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Using Social Media to Reach New & Existing Customers
Using Social Media to Reach New & Existing Customers
Using Social Media to Reach New & Existing Customers
Using Social Media to Reach New & Existing Customers
Using Social Media to Reach New & Existing Customers
Using Social Media to Reach New & Existing Customers
Using Social Media to Reach New & Existing Customers
Using Social Media to Reach New & Existing Customers
Using Social Media to Reach New & Existing Customers
Using Social Media to Reach New & Existing Customers
Using Social Media to Reach New & Existing Customers
Using Social Media to Reach New & Existing Customers
Using Social Media to Reach New & Existing Customers
Using Social Media to Reach New & Existing Customers
Using Social Media to Reach New & Existing Customers
Using Social Media to Reach New & Existing Customers
Using Social Media to Reach New & Existing Customers
Using Social Media to Reach New & Existing Customers
Using Social Media to Reach New & Existing Customers
Using Social Media to Reach New & Existing Customers
Using Social Media to Reach New & Existing Customers
Using Social Media to Reach New & Existing Customers
Using Social Media to Reach New & Existing Customers
Using Social Media to Reach New & Existing Customers
Using Social Media to Reach New & Existing Customers
Using Social Media to Reach New & Existing Customers
Using Social Media to Reach New & Existing Customers
Using Social Media to Reach New & Existing Customers
Using Social Media to Reach New & Existing Customers
Using Social Media to Reach New & Existing Customers
Using Social Media to Reach New & Existing Customers
Using Social Media to Reach New & Existing Customers
Using Social Media to Reach New & Existing Customers
Using Social Media to Reach New & Existing Customers
Using Social Media to Reach New & Existing Customers
Using Social Media to Reach New & Existing Customers
Using Social Media to Reach New & Existing Customers
Using Social Media to Reach New & Existing Customers
Using Social Media to Reach New & Existing Customers
Using Social Media to Reach New & Existing Customers
Using Social Media to Reach New & Existing Customers
Using Social Media to Reach New & Existing Customers
Using Social Media to Reach New & Existing Customers
Using Social Media to Reach New & Existing Customers
Using Social Media to Reach New & Existing Customers
Using Social Media to Reach New & Existing Customers
Using Social Media to Reach New & Existing Customers
Using Social Media to Reach New & Existing Customers
Using Social Media to Reach New & Existing Customers
Using Social Media to Reach New & Existing Customers
Using Social Media to Reach New & Existing Customers
Using Social Media to Reach New & Existing Customers
Using Social Media to Reach New & Existing Customers
Using Social Media to Reach New & Existing Customers
Using Social Media to Reach New & Existing Customers
Using Social Media to Reach New & Existing Customers
Using Social Media to Reach New & Existing Customers
Using Social Media to Reach New & Existing Customers
Using Social Media to Reach New & Existing Customers
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Using Social Media to Reach New & Existing Customers

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Using social media to reach your new and existing customers presentation by Kevin Mullett for the Alliance Open House comics and game retailers in Fort Wayne Indiana.

Using social media to reach your new and existing customers presentation by Kevin Mullett for the Alliance Open House comics and game retailers in Fort Wayne Indiana.

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  • Using Social Media to Reach New & Existing Customers// Presented by Kevin Mullett (@kmullett) on October 9th 2011 for the Alliance Open House in the Grand Wayne Center, Fort Wayne Indiana.cirrusabs.comtwitter.com/cirrusabsfacebook.com/cirrusabsyoutube.com/user/cirrusabslinkedin.com/companies/cirrus-abs
  • Using Social Media to Reach New & Existing Customers// Presented by Kevin Mullett (@kmullett) Director of Product Development & Social Media Optimization for Cirrus ABS. Places you can find and communicate with Kevin: kevinmullett.com (blog), twitter.com/kmullett (twitter), facebook.com/kevinmullett (facebook), and on linkedin.com/in/kevinmullett (LinkedIn), among hundreds of others social media communities and networks.
  • Social Media // "You take the blue pill – the story ends, you wake up in your bed and believe whatever you want to believe. You take the red pill – you stay in Wonderland and I show you how deep the rabbit-hole goes." –Morpheus Quote and picture from “The Matrix © 1999 Warner Bros. Pictures
  • Social Media // Increased adoption or proliferation does not mean new. The tools and nomenclature are new but "social media“, websites, and blogging is not.
  • The “Social Three” // You are here to find out how to add social media into your event marketing mix, but let’s start by actually talking about what I call the “social three”. Why? Because people use these terms interchangeably, when they are not in fact interchangeable. If you think about it we could just remove the “social” moniker off all of these and we would have good old fashion traditional media, networking, and marketing methods. Today we will discuss various aspects of the social sphere and social media optimization. Now the information I present today, much like search engine optimization information, will have a limited shelf life. A scant 7 years ago Facebook was created in a dorm room and now has more users than the population of the United States. A year ago many of you had no idea what Twitter was, now it has gone mainstream and is in countless TV commercials. I could waste the entirety of this seminar just talking about the rise and fall of various social services, percentage of market share, types of people who use each, etc. Instead I am going to breeze by some of those items at a high level, so I can spend more time giving you social marketing tips that will help your business.» social media which represents the tools we use for building followers, friendships, & contacts. Tools like twitter, facebook, linkedin, youtube, friendfeed, Buzz, foursquare, ning, to name only a fraction of the available services. Each have strengths and weaknesses and each need to be evaluated so we can put our time into the ones that will reap the largest ROI. I have both online and offline media tools represented because they are all just visibility tools.» social networking is the day to day interaction we have with contacts built using the various social media tools/services, in other words the “social” part. It is no different then when you attend a party, that you might otherwise pass on, in order to touch base with clients or potential clients. Now some might also toss in social networks, but let’s not make things confusing. Each tool has the potential to reach a percentage of your ideal market segment, group, individuals, or demographic. This is also to extend and optimize your circle of influence.» social marketing is the subtle, or not so subtle, use of one or more online tool to promote your business to the network you have established. Again no different than reminding those people you meet at parties, “hey I build killer websites, you should have me do one for you”. Over simplified? Maybe, but the real reason we’re here is to learn how to put this all into motion. We want to avoid the Me Monster. (me monster by Brian Regan)
  • There is a lot of misinformation, speculation, opinion and hype being spread. worse is the expectation that social media should be free, effortless, and easy, yet produce greater ROI.
  • Social Media // Which social services should we use. Do we really have to participate in social media at all? Can I just do the ones I like or have time for?As I have been prone to repeat , we need to be talking to your audience via their preferred medium, that is to say those they pay attention to, not the ones you wish to participate in. In a down economy we are not afforded the opportunity to be steadfast in our ideals.http://www.socialbakers.com/facebook-statistics/united-states/last-3-months#chart-intervals
  • Social Media Optimization // One of the common objections to participating in social networks for business use is privacy and mixing business with pleasure. In reality our information has been publically available for decades, albeit in a different format. It used to be on almost every street corner dangling at the ready for any stranger who took the time to peruse it.We used to do business with people we knew. They knew our kids, what we drove, our views, and sometimes when we where on vacation. A percentage of the market desires a move back to relationships with who we do business with.
  • Social media works best when you are a willing participant, see value, & treat it like a lifestyle, instead of a task.
  • Social Media // How can social media help me grow my business? winning new businessenhancing customer experienceparticipating in a conversation already occurringproviding offers and notifications
  • Social Media // How can social media help me grow my business? disseminating press releases and informationmanaging brand/identity reputationindustry awareness and participationpromoting knowledge expertskeep tabs on the competition
  • Social Media // Where will you spend your marketing resources in 2011. One of the questions those board members and business owners ask is where they should put their marketing budget! How do we spend it wisely?traditional advertising (off-line; radio, tv, print)social media (organic)social media (advertising, facebook, sponsored tweets, etc)paid searchall of the above
  • Social Media // Right now, you need to be going where the traffic is or more pointently, where you can be visible. And while being visible is great, if efforts are put into areas where there is no intent for action it will be wasted time, money, and effort. Keep in mind too, that this is not a singular action. Social media campaigns are just another part of a NetCentered marketing approach. We will talk more about that later.Just who or what do we want to be visible too? The obvious answer is people who would like to use our product or service. The not so obvious answer is search engines. We want to make sure we are out where they are actively crawling.
  • Do you know a business that everyone seems to like? Do they treat their business as a 9-5 job or do they seem to be involved with the community?
  • Social Media // What if one morning your shop was chained closed, sealed off, and you had no idea who to call to resolve the problem? ArsTechnica is just one of the latest stories where Facebook has shut down their page with no obvious way to reinstate it. http://arstechnica.com/business/news/2011/04/facebook-shoots-first-ignores-questions-later-account-lock-out-attack-works.ars?comments=1#comments-barhttp://techsavvyagent.com/video/facebook-shuts-down-page-with-47000-fans/
  • Social Media // Does social media work? That depends on what our strategy has identified as a win. opportunity visibility contact top of mind expertise
  • Social Media // Why don’t they “like” us // Are you being clear with your message? Do you have a message? Most of the time businesses worry to hide the action behind the aesthetics. Make sure you tell them what is in it for them and what to do.
  • Social Media // Do these printed pieces promote social channels? What is the social strategy?Most make nothing more than feeble attempts. Literally amounting to nothing more than after thoughts. The AAF makes no attempt at all.
  • Social Media // So is this business winning at social media? I know what they want me to do. Instructions and identity are clear. I know I will be rewarded, even if not specific.The failure was a training breakdown. When trying to redeem the check-in offer the staff was not aware of it.
  • Action 1 // Go claim your business on location based services like Foursquare, Gowalla, Google Places, etc, and make sure the name address, and phone number matches.This won’t hurt to do even if your not looking for only local business.
  • Social Media // Which of these two will grow their facebook page?
  • I believe social media participation by your current or potential customers is not none or all, but likely in-between.
  • Action 2 // Success is in the details. make your signage clear educate EVERYONE
  • Social Media // Facebook events are easy and cheap, but you sacrifice real thoughtful signups, info gathering, and at times acommitment to come. What about people who are not on Facebook?
  • Social Media// action 3: Embed event signups on your website. embed signup capability via services like eventbrite
  • Social Media // Think you can still ignore social media?: business who are still trying to avoid social media or who are being overly selective may not be getting the entire picture. less discussed are the SEO, visibility, and traffic value that social media can provide.
  • Social Media // It is time for brands who have been waffling to pull their heads out of the sand and participate in social. People struggling to comprehend keep harping about ROI without considering other value social media brings to the table. All else being equal, who do you think people will click on if they see a friends “recommendation”?How might this change who we select on a SERP page?Google enhanced social search on 02/17/2010. Connected via sources include, flickr, friendfeed, gmail, facebook, buzz, reader, google, more? Sometimes it is unclear why it picks the service because I will be connected to the person in more than one place.More on Google Social connections: http://www.google.com/s2/u/0/search/social
  • Social Media // Google +1 hits the scene. Will be used as “A” signal for google search to fight web spam visible in search results and ads on sites ala “like” buttonAnnouncement:http://www.google.com/+1/button/http://www.wired.com/epicenter/2011/08/google-studying-re-ranking-search-results-using-1-button-data-but-its-touchy/ info about use as signal
  • Social Media // Google +1 hits the scene, sort of. June 28th, 2011.google+ is a social network business accounts not allowed yet (Ford and others as test clients) public google+ posts are showing up in search resultsAnnouncement:http://www.google.com/+1/button/
  • Social Media // Free tools exist to make your company be more visible.
  • Social Media // action 4: It is time to take some action. As I promised you are going to leave with things you can directly do. Let’s start with a few simple steps. This presentation is filled with items you can go do, today, that can have a positive impact on your business.Let’s develop a unified elevator pitch for social profiles. Be specific about what you really do, who you really are as an organization. Each of the various social services will have a different length for the bio or information area. This means you need to first come up with a long and short version and tweak it for each individual service. Try to be consistent however as it should be the right message every time. It is also good to have a unified logo or picture you use across the various social services so friends from other services will know it is you. Now that of course is a very general statement and will not fit in all situations. Generally speaking you want to use photos for personal profiles and logos for businesses.
  • Social Media // action 5: Use a service like namechk.com to go grab your brands social id’s. I think it is wise for both branding reasons, and for online marketing presence to grab them. If you have an intern, this would be a great task to set them out on. Which ones are important? Which ones don’t you want a competitor or squatter to have? While the backlink value for many is not high, the fact that search engines are constantly crawling these networks is worth noting. This is especially important while the crawl rate on your website is low. Posting links to some of these networks, like ning.com or mybloglog.com where the search engines already spend a significant amount of time, can lead to pages being indexed in under an hour and subsequently lead to radical improvement in new pages being indexed on your site.
  • Social Media // What about online reputation management?: Caught being reactive instead of proactive! Not a good position to be in because it can take time to correct depending on when you catch it. Own your brand spots and push competitors off or down. setting up alerts is crucial to being aware of what is happening with your brand even if that brand is you.socialmention (sentiment, rss, csv), google alerts (email & rss), topsy (email & rss), samepoint (sentiment & rss), tweetdeck (twitter search), tweetalarm (email), tweetbeep (email), kurrently (rss), etc Other paid solutions: Lithium (ScoutLabs), radian6, sysomos, netbase, trackur, AuthorityLabs, etc
  • Social Media // Connections are starting points. Garner attention by offering to H.E.L.P. Humanize your message. Encourage conversation. Listen first. Promote less.Who enjoys a pushy sales person? Spammy-ness & tricks require churn. What is your comfort level? wiifm?
  • How many of you who desire comments and amplification take the time to provide it?
  • Social Media // action 6: Now use dandyid.org to store your social id’s in one spot. You can use the provided code to embed it on a website. Add key social sites to your email signatures.Bah! This social thing isn’t working. Well, have you told people about it?There are many. http://www.retaggr.com/ is another type.
  • Social Media // action 7: Now lets go sign up for groups on the ning network and through our personal linkedin accounts. As you can see in this example we were able to promote our Fort Wayne Social Media Seminar on one of the groups we belong to on ning. This page was crawled within hours by google and ranked on page one for many terms within one day.The second example shows posting to social media site LinkedIn for this event also shows up well in the search engine result pages.Recent changes in the ning network pricing structure could destroy some of these groups. ($3, $20, $50 plans)
  • Social Media // This is where people normally suffer paralysis by analysis. I can hear the questions forming in your heads right now. How can we make this work for our organization? Won’t this take a huge chunk out of our day? The answer is not unlike any large project. We need to make plans, prioritize our goals, delegate responsibility to those who can do the job, optimize our efforts by using the right tools, and get organized. Although it can be very different for specific markets, by and large, we see internet activity run a normal cycle. People slowly ramp up in the morning, are very active during the lunch hour, then wind down till after supper. We can minimize our time commitment by first prioritizing when we post and interact. We can further maximize our time by using tools like tweetdeck or post once services to spread the news one time and have it appear on many services. Thought should be given to the message going out and the target service. This is at the root of social media activity and participation optimization.
  • Social Media // There are many tools we can use to automatically post for us on a schedule like hootsuite, or based on individual blog postings via twitterfeed and RSS feeds. These types of services must be weighed against potentially coming across as unauthentic. We can also use tools like selective tweets to post to both twitter and facebook while on using mobile devices or going the other way, facebook to twitter with “facebook to twitter” app.
  • Social Media // One of the most common things I hear from companies for both their websites and their social efforts is that they have nothing to say, and no one would care anyway. We can get past that by remembering some simple suggestions. Be friendly and upbeat. Avoid issues that are hot buttons. Be helpful and listen first. Don’t be a comedian but be light hearted and engaging. We also encourage you to use RSS feeds and Google Alerts as additional ways to find good material you can comment on. It should go without saying, don’t copy other peoples articles. Instead, pull a snippet and summarize what that article means to your clients or business and include a link to the original article.
  • Social Media // action 8: A sure fire way to lose followers or Facebook friends is to stuff your timeline with keywords or spammy words. Go ahead and include keywords, but do not treat them as a focus. First and foremost you want to sound like you are presenting information or participating in a conversation. Do use keywords and industry terms though so followers looking for information on the subject can find you, and so the search engines can include your posts in the real time search results.
  • Social Media // Now once you have their attention, we need to plan where we want to send them. A simplistic few is you are either going to send them back to your website for additional information or to your Facebook fan page where you may be more opt to develop an ongoing relationship by continuously showing up in their timeline. Let’s again think of where people spend their time. They are already spending it on Facebook, not on your website. The goal is conversion, not visits.It helps if you established goals for your social media campaign. How can you optimize efforts if you don’t know the goal? If you say the purpose is simply to drive traffic you may be disappointed depending on the efforts you put in and the type of business you are in. Instead we need to also look at client interactions, brand awareness, and referral business.
  • Social Media // action 9: The process of completing your Facebook page will involve filling out various fields, inputting that “who we are” copy I mentioned, customization and promotion. The customization and promotion part can be extensive. You can even use what is called FBML (Facebook Markup Language) to create custom tabs, etc. That is a whole seminar by itself. Simpler items like setting up automatic RSS feeds from your website, posting to twitter when posting on Facebook, and associating your bit.ly url-shortening account with Facebook are easy to setup.To keep things really simple for the purpose of this seminar, let’s just make sure to put good content on the fan page and tell people you have a Facebook page so they can connect. Also worth noting is that you can get a vanity URL (http://www.facebook.com/username/) once you have 25 fans. Our vanity url looks like this http://www.facebook.com/cirrusabs. Oh. We would love for you to become a fan.
  • Social Media // action 10: We want to get people back to your site after the event if possible so that if they want to share slides, pictures and other information it is happening on the channel you want to promote.Recent study shows up to seven times the mentions as a result of sharing buttons. http://www.emarketer.com/Article.aspx?R=1008586Read more about the Facebook Open Graph protocol. (http://developers.facebook.com/docs/opengraph)Get the twitter button > http://twitter.com/about/resources/tweetbuttonUse http://www.addthis.com/Usehttp://sharethis.com/
  • If talking to me about defining ROI of social media you best be prepared with examples from your other marketing efforts.
  • Social Media // action 11: Since we have mentioned it several times so far, and since most of the social services or social clients have a bit.ly tie in, I would suggest signing up for an account. This way you will have another way of checking traffic sources and volume. I know of well over 30 other url shortening service that are available to be used, and in fact a growing trend is for companies to create their own urlshorteners, but for our purposes bit.ly should do the trick.
  • Social Media // action 12: With the ability to specify very small test markets and limit your budget to just dollars per day, I encourage you to take a good look at this type of advertising.
  • Social Media // action 13: Very small budgets can bring in a lot of traffic, but you should be careful of the types of sites you use this on.
  • Social Media // action 14: LinkedIn Ads start at $10/day. CPC ($2 min) and CPM.setup products & services (will show as tab)http://www.linkedin.com/advertising
  • Social Media // action 15: Set up your Google Profile, tie in your various websites, social services, and create anchor text links in the about me section.We can see here that BING has crawled and indexed this status update from my Google Profile. Since this was added via TweetDeck and at the same time I posted to twitter, facebook, and linkedin, it took no more time. Again utilizing social media optimization principles.
  • Social Media // action 16: Now lets shoot for some social visibility. This concepts takes content you post via your website, twitter, facebook, linkedin, delicious and posts it on other services where others are spending time and where the search engines are crawling. Each unique URL on each service is a page that Google could choose to serve up in a SERP (Search Engine Results Page).
  • Social Media // Looking at bogus social media analytics and measurement. We also must consider carefully how much weight we put on the types of people we engage with. These are great people to engage with, but they are likely to fill our pride tank before filling the coffers of our companies.
  • People constantly talk about 'the score'. The score isn't where it is at. Look at the metrics. Good, do again. Bad, change.
  • Social Media // We need to look to other criteria to judge the success or failure of our efforts. Things like reach, engagement, attention capture, connectivity, interactions and more. We can use tools like Klout, TweetStats, Twitter Analyzer, Facebook Insights, TweetReach, and there are now ways to hook up Google Analytics to your Facebook fan page now as well. I could go on for a solid half hour or more on the various tools and methods for measurement. The point I want to drive home is to make sure we are measuring the right things.What are good metrics for social media success? To name just a few: influence, traffic, reputation and brand management, visibility, engagement, competitive intelligence garnered, and of course revenue. Let’s not forget revenue!
  • Social Media // The Difficult Truth, it's not about money it is about time, unless you don't have time, then you need to spend money. If you don't have the time, or someone on staff who does, you will need someone you can call to explain it.  Someone who will weed out fad from fact. Even if you engage us to help, we need you to show interest and participate in your marketing success. Let’s look at this like a good, better, and best scenario. This seminar was constructed so you would leave today with actionable items. Many of the day to day actions are best handled internally and can be done cost effectively. The tips I mention today can provide measurable impact on your marketing efforts. Knowing what your competition is doing allows you to extend efforts to the areas of highest return. And if all this seems too daunting, then it is time to call in reinforcements. 1.877.817.4442 // info@cirrusabs.com // http://www.cirrusabs.com
  • It's about time not money, unless you don't have time, then you need to spend money to hire someone who has the time.
  • Social Media // bonus action: videodifferentiate from your competitioneasy and inexpensiveincreased visibility
  • Social Media // It’s free and easy to do. Go grab your local listings. Use http://www.getlisted.org to help with the process. Don’t forget to review your friends businesses, those service providers you appreciate, and ask clients to review yours. Use a consistent name, address, and telephone number whenever possible.
  • HELP = Humanize message, Encourage conversation, Listen first, Promote Less.
  • Join us for other webinars in this series. Covering analytics, NetCentered marketing, and Search Engine Optimization.http://netcentered-webinars.cirrusabs.com
  • Find out what’s in The Puzzle Box by subscribing to:bit.ly/ThePuzzleBox or text CIRRUSABS to 71813
  • Your questions Social Media questions?
  • Using Social Media to Reach New & Existing Customers: Presented by Kevin Mullett (@kmullett) for Cirrus ABS on October 9th, 2011 in Fort Wayne Indiana.You can find Kevin: http://www.kevinmullett.com (blog), http://twitter.com/kmullett (twitter), http://www.facebook.com/kevinmullett (facebook), and on LinkedIn at http://www.linkedin.com/in/kevinmullettDownload with bonus slides:view or download: http://bit.ly/AllianceOpenHouseSM or see others http://www.slideshare.net/cirrusabshttp://www.cirrusabs.com, http://www.twitter.com/cirrusabs, http://www.facebook.com/cirrusabs, http://www.youtube.com/user/cirrusabs, http://www.linkedin.com/compaines/cirrus-abs, by email: mailto:info@cirrusabs.comor by phone: 1.877.817.4442.This seminar was constructed so you would leave today with actionable items. Many of the day to day actions are best handled internally and can be done cost effectively. The tips I mention today can provide measurable impact on your marketing efforts. Knowing what your competition is doing allows you to extend efforts to the areas of highest return. And if all this seems too daunting, then it is time to call in reinforcements. 1.877.817.4442 // info@cirrusabs.com // http://www.cirrusabs.com
  • Social Media Optimization // action 14: Did it work? do it again. We want to look for successes so we can repeat them and failures so we can correct or avoid them. While it sounds geeky to discuss Google A/B or multivariate testing, this will not lead to conclusive results for clients with low traffic volume. It certainly may not provide enough measurable change to warrant the cost of creating those changes. This in no way means we should not constantly be testing for improvement. We can as an alternative look to landing page effectiveness, conversion funnels, bounce rates, time on site, and many other types of clues in order to fine tune ROI. We can also check what effect our social efforts have had on our SERP (search engine results page). Use tools like Rank Checker for keywords you have selected, hopefully based on validation efforts, to check before and after results. You will also want to express the need for everyone in the company to be committed to monitoring contacts, calls, and lead sources for clues on what is working so you can do it again.
  • Social Media // how granular do we need to get with our measurement? Do you suppose someone at dropbox could figure out that a press release stating they hit 25 million users was valuable? How hard was it for me to figure out it was valuable for me to socially mention it?
  • Social Media Optimization // We want to make it simple for other people to amplify your message and spread the word. This normally requires you to get your web developer involved.Read more about the Facebook Open Graph protocol. (http://developers.facebook.com/docs/opengraph)Get the twitter button > http://twitter.com/about/resources/tweetbuttonUse http://www.addthis.com/Usehttp://sharethis.com/
  • Transcript

    • 1. cirrusabs.com twitter.com/cirrusabs facebook.com/cirrusabs youtube.com/user/cirrusabs linkedin.com/companies/cirrus-abs UsingSocialMediatoReachNew&ExistingCustomers. //byKevinMullett
    • 2. kevinmullett.com twitter.com/kmullett facebook.com/kevinmullett linkedin.com/in/kevinmullett justgoogle“kevin mullett” directorof product development UsingSocialMediatoReachNew&ExistingCustomers. //byKevinMullett
    • 3. "You take the blue pill – the story ends, you wake up in your bed and believe whatever you want to believe. You take the red pill – you stay in Wonderland and I show you how deep the rabbit-hole goes." -Morpheus // bluepill or redpill? @kmullett // #AllianceOHQuote and picture from“The Matrix © 1999 Warner Bros. Pictures
    • 4. increased adoption or proliferation does not mean new. the tools and nomenclature are new but "social media“, websites, and blogging is not. // newasperceptionor reality? @kmullett // #AllianceOH
    • 5. // gettingonthesamepagewith“social” now fortified with google+ @kmullett // #AllianceOH
    • 6. there is a lot of misinformation, speculation, opinion and hype being spread. worse is the expectation that social media should be free, effortless, and easy, yet produce greater ROI. // verifyingclaims? expectingtoomuch? @kmullett // #AllianceOH
    • 7. // visibilityvia preferredmedia • preferred media not singular media • specialty and niche social services • are you talking WITH your audience where they are Facebook statistics via socialbakers.com @kmullett // #AllianceOH
    • 8. // but…myprivacy! • formerly found on street corners • who did we do business with 30-40 years ago? • distribution does not equal visibility @kmullett // #AllianceOH
    • 9. social media works best when you are a willing participant, see value, & treat it like a lifestyle, instead of a task. // thereisno“trying” insocial media @kmullett // #AllianceOH
    • 10. // what’sthecasefor mybusiness? a few things social media can help with • winning new business • enhancing customer experience • participating in a conversation already occurring • providing offers and notifications quickly and inexpensively @kmullett // #AllianceOH
    • 11. // for mybusinesscontinued… what else can it do? • disseminating press releases and information • managing brand/identity reputation • industry awareness and participation • promoting knowledge expertise • keep tabs on the competition @kmullett // #AllianceOH
    • 12. // marketingresourcesaretight where should businesses spend their marketing resources (time/budget)? A. traditional advertising (off-line; radio, tv, print, listings) B. social media (advertising, facebook, sponsored tweets, etc) C. social media (organic) D. paid search E. all of the above no silver bullet @kmullett // #AllianceOH
    • 13. // whowinstheintenttoactionwar? • tv • dm (direct mail) • radio • newspaper • print (brochures/ads) • email marketing • social • SEO • search marketing • tradeshows • sponsorships (nascar etc.) • yellow pages (not shown) @kmullett // #AllianceOH
    • 14. no marketing media channel has 100% eyeballs or is 100% effective. prioritize based on goals, resources, and business objectives. // prioritizeyour marketingefforts @kmullett // #AllianceOH
    • 15. // social media, doyouownit? • Ars Technica (suggested copyright infringement?) • Jonathan Rivera’s page with 47’000 fans (vanity url) • are you relying on free services? @kmullett // #AllianceOH
    • 16. // doessocial media work? • opportunity • visibility (2 audiences) • traffic • top of mind • likeability • expertise @kmullett // #AllianceOH
    • 17. // whydon’tthey“like” us? are we clear with our message? • is design or action most important? • what is our call to action? • what is in it for them? @kmullett // #AllianceOH
    • 18. // areyouconnectingdotswithsocial media? @kmullett // #AllianceOH do these printed pieces promote social channels? what is the social strategy?
    • 19. // almosthaditright? ugly but descriptive • i know who they are • what they want me to do is clear • i’ll be rewarded @kmullett // #AllianceOH
    • 20. // action1 claim LBS listings • name, address, phone should normally match (these are called citations, exceptions for campaigns/tracking) @kmullett // #AllianceOH
    • 21. // social media atmyphysical location? which of these two will grow their facebook page? @kmullett // #AllianceOH
    • 22. i believe social media participation by your current or potential customers is not none or all, but likely in-between. // noneof your customers? really? @kmullett // #AllianceOH
    • 23. // action2 success is in the details • make signage • educate EVERYONE @kmullett // #AllianceOH
    • 24. // a click isnota bloodoathor promise facebook events • no formal signup • no info gathering • no commitment • not for everyone • lost traffic & SEO @kmullett // #AllianceOH
    • 25. // action3 • embed signup capability via services like eventbrite @kmullett // #AllianceOH
    • 26. business who are still trying to avoid social media or who are being overly selective may not be getting the entire picture. less discussed are the SEO, visibility, and traffic value that social media can provide. // think youcanignoresocial media? @kmullett // #AllianceOH
    • 27. // social isnowinSERPs how will it change social participation? how will it change where we click on a SERP page? (flickr, friendfeed, gmail, facebook, buzz, reader, google social connections) @kmullett // #AllianceOH
    • 28. // whatisgoogle+1 google +1 • will be used as“A”signal for google search to fight web spam • visible in search results and ads • on sites ala“like”button @kmullett // #AllianceOH
    • 29. // whatisgoogle+ google+ is a social network (June 28th, 2011) • business accounts not allowed yet (Ford and others as test clients) • public google+ posts show up in search results • opened to the public (September 20th, 2011) google.com/plus @kmullett // #AllianceOH
    • 30. // whatif youcouldbemorevisible? use these to be more visible! 100’s more? @kmullett // #AllianceOH
    • 31. // action4 • develop your elevator pitch • optimize your“what we do”paragraph then adapt it to fit in various profile areas. (160 characters in twitter for example) • photos for personal accounts, logos for businesses (generally speaking. in some instances you want to use photos) @kmullett // #AllianceOH
    • 32. // action5 grab your brand • mass id check with namechk.com @kmullett // #AllianceOH
    • 33. // onlinereputationmanagement own your brand • clog the SERPs • push competition off • proactive not reactive • sentiment aware • alerts/lists are crucial @kmullett // #AllianceOH
    • 34. // earnattentioninadditiontopermission • who enjoys a pushy sales person? • spammy-ness & tricks require churn. • what is your comfort level? • wiifm? @kmullett // #AllianceOH
    • 35. how many of you who desire comments and amplification take the time to provide it? // butnobodycommentsor converses? @kmullett // #AllianceOH
    • 36. // action6 centralize & promote your brand id’s • mass id listing (like dandyid.org) • email signitures (like retaggr.com) @kmullett // #AllianceOH
    • 37. // action7 network your brand via forums, chats, etc • join groups/add events on ning.com & linkedin.com @kmullett // #AllianceOH
    • 38. // social activityoptimization optimize your efforts • schedule activity during peak times • use tools for consolidation, tracking, & alerts @kmullett // #AllianceOH
    • 39. // social teamoptimization further optimize by • delegating responsibility & automate (w/caution) • monitor keywords, brands, hashtags (twitter) • create and follow an editorial calendar (try) @kmullett // #AllianceOH
    • 40. // i’venothingtosay& noonecares we hear it all the time. i don’t have anything to say & no one would care anyway. how do i attract followers / fans. • friendly & upbeat • avoid sensitive issues • be helpful (H.E.L.P) • listen first • engaging & funny • careful with i, me, versus us, we @kmullett // #AllianceOH
    • 41. // action8 posting tips • use keywords & keyword phrases sparingly • keywords should be relevant to subject • avoid spammy words make money, MLM, work from home, get rich… unless that is what you do! • avoid hyperbole • look informative • appear conversational @kmullett // #AllianceOH
    • 42. // whereareyousendingthem? what is your goal? • will your social profile(s) or website support conversion best • which are they more likely to visit daily, amplify message from • are you sending them to just another link @kmullett // #AllianceOH
    • 43. // action9 • select the category & follow the steps • now complete your profile & promote it • you no longer need 25 followers to get your vanity URL @kmullett // #AllianceOH
    • 44. // action10 • bring folks back again • sharing happens here @kmullett // #AllianceOH
    • 45. if talking to me about defining ROI of social media you best be prepared with examples from your other marketing efforts. // it’sasmeasurableor moreso… @kmullett // #AllianceOH
    • 46. // action11 setup a bit.ly URL shortener account (i know of over 30 other url-shorteners, but bit.ly is trusted & widely used) @kmullett // #AllianceOH
    • 47. // action12 http://www.facebook.com/advertising or click @kmullett // #AllianceOH
    • 48. // action13 http://www.stumbleupon.com/audiencetools @kmullett // #AllianceOH
    • 49. // action14 • setup products & services (will show as tab) • http://www.linkedin.com/advertising @kmullett // #AllianceOH
    • 50. // action15 setup google profiles for you & your business google.com/profiles @kmullett // #AllianceOH
    • 51. // action16 article awareness, social visibility and distributing RSS tell potential visitors and the search engines you have new content @kmullett // #AllianceOH
    • 52. // amplification? clues? trends? measuring brand visibility, engagement, reach, connections, traffic, value, and yes ROI. (twitter announces analytics Sept. 13th 2011) @kmullett // #AllianceOH
    • 53. it's about time not money, unless you don't have time, then you need to spend money to hire someone who has the time. // it’sasmeasurableor moreso… @kmullett // #AllianceOH
    • 54. // bonusaction video! • differentiate from your competition • easy and inexpensive • increased visibility @kmullett // #AllianceOH
    • 55. // bonusaction2 grab your local listings: getlisted.org be consistent with citation: name, address, phone number @kmullett // #AllianceOH
    • 56. HELP = Humanize message, Encourage conversation, Listen first, Promote Less. // remember toH.E.L.P. @kmullett // #AllianceOH
    • 57. // gettips, tricks, invites, andinfo Find out what’s in The Puzzle Box bit.ly/ThePuzzleBox or text CIRRUSABS to 71813 @kmullett // #AllianceOH
    • 58. // Questions? @kmullett // #AllianceOH
    • 59. kevinmullett.com twitter.com/kmullett facebook.com/kevinmullett linkedin.com/in/kevinmullett justgoogle“kevin mullett” directorof product development cirrusabs.com twitter.com/cirrusabs facebook.com/cirrusabs youtube.com/user/cirrusabs linkedin.com/companies/cirrus-abs view or download: http://bit.ly/AllianceOpenHouseSM UsingSocialMediatoReachNew&ExistingCustomers. //KevinMullett

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