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The Social EXPERIMENT David Searns CEO Brad Smith Director of SEO & Social Media
| Date post: | 11-Apr-2017 |
| Category: |
Business |
| Upload: | haley-marketing |
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The Social EXPERIMENT
David SearnsCEO
Brad SmithDirector of SEO & Social Media
The MAD SCIENCE of social media
• AWESOME sales tool…or INSANE waste of time?
• Get found. Get connected. SELL STUFF.
• 19 things you must do…
• Be a master scientist in JUST 22-MINUTES a day• Be a master scientist in JUST 22-MINUTES a day
An AMAZINGLY COMPELLING case
• Cold calling sucks.
• People don’t want to be sold to.
• Social media makes sales more effective.
• Social media brings people you don’t know to you.• Social media brings people you don’t know to you.
• Some of those people need a job. Some need to hire.
• Social media makes you more money.
Use Social to Sell
78% of salespeople using social media outsell their peers.
Source: Forbes
CASE STUDY
Social Media – The Real Value
CASE STUDY This Haley Marketing
Social Pro client sees a 54%
conversion of social visitors
reaching a contact page.
Social Visitors spend more
time on your website!
Social Media – The Real Value
“Okay, I get it.
So how do we use this stuff?”
• Strategy 1:
Direct selling…to the people you want to reach.
• Strategy 2:
Be in the right place…to attract clients and candidates.
Get found. Get connected. SELL STUFF.
• Strategy 3:
Dominate search engines.
19 things
YOU MUST DO!
19 THINGS you must do• Embrace social…or give biz away!
• Pick your strategy(ies).
• Use social to SELL.
• Use LinkedIn to gather intel.
• Build your network…every day!
• Ask for referrals & endorsements.
• Start conversations with content.
• Use a mix of media (with video).
• Mix it up, have some fun.
• Get more leads from your site.•
• Endorse prospects, then call.
• Build followers with Tweepi.
• Use Twitter’s advanced search.
• Use Twitter to sell.
•
• Share content. Then share more.
• Use data to know what to post.
• Build reach with paid media.
• Re-engage with remarketing.
Get started NOW…it can have an immediate impact!
“Thanks for the intro...
Let’s start the EXPERIMENTS!”
Creating Content
What Makes a Great Social Post?
• Has a purpose beyond your services.• Adds value for someone else.• It’s a topic people care about.• It isn’t so damn boring.• Includes an engaging headline that excites people.• Includes an engaging headline that excites people.• Uses a great image that stands out, doesn’t blend in!• Gets your message in front of the right people. • Gets engagement.
Have Purpose and Value
Review HR Forumsand LinkedIn Groups:
- HR.com- Hr-exchange.com- CiteHR.com- Laborlawtalk.com- Laborlawtalk.com- Linked: HR
Have Purpose and Value
Ask your clients and candidates what they care about!
www.surveymonkey.com
Have Purpose and Value
18-page whitepaper
Have Purpose and Value
Make sure people care!
• buzzsumo.com- Look for topics based on engagement
• Facebook insights- Look at past posts- Look at competitors
• Google Analytics- Look at past posts- Look for topics that get visits/engagement
Keys to Writing a Good Headline
• Share the key takeaway from the article (value)
• Use engaging keywords that evokean emotional response
• Don’t be boring• Don’t be boring
• Test different approaches
Words matter
• 4 Surprising Things Interviewers Notice Before You Say a Word
• 3 Excel Hacks that Will Save You a TON of Time
• The Science Behind Reducing Bad Hires
• 10 Critical Questions You Need to Ask Every Travel Nurse• 10 Critical Questions You Need to Ask Every Travel Nurse
• 5 Smart Ways to Test Headlines and See Huge Results
Experiment #1
Come up with 5 different title variations for this topic:
“Why your best employees are leaving your company.”
Compelling Images
Compelling Images
Compelling Images
Evoke Emotion
Experiment #2Come up with 3 different images from www.istock.com for this topic:
“Why your best employees are leaving.”
1 article = months of content.
5 Surprising Reasons Why People Quit Their Jobs
5 Critical Things That Keep
People From Jumping Ship
These BIG Management Blunders Can Ruin Morale
1 article = months of content.
5 Smart Management Hacks That
Improve Morale and Create Smiles
The Science Behind
Improving Morale and Teamwork
Apple. Southwest.
Google. How Smart Companies Retain Top Talent.
“Okay, I have some content.
Now what do I do with it?”
When to post?
Facebook Insights
• LinkedIn – How to choose groups.
Where and how to post?
• LinkedIn – How to choose groups.
• Blog content sharing – HaleyMarketing.com example.
Experiment #3Find at least 3 relevant LinkedIn groups
Case 1:
Technical recruiting firm in California
Contract Assignments
Case 2:
LI/Clerical
90% temp staffing
Case 3:
Executive Recruiter
100% perm placement, high level Contract Assignments
Developers, Project Managers, Data Analysts, ERP Specialists.
Offices in San Diego, Carlsbad, Irvine
placement, high level professionals
National
Accounting/FinanceEngineering
“So, I shared my content…
How do I get more people to see it?”
Build bigger networks.
This is a take home experiment
- Get a list of attendees for an upcomingjob fair or trade show.
- Go to LinkedIn > My Network > Add Contacts.
Experiment #4
- Go to LinkedIn > My Network > Add Contacts.
- Select Import File.
Give Your Engagement a Kick Start!
Social SharingIncrease Engagement
Increase in Post Reach
• 3 Likes + 1 Share = 211 Reach
• 4 Likes + 1 Share + 7 Comments = • 4 Likes + 1 Share + 7 Comments = 494 Reach
• Facebook Algorithm favors conversation. Encourage people to comment – start internally!
• Engage with the company brand- Example: www.facebook.com/haleymarketing
• Engage with co-workers
Social SharingIncrease Engagement
• Engage with co-workers- Example: LinkedIn Recent Activity
Choose 1:
- Visit your company Facebook page and like, comment and share an article.
- Visit www.facebook.com/HaleyMarketing/ and like, comment and share an article.
Experiment #5
and like, comment and share an article.
- Visit a co-worker’s LinkedIn updates and comment.
Boost your reach with paid promotion.
Paid Targeting – Live Example
Who has a current recruiting challenge?
“Hey, this is getting fun.
But what’s the point?”
It’s all about conversion.
Creating calls to action.
Write copy for 5 Calls to Actionthat you could add to your website.
Experiment #6
“Wow, there’s a lot to this.
Let’s put it all together”
The BIG conclusion
Do your own experiments!
• Test topics
• Test writers
• Test format
• Test when and where you post
• Use data to make smarter decisions
• Rinse, lather and repeat!
19 things
YOU MUST DO!
Must do #1Embrace social…or just give the business away!
Light industrial staffing agency with offices in NC and SC
Must do #1Embrace social…or just give the business away!
• Check out this Google Analytics data.
• It’s from a staffing firm with 10 offices in North and South Carolina.
• In one month, they had nearly 11,000 visitors to their website.
• Not bad…• Not bad…
• But compare that to this next firm…
Must do #1Embrace social…or just give the business away!
Light industrial staffing agency with fewer offices in NC and SC
Must do #1Embrace social…or just give the business away!
• Here is a firm in the same markets…with half the number of offices.
• In one month, they had:
• More than 42,000 visitors.
• 108,000 pages viewed on their website.• 108,000 pages viewed on their website.
• The difference? 100% driven by social media!
Must do #2Understand how you will achieve results.
• Connect. Nurture. Close.This is the direct selling model (think of it as social media cold calling).
• Attract. Engage. Convert. Close.This is the inbound marketing model (it’s about selling…without having to sell).
Must do #3Use social for DIRECT sales.
• Build your networks…with the right people.
• Use direct messaging to communicate.
Use content to start conversations• Use content to start conversationsand nurture relationships.
• Ask for referrals. Ask for help. Ask for the sale.
Must do #4Use LinkedIn to gather intel.
Must do #4Use LinkedIn to gather intel.
• Before making a sales call, do your research.
• When planning out content, look at what your best clients engage with.
• When choosing which Groups to join, look at the • When choosing which Groups to join, look at the groups where your clients and prospects are members.
• Look at any “shared contacts” you have with prospects.
Must do #5Build your network…every day!
Must do #5Build your network…every day!
• Connect on social with every contact you come across.
• Import your address book or tradeshow lists into your social accounts and connect.
• Make it easy to follow your social accounts on your • Make it easy to follow your social accounts on your website and email signature.
• Set a quota for yourself and your staff.
Must do #6Endorse prospects before you call.
Must do #6Endorse prospects before you call.
• Two to three days before calling on a client or prospect, endorse them on LinkedIn.
• LinkedIn will notify them about your endorsement.
• This increases name recognition, builds goodwill, and • This increases name recognition, builds goodwill, and turns your cold-call into a warm-call!
Must do #7Use Twitter advanced search to find key people.
Must do #7Use Twitter advanced search to find key people.
• Search by company, name, keyword, etc.
• Look for people using key terms like “hiring,” “job,” etc.
• Search within your specific geographic region.
• Identify other vendors that already have the ear of your audience—and connect with them!
Must do #8Use Tweepi to build followers.
Must do #8Use Tweepi to build followers.
Tweepi allows you to quickly follow the followers of other Twitter accounts. Take 5 minutes each day to follow others. Start with the followers from:
• Your competitors
• Local Chambers of Commerce
• Industry associations
• Business associations
• Other vendors that sell to your audience
Must do #9Use Twitter to SELL!
Must do #9Use Twitter to SELL!
• When at conferences, look for people live tweeting.
• If you see a client or prospect tweeting, retweet them.
• If they follow you, message them.(And if you’re not connected, follow them).(And if you’re not connected, follow them).
• Give them a compelling reasons to meet.
• Turn your twitter conversation into a live conversation.
Must do #10Ask for referrals and endorsements.
“91% of customers say they’d give referrals. Only 11% of salespeople ask for referrals.”
Source: Dale Carnegie
Must do #10Ask for referrals and endorsements.
Once you gather those testimonials:
• Ask people to also leave them on social review sites like Yelp, Indeed, Glassdoor, Google, etc.
• Turn the testimonials into bold visuals that you can post • Turn the testimonials into bold visuals that you can post on social sites.
• Embed the testimonials graphics on your website.
Must do #11Use content to create conversations.
Must do #11Use content to create conversations.
• Post content with a bold message (take risks!).
• When posting to social media (a group or status update), ask a question or ask for a comment.
• Be timely or even controversial. • Be timely or even controversial.
• Mix in pop-culture or local events/news.
• Kick start the conversation by getting internal staff to comment.
Must do #12Use a mix of media that includes video.
Must do #12Use a mix of media that includes video.
• Video gets more engagement on all social sites.
• It doesn’t have to be fancy. Use your Smartphone or create animated videos with sites like Powtoon and Animoto.
• Besides video, try to include a mix of content formats that • Besides video, try to include a mix of content formats that includes static photos, infographics and plain text.
• Variety yields the greatest response.
Must do #13CATS!
The post:
- Was shared 17 times
- Was liked 54 times
- Received 128 comments
And a company that And a company that
usually reaches around
100 people per post,
reached 7,692 Facebook
users with a single post.
Must do #13CATS!
What do we really mean by this?
• Create content around things people are passionate about.
• Don’t be afraid to get personal.
• Step outside your comfort zone.
• Fun, less business focused content often generates the most engagement.
Must do #14Turn your website into a lead generation machine.
Must do #14Turn your website into a lead generation machine.
• Make sure it’s easy for people to “convert” (take action).
• Create a graphic call to action on every page of your site.
• Make forms as short as possible (long-forms have high drop-off rates).
• Use sidebars, footers, in-copy links and more to drive traffic to pages that convert.
Must do #15Share content. Then share more.
Status updates. LinkedIn groups. Social messages. Automate. Get your team involved.If you share consistently, you will see these spikes in traffic!
Must do #15Share content. Then share more.
• Sharing yields responses…almost immediately.
• The more you share, the more traffic you will generate.
• Sharing is a team sport, get everyone involved.
• Share everywhere you can (not just one social site).• Share everywhere you can (not just one social site).
• Make time for sharing every day.
• Automate sharing with tools like Buffer.
Must do #16Use data to know when and what to post.
Look for spikes in traffic
What did I share?What did I share?
Where did I share it?Where did I share it?
How did I present it?How did I present it?
Must do #16Use data to know when and what to post.
• Identify the pages on your site that get the most traffic.
• Create additional content around your most popular topics/pages.
• Test different days/times on social platforms to see if there are spikes in traffic/engagement.are spikes in traffic/engagement.
• Continually test and adjust.
Must do #17Boost your reach with paid promotion.
Must do #17Boost your reach with paid promotion.
Social media sites are becoming a “pay to play” forum. Without putting advertising dollars behind your posts, total reach will continue to decline.
But for a relatively low budget you can reach the exact right But for a relatively low budget you can reach the exact right audience and drive a lot of engagement.
Must do #18Re-engage clients and candidates with remarketing
A user visits your website.
Facebook places a “cookie” in this
The user leaves your website and
The “cookie” triggers your ad website. “cookie” in this
user's browser to show they've visited your
browser.
your website and visits Facebook
triggers your ad and content to be shown. This gives
you another chance to advertise
to this prospect.
Must do #18Re-engage clients and candidates with remarketing
In this example, our client saw a 300% increase in the number of visitors returning to their website.
This led to a 118% increase in conversions!
Must do #19Get started now…it can have an immediate impact!
A single post to a LinkedIn Group saw immediate, and extended traffic.
Give Me 22 Minutes(How to Make Social Media Easy) (How to Make Social Media Easy)
2. Use the “People You May Know” Tab.
• Build your network• Use LinkedIn's "People You May Know" feature and send out two
connection invitations (2 minutes)
• Build your reputation• Auto-feed blog content to your LinkedIn profile (0 minutes)• Status update with a recent search assignment or placement (1 minute)• Read discussions in 1-2 groups and "like" or "comment" (5 minutes)
12 min.
• Read discussions in 1-2 groups and "like" or "comment" (5 minutes)• Manually post a blog to several LinkedIn groups using the LinkedIn
Share button on the blog (1 minute)
• Sell• Connect with 1-2 key decision makers at prospect firms (1 minute)• Send a 1:1 message to a prospect (1 minute)
2. Use the “People You May Know” Tab.
• Build a relevant following• Use Tweepi to follow the people who follow a competitor (5 min)
• Build your local office brand• Auto-feed blog content to your Twitter account (0 minutes)• Auto feed local jobs to your Twitter account (0 minutes)• Retweet key influencer or prospect Tweet (10 seconds)
8 min.
• Find sales opportunities• Conduct Advanced Search for new job postings (1 minute) • Search for a local business on Twitter and begin following (1 minute)• Follow a local executive or key local leader (1 minute)
2. Use the “People You May Know” Tab.
• Auto-feed blog content to your Facebook account (0 minutes)
• Visit the corporate Facebook page and Like, Comment and Share a post (1 minute)
• Post an interesting article or image on Facebook (1 minute)
2 min.
on Facebook (1 minute)
Automation Tools
www.bufferapp.com
Free tool. You create an account and link your social profiles and share to every profile with one click.
https://hootsuite.com/plans/free
Free trial. Manage multiple networks, schedule posts and watch your audiences.
