This presentation is a breakdown of key social media systems which are useful for self-branding pursuits when one\'s website is lacking in SEO, or is new and needs to promote a greater influx of client/prospect traffic.

1. SOCIAL MEDIA
For the Independent Professional

2. What is Social Media?
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 Social Media is:
 Digital Word of Mouth!
 Anywhere online where people can talk to you, about you,
or about your business.
 Interactive word of mouth [ or “word of mouse” ]
 Forums, Networks, Peer Review Sites, Blogs,
Directory Listings & Peer Aggregators
Social Media for the Independent Professional NAWBO

3. Social Media Statistics
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 If Facebook were a country, it would have the
world’s 3rd largest population
 Ashton Kutcher and Brittany Spears have more
Twitter followers than the population of Sweden,
Israel, Switzerland, Ireland, Norway, Panama
 25% of search results for the worlds Top 20 largest
Brands are links to user-generated content.
 78% of customers trust peer recommendations over
advertisements
Social Media for the Independent Professional NAWBO

4. Social Media Statistics
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 70% of web searches are for finding local
businesses, products and services
 67% of local consumers have consulted online
customer reviews of local businesses
 There are 80 million name searches on Google
each day – Have you Googled your name?
And Did you like what you found?
Social Media for the Independent Professional NAWBO

5. Why Use Social Media?
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 Personal Branding
 Increase Traffic to your Main website
 Improve SEO & Increase Search Engine Relevance
 Stay in the Mind’s Eye of your prospects/clients
 Establish yourself as an expert
 Manage (control) how you are perceived/received by
your audiences
 Stay connected to client in a fashion they prefer in
advance of that ultimate conversion
 Educate Consumers and Referral Partners
Social Media for the Independent Professional NAWBO

6. SEO-SEM-Search Engine Relevance
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Social Media for the Independent Professional NAWBO

7. Strategies for Effective Use
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 Your Customer Knows Best
 Social Media Isn’t Necessarily Free
 Don’t Measure Success by Follower Counts
 Social Media Doesn’t Equal Self Promotion
 Learn from the Experts
 Get Help without Relinquishing Your Identity
Social Media for the Independent Professional NAWBO

8. Where to Build Your Presence
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 Website or Blog
 LinkedIn
 Facebook
 Twitter
 YouTube
 Mass E-Mail Campaigns
 Industry Networks & Directory Sites
Social Media for the Independent Professional NAWBO

9. Where to Build Your Presence
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 Website or Blog – is a must. Why? Control!
 Visually & Verbally present who you are
 set the tone for your brand and marketing message
 Educate your audience(s)
 Define “What I can do for you?” for clients/referral
partners
 Hub/launch pad to all of your social networks
 Define the user experience
 Track statistics & user data
 Centralize your SEO and Search Relevance
 Set-up User opt-in
Social Media for the Independent Professional NAWBO

10. Website or Blog
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Social Media for the Independent Professional NAWBO

11. Where to Build Your Presence
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 LinkedIn – Professional Networking
 Fillin Profile Completely - Professional Headshot Photo
 Build a Network of Industry Partners & Clients
 Build a Network of Referral Partners (rolodex)
 Find & Engage Prospects directly
 Get Noticed through discussion groups
 Polling
 Share expertise, articles through Status Updates
 Drive traffic to your website or blog
Social Media for the Independent Professional NAWBO

12. LinkedIn
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Social Media for the Independent Professional for NAWBO

13. Where to Build Your Presence
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 Mass E-Mail
 Control the Message
 You go to them, and make them come to you
 Track user statistics
 Create urgency and calls to action
 Inform, Educate, Resonate
 Stay in their mind’s eye
Social Media for the Independent Professional NAWBO

14. E-Mail Campaigns
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Social Media for the Independent Professional NAWBO

15. Where to Build Your Presence
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 Facebook – Networking & Branding
 Create a Personal Brand BizPage - Customize
 Build a Landing Page
 Load it with engaging content
 Photo Ads, Videos Shorts, Webinars, Video Testimonials, Link
to Blogs, Articles, Discussions
 Event
Pages (speaking engagements)
 Update often, and engage your audience
Social Media for the Independent Professional for NAWBO

16. Facebook (business page)
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Social Media for the Independent Professional for NAWBO

17. Where to Build Your Presence
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 Twitter – Microblogging
 Drive Traffic to main website (shortli.nk)
 Monitor & Share news from your industry
 Brand yourself visually w. custom background
 Be made #searchable (#hastags)
 Share content from others (re-tweet)
 Credit other @users (@mentions)
 Share expertise, articles through Tweets a few times a
day or week.
Social Media for the Independent Professional NAWBO

18. Twitter
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Social Media for the Independent Professional NAWBO

19. Where to Build Your Presence
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 YouTube
 Client
Testimonial Video
 Webinar Video / Interviews / Advice / How-To
 Industry Networks & Directory Listings
 Find
industry networks – be present
 Web Directory Listing Sites – presence/inbound traffic
 Chamber of Commerce listings
Social Media for the Independent Professional NAWBO

20. YouTube
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Social Media for the Independent Professional NAWBO

21. Challenges to Moving Forward
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 Don’t Have Time
 Not Sure Where to Get Started
 Not Sure What to Talk About
 Can’t Deal with the Noise
 Concerned about my Privacy
 Intimidated by the technology
 There’s too much competition
 There’s not enough ROI
Social Media for the Independent Professional for NAWBO

22. How to Get Started
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 Start Writing: Profile/Bio
 About yourself - Your elevator speech
 Your Value Proposition & Marketing Message
 Define what sets you apart
 Lists of ideas/topics you can write about
 Gather your Digital Assets
 Photos, Logos, White Papers (down-loadables), FAQs, Links
 Determine your Goals and KPIs
 Determine which tools you will use to drive traffic to
your website
Social Media for the Independent Professional for NAWBO

23. Show me the Way!
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Social Media for the Independent Professional NAWBO

24. How to Get Started
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 Define your audience(s)
 Clients/Prospects, Industry Partners, Referral Partners
 Define Goals and Set Standards/Measurements for Success
 Define your Social Media Maintenance schedule
 Blog: good: 1x/month; better: 2x/month; best: 1x/week
 Social Networks: Few times a week, if not daily
 Peer Review Sites: 2x month
 Set up the actual networks
 Facebook, LinkedIn, Twitter, YouTube, Blog, Google+
 Add Links to Profiles in your e-mail’s signature
Social Media for the Independent Professional for NAWBO

25. How do I know its working?
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 Google Analytics
 Detailed Page, User, Traffic Stats, Referral/Keyword
 Facebook Insights
 Viral Reach, People Talk, “Likes,” Shares
 Wordpress Stats
 Clicks, Referral Traffic, Keyword Traffic
 Constant Contact Reports
 Opens, Click Thru, Bounce
Social Media for the Independent Professional NAWBO

26. How do I know its working?
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Social Media for the Independent Professional NAWBO

27. Any Questions?
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 Download Presentation & Resources
 williamguth.com/nawbo.html
williamguth
Web Project Manager
Social Media for the Independent Professional NAWBO