Tamara Bernadot Catherine Tryon Over 25 years of Retail Experience Over 20 years in the IT Industry Over 12 years on Internet Marketing Experience Over 15 years of Internet Marketing Experience Strategic Team Member of 3 successful Start-ups Entrepreneur, Trainer, Speaker & Coach Brand Manager & Social Media Consultant Social & Digital Media Consultant
What We Will Discuss Today Why do I need a Social Media Strategy How Social Media has changed the marketing landscape How Social Media fits into your business model Social Media Tools Think BIG. Start SMALL. Take ACTION.
“My Customers Tell Me That I Need a Facebook Page….” Creating a profile is NOT a strategy Should I use Twitter, Facebook, or Youtube? The Technology gets overwhelming There are so many sites for me to join! Tip: Don’t relegate social media to Gen Y just because they use it for personal use.
Social Media Isn’t a StrategyYou can “do” strategic things with social media tools• 1. Publish – The more you publish, the more search engines love you!• 2. Share – You can promote your stuff, your customers, and promote the places/things that you enjoy• 3. Network – It’s all about relationships!
Why Do You Need a Strategy? Having clear goals and realistic expectations can help you avoid: – Wasted time – Wasted effort – Unintended backlash – Social media fatigue – Missed opportunities
Social Media can be a Black Hole… A Strategy Provides Focus! Essential Questions: - Who is your target? (Who is your best customer?) - Where do they hang out online? - What is your message to them? - What problem(s) can you solve for them? - What are they saying about your business or product? - How do you know if your Social Media is working?
Social Media has given Customers a Platform to Express Themselves Go where they are! – Online communities are thriving – People read blogs and consume more user- generated content than ever before – People participate in online conversations and are happy to communicate with brands – Word of mouth is now on steroids
It Connects Differently For Different Brands…But It Still Connects! Source: blog.360i.com
4 Steps to Success with Social Media1. Know your Business Goals & Objectives2. Create a Strategy to meet those Goals3. Action Plan- Outline the Steps to achieving your Goals4. Implementation of Plan-Putting it all into Action
Dr. Kathleen Hartford: A CASE STUDY Chiropractor for over 23 years. Just launched Fit, Fun & Fabulous at Any AgeWebsiteBooksProgram for SaleProducts for Sale
1. Know Your Business Goals & Objectiveswww.FitFunandFabulous.com Get people to become a coach Get people to find a coach Sell books/products to people Sign up for the newsletter Follow me on social Media
2. Create a Strategy to Meet Those Goals Continue to build Twitter Followers Increase LIKES/FRIENDS on Facebook Send out weekly newsletter promoting programs/products Work with Hay House to promote books Work with woman on List Building opportunity Promote program locally in Pittsburgh Work with LinkedIn Groups to make more connections Messaging on LinkedIn Use Power Plate relationship to find boutique to offer program Consider doing 3 mail pieces(postcards) along with social media and email campaign Create Google pages to "Listen" to what is going on in your industry
3. Action Plan- Outline the Steps to achieving your Goals Create Social Media Calendar-monitor daily Continue conversations with media folks Start Book promotion Contact Vendors Create Email Calendar Get books onto Amazon.com Be sure all tracking is in place to show successes
4. Implementation: Putting it all into Action Monday Tuesday Wednesday Thursday Friday Saturday Sunday Twitter Product Video Coach Quote Coach Fact Product Question Question QuestionFacebook Product Quote Video Coach Fact Product Coach Question Question Question LinkedIn Product Fact Question CoachNewsletter Product/Info
Things to Do Define your business Goals Write out a Strategy Create an Action Plan Implement your Plan
Facebook For BusinessBuilding a Facebook Strategy
4 Elements of a Successful Facebook Strategy1. Setup2. Create Activity3. Build Your Fan Base4. Track Your Results/Progress
1. SetupDefine your business objective Increase product sales, recruit talent, educate customers, create communityDevelop the social media voice for your business Be consistent with your “offline” personaSetup the page, attract 25 fans & register a custom URL for your business name. Customize your facebook page by going to www.facebook.com/username
2. Create ActivityInvite feedback in your daily updatesHost contests and special promotionsProvide fans with exclusive contentOffer engaging and interactive content
3. Build Your Fan Base Notice 9 of my friends like this pageUse Facebook AdsLeverage an event or great PR ideaCross promote the Facebook page in other advertising (website, twitter, radio, or TV)
When you create anevent, you can inviteyour friends to attend.They will get anotification from yourpage about the event.
4. Track Your Results/ProgressPre-determine your benchmarks or Key Performance Indicators (KPIs) after drawing your starting line.Use Facebook Insights to understand who your fans are and what they want. Track new sales back to the interaction from Facebook
Facebook Action Steps Be human and admit your mistakes Post more photos and videos Ask questions and involve your “fans” Watch your post frequency and timing Diversify your content Track the performance of your posts
Twitter What is twitter- Just turned 5 Years Old Twitter strategies to suit your business How to twitter Do’s & Don’ts Twitter tools
What is Twitter? Real-time micro-blogging platform composed of 140 characters Include Links Answers the question: What are you doing?/Did you Know? You can tweet by using: Mobile device Twitter.com Desktop applications
Twitter as a Business Tool Customer Service Product promotion and sales Crisis management Event activation Issues advocacy
1. Create A twitter profile with clear personality Industry tips Helpful info to customers Entertaining fun facts
2. Follow People talking about your product/service Search using search.twitter.com or tweetscan.com or Twellow.com Use tools such as TweetDeck or HootSuite
3. Engage Answer questions about your product/service Respond to comments about you or your business Send followers to your website Use direct messages for specific issues
Twitter for Customer ServiceCustomercomplainsabout cupand 19minuteslater thebrandrespondswith apersonalmessagethateveryonecan see.
Product or Service Promo OFFER ENDS FRIDAY…… Flavor of the Day….. STOP BY TODAY BETWEEN 1 and 3 FOR….. The first 10 customers to show us this tweet get a free…. use 120 characters so others can retweet
Twitter Do’s Have a plan Integrate your Twitter efforts with other marketing initiatives Monitor keywords and competitors Do be friendly and helpful Do share relevant content
Twitter Don’ts Over promote Get too personal or negative Use corporate rhetoric or jargon Use poor language, grammar or spelling Be a showoff Over tweet
Twitter Action Steps Create Twitter Account-Upload Photo! Start Following Like-Minded Tweople Post messages and information on TwitterregularlyLink your Facebook to your Twitter account ifyou are messaging to similar groups
Local Business SearchHow Can Customers Find You?
How do You Think Your Current Customers are Finding You?People are using online search engines like Google more than any other media to find local listings.
Being Found Online = New Customers37% or about 4 out of every 10 internet users in the US who conducted an online local business search ended up visiting the store in person.A majority of consumers prefer to shop within 15 miles of their homes or places of employment. Source: TMP Directional Marketing
What Internet Tools are People using to Search for My Business?1. General Search Sites 2. Local – Search sites Google Google Local/Maps Yahoo! Yahoo! Local MSN/Bing Bing Maps AOL CitySearch MapQuest3. Internet Yellow Pages Superpages.com YP.com Yellowbook.com local.com
Local Search Business Directorieshttp://www.google.com/local/addhttp://www.local.yahoo.comhttp://bing.com/localhttp://www.citysearch.comTIP: Review your listings at: http://www.getlisted.org
Additional Business Directorieshttp://www.merchantcircle.comhttp://www.yelp.comhttp://www.local.comhttp://www.showmelocal.comTIP: Review your listings at: http://www.yexttags.com
Emerging TrendSocial & Mobile Media Search (SoLoMo)
Local Search Action Steps1. Ask your customers to provide online reviews and ratings2. Monitor your reviews regularly and flag hot button keywords3. Respond quickly to complaints and kudos from customers4. See negative feedback in a positive light5. Report inappropriate reviews
Why Email Marketing? It’s a Compliment to Your Marketing Plan Easiest reach to large base of customers They are opting in for information from you They are likely already a paying customer Social Media users are also high volume email users
Why use an Email Marketing Tool? Permission Marketing-Reduces SPAM Reports & Tracking Professional Look & Feel-Templates Integrate other features-Social Media, Events, Surveys
Tools You Need Do you have a list of customers? Email List What format is your list in? Create a spreadsheet with as much info as you have First Name Last Name Email Address Phone # Address 1 Address 2 City State Zip Tamara Bernadot email@example.com 608-320-5256 1920 Ward Avenue La Crosse WI 54601 Tamara Bernadot firstname.lastname@example.org 608-320-5257 1921 Ward Avenue La Crosse WI 54601 Tamara Bernadot email@example.com 608-320-5258 1922 Ward Avenue La Crosse WI 54601 Tamara Bernadot firstname.lastname@example.org 608-320-5259 1923 Ward Avenue La Crosse WI 54601 Tamara Bernadot email@example.com 608-320-5260 1924 Ward Avenue La Crosse WI 54601 Tamara Bernadot firstname.lastname@example.org 608-320-5261 1925 Ward Avenue La Crosse WI 54601 Tamara Bernadot email@example.com 608-320-5262 1926 Ward Avenue La Crosse WI 54601 Use this as your Master List for all of your marketing efforts Keep your list clean and up to date Easy to import into email service provider
More Tools for Email Marketing Logo- Brand building effort. Be consistent with all other marketing efforts Images-Pictures get attention, keep it interesting Content-Website, Blog, Videos, Podcasts, Links, Q&A, Social Media Sites
Email Marketing Tips Videos get highest # of hits- Use YouTube if you don’t have your own videos Link to Like-minded sites to give valuable information Specials, Coupons, Announcements, Event Sign-up, One- Time offers. Make your customers feel special and wait for your next newsletter Link to your social media sites too
Email Marketing TipsHave A Theme or Consistent Message throughout NewsletterFocus on One Item/Service or Related GroupList Events ProminentlySmall text boxes with Links to more info
Email Marketing Action Steps1. Start creating a list if you don’t have one2. Organize your list in one place3. Choose an Email Marketing tool4. Choose a template and insert all of the info needed5. Be professional with your look & feel-know your customers6. Be consistent with sending your emails
ReputationManagement Measurement Resources needed to run a campaign effectively Design Skills Content Research Technologist StrategistPractitioner ofSocial Media Day to Day Management Content DevelopmentCoordinationOf all corporateactivities
How Green Gorilla Can Help You with Your Social Media Marketing Hands-on Classes – Starting in April @ Baus Haus Online Hands-on Classes – Starting in April Coaching Programs – 3 months (includes training wheels) Social Media Manager Program – 3 months
Hands-on Social Media Classes April - May• Getting Started with Facebook• Get Down to Business with Facebook Pages• Promoting Your Business Facebook Page• Getting Started with Email Marketing• Build your Email List & Event Marketing• Getting Started with LinkedIn• Network for New Customers with LinkedIn• Getting Started with Skype• Local Search for Your Business• Video Marketing for Your Business
Social Media Coaching Programs• Starts with a Strategy Session• Facebook page(s)• Twitter account• Google Places account• Merchant Circle account• Learn how to integrate your profiles• Learn how to use the various profile management tools• Learn how to create a Landing Page for you Facebook page(s)• One on One consulting sessions• Email Marketing Program
Social Media Manager Programs• Adheres to the Social Media Best Practices and current trends• Starts with a Strategy Session• Update statuses on profiles• Delete unwanted spam postings• Respond to “Network/Friend Requests”• Create Facebook Landing Page(s)• Integrate profiles/blog/website• Monitor web for mentions & buzz• Build your followers, friends, Likes, Connections• Weekly updates & Monthly statistics• Email Marketing
Social Media Evaluation SpecialEvaluation - $149 (March Special $49)We’ll evaluate your current web presence—from your website, blog and trafficsolutions, to your use of social media, video marketing and email opt in choices—orlack thereof. We’ll have a one-on-one call where we will walk you through the resultsand give you honest feedback & recommendations! The purpose of the call is to showyou how to consolidate your efforts and maximize your results!Quick Setup - $249 (March Special upgrade from theEvaluation is $100)The Quick Set-up Package includes basic set up of up to three profiles of your choiceand profile integration with other profiles, your blog or website. We’ll also show youhow they work.**Evaluation must be scheduled by March 31 but can be performed in April or May.
You Don’t Have To Do This Alone!• Don’t have the interest or the time? – We can coach your staff or VA – Let us do it for you• Don’t fully understand the social media landscape and want help? – Take our classes – Join our coaching program
Thank You for Coming!Catherine Tryon Tamara Bernadot