My first 16 slides are geared to educate and persuade….we won’t take a lot of time but it needs to be said so
You can't use SM the same way you use traditional advertising platforms and expect the same resultsThey don't work the same...Keep in mind today's consumer wants to build a relationship...how are relationships formed?They talk, exchange ideas, listen to each other...and the relationship forms. That's EXACTLY the process for online relationships!
How many of you would like to get 1 referral….?Someone sharing a story about you to 359 friends is like them “referring you to 359 people!
I'm excited for all of you because you took the time to be here (share statistic on biz on FB but not using it)
Outbound marketing is advertising, radio, billboards, trade shows, even email marketing!!!!!!
Most of the early users came from Des Moines, Iowa (where Ben was from)May 2010 they launched a campaign “Pin it forward”April 2012 – 17 millionth userPinterest mission is to “get you offline and to go do the things you love”
Example: Wine library (Book: Crush it – Gary Vanderchuck) Billboard on Jersey turnpike = 170 orders............paid $7500Radio = 240 ordersTwitter = 1700 ordersBut this doesn’t magically happen….you have to have an audience to hear the message….and you can’t attract an audience if you aren’t “attractable – LIKEable”
If you are not getting results (sales) it's not the platform (facebook) that's the problem...it's the content
EdgeRank is a ranking system designed by Facebook that determines how many of your company page’s fans actually see each of your Facebook posts. Researchers estimate that, on average, only about 17% of total Facebook friend and fan page posts actually appear in a user’s news feed.EdgeRank is a mathematical algorithm that filters out Facebook posts based on three variables; Affinity, Edge Weight, and Time Decay. The more successful a post is in each of these areas, the higher its rank, and the more people will see it.
Before you can “engage” you must first…..IDENTIFY OUR TARGET AUDIENCE
Just like any advertisement we must first know who our audience is before we create our “ads”Who are your customers?What are their problems?What do they want?What keeps them entertained?
http://www.google.com/alertshttps://twitter.com/searchFacebook Graph Search (in Beta now)YouTube SearchTweetBeep (fee based – like google alerts)Listen to leading companies in your industryListen to YOUR friendsKEY POINT: If you don’t listen – your competition will and they will take your business!
The key is to start building your community....once you have that, you have a place to implement your killer marketing strategy
When people like you it does 2 things...(pg 53)It gets you connected with themIt introduces and endorses you to EVERY ONE of their friends!
How do you get others to promote you….Be engaging.
Bottom line: Educate, Entertain, or Solve ProblemsHere are some key points to remember….
It’s not about YOUR BRAND…If the message is about your brand people won’t find it interesting…FOCUS on the customer: Entertain Educate / Inform Solve Problems
Before I share some ideas we need to talk about:80 / 20 RuleYearly Marketing Calendar…identifying opportunities and threats(EXAMPLE: if Hobby Lobby started posting things about Christmas in May…)60 BILLION pieces of content every day! How will your message be heard?(EXAMPLE)Having your message "seen" or "heard" in marketing is like this....have you ever bought a new car? And right after you bought it - you start to see it everywhere? That's what happens to people....we ALL have filtering systems that help protect us from too many messages....but once we enter the "buying" process we start to hear and see things we didn't before.
Oh yea, and the link takes you to the blog they took the information from. Watch blogs to get great content! (and give them credit)State Farm is really pushing a “winter sport” theme….why do you think that is? (hint: because it’s what’s on the mind of the consumer)Who do you think their target market is?Why do you think they choose that market?
Notice I have 18 friend who like red bull…
That link takes the audience to the page to purchase the song…
If a cookie can make things FUN what can we do?
Only 247,000 likes but look at their engagement!
Aflac doesn’t have pages to sell their product…they sell the duck!Everyone knows what Aflac does…(everyone know what the pool guy does)…but the question is – will they remember YOU when they need a pool guy?
Who do you think this campaign is representing?Is there anyone in this room that does not know who Coke is?Then why do they do this?Since they have launched this campaign they have received 1000’s of comments, likes, and share….and have 1000s of people following the story.
Launch a productAnnounce a webinar / seminarBuild excitement (unveil something exciting)Offer discounts / specials (Remember 80/20)EventsContest & SweepstakesGiveaways
Who’s their target market?What are they offering?Notice how small their logo is…..why?Why would someone sign up RIGHT NOW? (We must master value proposition, power of free, and compelling offer…)How do they sign up? Is it easy? Can they do it at midnight?
Email, Newsletter,Pg 131 by providing great content over time, you won’t need to advertise how great you are…they will know based on what you have shared.And when they are ready to buy, they won’t go to Google to search because they already know, like and trust YOU!
The Power of FacebookYou see a friend liked a local restaurantYou decide to visit for lunchYou walk in and a sign says “like us for a free appetizer”You love the food (but the appetizer is a little disappointing)Your receipts says post your experience (good or bad)You post of your disappointmentManger immediately responds and says “sorry”And gives you a gift certificate to come back…..
2 WAYS TO DRIVE TRAFFIC#1 Promote Your Page:Tell customers to LIKE you:On your websiteOn every email (signature)On your business cardsALL print materialReceipts you hand outAny snail mail you sendIn your wait messageOn your packagingOn location signsEVERYWHERE YOU CAN!#2 Get Others to Promote You:
VARIABLES OF A “GOOD” POSTTimeUse of Relevant Video / PicsContent / MessageCall To Action (CTA)Engagement is more important than likes.
Top 10 reasons Consumers LIKE Business Pages:1. To receive discounts or promos2. To show support for brand3. To get a “freebie” (samples, coupons, etc…)4. To stay informed about the company5. For updates on future projects6. For updates on upcoming sales7. Just for fun8. To get access to exclusive content9. To learn more about a company10.For education about topics the company shares
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