taking the mystery out of social media
DESCRIPTION
From an Oct. 2012 talk given to the AMA at the University of Connecticut. What social media is exactly. How to use it for your business to generate leads & sales, build brand awareness, buzz, etc. What most people are doing wrong. Best practices for facebook and blogging.TRANSCRIPT
Taking the Mystery out of
SOCIAL MEDIA
Alexander HeyneMilkthepigeon.com
Social media is word of mouth on steroids
The Value of Social MediaDollar amount?
Per person?
Per like?
Intangible?
Non-existent?
Ask the audience:
What are the top 5 words or phrases that come to mind when you think of “social media?”
The ROI of the Internet
How do you measure the ROI?
Brand awareness?More traffic?
More sales?
You can’t always!
The Power of Social Media
What’s in a tweet?
“Caring is scalable now.”-Gary Vaynerchuk
The Power of Social MediaThe Oatmeal
The Power of Social MediaHigh Leverage Community
The Power of Social MediaThe Power of a Tweet
Insane exposure
The Power of Social Media
Zynga and Farmville
There are more digital tractors sold every day than real tractors sold every year.
What Facebook IsShare:
Content
Ideas
Misc
The ValueYou see my likes = free marketing
Facebook as a social “login” hub
Your resume in the 21st century (Google and Facebook)
The essence of social media is one thing.
Sharing.
Would people share your stuff?
How
Profile Page
Like & Share
What’s the value of a Facebook
like?
Personal versus professional use
Personal
• Talk about daily life
• Family photos and events
• Random musings
ProfessionalThe Facebook page
Facebook-ing Your Biz
1.Build/Engage The Page
2.Use Facebook Ads(Direct people to take
action somewhere)
Facebook-ing Your Biz
Facebook page = interaction + engagement.
Build the Page: Getting More Facebook Likes
1.Do something “likeable”
2. Incentivize
3.Advertise and make your Facebook page your landing page
A. Do something likeable
B. Incentivize
B. Incentivize (+ Offer)
B. Incentivize (Get the offer)
Advertise and Send them To a Landing Page
Build Your List or Fbook Likes
Part 2: Get more Engagement
6 Ways to Get More Interaction On Your Page
1.Do something worth talking about
2. Incentivize
3.Ask a question
4.Competitions
5.Tell them to like something
6.Pictures (or Picture Quotes)
= FREE MARKETING
A. Conversation Worthy-Ness
B. Incentivize
C. Ask a Question
D. Competitions
E. Like this if you agree!
F. Pictures/Quotes
Facebook Ads
Facebook Ads
Send Your Clicks Somewhere
Ask the AudienceWhat trends do you see on the following Facebook pages?
Coca Cola - www.facebook.com/cocacola
Tom’s Shoes - www.facebook.com/toms
Heineken - http://www.facebook.com/heineken
Frito-Lay - http://www.facebook.com/FritoLay
Red Bull - http://www.facebook.com/redbull
The Walking Dead - http://www.facebook.com/TheWalkingDeadAMC
Facebook Case Studies
Case study #1
Execution:• Used Facebook page during
valentine’s day season• Gave 15% off and 50 Facebook
credits (For games) in their facebook ad
• Shared stories , like different products so customers could see
Results:• 4,000 transactions from the ad• Facebook page doubled to
120,000 likes• Sponsored stories had double the
reach
Case study #2
Execution:• Springtime was busiest season so
they wanted to build an online presence
• Advertised discounts (For fans only) for a week
• Targeted people with home maintenance and repair keywords in profile
Results:• In four days, fan page went from
20,000 to 50,000• 50,000 clicks on the facebook page• Fan postings grew 900%
Case study #3
Execution:• Private vacation booking company that
wanted to grow connections to its Facebook page and engage more with existing fans
• “Trip a Day in May Giveaway” – Free trip each day, in the month of May
• Targeted people with travel-based keywords in profile, and used sponsored stories
Results:• 65,000 entries• Over 50,000 new Facebook likes • 30% increase in revenue month over
month in June• 1,400% increase in revenue for the
second quarter of 2011 compared to 2010
Advertise
Engage Your Page
Facebook in a Nutshell
Engage Your Page (recap)
Competitions
Ask a question
Tell them to like something
Do something worth talking about
Incentivize
Pictures (or Picture Quotes)
Advertise (Recap)Hone in on the demographics of your ideal
customer
Compile a list of likely interests, “likes,” and similar potential interests to target them
Send them somewhere and take an actionFacebook fan page to “like” usAn opt-in form on your website pageA sweepstakes or chance to win something free
Blogging = Leveraging community or content
The Essence of a Blog
How Your Content Shows up in Google
Post Tags (Small %)
Backlinks (Big %)
The value1.Content stays there forever
(portfolio) and is easily shared
2.People link to good stuff (Free marketing, SEO juice)
3.Every post is a potential way for people to find you, or has the potential to make a sale, etc
What Most Users do
Blogs are more geared towards writing content than Facebook The blog post
It’s also massively useful to start a personal community or movement
Personal use1: Stereotypical venting blog
2: Solo-preneur lifestyle biz
Text Blog Post
Video Blog Post
Bloggin’ For Your Biz
Blogging Monetizati
on Strategies
Content Marketing
DirectMarketing
Membership Sites
EmailMarketing
AffiliateMarketing
Advertising
Build content and/or community, which = Free marketing, 24/7
Blogging bottom line
How to Use it For Your Biz
Produce content that solves a problem and it will get shared.
Blogging gives you a chance to be real and transparent. Aka Human.
People relate to people or causes.
Not businesses.
For Corporate Types Biggest benefits
More content = More exposureMore TrustExpert statusAnswers questionsTransparency Absurd amount of traffic and SEO, 1000x, 10,000x +
return
For Corporate Types“What do I blog about?!”
#1 The biggest, most common problems your customers have
#2 Any content that is tangentially useful to your customers
Don’t blog about boring news, boring conference keynotes, or updates that no one cares about
Bloggin’ For Your BizCase studies
Ramit Sethi – Iwillteachyoutoberich.com
Corbett Barr – Thinktraffic.net
Pat Flynn – Smartpassiveincome.com
Chris Guillebeau – Chrisguillebeau.com
Ramit Sethi
QuickstatsNYTimes best seller
Massive, massive community of people (in excess of 1k blog comments on some launches)
Automated product sales online (1-3k product)
World fame
In less than 5 years makes in excess of $1 mill/year
Corbett Barr
QuickstatsWell-known all over the “blogosphere”
Has a massive community of people and regularly gets 50+ comments on his site
Launches a product quarterly, brings in 50-100k/launch
Freedom
Launched a brand new blog that in 1 month went further than most blogs do (ever)
Pat Flynn
QuickstatsIn less than 2 years, brings in >50k/month
Has a community of people all over the world asking him if he has products for sale, so they can buy something!
Massive loyalty, people sharing his content
Social Media consulting for Hollywood
All because of his community
Chris Guillebeau
Quickstats
Skyrocketed himself to fame using his blog (visit every country on earth)
Makes a full-time living from his blog
Has published a NYTimes best seller from it (By asking his community what they want)
Hosts world domination summit
Launching a New York Times best seller using
your blog?
Tim Ferriss
Leo Babauta
Danielle LaPorte
Chris Guillebeau
Gretchen Rubin
….And the other one who didn’t
Blogging summed up1.Make specific, useful content in multiple formats
(Text/Audio/Video).
2.Promote your content: (Youtube, press releases, in a newsletter, submit to online news like Entrepreneur, Forbes, Huffington Post etc.) . This is even more important than writing.
3.Provide a way for people to opt-in to your email list or newsletter.
4.Use keyword tags relevant to the topic you write about.
In this social media era, your success will depend upon whether or not you are
truly people-centric.
SOCIAL MEDIA
Social media bottom line
Über high leverage word of mouth
Community
Customer-centric
Is it actually helping you?
Some of it you can track, the clicks, the traffic.
Most you can’t. Like that Las Vegas tweet.
The Kicker
Just treat your customers like your best friends – go out of the way for them.
Care about them.
Give without thinking about the ROI.
Questions?
Alexander @ Milkthepigeon.com
Milkthepigeon.com
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