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Ogr presentation how to integrate social media into your marketing strategy (031012)

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SherpaSocialMedia
SherpaSocialMedia

Presentation I gave to the Order of the Golden Rule (industry association of independent funeral home directors) on social media marketing at their April 2012 conference in Alexandria, Virginia.

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How to Integrate Social Media Into Your Marketing Strategy International Order of the Golden Rule 2012 Annual Conference Arlington, Virginia Saturday, April 21, 2012 Scott Swanay – Sherpa Social Media www.SherpaSocialMedia.com 1
Presentation Outline • Overview of social media • Overview of specific social media tools • Social media and the funeral industry www.SherpaSocialMedia.com 2
Overview of Social Media • Definition of social media • Benefits of using social media • Common misconceptions re: social media www.SherpaSocialMedia.com 3
Social Media - Definition • An online or mobile medium that facilitates interactions between at least two people www.SherpaSocialMedia.com 4
Social Media - Benefits • Share information, ideas, and items • Connect with people and businesses of interest • Demonstrate knowledge and expertise • Give unfiltered feedback • Receive unfiltered feedback www.SherpaSocialMedia.com 5
Social Media - Misperceptions • Only for narcissists • Only for young people • Too late to get started • Doesn’t apply to my industry www.SherpaSocialMedia.com 6
Overview of Social Media Tools • Big 4 • 3 Up-and-Comers • Others www.SherpaSocialMedia.com 7
The Big 4 • LinkedIn • Facebook • Twitter • Blogs www.SherpaSocialMedia.com 8
LinkedIn • Google for business • Networking • Researching people and companies • Exchanging information • Personal profiles and company pages www.SherpaSocialMedia.com 9
Facebook Business Pages • Administer from a personal page • Basic information • Engage in conversations with people who “like” your page • Customer service • Opinion polls www.SherpaSocialMedia.com 10
Twitter • More limited than LinkedIn and Facebook • Think and converse in sound bites • Follow and interact with journalists and influential thinkers in your industry • Customer service • Search for information on specific topics and the people discussing them www.SherpaSocialMedia.com 11
Blogs • Blog is short for “weblog” • Assume attention span of 500-800 words • Have a point of view • Post on a regular schedule • Allow and respond to comments www.SherpaSocialMedia.com 12
The 3 Up-and-Comers • Google+ • YouTube • Webinars www.SherpaSocialMedia.com 13
Google+ • Hasn’t reached mainstream status yet • Circles => selective sharing • Can “add” whomever you want to your circles • Share information • Video chats www.SherpaSocialMedia.com 14
YouTube • Google property => search result implications • “How to” searches increasingly common • Demonstrate industry knowledge • Humanize your business • Keep videos short and simple • Don’t plan on your videos “going viral” www.SherpaSocialMedia.com 15
Webinars • Most last 60 minutes • Combination of education and marketing • Require participants to sign up • Often leads to doing business with participants • Leave time for Q&A www.SherpaSocialMedia.com 16
Other Social Media Tools • Pinterest • Groupon • Foursquare www.SherpaSocialMedia.com 17
Social Media & the Funeral Industry • Goals • Managing across multiple channels • Judging the results www.SherpaSocialMedia.com 18
Goals • Educate the public • Answer questions from potential clients • Become trusted source of information • Share ideas and best practices with others in the industry • Connect with potential vendors www.SherpaSocialMedia.com 19
Managing Across Multiple Channels • HootSuite • TweetDeck www.SherpaSocialMedia.com 20
Judging the Results • # Followers/Fans by itself is meaningless • Leading indicators of success o # Interactions with others o # Times your content is shared o # Qualified leads received as a result • Bottom line is always increase in earnings www.SherpaSocialMedia.com 21
Social Media - Conclusions • Too important to ignore • Make sure communication is two-way • Different messages for different audiences • Listening more important than talking • Use the feedback you receive www.SherpaSocialMedia.com 22
Contact Info • Scott Swanay – President & Chief Sherpa, Sherpa Social Media • Email: scott@SherpaSocialMedia.com • Phone: (646) 483-3393 • www.SherpaSocialMedia.com • Twitter: @SherpaSocialMed • Facebook: Sherpa Social Media www.SherpaSocialMedia.com 23

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Ogr presentation how to integrate social media into your marketing strategy (031012)

  • 1. How to Integrate Social Media Into Your Marketing Strategy International Order of the Golden Rule 2012 Annual Conference Arlington, Virginia Saturday, April 21, 2012 Scott Swanay – Sherpa Social Media www.SherpaSocialMedia.com 1
  • 2. Presentation Outline • Overview of social media • Overview of specific social media tools • Social media and the funeral industry www.SherpaSocialMedia.com 2
  • 3. Overview of Social Media • Definition of social media • Benefits of using social media • Common misconceptions re: social media www.SherpaSocialMedia.com 3
  • 4. Social Media - Definition • An online or mobile medium that facilitates interactions between at least two people www.SherpaSocialMedia.com 4
  • 5. Social Media - Benefits • Share information, ideas, and items • Connect with people and businesses of interest • Demonstrate knowledge and expertise • Give unfiltered feedback • Receive unfiltered feedback www.SherpaSocialMedia.com 5
  • 6. Social Media - Misperceptions • Only for narcissists • Only for young people • Too late to get started • Doesn’t apply to my industry www.SherpaSocialMedia.com 6
  • 7. Overview of Social Media Tools • Big 4 • 3 Up-and-Comers • Others www.SherpaSocialMedia.com 7
  • 8. The Big 4 • LinkedIn • Facebook • Twitter • Blogs www.SherpaSocialMedia.com 8
  • 9. LinkedIn • Google for business • Networking • Researching people and companies • Exchanging information • Personal profiles and company pages www.SherpaSocialMedia.com 9
  • 10. Facebook Business Pages • Administer from a personal page • Basic information • Engage in conversations with people who “like” your page • Customer service • Opinion polls www.SherpaSocialMedia.com 10
  • 11. Twitter • More limited than LinkedIn and Facebook • Think and converse in sound bites • Follow and interact with journalists and influential thinkers in your industry • Customer service • Search for information on specific topics and the people discussing them www.SherpaSocialMedia.com 11
  • 12. Blogs • Blog is short for “weblog” • Assume attention span of 500-800 words • Have a point of view • Post on a regular schedule • Allow and respond to comments www.SherpaSocialMedia.com 12
  • 13. The 3 Up-and-Comers • Google+ • YouTube • Webinars www.SherpaSocialMedia.com 13
  • 14. Google+ • Hasn’t reached mainstream status yet • Circles => selective sharing • Can “add” whomever you want to your circles • Share information • Video chats www.SherpaSocialMedia.com 14
  • 15. YouTube • Google property => search result implications • “How to” searches increasingly common • Demonstrate industry knowledge • Humanize your business • Keep videos short and simple • Don’t plan on your videos “going viral” www.SherpaSocialMedia.com 15
  • 16. Webinars • Most last 60 minutes • Combination of education and marketing • Require participants to sign up • Often leads to doing business with participants • Leave time for Q&A www.SherpaSocialMedia.com 16
  • 17. Other Social Media Tools • Pinterest • Groupon • Foursquare www.SherpaSocialMedia.com 17
  • 18. Social Media & the Funeral Industry • Goals • Managing across multiple channels • Judging the results www.SherpaSocialMedia.com 18
  • 19. Goals • Educate the public • Answer questions from potential clients • Become trusted source of information • Share ideas and best practices with others in the industry • Connect with potential vendors www.SherpaSocialMedia.com 19
  • 20. Managing Across Multiple Channels • HootSuite • TweetDeck www.SherpaSocialMedia.com 20
  • 21. Judging the Results • # Followers/Fans by itself is meaningless • Leading indicators of success o # Interactions with others o # Times your content is shared o # Qualified leads received as a result • Bottom line is always increase in earnings www.SherpaSocialMedia.com 21
  • 22. Social Media - Conclusions • Too important to ignore • Make sure communication is two-way • Different messages for different audiences • Listening more important than talking • Use the feedback you receive www.SherpaSocialMedia.com 22
  • 23. Contact Info • Scott Swanay – President & Chief Sherpa, Sherpa Social Media • Email: scott@SherpaSocialMedia.com • Phone: (646) 483-3393 • www.SherpaSocialMedia.com • Twitter: @SherpaSocialMed • Facebook: Sherpa Social Media www.SherpaSocialMedia.com 23