social media optimization for business 2013
DESCRIPTION
Social media optimization for business presented at Local First Arizona event on February 25, 2013 showing business owners how best to leverage social media for their organizationsTRANSCRIPT
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SOCIAL MEDIA OPTIMIZATION FOR BUSINESS
F e b r u a r y 2 6 , 2 0 1 3
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W H AT A R E W E C OV E R I N G TO D AY
! Background
! 4 social media myths busted!
! Best practices in social media
! Business tips for Facebook, Twitter and LinkedIn
! Q & A
! Download presentation http://bit.ly/127l4sl ! Appreciate your comments J
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A L I T T L E A B O U T M E
! Digital marketing for 13 years ! Founder, StringCan Interactive
! Co-Founder, ShopTab
Connect with Me: ! linkedin.com/in/jayfeitlinger ! @JayFeitlinger
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E X P E R I E N C E A W E S O M E C L I E N T S I ’ V E H E L P E D
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source: YouTube http://bit.ly/13cju83
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CUT THE NO ISE
SMB FOCUSED
STRATEG IC
PROBLEM SOLVERS
TWO MANY
OPTIONS WH ICH ONE IS R IGHT?
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4 S O C I A L M E D I A M Y T H S
image source: http://joesterloriagroup.com
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1 . S O C I A L M E D I A I S F R E E
image source: www.freegreatpicture.com
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1 . S O C I A L M E D I A I S N OT F R E E
! Resources managing your community ! Researching tools to improve management
! Content development / management / calendar
! Social sentiment monitoring what people are saying about your brand
! Analytics to determine performance
! If done right it could easily be 1+ full time job
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2 . D O E S N ’ T G E N E R AT E R E V E N U E
Enough talk already!
Show Me The Money
image source: www.howmanyarethere.org
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2 . D O E S G E N E R AT E R E V E N U E
! Grew 18% in revenues over the last 12 months, compared to the least engaged companies who saw decline of 6% in revenue during same period
source: http://slidesha.re/ZzEPap
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2 . D O E S G E N E R AT E R E V E N U E
! Increased brand awareness and over $6.5MM in ’09 sales source: Dell http://dell.to/15LpHqT
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2 . D O E S G E N E R AT E R E V E N U E
source: Social Media Examiner http://bit.ly/V34G7S
F O R S M A L L E R B U S I N E S S TO O …
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3 . M Y C U S TO M E R S A R E N OT O N S O C I A L M E D I A
image source: www.chitchatmedia.com.au
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3 . YO U R C U S TO M E R S A R E O N S O C I A L M E D I A
! Social Networks now reach 1.43 billion users!
! 19.2% YOY increase
stat source: www.emarketer.com
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3 . YO U R C U S TO M E R S A R E O N S O C I A L M E D I A
source: http://stateofthemedia.org
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3 . YO U R C U S TO M E R S A R E O N S O C I A L M E D I A
source: http://socialhabit.com
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3 . YO U R C U S TO M E R S A R E O N S O C I A L M E D I A E V E N I F B 2 B
source: LinkedIn http://bit.ly/Wa5HNc
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4 . M Y B U S I N E S S I S B O R I N G
image source: www.revl.com
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4 . YO U R B U S I N E S S I S N OT B O R I N G
image source: www.steelmasterusa.com
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4 . YO U R B U S I N E S S I S N OT B O R I N G
image source: www.steelmasterusa.com
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4 . YO U R B U S I N E S S I S N OT B O R I N G
image source: www.steelmasterusa.com
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I T ’ S N OT A B O U T S O C I A L M E D I A
! Showing you solve customer problems ! Prove you know more than your competitors ! That you actually care and are human ! It’s a great (and probably the best) channel to engage
with your customers. ! Listen! Learn! Engage! ! Let’s get started…
I T ’ S A B O U T …
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S O C I A L M E D I A B E S T P R A C T I C E S
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D O N ’ T D O T H E S E T H I N G S
! Hire a college intern to handle all your social media ! Focus on fan count – Instead quality vs. quantity ! Bug your family and friends to like all your posts ! Join every social network unless you do what I do J
check out http://bit.ly/WjZSHD
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W H E R E TO S TA RT ?
image source: www.artfire.com
! You need to create a plan
! Align your business objectives with your customer
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Q U E S T I O N S TO A S K F O R A P L A N
! What is your objective? Fans? Leads? Traffic? ! Where are your customers? What social platforms? ! What type of information (content) are they most
interested in? ! What are their objectives? What problem(s) do they have
that they want you to solve? ! How is your site generating traffic today from social? ! Who are your competitors? ! What are your competitors doing on social media?
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L I S T E N B E F O R E E N G A G I N G
image source: lumpsandbumps.wordpress.com
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M A I N TA I N C O N S I S T E N T B R A N D
! Ensure your brand image is identified clearly and consistently across all media platforms.
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C O N T E N T I S S T I L L K I N G
! Make sure to deliver ! Interesting,
! Relevant and
! Unique content
image source customized: www.pillowsonline.com.au
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S H O U L D B E I N T E R E S T I N G
! Before you post, ask yourself: Is this something our audience wants to interact with?
! Is it… ! Thought provoking?
! Fun?
! About cats?
image source: www.fark.com
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S H O U L D B E R E L E VA N T
! Before you post, ask yourself: Is this in line with our brand and audience?
! Is it? ! Related to our brand?
! Within our tone & voice?
! What our audience expects or desires?
image source: www.reachingcampus.com
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C O N T E N T S H O U L D B E U N I Q U E
! Before you post, ask yourself: Does this content help your business stand out?
! Is it? ! Different?
! Helps our brand cut the noise?
! Not TOO far out there?
image source: www.stage2planning.com
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A N YO N E C A N C R E AT E I N T E R E S T I N G C O N T E N T
image source: geezerhut.com
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image source: www.dollarshaveclub.com
Over 9 million YouTube Views
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S O C I A L M E D I A T I P S
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G E T C O N T E N T O N TO N E W S F E E D
image source: www.socialbizdiva.com
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C L O S E T H E L O O P
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TA R G E T I N G YO U R A U D I E N C E ! Target the right audience
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L A N D I N G A P P F O R J U S T T H E L I K E
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L I K E YO U R C L I E N T S
image source: www.drawingtimenow.com
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L I K E YO U R C L I E N T S
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T U R N O N R E C O M M E N D AT I O N S
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T U R N O N R E C O M M E N D AT I O N S
! On edit page, adding address and checking off “show this map on the page.” turns on the recommendation widget
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L E V E R A G E FA C E B O O K E V E N T S
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C H E C K O U T FA C E B O O K I N S I G H T S
! Look at Facebook metrics to learn what works best and build upon your success and improve where necessary
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L E A R N F R O M T W I T T E R
source: https://business.twitter.com
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L I S T E N A N D N E V E R S TO P
! http://search.twitter.com
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G E T M O R E R E T W E E T S
Download Infographic http://bit.ly/YL9YTo
source: www.danzarrella.com
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C A R E F U L W I T H S C H E D U L I N G & N OT C O M E B A C K
! Key to Twitter success is engagement
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L E V E R A G E L I S T S
https://twitter.com/jayfeitlinger/local-first-arizona
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# U S E H A S H TA G S S PA R I N G LY
source: tomfishburne.com
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P I M P O U T YO U R P R O F I L E
! Complete your profile
! Tag skills & expertise
! Link to your website
! Add Video / Slides
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T H E N P I M P YO U R C O M PA N Y PA G E
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P E R S O N A L I Z E R E Q U E S T S ! Make standard connect requests more personal
! Follow up after you meet someone new but let them know you are going to do that (e.g. via email).
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R E C O M M E N D OT H E R S
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J O I N TA R G E T E D G R O U P S
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S U M M A RY O F T H E M A I N TO P I C S
! You need a plan before you start running in the race ! Understand who your customer is and what they need
! Prioritize your energy on the social media networks where your customers are already on
! Listen and then engage
! Create interesting, relevant and unique content
! Rinse & Repeat
! Focus on the networks that make sense for YOU!
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T H A N K
Y O U
“If you want to create change, start small and do something remarkable.”
- Seth Godin
! Download presentation http://bit.ly/127l4sl ! Appreciate your comments J
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C O N N E C T W I T H J A Y
J AY F E I T L I N G E R J AY @ S T R I N G I N T E R A C T I V E . C O M 6 0 2 . 7 4 0 . 6 5 0 2
S T R I N G C A N I N T E R A C T I V E . C O M FA C E B O O K . C O M / S T R I N G C A N T W I T T E R . C O M / S T R I N G C A N A G E N C Y
C O N N E C T W I T H S T R I N G C A N