Garden Media Group Anla Social 1 30


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Make social media work for your garden business

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  • Awesome, Suzi! Thanks for posting this!
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  • Excellent presentation Suzi. Social media is the most affordable outreach platform for brands and businesses when used consistently.
    Shirley Bovshow
    Garden World Report
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Garden Media Group Anla Social 1 30

  1. 1. Social Media Do I do? Or do I don’t?
  2. 2. Why Say “I do!” Social Media Dance Card Social Media Etiquette
  3. 3. Why say “I do!”
  4. 4. I do because I want to win
  5. 5. I do because I want to build my reputation Sharing an experience is as valuable – if not more valuable – than the actual experience itself. Sharing is the new giving Builds your reputation And your brand
  6. 6. I do because I want to be trusted <ul><li>Show customers what exactly you do </li></ul><ul><li>But what they really want to know is who are you and who are the people who lead your company </li></ul><ul><li>Social networks extend and reinforce your personal touch </li></ul><ul><li>   </li></ul><ul><li>Jeff Korhan </li></ul>
  7. 7. I do because I want to be a Trusted Source
  8. 9. I do because I want to be an Influencer
  9. 10. I do because Social Media breathes new life into traditional marketing
  10. 11. I do because I want to ignite word of mouth
  11. 12. Ignite Word of Mouth Widespread coverage News reaches a much larger and broader reader base than standard media outlets alone 350 million on Facebook 20 million Twitter Big Blend internet radio 2.5 million Get Your Message Out Faster & to More People
  12. 13. I do because I want to manage my brand Get a leg up Use the social media to stay current with changing market needs. Monitor what is happening in your market Keep your company brand and personal name fresh  
  13. 14. I do because I need to listen to my customers <ul><li>Involve customers in the process to discover their business needs </li></ul><ul><li>Create collaborative solutions that they can jointly own </li></ul><ul><li>Engage the buyer </li></ul>Markets today are collaborative.
  14. 15. I do because I want to go where customers are <ul><li>Fish where the fish are </li></ul><ul><li>First mover’s advantage </li></ul><ul><li>29% visit Facebook </li></ul><ul><li>35% visit YouTube </li></ul><ul><li># of Users to many </li></ul><ul><li>Social Media Sites doubles every 6 months </li></ul>
  15. 16. I do because I want to reach Generations <ul><li>46 % Baby Boomers maintain a social profile up 15% from last year </li></ul><ul><li>36% Seniors - up 22% </li></ul>
  16. 17. I do because I want to reach the local market <ul><li>Buying local is a huge consumer behavioral shift </li></ul><ul><li>Internet is all about local search </li></ul><ul><li>More holiday shoppers deliberately sought out locally owned businesses this year - Retail sales up 2.2%. </li></ul><ul><li>Overall retail sales were down 0.3% in December and up 1.8% in November. </li></ul><ul><li>&quot;Buy Local&quot; campaigns increased holiday sales 3%, compared to 1.0% without Buy Local initiative. </li></ul>
  17. 18. I do because I want to reach Mommies <ul><li>1 st 2 years of mommy hood is spent with the baby and online </li></ul><ul><li>Women are natural networkers </li></ul><ul><li>Of women with children at home </li></ul><ul><li>60.3% use Facebook </li></ul><ul><li>42.4% use MySpace </li></ul><ul><li>16.5% use Twitter. </li></ul><ul><li>Average Adults </li></ul><ul><li>50.2% use Facebook </li></ul><ul><li>34.4% use MySpace </li></ul><ul><li>15% use Twitter </li></ul><ul><li>Purchase Decisions: </li></ul><ul><li>93.6% regularly or occasionally seek advice </li></ul><ul><li>97.2% give advice </li></ul>Retail Advertising and Marketing Association Mommy blogs huge!
  18. 19. I do because it’s good business <ul><li>US small businesses report up to 75% of new business comes from “word of mouth.” </li></ul><ul><li>831 US small businesses found that “well over 66% plan to increase their use of email marketing and social media in 2010.” (Vertical Response Nov 2009) </li></ul><ul><li>90% of executives feel their time online was ‘very valuable’ to their daily role </li></ul><ul><li>20% percent of companies have set up &quot;ambassador&quot; programs </li></ul><ul><li>92% of your customers expect you to engage in social networking </li></ul>
  19. 20. Social Media Dance Card
  20. 21. “Halo of Trust” Think of these networks as a Rolodex on steroids Set up a profile for yourself – and for your company – on Facebook, LinkedIn, Google Profiles, Twitter, etc. Encourage customers to “friend,” “connect”, “follow” or “fan” you
  21. 22. e-Mail Traditional email one-sided Share links and content in a place where it can start a dialogue or a series of replies. Send e-mails directly to Facebook Use online community input for e-mail newsletters Email events, sales, happenings Email coupons and special promotions Drive traffic on a slow day
  22. 24. The 500 Pound Gorillas <ul><li>350 million Facebook users – up 600% </li></ul><ul><li>Twitter alone grew 1,382% </li></ul><ul><li>20 million Twitter users in the US </li></ul><ul><li>50 million globally </li></ul><ul><li>17% “Matures” —63 to 75 — use Twitter regularly </li></ul><ul><li>Nearly 28 million “tweets” daily </li></ul><ul><li>Facebook users post 45 million updates daily </li></ul><ul><li>20 hours of video is uploaded to YouTube every minute. 3 Years of content being uploaded daily. </li></ul>
  23. 25. World’s largest social network 350 million users +++
  24. 26. <ul><li>50% of our active users log on to Facebook in any given day </li></ul><ul><li>35 million users update their status each day </li></ul><ul><li>55 million status updates posted each day </li></ul><ul><li>2.5 billion photos uploaded to the site each month </li></ul><ul><li>3.5 billion pieces of content (web links, news stories, blog posts, notes, photo albums, etc.) shared each week </li></ul><ul><li>3.5 million events created each month </li></ul><ul><li>1.6 million active Pages on Facebook </li></ul><ul><li>700,000 local businesses have active Pages on Facebook </li></ul><ul><li>5.3 billion fans pages created </li></ul>
  25. 27. 350 Million Active Users Facebook accounts for 25% of the Web's traffic Communicate directly with your customers Post information, press releases images, and videos Promote and invite customers to events Update “fans” of specials & sales
  26. 28. Business Page <ul><li>Communicate directly with your customers via its very own Status </li></ul><ul><li>Post information, press releases images, and videos </li></ul><ul><li>Promote and invite customers to events </li></ul><ul><li>Update “fans” of specials & sales </li></ul><ul><li>Let them know what’s new & just arrived </li></ul><ul><li>Promote services or provide information </li></ul>FREE
  27. 29. Business Fan Page <ul><li>Let them know what’s new </li></ul><ul><li>Send alert when new plant materials is arriving or “just in” </li></ul><ul><li>Host “fan private sales” </li></ul><ul><li>Promote services or provide information </li></ul><ul><li>Upload photos & videos of landscaping jobs </li></ul><ul><li>Grossman’s did a “Telling Secrets” campaign </li></ul>FREE
  28. 30. Advertise on Facebook <ul><li>Connect with Real People in your target market </li></ul><ul><li>Target by demographics - age to marital status- </li></ul><ul><li>Target by geographics </li></ul><ul><li>Target networks - workplace to school </li></ul><ul><li>Target by IP address </li></ul><ul><li>Target by interest - gardening to politics </li></ul><ul><li>Target by birthday!!! </li></ul><ul><li>Extend the reach of limited marketing budgets </li></ul>Steve McShane
  29. 31. Peak Tweets occur @ 4:00 PM EST 1 PM Pacific Time Micro Blogs
  30. 32. Micro Blogging: <ul><li>140 characters texted to computer or cell phone </li></ul><ul><li>Distributed to anyone who is “following” you </li></ul><ul><li>And if it gets re-tweeted, it goes to all of there list </li></ul><ul><li>Switch from trending topics to hometown conversations, or popular words and phrases in your area. </li></ul>
  31. 33. Get Tweeting <ul><li>Establish an account on Twitter </li></ul><ul><li>Include a professional photograph. </li></ul><ul><li>Follow people who fit your target market </li></ul><ul><li>Post at least twice a day at different times of the day </li></ul><ul><li>Retweet followers </li></ul><ul><li>Use hashtags #ANLAmc </li></ul><ul><li>Try to post funny, relevant, interesting, thought-provoking items. </li></ul><ul><li>Don’t be afraid to engage followers or people who you follow. </li></ul>Use for research
  32. 34. Twitter <ul><li>Tell your customers you’re going to send out a text message at least once a week with an amazing offer </li></ul><ul><li>Incent customers subscribe to your messages </li></ul><ul><li>Give them lots of special reasons to “follow” you </li></ul>
  33. 35. Twitter List <ul><li>Collection lists of interesting people to follow on the micro-messaging service </li></ul><ul><li>Can follow topics </li></ul><ul><li>Use organizers like TweetDeck </li></ul><ul><li>TwitScoop </li></ul><ul><li>Seesmic </li></ul><ul><li>Twitbabble </li></ul>
  34. 36. Re-Tweeting
  35. 37. Don’t be a twit <ul><li>Incredibly powerful tool for communication, lead generation, research and referral opportunities </li></ul><ul><li>Kyle Lacy’s “Twitter for Dummies” </li></ul><ul><li>SpinWeb Twitter Seminar </li></ul><ul><li>Just don’t be scared. You can grow your business with Twitter. </li></ul>
  36. 38. One Good Tweet
  37. 39. Linked In Strengthens and extends your existing network of trusted contacts 50 million registered users in 200 countries Network of professionals Job hunting Research Reputation builder
  38. 40. Business Networking Site equivalent to Facebook Page Linked In Groups
  39. 41. Linked In Discussions
  40. 43. Blog Branding <ul><li>Enhances both awareness and image </li></ul><ul><li>“ Spread the word” </li></ul><ul><li>Gather input and feedback directly from their target audience </li></ul><ul><li>Opportunity: Insight into why people prefer – or don’t prefer – a brand enables you to speak intelligently to audience perceptions and preferences.  </li></ul>
  41. 44. Mommy Blogs <ul><li>Moms are spending time online searching for promotions and sharing opinions, </li></ul><ul><li>Women with children at home </li></ul><ul><li>60.3% use Facebook (50.2%) </li></ul><ul><li>42.4% use MySpace (34.4%) </li></ul><ul><li>16.5% use Twitter (15%) </li></ul><ul><li>Purchase Decisions: </li></ul><ul><li>93.6% regularly or occasionally seek advice </li></ul><ul><li>97.2% give advice </li></ul>Retail Advertising and Marketing Association
  42. 45. Tumble Blogs <ul><li>For those who don’t want to write articles </li></ul><ul><li>It’s very simple to set up </li></ul><ul><li>Share photos, video or links you run across. </li></ul><ul><li>Make it part of your Web site for announcements of upcoming sales and promotions. </li></ul>
  43. 46. Talk to Your customers <ul><li>Tap into your customers’ “collective brain” – tell their stories in pictures </li></ul><ul><li>Involve the end users to share and participate in the creation of “products” </li></ul><ul><li>Again, remember to talk to your own customers – ask them what they want & report back the results </li></ul><ul><li>Build communities </li></ul>
  44. 47. Vlogging – A picture really does “tell” a 1,000 words
  45. 48. Vlogging: YouTube <ul><li>Seeing someone and hearing them is much more impactful than the written word </li></ul><ul><li>Video is the killer app. </li></ul><ul><li>It has authenticity and credibility. </li></ul><ul><li>Using an inexpensive digital video camera and some easy-to-use video editing software, you can become the “how-to” gardening expert of your community. </li></ul><ul><li>Offer customers to subscribe to your YouTube “channel” so that each time you post a new video, they will be alerted. </li></ul><ul><li>Get your customers to record and post their gardens </li></ul>
  46. 50. Photo Sharing <ul><li>Turn a small digital camera into one of the most powerful marketing tools ever known </li></ul><ul><li>The service is free </li></ul><ul><li>Most have Pro account to remove ads from your account and give you a cool address </li></ul><ul><li>’s GardenCenter </li></ul><ul><li>Set up a “Group” on Flickr where your customers can share photos of their gardens and ask questions that you and other group-members can answer. </li></ul>
  47. 51. <ul><li>   Consumers are conditioned to seek out what is fresh and new. </li></ul><ul><li>Google is looking for the most current and relevant information </li></ul><ul><li>Update regularly  </li></ul><ul><li>  </li></ul>
  48. 52. Setup Google Alerts Email updates of the latest web, news, photos, etc. on your topic. Monitor news about your company Keep current on a competitor or industry Keep tabs on trends Send Coupons and Deals to Customers Set up Google Profile
  49. 53. Google Get a leg up Monitor what is happening in your market with Google Alerts Listen, learn and engage Use free market data Use vs or Which is better Make helpful comments on the social networks Keep your company brand and personal name fresh
  50. 54. Content Curation <ul><li>Google's Social Search helps you find publically available web content quickly & easily </li></ul><ul><li>It gathers information from your Google profile, friends on Twitter, Facebook, Digg and the rest. </li></ul><ul><li>Google's Social Search adds your social networking profiles to a Google account and filters and prioritizes search results based on your circle of friends. </li></ul><ul><li>It uses your network as curators of your content, from Web links to movies, books and TV shows. </li></ul>
  51. 55. <ul><li>Brings local companies together into common categories, such as landscaping or lawn care. </li></ul><ul><li>Make your Google Place page a social media hub </li></ul><ul><li>Offer deals and friendly reminders that encourage engagement </li></ul><ul><li>  </li></ul>Places
  52. 56. Mobile <ul><li>With more emphasis on local, geo, and portability the &quot;iPhone effect&quot; can now be truly felt and will increase in the new decade. </li></ul><ul><li>Location-based mobile social networking applications. </li></ul><ul><li>Buzzd, CauseWorld, Foursquare, Gowalla, Loopt, MyTown, Whrrl, and Yelp -- offer ways to find friends, local hot spots </li></ul><ul><li>Using location-based advertising. </li></ul>
  53. 57. Putting it all together
  54. 58. <ul><li>iPhone accounts for about 33% of mobile web traffic </li></ul><ul><li>Using phones on-the-go to access social networks, search, read content and find local information. </li></ul><ul><li>Phones central hub and beacon </li></ul>Mobile
  55. 60. Connect it all
  56. 61. Social Media Etiquette
  57. 62. Social Media Etiquette
  58. 63. Social Media Etiquette <ul><li>Don’t be a lurker </li></ul><ul><li>Getting involved in discussions </li></ul><ul><li>Post questions and participate in forums of information </li></ul><ul><li>Give and ask for recommendations or reviews from current and previous customers </li></ul><ul><li>Set your company up as a resource and an expert. </li></ul><ul><li>Be honest </li></ul><ul><li>Be authentic </li></ul><ul><li>Sign your posting </li></ul>
  59. 64. Social Media Etiquette
  60. 65. Social Media Etiquette <ul><li>Thank people publically </li></ul><ul><li>Be free with sharing information </li></ul><ul><li>Use Twitter’s #FF #FollowFridays </li></ul><ul><li>Thank customers and employees </li></ul>
  61. 66. The Ultimate Social Media <ul><li>Doug Green powerful social media we have is, “‘face-to-face’ </li></ul><ul><li>Look people in the eye </li></ul><ul><li>Call them by name </li></ul><ul><li>Give them the answer they need. </li></ul><ul><li>Want to improve your social media? Take a memory course and learn more of your customer names </li></ul><ul><li>Remember them - recall details of your top customers </li></ul><ul><li>Get an upgrade for yourself. </li></ul>
  62. 67. Putting it together
  63. 68. Get Started & Start Dancing <ul><li>Plan to spend an hour a day at it. Become very good at one of the social networking formats </li></ul><ul><li>Be engaged in all of them. </li></ul>
  64. 69. To download & reprint the GMG 2010 Garden Trends Report or view all Trend Reports, go to: & Please remember to give GMG credit. [email_address] 610-444-3040 © 2010 Garden Media Group