twitter training for promo & apparel markets
TRANSCRIPT
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XL Social Media StrategiesFor S-M Sized Businesses
FOCUS ON TWITTER
JAY BUSSELLE, IDEA CUSTOM SOLUTIONS
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SOCIAL MEDIA MARKETING IS LIKE A PUPPY.
It’s so adorable and cute that you
forget it also needs constant
care and attention!
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The Benefits?89% Increased exposure
75% Increased traffic on website
69% Marketplace Insight (training)
65% Develop loyal fans
61% Generate leads
58% Improve search rankings
54% Grow business partnerships
47% Reduce marketing expenses
43% Improved sales
The benefits ofSocial Media Marketing according to SMB marketers worldwide (eMarketer.com , May 2015)
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Zero visibility isn’t a good thing
Downtown Phoenix AZ
Aug 2014
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Each of These is an On-ramp
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Is It A Waste Of Time?
Some business owners, marketers and sales people start the process and don’t see immediate results (sales or ROI) so they think it’s just busy work or time wasted.
1. They (you) didn’t have the right expectations. This isn’t the same thing as buying an ad on TV.
2. Social Media Marketing, like all marketing, isn’t a light switch to be turned on & off.
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UPDATES since Jan 16:
Pinterest = 176 million
Twitter = 1.3 billion
Facebook = 1.55 billion
Instagram = 400 million
LinkedIn = 414 million
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Let’s Define Social Media
I call it Social Media Marketing
Social can be fun but so far in my life it has never paid all the bills.
It’s still marketing, it’s networking, it’s influencing, it’s storytelling, and it’s creating awareness.
Think of it as an amplification and magnification tool that creates connections
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Make Great Choices
Social media strategy is no longer about following the masses, it
is about engaging with targeted audiences.
Don’t spend time and money building the wrong content to share
on the wrong network.
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Content. Conversation. Community.
These are buzzwords but they relate to the efforts and objectives related to successfully executing social media marketing.
Unfortunately, many companies do a poor job of allocating the necessary resources to support their social media efforts Content = the information, infographics, video, blogs, graphics, photos
Conversation = the discussion, questions, comments, reviews,
Community = like minded groups, niches, tribes,
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Social, yes… but with an emphasis on business
This is NOT sharing cute
pictures of cats or kids
on Facebook with your
friends and family and
hoping they “like” it.
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This is NOT following celebrities, politicians, musicians or athletes to find out what they ate for dinner last night or that they like ice cream.
Social Misconceptions
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This is NOT a popularity contest or tool to see who is wearing what?
Social Misconceptions
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Imagine that you are creating a new cable network station. This
new network represents your business. What would you say, share,
explain, teach and even entertain?
What I want to know is, can you help me?
Can you produce content to tell me or show me that you can help
me solve my problems?
Building A Business Network
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The Goal of Your Network
Tell the right story to the right audience in their preferred language.
OR
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Who Is Your Perfect Customer?
Create a buyer persona or profile to define the perfect customer
What industry or which market would they represent?
How much would they spend on decorated apparel?
How often would they buy?
Do they participate in Social Media?
LinkedIn, Facebook or Twitter?
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When investing in Social Media Marketing
you should get involved where your
audience is already participating
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Where Are The Pros Focused?
Let’s look at some important objectives most marketing professionals are currently focused on:
1. Engagement
2. Awareness
3. Lead Generation
4. Website Traffic
5. Increase Sales
6. Increase Search Ranking
7. Lead Nurturing
*Social Media Strategy Survey – Ascend 2 & Partners, DEC 2015
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The most fundamental synonym for Social
Media Marketing is INFLUENCE
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The Source of the Influence
Measuring the impact that a given source will have influence on you taking action
* www.fleishmanhillard.com
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The Order Of Influence
Let’s review the order of influence:
1. Friend in your network
2. Trusted group
3. Company you follow
4. A media source you follow
5. Public figure or celebrity
6. Company paid content
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Build Brand Awareness
58% of people are influenced by a friend in their network.
The larger and more relevant your audience is, the deeper reach you have.
If your brand is likeable and integrated in the social conversation, the more you’ll stand out from the noise!
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Talk With – NOT AT!
Reward them with showing that you’re just as interested in them as they are in you.
Be AUTHENTIC and you will be rewarded with loyalty and business.
Reciprocate! Share content… share in their successes.
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Success Stories
Visit: biz.twitter.com/success-stories to review case histories
1. What can your company do in 140 characters?
2. By industry, tactic, product, goal & company size
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0
2
4
6
8
10
12
18-24 25-34 35-44 45-54 55-64 65+
11.7 11.3
8.76.7
4.12.7
January 2015
Users in Millions
Age Group
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My Twitter Profile Page
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Pinned Tweet Activity
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Pinned Tweet Activity
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Followers
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Twitter Analytics – 28 Day Summary
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Twitter Analytics – Tweet Activity
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Twitter Analytics – Audience Insights
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Twitter Search
You can find LOTS of information about, clients, prospects, topics, events, companies & competitors:
1. You can find an industry icon or supplier and see who is following them
2. Same thing with your competition
3. Perform a Search on the menu bar of Twitter (zoom tool)
4. Look up a person, company, event or a hashtag
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Listen & Respond
All major Social Media platforms allow you to Search, Listen, Engage and Respond!
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Listen, Respond & Grow
Get involved on this platform on a consistent basis.
Be a part of the conversation and ask questions
Be slow to sell and quick to build trust
Be authentic, be you!
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We just covered
a lot of
information!!!
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Decide to be VISIBLE!
Know your prime target
Identify on which platforms they are likely to be social
Build your brand as if it were a cable network channel
Create strategic partner relationships locally & industry specific
Dedicate 2-3 hours per week for 1 year (15-30 minutes per day)
Listen, Respond, Engage & Grow…. every day!
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Let’s connect on Twitter & LinkedIn!