Winning and Building Business Seminar

Go Social
Winning and
Building Business
Online
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co

November 2009 Now
Wine consumer with a vision Three businesses
Unknown in wine blogging
community
Ranked in top 25 for traffic, top
10 for engagement and top 5 for
link backs – in the country
0 page views per month 20,000 page views per month
0 Facebook fans 5000 Facebook fans
0 Twitter followers 10500 Twitter followers
0 Linkedin Connections 2500 local Linkedin Connections
0 YouTube Videos 160 Videos (15,000 views)
0 Blog posts 500 posts
The Story from click to mortar

•Born out of blogging about
Spokane Wine
•Branding proposition
•Annual publication
•10,000 copy niche print
magazine

•5 Wineries 40 Wines 1 Location
•Co-op business model
•Event facility (3000 sq ft)
•Future expansion
•Voted “Best new biz in 2011”
•Featured in Alaska Airlines
Magazine and on MSNBC.com

•Author
•Teacher / Trainer
•Seminar Leader
•Coach / Consultant
•Online Marketer
•Helping businesses bring mayhem to their
marketing strategy through relationship
marketing and new media brand positioning

3 Reasons Why You MUST be Social
Your Number One Priority Should Be…
Engaging an Audience Through Facebook
Using Twitter to Make Your Business Fly
LinkedIn The Professional Network
Others (Pinterest, Google+, You Tube, Instagram)
Winning and Building Business
Q&A Throughout
Today’s Agenda #gosocial

The Social Explosion
Think back just 7-10 years ago (2002-2005) –
How did you get the word out about your
business, sale, experience?

The Social Explosion
Okay, think about today…how are consumers
getting information?

3 Reasons You Must Be Social to Survive

•Search
•The world is going mobile and
searching for products and services.
Social sites are being indexed by
search engines

•Relationships
•Social tools provide an
unprecedented means for building
relationships. You can scale much
easier and at less cost

•Culture shift
•We are in the largest shift of
communication and how consumers
engage with brands that we’ve ever
seen

Your Number One Online Priority Should Be

Your Number One Online Priority Should Be
"Social media is an
ingredient, not an
entree." - Jay Baer

The Problem
Getting found is critical
Search is king
1/3 of all searches are done
mobile
61% result in a call
“Having” a web site is no longer
the solution
The way we get information has
changed in the last 3 years
Your Website is the only content
you own

Your #1 Online Priority
Direct Traffic 20-30%
Search Engine 35-40%
Referral Traffic 20-30%
Where does your web traffic come from?
“If you are not a content creator / curator and are not part
of the social revolution, you are giving business to those
that are.” ~ Josh Wade

Your Primary Online Strategy
•Content
•SEO/Search
•Conversion
•Mobile

Six Essentials to More Web Traffic
CONTENT
•Keywords
•Metadata
•Pictures/Vids

CONTENT
•Keywords
•Metadata
•Pictures/Vids
FEATURED
•Guest blog
•Easy Linkbacks
•Added content
•Reciprocity

CONTENT
•Keywords
•Metadata
•Pictures/Vids
FEATURED
•Guest blog
•Easy Linkbacks
•Added content
•Reciprocity
SPONSORED
•Pay to play
•Partnerships
•Don’t give it all
away…linkback

CONTENT
•Keywords
•Metadata
•Pictures/Vids
FEATURED
•Guest blog
•Easy Linkbacks
•Added content
•Reciprocity
SPONSORED
•Pay to play
•Partnerships
away…linkback
AFFILIATE
•Fee based
cross promotion
•Great revenue
and SEO source

CONTENT
•Keywords
•Metadata
•Pictures/Vids
FEATURED
•Guest blog
•Easy Linkbacks
•Added content
•Reciprocity
SPONSORED
•Pay to play
•Partnerships
away…linkback
AFFILIATE
•Fee based
cross promotion
•Great revenue
and SEO source
PAID
•Google ads
•Facebook ads
•PPC

CONTENT
•Keywords
•Metadata
•Pictures/Vids
FEATURED
•Guest blog
•Easy Linkbacks
•Added content
•Reciprocity
SPONSORED
•Pay to play
•Partnerships
away…linkback
AFFILIATE
•Fee based
cross promotion
•Great revenue
and SEO source
PAID
•Google ads
•Facebook ads
•PPC
SOCIAL
•Social networks
•Don’t neglect
email mktg

Conversion Strategies
What is your call to action once someone is on the site
Visitors – 100%
Deeper visit to site – 60%
Offer value – collect email 10-20%
Offer value – sign up newsletter 7-10%
Offer value – purchase product 2-5%

Your Goals Direct Your Strategy
Vineyards looking for high yield cost efficient fruit are planted much differently than
vineyards that are looking for low yield concentrated, flavorful and more costly fruit.
1. Monitor and protect brand identity
2. Connect with industry
3. Monitor industry mentions and customer sentiment
4. Share industry information (become a resource)
5. Build awareness of topic, passion or product
6. Customer service
7. Drive traffic to content
8. Build customer relationships
9. Build expertise or professional status
10. Monitor competitors
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | nectarmediaconsulting@gmail.com

Questions to build your strategy
1. What is your current social media strategy?
2. How do you currently communicate with customers?
3. How do you develop NEW relationships?
4. How much would 100 committed brand ambassadors be worth
to your business?
5. How do you envision using Social Media tools?
6. What goals do you have as a result of implementing a social
media marketing strategy?
7. How much time do you expect to dedicate to it?
Write down your answers to the following questions. It will help
establish where you are and where you want to be

Q&A

Time to Think

Time to Think ROA
“Attention is the
currency of social
media. Capturing
attention leads to
awareness and then
action.”
What is your RETURN
ON ATTENTION?

Time to Think ROA

Winning and Building Business
Are you part of the conversation?
Are you being found?
Do you create / curate content?
Are you generating attention?
Are you monitoring who is talking
about you?
Are you engaging with the online
masses?
Is your web site active?
Is your web site mobile friendly?

The Big 5
1 BILLION ACCOUNTS
600 M
users
200 M
users
220 M
users
40 M
users

The Big 5

Facebook
What’s it all about
•PEOPLE
•Engagement
•Extension of brand
personality
•Extension of in store
experience
•18-44 age
•60% female

Facebook
Why you need to be there
•PEOPLE
•2/3 of Americans on FB
•50% of them every day
•Brand awareness
•Top of mind
•Business to consumer
connections

How much is a fan worth?

Referrals
FB Advertising
Organic Engagement
Grow a page “like me”

Engage
Building brand ambassadors through referrals
advertising and engagement

Like -vs- Friend
Setting up Fan Page
Understanding the Facebook
“Top News / Most Recent”
Basic Uses
Building Your Base
What to Post
How Often to Post
Engage
Growing brand ambassadors through referrals, advertising and engaging content

Businesses that have “Friend” pages are in violation of
Facebook terms of use
Your “Friend” page runs the risk of being shut down
Maximum “Friends” is 5000
Cannot use FB ads or analytics for “Friend” pages
Cannot use FBML for “Friend” pages
Engage
Like versus Friend
https://www.facebook.com/pages/create.php?migrate

Engage
Setting up a business page

Top Stories
It is the default when someone
clicks home in Facebook
It is not real time
Shows the pages and friends
you have recently engaged with
No engagement means not in
the feed
Engage
Understanding Facebook Algorithm (Top Stories)

Recent Stories
Real time stream of friends and
liked page activity
Something posted 4 hours ago
will only be seen by those online
within that immediate window
Engage
Understanding Facebook Algorithm (Recent Stories)

1. Less is more (2-5x per day)
2. Shorter character count (80
characters or less
3. Type (photos, videos, links)
4. Full links (not short like Twitter)
5. Time of day (10am / 8pm)
6. Thursday and Friday
7. Use #hashtags
7 Ways to Get Noticed in a Facebook Feed
Understanding Facebook Algorithm (Recent Stories)
How do you stand out among the 30 billion pieces of content each month.
Affinity * Weight * Time of Day

Inform
Share
Thank
Build Trust
Connect
Promote
Market Research
Respond
Engage
Basic Uses

Engagement is KING on Facebook
Let’s take a look
Organic growth is the most sticky kind
Recommendations
Friend recommendations are powerful
Facebook Ads
Great value and extremely targeted
Engage
Building your base

1. Quotes
2. Answers to Frequently
Asked Questions
3. Did You Know Trivia
4. Pictures of your business
5. Questions of the Day
(great research)
6. Video
7. Links to things you like
8. Promoting peers or partners
9. Your blog posts
10. Sales or Events
Engage
What to post

When are people online?
Morning (8-10am)
Late afternoon (2-3pm)
Mid-Evening (7-9pm)
2-3 status updates per day
Don’t over post (it’s annoying)
Be consistent
Mix it up
Engage
How often to post

Timeline for Business Brands

Cover Photo and Other Branding
850 x 315 pixel banner
•First branding seen
•Use quality image
•Think it through
180x180 pixel profile pic
What you can’t do with it
Facebook terms of service
say the images can’t include
•Price or purchase info
•Contact info
•Calls to action
•References to terms “like or
share”
•No arrows pointing

1 – Category / About
150 characters
2 – Photo
Fixed app (still a branding
opportunity)
3 – Map
Positioned for places pages
4 – Custom app image
110x74 pixes
5 – More
The rest of your appsWith the exception of the “Photo” app, the remaining apps
can be repositioned for branding and campaigns

1 – Milestone Images /
Highlighted Post Images
843 x 403
2 – Pinned Images
403 x 403 (will be cropped to
center of image if larger than
this)
3 – Facebook Ads
110 x 80
4 – Custom App Width
810 pixels wide
1
3
2

Landing Pages
Good use of branding with custom app tab images
Notice the use of the “Photo” coupon alert
Can move “likes” to below the fold to de-emphasize
Custom apps width size change from 520 pixels to 810 pixels

Featured Content
Showcase content
•Highlight – spreads content
across the full width of the
timeline
•Great branding opportunity
with full 843 x 403 image

Featured Content
Showcase content
•Pin – pins content on the top
left of the timeline for 7 days
Any images larger than
403x403 will be cropped to
center of image.

Featured Content
•Milestone – tell your brand story
Milestone images are 843 x 403 max and are centered on
page.

User Interaction
User Interaction
Changes
1. Who can post?
2. Where do posts go?
3. Moderate / screen
posts?
4. Private user messages

Admin Panel

WooBox.com
Three Fabulous Facebook Finds
Three great tools for Facebook Success
Woobox is a suite of tools that can help connect your Facebook fans with your other social networks (Twiiter, You
Tube, Flicker). The application also offers cool interactive photo sharing, slide shows, music, PDF files and a host
of other advanced features. Woobox offers nine free applications along with pro and premium services for the
more advanced user. At the minimum you can connect your Twitter and YouTube accounts to Facebook tabs for
free!

Shortstack.com
Create deals build sign up forms, host contests, build custom pages and more

Shopping Cart
Payvment.com
Build a shopping cart for your
products and services and turn
your Facebook page into an
opportunity for revenue.

NO BRAINERS
That will make an immediate impact

5 No Brainers
Add your social media contacts to:
Web Site
Email
Business Card

Get your Facebook Vanity URL
Easier to communicate
Better search returns
Branding
5 No Brainers
http://www.facebook.com/username

Add a Facebook Badge to your Website
Drive likes
Create engagement
5 No Brainers
http://www.facebook.com/badges/page.php

Respond to everyone
Never let a mention or post go un-noticed
Say thank you
Be the last person to comment on a
Facebook conversation
5 No Brainers

Post Content
If you’re committed to this there should
always be something new to talk about
Content is king; conversation is queen
Empty sites are like out of date web sites,
unreturned phone calls, unresponsive
representatives, and empty promises
5 No Brainers

Twitter
•PERSPECTIVES
•Conversations
•Information
•Listening
•Immediate and viral
•SEO
•26-56 age range
•57% male

Twitter
•PERSPECTIVES
•Greatest conversation in
the world
•Real time understanding
of customer wants
•Customer service
•Relationships (amazing
scale)

Online cocktail party
What is Twitter?

A Look at twitter.com: Me
Your profile
Picture
Name
140 character
description
Web site
Your Tweets
Your stats
Tweets,
following,
followers, lists
Images
Similar people

A Look at twitter.com: Home
Your timeline
@ mentions
Activity of
people you
follow
Saved searches
Lists you create
Tweets from
people you
follow
Side bar
Who to follow
User profile
details
Trending topics

A Look at twitter.com: Connect
Connect
Interactions
Mentions

A Look at twitter.com: Discover

@ - Mention (main conversation)
DM (Direct Message – private)
RT (Retweet)
# Hashtag
Trending
List
Favorite
Learning the Language

The Tweet
140 characters including any URLS and user names.
Can be about anything you want it to be about

The @ Mention / Reply
@username – designates who you want to mention or talk directly to in a
tweet. Starting the tweet with a user name is only visible to the user and any
followers you have in common.
Also known as a mention when people use your username in a tweet
DM – Direct Message – a private tweet to a @follower
@follower must be following you back to send a DM

RT – The retweet
Retweeting is simply forwarding a message
or content along to your followers - sharing
Retweets can be done at Twitter.com using
the Retweet action icon (using this format
does not allow any customization of the
message.)

# Hashtag
Placing # before any word creates an
automatic search stream link for the term
Easy aggregator of information
Assist in following a conference, seminar, or
topic. Multiple users can participate

Favorite
Save any tweet to
reference it later.
Great for coming
back to great
content
Trends Lists
What is popular
Join in the
conversation and get
greater exposure
Manage and group
your followers
See what lists you
appear on.
Find new followers
on others lists

Follow people of like interests
Use Twitter Search
Try to locate key influencers in your area / field
Don’t follow people who haven’t tweeted in a while
Follow in chunks of 70-100 people
Follow people in the “lists” of influencers
When you follow people you will see their tweets
How to Grow a Following

WeFollow
http://wefollow.com

Twitter Advanced Search
http://search.twitter.com/advanced

LocaFollow
http://locafollow.com

Start Tweeting

How to Tweet

Share posts from others you enjoy –
Retweet
Share content you create
80/20 rule – Share relevant content
before you sell
How to Tweet

If Content is King, Conversation is Queen
Respond when you’re mentioned
Jump in to the conversation
Ask questions
It’s just talking to people
How to Tweet

Questions
Links
Activities / with media is preferred
Pictures
Posts you like
Posts you create
Events / Sales / Offers
Tips for your industry
How to Tweet

How to Tweet: Bad Example

How to Tweet: Good Example

Unlike Facebook, as long as you’re not promoting or selling, tweeting a lot
is usually embraced. Quick bites of information are engaging and add to
the conversation.
10+ times per day (as long as you’re not selling)
Be ENGAGING
Okay to share same info 2-4 times at different times of the day
How to Tweet

 Manageflitter.com
Three Twitter Tools

Tweetreach.com
Three Twitter Tools

Tweetdeck / Hootsuite
Three Twitter Tools

Tweetdeck.com
Three Twitter Tools

Five Twitter Tools
Hootsuite.com
Three Twitter Tools

Q&A

Linkedin
•PROFESSIONAL
•Resume
•Connections
•Referrals

Linkedin
•PROFESSIONAL
•Business to business
connections
•Search engine gold
•Referrals and leads

Linkedin
When, what, how?
•PROFESSIONAL
•Complete and keep profile
up to date
•Occasional status updates
•Make connections
•Respond to inMail

Linkedin
When you shouldn’t be there
•PROFESSIONAL
•Won’t benefit from
business to business
connections
•Won’t keep your profile
up to date

Pinterest
•PICTURES
•Vision board
•Visual favorites boards
•Extremely viral
•68% female
•26-54 age range
•Aggregator of stuff
•Driver of web traffic

Pinterest
•PICTURES
•Third largest referrer of
web traffic
•Business to consumer
•If you’re selling an
experience or visually
attractive product
•If you have a strong web
presence (eComm)

Pinterest
When, what, how?
•PICTURES
•Evenings
•Organize your boards
•Pin content FROM your
website to your boards
•Showcase your brand
personality
•Comment, like and repin
•Brand your boards & pins

Pinterest
•PICTURES
•If you are purely
business to business
•If your product is non-
visual
•If your web presence is
poorly done
•If you have no
conversion strategy

Google +
•PASSIONS
•Connecting and
communicating with
people of similar
passions
•Similar to Facebook
•63% male
•18-34 age range

Google +
•PASSIONS
•It’s Google
•SEO, SEO, SEO
•Stake your claim
•Google Places

Google+
When, what, how?
•PASSIONS
•Complete your profile
•Create and add people to
circles
•Post relevant content
•Focus on key words
•Not a network you need
to babysit but keep your
eye on it

Google+
•PASSIONS
•If you have nothing to
share
•If the demographic isn’t
yours
•If you don’t need web
referrals or web traffic

Instagram
•PHOTO SHARING
•130 million active users
•Share pictures and
video with filters
•40 million posts per day
•18-34 age range

Instagram

Instagram
When, what, how?
•PHOTO SHARING
•Complete your profile
•Follow people, like
pictures, comment (think
Twitter)
•Post videos and pictures
•Use hashtags to get
broader audience
•Develop contests

Instagram
•PHOTO SHARING
•If you have nothing to
share
•If the demographic isn’t
yours
•If you don’t have a
visual product

Winning and Building Business Online
WINNING BUILDING

Winning
•Content increases your
SEO and gets you found
by new customers
•Engagement with
existing customers
causes organic growth
•Social sites are indexed
by search engines
•Social is where referrals
and recommendations
are being made

Building
•Continue interaction
beyond the “store”
experience
•Be top of mind more
frequently (repeat visits)
•Build loyalty through
special offers
•Conversation – builds a
subconscious connection
to your business
•Brand ambassadors

Three Tips for Success
Prioritize where you NEED to be
•Don’t have to be everywhere
•Excel where you choose to be
•Be strategic and intentional
•If you do nothing, you will
continue to get further and
further behind

Go Where Your
Customers Are

Have a strategy

Use Tools to be Efficient
•Google Analytics for measuring
•Tweetdeck / Hootsuite for
monitoring
•Sprout Social for workflow
•Block out time for engagement

Weigh TIME vs. MONEY
•Educate yourself
•Determine the value
for your business
•Adjust your marketing
spend to compensate
•You’ll either spend
your time or your
money

mayhem@nectarmedia.co
http://nectartastingroom.com
http://spokanewinemagazine.com
http://nectarmedia.co
@nectarmedia
Facebook.com/NectarMedia
YouTube.com/NectarMedia
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