social media marketing building trust & credibility using social media

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SOCIAL MEDIA MARKETING BUILDING TRUST & CREDIBILITY USING SOCIAL MEDIA

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Social Media marketing building trust & credibility using social media . Most common question about social media marketing (smm): Should my business do it?. Probably. “IN BUSINESS” = selling a product or service. - PowerPoint PPT Presentation

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Page 1: Social  Media  marketing building trust & credibility using  social media

SOCIAL MEDIA MARKETING

BUILDING TRUST & CREDIBILITYUSING SOCIAL MEDIA

Page 2: Social  Media  marketing building trust & credibility using  social media

MOST COMMON QUESTION ABOUT

SOCIAL MEDIA MARKETING (SMM):

SHOULD MY BUSINESS DO IT?

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PROBABLY.

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“IN BUSINESS” =

SELLING A PRODUCT OR SERVICE

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MARKETING=

THE PROCESS OF COMMUNICATING THE VALUE OF A PRODUCT OR SERVICE FOR THE PURPOSE OF SELLING THAT PRODUCT OR SERVICE.

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WHAT IS SOCIAL MEDIA MARKETING?

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SOCIAL MEDIA MARKETING=

USING SOCIAL MEDIA VEHICLES TO COMMUNICATE THE VALUE OF A PRODUCT OR SERVICE

FOR THE PURPOSE OF SELLING THAT PRODUCT OR SERVICE.

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WHY USE SOCIAL MEDIA AS A MARKETING VEHICLE?

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SOCIAL MEDIA AFFORDS EVEN THE SMALLEST BUSINESS A LOW COST, RELATIVELY EASY-TO-USE ENTRY POINT INTO THE WORLD OF MARKETING

SMM “PUSHES” MESSAGES OUT LIKE TRADITIONAL MEDIA DOES, BUT ADDS THE ELEMENTS OF “PULL” & DIRECT INTERACTION WITH THE CONSUMER

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DISCLAIMER: THERE ARE BUSINESSES WHERE IT IS NOT APPROPRIATE TO CONNECT DIRECTLY WITH CUSTOMERS/CLIENTS “SOCIALLY”

EXAMPLES:LAWYERS

MEDICAL PRACTITIONERSBUSINESS COACHES

PS: THIS DOESN’T MEAN THESE BUSINESSES CANNOT BENEFIT FROM SOCIAL MEDIA

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SMM CAPABILITIES BROAD IN SCOPEBRANDING

CALL TO ACTIONDIRECT SELLING

PUBLIC RELATIONSWORD OF MOUTH

VISUALLY SHOWCASE PRODUCTS

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ADDITIONAL SMM CAPABILITIESINDUSTRY THOUGHT LEADER

RECRUIT TALENTNETWORK WITH COLLEAGUES

RESEARCHCONNECT WITH PARTNERS

COMMUNITY/CAUSE OUTREACH

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OK. I WANT TO DO SMM, BUT:

1. WHICH SOCIAL MEDIA VEHICLES ARE BEST FOR MY BUSINESS?2. WHAT SHOULD I POST?

3. I DON’T HAVE THE TIME!

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1. WHICH SOCIAL MEDIA VEHICLES ARE BEST FOR MY BUSINESS?

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FOR MOST B TO C – START WITH

FACEBOOKTWITTERGOOGLE+

++WORDPRESS BLOG++(YOUTUBE IS ALSO MASSIVE – BUT YOU NEED VIDEO CONTENT WHICH CAN BE TIME PROHIBITIVE)

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SECONDARY VEHICLES FOR B TO C

DEPENDS ON: WHAT KIND OF BUSINESS YOU ARE IN

RETAIL FURNITURE: PINTERESTRESTAURANT: FOURSQUAREMOVIE THEATRES: MY SPACE

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FOR B TO B - START WITH

FACEBOOKTWITTERGOOGLE+

+LINKED IN

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SECONDARY VEHICLES FOR B TO B

DEPENDS ON: WHAT KIND OF BUSINESS YOU ARE IN

VIDEO PRODUCTION: YOUTUBE, VIMEOCORPORATE INCENTIVES: PINTEREST, YOUTUBE

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USE SMM - GIFTS WITH PURCHASE:

SMM IMPROVES SEO (WEBSITE GETTING FOUND)

FORCES YOU TO STAY FRESH ON THE LATEST PRODUCTS, INFORMATION AND TRENDS IN YOUR OWN INDUSTRY.

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2. WHAT SHOULD I POST?

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DON’T JUST PROMOTE!

BUILD TRUST AND CREDIBILITY BY PROVIDING VALUE TO THE PEOPLE WHO HAVE GIVEN YOU PERMISSION TO TALK TO THEM BY FRIENDING & FOLLOWING YOUR BUSINESS.

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V – VALUABLE & VISUAL. PROVIDE HIGH-VALUE CONTENT AND ADD VISUALS. FREE E-BOOKS, BREAKING NEWS IN YOUR INDUSTRY, HOW-TO GUIDES, SPECIAL OFFERS/DISCOUNTS.A – ARTICULATE. REPOSTING IS FINE, BUT GIVE YOUR OPINION OR ADDITIONAL INFORMATION, PERHAPS LOCALIZED, ABOUT THE TOPIC YOU ARE POSTING ABOUT. L – LEAD. BE A THOUGHT LEADER. POST TRENDS, STATS & PREDICTIONS. PEOPLE WANT TO BUY FROM COMPANIES AND PEOPLE THAT ARE UP TO DATE AND KNOWLEDGEABLE ABOUT THEIR PRODUCTS AND INDUSTRY. U – UNDERSTAND. SEEK TO UNDERSTAND YOUR CUSTOMERS BY ASKING QUESTIONS (POLLS & SURVEYS WORK GREAT) & RESPONDING TO COMMENTS – EVEN IF JUST A THANK YOU. E – ETHICAL. ENGAGE, ENTERTAIN & EDUCATE IN AN ETHICAL MANNER. HAVE A SOCIAL MEDIA POLICY - VISIT SOCIALMEDIA.ORG FOR AN EASY TO USE TOOLKIT.

POST HIGH VALUE SOCIAL MEDIA CONTENT

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WHERE TO FIND CONTENT/IDEASSOCIAL MEDIA SITES

GOOGLE SEARCHYOUR VENDORS’ SITES

INFORMATION & NEWS AGGREGATORSCOMPETITORS WEBSITES AND PAGES

MARKETSHARE MASTERS SITES ***WHAT GOT ME?!***

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3. I DON’T HAVE THE TIME!

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BLOG POST: TRAINING WHEELSHI MY NAME IS AMBER – THE SOCIAL MEDIA MANAGER AT MARKETSHARE MASTERS. I AM WRITING THIS BLOG POST BECAUSE, LIKE WITH MANY BUSINESSES, OUR OWNER LONI IS FINDING IT DIFFICULT TO MAKE THE TIME TO DO IT – ONE OF THE MANY REASONS BUSINESS OWNERS END UP NOT UTILIZING SOCIAL MEDIA MARKETING.OUR SUGGESTION IS: ASK FOR HELP!THE HELP CAN BE FROM EITHER INSIDE OR OUTSIDE YOUR ORGANIZATION, AND IT CAN TAKE JUST AN HOUR OR TWO A WEEK TO KEEP UP WITH ONCE YOU GET THE HANG OF IT.MAYBE THE REAL REASON YOU’RE NOT MAKING THE LEAP INTO BLOGGING IS DUE TO FEAR. MAYBE YOU ASK YOURSELF QUESTIONS LIKE:“WHAT IF I SAY OR WRITE SOMETHING STUPID?WHAT IF I CAN’T KEEP UP WITH IT?HOW DO I DO IT IN THE FIRST PLACE?”HAVE NO FEAR!LOOK AT IT LIKE RIDING A BIKE. GET YOURSELF SOME HUMAN ”TRAINING WHEELS” TO START. SOMEONE TO HELP SHOW YOU THE ROPES. MAYBE EVEN MAKE YOUR FIRST FEW POSTS FOR YOU.THEN WHEN YOU’RE READY…TAKE THE TRAINING WHEELS OFF (OR MAYBE JUST TAKE ONE OFF TO START!)

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SMM EFFICIENCY IDEASGET HUMAN “TRAINING WHEELS”. THANKS TO TECHNOLOGY – YOU CAN ADD A SMM SPECIALIST TO YOUR TEAM - VIRTUALLY - FOR AS LITTLE AS 30 MINUTES A WEEK (BBB OR FREELANCE SITE)USE NEWS AND INFORMATION AGGREGATORS/FEEDERS (ZITE), THEN CURATE THE INFORMATION

FOR YOUR AUDIENCE. RE-POST AND ARTICULATE.

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SMM EFFICIENCY IDEAS USE SMM MANAGEMENT TOOLS TO SCHEDULE POSTS & SPEAK TO MULTIPLE AUDIENCES AT ONCE

(HOOTSUITE)BREAK DOWN YOUR BLOG POST INTO BITS AND RE-POST PIECES – OR CREATE SHORT VLOGS (FLIP CAMERA) USE “REGULAR FEATURES” ON YOUR PAGES. WE GENERATE HIGH VOLUMES OF GRAPHIC DESIGNS, SO WE DO

A REGULAR “ALL-STAR CLIENT” FEATURE USING A TESTIMONIAL AND A GRAPHIC

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FINAL THOUGHT #1:REMEMBER THE GOAL OF MARKETING & DON’T WASTE YOUR SOCIAL MEDIA ACTIVITY! CAPTURE LEADS VIA OPT-IN FORMS AND THEN NURTURE THE DICKENS OUT OF THEM. GIVE CUSTOMERS CHOICES ABOUT HOW THEY PREFER TO BE COMMUNICATED WITH.

E-MAILDIRECT (SNAIL) MAIL

TEXTING (SMS)

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FINAL THOUGHT #2:

YOU’RE NOT LATE IN THE SMM GAME.FACEBOOK LAUNCHED IN 2004 AND THE SOCIAL MEDIA MARKETING ERA IS ONLY ABOUT 5 YEARS OLD.

START NOW AND YOU’LL ACTUALLY BE ABLE TO TELL THE GRANDKIDS YOU WEREA PIONEER IN SOCIAL MEDIA MARKETING.

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THANK YOUand good luck with your

Social Media Marketing!