500 million active Facebook users101 million Linkedin users50 Million Tweets/day24 hours of video uploaded to YouTube every minute
2007 Median age 19Current median age around 40
Gender split as barely changed from 2007-2010, still about 40%male and 60% female
Let’s look at some local and National examples of how social media has been used effectively in these ways.
Targeted young, hip Seattle market with website that highlights SM involvement. Started by creating Facebook page so their clients would become their fans and their clients friends would see the photos of their work. They build social media reach for promotion by including links to salon and stylists social media profiles and blog feed, the ability to book appointments online and share booking info via Twitter or FB. 75% of new business coming in via social media.
Small businesses like the Corner Pug use social media “coupon” sites like Groupon to spread the word about specials to Hartford locals, raising awareness of the restaurant and promoting this special offer of $30 worth of food and drink for $15. Businesses participating in Groupon report that on average 40% of coupson buyers are new to the business – they either received the coupon or email about the offer from an established client (referral) or they were made aware of the business through the Groupon promotion.
Turned to SM for inexpensive marketing and created profiles on MySpace and Facebook to gain exposure to film and entertainment professionals. Twitter is also used to promote new content and connect with entertainment industry people at events like Sundance, Tribeca Film Festival and South by Southwest. Since social media campaign started about 1 year ago, interest from producers is up over 70%.
Small local florist in Worcester that uses photos and multiple posts per day to talk about projects, local happenings, and daily life to engage with clients and prospects. It works, I personally have used Sprout several times for clients and family members in Worcester because of their social media marketing.
Nonprofits can really benefit from the ability to market using free social media networks. MTH staff not only shares information about the House and events taking place there, but they keep it fresh and interesting by including photos of famous visitors like Bruce Springsteen, Kathleen Turner and the Oscar Weinermobile. They also make a point to engage fans to build rapport with questions “What book is on your night stand?”. Tying in Samuel Clemen’s quotes to current events also helps with promotion as often these posts are shared by fans with their friends, increasing the organizations SM reach.
MA based fencing company, family owned since 1893 with 6 employees started a blog about 2 years ago with articles about the various types of wire they sell and how to use them. Began to include diagrams for building projects, how to video and finished project photos.Keyword rich content and promotion of the content through social media increased organic search rankings. Using landing pages with calls to action allows them to generate leads from their website. The client base changed from New England only to International.
Realized that their online brochure website wasn’t enough and began using blog to add fresh content, YouTube “how to” videos, and free downloadable eBooks to engage site visitors and give them reason to return. Alexa (the Nielsen of websites) ranked their traffic at 5.9 millionth when they started. Within 18 months, they had moved up to 1.2 millionth. Note call to action on Home page to sign up for free golf skills series which generates leads for their products and services.
We use our site to set the tone about who we are, and what you need to know if you’re thinking of joining our team. Our Careers section starts out “Looking for a cushy desk job? You won’t find one at ForeSite! What you will find is a diverse group of folks who combine their talents to help our clients navigate around the pitfalls of technology and come to the rescue when needed. People who are willing to do what it takes”.And our CEO’s bio reads “YOU’RE TOO YOUNG TO BE A MANAGER!!! Saying that was the mistake Mike’s last “boss” made back in 1997 when he was working as the “IT Guy” for a small but growing insurance company”. Not your typical “stuffy” professional services firm.
Google yourself to see what a potential employer will see. Are Facebook photos appropriate? Do you complain about current employer on social media or internet forums? Use social media to help you network too, you can reach many more people virtually than you can in person.Joining online groups allows you to communicate with relevant people in your industry and showcase your knowledge.LinkedIn allows you to see 2nd and 3rd level connections and request introductions.
LinkedIn profile should include business appropriate photo, details of work experience, links to sites (web/blog/FB), TwitterCan link to blog articles, reading list, up to 50 LI groupsBuild connections, request recommendations, pay attention to who views your profile
Social Networking<br />Tracy Fox, ForeSite Technologies<br />
WHO USES SOCIAL NETWORKS?<br />Age demographic has significantly changed from 2007-2010<br />
WHO USES SOCIAL NETWORKS?<br />Gender demographic<br />
BUSINESS-RELATED USES <br />Raise awareness of entity<br />Establish rapport<br />Promote goods/services<br />Generate leads and referrals<br />Find employees or find a job<br />
EMERSON SALON <br />Raise awareness<br />Build rapport and promote to generate referrals<br />
CORNER PUG RESTAURANT<br />Raise awareness<br />Promote<br />Generate referrals<br />Sold out 1,000<br /> coupons in less<br /> than 3 hours!<br />
METRO ORLANDO ECONOMIC DEV.<br />Raise Awareness<br />Promotions of<br />Services<br />Establish Rapport<br />Generate leads<br />Raised interest from film producers by over 70%!<br />
SPROUT FLORIST<br />Raise awareness/promote<br />Build Rapport<br />Generate leads<br />Over 1,000 Facebook <br /> fans in 1st year<br />High engagement with <br /> multiple posts per day<br />
MARK TWAIN HOUSE<br />Raise awareness<br />Establish Rapport<br />Promote<br />Over 4,500 Facebook <br /> fans in 1st year<br />High engagement with <br /> multiple posts per day<br />
LOUIS E. PAGE, INC.<br />Raise awareness<br />Promote goods by sharing <br />Generate leads<br />Within 2 years, The Fence Post<br /> blog has over 4,500 subscribers<br />Over 2,100 leads in 2010<br />New England client base to International<br />