Social Media Marketing: From Mystery to Mastery Part 1 Presented by Linnea Blair Advisors On Target May 26, 2011

Questions Do you feel that you don’t fully understand how Social Media can benefit your company? Do you know that Social Media is an effective way to market your business but you aren’t using it well enough to get results? Are you constantly bombarded by companies trying to get you to pay money for Social Media services you don’t fully understand?

Answers How Social Media can benefit your company Learn to use Social Media an effective way to market your business and get results Find out when (or if) you should consider spending money for Social Media sites or services

During this class you will: Discover how to maximize your professional profile and company listing on social media sites Learn effective relationship building strategies for social media Find out about new opportunities and features of social media sites Learn to leverage your online time by using some easy social media shortcuts      Online Social Networks mirror Offline Social Networks. Cutting edge Contractors are using Social Media as part of their Marketing Strategy. This low cost relationship marketing can pay off for contractors as your target markets spend increasing amounts of time online. Learn how your business can easily create an effective presence on LinkedIn, FaceBook and Twitter. This workshop will explore the value of using online social media as a piece of a marketing strategy to gain referral business from existing clients and referral partners as well as contribute to the overall online business presence.

Where do you get most of your business? Existing Customers Referrals from: Customers Business Contacts Referral Partners Let’s start with how you typically get business. For the majority of painting contractors the largest source of business is your existing customers who do repeat business with you followed by referrals from customers, referrals from alliances with other related trades or professions (contractors, interior designers, property managers, etc) and referrals from business contacts and networking groups. All of these have one thing in common – relationship

It’s all about relationships! Online networks mirror offline networks.  Leverage the power of your current business relationships and build new ones by creating an effective social media marketing strategy. Social Media should be just a part of an overall relationship marketing strategy to: Expand your ability to be “top of mind” Expand your audience Educate clients, prospects and referral partners about what you offer Many of the people you are connected to online are the same people you know offline. Think about it this way: if you can connect with your current contacts through social media as well as in person, you expand your ability to be top of mind with them and become connected to their networks. This is a strong starting place from which to approach social media.

Does my business need Social Media Marketing? 31% of business owners don’t use social media because they don’t believe their customers use it Do some analysis and competitive research Try it out to determine best sites for your business

Social Media can be confusing… What types of Social Media are out there What’s best for your business? How to use Social Media as an effective marketing tactic without spending a ton of time

Why Social Media? People do business with people they know Social Media sites are a good connectors Lots of people are participating Social Media Participants tend to be “influencers” Low Cost Marketing Most sites are free – your cost is time Good Search Engine Optimization from top sites Opportunity to get your business in front of more eyes

Let’s start with the “big three” social media sites

Why Facebook? Over 500 million Facebook users 206 Million are in US 72% of US Internet users are on FB 30% of Facebook users in the US are over 35 Almost 20% of US Facebook users are over 45 More than 50% are Female Most of America’s biggest brand advertisers are working with Facebook Stats show they’re reaching users across the age spectrum

More Facebook Stats 50% of users log in daily Average user has 130 friends 700 Billion minutes a month are spent on FB 20 Million Apps are installed per day 250 Million people interact with FB monthly from Outside the official website 200 Million people access via mobile phone

Source: OnlineSchools.org

57% of people talk to each more online than they do offline

Facebook Features Facebook Personal Profile Facebook Groups & Community Pages Facebook Business Pages (formerly Fan Pages) Facebook Places Facebook Ads Networking on Facebook Social Media Applications & Link Options Facebook “Like” Button on other sites

Your Personal Profile Purpose Privacy Applications Decide: Personal or business…or both Privacy Use Settings, Lists, Online Status Applications Choose wisely (and watch out for those who don’t) Connect to Business Page Ban the “suitcase” News Feed Views Check to View All

Personal vs Professional Presence Decide whether to keep personal profile primarily for friends and family or use for business Limit the amount of marketing you do on your personal profile Some crossover is inevitable for some small businesses that revolve around an individual Drive traffic and fans to your Facebook Business Page

Create a Business Page Add a Professional Profile Photo or Logo Write a good summary – use key words Add your websites Add content – photos, videos Create a custom URL for distribution Add Events Link Applications to Blog or other networks Drive people to your page

Use Facebook Effectively Visit often Update status Post items of interest (add value) Look for opportunities to grow network Communicate with groups Communicate with key people Find other relevant pages to “like” and Comment on relevant posts

Twitter Features Short 140 character status updates can generate quick interest Post from Smart Phone/Website or Twitter client Link feature to Facebook Page, LinkedIn Profile or blog can expand your social media reach

Use Twitter for Networking Follow relevant people Connect on common topics #Hashtags, Lists, Trends RT - Retweets DM - Direct Messages @ - Replies

Why LinkedIn? 100 Million Users 47% are in North America Most credible professional online network Commonly used in the business world Having a LinkedIn profile is becoming the norm Enhance your offline networks - online

LinkedIn Features Professional Profile Company Profile Groups Polls Answers Events

Enhance Your LinkedIn Profile Current and Past Positions Add a Professional Profile Photo Write a good summary – use key words Edit your LinkedIn URL Add your websites & Edit titles Add Blog feed Use Apps – Video, Slideshare, Tweets etc. Add relevant affiliations Get & give recommendations

Network on LinkedIn Visit often Update status frequently and strategically Look for opportunities to grow network Communicate with network Set up a group Join groups Communicate with groups Add events Use answers area

How to use Social Media sites Facebook Use to connect with personal friends/family Use for business Create a Facebook Business Page Use to broadcast interesting news and promotions to your network LinkedIn Use to connect with professional connections Use to expand your professional network Use to broadcast what you are doing professionally to your business network Twitter Use to broadcast interesting items to your network – social or business Use to create a buzz and expand your network Use to entice people to buy, act or sign up for something

Make it easy – one post goes to more than one place Link Your Social Media Make it easy – one post goes to more than one place Be careful that you don’t create lots of duplicates with too many linkages! Make it easy – one post goes to more than one place Be careful that you don’t create lots of duplicates with too many linkages!

A word about video Video is a powerful marketing tool If you have your own videos: Post to your Facebook Page Post intro video on LinkedIn Post links on Twitter Create a You Tube Channel

Social Networking: A word to the wise “Google” yourself – you already show up online Manage your online presence Decide how you want to use social media and connect accordingly Be consistent across personal and professional spheres Make use of privacy settings Be deliberate about connecting applications between social networking sites Be smart and be aware

Claim Your Presence – it’s already there! Google Places (Maps) Yelp Directory sites: Merchant Circle Kudzu Manta Hot Frog Etc: Check your area for ranking directories Rule of Thumb – Do not pay for these sites

Leverage Social Media to: Promote your business Network with clients and referral partners Increase Professional Credibility Expand Your Web Presence Drive traffic to your website Build Brand Awareness Generate Leads!

Social Media Marketing – From Mystery to Mastery 3 Thursdays in June - 3 In-Depth Classes on Implementing Social Media in your business! June 2 – Power Up Your LinkedIn Network June 9 – Your Business on Facebook June 16 – Tweet & Connect June 23 – Bonus Session – Q & A Sign up today: advisorsontarget.com/events Investment is just $147 for all 4 sessions

Need Help Getting Started? Social Media Package: Here is what we do: Set up and/or Optimize Your LinkedIn Profile Set up Your Business Facebook Fan Page Set up Your Twitter Account Link your social media accounts to automatically update each other Link your Blog to your social media accounts Coach you on developing your networking strategy using social media in a way that works for you

Connect with us online We share information that we discover to help you market your business online as well as other information that is relevant to running a successful business Connect on LinkedIn http://www.linkedin.com/in/linneablair Follow on Twitter http://twitter.com/AdvisorOnTarget “Like” the Advisors On Target Facebook Page! http://www.facebook.com/AdvisorsOnTarget

Contact me for more information about managing your online success ! Advisors On Target Business Coaching & Marketing Consulting Linnea Blair Office: 619.291.3700 Email: Lblair@AdvisorsOnTarget.com Web: AdvisorsOnTarget.com Twitter: AdvisorOnTarget Facebook: facebook.com/AdvisorsOnTarget LinkedIn: linkedin.com/in/linneablair