1. LEVERAGING SOCIAL MEDIA FOR BUSINESS Anthony Juliano 2010 Conference May 19, 2010

2. Hi!

3. What this presentation is NOT

4. How Facebook can make you a millionaire Tweet your way to the top! How to develop an internal social media policy Everything you always wanted to know about social media (but were afraid to ask)

5. It’s about how social media is changing your business…

6. …and how you can leverage social media in your business

7. A few definitions

8. What is Social Networking? Social Media? Web 2.0? Interactive Dialogue User-generated Web 2.0 Social Media LinkedIn MySpace Facebook Blogs Microblogs Photo/vid sharing Social Ntwrkg

10. What is Social Networking? “Social networking is people having conversations online” Social networking is your surrogate when you can’t be with your friends/family/customers/ prospects Social networking is a glass against the wall Social networking gives you permission to speak Social networking is your online resume

11. Social Networking - Pros Keeps your name in front of prospects/ customers Increases traffic to your website Helps you build relationships Allows you to actively promote services/products for sale Makes you “more human” Gives you insight into customers’/ prospects’/friends’ lives

12. Social Networking - Cons Demands time and attention Takes time to build a presence Risk of “overselling” Blends the personal and the professional Must be carefully integrated with your larger marketing strategy May give your competitors insight into your business

13. THIS IS A TEST

14. If were a country, it would be larger than… U.S. Japan Mexico All of the above I’m sorry, but could you repeat the question? I was just updating my status.

15. If were a country, it would be larger than… D. All of the above

16. Largest countries in the world 1. People's Republic of China - 1.3 billion 2. India - 1.3 billion Facebook - >400 million reg. members 3. United States - 307 million Russia - 143 million Japan - 128 million Mexico - 108 million

17. Social media is NOT a trend

18. How Social Media is Changing Your Business

19. Customers can easily communicate with each other…

20. …and you can listen in

21. Word of mouth travels much faster than ever before

22. There are an infinite number of messages competing for your audience’s attention

23. What’s the most interesting topic in the world to you?

24. You.

25. Web 2.0 is revolutionizing our expectations

26. “Interruption” advertising is becoming less effective

27. “You can buy attention (advertising). You can beg for attention from the media (public relations). You can bug people one at a time to get attention (sales). Or you can earn attention by creating something interesting and valuable and then publishing it online for free: a YouTube video, a blog, a research report, photos, a Twitter stream, an ebook, a Facebook page.” - David Meerman Scott

28. The Big 4

29. Facebook Best for: Building relationships with a group of “fans” Pitfalls: Hard to engage audience unless they’re truly fans When “fan” group is very large, it’s hard to manage relationships with individuals Used more for personal networking

31. Information and education, not advertising

32. An experience that makes fans want to connect with each otherREMEMBER: on Facebook, you don’t have customers, you have…

34. If you have fans, you may need a Facebook page If you just have customers, you may not If you have to choose, better to have customers and no Facebook page than have a Facebook page and no customers

35. Twitter Best for: Listening to customers Short-shelf-life information Pitfalls: Labor intensive Tweets are here today, gone tomorrow

36. YouTube Best for: Demonstration User generated content Pitfalls: User generated content will not always be favorable The bar is set very high

37. LinkedIn Best for: Professional services providers Career advancement Recruitment Pitfalls: Harder to make an emotional connection

38. 80% of companies use social media for recruitment 95% of these companies use LinkedIn Source: Erik Qualman, Socialnomics

39. Think beyondthe Big 4

41. Discussion groups

42. Intranets

43. Wikis

44. RSS Feeds

45. Social news sites

46. Virtual worlds/ Social gaming

48. Boss blog

49. “A CEO or senior manager blog can act as an ongoing ‘town hall meeting.’ The direct, informal nature of blogs appeals to many employees and encourages them to approach their senior team with questions and comments.” - SnapComms.com

50. Discussion groups

51. “Cisco…launched an initial discussion forum…to share thoughts and ideas and start threaded conversations, to discuss topics, and to ask questions and get answers from the Cisco community.” - “Web 2.0 @ Cisco: The Evolution”

53. Focused conversations

54. Collaboration/camaraderie

55. Leverage collective wisdom

58. Wikis

61. Harness collective intelligence

62. Improve productivity and downtime

63. Monitor morale

64. Recruitment

65. Education

67. 1. Make social media a priority—or don’t do it at all

68. 2. Be AUTHENTIC

69. 3. Give to get

70. 4. Carve out a niche

71. 5. Be prepared and willing to adapt as social media changes

72. 6. Don’t try to do everything

73. 7. Have a strategy

74. Marketing strategy Social media strategy LinkedIn strategy

75. 8. Decide how you’ll measure ROI

76. What’s your goal? More web traffic? Increased inquiries/sales? Media coverage? Fewer support calls/more self service? It should NOT be number of fans/friends/followers

77. Questions?

78. Thanks! ajjuliano@gmail.com (260) 615.3426 If you enjoyed this presentation, please recommend me on