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Social Media
Do I do?
Or do I don’t?
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WhySay “I do!”
Social Media Dance Card
Social Media Etiquette
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Whysay “I do!”
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I do becauseI want to win
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I do becauseI want to build my
reputationSharing an experience is as valuable – if not more valuable – than the actual experience itself.
Sharing is the new giving
Builds your reputation
And your brand
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I do becauseI want to be
trustedShow customers what
exactly you do
But what they really want to know is who are you and who are the people who lead your company
Social networks extend and reinforce your personal touch
Jeff Korhan
http://jeffkorhan.com
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I do because I want to be a Trusted
Source
8
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I do because I want to be an
Influencer
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I do becauseSocial Media breathes new lifeinto traditional marketing
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I do becauseI want to ignite word of
mouth
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Ignite Word of Mouth
Widespread coverage
News reaches a much larger and broader reader base than standard media outlets alone
350 million on Facebook
20 million Twitter
Big Blend internet radio 2.5 million Get Your Message Out Faster & to More People
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I do becauseI want to manage my
brandGet a leg up
Use the social media to stay current with changing market needs.
Monitor what is happening in your market
Keep your company brand and personal name fresh
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I do becauseI need to listen to my
customersInvolve customers in the process to discover their business needs
Create collaborative solutions that they can jointly own
Engage the buyerMarkets today are collaborative.
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I do becauseI want to go where
customers are• Fish where the fish
are
• First mover’s advantage
• 29% visit Facebook
• 35% visit YouTube
• # of Users to many Social Media Sites doubles every 6 months
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I do because I want to reach Generations
46 % Baby Boomers maintain a social profile up 15% from last year
36% Seniors - up 22%
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I do because I want to reach the local
marketBuying local is a huge
consumer behavioral shift
Internet is all about local search
More holiday shoppers deliberately sought out locally owned businesses this year - Retail sales up 2.2%.
Overall retail sales were down 0.3% in December and up 1.8% in November.
"Buy Local" campaigns increased holiday sales 3%, compared to 1.0% without Buy Local initiative.
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I do becauseI want to reach Mommies
1st 2 years of mommy hood is spent with the baby and online
Women are natural networkers
Of women with children at home• 60.3% use Facebook• 42.4% use MySpace• 16.5% use Twitter.
Average Adults• 50.2% use Facebook• 34.4% use MySpace• 15% use Twitter
Purchase Decisions: 93.6% regularly or
occasionally seek advice97.2% give adviceRetail Advertising and Marketing Association
Mommy blogs huge!
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I do becauseit’s good business
US small businesses report up to 75% of new business comes from “word of mouth.”
831 US small businesses found that “well over 66% plan to increase their use of email marketing and social media in 2010.”(Vertical Response Nov 2009)
90% of executives feel their time online was ‘very valuable’ to their daily role
20% percent of companies have set up "ambassador" programs
92% of your customers expect you to engage in social networking
2020
Social Media Dance Card
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“Halo of Trust”
Think of these networks as a Rolodex on steroids
Set up a profile for yourself – and for your company – on Facebook, LinkedIn, Google Profiles, Twitter, etc.
Encourage customers to “friend,” “connect”, “follow” or “fan” you
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e-MailTraditional email one-sided
Share links and content in a place where it can start a dialogue or a series of replies.
Send e-mails directly to Facebook
Use online community input for e-mail newsletters
Email events, sales, happenings
Email coupons and special promotions
Drive traffic on a slow day
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The 500 Pound Gorillas 350 million Facebook users – up
600%
Twitter alone grew 1,382%
20 million Twitter users in the US50 million globally
17% “Matures” —63 to 75 — use Twitter regularly
Nearly 28 million “tweets” daily
Facebook users post 45 million updates daily
20 hours of video is uploaded to YouTube every minute. 3 Years of content being uploaded daily.
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World’s largest social network350 million users +++
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• 50% of our active users log on to Facebook in any given day
• 35 million users update their status each day
• 55 million status updates posted each day
• 2.5 billion photos uploaded to the site each month
• 3.5 billion pieces of content (web links, news stories, blog posts, notes, photo albums, etc.) shared each week
• 3.5 million events created each month
• 1.6 million active Pages on Facebook
• 700,000 local businesses have active Pages on Facebook
• 5.3 billion fans pages created
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350 Million Active UsersFacebook accounts for
25% of the Web's traffic
Communicate directly with your customers
Post information, press releases images, and videos
Promote and invite customers to events
Update “fans” of specials & sales
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Business Page
Communicate directly with your customers via its very own Status
Post information, press releases images, and videos
Promote and invite customers to events
Update “fans” of specials & sales
Let them know what’s new & just arrived
Promote services or provide information
FREE
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Business Fan Page
Let them know what’s new
Send alert when new plant materials is arriving or “just in”
Host “fan private sales”
Promote services or provide information
Upload photos & videos of landscaping jobs
Grossman’s did a “Telling Secrets” campaign
FREE
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Advertise on FacebookConnect with Real People in your
target market
Target by demographics - age to marital status-
Target by geographics
Target networks - workplace to school
Target by IP address
Target by interest - gardening to politics
Target by birthday!!!
Extend the reach of limited marketing budgets
Steve McShane
Peak Tweets occur @ 4:00 PM EST1 PM Pacific Time
Micro Blogs
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Micro Blogging:
• 140 characters texted to computer or cell phone
• Distributed to anyone who is “following” you
• And if it gets re-tweeted, it goes to all of there list
• Switch from trending topics to hometown conversations, or popular words and phrases in your area.
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Get Tweeting• Establish an account on Twitter
• Include a professional photograph.
• Follow people who fit your target market
• Post at least twice a day at different times of the day
• Retweet followers
• Use hashtags #ANLAmc
• Try to post funny, relevant, interesting, thought-provoking items.
• Don’t be afraid to engage followers or people who you follow.
Use for research
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Twitter Tell your customers
you’re going to send out a text message at least once a week with an amazing offer
Incent customers subscribe to your messages
Give them lots of special reasons to “follow” you
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Twitter List• Collection
lists of interesting people to follow on the micro-messaging service
• Can follow topics
• Use organizers like TweetDeck TwitScoopSeesmicTwitbabble
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Re-Tweeting
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Don’t be a twit• Incredibly powerful tool for communication, lead generation, research and referral opportunities
• Kyle Lacy’s “Twitter for Dummies”
• SpinWeb Twitter Seminar
• Just don’t be scared. You can grow your business with Twitter.
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One Good Tweet
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Linked In
Strengthens and extends your existing network of trusted contacts
50 million registered users in 200 countries
Network of professionals
Job hunting
Research
Reputation builder
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Business Networking Site equivalent to
Facebook Page
Linked In Groups
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Linked In Discussions
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Blog Branding
• Enhances both awareness and image
• “Spread the word”
• Gather input and feedback directly from their target audience
Opportunity: Insight into why people prefer – or don’t prefer – a brand enables you to speak intelligently to audience perceptions and preferences.
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Mommy BlogsMoms are spending time online searching for promotions and sharing opinions,
Women with children at home• 60.3% use Facebook (50.2%)• 42.4% use MySpace (34.4%)• 16.5% use Twitter (15%)
Purchase Decisions: 93.6% regularly or occasionally seek advice
97.2% give advice
Retail Advertising and Marketing Association
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Tumble Blogs• For those who don’t
want to write articles
• It’s very simple to set up
• Share photos, video or links you run across.
• Make it part of your Web site for announcements of upcoming sales and promotions.
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Talk to Your customers
• Tap into your customers’ “collective brain” – tell their stories in pictures
• Involve the end users to share and participate in the creation of “products”
• Again, remember to talk to your own customers – ask them what they want & report back the results
• Build communities
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Vlogging – A picture really does
“tell” a 1,000 words
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Vlogging: YouTubeSeeing someone and hearing them is
much more impactful than the written word
Video is the killer app.
It has authenticity and credibility.
Using an inexpensive digital video camera and some easy-to-use video editing software, you can become the “how-to” gardening expert of your community.
Offer customers to subscribe to your YouTube “channel” so that each time you post a new video, they will be alerted.
Get your customers to record and post their gardens
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Mobile• With more emphasis on
local, geo, and portability the "iPhone effect" can now be truly felt and will increase in the new decade.
• Location-based mobile social networking applications.
• Buzzd, CauseWorld, Foursquare, Gowalla, Loopt, MyTown, Whrrl, and Yelp -- offer ways to find friends, local hot spots
• Using location-based advertising.
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Putting it all together
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• iPhone accounts for about 33% of mobile web traffic
• Using phones on-the-go to access social networks, search, read content and find local information.
• Phones central hub and beacon
Mobile
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60
Connect it all
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Social Media
Etiquette
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Social Media Etiquette
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Social Media Etiquette• Don’t be a lurker
• Getting involved in discussions
• Post questions and participate in forums of information
• Give and ask for recommendations or reviews from current and previous customers
• Set your company up as a resource and an expert.
• Be honest
• Be authentic
• Sign your posting
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Social Media Etiquette
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Social Media Etiquette
• Thank people publically
• Be free with sharing information
• Use Twitter’s #FF #FollowFridays
• Thank customers and employees
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The Ultimate Social Media
• Doug Green powerful social media we have is, “‘face-to-face’
• Look people in the eye
• Call them by name
• Give them the answer they need.
• Want to improve your social media? Take a memory course and learn more of your customer names
• Remember them - recall details of your top customers
• Get an upgrade for yourself.
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Putting it together
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Get Started & Start Dancing
• Plan to spend an hour a day at it.
Become very good at one of the social networking formats
• Be engaged in all of them.
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© 2010 Garden Media Group
To download & reprint the GMG 2010 Garden Trends Report or view all Trend Reports, go to:
GardenMediaGroup.com & Please remember to give GMG credit.