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The case for social media


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Why small business owners need to be taking advantage of linked in, and how to get started.

Published in: Business
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The case for social media

  1. 1. The Case for Social Media
  2. 2. Social Media: What’s the Fuss?• Years to Reach 50 Million Users – Radio: 38 years – TV:13 years – Internet Explorer: 4 years – Facebook: 9 months to reach 100 million users Social Media is Growing Rapidly Social Media Revolution Refresh
  3. 3. If Facebook Was a Country
  4. 4. Your Customers • 1 Billion Facebook users • 50% of Facebook users log on every day • Facebook tops Google for weekly traffic • 20% of Facebook users have purchased something because of ads or comments Your Customers are on FacebookSocial Media Revolution Refresh
  5. 5. Middle Age Women 2nd fastest growing demographic on FacebookSocial Media Revolution Refresh
  6. 6. Not Just Facebook • A new member joins LinkedIn every second • YouTube: 2nd largest search engine • 93% of marketers use social media for business • 1 in 5 couples meet onlineSocial Media Revolution Refresh
  7. 7. Consumers Turn to Social • 37 million people watched this Super Bowl adOn YouTube
  8. 8. Social is a News SourceTwitter Competes with CNN
  9. 9. Driving Sales • By 2016, more than half of the dollars spent in US retail will be influenced by the web. • 20% of Facebook users have purchased something because of ads or comments • 67% of B2C marketers say they got a customer from FacebookSocial Media Revolution Refresh
  10. 10. Social Media What’s the Fuss? Roundpeg Small Business Social Media Survey 2012
  11. 11. Social vs. Traditional Media• Cost• Reach• Flexibility• Measurability
  12. 12. Social vs Pay Per Click (PPC)
  13. 13. Social: More than AdvertisingCopyright Roundpeg
  14. 14. Creating ConversationTalk to your customers, not at them
  16. 16. Home Team Advantage
  17. 17. Making Connections
  18. 18. The ROI of Social Media? “We don’t have a choice on whether we DO social media … the question is how well will we DO it.” …Eric Qualman, SocialnomicsSocial Media Revolution Refresh
  19. 19. Social Can Help Customers• Find You• Get to Know You• Learn about HVAC• Learn About Specials, Promotions and Products• Resolve Service Issues• Refer You
  20. 20. Social Is Not Advertising• Pick the right network• Listen more, talk less• Mix personal and business – Social is the human side of your business• It’s NOT one size fits all• Cocktail party rule
  21. 21. General Rules: Social Media Is• Strategic – Have a plan, set goals and measure results• About Ego – If you want to be noticed, pay attention to others• Personal – Decide what your brand personality will be• Not Time Consuming – 15 Minutes a Day
  22. 22. Which Network is Right for You?• Target Audience – Consumer or Commercial• Business Objectives – Awareness, Loyalty or Lead Generation• Do NOT Connect all Social Accounts – Messages are different by channel
  23. 23. Facebook Tactics• Facebook is about: • Pictures, pictures, pictures • The human side of your business • Connecting with people who know you• Profiles vs. Pages • People have profiles and friends • Companies have pages and fans
  24. 24. Facebook Content• Think of Facebook as a Barbeque• Information and pictures about: – Employees, events, and customers – Community information – Contests, Offers, FAQ’s Trivia, – Surveys and Polls
  25. 25. Facebook Status Updates• Fans rarely come back to your page• Facebook content has a 36 hour shelf life• Minimum 4 x a week – Don’t forget weekends• Maximum 2 x a day – Don’t over share• Remember it is their Playground – New Move to Promote Ads, Changes Views
  26. 26. Do you need both?FACEBOOK VS YOURWEBSITE
  27. 27. Facebook - Build Community • Pictures, pictures, pictures • Show the human side • Community involvement • Hints, tips and offers • Testimonials, videos and pictures • Update 5 – 7 times a week • Drive traffic to website
  28. 28. Website - Build Customers • Company Information • Product Information • Brand connection • Videos, Surveys, Conversion Forms • Industry Updates • Update 3 – 5 times a week • Newsletter sign up • Schedule appointment
  29. 29. Are You Ready for Company?• Modern Website• Current Content• Conversion Opportunities – Surveys, Downloads, Video• Traffic Tracking Program
  30. 30. Twitter tactics• Twitter is about what’s happening NOW• It is about conversations• It is time consuming (30 – 60 Minutes a day)
  31. 31. What Can You Do• Connect with clients and suppliers• Check up on the competition• Resolve customer service issues• Thank and reward people• Ask questions, conduct research, stay on top of breaking news• TALK TO PEOPLE NOT AT THEM!
  32. 32. Connect with New People• It is a place to connect with new people – No permission to join a conversation• Search for people and topics• Follow people who follow your friends• Follow people who follow you – Check for spammers• Ask questions
  33. 33. Why LinkedIN?• It is your address book on steroids
  34. 34. LinkedIN Tactics• Build your network• Status Updates at least once a week – Professional accomplishments – Company and individual success – New projects, new hires – Links to articles, blog posts, and videos• Recommend and endorse your contacts• Join groups• Selectively ask for help
  35. 35. All Roads Lead to Your Website
  37. 37. Next Steps1. Audit Your Website2. Stalk Your Competitors3. Get a Gmail Account4. Set goals: Awareness, loyalty, referrals, sales5. Measure results6. Modify and begin again
  38. 38. Lorraine Ball @roundpeg