Jess Sloss from FarmDigital.comSocial Media and Sales with Jess Slossjsloss@gmail.comhttp://www.twitter.com/thattallguyWorkshop Notes1. If youʼre one of those people who likes to be prepared, I start off by asking the following questions.• Who are you, what do you do and how comfortable are you with social media?• What is Social Media?2. Common Barriers to the adoption of social media in individuals and businesses.• fear - not knowing, not wanting to make a mistake• losing control of brand or message. Can this really happen? Is it already happening?• Takes too much time - yes, but you can work it into your day.• Do you have any concerns over using social media?3. Customers are Armed• the internet and information - think of how the car buying process has changed.• a voice to share negative feelings - online communities that have been upset. think Dell.4. Customers are Connected• group buying and local deals• local search discovery - 80% of consumers look for a service provider online.• groupon.com valued at $1.2 b
Jess Sloss from FarmDigital.com5. People have more control and are more open to connecting with people and brands.• if you can provide value, prospects are willing to listen.• Use Opt in techniques only• A list is a valuable tool, and should be viewed as a long term asset that you can grow.6. The Opportunity• Build an Audience that sings along.• Reach out, be proactive. Show leadership in one area or another• your prospects are sharing valuable information on who they are, what they like and how they operate.• Twitter, blogs, and newsletters provide regular touch points, keeping your thought leadership top of mind• Think Positive Networking. What can I do for other people?. How can I help?7. Time to Listen• realtime search engines as noted below, identify online mentions based on keyword searches.• if I was a wine guy, I would be searching all sorts of wine related keywords to ﬁnd like minded people.• Google Alerts - track brand name, products, competition, prospects, questions. etc.
Jess Sloss from FarmDigital.com• Hootsuite.com is a great tool for managing the process of updating your social networks and monitoring the web.• search.twitter.com8. Letʼs Talk about Trust.• What is Trust?• Are there business or people that you trust online? Ofﬂine?• How has the web grown trust in recent years?• How can we grow trust?9. Building Trust• Actively participate in online discussions, is a positive and constructive way.• create something, be that writing a blog, sharing photos or videos etc• respond to followers direct replies but also general questions• Think of things that you could create to help better educate your target market• help.10. Education vs. Selling• Whatʼs the difference?11. The process• Listen• Deﬁne your target customer• identify which platforms you should use. Use your research to guide you.• Listen, share and engage on those platforms.• Look for where your customers hurt. What are they complaining about, or looking for. They may even be saying it out loud. “ I need a new car *ML”
Jess Sloss from FarmDigital.com• Demonstrate thought leadership, through creating, sharing and active engagement.12. Prospecting• Identify potential customers.• Linkedin advanced search is great for ﬁnding people. Then follow them on twitter• Web marketing often emphasizes an inbound approach to marketing. Offering quality information or some other incentive, a company is able to collect contact information and begin the sales process.13. What tools should I use?• blog - itʼs your home base, something that can allow you to add new content ( something google loves ) , and a place where you an start to build your audience.• Syndication - while rss use has dropped its still worth while, syndication can include twitter and facebook accounts. Another great place to syndicate to is Guy Kawasakiʼs AllTop.com• Capture your audience. Use an email newsletter or a twitter account to give people a way to follow you. Even better, offer them something of value in exchange for their attention.14. About Blogging• itʼs your home base online. Something that you own, people visit and you grow.• Platform Selection - Wordpress vs Posterous vs Tumblr• Seo Beneﬁts
Jess Sloss from FarmDigital.com16. About Facebook• Facebook - Harder to grow a following. • Use of FB Ads see. http://www.facebook.com/advertising/ • Great ability to focus messages by demographics, and more. • Use it to test out marketing material, messaging and positioning. • Personal networks still dominate early page adoption. • successful pages - facebook.com/threadless17. About Twitter• build a network 140 characters at a time. • This network is used by professionals and passionate lovers of all sorts of things. They are more likely to have a blog and share your content.18. Linked in• Professional network• Great community of groups and question ask and answerers.• Post your professional resume online.• Integrate twitter• Recommend a friend
Jess Sloss from FarmDigital.com19. Other tools of note• Quora.com - A question and answer site where people can follow certain topics. Itʼs like Q&A meets twitter.• Stumble Upon - huge trafﬁc generation opportunities.• Reddit - just entertaining.• Google Trends - whatʼs hot, whatʼs not.• Digg.com - ﬁnd and share content• Google External Keyword Tool - for keyword research.20. Extend Your Network• Be a good member of the community, be positive, share other peoples stuff and respond to relevant questions• Leverage other peopleʼs network (guest post, speak, use ﬂattery)• Find Inﬂuencers and follow them.21. How do we measure our activity?• Measurement should ultimately focus on the amount of proﬁt created by a certain activity. The challenge with social media is that it touches on so many parts of the sales cycle that measuring direct results isnt always straight forward.• Measure general business indicators for change.• Track your engagement levels, through # of RTʼs, @replies, Clicks on links etc.• Measure Authority - how many back links do you have, who is mentioning you (are they inﬂuential? )• It will take time.
Jess Sloss from FarmDigital.comThank you for your time today. If you liked what you heard, please connect with meon twitter @thattallguy and visit my soon to be re-launched blogwww.socialsquared.com to join in.For Social Media Training and Development Services visit FarmDigital.com