Social Networking for Job Seekers

I recently had the honor of presenting a seminar to local job seekers in my home town of Tampa Bay. I presented five strategies for social networking that I truly believe can turbo charge a job search. Here’s a summary of the five strategies I presented.

Develop the Mindset of a Triathlete

Triathletes are elite athletes. Most are amateur, which means they juggle work and family while training for triathlons. What makes triathletes so special is their devotion and discipline to their training. The mental side of their sport is as important as their physical game plan. A job seeker would be well served to study the mindset of triathletes and adopt it. Having a documented plan, an accountability coach and a commitment to working on techniques are all part of the mindset of a triathlete.

Social Networking Basics

For many people social networking basics are, well, just that….basics. But, for many some of the basics are surprisingly overlooked. Simple things like having a profile picture in all your social networking accounts…Having your profile in LinkedIn completely filled out, not just partially filled out. Seeking new connections on an ongoing basis (as in everyday). And, following companies of interest and making recommendations of people you’ve worked with in the past. Too many people (surprisingly) think that just having a LinkedIn profile constitutes social networking. I advise job seekers to update their LinkedIn status every day. And, I advise job seekers to develop their professional and social credibility through social networking.

Advanced Social Networking

For those who have their basics covered, I offered several tips to accelerate their job search. First, I urge all job seekers to actively engage with like minded people in LinkedIn, Facebook and Twitter. I emphasized being active in all three social networking platforms. Overwhelmingly, many job seekers only think of LinkedIn as the social network of choice.  I advised that connecting with like minded people on Twitter and Facebook should also be part of the plan.  Friending people on Facebook who are business colleagues and building lists so you can segment your notes between personal and business relationships is advisable. Following companies of interest on their business (fan) page and engaging with those companies is advisable. Sharing your expertise on Facebook and Twitter is also advisable. And, selectively promoting others across all three social networks to build relationships is advisable. Another tip I offer is to seek out and attempt to connect with influential people in their industry. Then, don’t hit on them. Rather, let your content paint a picture of you. Post intelligent comments about their content. All in all, the concept of building both your professional and social credibility is one that many job seekers have not considered. But based on feedback I received from many seminar attendees, they got it.

Become an Entrepreneur in Your Job Search

For some job seekers, their industry is in decline and demand for their skills are just not enough in comparison to supply. Regardless, all job seekers are advised to become entrepreneurial. In fact, I go a step further and suggest job seekers should become opportunistic. I advise job seekers to pursue an area of interest outside their work history and create a blog, write an e-book, a physical book, produce video or podcast or all of the above. Essentially, I advise job seekers to monetize their passion by becoming content creators and using the availability of affiliate marketing aggregators or Google Adsense to monetize their content. In many cases, this can result in redefining the meaning of a “J O B” for job seekers.

Good Enough Isn’t

For too many people, a habitual routine of a job search plan can create the illusion of a good job search plan. In a tight economy where competition is so fierce, it’s often not good enough. I shared the results of a recent survey from Cross Tab that shows that 84% of U.S. recruiters believe that your online reputation is critical to your job search. I advise job seekers to commit to producing ten pieces of intelligent content per week and sharing it with their network. I advise job seekers to use LinkedIn, Twitter and Facebook to build both their professional and their social credibility. I advise to set up a dashboard through an RSS reader to get fed relevant content from blogs and research queries. I advise job seekers to “mine” people’s profiles and company profiles in LinkedIn to uncover golden nuggets of insights about people, new connections and job opportunities.

Download a copy of my presentation on Social Networking for Job Seekers.

Personal Branding Advice from Dan Schawbel

Personal Branding Advice from Dan Schawbel

I recently interviewed Dan Schawbel on my podcast show. Dan is the best selling author of Me 2.0 and widely recognized as an expert in personal branding. Dan is also Managing Partner of Millennial Branding.

Me 2.0

In his book, Me 2.0, Dan offers a four step personal branding process: Discover, Create, Communicate, Maintain. Whether developing a brand for a company or individual, it’s all about figuring out who you are and what you represent before you can create your online presence. Dan stresses the importance of setting goals and developing a personal brand plan where you communicate through online media, network and constantly work at maintaining your reputation. You must be involved in relevant conversations. As you grow, your brand must grow along with you.

Social Media Position

Dan worked at EMC for about a year. He met fifteen people over eight months to get his job at EMC. Dan had created a blog on personal branding. Fast Company wrote about him. Google invited Dan to speak at their headquarters. Once he built his personal brand, and EMC created the social media position, Dan was the obvious choice for the position.  Dan’s success from his book and media engagements snowballed his career as a personal branding expert.

Twitter as a Communication Channel

Dan used to use to his Twitter profile as a marketing platform. People would often retweet his content. He noticed that as his followers increased, engagement decreased. He likens Twitter to a public forum where everyone has a level playing field.  But, Twitter allows you to move people to other forms of online relationships such as email, or a phonecall or in person.  Now, Dan uses Twitter it as a communication channel. But, he’s now investing more of his time in Facebook. Dan also has a popular LinkedIn group on personal branding.

Native Strengths of Online Channels

Dan recommends the use of each online channel in relevant ways, and to bring people back to your blog. Depending on your goals, Dan suggests you figure out your marketing funnel. Take people through the online touch points where they can get exposed to your products or services in ways that meet your goals. To emphasize this point, I borrow from Wayne Gretzky; “skate to the where the puck is going.”

Digital Immigrants

Those of us born before 1985 are digital immigrants. The public Internet as we know it was created during our lifetime. On the other hand, digital natives grew up using the Internet. For digital immigrants, we must figure out which tools work best to build our personal brand. We must be willing to experiment over the span of months. It’s a huge process. There is no simple answer. There must be a mindset shift to leverage both the technology and cultural evolution of the Internet for personal branding value.

Personal Brand Example

I asked Dan for a good example of personal branding. He told me the story of Joel Backaler, who is an American fluent in Chinese. He developed a blog called TheChinaObserver.com. His focus on China has earned him recognition from The Wall Street Journal, Forbes, BusinessWeek and other prominent media outlets. His career has taken off as a result of his focus and content on China.  Dan makes the point that small opportunities often lead to larger opportunities. But, the hardest thing to do is to get the first hit.

Millennial Branding

Dan’s Millennial Branding consultancy is his attempt to create a personal branding world with four integrated business divisions.  The Media division includes blogs, a magazine, online television and a newsletter. The Consulting division helps individuals and companies build their personal brand.  The Community division is all about building his community by connecting with people online on Twitter, Facebook and LinkedIn. And, the Education division produces books, conferences, webinars, etc. Despite the name of his company, Dan acknowledges that most of his clients are not millennial, but rather people and brands beyond the millennial phase in search of a personal branding strategy.

How do you mix personal and company branding?

My good friend Chuck Palm asked me to ask Dan this question. Dan’s advice is to build your name before your company name if possible. If you already have a company, then build both at the same time by connecting the two together. When people think of you, they can think of your company.  For example, ChuckPalm.com is synonymous with IPN.

Me 2.0 Second Edition

In October Dan is releasing the second edition of Me 2.0. It will contain another chapter called: Social Networking for Job Seekers. It will provide a step by step plan for job seekers to build their personal brand using social networking.  This is a topic which is very near and dear to me, as I am speaking and delivering education on this topic.

My podcast interview with Dan has more on personal branding. Just click the play button above, or listen to it in iTunes.

You can connect to Dan Shawbel and visit him at his various online properties including:  DanShawbel.com and MillenialBranding.com.

What are you doing to build your personal brand? Share your story in the comments below.

Book Bernie Borges for Your Next Event

Book Bernie Borges for Your Next Event

Thanks for considering me as a marketing speaker at your event. I’m truly humbled. I thoroughly enjoy speaking to a business audience that wants to hear from someone like me.

My presentation style is very down to earth. I always prepare my marketing presentations for my audience. You and your audience will know that I’ve done my homework to make my marketing presentation relevant and interesting for your group.

Choose Your Event Style

I can speak to a private group in an auditorium or workshop manner. We can work together on a format that will meet the needs of your group.

Whether you’re looking for education, strategy, vision or a workshop on Internet marketing and social media topics we can put our heads together to develop a content plan that will leave your audience satisfied. This partial list of testimonials will offer some insight into my speaking credentials.

The best way to get together on this is to provide me insight into your event so I can give you an intelligent response to your inquiry in a timely manner.

Please answer a few short questions, to get the ball rolling. But, don’t worry, there is no obligation until we both agree we have a match between your event and my speaking qualifications.

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Bernie is also available for Live Webinars, Podcasts, Video Tutorials
as well as Training Session Material.

A Step-by-Step Social Media Business Development Plan

David Carothers, Marketing 2.0 Maven

David Carothers is a risk management advisor at Praxiom, a two year old risk management consulting firm. In this podcast interview, David shares how he developed a step-by-step social media business development plan.

Praxiom helps companies save money and reduce risk through business insurance products. My inbound marketing agency is a Praxiom client. David purchased my book, Marketing 2.0, last summer and got inspired to start his social media business development plan (though originally under the cover of darkness) right away. David used my book as a roadmap for his social media plan. But, he purposely didn’t tell anyone at his firm about it. He knew that social media marketing would be met with skepticism, so he worked his plan until he was able to point to tangible business development results. Once he captured new clients from his social media plan, he unveiled it to his colleagues at Praxiom. David had quickly observed that people who use social media are either very successful if they are committed to it, or not successful if they are half hearted about it. So, David decided to go full speed with a social media marketing strategy using the principles he read in my book. David knew he would be bucking the paradigm of traditional outbound marketing strategies commonly used in the risk management industry, which he characterizes as a lot of “dialing for dollars” to create a wide funnel of leads.

A Step-by-Step Social Media Business Development Plan

In early 2010, David set up a step-by-step social media business development plan for other risk management advisors at Praxiom. His plan starts with the basic mandate that everyone’s LinkedIn profile must be built out 100% following the LinkedIn meter. He points out that it’s important for all relevant content assets to be listed in your LinkedIn profile and up to date. In David’s case, he links his LinkedIn profile to his blog and his Slideshare account.

Professional and Social Credibility

David focused his social media business development plan on building two aspects of a client relationship – professional credibility and social credibility. LinkedIn is the platform to build professional credibility along with his blog. David is not a technology guy. So, when he decided to start blogging, he went to Google and searched “how do I build a blog?” David found Hubpages to build a blog. David finds blogging therapeutic. He enjoys sharing very valuable info with his network through his blog. Some of his content is about insurance and some of his content is about non-industry business topics such as how to do business development through LinkedIn.

David also builds social credibility through Facebook. He connects with clients and friends and shares both personal aspects of his life and business content. He opens up the personal aspect for clients to get to know him. He often hosts after hours networking events just to socialize with people and build personal relationships. He uses the Praxiom Facebook fan page to engage with more content at a business level and with photos to add a human aspect.

Content Sharing Strategy

David produces content that helps him build his professional credibility and his social credibility. He uses his Twitter account as a tool to help him spread his content. He views Twitter as the gasoline that drives the engine. Through Twitter management tools he selectively posts content to all his social media accounts. He also shares content from other blogs and tweets about his client’s industry topics, and about general business topics. He understands that by sharing non-industry business content, he gains confidence from clients about his business acumen. Once in a while he tweets a self promoting piece of content. He measures the click through on the content he tweets to help him understand what content people are responding to.

He’s At it Everyday

David is active in his social media accounts every day, multiple times per day. He has built the infrastructure. Now he’s driving the car. The results have exceeded his expectations. When John Keller joined Praxiom, David put him through the step-by-step social media plan. John would arrive each day at 7:30am to get ready for the day.  Six weeks later he had become very active in LinkedIn, blogging, using Twitter, etc. But, he was very discouraged because he didn’t see any results. David advised him to be patient, promising that good results will happen soon.  The same day David offered that advice, John forwarded an email to David. Someone had emailed John asking him to consult for their business on worker’s compensation based on one of his blog posts. This was proof positive of building professional credibility and winning new business. John flew to Atlanta and landed the account for $2.7M in workers comp premiums which translates to over $100k in revenue to Praxiom. Pretty good ROI!

David’s Advice

David doesn’t mince words. He says “either you’re in or not. Don’t do it half hearted. If you’re not 100% in, you won’t see results. If you are, keep at it and you will see results. Once it kicks in, you’ll see the momentum build and ongoing results as you keep at it.”

While I observe some aspects of David’s social media business development plan he could do differently, in the grand scheme of it all it doesn’t matter. Social media marketing isn’t about being perfect. It’s about doing it 100% with commitment and sincerity. As David says, it’s about “building professional and social credibility.” The results will be there.

I encourage you to listen to the 20 minute podcast interview. Just click the play button above. Be sure to subscribe to my podcasts in iTunes.

If you want to learn how you can build professional and social credibility through Facebook or Twitter consider attending one of my Facebook for Marketers or Twitter for Marketers workshops.

Twitter for Marketers – AMA

American Marketing Association Presents

Twitter for Marketers

Taught by Bernie Borges Author of Marketing 2.0

When & Where

Chicago, June 16, 2010
New York, September 29, 2010
San Diego, December 8, 2010

(Attendees should bring a laptop with Wi-Fi capability)

REGISTER HERE TO ATTEND TWITTER FOR MARKETERS

Twitter has grown from a fad to a mainstream social media tool. It’s used by people and by brands. The opportunities for a business to communicate, build community, build awareness, and sales potential through Twitter are plentiful. But, many marketers don’t understand Twitter and how it can contribute measurable results.

Integrating Twitter into a marketing plan requires an understanding of the Twitter etiquette and best practices to engage people in meaningful ways. The Twitter Training Series will provide best practices, ideas, know-how and examples for marketers who want to integrate Twitter into their marketing strategy to help grow their business.

The goal of the Twitter Training Series is to give marketers an understanding of Twitter’s role in a marketing plan and to provide specific action steps to use Twitter as a communication and relationship building tool in measurable ways that can impact the bottom line.

Who Should Attend

* Corporate marketing managers and directors responsible for social media marketing in their organization.

* Marketers who seek to develop a community to build their brand and grow their market share.

* Marketers who seek to learn how to use Twitter as part of their marketing strategy to gain a competitive edge and differentiate in a noisy and crowded market.

* Advertising agency professionals responsible for creating Twitter marketing campaigns for their clients’ marketing challenges.

What You’ll Learn

·       What is Twitter and why it has become so popular.

·       How to develop a profitable content strategy on Twitter.

·       How to build a Twitter following and maximize its potential for your business.

·       How to design and launch a Twitter profile.

·       How to use Twitter for corporate branding.

·       Tools to make Twitter use a time efficient process.

·       How to integrate Twitter with Facebook and LinkedIn.

·       How to use hashtags to create, join and follow Twitter conversation streams.

·       How to respond appropriately to comments on Twitter.

·       How to use Twitter when attending an event or conference.

·       How to integrate Twitter into all other aspects of your marketing lan.

·       Tools to analyze and measure Twitter results.

·       You’ll conduct hands-on exercises to learn from examples of companies using Twitter successfully.

(Attendees should bring a laptop with Wi-Fi capability)

About the Instructor – Bernie Borges

Bernie Borges is the Founder and CEO of Find and Convert, an Inbound Marketing agency serving mid-size clients nationwide. Find and Convert helps companies get found on the web in order to build profitable and measurable relationships.

The agency sets up and implements organic and paid search marketing strategies, that integrate social media marketing platforms. Bernie is a podcaster, blogger and frequent speaker on social media trends in business.

Bernie’s Social Media Marketing Book

Marketing 2.0: Bridging the Gap Between Seller and Buyer through Social Media Marketing launched in July of 2009. Marketing 2.0 is a playbook for small and mid-size businesses eager to develop their social media marketing strategy or take it to the next level. It’s filled with actionable strategies and examples of people and companies experimenting with and succeeding with social media marketing.

To book Bernie Borges for a private event or workshop, get in touch to discuss your event.

Register Here to Attend Twitter for Marketers- New York September 29, 2010

Sarasota Memorial Healthier with Social Media Marketing

Podcast Interview with Peter Taylor, Director of Marketing, Sarasota Memorial Health Care System

Sarasota Memorial is a health care system (hospital) located in Sarasota, FL. I saw Peter Taylor give a presentation at a recent AMA event in Tampa. I remember that Peter pointed out that their name sounds like a funeral home.  He said they are a brand people prefer not to use. Most people don’t even want to talk about health care. But, Sarasota Memorial is recognized as one of the best hospitals in Florida. So, how does a marketer get people to engage with a brand they don’t want to engage with?

Be Likable

Peter and the rest of the management team decided they needed to give the community a reason to like them. So, about 18 months ago they embarked on a new social media strategy. They set out to attract people to their brand before the need for health care arises. After all, a medical visit to a hospital is usually not a pleasant experience. You’re usually surrounded by strange people, intimidating technology and you’re forced to dress in a gown that only covers about half your body. Social media presents the opportunity to connect with people in a pleasant, friendly setting. The consumer is in control of the situation and in a much better mood to have a conversation with Sarasota Memorial Hospital (SMH).

Strategic Objective – The Antithesis of a Medical Visit

The strategic objective set was to create a consumer engagement platform. The hospital does an excellent job of taking care of sick people. It’s recognized as one of America’s Best Hospitals by U.S. News & World. They set out to transfer that persona to outside of the care environment. They realized that traditional media campaigns were not within budget reach. Social media allowed SMH to have conversations with people outside the hospital as well as on the inside. The idea is to connect with people before they need health care from SMH.  Their social media strategy is designed to be the complete opposite of a hospital visit. Rather than connecting with people when they are in a state of duress, their social media strategy engages people in their own comfortable setting.

The Social Media Strategy Launch Plan

As a public community hospital with very limited budget SMH was not in a position to hire a social media agency to help them.  But, SMH was not willing to ignore social media. So they decided to figure it out on their own. A team of 8 committed individuals aligned along their interests with social media. For example, Shawn Halls was well aligned with Twitter due to his communication style. All the social media sites were synchronized with people’s interest. Each became the “CEO ” of each social media platform at SMH.

Opening the Conversations with Twitter

Twitter was turned on first at SMH. They focused on the Sarasota Community.  From the beginning, SMH always engaged with people in the community through Twitter. They quickly realized that social media is a 24/7 communication channel. That was an adjustment for the team.  Twitter became a good way to get the word out on activities and events. It was eye opening for them to see people responding on Twitter. They quickly had to figure out how to respond to people’s Tweets. They were amazed when some patients even started Tweeting from their hospital beds. That proved to management that social media is a real communication channel. The first evidence of ROI was in “service recovery.” When patients complained about their food (imagine patients complaining about hospital food – gasp!) they reacted quickly to address patient’s complaints heard on Twitter. This level of “customer service” really made a good impression.

Facebook

SMH found Facebook to be more conversational and visual than Twitter. The SMH business page took some time to get published due to health care privacy compliance requirements. The Facebook page is mostly comprised of the public engaging with SMH. Recently, it became available internally for hospital staff to engage. They needed to establish credibility with their CEO to open it up to staff.

Delicious

Rather than have people sending out a bunch of emails with links to articles and social media connections, SMH set up a Delicious account and used it as a place to bookmark stories online. It has grown into a repository of content for media and for physicians, as well as the public to get relevant content. No email sends are necessary.

Flickr

SMH uses Flickr to store photos of the facility and special events. No patient photos! They focus mostly on showing off 13 outpatient centers and special events shared with the public. One side benefit has been a reduction in media calls by 20% simply by hosting photos on Flickr.

YouTube

Originally, they started out trying to create Hollywood style production videos. But, they took too long to produce and were too costly. They decided to scale it down and now SMH is shooting all video on a Flip camera. They realized that consumers just want authentic conversation.

Blogs

SMH has an internal blog written by the CEO. Each blog post gets over 2000 visitor sessions with many comments. The Campus Improvement blog is public and gets updated daily with photos and video keeping track of the progress on a new construction project. It’s read well both internally and externally.

Peter’s Advice to Marketing Managers

Peter quickly points out when I asked him his advice to marketers that the most fundamental aspect of a social media strategy is to position your brand in the most authentic way possible. Forget the sizzle. Be real. People want something they can believe in. No hype. It’s that simple. In other words (my words) “humanize your brand.”

I thank Peter Taylor for sharing the SMH story. It’s inspiring to me to witness a health care provider start from scratch in social media and experiment. Their progress in a short amount of time is impressive. I hope you’ll listen to the entire podcast interview with Peter. Just click the play button above.

To learn how to jump start a social media strategy, or take yours to the next level take our free Inbound Marketing Assessment.

Florida Aquarium Dives into Social Media Waters

Podcast Interview with Tom Wagner, Public Relations Manager at The Florida Aquarium

When Tom Wagner joined The Florida Aquarium in 2006 there was no social media in place, just a website. They used traditional media channels for marketing including print advertising, billboards, local radio and television. In 2008, Tom attended a one day workshop on social media where he got inspired to get started.  Tom decided to get started with a focus on three social media channels: Twitter, Facebook and YouTube. They concentrate all their social media communication efforts in these three channels.

Expanded Target Audience

The Florida Aquarium is located in downtown Tampa, FL. They are a destination for families by offering a diverse offering of education, conservation and good old fashion fun all centered around marine life and marine eco-systems. The traditional target audience has been families. They wanted to expand into younger demographics and attract them to the aquarium. Tom speculated that perhaps by using social media they could expand their reach to a younger demographic audience.

Convincing senior management to experiment with social media wasn’t too difficult. The biggest question Tom had to answer was how much of a commitment it would take and at what cost. The only cost was Tom’s time. But, of course it was on top of his current workload.

The first thing Tom did was to start up their Twitter account. At first he sent out fun and interesting information about the marine environment. His goal using Twitter was to help people become better stewards of the environment. People responded well. Their Twitter follower count started to grow rapidly. Tom also created a Facebook business page.

Social Media Experiments

Tom convinced his boss to sponsor a Tweetup at the Florida Aquarium. Normally, free attendance events were limited to media. The Tweetup allowed anyone in the local Twitter community to attend and experience the Aquarium for free. Tom’s goal was to create buzz about the Florida Aquarium and have people talk about it on Twitter.  Over 200 people came out to the Tweetup. The top 10 attenders had a combined following of over 125,000 people. Attendance at the Florida Aquarium over the next 10 days increased by double digits over their forecast.

Early Mistakes

While the Tweetup was successful, they learned a valuable lesson. Since they didn’t create coupon codes, they couldn’t track ticket sales results directly from the Tweetup.  But, the quick increase in attendance after the Tweetup was still good evidence that it helped create buzz resulting in higher ticket sales.

It’s valuable to learn from your mistakes when experimenting with social media. Going forward all social media related activities use a coupon code. For example, they now create coupon codes for Twitter and for Facebook to track which channel drive more ticket sales. Recently, they used Facebook and Twitter exclusively to promote a show of the infamous Wiki Wachee mermaids. This event was a unique, one time event. They created unique codes for Facebook and Twitter. They didn’t use any traditional media. The local traditional media picked up on the event. They attended and took pictures which drove photo and television coverage. Many people talked about it on Twitter and Facebook.

What’s Next?

More of the same. Tom is continuing to tweak their social media plan but will continue to create buzz around Tampa Bay about upcoming events. The buzz around Tom’s office is their plan to hire another staff person to help him create more buzz on social media. Apparently, their social media plan is going swimmingly enough to increase headcount. Looks like the Florida Aquarium is keeping its head above water quite well as their social media plan continues to evolve and drive ticket sales.

Tom’s Advice to Local Businesses

Tom advises local businesses to start a social media plan by providing useful information to your target audience. Deliver on the three E’s (as I call it). Ask what information do we have that people would want from us so that when they need what we offer, they’ll think of us….That’s good advice.

If you’re in or near Tampa, you will enjoy visiting the Florida Aquarium. For the rest of you, check them out online. You’ll want to listen to my podcast interview with Tom Wagner to hear of other experiments and successes.

If you are a marketer in need of a social media strategy, check out my book, Marketing 2.0 or contact us to explore our social media strategy services.

Inbound Marketing Is All About Leverage

Inbound Marketing Lead Generation Survey

HubSpot recently released a report on the State of Inbound Lead Generation. The report is a result of interviews with more than 1,400 HubSpot customers who are mostly small and mid size businesses. A webinar delivered by Rick Burnes and Sophie Schmitt of HubSpot summarized the findings.

The findings are very interesting and very compelling especially for businesses who are either still sitting on the sidelines or are flat out skeptics of inbound marketing. I find that overwhelmingly those businesses who don’t buy into the inbound marketing mindset haven’t allowed themselves to break out of a decades-old paradigm. But, the earth is shifting and marketers simply can’t ignore the facts especially as more facts become available such as those in this report from HubSpot.

Critics of this research may say that the companies interviewed are users of the HubSpot inbound marketing software. Of course! You wouldn’t survey people sun bathing on a beach about their winter vacation habits and expect that data to be of high integrity.

HubSpot has built a customer base of more than 2,500 customers. While the degree to which each customer is using the full gamut of inbound marketing strategies to include SEO, blogging, social networking and generally a strong content marketing mindset may vary, the common denominator is they buy into the fact inbound marketing can effectively produce leads.

So, here are some of the most compelling findings from this report.

The More Google Indexed Web Pages the More Leads Produced

Businesses with 60 to 120 Google indexed pages produced a median of 7 leads per month. Those with 176 to 310 Google indexed pages produced a median of 22 leads per month. Those with 311 + Google indexed pages produced a median of 74 leads per month. This triple digit growth is achievable through a bonafide, committed, consistent blog strategy.

Business Who Blog Produce More Leads

As stated above businesses with more Google indexed web pages produce more leads. The most practical way to increase indexed page count is by having a blog connected to your website. This chart shows that companies who blog produce more leads.

Blog Size Matters
The survey proved that having a blog alone doesn’t move the needle. The more content the better. The data suggests that fewer than 10 blog posts didn’t make a difference in lead generation. But, more than 20 blog posts demonstrated more leads from those surveyed.

Twitter Matters in B2C
B2C businesses who use Twitter produce twice as many leads as those who don’t use Twitter. Though this research doesn’t account for B2B businesses on Twitter I’m a fan of Twitter due to the reach it can provide and ability to spread your content. For example, in addition to my personal Twitter account, Find and Convert also has a Twitter account.

More Keywords Ranking in Top 100 Produce More Leads

This data point proves two myths wrong. Myth #1 is that many businesses think the only ranking that matters is for a small number of keywords which typically represent their core business. Sometimes it’s just one keyword phrase. Myth #2 is that the only rank that matters is page 1. Of course, we all want to rank #1 on page 1. But, this data shows that businesses who have dozens of keywords ranking in the top 100 rankings get more leads. This translates to having dozens of keywords that rank across the first 10 pages of Google. The way to look at this is like a diversified portfolio of assets. The value is in the total portfolio, not any one asset. Having dozens of relevant longtail keywords that rank in the first 10 pages of Google will produce more leads.  These two myths are shattered in the chart below.

It’s All About Leverage

This webinar concluded with the concept of leverage. Inbound marketing allows a company to leverage content assets online to produce connections with people who have interest in your company’s products. Ignoring this leverage opportunity is very risky in a marketing economy where established competitors can surpass you with inbound marketing strategies quickly. Worse yet, newer nimble and inbound marketing savvy competitors can come out of seemingly nowhere and eat your lunch.

Get on the inbound marketing bandwagon. A good place to start is with my book, Marketing 2.0 . I wrote Marketing 2.0 for executives and their staff looking for a basic understanding of how social media and inbound marketing strategies can bridge the gap between sellers and buyers. Mike Volpe, V.P. Inbound Marketing at HubSpot wrote the foreword of my book. Those who’ve read it say it provides a good primer to get started. Check out the reviews.

Allow me to give a plug for the fact my inbound marketing agency is a certified HubSpot partner. We can help you get started producing more leads through inbound marketing or take it to the next level.

GM Drives with Social Media

A podcast interview with Christopher Barger, Dir, Global Social Media Communications, GM.

GM’s social media strategy began with the Fastlane Blog in January 2005. It was followed by the FYI blog in July 2006, which launched as a rebuttal to a N.Y. Times article. The N.Y. Times didn’t permit enough space, so GM went straight to the consumer with their rebuttal. Chris joined GM in March 2007 to head up global social media focused exclusively on using emerging social media and community based tools including blogs, Facebook, Twitter, Foursquare, etc.

Content Strategy

GM’s content strategy is not about messaging. Their content strategy puts community first. Chris’ team asks what is the audience interested in? He asks his team “would you watch this video if you didn’t work at GM?” As an example, they recently launched a new video series called Department 180 which tells the quality story at GM. Rather than shooting a conventional video about quality control in GM products, the social media team took a fun approach by showing some of the tests with a twist of humor. When showing wind tunnel and climate tests they show the impact on a crash test dummy. When reviewing steps to cut down on road noise they put dry ice smoke into the car and shut all the doors to show how the car is air tight because no smoke gets out. All the cubic feet of smoke raised a question.  How many ping pong balls can they fit into the car? So, they ran a contest among engineers to guess. By talking about vehicle quality from these humorous angles it is far more interesting and enjoyable. While most GM videos averaged 1500 views over months, the Dept 180 video got over 11,000 views in the first week!

Relationship Building

In the summer of 2009 GM faced a huge branding challenge. People had not been talking about GM products because of all the attention to their bankruptcy. They decided to invite 100 journalists to show them what’s coming in the product pipe over the next three years. But, wait….Why not give consumers first crack at this tour? So, they reached out to people who have interacted with GM on Facebook, Twitter and blogs including people that had provided constructive criticism. Several were brought in and were shown product plans over the next 3 years. There was one product in particular they didn’t like. This product was going to combine small SUV technology with a Buick. Everyone hated it. They said it didn’t look anything like a Buick. The old GM probably wouldn’t have listened to that feedback. But, the leadership team watched the reaction from consumers on the web as they tweeted and blogged about it.  Three days later GM announced on the Fastlane blog their plans to kill this product. The consumer reaction to GM’s decision was very positive because they listened.

Transparent Chapter 11 Communication

GM management discussed internally how to handle the communication of the bankruptcy details in 2009. They were advised by consultants against discussing chapter 11 bankruptcy on social media. But, they realized they were about to have 330 million new shareholders. As Chris says, “we owe them a conversation.” Chris got the approval to move ahead with a transparent social media communication strategy during the breaking news of the bankruptcy. They conducted live Twitter chats each time the CEO or any executive was interviewed by traditional media so those not watching television could follow along on Facebook and Twitter. The GM social media team expected to get beat up by the public. But, everyone was pleasantly shocked by the public’s reaction. GM wasn’t bashed. People appreciated GM’s effort to communicate and be transparent through social media. People truly admired GM’s sincerity.

2010 Social Media Strategy

Very little has changed in GM’s social media strategy in 2010 except increased budget over 2009. While the current CEO doesn’t participate himself on social media like his predecessor did, he is very supportive of GM’s social media strategy. GM’s social media focus is mostly centered around having a physical presence at social events where communities gather. They focus on providing people an experience with cars and allowing them to talk about their experience online. Chris and his team go wherever people are already gathering so people can talk about their products in their own words. If people write about their experience, they are only asked to disclose that GM loaned them a car to drive. That’s the only requirement. All commentary is authentic.

Advice to Brands

When I asked Chris for his closing words of advice to brands on social media, he offered this. “Keep your consumers first!” If you’re going through a difficult period demonstrate change. Show your consumer that you’ve changed and how you’ve changed, and talk with them, not at them. Don’t message them. Have conversations. Don’t use talking points. Be human.

…Good advice from a brand that is providing a terrific example.

I think I can safely say that we all want GM to survive and thrive. The company is an American icon. I’m thrilled to see how GM has changed. I’m thrilled to know that Chris Barger is leading the charge in their social media strategy and that the consumer is responding.

I encourage you to listen to the full podcast interview to hear more about GM’s social media strategy which is not captured in this blog post. Click the play button above, or subscribe to my podcasts in iTunes.

Top Reasons I Follow Back on Twitter

Let’s face it, the Twitterverse is made up of individuals and brands. While the branded Twitter accounts are staffed by people, the persona of each Twitter account is either an individual or a company or a brand. For example, General Motors has a branded Twitter account, and they also have product branded Twitter accounts.

Like you I receive new Twitter followers every day. When I plow through them, I usually make my decision to follow back (or not) in under 5 seconds. Here are the criteria I use to make my quick decision. I should point out that these are my criteria. I don’t suggest for a minute that these criteria should be yours. To each his or her own on follow back decision criteria.

I should also point out that my Twitter persona is mostly about marketing. I do very little personal tweeting. When I do it’s usually on the weekend when I may be watching a ballgame or something otherwise leisure related or an occasional random thought.

Why I Follow Back an Individual

Your Twitter account is visually appealing to me. You have more than one photo or you have a creative custom design that is unique. And, you look like an interesting or fun person I would want to meet in person. Age, gender or ethnicity do not affect my impression.

Your most recent tweet was recent (in the last 24 hours). People who don’t tweet daily are not of interest to me. Remember, these are my criteria. You may not share my follow back criteria.

Your tweets are relevant, interesting and they contain links to interesting content. Your tweets will somehow add value to me.

Your profile has a link to your blog or website. If you get my attention and I want to know more about you, you make it easy.

Your profile bio is descriptive. It paints a picture for me about who you are what you care about. It’s uniquely about you.

I get the impression (quickly) that if I met you at a dinner party, I would want to have a conversation with you.

You RT others and reply to others. The absence of either RTs or @ replies immediately tells me you’re using Twitter for one way communication.

You may use hashtags, though sparingly. This tells me you participate in Twitter conversations. This isn’t a huge factor, but I notice it.

Your follower to following ratio is greater than 1. For newer accounts (less than 1000 followers) I’m flexible on this if all other factors are compelling.

A scan of your Twitter home page generally communicates that you use Twitter conversationally, not as a promotional megaphone.

A sample individual Twitter account I like from @AmyMengel:

Why I Follow Back a Brand

The Twitter account design clearly communicates a message about the brand. Whether it’s a logo or other graphics, I get a quick understanding of the brand’s main message and persona.

The profile description clearly communicates the brand’s message and purpose. It contains a link to the website or blog where I can learn more about the brand.

When skimming the Twitter home page I see interesting content with links to more content. The tweets and links inform me, educate me or entertain me in some way.

If the brand offers promotional tweets, they are done tastefully, professionally and in a way that adds value.

The Twitter account is very transparent. You don’t B.S. me. You demonstrate interest in your followers.

You tweet with a human voice. If you’re a brand and you sound like a non-human, I’m not interested.

You engage your followers with @ replies and RTs.

If you get criticism you respond to it openly and swiftly.

You tweet daily.

A sample brand Twitter account I like: @Teddy’s Pride

Do you have other criteria you use when deciding to follow back individuals and brands? Share them below…

@berniebay

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