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Building Social Media into Your Business

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Janet Johnson
Janet Johnson

A presentation I gave recently to The Link for Women, in Portland, OR.

BusinessTechnologieDesign
1 von 34

 Why Would any Business Try it? A Social Media Exploration The Link for Women 05.12.09 #thelink
What gives me the right? 25 52 5
Marqui “pay bloggers” program ,[object Object],[object Object],[object Object],[object Object],[object Object]
Results? Oh, yes
 ,[object Object]
Social media in perspective: Awareness, engagement
Social media in perspective: Brand, messaging, sales
Social media in perspective: Community, choice, confusion
Everyone is online - not just ‘kids’ Infrastructure Cost is Falling
Social media interactions Infrastructure Cost is Falling Data from Forrester Research TechnographicsÂź surveys, 2008. For further details on the Social Technographics profile, see groundswell.forrester.com.
Social media usage Infrastructure Cost is Falling Source: Universal McCann
Job 1: Get your house in order
Five Phases of social media readiness Phase 1: Discovery Phase 2: Strategy Phase 3: Skill Building Phase 4: Implementation Phase 5: Maintenance
Discovery: Are you ready? What are your mission/vision/goals? How will they be enhanced by social media marketing efforts? Is your brand ready for social media? Are your people ready for social media? Is your web presence optimized?
Are you competent in top two online activities?
B. L. O. G

Getting into the magic “F” ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Search: refining over time 70.6% Source: Comscore, Dec. 2008
Anatomy of a search result Maps, video, news push down “organic” results
Strategy: Where do we begin? Blog Facebook LinkedIN YouTube Flickr Twitter
Your blog: your living room ,[object Object]
Twitter: your front yard ,[object Object]
Service, sales via Twitter The Cost of Customers is Falling Source: InternetNews 12/10/08
Open platform for innovation The Cost of Customers is Falling
LinkedIN: your study or office ,[object Object]
Facebook: your family room ,[object Object]
Flickr/YouTube: your media room ,[object Object]
Basic rule of engagement Infrastructure Cost is Falling Don’t “do” social media until: You understand why
 You understand how
 You understand where

The Link for Women diligence “ women’s network Portland”
Houston, we have a problem “ women’s network Portland”
What people see
What spiders see
What spiders see Add Alt-Tags to every image on your site Add Title Tags to every page on your site What are our keywords? Do we use them effectively?
The Link for Women’s Priorities ,[object Object],[object Object],[object Object],[object Object],[object Object]
Now I’m Listening
 Janet Johnson [email_address] Blog: www. janetleejohnson .com Twitter: @janetleejohnson 503.807.8964

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Building Social Media into Your Business

  • 1. 
 Why Would any Business Try it? A Social Media Exploration The Link for Women 05.12.09 #thelink
  • 2. What gives me the right? 25 52 5
  • 3.
  • 4.
  • 5. Social media in perspective: Awareness, engagement
  • 6. Social media in perspective: Brand, messaging, sales
  • 7. Social media in perspective: Community, choice, confusion
  • 8. Everyone is online - not just ‘kids’ Infrastructure Cost is Falling
  • 9. Social media interactions Infrastructure Cost is Falling Data from Forrester Research TechnographicsÂź surveys, 2008. For further details on the Social Technographics profile, see groundswell.forrester.com.
  • 10. Social media usage Infrastructure Cost is Falling Source: Universal McCann
  • 11. Job 1: Get your house in order
  • 12. Five Phases of social media readiness Phase 1: Discovery Phase 2: Strategy Phase 3: Skill Building Phase 4: Implementation Phase 5: Maintenance
  • 13. Discovery: Are you ready? What are your mission/vision/goals? How will they be enhanced by social media marketing efforts? Is your brand ready for social media? Are your people ready for social media? Is your web presence optimized?
  • 14. Are you competent in top two online activities?
  • 15. B. L. O. G

  • 16.
  • 17. Search: refining over time 70.6% Source: Comscore, Dec. 2008
  • 18. Anatomy of a search result Maps, video, news push down “organic” results
  • 19. Strategy: Where do we begin? Blog Facebook LinkedIN YouTube Flickr Twitter
  • 20.
  • 21.
  • 22. Service, sales via Twitter The Cost of Customers is Falling Source: InternetNews 12/10/08
  • 23. Open platform for innovation The Cost of Customers is Falling
  • 24.
  • 25.
  • 26.
  • 27. Basic rule of engagement Infrastructure Cost is Falling Don’t “do” social media until: You understand why
 You understand how
 You understand where

  • 28. The Link for Women diligence “ women’s network Portland”
  • 29. Houston, we have a problem “ women’s network Portland”
  • 32. What spiders see Add Alt-Tags to every image on your site Add Title Tags to every page on your site What are our keywords? Do we use them effectively?
  • 33.
  • 34. Now I’m Listening
 Janet Johnson [email_address] Blog: www. janetleejohnson .com Twitter: @janetleejohnson 503.807.8964