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Social Media
The New Advertising
Whitney Hoffman
Hoffman Digital Media/Mingl Marketing
Connecting With Customers
Enhance Your Business and Bottom Line
Social Media is:
Public Relations
Marketing
Customer Service
Branding-Awareness and reputation
management
Sales Channel
It all starts with …
Trust
Where is Your Community?
Where are Your Customers?
Connecting Where It’s Relevant to Them
Tribe Identity
Cafe-Shaped Conversations
The new gold standard-
Right information to the right people at the right time
Relationshipsv
Transactions
The Audience is now
Mobile
as well as Digital
Mobile (circa 2007)
Quick Facts from Pew
(Pew Internet.org)
By 2020, they predict that
a mobile device will be the
primary connection tool for
most people in the world.
Didn’t Take That Long!
iPhone introduced 6/07
Within 2 yrs- 25% of marketplace and
growing
in 2009….
This is Customer-centric marketing
Don’t Assume
Who’s Not Online?
If this is your market, you
need to be reaching them
someplace other than
Online
10% of US adults
33% of people over 65
This is PROBABLYnot your ideal market
Kleiner Perkins Internet Trends report
2015
2016
Ok, But what does all this mean?
Digital Growth is
slowing
ONLY Because everyone is connected
ONLY Because everyone has a device
You CANNOT wait any longer to see if this
internet thing is a fad.
To Reach 90% of the marketplace-
You need a Digital Strategy
The internet is:
Global
Social
Interactive
Mobile
FAST
What do I need for a Digital
Strategy?=online?
People- who are my customers?
What Business Goals do I need to achieve?
What’s the best way to find current and
potential customers?
How can I create the best (and most timely)
messages to meet customer needs and my
goals?
Changing Marketplace
Old ways of getting new business may not be
as effective
Competition is stronger and not just local
Word Of Mouth carries farther than ever before
What can you do to stand out?
Relevancy
to you, to your customers
Challenges with
Digital
Google is REALLY Important
Google My Business
Get a Google (gmail) account
Optimize your profile- add pictures, operating
hours, keywords- everything!
Ask for Google Reviews
Check Analytics regularly
Search for trends in trends.google.com to see if you can
produce timely or seasonally relevant content- VERY
important tool
Google Adwords- art into itself. Can be pricey- all
competitively based.
Being Timely and
Topical
Now- Social
Your Online Presence
Step1
Site Traffic Estimates
Facebook 1.59 Billion
(Dec 2015)
Instagram 400 million
Sept. 2015
Twitter 320 Million
(March 2016)
Google+ 300 Million
(10/13)
LinkedIN 100 Million
(9/15)
Pintrest 100 Million
(9/15)
Source- Adweek 4/16
Facebook +/-
Great ability to target people based on
demographics, interests, location
Can advertise relatively cheaply
Success depends on audience, consistency,
targeting, and goals- are you a member of a
community, or always selling?
The “art” of FB
Boosted posts show in news feed not at side-
more prominent
Lots of rules about words on pictures
Any post goes out to about 6% of your
audience- then, depending on their reaction,
will go out to more people accordingly,
including their friends, etc.
Facebook is fighting clickbait, and emphasizing
“authentic” posts, videos with complete views,
and timeliness of posts
Rules on good content apply just as much to
Facebook now as they do to blogging, your
website, and Google.
LinkedIn-
Rolodex on Steroids
LinkedIn- Your Resume and Recommendations Online
Great way to share visuals with your audience;
cross post to Facebook
Very visual, works well often for foodies,
fashion, “Show and Tell” story telling
These Are Your Billboards
Integration of Channels
What Steps Dp I Need
to Take?
Develop personas of your customers and even
a few of people you don’t want to attract
Talk to people like them, figure out what they
want and need; pain points
Deliver content, products and services that are
geared towards these pain points over and
over again.
People don't buy products-
They buy better versions of themselves
Tips for Content
Marketing
Identify most effective content for your business-
Test and track
Quality over quantity- Schedule if possible
Efficiency- Cross post content across channels-
think about creating content while doing everyday
activities
Quality above all; Search friendly a close second!
Tools to make this easier
Using Tools to Listen
1. Google Alerts
2. Twitter search
3. Facebook Search
4. Google Trends
Be your own Marketing
Department
Become an expert
Become a resource
Help out reporters, help
out your business
HARO- Help a Reporter Out
Summing It Up
It’s All About the Connections
Taking Aim at Your Goals
Decide on a Goal,
Then Measure It
The End
Contact Info:
Whitney Hoffman
Hoffman Digital Media
Twitter: @whitneyhoffman, @ldpodcast
Facebook: Whitney Hoffman
Google Voice: (302) 482-4599
Mobile: (302) 562-6507
URL: www.whitneyhoffman.com
Everything beyond here i s bonus
Do The Math
Cost Per Lead* = (Total Ad Costs) / (#
Leads Generated)
Total Ad Costs = Direct Ad Costs + Indirect Ad Costs
Direct Ad Costs = All Ad Fees + Design Costs + Tracking Costs + Agency Fees
Indirect Ad Costs = Administrative Overhead = ($/hr) x (# hrs)
Marketing ROI = (Revenue – Marketing
Cost) / Marketing Cost
Consider
Cost of a lost customer in terms of lost
revenue and-
Loss of additional customers due to word of
mouth
Cost of Retention- what do you have to do
to keep existing customers happy?
Churn rate- how many customers leave?
And what does it cost to replace them?
Lifetime Value of a Customer
Formula includes:
Average number of years a customer
does business with you
Average revenue per customer per year
Estimated costs to deliver
products/services
Don’t Be Scared- Be Real
✦ Understand where your money is going,
and evaluate what your return is on that
investment.
✦ Understand what the value of a like is to
your business- how do all of these metrics
enhance your bottom line?
✦ Reputation is a business asset, but it is
hard to value with $$, at least at first.
Real Example✦ Local business pays $1,500/mo for marketing,
business consulting. (10 hr/wk = 40 hr/mo = $37.50
/hr.)
✦ Goal: 20 new patients a month
✦ Each new patient’s value has to exceed $75 to
break even for marketing expense.
✦ Average # of visits per pt = 10; average bill
generated = $100 - each patient is worth $1,000 in
billable to the business, not counting value for return
Value, continued✦ 50% of current patients return; 25% referral from
former/current patients = 75% additional ROI for
each patient acquired.
✦ 15 of 20 new patients per month have- on average-
enhanced their lifetime value to practice. (180
enhanced revenue-generating fans per year)
✦ If they stay with the practice for 10 years, assuming
one incident per year, each patient have a lifetime
revenue balance of approx. $10,000 personally,
$1.8 million net.
