This document outlines a seminar on social networking for business. It discusses setting up a Twitter account and participating in online discussions using tools like Tweetchat. Attendees are prompted to share why they are attending. The presentation covers developing new rules for social networking, creating personas for target customer groups, and developing goals and content for an organization's social media strategy. Attendees are asked to identify personas for their own companies and discuss how to create targeted web pages and content for those personas.
11. Using Twitter Today
The idea is for your feedback during the seminar
Can transform seminars into more of a dialogue
and less monologue
Your active participation helps you focus
11
12. Why Are You Here?
Tweet your answers now!
✦
12
13. Why Are You Here?
A business owner in an
✦
economic pinch
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14. Why Are You Here?
A business owner in an
✦
economic pinch
Feeling more bound than
✦
free on the internet
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15. Why Are You Here?
A business owner in an
✦
economic pinch
Feeling more bound than
✦
free on the internet
Doing Social Networking
✦
now but feeling it’s a waste
of precious time
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16. Why Are You Here?
A non-profit or church
✦
trying to develop an
internet strategy
16
17. Why Are You Here?
A non-profit or church
✦
trying to develop an
internet strategy
Just trying to make sense
✦
of all this Social
Networking stuff
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28. Rules?
Harvey: Guns or knives?
✦
Butch: No, no, not yet. Not
✦
until me and Harvey get the
rules straightened out.
28
29. Rules?
Harvey: Guns or knives?
✦
Butch: No, no, not yet. Not
✦
until me and Harvey get the
rules straightened out.
Harvey: Rules? In a knife
✦
fight? No rules.
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30. Today’s Purpose
I could start headlong here into all the things
you can do on SN sites
But our purpose here today is NOT to help you
flail away and waste time
My purpose today is to get you some help so you
can be eective using them
Just showing you how to use them will NOT
accomplish that goal
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37. Old Rules
Customers
Newspaper
Ads
Radio Ads
TV Ads
Newspaper
PR
Your Business
Message
37
38. Old Rules
Customers
Newspaper
Ads
Radio Ads
TV Ads
Newspaper
PR
Your Business
Yellow Message
Pages
38
39. Old Rules
Customers
Newspaper
Ads
n
io
d pt
se ru
Radio Ads
Ba ter
In
TV Ads
Newspaper
PR
Your Business
Yellow Message
Pages
39
40. Old Rules
Customers
Newspaper
Ads
n
io
d pt
se ru
Radio Ads
Ba ter
In
ng
TV Ads li
el
s
ut
bo
a
ly
ve Your Business
si ts
Yellow Message
lu uc
xc d
E ro
Pages p
40
41. New Rules
Website
Blog
Video
Customers
Your Business
Message
41
42. New Rules
Website
Blog
Video
Customers
Your Business
Message
42
43. New Rules
Website
Blog
Video
Your Business
Message
43
44. New Rules
I am YOUR solution to YOUR problem You
✦
are never MY solution to MY problem.
44
45. New Rules
The value of each viewer/user/customer is NOT THE SAME!
After meeting with more and more marketing agencies it has
become clear to me that people don’t understand a internet user,
one that uses tools to spread their passions and interests, they
are VERY dierent the a TV watcher that takes in the content and
goes to sleep!
All consumers are not equal and the quicker Brands understand
that and use
this nugget they will be able to distance themselves from their
competition.
Gary vay – ner – chuk
Let’s hear it from him: garyvaynerchuck.com
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46. New Rules
Last December ’08, seeking to enhance sales, Gary oered free
shipping and promoted it three ways. As a result, he said, a
direct marketing mailing cost $15,000 and brought in 200 new
customers; a billboard ad cost $7,500 and won 300 new
customers; and tweeting the promotion on Twitter attracted
1,800 new customers.
No wonder he loves the online approach and is in demand as a
consultant by businesses as large as Disney and as small as
neighborhood hardware stores.
His Story: http://bit.ly/YuzS
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53. Developing Your Organizational Goals Message
To tell people about your great,
industry leading, cutting edge,
next generation, out of the box,
high demand, leading edge,
paradigm shifting... product!
53
54. Developing Your Organizational Goals Message
To tell people about your great,
industry leading, cutting edge,
next generation, out of the box,
high demand, leading edge,
paradigm shifting... product!
54
55. Developing Your Organizational Goals Message
To tell people about your great,
industry leading, cutting edge,
next generation, out of the box,
high demand, leading edge,
paradigm shifting... product!
GET OVER IT
CUT THE
GOOBLDYGOOK
55
56. Developing Your Organizational Goals Message
Develop Your Goals
Increase Revenue by 20%
Get more votes in Kalamazoo Country
Increase donations online by 35%
Increase membership by 15% this year
Increase applications for the school by 10%
Write them down - make them measurable
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57. Customer Personas and Your Organization
Think About Who Your Customers Are
Developing Your Organizational Goals Message
57
58. Customer Personas and Your Organization
Developing Your Organizational Goals Message
58
59. Customer Personas and Your Organization
Developing Your Organizational Goals Message
59
60. Customer Personas and Your Organization
Developing Your Organizational Goals Message
60
61. Customer Personas and Your Organization
micotargets
Developing Your Organizational Goals Message
61
62. Customer Personas and Your Organization
micotargets
target persona profiles
Developing Your Organizational Goals Message
62
63. Customer Personas and Your Organization
Develop a personal profile for each
Developing Your Organizational Goals Message
63
64. Customer Personas and Your Organization
Develop a personal profile for each
What are their goals, aspirations or problems?
Developing Your Organizational Goals Message
64
65. Customer Personas and Your Organization
Develop a personal profile for each
What are their goals, aspirations or problems?
What media do they rely on for answers?
Developing Your Organizational Goals Message
65
66. Customer Personas and Your Organization
Develop a personal profile for each
What are their goals, aspirations or problems?
What media do they rely on for answers?
How can you reach them?
Developing Your Organizational Goals Message
66
67. Customer Personas and Your Organization
Develop a personal profile for each
What are their goals, aspirations or problems?
What media do they rely on for answers?
How can you reach them?
Where are they to be found?
Developing Your Organizational Goals Message
67
68. Customer Personas and Your Organization
Develop a personal profile for each
What are their goals, aspirations or problems?
What media do they rely on for answers?
How can you reach them?
Where are they to be found?
What words and phrases do THEY use?
Developing Your Organizational Goals Message
68
69. Customer Personas and Your Organization
Develop a personal profile for each
What are their goals, aspirations or problems?
What media do they rely on for answers?
How can you reach them?
Where are they to be found?
What words and phrases do THEY use?
What sorts of images and multimedia appeal to them?
Developing Your Organizational Goals Message
69
70. Customer Personas and Your Organization
Develop a personal profile for each
What are their goals, aspirations or problems?
What media do they rely on for answers?
How can you reach them?
Where are they to be found?
What words and phrases do THEY use?
What sorts of images and multimedia appeal to them?
Do they like short choppy or long verbose sentences?
Developing Your Organizational Goals Message
70
71. Customer Personas and Your Organization
Each persona reaching your web content should find
themselves there and say, “Hey, that’s me. These people
understand me and my problems. I bet they have a product that fits
my needs.”
Developing Your Organizational Goals Message
71
72. Customer Personas and Your Organization
When you really know how your buyers think and what
matters to them, you eliminate the agony of guessing about
what to say or where and how to communicate with buyers.
Developing Your Organizational Goals Message
72
73. Customer Personas and Your Organization
Developing Your Organizational Goals Message
73
74. Customer Personas and Your Organization
Developing Your Organizational Goals Message
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75. Customer Personas and Your Organization
Research the language they use, especially
related to your services
Adjust your language to fit theirs
Developing Your Organizational Goals Message
75
76. Customer Personas and Your Organization
Developing Content to Reach YOUR Audience
Developing Your Organizational Goals Message
76
77. Customer Personas and Your Organization
Developing Content to Reach YOUR Audience
Begin to think like a publisher
Developing Your Organizational Goals Message
77
78. Customer Personas and Your Organization
Developing Content to Reach YOUR Audience
Begin to think like a publisher
First create a content-rich Web site
with pages organized by buyer persona.
Developing Your Organizational Goals Message
78
79. Customer Personas and Your Organization
Developing Content to Reach YOUR Audience
Begin to think like a publisher
First create a content-rich Web site
with pages organized by buyer persona.
Start by creating some new individual
pages, each with specialized content
customized for a particular buyer persona
Developing Your Organizational Goals Message
79
80. Customer Personas and Your Organization
An Example Using A College Site
Sam the Athlete
Developing Your Organizational Goals Message
80
81. Customer Personas and Your Organization
An Example Using A College Site
Sam the Athlete
Specific content written for him that describes
what it’s like to be a student athlete at the college
and gives tips for the admission process.
Developing Your Organizational Goals Message
81
82. Customer Personas and Your Organization
An Example Using A College Site
Sam the Athlete
Specific content written for him that describes
what it’s like to be a student athlete at the college
and gives tips for the admission process.
Include profiles of current student athletes or
even a blog by one of the coaches
Developing Your Organizational Goals Message
82
83. Customer Personas and Your Organization
An Example Using A College Site
Sam the Athlete
Specific content written for him that describes
what it’s like to be a student athlete at the college
and gives tips for the admission process.
Include profiles of current student athletes or
even a blog by one of the coaches
Links on Home page and Admissions pages just
for him - “High School athletes start here” or
“Special information for student athletes”
Developing Your Organizational Goals Message
83
86. Group Discussion
Form quick group of 3-4 people
✦
Exchange business cards if you have them
✦
7 minutes to identify 2 personas for your
✦
company or organization
Answer these questions
✦
Do you now have pages specifically for
✦
those persona on your website?
If not, how can you change that?
✦
86
88. What We’ve Covered So Far
Developed organizational goals
Built 1 or more personas
Researched words and phrases buyers use
Next...?
Developing Your Organizational Goals Message
88
89. What Do You Want Your Buyers to Believe?
Developed organizational goals
Built 1 or more personas
Researched words and phrases buyers use
What do you want each buyer persona to
believe about your organization?
Developing Your Organizational Goals Message
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90. What Do You Want Your Buyers to Believe?
Bush beat Kerry with “stay the course”.
Obama beat McCain with “Change”
Developing Your Organizational Goals Message
90
91. What Do You Want Your Buyers to Believe?
Does Volvo just sell a car?
Developing Your Organizational Goals Message
91
92. What Do You Want Your Buyers to Believe?
Does Volvo just sell a car?
Developing Your Organizational Goals Message
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97. Twitter Applications
NearbyTweets.com
CoTweets.com - Co. Tweets
TweetDeck - Automatic Shortening, Grouping
TwitterFox (Firefox Add-On)
TwittinSecrets.com - Tool bar for IE Firefox
PowerTwitter - Firefox Add-on
Expands Video, Photos and Links
Twitbacks.com - Custom Backgrounds
http://www.squidoo.com/twitterapps
Exhaustive list of applications
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98. Extended Seminars
http://tinyurl.com/wowevents
The New Rules April 7 - 9-12 (Sold Out)
May 19 - Tuesday 9-12 (Repeats #1)
May 7 - Taking Back Control of Your Website
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99. Using Your Signature
John Clark
Wow Web Works
(269) 321-5041 o
(269) 599-7482 c
LInkedIn: http://www.linkedin.com/in/
wowwebworks
Twitter: http://twitter.com/wowwebworks
My Facebook: http://tinyurl.com/Johns-
Facebook
Wow Facebook Page: http://tinyurl.com/
wowfacebook
WowBlog: http://tinyurl.com/WowBlog
YouTube Channel: http://www.youtube.com/
99
user/WowWebWorks
Hinweis der Redaktion
Pause to review Tweets
the problem here is what to do with all these tools - and more.
Remember this scene?
Remember this scene?
So, I theoretically know what I’m talking about in Social Media
Many so called experts out there - all self proclaimed as there are not certifications
At issue is know what to do with the tools once in your hand
Two issues
1. To hesitant to enter the game
2. Entering headlong and not having an action plan to do it
Results - wasting a LOT of time and effort
Two issues
1. To hesitant to enter the game
2. Entering headlong and not having an action plan to do it
Results - wasting a LOT of time and effort
Now - when it comes to RULES - I choose that term with some hesitation
The problem here is 40 minutes long - Upcoming Social Networking Seminar=9 hours
Now - let’s look at the OLD RULES
If you wanted to get your message to the customer you had to go through the gate keepers
Mass Media
Now - let’s look at the OLD RULES
Now - let’s look at the OLD RULES
Now - let’s look at the OLD RULES
Now - let’s look at the OLD RULES
Now - let’s look at the OLD RULES
Interruption Based - Stop what you wanted to do to see annoying things
Outbound Advertising - Boosting about what you are or have
If you can engage them in something they like - they give you feedback
They then broadcast what they like to others
If you can engage them in something they like - they give you feedback
They then broadcast what they like to others
If you can engage them in something they like - they give you feedback
They then broadcast what they like to others
See how exciting it is to simply read that?
Now compare it with the passion of a VIDEO
Which will have more impact?
Tested Results
In order to make it all work - these are the fundamentals you need to work out
We will detail this in this first class more than the last two classes - MOST IMPORTANT PART
Once you’ve developed that message - Then design/structure your web presence to reflect that
This will be the foundation base from which to launch your efforts
We will cover some very basic elements of this
You need to educate yourself on the tools
Create a Tool Kit Combo to best get your message out there and establish yourself
YOU CAN’T USE THEM ALL - Cherry Pick from the assortment
Get wet! Jump In and begin establishing your grubstake in the Wild!
Building buyer personas
1 step
probably the single most important thing you will do in creating your marketing and PR plan.
Need to develop a marketing plan to reach each one
Soccor Moms
Joe the Plumber
NASCAR Dads
Security Moms
For each type of buyer develop a personal profile
What are their goals, aspirations, problems?
What media do they rely on for answers to problems?
If you were Starbucks, what would you be marketing?
For each type of buyer develop a personal profile
What are their goals, aspirations, problems?
What media do they rely on for answers to problems?
For each type of buyer develop a personal profile
What are their goals, aspirations, problems?
What media do they rely on for answers to problems?
For each type of buyer develop a personal profile
What are their goals, aspirations, problems?
What media do they rely on for answers to problems?
For each type of buyer develop a personal profile
What are their goals, aspirations, problems?
What media do they rely on for answers to problems?
For each type of buyer develop a personal profile
What are their goals, aspirations, problems?
What media do they rely on for answers to problems?
For each type of buyer develop a personal profile
What are their goals, aspirations, problems?
What media do they rely on for answers to problems?
For each type of buyer develop a personal profile
What are their goals, aspirations, problems?
What media do they rely on for answers to problems?
Notice who our target client is?
Is he dressed right?
Does the text speak to his problems or needs?
Where does the click land him?
The typical website is a -one size fits all
Organized around the company’s products, services
Not by categories corresponding to the buyers persona
You should develop an editorial plan to reach your buyers with focused content IN MEDIA THAT THEY PREFER
This does NOT mean you have to redesign your entire site
I hopefully will not require a redesign or your architecture - if it’s easy to control content
Create links to these pages and leave the rest of the site alone.
High school student who is a varsity athlete and candidate for admission
High school student who is a varsity athlete and candidate for admission
At the same time develop pages for parents of high school students who are considering the school
Deal with financial aid and safety on campus
Consider an editorial plan for each persona
At conclusion - Tweet up thoughts on how important this can be for your business or organization
Comments - verbal
Each candidate tapped into what they felt people wanted - spoke their language - won!
Each candidate tapped into what they felt people wanted - spoke their language - won!
Volvo - Safety
Lexus?
Dodge?
Honda?
.TV is going to go huge and just getting started
The merger of TV and Internet is happening at lightening speed.
The world of the talkies is now here full force