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Social Media Marketing 2013: The Secrets to Build Genuine Fans, Generate Leads

and Close More Sales to Your Social Customer

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Kathi KruseOwner

Nick ZulovichModerator

Kathi Krusekrusecontrolinc.com

@kathikruse

Social MediaMarketing

The Secrets to Build Genuine Fans, Generate Leads & Close More Sales to Your Social Customer

2013

What, Why & How

Shift Happens

©Eric Miltch

Just let this sink in for a minute:

Auto Retail 2013

•Targeted Marketing•Relationship Building•Self-Published Content

Social Media is

Word of Mouth...Digitized

How do you buy?

Today’s customer

doesn’t just buy what you sell.

They buy WHO YOU ARE.

The Social Shift: Daily Operations

Be Where Your Customers Are

1. Clear objectives2. Great design3. Solid content strategy (what you’re

going to post)4. Promotion strategy (how you’re going

to continually increase your fans/followers)

5. Engagement strategy (how you’ll respond to fans and build community)

6. Conversion strategy (how you’ll turn your fans into customers)

6 Elements of Social Media Marketing

The most frequently checked website on the

Internet. 852 million daily logins

25% log in five times a day (Edison Research)3.2 Billion Likes & Comments everyday!

Top Reasons People Like Your Page

• They’re already a fan in real life & want to show their affiliation

• Get exclusive deals & discounts

• Their friends like your page

• Your posts are engaging & highly sharable

“If I tell my Facebook friends about your brand, it’s not

because I like your brand but rather because I like my friends.”

Greet Visitors Right: Timeline Cover

What NOT To Do

Cheap, Effective Facebook Ads

Design Matters

Social Proof AdsIncrease Conversions

Facebook Offers

Promoted Posts

Capture Leads with Landing Pages

Awesome Content Drives It All!

•Relevant•Human•Interested•Helpful•Teach, Don’t Sell

•Be Social

Successful Content Marketing Strategy

Brand DiscoveryAnswer These Questions:

1. Who are YOU?2. Who is your CUSTOMER?3. What is your GOAL?

• Consistent with Brand?• Self-Published • Relevant Non-Auto Content• Thought-Provoking Questions• Cross-Promotion• Sales & Service Specials• Customer Loyalty/Appreciation

What to Post:

• 2-3 Times/Day (Generally)• Morning, Lunch & Early Evening• Let the Audience Guide You

When to Post

Tools to Manage Your Time

• Google Reader• Post Planner• Heyo

Personal Branding

Twitter Marketing

Twitter.com/search

Search Results

What are people saying about your Competitor….or YOU?

• Conversational• Person to Person• Impactful

What Twitter IS:

• Facebook• Broadcasting Tool

What Twitter is NOT:

Build Credibility & Trust

• Grow Followers• Share Relevant Content • Engage (Converse)

Branding Matters

Broadcasting. Infrequency.

Conversation Matters

Personal Branding

Leverage Tools

• Google Reader• Bitly.com (URL Shortener)• Hootsuite• Refollow.com

•Likable Expert•Engagement•Influence•SEO•Staff Participation•Generate Leads

Dealership Blog

Wordpress

Best Blogging Platform:

• Self-Hosted Version• Influence• Comments• Leads

• Next Generation of Search• Knowledge (not just

information)• Big Data….Contextualized

Google Knowledge Graph

• Catchy Headlines• 250 to 500 Words• High-Quality Optimized Content• Frequent Updates• Relevant Image/Videos• Staff Participation• Comments

Characteristics of Successful Blog

• Solve a Problem• Customer FAQs• Spotlight Local Happenings• Employee Milestones• Legacy• Dealership Causes• Video Blog

What Do We Write About?

“In one month we saw 296% increase in traffic clicking to get a price.”

Leads

Personal Branding

“If a potential customer has read 30+ pieces of your OWN

content, you have an 80% better chance of closing the

sale.”

Social Media &Your Online Reputation

Your Online Reputation Lives Here

“Used Car Nightmare”

“Used Car Nightmare”

“Used Car Nightmare”

• Over 130,000 views• Over 200 comments •$7000 car•Conflict Resolution Process?

Fallout over 2 years later?

• Video & Website still on Google page ONE• Links on dozens of consumer sites• Hundreds of articles online• Reviews on Yelp & Google• Customer active on Social Media sites

How much has that $7,000 vehicle cost

them?

Negative Review...Positive Experience

Leverage your already-existing Conflict Resolution Process

When to Respond• You genuinely need to make amends• They’re missing the facts• When the review develops legs• The person is angry with you, not just life• When someone else reads it & is offended for you.

How to Respond•Quick is 1st priority•Listen•Remain calm•Be authentic•Speak like a person•Promise to be better

Social Media Success:

Internal Process & Staff Participation

Community Manager

“In the future, every employee will be trained on Social Media. They'll

produce content & build lasting sales relationships with the Social

customer.”Kathi KrusePOADA Webinar 12/4/12

Be Proactive (Not Reactive)

•Awareness•Train•Engage•Motivate•Recognize•Reward

Internal Process:

Social Media Policy

Head Off Trouble

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krusecontrolinc.com

Kathi KruseSocial Media Coaching & Trainingkrusecontrolinc.comkathi@krusecontrolinc.com 714.251.6440

Thank You!

Facebook: kathikruseTwitter: @kathikruseLinkedIn: krusecontrol

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