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This presentation is social media 101 for professionals (veterinarians, dentists, chiropractors, lawyers) and small business. Includes a 10 step action plan to get going.
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Proven Social Media Action Plan for Professionals & Small Business Presenter: Doug Hay, CEO
Dead Simple Social Media Series
Presenter: Doug Hay
• Early adopter of Internet marketing & social media
• 30 year marketing veteran • Sought after speaker -
presented at local, regional and national conferences
• Lectured at two universities for the Sales & Marketing Executives program
Our Services For Small/Medium Biz
• Website design & programming • Social Media consulting,
implementation & training • Small business SEO – Search
Engine Optimization: Keywords, link building & content creation.
• Press release writing, optimization and reporting
• Blog set up, strategy, and training • Email programs• Online reputation management• Video production & marketing• Staff training
Ask for a complementary consultation
Free Consultation on Your Internet Action Plan
A $250 ValueEmail or Call Today!
Doug [email protected]
Direct: 250-756-0306Toll Free: 877-226-3823
Agenda
• Presentation• Q&A – write questions in Webinar questions
console. • They will be answered at the end of the
presentation.
To get a copy of the presentation email:
Dead Simple Social Media Series
• Social media overview• Blogging• Google+• Facebook• Twitter• Pinterest• LinkedIn• Using a Dashboard• Content Marketing
Social Media: Describes the online tools that people use to share content, profiles, opinions, insights, experiences, perspectives and media itself, thus facilitating conversations and interaction online between groups of people.
- Brian Solis, author
Image credit: www.technoligence.com/
Inbound Marketing
Visible website
Blogging
Educational articles
Social mediaVideo
Optimized press
releases
Newsletters
Photo credit: http://campcreative.net
People expect to access information anywhere, anytime, and on any device. —John Chambers, CEO of Cisco Systems, Inc.
You can buy attention (advertising). You can beg for attention from the media (PR). You can bug people one at a time to get attention (sales). Or you can earn attention by creating something interesting and valuable and then publishing it online for free.” –David Meerman Scott, Best-Selling Author & Speaker
The Social Web is Coming
“We are moving away from a Web that connects documents together to a Web that connects people together...We are now seeing the things we have done socially for thousands of years move online.
“The emergence of the social Web is simply the our online world catching up with our offline world...The social Web will grow, become mainstream, and eventually simply be known as the Web.”
- Paul Adams, author of "Grouped" and a former Googler now working at Facebook:
“In case you didn't get the memo, the sky is falling on the advertising agency business. Why? Because many of things we've been doing for clients just don't work anymore. Fault the consumer. The consumer doesn't want to be interrupted with messages. “They're not listening; not reading; not watching. It's no longer about what you say about your client; it's about what the consumer says about your client that counts. Sadly, the advertising world as we knew it -- as we grew up in it, as we aspired to be part of it, is no longer the same advertising world.” - Joel Cohen, AmericanAdAgencies.com
- Teana McDonald, founder of My Little Diva Accessories, as quoted by The Miami Herald
“People buy from people they like”
Almost 90% cite the use of Facebook and 70% the use of Twitter as a primary source of news and information when following, sharing or posting – more than twice that of the Wall Street Journal and significantly more than CNN.- 2012 Social Media News Survey conducted by TEKGROUP
Prospect
Advertising
Cold Calling
Bulk mail
Old Marketing
Brand
Brand
Brand
New Marketing
Brand
Brand
Brand
Brand
Brand
Brand
Online Marketing for Professional Services Firms
Results demonstrate that firms embracing online marketing grow faster:
• Firms generating 40% or more of their leads online grow 4X faster than those with no online leads
• High growth firms obtain 63% of leads online while average firms obtain 12%
• Greater engagement with online tools is associated with faster growth
Using online marketing also increases firm profitability:
• The greater a firm’s online lead generation, the greater its total profitability
• Firms generating 60% or more of their leads online are 2X more profitable than those generating less than 20% of their leads online
- Hinge Study 2011
Search engines and directories
Publisher creates the RSS file and places it online
Internet end-users
Other sites and systems
Search engines and directories
Content consumers subscribe to the feed and retrieve its content whenever they want
Publisher creates the RSS file and places it online
Internet end-users
Other sites and systems
Search engines and directories
Content consumers subscribe to the feed and retrieve its content whenever they want
Publisher creates the RSS file and places it online
Internet end-users
Other sites and systems
Search engines and directories
Content consumers subscribe to the feed and retrieve its content whenever they want
Publisher creates the RSS file and places it online
Other sites and systemsSearch engines and directories
Content consumers subscribe to the feed and retrieve its content
whenever they want
Source: Pew – August 2011
One word to describe experiences using social networking sites
Conversion
10 Action Steps
1. Homework
What Are They Saying?
• What are they saying?
• Who are the influencers?
Conversations
Analyze the conversations
2. Strategy
Social Media Strategy
1. Research and listening2. Create a content strategy 3. Choose tools & create content
4. Engage5. Measure
Deploy tools that will be beneficial to your business vs. “be everywhere” strategy.
What Do You Want To Achieve?
• Set goals • What
audiences/verticals should you be communicating with?
• Set up metrics to track the results
• 80% of female Internet users said
they had become a fan of a product or brand on a social
network.
• 72% had learned about a new product or brand, or joined a
group around one.
SheSpeaks “Annual Social Media Study 2009”,
• Get new business
• Increase brand awareness
• Make the business more human
• Enhance current relations with customers
• Get testimonials from customers
• Maintain more control over social media
efforts
• Solve problems and answer questions
• Become a source of interesting news
• Develop thought leadership
Possible Goals
Social Media Tools
• Optimized press releases & articles
• Blogs• Micro blogging (Twitter)• Podcasts • Videocasts• RSS (really simple
syndication) • Social Media Sites
IntegratedMarketingStrategy
SocialMedia
Blog
OfflineMarketing
WebSite
3. Optimized Site
• Your site itself must be optimized– Key word research and strategy– Write new content around key words– Design, programming, etc per a strategy
and key words• Link building with new editorial content which
Google places heavy emphasis on
Search Engine Optimization (SEO)
4. Create Content
Content marketing is the creation and publishing of quality, meaningful and distinctive content for the purpose of generating discussion, growing a following and developing a social presence now expected by the search engines.
“Content marketing is
the ONLY marketing left”. – Seth
Godin, Best selling Author
• 73% of consumers prefer to get information from a company in the form of a collection of articles over an advertisement
• 61% of consumers feel better about a company that delivers custom content AND are in turn more likely to buy from that company.
- Study by Custom Content Council
Content Marketing
We’re all publishers
• Blog posts • Optimized press
releases• Articles in news
feeds• White papers• e-books• Podcasts• Video
Content creation
Online Press Releases
Video
Every minute users upload 20 hours of video.Streams 100 million videos daily. #2 Search
Engine.
Webinars
You’ve Got Mail!
5. Blog
Image credit: www.small-biz-ideas.net/
Search Engines
• Content is king • Search engines
will crawl your website more often if you have a blog which is updated regularly
Create Great Content by Blogging
Source: Data from over 1,500 small businesses - http://bit.ly/XDkQV
Blogging Generates Leads
6. Facebook
The Social Media Data Stacks
75
In measuring time spent per user, Nielsen
data shows that for the second straight
month, Facebook dominated U.S. web
brands in average monthly time during
August 2011. The average Facebook user
spent seven hours, 46 minutes on the site.
AOL Media Network, averaged two hours,
52 minutes and 52 seconds. YouTube also
ranked in the top 10 with an average of one
hour, 41 minutes of user time for the
month.
The Facebook User: 5 More Hours on Site
Top 10 Web Brands by Time SpentTime per viewer, hh:mm, per month, August 2011
Source: The Nielsen Company
Amazon
Microsoft
Apple
Wikipedia
YouTube
MSN/Windows Live/Bing
Yahoo
AOL Media
0:31
0:45
1:06
1:18
1:41
1:44
1:48
2:12
2:53
7:46
Facebook Growth
• 900+ Million Users• The 35+
demographic now represents more than 30% of the entire user base.
• The 55+ audience growing.
The Social Media Data Stacks
77
Edison Research and Arbitron
found that 80% of US social
network users preferred to connect
with brands through Facebook.
This dwarfs all other social media
networks, with Twitter in a tie with
“Don’t Know” for a very distant
second place, at 6% of users.
8 in 10 Connect to Brands on Facebook
Preferred Social Network for Brand Connection% of social network users, May 2011
Source: Edison Research and Arbitron
80%6%
3% 5%
6%
Other
Don't know
The Social Media Data Stacks
78
Rise and Fall; Facebook’s Steady Climb
Top Social Networking Sites and ForumsBy US market share of visits (%), 2008-2011
Source: Experian Hitwise
Feb
'08
April
'08
June
'08
Aug
'08
Oct '0
8
Dec '0
8
Feb
'09
April
'09
June
'09
Aug
'09
Oct '0
9
Dec '0
9
Feb
'10
April
'10
June
'10
Aug
'10
Oct '1
0
Dec '1
0
Feb
'11
April
'11
June
'11
Aug
'11
0%
10%
20%
30%
40%
50%
60%
70%
Facebook YouTube MySpace
Yahoo! Answers Twitter Linkedin
Experian Hitwise tracks the top 10 social networking sites each
month. This chart compiles the monthly data since 2008, but
excludes a number of sites that have appeared in the top 10, but
dropped off.
7. Twitter
Twitter Opportunity
• 190 Million users • Posting 65 million
tweets per day • 20 billionth post
made over the weekend
- Twitter COO Dick Costolo
8. Google+ is now a Player
• Growing quickly
• Participation will improve your search results
The Social Media Data Stacks
82
Enter Google. Google+ emerged as a player in the Social
Network and Forums category in late September, Experian
Hitwise reported, a day after the site went from “invitation-
only” to "open access" and became available to everyone.
Opening access created a massive spike in market share
of visits for the site, with a 1269% growth from the week
ending September 17 to the week of September 24. The
site also received nearly 15 million total US visits last week.
In just one week, Google+ went from ranking as 54th most
visited site in the Social Networking and Forums category
to 8th place.
Google+ Jumps to 8th, 1269% Spike
Top Social Networking Sites and ForumsU.S. market share of visits, Week ending September 24, 2011
Source: Experian Hitwise
YouTube
Yahoo! Answers
Tagged
MySpace
Google+
myYearbook
iVillage
64.9%
19.6%
1.2%
1.0%
0.7%
0.7%
0.6%
0.5%
0.4%
0.4%
The Social Media Data Stacks
83
The highest share of visits to Google+
in its first month came from those
between the ages of 25-34 and those
between 18 and 34, who were more
likely than the overall online population
to visit. The audience to Google+ tends
to be more affluent, over-indexing for
those earning a household income of
$60k and over, particularly $150k and
up, according to analysis from Experian
Hitwise.
Google+ Audience Tends to be Affluent
Google+ Site Visitor Statistics, Four weeks ending July 16% of visitors to Google+ compared to Experian "online population" data, July 2011
Source: Experian Hitwise
18.2%
38.4%
18.6%
12.7% 12.2%
18.3%
26.9% 27.7%
14.9%12.3%
9. Engage
The Social Media Data Stacks
85
NM Incite found that social network
users see the platforms as a useful
shopping and research tool, and
participate with the
desire to view and contribute to reviews
of products and services
. 68% of social media users (71% of
parents and 64% of non-parents) go to
social networking sites to read product
reviews and more than half use these
sites to provide product feedback, both
positive and negative.
Getting coupons is also popular, with
58% overall usage (64% of parents and
56% of non-parents).
SocNet Users Want Deals, Discussion
Social Media Use for Products/Services Information% of respondents, October 2011
Source: NM Incite
Read consumer feedback
Learn about products
Get coupons/promos
Give positive feedback
Give negative feedback
71%
64%
64%
59%
57%
64%
59%
56%
52%
49%
Non-parents Parents
Image credit: http://www.gapingvoid.com
Image credit: http://thewritesolution.files.wordpress.com/
Ask not what your
following can do for you,
ask what you can do for
your following.
10. Measure
Social Media is for Leads and Sales
Source: State of Inbound Marketing Report - http://bit.ly/aewfHr
Social Media Marketing… Givers Get
Takeaways
Have a strategy around your keywords
Do your homework
Create interesting content & publish
Engage not just publish
Pick your social media tools
Cross promote on social sites, email, etc
Free Consultation on Your Internet Action Plan
A $250 ValueEmail or Call Today!
Doug [email protected]
Direct: 250-756-0306Toll Free: 877-226-3823
Free Initial Consultation
Doug [email protected]
Direct: 250-756-0306877-226-3823
Website: www.doughayassoc.comTwitter: www.twitter.com/doughayFacebook: http://www.facebook.com/doug.hayLinkedIn: www.linkedin.com/in/doughay
Copyright Notice All materials contained in these presentations
are protected by Canadian and United States copyright law and may not be reproduced, distributed, transmitted, displayed, published or broadcast without the prior written permission of Doug Hay.
The names of actual companies, products or images mentioned herein may be the copyright or trademarks of their respective owners.
