Rethink Social Media for 2014c.ymcdn.com/.../rethink_social_media_for_201.pdf · · 2013-11-06website on the Internet! ... Rethink Social Media for 2014 Capture Leads: Lead Generation

Rethink Social Media

For 2014

Kathi Kruse Kruse Control Inc @kathikruse

Kathi Kruse krusecontrolinc.com

@kathikruse

What, Why & How


for 2014


@kathikruse

• Targeted Marketing • Digital Relationship Building • Self-Published Content


for 2014


@kathikruse

Where Do I Start?


for 2014


@kathikruse


for 2014

New Marketing Framework


@kathikruse

Is your marketing & advertising broad enough and optimized enough to engage

at each customer consideration stage?


for 2014


@kathikruse

Be Where Your Customers Are


for 2014


@kathikruse

The most frequently checked website on the Internet!

•  852 million daily logins •  25% log in five times a day •  3.2 Billion Likes & Comments

everyday!


for 2014


@kathikruse

Top Reasons People Like Your Page

•  Already a fan in real life & want to show their affiliation

•  Exclusive deals & discounts

•  Their friends like your page

•  Your Content is engaging & highly sharable


for 2014


@kathikruse

7 Next-Level Best Practices


for 2014


@kathikruse

1. Clear Objectives


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@kathikruse

Social Media ROI


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@kathikruse

Examples of Objectives

•  Grow 500 Likes by Nov 30th •  Increase Engagement by 10%+ •  Increase Reach by 25,000 •  Generate 30+ Leads/Month


for 2014


@kathikruse

2. Great Design

It’s the People,

People.


for 2014


@kathikruse

What NOT to Do


for 2014


@kathikruse

What makes your Cover design work?

•  Visual Representation of your Dealership

•  It’s the People, People •  Text Limits are History! (CTA) •  Must be Business Page •  Convert Now if Personal Page


for 2014


@kathikruse

3. Solid Content Strategy (What you’re going to post on your page)


for 2014


@kathikruse


for 2014


@kathikruse


for 2014

Define Your Dealership’s

Brand

•  Who Are We? (Start with Why)

•  Who is Our CUSTOMER?

•  What are Our GOALS?


@kathikruse


for 2014

Solid Foundation

What is Content

Strategy?

“Your mindset, culture & approach to delivering your customer’s information needs in all the places they’re searching for it, across each stage of the buying process.”


@kathikruse


for 2014

“See” Customer

“Think” Customer

“Do” Customer


@kathikruse


for 2014

The Right Mix

70% Personality 20% Brand 10% Products/Services


@kathikruse


for 2014

Schedule Content: Editorial Calendar


@kathikruse


for 2014

4. Promotion Strategy (How you’re going to continually increase

your fan base)


@kathikruse


for 2014

5 Tips to Grow Likes:

1.  Create posts that inspire people to share. 2.  Advertise on Facebook 3.  Offer exclusive deals for Liking page 4.  Add Facebook Social Plugin to Website 5.  Install signs throughout the store


@kathikruse


for 2014

Value of Facebook Ads:

1.  Target your ideal customer 2.  Most effective at growing Likes. 3.  Inexpensive 4.  Uncover new “Raving Fans” 5.  Drive new leads 6.  Drive website conversions


@kathikruse


for 2014

Facebook Ad Options

•  Marketplace Ads •  Promoted Posts •  Sponsored Stories •  Facebook Offers •  Power Editor •  Custom Audiences •  FBX Retargeting


@kathikruse


for 2014

5. Engagement Strategy (How you’ll respond to fans & build community)


@kathikruse


for 2014

Every Sale Starts with a Conversation

Someone Inside the Dealership to: Listen ! Ask Questions ! Support

Build Relationships ! Foster Leads & Sales


@kathikruse


for 2014

Digital Marketing Manager

Skills Assessment ! Training Respond to Leads: Organic & Paid


@kathikruse


for 2014

Key: Staff Participation


@kathikruse


for 2014

6. Conversion Strategy (How you’ll turn your fans into customers)


@kathikruse


for 2014

Organic Leads


@kathikruse


for 2014

Paid Leads using Custom Tabs


@kathikruse


for 2014

Capture Leads:

Lead Generation Landing Page


@kathikruse


for 2014

Convert “See” & “Think” Customer with Content

“See” “Think”

•  Relevant •  Useful •  Entertaining •  Teach, Don’t Sell


@kathikruse


for 2014

Convert “Do” Customers with Facebook Ads, Custom Tabs & Landing Pages “DO”

•  Product Landing Pages •  Coupons/Customer Loyalty •  Service Appointments •  Event Registrations


@kathikruse


for 2014

7. Measure & Analyze (How you’ll establish ROI)


@kathikruse


for 2014

Return on Investment (ROI)

Measurement is about more than just results. It must tie back to your objectives.


@kathikruse


for 2014

Objectives Met?

•  Grow 500 Likes by Nov 30th •  Increase Engagement by 10%+ •  Increase Reach by 25,000 •  Generate 30+ Leads/Month


@kathikruse


for 2014

Information is Power


@kathikruse


for 2014

How does your Facebook Page measure up?

Facebook Page Self-Assessment

Worksheet


@kathikruse


for 2014

7 Next-Level Best Practices

1.  Clear Objectives 2.  Great Design 3.  Solid Content Strategy 4.  Promotion Strategy 5.  Engagement Strategy 6.  Conversion $trategy 7.  Measure & Analyze


@kathikruse


for 2014


@kathikruse


for 2014

Who Do You Want to Reach?


@kathikruse


for 2014

Top Factoids You Didn’t Know About Twitter

•  11 Twitter accounts created every second

•  There are approximately 40 million unique US users who visit Twitter every month.

•  15% of online adults use Twitter and 8% do so on a typical day.

•  67% of Twitter users are more likely to buy from a brand they follow.


@kathikruse


for 2014

What Twitter IS: •  Conversational •  Person to Person •  Impactful


@kathikruse


for 2014

What Twitter is NOT:

•  Facebook •  Broadcasting Tool

#Fail


@kathikruse


for 2014

Build Credibility & Trust

•  Get Followers •  Keep Followers


@kathikruse


for 2014

7 Best Practices of Twitter Marketing


@kathikruse


for 2014

#1: Clear Objectives


@kathikruse


for 2014

#2: Great Design


@kathikruse


for 2014

#3: Language & Etiquette

•  @ mentions •  # hashtags •  RT (ReTweets) •  140 characters •  Shortened URLs •  Appreciation


@kathikruse


for 2014

Know the #Fail #Fail

•  Only Tweeting a URL •  Longer than 140 characters •  Talking about Yourself (the store) •  Facebook ->Twitter & vice versa •  Asking questions to “everyone” •  Not conversing (mentioning) •  Using Spam words like “win” & “free” •  Lack of conversation •  Auto Responders •  Only # of followers matters


@kathikruse


for 2014

#Fail


@kathikruse


for 2014

#4: Grow Your Followers


@kathikruse


for 2014

#5: Solid Content Strategy

Define Who You Want to Reach


@kathikruse


for 2014 Before you click send, ask yourself:

“Would I follow this brand solely based on this one tweet?”


@kathikruse


for 2014

Your Dealership Blog


@kathikruse


for 2014

#6: Social Customer Service

•  47% of Social Media users have sought customer service via Social channel

•  71% of those who receive positive Social care are likely to recommend your brand to others

•  Only 19% of those who don’t get any response are likely to recommend that brand.


@kathikruse


for 2014

Jessica Northey #CMChat Founder 425,000 Twitter Followers 1.1 million Google+


@kathikruse


for 2014


@kathikruse


for 2014

#7: Capture Leads & Sales

Hootsuite Geo-Search

Monitor for “Intent”


@kathikruse


for 2014

“See” Customer


“Do” Customer


@kathikruse


for 2014

Convert “See” & “Think” Customer with Content

“See” “Think” •  Start with Why

•  Relevant •  Useful •  Entertaining •  Teach, Don’t Sell


@kathikruse


for 2014

Convert “Do” Customers with Twitter Ads & Landing Pages “DO”


@kathikruse


for 2014

7 Best Practices of Twitter Marketing

1.  Clear Objectives 2.  Great Design 3.  Language & Etiquette 4.  Grow Your Followers 5.  Solid Content Strategy 6.  Social Customer Service 7.  Generate Leads & Sales


@kathikruse


for 2014


Every Sale Starts With a Conversation


@kathikruse


for 2014


@kathikruse


for 2014

“People Don’t Buy What You Do.

They Buy Why You Do it.”


@kathikruse


for 2014

Why Blog?

• Likable Expert • Engagement • Influence • SEO (Visibility) • Staff Participation • Generate Leads


@kathikruse


for 2014

Google Knowledge Graph •  Next Generation of Search •  Knowledge (not just information) •  Contextual Meanings in Big Data


@kathikruse


for 2014

Local Search & Online Ratings


@kathikruse


for 2014

Best Blogging Platform: Wordpress


@kathikruse


for 2014

Characteristics of Successful Blog

•  Bio/About Page •  Catchy Headlines •  250 to 500+ Words •  High-Quality Optimized Content •  Frequent Updates •  Relevant Image/Videos •  Staff Participation •  Comments •  Contact Form


@kathikruse


for 2014

What Do We Write About?

•  Solve a Problem •  Customer FAQs •  Spotlight Local Happenings •  Employee Milestones •  Legacy Stories •  Dealership Causes •  Video Blog •  Customer Reviews •  Inventory


@kathikruse


for 2014

Winning Blog Post Headlines

•  Top 10 Anythings •  How To’s of Any Kind •  Common Mistakes That Cost You Big •  Signs and Symptoms •  Factors You Must Consider Before •  Beware! •  The Beginners Guide to… •  Quick and Easy •  The Secret to… •  10 Most Anythings •  The #1 Reason…


@kathikruse


for 2014

Once Your Post is Written •  SEO/Keyword Integration •  Syndicate on Social Media •  Social Bookmarking •  Seek out & Comment on Other

Blogs •  Share Your Post with Target

Customers •  Email RSS Feed & Newsletters


@kathikruse


for 2014


@kathikruse


for 2014


@kathikruse


for 2014

Why Buy Here


@kathikruse


for 2014

“If a potential customer has read 30+ pieces of your OWN content, you have an 80% better chance of closing the sale.”

Marcus Sheridan TheSalesLion.com Riverpoolsandspas.com


@kathikruse


for 2014

“See” Customer


“Do” Customer


@kathikruse


for 2014


Work Smarter, Not Harder


@kathikruse


for 2014

Key: Staff Participation


@kathikruse


for 2014

MAKE !CONTENT !

MARKETING !YOUR !

CULTURE!


@kathikruse

Be Where Your Customers Are!


for 2014


@kathikruse


for 2014

Resistance •  I’m too busy •  I’m too old •  It’s too late •  I don’t like Facebook •  I don’t know where to start •  It’s too expensive •  _____fill in the blank_______


@kathikruse


for 2014


@kathikruse


for 2014

“People Don’t Buy What You Do.

They Buy Why You Do it.”


@kathikruse


for 2014

What’s Your ONE Thing?


for 2014

Kathi Kruse Social Media Marketing,

Coaching & Training krusecontrolinc.com

[email protected] 714.251.6440

Facebook: kathikruse Twitter: @kathikruse

LinkedIn: krusecontrol

Thank You! Q & A


@kathikruse


for 2014

Documents

Rethink Social Media for 2014c.ymcdn.com/.../rethink_social_media_for_201.pdf · · 2013-11-06website on the Internet! ... Rethink Social Media for 2014 Capture Leads: Lead Generation