social media for business / how to manage social media in two hours a day

Social Media for Business

About Tin Cans Unlimited

Marketing Solutions for a World Without Strings™

• We are a full service marketing agency – print, broadcast, web, PR, social media, e-commerce

Socialnomics - Erik Qualman

http://youtu.be/zxpa4dNVd3c

Overview

• Social Media Defined• The Social Media Channel• Social Media Properties• Integrated Social Media Stream• Social Media Strategies to Support

Business• Question and Answer Session


Social Media Defined

SOCIAL MEDIA IS MARKETING

• The purpose of marketing is:• Communicate, demonstrate and invite• Communicate your value proposition• Demonstrate that you can deliver• Invite people to engage further



• Community– It’s all about relationships

• Dialogue– It’s a two-way conversation



• Parallels between Social Media & Community Associations– Thoughtful Participation– Leadership– Communication– More



• Voluntary– Your audience is not captive– You are not intruding, you have been invited– You can be disinvited so…– Be a good guest



• Value– No value, no audience– Why do you invite certain people to a party?

• Humor?• They are interesting?• Well informed?

– Who do you NOT?



• Both a visual and verbal media– Link to web content – mostly text– Photos & Albums

• Pinterest and Facebook

– Memes– Videos



• Social media’s power is in its viral nature– People voluntarily sharing your message– Double-edged sword

• People will complain sooner than compliment• You can lose big on social media

– Opportunity to show customer service!



• A marathon, not a sprint– Social media will pay off, but it takes

time

• A garden, not a factory– Great social media cannot be

manufactured



• An enormous waste of time?• It can be – but not to you• You have to be where your customers

are• People like to buy from people they

like• Support your total marketing strategy



Questions?


The Social Media Channel


• In marketing, a channel is any venue you use to communicate your value message

• Social media is a marketing channel



•Email, blog, Facebook…are properties•Support a community of common interests•Promote interaction with audience•Drive users to your website


•Audiences can be wildly different•Age, rate of participation, loyalty•Your mileage may vary


•Communicate value messages to interested audience•Give users tools to advocate on your behalf•Promote Top of Mind Awareness

The Importance of TOMA

• Good Top of Mind Awareness means you are first when customer comes to a point of need

• Social media helps you participate all along the sales cycle

• Bad TOMA has the opposite effect


The Importance of TOMA

What do I put in our Social Media Stream?

The Valuable Message

• Links to content of interest to your audience– Industry blogs– Memes– Video

• Links to content you have created– Your blogs, memes and videos

The Valuable Message - Links

Where to get Links• Search alerts – can be turned into

an RSS• RSS feeds from favorite blogs• YouTube• Share, retweet, pin it

The Valuable Message

Repetition = Engagement = Retention

• Only a percentage of your audience will see your message on any given channel

• Start early• Post often• Not just OK to repeat – it is

necessary

RSS=Real Simple Syndication

Picture = Good for Facebook

RSS=Real Simple Syndication

• Feedly Pro to keep up with relevant content

• HootSuite Pro to schedule posts

=+

YouTube Share

Click “Share”

Copy/Paste to Share

Blogging – Your Message

Use a good blogging platform• Blogging helps with search

engine ranking• Gets your message out• Allows people to share your

message


• Most content management systems have a blog component

• Use Blogger, Typepad or Wordpress.org if you must

• Much better to have on your domain/site

• You can drive and control conversions


• Testimonials• Situation, action, result stories• Your expert opinion on an

industry issue, change, innovation, etc.

• Events


Event

InformationalPost


Posted in Timeline

Note Image


• Brainstorm stories• 3-500 words – MAX• Use lots of keywords• Short, stubby sentences• Good grammar


• Do not review your own work• Hire a writer• Reuse for other marketing

efforts


• Ideal to have blog comments use Facebook

• Is your website mobile friendly? • Traffic from phones and tablets

exploding

Photos

• Perfect to show off your events & projects

• Show people having fun at an event

• Upload to Facebook, Pinterest, blog galleries

• Link to from Twitter, Linked In

Memes

• Photos that contain a message• Usually something humorous or

clever

Memes

Branded

Memes

Timing level = Epic

Photos & Memes

• Make someone responsible on the job site for photos

• Make your own memes using meme generator or Pixlr.com

Video

• A great way to “show, not tell”• Audio quality more important

than video quality• Keep it short, simple• Slideshow with good audio will

work fine

Video

>12,000Views in 2

years

How much to have 12,000 voluntarily see your message?

Video

• Postage for 12,000 HomesEDDM (.16c/home) - $5520.00

• Trade Show? Booth, staff, display…

• Works while you sleep• Worth professional effort

Video

• YouTube for videos you want shared

• Vimeo allows for more control over access

Social Media Properties


Facebook• Single largest social media

network• Personal and business pages• Targeted advertising available

Facebook Page Components

Custom URL

Cover

Profile Image

“Like” Button

Invite Friends


Image

Post

Comment


On the Timeline

Image

Comments appear under posts

COMMENTS!?

• You can prevent people from commenting on your page

• You cannot keep people from commenting on their own timeline

• Do Not Panic• We will discuss comments in

greater detail


Facebook Advertising• CAI Heartland Trade Show• 22,000 audience members in

service area with related keywords

• Reached 10,000+• 410 clicks to Website• Online registrations


Twitter• Microblogging - 140 Characters• Make announcements• Engage “thought leaders”• Younger moving to Twitter

Twitter Components

Twitter Handle

Custom Background

Profile Picture

Following/Followers

Twitter Components

Twitter Handle

Tweet

Profile Picture

Hashtag

Shortened Link

Hashtag Grouping


Twitter• Not a high performing channel

for this audience• Worth doing if done at the

same time as other channels using a tool like Hootsuite


YouTube• Post short, meaningful videos• Can be embedded into website,

posted to Facebook and tweeted

YouTube Channel Components

Channel Name

Profile Image

Videos

Title & Description

YouTube Channel Components

Description

URL

Keywords

Category


> 420Views Since April 2013

More people have seen the video than attended the original seminars


Expert Videos• Business partners deliver a

short video on a topic of interest to community managers

• Content is not a commercial for business partner…

• …but business partner is seen as expert


Website/Blog• The hub for all marketing

efforts• Library of content for social

media streams• Where “conversions” take place

Conversions

Conversions are when a web user does what you want them to.

Website/Blog Components

Header

Navigation

Title

Article

Illustration

Comments

Email Sign-Up

Website/Blog Components

Event

Registration

Pay Online


Email Newsletters• Extends reach of social media

efforts• Easy to monitor results• For audiences that skew older


Email Newsletters• Excellent conversions• Drive traffic to website & social

media properties• Our email campaigns run at an

average 28% open rate


Email Newsletters – Open Rate• 28% Open = 62% Not Open• “I didn’t receive your email” =

“I missed it”• REPEAT YOURSELF!

Email Newsletter Components

Social Links

Header

Article

Opt Out

Forward to a Friend

Link back to Website

Illustration


Linked In• Professional networking• Send messages to business

colleagues• Find talent


LinkedIn• Business and professional

pages• Maintain your personal,

professional brand

LinkedIn - Personal

Profile Image

Contact Info

Posts

Background

LinkedIn - Personal

Recommendations

To get recommendations, give recommendations


LinkedIn - Personal• Every time I log in, I click a

bunch of endorsements• I write recommendations

regularly• Update your Linked In feed

regularly


LinkedIn - Business• Very similar to personal profile• Can add products and services• Should be thorough


LinkedIn - Business• Lends legitimacy to your

enterprise• A great way to find talent

LinkedIn - Business

Logo

Photo

Posts

About Your Company

LinkedIn - Business

Products and Services

Image

Description

Recommend


Pinterest• Photo & video sharing site• Overwhelmingly female users• A great way to drive traffic to

your site – if your site has nice pictures

Pinterest

Add a pin here

Click on image

Pinterest

Photo added from Website

Image links to source web page

Adds your web address

Comments


Pinterest• Your web site needs to support

robust images for maximum benefit


Google Places• Maintaining requires a Google

Plus Account• Requires getting a call or

postcard to begin managing


Google Places• Be thoughtful about how you

claim it – cannot change the master email used for a Places entry


Google Places• Post photos• Hours of operation• Map• Reviews


Google Places• Phone• Web Address• Info shows up on Google Maps –

including mobile version

Google Places

Map

Profile Image

Photos

Reviews


Private Community Sites• Excellent for forging a tight

community• More control over content,

features, membership


Private Community Sites• Can function as both a web

page and social network• Good for groups with a

critical mass

Private Community Sites

Combination website and Social Media Platform

Members

Video

Conversations

Members Only

Social Media Integration


• Social media should be part of all your marketing efforts

• Ask “How can this be augmented with social media?”


• Include links to social media properties in print

• Collect email addresses – ask for business cards & scan them

• Email sign-up is a conversion! Set goals and quotas


• Always include web address• Create a landing page for

promotions to track effectiveness– YourDomain.com/promo– Monitor traffic– Use “UTM” codes or equivalent


• Mention web address in radio spots – make web-only offers

• Feature web address prominently in TV/cable spots

• Consider broadcast-only version of your domain


CAI 2014 Trade Show• Ran ad in direct mail magazine• Spike in traffic on publication

dates• Coordinated with Facebook ad

campaign• Huge upswing in attendance!

Social Media Best Practices


• Social media should be part of all your marketing efforts

• Consistency is key


• Should be “owned” by someone• Use a social media management

tool like Hootsuite


• Can be supported by multiple administrators

• Must be monitored for customer service opportunities


• Set goals, create and follow a strategy

• LinkedIn requires an email from a domain for a business page


• Google Places requires a Google Plus account

• Use [email protected] for setting up social media properties

COMMENTS!!

• A soft answer turns away anger• Be painfully polite – let the

complainer be the jerk

COMMENTS!!

The Solution to Pollution is Dilution

Social Media In 2 Hours Per Week


• Review RSS Feeds• Use Hootsuite to schedule a

week’s worth of social media posts

• Twitter, LinkedIn sent the same post and time


• Monthly, brainstorm blog post stories

• SAR Stories• Inspiration is everywhere – just be

patient


• Blog every other week• College essay model– Thesis– Support– Conclusion

• Add gallery posts (for Pinterest)


• Newsletter every other week• Email subscribers get first look at

upcoming blogs – about 2 weeks• Spend about 45 minutes

administering email newsletter


• Post albums to Facebook & Blog• Link photos to Pinterest from

Website• Make memes from interesting

shots


• Web video is the killer app• Set aside two days every quarter

to shoot and edit• Consider professional help with

scripting & shooting

Conclusions

• Social media is not a fad – Enormous potential

• Your firm is very likely already part of the social media sphere – who controls your message?

• Done well, social media can provide great benefit over the long haul

Contact Tin Cans Unlimited

[email protected]

(717) 454-4004

http://www.tincansunlimited.com/

mailto:[email protected]