social media marketing: unf entrepreneurship class 9.28.11

Let’s get social…

© 2011 Thomas Marketing Consulting, Jessica Thomas

Social Media Social Media MarketingMarketing

UNF Entrepreneurship ClassUNF Entrepreneurship ClassSeptember 28, 2011September 28, 2011



Today’s AgendaToday’s Agenda• Introduction• Why social media marketing?• The importance of having a plan• How to speak social, not just sell• Facebook• Linkedin

• Twitter• Google+• Foursquare• YouTube



@jessiet09



Over the past few years, the advertising industry has experienced a drastic transformation. As a result, marketers must refine their approach.

This translates to maximizing the value of each individual customer.



To survive, businesses must take a strategic, innovative approach to the market. Sales-to-service conversion and retention have become the keys to creating maximum value.

Understanding and managing the complexities of this new market requires a strategic and comprehensive approach.



“We don’t have a choice on whether we DO social media, the question is how well we DO it.” -

Erik QualmanFounder of Socialnomics



Why the shift towards Why the shift towards social media?social media?



Consumers are Consumers are increasingly resistant to increasingly resistant to

cold, impersonal cold, impersonal marketing messages.marketing messages.



78% of consumers 78% of consumers trust the advice of trust the advice of other consumers*other consumers*

*According to Nielsen’s “Trust in Advertising”



A 2009 study by Razorfish found that A 2009 study by Razorfish found that 65% 65% of consumers of consumers report having areport having a digital digital experience that positively or experience that positively or

negatively changed their opinion about a brand. Of that negatively changed their opinion about a brand. Of that groupgroup, 97% , 97% indicated that their indicated that their digitaldigital experience experience

influenced whether or not they eventually influenced whether or not they eventually purchasedpurchased the the product from that brand. product from that brand.

These conversations are taking place, with or without a These conversations are taking place, with or without a

business’ participation.business’ participation.



The ROI of social media is The ROI of social media is that your business will still that your business will still

exist and be relevant in exist and be relevant in five yearsfive years

Socialnomics.net



4 Main Conversion Points4 Main Conversion Points1. Bring new business into a location (foot traffic)2. Bringing new customers in for service (if applicable)3. Keeping customers coming in for regular service4. Selling to your customers when they’re ready to buy



Social StatsSocial Stats• Facebook tops Google for weekly traffic in the U.S.• If Facebook were a country, it would be the third largest in

the world• YouTube is the second largest search engine in the world

(now owned by Google)• 60 million status updates happen on Facebook daily• Faceboook users spend more than 700 Billion minutes per

month on Facebook• Everything you do in social media is documented on Google.

And those documentations affect your search engine optimization ranking in a positive way.



Facebook has more than 800 Facebook has more than 800 Million Active Users!Million Active Users!

Source: www.kenburbary.com



549,360 Active Facebook Users549,360 Active Facebook Users

Estimated Reach•who live within 10 miles of Jacksonville, FL•between the ages of 16 and 64 inclusive

Source: www.Facebook.com



“The Internet is instant. Social media is instant. And you have to

be ready to participate consistently, and in a meaningful way, if you

want to win.” -Jeffrey Gitomer

Author, Social Boom! How to Master Business Social Media



Specific ROI to measureSpecific ROI to measure• Increase in lead generation• Increase in the percentage of internet leads

making the decision to purchase• Increase in foot traffic• Positive branding



The Importance of Having a PlanThe Importance of Having a Plan• Six or 12 month online marketing strategy plan• Gives you focus• Tangible objectives and milestones• Specific deadlines and timetables• A baseline to measure success• Gives management a clear view of the progression

of the campaign



How to Speak Social, Not Just SellHow to Speak Social, Not Just Sell• It’s all about people• Be conversational, don’t yell at your customers• Speak with them, not at them• Position yourself as a resource• Share information• Build your reputation• Learn to listen



How to Speak Social, Not Just SellHow to Speak Social, Not Just Sell• Social networks encourage collaboration• People love giving their opinions, especially on

negative experiences• Information gets passed around much faster• Social networks contain a lot of information about

your customer• Understand your customers/community’s needs



How to Speak Social, Not Just SellHow to Speak Social, Not Just Sell

• Say more with less• Limit yourself to one sentence, one thought• Social media is a pull system (Do not push)• Know your audience• Remember to bring value



A Few Content “no, no’s”A Few Content “no, no’s”• Bathroom thoughts• Drunken inspirations• Angry retorts• Late night ramblings• If you’re having a bad day, avoid the “Send” Button• Politics• Controversial subjects



FacebookFacebook



FacebookFacebook• Don’t overpost• Ideal times• Diversify your posts • Share with others



LinkedinLinkedin



LinkedinLinkedinTop 10 Strategies for a

Successful Linkedin Experience:



LinkedinLinkedin

1. Complete your profile



LinkedinLinkedin

2. Write to be read



LinkedinLinkedin

3. An extension of your networking



LinkedinLinkedin

4. Follow-up is KEY



LinkedinLinkedin

5. Post relevant content



LinkedinLinkedin

6. Get involved in the conversation



LinkedinLinkedin

7. Position yourself as a thought leader



LinkedinLinkedin

8. Recommendations



LinkedinLinkedin

9. Respond to everyone who communicates with you



LinkedinLinkedin

10. Develop a strong personal brand



TwitterTwitter



TwitterTwitter• 140 characters or less• What to post• Bit.ly• Images• @mentions• #Hashtags



Google+Google+



Google+Google+• It’s all searchable content• Think of what you post in regards to SEO• FindPeopleonPlus.com• Circles• +1 – recommend content



FoursquareFoursquare



Every location-based deal has to be at least as awesome as the Ben & Jerry’s special, which was 3 scoops of ice cream for $3, and the mayor gets an extra scoop for free.

Source: BostInnovation.com “Beyond the Checkin: A Look at the Future of Location Based Services”



The Ben & Jerry’s RuleThe Ben & Jerry’s Rule1. Everyone can participate in the deal2. It’s a really valuable offer, the likes of which you

won’t find anywhere else3. Loyalty counts because there is still incentive to

become the mayor

Source: BostInnovation.com “Beyond the Checkin: A Look at the Future of Location Based Services”



YouTubeYouTube• Second largest search engine• Owned by Google• The power of video• Keywords are key• Marketing products• Addressing customer service issues



A few Social Media “no, no’s” A few Social Media “no, no’s” • Do not link your social media accounts• Do not post the same message on all of your

social media accounts• Do not SPAM• Beware of games and apps that post to your

account• Do not be negative• Keep your audience in mind



Questions?Questions?



Thank you!Thank you!Thomas Marketing ConsultingJessica Thomas, Owner904-651-7976

[email protected]

www.facebook.com/ThomasMarketingUSAwww.facebook.com/JessicaRThomas00 www.linkedin.com/in/JessicaThomas10

Twitter: @jessiet09

social media marketing: unf entrepreneurship class 9.28.11

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