The Business Case For Social MediaPresentation Transcript
The Business Case for Social Media
Michael Reynolds, SpinWeb
Getting the Word Out
• I have a great product/service
• How do I tell people about it?
• How do I reach qualified customers?
Interruption marketing is Trust-based / Referral
losing relevance Marketing is winning
Is paper really scalable anymore?
Is it effective? Is it a crutch?
Social Media breathes new life into traditional marketing
TRUST DRIVES
TRANSACTIONS
Tru st a sa
Strate gy
“We’re entering an era of radical change for
marketers. Faith in advertising and the
institutions that pay for it is waning, while faith in
individuals is on the rise. Peers trust peers”
- Chris Anderson, The Long Tail
Line between business and personal is blurring - everyone is
interested in people
’s SOCIAL MEDIA
Establish Center of Influence
• Company web site (or blog)
• Should be professionally-
designed, attractive, and active
• Should be an information
resource about your company
• Should be ready to collect leads/
sales
How to interact with the network?
• Ask Questions
• Answer Questions
• Add value to the community
by sharing interesting content
Why should
you do it?
• It can generate leads,
referrals and eventually
money
• It’s permission marketing
(It's all about 'Yes')
• It’s another outlet for
your content
• It’s Fun :-)
SOCIAL MEDIA IS
NOT MAGIC
(YOU NEED A SYSTEM)
Which social media?
Blogging is a great platform for building authority
Blogging helps drive organic search engine traffic
Blogging gives you something to distribute
“website design” (242,000,000 results)
BLOG USING
LONG TAIL KEYWORDS
“credit union website
design” (6,270,000 results)
CHOOSE KEYWORDS USING GOOGLE’S KEYWORD TOOL
https://adwords.google.com/select/KeywordToolExternal
Your blog needs HURLs
Human-readable URL = A page address that
is structured with relevant keywords
describing the content*
*(this means more for Google to gobble up)
ENCOURAGE
SOCIAL
COMMENTING
Blog about your customers
Blog about your industry
Blog about conversations
Blog about current trends
Blog to educate
Consider a ghost blogger
• Over 30 million professionals use LinkedIn to
exchange information, ideas and opportunities
• Find referral partners
• Find employees
• Find a job
• Replacing the resume
LinkedIn Helps You Make Professional Connections
Also a great place to
find referrals...
UTILIZE KEYWORDS IN YOUR
PROFILES
• More than 120 million active users
• Facebook is the 4th most-trafficked website
in the world
• Facebook is the most-trafficked social media site
in the world
Distribute your
blogs
via Facebook and
encourage
conversation
Facebook Groups
Great for common-interest groups
Useful for non-profits, volunteer organizations
Create groups for your customers and potential customers to
share information
Facebook Fan Pages
• Great for businesses
• Allows installation of applications, blogs postings, etc.
• Indexed by search engines
• Business ideas: post events, workshops, press releases,
blog entries, design galleries, product videos, etc.
• Twitter asks one question, "What are you doing?"
or “What has your attention?” Answers must be
under 140 characters in length and can be sent
via mobile texting, instant message, or the web.
• Twitter can be used to update your Facebook
status, your blog, and various other sources
simultaneously.
1 Good Tweet = 10,000 impressions
You now have a virtual PR and marketing team that works for free
Things that are likely to get re-tweeted
• Topical articles
• “How to” articles
• Informative blog posts
• Interesting press releases
• “Top 10” articles
• Local events
• Opinion blogs
• Content related to popular
trends
Use Twitter Search for research/prospecting
Use Twitter Search for research/prospecting
Yikes! People are asking for referrals?
Yikes! People are asking for referrals?
TweetBeep automates your alerts
COMMON MISTAKES WITH SOCIAL MEDIA
Hiding behind logos*
Hard selling*
One-way conversations*
Lack of content platform*
Becoming a zombie*
SHOW THE REAL YOU
MISTAKE:
HARD SELLING
(EDUCATE FIRST)
Business Etiquette
• Avoid blatant self-promotion
• Post useful, interesting
information (articles, blog
posts, news, events, etc.)
• Promote others to build
connections
• Make introductions to refer
business to others (givers gain)
• Remember to be professional,
yet interesting and personal
ADD SOCIAL MEDIA TO YOUR MARKETING SYSTEM
Automatic website
announcements
DON’T FORGET THE CALL TO ACTION
(TURN TRAFFIC INTO MONEY)
DONT BE
A SOCIAL MEDIA
ZOMBIE
The Business Case for Social Media
Michael Reynolds, SpinWeb
capillay
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