Social Networking forPromotional Professionals

Presenter:

Dana R. Zezzo ProTowels Etc.440-344-5933| dzezzo@protowelsetc.com

www.protowelsetc.com

Pro Towels Etc. Dana ZezzoDana ZezzoPro Towels Etc.

Dana R. Zezzo, Vice President of Sales at Pro Towels Etc.

Dana has spent the past three years growing ProTowels into the largest supplier of beach and golf towels in the promotional products industry. He has been in the promotional product industry for over 18 years. Dana is equally involved in both the industry and in his local community in Ashtabula, Ohio. He is a past president of TRASA - the Three Rivers Advertising Specialty Association, and currently serves on both the ASI Stitches Advisory Board and on the PPAI National Leadership Conference Advisory Committee. He also gives seminars across the country on industry related topics such as How to Market your Apparel Decorating Business, Selling Strategies and Social Networking for Promotional Products Professionals.

In 2010 Dana has been named to Stitches Magazine's Top 20 and Counselor’s Hot 50 list.

Dana currently lives in Ashtabula, OH with his wife, Shelly and three daughters where he continues to update his facebook , linkedin and twitter profiles on a daily basis.

Pro Towels Etc. has changed the view of our category and the perception of our company by utilizing the social media platform.

DANA ZEZZO – VICE PRESIDENT of SALES440-344-5933| dzezzo@protowelsetc.com

Todays Discussion• Profiles• Rolodex• Touches• Building Network• Post (Balance)• Watch / Listen• Join Groups• Conversations

• Spider Web Theory• Satellite Radio Theory• Accessibility!

social networking

=

sharing/networking online

Simple Definition

Physical Socializing can not be replaced!

Social Media only brings the relationship to a DEEPER level.

• Stay in front of clients & prospects• Know your clients/prospects better

– Identify unknown connections

• Find new prospects• Branding• Sales• Fun

Benefit From Social Networking

What We Want to Prove TodayThe Ultimate Rolodex?

Consumer Buying & Research Habits Have Changed

Social Networking / Social Media Keywords

Viral

Transparency

Conversation

• Focus on activities that drive sales and relationships

• It takes 9 touches to get an account - most reps give up after 3

• These touches can be:

– Sales Calls

– Phone Calls

– Emails

– Presence

– Branding

– Persistence

– Social Networking

– Right Place at the Right Time

– Etc.

Touches85% of all business is done after the 9th touch

#1 Reason Salespeople Should Use Social Networking Sites

WARM UP YOUR COLD CALLS

Social Networking Usage DoublesASI Central (3/2/2010)

A new University of Maryland survey shows social media usage among small businesses increased to 24% in 2009, up from 12% in 2008. Further, three out of four respondents reported use of a company social networking Web page, tied to a site like Facebook or LinkedIn. An additional 40% of respondents say they have created a blog, where they post entries related to their areas of expertise. About 26% of those surveyed send Tweets about their business field, while 16% use Twitter as a customer service tool. “Social media levels the playing field for small businesses by helping them deliver customer service,” said Janet Wagner, director of the Center for Excellence in Service. “Time spent on Twitter, Facebook and blogs is an investment in making it easier for small businesses to compete.” Besides demonstrating usage, the survey also compared expectations to results, showing social networking wasn’t quite as effective in attracting new customers as had been hoped. Roughly 73% of respondents expected social networking to help customer acquisition, while only 61% of surveyed businesses could identify an uptick. However, 46% of respondents believe social media helped their businesses stay engaged with customers, falling in line with expectations. Maybe most notably of all, 22% of those surveyed feel social networking is already helping them turn a profit, with 46% believing the marketing tool will help them make money within the next year. This new optimism among business executives is an attitude reversal from prior studies, including one conducted by Citibank last August. In that study, 75% of respondents did not find social networking to be helpful for generating leads or expanding their businesses.

Touches

Daily Touches

The BIG Question … Social Media 30 – 60 minutes a day!

Satellite Radio Theory

7. Blogger 11. MySpace 13. Twitter

www.alexa.com – Ranks the Top 500 Sites on the web

http://www.fastcompany.com/mic/2010Credit:

So you all have a great product and you want people talking about your product…Right?

Social Media marketing is about CREATING CONVERSATIONS

about you and your product.

Social Media will drive people to your website. So you will be able to make the conversion faster.

1. Get them to visit your website2. Turn into leads3. Turn leads into sales

Source:*Reminder: 85% of all business is done after the 9th touch.

So what does this tell you?

That people are using Social Networking Sites for

Building Relationships and

Research Before Buying

This will improve your Google ranking

If Nothing Else …

Add Personality and Humaness your Brand

• Listen & observe – What clients/prospects

are doing– Learn about families,

interests & activities

• “What’s happening”• Interesting pictures

– Kids– Events

Networking on Facebook – Personal Focus

BALANCE

• Status updates at tradeshows

– Upload pictures of new & cool products

• Exciting products with broad appeal

Networking on Facebook – Business Focus

Business Pages

POST

• Events

• Videos

• Discussions

• Photos

• Blog Articles

Adds Personality and Humanizes your Brand

Transparency

Prime Example

• DO NOT SELL ON FACEBOOK• It’s About Networking, NOT Selling

Selling on Facebook

Use in Industry:

54% of distributors

46% of suppliers

• The professional networking site• 3 key purposes

– Expose credentials to customers

– Expose your entire network to you

– Find new customers

The Goal of LinkedIn

To engage an audience & build a network.

• Do this by demonstrating your

expertise and thought-leadership.

• Don't sell your services, but feel

free to drive people to relevant

content on your site that adds value.

• Some people only connect with personal friends on Facebook

• Gives you a professional profile

• Referrals & introductions

• Prospecting• Google

• Lots of users, you never know…

Why Be Active on LinkedIn

Harness the Power of Video

• Do not sell• Be relevant & transparent• Live as if your mom is watching• Remember if you are mixing

– Don’t play games– Don’t drink and post

• Have fun!

Rules To Follow On All Sites

www.linkedin.com/in/daledenhamCredit to: Dale Denham

Spider Web Theory

Accessibility!

Ultimate Rolodex

Easier to keep contactinformation up to date –never lose touch!

Facebook Use in Industry:59% of distributors 62% of suppliers

EVOLUTION OF THE BUSINESS CARD

ACCESSIBILITY??

EVOLUTION OF THE BUSINESS CARD

THANK YOU!

Presenter:

Dana R. Zezzo ProTowels Etc.Cell: 440-344-5933| dzezzo@protowelsetc.com

www.protowelsetc.com

Pro Towels Etc. Dana ZezzoDana ZezzoPro Towels Etc.