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How to use social media to attract customers


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A presentation by Gill Hunt, founder of Skillfair, on how you can use social media to attract new customers.

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How to use social media to attract customers

  1. 1. Intelligent Online Marketing Gill Hunt, Skillfair
  2. 2. What do I know?
  3. 3. Skillfair - Online consultancy marketplace <ul><li>Puts clients in touch with independent consultants, freelancers and advisors </li></ul><ul><li>No commission, quick, direct access to the help clients need </li></ul><ul><li>Full UK wide tender service for knowledge professionals – free trial </li></ul><ul><li> or call 0844 4457071 </li></ul>
  4. 4. How things change <ul><li>2002 – why do I need email or a website, phones are for talking aren’t they? </li></ul><ul><li>2005 – texting is for kids, web is for shopping </li></ul><ul><li>2010 – email, websites, smart phones, twitter, ipads – all seen as business tools </li></ul>
  5. 5. Do I need to?
  6. 6. Objectives E-book Meeting E-mail Newsletter Call Speak Link Conversation
  7. 7. Increasing connection
  8. 8. Back to Basics <ul><li>Product </li></ul><ul><li>Place </li></ul><ul><li>Price </li></ul><ul><li>Promotion </li></ul>
  9. 9. Product/Persona <ul><li>You are your product </li></ul><ul><li>On line whatever you say/post is part of your product </li></ul><ul><li>Reputations take a lifetime to build and seconds to destroy </li></ul>
  10. 10. Your web presence <ul><li>Consistent </li></ul><ul><li>Up to date </li></ul><ul><li>Human but professional </li></ul><ul><li>Has a call to action </li></ul>
  11. 11. Place
  12. 12. Choosing the right places
  13. 13. Culture Matters Produced 2008
  14. 14. Discussion Search Engines Google Bing Yahoo MSN Wikipedia Delicious digg Twitter Google Buzz Facebook Google Profiles LinkedIn Viadeo Naymz Email forums Forums YouTube Flickr MySpace Recruitment sites Newspaper/TV sites
  15. 15. Beginning the spiral Awareness Interest Engagement
  16. 16. Price
  17. 17. Clarity on Price <ul><li>People know you’ll want paying </li></ul><ul><li>Be clear about what you’re offering </li></ul><ul><li>Do offer something for free </li></ul><ul><li>Try to snag their interest </li></ul>
  18. 18. Promotion
  19. 19. Tell people what you’re doing! <ul><li>Talk to them </li></ul><ul><li>Add your website/blog to email signature </li></ul><ul><li>Run a newsletter </li></ul><ul><li>Update your profiles/status </li></ul><ul><li>Link your profiles/sites/blogs </li></ul><ul><li>Engage in discussion </li></ul>
  20. 20. The full journey Tweet Blog Profile Check Newsletter Offline Engagement ££
  21. 21. Caution! <ul><li>Profiles can be hijacked </li></ul><ul><li>No substitute for face to face </li></ul><ul><li>Online activity steals time </li></ul>
  22. 22. Making it easy
  23. 23. Use Tools to Help Skillfair Blog LinkedIn Twitter RSS News, projects, offers, members Twitterfeed Twitterfeed Group members and connections Followers Blog Followers
  24. 24. Tools and more tools
  25. 25. Discussion Blogs Wordpress Typepad Blogger Technorati Feedburner Websites Moonfruit Webeden Google CrazyEgg Google Analytics Wikis & Collaboration Google Wave Google Wiki Huddle Twitter Tools Tweetdeck TwitterFeed Hootsuite
  26. 26. Action Plan -1 Who are you? <ul><li>Search for yourself on Google </li></ul><ul><li>Get a friend to review </li></ul><ul><li>Check (complete!) all profiles </li></ul><ul><li>Consider using a blog instead of a web site? </li></ul>
  27. 27. 2- What should visitors do? <ul><li>Do your profiles/websites have a call to action? </li></ul><ul><li>Work out one you can manage </li></ul><ul><li>Add it to all profiles </li></ul>
  28. 28. 3- Where should you be? <ul><li>Seek out places your audience will be </li></ul><ul><li>Prune out irrelevant/time wasting sites </li></ul><ul><li>Identify top 2 or 3 sites/forums </li></ul>
  29. 29. 4 – Set an update strategy <ul><li>Frequency – how often will you post/email </li></ul><ul><li>What about – focus on usefulness </li></ul><ul><li>How much time will you spend </li></ul><ul><li>Work out a tone of voice </li></ul><ul><li>Set deadlines! </li></ul>