Problem with these techniques is more & more people have ways to block these efforts out.
People can get more & more information without talking to YOU. Must rethink how you approach marketing.
Outbound marketing based on interruption and hitting people over the head with your message. Getting more difficult to do and more expensive. What can you do to get people to find YOU when they are doing their research? Permission-based and magnetic-pulls people in
Conversation has already started. They are already talking about something to do with your business and/or company. At the very least it’s necessary to be aware of it and what your customers and prospects are saying.
Didn’t grow up with this stuff
Don’t just jump in and tell everyone how fabulous you are. Add value. Unlike a cocktail party where you are limited to how many you can attend in a certain period of time, no limits with social media. And when you are having a conversation at a cocktail party maybe 4 or 5 people can listen in-with social media no limit to that number and in addition that conversation can be found in the search engines-demonstrating the power and magnitude of social media.
I like to break down the social media universe into three types or broad categories. What you will notice about this diagram is that a lot of social media overlaps. For example, Facebook would fall somewhere in the middle.
For zero dollars, you could publish a video or write an article that could be viewed by millions of people. How do you leverage these services? If you have content, publish it wherever you can. Newsletter, video, article, how-to. Monitor socialmention.com, technorati, google blog search. When you are monitoring and you find something about you that is positive, promote it. Make it easy for others to find that review. Empower your customers to publish- the more people are writing about you the better.
Way for people to share content and decide on their own what is important. Ask-Ask other members of your company. Ask the people you follow what is on or off-limits. Ask the people you interact with what works and what doesn’t. Tell-Clearly state why you are engaging in a particular platform or tool in a place that can easily be found (BIO, signature, sidebar) Answer-Give consumers a way to reach out to a real live person within your company.
Use RSS to keep in touch with what is being said about you. They benefit readers who want to subscribe to timely updates from favored websites or to aggregate feeds from many sites into one place Del.icio.us is a social bookmarking service. Save your bookmarks to the web and share them with others. Shows how many have bookmarked it and the related tags and what those people wrote about the link. Free and take a few seconds to generate. StumbleUpon allows its users to discover and rate Web pages, photos, and videos that are personalized to their tastes and interests. Digg-community submits and votes on news stories.
Social media isn’t just playing around and surfing the internet all day. It’s about producing useful and valuable content and you need some ways to measure the results of your efforts. Depends on what’s relevant for your business and your company. Track how many visitors from social media on going to your website and how many of those are converting to customers.
How to Utilize Social Media to Increase Your Business Presented by Shalimar Albanese Marketing & Events Director, Shamrock Financial Corp.
“Relationships don’t just spring up full-grown; they must be nurtured.”-Ivan Misner
Credibility Credibility is King. Always. Credibility is doing what you say you will do, every time. Follow up is the most important component of credibility. You don’t always know other people’s credibility triggers.
Profitability Profitability occurs when you actually start to make money from the process Success comes from creating a loyal fan base Looking to create a long term, self fueling success Word Of Mouth marketing is not a get rich quick scheme
Rethinking Marketing Outbound Marketing Telemarketing Trade Shows Direct Mail Email Blasts Print Ads Radio/TV Ads INTERRUPTION Inbound Marketing SEO/SEM Blogging Social Media RSS Free tools/trials Viral Videos Webinars PERMISSION
Social Media Defined Wikipedia: “Social media uses web-based technologies to transform and broadcast media monologues into social media dialogues.” “It’s media (content that is published) with a social (anyone can add to it) component.” Social Media is Inbound Marketing.
“I don’t get this social media stuff. What’s the big deal?” Facebook tops Google for weekly traffic in the U.S. Facebook added over 200 million users in less than a year. If Facebook were a country it would be the world's third largest, ahead of the U.S. and only behind China and India. Eighty percent of companies use social media for recruitment; 95 percent of these use LinkedIn. While you listen to these statistics, 100-plus hours of video will be uploaded to YouTube. If you were paid $1 for every time an article was posted on Wikipedia, you would earn $1,712 per hour. The ROI of social media is that your business will still exist in five years. **Stats courtesy of Eric Qualman, Author ClickZBlog
“How can you squander even one more day not taking advantage of the greatest shifts of our generation? How dare you settle for less when the world has made it so easy for you to be remarkable?” – Seth Godin, Seth’s blog
Social Media: The New Cocktail Party Similar to business cocktail reception but free from restraints of time and space Traditional Cocktail Party Advice
Social Media: Publish Publish what you have Monitor what others publish, promote it Promote flattering content Empower your customers to publish
Social Media: Share, Don’t Shout! Everyone can publish anything for everyone Different levels of tolerance for sales and promotion for each platform (ex. Blogs, wikis, Twitter) & then variations on the norm within those specific communities Also different rules for individuals v. business Three steps to participate without risking your reputation: Ask Tell Answer
Social Media: Share Monitor what’s being shared about you (Digg, Social Mention) Find where your audience hangs out(Del.icio,us, StumbleUpon, Digg) Promote your content and other content Promote content your audience will love
Recent Post Often. Attention is short lived. But not TOO often. Multiple posts in a row lose their power. Post when important things happen to you. Be current on current events.
Relevant The post should be important to someone besides yourself. Could be an event, business, or insight into yourself. Means of CONNECTING with other people. Keep ALL of your audiences in mind. Be consistent with your branding.
Responsive Social Marketing works best when you GIVE people the same attention you are looking to GET. Let other people know you are reading their stuff – respond to posts, pictures and comments. “Retweet” the things you like. Direct Message people to maintain communication but keep it out of the public spectrum.
Passing Referrals Online Try passing a referral as a post or a tweet. It builds credibility for you by showing your generosity. It builds credibility for them by showing what kind of clients they deal with. If it is more confidential, pass the generic referral publicly and then the details in a private message.
Friend Your Mom One of the biggest pitfalls of social marketing is saying too much. Sometimes you need to censor yourself. When you friend your mom, you will be more cautious about what you say. You should also follow your best clients and competition as well.
Round Robin Postings Mix it up – you never know who is reading what. Different posts trigger different reactions from different audiences. Sometimes it might surprise you. Quotes, events, announcements, humor, politics, recipes, fixes and reactions.
Group Managed & Automated Postings Allow multiple people access to your company based profile. Programs like TweetFunnel allow review of queued updates. Programs like TweetDeck allow access to multiple accounts simultaneously. Programs like TweetAdder can automate postings and followers.
Marry Online with Offline Marketing No longer an either/or but a combination! Online does not replace offline marketing. Instead, online marketing makes offline relationships easier to build and manage. Examples: Chamber of Commerce membership-Online marketing gives you the opportunity to have meaningful interactions at a chamber event with dozens of people you’ve connected with and built loose relationships with through social media. Client Birthday Cards- Use Facebook’s birthday feature to receive alerts a few days before they happen. Allows you to use some of the time you would have spent tracking birthdays to send more thoughtful notes to a larger group of people.
Measuring Results Blog Subscribers & Visitors Del.icio.us Bookmarks Facebook Fans & Activity Video Views on YouTube Friends on Facebook or LinkedIn connections Retweets Votes for blog Articles Posts in forums Questions answered on Yahoo Answers
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