social media for sales and marketing
DESCRIPTION
An overview of how to use social media for sales and marketing. Includes social media trends and statistics for 2013. Tips for using Twitter, Facebook, LinkedIn, Google Plus, YouTube, Pinterest, and Quora to develop relationships and sales leads. Presented by Amy Neumann, Director SEO/ SEM/ SMO at cleveland.com for Sales and Marketing Executives of Cleveland, February 2013.TRANSCRIPT
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Social Media for Sales and Marketing
Amy NeumannDirector SEO/SEM/SMO
Cleveland.comFebruary 12, 2013
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Amy Neumann [email protected] SEO/SEM/SMO 216.999.5746
Passionate fan of all things tech and media for 18+ years with companies like Yahoo! and AT&T. Currently delighted to be at Cleveland.com doing everything Search & Social
Often seen writing about topics involving social media, search, social good, mobile, developing technology, and similar including for Forbes, the Huffington Post, two personal blogs (Good Plus Tech and Charity Ideas Blog) and numerous other websites and printed publications
Originally hails from Northeast Ohio with a brief stop (16 years) in Los Angeles before returning to the Cleveland area mid-2011
Let’s connect! Just Google me ;)
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Social Media for Sales and Marketing
What is the current social media landscape?
Why does social media matter for sales and marketing?
Who, what, when, where, why and how: Twitter Facebook LinkedIn YouTube Pinterest Other sites and resources
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What is the current social media landscape?
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Social Media Landscape Right Now
Social media is the new “Word of Mouth”
Things are discovered, reviewed, shared and recommended in real time
Credibility is developed by being visible as an expert
Familiarity and trust are created through ongoing interaction, in many places, many ways
Customer service is greatly enhanced by the ability to immediately interact and connect
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Highlights -2013 Social Media Users
Facebook: 1.06 BILLION + users (680 mm mobile)
YouTube: 800 million +
Twitter: 550 million +
Google Plus: 340 million +
LinkedIn: 200 million +
Rising *Visual* Stars: Instagram ( 90 mm, now owned by Facebook), Pinterest (40 mm)
5.98 BILLION mobile devices globally
http://expandedramblings.com/index.php/resource-how-many-people-use-the-top-social-media/
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Social Media Trends 2013: Mobile, Visual
http://www.ehulool.com/wp-content/uploads/2012/12/Social-Growth-infographic4.png
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Word of Mouth – Global & 24 x7
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Visibility at All Times
We “Share This”
We talk about what we like (or don’t like)
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People You and Your Company
What do they see?
Is your expertise showing? [Hopefully!]
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Positive Interaction Brand “Awareness”
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~ 89% of Americans are Online
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Social Media is Becoming a Key Element of Search, and Growing – Some Search Stats
92% of online adults use search engines to find information – 256 million people 59% do so on a typical day – 164 million
All ages are included: 18-29 = 96% 30-49 = 91% 50-64 = 91%
65+ = 87%
Pew Research Center, 5/11 . 88.7 % of the ~ 315 million people in the United Sates in 2013 are online: 279 million.
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“Social Media”
Social media = people. It’s about being where people are, when they are, how they prefer, with the information they want. On a phone...a computer...a tablet...at work, at home, anywhere.
Humans tend to universally like certain things: to be entertained, to learn, to save time, to save money, to be ahead of the curve, to feel inspired, to help others, to share, to grow.
So how does your strategy fit into the humanness of marketing?
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Conversational and Other-Focused
Remember the “social” piece – the more interactive, the more results
Try to keep the conversation 80-90% about THEM and only 10-20% about your company
Sharing content that is helpful and useful to people who might buy your product will drive connections
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It’s Art + Science
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Social Media Increases “Serendipity”
“If you want more luck, take more chances. Be more active. Show up more often.” ~ Brian Tracy (good summary of Social Media)
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Jump In! The Water’s Fine…
Who, what, when, where, why and how: Twitter Facebook LinkedIn YouTube Google Plus Pinterest Other sites and resources
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Twitter: @Claire’s Definition of “Tweet”
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It’s Easy to Start
http://goodplustech.com/2010/11/03/how-to-set-up-twitter-in-3-minutes/
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Who Uses Twitter? (% of all online)
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Not Just Your Neighborhood
Proactively find people anywhere in the world who are talking about your product or service
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Twitter: Proactively Find Clients
[ https://twitter.com/search-advanced ]
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Facebook: Friends, Family, Other
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It’s Facebook! 1 Billion+
680 million are checking FB on mobile devices.
Facebook posts with PHOTOS get 84% more interaction. [That’s why FB bought Instagram for $1 B]
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Who Uses Facebook? (% of all online)
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Facebook: It’s Personal
Entertainment focus
Photos increase engagement by 84%
Appeal broadly to human interests
Contests and promotions do well
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LinkedIn: Brilliant for Networking
Find buyers at target companies
Be discoverable
Keep your profile updated: Professional photo Current title and company Succinct Summary including
keywords Complete history allows for
faster networking Add causes and volunteer work Join relevant Groups and
interact
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A Huge Network of Professionals
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Who Uses LinkedIn? (% of all online)
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YouTube
Also owned by Google 800 million people Mobile is driving visual communication like video Quality is less important than content – it’s a
medium where people are used to seeing “less than network” quality
Stories are relatable ways to connect Helps with SEO
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Google Plus
Jump in now! 500 million people have joined Marketing is now focusing on G+ for 2013
and beyond Still less mainstream for now – and it DOES
MATTER from a local, social media, and (SEO) search perspective
Google has all the time (and money) in the world to make Google + a hot item.
G+ already affects SEO – especially locally – in a major way Claim both your Google Plus and Google Plus
Local (Google Places) Page to be Verified
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Pinterest: A Virtual, Visual Pinboard
Ideal for retail; 80% women
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Bonus Round: Quora
Q & A platform – “Google for what’s inside people’s minds and not on the internet”
Perfect for professional services, consultants, experts
“Blogging” platform with a built-in audience
Can provide insights into authors (potential buyers)
Highlight expertise
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Metrics and Measuring
Use a platform like Hootsuite (or Radian6, Vocus, Vitrue, Sysomos, ArgyleSocial, etc.) to monitor mentions, schedule some posts/tweets/updates, and track results from shortened links
Shorten URLs (web addresses) with a link shortener (Hootsuite’s is built it, or try bit.ly or similar) – these track opens on links so you can determine which articles perform best
Monitor keywords like business name, products, and #hashtags in your industry
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Summary
A majority of Americans now use Social Media
SM can proactively create a new stream of clients, and enhance customer service for existing clients
Top SM sites to grow and maintain a client base are: Twitter Facebook LinkedIn YouTube Google Plus Pinterest
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Questions?
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Recommended Resources
http://www.socialbrite.org/sharing-center/tutorials/
http://mashable.com/guidebook/twitter/
http://help.linkedin.com/app/answers/detail/a_id/530
http://computer.howstuffworks.com/internet/tips/how-to-use-facebook.htm
http://support.google.com/plus/?hl=en
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Amy Neumann [email protected] 216.999.5746
Amy Neumann is a tech fanatic with a penchant for social good, who has been fascinated with all things internet and marketing since 1994. She’s Director of SEO/SEM/SMO for Cleveland.com and is loving being back home in Northeast Ohio after nearly 16 years in Los Angeles. With almost two decades’ experience in digital media, technology, marketing, advertising, and public relations, she focuses on how technology can solve challenges for businesses and nonprofits of all sizes. Amy has experience at companies like Yahoo and AT&T, as well as her own marketing company Good Plus Tech.
Amy also speaks nationally on topics related to social media and online marketing at events like Dell’s Social Innovation Conference, ASU’s Sustainability Conference, and the Midwest Social Media Summit. She is widely published online, including as a contributor to Forbes, an author of PR News’ Crisis Management Guidebook, a columnist for Huffington Post, and for two of her own blogs, Good Plus Tech and Charity Ideas Blog.
Thank You!