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Social Marketing Strategy

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  • 1. CREATING A SOCIAL MEDIA CAMPAIGN TO GROW YOUR BUSINESS Metalcon - October 22, 2010 Las Vegas, Nevada 1 Monday, October 18, 2010
  • 2. WHAT IS SOCIAL MEDIA? And how do you develop a Social Media strategy?! 2 Monday, October 18, 2010
  • 3. DEFINITION OF SOCIAL MEDIA • Social Media is an EXTENSION of the experiences you already create with people and markets... on steroids! • It is a MIRROR of real world behavior. • SocialMedia enables you to sell IDEAS, ATTITUDES and BEHAVIORS... product follows. • Social Media is another tool to communicate with your customers in a way that THEY WANT to be communicated with. 3 Monday, October 18, 2010
  • 4. WHY IS SOCIAL MEDIA IMPORTANT TO YOU? 4 Monday, October 18, 2010
  • 5. 5 Monday, October 18, 2010
  • 6. WEB BASED SOCIAL MEDIA IS HERE TO STAY... LIKE IT OR NOT • Facebook has a population of REGULAR users that is LARGER than the United States! • Fully half (150 million) of regular Facebook users are Americans • Google has become a verb • 100 million people view YouTube videos more than once per week • There are 75 million Twitter accounts... and growing by 6.2 million per day • Facebook, Twitter and YouTube are becoming major search platforms in addition to Google • 72% of Americans between the ages of 25 - 49 send text messages daily 6 Monday, October 18, 2010
  • 7. AMERICANS SPEND MORE TIME ON SOCIAL NETWORKS THAN OTHER ONLINE ACTIVITY 7 Monday, October 18, 2010
  • 8. PEOPLE WHO USE SOCIAL NETWORKS ARE YOUR CUSTOMERS Facebook LinkedIn 8 Monday, October 18, 2010
  • 9. CONSUMERS AND COMMERCIAL BUYERS RELY ON SOCIAL MEDIA FOR BUYING DECISIONS • 70% of buyers said customer reviews and ratings were very important when selecting a product. • 56% of Social Media users feel both a stronger connection with and better served by companies Top Objectives Achieved when they can interact with them in a social media 0 10 20 30 40 environment. Word of Mouth Brand/Product Awareness Increased Customer Loyalty Customer Generated New Ideas 9 Source: Beeline Labs, Deloitte and the Society for New Communications Research Monday, October 18, 2010
  • 10. SO, HOW COULD ANY SERIOUS BUSINESS PERSON IGNORE SOCIAL MARKETING? 10 Monday, October 18, 2010
  • 11. HOW TO CREATE A SOCIAL MEDIA STRATEGY 11 Monday, October 18, 2010
  • 12. FOUR PART STRATEGY • Communicate - Who you are, what you do and how you do it • Educate - how you can help customers and potential customers with their problems, make them money, etc • Cultivate - a following of customers and potential customers • Generate - by Communicating, Educating and Cultivating you are then in the position to generate all of that into SALES. 12 Monday, October 18, 2010
  • 13. COMMUNICATE, EDUCATE, CULTIVATE, GENERATE Online Tool Purpose of Tool KPI To recreate your best sales person Leads generated Website Provide PRODUCT information SEO Rank GENERATE leads Time spent/number of pages viewed Personal connection (Communicate) Number of “friends” that are potential customers Facebook Highly targeted advertising (Cultivate) Engagement - dialogue, click throughs Rapid COMMUNICATION of timely Number of followers Twitter information (Educate) Click throughs ReTweets & @ mentions Professional networking (Communication, Number of connections LinkedIn Cultivation) Click throughs Email inquiries Demonstrations (Educate) Number of views YouTube Ratings Click throughs Timely detailed information (Educate, Number of hits Blog Cultivate) Click throughs Comments Targeted COMMUNICATION Click throughs Constant Contact GENERATE response Promotion results Targeted COMMUNICATION Calls generated Texting Campaign GENERATE response An online map showing the location of each Customer visits Map-a-list project you’ve done (Cultivate) Site to capture all of your project Number of hits Flickr photography (Communicate) Click throughs Encourage customers to write positive Number of positive reviews Google Reviews reviews on their experience (Cultivate) Encourage customers to write positive Number of positive reviews Angie’s List reviews on their experience (Cultivate) Monday, October 18, 2010
  • 14. COMMUNICATE, EDUCATE, CULTIVATE, GENERATE Your SALES! Website 14 Monday, October 18, 2010
  • 15. WHO SHOULD LEAD THE SOCIAL MEDIA CAMPAIGN? • Owner or President!!! • Marketing lead 15 Monday, October 18, 2010
  • 16. COMMUNICATE, EDUCATE, CULTIVATE, GENERATE Online Tool Purpose of Tool KPI To recreate your best sales person Leads generated Website Provide PRODUCT information SEO Rank GENERATE leads Time spent/number of pages viewed Personal connection (Communicate) Number of “friends” that are potential customers Facebook Highly targeted advertising (Cultivate) Engagement - dialogue, click throughs Rapid COMMUNICATION of timely Number of followers Twitter information (Educate) Click throughs ReTweets & @ mentions Professional networking (Communication, Number of connections LinkedIn Cultivation) Click throughs Email inquiries Demonstrations (Educate) Number of views YouTube Ratings Click throughs Timely detailed information (Educate, Number of hits Blog Cultivate) Click throughs Comments Targeted COMMUNICATION Click throughs Constant Contact GENERATE response Promotion results Targeted COMMUNICATION Calls generated Texting Campaign GENERATE response An online map showing the location of each Customer visits Map-a-list project you’ve done (Cultivate) Site to capture all of your project Number of hits Flickr photography (Communicate) Click throughs Encourage customers to write positive Number of positive reviews Google Reviews reviews on their experience (Cultivate) Encourage customers to write positive Number of positive reviews Angie’s List reviews on their experience (Cultivate) Monday, October 18, 2010
  • 17. TOOLS TO HELP Tool Purpose Website Twello Find targeted people to follow on Twitter www.twellow.com Google Alerts Get daily notification of web mentions on key words you specify www.google.com/alerts Website Grader See how your site ranks in attracting clients www.websitegrader.com Bing Track yours and others social media hits www.bing.com 17 Monday, October 18, 2010
  • 18. CAN YOU OUTSOURCE SOCIAL MEDIA? Sort of... 18 Monday, October 18, 2010
  • 19. SOCIAL MEDIA COMPANIES Social Media Content Set up Social Coaching/Training Web Resource Strategy Media Platform Development and (DYI) Development SEO Development Management X X X X www.mediamarketers.com X X X www.inklingmedia.net X X X X X X www.twospuds.com 19 Monday, October 18, 2010
  • 20. KEYS TO SUCCESS • Understand that success in social media is a MARATHON, not a sprint! • Content is king - engage in a two way conversation • Identify the right friends, followers and connections • Measure your results monthly • Test new ideas regularly • Be current • Study 20 Monday, October 18, 2010
  • 21. AVOID THESE TRAPS • Infrequent up dates • The hard sell • Bad grammar and spelling • Keep it short - the Internet causes ADHD • Not managing your connections • Spamming... its easier than you think • Avoid arguments, politics and religion 21 Monday, October 18, 2010
  • 22. EMPLOYEE USE OF SOCIAL MEDIA • ENCOURAGE IT! • Have a well defined policy • Have your employees sign off on the policy • Train them in the use of social media tools 22 Monday, October 18, 2010
  • 23. SOME FINAL NOTES... • Social Media is here to stay • It directly impacts the construction industry • Done properly, it is a force multiplier •A Social Media strategy has to be integrated with your overall strategy 23 Monday, October 18, 2010
  • 24. QUESTIONS? 24 Monday, October 18, 2010