This presentation will guide you through some tips and tricks for engaging in the social media world, with the intention of growing your business, not just sharing your photos and what you ate last night.
11:45am - 1:00pmRiding the Wave of Social Media to Grow Your Business. This session will guide you through some tips and tricks for engaging in the social media world, with the intention of growing your business, not just sharing your photos and what you ate last nightWill cover 3 things;Why use Social Media for B2B Marketing/Sales?How to use Social Media?Strategies for Success
1200 First, - let me start by introducing AIIM….AIIM is a community for people looking at ways to improve their org find, control and optimize information assetsStarted in 1943Have approx 65,000 Associate and professional membersHQ just outside Washington, DC, - where I also live. More then 20,000 professionals have attended the AIIM Certificate programs.Also doing a lot of research – e.g. capture market trends, distributed vs centralized capture.Also doing standards – most known / unknown is PDF, PDF/A, PDF/Healthcare, etc.
1201The Japanese eat very little fat and suffer fewer heart attacks than the British or the Americans.On the other hand, the French eat a lot of fat and also suffer fewer heart attacks than the British or the Americans.The Japanese drink very little red wine and suffer fewer heart attacks than the British or the Americans.The Italians drink excessive amounts of red wine and also suffer fewer heart attacks than the British or the Americans.Conclusion: Eat and drink whatever you like. It's speaking English that kills you.Lets now look at 8 trends that you need to consider when solving your biz issues…
1202 Some data points to illustrate this the impact;Take social media:People now spend more time on Facebook than Google96% of 18-35 yr olds are on a social network34% of bloggers post opinions about products and brands78% of consumers trust peer recommendations, while only 14% trust advertisementAnd what about mobile:The shipment of smartphones and tablets has now surpassed the shipment of computersAt the MMA Forum Asia conference it was said 4.2 Billion people have a tootbrush but 5.1 Billion people have a mobile phone subscription..ChaCha interviewed 1,500 teens and young adults about their media habits.• If forced to pick one device, 61% would take phone, 18% the computer, 11% TV and 11% radio• 68% of teens said their favorite way to communicate was SMS, vs 10% voice calls, 9% facebook, 3% instant messaging and ...0.3% preferred emailAstonishing finding from UK survey of youth• 10% of youth think its ok to send SMS text messages while having sex, according to Retrovo research• 49% say its ok to send messages while eating
1205 The Cluetrain Manifesto is a significant book that came out around 1999 about the impact of the web. Nielsen “Trust in advertising” report: 78% of people trust the recommendations of other consumers. While only 14% of people trust advertisements.
1206 Your job as a marketer is now to get people to talk about your products. And people often talk about your products with or without your involvement.You just have to decide, - get involved or stay out.It took years before cable company COMCAST GOT this.For example: if you go to YouTube….
1207 Why should you care?BECAUSE 34% OF BLOGGERS POST OPINIONS ABOUT PRODUCTS AND BRANDS
1208 Why should you care?BECAUSE 57% FEEL BETTER SERVED BY COMPANIES THAT CONNECT WITH THEM VIA SOCIAL MEDIA.Source: 2008 Cone Business in Social Media StudyOriginally cited in: http://www.slideshare.net/mzkagan/what-the-fk-is-social-media-one-year-later
1209 Some organizations have realized this is a huge opportunity….Barry Judge, CMO of Best Buy, mastered this when he provided the environment in which Web staffer Ben Hedrington and marketer John Bernier could create Twelpforce, Best Buy’s 2,500-person strong Twitter help force.Members of the Geek Squad and corporate employees staff Best Buy’s @twelpforce account, fielding questions from consumers using an @reply to the customer. Best Buy has employees tag their tweets with #twelpforce, sending the answer through the @twelpforce account and allowing anyone searching the feed to find topics of interest.According to Twitter101 CaseStudies, the Twelpforce has provided over 19,500 answers to customer inquiries, over 2,500 Best Buy employees have signed up to answer questions, and complaints to Best Buy were reduced by 20% in the first year of the Twelpforce program.
1210 Another example why should you care?BECAUSE 78% OF CONSUMERS TRUST PEER RECOMMENDATIONSThis is what we incorporated in our new product reports- AIIM staff should not say a product is bad/good – but we have gathered our community’s experience with different products – easy of use, easy of implementation, level of support, etc.
1211 McKinsey have been putting focus on use of social technologies“A new class of company is emerging—one that uses collaborative Web 2.0 technologies intensively to connect the internal efforts of employees and to extend the organization’s reach to customers, partners, and suppliers. We call this new kind of company the networked enterprise.”
1212 Business benefits according to McKinsey..
1213 And if you are focused on business development…Forrester has done some excellent research into this… Research – ListeningMarketing – TalkingSales – EnergizingSupport – SupportingDevelopment – Embracing
1214 Part 2: How to use social media?
1215 Lets start by agreeing upon few important principles….Social media is a dialog, not a monologue – Engage people, don’t only spam them with promotional materialsThe person that shares the most will become the recognized industry expert – crate and share new contentDon’t just follow others revolution, create your own – important to RT and Like others, but more important to get them to see value in your contentThe world is flat again – reputation matters! – Be honest, truthfully, show respect and be responsive. Say Thank You all the time.
1215 We also have to understand that we need different tools for different purposesPeople spend their time on Google and Facebook – how do they then find you?Is it to find the answer to a question?Is it for networking?Is to discuss things?CONCLUSION:You can’t do this on your own – you need an armyImportance of content – you need a content strategyIBM is a unique social media success, as their dramatic increase in profits can be linked primarily to the creation of numerous blogs. They offered their employees the opportunity to set up their own blog, as well as their own Twitter account, allowing them to directly communicate with customers. This led to a 10 to 1 return on investment, equaling close to $100 billion.Question; What is the role of your website if your visitors spend their time on Facebook?
1216 CMO have the last few years published some really good guidelines for social media marketing…Also a 4th category; SEO; the more people link to you, the more important you are in search results = inbound links….Lets’ now explore how to use different social media for business….
1221If you want to be part of the conversation, it starts with you. Embrace it and your team will follow.
1222 Go to twitter.com, sign up for an account. I recommend using your actual name or something unique to you.
1223 Your profile contains all that people will see about you, and it shows you aren’t a spam robot, and that you are actually interesting.
1224 You can search for terms that are relevant to your business or region. Twitter also makes suggestions for you.
1225 Why 140 characters? Because a SMS is 160 characters. Be short, simple, direct. The most valuable of all talents is that of never using two words when one will do. ~Thomas Jefferson
1226 Reply to users and their tweetsBegins with the @usernameShows up in the mentions tab
1227 Any twitter update that contains your usernameShows replies to your tweets
1228 Don’t try to drink it all – just watch it now and then… Use hashtags to reach new audiences OR monitor brandsTweetJams, Follow others, Thank you for RT, …Question: Anybody taken part of a TweetJam? What’s the value for the participant? What’s the value of the host?Secure panelists, define hashtag, get questions, market the event, reach 54,000 people?
1229You all know a bunch of weird acronyms, so let’s add a few more. RT = Retweet. Repost someone's update as your ownTweet- a single updateTweetup – tweeting with other people on a topic for example #justinbieber or #wpfdTrending Topics- most talked about topics in real timeLists- organize your followersTwatted is NOT a word.
1230 Try to convey your point in a single tweetUse tools like bit.ly or goo.gl to shorten linksProvide valuable contentWatch what you tweethttp://www.buzzfeed.com/mjs538/red-cross-employee-accidentally-tweets-from-the-of
1234 Don’t tweet on the toilet… you might drop you phone. Twitter.comHoot SuiteTweet DeckTwitter for iPhoneTwidroid
1217 How to be successful using Twitter;Assimilate before you communicate: listen, then talkStyle your profile; make it interesting, relevant, Add value, not noise; dialog, not monologueMingle like you’re singleLet you be you; make it personal wit picture of yourselfBe upright and straight up: admit mistakes, apologize if necessaryAvoid TUI (Tweeting under the influence); think before you tweetDN’T CT CRNRS; not everybody understand abbreviations Can the Spam; make it valuable, not hard-sellingWag the Tag; use differenthashtags to reach different people – always 2-3…Show RT love, give props; respect and promote others – do what you want others to do to youKeep on truckin’; not only tweet once per week, but every other day
1237 Facebook: I only had one friend in the beginning – John Mancini – And I was his only friend…But times have changed…Used to be “Daddy – Get off Facebook…”,Now it’s almost everybody – and it is more personal and therefore valuable then LinkedIn…Check out who my friends are – more business friends then family….People do business with people who they’re friends with. And Facebook is a great way to get to know people. It allows people to see that I’m a person.
1238 Facebook: Set up a presence and check privacy settings… Get LIKES!!!!For business: Cross posts, news, unique campaigns, join or Like other relevant groupsFrom Mashable:As a manufacturer of prefabricated steel buildings, SteelMaster was initially hesitant to get involved in social media.“It’s steel buildings,” explains Michelle Wickum, director of marketing for the Norfolk, VA company. “How is that going to tie to Facebook? It doesn’t make a lot of sense, but when we looked at the growth in Facebook and social media, we felt we had to get our arms around it.”About a year ago, SteelMasterput its first toe into the social media water. The company discovered two important applications for their business. First, they found that Facebook is an excellent way to post pictures of customers’ steel buildings. Not only do the pictures engage existing customers — they also demonstrate to prospective customers the range of uses for SteelMaster buildings. “Photography for us is the hook,” Michelle explains.Perhaps more importantly, SteelMaster found that social networks like Twitter and Facebook gives it exposure to and create demand in specific verticals where it previously had little traction. Chicken farmers and woodworkers don’t typically think to use steel buildings, but when friends and colleagues share pictures of their SteelMaster buildings on Twitter and Facebook, the farmers and woodworkers become interested
1239 Linkedin – Your public resume while Google is the reference check?Not only – also a place we get new business!First improve your profileAdd interesting descriptionsAdd presentationsAdd reading listAdd tripsAdd and get recommendationsProvide updates
1240Join other relevant LinkedIn groups709 Imaging groups…LinkedInJoin the conversations at all other relevant groupsBoost the good conversations by providing comments and Like
1241 SlideShare:Provide Educational presentations – long tail, allow download as PPT, publish to groups, Follow others, etc.
1241YouTubeUse WebEx or Adobe Connect to record presentationsOr Camtasia
1243 Remember to monitor social media…Community MangersAlerts/DashboardAdvanced monitoring tools, e.g. sentiment analysis
1243 Part 3 – Strategies for Success - Let me at the end share some strategies for success…
1244 I also wanted to share some good advice from a blog; 8 Ways to Use Social Media Monitor conversations about your company and productsKeep up to date on your industryGive great customer serviceProvide emergency updatesGain customer feedback and opinionMove positive information to the topDrive traffic to your websiteCreate a reference library
1245 And lastly: let me share some opportunities for you…Ride the daily deals wave if you provide broad productsUse sites like RapidBuyr for B2B promotionCreate a Foursquare, Yelp, and Facebook presenceMake it easy for customers to check-in and share this Domino’s pizza credits Foursquare with a 29 percent increase in their profits. By creating promotions that encourage customers to “check-in,” they have increased the mention of their company across social media networks. Facebook has a similar feature now, which has also been successfully used to increase sales.Enable word-of-mouth marketingAsk customers to review your business on Yelp, Google Places, and LinkedIn
Riding the wave of socal media to grow your business
Riding the Wave of SocialMedia to Grow YourBusinessAtle Skjekkeland Dan O’LearyAIIM LincWare@skjekkeland @danieloleary
Great Moments in Statistics Reasoning!• The Japanese eat very little fat and suffer fewer heart attacks than the British or the Americans.• On the other hand, the French eat a lot of fat and also suffer fewer heart attacks than the British or the Americans.• The Japanese drink very little red wine and suffer fewer heart attacks than the British or the Americans.• The Italians drink excessive amounts of red wine and also suffer fewer heart attacks than the British or the Americans.• Conclusion: Eat and drink whatever you like. Its speaking English that kills you.
Why should you care?BECAUSE 34% OFBLOGGERS POSTOPINIONS ABOUTPRODUCTS AND BRANDS.Source: Socialnomics
Why should you care?BECAUSE 57% FEELBETTER SERVED BYCOMPANIES THATCONNECT WITH THEM VIASOCIAL MEDIA.Source: 2008 Cone Business inSocial Media Study
Why should you care?BECAUSE 57% FEEL BETTER SERVED BY COMPANIESTHAT CONNECT WITH THEM VIA SOCIAL MEDIA. Source: 2008 Cone Business in Social Media Study
Why should you care?BECAUSE 78% OFCONSUMERS TRUSTPEERRECOMMENDATIONSSource: Socialnomics
“A new class of company isemerging—one that usescollaborative Web 2.0technologies intensively toconnect the internalefforts of employees andto extend theorganization’s reach tocustomers, partners, andsuppliers.We call this new kind ofcompany the networkedenterprise.”
The benefits of the networked enterprise % reporting medianCustomer- related purposes, n=1,708 this improvementIncreasing effectiveness of marketing 63%- Awareness 20%- Consideration 15 %- Conversion 10%- Loyalty 10%Increasing customer satisfaction 50% 18%Reducing marketing costs 45% 15%Reducing support costs 35% 10%Reducing travel costs 29% 20%Reducing time to market 26% 20%Increasing number of successful innovations 24% 15%Increasing revenue 24% 10% Source = McKinsey Quarterly, The rise of the networked enterprise Source = McKinsey Quarterly, The rise of the networked enterprise
My Social Media Principles1. Social media is a dialog, not a monologue2. The person that shares the most will become the most recognized industry expert3. Don’t just follow others revolution, create your own4. The world is flat again – reputation matters!
Connect with experts• #AIIM• #ECM• #Capture• #SharePoint
1. Assimilate before youTweets to Success communicate 2. Style your profile 3. Add value, not noise 4. Mingle like you’re single 5. Let you be you 6. Be upright and straight up 7. Avoid TUI (Tweeting under the influence) 8. DN’T CT CRNRS 9. Can the Spam 10. Wag the Tag 11. Show RT love, give props 12. Keep on truckin’
8 Ways to Use Social Media 1. Monitor conversations about your company and products 2. Keep up to date on your industry 3. Give great customer service 4. Provide emergency updates 5. Gain customer feedback and opinion 6. Move positive information to the top 7. Drive traffic to your website 8. Create a reference library Source: http://kikolani.com/8-ways-businesses-social-media.html
3 New Marketing Opportunities• Ride the daily deals wave – Use sites like RapidBuyr for B2B promotion• Create a Foursquare and Facebook presence – Make it easy for customers to check-in and share this• Enable word-of-mouth marketing – Ask customers to review your business on Yelp, Google Places, and LinkedIn Source: http://www.marketingprofs.com/articles/2011/6016/three-new-ways-to-market-your-small-business
Questions? Connect… @/Skjekkeland @danielolearyPicture courtesy of Oscar Berg, Tieto