Social Media ManagementBSB5-11 - BodyShop Business

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Social Media MarketingSocial Media MarketingStrategies for BusinessStrategies for Business

Your Host…Mark Claypool

• CEO of Optima Worldwide, Select Tech (SOP MD)• Founder of Mentors @ Work, Former Executive

Director NABC, I-CAR Education Foundation• Co-Founder of the Collision Industry Foundation• Over 27 Years Of Experience in Workforce

Development, Business/Education Partnerships, Apprenticeships, Project Management Services, IT and Web Presence Management

• Contributing Editor- Body Shop Business Magazine• TeamUSA Leader- World Skills Championships

What We’ll Cover Today…

• Why Social Media Marketing (Facebook/Twitter)

• Setting Up Your Accounts for Success• Securing Followers/Fans• The Development of Content- Why Would

People Want To Follow You Online?• Optimization (Driving Your Search Engine Ranking

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© 2010 Optima Worldwide Limited

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Why Social Media MarketingBecause most of your customer/client base is likely on Facebook, MySpace, Twitter, etc. and use YouTube


Why Social Media Marketing• Facebook alone has over 600 million active users

and adds over 500K new users every day• Twitter has over 75 million users who Tweet more

than 50 million times a day


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Why Social Media Marketing






• 33% use social media sites to research products/services

• 47% say social media sites influence their decisions to purchase products/services

• 26% changed their minds after reading something on social media sites

78% of consumers trust peer recommendations

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Why Social Media Marketing• The incredible growth of these networks undeniably

tells us that there is a strong desire to connect with other people around common themes and interests

• This provides business (YOU) with a whole new avenue for communicating, relationship building and selling online


Why Social Media MarketingSocial media sites are the fastest-growing

category on the webDoubling in traffic over the last year



The POWER to define and control a BRANDis SHIFTING from

corporations and institutions toINDIVIDUALS and COMMUNITIES.


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Traditional marketing

Monologuehas become a

Dialogue



We’re Moving From…

Pay To PlayTo…

Play To Play



SMM give business a chance to keep the local public informed about your business, or just let them know that you are there and a PARTICIPANTin something they participate in themselves


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Why Social Media MarketingFrequent Tweets and posts on

Facebook will keep your business in the forefront of the public’s mind. They’ll know what you do and be more likely to turn to you when they need your services.


Why Social Media MarketingWith social media a part of so many

people’s day-to-day lives…

You cannot afford to be on the outside looking in on the

online conversation(or not looking at all!)



We want more of something…• Customers/Sales• Brand awareness- BUZZ• Time in the day


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Setting Up FACEBOOKSetting Up FACEBOOKTips for doing it right…Tips for doing it right…


Setting Up Your Accounts for Success… Facebook• Create a company Facebook account • DO NOT simply use the personal account of one of

your employees. It should be a new account in the company's name, and not “Fans of…”

• Add some basic profile information and a picture. This is not critical, since this is a "personal" profile, and the majority of your focus will be on the Facebook LIKE page.


The page name should be the company, "ABC Auto Body," and should be created as a Local business, “Vehicle Service”


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Setting Up Your Accounts for Success… Facebook• Edit Profile information - add as much information as

possible• Add a Profile picture - this should be either a picture of

the owners (ideally) or a professional picture of the front of the building. Make it personal, make a connection.

• Add some photo galleries– Showcase the building, inside and out– Show the staff– Before and after galleries

• Social media is all about building trust and giving your business a friendly and personal face.


Setting Up Your Accounts for Success… Facebook• Optional - Post some Discussions. Pose some

questions and give people the opportunity to respond. Examples: "Questions about Collisions: Have you been in a collision? Do you have questions about what to do, who to call, how the repair process works? Post them here!"

• Optional - Look around for other Apps. Add video, etc.


Setting Up Your Accounts For Success… Facebook


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Facebook… Reports


Facebook…


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Facebook Ads…

Facebook Advertising can be a powerful tool. A few tips:

• Pay for Clicks, not Impressions. If nobody clicks, you don't pay.

• Target your most engaged demographics - offer free car seat safety checks, car washes, discounts on detailing for example.


Facebook Ads…

• Always do it in such a way that you know where the traffic is coming from: "Print this Coupon," "Mention this Ad," "Visit Our Site," etc.

• Link to the most relevant page in your site for the given ad text, not just the home page.

• Measure the conversion value of this traffic using Google Analytics from your site.


Setting Up TWITTERSetting Up TWITTERTips for doing it right…Tips for doing it right…


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Setting Up Your Accounts For Success… Twitter• Essential- An effective design that properly

showcases the company's brand• Start with a background image that captures the

brand and colors of the company. There are a few different options:– Create a tiled background that subtly, but clearly, displays

the company's logo– Create or modify a full-screen background image

appropriate to your business and industry.


Setting Up Your Accounts For Success… Twitter

• Use a full-screen photo of your city/town if it's particularly distinctive, a source of pride. Particularly true for shops near major landmarks like the Golden Gate Bridge, etc.

• Use a full-screen photo of your shop, but only if it is a good, high-quality image. A photo with power lines, garbage, and a timestamp won't help.

• Once you have the background, choose your foreground design colors. If the background is a busy or dark design, the main background color should be white, and the text should be dark. Match link colors and titles to company colors when applicable. Try to use complimentary color palettes when possible.




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Securing Fans/Followers• Promote it on your home page


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Securing Fans/Followers• Make up a flyer that is included in your paperwork

upon delivery of the vehicle


Securing Fans/Followers• Verbally invite them, tell them why they should

become a fan/follower• Get online, search Twitter for who’s in your area,

what their interests are. Follow them…• If they see that you are following them they may visit

your profile page, which should be full of information about you, become interested in you and start following you

• When you find discussions related to your business, chime in

• Website, Biz Cards, Brochures, E-mail Signature, Message on Hold, EVERYWHERE!


Securing Fans/Followers• QR Codes• http://qrcode.kaywa.com/


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Development of Content

• Content must be relevant and interesting

• Shared with ANYONE, allowing you to reach and engage more people, drive more awareness and business


Development of Content• If you post nothing but advertising no

one will follow you• Car care tips, Driving Tips, Local Events,

Time Change, School Closings, Fun Facts, Funny Stuff. Prom, 1st Responders

• Fresh stuff (minimum twice daily for Twitter, once a week for Facebook)

• Weekly specials on Twitter• Monthly specials on Facebook


Development of Content• Share links…• Link shorteners• Retweet• Tag testimonials• Reply to comments, ENGAGE in the

conversation• NOT ABOUT YOU –

IT’S ABOUT WHAT YOU KNOW!


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Link Them All Together• For Social Media Marketing (SMM)

purposes, link them all together, your website, Facebook and Twitter pages

Questions?Mark Claypool

www.OptimaWorldwide.comwww.SOPMD.com

888-225-6968

Web Presence Management1 Goal and 1 Goal OnlyDriving Traffic To Your Door

Mark Claypoolwww.OptimaWorldwide.com

www.SOPMD.com888-225-6968

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Web Presence Management

Web Presence Management1 Goal and 1 Goal Only

Driving Traffic To Your Door• Website Design and Development• Search Engine Optimization (SEO)• Social Media Coordination

Website Design and Development• Free analysis of your existing site• Domain name research and registration services• Full time design team• Affordable pre-designed templates• Custom built sites fully optimized for search engines

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Website Pre-Designed Templates

PremiumTemplates

Custom Website Design Services

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Website Hosting

• Low monthly hosting fees, only $14.95• Hosted On Optima Worldwide’s servers

Search Engine Optimization (SEO)• If potential customers can’t find you online,

why waste the time and money?• Optima Worldwide specializes in SEO• Mike Anderson’s Wagonwork site- now

generating 12-15 appointments per week• Wagonwork website traffic up 60% in 45 days

Social Media Management• Building brand awareness• Facebook and Twitter management- Who

has the time? Optima Worldwide does it for you

• Weekly Facebook posts, customized with specials you provide

• Two Twitter posts per day during the week• Fully integrated with your website

Set up: $295

Monthly: $95

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Web Presence Management1 Goal and 1 Goal Only

Driving Traffic To Your DoorMark Claypool

www.OptimaWorldwide.comwww.SOPMD.com

888-225-6968

Documents

Social Media ManagementBSB5-11 - BodyShop Business