Social Media: What everyone needs to know in 2012

What makes a great brand?

• Compelling idea• Core purpose and

supporting values• Central organizational

principle (is this on-brand?)

• Ability to stay relevant

Brand = quality, vision and consistency.

What is a brand?

• A brand is the gut feeling you have when you think about a product or service. It’s not the product itself.

What is a personal brand?

• Your personal brand is the gut feeling others have when they think about you.

Face to Face: Mehrabian 3V rule

• Albert Mehrabian, UCLA study:– Verbal: 7% – Voice: 38% – Visual: 55%

• If the three aren’t consistent, the visual wins out 55% of the time.

• So what does this mean in a social media world?

Brand = quality, vision and consistency.

Is Klout the online rule?

6 Personas of Online Sharers

1. Altruists

2. Careerists

3. Boomerangs

4. Hipsters

5. Connectors

6. Selectives

From a 2011 study by the New York Times Consumer Insight Group.

8

130 million

800 million

100 million

The three big social networks:

9

The business meeting

The reunion/night out

The cocktail party

The three big social networks:

The Social Media Sales Cycle

©DKD New Media Strategies, LLC

Blogs

SEO

Mobile

The four big drivers for 2012:

Video

How do search engines work?

LinkedIn: Not just a profile, but a portfolio

LinkedIn: Basics

LinkedIn: Basics

17

LinkedIn: company pages

LinkedIn: company pages

Facebook: Oh no you didn’t!!!

Is this your personal brand?

Or are you just plain dumb?

Facebook and privacy

• There is none.– Comments on pages are public– Friends’ profiles may be public

• Responsibility is on the user.– Go through privacy settings monthly or

whenever Facebook makes a change.– Do not friend up or down the corporate ladder.

Facebook for professionals

• Facebook is for fun – keep it light.• If it’s not appropriate for the company cafe,

it’s not appropriate.• Set your privacy settings so that no one

can see “tagged” photos of you.• Monitor friends.• Be selective about activities.• Avoid profanity and “hate.”

Facebook Pages

Facebook Pages - Timeline

Twitter: The problem with cocktail parties

Think before you tweet.

In fact, Google before you tweet.

And, if you have a #twitterfail, hope your employer has a sense of humor

Twitter tips for professionals

• Close-up photo• Craft a good bio• Use #hashtags judiciously• Be informational, not self-promotional

Find people to follow

Blogs: Why every company needs one

Blogs are social media fodder

How do search engines work?

Keyword Success

Blogs are SEO friendly

• Search engines love:– new content– websites with lots of pages– keywords in titles/links– back links

Tools of the trade - Hootsuite

Thank you!Diane K. Danielson@DKDNewMediawww.DKDNewMedia.com