Social Media Tools For Growing Your Business


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A presentation about the need for new marketing strategies using social media tools.

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Social Media Tools For Growing Your Business

  1. 1. Social Media<br />The New Strategy for Growing Your Business<br />Presented by<br />Tom Hackelman<br />Marketing Maven<br />
  2. 2. The market is against you<br />The convergence of technology<br />Social media tools<br />How do I start?<br />Leveraging social media with customers<br /> Case study: The Girl Scouts of America<br />Q & A<br />During Our Time Together…<br />
  3. 3. Over 28-years of business-to-business sales and management experience<br />Over a decade of experience using a wide variety of social media tools to grow business and capture market share<br />Like you, I am an entrepreneur, consumer, member and donor – B2B, B2C, A2M, NP2D<br />Tom Hackelman<br />
  4. 4. The Market is Against You<br />The Top Five Trends Turning the Marketing World Upside Down<br />
  5. 5. “While too many advertisers are still focused on the business of shouting one message over and over, today the most important communication is not the marketing monologue, but the dialogue that takes place among customers.”<br />--Jonah Bloom – Editor, Advertising Age<br />Trend #1: Consumers are Skeptical<br />
  6. 6. Before attending the latest highly hyped movie, consumers now check Twitter to see what the buzz is. Why waste good money on a bad movie?<br />Is it really that good?<br />Is it worth $50 in tickets and concessions?<br />What comments are in my Twitter circle or in Twitter topics about “XYZ Movie?<br />Consumers are Skeptical<br />“Did Twitter Bury Bruno?”<br /><br />From Advertising Age: Forget Ebert: How Twitter Makes or Breaks Movie Marketing Today<br /><br />
  7. 7. Traditional marketing interrupts us<br />Deceptive advertising methods<br />Over-anticipation of the consumer<br />Inability of companies to connect at a human level<br />Why are Consumers Skeptical?<br />
  8. 8. Trend #2: Fragmented Media and Audience<br />1960s: Few Interrupters<br />Now: A Wide Range of Interruptions<br />Media of the 1960s<br />4,400 radio stations<br />8,500 magazine titles<br />5.7 television channels<br />Media Today<br />14,000 radio stations<br />Over 17,000 magazine titles<br />An average of 82.4 television channels per household<br />
  9. 9. Yesterday: Advertisers and marketers were the center of the marketing universe<br />Today: The consumers are talking to each other about our…<br />Companies<br />Products<br />Services<br />Industries<br />Competitors<br />…whether we are present or not!<br />Trend #3: The Consumer Controls the Marketing Message<br />
  10. 10. Trend #4: Business must Improve Its Aim<br />Yesterday’s Tactic:<br />The shotgun – scattershot approach<br />The Best Tactic for Today:<br />Laser-focused approach<br />
  11. 11. “Businesses are being forced to improve targeting, increase relevance and minimize waste.”<br />--Paul Chaney, Author of The Digital Handshake<br />Trend #4: Business must Improve Its Aim<br />
  12. 12. …and they aren’t going to take it anymore!<br />Consider the consumer’s feeling towards…<br />Enron<br />Worldcom<br />Goldman Sachs<br />Wall Street<br />Trend #5: Customers are Mad as Hell <br />
  13. 13. “Dell lies. Dell sucks.<br />I just got a new Dell laptop and paid a fortune for the four-year, in-home service.<br />The machine is a lemon and the service is a lie.<br />I’m having all kinds of trouble…they say if they sent someone to my home – which I paid for – he wouldn’t have the parts, so I might as well just send [it] in and lose it for 7-10 days…<br />DELL SUCKS. DELL LIES. Put that in your Google and smoke it, Dell.”<br />--Jeff Jarvis, Media Blogger; posted on his Buzzmachine blog in June 2005<br />Trend #5: Customers are Mad as Hell <br />
  14. 14. The world of marketing is changing…<br />How will you and your clients meet this change?<br />
  15. 15.<br />The Convergence of Technology<br />
  16. 16. Social Media Tools<br />What Tools will Help You?<br />
  17. 17. Where do you stack up in a Google search?<br />Google Searchability<br />
  18. 18. What are others saying about you?<br />Google Alerts<br />
  19. 19. eNewsletters<br />
  20. 20. Blogging<br />
  21. 21. Twitter<br />
  22. 22. Facebook<br />
  23. 23. LinkedIn<br />
  24. 24. Pitch Engine<br />
  25. 25. YouTube<br />
  26. 26. How do I start?<br />Swimming through the maze of Social Media options<br />
  27. 27. The success of social media implementation is tied closely to your employees<br />What tools do they use?<br />How often?<br />Do you encourage it?<br />Would they “Friend” you or “Like” you if you had a presence on one of the sites?<br />Their participation and connection to your tools will spread among their friends and business acquaintances<br />Start with Your Employees<br />
  28. 28. Are they involved in social media? Where?<br />Look at their website for the Facebook, Twitter and YouTube logos<br />Connect with your customers<br />Talk to Your Customers<br />
  29. 29. CMO = Chief Marketing Officer<br />It must be someone who already engages in this medium<br />It must be someone you trust<br />The CMO becomes your company’s number one cheerleader<br />Depending on what you implement, managing social media tools can be done in just one hour a day<br />Create a CMO in Your Company<br />
  30. 30. A Great Tool to Manage Social Media<br />
  31. 31. Using social media effectively is just like attending business networking events (i.e., Business After Hours, chamber events, etc.)<br />You must be present AND active for it to work effectively<br />What you get out of the experience will depend on what you give away<br />Free ideas<br />Tips<br />Advice<br />Recommendations<br />Don’t stand in the corner and nurse your drink; you must work the room!<br />Engage in the Conversation<br />
  32. 32. Offer free, but substantive ideas<br />Be provocative<br />Take a stand<br />Offer to recommend your clients and your partners – great tool of LinkedIn<br />Blend two tools in one -- post a video on a Facebook post or Tweet about a new YouTube video you just uploaded with the link to it<br />Announce your site addresses on: Invoices, website, emails, newsletters, business cards – everything you use to share information should link back to your social media sites<br />Tips for Creating Buzz on Social Media Sites<br />
  33. 33. Leveraging Social Media with Clients<br />How to provide added value to your marketing ideas<br />
  34. 34. Support the Sash Direct Marketing Campaign<br />To engage alumni and to begin to develop a network of donors for future campaigns<br />To gather donations from those women who were ready to donate and to build a database of new alumni<br />Case Study: The Girl Scouts of America<br />
  35. 35. Support the Sash Post Cards<br />
  36. 36. Campaign took advantage of the following:<br />Variable data direct mail<br />Email – initial and follow up<br />Web – Personalized landing pages<br />Social Media – Facebook cause page, YouTube video<br />Telesales follow up<br />Support the Sash Campaign<br />
  37. 37. 8.2% response rate<br />Respondents visited their PURL page multiple times to refer friends, make a donation, connect to Facebook, etc.<br />Percentage of people per age segment who visited PURL:<br />20-39: 54%<br />40-49: 21%<br />50-59: 14%<br />60+: 9%<br />Results from the Campaign<br />
  38. 38. 31% of respondents (47 people) made a donation<br />Increased average donation from $50 to $250<br />Grew Facebook cause page to 141 members; 68 of these were not previously in the database<br />Collected 87 referrals from “refer a friend” function<br />Results continued<br />
  39. 39. Build a relationship before asking for money.<br />Use print to drive social media interaction.<br />Relevance drives response.<br />Visit my website to download this case study:<br /><br />Best Practices<br />
  40. 40. Questions & Answers<br />
  41. 41. Best Motivational Movie Collection Ever<br /><br />
  42. 42. Tom Hackelman<br />Marketing Maven<br />Phone: 336-745-0986<br />Email:<br />Web:<br />Thank you!<br />