social media slides - nfib · 1. viral equals social success – viral is an outcome, from a good...

Wednesday, May 26 at 12 PM ET

Presented by:Mike Chapman

Apogee Campaigns

Download these slides at: www.nfib.com/socialmediaslides

Using Social Media Marketing to Grow Your Business and Build Customer Loyalty

• The consumer has changed– With so many companies/messages vying for the attention of saturated consumers, buyers

need a trusted advisor (influencer/evangelist) to help them make the right choice– Consumers are driven by research not advertising and look for independent, third‐party

endorsements ,which matter more than ever

• The Internet has changed– Google and other search engines give priority to blogs, micro‐blogs and YouTube– In most cases, third‐party endorsements on the first 2 to 3 pages of search results define what

brands and criteria the buyer will use to make a purchase

• Marketing has changed– People search for solutions and answers far more than products and brands– Since so many products/brands claim to be the best, consumer discount all and seek advice

from influential people (i.e. people with a following)

All of these changes enable you to create ongoing, HYPER‐EFFICIENT programs that leverage social networks WOM, online advertising and third‐party evangelism to drive demand

Why Social Media Works


• Sales/Leads/Click Through• Favorable influencer content in search results • Content generation for other marketing activities (i.e. direct, Web, ads, support, etc)

• Volume of content (total reach)• Viral effect (i.e. pass along/linking to other sites, Twitter, Facebook, YouTube, Etc)

• Sentiment of content • Ability to have content generated around specific topics

Social Media Success Measures


Marketing in a Web 2.0 World

Social Media Applied


1. Be ethical and transparent 2. Read WOMMA’s Ethics Code at http://womma.org/ethics3. Listen to the conversations (find supporters, detractors and influencers)4. Set goals5. Develop a content strategy6. Choose the WOM/social media tools that make sense for your strategy7. Deliver the right content to the right audience8. Engage with your customers, readers, evangelists, detractors, influencers9. Facilitate evangelism — show you are the right company, doing the right

things to earn it10. Measure the effectiveness of the strategy and adapt11. Use keywords to optimize search

Keys to Social Media Success


1. Viral equals social success – Viral is an outcome, from a good sales and marketing strategy, not the other way around

(Elfyourself.com)

2. Social command and control – Social media is not about control, it is about cooperation and engagement – if you post only

about you/your brand (even if it is on Facebook, YouTube, etc), it is not social media

3. Social is the content and the campaign– Social media is about people doing what is in their best interest, not yours – Requiring people

to upload content that benefits on you is a recipe for disaster (SheratonWave.com)

4. Social Deception– The reason you want social media is authenticity sells – if you try to deceive, your audience

will find out (Google: “Pay Per Post”)

Common Mistakes of Social Media


5. Social = social– Not all social media is the same just like not all marketing is the same – corporate blogs,

communities or any other tactics may not be best for your social media goals (Comcast Twitter)

6. Social is PR– Social media is too big for one department – there are benefits for other departments

across the board

7. Adver‐social – Social media delivers results when you have Google results, third‐party endorsements,

CGM and real people carrying the message in unison – when it’s controlled and only in an ad box, you get lower results and raise costs

8. Social is the program– Social media amplifies traditional marketing, driving up ROI across the board – by itself,

it usually is sub‐optimal at best (Skittles)

Common Mistakes…


Facebook

Building an Online Community


• More than 400 million active users on Facebook

• 50% of active users log on to Facebook in any given day

• More than 3 billion photos uploaded to the site each month

• More than 5 billion pieces of content (web links, news stories, blog posts, notes, photo albums, etc) shared each week

• More than 35 million events created each month

• If that isn’t convincing enough, take a look at some of these numbers for Facebook Pages:

• More than 15 million local businesses have active Pages on Facebook

• More than 20 million people become fans of Pages each day

• Pages have created more than 53 billion fans

Facebook Stats


Facebook Users


Facebook Business Fans


Manage Your Profile• Fill out your profile completely to earn trust• Establish a business account if you don’t already have one• Stay out of trouble by reading the Facebook rules regarding business

accounts• Install appropriate applications to integrate feeds from your blog and

other social media accounts into your Facebook profile• Keep any personal parts of your profile private through Settings• Create friends lists such as “Work,” “Family” and “Limited Profile” for

finer‐grained control over your profile privacy• Post a professional or business casual photos of yourself to reinforce your

brand• Limit business contacts’ access to personal photos• Post your newsletter subscription information and archives somewhere in

your profile

Facebook for Business


Connect and share with others• Obtain a Facebook vanity URL so that people can find you easily • Add your Facebook URL to your email signature and any marketing

collateral (business cards, etc) so prospects can learn more about you• Post business updates on your wall Focus on business activities, such as

“Working with ABC Company on web site redesign”• Share useful articles and links to presentation and valuable resources that

interest customers and prospects on your wall, to establish credibility• Combine Facebook with other social media tools like Twitter For example,

when someone asks question on Twitter, you can respond in detail in a blog post and link to it from Facebook

• Before traveling, check contacts locations so you can meet with those in the city where you’re heading

• Research prospects before meeting or contacting them

Connecting on Facebook


• Upload your contacts from your email client to find more connections

• Use Find Friends for suggestions of other people you may know to expand your network even further

• Look for mutual contacts on your contacts’ friends lists• Find experts in your field and invite them as a guest blogger on

your blog or speaker at your event• Market your products by posting discounts and package deals• Share survey or research data to gain credibility• Use Facebook Connect to add social networking features to your

web site• Suggest Friends to clients and colleagues — by helping them, you

establish trust• Buy Facebook ads to target your exact audience

Getting More Facebook Contacts


NFIB Facebook Page


• Creating contests that include participation– Add value (a reason for users to join the page, aside from brand loyalty), offering

contests and coupons specifically to Facebook users can entice consumers to join– Sears offered fans a $10 coupon, clicking on the coupon takes you to a page where

Sears collects your information and sends you information about the coupon, deals, and offers

– Key Takeaway: Offering something to consumers to join can help build a large community – some examples of things to offer: Coupons, free shipping, weekly deals

• Empowering pre‐existing pages– Coca Cola Facebook page was created by two users who liked Coke– Key Takeaway: Reward dedication can inspire others to do the same

• Targeting the proper demographic– For companies whose brand does not target the optimal demographic, finding a

specific line that does works– Key Takeaway: Some brands cannot expect huge followings on Facebook

Great Facebook Pages


Twitter for Small Business

Networking at the Speed of the Internet


• Twitter is a social networking and microblogging service that enables its users to send and read messages known as tweets

• Tweets are text‐based posts of up to 140 characters displayed on the author's profile page and delivered to the author's subscribers who are known as followers

• Senders can restrict delivery to those in their circle of friends or, by default, allow open access

So What is Twitter Exactly?


Businesses Use Twitter


10 Ways To Use Twitter For Business1. Expand Your Network – Gain new customers and potential partners also search

for keywords related to your product and then follow the users

2. Share Expertise To Build Credibility – Hold free workshops, seminars or web meetings and offer solutions to those who are struggling with something in your field of expertise

3. Highlight What’s Special – Use this free platform to inform event participants and highlight useful tips, new products, etc

4. Look For Leads On Twitter – Share information that is useful for prospective clients or employers to enhance your reputation by building relationships and gather information about what customers, competitors and others are saying about your business

5. Communicate With Employees – Twitter is a great collaboration tool, you can rather release short tweets to your team members describing what you have to say

Common Twitter Uses for Business


6. Run Special Deals & Promotions – Offer incentives to those who follow you on Twitter like free coupons, discounts, package deals and samples

7. Receive Customer Complaints – Twitter allows you to respond quickly to shut down any impending service or complaint received

8. Interact With Your Competition – Follow companies, experts, leaders and competitors in your industry

9. Organize A Local Tweetup – It’s an informal and effective way of planning a meeting with vendors, suppliers and other people withwhom you can form partnerships

10.Create Brand Loyalty – Participate actively to conversations and tweet constantly and increasingly more people will find out about your business, while you will gain loyal clients

Twitter for Business


First Steps

• Build an account and immediately start using Twitter Search to listen for your name, your competitor’s names, words that relate to your space (Listening always comes first)

• Add a picture, we want to see you

• Talk to people about THEIR interests– I know this doesn’t sell more widgets, but it shows us you’re human

Getting Started on Twitter


• Point out interesting things in your space, not just about you

• Share links to neat things in your community (@wholefoods does this well)

• Don’t get stuck in the apology loop – be helpful instead (@jetblue gives travel tips)

Twitter Basics


• Be wary of always over‐promoting your own stuff

– Your fans will love it

– Others will tune out

• Promote your employees’ outside‐of‐work stories (@TheHomeDepot does it well)

• Throw in a few humans, like RichardAtDELL, LionelAtDELL, etc

• Talk about non‐business, too, like and @MLFNow from Mobile Loaves and Fishes

Twitter Basics


Ideas About WHAT to Tweet

• Instead of answering the question, “What are you doing?”, answer the question, “What has your attention?”

• Have more than one twitterer at the company

– People can quit

– People take vacations

– It’s nice to have a variety

• When promoting a blog post, ask a question or explain what’s coming next, instead of just dumping a link

What to Tweet About


• Ask questions ‐ Twitter is GREAT for getting opinions

• Follow interesting people If you find someone who tweets interesting things, see who she follows, and follow her

• Tweet about other people’s stuff

– Again, doesn’t directly impact your business, but makes us feel like you’re not “that guy”

What to Tweet About


• When you DO talk about your stuff, make it useful and give advice, blog posts, pictures, etc

• Share the human side of your company

– If you’re bothering to tweet, it means you believe social media has value for human connections

– Point us to pictures and other human things

• Don’t toot your own horn too much

• Or, if you do, try to balance it out by promoting the heck out of others, too

Twitter


• Use services like Twitter Search to make sure you see if someone’s talking about you Try to participate where it makes sense

• 3rd party clients like Tweetdeck and Twhirlmake it a lot easier to manage Twitter

• If you tweet all day while your coworkers are busy, you’re going to hear about it

• Learn quickly to use the URL shortening tools like TinyURL ,and all the variants It helps tidy up your tweets

• If someone says you’re using twitter wrong, forget it– They can unfollow if they don’t like how you use it

• Commenting on others’ tweets, and retweeting what others have posted is a great way to build community

Listening and Responding


LinkedIn Basics


• Is your LinkedIn account mostly sitting idle? You can do so much more with it than simply look up contacts: find gigs, sell products, expand your networks, grow your business and gain free publicity.

LinkedIn


• Fill out your profile completely to earn trust.

• Use widgets to integrate other tools, such as importing your blog entries or Twitter stream into your profile.

• Do market research and gain knowledge with Polls.

• Share survey and poll results with your contacts.

Use LinkedIn More Effectively


• Answer questions in Questions and Answers: show expertise without a hint of self‐promotion.

• Ask questions in Questions and Answers to get a feel for what customers and prospects want or think.

• Publish your LinkedIn URL on all your marketing collateral, including business cards, email signature, email newsletters, web sites and brochures, so prospects learn more about you.

• Grow your network by joining industry and alumni groups related to your business.

LinkedIn


• Update your status examples of recent work.

• Link your status updates with your other social media accounts.

• Combine your social media approach: when someone asks a question in Twitter, respond in detail on LinkedIn and link to it from Twitter.

• Use the search feature to find people by company, industry and city.

Update LinkedIn


• Start and manage a group or fan page for your product, brand or business.

• Research your prospects before meeting or contacting them.

• Share useful articles and resources that will be of interest to customers and prospects.

• Don’t turn off your contacts: avoid hard‐sell tactics.

LinkedIn Groups


• Ask your first‐level contacts for introductions to their first‐level contacts.

• Interact with LinkedIn on a regular basis to reach those who may not see you on other social media sites.

• Set up to receive LinkedIn messages in your inbox so you can respond right away.

• Link to articles and content posted elsewhere, with a summary of why it’s valuable to add to your credibility.

Networking


• List your newsletter subscription information and archives.

• Find experts in your field and invite them as a guest blogger on your blog or speaker at your event.

• Post discounts and package deals.

• Import v‐Cards and contacts from other applications to find more connections.

LinkedIn


• Export your contacts into other applications.

• Buy a LinkedIn direct ad that only your target market will see.

• Post job listings to find qualified talent.

• Look for connections related to a job you want.

• Find vendors and contractors through connections.

LinkedIn


YouTube Basics


• Set up a channel to reflect your brand and engage with others. Here’s an example from The White House.

Marketing and Advertising


•Choose a user name that reflects your brand for your channel URL.

•Add your channel URL to marketing collateral and social network profiles.

• Post customer video testimonials to add to your credibility.

• Put together a creative video explaining your product or service.

• Show your product in action using movie trailer‐style: fast, creative and catchy.

• Show the results of someone using your services.• Promote your events using recordings of previous events.

Video Testimonials


• Introduce your staff to add authenticity.• Take viewers on a tour of your offices and city to help them feel connected with you.

• Ask others to use your product in their videos (like product placement in movies) and cross‐promote each other.

• Post links to your videos on various social networks.

• Look into YouTube Promoted Videos to reach your target through contextually‐relevant search results.

Personalize


• Use Google AdWords on Google Content Network, which includes sites like YouTube. These use text‐based ads and don’t require a video from your business. Research the Placement Tool to identify the best placements for your ads.

• Earn money from your videos by entering into a partnership with YouTube.

• Run a contest.

Ads and Contests


• Add Call‐to‐Action overlays to your videos to drive traffic to your web site.

• Study your channel’s performance with the integrated Google Analytics and YouTube Insight to make the most of your videos.

• Display company information in every video including name, URL, phone number and email address.

Measurement


• Create “how to” videos to help your customers use your product or service.

• Post solutions to common product or service problems.

• Answer customer‐specific questions using videos. Imagine how surprised a customer will be when you point them to a video with the answer!

Customer Service


• Embed videos on your web site on appropriate pages, including customer support and product tours.

• Post a blog entry discussing a problem and include a video for visual support.

• Go the extra mile by adding closed‐captions or subtitles to your videos. Remember that not everyone can watch or hear videos in the same way.

• Show a work‐in‐progress project to a customer for review and approval, without the need for a face‐to‐face meeting or in‐person demo.

More YouTube


Blogs


• BLOG = Better Listings On Google

• Most searches have a disproportionate number of blogs in the top 20 results

• Customers are looking for third‐parties to help them decide

• These third‐party endorsements are key drivers for:

– Buying criteria– Price– Brands/products to consider/drop– Features to look for/avoid


Thank you for attending!


Using Social Media Marketing to Grow Your Business and Build Customer Loyalty


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social media slides - nfib · 1. viral equals social success – viral is an outcome, from a good...

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