part 1 - making social media a business asset
TRANSCRIPT
Make Social Media a Business AssetNot a Distraction
A big THANKS to:
Joel ArndtCrafting your marketing message to get a gut reaction.
Creating "Ah ha!" moments.
What is Social Media?Websites or mobile apps that allow you to connect with other people.
What can you do with social media?● Share information ● Collect Information
Why?A brief history of Twitter:
“It makes you feel like you're right with that person. It's a whole emotional impact. You feel like you're connected with that person."
Noah Glass, Unofficial Co-Founder, Twitter
Twitter's moment of truth came in August 2006. San Francisco shook in a
small earthquake that had a small crowd buzzing on Twitter. Soon after, Twitter
had thousands of registered users.
“If people are to be expected to put up with turning on a computer to read a screen, they must be rewarded with deep and extremely up-to-date information that they can explore at will.
They need to have audio, and possibly video. They need an opportunity for personal involvement that goes far beyond that offered through the letters-to-the-editor pages of print magazines.”
Bill Gates, 1996, “Content is King”
The Business Value of Social MediaWhy are so many businesses, big and small, adopting Social Media?
The Business Value of Social MediaConnect With Your Audience
Customers = Audience
Which social networks do your customers inhabit?
The Business Value of Social MediaConnect With Your Audience
Daily Social Media Use:
Facebook – 70%Instagram – 49%
Twitter – 36%Pinterest – 17%LinkedIn – 13%
Pew Research Released January 09, 2015
The Business Value of Social MediaConnect With Your Audience
Average Canadian User
Facebook – 9 times / weekInstagram – 6 times / week
Twitter – 5 times / weekLinkedIn – 2 times / week
Forum Poll (Canadian) Released January 05 2015
The Business Value of Social MediaConnect With Your Audience
Moral of the Story...
Your customers are already there.Let's join the party.
The Business Value of Social MediaSearch Engine Optimization
What are people searching for?How are they finding you?
The Business Value of Social MediaSearch Engine Optimization
“Myrts Restaurant”Search Result #8
The Business Value of Social MediaSearch Engine Optimization
“not clyde's”Search Result #2
The Business Value of Social MediaSearch Engine Optimization
“Antoine Mountain”Search Result #2 and #4
The Business Value of Social MediaSearch Engine Optimization
Moral of the Story...
Social Media makes it easier for people to find you.
The Business Value of Social MediaAffordable Advertising
Traditionally you pay for ad space.Fixed rate ($2000 - $10 000)
The Business Value of Social MediaAffordable Advertising
Social Media Ads● Cost Per Click (CPC) or Cost Per 1000 Impressions (CPM)
● You set the budget.● Highly measurable results.
The Business Value of Social MediaAffordable Advertising
Other digital advertising opportunities:
● Search Ads (Google, Bing)● Ad Networks (AdRoll, AdSonar)● Sponsored Content (Outbrain)
The Business Value of Social MediaAffordable Advertising
Social Media Advantage:● Targeting active users● Direct market intelligence
The Business Value of Social MediaAffordable Advertising
Moral of the story...
Social ads are a good place to start.And they compliment other ad
campaigns well.
The Business Value of Social MediaSelling on Social Media
The truth about selling on social media...
The Business Value of Social MediaSelling on Social Media
How much does social media typically influence your purchasing decisions?
● A great deal of influence – 5%● Some influence – 30%● No influence at all – 62%● Don't know – 3%.
Gallup Mobile Retail Panel Study Released June 23 2014
The Business Value of Social MediaSelling on Social Media
From the same Study...How do people use social media?
The Business Value of Social MediaSelling on Social Media
We turn to the Social Media when we want opinions from people we know, or when we've already made a connection
with a product or service.
The Business Value of Social MediaSelling on Social Media
Moral of the story...
Your customers like the personal touch of social media. Serve and
respond to them there.
Keys to Social Media Success
Consistent Content
You don't have to post every hour, but be consistent.
Keys to Social Media Success
Responsive Interaction● Join the conversation● Ask questions● Provide customer service
Keys to Social Media Success
Evolve
Social media changes, your customers' habits change. Adapt.
Keys to Social Media Success
Always Be Testing
Then you know your evolution is relevant.
Keys to Social Media Success
Create Social Incentive
“2 for 1 deal if you share this post,” and group offers.
Keys to Social Media Success
Short Copy then Long Copy
Small social post linking to an in- depth, rewarding article.
Keys to Social Media Success
Call To Action (CTA)
Ask for the share, the follow, the like, the retweet, and the sale.
Keys to Social Media Success
Lists
On Twitter, Facebook, Instagram, Pinterest, and blog posts, lists win.
Keys to Social Media Success
Storytelling
Tell them something they didn't know and you'll sell plenty.
Keys to Social Media Success
Be Visual
Images stand out in a newsfeed and communicate ideas quickly.
Keys to Social Media Success
Social media is a lifestyle...
How much of that lifestyle can you adopt?
Getting Ready
Get out pen and paper or open Notepad. Write these down...
Business NameWeb AddressContact Info
Industry and Business Type
Summarize how your customer's life will be better with your product or service (one sentence).
Now describe your business in a little more detail. Focus on benefits to your customer (one paragraph).
Choose your pictures:Profile picture (612px x 612px)Cover photo (1500px x 500px)
Profile picture Tips:● Needs to have your logo.● Your face is a good idea too.● Limit the amount of text.
Leave space for the URLs that will link directly to each of your
social profiles.
Why Facebook?● Biggest Social network in the world.● Affordable Advertising to targeted audience.● Even if your audience isn’t there, it provides
more visibility on the web.● Everything can connect to Facebook.
You need a personal Facebook account to create a company Page.
Choose an easy to remember and relevant URL. Write it down.
Is your audience on Facebook?
How could you connect with them?
Why Twitter?● Access to the larger network (unlike Facebook).● Market research● Trend watching● Interactivity● Audience Building
Twitter Tips● Hashtag # - Labels for your tweets. Get creative
or add your tweets to a conversation.● Mention @ - How you talk to people and
include them in your conversation.● Favorites – The star icon. Favorite a tweet to
keep it for later.● Retweets – Cycling arrows. Retweet to post that
tweet to your followers.● Replies – Reply to a tweet and have a convo.
Why LinkedIn?● Largest network of businesses and
professionals● Specializes in recruiting and talent scouting ● Specialized group discussions● Publishing platform● Targeted B2B Ads
LinkedIn URL● Copy only the URL before the question mark.
LinkedIn Tips● Keep update titles short and to the point.● Connect with past and present clients.● Post updates from your company page,
share from your personal page.● Don't post the same link to too many
groups at the same time.● Images aren't as impacting on LinkedIn, but
they are still important.
Why Instagram?● Visually focused● Fastest growing network● High engagement● Fun and flexible (a part of the lifestyle)
Instagram Tips● You can only post photos from a mobile device.
● Long captions draw attention. ● Be inspirational.● Capture real life.
Why Pinterest?● Highly engaged users● Content curation● Do-It-Yourself audience● Visually focused● Favoured by eCommerce and retailers
Pinterest Tips● Be inspirational● Be practical AND creative● Make your pins easy ingredients for their projects / shopping lists.
● Share what others have done with your products.
Link Your Website to Social Media