Traction Group Social Marketing


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Overview of social marketing by Traction Group LLC Owner & Chief Strategist, Sally Witzky. First presented at River City Express Network, Willow Oaks Country Club, Richmond VA. Twitter, Facebook and LinkedIn covered.

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Traction Group Social Marketing

  1. 1. Finally. Practical advice on building your brand on<br />Twitter, LinkedIn and Facebookand why you should.<br />Sally Witzky<br />All slides © 2009 Traction Group LLC. All rights reserved.<br />
  2. 2. First…relax. Really. <br />For copy of presentation, go to<br />In search box, search for “Traction Group”<br />My presentations will show up<br />Give me a day or two to load this particular one, ok?<br />
  3. 3. Why you should embrace social marketing.<br />Social marketing doesn’t make sense for all, but most<br />Applications for both personal and business brands<br />For business owner – large or small, employee and job seeker<br />Even more critical for job seeker<br />Persuasion starts with awareness but word-of-mouth referral is best ad<br />
  4. 4. Random stats…<br />54% of Fortune 100 companies are choosing Twitter as social network platform of choice<br />Of top global brands, media and technology companies ENGAGE in social media much more than lagging financial services segment<br />
  5. 5. Engagement = financial performance<br />Source: The World’s Most Valuable Brands: Who’s most engaged? Wetpaint & Altimeter. July 2009<br />Revenue Growth<br /> (last 12 mos.)<br />Gross Margin Growth<br /> (last 12 mos.)<br />Net Margin Growth<br /> (last 12 mos.)<br />Mavens<br />Mavens<br />Mavens<br />Butterflies<br />Butterflies<br />Selectives<br />Selectives<br />Butterflies<br />Selectives<br />Wallflowers<br />Wallflowers<br />Wallflowers<br />
  6. 6. Why RU here?<br />Why did you come today?<br />To learn?<br />To network?<br />To converse?<br />To socialize?<br />Other? <br />
  7. 7. Social networking…<br />Works the same way<br />Provides opportunity to learn, network, converse, socialize online<br />In essence, build relationships and stay in touch when you can’t be there in person all the time (leverage)<br />But has deeper applications<br />
  8. 8. Twitter(growing the fastest of all sn’s)<br />What’s this thing called<br />
  9. 9. Twitter basics.<br />Micro-blog @ 140 characters<br />A real-time, short messaging service<br />Works over multiple networks / devices<br />Around the world, people follow the sources most relevant to them and access information via Twitter as it happens—from breaking world news to updates from businesses and friends<br />
  10. 10. Very similar to…<br />LinkedIn:<br /> “What are you working on now?”<br />Facebook:<br />“What’s on your mind?”<br />Only that’s all it is…nothing more.<br />
  11. 11. Organic Blueprints page.<br />
  12. 12. Tweets as traffic drivers.<br />Measure tweets w/links<br />Shorten the link; use of Hootsuite<br />Test!<br />Copy approach<br />Times of day<br />Measure tweet click-throughs and website traffic sources w/analytics<br />
  13. 13. Sweet tweets.<br />
  14. 14. Tweet stats.<br />
  15. 15. Twitter 101 terms.<br />Handle, i.e. @sallywitzky<br />Tweet (140-character message)<br />Retweet (tweeting others’ message)<br />@reply (reply, not private)<br />Direct Message or DM (private)<br />Bio (important – target audience)<br />URL (to send ppl for more info)<br />Hashtag (#RVA, #SMCRVA)<br />
  16. 16. Twitter 101 managers.<br />Tweetdeck (most popular)<br />Hootsuite (multi-accounts, tracking)<br />CoTweet (esp. for larger companies)<br />Seesmic Desktop (fun)<br />PeopleBrowsr (more advanced)<br />Twitterberry (Blackberry)<br />Tweetie & TwitterFon (iPhone)<br />Digsby (IM, eMail + social networks)<br />
  17. 17. What do I tweet?<br />Not your meals or where you are unless tres cool<br />What relevant content is on your blog or on your website?<br />Challenge yourself to engagewith others vs. always talk about you<br />Find a style that works for you<br />
  18. 18. What’s the use? <br />Many reasons to tweet…<br />To learn, fast<br />To converse, quickly <br />(kind of like working a room only at warp speed)<br />To help others by promoting them<br />To build awareness, consideration<br />To drive traffic to blog, site, articles<br />To show appreciation; thank publically<br />To ENGAGE with target audience<br />To provide customer service<br />
  19. 19. Twitter access…<br />From your computer or phone<br />Best to utilize a Tweet manager vs.<br />Automate small % of your updates w/ SocialOomph &<br />Update Twitter, Facebook and LinkedIn status all at same time<br />
  20. 20. I even tweet to blog… <br />
  21. 21. Art of ENGAGEMENT.<br />There is both an art and science to conversation:<br />Listening (requires patience)<br />Learning (keeps ‘ole ego in check)<br />Sharing (what value do I bring?)<br />Promoting (how can I help others)<br />Twitter only one small puzzle piece<br />
  22. 22.
  23. 23. Twitter is where to get…<br />Your news, local and global<br />To know ppl better in shorter time <br />To connect B4 U know people<br />Creates deeper conversations when you both meet; no intros needed<br />Strange at first; much appreciated tho<br />Creates ability to know and connect with people you wouldn’t otherwise<br />
  24. 24. Twitter is voracious…<br />For learning…<br />I learn more from Twitter from more people than I could meet in a lifetime<br />For connecting with lots of ppl fast<br />Social interaction<br />For ENGAGING w/ a fewppl fast<br />And often deeper<br />
  25. 25. Tweeting barefoot…<br />Carrie Wilkerson<br />@barefoot_exec or<br />67,000 followers (her peeps)<br />She’s tweeted over 25,000 times <br />She knows many of them personally<br />Very loyal brand following who buy<br />
  26. 26. Twitter…<br />Doesn’t replace in-person connections; makes them richer<br />Keeps your name in the minds of others; and their names in yours<br />Get to know each other over time…that’s the basis of any advertising/marketing campaign<br />
  27. 27. A great ad campaign…<br />Advertising campaigns <br />measured w/ reach, frequency and GRPs<br />include direct mail, email, banner ads<br />Keys to success are…<br />Relevancy, consistency and emotional tie…<br />whether to make one laugh or cry<br />creates memorability and desire for product or service<br />
  28. 28. Twitter works same way.<br />Reach<br />Are you reaching your target audience and advocates?<br />How many followers do you have?<br />Frequency<br />How often do you tweet?<br />Relevancy<br />What is your content?<br />RU providing value?<br />Consistency<br />Can y0u be counted on to always provide good content?<br />
  29. 29. But the difference is…<br />There’s no media cost<br />(that doesn’t mean it is free)<br />There’s the ability to converse<br />One person or more at a time, quickly<br />Critical piece remains: search engine optimization – an important aspect even B4 Twitter<br />
  30. 30. Twitter not holy only.<br />Use as part of marketing strategy<br />With other online efforts<br />Social networks (Facebook, LinkedIn..)<br />Paid media (Google AdWords…)<br />Google / Bing directories, profiles<br />Blogs (you can have multiple)<br />Websites, particularly e-commerce<br />Pay attention to keywords!<br />
  31. 31. LinkedIn(most upscale demos of all sn’s)<br />What’s this thing called<br />
  32. 32. LinkedIn can be…<br />A provider of SEO value<br />Static or active; you decide. <br />Active = frequent updates<br />Change your status (include links); comment on others’ status updates<br />Add books to your Amazon read list or a presentation to your SlideShare account<br />Ask or answer question<br />
  33. 33. Are you using LinkedIn?<br />Add connections or introduce others<br />Join and be active in groups<br />Use LinkedIn profile to begin to create your multi-media VisualCV resume / online profile at<br />
  34. 34. Facebook(the largest and mother of all sn’s)<br />What’s this thing called<br />
  35. 35. Facebook’sstaggering stats.<br />General Growth<br />More than 250 million active users <br />More than 120 million users log on to Facebook at least once each day <br />More than two-thirds of Facebook users are outside of college <br />The fastest growing demographic is those 35 years old and older<br />User engagement<br />Average user has 120 friends on the site <br />More than 5 billion minutes are spent on Facebook each day (worldwide) <br />More than 30 million users update their statuses at least once each day <br />More than 8 million users become fans of Pages each day <br />
  36. 36. Facebook’sstaggering stats.<br />Applications<br />More than 1 billion photos uploaded to the site each month<br />More than 10 million videos uploaded each month <br />More than 1 billion pieces of content (web links, news stories, blog posts, notes, photos, etc.) shared each week <br />More than 2.5 million events created each month <br />More than 45 million active user groups exist on the site <br />User engagement<br />Average user has 120 friends on the site <br />More than 5 billion minutes are spent on Facebook each day (worldwide) <br />More than 30 million users update their statuses at least once each day <br />More than 8 million users become fans of Pages each day <br />
  37. 37. Facebook’sstaggering stats.<br />International Growth<br />More than 50 translations available on the site, with more than 40 in development <br />About 70% of Facebook users are outside the United States <br />Platform<br />More than one million developers and entrepreneurs from more than 180 countries <br />Every month, more than 70% of Facebook users engage with Platform applications <br />More than 350,000 active applications currently on Facebook Platform <br />More than 200 applications have more than one million monthly active users <br />More than 15,000 websites, devices and applications have implemented Facebook Connect since its general availability in December 2008 <br />
  38. 38. Facebook’sstaggering stats.<br />There are more than 30 million active users currently accessing Facebook through their mobile devices. <br />People that use Facebook on their mobile devices are almost 50% more active on Facebook than non-mobile users. <br />There are more than 150 mobile operators in 50 countries working to deploy and promote Facebook mobile products <br />Mobile<br />
  39. 39. Using Facebook…<br />Keep your personal profile private<br />Use Fan page for business<br />Integrate blog posts, Twitter updates into your FB stream<br />Draw people back to content on your blog or website<br />Promote others w/ relevancy<br />
  40. 40. Integrated marketing example:<br />Home Instead Senior Care of Richmond Virginia<br />Just launched!<br />
  41. 41. Home Instead Senior Careof Richmond, Virginia<br />Two Twitter Background Pages<br />Torsten Steinfatt @HomeInsteadRVA<br />Teresa Steinfatt @TeresaSteinfatt<br />Two LinkedIn accounts<br />Facebook Fan Page<br />Local Blog<br />Local Website<br />
  42. 42. Two Twitter accounts.<br />
  43. 43. Local blog.<br />
  44. 44. Facebook Fan page<br />
  45. 45. Websites<br />
  46. 46. Plus ancillary services…<br />FriendFeed<br />StumbleUpon<br />Digg<br />Tumbler<br />Delicious<br />NetworkedBlogs<br />Hootsuite<br />Google Analytics<br />Twellow<br />PeoplePond<br />Technorati<br />TwitPic<br />YouTube<br />BlogCatalog<br /><br />SlideShare<br />And more…(x 2)<br />
  47. 47.
  48. 48. Home Instead tweets…<br />Relevant articles / Point of view<br />RTs (retweets) others<br />Events / activities<br />Community partnerships<br />Focused on RVA / local<br />Goal: build local brand awareness & consideration to generate opportunities and targeted leads<br />
  49. 49. Parting thoughts.<br />Focus on building your online brand with a strategic approach, then decide on which social networks are right for you<br />You wouldn’t launch an ad or PR campaign without at least some semblance of a plan!<br />
  50. 50. Parting thoughts.<br />Social networking and social media is simply social marketing, as opposed to traditional advertising, PR and direct response marketing<br />The core elements of traditional don’t go away; simply shift<br />
  51. 51. Parting thoughts.<br />A business still requires an acquisition, retention and cross-sell strategy that includes event and product promotion <br />The way in which a business overlays the marketing tactics to meet goals won’t change; <br />What tactics or tools one uses will; higher engagement tools and staff.<br />
  52. 52. Questions?<br />Thank you.<br />What’s on your mind?<br />
  53. 53. Where to find me?<br />Google Sally Witzky<br /><br /><br /><br />Find me on peoplepond and find me everywhere<br /> <br />804.402.0804<br /><br />