Social Media Marketing presentation for the Association of Professional Landscape Designers in San Francisco.

1. with Suse Barnes of Susby
August 21, 2012
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2. Introduc)ons
• Who
is
Susby?
• Who
are
you?
– Solopreneurs
– Consultants
– Landscape
Architects
– Landscape
Designers
– Community
Managers
– Using
Social
Media?
– New
to
Social
Media?
Social Media for Business
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3. Introduc)on
to
Social
Media
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4. Social Media for Business 4
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5. Let’s
do
some
marke)ng
• Television
• Radio
• Print
• Billboards
• Public
Rela)ons
• Adver)sing
• Trade
Shows
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6. Social Media for Business 6
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7. Social Media for Business 7
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8. Who
wants
control?
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9. YOU
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10. What
is
the
web
today?
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11. Social Media for Business 11
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12. What
is
marke)ng
today?
Experience
Influence
Value
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13. AKA
Interaction
Marketing
Money
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14. Social Media for Business 14
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15. Social Media for Business 15
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16. Social Media for Business 16
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17. Social Media for Business 17
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18. Social Media for Business 18
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19. The
Funnel
has
Reversed
We
(consumers)
have
a
voice.
I.e.
Your
customers
have
something
to
say
and
people
are
listening
to
each
other
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20. New
Media
Marke)ng?
Tradi)onal
Marke)ng
Social
Media
Marke)ng
– Broadcast
– Personal
Conversa)ons
– Big
Budget
– Smaller
Budget
– Mass
Media,
– One
to
One,
One
to
One
to
Many
Many,
Many
to
Many
– Brand
Equity
– Brand
Ambassadors
– ROInvestment
– ROInfluence
Social Media for Business
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21. LinkedIn
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22. LinkedIn
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23. Is
content
s)ll
king?
Communica)on?
Entertainment?
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Source: Hubspot

24. Social
+
Media
=
We
are
the
media
• Listening
• Sharing
• Par)cipa)ng
• Vo)ng
• Communica)ng
• Connec)ng
• Collabora)ng
• PINNING!!!!
• Pos)ng
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25. Pinterest
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26. The
4
P-­‐Shi
P
P
RODUCT
RICE
LACE
ROMOTION
EOPLE
ROXIMITY
ROMISES
ARTNERSHIPS
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27. The
5th
P
in
Marke)ng
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28. “Par)cipa)on
is
Marke)ng.”
–
Brian
Solis
h^p://www.youtube.com/watch?v=3SuNx0UrnEo
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29. “The
People
in
your
life
make
your
world
be^er.
People
are
literally
the
best
thing
in
the
world.”
–
Gary
Vaynerchuck
h^p://www.youtube.com/watch?v=5p2BZg94Eb0
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30. The
Conversa)on
Prism
Source: By Brian Solis of PR 2.0.
http://www.briansolis.com/2009/09/the-conversation-prism-the-landscape-for-international-social-networking
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31. What
do
you
have
with
you
at
all
)mes?
Source: @rumford at Gravity Summit Stanford
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32. Mobile
Local
Social
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33. So
Mo
Lo
Mo
Lo
So
Lo
So
Mo
So
Mo
Lo
Mo
Lo
So
Lo
So
Mo
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34. So
Mo
Lo
Mo
Lo
So
Lo
So
Mo
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35. So
Mo
Lo
Mo
Lo
So
Lo
So
Mo
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36. 26%
of
US
Media
Consump)on
is
Mobile
This in itself may not be shocking, but wait…
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37. 26%
of
US
Media
Consump5on
is
Mobile!
43%
of
US
Media
Consump)on
is
TV
#tworthy
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38. Social
Media
for
Promo)ng
Your
Business
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39. It is not a sprint…
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40. …it is a marathon.
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41. “Failing to plan is planning to fail.”
- Winston Churchill
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42. How
to
develop
a
winning
social
media
strategy:
• What
is
your
goal?
– Finishing,
winning,
bea)ng
your
PR?
• Who
are
you?
– Fit,
fast,
slow,
strong,
weak,
injured,
confident?
• How
do
you
plan
to
accomplish
the
goal?
– Strategy?
Pre-­‐race,
in-­‐race,
post-­‐race
• Are
you
ready?
– Resources:
Shoes,
food,
training
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43. How
to
win
(your
marathon):
1. Iden)fy
a
clear
and
realis)c
goal.
2. Know
yourself,
SWOT.
3. Create
a
plan.
4. Implement
the
plan
and
be
flexible.
5. Reflect
and
refine
for
next
)me.
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44. Social Media for Business
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45. 1.
Define
the
goal
• Is
it
a^ainable?
• When
will
you
achieve
it?
• How
long
will
it
take
to
accomplish?
• What
will
success
look
like?
• How
will
you
measure
that
success?
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46. What
are
rela)onships
made
of?
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47. 2.
SWOT
• What
are
your
Strengths,
Weaknesses,
Opportuni)es
and
Threats?
• Who
is
your
compe))on?
• What
is
the
compe))on
doing
to
accomplish
their
goals?
• Remember:
There
are
no
compe)tors
• Hint:
Are
you
doing
lots
of
LISTENING?
Social Media for Business
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48. So
Mo
Lo
Mo
Lo
So
Lo
So
Mo
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49. What
are
rela)onships
made
of?
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50. Your
Social
Media
Plan
LOVE
L - Listen
O - Offer
V - Visit
E - Engage
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51. 3.
Create
a
plan
1. Think
LOVE
2. Ask
yourself
the
ABCD
ques)ons:
A. Audience.
Who
is
your
Audience?
B. Benefit.
What
is
the
Business
Benefit
of
the
rela)onship?
C. Content.
What
is
your
Content
plan?
D. Distribu)on.
What
Distribu)on
channels
will
you
use?
Social Media for Business
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52. So
Mo
Lo
Mo
Lo
So
Lo
So
Mo
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53. Think
first,
then
plan
• What
are
you
marke)ng?
• Which
social
networks
will
you
par)cipate
on?
• Why?
• How
will
you
engage
with
your
community?
• What
is
your
strategy
including
– Frequency
– Voice
– Measurement?
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54. Your
Social
Media
Plan
LISTEN
(You’ll
need
some
listening
tools:
SocialMen)on.com,
Google
Alerts,
Radian6?)
to
everything
that
is
being
said
about
your
product/service
and
industry
-­‐>
RESEARCH
(who
is
your
friend?)
Your
market,
Your
Compe))on,
Poten)al
Partners,
Current
Trends,
Customers
(Exis)ng
and
Poten)al)
Par)cipate
in
conversa)on
with
ques)ons,
comments,
likes,
follows
etc.
(Par)cipa)on
is
marke)ng)
OFFER
Share
what
interests
your
community
(Content,
Content,
Content)
Create
good
content,
content
worth
sharing
(Content,
Content,
Content)
Value
and
ENTERTAINMENT
(Content,
Content,
Content)
VISIT
Build
your
network
so
you
have
people
to
talk
with
and
connect
with
Grow
through
learning
about
others
and
understanding
what
they
like
ENGAGE
Nurture
your
community
members,
show
that
you
care,
because
you
do
You
want
the
answer
to
be
“YES!”
What
would
that
take?
(Content
and
Frequency)
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55. Tools
• Where
will
you
par)cipate?
• What
are
your
resources?
• What
networks/tools
are
best?
• Why?
• How
do
you
know?
Social Media for Business
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56. Be
Human
http://www.youtube.com/watch?v=OAlyHUWjNjE
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57. Ideas
for
Campaigns
• How
will
you
implement
the
strategy?
• What
campaigns
will
facilitate
it?
• Strategy
=
Simple
• Tac)cs
=
more
complex
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58. Social Media for Business
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59. 4.
Implement
the
plan
and
be
flexible
Real-­‐)me
A(B)CD:
Be
Authen)c
Be
Human
Focus
on
your
Community
Be
Dedicated
to
your
customers
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60. Be
Human
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61. Success?
• Were
you
successful?
• What
does
the
picture
of
success
look
like?
• How
do
you
measure
your
success?
• What
will
you
learn
in
the
process
of
crea)ng
your
strategy,
implemen)ng
it
and
measuring
the
results?
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62. Fans
and
Followers
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67. “Don’t report crap.”
“Stop pimping.”
“There’s a reason doesn’t work for you.
It’s not Facebook it’s you.”
- Avinash Kaushik, Google Digital Marketing Evangelist
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71. Social Media for Business 71
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72. How
clients
are
searching
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73. How
clients
are
searching
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74. How
clients
are
searching
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75. How
clients
are
searching
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76. Scheduling
content
delivery
and
other
ways
to
have
more
)me.
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77. But what about my precious time?
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78. But Isn t it going to take up all of my
precious time?
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79. Twitter Clients
Twitter Platform
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80. Scheduling and Automation
Tools:
1. http://www.Hootsuite.com
2. http://www.Bufferapp.com
3. http://www.SocialOomph.com
4. http://www.Twitterfeed.com
5. http://www.TwitCleaner.com
6. http://www.ManageTwitter.com
7. http://www.Tweriod.com
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81. Hootsuite
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82. Hootsuite
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83. Hootsuite – URL Shortening
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84. Scheduling Tweets with HootSuite
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85. First Think
• What is the goal?
• How will the tool help us?
• What is our strategy?
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86. What NOT to post
• What you had for lunch
• Stories about your dog
• Negative comments
Remember: Twitter is public and real-time.
Do Think: Cocktail party.
Start conversations.
Ask and answer questions.
Grow your network.
Social Media for Business
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87. What
is
the
right
marke)ng
mix
for
you?
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88. Fish
where
the
fish
are
Fish where the fish are
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89. Think
Three
R’s
Reach
Relevance
Return
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91. Think
Three
R’s
Return
Relevance
Reach
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92. How
are
you
improving
my
life?
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97. Be
Different,
Be
Remarkable
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100. Who
Are
You
Talking
To
Who
Are
You
Talking
With?
1. Where
does
your
audience
spend
most
of
their
)me
online?
2. Why
do
they
spend
their
)me
there?
3. Who
are
they?
4. Who
are
your
fans?
5. Who
are
your
enemies?
6. How
do
you
start
conversa)ons
with
both
of
these
groups?
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101. Distribu)on
• There
is
a
lot
of
noise
out
there
• It’s
ok
to
repeat
(or
retweet)
• Sharing
is
good
• Content
is
always
king,
frequency
is
queen
and
entertainment
is
the
jack
of
all
parades
• Create
an
editorial
(social
media)
calendar
and
ALWAYS
offer
VALUE!
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102. Don’t
• Write
or
say
anything
you
wouldn’t
do
or
say
in
front
of
your
mother
• Broadcast
• SHOUT
• Copy
• Forget
about
the
elephant!
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106. Are
you
offering
Value?
• Free
Webinars
• Infographics,
Videos,
Photos,
Advice
• Events
• Free
informa)on
• Fun
• Quotes
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107. Measuring
Marke)ng
Campaigns
 Web
=
Digital
 Digital
=
Trackable
 Trackable
=
Analy)cs
 Analy)cs
makes
it
super
easy
to
measure
performance
of
marke)ng
campaigns
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108. Measuring
Marke)ng
Campaigns
Types
of
campaigns
and
tools
– Measuring
and
Analysing
Visits
to
your
Website
• Google
Analy)cs
[FREE]
– Facebook
Fan
Page/Adver)sing
• Facebook
Insights
[FREE]
– Twi^er
(and
Facebook)
Engagement
• h^p://bit.ly
[Free]
• h^p://www.hootsuite.com
[Free]
– Social
Media
Marke)ng
Performance
Tracking
and
LISTENING
tools
• h^p://socialmen)on.com
[Free]
• h^p://alerts.google.com
• YOUR
FAVORITE
BLOGS,
tweet
streams,
Pinterest
boards
and
Facebook
Subscrip)ons
etc.
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109. Q&A
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110. Remember
the
Secret?
It’s not about marketing,
it’s about relationships and trust.
Build sustainable relationships.
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111. Thank
You
ALPD
San
Francisco!
Connect
with
Suse
(Susan)
Barnes:
Susan@susby.com
h^p://www.susby.com
h^p://twi^er.com/susby
h^p://www.facebook.com/susby
h^p://www.linkedin.com/in/susanbarnes
h^p://www.pinterest.com/susby
h^p://gplus.to/susby
Social Media for Business
Phone/SMS:
(415)
305-­‐6403
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