Common objectionsBusinesses usually don’t understand how to use SMM. Generation shift X -> YComplains: •I don’t know how to use it.•People would talk about us negatively.•I can’t control it.•I‘m a B2B company.•I don’t have time for it.•My customers are not using social media.•It’s not a sales tool.•What is the ROI.•My industry isn’t interesting.
It’s not for everybodyChoose the right business category: 1. Example questions to ask • How complicated and difficult is the segment? • Is there potential for a lead generation? • Is business consistent during the whole year? • Can the business produce interesting content? • Are their customers using social media? 2. Multiple-criteria decision
Different networks• It’s not only about Facebook & Twitter• Blogs• Discussion forums• Pinterest• Yelp• YouTube• Foursquare many others & local, industry and country dependent …
Conversation already existsPeople talk about “YOU” … • brands & products • using terms from different industries/segments… even if you don’t do anything3.See if people talk about your client, his competitors, industry terms.4.Identify networks - where it happens.5.Show them the results.
Summary of the homework2. Select categories for your sales department.3. Identify where the conversation takes place.4. Identify conversation and terms used for each category.5. Create an A4 page with existing conversations for each category.6. Prepare a “Social Media Starter Pack” brochure.9. Check if the business already uses social media.
Selling tipsWhat to sell?-One time social media set-up and profiles clean-up-Continuous conversation, analysis, leads-One time promotional & acquisition campaigns
What to sellI. Client’s website integration (quick win) • Helps SEO • Fan boxes and Like buttonsII. A place for conversation (copywriting)• Customer support• Protecting the reputation• Continuous engagement• Time consuming, 10minutes every day
What to sellII. A place for marketing and promotions • Run customer contests • Sweepstakes & coupons • Help to build a customer databaseIII. Experimental (at your own risk) • Lead generation • Hiring new employees • Weekly tips and analyzes for customers - what they can communicate (valentine, holidays, weather, jokes, ...)
What to show at the meeting• Show your homework• Show successful case studies Communication and engagement case studies Promotional & sweepstakes case studies Show what leaders in each business category are doing• Educate and explain, show patience“Be at a place where yourcustomers spend their time.”
Take away concept• Telefonica O2 Gurus in the Czech Republic• Small business don’t have much time to monitor and take care of social media• You can monitor conversation and find there leads and customer support statuses. • Based on locality and segment, can be redirected to selected business or answered immediately. YP can become trusted advisor for people