Line X 11.13.09
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Transcript of Line X 11.13.09
How to Use Social & New Media to Manage Your Franchise Online
November 13, 2009
Greg BozigianNew Media Marketing Specialist
Cygility.com
Agenda
• What is Social Media?
• Why is it important?
• How to incorporate social media into your overall marketing strategy
• How to track and monitor your brand in social media
• Ways to attract more website visitors and inquires from social media
• How to increase franchisee traffic and optimize search engine traffic with must-know SEO tools and strategies
“Let Your Fingers Do The Walking ”
The Yellow Pages Was The Place
“The average cost of half page Yellow Pages display ad for one full year is over $15,000” ezinearticles.com
•76% reach of the population in an average month • 57% in the average week
Is Your Print Ad Enough?
• Social Networking• Blogging • Ratings & Reviews • Twitter
You’ve Heard All The Buzz:
“I’m not 15… I don't understand this
Social Media stuff.”
What is Social Media?
Similar to a business cocktail reception or chamber of commerce mixer without the
constraints of time or space(Other people can listen in easily)
“It’s media (content that is published) with a social (anyone can add to it)
component.”
Why is Social Media So Important?
The conversation has already started…
• Social Media helps with Search Engine Optimization (SEO)
• Social Media promotes your franchise
• Social Media is Permission based
Social Networking
• Sparks Interaction• Builds Trust• Adds Communication• “Markets not Sells”• Generates Referrals
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Agenda
• What is Social Media?
• Why is it important?
• How to incorporate social media into your overall marketing strategy
• How to track and monitor your brand in social media
• Ways to attract more website visitors and inquires from social media
• How to Increase franchisee traffic and optimize search engine traffic with must-know SEO tools and strategies
Social Media & Your Local Marketing Strategy
• Meet people and start conversations
• Answer questions –help others
• Ask questions –trust others’ advice
• Become a real member of the community
• Add value to the community
• Turns emails into blog posts
• Turn forum posts into blog posts • Shoot videos at events and installations • Interview customers for your blog • Share lessons you learn
How to Incorporate Social Media into your Overall Marketing Strategy
Anyone Can Publish Anything
Publishing Tips for Social Media
• Publish everything you have anywhere you can
• Monitor what others publish, promote it • Empower your customers to publish
• google.com/blogsearch • Technorati.com • Existing blogs • IndustryTwitterers
Monitor What’s Published
Promote Flattering Content
Empower Customers To Publish
Ratings & Reviews
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• What Other People Think Of You• What Other People Think Of
Your Work• Builds Trust• Establishes Community• Gives Credibility• Generate Referrals
How Do You Get Rated?
• Establish a Social Profile• Talk About Your Experience• Invite Your Customers• ASK For A Review• ASK For A Rating • The Goal
– Get Others To Comment
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How to Incorporate Social Media into your Overall Marketing Strategy
Monitor What’s Being Shared
Del.icio.us Market Research
Where Does Your Audience Hang Out
http://www.doshdosh.com/list-of-social-media-news-websites
How to Incorporate Social Media into your Overall Marketing Strategy
• Make new friends • Find your existing customers and
friends • Network through groups • Add to your email signature,
blog articles, bio or profile… • Be helpful
– Answer questions – Share interesting content – Make connections
Networking Tips for Social Media
Agenda
• What is Social Media?
• Why is it important?
• How to incorporate social media into your overall marketing strategy
• How to track and monitor your brand in social media
• Ways to attract more website visitors and inquires from social media
• How to Increase franchisee traffic and optimize search engine traffic with must-know SEO tools and strategies
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What Should You Do?
1. Establish Yourself As A Professional
How Do You Socialize Online?
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• Set Up A Personal Profile• Add Contact Information• Add Pictures and Video• Give Advice, Help Others • “Smile”• The Goal
– Build Relationships-Don’t Sell
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What Should You Do?
2. Build Your Location Profile
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What Should You Do?
3. Publish Your Past & Current Projects
Blogging
• Establishes You As An Expert• Increases Interaction• Gets Your Message Out• Sells Through “Advice”• Builds Trust• Generates Referrals
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How Do You “Blog”?• Join a forum
• Comment on Industry News• Give Relevant Advice• Boast “Favorite” Products• Publish Experience Based Tips• The Goal
– Be Active, Relevant and An Expert30
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• Real Time Communication• Non Intrusive• An Always On Touchpoint• “What’s Happening Now” Affect• Builds “Followers”• Generates Referrals
How Do You Tweet?
• Sign Up• What Are our Doing?• Ask Customers, Colleagues &Friends
to Follow You• Have Fun• Don’t Sell • The Goal
– Get Noticed
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Agenda
• What is Social Media?
• Why is it important?
• How to incorporate social media into your overall marketing strategy
• How to track and monitor your brand in social media
• Ways to attract more website visitors and inquires from social media
• How to Increase franchisee traffic and optimize search engine traffic with must-know SEO tools and strategies
Search Engine Optimization (SEO)
• SEO refers to techniques that help your website/ social profile rank higher in the organic/natural search results.
• This helps more people
who are looking for your product or service find you.
Buyers Start in Google
Search Engine Optimization
• 3000 search's per second– Publish your content– Optimize your content
Organic Search Is Best
• Free• More Traffic• Better Quality• Longer lasting
Source: Marketing Sherpa and Enquirio
How Does Google Decide
• On page factors• 25%
– Content
• Off page factors • 75%
– Links
Self Service SEO…Absolutely• It’s not rocket science• Content is king
– Gallery section– Testimonials – Special offers
• Read a lot of blogs• Do your research• Start small and work your way up• Track and measure-know what works
75% Of SEO is Done Off Page
• Recommendations from friends
• “I know Jack Synder”
• “Jack Synder did a great job installing my LINE-X bedliner”
• Greg Bozigian “Jack Synder is a real LINE-X expert”
Link Building
• Partners• Directories• Content is King• Be active on social networks• Start a facebook group• Start a blog• Post viral isntallation videos,
customer photos• Answers, forums, Wikis
More Content=More Links
Caution
• Business content DOES NOT mean content about the products and services you sell
• Create content that’s useful and interesting to your target personas
• DON’T SELL
Local & Social Search Players
Agenda
• What is Social Media?
• Why is it important?
• How to incorporate social media into your overall marketing strategy
• How to track and monitor your brand in social media
• Ways to attract more website visitors and inquires from social media
• How to Increase franchisee traffic and optimize search engine traffic with must-know SEO tools and strategies
Measurement Metrics
• Video views on YouTube• Friends on Facebook or LinkedIn • Votes for blog articles • Posts in forums• Questions answered on Yahoo Answers
Conversion Metrics
Questions?
• “Raise Your Hand”• Greg Bozigian
• Post questions in your LINE-X forum
We’re Here To Help!
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