Presentation given at Knowledge Village, Organized by Murdoch University, Dubai

1. Social Media And Us
The How-to Guide For
Marketing 2.0

2. We Have Too Many Choices, Too
Many Good Choices, And We've
Gotten Too Good At Ignoring
Messages.

3. 1. How-to Start Taking Social Media Seriously
2. How-to Develop A Social Media Strategy For
Your Business
3. How-to Choose From An Overwhelming
The Conversation
Number Of Social Media Tools
a) Why Care For The Chosen Tools?
b) How To Make The Best Of Them?
c) Success Stories
d) Resources
4. How –To Measure
Social Media ROI On
Business
5. How-to Get Your Business
Involved
6. How-to Make The Most Of
This Seminar

4. How-To Start Taking Social
Media Seriously

5. “Professional marketers were trained to
talk. They were the “spinners”, the ones
who could come up with the talking points,
the unique selling proposition. Whether a
customer was ready to listen wasn’t a big
concern. We just had to figure out what
shows they were watching and hope they
stayed on the couch.”
www.livingstonbuzz.com/Blog

6. Social Media: Not Just A
Passing Fad, Its Here To Stay

7. “Search, as we know it, is dead.” What he means is
that, with the rise of social networking sites such as
Facebook, MySpace, Twitter, Second Life,
LinkedIn, the next generation of Web users may
find what they want by using their social network
rather than a search algorithm. After all, the people
in your online social network should know you
better than a mathematical equation, right? ”
Glenn Derene

8. How-To Develop A Social
Media Strategy For Your
Business

9. Step 1: LISTEN

10. Step 2: PREPARE
• Find The People
• Set Rules of Engagement
• Define Your Strategy
Read: Jeremiah Owyang’s list of social media
strategies from enterprise corporations.

11. Step 3: ENGAGE

12. Step 4: GO OFFLINE
Social media is simply a group of tools that help
facilitate conversations, but there’s really no
replacement for face-to-face interaction. Use
trade shows and other events as opportunities
to build even stronger relationships with the
members of your online community.

13. Step 5: Measure Success
 Did we learn something about our customers that we didn’t
know before?
 Did our customers learn something about us?
 Were we able to engage our customers in new conversations?
 Do our employees have an effective new tool for external
feedback and reputation management?

14. How-To Choose From an
Overwhelming Number of
Social Media Tools

15. There Are Some Safe Places
To Start

16. Why Should You Care?
Sites like these are revolutionizing how
people and businesses communicate.
Seriously.

17. Posts Can Be Funny

18. Or Silly…

19. Or Informative

20. How businesses use twitter

21. How-To Use
Twitter To
Service and
Create Brand
Equity With
Your
Customers

22. Step 1 - Understand
• Understand why twitter is
an ideal customer-service
platform:
Problem resolution
Positive brand image
Staff involvement
Cost reduction

23. Step 2 - Track
• Track The Entire Conversation Around Your
Brand

24. Step 3: Respond Quickly &
Transparently
• Make Your
Customers Aware
Of Your Presence

25. Step 4,5,6,...: Do-It-Right
• Be Engaged In The Conversations
• Be Authentic

26. RESOURCES
• Must Read: 40 of the best twitter brands and the people behind
them, By Jennifer Van Grove.
• A funny one: What’s a dry cleaner doing on twitter? By, Ann
Handley.

27. FACEBOOK

28. Why Should You Care?
• Social networks have become the hubs of
people's online lives.
• They may visit lots of sites, but their networks
are where they live.
More Reasons? Read: 10 Reasons to use
Facebook for business, By Mari Smith

30. RESOURCES
• Read: 5 tips to optimizing your brands
Facebook presence, By Steve Coulson

31. BLOGGING
“ I see no reason for any
company not to blog – unless
they’re sleazy. Every
company needs a feedback
system, and the easiest way to
do that is through a Blog. It’s
almost a truth serum.”
Jackie Huba – Church of the Customer

32. Why Should You Care ?
• Blogs are now a standard source of news and
info
77% of active Internet users read blogs
133 million blogs created since 2002
Roughly half of all bloggers are over 35
• Bloggers are influential even beyond their blogs
• A little time and money goes a long way
• 8 of 10 bloggers post product reviews
• Search engines love blogs

33. How-To Reach Out To Bloggers

34. It’s All About The
LOVE

35. The Golden-Rule To Follow

36. RESOURCES
• For the new marketing exec, who will be asked to do the dirty
work: 40+ topics for corporate bloggers, By Aaron Uhrmacher
• Not Confident? Read: 35+ examples of corporate social media
in action, By Aaron Uhrmacher

37. How-To NOT Be
Afraid

38. “The real risk doesn't lie in having a project that
doesn't succeed, or doesn't succeed in quite the
way you'd hoped. The real risk is being taken by
organizations that aren't investing in learning those
conversational skills – because increasingly, the
public is coming to expect them. And if a
company, organization or agency isn't listening,
they'll turn to one that does”
Canadian Marketing Association's Word of Mouth Marketing
Conference

39. How-To Measure Social
Media Return On Investment
On Business
Measuring Social Media
Is easy in practice, but
difficult in theory

40. Qualitative
• Are we currently part of conversations about our
product/industry?
• How are we currently talked about versus our
competitors?
Then to measure success, we ask whether we were able to:
• Build better relationships with our key audiences?
• Participate in conversations where we hadn’t previously
had a voice?
• Move from a running monologue to a meaningful
dialogue with customers?

41. Quantitative

42. How-To Measure Social
Media Influence

43. Here is a starting point
• Incoming Traffic - Page views, Incoming traffic from search
engines, rss subscribers
• Incoming Links - Primarily manual links such as blogrolls,
in-post deep links
• Reader Engagement - Internal searches, time on site
• Recommendations - Retweets, share stats
• Connections - Number of mutual connections, number of
mutual connections on multiple sites
• Track Record - Age of domain, number of blog posts, length
of engagement
• Engagement - How often and long a person has engaged with
a service online

44. RESOURCES
• Top 10 Free Tools For Monitoring Your Brand’s
Presence, By Dan Schawbel
• Top 10 Reputation Tracking Tools worth paying for,
By Dan Schawbel

45. Where Do You Start?
How-To Get Your Business
Involved

46. List To Stimulate Ideas
• HR • Marketing/Comm
Introduce a new Public Relations
employee International News
Employee Newsletter room
Training Better Customer
• Sales Engagement
Sales Collateral Thought Leadership
Lead Generation • Product/Design Group
Management Customer Support
Communication Product Prototype
Innovation

50. How-To Make The Most Of
This Seminar

51. Start Today
• Attendance and enthusiasm is half the game
• Dedicate time to making this work
• Seek first to understand, and then to be
understood
• The conversation is going on right now, the
only decision is, if you will be involved
• Bonus How-To: Find a Job on twitter, by Sarah
Evans

52. “We can’t solve problems using the
same thinking we used when we
created them.”
--Albert Einstein

53. CONTACT
• Twitter: @AkankshaGoel
• LinkedIn
• Email:
info@akankshagoel.com