Get more customers & build a community TODAY. Based on a presentation given by Aleksey Weyman - alekseyweyman.com | Facebook/Twitter/Instagram: @alekseyweyman

1. SOCIAL MEDIA - FINDING
YOUR CUSTOMER
Get more customers & build a community TODAY
Aleks Weyman | alekseyweyman.com | Facebook/Twitter/Instagram: @alekseyweyman

2. Social media in 2020 has..

3. COVID-19..
“Our services were built to
withstand spikes during events
such as the Olympics or on New
Year’s Eve. However, those happen
infrequently, and we have plenty of
time to prepare for them.. the
usage growth from COVID-19 is
unprecedented across the industry,
and we are experiencing new
records in usage almost every day.”
-Facebook Blog Post
How bad is it
on Facebook?
Cloudfront: CDN services, 7 million properties

4. THAT’S A LOT OF DIGITAL REAL ESTATE!
U.S. Bureau of Labor
Statistics, displayed:
Broadbandsearch.net

5. Today we will cover..
● What is the current nature of social and how does it affect acquiring customers?
● Pros and cons- how does social get used by large and small businesses to get
customers?
● Three “Customer Collectibles” that you need to start gathering today - Action
Items.
● Tools and mechanisms for managing social accounts.
● Three strategies you can start doing right now to find your customer on social.
● Future of social, briefly.
WRITE DOWN YOUR QUESTIONS FOR Q&A AT THE END

6. My background
● Social Media Team at AWS
○ Forums, Twitter, Facebook, more..
○ Customer support, blog posts, announces and launches.
○ Liason with service teams
● Co-founder of Alias
○ App to create digital business cards of your social media accounts for quick sharing.
● Millennial Moderator founder/writer
○ 6,000 monthly readers. Leverage social for affiliate marketing and funnels. SEO!
● UW BA in Technology Innovation Management
○ I find unique ways to engage people through digital means.
● And more to do with social..

7. Social Media users are smarter than you think..
● No more “easy” posting..
○ Posting a product photo will NOT yield sales on its own.
○ Algorithms designed to improve user experience, not businesses.
● Users more alert and aware of advertising agendas..
○ Upsetting user experience, users aware of when they are being targeted.

8. Social Media: Pros & Cons
● Pros
○ Ability to broadcast a message to millions of people in the matter of seconds
○ Opportunity to develop a community of Gurus & promoters, without hiring staff
■ Example: Distrokid. Promo codes that discount memberships 7% & give you $5/signup
○ Free, long term advertising (indexing, social bookmarking, evergreen content)
● Cons
○ One negative opinion has the chance to turn off thousands of people
○ Nothing is “behind closed curtains”
○ Takes a commitment to make it effective (not necessarily a bad thing)
● Mob Mentality
○ Both good and bad

9. Examples of Pros

10. Examples of Cons

11. Social For Small Companies - Examples
Would be great to have collected social
media contact before COVID, but it’s not
too late..

12. Common Terms - Social Media
● Engagement: any action performed on a post (like, comment, share, etc)
● Trending: algorithm that detects mass attention to one subject in a short time
● Bounce rate: percentage of single page visits (lower is better)
● Conversions: number of users who perform a directive action
● Reach: number of times unique people see your content
● Impressions: number of times your content was displayed

13. 3 “Customer Collectibles” Through Social Media
1. Customer Trust
a. Least intrusive, by sharing inside looks into your business. GOAL: get
customers curious.
1. Customer Information
a. Email address, phone number, etc. Exchange for a free trial, or a
coupon. GOAL: get customers committed.
1. Customer Payment
a. The holy grail, customers who trust you and have given you their info,
are much more likely to buy.

14. Customer Trust Examples on Social
● Inside looks into your product or process.
○ What about your product or process makes you stand out?
● Community questions and engagement -> Become a thought leader!

15. Customer Information Examples on Social
● Email address for free trial
● Phone number for coupon code
● Free trial for completing feedback survey
What piece of
customer
information are
they collecting?

16. Customer Payment Examples on Social
● Direct URLs to purchase products within page biographies and buttons.
● Directly embed purchase URLS in posts on Facebook, Twitter.

17. Tools For Managing Social
● Hootsuite (scheduling content cross platform). Alt: Sprout Social
● Tweet Deck (automate tweets, create keyword alerts, location search)
● Sprinklr (enterprise level social software)
● Facebook/Instagram automatic responders
● Get someone to do it.

18. Three strategies to find your customer on Social - Keywords
1. Targeted keywords is a good start
○ Using keyword tools like SURFER, then
searching those keywords on social.
○ You want to target keywords that have low
competition but high search count. Relevant to
your nice. Also use Google Keyword Planner.
○ Use Tweetdeck to narrow down your geographic
location, words used, etc.

19. Three strategies to find your customer on Social - Engage communities
● Engage complementary communities
○ EX: Alias, finding forums of freelance
photographers, Facebook groups, etc.
○ Find communities on Reddit and engage them.
● Engage communities of competitors
○ EX: Alias, engaging Linktree downtime on Twitter.
○ LEARN from competitor communities.

20. Three strategies to find your customer on Social - Partnerships
● Partner with complementary businesses
○ Collaborate on a giveaway. Turn their
customers/followers onto you.
○ Influencer marketing, endorsements, and
affiliate marketing. People TRUST these
brands.
○ Use ER (engagement rating) to evaluate
value of influencer. -->

22. The Future of Social - Where Is It Going?
● Video content is KING as of the
end of 2019.
● Transparency and personality of
businesses.
● Short video episodes (QUIBI)

23. Conclusion
Social is IMPORTANT
○ What is the nature of social and how does it affect your business?
○ Pros and cons- how does social get used by large and small businesses?
○ Tools and mechanisms for managing social accounts.
○ Three “Customer Collectibles” that you need to start gathering today.
○ Where is social media going and how can you stay ahead of the curve?
○ How to start finding customers: keywords, communities, partners.
Where to find me
○ Alekseyweyman.com & officialalias.com/user/aleksweyman
○ Millennialmoderator.com (articles related to social)
○ Alias for phone number, email address, social profiles, and more..
○ Send collectible article in the chat.

24. Q&A
Survey, article link in chat.