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: BarbB@atsmobile.comFACEBOOK: Facebook.com/atsMobileNOWLINKEDIN: linkedin.com/in/barbosierPINTEREST: coffeegoddessOFFICE: (515) 850-1162

Thanks for attending!