10 Social Media Tips for Your Business

Global Marketing

10 Social Media Tips for Your Business

@AmyHatDell

Global Marketing

MYTH: :REALITY

Social media wastes time It can be used efficiently

Source

Global Marketing

MYTH: :REALITY

LinkedIn is just a place to search for new jobs.

LinkedIn is a relationship building site

Global Marketing

MYTH: :REALITY

Social media should bring quick results

Social media is a marathon, not a sprint

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Social Media Matters To Business

90% of Inc.

500 companies use a major social media platform

60-80% Of

purchase decision in the B2B space are made through online research before contacting the company

77% Of buyers are

more likely to buy from a company if the CEO uses social media (Top Rank)

92% of people

delete emails & voicemails from people they don’t know.

53% of B2B

buyers follow social discussions about vendors they are considering (Top Rank)

Global Marketing

Social Media Matters To Sales People

82% of

prospects can be reached via social media

73% of salespeople using

social selling as part of their sales process outperformed their peers & exceeded quota 23% more often.

54% of social

salespeople have tracked their social selling back to at least 1 closed deal.

8x more engagement

on employee posts than company accounts.

40x more

likely to turn up in a LinkedIn search if your profile is fully completed.

Global Marketing

Your social strategy needs as much forethought as any other business process

@AmyHatDell

1. Planning

2. Listening

3. Engaging

4. Measuring

Idea 1: Write up a plan According to CRM industry analyst, Brent Leary: “Strategic users are almost 3xs more likely to execute activities for engaging prospects than informal users (53% vs. 19%)”

Source: Brent Leary’s Strategically Social: 5 Keys to Becoming a Social Business

Global Marketing

Questions to Ask in the Planning Stage:

• What are the organizations’ goals? • What is the business plan? • What is the current relationship with our customers? • What is the relationship we want with our customers?

How does social media support these goals? Idea 2: Tie social media to your business and customer objectives

@AmyHatDell

I think it starts with understanding what the organization’s goals are…part of the problem is that too many people want to jump into a Facebook “strategy” or a Twitter “strategy” – Shel Holtz

Source: Shel Holtz: http://labs.openviewpartners.com/shel-holtz-talks-content-and-social-strategies/

Global Marketing

Questions to Ask in the Listening Stage

Idea 3: Identify and target your community • Any social strategy first begins with listening to feed & inform your strategic

plan • Listening should be for conversations about the company, product(s),

category, competitors and the industry

• By listening, you gain insights on what people are talking about & how they talk about companies and products

– What are people saying about your brand? – What are the popular topics about your brand? – Who are the advocates, detractors and influencers in your industry? – Where are the conversations happening?

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Global Marketing

Listening to conversations: free tools

@AmyHatDell

Twitter.com/Search Google.com/Alerts Socialmention.com

Idea 4: Sign up for free Listening tools if you haven’t already…

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Listening For Insights…

What insights do you gain from listening to your customers?

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Listening For Insights…

What can you deduce from the company announcements?

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Standard conversation values for engagement:

• Authentic • Personal • Transparent • Inclusive • Honest • Conversational • Educational It’s not just about being out there and participating, it’s about being authentic and bringing value

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Global Marketing

Engagement: How to get started…

Twitter • ReTweet relevant, useful content and provide comments • Reply promptly • Tweet at events with hashtag --#WBENCconf LinkedIn • Provide status update • Share business relevant content Blogs • Post a comment on relevant blogs Slideshare • Upload most recent, relevant presentation • Tweet, LinkedIn, Google+ that you uploaded presentation with link to share

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Global Marketing

Content rules – 80/20

• People more likely to do business with a friend • You need to make friends to influence people • Follow 80/20 rule: 80% to support others and

20% self promotion • Being real on social media makes 80% target

easy to reach • When you share a great article or blog post,

use their twitter name

@AmyHatDell

Global Marketing

When the social salesperson joins conversations

• One size does not fit all

– Etiquette varies

– Topics vary

– Community rules vary

– Ability to talk about your offerings varies

• Listen before you speak

• Do not join a discussion with transactional content

• Focus on adding value to the conversation above all else

Watch to see what types of posts/content get positive responses and plan your content accordingly

Global Marketing

Identifying good content to share:

• Idea 5: Follow Industry Thought Leaders What publications do you already read?

› Follow their Twitter account

› Share content from their site directly to social platforms

– Follow customers, partners and your industry thought leaders

– Follow @SmallBizLady (twitter) – Stay up to date with industry blogs

@AmyHatDell

Melinda Emerson @SmallBizLady Forbes #1 Influential Woman for Entrepreneurs, Host #SmallBizChat,

Followers: 234,321

Following: 19,326

Key Influencers: Small Business:

New York Times @NYTSmallBiz Wall Street Journal WSJBmallBiz

Melinda Emerson @SmallBizLady

Alfred Edmond Jr @AlfredEdmondJr

Marketing/Advertising:

Liz Strauss @Lizstrauss Brian Solis @briansolis

Human Resources:

Society for Human Resources @SHRM_Research

Monster @MonsterWW

Technology Media:

TechCrunch @techcrunch

Wired Magazine @wired

Social Media:

Charlene Li @Charleneli Jeremiah Owyang @jowyang

Customer Experience:

Jackie Huba @JackieHuba

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Online curated sites for relevant content:

Idea 6: Vary your content and keep target audience in mind Lionel Menchaca’s, Dell’s former Chief Blogger, recommendation:

techmeme

Guy Kawasaki recommendations:

Juice

My recommendation:

LinkedIn Pulse Klout Websites you are already reading

@AmyHatDell

Global Marketing

Customer Experience

Social Outreach team formed in 2006 • Tech support experts were then hand-

selected for their tech problem-solving expertise and superior interpersonal skills

• On average team addresses 5,000 posts a week in 14 languages

– 98% resolution rate – 50% ranters to ravers conversion – Team proactively developing helpful

content based listening and engagements

• Idea 7: Listen to your customers to determine relevant content needs @AmyHatDell

Global Marketing

Increasing fans and followers:

• Idea 8: Adopt a relationship mindset. Just as you do with your friends, engage fans and followers in meaningful ways

– Keep asking questions – Create virtual projects

› Brainstorming for a campaign or raising $$ for disaster relief

– Celebrate follower activities & achievements – Add value

› Give sneak peeks, exclusive content and special promotions

– Complete the circle › Tie off the communication: Thank them for reaching out and ask if

you can be of additional assistance

@AmyHatDell

Global Marketing

• First step to controlling your online identity and defining your brand

• You have 8 seconds to capture their attention

• Ensure your profile is complete—it is not a resume.

Complete your LinkedIn profile

DID YOU KNOW? LinkedIn estimates you’re up to 40X more likely to turn up in a search if your profile is complete

@AmyHatDell

Global Marketing

Personalize your connection requests

Good Bad

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Build stronger relationships by bridging social & in-person

• Idea 9: Take advantage of in-person interaction to deepen relationships • Events are powerful opportunities to build relationships • Recommended tools: Twitter & Slideshare

– Offer inside access by “live-tweeting” during the event & use hashtag – Join conversations to share your thoughts and opinions – Connect with influencers attending or covering the event – Post-event, share presentations on Slideshare

@AmyHatDell

Global Marketing

Networking at events

• Ask people you meet if they are on Twitter or LinkedIn

• Follow on Twitter and send LinkedIn connection requests quickly

• Include your Twitter handle and LinkedIn URL on business cards

• Use social media to continue relationship building after the event

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No single measurement for social media success • Idea 10: Select key performance indicators based on your objectives

@AmyHatDell

Influence Ex. # page likes,/shares, external RTs, #

of subscribers

Advocacy Ex. Message delivery, sentiment,

recommendations

Insights Ex. Cost savings over focus

group/surveys, campaign insights, competitive insights

Awareness Ex. Monthly gross impressions, # of

fans/followers

Engagement Ex. Total interactions, # fan

photos/videos, % engaged on page, comments/posts

Support Ex. Questions answered, # of avoided

support calls

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Social Media data is vast

@AmyHatDell

Get Organized:

• Determine relevant media for key performance indicators

− Facebook, Twitter, Blogs, Message Board, Forums

• Decide on data collection process

− Web crawler, API, screen shots, exports, etc.

• Define cadence

− Real-time feeds, daily reports, weekly analysis, monthly scorecards

• Measure Impact − What influence will improvements

have on business goals

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Types of success metrics aligned with goals

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Reach

Social Impact

• visits, pages viewed, navigation paths, links clicked

Influence

Customer Impact • likes, re-tweets, sentiment, forwards, membership

Outcome

Business Impact • sales inquiries, new business leads, customer loyalty

Global Marketing

Top Ten Ideas:

Idea 1: Write up a plan Idea 2: Tie social media to your business and customer objectives Idea 3: Identify and target your community Idea 4: Sign up for free Listening tools if you haven’t already… Idea 5: Follow Industry Thought Leaders for content inspiration Idea 6: Vary your content and keep target audience in mind Idea 7: Listen to your customers to determine relevant content needs Idea 8: Adopt a relationship mindset. Just as you do with your friends, engage fans and followers in meaningful ways Idea 9: Take advantage of in-person interaction to deepen relationships Idea 10: Select key performance indicators based on your objectives

@AmyHatDell

Global Marketing

Top Ten Questions Executive should ask:

Question 1: How will social support my business goals? Question 2:What is the conversation volume and sentiment about my business, products or services? Question 3: Which online communities are important to my business and is my team involved in those conversations? Question 4: Are there other technology conversations taking place that my team should be a part of and if so where? Question 5:Are there specific content gaps or customers questions that aren’t getting addressed? Question 6: Who are my industry’s Influencers? Question 7: Which of my customers are online? Question 8: Am I connected with our most important customers online? Question 9: Have I identified subject matter experts on my team to connect with those influencers? Question 10: Am I taking advantage of customer feedback and insights via social media?

@AmyHatDell

Global Marketing

Make time for social media

@AmyHatDell

• Add 30 minutes to your calendar 2x a week to listen or engage in social media

• Don’t go overboard – just start with 1-2 platforms

• Download social applications to your phone

• Find a social media mentor

• After a customer meeting, thank the customer in social media

• Use relevant hashtags to connect with event attendees, speakers, etc.

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THANK YOU!

Connect With Me! [email protected]

linkedin.com/in/AmyHeiss

@AmyHatDell