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Social Media for the Rep Firm
 

Social Media for the Rep Firm

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This is a presentation I did for the CPMR course in January of 2013, at the University of Texas, Austin. ...

This is a presentation I did for the CPMR course in January of 2013, at the University of Texas, Austin.

In this presentation I step independent manufacturer's representatives through the landscape and concepts of Inbound Marketing and appropriate uses of social media tools.

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Social Media for the Rep Firm Social Media for the Rep Firm Presentation Transcript

  • Social Media for the Rep FirmBy Don Lafferty@donlaffertywww.minglsocial.com CSP - Professional Selling
  • The Funnel
  • The New Funnel
  • The New Funnel
  • What is Social Media?
  • A Personalized Media Channel
  • Social Media Landscape
  • Social Business
  • Social Business
  • Inbound MarketingThe art of earning the attention of prospects, making yourself easy to be found, and drawing customers to your website by producing content customers value.
  • Inbound Marketing• Attract traffic• Convert visitors to leads• Convert leads to sales• Turn customers into repeat higher margin customers• Analyze for continuous improvement
  • Inbound Marketing
  • Inbound Marketing
  • Inbound Marketing
  • Landing Page
  • Landing Page
  • Email Marketing
  • The 2012 State of Inbound Marketing
  • Inbound Marketing Budget 2012 vs. 201189% of companies are eithermaintaining or increasing their LowerInbound marketing budgets. 11% HigherAmong the 47% of 47% Norespondents with increased Changebudgets, the most commonly 42%cited reason was “past successwith inbound marketing.” HubSpot 2012 State of Inbound Marketing
  • Inbound Marketing – Takeaway #1 HubSpot 2012 State of Inbound Marketing
  • Inbound Marketing – Takeaway #2 HubSpot 2012 State of Inbound Marketing
  • Inbound Marketing – Takeaway #3 HubSpot 2012 State of Inbound Marketing
  • Inbound Marketing – Takeaway #4 HubSpot 2012 State of Inbound Marketing
  • Inbound Marketing – Takeaway #5 HubSpot 2012 State of Inbound Marketing
  • Cost of a LeadHubSpot 2012 State of Inbound Marketing
  • We’re in a “People” Business
  • “All things being equal, the rep who shows up isusually the one who gets the PO.” – Bob Trinkle
  • “All things being equal, the rep who shows up isusually the one who gets the PO.” – Bob Trinkle
  • Internet Usage - Americas
  • Facebook - by the Numbers • There are 170 million Facebook users in the US, representing 55% of the population, and 74% of all online users. • Facebook users spend an average of 16 minutes a day on the site. • 25% of all content shared on The Internet is done through Facebook. • Facebook is responsible for 26% of all referral traffic.
  • User age distribution on Facebook in United States
  • Twitter – by the Numbers • There are 126 million Twitter users in the US, representing 38% of the population, and 60% of all online users. • 28% of Twitter users have an income of over $100K. •36% of Twitter users tweet at least once per day, with an average visit time of 11:50 minutes • Twitter accounts for 4% of referral traffic.
  • Why do People Retweet? (Share)
  • Your Personalized Media Channel
  • Objectives
  • Objectives• Grow Sales Revenue.• Provide Value to Principals and Customers.• Engage New Principals.
  • Objectives• 1. Establish our firm’s regional leadership as sales and marketing professionals.• 2. Provide a best-in-class resource of information about our products, principals, and markets for our target customer base.• 3. Identify and engage influencers who will collaborate with us to extend our reach to accomplish objectives 1 & 2.
  • Strategy• 1. Create our Social Media Footprint.• 2. Develop our Content Strategy.• 3. Allocate Resources to complete 1 & 2.• 4. Assign appropriate tasks or hire talent.• 5. Execute.
  • Social Media Footprint
  • Social Media Footprint
  • Branded ProfilesYour profiles should immediately brand yourself and/or your company, both visually, and textually.
  • Branded Profiles
  • Branded Profiles
  • Branded Profiles
  • Branded Profiles
  • Content – The Carrot• Articles, Essays, Whitepapers, Press Releases, Data Sheets• Photos, Charts, Infographics• Webinars• Online Tools• Audio• Video
  • Content Management Strategy• Establish an Editorial Calendar• Assign content creation• Queue content• Distribute/Broadcast• Engage
  • Content Management Resources• Editor-in-Chief – CMO• Writer• Photographer• Video• Content Management System – Wordpress / Joomla / Drupal, etc…• Webinar Service – Citrix, TelSpan, etc…
  • The Power of Blogging
  • Your Personalized Media Channel
  • Social Media Footprint
  • Listen and Engage
  • Key Words
  • Incoming Leads• LinkedIn• Facebook• Twitter• Google Alerts
  • The New Funnel
  • Incoming Leads• Blog Articles• Traditional Media• Press Releases• Status Updates• Event Announcements• Events in REAL TIME
  • Automation Tools• HootSuite• SocialOomph• NutShell Mail• Email Marketing Platform• Google Alerts• Social Mention
  • Engagement
  • Engagement
  • Engagement
  • Engagement
  • Tactical Business Development
  • Tactical Biz Dev Example• Establish an Objective• Identify and connect with all engineers attending 2010 7th Annual IEEE Communications Society Conference on Sensor, Mesh and Ad Hoc Communications and Networks (SECON), 21 Jun - 25 Jun 2010 at the Hyatt Regency Boston, MA.”
  • Tactical Biz Dev Example• Create the content• Devise a value hook• Inform the IEEE about your value proposition and provide a link to your content.• Set up Google alerts to feed you leads about the event, it’s sponsors and attendees.• Identify or create a Twitter hashtag to create community.• Set up Twitter searches to identify mentions of the event, its sponsors and attendees.
  • Tactical Biz Dev Example• “Scrub” the conference program for names of presenters, their companies and other industry affiliations.• Find the Internet presence of every person, company and association, and engage them appropriately.• Create a concurrent social event (a “tweetup”) and invite everyone associated with the event to the tweetup.
  • Tactical Biz Dev Example• Create a Facebook and Meetup.com group for your event to create community and drive traffic back to your website/blog. Engage New Principals• Feed your Media Channel with Pictures, Video, and Links to pertinent articles, being sure to tag them appropriately.
  • Tactical Biz Dev
  • Tactical Biz Dev
  • Tactical Biz Dev
  • Daily Presence Management• Respond to blog comments• Send emails to thanks people whove comment on my blog• Update Facebook Status• Respond to Facebook comments/friend requests/messages• Update LinkedIn Status• Respond to LinkedIn connection requests/messages• Respond to Twitter @ replies• Respond to Twitter direct messages• Tweet out an interesting blog post by a target connection (mentioning them with an @ reply)• Leave a comment on 1 other blog
  • Your Personalized Media Channel
  • Measuring Results• # of Connections/Friends• # of comments on your blog post• # of mentions• # of shares• # of likes• # of whitepaper downloads• # of email addresses added
  • Measuring Results - Facebook
  • Measuring Results – Bit.ly
  • Measuring Results – Social Mention
  • Measuring Results – Google Analytics
  • The Cost of Social Media• The average entrepreneur in the U.S. earns $75/hour.• Consultants can charge from $30-$50/hour for execution services, and from $1500 to $25,000/month for strategic support.• Tools can cost from $20-$6000/month depending on the scope of your needs.
  • Resources• http://en.wikipedia.org/wiki/Inbound_marketing• http://www.socialbakers.com/facebook-statistics/united-states• http://www.businessinsider.com/a-complete-breakdown-of-how- everyone-wasted-time-on-the-internet-in-2011-2012-1#there-are-more- than-800-million-internet-users-on-facebook-200-million-joined-in-2011- 12• http://www.mediabistro.com/alltwitter/twitter-statistics-2012_b18914• http://www.internetworldstats.com/stats2.htm• http://blog.hubspot.com/blog/tabid/6307/bid/30495/25-Eye-Popping- Internet-Marketing-Statistics-for-2012.aspx• www.problogger.com• www.socialmediatoday.com• www.copyblogger.com• www.marketingprofs.com