Susan Toalson - Advanced Networking and Business Development Events Presentation
Social Networking For Business Presentation
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Transcript of Social Networking For Business Presentation
What You Need to Know About Social Media to Promote Your Business
Presenter: De Boone, Social Media Strategist & Speaker
Overview
• Social Media Channels• 6 Steps to Creating a Social Media Plan• Budgeting for Social Media• Getting Started• Questions
What is Social Media?
• An ongoing conversation that’s happening RIGHT NOW
• A promotional channel for content distribution• Steady stream of information for:– Research– Feedback– Building Relationships with customers, clients,
contacts
Current Statistics
• Over 80% of people in the US have at least 1 social media account
• Social media makes up over 17% of all online usage– Overtaken email as #1 activity on the web
• As of February, 2011, there were 156 million public blogs
• 93% of Americans believe companies should have a social media presence
Social Media Statistics - Facebook
• 800 Million active users worldwide – 200 Million on mobile devices– Mobile users are twice as active as non-mobile users
• Average user has 130 friends• Over 900 million objects, people interact with– Pages– Events– Groups
• Average user creates 90 pieces of content/month• Fastest growing segment is 35-50 years old
Social Media Statistics - Twitter
• 200 Million registered users• Signing up 300,000 daily• 75% of traffic comes from outside twitter.com– Third party applications
• 55 Million tweets daily• Peak days to tweet are Tuesday & Wednesday
Social Media Statistics - YouTube
• More videos uploaded in 60 days than 3 largest networks create in 60 years combined
• 35 hours of video uploaded every minute• 2nd largest search engine on the web• 3rd largest website on the web
How is Social Media Used?
• Product/Service Feedback• Networking and Job Searching• Promotions• News• Internal communication
Case Study: Martell Home Builders
• Start using social media in May 2007• Uses Twitter, SmugMug, Facebook, Blog, Yelp• Works on social media 1 hour per day• Sold 16 homes in 2007, 40 in 2008, and over
100 in 2009• Sold one home using only social media– Never met the client in person
Case Study: Martell Home Builders
• Customer-centric strategy • Fresh blog content• GPS tracking in trucks with Google Maps– Keeps customers informed and workers accountable
• YouTube videos introduce customers to employees
• SmugMug keeps photo logs of customer projects– Customers log in to see project progress
• Currently has 12,000 twitter followers– Tweets about projects, tips, company updates
Case Study: Martell Home Builders
Why they are successful:
• Realized importance of relationships with customers
• Transparent• Well defined Social Objectives• Internal shared vision• Streamlined communication process• Sell experience to customers
Creating a Social Media Plan
• Preplanning• Listen to the Conversation• Create Your Target Profiles• Set Specific Goals• Join the Conversation• Measure ROI
Step 1 - Preplanning
Questions to ask internally:• Where do our customers get their information• What influences our customers? • How does information flow in our industry?• What promotional channels are we currently
using?– Are they working?
Asking questions indicates how social media can be used to complement your business goals.
Step 2 – Listen to the Conversation
• Secure your brand on social platforms– Usernames are often unique– Use consistent usernames across all platforms
• Set up monitoring channels– Google Alerts– Social Mention– Technorati– Twitter Search– Radian6
• Monitor influencers, competitors, blogs/comments, and industry news sources
Step 3 – Create Your Target
• Focusing on key target segments lowers marketing costs
• Example:– Target Audience is 25-35– $350 Billion in spending power– Spend 20 hours online weekly– 96% of them join social networks
• This information can be gathered through market research, surveys, or previous studies
Step 4 – Set Specific Social Goals
• Increase brand awareness• Increase traffic/Opt-ins• Develop business partnerships• Boost SEO results• Generate Leads• Reduce CRM costs• Increase Revenue
• 3 Phases of Social Equity– Awareness• Qualify fans and followers as leads
– Engagement• Increase long-term communication• Exclusive promotions will help turn advocates into
customers– Social Commerce• Determine small data set to introduce products to• Gather product reviews
Step 5 – Join the Conversation
Step 5 – Join the Conversation• Be Transparent and Authentic– Don’t be evasive– Offer your name, title, experience– Admit your interests in the topic– Define your credibility
• Strive to answer questions about your authenticity
• Don’t focus on selling, focus on engagement• Earn a reputation, then introduce trusted
products
Step 5 – Join the Conversation
• Be the expert in your industry– Write about what you know– Offer insights to those who ask for it– Share links to resources you think add to the
conversation
• When customers trust your content, they’ll trust your products
Step 5 – Join the Conversation
• Have rules of engagement – Know what to do with negative comments– Determine who is involved in responses– Admit to mistakes and thank those who bring it to
attention – Respond Kindly
• Share the rules with your team• Turn brand “detractors” into “advocates” – People remember bad experiences, but will buy again
if it’s corrected
Step 6 – Measure Your Returns
• What is a Return?– Non-financial • Visitors, word of mouth, page views, fans, followers
– Financial• Sales, Transactions, Coupons• ROI
• Not all returns have to be $$ to bring value
Step 6 – Measure Your Returns
• Qualitative– Are we part of our industry’s conversation? – How do our customers perceive us versus our
competitors? – Did we build key relationships?– Are we moving from monologue to dialogue?
• Quantitative– Website Analytics– Social Mentions– SEO Rankings– Linkbacks– Subscribers
Step 6 – Measure Your Returns
• Establish before/after baseline– What did our online environment look like before
social media?– What online channels were we using?– What does it look like now?
• Determine hard numbers here– 5.5% conversion rate before– 8.5% conversion rate now
• This baseline should track at least 6 months
Step 6 – Measure Your Returns
• Look at Key Performance Indicators (KPI)– Transactions– New Customers– Sales– Revenue– Average Order Size
• Use Google Analytics to determine exact numbers• What are the transaction precursors?
– Brand mentions– Loyalty metrics– Store traffic– Free sample offers
Step 6 – Measure Your Returns
• Overlay all timelines and look for patterns– SM Activities– Web Analytics– Store Metrics– Loyalty Metrics
• Circle areas where increases occur• How were specific numbers
achieved? – Facebook promotion– Product launch– Press release – Coupon offer
Budgeting for Social Media
• What to budget for:– Time– Design and Branding– Analytics Tools– Social Monitoring– Automation Applications– Social Media Advertising– Outsources/Consulting
How to Get Started
• Start with platforms you can actively maintain• What outsourcing is needed?– Design, development, content management, market
research• Plan your content flow– Will you push content through all channels?
• Find tools to automate processes– Tweetdeck– Hootsuite– Sendible
Additional Resources
• Blogs– Socialmediaexplorer.com– Socialmediatoday.com– BrianSolis.com– Mashable.com
• Tools– Tweetdeck.com– Ping.fm– Hootsuite.com– Trackur.com– Socialmention.com
Questions?
• For a free consultation on how we can help you take advantage of the opportunities provided by social media, please contact me with the details below:– Email: de.d. [email protected]– Phone: 203.424-1243– Website: www.deboone.biz– Facebook Page: facebook.com/SocialAbundance