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Using social media to grow your consulting business! There are now 500 million people on Facebook. That's more people than all but three countries in the world. Add in Twitter, YouTube, blogs, ratings and reviews, and more - and that's a lot of voices in a lot of places. Your customers and prospects are talking online - right now! Do you know what they're saying about you? Are you part of the conversation? Your brand does have the opportunity to fit into this new communications paradigm - to interact with prospects and customers one-on-one. You'll learn how to listen to what's being said about your brand, how to use your brand story to build content, how to use content to build and fuel conversations, and how to build a plan that helps your company harness the power of social media marketing.
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firebellymarketing.com
Using Social Media to grow YOUR Consulting Business - ASCA 2010
Photo: “my Mind” by emats
Firebelly is a social marketing agency focused on:
• content creation• conversation development• community management• buzz monitoring• reputation management
Clients include:
Audience Survey
Stats
How people share information online
Social Media is 21st Century “Word of Mouth”
People of Facebook
More than 500 million active users50% of our active users log on to Facebook in any given dayAverage user has 130 friendsPeople spend over 700 billion minutes per month on Facebook
* source Facebook
Sixty percent of Americans use social media, and of those, 59 percent interact with companies on social media Web sites. One in four interacts more than once per week.
*These are among the findings of the 2008 Cone Business in Social Media Study.
93% of Americans believe a company “should have a presence in social media.”
85% say that companies“should also interact with consumers via social media”
89% of US online buyers read customer reviews before they purchase.
Facebook tops Google for weekly web traffic in the U.S.
The #1 search engine is Google
The #2 largest search engine is Youtube
50% of mobile internet traffic is for social networking sites - imagine what that does for bad
customer experiences?
Over 50% of the world’s population is under 30.
96% of Millennials have joined a social network.
Social media is popular even among the mature generation (63-75 years): 36% of them had a social
network profile in 2009 vs. 10% in 2007
57% of US Internet users maintained a social networking site profile in 2009 vs. 45% in 2007
89% of US Online Buyers read customer reviews before they buy
A recent survey by PhoCusWright revealed the true power of customer reviews in the travel planning process: 84% of
respondents read a review of a product or service.
Source: eMarketer & PhoCusWright
175 million U.S. Internet users watched online video content in September for an average of 14.4 hours per viewer
The total U.S. Internet audience engaged in more than 5.2 billion viewing sessions during the course of the month
Other notable findings from September 2010 include:83.9 percent of the total U.S. Internet audience
viewed online video
The duration of the average online content video was 4.9 minutes while the average online video ad was 0.4 minutes
Video ads accounted for 12.3 percent of all videos viewed and 1.2 percent of all minutes spent viewing video online
30 minutes a day with a high propensity for sharing
Video
Source: comScore
25% of search results for the World’s Top 20 brands are links to user generated content.
34% of bloggers post opinions about products or brands.
78% of consumers trust peer recommendations. Only 14% trust advertisements.
Only 18% of TV ad campaigns generate a positive ROI.
90% skip ads with Tivo and DVR.
Twitter.com - the 12th most popular website in the world
75 million people worldwide visited Twitter.com in January 2010. That represents a growth of 1,100%
23.5 million of those came from the U.S.
50 million tweets are sent in one day
Impressive, but what does it mean?
Source: comScore Compete.com & Alexa
Facebook reaches 56% of the active US Internet universe with an average usage of
6hrs a month per user
Facebook is the #3 site visited by users 65 and older
Social Networking
Source: Nielsen
Who do people trust?
The Opportunity: Be Human
Use your storiesListen & Talk to people
Build CredibilityBuild Trust
Mullets: an easy way to understand social behavior
The 4 ChannelsSearch | Social | Traditional | WOM
Search Social
Traditional Word of Mouth
But first! Are you doing good work
Start with a brutal self assessment
Assess your brandStrengths and weaknesses
Stories are KeyDo you know your stories
Why Social?
Get Found on Search Engines
Get people talking online
How will it work??
Good Stories => Credibility => Leads => Sales
The Search Factor
Get found on Google: web traffic leads to conversion
Search
Text | Audio | Video | Images
1. Use a keyword approach2. Optimize your assets
Fresh Content on your Blog
Blog Content IdeasAwesome treesInteresting jobs
Testimonials
Tip: focus on human element, non-committal is ok, keywords
Build LinksLocal chamber
PartnersClients
Professional organizations
The Social Factor
Why Social
Build CredibilitySocial SearchConversations
Community can be monetized
Customers, competitors, prospects & the media are all listening.
Credibility - blogs, conversations, reviews, tweets, studies, testimonials, photos, videos
Social Search: Ask Peers First
#1 Monitor the web
#2 Respond
People are talking: Are you listening? Will you respond?
Do you know the details
Incentives:
Education1/2 hr consultationVolume discounts
Response time
Should I take part in social media?
Do you have buy in from the top?
Do U / Will U have good content?
Are people involve with your brand?
Can you implement consistently?
Can you measure consistently?
You need all five!
10 things You Can Do
LinkedIn Groups: Take Part
Blog: use your stories
Tips: Blogspot is free.
Wordpress is the most flexible.Use your blog stories in your email campaign
Listen: Use a monitoring tool
Tip: Google alerts to start
Videos: Completed Projects, Cool Trees, People
Tip:YouTube!
Start a Facebook Page: get some people to join
Tip: Make sure you fill out that info page! Use the discussions
area.
Use good questions: to get conversations started
Tip: Act like you’re in a 24/7 cocktail party!
Photos and Videos: Completed Projects, Cool Trees, People
Tip: Flickr and Facebook! YouTube!
Tip: Talk to the haters too!
Photos and Videos: Get them talking. Meet up with them.
Promote: Press, Local Bloggers
Tip: Be excited about your content
Measure: SERPS, Traffic, Reputation
Free Tools
Affordable Tools
premium
Sophisticated Tools
Agency or In-house?
Recap
Use your stories
Listen/monitor
Optimize content
Promote
Listen & Talk to people
Build credibility and trust
Measure
Examples
