starting fresh with social media
DESCRIPTION
Trevor Jones of GWI spoke to Social Media Breakfast Maine about starting fresh with social media marketing in 2013.TRANSCRIPT
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Starting Fresh in Social MediaJanuary 25, 2013
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Introduction
• About Me– Director of Marketing and Product Development for GWI– Telecom marketer since 1997– @trevorjones71– linkedIn.com/in/trevordjones– Passions: Outdoors, technology, social media, music
• About GWI– Maine based since 1994, based in Biddeford– Internet access, phone service, cloud computing for home and business– Serving 60 communities statewide – www.gwi.net– @gwimaine– youtube.com/gwimaine– facebook.com/GWIInc
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Why Use Social Media?
• It’s where your customers are– 56% of people use social networks
• Engage with your customers– They talk about you whether you listen or not– Reviews and sentiment impact sales– You can turn a bad situation around
• Be a thought leader– Share content– Educate, inform, influence
• Improve your site’s performance in search– Blended search– Social search
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What’s Blended Search?Google only allows any given site two listings in organic results, but with photos and videos you can dominate page 1 of Google.
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What’s Social Search? • 71% of customers report
that a recommendations from friends exert a great deal of influence in purchases.
• 90% trust online recommendations from people they know.
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Before you Begin
• Know your customer!– Do some research– Develop buyer personas
• Develop your goals– Why are you doing this?– Be S.M.A.R.T.
• Be committed– Social media requires at least
an hour a day from YOU!
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Which Networks?
• Facebook– 800 million active users– Drives the most purchase actions– Facebook users spend the most time on site
• Twitter– 200 million active users– Tend to be more frequent posters
• LinkedIN– 160 million active users– Generates the best quality leads for B to B
• Google+– 100 million active users– Integration with Google search, Picasa, etc.
• YouTube– 800 million monthly unique visitors– Second most used search engine
• Pinterest– 23 million monthly unique visitors– Drives the second most purchase actions (21%)
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Getting Set Up
• Secure your profile/page names– http://namechk.com checks availability on multiple sites at once– Reserve your name by setting up accounts
• Set up your profiles– Take advantage of all the space they give you– Photos are important – choose carefully– Consider SEO– Link back to your website.
• Integrate with your web site– Links to social profiles– Social media sharing widgets on your content
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Now What?
• Start by listening– Engage where appropriate– Be responsive
• Get some content– Curate and share other’s content – Contribute value!– Write a blog– Photos and video– Be consistent
• Share content– Entertain, inform, educate– Share 10 times between sales messages
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The Value of Being Responsive
1.
2.
3.
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The Value of Being Responsive
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Building An Audience
• Basics– You’ve already taken the first step – you’re posting!
• Choose engaging content that will draw likes and comments
– Get your employees to like your company page– Share with your Facebook friends– Link from your website and other social profiles– Share via your email list, voicemail system, etc.
• Next steps– Facebook ads– Contests/sweepstakes
• Consider: Will these be engaged followers?
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Building An Audience
• Basics– Follow people and businesses relevant to your customers
• Participate in conversations• Retweet
– Start tweeting!• Choose engaging content that will be retweeted• Use #hashtags to join relevant conversations (Use saved searches)
– Get your employees to follow you– Link from your website and other social profiles– Share via your email list
• Other methods– Promoted Tweets– Contests/Sweepstakes
• Will these be engaged followers?
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Two Helpful Social Media Apps
• Both Enable:– Organizing, monitoring, and scheduling posts on multiple networks– Offer free and paid versions– Apps generally harm your Facebook EdgeRank
• Hootsuite– Largest number of networks.
• Facebook, Twitter, Google+, LinkedIN, Foursquare, MySpace, WordPress, Mixi
– Analytics (basic for free, enchanced extra)– RSS Integration– iPhone and iPad – Share responsibilities with teams using paid version
• Tweet Deck– More options for sharing images, link shortening services– Owned by Twitter, more like the native Twitter interface– Only one Facebook account – No iPad app
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Measuring Success
What to measure• Audience size
(likes/followers)• Sentiment • Engagement (people
talking about and interacting with your page/profile).
• Conversions (leads)• Sales ($$)
How to measure• Track in Excel
• Socialmention.com• Analytics tools
– Facebook insights– Hootsuite analytics– Google analytics
• Links and tagging• CRM and Closed-Loop
Reporting
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THANK YOU!
Questions?