using social media to grow your brand and business
DESCRIPTION
"Using Social Media to Grow Your Brand and Business" was presented at the Illinois Technology Association (ITA) Crain's Small Business Week Event. You cannot ignore it – social media is unleashing a new world order on marketing and branding. Whether in the form of Facebook, LinkedIn, Twitter, Google+, YouTube, podcasts, blogs, RSS feeds, webinars or a host of other platforms, social media is having a profound impact on business’ ability to get the word out. But which tools do you use and how can you make sure you’re integrating them to realize the best return? In this presentation, Leslie Vickrey and Michelle Krier from ClearEdge Marketing examine how social media is changing how businesses interact with customers, prospects and the media. They walk you through real-world examples and help you discover ways that your business can successfully integrate social media into your core business, sales and marketing strategies. For questions or details email [email protected] or call 312.731.3149.TRANSCRIPT
Using Social Media to Grow Your Brand & BusinessOctober 6, 2011
Presented by:Leslie Vickrey & Michelle Krier
Confidential information.
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Q & A on Twitter
We want to hear from you!... Send us your questions or comments via Twitter,
and we’ll address them during this event Include the following hashtag #smallbizweek Your tweet will show up in our conversation, and
be open for the public to view—we look forward to replying to your messages from there
Also, follow us at: o @ITABUZZo @lvickreyo @michellekriero @clearedgemktg
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About ClearEdge Marketing
About ClearEdge Marketing Founded in 2006, ClearEdge is an award-winning marketing firm
headquartered in Chicago, IL Clients are professional services, software and staffing firms Operate on a unique and flexible outsourced marketing model
o Become virtual department on a monthly retainer or project basiso Special forces for internal marketing when bandwidth needs ariseo Offer growth companies an opportunity to invest in marketing without carrying the overhead of an
entire department
Team of strategic and tactical marketing professionals with experience managing global marketing operations
o Strategists, Project Managers, Writers, Designers, Developers
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Having a Little Fun: Social Trivia
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Having a Little Fun: Social Trivia
POLL
A. ALL IN: Profiles in numerous
networks, tweeting, blogging,
hashtagging, etc.
HOW “IN” TO SOCIAL MEDIA ARE YOU?
B. HALFWAY IN: Registered with several networks but usage is limitedC. BARELY IN: I rarely use social media in any form.
D. NOT IN: I do not use social media at all
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Social Social Media Media 101011
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Defining Social Media
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Social Social Media Media isis
big.big.+ If Facebook were a country it would
be the world’s 3RD LARGEST – Social Media Today
+ Social networks and blogs reach
80% of active U.S. internet users – Nielsen
+ Facebook’s user base is 2X’S THE SIZE of the U.S. population
+ Social networks and blogs count for
nearly a quarter of the time spent on the Internet in the U.S.
+4 Billion: pieces of information shared on Facebook each day
+10,000:number of YouTube brand partners
+381,576,305: number of Foursquare
check-ins in 2010
– Mashable Infographics 2011
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The POWER of Social Media
The individual AT THE CENTER of the world.
+ Power to edit and
create content
+ Tools to share and broadly distribute content and media.
+ Forums for easy, regular and low-cost communication and congregation
+ Regular, broad contact with networks of influence and networks that influence
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People Trust People78% of consumers
trust people (even strangers) over traditional marketing and
advertising.
CrowdSPRING
POLL
A. Facebook
Which of the BIG social media sites is your business on?
B. LinkedIn
C. Twitter
D. All
The BIG Three
1 2 3
POLL
A. 200 million
How many active users does Facebook have?
B. 600 million
C. 800 million
D. 1 billion
POLL
A. 200 million
How many active users does Facebook have?
B. 600 million
C. 800 million
D. 1 billion
+ Every month, more than 500 million people use an app on Facebook
+ More than 2 billion posts are liked and commented on per day
– B2B Online
+ More than 300,000 businesses have a Facebook presence
+ Average user: 130 friends, connected to 80 community pages, groups and events
The Stats…
Infographic Insights
– Infographic and Data Source: OnlineSchools.org 2011
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Facebook Marketing Examples
DO run contests – 12 comments re: winners…
DO respond to comments…
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Facebook Marketing Examples
DO engage your community…
DO utilize the photo strip to promote products…
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Facebook Marketing Examples
DO promote and encourage reviews…
DO run specials…
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Facebook Marketing Examples
DO take advantage of relevant mainstream media to drive traffic into the storefront (online or in person)…
DO build credibility, post pictures…
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Key Takeaways – Facebook
Make your page about something bigger than just your products or services
Give fans a reason to “like” your page (discounts, insider news, giveaways, contests, etc.)
Ask questions to increase engagement Monitor for customer service inquiries Find creative ways to keep fans on your page (games,
apps, videos, etc.) Ask fans to join your mailing list or register for deals Integrate across multiple marketing channels
The BIG Three
1 2 3
+ More than 120 million members in over 200 countries
+ B2B marketers cite LinkedIn as their most important social channel -B2B Online
+ There were nearly two billion people searches on LinkedIn in 2010
+ The world’s largest professional network
The Stats…
POLL
A. 2 per second
How quickly do professionals (new members) join LinkedIn?
B. 2 per every 30 seconds
C. 2 per minute
POLL
A.2 per second
How quickly do professionals (new members) join LinkedIn?
B. 2 per every 30 seconds
C. 2 per minute
Infographic Insights
LinkedIn March 2011
LinkedIn March 2011
LinkedIn September 2011
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LinkedIn Marketing ExamplesDO have employees link to your website and blog…
DO set up your company profile completely…
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LinkedIn Marketing Examples
DO try to demonstrate a common theme among employees
DO try to solicit recommendations for your products/services
DO set up the news feed for your company profile (blog, twitter, etc.)…
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LinkedIn Marketing Examples
DO ask questions to engage your community…
DO create actionable, targeted ads…
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LinkedIn Marketing Examples
DO take advantage of highlighting your company’s products or services…
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Key Takeaways
Fill out your company profile completely Have your employees link to your website Link content via applications (blog, Twitter feed, etc.) Post events – and invite connections Join groups and participate Ask for recommendations (and give recommendations!) Integrate across multiple marketing channels Consider advertising
The BIG Three
1 2 3
POLL
A. 10 million
About how many Tweets go out per day?
B. 50 million
C. 200 million
C. 100 million
POLL
A. 10 million
About how many Tweets go out per day?
B. 50 million
C. 200 millionC. 100 million
+ More than 200 million registered accounts
+ Twitter traffic (Tweets processed) has increased by 110% since January 2011
+ More than 100 million active users (logged in within the last month)
+ World’s biggest microblogging service
The Stats…
Infographic Insights
– Infographic and Data Source:Lab42 2011
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Twitter Marketing Examples
DO cross promote via multiple marketing channels…
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Twitter Marketing Examples
DO thank partners, promote contests, encourage participation
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Twitter Marketing Examples
DO live tweet/promote hash tags for events, post pictures
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Twitter Marketing Examples
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Twitter Marketing Examples
DO use Twitter’s advanced search to find people who meet the profile of your target audience
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Twitter Marketing Examples
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Key Takeaways
Grab your company name if you haven’t already Share information — promote your business, RT others,
respond Monitor customer service inquiries (and know how to look for
DMs, who’s tweeting your tweets, etc.) Use advanced search options to locate opportunities Integrate across multiple marketing channels Use a Twitter management tool (HootSuite, TweetDeck)
Social Media’s Branding and Marketing Opportunities
People are talking about your brand.
ARE YOU LISTENING?
Free Listening & Monitoring Tools
General+ Google Reader/Google Alerts + Social Mention and/or Alecta+ Feed Informer+ BackType Alerts
Blogosphere+ BlogPulse+ Technorati+ Google Advanced Blog Search+ IceRocket
Twitter+ Twilert+ Tweetdeck + Tweetbeep+ Twitter Analyzer
Facebook+ Facebook Search+ Openbook
Keywords you use on your website or in your
analytics
What to Listen For
Products and services
Company, leader and SME mentions
Causes you support
Your events/news/PR
Customer compliances, compliments, questions
Campaigns you’re managing
The competition
The things your customers, competitors, investors, etc. think you are doing right
Ways to improve – learn to look at negative social media feedback as a gift
Ideas for new promotions, products, services and events
What industry peers, leading thinkers and subject matter experts are talking about
What to You Will Learn
Listening in Action: B2C
• Blogger tries App, thinks it clunky• Writes a blog, posts a video • Stride social media team responds within a day• Kindly acknowledges issues and changes coming• Sends box of product• Blogger blogs story again to thousands• PR and brand win!
Listening in Action: B2B
• Listen for Leads program• Massive network of company blogs• Leading builder of SM analytics
ARE YOU SHARING?
How to Share
+ Post & Update: Sites, networks, groups and fan pages+ Blog: Identify SMEs, company voices and let them blog+ Diversify: Video, presentations, slide decks (SlideShare), articles, etc.+ Reward: Coupons, discounts, events, contests, congrats, etc.
Share the Content Followers WantWill it benefit them (learning, laughter, etc.?)
Be Authentic in Voice and ActivityUse one voice and make the content real
Update Frequently
Respond to Comments, Questions, Likes, etc.
Collaborate with Experts Good Content Comes from Good Partnerships
Best Practices in Sharing
Sharing in Action: B2C
• Built Social Community: HDTalking• Content comes from owners and users• Photos, jokes, parts and model advice• Mechanics on call 24/7
ARE YOU EXPANDING YOUR BRAND?
Leverage Alternative Social NetworksStake out new ground away from your competitors
Content SyndicationGet partners, industry groups, etc. to share and post your content
Create Dynamic Communities Bring experts, consumers, fans, etc. together under your brand banner
Create Fans by Engaging Genuinely & Creatively Invite to share, engage, play, visit, comment. Give an active role
Best Practices in Brand Expansion
Branding in Action: B2C
• Huge Twitter & Facebook Presence
• YouTube Channel• My Starbucks Idea – customers
share• Ideas in Action – employees
share
Branding in Action: B2B
+ Creation of interactive social network for promoting LED use, not the brand, company or its products
+ Includes blog posts, photo sharing, contests and humorous videos
ARE YOU GROWING YOUR BUSINESS?
Best Practices in Growing the Business
+ Treat Social Media Like a Lead Generation Tool+ Identify, listen to and engage prospects
+ Boost SEO and Search Rankings+ It’s competitive: without strong SM tools and presence it will be hard to
hold high SEO rankings and build traffic
+ Find New Customers, Maintain Old Ones+Create social sites and content that will attract potential customers
and keep existing ones engaged and loyal
+ Target, Target, Target+ Use social media sites and advertising tools to narrowly focus on key
audiences and improve marketing spend
What Are Small Businesses Doing?
– Mashable Infographic 2011
What Are Small Businesses Doing?
– Mashable Infographic 2011
In Action
+ Sr. Account & Business Development Executive
+ Joined LinkedIn, active in user groups
+ Goal: To promote events (and brand) on group sites+ Sample event
posting to promote Annual User Conference on industry group page
In Action
+ After 1 Posting:+ Two unsolicited
testimonials re: event
+ One prospect attended based on post
+ Another LinkedIn group member recommended an MK solution to a mutual client
In Action
Ready to Take Action?
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Identify and Target places where clients, prospects, industry experts, candidates and partners are meeting, interacting and networking.
Find Out What Is Being Saidby clients, candidates, alumni,
competitors, pundits, prospects, the media, etc.
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Build Presence on Key Sites
Begin with the sites that matter most for your business.
The BIG Three +
+ Industry & Niche Sites+ +
Identify & Leverage Team Members who can contribute thought leadership, industry
insights, community knowledge, fun engaging content, etc.
Measure & Monitor Use today’s myriad of free monitoring tools measure and analyze how you’re
doing.
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LessonsLessons LLearnearneded+ You can’t jump in. Listen, learn, target and engage
+Build communities with care. If you want to succeed you need the right audience
+ Measure for success
+ Engage employees for content and insight
+ Focus on quality not quantity
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Having a Little Fun: Social Trivia
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Having a Little Fun: Social Trivia
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It’s Your Turn…Questions? Comments?
Contact Us Anytime!
Leslie Vickrey, President of ClearEdge MarketingTel: 312.731.3149
Email: [email protected] Twitter: @lvickreyLinkedIn: www.linkedin.com/in/lvickreyFacebook: www.twitter.com/clearedgemktg
Michelle Krier, Sr. Director – Marketing & Social MediaTel: 414.617.3103
Email: [email protected] Twitter: @michellekrierLinkedIn: www.linkedin.com/in/michellekrierFacebook: www.twitter.com/clearedgemktg
Copyright ClearEdge Marketing
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Resources• http://www.nten.org/blog/2011/03/03/five-free-tools-social-media-listening-and-how-start-responding
- info on free social media listening tools• http://www.socialbrite.org/2011/01/11/guide-to-free-social-media-monitoring-tools/ - more notes on
social media listening tools• http://www.netwitsthinktank.com/marketing-and-communication/social-media-monitoring-in-30-minut
es-or-less.htm - social media - what to listen for
• http://www.emarketer.com/blog/index.php/case-study-ibm-drives-millions-dollars-worth-sales-leads-social-media/ - IBM listening for leads
• http://www.btobonline.com/apps/pbcs.dll/article?AID=/20110404/SOCIAL02/110409989 - CISCO case study – viral video
• http://mashable.com/2011/02/14/small-business-social-media-infographic/ - small business infographic
• http://mashable.com/2009/02/06/social-media-smartest-brands/ - smartest brands in social media article
• http://socialmediatoday.com/pammoore/239768/social-listening-done-right-stride-gum-case-study - STRIDE gum case study – listening in action
• http://barnraisersllc.com/?p=2460 –Harley Davidson case study• http://thenextweb.com/2010/01/11/starbucks-formula-social-media-success/ - Starbucks case study• http://www.toprankblog.com/2010/02/b2b-social-media-winners/ - CREE case study• http://www.scribbal.com/2011/09/infographic-how-small-businesses-utilize-social-media/ - Infographic
on social media strength• http://mashable.com/2011/02/07/strengthen-social-media-voice/ • http://adage.com/article/cmo-strategy/expand-brand-community-online/122867/• http://www.mindjumpers.com/blog/2011/09/facebook-marketing-techniques/