8 Social Marketing / Media / Networking

Chapter 8
Social Marketing / Media / Networking

Social marketing is taking the nation by storm and is changing the way that businesses talk to their customers and market to their customers. Social media provides the way that people can share ideas, thoughts, content and relationships online.
This differs from so-called “mainstream media” content where no one can comment on anything, ever, unless you write the publisher.
With Social Media anyone can create content and comment on it.

Social media can take the form of text, audio, video, images, and forums.

Social networking sites:
are a great place to promote your business.

There is a number different social networking sites that you can follow and use it as places to promote your business.
Here is a list of just the most popular, Facebook, MySpace, Squidoo, hub pages, LinkedIn, MeetUp and Twitter just to name a few.
If I didn’t mention your favorite social site I am sorry, there are just too many to list all of them here.
Finally, people love to watch videos, and even the most basic videos are watched by others.
You can create a basic video and post it to YouTube, after you have created your account. All you need is a Webcam and/or some free video making software.

Here’s a short list of free video making software:
Microsoft Movie Maker, this is one that already comes installed on your Windows computer.
This movie maker has drag-and-drop features to make creating and editing your movies easier.
Microsoft has many add-ons for this software, and the upgrades are available through the website.
This is just one of the best free video editing software programs available.
Apple iMovie, this is comparable to Windows movie maker, but Apple iMovie is used on the Mac operating system.
This has many advanced features and add-ons. Unfortunately, the software is only free if you buy a new Mac system, if you want the software without buying the system, it is available for purchase. The best free video editing programs available for Mac users from Apple.
Avid Free DV, this software is available for both Windows and Mac operating systems, and includes basic video and audio editing capabilities, as well as up to two streams of real – time effects.
On the whole, a solid video editing program that is slightly hard to use, but very powerful when you learned its ins and outs.
Wax, is a high-performance flexible free video editing software program. It started out as a college student project, and has sense grown.
This program is good for both home users and professionals. It can be used as a stand – alone application, or as a plugin to other video editors.
The software also features unlimited video and audio tracks with top – down composing.

 

Facebook fan pages or groups?

Best description I’ve seen is “groups are great for organizing on a personal level and for smaller scale interaction around a cause.
Pages are better for brands, businesses, bands, movies, or celebrities who want to interact with their fans for customers without having them, connected to a personal account, and we have a need to exceed Facebook’s 5000 friends’ cap”.

As a fellow business owner, you already know that marketing is important for business growth and in today’s climate that’s especially true. Facebook is a great tool for this purpose.

More and more, your prospects are turning to social networking websites like Facebook to locate businesses in their own backyard, or to ask their “Facebook Friends” for product and service recommendations.

Facebook is getting more than 132 million unique visitors per month and their traffic has grown by more than 45% in the last year alone. (2009 to 2010)

According to Facebook’s statistics, they have reached over 700 million active users.
·              50% of our active users log on to Facebook in any given day
·              Average user has 130 friends
·              People spend over 700 billion minutes per month on Facebook

When it comes to activity, Facebook users are prolific:

·              There are over 900 million objects that people interact with (pages, groups, events and community pages) Yours should be one of them.
·              Average user is connected to 80 community pages, groups and events
·              Average user creates 90 pieces of content each month
·              More than 30 billion pieces of content (web links, news stories, blog posts, notes, photo albums, etc.) are shared each month

With statistics like this, you should now understand why “Facebook is a BIG deal.”

So, you might be wondering if your local business can really benefit from Facebook fanpages and the resounding answer is YES!

It’s for this reason that we wrote “How Facebook Fanpages Can Generate More Profits” to give you a clear understanding of what “Facebook Fanpages” are used for and why Facebook is something you should care about.

According to the Facebook Pages Manual, Facebook decided to add the functionality of setting up fanpages so that business owners, organizations, bands, and celebrities could keep a close relationship with their fans, clients, and customers.

Having a Facebook Fanpage gives you the capability of adding video, graphics, and email auto responders to start building a list, adding coupons, selling gift cards, etc.
You can be very creative with Facebook fanpages, just like you can with your website.  So you might be thinking “So what is the big deal, I do all those things on my website already.”  Although you might have all of these things on your website already, getting your business more exposure on the world’s largest Social Network should also be part of your marketing strategy.

There is a sample Fanpage that is selling gift cards on our website, along with a sample of a Fanpage that has an email auto responder on it so that they can collect emails and start building a profitable list.
There are also ways to feature products that your business sells:
Overall, there are a number of creative ways for you to use a Facebook Fanpage for your business, and that is why we at,” The New Marketing Basics”, wants to help you with your Facebook Fanpage, if you need help.

Do Fanpages get picked up in the Search Engines?               YES, quickly!

Well, when you get a Fanpage, you are going to need to know how to promote your Fanpage right?
There are a number of ways your Fanpage can get visitors, and surprisingly the easiest way is by getting your Fanpage recognized by the search engines.
Facebook Fanpages are getting Search Engine indexing and ranking and therefore they are bringing organic traffic to your page.

When it comes to Facebook Fanpages, the keyword that we want to focus on is “Business owners.” When a business owner has the capability to promote their product or service, a tightly focused keyword rich Fanpage will get ranking in the search engines.

For us, the key word here is “businesses” because when we use a Fanpage for a niche specific keyword/product that is our business.

With a tightly keyword-focused Fan Page, you will be indexed fast by the search engines. Your individual fan page will let you be recognized as an expert in your niche with exposure to potentially thousands of people each day, build your list, generate traffic to your blogs or websites, and much, much more.

Facebook has taken over Google as the website with the most traffic. Imagine having a Fanpage that can be in front of that many people?
How would you like a piece of that action?            You Can!

Another great reason for marketing with Facebook Fanpages is that there are so many different ways to use this website to market your websites and products and many ways to turn your visitors and fans into buying machines.

With the ability to easily share videos, pictures, status updates, and many other bits of information with all your Facebook fans, you can easily stay in front of people in this social networking community.

So How Else Do I Promote my Fanpage?  There are a few ways that you can promote your Fanpage. Using the Facebook advertising platform is the best way to promote your business. We will cover how the paid advertising platform can get you traffic and we will also give you other FREE ideas you can use to get traffic to your Fanpage.

Let’s begin with Facebook Pay Per Click….              You’ve seen them yourself, most likely…those ads running down the right-hand side of your Facebook pages, most of them about interests you particularly enjoy.

You are not seeing the same ads as everyone else accessing Facebook at that moment. These ads are specifically targeted to data Facebook has gleaned from your preferences and other sources.
Facebook ads are simple but powerful. Each one consists of a title, text block and graphic or photo of your choice—all within an 110px X 80px “box”, to fit that vertical, right hand Facebook sidebar.

If you think of them as a cross between a Twitter tweet and a banner ad, you’ve just about got the picture!

And yes—they absolutely can advertise your:
·              Product
·              Services
·              Contest
·              Cause
·              Links
·              Photos
·              Videos
·              Unique Selling Proposition (USP)
·              Business Event

Facebook’s biggest benefit is its most obvious.
It operates through social networking and trending rather than pure SEO—the hottest trend of this brand new decade.
It allows readers to see your ads on their mobile phones—and mobile devices now outnumber personal computers, 4 to 1!

Did you catch that? Cell phones outnumber PCs by 4 to 1!

WOW! That was quick. See Chapter 9

If you are using Facebook Advertising to promote your Fanpage, you will find that the traffic you are buying is much cheaper than Google Adwords. Adwords can be dangerous if you do not know what you are doing; Facebook advertising for your Fanpage can be a great first start if you are new to Pay Per Click marketing.

But whether you use Adwords (SEO-based) or Facebook ads (social networking-based), Facebook ads nowadays are a “must”— particularly with the not-so-subtle switch-over to mobile devices!
But it’s great for beginning marketers because—at the moment—it’s significantly less expensive to advertise on Facebook than with PPC on Google!

Graphics Capability—   Facebook’s other big benefit is that you can introduce a graphic element or photo into what is basically just a small text ad!
Since Facebook is “tuned” to graphic elements, and interest has been shown to peak when graphics are displayed, it wins hands-down over Adwords banner ads.

Text Capability—           You have 75 words to say what you want to say in Google Adwords (that’s less than half a tweet!) Facebook ads not only allow you a 25-character headline, but 135 words of body text, too. (That’s over double Google Adwords’ capacity—but note that spaces count as always.)

What Businesses are Currently Using Fanpages?

Some people will tell you that Facebook Ads don’t work for business purposes, but that’s simply not so.
It should speak volumes and give you a big, fat clue about its potential when you realize that major companies are taking full advantage of Facebook Ads, in creative ways.

For example, according to Facebook’s own Marketing Solutions page,

·              Honda recently used Facebook Ads to keep consumers updated (and do serious damage control) after its recent spate of shocking recalls.

·              Budweiser encouraged social interactivity with its customers when it invited them to select which commercials to show during televised sports games.

·              Guitar Hero became the first online video game to reach 1,000,000 fans on Facebook

Even Coca-Cola jumped on the bandwagon, selling “virtual bottles of coke” and promising to donate $1.00 for every virtual bottle sent to their favorite cause.

These 4 examples (above) alone show you the sort of creativity you can employ (and flexibility you can take advantage of) when you mix a Facebook Fanpage and a Facebook Advertising campaign!

This company used a custom “Fanpage” to collect emails:
the Toyota Company.

If you already have a Fanpage for your business, you’ll notice that this one has a number of features not found in the default layout.

Facebook allows businesses to customize their fanpages in a number of ways and doing so is a great idea!

You can add custom graphics to build your brand, videos that excite your visitors and deliver your message in a fresh, new way or even add the ability to capture email leads direct from your Fanpage!

You Want to Attract “Fansumers”

If you’ve been wondering what a “Fansumer” is, it’s yet another social phenomenon you can use to your advantage.
According to Forrester Research, a “Fansumer” is simply a consumer who has “become a fan” of a brand on Facebook, this could be your brand.

This brings us back to yet another of Facebook Ads’ biggest advantages… interactivity.

It’s a proven maxim: Get people to engage as a participant, rather than as a spectator, and their stake in what they’re engaging in becomes personal and more positive.
Use an app or a product and click the little “become a fan” text link on your Facebook page, and you are not only contributing to its statistical popularity, but you are personally endorsing it!

Why Profile Pages Can Be Your Best Friend.

The main reason you can target so specifically, in spite of Facebook itself having a broad, generic demographic, can be attributed to profile pages.

Think about it,
When you filled out your profile page, you were prompted to share your:

·              Hobbies and interests
·              Career and work information
·              School, college or university
·              Tastes in music, books and movies
·              Personal and contact information (date of birth, marital status, etc.)
·              City and state

And as much extra information as you chose to share. Among the things you share you can bet people can find great long-tailed keywords!
These are what you should use when creating your Facebook Ads—targeted specifically to your ideal customer, of course.

Use your keyword in your headline at the very least—and again in the text (always providing it feels totally natural:
Remember, Facebook puts “social” before “SEO”).

Other Ways to Drive Traffic to Your Fanpage

Even the most attractive fanpages are useless without visitors and that’s why we utilize many different traffic-generation strategies on behalf of our clients.
We do our best to help you dominate the search engine results in an effort to bring you targeted traffic that is meaningful to your business.

Just a few of these strategies include…

·              Search Engine Optimization (both on-page and off)
·              Article Marketing
·              Press Releases
·              Blogging/RSS Feed Syndication
·              Social Bookmarking
·              Utilizing “Web 2.0” properties (like Facebook.com, Twitter.com etc.)
·              Video Marketing (like YouTube.com, Viddler.com, etc.)
·              Online Classifieds (like Craigslist.org, Kijiji.com, Patch.com, etc.)
·              And a whole lot more!

Whether you are looking to make direct sales from your Fanpage, build leads or encourage your visitors to stop by your store or office, we can develop a traffic-generation strategy to meet your objectives.

Where Do We Go From Here?

If you’re ready to build a solid online social networking presence and attract new fans to your Fanpage resulting in more business, we’d love to discuss your individual needs.

We offer the setup of Facebook fanpages, Facebook advertising and many other services for your business.

LinkedIn

Is another Social site which for the most part is used by business for business or what is called B2B (business to business) sales.
According to LinkedIn, it is a venue to help you locate that dream job; they have a whole section devoted to the job seekers.
A couple of tips for you jobseekers:
to ensure your profile is complete and up-to-date, your connections should represent your “real world” network.
This is true for business owners also.
Your LinkedIn profile is the first thing you do when you join LinkedIn, but just putting up any profile isn’t enough.
It’s important to make your profile relevant and compelling. It may need some editing.

You can check your profile numbers who visit you on the right side of your page.
If it reads, “15 people visited your profile this week” your profile is probably OK, but, if it reads 0 (zero) then some changes are in order.

Here are some reasons your LinkedIn profile may not be getting enough visitors:

1. You don’t make enough requests for people to join your network.                Anytime you social media marketing you need to be consistent in your participation.
2. You don’t get many questions in your LinkedIn inbox each week.
Answering these questions allows others to like you, respect your information, eventually trust you and ultimately make a purchase from you.
3. You don’t join as many groups related to your business as you can handle.
These to be possible clients or customers, or groups of like businesses that help one another and learn the ways of LinkedIn.

4. You don’t comment and add useful information to various groups (I recommend groups with growing numbers of active members).
To help you choose a group that you are considering joining, check under the “member’s link” to see what people are doing and what they’re talking about.
This should help give you a better picture of what this group is about.

5. You don’t have strong recommendations from clients.
These really matter, so ask for a recommendation and make it easy for them to give you a recommendation.
Present a sample of benefits or phrases to shortcut the time your past customers will have to spend, because they are helping you a lot make it easier for them.

If you’re feeling like you’re not getting enough of targeted visitors to your site or the numbers aren’t growing fast enough, then you need to think of more ways to monetize your LinkedIn site.

How to monetize your LinkedIn experience and profile:

1. Make your first name/title in your profile one that shares what you do for your customers. That means added benefit after your name.
For example, “your name” helps business people brand their company with the book. Always think from your visitor’s point of view.
What do they want? Why would they want to connect with you?

2. Provide in your profile only the details that showcase yourself, your business, and that support your purpose. This is more about your elevator pitch and USP.

3. Know the purpose for being in LinkedIn. My purpose was to connect with my primary best audience – business people, coaches, consultants, speakers and leaders who want to become more visible and credible.
And this audience wants to get the number one credibility for their business by writing a book for their audience wants and needs.

4. Target your profile summary to your audience.
Notice your sentences that begin with “I”. Don’t over use the word “I”. Instead, give some benefits of what your business can do for your clients or customers.
Right from the, “YOU”, point of view. It’s far more engaging.
Even ask a few questions about where your audience is now with their problem or challenge, that you can help solve. Think of your USP / Elevator Pitch.

5. You need to educate in your profile copy. Those that educate your customer find that it is the best way to market yourself.
Don’t start your sentence with “I”; rather put “YOU” in your copy. What can you do for your visitors of your profile? For example, “you will get these benefits…”

6. Change your specialties a little on your profile page. Instead of a lecture, just share a sentence such as, “I work with clients who want to gain much higher visibility and credibility in their business.”

If you have room, add some details. For example, write strong, natural promotional copy for your business.

7. Gather some powerful testimonials from former clients. Post them under the “recommendations” heading off on your profile page.
Add a few early on, and keep adding each month or so.

Is it worth spending time writing and editing your profile? Yes, because you want to make your best first impression on your LinkedIn audience. I also advise getting feedback from a writer/marketing professional who knows LinkedIn well.

When I do make a new connection, I always visit the person’s profile to see if he or she is in my target audience, the ones whose likes and wants are in my demographics will be one that I will contact.

As a footnote it wouldn’t hurt to make a positive comment and welcome visitors to your LinkedIn page.

Twitter

There is a guy on the Internet that swears you can master Twitter in 10 min. or less, now personally it took me longer than 10 min. just to read his manual. It was 19 pages long; I still think he is wrong.
Anyway, I don’t want to scare you off but it will take you more than 10 min. to master Twitter. Not saying you have to master Twitter, but twitter is part of the online business experience and you will want to use it.

To some it is a nuisance, to others it’s a godsend, what you do with it, and how you use it can make all the difference in the world. For what I see it can be a gold mine if used properly.

Now this is not meant to be a slap, that as I see it, twitter is like a three-year-old that is just learn that she/he can ask questions, “what you doing?”  Welcome to Twitter.
So let’s start by setting up your twitter account, this is where you pick your screen name and pick your time zone and list a blog if you have one, the location where you live at.

And here is where you get to create your one line bio, and also you have the opportunity to protect some of your information as well.
This is a good idea; always protect your personal information.
This is a good time for you to add additional devices for twittering from your smart phone.
During the setup process you will be setting up your notification preferences, you’ll upload your profile picture, customize the look of your home page and change your password.

Next you’re going to be announcing yourself! Now you start playing follow the leader, the people you know and start following them always invite them to follow you too. Look for people to follow in the public timeline if you want.
At some point in time it’s going to be necessary for you to flip this coin so to speak, that means you’re going to have to start getting more followers, because that’s how you’re going to make money.

Finding the followers is the big trick, start by promoting or tweeting your RSS data feeds. You need to have active followers that are interested in your niche. Sometimes having your data feeds published via the public timeline isn’t enough.
This is where the tools that are out there can help you find followers, do use them they will make this process much easier. Most of them are pretty inexpensive and are huge time savers.

Another tip on how to find followers is based on keywords. Twilert is a great little web service that does just this; it is a Twitter application that let you receive regular e-mail updates of tweets containing your brand, product, service, and any other keywords that you really like.
Then there are products like “The Tweet Tank “which is a little script that runs on your computer and makes getting followers automatic.

There are applications out there to integrate MySpace, Facebook and twitter; these can be a big win for Mr. Retailer if he is able to put it to work for himself.

Hidden Tip:

Check with your employees to see if one of them might be willing to work your twitter account. How you compensate them for this is up to you. I have heard of some retailers are able to get that service fairly inexpensive compared to having a pro do the work, by using a current employee. DON’T ask them to do it for free ask them how much would they expect to get paid. Negotiate the cost, but be fair, this one activity can add dollars to your bottom line and be a bonus customer service rep as quick response.

Make sure that you link your twitter and your web site or blog to your other social media whatever you use. This is a personal Link Wheel. This is where all of your comments point back to your sales page where ever it is (Your blog / website or it could be on any of the social sites). Your sales pages can be in a number of locations and it can be a number of different products or services.

Now that you have a twitter account, what do you do with it?
My suggestions are:
Offer your customers a 10% discount on their next sale if they follow you and another 10% on one purchase each month that they keep following you. That way you keep them subscribed, but don’t flood their account with a ton of posts.

OK, now your customers are following you, now get creative and start promoting your business or service to your twitter followers and see how fast they respond.
A good example of an offer, offer the next 5 customers that mention your tweet 50% (now the percentage that you offer is up to you) off of 1 item.
You can do something every day or every week all depends on what you want to do and how much that your customers will put up with.
You might send tweets out 2 or 3 times per week that way you aren’t bugging them. Make the offer worthwhile for them to want to act on it or it could bomb.
The number of variants that you can use on this type of offers is HUGE. Imagine.

Another tip would be to get your customers to retweet (RT) your ad and give them a discount for re-tweeting your offer. Now, they have to show you on their phone where they did the RT, this is only fair. They just can’t say that they did it and expect the discount.

This is just a couple of tips about what you can do with twitter, there is many more check out our website.

You will find more at www.thenewmarketingbasics.com.

 

YouTube

By now I hope you know what YouTube is. YouTube is an online public communication site where video sharing is changing American culture and business.

The best explanation I’ve heard so far is young lady on YouTube; follow the link if it is still up.                          http://www.youtube.com/watch?v=d2PbdIzAVKs

YouTube is a place where you could share the best card trick ever, or you can share a story, a song, a dance, or playing your favorite musical instrument.
You can share a statement about a candidate you like or dislike, or you can rant about something you care deeply about.
By the way did I tell you? You can demonstrate your product, show your product in action, and show exactly what it can do for you or your customer.
First thing you do is create yourself an account with YouTube, that’s really easy to do on the create account page.
Make sure you leave checked “let others find my channel on YouTube if they have my e-mail address”; otherwise nobody will be able to find your YouTube videos.
Create an account and you’re free to upload your videos to YouTube.

Before you upload videos to YouTube, be sure that you research your keywords that you want to use as “tags” on your video.
“Tags” are used to best describe the video, and they need to be keyword rich.
This is a part that it might be good to brainstorm with one of your friends about the keywords.
The one big thing you’ll have going for you is most of the Amateur Videos are not even trying to get top rankings for keywords, they don’t even think about it.

Keywords: well we are talking about keywords again, this like all the other sections talking about keywords they’re very important part of your business. You can also use your USP / Elevator Pitch here.

Extra TIP:

RELEVANCE of KEYWORDS:

When you’re searching your keywords be sure you keep this in mind that the relevance of keywords matter also.
Not only exact word matches. (Relevance = Relating to the matter in hand) You would be surprised how well that works.

The big question is always what kind of videos get attention, generate buzz, and said a steady flow of traffic to your website? Well here you go with the six top video types.

6 characteristics of popular and profitable videos.

1. Funny –              funny is the word that is consistently typed in a phrase in the search engines on the Internet.
People love to laugh so you know this type of video is going to be a winner.

2. Weird –              let’s face it, the Internet can be a weird place, with weird people, who like to create different media and enjoys being different at the same time. Weirdness may help your video get noticed if you don’t mind being weird, then go for it

3 Inspiring –              anything inspiring can become extremely popular, extremely fast. In example was the interview with God presentation (you may have heard about it… If not, look it up on Google). It was a huge Internet hit. Now there are several interviews.

4. Shocking –              shocking videos may get a viral effect and even news coverage from both online and off-line news sources.
Especially with video because it is basically proof that the shocking thing is real.

5. Interesting –              any time you can peek the curiosity of your viewer and make them want to learn more about your product or service, it is a good thing.
Creating a curiosity may be especially useful considering that users who find your video on YouTube will actually have to take the effort to type in the URL and visit the site you are promoting.

6. Sexy –              I shouldn’t even really have to mention this one. Sex is always popular, and I cannot think of any instance when being described as sexy as ever been in a hindrance to selling a product. There is, however, here you must be very careful about the kinds of things you post about sexy, you don’t want them taken wrong.
I When in doubt, leave Sexy out and save yourself the hassle.

 

Google +                      Well by now you should have heard something about Google +, Circles, Sparks, Stream, and let us not forget +1’s. Then you can even do video chat in the Hangouts with up to 10 people.

I think Google really has something here. Here is a quick look at the  project that they put together.

Sharing is a huge part of the web, a part that we think could be a lot simpler. That’s why they have been working on adding a few new things to Google: to make connecting with people on the web more like connecting with them in the real world. They hope you like what they’ve cooked up so far. And stay tuned, because there’s more to come. Well that is what Google had to say about their latest project Google plus, I tend to believe them.

This is what Google has to say about circles. You share different things with different people. But sharing the right stuff with the right people shouldn’t be a hassle. Circles makes it easy to put your friends from Saturday night in one circle, your parents or another, and your boss in a circle by himself, just like real life.

Now let’s see what Google has to say about Sparks: “remember when your grandpa used to cut articles of the paper and send them to you? That was nice. That’s kind of what Sparks does: look for videos and articles and it thinks you’ll like, so when you’re free, there’s always something to watch, read, and share.” Grandpa would approve. Well I’m a grandpa and I approve this message.

Now Google hangouts: bumping into friends while you’re out and about is one of the best parts of going out and about. With hangouts, the unplanned meet-up comes to the web for the first time. Let buddies know you’re hanging out and see who drops by for face to face to face chat. Until we perfect teleportation, it’s next best thing.

Well let me tell you about Google mobile instant upload, taking photos is fun, sharing of photos is fun, getting the photos off your phone and onto the web is pretty much the opposite of fun. That’s why they created instant upload: so that from now on, your photos upload themselves. You don’t even have to say ‘cheese’.

Now this thing called huddle, what they’re saying here is texting is great, but not when you’re trying to get six different people to decide on a movie. Huddle takes care of it by turning all those different conversations into one simple group chat, so everyone gets on the same page long before the thumb get sore.

For more about Google + and all that they have going there be sure to follow us back on our membership site.
Remember that you get a free 1 year membership when you buy this book.**

www.theNewMarketingBasics.com

 

 

 

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