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The Case for Social Media
The Case for Social Media
Social Media: What’s the Fuss? • Years to Reach 50 Million Users
– Radio: 38 years– TV:13 years– Internet Explorer: 4 years– Facebook: 9 months to reach 100 million
users
Social Media is Growing Rapidly
Social Media Revolution Refresh http://vimeo.com/11551721
If Facebook Was a Country
Your Customers • 1 Billion Facebook users• 50% of Facebook users log on every
day• Facebook tops Google for weekly
traffic• 20% of Facebook users have
purchased something because of ads or comments
Your Customers are on Facebook
Social Media Revolution Refresh http://vimeo.com/11551721
Middle Age Women
2nd fastest growing demographic on FacebookSocial Media Revolution Refresh http://vimeo.com/11551721
Not Just Facebook• A new member joins LinkedIn every
second• YouTube: 2nd largest search engine• 93% of marketers use social media
for business• 1 in 5 couples meet online
Social Media Revolution Refresh http://vimeo.com/11551721
Consumers Turn to Social• 37 million people watched this Super
Bowl ad
On YouTube
Social is a News Source
Twitter Competes with CNN
Driving Sales• By 2016, more than half of the
dollars spent in US retail will be influenced by the web.
• 20% of Facebook users have purchased something because of ads or comments
• 67% of B2C marketers say they got a customer from Facebook
Social Media Revolution Refresh http://vimeo.com/11551721
Social Media What’s the Fuss?
Roundpeg Small Business Social Media Survey 2012
Social vs. Traditional Media• Cost • Reach• Flexibility• Measurability
Social vs Pay Per Click (PPC)
http://blog.eloqua.com/whats-the-real-roi-of-content-marketing/
Social: More than Advertising
Copyright Roundpeg
Creating Conversation
Talk to your customers, not at them
SOCIAL MEDIA AND SALES
Home Team Advantage
Making Connections
The ROI of Social Media?
“We don’t have a choice on whether we DO social media … the question is how well will we DO it.”
…Eric Qualman, SocialnomicsSocial Media Revolution Refresh http://vimeo.com/11551721
Social Can Help Customers• Find You• Get to Know You• Learn about HVAC• Learn About Specials, Promotions
and Products• Resolve Service Issues• Refer You
Social Is Not Advertising • Pick the right network• Listen more, talk less• Mix personal and business – Social is
the human side of your business• It’s NOT one size fits all• Cocktail party rule
General Rules: Social Media Is• Strategic
– Have a plan, set goals and measure results
• About Ego – If you want to be noticed, pay attention
to others
• Personal – Decide what your brand personality will
be
• Not Time Consuming– 15 Minutes a Day
Which Network is Right for You? • Target Audience
– Consumer or Commercial
• Business Objectives– Awareness, Loyalty or Lead Generation
• Do NOT Connect all Social Accounts– Messages are different by channel
Facebook Tactics• Facebook is about:
• Pictures, pictures, pictures• The human side of your business• Connecting with people who know you
• Profiles vs. Pages• People have profiles and friends • Companies have pages and fans
Facebook Content• Think of Facebook as a Barbeque• Information and pictures about:
– Employees, events, and customers– Community information– Contests, Offers, FAQ’s Trivia, – Surveys and Polls
Facebook Status Updates• Fans rarely come back to your page• Facebook content has a 36 hour shelf
life• Minimum 4 x a week – Don’t forget
weekends• Maximum 2 x a day – Don’t over
share• Remember it is their Playground
– New Move to Promote Ads, Changes Views
FACEBOOK VS YOUR WEBSITE
Do you need both?
Facebook - Build Community• Pictures, pictures,
pictures• Show the human side• Community involvement• Hints, tips and offers• Testimonials, videos and
pictures• Update 5 – 7 times a
week• Drive traffic to website
Website - Build Customers• Company Information• Product Information• Brand connection• Videos, Surveys,
Conversion Forms• Industry Updates• Update 3 – 5 times a
week• Newsletter sign up• Schedule appointment
Are You Ready for Company?• Modern Website• Current Content • Conversion Opportunities
–Surveys, Downloads, Video• Traffic Tracking Program
Twitter tactics• Twitter is about what’s happening
NOW• It is about conversations• It is time consuming (30 – 60 Minutes
a day)
What Can You Do• Connect with clients and suppliers• Check up on the competition• Resolve customer service issues• Thank and reward people • Ask questions, conduct research,
stay on top of breaking news• TALK TO PEOPLE NOT AT THEM!
Connect with New People• It is a place to connect with new
people– No permission to join a conversation
• Search for people and topics• Follow people who follow your friends• Follow people who follow you
– Check for spammers
• Ask questions
Why LinkedIN?• It is your address book on steroids
LinkedIN Tactics• Build your network• Status Updates at least once a week
– Professional accomplishments– Company and individual success– New projects, new hires– Links to articles, blog posts, and videos
• Recommend and endorse your contacts
• Join groups• Selectively ask for help
All Roads Lead to Your Website
DON’T FORGET EMAIL
Next Steps1. Audit Your Website2. Stalk Your Competitors3. Get a Gmail Account4. Set goals: Awareness, loyalty,
referrals, sales5. Measure results 6. Modify and begin again
