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LEARN IT OR LOSE IT: An Interactive Social Media Intensive
Sponsored by Intek Truck and Equipment Leasing
NAID 2013 ON SOCIAL MEDIA
• Interact with NAID online at:
− www.facebook.com/NAIDinNashville− www.facebook.com/NAIDInc− http://twitter.com/NAIDInc − Let’s get #NAID2013 trending on Twitter!
• Tag yourself at the event, share photos, post comments and let us know what you’re doing in Nashville!
LEARN IT OR LOSE IT: AN INTERACTIVE SOCIAL MEDIA INTENSIVE
NAID 2013 ON SOCIAL MEDIA
• Download the free NAID 2013 Conference app, Grupio:
- Go to your app store on your smartphone (iPhone, Android, Blackberry).
- Search for “Grupio” and download the app.- Search for “NAID” and select “NAID 2013 Annual
Conference.”
LEARN IT OR LOSE IT: AN INTERACTIVE SOCIAL MEDIA INTENSIVE
NAID 2013 ON SOCIAL MEDIA
• QR codes are on your badges this year.
• Use the QR code reader in the Grupio app to scan the codes and upload contact information.
LEARN IT OR LOSE IT: AN INTERACTIVE SOCIAL MEDIA INTENSIVE
You’d be crazy not to!www.naid-em.org
THE BASICS OF SOCIAL MEDIA Jeff Green, AccuShred
KEY SOCIAL MEDIA STATS
• 87% of B2B marketers use social media
• 63% of small business owners have made a sale from social media
• Half of all SMB decision makers
– 86% use Facebook– 50% use LinkedIn– 45% use Twitter
LEARN IT OR LOSE IT: AN INTERACTIVE SOCIAL MEDIA INTENSIVE
WHY SOCIAL MEDIA?
• Build website traffic
• Connect with customers
• Increase visibility
• Self-promotion
− Be top of mind: Know, like and trust
LEARN IT OR LOSE IT: AN INTERACTIVE SOCIAL MEDIA INTENSIVE
POPULAR SOCIAL MEDIA
• Google+
• Others: YouTube, Pinterest, blog sites, etc.
LEARN IT OR LOSE IT: AN INTERACTIVE SOCIAL MEDIA INTENSIVE
QUESTIONS TO CONSIDER
• Why are you using social media?
• Do you understand how you can most effectively benefit from social media?
• What are you looking to achieve using the site?
• Are your goals realistic?
LEARN IT OR LOSE IT: AN INTERACTIVE SOCIAL MEDIA INTENSIVE
QUESTIONS TO CONSIDER
• Have you created a strategy?
• How are you showing initiative?
• What have you been doing to build relationships?
• How much time scheduling to properly participate/execute your content schedule?
LEARN IT OR LOSE IT: AN INTERACTIVE SOCIAL MEDIA INTENSIVE
SOCIAL SUCCESS EQUATION
Social Media Site(s) + Action Plan + Initiation +
Allocated Time +Execution
Social Media Success!
LEARN IT OR LOSE IT: AN INTERACTIVE SOCIAL MEDIA INTENSIVE
WHY LINKEDIN?
• 200 million users
• Target demographic
• Most bang for your buck
• No fluff
LEARN IT OR LOSE IT: AN INTERACTIVE SOCIAL MEDIA INTENSIVE
WHY LINKEDIN?
• Use to increase sales
− Never miss a chance to connect with people
− Reach decision makers creatively
− Grow your network− No more cold calls!− Get past the gatekeeper− Unlock a more powerful way
to search
LEARN IT OR LOSE IT: AN INTERACTIVE SOCIAL MEDIA INTENSIVE
WHY LinkedIN?
• Use to increase sales
− Learn about their company (Research!)
− Use groups to learn and become the expert
− Make your profile work harder for you and see who is looking at you
LEARN IT OR LOSE IT: AN INTERACTIVE SOCIAL MEDIA INTENSIVE
WHY LinkedIN?
• Benefits of joining
− Provide Google with positive info about you
− SEO and web presence− Attract prospects− Show that you are a
professional
LEARN IT OR LOSE IT: AN INTERACTIVE SOCIAL MEDIA INTENSIVE
WHY TWITTER?
• Isn’t Twitter for B2C? NO!
• When I first spoke, there were 52 data destruction companies on Twitter, now there are more than 500!
• Allows us to tell our story
• Opt-in marketing
LEARN IT OR LOSE IT: AN INTERACTIVE SOCIAL MEDIA INTENSIVE
OPTIMIZE YOUR TWITTER
• Be simple and visible
• Keep it real
• Optimize your profile
− Use industry specific keywords when possible
− #papershredding, #NAID, #shredding, etc.
LEARN IT OR LOSE IT: AN INTERACTIVE SOCIAL MEDIA INTENSIVE
OPTIMIZE YOUR TWITTER
• Tweet structure
− Headline/phrase must be interesting
− Use bit.ly or other link shorteners
− Use hashtag (#) to make words searchable
− Keep them short, simple and stupid!
LEARN IT OR LOSE IT: AN INTERACTIVE SOCIAL MEDIA INTENSIVE
OPTIMIZE YOUR TWITTER
• Utilize a retweet strategy
• Twitter measurement: Quality over Quantity
• Use industry keywords in your bio
LEARN IT OR LOSE IT: AN INTERACTIVE SOCIAL MEDIA INTENSIVE
10 TWITTER TRIUMPH TIPS
• Use bit.ly to shorten links
• Find and follow industry leaders through lists, directories and other Twitter users
LEARN IT OR LOSE IT: AN INTERACTIVE SOCIAL MEDIA INTENSIVE
10 TWITTER TRIUMPH TIPS
• Follow news sources, trade publications, associations and others for the latest information to share
• Share third-party content that provides value to your followers
LEARN IT OR LOSE IT: AN INTERACTIVE SOCIAL MEDIA INTENSIVE
10 TWITTER TRIUMPH TIPS
• Post links to company blog posts more than once
• Test and track different tweets for engagement, clicks and retweets
• Pay attention to the time of day your audience is most engaged
LEARN IT OR LOSE IT: AN INTERACTIVE SOCIAL MEDIA INTENSIVE
10 TWITTER TRIUMPH TIPS
• Tweet offers and links to landing pages to generate leads, it’s okay you are a business!
• Don’t overuse hash tags, especially ones that are abused with spam or not used
• Encourage followers to join your company newsletter
LEARN IT OR LOSE IT: AN INTERACTIVE SOCIAL MEDIA INTENSIVE
FACEBOOK AT A GLANCE
• Personal and business pages
• Facebook timeline: Tell your story
• Publicize events
• Time/schedule updates
• Facebook ads
LEARN IT OR LOSE IT: AN INTERACTIVE SOCIAL MEDIA INTENSIVE
GOOGLE+ AT A GLANCE
• Jury still out on whether it provides unique value
• Fastest growing social network (400+ million)
• Integrated with Google search (SEO)
• Google +1 for websites
LEARN IT OR LOSE IT: AN INTERACTIVE SOCIAL MEDIA INTENSIVE
You’d be crazy not to!www.naid-em.org
CONTENT MARKETING STRATEGIESDrew Barwick, Rivermill Data Management
PARALLELS:
• Friends can’t be bought
• Communication is bidirectional
• SPAM STINKS!
• Start small, keep building
• Mistakes happen
• Everyone is different!
SOCIAL MEDIA AND REAL LIFE
LEARN IT OR LOSE IT: AN INTERACTIVE SOCIAL MEDIA INTENSIVE
PARALLELS:
“You are what you share.”
• You are more than just a product or a service.
• Consumers like to buy from people they trust. Be the EXPERT!
SOCIAL MEDIA AND REAL LIFE
LEARN IT OR LOSE IT: AN INTERACTIVE SOCIAL MEDIA INTENSIVE
DEVELOPING YOUR
• Set Google alerts for keywords/phrases to find content
• Examples: information security, regulations (HIPAA, FACTA, HITECH, state laws), ID theft, data breach
• Share useful information
CONTENT MARKETING STRATEGY
LEARN IT OR LOSE IT: AN INTERACTIVE SOCIAL MEDIA INTENSIVE
DEVELOPING YOUR
• Use Hootsuite, which is a free social media dashboard
• Share content and interact with Hootsuite
• Use Bitly to shorten links to help with character limitations
CONTENT MARKETING STRATEGY
LEARN IT OR LOSE IT: AN INTERACTIVE SOCIAL MEDIA INTENSIVE
BE CREATIVE!
• Communicate your personality to people
• Strike their interest and entertain
• Don’t be the commercial most people ignore
LEARN IT OR LOSE IT: AN INTERACTIVE SOCIAL MEDIA INTENSIVE
BE CREATIVE!
• Be original!
• Pull them to your profile
• Interact!
• “Like” and engage with other people’s content!
LEARN IT OR LOSE IT: AN INTERACTIVE SOCIAL MEDIA INTENSIVE
WHAT’S IN A “LIKE”?
• Increase your appearance as an expert
• Increase the number of viewers of your content
• Indirectly draw people to your profile to see what you offer
LEARN IT OR LOSE IT: AN INTERACTIVE SOCIAL MEDIA INTENSIVE
WHAT’S IN A “LIKE”?
• Respond to everything!
• Share the “Like”!
• Givers gain!
LEARN IT OR LOSE IT: AN INTERACTIVE SOCIAL MEDIA INTENSIVE
INTEGRATE
• Cross promote your social media profiles
• Include a social media promotion with your emails, flyers, invoices, brochures, etc.
LEARN IT OR LOSE IT: AN INTERACTIVE SOCIAL MEDIA INTENSIVE
INTEGRATE
• Pull current customers to your social media profiles
• “Like” their business pages
• Promote them to increase loyalty to you
LEARN IT OR LOSE IT: AN INTERACTIVE SOCIAL MEDIA INTENSIVE
INTEGRATE
• Encourage word-of-mouth marketing
• When they talk or like your content, their followers are led to your profile
• Draw more eyes to your content!
LEARN IT OR LOSE IT: AN INTERACTIVE SOCIAL MEDIA INTENSIVE
CONNECT, INTERACT,AND LEARN!
• Paul Garfunkel • Mike Sullivan• Karen Metz• Jeffrey Green• Taylor Oberst
• Kristina Carlberg• Bob Johnson• Tom Dumez• Angie Singer Keating• Drew Dekker• Drew Barwick
• Find us on LinkedIn where you will find links to our other social media profiles.
LEARN IT OR LOSE IT: AN INTERACTIVE SOCIAL MEDIA INTENSIVE
CONNECT, INTERACT,AND LEARN!
Find us on Twitter: @NAIDInc@BobatNAID @safeshredLA@ValleyGrnShred@PrivacyToday@dpwallace@idtheftprotect@PrivacyDigest
@ITRCSD@idexperts, @medawaydisposal@NetGainSEO
@LEARN IT OR LOSE IT: AN INTERACTIVE SOCIAL MEDIA INTENSIVE
You’d be crazy not to!www.naid-em.org
SOCIAL MEDIA METRICS & ROIDrew Dekker, NetGain
UNDERSTANDING
• Social media is not a sales tool, but rather a conversation tool that creates a foundation of trust. This can lead to sales opportunities.
• Tracking your social media metrics should go alongside tracking website metrics.
• There are five core social media metrics…
SOCIAL MEDIA METRICS
LEARN IT OR LOSE IT: AN INTERACTIVE SOCIAL MEDIA INTENSIVE
UNDERSTANDING
• Social Media Metric #1: Engagement
− Are fans/followers liking, commenting, retweeting or pinning the content you post?
− If no one is interacting, no one cares about the content
− Don’t be afraid to try different methods and tactics (use humor, personalize it, etc.)
SOCIAL MEDIA METRICS
LEARN IT OR LOSE IT: AN INTERACTIVE SOCIAL MEDIA INTENSIVE
UNDERSTANDING
• Social Media Metric #2: Reach
– Reach is the number of people you potentially have seeing your content
– How big is your audience? Track follows, fans, connections, etc.
– Is your reach increasing or decreasing?
SOCIAL MEDIA METRICS
LEARN IT OR LOSE IT: AN INTERACTIVE SOCIAL MEDIA INTENSIVE
UNDERSTANDING
• Social Media Metric #3: Referral Traffic
– Are your social posts driving traffic to your website?
– Google Analytics will provide this information– Helps identify which content and which sites
you should focus your effort towards
SOCIAL MEDIA METRICS
LEARN IT OR LOSE IT: AN INTERACTIVE SOCIAL MEDIA INTENSIVE
UNDERSTANDING
• Social Media Metric #4: Share of Voice
– How much are you mentioned in comparison with your competitors?
– Staying active will help you increase your share of voice
– Socialmention or Marketing Cloud are scraping tools that can help with SOV
SOCIAL MEDIA METRICS
LEARN IT OR LOSE IT: AN INTERACTIVE SOCIAL MEDIA INTENSIVE
UNDERSTANDING
• Social Media Metric #5: Influence
– The ability of you and your followers to influence people into action
– Continued participation and engagement will help build your influence
– Klout, PeerIndex and Kred are tools that help you determine your influence
SOCIAL MEDIA METRICS
LEARN IT OR LOSE IT: AN INTERACTIVE SOCIAL MEDIA INTENSIVE
UNDERSTANDING
• Streamline efforts to manage your online reputation.
• Use a tool like Hootsuite to schedule posts, track mentions, and engage with followers.
• Be proactive and respond to positive and negative comments about your business.
SOCIAL MEDIA METRICS
LEARN IT OR LOSE IT: AN INTERACTIVE SOCIAL MEDIA INTENSIVE
TRACKING
• How do you track your ROI from social media?
• Analyze your five key metrics
− Engagement, reach, referral traffic, share of voice, and influence
• Each should see positive growth, if you see a large decline it’s time to re-evaluate your strategy.
SOCIAL MEDIA ROI
LEARN IT OR LOSE IT: AN INTERACTIVE SOCIAL MEDIA INTENSIVE
TRACKING
• Utilize goal funnels and conversions with your analytics account.
• Track phone calls either by asking or automating it with a system like calltrackingmetrics.com.
• Evaluate your strategy quarterly, track sales conversions and don’t forget to factor in labor to determine your true ROI.
SOCIAL MEDIA ROI
LEARN IT OR LOSE IT: AN INTERACTIVE SOCIAL MEDIA INTENSIVE
FOOD FOR THOUGHT
• Is it better to have 10 regularly engaged followers or 1,000 followers who don’t engage with you?
• Facebook has over 1 billion users, while you can’t reach them all why would you avoid one of the most widely used websites on the planet?
LEARN IT OR LOSE IT: AN INTERACTIVE SOCIAL MEDIA INTENSIVE
You’d be crazy not to!www.naid-em.org
LET’S OPEN IT UP FOR QUESTIONS!Thank you for participating with us!