how to engage customers & prospects in a social media world

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SEM MARKETING • SOCIAL MEDIA ONLINE PROMOTIONS • MARKETING STRATEGY 1 How To Engage Customers and Prospects in Today's Social Media World Presented by - Donna DeClemente November 18, 2010 PATHWAYS TO ENTREPRENEURIAL SUCCESS

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Social Media Marketing Overview presented at the 11/18/10 Pathways to Entrepreneurial Success Forum held at Monroe Community College. Contains an overview of the top social media platforms, 5 steps to get started with social media marketing and the 4 rules you must follow.

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Page 1: 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

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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

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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

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• 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

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

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Ads on Facebook reach 62% of Americans online

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Facebook Fans are now “Likes”

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Facebook Fans are now “Likes”

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Facebook “Open Graph”

Instant Personalization

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Facebook “Open Graph”

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Facebook Messages

Talk to Friends via:

• SMS Text

• Chat

• Email

• Messages

Now [email protected] email addresses

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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

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• 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

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• 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

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Currently over 200,000,000 Blogs

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Blogger Segments

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So what does this mean for business??

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5 Steps to start engaging your customers utilizing Social Media

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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

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Small Business Social Media Goals

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Small Business Achievements

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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

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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

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Step 4. Integrate with existing marketing & communications

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Make sure the message is consistent!

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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?

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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

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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

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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

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4 Basic Rules to Follow

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

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Remember, Customers are the ones with money

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People want relationships

Great Businesses & Great Leaders value their relationships the most

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Thank You Contact: Donna DeClemente

[email protected]

Website:www.ddcmarketing.com

Blogs:www.donnaspromotalk.com

www.lipsticking.com

Connect:www.Twitter.com/ddeclemente

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