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Sage Summit Webinar: Social Media Mythbusters!
 

Sage Summit Webinar: Social Media Mythbusters!

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Join Blytheco and Sage to learn 4 major myths around managing your company's social media presence, and how to bust through those myths to establish a reality that creates benefits for your business.

Join Blytheco and Sage to learn 4 major myths around managing your company's social media presence, and how to bust through those myths to establish a reality that creates benefits for your business.

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  • Haphazard activities that don’t build your brand.
  • You can’t be everything to everyone, and you can’t be everywhere and do it well.
  • Define the audience you want to reachListen first – figure out where your audience is by just watching social for a while. Think about the questions your customers are asking – that’s your content. The type of content you lean toward will determine your platform (thought leadership = blog, data/statistics = twitter, photos = Pinterest/Facebook)
  • About 61% of small businesses don’t see any return on investment on their social-media activities. Apple doesn’t do social.Start smallBe willing to pull the plug if it’s not working.Social may not be right for your model. You don’t need social if:If nobody at your company has either the time or money to invest in quality, unique content. Bad social is worse than no social.If  your key demographic is over age 65.If you are in a niche business that relies on personal referrals for opportunities.Regina Hartt, owner of Hartt's Pool Plastering in Turlock, Calif., says social media hasn't helped her business because there are too many disreputable companies in the construction business, and no amount of "Likes" on Facebook is going to sway a prospective customer to spend $5,000 to $40,000 on a pool-plastering job. Hartt created a Facebook page for her business over a year ago, but she says out of the 200 to 300 jobs she does a year only three or four come from people who have found the business online.
  • Don’t just start posting without considering your audience.Post content that you think people will value and SHARE – that’s how you take advantage of the spread-ability of social media.Your customers become referrers/recommenders.Always drive readers back to your website.Find topics that are important to your audience – questions they ask you, keywords they use to find you (use Google Analytics), interview your sales and support staff to find FAQs, use Quora or LinkedIn to find questions, use data – do surveys, research
  • The concept of sharing information to improve business opportunities is not new. In 1966, Ernest Dichter, who studied motivation research, did a study on word of mouth marketing that was recently resurrected by Harvard Business Review. We can see why people share in this pie chart.
  • One way that people scale social media is via automation – scheduling tweets, setting up autoresponses.But be careful with that - be human and authentic. Always have a human behind the wheel.Acurasent people using this JazzFest hashtag invitations to a VIP area – not knowing whether the people were actually AT the jazzfest or just talking about it from afar.Recent incidents of unfortunate violence – scheduling tweets that are insensitive, make your brand look bad.When something serious happens, don’t promote…be silent or be sympathetic.Social Flow or Buffer – tools to help avoid social media faux pas.Use automation to assist/streamline, not replace humans.Be sure you know what you are sharing.In a crisis, be of the moment.Could get you booted from search results.
  • Define your intentions - Are you there to retain and talk with existing customers? Protect your brand’s reputation online? Find new customers and improve sales? Three years from now, what would you like to see your company doing in social media and what should you be gaining from it?
  • It’s not push, it’s pull. You pull people to you with good content that has value to them and that they will SHARE.Go back to your sales process, work with your sales team.Identify your buyer persona, define the buying cycleWhat content fits each stage/each personaWebinars, whitepapers, eBooks, videos, infographics – best content is ANSWERING YOUR CUSTOMERS QUESTIONS
  • Marcus Sheridan runs a pool installation company – River Pools & Spas, Warsaw, VirginiaTrying to drive sales – realized that customers were all asking the same set of questions over and over.He created website content that answered their questions – even the hard ones (“how much will it cost”). His competitors weren’t doing that.Transparency = success.
  • Pre-plan out your posts so you don’t run into writer’s block. Sometimes we just need a jump start. Planning makes posts more strategic so they go along with other things going on in your business or industry.But build in flexibility to react to things that happen unexpectedly.
  • Create posts.Monitor posts.Define metrics you will measure.Tools to make it more efficient – HootSuite, Hubspot
  • TrafficReachBuzzEngagementRevenueNew email subscribersFan GrowthAverage Order Value
  • Search Engine OptimizationI want to control my reputation onlineI want to be a market leaderI want to reach a younger (Gen X & Y) demographicI want to increase brand loyaltyI want to establish a community around my company.And possible bad goals (But, please,  be realistic with yourself)I want to start a wild viral campaign that is world famous.I want an excuse to use Facebook at ‘work’Social Media is a really cheap way to yell my message out early and often.
  • It’s like anything in business – a project that needs strategic management and oversight. Not just another technology toy.Interns – young people are so savvy with technology, but they may not understand your company or your customers. Also, they may not be good writers.Maybe interns or younger people can participate on a social media team with good guidance from experienced people.They can do the “listening” part.
  • Who is responsible for the social media in your business? This question really falls into two categories – 1) Who will logistically manage the posts, campaigns, and content? It’s typically fallen into PR/Marketing. BUT Team management with representatives across the biz is best.In this unfortunate example, someone was managing multiple accounts (the company and their personal) and got them mixed up on a post, making the company look pretty bad, so it’s an important trust issue.2) Interms of legal “ownership” of accounts and posts. If something happens and people leave the company – who keeps the accounts/usernames? – it’s being determined in the courts who (the person or the business) owns followers and content. SO….Management should set up the accounts (using the company name in the handle or account name), maintain the passwords, only give access to those who need it as part of their job duties, and direct the content. The employer must communicate to the employee that it owns the accounts and the content, and that contributing content is part of the employee’s job duties. This can be done by incorporating specific language regarding these duties and the ownership of social media accounts and contacts into offer letters, job descriptions, confidentiality agreements, separation agreements, and non-competition or non-solicitation agreements.
  • Get your whole team on board so your social really represents the personality of your company. How? Pick the best advocates for your brand!Who are the thought leaders?In this example, Zappo’s had their CEO Tony Hsieh do some tweeting for them…lots of personality. Choose from team members who are already out there, maybe on LinkedIn?Show them how sm results can benefit their line of biz – ex, the sales guy, show him how sales improveIt makes them more visible, valuable and better communicatorsStart slow – show them a demo, give them a few goals (posts per week, etc.), check in regularlyin 2012, 78.6% of sales people using social media to sell out performed those who weren’t using social media. Jim Keenan, Social Sales Specialist. http://www.forbes.com/sites/markfidelman/2013/05/19/study-78-of-salespeople-using-social-media-outsell-their-peers/
  • Have a crisis PR plan in place.Define how you will handle customer responses.

Sage Summit Webinar: Social Media Mythbusters! Sage Summit Webinar: Social Media Mythbusters! Presentation Transcript

  • Alicia Anderson, Blytheco Suzanne Spear, Sage Greg Tirico, Sage
  • Random Acts of Marketing
  • Myth 1: More is better
  • Be where your audience is.
  • Don’t jump on every bandwagon
  • Post shareable content. • Questions they ask • Keywords • FAQs • Quora • LinkedIn • Use data
  • Be careful about automation!
  • Myth 2: You don’t need a strategy.
  • Identify the content you need.
  • Use a calendar.
  • Commit to the time needed.
  • Myth 3: You can’t measure the impact.
  • Define key metrics.
  • Set goals.
  • Pay attention to results.
  • ROI Calculator
  • Myth 4: You can hire an intern.
  • Who should own social?
  • How about getting others involved?
  • Set some guidelines
  • SAGE SUMMIT 2013
  • Join Us! Sage Summit Social Media • Twitter – @Sage_Summit – #SageSummit • Facebook – www.facebook.com/SageSummit • Flickr – http://www.flickr.com/photos/sage_summit/ – Email your photos: flickr@sage.com • YouTube – http://www.youtube.com/SageSummitEvent
  • The Social Lounge • Lounge Seating – Couches, Chairs, Electricity, Charging Stations • Media Wall – Twitter Feed – YouTube – Flickr • Games & Prizes! – Sage Summit Bag Toss – Happiness Delivered • The more you tweet, the better your chances! – Scavenger Hunt – Mobile Challenge
  • Mobile Challenge How it Works: •Top 3 point-earners win each day. •Daily winners will be announced •Prize pick-up in Sage Social Lounge. •Game closes 11 a.m. Fri., 7/26. •Please note, you may only win once. Point Earners: •First time Log-in •Check-in to locations, exhibitors and activities. •Watch for check-in codes on signage. •Complete surveys •Tweet from within the App
  • Twitter 101 & 201 Sessions Monday, July 22: • 2:00 p.m. – 3:00 p.m. - Twitter 101 - P-5-119880 • 3:15 p.m. – 4:15 p.m. - Twitter 201 - P-6-119882 Tuesday, July 23: • 9:45 a.m. – 11:00 a.m. - Twitter 201 - P-6-119883 • 11:15 a.m. – 12:30 p.m. - Twitter 101 - P-5-119881 • 2:00 p.m. – 3:30 p.m. - Twitter 101 - C-21-119759 Wednesday, July 24: • 2:00 p.m. – 3:15 p.m. - Twitter 101 - C-21-119760 • 3:45 p.m. – 5:15 p.m. - Twitter 201 - C-22-119884 Thursday, July 25: • 2:00 p.m. – 3:00 p.m. - Twitter 201 - C-22-119885
  • Twitter Twends and Tips • Join our webinar! • How-tos, Tips, Fun! • Tuesday, July 9, 1pm ET • http://bit.ly/135B2yT
  • Tweet-Up, sponsored by Blytheco • Come meet your fellow “Tweeters” for the 3rd Annual Sage Summit Tweet-up! Drinks and light snacks included – Day: Tuesday, July 23rd – Time: 6:30 p.m. – 7:30 p.m. – Location: National Pastime