Practical Advice for Making Social Media Work for Your Business

Sarah Mitchell, MACS

Introduction

• Social Media is also called: – Social Marketing– Social Networking– Web 2.0

• Hype and Confusion• Goal for Today:– Provide an approach that business people can take

to incorporate Social Media into their professional lives.

Market Drivers – Word of Mouth• July 2009 PQMedia study:

– Word of Mouth (WoM) spending expected to grow 10.2% during worst economic recession in 70 years.

– $1.54 billion spent on WoM marketing in 2008

• May 2010 Custom Content Council Survey – U.S. spends record $47.2 billion in 2009 on branded content (including

blog posts, and video to digital zines and e-newsletters) equating to 1/3 of all marketing budgets

• Bridge Ratings Survey – “Strangers with Experience” trumps:

• Teachers• Newspaper/Magazines• TV News Reports• Traditional Advertising

What Social Media Won’t Do

• It won’t close deals

• It won’t generate a customer base if your products or service are lacking

• Probably won’t replace your current marketing strategy.

What Social Media Can Do

1. Promote your brand

2. Establish your Authority

3. Generate Leads

Two Things to Remember

1. It’s “social” meaning your activities have to be centred on building relationships

2. You are representing your brand (or your company brand). At all times you must maintain a professional tone and attitude.

The Tools for BusinessTwitter LinkedIn Facebook Blogs

• Generate Leads

• Establish Authority

• Promote Your Brand

• Promote Your Brand

Usage of Tools for Business

Social Media Success Summit Report 2009

Social Media Marketing Industry Report 2010

0102030405060708090

100

79.3 7877.287

75.3

88

68 70

LinkedIn Facebook Twitter Blogs

Interesting Facts

• People aged 30 to 39 years are most likely to use social media for business. (Stelzner)

• More women, than men, engage in social media activities. (55% vs. 45%)

• People love to look at pictures. 70% of all actions are related to photos or video. (HBS)

• Women say more. Men reference links. (HBS)

Establish Authority

• LinkedIn is a professional networking site • Complete online curriculum vitae• Find and connect with business colleagues• List your company• Special interest groups• Polls• Q&A• 65 million members in over 200 countries

Lead Generation

• Twitter is a global instant messaging tool• Micro-blogging• Send messages to drive traffic to your website• Networks consists of “followers” and is very

fluid• 600 million search queries every day• Twitter has 105,779,710 registered users• 800,000 Twitterers in Australia – June 2009

Promote Your Brand

• Blogging is an online dialogue you have with your customers and prospects

• Allows you to position your company against competitors

• Excellent way to improve SEO• Customers can leave their own comments and

opinions

Promote Your Brand

• Facebook allows you to create a business page and find companies you like

• Most useful for B2C companies• Post photos, documents or run advertising• Privacy issues• 70% of user are outside the USA• More than 200 million users log on to

Facebook every day

Before you Start

• Pick a descriptive user id – globalcopywrite• Use a picture• Use your real name• Be transparent• Be generous with information

Building Networks

It’s Professional Not Personal

Leave your Prints!The best way to improve you SEO rankings is to leave comments on articles or blogs. Join in the dialogue and do it often.

Get Started!

• Select a User ID• Create a profile on LinkedIn and start sending

invitations• Open an account on Twitter and send your

first Tweet• Start making a list of blog topics• Post your business on Facebook and LinkedIn

Sarah MitchellCopywriter/Consultantoffice: (08)9336-2439mobile: 0410 024 405website: www.globalcopywriting.comTwitter: twitter.com/globalcopywriteLinkedIn: www.linkedin.com/in/sarahcmitchellJoin the Global Copywriting Facebook Page