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You’re a Rock Star
Building Thought Leadership Through Social networking
                       AMCF
                      06/25/09
AGenda
1. The Rise of Social networks

2. The Business Case for Social networking

3. INbound Marketing and SEO

4. planning Your Personal Brand

 BREAK

5. Building Thought Leadership with Content

6. Case Studies

 LUNCH
AGenda
7. Social Listening Lab

8. Blogging Lab

9. Blog Promotion Lab

 BREAK

10. Linkedin Lab

11. Twitter Lab

 ADJOURN
I Will Tell You The Truth.   Today’s
                Truth.
We’re All In This Together
The World According to Social media
The World According to Social media
                China
The World According to Social media
                China
                  India
The World According to Social media
                China
                  India
                     United States
The World According to Social media
                China
                  India
                     United States
                        Indonesia
The World According to Social media
                China
                  India
                     United States
                        Indonesia
It’s Not Just Kids




        75% of internet users
        engage in some form of
        social media
Social Networks Close the Gap
ConnectIons Not Driven By
Geography or Circumstance
Social Networks ARen’t New
Social Relationship Scale
You're a Rock Star: Building Thought Leadership Through Social Networking
AGenda
1. The Rise of Social networks

2. The Business Case for Social networking

3. Inbound Marketing and SEO

4. planning Your Personal Brand

 BREAK

5. Building Thought Leadership with Content

6. Case Studies

 LUNCH
Why Social Networking is Smart
           Business
It’s Not What You Know, It’s Who You
                Know
$948
$948
Value of each business email contact in annualized revenue
Companies Are Creating
    Communities
Companies Are Creating
    Communities
but They Want to Keep Control
Brand-Owned Community




            http://idc-insights-community.com/pages/home
Brand-Owned Community




               http://greendotlife.com
Social Media Is about
       1 thing:
   Humanization
Social Media Is about
       1 thing:
   Humanization
Social Media Is about
       1 thing:
   Humanization
You're a Rock Star: Building Thought Leadership Through Social Networking
Social Capital Is Accrued by
Individuals, And Loaned to Brands
With community members more
willing to listen to peers than seek
   advice from a vendor's sales
    representative, bad vendor
behavior will repel prospects and
  customers like milk gone sour.
Make Yourself a Peer, Not a Sales
        Representative
More Readers Than Employer, More Followers Than Employer.
              More Impactful Than Employer?
Yes. Your Customers Use Social
           Networks
Social Media Users Are
         Not
     Homogenous
B2b Buyers Social Technographics
AGenda
1. The Rise of Social networks

2. The Business Case for Social networking

3. Social networking and Inbound Marketing

4. planning Your Personal Brand

 BREAK

5. Tools of the Trade

6. Case Studies

 LUNCH
Inbound Marketing - Be Found
Traditional Marketing is About
  Targeting and Interruption




TV, Radio, Print, Cold Calls, Trade Shows
But Consumers
  Can Ignore
     Most
  Traditional
    Tactics

  And When
   Reached
Outside Buying
 Cycle, Can be
   Annoyed
Inbound
  Marketing
  Focuses on
 Hand Raisers

Don’t Sell, Solve
  Problems
Inbound
  Marketing
  Focuses on
 Hand Raisers

Don’t Sell, Solve
  Problems
Inbound marketing Advantages
         1. Little Media Costs

     2. Minimal Production Costs

       3. Almost 100% Targeted

      4. Higher Conversion Rates

      5. Benefits Are Cumulative

   6. Comparatively Easy to Measure

         7. Semi-Democratic
You're a Rock Star: Building Thought Leadership Through Social Networking
The
marketing
Funnel is a
  Myth
You Have to
Step in Front
    of All
  Relevant
   Trains
Inbound Marketing Requires   Long
               Tail
SEO IS Best Way to Drive Inbound
            Marketing
Search Term Research
Search Term Research




               google.com/insights/search
Search Term Research
Search Term Research
Search Term Research




                 google.com/trends
Search Term Research
Search Term Research
Search Term Research




                 wordtracker.com
Build Keyword
   Density
Order of Importance Of Content
        for On-Page SEO

1.   URL (3-5 words, with search term)
2.   Title (70 characters or Fewer, with search term)
3.   Headline (Hi) (search term +)
4.   Subhead (H2) (search term +)
5.   Body Text (Bold, First Line)
6.   Alt Image (Describe Image + Search Term)
7.   Links (Internal, to Strong pages)
8.   Description (180 Characters or Fewer, With Search Term)
9.   Keywords (10 or Fewer, Match Page Content)
Search Results Monitoring




                    authoritylabs.com
Search Best Practices Reporting




                       website.grader.com
AGenda
1. The Rise of Social networks

2. The Business Case for Social networking

3. Inbound Marketing and SEO

4. planning Your Personal Brand

 BREAK

5. Building Thought Leadership with Content

6. Case Studies

 LUNCH
Social networks Support   Your
               Content
Pick Your Horses
Overlapping Presences
Create Outposts to Interact With
Prospects. Fish Where the Fish Are
The New Big 3
Create Frontiers To Reach Influencers Or
      To Showcase Great Content
Think Vertical




226 Groups with “Arizona” in Name
Create Good Profiles
            1. REal Name

        2. Real Photo (Smile)

3. Interesting, But Not Too Interesting

        4. Be Keyword Smart

       5. LInk To Your Content
Create Good Profiles
Reality is Memorable.
 Show Both Sides of
       Yourself.
Understand Your Spheres


           Social
           Media
    PR              Phoenix


   Music            Flagstaff
           Food &
            Wine
Build Hooks
Get Active
Social Networking Tips
          1. Add Value

          2. Share (8x1)

         3. Be Personal

             4. Ask

5. Don’t Try To “Game” The System
Social Media Laboratory
AGenda
1. The Rise of Social networks

2. The Business Case for Social networking

3. Inbound Marketing and SEO

4. planning Your Personal Brand

 BREAK

5. Building Thought Leadership with Content

6. Case Studies

 LUNCH
Everyone Has Expertise.
     What’s Yours?
Atomize And Distribute Content
=
Blog




       scottmonty.com
You're a Rock Star: Building Thought Leadership Through Social Networking
Video Blogs




               hubspot.tv
               vimeo.com
               viddler.com
              youtube.com
              12seconds.tv
EBooks




         http://www.workshifting.com/
         citrix_online_w3c_report.pdf
Podcasts




       http://www.netqos.com/resourceroom/
                podcasts/index.html
Webinars




           offmadisonave.com/webinars
Slideshare




             slideshare.net
Linkedin Answers




              linkedin.com/answers
Yahoo! Answers




             answers.yahoo.com
Hunch




        hunch.com
Wikipedia




            wikipedia.com
Google Knol




              knol.google.com
Squidoo




          squidoo.com
Yelp, etc.




             yelp.com
Web Content and Tools
AGenda
1. The Rise of Social networks

2. The Business Case for Social networking

3. Inbound Marketing and SEO

4. planning Your Personal Brand

 BREAK

5. Building Thought Leadership with Content

6. Case Studies

 LUNCH
You're a Rock Star: Building Thought Leadership Through Social Networking
You're a Rock Star: Building Thought Leadership Through Social Networking
You're a Rock Star: Building Thought Leadership Through Social Networking
You're a Rock Star: Building Thought Leadership Through Social Networking
AGenda
7. Social Listening Lab

8. Blogging Lab

9. Blog Promotion Lab

 BREAK

10. Linkedin Lab

11. Twitter Lab

 ADJOURN
It’s Easier to Find Trains When You Hear
               Them Coming
If you don’t put your head in the sand,
     you won’t get any in your eyes
Social Media
Makes Bad news
  Good News
Easy Listening
Set Up RSS Listening Post
Set Up RSS Listening Post




                    google.com /reader
Set Up RSS Listening Post
Set Up RSS Listening Post




                     netvibes.com
Key Ingredients
Key Ingredients




              search.twitter.com
Key Ingredients
Key Ingredients
Key Ingredients




              blogsearch.google.com
Key Ingredients
Key Ingredients




              socialmention.com
Key Ingredients
Key Ingredients
Key Ingredients




                  backtype.com
Key Ingredients
Key Ingredients
Key Ingredients




                  boardreader.com
Alerts
Alerts




          tweetbeep.com
         google.com/alerts
AGenda
7. Social Listening Lab

8. Blogging Lab

9. Blog PRomotion Lab

 BREAK

10. Linkedin Lab

11. Twitter Lab

 ADJOURN
Don’t Be Scared of Blogging
Are You Ready To Blog?
       1. Why Do You Want To?

2. Who Is Your Audience, Specifically?

     3. What Is Your Blog About?

4. Are You a Writer, Or Something Else?

    5. Do You Have 20 Headlines?

     6. What Similar Blogs Exist?

 7. How Frequently Can You Commit?

   8. What Does Success Look Like?
Own or Define a Category




                   workshifting.com
Setting Up a Blog Is Easy
    1. Free vs. Paid (Go With paid)

    2. We Recommend Wordpress

      3. Get Your Own Domain

        4. Be Keyword Smart

         5. Add A Little Color

6. Don’t Sweat The Small Stuff At First
Keyword-rich Title
                    Short URL



                                    Descriptive Tagline
                                                                                     Humanizing Photo

                           Clear Navigation                              Obvious Search


                                                           Strong Calls to Action




                                                      Credibility Boosters
                                                                                    Omni-present Bio



Images
                                                      Atomized Content


               Lots of space, easy to read


                                                                         Omni-present Contact Info

    Subheads
                                                             Anatomy of a
                                                              Good Blog
You're a Rock Star: Building Thought Leadership Through Social Networking
You're a Rock Star: Building Thought Leadership Through Social Networking
You're a Rock Star: Building Thought Leadership Through Social Networking
The Difference Between Audience
and Community Is The Direction of
            the Chairs
W FACT
Welcome

Facilitate

 Answer

Connect

 Thank
It’s About Them, Not You

                STart With a Question

                 End With a Question

                Leave Post Unfinished

                   Take a Position

                 Answer Comments
Blogging Is
PUblishing
Create an Editorial Calendar
Vary Content, LIke a magazine
1. Mix Trends, How-Tos, and Case Studies

    2. Mix Feature-Length and Short

      3. Mix Timely With Timeless

         4. Mix Text With Video

      5. Mix Positive With Negative

    6. Mix Personal With Professional

           7. Find A Signature
You're a Rock Star: Building Thought Leadership Through Social Networking
chrisbrogan.com

                   20 Blog Post Ideas
1. What challenges are my potential customers facing. Do I have any advice?

2. What have I read lately? What points were interesting? Can I add to it?

3. What bugs me? Can I write about another way to approach it?

4. Who do I admire? Can I write something about them that explains how to
   emulate those traits?

5. What has the potential of helping (hurting) me or my community in the
   coming months? Are there possible ways out of it?

6. What kinds of tools are missing from my environment that would help
   things along?

7. Which companies or parts of an industry might benefit from my ideas?

8. How do other industries compare to what my community is thinking about?

9. What kinds of thoughts will inspire my audience to contact me (or support
   a cause, or buy your product, or support your interests)?

10. What do I want to know that I can ask my community?
chrisbrogan.com

                      20 Blog Post Ideas
11.   How ___ is like _____.

12.   __ Ways to Convince the Boss to Try ____.

13.   How do I _______?

14.   Here are some new ways to ________.

15.   My personal recipe for ______.

16.   If I ran the _____.

17.   Three improvements to your company’s _______.

18.   Your first steps into ______.

19.   If you find yourself stuck, try _____.

20.   Restarting now would _____.
Blog Post Ingredients
        1. HeAdline

       2. Main Point

    3. Secondary Points

      4. Search Term

       5. Subheads

      6. PHotos/Art

     7. Resources, etc.

     8. Call to Action
Social Media Laboratory
Blog Post Headlines
     1. 120 Characters

   2. Challenge Wisdom

     3. Numbers/Lists

4. Unexpected, Action Words

       5. Keywords
120,000 new blogs per day
The Bad News

“Serious” journalism
      will die

    Media will be
    dominated by
personalities, opinions

   Coverage will be
 cursory, instant, and
increasingly salacious
You're a Rock Star: Building Thought Leadership Through Social Networking
Social Media Laboratory
AGenda
7. Social Listening Lab

8. Blogging Lab

9. Blog PRomotion Lab

 BREAK

10. Linkedin Lab

11. Twitter Lab

 ADJOURN
For Every Hour You Spend Writing,
       Spend 3+ Promoting
Media Comes to Us, Not Us to them
GreATER Access To Media
Delivered Right
 to Your INbox




    helpareporter.com
Media Directory




                  muckrack.com
The New Press Release




                 pitchengine.com
Driving Awareness With   Blo
           Comments
You're a Rock Star: Building Thought Leadership Through Social Networking
Track Success with URL Shorteners




                        budurl.com
Track Success with URL Shorteners




                         bit.ly
Where to Comment?




              blogsearch.google.com
Where to Comment?




              blogsearch.google.com
Social Media Laboratory
AGenda
7. Social Listening Lab

8. Blogging Lab

9. Blog PRomotion Lab

 BREAK

10. Linkedin Lab

11. Twitter Lab

 ADJOURN
Linkedin - Often Overlooked
You're a Rock Star: Building Thought Leadership Through Social Networking
Linkedin Tips
      1. Use Email or Twitter With Last Name

             2. Complete Entire Profile

                3. LInk to Blog RSS

                4. Use Applications

                5. Invite Everyone

         6. find Old Connections in Search

7. Browse and Find Connections of Your Connections
Linkedin Tips
8. Liberally Provide and Request Recommendations

9. Use LInkedin Messages to Break Through Clutter

                10. Use Answers

     11. Use Search to Find Prospect Contacts

     12. Use Search to Find Background Info
Linkedin Groups - Start One?
AGenda
7. Social Listening Lab

8. Blogging Lab

9. Blog PRomotion Lab

 BREAK

10. Linkedin Lab

11. Twitter Lab

 ADJOURN
Twitter - Changing the nature of
          Connections

    It’s a community, Not a Megaphone

             Be Helpful First

   RT and H/T Liberally, and Give Credit

   Remember For Whom You’re Working
BuffsRawlinson: @pennyedwards consulting outfits like McKinsey, Accenture
sell 'pre packed models' globally & when they fail use complexity models as
excuse

Glassdoor_buzz: A.T. Kearney Management Consulting Associate "Not a
good place to be" http://bit.ly/6jyJV
You're a Rock Star: Building Thought Leadership Through Social Networking
You're a Rock Star: Building Thought Leadership Through Social Networking
Building Connections Takes Time
Finding Connections
Finding Connections
Finding Connections




                 twellow.com
Finding Connections




                 mrtweet.com
Twitter Command Center




                  tweetdeck.com
staged Tweets, Multi-Profiles




                      hootsuite.com
ID Influencers




                twitter.grader.com
Connect With Influencers




                    xefer.com
6 Dangerous Fallacies
6 Dangerous Fallacies
You're a Rock Star: Building Thought Leadership Through Social Networking
It’s Inexpensive
It’s Inexpensive
   It’s Fast
It’s Inexpensive
   It’s Fast
   It’s Viral
It’s Inexpensive
    It’s Fast
    It’s Viral
You Can’t Measure
It’s Inexpensive
    It’s Fast
    It’s Viral
You Can’t Measure
  It’s Optional
It’s Inexpensive
    It’s Fast
    It’s Viral
You Can’t Measure
  It’s Optional
    It’s hard
You're a Rock Star: Building Thought Leadership Through Social Networking
JASON BAER
Convince and Convert
www.convinceandconvert.com/feed
@jaybaer




                                  Elizabeth Sosnow
                                  Bliss PR
                                  www.blisspr.com
                                  @elizabethsosnow

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