social media and sales
DESCRIPTION
SmartROITRANSCRIPT
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Social Media Strategiesfor Sales
Presented by Elijah Litscher, President of SmartROI Consulting
About the Presenter
Elijah Litscher
SmartROI Consulting
• Social Media Marketing• Website Design and Experience• Search Engine Marketing (PPC)• Search Engine Optimization (SEO)• Email Marketing
Agenda
Why Social Media?
Social Media Basics
Business Strategies
Blogging and Podcasting
Interactive Segment
Q and A
Why Social Media?
Social Is The #1 Online Activity
Why Social Media?
Corporate Website Traffic is Decreasing
Social Media Basics
Old Model vs. New Model
Social Media Basics
Awareness – Attract the attention of the customer
Interest
Desire
Action
Social Media Basics
Awareness
Interest – Raise customer interest by focusing on and demonstrating advantages and benefits
Desire
Action
Social Media Basics
Awareness
Interest
Desire – Convince the customers that they want and desire the products or service and that it will satisfy their needs
Action
Social Media Basics
Awareness
Interest
Desire
Action – lead customers to take action or make a purchase
Social Media BasicsSocial Media vs. Google Advertising / SEO
Social Media BasicsPart of Your Whole Internet Marketing Strategy
Social Media Basics
Social Media Basics
Where to get content?
New Products
Benefit Statements
Tie into News Topics
Events / Trade Shows
Quotes
Product Videos
Press Releases
Social Media Basics
Be professional, but don’t be afraid to have a personality!
Ask for followers everywhere Website Business Cards Emails
Go all in
Social Media Basics
CREATE ACTIVITY GOALS
Increase followers by ________
Increase shared posts by _______
Increase referral traffic to website by ________
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Twitter: Fast and Furious
First “Tweet” in 2006 – “just setting up my twttr”
Started from Podcasting company Odeo, spun off into its own company in 2007
SBSWi 2007
2007 – 20,000 Tweets per Day
2011 – 140,000,000 Tweets per Day
Tweeting from Space
www.twitter.com
Pros and Cons
PROS
Quick Communication – 140 characters or less
Easy Setup
Easy to update remotely
Keyword Search (hashtags)
People are more likely connect with those they don’t know
CONS
Time consuming to target effectively
Fleeting messages
Limited for images – no video
Difficult to measure
Smaller, but very loyal user base
Business Strategies
Customer Relations
Crisis Management
Corporate Reputation Management
Issue Advocacy
Event Promotion and Management
Product Promotion and Sales
Business Strategies
Customer Relations
Business Strategies
Crisis Management
Business Strategies
Corporate Reputation Management
Business StrategiesIssue Advocacy
Business StrategiesEvent Promotion and Management
Business StrategiesProduct Promotion and Sales
Business StrategiesProduct Promotion and Sales
Avoid Temptation to Sell Directly
Engage Brand Advocates
Leverage Your Own Content
Build Relationships with Industry Leaders
Find Out What Your Customers Really Want
Strategic Promotions and Events
How to Get Followers
Interesting and Relevant Content Only post about
“trending” content
Create the Right Profile Picture, Name, Location,
Web, Bio Use Keywords?
Follow People Who You Want to Follow You
Interact With People Who You Want To Follow You Retweet or Join in their
conversations
Follow Fridays
Quality vs. Quantity
How to Get Followers continued
Exclusive Offers, especially timely ones
Contests – Play by the Rules
Live Tweet Popular Events
Twitter Directories
Be Patient, it takes time!
Buy followers?
Buy Twitter account with followers?
Quality vs. Quantity
Website Integration
Misc Tips
Tweet often, twice per day if possible
Ask for people to help promote and retweet
Address every comment, good or bad
Make public conversations private
Be professional, but don’t be afraid to have a personality
Use https://bitly.com/
Communicating
Hashtags: #
Replies and Mentions: @
Direct Messages: DM Can only send to user following you Can only receive from users you follow
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The Place to Get Really Social
Launched in February of 2004 on the Harvard Campus
A campus email address was needed and it was for students with invitation only
Opened to everyone 13 and older in September 2006
Founder Mark Zuckerburg was made famous in “The Social Network”
3rd Largest Web Company behind Google and Amazon
2nd Most Visits of any site, behind only Google (Twitter is 10th)
Estimated to have 138.9 million monthly users
About 41.6% of the US population has a Facebook profile
www.facebook.com
Pros and Cons
PROS
Very large user base
Flexible and more lengthy posts
Photo and Video Rich
Customizable Apps
Nice Paid Advertising Program
Detailed Analytics
CONS
Frequent changes and updates
More difficult setup than Twitter
Difficult to attract new “Likes”
Difficult to gain interaction
Cannot search to target
Business StrategiesCreate and Optimize Your Page
Create a Non-Fan Landing Page
Create Free Offers Within Your Facebook Page
Create Demographic Specific Tabs (for Ads)
Integrate Other Facebook Apps
Business StrategiesCreate and Optimize Your Page
Non-Fan vs. Fan Landing Page
Business StrategiesBuild Up Your Fan Base
Facebook Ads Platform Sponsored Stories
Website Integration Like Button
Business Materials
Ask for It!
Business StrategiesFacebook Ad Platform
• Great Value if You Are Willing to Commit the Resources
• Relatively Inexpensive
• Extreme Targeting
• Manage it Yourself, or Hire Someone (outsource vs. in-house)?
Website Integration
Business StrategiesEngage With Your Fans
Add Value Through Status Updates
Encourage Fans to Post on Your Page Ask what they think – questions / surveys Most clicked on posts:
Touching, Emotional Stories Provocative Debates (be careful) Important Sports Wins or Happenings Simple Easy Questions
Don’t Sell!
Business StrategiesEngage With Your Fans
Business StrategiesSales Example 1 - Convert Non-Fans to Customers
Facebook Advertising for Fan – Only Discounts
Landing Page to Target Non-Fans With Enticing Offers
Discount on Product - Exclusivity Special landing page, coupon code, etc Make new Fans feel like they are part of something
Good Website Transition
Continue To Add New Discounts for Fans, and Encourage Them To Share With Their Friends (Sponsored Stories)
Best for Transactional Product or Ecommerce Sales
Sales Example #1: Akira
Business StrategiesSales Example 2 - Convert Fans to Clients
Free Giveaway – White Paper? Airline Tickets?
Landing Page to Sell the Free Offer – Retain Emails
Email Marketing Strategy for Remarketing
Good Website Transition – Make the Experience Match
Sales Follow Up StrategyBest for Long Sales Cycle or Business Services
Business StrategiesSales Example 2:Chicago Bears
Analytics
Misc Tips
Updating a few times per week is acceptable
Be very conscious of the nature of the social platform
Encourage sharing
Be professional, but don’t be afraid to have a personality
Use video and graphics when possible
Commit
Blogging and Podcasting
Ask yourself: “does anyone care about what I have to say?”
Questions
Thank You!
Elijah Litscher
SmartROI Consulting
www.sroic.com
(312) 569-9449