New Rules
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This document outlines a seminar on social networking for business. It discusses setting up a Twitter account and participating in online discussions using tools like Tweetchat. Attendees are prompted to share why they are attending. The presentation covers developing new rules for social networking, creating personas for target customer groups, and developing goals and content for an organization's social media strategy. Attendees are asked to identify personas for their own companies and discuss how to create targeted web pages and content for those personas.
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New Rules
- 1. The New Rules Social Networking for Business Seminar 1 WowWebWorks 1
- 2. The New Rules Social Networking for Business Seminar 1 Did You Know? WowWebWorks 2
- 3. What Are You Doing Now? To help you to answer that question we’re going to get you started using Twitter Twitter.com WowWebWorks 3
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- 5. 5
- 6. 6
- 7. Skip this step for now 7
- 8. 8
- 10. Tweetchat.com 10
- 11. Using Twitter Today The idea is for your feedback during the seminar Can transform seminars into more of a dialogue and less monologue Your active participation helps you focus 11
- 12. Why Are You Here? Tweet your answers now! ✦ 12
- 13. Why Are You Here? A business owner in an ✦ economic pinch 13
- 14. Why Are You Here? A business owner in an ✦ economic pinch Feeling more bound than ✦ free on the internet 14
- 15. Why Are You Here? A business owner in an ✦ economic pinch Feeling more bound than ✦ free on the internet Doing Social Networking ✦ now but feeling it’s a waste of precious time 15
- 16. Why Are You Here? A non-profit or church ✦ trying to develop an internet strategy 16
- 17. Why Are You Here? A non-profit or church ✦ trying to develop an internet strategy Just trying to make sense ✦ of all this Social Networking stuff 17
- 18. Some of the Tools You Have 18
- 19. Can you name the movie? 19
- 20. Butch Cassidy and the Sundance Kid 20
- 21. Remember the Dialogue? 21
- 22. Remember the Dialogue? Before riding the bicycle Etta Place: Do you know what you’re doing? 22
- 23. Remember the Dialogue? Before riding the bicycle Etta Place: Do you know what you’re doing? Butch: Theoretically 23
- 24. 24
- 25. So why would I choose Frazz to illustrate an important point to start? 25
- 26. New Tools Require New Rules 26
- 27. Rules? Harvey: Guns or knives? ✦ 27
- 28. Rules? Harvey: Guns or knives? ✦ Butch: No, no, not yet. Not ✦ until me and Harvey get the rules straightened out. 28
- 29. Rules? Harvey: Guns or knives? ✦ Butch: No, no, not yet. Not ✦ until me and Harvey get the rules straightened out. Harvey: Rules? In a knife ✦ fight? No rules. 29
- 30. Today’s Purpose I could start headlong here into all the things you can do on SN sites But our purpose here today is NOT to help you flail away and waste time My purpose today is to get you some help so you can be eective using them Just showing you how to use them will NOT accomplish that goal 30
- 31. Old Rules 31
- 32. Old Rules Customers Your Business Message 32
- 33. Old Rules Customers Newspaper Ads Your Business Message 33
- 34. Old Rules Customers Newspaper Ads Your Business Message 34
- 35. Old Rules Customers Newspaper Ads Radio Ads Your Business Message 35
- 36. Old Rules Customers Newspaper Ads Radio Ads TV Ads Your Business Message 36
- 37. Old Rules Customers Newspaper Ads Radio Ads TV Ads Newspaper PR Your Business Message 37
- 38. Old Rules Customers Newspaper Ads Radio Ads TV Ads Newspaper PR Your Business Yellow Message Pages 38
- 39. Old Rules Customers Newspaper Ads n io d pt se ru Radio Ads Ba ter In TV Ads Newspaper PR Your Business Yellow Message Pages 39
- 40. Old Rules Customers Newspaper Ads n io d pt se ru Radio Ads Ba ter In ng TV Ads li el s ut bo a ly ve Your Business si ts Yellow Message lu uc xc d E ro Pages p 40
- 41. New Rules Website Blog Video Customers Your Business Message 41
- 42. New Rules Website Blog Video Customers Your Business Message 42
- 43. New Rules Website Blog Video Your Business Message 43
- 44. New Rules I am YOUR solution to YOUR problem You ✦ are never MY solution to MY problem. 44
- 45. New Rules The value of each viewer/user/customer is NOT THE SAME! After meeting with more and more marketing agencies it has become clear to me that people don’t understand a internet user, one that uses tools to spread their passions and interests, they are VERY dierent the a TV watcher that takes in the content and goes to sleep! All consumers are not equal and the quicker Brands understand that and use this nugget they will be able to distance themselves from their competition. Gary vay – ner – chuk Let’s hear it from him: garyvaynerchuck.com 45
- 46. New Rules Last December ’08, seeking to enhance sales, Gary oered free shipping and promoted it three ways. As a result, he said, a direct marketing mailing cost $15,000 and brought in 200 new customers; a billboard ad cost $7,500 and won 300 new customers; and tweeting the promotion on Twitter attracted 1,800 new customers. No wonder he loves the online approach and is in demand as a consultant by businesses as large as Disney and as small as neighborhood hardware stores. His Story: http://bit.ly/YuzS 46
- 47. Developing Your Organizational Goals Message 47
- 48. Create Website and Blog/Vlog Developing Your Organizational Goals Message 48
- 49. Create Website and Blog/Vlog Reveal the Message Goals Developing Your Organizational Goals Message 49
- 50. Picking Your Tools Create Website and Blog/Vlog Reveal the Message Goals Developing Your Organizational Goals Message 50
- 51. Active Participation Picking Your Tools Create Website and Blog/Vlog Reveal the Message Goals Developing Your Organizational Goals Message 51
- 52. Developing Your Organizational Goals Message 52
- 53. Developing Your Organizational Goals Message To tell people about your great, industry leading, cutting edge, next generation, out of the box, high demand, leading edge, paradigm shifting... product! 53
- 54. Developing Your Organizational Goals Message To tell people about your great, industry leading, cutting edge, next generation, out of the box, high demand, leading edge, paradigm shifting... product! 54
- 55. Developing Your Organizational Goals Message To tell people about your great, industry leading, cutting edge, next generation, out of the box, high demand, leading edge, paradigm shifting... product! GET OVER IT CUT THE GOOBLDYGOOK 55
- 56. Developing Your Organizational Goals Message Develop Your Goals Increase Revenue by 20% Get more votes in Kalamazoo Country Increase donations online by 35% Increase membership by 15% this year Increase applications for the school by 10% Write them down - make them measurable 56
- 57. Customer Personas and Your Organization Think About Who Your Customers Are Developing Your Organizational Goals Message 57
- 58. Customer Personas and Your Organization Developing Your Organizational Goals Message 58
- 59. Customer Personas and Your Organization Developing Your Organizational Goals Message 59
- 60. Customer Personas and Your Organization Developing Your Organizational Goals Message 60
- 61. Customer Personas and Your Organization micotargets Developing Your Organizational Goals Message 61
- 62. Customer Personas and Your Organization micotargets target persona profiles Developing Your Organizational Goals Message 62
- 63. Customer Personas and Your Organization Develop a personal profile for each Developing Your Organizational Goals Message 63
- 64. Customer Personas and Your Organization Develop a personal profile for each What are their goals, aspirations or problems? Developing Your Organizational Goals Message 64
- 65. Customer Personas and Your Organization Develop a personal profile for each What are their goals, aspirations or problems? What media do they rely on for answers? Developing Your Organizational Goals Message 65
- 66. Customer Personas and Your Organization Develop a personal profile for each What are their goals, aspirations or problems? What media do they rely on for answers? How can you reach them? Developing Your Organizational Goals Message 66
- 67. Customer Personas and Your Organization Develop a personal profile for each What are their goals, aspirations or problems? What media do they rely on for answers? How can you reach them? Where are they to be found? Developing Your Organizational Goals Message 67
- 68. Customer Personas and Your Organization Develop a personal profile for each What are their goals, aspirations or problems? What media do they rely on for answers? How can you reach them? Where are they to be found? What words and phrases do THEY use? Developing Your Organizational Goals Message 68
- 69. Customer Personas and Your Organization Develop a personal profile for each What are their goals, aspirations or problems? What media do they rely on for answers? How can you reach them? Where are they to be found? What words and phrases do THEY use? What sorts of images and multimedia appeal to them? Developing Your Organizational Goals Message 69
- 70. Customer Personas and Your Organization Develop a personal profile for each What are their goals, aspirations or problems? What media do they rely on for answers? How can you reach them? Where are they to be found? What words and phrases do THEY use? What sorts of images and multimedia appeal to them? Do they like short choppy or long verbose sentences? Developing Your Organizational Goals Message 70
- 71. Customer Personas and Your Organization Each persona reaching your web content should find themselves there and say, “Hey, that’s me. These people understand me and my problems. I bet they have a product that fits my needs.” Developing Your Organizational Goals Message 71
- 72. Customer Personas and Your Organization When you really know how your buyers think and what matters to them, you eliminate the agony of guessing about what to say or where and how to communicate with buyers. Developing Your Organizational Goals Message 72
- 73. Customer Personas and Your Organization Developing Your Organizational Goals Message 73
- 74. Customer Personas and Your Organization Developing Your Organizational Goals Message 74
- 75. Customer Personas and Your Organization Research the language they use, especially related to your services Adjust your language to fit theirs Developing Your Organizational Goals Message 75
- 76. Customer Personas and Your Organization Developing Content to Reach YOUR Audience Developing Your Organizational Goals Message 76
- 77. Customer Personas and Your Organization Developing Content to Reach YOUR Audience Begin to think like a publisher Developing Your Organizational Goals Message 77
- 78. Customer Personas and Your Organization Developing Content to Reach YOUR Audience Begin to think like a publisher First create a content-rich Web site with pages organized by buyer persona. Developing Your Organizational Goals Message 78
- 79. Customer Personas and Your Organization Developing Content to Reach YOUR Audience Begin to think like a publisher First create a content-rich Web site with pages organized by buyer persona. Start by creating some new individual pages, each with specialized content customized for a particular buyer persona Developing Your Organizational Goals Message 79
- 80. Customer Personas and Your Organization An Example Using A College Site Sam the Athlete Developing Your Organizational Goals Message 80
- 81. Customer Personas and Your Organization An Example Using A College Site Sam the Athlete Specific content written for him that describes what it’s like to be a student athlete at the college and gives tips for the admission process. Developing Your Organizational Goals Message 81
- 82. Customer Personas and Your Organization An Example Using A College Site Sam the Athlete Specific content written for him that describes what it’s like to be a student athlete at the college and gives tips for the admission process. Include profiles of current student athletes or even a blog by one of the coaches Developing Your Organizational Goals Message 82
- 83. Customer Personas and Your Organization An Example Using A College Site Sam the Athlete Specific content written for him that describes what it’s like to be a student athlete at the college and gives tips for the admission process. Include profiles of current student athletes or even a blog by one of the coaches Links on Home page and Admissions pages just for him - “High School athletes start here” or “Special information for student athletes” Developing Your Organizational Goals Message 83
- 84. Practical Application Time to start pulling your ✦ sled uphill 84
- 85. Practical Application Time to start pulling your ✦ sled uphill 85
- 86. Group Discussion Form quick group of 3-4 people ✦ Exchange business cards if you have them ✦ 7 minutes to identify 2 personas for your ✦ company or organization Answer these questions ✦ Do you now have pages specifically for ✦ those persona on your website? If not, how can you change that? ✦ 86
- 87. 10 Minute Break 87
- 88. What We’ve Covered So Far Developed organizational goals Built 1 or more personas Researched words and phrases buyers use Next...? Developing Your Organizational Goals Message 88
- 89. What Do You Want Your Buyers to Believe? Developed organizational goals Built 1 or more personas Researched words and phrases buyers use What do you want each buyer persona to believe about your organization? Developing Your Organizational Goals Message 89
- 90. What Do You Want Your Buyers to Believe? Bush beat Kerry with “stay the course”. Obama beat McCain with “Change” Developing Your Organizational Goals Message 90
- 91. What Do You Want Your Buyers to Believe? Does Volvo just sell a car? Developing Your Organizational Goals Message 91
- 92. What Do You Want Your Buyers to Believe? Does Volvo just sell a car? Developing Your Organizational Goals Message 92
- 93. The Next Big Thing? 93
- 94. The Next Big Thing? 94
- 95. Dominant Players Hulu.com Apple TV YouTube.com Ted.com (High Quality Video) Viddler.com 95
- 96. Current Big Things Twitter.com Facebook.com Facebook Company Web Pages Advanced LinkedIn set ups 96
- 97. Twitter Applications NearbyTweets.com CoTweets.com - Co. Tweets TweetDeck - Automatic Shortening, Grouping TwitterFox (Firefox Add-On) TwittinSecrets.com - Tool bar for IE Firefox PowerTwitter - Firefox Add-on Expands Video, Photos and Links Twitbacks.com - Custom Backgrounds http://www.squidoo.com/twitterapps Exhaustive list of applications 97
- 98. Extended Seminars http://tinyurl.com/wowevents The New Rules April 7 - 9-12 (Sold Out) May 19 - Tuesday 9-12 (Repeats #1) May 7 - Taking Back Control of Your Website 98
- 99. Using Your Signature John Clark Wow Web Works (269) 321-5041 o (269) 599-7482 c LInkedIn: http://www.linkedin.com/in/ wowwebworks Twitter: http://twitter.com/wowwebworks My Facebook: http://tinyurl.com/Johns- Facebook Wow Facebook Page: http://tinyurl.com/ wowfacebook WowBlog: http://tinyurl.com/WowBlog YouTube Channel: http://www.youtube.com/ 99 user/WowWebWorks
Notes de l'éditeur
- Pause to review Tweets
- the problem here is what to do with all these tools - and more.
- Remember this scene?
- Remember this scene?
- So, I theoretically know what I’m talking about in Social Media Many so called experts out there - all self proclaimed as there are not certifications At issue is know what to do with the tools once in your hand
- Two issues 1. To hesitant to enter the game 2. Entering headlong and not having an action plan to do it Results - wasting a LOT of time and effort
- Two issues 1. To hesitant to enter the game 2. Entering headlong and not having an action plan to do it Results - wasting a LOT of time and effort
- Now - when it comes to RULES - I choose that term with some hesitation
- The problem here is 40 minutes long - Upcoming Social Networking Seminar=9 hours
- Now - let’s look at the OLD RULES
- If you wanted to get your message to the customer you had to go through the gate keepers
- Mass Media
- Now - let’s look at the OLD RULES
- Now - let’s look at the OLD RULES
- Now - let’s look at the OLD RULES
- Now - let’s look at the OLD RULES
- Now - let’s look at the OLD RULES
- Interruption Based - Stop what you wanted to do to see annoying things
- Outbound Advertising - Boosting about what you are or have
- If you can engage them in something they like - they give you feedback They then broadcast what they like to others
- If you can engage them in something they like - they give you feedback They then broadcast what they like to others
- If you can engage them in something they like - they give you feedback They then broadcast what they like to others
- See how exciting it is to simply read that? Now compare it with the passion of a VIDEO Which will have more impact?
- Tested Results
- In order to make it all work - these are the fundamentals you need to work out We will detail this in this first class more than the last two classes - MOST IMPORTANT PART
- Once you’ve developed that message - Then design/structure your web presence to reflect that
- This will be the foundation base from which to launch your efforts We will cover some very basic elements of this
- You need to educate yourself on the tools Create a Tool Kit Combo to best get your message out there and establish yourself YOU CAN’T USE THEM ALL - Cherry Pick from the assortment
- Get wet! Jump In and begin establishing your grubstake in the Wild!
- Building buyer personas 1 step probably the single most important thing you will do in creating your marketing and PR plan. Need to develop a marketing plan to reach each one
- Soccor Moms Joe the Plumber NASCAR Dads Security Moms
- For each type of buyer develop a personal profile What are their goals, aspirations, problems? What media do they rely on for answers to problems? If you were Starbucks, what would you be marketing?
- For each type of buyer develop a personal profile What are their goals, aspirations, problems? What media do they rely on for answers to problems?
- For each type of buyer develop a personal profile What are their goals, aspirations, problems? What media do they rely on for answers to problems?
- For each type of buyer develop a personal profile What are their goals, aspirations, problems? What media do they rely on for answers to problems?
- For each type of buyer develop a personal profile What are their goals, aspirations, problems? What media do they rely on for answers to problems?
- For each type of buyer develop a personal profile What are their goals, aspirations, problems? What media do they rely on for answers to problems?
- For each type of buyer develop a personal profile What are their goals, aspirations, problems? What media do they rely on for answers to problems?
- For each type of buyer develop a personal profile What are their goals, aspirations, problems? What media do they rely on for answers to problems?
- Notice who our target client is? Is he dressed right? Does the text speak to his problems or needs? Where does the click land him?
- The typical website is a -one size fits all Organized around the company’s products, services Not by categories corresponding to the buyers persona
- You should develop an editorial plan to reach your buyers with focused content IN MEDIA THAT THEY PREFER
- This does NOT mean you have to redesign your entire site I hopefully will not require a redesign or your architecture - if it’s easy to control content
- Create links to these pages and leave the rest of the site alone.
- High school student who is a varsity athlete and candidate for admission
- High school student who is a varsity athlete and candidate for admission
- At the same time develop pages for parents of high school students who are considering the school Deal with financial aid and safety on campus Consider an editorial plan for each persona
- At conclusion - Tweet up thoughts on how important this can be for your business or organization Comments - verbal
- Each candidate tapped into what they felt people wanted - spoke their language - won!
- Each candidate tapped into what they felt people wanted - spoke their language - won!
- Volvo - Safety Lexus? Dodge? Honda?
- .TV is going to go huge and just getting started The merger of TV and Internet is happening at lightening speed. The world of the talkies is now here full force