Using Social Media to Stand Out From the E-tailing Crowd
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This document provides tips and strategies for using social media and other online channels to market and promote a business. It discusses how social networks like Facebook and Twitter can be leveraged for customer engagement, promotions, and word-of-mouth marketing. Specific tactics recommended include maintaining a business presence on popular sites, engaging with customers, broadcasting special offers, and syndicating helpful content across multiple online platforms and email newsletters to build awareness, generate leads, and strengthen customer relationships.
![“More than half of all online shoppers use Facebook, and among those shoppers who engage in social media, 81% are on Facebook…[O]nly a quarter of the top 100 online retailers by sales volume have a formal Facebook presence, and another quarter have less than 10,000 fans.”--MediaPost, 2/9/10, quoting ForeSee research“Of the 69% of online shoppers who say they use social media sites, 56% choose to proactively interact with companies on social sites by friending or following at least one retailer. This is an amazing testament to customer loyalty.”--MultiChannel Merchant, 2/16/10, quoting the same studySocial Disconnect](https://image.slidesharecdn.com/gillinlistrak-100919185900-phpapp01/85/Using-Social-Media-to-Stand-Out-From-the-E-tailing-Crowd-26-320.jpg)
Using Social Media to Stand Out From the E-tailing Crowd
- 1. Using Social Media to Stand Out From the E-tailing CrowdPaul GillinAuthorThe New InfluencersSecrets of Social Media MarketingSocial Marketing to the Business Customer1
- 2. Chaos TheorySmall Is the New BigLess Marketing is More MarketingGain Control By Giving Up ControlPublication Is a Beginning, Not an End
- 3. The Way We WereMessage
- 4. Impressions
- 6. Retention
- 7. CPM
- 8. Recall
- 10. Coverage
- 11. Rate BaseThe Media in CollapseAverage age of US daily newspaper reader: 57Reduction in US newsroom staffs since 2001: 45%US Magazine CirculationGrowth in NBC prime time audience, 2008: -14.3%Age of average network evening news viewer: 63
- 13. People StreamsSource: Elliance, Inc.
- 14. New Media FactsFacebook is the fastest growing consumer product in history
- 15. Word-of-mouth marketing spending will hit $3B by 2013
- 16. 93% of B2B buyers use search to begin the buying process
- 17. Direct-mail spending is expected to decline nearly 40% by 2014
- 18. 80% of IT decision-makers say word of mouth is their most important source when making buying decisions
- 19. Google Processes 38,000 search queries every secondSurvey of 105 Marketers, April, 2010
- 20. No One Needs to Listen AnymoreIf You’re Not Helping, They’re Not Listening
- 21. New World ProspectingOUTBOUND Bottom-up lead genEnhanced lead qualificationMultiple points of engagementINBOUND SEOBlogsTwitterContent PremiumsWord of Mouth
- 22. The Funnel Is FlatteningSource: Monitor
- 24. Thanks to Web Analytics…March 30Prospect reaches website through search query "small business accounting," views four pages and subscribes to newsletter.April 4Prospect responds to e-mail invitation for "Choosing Small Business Accounting Software" webcast 30 minutes after e-mail is sent.April 9Prospect attends webcast, stays 45 minutes and submits a question related to legal practices.April 10Prospect clicks link in webcast summary e-mail to visit product description page. He downloads PDF of product brochure about software for legal practices.April 12Prospect downloads trial version of your small business accounting software for legal practices.Oh, the Things That You’ll Know!
- 25. Credibility Through ValidationSource: Elliance, Inc.
- 26. “More than half of all online shoppers use Facebook, and among those shoppers who engage in social media, 81% are on Facebook…[O]nly a quarter of the top 100 online retailers by sales volume have a formal Facebook presence, and another quarter have less than 10,000 fans.”--MediaPost, 2/9/10, quoting ForeSee research“Of the 69% of online shoppers who say they use social media sites, 56% choose to proactively interact with companies on social sites by friending or following at least one retailer. This is an amazing testament to customer loyalty.”--MultiChannel Merchant, 2/16/10, quoting the same studySocial Disconnect
- 27. Useful – Or InvisibleA Google Search for “Personal Computer” Gives You…Not a single computer dealer appears in the top 1,000 search results!
- 28. Blogging for Business73 blogs17 bloggers600% jump in leadsTop quality“Get engineers talking to engineers and get everyone else out of the middle.”Rick Short, Marcom Director
- 29. The Fastest Way to Get Noticed…But remember it’s about thought leadership, not pushing products
- 30. What You’re Looking ForSearch VisibilityPersistent LinksContent SyndicationWord of MouthTargeted CommunitiesConversation
- 31. Link Love
- 32. Facebook is the New Home PageTip: Test promotions here before rolling them out in a direct marketing campaign
- 33. The Power of 130The average Facebook member has 130 friends, who each receive notifications of their network’s Facebook activities
- 34. Twitter Is the New Talks RadioHundreds of e-tailers are using it to broadcast specials, find customers and engage in conversations with their customers
- 35. A Versatile ToolPromotionsContestsAggregatorsMarketingTip: Search for people asking questions about your products or services. Those are potential buyers!
- 37. New Publishing LifecycleBegins as a tweetBecomes a blog postCreate modular, reusable content that can be displayed via multiple mediaFeeds a podcastThat gets tweeted!Stokes a white paper
- 39. Customize the MessageHey, Bobby:Dear Robert:Duuuuude!@bob:
- 40. Social Users Engage Differently
- 41. E-mail Binds Your Community Together!
- 42. Generate Leads
- 43. Spread the MessageCorporate websiteFeed AggregatorPartner websiteEmail Newsletter
- 44. Social media for awareness, e-mail for retention
- 45. Be consistent, constructive and helpful
- 46. Offer multiple entry points: something for everyone
- 47. Promote through every possible channel
- 48. Help, don’t sell
- 50. Invite feedback wherever possible
- 51. Drive traffic to other channelsIn Summary
- 52. Thank you!Site: gillin.comBlog: paulgillin.comTwitter: pgillinPaul Gillin508-656-0734paul@gillin.com