Getting Business From Social Meda

www.ianbrodie.com

Ian Brodie - JCI Manchester - 15 September 2010

Getting Business From Social Media

http://www.ianbrodie.com


For more free resources on attracting clients and winning business go to www.ianbrodie.com

Agenda

Key Principles for Getting Clients

Different Types of Social Media

Twitter

Linkedin




Types of Social Media




Social Media are media which allow and encourage user interaction and user

generated content

...and for users to comment, share and interact with each others content




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“…infinite monkeys now inpu1ng away on the Internet…” Andrew Keen, The Cult of the Amateur




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Six Types of Social Media: Blogs




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Some Blogs Are Actually Quite Good!

The original social media “Power to the people” websites

Allow comments and discussions, polls, forums, video, podcasts

Still the most effective way for most businesses and individuals to win business via the web




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Six Types of Social Media: Social Bookmarking

Highlighting interesting websites and content to others

Can drive viral traffic to a website - if topic is in right field and is “promoted”




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Six Types of Social Media: Media Sharing

Makes it easier for your content to be found

Videos can go viral (but rarely commercial ones)

Thought leadership in document sharing sites sometimes easier to find via search engines

Links back to home site for SEO




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Six Types of Social Media: Wikis

Authoritative sources of information

If you can pull it off - can establish the originator as an authority in their field


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Six Types of Social Media: Embedded Social Media

Social media used to enhance traditional sites

Votes, reviews, polls, comments, etc.


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500m users

130m users

75m users

75m users

Others:

Bebo – 117m users ??Orkut – 100m users

AdultFriendFinder – 20m users

Ning – 300,000 active sites

Source, Wikipedia September 2010

Six Types of Social Media: Social Networking




Key Principles for Getting Clients with Social Networking




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Social Networking can be used in two distinct phases of business development

Meeting new people(Lead generation)

Building relationships(Lead nurturing)




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=Network Size

• Number of contacts

x

Conversion• “Quality” and relevance of contacts• Depth of relationship

The Principles of Networking for Business




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Online Social Networks can Overcome some of the Restrictions of Face-to-Face Networks

Online Networks:

Make connections visible

Allow you to find people you couldn’t otherwise find

Allow you to connect with people you couldn’t otherwise connect with

Allow you to manage bigger networks

Sometimes deepen relationships




Twitter




Can you get business value from Twitter?My Twitter Experiment

• Joined Twitter in mid 2008 on urging of contacts

• Nothing happened...

• In 2009, decided to experiment with what it would be like to have lots of followers...

• Figured out how to do it...

• Now have 78,000+ followers...

• And have identified two very different strategies for getting clients via Twitter




Two very different strategies

Traffic Model Relationship Model




Two very different strategies

Traffic Model Relationship Model

Twitter is a Tool

There’s no “one best way” of using it.




The Traffic Model Logic:

Get lots of targeted followers

Tweet useful, interesting, valuable stuff

Mix in links to articles/blog posts on your site

Capture clicks onto email list

Build relationship with email list

Requires

Automated following

Automated backend to “monetize list”




The Relationship Model Logic:

Laser target small number of potential clients/referrers

Build “watercooler” relationship - combine value-added informational tweets with relationship building chat

Convert Twitter relationship to real world relationship (e.g. offer to have coffee)

Requires

Relationship building (smalltalk) skills

Time and effort




Which model to choose?

The blindingly obvious: both models require a reasonable number of your target clients/referrers to use Twitter.

The models are largely incompatible - almost impossible to build deep relationships with 78,000 followers.

Traffic model is less work - if you have a backend already set up. Relationship model quicker and easier to

implement for most professionals.




Linkedin Fundamentals:Building a Powerful Profile

Clients?

Referrers?

Your next employer?

Your soul-mate?

No one in particular?

Who are you writing your profile for?


Linkedin Fundamentals:Building a Powerful Profile

Your profile summary should be more like your introduction at a networking event than your CV:

Which clients do you serve?

How do you help them?

What problems do you solve?

What results do they achieve?

Your backstory - what makes you credible/different?

It should also get across the essence of your personality - what you would be like to work with.




Linkedin Fundamentals:Connection Strategies

Linkedin is powered by connections

Number of connections

Value obtained from Linkedin

100+ significantly increased search

visibility

300+ “complete” visibility + high

value suggestions

500+ highly attractive to connect to




Linkedin Fundamentals:Connection StrategiesTwo contrasting approaches

Open Networkers

“Fred 6000+ LION Smith”

Actively build as many connections as possible

Selective Connector

Connect only to those they already know or are

referred toHappy Medium?

“Hands out business cards to everyone”

“Only talks to his friends”




Linkedin Fundamentals:Compelling Headlines




Linkedin Fundamentals:Status Updates to subtly keep in touch




That’s all we have time for...

If you’d like a copy of the slides, and some more pointers on using social media for business: drop me your business card

And if you’d like to ask any more questions I’ll be hanging around for a while...

Getting Business From Social Meda

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Transcript of Getting Business From Social Meda