social media success: online marketing trends and social

Social Media Success:

Online Marketing Trends and Social

Networks Best Practices

June 19, 2013

Presented by Mike Byrnes

President of Byrnes Consulting, LLC

www.byrnesconsulting.com

#BasecampSRI

@ByrnesConsultin Logistics

Always check with your compliance department for its specific guidelines on

what your organization will allow you to do online and with social networks.

Byrnes Consulting might video record this session.

If so, a portion of it will be posted on ByrnesConsulting.com.

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@ByrnesConsultin Is there water in the pool?

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@ByrnesConsultin LinkedIn consulting agenda

Prospecting

Branding (profiles)

Communicating

Client relationships

LinkedIn advice

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@ByrnesConsultin Remember doing a research paper?

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@ByrnesConsultin Who still uses the phonebook?

63% of U.S. Internet users use search engines daily

Source: eMarketer August 2012

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@ByrnesConsultin The impact of the research era

Zero moment of truth

1st moment of truth

2nd moment of truth

Would it surprise you to know that a full 70% of Americans now say they look at product reviews before making a purchase?2 Or that 79% of consumers now say they use a smartphone to help with shopping?3 Or that 83% of moms say they do online research after seeing TV commercials for products that interest them?4 http://www.zeromomentoftruth.com/assets/files/google-zmot.pdf

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@ByrnesConsultin Purchase decision spectrum

No research Lots of research

Investments?

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@ByrnesConsultin What will your prospects find online?

Other websites

websites

3rd-party published content

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@ByrnesConsultin 200 million plus LinkedIn members

Source: LinkedIn

Most searched in 2012… 526,270 views

Total number of 2012 searches…

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@ByrnesConsultin Proof this works

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@ByrnesConsultin What’s your webutation?

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@ByrnesConsultin What to aim for

Retention & new business

Increased website traffic

Higher search engine rankings

More online interactions

Elevated awareness

“An archer cannot hit the

bullseye if he doesn’t know

where the target is.”

– Anonymous

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@ByrnesConsultin Shot gun vs. sniper approach

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@ByrnesConsultin The most powerful prospecting tool

Source of data: LinkedIn

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@ByrnesConsultin Who has done an advanced search?

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@ByrnesConsultin LinkedIn prospecting

Source: LinkedIn

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@ByrnesConsultin LinkedIn is not a fad

Source: eMarketer and LinkedIn

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@ByrnesConsultin Strong social connections

People you may know

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@ByrnesConsultin Use the lunch rule

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@ByrnesConsultin Cleaning out unwanted contacts

No message, but they might notice

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@ByrnesConsultin Share through your profile

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@ByrnesConsultin Add profile sections

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@ByrnesConsultin LinkedIn don’t #1 – testimonials

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@ByrnesConsultin Shutting off testimonials

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@ByrnesConsultin Cause-related social media

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@ByrnesConsultin LinkedIn profiles can show you care

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@ByrnesConsultin LinkedIn’s new company pages

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@ByrnesConsultin 6 degrees of…

Add social media to your marketing

and service plan

Build time in the weekly routine to

stay active

Grow your book of business

#BasecampSRI

Prospecting

Branding (profiles)

Communicating

Facebook advice

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@ByrnesConsultin Timing

Source: SocialTimes

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@ByrnesConsultin The point of Facebook

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@ByrnesConsultin A brand’s Facebook page

Source: Mashable

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@ByrnesConsultin Reach: Facebook’s algorithm

http://keenlykristin.com/2013/04/20/facebook-edgerank-algorithm/ http://www.tofumarketing.com/social-media/facebook-posts-that-will-increase-your-engagement-and-boost-sales/

http://mashable.com/2013/05/07/facebook-edgerank-infographic/

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@ByrnesConsultin Reach: Facebook’s tops

https://www.salsalabs.com/support-community/blog/2013/5/new-organizing-institutes-social-media-strategy

1. photo albums

2. individual photos

3. video

Source: Mashable

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@ByrnesConsultin Types of learners

visual 30% auditory

kinesthetic

http://www.4therapy.com/life-topics/parenting/how-do-kids-learn-2342

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@ByrnesConsultin Humans want to work with humans

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@ByrnesConsultin Byrnes Consulting’s ‘best post ev-ah’

https://www.facebook.com/media/set/?set=a.10150835461390223.736498.500176515222&type=1

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@ByrnesConsultin Engagement by post type

Source: Social Digital Space

http://tracksocial.com/article_methodology-tracksocial

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@ByrnesConsultin Ask fans to vote

Source: Social Digital Space

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@ByrnesConsultin Recency and frequency

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@ByrnesConsultin Facebook Insights

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@ByrnesConsultin Handheld computers

54% of

monthly

Facebook

users use

Facebook

mobile

Source: AllFacebook

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@ByrnesConsultin Facebook Graph Search

#BasecampSRI

Prospecting

Branding (profiles)

Communicating

YouTube advice

#BasecampSRI

@ByrnesConsultin The second largest search engine

Number

of views

Video title

descriptio

rating

(likes vs.

dislikes)

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@ByrnesConsultin Mind blowing stats

http://www.youtube.com/yt/press/statistics.html

More than 1 billion unique users visit each month

Over 4 billion hours of video are watched each month

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@ByrnesConsultin Record everything

Webinars

Presentations

Roadshows

Meetings

Google+ Hangouts

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@ByrnesConsultin Professional vs. armature

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@ByrnesConsultin Education

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@ByrnesConsultin A combination

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@ByrnesConsultin Gangnam Style

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@ByrnesConsultin What’s your definition of viral?

#BasecampSRI

Prospecting

Branding (profiles)

Communicating

Twitter advice

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@ByrnesConsultin Listen

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@ByrnesConsultin Step 1: Learn (free information)

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@ByrnesConsultin Follow

Thought leaders

News sources

Reporters

Competitors

Clients

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@ByrnesConsultin Step 2: Filter

Best info

Filter it

Collect all information

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@ByrnesConsultin Step 3: Share

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Prospecting

Branding (profiles)

Communicating

Content advice

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@ByrnesConsultin Just one piece of the puzzle

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@ByrnesConsultin Content marketing

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@ByrnesConsultin Leverage existing content

If there is no time or resources to develop new content within your firm, hire a copyrighter to provide ghost written information. Write in the language of the target audience.

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@ByrnesConsultin The new media kit

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@ByrnesConsultin Bait the hook

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@ByrnesConsultin Rethink staffing for new needs

Brand journalist Lots available in this economy Good if they don’t know a lot about the industry to take your knowledge and make it translate Use interns wisely It takes an effort

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@ByrnesConsultin What’s the ROI?

Use Google Analytics for:

• Visits

• Page views

• Bounce rates

• Average time on the site

• Traffic sources

• Pageview breakdowns

Source all traffic

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@ByrnesConsultin Increase your reach

#BasecampSRI

@ByrnesConsultin

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1.) Visit ByrnesConsulting.com

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Contact information

Mike Byrnes President of Byrnes Consulting, LLC

www.byrnesconsulting.com

832-4BYRNES [832-429-7637]

Mike@ByrnesConsulting.com

Facebook: Byrnes Consulting, LLC

Twitter: @ByrnesConsultin

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