Presented by Selling with SOCIAL MEDIA Ralph J. Davila, APR@rjdavila
What We’ll Cover Today • What is Social Media? • What are the Main Social Networks in Use? • What’s your Social Media Sales Strategy? • How can I Sell with Social Media? • How do I Measure the Results?
Part I WHAT IS SOCIAL MEDIA?
Question… • How would you define social media in your own words?
A Definition of Social Media • According to Brian Solis, Social Media is: “The DEMOCRATIZATION OF INFORMATION, transforming people from content readers into PUBLISHERS. It is the shift from a broadcast mechanism, one-to-many, to a many-to-many model, rooted in CONVERSATIONS between authors, people, and peers"
Traditional Communication • In the past, you pushed your message to a specific audience (i.e. – Advertising, Direct Mail) Super Bowl Ad Introducing Macintosh - 1984 Super Bowl Ad Featuring E-Trade - 2010 Sources: Mac Ad. Entertainment Weekly. http://www.ew.com/ew/gallery/0,,20254513_20009920,00.html E-Trade Ad. http://www.esquire.com/the-side/feature/new-etrade-commercials-2010
Traditional… • Not much room for two-way communication • Word-of-Mouth was sought out most (Water-cooler talk after a funny ad last night during Super Bowl) • Contact through phone (Customer service) or in-person (In line at the store) Brenda, did you see that hilarious ad last night? WOW! I’ve been telling everyone!
Traditional… • Transparency was tougher to identify • Example: Car dealerships always say they’re largest or have most sales… Source: http://blog.hemmings.com/index.php/2009/12/07/lost-locations-roundup-flying-a-service-station-king-midget-factory-custom-car-dealership/
Social Communication • The one-way model has morphed into a two-way model • The CompanyCustomer relationship has become a cyclical, web-like model Business Message Reaches Customer, trickles down to friends and friends of friends Source: http://www.vedainformatics.com/blogs/5-things-about-social-media-marketing/
The Social Media Revolution Courtesy of Socialnomics
Social Media is… • The digitized version of in-person, word-of-mouth communication • In real-time and immediate • A digital medium allowing your audience full access to support, critique and bash you to others • ALL about content! The phrase “Content is King” was never more important • Most importantly - TRANSPARENT
Part II WHAT ARE THE TOP SOCIAL NETWORKS IN USE?
Facebook • There are 1.5 billion + “active” users • 163 million U.S. users as of 2013 • 819 million monthly users on mobile devices(an increase of 54% from 2012!) • 680 million daily active users on average – as of Dec. 2012 • 16 million local business pages have been created as of May 2013 (100% increase since June 2012) Source:: Facebook Company Info: http://newsroom.fb.com/content/default.aspx?NewsAreaId=22 Social Bakers: http://www.socialbakers.com/facebook-statistics/united-states
Facebook Example • Fan pages are perfect for building online communities, engagement and lead generation.
Twitter • More than 550 million total users • Is based on 140-character posts • 56% of customer tweets to companies are being ignored! • People connecting based on common interests in real-time (e.g. #Indians or #DWTS) Source: Twitter company info: business.twitter.com; Pew Report on Twitter demographics www.ragan.com/Main/Articles/44999.aspxhttp://www.mediabistro.com/alltwitter/twitter-stats_b32050
Twitter Example • Great tool for customer service dept., for lead generation, product/service support, etc.
Google+ • Has more than 340+ million users… now #2 • The network is rivaling Facebook • Result… FB is making drastic changes to keep up! • Is tied to Google search engine • 100+ major brands with 100+ million followers!
Google+ Example • Great for getting your site ranked higher in searches (SEO) Links inside posts help you get found
Don’t Forget LinkedIn! • More than 230+ million users • Executives from every Fortune 500 found on LinkedIn! Key data on types of positions, industry, revenue, etc.
Part III WHAT’S YOUR SOCIAL MEDIA SALES STRATEGY?
Is your Audience Online? • Facebook • 25-34 demographic accounts for about ß30% of the FB user-base • On average, fans spend an additional $70+ on products compared to non-fans • Twitter • 30% of users have annual household income of $100K+ • 31% of 18-49 year olds are Twitter users • Google+ • Nearly 55% of users male between $30,000-$100,00/yr • Majority of users are in the United States
Do you know? • Your audience uses these social networks everyday. So how are you reaching them? • You’re probably not… Let’s look at what you’re missing
Value of SM for Business Social Media ROI: Socialnomics video (4:15) http://www.youtube.com/watch?v=ypmfs3z8esI
Be Strategic! • DON’T just create a social presence because everyone else is! • Just because you have a page doesn’t mean you’ll succeed • QUESTION: How many of you have stumbled across a Facebook Fan page that hasn’t been updated for months, if not longer? • Social Media is Strategic… and it shows
Building a Strategy • Keep it simple when developing strategy • Be realistic. Start small. Go after the lowest hanging fruit and build from there… • Three key questions that will drive strategy: • 1) What are you trying to achieve? • 2) Who are you trying to reach? • 3) How will social media tools help facilitate this?
What are you trying to achieve? • Types of goals and objectives: • Increase sales • Build awareness • Reach new audiences, new geographic areas • Gain feedback on a product or service • Use it to see what your competitors are doing • Provide better customer service • And on and on… Make sure goals and objectives are tied to business objectives and sales goals
Up a river without a… Set your goals and make them your guiding light! If not, you’ll end up like this guy!
Who are you trying to reach? • Once you know your target audience, social media allows you to build a community • This community allows the online conversation to become offline (real world) • Gain some basic insight into your audiences’ habits, likes and dislikes • Can help target better
What’s Your Message? • What is the essence of our business or organization? • Capture that essence with key words and phrases • Develop a tone, a context to your posts and responses… what’s your business’s PERSONALITY? • DO NOT post sales pitches. Create a conversation that engages them to talk about your business.
Include and Share • Make your entire team part of the messaging discussion • Give them ownership, claim to this “voice” you’re creating for your business • Ensure the person/s who are the “content creators” keep continuity in that voice • Give access to your SM accounts sparingly, to those you trust most – they will be the digital voice of your business!
Create a Simple Policy • Create a social media policy guide, including: • How to respond to positive and negative posts or comments • Who should be responsible for posting and responding • Rules for use for employees with their own personal accounts
Part IV HOW CAN I SELL WITH SOCIAL MEDIA?
Getting Started • Start slow and simple… use one social network and then go from there. It’s a time commitment. • Top line information • Logo and tagline if you have one • Business background (Facts and stats) • Location and hours of operation • Contact information (Website, email, phone, etc.) • Add your other social networks links (if applicable)
Sales & Message Alignment • Identify realistic business objectives • This means: • Market and respond in a timely manner – SM is real time! • Create content that creates interest, encourages sharing • Industry information • Featured products and what they do for the customer • Customer stories and testimonials • Connect your products and services to awareness days (i.e. World Environment Day if you sell recyclable products) • Interact on a regular basis with your fans
Sales & Messaging Example Integrate your Facebook, social messaging to generate quality sales leads. Remember: Talk to your audience! Don’t market. Facebook Links to Microsite Product Page
Develop a Timeline App (Tab) • Direct current and prospective customers to this area • Utilize this page to intrigue the customer with compelling content and call-to-action (i.e. visit a targeted microsite, call, email, Tweet, etc.)
Twitter • Your voice/message needs to be shorter, more concise. • Listen more at the beginning, retweet other industry leaders, then get in on the conversation! • Use hashtags (#FollowFriday) to view topical conversations and get heard • Use a “branded” profile (your company name), not a personal page. • Be personable, real and honest, don’t hard sell!
Twitter Example • Ford Motor Company using its association with@AmericanIdol to promote Fiesta
Selling on Google+ • The main cover image is very large and prominent. Make sure the image is a reflection of your business! • Add your business to local business directory • Use product/service images to entice possible followers/customers
Don’t Just Start with the tools… • Fail to Plan… Plan to Fail
What have you done so far? • Done your research • Set goals and business objectives • Choose the social network/s you will participate in • Aligned your sales and message • Set up your pages with key content • Strategized how you will utilize these networks to interact and market your customers • What do I do next?
Become a Content Creator • Share content between social networks • Always try and tie your links back to your website to increase your ranking in search results • Use hashtags, targeted keywords, links from other social networks to enhance your social search results Good SEO makes me like you!
Start Small with Targeted Ads… • On Facebook, you can target your customers by their interests (sports, politics, cars, etc.), geography, demographics and psychographics (buying behavior)! • On Twitter, you can use the “Promoted Tweets” and “Promoted Trends” on Cost per Engagement basis.
Promote & Advertise - Facebook • Send a message to your friends to check out your new business page and “Like” it • A great way to get a small base of fans • Friends are more prone to share with their friends • Run a ad, contest or giveaway to compel people to “Like” page • Create an incentive when advertising (Coupons)
Part V HOW DO I MEASURE THE RESULTS?
Common Measurement Questions But you want more than this… Slide via @ChuckHemann, Digital Analytics at WCG
Monitor & Measure • There are unlimited ways to measure social media… but how do I measure ROI? • Benchmark your sales data up front • Set goals based on that data (i.e. I want to increase sales leads from 10 per month to 15 within six months) • The extra 5 leads could = $X dollars. These are quantifiable numbers! • Monitor your social networks, seeing what posts your customers like, if they share or comment, etc. • Tied your customers interactions on your social networks to the “actions” you want them to take.
Reminder! • Now that you have a page or pages, you are in charge of the content • Keep a calendar of when and what to post • Your personal account is now connected to the fan page as an administrator • DON’T accidentally post something thinking your fan page was your personal page
Where’s everyone at? • Just because you created it, doesn’t mean your customers will flock to your page • It takes a little leg work… some manual labor • Do research. Find where your audience hangs out. What they like. • Again, look at your competitors pages, or similarly aligned fan pages Courtesy of: http://blog.sironaconsulting.com/sironasays/2011/02/the-use-of-social-media-in-the-last-12-18-months-has-become-a-widespread-tool-in-the-business-toolbox-although-frustrating.html