Social Media - The Good, Bad, and Ugly

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Presentation on Social Media Marketing for BON of Calvary Church Naperville. How Do I Get to the Next Customer with Social Media Sales Sites – Benefits vs. Pitfalls. …

Presentation on Social Media Marketing for BON of Calvary Church Naperville. How Do I Get to the Next Customer with Social Media Sales Sites – Benefits vs. Pitfalls.
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http://www.slideshare.net/missrogue
tomfishburne.com/
http://www.pewresearch.org/
http://www.slideshare.net/jaybaer
http://image.exct.net/lib/fe5f1570736d057e711c/m/1/SFF22AudienceGrowth-EN.pdf

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  • Even apple doesn’t have a Twitter account.
  • Sustainably acquiring high-value customers from social marketing efforts for less cost than traditional channels is now not only possible, but a business requirement. While companies continue to spend on Facebook and other social networks, the chasm between simply dedicating resources to social advertising and true social marketing optimization provides just the space needed to truly excel and directly impact business objectives.

Transcript

  • 1. introduction 6/21/2014 Social Media– The Good, Bad, & Ugly 1
  • 2. Using Social Media as a Marketing Tool 6/21/2014 Social Media– The Good, Bad, & Ugly 2 The Good The Bad the Ugly
  • 3. Theme How Do I Get to the Next Customer with Social Media Sales Sites – Benefits vs. Pitfalls/ How to Protect Yourself 6/21/2014 Social Media– The Good, Bad, & Ugly 3
  • 4. #1 Pitfall? 6/21/2014 Social Media– The Good, Bad, & Ugly 4
  • 5. which can quickly turn into… 6/21/2014 Social Media– The Good, Bad, & Ugly 5 D o n ’ t s p r e a d y o u r s e l f t o o t h i n !
  • 6. WE NEED A PLAN! 6/21/2014 Social Media– The Good, Bad, & Ugly 6 http://www.slideshare.net/missrogue/here-is-your-magic-content-wand
  • 7. Types of social media 6/21/2014 Social Media– The Good, Bad, & Ugly 7 http://www.pewinternet.org/fact-sheets/social-networking-fact-sheet/ Pick 1 or 2
  • 8. Who uses social media? 6/21/2014 Social Media– The Good, Bad, & Ugly 8 http://www.pewinternet.org/2013/12/30/social-media-update-2013/ Whichdoesyour customeruse?
  • 9. Why do people use social media? • Staying in touch with friends • Staying in touch with family members • Connecting with old friends • Connecting with others with shared interests • Making new friends • Reading comments by celebrities, athletes, politicians • Finding potential romantic partners 6/21/2014 Social Media– The Good, Bad, & Ugly 9 http://www.pewinternet.org/2011/11/15/why-americans-use-social-media/ Social Media isused forSOCIALIZING! Isyoursocialmedia socialoranti-social?
  • 10. Why companies use social media? • Customer service • Hiring • New product launches • Acquiring new customers • Customer retention • Finding product enthusiasts 6/21/2014 Social Media– The Good, Bad, & Ugly 10
  • 11. Customer service 6/21/2014 Social Media– The Good, Bad, & Ugly 11
  • 12. Hiring .. and of course LinkedIn 6/21/2014 Social Media– The Good, Bad, & Ugly 12
  • 13. Customer retention 6/21/2014 Social Media– The Good, Bad, & Ugly 13
  • 14. Audience growth 6/21/2014 Social Media– The Good, Bad, & Ugly 14
  • 15. B2C vs. B2B • Press releases are not interesting to read • Relevant posts to your audience • Don’t name your competitors • The competition is watching 6/21/2014 Social Media– The Good, Bad, & Ugly 15
  • 16. The good • Low barrier to entry (free) • Gives you credibility • Creates transparency • Allows you to target and engage niche markets • Instant feedback • Best focus group 6/21/2014 Social Media– The Good, Bad, & Ugly 16
  • 17. 6/21/2014 Social Media– The Good, Bad, & Ugly 17
  • 18. The bad and the ugly • If you don’t have anything nice to say, don’t say anything at all • Not responding to customers • Deleting negative comments • Failing to apologize • Writing fake reviews • Offensive posts 6/21/2014 Social Media– The Good, Bad, & Ugly 18
  • 19. 6/21/2014 Social Media– The Good, Bad, & Ugly 19
  • 20. The Ugly 6/21/2014 Social Media– The Good, Bad, & Ugly 20
  • 21. We Need To Plan 6/21/2014 Social Media– The Good, Bad, & Ugly 21
  • 22. Developing Your Social Media Marketing Plan • Define your product, mission, and offer • Describe your target group • Choose your communication channel • Create your content • Are you meeting your goal? 6/21/2014 Social Media– The Good, Bad, & Ugly 22
  • 23. Guidelines for good positioning statements • It is simple, memorable, and tailored to the target market. • It provides an unmistakable and easily understood picture of your brand that differentiates it from your competitors. • It is credible, and your brand can deliver on its promise. • Your brand can be the sole occupier of this particular position in the market. You can “own” it. • It helps you evaluate whether or not marketing decisions are consistent with and supportive of your brand. • It leaves room for growth. 6/21/2014 Social Media– The Good, Bad, & Ugly 23
  • 24. Describe your customer 6/21/2014 Social Media– The Good, Bad, & Ugly 24 • Demographics • Psychographics How well do you know your customer?
  • 25. Use consumer research 89% of millennials say access to real-time product information influences buying choices. Accenture 80% of millennials buy repeatedly from a brand if they like it. Edelman 8095 Exchange Study 45% of millennials shop at stores with rewards programs. Edelman 8095 Exchange Study 63% of millennials purchase products from non-preferred brands to get a deal. Edelman 8095 Exchange Study 55% of millennials seek the cheapest options when they shop. Edelman 8095 Exchange Study 6/21/2014 Social Media– The Good, Bad, & Ugly 25
  • 26. Choose your social media site • Facebook? • Twitter? • Instagram? • Pinterest? • LinkedIn? Where is your customer spending their most time online? Is your customer even using social media? 6/21/2014 Social Media– The Good, Bad, & Ugly 26
  • 27. Create your content – Post – Listen and Respond – Learn 6/21/2014 Social Media– The Good, Bad, & Ugly 27
  • 28. 6/21/2014 Social Media– The Good, Bad, & Ugly 28 http://www.slideshare.net/missrogue/here-is-your-magic-content-wand
  • 29. Great content is.. 6/21/2014 Social Media– The Good, Bad, & Ugly 29 • Consistent • Relevant • Frequent • Balanced • Interesting • Pro-active • Reactive • Interactive • Quality • Evolving • Authentic/have personality • Positive • Right for the platform • Inspiring Greatcontentis NOTaboutyou.
  • 30. 6/21/2014 Social Media– The Good, Bad, & Ugly 30 Use social media to generate awareness. But are you reaching your underlying goal of driving traffic/increasing sales/sign ups?
  • 31. 6/21/2014 Social Media– The Good, Bad, & Ugly 31
  • 32. 6/21/2014 Social Media– The Good, Bad, & Ugly 32
  • 33. How to get to the next customer • Love your customer • Trial and error • Think long term • Humility and empathy • Create an online community • Develop meaningful relationships • Reward product enthusiast 6/21/2014 Social Media– The Good, Bad, & Ugly 33
  • 34. FAQ’s • What about Google +, YouTube, Blogs, etc? • How do I measure it? Any other questions? 6/21/2014 Social Media– The Good, Bad, & Ugly 34
  • 35. Thank you for your time and attention 6/21/2014 Social Media– The Good, Bad, & Ugly 35