1.
7
Seven Ways Social Media
How can my business leverage
social media to improve my
bottom line?
Can
Bust or Build Your Business

2.
Bonds of Affection 1
Deceptive Techniques
 Deceptive Techniques
Spam
Troll
Bait-and-switch
Guerrilla Marketing
vs

3.
Deceptive Techniques
vs
Bonds of Affection
 Bonds of Affection
People don’t mind being customers.
People do not like being sales targets
Talk - Share - Laugh - Wonder
WITH them

4.
2
Pssst. Did you hear?
vs
Source of Encouragement  “Rumor Cascades”
by Adrien Friggeri, Lada Adamic, Dean Eckles and
Justin Cheng (2014)
 Study Results
 22% politics
 12% fake or doctored images

5.
Pssst. Did you hear?
vs
Source of Encouragement
 “Rumor Cascades”
by Adrien Friggeri, Lada Adamic, Dean Eckles and
Justin Cheng (2014)
 Study Results
 22% politics
 12% fake or doctored images
 Snopes – 45% of rumors are false; 26% turned out true
 Facebook – 62% are false; 9% turned out true

6.
Pssst. Did you hear?
vs
Source of Encouragement
 6 Steps to Being an Encourager
 Establish your brand presence
 Recognize you HAVE to respond
 Be broad
 Individualize your response
 Think 24/7
 Response procedure in place

7.
Social Networking Sites
as
News Source
 Newspapers 28.8%
 SNS 27.8%
 Radio 18.8%
 Print 6.0%

8.
Relationship Marketing
Relationship marketing is a strategy designed to foster
customer loyalty, interaction and long-term engagement.
It is designed to develop strong connections with
customers by providing them with information directly
suited to their needs and interests and by promoting open
communication.

9.
3
“Munication”
vs
Listen to Understand  com-together,
in association
 Build credibility, trust
 80/20 rule
 “Would people share this with their friends or
recommend it to others?”

10.
4
Defensive
vs
Sophisticated  Let’s fight it!
 “There must be a reason we’re not aware of…”
 Argue with the content
 Discredit the person
 Responses fueled by emotion

11.
Defensive
vs
Sophisticated
 Do these
 Show empathy
 Use friendly tone
 Use real names
 Market positive reviews
 Speak like a human
 ALWAYS offer to make it right

12.
RITE Words 5
Eat Your Words
vs

13.
Eat Your Words
vs
RITE Words
 R – elevant
 I – nteresting
 T – imely
 E - ntertaining

14.
Employee Rant
vs
Employees As Resource
 Scenario 1
On Facebook an employee threatens to punch a colleague in
the face “before the end of my shift.”
 Scenario 2
A restaurant shift supervisor is captured on a YouTube video
saying, “I literally hate customers more than anything in the
entire world… They’re terrible. It’s all about them all the
time.”
6

15.
Employee Rant
vs
Employees As Resource
 Preventive actions
 Social media policy
 Reviewed by legal counsel!
 Education
 Allow social media to become part of the workday

16.
Employee Rant
vs
Employees As Resource
 Allow social media to become part of the workday
 Crucial Conversations (David Maxfield, Mike Rognlien, 2014)
 Studied 2,698 people
 1 in 3 used SM to further work-related projects
 3 in 5 have better work relationships because of SM access

17.
Apathy
vs
We Are Open!
 Apathy
Inconsistency
Uncaring
Old school
Did you close?
7

18.
Apathy
vs
We Are Open!
 Understand the Best Practices of your business’ social
media sites
 Facebook is NOT Twitter
 Twitter is NOT Instagram
 Instagram is NOT Pinterest
 Pinterest is NOT LinkedIn

19.
Final Thoughts
 Your customers like for you to be engaged with them.
 You are building relationships.
 It’s not about how YOU use SM, it’s about how your
customers use SM.
 Be where your customers are.
 Your 17-year old does not have the staying power to be
your social media marketing strategist.

20.
Discussion