How to Improve Business Results with Social Media

channelship.ie Channelship Web Agency

Useful blogs & books

Socialmediaexaminer.com

thebrandbuilder.wordpress.com

chrisbrogan.com

garyvaynerchuk.com

Expectations

What would you like social media to do for you?

Key areas you can leverage with social media

Thought leadership

Idea sharing

Recruitment

Business development

Client retention

Reputation management

4 basic reasons why your company should be online

Your customers and prospects are online

Some people are already talking about your company

and your competitors

You are interested in increasing traffic to your website

Networking is vital for your business

Social Media Examiner surveyed 3300 businesses

Is social media important for my business? Top benefits perceived

…through social networking tools Information sharing has changed

Anyone can BREAK the news

Source http://wearesocial.net/blog/2010/08/uks-media-consumption-habits/

Media fragmentation throughout the day

Big announcement: 1876

Western Union internal memo, 1876.

“This 'telephone' has too many

shortcomings to be seriously

considered as a means of

communication. The device is

inherently of no value to us”

British Parliament, 1885.

“There is no need for

telephones. We have

enough messengers here”

Charles H. Duell, Commissioner of US patent office, 1899

“Everything that can be

invented has been

invented."

…back to the future

Social media is not about Facebook, Twitter, etc

It’s about them

Customer focus in social media

Get this image here: bit.ly/customerfocus

Social media marketing funnel

Attract

Engage

Nurture

Convert

How can you attract relevant people?

"You can make more friends in two

months by becoming interested in

other people than you can in two

years by trying to get other people

interested in you."

Think about your customers and prospects’ problems.

Give them content (gifts) that they’ll value. (ATTRACT)

Don’t pitch your company when offering value.

Don’t talk about yourself all the time. Don’t be boring.

The aim? (next slide)

How can you attract relevant people?

Building trust is everything

Social Media is just a set of tools

Build – Disassemble – Adjust - Repair

Communications changed from top-down…

Company

…to vertical and lateral engagement

Company

Brands & companies’ race for attention

What if just relevant people got closer voluntarily?

Strategically connect with your audience

Image by John Willshire @willsh

How will you differentiate your business?

Step by step

• Financial institutions

• Revenue

• Accounting tools

• Financial news sites

• …

First step: Define your customer & community

My prospect / customer Relevant to “accounting”

Monitor & publish: Hootsuite.com

bit.ly/smlisteningstation

Business blogging

1

Your content hub

Can you share any experience with blogs?

The weight of blogging

• Give company a human voice

• Get more business from Google

• Get more exposure

• Position your company as an authority

• Spreads the word easier, cheaper & more effectively

• KEY: Connect easier in social networking sites…

Your blog is your

HOMEBASE!

A simple picture

YOUR BLOG

(Home base)

Great content pulls qualified traffic

YOUR BLOG

(Home base)

Industry blogs in Ireland

Industry blogs in Ireland

Good example: a4g-llp.co.uk

But… what do we talk about?

You already count with a wealth of ideas!

Really?

TOP 50 Business accounting blogs

Best General Business Accounting Blogs

Best Small Business Accounting Blogs

Best Tax Business Accounting Blogs

Best Specialty Business Accounting Blogs

Go to: bit.ly/topaccountingblogs

Blogging: 3 key practices

Comment

Write

Read

What if I need help with content?

What if I need help with content?

Your content should build an email database

Improving internal communication

2

Private networks

Better collaboration: Yammer.com

LinkedIn.com

Business networking

3

Starting point

A good analogy

1. You are not visible to your

network

2. You cannot see your

network’s activity

3. Spontaneous connections

are not likely to happen in

this format

What’s my network doing and who are they connected with?

?

The meeting scenario

How much do we know before and

after that meeting?

?

First step: Have a 100% complete profile

LinkedIn Applications

LinkedIn Sections

How to invite people

When inviting people always customise your message and include contact information in your signature

Note: you cannot include links or emails so leave a space between characters

Publish via status updates

Every status update gets exposed to your business

network

Now your company can also publish status updates

Business networking in 5 Minutes per day

Useful resources

bit.ly/linkedinopportunities bit.ly/3linkedinmistakes bit.ly/listeningonlinkedin

Get recommendations!

Recommendations in action

Taking action

Complete your profile to 100%

Add a blog and/or video

Connect with prospects, customers & colleagues

Visualise business network activity

Post one or two updates weekly

Seth Godin about “Networking”

“…Not everything you do

actually gets a response. In

fact, most of it doesn't. But

each effort is a tiny brick

in the wall of perception,

even when it appears to be

dumb and even senseless.”

YouTube.com

4

Online video

…that people remember:

20% of what they hear…

30% of what they see…

70% of what they both hear and see?

Source: http://www.eyespot.com/WhyVideo/

Did you know?

Communicate easier: Click

After Google, the second search spot is

Build trust and reputation

Facilitate decision making

Why go video?

Online video optimisation

Enter title, tags and description, including links pointing to your site

Next… Online video ideas!

In front of the camera

Creating valuable videos

Screen recording Webinars LIVE video

Taking action

Open a free YouTube account

Start small: produce simple video content

Upload videos to YouTube and create good titles

Embed your videos on your blog to get traffic

Be patient: videos build trust over time

BONUS tips…

1. Your email signature could look like this…

2. Google apps is more flexible for your business

2. Google Docs will transform the way you work

3. Slideshare.net: Your hub to share presentations

Wrapping up

Attract

Engage

Nurture

Convert

Thank you!

Guinness Enterprise Centre. 500 Chiswick High Road. Taylor’s Lane Dublin 8. London, W4 5RG, UK. +353 1 5241415 +44 207 9935601 www.channelship.ie www.channelship.co.uk

DUBLIN LONDON