Your Social Success Story - International Pool & Spa Expo
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Creating Your Social Success Story Chris Treadaway Polygraph Media
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Chris Treadaway's Presentation of "Your Social Success Story" covering what pool & spa owners should do to achieve su
Transcript of Your Social Success Story - International Pool & Spa Expo
Creating Your Social Success Story
Chris TreadawayPolygraph Media
“I love everything about this house, except it needs a few modern touches.
What can I do to quickly modernize this house with minimal effort?”
In Review
• Life happens – a cry for help
• A social and publicly communicated solution on Facebook
• “Nest” – a high-end thermostat with modern user experience (UX) – just launched Oct 2011
• Product research and reviews• Purchase at his nearby Apple Store• Affirmation & unsolicited social recommendation again
on Facebook
Old Marketing vs. New Marketing
SignageBillboardsNewspaperRadio & TVYellow PagesTraditional PressBrochureCash RegisterScheduling SystemDirect Mail List
Social MediaContent MarketingNews Feed OptimizationBloggingListings, Reviews, ReputationSearch Engine MarketingWeb SiteE-mail/CRM
SignageBillboardsNewspaperRadio & TVYellow PagesTraditional PressBrochureCash RegisterScheduling SystemDirect Mail ListSocial MediaContent MarketingNews Feed OptimizationBloggingListings, Reviews, ReputationSearch Engine MarketingWeb SiteE-mail/CRMPersonal Referrals
Today’s Conversion Funnel
Why? Trust.
Getting to an Action Plan
• Decide what you think fits your business best• Pick the right outlets• Publish & curate content consistently• Listen to customers genuinely and respond• Attract new customers through participation &
direct advertising• Identify Influencers and make them really
happy
Two Approaches to Social
Go where the people are Do what fits your business
Worksheet
• Listings• Search Engine Visibility• Sharing Pictures with Customers• Publishing Videos• Sharing Articles and Your Opinions with
Customers• Ratings & Online Reputation Management• Answering Common Questions• Proactively write about your business
Google Local Business Listing
Google Local Business Listing
www.google.com/placesforbusiness
Google+
• Social + Search Engine optimization
• Create a page for Google+
www.google.com/+/business/
“Hacking” Google Search Results
G+ Post
• 83% women in the United States
• Create a free account at Pinterest.com
• Integrated with other social media
http://pinterest.com/jasonmiles/pinterest-facts-figures/
YouTube
• Create your own Channel• Upload videos• Search Engine Optimization benefit• Embed videos in web sites, blog posts, etc.
Facebook & Twitter
• Facebook Pages– Edgerank – the algorithm that determines what
people see when they log in– You must encourage comments, likes, shares of
your content• Facebook Profiles• Facebook Notes• Twitter– Limited to 140 characters
What percentage of local customers read reviews about local businesses? 67%
69% believe the general public as much as a friend
Blogging Platforms
• Wordpress – blogging• Typepad – blogging• Tumblr – blogging & pictures
Tools of the Trade
Curate Content
• If you don’t have content or don’t want to create it, curate it
• Curation is referring to other people’s content on your own social media properties
• E.g. linking to an interesting article, sharing another person’s photo, commenting on someone else’s work
Keyword Optimization
• Google Suggest• Tells you what search terms people use to find
you, competitors, etc.• Words with high search volume = good• Tip use them in your blog content, Google+
posts, Facebook posts, Twitter
Content Ideas
• “Behind the scenes” videos• “Staff” profiles• What people don’t know about what you do• How to deal with weather changes• Taking care of their purchase• Related items of interest – landscaping, being
“ecofriendly” • Contests• Evocative imagery
Performance by Content Type
Utilize Imagery
Polygraph’s study of 120,000+ Facebook pages reveals that 98%+ underutilize posting pictures
to encourage social chatter
Evocative Imagery Sells
Create an Editorial Calendar
• Set the rules/policy• Mix up topics and outlets• Discipline• Take the thought out of the problem – “autopilot”
Listen & Identify Influences
• People are saying things about what they want, like, dislike all the time in social media
• Monitor to listen, understand what customers are saying
• Certain people are driving conversations online, in peer groups
• Win them and you win groups of people!
