how to engage customers & prospects in a social media world

SEM MARKETING • SOCIAL MEDIA • ONLINE PROMOTIONS • MARKETING STRATEGY 1

How To Engage Customers and Prospects in Today's Social Media World

Presented by - Donna DeClementeNovember 18, 2010

PATHWAYS TOENTREPRENEURIALSUCCESS

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Speaker - Donna DeClementeIntroduction

DDC Marketing Group - President, FounderPromotional, social media, brand marketing and Internet advertisingBlogs: Donna’s Promo Talk

The Lip-Sticking BlogTwitter: @ddeclemente #PWays

@skeeterharris @sirlinkedalot

Overview

Welcome and Introductions• Social Media Today • SM Platforms - Stats and figures • Social Media Marketing – Setting Goals• 5 Steps to Getting Started • 4 Basic Rules to Follow

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Social Media What is it and What is it Good For?

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Social Media What is it and What is it Good For?

Social media is all about the PEOPLE Building Relationships

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Technology has given consumers Control

Use of Social Media Continues to Grow

• Social networking has become one of the most popular online activities

• 127 million people in the U.S. are expected to sign on to a social network at least 1x/month in 2010*– 57.5% of total population

• By 2014 that number is predicted to reach 165.9 million– 65.8% of total population

*eMarketer, August 20107

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Usage among users ages 50+ nearly

doubled during the past year from

25% - 47%

Use of Social Media Continues to Grow

• More than 500 million worldwide active users- 150 million in the U.S.- 50% log on in any given day- Average user has 130 friends- People spend over 700 billion minutes/month

• #2 Search Engine behind Google/You Tube• Growing in video views - #2 site in Aug.

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World’s Largest Social Network

Worldwide pages viewed up more than 150% to 220 billion/month

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Ads on Facebook reach 62% of Americans online

Facebook Fans are now “Likes”

Facebook Fans are now “Likes”

Facebook “Open Graph”

Instant Personalization

Facebook “Open Graph”

Facebook Messages

Talk to Friends via:

• SMS Text

• Chat

• Email

• Messages

Now providing@facebook.com email addresses

Fastest growing Web brand - 145 million WW active users

- 26 million active U.S. adults- 300,000 a day signing up- 2.64 billion tweets in August, an increase of

33% over May, 115% more than January- 100 million tweets daily- Totals over 10 billion Tweets

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Not just for Tweeting:

• Search Tool

• Listening Tool

• Survey/Feedback Tool

• Competitive Research Tool

• SEO Tool

• Sharing Tool

• 80 million users; over 38 million U.S.

• LinkedIn & Twitter partnered to share tweets and status updates

• Recently launched Company Pages

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The Office of Social Networks

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Network with LinkedIn Groups

• Promote Content on YouTube– Create your own channel

• Advertise next to You Tube content– Audience demo targeting and content targeting

October stats of U.S. Internet user per comScore:• 175 million watched online video content • You Tube had over 146 million views• 5.4 billion viewing sessions

comScore measures online viewership

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2nd Largest search engine behind Google

Currently over 200,000,000 Blogs

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Blogger Segments

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So what does this mean for business??

5 Steps to start engaging your customers utilizing Social Media

Why do you want to use social media?

• Increase in brand awareness • Increase lead generation• Brand engagement - • Publicity, positive buzz and word of mouth • Build Relationships• Drive traffic to a website • Convert sales – both online and offline • Strengthen inbound link generation,

– Benefits SEO

Defining your key goals then help gauge your ROI

Step 1. Define your goal

Small Business Social Media Goals

Small Business Achievements

Step 2. Identify your audienceClarify who you need to reach and how they use Social Media– Start with existing communication

tools & channels• Include a survey in an e-newsletter • Interview a cross-section of

customers/members by phone

Step 3. Research & Develop your networkSee who’s doing what and where they’re doing it:

– Research, read, & comment on blogs of similar topics. Google Blogs, Technorati

– Check Facebook for business pages – LinkedIn for company pages– Search on Twitter - follow those with good content– Look for niche social network communities - Ning – Search on YouTube & Flickr – who’s got video & images

Step 4. Integrate with existing marketing & communications

Make sure the message is consistent!

Step 5. Measure and refine

How do you measure social media?

• # of Comments on blog/Facebook page - are they positive? • How often are you being mentioned & by whom? • Have more people engaged: Facebook fans, team members volunteer

s base• Who is participating and have they become advocates?• Has your blog/website traffic increased?• Rankings on search engines improved?• Has your database increased via newsletter/email updates?

4 Basic Rules to Follow

1. Transparency Clearly communicate who you are - be realTeach your team to state that they are employees Address negative commentsPeople want to do business with people they connect with

4 Basic Rules to Follow

2. Relevancy

Remember who your audience is and make it important for them Listen & ask them what info they want and how they want it

4 Basic Rules to Follow

3. Brevity Learn how to write Keep your messages shortAverage person’s attention span is now 2.7 seconds ….time it takes to read a text message or tweet

4 Basic Rules to Follow

4. NetworkBe SEEN – Make use of today’s social media tools and put yourself out there

Remember, Customers are the ones with money

People want relationships

Great Businesses & Great Leaders value their relationships the most

Thank You Contact: Donna DeClemente

ddeclemente@ddcmarketing.com585-261-5020

Website:www.ddcmarketing.com

Blogs:www.donnaspromotalk.com

www.lipsticking.com

Connect:www.Twitter.com/ddeclemente

www.facebook.com/donna.declementewww.linkedin.com/donnadeclemente