social media marketing: unf entrepreneurship class 9.28.11
DESCRIPTION
This presentation was shared with an undergraduate, senior level Entrepreneurship course at the University of North Florida. The topic was designed to cover social media marketing as a component of the marketing plan for small to medium sized businesses.TRANSCRIPT
Let’s get social…
© 2011 Thomas Marketing Consulting, Jessica Thomas
Social Media Social Media MarketingMarketing
UNF Entrepreneurship ClassUNF Entrepreneurship ClassSeptember 28, 2011September 28, 2011
Let’s get social…
© 2011 Thomas Marketing Consulting, Jessica Thomas
Today’s AgendaToday’s Agenda• Introduction• Why social media marketing?• The importance of having a plan• How to speak social, not just sell• Facebook• Linkedin
• Twitter• Google+• Foursquare• YouTube
Let’s get social…
© 2011 Thomas Marketing Consulting, Jessica Thomas
@jessiet09
Let’s get social…
© 2011 Thomas Marketing Consulting, Jessica Thomas
Let’s get social…
© 2011 Thomas Marketing Consulting, Jessica Thomas
Over the past few years, the advertising industry has experienced a drastic transformation. As a result, marketers must refine their approach.
This translates to maximizing the value of each individual customer.
Let’s get social…
© 2011 Thomas Marketing Consulting, Jessica Thomas
To survive, businesses must take a strategic, innovative approach to the market. Sales-to-service conversion and retention have become the keys to creating maximum value.
Understanding and managing the complexities of this new market requires a strategic and comprehensive approach.
Let’s get social…
© 2011 Thomas Marketing Consulting, Jessica Thomas
“We don’t have a choice on whether we DO social media, the question is how well we DO it.” -
Erik QualmanFounder of Socialnomics
Let’s get social…
© 2011 Thomas Marketing Consulting, Jessica Thomas
Why the shift towards Why the shift towards social media?social media?
Let’s get social…
© 2011 Thomas Marketing Consulting, Jessica Thomas
Consumers are Consumers are increasingly resistant to increasingly resistant to
cold, impersonal cold, impersonal marketing messages.marketing messages.
Let’s get social…
© 2011 Thomas Marketing Consulting, Jessica Thomas
78% of consumers 78% of consumers trust the advice of trust the advice of other consumers*other consumers*
*According to Nielsen’s “Trust in Advertising”
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© 2011 Thomas Marketing Consulting, Jessica Thomas
A 2009 study by Razorfish found that A 2009 study by Razorfish found that 65% 65% of consumers of consumers report having areport having a digital digital experience that positively or experience that positively or
negatively changed their opinion about a brand. Of that negatively changed their opinion about a brand. Of that groupgroup, 97% , 97% indicated that their indicated that their digitaldigital experience experience
influenced whether or not they eventually influenced whether or not they eventually purchasedpurchased the the product from that brand. product from that brand.
These conversations are taking place, with or without a These conversations are taking place, with or without a
business’ participation.business’ participation.
Let’s get social…
© 2011 Thomas Marketing Consulting, Jessica Thomas
The ROI of social media is The ROI of social media is that your business will still that your business will still
exist and be relevant in exist and be relevant in five yearsfive years
Socialnomics.net
Let’s get social…
© 2011 Thomas Marketing Consulting, Jessica Thomas
4 Main Conversion Points4 Main Conversion Points1. Bring new business into a location (foot traffic)2. Bringing new customers in for service (if applicable)3. Keeping customers coming in for regular service4. Selling to your customers when they’re ready to buy
Let’s get social…
© 2011 Thomas Marketing Consulting, Jessica Thomas
Social StatsSocial Stats• Facebook tops Google for weekly traffic in the U.S.• If Facebook were a country, it would be the third largest in
the world• YouTube is the second largest search engine in the world
(now owned by Google)• 60 million status updates happen on Facebook daily• Faceboook users spend more than 700 Billion minutes per
month on Facebook• Everything you do in social media is documented on Google.
And those documentations affect your search engine optimization ranking in a positive way.
Let’s get social…
© 2011 Thomas Marketing Consulting, Jessica Thomas
Facebook has more than 800 Facebook has more than 800 Million Active Users!Million Active Users!
Source: www.kenburbary.com
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© 2011 Thomas Marketing Consulting, Jessica Thomas
549,360 Active Facebook Users549,360 Active Facebook Users
Estimated Reach•who live within 10 miles of Jacksonville, FL•between the ages of 16 and 64 inclusive
Source: www.Facebook.com
Let’s get social…
© 2011 Thomas Marketing Consulting, Jessica Thomas
“The Internet is instant. Social media is instant. And you have to
be ready to participate consistently, and in a meaningful way, if you
want to win.” -Jeffrey Gitomer
Author, Social Boom! How to Master Business Social Media
Let’s get social…
© 2011 Thomas Marketing Consulting, Jessica Thomas
Specific ROI to measureSpecific ROI to measure• Increase in lead generation• Increase in the percentage of internet leads
making the decision to purchase• Increase in foot traffic• Positive branding
Let’s get social…
© 2011 Thomas Marketing Consulting, Jessica Thomas
The Importance of Having a PlanThe Importance of Having a Plan• Six or 12 month online marketing strategy plan• Gives you focus• Tangible objectives and milestones• Specific deadlines and timetables• A baseline to measure success• Gives management a clear view of the progression
of the campaign
Let’s get social…
© 2011 Thomas Marketing Consulting, Jessica Thomas
How to Speak Social, Not Just SellHow to Speak Social, Not Just Sell• It’s all about people• Be conversational, don’t yell at your customers• Speak with them, not at them• Position yourself as a resource• Share information• Build your reputation• Learn to listen
Let’s get social…
© 2011 Thomas Marketing Consulting, Jessica Thomas
How to Speak Social, Not Just SellHow to Speak Social, Not Just Sell• Social networks encourage collaboration• People love giving their opinions, especially on
negative experiences• Information gets passed around much faster• Social networks contain a lot of information about
your customer• Understand your customers/community’s needs
Let’s get social…
© 2011 Thomas Marketing Consulting, Jessica Thomas
How to Speak Social, Not Just SellHow to Speak Social, Not Just Sell
• Say more with less• Limit yourself to one sentence, one thought• Social media is a pull system (Do not push)• Know your audience• Remember to bring value
Let’s get social…
© 2011 Thomas Marketing Consulting, Jessica Thomas
A Few Content “no, no’s”A Few Content “no, no’s”• Bathroom thoughts• Drunken inspirations• Angry retorts• Late night ramblings• If you’re having a bad day, avoid the “Send” Button• Politics• Controversial subjects
Let’s get social…
© 2011 Thomas Marketing Consulting, Jessica Thomas
FacebookFacebook
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© 2011 Thomas Marketing Consulting, Jessica Thomas
Let’s get social…
© 2011 Thomas Marketing Consulting, Jessica Thomas
Let’s get social…
© 2011 Thomas Marketing Consulting, Jessica Thomas
Let’s get social…
© 2011 Thomas Marketing Consulting, Jessica Thomas
FacebookFacebook• Don’t overpost• Ideal times• Diversify your posts • Share with others
Let’s get social…
© 2011 Thomas Marketing Consulting, Jessica Thomas
LinkedinLinkedin
Let’s get social…
© 2011 Thomas Marketing Consulting, Jessica Thomas
Let’s get social…
© 2011 Thomas Marketing Consulting, Jessica Thomas
LinkedinLinkedinTop 10 Strategies for a
Successful Linkedin Experience:
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© 2011 Thomas Marketing Consulting, Jessica Thomas
LinkedinLinkedin
1. Complete your profile
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© 2011 Thomas Marketing Consulting, Jessica Thomas
LinkedinLinkedin
2. Write to be read
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© 2011 Thomas Marketing Consulting, Jessica Thomas
LinkedinLinkedin
3. An extension of your networking
Let’s get social…
© 2011 Thomas Marketing Consulting, Jessica Thomas
LinkedinLinkedin
4. Follow-up is KEY
Let’s get social…
© 2011 Thomas Marketing Consulting, Jessica Thomas
LinkedinLinkedin
5. Post relevant content
Let’s get social…
© 2011 Thomas Marketing Consulting, Jessica Thomas
LinkedinLinkedin
6. Get involved in the conversation
Let’s get social…
© 2011 Thomas Marketing Consulting, Jessica Thomas
LinkedinLinkedin
7. Position yourself as a thought leader
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© 2011 Thomas Marketing Consulting, Jessica Thomas
LinkedinLinkedin
8. Recommendations
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© 2011 Thomas Marketing Consulting, Jessica Thomas
LinkedinLinkedin
9. Respond to everyone who communicates with you
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© 2011 Thomas Marketing Consulting, Jessica Thomas
LinkedinLinkedin
10. Develop a strong personal brand
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© 2011 Thomas Marketing Consulting, Jessica Thomas
TwitterTwitter
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© 2011 Thomas Marketing Consulting, Jessica Thomas
Let’s get social…
© 2011 Thomas Marketing Consulting, Jessica Thomas
Let’s get social…
© 2011 Thomas Marketing Consulting, Jessica Thomas
TwitterTwitter• 140 characters or less• What to post• Bit.ly• Images• @mentions• #Hashtags
Let’s get social…
© 2011 Thomas Marketing Consulting, Jessica Thomas
Google+Google+
Let’s get social…
© 2011 Thomas Marketing Consulting, Jessica Thomas
Let’s get social…
© 2011 Thomas Marketing Consulting, Jessica Thomas
Let’s get social…
© 2011 Thomas Marketing Consulting, Jessica Thomas
Let’s get social…
© 2011 Thomas Marketing Consulting, Jessica Thomas
Let’s get social…
© 2011 Thomas Marketing Consulting, Jessica Thomas
Google+Google+• It’s all searchable content• Think of what you post in regards to SEO• FindPeopleonPlus.com• Circles• +1 – recommend content
Let’s get social…
© 2011 Thomas Marketing Consulting, Jessica Thomas
FoursquareFoursquare
Let’s get social…
© 2011 Thomas Marketing Consulting, Jessica Thomas
Every location-based deal has to be at least as awesome as the Ben & Jerry’s special, which was 3 scoops of ice cream for $3, and the mayor gets an extra scoop for free.
Source: BostInnovation.com “Beyond the Checkin: A Look at the Future of Location Based Services”
Let’s get social…
© 2011 Thomas Marketing Consulting, Jessica Thomas
The Ben & Jerry’s RuleThe Ben & Jerry’s Rule1. Everyone can participate in the deal2. It’s a really valuable offer, the likes of which you
won’t find anywhere else3. Loyalty counts because there is still incentive to
become the mayor
Source: BostInnovation.com “Beyond the Checkin: A Look at the Future of Location Based Services”
Let’s get social…
© 2011 Thomas Marketing Consulting, Jessica Thomas
YouTubeYouTube• Second largest search engine• Owned by Google• The power of video• Keywords are key• Marketing products• Addressing customer service issues
Let’s get social…
© 2011 Thomas Marketing Consulting, Jessica Thomas
Let’s get social…
© 2011 Thomas Marketing Consulting, Jessica Thomas
A few Social Media “no, no’s” A few Social Media “no, no’s” • Do not link your social media accounts• Do not post the same message on all of your
social media accounts• Do not SPAM• Beware of games and apps that post to your
account• Do not be negative• Keep your audience in mind
Let’s get social…
© 2011 Thomas Marketing Consulting, Jessica Thomas
Questions?Questions?
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© 2011 Thomas Marketing Consulting, Jessica Thomas
Thank you!Thank you!Thomas Marketing ConsultingJessica Thomas, Owner904-651-7976
www.facebook.com/ThomasMarketingUSAwww.facebook.com/JessicaRThomas00 www.linkedin.com/in/JessicaThomas10
Twitter: @jessiet09