The Business Case For Social Media

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.

300 Followers 500 Followers 100 Followers 1000 Followers 400 Followers 4000 Followers 200 Followers 500 Followers 3000 Followers

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

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

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The Business Case For Social Media

by Michael Reynolds on Jul 11, 2009

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