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No Bullshit Social Media Marketing — SMC Evansville
 

No Bullshit Social Media Marketing — SMC Evansville

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  • May think "This is great!" May be skeptical. May think, that's nice, but it's not for MY business. A lot of people wonder: How does playing on the Tweeter sell my product? How are a bunch of kids on FaceSpace going to help me? I don't want people to know what I'm doing. Our customers aren't on social media. People will say bad things about us.
  • When you add the word “Marketing” to “Social Media” ... now you’re talking business. Book tells how to "do social media" — five mindset shifts to make to be successful, kick-starter ideas to make those shifts, even some tactics and strategies. Most importantly, we tell stories. Stories of people who are using social media marketing for business, using it strategically To give you an idea of how you can use social media marketing, let us tell you some stories ...
  • Sara George lives in Pikeville, KY. Last year for Christmas, she told Jason she wanted a remote car starter. He sent her the money to buy it so she could find an auto aftermarket shop close to home. One morning on Facebook, she sees a post in her stream from
  • Greg Tackett owns an auto body & after market shop. Greg & Sara are "Facebook friends." “ Stay warm and get your remote starter today at Greg’s Custom Audio, Video and Car Stereo!” Sara made appt, spent $350 to install hers. Co-worker saw thread, wanted one. Another friend needed 3, one for each car. Greg cleared $3000, because his customers used social media.
  • Jim Olenbush is a realtor in Austin, Texas. He said he’s not going to chat on Facebook. He wants to do marketing activities that pays off. But he does understand that Facebook advertising lets him hyper-target. So when the Austin newspaper says a company is relocating to town, Jim places targets FB ads to employees of that company. Also read a story one day that said the drug violence in Mexico was so bad, affluent Mexicans were relocating to the U.S. Targeted FB ads for houses in Austin at affluent families in Mexico City and Monterrey. Spent $400 over four months. He sold one house for $1.1 million! And he doesn’t have time for engagement ... chit-chat.
  • Greg Tackett. Greg owns an auto body and after market shop. Installs stereos, rims and other add-ons. Greg & Sara are connected on Facebook but not close friends. Greg’s message that cold, January morning was this: “Stay warm and get your remote starter today at Greg’s Custom Audio, Video and Car Stereo!” Purists would have freaked. But Sara said she was going to make an appointment and spent about $350 to install her remote car starter. One of her co-workers saw the thread and wanted one, too. Another friend needed three, one for each car. At the end of the week, Greg cleared about $3000, because he broke the rules. You can’t sell using social media?
  • When they started in 2006, R&D was done in a room with white butcher paper over windows. More than 8,000 members share patterns, designs and ideas ... R&D team now sends PROTOTYPES to influencers, video tape their ideas and POST FEEDBACK so everyone can see it. Cut out focus group and market research costs. PR budget is lower because influencers are members of their community. Geno Church with Brains on Fire — word-of-mouth agency who helped engineer Fiskateers — told us they have a 500% ROI on Fiskateers .
  • Greg Tackett. Greg owns an auto body and after market shop. Installs stereos, rims and other add-ons. Greg & Sara are connected on Facebook but not close friends. Greg’s message that cold, January morning was this: “Stay warm and get your remote starter today at Greg’s Custom Audio, Video and Car Stereo!” Purists wold have freaked. But Sara said she was going to make an appointment and spent about $350 to install her remote car starter. One of her co-workers saw the thread and wanted one, too. Another friend needed three, one for each car. At the end of the week, Greg cleared about $3000, because he broke the rules. You can’t sell using social media?
  • These are the seven business drivers of social media marketing. We promise this is the only slide that requires much reading! That thing has more bullet points than a redneck’s pick up truck. The 7 are: (READ THEM FROM THE SLIDE QUICKLY) We’re going to talk about each of these briefly, and continue the theme of telling stories that show how people are accomplishing them. Then we’ll open the room up for some questions because if we can answer your questions rather than assume our presentation will, everyone goes home happy, right?
  • Greenpeace Contest, part of Great Whale Expedition. “Mister Splashy Pants.” Greenpeace’s traditional audience thought it wasn’t beautiful enough. Reddit.com went nuts for "Mr. Splashy Pants" and drove 20,000 votes/day, getting 78% of the total votes.
  • Do you want to be Chi Chi’s or do you want to be Domino’s Pizza? In 2003, a Pittsburgh location of Chi-Chi’s was hit with a Hepatitis A outbreak. Four people died and hundreds others got sick. Public was outraged, wanted answers. Execs hid behind lawyers and brief, corporate communications statements. Public responded... with lawsuits. Chi-Chi’s later went bankrupt and closed all of its U.S. locations. Domino's had a worse problem. A 2010 video of two NC Domino’s employees desecrating a pizza they were allegedly sending to customers, could have been a major blow to company. Video went viral. CEO Patrick Doyle got on YouTube right away and said he would fix it. The NC store closed down this summer, but Domino's survived.
  • Social media marketing allows you to connect with more media members on a more personal level as many journalists, producers and bloggers are plugged in as well.
  • FAIT ICI. Urban general store in Montreal. Name means “Made Here.” They sell mostly local and organic products that promote an environmentally friendly and healthy food lifestyle. Had unprecedented media coverage when they launched in 2010, as well as local buzz. Why? Because several months before they even opened, they engaged the local community on blogs, Twitter and other social media channels. They invited bloggers from around Montreal to contribute to their own healthy living blog and even created a 52-week, 52-person group blog around food in Montreal. They had connected people in Montreal with a common thread that led an entire audience of customers right to their doorstep. They spend next to nothing on advertising or traditional methods of marketing, yet had, on scale, arguably one of the most successful business launches in the history of Canada.
  • Dave Carroll Taylor Guitars
  • This business driver is behind one of the three key business metrics: how much money did we make how much money did we save and *are our customers happy* Just start searching for mentions of your company, find unhappy people and reach out to them. Twitter ... blogs ... forums ... It doesn’t matter where, just find them and fix the problem. Even if you do it just one customer at a time, those customers will be more loyal and spend more money with you in the long term.
  • In 2010 Papa John’s Pizza wanted to develop a new specialty pizza. So they turned to their Facebook fans. Held a contest where people could submit ideas for an original pizza recipe. The winning recipe was a cheesy chicken cordon blue recipe, and it was in stores being sold and making money by the end of the year. They also used other entries which made it to the stores as well. But more importantly, Papa John’s got customer insight from people as to why they were mixing and matching certain ingredients. They captured all the stories and reasons behind the suggestions and used the exercise to gain lots of intelligence about their customers. And those insights wouldn’t have been possible in a traditional focus group.
  • Miss Shirley's. 2 hour wait. In 2010, started using Foursquare. Mayor gets immediate seating on Sundays. 427% increase in check-ins. 18% increase in sales!
  • ROI = Made - Spent/Spent In order to calculate ROI, your goal needs to be producing revenue . But think about the seven business drivers
  • How many of these are measured in dollars? The first five are valid business goals, but not measured in monetary value. They are intangible or intrinsic business drivers. You want more people aware of you, you want good public relations, you need to keep your customers happy. But when someone says, “Social media marketing report, Bob. What’s the status of the community building project?” you don’t say, “$56,789.45!”
  • What do I get in return? Can it be money? Certainly. Sell more products, capture more leads, drive new product features which can be tracked. You can also measure the value of customers and community, who reach out to you on social media and compare that to traditionally-acquired customers to see if there is a difference in value. You can also track metrics in each of the seven business drivers. We go into a fair amount of detail on each of the seven and how to measure them in the book. But they're not all about money. However, you get some amazing VALUE out of each of them.
  • We talk a lot in the book about how the hippies and tree huggers got it wrong. Or at least haven’t told you the other half — that social media makes money. But I don’t want you to think the purists are wrong about everything. "Join the conversation," "engage your customers," "listen” etc. are absolutely imperative to be successful. And while our book is essentially a strategic planning checklist and how-to manual for being a good social media marketer, checking off the to-dos and following the instruction manual doesn’t make you social. And it doesn’t make your business social.
  • This is Pikeville. Jason’s family didn’t buy cars from Ford/Chevy, insurance from Nationwide, clothes from JC Penney. Bank with PNC or Wells Fargo. They bought cars from Terry . Insurance from Sharon . Clothes from Jerry . Banked with Danny . They all sat within four rows of Jason’s family at Pikeville United Methodist Church.
  • CALL FOR QUESTIONS Some topics we cover in the book to hit on (Ad-Lib if you need to get people started): We’ll be asked how to measure each of the 7. Have a canned answer or examples ready. Traditional media metrics have lied to us for years. Who should be responsible for social media within the organization? Social media doesn’t violate policies. PEOPLE violate policies. Educate - Hire smarter. B2B Examples: ShipServe (increased sales-ready leads by 400% through blogging) 5 Mindset Shifts To Be A Better Social Media Marketer 1. If you want people to trust you, you need to trust them 2. It's not about the sale, it's about the lifetime value of the customer. 3. Online is no different than offline. 4. There's an audience for everything, but bigger audiences are available beyond the spray. 5. Measure what matters. 5 Kick Starters To Think Like A Social Business 1. Hear, Then Listen 2. Share, Then Solve 3. Launch, Then Learn 4. Trust, Then Adjust 5. Give, Then Get Six steps for dealing with detractors. 1. Acknowledge their right to complain 2. Apologize for their situation (or your mistake, if warranted) 3. Assert clarity in your policy or reasons, if warranted 4. Assess what will help them feel better. 5. Act accordingly. 6. Abdicate.

No Bullshit Social Media Marketing — SMC Evansville No Bullshit Social Media Marketing — SMC Evansville Presentation Transcript

  • No Bullshit Social Media Marketing @edeckersThe All-Business, No-Hype Guide to Social Media Marketing
  • What the purists say ... sxch.hu• You must be human• You must engage• You must join the conversation The All-Business, No-Hype Guide to Social Media Marketing
  • What the purists don’t say ... Mike Baldwin - Shutterstock.com• How to drive business• How to plan strategically• How to measure it The All-Business, No-Hype Guide to Social Media Marketing
  • Driving Business Sara George (Jasons Mom)The All-Business, No-Hype Guide to Social Media Marketing
  • Driving Business Greg TackettThe All-Business, No-Hype Guide to Social Media Marketing
  • You cant sellvia social media? The All-Business, No-Hype Guide to Social Media Marketing
  • BULLSHIT! iStockPhoto.comThe All-Business, No-Hype Guide to Social Media Marketing
  • Finding The B.S.Jim Olenbush, Austin, TX The All-Business, No-Hype Guide to Social Media Marketing
  • You "have to"engage and join the conversation? The All-Business, No-Hype Guide to Social Media Marketing
  • BULLSHIT! iStockPhoto.comThe All-Business, No-Hype Guide to Social Media Marketing
  • Finding The B.S. Fiskateers Roll Call!!The All-Business, No-Hype Guide to Social Media Marketing
  • Our customers dont use social media? The All-Business, No-Hype Guide to Social Media Marketing
  • BULLSHIT! iStockPhoto.comThe All-Business, No-Hype Guide to Social Media Marketing
  • 7 Business Drivers of Social Media Marketing Social Media Marketing• Enhance branding/marketing• Protect your reputation (crisis communication)• Enhance PR• Build community• Improve customer service• Aid research & development• Grow sales & leads The All-Business, No-Hype Guide to Social Media Marketing
  • The All-Business, No-Hype Guide to Social Media Marketing
  • Enhance Branding/Marketing The All-Business, No-Hype Guide to Social Media Marketing
  • Tactics• Blogs • SEO• Facebook • Photos• Twitter • Videos• LinkedIn • Niche• Google+ networks• Pinterest • Podcasts The All-Business, No-Hype Guide to Social Media Marketing
  • Protect Your Reputation The All-Business, No-Hype Guide to Social Media Marketing
  • Tactics• Google Alerts• ifttt.com• Social Mention• Lithium• SEO• Google+ The All-Business, No-Hype Guide to Social Media Marketing
  • Enhance PR Matt Callow on Shutterstock.comThe All-Business, No-Hype Guide to Social Media Marketing
  • Tactics• Owned Media• Blogs• Videos, photos• Podcasts• PR Newswire, etc.• Blogger Outreach• Interviews• HARO• Podcasts• Internet Radio The All-Business, No-Hype Guide to Social Media Marketing
  • Build Community FAIT ICIThe All-Business, No-Hype Guide to Social Media Marketing
  • Tactics• Blogs• Facebook• Twitter• Twellowhood.com• Foursquare• Google+ Circles The All-Business, No-Hype Guide to Social Media Marketing
  • Enhance Customer Service The All-Business, No-Hype Guide to Social Media Marketing
  • Not Everyone Knows The All-Business, No-Hype Guide to Social Media Marketing
  • Tactics• Blogs• Facebook• LinkedIn• Twitter• TweetDeck• "How can I help?" The All-Business, No-Hype Guide to Social Media Marketing
  • Aid R&DThe All-Business, No-Hype Guide to Social Media Marketing
  • Tactics• Facebook• YouTube• Flickr/Picasa• Blogs• Contests The All-Business, No-Hype Guide to Social Media Marketing
  • Grow Sales Miss Shirley’sThe All-Business, No-Hype Guide to Social Media Marketing
  • Tactics• Mobile Website• Foursquare• fourscore.deepfocus.net• Yelp• Facebook• Everything We Just Covered The All-Business, No-Hype Guide to Social Media Marketing
  • What about ROI? sxch.huThe All-Business, No-Hype Guide to Social Media Marketing
  • Tactics• Analytics• Create Campaigns• URL shorteners - Bit.ly• CRM Software• SalesForce.com• A calculator The All-Business, No-Hype Guide to Social Media Marketing
  • 7 Business Drivers of Social Media Marketing Social Media Marketing• Enhance Branding/Marketing• Protect Your Reputation• Enhance PR• Build Community• Improve Customer Service• Aid Research & Development You can measure• Drive Sales & Leads these two in $$$ } The All-Business, No-Hype Guide to Social Media Marketing
  • What about ROI? Customer Satisfaction Scores New Product Ideas Faster Response Times Higher Search Engine Results More Subscribers Higher Retention Rate What do I get in return?More Online Media Coverage Lower Cost-Per Lead Lower Call Center Costs Faster Response Times Website Traffic The All-Business, No-Hype Guide to Social Media Marketing
  • Benefits• Raging Fans• Loyal Defenders• Engaged Customers• Reduced Costs• Increased Awareness• Amaze your friends, impress your family! The All-Business, No-Hype Guide to Social Media Marketing
  • Being Social... Lasse Kristensen on Shutterstock.comThe All-Business, No-Hype Guide to Social Media Marketing
  • ...is about relationships City of Pikeville The All-Business, No-Hype Guide to Social Media Marketing
  • There’s more where this came from! Jason Falls @JasonFalls Erik Deckers @edeckers NoBullshitSocialMedia.comThe All-Business, No-Hype Guide to Social Media Marketing