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Seven Ways Social Media Can Bust Or Build Your Business

Recently, the team of Polka Dot Impressions shared with the Fort Bend Chamber of Commerce at their Lunch & Learn. The event was sponsored by CustomHeard, and it focused on ways social media marketing can help, or hurt, your business. If you have questions about this presentation, just email us at: support@polkadotimpressions.com

Or, view this presentation with our notes here:
http://polkadotimpressions.com/2014/08/25/social-media-can-build-business/

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Seven Ways Social Media Can Bust Or Build Your Business

  1. 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. 2. Bonds of Affection 1 Deceptive Techniques  Deceptive Techniques Spam Troll Bait-and-switch Guerrilla Marketing vs
  3. 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. 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. 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. 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. 7. Social Networking Sites as News Source  Newspapers 28.8%  SNS 27.8%  Radio 18.8%  Print 6.0%
  8. 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. 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. 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. 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. 12. RITE Words 5 Eat Your Words vs
  13. 13. Eat Your Words vs RITE Words  R – elevant  I – nteresting  T – imely  E - ntertaining
  14. 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. 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. 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. 17. Apathy vs We Are Open!  Apathy Inconsistency Uncaring Old school Did you close? 7
  18. 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. 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. 20. Discussion

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