Date post: | 16-Nov-2014 |
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hlmediapartners.com
Expand Your Reach & Increase Earnings with
Social Media
What It Is What They Want
Social Sales
Why It Matters
Bring It All Together
What It Is What They Want Social Sales You—the
ExpertBringing it
all together
What It Is What They Want Social Sales Why It
MattersBringing it
all together
Defining Social Media
At its most basic sense, social media is a shift in how people discover, read and share news, information and content. It's a fusion of sociology and technology, transforming monologues (one to many) into dialogues (many to many) and is the democratization of information, transforming people from content readers into publishers. Social media has become extremely popular because it allows people to connect in the online world to form relationships for personal and business.
Translation Please…Social Media is simply people connecting and sharing information.
It is the space where your customers and clients share experiences, create influence and make decisions.
Cyndy Hoenig & Heather Lytle • H&L Media Partners hlmediapartners.com
Social Media changes communication from static one way communication(which your customers don’t want)to dynamic two way conversations (which they do want)
What It Is What They Want Social Sales You—the
ExpertBringing it
all together
What It Is What They Want Social Sales You—the
ExpertBringing it
all together
Under the old rules:
o Your customers found you through the yellow pageso Your business competed locallyo You had set hours of operationo Word of mouth was spread by current customerso Measurable Results meant tracking saleso Your marketing budget went to radio, TV, newspaperso Your network was limited to people you met in persono You faxed press releases to media outletso You were in control of your messaging
What It Is What They Want Social Sales You—the
ExpertBringing it
all together
Playing by the new rules means:
o Your customers Google you, research you, read reviews about you, research your competition…before ever initiating contact with you
o Even if you are a local business, you are competing globallyo Your customers have access to your business (and your competitors) 24/7o Word of mouth can be spread anytime, anywhere, by anyone…both the
good and the bad.
What It Is What They Want Social Sales You—the
ExpertBringing it
all together
o Measurable results means tracking sales, influence, page rankings, traffic, customer experiences
o Customers DVR television shows to fast forward through commercials, they listen to iPods to avoid commercials, newspapers are read online
o Your network is influenced by connections all over the world. You may not even know their name, just their social media handle
o Your customers expect transparency and engagement
But…
You are still in control of your messaging
What It Is What They Want Social Sales Why It
MattersBringing it
all together
The Old Rules taught us the 4 P’s of Marketing. The new rules have 5P’s.
Of these, the most important is PRESENCE
New RulesOld Rules
Presence
What It Is What They Want Social Sales Why It
MattersBringing it
all together
What would your reaction be if you found out your
business left hundreds of potential sales on the table? Or worse, handed them to the competition?
Every minute of every day, Millennial’s to Boomers
are having conversations about your industry, your products, possibly even your brand. Do you
know what they are saying, or how to find them?
Overwhelmed?
What It Is What They Want Social Sales Why It
MattersBringing it
all together
50% of the population is under 3050-64 yo increase SM usage by 88% (over 65 double)A new member joins LI every second. Two-thirds of top US sites integrated with Facebook
What It Is What They Want Social Sales Why It
MattersBringing it
all together
• Give them something of value
• Make them feel a part of what you’re doing
• Put them in the spotlight
• Give them a solution to their problem
• Tell them the benefits, not features
Notice a Theme?
What It Is What They Want Social Sales Why It
MattersBringing it
all together
Listening For LeadsHarnessing The MessageClear Call To ActionConversion and Retention
The Social Media Role
What It Is What They Want Social Sales Why It
MattersBringing it
all together
Scenario 1: Optometrist needs more patients & to sell more glassesKey Facts: Limited to geography, no sense of urgency, trust is vital
What It Is What They Want Social Sales Why It
MattersBringing it
all together
Step 1: Listening For Leads (Twitter)
Complete Your Profile
Use Twitter Clients to Managehttp://hootsuite.com recommended
List Yourself in Directories
Content is King
Mimic Othershttp://gotwitr.com
What It Is What They Want Social Sales Why It
MattersBringing it
all together
Step 1: Bonus Tips
Scenario 2: Time Management consultant needs more clientsKey Facts: No geographic limitation, expertise is critical, clear pain identified
What It Is What They Want Social Sales Why It
MattersBringing it
all together
Step 1: Listening For Leads (Linked In & Questions)
Schedule Alertshttp://socialmention.com recommended
Keep a Calendar
Use Your Expertise for Backlinks/Traffic
Integrate Your Networks
Prepare standard responses
Step 1: Bonus Tips: Being the expert
What It Is What They Want Social Sales Why It
MattersBringing it
all together
What It Is What They Want Social Sales Why It
MattersBringing it
all together
Traffic
Your Message
Call To Action
Conversion
What It Is What They Want Social Sales Why It
MattersBringing it
all together
Do: TellDon’t: SellDo: Make it about themDon’t: Make it about youDo: Offer a solutionDon’t: Be part of the noise
What It Is What They Want Social Sales Why It
MattersBringing it
all together
Do: Just got off the phone w/ @cyndyhoenig. So proud of her. She just implemented service X and has a 22% sales increase!
Don’t: We offer our clients product X, product Y. All 50% for the next 20 followers we get.
Do: @cyndyhoenig I see you are having trouble with XXXX, have you tried YYYY? Send me a DM if I can help!
Don’t: @cyndyhoenig, our XXXX solution is the very best. On sale now!!!!
Do: @CyndyHoenig, congratulations on the new eBook. Just got to tip #115, the ideas are flowing!
Words
•Call•Buy•Register•Subscribe Donate
Urgenc
y
•Offer Expires•For a short time•Order now and get a free gift
Position
•High on the page•Center of the page•White space
Frequency
•Everywhere
• Opt In Everywhere• Give it awayLead
Generation
What It Is What They Want Social Sales Why It
MattersBringing it
all together
What It Is What They Want Social Sales Why It
MattersBringing it
all together
1-NutureRegular discountsFrequent shopper programsDrip campaigns
2-RewardShowcase a customer on FacebookShare customer success stories
3-Be where your customers areFoursquareFacebook Commerce ?
4-Use data. It is your friend.
Step 4: Conversion & Retention
What It Is What They Want Social Sales Why It
MattersBringing it
all together
What It Is What They Want
How To Find Them
Why It Matters
Bringing it all together
47% look to onsite customer reviews when making a decision
Consumer reviews are significantly more trusted- nearly 12 times more- than descriptions
90% of consumers online trust recommendations from people they know
70% trust opinions of unknown users.
What It Is What They Want
How To Find Them
Why It Matters
Bringing it all together
What It Is What They Want
How To Find Them
How They Find You
Bringing it all together
InfluenceCommunity
ContentDefining Success (that darn ROI question!)
Real Time
What It Is What They Want
How To Find Them
How They Find You
Bringing it all together
Influence
What It Is What They Want
How To Find Them
How They Find You
Bringing it all together
Community
What It Is What They Want
How To Find Them
How They Find You
Bringing it all together
Content
What It Is What They Want
How To Find Them
How They Find You
Bringing it all together
ROIStep 1: What’s your success metric?
increase sales, decrease service budget, cost savings, increase qualified leads
Step 2: Data is your friendHard numbers, not so hard numbers, current benchmarks
Step 3: Look for patternsBased on success metric
Step 4: Act in real timeTweak until it’s right
Step 5: Rinse and Repeat
What It Is What They Want
How To Find Them
How They Find You
Bringing it all together
Real Time
What It Is What They Want
How To Find Them
How They Find You
Bringing it all together
• Social Media is not a fad. There has been a fundamental shift in the way your constituents communicate. They expect you to communicate the way they do.
• Social Media is building relationships. One way communication is not effective. People connect with organizations they know and trust.
• Social Media requires a strategy—and that strategy will evolve as new technology emerges. Be prepared.
• Social Media puts you in control and gives your unprecedented access.
What It Is What They Want
How To Find Them
How They Find You
Bringing it all together
What It Is What They Want
Social Sales
Why It Matters
Bring It All Together
What It Is What They Want
Social Sales
Why It Matters
Bring It All Together
Keyword Research- https://adwords.google.com/select/KeywordToolExternalListening- http://socialmention.comSite Analyzer- http://websitegrader.com/PR- http://www.helpareporter.com/Monitoring- http://www.google.com/alertsReal Time Search- http://search.twitter.com/Localization- http://www.google.com/local/addEfficiency- http://hootsuite.comTracking- http://bit.ly/Bringing It All Together- http://www.keepoklahomabeautiful.com/
What It Is What They Want
Social Sales
Why It Matters
Bring It All Together
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