Social Media for Business

Presented by Lauren Taveroni

LT Marketing Services, LLC

8-30-13

http://www.youtube.com/watch?v=QUCfFcchw1w

Introduction

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Introduction

Social media is everywhere, but can be overwhelming for business owners.

To be successful in business, you can’t ignore it.

The new theory is that social is more than just a channel or tactic; it is a strategy that should be integrated into each aspect of marketing.

You have to do more than social media; you have to do

social marketing.

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Agenda

• Why is Social Marketing Important for Your Business?

• Social Marketing Mindset

• Getting Set for Success

• Content is King

• Which Channels are for You?

• Tools & Resources

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Why is Social Marketing Important?

A 2012 Nielsen Survey showed

Only 33% of buyers believe what a

brand has to say about itself

92% believe what their peers have to say about a brand

Source: Nielsen Global Survey 2012

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Why is Social Marketing Important?

Source: Social Media Examiner

It drives business results…

Benefits of Social Media Marketing

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Social Marketing Mindset

• Significant shift from OUTBOUND marketing to more efficient and cost effective INBOUND marketing

• Integration of both is needed

(Traditional)

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6. Inbound is not enough For a business to benefit from social media,

tactics should be combined with outbound

marketing. Paid ads will continue to benefit

your business and will be strengthened with

social integration.

Source: Adapted from Marketo

Golden Rules of Social Marketing

1. Don’t take yourself too seriously Project your good personality to make your

brand likable.

4. Provide meaningful content Without engaging, relevant content, any

tactics you do will most likely fail. Be a subject

matter expert, not a promoter. Think like a

publisher, not an advertiser.

3. Always add value If you don’t offer value, don’t bother with

social media - it will never work for you. Be

authentically helpful and provide solutions

to problems.

5. Have a strong call to action Do social with a purpose. A strong call to

action is just as important in social media as it

is anywhere else. Be clear about what you

want your audience to do.

7. Peer-to-peer sharing is the best

way to get your message heard. You may have great content, but if no one

sees it, what good is it? Try to reach strong

social influencers, who have a large network

and will share. Target, target, target.

2. Social is P2P – Person to Person Not B2B or B2C. No one likes being talked at.

Engage and build relationships. Imagine having a

conversation with a friend or colleague. When

contacted, always respond quickly and sincerely.

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Get Set for Success

You are committed to making every campaign social

You have set clear goals for social marketing

You can dedicate human resources

Getting Started Checklist

You have content assets and a plan to continually create new content

You know which social media sites are popular with your prospects and customers

Your company website is updated and ready to accept social traffic

You are prepared to use social marketing to follow your prospects and customers through the buying process

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Content is King

White Papers

Checklists

Videos

More Content Types:

• Definitive Guides

• Tip sheets

• Infographics

• Cartoons

• Slideshows

• Podcasts

Blog Posts

Ebooks

Content is critical to any social marketing plan. Without content, there is no plan.

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Don’t Ignore Visual Content People remember images more than words Infographics, images, charts and graphs, comics, photos, and videos

Infographic of Social Marketing Process

Infographic:

A visual

interpretation

of a concept

or process

CLICK HERE to

open link of

an infographic

about

infographics!

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Source: The Content Marketing Institute Content Mix Pyramid

Content Mix & Frequency • Your content has a purpose • Showcase your leadership in different ways at different times

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Content Tips

• Showcase your thought leadership with fun, short, shareable pieces

• Create a mix of formats to use on different channels –

video, slides, white paper, blog posts • Create content campaigns – take one piece of content and

promote it over a period of time

• Repurpose content into different formats to attract a variety of viewers

• Integrate keywords – Learn how your target searches via

Google AdWords, and use those words in your content

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Which Content Gets Best ROI? Decide where to spend your efforts, but remember, you will need a mix of formats to appeal to more people.

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Your website or blog is your online hub

Use Content to Generate Leads

• Promote your content on social media sites, capture interest, and link people back to your online home to provide their contact info, IN EXCHANGE for your content assets

• Keep an email data base for future communications

Example of lead capture page on web site

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Top 5 reasons people share: 1. Reputation 2. Access to something exclusive 3. Co-creation 4. Competition and winning 5. Altruism

Content is King, But… If it is not shared, it was a waste of time to create it.

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Where to Share Your Content

• Research which sites are popular with your target

• Understand the purpose for each channel, so you can manage expectations

• Start with the most popular sites, unless you have a very niche product or service

• Learn about features of your selected channel

▫ “Follow” the channel to stay up to date

Which social media channels are best for you?

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Profile Unique Monthly Visitors: 800 million Description:

• Most popular video sharing community in the world • Launched in 2005 and bought by Google in 2006

Ideal for: • B2B and B2C • Users and companies create channels and upload their videos • Sharing funny/witty videos, music, contests, news, how-to

videos.

…Over 4 billion hours of video are watched each month

…72 hours of video are uploaded every minute

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Profile

Unique Monthly Visitors: 750 million Description:

• Friend-Oriented Network • Largest social media network in the world • Launched in 2004

Ideal for: • B2C • Corporate profiles not allowed - they can create Facebook Pages.

• To generate buzz, companies create and share funny and witty ads/images/videos, organize online contests (Video/Photo contests, Voting contests, etc.), they develop various useful applications or games and they provide special deals to their fans

Not Ideal for: B2B or pushing corporate announcements and press releases.

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Profile

Unique Monthly Visitors: 250 million Description:

• Micro blogging Social Network that allows users to send short messages (up to 140 characters long) about what is happening now.

• Target: Users interesting in sharing short, fresh content and interesting news in real time

• Launched in 2006 Ideal for:

• B2C and B2B • News websites, Blogs, Press Releases, Opinion Leaders/Experts,

Keeping up with trends • Short, 6-second videos via new launch of Twitter’s Vine App for

iphone

Not Ideal for: • Photos, long content

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Profile Unique Monthly Visitors: 110 million Description:

• Business-Oriented Social Networking website which allows users to publish their profiles, upload their CVs and connect with other Professionals and Companies.

• Launched in 2003 Ideal for:

• B2B • Professional networking, recruiting, sharing news, business

related articles • Joining and posting in industry-specific groups

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In a recent study of over 5,000 businesses, traffic from LinkedIn generated the highest visitor-to-lead conversion rate at 2.74%, almost 3 times higher (277%) than both Twitter (.69%) and Facebook (.77%).

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Profile

Unique Monthly Visitors: 85 million Description:

• A virtual scrapbook or pinboard that allows users to organize visual imagery. A user can pin anything from around the web and other users can re-pin their images. Users organize their Pinterest pages by categorizing content on boards.

• Launched in 2011

Ideal for: • B2B and B2C • Appealing to emotions, creating intimacy and engaging through

photos • Increasing visibility of company events, industry conferences,

or other common groups

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Profile

Unique Monthly Visitors: 65 million Description:

• Google’s answer to Facebook. This new service integrates the various social services that Google launched over the years (Google Profiles, Google Buzz, +1 button) and it introduces several new features that allow people to select different segments of people they want to communicate with (i.e via Circles, Hangouts and Huddles).

• Launched in 2011

Ideal for: • B2B and B2C • Organizing groups so you can selectively share content only with the

people in a certain group • SEO – since Google is involved, this site will be playing a major role in

SEO, by making it easier for marketers to show up in search results.

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Profile

Unique Monthly Visitors: 60 million Description:

• SlideShare is the world's largest community for sharing presentations • Besides presentations, SlideShare also supports documents, PDFs, videos

and webinars • SlideShare was recently voted amongst the World's Top 10 tools for

education & elearning • Launched in 2006

Ideal for: • B2B • Live sharing of presentations • Social sharing • Viewing missed presentations

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Conclusion

• Social marketing can be overwhelming

• If you stay focused on your business goals and don’t get distracted by all the bells and whistles that social media brings, you will drive your business forward.

• Don’t get social marketing paralysis - get set up and try something and see what happens!

Something is better than nothing…

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Tools & Resources

• Google Alerts – www.google.com/alerts

▫ get notices sent to you when a topic is mentioned online in news, blogs, or web pages. Does NOT track facebook or twitter

• Google Adwords Keyword Tool – www.adwords.google.com ▫ Use to determine what people search for. Watchout: don’t assume your internal language is

understood by others; find out how people are searching for your product or service.

• Hootsuite – www.hootsuite.com

▫ A dashboard for you to listen, engage and measure your social media channels in one interface.

• Twitter search – https://twitter.com/search-home (not on main twitter site)

▫ Find people and use “advanced search” to search geographically or by topic

Free Tools:

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Tools & Resources

Resources:

• HubSpot – www.hubspot.com

• Marketo – www.marketo.com

• Social Media Examiner – www.socialmediaexaminer.com

• Content Marketing Institute – www.contentmarketinginstitute.com

Join their mailing lists and “follow” them on Facebook/Twitter to stay up-to-date with social media trends and learning tools

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Lauren Taveroni Independent Marketing Consultant 908.821.5770

Lauren@LTMarketingServices.com www.LTMarketingServices.com Twitter: @LTaveroni LinkedIn: www.linkedin.com/in/LaurenTaveroni

In addition to her 15+ years of traditional marketing experience, Lauren Taveroni is a Certified Digital and Social Media Marketer, who specializes in digital approaches for developing and executing integrated marketing plans. In 2011, Lauren started her consultancy, LT Marketing Services, which serves a range of clients, from small businesses to corporations, across a variety of categories. Prior, she held positions in the healthcare and packaged goods industries at Johnson & Johnson, Cadbury Schweppes and Kraft/Nabisco managing nationally recognized brands.

Contact If you have questions or need help, please contact me.

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Businessesgrow.com Marketo.com Webseoanalytics.com Bluefocusmarketing.com Hubspot.com

Acknowledgements

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