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7 c's of social media to win customer hearts 2011

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  • Social Media is any tool or service that facilitates conversations over the Internet. Applies to other platforms you may use that include user conversations Facebook, Twitter YouTube, Flickr, blogs and wikis are all part of Social Media.
  • 1 x 1=1. When you work alone (at anything) it doesn't multiply very far, does it? But how about 1 x 100 or in our case 1 x thousands ? Could you use referrals, resources, ideas or a chance to find new customers from within our network of thousands of loyal, highly engaged business professionals intent on helping each other? What can we do when we all work together towards a common goal? The possibilities are endless. ..
  • 1 x 1=1. When you work alone (at anything) it doesn't multiply very far, does it? But how about 1 x 100 or in our case 1 x thousands ? Could you use referrals, resources, ideas or a chance to find new customers from within our network of thousands of loyal, highly engaged business professionals intent on helping each other? What can we do when we all work together towards a common goal? The possibilities are endless. ..
  • Could you use referrals, resources, ideas or a chance to find new customers? Could you use from within our network of thousands of loyal, highly engaged business professionals intent on helping each other? What can we do when we all work together towards a common goal? The possibilities are endless. ..
  • Could you use referrals, resources, ideas or a chance to find new customers? Could you use from within our network of thousands of loyal, highly engaged business professionals intent on helping each other? What can we do when we all work together towards a common goal? The possibilities are endless. ..
  • Half of all adult Americans now use social media sites, according to data collected by the Pew Research Center. The center found 65% of all adult Web users in the U.S. use social tools, an increase of four percentage points from a year earlier. Still, older, wealthier and better-educated adults lag the national average, even as they surge ahead in search-engine use and e-reader ownership.
  • Half of all adult Americans now use social media sites, according to data collected by the Pew Research Center. The center found 65% of all adult Web users in the U.S. use social tools, an increase of four percentage points from a year earlier. Still, older, wealthier and better-educated adults lag the national average, even as they surge ahead in search-engine use and e-reader ownership. Boomer-aged segment of internet users ages 50-64, social networking site usage on a typical day grew a significant 60% (from 20% to 32%).
  • In April 2010, eROI conducted a study of more than 500 marketers. The purpose was to understand how marketers were using email, mobile and social, and to generate new ideas for better planning for and integrating available opportunities. The focus of the survey was two-fold: 1) to determine the impact of mobile marketing in email and web marketing programs; 2) and, identifying the importance and impact of social networks in relation to their email and web marketing efforts. illustrate the most interesting of these findings in the graphic below: Read more: http://www.flowtown.com/blog/the-new-marketing-trifecta#ixzz1OpMAHNcy
  • In April 2010, eROI conducted a study of more than 500 marketers. The purpose was to understand how marketers were using email, mobile and social, and to generate new ideas for better planning for and integrating available opportunities. The focus of the survey was two-fold: 1) to determine the impact of mobile marketing in email and web marketing programs; 2) and, identifying the importance and impact of social networks in relation to their email and web marketing efforts. illustrate the most interesting of these findings in the graphic below: Read more: http://www.flowtown.com/blog/the-new-marketing-trifecta#ixzz1OpMAHNcy
  • Build your reputation? Build brand awareness? Generate leads? Generate sales? Expand your sphere of influence? Keep up to date?
  • Know about new plants Know about cutting edge products
  • According to HiveFire the greatest challenges are creating content that is original and compelling, and finding the time to do so. It was much less of a challenge to find quality content from third parties, but still, nearly half of marketers reported that was difficult as well. The survey results also found content curation was growing in importance, with nearly seven in 10 respondents saying that finding, organizing and sharing content was more important than it was last year. The same number believe it will be still more important in 2012.
  • Don’t complain Don’t whine Don’t spread bad news
  • Even if you maintain a personal website or digital portfolio, you can.

Transcript

  • 1. The 7 C’s of Social Media to Win Customer Hearts Susan McCoy September 12, 2011
  • 2.
    • What is Social Media
    • New Marketing Trifecta
    • 7 C’s of Social Media
    • 10 Minute SM Routine
    • Secrets
    Social Media Tour de Force
  • 3. What is Social Media?
    • Public Relations . . .on steroids
    • 2-way interactive dialogue
    • User-generated content
    • Consumer-generated media
    • Think “personally” chatting with someone
    • It’s WE not ME.
  • 4.  
  • 5.  
  • 6.  
  • 7.  
  • 8.  
  • 9.  
  • 10. Social Media Delivers Results
  • 11. 50% of all U.S. adults now use social networks 2011 Pew Research Center
  • 12. 32% of baby boomers on the internet use a social network EVERY DAY Up a whopping 60% from 2010 2011 Pew Research Center
  • 13. 162 million Unique Visitors a Month Up 5 million in 2 months
  • 14. 22 Million Women 40-55 years old on Facebook
  • 15. 1 Billion Tweets Sent a Week
  • 16. 182% Increase in Twitter Mobile Users
  • 17. 65 Trillion IMS Sent In 2010
  • 18. 2.5 Million YouTube Videos Uploaded Every Minute
  • 19. Over 10 Million Users 1 Billion Items Being Shared Per Day
  • 20. 1200% Increase QR Scanning May-Dec 2010
  • 21. If you remember only one thing . . .
  • 22. Social media is 90% narcissism Kyle P. Lacy
  • 23. Nothing’s Changed Since Junior High
    • 68% share content to make themselves look better.
  • 24. How has this changed the way we reach people?
  • 25. The Old Marketing Trifecta
    • Print
    • Broadcast
    • Direct Mail
  • 26. The New Marketing Trifecta
  • 27. 7 C’s of Social Media
    • Create a Grand Goal
    • Create a Clear Path
    • Create a Valuable Why
    • Create an Engaging Personality
    • Create Magnetic Content
    • Create Community
    • Create the Buzz
  • 28. 7 C’s of Social Media #1 What Are Your Objectives
    • What do you want to accomplish?
    • What do you want your customer to say/feel about your company?
    • How does social media marketing integrate with your long term company goals?
  • 29.  
  • 30.  
  • 31.
    • Write down what you want from your social media efforts.
    • Break this down into smaller and smaller targets
    • Share that goal with your team.
    • Keep that goal as the gate keeper of all decisions.
    “ Aim for the same target!” Chris Heiler #1 Secret: Goal
  • 32.
    • Who do you want to reach?
    • What do you want them to do?
    • What SM vehicles do you want to use?
    • How much time will it take?
    • How long is your plan?
    • Who will work on it?
    • What are your resources?
    7 C’s of Social Media #2 Create a Clear Path
  • 33.  
  • 34. #2 Secret: Plan a SM Calendar
    • Make a quarterly “editorial calendar”
    • Marks specific days/times to post
    • Determine key words
    • Assign a point person
  • 35. 7 C’s of Social Media #3 Create the Why
  • 36.
    • Be in it for the customer, not the money.
    • What’s in it for your customer?
    • What value do you add to your customer’s life?
    • How can we make gardening an essential part of living?
    #3 Secret: Create the Why
  • 37. #3 Secret: Create the Why Give Aways & Reviews
  • 38.  
  • 39. 28.1 Million Groupon Ads Sold In Q1 2011
  • 40. 7 C’s of Social Media #4 Create an Engaging Personality
    • What’s your voice?
    • What do you stand for?
    • Why buy from you?
    • What first impression do you want to make?
  • 41. #4 Secret: Engaging Personality
    • Be a Thought Leader
    • Be the first to know news
    • Become an expert in something
    • Follow industry thought leaders
    • Get quoted in industry publications on- and off-line
    • Populate Social Media formats – Twitter, LinkedIn discussion
  • 42. 7 C’s of Social Media #5 Create Magnetic Content
    • Become a curator of information
    • Feed your customers what they want to know
    • Ask your best customers to contribute
    • Create how-to’s
    • Use video
  • 43. 7 C’s of Social Media #5 Why Create Magnetic Engagement
  • 44. 7 C’s of Social Media #5 Magnetic Engagement High Touch
  • 45. #5 Secrets: Create Magnetic Content
    • Share highly valuable content and links
    • Give your fans access to information that will enable them to look good in the eyes of their friends.
    • Help them be seen as experts in some area(s).
    • Ask your fans what they would like to know.
  • 46.
    • Borrow from others
    • Go outside your industry
    • Ask questions
    • 5 word headlines
      • Guess what’s coming in tomorrow?
    • Share & Give Credit
    • Create chatter
    #5 Secrets: Create Magnetic Content
  • 47. 7 C’s of Social Media #6 Create Community
    • C-Generation: Content, Creative and Co-Create
    • Offer opportunities to collaborate, build reputation and discovery.
    • Give better, kinder, more sincere customer service – really
    • Get on the radar of your current customers
    • Listen and get customer feedback
    • Draw people around a common good
  • 48.
    • “ Co-create” with customers
    • Listen and feedback
    • The Customer Rules
    • Be nice and help others
    • Create a great reputation for listening, helping and sharing
    #6 Secrets: Create Community
  • 49.
    • Great research tool
    • Query followers to ask their opinion
    • Solicit their help to co-create something
    • Think customer service on line
    • Use social fans for feedback, sounding boards and information boxes
    #6 Secrets: Create Community
  • 50. #6 Secrets: Create Community
    • Offer opportunities for product reviews
    • Offer exclusive "fans-only" sweepstakes, events, workshops and other promotions.
    •   Use ads to micro-target customers
  • 51. #6 Secrets: Create Customer Hubs
    • Foursquare drives customer loyalty and reward your best customers.  
    • Reward the "mayor" with a cool experience
    • I know of a coffee shop who allows their "mayor" to dictate the store's music playlist.  
  • 52. #6 Secrets: Create Customer Hubs
    • Host "tweet ups" on a local level for your Twitter followers
    • Offer timely ‘tweeted’ offers, promotions and just in time promotions
    • Host “tweet ups” for garden writers in your area
  • 53.
    • Get your news up front
    • Positive information boosts your business to the top of search results
    • Make your company website the hub for blog, Twitter, LinkedIn, and other social profiles
    7 C’s of Social Media #7 Create the Buzz
  • 54. #7 Secrets: Create the Buzz
    • Actively talk up something
    • Seek online ops
    • Be a reliable source
    • Make connections
  • 55. Your New 10 Minute Daily Diet
    • 3 minutes
    • Check for Twitter chatter about your company and its competitors.
    • 2 minutes
    • Scan Google News, Blogs Alerts or important news.
    •   3 minutes
    • Filter and flag relevant industry-related LinkedIn and Quora questions.
    •   2 minutes
    • Log in to Facebook to scan your wall and comments.
  • 56. All about Being Popular
    • The goal of all things social is to get people to like and want to spend money on your brand.
    • Tell people why your brand is the best
    • Build brand equity
    • Get your brand into people’s heads
    • . . . and hearts!
  • 57. www.GardenMediaGroup.com [email_address] 610-444-3040 Please visit our website to download the presentation. If you use any information, please give GMG a little credit. Thank you.
  • 58. Secret: Resource http://www.flowtown.com/blog/top-25-social-media-blogs-for-businesses
  • 59. 5 Tips for Maximizing Social Media for Business
  • 60. 1. Divide and conquer .
    • List! List! List!
    • Segment lists and keep personal and professional contacts separate
    • Check your privacy settings to control who has access to what information.
  • 61. 2. Be a guru
    • Share nuggets of useful information with your business contacts
    • Offer advice when they ask for recommendations or ideas.
  • 62. 3. Give and you shall receive
    • Be generous with your contacts
    • Offer to make introductions
    • Sharing useful information they post with your own network.
  • 63. 4. Use photo features .
    • Images! Images! Images!
    • Provide easy access to your images
    • Create albums on Flickr or Facebook, or use Twitpic or similar photo-sharing tools
    • Showcase new plants or products.
  • 64. 5. Do Not Rant
    • Unless you are GardenRant
    • Never say anything disparaging about your current or former company, coworkers, clients or other business contacts.
  • 65. www.GardenMediaGroup.com [email_address] 610-444-3040 Just Get Social