social media and sales

S

Social Media Strategiesfor Sales

Presented by Elijah Litscher, President of SmartROI Consulting

About the Presenter

Elijah Litscher

SmartROI Consulting

• Social Media Marketing• Website Design and Experience• Search Engine Marketing (PPC)• Search Engine Optimization (SEO)• Email Marketing

Agenda

Why Social Media?

Social Media Basics

Twitter

Facebook

Business Strategies

Blogging and Podcasting

Interactive Segment

Q and A

Why Social Media?

Social Is The #1 Online Activity

Why Social Media?

Corporate Website Traffic is Decreasing

Social Media Basics

Old Model vs. New Model

Social Media Basics

Awareness – Attract the attention of the customer

Interest

Desire

Action

Social Media Basics

Awareness

Interest – Raise customer interest by focusing on and demonstrating advantages and benefits

Desire

Action

Social Media Basics

Awareness

Interest

Desire – Convince the customers that they want and desire the products or service and that it will satisfy their needs

Action

Social Media Basics

Awareness

Interest

Desire

Action – lead customers to take action or make a purchase

Social Media BasicsSocial Media vs. Google Advertising / SEO

Social Media BasicsPart of Your Whole Internet Marketing Strategy

Social Media Basics

Social Media Basics

Where to get content?

New Products

Benefit Statements

Tie into News Topics

Events / Trade Shows

Quotes

Product Videos

Press Releases

Social Media Basics

Be professional, but don’t be afraid to have a personality!

Ask for followers everywhere Website Business Cards Emails

Go all in

Social Media Basics

CREATE ACTIVITY GOALS

Increase followers by ________

Increase shared posts by _______

Increase referral traffic to website by ________

S

Twitter: Fast and Furious

First “Tweet” in 2006 – “just setting up my twttr”

Started from Podcasting company Odeo, spun off into its own company in 2007

SBSWi 2007

2007 – 20,000 Tweets per Day

2011 – 140,000,000 Tweets per Day

Tweeting from Space

www.twitter.com

Pros and Cons

PROS

Quick Communication – 140 characters or less

Easy Setup

Easy to update remotely

Keyword Search (hashtags)

People are more likely connect with those they don’t know

CONS

Time consuming to target effectively

Fleeting messages

Limited for images – no video

Difficult to measure

Smaller, but very loyal user base

Business Strategies

Customer Relations

Crisis Management

Corporate Reputation Management

Issue Advocacy

Event Promotion and Management

Product Promotion and Sales

Business Strategies

Customer Relations

Business Strategies

Crisis Management

Business Strategies

Corporate Reputation Management

Business StrategiesIssue Advocacy

Business StrategiesEvent Promotion and Management

Business StrategiesProduct Promotion and Sales

Business StrategiesProduct Promotion and Sales

Avoid Temptation to Sell Directly

Engage Brand Advocates

Leverage Your Own Content

Build Relationships with Industry Leaders

Find Out What Your Customers Really Want

Strategic Promotions and Events

How to Get Followers

Interesting and Relevant Content Only post about

“trending” content

Create the Right Profile Picture, Name, Location,

Web, Bio Use Keywords?

Follow People Who You Want to Follow You

Interact With People Who You Want To Follow You Retweet or Join in their

conversations

Follow Fridays

Quality vs. Quantity

How to Get Followers continued

Exclusive Offers, especially timely ones

Contests – Play by the Rules

Live Tweet Popular Events

Twitter Directories

Be Patient, it takes time!

Buy followers?

Buy Twitter account with followers?

Quality vs. Quantity

Website Integration

Misc Tips

Tweet often, twice per day if possible

Ask for people to help promote and retweet

Address every comment, good or bad

Make public conversations private

Be professional, but don’t be afraid to have a personality

Use https://bitly.com/

Communicating

Hashtags: #

Replies and Mentions: @

Direct Messages: DM Can only send to user following you Can only receive from users you follow

S

The Place to Get Really Social

Launched in February of 2004 on the Harvard Campus

A campus email address was needed and it was for students with invitation only

Opened to everyone 13 and older in September 2006

Founder Mark Zuckerburg was made famous in “The Social Network”

3rd Largest Web Company behind Google and Amazon

2nd Most Visits of any site, behind only Google (Twitter is 10th)

Estimated to have 138.9 million monthly users

About 41.6% of the US population has a Facebook profile

www.facebook.com

Pros and Cons

PROS

Very large user base

Flexible and more lengthy posts

Photo and Video Rich

Customizable Apps

Nice Paid Advertising Program

Detailed Analytics

CONS

Frequent changes and updates

More difficult setup than Twitter

Difficult to attract new “Likes”

Difficult to gain interaction

Cannot search to target

Business StrategiesCreate and Optimize Your Page

Create a Non-Fan Landing Page

Create Free Offers Within Your Facebook Page

Create Demographic Specific Tabs (for Ads)

Integrate Other Facebook Apps

Business StrategiesCreate and Optimize Your Page

Non-Fan vs. Fan Landing Page

Business StrategiesBuild Up Your Fan Base

Facebook Ads Platform Sponsored Stories

Website Integration Like Button

Business Materials

Ask for It!

Business StrategiesFacebook Ad Platform

• Great Value if You Are Willing to Commit the Resources

• Relatively Inexpensive

• Extreme Targeting

• Manage it Yourself, or Hire Someone (outsource vs. in-house)?

Website Integration

Business StrategiesEngage With Your Fans

Add Value Through Status Updates

Encourage Fans to Post on Your Page Ask what they think – questions / surveys Most clicked on posts:

Touching, Emotional Stories Provocative Debates (be careful) Important Sports Wins or Happenings Simple Easy Questions

Don’t Sell!

Business StrategiesEngage With Your Fans

Business StrategiesSales Example 1 - Convert Non-Fans to Customers

Facebook Advertising for Fan – Only Discounts

Landing Page to Target Non-Fans With Enticing Offers

Discount on Product - Exclusivity Special landing page, coupon code, etc Make new Fans feel like they are part of something

Good Website Transition

Continue To Add New Discounts for Fans, and Encourage Them To Share With Their Friends (Sponsored Stories)

Best for Transactional Product or Ecommerce Sales

Sales Example #1: Akira

Business StrategiesSales Example 2 - Convert Fans to Clients

Free Giveaway – White Paper? Airline Tickets?

Landing Page to Sell the Free Offer – Retain Emails

Email Marketing Strategy for Remarketing

Good Website Transition – Make the Experience Match

Sales Follow Up StrategyBest for Long Sales Cycle or Business Services

Business StrategiesSales Example 2:Chicago Bears

Analytics

Misc Tips

Updating a few times per week is acceptable

Be very conscious of the nature of the social platform

Encourage sharing

Be professional, but don’t be afraid to have a personality

Use video and graphics when possible

Commit

Blogging and Podcasting

Ask yourself: “does anyone care about what I have to say?”

Questions

Thank You!

Elijah Litscher

SmartROI Consulting

elijah@sroic.com

www.sroic.com

(312) 569-9449