Published on February 28, 2014
SOCIAL MEDIA & WHY IT MATTERS: PART 1 CHESTER COUNTY CHAMBER www.BadRhinoInc.com www.BadRhinoRumblings.com
WHO IS BAD RHINO? • • • • • Bad Rhino was founded in 2011 Office in Wayne, PA Team of 15 Social Media Marketers Clients locally and nationally Complete Social Media Management, Consulting & training • Website: www.BadRhinoInc.com • Blog: www.BadRhinoRumblings.com
TRADITIONAL MEDIA VS. SOCIAL MEDIA • Traditional Media: • • • • One-way Conversation Newspaper, TV, Radio, Billboards Does not allow for instant interaction between the business and community Limited analytics • Social Media: • • • • Two-way Conversation Facebook, Twitter, YouTube, Linkedin, Blogs, Pinterest, Instagram, Google+, Vine Allows for instant interaction and engagement for the business, customers, and community Advanced analytics and real-time tracking
SOCIAL MEDIA STATISTICS Your Customers Rely on Social Media • Over 1 Billion Users on Facebook (23% check their account 5X or more per day) • 97% of consumers use social media when researching local products and services • 53% of people recommend products, people, and places in their tweets • 56% of customer tweets to businesses are ignored (this is very bad!) • 90% of people trust online recommendations (only 14% trust traditional advertising) • More than 5 million photos are uploaded to Instagram every 24 hours
7 BUSINESS DRIVERS OF SOCIAL MEDIA 1. Enhance Branding & Local Awareness 2. Protect and Manage Reputation 3. Enhance Public Relations 4. Builds a Targeted and Loyal Community 5. Enhance Customer Service – 24/7 Constant Monitoring 6. Facilitate Customer Research 7. Drives Traffic/Sales
START WITH DEFINING YOUR TARGET COMMUNITY Important because it helps to determine content strategy, social advertising methods and keywords, and which social media channels to focus on. • • • • Age Male/Female/Both Location What are some other similar businesses that they may be following on social media – List 5-7 • Hobbies (particular sports, music, tv/movies, etc) • Are they married, single, or does it not matter? • Other random facts about your target market… get as detailed as possible Assignment: Define your market and community. List out each bullet point
FACEBOOK STRATEGY • Personal vs. Business Page • • Personal only allow maximum of 5,000 connections • Advanced Advertising & Apps for Business pages • Analytics only offered on business pages Daily Posts • • 1-2 Posts Per Day Mix of Promotion & Engaging (content calendar) • • • • Pictures & Videos of office culture, team, services, before/after, testimonials. Engaging Questions to build the community (Fill in the blank, true/false, multiple choice Links to website, blogs, industry and company updates, etc. Facebook is your Social Hub & Community Center • • Respond back to each comment & question. Tag users in your response. • Provide a great experience to mimic the great service they’d receive in person Optimization & Aesthetics • • • Attention to the About Page with links Update the Custom URL Attention grabbing Cover Photo & Profile Image
Custom URL/FB Username: facebook.com/BadRhinoInc What you don’t want: facebook.com/pages/bad-rhino-inc/7883773723834343
TWITTER STRATEGY • Personal & Business is the Same • Post More on Twitter Than on Facebook • • • 4-6 Tweets per Day Up to 140 Characters Use #hashtags • • Mix of Promotional & Engaging Tweets • • • • “We offer #HVAC services in #WestChester. Have a question? Tweet us here or visit our website LINK” Engaging Questions to build the community (Fill in the blank, true/false, multiple choice Links to website, blogs, industry and company updates, etc. Use Twitter to Locate & Engage Potential Customers & Clients • Enter search phrases or #hashtags • Tweet directly to people with an @mention AND follow them • Follow your competitors followers Optimization & Aesthetics • Optimize bio with keywords & link to website
FACEBOOK CONTENT EXAMPLES Sell Without Selling • Great Picture • Simple True or False • Call to Action at the End • 302 Comments • 152 “likes” • 5 Social Shares • 5,390 Viewed the Content • The post puts the image of the sandwich in the viewers mind, without saying “WE HAVE HOAGIES, come try them now!
Engaging – Fill in the Blank Sale Inquiry Below
Social Coupon Example • Promotional Coupon Post with a CALL TO ACTION • Each person commenting asked for the coupon • Bad Rhino sent a link to each person that requested a coupon, driving them to enter their email address to claim their coupon • Coupon posts are great for weekly content.
• • • • 135 Shares 425 “likes” 57 comments Amazing exposure for the community
EXAMPLES OF LOCATING CUSTOMERS ON TWITTER Location Search - Springfield
Lead Gained Through Targeted Following
Relationship Building & Company Name Monitoring
Develop Your Content Calendar • Come up with different content categories. Rate by importance. • Engaging Content/Community Interest (Jabs) • Fill in the blanks, multiple choice, questions • Promotional Content – Why you? (Right hook) • Content should be planned out weekly or monthly Assignment: Define 7-10 Content Categories
WHAT TO EXPECT FOR PART 2? • How to Manage Your Community without Losing Your Mind • Tools • Time Management • Advanced Customer/Client Location Strategies • Social Advertising • Twitter Follower & Keyword Tools • Social Contests/Promotions • Social Media Analytics • What to measure • Social Analytics Tools
QUESTIONS? Rich@BadRhinoInc.com Marty@BadRhinoInc.com http://badrhinoinc.com http://badrhinorumblings.com
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