Snowden Flood on using social media to grow your business
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Successful product designer Snowden Flood's presentation on using social media to grow your business, taken from the Hidden Art Forum 2011: Making Sales
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Snowden Flood on using social media to grow your business
- 1. SELLING ONLINE USING SOCIAL MEDIASNOWDEN FLOOD
- 2. MAKE A PLAN!
- 3. WHAT DO YOU WANT TO ACHIEVE? Building buzz?
- 4. WHAT DO YOU WANT TO ACHIEVE? Create brand awareness?
- 5. WHAT DO YOU WANT TO ACHIEVE? Presenting a human face of your business?
- 6. WHAT DO YOU WANT TO ACHIEVE? Listening to feedback?
- 7. WHAT DO YOU WANT TO ACHIEVE? Drive traffic to your site & make sales?
- 8. WHAT DO YOU WANT TO ACHIEVE? More blog subscribers?
- 9. WHAT DO YOU WANT TO ACHIEVE? New knowledge about your customers & how they view your brand?
- 10. MEASURE WHAT YOU ARE DOING!
- 11. HOW TO MEASURE? Blog comments about you
- 12. HOW TO MEASURE? Conversions (more of the visitors that are on your site are now buying things)
- 13. HOW TO MEASURE? Links (people are writing about you and including links to your site when they do)
- 14. HOW TO MEASURE? Twitter talk about you, you have fans
- 15. HOW TO MEASURE? An improved brand recognition
- 16. SOCIAL MEDIA AS A TOOL
- 17. WHO ARE YOU?
- 18. LINKING TO OTHER SITES
- 19. WAYS TO MAKE CONNECTIONS TWITTER: follow people who are saying interesting things and innovating in some way and join the conversations, that’s why they are there anyway
- 20. WAYS TO MAKE CONNECTIONS Talking about things that are relevant to you, your company and your customers
- 21. WAYS TO MAKE CONNECTIONS Blog – writing about the things that are inspiring you, the things that mean something to you, things that you see that inform your work
- 23. jv j
- 25. THIS IS ME
- 27. WHERE AM I GOING? A REWARD LOOP
- 29. SUMMARY SOCIAL MEDIA MARKETINGIS A LOT OF WORK!
- 30. SUMMARY A POTENTIAL HUGE DISTRACTION
- 31. SUMMARY SO YOU NEED A PLAN
Notas del editor
- Tempting to plunge in and chat away.But building your presence online takes lots of time.So…Better to plan because you get results quicker. Simple things like having same name on twitter/FB/blog for consistency. People can find you. Then think about what it is you want to achieve
- So you are launching something new and amazing or announcing an event etc…
- Showing who actually is this brand and what it is all about
- Generating a conversation about what you are doing
- Use Social media to find out about what other things your customers are interested in – you can see who they are following and what they are interested in…
- If you think about how and what you are going to measure, it will give you a better idea of what is working and what doesn’t work. This way you won’t waster your time doing things that aren’t getting you anywhere
- Are people starting to mention you and talk about your products?
- I’d include FB in this too – if you have a page – people are starting to interact with you
- This starts to have an impact with w/s buyers – ie you are looking like a serious prospect rather than a hobbyist
- Marketing through social media is using the tools to get peoples interest and get them invested in who you are and your brand.This informs how you use social media. IE who are you!
- It’s your voice - how your company is perceived. You might think your products say it all… but if you look around at all the big companies, you have to work hard to show what is unique about you. So think about - What is your company all about? This determines your tone. It’s not just chatting, it’s a campaign! (Unless you have time to spare in chatting of course!)This sets your tone for how you engage on social media, the taste you have in other things, what you are inspired by, what are you up to, what are you thinking? If you are a small company this is your trump card because you are a real person and can respond to people.
- This is where you can grow your social media presence by talking about things that other people are interested in too. Eg if you write a blog post about something that lots of people are talking about and interested in then when they search on google this will start finding you amongst other things they like. PLUSThe number 1 thing you can do to drive most traffic to your website is to engage other bloggers and getting them to write (link) to you.The thing about people writing about you & linking to you is that you get search engine kudos & it makes your site look important.It’s PR.Twitter: follow prominent people in your sphere, tweet to them, tweet about things that are relevant but not too solipsistic.Google adwords campaign – pay per click advertising…. Dunno.
- Twitter – joining conversation results in people blogging about and featuring your work
- Theres a synergy between the 3 thingsYOUYOUR COMPANYYOUR CUSTOMERS….. that is saying what you stand for
- This is part of how you show who you are. That is marking you as distinct from everyone else in the market.
- Change it all the time so that people need to keep coming backIf you sell something difficult to see like cushions, have zoom buttons, free exchanges to encourage them to buyConnection btw quality of site and products in peoples minds so make it well designed. Good photosNo spelling mistakesFast service when they email etc always get back in touch quickly
- Facebook example:3potato4 PhiladelphiaThey started as an online retailer of contemporary design products, now vintage. Only online to start, then did markets and now have a shop plus work in combination with other bricks and mortar sellers with popup shops. Got a buzz going Weekly giveaways initially of paper ephemera from ebay and yard salesBeen going since 2007 v. successful
- Coulson macloud:Grew from 200 fans to 1000 in 2 monthsWelcomes everyone by nameComments on other designers FB pages with nice messagesCompetitions – first 1000 people to like page entered into a drawDynamic – like 3p4, posts several times per dayPersonal posts – get a feel of the people running itReplies to every comment using persons nameOption to suggest a shopTags magazines and blogs in postsPromotion day on fridays – offering people chance to post their website so they are crosspromoting with other companies
- So lastly just a quick look at what I’m working on in terms of all of this
- I redesigned my site in the new year so it’s much more of a shop than my previous one. Also I have a new workspace/shop in Oxo so I’m working on driving foot traffic both to the actual shop and converting online browsing to sales also
- I have a little side project that’s a piece of marketing I’m doing to help with this…. Kind of an experiment, not sure how it will work but it’s not expensive and it’s a fun project that links to a product…
- So I’ve set up a new site where you can nominate the nice people of the world for an award. It will link in to the website soon, whereby when you nominate someone you can purchase various levels of award – a certificate with a badge saying EXTREMELY NICE, a mug, mug and tea towel etc. The recipient also gets a link to this site where they can see all the reasons that someone nominated them in the first place. Then I can extend it into awards that are given out by my company – So a lovely shop that I like can receive a sticker for their window that shows them to be a recipient of a snowden flood extremely nice award, or a buyer gets one of the badges and the certificate!This is kind of an extension of what my brand is about - everyday things being elevated and made special – ie the act of drinking cup of tea made special in best quality china that someone made for you. A memento of a day out in london etc.
- People like 3potato 4 have 8000 follwers on FB because they work incredibly hard and post all the time…. This is very difficult to do when you have lots of other things going on!
- You could spend all your time doing it if you aren’t quite strategic about it!