are you winning (or losing) business with social media?
TRANSCRIPT
WEBINAR
Are You Winning
(or Losing!) Business
with Social Media?
Learn how to keep up with the social
media space and leverage it to help
grow your Community Association
Management Company.
Today’s Agenda
Social Media
What does it mean to you?
Purpose of each platform.
How you can leverage each one
to win more business.
Review Sites
What are people saying about
your business?
How you can change the
conversation to prevent from
losing business.
What should you expect from
Social Media?
Social Media helps you to make a connection – with prospective clients, existing clients, homeowners, vendors, your peers – anyone who is looking for what you have to offer. Once the connection is made, it’s up to you to nurture it.
Social Media is not…
Social Media is not a gimme. You are putting real
information out in the world for real people to find. If what
you put out is poorly written, boring, too advertorial or too
self-aggrandizing, people will go somewhere else.
Social Media
There’s a lot (LOT) out there!
Choose the networks that
meet your needs as a
business.
Use a Social Media
management/scheduling
tool (like Hoot Suite)
Social Media doesn’t have
to be a full time job.
This is the new “Word of
Mouth”
Your board members and
homeowners are already
there!
Filter Out the Noise!
Social NetworksWhich social media networks can help you in association management?
The ‘personal’ social network.
Build a community among
your clients and homeowners.
The ‘business’ social network.
Be where your prospects go
when they are in a business
frame of mind. Network with
peers and industry insiders.
The ‘quick’ social network.
Provide fast news,
information and updates for
the busy prospect or client.
Google+
The ‘search’ social network. Increase search engine results by linking content.
The ‘visual’ social network. Link to images and articles that are relevant to your audience.
Yelp
The ‘local reviews’ network. Connect with local people looking for the services you offer. Respond to reviews (positive AND negative) to create a positive impression.
Why Should You Care?
1.06b active monthly users
42% of US Population
How Can You Leverage It?
Create a company page (free)
Link company page to website
Keep a friendly, personable
tone – it’s a conversation with
your clients.
Personalize your company
through images and
community building updates.
Encourage homeowners and
clients to ‘like’ your page.
Utilize analytics data to
maximize your reach.
The goal is to build a positive
impression for current clients
and drive interest in further
services.
Why Should You Care?
200m active users
4 out of 5 drive business
decisions(!)
How Can You Leverage It?
Create a personal profile
Connect to business
associates –
(NETWORKING!)
Complete your profile
Create a company page
Add product pages to
showcase services
(customize to audiences)
Collect referrals and
recommendations
The goal is to network
professionally and drive
further interest in your
services.
Post regular updates to your company page (always link back to your website or a call to action).
Add Product Pages for each service you offer
Customers can post reviews on any product page
Product pages can be customized with photos, offers, etc.
Create targeted product page sections based on LinkedIn’s demographics, such as number of employees, location, and job title.
How to Maximize Your
Linkedin Company Page
TIP: You must have an email at the same website address to create a company page.
Why Should You Care?
277% more effective than other
social networks for B2B
How Can You Leverage It?
Join groups based on industry
topics (where your potential
customers will be)
Become a top influencer
Adopt a ‘signature’ that you
include in all posts (with a
link to your website)
Answer questions, comment
on issues with relevant
feedback.
Create topics with questions,
surveys and articles that are
pertinent to community
associations
Linkedin Groups
The goal is to establish
yourself as a thought leader
and bring interested parties to
your site.
Why Should You Care?
64% of users are more likely to
buy the brands they follow
40% growth in 2012 made this
the fastest growing network
How Can You Leverage It?
Create a company profile, OR a
personal profile at your
company (@name_company)
Insert the Twitter feed widget on
your website.
Tweets should be 70/30 (70%
not self-promotion) Examples:
Share interesting content
Respond to your audience
Retweet relevant content
Promote Industry events (that
you will be attending!)
The goal is to provide sound
bytes for users to keep up with
news and changes at your
company.
TIP: If you do setup Twitter, be
sure to MONITOR it! 56% of
customer tweets to companies are
being ignored.
Why Should You Care?
100m active users
Improves your authority to
Google search.
How Can You Leverage It?
Create a personal profile
Post all content you produce
(blogs/articles/whitepapers)
to boost authority (your pic
will show in Google search
results)
Create a company page
Post regular links when your
online content is updated.
Google+
The goal is to establish
yourself (personally) as a
subject matter authority, thus
getting your company more
easily found in Google search.
Why Should You Care?
3rd largest social network (30-
fold increase in 6 months)
87% women with some college
education
How Can You Leverage It?
Create a business page
Share links to content you
create, interesting pages,
photos of your company…
TIP: Pinterest is a fabulous resource for connecting with homeowners. For great examples of Pinterest use for association management, check out Associa’s Pinterest page.
The goal is to develop a
moderated link library to draw
in and engage your intended
audience.
If the people you need to
connect with already have a
community, participate with
them where they are.
Be a brand ambassador for
your company.
Be consistent.
Ask questions and solicit
feedback.
Always respond to all
comments and mentions, even
negative ones.
Avoid one-way conversations -
speak WITH your audience, not
TO them!
Give back, reciprocate, and
recognize notable contributions
from your audience.
Social Media is a
Conversation
Follow these tips to insure
social media success…
Avoid Losing Business from Social
Media Reviews
Sites like Yelp, Google Local, and Angie’s List track
reviews of local businesses. If you are not involved in the
conversation, you may be losing business!
Reviews MatterWhat are people
saying about your
company online?
What you need to Know
86 m visits monthly
36m reviews online
What you need to do
Claim your business account
Can post offers, photos and
send messages to customers.
Ability to refute reviews
Ability to offer rewards for
users who ‘check in’ at your
location.
Yelp!
What you need to Know
Completely independent
ratings site Reviews tied to
user logins = transparency
1.5 million registered
reviewers
What you need to do
Register your business
Respond to customers
Ability to refute reviews (but
cannot change or post review
grades)
Angie’s List
What you need to Know
Reviews tied to Google
Search and Google Maps
What you need to do
Claim your business listing
Completely fill your profile to
assist in searches
Load up to 10 pictures and 5
videos
Respond to reviews
Check analytics on you page
to learn how people are
finding you.
Google Local / Places
Managing Review Sites
Take ownership
Claim your profile and make sure it’s accurate
Respond to positive and negative reviews
Look at negative reviews as a forced opportunity to improve your
customer relations.
Even if your response does not resolve the issue with the original
reviewer, the review will be visible for months/years to come. Your
response will show other web visitors that you are committed ot
customer service.
Encourage clients and partners to share positive feedback online
Pay attention
Reviews often have some truth – do not be afraid to take some
internal corrective action
The Bottom Line
Social Media is here to stay. Even if you choose not to
play the game, it is being done for you, by your
customers. It’s time for you to engage. Show your
customers that you are fair, honest and appreciative of
them, and they will do the same for your company.
Follow TOPS on these
Social Media Sites:
Facebookfacebook.com/TOPSSoftware
Twittertwitter.com/TOPSSoft
Linkedinlinkedin.com/company/425819
Google+topssoft.com/googleplus
Pinteresthttp://pinterest.com/topssoft/
Or visit us online!www.topssoft.com
http://camblog.topssoft.com