3 Steps to Starting Your (Effective) Social Media PresenceBy Michelle Golden, Golden Practices Inc
#GroPro11
3 Steps to Starting Your (Effective) Social Media PresenceBy Michelle Golden, Golden Practices Inc
#GroPro11
goldenprac+ces.com
Today
1. PICK THE RIGHT HANGOUT• Find your peeps• Why content is key
2. LEARN THE LINGO• Understand the tools to use them effec+vely• On being “real”
3. BUILD RELATIONSHIPS, BRING VALUE• Old rules hold true: listening and giving• Digital to personal
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WHAT ARE SOCIAL MEDIA?
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A con&nually changing set of tools and their users(!) that facilitate informa&on sharing and rela&onships. Online.
Image: ironrodart (flickr)
goldenprac+ces.comImage: fuzzyscalyman (flickr)
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The holy grail of marke+ng
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But publishing w/out engaging is merely passive marke+ng
And engaging w/out publishing is missing a huge opportunity
• Can just engage
• Can just publish
goldenprac+ces.com
Paul Neiffer’s agripreneursNov ‘08
Jan ‘09
by Nov ‘09
Feb ‘10
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LEADS
Levels of marke+ng
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Passive
Par+cipant & Expert Resource
Outreach & Engage
INVOLVEMENT
1. PICKTHE RIGHTHANGOUT
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Clarify your purpose
1. Business development• Build/strengthen business rela+onships• Interact and/or share content• Credibility• Build team, recrui+ng
2. Customer svc/reputa+on enhancement• Create proac+ve fan base• Monitor• Make problems right
3. Just to learn (passive, but OK place to start)
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Image: lydiaboote (flickr)
WHO ARE YOU? WHY SHOULD WE CARE?
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Choosing a niche
• Enjoyment level (aka PASSION)
• Prac<ce composi<on
• Service mix
• Scalability
• Capacity
• Compe<<on
• Economy
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Channels: online & off
BLOGS
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FINDING YOUR PEEPS ON THE WEB
Image: brian-‐ford (flickr)
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Start here
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Den+stry (Alltop)
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Blog to follow, comment on
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Financial post to link to
MORE TO EXPLORE!
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Biz growth post to share
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Search
• Google & Google Blog Search• “Dental associaAons”• “Dental community online”• “Dental forum”• “Dental conference”• “DenAst pracAce management”• Look for blogs, blog rolls, groups, events, associaAon news,
resource lists
• LinkedIn: “Den+st groups” and events• TwiPer: “Den+st” “dental” “den+stry” and
“den+st tweetups” or “den+st tweetchat”
• Facebook, Amazon, Slideshare, YouTube: seek prac+ce management and other industry specific topics
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Listen here
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Share liberally
• Stuff they (and you) take for granted like judgments applied in day-‐to-‐day work
• Address “common ques<ons” (if not already out there in abundance)
• Clear up misconcep<ons
• Change paradigms
• Share as you learn
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2. LEARN THE LINGOBuy this cuz you kick ass.
Buy this cuz we kick ass.
goldenprac+ces.com
Your job = reassure
Am I making the right decision hiring you?
• Evidence of knowledge
• Helpfulness & accessibility
• Coolness
• Synergy
• Third-‐party endorsements
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Keep content in YOUR house
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File sharing site: YouTubeSubscrip+ons: cpatrendlines
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File sharing site: SlideshareSubscrip+ons: goldenm
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Embed files
PowerPoint
PDF doc
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Get found elsewhere
• LinkedIn profile (solid)• Google profile (hub)• Bio on your firm’s website• TwiVer? • Facebook?
Let them find you. Guide what they see.30
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Google you
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• Reconnect (transient)• Who knows whom? (minus context) • Load up & look up (mini-‐CRM)• Reasons to reach out (noAficaAons)• Moderate interacAon (easy)• Demo experAse (answers & groups)• Front of mind (unobtrusive)• Research (meeAng prep)
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LinkedIn’s all biz
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All atwioer for news & ideas
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Facebook extra value
• Being “real”
Who’s Cut Out for Blogging?
hop://www.slideshare.net/goldenm/anatomy-‐bloghop://www.slideshare.net/goldenm/new-‐blog-‐process-‐chart
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Which tool for what?
hop://www.slideshare.net/goldenm/comparing-‐social-‐media-‐tools36
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10:1
3. BUILD RELATIONSHIPS … BRING VALUE
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Friends & followers
• Peers, colleagues
• Industry experts, associa<on reps
• Local and na<onal media
• Thought leaders
• Customers
• Strangers who ask
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Presen+ng yourself
• People are ALWAYS beVer than logos• E.g. Twioer: other than for marke+ng or cust svc rep, all CPAs s/tweet under their own name
• Humanize yourselvesbecause it’s “grassroots”
photo
cpa
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goldenprac+ces.comImage: mythoto (flickr)
PROTECTED TWEETS?
IMPERSONAL FACEBOOK?
DON’T BOTHER.
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Winning new friends
• Be friendly and helpful• No auto DMs, no spammy posts
• Make lists that people want to be on
• RT
• Thank
• Promote others’ stuff
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Not why SM were created.
Image: rthakrar (flickr)
NOT WHY SM WERE MADE
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ParAcipate in groups & acAviAes
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From digital to personal
• LinkedIn• Introduc+ons & recommenda+ons (don’t use automated)• Congrats & follow-‐up
• Twioer• Tweetups & tweetchats
• Facebook• Events & “likes”
• All• Correspond!• Video (skype, face+me)
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Effec+ve online presence
Be present• You’re findable• Connects your “pieces” together
Share content• Illustrates your uniqueness & character• Supports your claims of exper+se• Shows you’re a thinker & stay up-‐to-‐date
Engage• Conveys you’re accessible• From stodgy back to “grassroots” marke+ng
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michelle@goldenprac+ces.comgoldenprac+cesinc.comgoldenprac+ces.com (blog)@michellegolden (twioer)
More Info:slideshare.net/goldenm
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