Traction Group Social Marketing

First…relax. Really. For copy of presentation, go to slideshare.netIn search box, search for “Traction Group”My presentations will show upGive me a day or two to load this particular one, ok?

Why you should embrace social marketing.Social marketing doesn’t make sense for all, but mostApplications for both personal and business brandsFor business owner – large or small, employee and job seekerEven more critical for job seekerPersuasion starts with awareness but word-of-mouth referral is best ad

Random stats…54% of Fortune 100 companies are choosing Twitter as social network platform of choiceOf top global brands, media and technology companies ENGAGE in social media much more than lagging financial services segment

Engagement = financial performanceSource: The World’s Most Valuable Brands: Who’s most engaged? Wetpaint & Altimeter. http://engagementdb.com July 2009Revenue Growth (last 12 mos.)Gross Margin Growth (last 12 mos.)Net Margin Growth (last 12 mos.)MavensMavensMavensButterfliesButterfliesSelectivesSelectivesButterfliesSelectivesWallflowersWallflowersWallflowers

Why RU here?Why did you come today?To learn?To network?To converse?To socialize?Other?

Social networking…Works the same wayProvides opportunity to learn, network, converse, socialize onlineIn essence, build relationships and stay in touch when you can’t be there in person all the time (leverage)But has deeper applications

Twitter(growing the fastest of all sn’s)What’s this thing called

Twitter basics.Micro-blog @ 140 charactersA real-time, short messaging serviceWorks over multiple networks / devicesAround the world, people follow the sources most relevant to them and access information via Twitter as it happens—from breaking world news to updates from businesses and friends

Very similar to…LinkedIn: “What are you working on now?”Facebook:“What’s on your mind?”Only that’s all it is…nothing more.

Tweets as traffic drivers.Measure tweets w/linksShorten the link; use ow.ly of HootsuiteTest!Copy approachTimes of dayMeasure tweet click-throughs and website traffic sources w/analytics

Twitter 101 terms.Handle, i.e. @sallywitzkyTweet (140-character message)Retweet (tweeting others’ message)@reply (reply, not private)Direct Message or DM (private)Bio (important – target audience)URL (to send ppl for more info)Hashtag (#RVA, #SMCRVA)

Twitter 101 managers.Tweetdeck (most popular)Hootsuite (multi-accounts, tracking)CoTweet (esp. for larger companies)Seesmic Desktop (fun)PeopleBrowsr (more advanced)Twitterberry (Blackberry)Tweetie & TwitterFon (iPhone)Digsby (IM, eMail + social networks)

What do I tweet?Not your meals or where you are unless tres coolWhat relevant content is on your blog or on your website?Challenge yourself to engagewith others vs. always talk about youFind a style that works for you

What’s the use? Many reasons to tweet…To learn, fastTo converse, quickly (kind of like working a room only at warp speed)To help others by promoting themTo build awareness, considerationTo drive traffic to blog, site, articlesTo show appreciation; thank publicallyTo ENGAGE with target audienceTo provide customer service

Twitter access…From your computer or phoneBest to utilize a Tweet manager vs. Twitter.comAutomate small % of your updates w/ SocialOomph & Ping.fmUpdate Twitter, Facebook and LinkedIn status all at same time

Art of ENGAGEMENT.There is both an art and science to conversation:Listening (requires patience)Learning (keeps ‘ole ego in check)Sharing (what value do I bring?)Promoting (how can I help others)Twitter only one small puzzle piece

Twitter is where to get…Your news, local and globalTo know ppl better in shorter time To connect B4 U know peopleCreates deeper conversations when you both meet; no intros neededStrange at first; much appreciated thoCreates ability to know and connect with people you wouldn’t otherwise

Twitter is voracious…For learning…I learn more from Twitter from more people than I could meet in a lifetimeFor connecting with lots of ppl fastSocial interactionFor ENGAGING w/ a fewppl fastAnd often deeper

Tweeting barefoot…Carrie Wilkerson@barefoot_exec or http://twitter.com/barefoot_exec67,000 followers (her peeps)She’s tweeted over 25,000 times She knows many of them personallyVery loyal brand following who buy

Twitter…Doesn’t replace in-person connections; makes them richerKeeps your name in the minds of others; and their names in yoursGet to know each other over time…that’s the basis of any advertising/marketing campaign

A great ad campaign…Advertising campaigns measured w/ reach, frequency and GRPsinclude direct mail, email, banner adsKeys to success are…Relevancy, consistency and emotional tie…whether to make one laugh or crycreates memorability and desire for product or service

Twitter works same way.ReachAre you reaching your target audience and advocates?How many followers do you have?FrequencyHow often do you tweet?RelevancyWhat is your content?RU providing value?ConsistencyCan y0u be counted on to always provide good content?

But the difference is…There’s no media cost(that doesn’t mean it is free)There’s the ability to converseOne person or more at a time, quicklyCritical piece remains: search engine optimization – an important aspect even B4 Twitter

Twitter not holy only.Use as part of marketing strategyWith other online effortsSocial networks (Facebook, LinkedIn..)Paid media (Google AdWords…)Google / Bing directories, profilesBlogs (you can have multiple)Websites, particularly e-commercePay attention to keywords!

LinkedIn(most upscale demos of all sn’s)What’s this thing called

LinkedIn can be…A provider of SEO valueStatic or active; you decide. Active = frequent updatesChange your status (include links); comment on others’ status updatesAdd books to your Amazon read list or a presentation to your SlideShare accountAsk or answer question

Are you using LinkedIn?Add connections or introduce othersJoin and be active in groupsUse LinkedIn profile to begin to create your multi-media VisualCV resume / online profile at http://visualcv.com/yourname

Facebook(the largest and mother of all sn’s)What’s this thing called

Facebook’sstaggering stats.General GrowthMore than 250 million active users More than 120 million users log on to Facebook at least once each day More than two-thirds of Facebook users are outside of college The fastest growing demographic is those 35 years old and olderUser engagementAverage user has 120 friends on the site More than 5 billion minutes are spent on Facebook each day (worldwide) More than 30 million users update their statuses at least once each day More than 8 million users become fans of Pages each day

Facebook’sstaggering stats.ApplicationsMore than 1 billion photos uploaded to the site each monthMore than 10 million videos uploaded each month More than 1 billion pieces of content (web links, news stories, blog posts, notes, photos, etc.) shared each week More than 2.5 million events created each month More than 45 million active user groups exist on the site User engagementAverage user has 120 friends on the site More than 5 billion minutes are spent on Facebook each day (worldwide) More than 30 million users update their statuses at least once each day More than 8 million users become fans of Pages each day

Facebook’sstaggering stats.International GrowthMore than 50 translations available on the site, with more than 40 in development About 70% of Facebook users are outside the United States PlatformMore than one million developers and entrepreneurs from more than 180 countries Every month, more than 70% of Facebook users engage with Platform applications More than 350,000 active applications currently on Facebook Platform More than 200 applications have more than one million monthly active users More than 15,000 websites, devices and applications have implemented Facebook Connect since its general availability in December 2008

Facebook’sstaggering stats.There are more than 30 million active users currently accessing Facebook through their mobile devices. People that use Facebook on their mobile devices are almost 50% more active on Facebook than non-mobile users. There are more than 150 mobile operators in 50 countries working to deploy and promote Facebook mobile products Mobile

Using Facebook…Keep your personal profile privateUse Fan page for businessIntegrate blog posts, Twitter updates into your FB streamDraw people back to content on your blog or websitePromote others w/ relevancy

Integrated marketing example:Home Instead Senior Care of Richmond VirginiaJust launched!

Home Instead Senior Careof Richmond, VirginiaTwo Twitter Background PagesTorsten Steinfatt @HomeInsteadRVATeresa Steinfatt @TeresaSteinfattTwo LinkedIn accountsFacebook Fan PageLocal BlogLocal Website

Plus ancillary services…FriendFeedStumbleUponDiggTumblerDeliciousNetworkedBlogsHootsuiteGoogle AnalyticsTwellowPeoplePondTechnoratiTwitPicYouTubeBlogCatalogPing.fmSlideShareAnd more…(x 2)

Home Instead tweets…Relevant articles / Point of viewRTs (retweets) othersEvents / activitiesCommunity partnershipsFocused on RVA / localGoal: build local brand awareness & consideration to generate opportunities and targeted leads

Parting thoughts.Focus on building your online brand with a strategic approach, then decide on which social networks are right for youYou wouldn’t launch an ad or PR campaign without at least some semblance of a plan!

Parting thoughts.Social networking and social media is simply social marketing, as opposed to traditional advertising, PR and direct response marketingThe core elements of traditional don’t go away; simply shift

Parting thoughts.A business still requires an acquisition, retention and cross-sell strategy that includes event and product promotion The way in which a business overlays the marketing tactics to meet goals won’t change; What tactics or tools one uses will; higher engagement tools and staff.

Questions?Thank you.What’s on your mind?

Where to find me?Google Sally WitzkyTwitter.com/sallywitzkyTwitter.com/tractiongroupPeoplePond.com/sallywitzkyFind me on peoplepond and find me everywheresally@tractiongroup.com 804.402.0804TractionGroup.com

Traction Group Social Marketing

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