11

Social Media

Do I do?

Or do I don’t?

22

WhySay “I do!”

Social Media Dance Card

Social Media Etiquette

33

Whysay “I do!”

4

I do becauseI want to win

5

I do becauseI want to build my

reputationSharing an experience is as valuable – if not more valuable – than the actual experience itself.

Sharing is the new giving

Builds your reputation

And your brand

6

I do becauseI want to be

trustedShow customers what

exactly you do

But what they really want to know is who are you and who are the people who lead your company

Social networks extend and reinforce your personal touch

  Jeff Korhan

http://jeffkorhan.com

7

I do because I want to be a Trusted

Source

8

9

I do because I want to be an

Influencer

10

I do becauseSocial Media breathes new lifeinto traditional marketing

11

I do becauseI want to ignite word of

mouth

12

Ignite Word of Mouth

Widespread coverage

News reaches a much larger and broader reader base than standard media outlets alone

350 million on Facebook

20 million Twitter

Big Blend internet radio 2.5 million Get Your Message Out Faster & to More People

13

I do becauseI want to manage my

brandGet a leg up

Use the social media to stay current with changing market needs.

Monitor what is happening in your market

Keep your company brand and personal name fresh

 

14

I do becauseI need to listen to my

customersInvolve customers in the process to discover their business needs

Create collaborative solutions that they can jointly own

Engage the buyerMarkets today are collaborative.

15

I do becauseI want to go where

customers are• Fish where the fish

are

• First mover’s advantage

• 29% visit Facebook

• 35% visit YouTube

• # of Users to many Social Media Sites doubles every 6 months

16

I do because I want to reach Generations

46 % Baby Boomers maintain a social profile up 15% from last year

36% Seniors - up 22%

17

I do because I want to reach the local

marketBuying local is a huge

consumer behavioral shift

Internet is all about local search

More holiday shoppers deliberately sought out locally owned businesses this year - Retail sales up 2.2%.

Overall retail sales were down 0.3% in December and up 1.8% in November.

"Buy Local" campaigns increased holiday sales 3%, compared to 1.0% without Buy Local initiative.

18

I do becauseI want to reach Mommies

1st 2 years of mommy hood is spent with the baby and online

Women are natural networkers

Of women with children at home• 60.3% use Facebook• 42.4% use MySpace• 16.5% use Twitter.

Average Adults• 50.2% use Facebook• 34.4% use MySpace• 15% use Twitter

Purchase Decisions: 93.6% regularly or

occasionally seek advice97.2% give adviceRetail Advertising and Marketing Association

Mommy blogs huge!

19

I do becauseit’s good business

US small businesses report up to 75% of new business comes from “word of mouth.”

831 US small businesses found that “well over 66% plan to increase their use of email marketing and social media in 2010.”(Vertical Response Nov 2009)

90% of executives feel their time online was ‘very valuable’ to their daily role

20% percent of companies have set up "ambassador" programs

92% of your customers expect you to engage in social networking

2020

Social Media Dance Card

21

“Halo of Trust”

Think of these networks as a Rolodex on steroids

Set up a profile for yourself – and for your company – on Facebook, LinkedIn, Google Profiles, Twitter, etc.

Encourage customers to “friend,” “connect”, “follow” or “fan” you

22

e-MailTraditional email one-sided

Share links and content in a place where it can start a dialogue or a series of replies.

Send e-mails directly to Facebook

Use online community input for e-mail newsletters

Email events, sales, happenings

Email coupons and special promotions

Drive traffic on a slow day

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24

The 500 Pound Gorillas 350 million Facebook users – up

600%

Twitter alone grew 1,382%

20 million Twitter users in the US50 million globally

17% “Matures” —63 to 75 — use Twitter regularly

Nearly 28 million “tweets” daily

Facebook users post 45 million updates daily

20 hours of video is uploaded to YouTube every minute. 3 Years of content being uploaded daily.

25

World’s largest social network350 million users +++

26

• 50% of our active users log on to Facebook in any given day

• 35 million users update their status each day

• 55 million status updates posted each day

• 2.5 billion photos uploaded to the site each month

• 3.5 billion pieces of content (web links, news stories, blog posts, notes, photo albums, etc.) shared each week

• 3.5 million events created each month

• 1.6 million active Pages on Facebook

• 700,000 local businesses have active Pages on Facebook

• 5.3 billion fans pages created

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350 Million Active UsersFacebook accounts for

25% of the Web's traffic

Communicate directly with your customers

Post information, press releases images, and videos

Promote and invite customers to events

Update “fans” of specials & sales

28

Business Page

Communicate directly with your customers via its very own Status

Post information, press releases images, and videos

Promote and invite customers to events

Update “fans” of specials & sales

Let them know what’s new & just arrived

Promote services or provide information

FREE

29

Business Fan Page

Let them know what’s new

Send alert when new plant materials is arriving or “just in”

Host “fan private sales”

Promote services or provide information

Upload photos & videos of landscaping jobs

Grossman’s did a “Telling Secrets” campaign

FREE

30

Advertise on FacebookConnect with Real People in your

target market

Target by demographics - age to marital status-

Target by geographics

Target networks - workplace to school

Target by IP address

Target by interest - gardening to politics

Target by birthday!!!

Extend the reach of limited marketing budgets

Steve McShane

Peak Tweets occur @ 4:00 PM EST1 PM Pacific Time

Micro Blogs

32

Micro Blogging:

• 140 characters texted to computer or cell phone

• Distributed to anyone who is “following” you

• And if it gets re-tweeted, it goes to all of there list

• Switch from trending topics to hometown conversations, or popular words and phrases in your area.

33

Get Tweeting• Establish an account on Twitter

• Include a professional photograph.

• Follow people who fit your target market

• Post at least twice a day at different times of the day

• Retweet followers

• Use hashtags #ANLAmc

• Try to post funny, relevant, interesting, thought-provoking items.

• Don’t be afraid to engage followers or people who you follow.

Use for research

34

Twitter Tell your customers

you’re going to send out a text message at least once a week with an amazing offer

Incent customers subscribe to your messages

Give them lots of special reasons to “follow” you

35

Twitter List• Collection

lists of interesting people to follow on the micro-messaging service

• Can follow topics

• Use organizers like TweetDeck TwitScoopSeesmicTwitbabble

36

Re-Tweeting

37

Don’t be a twit• Incredibly powerful tool for communication, lead generation, research and referral opportunities

• Kyle Lacy’s “Twitter for Dummies”

• SpinWeb Twitter Seminar

• Just don’t be scared. You can grow your business with Twitter.

38

One Good Tweet

39

Linked In

Strengthens and extends your existing network of trusted contacts

50 million registered users in 200 countries

Network of professionals

Job hunting

Research

Reputation builder

40

Business Networking Site equivalent to

Facebook Page

Linked In Groups

41

Linked In Discussions

42

43

Blog Branding

• Enhances both awareness and image

• “Spread the word”

• Gather input and feedback directly from their target audience

Opportunity: Insight into why people prefer – or don’t prefer – a brand enables you to speak intelligently to audience perceptions and preferences. 

44

Mommy BlogsMoms are spending time online searching for promotions and sharing opinions,

Women with children at home• 60.3% use Facebook (50.2%)• 42.4% use MySpace (34.4%)• 16.5% use Twitter (15%)

Purchase Decisions: 93.6% regularly or occasionally seek advice

97.2% give advice

Retail Advertising and Marketing Association

45

Tumble Blogs• For those who don’t

want to write articles

• It’s very simple to set up

• Share photos, video or links you run across.

• Make it part of your Web site for announcements of upcoming sales and promotions.

4646

Talk to Your customers

• Tap into your customers’ “collective brain” – tell their stories in pictures

• Involve the end users to share and participate in the creation of “products”

• Again, remember to talk to your own customers – ask them what they want & report back the results

• Build communities

47

Vlogging – A picture really does

“tell” a 1,000 words

48

Vlogging: YouTubeSeeing someone and hearing them is

much more impactful than the written word

Video is the killer app.

It has authenticity and credibility.

Using an inexpensive digital video camera and some easy-to-use video editing software, you can become the “how-to” gardening expert of your community.

Offer customers to subscribe to your YouTube “channel” so that each time you post a new video, they will be alerted.

Get your customers to record and post their gardens

49

56

Mobile• With more emphasis on

local, geo, and portability the "iPhone effect" can now be truly felt and will increase in the new decade.

• Location-based mobile social networking applications.

• Buzzd, CauseWorld, Foursquare, Gowalla, Loopt, MyTown, Whrrl, and Yelp -- offer ways to find friends, local hot spots

• Using location-based advertising.

5757

Putting it all together

58

• iPhone accounts for about 33% of mobile web traffic

• Using phones on-the-go to access social networks, search, read content and find local information.

• Phones central hub and beacon

Mobile

59

60

Connect it all

6161

Social Media

Etiquette

62

Social Media Etiquette

63

Social Media Etiquette• Don’t be a lurker

• Getting involved in discussions

• Post questions and participate in forums of information

• Give and ask for recommendations or reviews from current and previous customers

• Set your company up as a resource and an expert.

• Be honest

• Be authentic

• Sign your posting

64

Social Media Etiquette

65

Social Media Etiquette

• Thank people publically

• Be free with sharing information

• Use Twitter’s #FF #FollowFridays

• Thank customers and employees

66

The Ultimate Social Media

• Doug Green powerful social media we have is, “‘face-to-face’

• Look people in the eye

• Call them by name

• Give them the answer they need.

• Want to improve your social media? Take a memory course and learn more of your customer names

• Remember them - recall details of your top customers

• Get an upgrade for yourself.

67

Putting it together

68

Get Started & Start Dancing

• Plan to spend an hour a day at it.

Become very good at one of the social networking formats

• Be engaged in all of them.

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© 2010 Garden Media Group

To download & reprint the GMG 2010 Garden Trends Report or view all Trend Reports, go to:

GardenMediaGroup.com & Please remember to give GMG credit.

Susan@gardenmediagroup.com610-444-3040