Increasing Sales & Leads with Social Media
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Social Media Breakout Session for the 19th Annual Women In Business Conference at Butte College's Small Business Development Center
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Increasing Sales & Leads with Social Media
- 1. Increasing Sales & Leads WITH SOCIAL MEDIA Vanessa Penagos linkedin.com/in/vanessamp twitter.com/vanessamp
- 3. Average internet user will spend 5 years and 4 months on social media
- 4. AGENDA 1 Social media advertising Community Engagement Influencer Marketing 101 Real examples from businesses AGENDA
- 6. When do users follow a brand on social media?
- 7. Answer: It tends to happen before a purchase
- 8. Social Media Influence on Purchases Millennials ! 7 in 10 Gen Xers Gen Xers Baby Boomers 59% 50% 55% likely/somewhat likely to purchase from a brand they follow 62% Will likely purchase from a brand they follow Source: SproutSocial
- 10. Social Media Timeline Changes Oct 2009 Sep 2011 Aug 2013 Feb 2016 March 2016
- 11. EXPECTATION VS. REALITY IN SOCIAL MEDIA MARKETING
- 13. HOW CAN WE BEST UTILIZE THESE TOOLS?
- 14. DO WE NEED TO BE ON EVERY CHANNEL?
- 15. No B2B = LinkedIn, Twitter & Facebook B2C = Facebook, Instagram & Twitter
- 16. No BUT…A CAVEAT
- 18. SOCIAL LISTENING TOOLS • Hootsuite • SocialMention • Google Alerts • Mention • Simply Measured
- 19. HOW CAN WE GROW OUR AUDIENCE?
- 23. 70%MORE LIKELY TO CONVERT WITH REMARKETING Remarketing on Facebook 2 BILLION MONTHLY USERS
- 24. Remarketing on Facebook Source: LeadSquared
- 27. Source: Pinterest 200 million monthly users 60% 40% Female Male 10xMore likely to Purchase after seeing content on Pinterest Pinterest at a Glance
- 28. Pinterest’s Uniqueness = LONGEVITY 24 minutes 90 minutes 151,200 minutes 151,200 minutes
- 29. PROMOTING PINS
- 30. Pinterest Advertising Options • Building brand awareness • Boosting Pin engagement • Promoting an App • Driving site traffic
- 32. Nextdoor At A Glance Founded in 2010 40% Use Daily 70% Use Weekly Source: DMR 145,000 U.S. Neighborhoods and growing Founded in 2010 ~ 100 million users (by end of 2020)
- 35. • Avoid unsolicited posts (SPAM) • Make use of the tabs/sections • Events and Classifieds • Disclose your relationship to a business • Provide genuine recommendations and answers about businesses and services Nextdoor Best Practices
- 36. Generate Leads with Nextdoor • Create/claim your business page • Respond to requests seeking recommendations • Paid ads/sponsored posts (limited)
- 46. HIGHLIGHT CUSTOMERS OR COMMUNITY MEMBERS
- 47. 1-800-PetMeds Pet of the Week
- 52. UGC/Visual Commerce Tools • Curalate • Olapic • Wyng • Yotpo
- 54. YouTube at a Glance Only 9% of small businesses use YouTube for marketing 5 billion videos watched daily 180 million users in U.S. Source: Roadside
- 55. YouTube Example: Missouri Star Co.
- 56. Facebook Example: Fat Boyz BBQ
- 57. LIVE VIDEO
- 59. Facebook Live Uses • Introducing new products • Promoting an upcoming event • Behind the scenes • Interview employees or internal experts
- 60. 1-800-PetMeds Facebook Live Example
- 61. Facebook Live Tips • Invest in audio/video • Start with short videos • Reintroduce yourself often to new viewers • Space out other FB content • Consider Be.Live
- 62. RECAP ü Social advertising ü Community engagement ü Highlight customers/community members ü Implement video content
- 65. Source: Influencer Marketing Hub
- 66. • What goal do I have with influencer marketing? • Are there influencers already in my industry? • What could I offer in exchange for their audience’s reach? Questions to Ask
- 67. Influencer Types • Mega influencers/celebrities • Thought Leaders • Platform-Specific “Sensations” • Bloggers • Micro-influencers (existing customers)
- 68. • Reviewing products or services • Hosting a giveaway • Instagram takeovers • Twitter Chats Influencers Can Help With
- 70. Tools to Find Influencers • Followerwonk • BuzzSumo • Klear • SimplyMeasured • MAVRCK
- 73. 2000 2009 2015 2017 FTC Endorsement Guidelines Timeline Sony, Warner Bros. and Lord & Taylor in violation of FTC endorsement guidelines FTC sends letters to 90 influencers over endorsement guidelines
- 75. FTC Compliance + Influencer Marketing • Ensure all “material connections” are disclosed • Disclosures should be clear and conspicuous which means the disclosure is: • Placed above the “more” button in an Instagram post • Not hidden in a comment or with dozens of hashtags • Use #ad, #sponsored and place it at the top of the post • Refrain from vague or confusing disclosure hashtags such as #sp, #partner, etc
- 77. 1-800-PetMeds KPIs • Response time on social media • Leads from contests/giveaways • Referral traffic • Sales
- 78. Examples of KPIs • Email/newsletter sign-ups • Contact form inquiries • Trials • Webinars • Purchases • Downloads of content • (Whitepaper, ebook, etc.)
- 79. Tracking Social Media Activity TOOLS: • GOOGLE ANALYTICS • • GOOGLE URL BUILDER • BUFFER • HOOTSUITE • PROMO CODES
- 80. Social Media Do’s & Don’ts DO: • Have goals for your social media strategy • Engage with your users/customers • Use it as a feedback channel • Test and experiment DON’T: • Aimlessly post • Spam • Use photos/videos from users without asking permission • Be afraid of new platforms & tools
- 82. UPPERCASE MAGAZINE “For the creative and curious”
- 85. WEIGHT WATCHERS
- 86. WEIGHT WATCHERS
- 87. WEIGHT WATCHERS
- 88. STITCH FIX
- 89. STITCH FIX
- 90. STITCH FIX
- 92. THANK YOU RESOURCES: https://bit.ly/WIBC-Social-Resources SLIDES: https://bit.ly/WIBC-Social-Slides