The Social Media Phenomenon: Powerful Resource to Increase Your Business


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Social media are digital platforms used for engagement and content delivery. Search engines want our websites to be a content rich experience for our visitors.

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The Social Media Phenomenon: Powerful Resource to Increase Your Business

  1. 1. The Social Media Phenomenon: Powerful Resource to Increase Your Business Presented by: Glenn Melvin, President 1
  2. 2. Who am I? • Glenn Melvin, President of Christian Marketing Institute • Website design, SEO and Internet marketing firm • Certified SEO professional • enKap-online FDA compliance info provider • Webinars, training content, etc.. • 10 years in pharma industry-publications, marketing and conference company
  3. 3. What is Social Media? • “Social media are digital platforms used for engagement and content delivery” - Meredith Gould, The Social Media Gospel 3
  4. 4. Google Can’t talk about Social Media without talking about Google first 4
  5. 5. Google • Wants our websites to be a content rich experience for visitors • Relevance and authority • Original • Frequency • Then, page rankings 5
  6. 6. Google as Regulatory Body • Google Panda-2011-removed poor quality or content thin sites from the top of Google’s results pages. • Is designed to reduce rankings for low quality sites • Low quality sites- low-value added for users, copy content from other websites or sites that are just not very useful • Provide better rankings for high quality sites-sites with original content and information 6
  7. 7. Page 2 7
  8. 8. Content is… The material, including text and images, that constitutes a publication or document -Your Dictionary 8
  9. 9. Types of Content • • • • • • • Press releases White papers Case studies Video clips Podcasts Slide shows Blog? 9
  10. 10. The Nerve Center • Your website is the hub of your business • Drive traffic to your website. You are in control. • Social media (Facebook, YouTube, Linkedin, etc.) serve as distribution channels 10
  11. 11. What’s a Blog? • • • • • Short informative articles/posts where the author: Shares their experiences, knowledge Information Focus on niche interests and topics of interest. Find the information need and fill it 
MOST IMPORTANT concept I’ll discuss today 11
  12. 12. Benefits of Blogs • The most bang for the marketing buck on a limited budget • Blogging causes your website to change, which causes the spiders to crawl it again to index the page. It will get you more traffic and more links. • People love tips, tricks and lists. Customers will read and share them. 12
  13. 13. Blogs Work: Numbers Tell Story • 57% of companies using blogs reported that they acquired customers from leads generated directly from their blogs • 55% more website visitors for companies that blog 13
  14. 14. Blogs Work: More Numbers • 57% of companies using Linkedin have acquired a customer from that channel • Facebook and Twitter users reported acquisition rates of 48% and 42%, respectively • From 2009-2011, the % of businesses with a blog grew from 48% to 65% • A whopping 27% rated their company blog as “critical” to their business 14
  15. 15. People are Interested in? • How do you determine what people are interested in reading about or searching for? • Google Adword Keyword Planner 15
  16. 16. Subject Matter Expert • Publishing consistent content enables you to be the Subject Matter Expert • Credibility • Authority • The Person to turn to… What’s the alternative? Show vs. Tell 16
  17. 17. Subject Matter Expert Positioning • “by consistently posting content of interest to your target audience, you position yourself as a subject matter expert, and give visitors to your site a reason to return time and again. If you have a blog, it’s the ideal way to link your site to your social media profiles:” Why Ministries, Churches and Businesses Need to Utilize Content Marketing 17
  18. 18. Feeding the Search Engines • Content marketing works by providing fresh material for the search engines to index, thereby keeping your website in the queue that feeds the search engine results pages and helping your website attain page 1 ranking of Google search results • Once you’re there… • Page 2 18
  19. 19. Content Rules • Content-sales pitch • Focus the content tightly on your target audience • Determining the niche. The group’s information needs 19
  20. 20. Content Marketing…The Competition • Content Marketing differentiates you from your competition… • Branding • We are the only… • We specialize in… 20
  21. 21. Engaging Your Target Audience • We do business with people we like • “As you engage your audience they will begin to know, like, and trust you. This critical step is what is often required for them to purchase from you.” • Andrea Vahl 21
  22. 22. Importance of Visual Content Marketing • How important is Visual Content Marketing? • 37% increase in engagement is experienced when Facebook posts include photos • 60% of consumers are more likely to consider or contact a biz whose images appear in local search results MDG Advertising survey 22
  23. 23. Social Media & SEO 23
  24. 24. Why Do Social Media? • It’s being featured in organic SERPs • Search engines take cues from social media activities -- like when someone shares content from your website on Twitter, for example -- to determine the relevancy and authority of your site. • The appearance of your social media accounts in the SERPs will give interested searchers access to more of your great content 24
  25. 25. Why do Social Media? • Allows us to become an industry authority and expert • It’s now an accepted part of any company’s marketing initiatives • If you’re not doing it, you’re losing prospects and opportunities! • The fastest growing population using social media are 45 – 54 year olds - 55% of this age group does some sort of social media *Information courtesy of Tampa SEO Academy 25
  26. 26. Rules about Social Media • Don’t sell • Don’t expect to magically convert readers to customers • Freely give and share useful, high-quality information and content • Give your followers a reason to read your content by making it relevant and interesting • Allow users to converse and share • Create a relationship with your target market and encourage them to further distribute your material 26
  27. 27. Rules about Social Media • • • • Post regularly Expect a high bounce rate Deliver what you promise Don’t expect a ROI-It’s nearly impossible to tie social media back to sales or other dollar measurement *Information courtesy of Tampa SEO Academy 27
  28. 28. Linkedin • 200 million active users • Seen as Business-to-Business (B2B) channel • 75 of Fortune 100 companies use Linkedin as its corporate hiring solution • Validation 28
  29. 29. Linkedin: What We Did • What we did on Linkedin Graphic-GMP, GLP and GCP Training Content • Created groups 2009 • Posted content • Poured the foundation for a community • Largest group in our biz niche-3K+ • Control of who is in the group, content sent out to group 29
  30. 30. • • • • • • • • 1 billion active users 1 trillion page views per month 425 million mobile users 20 minutes spent per visit Viewed as Business to Consumer channel Google has declared Facebook is the most visited site on the Internet Generates 3.2b likes and comments daily Users that access Facebook on mobile devices are twice as active compared to non-mobile users 30
  31. 31. YouTube • • • • • • • 3rd most visited website after Google and Facebook 3 billion views per day 10% of Internet traffic 150,000 full length films uploaded per week 2nd largest search engine behind Google 800 M unique users More video content is uploaded to YouTube in a 60 day period than ABC, CBS and NBC television networks created in 60 years 31
  32. 32. Google and YouTube • Google Owns YouTube • Videos are 50x more likely to appear on the first page of search results than any given text page, but… 32
  33. 33. Why Use Videos? “…Videos-effective in reaching audio-visual learners, those who retain information by hearing and seeing, listening and watching.” “YouTube is perfect for finding instructional videos about setting up and using social media.” - Meredith Gould, The Social Media Gospel 33
  34. 34. Twitter • • • • • 465 million accounts 1 million accounts added daily 340 million tweets per day 4,000 tweets per second 60% of users access via mobile device 34
  35. 35. Social Media Biz Benefits • Social media works by providing a platform (or several!) where businesses can: • Reach an ever-expanding network of followers • Build up a database of users who actually want information on their products and services (email) • Drive traffic to their website • Increase the searchability of their website through use of keywords and other “get found” tactics • Engage with their current and prospective customers • Get feedback on products and services • Conduct research on customer needs and wants • Turns people from content readers into publishers 35
  36. 36. Social Media Implementation • Followers on social media are users who have chosen to follow your profile, whether you know them or not. • Twitter-tweets • Facebook-”liking” a business • Without followers… – you have nobody to market to 36
  37. 37. Social Media Implementation • Time and Goal Dependent • Publish regularly scheduled blog posts containing original content that is useful to your audience, and add links to the posts on your social media profiles. This will drive traffic to your site. • Set Google alerts for news relevant to your business and your market, and tweet/post those links on your profiles – this is a way of aggregating / curating content for your followers. • Post daily – anything from questions from your followers (FAQ) to sharing someone else’s content. 37
  38. 38. Social Media Implementation • Add links to your profiles on your website, blog, email signature, promotional material and business cards • Share links to your profiles with friends, family and existing customers and ask them to share with their own networks • Run Facebook ads to increase your exposure to users with similar interests. PPC? 38
  39. 39. What do I do first? • Consider the following below: • What do you want to happen as a result of using social media • Who do we most want to reach? • How will we know we’ve suceeded? • Example of an action plan: Write a weekly blog, post it on your website, and take an excerpt of the blog and post to several groups on Linkedin • Develop a following of people on Facebook, Linkedin, Twitter, etc… who are interested in you or your products/services 39
  40. 40. Your Marketing Program • • • • • Internet marketing and social media Overall marketing program Face-to-face networking Word of mouth Referrals 40
  41. 41. Success Stories • • • • • Youtube Celebrity Itsjudytime Makeup artist 190k followers Hired by L’oreal 41
  42. 42. Faith Providing a Framework For Using Social Media • “Believing in Gospel teachings calls us to model what we believe while using social media by offering helpful information, providing comfort, sharing joy, and engaging in conversations that build and unite, rather than tear down or divide the people of God.” • “Social media provides a means for sharing faith as well as modeling Christian life beyond the building we call church.” - Meredith Gould, The Social Media Gospel 42
  43. 43. Social Media Responsibility 43
  44. 44. Quotation • “With great power comes great responsibility.” • Uncle Ben of Spiderman 44
  45. 45. Online Postings Reflect • • • • • • • Values Maturity Professionalism Character Personality Habits But…. 45
  46. 46. Job Seekers Beware • (Real Simple) -- At a friend's wedding, you danced with a beer in hand and pictures were taken. No big deal, right? • Right—unless the photo is seen online by a potential employer who thinks you look frivolous. "Your first impression isn't made with a firm handshake—it's with a Google search," says Dan Schawbel, the author of "Me 2.0." 46
  47. 47. Be Careful • Lawyers and Investigators use social media in civil and criminal matters 47
  48. 48. Oops! • You hit “send” you own it • Ask college football players… 48
  49. 49. NFL Draft • USA Today, February 22, 2013 • “Social media new source of player info” • “We’ve done a lot of digging on social media and have a pretty in-depth picture of players who are involved and not involved in social media-how many times they tweet,” • Rick Spielman, GM, Minnesota Vikings 49
  50. 50. Seattle Seahawks Security • “The Seattle Seahawks’ security staff is assigned with monitoring the Facebook and Twitter feeds of prospects the team is scouting.” 50
  51. 51. Social Media Do’s • Post regular updates on what’s happening in your biz • Do share a variety of content. Use the various features of social media sites: post pictures and videos, share interesting links • Be a thought leader in changes taking place in your field. • Do be friendly and open. Make friends with friends-of-friends. Encourage others to interact with you by interacting with them first. 51
  52. 52. Social Media Don’ts • Don’t be a show-off. • Don’t make statements about where you stand personally on a topic –unless business model • Don’t ignore people who take the time to interact with you. • Don’t assume everyone is on your level. For visitors, explain your reasoning, cite your sources, and tailor your rhetoric to the individuals you interact with. 52
  53. 53. What it Takes Required to be successful • Commitment • Vision • Leslie Samuel-50K fans • Can you do it all? 53
  54. 54. Information Resources • • “Beyond The Facebook Business Page: How to Generate Traffic and Leads with Facebook” • Hubspot content creation kit 54
  55. 55. Jeremiah 29:11 For I know the plans I have for you,” declares the Lord, “plans to prosper you and not to harm you, plans to give you hope and a future.” 55