Beginners Guide to Social Media
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Social Media Marketing
For The Estate
Planning Professional
!
April 5, 2011
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George WallacePresident
Rebecca SlosbergDigital Marketing Specialist
@DiscoveryCG Facebook.com/DiscoveryCG
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“The great French Marshall Lyuatey once asked his gardener to plant a tree. The gardener objected that the tree was slow growing and would not reach maturity for 100 years. The Marshall replied, “In that case, there is no time to lose; plant it this afternoon.” - John F. Kennedy
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A new way of thinking about an old concept
You are already participating in social networking!
The Merrimack Valley Estate Planning Counsel IS a social network!
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The Prism of social media revolves around your website
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Traditional Marketing
Inbound Marketing
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Traditional Media
All about THEIR business– It should be about what they
can do for YOU
In your face– Don’t have the choice
Hits the mass, no personal attention– Looks at numbers, not people
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Inbound Marketing
• Developing a relationship– Getting to know the client,
personally
• Inviting– Don’t force, giving choices
• Provide value– Give away knowledge, free trials
or analysis without expecting something in return
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The Strategy
1. Who are your Clients? Prospects?2. What are they interested in?3. What do you want to hear from them?4. What do you want to talk to them about?5. Segmentation6. What value can you offer?7. What are your goals?
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The Basics
1. Change Your Thinking2. Take a Good Look at Your Website3. Figure out what you want to say, and to whom?4. Start the Discussion
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Your Website is Your Hub
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Why do you NEED a good Website?
1. Gives you a professional and trusted appearance2. A website is open 24 hours a day 7 days a week, unlike your
office3. Exposure 365 days a year4. Convenience for clients5. Expanded Marketplace, reach clients you may otherwise
have never met
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Only 1 in 10 consumers trust ads, even if they saw the ads, they are likely to ignore them or NOT base their purchase
decisions on them. (Adweek Media/Harris Poll, 2010)
In a study conducted by social networking site myYearbook, 81% of respondents said they'd received advice from friends
and followers relating to a product purchase through a social site; 74% of those who received such advice found it to be influential in their decision. (Click Z, January 2010)
53% of people on Twitter recommend companies and/or products in their Tweets, with 48% of them delivering on
their intention to buy the product. (ROI Research for Performance, June 2010)
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Implications• A new paradigm for
conducting business
• Companies no longer in control of their brands
• People depending on other people for the information that informs their buying decisions
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• It is not about the technology
• It is about how to build the relationships USING the technology
• Tactics vs. Strategy
Caution!
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P.O.S.T.• People
• Objectives
• Strategy
• Technology
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“But really, what IS it?”(in a nutshell)
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In a nutshell..• Blogs• Discussion Groups and Forums• Wikis• RSS• Widgets• Podcasts• Virtual Worlds• Viral Video and Photo• Social Networking Sites• Social Bookmarks
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From Soup to Nuts
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Presidential Race 2008
Results as of election eve 2008
Social Network McCain Obama Obama Now
Facebook Fans 620,319 2,379,102 7,646,208
Twitter Followers 4,603 112,475 3,326,837
YouTube Channel Views 2,052,993 18,413,110 22,730,210
MySpace Friends 217,811 883,166 1,926,593
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Massachusetts Senate Race
As of election eve 2010
Social Network Scott Brown Martha Coakley
Facebook Fans 94,779 17,361
Twitter Followers 11,667 3,925
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Governor's Race
As of February 2010
Social Network Tim Cahill Deval Patrick Charlie Baker
Facebook Fans 2,790 11,930 1,370
Twitter Followers 320 10,010 1,370
YouTube Channel Views None 18,439 None
MySpace Friends None 376 3,242
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“I don’t have time for all that. I have a business
to run…”
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SOCIAL NETWORKING IS NOW MORE POPULAR THAN EMAIL
According to Nielsen Online’s 2009 study, 66.8% of Internet users have used social networks, while only 65.1% have
used email.*
57% of U.S. Adults have a Profile on a Social Networking Site.
*Mashable.com
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How Long Does It
Take To Reach
50 Million People?
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“So how do I get started?”
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BLOGGING 101152 million – The number of blogs on
the Internet (as tracked by BlogPulse).
73% of online users read blog posts, even if they aren’t aware of it.
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Crucial to Online Marketing
1. Achieve Expert Status in your field2. Promote Your Name, Brand,
Product/Service3. Deliver Traffic to your Website4. Increase Your SEO Rankings 5. Develop a Community of
Prospects and Brand Ambassadors
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“Wait, you want me to give away FREE advice?”
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Corporate Blogging• Hosted by GM Executives
• Showcases “cars of the future”, the company’s move toward energy-efficient vehicles, and videos of prototypes.
• Allows consumers to become part of the conversation.
• Includes “Fact or Fiction” commentary
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LINKEDIN 101 LinkedIn users tend to be more senior: 46% are Management or Executive Level
The majority (66%) of LinkedIn users are decision makers or have influence in
purchase decisions for their companies
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• The First step to joining the Social Network• Connect with past contacts, new prospects, industry
insiders, referral sources• Stay in touch with your network of contacts as they
transition; be the first to know of new moves, promotions, career changes
• Make introductions within your newly expanded network
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Your LinkedIn Profile is like a resume for you
and your business!
Make sure to complete it
100%
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FACEBOOK 101
Facebook has grown from 100 million to 200 million users in less than 8 months. If it were a country, it would be bigger
than Brazil.*
Facebook now has 500 million active users!
*Mashable.com 2009
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Facebook Statistics
• The fastest growing demographic is baby boomers, those that are 55+ (Inc.com, Aug. 2010)
• Facebook is the second most trafficked site in the United States (Alexa Ranking)
• 51,481,960 Facebook users are between the ages of 35 and 64 • Facebook generates 770 billion page views per month• Average user is connected to 80 fan pages• Average user creates 90 pieces of content each month
(Social Media Today, March 2011)
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Facebook: Ernst & Young
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Facebook: Haymond Law
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TWITTER 101
In the past year alone, the average number of tweets per day has nearly tripled from 50 million to 140 million.
*Huffington Post, March 2011
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Twitter Statistics• 175,000,000 – Number of twitter user accounts • 460,000 – Average number of new accounts per day
over the last month.• 182% – Increase in number of mobile users over the
past year.
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Even the Boston Police are Tweeting!
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Enterprise Bank: Celebration of Excellence
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How?
• We researched and found members in the nominating community (Massachusetts and New Hampshire) using advanced search tactics that were active in social media.
• We connected with them on Facebook and Twitter, telling them about the event and how they can make a difference by nominating a business while guiding them to the correct place online to do so.
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Results?
• We had a goal of getting 250 nominations. By the last day of nominations we had received over 350, surpassing our goal by 100.
• Furthermore, out of the 350 nominations over 125 submitted their applications to receive the award, over 25 more than our goal of 100 applications submitted.
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DISCUSSION GROUPS, FORUMS,
& USER REVIEWS
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Show that you’re THE expert
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90 Days to set up all platforms, get populated, and get trained!
How long does it REALLY take?
45 minutes a day to engage with your target audience, that’s it!
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George WallacePresident
Rebecca SlosbergDigital Marketing Specialist
@DiscoveryCG Facebook.com/DiscoveryCG