Social Media - Serious Business 2010 - Imaginal Marketing Group


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Kathleen Turpel from Imaginal Marketing shares insights and practical info on how salons and spas can use social media to grow their business. Presented at Serious Business 2010 in New Orleans.

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  • 49% of all americans have Facebook, MySpace or Twitter Account
  • January and the fourth of July of 2009. In comparison, the number of users aged 25 – 34 has grown 60.8%; the number of users aged 35 to 54 has grown 190.2%, while the number of users older than 55 years has grown a tremendous 513.7%.
  • Friend requests must be manually accepted Profile information not designed for business Cannot create Ads No statistics on viewers • Settings are defaulted to private
  • Anyone can become a Fan automatically Pages are public - they can be seen by anyone Pages are read by Search Engines and can appear in search results “ Insights” - free stats about your Pages (views, visits, demographics and more) Multiple “Admins”
  • Show business page - vs friend page Business pages can advertise Twitter does not update Fan Pages yet
  • Show business page - vs friend page Business pages can advertise Twitter does not update Fan Pages yet
  • Show business page - vs friend page Business pages can advertise Twitter does not update Fan Pages yet
  • update
  • update
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  • Social Media - Serious Business 2010 - Imaginal Marketing Group

    1. 2. (video goes here)
    2. 4. Word of “Mouse”
    3. 8. Facebook accounts for 25% of U.S. online pageviews
    4. 9. Up 190.2% 2 nd Fastest Growing Segment 35-54 yr olds January 2009 - July 2009
    5. 10. Up 513.7% Fastest Growing Segment 55+ yrs January 2009 - July 2009
    6. 11. Friend Pages
    7. 12. Business/Fan Pages
    8. 13. Custom Tabs
    9. 14. Custom Tabs
    10. 15. Insights
    11. 16. Create a Page Create a Vanity URL @ Must Have 100 Fans Vanity Example:
    12. 17. How should I post to Facebook ?
    13. 18. People are Fans because you have something they want… <ul><li>Open Appointments </li></ul><ul><li>Special Offers & Event Invitations </li></ul><ul><li>New Services & Products </li></ul><ul><li>Styling Tips </li></ul><ul><li>Inspiring Photos & Make-Overs </li></ul><ul><li>Inspirational Quotes, Local Events, About Your Clients </li></ul>
    14. 19. Who are we talking to?
    15. 20. A Revolution in Advertising Creating Ads for your Business
    16. 21. Benefits of Facebook Ads <ul><li>Great targeting options </li></ul><ul><li>Link ad to Facebook Page or Event or to your Website </li></ul><ul><li>Pay for Performance </li></ul><ul><li>Low cost </li></ul><ul><li>INTENTION: </li></ul><ul><li>Book Appointments </li></ul><ul><li>Gain Fans </li></ul>
    17. 22. Create an Offer
    18. 23. Posts Show in Your Existing Fan’s News Feed
    19. 24. Create an Ad
    20. 25. Create an Ad
    21. 26. Target Your Ad
    22. 27. Target Your Ad
    23. 28. Pricing Your Ad
    24. 30. Results After 2.5 Days: 769 Clicks, 353 New Fans - Total Spend $406
    25. 31. Results: 769 Clicks, 424 New Fans, 36 NEW CLIENTS BOOKED Total Spend $481
    26. 35. Why is Twitter important?
    27. 36. Why Twitter Matters <ul><li>The tool of the moment in 2009. </li></ul><ul><li>Pioneered Real Time </li></ul><ul><li>Astonishing Growth - 1,448% </li></ul><ul><li>(May 08 to May 09) </li></ul><ul><li>Real Time Online conversations create viral marketing opportunities </li></ul>
    28. 37. What is the difference between Facebook and Twitter ?
    29. 38. Facebook vs. Twitter <ul><li>is a place where people like to connect, and learn about each other. </li></ul><ul><li>Profiles Rich in Content </li></ul>is a REAL TIME conversation. Immediate gratification. Information gathering and giving Often appeals to different people.
    30. 39. How can my salon or spa use Twitter ?
    31. 40. Have a Conversation About: <ul><li>Open Appointments </li></ul><ul><li>New Products </li></ul><ul><li>Special Offers </li></ul><ul><li>New products, styling & self-care tips </li></ul><ul><li>Local Events, Causes, Inspirational Quotes </li></ul><ul><li>Other people’s Tweets </li></ul>
    32. 41. See what people are saying about you
    33. 42. Twitter Language Crash Course: <ul><li>@defendnola = Speaking to someone </li></ul><ul><li>RT or = Retweet (reposting a tweet) </li></ul><ul><li># before a word (ie: #Haiti) helps categorize your tweets for searches </li></ul>
    34. 44. Tips for Getting Started: <ul><li>Sign Up @ </li></ul><ul><li>Follow </li></ul><ul><li>Book Mark http://bit. ly / to shorten links (also allows for link tracking with free account) </li></ul><ul><li>Build your followers… </li></ul>
    35. 46. How to get Followers: <ul><li>Follow the followers of like-minded local businesses and organizations </li></ul><ul><li>(Auto followers like TweekGeek and Twollo seem to be too general to be useful) </li></ul><ul><li>Search Local, Affiliated Hash Tags (ie: #Dallas) and follow those people </li></ul><ul><li>Put your social media on everything! </li></ul><ul><li>Send an eMail inviting your existing clients </li></ul><ul><li>Announce on FaceBook (and Vice Versa) </li></ul>
    36. 47. Optimum Time to Post… Most Users Online: Mornings 6 am - 9 am and Afternoons 4 pm and 7pm, and during Special Events (i.e. Breaking News, Sports Events, Award Shows) Most Opportunity for Your Business: Peak Booking Times, Holidays, Days When You Need to Grow Business)
    37. 48. YouTube & Flickr
    38. 49. What about...
    39. 50. What about MySpace? <ul><li>Unique visitors per month December 2009 </li></ul>MySpace 49 million Facebook 132 million
    40. 51. What about MySpace? <ul><li>Growth over previous year Dec 09 vs. Dec 08 </li></ul>MySpace -17% Facebook +121% 0
    41. 52. What's the new BUZZ?
    42. 53. “ Tweeting ” was the breakout web term for 2009 The early favorite for 2010: “ Checking In ”
    43. 54. Location-aware Social Networking Site Launched March 2009 Red Hot Growth in Nov 2009 - Jan 2010
    44. 55. Facebook / Twitter: what are you doing. Foursquare: where you are doing it
    45. 56. Here’s How it Works: Smart phones with GPS systems list places you are near.
    46. 57. You “check in” where you are going.
    47. 58. You get rewards for going out.
    48. 59. It can also change buying decisions.
    49. 60. It can also change buying decisions.
    50. 61. It can also change buying decisions.
    51. 62. What Should I Do? <ul><li>Sign Up </li></ul><ul><li>Add Your Business to the Grid </li></ul><ul><li>Later, Send Foursquare an Offer </li></ul><ul><li>Foursquare will accept offers from salons in 1-month </li></ul><ul><li>IT’S FREE </li></ul>
    52. 64. Benefits of Blogging <ul><li>Easy to update content </li></ul><ul><li>Replaces Newsletter </li></ul><ul><li>Fresh content is favored by search engines </li></ul><ul><li>MUST be updated regularly to be effective </li></ul>
    53. 65. Free Blog Software: • WordPress • TypePad • Blogger
    54. 66. Don’t forget to integrate!
    55. 67. Connect the Sites Link all of your websites and social profiles together
    56. 68.
    57. 71. listing
    58. 72. Coupon
    59. 73. Yelp business listing
    60. 74. Encouraging User Reviews Post a link to your great reviews on & Twitter
    61. 75. Bad Reviews • Fake Bad Reviews - &quot;flag as inappropriate&quot; or &quot;Suggest a correction&quot; link YES YES NO Google Maps YES YES YES Yahoo! Local YES NO YES City Search YES YES YES Super Pages YES NO YES Edit Reviews YES YES YES Delete Reviews YES YES YES Owner Respond Insider Pages Trip Advisor Yelp
    62. 76. Helps in claiming Search Engine “real estate”
    63. 77. Why Social Media Strategies… WORK <ul><li>Schedule time several times a week. Plan Posts. </li></ul><ul><li>Always attract new followers (the right kind) - make it part of your schedule </li></ul><ul><li>Give your fans offers: Promotions, Bang Cuts, Open Appointments </li></ul><ul><li>Measure the results of above </li></ul><ul><li>Focus on your community- talk to your fans - let your fans talk you up too… </li></ul>
    64. 78. Why Social Media Strategies… DON’T WORK <ul><li>Loss of Enthusiasm / Abandoned Account </li></ul><ul><li>Not having the Right Followers </li></ul><ul><li>Not having the Right Intention - build your book </li></ul><ul><li>Not Measuring the Results </li></ul><ul><li>Commerical Posting </li></ul>
    65. 79. So, What’s Next?
    66. 80. Reply hazy. Please try again.
    67. 81. What’s Next in Social Media? <ul><li>Twitter Advertising? In Development </li></ul><ul><li>Will Twitter Fade or Rebound? </li></ul><ul><li>More location-aware networks (ie: FourSquare, GoWalla, Yelp) </li></ul><ul><li>GoogleWave launched Sept. 30 th – Still in Beta </li></ul><ul><li>• Google Targeted Advertising Like FaceBook </li></ul><ul><li>• MySpace - will it make a comeback? </li></ul><ul><li>• iTunes and Xbox integrating Facebook & Twitter </li></ul><ul><li>• ??? ??? </li></ul>
    68. 82. Don’t Be Afraid to Click.
    69. 83. Thank you.