Social Media for Business Development A starter course from Profitecture, the experts in B2B Engagement Strategies Session 1 #socialauthority Session 1 #socialauthority

Meet Your Coach Jane Scandurra, Social Media Coach Profitecture LinkedIn: Twitter: (o)

Welcome! Profitecture’s Social Media Training for Business Development is a step-by-step coaching method that will help you:  begin to showcase your expertise and depth of talent more broadly  reach and attract new customers  spot and act on business opportunities Like a social media “personal trainer,” your coach will set reasonable, attainable and measurable goals for building and exercising your social media acumen.

SessionDescription 1 Join: Introduction to Social Authority. Prioritize social channels with focus on YouTube, LinkedIn & Twitter. 2 Profile: Validate your expertise. Your profile matters. 3 Network: Build your network strategically. 4 Share: Show value to your network by sharing valuable insights and advice. 5 Find: Learn to spot opportunities in social media. 6 Relate: Connect in a meaningful way. Make it count. 7 Engage: Leverage your social authority to influence business decisions. 8 Individual session to formulate individual action plan. Course Outline Time Commitment: about 45 to 60 minutes per week

© 2013 Profitecture, LLC What is social authority and why is it important? This week we will introduce you to the business value of social media and get you started growing social authority for you and your team. Session #1 Join

 For more stats, watch: “Socialnomics” by Erik Qualmann (YouTube)“Socialnomics” by Erik Qualmann (YouTube)

Is there any business value to social media?  Positively impacts company’s reputation  Demonstrates company innovation  Puts a human face on the company  Helps with media relations  Positively impacts business results  Builds market credibility  Helps find/attract new customers  Gives the company a competitive edge Source: The Social CEO: Executives Tell All, by Weber ShandwickThe Social CEO: Executives Tell All Source: The Science of B2B Online Marketing [Infographic]The Science of B2B Online Marketing [Infographic]

Source: How B2B Buyers Consume Information 2014, from IT Solutions Marketing Association Social Media provides the platform to showcase SMEs and communicate thought leadership

56% of sales pros who met their 2014 quota said their social media sales skills are exceptional or better than most, while sales reps with little or no social media skills were more likely to miss their 2014 sales quota. Meanwhile, the percentage of underperformers that lack social media skills increased steadily from 24% in 2012 to 36% in Kitedesk Research, 2014 “The most socially engaged enterprises see returns four times higher than the least engaged. Pulsepoint & The Economist Intelligence Unit, 2012 “ “ “ “ 72% of B2B buyers said they used social media to research a business purchase decision in 2014 B2B Buyer Behavior SurveyB2B Buyer Behavior Survey, 2014 “ “ Sellers and SMEs with social media skills make a difference

STAGE:IgnoreWatchReactEngageLeverage Description: Unaware or aware but don’t see value Aware and seeking value Consuming information Actively consuming information Building Social Authority Leveraging High Performance Social Media Activity: No activity Join social networks Read content Like/Dislike Share Comment Grow network Answer questions Share content Initiate posts Engage clients Support business goals through orchestrated team approach to helping clients and prospects. Networking and nurturing relationships Situation summary Stages of social media engagement Sweet Spot

© 2013 Profitecture, LLC Social Authority is critical. What you know and who you know is no longer enough.  Social Authority is developed when an individual or organization is recognized as an expert in a given topic or field.  Social media provides the platform for thought leaders and experts to establish social authority regardless of budget constraints or available marketing resources.  Social Authority is obtained by regularly participating in online conversations and contributing valuable information in an honest, genuine approach. Source: The Social Value Cycle by Paul DoyleThe Social Value Cycle

How do you build social authority? 9:1 – the ratio of valuable content to marketing or sales messages  Join online social media communities and start listening.  Validate your expertise with a strong profile and professional photo  Build an online network of industry leaders (connect, follow, friend, etc.)  Participate in online communities: Be Helpful!

JOIN: Be selective. You can’t (and shouldn’t) be everywhere. Source: Top 20 Stats for Social Media Marketers in 2014Top 20 Stats for Social Media Marketers in 2014 Understand the unique benefits of each of these channels to determine their effectiveness for your goals. receives 187 million unique visitors per month. is now home to more than 540 million active users, after launching two years ago. has more than 1 billion unique users per month. has more than 350 billion images uploaded everyday. 78 percent of all users access the platform through mobile devices.

LISTEN: Begin observing conversations taking place online. Social Media Listening:  What is your company saying?  What is being said about your company?  What are your clients saying?  What is being said about your clients?  What are other industry influencers saying?  How are market trends evolving? Results of #CIOCMO Twitter search

© 2013 Profitecture, LLC Avoiding Accidents: Know your Company’s Social Media Policy  Social media is premised on transparency, openness and customer connections  Openness and customer connections still require upholding company policies and considerations for:  Customers  Employees  Company If your company doesn’t have a social media policy yet, see reference section for some suggested policy guidelines Review your company’s social media rules of the road to avoid accidents.

© 2013 Profitecture, LLC Ten guidelines to consider for your social media policy (plus one more obvious one) DON’T BE STUPID 1.Be mindful of the lifespan of the content you post. 2.Be who you are; Speak in the first person 3.Respect copyright, fair use, financial disclosure laws. 4.Don’t cite or reference clients, partners or suppliers without their approval. 5.Use a disclaimer. 6.Respect your audience. 7.Add value. 8.Don’t misuse logos or trademarks; Use only if you have authority to do so. 9.Use your best judgment. 10. Don't forget your day job.

Session 1 Assignment 1.Join: LinkedIn, Twitter, & YouTube (Facebook & Google+ are optional) 2.Listen: Observe online conversations and share 5 insights gained from this experience. 3.Review: Familiarize yourself with your company’s social media policy and guidelines. 4.Reflect: Consider any hesitations you have with social media. Discuss those with your coach during your weekly checkpoint.

Reference Charts

Join LinkedIn 1.Join LinkedIn here: For additional help visit How do I sign up for LinkedInHow do I sign up for LinkedIn Click here if you get a message that says your is already registeredhere 2.Be sure to complete additional steps as prompted by LinkedIn 3.In future sessions we’ll complete your profile, and search and connect with people you know on LinkedIn. When you join LinkedIn, you will be prompted to complete these steps; feel free to postpone these activities until the next coaching session.

Join Twitter 1.Join Twitter here: For additional help visit Signing Up for Twitter Getting Started with Twitter for iPhone Getting Started with Twitter for Android Getting Started with Twitter for Android Tips for picking a username Tips for picking a username Getting Started with Twitter Getting Started with Twitter 3.In future sessions we’ll complete your profile, start following Twitter handles, and build lists. When you join Twitter, you will be prompted to complete these steps; feel free to postpone these activities until the next coaching session.

Join Facebook 1.Join Facebook here: For additional help visit Create a Facebook Account Common myths about Facebook What’s new on Facebook 3.In future sessions we’ll complete your profile and start “friending”. When you join Facebook, you will be prompted to complete these steps; feel free to postpone these activities until the next coaching session.

Join Google+ 1.Join Google+ here: If you have a Google account, sign in; if not, create a Google account. 2.For additional help visit Get Started with Google+ as yourself Get Started with Google+ as a brand Get Started with Google+ as a business 3.In future sessions we’ll complete your profile and start networking. When you join Google+, you will be prompted to complete these steps; feel free to postpone these activities until the next coaching session.

Join YouTube 1.Join YouTube here: YouTube is owned by Google and requires a Google account. If you have a Google account, sign in; if not, create a Google account. 2.For additional help visit Create an account on YouTube Using your Google account for YouTube 3.In future sessions we’ll complete your profile. When you join YouTube, you will be prompted to complete these steps; feel free to postpone these activities until the next coaching session.

Social Media Policy Samples 1.IBMIBM 2.ReutersReuters 3.DellDell 4.CocaColaCocaCola