how to harness the power of social media
Post on 18-Oct-2014
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This presentation was given at the Social Media Rockstars Event on 9/19/2013. http://www.socialmediarockstarevent.comTRANSCRIPT
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© 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
Harnessing The Power of Social Media Presented by: Adam Dince
Head of Organic Search & Social Media Optimization
Deluxe Corp.
9/19/2013
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© 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
Current: – Head of Organic Search (SEO) & Social Media
Optimization, Deluxe Corporation
– Director of Communications, PR & Social Media,
MnSearch
Prior: VP, Director of Search and Content
Strategy @ MRM – NYC
13+ years of experience in digital marketing /
advertising
Assisted writing the SEO section of Digital
Impact, the Two Secrets to Online Marketing
Success
@adamdince
www.adamdince.com
Blah, blah, blah
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© 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
Publicly traded company
3-4 million small business
customers
5,000 banks and financial
institution partners
14 million lifetime
customers and 7-8 million
active customers in our
direct-to-consumer
segment
Check us out!
ww.deluxe.com
Meet Deluxe
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© 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
Today, I’m going to share some tips
on how to harness the power of
social media
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© 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
A few ground rules
Today, we’ll be discussing ways of identifying
the right people to connect with on social
networks
People who will be able to help you grow your
business, not just friends and followers who
make your numbers look good
Feel free to be dazzled and amazed
Disclaimer: We won’t be discussing the
following: – How frequently to communicate
– What to say in your messages
– What to do in the case of a negative noise
Let’s make this a discussion
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© 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
LET’S GET DOWN TO BUSINESS
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© 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
The basics – we’ve got to be present!
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© 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
If we build it, will they really just come?
Source: themarketingbit.com
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© 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
Maybe, but some of us don’t have all day. We have
money to make and empires to build!
Source: goodreads.com
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© 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
We’ve got to get past the noise
Source: http://www.inetsolution.com/
Source: http://www.theantisocialmedia.com
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© 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
People are tired of being interrupted by advertisements
THE FOLD
Ad
Ad
Ad
Ad
Ad
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© 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
And we want to be left alone to communicate with our
friends
Source: http://www.inetsolution.com/
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© 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
Yet social ad spend is on the rise!
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© 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
Even when consumer behavior doesn’t justify it
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© 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
WITH A DATA DRIVEN PERSONAL APPROACH TO OUR SOCIAL MARKETING
HOW DO WE HARNESS THE POWER OF SOCIAL MEDIA?
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© 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
Meet Adam’s Gym
Adam’s Gym is a new gym in the Twin Cities area
The gym has decided to use social media as a tool
to build relationships and grow business
The three immediate goals of the social strategy are
to:
– Grow Twitter, Facebook & Google Plus networks with the
right audience
– Build effective local social relationships online and offline
– Increase brand awareness in the local area
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© 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
START WITH TWITTER Source: www.geeksucks.com
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© 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
We all know about Twitter Advanced Search, right?
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© 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
Meet FollowerWonk.com
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© 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
Enter a term and click “Do It”
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© 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
Export to Excel
Export
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© 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
Pretty, pretty data!
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© 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
Organize the data
0
2
4
6
8
10
12
14
16
18
20
0
200
400
600
800
1,000
1,200
1,400
1,600
Social A
uth
ority
# o
f Tw
itte
r Fo
llow
ers
Top local Twitter accounts for "Personal Trainer"
Followers Social Authority
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© 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
Analyze leaders’ to make sure they have the right
followers
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© 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
More pretty, pretty data
Jackpot!
Jackpot!
Not too shabby
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© 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
Now it’s time to make your connections
Source: www.favoritefamilyvacations.com
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© 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
ON TO FACEBOOK Source: sexysocialmedia.com
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© 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
Let’s identify candidates
Source: www.jasonjordans.com
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© 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
This one’s a go!
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© 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
Connect with active members on brand pages
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© 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
Use Facebook Graph Search to dig deeper
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© 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
Oh my goodness, look at all of this data!
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© 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
LET’S NOT FORGET ABOUT GOOGLE PLUS
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© 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
Lots of great interactive conversations going on
In the past 3 weeks, I‘ve had
200+ interactions with my
friends on Google +. How many
have you had on Facebook?
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© 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
Don’t listen to the haters, Google Plus is the real deal!
Eh, Google Plus is
worthless, why bother?
Let me test this thing out and see what
it can do.
Over 3X new followers in
less than two week
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© 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
First, let’s look at People – great for broad reach
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© 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
Check out Communities
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© 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
Get connected and network
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Google Plus Search
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Oh my goodness!
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© 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
How is this much data possible?!
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A QUICK LITTLE GMAIL TRICK
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© 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
Connect on social networks with G-mail contacts
https://chrome.google.com/webstore/detail/rapportive/hihakjfhbmlmjdnnhegiciffjplmdhin
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THANK YOU Q & A
Source: www.dalje.com