Community Management, Content Marketing, Convince and Convert, Social Media Strategy, Blogging and Content Creation, Conferences and Events, Social Media Marketing

Build Thought Leadership Through Social Networking

Remember, social media is about people, not logos. That’s why the most powerful form of social capital is personal, not corporate.

That was the theme of my day-long workshop for the Association of Management Consulting Firms last week in New York. My friend and client Elizabeth Sosnow of BlissPR co-presented with me.

Titled “You’re a Rock Star: Building Thought Leadership Through Social Networking” the seminar covered the business case for building your social graph, how to build thought leadership through content, blogging and blog commenting advice, Linkedin and Twitter tips, and more.

Key social media thought leadership takeaways:

  • IBM has quantified the value of social relationships at $948 in annualized new revenue for EVERY new contact.
  • Buyers of B2B products and services are twice as involved in social media as the overall US online population.
  • Inbound marketing is more efficient and effective than traditional targeting and interruption-based tactics, because inbound focuses on hand raisers, and solves their problems.
  • You have to set social media limits, or you’ll drive yourself crazy trying to be everywhere at once.
  • The most sure-fire way to be a social networking smash is to focus on adding value and being helpful.
  • Atomized, distributed content works much better than siloed, “big” content like white papers.
  • Social media and social networks close the gap, enabling business and personal connections that would otherwise be unattainable.

Slides are below. As always, comments are welcomed and appreciated.

Also, check out BlissPR’s new study on social media adoption by professional services firms. Good stuff.

  • http://www.dailyaxioms.com/ Tim Otis

    Jason,
    Thanks to Bliss PR and yourself for putting this together. If I could provide some feedback to your SlideShare presentation, I think the time spent promoting statistic is dead on. Since emerging media has spelled out such strong connectivity, to compete and work alongside our counterparts, we have to learn how to package things differently. You’re right– We’re all in this together and I think that also scares some people who simply want to be the ‘firsts’.

    Could you expound on thinking vertical? This is something with which I’m not entirely familiar–especially used in social media talk. I like the visuals; they are very engaging, though I think Groundswell/Forrester is very much overrused to demonstate profiling analytics. I like the stuff but for new prospects, it’s not terribly intuitive.

    Lastly, your point about spheres and knowing your spheres is so important to this conversation. A lot of online users contrive their identity when they don’t have to. When I first started, I actually came up with a strategy as to how I would position myself. But when it came down to tweeting/updating and keeping the social Web space natural and entertaining, I held to own values, passions, and interests– and that made all the difference in terms of my level of influence.

    Good stuff, Jason. Keep it up!
    Tim
    [rq=86961,0,blog][/rq]I’m a Social Media Rat– Get Me Out of Here!

    • http://www.convinceandconvert.com/ Jason Baer

      Thanks Tim. I appreciate the thoughtful comment, and you taking the time to review our VERY long presentation. (It was 8+ hours).

      On the vertical side, my point is that sometimes the social networks you should focus upon aren’t solely the Big 3 of Twitter, Facebook, Linkedin. Sometimes, you can have a greater impact by rocking a smaller, more focused community. The visual on that slide shows that there are 226 groups in Ning that mention “Arizona” in the group title. That’s a ton of vertical network opportunities.

      Thanks for noticing the spheres component. Getting stretched too thin is a real danger, given the proliferation of social connectivity. We actually did an exercise in the workshop whereby attendees thought through and drew their own spheres – to set some personal social media limits and boundaries.

  • http://www.dailyaxioms.com Tim Otis

    Jason,
    Thanks to Bliss PR and yourself for putting this together. If I could provide some feedback to your SlideShare presentation, I think the time spent promoting statistic is dead on. Since emerging media has spelled out such strong connectivity, to compete and work alongside our counterparts, we have to learn how to package things differently. You’re right– We’re all in this together and I think that also scares some people who simply want to be the ‘firsts’.

    Could you expound on thinking vertical? This is something with which I’m not entirely familiar–especially used in social media talk. I like the visuals; they are very engaging, though I think Groundswell/Forrester is very much overrused to demonstate profiling analytics. I like the stuff but for new prospects, it’s not terribly intuitive.

    Lastly, your point about spheres and knowing your spheres is so important to this conversation. A lot of online users contrive their identity when they don’t have to. When I first started, I actually came up with a strategy as to how I would position myself. But when it came down to tweeting/updating and keeping the social Web space natural and entertaining, I held to own values, passions, and interests– and that made all the difference in terms of my level of influence.

    Good stuff, Jason. Keep it up!
    Tim
    [rq=86961,0,blog][/rq]I’m a Social Media Rat– Get Me Out of Here!

    • http://www.convinceandconvert.com Jason Baer

      Thanks Tim. I appreciate the thoughtful comment, and you taking the time to review our VERY long presentation. (It was 8+ hours).

      On the vertical side, my point is that sometimes the social networks you should focus upon aren’t solely the Big 3 of Twitter, Facebook, Linkedin. Sometimes, you can have a greater impact by rocking a smaller, more focused community. The visual on that slide shows that there are 226 groups in Ning that mention “Arizona” in the group title. That’s a ton of vertical network opportunities.

      Thanks for noticing the spheres component. Getting stretched too thin is a real danger, given the proliferation of social connectivity. We actually did an exercise in the workshop whereby attendees thought through and drew their own spheres – to set some personal social media limits and boundaries.

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  • http://www.monicaonmarketing.blogspot.com/ monica levy

    jay – would have loved to see the presn; slides are great, but assume better with narrative.

    can you pls provide some detail on exactly how IBM has managed to quantify a $948 return on each contact SPECIFICALLY due to impressions via SM, vs. the impact that their billions of brand-building dollars and other communications efforts over the last decade would also certainly have had on those customers? in other words, were they able to control for the impact of SM vs. the impact of advertising, pr, other web, word of mouth, etc.? ( if so, the person who’s figured out how to do that should go into consulting and will make kazillions of dollars immediately, if not sooner.)

  • http://www.monicaonmarketing.blogspot.com monica levy

    jay – would have loved to see the presn; slides are great, but assume better with narrative.

    can you pls provide some detail on exactly how IBM has managed to quantify a $948 return on each contact SPECIFICALLY due to impressions via SM, vs. the impact that their billions of brand-building dollars and other communications efforts over the last decade would also certainly have had on those customers? in other words, were they able to control for the impact of SM vs. the impact of advertising, pr, other web, word of mouth, etc.? ( if so, the person who’s figured out how to do that should go into consulting and will make kazillions of dollars immediately, if not sooner.)

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  • http://twitter.com/xNikos/statuses/2412610476 xNikos (Nikos Xydas)

    Twitter Comment


    thought-leadership-social-networking [link to post] – Posted using Chat Catcher

  • http://twitter.com/xNikos/statuses/2412610476 xNikos (Nikos Xydas)

    Twitter Comment


    thought-leadership-social-networking [link to post]

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  • http://twitter.com/coachdbrown/statuses/2403231031 coachdbrown (Douglas S. Brown)

    Twitter Comment


    Soc Media Link: Build Thought Leadership Through Social Networking | Social Media …: Inbound ma.. [link to post] – Posted using Chat Catcher

  • http://twitter.com/coachdbrown/statuses/2403231031 coachdbrown (Douglas S. Brown)

    Twitter Comment


    Soc Media Link: Build Thought Leadership Through Social Networking | Social Media …: Inbound ma.. [link to post]

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  • http://twitter.com/BethHarte/statuses/2412793873 BethHarte (Beth Harte)

    Twitter Comment


    @Jaybaer shares his slides on ‘Build Thought Leadership Through Social Networking’ A ton ‘o slides, but worth it. [link to post] – Posted using Chat Catcher

  • http://twitter.com/BethHarte/statuses/2412793873 BethHarte (Beth Harte)

    Twitter Comment


    @Jaybaer shares his slides on ‘Build Thought Leadership Through Social Networking’ A ton ‘o slides, but worth it. [link to post]

    Posted using Chat Catcher

  • http://twitter.com/cpechayco/statuses/2412842031 cpechayco (Christine Pechayco)

    Twitter Comment


    Great points here! RT@jaybaer You can be a rock star. Using social networking to build thought leadership. [link to post] – Posted using Chat Catcher

  • http://twitter.com/cpechayco/statuses/2412842031 cpechayco (Christine Pechayco)

    Twitter Comment


    Great points here! RT@jaybaer You can be a rock star. Using social networking to build thought leadership. [link to post]

    Posted using Chat Catcher

  • http://twitter.com/damphoux/statuses/2413427332 damphoux (Mike Damphousse)

    Twitter Comment


    RT @jaybaer You can be a rock star. Using social networking to build thought leadership. [link to post] – Posted using Chat Catcher

  • http://twitter.com/damphoux/statuses/2413427332 damphoux (Mike Damphousse)

    Twitter Comment


    RT @jaybaer You can be a rock star. Using social networking to build thought leadership. [link to post]

    Posted using Chat Catcher

  • http://twitter.com/amargello/statuses/2413591764 amargello (Ali Margello)

    Twitter Comment


    RT @damphoux: RT @jaybaer You can be a rock star. Using social networking to build thought leadership. [link to post] – Posted using Chat Catcher

  • http://twitter.com/amargello/statuses/2413591764 amargello (Ali Margello)

    Twitter Comment


    RT @damphoux: RT @jaybaer You can be a rock star. Using social networking to build thought leadership. [link to post]

    Posted using Chat Catcher

  • http://cindykimblog.wordpress.com/ Cindy Kim

    @jaybear How to Build Thought Leadership through Social Networking http://bit.ly/MxU86 – great blog post. Can get a copy of the slides?

  • http://cindykimblog.wordpress.com Cindy Kim

    @jaybear How to Build Thought Leadership through Social Networking http://bit.ly/MxU86 – great blog post. Can get a copy of the slides?

  • http://www.retaggr.com/page/BeckyPearce Becky Pearce

    Thanks so much for sharing this with those of us who couldn’t be there for the presentation. I can’t wait to dig in and spend some time with it.

  • http://www.retaggr.com/page/BeckyPearce Becky Pearce

    Thanks so much for sharing this with those of us who couldn’t be there for the presentation. I can’t wait to dig in and spend some time with it.

  • http://cindykimblog.wordpress.com/ Cindy Kim

    Quick comment on this – great preso and blog post. We currently use our social media channels and social networking to syndicate and communicate our thought leadership. The strategy is key first and foremost in understanding your key messages and campaigns you want to take to the market then driving that across the channels you have already established.
    .-= Cindy Kim´s last blog ..PR & Marketing Pros: Unlearn Your Trade to Succeed or Get out of the Way! =-.

  • http://cindykimblog.wordpress.com Cindy Kim

    Quick comment on this – great preso and blog post. We currently use our social media channels and social networking to syndicate and communicate our thought leadership. The strategy is key first and foremost in understanding your key messages and campaigns you want to take to the market then driving that across the channels you have already established.
    .-= Cindy Kim´s last blog ..PR & Marketing Pros: Unlearn Your Trade to Succeed or Get out of the Way! =-.

  • http://twitter.com/CindyKimPR/statuses/2414113192 CindyKimPR (Cindy Kim)

    Twitter Comment


    @jaybear How to Build Thought Leadership through Social Networking [link to post] – great blog post. Can get a copy of the slides? – Posted using Chat Catcher

  • http://twitter.com/CindyKimPR/statuses/2414113192 CindyKimPR (Cindy Kim)

    Twitter Comment


    @jaybear How to Build Thought Leadership through Social Networking [link to post] – great blog post. Can get a copy of the slides?

    Posted using Chat Catcher

  • Mike O’Toole

    Great post RT @elizabethsosnow: You can be a rock star. Using socl ntwkng to build thought leadership. http://bit.ly/bPmdi (via @jaybaer)

  • http://twitter.com/bpearce76/statuses/2414139955 bpearce76 (Becky Pearce)

    Twitter Comment


    RT @tweetmeme Build Thought Leadership Through Social Networking | Social Media Marketing | Social Media Consulting. [link to post] – Posted using Chat Catcher

  • http://twitter.com/bpearce76/statuses/2414139955 bpearce76 (Becky Pearce)

    Twitter Comment


    RT @tweetmeme Build Thought Leadership Through Social Networking | Social Media Marketing | Social Media Consulting. [link to post]

    Posted using Chat Catcher

  • http://twitter.com/chip_cook/status/2409785832 Chip Cook

    “Build Thought Leadership Through Social Networking”. Its all about the people! Great deck. Useful for B2B efforts. http://chilp.it/?736e1b

  • http://twitter.com/CatalystAdv/statuses/2415788508 CatalystAdv (Steve Burlison)

    Twitter Comment


    RT @tweetmeme Build Thought Leadership Through Social Networking | Social Media Marketing | Social Media Consulting .. [link to post] – Posted using Chat Catcher

  • http://twitter.com/CatalystAdv/statuses/2415788508 CatalystAdv (Steve Burlison)

    Twitter Comment


    RT @tweetmeme Build Thought Leadership Through Social Networking | Social Media Marketing | Social Media Consulting .. [link to post]

    Posted using Chat Catcher

  • http://www.cannings.net.au/ Craig Badings

    Thought Leadership is a much maligned term and while social media is one leg, and an important one at that, of sharing content, it’s use as a driver of thought leadership always needs to be seen in the context of the audience. To me, thought leadership is about understanding the aspirations and needs of your target audiences and even preempting these sometimes by providing them with something of value over and above the product or service you sell.

    It is about sharing willingly your knowledge/ content/ expertise whatever you want to call it, that adds value to your customers’ or prospective customers’ lives.

    Today more than ever, and this is something that has been driven primarily through social media, thought leaders have the opportunity to engage directly with their customers or prospects and have a two-way conversation.

    Unfortunately this is where most large corporations fall down. They have been caught up in a pattern of one-way communication through the mediums of radio, TV and print. As a result many of them have yet to come to terms with the prospect of engaging in a two-way conversation with their customers and most are scared to do so.
    Cheers
    Craig @thoughtstrategy

  • http://www.cannings.net.au Craig Badings

    Thought Leadership is a much maligned term and while social media is one leg, and an important one at that, of sharing content, it’s use as a driver of thought leadership always needs to be seen in the context of the audience. To me, thought leadership is about understanding the aspirations and needs of your target audiences and even preempting these sometimes by providing them with something of value over and above the product or service you sell.

    It is about sharing willingly your knowledge/ content/ expertise whatever you want to call it, that adds value to your customers’ or prospective customers’ lives.

    Today more than ever, and this is something that has been driven primarily through social media, thought leaders have the opportunity to engage directly with their customers or prospects and have a two-way conversation.

    Unfortunately this is where most large corporations fall down. They have been caught up in a pattern of one-way communication through the mediums of radio, TV and print. As a result many of them have yet to come to terms with the prospect of engaging in a two-way conversation with their customers and most are scared to do so.
    Cheers
    Craig @thoughtstrategy

  • http://twitter.com/ERATE_Amy/statuses/2424801813 ERATE_Amy (Amy Lillard)

    Twitter Comment


    Building thought leadership through social marketing – a nice perspective and overview [link to post] #socialmedia – Posted using Chat Catcher

  • http://twitter.com/ERATE_Amy/statuses/2424801813 ERATE_Amy (Amy Lillard)

    Twitter Comment


    Building thought leadership through social marketing – a nice perspective and overview [link to post] #socialmedia

    Posted using Chat Catcher

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  • http://3rdPartyBlog.com/ Rich Hill

    Thought Leadership is very important and an excellent B2B service that you offer. Social Networking will surpass email in popularity soon so you are in the right category for sure.

  • http://3rdPartyBlog.com Rich Hill

    Thought Leadership is very important and an excellent B2B service that you offer. Social Networking will surpass email in popularity soon so you are in the right category for sure.

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  • http://twitter.com/chuckfrey/status/4030359627 Chuck Frey

    RT @danavan: Build Thought Leadership Through Social Networking: http://ff.im/-8dmqS

  • http://twitter.com/colettecote/status/4030598812 Colette Cote

    Are you a rock star? RT @danavan: Building Thought #Leadership Through Social Networking: http://ff.im/-8dmqS -via @chuckfrey

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