Presentation to the Association of Management Consulting Professionals on use of social networking to build thought leadership. Presented by Jason Baer of convinceandconvert.com and Elizabeth Sosnow of blisspr.com blogging, social media, social networking, Twitter, linkedin advice and counsel

1. You’re a Rock Star
Building Thought Leadership Through Social networking
AMCF
06/25/09

2. 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

3. AGenda
7. Social Listening Lab
8. Blogging Lab
9. Blog Promotion Lab
BREAK
10. Linkedin Lab
11. Twitter Lab
ADJOURN

4. I Will Tell You The Truth. Today’s
Truth.

5. We’re All In This Together

6. The World According to Social media

7. The World According to Social media
China

8. The World According to Social media
China
India

9. The World According to Social media
China
India
United States

10. The World According to Social media
China
India
United States
Indonesia

11. The World According to Social media
China
India
United States
Indonesia

12. It’s Not Just Kids
75% of internet users
engage in some form of
social media

13. Social Networks Close the Gap

14. ConnectIons Not Driven By
Geography or Circumstance

15. Social Networks ARen’t New

16. Social Relationship Scale

18. 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

19. Why Social Networking is Smart
Business

20. It’s Not What You Know, It’s Who You
Know

21. $948

22. $948
Value of each business email contact in annualized revenue

23. Companies Are Creating
Communities

24. Companies Are Creating
Communities

25. but They Want to Keep Control

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

27. Brand-Owned Community
http://greendotlife.com

28. Social Media Is about
1 thing:
Humanization

29. Social Media Is about
1 thing:
Humanization

30. Social Media Is about
1 thing:
Humanization

32. Social Capital Is Accrued by
Individuals, And Loaned to Brands

33. 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.

34. Make Yourself a Peer, Not a Sales
Representative

35. More Readers Than Employer, More Followers Than Employer.
More Impactful Than Employer?

36. Yes. Your Customers Use Social
Networks

37. Social Media Users Are
Not
Homogenous

38. B2b Buyers Social Technographics

39. 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

40. Inbound Marketing - Be Found

41. Traditional Marketing is About
Targeting and Interruption
TV, Radio, Print, Cold Calls, Trade Shows

42. But Consumers
Can Ignore
Most
Traditional
Tactics
And When
Reached
Outside Buying
Cycle, Can be
Annoyed

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

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

45. 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

47. The
marketing
Funnel is a
Myth

48. You Have to
Step in Front
of All
Relevant
Trains

49. Inbound Marketing Requires Long
Tail

50. SEO IS Best Way to Drive Inbound
Marketing

51. Search Term Research

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

53. Search Term Research

54. Search Term Research

55. Search Term Research
google.com/trends

56. Search Term Research

57. Search Term Research

58. Search Term Research
wordtracker.com

59. Build Keyword
Density

60. 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)

61. Search Results Monitoring
authoritylabs.com

62. Search Best Practices Reporting
website.grader.com

63. 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

64. Social networks Support Your
Content

65. Pick Your Horses

66. Overlapping Presences

67. Create Outposts to Interact With
Prospects. Fish Where the Fish Are

68. The New Big 3

69. Create Frontiers To Reach Influencers Or
To Showcase Great Content

70. Think Vertical
226 Groups with “Arizona” in Name

71. 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

72. Create Good Profiles

73. Reality is Memorable.
Show Both Sides of
Yourself.

74. Understand Your Spheres
Social
Media
PR Phoenix
Music Flagstaff
Food &
Wine

75. Build Hooks

76. Get Active

77. Social Networking Tips
1. Add Value
2. Share (8x1)
3. Be Personal
4. Ask
5. Don’t Try To “Game” The System

78. Social Media Laboratory

79. 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

80. Everyone Has Expertise.
What’s Yours?

81. Atomize And Distribute Content

82. =

83. Blog
scottmonty.com

85. Video Blogs
hubspot.tv
vimeo.com
viddler.com
youtube.com
12seconds.tv

86. EBooks
http://www.workshifting.com/
citrix_online_w3c_report.pdf

87. Podcasts
http://www.netqos.com/resourceroom/
podcasts/index.html

88. Webinars
offmadisonave.com/webinars

89. Slideshare
slideshare.net

90. Linkedin Answers
linkedin.com/answers

91. Yahoo! Answers
answers.yahoo.com

92. Hunch
hunch.com

93. Wikipedia
wikipedia.com

94. Google Knol
knol.google.com

95. Squidoo
squidoo.com

96. Yelp, etc.
yelp.com

97. Web Content and Tools

98. 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

103. AGenda
7. Social Listening Lab
8. Blogging Lab
9. Blog Promotion Lab
BREAK
10. Linkedin Lab
11. Twitter Lab
ADJOURN

104. It’s Easier to Find Trains When You Hear
Them Coming

105. If you don’t put your head in the sand,
you won’t get any in your eyes

106. Social Media
Makes Bad news
Good News

107. Easy Listening

108. Set Up RSS Listening Post

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

110. Set Up RSS Listening Post

111. Set Up RSS Listening Post
netvibes.com

112. Key Ingredients

113. Key Ingredients
search.twitter.com

114. Key Ingredients

115. Key Ingredients

116. Key Ingredients
blogsearch.google.com

117. Key Ingredients

118. Key Ingredients
socialmention.com

119. Key Ingredients

120. Key Ingredients

121. Key Ingredients
backtype.com

122. Key Ingredients

123. Key Ingredients

124. Key Ingredients
boardreader.com

125. Alerts

126. Alerts
tweetbeep.com
google.com/alerts

127. AGenda
7. Social Listening Lab
8. Blogging Lab
9. Blog PRomotion Lab
BREAK
10. Linkedin Lab
11. Twitter Lab
ADJOURN

128. Don’t Be Scared of Blogging

129. 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?

130. Own or Define a Category
workshifting.com

131. 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

132. 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

136. The Difference Between Audience
and Community Is The Direction of
the Chairs

137. W FACT
Welcome
Facilitate
Answer
Connect
Thank

138. It’s About Them, Not You
STart With a Question
End With a Question
Leave Post Unfinished
Take a Position
Answer Comments

139. Blogging Is
PUblishing

140. Create an Editorial Calendar

141. 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

143. 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?

144. 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 _____.

145. 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

146. Social Media Laboratory

147. Blog Post Headlines
1. 120 Characters
2. Challenge Wisdom
3. Numbers/Lists
4. Unexpected, Action Words
5. Keywords

148. 120,000 new blogs per day

149. The Bad News
“Serious” journalism
will die
Media will be
dominated by
personalities, opinions
Coverage will be
cursory, instant, and
increasingly salacious

151. Social Media Laboratory

152. AGenda
7. Social Listening Lab
8. Blogging Lab
9. Blog PRomotion Lab
BREAK
10. Linkedin Lab
11. Twitter Lab
ADJOURN

153. For Every Hour You Spend Writing,
Spend 3+ Promoting

154. Media Comes to Us, Not Us to them

155. GreATER Access To Media

156. Delivered Right
to Your INbox
helpareporter.com

157. Media Directory
muckrack.com

158. The New Press Release
pitchengine.com

159. Driving Awareness With Blo
Comments

161. Track Success with URL Shorteners
budurl.com

162. Track Success with URL Shorteners
bit.ly

163. Where to Comment?
blogsearch.google.com

164. Where to Comment?
blogsearch.google.com

165. Social Media Laboratory

166. AGenda
7. Social Listening Lab
8. Blogging Lab
9. Blog PRomotion Lab
BREAK
10. Linkedin Lab
11. Twitter Lab
ADJOURN

167. Linkedin - Often Overlooked

169. 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

170. 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

171. Linkedin Groups - Start One?

172. AGenda
7. Social Listening Lab
8. Blogging Lab
9. Blog PRomotion Lab
BREAK
10. Linkedin Lab
11. Twitter Lab
ADJOURN

173. 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

174. 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

177. Building Connections Takes Time

178. Finding Connections

179. Finding Connections

180. Finding Connections
twellow.com

181. Finding Connections
mrtweet.com

182. Twitter Command Center
tweetdeck.com

183. staged Tweets, Multi-Profiles
hootsuite.com

184. ID Influencers
twitter.grader.com

185. Connect With Influencers
xefer.com

186. 6 Dangerous Fallacies

187. 6 Dangerous Fallacies

189. It’s Inexpensive

190. It’s Inexpensive
It’s Fast

191. It’s Inexpensive
It’s Fast
It’s Viral

192. It’s Inexpensive
It’s Fast
It’s Viral
You Can’t Measure

193. It’s Inexpensive
It’s Fast
It’s Viral
You Can’t Measure
It’s Optional

194. It’s Inexpensive
It’s Fast
It’s Viral
You Can’t Measure
It’s Optional
It’s hard

196. JASON BAER
Convince and Convert
www.convinceandconvert.com/feed
@jaybaer
Elizabeth Sosnow
Bliss PR
www.blisspr.com
@elizabethsosnow