Slides - MCA Maryland

Slides (PDF) and videos at
www.DialogConsulting.com
(“Video” tab)
4-time Vistage
Award Winner
Dave Nelsen - Speaker / Consultant
Dave Nelsen - President
Dialog Consulting
412-779-2788 or
[email protected]
Social Media and Social Networking
How To Use It; Why You Can’t Ignore It
21 Ideas
for Business
(Visit the "Videos" page for
multipart videos or handouts in
PDF format).
Dave Nelsen
Dialog Consulting Group
We Socialize;You CapitalizeTM.
1
Access this video here:
http://bit.ly/zQHAND
For other videos, search YouTube for the
phrases below:
"Evolution of Dance"
"Snowball the Dancing Cockatoo"
"iPhone4 vs HTC Evo"
"United Breaks Guitars"
http://newsroom.cisco.com
www.willitblend.com
Access this video: www.bit.ly/zQHAND
2
Facebook helped power the 2011 Egyptian
revolution and Arab spring.
...
3
Employees (and former employees) review
their employers on www.glassdoor.com.
4
In a world of mouth, consider the relative
importance of brand AND reputation.
Reputation
5
6
Consider investing in your business reputation.
Please allow others to know about
your wonderful dining experience at
the Crab House by reviewing us on:
• Fodors.com • 10Best.com
• TripAdvisor.com
• Yelp.com
• Yahoo.com/TravelGuide
7
Overview
Social Media
Social Networking
• 3 rules
• Video
• Twitter (search)
• RSS (subscriptions)
• Blogging (keywords)
• Facebook
• LinkedIn
• Google+ & Ning
• Crowdsourcing
8
Rule #1: The Cocktail
Party Rule
Talking "all about me" is boring to others and
yet this is how traditional marketing is often
done! Per the book “Guerrilla Marketing”
remember: “Marketing is NOT about us; it’s
about THEM.” Scan this QR code to access
the “3 Rules for Social Media” video.
Meet people, listen, talk, ask & answer
questions, build relationships & trust...
9
Marketing is not about us;
it’s about them
10
QR codes or tags (as in Quick Response)
connect the off-line world to the web, enabling
more dialog. They are free.
11
12
Today, QR reader apps must be added
manually. In the future, they’ll likely be part of
the standard operating system.
Get yourself a smartphone: Apple iOS or
Google Android. It’s all about the Apps (and
Blackberry is failing).
13
Scan this QR code to watch a “QR Codes
Overview” video.
Idea 1: Use Quick Response (QR) Codes
14
Search Google for “QR Code Generator” and
find myriad choices including: www.qrstuff.com
and www.quikqr.com .
15
PIE, an old radio adage, updated with
“authenticity”.
Rule #2: P I E
• Personality
• Interesting
• Entertaining
• Authenticity
16
An example of email subscription management
with “PIE”. Make your own version - most
people will not have seen this and ...
appreciating it, will resubscribe.
17
This is the most important of the three rules.
Be brutally honest in your assessment. If you
can’t create value for your target audience in a
compelling and cost-effective manner, DO
NOT “PASS GO”; you’re wasting your time.
Rule #3: First, Create Value
(for your target audience)
• Educate
• Alert
• Entertain
• Inspire
• Vet/Share
18
Social Media Defined
(AKA User Generated Content)
• Content created by anyone -
publishing and broadcasting democracy
+ Technology:
• Sociology
Transforming monologue (one-to-many)
into dialog (many-to-many)
From: http://en.wikipedia.org/wiki/Social_media
19
This is the first big idea. Along with your
website, product brochures, ads, email blasts,
newsletters, press releases... (monologues),
add a dialog. It accelerates learning on both
sides and builds trust at a scale not possible
with earlier communication tools.
...transforms
monologue
into dialog...
20
Also see: www.MyStarbucksIdea.com,
www.ideastorm.com (Dell) and 50,000 others.
Idea 2: Dialog Product Planning
An “Idea Exchange” capability is provided by
www.salesforce.com or www.uservoice.com
for $0 - $135/mo. (SFDC Enterprise Edition).
21
22
Vistage used SalesForce.com’s IdeaExchange
product to dramatically improve Vistage
Village. If you haven’t visited since January
2012, checkout the incredible improvements.
23
Published by “Aniruddh D. Patel” of The
Neurosciences Institute in San Diego in the
journal “Current Biology” on May 26, 2009.
“Dancing Parrot Leads to
New Scientific Theory”
• Dance was believed to be a uniquely human ability
• Researchers studied roughly 1,000 dancing
animal videos
• Parrots and elephants can dance
• These animals also mimic sounds
• Theory: Brain circuitry for dancing enables
intentional vocalization (language acquisition)
24
Social Media accelerates learning if we can
focus narrowly on information relevant to our
businesses.
...accelerates
learning....
25
True for species over millennia. Truer for
businesses over just years, months, or weeks.
So What?
Charles Darwin
“It’s not the strongest
or most intelligent that
survive, but those that
adapt to a
changing environment
most quickly.”
26
Ray Kurzweil (noted futurist) predicts...
In the next 34 years, human/machine knowledge will multiply...
Check out IBM’s new knowledge management
system, Watson.
x__________
27
For each idea or web page, note the
highlighted web address (URL) at the top.
Idea 3: Learn What They’re Saying
Alert Ideas:
• Your name
• Company name
• Product names
• Key employees
• Competitors
• Customers
• Prospects
• Industry terms
• Regulatory
• ______ RFP
•
28
Examples of narrowing your Alerts... For help
with rules and syntax, go to: http://bit.ly/
google-alerts-help
Idea 3: Learn What They’re Saying
Focusing:
Armstrong -Lance -biking -Neil
AND “ceiling tile” OR flooring
site:.gov site:.edu site:nytimes.com
29
For Macs or PCs, set up “Rules” to
automatically sort messages (such as Google
Alerts) into dedicated folders/mailboxes.
Email Tip: Use Rules to Auto-Sort
30
Who Predicts This?
“Social networking-type
applications will become as
ubiquitous in the workplace
as Microsoft Office tools
Bill Gates
and will likely replace
email as the dominant
form of corporate
communications.”
31
32
At search.twitter.com, click “Advanced Search”
to learn the rules for narrowing searches.
Idea 4: Learn What They’re “Thinking”
(twitter is the next best thing to having ESP)
“back pain” near:15022 within:50mi
ESP - Extra Sensory Perception
33
Use www.tweetdeck.com (a free product) or
HooteSuite, another popular alternative, to
monitor Twitter (and a variety of other
services).
34
1AM Pakistan = 4 PM Eastern (Sunday)
10:35 PM Eastern (Sunday)
35
This Is Your Organization!
36
www.Yammer.com is a “freemium” service for
doing the equivalent of Twitter in a closed
corporate network. 100,000 companies use it
to unify fragmented knowledge and to
accelerate communication.
37
Yammer contains more than a dozen features
beyond the basic texting (AKA “Enterprise
Microblogging”) capability.
38
Group Text
vs.
eMail
1. Concise and ubiquitous (any phone on cellular)
2. Tagging and universal search
O
3. Content consumers chose to follow (180 flip)
4. Cloud-based: Shared, global knowledge
39
Chatter is an alternative to Yammer from
Salesforce.com. It’s also being used by more
than 100,000 companies.
40
Ten ways to use Yammer or Chatter. Consider
the impressive impact of a potential 30%
reduction in email volume (that would equate
to ~1 hour per day per employee).
41
This is an example of how a company could
structure its Yammer communications
(different channels or hashtags for different
types of information).
Yammer Communications Hierarchy
Company
News
Competitive
Chatter
Search
Review
As
Periodically
Needed
Product
A
Product
B
Brush-up
Experts
Before
On
Key
How I beat
Cisco
head-2-head:
Rapid
Response
Call
Meetings
www.bit.ly/HGz3
42
...it is no longer
possible to control
the conversation...
43
Q: “Are you going to
participate or not?”
44
Consider the power of peer recommendations
vs. what you say. That’s the power of LinkedIn
or Facebook vs. search. ___% trust our
marketing and advertising. ___% trust peer
recommendations.
__% trust peer
recommendations
__% trust
“marketing”
45
Use a smartphone to shoot videos. The iPhone
4S and comparable Droids feature highdefinition video, excellent audio, and
integrated editing software.
The Voice of Customers: Cisco (B2B)
Rule 1: Shoot at face height (for a face-to-face
feel) from a distance of 4 feet. Rule 2:
Subject’s face should be brighter than the
background.
Equip your sales team with iPhones or iPads
so that they can leverage customer
testimonials.
46
Murphy Goode Wines generated almost 2,000
customer videos with a contest featuring one
winner.
47
Host your videos at www.blip.tv (free) or pay
$8/mo for private, password-protected files.
For B2B, it’s more professional than YouTube.
It’s also easy to disable ads.
48
Join the conversation -- it’s already ongoing
and even if it’s uncomfortable, it’s better if
you’re a part of it. Negative information is OK
(if there’s not too much) as it makes it
authentic, increases empathy, and mobilizes
your advocates. Be responsive to criticism by
improving products, services, policies, and
response times.
J
Idea 6:
O
I
N
C O N V E R S A T I O N
T
H
E
49
Selected Social Media Applications
200 million “newspapers”
1 billion “TV” episodes
“ESP”
100,000 “talk radio stations”
From: http://en.wikipedia.org/wiki/Social_media
50
"Blog" is the shortened form of the term “web
log”. Discover best practices in blogging at
www.problogger.net.
Blogging Defined
(Social Media in “Text” Form)
• A weblog is a type
of website with
regular entries of
commentary, events,
graphics, audio
and/or video
• Editing, not HTML
or programming
51
My blog AND entire website runs on
WordPress.
52
With the WordPress blog engine, you focus on
managing content, not geeks. Notice the
“Paste from Word” button.
53
Edit your homepage (and every other page)
same as editing a blog post.
54
There are literally thousands of “plugins” (functions and capabilities) for WordPress.
In addition, there are also thousands of
available “themes” (designs), or you can make
your own.
Thousands
of “plug-ins”
55
It’s a “mobile” world. This is WordPress
implemented with “Responsive Design”.
56
Use technorati.com to determine the influence
of various bloggers. You’ll find blogs valuable
in your job and career. Connecting with others
who share your interests can be incredibly
engaging. Comment to increase visibility and
improve SEO!
Idea 7: Read a Blog and Comment
(Find your favorites using the search engine built for blogs)
57
Note the “Authority” rating: 1-1000 (higher is
better).
58
Commenting on high-authority blogs once or
twice a month (in the course of your normal
reading) generates inbound traffic.
Comment to Create Visibility
• Generates direct traffic
59
Click the RSS button to subscribe to
something. It’s free (text, audio, and video
content).
* More commonly: “Really Simple Syndication”
RSS: Really Simple Subscription*
Visit the newsstand every week or…
subscribe to the magazine
RSS is same concept
for web content
60
Activate iGoogle from Google’s homepage
(lower left). You’ll be required to create a
Google ID (useful for managing Google Alerts
and other Google services). Note: iGoogle will
be discontinued on 11/1/2013.
61
Use iGoogle as your RSS reader - your
Information Dashboard for the world. Or if you
prefer email-style presentation, use “Google
Reader” or your email client (e.g. Outlook). Or
find one of literally dozens of other choices.
62
With iGoogle being retired on 11/1/2013,
consider switching to www.ighome.com.
63
Idea 8: Subscribe to Something
“Feeds” available at www.nytimes.com.
64
...“push” is out;
“pull” is in...
65
Idea 9: Write a Blog
• The key question (for every social media initiative):
“How do we create value for our audience?”
• Educate... alert... entertain... inspire... vet/share
• Work to your experience and expertise
you/your company as a thought• Positions
leader; improves your visibility; builds trust
• Focus narrowly and post regularly
• Recommended platform: www.wordpress.com
66
Why blog? Not just more traffic but people
looking for what you do.
67
Use Google’s “AdWords Keyword
Tool” (shortcut: www.bit.ly/MyKeywordTool) to
identify 3 - 10 search terms that you want to
own. Use these phrases regularly in blog posts
and web titles and in the first 100 words of
content.
Idea 10: Be Known For Something
AdWords Keyword Tool
68
"Local" refers to searches from the selected
countries and languages for your current
campaign settings or those you selected in
"advanced options." Notice that the obscure
acronym “SDVOSB” is searched for 4,400
times per month. What are your key phrases
or acronyms?
SEO Rules:
• Find your keywords
• Use in titles
• Use in first 100 words
• Use in URLs
• Write for humans
69
Alexa.com shows you the words and phrases
driving traffic to your competitors’ websites. If
these keywords are working for them, they’ll
work for you too (excluding those that include
their name).
Idea 11: Discover Competitors’ Search Drivers
70
Idea 11: Discover Competitors’ Search Drivers
www.Alexa.com
71
Idea 11: Discover Competitors’ Search Drivers
Google Adwords
Keyword Tool
72
WordPress.com is a fabulous free business
blogging platform. To improve SEO, host it on
your own server or, better yet, virtual host
(GoDaddy, Bluehost, Rackspace, etc.). The
software is free from www.wordpress.org or
available as a 1-click install from the hosting
providers mentioned here.
WordPress
73
74
75
Approve
Block
76
Example: Boeing Blog
• 5,000 to 10,000 unique readers per month
Randy’s Journal at Boeing Blogs. It’s about
quality, not quantity. Randy targets people who
buy (not fly) Boeing planes. These are the right
5,000 readers.
77
Be sure to include people and videos/
photographs in your blog. People want to
connect with people, not faceless corporations.
78
79
socialmediagovernance.com - Find a company
or policy that you admire and update your
employee handbook to account for a world of
social media.
Idea 13: Establish A Social Media Policy
80
Access Telstra’s full training video on my blog
here: http://davenelsen.wordpress.com/
2010/01/05/ye2009bestof/
81
www.GetSatisfaction.com
82
“There’s a simple reason that we were one of
the first to raise our hands at Zappos and start
using Get Satisfaction: a lot of our approach to
making people happy with timely, human
customer service is already baked into this
product. They get it.” Tony Hsieh, CEO, Zappos
83
This Q&A feature on this website
(www.talkshoe.com and 70,000 others) is
powered by www.GetSatisfaction.com.
84
85
For companies with more than 1,000
customers (end-users), have them support
themselves. In addition to
GetSatisfaction.com, check our Zendesk.com.
Idea 14: Customers Support Themselves
• 89% reduction in support load (10X gain)
• Plus increased sense of community
• Plus improved customer satisfaction
86
87
88
Social Media:
Powerful New Tools to Connect
Dialog
Learning
Participation
Opt in
89
www.compete.com, www.alexa.com,
SEMrush.com, and Quantcast.com provide
data on any website, blog, etc. Be sure to
install “Google Analytics” on your own site for
additional insights.
Idea 15: Compare Your Traffic to Competitors’
90
Use compete.com to understand the growth
trajectory of any Internet service, website, or
blog. In early 2012, Pinterest.com was on fire!
91
92
Facebook zoomed when MySpace hit the wall.
Compare your own website (or blog) to your
competitors’.
Facebook or MySpace?
93
Search iTunes for “ROFL Podcast”.
94
Social Networking Defined
• Online communities of people
who share interests or activities
• Multiple methods to connect, communicate, and share information
From: http://en.wikipedia.org/wiki/Social_networking
95
www.SEMrush.com.
96
Selected Social Networking Applications
33.6 million* people
42.4 million* professionals
164 million* friends
1,000,000+ groups
Idea 16: Join a Social Network
* - Unique US visitors last month (compete.com)
97
A corporation is not a person. Set up your own
business page.
• Open access: even for non-members
• Indexed by Google
98
The amazing power of one person who “liked”
Betty White!
99
Starbucks is the #1 most admired brand in
social media... today with 35+ MM fans.
100
12 ideas for value-creation strategies.
101
Now that’s a compelling “value creation”
strategy!
102
Find a successful instance of a Facebook
page and model it.
Idea 17: Create a Facebook Page
103
It took Google+ 88 days to reach the same
membership of Facebook at 3.5 years.
Employees
Customer
Service
Customers
104
Google+ Hangout (free 10-party videoconferencing)
105
106
107
108
109
110
http://bit.ly/all-google-plus
111
Idea 18: Join LinkedIn and Groups
www.Linkedin.com - The professional’s social
network: Like Google for finding people!
225
2/3s non-participation
(in any given month)
July 2012: 42.4 million active users
112
For first degree connections, quality trumps
quantity. Second degree connections are
incredibly valuable but only accessible through
people you actually know.
me
you
me
you
me
you
0
98
0X
27
0X
113
Follow these 3 rules for deciding when to
connect. I do have certain exceptions. For
example, I will typically connect with Vistage
Chair (but not members) if I’ve presented to
one of their groups. Wondering why?
Link When...
1. Do I know you professionally? Yes
2. Do I respect you professionally? Yes
3. Would I be delighted to help you? Yes
114
Look for these standard, system-generated
messages and ignore them.
System-generated
“spam”
115
Members
Members
Members
Members
LinkedIn Local
Members
Chair
Members
Members
Members
To Do: Connect Chair to group members and
to other local Chairs! Or connect to anyone
who is a hub (AKA “networker”).
Members
Chair
Members
Members
Members
Members
Members
Members
Members
Members
Members
Members
Members
Members
Members
Chair
Members
Members
Chair
Members
Members
Members
Members
Members
Members
Members
Members
Members
Members
Members
Chair
Members
Members
Members
Members
116
Members
www.bit.ly/visibility-off
117
Key Applications:
• Critical insights
from current or
former employees (respecting confidentiality)
• Networking / Prospecting
118
Most “Advance People Search” fields are
accessible to Basic (free) users.
119
Notice the large number of “2nd Connections”
as well as the presence of “Group Members”.
120
Use LinkedIn to discover who’s connected to
whom, then connect IRL - “In Real Life”, rather
than depending upon LinkedIn alone.
LinkedIn...
me
you
me
you
me
you
<20%
<4%
<1%
•Great for discovering relationships;
poor for actually connecting
121
Invest a few minutes in creating an ideal
signature block ("Professional Headline") on
LinkedIn. Make it easy for people to click to
your website or blog.
122
Routine
LinkedIn
activities
boost
SEO
“We Socialize,You Capitalize” http://www.WeSocialize.biz
123
Key Applications:
• Critical insights
from current or
former employees (respecting confidentiality)
• Networking / Prospecting
• Industry Groups
124
By joining a LinkedIn Group in your industry,
you learn from their collective experience. In
the fast changing world of social media, I keep
up by learning from the 100,000 members of
“Social Media Today”. Join a group in your
industry... or better yet, in your customer’s
industry.
125
126
127
Use the Groups Directory to find Groups by
keyword. Results are presented largest to
smallest.
retail
128
Joining Groups enlarges your network.
129
Recommendation - Join two different types of
LinkedIn Groups: In your industry (birds of a
feather...) to accelerate your professional
learning & development, and in other
industries to gain insights into potential
customers and to create visibility for your
organization.
Key Applications:
• Critical insights
from current or
former employees (respecting confidentiality)
• Networking / Prospecting
• Industry Groups
• Recruiting
130
"Reference Search" is the only PREMIUM
feature covered today; all others are part of the
BASIC (free) LinkedIn service.
131
132
Follow Companies
133
Find a great model here: http://
blog.linkedin.com/2012/12/12/best-linkedincompany-pages-of-2012/
134
www.Ning.com: A full-featured social network
for your singular purpose, such as connecting
employees in a closed, secure network. Plans
start at $24.95 per month.
• Membership, forum, blog, news, documents, videos, RSS...
• Open or closed groups
135
No programming required; just drag & drop.
136
Create your own open or closed social network
at www.ning.com
fully-customized
• Apublic
or private
social network
where you’re
in control!
137
Very modest pricing, per group, NOT per
member.
Idea 19: Start Your Own Ning Group
138
Use www.crowdspring.com or www.
99designs.com to “crowdsource” any design.
Use guru.com or www.elance.com for coding /
implementation (for example, for your website
or iPhone app). Use www.mturk.com to
execute any process or Human Intelligence
Task (HIT).
139
The “creative brief” allows you to describe your
project in words. You can upload any existing
collateral, logos, colors... for brand
consistency. If designing a website, I strongly
recommend including a “wireframe” showing
each page’s functionality.
140
Idea 20: Crowdsource your next design project
141
Note: CrowdSpring is for DESIGN. Simply put,
it is the look of the page put not the
functionality. Here's a nice blog post which lists
some great resources for converting your
design into a working website: http://bit.ly/
aCzkg
142
Situation: You’re George Write, BlendTec Marketing Director
• You sell primarily commercial blenders (B2B)
• Production capacity for 5X current sales
• Almost no marketing budget
• No money for
“talent”
• In a deep
recession
143
On the strength of this social media campaign,
BlendTec’s revenues increased 5X during the
2008 - 2011 period. That’s unbelievable!
Idea 21: Use YouTube for
demos & customer testimonials
www.willitblend.com
144
This presentation was all about the rate of
change on the outside. Consider the
implications for your company.
Embrace Change!!!
“If the rate of change on
the outside exceeds the
rate of change on the
inside, the end is near.”
Jack Welch (GE)
145
I have a popular session about how to use
iPhones, Droids, iPads, and Apps to literally
double your productivity. Topics include the
tyranny of email, BodyMedia FIT, Evernote, the
new brain rules (think sleep and exercise),
Keynote, LassPass, FollowUpThen.com and
much more. Consider booking this fascinating
presentation for your group next year.
Doubling Your Productivity
using Tablets, Apps and Smar tphones
146
Interested in working together?
Please see the next page.
Dave Nelsen
We Socialize;You Capitalize
Presentation copies:
(“Videos” tab)
TM
[email protected]
412-779-2788 (m)
@davenelsen (Twitter)
www.DialogConsulting.com
147
Next Steps:
Your Company
Name Here
Social Media
• Working with your team to develop,
document, and launch your company’s
social media strategy ($9,995).
• Master training for your sales,
marketing, and HR teams ($6,250).
• Speaking at industry conferences
and events ($5,000 - $7,500).
• Advanced website
development (quote)
Get full details at www.bit.ly/getdave
Summary: Social Media Ideas for Business
Q: How do we create value for our audience?
•
•
•
•
•
•
•
•
•
•
•
•
Use QR Codes (p.11)
“PIE” + authenticity (16)
Run an IdeaExchange (21)
Set-up Google alerts (28)
Tune in with Twitter search (33)
Yammer or Chatter (37)
Video your happy customers (46)
Website
WordPress (52)
Read a blog & comment (57)
•
•
•
•
•
•
•
•
•
Set a social media policy (80)
•
Bonus idea: Pick 1 &
Subscribe to something (60)
Write a blog (66)
Keywords - Google & Alexa (68)
GetSatisfaction for support (82)
Compare your site - 4 tools (90)
Make a Facebook fan page (98)
Use Google+ (104)
Join LinkedIn & Groups (112)
Create a Ning network (135)
Crowdsource a design (139)
Transform your monologue (email,
blasts, newsletters, ...) into dialog