This document outlines Jason Falls' presentation on using social media for business. It discusses listening to conversations about your brand, participating meaningfully, and creating engaging content for your website. Falls emphasizes that content is key, as it energizes fans and drives conversations. He provides tips on finding relevant conversations, monitoring versus measuring impact, and using paid search to promote content and jumpstart traffic. The overall message is that businesses should listen to what people say online, participate to build trust, and create valuable content to engage audiences.

1. National Safe Place
Webinar
Presented by Jason Falls
Social Media Club Louisville
June 4, 2009

2. Agenda
•Listening to the Conversations
•Participating in the Conversations
•Creating Conversations on your own Website
through Engaging Content
•Promoting Your Website Effectively

3. It Starts
With Listening
•People are talking about you. Why aren’t you?
•Trusted brands can ask questions and expect answers.
•Enthusiastic fans will market for you.

4. Learning to Listen
• How to find conversations about your brand
• The difference between monitoring and
measurement
• How to participate/respond meaningfully
• How to mine information for the company good
• How to apply audience intelligence across the
organization

5. Finding Conversations
Free Monitoring
▪Google Alerts (http://www.google.com/alerts)
▪Twitter Search (http://search.twitter.com) (RSS)
▪Technorati (http://www.technorati.com)
▪Bloglines (http://www.bloglines.com) (RSS)
▪Icerocket (http://www.icerocket.com) (RSS)
▪Others (MySpace, Facebook)

6. Google Alerts

7. Twitter Search

8. Bloglines Search

9. Paid Monitoring &
Measurement
Radian6 (http://www.radian6.com)
Scout Labs (http://www.scoutlabs.com)
Evolve24 (http://www.evolve24.com)
Techrigy (http://www.techrigy.com)
Vibemetrix (http://www.vibemetrix.com)
BrandWatch (http://www.brandwatch.net)
K.D. Paine & Partners (http://www.kdpaine.com)
Nielsen Online (http://www.nielsen-online.com)
Cymfony (http://www.cymfony.com)
Collective Intellect (http://www.collectiveintellect.com)
MotiveQuest (http://www.motivequest.com)

10. Radian6

11. What Am I Looking For?
Actionable (Monitoring)
▪Conversations
▪Mentions (Positive & Negative)
Measuring
▪Number of conversations/mentions
▪Sentiment & Tone
▪Competitors
▪Influencers (Comments, Subscribers, Audience)

12. Monitoring vs. Measurement
Monitoring is:
Watching and/or listening to conversations in order to
determine course of action
Measurement is:
Quantifying or qualifying conversations to establish
success, failure or comparison

13. Participating Meaningfully
Respond rapidly (bad and good)
Saying “I don’t know” is good, so long as you find out and respond
Let social settings be your guide
Provide Value = Earn Credibility + Consistency Over Time
= Earned Trust
Earned Trust = Influence

14. Becoming A Trusted Resource
How To Get There
Earn credibility and trust
Ask for permission
Don’t be a broken record
Say “Please,” “I’m Sorry,” and “Thank You.”

15. Applying Intelligence
Learn to trust your consumers/audience
Gather learnings then do something with them
Champion the consumer up the ladder
Empower employees to utilize social media
Make everyone responsible for company reputation
Start by listening and participating internally

16. It Gets Better With
Pro-Active Participation
•Content is king for a reason.
•Providing relevant content energizes your fans.
•Energetic fans will market for you.

17. Content Is King
 Consumers Demand Engagement
 Engaging Content Incites Reaction
 Reaction Becomes Conversation
 Website Becomes Living, Breathing Being

18. Why Do We Care?
Content-Centric Websites Are Updated Frequently
Good Content Is Linked To By Others
Search Engines Scan For “Relevance”
Is it recent?
Do other people think it’s good?

19. So, How Do We Do It?
Return To Your Marketing Roots
Define Your Product
Define Your Audience
Define Your Competitors
Define Your Environment
Define Your Success
Build Content Around Your Consumer

20. What Content Can We Give
Our Audience?
What do we know? (generally speaking)
What can we give? (product, expertise)
What can we explain? (how-to)
What can we share? (other's content)
Who can we interview?
What can we have fun with?

21. Factors To Consider
“Content” Implies Need For CMS
Search Engines Look For Relevancy
Is is recent?
Do other people think it’s good?
Branded Content Doesn’t Have To Be About The Brand
You Are Giving To Get

22. Search Marketing
 Paid Search Is An Instigator
 Jump-starts web traffic
 Cost-effective
 No minimum
 Highly Targeted
 Supplements Organic Search

23. Search Marketing
 Use Google’s Tools
 Adwords (Keywords)
 Desktop Client (Free)
 Write Compelling Copy
 Target
 Geography
 Time of Day
 Keywords

24. Keywords

25. Where To Play
 Google is 80% of search volume
 Yahoo
 MSN/Live/Bing
 MySpace
 Highly Targeted
 Facebook
 Social Ads
 Highly Targeted

26. Don’t Forget
•Listen to the Conversations
•Participate in the Conversations
•Engage Your Website Visitors With Content
•Organic Search
•Jump-Start Your Website Traffic
•Paid Search

27. Let’s Connect
jfalls@doeanderson.com
Twitter: @JasonFalls
O: 502.815.3257
Jason Falls www.smclouisville.org
VP, Director of Interactive
& On-Line Communications
Doe-Anderson www.socialmediaexplorer.com
Louisville, Ky.