The Benefits Of Social Media Cost Effective Techniques To Market Your Brand & Increase Business Profits

Presented by Suzanne Reinfranck, Director of Social Media Business Solutions
www.SocialMediaBusinessSolutions.com

What is Social Media?
According to the Social Media Bible: Tactics, Tools,
& Strategies for Business Success, by Lon Safko &
David K. Brake, “social media refers to activities,
practices, and behaviors among communities of people
who gather online to share information, knowledge,
and opinions using conversational media.

Conversational media are Web-based applications
that make it possible to create and easily transmit
content in the form of words, pictures, videos, and
audios.”
Suzanne Reinfranck, Director of Social Media Business Solutions

Why Use Social Media?
Social media networking sites are no-cost or low-cost
marketing tools for your business or brand.

Using these platforms facilitates the building of
networks/communities and allows conversations. This
relationship-building process encourages trust and
increases confidence in your services or products.

Social media marketing is two-directional giving
businesses feedback on how to improve their products
or offerings. This mechanism can positively affect ROI.


So What Can Businesses Do To
Market Themselves?
Implement marketing strategies which leverage
the major social networks and smaller niche sites.

There are many techniques you can use with
LinkedIn, Facebook, and Twitter.

Plaxo, Merchants Circle, and Fast Pitch are
additional platforms to use for marketing.


LinkedIn
According to Nelson Online@Plan (Summer 2009):

Users: 55,000,000
Average Age: 43 Household Income: $107,278
Male: 54% Household Income $100k+: 53.5%
Female: 46% College Grad/Post Grad: 77.6%
EVP/SVP/VP: 6.2% Post College Graduate: 39.8%
Senior Management: 14.1% Middle Management: 32.1%


LinkedIn Strategies:
Build your connections and continue to maintain relationships with your
contacts.

Start a LinkedIn group that is based around your products or services.
Facilitate discussions within your group and pay attention to all feedback.

Conduct LinkedIn polls to gather more information on your contacts

Market your company in the Summary section on your profile.

Add your company website, Twitter ID, and Facebook fan page links to your
profile.


It’s more than what you had for lunch or who’s picking up
your dry cleaning… It’s about letting the world know
what’s going on with your business or cause in 140
characters or less. People can even find jobs using Twitter.


http://twitterfacts.blogspot.com/2008/09/3-million-twitter-users.html

Twitter Strategies:
Follow people and build your network of followers.

Generate interesting and relevant content to keep your
followers engaged.

Send a few tweets out every day to keep your audience
informed.

Follow and monitor your competition.

Retweet other people’s messages, and they will often
return the favor.


Facebook
Company Figures (Source: Facebook Press Room)

More than 350 million active users
50% of our active users log on to Facebook in any given day
More than 35 million users update their status each day
More than 55 million status updates posted each day
More than 2.5 billion photos uploaded to the site each month
More than 3.5 billion pieces of content (web links, news stories, blog posts, notes,
photo albums, etc.) shared each week
More than 3.5 million events created each month
More than 1.6 million active Pages on Facebook
More than 700,000 local businesses have active Pages on Facebook
Pages have created more than 5.3 billion fans


Facebook
Average User Figures (Sources: Facebook Press Room)

Average user has 130 friends on the site
Average user sends 8 friend requests per month
Average user spends more than 55 minutes per day on Facebook
Average user clicks the Like button on 9 pieces of content each month
Average user writes 25 comments on Facebook content each month
Average user becomes a fan of 2 Pages each month
Average user is invited to 3 events per month


Facebook Strategies:
Create a business fan page and invite people to become fans.

Continually post information and interesting content relating to
your products or services

Have your tweets feed into your Facebook wall.

Provide links to your company website and Twitter ID.

Insert Facebook badges on your company website and encourage
visitors to become a fan and follow you on Facebook.

Promote page with Facebook Ads.


Smaller Niche Sites
Plaxo: Online rolodex and a place to present your company’s
contact information. You can load your client’s email addresses
and manage your connections.

Merchant Circle: Setting your up your business account will put
you on page one of a Google search. This helps drive traffic to your
website. Customers can write reviews on this site which helps to
promote your business.

Fast Pitch: Platform for creating and submitting press releases.
Site has a built-in tool that walks you through the press release
process so you don’t have to hire someone else to do it. Press
releases are distributed through 20 different media channels.

Evaluate Social Media Campaign
By Measuring ROI
Use analytics and metrics to measure ROI. This can be
accomplished by analyzing:

REACH
# users reached, # visits, # unique visitors, # page views,
content viewed.

ENGAGEMENT
Time spent on site, repeat visits, Twitter followers, Facebook
fan page adds, registrations, contest entries, reviews,
downloads, viral forwards.


Evaluate Social Media Campaign
By Measuring ROI
SENTIMENT
Reviews, comments and favorites, surveys, polls, fans, friends,
Diggs, votes, URLs shortened and shared.

BUSINESS OUTCOMES METRICS
Attitudinal Measures
Brand/product awareness, brand affinity, brand perception,
purchase intent.

Behavioral Measures
Sales, sales inquiries, leads, customer satisfaction, program
loyalty.

Social Media Strategy Summary
Develop online presence and digital footprint.

Create networks, build relationships, trust, and confidence.

Nurture and maintain relationships.

Start a conversation and keep it going.

Listen to your audience and acknowledge their concerns and praise.

Continually monitor and update your social sites.

Continually analyze ROI.

Experiment and learn from your mistakes.


The Benefits Of Social Media Cost Effective Techniques To Market Your Brand & Increase Business Profits

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