The 7 Tool You Need to Win at Social
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Beth Henderson, Marketing Manager of Likeable Local and Ramon Ray of SmartHustle Magazine discuss tools to boost your small business via social media.
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The 7 Tool You Need to Win at Social
- 1. THE 7 THINGS YOU NEED TO WIN AT SOCIAL With Beth Henderson Marketing Manager at Likeable Local @LikeableLocal FOR YOUR SMALL BUSINESS #LikeableWebinar
- 2. Why Social Media? 1.44 billion monthly active Facebook users 77% of consumers trust recommendations from both their families and friends 71% of people trust products and services they find on Facebook The average user logs onto social networks 1.72 hours per day; that’s 28% of all online activity! $8.5 billion was spent on social this year and it reach nearly $14 billion in 201823% of Facebook Users check their accounts at least 5 times a day
- 3. SOCIAL MEDIA = THE NEW WORD OF MOUTH -90% of people trust business recommendations from someone they know. -People are 4x more likely to buy when referred by a friend #LikeableWebinar
- 4. SOCIAL ADS HAVE BUILT IN ENDORSEMENTS FROM FRIENDS. #LikeableWebinar
- 5. THE REALITIES OF SOCIAL MEDIA • $8.5 billion was spent on social in 2015. • $14 billion will be spent in 2018. BUT • Social media will NOT bring you immediate results. • Social media cannot make up for a bad product or service. #LikeableWebinar
- 6. SOCIAL MEDIA IS YOUR MARKETING WEAPON • There are 1.44 billion Facebook users. • 71% of people trust services they find on social media. • The average user logs into social networks 1.72 hours per day. • That’s 28% of all online activity! #LikeableWebinar
- 7. THE 7 THINGS YOU NEED TO WIN AT SOCIAL • Social Advertisements • S.M.A.R.T. Goals • Great Content • Referrals • Education • A Connection to Your Followers • Gratitude #LikeableWebinar
- 8. 1. Social Advertisements “Obstacles don't have to stop you. If you run into a wall, don't turn around and give up. Figure out how to climb it, go through it, or work around it.” - Michael Jordan
- 9. Facebook Reachageddon “Facebook Reachageddon” means businesses now have to pay to play to get their content seen” = The End of Organic Reach. If you aren’t paying to boost your posts, only 1-2% of your fans will see your posts organically
- 10. A FEW YEARS AGO IT HAPPENED TO BIG BRANDS .03% of their following #LikeableWebinar
- 11. NOW IT’S HAPPENING TO SMALL BUSINESSES …LIKE YOU .04% of their following #LikeableWebinar
- 12. SOLUTION: Advertise Smarter ✓Set Goals ✓Reach The Right People ✓Scale Smarter 3 Pillars of Ad Success
- 13. 2. S.M.A.R.T. Goals “A goal without a plan is just a wish.” - Antoine de Saint-Exupery
- 14. SET S.M.A.R.T GOALS FOR YOUR SOCIAL ADS Specific Measureable Attainable Relevant Time Bound #LikeableWebinar
- 15. REACH THE RIGHT PEOPLE Use Hypertargeting & Nanotargeting #LikeableWebinar
- 16. REACH THE RIGHT PEOPLE: Custom & Lookalike Audiences ✓ Get more business and referrals from current customers ✓ Attract people similar to your current customers ✓ Get already-interested prospects closer to buying ✓ Retarget “cold-feet” visitors
- 17. 3. Great Content “Traditional marketing talks at people. Content marketing talks with them.” - Doug Kessler
- 18. Follow the 10 Commandments of Content Creation ~From our Free eBook SocialContentEBook.com ~ -Give your followers a reason to engage -Think positive -Remember to K-I-S-S (Keep It Simple, Stupid!) -Have a Conversation -Ask Yourself: Is it Sharable? -Know How to Properly Curate -Be Mindful of the 4-1-1 Rule -Keep It Timely -Use Visuals To Enhance Your Message -Tell a Story #LikeableWebinar
- 19. Use Your Unique Brand Voice #LikeableWebinar
- 21. #LikeableWebinar
- 22. #LikeableWebinar “It’s your responsibility to share and re-share great content.” -Dave Kerpen
- 23. Rework Your Content to Make It Fit Every Social Network #LikeableWebinar
- 24. 4. Referrals and Incentives “I believe in incentivizing people. If you can incentivize people in anything, whether it’s in life; in spirituality; in business; just take care of folks. Incentivize them and all of a sudden it's amazing the difference that you'll see.” - Zachary Levi
- 25. You Never Get What You Don’t Ask For
- 27. 5. Education “Education is not preparation for life; it is life itself” - John Dewey
- 28. Free Online Materials = Education is Possible for Everyone! #LikeableWebinar
- 29. Why Offer Your Followers Freebies? #LikeableWebinar
- 30. 6. A Connection to Your Followers and Fans “The best marketing doesn’t feel like marketing.” - Tom Fishburne
- 31. Inspire Your Customers to Tell Your Story by Connecting! #LikeableWebinar
- 32. #LikeableWebinar
- 34. 7. Gratitude "I would maintain that thanks are the highest form of thought; and that gratitude is happiness doubled by wonder." - G.K. Chesterton
- 36. Donors Choose, R.O.I. of Gratitude. Those who received handwritten thank you notes were 38% more likely to work with you again! The Original Social Media. #LikeableWebinar
- 37. NOW LET’S REGROUP… • Social Advertisements • S.M.A.R.T. Goals • Great Content • Referrals • Education • A Connection to Your Followers • Gratitude #LikeableWebinar
- 38. THANK YOU / QUESTIONS Connect with me: @DaveKerpen dave@likeable.com Grow your business at LikeableDemo.com Mention this #LikeableWebinar to save! “How dare you settle for less when the world has made it so easy for you to be remarkable?” - Seth Godin GRAND PRIZE!
Editor's Notes
- (Nielsen Study, 2014)
- Now before we get started, I wanted to go over some realities for you all. Once upon a time, social used to be as simple as clicking, poking, posting, and liking. But now…things have gotten a bit more complicated.
- Don’t worry though. Though it may seem like the odds are stacked against you, Social Media is not an impossible challenge to overcome. There is no other means of advertising made just for you. It’s a valuable weapon in your arsenal, use it.
- Now, there are heaps and heaps of information out there pertaining to social media, so I wanted to take you through the top 7 easy to remember things that are integral to winning the social game
- If we were in a lecture hall instead of this webinar, if I asked you to raise a hand if you’ve seen an advertisement from another company on social media, 99% of your hands would go up in the air.
- An important thing to note, There’s this nasty litlte recent facebook update from 2014 that’s made a lot of people’s lives more difficult…it’s called reachageddon. Dont’ be scared though! We can overcome This doesn’t have to stop you… It sounds scary,…and it is. Facebook Reachageddon (what we’ve dubbed this trend at Likeable Local) is the end of organic reach as you know it. Logically you think all of your facebook fans will see your posts, right? Wrong. Because of reachageddon only 1-2% of them will see it Say you have 100 fans, only 1 or 2 will see those posts. This means you now have ot spend money on facebook ads to see get your posts seen
- We’re not here to talk about big brands, they have their own problems to worry about. But it just so happens reachageddon is a problem for them AND for us. Due to this update, only .03% of Warby Parker’s audience saw this (seemingly important) update about their new line of sunglasses
- Once reachegeddon only haunted big brands, since they had more money, unfortunately it has since spread to small businesses. Take capacity interactive, a digital marketing agency for the arts that I follow on facebook. This is only .04% of their following responding and connecting. Why so few? They can’t see the posts to begin with!
- So how do we combat this marketing scourge, reachageddon? Facebook Ads. The one way to win at social is to start putting money behind social advertisements. We could honestly do a whole webinar on facebook ads. And perhaps soon we will, but for now, I want to bring you through the three pillars of this incredibly important social strategy. Set Goals Reach the Right People Scale Smarter
- Now let’s get down to business. The one thing anyone needs in life are solid goals to work from. As Antoine de Saint-Exupery says “a goal without a plan is just a wish.” This applies to your digital marketing plan too.
- There are many goals on facebook when you boost a post, that’s called an objective. For instance Likes, Reach (think of that jeweler ad we just saw) You probably want the goal of Increased Web Traffic Make sure your goals/objectives are smart S – Make the place they’re going specific, what exact site do you want them to go to M – how many people to get to your site, utilize google analytics to track there A – Make sure you do your research so you can achieve your goals R – Send them to the right page, the page that will help you the most T – Think of how long to run the ad, how urgent it is, and when it should end
- Think of how much Facebook knows about you Creepy for a person, GREAT for a marketer You can use that in Hypertargeting your ads Now, here’s an example of how you can use this to your advantage Dave Kerpen, our fearless leader was at a conference in Texas and missed his wife, Carrie So he ran an ad to say how much he misses her. She was the only person to match the criteria and she was the only person who saw this ad Awwwww Think of entering in aspects of your desired customers, and how effective your reach could be!
- On top of hypertargeting Custom and Lookalike audiences are great avenues to explore as well A lookalike audience is when you upload a list of contacts and facebook creates an audience mimickint the qualities of those people You have a newsletter? Or a list of customers? That’s perfect. Just enter it in and watch facebook make lists based on them Have you ever searched something online? Say….an Elsa from Frozen Halloween costume? And then been bombarded by ads for that gliterry blue dress for days afterwards? You can do that do, but please do it more gently By placing a tracking pixel into your site, you can retarget individuals who visited your website! Does this all sound very confusing? I’d recommend checking out tools that do this for you. Likeable Local (excuse the shameless plug) has Turbopost, which automatically puts money behind each and every one of your posts on facebook Meaning you don’t have to lift a finger to cause the downfall of reachageddon
- You can advertise as much as you want, but without the materials to back it up, you’re outta luck. Creating great content is hard. It requires work and perseverence, I’m not going to lie. Lucky for you, there are resources out there to help.
- Direct from the professionals at Likeable Local, comes the 10 commandments of content creation. Again, we could do a whole webinar on this, but these ten simple steps are both easy to digest and to remember. READ COMMANDMENTS explain the 411 rule
- Another thing to consider is how do you want to appear in your content? This handy guide is a great resource for anyone wanting to build a strategy. It’s one thing to post something great, but to make it really stick with people on social, you have to create a memorable persona for them to identify with Likeable’s voice is Tone: personasl Purpose: educate (take that eBook for example) Language: fun and savvy (you can pick more than one) Character: playful yet professional (about balance)
- Now, that’s a lot of effort to put into something to throw it all away. So…dont! Take a lesson from environmentalsts and RECYCLE. Often repeated content will do EVEN BETTER the second, or even third time around Take this as an example dave’s first tweet did quite take off but, second time around he struck gold This is because the lifespan of a tweet is a mere 20 minutes. Not long enough to really make an impact By repeating, it ensures that your words will be seen
- You may think “ummm that’s boring, reposts wont’ get any engagement” Welp you would be wrong! It’s proven that repeating a tweet gets you 86% as much performance as initial. Now, that’s not 100% but who wants to throw away that much activity! In the social game, every little bit helps.
- Our fearless CEO, always a fountain of wisdom, often states….
- It’s one thing to just repeat a tweet But what about taking those large scale projects you have and repurposing them in excellent ways. Take dave for instance, this one article 10 simple steps to build a $5 million business has been integral to his repurposing success. It’s been a webinar, a slideshow, an article and more! Different audience members want different htings and this is a great way to ensure they get what thye desire
- NOW you can be posting great stuff, repeating, etc, but if if you don’t ask for people’s endorsements…you’re just not goingn to get any.
- It may feel weird to ask for someone to refer people to you, but it doesn’t hurt to try. We believe in this so much that we have referrals built into our platform. This Likeable Hub page contains a simple form for your clients to refer someone new to you. Have you ever tried running an ad to encourage referrals? It’s a simple way for you to maxmize profits with minimal effort. Take what you just learned here today and give it a try. If that’s not up your alley, Likeable Local runs ads, made just for you!
- Another reason social is helpful for referrals is the power of a great review. Either people leaving reviews on your page or positive comments on article builds trust to anyone who visits your Facebook. It displays just how great your company is…for free!
- Let me let you in on a little secret. I studied theatre in college, no MBA for me. How did I get into the business of marketing? Well, short story: the internet,
- The internet is filled with valuable resources for people who either have a background in marketing or want to be refreshed on the latest and the greatest news Webinars like this, are out there for your consumption Ebooks like our 10 commandments of content creation socialcontentebook.com are also out there to give you the leg up you need And check out blogs like likeable’s at blog.likeablelocal.com You guys have already taken the first steps in learning here today, so get going for some more great info!
- Now, it may seem counterintuitive, why give out all of this great stuff for free? It builds trust betwee you and your potential client. They know you know your stuff, since they’ve already seen it! It’s less work, you no longer have to work as hard to convince them that you can help them! It keeps them coming back again and again.
- Now, you may have the ads, you may have the content, you may know all there is to know, but there can still be something missing. What’s that? A simple connection. Like free materials, it fosters trust and allows people to see behind the scenes of your company
- Who had a valentine? No judgement either way, but it’s something that your audience can connect to. So both Likeable Local and our sister company Likeable Media decided to engage in that way. Take this for example! That person may look familiar…because it’s me! That’s my friend hannah and I. We shared a funny story of how we got lost trying to find the Bronx Botanical gardens during this past summer and also shared it just in time for valentines day! It got tons of likes, comments, and even a few shares! People enjoyed it and shared it because they could connect to it.
- One of our stellar partners, LeadDog Marketing Group, do this better than anyone we know. They also took advtantage of valentine’s day but they went the baby route. The baby route is always a good avenue to take, since it’s just plain adorable. Another universally appealing topic is pizza. But the bottom line is that by sharing relatable topics, that arent’ bent on selling a product. Keep in mind that 4-1-1 rule always./
- No another way to connect to your audience is to simply listen. This is Dave’s story, I’m sorry he can’t be here to share it. Dave was at a popular conference in Vegas and was booked to stay at the Aria hotel. Unfortunatley, even though he had a reservation they were overbooked and made him wait for hours and hours until he was taken care of. Due to his frustration, Dave began tweeting how disappointing the whole experience was. Now, the Rio, another hotel, saw this and replied “That’s too bad, I hope your time in Vegas gets better” And guess where he stayed the next time he was in vegas? The Rio! They managed to connect and reach out without doing a phony sales pitch, begging for his business. Now, they have a customer for LIFE
- This may sound simple but so many biz forget to simply practice gratitude
- Say THANK YOU! We here at Likeable don’t’ just like our customers we LOVE them. And we want to make that known. It inspires loyalty and warm feelings whenever they think of you! Now, dave has this new Book coming out in March, called The Art of People AND ELABORAT ON THIS, WING IT WOO
- To begin to wind this down, let’s briefly touch on the original social media. Thank you notes. IT’s a simple act that really just enforces everything we’ve been talking about, the power of emotionally connecting with those you are trying to work with.
- Now, there are heaps and heaps of information out there pertaining to social media, so I wanted to take you through the top 7 easy to remember things that are integral to winning the social game
- Thank you so much, we still have time for questions. After questions we’ll reveal our grand prize winner! What’s the difference between a fan and a follower? Could you tell us more about social ads? Learnsocialads.com What do you do with a negative review? What should the breakdown be for promotional and personal posts? How much does likeable Local cost? Likeablelocal.com/pricing Expert 299, pro 599, VIP 19.99