Post on 18-Jul-2015
Social Media Marketing: Sound Strategies for 2015
ISS ATLANTIC CITY, 2015
JAY BUSSELLE, IDEA CUSTOM SOLUTIONS
Social Media Marketing:Sound Strategies for 2015
Online visibility is more important now for micro, small and medium sized business, on a local
level, than EVER before! I’m going to share with you some effective Social Media Marketing
strategies for 2015 in a summarized plan with steps that you can actually follow! I feel my
purpose is to simplify these tactics and combine them into an actionable plan for the Promo &
Decorated Apparel markets. I want to take you from “Thinking to Acting” which will make a real
difference in your business for the remainder of 2015.
Social Media Marketing:Sound Strategies for 2015
If your business is practically invisible online & you don’t care – this session just ended for you.
If you do not want to grow your sales by 20-50% this year – this session just ended for you.
If you are not willing to take responsibility and own your past performance – this sessions just ended for you.
If you are resistant to change – this sessions just ended for you
Let’s Define Social Media
I call it Social Media Marketing
Social can be fun but so far in my life it has never paid all the bills.
It’s still marketing, it’s still networking, it’s still influencing, it’s still storytelling, and it’s still creating awareness.
Think of it as an amplification and magnification tool.
Did You Start & Then Stop?Many companies start the process to incorporate social media into their marketing efforts.
You have heard the buzz and the hype… but over time, for whatever reason, shift from active participation in social media, to sporadic.
Slowly you allow your efforts to dwindle to nothing resulting in dormant accounts, stale content, and quiet communities.
Is It A Waste Of Time?Some business owners, marketers and sales people start the process and don’t see immediate results (sales or ROI) so they think it’s just busy work or time wasted.
1. They (you) didn’t have the right expectations. This isn’t the same thing as buying an ad in the yellow pages or on TV.
2. Social Media Marketing, like all marketing, isn’t a light switch to be turned on & off.
Content. Conversation. Community.These are buzzwords but they relate to the efforts and objectives related to successfully executing social media marketing.
Unfortunately, many companies do a poor job of allocating the necessary resources to support their social media efforts Content = the information, infographics, video, blogs, graphics, photos
Conversation = the discussion, questions, comments, reviews,
Community = like minded groups, niches, tribes,
Feeling Overwhelmed?LinkedIn? Facebook? YouTube, Google +, Twitter? Instagram?
Where do you begin?
You’re not alone feeling confused with how to add social media into your marketing efforts.
Keep it simple, you don’t have to do it all.
Social Misconceptions This is NOT sharing cute pictures of cats or kids on Facebook with your friends and family and hoping they “like” it.
This is NOT following celebrities, musicians or athletes on Twitter to find out what club they went to last night or where they’re eating breakfast this morning
This is NOT a popularity contest on Instagram to see who is wearing what
This is NOT a wedding planning event on Pinterest where we are pinning the perfect wedding gown or the perfect flower arrangement.
Building A Business NetworkImagine that you are creating a new cable network station. This
new network represents your business. You will need to plan
programming for 3 to 5 days a week for 6 months.
Who would want to watch your station?
What would you say, share, explain, teach and even entertain?
Could you produce content that would solve my problems?
The Goal of Your Network
Tell the right story to the right audience in their
preferred language.
Your Perfect CustomerCreate a buyer persona or profile to define the perfect customer
What industry or which market would they represent?
How much would they spend on decorated apparel?
How often would they buy?
Do they participate in Social Media?
LinkedIn, Facebook or Twitter?
Think Strategically Before Planning Tactically
Social media strategy is no longer about following the masses, it
is about engaging with targeted audiences.
Don’t spend time and money building the wrong content to share
on the wrong network.
Where Are The Pros Focused?Let’s look at some important objectives most marketing professionals are currently focused on:
1. Engagement
2. Awareness
3. Lead Generation
4. Website Traffic
5. Increase Sales
6. Increase Search Ranking
7. Lead Nurturing
*Social Media Strategy Survey – Ascend 2 & Partners, DEC 2014
How Do You Rate Social Media Marketing
How the Pros rate Social Media Marketing to achieve prime objectives:
Very successful17%
Somewhat successful
60%
Somewhat unsuccessful
19%
Very unsuccessful
4%
*Social Media Strategy Survey – Ascend 2 & Partners, DEC 2014
The Old Way Of Doing Business
* www.zeromomentoftruth.com
The NEW Way Of Doing Business
* www.zeromomentoftruth.com
The Influence Of The Source
Measuring the impact that a given source will have influence on you taking action
* www.fleishmanhillard.com
The Influence Of The Source
Let’s review the order:
1. Friend in your network
2. Trusted group
3. Company you follow
4. A media source you follow
5. Public figure or celebrity
6. Company paid content
Engage w/ local media
ClientEngagement
Strategic Partnerships
Brand Awareness
* www.fleishmanhillard.com
Build Brand Awareness
58% of people are influenced by a friend in their network.
The larger and more relevant your audience is, the deeper reach you have.
If your brand is likeable and integrated in the social conversation, the more you’ll stand out from the noise
Listen, Respond & Grow
Get involved on a social platform on a consistent basis.
Be a part of the conversation.
Start with LinkedIn, Facebook & Twitter.
Other ways to grow include social calls to action on your website, social links in your email signature, outbound email marketing, business cards, even your in-store signage if you have a storefront.
Strategic Partnerships
1. Do you have a cause that you support?
2. Are you involved with a local charity or school?
3. Local Chamber of Commerce?
4. Support Local Businesses networking group?
5. If you have kids you can get involved with their sports, dance, music…etc. What about your vendors & suppliers? The more relevant and real the better!
Why Strategic Partnerships?
51% of people are influenced by trusted group or organization.
The more relevant partners you have, the more likely you are to be recommended by a trusted source.
If your brand is likeable and integrated in the social conversation, the more you’ll stand out from the noise.
Why Engage With Your Audience?
38% of people are influenced by companies they follow.
Improves your business’s chances of being top-of-mind for consumers.
Gives your business the chance to influence purchase behavior.
Talk With – NOT AT!
Reward them with showing that you’re just as interested in them as they are in you.
Be AUTHENTIC and you will be rewarded with loyalty and business.
Reciprocate! Share content… share in their successes.
Listen & Respond
All major Social Media platforms allow you to listen and respond!
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5
10
15
20
25
30
35
18-24 25-34 35-44 45-54 55-64 65+
26.232.1
25.222.5
17.1
10.6
January 2015
0
2
4
6
8
10
12
18-24 25-34 35-44 45-54 55-64 65+
11.7 11.3
8.76.7
4.12.7
January 2015
0
2
4
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10
12
18-24 25-34 35-44 45-54 55-64 65+
9.110.2 9.5
5.74.5
2.9
January 2015
0
2
4
6
8
10
12
14
16
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under18
18-24 25-34 35-44 45-54 55-64 65+
11.4
16.719.4
5.3 4.52.6
0.4
January 2015
Best Practices
Be clear on who your target is and where they fit in the social mix
Build your brand as if it were a network channel
Create strategic partner relationships locally & industry specific
Dedicate 2-3 hours per week for 1 year (15-30 minutes per day)
Listen, Respond, Engage & Grow!