Social Media in 2014 (without tears or incremental hair loss)

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Presented at the Upper Dublin High School alumni networking event on January 4, 2014. A look at social media as a disruptive force in the world of marketing and how to approach it strategically for your business. Plus, inspiration from small businesses primarily in the Doylestown, PA area.

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  • Business in 2014 is about connecting and building relationshipsSocial media has also created the need for customer service teams to get social. More and more consumers are taking to social media to air their grievances instead of calling customer support. In fact, 42% of customers who reach out to brands via social media expect a response in less than 60 minutes.  It’s also been reported, however, that 80% of customer service inquiries posted on social media go unanswered.
  • Relationships in real life require listening skills – cocktail party analogy
  • You have to be able to visualize the end state to be able to determine if your tactics are getting you where you want to go.Envision how your relationships with customers will change if you are successful:How will you engage with them?How will you respond to negative reviews?How will you help advocates be more influential?How will you measure success?
  • Create buyer personas – understand your customer and determine what problems they are trying to solve, what they need most, what info they are searching forAnalyze their buyer’s journey – their path from getting info to becoming a customerIdentify your buying cycle and map your content accordinglyInfographic: Image containing graphics and text including statistics about a certain subject, presented in a creative way so people can easily understand the messageSet up an editorial calendar!!!!!You can curate others’ content if it’s helpful to your audience and you give appropriate credit.
  • http://mashable.com/2013/12/30/marketers-facebook-rules/Top considerations and whyFBTwitterG+YouTubeTumblrInstagramVinePinterestThe social sites that are really behind your referral traffic [study] (Brafton)Published on October 17, 2013by Brafton EditorialMarketers know social media content brings people to their brands’ sites, but they may not know which networks are actually driving the majority of clicks. A new report from Shareaholic reveals which sites are the true sources of traffic (Facebook, Pinterest and Twitter) and which have still room to grow into traffic generating platforms (Google+).The study examined the referral traffic of 200,000 publishers over the span of 13 months. The findings illustrate the top social traffic drivers for the average company, including a mix of mid- to large-sized B2Cmarketers. Facebook for referral traffic.Facebook was by and far the best network for driving referral traffic to brands’ web content, accounting for 8.1 percent of all visits on average between September 2013 and September 2012.Facebook was by and far the best network for driving referral traffic to brands’ web content – 8.1 percent of visits on average.The figures are even more impressive considering the social network was responsible for over 10 percent of visits in September 2013, marking a 58.8 percent leap from the 6.5 percent it provided the previous September. This explains why nine out of 10 companies include Facebook in their social marketing plans.Pinterest and Twitter pick up steamPinterest took a (relatively) distant second, driving 3.2 percent of visits year-over-year. In September 2013, it provided businesses with 3.68 percent of visits, a 66.5 percent lift from the amount noted in September 2012 (2.2 percent). Twitter followed with 1.2 percent of referral traffic on average during the reporting period, with 1.2 percent of visits in September 2013.These numbers might seem low given the popularity of these networks, but they seem impressive when compared with totals coming from Google+. The search engine owned network provided brands with just 0.6 percent of referral traffic on average throughout the year – and that was an improvement. In September 2012, the network drove around 0.4 percent of traffic to company pages.Traffic not only benchmark to considerMarketers shouldn’t necessarily be discouraged by these figures. It’s important to see the bigger picture of how each network provides unique value-adds. More, every business has a unique online demographic and different brands will have varying success on individual networks. This makes it necessary to have strong content analytics that consider the most valuable referral sources for an individual website.For instance, Google+ may not be an immense traffic aggregator as of yet, but individual companies may find it delivers highly convertible audiences or drives unparalleled SEO benefits. Studies have shown spiders crawl digital content shared on G+ within six seconds and then re-crawl it every time it’s shared. This rapid response can help sites get credit for their content sooner, which can mean faster appearance in SERPs.
  • http://mashable.com/2013/12/30/marketers-facebook-rules/Top considerations and whyFBTwitterG+YouTubeTumblrInstagramVinePinterestThe social sites that are really behind your referral traffic [study] (Brafton)Published on October 17, 2013by Brafton EditorialMarketers know social media content brings people to their brands’ sites, but they may not know which networks are actually driving the majority of clicks. A new report from Shareaholic reveals which sites are the true sources of traffic (Facebook, Pinterest and Twitter) and which have still room to grow into traffic generating platforms (Google+).The study examined the referral traffic of 200,000 publishers over the span of 13 months. The findings illustrate the top social traffic drivers for the average company, including a mix of mid- to large-sized B2Cmarketers. Facebook for referral traffic.Facebook was by and far the best network for driving referral traffic to brands’ web content, accounting for 8.1 percent of all visits on average between September 2013 and September 2012.Facebook was by and far the best network for driving referral traffic to brands’ web content – 8.1 percent of visits on average.The figures are even more impressive considering the social network was responsible for over 10 percent of visits in September 2013, marking a 58.8 percent leap from the 6.5 percent it provided the previous September. This explains why nine out of 10 companies include Facebook in their social marketing plans.Pinterest and Twitter pick up steamPinterest took a (relatively) distant second, driving 3.2 percent of visits year-over-year. In September 2013, it provided businesses with 3.68 percent of visits, a 66.5 percent lift from the amount noted in September 2012 (2.2 percent). Twitter followed with 1.2 percent of referral traffic on average during the reporting period, with 1.2 percent of visits in September 2013.These numbers might seem low given the popularity of these networks, but they seem impressive when compared with totals coming from Google+. The search engine owned network provided brands with just 0.6 percent of referral traffic on average throughout the year – and that was an improvement. In September 2012, the network drove around 0.4 percent of traffic to company pages.Traffic not only benchmark to considerMarketers shouldn’t necessarily be discouraged by these figures. It’s important to see the bigger picture of how each network provides unique value-adds. More, every business has a unique online demographic and different brands will have varying success on individual networks. This makes it necessary to have strong content analytics that consider the most valuable referral sources for an individual website.For instance, Google+ may not be an immense traffic aggregator as of yet, but individual companies may find it delivers highly convertible audiences or drives unparalleled SEO benefits. Studies have shown spiders crawl digital content shared on G+ within six seconds and then re-crawl it every time it’s shared. This rapid response can help sites get credit for their content sooner, which can mean faster appearance in SERPs.
  • ReviewsContests
  • Customer service
  • Services and recommendations
  • HiringGroups for networking
  • Helpful, sharable and entertaining content
  • Helpful videos
  • Tumblr – skews younger -Happy customers, events, promotions
  • Ask for reviews
  • Social Media in 2014 (without tears or incremental hair loss)

    1. 1. SOCIAL MEDIA FOR BUSINESS IN 2014 (Without tears or incremental hair loss) © Cari Sultanik | January 2014 | csultanik@gmail.com
    2. 2. AGENDA & STREET CRED Our roadmap for this session W h o a m I a n d w hy s h o u l d yo u t r u s t w h a t I t e l l yo u t o d a y ? 1. Why social media is not a fad (and not something to delegate to a college student) • UDHS Class of ‘86 • University of Pennsylvania ‘90 (Education and Psychology) How to approach social media strategically, not as a checkbox on a to-do list • Drexel University ‘97 (MBA with concentration in Marketing) • Marketing since 1996 • Social media since 2006 in businesses large and small, B2B and B2C, with and without a budget 2. 3. Inspiration for your social media program
    3. 3. DISRUPTION Part I
    4. 4. THINGS HAVE CHANGED A BIT SINCE I WAS AN UPPER DUBLIN STUDENT
    5. 5. UDHS THEN
    6. 6. UDHS NOW
    7. 7. POP MUSIC THEN
    8. 8. POP MUSIC NOW
    9. 9. FASHION THEN
    10. 10. FASHION NOW
    11. 11. TV THEN
    12. 12. TV NOW
    13. 13. HIGH TECH THEN
    14. 14. HIGH TECH NOW
    15. 15. CLASSROOM MULTIMEDIA THEN
    16. 16. CLASSROOM MULTIMEDIA NOW
    17. 17. TABLET THEN
    18. 18. TABLET NOW
    19. 19. WORD-OF-MOUTH THEN
    20. 20. WORD-OF-MOUTH NOW
    21. 21. MARKETING THEN TV and radio advertising Magazine advertising Display advertising Direct mail
    22. 22. MARKETING NOW Social networks Blogs/microblogs Crowdsourcing Q&A Comments Social commerce Social marketplace Social streams Location Nicheworking Enterprise Wikis Discussions Forums Email Business Service networking Reviews & Ratings Social curation Video Content/documents Events Music Livecasting Pictures Social bookmarks Influence Quantified self TV and radio advertising Magazine advertising Display advertising Direct mail
    23. 23. A GOAL WITHOUT A PLAN IS JUST A WISH Part II
    24. 24. DON’T DO THIS
    25. 25. OR THIS
    26. 26. OR THIS
    27. 27. INSTEAD, DO THIS
    28. 28. SOCIAL MEDIA IS NOT ADVERTISING, PROMOTING, OR SELLING
    29. 29. EVERY GOOD CONVERSATION STARTS WITH GOOD LISTENING
    30. 30. POST* P O S T People Assess your prospects’ and customers’ social activities Objectives Decide what you want to accomplish Strategy Decide what kinds of campaigns will help you reach those objectives Technology Choose social technologies that will facilitate your strategy *Based on Forrester’s POST Approach
    31. 31. PEOPLE Social Technographics Ladder Creators Conversationalists Critics Collectors Joiners Spectators Inactives • Classifies people according to how they use social technologies • Profile your customer base (or your competitors’ if you are just starting) and see what your audience is ready for before you start • Engage with customers and prospects based on what they are already doing
    32. 32. START WITH ONE PRIMARY OBJECTIVE Are you using social media to listen to your customers, or to talk with them? To support them, or to energize your best customers to evangelize others? Or are you trying to collaborate with them? Decide on your objective before you decide on a technology.
    33. 33. OBJECTIVES
    34. 34. STRATEGY
    35. 35. NO, REALLY. STRATEGY MATTERS. Strategy means figuring out what will be different after your plan is in place. • We will have a closer relationship with our best customers. • People will talk about and recommend our products. • We will be perceived as the thought leader in our niche. • Our employees will be ambassadors for our business and help share our mission. • We will address 95% of customer concerns via social channels. • 20% of our inbound leads will come from social media.
    36. 36. CONTENT Decide what kind of content you should create for your business, then determine what tools and help you will need to develop it. Focus on giving away what your target audience will find useful: Solve a problem, entertain, instruct, make an emotional connection. This is not where you tell people how great your business, your product or your personal brand is. Social media is fueled by content: • Blogs • Videos • Pictures • Reviews and testimonials • Webinars • White papers • Infographics • Case studies • Demos • Podcasts • Q&A
    37. 37. DON’T BE BORING!!!! Don’t be afraid to have a personality. No matter what you are selling, you are selling to humans. Humans like to be entertained. Or understood. Or moved. Make your content mean something. Use understandable words. Don’t worry about perfect grammar (sorry, Mom, Mrs. Liebling, Mrs. Traver, and Ms. Caum – I’m a huge fan of proper grammar but in social media, being human is much more important).* *Do check your spelling and do not go overboard with breaking the rules. Ain’t still ain’t acceptable in most circles, for example. Ending a sentence with a preposition, however, is likely to make you sound more like a human and less like a machine.
    38. 38. TECHNOLOGIES Your technology choices are endless and grow each day. You don’t have to be everywhere – only where the technology supports your strategy (now aren’t you glad you did all that first?) and where you have the resources to commit to regular posting and monitoring.
    39. 39. TECHNOLOGIES
    40. 40. INSPIRATION Part III
    41. 41. FACEBOOK
    42. 42. FACEBOOK
    43. 43. INSTAGRAM
    44. 44. INSTAGRAM
    45. 45. LINKEDIN
    46. 46. LINKEDIN
    47. 47. GOOGLE +
    48. 48. Q&A
    49. 49. PINTEREST
    50. 50. PINTEREST
    51. 51. PINTEREST
    52. 52. YOUTUBE
    53. 53. YOUTUBE
    54. 54. YOUTUBE
    55. 55. PINTEREST
    56. 56. TUMBLR
    57. 57. TUMBLR
    58. 58. SHOPPING AGGREGATORS
    59. 59. CRAFT COMMUNITIES
    60. 60. YELP/REVIEW SITES
    61. 61. BLOG: POST IDEAS How-to/Tutorial Customer story Contest Contest List Parody Product announcement Product announcement Thought leader interview What if ? Make jokes Make jokes What not to do Customer interview Video blog (vlog) Employee or event photos Employee or event photos Late-breaking industry news FAQs Webinar recap Webinar recap Event promotion Event promotion Company news Ebook/whitepaper excerpt Recap of top posts Recap of top posts Book excerpt (with permission) Checklist Recap of top ebooks/whitepapers Recap of top ebooks/whitepapers Breakdown of a Slideshare presentation Recap of top webinars Recap of top webinars Recap of top videos Recap of top videos Success story Favorite books Favorite books Infographic Favorite podcasts Favorite podcasts Thought leader guest post CEO guest post Event recap Crowdsourced article Statistics Cheat sheet Survey or poll Quiz
    62. 62. BLOG
    63. 63. WHAT NEXT? • • • • • • • • Follow your competitors and see what works for them Look for influencers in your area and follow their social accounts Read Socialmediaexaminer.com USE the social media channels you are considering using Outline your strategy Develop a content plan Start small and build a community Recruit friends and family to help share content
    64. 64. THANK YOU Feel free to contact me with questions: Email: csultanik@gmail.com Twitter: @carisultanik

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