1. How to Use Social Media to Build Your Business By John Foley, Jr.
2. John Foley, Jr. Established two companies: interlinkONE (CEO) GrowSocially (CEO/CMO) Grow Socially Specializes in online marketing and social media with Marketing strategy, campaign development, execution, real-time relationship-building and measurement. Phone: 978-674-8081 Email: JohnF@GrowSocially.com Online at: www.twitter.com/JohnFoleyJr www.facebook.com/JohnFoleyJr www.LinkedIn.com/in/JohnFoleyJr Thank you to @jaybaer & @chrisbrogan
6. Overview What is Online Marketing Inbound Marketing Social Media Marketing
7. What is Online Marketing? Website Search Engine Optimization Search Engine Marketing Social Media
8. Search Engine Optimization Becoming more searchable Using specified keywords Consistently updating Using linksto other pages of site or other websites Search Engine Marketing Pay-Per-Click What is…?
10. Why Use Social Media More prospects to sell to Generate interest in your brand Build your brand Loyalty Position your company Customer Service Another Channel
11. Take Your Website to the Next Step Social-friendly, searchable Interactive Blogs Comments Landing Page eNewsletter Sign-Ups Widgets Calls to action for people to raise their hand
12. Widgets Appealing to the eye Creative Interactive Different Can be a call to action
15. Inbound and Outbound Marketing Work Together COMPANY WEBSITE Whitepapers, eBooks Downloads eNewsletter Sign-Ups Comments & Questions on Blog Info/Inquiries Webinar Sign-Ups Social Media SEO DM/Flyer E-mail Links Other 3500 Visitors CRM 2000 Visitors 800 Visitors 100 Visitors
16. Social Media Marketing Plan Describe Business and Its Goals Know Your Audience The One Thing Humanize Your Brand Content Resource & Distribution Strategy Measure Your Success Strategy Before Tactics!
17. Know Your Audience Who Are They? Where Are They Cyclically? How Do They Use Social Media?
18. Define Target Audience Prospecting Customer Service Partner Management Audience Acquisition Discover Engage Get Found Your Target Audience – It’s Important
19. Is everyone interested in the same communication? I still e-mail I love my mail I use Facebook, Twitter & LinkedIn I’m on Twitter I Google for my information Where are your prospects and customers getting their information?
24. Top 4 Channels for PSPs LinkedIn: Chamber of commerce networking event Facebook: House party with a business effect Twitter: Block Party YouTube: Your own TV Station
25. What is Twitter? Share what you are doing in 140 characters or less A social messaging utility for staying connected in real-time www.Twitter.com
27. Pros Cons Easy to use Great lead generation tool Reach a large amount of people Position yourself as a thought leader Communicate and engage in another marketing channel Easy to find target audience Great customer service tool Measurable Requires a Human Resource Time and effort Works best when you are consistent What will you post? Spam
28. Best Practices Actively participate & engage Share information! Pictures, links, videos Be a thought leader, be yourself, show the human side of your business Use tracking tools like ilnk.me, bit.ly, budurl.com Review efforts & measure results
29. What is Facebook? A free social network used by people & companies Companies can host pages and groups to self-promote www.Facebook.com
30. Get Yourself Out There Creating a page involves: Logo Name Content
31. Pros Cons Requires Human Resource Time and effort Spam (fans, games) Not obvious how to measure success If things go bad. Extension of Company Website “Human” side People share Post articles, videos, pictures, etc. Stay on “top of the mind” Event Promotion Discussion Boards
32. Best Practices Actively promote your page Seek out friends and fans Share information Must be active Variety: Pictures, links, videos
33. What is YouTube? Video-sharing website on which users can upload and share videos. www.YouTube.com
35. Big Production VS Business Casual More approachable, more interesting, more diversified, more updates!
36. Pros Cons Risk poor reviews? Time spent getting videos done Need to promote it Free! Improves SEO “Personal” side Can create viral marketing opportunity Track views and links to your videos
37. Best Practices Customize look and feel of your channel Keep videos short – 1 to 3 minutes Keep up variety: from educational to funny Stay consistent with posting frequency Must go Casual
38. What is LinkedIn? A business-oriented social networking site Mainly used for professional networking Has more than 43 million registered users, spanning 170 industries www.LinkedIn.com
43. Pros Cons Requires a human resource Time and effort Lack of knowledge Need to participate Free! Prospecting “Engagement tool Track views and links to your articles
44. Best Practices Connect with prospects and customers Use the question and answer section to find and provide help Become active in the groups! Content is King Post self-promotional items – news and events
45. Humanizing Improves SEO Keywords Links Updated Information Give Expertise Updates on CompanyActivities Sharing Information Blogs
46. Four Fundamentals of All Five tools Build your network Engage with the network you have built Be consistent Track and analyze
49. Engage and Nurture – The Ongoing Conversation QR Search Social Codes E-mail Website RSS Flash Banner Engines Media Direct Mail Radio/TV Magazines Posters Flyers Labels Other Personalization Campaign Management Reporting Administration Automation Your Website SMS MMS PDA Blackberry
50. Integrating content creation, distribution, customer engagement, and measurement of your marketing efforts can increase campaign effectiveness.
51. You need Staff You need a plan How Do You Get Started? InHouse OutSource Do you have a marketing plan Create one
52. Marketing Calendar Announce on website Mail -Monthly Newsletter Send out flyers to clients Email eNewsletter (Announce) Tell colleagues you’re attending Expo Event 8AM-6PM Send thank you cards Enter new contacts in Excel
53. Marketing Calendar Create Post, Link back to website Announce on website Announce on & Mail -Monthly Newsletter Send out flyers to clients Connect with Keynote Speakers on Email eNewsletter (Announce) Comment on event’s page Share event article on Announce booth # with video post Tell colleagues you’re attending Share event article on Expo Event 8AM-6PM Join in on event’s hashtag Send thank you cards Enter new contacts in Excel Follow-Up with Post & Post Pictures Share speaking presentation on Friend new contacts on
54. Inbound and Outbound Marketing Work Together COMPANY WEBSITE Whitepapers, eBooks Downloads eNewsletter Sign-Ups Comments & Questions on Blog Info/Inquiries Webinar Sign-Ups Social Media SEO DM/Flyer E-mail Links Other 3500 Visitors CRM 2000 Visitors 800 Visitors 100 Visitors
82. Who is already there? There’s a place for you too. Start today. interlinkONE Copyright 2009
83. Quotes Debbiedee5People, communication, prospects, sales leads, business relationships AudraPinkerton Social media has connected me with great people, keep in touch when clients move and 2 RFPs!
84. Have we had success? Since end of 2008….. …. From 0 – 4000 between corporate and individual accounts for Twitter Followers …. 10K+ have clicked on our links, downloaded our ebook, our whitepaper, from social media sites alone!!! 50+ prospects in pipeline directly from twitter…
85. Let Others Tell Your Story Word-of-mouth marketing has expanded… If you have a great company, product or service, people will spread that message for you. Deliver relevant information, and people will return the favor.
86. The Marketing Mix “Do not lose sight on the fact that social media is simply one part of a successful marketing mix. “Traditional marketing mediums must still be used to reach everyone in your audience.” “Target the right audience, using the right channel(s), the relevant media(s), and the right response channel(s).
87. Resources for you http://Search.Twitter.com (search conversations) http://tweepsearch.com/ (search by Title & Position) http://twitterrific.com/ (help managing Twitter) http://WordPress.com (for blogging and website) http://chrisbrogan.com (leading blogger on social media) http://eMarketer.com (for daily charts and statistics) http://MarketingProfs.com (for case studies and advice) Google it, Bing it, Yahoo it. “What’s #sxsw?” / “What’s a twitter feed?” / “Using facebook in business”
88. John Around The Web Create QR’s for free - QreateAndTrack.com Twitter.com/JohnFoleyJr Linkedin.com/in/JohnFoleyJr Facebook.com/GrowSocially YouTube.com/GrowSocially
Editor's Notes
How people communicate, Target like-minded prospects, Communicate with customers
Where Are They Cyclically?StudentsHow Do They Use Social Media? Older audience may not want to engage in “make a video” contest Older audiences appear low on “Creator” scale.
Social media is about people, not logos. How will you let down your guard? If you’re a small company, congratulations, this should be pretty easy. If you’re a big company, how can you act small again?
Lots of ways to measure social media success, so make sure you determine your key metrics BEFORE you get started. I recommend picking three solid metrics to track. Appropriate metrics differ based on what your objective is for the program.
Tweets are text-based posts of up to 140 characters in length which are displayed on the user's profile page and delivered to other users who have subscribed to them (known as followers).
Here is how Tiwtter is used to promote a white paper…..
Look up fulfillment groups… add and take that screenshots
Here is an example of how John Foley used LinkedIn Groups to pose a question…… and gain leads!
I asked the question in the beginning how many folks are using social media today for business building or working with custoemrs, prospects or peers?What about listserve?
Chris brogan analogy
1) Start slow. The number of tools available can be overwhelming. Pick one or two, learn them, and move on. You’re not going to tackle the whole world overnight.2) Just do it. There are plenty of excuses not to try, but social media is an experiment. You don’t know what does work until you find out what doesn’t work.3) Be yourself. Don’t be a fake person or a robot. If people fall in love with you on a personal level, they are certainly going to want to do business with you on a professional level.
QR Goes to VIDEO SERIES: USING SOCIAL MEDIA TO BUILD BUSINESS interlinkONE’s President and CEO, John Foley, Jr. presented “Using Social Media to Build Business” at the NAQP 2009 Conference in Austin, Texas.Here are a few of the highlights:
