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Traction Group Social Marketing

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Overview of social marketing by Traction Group LLC Owner & Chief Strategist, Sally Witzky. First presented at River City Express Network, Willow Oaks Country Club, Richmond VA. Twitter, Facebook and ...

Overview of social marketing by Traction Group LLC Owner & Chief Strategist, Sally Witzky. First presented at River City Express Network, Willow Oaks Country Club, Richmond VA. Twitter, Facebook and LinkedIn covered.

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Traction Group Social Marketing Traction Group Social Marketing Presentation Transcript

  • Finally. Practical advice on building your brand on
    Twitter, LinkedIn and Facebookand why you should.
    Sally Witzky
    All slides © 2009 Traction Group LLC. All rights reserved.
  • First…relax. Really.
    For copy of presentation, go to slideshare.net
    In search box, search for “Traction Group”
    My presentations will show up
    Give me a day or two to load this particular one, ok?
  • Why you should embrace social marketing.
    Social marketing doesn’t make sense for all, but most
    Applications for both personal and business brands
    For business owner – large or small, employee and job seeker
    Even more critical for job seeker
    Persuasion starts with awareness but word-of-mouth referral is best ad
  • Random stats…
    54% of Fortune 100 companies are choosing Twitter as social network platform of choice
    Of top global brands, media and technology companies ENGAGE in social media much more than lagging financial services segment
  • Engagement = financial performance
    Source: The World’s Most Valuable Brands: Who’s most engaged? Wetpaint & Altimeter. http://engagementdb.com July 2009
    Revenue Growth
    (last 12 mos.)
    Gross Margin Growth
    (last 12 mos.)
    Net Margin Growth
    (last 12 mos.)
    Mavens
    Mavens
    Mavens
    Butterflies
    Butterflies
    Selectives
    Selectives
    Butterflies
    Selectives
    Wallflowers
    Wallflowers
    Wallflowers
  • Why RU here?
    Why did you come today?
    To learn?
    To network?
    To converse?
    To socialize?
    Other?
  • Social networking…
    Works the same way
    Provides opportunity to learn, network, converse, socialize online
    In essence, build relationships and stay in touch when you can’t be there in person all the time (leverage)
    But has deeper applications
  • Twitter(growing the fastest of all sn’s)
    What’s this thing called
  • Twitter basics.
    Micro-blog @ 140 characters
    A real-time, short messaging service
    Works over multiple networks / devices
    Around the world, people follow the sources most relevant to them and access information via Twitter as it happens—from breaking world news to updates from businesses and friends
  • Very similar to…
    LinkedIn:
    “What are you working on now?”
    Facebook:
    “What’s on your mind?”
    Only that’s all it is…nothing more.
  • Organic Blueprints page.
  • Tweets as traffic drivers.
    Measure tweets w/links
    Shorten the link; use ow.ly of Hootsuite
    Test!
    Copy approach
    Times of day
    Measure tweet click-throughs and website traffic sources w/analytics
  • Sweet tweets.
  • Tweet stats.
  • Twitter 101 terms.
    Handle, i.e. @sallywitzky
    Tweet (140-character message)
    Retweet (tweeting others’ message)
    @reply (reply, not private)
    Direct Message or DM (private)
    Bio (important – target audience)
    URL (to send ppl for more info)
    Hashtag (#RVA, #SMCRVA)
  • Twitter 101 managers.
    Tweetdeck (most popular)
    Hootsuite (multi-accounts, tracking)
    CoTweet (esp. for larger companies)
    Seesmic Desktop (fun)
    PeopleBrowsr (more advanced)
    Twitterberry (Blackberry)
    Tweetie & TwitterFon (iPhone)
    Digsby (IM, eMail + social networks)
  • What do I tweet?
    Not your meals or where you are unless tres cool
    What relevant content is on your blog or on your website?
    Challenge yourself to engagewith others vs. always talk about you
    Find a style that works for you
  • What’s the use?
    Many reasons to tweet…
    To learn, fast
    To converse, quickly
    (kind of like working a room only at warp speed)
    To help others by promoting them
    To build awareness, consideration
    To drive traffic to blog, site, articles
    To show appreciation; thank publically
    To ENGAGE with target audience
    To provide customer service
  • Twitter access…
    From your computer or phone
    Best to utilize a Tweet manager vs. Twitter.com
    Automate small % of your updates w/ SocialOomph & Ping.fm
    Update Twitter, Facebook and LinkedIn status all at same time
  • I even tweet to blog… 
  • Art of ENGAGEMENT.
    There is both an art and science to conversation:
    Listening (requires patience)
    Learning (keeps ‘ole ego in check)
    Sharing (what value do I bring?)
    Promoting (how can I help others)
    Twitter only one small puzzle piece
  • Twitter is where to get…
    Your news, local and global
    To know ppl better in shorter time
    To connect B4 U know people
    Creates deeper conversations when you both meet; no intros needed
    Strange at first; much appreciated tho
    Creates ability to know and connect with people you wouldn’t otherwise
  • Twitter is voracious…
    For learning…
    I learn more from Twitter from more people than I could meet in a lifetime
    For connecting with lots of ppl fast
    Social interaction
    For ENGAGING w/ a fewppl fast
    And often deeper
  • Tweeting barefoot…
    Carrie Wilkerson
    @barefoot_exec or http://twitter.com/barefoot_exec
    67,000 followers (her peeps)
    She’s tweeted over 25,000 times
    She knows many of them personally
    Very loyal brand following who buy
  • Twitter…
    Doesn’t replace in-person connections; makes them richer
    Keeps your name in the minds of others; and their names in yours
    Get to know each other over time…that’s the basis of any advertising/marketing campaign
  • A great ad campaign…
    Advertising campaigns
    measured w/ reach, frequency and GRPs
    include direct mail, email, banner ads
    Keys to success are…
    Relevancy, consistency and emotional tie…
    whether to make one laugh or cry
    creates memorability and desire for product or service
  • Twitter works same way.
    Reach
    Are you reaching your target audience and advocates?
    How many followers do you have?
    Frequency
    How often do you tweet?
    Relevancy
    What is your content?
    RU providing value?
    Consistency
    Can y0u be counted on to always provide good content?
  • But the difference is…
    There’s no media cost
    (that doesn’t mean it is free)
    There’s the ability to converse
    One person or more at a time, quickly
    Critical piece remains: search engine optimization – an important aspect even B4 Twitter
  • Twitter not holy only.
    Use as part of marketing strategy
    With other online efforts
    Social networks (Facebook, LinkedIn..)
    Paid media (Google AdWords…)
    Google / Bing directories, profiles
    Blogs (you can have multiple)
    Websites, particularly e-commerce
    Pay attention to keywords!
  • LinkedIn(most upscale demos of all sn’s)
    What’s this thing called
  • LinkedIn can be…
    A provider of SEO value
    Static or active; you decide.
    Active = frequent updates
    Change your status (include links); comment on others’ status updates
    Add books to your Amazon read list or a presentation to your SlideShare account
    Ask or answer question
  • Are you using LinkedIn?
    Add connections or introduce others
    Join and be active in groups
    Use LinkedIn profile to begin to create your multi-media VisualCV resume / online profile at http://visualcv.com/yourname
  • Facebook(the largest and mother of all sn’s)
    What’s this thing called
  • Facebook’sstaggering stats.
    General Growth
    More than 250 million active users
    More than 120 million users log on to Facebook at least once each day
    More than two-thirds of Facebook users are outside of college
    The fastest growing demographic is those 35 years old and older
    User engagement
    Average user has 120 friends on the site
    More than 5 billion minutes are spent on Facebook each day (worldwide)
    More than 30 million users update their statuses at least once each day
    More than 8 million users become fans of Pages each day
  • Facebook’sstaggering stats.
    Applications
    More than 1 billion photos uploaded to the site each month
    More than 10 million videos uploaded each month
    More than 1 billion pieces of content (web links, news stories, blog posts, notes, photos, etc.) shared each week
    More than 2.5 million events created each month
    More than 45 million active user groups exist on the site
    User engagement
    Average user has 120 friends on the site
    More than 5 billion minutes are spent on Facebook each day (worldwide)
    More than 30 million users update their statuses at least once each day
    More than 8 million users become fans of Pages each day
  • Facebook’sstaggering stats.
    International Growth
    More than 50 translations available on the site, with more than 40 in development
    About 70% of Facebook users are outside the United States
    Platform
    More than one million developers and entrepreneurs from more than 180 countries
    Every month, more than 70% of Facebook users engage with Platform applications
    More than 350,000 active applications currently on Facebook Platform
    More than 200 applications have more than one million monthly active users
    More than 15,000 websites, devices and applications have implemented Facebook Connect since its general availability in December 2008
  • Facebook’sstaggering stats.
    There are more than 30 million active users currently accessing Facebook through their mobile devices.
    People that use Facebook on their mobile devices are almost 50% more active on Facebook than non-mobile users.
    There are more than 150 mobile operators in 50 countries working to deploy and promote Facebook mobile products
    Mobile
  • Using Facebook…
    Keep your personal profile private
    Use Fan page for business
    Integrate blog posts, Twitter updates into your FB stream
    Draw people back to content on your blog or website
    Promote others w/ relevancy
  • Integrated marketing example:
    Home Instead Senior Care of Richmond Virginia
    Just launched!
  • Home Instead Senior Careof Richmond, Virginia
    Two Twitter Background Pages
    Torsten Steinfatt @HomeInsteadRVA
    Teresa Steinfatt @TeresaSteinfatt
    Two LinkedIn accounts
    Facebook Fan Page
    Local Blog
    Local Website
  • Two Twitter accounts.
  • Local blog.
  • Facebook Fan page
  • Websites
  • Plus ancillary services…
    FriendFeed
    StumbleUpon
    Digg
    Tumbler
    Delicious
    NetworkedBlogs
    Hootsuite
    Google Analytics
    Twellow
    PeoplePond
    Technorati
    TwitPic
    YouTube
    BlogCatalog
    Ping.fm
    SlideShare
    And more…(x 2)
  • Home Instead tweets…
    Relevant articles / Point of view
    RTs (retweets) others
    Events / activities
    Community partnerships
    Focused on RVA / local
    Goal: build local brand awareness & consideration to generate opportunities and targeted leads
  • Parting thoughts.
    Focus on building your online brand with a strategic approach, then decide on which social networks are right for you
    You wouldn’t launch an ad or PR campaign without at least some semblance of a plan!
  • Parting thoughts.
    Social networking and social media is simply social marketing, as opposed to traditional advertising, PR and direct response marketing
    The core elements of traditional don’t go away; simply shift
  • Parting thoughts.
    A business still requires an acquisition, retention and cross-sell strategy that includes event and product promotion
    The way in which a business overlays the marketing tactics to meet goals won’t change;
    What tactics or tools one uses will; higher engagement tools and staff.
  • Questions?
    Thank you.
    What’s on your mind?
  • Where to find me?
    Google Sally Witzky
    Twitter.com/sallywitzky
    Twitter.com/tractiongroup
    PeoplePond.com/sallywitzky
    Find me on peoplepond and find me everywhere
    sally@tractiongroup.com
    804.402.0804
    TractionGroup.com