social media for cappa 2010
TRANSCRIPT
Social Networking forPromotional Professionals
Presenter:
Dana R. Zezzo ProTowels Etc.440-344-5933| [email protected]
www.protowelsetc.com
Pro Towels Etc. Dana ZezzoDana ZezzoPro Towels Etc.
Dana R. Zezzo, Vice President of Sales at Pro Towels Etc.
Dana has spent the past two years growing the company into the largest supplier of beach and golf towels. He has been in the promotional product industry for over 18 years. Dana is equally involved in both the industry and in his local community in Ashtabula, Ohio. He is a past president of TRASA - the Three Rivers Advertising Specialty Association, and currently serves on both the ASI Stitches Advisory Board and on the PPAI National Leadership Conference Advisory Committee. He also gives seminars across the country on industry related topics such as How to Market your Apparel Decorating Business, Selling Strategies and Social Networking for Promotional Professionals.
Dana currently lives in Ashtabula, OH with his wife, Shelly and three daughters where he continues to update his facebook and linkedin profiles on a daily basis.
Pro Towels Etc. has changed the view of our category and the perception of our company by utilizing the social media platform.
DANA ZEZZO – VICE PRESIDENT of SALES440-344-5933| [email protected]
social networking
=
sharing/networking online
Simple Definition
• Stay in front of clients & prospects• Know your clients/prospects better
– Identify unknown connections
• Find new prospects• Branding• Sales• Fun
Benefit From Social Networking
What We Want to Prove TodayThe Ultimate Rolodex?
Consumer Buying & Research Habits Have Changed
Social Networking / Social Media Keywords
Viral
Transparency
Conversation
• Focus on activities that drive sales and relationships
• It takes 9 touches to get an account - most reps give up after 3
• These touches can be:
– Sales Calls
– Phone Calls
– Emails
– Presence
– Branding
– Persistence
– Social Networking
– Right Place at the Right Time
– Etc.
Touches85% of all business is done after the 9th touch
#1 Reason Salespeople Should Use Social Networking Sites
WARM UP YOUR COLD CALLS
Social Networking Usage DoublesASI Central (3/2/2010)
A new University of Maryland survey shows social media usage among small businesses increased to 24% in 2009, up from 12% in 2008. Further, three out of four respondents reported use of a company social networking Web page, tied to a site like Facebook or LinkedIn. An additional 40% of respondents say they have created a blog, where they post entries related to their areas of expertise. About 26% of those surveyed send Tweets about their business field, while 16% use Twitter as a customer service tool. “Social media levels the playing field for small businesses by helping them deliver customer service,” said Janet Wagner, director of the Center for Excellence in Service. “Time spent on Twitter, Facebook and blogs is an investment in making it easier for small businesses to compete.” Besides demonstrating usage, the survey also compared expectations to results, showing social networking wasn’t quite as effective in attracting new customers as had been hoped. Roughly 73% of respondents expected social networking to help customer acquisition, while only 61% of surveyed businesses could identify an uptick. However, 46% of respondents believe social media helped their businesses stay engaged with customers, falling in line with expectations. Maybe most notably of all, 22% of those surveyed feel social networking is already helping them turn a profit, with 46% believing the marketing tool will help them make money within the next year. This new optimism among business executives is an attitude reversal from prior studies, including one conducted by Citibank last August. In that study, 75% of respondents did not find social networking to be helpful for generating leads or expanding their businesses.
Touches
Daily Touches
The BIG Question … Social Media 30 – 60 minutes a day!
NEW : SMS TEXT | HOV LANE?
7. Blogger 11. MySpace 13. Twitter
www.alexa.com – Ranks the Top 500 Sites on the web
So you all have a great product and you want people talking about your product…Right?
Social Media marketing is about CREATING CONVERSATIONS
about you and your product.
Social Media will drive people to your website. So you will be able to make the conversion faster.
1. Get them to visit your website2. Turn into leads3. Turn leads into sales
Source:*Reminder: 85% of all business is done after the 9th touch.
So what does this tell you?
That people are using Social Networking Sites for
Building Relationships and
Research Before Buying
This will improve your Google ranking
If Nothing Else …
Add Personality and Humaness your Brand
• Listen & observe – What clients/prospects
are doing– Learn about families,
interests & activities
• “What’s happening”• Interesting pictures
– Kids– Events
Networking on Facebook – Personal Focus
BALANCE
• Status updates at tradeshows
– Upload pictures of new & cool products
• Exciting products with broad appeal
Networking on Facebook – Business Focus
Business Pages
POST
• Events
• Videos
• Discussions
• Photos
• Blog Articles
Adds Personality and Humanizes your Brand
Transparency
Prime Example
• DO NOT SELL ON FACEBOOK• It’s About Networking, NOT Selling
Selling on Facebook
Use in Industry:
54% of distributors
46% of suppliers
• The professional networking site• 3 key purposes
– Expose credentials to customers
– Expose your entire network to you
– Find new customers
The Goal of LinkedIn
To engage an audience & build a network.
• Do this by demonstrating your
expertise and thought-leadership.
• Don't sell your services, but feel
free to drive people to relevant
content on your site that adds value.
• Some people only connect with personal friends on Facebook
• Gives you a professional profile
• Referrals & introductions
• Prospecting• Google
• Lots of users, you never know…
Why Be Active on LinkedIn
YouTube
Harness the POWER of Video!
• Do not sell• Be relevant & transparent• Live as if your mom is watching• Remember if you are mixing
– Don’t play games– Don’t drink and post
• Have fun!
Rules To Follow On All Sites
www.linkedin.com/in/daledenhamCredit to: Dale Denham
Daily Touches
The BIG Question … Social Media 30 – 60 minutes a day!
NEW : SMS TEXT | HOV LANE?
Mobile In Context
0.5 Billion
3 Billion
1 Billion
1.5 Billion
2 Billion
2.5 Billion
CarsTelephone
(landlines)
T.V.s CreditCards
MobileSubscribers
PCs Internet
©2010 DriveBuy Technologies
Mobile Is EverywhereHouseholds
Cell Service
US householdswith Cell ONLY service
©2010 DriveBuy Technologies
Mobile Has Reached The Tipping Point
2008The first time more people accessed the Internet from a mobile device than a PC. Tomi T. Ahonen
iPhone accounts for ~50% of mobile traffic Techcrunch
2009
©2010 DriveBuy Technologies
SMS IS HUGE
©2010 DriveBuy Technologies
MOBILE WEBText the word Promo1 to 88000
©2010 DriveBuy Technologies
Ultimate Rolodex
Easier to keep contactinformation up to date –never lose touch!
Facebook Use in Industry:59% of distributors 62% of suppliers
THANK YOU!
Presenter:
Dana R. Zezzo ProTowels Etc.Cell: 440-344-5933| [email protected]
www.protowelsetc.com
Pro Towels Etc. Dana ZezzoDana ZezzoPro Towels Etc.