Using Social Mediato E ectively Grow Your Business June 7, 2011 By Paul Mycroft Design
What is “Social Media for Business”? media: “tools used to store and deliver information or data.” Wikipedia social media: “Interactive online marketing tools and channels which can be used by businesses to position their products and services within easy reach of their existing and potential customers.” Paul Mycroft
Questionnaire resultsTaken from 17 questionnaire results at LDBA membership meeting1. How does your business earn money? 5%3% Referrals 9% 29% Other: repeat, print, contracts etc. Storefront walkins Repeat custom 25% Local events eCommerce 29%
Questionnaire results2. How do you generate new customers? Word of mouth 4%4% Print advertising! 7% 24% Website 7% Local business network Social media 8% Banner ads 19% Email marketing 13% Pay-per-click 15% Other
Questionnaire results3. What is the first tool you use to find a local service? 4%4% Google 7% Yellow Pages 11% Website bookmark 48% Other Non-Google search engine Social media 26%
Questionnaire results4. What is the first tool you use to find a regional service? 5% 5% 11% Google Yellow Pages Social media Non-Google search engine 79%
Questionnaire results5. Do you have a website? 18% Yes No 82%
Questionnaire results6. Is it listed in Google Places? 38% Yes No 62%
Questionnaire results7. Do you use a non-branded email? (e.g. email@example.com) 45% Yes No 55%
Questionnaire results8. Do you host a blog on your website? 23% No Yes 77%
Questionnaire results9. Do you use social media? 5% 5% Facebook Blog 14% LinkedIn 42% Twitter YoUTube 14% Other 19%
Questionnaire results10. Do you allocate a marketing budget to grow your business? 13% Yes No 87%
Spreading the wordHow news about my upcoming June 22 seminar is being spread1. Paul Mycroft Design website.2. Facebook Business Fan page announcement.3. Facebook Business Fan event.4. Facebook Personal.5. Friends shared it on Facebook.6. Twitter (using the automatic Facebook feed).7. LDBA article and combined RSS email.8. Direct email invitations.9. Word of mouth a week ago, generated a buzz.10. LDBA membership meeting.11. Chamber of Commerce email blast.12. Word of mouth.
Google v Facebook v Yahoo!A new leader is emergingsource: www.siteanalytics.compete.com
What is the point?The low down on this whole conundrum1. Connect to your customers in their online environment.2. Listen to them.3. Start the online conversation.4. Deal with customer concerns in real-time.5. Promote information about you and your business.6. Dont just talk about yourself, give useful advice, news or tips.7. Drive tra c to your website from more sources.8. Gives you a chance to improve your website.9. Generate a following, enhance customer loyalty.10. Increase your online exposure.11. Saturate the search engine results pages.12. Have fun.
Facebook1. More than 500 million active users (12.09: 300 million)2. The fastest growing demographic is 35 years and older.3. Since social plugins launched in April 2010, an average of 10,000 new websites integrate with Facebook every day.4. More than 10 million users become fans of Pages each day.5. About 70% of Facebook users are outside the United States.6. There are more than 250 million active users currently accessing Facebook through their mobile devices.7. facebook.com/google (12.09: 397,051 fans / 06.11: 3,135,104 fans)8. More than 70 translations available on the site.9. “People that use Facebook on their mobile devices are twice as active on Facebook than non-mobile users.”source: www.facebook.com/press/info.php?statistics
Facebook1. Personal Proﬁles2. Groups - Useful for discussion-type organizations.3. Business Fan Pages - Unlike groups, Fan pages are visible to unregistered people and are thus indexed by the search engines. - The business “speaks”, not the person. - Give someone else in your business the ability to update. - Use Facebook Insights to see your Fans’ demographics. - Get a vanity address (e.g. facebook.com/BusinessName). - Use 100s of free applications to enhance your Page. - Use Marketplace to sell your products.source: www.facebook.com/advertising/?pages
15-minute workoutBusiness Fan Page1. Using a web page link (if applicable), update your status, work tip, interesting web reference, project update, special o er, recent or upcoming event.2. Review Discussions and start new topic.3. Review your Fans to see if some important ones are missing.4. Check Insights statistics.5. Add upcoming event (if applicable).6. Add photos (if applicable).7. Review news feeds and comment if applicable.8. Acknowledge birthdays.9. Review featured applications.10. Share your update in your Personal proﬁle with your friends.
LinkedIn1. LinkedIn has over 101 million members in over 200 countries and territories around the world.2. 59% are male, 41% female.3. 48% of members are located in North America.4. The most active group is 35-54.5. Largest sector is High Tech (16%) then Finance (13%).6. Largest job function is Sales (12%) then Administrative (10%).7. A new member joins LinkedIn approximately every second, and about half of their members are outside the United States.8. Used by 69/100 Fortune 100 companies.source: press.linkedin.com
LinkedIn1. Build an exceptional proﬁle that will create interest. Join lots of groups in your area and profession.2. Use their Address Book tool to see who in your address books are already on LinkedIn.3. Link with as many people and companies as possible who complement your services or are of interest.4. Introduce and recommend friends and colleagues.5. Create meeting opportunities (breakfast, lunch, etc).6. Build a network for a speciﬁc purpose (ﬁnding a job, looking for contractor). Use LinkedIn to connect with people you meet at meetings, do research on new clients or contractors.7. Add a link to your proﬁle in email signatures, website and Facebook.
YouTube1. Focus on something fun or informative, something that people will want to share with friends.2. Clearly demonstrate the product youre marketing.3. Keep it under 10 minutes.4. Make sure the video is real; no tricks, no "smoke and mirrors".5. Encourage viewer participation and support.6. Take advantage of YouTube “keyword” tags.7. Post on your business website using the “embed” code.8. User base is broad in age range, 18-55, evenly divided between males and females, and spanning all geographies.9. 51% percent of users go to YouTube weekly or more often.10. 52 percent of 18-34 year-olds share videos often with friends and colleagues.
Twitter1. Create a branded proﬁle business page; don’t use the default one.2. Build up “followers”: customers, friends, colleagues.3. “Follow” people or companies for news, o ers, advice, tips.4. Post messages of 140 characters or less plus a web page address.5. “Re-Tweet” interesting or useful posts.6. Be worth following. Don’t just talk about yourself.7. Why 140 characters? SMS (i.e., texting on your phone) limits each message to 160 characters. Twitter takes that limit and reserves 20 characters for your username, leaving you 140 characters to use.8. Share information with people interested in your company.9. Gather real-time market intelligence and feedback.10. Build relationships with customers and partners.source: www.macworld.com/article/140254/2009/05/twitterdos.html
Blogging1. Put the blog on your domain name, dont use blogger.com.2. Write at regular intervals about what your customers want.3. If you write about someone else, let them know in an email so they can either link to your website or write something about you.4. Use your web tra c stats to tell you what keywords are being used to ﬁnd your site then use them in your next post.5. Blogs will increase the number of pages in the search engines indices, Google especially LOVES WordPress.6. WordPress is a free download that can be installed on your web server to become part of your domain name (e.g. www.website.com/blog/). The advantage is that any pages linked to are given credit by Google. Therefore, your domain name also beneﬁts from that credit and rises in Google’s results.
paulmycroft.com statsA peek under the hood1. Last 3 months, 14% of visitors viewed the blog section.2. 68% of tra c comes from the search engines, 7% from social media.3. Time on site: 1 minute regular vs 1:12 social media visitors.4. Bounce rate: 71% regular vs 47% social media.5. 127 Facebook friends of Paul Mycroft (12.09: 112).6. 60 Facebook fans of “Paul Mycroft Design” (12.09: 34).7. 113 Twitter followers of “Paul Mycroft Design” (12.09: 80).8. 146 LinkedIn contacts of Paul Mycroft (12.09: 83).9. “professional web design”: #2 out of 261,000,000 results in Google.10. “email newsletter designer”: #1 out of 48,000,000 results in Google.
Page 1 on GoogleSearch results for “paul mycroft design”
Page 1 Details...1. Google proﬁle with link to both websites.2. paulmycroft.com website.3. paulmycroft.com memberships page on website.4. Ladysmith Downtown proﬁle.5. Upcoming paulmycroftdesign.com website.6. Search Engine product proﬁle.7. LinkedIn proﬁle (Canadian proﬁle also at 34).8. Ladysmith Chamber proﬁle.9. Recent interview transcript.10. Canpages proﬁle.
Tracking & Tips1. Include your social media links in your automatic email signature.2. Stop using a non-branded email address (e.g. firstname.lastname@example.org).3. Start using your domain name-branded email address (e.g. email@example.com).4. Get listed and location in Google Places (free Google account required).5. Website tracking: Google Analytics.6. Facebook Insights.7. Website Grader: www.websitegrader.com8. Facebook Grader: facebook.grader.com9. Twitter Grader: twittergrader.com10. YouTube view stats.
Resources 1.0Useful website links and entry points:• www.hubspot.com - Internet marketing tips and software.• www.hubspot.tv/marketingupdate/ (and iTunes) - Watch free 20-minute marketing videos.• www.facebook.com - People.• www.facebook.com/groups - Groups.• www.facebook.com/pages - Business.• www.linkedin.com - Professional business networking tool.• www.youtube.com - Video marketing.• twitter.com/signup - Share quick information with customers.• www.compete.com - Compare websites’ performance.• Others... yelp, gigapark, hotfrog, stumbleupon, del.icio.us,
Resources 2.0Let’s get together• www.paulmycroft.com• www.facebook.com/PaulMycroft• www.facebook.com/PaulMycroftDesign• www.linkedin.com/in/paulmycroft• twitter.com/PaulMycroft• www.google.com/proﬁles/pmycroft• www.paulmycroft.com/newsletter/ - Sign up to receive our email news.• Paul Mycroft in Google Local• Email us at firstname.lastname@example.org• Call us on (250) 245-8777.• Stop by the new o ce at 622 1st Avenue, #202, Ladysmith.• Talk to us on the street or at the next business meeting.