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Business Growth Alliance Presents
Social Media
THE NEW MARKETING
MEDIUM:March 17
March 17 thth, 2010, 2010
Tuning into the
Tuning into the
CONVERSATION
CONVERSATION
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Social Media Statistics
• Gen Y has outnumbered Baby Boomers. 96% are using social media 16+ hrs/week.
• Customers care more about how social media ranks products/services over Google.
• 3 out of 4 Americans use social media and spend more time there than on email.
• 93% of social media users believe that a company should have a presence in social media.
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What is Social Media?
Social Media Marketing: A way of doing business, not a campaign.
DEFINED: Interactive media using online tools to connect people. Inbound Marketing: Two-way communication for attractional & authentic
marketing.
TIP: Review how your business has had one-directional marketing.Assess where getting feedback from clients can improve yourcurrent marketing efforts and product development.
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Reach & Credibility
GIVEN: People trust people. CHANGE: 78% of all consumers, now trust other people, even strangers, and their peer recommendations over traditional advertising.
SHIFT: Your clients & their opinions have become your best marketing.
Small efforts now have huge gains. Build buzz. Support sales.
Corporate Gains
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Social Media Engagement
Social Media is viral credibility, all about engagement. TIP: Listen to consumers. Watch your business name online. More people will get exposed to you, refer you business, and give you organic credibility to yet a larger mass of people.
Best practice is to facilitate opportunities to have consumers interact with your brand.
Corporation < --- > Consumer
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ACTION TIP: Engage
Take this first action step to engage with your clients today:
• Organize an event where consumers can engage with your brand and other consumers.
• Facilitate the discussion with “how to” product
discussions, best practices, and open forums.
• Create an open two-way channel to discuss your brand as an online focus group.
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TOOLS: Briefly Defined
Twitter: Short 140-character messages known as “tweets”.Purpose: To connect actively over pertinent topics/trends.
Develops a company personality online. Facebook: Profile & fan page network of pictures, posts &
videos.Purpose: To create an online community around the sharing
of company events, reviews, notables and highlights.
LinkedIn: Social network for businesses and professionals.Purpose: To position and gain credibility as an expert.
Build your network for referral sales/connections.
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TOOLS: Briefly Defined
Twitter: 3 million “tweets” a day. 1,382% growth rate: Jan – Feb 2009
Facebook: Over 1.5 million pieces of content are
shared daily.
LinkedIn: 80% of companies are using LinkedIn as their primary employee search method.
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HOW TO: Twitter
TWITTER.COM
Free. 30 min initial setup.“Tweet” at least once a day.
TIP: Make it simple. Link your posts from your blog & Facebook Fan Page to your Twitter. 1 post = 3 places.
TIP: Don’t post sales pitches.Build relationships. Respond. Powered by SmallWerks
TIP: Customize your background
with your logo and contact info.
Twitter.com/KogiBBQ
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Case Study: Twestival OC
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Promotion: Online only. Mostly Twitter and some Facebook. Budget: $250 for venue/sponsor. Short-notice promotion only. 2009 Response: 300 people. $3,000 was raised for charity.
2010: March 25th – watch online. http://orangecounty.twestival.com/
HOW TO: Facebook
FACEBOOK.COM
Free. 60 min setup.Post at least once a week.
TIP: Have the admin use a personal profile page first. Only create a business fan page, not a profile.
TIP: Claim your vanity URL after 25 fans.
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Facebook.com/pages/create.php
Ex: Facebook.com/SmallWerksInc
Facebook Event Example
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Promotion for today’s presentation on Facebook events.
GOAL: Promote & inform.
TIP:Invite. RSVP. Give info.Share photos & links.
HOW: Click the “Events” tabon your Fan Page.
COST: Free. Approx. 10 min.
HOW TO: Facebook
TESTIMONIAL:
Thank you for thinking of us. Please include us in your presentation.
Since we have been actively using FaceBook, our fans have increased 30%, our fan interactions have skyrocketed. I use the tools that are built into FaceBook to guide the links I post. We have a high percentage of female fans, so I posted a link about a wedding in an Apple Store. Also a link about the world’s oldest married couple.
Hector Montoya, Director of Business DevelopmentLatitude Network Consulting LLC Powered by SmallWerks
Case Study: Latitude Network Consulting LLC
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IT Support & Consulting Co.
GOAL: Reinvent their marketing image.
ISSUE: Current marketing materialsdidn’t match the corporate personality.
Too costly (time, efforts, etc.) to redo all their pieces and social media allowed them to gain referral and repeat business more efficiently. New Accounts Since January: 6
Case Study: UCBootcamp
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Certified Trainer, Shauna Zoul
Promotion: Facebook Fan Page
Just posted Fan Page 10 days ago. Fans: 185 (approx. 19/day) Bootcamp Attendance: Up 75%! Potential New Clients: 3 Facebook.com/UCBootcamp
Case Study: Old California Lantern Company
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Historical & Custom Lantern Company
GOAL: To better reach their target market and promote new designs.
ISSUE: Limitation on how to reachhistoric home owners.
RESULTS: Now they’re posting events,galleries, showcasing new products and getting customer reviews all online. New Fans Since February: 300
HOW TO: LinkedIn
LINKEDIN.COM
Free. 60+ min setup.Respond & connect weekly.
TIP: Complete your bio.Create a company profile.Get & give recommendations.
TIP: Start a group. Answer expert questions.
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LinkedIn Event Example
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ConnectOC’s LinkedIn EventListing
GOAL: Promote & invite.
TIP:Use LinkedIn Events to inviteyour best clients to events they might be interested in.
TIP: Post best events. Ex: This presentation.
COST: Free. Approx. 30 min.
Case Study: ConnectOC
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Promotion: Online only. Facebook, Twitter and LinkedIn
Duration: 3-4 weeks Budget: None. No fliers or paid ads. Result: 400 RSVPs. 500 arrived. $3,000 was raised for charity.
Active online response for all co-founders & sponsors.
Facebook.com/ConnectOC
Case Study: Dane Sanders
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Dane Sanders Photographers, AskDane.com, FastTrack Photographer & Escalate Live Conference
Famous Photographer/Author.
Gained great recognition fromin-person and online social relationship efforts.
Promoting his book launch andconference sales all through social media.
Twitter Followers: 6,200Facebook Fans: 1,344
TIPS: Social MediaIntegrate your content on all your platforms but
remember these rules:Do
Develop a social media content plan. Make it a priority.
Watch what your customers are saying online. Respond to all complaints and request feedback and interaction.
Do give proper credits online. It’s better to work with other companies than to only discuss your business.
Don’t
Push only your content online about special offers or sales. Pitch 25% of the time, connect/give back the rest.
Leave your clients out of the mix or ignore them. Example: Toyota’s PR nightmare.
Forget that it’s about fostering positive relationships and not just about sales.
Please check out expert blogs for more tips.Mashable.com : Blog.Hubspot.com
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Links & ReferencesWatch these social media accounts and use their techniques for your business.
Dane Sanders:
http://www.Facebook.com/FollowDane
http://www.Twitter.com/DaneSanders
http://www.Twitter.com/EscalateLive
ConnectOC:
http://www.Facebook.com/ConnectOC
TwestivalOC:
http://www.Twitter.com/TwestivalOC
UCBootcamp:
http://www.Facebook.com/UCBootcamp
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Old California Lantern Company:
http://www.Facebook.com Search “Old California Lantern
Company”
Latitude Network Consulting LLC:
http://www.Facebook.com Search “Latitude Network
Consulting”
Mashable Social Media Article:
http://mashable.com/2009/10/28/small-business-marketing/
Thank You.
Please feel free to ask any questions.You’re welcome to contact me anytime.
Courtney ThurmanSmallWerks, Inc.
Phone: (714) 712.0462Email: [email protected] Page: Facebook.com/SmallWerksIncTwitter: Twitter.com/SmallWerksLinkedIn: LinkedIn.com/in/CourtneyThurman
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