make your business a social business
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TRANSCRIPT
ZenAnd the Art of Social Media
Before we begin…
How should you think
about social media?
Now…how should you think
about your customers?
Transactions$$$ signsThings to conquer
Customers are people.
You should have deep and meaningful relationships with your customers.
Are customers at the
center of your business?
This is important: Businesses that don’t get it don’t win.
Customer-focused businesses value relationships,
use the hell out of social media, and win.
Social media is a
set of digital tools that helps you find, develop, and deepen relationships with customers.
Social media is not a set of digital tools that helps you find, develop, and deepen
relationships with customers.
Social media is a
way of being.
There are some tools
to help you be…
Make Your Website Your Hub
Your BrandYour NarrativeYour Store
Your Home
WEBSITE/BLOG
Now Add the SpokesSpokes are
outposts.
Outposts are neighborhoods.
Neighborhoods are different.
TwitterFacebook
Media
Special EventYouTube
WEBSITE
Which Outposts Are For Me?
Research your competitors.
Research your customers.
Where can you add the most value?
Where can you get the best ROI?
TwitterFacebook
Yelp
Special EventYouTube
WEBSITE
Which Outposts Are For Me?
Facebooksharing & community
Twitteralerts, specials, customer service
Emailappeals & action
YouTubestorytelling
Searchtraffic and leads
TwitterFacebook
TripAdvisorYelp
Special Event
YouTube
WEBSITE
EmailSearch
Integration Leads to
Enlightenment.
Let’s Talk ExecutionListen
Set up Google alerts for your business, customers, topics.Go to search.twitter.com and see what people are saying about you, or topics of interest to your business.Read blogs/sites of competitors.
PlanUnderstand the people, goals, and measurements that you will work with.
Enlightenment involves empowerment.
Use Hootsuite to manage the effort.
Case Study 1Information/Educational Products
Produces educational videos for health care professionals.
Needs to create a community of buyers.
Interact with their community.Add informational value to the community.
Discover what the community wants to learn.Feed the product pipeline.
Case Study 1Goals
Comprehensive website for info & orderingEmail newsletter for info & feedback
Facebook for info, feedback, & learning
Case Study 1Strategies to Reach Goals
___ Sales___ Email subscribers ___ Website statistics
___ Content interactions ___ New product ideas
Case Study 1Measurement
Crowded, existing marketplaceWants to be community hangout
Case Study 2Restaurant or Retail
Develop high # of repeat customers.Establish brand recognition in community.Dominate local search for product area.
Case Study 2Goals
Optimize online presences for local search.Link loyalty with rewards on Facebook.Link menu item or product to online community.Be front of mind by emailing “how to’s”.
Case Study 2Strategies to Meet Goals
Case Study 2Measurement
___ Sales___ Email subscribers___ Website statistics/search impressions___ Fans
