Social Media for Business Presentation for APLD: Are You Connected?

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with Suse Barnes of Susby

August 21, 2012

Social Media for Business�with Suse Barnes

Introduc)ons

• Who is Susby? • Who are you?

–  Solopreneurs –  Consultants –  Landscape Architects –  Landscape Designers –  Community Managers –  Using Social Media? –  New to Social Media?


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Introduc)on to Social Media


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Let’s do some marke)ng

•  Television •  Radio •  Print •  Billboards •  Public Rela)ons •  Adver)sing •  Trade Shows


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Who wants control?


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YOU


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What is the web today?


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Influence

Experience

Value

What is marke)ng today?


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Marketing

Interaction

Money

AKA


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The Funnel has Reversed

We (consumers) have a voice. I.e. Your customers have something to say and people are listening to each other


New Media Marke)ng? Tradi)onal Marke)ng

–  Broadcast –  Big Budget – Mass Media, One to Many

–  Brand Equity –  ROInvestment

Social Media Marke)ng – Personal Conversa)ons – Smaller Budget – One to One, One to Many, Many to Many

– Brand Ambassadors – ROInfluence


LinkedIn

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LinkedIn

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Is content s)ll king?

Communica)on? Entertainment?

Source: Hubspot


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•  Listening •  Sharing •  Par)cipa)ng •  Vo)ng •  Communica)ng •  Connec)ng •  Collabora)ng •  PINNING!!!! •  Pos)ng

Social + Media = We are the media


Pinterest

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The 4 P-‐Shi\

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RODUCT RICE LACE ROMOTION

P EOPLE ROXIMITY ROMISES ARTNERSHIPS


The 5th P in Marke)ng

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h^p://www.youtube.com/watch?v=3SuNx0UrnEo

“Par)cipa)on is Marke)ng.” – Brian Solis


h^p://www.youtube.com/watch?v=5p2BZg94Eb0

“The People in your life make your world be^er. People are literally the best thing in the world.” – Gary Vaynerchuck


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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


What do you have with you at all )mes?

Source: @rumford at Gravity Summit Stanford


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Mobile Local Social


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So Mo Lo Mo Lo So Lo So Mo

So Mo Lo

Mo Lo So

Lo So Mo


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26% of US Media Consump)on is Mobile This in itself may not be shocking, but wait…


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26% of US Media Consump5on is Mobile! 43% of US Media Consump)on is TV

#tworthy


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Social Media for Promo)ng Your Business


It is not a sprint…


…it is a marathon.


“Failing to plan is planning to fail.” - Winston Churchill


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


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.


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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What are rela)onships made of?


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?


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What are rela)onships made of?


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Your Social Media Plan

LOVE L - Listen O - Offer V - Visit E - Engage


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?


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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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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)


Tools

• Where will you par)cipate?

• What are your resources? • What networks/tools are best? • Why? •  How do you know?


Be Human

http://www.youtube.com/watch?v=OAlyHUWjNjE


Ideas for Campaigns

•  How will you implement the strategy? • What campaigns will facilitate it? •  Strategy = Simple •  Tac)cs = more complex


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


Be Human


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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Fans and Followers


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“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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How clients are searching


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Scheduling content delivery and other ways to have more )me.


But what about my precious time?


But Isn’t it going to take up all of my precious time?


Twitter Platform

Twitter Clients


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

Scheduling and Automation


Hootsuite


Hootsuite – URL Shortening


Scheduling Tweets with HootSuite


First Think

•  What is the goal? •  How will the tool help us? •  What is our strategy?


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.


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What is the right marke)ng mix for you?


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Fish where the fish are

Fish where the fish are


Reach

Think Three R’s

Relevance

Return


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Return

Think Three R’s

Relevance

Reach


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How are you improving my life?


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Be Different, Be Remarkable


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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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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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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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Are you offering Value?

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•  Free Webinars •  Infographics, Videos, Photos, Advice •  Events •  Free informa)on •  Fun •  Quotes


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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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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.


Q&A


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Remember the Secret?

It’s not about marketing, it’s about relationships and trust.

Build sustainable relationships.


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Thank You ALPD San Francisco!

Connect with Suse (Susan) Barnes: [email protected] 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

Phone/SMS: (415) 305-‐6403


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Social Media for Business Presentation for APLD: Are You Connected?

Education

Transcript of Social Media for Business Presentation for APLD: Are You Connected?