Social media success strategies June 2010 by CEO Hillary Bressler
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Social Media Success StrategiesLeveraging Technology for
Business Advantage
June 2, 2010
Presented by:Hillary BresslerFounder, CEO
.Com MarketingA Top 100 Interactive Agency Nationwide
www.commarketing.com 1.866.266.6584
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What is Social Media?
A type of media that is based on
conversation and interaction between
people online and
shared via the internet or mobile.
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Shift from Me Web to We Web
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It’s Okay To Be Confused
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1. China2. India3. Facebook4. United States5. Indonesia6. Brazil7. Pakistan8. Bangladesh
If Facebook was a country it
would be the 3rd largest
“Did You Know”- Karl Fisch and Scott McLeod –Socialeconomics.com- July 30, 2009
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Years to Reach 50 Million Users
• Radio- 38 Years
• TV- 13 Years
• Internet- 4 Years
• iPod- 3 Years
• Facebook adds 100 Million Users in 9 months
“Did You Know”- Karl Fisch and Scott McLeod –Socialeconomics.com- July 30, 2009
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Ashton Kutcher and Ellen DeGeneres have more Twitter
Followers than then entire population
of Ireland, Norway and Panama
“Did You Know”- Karl Fisch and Scott McLeod –Socialeconomics.com- July 30, 2009
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80% of Companies
are Using LinkedIn as their Primary Way to Find Employees
“Did You Know”- Karl Fisch and Scott McLeod –Socialeconomics.com- July 30, 2009
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The Fastest Growing Segment on Facebook is 55-65 year old Females
“Did You Know”- Karl Fisch and Scott McLeod –Socialeconomics.com- July 30, 2009
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80% of Twitter updates
are on mobile devices.
Imagine what that means for bad customer experiences.
“Did You Know”- Karl Fisch and Scott McLeod –Socialeconomics.com- July 30, 2009
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78% of consumers trust peer recommendations
Only 14% trust advertisements
“Did You Know”- Karl Fisch and Scott McLeod –Socialeconomics.com- July 30, 2009
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Average user spends more than 55 minutes per day on Facebook
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Dell made over $3 million in revenue through the Dell Outlet account on Twitter.
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Social Media is about
the relationships
http://www.flickr.com/photos/sarcastickiss/2612302754/
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Facebook Age
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What Can Social Media be Used For?
1. Sales2. Brand Marketing3. Customer Service4. Promotions/Events5. Recruiting 6. Public Relations7. Reputation Management8. Market Research9. Consumer Education
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Using Social Media for Sales
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Social Media marketing is 100% about establishing a relationship with customers,
and less about selling.
The sales will come to those that wait!
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Small businesses typically get more than half of their customers through
word of mouth
and
Twitter is the digital manifestation of that.
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It Helped Dell
$$$$$
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• Dell started tweeting in 2007 for one way communication.
• The company was surprised when people responded.
• Dell Outlet has booked more than $3 million in revenue
• http://business.twitter.com/twitter101/case_dellstarted asking questions.
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New York Times highlights San Francisco foodie as Twitter icon
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Umi, a sushi restaurant in San Francisco, sometimes gets five new customers a night who learned about it on
Twitter.They offer free seaweed salads to people who mention Twitter.
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Twitter Exclusive Coupons
• Twitter-exclusive coupons for customers to print out and redeem at store.
• Twitter coupon campaigns brought
in 68.60% of total
dollar sales.
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Tracking Sales
Specific codes for each coupon are entered into the point of sale cash registers at tasti locations to enable the tracking of coupon conversions and the resulting sales.
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Sprinkles Cupcakes
Every day Sprinkles posts a word or phrase that a specified number of customers can use to get a
free cupcake. They have 133,000 fans.
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Customer Service
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Frank EliasonComcast’s Twitter Man
“I think it's safe to call Comcast's Frank Eliason the most famous customer service manager in the U.S., possibly in the world.” - Business Week Jan 2009
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Negative Effects on United from Social Media
• Over 8.5 million views
• Stock prices dip 10% resulting in $180 million
• Appeared on ABC’s The View
• Time Magazine’s Top Viral Video’s of 2009
• 2 more videos to be produced
As of 5/29/10
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Brand Marketing
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Positive of Social Media
• Budget of $50 to start
• Over 96 million views
• 700% increase in sales
As of 5/29/10
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Jet Blue responds to all tweets with suggestions and information in their own quirky personality in an effort to
humanize their brand.
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To Promote Events
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Facebook Events
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Linked In Events
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Using Social Media for Recruiting
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Linked In for Recruiting
Broadcast Job
Openings via
your Status bar
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Employee/Alumni Groups
Create and Administer your Employee and Corporate Alumni Group
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Using Linked In for
Business to Business
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Company Profile
Improve your
Company
Profile page
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Join Industry Groups
Join relevant industry groups
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Answer and Ask Questions
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Create Polls
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LinkedIn Applications
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Get Recognized on Weekly Emails
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Define Your
Social Media
Strategy
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4 New Rules for Social Media Marketing
1. Listening to consumers is more important than talking at them.
2. Companies can’t hide the corporation behind the brand anymore or even separate the two.
3. Social Media is about the relationships.
4. Social Media is not a Strategy.
Ad Age 2009
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Best Practices
• Don’t start a social media project just because you feel like you have to
• Tell your story. Set the tone. ( fun, informational, quirky)
• Set realistic expectations, it takes time to do this well
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Social Media Challenges
• It should not be done instead of proven fundamentals ( SEO, Well Designed Websites)
• It is not “free”
• It is difficult to monetize
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Dealing with Bad Reviews
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Dealing with complaints
• Address negative comments very quickly.
• Have a process in place to resolve the issue directly.
• The company should respond once in public, and if the person stays negative, they switch to DM and then to email or phone if needed.
• It is a chance to turn someone into an ambassador of the brand.
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This customer was one out of many great reviews. Leaving bad reviews up there makes this review page much more
real and authentic. This is a good example of how a company responded to show they care.
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http://www.facebook.com/facebook-widgets/
Facebook Tips To Drive Fans
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Crandon, Wisconsin which has a population of 1,961 people now has 1,500 fans on their
Facebook page.
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Simple offline marketing to drive fans by
giving benefits to join.
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A great tool to add to your websites or blogs to encourage people to post
about it.
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Widgets, Plugins, Apps
www.facebook.com/facebook-widgets
www.developers.facebook.com/plugins
www.facebook.com/apps
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This is my email signature. Have every employee put an email signature that promotes your social media pages.
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How To Make A Facebook Vanity URL
www.facebook.com/#!/Commarketing?ref=ts
www.facebook.com/commarketing
www.facebook.com/username
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Monitoring Tools
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Latest In Social Media
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Twitter Advertising
New feature is called Promoted Tweets.
As of 5/29/10
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• Foursquare is a mobile app that allows you to check-in with your friends when you arrive at a certain location.
Foursquare
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Thanks for Participating…..see you online!
Hillary Bressler
CEO/Founder of .Com Marketing
Email: [email protected]
Web: www.commarketing.com
Phone: 407.774.4604 ext 203
Personal Twitter: www.twitter.com/hillarybressler
Personal LinkedIn: www.linkedin.com/hillarybressler
Company Twitter: www.twitter.com/commarketing
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