Social Networking forPromotional Professionals

Presenter:

Dana Zezzo Pro Towels Etc.440-344-5933| dzezzo@protowelsetc.com

Pro Towels Etc. Dana ZezzoDana Zezzo

Dana R. Zezzo, Vice President of Sales at Pro Towels Etc.

Dana has spent the past two years growing the company into the largest supplier of beach and golf towels. He has been in the promotional product industry for over 20 years. Dana is equally involved in both the industry and in his local community in Ashtabula, Ohio. He is a past president of TRASA - the Three Rivers Advertising Specialty Association, and currently serves on both the ASI Stitches Advisory Board and on the PPAI National Leadership Conference Advisory Committee. He also gives seminars across the country on industry related topics such as How to Market your Apparel Decorating Business, Selling Strategies and Social Networking for Promotional Professionals.

Dana currently lives in Ashtabula, OH with his wife, Shelly and three daughters where he continues to update his facebook and linkedin profiles on a daily basis.

Pro Towels Etc. has changed the view of our category and the perception of our company by utilizing the social media platform.

DANA ZEZZO – VICE PRESIDENT of SALES440-344-5933| dzezzo@protowelsetc.com

What We Want to Prove Today

ViralTransparency

• Focus on activities that drive sales and relationships• It takes 9 touches to get an account - most reps give up

after 3• These touches can be:

– Sales Calls– Phone Calls– Emails– Presence– Branding– Persistence– Social Networking– Right Place at the Right Time– Etc.

85% of all business is done after the 9th touch

Fred’s Theory - FOCUS

Daily Touches

Social Media 30 – 60 minutes a day!

Fred’s Theory - BALANCE

Pro Towels Etc. Marketing Dept. strikes again!

Buying Habits Have Changed

7. Blogger 11. MySpace 13. Twitter

www.alexa.com – Ranks the Top 500 Sites on the web

So what does this tell you?

That people are using Social Networking Sites for

Research Before Buying

• Facebook

• You Tube

• Twitter

• Blogs

Recent ASI Research Study

• LinkedIn - the online site for professionals - is used by about 54% of distributors and 46% of suppliers, with more than 85% using it for business purposes. 

• Facebook - a more casual online site - has the greatest penetration in the industry overall, with 59% of distributors and 62% of suppliers indicating they have a Facebook account.  More than 60% of users say it’s for personal use only.

Nearly 90% of respondents feel social networking already is or will become a good way to promote their business.

So you all have a great product and you want people talking about your product…Right?

Social Media marketing is about CREATING CONVERSATIONS

about your product.

Social Media will drive people to your website. You will be able to make the conversion faster.

1. Get them to visit your website2. Turn into leads3. Turn leads into sales

Source:

Good content gets shared…It goes VIRAL What is good content?

• NEW data

• Funny videos

• Top-notch Blog posts

Adds Personality and Humanizes your Brand

Transparency

Ultimate Rolodex

Easier to keep contactinformation up to date –never lose touch!

Facebook Use in Industry:59% of distributors 62% of suppliers

Business Pages

POST

• Events

• Videos

• Discussions

• Photos

• Blog Articles

Prime Example

Use in Industry:

54% of distributors

46% of suppliers

The Goal of LinkedIn

To engage an audience & build a network.

• Do this by demonstrating your expertise and thought-leadership.

• Don't sell your services, but feel free to drive people to relevant content on your site that adds value.

Tips to Build Your Network

Create a LinkedIn Group - Setup a group with a broader theme related your industry. Use the group to lead thinking in your market, then promote the group and build membership. 

Answer Questions on LinkedIn - Ask and respond to relevant questions in the LinkedIn "Answers" section. Anytime you ask or answer a question it shows up in the Network Updates feed for all your connections. Best of all, you gain expertise points. LinkedIn users tend to trust experts in their subject categories and are often contacted directly.

Integrate LinkedIn Into Your Marketing - Anytime you do a webinar or present at a trade show or thought-leadership event, invite your audience to network with you or join your group. You can also notify all the members of your group about an upcoming promotion or event and drive them back to your site or blog.

Source:

THANK YOU!

Presenter:

Dana Zezzo Pro Towels Etc.Cell: 440-344-5933| dzezzo@protowelsetc.com

Pro Towels Etc. Dana ZezzoDana Zezzo