the digital handshake: proven strategies to grow your business using social media
DESCRIPTION
This presentation mirrors the content of my new book, The Digital Handshake: Seven Proven Strategies to Grow Your Business Using Social Media, published by Wiley and available at Amazon and all leading bookstores.TRANSCRIPT
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THE DIGITALHANDSHAKEProven strategies to grow your business using social mediaPresented by Paul ChaneyInternet Marketing Director, Bizzuka
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Agenda• Adopting a social media
mindset
• Using the social media toolset
• Creating a social media engagement plan
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Five consumer trends turning the world upside down
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1. Consumer skepticism andresistance to advertising
Five consumer trends turning the world upside down
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Influence of word of mouth (mouse)
1977
Editorial 47%
Advertising 53%
Word of Mouth 67%
The website 8%
Advertisement 15%
Newspaper/Magazine recommended it 22%
A friend recommended it 76%
Which factors make you most comfortable purchasing a product? Mediaedge
Best source for adviceon a new product:Yankelovich
Television 21%
Newspaper/Magazine 26%
Info services (e.g. Consumer eports) 35%
Another consumer 67%
Among best sources for new ideas about products:NOP
2005
Editorial 40%
Advertising 50%
Word of Mouth 92%
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The Insurgent Consumer
• By a 3 to 1 margin, people are far more likely to trust “average people like me”
• 67 percent of consumer goods sales are based on WOM (Word of Mouth)
• Consumers trust WOM recommendations far more than they trust traditional marketing and advertising
• People would rather hear about real experiences and perspectives than “marketing-speak”
Source: Edleman
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From BOND…
…to BOURNE
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1. Consumer skepticism and resistance to advertising
2. Media fragmentation is out of control
Five consumer trends turning the world upside down
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+ +
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274
3000Daily advertising messages…
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1960s… fewer ads… REACHED MORE PEOPLE… with undivided attention
2009… more ads… REACH FEWER PEOPLE… paying less attention
13, 500 radio stations… 4400 in 1960
17, 300 magazine titles… 8400 in 1960
82.4 TV channels per home… 5.7 in 1960
And the web… millions of sites, billions of pages
Percent of viewers who could name a brand advertised on TV program just watched:
1965= 35% 2000 =
<10%
ATTENTION ECONOMY
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Information Overload
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1. Consumer skepticism and resistance to advertising
2. Media fragmentation is out of control
3. Increasingly the consumer is in control
Five consumer trends turning the world upside down
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Hey, did youhear about thatnew restaurant?
I heard theseafood wasgreat!
When can we go?!!
SMS
Blogs
Tell meabout it.
SocialNetworks
Forums
Wikis
Podcasts
Video
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Five consumer trends turning the world upside down
1. Consumer skepticism and resistance to advertising
2. Media fragmentation is out of control
3. Increasingly the consumer is in control
4. The pressure is on to improve targeting – to achieve relevance and minimize waste
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MarketableNiche
MarketableNiche
MarketableNiche
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1. Consumer skepticism and resistance to advertising
2. Media fragmentation is out of control
3. Increasingly the consumer is in control
4. The pressure is on to improve targeting – to achieve relevance and minimize waste
5. Companies held to new levels of accountability
Five consumer trends turning the world upside down
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Seen 5 million times in 1 month
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1. Consumer skepticism and resistance to advertising
2. Media fragmentation is out of control
3. Increasingly the consumer is in control
4. The pressure is on to improve targeting – to achieve relevance and minimize waste
5. Companies held to new levels of accountability
Five consumer trends turning the world upside down
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What’s a marketerto do?
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Start aCONVERSATION
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TOOLS
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Copyright © Brian Solis and Jess5 www.conversationprism.com
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Social Media: Mindset & Toolset
Authenticity
TransparencyOpenness
Spread
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It’s not so much about TECHNOLOGY
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Social media is about PEOPLE
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“First it’s an understanding that social media is about sociology and less about technology. It’s a mashup of new and traditional media that spans across advertising, PR, customer service, marcom, sales, and community relations.”
Brian Solis – PR 2.0
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Social media is the democratization of information, transforming people from content readers into content publishers.
It is the shift from aone-way broadcast mechanismto a many-to-many model, rooted in conversations betweenauthors, people, and peers. (Wikipedia)
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“MARKETS are CONVERSATIONS”
“PARTICIPATION is MARKETING”
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We no longer simply TARGET AUDIENCES, we PARTICIPATE in COMMUNITIES.
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Information has to be “Findable” and “Shareable”
Search Social
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Every Voice Matters
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Some Voices Matter More Than Others
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WOM is More Important Now Than Ever
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7/29/09 Listening is the New Marketing
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Lose Control of Your Content
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“For your ideas to spread and rise to the status of a World Wide Rave, you’ve got to give up control. Make your Web content totally free for people to access, with absolutely no virtual strings attached.”
- David Meerman Scott, author, World Wide Rave
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More “Shared Connections,” Less “Destination Silos”
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Skittles.com Bold Experiment
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Website
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Operating System of the Social Web
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http://sn.im/twitterebook
Twitter is the New Email
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It Doesn’t Have to be Expensive
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The Way the Web Works…Today
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TOOLS
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Social Media Headquarters
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Search engine marketingDirect communicationsRelationship marketing
Brand buildingCompetitive differentiation
Positioning as expertMedia and public relations
Exploiting marketable nichesLead generation
Internal communications
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Better
Listings
On
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PRINCIPLE:Frequently-updated,Keyword-optimized,
Thematically-relevant posts= Better Returns on Google
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Blogs allow organizations to…• Reach new audiences and build a loyal web following • Give your company its own unique voice on the web• Provide a place to collect and share ideas• Engage your customer in conversation• Get customer feedback• Enable a dialog between you and your customer
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“It’s become an expectation that if you have a business, you havea blog. Consumers are looking to find a community around your service. They’re looking to have conversations with you about the products they’re using.” – John Jantsch, Duct Tape Marketing
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"Anything which can get the right info to the right people at the right time, empower your company to become a thought leader, and let you know what your customers and the industry are thinking about you in real time is something that has massive value.“
– Jeremy Wright, CEO, b5media
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Three Types of Blogs• Personality (CEO, C-level execs)• Company (News and Events)• Topically-focused (SEO)
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After much personal research and experience, I've found that a genuine, helpful, humanized blog, combined with the art of cultivating and building relationships, can forge real connections, shape perception, improve customer service, and also enhance brand loyalty, reach, and resonance.
The truth is that a thoughtful and well-cultivated corporate blog can yield many benefits that not only help PR, but also enhance every facet of corporate communications along with improving sales cycles, customer service and ultimately loyalty.
Blogging is about extending a voice, connecting people, and nurturing relationships. This is the only foundation for which any blog strategy should be built.
Brian Solis
www.briansolis.com
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A cord of three strands…
…is not easily broken
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Charles Lauller’s LinkedIn Strategy
• Drop all of the bogus I'm pimping me and my company bologna.
• Be yourself. Honest, sincere, authentic (assuming that's you)
• It's cliche, but “seek first to understand, then be understood.”
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Ways to Use Facebook
• Personal Profile• Public Profile• Events• Groups• Ads• Apps• Lexicon• Insights• Search• Share• Connect
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• Twitter growth since June 2008 = 1,500%
• Over 22 million visitors in May 2009
• Over 44.5 million visitors in June 2009
• Site attracts more people than Ticketmaster, Wall Street Journal and LinkedIn
• Latest craze? Cultural Phenomenon? Tool for Business?
Twitter’s Explosive Growth
Yes!
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Twitter’s Explosive Growth
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Twitter’s Explosive Growth
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Celebrity Adoption Fuels Growth
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How Business is Using Twitter
• A recent survey said that most users (89%) of Twitter agree that companies should engage their customers there.
• Over 80 percent indicated they also have a better impression of companies that use Twitter for customer service (81%). http://tinyurl.com/twitterusersurvey
• Survey of 700 Twitter users, 56 % use Twitter for business purposes. http://bit.ly/JqChq
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How Business is Using Twitter
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How Business is Using TwitterNetwork with others in their industry or community
Stay connected to customers and prospects
Monitor what is being said about their company, products, services, industry &
Gather valuable feedback about products or services
Raise awareness about the company, product or service
Find answers and get advice
Offer proactive customer service
Promote events, products and services
Drive traffic to the company website or blog
Incite word of mouth among customers and others
Share helpful content such as articles or blog posts
Generate leads
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Major Companies Using Twitter
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• Twitter is a free social networking and micro-blogging service that allows its users to send and read other users' updates (otherwise known as tweets), which are text-based posts of up to 140 characters in length. http://en.wikipedia.org/wiki/Twitter
• High latency instant messenger
• Presence application
• Social instant messaging application
• Search engine
• Whatever you need it to be!
What is Twitter?
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What is Twitter?
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The Infamous Question
What does the community care about?
What resources would they find valuable?
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Five Things to Consider
• Username
• Avatar
• Bio
• Link
• Custom Background
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Customizing Twitter Backgrounds
• Photoshop (or other image editor)
• Powerpoint (save as jpeg)
• Online Tools• TwitterImage.com
• TwitterPatterns.com
• Twitbacks.com
• iStockPhoto.com
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Common Twitter Shortcuts
• @username – Sends reply to individual, but in public timeline
• d username – Sends private, direct message to individual
• RT = Retweet – Forwarding someone else’s tweet
• # = hashtag – Used with Twitter search for keyword/topic
• Other shortcuts – Refer to Twitter help
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Twitter Rules of the Road
• You must win the right to be heard
• Don’t follow, if only to pitch
• Provide value to the community
• It’s okay to mix business with pleasure
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Twitter eBook
• Complete Guide to UsingTwitter for Business
• http://sn.im/twitterebook
• @pchaney
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Social Networking Best Practices• Online social networking just like other forms; similar rules apply
• Come dressed for the occasion• T-shirt/shorts; business suit; business casual
• Same true online social networks
• Profile and avatar (photo) serves that purpose
• Work the room• Face-to-face networking “work the room”; shaking hands, introducing yourself
• Online, participation is your price of entry
• Leave comments on blog posts; join a Twitter chat; friend others on Facebook
• Ask for a business card• Common practice to share business cards
• Friending someone is online equivalent
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Web Site Strategy
Online Marketing Strategy
Social MediaMarketing Strategy
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Listen Engage Measure• Share of voice
• Tone of voice
• Trends over time
• Who’s talking
• Where talking
• What saying
Social Media Marketing
STRATEGY
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Listen Engage Measure• Share of voice
• Tone of voice
• Trends over time
• Who’s talking
• Where talking
• What saying
• Respond to comments on blogs
• Participate in forums, discussion groups
• Join social networks
• Start a blog
• Create a podcast
• Start an online group or community
• Optimize your website for search engines
• Start an email newsletter
Social Media Marketing
STRATEGY
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Listen Engage Measure• Share of voice
• Tone of voice
• Trends over time
• Who’s talking
• Where talking
• What saying
• Respond to comments on blogs
• Participate in forums, discussion groups
• Join social networks
• Start a blog
• Create a podcast
• Start an online group or community
• Optimize your website for search engines
• Start an email newsletter
• Listen again
• Understand what you want to accomplish
• Qualitative vs. Quantitative
• Standard metrics
• Social media specific
• The three “outs”
• Measurement tools
Social Media Marketing
STRATEGY
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Standard SM Specific Three Outs• Unique visits• Total visits • Time spent on site• Page views • Bounce rate• Referrers• Click-thrus and other conversion metrics• Keywords• Search engine entry• Organic search ranking
• Blog post to comment ratio
• Number of RSS feed subscribers
• Twitter retweets
• Number of videos shared
• Customer sentiment gauged via ratings-reviews
• Number of times blog post was bookmarked using Digg or Delicious
• Outputs – who’s talking
• Outtakes – what they are saying
• Outcomes – effect having
• Awareness
• Engagement
• Velocity
Social Media Marketing
STRATEGY
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Q&A
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Paul ChaneyInternet Marketing DirectorBizzuka, Inc. (www.bizzuka.com)
www.thesocialmediahandyman.comwww.thedigitalhandshake.comwww.facebook.com/thedigitalhandshakewww.twitter.com/[email protected]