This 1953 episode of I Love Lucy – “Lucy Goes to the Hospital” is one of the highest rated TV shows ever, getting more than 70% of U.S. TV viewing households tuning in.The Super Bowl this year got about 46% - which still made it one of the most watched telecasts in U.S. television history.Mass media is gone. Our communication channels have been fragmented.Now we think about five kinds of media.
No. 1: Commit to it!Whether internal or external, you’ve got to find the resources.time (people), skills/expertise, ToolsReasonable, measurable goalsA chance for it to work (6 months – 1 year)Amount of resources and types of resources will depend on your strategyNo. 2: Focus!Better to pick one or two platforms that make sense and do them well than try to be on every platformHave a strategy and execute it consistently over timeNo. 3: Measure, assess and optimizeMeasure and learn from the results – what’s working, what’s notSeek to improve over timeNo. 4: Use toolsLots of different tools for managing and measuring social mediaRange from free/very cheap to hundreds or thousands of dollars/monthUsually with more expensive tools your trading money for time (you can do the same things without these expensive tools, but it might take you more hours – key is understanding the relative costs)
B2B Social Media
B2B Social Media How Social Media Means Business (or, this isn’t your teenager’s Facebook account)Presented by RLF Communications and First Citizens Bank Ideas. Strategy. Service. www.rlfcommunications.com
1. Boost Your Brand• Establish and protect your brand online.• Make your company easier to find online.• Identify and correct things that threaten your brand.• Turn customers into advocates.• Position your company as subject experts.
2. Drive Sales• Help customers find you.• Help you find customers.• Generate traffic to your website.• Send phone calls to your business.• Help people find your location(s).• Drive referrals.• Help make the sale.
3. Lower Costs• Customer service after the sale.• Tech support.• Research competitors, new potential products, new potential services.• Provide information to clients.• Reduce other marketing costs.• Increase efficiency in sales & marketing activities.
Yes, It’s Measurable• Web traffic• Numbers of phone calls• Reach in your social media channels• Activity in your social media channels• Cost reductions• Sales increases (before social, after social)• Search engine rankings• Etc.
Elements of a Plan1. Decide on goals.2. Determine what to measure.3. Develop strategy: • Sharing useful content? • Contests & promotions? • Crowdsourcing?4. Choose platforms (LinkedIn, Twitter, etc.)
Commitment, Tools & Best Practices• No. 1: Commit to it!• No. 2: Focus!• No. 3: Measure, assess & optimize• No. 4: Use tools
Free & Cheap Tools to Start with• Hootsuite• Google Alerts• Google Analytics• Tools built into platforms (ex. Facebook Insights)
Takeaways - LinkedIn• Complete profiles for sales people, key employees.• Complete your company page.• Share content regularly (original and others’).• Have key people participate in groups (build relationships; don’t spam).• Consider LinkedIn advertising.
Takeaways - Twitter• Complete your bio and photo.• Follow people to get followers.• Use lists to manage followers, target subgroups.• Share content, be helpful, don’t spam.• Consistency and time are key.• Lots of tools out there.