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Socializing with your Customers

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A Small Business guide to why and how to implement a Social Media strategy for your business. Presented at the Mountain View Chamber of Commerce Social Media Conference, October 2013.

A Small Business guide to why and how to implement a Social Media strategy for your business. Presented at the Mountain View Chamber of Commerce Social Media Conference, October 2013.

Published in: Technology, Business

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  • Intro - What we are going to learn
    The state of digital
    Print media extinction
  • New Audience - lead into Demographics
  • Switchover point is 50 years old
    Everyones target market is social savvy
    Pace is accelerating
  • Why we use Social Media
    Answers the question “Why Bother”
    Enough reasons here for every business
  • It’s not about you
  • Content marketing is inseperable from Social Media
    Everyone loves content - Google, Customers, Grazers / Potential Customers
    Plan your Work, Work your Plan
    Without a plan, you WILL Fail
    Before starting: Create content for 2 months out
  • People don’t read the internet, they scan it
    People mostly use social media to waste time
  • Talk about personalities - details will follow
  • Walk through
    Visual Media
    Rich Media
    Informative media
    Social Media
  • Recycling is good - reinforces message
    Saves Cost
    Eases Creative pressures
  • More views than website content
    Search friendly
    Builds global authority, cash checks at local level
    Social Validation
  • Lead into Organic, Edgerank
  • Lead into summary of good content
  • Lead into summary of good content
  • Lead into Paid
  • Examples of real targeting capabilities of Facebook
  • Custom Audiences
    Retargeting announced this week - currently though exchanges, will be direct
  • Contests to attract fans
  • Daily posting is a mugs game - use automation
  • Competitive benchmarking
  • Summary
  • Transcript

    • 1. Mountain View Chamber of Commerce Social Media Conference October 23rd 2013 Dave Steer Owner / Marketing Consultant WSI Digital Marketing Dave.Steer@WSIDigitalFootprint.com (855) WSI-DIGITAL http://www.wsidigitalfootprint.com
    • 2. Consumer Decision Making Has Moved Online Your Competition Is No Longer The Store Down The Street Success Now Depends On Winning Hearts And Minds Online
    • 3. A New Customer Profile Search savvy - from any device Motivated by online recommendations Will use social tools to rate or review services and products - positively or negatively Will make their buying decision based on online information - even for traditional retail Has a Reach that can make or break your business
    • 4. Demographics
    • 5. Why Use Social Media?        Branding & Awareness Communication with Customers Promotions & Offers Competitive Edge, Share of Mind Relevance in a Changing Business World Social Proof, Validation Drive Traffic to Website
    • 6. Social Media for Businesses Rule 1: Social Media is a Conversation, not a Broadcast Rule 2: Give to Get. Add Value. Contribute. Rule 3: Understand Your Audience Who, What, Where; Engage Appropriately
    • 7. Before You Start... Content Planning Plan your Content Plan your Content --Content is Key. Make aa1-3 month Content Plan Content is Key. Make 1-3 month Content Plan --Create aaProfile of your audience (will vary through the buying cycle) Create Profile of your audience (will vary through the buying cycle) --Create or Curate content that will appeal to your target audience Create or Curate content that will appeal to your target audience Choose Social Channels That Fit Your Business Choose Social Channels That Fit Your Business --Publish where your customers are going to find you Publish where your customers are going to find you --Choose places that are aafit for the content you will produce Choose places that are fit for the content you will produce Have an Activity Plan Have an Activity Plan --Create aacontent timetable, and stick to it Create content timetable, and stick to it --Plan your Social Media Activity --write content at least one month out Plan your Social Media Activity write content at least one month out --Create your ““Riverof Information””--inspiration for ongoing content ideas Create your River of Information inspiration for ongoing content ideas --IfIfyou don’tthave the time or the capability, Outsource it you don’ have the time or the capability, Outsource it
    • 8. What Makes Great Social Content? Original Informative Insightful Conversational Brief (100 words) Visual Add Value Funny, Quirky Answer the “Why” Shareable
    • 9. Personalities of Social Media Blogging - Content, Personality, Freshness Twitter - Real Time, Immediate Relevance Facebook - Nurturing, Conversational Houzz, Pinterest - Images, Viral, Inspirational
    • 10. Which Social Channel to Use? General reach, Leisure, Personal The “Recreational” Network Essential B2B network. Excellent source of prospect information. Professional updates Google’s answer to Facebook Highly linked to search properties An essential resource for businesses World’s #1 Video Sharing Site World’s #2 Search Engine User Experience Reviews. Critically important for local businesses Rapid-fire, short lifespan messages syndication, events, promotions Visual ideas, designs, concepts. Demographics heavily female Visual ideas, designs, concepts Focused on Home & Decor Search Engine Friendly Presentation Sharing A blog is highly recommended for most businesses. Preferably hosted on your own website.
    • 11. Turn a Blog into a Presentation Post on Slideshare Create an Infographic from a Blog Post on Pinterest, Facebook, Flickr Make a Video from a Voiceover & Images Post to Facebook, Vimeo, YouTube Syndicate all these to Multiple Channels
    • 12. Social Validation 163 Views over 10 days
    • 13. Even the greatest content is worthless unless it reaches your target audience •Organic : Rely on natural sharing and recommendations within your network to propagate content and grow your network •Paid : Sponsored Stories and Promotion of content to expand your network
    • 14. Facebook EdgeRank
    • 15. Facebook EdgeRank Affinity Affinity How well Connected” is the follower to you? ••Howwell ““Connected”is the follower to you? What is the Engagement” of the post and brand ••Whatis the ““Engagement”of the post and brand How close is the Engagement to the follower ••Howclose is the Engagement to the follower Decay Decay Posts are Worth Less over Time ••Postsare Worth Less over Time Publish the most valuable” posts at high-engagement times ••Publishthe most ““valuable”posts at high-engagement times Weight Weight What type of post was it? ••Whattype of post was it? Video, Image, Link, Text (decreasing importance) ••Video,Image, Link, Text (decreasing importance) Weight linked to Post Type and Engagement ••Weightlinked to Post Type and Engagement
    • 16. Facebook EdgeRank To Make Your Post Visible: To Make Your Post Visible: ••Nurture aa Fan Base of Engaged Followers Nurture Fan Base of Engaged Followers ••Post Compelling Content that Fans will Post Compelling Content that Fans will Like, Comment and Share Like, Comment and Share ••Post Rich Media -- Ideally aa Picture with Each Post Post Rich Media Ideally Picture with Each Post ••Post at Times when your Fans are Active Post at Times when your Fans are Active
    • 17. Have an Existing Customer Have an Existing Customer Database? Database? •Import Email Lists, Phone Lists •Import Email Lists, Phone Lists into Facebook into Facebook •Facebook will match that data, •Facebook will match that data, and create a Custom Audience and create a Custom Audience that you can use in Ad Targeting that you can use in Ad Targeting next..... next..... •Retarget visitors to your website, •Retarget visitors to your website, and advertise to them on and advertise to them on Facebook Facebook
    • 18. Growing Your Customer Growing Your Customer Database Database •Product giveaways/draws are a •Product giveaways/draws are a great way of capturing great way of capturing interested fans interested fans •Be sure to use “Fan Gates” •Be sure to use “Fan Gates” (must like page to enter) (must like page to enter)
    • 19. Social Tools, Productivity, Measurement Efficiency and Measurability with Social Media Tools •Post Scheduling •Link Shortening / Tracking •Engagement Reporting
    • 20. Tools: EdgeRankChecker
    • 21. Social Business Checklist Create Your Content Plan Describe Your Target Audience Select You Social Networks Repurpose and Syndicate Your Content Grow Your Organic Network Use Paid Promotion for Targeting Set Up Scheduling and Tracking Tools Measure, Analyze, Rinse & Repeat