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Using Social Media To Drive Business


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Use tools like Facebook, LinkedIn and Twitter to Drive Sales. Full of free tips.

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Using Social Media To Drive Business

  1. 1. How To Use Twitter, Facebook and other Social Media to Drive Business. Presented By: CEO/Founder of .Com Marketing, Hillary Bressler
  2. 2. <ul><li>2008 Webster's Dictionary </li></ul><ul><li>Word of The Year is… </li></ul><ul><li>OVERSHARE </li></ul>
  3. 3. <ul><li>OVERSHARE </li></ul><ul><li>(verb): to divulge excessive personal information, as in a blog or broadcast interview, prompting reactions ranging from alarmed discomfort to approval. </li></ul>
  4. 5. 4 New Rules for Marketing <ul><li>Listening to consumers is more important than talking at them. </li></ul><ul><li>You can’t hide the corporation behind the brand anymore or even separate the two. </li></ul><ul><li>PR is a primary concern for all marketers. </li></ul><ul><li>Social Media is not a Strategy. </li></ul><ul><li>Ad Age 2009 </li></ul>
  5. 6. Digital Marketing Strategy <ul><li>Strategy: Written plan which combines product development, promotion, distribution, and pricing approach, identifies the firm's marketing goals, and explains how they will be achieved within a stated timeframe. </li></ul><ul><li>Tactics: </li></ul><ul><ul><li>Blogging </li></ul></ul><ul><ul><li>Microblogging (Twitter) </li></ul></ul><ul><ul><li>Search engine optimization </li></ul></ul><ul><ul><li>Social network participation (Facebook, LinkedIn) </li></ul></ul><ul><ul><li>Email marketing </li></ul></ul><ul><ul><li>Pay per click </li></ul></ul>
  6. 7. <ul><li>With 200 +mm Facebook users today and 900% growth in Twitter , its dangerous to ignore the potential of social media for getting traffic, audience, and customers. </li></ul>Epsilon-Roper poll
  7. 8. What is Social Media <ul><li>Facebook </li></ul><ul><li>YouTube </li></ul><ul><li>Myspace </li></ul><ul><li>Twitter </li></ul><ul><li> </li></ul><ul><li>Digg </li></ul><ul><li>Etc… </li></ul>
  8. 11. Top Social Media Sites Source:
  9. 12. Why Go Social? <ul><li>It’s no secret, it is here to stay </li></ul><ul><li>Millions are connecting and interacting </li></ul><ul><li>A static site will no longer be enough </li></ul><ul><li>Need a social presence to succeed </li></ul><ul><li>SEO is not enough, need to increase reach </li></ul>
  10. 13. Social Media How To <ul><li>Deciding to use social media is just like any other marketing decision. </li></ul><ul><li>Ask yourself: </li></ul><ul><ul><li>Is this tactic right for my target market? </li></ul></ul><ul><ul><li>How will I use it (branding/awareness, lead generation, promotion, etc.)? </li></ul></ul><ul><ul><li>Is there enough scope and scale to make it worth the effort? </li></ul></ul><ul><ul><li>How will I measure and what do I expect as results? </li></ul></ul><ul><ul><li>How will I integrate it with other activities? </li></ul></ul>© 2009 .Com Marketing
  11. 14. Social Media How To <ul><li>Most people do the last thing they should do first! </li></ul><ul><li>Before you engage in conversations you first need to LISTEN. </li></ul><ul><ul><li>Set up Google Alerts </li></ul></ul><ul><ul><li>Do searches on your brands </li></ul></ul><ul><ul><li>Watch industry bloggers and association sites </li></ul></ul><ul><ul><li>Check the social sites like YouTube, Facebook </li></ul></ul>© 2009 .Com Marketing
  12. 15. Social Media How To <ul><li>Once you hear what people are saying, where appropriate, respond. </li></ul><ul><li>Be AUTHENTIC </li></ul><ul><ul><li>People will spot or sales pitch a fake a mile away </li></ul></ul><ul><ul><li>Tell people who you are and why you are responding </li></ul></ul>© 2009 .Com Marketing
  13. 16. Social Media How To <ul><li>Find out where the passions are…..join those groups – go where the conversation is, don’t try to start your own yet. </li></ul><ul><li>Be a contributing member </li></ul><ul><li>Don’t take advantage of your status…no hard selling, no shameless self promotion…be a real person…this is about community. </li></ul>© 2009 .Com Marketing
  14. 17. Social Media Usage
  15. 18. Social Media Marketing
  16. 19. Why You Should Care <ul><li>It’s not just for kids </li></ul><ul><ul><li>In 2008, 43% of the U.S. adult population used online social networking at least once a month. That figure will rise to 49% in 2011. </li></ul></ul>
  17. 20. Getting Started… <ul><li>Don’t start a social media project just because you feel like you have to …Think of a strategy that makes sense for you and your content </li></ul><ul><li>Know your audience and know yourself </li></ul><ul><li>Set realistic expectations, it takes time to do this well </li></ul>
  18. 21. Challenges <ul><li>It should not be done instead of proven fundamentals. </li></ul><ul><li>It is not “free” </li></ul><ul><li>It is difficult to monetize </li></ul>
  19. 23. <ul><li>Social Media is about </li></ul><ul><li>the relationships </li></ul>
  20. 24. A Good Beginning <ul><li>Linkedin Profile </li></ul><ul><li>Facebook presence </li></ul><ul><li>Set Up A Blog </li></ul><ul><li>Twitter account </li></ul><ul><li>Flickr account </li></ul><ul><li>You Tube account </li></ul>
  21. 25. <ul><li>Free Options for starting a blog </li></ul><ul><ul><li> </li></ul></ul><ul><ul><li>Typepad </li></ul></ul><ul><ul><li> </li></ul></ul>
  22. 26. <ul><li>Implementing a blog </li></ul><ul><ul><li>Write about content that speaks to your audience. Use keywords </li></ul></ul><ul><ul><li>Submit to </li></ul></ul><ul><ul><li>Use a good SEO plugin </li></ul></ul><ul><ul><li>Add to many blog directories like Technorati </li></ul></ul><ul><ul><li>Make it easy for others to subscribe and share </li></ul></ul>
  23. 28. Blogs
  24. 29. Bill Marriot and CEO Blogs <ul><li>Mr. Marriott doesn’t type his posts, but he records them and they are transcribed </li></ul><ul><li>The blog has received over 500K visits since January 2007, generated nearly $4 million in hotel sales. </li></ul>
  25. 30. <ul><li>And a couple of choice Mr. Marriott quotes: </li></ul><ul><li>“ I would recommend blogging to any CEO. It’s worth it.” </li></ul><ul><li>“ Whether we like it [social media] or not, we have to get on board.” </li></ul><ul><li>“ Stories are the things that people remember.” </li></ul>
  26. 33. Facebook <ul><li>Facebook stats </li></ul><ul><li>200,000,000 - active users </li></ul><ul><li>100,000,000 - users who log on to Facebook at least 1x each day </li></ul><ul><li>170 - countries/territories that use Facebook </li></ul><ul><li>100 - friends the average user has </li></ul>
  27. 34. Business on Facebook <ul><li>Create a fan or group page: </li></ul><ul><ul><li>Promote your content and interact with over 20 million people who visit the site each month </li></ul></ul><ul><ul><li>Send messages to “Fans” of your organization </li></ul></ul><ul><ul><li>Tools such as links in news feeds promote viral growth </li></ul></ul><ul><li>Invite People to Join </li></ul><ul><li>Post Interesting Content </li></ul><ul><li>Market your Fan page everywhere </li></ul>
  28. 35. Fan Page
  29. 37. Facebook <ul><li>A Facebook Page is for your business </li></ul>
  30. 40. Facebook Ads
  31. 46. Search Questions
  32. 47. Book Marketing
  33. 48. Search Companies
  34. 49. Join Groups
  35. 50. Respond to Discussions
  36. 51. Twitter
  37. 52. Paid $25k for one tweet
  38. 53. <ul><li>More than one-half of all Twitter users (53%) are women, and the majority are young. Among users who disclose their age, 66% are under 25, and another 15% are ages 25 to 29. </li></ul>
  39. 54. Twitter <ul><li>Real-time way to instant message groups of people who are following you </li></ul><ul><li>Microblogging service, each “tweet” is only 140 characters </li></ul><ul><li>There are over 2.5 million Twitter users </li></ul><ul><li>Go to to find people talking about what you’re talking about and reach out to them </li></ul><ul><li>To find out who’s talking about you, go to </li></ul>
  40. 55. Twitter <ul><li>Keep a consistant message </li></ul><ul><li>Use tools like </li></ul><ul><li>And tweetdeck and Hootsuite </li></ul>
  41. 66. Where is this major bank on Twitter???
  42. 67. Big Opportunity!
  43. 69. Profile/Twitter Handle <ul><li>Once you sign up you will get a home page/profile page. </li></ul><ul><ul><li>http:// </li></ul></ul><ul><ul><li>From your home/profile pages, you can find others Twitter streams to follow and post your own messages. </li></ul></ul><ul><li>Your Twitter handle is how others know you on Twitter. </li></ul><ul><ul><li>@hillarybressler </li></ul></ul><ul><ul><li>@commarketing </li></ul></ul>
  44. 70. Your Domain Space <ul><li>1) Run an audit of where your brands are. </li></ul><ul><li>2) Prioritize the usernames. Sal's Ristorante but it's known as Sal's Pizza, so salspizza (which is also easier to spell and type) would be the preferred name. </li></ul><ul><li>3) Use a site such as or to enter see if your usernames are taken across scores of sites. </li></ul><ul><li>4) Prioritize sites. If you're at a total loss, use Compete or Quantcast's free tools to see how much traffic the sites get, and pick a threshold. </li></ul><ul><li>5) Fill in the minimal information required, post a link back to your homepage or the hub of your social marketing program, and adjust the privacy settings (where possible) so that's they're visible to the smallest audience. </li></ul><ul><li>6) Check where competitors are. </li></ul><ul><li>7) Don’t find opportunities to undermine competitors throughout this process. Be one of the good guys. Try believing in karma. </li></ul>David Berkowitz
  45. 72. Who to follow <ul><li>With Twitter, who you follow is everything </li></ul><ul><li>First figure out who is important to you: </li></ul><ul><ul><li>People talking about your brand or industry </li></ul></ul><ul><ul><li>Prospects </li></ul></ul><ul><ul><li>Customers </li></ul></ul><ul><ul><li>Influencers </li></ul></ul><ul><ul><li>Experts </li></ul></ul><ul><li>Resources exist to help you find them </li></ul>
  46. 73. Finding people to follow <ul><li>, – search Tweets for company/industry keywords </li></ul><ul><li>, – Twitter business directories </li></ul>
  47. 74. Following the right way <ul><li>Don’t start following 1,000 people right away </li></ul><ul><li>Follow those who follow you </li></ul><ul><li>Follow others in proportion to who is following you </li></ul>
  48. 77. Southwest Airlines <ul><li>The social media team includes a team of 3 people. </li></ul><ul><li>For example, when a traveler complained recently about Southwest's check-in process, he received a quick, public response from an airline employee saying, </li></ul><ul><li> &quot;So sorry to hear it! </li></ul><ul><li>What don't you like about the check-in process? </li></ul><ul><li>Did your flight get off okay?“ </li></ul><ul><li>&quot;We monitor those channels because we know these conversations are taking place there , and we can either watch the conversations or take part in them,&quot; said Southwest spokeswoman Christi Day. </li></ul>
  49. 78. Tracking <ul><li>For External blogs and other Consumer Generated Media (CGM) </li></ul><ul><ul><li>Share of positioning </li></ul></ul><ul><ul><li>Share of preferred types of conversations </li></ul></ul><ul><ul><li>Share of desirable vs. undesirable </li></ul></ul><ul><ul><li>Share of visibility </li></ul></ul><ul><ul><li>Share of quotes </li></ul></ul><ul><ul><li>Optimal content score </li></ul></ul><ul><li>For your controlled social media program </li></ul><ul><ul><li>Traffic </li></ul></ul><ul><ul><li>Repeat visits </li></ul></ul><ul><ul><li>Engagement </li></ul></ul>
  50. 79. <ul><li>How to Gather Feedback with Social Media </li></ul><ul><li>Add a Survey to Your Website or Blog - WuFoo </li></ul><ul><li>Add a Poll to Your Facebook Page - Involver </li></ul><ul><li>Poll Your Twitter Followers – Polldaddy or Twtpoll </li></ul><ul><li>Add A Poll to your LinkedIn Account- </li></ul><ul><li>LinkedIn Answers </li></ul>
  51. 80. Tools you’ll need <ul><li>A way to monitor your reputation: </li></ul><ul><ul><li>Google News/Google blogs </li></ul></ul><ul><ul><li>Technorati, Sphere </li></ul></ul><ul><ul><li>NewsTrak, Cyberalert, CustomScoop, e-Watch </li></ul></ul><ul><ul><li>RSS feeds </li></ul></ul><ul><ul><li> </li></ul></ul>
  52. 81. <ul><li>Free Measure Tools </li></ul><ul><ul><li>Google Analytics </li></ul></ul><ul><ul><li>Alexa </li></ul></ul><ul><ul><li>Google Alerts, Bloglines </li></ul></ul><ul><ul><li>Perspctv- Compare, analyze, monitor... Your dashboard on anything. </li></ul></ul><ul><li>Paid Measurement Tools </li></ul><ul><ul><li>Serph- social media search engine </li></ul></ul><ul><ul><li>Keotag- another social media search engine </li></ul></ul>
  53. 82. Trends <ul><li>There has been a tremendous amount of buzz surrounding one of Google’s newest products, Google Wave .  Essentially, it is a real-time communication platform that combines aspects of email, wiki, chat, app platform, and more into one tool.  Some hail it as the replacement to email, while others believe it is too ambitious for its own good. </li></ul>
  54. 83. <ul><li>Try Social Media! </li></ul><ul><li>It is a tactic, not a strategy. </li></ul><ul><li>Experiment! </li></ul><ul><li>Don’t forget about the proven online tactics. </li></ul><ul><li>Don’t Play With All The Social Media Toys </li></ul>
  55. 84. How To Reach Me <ul><li> ( email) </li></ul><ul><li>407.774.4606 ext 203 ( office) </li></ul><ul><li>321.356.4769 (cell) </li></ul><ul><li>@hillarybressler ( Twitter) </li></ul><ul><li>Hillary Bressler ( LinkedIn) </li></ul><ul><li>HillaryBressler ( Facebook) </li></ul><ul><li>400 N. Wymore Road, Winter Park (mail) </li></ul><ul><li>407.774.9959 ( fax) </li></ul><ul><li>In person for lunch ;-) </li></ul>