How to Engage Customers & Prospects in a Social Media World

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Social Media Marketing Overview presented at the 11/18/10 Pathways to Entrepreneurial Success Forum held at Monroe Community College. Contains an overview of the top social media platforms, 5 steps to get started with social media marketing and the 4 rules you must follow.

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  • 1/30/2015 6:43 AM
  • Accounts for a significant portion of the time Internet users spend online and the pages they consume
  • Accounts for a significant portion of the time Internet users spend online and the pages they consume
  • Accounts for a significant portion of the time Internet users spend online and the pages they consume
  • It’s a way to build strong relationships because it enables two-way conversations
    It’s connecting with people by putting yourself out there on-line. Relationships that can increase awareness,, loyalty and advocacy
    It’s not about direct sales, at least not in the beginning or for quite along time.
  • Email is still the most common daily activity online, but social media has become the most time-intensive activity on the web a

    A new “Digital Life” survey of internet users around the world found in September 2010 that on average, surfers spent 4.6 hours a week on social sites, compared with 4.4 hours on email,
  • The largest gain came from males ages 18 to 25, followed by women 26 to 34. Despite the already-large base of users under 35, those groups also posted the highest rates of growth. Increases in usage among older users, which was relatively stronger earlier in 2009, had slowed.
  • Accounts for a significant portion of the time Internet users spend online and the pages they consume
  • Worldwide pageviews are up more than 150 percent to 220 billion a month (more than Yahoo or Microsoft).
    On average, across all visitors, people log in 11 times a month, up from 8.5 times a month a year ago.
    Total time spent on the site is 134 billion minutes/month, or about 7.5 percent of all time spent on the Internet.
    Read more: http://techcrunch.com/2010/04/21/facebook-500-million-visitors-comscore/#ixzz0mRbUsnHX
  • Persons age 25-34 account for the largest segment of Facebook users, with people over the age of 55 accounting for 13 percent of visitors.
  • The largest gain came from males ages 18 to 25, followed by women 26 to 34. Despite the already-large base of users under 35, those groups also posted the highest rates of growth. Increases in usage among older users, which was relatively stronger earlier in 2009, had slowed.
  • But not only will you see this "Like" button on Facebook, you'll see it on many websites throughout the Internet. The tech community is all over this right now and they're using lots of verbiage such as publisher plug-ins, semanic mark-up and developer API. And of course there is the privacy issue. Senator Chuck Schumer from right here in New York is already on it and doesn't "Like" it at all.
  • Consumers can now customize their online shopping experience based on what they like and then share with friends. Levi's has put this "Like" plug-in button next to individual pairs of jeans, so you can just click what you like and that like gets populated on to your news feed. Oh and by the way, friends news feeds can show up on these websites as well. Levi's has also created the friend's store which means you can virtually go jeans shopping with your friends and family.
  • Consumers can now customize their online shopping experience based on what they like and then share with friends. Levi's has put this "Like" plug-in button next to individual pairs of jeans, so you can just click what you like and that like gets populated on to your news feed. Oh and by the way, friends news feeds can show up on these websites as well. Levi's has also created the friend's store which means you can virtually go jeans shopping with your friends and family.
  • NOTE: While it’s valuable to look at Twitter’s Web traffic, the true picture won’t emerge until all the third-party traffic from mobile phones and API clients is accounted for


    top 10 Tweeters - five pop singers two talk show hosts, a reality TV star and the president of the United States.
    Lady Gaga, Britney, Justin Beiber, Taylor Swift, Katy Perry,
  • NOTE: While it’s valuable to look at Twitter’s Web traffic, the true picture won’t emerge until all the third-party traffic from mobile phones and API clients is accounted for
  • designed to help businesses better showcase products and services with additional features and functionality.
    Allow administrators to highlight particular products or services and tailor product lists to different types of audiences. The new layout also lets companies feature product videos as well as targeted display advertising.

    Follow company pages similar to Twitter and Like on Facebook
  • Accounts for a significant portion of the time Internet users spend online and the pages they consume
  • 175 million U.S. Internet users watched online video content in October for an average of 15.1 hours per viewer. The total U.S. Internet audience engaged in more than 5.4 billion viewing sessions during the course of the month.
  • Welcome to Technorati's State of the Blogosphere 2010 report. Since 2004, our annual study has followed growth and trends in the blogosphere. For 2010, we took a deeper dive into the entire blogosphere, with a focus on female bloggers. This year's topics include: brands embracing social media, traditional media vs. social media, brands working with bloggers, monetization, smartphone and tablet usage, importance of Twitter and Facebook, niche blogging, and changes within the blogosphere over 2010.
  • Among Part-Time, Corporate, and Self-Employed bloggers, who are all paid for their blogging services, the most popular topics to blog about are technology and business.
    Among Hobbyist bloggers, who make up 64% of the total sample, the most popular topics to blog about are personal musings and technology.
    The diversity of the blogosphere, and the passion for sometimes very niche topics, is also reflected in this question—even given 23 choices, including most broad fields of inquiry, nearly half of respondents say that their primary subject is "Other."
  • Objective/Goal
    Create awareness and buzz around all the many sustainability and energy conservation initiatives the University of Rochester is performing. The ultimate goal is to be known as “Green” leader.
  • Objective/Goal
    Create awareness and buzz around all the many sustainability and energy conservation initiatives the University of Rochester is performing. The ultimate goal is to be known as “Green” leader.
  • Objective/Goal
    Create awareness and buzz around all the many sustainability and energy conservation initiatives the University of Rochester is performing. The ultimate goal is to be known as “Green” leader.
  • Objective/Goal
    Create awareness and buzz around all the many sustainability and energy conservation initiatives the University of Rochester is performing. The ultimate goal is to be known as “Green” leader.
  • You can get some valuable insights just by asking a few questions and to try and understand how your audience would like to interact with you.
  • Decide which platform(s) you want to use by first reviewing existing social media campaigns and start to listen in on some.
    See what others are doing in your industry field and then engage in the conversation when you feel comfortable:

  • We all have limited resources so utilize whatever assets you’ve developed for other media and make sure the message is consistent. Don’t reinvent the wheel and create a totally different brand image for social media.

  • We all have limited resources so utilize whatever assets you’ve developed for other media and make sure the message is consistent. Don’t reinvent the wheel and create a totally different brand image for social media.

  • How do you measure social media? Don’t just add up the number of Facebook fans or Twitter followers. You need to track the amount of engagement that you have facilitated, not just eyeballs!


  • Include your contact information and provide links.

    Engage your friends and associates and get their help in spreading the word

    Make sure to comment and talk back to people that give you feedback – whether good or bad

  • Get on Facebook and connect with your network. Check to see who has a birthday today and send them a greeting. I took Peter's advice and sent two this morning and now will be meeting for coffee with one person I’ve been meaning to reconnect with.

  • I light of what I just experienced with the passing of my mom, I realize more than ever that it all comes back down to relationships and how we communicate with one another. The "friend" who sent me a tender poem, a prayer, shared a personal story or just told me they were thinking about me through various forms of communications, including social media, will always mean more to me than a little thumbs up "Like" button.
  • How to Engage Customers & Prospects in a Social Media World

    1. 1. SEM MARKETING • SOCIAL MEDIA • ONLINE PROMOTIONS • MARKETING STRATEGY 1 How To Engage Customers and Prospects in Today's Social Media World Presented by - Donna DeClemente November 18, 2010 PATHWAYS TO ENTREPRENEURIAL SUCCESS
    2. 2. 2 Speaker - Donna DeClemente Introduction DDC Marketing Group - President, Founder Promotional, social media, brand marketing and Internet advertising Blogs: Donna’s Promo Talk The Lip-Sticking Blog Twitter: @ddeclemente #PWays @skeeterharris @sirlinkedalot
    3. 3. Overview Welcome and Introductions • Social Media Today • SM Platforms - Stats and figures • Social Media Marketing – Setting Goals • 5 Steps to Getting Started • 4 Basic Rules to Follow 3
    4. 4. Social Media What is it and What is it Good For? 4
    5. 5. Social Media What is it and What is it Good For? Social media is all about the PEOPLE Building Relationships 5
    6. 6. Technology has given consumers Control
    7. 7. Use of Social Media Continues to Grow • Social networking has become one of the most popular online activities • 127 million people in the U.S. are expected to sign on to a social network at least 1x/month in 2010* – 57.5% of total population • By 2014 that number is predicted to reach 165.9 million – 65.8% of total population *eMarketer, August 2010 7
    8. 8. 8 Usage among users ages 50+ nearly doubled during the past year from 25% - 47% Use of Social Media Continues to Grow
    9. 9. • More than 500 million worldwide active users - 150 million in the U.S. - 50% log on in any given day - Average user has 130 friends - People spend over 700 billion minutes/month • #2 Search Engine behind Google/You Tube • Growing in video views - #2 site in Aug. 9 World’s Largest Social Network
    10. 10. Worldwide pages viewed up more than 150% to 220 billion/month
    11. 11. 11
    12. 12. 12 Ads on Facebook reach 62% of Americans online
    13. 13. Facebook Fans are now “Likes”
    14. 14. Facebook Fans are now “Likes”
    15. 15. Facebook “Open Graph” Instant Personalization
    16. 16. Facebook “Open Graph”
    17. 17. Facebook Messages Talk to Friends via: • SMS Text • Chat • Email • Messages Now providing@facebook.com email addresses
    18. 18. Fastest growing Web brand - 145 million WW active users - 26 million active U.S. adults - 300,000 a day signing up - 2.64 billion tweets in August, an increase of 33% over May, 115% more than January - 100 million tweets daily - Totals over 10 billion Tweets 18
    19. 19. 19 Not just for Tweeting: • Search Tool • Listening Tool • Survey/Feedback Tool • Competitive Research Tool • SEO Tool • Sharing Tool
    20. 20. • 80 million users; over 38 million U.S. • LinkedIn & Twitter partnered to share tweets and status updates • Recently launched Company Pages 20 The Office of Social Networks
    21. 21. 21 Network with LinkedIn Groups
    22. 22. • Promote Content on YouTube – Create your own channel • Advertise next to You Tube content – Audience demo targeting and content targeting October stats of U.S. Internet user per comScore: • 175 million watched online video content • You Tube had over 146 million views • 5.4 billion viewing sessions comScore measures online viewership 22 2nd Largest search engine behind Google
    23. 23. Currently over 200,000,000 Blogs 23
    24. 24. Blogger Segments 24
    25. 25. 25
    26. 26. 26 So what does this mean for business??
    27. 27. 5 Steps to start engaging your customers utilizing Social Media
    28. 28. Why do you want to use social media? • Increase in brand awareness • Increase lead generation • Brand engagement - • Publicity, positive buzz and word of mouth • Build Relationships • Drive traffic to a website • Convert sales – both online and offline • Strengthen inbound link generation, – Benefits SEO Defining your key goals then help gauge your ROI Step 1. Define your goal
    29. 29. Small Business Social Media Goals
    30. 30. Small Business Achievements
    31. 31. Step 2. Identify your audience Clarify who you need to reach and how they use Social Media – Start with existing communication tools & channels • Include a survey in an e-newsletter • Interview a cross-section of customers/members by phone
    32. 32. Step 3. Research & Develop your network See who’s doing what and where they’re doing it: – Research, read, & comment on blogs of similar topics. Google Blogs, Technorati – Check Facebook for business pages – LinkedIn for company pages – Search on Twitter - follow those with good content – Look for niche social network communities - Ning – Search on YouTube & Flickr – who’s got video & images
    33. 33. Step 4. Integrate with existing marketing & communications
    34. 34. Make sure the message is consistent!
    35. 35. Step 5. Measure and refine How do you measure social media? • # of Comments on blog/Facebook page - are they positive? • How often are you being mentioned & by whom? • Have more people engaged: Facebook fans, team members volunteer s base • Who is participating and have they become advocates? • Has your blog/website traffic increased? • Rankings on search engines improved? • Has your database increased via newsletter/email updates?
    36. 36. 4 Basic Rules to Follow 1. Transparency Clearly communicate who you are - be real Teach your team to state that they are employees Address negative comments People want to do business with people they connect with
    37. 37. 4 Basic Rules to Follow 2. Relevancy Remember who your audience is and make it important for them Listen & ask them what info they want and how they want it
    38. 38. 4 Basic Rules to Follow 3. Brevity Learn how to write Keep your messages short Average person’s attention span is now 2.7 seconds ….time it takes to read a text message or tweet
    39. 39. 4 Basic Rules to Follow 4. Network Be SEEN – Make use of today’s social media tools and put yourself out there
    40. 40. Remember, Customers are the ones with money
    41. 41. People want relationships Great Businesses & Great Leaders value their relationships the most
    42. 42. Thank You Contact: Donna DeClemente ddeclemente@ddcmarketing.com 585-261-5020 Website: www.ddcmarketing.com Blogs: www.donnaspromotalk.com www.lipsticking.com Connect: www.Twitter.com/ddeclemente www.facebook.com/donna.declemente www.linkedin.com/donnadeclemente

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