Marketing your Business with Social Media Tools


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Marketing your Business with Social Media - Why and How. Strategies for Facebook, Linked In and Twitter by Chris Brown

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Marketing your Business with Social Media Tools

  1. 2. Marketing Your Business with Social Media Tools Chris Brown May 5, 2010
  2. 3. <ul><li>I spent the first 17 years of my career as Brand Manager and Marketing Communications Director at 3 Fortune 500 companies with big multi-national brands </li></ul>
  3. 4. <ul><li>In 1998 I founded a full service marketing agency in Northeast Ohio to help other companies to </li></ul><ul><li>Build awareness </li></ul><ul><li>Reach potential customers </li></ul><ul><li>Offer branding resources </li></ul><ul><li>Improve marketing efforts </li></ul><ul><li>Increase sales results </li></ul>
  4. 5. HitWise Top Social Networking Sites by visits May 2009
  5. 6. April 2010 <ul><li>Facebook leads the social networking sites </li></ul><ul><li>Twitter still only 1% of social media </li></ul><ul><li>LinkedIn is #14 of social media sites </li></ul>
  6. 7. Possible Goals and Strategies <ul><li>Humanize the company and the brand. </li></ul><ul><li>Get immediate and actionable market research. </li></ul><ul><li>Provide clear information, perspective, history and accurate product, service and company information </li></ul><ul><li>Create a mechanism to enable us to respond to the target market, consumers, customers and clients. </li></ul><ul><li>Engage them </li></ul>
  7. 8. Social Media Tools
  8. 9. How to Use LinkedIn <ul><li>As an Individual </li></ul><ul><li>Add a Headline to your Profile </li></ul><ul><li>Write your Summary in 1 st person </li></ul><ul><li>Add contacts after an event </li></ul><ul><li>Use new Tagging Feature </li></ul><ul><li>Answer questions in your area of expertise </li></ul>
  9. 10. Thomas Register <ul><li>Functioned as the Yellow Pages for business to business </li></ul><ul><li>Now much of the search has been replaced by Google search </li></ul>
  10. 11. How to Use LinkedIn <ul><li>As a Business </li></ul><ul><li>Used ADVANCED in the search </li></ul><ul><li>Develop a COMPANY site for your Business </li></ul><ul><li>Search inside your GROUPS : Post on Discussions and News. </li></ul><ul><li>Answer questions about your company’s type of services/products </li></ul>
  11. 12. Best Connecting Feature <ul><li>Join GROUPS : geographic and industry </li></ul><ul><li>Can send a message directly without connecting </li></ul>
  12. 13. Rolodex <ul><li>When someone was let go from a company, what was the one thing that they wanted to take with them? </li></ul><ul><li>That was the first thing to disappear from their office? </li></ul><ul><li>Invented in the late 1950s. </li></ul>
  13. 14. Best Sales Tracking Tool <ul><li>New Tagging Feature </li></ul><ul><li>Allows you to sort – CRM feature </li></ul><ul><li>Tag your contacts as clients, potential clients, vendor, friend etc. </li></ul>
  14. 15. Advanced People Search
  15. 16. Why Answer Questions? I jumped in to the Answers forum and originally spent way more time that I should have, but over time it began to pay off as I was 'recognized' as someone with value (based on number of 'best answer' ratings) in a wide variety of topics. As I matured on LI, 'strategy' became more apparent and I focused only on questions that had to do with areas of my business like Planning, Business Management, Organizational Development.
  16. 17. LinkedIn Experts <ul><li>For business: Crystal Clear Buzz – Crystal Thies </li></ul><ul><li>For job seekers: Jason Alba </li></ul>
  17. 18. Social Media Tools
  18. 19. Fastest Growing Medium <ul><li>400 million users </li></ul><ul><li>Prime time – every hour </li></ul><ul><li>Super bowl – every minute </li></ul>
  19. 20. Ways to Use Facebook <ul><li>Engagement Ads: </li></ul><ul><ul><ul><li>Events </li></ul></ul></ul><ul><ul><ul><li>Gifting </li></ul></ul></ul><ul><ul><ul><li>Polling </li></ul></ul></ul><ul><ul><ul><li>Fanning </li></ul></ul></ul><ul><ul><ul><li>Sampling </li></ul></ul></ul><ul><ul><ul><li>Commenting </li></ul></ul></ul><ul><li>Marketing Tools: </li></ul><ul><ul><ul><li>Pages </li></ul></ul></ul><ul><ul><ul><li>Events </li></ul></ul></ul><ul><ul><ul><li>Connect </li></ul></ul></ul><ul><ul><ul><li>Applications </li></ul></ul></ul><ul><ul><ul><li>Share </li></ul></ul></ul>
  20. 21. Why Facebook? <ul><li>You can use your Facebook Page to not only share your company information, but you can also use it to post photos , videos , applications and messages . </li></ul><ul><li>Any activity that you perform on your Facebook Page is then broadcast into the mini-feeds of your followers. </li></ul><ul><li>AND to their followers as well, depending on the settings </li></ul>
  21. 22. Most Successful Situations <ul><li>Consumer focused </li></ul><ul><ul><li>Retail Business </li></ul></ul><ul><ul><li>Facebook Fan Page </li></ul></ul><ul><ul><li>Existing customers “Like” </li></ul></ul><ul><ul><li>Their friends see Page activity </li></ul></ul><ul><ul><li>5 Examples of Fantastic Fan Pages </li></ul></ul><ul><ul><li>Consumer Ads on Facebook </li></ul></ul><ul><ul><li>Targeted by age, gender, interest </li></ul></ul><ul><ul><li>Pay per click </li></ul></ul>
  22. 23. Jury is Still Out <ul><li>Business to Business </li></ul><ul><ul><li>My own 2009 test: zero clicks </li></ul></ul><ul><ul><li>Early in the “biz” cycle </li></ul></ul><ul><li>“ Easy” to test: </li></ul><ul><ul><li>Start a Facebook Ad test here </li></ul></ul><ul><ul><li>Pay only for those who use your ad </li></ul></ul><ul><ul><li>Select by zip code, age, title, interests </li></ul></ul>
  23. 24. Facebook Cheat Sheet
  24. 25. Facebook for Business Expert <ul><li>Mari Smith </li></ul>
  25. 26. Social Media Tools
  26. 27. The Negatives People Will Throw At You <ul><li>Twitter takes up time. </li></ul><ul><li>Twitter takes you away from other productive work. </li></ul><ul><li>Without a strategy, it’s just typing. </li></ul><ul><li>There are other ways to do this. </li></ul><ul><li>As Frank hears often, Twitter doesn’t replace customer service (Frank is @comcastcares and is a superhero for what he’s started.) </li></ul><ul><li>Twitter is buggy and not enterprise-ready. </li></ul><ul><li>Twitter is just for technonerds. </li></ul><ul><li>Twitter’s only a few million people. (only) </li></ul><ul><li>Twitter doesn’t replace direct email marketing. </li></ul><ul><li>Twitter opens the company up to more criticism and griping. </li></ul>Chris Brogan: 50 Ideas on Using Twitter for Business
  27. 28. 6 Ways Brands Use Twitter <ul><li>Customer Relations </li></ul><ul><li>Product promotions and sales </li></ul><ul><li>Event activation </li></ul><ul><li>Crisis management </li></ul><ul><li>Corporate reputation management </li></ul><ul><li>Issue Advocacy </li></ul><ul><li>From Ogivly Public Relations WorldWide: Twitter for Business: 6 Ways Brands Use Twitter </li></ul>
  28. 29. Find Prospects <ul><li>Twitter can be used as a means to find potential customers or clients online. </li></ul><ul><li>Do a search for keywords related to your product on Twitter Search and then follow users. </li></ul><ul><li>Tweet about topics parallel to your product and close prospects away from public channels by using direct messages or offline communications. </li></ul>
  29. 30. Important Considerations <ul><li>What is your Company’s social media policy ? </li></ul><ul><li>If you don’t have on maybe you start with this one and customize it for your business </li></ul>
  30. 31. <ul><li>Read my Branding & Marketing blog: </li></ul><ul><ul><ul><li> Friend me on ChrisBrown330 </li></ul></ul></ul><ul><ul><ul><li>Follow me on ChrisBrown330 Link to me on ChrisBrown330 </li></ul></ul></ul><ul><ul><ul><li>Become a FAN of my company on Facebook : </li></ul></ul></ul><ul><ul><ul><li> </li></ul></ul></ul>Social Media Connections