In 2012, 72.6 percent of salespeople using social media in their sales process closed more leads and saw bigger profit margins than their peers who were not leveraging social media. Of these social media users, more than half have closed business as a direct result of social media use. Social media has transformed lead generation, and knowing how to use the tools available can significantly impact the success of your marketing efforts. Whether you are new to social media marketing or a seasoned professional, this session will explain how you can leverage social media communications to generate more leads, beat out your competition and provide top-notch customer service to your existing clients. See how to engage prospects on Twitter, Facebook, LinkedIn, Google+ and other popular platforms, plus learn what types of content works best on each platform and how to turn a social media conversation into a qualified lead. Originally presented at eXtremeCRM Anaheim by Myappsanywhere's Amiee Keenan and NetStandard's Natalie McAllister.

1. Increasing Profit Margins with
Social Media Marketing
Amiee Keenan
Myappsanywhere
@TheCloud_Amiee
EXTREMECRM
2013 ANAHEIM

2. What Is Social Media?
• Think of Social Media as social networking
– Meet new people
– Engage with prospects
– Build connections with existing
clients/prospects
• Major platforms for Marketers:

3. The Best Uses of Social Media
• Engaging with others
• Providing education to your market
• Breaking news and/or sharing updates
on your company
– *Be sure you aren’t violating industry laws*

4. The Worst Uses of Social Media
• Using channels to “blast” content
(putting quantity over quality)
• Setting it and forgetting it
• Offering dicey personal or political
opinions

5. What’s It Good for, Anyway?
• In 2012, 72.6% of sales people using social
media out performed their sales peers and
exceed quota 23% more often.
• More than half (54%) tracked their social
media usage back to closed deals
*According to A Sales Guy Consulting and Social Centered Selling, March 26, 2013

6. What’s It Good for, Anyway?
• Generate leads
• Beat your competition
• Deliver top-notch customer service
• Be “findable”

7. Identifying a Successful Presence
• Followers who regularly interact (click,
share, like) with your posts
• Followers who engage with your brand
without prompting
• Adding new followers organically

8. REMEMBER:
40 Active, Engaged Followers Is
Better than 40,000 Stagnant
Followers!

9. Twitter
• 140 character limit for tweets
• Requires a “handle” (i.e., @YourName)
– Should be intuitive (your business name)
• Requires a description
– Add keywords (SEO)
• Add hashtags
– #MSDYNCRM, #cloud, #eXtremeCRM

10. Twitter
Easy to
remember
handle
Keywords for
search engines
Company website
(backlinks)
Relevant
hashtags

11. Twitter
Best Practices:
• Keep tweets short – don’t use all 140
characters!
• Tag, tag and hashtag every time you
post content
• Followed? Follow back, but with
discretion
• RESPOND!

12. Twitter
Generating Leads:
• Follow prospects (the Followback
principle)
• Search topics and be creative by
responding to issues
• Tweet relevant content, especially from
your company blog

13. LinkedIn
• 200 characters
• Three approaches:
– Personal profiles
– Company pages
– Groups
•
•
•
•
Optimize profiles (keywords, websites, etc.)
Utilize professional content
Leverage career section
Endorse, comment, share and recommend

14. LinkedIn
Company Pages:
Add logo (50x50)
Add banner image
Track post success
with analytics
Also Add:
• Description
• Products &
Services
• Locations
• Specialties
• Relevant
groups

15. LinkedIn
Personal Profile:
Professional headshot
Personalize your URL
Stay active!
Add professional
and personal
information
Also Add:
• Skills and
Expertise
• Languages
• Causes
• Education
• Groups

16. LinkedIn
Best Practices:
• Comment on content you’re sharing
• Share/comment on your connections’
content
• Ask your co-workers to share company
content/job openings
• Join relevant groups

17. LinkedIn
Generating Leads:
• Engage with anyone who comments on
your content
• Share your company content above all
else
• Ask questions—start a dialogue!
• Run polls (groups)
• Connect, connect, connect!!!

18. Facebook
• 2,000 characters
• Pages (not profiles)
• Add company content or fun content
(i.e., photos, infographics, PR)
• Photo-friendly
• Tough place for business marketing

19. Facebook
Add custom
banner. 20%
text or less,
or you’re
rolling the
dice
Add
“Services”
Add call to
action

20. Facebook
Best Practices:
• Tricky algorithms (like Google)
• NEVER schedule posts outside of
Facebook
Rumors:
• Add links in the comments section
• Photos get more views

21. Facebook
Generating Leads:
• Advertising (expensive but can work)
• “Like” other pages as your page
• Share content; invite co-workers to
like/share
• Choose content that’s Facebook friendly
(the Goodwill factor)

22. Google+
•
•
•
•
•
Limit yourself to 500 characters
Yes, it does matter to marketers
Plus 1’s
Adding to Circles
Hashtags vs. +’s

23. Google+
Add
relevant
partners,
prospects,
vendors to
circles
Address,
phone
number,
email
address
Verify your
website
Add sites to
which you
contribute

24. Google+
Best Practices:
• True purpose is SEO
• Share your content above all others
• Use those +1’s
• Don’t expect engagement
• Add relevant groups, companies, and
prospects to your circles

25. Google+
Generating Leads:
• Remember: This is for SEO
• If they’ve got Google+, add them
• Create unique circles (prospects,
technology, Dynamics CRM, etc.)
• Monitor (engagement does happen)

26. Other Platforms
Klout
YouTube
• Tracks social media
influence
• Shows effective
channels
• Perks!
• Owned by Google
• Optimize the channel
• Keep up the content
(and post to your
website)
Pinterest
• Great for infographics

27. When Good Social Goes Bad
• Think before you respond
– Is it a customer or prospect?
– Is it a “troll”?
• Talk to the PR people (if you have them)
• Research the profile
• Invite dialogue offline

28. What Not to Do:
Dominoes

29. What to Do:
Channel your
inner Southwest
Airlines

30. Questions?

31. Amiee Keenan, Myappsanywhere
akeenan@myappsanywhere.com
@TheCloud_Amiee
@Myappsanywhere
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