Starting Fresh in Social Media January 25, 2013
Introduction• About Me – Director of Marketing and Product Development for GWI – Telecom marketer since 1997 – @trevorjones71 – linkedIn.com/in/trevordjones – Passions: Outdoors, technology, social media, music• About GWI – Maine based since 1994, based in Biddeford – Internet access, phone service, cloud computing for home and business – Serving 60 communities statewide – www.gwi.net – @gwimaine – youtube.com/gwimaine – facebook.com/GWIInc
Why Use Social Media?• It’s where your customers are – 56% of people use social networks• Engage with your customers – They talk about you whether you listen or not – Reviews and sentiment impact sales – You can turn a bad situation around• Be a thought leader – Share content – Educate, inform, influence• Improve your site’s performance in search – Blended search – Social search
What’sBlendedSearch?Google only allowsany given site twolistings in organicresults, but withphotos and videosyou can dominatepage 1 of Google.
What’sSocial Search?• 71% of customers report that a recommendations from friends exert a great deal of influence in purchases.• 90% trust online recommendations from people they know.
Before you Begin• Know your customer! – Do some research – Develop buyer personas• Develop your goals – Why are you doing this? – Be S.M.A.R.T.• Be committed – Social media requires at least an hour a day from YOU!
Which Networks?• Facebook – 800 million active users – Drives the most purchase actions – Facebook users spend the most time on site• Twitter – 200 million active users – Tend to be more frequent posters• LinkedIN – 160 million active users – Generates the best quality leads for B to B• Google+ – 100 million active users – Integration with Google search, Picasa, etc.• YouTube – 800 million monthly unique visitors – Second most used search engine• Pinterest – 23 million monthly unique visitors – Drives the second most purchase actions (21%)
Getting Set Up• Secure your profile/page names – http://namechk.com checks availability on multiple sites at once – Reserve your name by setting up accounts• Set up your profiles – Take advantage of all the space they give you – Photos are important – choose carefully – Consider SEO – Link back to your website.• Integrate with your web site – Links to social profiles – Social media sharing widgets on your content
Now What?• Start by listening – Engage where appropriate – Be responsive• Get some content – Curate and share other’s content – Contribute value! – Write a blog – Photos and video – Be consistent• Share content – Entertain, inform, educate – Share 10 times between sales messages
Building An Audience• Basics – You’ve already taken the first step – you’re posting! • Choose engaging content that will draw likes and comments – Get your employees to like your company page – Share with your Facebook friends – Link from your website and other social profiles – Share via your email list, voicemail system, etc.• Next steps – Facebook ads – Contests/sweepstakes • Consider: Will these be engaged followers?
Building An Audience• Basics – Follow people and businesses relevant to your customers • Participate in conversations • Retweet – Start tweeting! • Choose engaging content that will be retweeted • Use #hashtags to join relevant conversations (Use saved searches) – Get your employees to follow you – Link from your website and other social profiles – Share via your email list• Other methods – Promoted Tweets – Contests/Sweepstakes • Will these be engaged followers?
Two Helpful Social Media Apps• Both Enable: – Organizing, monitoring, and scheduling posts on multiple networks – Offer free and paid versions – Apps generally harm your Facebook EdgeRank• Hootsuite – Largest number of networks. • Facebook, Twitter, Google+, LinkedIN, Foursquare, MySpace, WordPress, Mixi – Analytics (basic for free, enchanced extra) – RSS Integration – iPhone and iPad – Share responsibilities with teams using paid version• Tweet Deck – More options for sharing images, link shortening services – Owned by Twitter, more like the native Twitter interface – Only one Facebook account – No iPad app
Measuring SuccessWhat to measure How to measure• Audience size • Track in Excel (likes/followers)• Sentiment • Socialmention.com• Engagement (people • Analytics tools talking about and – Facebook insights interacting with your – Hootsuite analytics page/profile). – Google analytics• Conversions (leads) • Links and tagging• Sales ($$) • CRM and Closed-Loop Reporting