1. Social Networking is SO much more
than Facebook!
The Secrets of Using LinkedIn
and Twitter For Professional
Engagement
Fran Simon
Chief Engagement Officer
Engagement Strategies
--------
November 17, 2010
Today’s Hashtag: #>FB
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3. About Me
* Nonprofit Administrator *
* VP Marketing and Technology Initiatives*
* National Nonprofit: e-Advocacy*
* Private Consultant *
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4. Agenda
1. Context setting
2. LinkedIn
3. Online Tour/tips
4. Twitter
5. Online Tour/tips
6. Tips for Best practice
7. Questions
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5. Setting the Stage
Context
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6. Web 1.0 vs. Web 2.0 Cultural Evolution
Web 1.0
E Pushing out messages for
V
O TRANSACTION
L
U
T
I Web 2.0
O Using content to invite engagement
N
and INTERACTION
(That MAY cause transaction)
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7. Personal Vs. Business Uses of Social
Networking
* Strategies * Tactics * Messages * Motivation *
2.0
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8. Engagement
Inviting people to interact is the inverse
of interruption marketing
VS.
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9. Engagement
Marketing. It’s not a dirty word. Get over it.
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10. Your Twitter and LinkedIn
Engagement Levels
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11. Do you have a LinkedIn Profile?
6%
Yes
No
94%

12. How often do you engage on LinkedIn?
50%
45% 44%
40%
35%
30% 27%
25%
20%
16%
15%
11%
10%
5%
0%
Never Montly 2 X per week Daily

13. Do you have a Twitter presence?
17
Yes
No
83

14. How often do you engage on Twitter?
35%
30%
25%
20%
15%
10%
5%
0%
Never Monthly 2X per Week Every day
17% of those on Twitter were “invisible”

15. Perceived Benefits of social media
Myths or Reality?
 Inexpensive
 Immediate
 Pervasive
 High-impact
 Low barrier to
entry
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16. Myth or Reality?
MYTH: Build it and they will come.
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17. What can you do with LinkedIn
and Twitter?
• Listen
• Drive traffic
• Raise money Build Your
• Get and share info Brand!
• Get and share news
• Respond to problems
Credibility
• Share ideas
• Build partnerships
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18. Who is/are your target audience(s)?
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19. Developing
Personas
Image from:
The Fluid Project
An open, collaborative project to improve
the user experience of community source
software
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20. Twitter and LinkedIn: All About
CONTENT!
 Create
 Share
 Promote
 Engage
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21. Where in the world will you get
content?
• Blogs: Comments, Posts
• Video
• Email newsletters
• Photos
• Events
• News
• Your website
• Your Social Media Pages/Groups 22
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22. Content
Goal: Build relationships and credibility
80%-90% 10%-20%
• About the industry About your
• From/about friends organization,
& followers products,
• OF VALUE and services
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23. 3 Keys to Managing Content
for Listening and Sharing
Managing content:
The core of your
content strategy
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24. Profiles on Social Networking Sites
A very public
mosaic of your
organization
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25. Getting to the heart of the matter
The Sites 27
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26. Using LinkedIn for much more
than job hunting
* Word of mouth * Who you know * Who knows you *
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27. LinkedIn Stats
• Established in 2003
• > 80 mil members - 200 countries.
• ½ members in the US
• Very focused development
• Free and paid memberships
Business to business networking
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28. • Personal Professional Profiles (Core)
• New! Company Profiles
• Groups
• Answers
• Status updates
• Recommendations
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29. Getting to the heart of the matter
Live Demo
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30. Groups
Goal: Build relationships and credibility
1. Join 50 groups related to your industry:
a) Target market
b) Potential partners
c) Competitors
2. Lurk/listen
3. Post links to other content that relates
4. Ask/Answer questions
5. Share information about your
organization only when related
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31. Your LinkedIn Punchlist
 Join 50 Groups
 Read, ask, and answer questions in Answers
 Ask for and give Recommendations
 Add to new Contacts
 Update your Status
 Update your Personal Profile
 Create a Company Profile
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32. To Love LinkedIn…
Check out Jason Alba
http://imonlinkedinnowwhat.com/
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33. Twitter: Much more than “What are
you doing?”
A Video from Common Craft Twitter in Plan English
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34. But, what is it?
“Microblogging”- 140 character messages
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35. Tweeting In Action: Decoding the
Symbols
@Twitter ID
A tweet to a specific person that is visible to all
RT @Twitter ID= ReTweet
Broadcasting someone else’s tweet
D TwitterID
A direct message to a specific person
# = Hashtag
Hashtags define topics so they are searchable
Today’s Hashtag: #>FB

36. The Art of the Link and The
Art of the Hashtag
Link to an article

37. Getting to the heart of the matter
Live Demo
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38. Tweeting in Action
Tools you should use
• Tweetdeck Twitter “clients” or
tools that make
• Hootsuite tweeting and following
• Seesmic easier
• WeFollow Twitter directories
• Twellow that allow you to find
people you want to
• JustTweetit follow and let them
• Twitdir know your interests
Today’s Hashtag: #>FB

39. How to Get Followers
• Follow and RT influential Tweeters
• Use hashtags in Tweets
• Post high-quality content
• Search, follow, and RT in hastagland
• Participate in chats
• Promote your Twitter presence
• Have a contest
Today’s Hashtag: #>FB

40. Optimize Your Twitter Profile
Make sure your profile:
• links to your website, LI profile, or FB
page
• includes a description of your “brand”
and your tweets
• includes a picture (better than a logo)
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41. Friends and Followers
Who you follow is as important
as who follows you.
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42. Friends and Followers
A few active
followers in
your target
audience are
better than a
lot of
followers
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43. Getting to the heart of the matter
Best Practice
by mappamundi 45
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44. Your Organization’s Image
Social Media Policy comes
FIRST
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45. Authentic
Communication
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46. Best Practice: 12 Participation Tips
1. Once you start, do not stop
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47. Best Practice: 12 Participation Tips
2. Always respond
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48. Best Practice: 12 Participation Tips
3. Share your expertise and content
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49. Best Practice: 12 Participation Tips
4. Share other people’s content
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50. Best Practice: 12 Participation Tips
5. Be grateful and humble
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51. Best Practice: 12 Participation Tips
6. Show your company’s personality
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52. Best Practice: 12 Participation Tips
7. Reach out: Post on other’s pages and
blogs
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53. Best Practice: 12 Participation Tips
8. Ask questions
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54. Best Practice: 12 Participation Tips
9. Answer questions
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55. Best Practice: 12 Participation Tips
10. Add value
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56. Best Practice: 12 Participation Tips
11. Be a Mad Mixologist
Mix your social media presences, web site,
blog, communities.
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57. Best Practice: 12 Participation Tips
12. BE NICE!
Behave like you
are interacting
with Grandma!
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58. Slides and Links: 48 hours
/twitterandlinkedIn
www.ESbyFS.com/twitterandlinkedin
www.ESbyFS.com
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59. Connect with me!
Twitter: @FSSimon
Twitter: @EngageStrat
LinkedIn: http://LinkedIn.com/in/FranSimon
Email: Fran.Simon@ESbyFS.com
New site launching in December!
Currently: http://investigatorclub.com/webinars
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60. Questions? Evaluation!
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