Using social media to grow your business


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Organizations and brands are all rushing to "go social." While this might seem like a great idea, how can you actually use this medium to grow your business and increase awareness? Further, how do you align your brand's social media presence with your business goals? This presentation was given at a national sales meeting for a retail packaging supply company, in 2013. This information was aimed at both independent sales representative as well as in house marketers and sales reps.
Presentation notes can be found here:

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  • Social medial is people driven, not brand drivenOnline masses often set the agenda, create narratives, influence opinion etc. Those with influence, those who are known and considered reputable are known as:“INFLUENCERS” AND “ADVOCATES” (who are they)Many communities created online, form around many topics-> relevant to GML: industry, trade groups etc. -> great for research and prospecting Communities can be echo chambersGroup think ****** offer something newEx. Of online community: LinkedIn group, “Packaging Pick of the Day” PinterestAdvocates and influencers in every groupFind, understand and engage online communities; gain insights-> prospectingFigure out what people are talking about, capture conversations, what is most salient?Advocates and Influencers extend reach
  • BIER- A new Model of CommunicationsBUZZ: Get people talking, conversations and content about your brandBrands can create and drive buzzAdvocates and InfluencersInfluence: Understanding current trends, what is salient, being part of conversationUse of advocates and Influencers EXPERTEngagement: content production posts, comments, blog -> anything to stand online 2-way convo What do consumers want to talk about?  BIER: A new Model of CommunicationsRepeat: Loyalty, brand awareness, increased sales etc..Applicability to Sales: This is a new paradigm of communications, especially relevant online -> better able to communicate and promote online
  • Engagement StrategiesUse of Advocates and InfluencersHow to best leverage themTake advantage of their pre existing audiencePower laws in Social Media -> only handful have influence over majorityLeverage “Packaging Experts”Credibility and perception of being knowledgeable is keyPeople more likely to pay attention Engagement StrategiesOnline Anthropology/ Qualitative researchDon’t be overly theoretical/ high levelAnalyzing conversations- online EthnographyEasily obtainable data on all social media platforms-> searches, keywords etc. Gain meaningful, insightful data in what your consumers are talking aboutOpen HONEST conversationsAKA “Online Anthropology”
  • Engagement strategies IIAuthentic Brand ExperiencesShow don’t tellProspects want to recreate or take part in the experienceFull, branded packaging programWhat is the “Gunther Mele Experience”? Engagement Strategies IILassoing a TopicWhat’s your niche or strongest areaCredibilityGoing where the mass influencers hang outRefer back to communities and groupsLinkedIn, PiinterestAsking for the opinions of othersControl and START the CONVOCreating communitiesMake your own, ctrl message and agenda, gate keep
  • Engagement Strategies IIIGoogle trendsGoogle news and alertsSEO applicable to social mediaGoogle keyword toolSocial media as customer service tool
  • Measuring resultsInvolvement InteractionIntimacyInfluenceIncome
  • Measuring results IIGoogle social analyticsFreePre existing with platformEndless assortmentSelling a service, be waryQualitative and quantitative Certain data not easily quantified/measured Qualitative methods used in engagement strategies are also helpful here
  • Using social media to grow your business

    1. 1. *
    2. 2. *Please click here for accompanying notes for this presentation *
    3. 3. * A non-linear method of communication * Many to many vs. traditional methods * Customer as active participant * “Buzz” * Marketing communications have functionality and utility * Communication without interruption *
    4. 4. *Social Media is people driven, not brand driven *Influencers and Advocates *Formation of online communities *Communities as echo chambers *Find, understand and engage online communities; gain insights *
    5. 5. *Buzz *Influence *Engagement *Repeat *Applicability to sales *
    6. 6. *BIER vs. Traditional Models of Communication
    7. 7. * Click Here
    8. 8. *Use of “advocates” and “influencers” *Power laws in social media *Packaging Experts *Qualitative Research * “Analyzing conversations – Online Ethnography * Insights – what are your customers talking about? * Also referred to as “Online Anthropology” *
    9. 9. * Lassoing a Topic * Going where the mass influencers hang out * Ask for people’s opinion * Offering Authentic Experiences * Creating Communities * Be the advocate/influencer *
    10. 10. * Google Trends * * Google News + Google Alerts * * SEO applicable to social media * Google Keywords Tool *Social Media as Customer Service Tool *
    11. 11. *Involvement *Interaction *Intimacy *Influence *Income *
    12. 12. * Google Social Analytics * Integrated statistics within social media platforms ex. Facebook Insights * Nearly endless selection of services for measurements and analytics: * Klout, TweetReach, Twenty Feet, Twitalyzer, Twitsprout, Pinnerly, Twitter Grader, Website Grader, BackType, PeerIndex, Social Mention, Social Pointer, Follower Wonk...too many to list * Be wary: These services are relatively new, attempting to measure and analyze some (but not all) qualitative data within quantitative framework *
    13. 13. * Social Media Marketing Survey (2012 Social Media Marketing Industry Report) * Facebook top focus of those just starting with Social Media (79%) * 94% of all businesses with a marketing department included social media in their marketing strategy * Ninety-two percent of marketers are using Facebook and 72% plan on increasing their activities. * 85% of all businesses that have a dedicated social media platform as part of their marketing strategy reported an increase in their market exposure *
    14. 14. * 61% of marketers report lead generation benefit, with just 6 hours/week using social media * Only 52% reported benefit in 2011 * 74% of social media marketing survey saw increased traffic * B2B companies (68%) compared to B2C companies (59%) use social media for intelligence-gathering * 65% of marketers found social media to be a helpful tool in understanding the marketplace *
    15. 15. * 76% of marketers plan to increase use of YouTube and Video Marketing * Currently, only 40% of marketers using Google+ * 70% would like to learn more * 76% of B2B Companies expected to increase use of LinkedIn * 2011: 70% of marketers wanted to learn more about Facebook * 2012: 58% wanted to learn more about Facebook *
    16. 16. * Social Media not entirely unique and new * In 1950s, Jack Daniels Company used influencers and advocates to promote new product * Paid bartenders to upsell their new product to customers considered “cool” and “influential” * This was an early form of social marketing and using “buzz” *