Part 1 - Making Social Media a Business Asset

Make Social Media a Business Asset
Not a Distraction

Joel Arndt
Crafting your marketing message to get a gut reaction.
Creating "Ah ha!" moments.

What is Social Media?
Websites or mobile apps that allow you to
connect with other people.

What can you do with social media?
●
Share information ●
Collect Information

Why?
A brief history of Twitter:
“It makes you feel like you're right with that person. It's a whole
emotional impact. You feel like you're connected with that person."
Noah Glass, Unofficial Co-Founder, Twitter

Twitter's moment of truth came in
August 2006. San Francisco shook in a
small earthquake that had a small crowd
buzzing on Twitter. Soon after, Twitter
had thousands of registered users.

“If people are to be expected to put up with turning on a computer to read a screen, they must
be rewarded with deep and extremely up-to-date information that they can explore at will.
They need to have audio, and possibly video. They need an opportunity for personal
involvement that goes far beyond that offered through the letters-to-the-editor pages of print
magazines.”
Bill Gates, 1996, “Content is King”

The Business Value of Social Media
Why are so many businesses, big and
small, adopting Social Media?

Connect With Your Audience
Customers = Audience
Which social networks do
your customers inhabit?

Daily Social Media Use:
Facebook – 70%
Instagram – 49%
Twitter – 36%
Pinterest – 17%
LinkedIn – 13%
Pew Research Released January 09, 2015

Average Canadian User
Facebook – 9 times / week
Instagram – 6 times / week
Twitter – 5 times / week
LinkedIn – 2 times / week
Forum Poll (Canadian) Released January 05 2015

Moral of the Story...
Your customers are already there.
Let's join the party.

Search Engine Optimization
What are people searching for?
How are they finding you?

“Myrts Restaurant”
Search Result #8

“not clyde's”
Search Result #2

“Antoine Mountain”
Search Result #2 and #4

Moral of the Story...
Social Media makes it easier for
people to find you.

Affordable Advertising
Traditionally you pay for ad space.
Fixed rate ($2000 - $10 000)

Social Media Ads
●
Cost Per Click (CPC) or Cost Per
1000 Impressions (CPM)
●
You set the budget.
●
Highly measurable results.

Other digital advertising
opportunities:
●
Search Ads (Google, Bing)
●
Ad Networks (AdRoll, AdSonar)
●
Sponsored Content (Outbrain)

Social Media Advantage:
●
Targeting active users
●
Direct market intelligence

Moral of the story...
Social ads are a good place to start.
And they compliment other ad
campaigns well.

Selling on Social Media
The truth about selling on
social media...

How much does social media typically
influence your purchasing decisions?
●
A great deal of influence – 5%
●
Some influence – 30%
●
No influence at all – 62%
●
Don't know – 3%.
Gallup Mobile Retail Panel Study Released June 23 2014

From the same Study...
How do people use social media?

We turn to the Social Media when we
want opinions from people we know, or
when we've already made a connection
with a product or service.

Moral of the story...
Your customers like the personal
touch of social media. Serve and
respond to them there.

Consistent Content
You don't have to post every
hour, but be consistent.
Keys to Social Media Success

Responsive Interaction
●
Join the conversation
●
Ask questions
●
Provide customer service

Evolve
Social media changes, your
customers' habits change. Adapt.

Always Be Testing
Then you know your evolution
is relevant.

Create Social Incentive
“2 for 1 deal if you share this post,”
and group offers.

Short Copy then Long Copy
Small social post linking to an in-
depth, rewarding article.

Call To Action (CTA)
Ask for the share, the follow, the
like, the retweet, and the sale.

Lists
On Twitter, Facebook, Instagram,
Pinterest, and blog posts, lists win.

Storytelling
Tell them something they didn't
know and you'll sell plenty.

Be Visual
Images stand out in a newsfeed
and communicate ideas quickly.

Social media is a lifestyle...
How much of that lifestyle can
you adopt?

Getting Ready
Get out pen and paper or open
Notepad. Write these down...

Business Name
Web Address
Contact Info
Industry and Business Type

Summarize how your customer's
life will be better with your product
or service (one sentence).

Now describe your business in a
little more detail. Focus on benefits
to your customer (one paragraph).

Choose your pictures:
Profile picture (612px x 612px)
Cover photo (1500px x 500px)

Profile picture Tips:
●
Needs to have your logo.
●
Your face is a good idea too.
●
Limit the amount of text.

Leave space for the URLs that
will link directly to each of your
social profiles.

Facebook
Why Facebook?
●
Biggest Social network in the world.
●
Affordable Advertising to targeted audience.
●
Even if your audience isn’t there, it provides
more visibility on the web.
●
Everything can connect to Facebook.

Facebook
You need a personal Facebook account to create a company Page.

Choose an easy
to remember and
relevant URL.
Write it down.

Facebook
Is your audience on Facebook?
How could you connect with them?

Twitter
Why Twitter?
●
Access to the larger network (unlike Facebook).
●
Market research
●
Trend watching
●
Interactivity
●
Audience Building

Twitter
Twitter Tips
●
Hashtag # - Labels for your tweets. Get creative
or add your tweets to a conversation.
●
Mention @ - How you talk to people and
include them in your conversation.
●
Favorites – The star icon. Favorite a tweet to
keep it for later.
●
Retweets – Cycling arrows. Retweet to post that
tweet to your followers.
●
Replies – Reply to a tweet and have a convo.

LinkedIn
Why LinkedIn?
●
Largest network of businesses and
professionals
●
Specializes in recruiting and talent scouting
●
Specialized group discussions
●
Publishing platform
●
Targeted B2B Ads

LinkedIn
LinkedIn URL
●
Copy only the URL before the question mark.

LinkedIn
LinkedIn Tips
●
Keep update titles short and to the point.
●
Connect with past and present clients.
●
Post updates from your company page,
share from your personal page.
●
Don't post the same link to too many
groups at the same time.
●
Images aren't as impacting on LinkedIn, but
they are still important.

Instagram
Why Instagram?
●
Visually focused
●
Fastest growing network
●
High engagement
●
Fun and flexible (a part of the
lifestyle)

Instagram
Instagram Tips
●
You can only post photos from a
mobile device.
●
Long captions draw attention.
●
Be inspirational.
●
Capture real life.

Pinterest
Why Pinterest?
●
Highly engaged users
●
Content curation
●
Do-It-Yourself audience
●
Visually focused
●
Favoured by eCommerce and
retailers

Pinterest
Pinterest Tips
●
Be inspirational
●
Be practical AND creative
●
Make your pins easy ingredients
for their projects / shopping lists.
●
Share what others have done
with your products.

Link Your Website to Social Media

Part 1 - Making Social Media a Business Asset

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Part 1 - Making Social Media a Business Asset