Social media success strategies June 2010 by CEO Hillary Bressler

Social Media Success Strategies
Leveraging Technology for Business Advantage
June 2, 2010
Presented by:
Hillary Bressler
Founder, CEO
.Com Marketing
A Top 100 Interactive Agency Nationwide
www.commarketing.com
1.866.266.6584

What is Social Media?
A type of media that is based on
conversation and interaction
between
people online
and
shared
via the internet or mobile.

Shift from MeWeb to WeWeb

It’s Okay To Be Confused

China
India
Facebook
United States
Indonesia
Brazil
Pakistan
Bangladesh
If Facebook was a country it would be the
3rd largest
“Did You Know”- Karl Fisch and Scott McLeod –Socialeconomics.com- July 30, 2009

Years to Reach 50 Million Users
Radio- 38 Years
TV- 13 Years
Internet- 4 Years
iPod- 3 Years
Facebook adds 100 Million Users in 9 months

Ashton Kutcher and Ellen DeGeneres have more Twitter Followers than then
entire population
of Ireland, Norway and Panama

80%
of Companies
are Using LinkedIn as their Primary Way
to Find Employees

The Fastest Growing
Segment on Facebook is 55-65 year old Females

80%
of Twitter updates
are on
mobile devices.
Imagine what that means for bad customer experiences.

78% of consumers trust peer recommendations
Only 14% trust advertisements

Average user spends more than 55 minutes per day on Facebook

Dell made over $3 million in revenue through the Dell Outlet account on Twitter.

Social Media is about
the relationships
http://www.flickr.com/photos/sarcastickiss/2612302754/

Facebook Age

What Can Social Media be Used For?
Sales
Brand Marketing
Customer Service
Promotions/Events
Recruiting
Public Relations
Reputation Management
Market Research
Consumer Education

Using Social Media for Sales

Social Media marketing is 100% about establishing a relationship with customers,
and less about selling.
The sales will come to those that wait!

Small businesses typically get more than half of their customers through
word of mouth
and
Twitter is the digital manifestation of that.

It Helped Dell
$$$$$

Dell started tweeting in 2007 for one way communication.
The company was surprised when people responded.
Dell Outlet has booked more than $3 million in revenue
http://business.twitter.com/twitter101/case_dellstarted asking questions.

New York Times highlights San Francisco foodie as Twitter icon

Umi, a sushi restaurant in San Francisco, sometimes gets five new customers a night who learned about it on Twitter.They offer free seaweed salads to people who mention Twitter.

Twitter Exclusive Coupons
Twitter-exclusive coupons for customers to print out and redeem at store.
Twitter coupon campaigns brought
in 68.60% of total
dollar sales.

Tracking Sales
Specific codes for each coupon are entered into the point of sale cash registers at tasti locations to enable the tracking of coupon conversions and the resulting sales.

Sprinkles Cupcakes
Every day Sprinkles posts a word or phrase that a specified number of customers can use to get a free cupcake. They have 133,000 fans.

Customer Service

Frank Eliason
Comcast’s Twitter Man
“I think it's safe to call Comcast's
Frank Eliason the most famous
customer service manager
in the U.S., possibly in the world.”
Business Week Jan 2009

Negative Effects on United from Social Media
Over 8.5 million views
Stock prices dip 10% resulting in $180 million
Appeared on ABC’s The View
Time Magazine’s Top Viral Video’s of 2009
2 more videos to be produced
As of 5/29/10

Brand Marketing

Positive of Social Media
Budget of $50 to start
Over 96 million views
700% increase in sales
As of 5/29/10

Jet Blue responds to all tweets with suggestions and information in their own quirky personality in an effort to humanize their brand.

To Promote Events

Facebook Events

Linked In Events

Using Social Media for Recruiting

Linked In for Recruiting
Broadcast Job
Openings via
your Status bar

Employee/Alumni Groups
Create and Administer your Employee and Corporate Alumni Group

Using Linked In for
Business to Business

Company Profile
Improve your
Company
Profile page

Join Industry Groups
Join relevant industry groups

Answer and Ask Questions

Create Polls

LinkedIn Applications

Get Recognized on Weekly Emails

Define
Your
Social
Media
Strategy

4 New Rules for Social Media Marketing
Listening to consumers is more important than talking at them.
Companies can’t hide the corporation behind the brand anymore or even separate the two.
Social Media is about the relationships.
Social Media is not a Strategy.
Ad Age 2009

Best Practices
Don’t start a social media project just because you feel like you have to
Tell your story. Set the tone.
( fun, informational, quirky)
Set realistic expectations, it takes time to do this well

Social Media Challenges
It should not be done instead of proven fundamentals ( SEO, Well Designed Websites)
It is not “free”
It is difficult to monetize

Dealing with Bad Reviews

Dealing with complaints
Address negative comments very quickly.
Have a process in place to resolve the issue directly.
The company should respond once in public, and if the person stays negative, they switch to DM and then to email or phone if needed.
It is a chance to turn someone into an ambassador of the brand.

This customer was one out of many great reviews. Leaving bad reviews up there makes this review page much more real and authentic. This is a good example of how a company responded to show they care.

Facebook Tips To Drive Fans
http://www.facebook.com/facebook-widgets/

Crandon, Wisconsin which has a population of 1,961 people now has 1,500 fans on their Facebook page.

Simple offline marketing to drive fans by giving benefits to join.

A great tool to add to your websites or blogs to encourage people to post about it.

Widgets, Plugins, Apps
www.facebook.com/facebook-widgets
www.developers.facebook.com/plugins
www.facebook.com/apps

This is my email signature. Have every employee put an email signature that promotes your social media pages.

How To Make A Facebook Vanity URL
www.facebook.com/#!/Commarketing?ref=ts
www.facebook.com/commarketing
www.facebook.com/username

Monitoring Tools

Latest In Social Media

Twitter Advertising
New feature is called Promoted Tweets.
As of 5/29/10

Foursquare is a mobile app that allows you to check-in with your friends when you arrive at a certain location.
Foursquare

Thanks for Participating…..see you online!
HillaryBressler
CEO/Founder of .Com Marketing
Email: bressler@commarketing.com
Web: www.commarketing.com
Phone: 407.774.4604 ext 203
Personal Twitter: www.twitter.com/hillarybressler
Personal LinkedIn: www.linkedin.com/hillarybressler
Company Twitter: www.twitter.com/commarketing
CompanyFacebook:www.facebook.com/commarketing
Find My Presentation Today!
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Social media success strategies June 2010 by CEO Hillary Bressler

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