Getting Started with Social Media by Leadtail


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You know you need to have a social media strategy, but don't know where to begin? Getting Started with Social Media will help you understand what social media is and is not, identify your goals, and align your social media strategy and day-to-day tactics to produce real results for your business.

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  • Though I know we all understand the importance of engaging in social media, I thought I’d share just a few statistics to help everyone understand just how pervasive the use of social has become. - First of all, Nielsen Research says that for the first time ever, social network sites are visited by 75% of global consumers who go online. Next, Cone, a member of the Omnicom Group, did a study that showed that 85% of social network users believe companies should interact with customers using social media. Emarketer, an authority on digital marketing, estimates that 80% of companies with at least 100 employees will use social networks for marketing this year. So there’s no question that our customers and prospects are participating in social media… we need to be listening to what they’re saying. And clearly our competitors like Cisco and Avaya are using social media… and probably talking to our customers and prospects using social. The bottom line… we all need to care about social media and start participating.
  • Another way to look at the importance of social media is to use an analogy. Just imagine how hard it would be to do your jobs if you couldn’t use email. Think about that for a second. Well, it may be hard to imagine right now… but soon we’ll all be feeling the same way about social media.
  • On this slide, we show you some best practices do’s and don’ts. The first “Do” is a reminder that it’s about developing real relationships by using social media tools…. But it’s not about the tool it’s about the relationship. So just cause you have a Twitter account doesn’t mean you’re building relationships with social media. The second “Do” is about making it easy for customers and prospects to talk about your brand NOT just having you say how great your brand is. The next is a reminder that people want to engage and have real conversation with other people NOT boring, impersonal corporations. So, feel free to add your own personality and use everyday language just like you would on the phone or when meeting people in person. Social media is great when used to help people out vs. trying to sell them. That’s why social media is so great for sharing white papers, webinar invites, and answering questions… because everyone is turning to their social media networks to get problems solved. The final “Do” is to remind everyone that like all good things, social media takes a while to pay off. So you need to keep at it. Everday.
  • Now, let’s talk about how to get started with social media. And each of these points we’ll expand on further in a moment. - The first thing you need to have some sense of what you want to achieve. This is the key to everything that follows. Then, it’s about understanding which social media approach to use… and we’ll talk about that in a few moments. Next, we need to decide which social tools (such as Twitter and LinkedIn) to build and engage our target audience such as customers, prospects, and influencers. We’ll talk more about this but… content is the fuel for social media. And having a content strategy, meaning what you’re going to tweet, share, and blog about is really important to reaching your social media objectives. And of course, the only way to know you’re making progress is to track and measure what you’re doing. For example, how many quality Twitter followers or LinkedIn connections you have. And how often they’re sharing your content or otherwise engaging with you.
  • As I mentioned, Step 1 in the process is determining what you want to achieve with your social media efforts. Is it create brand awareness? Improve sales prospecting? Generating Leads? Getting more referrals… or maybe all of the above? The important thing is to have a good sense of why you’re using social… even if it is for multiple purposes. This makes it easier to decide on what the right social approach is.
  • There are really three different social approaches you can take depending on your business objectives. The first is “Social Branding”… If your objective is to generate brand awareness then advertising on social networking sites such as Facebook, LinkedIn, and most recently Twitter can be very good way to go since social networking sites enable marketers to quickly reach highly-targeted and engaged audiences. The next is “Social Marketing”…. This social approach is about building and engaging a target audience over time by creating a Facebook page, tweeting often, developing a YouTube channel, launching blogs, etc. Social Marketing can take awhile but the payoff is a very engaged audience that they become a good channel upon which to generate leads. The third approach is “Social Selling”… this is approach is how sales people are leveraging social tools such as LinkedIn, Twitter, and Google Alerts to find, learn more about, and engage prospects and customers for purposes of selling and up-selling. Once you’ve determined which social approach to use then it’s time to pick your social media tools.
  • This next slide describes some of the popular social media tools you can use such as LinkedIn, Twitter, Facebook, and Wordpress for blogging. You’ll also see that the last column of the chart shows which social approach the tools can be used for. At the end presentation, we’ve also included more slides on LinkedIn and Twitter to help you get started on those tools.
  • This slide describes some best practices and common pitfalls related to the social media tools from the prior slide. For example, you should use Google Alerts to monitor your customers and competitors; send thank you emails to prospects using LinkedIn to get them to link in with you; and retweet the content of prospects and customers to build relationships. On the other hand, avoid the Twitter pitfall of focusing on quantity not quality of followers.
  • As I mentioned earlier in the presentation, think of content as the fuel for social media. So, you need to develop the right content strategy given what you’re trying to achieve with social media, your social approach, and the specific tools you’ll be using such as Twitter and LinkedIn. Here are five types of content that do well with social media: News related content such as industry or company news, comments regarding news, news summaries, and interviews with news-makers. Content that’s entertaining such as video’s, photos, quotes, top ten lists, etc. Educational content is also big, especially with business-related social media sites. For example, articles, research reports, webinars, etc. Promotional content such as offers, contents, and coupons work great with consumers but also with business professionals. Finally, personal content such as what activities your up to; what you just did; your opinions, and questions posed to your network are all great for driving engagement. Just make sure to create and share content frequently and consistently.
  • Because content is so important to social media we just wanted to emphasize again how important it is to: Make your content intriguing, information, interactive, fun… engaging Make it respondable… be opinionated, ask questions of your audience… get them to respond to your content. Make it shareable… meaning provide relevant and helpful content… that results in your followers sharing it.
  • And as I mentioned before, the only way to know you’re making progress is to track and measure what you’re doing. Think about tracking and measurement in 5 different ways: First of all, how big is your Social Audience (Twitter followers, LinkedIn connections) and how is it growing over time? Next, how many Social Views are your Facebook page, LinkedIn, blog getting per week or month? Are the number of viewers increasing? How much Social Engagement are you seeing with your social profiles. Are people commenting, answering your questions, responding to you? Are you creating Social Advocacy? Are your tweets being retweeted? Are your blog posts generating “Likes”, is your brand getting positing reviews? Finally, are your social efforts generating Social Referrals? Are your tweets or LinkedIn updates generating website visits, referrals, and leads? There are a number of social media tracking and measurement tools available including some free ones which we’ve included later in this deck for your reference.
  • Getting Started with Social Media by Leadtail

    1. 1. Getting Started with Social Media August 29, 2011 Prepared by Carter Hostelley
    2. 2. What Social Media is NOT? It’s not a scam or fad or hype. It’s not free. It takes time. It’s not just for kids. It’s not a Facebook page. Invent an industry. Change a few words. Charge for information already used for decades. Make money. Genius.
    3. 3. What is Social Media? <ul><li>Sure, it’s about having conversations on the Internet… </li></ul><ul><li>But it’s also about creating content. </li></ul><ul><li>And sharing… lots and lots of sharing. </li></ul><ul><li>Which develops real relationships… imagine that! </li></ul><ul><li>But not overnight. It takes awhile. </li></ul><ul><li>The good news? You’re already doing it! </li></ul><ul><li>Now with social tools, you can do it even better. = ) </li></ul>
    4. 4. What is Social Media? Word of Mouth on Steroids
    5. 5. Why Should You Care? <ul><li>75% of the Global Internet population visits social networks 1 . </li></ul><ul><li>85% of social network users believe that a company should interact with customers using social media 2 . </li></ul><ul><li>80% of companies with at least 100 employees will use social networks for marketing this year 3 . </li></ul>1. The Nielsen Company; 2. Cone, 2008; 3. eMarketer <ul><li>So, your customers and prospects are doing social media (and talking about your company - are you listening?) </li></ul><ul><li>Btw, your competitors are doing it too… (and talking to your customers and prospects - are you worried?) </li></ul><ul><li>So NOW it’s time for YOU to do social media. </li></ul>
    6. 6. Imagine how hard it would be to do business if you could no longer use email… pretty hard right!? Soon, most business professionals will be thinking the same thing about… social media! Why Should You Care?
    7. 7. Remember Before You Dive In… Do Don’t Do use social media to develop real relationships with social tools (like Twitter). Don’t think social media means just having a Twitter account. Do give people reasons to talk about your business… and make it easy to do so! Don’t just talk about how great your products and services are. Do engage like a real person: with personality, opinions, and using everyday language. Don’t engage like a corporation: impersonal, boring, and using industry jargon. Do use social media to help people solve their problems. Don’t use social media to do a hard sales pitch. Do invest in social media for the long term… it will pay off! Don’t expect instant results.
    8. 8. How to Get Started? <ul><li>Determine what you want to achieve with social media. </li></ul><ul><li>Choose which social media approach you’ll use given your objectives. </li></ul><ul><li>Pick the social media tools you’ll use to build and engage your target audience. </li></ul><ul><li>Develop the right content strategy to support your social media objectives and approach. </li></ul><ul><li>Track and measure progress along the way. </li></ul>
    9. 9. Determine what you want to achieve <ul><li>Create Brand Awareness? </li></ul><ul><li>Improve Sales Prospecting? </li></ul><ul><li>Generate Leads? </li></ul><ul><li>Drive Referrals? </li></ul><ul><li>All of the Above? </li></ul>
    10. 10. Engagement & Advocacy Brand Awareness Social Advertising Advertise on social networks to reach highly-targeted audience Social Marketing Build social channels to engage customers, prospects, and influencers in real conversations Social Selling Prospecting & Lead Generation Leverage social tools to identify and engage customers and prospects Choose your Social Approach
    11. 11. Pick Social Media Tools Tools Description Monitors Web for brand and keyword mentions. How to Use Are you listening? Set up email alerts for keywords you care about such as your company, key prospects, competitors, etc. Approach Social Selling Social networking platform for business professionals. Build professional network. Research prospects and get intros. Advertise to reach business professionals. Social Selling Social Advertising Social networking and microblogging platform for everyone. Monitor what key influencers are saying. Build and engage relevant audience. Keyword advertise to grow follower base. Social Marketing Social Selling Social Advertising Social networking platform for friends and family… and (increasingly) brands. Build and engage brand audience. Launch social campaigns (i.e., offers and contests). Integrate “Like” button into all Web content. Advertise to target audience. Social Marketing Social Advertising Most popular blogging platform. Content is king. Build and engage topical audience by blogging and social sharing of blog posts. Social Marketing Social Selling Video-sharing platform and 2 nd largest search-engine on the Web. Users want to see videos from brands. Build and engage brand audience. Leverage for social campaigns. Social Marketing
    12. 12. Follow Best Practices and Avoid Pitfalls Tools Best Practices Common Pitfalls Link in to everyone so you can leverage their network for introductions, etc. Send thank you emails as LinkedIn invites. Tie-in your Twitter, RSS for more ways to interact. Tweet 3 to 5 times daily using different messages (helpful, industry-related, personal). Search keywords to find who to follow. Retweet the tweets of prospects and customers to build relationships. Don’t set up too many alerts or you may miss the alert you care most about! Don’t focus on follower quantity. Instead build quality (target audience) follower list. Don’t stop tweeting or your follower list won’t grow. Don’t forget to create a complete profile (picture and interesting bio) or you won’t attract quality followers. Use “fan-gated” pages for special offers, campaigns, and sweepstakes to build audience. Develop content strategy for daily engagement. Leverage for social branding. Not promoting FB page within customer-touch-points (website, emails, etc.). Not incorporating Like button in brand content. Not having specific content strategy to drive engagement. Not consistently blogging. Not staying on topic. Making blog posts too long (500 to 1,000 words is best). Create YouTube channel and upload all video content. Create content that engages users. Get and post user-generated content. Not making videos engaging, relevant, or shareable from user perspective. Not optimizing videos for search. Not pointing videos at your other online properties. Set up daily alerts to monitor your name and brand (reputation mgt.), competitors, key prospects, etc. Only linking to people you know well. This restricts the size and reach of your network. Not “listening” to your network and leveraging for introductions. Not completing your profile. Pick narrow topic and blog at least 2 times per month. Leverage social to distribute posts and build audience.
    13. 13. Develop Your Content Strategy Social Media is Fueled by Content (popular examples) : Create and share content frequently and consistently! News Related Entertaining Educational Promotional Personal Industry news Videos Articles Offers Activities Company news Photos Q&A Contests Experiences News commentary Apps, Games, Polls Surveys, Research Coupons Opinions News summaries Quotes Webinars Freebies Connections Interviews Top 10 Lists Tutorials Sweepstakes Questions
    14. 14. Shareable Provide highly relevant, helpful, valuable content, and it will be shared Remember to Make Your Content… Engaging Make your content intriguing, informative, interactive, fun “ Respondable” Get responses by being opinionated, have strong views, ask questions
    15. 15. Track and Measure Your Progress Categories Description Examples Social Audience Total audience size and growth of your social properties. Twitter Followers, LinkedIn connections, YouTube and Blog subscribers Social Views How often social properties are viewed over time, audience size, platform, etc. Number of Facebook views, LinkedIn views, YouTube views, blog views Social Engagement Number and frequency of interactions over time, audience size, platform, etc. Facebook wall posts, blog comments, brand mentions Social Advocacy How often content is being recommended and shared over time, audience size, platform, etc. Facebook likes, Twitter retweets, positive reviews Social Referrals Number of visits, clicks, and leads being generated from social media effort over time, audience size, platform, etc. Website visits, newsletter signups, referrals, product sales
    16. 16. Getting Started on Social Tools Tools Sign Up URL Get Started
    17. 17. Free Social Monitoring & Tracking Tools Tools Description URL Monitors Web for brand and keyword mentions. Sends email alerts. Monitors Social Web and blogs for brand mentions. Sends email alerts. Track interactions with fans and content within Facebook. Must be page admin to view. Insights Measures an individuals social influence. Want high Klout score folks recommending brand. Measures Social Engagement Social Advocacy Social Engagement Social Advocacy Social Views Social Engagement Social Advocacy Social Advocacy Link shortening tool that makes it easy to track and analyze clicks and referral sources. Social Referrals Monitors Twitter for brand and keyword mentions. Sends email alerts. Social Engagement Social Advocacy Website and blog analytics that tracks unique visits; and inbound clicks from social referrals. Social Audience Social Views Social Referrals Website and blog analytics that tracks unique visits; and inbound clicks from social referrals. Social Audience Social Views Insights
    18. 18. Thank You! Leadtail helps marketers, advertisers, and business owners with their online marketing and social media needs. Let us know how we can help you… @Leadtail (888) 330-3236