What We’ll Cover Today
1. What is Social Media?
2. What are the Main Social Networks in Use?
3. What’s your Social Media Sales Strategy?
4. How can I Sell with Social Media?
5. How do I Measure the Results?
According to Brian Solis, Social Media is:
“The DEMOCRATIZATION OF INFORMATION,
transforming people from content readers into
PUBLISHERS. It is the shift from a broadcast
mechanism, one-to-many, to a many-to-many
model, rooted in CONVERSATIONS between
authors, people, and peers"
In the past, you pushed your message to a
specific audience (i.e. – Advertising, Direct Mail)
Super Bowl Ad Introducing Super Bowl Ad Featuring E-Trade - 2010
Macintosh - 1984
Sources: Mac Ad. Entertainment Weekly.
Not much room for two-way communication
◦ Word-of-Mouth was sought out most (Water-cooler talk
after a funny ad last night during Super Bowl)
◦ Contact through phone (Customer service) or in-person
(In line at the store)
Brenda, did you
hilarious ad last
I’ve been telling
Transparency was tougher to identify
◦ Example: Car dealerships always say they’re largest or
have most sales…
The one-way model has morphed into a
The CompanyCustomer relationship has
become a cyclical, web-like model
Reaches Customer, trickles down
to friends and friends of friends
The digitized version of in-person, word-of-mouth
In real-time and immediate
A digital medium allowing your audience full
access to support, critique and bash you to others
ALL about content! The phrase “Content is King”
was never more important
Most importantly - TRANSPARENT
There are 901 million + “active” users
155 million U.S. users as of 2011
7 billion monthly visitors to Facebook.com
526 million daily active users on average - March 2012
Source:: Facebook Company Info: http://newsroom.fb.com/content/default.aspx?NewsAreaId=22
Fan pages are perfect for building online
communities, engagement and lead generation.
More than 140 million active accounts
Is based on 140-character posts
More than 340 million tweets each day
Twitter usage has doubled since 2010
People connecting based on common
interests in real-time (e.g. #Indians or #DWTS)
Percentage of adults using Twitter daily has
doubled since 2011 and quadrupled since 2010
Source: Twitter company info: business.twitter.com;
Pew Report on Twitter demographics www.ragan.com/Main/Articles/44999.aspx
Great tool for customer service dept., for lead
generation, product/service support, etc.
More than one-fifth of Facebook-connected
users are on Pinterest daily (which represents
more than 2,000,000 members). source: Mashable
U.S. users spend an average of 1 hour and 17
minutes on the site, ahead of Twitter (36
minutes), LinkedIn (17 minutes), and Google+ (six
minutes). source: AllTwitter
Pinterest has 10.4 million registered users.
A visually driven network that can greatly increase
customer engagement and sharing.
Like, Share and
Comment on Pins
Has more than 161 million users worldwide with
two new professionals signing up every
On pace for 5.3 billion professionally oriented
searches in 2012
Executives from every Fortune 500 company
could be found in 2011
The first social network to go public with an Initial
Public Offering (IPO) - LNKD currently $91/share
Source: LinkedIn Press Center: press.linkedin.com/about & CNN Money
Group/Business pages allow for sharing of
information and help connect professionals
Key data on types of
◦ The 35+ demographic accounts for more than 30% of the FB user-base
◦ On average, fans spend an additional $71.84 on products compared to non-fans
◦ 30% of users have annual household income of $100K+
◦ 31% of 18-24 year olds are Twitter users
◦ Average annual household income is between $25K - $60K
◦ 68% of the users are over the age of 35
◦ 69% of all users make more than $60K/year
Youraudience uses these
social networks everyday. So
how are you reaching them?
You’re probably not…
Let’s look at what you’re missing
DON’T just create a social presence because
everyone else is!
Just because you have a page doesn’t mean
QUESTION: How many of you have stumbled
across a Facebook Fan page that hasn’t been
updated for months, if not longer?
Social Media is Strategic… and it shows
Keep it simple when developing strategy
Be realistic. Start small. Go after the lowest
hanging fruit and build from there…
Three key questions that will drive strategy:
◦ 1) What are you trying to achieve?
◦ 2) Who are you trying to reach?
◦ 3) How will social media tools help facilitate this?
Types of goals and objectives:
◦ Build awareness
◦ Change perceptions
◦ Reach new audiences, new geographic areas
◦ Gain feedback on a product or service
◦ Use it to see what your competitors are doing
◦ Provide better customer service
◦ And on and on…
◦ Make sure goals and objectives are tied to business
objectives and sales goals
Social media allows precision audience targeting
(demo info, user data, etc.)
Once you know your target audience, social
media allows you to build a community
◦ This community allows the online conversation to
become offline (real world)
Gain some basic insight into your audiences’
habits, likes and dislikes
◦ Can help target better
Create a basic messaging platform
What is the essence of our business or
Capture that essence with key words and phrases
Develop a tone, a context to your posts and
responses… what’s your business’s
DO NOT post sales pitches. Create a conversation
that engages them to talk about your business.
Make your entire team part of the messaging
◦ That brings them in on the ground floor
Give them ownership, claim to this “voice” you’re
creating for your business
Ensure the person/s who are the “content
creators” keep continuity in that voice
Give access to your SM accounts sparingly, to
those you trust most – they will be the digital voice
of your business!
Create a social media policy guide, including:
How to respond to positive and negative posts or comments
Who should be responsible for posting and responding
Rules for use for employees with their own personal
If you’re brave,
take a stab at
trying them all!
By the way, this is
only just a few of
the thousands out
Graphic courtesy of
Begin by researching where your audience
If you have a direct competitor, review their social
networks and take notes
You don’t have to use every available social
Start slow… if your customers use Facebook the
most, start there… then build.
Top line information
◦ Logo and tagline if you have one
◦ Business background (Facts and stats)
◦ Location and hours of operation
◦ Contact information (Website, email, phone, etc.)
◦ Add your other social networks links (if applicable)
Sales & Message Alignment
Your tools need to match your objectives!
◦ Identify realistic business objectives
◦ Market and respond in a timely manner – SM is real time!
◦ Create content that creates interest, encourages sharing
Featured products and what they do for the customer
Customer stories and testimonials
Connect your products and services to awareness days (i.e.
World Environment Day if you sell recyclable products)
Interact on a regular basis with your fans
Sales & Messaging Example
Integrate your Facebook, social messaging to
generate quality sales leads. Remember: Talk
to your audience! Don’t market.
Facebook Links to Microsite Product Page
Develop a Timeline App (Tab)
Direct current and prospective customers to this
◦ Utilize this page to intrigue the customer with compelling
content and call-to-action (i.e. visit a targeted microsite,
call, email, Tweet, etc.)
Your voice/message needs to be shorter, more
Listen more at the beginning, retweet other
industry leaders, then get in on the conversation!
Use hashtags (#FollowFriday) to view topical
streams and get heard
Use a “branded” profile (your company name), not
a personal page.
Be personable, real and honest, don’t hard sell!
Traditional practices translate to Twitter
◦ Spark up conversations based on common interests
◦ Focus on customer needs and solving problems
Design your social experience to sell
◦ Don’t just pitch your product; engage the audience
◦ Tell your story once the person is engaged
LEARN – use Twitter to gather info
Connecting on LinkedIn
Network, network, network
LinkedIn is a digital rolodex
Research your customer contacts
Advertise directly to a certain profession
Stay connected; keep contacts fresh easier
Pinning on Pinterest
Allows you to show off your personality
Integrate with Facebook and Twitter accounts
Use images that set the stage for selling
◦ Selling lemonade? Show a hot sunny day or lemons
Link back to your website, FB page, etc. (builds SEO)
Pinning on Pinterest
Images of product/service with people!
Inspire creativity among loyal customers
Tie in to holidays and current trends
What a pin on a
board looks like
Done your research
Set goals and business objectives
Chose the social network/s you will participate in
Aligned your sales and message
Set up your pages with key content
Strategized how you will utilize these networks to
interact and market your customers
What do I do next?
Share content between social networks
Cross- and back-linking creates great search
engine optimization (SEO) – It makes your
business get found easier!
Always try and tie your links back to your website
to increase your ranking in search results
Use hashtags, targeted keywords, links from other
social networks to enhance your social search
Good SEO makes me like you!
Types of ads in a nutshell – Cost per Thousand
(CPM) and Cost per Click (CPC)
On Facebook, you can target your customers by
their interests (sports, politics, cars, etc.),
geography, demographics and psychographics
On LinkedIn, you can target prospects/leads by job
title, function, industry, age and geography… or by
company size and revenue if you’re B2B
On Twitter, you can use the “Promoted Tweets”
and “Promoted Trends” on Cost per Engagement
Send a message to your friends to check out your
new business page and “Like” it
◦ A great way to get a small base of fans
◦ Friends are more prone to share with their friends
Run a contest or giveaway to compel people to
◦ Create an incentive when advertising (Coupons)
Promoted and paid advertisements on Facebook
are powerful tools!
Messaging is key here! A conversation will better
connect you to you audience.
Advertise directly to certain
Look at keywords and
highlight your specific
Promote your LinkedIn
Monitor & Measure
There are limited ways to measure social
media… but how do I measure ROI?
Benchmark your sales data up front
Set goals based on that data (i.e. I want to increase
sales leads from 10 per month to 15 within six
The extra 5 leads could = $X dollars. These are
Monitor your social networks, seeing what posts your
customers like, if they share or comment, etc.
◦ Tied your customers interactions on your
social networks to the “actions” you want
them to take.
Now that you have a page or pages, you are in
charge of the content
Keep a calendar of when and what to post
Your personal account is now connected to the
fan page as an administrator
◦ DON’T accidentally post something thinking your fan
page was your personal page
Just because you created it, doesn’t mean your
customers will flock to your page
It takes a little leg work… some manual labor
Do research. Find where your audience hangs
out. What they like.
◦ Again, look at your competitors pages, or similarly
aligned fan pages
Courtesy of: http://blog.sironaconsulting.com/sironasays/2011/02/the-use-of-social-media-in-the-
Via TV, Print, Radio, Billboard, Direct Marketing, etc. TO GET ATTENTION, YOU NEEDED TO MAKE YOUR AD STAND OUT FROM THE REST! COMPELLING! FUNNY! SHOCKING!
Largest dealer in NEO or Ohio Best price for your trade in. How do they know this? Statistics can be twisted to meet the needs of the advertiser.
The one-way model of “ONE TO MANY” has become “MANY TO MANY” as Brian Solis said. You can touch one person with your message and if received properly, can spread among the web of people that person knows. This trickle-down effect is apparent in digital communication (Social Media)
About 70% of Web users are using FB in US, so your prospective and current customers are using FB!
EXAMPLE: Coca-Cola Fan page. Largest in world at 42 million fans!
Post updates on LinkedIn which keeps people following the page Gain detailed statistical insights on the company, such as revenues, departmental They have 16,000+ followers who will have potential to see their posts on the company You can follow and share information on your business with them and potentially get followers by using their prominence
1) Many businesses and orgs create a page quickly and make a few posts just to say “Hey, I have a Facebook or Twitter page!” 2) That Doesn’t mean it will work. 3) You MUST think it through!
So you’ll see that setting a strategy based on solid goals and objectives is key and DOES work!
Brand was in danger of failing. People felt their product was sub-par, delivery was poor, etc. Being transparent, they took the blame and said I’m Sorry through a powerful social media and traditional campaigns (TV, Print, etc.) All of it drove people back to the fan page to “Like” it, share their pictures of delivered pizza and share their thoughts on how the company can improve. Now, no one thinks of that campaign and they positioned themselves as the top pizza place in America They changed perceptions and gained valuable customer feedback , which helped transform their brand.
You can do this right when you create the page using the Facebook Wizard for example. It asks you to invite friends or upload a database of emails (E-newsletter list, etc.) Ask yourselves… who do you already know? Who’s your customer? Do you have a connection already? If you already advertise, put a link to your page on the ad if print, mention to join the FB page on TV ads, etc.