Getting Business From Social Meda

Getting Business
From Social Media
Ian Brodie - JCI Manchester - 15 September 2010

www.ianbrodie.com

Agenda

Different Types of Social Media

Key Principles for
Getting Clients

Twitter

Linkedin

For more free resources on attracting clients and winning business go to www.ianbrodie.com

Types of Social Media


Social Media are media which allow and
encourage user interaction and user
generated content

...and for users to comment, share and
interact with each others content


“…inﬁnite
monkeys
now
inpu1ng
away
on
the
Internet…”

Andrew
Keen,
The
Cult
of
the
Amateur
5

Six Types of Social Media: Blogs

6

The original social media
“Power to the people”
websites
Allow comments and
discussions, polls, forums,
Some Blogs Are Actually
video, podcasts
Quite Good!
Still the most effective way
for most businesses and
individuals to win business via
the web

7

Six Types of Social Media: Social Bookmarking

Highlighting interesting
websites and content to
others
Can drive viral trafﬁc to a
website - if topic is in right
ﬁeld and is “promoted”

8

9

Six Types of Social Media: Media Sharing
Makes it easier for your
content to be found
Videos can go viral (but
rarely commercial ones)
Thought leadership in
document sharing sites
sometimes easier to ﬁnd via
search engines
Links back to home site for
SEO

10

Six Types of Social Media: Wikis

Authoritative sources of
information
If you can pull it off - can
establish the originator as an
authority in their ﬁeld

11

Six Types of Social Media: Embedded Social Media

Social media used to
enhance traditional sites
Votes, reviews, polls,
comments, etc.

12

13

Six Types of Social Media: Social Networking
500m users

130m users Others:

Bebo – 117m users ??
Orkut – 100m users
75m users AdultFriendFinder – 20m users

Ning – 300,000 active sites

75m users

Source, Wikipedia September 2010
14

Key Principles for Getting Clients
with Social Networking


Social Networking can be used in two distinct
phases of business development

Meeting new people Building relationships
(Lead generation) (Lead nurturing)
16

The Principles of Networking for Business

= x
Network Size Conversion
• Number of contacts • “Quality” and relevance of contacts
• Depth of relationship

17

Online Social Networks can Overcome some of
the Restrictions of Face-to-Face Networks
Online Networks:
Make connections visible
Allow you to ﬁnd people you couldn’t otherwise ﬁnd
Allow you to connect with people you couldn’t otherwise
connect with
Allow you to manage bigger networks
Sometimes deepen relationships

18

Twitter


Can you get business value from Twitter?
My Twitter Experiment
• Joined Twitter in mid 2008 on urging of contacts
• Nothing happened...
• In 2009, decided to experiment with what it would
be like to have lots of followers...
• Figured out how to do it...
• Now have 78,000+ followers...
• And have identiﬁed two very different strategies for
getting clients via Twitter


Two very different strategies

Trafﬁc Model Relationship Model


Two very different strategies

Twitter is a Tool

There’s no “one best way” of using it.
Trafﬁc Model Relationship Model


The Trafﬁc Model
Logic:
Get lots of targeted followers
Tweet useful, interesting, valuable stuff
Mix in links to articles/blog posts on your site
Capture clicks onto email list
Build relationship with email list
Requires
Automated following
Automated backend to “monetize list”


The Relationship Model
Logic:
Laser target small number of potential clients/
referrers
Build “watercooler” relationship - combine value-
added informational tweets with relationship
building chat
Convert Twitter relationship to real world
relationship (e.g. offer to have coffee)
Requires
Relationship building (smalltalk) skills
Time and effort

Which model to choose?
The blindingly obvious: both models require a reasonable
number of your target clients/referrers to use Twitter.

The models are largely incompatible - almost impossible
to build deep relationships with 78,000 followers.

Trafﬁc model is less work - if you have a backend already
set up. Relationship model quicker and easier to
implement for most professionals.


Linkedin Fundamentals:
Building a Powerful Proﬁle
Who are you writing your proﬁle for?

Clients?
Referrers?
Your next employer?
Your soul-mate?
No one in particular?

Building a Powerful Proﬁle

Your proﬁle summary should be more like your introduction at a
networking event than your CV:
Which clients do you serve?
How do you help them?
What problems do you solve?
What results do they achieve?
Your backstory - what makes you credible/different?

It should also get across the essence of your personality - what you
would be like to work with.


Connection Strategies
Linkedin is powered by connections

500+ highly
attractive to
connect to

Value obtained
from Linkedin 300+ “complete”
visibility + high
value suggestions
100+ signiﬁcantly
increased search
visibility

Number of connections

Connection Strategies
Two contrasting approaches
Open Selective
Networkers Connector

“Fred 6000+ LION Smith”
Connect only to those
Actively build as many Happy they already know or are
referred to
connections as possible
Medium?
“Hands out business “Only talks to his
cards to everyone” friends”


Compelling Headlines


Status Updates to subtly keep in touch


That’s all we have time for...
If you’d like a copy of the slides, and some more pointers on using
social media for business: drop me your business card
And if you’d like to ask any more questions I’ll be hanging around
for a while...


Getting Business From Social Meda

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