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Social Media presentation at SMB Nation 2013

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  • Today’s presentation was developed as part of CompTIA’s Channel Training program, which offers a broad range of education to the IT channel on topics such as cloud computing, healthcare IT, security, and managed services, unified communications. CompTIA is the trade association advancing the global IT industry, with more than 2,000 member companies that include solution providers, vendors, and distributors.
  • I am going to jump right in by telling you about a company named Kinaxis– a supply chain company who needed more clients. How does a supply chain management company use social media to drive traffic to their site, generate leads and make what might be a “boring topic” such as supply chain management--hip-modern and exciting? They stepped completely out of their comfort zone and created an online social video campaign to drive prospects to their site and capture leads. Only they couldn’t use the typical tools their marketing/sales teams were accustom to using. They had to use humor, out of the box messages and indirect sales methods to get viewers to think differently about supply chain management and the impact on a business. YOUTUBE VIDEO:   What did they do? They avoided talking about their brand and put away their sales pitch. They launched an online social video campaign and created a series called Suitemates – a comedy following two businessmen that get sent to jail following a shady corporate merger. By using humour to lure customers in and by avoiding any obvious sales messages, Kinaxis achieved the results it was looking for – web traffic increased by 200% and there was a 30% increase in leads.
  • Aberdeen Group– a national research firm Audience: Show of hands… who in here uses Social Media to build brand awareness? Gain trust? Distribute news? Any other methods?
  • Over the next hour we are going to cover… Role of Social Media in Your Business What you need to know Before You Begin How to consider and create a SM Strategy How to Harness the Power of Community Which Tools Matter and Why
  • So, who am I? My name is Ginger Clay : I am an evolving marketing expert that imparts my marketing knowledge to those that care to learn. I am dedicated to continually learning from others. I work with a collection of business coaches through a company called 4-Profit helping solution providers build better and more profitable business I also lead an elite group called Mtellect—CLICK- Marketing Intelligence for the marketing professionals in the technology space. If you have a marketing professional who wants to learn and rub shoulders with the best marketers in the technology space, come see me after the presentation. What qualifies me to teach Social media? I’ve done it before and I am currently the chief marketing officer for 3 solution provider practices between $10-35 Mil Dollars.
  • Why use Social Media? 5 Reasons: People do business with people they like, know and trust. Over 100 million people have a LinkedIn and Twitter account that they will use to voice their happy/unhappy opinions about your products/services Over 800 users read Facebook and one of those are bound to be a potential buyer If you not social, your competitors are Most importantly, your clients use social venues to learn more about making a technology purchase
  • What can social media do for ME and my business? Help you build dialog and conversations around topics that are interest to YOUR clients Cultivate relationships with people who might buy your services Drive traffic to your website or an offer (Lead Gen!) Empowers advocates to speak on your behalf—let others sell for you. Long & Short....SM is a venue for pulling and attracting people to you through online, social conversations.
  • Where do you begin? Know what you want to accomplish before you begin. Start with the end in mind. Guy Kawasaki of Apple said "A set of tweets, a facebook page and a couple of blogs can do more good or harm to your business. " So, setting up some unattended social media sites can hurt as much as they might help. At the end of the day, social media has to be about something ... Are you driving traffic to your site? Are you building connections to push out content on “best practices for being compliant as a health care professional?” Networking with CIOs in your local community Addressing a major healthcare compliance issue that positions you as an expert to your healthcare vertical? Or just making your brand known through social interactions, a LinkedIn presence and a blog on how you make your clients lives better? What are you trying to accomplish??
  • Here's a simple set of questions I always begin with to help me DEVELOP my end-goal results. READ SLIDE. ASK audience about questions #1, #2, #6
  • Everything you do in social media will revolve around content. CONTENT IS YOUR PLATFORM. Social Media tools simply distribute your content. CONTENT matters because it is what your customers are interested in. Not a sales pitch. Good content answers this question: What problems are you helping them solve? What do your prospect/clients talk about in emails? Phone calls? FAQs? Demos? Tell true stories. Get a 3 rd party expert to tell your story No point without a story No story without a point
  • BLOG: Cornerstone of SM. A blog provides a personal/professional way of telling a story while delivering useful results. It's your thought leadership and opinions! It's a gateway to your website that does not feel like "marketing“ AUDIENCE QUESTION: Who in here has a blog on your site? What do you blog about? Has anyone seen any results from using a blog? What are some of your biggest challenges?
  • Now we are going to shift gears and talk about the various types of SM tools in the industry, their use and how you can use them to make a purposeful impact in your business.
  • Where do you deliver content? Where ever your prospects hang out online! Facebook Twitter LinkedIn Pinterest Youtube Industry Forums Topic Specific Forums (HIPAA, Security, Zimbra, MX Records) With so many choices it is important to remember EVERYONE is a sales person for your company-from the owner to the service manager to the sales/marketing team.
  • Figuring out which tool can be a challenge since there are so many. So, how do you know the difference? I thought this piece does a good job of explaining some of the different ways of talking about a donut. READ CARD.
  • Why LinkedIn: #1 Social Network for Bus and the biggest driver of leads Over 100 mil members Used by every level of management from C to staff Essential for validating your companies message to future buyers. AUDIENCE QU: Has anyone in here used LinkedIn to recruit great talent to within your organization? CLICK HOW CAN I USE LinkedIN? Networking: List your own credentials and prior work experience so that potential buyers know that when they hire you, they are hiring the very best. This might also be a good place to add certifications or other staff-specific credentials that validate your ability to deliver.
  • HOW CAN I USE LinkedIn? Other great uses for LinkedIn include your ability to... PROSPECTING: Add connections to build your professional & social network. Find out who your best clients know and ask for referrals :) PARTICIPATE: Increase your reach by engaging in LinkedIn Professional User Groups and VALIDATE: Your companies value proposition by creating a Company specific page for buyers who want to follow you, receive announcements and learn more about you. ATTRACT: future talent using your Company page to debut individuals within your own organization and announce open positions  
  • Why use Twitter INFLUENCE: Build a following of people who want to hear from you! REAL-TIME COMMUNICATION: Create immediate awareness for your services, specials and contest to engage your "community" FOLLOW TRENDS: As a marketing professional this is the golden egg. Follow your top partners and watch what they tweet-view-say- ask RECIPROSITY: You mention others- they mention you. Why? you may ask. Because you appear more credible AND you get mentioned on OTHERS sites and their follower lists.
  • A year ago, the marketing team at Neenah Paper, a manufacturer of high-quality paper products, had a problem—probably similar to yours…It was becoming harder and harder to reach new potential customers. Their traditional channels — phone conversations, lunch and learns, and in-person meetings — were not working like they used to Their clever marketing manager noted that their customers--signers, graphic artists and printers — were spending their time in front of their computers, and that social media could be a way to better engage them. They discovered they could do prospecting and nurturing via Twitter. Today the company has 10 sales representatives across the country using their personal Twitter accounts on behalf of Neenah to prospect new business.   Neenah says these sales reps are finding that social media is simply a more effective way of engaging with their prospects. END RESULT: CLICK – read quote
  • YouTube and/or video is probably the most powerful tool you have in your marketing kit. To illustrate I want to tell you about a Doctor named, Dr. Bob Wagstaff. After years of failed attempts to market his innovative tongue brush, Dr. Bob Wagstaff decided to give YouTube a try. Spending only $500, he created his first video. In less than 3 years that video has been seen more than 18 million times and helped to generate over $1.6 million in sales and contracts with Wal-Mart and CVS Pharmacies. While you can’t guarantee a video will go viral like this, there are some lessons to be learned : Talk about something that people care about —in this case, bad breath. Keep your video short —Dr. Bob’s video was only 2 minutes long. Embed your video on your home page. Grab people’s attention in the first 5 seconds —with some minor editing, this video incorporates quick, edgy statements that pull the viewer into wanting to hear the solution. Offer something for free —your first Orabrush is free, if you’ve watched the video.
  • Audience Question: How many in here believe facebook works? Facebook isn’t for everyone. In fact, most success with facebook is often at the B2C not B2B level. But, I want to show a FB success story for you to consider… How does a Equine Dentist turn a regional service business into an international destination for industry thought leader? That’s what Dr. Geoff, the horse dentist set out to do. With a small budget and a business driven by relationships, Dr. Geoff used Facebook to allow him to build relationship he did not currently have His philosophy is this: "People do business with people who they're friends with. Period," he says. "And Facebook is a great way to get to know people. It allows people to see that I'm a person.“ So, he set out to build relationships using social media, He started with a blog and he used his Twitter feed, and his Facebook account to get noticed. After several hits, he won an appearance on Horse Talk Radio and So what's this done for his business? Dr. G says “Facebook alone has generated about 100 leads and 10-to-15 customers.” His advise: Build your network and tell people what you can do for them.  
  • I could go on about Pintrest and other sites, but the point is that you find something that MATTERS to your clients and get in front of them to share it. So, Fine print… what happens when you finally push “go”. Make a plan. Nothing gets down without a plan.
  • A couple of best practices to share: Set up Google Alerts for keywords, so you can make updates to your blogs easily and get notified about what happening with your post. It’s important to measure traffic before and after posts. Do you see an increase in leads? Are certain topics better drivers? Make sure to stay active on the sites you are signed up for. Don’t be a “one-off” CONTENT MESUREMENT Google analytics is a great way to do that. Allow you to view how many visitors came to your site in a time period Drill down to see where visitors are coming from (country- geographical location, etc.)
  • You are not an island… Save the island for vacation… not your marketing efforts. Just say “No” to the One-Off. One-Off Marketing is the death of any attempted, meaningful relationship with your clients. For example, Men, are you allowed to only tell your wife you love her once in your relationship? Same goes for your client and your social program. Expect results to take time. I leave a 6-month window for measuring all results.
  • The Zen of Social Media Marketing by: Shama Hyder Kabani Content Rules: How to Create Killer Blogs, Podcasts, Videos, Ebooks, Webinars (and More) That Engage Customers and Ignite Your Business By: Ann Handley (Author) & C.C. Chapman
  • Members can take advantage of CompTIA’s top notch research on verticals and other important industry topics. Network with peers and industry experts through our communities and you can improve your knowledge on a continual basis by attending educational channel training sessions both online and onsite. Members can also take advantage of a dedicated Legal Resource Center that in this case provides legal guidance for IT professionals. Some of the most sought after benefits reside here. Service Level Agreements, Non-Disclosures, Human Resource Documents and much more. It can save you hundreds of dollars per agreement. And you can customize and download the documents in minutes.
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    1. 1. Quick Start to Social Media for Marketing November 28, 2012
    2. 2. CompTIA Channel Training About this Education The content and materials featured in this presentation are the result of a collaborative, CompTIA community-led development effort. An advisory group comprised of channel leaders and technical experts identified training goals and objectives, while education specialists carried out development work based on the insights and information provided by the advisory group and other subject matter experts. About CompTIA CompTIA is the voice of the world's information technology industry. As a non-profit trade association advancing the global interests of IT professionals and companies, we focus our programs on four main areas: education, certification, advocacy and philanthropy.
    3. 3. Aberdeen Group Stat: • 84% of B2B companies use social media in some form. • 64% use social media as a marketing tool • 83% use it to build brand awareness • 55% use it to gain trust with its own followers
    4. 4. TODAY 1. Role of Social Media in Your Business 2. Before You Begin 3. Strategy 4. Which Tools Matter and Why 5. Measuring Results
    5. 5. Ginger Clay I am… I work… I lead… What qualifies me…
    9. 9. 6 MOST IMPORTANT QUESTIONS TO ASK! 1. Which social media sites do most of my customer use? 2. What do my clients talk about and post on social media? 3. Why would someone engage with me? 4. How do you typically communicate to clients? 5. Which communication could reach a larger audience via social media? 6. How do I remain RELEVANT to clients who use my services?
    10. 10. WHAT IS IT?
    11. 11. 3 BLOGGING TO DO’s 1. Figure out the most popular 1-2 trends or issues that matter most 2. Tie the topic around a best practice 3. Be bold: Put your opinions out there.
    15. 15. STORY "It's an invitation to have a conversation. You're getting permission to have a conversation — a conversation that used to happen in person.“
    16. 16. How do you turn a regional service business into an international destination for industry thought leadership?
    18. 18. MEASURING SUCCESS alerts . co m / google /analytics www. .goog www
    19. 19. A LITTLE WISDOM NO
    20. 20. A Good Read
    21. 21. 6 KEYS TO SUCCESS • Build an Editorial Calendar • Blog • Consider Video • Be Consistent • Measure • Repeat
    22. 22. For More Information on the Guide go to…
    23. 23. CONNECT & PROVIDE FEEDBACK Ginger Clay Twitter: @ 4-ProfitWay Please let us know what you thought of today’s presentation.