO IS THIS
GUY, CAN WE
TRUST HIM?

61. BECOME A
TRUST
AGENT

62. #3 – THE
ARCHIMEDES
EFFECT

63. “GIVE ME A LEVER LONG
ENOUGH AND I CAN MOVE
THE WORLD”
ARCHIMEDES OF SYRACUSE

64. HOW?
BE BOLD ABOUT YOUR BUSINESS PURPOSE
BE EVERYWHERE
BE RELENTLESS
BE GRACIOUS

65. #4 – AGENT
ZERO

66. HOW?
BUILD AWARENESS OF WHO YOU ARE
HANG OUT IN THE NETWORKS YOU WANT TO
BE KNOWN IN AND INTERACT
ALWAYS BE THERE
LEAVE A TRAIL
BUT REMEMBER THE WEB, LIKE AN ELEPHANT,
NEVER FORGETS

67. BE
LIKE
THIS
MAN

68. GOLDEN RULE OF SOCIAL
MEDIA
10% CONTENT –
90%COMMENT

69. CONTENT
WHAT EXPERTISE DO WE HAVE AND HOW CAN WE
SHARE IT WITH OUR CUSTOMERS?
WHAT IS OUR COMPETITION DOING AND CAN WE
DO IT BETTER?
IS THERE SOMETHING I CAN CREATE THAT
EMPOWERS MY CUSTOMERS TO CONNECT TO ONE
ANOTHER BETTER?
HOW CAN I USE THIS INITIATIVE TO STAY
CONNECTED TO MY CONSUMERS?

70. “CONTENT IS KING, BUT MARKETING IS
QUEEN (AND THE QUEEN RULES THE
HOUSEHOLD)”
GARY VAY-NER-CHUK

71. BACK TO THE
WONDERWALL

72. FACEBOOK

73. UPDATE,
UPDATE
AND
UPDATE!

74. FAN PAGES
V
USER
PROFILES?

75. FANS R US

76. VIRAL MARKETING

77. TWITTER (MICRO –
BLOGGING)
140

78. BUSINESS GOALS
THROUGH TWITTER

79. USE TWITTER TO GENERATE
SALES
USE TWITTER FOR CUSTOMER
SERVICE
USER TWITTER FOR CLIENT
ACQUISITION

80. HASH-TAGS
#FINDGOODSTUFF
#YOURCOMPANYNAME

81. TWEETDECK (WWW.TWEETDECK.COM)

82. TWELLOW (WWW.TWELLOW.COM)

83. BLOGGING

84. WHERE DO I START?
1 - YOU DON’T NEED TO BE A GEEK
2 – WHAT’S YOUR PERSONAL BRAND
3 – RIPPLES NOT SPLASHES

85. WHAT DO I BLOG ABOUT?

86. TECHNIQUES AND
TACTICS
USE VISUAL ELEMENTS TO CAPTURE ATTENTION
KEEP IT CLEAN AND TO THE POINT
WRITE POWERFUL HEADINGS
PROVIDE USER FRIENDLY LISTS

87. TECHNIQUES AND
TACTICS
WRITE INFORMATIVE HOW TO ARTICLES
WRITE REVIEWS OF RELEVANT PRODUCTS OR
SERVICES
DON’T ABANDON YOUR READERS

88. HASH-TAGS
#FINDGOODSTUFF

89. FLICKR

90. YOUTUBE

91. SLIDESHARE

92. MESH BUSINESS

94. MESH BUSINESSES ARE THRIVING
ON THE GROWTH OF SOCIAL
MEDIA, THE INTERNET. WIRELESS
NETWORKS AND MOBILE PHONES

95. THE MESH IS BASED ON A
NETWORK-ENABLED SHARING –
ON ACCESS RATHER THAN
OWNERSHIP

96. SOME CONNECTIONS ARE
FORMED DIRECTLY SUCH AS AN
AGREEMENT AMONG COMPANIES
TO IDENTIFY A MARKET AND MAKE
COORDINATED OFFERS

97. OTHER CONNECTIONS ARE
FORMED INDIRECTLY THROUGH
THIRD PARTIES, SUCH AS THOSE
VIA CUSTOMERS SOCIAL
NETWORKS

98. ALL MESH BUSINESSES RELY ON
BASIC PREMISE: WHEN THE
INFORMATION ABOUT GOODS IS
SHARED, THE VALUE OF THOSE
GOODS INCREASES, FOR THE
BUSINESS, FOR INDIVIDUALS AND
FOR THE COMMUNITY

99. BACK TO THE
WONDERWALL

100. BILL@SIMPLIFYWITHUS.COM
TWITTER: SIMPLIFYWITHUS
BLOG:
SIMPLIFYWITHUS.TYPEPAD.COM/BILLS_BLOG