© 2012

social media marketing made simple

© 20122

April Heavens-WoodcockManaging Partner Social Media StrategistAuthorized Local Expert

Touching Clients, LLC

awoodcock@touchingclients.com

www.facebook.com/touchingclients

www.twitter.com/touchingclients

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© 20124

why social?

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social media endorsements = $

51% of the U.S. sample had purchased a product based on an online recommendation.

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Source: Neilson Global Trust in Advertising Survey, 2007

social media is the new word of mouth

you must provide a great experience

you must engage with customers to help them spread

the word

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© dennis nations 2011

concerns? you’re not alone…

social media looks really interesting, but… I’ll never have millions of customers…

using new marketing tools sound great, but…

I will never write thought leadership articles….

reading what’s being said sounds useful, but…I’ll never have a dedicated staff to do it right…

I hear about new tools and networks everyday, but…

I just don’t have the time to stay current…

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what you do have is powerful…loyal, happy customers

an excellent customer experience

interesting and important things to say!

if you don’t… that’s what you want to focus on

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build community: Dingo• Dingo, a pet supply company, sent

an Email Campaign to 8,934 subscribers

• Dingo shared the offer on Facebook and Twitter

• Dingo had its fans join their email list through the CTCT Facebook App

• Dingo kept their fans up to date on their progress

• Dingo’s fans shared their campaign through social networks and on their own Blogs

Dingo now has6,329 Likes and 14,140 Subscribers

It took them 3 days!

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your contacts want to keep in touch, but on their terms

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add social icons to email campaigns to define your audience’s preferred channels

discover preferred channels

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kick-start growth: use your email list• announce your social

presence in your newsletter

• include social share links in every email

• include social media sign up icons in every email

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look professional• complete your

business profile

• brand your presence

• add starter content

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starter content• information, tips, and practical advice

• questions asked by your customers

• links to:

– archived newsletters; event home and registration pages

– polls and surveys

– blogs (yours and others’); websites (yours, and others in your area of expertise)

– thought-provoking discussions that inspires dialogue

– relevant videos, photos, podcasts

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make content shareable

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reuse content: Focus HR

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1,000,000,000+registered users

530,000,000+daily users

why create abusiness page?

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tips for your business page

• make your settings public

• post fun, engaging content including photos &videos

• interact with your fans

• add a “Join My Mailing List” custom tab

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not complicated marketing

speak

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300,000,000+active users

51%follow companies, brands orproducts on social networks

should I be usingTwitter?

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tips forusing Twitter

• share links to interesting content

• write in a headline format

• send direct messages (DMs) when appropriate

• retweet content from people you are following

• use hashtags to link tweets

© 201221

81%of B-2-B marketers are using LinkedIn

33% | 52%Nonprofits and Associations using LinkedIn

what’s the deal withLinkedIn?

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tips forusing LinkedIn

• find individuals you know in a professional capacity

• ask for introductions to connections in their networks

• join groups; participate in discussions; recruit attendees to your events

• ask for recommendations

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• focus on the content: share knowledge so people care

• trade useful information for attention

• inspire trust by filtering the noise

social media “dos”

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social media “don’ts”• don’t pitch

• don’t overtly self-promote

• don’t offer incentives to get reviews or sharing

• don’t get too personal

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address and encourage “positivity”• comment back

• say “thank you”!

• answer questions

• share comments through other marketing channels

• consider rewarding “positive posters”

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-- Yelp aggregate rankings of businesses, 9/2009

do itagain!

create agreat offer

have clearcall to action

publish +promote

meaningfulresults

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turn negativity around…• always reach out to the

customer

• let your network know you are addressing the issue

• always seek to satisfy and delight, not defend

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monitor social sphere

categories,topics,

keywords

similar companies

your brand

experts + influencers

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Hootsuitetools to manage + monitor

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NutshellMailtools to manage + monitor

update your networks

track your activity

reply from your inbox

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Google Alertstools to manage + monitor

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combine social with email: The Swinery

• sent email newsletter to 3,765 subscribers

• included social share bar

• received 816 opens (22%)

• viewed additional 485 times & ”liked” by 181 readers

60% increase in reach

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next steps…

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