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Social Networking for LeaderPromos


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Dana R Zezzo - VP of Sales for ProTowels Etc conducted a Social Media workshop for the promotional products online distributor Leaderpromos in Columbus, OH. The goal was to help account excutives understand the power that social media had in building customer relationships.

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Social Networking for LeaderPromos

  1. 1. Social Networking for Promotional Professionals Presenter: Dana R. Zezzo ProTowels Etc. 440-344-5933| [email_address] Pro Towels Etc. Dana Zezzo Dana Zezzo
  2. 2. Dana R. Zezzo, Vice President of Sales at Pro Towels Etc. Dana has spent the past two years growing the company into the largest supplier of beach and golf towels. He has been in the promotional product industry for over 18 years. Dana is equally involved in both the industry and in his local community in Ashtabula, Ohio. He is a past president of TRASA - the Three Rivers Advertising Specialty Association, and currently serves on both the ASI Stitches Advisory Board and on the PPAI National Leadership Conference Advisory Committee. He also gives seminars across the country on industry related topics such as How to Market your Apparel Decorating Business, Selling Strategies and Social Networking for Promotional Professionals . Dana currently lives in Ashtabula, OH with his wife, Shelly and three daughters where he continues to update his facebook and linkedin profiles on a daily basis. Pro Towels Etc. has changed the view of our category and the perception of our company by utilizing the social media platform. DANA ZEZZO – VICE PRESIDENT of SALES 440-344-5933| [email_address]
  3. 3. social networking = sharing/networking online Simple Definition
  4. 4. What We Want to Prove Today The Ultimate Rolodex?
  5. 5. Social Networking / Social Media Keywords to become comfortable with: Viral Transparency Conversation
  6. 6. <ul><li>Focus on activities that drive sales and relationships </li></ul><ul><li>It takes 9 touches to get an account - most reps give up after 3 </li></ul><ul><li>These touches can be: </li></ul><ul><ul><li>Sales Calls </li></ul></ul><ul><ul><li>Phone Calls </li></ul></ul><ul><ul><li>Emails </li></ul></ul><ul><ul><li>Presence </li></ul></ul><ul><ul><li>Branding </li></ul></ul><ul><ul><li>Persistence </li></ul></ul><ul><ul><li>Social Networking </li></ul></ul><ul><ul><li>Right Place at the Right Time </li></ul></ul><ul><ul><li>Etc. </li></ul></ul>Touches <ul><ul><li>85% of all business is done after the 9 th touch </li></ul></ul><ul><ul><li>#1 Reason Salespeople Should Use Social Networking Sites </li></ul></ul><ul><ul><li>WARM UP YOUR TOUCHES! </li></ul></ul>
  7. 7. Touches Social Networking Usage Doubles ASI Central (3/2/2010) A new University of Maryland survey shows social media usage among small businesses increased to 24% in 2009, up from 12% in 2008. Further, three out of four respondents reported use of a company social networking Web page, tied to a site like Facebook or LinkedIn. An additional 40% of respondents say they have created a blog, where they post entries related to their areas of expertise. About 26% of those surveyed send Tweets about their business field, while 16% use Twitter as a customer service tool. “Social media levels the playing field for small businesses by helping them deliver customer service,” said Janet Wagner, director of the Center for Excellence in Service. “Time spent on Twitter, Facebook and blogs is an investment in making it easier for small businesses to compete.” Besides demonstrating usage, the survey also compared expectations to results, showing social networking wasn’t quite as effective in attracting new customers as had been hoped. Roughly 73% of respondents expected social networking to help customer acquisition, while only 61% of surveyed businesses could identify an uptick. However, 46% of respondents believe social media helped their businesses stay engaged with customers, falling in line with expectations. Maybe most notably of all, 22% of those surveyed feel social networking is already helping them turn a profit, with 46% believing the marketing tool will help them make money within the next year. This new optimism among business executives is an attitude reversal from prior studies, including one conducted by Citibank last August. In that study, 75% of respondents did not find social networking to be helpful for generating leads or expanding their businesses.
  8. 8. <ul><ul><li>Daily Touches </li></ul></ul>The BIG Question … Social Media 30 – 60 minutes a day!
  9. 9. <ul><li>Stay in front of clients & prospects </li></ul><ul><li>Know your clients/prospects better </li></ul><ul><ul><li>Identify unknown connections </li></ul></ul><ul><li>Find new prospects </li></ul><ul><li>Branding </li></ul><ul><li>Sales </li></ul><ul><li>Fun </li></ul><ul><ul><li>Benefit From Social Networking </li></ul></ul>
  10. 10. BALANCE
  11. 11. Pro Towels Etc. Marketing Dept. strikes again! Don’t Drink and Post!
  12. 12. Buying Habits Have Changed
  13. 13. 7. Blogger 11. MySpace 13. Twitter – Ranks the Top 500 Sites on the web
  14. 14. Credit:
  15. 15. So what does this tell you? <ul><li>That people are using Social Networking Sites for </li></ul><ul><li>Research Before Buying </li></ul><ul><li>and Building Relationships </li></ul>
  16. 16. This will improves your Google ranking If Nothing Else …
  17. 17. <ul><li>So you all have a great product and you want people talking about your product…Right? </li></ul><ul><li>Social Media marketing is about CREATING CONVERSATIONS about you and your product. </li></ul><ul><li>Social Media will drive people to your website. So you will be able to make the conversion faster. </li></ul><ul><li>1. Get them to visit your website 2. Turn into leads 3. Turn leads into sales </li></ul>Source: <ul><ul><li>*Reminder: 85% of all business is done after the 9 th touch. </li></ul></ul>
  18. 19. <ul><li>Listen & observe </li></ul><ul><ul><li>What clients/prospects are doing </li></ul></ul><ul><ul><li>Learn about families, interests & activities </li></ul></ul><ul><li>“ What’s happening” </li></ul><ul><li>Interesting pictures </li></ul><ul><ul><li>Kids </li></ul></ul><ul><ul><li>Events </li></ul></ul>Networking on Facebook – Personal Focus
  19. 20. <ul><li>Status updates at tradeshows </li></ul><ul><ul><li>Upload pictures of new & cool products </li></ul></ul><ul><li>Exciting products with broad appeal </li></ul><ul><li>Testimonials </li></ul>Networking on Facebook – Business Focus
  20. 21. Adds Personality and  Humanizes your Brand Transparency
  21. 22. Business Pages <ul><li>POST </li></ul><ul><li>• Events </li></ul><ul><li>• Videos </li></ul><ul><li>• Discussions </li></ul><ul><li>• Photos </li></ul><ul><li>• Blog Articles </li></ul>
  22. 23. There’s a Fine Line
  23. 24. Prime Example
  24. 25. <ul><li>DO NOT SELL ON FACEBOOK </li></ul><ul><li>It’s About Networking, NOT Selling </li></ul>Selling on Facebook
  25. 26. <ul><li>Use in Industry: </li></ul><ul><li>54% of distributors </li></ul><ul><li>46% of suppliers </li></ul>
  26. 27. <ul><li>The professional networking site </li></ul><ul><li>3 key purposes </li></ul><ul><ul><li>Expose credentials to customers </li></ul></ul><ul><ul><li>Expose your entire network to you </li></ul></ul><ul><ul><li>Find new customers </li></ul></ul>
  27. 28. <ul><li>Some people only connect with personal friends on Facebook </li></ul><ul><li>Gives you a professional profile </li></ul><ul><li>Referrals & introductions </li></ul><ul><li>Prospecting </li></ul><ul><li>Google </li></ul><ul><li>Lots of users, you never know… </li></ul>Why Be Active on LinkedIn
  28. 29. The Goal of LinkedIn <ul><li>To engage an audience & build a network. </li></ul><ul><li>Do this by demonstrating your </li></ul><ul><li>expertise and thought-leadership. </li></ul><ul><li>Don't sell your services, but feel </li></ul><ul><li>free to drive people to relevant </li></ul><ul><li>content on your site that adds value. </li></ul>
  29. 30. Ultimate Rolodex <ul><li>Easier to keep contact </li></ul><ul><li>information up to date – </li></ul><ul><li>never lose touch! </li></ul><ul><li>Facebook Use in Industry: </li></ul><ul><li>59% of distributors </li></ul><ul><li>62% of suppliers </li></ul>
  30. 31. <ul><li>Do not sell </li></ul><ul><li>Be relevant & transparent </li></ul><ul><li>Live as if your mom is watching </li></ul><ul><li>Remember if you are mixing </li></ul><ul><ul><li>Don’t play games </li></ul></ul><ul><ul><li>Don’t drink and post </li></ul></ul><ul><li>Have fun! </li></ul>Rules To Follow On All Sites <ul><ul><li>Credit to: Dale Denham </li></ul></ul>
  31. 32. THANK YOU! Presenter: Dana R. Zezzo ProTowels Etc. Cell: 440-344-5933| [email_address] Pro Towels Etc. Dana Zezzo Dana Zezzo