Social Media 105: How to Build a Community of Customer Advocates


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Social Media 105: How to Build a Community of Customer Advocates

  1. 1. Social Media 105: How to Build a Community of Brand Advocates
  2. 2. Michelle Hummel CEO of… Thanks for joining me today! <ul><li>Web Media Expert: Social Media Agency </li></ul><ul><li>Like Social Media: Business Directory & Ranking Tool </li></ul><ul><li>Send Social Media: Social Media Management Dashboard </li></ul><ul><li>Social Media Matcher:   Social Media Applications Directory </li></ul><ul><li>Web Media University: Social Media Training and Certification </li></ul><ul><li>COMING SOON! </li></ul><ul><li>My book: The Social Media Magnet “ Everything you need to know to attract customers with social media” by Michelle Hummel </li></ul><ul><li>  </li></ul><ul><li> </li></ul>
  3. 3. <ul><li>The Future of the Internet is Social </li></ul><ul><li>Google+ </li></ul><ul><li>“ Google+ invites were being sold on eBay for up to $27 each!” </li></ul><ul><li>Players may change but you MUST learn how to adjust </li></ul><ul><li>Start now or you will be behind by your competitors </li></ul>Why Social Media? How do you keep up with social media trends?
  4. 4. <ul><li>2 nd most visited website </li></ul><ul><li>750,000,000 users worldwide </li></ul><ul><li>57% female 47% male </li></ul><ul><li>Fastest growing demographic 35+ </li></ul>The Big Players – Facebook Do you have a Personal Facebook Profile? Credits: Amodiovaleria Verde
  5. 5. <ul><li>30 billion pieces of content shared each week: web links, new stories, blogs posts, notes, photo albums etc. </li></ul><ul><li>3.5 million events created each month </li></ul><ul><li>1.5 million local businesses have Facebook fan pages </li></ul>Facebook Content Review Do you have a Facebook Fan Page?
  6. 6. <ul><li>3 rd most visited website </li></ul><ul><li>35 hours of video footage is uploaded to the site ever minute </li></ul><ul><li>Demographic is 18-54 </li></ul><ul><li>Millions of clips are marked as “favorite” </li></ul><ul><li>Millions of people subscribe to channels every day </li></ul>The Big Players – YouTube Do you have a YouTube Channel? Credits: Amodiovaleria Verde
  7. 7. <ul><li>9th most visited website </li></ul><ul><li>80% of Twitter usage is outside of Twitter…people update anywhere, anytime…imagine what that means for bad customer experience </li></ul><ul><li>The average number of tweets per hour is around 1.3m </li></ul>The Big Players - Twitter Source: Socialnomics author Erik Qualman Do you have a Personal and/or Business Twitter?
  8. 8. <ul><li>13th most visited website </li></ul><ul><li>101 Million Members Worldwide </li></ul><ul><li>41.1% female and 58.9% male </li></ul><ul><li>Fastest growing demographic 35+ </li></ul><ul><li>80% of companies are using LinkedIn to find employees </li></ul>The Big Players - LinkedIn Credits: Amodiovaleria Verde How do use LinkedIn to benefit your company?
  9. 9. <ul><li>Officially launched on May 2003 </li></ul><ul><li>Operates in over 200 countries </li></ul><ul><li>Over 52% of LinkedIn members are located outside of the US </li></ul><ul><li>Used by 69 of the Fortune 100 companies </li></ul><ul><li>More than 1 Million companies have LinkedIn Company Pages </li></ul>LinkedIn Facts Credits: Amodiovaleria Verde
  10. 10. <ul><li>Blog should be part of your website </li></ul><ul><li>Drive traffic with original content </li></ul><ul><li>Content is critical even more now with Google+ </li></ul><ul><li>WordPress is one of the best blogging platforms </li></ul>Do You Have a Social Media Hub? Do you have a Blog? Does it live on your website?
  11. 11. <ul><li>Fresh Content , you must be writing and posting new blogs for SEO </li></ul><ul><li>Social Content , you must be providing interesting content others will enjoy and share </li></ul><ul><li>Easy to share , do you provide your visitors easy ways to share, like, download and/or retweet your content? </li></ul>Is your site “Social Media Friendly”? Is your content easily shareable?
  12. 12. <ul><li>The most popular CMS in use today </li></ul><ul><li>Powering nearly 8.5% of all websites </li></ul><ul><li>10,000+ plugins available </li></ul><ul><li>100+ million total plugins downloaded </li></ul><ul><li>13+ million total downloads of WordPress at a rate of approx. 2 per second </li></ul>WordPress Fun Facts *Data compiled by Chase Granberry of Authority Labs Search rank Monitoring
  13. 13. <ul><li>Famous Brands Like: </li></ul><ul><li>Playstation </li></ul><ul><li>MTV </li></ul><ul><li>Lexus </li></ul><ul><li>eBay </li></ul><ul><li>CNN </li></ul><ul><li>NASA </li></ul><ul><li>Ford </li></ul><ul><li>Sony </li></ul><ul><li>People </li></ul>Who is using WordPress?
  14. 14. How do I build a Community with Social Media?
  15. 15. Questions To Ask Yourself <ul><li>Have you created a LinkedIn group for your business? </li></ul><ul><li>Have you created a Facebook group? </li></ul><ul><li>Does your Facebook business page create relationships? </li></ul><ul><li>Social media has great potential to create a sense of community around your business </li></ul>Have you created a community platform?
  16. 16. Community Needs A Leader <ul><li>A great community needs a strong leader </li></ul><ul><li>Clearly define the purpose of your community </li></ul><ul><li>Individuals want to connect with other like-minded members </li></ul><ul><li>A good community will attract customers, influence and opportunities </li></ul><ul><li>Entreprenuer’s Advice Club </li></ul>Do you think of yourself as a leader?
  17. 17. Listen, Communicate & Respond <ul><li>Respond quickly to comments </li></ul><ul><li>Engage by asking questions, and posing topics for discussion </li></ul><ul><li>Customers want to know that they are helping to shape the products you provide </li></ul><ul><li>They want to know that you’re thinking about them </li></ul><ul><li>Online Resource </li></ul><ul><li> </li></ul>
  18. 18. Invite Members to Connect <ul><li>Select members to join special groups and send them a personal invite – make them feel special </li></ul><ul><li>Introduce them to other community members </li></ul><ul><li>A strong community is a powerful tool of influence for building your business & helping others </li></ul><ul><li>Online Resource </li></ul><ul><li>LinkedIn Invitations </li></ul>
  19. 19. Community Building Ideas <ul><li>Invite them to join and participate in your special community events, groups, programs and broadcasts </li></ul><ul><li>Ning Social Network </li></ul><ul><li>LinkedIn Group </li></ul><ul><li>Facebook Group </li></ul><ul><li>Membership Website </li></ul><ul><li>Ustream live chat </li></ul><ul><li>BlogTalk Radio </li></ul><ul><li>Fan of the Month Club </li></ul>
  20. 20. How Can I Turn My Community Members Into Brand Advocates?
  21. 21. Identify Influential Brand Advocates <ul><li>Connectors - act as human bridges making connections and help to inspire business ideas </li></ul><ul><li>Mavens - seen as experts, help other people make informed decisions, the &quot;go to&quot; people </li></ul><ul><li>Salespeople - persuasive in selling, influential to peers </li></ul>Do any of your customers fit these descriptions?
  22. 22. Brand Advocate Facts <ul><li>83% more likely to share information about a product than typical web users </li></ul><ul><li>75% more likely to share a great product experience </li></ul><ul><li>3x’s more likely to share product opinions with someone they don’t know </li></ul><ul><li>2.5 times more likely to use social media to expand their social circle </li></ul>Could you use a few more Brand Advocates?
  23. 23. Why are they important? <ul><li>These are the people you want as customers!  </li></ul><ul><li>They will help you make connections and give you referrals </li></ul><ul><li>You need to actively identify, inform, nurture and reward them </li></ul><ul><li>Ultimately you want to create vocal &quot;brand fans&quot; who will spread authentic, positive word-of-mouth </li></ul>
  24. 24. A Few Of My Brand Advocates <ul><li>Jim Terenski, promoted to admin of WMU LinkedIn group he promotes and recruits new members every day! </li></ul><ul><li>Terea Jennings, promoted to admin of the “Facebook Pioneers” group and she is recruiting more members every day! </li></ul><ul><li>Paul Chaney , Author of “The Digital Handshake” major social media influencer </li></ul>
  25. 25. Know your Brand Advocates <ul><li>Get to know their business </li></ul><ul><li>Can you send them referrals? </li></ul><ul><li>How can you help them? </li></ul><ul><li>Don't assume if someone is a Brand Advocate that they will stay one </li></ul><ul><li>You have to keep earning their respect and referrals </li></ul>How can you help your Brand Advocates?
  26. 26. Thank Your Brand Advocates <ul><li>Send them a handwritten note, invite them to lunch, and contact them within a few days, not several weeks later </li></ul><ul><li>If you want Brand Advocates to make more positive posts on social media – be sure to thank them for the ones they've already made </li></ul><ul><li>People do more of what they are rewarded and recognized for! </li></ul>Are you thanking your Brand Advocates?
  27. 27. Ask for Referrals <ul><li>Ask them to post a review on Google Places, Yelp, TripAdvisor, LinkedIn and any other sites for your industry </li></ul><ul><li>Give them your business cards so they can share with people they know   </li></ul>Do you ask your brand advocates for referrals?
  28. 28. Employees Inspire Brand Advocates <ul><li>Fastest way to create Brand Advocates is to create employees that love the company they work for </li></ul><ul><li>Employees naturally share positive word of mouth and deliver exceptional customer experiences  </li></ul><ul><li>They share every idea they have to help the company and it's products/services to thrive!  </li></ul>Are your employees Brand Advocates? 
  29. 29. Bring Your Brand Advocates Together <ul><li>Create a customer advisory group </li></ul><ul><li>Host events to get your Brand Advocates together </li></ul><ul><li>Invite the media so they can hear why they love your brand! </li></ul><ul><li>Build relations with your Brand Advocates + build employee morale + generate customer testimonials for marketing  </li></ul>How can you get your Brand Advocates together?
  30. 30. Brand Advocates Love Promo Items <ul><li>Brand Advocates love to promote your company logo </li></ul><ul><li>Make it a reward for them </li></ul><ul><li>Offer your promo items for sale on your website </li></ul><ul><li>Easily identify your true Brand Advocates when they buy your promo items </li></ul><ul><li>Thank them for supporting your brand! </li></ul>Do you offer promotional items for your brand?
  31. 31. Special Customer Contact <ul><li>Brand Advocates should feel important and special </li></ul><ul><li>You want them to know about new services, important changes, events and positive media first </li></ul><ul><li>Send personal email communications </li></ul>Do you make your Brand Advocates feel special?
  32. 32. Takeaways <ul><li>How can you build a community with social media? </li></ul><ul><li>How can you acquire more Brand Advocates? </li></ul><ul><li>What can you do to continue inspiring and rewarding your current Brand Advocates? </li></ul>
  33. 33. Continuing Education <ul><li>Introducing </li></ul><ul><li>Social Media Toolkits Directory </li></ul><ul><li>Social Media Case Studies Library </li></ul><ul><li>Social Media Book Reviews </li></ul><ul><li>Social Media 40 Chapter Book </li></ul><ul><li>8 Modules of Social Media Video Training </li></ul><ul><li>Social Media National Events Calendar </li></ul><ul><li>Access to all my recorded Webinars </li></ul><ul><li>Ability to get Social Media Certification </li></ul>
  34. 34. Special Limited Offer Today Only <ul><li>1 FREE Month of Web Media University </li></ul><ul><li>1 Hour FREE One-on-One Marketing Consultation </li></ul><ul><li>3-5 page Social Media Analysis Report </li></ul><ul><li>Total Value = *$450 FREE </li></ul><ul><li>*Be sure to signup for this offer before you leave! </li></ul>*4 month minimum membership required
  35. 35. Questions and Answers <ul><li>What questions can I help answer? </li></ul><ul><li>Thank you for participating! </li></ul><ul><li>Michelle Hummel </li></ul><ul><li>Web Media University </li></ul><ul><li> </li></ul><ul><li>Phone: 513-204-9324 </li></ul><ul><li>[email_address] </li></ul>