Starting Fresh in Social Media
January 25, 2013

Introduction
• About Me
– Director of Marketing and Product Development for GWI
– Telecom marketer since 1997
– @trevorjones71
– linkedIn.com/in/trevordjones
– Passions: Outdoors, technology, social media, music
• About GWI
– Maine based since 1994, based in Biddeford
– Internet access, phone service, cloud computing for home and business
– Serving 60 communities statewide
– www.gwi.net
– @gwimaine
– youtube.com/gwimaine
– facebook.com/GWIInc

Why Use Social Media?
• It’s where your customers are
– 56% of people use social networks
• Engage with your customers
– They talk about you whether you listen or not
– Reviews and sentiment impact sales
– You can turn a bad situation around
• Be a thought leader
– Share content
– Educate, inform, influence
• Improve your site’s performance in search
– Blended search
– Social search

What’s
Blended
Search?
Google only allows
any given site two
listings in organic
results, but with
photos and videos
you can dominate
page 1 of Google.

What’s
Social Search?
• 71% of customers
report that a
recommendations from
friends exert a great
deal of influence in
purchases.
• 90% trust online
recommendations from
people they know.

Before you Begin
• Know your customer!
– Do some research
– Develop buyer personas
• Develop your goals
– Why are you doing this?
– Be S.M.A.R.T.
• Be committed
– Social media requires at least
an hour a day from YOU!

Which Networks?
• Facebook
– 800 million active users
– Drives the most purchase actions
– Facebook users spend the most time on site
• Twitter
– 200 million active users
– Tend to be more frequent posters
• LinkedIN
– 160 million active users
– Generates the best quality leads for B to B
• Google+
– 100 million active users
– Integration with Google search, Picasa, etc.
• YouTube
– 800 million monthly unique visitors
– Second most used search engine
• Pinterest
– 23 million monthly unique visitors
– Drives the second most purchase actions (21%)

Getting Set Up
• Secure your profile/page names
– http://namechk.com checks availability on multiple sites at
once
– Reserve your name by setting up accounts
• Set up your profiles
– Take advantage of all the space they give you
– Photos are important – choose carefully
– Consider SEO
– Link back to your website.
• Integrate with your web site
– Links to social profiles
– Social media sharing widgets on your content

Now What?
• Start by listening
– Engage where appropriate
– Be responsive
• Get some content
– Curate and share other’s content – Contribute value!
– Write a blog
– Photos and video
– Be consistent
• Share content
– Entertain, inform, educate
– Share 10 times between sales messages

The Value of Being
Responsive
1.
2.
3.

The Value of Being
Responsive

Building An
Audience
• Basics
– You’ve already taken the first step – you’re posting!
• Choose engaging content that will draw likes and comments
– Get your employees to like your company page
– Share with your Facebook friends
– Link from your website and other social profiles
– Share via your email list, voicemail system, etc.
• Next steps
– Facebook ads
– Contests/sweepstakes
• Consider: Will these be engaged followers?

Building An
Audience
• Basics
– Follow people and businesses relevant to your customers
• Participate in conversations
• Retweet
– Start tweeting!
• Choose engaging content that will be retweeted
• Use #hashtags to join relevant conversations (Use saved searches)
– Get your employees to follow you
– Link from your website and other social profiles
– Share via your email list
• Other methods
– Promoted Tweets
– Contests/Sweepstakes
• Will these be engaged followers?

Two Helpful Social
Media Apps
• Both Enable:
– Organizing, monitoring, and scheduling posts on multiple networks
– Offer free and paid versions
– Apps generally harm your Facebook EdgeRank
• Hootsuite
– Largest number of networks.
• Facebook, Twitter, Google+, LinkedIN, Foursquare, MySpace, WordPress, Mixi
– Analytics (basic for free, enchanced extra)
– RSS Integration
– iPhone and iPad
– Share responsibilities with teams using paid version
• Tweet Deck
– More options for sharing images, link shortening services
– Owned by Twitter, more like the native Twitter interface
– Only one Facebook account
– No iPad app

Measuring Success
What to measure How to measure
• Audience size • Track in Excel
(likes/followers)
• Sentiment • Socialmention.com
• Engagement (people • Analytics tools
talking about and – Facebook insights
interacting with your – Hootsuite analytics
page/profile). – Google analytics
• Conversions (leads) • Links and tagging
• Sales ($$) • CRM and Closed-Loop
Reporting

Questions?
THANK YOU!