Social Media Success: Online Marketing Trends and Social

Social Media Success:

Online Marketing Trends and Social

Networks Best Practices

June 19, 2013

Presented by Mike Byrnes

President of Byrnes Consulting, LLC

www.byrnesconsulting.com

© 2008-2013 Byrnes Consulting, LLC. All rights reserved.

#BasecampSRI

@ByrnesConsultin Logistics

Always check with your compliance department for its specific guidelines on

what your organization will allow you to do online and with social networks.

Byrnes Consulting might video record this session.

If so, a portion of it will be posted on ByrnesConsulting.com.


#BasecampSRI

@ByrnesConsultin Is there water in the pool?


#BasecampSRI

@ByrnesConsultin LinkedIn consulting agenda

Prospecting

Branding (profiles)

Communicating

Client relationships

LinkedIn advice


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@ByrnesConsultin Remember doing a research paper?


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@ByrnesConsultin Who still uses the phonebook?

X o X

63% of U.S. Internet users use search engines daily

Source: eMarketer August 2012


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@ByrnesConsultin The impact of the research era

Zero moment of truth

1st moment of truth

2nd moment of truth

Would it surprise you to know that a full 70% of Americans now say they look at product reviews before making a purchase?2 Or that 79% of consumers now say they use a smartphone to help with shopping?3 Or that 83% of moms say they do online research after seeing TV commercials for products that interest them?4 http://www.zeromomentoftruth.com/assets/files/google-zmot.pdf

http://www.zeromomentoftruth.com/assets/files/google-zmot.pdf






#BasecampSRI

@ByrnesConsultin Purchase decision spectrum

No research Lots of research

Investments?


#BasecampSRI

@ByrnesConsultin What will your prospects find online?

Other websites

Your

websites

3rd-party published content

http://rds.yahoo.com/_ylt=A0WTefbdh3VMFW8AF2KjzbkF/SIG=129dd9u6q/EXP=1282857309/**http:/sharealogo.com/wp-content/uploads/Yahoo_ai.png

http://fundraisingcoach.com/blog/wp-content/uploads/2011/12/googleplus-logo.png


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@ByrnesConsultin 200 million plus LinkedIn members

Source: LinkedIn

Most searched in 2012… 526,270 views

Total number of 2012 searches…


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@ByrnesConsultin Proof this works


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@ByrnesConsultin What’s your webutation?


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@ByrnesConsultin What to aim for

Retention & new business

Increased website traffic

Higher search engine rankings

More online interactions

Elevated awareness

“An archer cannot hit the

bullseye if he doesn’t know

where the target is.”

– Anonymous

So

cia

l m

ed

ia h

elp

s

bu

ild

rela

tio

nsh

ips


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@ByrnesConsultin Shot gun vs. sniper approach

Fish

wher

e the

fish

are!


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@ByrnesConsultin The most powerful prospecting tool

Source of data: LinkedIn

http://press.linkedin.com/about


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@ByrnesConsultin Who has done an advanced search?


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@ByrnesConsultin LinkedIn prospecting

Source: LinkedIn



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@ByrnesConsultin LinkedIn is not a fad

Source: eMarketer and LinkedIn



#BasecampSRI

@ByrnesConsultin Strong social connections

People you may know

http://inmaps.linkedinlabs.com/


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@ByrnesConsultin Use the lunch rule


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@ByrnesConsultin Cleaning out unwanted contacts

No message, but they might notice


#BasecampSRI

@ByrnesConsultin Share through your profile


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@ByrnesConsultin Add profile sections


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@ByrnesConsultin LinkedIn don’t #1 – testimonials


#BasecampSRI

@ByrnesConsultin Shutting off testimonials


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@ByrnesConsultin Cause-related social media


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@ByrnesConsultin LinkedIn profiles can show you care


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@ByrnesConsultin LinkedIn’s new company pages


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@ByrnesConsultin 6 degrees of…

Add social media to your marketing

and service plan

Build time in the weekly routine to

stay active

Grow your book of business


#BasecampSRI


Prospecting

Branding (profiles)

Communicating


Facebook advice


#BasecampSRI

@ByrnesConsultin Timing

Source: SocialTimes

http://socialtimes.com/infographic-reveals-the-best-times-to-post-to-twitter-facebook_b67570


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@ByrnesConsultin The point of Facebook


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@ByrnesConsultin A brand’s Facebook page

Source: Mashable

http://mashable.com/2013/05/07/facebook-edgerank-infographic/


#BasecampSRI

@ByrnesConsultin Reach: Facebook’s algorithm

http://keenlykristin.com/2013/04/20/facebook-edgerank-algorithm/ http://www.tofumarketing.com/social-media/facebook-posts-that-will-increase-your-engagement-and-boost-sales/


http://keenlykristin.com/2013/04/20/facebook-edgerank-algorithm/








http://www.tofumarketing.com/social-media/facebook-posts-that-will-increase-your-engagement-and-boost-sales/











































#BasecampSRI

@ByrnesConsultin Reach: Facebook’s tops

https://www.salsalabs.com/support-community/blog/2013/5/new-organizing-institutes-social-media-strategy

1. photo albums

then

2. individual photos

then

3. video

Source: Mashable






















#BasecampSRI

@ByrnesConsultin Types of learners

65%

visual 30% auditory

5%

kinesthetic

http://www.4therapy.com/life-topics/parenting/how-do-kids-learn-2342






















#BasecampSRI

@ByrnesConsultin Humans want to work with humans


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@ByrnesConsultin Byrnes Consulting’s ‘best post ev-ah’

https://www.facebook.com/media/set/?set=a.10150835461390223.736498.500176515222&type=1














#BasecampSRI

@ByrnesConsultin Engagement by post type

Source: Social Digital Space

http://tracksocial.com/article_methodology-tracksocial

http://www.socialdigitalspace.com/wp-content/uploads/2012/06/Facebook-Engagement1.png

http://www.socialdigitalspace.com/social-media/optimising-facebook-engagement-%E2%80%93-text-links-photos-or-videos/












#BasecampSRI

@ByrnesConsultin Ask fans to vote

Source: Social Digital Space

http://www.socialdigitalspace.com/social-media/optimising-facebook-engagement-%E2%80%93-text-links-photos-or-videos/


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@ByrnesConsultin Recency and frequency


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@ByrnesConsultin Facebook Insights


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@ByrnesConsultin Handheld computers

54% of

monthly

Facebook

users use

Facebook

mobile

Source: AllFacebook

http://www.google.com/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=hol5QiMZCeLUMM&tbnid=Kllw9JmTgwhBNM:&ved=0CAUQjRw&url=http://www.likeableonline.com/social-media/facebook-finally-enabled-the-sharing-button-on-mobile-apps/&ei=ddqcUd2SEcXj0gHGi4DoBA&bvm=bv.46751780,d.dmQ&psig=AFQjCNET_Hh_9IadxlCOjy5ojT1YDmeqLw&ust=1369320396165654

http://allfacebook.com/socialbakers-mobile-infographic_b88216


#BasecampSRI

@ByrnesConsultin Facebook Graph Search

http://www.google.com/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=r8gDpYmRdFRQqM&tbnid=6mF1q7ygVAB2aM:&ved=0CAUQjRw&url=http://gadgets.ndtv.com/social-networking/news/facebook-graph-search-to-generate-revenue-wont-rival-google-analysts-318685&ei=UU2cUcSbGpa54AOli4HoBg&bvm=bv.46751780,d.dmg&psig=AFQjCNHpswc5gWuemKDKLRjRHEytJoPn5g&ust=1369284101945911


#BasecampSRI


Prospecting

Branding (profiles)

Communicating


YouTube advice


#BasecampSRI

@ByrnesConsultin The second largest search engine

Number

of views

Video title

Video

descriptio

n

Video

rating

(likes vs.

dislikes)


#BasecampSRI

@ByrnesConsultin Mind blowing stats

http://www.youtube.com/yt/press/statistics.html

More than 1 billion unique users visit each month

Over 4 billion hours of video are watched each month

http://www.google.com/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=7srpltBEO5DtiM&tbnid=JK3T0Bi266AFaM:&ved=0CAUQjRw&url=http://sportsmediajournal.com/2009/03/31/espnyoutube-partnership-who-benefits/&ei=4ZWdUa-qE8LE4APOk4DQAg&bvm=bv.46865395,d.dmg&psig=AFQjCNFiNZCD6NxtBBclcRVyaWAC67b9qA&ust=1369368359764471


#BasecampSRI

@ByrnesConsultin Record everything

Webinars

Presentations

Roadshows

Meetings

Google+ Hangouts

http://www.google.com/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=ryZjipc5_RCnhM&tbnid=JanfYU42tPoBBM:&ved=0CAUQjRw&url=http://www.futurity.org/science-technology/cutting-pie-not-a-piece-of-cake/&ei=bgieUaO5KOv64AOZuIHIBw&bvm=bv.46865395,d.dmg&psig=AFQjCNGEMWriTDRAb7uuMdYaDPXc8bpYrg&ust=1369397710985607


#BasecampSRI

@ByrnesConsultin Professional vs. armature


#BasecampSRI

@ByrnesConsultin Education


#BasecampSRI

@ByrnesConsultin A combination


#BasecampSRI

@ByrnesConsultin Gangnam Style


#BasecampSRI

@ByrnesConsultin What’s your definition of viral?


#BasecampSRI


Prospecting

Branding (profiles)

Communicating


Twitter advice


#BasecampSRI

@ByrnesConsultin Listen

http://www.google.com/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=dUQg9wUvoE_x0M&tbnid=oK9_91Fya3nkUM:&ved=0CAUQjRw&url=http://morethanpuppets.com/2012/05/04/dealing-with-difficult-people-part-2/&ei=W6GfUdmJNY2K9AT0k4CQAQ&psig=AFQjCNEnYfhp8wVPohpl572dg7_484xiHQ&ust=1369502408185589


#BasecampSRI

@ByrnesConsultin Step 1: Learn (free information)

http://www.google.com/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=kZFkW_0IjNaFFM&tbnid=8vIbnOiq7rfucM:&ved=0CAUQjRw&url=http://fourcornersdesign.blogspot.com/2011/09/one-good-picture-deserves-anotherand.html&ei=CKCfUfuKKo6K9gTx5YHADA&psig=AFQjCNG4HJX7b0QJVkssO2OdfClW-n8rpQ&ust=1369501961772005


#BasecampSRI

@ByrnesConsultin Follow

Thought leaders

News sources

Reporters

Competitors

Clients


#BasecampSRI

@ByrnesConsultin Step 2: Filter

Best info

Filter it

Collect all information


#BasecampSRI

@ByrnesConsultin Step 3: Share

http://www.google.com/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=kE8xWDB7ka4BwM&tbnid=vRwFuSQzKk232M:&ved=0CAUQjRw&url=http://www.sibbc.org/sibbc/index.php?option=com_content&view=article&id=105&Itemid=154&ei=DaGfUeO4O5Go8QTrkYCIDA&psig=AFQjCNEvsfGCgcYf9pTD06D1dsBgDIHTmA&ust=1369502342024013


#BasecampSRI


Prospecting

Branding (profiles)

Communicating


Content advice


#BasecampSRI

@ByrnesConsultin Just one piece of the puzzle


#BasecampSRI

@ByrnesConsultin Content marketing

http://www.google.com/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=8Df4tzoQDI8_HM&tbnid=l4ncqhdSjBnRaM:&ved=0CAUQjRw&url=http://www.sproutcontent.com/blog/?Tag=Content Marketing Strategy&ei=_fQsUZ6GLcyx0AGvh4GIBw&bvm=bv.42965579,d.dmQ&psig=AFQjCNE4d-GhzndIkIt1qaelRiJ-dnYU7g&ust=1361987143464169


#BasecampSRI

@ByrnesConsultin Leverage existing content

If there is no time or resources to develop new content within your firm, hire a copyrighter to provide ghost written information. Write in the language of the target audience.


#BasecampSRI

@ByrnesConsultin The new media kit

http://www.google.com/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=Dgx9hTP6saLw0M&tbnid=q-UQNWyImqJM-M:&ved=0CAUQjRw&url=http://muddycolors.blogspot.com/2012/05/how-to-make-free-website-in-less-than.html&ei=ORgtUdX1MIm_0AHWm4CYAg&bvm=bv.42965579,d.dmQ&psig=AFQjCNGnnYmCefXK5tSY3ISZQ0B9DkkF_w&ust=1361996193680154


#BasecampSRI

@ByrnesConsultin Bait the hook

http://www.google.com/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=4I1n4PXy_6qMNM&tbnid=bQNbnkFPOHdOpM:&ved=0CAUQjRw&url=http://lifestyle.resourcesforattorneys.com/fishing/index.php?entry=entry090713-000354&ei=4r0jUan2L9Ot0AGTz4DwCw&psig=AFQjCNGYpPwN5F00c-2hxnCEPEdol-Jnxw&ust=1361383194327476


#BasecampSRI

@ByrnesConsultin Rethink staffing for new needs

Brand journalist Lots available in this economy Good if they don’t know a lot about the industry to take your knowledge and make it translate Use interns wisely It takes an effort


#BasecampSRI

@ByrnesConsultin What’s the ROI?

Use Google Analytics for:

• Visits

• Page views

• Bounce rates

• Average time on the site

• Traffic sources

• Pageview breakdowns

Source all traffic


#BasecampSRI

@ByrnesConsultin Increase your reach

http://www.google.com/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=oCeqf2pAXWg8cM&tbnid=fa451osVUo2c4M:&ved=0CAUQjRw&url=http://techthumbs.com/get-youtube-views&ei=onWdUZfhMrKz4APM_4DgAg&bvm=bv.46865395,d.dmg&psig=AFQjCNGSlcx8-oUHECQpigek3ERrE2HMUQ&ust=1369360077927164


#BasecampSRI

@ByrnesConsultin

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Contact information

Mike Byrnes President of Byrnes Consulting, LLC

www.byrnesconsulting.com

832-4BYRNES [832-429-7637]

[email protected]

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Twitter: @ByrnesConsultin

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http://www.byrnesconsulting.com/

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Documents

Social Media Success: Online Marketing Trends and Social