You’d be crazy not to!

You’d be crazy not to!www.naid-em.org

LEARN IT OR LOSE IT: An Interactive Social Media Intensive

Sponsored by Intek Truck and Equipment Leasing

NAID 2013 ON SOCIAL MEDIA

• Interact with NAID online at:

− www.facebook.com/NAIDinNashville− www.facebook.com/NAIDInc− http://twitter.com/NAIDInc − Let’s get #NAID2013 trending on Twitter!

• Tag yourself at the event, share photos, post comments and let us know what you’re doing in Nashville!

LEARN IT OR LOSE IT: AN INTERACTIVE SOCIAL MEDIA INTENSIVE

http://www.facebook.com/NAIDinNashville

http://www.facebook.com/NAIDInc

http://twitter.com/NAIDInc


• Download the free NAID 2013 Conference app, Grupio:

- Go to your app store on your smartphone (iPhone, Android, Blackberry).

- Search for “Grupio” and download the app.- Search for “NAID” and select “NAID 2013 Annual

Conference.”



• QR codes are on your badges this year.

• Use the QR code reader in the Grupio app to scan the codes and upload contact information.



THE BASICS OF SOCIAL MEDIA Jeff Green, AccuShred

KEY SOCIAL MEDIA STATS

• 87% of B2B marketers use social media

• 63% of small business owners have made a sale from social media

• Half of all SMB decision makers

– 86% use Facebook– 50% use LinkedIn– 45% use Twitter


WHY SOCIAL MEDIA?

• Build website traffic

• Connect with customers

• Increase visibility

• Self-promotion

− Be top of mind: Know, like and trust


POPULAR SOCIAL MEDIA

• LinkedIn

• Twitter

• Facebook

• Google+

• Others: YouTube, Pinterest, blog sites, etc.


QUESTIONS TO CONSIDER

• Why are you using social media?

• Do you understand how you can most effectively benefit from social media?

• What are you looking to achieve using the site?

• Are your goals realistic?


QUESTIONS TO CONSIDER

• Have you created a strategy?

• How are you showing initiative?

• What have you been doing to build relationships?

• How much time scheduling to properly participate/execute your content schedule?


SOCIAL SUCCESS EQUATION

Social Media Site(s) + Action Plan + Initiation +

Allocated Time +Execution

Social Media Success!


WHY LINKEDIN?

• 200 million users

• Target demographic

• Most bang for your buck

• No fluff


WHY LINKEDIN?

• Use to increase sales

− Never miss a chance to connect with people

− Reach decision makers creatively

− Grow your network− No more cold calls!− Get past the gatekeeper− Unlock a more powerful way

to search


WHY LinkedIN?

• Use to increase sales

− Learn about their company (Research!)

− Use groups to learn and become the expert

− Make your profile work harder for you and see who is looking at you


WHY LinkedIN?

• Benefits of joining

− Provide Google with positive info about you

− SEO and web presence− Attract prospects− Show that you are a

professional


WHY TWITTER?

• Isn’t Twitter for B2C? NO!

• When I first spoke, there were 52 data destruction companies on Twitter, now there are more than 500!

• Allows us to tell our story

• Opt-in marketing


OPTIMIZE YOUR TWITTER

• Be simple and visible

• Keep it real

• Optimize your profile

− Use industry specific keywords when possible

− #papershredding, #NAID, #shredding, etc.



• Tweet structure

− Headline/phrase must be interesting

− Use bit.ly or other link shorteners

− Use hashtag (#) to make words searchable

− Keep them short, simple and stupid!



• Utilize a retweet strategy

• Twitter measurement: Quality over Quantity

• Use industry keywords in your bio


10 TWITTER TRIUMPH TIPS

• Use bit.ly to shorten links

• Find and follow industry leaders through lists, directories and other Twitter users



• Follow news sources, trade publications, associations and others for the latest information to share

• Share third-party content that provides value to your followers



• Post links to company blog posts more than once

• Test and track different tweets for engagement, clicks and retweets

• Pay attention to the time of day your audience is most engaged



• Tweet offers and links to landing pages to generate leads, it’s okay you are a business!

• Don’t overuse hash tags, especially ones that are abused with spam or not used

• Encourage followers to join your company newsletter


FACEBOOK AT A GLANCE

• Personal and business pages

• Facebook timeline: Tell your story

• Publicize events

• Time/schedule updates

• Facebook ads


GOOGLE+ AT A GLANCE

• Jury still out on whether it provides unique value

• Fastest growing social network (400+ million)

• Integrated with Google search (SEO)

• Google +1 for websites



CONTENT MARKETING STRATEGIESDrew Barwick, Rivermill Data Management

PARALLELS:

• Friends can’t be bought

• Communication is bidirectional

• SPAM STINKS!

• Start small, keep building

• Mistakes happen

• Everyone is different!

SOCIAL MEDIA AND REAL LIFE


PARALLELS:

“You are what you share.”

• You are more than just a product or a service.

• Consumers like to buy from people they trust. Be the EXPERT!

SOCIAL MEDIA AND REAL LIFE


DEVELOPING YOUR

• Set Google alerts for keywords/phrases to find content

• Examples: information security, regulations (HIPAA, FACTA, HITECH, state laws), ID theft, data breach

• Share useful information

CONTENT MARKETING STRATEGY


DEVELOPING YOUR

• Use Hootsuite, which is a free social media dashboard

• Share content and interact with Hootsuite

• Use Bitly to shorten links to help with character limitations

CONTENT MARKETING STRATEGY


BE CREATIVE!

• Communicate your personality to people

• Strike their interest and entertain

• Don’t be the commercial most people ignore


http://www.google.com/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=dEP61WJZK9jGFM&tbnid=OJvyAc6VPog7hM:&ved=0CAUQjRw&url=http://www.threewingsmedia.com/2011/02/push-pull.html&ei=ms0_UdGbEZCI9gS1-YCYCQ&bvm=bv.43287494,d.eWU&psig=AFQjCNEug-wtALzaLgodYlmuQROvzBZEdA&ust=1363222229350745

BE CREATIVE!

• Be original!

• Pull them to your profile

• Interact!

• “Like” and engage with other people’s content!


http://www.google.com/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=dEP61WJZK9jGFM&tbnid=OJvyAc6VPog7hM:&ved=0CAUQjRw&url=http://www.threewingsmedia.com/2011/02/push-pull.html&ei=ms0_UdGbEZCI9gS1-YCYCQ&bvm=bv.43287494,d.eWU&psig=AFQjCNEug-wtALzaLgodYlmuQROvzBZEdA&ust=1363222229350745

WHAT’S IN A “LIKE”?

• Increase your appearance as an expert

• Increase the number of viewers of your content

• Indirectly draw people to your profile to see what you offer


WHAT’S IN A “LIKE”?

• Respond to everything!

• Share the “Like”!

• Givers gain!


INTEGRATE

• Cross promote your social media profiles

• Include a social media promotion with your emails, flyers, invoices, brochures, etc.


INTEGRATE

• Pull current customers to your social media profiles

• “Like” their business pages

• Promote them to increase loyalty to you


INTEGRATE

• Encourage word-of-mouth marketing

• When they talk or like your content, their followers are led to your profile

• Draw more eyes to your content!


CONNECT, INTERACT,AND LEARN!

• Paul Garfunkel • Mike Sullivan• Karen Metz• Jeffrey Green• Taylor Oberst

• Kristina Carlberg• Bob Johnson• Tom Dumez• Angie Singer Keating• Drew Dekker• Drew Barwick

• Find us on LinkedIn where you will find links to our other social media profiles.


CONNECT, INTERACT,AND LEARN!

Find us on Twitter: @NAIDInc@BobatNAID @safeshredLA@ValleyGrnShred@PrivacyToday@dpwallace@idtheftprotect@PrivacyDigest

@ITRCSD@idexperts, @medawaydisposal@NetGainSEO

@LEARN IT OR LOSE IT: AN INTERACTIVE SOCIAL MEDIA INTENSIVE


SOCIAL MEDIA METRICS & ROIDrew Dekker, NetGain

UNDERSTANDING

• Social media is not a sales tool, but rather a conversation tool that creates a foundation of trust. This can lead to sales opportunities.

• Tracking your social media metrics should go alongside tracking website metrics.

• There are five core social media metrics…

SOCIAL MEDIA METRICS


UNDERSTANDING

• Social Media Metric #1: Engagement

− Are fans/followers liking, commenting, retweeting or pinning the content you post?

− If no one is interacting, no one cares about the content

− Don’t be afraid to try different methods and tactics (use humor, personalize it, etc.)



UNDERSTANDING

• Social Media Metric #2: Reach

– Reach is the number of people you potentially have seeing your content

– How big is your audience? Track follows, fans, connections, etc.

– Is your reach increasing or decreasing?



UNDERSTANDING

• Social Media Metric #3: Referral Traffic

– Are your social posts driving traffic to your website?

– Google Analytics will provide this information– Helps identify which content and which sites

you should focus your effort towards



UNDERSTANDING

• Social Media Metric #4: Share of Voice

– How much are you mentioned in comparison with your competitors?

– Staying active will help you increase your share of voice

– Socialmention or Marketing Cloud are scraping tools that can help with SOV



http://www.socialmention.com/

http://www.salesforcemarketingcloud.com/

UNDERSTANDING

• Social Media Metric #5: Influence

– The ability of you and your followers to influence people into action

– Continued participation and engagement will help build your influence

– Klout, PeerIndex and Kred are tools that help you determine your influence



http://klout.com/home

http://www.peerindex.com/?two=1

http://kred.com/

UNDERSTANDING

• Streamline efforts to manage your online reputation.

• Use a tool like Hootsuite to schedule posts, track mentions, and engage with followers.

• Be proactive and respond to positive and negative comments about your business.



TRACKING

• How do you track your ROI from social media?

• Analyze your five key metrics

− Engagement, reach, referral traffic, share of voice, and influence

• Each should see positive growth, if you see a large decline it’s time to re-evaluate your strategy.

SOCIAL MEDIA ROI


TRACKING

• Utilize goal funnels and conversions with your analytics account.

• Track phone calls either by asking or automating it with a system like calltrackingmetrics.com.

• Evaluate your strategy quarterly, track sales conversions and don’t forget to factor in labor to determine your true ROI.

SOCIAL MEDIA ROI


http://www.calltrackingmetrics.com/

FOOD FOR THOUGHT

• Is it better to have 10 regularly engaged followers or 1,000 followers who don’t engage with you?

• Facebook has over 1 billion users, while you can’t reach them all why would you avoid one of the most widely used websites on the planet?



LET’S OPEN IT UP FOR QUESTIONS!Thank you for participating with us!

Documents

You’d be crazy not to!