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Social Media for Career and Business Development #FISConference

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Social Media for Career and Business Development #FISConference

  1. 1. Social Media For Career and Business Development @SuButcher JustPractising.com Image © Bernie J Mitchell
  2. 2. View these slides: eelsej_ View these slides here: bit.ly/FISsubutcher
  3. 3. john ivar andresen What is your Challenge? What Question do you want to Answer?
  4. 4. john ivar andresen What is your Challenge? What Question do you want to Answer? There are No Stupid Questions
  5. 5. drbeachvacation
  6. 6. Social Media conversationprism.com/
  7. 7. Your advocates speak well of you when you're not there. Nicole Bachmann Golf by Robert Scoble
  8. 8. Andy Wells SIG
  9. 9. Your Public Home Online
  10. 10. The Social Cycle
  11. 11. Social | Media | Search
  12. 12. SpeedOfLife People make Social Media work
  13. 13. SpeedOfLife People make Social Media work •Introductions •Referrals •Warming up Prospects •Out-of-the-Blue Approaches
  14. 14. Who is your Audience? Heather 1.
  15. 15. paulotavio Every day is a learning day Use a platform where you have the highest chance to engage with your audience
  16. 16. The Top 10
  17. 17. Good for: • Finding people • Learning about people • Demonstrating Credibility • Talking to complete strangers Twitter.com Twitter.com/download Linkedin.com mobile.linkedin.com/
  18. 18. How Linkedin Works
  19. 19. 1 2 3
  20. 20. 1 2 3
  21. 21. My UK Network includes* 182 178 70 44 12 Construction Journalists Property Developers Quantity Surveyors Construction MDs Estate Agents *2 degrees away
  22. 22. 1 2 3
  23. 23. 1 2 3
  24. 24. 1 2 3
  25. 25. 1 2 3 3 2 3 3
  26. 26. How Twitter Works
  27. 27. Be Found shubhadeepb 2.
  28. 28. paulotavio More people are watching than you think there are Not everyone engages, the majority seem to watch.
  29. 29. Make Sure your Profile is Visible
  30. 30. Be Found on Google
  31. 31. Edit Your Public Profile
  32. 32. • Profile Pic • Header Pic • Real Name • @UserName • Profile Text (160 char) • Location • URL
  33. 33. Find People paulotavio 3.
  34. 34. paulotavio Engage and subscribe with active and interesting things and people. Don’t aimlessly follow! Actively look for people to follow and engage with – search tools are underused (especially on twitter).
  35. 35. Use Advocates pickledshark
  36. 36. LinkedIn Connect Address Book
  37. 37. Twitter Connect Address Book
  38. 38. X-Ray via Google site:uk.linkedin.com “commercial director” AND “construction” “full profile it's free” “location * Manchester”
  39. 39. Cafemoka Make Yourself Invisible
  40. 40. Settings
  41. 41. Profile Viewing Options: ‘Anonymous Linkedin Member/ Private Mode’
  42. 42. Twitter Profile Search Followerwonk.com/bio Twitter.com/search-advanced
  43. 43. Tweetdeck.Twitter.Com
  44. 44. Have the Conversation Erix 4.
  45. 45. Status Updates
  46. 46. Receiving Updates
  47. 47. Sharing = Engaging
  48. 48. Be Helpful and Ask for Help mattimattila
  49. 49. Do Not Sell Kevin Dooley
  50. 50. paulotavio Project updates are best cleared with your client or your boss first. Don't – Argue, believe everything you read, use bots, be fake.
  51. 51. Join the Conversation! • Search Su Butcher on Linkedin • Find Article About Today • Join the conversation! • Search #FISConference on Twitter • Use the #FISConference hashtag in a tweet • Join the conversation!
  52. 52. Publish Eric Fischer 5.
  53. 53. Demonstrate Expertise
  54. 54. Social Objects Vincent Des Jardins http://gapingvoid.com/so/
  55. 55. Social Objects Vincent Des Jardins http://gapingvoid.com/so/ •Targeted •Useful or Remarkable •Self Contained •Opt-In •Shareable •Free
  56. 56. Everything you write on social media is visible
  57. 57. Other Topics •Time Management •Personal/Professional •Recruiting and Jobhunting •Dealing with Confrontation Image © Bernie J Mitchell
  58. 58. NASAHQphotoImages: Creative Commons @SuButcher Who is Your Audience? Be Found Find People to talk to Have the Conversation Publish Thank You bit.ly/FISsubutcher

Hinweis der Redaktion

  • Before we begin, just to let you know these slides are available for viewing online. Follow this link, which I’ll share again at the end.
  • What is your challenge with social media? What question do you want to answer today?
  • What is your challenge with social media? What question do you want to answer today?
  • Why would they do that? And what is social media anyway? Today I’d like to demistify social media for you a little, and set out a few simple, practical things you can do to use social media to get work for your business.
  • What is Social Media?
    People having Conversations And Publishing Online
    The Conversation makes it different from traditional media
    Process of discussing and sharing is what amplifies your message.
    It is a communications tool.

    Also it is Digital Media = Publishing
    Not just talking about other peoples stuff, we have to make our own.
    Publishing is what makes good social media work
    Social and Digital Media has changed the way people find out about you, your business and your people.

    “Social, be prepared to have the conversation; Media, make something worth talking about.”
  • Why does it matter?
    Because we want them to talk about us.
    That’s how our industry works right?
    So for example…
  • Notice that we’re talking about an individual here
    If they have a properly prepared profile on Linkedin, this is what happens next.
  • Because Linkedin is so big and public profiles are indexed by google, its the best way to be found by google, which is where everyone looks.
    There are 525 people on Linkedin called Andy Wells, but Andy’s Linkedin profile has been edited to make it visible for a search like this.
    The architect (or anyone else) who doesn’t know Andy, has enough information to click through from google and he arrives here:
  • This is what you see if you click through.
    His Public Linkedin profile (not the same as the one you see if you are a Linkedin User – you don’t even have to know what Linkedin is)
    Designed to tell a target visitor everything they want to know about Andy. Is this the right Andy Wells?
    What does he do?
    Do I recognise him?
    How do I get in touch or find out more?
    Linkedin becomes a professional person’s public home online.
  • The Social Cycle – how it works with people
    Traditional communications – face to face etc continue
    People talk about you when you aren’t there, and there’s something afterwards they want to know more about, so
  • They google it - Search takes the prospect online
    Finds your website? Possibly
    But conversations are often between individuals and about individuals. So people looking online will find the places where the individuals are having those conversations. The conversation platforms. They become the stepping stones to your website.
    You’ll notice there are now many more places for people to find you and get in touch with you. The ones they use will be up to them.
  • What turns this process into a virtuous cycle is the publishing and correct sharing of social objects – useful resources people can share.
    Your people and your advocates share social objects driving conversation to the website,
    Social Objects promote more offline conversations and referrals, and the conversations drive the cycle of search, find, conversation and sharing.
  • What turns this process into a virtuous cycle is the publishing and correct sharing of social objects – useful resources people can share.
    Your people and your advocates share social objects driving conversation to the website,
    Social Objects promote more offline conversations and referrals, and the conversations drive the cycle of search, find, conversation and sharing.
    OK. So why don’t we do it like that? The first barrier is
  • You can’t do Social Media on your own. You can’t do it solely with a corporate account. You need to integrate it into the activities of your people, because People are what make social media work.
  • Use social media to get introduce yourself to people, get referred (get someone else to introduce you), warm up people before they meet you (check them out, have them check you out) and even better, have complete strangers self select and approach you out of the blue.
  • So who are these people? [Brainstorm]
    Who do you need to see you, to introduce you, to influence your career or business?
  • Not everyone engages, but the majority seem to watch. I'm surprised by what seems to be little engagement. I always get people come find me at events and conferences to tell me they like my online presence and to keep going. Your content might only be online/digital, but the response can be exclusively physical!!
  • What’s been happening.
    Four Big Platforms Biggest by UK Users
    Facebook: 32,000,000
    Twitter: 20,000,000
    YouTube: 19,100,000
    LinkedIn: 19,000,000
    Instagram: 14,000,000
    Snapchat: 13,600,000
    Google+ 12,600,000
    Pinterest: 10,300,000
    Tumblr 9,000,000
    Reddit 6,600,000
  • What’s been happening.
    Four Big Platforms Biggest by UK Users
    Facebook: 32,000,000
    Twitter: 20,000,000
    YouTube: 19,100,000
    LinkedIn: 19,000,000
    Instagram: 14,000,000
    Snapchat: 13,600,000
    Google+ 12,600,000
    Pinterest: 10,300,000
    Tumblr 9,000,000
    Reddit 6,600,000
  • What’s been happening.
    Four Big Platforms Biggest by UK Users
    Facebook: 32,000,000
    Twitter: 20,000,000
    YouTube: 19,100,000
    LinkedIn: 19,000,000
    Instagram: 14,000,000
    Snapchat: 13,600,000
    Google+ 12,600,000
    Pinterest: 10,300,000
    Tumblr 9,000,000
    Reddit 6,600,000
  • What’s been happening.
    Four Big Platforms Biggest by UK Users
    Facebook: 32,000,000
    Twitter: 20,000,000
    YouTube: 19,100,000
    LinkedIn: 19,000,000
    Instagram: 14,000,000
    Snapchat: 13,600,000
    Google+ 12,600,000
    Pinterest: 10,300,000
    Tumblr 9,000,000
    Reddit 6,600,000
  • What’s been happening.
    Four Big Platforms Biggest by UK Users
    Facebook: 32,000,000
    Twitter: 20,000,000
    YouTube: 19,100,000
    LinkedIn: 19,000,000
    Instagram: 14,000,000
    Snapchat: 13,600,000
    Google+ 12,600,000
    Pinterest: 10,300,000
    Tumblr 9,000,000
    Reddit 6,600,000
  • Which apps do you have on your phone?
  • When you join Linkedin you are asked to enter your career history – what you do, where you have been and where you want to go. This profile helps people find you and know who you are.

  • Linkedin then asks you who you know
    (enter names or upload email addresses, it tells you who is using Linkedin).
    You will be surprised.
  • Connect to the people you know and then they can see each other. They find out they have you in common.
  • And you can see their contacts too.

  • In fact you can see their contacts contacts – three levels of separation.

  • The important level is level 2 because these people aren’t in your address book. But now you know someone who knows them.

  • Using Linkedin I can find 12 construction journalists my contacts know, 44 property developers…
    These aren’t just people on a list either, they are professional people within my network.
    The quality of the relationship is important as well as the number of connections, because the value lies in that quality.
    Each person has a network like this, each one is unique to the person. With Linkedin you can begin to use that network more effectively.
  • Also, because no. 2 is a trusted contact of my trusted contact no.1, I can check him out with confidence, and perhaps be introduced.

  • Also, because no. 2 is a trusted contact of my trusted contact no.1, I can check him out with confidence, and perhaps be introduced.

  • He becomes my contact too,

  • and I can see his contacts contacts. This is how we build a network online.
    It is important to remember that each of these nodes is a professional, known to those who know you.
    Why connect like this? Because linkedin makes connections VISIBLE
  • Twitter is a wide open network which means you can search for key words and phrases at any time.
    Groups of people form around subjects and reform around others all the time.
    Because it is wide open people from anywhere across the network can listen in and check you out until they are ready to approach you.
  • To make it easy for your stuff to be found – think like the person who is looking!
    Obviously the right platform is a starting point but there are some simple things we can do there to make it easy.
  • Not everyone engages, but the majority seem to watch. I'm surprised by what seems to be little engagement. I always get people come find me at events and conferences to tell me they like my online presence and to keep going. Your content might only be online/digital, but the response can be exclusively physical!!
  • Left – people asking to connect to me on Linkedin
    Right – My connections
    What’s the difference? – Photos
    Some people aren’t using a photo at all or it isn’t visible.
  • On the left of the page that appears is a preview of how your website looks to google (and to non Linkedin users who find it via google).
    On the right you can turn on and off various sections of your profile.

    Make sure your photo, websites, summary and as much else as you dare is turned on – it will all help you to be found in a Google Search.
  • Who are the first people you should look for ? The people you know
  • Advocates are essential to make social media activity work.
  • NB Don’t invite people who aren’t on LI to connect
    NB You cannot personalise the invitation here, so only invite if you’ve recently spoken to the person and they are expecting your request (and will recognise you!)
  • Visiting people’s profiles anonymously, so that the person can’t see who has visited their profile. Why would you want to do this?
    Linkedin is the only major platform which tells someone you’ve looked at their stuff, but you can become anonymous if you wish.
  • Do this by visiting your settings page, from the avatar on the top right. BTW You must do this using the browser version of Linkedin.
  • The best thing about how the Internet in my opinion is not the information, its the conversation
    Make it as easy as possible for people to talk to you about your ideas and theirs. Get online and talk to people. Don’t see blogging and twitter as broadcast media, see them as social media!
  • They are talking to each other. Here’s an example of a group of architects talking about some details.
  • Status updates are posted on my profile in chronological order, so people can read them there.
    But they are also shared on the home pages and read by the people I’m directly connected to, in chronological order, interspersed with those from other people.
  • I’ve got a home page too where I see the status updates from my connections in the same way.
  • But its when I like, comment on or share a status update from one of the people I’m connected to that the real magic happens.
    By doing this I pass on the content they have shared, with them attached, to the other people in my network, thereby subtly introducing them to my network.
  • Instead we’re thinking about the second part of our trio. Be helpful. Look out for people who don’t know things you know and they need to know. Offer them. And of course you can ask for help yourself too (makes you look more human)
  • A bad conversation would be one where you offered your products.
  • Not everyone engages, but the majority seem to watch. I'm surprised by what seems to be little engagement. I always get people come find me at events and conferences to tell me they like my online presence and to keep going. Your content might only be online/digital, but the response can be exclusively physical!!
  • You all have information, you’re all experts in your own unique fields. Publish, publish, publish.
    What are our answers to the common misconceptions?
  • What is a Social Object?
  • What is a Social Object?
  • Recognise this person? Charlotte Proudman. September last year. Connected to a senior solicitor who sent her a rather over complimentary message on Linkedin. She took offense at this (as is her right) but then she did something really interesting. She posted a screen shot of the conversation on twitter.

    HR and Comms meet in social media. There are no silos. Everyone who works for you has to realise that everything they write on social media is visible – even if only to one other person, so they need to bear this in mind.
  • So here’s your homework,
    Listen to your Audience – so you can understand them better.
    What do you want to Happen? Make sure you set out some simple goals
    Free Your Data – and put it in a format that people can understand easily and want to share
    Be prepared to Have the Conversation – because that is how we grow, and
    Measure Measure Measure – because that is how we learn.
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