QuickStart to Social Media WEBINAR- instructor's notes
CompTIA Channel Training
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How does a company selling SUPPLY CHAIN MGT, turn (what might be considered a boring topic) into a
“must-see movie series attracting people from levels of an organization to want to know more about
Supply chain management?
Kinaxis– a supply chain company who needed more clients.
Goal: Wanted to drive traffic to their site, generate leads and portray 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.
Quit using the typical tools their marketing/sales teams were accustom to using.
Used 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.
What did they do?
They avoided talking about their brand and put away their sales pitch.
Launched an online social video campaign
Created a series called Suitemates – a comedy following two businessmen that get sent to jail
following a shady corporate merger.
Web traffic increased by 200%
300% increase in people who left their information on the website and wanted to know
Aberdeen group found that 84% of B2B marketers use social media in some form
With 64% using social media as a marketing tool,
83% using it to build brand awareness and
55% using it to gain trust with its follows.
AUDIENCE: Who in here uses social media to…
Drive brand awareness?
Gain trust with followers?
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
My name is Ginger Clay :
I am an evolving marketing expert that imparts my marketing knowledge to those that care to learn
and continually learns 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—Marketing Intellect 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 qualified me… I am VMO for 3 solution providers between $10-35 Mil and we use SM
Why use Social Media? 5 Reasons:
1. People do business with people they like, know and trust.
2. Over 100 million people have a LinkedIn and Twitter account that they will use to voice their
happy/unhappy opinions about your products/services
3. Over 800 users read Facebook and one of those are bound to be a potential buyer
4. If you not social, your competitors are
5. Most importantly, your clients use social venues to learn more about making a technology
WHAT IS SOCIAL MEDIA?
What can social media do for ME and my business?
1. Help you build dialog and conversations around topics that are interest to YOUR clients
2. Cultivate relationships with people who might buy your services
3. Drive traffic to your website or an offer (Lead Gen!)
4. Empowers advocates to speak on your behalf—let others sell for you.
5. Long & Short....SM is a venue for pulling and attracting people to you through online, social
STARTING WITH THE END IN MIND
Where do you begin? Know what you want to accomplish before you begin. Start with the end in
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.
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 tobe 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
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??
Audience: Ask about QU #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?
So, let's talk about favorite way to distribute content: blogging.
WHAT IS IT AND WHY?
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“
• Who in here has a blog on your site?
• What do you blog about?
• Why do you blog?
TOOLS, TOOLS & MORE TOOLS
Where do you deliver content? Where ever your prospects hang out online!
Topic Specific Forums (HIPAA, Security, Zimbra, MX Records)
Not every site is for your business
Start with one and do it well
Remember to START WITH THE END IN MIND
SOCIAL MEDIA EXPLAINED
#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.
• Has anyone in here used LinkedIn to recruit great talent to within your organization?
HOW CAN I USE LinkedIN?
Why use Twitter
1. INFLUENCE: Build a following of people who want to hear from you!
2. REAL-TIME COMMUNICATION: Create immediate awareness for your services, specials and
contest to engage your "community"
3. FOLLOW TRENDS: As a marketing professional this is the golden egg. Follow your top
partners and watch what they tweet-view-say- ask
4. 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.
Integrating Twitter Into the Paper Selling Process
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
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
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
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 HorseGirl.tv.
So what's this done for his business? Dr. G says “Facebook alone has generated about 100 leads and
His advice: 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:
1. 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?
2. Make sure to stay active on the sites you are signed up for. Don’t be a “one-off”
1. 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.)
1. You are not an island… Save the island for vacation… not your marketing efforts.
2. 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.
3. Expect results to take time. I leave a 6-month window for measuring all results.
A Good Read
1. The Zen of Social Media Marketing by: ShamaHyderKabani
2. 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
• What should you expect?
– Once won‘ t do it
– Schedule time
– Find internal champions
Let me leave you with a couple of departing thoughts: