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Social Media Is Good For Business
Lori Aitkenhead Justin Williams
@Lori_SMC @JustinSMV
Agenda
1) How do you use social media for biz?
2) How do you create a social media marketing strategy?
How Do You Use Social Media for
Biz?
It Starts With Relationships
Build Organic Relationships
Develop Brand Awareness
• Demonstrate and embody your brand’s vision
Convert Relationships to Revenue
• Leverage the relationships you build to create loyal patrons
Manage Brand Image
• Listen to your audience
• Address their needs
• Crisis management
Relationship Building
• 80/20 Marketing
• Building Authority & Presence
• Connect & Engage
Building Authority & Presence
Gain Trust
Connect & Engage
Without Engagement, Don’t Bother Using Social Media
Build Brand Awareness
As you build relationships,
you build brand awareness.
Brand Awareness
• When a need arises, they think of YOU first.
• Constant engagement will make a person remember you.
How does social media do it differently than traditional media?
Relationships to Revenue
Once you have brand awareness,
how do you get tangible leads?
Relationships to Revenue
Social Networks
Blog
Call To Action
Landing Page
LEAD
Call to Action
Example of Landing Page
Click Here
Effective Calls To Action
Calls to Action With Valuable Content
• Offer valuable content to get valuable information.
• Valuable enough to overcome the anxiety of giving contact info.
Call To Action Valuable Content
Get your exclusive online deal! Coupon
Learn how to blog for business! Webinar
Download our free guideto home staging!
Brochure, eBook,article, etc.
Which software is rightfor your business?
Product demo or quiz
Grade your website with our free tool!
Widget or application
What are the leading indicators of heart disease?
Whitepaper
Effective Landing Pages
• Limited navigation
• No other calls to action
• No distractions
• “Above the fold”
• Limit number of fields
Brand Management• Listen
• Respond
• Create a daily plan
•c
LISTEN!
LISTEN! • Brand is developed by what others say about you, not what
you say about you.
Listen!
Managing Negative Feedback
What not to do:
• Don’t be afraid
• Don’t ignore
• Don’t delete
What to do:
• Respond with a solution immediately in the forum for all to see.
Create a Plan
Brogan, 2009
Research
• Stay updated on the latest in social media
– Read at least 2 articles a day
• 1 on your industry – info to share with your community
• 1 on social media
• Learn from professionals regularly
– Attend one free webinar each week
• Hubspot.com
• Watch for announcements on Twitter
Auto Tweeting
• Everything is good…in moderation!
• Over-using means:
– No engagement
– No relationship building
Integrate Traditional and Social Media
Why Integrate?
• To train your audience
• Repetition of message
• Achieve more bang for your buck
It’s Just Like, It’s Just Like
Seriously?
Ways to Integrate
• Direct mail
• Internal signage
• TV spots
• Email newsletters
• In your radio spots
• On your website
• Live Events
– Eventbrite
– Hashtags during and after live events
– Slideshare
Creating a Social Media
Campaign
Identify Measurable Objectives
• Make conceptual into measurable
– “Get more leads” or “make more money” is not a measurable goal. It’s the product of reaching your goals.
• Measurable:
– Increase call to action clicks by 30% over the next 12 months.
– Use tools such as Google Analytics, Quantcast.com. bit.ly to measure
Identify Target Audience
• Who is your ideal client/customer?
• Don’t know?
– Who uses your product/service most often?
– What types of people have you been unsuccessful targeting?
Research Target Audience
- Demographics
- Geographics
- Attitudes
- Lifestyle
Research Sources
• FREE
– LISTEN to people in forums!
– Emarketer.com
• Paid:
– Mintel
– MarketingProfs
– Nielsen
Example Target:Green Consumers in Hampton Roads
• What motivates young green consumers?
– Material/status symbols
• Message: Where to shop or latest cool products.
• What motivates middle-aged green consumers?
– Green actions: Recycling, volunteering, building materials, etc
• Message: Actionable tips
Remember
• Engage, Engage, Engage!
• Listen!
• Blogs are key
• 80/20
• No hard sell
• Valuable content
• Don’t be afraid
• Integrate
• Largest investment is time
• Need trustworthy person who knows and cares about your brand
Walkin’ the Walk
www.socialroads.wordpress.com
Log: the industry wirePass: s m a t b(no spaces)
Justin Williams
@JustinSMVwww.justifiedlions.com
#SMATB
