ram social media seminar
TRANSCRIPT
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A SOCIAL LOTSocial Media Inspiration for R.A.M
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ME
Jess Sloss
@thattallguy
farmdigital.com
Sunday, October 17, 2010
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A LOT HAS CHANGED
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TIME SPENT
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SOCIAL NETWORK VISITORS
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SOCIAL MEDIA = MASS MEDIA
Facebook - 500 Million Users
Twitter - 17 Million Users (but they’re connected)
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TIMES THEY ARE A CHANGIN’
Customers are:
Armed - http://www.truecar.com/index.html
Connected - search.twitter.com
Empowered
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IS IT REALLY THAT DIFFERENT?
4 p’s ?
Sales Process?
Customer Service?
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THINK BACK
How have things changed for you?
As Sales People?
As Customer Service Providers?
As Managers?
Support Workers?
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THE DIFFERENCES
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BROADCAST VS DIALOGUE
Compare these two twitter accounts. Who would you rather be friends with?
http://www.twitter.com/japadog
http://www.twitter.com/dragontruck
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CUSTOMERS WANT MORE
70% of customers want access to company experts and support via Social Media
57% of customers feel company use of Social Media will improve their loyalty.
Companies should be monitoring Social Media for feedback. ( aka. Listening )
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PEOPLE WANT PEOPLE
Users prefer to connect with people
Connections with companies or brands usually involve a clear value exchange
but...
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CONTENT ISNT KINGContent isn’t King
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ANYONE LIKE WINE?
Meet Gary V
http://tv.winelibrary.com/
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BARRIERS
What’s standing in your way?
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6 OPPORTUNITIES
6 ways your dealership, or even you, can use Social Media to your advantage
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1. MANAGE YOUR REP.
People are talking online, whether you’re listening or not.
Why not start by listening?
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FREE LISTENING TOOLS
Google.com/alerts
search.twitter.com or tweetbeep.com
Collecta.com
Boardreader.com
paid options include Scout Labs, Radian 6 and many more.
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WHY SHOULD YOU LISTEN?
What sort of information is valuable to you?
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2. SERVICE YOUR CUSTOMERS
If a customer complains or reaches out via twitter or facebook, are you able to provide the same level of service as on the phone?
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BENEFITS OF ONLINE C.S.
Can you think of any?
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UNFORTUNATE EXAMPLES
Dominoes Gross Out
Comcast Repair Man
Dell Hell.
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3. DIRECT PUBLIC RELATIONS
Access to consumers without a middle man
Easier access to reporters and/or bloggers
Leverage other audiences.
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DIRECT PUBLIC RELATIONS
is this good or bad?
HARO - Help a Reporter Out
Pitch Engine - New Press Releases
Blogs - Post, comment, share
Twitter - create a PR list
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4. BRAND COMMUNITIES
Join vs. Create
Actively engage and add value.
Build Loyalty
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5. INBOUND MARKETING
Use multiple channels to drive customers to your online assets.
Offer over value exchange for contact info
Begin dating process.
hubspot.com
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6. THOUGHT LEADERSHIP
Publish
Positive Networking
Educating not Selling
Adding value - don’t withdraw to early.
Search matters.
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QUESTION CHECK
How are we doing so far? Any burning questions?
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GROWING MY NETWORK
Everyone starts at Zero. Well almost everyone.
@aplusk
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WHERE IS THE VALUE
Is it # of followers that matter?
All about an audience ( that hopefully talks back )
Social Media Cocktail Party
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DEAL A DAY SITES
Groupon now valued at $1.4 B
Why?
www.groupon.com
www.teambuy.com
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USED CAR DEAL SITE?
now that could be fun.
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PROMOTIONS + CONTESTS
Great way to grow attention around brands
Offer based -
Experience based -
Co-creation based -
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CONTEST TIPS
Clearly define the action you want a user to take
Have a set timeline
Make it easy to share
Experiences outweigh discounts
http://www.islandreefjob.com/
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LEVERAGE OTHER AUDIENCES
Guest Post
PR Outreach
Build Ambassadors and friends
Be a good community member
Ads
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MEASUREMENT
How do you measure ROI of networking events?
of PR and branding?
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MEASUREMENT OPTIONS
Overall Brand Recall
Profit
RT’s, @’s, engaged discussions, links, who links
subjective.
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TIME TO START
Personal Brands of your employees matter as much if not more than your Corporate Brand in Social Media.
Scary? or a huge opportunity?
http://twitter.zappos.com/
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CONNECT AROUND PASSIONS
Cross Country Skiing made me $$$
People want to connect with people.
I probably won’t follow a Car Salesman, but I will follow a Photography enthusiast who is a car salesman.
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ENCOURAGE STAFF
To connect around their passions
Use social media in their free time
Talk about things that are interesting to them.
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CORP. ACCOUNTS
Have a clear strategy. Are we here to
Increase Loyalty?
Build Sales?
Learn?
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CORP. ACCOUNTS
Have a Social Media Policy. What is and isn’t appropriate?
Better to set the ground rules early.
4hourworkweekblog.com
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WHAT’S YOUR #1 THING
We all know and love features and benefits, but what’s the one thing that make your organization different from the rest?
to view a great worksheet visit farmdigital.com/ram
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TOOLS TO SPREAD YOUR THING
Blogs
Info Networks - twitter, RSS feeds
Social Networks - FB, LinkedIn
Social Bookmarks, Forums
Real Life
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BLOGGING
Personal World Wide Publishing Platform (RSS)
Choose wisely ( WP, Posterous, Tumblr )
Value in audience, links, SEO
Link out ( a great way to back pat )
Skin in the game.
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info network. only 22% of all connections are reciprocated
140 charachters
the professional network
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5 KEYS TO A POWERFUL TWITTER ACCOUNT
use your real name ( mine is gone, ouch! )
Use your real picture, and don’t change it often
Include a URL - more info
don’t protect your updates
Follow / Following Ration matters
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AWESOME TWITTER TOOLS
hootsuite.com
wefollow.com
tweetbeep.com
bit.ly - cool stats.
your smart phone
Custom Twitter Template visit - farmdigital.com/ram
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5 FACEBOOK TIPS
Your company should have a FB page
Use the tools provided
custom landing tab
link in info box
fill out profile completely
Ads are Awesome, but keep it local.
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AWESOME FB TOOLS
FBML
Involver or North Social
Wildfire Contest Platform
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LOCATION BASED APPS
4square.com
Facebook Places
Key is to offer some value in exchange for checking in.
( not quite mainstream yet, but on its way )
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OTHER POWERFUL TOOLS
Social Bookmarks - Digg.com, Delicious, Reddit.
Forums and Club pages - www.bcbimmers.co etc.
Flickr
YouTube
any we can add?
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WHAT’S NEXT?
The next big thing? Probably a lot of little things.
Sunday, October 17, 2010