The 5 Biggest Mistakes Businesses Make on Social Media
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The 5 Biggest Mistakes Businesses Make on Social Media presented by Barb Osier Breeser August 21, 2014
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ATS Mobile's Barb Osier Breeser's webinar as part of the MOBILE MARKETING KNOWLEDGE COLLEGE. Here are some of Barb's excerpts from her speech which you can find on You Tube at http://youtu.be/Y2xVC7J62Pw?list=UU89rtAQGoDUy9_h6QIaOhYg We are going to talk about 3 things today: • What are the right platforms to be on? • What are some best practices for social media? • AND the 5 mistakes many businesses make with social media By going over the 5 Mistakes most businesses make in social media, we’ll uncover the right platforms and the best practices for using social media. Facebook Stats: (source Facebook newsroom) as of June 2014 – Facebook averages 829 million daily active users And an average of 654 million mobile daily active users 30 million businesses now have a Facebook Fan Page. 19 million businesses have optimized their Fan Page for mobile. 1.5 million businesses now spend money on Facebook ads. 399 million Facebook users only use Facebook on mobile each month. Twitter Stats – Micro Blogging site 560 million active users 5700 tweets every second Pinterest Stats– 70 million active users Instagram Stats - 150 million active users Google+ claims 400 million active users LinkedIn 240 million active users. Isn’t it amazing – all of those things used to fit in your pocket. Today many of us walk around with a computer in our pockets where we can instantly access data on just about anything we could possibly want to know. Business Communication has evolved too. Advertising, marketing and communication has evolved from the traditional venues of TV, radio, newspaper advertising, direct mail, telesales and should now also include some combination of social media all leading into and out from a well designed website that works well on ALL devices: laptops, desktops, mobile phones and tablets. It is a FACT - Social media – is conversations online. Conversations on steroids powered by the internet You’re on every platform, even the ones that don’t make sense for your business. You need to learn and understand the demographics of the various platforms, and then line them up with your customer base. Think of it like this: if you are company that sells saddles and bridles for horseback riding, in the past you might have advertised in Horse & Rider magazine and on radio stations playing western music. You might have a booth at the State Fair. Why? Because that’s where a good majority of your customers would be and more importantly – that’s where they would be IN THE RIGHT MINDSET to be discussing riding, riding equipment, horses, etc. It’s no different today. You need to determine where your customers are spending time online and with whom. What frame of mind are they in when they are there? If you’re selling professional services to business professionals, your clients are on LinkedIn. If you’re selling to young moms, your clients are likely on Instagram, Pinterest, and Facebook.
Transcript of The 5 Biggest Mistakes Businesses Make on Social Media
The 5 Biggest Mistakes Businesses Make on Social Media
presented by
Barb Osier BreeserAugust 21, 2014
Our Silver Anniversary • Established July 15, 1989
Stability • Still owned by two original partners • VP Engineering with ATS since 1995
International • Philadelphia, 1989• London, 1992• Toronto, 1993• Prague, 1997• Taipei, 1998
Celebrating 25 Years in Business
• What are the right platforms to be on?• What are some best practices?• 5 mistakes many businesses make with social media
•Hashtag for today’s webinar: #atsmobile
Today’s Agenda
FACT: It’s not going away. It connects the world.
MISTAKE #1: YOU IGNORE SOCIAL MEDIA
TIMES CHANGE.
Business communication has evolved, too.
A great break down of 6 of the most popular social media sites.
from Media Bistro
FACT: Social Media is Conversations. ONLINE.
MISTAKE #2: YOU’RE ON EVERY PLATFORM
…even the ones that don’t make sense for your business.
• Understand the landscape and demographics of various platforms• Where are they? ASK them!
Where are your customers?
If you’re selling professional services, your clients are on LinkedIn.
If you’re selling to young moms, your clients are on Instagram, Pinterest, and Facebook.
If you’re selling to homeowners, your clients are on Facebook and Instagram.
FACEBOOK: Like a Company Picnic or Local Pub
TWITTER: Like a Trade Show or Networking Event
LINKEDIN: Like the Chamber of Commerce
PINTEREST: Like Your Refrigerator or Bulletin Board
Social media is about ENGAGING your customers – it’s not a broadcast medium!
MISTAKE #3: YOU PROMOTE WITHOUT PROVIDING VALUE
Goal is turn your customers into FANS and your FANS into raving fans, brand promoters and volunteer marketers.
Gain insight about your customers’ behaviors.
Use these tools to change the way you do your business rather than seeing them as additional channels to blast your message
GIVE VALUE FIRST
Remember, this is about the value you can offer and your brand promise. This is your BUSINESS!
MISTAKE #4: THE PERSON RUNNING YOUR SOCIAL MEDIADOESN’T UNDERSTAND BUSINESS
Your teenager has a Facebook page, so you put her in charge of Social Media?
Your teenager has a calculator, so you put him in charge of Accounting?
WHO RUNS YOUR SOCIAL MEDIA?
Social media should not be an afterthought to your marketing strategy.
It should be an integral part of your marketing planning and strategy from the outset.
MISTAKE #5: YOU DON’T HAVE A SOCIAL MEDIA STRATEGY
What are your goals?
Who is your customer?Have you developed your client personas?Where does your customer spend time online?Is your customer using a mobile device?
What great content do you have that can tell your story? Who will be in charge of that content? Where, when and how will the content be shared?What is your online crisis management plan?How often will you post? Are you using social media as a customer service tool? Which employees will be encouraged to contribute to your social media?
DEVELOPING YOUR STRATEGY
Target based on behaviors.
With paid advertising on social media, you can tap into people’s interests to find exactly the right customers to advertise to, in only the geography you want.
Beyond the people who LIKE your page, you’re putting content in front of thousands of NEW, POTENTIAL fans!
• Boost awareness, engagement, leads and sales• Relatively low cost per thousand (CPM)• Reach as many if not more people than radio or TV, in
any country• Facebook allows people to turn off ads that don’t
appeal to them, which ultimately makes the ads they DO see more relevant and contextual for them.
USING PAID SOCIAL MEDIA ADS
Here are just a few of the targeting options:
GeographyLanguageAgeGenderEmployerIncomeEducationJob TitleRelationship statusInterests: “Liked” TV Shows, Movies, Music…
You can even import your own email lists and find the matching users!
1. Don’t continue to ignore social media2. Identify and participate in the social media
platforms that make sense for your business3. Remember the 80/20 rule: 80% value, 20%
promotions4. Make sure that the person(s) managing your
social media understands your business, your customers, the value you offer, and your brand promise
5. Include social media in your strategic planning. 6. Consider Facebook & other social media
advertising to boost engagement and increase sales.
LET’S SUMMARIZE
Let’s connect!Barb Osier BreeseratsMobileDigital Mobile Marketing Strategist
TWITTER: @barbosier EMAIL: [email protected]: Facebook.com/atsMobileNOWLINKEDIN: linkedin.com/in/barbosierPINTEREST: coffeegoddessOFFICE: (515) 850-1162
Thanks for attending!
