Social Media Training for Business Success
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Why use social media for business? How? Dos and Don'ts Some key social media platforms
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Social Media Training for Business Success
- 2. We all now live a life where….
- 3. Food is Social 49% of surveyed consumers find out about food through social media Column Five Media
- 4. Tech is Social 90% of technology companies focus on strengthening relationships with customers by increasing engagement online PwC US Survey
- 5. Arts & Culture is Social 82% of arts and cultural organizations use social media to engage with their audience Digital Technology’s Impact on the Arts; Pew Survey
- 6. Retail is Social 78% of consumers say that the posts made by companies on social media influence their purchases. Forbes
- 7. Why your business needs to be social?
- 8. It’s Viral before Social Media after Social Media
- 10. ‘s ROI just for sending out a tweet might look something like this: 1.5m followers
- 11. ‘s ROI just for sending out a tweet might look something like this: 1.5m followers 50k followers who see the tweet
- 12. ‘s ROI just for sending out a tweet might look something like this: 1.5m followers 50k followers who see the tweet 500 followers who click on the link
- 13. ‘s ROI just for sending out a tweet might look something like this: 1.5m followers 50k followers who see the tweet 500 followers who click on the link 50 purchasers based on the Tweet
- 14. ‘s ROI just for sending out a tweet might look something like this: 1.5m followers 50k followers who see the tweet 500 followers who click on the link 50 purchasers based on the Tweet $25,000 in sales: 50 purchases x $500
- 15. In about one year, generated in sales from alone.
- 16. ‘s IdeaStorm is an online community that allows users to submit ideas for new products or improvements to existing ones. 30% drop in negative sentiment!
- 18. • ‘Y’ Generation = Digital Natives • Age Limit : 20 – 30 • >40% of human race • Spends >16 hours/week online • 96% joined social network It’s for Y Generation And they don't care about your ads. They care about what their friends think.
- 19. Experience is Social • Time spent on social networks is growing at 3x the overall internet rate • Visiting social sites is now the most popular online activity …. Ahead of personal email & Porn! • Ignoring social media in 2015 is like ignoring Google in 1999 Fig. Growth of Social Media
- 20. People Rely on It
- 24. Setting up a business social media strategy
- 25. Plan • Start with the core • Being clear on your objectives is first and foremost • Frame your business social media strategy • Establish business goals • Write down business goal • Translate goals into measurable objectives
- 26. Execute- Choose your channels wisely
- 27. Execute- Choose your channels wisely • Identify your audience • Define your goals • Find your audience
- 32. Execute- Choose your channels wisely
- 33. The media you choose depends on who you are Upper Mgt. Sales HR PR Marketing
- 36. Three Pillars of Social Community Community on Your Site Official Social Media Channel Conversation About Your Brand Blogs Profiles Learning Group Facebook LinkedIn Twitter YouTube MicroBlogs Forums Blogs News Social SSOBecome a Fan ShareEmbed
- 37. How to make your business social media strategy happen ? • Listen • Deliver value first • Engage • Allocate appropriate resources
- 38. Listen • Listen to your audience • Who they are? • Competition • Customers • Retailers • Y generation • What they want? • Where do they get information? • How do they make decisions?
- 40. To deliver value • Be the source of relevant information • Put your name and face to your business • Allow customers to associate with your brand on a personal level • Produce Content that People Want to Share What people care about is •How your information will benefit them •How they can make more money •How they can save more time •……And change their lives
- 41. Engage • Ask questions • Request action • Organize contests to motivate • Give a reason to make an effort • Never spam, be honest and maintain consistency
- 42. Allocate appropriate resources • Tools are free • But Social media isn’t • Someone has to own it, monitor it, track it, analyze it... • Put the right people in charge
- 43. Use social media for business • Branding • Research • Customer retention • E-Commerce • Lead generation
- 44. Inside look into Social Medias • Facebook • Twitter • Linked In • You tube • Blog • Google+ • Pinterest • Instagram
- 46. started it’s journey in 2004 • Now it is serving as a media that connects- 936M active users DAILY! • It is a great business tool since, – helps to achieve business objectives better –The strengths of are beneficial for many companies http://newsroom.fb.com/company-info/ http://www.slideshare.net/messierjf/business-and-social-media-tools-facebook
- 47. Business Objectives Being Achieved 1. Branding – To promote new Toyota Sienna SE the company did something new, fun and engaging – Resulted in 182,500 shares 2. Customer Retention – Virgin uses Facebook to connect with the customers – Because they believe that happy customers mean returning customers http://www.slideshare.net/messierjf/business-and-social-media-tools-facebook
- 48. Strengths of Facebook as a Business Tool 1. Popularity: Facebook is POPULAR! If Facebook were a country, it would be the 3rd most populated country of the world! Over 1.5B businesses with active Facebook pages 30B pieces of contents shared each month 42% of marketers report that Facebook is important to their business http://www.slideshare.net/messierjf/business-and-social-media-tools-facebook
- 49. Target people by demographics, geography, and/or interests Pay only for clicks (pay-per-click, PPC) High volume, low cost Drive to Facebook business page or website 2. Advertising: Strengths of Facebook as a Business Tool http://www.slideshare.net/messierjf/business-and-social-media-tools-facebook
- 50. 3. An Efficient B2C Tool: Strengths of Facebook as a Business Tool 51% of consumers are more likely to buy a product after becoming a fan on Facebook 25% of customers connect with brands on Facebook to receive discount 56% of the fans are more likely to recommend a brand to a friendhttp://www.slideshare.net/messierjf/business-and-social-media-tools-facebook
- 51. Examples of Successful Business Promotions During London 2012 Summer Olympics Nike featured average athletes instead of high profile athletes • Nike gained 166,718 Facebook fans during the London Olympics To promote Nice and Easy color blend foam Clairol gave away 100,000 samples to lucky FB users • Clairol’s number of fans grew by 944 percent http://socialmediastrategiessummit.com/blog/top-10-companies-with-successful-social-media-marketing-campaigns-on-facebook/
- 53. Some Unsuccessful Business Promotions Netflix announced its decision to raise rates and change its service on its FB wall • Enraged customers took to the digital airwaves • The company posted a cheerful comment thanking its fans for their feedback • That same day, its fans fired back leaving over 11,000 comments http://www.imediaconnection.com/content/30897.asp#singleview
- 54. Some Unsuccessful Business Promotions Tiger Airways hid an entire negative comment from it’s FB page wall • The community was outraged • Massive fallout incurred • The page had to be locked as a result http://sproutsocial.com/insights/how-big-businesses-fail-on-facebook/
- 55. Strategies for Successful Business Activities • Don’t plan too far ahead • Play by the numbers • Be a community advocate • Make engagement the goal • Relax & interact like a real person • Reward your fans https://www.youtube.com/watch?v=STpjpamPQaU
- 56. Strategies for Successful Business Activities • Run your posts through the BFF checker • Don’t be a big brother • Don’t coddle the complainers • Let your fans shine • Use your community to learn • Use Facebook analytics https://www.youtube.com/watch?v=STpjpamPQaU
- 58. There are 100M daily active Twitter users 500 million Tweets are sent per day http://www.slideshare.net/morefollow/twitter-marketingsecrets
- 59. 34% of marketers use twitter to generate leads 72% of follower are more likely to make a future purchase 86% of users are more likely to visit after it has been recommended by a friend 30% lift in recommendations of an SMB after following them on Twitter Twitter- A Business Tool http://www.slideshare.net/morefollow/twitter-marketingsecrets
- 60. Business Opportunities Offered by Twitter Customer Relationship Product Promotion & Sales http://www.slideshare.net/socialogilvy/twitter-for-business-6-ways-brands-use-twitter To promote their products and services and drive sales- brands like CVS, Lands End, Jose Cuero, and more, are working with TwitterMoms In response to customer conversations- @comcasters was started in April 2008
- 61. Crisis Management Business Opportunities Offered by Twitter http://www.slideshare.net/socialogilvy/twitter-for-business-6-ways-brands-use-twitter Event Activation#fiestamovement was created to- publish challenges get updates from drivers engage conversation around the Fiesta Movement JetBlue established a twitter page to- prevent any reputation and sales crises
- 62. http://www.slideshare.net/socialogilvy/twitter-for-business-6-ways-brands-use-twitter Corporate Reputation Management Business Opportunities Offered by Twitter @zappos was created to- link employees both inside & outside the office Resulted in- 121,000 followers better brand image
- 65. Twitter Events that Deteriorated Company’s Image http://www.businessinsider.com/13-epic-twitter-fails-by-big- brands-2012-2?op=1
- 66. Strategies for Successful Twitter Promotions Optimize your Twitter bio Find out who the influencers and experts are in your target area(s) and interact with them on a regular basis Tweet regularly Track mentions-- and respond if appropriate Retweet Follow trends/hashtags http://www.cio.com/article/2380667/twitter/14-ways-to-use- twitter-to-market-your-business.html
- 67. Strategies for Successful Twitter Promotions Offer discounts or special deals to Twitter followers Use images and videos Use promoted tweets Make sure Twitter is integrated with your other marketing efforts Use Twitter analytics http://www.cio.com/article/2380667/twitter/14-ways-to-use- twitter-to-market-your-business.html
- 69. Why LinkedIn? Google ‘X’ X’s LinkedIn Profile X’s Website or Blog
- 71. Why LinkedIn? • 200 Million+ Members • Every Fortune 500 • Every Major Government • Most NGO’s • Most Entrepreneurs • Over 50% of Post Grads
- 73. You really should • Always have a reason to be on it and using it • Complete your own profile • Write the best summary • Enhance recommendation • Provide links • Locate your target market • Use Advanced Search • Look at your marketing objectives • Identify people to connect with • Remember, quality is better than quantity
- 74. • LinkedIn allows up to 50 skills listed • Cut down your skills and endorsements to 3-5 • Be an expert not a generalist Skills and Endorsement
- 75. Profile preview
- 76. One Other Word
- 77. Story of a Success Featured in 50 media publications. Growth by over 328% Generate thousands of leads.
- 79. • Well-crafted videos • Use Original Content. • Be Creative
- 80. Content Consistency Collaboration Call-to-Action
- 81. YouTube has two main reporting features: 1. Engagement Reports 2. Views Reports YouTube Metrics
- 82. ● Subscribers: ● Likes & Dislikes ● Favorites ● Comments ● Sharing: ● Call-to-Action: Engagement Reports
- 83. ● Views ● Demographics ● Playback Locations ● Traffic Sources ● Audience Retention ○ Absolute audience retention ○ Relative audience retention Views Reports
- 84. Demographics
- 85. Report analysis Target Group Analysis the Comments Re-structure new contents Reflect customers’ expectation Product/Service penetration analysis
- 86. Branding • Failed in America’s got talent • 6.5 million subscribers • 1 billion views Crystallize – 120 Million views • 1 million singles sold Worldwide by August of 2014
- 88. GOOGLE+ • Nearly 50% of companies rate Google+ as important to their business. • Just last year, 15% of marketers acquired a customer from this social channel.
- 89. GOOGLE+ “[Google+] is about transforming your relationship with Google. The number of people going to Google on a daily basis rivals virtually all other properties out there. If we can make that experience more social, interesting and personalized, that’s something we want to do no matter who else is engaged in the same space.” - Bradley Horowitz, Google’s VP of Product
- 90. We’re under the impression that Google+ is Google’s answer to Facebook... But that’s not the case...
- 91. Google+ vs. Facebook The “YOU” Network The “CONNECT” Network 1) The need to belong/connect with friends they already have (users don’t want to be connected to new people) 2) Focus: Self-Presentation 1) Connects others to NEW people who share similar interests 2) Focus: Learning & Exploring
- 92. Google+ is different... • Platform Structure • Not a separate platform/destination • Not “broadcast-heavy” • SEO-optimized
- 93. HOW TO USE GOOGLE+ FOR BUSINESS SUCCESS
- 94. DO’S • Take advantage of SEO value • Use visuals • Strategically share content
- 95. DO’S • Claim authorship with rel=publisher tag • Make your posts stand out • Actively grow your audience
- 96. DO’S • Put a +1 button on your site • Create a community • Ask for reviews • Follow other businesses
- 97. DON’TS • Forget to claim your business page • Neglect your profile • Wait for customers to come to you • Forget about 'Circles‘
- 98. DON’TS • Spam users or communities • Confuse Google+ with other networks • Confuse Google+ with other Google pages • Make Google+ your social media bread and butter
- 99. Dr. Isaac Porter • GOAL: Build his personal brand • STRATEGY: Use Google+ as his business and brand development headquarters • METHOD: Use Google+ features that help to enhance each part of his business • Uses Google+ Communities to discuss challenges and new procedures with other eye doctors and learn about health care changes and marketing • Uses Authorship + Business/Local to link his face with his business results on a Google Search • Uses Hangouts to make informational videos, interview patients and talk to other experts across the U.S.
- 101. BELIEVE IT OR NOT, PEOPLE WANT TO HEAR FROM YOU (AS LONG AS YOU PROVIDE VALUE)
- 102. Proof in Number B2B companies that blog get 67% more leads/month than those that don’t. B2C companies that blog get 88% more leads/month than those that don’t. Companies that blog have 55% more website visitors.
- 103. Why write a business blog (Big FIVE) 1. Drive site traffic through organic search (SEO). 2. Improve visibility on social media. 3. Convert traffic into leads. 4. Establish your business as an industry thought leader. 5. Drive long-term results.
- 104. Case Study -- River Pools and Spas • Fiberglass Pool Prices: How Much is My Pool Really Going to Cost? • Marcus Sheridan first wrote the blog post in 2009 • received 20,359 page views and 84 inbound links, the highest numbers for both categories in River Pools' blogging history. • The post is STILL bringing in leads and sales . • To date, that 1 post has brought in near $3.0 MILLION in sales. …That's just one single post
- 105. Case Study --outcome • Increased Organic Traffic • Increased organic traffic 120% in three months, reduced PPC spending 50% compared to 2009. • Expanded blog readership to over 6,400 visitors and 260 subscribers.
- 106. Deciding on the right tools
- 107. 4 Keys to a Successful Business Blog 1. Content 1. Educate 2. Engage 3. Entertain 4. Enrich 2. Outreach 3. Design 4. Action
- 108. Benefits of blogging • Powerful tool for marketing and promotion. • Improve Search Engine Rankings. • Strong tool for networking. • Knowledge base for new employees. • Recruiting tool for your company.
- 109. A Successful Blog Strategy 1. Establish Blog Goals 2. Research Your Audience 3. Tell, don’t sell. 4. Post frequently & Consistently 5. Convey your personality. 6. Title and Body Optimizations
- 110. A Successful Blog Strategy 7. Solicit interaction 8. Don’t just blog ,Promote your content. 9. Measure and Fine-Tune Your Strategy for Greater ROI. 10. Think of a marathon instead of a sprint
- 112. FACTS 70 million+ total users 40 million monthly active users 80% female users Over 5 million pins/day 56% from 26-44 years http://qcmny.com/socialmedia/pinterest-usage-statistics- infographic/
- 113. WHY PINTEREST 97% 17 million+ & 15% 69% 98% 70% 1 2 3 4 5 http://qcmny.com/socialmedia/pinterest-usage-statistics- infographic/ http://www.relevanza.com/pinterest-tumblr- lead-growth-facebook-falls/ http://marketingland.com/study-70-percent-pinterest-
- 115. Set Up Business Account Complete account profile Verify business Website Set Up Boards Find & Pin Great Content Getting Started http://www.postplanner.com/how-to-use-pinterest-for-business- beginner-guide/
- 116. SPREAD THE WORD!!! Once Pinterest is ready to go & consistent, it is time to tell people about business on Pinterest. http://www.postplanner.com/how-to-use-pinterest-for- business-beginner-guide/
- 118. Getting Started Recap Pin great images Know target market Share quality content Follow pinners who have similar interests & share, Like, or comment on their pins Promote Pinterest account on business website or blog Check analytics frequently to see who’s sharing brand content http://www.slideshare.net/postplanner/how-to-use-pinterest-for-business-a- getting-started-guide-for-beginners
- 121. DOING IT RIGHT………. SONY Over 2500 Followers 800% increase in traffic 10 times more click than Pin It Over 4 billion impressions Highlights https://business.pinterest.com/en/success- stories/sony http://www.socialmediaexaminer.com/pintere st-case-study-sony/
- 125. GETTING STARTED http://www.slideshare.net/Sosarina/instagram-101-how-to- use-instagram-for-business Download the app Set up account Add a profile picture Write a profile Link to company website Communicate through hashtag
- 126. HOW TO USE INSTAGRAM Popular Tab Home Tab Camera Tab News Tab Profile Tab Instagram.com
- 128. Tell What You Do In a Creative Way http://www.slideshare.net/juliaseregina/how-to-use-instagram-for
- 129. USE HIGH QUALITY PHOTOS http://www.slideshare.net/juliaseregina/how-to-use-
- 130. SHOWCASE LIFESTYLE, NOT THE PRODUCT http://www.slideshare.net/juliaseregina/how-to-use-instagram-for-
- 131. INSPIRE & EDUCATE FOLLOWERS http://www.slideshare.net/juliaseregina/how-to-use-instagram-for-
- 132. ASK CUSTOMER FOR CONTENT http://www.slideshare.net/juliaseregina/how-to-use-
- 134. USE CLEAR “CALL TO ACTION” IN POST CAPTION http://www.slideshare.net/juliaseregina/how-to-use-instagram-for-
- 135. FEATURE PRODUCT IN THE CONTEXT http://www.slideshare.net/juliaseregina/how-to-use-
- 136. INTRODUCE TEAM & NEW EMPLOYEES http://www.slideshare.net/juliaseregina/how-to-use-instagram- for-business?related=1
- 137. USE HASHTAGS Do not overuse them http://www.slideshare.net/Fiverr/fiverr-e- book6hashtagsoct21
- 139. Measurement • Reach • Frequency and traffic • Influence • Conversation and Transaction • Sentiment
- 141. RECAP • Strategize • Listen • Respond, Engage Be human • Analyze & Measure
- 142. Bear in mind • Equation isn’t big moves on the chess board, it little moves made everyday that eventually add up to a major shift. - JayBaer
- 143. Few last tips • Stay honest & transparent • Be interesting • Learn by doing • Get personal account • Have a lots of listening • Spread the Love • Be connected with your audience • Engage in conversation • Make Yourself available • Provide links on website • Cross link content • Encourage participation
- 144. • Thanks