social media optimization for business 2013

SOCIAL MEDIA OPTIMIZATION FOR BUSINESS

F e b r u a r y 2 6 , 2 0 1 3

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

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

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

source: YouTube http://bit.ly/13cju83

CUT THE NO ISE

SMB FOCUSED

STRATEG IC

PROBLEM SOLVERS

TWO MANY

OPTIONS WH ICH ONE IS R IGHT?

4 S O C I A L M E D I A M Y T H S

image source: http://joesterloriagroup.com

1 . S O C I A L M E D I A I S F R E E

image source: www.freegreatpicture.com

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

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

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

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

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 …

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

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

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

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

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

4 . M Y B U S I N E S S I S B O R I N G

image source: www.revl.com

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

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

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

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 …

S O C I A L M E D I A B E S T P R A C T I C E S

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

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

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?

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

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.

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

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

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

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

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

image source: www.dollarshaveclub.com

Over 9 million YouTube Views

S O C I A L M E D I A T I P S

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

C L O S E T H E L O O P

TA R G E T I N G YO U R A U D I E N C E !  Target the right audience

L A N D I N G A P P F O R J U S T T H E L I K E

L I K E YO U R C L I E N T S

image source: www.drawingtimenow.com

L I K E YO U R C L I E N T S

T U R N O N R E C O M M E N D AT I O N S

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

L E V E R A G E FA C E B O O K E V E N T S

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

L E A R N F R O M T W I T T E R

source: https://business.twitter.com

L I S T E N A N D N E V E R S TO P

! http://search.twitter.com

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

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

L E V E R A G E L I S T S

https://twitter.com/jayfeitlinger/local-first-arizona

# U S E H A S H TA G S S PA R I N G LY

source: tomfishburne.com

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

T H E N P I M P YO U R C O M PA N Y PA G E

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).

R E C O M M E N D OT H E R S

J O I N TA R G E T E D G R O U P S

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!

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

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