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Copy of presentation at Snow Show in Denver January 29, 2010

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Fb And Twitter Web 2 Document Transcript

  • 1. Facebook & Twitter : Web 2.0 Isn’t Just For Kids Anymore Learn How To Build Your Brand And Drive Profits For Your Business Snow Show January 29, 2010 Creative Business Consulting Group www.cbc-group.net There are Bigger Things to Fear Than Social Media! Creative Business Consulting Group www.cbc-group.net 1
  • 2. CBCG Is Here To Help Lynn Switanowski, Founder and President , Creative Business Consulting Group • 25 Year Retail Industry Veteran • Former Senior Executive at Liz Claiborne, Reebok and Aramark • Areas of Expertise include: Sales & Marketing: Strategy, Planning and Implementation Social Media Strategy Development and Implementation Open To Buy and Inventory Planning Program Development and Implementation www.cbc-group.net lynn@cbc-group.net @RetailHelper 617.437.9191 Creative Business Consulting Group www.cbc-group.net Seminar Objectives • Enable Your Business Transformation To Permission Based Inbound Marketing • Understand Why Facebook And Twitter Can Be Productive Tools For Your Business • Learn How To Create A Facebook Fan Page And Twitter Profile To Enhance Connectivity With Existing Customers And Facilitate Increased Awareness Of Your Brand Creative Business Consulting Group www.cbc-group.net 2
  • 3. Today’s Consumers Increasingly Using Filters To Opt Out Of Traditional Marketing Methods Creative Business Consulting Group www.cbc-group.net Consumers Started Talking To Each Other To Obtain Information On Products And Services Result: Increased Emphasis On Customers Now Finding You ..Not You Finding Them Creative Business Consulting Group www.cbc-group.net 3
  • 4. Winning Retailers Have Shifted Focus To Engage Consumers Through Permission Not Interruption Outbound Marketing Inbound Marketing • Telemarketing • SEO • Trade Shows • Blogging • Direct mail • Social Media • Email Blasts • RSS • Print Ads • Viral Videos • TV & Radio Ads • Free Tools & Trials Interruption Permission Creative Business Consulting Group www.cbc-group.net To Meet Changing Consumer Needs, Retailers Must Embrace A New Way Of Marketing Yesterday’s Marketing: 4 P’s Delivering the right product at the right price in the right place. Using effective promotion to drive awareness, trial and purchase Today’s Marketing: 4 C’s Adding significant amounts of relevant, education-based, and user-generated content filtered, aggregated, and delivered in a context that makes it useful for people to make connections with people, products, and brands they can build A community around Creative Business Consulting Group www.cbc-group.net 4
  • 5. “But, I’m 28 38 48 58 ; I Just Don’t Understand This Social Media Stuff! “ Think Apres Ski - With A Purpose! Using Social Media Is Like Going To A Cocktail Party, But Without The Constraints Of Time And Space Cocktail Party Advice • Meet People And Start Conversations • Listen And Answer Questions – Help Others • Ask Questions – Trust Other’s Advice Social Media = Cocktail Party • Become A Real Member Of The Community • Add Value To The Community – Ask And Answer Questions • More Effective Than A Cocktail Party Unlimited Time And Space Easier For Others To Listen In On Conversation Creative Business Consulting Group www.cbc-group.net Who Uses Social Networking Websites? Demographics of Social Networks Vary Greatly; Choose Wisely • 350 Million Current People • More Twitter users are • Highest Average Income - on Facebook employed part-time (16%) $89,000 • 35+ Users fastest growing • Average income of • Join Network For Business • Facebook users are older $58,000 Or Work Purposes, Business and better off (30.6) • Users interested in news, Development, And • More likely to be married restaurants, sports, Recruiting. (40%), white (80%) and politics, personal finance, • Like News, Employment retired (6%) and religion Information, Sports, And • Second-highest average • Into pop culture with Politics. income ($61,000) music, movies, TV and • More Likely To Be Into The • Average of 138 reading ranking higher Gym, Spas, Yoga, Golf And connections than average Tennis • Extremely loyal: 75% say • Users are not that loyal to • Users Own More Electronic FB is favorite site the network: 43% said Gadgets they could live without • More Likely To Be Male – Twitter 57% vs. 43% Source: Microsoft Creative Business Consulting Group www.cbc-group.net 5
  • 6. Retailer Paradigm Shift Required; Get Out Of Your Comfort Zone Print Ad Activities Social Media Activities • Develop Copy • Develop Network • Search For Image • Create or Locate Content • Proof Design • Publish or Share Content • Call Ad Departments • Listen and Participate In Dialogue • Receive and Pay Invoice • Measure Results • Measure Results Creative Business Consulting Group www.cbc-group.net Facebook What is Facebook? • Facebook is a social networking service that lets you connect with friends, co-workers, and others who share similar interests or who have common backgrounds • Many use it as a way to stay in touch after finishing school, or as a way to share their life publicly • What makes Facebook different from other social networks are its extensive privacy controls, its development platform, and its large and quickly growing user base • Facebook has been called the "thinking person's" social network. • Compared to many other social networks, Facebook gets new features and improvements on a regular basis Facebook Is A Social Utility Tool That Connects You With The People Around You Source: Cnet.com Creative Business Consulting Group www.cbc-group.net 6
  • 7. Facebook How Can Facebook Help My Business? 1. Peer Interaction. Meet Potential customers For Your Business. 2. Contacts And Competition. With over 350 million users, not only are your friends on Facebook, so are your prospects, your customers, your JV partners and, of course, your competitors. 3. Open Doors. Facebook members are open to connecting. You can easily begin a dialog with highly successful—even famous—people who were previously otherwise unreachable 4. Build Relationships. By engaging in conversations with your prospects and customers, you can better adapt your marketing and business services to meet their needs 5. Raise Visibility. By consistently showing up, posting relevant information, and being a thought leader, you can increase visibility and credibility as an expert in your area Creative Business Consulting Group www.cbc-group.net Facebook How Can Facebook Help My Business? 6. Develop your personal brand. The lines between business and personal have become blurred. You can reveal as much or as little about yourself as you wish, allowing you to personalize your brand 7. Target your niche. Users volunteer vast amounts of information about themselves that you can readily access. These kinds of demographics, psychographics, and techno graphics would previously have cost fortunes to access. Author, John Battelle, calls Facebook a “database of intentions” 8. Get rapid top Google placement. Create a Page for your business and ‘‘push” information to your “fans.” Pages (for business) and Profiles (for personal) are indexed for optimal search engine positioning 9. Place targeted ads. With Facebook Social Ads, you can test out extremely targeted advertising for minimal cost 10. FREE. FREE. FREE. Aside from paid ads, Facebook is totally free to use and with regular activity you’ll end up with more traffic, more subscribers, and more paying clients Creative Business Consulting Group www.cbc-group.net 7
  • 8. Facebook Where To Start: Become A Fan Of Other Company Pages For Research And Review • Search for a fan page. For example, do a search on "apple" and click on "Pages" when you get the search results. Click on "Apple Inc." to view the Apple fan page • Examine how the page is structured • Repeat for businesses of your choice to see if they have a fan page on Facebook. • Some popular or notable fan pages are Apple, The New Yorker, Marmite, Blue Olive Photography, Beaver Falls Coffee & Tea Company, and Absolut Vodka • Facebook's gallery of pages exemplifies best practices for their business category Creative Business Consulting Group www.cbc-group.net Facebook Next Step: Create A Business Page - You Must First Have a Personal Page http://www.facebook.com/pages/create.php Creative Business Consulting Group www.cbc-group.net 8
  • 9. Facebook Build Your Business Page And Bring It To Life With Content – Make It Human! Source: Facebook.com, Hubspot.com Creative Business Consulting Group www.cbc-group.net Facebook Create An Engaging Page Through The Use Of Visuals And Interactive Elements • Event Calendar • Videos • Surveys • Discussion Boards • Photos • Blog Articles • Relevant Links Source: Facebook.com, Hubspot.com Creative Business Consulting Group www.cbc-group.net 9
  • 10. Facebook Once Developed, Publish Your Business Page Source: Facebook.com, Hubspot.com Creative Business Consulting Group www.cbc-group.net Facebook To Leverage The Viral Nature of Facebook - Use News Feed • News Feed shows updates of you and your friends activities • Your updates show on your profile wall • First thing you see when you log in • Allows users to engage with you and shares each activity with their entire network of friends – now that’s viral! Source: Facebook.com, Hubspot.com Creative Business Consulting Group www.cbc-group.net 10
  • 11. Facebook Utilize Your Network To Spread The Word And Drive Traffic To Your Facebook Page • Email your opt-in mailing list to gather followers • Include a link to your Facebook page on all your email signatures • Post In Store Signs Directing Customers To Your Fan Page • Blog about your Facebook page • Include your Facebook page address on your business cards • Include a link to your Facebook page on all your email blast campaigns • Post a link or badge to your Facebook page on your website and/or blog Facebook Provides Guidelines On Promoting Your Page Outside Of Facebook. They Also Provide A Facebook Page Badge Graphic That You Can Download For Use On Your Own Site That Says "Find Us On Facebook.” Source: Facebook.com, Hubspot.com Creative Business Consulting Group www.cbc-group.net Facebook Tip: Optimize Your Facebook Page For Search Facebook Search • Ranking based on the number of fans of your page Public Search • Set Your Public Search Listing in your privacy settings • Permission allows people to find and see the public search listing you’ve established Source: Facebook.com, Hubspot.com Creative Business Consulting Group www.cbc-group.net 11
  • 12. Facebook How To Get The Most Out Of Facebook – It Takes More Than Opening An Account • Participate in Facebook daily – Post information your Fans will find interesting • Utilize SM aggregators to save time – Friend Feed.com • Upload Facebook Application to your cell phone. Use Mobile Posts to save time and post from wherever you are – trade shows, events Creative Business Consulting Group www.cbc-group.net Twitter What Is Twitter? • Twitter is a learning tool, a sharing platform, and a networking system. • Twitter is a useful communication tool that allows you to interact with people around the world in three different ways: Send a short message to a bunch of people publicly Send a short message to a specific person publicly Send a short message to a specific person privately • Twitter is also referred to as a "micro‐blogging" service, meaning you can post short updates limited to 140 characters or less. Why? Originally, the limitation was created to make Twitter compatible with mobile phones and text messaging. Now, it’s a useful characteristic that allows users to receive rapid-fire, concise information from many, many people! The Power Of Immediate Interaction With Like-Minded Individuals Is Life-altering When Used And Developed Correctly Source: Twiiter.com, Hubspot.com, Chris Brogan Creative Business Consulting Group www.cbc-group.net 12
  • 13. Twitter How Can Twitter Help My Business? In Short, Twitter Is A Relationship Building And Relationship Maintenance Tool; The Most Obvious Business Use Of Twitter Is To Meet Potential Customers And Leads The Same Way You Would At Networking Event Or Tradeshow. However, You Can Also Use It To: 1. Develop And Promote Your Brand 2. Interact With Your Customer Base 3. Track What People Are Saying About Your Company And Brand 4. Create Buzz Around Upcoming Events 5. Help Individual Employees Act As Liaisons To The Public 6. Promote Other Content You’ve Created, Including Webinars, Blog Posts Or Podcasts 7. Develop Direct Relationships With Bloggers And Journalists For Potential PR Placement Like Any Relationship - To Be Effective, You Must First Develop Trust Source: Twiiter.com, Hubspot.com Creative Business Consulting Group www.cbc-group.net Twitter As A Business Owner, You Should Be Looking At Twitter Simply As More Than A Networking Tool • Twitter can help direct people’s • Twitter helps with business attention to good things development, if your prospects are online • Twitter works swell as an opinion poll. • Twitter can augment customer service. • Twitter breaks news faster than other (but not replace it!) sources, often (especially if the news • Twitter can be used for promotion, such impacts online denizens). as for a live coupon feed, sale-of-the- day, etc. • Twitter brings great minds together, and gives you daily opportunities to Word of Caution: You should only be learn (if you look for it, and/or if you using Twitter for promotional activity if follow the right folks). you already have a customer base you can direct to it (NEVER use your feed • Twitter gives your critics a forum, but to simply have a running promotion that means you can study them. of all your products and services) Creative Business Consulting Group www.cbc-group.net 13
  • 14. Twitter Twitter Cons: (Other People’s Not Mine) •Twitter takes up time. •Twitter takes you away from other productive work •Without a strategy, it’s just typing. •There are other ways to do this. •Twitter is buggy and not enterprise-ready. •Twitter is just for techno-nerds. •Twitter’s only a few million people. •Twitter doesn’t replace direct email marketing. •Twitter opens the company up to more criticism and griping Creative Business Consulting Group www.cbc-group.net Twitter Twitter – Getting Started To get your own account, go to http://twitter.com and click the “Join the conversation!” button. Clicking this button will bring you to a page where you will select your username and password. Source: Twiiter.com, Hubspot.com Creative Business Consulting Group www.cbc-group.net 14
  • 15. Twitter Twitter – Selecting Your Username Choose Username Carefully. Think of your twitter handle as your personal brand name. That’s how important it is. Can be your brand name or combination of your name and your brand name Choose additional twitter names for your brand. Different users can speak with a different voice for the brand Source: Twiiter.com, Hubspot.com Creative Business Consulting Group www.cbc-group.net Twitter Twitter – Creating Your Profile Personalizing Your Account Is Critical to Your Success Your profile is where you can reference your company, your blog, talk about your interests and list your location. Note: Personalize your account profile before you begin interacting and following people. Click the Settings Button at the top right corner of your screen and fill in the data. Add a picture to avoid looking like a spammer. Source: Twiiter.com, Hubspot.com Creative Business Consulting Group www.cbc-group.net 15
  • 16. Twitter Start Tweeting Even before finding people to follow, we recommend tweeting a few things that will give people an idea of the type of content you will be tweeting So What Can You Tweet About? 1. An observation: Tweet about what you’re doing, thinking or feeling 2. What you’re reading: Post a link to an interesting blog post or news article 3. What you’re watching: Post a link to a cool video from Hulu or YouTube 4. What events you’re going to: Share a link to the next event you plan to attend 5. Promote your content: Post a link to your most recent company or personal blog article 6. Promote someone else’s content: Post a link to someone else’s blog article as a helpful resource 7. Chat with someone: Send messages using an @ sign before their username 8. Retweet what someone else has said: Retweet (using RT or Retweet in the beginning of the message) to repeat what someone else has said Remember That Your Most Valuable Asset Is The Information You Provide Source:: Hubspot.com Creative Business Consulting Group www.cbc-group.net Twitter How To Get The Most Out Of Twitter – It Takes More Than Opening An Account • Participate in Twitter daily – tweet, retweet or share • Utilize tweet scheduling tools with socialoomph.com • Share content - link article posts and blog posts to and from twitter with tinyurl.com • Use search tools to maximize experience -search.twitter.com – to follow and engage in dialogue about topics key to your business • Use Time Saving Tools to improve efficiency Creative Business Consulting Group www.cbc-group.net 16
  • 17. Twitter Twitter Rules To Live By • Start out by answering the question, “What has your attention?” • When promoting a blog post, ask a question or explain what’s coming next (Don’t just attach a link) • Tweet about other people’s stuff. Sharing is Caring in Twitter world • Ask questions. Twitter is GREAT for getting opinions • When you DO talk about your stuff, make it useful. Give advice, blog posts, pictures, etc. • Share the human side of your company. Share pictures and other human (animal) things about your company • Don’t toot your own horn too much Creative Business Consulting Group www.cbc-group.net Conclusion Successfully Social Media Engagement Can Be Broken Down Into Four Inter-Connected Activities Monitor web for Communications conversations on with relationships key topics and communities Listening Networking Publishing Sharing Create and post Promote and foster content for public innovative ideas consumption and concepts Creative Business Consulting Group www.cbc-group.net 17
  • 18. Conclusion Key Concepts To Be Mindful Of When You Get Started • Develop A Strategy – Align The Path You Will Set Out On With The Objectives Of The Journey – How Will This Activity Help Me Achieve My Business Goal? • Keep It Simple – Have A Simple System And Automate Everything You Can – Minimize The Time Spent, Do Not Jeopardize The Results • Abolish The Fear Of Transparency – Effective Social Media Participation Requires A Paradigm Shift –Embrace The Fact That You No Longer Control The Conversation And What People Say About Your Business • Be Flexible - Refresh Objectives And Strategies On A Regular Basis, Make Sure You’re Still On Target And Remain Flexible “Marketers Who Embrace Social Media Will Outdistance Competition, Build Community Following, And Boost Loyalty” - Forrester Research Creative Business Consulting Group www.cbc-group.net Case Study Kogi Korean BBQ; A Taco Truck Brought To You By Twitter @kogibbq on Twitter • Nov. 20 soft opening in LA - 53,800 followers as of January 29 • Roving vehicle has emerged as a social- networking juggernaut, drawing 300 to 800 people each time it parks (often several times in an evening) • Spawned a burgeoning cyber-hippie movement affectionately referred to as "Kogi Kulture.“ • Constant Twitter feed connects truck- followers and updates them about whether Kogi is going to be late to its next stop • Sales have increased 3,000% Creative Business Consulting Group www.cbc-group.net 18
  • 19. Case Study Eat’n Park Restaurant Chain; Dynamic Strategy Change, Rapid Communication @smileycookie on Twitter • Based at the Pittsburgh waterfront development, tweets as @smileycookie and has a Facebook fan page, blog and e-mail list - all of which were created to find "different ways to communicate and relate with our guests“ • After it was clear the Penguins would play a game 7 in the Stanley Cup Final, Eat'n Park quickly moved to offer a 20 % discount on takeout for game day knowing customers would want to be at home in front of the TV • Online tools also allow the chain to make short-term changes in strategy • In response to the coupons offered on Facebook, Twitter and by e-mail, takeout sales shot up 60 % that day Creative Business Consulting Group www.cbc-group.net Receive More Tips on Social Media from CBCG Creative Business Consulting Group ______Yes, I’d like to receive a FREE copy of Twitter Tips and 41 Tips for Growing Your Social Media Presence. Add my name to your email list so I can receive monthly information on how to use Social Media for my business. Name: _______________________________________________________ Email Address: ________________________________________________ lynn@cbc-group.net 617.437.9191 www.cbc-group.net Creative Business Consulting Group www.cbc-group.net 19