Glenn Melvin presents on the powerful resource of social media to increase business. He discusses how Google prioritizes high-quality, original content and how blogs can position a business as a subject matter expert. Social media platforms like Facebook, LinkedIn, YouTube, and Twitter provide ways to engage audiences, drive traffic to websites, and build brand awareness. While social media offers benefits, businesses must use it responsibly and be aware their online actions can reflect on them.
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The Social Media Phenomenon: Powerful Resource to Increase Your Business
1. The Social Media Phenomenon:
Powerful Resource to Increase Your Business
Presented by:
Glenn Melvin, President
christianmarketingintitute.com
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2. Who am I?
• Glenn Melvin, President of Christian Marketing
Institute
• Website design, SEO and Internet marketing firm
• Certified SEO professional
• enKap-online FDA compliance info provider
• Webinars, training content, etc..
• 10 years in pharma industry-publications,
marketing and conference company
christianmarketinginstitute.com
3. What is Social Media?
• “Social media are digital platforms used for
engagement and content delivery”
- Meredith Gould, The Social Media Gospel
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4. Google
Can’t talk about Social Media without talking
about Google first
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5. Google
• Wants our websites to be a content rich
experience for visitors
• Relevance and authority
• Original
• Frequency
• Then, page rankings
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6. Google as Regulatory Body
• Google Panda-2011-removed poor quality or content thin
sites from the top of Google’s results pages.
• Is designed to reduce rankings for low quality sites
• Low quality sites- low-value added for users, copy content
from other websites or sites that are just not very useful
• Provide better rankings for high quality sites-sites with
original content and information
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10. The Nerve Center
• Your website is the hub of your business
• Drive traffic to your website. You are in
control.
• Social media (Facebook, YouTube, Linkedin,
etc.) serve as distribution channels
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11. What’s a Blog?
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Short informative articles/posts where the author:
Shares their experiences, knowledge
Information
Focus on niche interests and topics of interest.
Find the information need and fill it
MOST IMPORTANT concept I’ll discuss today
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12. Benefits of Blogs
• The most bang for the marketing
buck on a limited budget
• Blogging causes your website to change,
which causes the spiders to crawl it again to
index the page. It will get you more traffic and
more links.
• People love tips, tricks and lists. Customers
will read and share them.
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13. Blogs Work: Numbers Tell Story
• 57% of companies using blogs reported that
they acquired customers from leads generated
directly from their blogs
• 55% more website visitors for companies that
blog
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14. Blogs Work: More Numbers
• 57% of companies using Linkedin have acquired a
customer from that channel
• Facebook and Twitter users reported acquisition
rates of 48% and 42%, respectively
• From 2009-2011, the % of businesses with a blog
grew from 48% to 65%
• A whopping 27% rated their company blog as
“critical” to their business
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15. People are Interested in?
• How do you determine what people are
interested in reading about or searching for?
• Google Adword Keyword Planner
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16. Subject Matter Expert
• Publishing consistent content enables you to
be the Subject Matter Expert
• Credibility
• Authority
• The Person to turn to…
What’s the alternative? Show vs. Tell
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17. Subject Matter Expert Positioning
• “by consistently posting content of interest to
your target audience, you position yourself as
a subject matter expert, and give visitors to
your site a reason to return time and again. If
you have a blog, it’s the ideal way to link your
site to your social media profiles:”
Why Ministries, Churches and Businesses Need
to Utilize Content Marketing
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18. Feeding the Search Engines
• Content marketing works by providing fresh
material for the search engines to index,
thereby keeping your website in the queue
that feeds the search engine results pages and
helping your website attain page 1 ranking of
Google search results
• Once you’re there…
• Page 2
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19. Content Rules
• Content-sales pitch
• Focus the content tightly on your target
audience
• Determining the niche. The group’s
information needs
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20. Content Marketing…The
Competition
• Content Marketing differentiates you from
your competition…
• Branding
• We are the only…
• We specialize in…
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21. Engaging Your Target Audience
• We do business with people we like
• “As you engage your audience they will begin
to know, like, and trust you. This critical step is
what is often required for them to purchase
from you.”
• Andrea Vahl
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22. Importance of Visual
Content Marketing
• How important is Visual Content Marketing?
• 37% increase in engagement is experienced
when Facebook posts include photos
• 60% of consumers are more likely to consider
or contact a biz whose images appear in local
search results
MDG Advertising survey
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24. Why Do Social Media?
• It’s being featured in organic SERPs
• Search engines take cues from social media
activities -- like when someone shares content from
your website on Twitter, for example -- to
determine the relevancy and authority of your site.
• The appearance of your social media accounts in
the SERPs will give interested searchers access to
more of your great content
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25. Why do Social Media?
• Allows us to become an industry authority and
expert
• It’s now an accepted part of any company’s
marketing initiatives
• If you’re not doing it, you’re losing prospects and
opportunities!
• The fastest growing population using social media
are 45 – 54 year olds - 55% of this age group does
some sort of social media
*Information courtesy of Tampa SEO Academy
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26. Rules about Social Media
• Don’t sell
• Don’t expect to magically convert readers to customers
• Freely give and share useful, high-quality information
and content
• Give your followers a reason to read your content by
making it relevant and interesting
• Allow users to converse and share
• Create a relationship with your target market and
encourage them to further distribute your material
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27. Rules about Social Media
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Post regularly
Expect a high bounce rate
Deliver what you promise
Don’t expect a ROI-It’s nearly impossible to tie
social media back to sales or other dollar
measurement
*Information courtesy of Tampa SEO Academy
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28. Linkedin
• 200 million active users
• Seen as Business-to-Business (B2B) channel
• 75 of Fortune 100 companies use Linkedin as
its corporate hiring solution
• Validation
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29. Linkedin: What We Did
• What we did on Linkedin Graphic-GMP, GLP
and GCP Training Content
• Created groups 2009
• Posted content
• Poured the foundation for a community
• Largest group in our biz niche-3K+
• Control of who is in the group, content sent
out to group
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30. •
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1 billion active users
1 trillion page views per month
425 million mobile users
20 minutes spent per visit
Viewed as Business to Consumer channel
Google has declared Facebook is the most visited site on the Internet
Generates 3.2b likes and comments daily
Users that access Facebook on mobile devices are twice as active compared to
non-mobile users
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31. YouTube
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3rd most visited website after Google and Facebook
3 billion views per day
10% of Internet traffic
150,000 full length films uploaded per week
2nd largest search engine behind Google
800 M unique users
More video content is uploaded to YouTube in a 60 day period than ABC,
CBS and NBC television networks created in 60 years
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32. Google and YouTube
• Google Owns YouTube
• Videos are 50x more likely to appear on the
first page of search results than any given text
page, but…
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33. Why Use Videos?
“…Videos-effective in reaching audio-visual learners,
those who retain information by hearing and seeing,
listening and watching.”
“YouTube is perfect for finding instructional videos
about setting up and using social media.”
- Meredith Gould, The Social Media Gospel
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34. Twitter
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465 million accounts
1 million accounts added daily
340 million tweets per day
4,000 tweets per second
60% of users access via mobile device
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35. Social Media Biz Benefits
• Social media works by providing a platform (or several!) where
businesses can:
• Reach an ever-expanding network of followers
• Build up a database of users who actually want information on their
products and services (email)
• Drive traffic to their website
• Increase the searchability of their website through use of keywords
and other “get found” tactics
• Engage with their current and prospective customers
• Get feedback on products and services
• Conduct research on customer needs and wants
• Turns people from content readers into publishers
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36. Social Media Implementation
• Followers on social media are users who have
chosen to follow your profile, whether you
know them or not.
• Twitter-tweets
• Facebook-”liking” a business
• Without followers…
– you have nobody to market to
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37. Social Media Implementation
• Time and Goal Dependent
• Publish regularly scheduled blog posts containing original
content that is useful to your audience, and add links to the
posts on your social media profiles. This will drive traffic to
your site.
• Set Google alerts for news relevant to your business and
your market, and tweet/post those links on your profiles –
this is a way of aggregating / curating content for your
followers.
• Post daily – anything from questions from your followers
(FAQ) to sharing someone else’s content.
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38. Social Media
Implementation
• Add links to your profiles on your website,
blog, email signature, promotional material
and business cards
• Share links to your profiles with friends, family
and existing customers and ask them to share
with their own networks
• Run Facebook ads to increase your exposure
to users with similar interests. PPC?
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39. What do I do first?
• Consider the following below:
• What do you want to happen as a result of using social
media
• Who do we most want to reach?
• How will we know we’ve suceeded?
• Example of an action plan: Write a weekly blog, post it on
your website, and take an excerpt of the blog and post to
several groups on Linkedin
• Develop a following of people on Facebook, Linkedin,
Twitter, etc… who are interested in you or your
products/services
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40. Your Marketing Program
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Internet marketing and social media
Overall marketing program
Face-to-face networking
Word of mouth
Referrals
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42. Faith Providing a Framework For
Using Social Media
• “Believing in Gospel teachings calls us to model what we
believe while using social media by offering helpful
information, providing comfort, sharing joy, and engaging in
conversations that build and unite, rather than tear down or
divide the people of God.”
• “Social media provides a means for sharing faith as well as
modeling Christian life beyond the building we call church.”
- Meredith Gould, The Social Media Gospel
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46. Job Seekers
Beware
• (Real Simple) -- At a friend's wedding, you
danced with a beer in hand and pictures were
taken. No big deal, right?
• Right—unless the photo is seen online by a
potential employer who thinks you look
frivolous. "Your first impression isn't made
with a firm handshake—it's with a Google
search," says Dan Schawbel, the author of
"Me 2.0."
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47. Be Careful
• Lawyers and Investigators use social media
in civil and criminal matters
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48. Oops!
• You hit “send” you own it
• Ask college football players…
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49. NFL Draft
• USA Today, February 22, 2013
• “Social media new source of player info”
• “We’ve done a lot of digging on social media
and have a pretty in-depth picture of players
who are involved and not involved in social
media-how many times they tweet,”
• Rick Spielman, GM, Minnesota Vikings
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50. Seattle Seahawks Security
• “The Seattle Seahawks’ security staff is
assigned with monitoring the Facebook and
Twitter feeds of prospects the team is
scouting.”
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51. Social Media
Do’s
• Post regular updates on what’s happening in your
biz
• Do share a variety of content. Use the various
features of social media sites: post pictures and
videos, share interesting links
• Be a thought leader in changes taking place in
your field.
• Do be friendly and open. Make friends with
friends-of-friends. Encourage others to interact
with you by interacting with them first.
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52. Social Media
Don’ts
• Don’t be a show-off.
• Don’t make statements about where you stand
personally on a topic –unless business model
• Don’t ignore people who take the time to interact
with you.
• Don’t assume everyone is on your level. For
visitors, explain your reasoning, cite your sources,
and tailor your rhetoric to the individuals you
interact with.
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53. What it Takes
Required to be successful
• Commitment
• Vision
• Leslie Samuel-50K fans
• Can you do it all?
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54. Information Resources
• HubSpot.com
• “Beyond The Facebook Business Page: How to
Generate Traffic and Leads with Facebook”
• Hubspot content creation kit
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55. Jeremiah 29:11
For I know the plans I have for you,” declares the
Lord, “plans to prosper you and not to harm you,
plans to give you hope and a future.”
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