How do i industry sign banking nevada presentation computer
welcome to today's webcast entitled social media is the big picture my name is Nate now beer event specialist today if you should need technical assistance please type your inquiry into the tech support box on the left side of your screen and click on the send button if you're disconnected from the webcast you can login again using the login instructions provided to you you cannot log back in with these instructions please call support at eight six six two seven one seven five nine two we also like to take any questions that you might have for us today to ask a question via the web click on the ask a question button tapping your question in the open area and click on ask question to submit you can also follow a live Twitter feed during this event to do so click on the Twitter button located on the left hand side of your screen you'd like to tweak your in the meeting just click on the button at the bottom and find them with your player you know there's now my pleasure to turn the webcast over just to Ken sha tsui can the foragers thank you so much Nate good morning everyone we're very excited to have you for our webinar regarding social media and we're very very excited to have launched Safco I was joking with wall online ads about a page and a half worth of biography but I'm going to give you a couple of highlights Ron is an entrepreneur he started 14 successful companies all sort of technology-based juan has done a lot of publishing and writing and today we're very lucky to have one talk to us about social media and and long we're just going to a restaurant over to you the floor is yours own and we'll take questions for gender presentation so yeah well thank you geez I'm really excited eating about being here thank you for offering this opportunity to me and social media really is a hot topic right now and if you're a small business you really do have to understand what social media is all about it's not a trend it's not going away and in fact once you embrace it you'll see that it's really the most effective marketing tool as you could possibly use for your business and the reason is is that implementation is free everything that I talked about over the next hour is going to be one hundred percent free all this tools are free and when you find out how effective market social media marketing is you're going to be as excited as I am so let's just jump into it and first of all as you heard my background is varied but mostly it's all about small business I may be an author in a presenter in a keynote person I travel around North America I actually throughout the world and present subjects but my heart is in small business and I've formed 14 small businesses matter of fact one of my small businesses there's 18 inventions and over 30,000 my personal records are part of the Smithsonian Institution in Washington DC and the reason I'm showing you this and tell me this is the reason that I got excited about social media is because I'm a small business person and I wanted to learn why social media was so important in about five years ago when I first heard about the term social media I asked a whole bunch of people as you can imagine I have a whole lot of geeky friends and I asked him what is social media and they said well don't worry about it it has really it's not doesn't have any substance it's just another one of those terms it's kind of like web two point oh you can ignore it it's going to go away but the more I looked at it the more I realized this social media is going to be a disruptive technology disruptive it was going to change our lives I just recognized that so I got heavily into it studied the heck out of it the next thing i know i'm working with john wiley & sons producing an 850 page book on the subject so II here's one of the things that I find really interesting wisdom of the crowds and this is just the first example that I used using social media and what I did was is when I produce the book the social media Bible was my sixth book that I produced and I had five previous books and there's a formula to writing excuse me there's a formula to writing business books it's basically 250 pages 23 chapters two to three thousand words per chapter but I didn't want to do that what I saw in social media is is that if you listen to your customers if you simply ask your customers what they want and you deliver it you'll be successful so the first thing that I did is I did this survey of about a thousand different people and the interesting information that came back was is that sixty-six percent of the people said that they could not define what social media was and of course we all know the other third lied about it because it took me eight hundred and fifty pages to define what social media is so it's fairly complex but by the end of this presentation you're going to be first overwhelmed with how cool it is and how much stuff but by the end you're going to say I get it I can do that and then of course the other the 99.1 percent of the people out there said that they knew that it was going to have a significant effect on their their business so the other thing that came out of this survey was is what do you want to see in a book because there's that formula so what I heard was they wanted to have three different books in one they wanted the tools what's the vlog what's the blog what's an email how does that work the second part was a guide in the third part was a strategy section so when I pitched it back to Wiley they said that's three books in one that's 800 pages we've never done anything like it the result was by the fourth day after the books was released it hit number one on amazon it was a best-seller it's in four different languages now the reason I say that is is that in your small business no matter what you're doing if you understand social media in this interaction between you and your customers you simply ask them I mean think about this imagine asking 25 or 30 of your best customers why did they buy from you what was the reason that they purchase if you had those insights you can then use that in your marketing to convert prospects to customers if you simply ask your customers and social media provides that platform now the one thing is is that I work with Fortune 500 companies I've worked with kraft foods and Merck and levi strauss and but my passion is small business but the thing that's interesting is everything from the one person entrepreneur company all the way up to the fortune 500 the part that's missing is strategy I hear it all the time oh we understand social media we had a Facebook page we sit on a couple of tweets well you know good onya Bravo that's not social media and what are you doing to your Facebook page what is your conversion strategy and we're going to talk about this as we go through everything that you do have to have a conversion strategy meaning that how do you take your likes and your fans on Facebook and convert them to customers which relates to revenue how do you take your tweets what is the purpose of your tweets and how are you using your follower list and those tweets to convert them to customers which then converts to revenue everything has to have a strategy and if we look at this next slide again don't try to read it your eyes will start to bleed but this is just a short list this is about twenty-five percent of some of the companies that i had a research for the book well guess what this is part of the reason that we're having so much trouble wrapping our brain around what social media is because it and honestly i get emails every day with one or two new companies think about that one or two new companies every single day is coming into this space the social media so understanding it is kind of a challenge you know where do I begin well the reality is if you can do these three things you can get your handle on social media and you can handle ninety percent of everything that social media does and that's blocking micro blogging and social networks I'm going to go into some detail on each of these three which I call the Trinity of social media because these are the three most important things that you need to understand blogging is just simply typing a half a page of why you're passionate about what you do and posting it on the web and you're going to see why this is important setting you up as it as a thought leader it's going to create Google juice and it's going to create link love yeah I'm not making that stuff up those are real words micro blogging for all intent and purposes is Twitter but I don't call it Twitter because if you wanted to do a microblogging Twitter kind of a thing within your organization let's suppose you had 20 to 100 employees and you wanted to do Twitter inside the firewall private twitter just for your company you can use something called Yammer so there's other kind of competing things out there that are competing with Twitter so that's why it's called micro blogging it just means limited to 140 characters and then the third category of social networks and we're going to spend quite a bit of time on which social networks are important and how they actually work so let's just jump into Twitter because you probably have heard more about Twitter than anyone social media technology accepting maybe only facebook twitter is just text messaging and it's text messaging two groups you have two things that you have to understand followers and following you're going to follow people who are you're going to follow well I want you to follow people that are important to your industry thought leaders legislators lawmakers people that are on the cutting edge people that are participate eating people that understand things in your industry so that when they learn something new for example Robert Scoble is a big social media guy and he was in Germany at this conference which I would have loved to been participating in but I wasn't and he heard something that was really interesting he grabbed his cell phone and he tweeted it out and that message came to my cell phone within literally seconds of when it came out of the speaker's mouth and I benefited from that so I'm going to follow people who are going to give me little 140 character tidbits whenever they get them now a lot of times you'll appear on Twitter I'm playing with my kitty I've decided to have bacon with my eggs my airplane is 10 minutes late I wrote a blog for Fast Company that's called twit or tweet and it was around Halloween last year the thing is is that if you're talking about your kitty in your bacon you know what you're a twit and I'm not going to follow you i'm going to unfollow you because that doesn't give me any value i'm going to follow you if you can give me something I what's in it for me the old wiif m or the I didn't know that and if you are sending that information on that's what I'm going to follow you ok so now that you understand that people who follow you is exactly the same thing so what do you tweet about well if you and I sat down at lunch and I asked you why do you do what you do 40 hours 50 hours 70 hours a week you can go off for 45 minutes or why it's important to you about what you do and as a prospect I want to hear that passion I want to see why you're good at what you do now let me give you one other example my what I did was I took one of my presentations I picked out all the things that I thought people probably weren't aware of in social media and then actually in the one-hour presentation I actually came up with a hundred and twenty seven things that were kind of good ideas I didn't realize they were there and I put them into Excel then I went to a product called hoot suite HootSuite allows you to schedule your tweets so I took these 127 from the middle of May to the middle of September I scheduled a monday through friday five days a week three times a day 10 noon and two so that my followers will get something that they probably never thought of three times a day five days a week from may until September now let me ask you this question what other traditional marketing techniques methods can you do where you can get your brand in front of your prospects in front of your customers three times a day every day Monday through Friday absolutely free and I'm pausing for effect if there's nothing there's nothing else on earth that you can do that and my customers are indebted to me because I am continuously giving them information that they can use so go sign up for my Twitter account it's just at lon safco follow it i'm going to give you good stuff but there's the power of twitter is being able to get in front of your customers anytime you want as much as you want building your brand building brand awareness and doing it absolutely free now social networks there's tons of them out there probably there's a hundred that you've never even heard of but the biggest ones let's talk about the biggest and most important what let's look at facebook the reason it's important for you as a small business to have a page a business page yes facebook is for personal yeah believe it or not social networks were set up for people to socialize but us marketing folks we always figure out how to turn those tools into tools that we can use for marketing the reason that you need to be there is that first bullet point there's 750 million participants 50 750 million members now in marketing we call that a watering hole any time that you have like-minded people hanging out in one particular place now remember a watering hole can be a trade show a watering hole can be a trade journal printed a demographic for a radio station but in this case 750 million people are participating the facebook was a country it would be the third largest country on Earth China would be first India would be second sweets book would be third and then the US would be for it so why not if Facebook is free and you have access to 750 million people who trust me are typing in your industry keywords to try to find businesses to provide solutions to them why aren't you participating why aren't you putting the time and effort into a place where 750 million people have access to you and can find you as easily as with a keyword now people talk about myspace myspace is dead it's gone well they still have 200 million members and as a company I would love to have 200 million members in my company so you know what it's really not dead it's still out there it was mostly remember myspace was the largest social network at one time but it was created it for musicians so musicians that didn't have signed labels so that they can exchange music and ideas and thoughts and then let's face it if you got cutting-edge free music that you can download guess who it's going to attract yeah teenagers because music to teenagers is like garbage cans to raccoons so that's how it built up so fast at Facebook kind of took the lead over myspace because it became a true social network I'm on myspace why not it's free to create a profile and if I have access to 200 million people for free I'd be kind of stupid not to do that now linkedin linkedin is critical you have to be on linkedin linkedin is the most expected contact database in the world period any time I'm going to do business with anybody or any company I'll born a linkedin I'll look at their profile if they're not on linkedin I know right away that that person that company is stuck in the 90s and I'm going to have issues working with that company because they just don't get it if they are i'm linkedin and their profile is ok ok good for them then if the profile is sold out completely that tells me another story the content of the profile tells me something i'm a look at your profile on linkedin before i decide to do business with you and I find out you grew up in the same hometown you and I went to the same college you and I are into antique cars or spinning or clothing or dogs guess what now we have this basis for trust every time you start a business conversation you jump into your business pitch now you usually start with the weather that's something we all have in common we all have weather and then maybe you know where are you from it builds trust and LinkedIn is the best way to find out who out there does what you're lookin
for and to find that level of trust use it on your customers use it as kind of a search tool before you actually speak to your customers see if they're unlinked in find something in common and that's one way to use LinkedIn a second way to use LinkedIn is actually using it for referrals get an example some time back I signed contracts with PBS television to create the world's first television special on social media and I needed a sponsor so I needed to get into fortune 500 companies and a lot of them and at the executive level now any small business out there knows how difficult it is to get past the gate keepers on in fortune 500 companies especially at the executive level by senior vice president above I used linkedin i typed in the company i found a person and then simply by clicking on that person i can see who i know who knows them think about that who I know that knows them within 30 days I had conversations actually taking place at the executive vice president level and above in 53 fortune 500 companies there is not a tool on earth that allows you to do that because the person that I'm connected with knows me and trusts me they're connected with the person that I want to speak to they have a relationship of trust simply by asking them to introduce me extends that reputation and that level of trust period Wow is this amazing stuff and it's all out there and it's all free to join linkedin cost you nothing so deep plus or Google+ is a knock off of facebook they're trying to compete with facebook for revenue for advertising dollars it's just that simple and I've been a member of Google+ for about a month and I got to be honest with you I really really like it so keep your eye on it is still in beta if you get a chance to join by all means get it in there and become a member of Google+ okay second life I need to show a hand how many people out there are on second life there on the grid I see one hand anybody else you in the back no okay okay second life you need to be aware of this virtual worlds now those two images were taken from my property in second life it kind of looks like a game but don't call the game because people who are serious about second life will get really upset at you it's really not a game when you walk around this virtual environment you'll see trees and buildings in and benches and animals and but you'll also see avatars cartoon critters but the difference between this and a game in game you gotta grab your gonna blow the brains out and that's not what this is about those are their avatars are actually real people from any whip across the world so you can go to the ball and walk around you can go out to a nightclub and listen to music you hang out at the beach I use this for business again socializing is fun businesses all I care about so if you look at that lower right-hand picture I'm be flying by the way that's me well at least me 25 years and 25 pounds ago and that's the nice thing about avatars you can make them look like anything you want but that's my property in second life and if you want you can go sit on the beach and the chairs down there sit by the bonfire you go in the back and get a cup of coffee you can watch a video you can read three chapters on my book I have a store that actually does real business on the ground floor and in the top floor I actually have my offices for the social media Bible but the way i use it is is I hold meetings in there not too long ago I was asked by a woman to she was getting her PhD in advanced marketing and she asked if she can interview me for your thesis I said sure meet me in second life and she said well I'm really not into second life I don't know anything about it I said well then you don't deserve a PhD in advanced marketing do you she says point taken so we met in second life and we started to talk and it turned out that my cartoon character my avatar and her avatar sitting on the beach crossing her legs are we're talking just as I'm talking to you now not typing but actually talking turns out she was the executive vice president for Mars candy in Heidelberg Germany how would I know that she was from Germany so you never know who we are going to meet and you can use this like skype at market a meeting and marketing tool the other thing is I do presentations in here all the time matter of fact last week I taught a class to the University of Montana in second life so 253 of the fortune 500 companies use second life for meetings for employees for meeting customers even dell computer you can go to Dells property in here 24 hours a day talk to an avatar and tomorrow morning your new computer will show up on your doorstep yeah isn't that absolutely amazing and for some reason because their avatars you actually connect with them how many people here right now is act as seen James Cameron movie avatar okay it pretty much okay yeah by the way I can see you you can't see me so yeah almost one hundred percent of you yeah that was a cool movie and but now let me ask you a question after about 10 minutes didn't you really kind of get into the Avatar critters I mean you kind of suspended belief and let me ask this question and you don't have to raise your hands it embarrass yourself but when the tree got blown up and fell down you got upset didn't you of course you did well wait a minute that was a cartoon you get emotionally attached to a cartoon admit it well that's the thing about second life even though these are cartoon representations because the mouth moves the eyes blink the body weight shifts the legs cross you get emotionally connected with that other person much more so than I do from skype it's an amazing tool and it's one hundred percent free remember everything I talk about is free and now gaming are in-game advertising now that might not be for you or for everybody but it is appropriate for a lot of companies if you look on the right you'll see McDonald's coca-cola axe deodorant the center of picture has HP here's the reason in line or in-game advertising is very inexpensive cuz those people don't know anything about it and if you say the largest online game is World craft if you look at the top left 17 million participants 17 million like-minded trust-based participants so when you've got tens of thousands of people driving past that HP billboard and your computer's not running fast enough to run your game the way you want and you want to buy a new computer guess what HP wins it's just that simple halo 3 the second most played game 16 million five hundred thousand now let me ask you in you can raise your hand and I'll call on you what is the average age of an online gamer average age of a lot online gamer you the front you yeah Audrey no okay antonino Blake okay here comes 42 years old 42 so that means that everybody from nine to 90 is participating in these games you got 16 million 17 million people 42 years old is your demographic in that 42 in that nine 290 of course it is and considering that it's so inexpensive that's why all of these big brands are in there I'm not saying it's right for you but I'm saying be aware and at least consider the fact that people are benefiting from participating in in-game advertising now I mentioned I was going to talk about blogging blocking honestly is nothing more than a web log that's where the word came from web log and it just means that you have the opportunity to put in some ideas from thoughts a half a page and hit publish or safe and what it does is it creates this online presence of why you do what you do so if i type in an industry keyword for your industry because i'm a prospect looking for a company to do business with and you have a lot of blogs out there Google's going to pick you up for those keywords and I'm going to read it and you're going to in my mind become an English expert a thought leader for your industry so guess what if you are and your competition isn't when it comes time for me to buy i buy from you now here's the practical example marriott little hotel chain that you might have heard about bill marriott who is the son of the founder he's in his 70s and he blogs every single week and I love the wisdom of this guy which is why marriott is as successful as it is Bill Marriott says he loves blogging because it provides a platform for two-way communication with his customers now here it comes get ready for this if the customers can then tell us what we're doing right so we can keep doing it and what we're doing wrong so we can stop pause for effect are you kidding me your customers will tell you what you're doing right so you can keep doing it and what you're doing wrong so you can stop OMG by the way is oh my god oh my gosh if you're native wow that's amazing that's such great insights that's exactly what we're talking about is listening to your customers so that they could tell you how to better sell them and he gets 600,000 visitors every 30 days could you imagine now here's the punch line to this slide will is in his 70s bill the CEO of Marriott has never turned a computer on in his life but he blobs every week he takes a little digital recorder he records his thoughts he gives it to his administrative assistant and she transcribes it into his blog now if I was a consultant and you hired me to drive traffic to your website and I told you how to get 600,000 visitors to your website or even 60,000 or even 6,000 what would you pay me what would the value be right to check send it to lan safco post office box because i just told you how to do that and then there's something called google juice and link love google juice is the web pages that you have with your industry keywords that are indexed in Google the higher your going to show up on the search engines and I'll talk about that in the next slide link love means other people who respect what you have to say will link to your blog of all the things that search engines use in their algorithm the top three things one of them is called external reputable links that's links from outside websites into yours link love and that also provides it which means that if you have a blog on your website you just by definition are going to be driven to the top of the search engines for your keywords does that have any value well of course it does now if you look at the date in the lower left-hand corner of the screen 2007 that's my first one is a test blog that's when I first was doing the chapter on blogs and trying to learn because i heard that blogs had preferential treatment and i knew that that was impossible because search engines don't give anything preferential treatment that's why on the search engines i can compete with Microsoft and Apple and General Motors and anybody else the better the web page the higher I'm going to show up on the search engines it's not a matter of money it's a matter of creating your page well so in December of 2007 I wrote this blog about quizno and subway subway sued quizno for defamation of sandwich because quizno had a contest for their customers tell us why you think qwizdom is better than subway create a 30-second video why and if we like it and pick it will give you ten thousand dollars making the national commercial and a couple of people did some really derogatory commercials and instead of uploading them to quiz know they put them on YouTube subway got really ticked off sued quizno and it hit the front page of the New York Times it was just a mess finally subway went out for consulting they were told dudes chill out this is social media subway officially apologized drop the lawsuit gate market share so we only things go totally wrong it still works out so what happened was is when I publish this blog about that story at the time actually right now quiz know if you type it in there's about six hundred thousand pages indexed in Google to talk about charisma the sandwich shop subway has about 34 million and the problem with that is you can't really separate it from underground trains and if subway knew about the internet 20 years ago when they first found it it probably would depict the word subway and social media now has over 200 million pages 200 million here's the thing that was interesting if you create a web page it takes 12 to 14 days for the search engines to index it I know that because I taught SEO SEM search engine marketing search engine optimization and within 30 minutes I got noticed from google that this page had been indexed that was impossible 30 minutes my page on my website got index now here's the other thing that was interesting lime safco I'm the only launched Safco there is thank God if I was John Smith and I was trying to brand my name I pretty well be screwed but Lance afco only one if you type in quote launched Africa close quote right now my google juice is about a hundred and forty-one thousand web pages and blogs anybody would kill any company would kill for that kind of Google juice but don't do don't type in my name quiznos subway and social media look at the number of pages and it's not me if you type in those keyword phrases that you see just those three keywords I came up this is December seventh I mean December third 2007 I came up number one number two and number four on Google for those three keyword phrases not Ron Shaftoe so just by creating that blog for those keywords I came up number one on google number 2 n number 4 and when I tested it a couple of weeks ago I came up number one number two and number four for those company names not even lon Safco that's the power of the SEO implications of just blogging and you create your blog if you look exactly like your website it uses something called cascading style sheets CSS so you can make it look exactly like your website don't go to blogger com or typepad don't do that and the reason is they want your google juice and your link love so that they could sell more advertising go get wordpress have your technical person install it and if you don't have a technical person blue Hutter's godaddy will actually do it for you for free and it only takes about 10 minutes on the phone call their tech support line and WordPress is free also because remember I promise you everything I talk about is free now Google Alerts cyber surveillance really critical there are conversations taking place about you and your company whether you know it or not and whether you've given permission or not people are talking about you if you go to google and google google alerts try that three times fast you can set up alerts quote launch safco close quote quote social media Bible close quote any keywords that you want anytime anybody uses those words in a web page or a blog anywhere on earth Google will send you an active link to that web page so that you can comment on it you can read it you can see what it's about if it's positive you can reinforce it if it's negative you can defuse it I get 15 of these 20 of these a day most of them are people have done reviews on my book I am the first person over there and I comment thank you very much for taking the time to review my book it's an 800-page book I appreciate what you've done I know how much work it was signed once a co-author of the social media Bible and the older the bot blog freaks out the comments are positive it generates a lot of interest and it generates exposure for my company of my brand if you want to do that on Twitter either download seesmic desktop or tweet deck one hundred percent free and anytime someone says that a tweet with your company your name your CEOs name your employees name your pride name your skew anything you want to track any time a tweet goes out you get a copy of it at the exact same time the recipient gets it is that amazing and then your social mention top right social mention calm where that actually monitors 80 different social networks including linkedin myspace Facebook and does exactly the same thing email marketing I'd like to be invited back sometime because I can do ours on email marketing I love email email marketing is awesome because it's free and with my emails excuse me national average of open the emails from a company that really understands email marketing is between fifteen and seventeen percent if you do a direct mail piece the best you could hope for is between one half
f a percent and one percent open rate oh my gosh that's awful geez a half a percent an email national average is 15 to 17 my average is thirty-four percent and I'm sending an email blast right now to on the 10,000 people and I know that thirty four percent of those people are going to open up and at least come over to my webpage or somehow convert whatever my conversion strategy is if you understand the stuff on the left hand side of the screen you can get a thirty-four percent conversion rate I mean it's not amazing thirty-four percent and it's one hundred percent free mobile marketing I would love to spend another hour just by the mobile mobile is the fastest growing segment of marketing on earth and the United States is about three years behind the rest of the world the reason is because of our affluence how many people here show of hands how many people here at desktops ok almost nine two percent how many people have laptops again one hundred percent broadband okay smartphones okay I'm a hundred percent if you guys looked around and saw the show of hands you know what if you were in Africa with the same hands go up if you were in even Italy same hands if you were in South America same hands no they can't afford laptops desktops broadband smartphones but they all have smartphones because it can access the internet they can send text messages they can get their email that's why everything is done in mobile in Europe eighty percent of all financial transactions are taking place using mobile phones that means everything from buying gas buying a pack of gum and paying your rent we are way behind the curve it's going to explode the first thing you need to do is make sure that your website is compatible with a smartphone get an iphone or android or a crackberry look at your website if you can't read it you got to fix it the things on the right Urkel QR barcodes quick response barcodes right now if you take your smartphone and you point it at that top little crazy looking square your smartphone will automatically open up my webpage you have to type in anything it will know it'll know it's a web page it will open up my web page if you pointed at the second square your phone will automatically dial my office is that cool put it in your email signature put it on your business card put it on your product sheets put it even even on your website this is the first time that we were able to take printed media and instantly connect it electronic media with digital media so QR barcodes just Google QR barcodes and you'll see QR barcode generators type in your company URL hit the generate image there is right click it and it does it for free you're getting this pattern here free right now this is another one hour presentation it cannot be happy to come back and do this one this is the most important thing and I'm going to provide these slides for you if you look at the bottom left side WWE extreme digital marketing com I'm going to provide the slides therefore you just give me about an hour because you can use these slides actually to use as a worksheet and follow through these are the most important things that you need to understand analyze your existing strategy what are you currently doing what's working what's not working understand the Trinity of social media the Trinity blogging micro blogging and social networks that's all you need to get to do right now integrate that strategy into your existing traditional marketing just completely integrated put it on your business cards in your email signature on your brochure on your letterhead identify the resources that you need within your own organization whose fanatic about Facebook well guess what they're gonna run your Facebook page who really loves text messaging guess what they're going to be doing your tweets who's a really good writer or you that's who's going to block and when you look at step one and find out what's not working such as direct mail you now have not only human resources with huge financial resources that you now can use in step 4 and then of course the last step is to implement some way to measure because you can't manage what you don't measure so it's really critical and the nice thing is everything you do in social media it goes through a computer so there's a way of tracking everything that you do so you know what's working and what's not and if it's working keep doing it if it's not working either fix it or just stop doing it put your resources someplace else if you want more information about me Ron South go com if you want to know about the book the social media Bible and if you want these slides and a whole bunch of other free stuff then go to extreme digital marketing and i'll send you a password we can download free stuff ladies and gentlemen truly thank you so much for coming out here today and spending this time and i'm going to turn it back over to sukin for question-and-answer we're going to spend about the next 15 minutes answering any question that you've ever had about social media thank you on so much we have a with few questions in the queue so we'll take those men will look for some more one question is you know talking about the the marriott blog and having such engaged sort of viewers and visitor that you know it almost a little bit over half a million a month how much of that do you do you sort of a credit to the social media and the google juice or how much do you credit just for the fact that the marriott brand well you know the numbers are directly proportional to the the brand awareness there's no doubt about it marriott so if you're a small one person company and the dry cleaner in Northern Nevada okay you may not get 600 million people but what if you got 600 people engaging in your brand and you know 600,000 compared to 600 is significantly different but 600 is not bad I mean if people will come to your blog read your blog comments on your blog it will give you ideas for new blogs that'll start this thread this conversation but in marketing what we call it as brand engagement how else can you get your customers not to just see it ad I mean we think that that's marketing we're not just seeing that we're getting our customers and prospects engaging in our company's brand and that has a tremendous amount of value and the more you blog but once you reach a critical mass once people start to become aware of it that number grows faster faster and faster and isn't that what marketing is all about brand awareness and brand engagement thank you absolutely and it's a couple of there are a couple questions that just came in you know what do you think about the sort of the current like coupon crazy you know the groupons and the living socials and how do you feel like that fits into a small business strategy or social media strategy you know I really like Groupon in Foursquare and some of the other companies that are out there that are what's called geo-targeted my company is international extreme digital marketing I sell educational products all over the world so something like groupon or Yelp or four square is it as applicable because my demographic is worldwide but if you're a local company if you're a dentist if you're a dry cleaner if you're a restaurant then those are critical because those are based on geographic locations so take Groupon for example once i signed up at a Groupon about once a day I'll get well with the latest coupons and I'll glance at it before I hit the lead and you know what every once in a while there's a restaurant that I might want to try where there's a free meal or there's a significant discount and it's going to get me to try that local business which you know what otherwise I probably never would have heard of and you know considering the cost you know almost every bit of this is one hundred percent free you know why not is what I gotta say how else can you advertise your company geographically locally as effectively as you can with those tools especially for the price I'm going to try and roll a couple of questions up into a multi-part questions or so check one is the recommendation recommendations for sort of a sole proprietor and how they can get started on social media to how often should someone update their facebook and twitter and then three is how do you get people to follow you on twitter and gain you know facebook fans excellent let me do the for the first one was a sole proprietor how do you actually perform so you're meeting where you find the time holes are the two questions those are great questions but i guarantee i also get by the time I'm done answering over there okay firstly pretty much i'm a sole proprietor i mean i run three companies right now real I've companies to LLC's and a c-corp out of California and I'm a sole proprietor I have two partners in my seat Corp in California but I do at all and how do we do it well part of it is allotting time and building a system first thing I do is I check all my emails in the morning and I go through and I read the ones that are important and I respond to those and I'll get to the ones that aren't important later and if I can delete some that's fine okay well that's going to take me anywhere from 15 minutes to 45 minutes depending upon how many responses and then okay maybe I'll screw around a little bit with Facebook maybe I don't have time for it today so you know it's just kind of creating a system if I'm the old edge Sullivan Show for us older folk there was a guy that always would come out and it would have all these sticks and you put plates on them and spin the plate that's kind of what it's like when you see one of the plates wobbly run over and spin it just work a little on facebook today send out a couple of tweets tomorrow focus mostly on your email and you know by the end of the week you haven't really put in that much time and hasn't disrupted your business but yet you've been effective and remember it's important more important to work on your business than it is in your business get away from the counter you got people doing that work on your business it's your job to do the business not to run it and the second question was a second question was how do you get folks to follow you on twitter and on facebook how do you get fans well you know and that's actually going to be the subject to my new book and yes this is a shameless promotion for my new book called fuse which I'm about ready to sign the contracts today and that's about total integration i'm calling it traditional media traditional media digital media social media when you squeeze them all together it becomes traditional media and the reason I say that is is that so many people are thinking of social media and social tools it's something completely separate from all of their traditional media no they're just new tools that have to go into the mix with your traditional and if you can start thinking of it that way that they're just new tools that have to become part of your overall strategy now you'll start thinking about how do you integrate those two so for example you heard me say several times during the presentation make sure that your you have an automated email signature that has all of your social networks in there make it easy for someone to find you make sure that your business card has a you are barcode so the person is even have to type in your number they just point their phone and it automatically dials make sure that your you're on your product brochure you have your facebook address make sure that when you send out an email that your all your social networks are in there make sure that when you tweet you're linking people back to your website make sure that your website have access and like buttons for your Facebook page total integration if you understand that concept one will feed the other which will feed the other which will feed the other and you get this exponential growth in your marketing when you completely integrate traditional and digital media and then the other question was how often should you post on Facebook or on Twitter and that question can actually be extended to how often should you send email blast and it all gets back to you heard me say the importance of the what's in it for me the WI ifm and the I didn't know that how often you should post email Facebook Twitter Linkedin whatever is going to depend on the quality of your content content still is king the better the content the more often now if I sent you by this this is on sale and I sent you one of those emails three times a day how fast would you hit the unsubscribe button probably the spam button as well well you would but because it's going to get really good content on Twitter things that you never thought of because this is what I do for a living is think about social media and how to apply it to mark any small businesses i can send that out three times a day every single day and you're going to be looking forward to the next one coming in so do you see it's based on content the better the content the more frequent you can post and I'm sort of that say no as you're looking at your content and the question is sort of should tweet be completely different from posts on facebook or should they complement each other well yeah that's that there's a whole bunch of schools of thought out there when you sit out your tweet you can actually click a button in HootSuite and have the exact tweet be posted on your wall and Facebook and also be posted and LinkedIn and some people kind of get a little tweaky about that I'm okay with it because personally what I found is if you're into Twitter you're probably not a facebook fanatic if you're really into Facebook you're using that to communicate with your friends and maybe not so much Twitter if you're heavily involved in email and that's your yet so everybody's kind of got their own likes and dislikes there they get fanatic about one technology so while I may get an occasional complaint that I've seen your tweet your Linkedin your Facebook or identical and okay but I think for the majority of people it's ok to cross pollinate but the other thing that's also is important is that the scheduled tweets come across that way so every once in a while you do have to put in something a little bit personal like today I sent out a tweet hey I'm presenting for nevada state bank how cool well you need to send out personal ones in addition ok I know you talked about HootSuite a couple of times and some of the other sort of scheduling programs and there's a couple of articles that were just recently published saying that hosts especially from hootsuite maybe your Facebook page aren't as shared as often as ones that are actually just done by someone sitting in the computer and sort of manually typing it into Facebook have you heard any of that research or have you seen any of that yeah yeah absolutely that's kind of what when I was referring to a minute ago is that when you schedule them they kind of come across a little robotic even though they're in my words they're in my language and wouldn't they really would have been much different than if i actually just sent them out but for some reason psychologically people kind of get a sense that they're mechanical and they don't like it and the retweet rate is a little bit lower but i gotta be honest with you I don't have time in my business to sit and remember and to log in 127 times on to Twitter to send out fresh tweets so as I said earlier one of the things that you do is you do some of these robotic tweets understanding that maybe the retweet rate isn't going to be quite as high but then you kind of pepper it you season it with fresh live stuff that people know is actually live and it's not pre-scheduled so you may pay a little bit of a price but that's really in exchange for saving a tremendous amount of effort take a couple more here for someone that is creating a marketing company what are some good resources at your work that you can recommend if offering the social media as sort of product to client what are some resources that they could potentially resell or this they should have in their tool boxes they're going on to talk two new clients absolutely and you know again it's going to sound like a shameless self promotion because it's exactly
what it is there's actually several marketing companies around the country that buy my book and put it on their desk and what it does is it gives the marketing company credibility I mean it's only a thirty-dollar book and it's a great way to sit to build a relationship but when they see that it's 800 pages they're like thank God I don't have to do this I'm going to bring in the experts and that is a shameless self-promotion but really the most important thing to bring in is a working knowledge not just a Facebook and Twitter and I can't believe how many marketing companies that's really focus on because that's all they ever hear about and they're easy you know if not sneak into a Barnes & Noble and at least flip through the table of contents and that will give or download these slides and that will give you an idea that social media is really bigger than just Facebook and Twitter and the most important thing is if you're walking into a client the most important thing I'm repeating it on purpose its strategy the rest of tools I mean it's like building a house without a blueprint you walk in with all the carpenter tools and all the two-by-fours and you just start bagging it away on building a house before the client tells you what kind hours you want that's how foolish that is so sitting down with the client and really thoroughly understanding what they're trying to accomplish that's the first thing and then pick each one of these tools and develop a strategy for each one of these which includes a conversion strategy once I'm successful at Facebook what am I going to do with these people once I start sending tweets what am I going to drive them to what I'm sending out an email what is the purpose what do I expect them to do and that's continuously missing in all marketing companies and it's the most important thing all right I think one more question that will wrap up here but in your in your interview in your mind you know how do you differentiate or how do you position yourself in social media if you have a business that you're selling sort of a product versus a business of selling a service how to use you know what potential strategies because you could you use for those two different segments you know honestly my companies do that i mean my speaking company sells a service i do keynotes and webinars like you see here and i travel around the country and that's that's a hundred percent service and my extreme digital marketing sells one hundred percent products there's no services offered on there and you know what I don't really see a huge difference that because the first and most important thing is building trust with your prospect if you want to convert them to a customer period that's the first thing and that's what social media does best and all marketing is designed to do that is to start building the relationship between the prospect and the company whether it's service or product so that's critical and social media is awesome I'm building that level of trust because one of the things that you can understand is there's something called a buying funnel which means that not everybody's ready to buy your product right now that's a harsh reality and that's why you can traditional marketing is so ineffective you broadcast your information and only a small small small percentage of people are even thinking about your product so the trick is in the quick example is at night during commercial television primetime television how many times do you see fast food like McDonald's or how many times do you see that darn pickup truck commercial oh my gosh give me a break with the pickup truck I'm not getting up at eight-thirty and night running down and buying a pickup it doesn't happen that way but you know what it might be a month it might be nine months later when i'm buying getting ready I think wow I need a new car I think I'll buy a pickup truck I think I'll go down to the one that I saw on TV last night and that's how it works so it's about building that relationship so that when your customers are ready to buy your product or your service that there's a level of trust they come to you first and they never think about the competition right lon thank you so much for your time i'm going to just talk about we talk about blogs and social media and everything today but we want to just put this out there for everyone this webinar will be on demand at Nevada small business comm within the next 48 hours of course you can find us on facebook facebook.com slash nevada small business and you can find us on twitter at envy small business and our next webinar is on october sixth with patrick's know he's the affluent entrepreneur 20 proven principles for achieving prosperity again we'll be back there october six at 9am he patrick and talking about developing the character traits of successful entrepreneurs grow your small business on a limited budget prospect your way to sales and using free samples to develop more business you can go ahead and register today at NS bank.com / web event thank you to everyone that participated thank you so much long for being our guest speaker and we'll see everyone october six ladies and gentlemen it does conclude our meeting for stay thank you for your participation you may now disconnect
