The LEADERship Presentation 4/14/11: What You Don’t Know About Social Media Could be Killing Your Business Presented by Tracy Gosson and Hollis Thomases

1. What You Don’t Know About Social Media Could Be Killing Your Business Presented by: Hollis ThomasesPresident Tracy GossonPresident

2. What is Social Media?

3. Social Media vs. Social Networking Social Media Broad term Social Media is a Channel More one-way communication Focus is on content generation & consumption Social Networking More specific term Social Networking is Engagement More two-way communication Focus is on building relationships and establishing reputations

4. Common Terminology LinkedIn Twitter Facebook Tweets Follow vs. Following vs. Friends (“Tweeps”) Mentions/@replies DMs Shortened URL Hashtags Tweetups Network Connections Recommendation Groups Likes Friends vs. Like(rs) Profile vs. Page Status Update Blogging YouTube Blog vs. Blogging vs. Blog Post RSS Feed Comments Social Bookmarks Channel Views Spotlight Videos Promoted Videos Featured Videos

5. Who Uses Social Media? Clients Prospects Competitors Job Seekers Industry Analysts Everybody Else…

6. Developing a Social Media Strategy Approach like any marketing initiative; you need a plan Listen first Be realistic about your investment abilities; how much money and staff time can you afford? Determine your destination; then build your map Identify who you are and what you care about; what is your “voice” going to be? Understand the best tools for your organization How are you going to track in a way that is meaningful to you?

7. How Social Media Could Be Affecting Your Business Let’s see some examples…

11. Promotions

13. PR & Reputation Management Thought Leadership Product Reviews

14. PR & Reputation Management Thought Leadership Product Reviews Crisis Management

15. Brand Building Build Branding& Awareness

16. Brand Building Build Branding& Awareness

17. Brand Building Build Branding& Awareness Build Loyalty& Retention

18. Brand Building Build Branding& Awareness Build Loyalty& Retention

19. Customer Service Provide Direct Customer Service

20. Customer Service Provide Direct Customer Service

21. Customer Service Provide Direct Customer Service Another brand & relationship building opportunity

22. Customer Service Provide Direct Customer Service Another brand & relationship building opportunity

23. Search Engine Visibility Increase organic (free) search engine rankings Give competitive edge

24. Tools of the Trade Monitoring Measuring Execution Blogging CMS (e.g. WordPress) Twitter HootSuite, Tweekdeck, Seesmic Bookmarklets Integration Tools Twitter  Facebook Facebook  LinkedIn Feeds Mobile Apps

25. Tools of the Trade Execution

26. Tools of the Trade Execution

27. Tools of the Trade Execution

28. Tools of the Trade Monitoring Measuring Execution PostRank Analytics Social Mention Socialseek Trackur Viral Heat Sysomos Radian6 Trendrr Google Alerts Blogging CMS (e.g. WordPress) Twitter HootSuite, Tweekdeck, Seesmic Bookmarklets Integration Tools Twitter  Facebook Facebook  LinkedIn Feeds Mobile Apps

29. Tools of the Trade Monitoring

30. Tools of the Trade Monitoring

31. Tools of the Trade Monitoring Measuring Execution PostRank Analytics Social Mention Socialseek Trackur Viral Heat Sysomos Radian6 Trendrr Google Alerts Google Analytics Tweet Reach HowSociable? Post Rank Analytics Blogging CMS (e.g. WordPress) Twitter HootSuite, Tweekdeck, Seesmic Bookmarklets Integration Tools Twitter  Facebook Facebook  LinkedIn Feeds Mobile Apps

32. Tools of the Trade Measuring Common Metrics/KPIs by Platform

33. Tools of the Trade Measuring Tangibles Record search engine rankings prior to SMO Track inbound links from SMO initiatives Review Web Analytics: increased traffic from SMO efforts particularly referral sites before and after site activity completion rate for specific objectives, i.e. requests for white papers or completed contact forms Capture other methods of inquiry, i.e. by telephone (via call tracking) or direct email

34. Tools of the Trade Measuring Intangibles Increased brand visibility on high traffic, forward-thinking web properties with very targeted, positive content Creation of additional discussion, commenting, and engagement with targeted content and brand beyond just a simple page view Can be measured by assessing # of mentions, sentiment, authority, market share, relevance etc Combats detracting or distracting posts about your company or products. By continuing to present consistent, positive and USEFUL information from trusted community members, the company can engage the sites more over time to supplement and balance negative or unhelpful info.

35. Tools of the Trade Measuring

36. Other Tools Cross-Platform Blogging Tools Tumblr Posterous Social Media Advertising LinkedIn DirectAds Facebook Ads

37. Who’s using What? Types of Social Media Platforms Deployed Photo Sharing (Non-FB) Tagging Blogs RSS & Sharing Twitter LinkedIn YouTube SlideShare On-Site Polls On-Site Communities Discussion Boards Streaming A/V Facebook Company Name 19 April 2011 39

38. Trends & Hot Topics

39. Trends & Hot Topics

40. Resources

41. Key Take-Aways Monitor & Listen, even if you don’t participate Recognize that your target audience, your competitors, your industry are using social media, even if you’re not Develop a strategy that’s right for you Remember that social media is just another tool in the toolkit

42. Thank you! Presented by: Hollis ThomasesPresident Tracy GossonPresident