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Oregon Mortgage Association Social Media Presentation Feb 2017
1. 503.581.4554
1436 Commercial St. NE, Salem, OR 97301
www.thirdrivermarketing.com
Social Success:
9 Strategies for using
social media and
reputation marketing to
find more customers and
generate bigger profits
Tim Fahndrich
President
Third River Marketing
Salem, Oregon
2. 503.581.4554
1436 Commercial St. NE, Salem, OR 97301
www.thirdrivermarketing.com
1 4 Massive Trends Affecting Your
Business
2 Common Mistakes You Want To Avoid
3
9 Strategies for Success
Agenda
4
Your Burning Questions
3. 503.581.4554
1436 Commercial St. NE, Salem, OR 97301
www.thirdrivermarketing.com
What is the top thing that
you want to get answered
before leaving today?
Your Burning
Questions
4. 503.581.4554
1436 Commercial St. NE, Salem, OR 97301
www.thirdrivermarketing.com
4 Massive Trends Affecting
Your Business
4
Act One
5. 503.581.4554
1436 Commercial St. NE, Salem, OR 97301
www.thirdrivermarketing.com
In the Last 10 Years, There Have Been
Dramatic Changes in the Marketplace
Affecting Consumer Behavior
1 Find Your Business
2 Research Products & Services
3
Make Buying Decisions
This has changed how consumers …
6. 503.581.4554
1436 Commercial St. NE, Salem, OR 97301
www.thirdrivermarketing.com
1 Search
When you look at educated and affluent individuals,
search engine use climbs to as high as 98 percent.
4 Main Drivers Of Change
7. 503.581.4554
1436 Commercial St. NE, Salem, OR 97301
www.thirdrivermarketing.com
2 Reputation& Reviews
Game Changer: Your Business Is Naked Online
When It Comes To Your Reputation. There Is
Nowhere To Hide!
73% of consumers look up
an average of 10 reviews
before making a
purchasing decision
~ BrightLocal
92% of consumers
trust online reviews
as much as personal
recommendations
~ Nielsen Study
9. 503.581.4554
1436 Commercial St. NE, Salem, OR 97301
www.thirdrivermarketing.com
3 Social Media
People aren’t just ON social networks. They’re GLUED to them.
The average U.S. Facebook user spends a whopping 7 hours and 46
minutes on the site each month.
10. 503.581.4554
1436 Commercial St. NE, Salem, OR 97301
www.thirdrivermarketing.com
4 Mobile
HOWEVER …
6 in 10 mobile users will leave a website if it's not optimized for
small screens. 60% will NOT waste their time if it's not easy!
According to
research from
Mobile Marketer,
70 percent of all
mobile searches
result in action
within one hour!
12. 503.581.4554
1436 Commercial St. NE, Salem, OR 97301
www.thirdrivermarketing.com
COMMON REPUTATION &
SOCIAL MEDIA MISTAKES AND
MISCONCEPTIONS
12
Act Two
13. 503.581.4554
1436 Commercial St. NE, Salem, OR 97301
www.thirdrivermarketing.com
Do you make these mistakes?
13
+ Thinking social media and reviews don’t
influence your customers or market
+ Not participating / incomplete profiles
+ inconsistent or inappropriate activity
14. 503.581.4554
1436 Commercial St. NE, Salem, OR 97301
www.thirdrivermarketing.com
Dangerous misconceptions
14
+ Waste of time / unimportant
+ only for young people
+ ROI cannot be measured
+ you have to be on every network
+ It is free marketing and gets immediate results
16. 503.581.4554
1436 Commercial St. NE, Salem, OR 97301
www.thirdrivermarketing.com
Consistency is the
key
16
+ Create consistent social profiles
across largest networks (twitter,
FB, G+, LI, Pinterest)
+ Create consistent listings on
directory and review sites
+ Post updates on a consistent
basis….or else risk being ignored
17. 503.581.4554
1436 Commercial St. NE, Salem, OR 97301
www.thirdrivermarketing.com
9 STRATEGIES FOR
SUCCESS WITH
REPUTATION & SOCIAL
MEDIA
17
Act Three
20. 503.581.4554
1436 Commercial St. NE, Salem, OR 97301
www.thirdrivermarketing.com
Strategy #3: Manage Local Listings
20
Manage Local Visibility Listings
21. 503.581.4554
1436 Commercial St. NE, Salem, OR 97301
www.thirdrivermarketing.com
Strategy #4: Proactively Build, Promote, &
Manage Your Online Reputation
21
22. 503.581.4554
1436 Commercial St. NE, Salem, OR 97301
www.thirdrivermarketing.com
Strategy #5: Listen to what is being said
22
Keep a finger on the pulse of your
customers, competitors, and industry
23. 503.581.4554
1436 Commercial St. NE, Salem, OR 97301
www.thirdrivermarketing.com
Strategy #6: Be real and authentic
23
Be genuine and personable – admit to mistakes,
engage your audience, and share stories
24. 503.581.4554
1436 Commercial St. NE, Salem, OR 97301
www.thirdrivermarketing.com
Strategy #7: Create and post compelling
content consistently
24
Create valuable content and share with
your audience….on a frequent basis.
25. 503.581.4554
1436 Commercial St. NE, Salem, OR 97301
www.thirdrivermarketing.com
Strategy #8: Offer exclusive promotions,
contests, giveaways, etc.
25
26. 503.581.4554
1436 Commercial St. NE, Salem, OR 97301
www.thirdrivermarketing.com
Strategy #9: Advertise To Generate Leads
26
Facebook Twitter Linkedin
27. 503.581.4554
1436 Commercial St. NE, Salem, OR 97301
www.thirdrivermarketing.com
The key word is “Social”!
27
+ Get out there and BE SOCIAL!
+ Build the KNOW, LIKE and TRUST
Factor
+ Be PROACTIVE
+ BE CONSISTENT!
REPUTATION & SOCIAL MEDIA WILL
PAY OFF!
Common mistakes businesses are making in regards to social media/misconceptions/challenges
Mistakes
Thinking social media doesn’t influence their customers/not for their type of business
Not participating in the right places/sites
Incomplete profiles
Inconsistent activity - want to make sure this makes it in the presentation for sure and that we find some good data around importance
Delegating too much
Misconceptions
Social media is a waste of time
Social media doesn’t fit my industry
Only the youngs are using social media
Social media ROI cannot be measured
Social media is pretty easy/unimportant—I’ll give it to the intern to handle
Social media can replace your website
You have to be on every social network
Social media will replace real-life networking
Social media is free marketing
Social media marketing gets immediate results
Challenges
Overcoming cultural resistance to social media
Lack of resources to maintain consistent effort
Social media adoption is perceived as too difficult/overwhelming
Measuring ROI is not always easy (and requires some savvy)
Common mistakes businesses are making in regards to social media/misconceptions/challenges
Mistakes
Thinking social media doesn’t influence their customers/not for their type of business
Not participating in the right places/sites
Incomplete profiles
Inconsistent activity - want to make sure this makes it in the presentation for sure and that we find some good data around importance
Delegating too much
Misconceptions
Social media is a waste of time
Social media doesn’t fit my industry
Only the youngs are using social media
Social media ROI cannot be measured
Social media is pretty easy/unimportant—I’ll give it to the intern to handle
Social media can replace your website
You have to be on every social network
Social media will replace real-life networking
Social media is free marketing
Social media marketing gets immediate results
Challenges
Overcoming cultural resistance to social media
Lack of resources to maintain consistent effort
Social media adoption is perceived as too difficult/overwhelming
Measuring ROI is not always easy (and requires some savvy)
Common mistakes businesses are making in regards to social media/misconceptions/challenges
Mistakes
Thinking social media doesn’t influence their customers/not for their type of business
Not participating in the right places/sites
Incomplete profiles
Inconsistent activity - want to make sure this makes it in the presentation for sure and that we find some good data around importance
Delegating too much
Misconceptions
Social media is a waste of time
Social media doesn’t fit my industry
Only the youngs are using social media
Social media ROI cannot be measured
Social media is pretty easy/unimportant—I’ll give it to the intern to handle
Social media can replace your website
You have to be on every social network
Social media will replace real-life networking
Social media is free marketing
Social media marketing gets immediate results
Challenges
Overcoming cultural resistance to social media
Lack of resources to maintain consistent effort
Social media adoption is perceived as too difficult/overwhelming
Measuring ROI is not always easy (and requires some savvy)
Common mistakes businesses are making in regards to social media/misconceptions/challenges
Mistakes
Thinking social media doesn’t influence their customers/not for their type of business
Not participating in the right places/sites
Incomplete profiles
Inconsistent activity - want to make sure this makes it in the presentation for sure and that we find some good data around importance
Delegating too much
Misconceptions
Social media is a waste of time
Social media doesn’t fit my industry
Only the youngs are using social media
Social media ROI cannot be measured
Social media is pretty easy/unimportant—I’ll give it to the intern to handle
Social media can replace your website
You have to be on every social network
Social media will replace real-life networking
Social media is free marketing
Social media marketing gets immediate results
Challenges
Overcoming cultural resistance to social media
Lack of resources to maintain consistent effort
Social media adoption is perceived as too difficult/overwhelming
Measuring ROI is not always easy (and requires some savvy)
Common mistakes businesses are making in regards to social media/misconceptions/challenges
Mistakes
Thinking social media doesn’t influence their customers/not for their type of business
Not participating in the right places/sites
Incomplete profiles
Inconsistent activity - want to make sure this makes it in the presentation for sure and that we find some good data around importance
Delegating too much
Misconceptions
Social media is a waste of time
Social media doesn’t fit my industry
Only the youngs are using social media
Social media ROI cannot be measured
Social media is pretty easy/unimportant—I’ll give it to the intern to handle
Social media can replace your website
You have to be on every social network
Social media will replace real-life networking
Social media is free marketing
Social media marketing gets immediate results
Challenges
Overcoming cultural resistance to social media
Lack of resources to maintain consistent effort
Social media adoption is perceived as too difficult/overwhelming
Measuring ROI is not always easy (and requires some savvy)
Common mistakes businesses are making in regards to social media/misconceptions/challenges
Mistakes
Thinking social media doesn’t influence their customers/not for their type of business
Not participating in the right places/sites
Incomplete profiles
Inconsistent activity - want to make sure this makes it in the presentation for sure and that we find some good data around importance
Delegating too much
Misconceptions
Social media is a waste of time
Social media doesn’t fit my industry
Only the youngs are using social media
Social media ROI cannot be measured
Social media is pretty easy/unimportant—I’ll give it to the intern to handle
Social media can replace your website
You have to be on every social network
Social media will replace real-life networking
Social media is free marketing
Social media marketing gets immediate results
Challenges
Overcoming cultural resistance to social media
Lack of resources to maintain consistent effort
Social media adoption is perceived as too difficult/overwhelming
Measuring ROI is not always easy (and requires some savvy)
Common mistakes businesses are making in regards to social media/misconceptions/challenges
Mistakes
Thinking social media doesn’t influence their customers/not for their type of business
Not participating in the right places/sites
Incomplete profiles
Inconsistent activity - want to make sure this makes it in the presentation for sure and that we find some good data around importance
Delegating too much
Misconceptions
Social media is a waste of time
Social media doesn’t fit my industry
Only the youngs are using social media
Social media ROI cannot be measured
Social media is pretty easy/unimportant—I’ll give it to the intern to handle
Social media can replace your website
You have to be on every social network
Social media will replace real-life networking
Social media is free marketing
Social media marketing gets immediate results
Challenges
Overcoming cultural resistance to social media
Lack of resources to maintain consistent effort
Social media adoption is perceived as too difficult/overwhelming
Measuring ROI is not always easy (and requires some savvy)
Common mistakes businesses are making in regards to social media/misconceptions/challenges
Mistakes
Thinking social media doesn’t influence their customers/not for their type of business
Not participating in the right places/sites
Incomplete profiles
Inconsistent activity - want to make sure this makes it in the presentation for sure and that we find some good data around importance
Delegating too much
Misconceptions
Social media is a waste of time
Social media doesn’t fit my industry
Only the youngs are using social media
Social media ROI cannot be measured
Social media is pretty easy/unimportant—I’ll give it to the intern to handle
Social media can replace your website
You have to be on every social network
Social media will replace real-life networking
Social media is free marketing
Social media marketing gets immediate results
Challenges
Overcoming cultural resistance to social media
Lack of resources to maintain consistent effort
Social media adoption is perceived as too difficult/overwhelming
Measuring ROI is not always easy (and requires some savvy)
Go where your customers are
Have complete profiles
Be real/yourself
Listen to what is being said
Create and post compelling content regularly
Actively engage with your community
Ask for input
Respond to comments, questions, etc.
Offer exclusive social promotions, contests, etc.
Have a call to action
People do what you tell them to!
Like
Share
Subscribe to email list
Buy something
Advertise
Go where your customers are
Have complete profiles
Be real/yourself
Listen to what is being said
Create and post compelling content regularly
Actively engage with your community
Ask for input
Respond to comments, questions, etc.
Offer exclusive social promotions, contests, etc.
Have a call to action
People do what you tell them to!
Like
Share
Subscribe to email list
Buy something
Advertise
Go where your customers are
Have complete profiles
Be real/yourself
Listen to what is being said
Create and post compelling content regularly
Actively engage with your community
Ask for input
Respond to comments, questions, etc.
Offer exclusive social promotions, contests, etc.
Have a call to action
People do what you tell them to!
Like
Share
Subscribe to email list
Buy something
Advertise
Go where your customers are
Have complete profiles
Be real/yourself
Listen to what is being said
Create and post compelling content regularly
Actively engage with your community
Ask for input
Respond to comments, questions, etc.
Offer exclusive social promotions, contests, etc.
Have a call to action
People do what you tell them to!
Like
Share
Subscribe to email list
Buy something
Advertise
Go where your customers are
Have complete profiles
Be real/yourself
Listen to what is being said
Create and post compelling content regularly
Actively engage with your community
Ask for input
Respond to comments, questions, etc.
Offer exclusive social promotions, contests, etc.
Have a call to action
People do what you tell them to!
Like
Share
Subscribe to email list
Buy something
Advertise
Go where your customers are
Have complete profiles
Be real/yourself
Listen to what is being said
Create and post compelling content regularly
Actively engage with your community
Ask for input
Respond to comments, questions, etc.
Offer exclusive social promotions, contests, etc.
Have a call to action
People do what you tell them to!
Like
Share
Subscribe to email list
Buy something
Advertise
Go where your customers are
Have complete profiles
Be real/yourself
Listen to what is being said
Create and post compelling content regularly
Actively engage with your community
Ask for input
Respond to comments, questions, etc.
Offer exclusive social promotions, contests, etc.
Have a call to action
People do what you tell them to!
Like
Share
Subscribe to email list
Buy something
Advertise
Go where your customers are
Have complete profiles
Be real/yourself
Listen to what is being said
Create and post compelling content regularly
Actively engage with your community
Ask for input
Respond to comments, questions, etc.
Offer exclusive social promotions, contests, etc.
Have a call to action
People do what you tell them to!
Like
Share
Subscribe to email list
Buy something
Advertise
Go where your customers are
Have complete profiles
Be real/yourself
Listen to what is being said
Create and post compelling content regularly
Actively engage with your community
Ask for input
Respond to comments, questions, etc.
Offer exclusive social promotions, contests, etc.
Have a call to action
People do what you tell them to!
Like
Share
Subscribe to email list
Buy something
Advertise
Intro
Why focus on social media?
Stats about:
Growth of social media
Time spent on social media - which sites most popular
How are consumers using social media in relation to businesses/purchasing
Impact on consumer if business has no social media presence or it stinks