Tip: Visit www.desertrose.net/resourcebox for more information on this presentation.
Benefits What are the benefits of social networking? • Add a human element (you) to your service or product • Engage with customers directly • Get traffic to your website • Create buzz about your brands’ product or service • Create inbound link opportunities • Create brand loyalty and trust • Economical Marketing Tactic Tip: Don’t just create a social media page, be an active user!
• Increase Sales • Create Brand Awareness • Promote a Product or Service • Generate Leads Create a Plan Define the goals & message • Customer Service • Attract Employees • Gain Customer Feedback • Share Expertise Tip: Use your social media page to your advantage.
Define the Target Audience Tip: Customize your page to your target audiences’ needs. • Who are you targeting? • What do they want to hear? • How frequent?
Tip: Leave them wanting more… • Highlight a product or service • Provide general information on your company • Share Information - Links to articles, blogs, etc. that relate to your company, product or service • Expertise - Share what you know • A place to share feedback Define the Message(s)
Tip: Following these rules will give your page credibility. • Be nice • Don’t auto message • Use moderation • Don’t direct sell • Be responsive • Share Rules of Social Networking…
• Should there be an oversight committee? • Should employees disclose or hide their affiliation? • Can employees participate in social media during company time? • Are employees allowed to disclose personal company information? • Do you want your employees to use their personal sites? Establish Best Practices & Corporate Guidelines Questions to Ask Yourself Tip: Most importantly, if you question it, don’t do it.
Designate an employee(s) • This person is in charge of maintaining & updating all company social networking sites and has full control over what is posted & answered. • Have staff contribute information to your designated employee. Who Manages the Account? Tip: Create a schedule to stay on track.
The Plan Tip: Decide on a social media strategy first.
The Plan Tip: Extend your strategy to multiple social media sites.
The Plan Tip: Feed information from one site throughout all your networks.
Daily: Update status Daily: Review connections’ statuses & comment on at least one Twice a Week: Engage in conversations Weekly: Ask a question to a group Weekly: Send one referral, ask for one referral How Much Time Do I Spend On Social Networking? Tip: Staying active will help increase your connections.
Daily: Re-tweet at least one good idea Daily: Respond to at least one different person Daily: Look for relevant conversations Twice a Week: Review new followers & follow active Tweeters How Much Time Do I Spend On Social Networking? Tip: Link shorteners will help condense longer tweets.
Daily: Update status Daily: Review friends’ status & comment on at least one Weekly: Become a fan of something, answer a survey How Much Time do I Spend On Social Networking? Tip: Group/fan pages are perfect for your business.
Monthly: Review your videos Monthly: Review your competitors’ videos When Available: Add video to your blog How Much Time do I Spend On Social Networking? Tip: Group/fan pages are perfect for your business.
Daily: Respond to comments Daily: Write 1-5 comments on other people’s blogs Monthly: Write at least 2 blog entries Tip: Keep your blog entries short and to the point. How Much Time Do I Spend On Social Networking?
Tactics (I’m on LinkedIn, now what?) Tip: Visit www.linkedin.com to get started.
Business oriented social networking site used primarily for professional networking. LinkedIn has over 43 million members.
What is LinkedIn for you?
Manage information that is publicly available about you
Find and be Found: Get introduced to potential Clients, Partners, Vendors and Prospects
Tactics (Your Profile - Put Your Best Face Forward) Tip: Using a professional photo will give you more credibility. VS.
Tactics (Your Profile) Tip: A completed profile will help market you and your company. Add a Headline That Will Draw Attention Add a Geographic Area You Serve Build Your Connections Create a Vanity URL
Tactics (Your Profile - Summary) Tip: The more specialties you list, the better chance you have of being found. Be Creative & Interesting • This is your elevator speech • Sprinkle your summary with search terms Add Specialties • People search for this
Tactics (Your Profile - Applications) Tip: Use applications to boost brand awareness.
Tactics (Your Profile - Groups) Tip: Joining groups increases your connections. Join Groups • Local Networking • Industry Related • Your Customers are In • Your Competitors • You Add/Receive Value
Search People Borrow Ideas • Peter Newfield • Deb Dib • Barbara Safani • Guy Kawasaki Tactics Great Profiles Tip: When updating your profile, search competitors in your industry.
• Monitor, update and regularly improve your online reputation • Accept any invitations that make sense • When collecting business cards at networking events, invite them to connect with you on LinkedIn • Pre-connect before attending events • Use InMail vs. eMail Tactics What’s Next? Tip: The more involved you become, the more visibility you’ll gain.
Tactics What’s Next? Tip: Keep your profile current to accurately promote yourself. • Add your LinkedIn public profile URL to your email signature • Drop into Q&A or Groups and see if you can volunteer answers • Select 3 people in your network and write them a recommendation with detailed characteristics and specific achievements • Add any relevant slide decks to the SlideShare application or add books to the Amazon bookshelf
How do we use LinkedIn? • Grow our contact list • Position ourselves as experts in the marketing field • Engage in discussions in both our own and our affiliation's discussions • Ask questions to gain industry insight/feedback • Utilize LinkedIn as a communication tool Success (I’m on LinkedIn, now what?) Tip: Push people to your LinkedIn profile. Case Study: Desert Rose Design
Communicate and stay connected through the exchange of quick, frequent answers to one very simple question:
What are you doing? Answers (known as tweets) must be under 140 characters
in length and can be sent via instant message, mobile
texting or the web.
Tip: Posting daily tweets will keep your followers engaged.
Tactics (I’m on Twitter, now what?) Tip: Know why you are using Twitter. What to tweet? How do I bring value to others? • Instead of answering the question, ask a question. • Tweet about what others are doing, charitable acts, etc. • When promoting a blog or link, explain what it offers instead of just listing a URL. • When you do talk about yourself, make it useful by giving advice, share valuable information or offer incentives. • Share the human side of your company.
Tactics (I’m on Twitter, now what?) Tip: Create a special only for your Twitter followers Health/Wellness Companies • Daily/weekly/monthly specials • Coupons • Beauty/health tips • New products/services
Tactics (I’m on Twitter, now what?) Tip: Visit http://twitter.com/NaturalHealthEd
Tactics (I’m on Twitter, now what?) Tip: Keep people up to date on what you can provide. Financial Companies • Current rates • Financial tips • Services/plans (Roth IRAs, CDs, bonds, etc.) • News (i.e., tax credits)
Tactics (I’m on Twitter, now what?) Tip: Visit http://twitter.com/timothysykes
Tactics (I’m on Twitter, now what?) Tip: Provide your followers with information they can use. Insurance Companies • Insurance tips • Insurance products available • Links to get a quote • Medical equipment sources
Tactics (I’m on Twitter, now what?) Tip: Include links to direct followers to more information.
Tactics (I’m on Twitter, now what?) Tip: Tweet on a regular basis to keep customers engaged. Restaurant/Retail Companies • Daily specials • Current sales • Coupons/promo codes • Celebrity visits • Events
Tactics (I’m on Twitter, now what?) Tip: Visit www.twitter.com/N9NESteakhouse
Tactics (I’m on Twitter, now what?) Tip: Twitter expands your customer base.
Maggiano’s held a Twitter contest to increase its social media following by offering gift certificates as prizes for a few lucky winners.
How has Twitter helped their business?
Increased followers by thousands - Promote specials & events
“ Small businesses typically get more than half of their customers through word of mouth, and Twitter is the digital manifestation of that.” – Greg Sterling Case Study: Maggiano’s
Tactics (I’m on Twitter, now what?) Tip: Use Twitter measurement tools when applicable.
Tactics (I’m on Twitter, now what?) Tip: Using link shorteners will maximize your tweets. Helpful Tools • Twittermeter (twittermeter.com) • Bit.ly (bit.ly.com) • Twit pic (twitpic.com) • Future tweets (futurewwts.com) • Twitter Grader (twitter.grader.com) Grader
Twitter for Business (I’m on Twitter, now what?) Tip: Visit www.twitter.com/DRDmarketing • List Services • Promote Events • Promote Clients
Tactics (I’m on Facebook, now what?) Tip: Visit www.facebook.com to get started. Originally created for Harvard college students. Now one of the fastest growing Internet sites for both social and business contacts. Reaches over 200,000,000 people. Connects: • Friends • Family • Coworkers • Classmates • Neighbors • Existing Customers • Potential Customers
Top 10 Business Benefits • Visibility & Branding • Viral Marketing • Drive Traffic to Your Website • Manage Your Reputation • Reach Target Audience • Generate Leads • Promotions & Incentives • Customer Retention • Case Studies • Gain Feedback Tip: Review feedback to see what areas need improvement.
Tactics (I’m on Facebook, now what?) Financial Companies • Grow Your Network • Promote Services • Events/Seminars • Solicit Testimonials Tip: Search other companies in your industry to see how they’re using Facebook.
Tactics (I’m on Facebook, now what?) Tip: Use all the features of Facebook to build awareness.
Tactics (I’m on Facebook, now what?) Insurance Companies • Events • Promotions • Current News • Solicit Testimonials Tip: Tying in your services with current news gives credibility to your company.
Tactics (I’m on Facebook, now what?) Tip: Allowing customers to post comments on your wall provides testimonials.
Tactics (I’m on Facebook, now what?) Restaurant/Retail Companies • Events • Provide Specials/Incentives • Current News • Solicit Stories/Testimonials Tip: Post pictures from events on Facebook.
Tactics (I’m on Facebook, now what?) Tip: Post a question.
Tactics (I’m on Facebook, now what?) Health/Wellness Companies • Promote services • Promote upcoming events • Tips on a healthy lifestyle • Solicit testimonials • Promote new technology • Promote incentives/offers Tip: Engage the community to take an action.
Tactics (I’m on Facebook, now what?) Tip: Post openings to fill your schedule.
Tactics (I’m on Facebook, now what?) Case Study: Dustin Meyer Photography
How does Dustin Meyer Photography use Facebook?
• Sends gift cards on birthdays
• Displays portraits / photos taken
• Posts wedding & engagement video montages
• Posts fees for services to qualify leads
Results • 100% of his senior portrait clientele is from Facebook
• No need for direct mailers or search ads for business
Tip: Facebook may reduce your expenditure on other advertising.
Tactics (I’m on Facebook, now what?) Tip: Post pictures/information your viewers are interested in.
Tactics (I’m on Facebook, now what?) Tip: Use Google Analytics to help measure. Measure • What & How To Measure
• Activity • Event attendance
• Wall posts/discussions
• Redistribution of your content
• Traffic • click-through rates • Join group/become a fan
Tactics (I’m on Facebook, now what?) Tip: Use Google Analytics to help measure. Helpful Tools • Google Analytics • Facebook Grader
Tactics (I’m on YouTube, now what?) Benefits • Provide tours of your facility • Provide online demonstrations • Post commercials • Highlight events • “ How To” videos Tip: Visit www.youtube.com to get started.
Tactics (I’m on YouTube, now what?) Helpful Tools TubeMogul/ VidMetrix - Track views /comments/ratings on each individual video Google - Tag your video with relevant keywords, it will help boost your ranking with search engines. Link Posts - Broadcast your video through all your social networking sites. Tip: YouTube has special offers for non-profit organizations.
Tactics (I’m on YouTube, now what?) How does Mayhem use YouTube? • Broadcast the fights • Each fight is showcased as its own individual clip • Provides video blog posts from fighters/employees • Embed the videos on their website through YouTube How has You Tube and social media helped their business? • Increased ticket sales • Provides previews to customers of what to expect Case Study: Mayhem Promotions Tip: Visit www.mayhempromotions.com
Tactics (I have a blog, now what?) Benefits • Get your name out there and market yourself as an expert in your field • Develop a loyal following of people who religiously read your blog Tip: Visit www.blogger.com to get started.
Tactics (I have a blog, now what?) Helpful Tips Central Hub - Use it as your central depository and then feed it through your other social networking sites. AideRSS - Enter a feed URL for statistics about the frequency of your blog postings within other social networking sites. Tip: Use RSS feeds to help redistribute your content.
Tactics (I have a blog, now what?) How do professional women use a blog? • Share expertise in certain fields • Share feedback on certain products • Provide links or book titles for readers to find more information on topics • Answer questions Case Study: Professional Women Bloggers Tip: Push your blog content through your other social media sites.