Your Host Mark Claypool

Transcription

1 Social Media Marketing Strategies for Business Your Host Mark Claypool CEO of Optima Worldwide, Select Tech (SOP MD) Founder of Work, Former Executive Director NABC, I-CAR Education Foundation Co-Founder of the Collision Industry Foundation Over 27 Years Of Experience in Workforce Development, Business/Education Partnerships, Apprenticeships, Project Management Services, IT and Web Presence Management Contributing Editor- Body Shop Business Magazine TeamUSA Leader- World Skills Championships What We ll Cover Today (Facebook/Twitter) Setting Up Your Accounts for Success Securing Followers/Fans The Development of Content- Why Would People Want To Follow You Online? Optimization (Driving Your Search Engine Ranking 1

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3 Because most of your customer/client base is likely on Facebook, MySpace, Twitter, etc. and use YouTube Facebook alone has over 600 million active users and adds over 500K new users every day Twitter has over 75 million users who Tweet more than 50 million times a day 3

4 33% use social media sites to research products/services 47% say social media sites influence their decisions to purchase products/services 26% changed their minds after reading something on social media sites 78% of consumers trust peer recommendations 4

5 The incredible growth of these networks undeniably tells us that there is a strong desire to connect with other people around common themes and interests This provides business (YOU) with a whole new avenue for communicating, relationship building and selling online Social media sites are the fastest-growing category on the web Doubling in traffic over the last year The POWER to define and control a BRAND is SHIFTING from corporations and institutions to INDIVIDUALS and COMMUNITIES. 5

6 Traditional marketing Monologue has become a Dialogue We re Moving From Pay To Play To Play To Play SMM give business a chance to keep the local public informed about your business, or just let them know that you are there and a PARTICIPANT in something they participate in themselves 6

7 Frequent Tweets and posts on Facebook will keep your business in the forefront of the public s mind. They ll know what you do and be more likely to turn to you when they need your services. With social media a part of so many people s day-to-day lives You cannot afford to be on the outside looking in on the online conversation (or not looking at all!) We want more of something Customers/Sales Brand awareness- BUZZ Time in the day 7

8 Setting Up FACEBOOK Tips for doing it right Setting Up Your Accounts for Success Facebook Create a company Facebook account DO NOT simply use the personal account of one of your employees. It should be a new account in the company's name, and not Fans of Add some basic profile information and a picture. This is not critical, since this is a "personal" profile, and the majority of your focus will be on the Facebook LIKE page. The page name should be the company, "ABC Auto Body," and should be created as a Local business, Vehicle Service 8

9 Setting Up Your Accounts for Success Facebook Edit Profile information - add as much information as possible Add a Profile picture - this should be either a picture of the owners (ideally) or a professional picture of the front of the building. Make it personal, make a connection. Add some photo galleries Showcase the building, inside and out Show the staff Before and after galleries Social media is all about building trust and giving your business a friendly and personal face. Setting Up Your Accounts for Success Facebook Optional - Post some Discussions. Pose some questions and give people the opportunity to respond. Examples: "Questions about Collisions: Have you been in a collision? Do you have questions about what to do, who to call, how the repair process works? Post them here!" Optional - Look around for other Apps. Add video, etc. Setting Up Your Accounts For Success Facebook 9

10 Facebook Reports Facebook 10

11 Facebook Ads Facebook Advertising can be a powerful tool. A few tips: Pay for Clicks, not Impressions. If nobody clicks, you don't pay. Target your most engaged demographics - offer free car seat safety checks, car washes, discounts on detailing for example. Facebook Ads Always do it in such a way that you know where the traffic is coming from: "Print this Coupon," "Mention this Ad," "Visit Our Site," etc. Link to the most relevant page in your site for the given ad text, not just the home page. Measure the conversion value of this traffic using Google Analytics from your site. Setting Up TWITTER Tips for doing it right 11

12 Setting Up Your Accounts For Success Twitter Essential- An effective design that properly showcases the company's brand Start with a background image that captures the brand and colors of the company. There are a few different options: Create a tiled background that subtly, but clearly, displays the company's logo Create or modify a full-screen background image appropriate to your business and industry. Setting Up Your Accounts For Success Twitter Use a full-screen photo of your city/town if it's particularly distinctive, a source of pride. Particularly true for shops near major landmarks like the Golden Gate Bridge, etc. Use a full-screen photo of your shop, but only if it is a good, high-quality image. A photo with power lines, garbage, and a timestamp won't help. Once you have the background, choose your foreground design colors. If the background is a busy or dark design, the main background color should be white, and the text should be dark. Match link colors and titles to company colors when applicable. Try to use complimentary color palettes when possible. Setting Up Your Accounts For Success Twitter 12

13 Setting Up Your Accounts For Success Twitter Setting Up Your Accounts For Success Twitter Setting Up Your Accounts For Success Twitter 13

14 Setting Up Your Accounts For Success Twitter Setting Up Your Accounts For Success Twitter Securing Fans/Followers Promote it on your home page 14

15 Securing Fans/Followers Make up a flyer that is included in your paperwork upon delivery of the vehicle Securing Fans/Followers Verbally invite them, tell them why they should become a fan/follower Get online, search Twitter for who s in your area, what their interests are. Follow them If they see that you are following them they may visit your profile page, which should be full of information about you, become interested in you and start following you When you find discussions related to your business, chime in Website, Biz Cards, Brochures, Signature, Message on Hold, EVERYWHERE! Securing Fans/Followers QR Codes 15

16 Development of Content Content must be relevant and interesting Shared with ANYONE, allowing you to reach and engage more people, drive more awareness and business Development of Content If you post nothing but advertising no one will follow you Car care tips, Driving Tips, Local Events, Time Change, School Closings, Fun Facts, Funny Stuff. Prom, 1 st Responders Fresh stuff (minimum twice daily for Twitter, once a week for Facebook) Weekly specials on Twitter Monthly specials on Facebook Development of Content Share links Link shorteners Retweet Tag testimonials Reply to comments, ENGAGE in the conversation NOT ABOUT YOU IT S ABOUT WHAT YOU KNOW! 16

17 Link Them All Together For Social Media Marketing (SMM) purposes, link them all together, your website, Facebook and Twitter pages Questions? Mark Claypool Web Presence Management 1 Goal and 1 Goal Only Driving Traffic To Your Door Mark Claypool

18 Web Presence Management Web Presence Management 1 Goal and 1 Goal Only Driving Traffic To Your Door Website Design and Development Search Engine Optimization (SEO) Social Media Coordination Website Design and Development Free analysis of your existing site Domain name research and registration services Full time design team Affordable pre-designed templates Custom built sites fully optimized for search engines 18

19 4/20/2011 Website Pre-Designed Templates Premium Templates Custom Website Design Services 19

20 Website Hosting Low monthly hosting fees, only $14.95 Hosted On Optima Worldwide s servers Search Engine Optimization (SEO) If potential customers can t find you online, why waste the time and money? Optima Worldwide specializes in SEO Mike Anderson s Wagonwork site- now generating appointments per week Wagonwork website traffic up 60% in 45 days Social Media Management Building brand awareness Facebook and Twitter management- Who has the time? Optima Worldwide does it for you Weekly Facebook posts, customized with specials you provide Two Twitter posts per day during the week Fully integrated with your website Set up: $295 Monthly: $95 20

21 Web Presence Management 1 Goal and 1 Goal Only Driving Traffic To Your Door Mark Claypool