Using social to grow your consulting business - ASCA 2010

Using Social Media to grow YOUR Consulting Business - ASCA 2010 firebellymarketing.com Photo: “my Mind” by emats

Duncan Alney Firebelly Marketing [email_address] 317.557.4460 @firebelly #asca2010 www.firebellymarketing.com/asca2010

Firebelly is a social marketing agency focused on: • content creation • conversation development • community management • buzz monitoring • reputation management Clients include:

Audience Survey

How people share information online Social Media is 21st Century “Word of Mouth”

People of Facebook More than 500 million active users 50% of our active users log on to Facebook in any given day Average user has 130 friends People spend over 700 billion minutes per month on Facebook * source Facebook

Sixty percent of Americans use social media, and of those, 59 percent interact with companies on social media Web sites. One in four interacts more than once per week. *These are among the findings of the 2008 Cone Business in Social Media Study.

93% of Americans believe a company “ should have a presence in social media.” 85% say that companies “ should also interact with consumers via social media” 89% of US online buyers read customer reviews before they purchase.

Facebook tops Google for weekly web traffic in the U.S. The #1 search engine is Google The #2 largest search engine is Youtube 50% of mobile internet traffic is for social networking sites - imagine what that does for bad customer experiences? Over 50% of the world’s population is under 30. 96% of Millennials have joined a social network.

Social media is popular even among the mature generation (63-75 years): 36% of them had a social network profile in 2009 vs. 10% in 2007 57% of US Internet users maintained a social networking site profile in 2009 vs. 45% in 2007 89% of US Online Buyers read customer reviews before they buy A recent survey by PhoCusWright revealed the true power of customer reviews in the travel planning process: 84% of respondents read a review of a product or service. Source: eMarketer & PhoCusWright

175 million U.S. Internet users watched online video content in September for an average of 14.4 hours per viewer The total U.S. Internet audience engaged in more than 5.2 billion viewing sessions during the course of the month Other notable findings from September 2010 include: 83.9 percent of the total U.S. Internet audience viewed online video The duration of the average online content video was 4.9 minutes while the average online video ad was 0.4 minutes Video ads accounted for 12.3 percent of all videos viewed and 1.2 percent of all minutes spent viewing video online 30 minutes a day with a high propensity for sharing Video Source: comScore

25% of search results for the World’s Top 20 brands are links to user generated content. 34% of bloggers post opinions about products or brands. 78% of consumers trust peer recommendations. Only 14% trust advertisements. Only 18% of TV ad campaigns generate a positive ROI. 90% skip ads with Tivo and DVR.

Twitter.com - the 12 th most popular website in the world 75 million people worldwide visited Twitter.com in January 2010. That represents a growth of 1,100% 23.5 million of those came from the U.S. 50 million tweets are sent in one day Impressive, but what does it mean? Source: comScore Compete.com & Alexa

Facebook reaches 56% of the active US Internet universe with an average usage of 6hrs a month per user Facebook is the #3 site visited by users 65 and older Social Networking Source: Nielsen

Who do people trust?

The Opportunity: Be Human Use your stories Listen & Talk to people Build Credibility Build Trust

Mullets: an easy way to understand social behavior

The 4 Channels Search | Social | Traditional | WOM

Search Social Traditional Word of Mouth

But first! Are you doing good work Start with a brutal self assessment

Assess your brand Strengths and weaknesses

Stories are Key Do you know your stories

Why Social? Get Found on Search Engines Get people talking online

How will it work??

Good Stories => Credibility => Leads => Sales

The Search Factor

Get found on Google: web traffic leads to conversion

Search Text | Audio | Video | Images 1. Use a keyword approach 2. Optimize your assets

Fresh Content on your Blog

Blog Content Ideas Awesome trees Interesting jobs Testimonials Tip: focus on human element, non-committal is ok, keywords

Build Links Local chamber Partners Clients Professional organizations

The Social Factor

Why Social Build Credibility Social Search Conversations Community can be monetized

Customers, competitors, prospects & the media are all listening. Credibility - blogs, conversations, reviews, tweets, studies, testimonials, photos, videos

Social Search: Ask Peers First

#1 Monitor the web #2 Respond People are talking: Are you listening? Will you respond? Do you know the details

Incentives: Education 1/2 hr consultation Volume discounts Response time

Should I take part in social media?

Do you have buy in from the top?

Do U / Will U have good content?

Are people involve with your brand?

Can you implement consistently?

Can you measure consistently?

You need all five!

10 things You Can Do

LinkedIn Groups: Take Part

Blog: use your stories Tips: Blogspot is free. Wordpress is the most flexible. Use your blog stories in your email campaign

Listen: Use a monitoring tool Tip: Google alerts to start

Videos: Completed Projects, Cool Trees, People Tip:YouTube!

Start a Facebook Page: get some people to join Tip: Make sure you fill out that info page! Use the discussions area.

Use good questions: to get conversations started Tip: Act like you’re in a 24/7 cocktail party!

Photos and Videos: Completed Projects, Cool Trees, People Tip: Flickr and Facebook! YouTube!

Tip: Talk to the haters too! Photos and Videos: Get them talking. Meet up with them.

Promote: Press, Local Bloggers Tip: Be excited about your content

Measure: SERPS, Traffic, Reputation

Free Tools

Affordable Tools premium

Sophisticated Tools

Agency or In-house?

Use your stories Listen/monitor Optimize content Promote Listen & Talk to people Build credibility and trust Measure

Duncan Alney Firebelly Marketing [email_address] 317.557.4460 @firebelly #asca2010 www.firebellymarketing.com/asca2010

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