Frithjof Petscheleit
Business Coach
Tweet4ok Social Media Services

frith@tweet4ok.com
Facebook.com/tweet4ok

@Tweet4ok

©...
social media is the new word-of-mouth
social media marketing
leads to…
• new customers
• repeat business
• referrals

4

©...




A new Dimension to
◦ Marketing
◦ Customer Service
◦ Communication
◦ Networking
A new Customer
◦ Connected
◦ Informed...
social media endorsements = ROI
likelihood of purchase
when referred by social media
7%

71%
more likely if
referred

more...
10

© 2014
discover preferred channels
add social icons to email
campaigns to define your
audience’s preferred channels
your contacts...
what’s right for my business?

Facebook

12

LinkedIn

Twitter

Pinterest

Instagram

Google+

© 2014
why create a
business page?

1,000,100,000
active users

522,000,000
daily users
Source: Facebook

15

© 2014
should I be using
Twitter?

288,000,000
active users
Source: Global Web Index (February 2013)

88%
follow at least one bra...
should I be using
LinkedIn?

83%
of B-2-B marketers are using LinkedIn
Source: Content Marketing Institute (October 2012)
...
should I be using
Pinterest?

10,400,000
active users
Source: Customer Magnetism (May 2012)

21%
of users purchased someth...
should I be using
Instagram?

100 million
monthly active users
Source: Instagram

40 million
images are uploaded every day...
should I be using
Google+?

343 million
monthly active users
Source: GlobalWebIndex (February 2013)

5 billion times
is ho...
tools to manage + monitor
Hootsuite

23

© 2014
 Ask

open ended questions
 Listen
 React asap
 Follow up
 Build alliances with others
 Post relevant content regula...
social media “don’ts”
what NOT to include in your
Facebook, Twitter, and
LinkedIn Updates.
 don’t pitch.
 don’t overtly ...
address and encourage “positivity”


positive comments are an
opportunity – spread the message



respond…say “thank you...
turn negativity around…
 always reach out to
the customer.
 let your network know
that you are
addressing the issue.
 a...









The real power is in the network!
Don’t confuse “social proof” with follower
counts
Brand advocates are “wor...
CONSTANT CONTACT TOOLS

INTRODUCTION

GOALS +
OBJECTIVES

CAMPAIGNS

CHANNELS

RESULTS

TOOLS

SUMMARY

© 2013
FREE Email Quick Start - $149 value!
Buy today to receive:
• Account set-up
• Contact list upload
• Website match

Enter p...
How to Engage People using Social Media
How to Engage People using Social Media
How to Engage People using Social Media
How to Engage People using Social Media
How to Engage People using Social Media
How to Engage People using Social Media
How to Engage People using Social Media
How to Engage People using Social Media
How to Engage People using Social Media
How to Engage People using Social Media
How to Engage People using Social Media
How to Engage People using Social Media
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How to Engage People using Social Media

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Slides of my presentation to the Kelowna Chamber of Commerce on March 5th

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  • Presenter should introduce themselves. clarify relationship to Constant Contact.(Ask people in the room if any of them have ever attended a previous seminar. If there are a lot,Clarify that this is new content but that some of the same strategies we have taught in the past still applySo they might see a few familiar strategies or tips along the way. (Then mention the workbook – explain what it is, briefly, and let them know that you will refer to itThroughout the session with short exercises for them to complete. Next ask …)How many people in the room are small businesses or work for a small business?How many are nonprofits ….on purpose (they will laugh) relate to the room that you know it’s been a tough year for some and that the informationCovered in the session should help them start to move the needle.
  • Having a great CTA. A Social Campaign is only as good as what you’re offering. Is it compelling? Is it useful? Is it something your customers will want? CTAs in original slide…traded out to match the CTAs in the SC templates per S.S.Visit your retail locationPlace orders onlineCall you to purchase or book your servicesWrite a positive reviewTell their friendsDownload more informationRegister for an eventoffer a couponrun a sweepstakessell with e-commerceshare exclusive contentget donationsshare a videosign up for your email newsletter
  • Just like in the other real life it doesn’t matter where the conversation takes place. The tools and means are secondary. The quality of the conversation and is the key.It is irrelevant if I like Twitter, Facebook, Email or telephone if I want to reach my audience I have to go where it is
  • Social Media is real life – To be successful we have to integrate it into all areas of our business
  • Social Media is a revolution in the way we find, interpret and share information about our life. Like any other revolution this one is changing all areas of our lives, often faster than we realize.The reason that Social Media is so powerful is that it is actually nothing new – the same rules apply.If your business concept is flawed, you won’t fix it by going on social media.
  • 71%of consumers are more likely to purchase a product based on social media referralsSource: http://blog.hubspot.com/blog/tabid/6307/bid/30239/71-More-Likely-to-Purchase-Based-on-Social-Media-Referrals-Infographic.aspx
  • There are easy ways to discover which social media channels are your customers’ preferred channels. (Click) Remember: your contacts, customers, and prospective customers want to keep in touch with you on their terms, so dive in and learn the nuances of the more popular social media tools like Facebook, Twitter, and LinkedIn. Your audience, marketing objectives, and available resources will dictate which social media is right for your business or organization. Another easy idea? (Click) Add social media icons to your next email marketing campaign or website and measure the number of new fans, followers, comments, etc. You will quickly be able to assess which channels are the most popular using click-through information available within Email Marketing reports or website analytics .
  • As you get to know what channels your audience likes, also consider what you should be using for your business. Let’s talk about each social media channel, how to use them, and how you might use them for your business or organization.
  • UPDATED 10/2012- CHWhy are businesses and organizations using Facebook? It’s because the majority of people who use social media are on Facebook, which means your customers or members are there too. There are now over 1 billion active users, and more than 500 million of them log on to Facebook in any given day.They’re spending a lot of time on Facebook and it’s not just about connecting with their friends and family. Users are also connecting with the brands and businesses they like.Let’s meet one of those businesses, who we’ll use to illustrate how Facebook can be a key part of driving your strategy.[click to next slide]Source: http://newsroom.fb.com/content/default.aspx?NewsAreaId=22ADDITIONAL STATS: People Interact With their Favorite Brands on Facebook More than other Social NetworksFacebook – 34%, Twitter – 4%, LinkedIn 1%2011 Chadwick Martin Bailey and Constant Contact Consumer Pulse
  • UPDATED 4/2013- ACActive users on Twitter: 288,000,000http://www.mediabistro.com/alltwitter/twitter-growth_b36955 February 2013 Source: Global Web Index88% of users follow at least one Brand on TwitterMore than half of all users follow 6 or more brandshttp://techcrunch.com/2012/10/02/twitter-follow-brands/Tech Crunch, 10/2012If you ask the folks at Twitter if they are a social media network, they will correct you and identify themselves as an “Information Sharing Tool”. In essence, Twitter allows you to listen to global conversations about anything and everything in real time, as they are happening. This is important to any Small Business Owner for many reasons, including:
  • UPDATED 10/2012 CH83% of marketers are using LinkedInContent Marketing Institute B2B Content Marketing: 2013 Benchmarks, Budgets, and Trends- North America, October 2012http://www.slideshare.net/CMI/b2b-content-marketing-2013-benchmarks-budgets-and-trendsnorth-america-1485577033% of Non-profits and 52% ofAssociations using LinkedInNonprofit Social Network Survey Report, 2009
  • http://www.mediabistro.com/alltwitter/online-users-social-media-infographic_b22882http://www.socialmediaexaminer.com/pinfluence-book-review/http://therealtimereport.com/2012/04/02/pin-commerce-21-of-pinterest-users-have-purchased-a-product-they-found-on-the-site/If you are not using Pinterest, you might have heard of it. Pinterest is a virtual bulletin board where users pin images or videos to boards they create based on different categories. The top categories are home, arts and crafts, style/fashion, and food (http://mashable.com/2012/03/12/pinterest-most-popular-categories-boards/) Many of these pins are things they want to purchase, and are linked to e-retail sites.How do you pin something? You can add tools to your Internet browser that allow you to press a button or right click and pin. Many websites also have Pinterest buttons – just click from there and select which board to pin to.[click to build]Pinterest now has 10.4 million active users[click to build] 21% of those users have purchased something they saw on Pinterest
  • Should you be on Instagram? You should if you have images to share – and if you have a smartphone.Instagram is a mobile app for the iPhone and Android – you can’t add images via your computer – it’s all done through your phone. You can see Instagram users’ profile pages and photos in your computer’s web browser, but all uploading and interaction take place through the app.[click to build] 100 million monthly active users http://allfacebook.com/instagram-reaches-100-million-monthly-active-users_b111646?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+allfacebook+%28Facebook+Blog%29[click to build] 40 million images uploaded every day (AllTwitter.com, Nov. 2012) http://www.mediabistro.com/alltwitter/social-sharing-2013_b38339
  • 343 million monthly active users: http://socialmediab2b.com/2013/02/b2b-social-media-google-plus-best-platform/http://socialmediab2b.com/2013/02/b2b-social-media-google-plus-best-platform/37% taken an action http://www.marketingprofs.com/charts/2012/9671/facebook-pinterest-trigger-more-offline-actions-than-other-social-sites5 billion times Google +1 button used per day http://www.jeffbullas.com/2012/11/28/the-latest-27-social-media-facts-figures-and-statistics-for-2012-infographic/What is Google+? According to Google, the idea is to make sharing on the web more like sharing in real life. Essentially, the user experience is similar to that of Facebook (a news feed based on status updates and shared content, recommended friends, etc.), but the idea here is to make it easier to share content with specific sets of people (called Circles) instead of just publishing content on your wall for everyone to see.Google+ is a small but growing social network – [CLICK TO BUILD] there are 343 million monthly active users, and [CLICK TO BUILD] their +1 button is clicked 5 billion times a day. The +1 button is similar to a Facebook like, and allows you to give a stamp of approval/endorsement of content that’s shared by other Google+ users.
  • When you’re just getting started monitoring and listening to what is being said about you, there are several easy and free tools at your avail:HootSuite: a social media dashboard for teams used to gather intelligence, search, etc.Last but note least: NutshellMail: (more in the next slides)Google Alerts: Google Alerts allows you to “save” keywords. Google Alerts will then send you an email anytime your keyword matches with new content found on the web.You could mention these as well…TweetDeck: a real-time browser, connecting you with your contacts across multiple social platforms such as: Twitter, Facebook, MySpace, LinkedIn, Foursquare, Google Buzz, etc.RSS: Real Simple Syndicate. Use a web reader (such as Google Reader) to “pull” new content to you in real time. You can apply an RSS feed from newspapers, blogs, and most content distribution channels.
  • Announce your new presence in your newsletterwith a clear Call-to-ActionInclude standard links in every email so subscribers can share your contentInclude social media sign up icons in every email so subscribers can join you on your social sitesAnnounce your new presence in your newsletter with a clear Call-to-ActionInclude standard links in every email campaignAlways include a share bar in every email. Make it effortless for your network to share your great content
  • Speaking of starter content, one of the best ways to reuse content is by repurposing email marketing newsletter content. Most Email Service Providers such as Constant Contact provide a Share Bar at the top of emails which will allow both you – and your recipients – to share your content across social networks. Whenever possible, add Social-sharing capabilities to your content to provide customers and prospects alike an effortless way to share it within their networks.
  • Once you are actively monitoring for social media channels, you will encounter both positive and negative comments. Positive comments are a perfect opportunity to interact and help spread your messages and other content. Social networks are a convenient way for people to share interest and excitement, but more importantly… relationships. So what should you do?Comment back. A simple sentence to show you are interested in what they have to say demonstrates that you are listening to your customers, and those prospects that are lurking. Whenever someone says something positive about your business, simply say ‘Thank you!’ online – publically – to reinforce continued engagement and show prospective customers that you are listening.Answer questions. Clear and helpful answers to questions posed by your customers is a hallmark of excellent customer service. The benefit of answering them on your social media network is twofold: 1) odds are others have the same question and will be helped- or chime in for more information, and 2) you can then repurpose your answer (content!) by including it in your Email Marketing, Tweeting it, etc.This graph shows Yelp’s aggregate rankings of businesses as of September, 2009. Yelp is a ratings and review social site which allows consumers to share the experiences they've had with local businesses. This As you can see, the majority of online feedback is positive.
  • Negative comments are inevitable: social networks can be a convenient way for people to vent any frustrations. Remember that social media marketing is about creating positive relationships through many-to-many (not one-to-one or one-to-many) engagements. Rather than fear negative comments and a tarnished reputation, look at every negative review as an opportunity to engage with the dissatisfied customer, resolve their problem, and further delight them with an excellent customer experience. Study after study shows that if you can resolve a problem, a customer will be more likely to buy again and recommend you than someone who had a pleasant experience the first time around. And since most content that is shared on social networks can be seen by others, your engagement with both positive and negative commentary will inspire credibility and trust with both old – and new customers. [Note: see in-slide example. Boloco asks a complaintive customer to Direct Message them his Boloco member card number so that they can remedy a poor experience, a.k.a., give him a free burrito on-the-house. Notice that the interaction took place on Twitter, offline, in a Direct Message (DM), but Boloco publicly and graciously responded so that Boloco’s quick action to satisfy their customer is transparent to all Followers).1. Always reach out to the customer, ideally offline!Pick up the phone if possibleUse a private message, email, or DM2. Let your network know that you are addressing the issue. [See Boloco example above]Don’t be afraid of publically addressing a negative comment on social networks. Delight the customer to turn a negative experience into a positive one they’ll tell their friends about!
  • And just to reiterate, Constant Contact has three products that feature heavily in email and social media marketing,Starting with our flagship Email Marketing tools, Social Campaigns help you make offers on a facebook page and increaselikes and engagement and EventSpot helps manage and promote any kind of event.
  • How it works:Attendee buys email marketing at seminar. Enter promo code: FEB14EMAIL at checkout (Offer expires at midnight on February 28th)ALE will set up account and upload customer’s list for them. Custom services will perform the WSM. They take the existing logo, colors, typeface off the clients website and customizes an existing Constant Contact template. The customer gets a clean, efficient design that ties in well with their brand.
  • How to Engage People using Social Media

    1. 1. Frithjof Petscheleit Business Coach Tweet4ok Social Media Services frith@tweet4ok.com Facebook.com/tweet4ok @Tweet4ok © 2013
    2. 2. social media is the new word-of-mouth social media marketing leads to… • new customers • repeat business • referrals 4 © 2014
    3. 3.   A new Dimension to ◦ Marketing ◦ Customer Service ◦ Communication ◦ Networking A new Customer ◦ Connected ◦ Informed ◦ Greater Reach
    4. 4. social media endorsements = ROI likelihood of purchase when referred by social media 7% 71% more likely if referred more likely if not referred Source: Hubspot, January 2012 9 © 2014
    5. 5. 10 © 2014
    6. 6. discover preferred channels add social icons to email campaigns to define your audience’s preferred channels your contacts want to keep in touch, but on their terms 11 11 © 2014
    7. 7. what’s right for my business? Facebook 12 LinkedIn Twitter Pinterest Instagram Google+ © 2014
    8. 8. why create a business page? 1,000,100,000 active users 522,000,000 daily users Source: Facebook 15 © 2014
    9. 9. should I be using Twitter? 288,000,000 active users Source: Global Web Index (February 2013) 88% follow at least one brand Source: TechCrunch (October 2012) 16 © 2014
    10. 10. should I be using LinkedIn? 83% of B-2-B marketers are using LinkedIn Source: Content Marketing Institute (October 2012) 33% | 52% Nonprofits and Associations using LinkedIn Source: Nonprofit Social Network Survey Report 17 © 2014
    11. 11. should I be using Pinterest? 10,400,000 active users Source: Customer Magnetism (May 2012) 21% of users purchased something they saw on Pinterest Source: PriceGrabber (April 2012) 18 © 2014
    12. 12. should I be using Instagram? 100 million monthly active users Source: Instagram 40 million images are uploaded every day Source: WebHostingBuzz (March 2013) 19 © 2014
    13. 13. should I be using Google+? 343 million monthly active users Source: GlobalWebIndex (February 2013) 5 billion times is how often the Google +1 button is used per day Source: PRDaily.com, 20 © 2014
    14. 14. tools to manage + monitor Hootsuite 23 © 2014
    15. 15.  Ask open ended questions  Listen  React asap  Follow up  Build alliances with others  Post relevant content regularly
    16. 16. social media “don’ts” what NOT to include in your Facebook, Twitter, and LinkedIn Updates.  don’t pitch.  don’t overtly self-promote.  don’t offer incentives to get reviews or sharing.  don’t stray from your areas of business into: personal information, politics, sports, religion, etc. 29 © 2014
    17. 17. address and encourage “positivity”  positive comments are an opportunity – spread the message  respond…say “thank you”!  answer questions  share comments through other marketing channels  consider rewarding “positive posters” 30 © 2014
    18. 18. turn negativity around…  always reach out to the customer.  let your network know that you are addressing the issue.  always seek to satisfy and delight, not defend. 31 © 2014
    19. 19.      The real power is in the network! Don’t confuse “social proof” with follower counts Brand advocates are “word of mouth on steroids” The ROI of Social Media is “Does my business still exist in 5 years” Stop Selling!
    20. 20. CONSTANT CONTACT TOOLS INTRODUCTION GOALS + OBJECTIVES CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY © 2013
    21. 21. FREE Email Quick Start - $149 value! Buy today to receive: • Account set-up • Contact list upload • Website match Enter promo code: Until March 31 FEB14EMAIL 35 © 2013

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