Title: Adjusting Your Marketing Spend and Tactics for Social Media
He started off having mic problems, and used that to remind us “it’s not about the tools.”
Going to a conference without a goal is sorta like going to a grocery store without a recipe in mind. So figure out what you want answered, then get those questions answered.
ROI with social media: How much did I get out of this free tool? Anything over one dollar is ROI!
Everyone is a sales person. Appreciated that Chris said to translate money into whatever for non profits. He gets it.
Grow bigger ears – use listening tools to listen to your community – what they’re saying, etc
One to many communication can be a problem – it’s so much better doing many to many, assuming everyone plays along.
What costs more – great customer service or a marketing campaign?
Don’t start your email with the “can’t view this? Click here for text” question. It makes you look bad.
Every time you have answered a question in email, you’ve blown an opportunity to answer for lots of people. Every time you create a brochure, you’ve done the same thing.
Shouldn’t have a social media department – instead, those people should be in sales , marketing, etc.
Treat your communities as gold. Go to the bookstore, get a relationship book, and replace your significant other with your customers, your office, etc. Because it’s much the same thing (ok, except for the romance part).
SAS (the company) – they listen to their customers,then make stuff for them based on what they say they want.
Three important things to do with social media – listening, connecting, publishing
Connecting – comment on their blogs. Be real, like when you talk to people in real life. Don’t include your URL at the bottom of a comment – it looks like spam.
Publishing – go create something. Doing something.
Chris devotes 2 hours to social media a day. 30 minutes listening. 60 minutes connecting. 30 minutes publishing.
Where’s the GPS for your business? Figure out your destination, then figure out how to get there.