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Secrets to Converting Customers Using Social Media

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Andy Melchior slide deck for his presentation at The Profit Experts Symposium. And covers the following in depth: Pinterest, Yelp, and Content Marketing.

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Secrets to Converting Customers Using Social Media

  1. 1. SECRETS TO SOCIAL MEDIA ROI   <ul><li>Andrew Melchior, Co-Founder </li></ul><ul><li>[email_address] @atraine </li></ul>
  2. 2. Social Media is BUZZING… But what is it? <ul><ul><li>A group of Internet-based applications that build on the ideological and technological foundations of the Web, and that allow the creation and exchange of user-generated content </li></ul></ul>
  3. 3. Three Ships Media
  4. 5. <ul><ul><li>&quot;I happen to know that companies like ZAGG generate thousands of dollars through Facebook by posting discounts or information about new products. In the future, don’t be surprised if Facebook allows purchase and checkout directly from its platform.&quot; Scott Cowley - ZAGG in-house, SEO Ninja </li></ul></ul>
  5. 6. <ul><ul><li>  &quot;Social media is an opportunity for us to engage with consumers and have a conversation, which is different than paid media, when you're just shouting through a bullhorn.&quot;  Jeremy Morgan - Senior VP of Marketing </li></ul></ul><ul><ul><li>Founded in 2007 </li></ul></ul><ul><ul><li>From 3 – 150 locations </li></ul></ul><ul><ul><li>Coupons etc. via Facebook (67K followers) </li></ul></ul>
  6. 8. What We Always Hear and Read <ul><ul><li>Join / create a community… </li></ul></ul><ul><ul><li>Start blogging… </li></ul></ul><ul><ul><li>Create a Facebook page… </li></ul></ul><ul><ul><li>Get on Twitter and start tweeting… </li></ul></ul><ul><ul><li>You’ve got to interact with your customers online… </li></ul></ul><ul><li>All true , but we are not going to cover this today </li></ul>
  7. 10. What We Will Cover Today <ul><ul><li>What’s Hot? </li></ul></ul><ul><ul><li>A No Brainer? </li></ul></ul><ul><ul><li>SM to Improve Rank in SERP’s </li></ul></ul>
  8. 11. <ul><ul><li>What is Pinterest? </li></ul></ul><ul><ul><ul><li>Pinterest (launched in March 2010) is a virtual pinboard that let's you bookmark to organize and share all the beautiful things you find on the web </li></ul></ul></ul><ul><ul><ul><li>You can create your own pinboards and you can browse other people's boards as well </li></ul></ul></ul><ul><ul><li>Core difference with Pinterest </li></ul></ul><ul><ul><ul><li>It says Look at THIS, instead of Look at ME! </li></ul></ul></ul><ul><ul><li>Pinterest is the Twitter of 2012 </li></ul></ul>What’s Hot
  9. 12. <ul><ul><li>Traffic grew by 429% from 9/11 through 12/11 to roughly 7.2 M in Dec. </li></ul></ul>
  10. 13. <ul><ul><li>Broke the 10 Million mark in January 2012 becoming the fastest independent site to hit 10 M uniques/month in the U.S. </li></ul></ul>
  11. 14. Percent of Pinterest traffic coming from female users Source: Experian
  12. 15. Percentage of Pinterest users between 25-44 yrs old Source: Experian
  13. 16. Percentage of retail referring traffic Pinterest accounted for during January 2012 Facebook = 26.4% Twitter = 3.61% Source: Shareaholic
  14. 19. Travel companies and conferences companies use Pinterest to promote locations
  15. 20. DSM uses Pinterest to highlight recent content marketing and infographic pieces
  16. 21. NORDSTROM uses Pinterest to highlight their fashion lines
  17. 22. Utah based ZAGG features products, gadgets, other related things
  18. 23. Gifts for Bloggers - Product retailers are making pinboards specific to markets GET CREATIVE!!!
  19. 24. <ul><ul><li>Technically Speaking… </li></ul></ul><ul><ul><ul><li>“ Wanted to prove how easy it is to use Pinterest. Taught my son. Now he's pinning his favorite things (video games, books, etc) + things he wants (great for us - we won't have to guess when it's his birthday)” </li></ul></ul></ul><ul><ul><ul><ul><li>Janet Thaeler @newspapergrl </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Her Pinterest board for small </li></ul></ul></ul></ul><ul><ul><ul><ul><li>businesses: </li></ul></ul></ul></ul><ul><ul><ul><ul><li>http://pinterest.com/pinterestbiz </li></ul></ul></ul></ul>
  20. 25. Leveraging <ul><ul><li>Create a company account </li></ul></ul><ul><ul><li>Create boards for your products, services, interests </li></ul></ul><ul><ul><li>Pin images to your newly created boards </li></ul></ul><ul><ul><li>Make sure your pins are shared on your company Facebook and Twitter profiles </li></ul></ul>
  21. 26. Leveraging <ul><ul><li>Make sure your site is optimized for Pinterest </li></ul></ul><ul><ul><ul><li>Anything that is programmed in Flash CANNOT be pinned </li></ul></ul></ul><ul><ul><ul><li>Many JavaScript image preview tools block the option for pinning </li></ul></ul></ul><ul><ul><li>Test, Test, Test </li></ul></ul><ul><ul><ul><li>Use the bookmarklet tool from Pinterest on your own site </li></ul></ul></ul><ul><ul><ul><li>Pinterest also offers a “Pin It” button you can add to products, images, etc. </li></ul></ul></ul><ul><ul><ul><li>There are Plugins out there for WordPress </li></ul></ul></ul>
  22. 27. <ul><ul><li>Yelp is an online urban city guide that helps people find cool places to eat, shop, drink, relax and play, based on the informed opinions of a vibrant and active community of locals in the know </li></ul></ul>No Brainer
  23. 28. <ul><ul><li>This is where I eat donuts! </li></ul></ul>Reviews Breakdown
  24. 29. <ul><ul><li>Founded in 2004 </li></ul></ul><ul><ul><li>Approx 66 million monthly uniques in Q4 2011 </li></ul></ul><ul><ul><li>Yelpers have written over 25 million local reviews </li></ul></ul><ul><ul><li>In addition to reviews, you can use Yelp to find events, lists and to talk with other Yelpers </li></ul></ul><ul><ul><li>Roughly 35% of users access Yelp via Yelp’s mobile apps </li></ul></ul>
  25. 31. <ul><ul><li>Don’t pigeonhole Yelp! </li></ul></ul>
  26. 32. <ul><ul><li>Real life example… </li></ul></ul>
  27. 33. Leveraging
  28. 34. <ul><ul><li>Business Accounts Get: https://biz.yelp.com/ </li></ul></ul><ul><ul><ul><li>Analytics and Stats </li></ul></ul></ul><ul><ul><ul><li>You can respond to reviews </li></ul></ul></ul><ul><ul><ul><li>Add business photos </li></ul></ul></ul><ul><ul><ul><li>Advertising options </li></ul></ul></ul><ul><ul><ul><li>Additional features </li></ul></ul></ul>
  29. 35. <ul><ul><li>Optimize your page/listing </li></ul></ul><ul><ul><ul><li>Professional photos </li></ul></ul></ul><ul><ul><ul><li>Detailed business info </li></ul></ul></ul><ul><ul><ul><li>Correct website URL </li></ul></ul></ul><ul><ul><ul><li>Correct phone number </li></ul></ul></ul><ul><ul><ul><li>Correct address </li></ul></ul></ul><ul><ul><ul><li>Offer coupons/specials </li></ul></ul></ul><ul><ul><ul><li>Offer check-in offers </li></ul></ul></ul>
  30. 36. <ul><ul><li>Policy – Yelp has advised business owners not to offer incentives for reviews </li></ul></ul>
  31. 37. <ul><ul><li>How to get reviews: </li></ul></ul><ul><ul><ul><li>Ask where they found you… mention Yelp </li></ul></ul></ul><ul><ul><ul><li>Post a Yelp sticker on your door, window, etc. </li></ul></ul></ul><ul><ul><ul><li>Post Yelp reminders on printed materials </li></ul></ul></ul><ul><ul><ul><li>Post and link to your Yelp page from your website </li></ul></ul></ul><ul><ul><ul><li>Talk to your customers… mention Yelp and what great finds you’ve come across using it </li></ul></ul></ul>
  32. 38. Using Social Media to Improve Rank in SERP’s <ul><ul><li>Use social media strategically to improve rank in SERP’s to benefit in both social and SEO </li></ul></ul>Breakdown of External Traffic Sources to Content Source: Outbrain
  33. 39. Social Signals <ul><ul><li>Social signals are social shares (votes) of your website content including: Facebook likes, Tweets, etc. </li></ul></ul><ul><ul><li>Social signals now help improve rank in SERP’s on a domain, page, and keyword level </li></ul></ul>
  34. 40. Content Marketing = Rank = ROI <ul><ul><li>Publish strategic content on your domain to bait social votes, shares, and acquire traffic from social domains </li></ul></ul><ul><ul><li>Could include: </li></ul></ul><ul><ul><ul><li>Written blog posts (list posts) </li></ul></ul></ul><ul><ul><ul><li>Infographics </li></ul></ul></ul><ul><ul><ul><li>Video </li></ul></ul></ul><ul><ul><ul><li>Images </li></ul></ul></ul><ul><ul><ul><li>Controversial thoughts/data </li></ul></ul></ul>
  35. 41. Title <ul><ul><li>Text </li></ul></ul><ul><ul><li>Text </li></ul></ul><ul><ul><li>Bullet </li></ul></ul>
  36. 43. Content Marketing = Rank = ROI
  37. 44. Title <ul><ul><li>Text </li></ul></ul><ul><ul><li>Text </li></ul></ul><ul><ul><li>Bullet </li></ul></ul>
  38. 45. Title <ul><ul><li>Text </li></ul></ul><ul><ul><li>Text </li></ul></ul><ul><ul><li>Bullet </li></ul></ul>
  39. 46. Content Marketing Benefits <ul><ul><li>Primary objectives </li></ul></ul><ul><ul><ul><li>Rank improvement = ROI </li></ul></ul></ul><ul><ul><ul><li>Links </li></ul></ul></ul><ul><ul><li>Secondary objectives </li></ul></ul><ul><ul><ul><li>Social shares </li></ul></ul></ul><ul><ul><ul><li>Traffic </li></ul></ul></ul><ul><ul><ul><li>Users with informative information </li></ul></ul></ul>
  40. 47.   <ul><li>Andrew Melchior, Co-Founder </li></ul><ul><li>dreamsystemsmedia.com </li></ul><ul><li>andrew @ dreamsystemsmedia .com @atraine </li></ul>THANK YOU! Download: http://www.SlideShare.net/MattSiltala

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