Social Media Marketing for Solar Professionals PRESENTED BY STEPHANIE POWERSHAGERSTOWN COMMUNITY COLLEGE HAGERSTOWN, MD SAPOWERS@HAGERSTOWNCC.EDU 240-500-2490
Agenda 21st Century Marketing Where does social media fit? Specific Opportunities for the Solar Industry Strategies and Best Practices Questions/Discussion/Idea Sharing
What is Marketing? “Marketing is everything you do to promote your business, from the moment you conceive of it to the point at which customers buy your product or serviceand begin to patronize your business on a regular basis. The key words to remember are EVERYTHING and REGULAR BASIS.”-Jay Conrad LevinsonAuthor of the Guerrilla Marketing series
A New Economy Old Economy New EconomyOrganized by products Organized by customer segmentsFocused on transaction value Focused on the lifetime customer valueShareholder Stakeholder Image credit: xedos4Marketing by marketing dept. Marketing by EVERYONECustomer acquisition Customer retentionOverpromise, under-deliver Under-promise, over-deliver
Why the Change? Varied media Transparency Access to information Improved consumer data Targeted messaging More data Technology Information sharing Consumer intelligence What else?
Where Does Social Media Fit?What is social media? Social Community Interactive User experience User-centered Relationship building Two-way communication Sharing Information sharing Others? Web or mobile based Image credit: jscreationzs
How Can this Work for Business? Search Engine Optimization (SEO) Customer Service Qualified Leads Public Relations Targeted Marketing
How Does this Work for Solar Business? http://www.youtube.com/watch?v=lyDSCHct6S I&feature=player_embedded
Where do I Start?Determine a Realistic Level of Use Consider your company’s… Level of expertise & experience Available time & resources Image credit: jannoon028 Expected outcomes
Step 1: Listen Google alerts - http://www.google.com/alerts Twitter discussions– Custom feeds in HootSuite.com Your company Industry topics Hashtags # Facebook Delete & report spam! Respond to questions Claim your business on Foursquare, Gowalla, Yelp, Google Places, etc.
Step 2: Join the Conversation Determine which networks are right for your business – www.google.com/adplanner Determine your goals for each platform/campaign - http://socialmediatoday.com/node/424216 Customer service Leads Promotion Web traffic Awareness Set up tracking tools & evaluate success HootSuite analytics TwitSprout Website referral numbers Google analytics Klout score
Step 3: Become an Industry Expert Get involved in industry-related conversations Track Twitter for questions – respond with expert info, NOT product/service promotion Answer LinkedIn questions and get involved in groups Content, Content, Content! Blog Video Testimonials
Strategies & Best Practices Inbound links Link back to your website often Shareable Content Use social plugins Post frequently Use your strategy! Start & participate in conversations Promote your partners
Strategies & Best Practices Cont’d Respond in a timely manner -www.facebook.com/sungevity
Facebook-Specific SEO Strategies Choose your Facebook page name carefully Create a custom URL Example: www.facebook.com/nike Use your keywords in “About” section Other “Info” items of importance Address – important for location-specific companies Company Overview, Mission, Products – Keywords! Photo captions – Keywords!
Censorship, Integrity & Crisis Management DO NOT delete negative comments DO set guidelines for deleting spam, profanity, slander, etc. Example: www.facebook.com/libraryofcongress DO have a crisis management plan http://www.mackcollier.com/social-media-crisis- management/
Articles of Interest How to Develop a Social Media Content Strategy - http://www.socialmediaexaminer.com/how-to- develop-a-social-media-content-strategy/ The Ultimate Glossary: 120 Social Media Marketing Terms Explained - http://blog.hubspot.com/blog/tabid/6307/bid/6126 /The-Ultimate-Glossary-120-Social-Media- Marketing-Terms-Explained.aspx
Articles of Interest Top 10 Marketing Trends for 2012 - http://www.business2community.com/marketing/t op-ten-marketing-trends-for-2012-0112545 Social Media and Web Innovations on the Rise for Solar Industry - http://www.renewableenergyworld.com/rea/news /print/article/2011/07/social-media-and-web- innovations-on-the-rise-for-solar-industry
Resources Management tools YouTube Channels www.hootsuite.com SocialMedia Today www.tweetdeck.com Social Media Examiner www.ping.fm Industry Experts Blogs Mack Collier – Mashable – www.mashable.com www.mackcollier.com HubSpot – www.hubspot.com Chris Brogan – Facebook Pages Resources Tab – www.chrisbrogan.com www.facebook.com/facebookpages Scott Stratten – LinkedIn Groups www.unmarketing.com Social Media Today Fans of Mashable eMarketing Association Network