Tech Startup Growth Hacking 101 - Basics on Growth Marketing
Social media for business 2012 Part 1
1. By Elizabeth Sugar Boese
SucceedInEveryWay.com
March 2012
(c) 2012 by Elizabeth Sugar Boese. All Rights Reserved.
succeedInEveryWay.com
12/11/2013
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3.
Elizabeth Sugar Boese
liz@succeedInEveryWay.com
http://www.succeedInEveryWay.com
Twitter: succeedNLP YouTube: seminarsOnSuccess
Also find me on:
FaceBook, LinkedIn, SlideShare, del.icio.us, reddit, MySpace
Entrepreneur: 4 businesses
Computer Science instructor: 9 years
Business Consultant: 6 years
Current websites: 8
World traveler – explored over 60 countries
(c) 2012 by Elizabeth Sugar Boese. All Rights Reserved.
succeedInEveryWay.com
12/11/2013
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4.
5.
Top 10
Social
Networking
Sites & Forums
Sept 2011
US Market
(c) 2012 by Elizabeth Sugar Boese. All Rights Reserved.
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12/11/2013
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6. (c) 2012 by Elizabeth Sugar Boese. All Rights Reserved.
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8. (c) 2012 by Elizabeth Sugar Boese. All Rights Reserved.
succeedInEveryWay.com
12/11/2013
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9. (c) 2012 by Elizabeth Sugar Boese. All Rights Reserved.
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10. 52% of Social Networking Users Have
“Friended” or Become a “Fan”
of at least 1 Brand
(src: Microsoft)
Reasons For Having Brands As Friends…
29%
28%
23%
23%
11%
Notice of events, sales, or exclusive offers
Recommended by a friend
Want to associate with them
Discounts, coupons, free samples
Want to support them
(c) 2012 by Elizabeth Sugar Boese. All Rights Reserved.
succeedInEveryWay.com
12/11/2013
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11.
Twitter processed 2.64 billion tweets August
2010, an increase of 33% over May.
Facebook accounts for 54% of page views of the
top 100 websites on the Internet.
(c) 2012 by Elizabeth Sugar Boese. All Rights Reserved.
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12/11/2013
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12.
Market research
Customers likes/dislikes
Competition
Business connections
Find employees
Find colleagues
Knowledge sharing
Branding
“yellow
pages on
steroids” –
David
Teten, Fast
Company
Build relationships
More accessible to customers/clients
Get name out there
Rise in search engine rankings
Improve traffic
People trust other peoples‟ recommendations
“Free”
(c) 2012 by Elizabeth Sugar Boese. All Rights Reserved.
succeedInEveryWay.com
12/11/2013
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46% Social networks keep them on top
of trends and what‟s new
40% They discover brands and products
they really like through social
networking
“I think the biggest
contributing factor to the
Social Media success story will
be COMPANY CULTURE. Social
Media is about building a
culture of
collaboration, authenticity, tru
st, openness and innovation.”
- Nitin Gupta
Image courtesy of Dimitri Castrique
(c) 2012 by Elizabeth Sugar Boese. All Rights Reserved.
succeedInEveryWay.com
12/11/2013
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14.
24% more radical innovators
were executives participating in Social Networking
(William Baker, San Diego State University study)
Out of 1,600 executives
Hire right people
Market product better
(c) 2012 by Elizabeth Sugar Boese. All Rights Reserved.
succeedInEveryWay.com
12/11/2013
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15. “ Social networks make viral marketing and
word-of-mouth marketing much easier than
before.
The best use out of social networks is
not to make money „directly‟ off them,
but to harness their marketing potential
and to use them to market your own business.”
–theEcommerceSolution.com
Image courtesy of Sanja Gjenero
(c) 2012 by Elizabeth Sugar Boese. All Rights Reserved.
succeedInEveryWay.com
12/11/2013
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16.
If you build it…
Will they come?
Photo by: Gabriella Fabbri
(c) 2012 by Elizabeth Sugar Boese. All Rights Reserved.
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17.
Yesterday‟s Marketing: 4 P‟s
Product
Price
Place
Promotion
Today‟s Marketing: 4 C‟s
Content (education, relevant, user-generated)
Context (aggregated and filtered)
Connections (with people, products, and brands)
Community
(c) 2012 by Elizabeth Sugar Boese. All Rights Reserved.
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12/11/2013
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18.
19.
Definition:
Group of people
Share interests/activities
Connected online
Photo by: www.rodolfoclix.com.br
(c) 2012 by Elizabeth Sugar Boese. All Rights Reserved.
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12/11/2013
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20.
Viral: spreading across the Internet.
Instant messaging: sending a text or pic/video to someone else
currently online.
Chat: open dialog of instant messages between two people
currently online.
Blogs: short for Web Log – personal or professional articles.
Micro-blogging: short blogs (e.g. status updates, Twitter).
RSS feeds: Method for receiving new blogs to your reader as soon
as they are posted. Atom feed: One form of RSS feed.
OpenID: shared user ID and password among various sites that
utilize one authentication service.
Podcast: Audio blog.
SEO: Search engine optimization.
Tagging: categorizing for everyone‟s ease of finding (bookmarking
sites, photos, notes)
(c) 2012 by Elizabeth Sugar Boese. All Rights Reserved.
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12/11/2013
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21.
Social media does not replace your
traditional website.
People are talking about you in social media
Join the chat, help direct it
“Like me –
Know me –
Trust me –
Pay me.” –
Joel Comm
(c) 2012 by Elizabeth Sugar Boese. All Rights Reserved.
succeedInEveryWay.com
12/11/2013
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22.
Top 5
for business
1. FaceBook
2. Blogs
3. Twitter
4. LinkedIn
5. YouTube
(or SlideShare)
(c) 2012 by Elizabeth Sugar Boese. All Rights Reserved.
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12/11/2013
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23.
There are TONS of social networking sites
Networking
Social: FaceBook, MySpace, Hi5, Friendster, Orkut, Bebo, Tribe
Business: LinkedIn, Ryze
Blogging
Twitter
Blogger, WordPress, Xanga
Bookmarking
Del.icio.us, Reddit
Media
Documents: SlideShare, Google Docs
Video: YouTube
Images: Flickr
Reviews
Yelp
Articles
E-zine Articles, Reddit
Others
Internet radio, podcasts
(c) 2012 by Elizabeth Sugar Boese. All Rights Reserved.
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12/11/2013
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24.
You‟ll notice a lot of the same benefits
across the various categories
Branding
Relationship building
“Free” advertising
Become a recognized expert
Monitor your competition
Ranked in search engines
Direct the conversation
(c) 2012 by Elizabeth Sugar Boese. All Rights Reserved.
succeedInEveryWay.com
12/11/2013
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25.
Non-financial benefits
Visitors to: website, brick & mortar store
Blog posts: positive, negative, objective
Word of mouth: positive, negative, objective
Links: from websites, as “friend”/”follower”
Coupons: digitally distributed, shared
Search results: top of list
May lead to sales and financial ROI
(c) 2012 by Elizabeth Sugar Boese. All Rights Reserved.
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12/11/2013
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26.
Does it work?
Conflicting studies
Long-term gains vs. short-term gains
Time-consuming
Extra spam received
Non face-to-face
communication
Handle negative
comments
(c) 2012 by Elizabeth Sugar Boese. All Rights Reserved.
succeedInEveryWay.com
12/11/2013
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27.
Establish a baseline % growth annually
$ sales
# transactions
# unique customers
# new customers
Customer service
satisfaction
6.3% growth
9.5% growth
Write plan & goals
Compare to
growth with social media efforts
Continual time
Event-based
Quarterly
Annually
# of friends/followers not necessarily
valid – e.g., easy to inflate with fake
users. Be careful if you hire an agency
that guarantees you X # followers!
(c) 2012 by Elizabeth Sugar Boese. All Rights Reserved.
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12/11/2013
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28.
29.
Who is your audience
Where are they?
What do they like?
Reading articles
Watching videos
Quick updates
Keeping abreast of the most current
products/services/courses/etc.
Photo by: Peter Suneson
(c) 2012 by Elizabeth Sugar Boese. All Rights Reserved.
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12/11/2013
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30.
What role will you play?
Listener
Eavesdropper
Market research
Aggregator
Filterer
Writer
Answerer
Connector
Producer
(c) 2012 by Elizabeth Sugar Boese. All Rights Reserved.
succeedInEveryWay.com
12/11/2013
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31. 1.
2.
Goals – what do you want to achieve?
Audience
Who are they?
Where are they?
What type of interaction do they want from you?
Does it match with what you want to offer?
3.
Accounts
Set up social media accounts
4.
Personality
Have one
Keep it real
5.
Update frequently (use automation tools)
(c) 2012 by Elizabeth Sugar Boese. All Rights Reserved.
succeedInEveryWay.com
12/11/2013
31
32.
Depends on your product or service
(c) 2012 by Elizabeth Sugar Boese. All Rights Reserved.
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33. (c) 2012 by Elizabeth Sugar Boese. All Rights Reserved.
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34. (c) 2012 by Elizabeth Sugar Boese. All Rights Reserved.
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35.
Have your customers provide your content
Contests
Coupons
Offer incentives – discounts for loyal customers
who participate, recognition at events, links to
their own sites from your business site
It‟s like a
cocktail
party, where it‟s
easier to listen
in to any
conversation.
(c) 2012 by Elizabeth Sugar Boese. All Rights Reserved.
succeedInEveryWay.com
12/11/2013
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36. “I don’t want companies to advertise to me.
I want them to be my friend.”
— Rob, 27, Los Angeles
(c) 2012 by Elizabeth Sugar Boese. All Rights Reserved.
succeedInEveryWay.com
12/11/2013
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37.
General guidelines for all social media
Follow net etiquette
All upper case letters = yelling
Do not slander/flame others
Go for solutions, not attacks
Keep it real
Be you. Personality is important. Have one.
Don‟t cheat the system – anything you do will be found
out.
Be a good role model. Remember, people talk. Guide their
conversations.
What you say will live on forever
(Way Back Machine at archive.org)
Track your ROI. Google Analytics, track sales/customers.
(c) 2012 by Elizabeth Sugar Boese. All Rights Reserved.
succeedInEveryWay.com
12/11/2013
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38.
Post frequently but not too much. Find what‟s
right for your field. People can “hide” your posts
or un-follow you.
Track your ROI. Google
Analytics, finances, customers
(c) 2012 by Elizabeth Sugar Boese. All Rights Reserved.
succeedInEveryWay.com
12/11/2013
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40.
Time-block social networking time.
Use tools to schedule posts in advance
Determine your strategy/goals.
Play with a bunch, select a few.
You can‟t be on every site – there‟s too many.
Use clients/customers content (and reward
them).
Turn off email notifications
Avoid excessive emails about views, subscribers
(c) 2012 by Elizabeth Sugar Boese. All Rights Reserved.
succeedInEveryWay.com
12/11/2013
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41. (c) 2012 by Elizabeth Sugar Boese. All Rights Reserved.
succeedInEveryWay.com
12/11/2013
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42.
Mashable.com : Social Media guide with how-to section
Look for Part 2 in this series on Social Networking for businesses
Articles
“The Business of Social Networks”
http://www.youtube.com/watch?v=ef98Q623pn8
“List of 50 Social sites for businesses”
http://www.insidecrm.com/features/50-social-sites-012808/
“Social Media in Plain English”
http://www.youtube.com/watch?v=MpIOClX1jPE
“How Twitter will change the way we live” Time magazine. June 2009.
http://www.time.com/time/business/article/0,8599,1902604,00.html
“20 Social Networking Sites for Business Professionals”
http://www.sitepoint.com/blogs/2009/07/28/social-networking-sitesfor-business/
(c) 2012 by Elizabeth Sugar Boese. All Rights Reserved.
succeedInEveryWay.com
12/11/2013
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43.
44.
Contact: Liz Boese
liz@succeedInEveryWay.com
http://www.succeedInEveryWay.com
Twitter: succeedNLP
YouTube: seminarsOnSuccess
Also find me on:
FaceBook, LinkedIn, SlideShare, del.icio.us, reddit, MySpa
ce
Available
Seminars
Workshops
One-on-one instruction
Initial setup on social media sites
Ongoing content on social media sites
(c) 2012 by Elizabeth Sugar Boese. All Rights Reserved.
succeedInEveryWay.com
12/11/2013
44
Notas del editor
And realistically we would have lines from just about every one to every other one!