Beginners Guide to Social Media


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George Wallace and Rebecca Slosberg of the Discovery Communications group give a presentations on the basics of social media to the Merrimack Valley Estate Planning Council. These principals can be applied to any business marketing strategy.

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  • Gives you a professional appearance. Having a website is a good boost for your image. However, having a poorly developed web site can actually do more harm than good. You need to make sure that your site is professional enough to portray yourself or your business. Open 24/7! With a web site, you are essentially open for business 24/7. If you have an online store, there really could not be a bigger benefit. You can accept orders on weekends, holidays, and at any hour of the day. Exposure Unlike magazine or newspaper ads that may run for a week, your web site can be used as a promotional tool 365 days a year. This is especially true if you have your web site marketed to display in search results. Convenience It is rather convenient to have a website. Customers almost expect this of you, and if you don’t have a web site chances are you won’t be taken as seriously. It is also rather easy to update your web site, versus making changes to catalog’s or brochures which require reprinting and sending. Expanded Marketplace Your website could reach clients you may never have met if you arent online. This is where true profits can be made.
  • Beginners Guide to Social Media

    1. 1. <ul><li>Social Media </li></ul><ul><li>Marketing </li></ul>For The Estate Planning Professional! April 5, 2011
    2. 2. <ul><li>George Wallace </li></ul><ul><li>President </li></ul>Rebecca Slosberg Digital Marketing Specialist @ DiscoveryCG
    3. 3. “ The great French Marshall Lyuatey once asked his gardener to plant a tree. The gardener objected that the tree was slow growing and would not reach maturity for 100 years. The Marshall replied, “In that case, there is no time to lose; plant it this afternoon.”   - John F. Kennedy
    4. 4. A new way of thinking about an old concept You are already participating in social networking! The Merrimack Valley Estate Planning Counsel IS a social network!
    5. 5. The Prism of social media revolves around your website
    6. 6. Traditional Marketing Inbound Marketing
    7. 7. Traditional Media <ul><li>All about THEIR business </li></ul><ul><ul><li>It should be about what they can do for YOU </li></ul></ul><ul><li>In your face </li></ul><ul><ul><li>Don’t have the choice </li></ul></ul><ul><li>Hits the mass, no personal attention </li></ul><ul><ul><li>Looks at numbers, not people </li></ul></ul>
    8. 8. Inbound Marketing <ul><li>Developing a relationship </li></ul><ul><ul><li>Getting to know the client, personally </li></ul></ul><ul><li>Inviting </li></ul><ul><ul><li>Don’t force, giving choices </li></ul></ul><ul><li>Provide value </li></ul><ul><ul><li>Give away knowledge, free trials or analysis without expecting something in return </li></ul></ul>
    9. 9. The Strategy <ul><li>Who are your Clients? Prospects? </li></ul><ul><li>What are they interested in? </li></ul><ul><li>What do you want to hear from them? </li></ul><ul><li>What do you want to talk to them about? </li></ul><ul><li>Segmentation </li></ul><ul><li>What value can you offer? </li></ul><ul><li>What are your goals? </li></ul>
    10. 10. The Basics <ul><li>Change Your Thinking </li></ul><ul><li>Take a Good Look at Your Website </li></ul><ul><li>Figure out what you want to say, and to whom? </li></ul><ul><li>Start the Discussion </li></ul>
    11. 11. Your Website is Your Hub
    12. 12. Why do you NEED a good Website? <ul><li>Gives you a professional and trusted appearance </li></ul><ul><li>A website is open 24 hours a day 7 days a week, unlike your office </li></ul><ul><li>Exposure 365 days a year </li></ul><ul><li>Convenience for clients </li></ul><ul><li>Expanded Marketplace, reach clients you may otherwise have never met </li></ul>
    13. 13. Only 1 in 10 consumers trust ads , even if they saw the ads, they are likely to ignore them or NOT base their purchase decisions on them. (Adweek Media/Harris Poll, 2010) In a study conducted by social networking site myYearbook, 81% of respondents said they'd received advice from friends and followers relating to a product purchase through a social site; 74% of those who received such advice found it to be influential in their decision. (Click Z, January 2010) 53% of people on Twitter recommend companies and/or products in their Tweets, with 48% of them delivering on their intention to buy the product. (ROI Research for Performance, June 2010)
    14. 14. Implications <ul><li>A new paradigm for conducting business </li></ul><ul><li>Companies no longer in control of their brands </li></ul><ul><li>People depending on other people for the information that informs their buying decisions </li></ul>
    15. 15. <ul><li>It is not about the technology </li></ul><ul><li>It is about how to build the relationships USING the technology </li></ul><ul><li>Tactics vs. Strategy </li></ul>Caution!
    16. 16. P.O.S.T. <ul><li>P eople </li></ul><ul><li>O bjectives </li></ul><ul><li>S trategy </li></ul><ul><li>T echnology </li></ul>
    17. 17. “ But really, what IS it?” (in a nutshell)
    18. 18. In a nutshell.. <ul><li>Blogs </li></ul><ul><li>Discussion Groups and Forums </li></ul><ul><li>Wikis </li></ul><ul><li>RSS </li></ul><ul><li>Widgets </li></ul><ul><li>Podcasts </li></ul><ul><li>Virtual Worlds </li></ul><ul><li>Viral Video and Photo </li></ul><ul><li>Social Networking Sites </li></ul><ul><li>Social Bookmarks </li></ul>
    19. 19. From Soup to Nuts
    20. 20. Presidential Race 2008 <ul><li>Results as of election eve 2008 </li></ul>Social Network McCain Obama Obama Now Facebook Fans 620,319 2,379,102 7,646,208 Twitter Followers 4,603 112,475 3,326,837 YouTube Channel Views 2,052,993 18,413,110 22,730,210 MySpace Friends 217,811 883,166 1,926,593
    21. 21. Massachusetts Senate Race <ul><li> As of election eve 2010 </li></ul>Social Network Scott Brown Martha Coakley Facebook Fans 94,779 17,361 Twitter Followers 11,667 3,925
    22. 22. Governor's Race <ul><li>As of February 2010 </li></ul>Social Network Tim Cahill Deval Patrick Charlie Baker Facebook Fans 2,790 11,930 1,370 Twitter Followers 320 10,010 1,370 YouTube Channel Views None 18,439 None MySpace Friends None 376 3,242
    23. 23. “ I don’t have time for all that. I have a business to run…”
    24. 25. SOCIAL NETWORKING IS NOW MORE POPULAR THAN EMAIL According to Nielsen Online’s 2009 study, 66.8% of Internet users have used social networks, while only 65.1% have used email.* 57% of U.S. Adults have a Profile on a Social Networking Site. *
    25. 26. How Long Does It Take To Reach 50 Million People?
    26. 27. “ So how do I get started?”
    27. 28. BLOGGING 101 152 million – The number of blogs on the Internet (as tracked by BlogPulse). 73% of online users read blog posts, even if they aren’t aware of it.
    28. 29. Crucial to Online Marketing <ul><li>Achieve Expert Status in your field </li></ul><ul><li>Promote Your Name, Brand, Product/Service </li></ul><ul><li>Deliver Traffic to your Website </li></ul><ul><li>Increase Your SEO Rankings </li></ul><ul><li>Develop a Community of Prospects and Brand Ambassadors </li></ul>
    29. 30. “ Wait, you want me to give away FREE advice?”
    30. 31. Corporate Blogging <ul><li>Hosted by GM Executives </li></ul><ul><li>Showcases “cars of the future”, the company’s move toward energy-efficient vehicles, and videos of prototypes. </li></ul><ul><li>Allows consumers to become part of the conversation. </li></ul><ul><li>Includes “Fact or Fiction” commentary </li></ul>
    31. 32. LINKEDIN 101 LinkedIn users tend to be more senior: 46% are Management or Executive Level The majority (66%) of LinkedIn users are decision makers or have influence in purchase decisions for their companies
    32. 33. <ul><li>The First step to joining the Social Network </li></ul><ul><li>Connect with past contacts, new prospects, industry insiders, referral sources </li></ul><ul><li>Stay in touch with your network of contacts as they transition; be the first to know of new moves, promotions, career changes </li></ul><ul><li>Make introductions within your newly expanded network </li></ul>
    33. 34. Your LinkedIn Profile is like a resume for you and your business! Make sure to complete it 100%
    34. 35. FACEBOOK 101 Facebook has grown from 100 million to 200 million users in less than 8 months . If it were a country, it would be bigger than Brazil .* Facebook now has 500 million active users! * 2009
    35. 36. Facebook Statistics <ul><li>The fastest growing demographic is baby boomers, those that are 55+ (, Aug. 2010) </li></ul><ul><li>Facebook is the second most trafficked site in the United States (Alexa Ranking) </li></ul><ul><li>51,481,960 Facebook users are between the ages of 35 and 64 </li></ul><ul><li>Facebook generates 770 billion page views per month </li></ul><ul><li>Average user is connected to 80 fan pages </li></ul><ul><li>Average user creates 90 pieces of content each month (Social Media Today, March 2011) </li></ul>
    36. 37. Facebook: Ernst & Young
    37. 38. Facebook: Haymond Law
    38. 39. TWITTER 101 In the past year alone, the average number of tweets per day has nearly tripled from 50 million to 140 million. *Huffington Post, March 2011
    39. 40. Twitter Statistics <ul><li>175,000,000 – Number of twitter user accounts </li></ul><ul><li>460,000 – Average number of new accounts per day over the last month. </li></ul><ul><li>182% – Increase in number of mobile users over the past year. </li></ul>
    40. 41. Even the Boston Police are Tweeting!
    41. 42. Enterprise Bank: Celebration of Excellence
    42. 43. How? <ul><li>We researched and found members in the nominating community (Massachusetts and New Hampshire) using advanced search tactics that were active in social media. </li></ul><ul><li>We connected with them on Facebook and Twitter, telling them about the event and how they can make a difference by nominating a business while guiding them to the correct place online to do so. </li></ul>
    43. 44. Results? <ul><li>We had a goal of getting 250 nominations. By the last day of nominations we had received over 350, surpassing our goal by 100. </li></ul><ul><li>Furthermore, out of the 350 nominations over 125 submitted their applications to receive the award, over 25 more than our goal of 100 applications submitted. </li></ul>
    45. 46. Show that you’re THE expert
    46. 47. <ul><li>90 Days to set up all platforms, get populated, and get trained! </li></ul>How long does it REALLY take? 45 minutes a day to engage with your target audience, that’s it!
    47. 48. <ul><li>George Wallace </li></ul><ul><li>President </li></ul>Rebecca Slosberg Digital Marketing Specialist @ DiscoveryCG