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CLIENTS: Plastic Surgeon’s, Attorney’s, Retail, Resorts, Moving Companies & More
PAST: USWEB/CKS – Built websites for Nike, Clinique, Timberland, Fujitsu, Docker’s, Prudential and more
SPECIALITIES: SEO, Social Media, Google Local, Adwords, Website Design & Development
What is a Kiwi?
What is a Kiwi?
What is a Kiwi?
Follow me on twitter @seo_kiwi
“Social Media is a bit like teen sex. Everyone wants to do it. Nobody knows how. Avinash Kaushlik, Analytics Evangelist, Google.
The importance of
Social Media for small business and why your grandparents are probably better positioned to be successful with it than we are!
Covering Today.
Social Media describes a new set of internet tools that enable shared COMMUNITY EXPERIENCES, both online and in person.
WHAT IS SOCIAL MEDIA?
Word of mouth marketing on Steroids.
Social Media is not a fad, It’s a
fundamental shift in the way we communicate.
Radio Telephone Email Social Media
Poll ...
• How many of you are on Twitter?
• How many on Facebook?
• How many are using Facebook or Twitter for Business?
A Quick Journey Through Time …
1990’s – 2007: Hot Successful Economy
Real Estate was boomingAgent’s selling tons of homesHomeowners getting big Lines of CreditRestaurants & Hotels booked upLuxury Items flying off the shelvesPeople spending beyond their means
Putting Social Media Into Perspective
Lot’s of fast money and Instant gratification
One touch relationships
Wham, Bam, Thank You Madam!
1990’s – 2007
Everyone worked in small tight knit communities
Trust and word of mouth meant everything
Building relationships and customer service was the #1 priority
Go to the store and they knew your name and your family + they cared
Early 1900’s
People worked hard, long hours. Many 30 + years at the same company
If you did a bad job everyone knew about it
If you did a great job everyone knew about it.
Dazed and Confused
Wondering what’s next?
Last 3 Years
The Point Is! ...
Old fashioned Customer Service
?
Push Marketing
Now Today, 2011
Poll ...
How many of you have used search.twitter.com?
Listen & Engage
www.search.twitter.com
Local Dog Walking Business ...
ListenOffer great help & adviceRe-Tweet useful informationEducate and don’t sellAdd some humor and don’t be all business
all the timeBe consistent, it’s a marathon not a sprint.
Twitter Etiquette
1% of Face Book Traffic
#1 – There’s No ROI
#2 – Social Media is Still Too Young
#3 – We Need To Control Our Message
Overcoming Objections
You can’t really put a $ amount on customer caring.
#1 There’s No ROI
July 2009 Amazon buys Zappos for $1.2 Billion. A buy not based on the numbers but on their caring and customer service driven model.
#1 There’s No ROI (con’t)
70% of people turn to family and friends for advice when making a
purchasing decision.
#1 There’s No ROI (con’t)
Stats - Nielsen Company
is where most people are talking to family and friends (600m +)
#1 There’s No ROI (con’t)
$22,700,000 x $3 = $68 Million
#1 There’s No ROI (con’t)
No exact number but In my experience and in those that I’ve studied right now you can expect
about $3 - $4 ROI on each social member per year.
* Not official Numbers, estimates only
• Consumers trust consumers more than they trust traditional advertising.
75% more likely to buy from a referral than a traditional ad.
#2 – Social Media is still too young
• FB – 650,000,000• YouTube – Watch 100,000,000 per
day• LinkedIn – 100,000,000• Twitter – 75,000,000
Stats courtesy of www.econsultancy.com
Adidas V’s Nike
Adidas thought Radio
in the 1970’s was too young, Nike jumped at it!
#2 – Social Media is still too young (con’t)
Barnes & Noble V’s Amazon in the 1990’s.
#2 – Social Media is still too young (con’t)
E-Commerce, too young? They only looked at the short term numbers and not the long term.
Closed their last store in Jan 2010.
#2 – Social Media is still too young (con’t)
1980’s – 1990’s Zagat was it!!!
2004 – Yelp is formed2007 – Yelp reports 5 Million Unique
Visits 2008 – Zagat try’s to sell for $200
million (no takers) Aug 2009 – Yelp reports over 25
million unique visitors Dec 2009 – Yelp turns down $550
Million Dollar offer from Google and a $700 Million Dollar Offer from Microsoft.
Dec 2010 – Zagat get’s back in the game
#2 – Social Media is still too young (con’t)
V’s
What if someone says something bad about us?
#3 - We need to control our message
So What!
#3 - We need to control our message (con’t)
You can’t control their message, that boat has already sailed. Review, Blogs, Twitter, Facebook etc.
#3 - We need to control our message (con’t)
Toyota decided not to do anything initially about the issue with sticky pedals, turned into a PR nightmare
Overall problems can be fixed if you catch them on time and you go about it with the right intent to fix the issue and customer caring.
#3 - We need to control our message (con’t)
News Flash! SOCIAL MEDIA is
coming faster and harder than e-commerce did and will give those who are doing it right a massive advantage over those who do nothing at all.
Statistics
Statistics (con’t)
People & Companies with good intentEthical and genuineBelieve in good old fashioned customer
ServicePeople & companies who love what they
do, passionate!Educators, Generous people who want to
give backIf you have great stuff to share
Who Social Media works BEST for:
Companies looking to make a quick buck
Instant GratificationPeople with no passion,
don’t like their jobAnti-Social
Who Social Media DOESN’T Work Well For:
Books
www.wefollow.comwww.internetmarketingclub.orgwww.mashable.com - @mashablewww.techcrunch.com - @techcrunchwww.cnn.com - @cnnbrk
Top Twitter Users … @ladygaga 9,680,412@britneyspears 7,644,537@BarakObama 7,595,539
People to follow …
The Companies that understand how to genuinely connect with their customers, online and offline, are the ones that will emerge over the next 24-36 months, putting significant distance
between themselves and their competition.
Gary Vaynerchuck
Quotes
Marketing is about to get a whole lot harder. You’re really going to have to work at it and show you care.
It’s a marathon not a sprint.
Social Media takes time not money.
Final Thoughts . . .
