A look inside with Jennifer Gray (MDNA’s NEWMarketing Manager) Social Media 101
Top 7 social media platforms • 3 platforms you need to be utilizing • Do’s & Don’ts 1, 2, 3 • 4 easy tips for effective content sharing • Companies doing social right Let’s get under the covers
social media Isn’t for me! “CEOs who shun social media risk losing touch with some of their most lucrative customers, prospects and influencers.” says Josh James, founder and CEO of Domo in an article on Forbes.
SOCIAL Media is for Everyone! “All CEOs should be using social media to connect with customers.” An IBM study of more than 1,000 global executives said that within the next five years, the percentage of global CEOs on social media will go from 26 percent to more than 57 percent. The reason is that business owners who can connect with suppliers, customers, and employees more efficiently are going to be better and more agile in the marketplace.” says Peter Roesler in an article from The Jacksonville Business Journal
social media Benefits Research Says… Meghan Ennes, Harvard Business Review (conducted survey above) Jason Demers writes in Forbes Magazine, “The benefits of social media are many, but they include: Improved social signals (which are a factor in the search ranking algorithm).Company branding, Improved brand awareness, Word-of-mouth advertising, Increased customer loyalty and trust, Improved audience reach and influence. Social media is also one of the three pillars of SEO.”
http://socialmediatrics.files.wordpress.com/2013/10/c4d_infographic-content_and_social_sharing.pnghttp://socialmediatrics.files.wordpress.com/2013/10/c4d_infographic-content_and_social_sharing.png social media Matters
TOP7social Platforms Who should use it:Everyone! –Even your Grandma 900million - Estimated Unique Monthly Visitors Who should use it:Everyone! – From individuals to the largest multinational corporations 310million- Estimated Unique Monthly Visitors Who should use it:Businesses (especially B2B service providers), Recruiters and Job-Seekers 250million- Estimated Unique Monthly Visitors Who should use it:Fashion, food, design, travel and anything DIY; audience skews female by 4:1 150million- Estimated Unique Monthly Visitors Who should use it:Brands already on the other major social networks, B2B networking, bloggers 120million - Estimated Unique Monthly Visitors Who should use it:Everyone. It can be used as tool with social media platforms. It’s a social network that has a blogging platform, and is a great way to share content. 110million- Estimated Unique Monthly Visitors Who should use it:Lifestyle, food, fashion, personalities and luxury brands 85million- Estimated Unique Monthly Visitors DATA From- eBizMBA Rank which is a constantly updated average of each website's Alexa Global Traffic Rank, and U.S. Traffic Rank from both Compete and Quantcast.
Do’s & Don’ts 1,2,3 Social Media is not an extension of your Sales Department. “Overtly trying to sell a product or service will quickly damage a social media reputation” -Joshua Leatherman, Social Media Today. “It is a vehicle that appeals to people’s deep, God-given desire to connect. It works when there is trust. When it becomes just another form of spam (violating people’s trust), it fails to be effective. If you want to build a social media platform, one where people listen to you, then you have to be a giver not a taker.”
Do’s & Don’ts 1,2,3 According to social media innovator,Michael Hyatt, (author of Platform: Get Noticed in a Noisy World a New York Times, Wall Street Journal, and USA Today bestseller, and recently named as Forbes magazine Top 10 Online Marketing Experts To Follow In 2014.) on using Facebook & Twitter it’s relational, not transactional. Michael practices the 20 to 1 rule. 20 to 1 Michael says the 20 to 1 rule “represents a ratio and means that you have to make 20 relational deposits for every marketing withdrawal.” He says “that if you just keep asking people to do something—buy your book, come to our conference, sign up for our cause—without making adequate deposits, they will begin ignoring you. Eventually, they will unfollow you and disconnect from your updates.”
Do’s & Don’ts 1,2,3 "People don't want to be marketed at in the social channel. This is where they want to talk to each other, and brands are there by invitation. They have to be a great guest at the table--otherwise they are going to be uninvited.“-Fielding Veronica Fielding, president of Plainsboro, New Jersey-based digital marketing agency Digital Brand Expressions, Calls it a "neutral network kind of approach.“ “Brands often are too eager to inject themselves into conversations about their product. Despite a brand’s best efforts, most consumers are not going to identify with or trust a brand the way they would a friend.” -Piskorski Mikołaj Jan Piskorski, a Harvard Business School professor and author of the book A Social Strategy: How We Profit from Social Media.
“Define your core audience and identify your area of expertise. Do not try to be all things to all people.” Writes Joshua Leatherman, Social Media Today Do’s & Don’ts 1,2,3 2. Create a social media strategy and set goals “An organization should focus on engagement and not on numbers. The numbers will follow but should not be used as a performance indicator. There is significantly more value in having a smaller network of followers who engage on a regular basis than to have a large network of followers who view your page once and are done.”Writes Joshua Leatherman, Social Media Today
tIP Recruit your employees and build a dedicated social media team. Get your team to help you execute the social media plan you have written out, make sure they know the goals. Social Media Team LinkedIn advises you to include your employees! LinkedIn reports that “Employees are 70% more likely to take action on your update and spread your message to their networks by liking, sharing, or commenting on your posts.”
Do’s & Don’ts 1,2,3 3. Focus on Content: “There’s a lot of talk about the importance of strong content for a successful social media strategy. High-quality content should advance your target audience; it should provide relevant information on pressing topics, thoughtful advice, new angles on an ongoing discussion.” Writes Dr. Susanna Gebauer (Expert for Regulation within the industry Energy and Utilities and for Online Marketing within the industry Technology & Internet)
Research Says… • The Value of Online Content • 88% of respondents believe that online content has played a major to moderate role in their vendor selection. • 54% say that it keeps them current on new technologies. • 38% say that it provides strategic insights and shapes purchase specifications. • 37% believe that it educates them about issues, problems, and challenges in their industry. • Most Valued Content Types • The top five content types most valued by respondents are the following: • Research reports and studies (65% value). • Technical spec sheets and data sheets (50%). • Analyst intelligence and insight (46%). • Whitepapers (35%). • Articles on trade publishing sites (30%). • How They Find Content • 68% of respondents start their vendor-related content sourcing with search engines and portals. • 40% go to vendor websites. • 25% turn to trusted sources or peers. “What we see, time and time again, is that there is a fundamental truth about content: The more the content speaks to your target market, the greater the level of response.” Robert Alvin, CEO and Chairman of NetLine Corporation—the world leader in business content syndication. About the research:The reportwas based on data from an online survey of 352 B2B buyers, influencers, and researchers conducted in January 2014. Representation across company size included 23% from companies with revenues of more than $1 billion; 10% with revenues between $501 million and $1 billion; 32% between $50 million and $500 million; and 36% with revenues less than $50 million. Read more: http://www.marketingprofs.com/charts/2014/24769/how-b2b-buyers-consume-vendor-content#ixzz2xYJU6Cra
4 easy tips for effective Content • Proper Timing • Attractiveness • Giving Valuable Content • Engagement “There is a certain amount of unpredictability and luck in social media. A piece of content might pass unnoticed one day, while it goes viral a week later. Yet despite the unpredictable nature of social media, there are ingredients that can lead your content to the throne.” Dr. Susanna Gebauer (Expert for Regulation within the industry Energy and Utilities and for Online Marketing within the industry Technology & Internet)
tIP #1 Proper Timing LinkedIn’sbusiest hours are morning and midday, Monday through Friday. People often use Facebookin peak down-times such as: lunch hours and afternoon lulls, evenings, and weekends. Thursdays & Fridays are key days! Twitterengagement increases during commutes, breaks from work, and when they go home for the evening.
tIP #2 Attractiveness Use images often. “Content should be pleasant to look at and easy to consume. The same goes for the physical layout of written content. Articles should be easy to read, nicely structured and aesthetically pleasing.” - Dr. Susanna Gebauer According to digital marketing blog Kissmetrics, photos attract 53 percent more “Likes,” 104 percent more comments and 84 percent more click-throughs.
tIP #3 Give Valuable Content Try sharing something you learned on the job with your readers. Maybe you can help them avoid a costly mistake or even a serious hazard. Create how-to lists and lessons to establish yourself as an expert on a particular topic Give your perspective on pressing industry news Provide links to share a description of tips you have encountered from another thought leader or trusted source; communicate the reason why this information is valuable and give credit to your source Share your success stories in ways that help bring light to relevant business topics
tIP #4 Engagement Try using call to action phrases: Visit, Click, (“please RT”), Share, Post, Like, Watch, Tell Us or ask a question. Action words motivate fans to engage. Even using a link will encourage engagement. “We want our readers to do something with what we share – you will want them to act and continue the viral spread of your content.”- Leatherman
My post… Do you think I should be worried that I'm being obsessive when: My boss gives me a pack of Nerds, I start eating them and then immediately stop to research the ingredients online which forces me to throw them out?
My post… Hey Friends-I need some assistance.. I designed 2 magnets as a promotional piece for a trade show in Germany and I cannot decide which one is more effective. Which one do you like best?
https://www.facebook.com/GE B2B Social ROCKSTARS
https://www.facebook.com/corningincorporated http://www.youtube.com/watch?v=6Cf7IL_eZ38 B2B Social ROCKSTARS
https://www.facebook.com/pages/Weld-Plus-Inc-Welding-Machinery-and-Equipment/233020991777https://www.facebook.com/pages/Weld-Plus-Inc-Welding-Machinery-and-Equipment/233020991777 B2B Social ROCKSTARS
Can you repeat that? Social Media is for everyone! Facebook, LinkedIn & Twitter; the top 3 just for you! Social Media Benefits:Company branding, Word-of-mouth advertising, Increased customer loyalty and trust, Improved audience reach and influence, Better SEO, Lead generation, and Reach B2B buyers during research phase. Do’s & Don’ts 1,2,3: Social Media is not an extension of your Sales Department Create a social media strategy & set goals Focus on Content 4 Easy, Effective Tips for Content Sharing: Proper timing Attractive Give valuable content Engagement
Contact me Jennifer Gray Email: email@example.com Office: 800.872.7807 Machinery Dealers National Association | MDNA315 S. Patrick Street | Alexandria, Virginia 22314 USA www.mdna.org