Using Social Media to Grow Your Business and Your Brand


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Using Social Media to Grow Your Business and Your Brand

  1. 1. Using Social Media to Grow Your Brand & Business October 6, 2011 Presented by: Leslie Vickrey & Michelle Krier Confidential information.
  2. 2. Q & A on Twitter <ul><li>We want to hear from you!... </li></ul><ul><li>Send us your questions or comments via Twitter, and we’ll address them during this event </li></ul><ul><ul><li>Include the following hashtag #smallbizweek </li></ul></ul><ul><ul><li>Your tweet will show up in our conversation, and be open for the public to view—we look forward to replying to your messages from there </li></ul></ul><ul><ul><li>Also, follow us at: </li></ul></ul><ul><ul><ul><li>@ITABUZZ </li></ul></ul></ul><ul><ul><ul><li>@lvickrey </li></ul></ul></ul><ul><ul><ul><li>@michellekrier </li></ul></ul></ul><ul><ul><ul><li>@clearedgemktg </li></ul></ul></ul>
  3. 3. About ClearEdge Marketing <ul><li>About ClearEdge Marketing </li></ul><ul><ul><li>Founded in 2006, ClearEdge is an award-winning marketing firm headquartered in Chicago, IL </li></ul></ul><ul><ul><li>Clients are professional services, software and staffing firms </li></ul></ul><ul><ul><li>Operate on a unique and flexible outsourced marketing model </li></ul></ul><ul><ul><ul><li>Become virtual department on a monthly retainer or project basis </li></ul></ul></ul><ul><ul><ul><li>Special forces for internal marketing when bandwidth needs arise </li></ul></ul></ul><ul><ul><ul><li>Offer growth companies an opportunity to invest in marketing without carrying the overhead of an entire department </li></ul></ul></ul><ul><ul><li>Team of strategic and tactical marketing professionals with experience managing global marketing operations </li></ul></ul><ul><ul><ul><li>Strategists, Project Managers, Writers, Designers, Developers </li></ul></ul></ul>
  4. 4. Having a Little Fun: Social Trivia
  5. 5. Having a Little Fun: Social Trivia
  6. 6. POLL <ul><li>ALL IN : Profiles in numerous networks, tweeting, blogging, hashtagging, etc. </li></ul>HOW “IN” TO SOCIAL MEDIA ARE YOU? B. HALFWAY IN : Registered with several networks but usage is limited C. BARELY IN: I rarely use social media in any form. D. NOT IN: I do not use social media at all
  7. 7. Social Media 10 1
  8. 8. Defining Social Media
  9. 9. Social Media is big. <ul><li>If Facebook were a country it would be the world’s 3RD LARGEST </li></ul><ul><li>– Social Media Today </li></ul><ul><li>Social networks and blogs reach 80% of active U.S. internet users – Nielsen </li></ul><ul><li>Facebook’s user base is 2X’S THE SIZE of the U.S. population </li></ul><ul><li>Social networks and blogs count for nearly a quarter of the time spent on the Internet in the U.S. </li></ul><ul><li>4 Billion: pieces of information shared on Facebook each day </li></ul><ul><li>10,000: number of YouTube </li></ul><ul><li>brand partners </li></ul><ul><li>381,576,305: number of Foursquare check-ins in 2010 </li></ul><ul><li>– Mashable Infographics 2011 </li></ul>
  10. 10. The POWER of Social Media The individual AT THE CENTER of the world . <ul><li>Power to edit and create content </li></ul><ul><li>Tools to share and broadly distribute content and media. </li></ul><ul><li>Forums for easy, regular and low-cost communication and congregation </li></ul><ul><li>Regular, broad contact with networks of influence and networks that influence </li></ul>
  11. 11. People Trust People 78% of consumers trust people (even strangers) over traditional marketing and advertising.
  12. 12. CrowdSPRING
  13. 13. POLL <ul><li>Facebook </li></ul>Which of the BIG social media sites is your business on? B. LinkedIn C. Twitter D. All
  14. 14. The BIG Three 1 2 3
  15. 15. POLL <ul><li>200 million </li></ul>How many active users does Facebook have? B. 600 million C. 800 million D. 1 billion
  16. 16. POLL <ul><li>200 million </li></ul>How many active users does Facebook have? B. 600 million C. 800 million D. 1 billion
  17. 17. <ul><li>Every month, more than 500 million people use an app on Facebook </li></ul><ul><li>More than 2 billion posts are liked and commented on per day </li></ul><ul><ul><ul><ul><li>– B2B Online </li></ul></ul></ul></ul><ul><li>More than 300,000 businesses have a Facebook presence </li></ul><ul><li>Average user: 130 friends, connected to 80 community pages, groups and events </li></ul>The Stats…
  18. 18. Infographic Insights – Infographic and Data Source: 2011
  19. 19. Facebook Marketing Examples DO run contests – 12 comments re: winners… DO respond to comments…
  20. 20. Facebook Marketing Examples DO engage your community… DO utilize the photo strip to promote products…
  21. 21. Facebook Marketing Examples DO promote and encourage reviews… DO run specials…
  22. 22. Facebook Marketing Examples DO take advantage of relevant mainstream media to drive traffic into the storefront (online or in person)… DO build credibility, post pictures…
  23. 23. Key Takeaways – Facebook <ul><li>Make your page about something bigger than just your products or services </li></ul><ul><li>Give fans a reason to “like” your page (discounts, insider news, giveaways, contests, etc.) </li></ul><ul><li>Ask questions to increase engagement </li></ul><ul><li>Monitor for customer service inquiries </li></ul><ul><li>Find creative ways to keep fans on your page (games, apps, videos, etc.) </li></ul><ul><li>Ask fans to join your mailing list or register for deals </li></ul><ul><li>Integrate across multiple marketing channels </li></ul>
  24. 24. The BIG Three 1 2 3
  25. 25. <ul><li>More than 120 million members in over 200 countries </li></ul><ul><li>B2B marketers cite LinkedIn as their most important social channel - B2B Online </li></ul><ul><li>There were nearly two billion people searches on LinkedIn in 2010 </li></ul><ul><li>The world’s largest professional network </li></ul>The Stats…
  26. 26. POLL <ul><li>2 per second </li></ul>How quickly do professionals (new members) join LinkedIn ? B. 2 per every 30 seconds C. 2 per minute
  27. 27. POLL <ul><li>2 per second </li></ul>How quickly do professionals (new members) join LinkedIn ? B. 2 per every 30 seconds C. 2 per minute
  28. 28. Infographic Insights LinkedIn March 2011 LinkedIn March 2011 LinkedIn September 2011
  29. 29. LinkedIn Marketing Examples DO have employees link to your website and blog… DO set up your company profile completely…
  30. 30. LinkedIn Marketing Examples DO try to demonstrate a common theme among employees DO try to solicit recommendations for your products/services DO set up the news feed for your company profile (blog, twitter, etc.)…
  31. 31. LinkedIn Marketing Examples DO ask questions to engage your community… DO create actionable, targeted ads…
  32. 32. LinkedIn Marketing Examples DO take advantage of highlighting your company’s products or services…
  33. 33. Key Takeaways <ul><li>Fill out your company profile completely </li></ul><ul><li>Have your employees link to your website </li></ul><ul><li>Link content via applications (blog, Twitter feed, etc.) </li></ul><ul><li>Post events – and invite connections </li></ul><ul><li>Join groups and participate </li></ul><ul><li>Ask for recommendations (and give recommendations!) </li></ul><ul><li>Integrate across multiple marketing channels </li></ul><ul><li>Consider advertising </li></ul>
  34. 34. The BIG Three 1 2 3
  35. 35. POLL <ul><li>10 million </li></ul>About how many Tweets go out per day? B. 50 million C. 200 million C. 100 million
  36. 36. POLL <ul><li>10 million </li></ul>About how many Tweets go out per day? B. 50 million D. 200 million C. 100 million
  37. 37. <ul><li>More than 200 million registered accounts </li></ul><ul><li>Twitter traffic (Tweets processed) has increased by 110% since January 2011 </li></ul><ul><li>More than 100 million active users (logged in within the last month) </li></ul><ul><li>World’s biggest microblogging service </li></ul>The Stats…
  38. 38. Infographic Insights – Infographic and Data Source:Lab42 2011
  39. 39. Twitter Marketing Examples DO cross promote via multiple marketing channels…
  40. 40. Twitter Marketing Examples DO thank partners, promote contests, encourage participation
  41. 41. Twitter Marketing Examples DO live tweet/promote hash tags for events, post pictures
  42. 42. Twitter Marketing Examples
  43. 43. Twitter Marketing Examples DO use Twitter’s advanced search to find people who meet the profile of your target audience
  44. 44. Twitter Marketing Examples
  45. 45. Key Takeaways <ul><li>Grab your company name if you haven’t already </li></ul><ul><li>Share information — promote your business, RT others, respond </li></ul><ul><li>Monitor customer service inquiries (and know how to look for DMs, who’s tweeting your tweets, etc.) </li></ul><ul><li>Use advanced search options to locate opportunities </li></ul><ul><li>Integrate across multiple marketing channels </li></ul><ul><li>Use a Twitter management tool (HootSuite, TweetDeck) </li></ul>
  46. 46. Social Media’s Branding and Marketing Opportunities
  47. 47. People are talking about your brand . ARE YOU LISTENING?
  48. 48. Free Listening & Monitoring Tools <ul><li>General </li></ul><ul><li>Google Reader/Google Alerts </li></ul><ul><li>Social Mention and/or Alecta </li></ul><ul><li>Feed Informer </li></ul><ul><li>BackType Alerts </li></ul><ul><li>Blogosphere </li></ul><ul><li>BlogPulse </li></ul><ul><li>Technorati </li></ul><ul><li>Google Advanced Blog Search </li></ul><ul><li>IceRocket </li></ul><ul><li>Twitter </li></ul><ul><li>Twilert </li></ul><ul><li>Tweetdeck </li></ul><ul><li>Tweetbeep </li></ul><ul><li>Twitter Analyzer </li></ul><ul><li>Facebook </li></ul><ul><li>Facebook Search </li></ul><ul><li>Openbook </li></ul>
  49. 49. Keywords you use on your website or in your analytics What to Listen For Products and services Company, leader and SME mentions Causes you support Your events/news/PR Customer compliances, compliments, questions Campaigns you’re managing The competition
  50. 50. The things your customers, competitors, investors, etc. think you are doing right Ways to improve – learn to look at negative social media feedback as a gift Ideas for new promotions, products, services and events What industry peers, leading thinkers and subject matter experts are talking about What to You Will Learn
  51. 51. Listening in Action: B2C <ul><li>Blogger tries App, thinks it clunky </li></ul><ul><li>Writes a blog, posts a video </li></ul><ul><li>Stride social media team responds within a day </li></ul><ul><li>Kindly acknowledges issues and changes coming </li></ul><ul><li>Sends box of product </li></ul><ul><li>Blogger blogs story again to thousands </li></ul><ul><li>PR and brand win! </li></ul>
  52. 52. Listening in Action: B2B <ul><li>Listen for Leads program </li></ul><ul><li>Massive network of company blogs </li></ul><ul><li>Leading builder of SM analytics </li></ul>
  53. 53. ARE YOU SHARING?
  54. 54. How to Share <ul><li>Post & Update: Sites, networks, groups and fan pages </li></ul><ul><li>Blog: Identify SMEs, company voices and let them blog </li></ul><ul><li>Diversify: Video, presentations, slide decks (SlideShare), articles, etc. </li></ul><ul><li>Reward: Coupons, discounts, events, contests, congrats, etc. </li></ul>
  55. 55. Share the Content Followers Want Will it benefit them (learning, laughter, etc.?) Be Authentic in Voice and Activity Use one voice and make the content real Update Frequently Respond to Comments, Questions, Likes, etc. Collaborate with Experts Good Content Comes from Good Partnerships Best Practices in Sharing
  56. 56. Sharing in Action: B2C <ul><li>Built Social Community: HDTalking </li></ul><ul><li>Content comes from owners and users </li></ul><ul><li>Photos, jokes, parts and model advice </li></ul><ul><li>Mechanics on call 24/7 </li></ul>
  58. 58. Leverage Alternative Social Networks Stake out new ground away from your competitors Content Syndication Get partners, industry groups, etc. to share and post your content Create Dynamic Communities Bring experts, consumers, fans, etc. together under your brand banner Create Fans by Engaging Genuinely & Creatively Invite to share, engage, play, visit, comment. Give an active role Best Practices in Brand Expansion
  59. 59. Branding in Action: B2C <ul><li>Huge Twitter & Facebook Presence </li></ul><ul><li>YouTube Channel </li></ul><ul><li>My Starbucks Idea – customers share </li></ul><ul><li>Ideas in Action – employees share </li></ul>
  60. 60. Branding in Action: B2B <ul><li>Creation of interactive social network for promoting LED use, not the brand, company or its products </li></ul><ul><li>Includes blog posts, photo sharing, contests and humorous videos </li></ul>
  62. 62. Best Practices in Growing the Business <ul><li>Treat Social Media Like a Lead Generation Tool </li></ul><ul><ul><li>Identify, listen to and engage prospects </li></ul></ul><ul><li>Boost SEO and Search Rankings </li></ul><ul><ul><li>It’s competitive: without strong SM tools and presence it will be hard to hold high SEO rankings and build traffic </li></ul></ul><ul><li>Find New Customers, Maintain Old Ones </li></ul><ul><ul><li>Create social sites and content that will attract potential customers and keep existing ones engaged and loyal </li></ul></ul><ul><li>Target, Target, Target </li></ul><ul><ul><li>Use social media sites and advertising tools to narrowly focus on key audiences and improve marketing spend </li></ul></ul>
  63. 63. What Are Small Businesses Doing? – Mashable Infographic 2011
  64. 64. What Are Small Businesses Doing? – Mashable Infographic 2011
  65. 65. In Action <ul><li>Sr. Account & Business Development Executive </li></ul><ul><li>Joined LinkedIn, active in user groups </li></ul><ul><li>Goal: To promote events (and brand) on group sites </li></ul><ul><ul><li>Sample event posting to promote Annual User Conference on industry group page </li></ul></ul>
  66. 66. In Action <ul><li>After 1 Posting: </li></ul><ul><ul><li>Two unsolicited testimonials re: event </li></ul></ul><ul><ul><li>One prospect attended based on post </li></ul></ul><ul><ul><li>Another LinkedIn group member recommended an MK solution to a mutual client </li></ul></ul>
  67. 67. In Action
  68. 68. Ready to Take Action?
  69. 69. <ul><li>Identify and Target places where clients, prospects, industry experts, candidates and partners are meeting, interacting and networking . </li></ul>
  70. 70. <ul><ul><li>Find Out What Is Being Said </li></ul></ul><ul><ul><li>by clients, candidates, alumni, competitors, pundits, prospects, the media, etc. </li></ul></ul>
  71. 71. Build Presence on Key Sites Begin with the sites that matter most for your business.
  72. 72. The BIG Three + + Industry & Niche Sites + +
  73. 73. <ul><ul><li>Identify & Leverage Team Members who can contribute thought leadership, industry insights, community knowledge, fun engaging content, etc . </li></ul></ul>
  74. 74. <ul><ul><li>Measure & Monitor Use today’s myriad of free monitoring tools measure and analyze how you’re doing. </li></ul></ul>
  75. 75. Lessons L earn ed <ul><li>You can’t jump in. Listen, learn, target and engage </li></ul><ul><li>Build communities with care . If you want to succeed you need the right audience </li></ul><ul><li>Measure for success </li></ul><ul><li>Engage employees for content and insight </li></ul><ul><li>Focus on quality not quantity </li></ul>
  76. 76. Having a Little Fun: Social Trivia
  77. 77. Having a Little Fun: Social Trivia
  78. 78. It’s Your Turn… Questions? Comments?
  79. 79. Contact Us Anytime! Leslie Vickrey, President of ClearEdge Marketing Tel: 312.731.3149 Email: [email_address] Twitter: @lvickrey LinkedIn: Facebook: Michelle Krier, Sr. Director – Marketing & Social Media Tel: 414.617.3103 Email: [email_address] Twitter: @michellekrier LinkedIn: Facebook: Copyright ClearEdge Marketing
  80. 80. Resources <ul><li> - info on free social media listening tools </li></ul><ul><li> - more notes on social media listening tools </li></ul><ul><li> - social media - what to listen for </li></ul><ul><li> - IBM listening for leads </li></ul><ul><li> - CISCO case study – viral video </li></ul><ul><li> - small business infographic </li></ul><ul><li> - smartest brands in social media article </li></ul><ul><li> - STRIDE gum case study – listening in action </li></ul><ul><li> –Harley Davidson case study </li></ul><ul><li> - Starbucks case study </li></ul><ul><li> - CREE case study </li></ul><ul><li> - Infographic on social media strength </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul>