Social Media Marketing for Professional Services

Social Media for Professional Services Don’t Wait To Be “Found” Facebook: Jeffbullas.com Blog: Jeffbullas.com Twitter: @jeffbullas How To Grow and Position Your Brand as a Leader in its Field with Social Media Marketing

Introduction: The Web’s Growth

Introduction: The Web
The Numbers: What has happened since 1995?
First Website in 1990
130 Web Sites in 1993
16 Million Users in 1995
738 Million Internet users in Asia in December 2009
252 Million Internet users in North America in 2009
1.8 Billion Users in 2010
234 Million Websites in 2010
247 Billion – Average number of email messages per day
90 trillion – The number of emails sent on the Internet in 2009
30 Billion – Photos uploaded to Facebook per year 2010

Introduction: Google The Number One Site on the Web

Introduction Social Media – Video
Video: Social Media Revolution

Some Social Media Facts
Facebook has 650 plus Million Users
Facebook has grown by 100 million users in last 9 months
If Facebook were a country it would be the 3rd largest in the world
The fastest growing segment on Facebook is 55-65 year-old females
There are over 155 Million Blogs
Over 30 Billion YouTube Videos are viewed every month
In 2010 Gen Y outnumbered Baby Boomers & 96% joined a social network
The 2nd largest search engine in the world is YouTube
Twitter passed the 10 Billion Tweets mark in March 2010
Twitter received 225 Million unique visitors in February, 2011

Social Media Universe

Social Media Universe: What Technology is Driving The Growth?
Hardware Platforms
Laptops
Netbooks
Smartphones
iPad – coming
Software – Open Source and open API’s
Broadband – Faster Cheaper
Processors – Speed doubles every 12 mths
Hard Disks – Larger & Cheaper
YouTube Video: My Blackberry Is Not Working

What Drives All this Sharing?
Keep in Touch with Friends
Update your Status
Find News and Stay Updated
For Research
For Fun and Entertainment
Self Expression
Leave a Legacy
For Admiration and Affirmation
Attention Quantification
The Short Answer: “To Be Heard”

Starts with Outstanding Multi-Media Content
with a Tempting Headline
Interesting & Well Structured Writing
Captivating High Definition Images
Educational and Entertaining HD Videos

Social Media Amplifies your Content.

Social Networks Provide “World of Mouth”

Social Media provides low friction, minimal cost, high leverage “World of Mouth” & spreads your content and message fast and wide.

Think of Social Networking
as
“ Networking on Steroids”

Social Media
Your Blog as Your Home Base

Social Media
Why Blog?
To establish a home base that you own
Great for personal branding Eg.”jeffbullas.com”
Position you as a thought leader in your niche
Establishes Authority
Google likes fresh unique content
Easy to use

Social Media
Why Use Facebook?
Personal – Fun keeping in touch with friends easily and efficiently
Business – Generating fans spreading your unique content, blogs, videos
Pages and Groups
Multi-Media rich
Easy To Use
Growing at over 600,000 users per day and currently over 400 million users
YouTube Video

Social Media
Why Use Twitter?
Communicating quickly and virally
Distributing content
Connecting
Promoting Facebook, Blogs, Websites
Real time search
Note: More than 225 million Twitter Users 2011

Social Media
Why Use Linked In?
Over 100 Million professionals are members worldwide
Great for networking professionally
Finding Opportunities
Positioning you as an Expert
Integrate your other sites including company, blog and facebook
Average income of LinkedIn member: over $100,000

Social Media
Why Use YouTube?
Second Largest Search engine in the world
Easier to rank higher in organic search than Google
Important if you are connecting to “Gen Y”
Free
Easy to use

Ideas and Tips To Market a “Professional Services” Company
with
Social Media

Professional Services has Always
Done Marketing Differently!
Traditional marketing doesn’t work!
So networking, giving & receiving Introductions, building relationships and being known as the subject matter “Experts”
Does Work!

Conversations & Building Relationships
Social Media marketing is about having conversations and building relationships.
Sound Familiar!

New Tools & New Ways of Working
Social Media gives us a new set of tools to participate in these conversations

Social Media Marketing for Professional Services
Blog
Facebook
Twitter
YouTube
LinkedIn

Social Media Marketing
According to Wikipedia there are over 155 million blogs worldwide
Setting up and Optimizing Your Blog
Buy your own domain name not a sub-domain or name under Typepad or Wordpress .. buying a homebase is a lot better than renting one.
Purchase a theme such as WordPress theme that can be optimised for Search
Post content regularly (at least once a week) .. Search engines love new unique content
Promote your Blog on Twitter regularly (Google now has real time search feed into Twitter API)
Include share buttons to other social media channels on each blog post so visitors can add your blog and posts
Start building your email subscriber database
Tips
Solve problems with your posts. What do your customers worry about?
Provide “How To” articles
Write great headlines
Send out posts instead of static email newsletters that drive traffic to your site and drive comments

Social Media Marketing Thought Leader & Expert

Remember! -Your Blog as Your Home Base

Facebook has over 650 million Members
Setting up and Optimizing Facebook
Use a group or page profile for your business
Choose a vanity URL eg “ cerno”
When you post content, always include video or imagery. Facebook users are very visual.
Publish fresh content at least 2-3 times per week
Analyze and optimize using the Facebook Insights Tool
Tips:
Start building a Facebook Fan following and grow your corporate and personal tribe on Facebook.
Make it easy for people to ‘like’ your page on your blog, email and other online properties. So you “Crowd Source” sharing
Engage communicate and get feedback in real time

Over 225 Million Users in February, 2011
Setting Up and Optimizing Twitter
Include a photo
Add your Facebook or Website’s URL when setting up your account
Write a “Great Headline”
Place a “ ReTweet ” button on your blog articles to make it easy to “share”.
Include “Follow me on Twitter” buttons on your emails and blog
Leave at least 20 characters spare (make your tweet no longer than 120 charcters), so that it allows room for people to “Retweet” your “Tweet” with comments like “Great post”
Almost always include a link back to your blog, or Facebook page in your tweet (don’t waste a Tweet), this is a significant traffic driver for bloggers.
Tips:
Develop a targeted Twitter following in your industry
Listen, engage and communicate and build loyal followers
Create a live feed on the corporate brand name eg “CERNO” to see what the world is saying about you
Create a # tag that keeps you up to date with the industry in real time eg. #socialmediapolicies

3 Billion Video Views Per Day – Comscore May 2011
Setting up and Optimizing YouTube
Create your own branded YouTube Channel
Link to your Blog, Facebook fanpage or your website to make it easy for people to link back to your site
Put the category such as [Social Media Marketing] in Brackets before each Title of your video
Put “Tags” in your video tags section, make them relevant to your video title
Again promote your YouTube video on Twitter and place them on your blog in a Video or YouTube Channel section
Tips:
Interview senior people in your industry – promotes them, the law of reciprocity
Create information videos that inform clients while you sleep - saves time
Create Educational videos demonstrating expertise and thought leadership

There are now over 100 million members on LinkedIn
Setting up and Optimizing LinkedIn
Create a public profile (don’t lock it away)
Use the questions and answers feature to start conversations, create community, and
Position yourself as a Thought Leader or expert by answering questions,
In your homepage activate your Twitter link
Activate your blog feed to your homepage on LinkedIn
Integrate “Slideshare” into LinkedIn
Make sure your websites and blogs (you can enter 3) includes My Company , My Blog (jeffbullas.com) and My Facebook “Page” URLs
Tips:
Update your posts on LinkedIn after publishing.
Participate in one of the 900,000 groups that is suitable for your target audience
Create your own group that doesn’t sell but provides a forum for your industry niche

Social Media Marketing Video: Social Media ROI: Socialnomics

Case Studies Case Study One: KPI Insight

Case Studies Case Study One: KPI Insight (Professional Services)
Traditional Strategy
KPI-Insight was finding new customers through
Direct mail campaigns,
Email marketing
Referrals.
Though these initiatives weren’t necessarily ineffective, the company actively sought a way to expand its lead generation. “We just wanted to increase the number of leads,” Chantal said.
Digital and Social Media Strategy
Created Landing Pages
Implemented a Blog
Results:
High Visitor-to-Lead Conversions
Reached a 27% Conversion Rate on 30 Landing Pages
Increased Organic Traffic by over 50% in 6 Months
Increased Number of Leads by 60%

Case Studies Landing Page- Example

Case Studies Case Study Two: Pharmacy Development Services

Case Studies Case Study: PDS
Pharmacy Development Services
Traditional methods of marketing simply weren’t working. The company's online presence was less than effective and its website was difficult to navigate, resulting in a poor user experience that made it a challenge for site visitors to learn more about the company and its service offerings.
Digital and Social Media Strategy
Implemented a Blog
Measured the traffic and where it was coming from
Results
Increased monthly organic traffic by more than 550%
Grown the blog from 0 to nearly 300 RSS and email subscribers
Generated an average of 3x more monthly leads

Key Takeaways
Be a Thought Leader
Think like a Publisher
Create and Promote Content
Networking on Steroids
Create Valuable Online Assets

http://paper.li	3476
https://twitter.com	474
http://www.scoop.it	220
http://tweets.jeffbullas.com	93
http://us-w1.rockmelt.com	86
http://www.twylah.com	59
url_unknown	50
https://si0.twimg.com	46
https://twimg0-a.akamaihd.net	42
http://a0.twimg.com	22
http://a0.twimg.com	22
http://www.conseilsmarketing.com	16
http://www.ehulool.com	12
http://twitter.com	9
http://www.linkedin.com	6
http://tweets.horsealicious.com	3
http://kred.com	2
http://bottlenose.com	2
http://tweetedtimes.com	2
https://www.rebelmouse.com	1
https://web.tweetdeck.com	1
http://getpocket.com	1
http://captain-america-qa.traackr.com	1
http://www.mytweetmag.com	1
http://www.slideshare.net	1
http://webcache.googleusercontent.com	1

Social Media Marketing for Professional Services

by Jeff Bullas

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Social Media Marketing for Professional Services Presentation Transcript