Leverage Modern Technology to Build Fuel Efficient Aircrafts
Leverage Social Media to Build Your Business
Transcript of Leverage Social Media to Build Your Business
Leverage Social Media to Build Your Business
Allison CollingerMarch 18, 2011
©AHC Consulting LLC 2011
Social Media: What We’ll Cover Today What is it? Why do I keep hearing the term? What do I need to know? What are some ways I might incorporate into my
efforts in a strategic way?
©AHC Consulting LLC 2011
3
Why Should You Care? New media contact with companies and brands fosters
goodwill in a majority of users, with at least seven in 10 respondents reporting positive impressions, stronger connections and a greater willingness to engage with the company. (Cone Consumer New Media survey, 2009)
There are a variety of tools to help you meet your objectives, look smarter and do your job more effectively and efficiently.
A majority of employees are utilizing some form of social media.
3©AHC Consulting LLC 2011
Trends Recognition among a number of age segments that
this is a growth area Women over 50 comprise fastest growing segment
online (Pew) According to Nielson, Facebook users in 55 plus
category increased by more than 500 percent in last 6 months
It is not just for “young” people any more! The way people get information at every age is shifting.
©AHC Consulting LLC 2011
What is Social Media? Social media is technology-based social interaction
where the user(s) creates the content
©AHC Consulting LLC 2011
Overview/Benefits of Social Media Elevates organization’s thought leadership/expertise Increases organization’s visibility online Efficient tool for sharing information - fast Makes collaboration easy Free to use, the only expense is time Fatigue among other common ways to reach people
(e.g. emails/enews not getting opened)
©AHC Consulting LLC 2011
Businesses on Twitter
©AHC Consulting LLC 2011
Case Histories
Email Direct - thought leadership through blog, Twitter; looked for conversations to engage in; 1-2 good leads a day
Butter Lane - customer service focus using Facebook, Twitter, Yelp; monitoring reviews, engaging with customers, solving problems; developed “raving, high-value customers”
(Source: Robert Ball, CEO, OfficeArrow 2-24-11 on-line article)
©AHC Consulting LLC 2011
The Basics
So what are all these services/sites? What are the basics I need to know? How can I use these tools?
©AHC Consulting LLC 2011
Example: LinkedIn What is LinkedIn? Think
of it as your electronic rolodex plus
Key business source for biographical info on people; often the first cite in google search on person
Can download “resume” for people
©AHC Consulting LLC 2011
Example: Twitter What is Twitter? 140
character micro blog Interesting people are
on Twitter: Sen. Claire McCaskill, Leisa Zeigman (KSDK), John McCain, Southwest Airlines
©AHC Consulting LLC 2011
Example: What is Facebook?
More than 500 million users regularly connect with friends, colleagues, businesses and organizations
How do you or can you use it?
©AHC Consulting LLC 2011
14
Implications Widespread personal use by employees Company reputation is at stake - monitoring by HR
may become important Legal liability for employee postings Conflicting and emerging case law Communications is no longer the exclusive domain of
PR and Marketing Less control of company messages Opportunity to incorporate into existing
communications efforts
13©AHC Consulting LLC 2011
15
Actions to Consider Development of communications grid/plan Creation of Social Media Policy to guide employees
who are using Work with communications and legal departments to
implement guidelines Employment terms - HR handbook guidelines include
in employee handbook Consider whether or not your employees can be
leveraged as ambassadors, recruiters, etc. And if so, how?
14©AHC Consulting LLC 2011
16
Engaging Stakeholders◦ Communications planning discussion◦ Identify stakeholders - Review grid◦ Analyze how you reach each◦ What is working? Have you asked?◦ Remember 4-5 touchpoints to change behavior◦ What is right marketing mix?◦ Integrated strategy is key!
15©AHC Consulting LLC 2011
17
Specific Opportunities Be “top of mind” to contacts, prospects through
LinkedIn status updates Build thought leadership in your niche Promote business partners, other stakeholders Engage with media for story opportunities (e.g.
Three60 Gear @LisaBrownSTL) Research new prospects and determine best
approach - based on who they know, their schooling, etc.
©AHC Consulting LLC 2011
18
Specific Opportunities Recruitment - LinkedIn Reputation management - Google alerts,
Glassdoor.com Intelligence - Looking smart: LinkedIn groups/articles,
Twitter; Google Reader Internal Communications - Ning.com, other closed
sites Tracking search words, analyzing traffic, what
employees are searching for: Google Analytics
©AHC Consulting LLC 2011
Action Plan What is your overall goal for using social media? What do you want to accomplish?
Strategies – what specific services/tactics will you use?
Due dates – give due dates What do you need from others to execute? How will you sustain? How will you measure the effectiveness? (revenue,
profits, leads, donations, etc.)
©AHC Consulting LLC 2011
Q & A
©AHC Consulting LLC 2011
Roundtables - Action Planning
©AHC Consulting LLC 2011
Allison Collinger@ahawkcollinger
LinkedIn: Allison Hawk Collinger
©AHC Consulting LLC 2011
AHC C onsulting LLC9200 Olive, S uite 200S t. Louis , MO 63132314.994.7676, E xt. 24www.ahcconsulting.org