1 How to Use Social Media to Grow Your Career and Business

1

How to Use Social Media

to Grow Your Career and Business

Larry C. Williams

August 2020

©2020 SynFiny Advisors LLC. All Rights Reserved. | 1

2Introduce Presenter


Larry C. Williams - Partner, SynFiny AdvisorsWith 40 years of experience in supply-chain, Larry is a results-focused professional who includes people, process, technology, controls, and operations when improving existing processes or developing new processes for an organization. When working with clients, he focuses on transforming an organization using strategic sourcing practices and best-in-class procure-to-pay practices in order to create value.

Larry has held a variety of engineering, project management, production management, purchasing-procurement, accounts payable, shared services and Mergers & Acquisition positions. Through this extensive experience, he has found passion in leading companies in establishing standardized work processes. As both a visionary and a pragmatist, Larry has designed and implemented innovative programs for many companies.

Larry is a certified black belt in Lean Six Sigma and has an associate’s degree in Mechanical Engineering from Mohawk College in Ontario, Canada.

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• Social Media Platforms / History

• Social Media for Building your Career

• Social Media for Building your Business

• Q&A


4Social Media - Images & Video


The Interview ….

Social Media Facts(dated 2014)

https://www.youtube.com/watch?v=Uo0KjdDJr1chttps://www.youtube.com/watch?v=HEscea6l4a0

5More Fun Facts since 2014 Video (sorry for the “P”word)

• Facebook still pays to hack them

• Ellen’s record was broken by Japanese Billionaire Yusaku Maezawa

offering a Million Yen ($9300) to 100 random users 4.1 Million retweets

• The Twitter Logo Bird is named Larry, after Larry Bird

• In 2016, there were 282 million selfies on Instagram

• Google+ is dead

• Myspace is not dead, but has <15 million monthly visitors in 2016

• 16 Billion photos uploaded to Instagram since Launch

• There are 10 Million Facebook Apps available

• 12 years of YouTube footage is uploaded every day!

• Users send out 500 million tweets per day

• LinkedIn has over 3 million company pages with 1+ billion endorsements


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Social Media Timeline


7Social Media/Networking Platforms –well known


Platform Monthly Users Demographics Primary Use

Facebook 2.5+ Billion 18-65+ To stay connected with friends and family, discover what's going on in the world and share and express what matters to them

YouTube 2.5+ Billion 18-65+ Used to watch music, videos, shows, how to guides, recipes, hacks and more

WhatsApp 1.5 Billion 18-65+ Uses the Internet to send text messages, images, video, user location and audio media messages from one smart phone to another instantly

Instagram 1+ Billion 18-65+Instagram is a photo-sharing app known for its square image format, its virtual lack of a website and, of

course, those nostalgic filters. In addition, you can do business branding on Instagram by creating business profile

Twitter 330 Million 18-65+ A social media site, and its primary purpose is to connect people and allow people to share their thoughts and brands with a big audience

Pinterest 300 Million 18-65+Pinterest users use the site when they want to start a new project or as a place to find ideas, products

or services they can trust. Social media users saw Pinterest as the platform for discovering and shopping for products.

LinkedIn 300 Million 25-65+LinkedIn is a professional social media network, where users create profiles highlighting current and

prior work experience, upload resumes, connect with colleagues/classmates and build a network to advance in your career.

850 sites to market company brand and your target audience.


• #1: Facebook

• #2: Instagram

• #3: Twitter

• #4: Tumblr

• #5: LinkedIn

• #6: WhatsApp

• #7: Snapchat

• #8: Pinterest

• #9: Reddit

• #10: YouTube

• #11: Mix

• #12: Tagged

• #13: Nextdoor

• #14: Deviantart

• #15: Quora

• #16: Meetup

• #17: ReverbNation

• #18: Flixster

• #19: Goodreads

• #20: Twitch

• #21: CaringBridge

• #22: Wattpad

• #23: Viadeo

• #24: Crunchyroll

• #25: Skyrock

• #26: VK

• #27: MyHeritage

• #28: LiveJournal

• #29: Classmates

• #30: SoundCloud

• #31: Bubbly

• #32: Flickr

• #33: We Heart It

• #34: Influenster

• #35: FilmAffinity

• #36: Open Diary

• #37: Yelp

• #38: CollegeHumor

• #39: Gaia Online

• #40: MocoSpace

• #41: CouchSurfing

• #42: Funny or Die

• #43: italki

• #44: eToro

• #45: XING

• #45: MeetMe

• #46: Ravelry

• #47: Care2

• #48: YY

• #49: Vero

• #50: Medium

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➢LinkedIn is a powerful tool to promote your professional brand

➢“A Personal Brand is a reason to choose You”

➢LinkedIn is a Search Engine & uses algorithms

Four(4) quick fixes to promote yourself1. Complete your profile2. Increase the number of your connections3. Join Groups4. Use Key Words


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10Social Media for Building your Personal Brand / Career

• When LinkedIn first came out

• I spent 1 hour to create my profile

• Copied a few choice words like “Global, Experienced, Expert”• And then forgot it, rarely visited the site

• I thought LinkedIn was a “digital resume” for job search

• In January 2018, I had ~200 connections


1111


• Then I learned LinkedIn is a “personal brand builder”• Now I have >1000+ connections

• Added ~30 new connections each month since Jan 2018

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1. Complete your profile

Goal – Assess your Profile✓ LinkedIn searches your entire profile to match you

✓With a picture, more likely to be viewed 10-20X

✓ Your headline should be your skills, not your title

✓ LinkedIn cannot find you if it does not know

anything about you

✓Complete your summary & experiences

✓Complete your entire profile, only 51% of users have 100% completed

✓Completed profiles more likely to get 40X opportunities


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13Edit your Public Profile so others can find you


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2. Increase the number of your connections

Goal –More high-quality connections✓ The more connections you have in common with

the searcher, the higher your search position due to search algorithm ✓ LinkedIn predicts your preferences, based on your network✓Connect with people who viewed your profile & send a personal note✓Who to connect with? –Active, Inactive, 2nd level, No connection✓ Should I connect with people I don’t know?

✓Does another connection know them? ✓Was it a personal invite? ✓Does it look legit? ✓Would the connection be helpful?✓Beware of Frauds and Scams!!! Use strong Passwords

and multifactor authentication


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15How to increase your LinkedIn connections


What about paying for premium?

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3. Join Groups

Goal: Join 1-3 groups ✓A great way to network find or post opportunities

✓How to find groups

✓Type key words in the search box

✓Navigate to “More” and choose groups to join

✓Learn, Share & Discover in Groups

✓Liking groups will drive the algorithm

✓Most groups prescreen your request to join


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4. Use Key Words

Goal – add 3-5 key words to your profile✓Match your searcher key words✓Search – Your Interest Area: skills, groups, people

✓Identify – Popular: words, titles, results

✓Add – Keywords: to your profile

✓Who are the people you want to attract?

✓What kind of articles are people talking about?


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How to get more Views – Three (3) easy ways to market yourself

#1 Establish your reputation i.e. Source to Pay Expert, Treasury Expert. etc.

- post an article, whitepaper or lead a webinar

#2 Your updates = marketing

- attended a conference or have a new position

#3 Post and reshare posts

- your company posts or posts that you like

✓Make posts easy to focus & skim – <15 sec

✓Trying to impress is a trap –Be True to yourself!

✓Attract your readers interest to learn more

✓Explain what you can do for them

✓What is ONE thing you want the reader to remember?


How to get more Views Three (3) easy ways to market yourself18

19How to increase your LinkedIn connections – Post & Reshare


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20

AboutI help companies define the best strategy, and a practical path to deliver fast results.

I’m an innovative problem solver who enjoys helping businesses grow by designing technology and global shared services solutions. My expertise includes business transformation, Purchase-to-Payment and Acquisitions and Divestitures.

I have over 28+ years of international and multicultural experience working both on a corporate level and in specific business units. I also have a background in Engineering, and Manufacturing in multiple industries including Laundry, Household Cleaning and Oral Care.

Specialties: Sourcing, Procurement, IT solutions, eCommerce, Integration, Acquisitions and Divestitures, Service Level Agreements, Shared Service Design, Patent Filing, Policy Design and Deployment, User Adoption Improvements, Process Simplification and Automation, Outsourcing.

21Recap - Social Media for Building your Personal Brand / Career

1. Fully update your social media accounts

2. Identify your area of expertise

3. Make posting easy with apps

4. Share content on a regular basis (2-3X/week)

5. Create & promote engaging content

6. Import your contacts

7. Keep it positive

8. Find & join Groups

9. Consistent brand voice, image & tone

10.Study influencers & other industry experts


22Socialnomics 2018


https://www.youtube.com/watch?v=likKsLON2rM

• 50% of the world population is < 30 years old

• If Facebook was a country, it would be largest population

• ROI of social media will still exist in 5 years

• 93% of buying decisions influenced by social media

• Two-thirds of mobile usage is for video

• A goldfish has a longer attention span than a human (8 vs. 7 sec)

• One in three marriages start online

• Gen X & Baby Boomers are adopting fast

• Two people join LinkedIn every second

• Word of Mouth →World of Mouth

• ARE YOU READY?

23Why Social Media for Building your Business Brand?


24Social Media in 2 minutes – 7 Reasons to use Social Media to Build your Business

1. Showcase Your Brand

2. Develop a Loyal Community

3. Improve Customer Service

4. Increase Digital Exposure

5. Boost Traffic & Search Engine Optimization (SEO) Rating

6. Expand Sales & Audience

7. Cut Marketing Costs


Social Media Marketing in 2 min:

https://www.youtube.com/watch?v=KTUO89O7DFQ

25The Social Media Revolution – dated 2018


https://www.youtube.com/watch?v=1qpcdywb6Hw&t=2s

Never before have businesses been able to communicate with their target audience on a one-on-one basis…As often as they want!

• 50% of world population use Social Media (Jul’20)• Visual Content 40X more liked to be viewed/shared• 35% of 18-24 age get news from Social Media• Influences 74% of buying decisions• Linked In has 660M users in 195 countries (Jan’20)• 3B Snapchats per day (Jan’20)• 500M Tweets per day (Jan’20)• 88% of consumers trust online reviews

The world has changed!Has your marketing?

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LinkedInTop-ranked social media for lead generation

Raises brand awareness through word-of-mouth

Improves performance in Google Search

FacebookIncreases brand equity and awareness

Prove credibility of SynFiny

Many people use Facebook for professional purposes-specifically abroad

YouTubeAnother platform to share SynFiny hosted webinars

2nd largest platform after Facebook

2/3 of video is viewed on mobile devices

How is SynFiny utilizing social media?


SynFiny Linked In SynFiny Facebook SynFiny YouTube

27SynFiny Best Practices for LinkedIn & Facebook


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All advisors should follow SynFiny on LinkedIn & Facebook

All advisors should have SynFiny as their employer on their profile

Keep photos professional - avoid photos with alcohol

Share SynFiny's posts, especially those in which you are tagged

Post at the best times

When posting about SynFiny, tag the SynFiny LinkedIn page and link the website when you can

SynFiny Best Practices for LinkedIn & Facebook 27

28Guidelines for posting to Facebook & LinkedIn

1. For every post, use hashtags that are relative to your company and

industry: #Synfiny #Consulting #RemoteWork #SourcetoPay

2. Use an image in every single post

3. When possible, limit each post to one image by collaging photos

4. Tag others who are in the photo or who are relevant to the content by

typing i.e. @LarryWilliams @SynFinyAdvisors @P&GAlumni

5. Do not post photos of alcohol, keep it strictly professional

6. If there is no necessary link for the post, link to your website


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For every post, use hashtags that are relative to your company and

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29LinkedIn Tips

➢Be sure content is high quality and clear, otherwise bot will evaluate it as Spam

➢Make sure content is relevant and speaks to the audience, otherwise it will be hidden

➢Be active on your account so your account is not marked as Spam

➢Encourage engagement by including a call-to-action (comment, like, share) to keep posts relevant and at the top of news feeds

➢Be personal and sound genuine

➢Try to post images that are 1,104 x 736 pixels


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Facebook Tips

➢Keep posts between 40-80 characters, this leads to higher engagement

➢Ask questions to spark dialogue

➢Include images (preferably multiple images) whenever possible

➢Be sure posts are attractive on mobile devices

➢Interact with followers by liking and commenting on their posts

➢Do not sound like a “corporate drone,” use language followers will understand

➢Try to post images that are 1,200 x 628 pixels


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31Best times to post to LinkedIn & Facebook


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When Linked In Facebook

How many times per week?

2-3X 2-3X

Best Days (Business)Tuesday

WednesdaySunday, Thursday, Friday,

Saturday

Best Times (Business)7:45am

12:45pm 5:45pm

1:00pm, 3:00pm, 4:00pm

Best Days (Personal)Tuesday

Wednesday Thursday

Anytime from 9am-7pm

Best Times (Personal)Before work Lunch break After work

Anytime from 9am-7pm

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Closing Thoughts

• I’m an old dog, and I can learn new tricks

• Social media is here to stay & has grown to 3.6+ billion users in 2020

• It will continue to transform and disrupt the world of work, marketing and our culture

• Social media must be part of your company’s marketing

• You can advance your career / personal brand with social media

• Look out Millennials, the Gen X’s & Baby Boomers are catching up

• “We don’t have a choice on whether we use Social Media.

The CHOICE is how WELL we do it” Erik Qualman

• Yes, I have one last video for you

©2020 SynFiny Advisors LLC. All Rights Reserved. | 32https://www.youtube.com/watch?v=046fydim-hU

Lastly - Three of my favorite quotes

“You can’t cling to the past, if you want to create the future”

Delta Airlines

“We should not let out fears hold us back from pursuing our hopes”

John F. Kennedy

“It is small steps, not giant leaps, that bring about everlasting change”

Queen Elizabeth

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Wrap Up / Q&A

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Documents

1 How to Use Social Media to Grow Your Career and Business