How to Leverage Social Media to Grow Your Business

By Ja-Nae Duane

• Ja-Nae Duane

• @TheSunQueen

• Director of Social Media, Overdrive Interactive

• Author: “How to Start Your Business with $100” & “How to Create a Revolution: a Step-By-Step Guide from History’s Social Influencers”

About Instructor

Quick Overview

Technology Has Come a Long Way

As Well As How We Interact With It

Before

Now

1 Out of Every 8 Minutes is Spent on Social

Source: minutesteak.co.uk

CHART OF THE DAY:Facebook’s Unbelievable Effect on The Rest of the Web (June 24, 2011)

Measuring ROI form Social is #1 Challenge

Problem: Marketing is fragmentedEconsultancy 2010

Integrated Digital StrategySearch Engine Optimization

Paid Search Management

Online Media

Social MediaCreative, Website

Development

Email, Marketing

Automation

Analytics

DigitalStrategy

“And Then What?”

ConvertCaptureDrive

Optimize

Overdrive Marketing InfrastructureYour Brand

List all the ways you intend to drive site traffic (banners, SEM, SEO, etc):

List your offers, calls to action and conversion points of contact (house ads, landing pages, micro sites, Facebook tabs, etc.):

List all of your post data capture actions (triggered events, email, phone calls, tweets, status updates, thank you page offers, etc.).

How are you continuing the engagement or relationship?

What are you measuring? (Clicks, actions, leads, cost per lead, sales, cost per sale, etc.):

Problem:

Recommendations lack staying power

Problem: Recommendations lack staying power

Recommendations Influence Purchases

Harris Interactive 2010 Google research study 2011

84%

Use online sources when deciding what

to buy

71%

Say reviews from family members or friends influence

purchase decisions

Social = Core Human Behavior

You Are Not Alone

Connect Like-Minded Individuals

Social Sharing is the Glue

Site Badges:

Content Specific:

4,000

Personalized Search Results

Problem:

Recommendations lack staying power

Problem: Not Enough Resources

Sources

•Company

•Employees

•Customers

•News/Media

•Blogs

•Social

•Vendors

•Marketing

•Advertising

•Government

•Events

Content Stream

Social/Viral Distribution•Posts/Comments•Blogs/Chatter•Search Engine Results•Media Pickup

Social Platform

•Tips/Best Practices•Data/Research •News/Announcements•Offers/Promotions•Products/Features•Tweets/Updates/Posts•Photos/Videos•PDFs/Presentations

Source & Push Valuable Content

Importance: What fast, light weight, valuable assets that can you create that are easily shared and distributed?

• Establish points of value– Document things your target audience cares about that are related

to what you do– Create content that are actually useful

• Brainstorm ideas - think useful and easy– Infographics, checklists, guides, powerpoint decks, etc.– Sketch something out

• Map out placement and promotion– Document how will you promote the asset socially

Creating Light Weight Content

Automate What You Can

Begin Creating a Strategy

Take it Step by Step

Create Your Sales Funnel

Identify Target Personas

Listen

Weave Your Message

Make Your Message Clear

Create Light Weight Content

Have an Editorial Calendar

Buyer Needs

Your Capabilities

Where Opportunity Lies

Everyone is Different

Time Management

Eliminate Waste

http://www.flickr.com/photos/charliebrown8989/323755410/

Simplify Tasks

Focus on Priorities

Things We Value Take Time to Build

Measure Success

Start Small and Test Often

/TheSunQueen/OverdriveInteractive

@TheSunQueen@Ovrdrv

/GoogleJaNae

Let’s Connect!