SOCIAL MEDIA & WHY IT MATTERS: PART 1CHESTER COUNTY CHAMBER

www.BadRhinoInc.comwww.BadRhinoRumblings.com

WHO IS BAD RHINO?

• Bad Rhino was founded in 2011• Office in Wayne, PA• Team of 15 Social Media Marketers• Clients locally and nationally• Complete Social Media Management, Consulting & training • Website: www.BadRhinoInc.com• Blog: www.BadRhinoRumblings.com

TRADITIONAL MEDIA VS. SOCIAL MEDIA

• Traditional Media:• One-way Conversation• Newspaper, TV, Radio, Billboards• Does not allow for instant interaction between

the business and community• Limited analytics

• Social Media:• Two-way Conversation• Facebook, Twitter, YouTube, Linkedin, Blogs,

Pinterest, Instagram, Google+, Vine• Allows for instant interaction and

engagement for the business, customers, and community

• Advanced analytics and real-time tracking

SOCIAL MEDIA STATISTICS

Your Customers Rely on Social Media• Over 1 Billion Users on Facebook (23% check their

account 5X or more per day)• 97% of consumers use social media when researching

local products and services• 53% of people recommend products, people, and

places in their tweets• 56% of customer tweets to businesses are ignored (this

is very bad!)• 90% of people trust online recommendations (only 14%

trust traditional advertising)• More than 5 million photos are uploaded to Instagram

every 24 hours

7 BUSINESS DRIVERS OF SOCIAL MEDIA

1. Enhance Branding & Local Awareness

2. Protect and Manage Reputation

3. Enhance Public Relations

4. Builds a Targeted and Loyal Community

5. Enhance Customer Service – 24/7 Constant Monitoring

6. Facilitate Customer Research

7. Drives Traffic/Sales

START WITH DEFINING YOUR TARGET COMMUNITY

• Age

• Male/Female/Both

• Location

• What are some other similar businesses that they may be following on social media – List 5-7

• Hobbies (particular sports, music, tv/movies, etc)

• Are they married, single, or does it not matter?

• Other random facts about your target market… get as detailed as possible

Assignment: Define your market and community. List out each bullet point

Important because it helps to determine content strategy, social advertisingmethods and keywords, and which social media channels to focus on.

FACEBOOK STRATEGY• Personal vs. Business Page

• Personal only allow maximum of 5,000 connections• Advanced Advertising & Apps for Business pages• Analytics only offered on business pages

• Daily Posts

• 1-2 Posts Per Day• Mix of Promotion & Engaging (content calendar)

• Pictures & Videos of office culture, team, services, before/after, testimonials.

• Engaging Questions to build the community (Fill in the blank, true/false, multiple choice

• Links to website, blogs, industry and company updates, etc.

• Facebook is your Social Hub & Community Center

• Respond back to each comment & question. Tag users in your response.

• Provide a great experience to mimic the great service they’d receive in person

• Optimization & Aesthetics

• Attention to the About Page with links• Update the Custom URL• Attention grabbing Cover Photo & Profile Image

Custom URL/FB Username: facebook.com/BadRhinoInc

What you don’t want: facebook.com/pages/bad-rhino-inc/7883773723834343

TWITTER STRATEGY• Personal & Business is the Same

• Post More on Twitter Than on Facebook

• 4-6 Tweets per Day• Up to 140 Characters• Use #hashtags

• “We offer #HVAC services in #WestChester. Have a question? Tweet us here or visit our website LINK”

• Mix of Promotional & Engaging Tweets• Engaging Questions to build the community (Fill in the blank,

true/false, multiple choice• Links to website, blogs, industry and company updates, etc.

• Use Twitter to Locate & Engage Potential Customers & Clients

• Enter search phrases or #hashtags• Tweet directly to people with an @mention AND follow them• Follow your competitors followers

• Optimization & Aesthetics

• Optimize bio with keywords & link to website

FACEBOOK CONTENT EXAMPLES

• Great Picture• Simple True or False• Call to Action at the End• 302 Comments• 152 “likes”• 5 Social Shares• 5,390 Viewed the Content• The post puts the image of thesandwich in the viewers mind, without saying “WE HAVE HOAGIES,come try them now!

Sell Without Selling

Engaging – Fill in the Blank Sale Inquiry Below

Social Coupon Example

• Promotional Coupon Post with a CALL TO ACTION

• Each person commenting asked for the coupon

• Bad Rhino sent a link to each person that requested a coupon, driving them to enter their email address to claim their coupon

• Coupon posts are great for weekly content.

• 135 Shares• 425 “likes”• 57 comments• Amazing exposure for the community

EXAMPLES OF LOCATING CUSTOMERS ON TWITTER

Location Search - Springfield

Lead Gained Through Targeted Following

Relationship Building & Company Name Monitoring

Develop Your Content Calendar

• Come up with different content categories. Rate by importance.

• Engaging Content/Community Interest (Jabs)• Fill in the blanks, multiple choice, questions

• Promotional Content – Why you? (Right hook)• Content should be planned out weekly or monthly

Assignment: Define 7-10 Content Categories

WHAT TO EXPECT FOR PART 2?

• How to Manage Your Community without Losing Your Mind• Tools• Time Management

• Advanced Customer/Client Location Strategies• Social Advertising• Twitter Follower & Keyword Tools• Social Contests/Promotions

• Social Media Analytics• What to measure• Social Analytics Tools

QUESTIONS?

Rich@BadRhinoInc.com

Marty@BadRhinoInc.com

http://badrhinoinc.com

http://badrhinorumblings.com