2. Kyle Claypool, CEO
Optima Worldwide
•BSfrom Illinois (UIUC)
•Worked at Natl. Center for
Supercomputing Applications
(NCSA)
•WorldSkills Website Design
Technical Expert and Judge for
USA (2010-Present)
•Manage team of 10 at Optima

4. • We want to get more business from
Facebook
• We know we need to be on Twitter
• Our business should have a YouTube
channel
• We need to be building our brand on
Pinterest

6. • Start with POST
• People
• Objective
• Strategy
• Technology
• Read “Groundswell” by Josh Bernoff

7. • Who are you trying to reach?
• Define specific personas
• What networks do they actually use?
• Demographic data
• What do they do online?
• Social technographics

8. Twitter
More on Twitter:
http://pewresearch.org/pubs/2007/twitter-users-cell-phone-2011-demogr

9. Facebook

10. LinkedIn

11. Where do your customers fall?
http://empowered.forrester.com/tool_consumer.
Source:
http://forrester.typepad.co

12. Great presentation:
http://www.slideshare.net/bnixo
n/groundswell-post-process-
presentation

13. • Does your industry lend itself to social?
• Physician’s Reference Laboratory – draws and
tests blood and urine
• DMES – incontinence products, medical
equipment
• Forte Products – plastic waste/recycle bins
• Would people recommend you to friends
in person?
• Does your brand create an emotional
response?

14. • Learning about what customers are
saying
• Monitor brand, product mentions
• Yours and competitors’
• Feedback, product/service reviews, etc.
http://www.youtube.com/watch?v=xC8JU_aEvgg

15. • Not just shouting your message
• Blog – communicate continually and
solicit feedback
• Forum – join existing forums where
people discuss your service, or start one
• Example: http://www.beinggirl.com/
• http://www.youtube.com/watch?
v=6recCDZ66U0

16. • Getting impassioned customers to
spread the word for you
• Listen, respond, and create raving fans
• http://www.youtube.com/watch?
v=xFTqZFtuX-g

17. • Enabling customers to support each
other
• Support calls cost (on average) $10
• Consider hardware/software support
forums, wikis
• People desire “psychic income” – “I just
like helping other people”
• http://www.youtube.com/watch?
v=5ih9H0eC8mM

18. • Involve customers in decisionmaking
• Salesforce.com’s IdeaExchange
• Suggest improvements, vote on ideas
• Pose questions, get feedback
• Let customers help develop new
products/services
• Eliminates guesswork and arguments
based on personal assumptions
• http://www.youtube.com/watch?
v=Hq1lbxNqwGU

19. • Who, what, when, where, why?
• Better to leverage 1 tool well than 5 tools
poorly
• Baby steps!
• Relationships. Not Technology.

20. • Identify & connect with influencers
• Existing customers
• Bloggers, industry publications
• Partners, suppliers
• Members of business groups
• (Same influencers from linkbuilding research)

21. • “Like us to access free resources,
discounts, specials, etc.”
• “Retweet for a chance to win _____”
• “Like and submit email address to enter
contest” (list building)
• Reward top forum posters, blog
commenters
• What actions do you want to encourage?

22. • Pick best fit(s) for both you and your
customers
• Must be comfortable with the medium
• Gary V (WineLibrary.tv) hated writing, chose
video: http://tv.winelibrary.com/
• Seth Godin blogs – Twitter/FB just link to posts

24. • There will always be another latest
greatest social network
• Build relationships that transcend
platforms
• Be authentic
• Be patient
Read more about monitoring social networks:
http://www.seomoz.org/ugc/listening-to-the-
web-with-google-reader-a-beginners-guide