Social Media for Sales and Marketing

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An overview of how to use social media for sales and marketing. Includes social media trends and statistics for 2013. Tips for using Twitter, Facebook, LinkedIn, Google Plus, YouTube, Pinterest, and Quora to develop relationships and sales leads. Presented by Amy Neumann, Director SEO/ SEM/ SMO at cleveland.com for Sales and Marketing Executives of Cleveland, February 2013.

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Social Media for Sales and Marketing

  1. 1. Social Media forSales and Marketing Amy Neumann Director SEO/SEM/SMO Cleveland.com February 12, 2013
  2. 2. Amy Neumann aneumann@cleveland.comDirector SEO/SEM/SMO 216.999.5746 Passionate fan of all things tech and media for 18+ years with companies like Yahoo! and AT&T. Currently delighted to be at Cleveland.com doing everything Search & Social Often seen writing about topics involving social media, search, social good, mobile, developing technology, and similar including for Forbes, the Huffington Post, two personal blogs (Good Plus Tech and Charity Ideas Blog) and numerous other websites and printed publications Originally hails from Northeast Ohio with a brief stop (16 years) in Los Angeles before returning to the Cleveland area mid-2011 Let’s connect! Just Google me ;)
  3. 3. Social Media for Sales and Marketing What is the current social media landscape? Why does social media matter for sales and marketing? Who, what, when, where, why and how:  Twitter  Facebook  LinkedIn  YouTube  Pinterest  Other sites and resources
  4. 4. What is the current social media landscape?
  5. 5. Social Media Landscape Right Now Social media is the new “Word of Mouth” Things are discovered, reviewed, shared and recommended in real time Credibility is developed by being visible as an expert Familiarity and trust are created through ongoing interaction, in many places, many ways Customer service is greatly enhanced by the ability to immediately interact and connect
  6. 6. Highlights -2013 Social Media Users Facebook: 1.06 BILLION + users (680 mm mobile) YouTube: 800 million + Twitter: 550 million + Google Plus: 340 million + LinkedIn: 200 million + Rising *Visual* Stars: Instagram ( 90 mm, now owned by Facebook), Pinterest (40 mm) 5.98 BILLION mobile devices globally http://expandedramblings.com/index.php/resource-how-many-people-use-the-top-social-media/
  7. 7. Social Media Trends 2013: Mobile, Visualhttp://www.ehulool.com/wp-content/uploads/2012/12/Social-Growth-infographic4.png
  8. 8. Word of Mouth – Global & 24 x7
  9. 9. Visibility at All Times We “Share This” We talk about what we like (or don’t like)
  10. 10. People You and Your Company  What do they see?  Is your expertise showing? [Hopefully!]
  11. 11. Positive Interaction Brand “Awareness”
  12. 12. ~ 89% of Americans are Online
  13. 13. Social Media is Becoming a Key Element ofSearch, and Growing – Some Search Stats 92% of online adults use search engines to find information – 256 million people  59% do so on a typical day – 164 million All ages are included:  18-29 = 96% 30-49 = 91% 50-64 = 91% 65+ = 87% Pew Research Center, 5/11 . 88.7 % of the ~ 315 million people in the United Sates in 2013 are online: 279 million.
  14. 14. “Social Media” Social media = people. It’s about being where people are, when they are, how they prefer, with the information they want. On a phone...a computer...a tablet...at work, at home, anywhere. Humans tend to universally like certain things: to be entertained, to learn, to save time, to save money, to be ahead of the curve, to feel inspired, to help others, to share, to grow. So how does your strategy fit into the humanness of marketing?
  15. 15. Conversational and Other-Focused Remember the “social” piece – the more interactive, the more results Try to keep the conversation 80-90% about THEM and only 10-20% about your company Sharing content that is helpful and useful to people who might buy your product will drive connections
  16. 16. It’s Art + Science
  17. 17. Social Media Increases “Serendipity” “If you want more luck, take more chances. Be more active. Show up more often.” ~ Brian Tracy (good summary of Social Media)
  18. 18. Jump In! The Water’s Fine… Who, what, when, where, why and how:  Twitter  Facebook  LinkedIn  YouTube  Google Plus  Pinterest  Other sites and resources
  19. 19. Twitter: @Claire’s Definition of“Tweet”
  20. 20. Twitter
  21. 21. It’s Easy to Start http://goodplustech.com/2010/11/03/how-to-set-up-twitter-in-3-minutes/
  22. 22. Who Uses Twitter? (% of all online)
  23. 23. Not Just Your Neighborhood Proactively find people anywhere in the world who are talking about your product or service
  24. 24. Twitter: Proactively Find Clients [ https://twitter.com/search-advanced ]
  25. 25. Facebook: Friends, Family, Other
  26. 26. Facebook It’s Facebook! 1 Billion+ 680 million are checking FB on mobile devices. Facebook posts with PHOTOS get 84% more interaction. [That’s why FB bought Instagram for $1 B]
  27. 27. Who Uses Facebook? (% of all online)
  28. 28. Facebook: It’s Personal Entertainment focus Photos increase engagement by 84% Appeal broadly to human interests Contests and promotions do well
  29. 29. LinkedIn: Brilliant for Networking  Find buyers at target companies  Be discoverable  Keep your profile updated:  Professional photo  Current title and company  Succinct Summary including keywords  Complete history allows for faster networking  Add causes and volunteer work  Join relevant Groups and interact
  30. 30. A Huge Network of Professionals
  31. 31. Who Uses LinkedIn? (% of all online)
  32. 32. YouTube Also owned by Google  800 million people  Mobile is driving visual communication like video  Quality is less important than content – it’s a medium where people are used to seeing “less than network” quality  Stories are relatable ways to connect  Helps with SEO
  33. 33. Google Plus Jump in now!  500 million people have joined  Marketing is now focusing on G+ for 2013 and beyond  Still less mainstream for now – and it DOES MATTER from a local, social media, and (SEO) search perspective  Google has all the time (and money) in the world to make Google + a hot item.  G+ already affects SEO – especially locally – in a major way  Claim both your Google Plus and Google Plus Local (Google Places) Page to be Verified
  34. 34. Pinterest: A Virtual, Visual Pinboard Ideal for retail; 80% women
  35. 35. Bonus Round: Quora Q & A platform – “Google for what’s inside people’s minds and not on the internet” Perfect for professional services, consultants, experts “Blogging” platform with a built-in audience Can provide insights into authors (potential buyers) Highlight expertise
  36. 36. Metrics and Measuring Use a platform like Hootsuite (or Radian6, Vocus, Vitrue, Sysomos, ArgyleSocial, etc.) to monitor mentions, schedule some posts/tweets/updates, and track results from shortened links Shorten URLs (web addresses) with a link shortener (Hootsuite’s is built it, or try bit.ly or similar) – these track opens on links so you can determine which articles perform best Monitor keywords like business name, products, and #hashtags in your industry
  37. 37. Summary A majority of Americans now use Social Media SM can proactively create a new stream of clients, and enhance customer service for existing clients Top SM sites to grow and maintain a client base are:  Twitter  Facebook  LinkedIn  YouTube  Google Plus  Pinterest
  38. 38. Questions?
  39. 39. Recommended Resources http://www.socialbrite.org/sharing-center/tutorials/ http://mashable.com/guidebook/twitter/ http://help.linkedin.com/app/answers/detail/a_id/530 http://computer.howstuffworks.com/internet/tips/how-to- use-facebook.htm http://support.google.com/plus/?hl=en
  40. 40. Amy Neumann aneumann@cleveland.com 216.999.5746 Amy Neumann is a tech fanatic with a penchant for social good, who has been fascinated with all things internet and marketing since 1994. She’s Director of SEO/SEM/SMO for Cleveland.com and is loving being back home in Northeast Ohio after nearly 16 years in Los Angeles. With almost two decades’ experience in digital media, technology, marketing, advertising, and public relations, she focuses on how technology can solve challenges for businesses and nonprofits of all sizes. Amy has experience at companies like Yahoo and AT&T, as well as her own marketing company Good Plus Tech. Amy also speaks nationally on topics related to social media and online marketing at events like Dell’s Social Innovation Conference, ASU’s Sustainability Conference, and the Midwest Social Media Summit. She is widely published online, including as a contributor to Forbes, an author of PR News’ Crisis Management Guidebook, a columnist for Huffington Post, and for two of her own blogs, Good Plus Tech and Charity Ideas Blog.  Thank You!
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