Secrets to Converting Customers Using Social Media
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Andy Melchior slide deck for his presentation at The Profit Experts Symposium. And covers the following in depth: Pinterest, Yelp, and Content Marketing.
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Secrets to Converting Customers Using Social Media
- 14. Percent of Pinterest traffic coming from female users Source: Experian
- 15. Percentage of Pinterest users between 25-44 yrs old Source: Experian
- 16. Percentage of retail referring traffic Pinterest accounted for during January 2012 Facebook = 26.4% Twitter = 3.61% Source: Shareaholic
- 19. Travel companies and conferences companies use Pinterest to promote locations
- 20. DSM uses Pinterest to highlight recent content marketing and infographic pieces
- 21. NORDSTROM uses Pinterest to highlight their fashion lines
- 22. Utah based ZAGG features products, gadgets, other related things
- 23. Gifts for Bloggers - Product retailers are making pinboards specific to markets GET CREATIVE!!!
- 33. Leveraging
- 43. Content Marketing = Rank = ROI
Notas del editor
- Introduce myself, give my background, history of DSM. Also mention SLC|SEM event that is happening tonight as well.
- As the title of my presentation points out, I’m going to be talking about social media today. I thought it would be best to define it so we are all on the same page as business owners today. The Wikipedia definition is as follows… However, there are much simpler ways to define social media websites out there today. The other night my wife asked me… what the heck is Instagram anyway, and I responded by saying: “It’s an easy way for you to share vintage photo’s of the donut you just ate.”
- Thanks to Three Ships Media for the great answer. This is an easier way to understand social media… by platform. Social media allows us to share what happening in our lives and different platfoms allow different ways to do that. Here is a simple breakdown of many of those platforms.
- Whether you’re a business owner, executive, employee, or consumer… you’ve heard about social media and have probably heard business owners tout the power of social media for their business. But that leaves every one asking, how can I do the same. How can I use social media to drive revenue for my business?
- How can you be like Zagg… a company based right here in Utah that uses social media heavily in their marketing mix.
- How can you be like smashburger that has grown from 3 to 150 locations and primarily attributes their success to social media.
- This is the question I’m going to try and answer for you today. I’m hoping to give you some specific solutions that can help you as a small business to generate some customers via social media.
- BECAUSE… you can Google it and read all 339 Million results and most of them will tell you this same thing and many will give you lots of examples of how to become part of the community, get on Twitter, create a facebook page, and start interacting with your customers online.
- You’ve gotta talk about what’s HOT when it comes to social media. This tech space moves quickly and you’ll get left behind if you’re not moving with it. Pinterest is the Twitter of 2012. If you’ve been doing any reading lately online about social media you probably have read several articles about Pinterest.
- Pinterest has had amazing growth in recent months. Compared to Tumblr.com, a similar service provider, that launched in Feb. 2007.
- Now if the growth from Sept 11 through Dec. 11 isn’t exciting enough, look at their growth during January 2012.
- This user-base is NOT the typical user-base as early adopters of a new social media platform. Much of the female user-base is coming from middle America, not the west coast and not a young male audience like you often find are the early adopters in the highly tech savvy space of social media.
- This user-base is also a much older audience. Often times you find the early adopters of a new social media platform are much younger with the bulk of the user-base falling between the ages of 20-30 yrs. old.
- The number 3.6% may not seem like a BIG number, but this is HUGE. The concept her is that Pinterest is referring 3.6% of the traffic on the web as a whole when it comes to retailers. That puts them third overall when you look at referring URL’s, meaning you’re leaving out search engines. Facebook is the clear giant in this space with 26% of the traffic, but Pinterest follows Twitter, by hair thin margin of 1/100 th and think of the BUZZ Twitter generates out there in the media, etc.
- Large companies are joining. Using Pinterest to show their products, industry, related images, etc.
- Start by showing how some companies are using Pinterest creatively to show off their products, etc.
- Get creative. Think how can I use Pinterest to sell my products, services, etc. If you’re a craft company, show your crafts on Pinterest. If you’re a restaurant take pictures of all your meals and feature them on a board at Pinterest. If you’re a plumber snap a photo of each job you complete and then drop those pictures on your blog and then PIN them. You need to think outside the box here.
- Get creative. Think how can I use Pinterest to sell my products, services, etc. If you’re a craft company, show your crafts on Pinterest. If you’re a restaurant take pictures of all your meals and feature them on a board at Pinterest. If you’re a plumber snap a photo of each job you complete and then drop those pictures on your blog and then PIN them. You need to think outside the box here.
- It’s easy to use from a technical level. If you spend 10 min. using Pinterest you’ll know how to use it and apply some of the creative thoughts you’ve had to grow your business using social media.
- Yelp can be a very powerful tool in the social media realm to drive people to your local store.
- Going back to earlier in the presentation, Yelp is where I eat my donuts. Yelp allows users to check into and review local businesses. They use a star rating so users can rate businesses from 1-5 stars with 5 starts being the best.
- You may only have 5-10 competitors in your area and of those only 1/3 of them are on Yelp and you’re ranked well and rated well on Yelp… that is MONEY.
- Last week I was forced to spend 7 days in Hawaii. Even worse, I had to spend it with my spouse, and my business partners and their spouses… and a great friend of mine and his spouse. Boy was it rough. We stayed in an amazing beach house south of Kailua. During my 7 days there I used Yelp many times to find places to eat, etc. We found this local place called Sweet Home Waiamanalo and boy was it a hit. I ate here 5 times in 7 days. Similar with the rest of the group. Each time we went in there we spend a lot of money. We loved it. Thank you Yelp. I also found a dive shop via Yelp and spent $1500 with them.
- Start by showing how some companies are using Pinterest creatively to show off their products, etc.
- Start by showing how some companies are using Pinterest creatively to show off their products, etc.
- You can combine an on domain content marketing strategy by publishing great social content and getting lots of shares, votes, traffic, etc. The trick here is putting out content that is social worthy.
- Use creative written list posts to bait reTweets and facebook shares. Then use that asset to build internal links, pass juice, boost keyword rank for your targeted terms.