Winning and Building Business Seminar

Go SocialWinning and

Building Business Online

NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]

November 2009 Now

Wine consumer with a vision Three businesses

Unknown in wine blogging community

Ranked in top 25 for traffic, top 10 for engagement and top 5 for link backs – in the country

0 page views per month 20,000 page views per month

0 Facebook fans 5000 Facebook fans

0 Twitter followers 10500 Twitter followers

0 Linkedin Connections 2500 local Linkedin Connections

0 YouTube Videos 160 Videos (15,000 views)

0 Blog posts 500 posts

The Storyfrom click to mortar




•Born out of blogging about Spokane Wine•Branding proposition•Annual publication•10,000 copy niche print magazine



•5 Wineries 40 Wines 1 Location•Co-op business model•Event facility (3000 sq ft)•Future expansion •Voted “Best new biz in 2011”•Featured in Alaska Airlines Magazine and on MSNBC.com



•Author•Teacher / Trainer•Seminar Leader•Coach / Consultant•Online Marketer•Helping businesses bring mayhem to their marketing strategy through relationship marketing and new media brand positioning

3 Reasons Why You MUST be SocialYour Number One Priority Should Be…Engaging an Audience Through FacebookUsing Twitter to Make Your Business FlyLinkedIn The Professional NetworkOthers (Pinterest, Google+, You Tube, Instagram)Winning and Building Business

Q&A Throughout


Today’s Agenda #gosocial


The Social Explosion

Think back just 7-10 years ago (2002-2005) – How did you get the word out about your business, sale, experience?


The Social Explosion

Okay, think about today…how are consumers getting information?


3 Reasons You Must Be Social to Survive




•Search• The world is going mobile and

searching for products and services. Social sites are being indexed by search engines



•Relationships• Social tools provide an unprecedented

means for building relationships. You can scale much easier and at less cost



•Culture shift• We are in the largest shift of

communication and how consumers engage with brands that we’ve ever seen

Your Number One Online Priority Should Be


Your Number One Online Priority Should Be


"Social media is an ingredient, not an entree." - Jay Baer

The Problem


Getting found is critical Search is king 1/3 of all searches are done

mobile 61% result in a call

“Having” a web site is no longer the solutionThe way we get information has changed in the last 3 yearsYour Website is the only content you own

Your #1 Online Priority


Direct Traffic 20-30%Search Engine 35-40%Referral Traffic 20-30%

Where does your web traffic come from?

“If you are not a content creator / curator and are not part of the social revolution, you are giving business to those that are.” ~ Josh Wade

Your Primary Online Strategy


•Content•SEO/Search•Conversion•Mobile

Six Essentials to More Web Traffic


CONTENT•Keywords•Metadata•Pictures/Vids




FEATURED•Guest blog•Easy Linkbacks•Added content•Reciprocity





SPONSORED•Pay to play•Partnerships•Don’t give it all away…linkback






AFFILIATE•Fee based cross promotion•Great revenue and SEO source







PAID•Google ads•Facebook ads•PPC







PAID•Google ads•Facebook ads•PPC

SOCIAL•Social networks•Don’t neglect email mktg

Conversion Strategies


What is your call to action once someone is on the site

Visitors – 100%

Deeper visit to site – 60%

Offer value – collect email 10-20%

Offer value – sign up newsletter 7-10%

Offer value – purchase product 2-5%

Your Goals Direct Your StrategyVineyards looking for high yield cost efficient fruit are planted much differently than

vineyards that are looking for low yield concentrated, flavorful and more costly fruit.

1. Monitor and protect brand identity

2. Connect with industry

3. Monitor industry mentions and customer sentiment

4. Share industry information (become a resource)

5. Build awareness of topic, passion or product

6. Customer service

7. Drive traffic to content

8. Build customer relationships

9. Build expertise or professional status

10. Monitor competitors


Questions to build your strategy

1. What is your current social media strategy?

2. How do you currently communicate with customers?

3. How do you develop NEW relationships?

4. How much would 100 committed brand ambassadors be worth to your business?

5. How do you envision using Social Media tools?

6. What goals do you have as a result of implementing a social media marketing strategy?

7. How much time do you expect to dedicate to it?

Write down your answers to the following questions. It will help establish where you are and where you want to be


Q&ANectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]

Time to Think


R.O.A.

Time to Think ROA


“Attention is the currency of social media. Capturing attention leads to awareness and then action.”

What is your RETURN ON ATTENTION?

Time to Think ROA


Winning and Building BusinessAre you part of the conversation?

Are you being found?

Do you create / curate content?

Are you generating attention?

Are you monitoring who is talking about you?

Are you engaging with the online masses?

Is your web site active?

Is your web site mobile friendly?



The Big 51 BILLION ACCOUNTS

600 Musers

200 Musers

220 Musers

40 Musers


The Big 5


The Big 5


FacebookWhat’s it all about

•PEOPLE•Engagement•Extension of brand personality•Extension of in store experience•18-44 age•60% female


FacebookWhy you need to be there

•PEOPLE•2/3 of Americans on FB•50% of them every day•Brand awareness•Top of mind•Business to consumer connections

How much is a fan worth?


Referrals

FB Advertising

Organic Engagement

Grow a page “like me”


EngageBuilding brand ambassadors through referrals advertising and engagement


Like -vs- Friend

Setting up Fan Page

Understanding the Facebook “Top News / Most Recent”

Basic Uses

Building Your Base

What to Post

How Often to Post

EngageGrowing brand ambassadors through referrals, advertising and engaging content


Businesses that have “Friend” pages are in violation of Facebook terms of use

Your “Friend” page runs the risk of being shut down

Maximum “Friends” is 5000

Cannot use FB ads or analytics for “Friend” pages

Cannot use FBML for “Friend” pages

EngageLike versus Friend

https://www.facebook.com/pages/create.php?migrate


https://www.facebook.com/pages/create.php?migrate

1.

2.

EngageSetting up a business page


Top StoriesIt is the default when someone clicks home in Facebook

It is not real time

Shows the pages and friends you have recently engaged with

No engagement means not in the feed

EngageUnderstanding Facebook Algorithm (Top Stories)


Recent StoriesReal time stream of friends and liked page activity

Something posted 4 hours ago will only be seen by those online within that immediate window

EngageUnderstanding Facebook Algorithm (Recent Stories)


1. Less is more (2-5x per day)

2. Shorter character count (80 characters or less

3. Type (photos, videos, links)

4. Full links (not short like Twitter)

5. Time of day (10am / 8pm)

6. Thursday and Friday

7. Use #hashtags

7 Ways to Get Noticed in a Facebook FeedUnderstanding Facebook Algorithm (Recent Stories)

How do you stand out among the 30 billion pieces of content each month.

Affinity * Weight * Time of Day


Inform

Share

Thank

Build Trust

Connect

Promote

Market Research

Respond

EngageBasic Uses


Engagement is KING on Facebook

Let’s take a look

Organic growth is the most sticky kind

Recommendations

Friend recommendations are powerful

Facebook Ads

Great value and extremely targeted

EngageBuilding your base


1. Quotes

2. Answers to Frequently Asked Questions

3. Did You Know Trivia

4. Pictures of your business

5. Questions of the Day (great research)

6. Video

7. Links to things you like

8. Promoting peers or partners

9. Your blog posts

10. Sales or Events

EngageWhat to post


When are people online?

Morning (8-10am)

Late afternoon (2-3pm)

Mid-Evening (7-9pm)

2-3 status updates per day

Don’t over post (it’s annoying)

Be consistent

Mix it up

EngageHow often to post


Timeline for Business Brands


Cover Photo and Other Branding


850 x 315 pixel banner•First branding seen•Use quality image•Think it through

180x180 pixel profile pic

What you can’t do with itFacebook terms of service say the images can’t include•Price or purchase info•Contact info•Calls to action•References to terms “like or share”•No arrows pointing



1 – Category / About150 characters

2 – PhotoFixed app (still a branding opportunity)

3 – MapPositioned for places pages

4 – Custom app image110x74 pixes

5 – MoreThe rest of your appsWith the exception of the “Photo” app, the remaining apps

can be repositioned for branding and campaigns



1 – Milestone Images / Highlighted Post Images843 x 403

2 – Pinned Images403 x 403 (will be cropped to center of image if larger than this)

3 – Facebook Ads110 x 80

4 – Custom App Width810 pixels wide

1

3

2

Landing Pages


Good use of branding with custom app tab images

Notice the use of the “Photo” coupon alert

Can move “likes” to below the fold to de-emphasize

Custom apps width size change from 520 pixels to 810 pixels

Featured Content


Showcase content

•Highlight – spreads content across the full width of the timeline

•Great branding opportunity with full 843 x 403 image

Featured Content


Showcase content

•Pin – pins content on the top left of the timeline for 7 days

Any images larger than 403x403 will be cropped to center of image.

Featured Content


•Milestone – tell your brand story

Milestone images are 843 x 403 max and are centered on page.

User Interaction


User Interaction Changes

1. Who can post?

2. Where do posts go?

3. Moderate / screen posts?

4. Private user messages

Admin Panel


WooBox.com

Three Fabulous Facebook FindsThree great tools for Facebook Success

Woobox is a suite of tools that can help connect your Facebook fans with your other social networks (Twiiter, You Tube, Flicker). The application also offers cool interactive photo sharing, slide shows, music, PDF files and a host of other advanced features. Woobox offers nine free applications along with pro and premium services for the more advanced user. At the minimum you can connect your Twitter and YouTube accounts to Facebook tabs for free!


Shortstack.com


Create deals build sign up forms, host contests, build custom pages and more


Shopping Cart

Payvment.com


Build a shopping cart for your products and services and turn your Facebook page into an opportunity for revenue.


NO BRAINERSThat will make an immediate impact5


5 No Brainers

Add your social media contacts to:

Web Site

Email

Business Card1


http://twitter.com/nectarwine

Get your Facebook Vanity URL

Easier to communicate

Better search returns

Branding2

5 No Brainers

http://www.facebook.com/username


http://www.facebook.com/username

Add a Facebook Badge to your Website

Drive likes

Create engagement3

5 No Brainers

http://www.facebook.com/badges/page.php


http://www.facebook.com/badges/page.php

Respond to everyone

Never let a mention or post go un-noticed

Say thank you

Be the last person to comment on a Facebook conversation

4

5 No Brainers


Post Content

If you’re committed to this there should always be something new to talk about

Content is king; conversation is queen

Empty sites are like out of date web sites, unreturned phone calls, unresponsive representatives, and empty promises

5

5 No Brainers




TwitterWhat’s it all about

•PERSPECTIVES•Conversations•Information•Listening•Immediate and viral•SEO•26-56 age range•57% male


TwitterWhy you need to be there

•PERSPECTIVES•Greatest conversation in the world•Real time understanding of customer wants•Customer service•Relationships (amazing scale)

Online cocktail party

What is Twitter?


A Look at twitter.com: Me

Your profile Picture Name

140 character description Web site

Your Tweets

Your stats Tweets, following,

followers, lists Images

Similar people


A Look at twitter.com: Home

Your timeline @ mentions Activity of

people you follow

Saved searches Lists you create

Tweets from people you

follow

Side bar Who to follow User profile

details Trending topics


A Look at twitter.com: Connect

Connect Interactions Mentions


A Look at twitter.com: Discover


@ - Mention (main conversation)

DM (Direct Message – private)

RT (Retweet)

# Hashtag

Trending

List

Favorite

twitter

Learning the Language


The Tweet


140 characters including any URLS and user names.

Can be about anything you want it to be about


The @ Mention / Reply


@username – designates who you want to mention or talk directly to in a tweet. Starting the tweet with a user name is only visible to the user and any followers you have in common.

Also known as a mention when people use your username in a tweet

DM – Direct Message – a private tweet to a @follower

@follower must be following you back to send a DM


RT – The retweet


Retweeting is simply forwarding a message or content along to your followers - sharing

Retweets can be done at Twitter.com using the Retweet action icon (using this format does not allow any customization of the message.)


# Hashtag


Placing # before any word creates an automatic search stream link for the term

Easy aggregator of information

Assist in following a conference, seminar, or topic. Multiple users can participate


Favorite


Save any tweet to reference it later.

Great for coming back to great content

Trends Lists

What is popular

Join in the conversation and get greater exposure

Manage and group your followersSee what lists you appear on. Find new followers on others lists


Follow people of like interests

Use Twitter Search

Try to locate key influencers in your area / field

Don’t follow people who haven’t tweeted in a while

Follow in chunks of 70-100 people

Follow people in the “lists” of influencers

When you follow people you will see their tweets

How to Grow a Following


WeFollow http://wefollow.com



Twitter Advanced Searchhttp://search.twitter.com/advanced



LocaFollow http://locafollow.com



Start Tweeting



How to Tweet


Share posts from others you enjoy – Retweet

Share content you create

80/20 rule – Share relevant content before you sell

How to Tweet


If Content is King, Conversation is Queen

Respond when you’re mentioned

Jump in to the conversation

Ask questions

It’s just talking to people

How to Tweet


Questions

Links

Activities / with media is preferred

Pictures

Posts you like

Posts you create

Events / Sales / Offers

Tips for your industry

How to Tweet


How to Tweet: Bad Example


How to Tweet: Good Example


Unlike Facebook, as long as you’re not promoting or selling, tweeting a lot is usually embraced. Quick bites of information are engaging and add to the conversation.

10+ times per day (as long as you’re not selling)

Be ENGAGING

Okay to share same info 2-4 times at different times of the day

How to Tweet


Manageflitter.com

Three Twitter Tools


Tweetreach.com

Three Twitter Tools


Tweetdeck / Hootsuite

Three Twitter Tools


Tweetdeck.com


Three Twitter Tools

Five Twitter Tools

Hootsuite.com


Three Twitter Tools



LinkedinWhat’s it all about

•PROFESSIONAL•Resume•Connections•Referrals


LinkedinWhy you need to be there

•PROFESSIONAL•Business to business connections•Search engine gold •Referrals and leads


LinkedinWhen, what, how?

•PROFESSIONAL•Complete and keep profile up to date•Occasional status updates•Make connections•Respond to inMail


LinkedinWhen you shouldn’t be there

•PROFESSIONAL•Won’t benefit from business to business connections•Won’t keep your profile up to date


PinterestWhat’s it all about

•PICTURES•Vision board•Visual favorites boards•Extremely viral•68% female•26-54 age range•Aggregator of stuff•Driver of web traffic


PinterestWhy you need to be there

•PICTURES•Third largest referrer of web traffic•Business to consumer•If you’re selling an experience or visually attractive product•If you have a strong web presence (eComm)


PinterestWhen, what, how?

•PICTURES•Evenings•Organize your boards•Pin content FROM your website to your boards•Showcase your brand personality•Comment, like and repin•Brand your boards & pins


PinterestWhen you shouldn’t be there

•PICTURES•If you are purely business to business•If your product is non-visual•If your web presence is poorly done•If you have no conversion strategy


Google +What’s it all about

•PASSIONS•Connecting and communicating with people of similar passions•Similar to Facebook•63% male•18-34 age range


Google +Why you need to be there

•PASSIONS•It’s Google•SEO, SEO, SEO•Stake your claim•Google Places


Google+When, what, how?

•PASSIONS•Complete your profile•Create and add people to circles•Post relevant content•Focus on key words•Not a network you need to babysit but keep your eye on it


Google+When you shouldn’t be there

•PASSIONS•If you have nothing to share•If the demographic isn’t yours•If you don’t need web referrals or web traffic


InstagramWhat’s it all about

•PHOTO SHARING•130 million active users•Share pictures and video with filters•40 million posts per day•18-34 age range


InstagramWhy you need to be there


InstagramWhen, what, how?

•PHOTO SHARING•Complete your profile•Follow people, like pictures, comment (think Twitter)•Post videos and pictures•Use hashtags to get broader audience•Develop contests


InstagramWhen you shouldn’t be there

•PHOTO SHARING•If you have nothing to share•If the demographic isn’t yours•If you don’t have a visual product


Winning and Building Business Online

WINNING BUILDING


Winning•Content increases your SEO and gets you found by new customers•Engagement with existing customers causes organic growth•Social sites are indexed by search engines•Social is where referrals and recommendations are being made


Building•Continue interaction beyond the “store” experience•Be top of mind more frequently (repeat visits)•Build loyalty through special offers•Conversation – builds a subconscious connection to your business•Brand ambassadors


Three Tips for SuccessPrioritize where you NEED to be

•Don’t have to be everywhere•Excel where you choose to be•Be strategic and intentional•If you do nothing, you will continue to get further and further behind



Go Where Your Customers Are



Have a strategy


Three Tips for SuccessUse Tools to be Efficient

•Google Analytics for measuring•Tweetdeck / Hootsuite for monitoring•Sprout Social for workflow•Block out time for engagement


Three Tips for SuccessWeigh TIME vs. MONEY

•Educate yourself•Determine the value for your business•Adjust your marketing spend to compensate•You’ll either spend your time or your money


[email protected]

http://nectartastingroom.comhttp://spokanewinemagazine.comhttp://nectarmedia.co

@nectarmedia

Facebook.com/NectarMedia

YouTube.com/NectarMedia

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