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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  • Introduce myself, give my background, history of DSM. Also mention SLC|SEM event that is happening tonight as well.
  • As the title of my presentation points out, I’m going to be talking about social media today. I thought it would be best to define it so we are all on the same page as business owners today. The Wikipedia definition is as follows… However, there are much simpler ways to define social media websites out there today. The other night my wife asked me… what the heck is Instagram anyway, and I responded by saying: “It’s an easy way for you to share vintage photo’s of the donut you just ate.”
  • Thanks to Three Ships Media for the great answer. This is an easier way to understand social media… by platform. Social media allows us to share what happening in our lives and different platfoms allow different ways to do that. Here is a simple breakdown of many of those platforms.
  • Whether you’re a business owner, executive, employee, or consumer… you’ve heard about social media and have probably heard business owners tout the power of social media for their business. But that leaves every one asking, how can I do the same. How can I use social media to drive revenue for my business?
  • How can you be like Zagg… a company based right here in Utah that uses social media heavily in their marketing mix.
  • How can you be like smashburger that has grown from 3 to 150 locations and primarily attributes their success to social media.
  • This is the question I’m going to try and answer for you today. I’m hoping to give you some specific solutions that can help you as a small business to generate some customers via social media.
  • BECAUSE… you can Google it and read all 339 Million results and most of them will tell you this same thing and many will give you lots of examples of how to become part of the community, get on Twitter, create a facebook page, and start interacting with your customers online.
  • You’ve gotta talk about what’s HOT when it comes to social media. This tech space moves quickly and you’ll get left behind if you’re not moving with it. Pinterest is the Twitter of 2012. If you’ve been doing any reading lately online about social media you probably have read several articles about Pinterest.
  • Pinterest has had amazing growth in recent months. Compared to, a similar service provider, that launched in Feb. 2007.
  • Now if the growth from Sept 11 through Dec. 11 isn’t exciting enough, look at their growth during January 2012.
  • This user-base is NOT the typical user-base as early adopters of a new social media platform. Much of the female user-base is coming from middle America, not the west coast and not a young male audience like you often find are the early adopters in the highly tech savvy space of social media.
  • This user-base is also a much older audience. Often times you find the early adopters of a new social media platform are much younger with the bulk of the user-base falling between the ages of 20-30 yrs. old.
  • The number 3.6% may not seem like a BIG number, but this is HUGE. The concept her is that Pinterest is referring 3.6% of the traffic on the web as a whole when it comes to retailers. That puts them third overall when you look at referring URL’s, meaning you’re leaving out search engines. Facebook is the clear giant in this space with 26% of the traffic, but Pinterest follows Twitter, by hair thin margin of 1/100 th and think of the BUZZ Twitter generates out there in the media, etc.
  • Large companies are joining. Using Pinterest to show their products, industry, related images, etc.
  • Start by showing how some companies are using Pinterest creatively to show off their products, etc.
  • Get creative. Think how can I use Pinterest to sell my products, services, etc. If you’re a craft company, show your crafts on Pinterest. If you’re a restaurant take pictures of all your meals and feature them on a board at Pinterest. If you’re a plumber snap a photo of each job you complete and then drop those pictures on your blog and then PIN them. You need to think outside the box here.
  • Get creative. Think how can I use Pinterest to sell my products, services, etc. If you’re a craft company, show your crafts on Pinterest. If you’re a restaurant take pictures of all your meals and feature them on a board at Pinterest. If you’re a plumber snap a photo of each job you complete and then drop those pictures on your blog and then PIN them. You need to think outside the box here.
  • It’s easy to use from a technical level. If you spend 10 min. using Pinterest you’ll know how to use it and apply some of the creative thoughts you’ve had to grow your business using social media.
  • Yelp can be a very powerful tool in the social media realm to drive people to your local store.
  • Going back to earlier in the presentation, Yelp is where I eat my donuts. Yelp allows users to check into and review local businesses. They use a star rating so users can rate businesses from 1-5 stars with 5 starts being the best.
  • You may only have 5-10 competitors in your area and of those only 1/3 of them are on Yelp and you’re ranked well and rated well on Yelp… that is MONEY.
  • Last week I was forced to spend 7 days in Hawaii. Even worse, I had to spend it with my spouse, and my business partners and their spouses… and a great friend of mine and his spouse. Boy was it rough. We stayed in an amazing beach house south of Kailua. During my 7 days there I used Yelp many times to find places to eat, etc. We found this local place called Sweet Home Waiamanalo and boy was it a hit. I ate here 5 times in 7 days. Similar with the rest of the group. Each time we went in there we spend a lot of money. We loved it. Thank you Yelp. I also found a dive shop via Yelp and spent $1500 with them.
  • Start by showing how some companies are using Pinterest creatively to show off their products, etc.
  • Start by showing how some companies are using Pinterest creatively to show off their products, etc.
  • You can combine an on domain content marketing strategy by publishing great social content and getting lots of shares, votes, traffic, etc. The trick here is putting out content that is social worthy.
  • Use creative written list posts to bait reTweets and facebook shares. Then use that asset to build internal links, pass juice, boost keyword rank for your targeted terms.
  • 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> </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: </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> </li></ul><ul><li>andrew @ dreamsystemsmedia .com @atraine </li></ul>THANK YOU! Download: