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Wholesale Florists & Florist Supplier Association: Social Media 2013
Wholesale Florists & Florist Supplier Association: Social Media 2013
Wholesale Florists & Florist Supplier Association: Social Media 2013
Wholesale Florists & Florist Supplier Association: Social Media 2013
Wholesale Florists & Florist Supplier Association: Social Media 2013
Wholesale Florists & Florist Supplier Association: Social Media 2013
Wholesale Florists & Florist Supplier Association: Social Media 2013
Wholesale Florists & Florist Supplier Association: Social Media 2013
Wholesale Florists & Florist Supplier Association: Social Media 2013
Wholesale Florists & Florist Supplier Association: Social Media 2013
Wholesale Florists & Florist Supplier Association: Social Media 2013
Wholesale Florists & Florist Supplier Association: Social Media 2013
Wholesale Florists & Florist Supplier Association: Social Media 2013
Wholesale Florists & Florist Supplier Association: Social Media 2013
Wholesale Florists & Florist Supplier Association: Social Media 2013
Wholesale Florists & Florist Supplier Association: Social Media 2013
Wholesale Florists & Florist Supplier Association: Social Media 2013
Wholesale Florists & Florist Supplier Association: Social Media 2013
Wholesale Florists & Florist Supplier Association: Social Media 2013
Wholesale Florists & Florist Supplier Association: Social Media 2013
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Wholesale Florists & Florist Supplier Association: Social Media 2013

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Yvonne Ashton, the Director of Marketing for Mayesh Wholesale Florist, presents her thoughts on social media best practices. As the presentation time was limited, Yvonne selected 1 particular subject …

Yvonne Ashton, the Director of Marketing for Mayesh Wholesale Florist, presents her thoughts on social media best practices. As the presentation time was limited, Yvonne selected 1 particular subject to focus on - content marketing. You need killer content to be successful with social media marketing!

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  • Play #hashtag video: http://youtu.be/57dzaMaouXA Good Afternoon everyone! My name is Yvonne Ashton and I am the Director of Marketing for Mayesh Wholesale Florist. I’m here today to talk to you about social media strategies & best practices, but I’ve selected 1 particular subject to focus on since our time here is fairly limited. It is something that I very passionate about and it does not involve learning about any particular social media platform or about hashtags, for that matter, although I do hope you enjoyed #hashtag video, after filling up from lunch … I want you to be alert and ready to learn …. So without further adieu let’s get started …
  • I had the list of people and companies sent to me who had registered for this session. I went through each and every company and searched for their Facebook page just to see where we are as an audience. 43% of the companies are doing well or ok, 22% I could find a page but had major issues (like their last post was from a month ago or even over a year ago), and then we still have 35% who are not on Facebook at all. Since we are a B2B industry, I thought I could maybe find more of you on LinkedIn, but that was not that case. I only found 13 companies with a presence on LinkedIn and the majority of those were not active pages.
  • Let’s talk about the typical problem when it comes to figuring out how to do social media...
  • Now we’ve gone over our challenges, let’s review 2 different marketing styles.
  • So where does social media fall? Hopefully you said inbound marketing.
  • So we have review our typical problem regarding social media, we know where we are as an audience, we’ve review our marketing issues, and know what the difference is between outbound and inbound marketing. Let’s get into the meat of our discussion ….What comes first … social media or marketing?Who has heard of “content marketing”? Content marketing is a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action. – Content Marketing Institute
  • Content that supports your brand AND is what your audience wants to consume. You want to strive to Create killer content!“Killer content will earn attention, create trust, establish credibility and authority, and convert visitors and browsers into buyers.”Without valuable content, there is no social media success.If your social media plan involves only speaking about your brand, perhaps some coupons, and trying to ask questions to an audience that is not engaged with your community, you will be very disappointed by the result.Now that we have a better understanding about content and social, let’s look at a couple of examples of what not to do… these are real posts by real wholesle florists …
  • Before I get into best practices, let’s review a couple of examples of what I consider to be content done wrong…Yes, it is a fun picture, but what does it do for your customer? While it is great to show personality, I believe you should do with it within the context that your community is expecting and should be somehow relevant to their life. This is just taking up valuable space in your communities news feeds.At first glance you may say “nothing”, but what if I told you that this wholesaler’s posts are usually pricing and special related? Think back to our Outbound vs. Inbound marketing definitions? Social media is a great tool for inbound marketing and This wholesaler is applying push marketing (or outbound 1.0) in a platform that was built for interactive communication. Try to stick to the 80/20 rule - It is ok to “sell” 20% of the time, but the majority of your posts should try to focus on providing relevant value to your community.What they both share is that they lack content!
  • Content Creation Types – Evergreen or original, curated, and repurposed
  • Evergreen or original Content creation: is original content that will continue to drive traffic to your site over an extended period of time. While a news piece will eventually lose relevance, evergreen content maintains value over time. Here are a few examples of evergreen content:how-to postsbest practices articlesreference-style posts, such as “Everything You Need to Know About ______” or “A History of ______”
  • Curated Content - If creating your own content is not an option, content curation (when done correctly) can be a quality alternative. Examples of curated content include:a blog post with links to insightful stories about a given topica weekly email with links to important industry newsan article with brief commentary on relevant infographicsOne way, curate we will post pictures customers. Instagram
  • Repurposed Content creation - E-books, white papers and research pieces take a significant amount of time and effort to produce. Repurposing or recycling these pieces helps get a few more miles out of the work you put in. For example:turn long-form content from an e-book into a glossary-style blog postsummarize one section of a white paper in an email newsletterreuse images as content for Pinterest, Facebook and other visual web platforms
  • This is where the “70% of the buying process is completed prior to sales engagement“. Social media is not just about becoming “friends”, it’s about creating brand awareness, nurturing relationships and gently guiding our prospects into our sales funnel. We do not use social media for the “hard sale” because we would loose fans and trying to sell does not lend itself well in creating a community. And that is one of the biggest reasons why Mayesh is successful in social media … we are creating and nuturing our community.
  • Getting buy in is very important for every department that may be affected by your social media marketing. Over the 3 years, I’ve hit many bumps in the road, but you cannot be afraid to make mistakes. You address them, learn, and move on.What are the best social media channels? Facebook is a great platform and has performed very well for us. I particularly love Facebook because of the Insights that they offer – they tell you what types of posts perform well, when your audience is online, your fans demographics and so much more. They take the guessing out of the game so that you can optimize everything you do. We mainly use Twitter to broadcast our Facebook posts, but do try to interact with our followers. Twitter national parties. LinkedIn is a great B2B platform and I love the groups. Google+ is new and the benefit is still to be determined, but there are rumbling that Google+ will affect your SEO standings, so why not post here too? YouTube - video is a great focus for us and has been very successful especially with our Mayesh Design Star series. YouTube’s statistics show more than 1 billion unique users to their site each month. There’s over 6 billion hours of video watched each month on YouTube. That’s almost an hour for every person on earth. This number has increased by 50% from last year. There are 100 hours of video uploaded to YouTube every minute.Social Media Examiner: Our 2013 Social Media Marketing Industry Report shows that 69% of marketers plan on increasing their YouTube marketing in 2013.Pinterest, Instagram – these are growing and changing the way we think about the web. Pictures and video can say so much more in a short amount of time than words alone.Types of Content – white paper, product guide, video, how-to, etc. what does audience want to consume. What questions can you answer for them? What can you provide insight on? An example of this is my recent trip to a couple California farms for Mayesh’s managers meeting. I easily created content by taking pictures and small video clips on how the farm works.ROI – how do know social media is generating leads? For Mayesh, we track how our ShopMayesh registrations are finding us. Another to track ROI, but it is more vague, but we look at our google analytics to see what our top landing pages are. I can tell you that our home page is our #1, #2 is our Flower Library, and #3 is our Blog. People are finding us because of our content.Last, but not least, are you prepared for when someone posts something negative about your company on social media?? I’m going to tell you 1 story… 1st, a customer had complained our page product they received that was bad quality. As long was you are prepared in advanced, then you will have a framework for how to handle theses types of situations.
  • PURPOSENobody has time to waste. Take a look at your strategy and review the reasons your business is implementing a social media marketing plan. What do you want out of social activities? Are you trying to drive people to your website, your blog, or your Facebook page? Focusing on your ultimate goal will guide your next steps: what you do (what channels you will use), when you do it (what schedule you will aim for), and what content you’ll share (blogs, ebooks, testimonials, webinars, tip sheets, etc.). This kind of analysis can head off social missteps (remember the United Airlines baggage handlers’ debacle?) and help you focus on what’s important and productive.SCHEDULINGSocial media is global now; it doesn’t sleep. Your social media management tool needs to allow you to easily schedule messages, unless you have employees who cover all the time zones in shifts! Even while you sleep in, say, Duluth, you will want to schedule messages to go out to your customers in Tokyo during their workday.If you want to take scheduling to the next level, look for a tool like HootSuite that integrates with a Contact Relationship Manager like Nimble and offers the ability to schedule large batches of messages at once. This will be an incredibly useful timesaver when it comes to managing campaigns or contests that require heavy messaging around a certain period of time.GEOWhen it comes to interacting with your customers, those in different locations may have different needs, speak different languages, or follow different trends. You’re going to want to optimize your searches and filter them by language to help you curate relevant content for different demographics.KEYWORDSThrough social media, businesses can keep their finger on the pulse of their industry. Setting up keyword search streams provides insight into what your customers think is trendy. This can be great intelligence to help you develop a marketing strategy that focuses on your customer’s lifestyles and personal preferences. There are lots of apps that will help with this; you can set up Google alerts for free and chose how often you want to be notified.Keywords are useful for keeping track of competitors’ activities but they’re also useful for tracking brands that are complementary to yours. If your product or service is often purchased in conjunction with another product or service, keep an eye on the complementary product’s social media activity. Be ready to take advantage of promotions or recent sales — because these are potential leads ready to be converted.COLLABORATIONIt takes two, as they say, to tango, especially when it comes to being social. An effective social media campaign will benefit from collaboration. Set clear expectations and solicit employee buy-in. Can your employees help you with the management of your social presence? Are they enthusiastic about participating? Do you have a social media management tool that enables you to seamlessly collaborate with your team to ensure you execute an integrated social media management strategy? The answers to these questions can mean a greatly amplified social voice for your brand.REPORTINGGone are the days of social media purely being about “building buzz.” It is now a line item in budgets as business owners invest resources to turn social relationships into business opportunities. With a line item comes the need to demonstrate return on investment.Set up a system for analyzing important metrics (such as click-through rates on shortened links, clicks by region, and top referrers). It’s also important to have access to Facebook Insights and Google Analytics. You’ll want to track your Twitter @mentions and watch trends as people follow you on Twitter. Are you on Google+ or LinkedIn? What metrics will tell you if you are succeeding? You might have to pull your statistics from several places, but the data is valuable and worth a bit of trouble.Access in-depth granular metrics on the efficacy of your social media programs. This is important because you will understand which messages result in the highest number of conversions, which platform is providing the greatest return — even what time of day is most effective to drive traffic.WHAT IT TAKES TO SUCCEEDSocial media is here to stay, but it’s still in its formative stages, and a lot of brands are still just skimming the surface of its business potential. To maintain a competitive advantage, businesses need to stay alert and aware. Develop a strategy you are comfortable implementing, even if you start small.. Then stay focused. Don’t waste your time telling your followers where you’re eating lunch. Have a purpose, prioritize your tasks, and keep good metrics to track results. When you do these things, your social media efforts will result in increased revenue to your business.
  • Any questions??
  • Transcript

    • 1. Today’s Audience Facebook Participation No 35% Yes ok/good 43% Yes – major issues 22%
    • 2. TYPICAL PROBLEM…
    • 3. Marketing Challenges We Face • It takes somewhere around 7-12 impressions/touches for an idea to stick • 70% of the buying process is completed prior to sales engagement • We have less than 7 seconds to catch attention • How do we know that our efforts are successful?
    • 4. Outbound vs. Inbound • Outbound Marketing: – intrusive, interruptive, and a style of one-way shouting at our customers . • Inbound Marketing: – conversations, collaboration, communities, and word of mouth.
    • 5. WHAT COMES FIRST? Content marketing is a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action. – Content Marketing Institute
    • 6. What is Wrong with These Posts?
    • 7. Content Creation – Best Practices • Change your mindset from marketing to publishing – creating content that educates or entertains. • Brainstorm – what are your customers’ pain points, FAQs, related topics of interest, etc. • Start a company blog • Create consistently • Speak like a human • Care & have passion • Involve other company employees
    • 8. Content Creation Types • Evergreen/Original • Curated • Repurposed
    • 9. Evergreen/Original Content
    • 10. Curated Content
    • 11. Repurposed Content
    • 12. http://kathleendeggelman.com
    • 13. Social Media Best Practices • Get buy in from executives, sales teams, and other stakeholders • Identify the best social media channels for your business • Experiment to find out what types of content works the best • ROI – know how you can track your social success • Have a plan to deal with negative situations/posts
    • 14. Social Media Strategies • Define Your Social Media Purpose • Post Consistently; be reliable • Scheduling capabilities – E.g. Hootsuite, Argyle and TweetDeck • Keywords – Tools like Google Alerts help you track what your customers think is trendy; Your Sales People • Collaboration – Employee buy-in, help with social management, tools to collaborate (Hootesuite/Twitter parties) • Reporting – Facebook Insights and Google Analytics • Blogging – this is the hub for your content
    • 15. A Few of my Fave Resources: http://www.marketingprofs.com http://www.socialmediaexaminer.com http://academy.hubspot.com/ http://www.marismith.com/ http://contentmarketinginstitute.com/
    • 16. Connect with me: yashton@mayesh.com http://www.mayesh.com/blog.aspx (LinkedIn) Connect with Mayesh: https://www.facebook.com/MayeshWholesale https://twitter.com/Mayesh http://www.pinterest.com/mayesh/ http://instagram.com/mayeshwholesale https://www.youtube.com/user/MayeshWholesale
    • 17. 15 Killer Questions to Spark your Content Creation • • • • • • • • • • • • • • • What specific needs do my customers have? What are the common pain points of my customers? How do we add value or provide benefits to our customers? What service or product examples could be effectively highlighted with case studies? What is new (products, services, research, theory) in the industry? Why do customers like using us or what keeps them coming back? How are we different and what makes us stand out from our competitors? What company information, news or behind the scenes tidbits will people find interesting? How can we effectively create a connection with potential customers? How can we maintain and strengthen relationships with our existing customers? What common questions do customers ask us? How can I promote my content once it is published? Is it possible to make the content evergreen, so that in a years time it will still be of value? How can we help our customers complete desirable goals? How can we effectively communicate our brand values? http://socialmediatoday.com/ubersocialmedia/1615906/15-killer-questions-spark-your-content-creation

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