Opening Trend Report: "Mobile: A Consumer Rethink. Not a Technology Rethink."
Rethink Social Media for 2014c.ymcdn.com/.../rethink_social_media_for_201.pdf · ·...
Transcript of Rethink Social Media for 2014c.ymcdn.com/.../rethink_social_media_for_201.pdf · ·...
Rethink Social Media
For 2014
Kathi Kruse Kruse Control Inc @kathikruse
Kathi Kruse krusecontrolinc.com
@kathikruse
What, Why & How
Rethink Social Media
for 2014
Kathi Kruse krusecontrolinc.com
@kathikruse
• Targeted Marketing • Digital Relationship Building • Self-Published Content
Rethink Social Media
for 2014
Kathi Kruse krusecontrolinc.com
@kathikruse
Where Do I Start?
Rethink Social Media
for 2014
Kathi Kruse krusecontrolinc.com
@kathikruse
Rethink Social Media
for 2014
New Marketing Framework
Kathi Kruse krusecontrolinc.com
@kathikruse
Is your marketing & advertising broad enough and optimized enough to engage
at each customer consideration stage?
Rethink Social Media
for 2014
Kathi Kruse krusecontrolinc.com
@kathikruse
Be Where Your Customers Are
Rethink Social Media
for 2014
Kathi Kruse krusecontrolinc.com
@kathikruse
The most frequently checked website on the Internet!
• 852 million daily logins • 25% log in five times a day • 3.2 Billion Likes & Comments
everyday!
Rethink Social Media
for 2014
Kathi Kruse krusecontrolinc.com
@kathikruse
Top Reasons People Like Your Page
• Already a fan in real life & want to show their affiliation
• Exclusive deals & discounts
• Their friends like your page
• Your Content is engaging & highly sharable
Rethink Social Media
for 2014
Kathi Kruse krusecontrolinc.com
@kathikruse
7 Next-Level Best Practices
Rethink Social Media
for 2014
Kathi Kruse krusecontrolinc.com
@kathikruse
1. Clear Objectives
Rethink Social Media
for 2014
Kathi Kruse krusecontrolinc.com
@kathikruse
Social Media ROI
Rethink Social Media
for 2014
Kathi Kruse krusecontrolinc.com
@kathikruse
Examples of Objectives
• Grow 500 Likes by Nov 30th • Increase Engagement by 10%+ • Increase Reach by 25,000 • Generate 30+ Leads/Month
Rethink Social Media
for 2014
Kathi Kruse krusecontrolinc.com
@kathikruse
2. Great Design
It’s the People,
People.
Rethink Social Media
for 2014
Kathi Kruse krusecontrolinc.com
@kathikruse
What NOT to Do
Rethink Social Media
for 2014
Kathi Kruse krusecontrolinc.com
@kathikruse
What makes your Cover design work?
• Visual Representation of your Dealership
• It’s the People, People • Text Limits are History! (CTA) • Must be Business Page • Convert Now if Personal Page
Rethink Social Media
for 2014
Kathi Kruse krusecontrolinc.com
@kathikruse
3. Solid Content Strategy (What you’re going to post on your page)
Rethink Social Media
for 2014
Kathi Kruse krusecontrolinc.com
@kathikruse
Rethink Social Media
for 2014
Kathi Kruse krusecontrolinc.com
@kathikruse
Rethink Social Media
for 2014
Define Your Dealership’s
Brand
• Who Are We? (Start with Why)
• Who is Our CUSTOMER?
• What are Our GOALS?
Kathi Kruse krusecontrolinc.com
@kathikruse
Rethink Social Media
for 2014
Solid Foundation
What is Content
Strategy?
“Your mindset, culture & approach to delivering your customer’s information needs in all the places they’re searching for it, across each stage of the buying process.”
Kathi Kruse krusecontrolinc.com
@kathikruse
Rethink Social Media
for 2014
“See” Customer
“Think” Customer
“Do” Customer
Kathi Kruse krusecontrolinc.com
@kathikruse
Rethink Social Media
for 2014
The Right Mix
70% Personality 20% Brand 10% Products/Services
Kathi Kruse krusecontrolinc.com
@kathikruse
Rethink Social Media
for 2014
Schedule Content: Editorial Calendar
Kathi Kruse krusecontrolinc.com
@kathikruse
Rethink Social Media
for 2014
4. Promotion Strategy (How you’re going to continually increase
your fan base)
Kathi Kruse krusecontrolinc.com
@kathikruse
Rethink Social Media
for 2014
5 Tips to Grow Likes:
1. Create posts that inspire people to share. 2. Advertise on Facebook 3. Offer exclusive deals for Liking page 4. Add Facebook Social Plugin to Website 5. Install signs throughout the store
Kathi Kruse krusecontrolinc.com
@kathikruse
Rethink Social Media
for 2014
Value of Facebook Ads:
1. Target your ideal customer 2. Most effective at growing Likes. 3. Inexpensive 4. Uncover new “Raving Fans” 5. Drive new leads 6. Drive website conversions
Kathi Kruse krusecontrolinc.com
@kathikruse
Rethink Social Media
for 2014
Facebook Ad Options
• Marketplace Ads • Promoted Posts • Sponsored Stories • Facebook Offers • Power Editor • Custom Audiences • FBX Retargeting
Kathi Kruse krusecontrolinc.com
@kathikruse
Rethink Social Media
for 2014
5. Engagement Strategy (How you’ll respond to fans & build community)
Kathi Kruse krusecontrolinc.com
@kathikruse
Rethink Social Media
for 2014
Every Sale Starts with a Conversation
Someone Inside the Dealership to: Listen ! Ask Questions ! Support
Build Relationships ! Foster Leads & Sales
Kathi Kruse krusecontrolinc.com
@kathikruse
Rethink Social Media
for 2014
Digital Marketing Manager
Skills Assessment ! Training Respond to Leads: Organic & Paid
Kathi Kruse krusecontrolinc.com
@kathikruse
Rethink Social Media
for 2014
Key: Staff Participation
Kathi Kruse krusecontrolinc.com
@kathikruse
Rethink Social Media
for 2014
6. Conversion Strategy (How you’ll turn your fans into customers)
Kathi Kruse krusecontrolinc.com
@kathikruse
Rethink Social Media
for 2014
Organic Leads
Kathi Kruse krusecontrolinc.com
@kathikruse
Rethink Social Media
for 2014
Paid Leads using Custom Tabs
Kathi Kruse krusecontrolinc.com
@kathikruse
Rethink Social Media
for 2014
Capture Leads:
Lead Generation Landing Page
Kathi Kruse krusecontrolinc.com
@kathikruse
Rethink Social Media
for 2014
Convert “See” & “Think” Customer with Content
“See” “Think”
• Relevant • Useful • Entertaining • Teach, Don’t Sell
Kathi Kruse krusecontrolinc.com
@kathikruse
Rethink Social Media
for 2014
Convert “Do” Customers with Facebook Ads, Custom Tabs & Landing Pages “DO”
• Product Landing Pages • Coupons/Customer Loyalty • Service Appointments • Event Registrations
Kathi Kruse krusecontrolinc.com
@kathikruse
Rethink Social Media
for 2014
7. Measure & Analyze (How you’ll establish ROI)
Kathi Kruse krusecontrolinc.com
@kathikruse
Rethink Social Media
for 2014
Return on Investment (ROI)
Measurement is about more than just results. It must tie back to your objectives.
Kathi Kruse krusecontrolinc.com
@kathikruse
Rethink Social Media
for 2014
Objectives Met?
• Grow 500 Likes by Nov 30th • Increase Engagement by 10%+ • Increase Reach by 25,000 • Generate 30+ Leads/Month
Kathi Kruse krusecontrolinc.com
@kathikruse
Rethink Social Media
for 2014
Information is Power
Kathi Kruse krusecontrolinc.com
@kathikruse
Rethink Social Media
for 2014
How does your Facebook Page measure up?
Facebook Page Self-Assessment
Worksheet
Kathi Kruse krusecontrolinc.com
@kathikruse
Rethink Social Media
for 2014
7 Next-Level Best Practices
1. Clear Objectives 2. Great Design 3. Solid Content Strategy 4. Promotion Strategy 5. Engagement Strategy 6. Conversion $trategy 7. Measure & Analyze
Kathi Kruse krusecontrolinc.com
@kathikruse
Rethink Social Media
for 2014
Kathi Kruse krusecontrolinc.com
@kathikruse
Rethink Social Media
for 2014
Who Do You Want to Reach?
Kathi Kruse krusecontrolinc.com
@kathikruse
Rethink Social Media
for 2014
Top Factoids You Didn’t Know About Twitter
• 11 Twitter accounts created every second
• There are approximately 40 million unique US users who visit Twitter every month.
• 15% of online adults use Twitter and 8% do so on a typical day.
• 67% of Twitter users are more likely to buy from a brand they follow.
Kathi Kruse krusecontrolinc.com
@kathikruse
Rethink Social Media
for 2014
What Twitter IS: • Conversational • Person to Person • Impactful
Kathi Kruse krusecontrolinc.com
@kathikruse
Rethink Social Media
for 2014
What Twitter is NOT:
• Facebook • Broadcasting Tool
#Fail
Kathi Kruse krusecontrolinc.com
@kathikruse
Rethink Social Media
for 2014
Build Credibility & Trust
• Get Followers • Keep Followers
Kathi Kruse krusecontrolinc.com
@kathikruse
Rethink Social Media
for 2014
7 Best Practices of Twitter Marketing
Kathi Kruse krusecontrolinc.com
@kathikruse
Rethink Social Media
for 2014
#1: Clear Objectives
Kathi Kruse krusecontrolinc.com
@kathikruse
Rethink Social Media
for 2014
#2: Great Design
Kathi Kruse krusecontrolinc.com
@kathikruse
Rethink Social Media
for 2014
#3: Language & Etiquette
• @ mentions • # hashtags • RT (ReTweets) • 140 characters • Shortened URLs • Appreciation
Kathi Kruse krusecontrolinc.com
@kathikruse
Rethink Social Media
for 2014
Know the #Fail #Fail
• Only Tweeting a URL • Longer than 140 characters • Talking about Yourself (the store) • Facebook ->Twitter & vice versa • Asking questions to “everyone” • Not conversing (mentioning) • Using Spam words like “win” & “free” • Lack of conversation • Auto Responders • Only # of followers matters
Kathi Kruse krusecontrolinc.com
@kathikruse
Rethink Social Media
for 2014
#Fail
Kathi Kruse krusecontrolinc.com
@kathikruse
Rethink Social Media
for 2014
#4: Grow Your Followers
Kathi Kruse krusecontrolinc.com
@kathikruse
Rethink Social Media
for 2014
#5: Solid Content Strategy
Define Who You Want to Reach
Kathi Kruse krusecontrolinc.com
@kathikruse
Rethink Social Media
for 2014 Before you click send, ask yourself:
“Would I follow this brand solely based on this one tweet?”
Kathi Kruse krusecontrolinc.com
@kathikruse
Rethink Social Media
for 2014
Your Dealership Blog
Kathi Kruse krusecontrolinc.com
@kathikruse
Rethink Social Media
for 2014
#6: Social Customer Service
• 47% of Social Media users have sought customer service via Social channel
• 71% of those who receive positive Social care are likely to recommend your brand to others
• Only 19% of those who don’t get any response are likely to recommend that brand.
Kathi Kruse krusecontrolinc.com
@kathikruse
Rethink Social Media
for 2014
Jessica Northey #CMChat Founder 425,000 Twitter Followers 1.1 million Google+
Kathi Kruse krusecontrolinc.com
@kathikruse
Rethink Social Media
for 2014
Kathi Kruse krusecontrolinc.com
@kathikruse
Rethink Social Media
for 2014
#7: Capture Leads & Sales
Hootsuite Geo-Search
Monitor for “Intent”
Kathi Kruse krusecontrolinc.com
@kathikruse
Rethink Social Media
for 2014
“See” Customer
“Think” Customer
“Do” Customer
Kathi Kruse krusecontrolinc.com
@kathikruse
Rethink Social Media
for 2014
Convert “See” & “Think” Customer with Content
“See” “Think” • Start with Why
• Relevant • Useful • Entertaining • Teach, Don’t Sell
Kathi Kruse krusecontrolinc.com
@kathikruse
Rethink Social Media
for 2014
Convert “Do” Customers with Twitter Ads & Landing Pages “DO”
Kathi Kruse krusecontrolinc.com
@kathikruse
Rethink Social Media
for 2014
7 Best Practices of Twitter Marketing
1. Clear Objectives 2. Great Design 3. Language & Etiquette 4. Grow Your Followers 5. Solid Content Strategy 6. Social Customer Service 7. Generate Leads & Sales
Kathi Kruse krusecontrolinc.com
@kathikruse
Rethink Social Media
for 2014
Digital Marketing Manager
Every Sale Starts With a Conversation
Kathi Kruse krusecontrolinc.com
@kathikruse
Rethink Social Media
for 2014
Kathi Kruse krusecontrolinc.com
@kathikruse
Rethink Social Media
for 2014
“People Don’t Buy What You Do.
They Buy Why You Do it.”
Kathi Kruse krusecontrolinc.com
@kathikruse
Rethink Social Media
for 2014
Why Blog?
• Likable Expert • Engagement • Influence • SEO (Visibility) • Staff Participation • Generate Leads
Kathi Kruse krusecontrolinc.com
@kathikruse
Rethink Social Media
for 2014
Google Knowledge Graph • Next Generation of Search • Knowledge (not just information) • Contextual Meanings in Big Data
Kathi Kruse krusecontrolinc.com
@kathikruse
Rethink Social Media
for 2014
Local Search & Online Ratings
Kathi Kruse krusecontrolinc.com
@kathikruse
Rethink Social Media
for 2014
Best Blogging Platform: Wordpress
Kathi Kruse krusecontrolinc.com
@kathikruse
Rethink Social Media
for 2014
Characteristics of Successful Blog
• Bio/About Page • Catchy Headlines • 250 to 500+ Words • High-Quality Optimized Content • Frequent Updates • Relevant Image/Videos • Staff Participation • Comments • Contact Form
Kathi Kruse krusecontrolinc.com
@kathikruse
Rethink Social Media
for 2014
What Do We Write About?
• Solve a Problem • Customer FAQs • Spotlight Local Happenings • Employee Milestones • Legacy Stories • Dealership Causes • Video Blog • Customer Reviews • Inventory
Kathi Kruse krusecontrolinc.com
@kathikruse
Rethink Social Media
for 2014
Winning Blog Post Headlines
• Top 10 Anythings • How To’s of Any Kind • Common Mistakes That Cost You Big • Signs and Symptoms • Factors You Must Consider Before • Beware! • The Beginners Guide to… • Quick and Easy • The Secret to… • 10 Most Anythings • The #1 Reason…
Kathi Kruse krusecontrolinc.com
@kathikruse
Rethink Social Media
for 2014
Once Your Post is Written • SEO/Keyword Integration • Syndicate on Social Media • Social Bookmarking • Seek out & Comment on Other
Blogs • Share Your Post with Target
Customers • Email RSS Feed & Newsletters
Kathi Kruse krusecontrolinc.com
@kathikruse
Rethink Social Media
for 2014
Kathi Kruse krusecontrolinc.com
@kathikruse
Rethink Social Media
for 2014
Kathi Kruse krusecontrolinc.com
@kathikruse
Rethink Social Media
for 2014
Why Buy Here
Kathi Kruse krusecontrolinc.com
@kathikruse
Rethink Social Media
for 2014
“If a potential customer has read 30+ pieces of your OWN content, you have an 80% better chance of closing the sale.”
Marcus Sheridan TheSalesLion.com Riverpoolsandspas.com
Kathi Kruse krusecontrolinc.com
@kathikruse
Rethink Social Media
for 2014
“See” Customer
“Think” Customer
“Do” Customer
Kathi Kruse krusecontrolinc.com
@kathikruse
Rethink Social Media
for 2014
Digital Marketing Manager
Work Smarter, Not Harder
Kathi Kruse krusecontrolinc.com
@kathikruse
Rethink Social Media
for 2014
Key: Staff Participation
Kathi Kruse krusecontrolinc.com
@kathikruse
Rethink Social Media
for 2014
MAKE !CONTENT !
MARKETING !YOUR !
CULTURE!
Kathi Kruse krusecontrolinc.com
@kathikruse
Be Where Your Customers Are!
Rethink Social Media
for 2014
Kathi Kruse krusecontrolinc.com
@kathikruse
Rethink Social Media
for 2014
Resistance • I’m too busy • I’m too old • It’s too late • I don’t like Facebook • I don’t know where to start • It’s too expensive • _____fill in the blank_______
Kathi Kruse krusecontrolinc.com
@kathikruse
Rethink Social Media
for 2014
Kathi Kruse krusecontrolinc.com
@kathikruse
Rethink Social Media
for 2014
“People Don’t Buy What You Do.
They Buy Why You Do it.”
Kathi Kruse krusecontrolinc.com
@kathikruse
Rethink Social Media
for 2014
What’s Your ONE Thing?
Rethink Social Media
for 2014
Kathi Kruse Social Media Marketing,
Coaching & Training krusecontrolinc.com
[email protected] 714.251.6440
Facebook: kathikruse Twitter: @kathikruse
LinkedIn: krusecontrol
Thank You! Q & A
Kathi Kruse krusecontrolinc.com
@kathikruse
Rethink Social Media
for 2014