Objectives. Integrate Your Authentic Presence Online. B. Muller 1. Using Social Media and the Web For Growth and Service

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1 Integrate Your Authentic Presence Online Using Social Media and the Web For Growth and Service ACEP Conference May 31, 2015 Betsy Muller, MBA, ACP-EFT, CEHP Objectives n Describe 3 ways an online presence can posi1vely communicate the value you offer to the community you serve.. n What are 3 a:rac1ve features offered by a social media consolida1on applica1on such as Hootsuite.com n List 3 effec1ve ways to interact authen1cally with your audience on the web. Who am I? How can I help? Intention for this Program n To inspire YOU to reach out to clients in authen3c, ethical, efficient and cost- effec3ve ways to build your brand, serve and make money n Raise awareness & clear of blocks that keep you from online engagement. n Provide ac3onable 3ps to make it faster and easier than you expected B. Muller 1

2 Who are YOU?. Ways Online Presence Positively Communicates The Value of You. #1 Gives satisfied clients colleagues a place for praise and referral #2 Connects you and your business with like-minded people & groups. B. Muller 2

3 #3 Provides opportunities for deeper relationships over time. #4 Communicate with specific populations and demographics... u Topic- specific lists u Targeted Facebook ads and promo1ons u Messages for specific LinkedIn or Facebook groups u Twi:er Hashtags ie #EFT #5 Allows your participation to reveal opinions, share valuable information and inspire others. Consider Your Ideal Target Audience! u Basic demographics age, sex, race, income, location u Solutions they seek u Common problems they have u Economic considerations u Free time available - yours and the client u Frustrations u Values/beliefs u Other factors? B. Muller 3

4 Cost Effective Ways to Market All Can Result In +++ Online n Word of Mouth n Web site/events Calendar n to lists n Social Media/Events listing n Speaking/Community Programs n Blog/Article Writing n Referrals from prior attendees n Face to Face Meetings Why Bother? n Social Media is the new word of mouth and cost-effective n It is the primary way people can find out about you 24/7 n New customers 71% more likely to do business with someone referred through social media n Allows you to be seen as a trusted expert, be involved as a real person. Fortify Your Outreach With Energy Coaching What is holding you back? Group Coaching Intervention What is holding you back? What are you afraid of? What could you choose to believe or allow instead? B. Muller 4

5 Your Website is CORE (1991) n The magnetic hub of your marketing efforts n You own and control it n A place to engage with offers, links, list subscriptions and more (1980s) n 4.7 billion accounts n Ranked as Most Effective Marketing Tactic by both B2B and B2C n Drives 20%+ of revenues for nearly half of companies surveyed by DMA n Flexible, trackable and highly personal n Highest ROI of any direct messaging channel for Events for Newsletters B. Muller 5

6 JV s for List Building Pros: n New subscribers will join your lists with minimal effort n Exposure to another marketer's audience n Opportunity for another point of online search presence n Affiliation with a community of like minds JV s for List Building Risks n Too many s to your list can result in opt-outs and unsubscribes n Poor alignment with partner could erode the authenticity of your message LinkedIn (2002) n World s largest professional network 300 million users (1/3 in US) n Google content feed, keyword driven! n Allows industry-specific relevance and ability to contribute n Companies and people use it as screening tool. LinkedIn Profile Essentials n Photo 11x more likely to be found and connected! n A title that includes important keywords n Critical keywords used within your bio and past job descriptions n A complete profile (follow the steps) n Recommendations and endorsements (ask for these and give them to others) B. Muller 6

7 LinkedIn Facebook (2004) n 890 million active daily users, n Highest growth with women and baby boomers. n Pictures are HUGE! n Strong mobile use 1.9 billion active mobile users n Small fraction of fans/friends see what you post (unless you get likes,comments and shares OR PAY) Facebook (2004) Facebook (2004) n Highest traffic is weekdays 1-3 PM. n Best days Thurs & Fri. 18% higher traffic n Avg. time per visit is 20 minutes n 42% of marketers report it is critical or important to their business B. Muller 7

8 Facebook (2004) Facebook (2004) (2005) Twitter (2006) n 1 billion unique users n Most popular video site (4 billion video views/day) n >6 billion hours of video watched each month n 2 nd most powerful search engine after Google n 270 million active, 500 million tweets/day n 88% follow a brand, 78% using mobile device n Younger demographics vs. Linkedin and FB n Huge adoption by industry influencers n Great place to promote events, short announcements, customer service and links n Driven by #keywords n Tweets with image have 5X more engagement B. Muller 8

9 Twitter (2006) (2010) u Using RT retweet activity is 10x higher u Using action words like download +13% more engagement u Schedule tweets after hours - between pm is best time of day for retweet! u 72% of people who tweet a complaint expect a response in < 1 hour. u It s fine to recyle your tweets. Engagement is same! n 100% visual n 70 million users 80% are women n 20% of users buy something here n Blends nicely with Facebook (2011) n 500 million accounts (60% active) n Great for tech brands n 70% of users are men n Google Hangouts free hosting of multiuser video seminars B. Muller 9

10 Tips for High Engagement n Post pictures (53% more likes, 104% more comments) n Ask open ended questions. n Serve customers, solve problems, answer questions 30/70 rule n Interact with fans to humanize your brand. n Participate DAILY n Don t be a narcissist! Where to Get Pictures? n Take them yourself (phone camera!) n Search Google Images (check usage rights!) n Pinterest n Friend s posts Check Usage Rights on Google Consolidation of Messaging Hootsuite.com (and simple share Constant Contact) n One post goes to many channels n Quick application to shorten links n Can set up to post at a later time n Easily track specific content and multiple channels from a single access n Upgrade $14.95/mo post to GROUPS! B. Muller 10

11 Consolidation of Messaging Hootsuite.com (and simple share Constant Contact) Consolidation of Messaging Hootsuite.com (and simple share Constant Contact) 8 Easy Ways to Boost Your Authentic Engagement 1. Share photos - pets, office, travel 2. Ask a great ques1on, include your answer. 3. Post comments of support for others. Repost ACEP Content! 4. Thank people! 8 Easy Ways to Boost Your Engagement 5. Acknowledge colleagues 6. Recommend resources 7. Share reviews for business, services and products you appreciate. 8. Share a story or lesson to benefit others B. Muller 11

12 Cases and Examples Commit to What Fits! A new platform: A daily marketing habit: Growing your audience: Serving audience valuable content: Engaging as a conscious giver: Recommended Resources n Godin, Seth Permission Marketing, Simon and Schuster 1999 n Muller, Betsy Energy Makeover A Conscious Way to Stay Young, Have Fun and Get More Done!, Motivational Press n Peppers, Don and Martha Rogers The One to One Future 1996 n Rohrs, Jeffrey Audience Marketing in the Age of Subscribers, Fans and Followers Wiley 2014 n Constant Contact Free trial at B. Muller 12