Secrets to Converting Customers Using Social Media

SECRETS TO SOCIAL MEDIA ROI
Andrew Melchior, Co-Founder
[email_address] @atraine

Social Media is BUZZING… But what is it?
A group of Internet-based applications that build on the ideological and technological foundations of the Web, and that allow the creation and exchange of user-generated content

Three Ships Media

"I happen to know that companies like ZAGG generate thousands of dollars through Facebook by posting discounts or information about new products. In the future, don’t be surprised if Facebook allows purchase and checkout directly from its platform." Scott Cowley - ZAGG in-house, SEO Ninja

"Social media is an opportunity for us to engage with consumers and have a conversation, which is different than paid media, when you're just shouting through a bullhorn." Jeremy Morgan - Senior VP of Marketing
Founded in 2007
From 3 – 150 locations
Coupons etc. via Facebook (67K followers)

What We Always Hear and Read
Join / create a community…
Start blogging…
Create a Facebook page…
Get on Twitter and start tweeting…
You’ve got to interact with your customers online…
All true , but we are not going to cover this today

What We Will Cover Today
What’s Hot?
A No Brainer?
SM to Improve Rank in SERP’s

What is Pinterest?
Pinterest (launched in March 2010) is a virtual pinboard that let's you bookmark to organize and share all the beautiful things you find on the web
You can create your own pinboards and you can browse other people's boards as well
Core difference with Pinterest
It says Look at THIS, instead of Look at ME!
Pinterest is the Twitter of 2012
What’s Hot

Traffic grew by 429% from 9/11 through 12/11 to roughly 7.2 M in Dec.

Broke the 10 Million mark in January 2012 becoming the fastest independent site to hit 10 M uniques/month in the U.S.

Percent of Pinterest traffic coming from female users Source: Experian

Percentage of Pinterest users between 25-44 yrs old Source: Experian

Percentage of retail referring traffic Pinterest accounted for during January 2012 Facebook = 26.4% Twitter = 3.61% Source: Shareaholic

Travel companies and conferences companies use Pinterest to promote locations

DSM uses Pinterest to highlight recent content marketing and infographic pieces

NORDSTROM uses Pinterest to highlight their fashion lines

Utah based ZAGG features products, gadgets, other related things

Gifts for Bloggers - Product retailers are making pinboards specific to markets GET CREATIVE!!!

Technically Speaking…
“ Wanted to prove how easy it is to use Pinterest. Taught my son. Now he's pinning his favorite things (video games, books, etc) + things he wants (great for us - we won't have to guess when it's his birthday)”
Janet Thaeler @newspapergrl
Her Pinterest board for small
businesses:
http://pinterest.com/pinterestbiz

Leveraging
Create a company account
Create boards for your products, services, interests
Pin images to your newly created boards
Make sure your pins are shared on your company Facebook and Twitter profiles

Leveraging
Make sure your site is optimized for Pinterest
Anything that is programmed in Flash CANNOT be pinned
Many JavaScript image preview tools block the option for pinning
Test, Test, Test
Use the bookmarklet tool from Pinterest on your own site
Pinterest also offers a “Pin It” button you can add to products, images, etc.
There are Plugins out there for WordPress

Yelp is an online urban city guide that helps people find cool places to eat, shop, drink, relax and play, based on the informed opinions of a vibrant and active community of locals in the know
No Brainer

This is where I eat donuts!
Reviews Breakdown

Founded in 2004
Approx 66 million monthly uniques in Q4 2011
Yelpers have written over 25 million local reviews
In addition to reviews, you can use Yelp to find events, lists and to talk with other Yelpers
Roughly 35% of users access Yelp via Yelp’s mobile apps

Don’t pigeonhole Yelp!

Real life example…

Leveraging

Business Accounts Get: https://biz.yelp.com/
Analytics and Stats
You can respond to reviews
Add business photos
Advertising options
Additional features

Optimize your page/listing
Professional photos
Detailed business info
Correct website URL
Correct phone number
Correct address
Offer coupons/specials
Offer check-in offers

Policy – Yelp has advised business owners not to offer incentives for reviews

How to get reviews:
Ask where they found you… mention Yelp
Post a Yelp sticker on your door, window, etc.
Post Yelp reminders on printed materials
Post and link to your Yelp page from your website
Talk to your customers… mention Yelp and what great finds you’ve come across using it

Using Social Media to Improve Rank in SERP’s
Use social media strategically to improve rank in SERP’s to benefit in both social and SEO
Breakdown of External Traffic Sources to Content Source: Outbrain

Social Signals
Social signals are social shares (votes) of your website content including: Facebook likes, Tweets, etc.
Social signals now help improve rank in SERP’s on a domain, page, and keyword level

Content Marketing = Rank = ROI
Publish strategic content on your domain to bait social votes, shares, and acquire traffic from social domains
Could include:
Written blog posts (list posts)
Infographics
Video
Images
Controversial thoughts/data

Title
Text
Text
Bullet

Content Marketing = Rank = ROI

Title
Text
Text
Bullet

Content Marketing Benefits
Primary objectives
Rank improvement = ROI
Links
Secondary objectives
Social shares
Traffic
Users with informative information

Andrew Melchior, Co-Founder
dreamsystemsmedia.com
andrew @ dreamsystemsmedia .com @atraine
THANK YOU! Download: http://www.SlideShare.net/MattSiltala

Secrets to Converting Customers Using Social Media

by Avalaunch Media on Feb 22, 2012

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