Using Social Media to Stand Out From the E-tailing Crowd
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This document provides tips and strategies for using social media and other online channels to market and promote a business. It discusses how social networks like Facebook and Twitter can be leveraged for customer engagement, promotions, and word-of-mouth marketing. Specific tactics recommended include maintaining a business presence on popular sites, engaging with customers, broadcasting special offers, and syndicating helpful content across multiple online platforms and email newsletters to build awareness, generate leads, and strengthen customer relationships.
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Using Social Media to Stand Out From the E-tailing Crowd
- 1. Using Social Media to Stand Out From the E-tailing Crowd Paul Gillin Author The New Influencers Secrets of Social Media Marketing Social Marketing to the Business Customer 1
- 2. Chaos Theory Small Is the New Big Less Marketing is More Marketing Gain Control By Giving Up Control Publication Is a Beginning, Not an End
- 4. Impressions
- 6. Retention
- 7. CPM
- 8. Recall
- 10. Coverage
- 13. People Streams Source: Elliance, Inc.
- 15. Word-of-mouth marketing spending will hit $3B by 2013
- 16. 93% of B2B buyers use search to begin the buying process
- 17. Direct-mail spending is expected to decline nearly 40% by 2014
- 18. 80% of IT decision-makers say word of mouth is their most important source when making buying decisions
- 19. Google Processes 38,000 search queries every secondSurvey of 105 Marketers, April, 2010
- 20. No One Needs to Listen Anymore If You’re Not Helping, They’re Not Listening
- 21. New World Prospecting OUTBOUND Bottom-up lead gen Enhanced lead qualification Multiple points of engagement INBOUND SEO Blogs Twitter Content Premiums Word of Mouth
- 22. The Funnel Is Flattening Source: Monitor
- 24. Thanks to Web Analytics… March 30 Prospect reaches website through search query "small business accounting," views four pages and subscribes to newsletter. April 4 Prospect responds to e-mail invitation for "Choosing Small Business Accounting Software" webcast 30 minutes after e-mail is sent. April 9 Prospect attends webcast, stays 45 minutes and submits a question related to legal practices. April 10 Prospect clicks link in webcast summary e-mail to visit product description page. He downloads PDF of product brochure about software for legal practices. April 12 Prospect downloads trial version of your small business accounting software for legal practices. Oh, the Things That You’ll Know!
- 25. Credibility Through Validation Source: Elliance, Inc.
- 26. “More than half of all online shoppers use Facebook, and among those shoppers who engage in social media, 81% are on Facebook…[O]nly a quarter of the top 100 online retailers by sales volume have a formal Facebook presence, and another quarter have less than 10,000 fans.” --MediaPost, 2/9/10, quoting ForeSee research “Of the 69% of online shoppers who say they use social media sites, 56% choose to proactively interact with companies on social sites by friending or following at least one retailer. This is an amazing testament to customer loyalty.” --MultiChannel Merchant, 2/16/10, quoting the same study Social Disconnect
- 27. Useful – Or Invisible A Google Search for “Personal Computer” Gives You… Not a single computer dealer appears in the top 1,000 search results!
- 28. Blogging for Business 73 blogs 17 bloggers 600% jump in leads Top quality “Get engineers talking to engineers and get everyone else out of the middle.” Rick Short, Marcom Director
- 29. The Fastest Way to Get Noticed …But remember it’s about thought leadership, not pushing products
- 30. What You’re Looking For Search Visibility Persistent Links Content Syndication Word of Mouth Targeted Communities Conversation
- 31. Link Love
- 32. Facebook is the New Home Page Tip: Test promotions here before rolling them out in a direct marketing campaign
- 33. The Power of 130 The average Facebook member has 130 friends, who each receive notifications of their network’s Facebook activities
- 34. Twitter Is the New Talks Radio Hundreds of e-tailers are using it to broadcast specials, find customers and engage in conversations with their customers
- 35. A Versatile Tool Promotions Contests Aggregators Marketing Tip: Search for people asking questions about your products or services. Those are potential buyers!
- 37. New Publishing Lifecycle Begins as a tweet Becomes a blog post Create modular, reusable content that can be displayed via multiple media Feeds a podcast That gets tweeted! Stokes a white paper
- 39. Customize the Message Hey, Bobby: Dear Robert: Duuuuude! @bob:
- 40. Social Users Engage Differently
- 41. E-mail Binds Your Community Together!
- 42. Generate Leads
- 43. Spread the Message Corporate website Feed Aggregator Partner website Email Newsletter
- 45. Be consistent, constructive and helpful
- 46. Offer multiple entry points: something for everyone
- 47. Promote through every possible channel
- 48. Help, don’t sell
- 50. Invite feedback wherever possible
- 51. Drive traffic to other channelsIn Summary
- 52. Thank you! Site: gillin.com Blog: paulgillin.com Twitter: pgillin Paul Gillin 508-656-0734 paul@gillin.com