Social Media Optimization for Business 2013
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SOCIAL MEDIA OPTIMIZATION FOR BUSINESS
F e b r u a r y 2 6 , 2 0 1 3
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W H AT A R E W E C OV E R I N G TO D AY
! Background
! 4 social media myths busted!
! Best practices in social media
! Business tips for Facebook, Twitter and LinkedIn
! Q & A
! Download presentation http://bit.ly/127l4sl ! Appreciate your comments J
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A L I T T L E A B O U T M E
! Digital marketing for 13 years ! Founder, StringCan Interactive
! Co-Founder, ShopTab
Connect with Me: ! linkedin.com/in/jayfeitlinger ! @JayFeitlinger
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E X P E R I E N C E A W E S O M E C L I E N T S I ’ V E H E L P E D
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source: YouTube http://bit.ly/13cju83
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CUT THE NO ISE
SMB FOCUSED
STRATEG IC
PROBLEM SOLVERS
TWO MANY
OPTIONS WH ICH ONE IS R IGHT?
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4 S O C I A L M E D I A M Y T H S
image source: http://joesterloriagroup.com
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1 . S O C I A L M E D I A I S F R E E
image source: www.freegreatpicture.com
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1 . S O C I A L M E D I A I S N OT F R E E
! Resources managing your community ! Researching tools to improve management
! Content development / management / calendar
! Social sentiment monitoring what people are saying about your brand
! Analytics to determine performance
! If done right it could easily be 1+ full time job
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2 . D O E S N ’ T G E N E R AT E R E V E N U E
Enough talk already!
Show Me The Money
image source: www.howmanyarethere.org
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2 . D O E S G E N E R AT E R E V E N U E
! Grew 18% in revenues over the last 12 months, compared to the least engaged companies who saw decline of 6% in revenue during same period
source: http://slidesha.re/ZzEPap
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2 . D O E S G E N E R AT E R E V E N U E
! Increased brand awareness and over $6.5MM in ’09 sales source: Dell http://dell.to/15LpHqT
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2 . D O E S G E N E R AT E R E V E N U E
source: Social Media Examiner http://bit.ly/V34G7S
F O R S M A L L E R B U S I N E S S TO O …
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3 . M Y C U S TO M E R S A R E N OT O N S O C I A L M E D I A
image source: www.chitchatmedia.com.au
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3 . YO U R C U S TO M E R S A R E O N S O C I A L M E D I A
! Social Networks now reach 1.43 billion users!
! 19.2% YOY increase
stat source: www.emarketer.com
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3 . YO U R C U S TO M E R S A R E O N S O C I A L M E D I A
source: http://stateofthemedia.org
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3 . YO U R C U S TO M E R S A R E O N S O C I A L M E D I A
source: http://socialhabit.com
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3 . YO U R C U S TO M E R S A R E O N S O C I A L M E D I A E V E N I F B 2 B
source: LinkedIn http://bit.ly/Wa5HNc
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4 . M Y B U S I N E S S I S B O R I N G
image source: www.revl.com
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4 . YO U R B U S I N E S S I S N OT B O R I N G
image source: www.steelmasterusa.com
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4 . YO U R B U S I N E S S I S N OT B O R I N G
image source: www.steelmasterusa.com
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4 . YO U R B U S I N E S S I S N OT B O R I N G
image source: www.steelmasterusa.com
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I T ’ S N OT A B O U T S O C I A L M E D I A
! Showing you solve customer problems ! Prove you know more than your competitors ! That you actually care and are human ! It’s a great (and probably the best) channel to engage
with your customers. ! Listen! Learn! Engage! ! Let’s get started…
I T ’ S A B O U T …
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S O C I A L M E D I A B E S T P R A C T I C E S
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D O N ’ T D O T H E S E T H I N G S
! Hire a college intern to handle all your social media ! Focus on fan count – Instead quality vs. quantity ! Bug your family and friends to like all your posts ! Join every social network unless you do what I do J
check out http://bit.ly/WjZSHD
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W H E R E TO S TA RT ?
image source: www.artfire.com
! You need to create a plan
! Align your business objectives with your customer
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Q U E S T I O N S TO A S K F O R A P L A N
! What is your objective? Fans? Leads? Traffic? ! Where are your customers? What social platforms? ! What type of information (content) are they most
interested in? ! What are their objectives? What problem(s) do they have
that they want you to solve? ! How is your site generating traffic today from social? ! Who are your competitors? ! What are your competitors doing on social media?
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L I S T E N B E F O R E E N G A G I N G
image source: lumpsandbumps.wordpress.com
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M A I N TA I N C O N S I S T E N T B R A N D
! Ensure your brand image is identified clearly and consistently across all media platforms.
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C O N T E N T I S S T I L L K I N G
! Make sure to deliver ! Interesting,
! Relevant and
! Unique content
image source customized: www.pillowsonline.com.au
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S H O U L D B E I N T E R E S T I N G
! Before you post, ask yourself: Is this something our audience wants to interact with?
! Is it… ! Thought provoking?
! Fun?
! About cats?
image source: www.fark.com
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S H O U L D B E R E L E VA N T
! Before you post, ask yourself: Is this in line with our brand and audience?
! Is it? ! Related to our brand?
! Within our tone & voice?
! What our audience expects or desires?
image source: www.reachingcampus.com
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C O N T E N T S H O U L D B E U N I Q U E
! Before you post, ask yourself: Does this content help your business stand out?
! Is it? ! Different?
! Helps our brand cut the noise?
! Not TOO far out there?
image source: www.stage2planning.com
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A N YO N E C A N C R E AT E I N T E R E S T I N G C O N T E N T
image source: geezerhut.com
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image source: www.dollarshaveclub.com
Over 9 million YouTube Views
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S O C I A L M E D I A T I P S
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G E T C O N T E N T O N TO N E W S F E E D
image source: www.socialbizdiva.com
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C L O S E T H E L O O P
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TA R G E T I N G YO U R A U D I E N C E ! Target the right audience
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L A N D I N G A P P F O R J U S T T H E L I K E
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L I K E YO U R C L I E N T S
image source: www.drawingtimenow.com
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L I K E YO U R C L I E N T S
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T U R N O N R E C O M M E N D AT I O N S
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T U R N O N R E C O M M E N D AT I O N S
! On edit page, adding address and checking off “show this map on the page.” turns on the recommendation widget
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L E V E R A G E FA C E B O O K E V E N T S
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C H E C K O U T FA C E B O O K I N S I G H T S
! Look at Facebook metrics to learn what works best and build upon your success and improve where necessary
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L E A R N F R O M T W I T T E R
source: https://business.twitter.com
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L I S T E N A N D N E V E R S TO P
! http://search.twitter.com
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G E T M O R E R E T W E E T S
Download Infographic http://bit.ly/YL9YTo
source: www.danzarrella.com
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C A R E F U L W I T H S C H E D U L I N G & N OT C O M E B A C K
! Key to Twitter success is engagement
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L E V E R A G E L I S T S
https://twitter.com/jayfeitlinger/local-first-arizona
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# U S E H A S H TA G S S PA R I N G LY
source: tomfishburne.com
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P I M P O U T YO U R P R O F I L E
! Complete your profile
! Tag skills & expertise
! Link to your website
! Add Video / Slides
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T H E N P I M P YO U R C O M PA N Y PA G E
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P E R S O N A L I Z E R E Q U E S T S ! Make standard connect requests more personal
! Follow up after you meet someone new but let them know you are going to do that (e.g. via email).
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R E C O M M E N D OT H E R S
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J O I N TA R G E T E D G R O U P S
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S U M M A RY O F T H E M A I N TO P I C S
! You need a plan before you start running in the race ! Understand who your customer is and what they need
! Prioritize your energy on the social media networks where your customers are already on
! Listen and then engage
! Create interesting, relevant and unique content
! Rinse & Repeat
! Focus on the networks that make sense for YOU!
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T H A N K
Y O U
“If you want to create change, start small and do something remarkable.”
- Seth Godin
! Download presentation http://bit.ly/127l4sl ! Appreciate your comments J
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C O N N E C T W I T H J A Y
J AY F E I T L I N G E R J AY @ S T R I N G I N T E R A C T I V E . C O M 6 0 2 . 7 4 0 . 6 5 0 2
S T R I N G C A N I N T E R A C T I V E . C O M FA C E B O O K . C O M / S T R I N G C A N T W I T T E R . C O M / S T R I N G C A N A G E N C Y
C O N N E C T W I T H S T R I N G C A N