using social media to grow your business and your brand

Using Social Media to Grow Your Brand & BusinessOctober 6, 2011

Presented by:Leslie Vickrey & Michelle Krier

Confidential information.

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Q & A on Twitter

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Also, follow us at: o @ITABUZZo @lvickreyo @michellekriero @clearedgemktg

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About ClearEdge Marketing

About ClearEdge Marketing Founded in 2006, ClearEdge is an award-winning marketing firm headquartered in Chicago, IL

Clients are professional services, software and staffing firms

Operate on a unique and flexible outsourced marketing model

o Become virtual department on a monthly retainer or project basiso Special forces for internal marketing when bandwidth needs ariseo Offer growth companies an opportunity to invest in marketing without carrying the overhead of an

entire department

Team of strategic and tactical marketing professionals with experience managing global marketing operations

o Strategists, Project Managers, Writers, Designers, Developers

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Having a Little Fun: Social Trivia

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POLL

A. ALL IN: Profiles in numerous

networks, tweeting, blogging,

hashtagging, etc.

HOW “IN” TO SOCIAL MEDIA ARE YOU?

B. HALFWAY IN: Registered with several networks but usage is limitedC. BARELY IN: I rarely use social media in any form.

D. NOT IN: I do not use social media at all

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Social Social Media Media 101011

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Defining Social Media

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Social Social Media Media isis

big.big.+ If Facebook were a country it would

be the world’s 3RD LARGEST – Social Media Today

+ Social networks and blogs reach

80% of active U.S. internet users – Nielsen

+ Facebook’s user base is 2X’S THE SIZE of the U.S. population

+ Social networks and blogs count for

nearly a quarter of the time spent on the Internet in the U.S.

+4 Billion: pieces of information shared on Facebook each day

+10,000:number of YouTube brand partners

+381,576,305: number of Foursquare

check-ins in 2010

– Mashable Infographics 2011

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The POWER of Social Media

The individual AT THE CENTER of the world.

+ Power to edit and

create content

+ Tools to share and broadly distribute content and media.

+ Forums for easy, regular and low-cost communication and congregation

+ Regular, broad contact with networks of influence and networks that influence

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People Trust People78% of consumers

trust people (even strangers) over traditional marketing and

advertising.

CrowdSPRING

POLL

A. Facebook

Which of the BIG social media sites is your business on?

B. LinkedIn

C. Twitter

D. All

The BIG Three

1 2 3

POLL

A. 200 million

How many active users does Facebook have?

B. 600 million

C. 800 million

D. 1 billion

+ Every month, more than 500 million people use an app on Facebook

+ More than 2 billion posts are liked and commented on per day

– B2B Online

+ More than 300,000 businesses have a Facebook presence

+ Average user: 130 friends, connected to 80 community pages, groups and events

The Stats…

Infographic Insights

– Infographic and Data Source: OnlineSchools.org 2011

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Facebook Marketing Examples

DO run contests – 12 comments re: winners…

DO respond to comments…

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DO engage your community…

DO utilize the photo strip to promote products…

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DO promote and encourage reviews…

DO run specials…

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DO take advantage of relevant mainstream media to drive traffic into the storefront (online or in person)…

DO build credibility, post pictures…

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Key Takeaways – Facebook

Make your page about something bigger than just your products or services

Give fans a reason to “like” your page (discounts, insider news, giveaways, contests, etc.)

Ask questions to increase engagement Monitor for customer service inquiries Find creative ways to keep fans on your page

(games, apps, videos, etc.) Ask fans to join your mailing list or register for

deals Integrate across multiple marketing channels

The BIG Three

1 2 3

+ More than 120 million members in over 200 countries

+ B2B marketers cite LinkedIn as their most important social channel -B2B Online

+ There were nearly two billion people searches on LinkedIn in 2010

+ The world’s largest professional network

The Stats…

POLL

A. 2 per second

How quickly do professionals (new members) join LinkedIn?

B. 2 per every 30 seconds

C. 2 per minute

POLL

A.2 per second

How quickly do professionals (new members) join LinkedIn?

B. 2 per every 30 seconds

C. 2 per minute


LinkedIn March 2011

LinkedIn March 2011

LinkedIn September 2011

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LinkedIn Marketing ExamplesDO have employees link to your website and blog…

DO set up your company profile completely…

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LinkedIn Marketing Examples

DO try to demonstrate a common theme among employees

DO try to solicit recommendations for your products/services

DO set up the news feed for your company profile (blog, twitter, etc.)…

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DO ask questions to engage your community…

DO create actionable, targeted ads…

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DO take advantage of highlighting your company’s products or services…

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Key Takeaways

Fill out your company profile completely Have your employees link to your website Link content via applications (blog, Twitter feed,

etc.) Post events – and invite connections Join groups and participate Ask for recommendations (and give recommendations!) Integrate across multiple marketing channels Consider advertising

The BIG Three

1 2 3

POLL

A. 10 million

About how many Tweets go out per day?

B. 50 million

C. 200 million

C. 100 million

POLL

A. 10 million

About how many Tweets go out per day?

B. 50 million

D. 200 millionC. 100 million

+ More than 200 million registered accounts

+ Twitter traffic (Tweets processed) has increased by 110% since January 2011

+ More than 100 million active users (logged in within the last month)

+ World’s biggest microblogging service

The Stats…


– Infographic and Data Source:Lab42 2011

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Twitter Marketing Examples

DO cross promote via multiple marketing channels…

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DO thank partners, promote contests, encourage participation

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DO live tweet/promote hash tags for events, post pictures

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DO use Twitter’s advanced search to find people who meet the profile of your target audience

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Key Takeaways

Grab your company name if you haven’t already Share information — promote your business, RT

others, respond Monitor customer service inquiries (and know how to

look for DMs, who’s tweeting your tweets, etc.) Use advanced search options to locate opportunities Integrate across multiple marketing channels Use a Twitter management tool (HootSuite,

TweetDeck)

Social Media’s Branding and Marketing Opportunities

People are talking about your brand.

ARE YOU LISTENING?

Free Listening & Monitoring Tools

General+ Google Reader/Google Alerts + Social Mention and/or Alecta+ Feed Informer+ BackType Alerts

Blogosphere+ BlogPulse+ Technorati+ Google Advanced Blog Search+ IceRocket

Twitter+ Twilert+ Tweetdeck + Tweetbeep+ Twitter Analyzer

Facebook+ Facebook Search+ Openbook

Keywords you use on your website or in your

analytics

What to Listen For

Products and services

Company, leader and SME mentions

Causes you support

Your events/news/PR

Customer compliances, compliments, questions

Campaigns you’re managing

The competition

The things your customers, competitors, investors, etc. think you are doing right

Ways to improve – learn to look at negative social media feedback as a gift

Ideas for new promotions, products, services and events

What industry peers, leading thinkers and subject matter experts are talking about

What to You Will Learn

Listening in Action: B2C

• Blogger tries App, thinks it clunky• Writes a blog, posts a video • Stride social media team responds within a day• Kindly acknowledges issues and changes coming• Sends box of product• Blogger blogs story again to thousands• PR and brand win!

Listening in Action: B2B

• Listen for Leads program• Massive network of company blogs• Leading builder of SM analytics

ARE YOU SHARING?

How to Share

+ Post & Update: Sites, networks, groups and fan pages+ Blog: Identify SMEs, company voices and let them blog+ Diversify: Video, presentations, slide decks (SlideShare), articles, etc.+ Reward: Coupons, discounts, events, contests, congrats, etc.

Share the Content Followers WantWill it benefit them (learning, laughter, etc.?)

Be Authentic in Voice and ActivityUse one voice and make the content real

Update Frequently

Respond to Comments, Questions, Likes, etc.

Collaborate with Experts Good Content Comes from Good Partnerships

Best Practices in Sharing

Sharing in Action: B2C

• Built Social Community: HDTalking• Content comes from owners and users• Photos, jokes, parts and model advice• Mechanics on call 24/7

ARE YOU EXPANDING YOUR BRAND?

Leverage Alternative Social NetworksStake out new ground away from your competitors

Content SyndicationGet partners, industry groups, etc. to share and post your content

Create Dynamic Communities Bring experts, consumers, fans, etc. together under your brand banner

Create Fans by Engaging Genuinely & Creatively Invite to share, engage, play, visit, comment. Give an active role

Best Practices in Brand Expansion

Branding in Action: B2C

• Huge Twitter & Facebook Presence

• YouTube Channel• My Starbucks Idea – customers

share• Ideas in Action – employees

share

Branding in Action: B2B

+ Creation of interactive social network for promoting LED use, not the brand, company or its products

+ Includes blog posts, photo sharing, contests and humorous videos

ARE YOU GROWING YOUR BUSINESS?

Best Practices in Growing the Business

+ Treat Social Media Like a Lead Generation Tool+ Identify, listen to and engage prospects

+ Boost SEO and Search Rankings+ It’s competitive: without strong SM tools and presence it will be hard

to hold high SEO rankings and build traffic

+ Find New Customers, Maintain Old Ones+ Create social sites and content that will attract potential customers

and keep existing ones engaged and loyal

+ Target, Target, Target+ Use social media sites and advertising tools to narrowly focus on key

audiences and improve marketing spend

What Are Small Businesses Doing?

– Mashable Infographic 2011

In Action

+ Sr. Account & Business Development Executive

+ Joined LinkedIn, active in user groups

+ Goal: To promote events (and brand) on group sites+ Sample event

posting to promote Annual User Conference on industry group page

http://www.shutterstock.com/subscribe.mhtml

In Action

+ After 1 Posting:+ Two unsolicited

testimonials re: event

+ One prospect attended based on post

+ Another LinkedIn group member recommended an MK solution to a mutual client

http://www.shutterstock.com/subscribe.mhtml

In Action

http://www.facebook.com/harveynashusa

Ready to Take Action?

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Identify and Target places where clients, prospects, industry experts, candidates and partners are meeting, interacting and networking.

Find Out What Is Being Saidby clients, candidates, alumni,

competitors, pundits, prospects, the media, etc.

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Build Presence on Key Sites

Begin with the sites that matter most for your business.

The BIG Three +

+Industry &

Niche Sites

+ +

Identify & Leverage Team Members who can contribute thought leadership, industry

insights, community knowledge, fun engaging content, etc.

Measure & Monitor Use today’s myriad of free monitoring tools measure and analyze how you’re

doing.

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LessonsLessons LLearnearneded+ You can’t jump in. Listen, learn, target and engage

+Build communities with care. If you want to succeed you need the right audience

+ Measure for success

+ Engage employees for content and insight

+ Focus on quality not quantity

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It’s Your Turn…Questions? Comments?

Contact Us Anytime!

Leslie Vickrey, President of ClearEdge MarketingTel: 312.731.3149

Email: [email protected] Twitter: @lvickreyLinkedIn: www.linkedin.com/in/lvickreyFacebook: www.facebook.com/clearedgemktg

Michelle Krier, Sr. Director – Marketing & Social MediaTel: 414.617.3103

Email: [email protected] Twitter: @michellekrierLinkedIn: www.linkedin.com/in/michellekrierFacebook: www.facebook.com/clearedgemktg

Copyright ClearEdge Marketing

mailto:[email protected]

http://www.linkedin.com/in/lvickrey

http://www.facebook.com/clearedgemktg

mailto:[email protected]

http://www.linkedin.com/in/michellekrier

http://www.twitter.com/clearedgemktg

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Resources• http://www.nten.org/blog/2011/03/03/five-free-tools-social-media-listening-and-how-s

tart-responding - info on free social media listening tools

• http://www.socialbrite.org/2011/01/11/guide-to-free-social-media-monitoring-tools/ - more notes on social media listening tools

• http://www.netwitsthinktank.com/marketing-and-communication/social-media-monitoring-in-30-minutes-or-less.htm - social media - what to listen for

• http://www.emarketer.com/blog/index.php/case-study-ibm-drives-millions-dollars-worth-sales-leads-social-media/ - IBM listening for leads

• http://www.btobonline.com/apps/pbcs.dll/article?AID=/20110404/SOCIAL02/110409989 - CISCO case study – viral video

• http://mashable.com/2011/02/14/small-business-social-media-infographic/ - small business infographic

• http://mashable.com/2009/02/06/social-media-smartest-brands/ - smartest brands in social media article

• http://socialmediatoday.com/pammoore/239768/social-listening-done-right-stride-gum-case-study - STRIDE gum case study – listening in action

• http://barnraisersllc.com/?p=2460 –Harley Davidson case study• http://thenextweb.com/2010/01/11/starbucks-formula-social-media-success/ - Starbucks

case study• http://www.toprankblog.com/2010/02/b2b-social-media-winners/ - CREE case study• http://www.scribbal.com/2011/09/infographic-how-small-businesses-utilize-social-

media/ - Infographic on social media strength• http://mashable.com/2011/02/07/strengthen-social-media-voice/ • http://adage.com/article/cmo-strategy/expand-brand-community-online/122867/• http://www.mindjumpers.com/blog/2011/09/facebook-marketing-techniques/