Q1: WHY SHOULD A BRAND USE SOCIAL MEDIA? #LaunchLLC
Why Social Media?Visibility & SEO Like-Connect with potential customers & remain top of mind Repeat TrustCustomer Retention Customer Cycle-Gives customers the ability to stay updated on company news, product offerings Buy TryCustomer Service-Allows for quick & easy communication
Brands Work Best With… Large networks work “Niche” sites, most popular well for many, if not all… with… Facebook Pinterest : Lifestyle Twitter brands, Tourism, Retailers , Food brands, Magazines LinkedIn Foursquare: Universities, Museums, Lib raries, Cities, Restaurants & Local Shops
How do brands choose social media sites? The “next best thing” business syndrome Before jumping on board with the shiny new toy they need to ask these questions: Areour customers here? Does our content work well with this network? How will we use this network? How will we present our brand? A MUST monitor & measure!
Q2: WHAT DO EXECUTIVESEXPECT FROM SOCIAL MEDIA? #LaunchLLC
Real World Expectations CMO Priorities 3 Things Brands Can Track “SHOW ME THE MONEY” Top priorities of CMOs are measurable factors 1 Traffic from social media sites Achieving or increasing measurable ROI from social marketing programs Converting social media members, followers, etc., into paying 2 SEO ranking customers Achieving or increasing measurable lead generation from social marketing programs*MarketingSherpa LLC, a MECLABS Group Company 3 Leads
Priority 1 Increasing traffic from social media sites The more links brands create between social media and other online sources, the more value they add to the brand, which makes it more searchable and grows online exposure.
Priority 2 Improving SEO ranking through social media For the most effective long-term SEO strategy, focus on great content, both on a website and across other sites, such as a blog and social media sites, which are off-page SEO sources. Keep it FRESH! Every new piece of content added supports, strengthens and showcases online visibility, making the web presence stronger as a brand grows bigger.
Take note of whereLaunch Facebook isranked, over the website.Google found Facebook tobe relevant informationwhen Launch LLC SouthBend was searched.
Competing with numerousbusinesses in Google searchfor term Launch LLC.Made it on page 1 because ofwebsite content, and alsobecause of Google+ account.
Priority 3 Generating LeadsTake social media beyond just chattingwith customers, begin driving leads. 80% of Facebook users want coupons, promotions, discou nts 84% of Facebook users are After spending time creating the active dailyrelationships with customers and gaining 51% of Facebook users saidtheir trust, it is time to start utilizing this they are more likely to buy achannel to develop the buying relationship. product since becoming a fan. *Source: Mashable
Why Consumers Use Social Media Interaction A way to share & communicate Reading celebrity & politician updates To connect w/ friends, family & brands
Content marketing is communicating with customersand prospects without selling.Marketers are not pitching products or services, instead theyare delivering information. The core of this content strategy isdelivering consistent, valuable information to consumers toultimately gain their business and loyalty.
Control has shifted to the end user.What does this mean?Traditionally business had control over how informationwas consumed. Marketers use to expect consumers tocome to websites, read direct mail pieces, or simply callthem for information.Now we expect to consume information in the way wechoose. Such as Facebook, Twitter, YouTube, a blog etc.
How Do Brands Build Content? How can brands make it easy for the community to find them? Social media is so noisy, how do brands become a louder voice?
Use LOCAL resources! Facebook Pinterest Allow related businesses to Open up one board that is post, added benefit- they related to the area- allow create content for the other businesses or public brand to post photos from around town Ask to guest post on another business page Use local people from the community to help build Twitter content, Use local hashtags Ask them for input #Dayton, #WrightState Allow them to write for the company, benefit- they will tell all their friends to visit the page to see their posts/photos
MAINTAIN engagement! Use other mediums to drive traffic, important to promote social media presences, don’t forget traditional mediaText Launch to 21777receive mobile Go Mocial! Cross promote social information! media using similar marketing channels
Q4: WHAT MISTAKES DO BRANDS MAKE WITH SOCIAL MEDIA ? #LaunchLLC
Common Social Media Mistakes Ignoring social media all together Not following back Tomuch me,me,me Not humanizing posts Creating to many profiles No crisis action plan
Crisis Action PlanInform those involved what isexpected & how to handle situationsInclude answers to these important questions:•Who is responsible for reacting ?•What action is to be taken?•How do we respond? Publicly or reach out to the individual privately ?•What time frame do we allow before taking action?•If action needed from higher level employee, who makes the decision?•Who is responsible after hours?
Focus here, userpoints out companyis ignoring posts.
Companyresponds quicklyafter user postsabout the incidentand asks to get incontact with herdirectly.
Social Media Resources Webinars, Blogs, White papers, Follow experts Great e-newsletter https://www.smartbrief.com/socialmedia/index.jsp
Connect with Kellyhttp://www.linkedin.com/in/kellyjknutsonhttp://www.facebook.com/LaunchLLChttp://twitter.com/kellyjknutson www.launch-llc.com