Using Social Media To Drive Business

How To Use Twitter, Facebook and other Social Media to Drive

Business.

Presented By: CEO/Founder of .Com

Marketing, Hillary Bressler

2008 Webster's Dictionary

Word of The Year is…

OVERSHARE

OVERSHARE(verb): to divulge excessive personal information, as in a

blog or broadcast interview, prompting reactions ranging from alarmed discomfort to approval.

4 New Rules for Marketing

1. Listening to consumers is more important than talking at them.

2. You can’t hide the corporation behind the brand anymore or even separate the two.

3. PR is a primary concern for all marketers.

4. Social Media is not a Strategy.

Ad Age 2009

Digital Marketing Strategy

• Strategy: Written plan which combines product development, promotion, distribution, and pricing approach, identifies the firm's marketing goals, and explains how they will be achieved within a stated timeframe.

• Tactics:– Blogging – Microblogging (Twitter)– Search engine optimization– Social network participation (Facebook, LinkedIn) – Email marketing – Pay per click

• With 200 +mm Facebook users today and 900% growth in Twitter, its dangerous to ignore the potential of social media for getting traffic, audience, and customers.

Epsilon-Roper poll

What is Social Media

• Facebook• YouTube• Myspace• Twitter• Del.icio.us• Digg• Etc…

Top Social Media Sites

Source: Compete.com

Why Go Social?

• It’s no secret, it is here to stay• Millions are connecting and interacting• A static site will no longer be enough• Need a social presence to succeed • SEO is not enough, need to increase

reach

Social Media How To• Deciding to use social media is just like any

other marketing decision.• Ask yourself:– Is this tactic right for my target market?

– How will I use it (branding/awareness, lead generation, promotion, etc.)?

– Is there enough scope and scale to make it worth the effort?

– How will I measure and what do I expect as results?

– How will I integrate it with other activities?

© 2009 .Com Marketing 13

Social Media How To

• Most people do the last thing they should do first!

• Before you engage in conversations you first need to LISTEN.– Set up Google Alerts– Do searches on your brands– Watch industry bloggers and association sites– Check the social sites like YouTube, Facebook

© 2009 .Com Marketing 14

Social Media How To

• Once you hear what people are saying, where appropriate, respond.

• Be AUTHENTIC– People will spot or sales pitch a fake a mile

away– Tell people who you are and why you are

responding

© 2009 .Com Marketing 15

Social Media How To

• Find out where the passions are…..join those groups – go where the conversation is, don’t try to start your own yet.

• Be a contributing member • Don’t take advantage of your status…no

hard selling, no shameless self promotion…be a real person…this is about community.

© 2009 .Com Marketing 16

Social Media Usage

Social Media Marketing

Why You Should Care

• It’s not just for kids– In 2008, 43% of the U.S. adult population

used online social networking at least once a month. That figure will rise to 49% in 2011.

19

Getting Started…

• Don’t start a social media project just because you feel like you have to …Think of a strategy that makes sense for you and your content

• Know your audience and know yourself

• Set realistic expectations, it takes time to do this well

Challenges

• It should not be done instead of proven fundamentals.

• It is not “free”

• It is difficult to monetize

Social Media is about

the relationships

http://www.flickr.com/photos/sarcastickiss/2612302754/

A Good Beginning

1. Linkedin Profile

2. Facebook presence

3. Set Up A Blog

4. Twitter account

5. Flickr account

6. You Tube account

• Free Options for starting a blog– Wordpress.com – Typepad– Blogger.com

• Implementing a blog– Write about content that speaks to your

audience. Use keywords– Submit to feedburner.com – Use a good SEO plugin– Add to many blog directories like Technorati– Make it easy for others to subscribe and

share

Blogs

Bill Marriot and CEO Blogs

• Mr. Marriott doesn’t type his posts, but he records them and they are transcribed

• The blog has received over 500K visits since January 2007, generated nearly $4 million in hotel sales.

And a couple of choice Mr. Marriott quotes:

• “I would recommend blogging to any CEO. It’s worth it.”

• “Whether we like it [social media] or not, we have to get on board.”

• “Stories are the things that people remember.”

Facebook

Facebook stats• 200,000,000 - active users• 100,000,000 - users who log on to

Facebook at least 1x each day• 170 - countries/territories that use

Facebook• 100 - friends the average user has

Business on Facebook

• Create a fan or group page:– Promote your content and interact with over 20

million people who visit the site each month– Send messages to “Fans” of your organization– Tools such as links in news feeds promote viral

growth• Invite People to Join• Post Interesting Content• Market your Fan page everywhere

Fan Page

Facebook• A Facebook Page is for your business

Facebook Ads

Search Questions

Book Marketing

Search Companies

Join Groups

Respond to Discussions

Twitter

http://thefuturebuzz.com/2009/01/12/social-media-web-20-internet-numbers-stats/

Paid $25k for one tweet

More than one-half of all Twitter users (53%) are women, and the majority are young. Among users who disclose their age, 66% are under 25, and another 15% are ages 25 to 29. http://www.emarketer.com/rticle.aspx?R=1007250

Twitter

• Real-time way to instant message groups of people who are following you

• Microblogging service, each “tweet” is only 140 characters

• There are over 2.5 million Twitter users• Go to search.twitter.com to find people talking about

what you’re talking about and reach out to them• To find out who’s talking about you, go to

tweetscan.com

Twitter

• Keep a consistant message• Use tools like wefollow.com• And tweetdeck and Hootsuite

Where is this major bank on Twitter???

Big Opportunity!

Profile/Twitter Handle

• Once you sign up you will get a home page/profile page.– http://twitter.com/hillarybressler– From your home/profile pages, you can find

others Twitter streams to follow and post your own messages.

• Your Twitter handle is how others know you on Twitter.– @hillarybressler– @commarketing

Your Domain Space1) Run an audit of where your brands are. 2) Prioritize the usernames. Sal's Ristorante but it's known as Sal's

Pizza, so salspizza (which is also easier to spell and type) would be the preferred name.

3) Use a site such as usernamecheck.com or knowem.com to enter see if your usernames are taken across scores of sites.

4) Prioritize sites. If you're at a total loss, use Compete or Quantcast's free tools to see how much traffic the sites get, and pick a threshold.

5) Fill in the minimal information required, post a link back to your homepage or the hub of your social marketing program, and adjust the privacy settings (where possible) so that's they're visible to the smallest audience.

6) Check where competitors are. 7) Don’t find opportunities to undermine competitors throughout this

process. Be one of the good guys. Try believing in karma.

David Berkowitz

Who to follow

• With Twitter, who you follow is everything • First figure out who is important to you:– People talking about your brand or industry– Prospects– Customers– Influencers– Experts

• Resources exist to help you find them

Finding people to follow

• Summize.com, Tweetscan.com – search Tweets for company/industry keywords

• Twellow.com, Socialbrandindex.com – Twitter business directories

Following the right way

• Don’t start following 1,000 people right away

• Follow those who follow you • Follow others in proportion to who is

following you

Southwest Airlines

• The social media team includes a team of 3 people.

• For example, when a traveler complained recently about Southwest's check-in process, he received a quick, public response from an airline employee saying,

"So sorry to hear it! What don't you like about the check-in process?

Did your flight get off okay?“

• "We monitor those channels because we know these conversations are taking place there, and we can either watch the conversations or take part in them," said Southwest spokeswoman Christi Day.

Tracking

• For External blogs and other Consumer Generated Media (CGM)

– Share of positioning

– Share of preferred types of conversations

– Share of desirable vs. undesirable

– Share of visibility

– Share of quotes

– Optimal content score

• For your controlled social media program– Traffic

– Repeat visits

– Engagement

How to Gather Feedback with Social Media

• Add a Survey to Your Website or Blog - WuFoo

• Add a Poll to Your Facebook Page- Involver

• Poll Your Twitter Followers – Polldaddy or Twtpoll

• Add A Poll to your LinkedIn Account-

• LinkedIn Answers

Tools you’ll need

1. A way to monitor your reputation: – Google News/Google blogs– Technorati, Sphere– NewsTrak, Cyberalert,

CustomScoop, e-Watch– RSS feeds– http://search.twitter.com

• Free Measure Tools– Google Analytics– Alexa– Google Alerts, Bloglines– Perspctv- Compare, analyze, monitor... Your

dashboard on anything.

• Paid Measurement Tools– Serph- social media search engine– Keotag- another social media search engine

Trends

• There has been a tremendous amount of buzz surrounding one of Google’s newest products, Google Wave.  Essentially, it is a real-time communication platform that combines aspects of email, wiki, chat, app platform, and more into one tool.  Some hail it as the replacement to email, while others believe it is too ambitious for its own good.

• Try Social Media!• It is a tactic, not a strategy.• Experiment!• Don’t forget about the proven online

tactics. • Don’t Play With All The Social Media Toys

How To Reach Me

1. bressler@commarketing.com ( email) 2. 407.774.4606 ext 203 ( office)3. 321.356.4769 (cell)4. @hillarybressler ( Twitter)5. Hillary Bressler ( LinkedIn)6. HillaryBressler ( Facebook)7. 400 N. Wymore Road, Winter Park (mail)8. 407.774.9959 ( fax)9. In person for lunch ;-)