Social Media Strategy
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CREATING A SOCIAL MEDIA CAMPAIGN TO GROW YOUR BUSINESS Metalcon - October 22, 2010 Las Vegas, Nevada 1 Monday, October 18, 2010
Transcript of Social Media Strategy
CREATING A SOCIAL MEDIA CAMPAIGN TO GROW YOUR BUSINESS
Metalcon - October 22, 2010Las Vegas, Nevada
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WHAT IS SOCIAL MEDIA?And how do you develop a Social Media strategy?!
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DEFINITION OF SOCIAL MEDIA
• Social Media is an EXTENSION of the experiences you already create with people and markets... on steroids!
• It is a MIRROR of real world behavior.
• Social Media enables you to sell IDEAS, ATTITUDES and BEHAVIORS... product follows.
• Social Media is another tool to communicate with your customers in a way that THEY WANT to be communicated with.
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WHY IS SOCIAL MEDIA IMPORTANT TO YOU?
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WEB BASED SOCIAL MEDIA IS HERE TO STAY... LIKE IT OR NOT
• Facebook has a population of REGULAR users that is LARGER than the United States!
• Fully half (150 million) of regular Facebook users are Americans
• Google has become a verb
• 100 million people view YouTube videos more than once per week
• There are 75 million Twitter accounts... and growing by 6.2 million per day
• Facebook, Twitter and YouTube are becoming major search platforms in addition to Google
• 72% of Americans between the ages of 25 - 49 send text messages daily
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AMERICANS SPEND MORE TIME ON SOCIAL NETWORKS THAN OTHER ONLINE ACTIVITY
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PEOPLE WHO USE SOCIAL NETWORKS ARE YOUR CUSTOMERS
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CONSUMERS AND COMMERCIAL BUYERS RELY ON SOCIAL MEDIA FOR BUYING DECISIONS
• 70% of buyers said customer reviews and ratings were very important when selecting a product.
• 56% of Social Media users feel both a stronger connection with and better served by companies when they can interact with them in a social media environment. 0 10 20 30 40
Word of Mouth
Brand/Product Awareness
Increased Customer Loyalty
Customer Generated New Ideas
Top Objectives Achieved
Source: Beeline Labs, Deloitte and the Society for New Communications Research9
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SO, HOW COULD ANY SERIOUS BUSINESS PERSON
IGNORE SOCIAL MARKETING?
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HOW TO CREATE A SOCIAL MEDIA STRATEGY
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FOUR PART STRATEGY
• Communicate - Who you are, what you do and how you do it
• Educate - how you can help customers and potential customers with their problems, make them money, etc
• Cultivate - a following of customers and potential customers
• Generate - by Communicating, Educating and Cultivating you are then in the position to generate all of that into SALES.
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COMMUNICATE, EDUCATE, CULTIVATE, GENERATE
Online Tool Purpose of Tool KPI
WebsiteTo recreate your best sales personProvide PRODUCT informationGENERATE leads
Leads generatedSEO RankTime spent/number of pages viewed
FacebookPersonal connection (Communicate)Highly targeted advertising (Cultivate)
Number of “friends” that are potential customersEngagement - dialogue, click throughs
TwitterRapid COMMUNICATION of timely information (Educate)
Number of followersClick throughsReTweets & @ mentions
LinkedInProfessional networking (Communication, Cultivation)
Number of connectionsClick throughsEmail inquiries
YouTubeDemonstrations (Educate) Number of views
RatingsClick throughs
BlogTimely detailed information (Educate, Cultivate)
Number of hitsClick throughsComments
Constant ContactTargeted COMMUNICATIONGENERATE response
Click throughsPromotion results
Texting CampaignTargeted COMMUNICATIONGENERATE response
Calls generated
Map-a-listAn online map showing the location of each project you’ve done (Cultivate)
Customer visits
FlickrSite to capture all of your project photography (Communicate)
Number of hitsClick throughs
Google Reviews Encourage customers to write positive reviews on their experience (Cultivate)
Number of positive reviews
Angie’s List Encourage customers to write positive reviews on their experience (Cultivate)
Number of positive reviews
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COMMUNICATE, EDUCATE, CULTIVATE, GENERATE
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Your Website
SALES!
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WHO SHOULD LEAD THE SOCIAL MEDIA CAMPAIGN?
•Owner or President!!!
•Marketing lead
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Online Tool Purpose of Tool KPI
WebsiteTo recreate your best sales personProvide PRODUCT informationGENERATE leads
Leads generatedSEO RankTime spent/number of pages viewed
FacebookPersonal connection (Communicate)Highly targeted advertising (Cultivate)
Number of “friends” that are potential customersEngagement - dialogue, click throughs
TwitterRapid COMMUNICATION of timely information (Educate)
Number of followersClick throughsReTweets & @ mentions
LinkedInProfessional networking (Communication, Cultivation)
Number of connectionsClick throughsEmail inquiries
YouTubeDemonstrations (Educate) Number of views
RatingsClick throughs
BlogTimely detailed information (Educate, Cultivate)
Number of hitsClick throughsComments
Constant ContactTargeted COMMUNICATIONGENERATE response
Click throughsPromotion results
Texting CampaignTargeted COMMUNICATIONGENERATE response
Calls generated
Map-a-listAn online map showing the location of each project you’ve done (Cultivate)
Customer visits
FlickrSite to capture all of your project photography (Communicate)
Number of hitsClick throughs
Google Reviews Encourage customers to write positive reviews on their experience (Cultivate)
Number of positive reviews
Angie’s List Encourage customers to write positive reviews on their experience (Cultivate)
Number of positive reviews
COMMUNICATE, EDUCATE, CULTIVATE, GENERATE
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TOOLS TO HELP
Tool Purpose Website
Twello Find targeted people to follow on Twitter www.twellow.com
Google Alerts Get daily notification of web mentions on key words you specify www.google.com/alerts
Website Grader See how your site ranks in attracting clients www.websitegrader.com
Bing Track yours and others social media hits www.bing.com
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CAN YOU OUTSOURCE SOCIAL MEDIA?
Sort of...
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SOCIAL MEDIA COMPANIES
ResourceSocial Media
Strategy Development
Set up Social Media Platform
Content Development and
Management
Coaching/Training(DYI)
Web Development SEO
www.mediamarketers.com
X X X X
www.inklingmedia.net
X X X
www.twospuds.com
X X X X X X
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KEYS TO SUCCESS
• Understand that success in social media is a MARATHON, not a sprint!
• Content is king - engage in a two way conversation
• Identify the right friends, followers and connections
• Measure your results monthly
• Test new ideas regularly
• Be current
• Study
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AVOID THESE TRAPS• Infrequent up dates
• The hard sell
• Bad grammar and spelling
• Keep it short - the Internet causes ADHD
• Not managing your connections
• Spamming... its easier than you think
• Avoid arguments, politics and religion
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EMPLOYEE USE OF SOCIAL MEDIA
• ENCOURAGE IT!
• Have a well defined policy
• Have your employees sign off on the policy
• Train them in the use of social media tools
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SOME FINAL NOTES...
• Social Media is here to stay
• It directly impacts the construction industry
•Done properly, it is a force multiplier
• A Social Media strategy has to be integrated with your overall strategy
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QUESTIONS?
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