Embed Size (px)
DESCRIPTION
Organizations and brands are all rushing to "go social." While this might seem like a great idea, how can you actually use this medium to grow your business and increase awareness? Further, how do you align your brand's social media presence with your business goals? This presentation was given at a national sales meeting for a retail packaging supply company, in 2013. This information was aimed at both independent sales representative as well as in house marketers and sales reps. Presentation notes can be found here: http://www.slideshare.net/evanwr/how-to-think-about-social-media
Citation preview
*Using Social Media to Grow Your Business
*Link to Notes
*Please click here for accompanying notes for this presentation
*How to think about Social
Media
*A non-linear method of communication
*Many to many vs. traditional methods
*Customer as active participant
*“Buzz”
*Marketing communications have functionality and utility
*Communication without interruption
*People driven communications
*Social Media is people driven, not brand driven
*Influencers and Advocates
*Formation of online communities
*Communities as echo chambers
*Find, understand and engage online communities; gain insights
*BIER: A new model of
communications
*Buzz
*Influence
*Engagement
*Repeat
*Applicability to sales
*BIER vs. Traditional Models of
Communication
*TED Talks:3 Ways to (usefully) lose control of your
brand– Tim LebrechtClick Here
*Engagement Strategies
*Use of “advocates” and “influencers”
*Power laws in social media
*Packaging Experts
*Qualitative Research*“Analyzing conversations – Online Ethnography
*Insights – what are your customers talking about?
*Also referred to as “Online Anthropology”
*Engagement Strategies II
*Lassoing a Topic
*Going where the mass influencers hang out
*Ask for people’s opinion
*Offering Authentic Experiences
*Creating Communities
* Be the advocate/influencer
*Engagement Strategies III
*Google Trends
*google.com/trends
*Google News + Google Alerts
*news.google.ca
*SEO applicable to social media
*Google Keywords Tool
*Social Media as Customer Service Tool
*Measuring Results
*Involvement
*Interaction
*Intimacy
*Influence
*Income
*Measuring Results II
*Google Social Analytics
* Integrated statistics within social media platforms ex. Facebook Insights
*Nearly endless selection of services for measurements and analytics:
* Klout, TweetReach, Twenty Feet, Twitalyzer, Twitsprout, Pinnerly, Twitter Grader, Website Grader, BackType, PeerIndex, Social Mention, Social Pointer, Follower Wonk...too many to list
*Be wary: These services are relatively new, attempting to measure and analyze some (but not all) qualitative data within quantitative framework
*Implications for sales
*Social Media Marketing Survey (2012 Social Media Marketing Industry Report)
*Facebook top focus of those just starting with Social Media (79%)
*94% of all businesses with a marketing department included social media in their marketing strategy
*Ninety-two percent of marketers are using Facebook and 72% plan on increasing their activities.
*85% of all businesses that have a dedicated social media platform as part of their marketing strategy reported an increase in their market exposure
*Implications for sales II
*61% of marketers report lead generation benefit, with just 6 hours/week using social media
*Only 52% reported benefit in 2011
*74% of social media marketing survey saw increased traffic
*B2B companies (68%) compared to B2C companies (59%) use social media for intelligence-gathering
*65% of marketers found social media to be a helpful tool in understanding the marketplace
* Future Trends in Social Media Marketing
*76% of marketers plan to increase use of YouTube and Video Marketing
*Currently, only 40% of marketers using Google+
*70% would like to learn more
*76% of B2B Companies expected to increase use of LinkedIn
*2011: 70% of marketers wanted to learn more about Facebook
*2012: 58% wanted to learn more about Facebook
*FYI…
*Social Media not entirely unique and new
*In 1950s, Jack Daniels Company used influencers and advocates to promote new product
*Paid bartenders to upsell their new product to customers considered “cool” and “influential”
*This was an early form of social marketing and using “buzz”
