The Marketing Master Class – Social Media for Business

Kimberly_DavisOnce again I was fortunate enough to be able to attend the second of Kimberly Davis‘ Marketing Masters Series, this time the hot topic of Social Media for Business. See Apprentice Kim and her Marketing Masters Series for my notes from the first.

Kimberly promised us eleven ways to turn free resources into powerful marketing and sales tools, and she certainly delivered, with additional excellent contributions from Warren Cass and Stefan Thomas.

Here are my notes from the day:

Definition of Social Media – A conversation between you and your customers (or potential customers).

Why you should use it:

  • ­    Powerful
  • ­    International
  • ­    Instant
  • ­    Connects people
  • ­    No barriers
  • ­    Viral
  • ­    Easy (you don’t need to be tech savvy)
  • ­    Is the future of marketing

Pre-Social Media customer experience sharing:
Good experience – shared with 3 people, Bad customer experience – shared with 9 people

Social Media connects you to the world.

22% of online time in the US is spent on Social Networking activities.

40 million tweets per day

20% of Twitter updates mention a business or brand

The Big Four are – YouTube, Twitter, Facebook, Linked In

Twitter – 190 users – more tech savvy and higher incomes
Facebook – 600 million – casual not business – B2C
Linked In – 90 million – more service based businesses.

Facebook

  • ­    Half of UK population is now on Facebook
  • ­    Average user has 130 friends
  • ­    90 items of content per month on average
  • ­    Gets more visits than Google, people asking friends they trust for recommendations
  • ­    25 fans enables you to get your own facebook domain address
  • ­    Friends activities are recorded on stats page
  • ­    Only .04% of adverts work on Facebook – compared to 8% on Google
  • ­    Wall post conversions work better
  • ­    Point your adverts to your Facebook page, not out of Facebook
  • ­    Set your keyword campaign to run for two days, then go back an use same words at a lower price

Twitter

  • ­    “The SMS of the Internet”
  • ­    58% of tweeps have +$60k income
  • ­    Mentions of you are visible
  • ­    Needs a better tech understanding
  • ­    Enables a direct link to people
  • ­    Search topics and see what people are saying
  • ­    You can brand your Twitter page
  • ­    Tools – tweepi.com, twitpic
  • ­    Hash tags – follow events and trending topics

Linked In

  • ­    Six degrees of Kevin Bacon
  • ­    Job searching
  • ­    Gatekeeper
  • ­    B2B
  • ­    Great SEO – at least put in your basic profile details
  • ­    Get recommendations for your business – much better than promoting yourself

YouTube

  • ­    Owned by Google
  • ­    Increases your SEO
  • ­    For people who like to learn by watching than reading
  • ­    Can use Flip or iPhone – cheap and easy

Research – Use Social Media to find out what are people saying about you and your competitors?
Surveys – Test – Feedback
Tools

  • ­    www.Uservoice.com
  • ­    www.Openmind.com
  • ­    www.Topsy.com
  • ­    www.Clueapp.com
  • ­    www.Surveymonkey.com

Build a database

  • ­    Lists, groups
  • ­    Get people to register their data
  • ­    Offer something for free in order to get people to sign up
  • ­    Don’t do it the wrong way – quality is more important than quantity
  • ­    www.getsatisfaction.com

Building your Brand

  • ­    Establish yourself as an expert – answer questions
  • ­    Have an opinion
  • ­    Loyalty
  • ­    Write articles and promote
  • ­    www.ezinearticles.com
  • ­    www.scribd.com
  • ­    What can you write about?
  • ­    What are you an expert on?

Trust is essential

  • ­    Your customers need to trust that you genuinely have their interest at heart.

The power of blogging

  • ­    Host guest bloggers who have lots of traffic
  • ­    Comment on popular blogs

Customer Service

  • ­    Monitor and respond to service issues
  • ­    Give support
  • ­    Answer questions
  • ­    Respond to people’s comments, good and bad
  • ­    People want to talk to people, not companies
  • ­    Tools
  • ­    CRM (Customer Relationship Management)
  • ­    Via www.CoTweet.com

Events and promotions

  • ­    Invite
  • ­    Register
  • ­    Contests
  • ­    Direct people to your website, blog, etc
  • ­    Fundraising via sites like www.kapipal.com
  • ­    Increase awareness of who you are and what you do
  • ­    ReTweet and Follow to enter

Networking

  • ­    Keep up to date with what everyone is doing
  • ­    Who moved
  • ­    Build relationships
  • ­    The world is listening
  • ­    Reach a wider audience

Referrals

  • ­    Introduce people to each other
  • ­    Pay it forward
  • ­    Recommendations – use in your marketing materials
  • ­    Like Amazon Book reviews

Recruitment and Refresh

  • ­    PR
  • ­    Create a buzz
  • ­    Viral Marketing
  • ­    What you say can go further than you think

Sales

  • ­    Promoting a sale. Launching a product
  • ­    Build rapport
  • ­    Today’s fans are tomorrow’s buyers
  • ­    Create a demand, teasers, new products etc
  • ­    Offer discounts

Create a Social Media Strategy

  • ­    What are you going to use social media for?
  • ­    Think long term
  • ­    Plan

Do you need a Social Media manager?

  • ­    Interns
  • ­    Assistance
  • ­    Virtual Assistants
  • ­    Outsourced Professionals
  • ­    Dual identities – business and personal

Tools

  • ­    www.tweetdeck.com
  • ­    www.hootsuite.com
  • ­    www.cotweet.com

Words of caution

  • ­    Facebook owns your photos – and changes the privacy rules regularly
  • ­    15 minutes in the morning and 15 minutes at night
  • ­    Friends don’t equal love
  • ­    Beware of bots
 

The Marketing Master Class

Social Media for Business

Kimberly Davies

 

 

Story of Sarsaparilla

 

Flash, fluff and fakers

 

11 ways to turn free resources into powerful marketing and sales tools

 

Definition – A conversation

 

Powerful:

International

Instant

Connects people

No barriers

Viral

Easy (you don’t need to be tech savvy)

Is the future of marketing

 

 

Pre social media customer experience sharing

Good = 3 people, Bad experience = 9 people

 

Social media connects you to the world.

 

22% of online time in the US is on social networking

 

40 million tweets per day

 

20% of Twitter updates mention a business or brand

 

The Big Four – YouTube, Twitter, Facebook, Linked In

 

Twitter – 190 users – more tech savvy and higher incomes

Facebook – 600 million – casual not business – B2C

Linked In – 90 million – more service based businesses.

 

Facebook

 

half of UK population is now on Facebook

average user has 130 friends

90 items of content per month on average

Gets more visits than Google, people asking friends they trust for recommendations

25 fans enables you to get your own facebook domain address

Friends activities are recorded on stats page

Only .04% of adverts work on Facebook – compared to 8% on Google

Wall post conversions work better

Point your adverts to your Facebook page, not out of Facebook

Set your keyword campaign to run for two days, then go back an use same words at a lower price

 

 

Twitter

“the SMS of the Internet”

58% of tweeps have +$60k income

Mentions of you are visible

Needs a better tech understanding

Enables a direct link to people

Search topics and see what people are saying

You can brand your Twitter page

Tools – tweepi.com, twitpic

Hash tags – follow events and trending topics

 

 

Linked In

Six degrees of Kevin Bacon

job searching

gatekeeper

B2B

Great SEO – at least put in your basic profile details

Get recommendations for your business – much better than promoting yourself

 

 

YouTube

owned by Google

increases your SEO

for people who like to learn by watching than reading

can use Flip or iPhone – cheap and easy

 

 

Research

Use Social Media to find out what are people saying about you and your competitors?

Surveys

Test

Feedback

Tools

www.Uservoice.com

www.Openmind.com

www.Topsy.com

www.Clueapp.com

www.Surveymonkey.com

 

 

Build a database

lists, groups

get people to register their data

offer something for free in order to get people to sign up

don’t do it the wrong way – quality is more important than quanitity

www.getsatisfaction.com

 

 

Building your Brand

establish yourself as an expert – answer questions

have an opinion

loyalty

write articles and promote

www.ezinearticles.com

www.scribd.com

What can you write about?

What are you an expert on?

 

 

Trust is essential

- Your customers need to trust that you genuinely have their interest at heart.

 

 

Warren Cass

www.warrencass.com

www.business-scene.com

 

Why you should Network Online

 

Examples of Will it Blend and United Breaks Guitars on YouTube

 

Useful tools

www.Tweeteck.com

 

 

The power of blogging

host guest bloggers who have lots of traffic

comment on popular blogs

 

 

Customer Service

 

Monitor and respond to service issues

Give support

Answer questions

Respond to people’s comments, good and bad

People want to talk to people, not companies

Tools

CRM (Customer Relationship Management)

Via www.CoTweet.com

 

 

 

Events and promotions

invite

register

contests

direct people to your website, blog, etc

fundraising via sites like www.kapipal.com

increase awareness of who you are and what you do

ReTweet and Follow to enter

 

 

Networking

Keep up to date with what everyone is doing

Who moved

Build relationships

The world is listening

Reach a wider audience

 

Referrals

Introduce people to each other

Pay it forward

Recommendations – use in your marketing materials

Like Amazon Book reviews

 

 

Recruitment and Refresh

 

PR

Create a buzz

Viral Marketing

What you say can go further than you think

 

Sales

Promoting a sale. Launching a product

Build rapport

Today’s fans are tomorrow’s buyers

Create a demand, teasers, new products etc

Offer discounts

 

Create a Social Media Strategy

What are you going to use social media for?

Think long term

Plan

Write 5 things you’d tweet today

 

Do you need a Social Media manager?

Interns

Assistance

Virtual Assistants

Outsourced Professionals

Dual identities – business and personal

 

 

Tools

www.tweetdeck.com

www.hootsuite.com

www.cotweet.com

 

 

Words of caution

Facebook owns your photos – and changes the privacy rules regularly

15 minutes in the morning and 15 minutes at night

Friends don’t equal love

Beware of bots

 

 

Stefan Thomas – www.noredbraces.co.uk

 

Story of being an estate agent, made redundant

Pathological fear of public speaking

 

Top tips for real and social networking success

Don’t sell to your audience

Passion and confidence

Be aware of what you want to say – don’t make it up on the fly – you wouldn’t do that for a brochure or advert

When you get to a one to one – still don’t sell – treat it like a first date

People don’t go into online forums to be sold to – so don’t do it – build up a relationship first

Don’t use social media for selling

Social networking complements person to person networking, it complements it and keeps them warm.

 

 

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