increasing profit margins with social media marketing

Increasing Profit Margins with Social Media

Marketing

Amiee KeenanMyappsanywhere@TheCloud_Amiee

EXTREMECRM2013 ANAHEIM

What Is Social Media?

• Think of Social Media as social networking–Meet new people– Engage with prospects– Build connections with existing

clients/prospects

• Major platforms for Marketers:

The Best Uses of Social Media

• Engaging with others

• Providing education to your market

• Breaking news and/or sharing updates on your company – *Be sure you aren’t violating industry laws*

The Worst Uses of Social Media

• Using channels to “blast” content (putting quantity over quality)

• Setting it and forgetting it

• Offering dicey personal or political opinions

What’s It Good for, Anyway?

• In 2012, 72.6% of sales people using social media out performed their sales peers and exceed quota 23% more often.

• More than half (54%) tracked their social media usage back to closed deals

*According to A Sales Guy Consulting and Social Centered Selling, March 26, 2013

What’s It Good for, Anyway?

• Generate leads

• Beat your competition

• Deliver top-notch customer service

• Be “findable”

Identifying a Successful Presence

• Followers who regularly interact (click, share, like) with your posts

• Followers who engage with your brand without prompting

• Adding new followers organically

REMEMBER:40 Active, Engaged Followers Is

Better than 40,000 Stagnant Followers!

Twitter• 140 character limit for tweets• Requires a “handle” (i.e.,

@YourName)– Should be intuitive (your business name)

• Requires a description–Add keywords (SEO)

• Add hashtags – #MSDYNCRM, #cloud, #eXtremeCRM

Twitter

Easy to remember handle

Relevant hashtags

Keywords for search engines Company

website (backlinks)

TwitterBest Practices:• Keep tweets short – don’t use all

140 characters!• Tag, tag and hashtag every time

you post content• Followed? Follow back, but with

discretion• RESPOND!

TwitterGenerating Leads:• Follow prospects (the Followback

principle)• Search topics and be creative by

responding to issues• Tweet relevant content, especially

from your company blog

LinkedIn• 200 characters• Three approaches:

– Personal profiles– Company pages– Groups

• Optimize profiles (keywords, websites, etc.)• Utilize professional content• Leverage career section• Endorse, comment, share and recommend

LinkedInCompany Pages:

Add logo (50x50)

Add banner image

Track post success with analytics

Also Add:• Descriptio

n• Products

& Services

• Locations• Specialtie

s• Relevant

groups

LinkedInPersonal Profile:

Professional headshot

Stay active!

Add professional and personal information

Also Add:• Skills and

Expertise• Language

s• Causes• Education• Groups

Personalize your URL

LinkedInBest Practices:• Comment on content you’re

sharing• Share/comment on your

connections’ content• Ask your co-workers to share

company content/job openings• Join relevant groups

LinkedInGenerating Leads:• Engage with anyone who

comments on your content• Share your company content

above all else• Ask questions—start a dialogue!• Run polls (groups)• Connect, connect, connect!!!

Facebook• 2,000 characters• Pages (not profiles)• Add company content or fun

content (i.e., photos, infographics, PR)

• Photo-friendly• Tough place for business marketing

Facebook

Add “Services”

Add custom banner. 20% text or less, or you’re rolling the dice

Add call to action

FacebookBest Practices:• Tricky algorithms (like Google)• NEVER schedule posts outside of

FacebookRumors:• Add links in the comments section• Photos get more views

FacebookGenerating Leads:• Advertising (expensive but can

work)• “Like” other pages as your page • Share content; invite co-workers to

like/share• Choose content that’s Facebook

friendly (the Goodwill factor)

Google+• Limit yourself to 500 characters• Yes, it does matter to marketers• Plus 1’s• Adding to Circles• Hashtags vs. +’s

Google+Add relevant partners, prospects, vendors to circles

Address, phone number, email address Add sites to

which you contribute

Verify your website

Google+Best Practices:• True purpose is SEO• Share your content above all

others• Use those +1’s• Don’t expect engagement• Add relevant groups, companies,

and prospects to your circles

Google+Generating Leads:• Remember: This is for SEO• If they’ve got Google+, add them• Create unique circles (prospects,

technology, Dynamics CRM, etc.)• Monitor (engagement does

happen)

Other PlatformsKlout• Tracks social media

influence• Shows effective

channels• Perks!

YouTube• Owned by Google• Optimize the

channel• Keep up the content

(and post to your website)

Pinterest• Great for

infographics

When Good Social Goes Bad

• Think before you respond– Is it a customer or prospect?– Is it a “troll”?

• Talk to the PR people (if you have them)

• Research the profile• Invite dialogue offline

What Not to Do:

Dominoes

What to Do:

Channel your inner Southwest Airlines

Questions?

Amiee Keenan, Myappsanywhereakeenan@myappsanywhere.com

@TheCloud_Amiee@Myappsanywhere

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