Building Business with Social Media
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Building Business with Social Media

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  • How people communicate, Target like-minded prospects, Communicate with customers
  • Where Are They Cyclically?StudentsHow Do They Use Social Media? Older audience may not want to engage in “make a video” contest Older audiences appear low on “Creator” scale.
  • Social media is about people, not logos. How will you let down your guard? If you’re a small company, congratulations, this should be pretty easy. If you’re a big company, how can you act small again?
  • Lots of ways to measure social media success, so make sure you determine your key metrics BEFORE you get started. I recommend picking three solid metrics to track. Appropriate metrics differ based on what your objective is for the program.
  • Tweets are text-based posts of up to 140 characters in length which are displayed on the user's profile page and delivered to other users who have subscribed to them (known as followers).
  • Here is how Tiwtter is used to promote a white paper…..
  • Look up fulfillment groups… add and take that screenshots
  • Here is an example of how John Foley used LinkedIn Groups to pose a question…… and gain leads!
  • I asked the question in the beginning how many folks are using social media today for business building or working with custoemrs, prospects or peers?What about listserve?
  • Chris brogan analogy
  • 1) Start slow. The number of tools available can be overwhelming. Pick one or two, learn them, and move on. You’re not going to tackle the whole world overnight.2) Just do it. There are plenty of excuses not to try, but social media is an experiment. You don’t know what does work until you find out what doesn’t work.3) Be yourself. Don’t be a fake person or a robot. If people fall in love with you on a personal level, they are certainly going to want to do business with you on a professional level.
  • QR Goes to VIDEO SERIES: USING SOCIAL MEDIA TO BUILD BUSINESS interlinkONE’s President and CEO, John Foley, Jr. presented “Using Social Media to Build Business” at the NAQP 2009 Conference in Austin, Texas.Here are a few of the highlights:

Building Business with Social Media Building Business with Social Media Presentation Transcript

  • How to Use Social Media to Build Your Business
    By John Foley, Jr.
  • John Foley, Jr.
    Established two companies:
    interlinkONE (CEO)
    GrowSocially (CEO/CMO)
    Grow Socially
    Specializes in online marketing and social media with
    Marketing strategy, campaign development, execution, real-time relationship-building and measurement.
    Phone: 978-674-8081
    Email: JohnF@GrowSocially.com
    Online at:
    www.twitter.com/JohnFoleyJr
    www.facebook.com/JohnFoleyJr
    www.LinkedIn.com/in/JohnFoleyJr
    Thank you to @jaybaer & @chrisbrogan
  • Speaking Engagements – Past Events
  • Shameless Plug
  • Shameless Plug
  • Overview
    What is Online Marketing
    Inbound Marketing
    Social Media Marketing
  • What is Online Marketing?
    Website
    Search Engine Optimization
    Search Engine Marketing
    Social Media
  • Search Engine Optimization
    Becoming more searchable
    Using specified keywords
    Consistently updating
    Using linksto other pages of site or other websites
    Search Engine Marketing
    Pay-Per-Click
    What is…?
  • Community
    Conversation
    Networking
    Marketing
    Relationships
    Customer Service
    Immediate Information
    Platform
    What is Social Media?
  • Why Use Social Media
    More prospects to sell to
    Generate interest in your brand
    Build your brand
    Loyalty
    Position your company
    Customer Service
    Another Channel
  • Take Your Website to the Next Step
    Social-friendly, searchable
    Interactive
    Blogs
    Comments
    Landing Page
    eNewsletter Sign-Ups
    Widgets
    Calls to action for people to raise their hand
  • Widgets
    Appealing to the eye
    Creative
    Interactive
    Different
    Can be a call to action
  • Widgets
  • Widgets
  • Inbound and Outbound Marketing Work Together
    COMPANY WEBSITE
    Whitepapers,
    eBooks Downloads
    eNewsletter Sign-Ups
    Comments & Questions on Blog
    Info/Inquiries
    Webinar
    Sign-Ups
    Social Media
    SEO
    DM/Flyer
    E-mail
    Links
    Other
    3500
    Visitors
    CRM
    2000
    Visitors
    800
    Visitors
    100
    Visitors
  • Social Media Marketing Plan
    Describe Business and Its Goals
    Know Your Audience
    The One Thing
    Humanize Your Brand
    Content Resource & Distribution Strategy
    Measure Your Success
    Strategy
    Before
    Tactics!
  • Know Your Audience
    Who Are They?
    Where Are They Cyclically?
    How Do They Use Social Media?
  • Define Target Audience
    Prospecting
    Customer Service
    Partner Management
    Audience Acquisition
    Discover
    Engage
    Get Found
    Your Target Audience – It’s Important
  • Is everyone interested in the same communication?
    I still e-mail
    I love my mail
    I use Facebook,
    Twitter & LinkedIn
    I’m on Twitter
    I Google for my information
    Where are your prospects and customers getting their information?
  • How Will You Humanize Your Brand?
  • How to Measure Success?
    How many
    LEADS!
    Downloads
    eNewsletter Sign-Ups
    Blog Comments
    Questions
    Shared Links
    Re-Tweets
    Followers
    Site Traffic
  • Get Noticed
    Optimize / Social Friendly
    Landing Pages
    Offers
    Emails
    Polls
    eNewsletters
    Nurture
    Engage
    Conversation
    Convert
    Product?
    Service?Asset?
    Nurture
    Engage
    Conversation
    Convert
    $
    $
    Direct Mail, Magazines, Internet Ads, E-Mail
    Convert / Measure
    $
    $
    Integrated Multi-Channel Marketing
    TOOLS
    Action - Publish - Engage – Converse - Share
    Questions or Comments?
    Phone 1.800.948.0113
    Email Support@GrowSocially.com
    Questions or Comments?
    Phone 1.800.948.0113
    Email Support@GrowSocially.com
    22
    Copyright © 2010 Grow Socially, Inc. All Rights Reserved.
    Copyright © 2010 Grow Socially, Inc. All Rights Reserved.
    22
  • What Are These Sites, Anyways?
  • Top 4 Channels for PSPs
    LinkedIn: Chamber of commerce networking event
    Facebook: House party with a business effect
    Twitter: Block Party
    YouTube: Your own TV Station
  • What is Twitter?
    Share what you are doing in 140 characters or less
    A social messaging utility for staying connected in real-time
    www.Twitter.com
  • Spread the Word
  • Pros
    Cons
    Easy to use
    Great lead generation tool
    Reach a large amount of people
    Position yourself as a thought leader
    Communicate and engage in another marketing channel
    Easy to find target audience
    Great customer service tool
    Measurable
    Requires a Human Resource
    Time and effort
    Works best when you are consistent
    What will you post?
    Spam
  • Best Practices
    Actively participate & engage
    Share information! Pictures, links, videos
    Be a thought leader, be yourself, show the human side of your business
    Use tracking tools like ilnk.me, bit.ly, budurl.com
    Review efforts & measure results
  • What is Facebook?
    A free social network used by people & companies
    Companies can host pages and groups to self-promote
    www.Facebook.com
  • Get Yourself Out There
    Creating a page involves:
    Logo
    Name
    Content
  • Pros
    Cons
    Requires Human Resource
    Time and effort
    Spam (fans, games)
    Not obvious how to measure success
    If things go bad.
    Extension of Company Website
    “Human” side
    People share
    Post articles, videos, pictures, etc.
    Stay on “top of the mind”
    Event Promotion
    Discussion Boards
  • Best Practices
    Actively promote your page
    Seek out friends and fans
    Share information
    Must be active
    Variety: Pictures, links, videos
  • What is YouTube?
    Video-sharing website on which users can upload and share videos.
    www.YouTube.com
  • Set up a Gallery
  • Big Production
    VS
    Business Casual
    More approachable, more interesting, more diversified, more updates!
  • Pros
    Cons
    Risk poor reviews?
    Time spent getting videos done
    Need to promote it
    Free!
    Improves SEO
    “Personal” side
    Can create viral marketing opportunity
    Track views and links to your videos
  • Best Practices
    Customize look and feel of your channel
    Keep videos short – 1 to 3 minutes
    Keep up variety: from educational to funny
    Stay consistent with posting frequency
    Must go Casual
  • What is LinkedIn?
    A business-oriented social networking site
    Mainly used for professional networking
    Has more than 43 million registered users, spanning 170 industries
    www.LinkedIn.com
  • LinkedIn.com Dashboard
  • Profile
  • Join & Participate in Groups
  • Post a Question
  • Pros
    Cons
    Requires a human resource
    Time and effort
    Lack of knowledge
    Need to participate
    Free!
    Prospecting
    “Engagement tool
    Track views and links to your articles
  • Best Practices
    Connect with prospects and customers
    Use the question and answer section to find and provide help
    Become active in the groups!
    Content is King
    Post self-promotional items – news and events
  • Humanizing
    Improves SEO
    Keywords
    Links
    Updated Information
    Give Expertise
    Updates on CompanyActivities
    Sharing Information
    Blogs
  • Four Fundamentals of All Five tools
    Build your network
    Engage with the network you have built
    Be consistent
    Track and analyze
  • Keywords
    Improves SEO
    Narrows down what your site is about
    The more, the better
  • You
    Your Website is Homebase
  • Engage and Nurture – The Ongoing Conversation
    QR Search Social
    Codes E-mail Website RSS Flash Banner Engines Media
    Direct Mail
    Radio/TV
    Magazines
    Posters
    Flyers
    Labels
    Other
    Personalization
    Campaign
    Management
    Reporting
    Administration
    Automation
    Your Website
    SMS MMS PDA Blackberry
  • Integrating content creation, distribution, customer engagement, and measurement of your marketing efforts can increase campaign effectiveness.
  • You need Staff
    You need a plan
    How Do You Get Started?
    InHouse
    OutSource
    Do you have a marketing plan
    Create one
  • Marketing Calendar
    Announce on website
    Mail -Monthly Newsletter
    Send out flyers to clients
    Email eNewsletter (Announce)
    Tell colleagues you’re attending
    Expo Event
    8AM-6PM
    Send thank you cards
    Enter new contacts in Excel
  • Marketing Calendar
    Create Post, Link back to website
    Announce on website
    Announce on
    &
    Mail -Monthly Newsletter
    Send out flyers to clients
    Connect with Keynote Speakers on
    Email eNewsletter (Announce)
    Comment on event’s
    page
    Share event article on
    Announce booth # with
    video post
    Tell colleagues you’re attending
    Share event article on
    Expo Event
    8AM-6PM
    Join in on event’s hashtag
    Send thank you cards
    Enter new contacts in Excel
    Follow-Up with
    Post & Post Pictures
    Share speaking presentation on
    Friend new contacts on
  • Inbound and Outbound Marketing Work Together
    COMPANY WEBSITE
    Whitepapers,
    eBooks Downloads
    eNewsletter Sign-Ups
    Comments & Questions on Blog
    Info/Inquiries
    Webinar
    Sign-Ups
    Social Media
    SEO
    DM/Flyer
    E-mail
    Links
    Other
    3500
    Visitors
    CRM
    2000
    Visitors
    800
    Visitors
    100
    Visitors
  • Questions?
    Contact me at:
    • JohnF@GrowSocially.com
    • 978-674-8081
    • Twitter.com/JohnFoleyJR
    • Facebook.com/JohnFoleyJr
    • YouTube.com/GrowSocially
    • LinkedIn.com/in/JohnFoleyJr
  • Direct Impact
  • Areas of Marketing Spending Growth in the Next 12 Months According to US Marketers, July 2009 (% change)
  • Social Media Tactics Used by US Small Businesses, Dec. 2009 (% of respondents)
  • Social Networking Sites on Which US Online Retailers Maintain a Presence, April 2009 (% of total*)
  • Allocation of Online Marketing Budget According to US Marketers, Nov. 2009 (% of total)
  • Conversion Rates for Online Content Shared by Internet Users Worldwide, by Sharing Method, Q3 2009
  • US Companies Using Blogs for Marketing Purposes,
    2007-2012 (% of total)
  • US Internet Users Who Search on Brand Product Terms, by Ad Exposure, 2009 (% of total)
  • Percent of Marketing Budget Spent on Social Media According to US Marketers, August 2009 & February 2010 (% of total)
  • Social Media Marketing Tactics US Small Businesses Integrated with Their E-Mail Marketing Campaigns in 2009 (% of respondents)
  • Percent of Marketing Budget Spent on Social Media According to US Marketers, August 2009 & February 2010 (% of total)
  • Social media and E-Mail Marketing Integration Tools Used by SMB Marketers Worldwide, 2009 & 2010 (% of respondents in each group)
  • Main Reason for Implementing a Social Media Strategy According to US Marketing Professionals, April 2010 (% of respondents)
  • Successful Twitter Marketing Tactics Used by B2B and B2C Marketers Worldwide, Sept. 2009 (% of respondents)
  • Marketing Tactics on Which Business Executives Worldwide Plan to Increase Spending, Nov. 2009 (% of respondents)
  • Successful Facebook Marketing Tactics Used by B2B and B2C Marketers Worldwide, Sept. 2009 (% of respondents)
  • Level of Social Media Marketing Engagement by US B2B vs. B2C Marketers, March 2010 (% of respondents)
  • US Online Social Network Advertising Spending, by Venue, 2009 & 2010 (millions and % of total)
  • More than “What’s For Lunch”
  • Final Thoughts
    What to remember.
  • Getting started
    Start slow.
    Just do it.
    Be yourself.
  • Who is already there?
    There’s a place for you too.
    Start today.
    interlinkONE Copyright 2009
  • Quotes
    Debbiedee5People, communication, prospects, sales leads, business relationships
    AudraPinkerton Social media has connected me with great people, keep in touch when clients move and 2 RFPs!
  • Have we had success?
    Since end of 2008…..
    …. From 0 – 4000 between corporate and individual accounts for Twitter Followers
    …. 10K+ have clicked on our links, downloaded our ebook, our whitepaper, from social media sites alone!!!
    50+ prospects in pipeline directly from twitter…
  • Let Others Tell Your Story
    Word-of-mouth marketing has expanded…
    If you have a great company, product or service, people will spread that message for you.
    Deliver relevant information, and people will return the favor.
  • The Marketing Mix
    “Do not lose sight on the fact that social media is simply one part of a successful marketing mix.
    “Traditional marketing mediums must still be used to reach everyone in your audience.”
    “Target the right audience, using the right channel(s), the relevant media(s), and the right response channel(s).
  • Resources for you
    http://Search.Twitter.com (search conversations)
    http://tweepsearch.com/ (search by Title & Position)
    http://twitterrific.com/ (help managing Twitter)
    http://WordPress.com (for blogging and website)
    http://chrisbrogan.com (leading blogger on social media)
    http://eMarketer.com (for daily charts and statistics)
    http://MarketingProfs.com (for case studies and advice)
    Google it, Bing it, Yahoo it.
    “What’s #sxsw?” / “What’s a twitter feed?” / “Using facebook in business”
  • John Around The Web
    Create QR’s for free - QreateAndTrack.com
    Twitter.com/JohnFoleyJr
    Linkedin.com/in/JohnFoleyJr
    Facebook.com/GrowSocially
    YouTube.com/GrowSocially