This infographic from CrowdSPRING is one that I?ve referenced numerous times in presentations, especially in my social media training programs for traditional media salespeople like The Globe and Mail Newspaper.
I think it?s a greatly underused opportunity for traditional media salespeople to spend more time with their prospects, and ultimately sell much more media space, by developing a more trusting, professional relationship with their small business and retail prospects, by not only selling traditional media space, but also augmenting the value of the sale with social media suggestions and knowledge.
This can include:
- Providing ad integration advice about social media chicklets & effective integration of social media promotional campaigns, so when they purchase advertising in your (traditional) media, they also see a boost in their social media community activity. I frequently see traditional magazine, newspaper and even television advertising that either 1) doesn?t include social community chicklets or names at all or 2) doesn?t provide the audience a real reason why they should bother joining the social community! The trick is to have logical, easy to remember community names, QR codes that link to the community and a real reason why the client?s customers should want to connect with them on social media.
- Becoming a trusted resource and friend, for the business owner?s social media ideas and promotions, so they?ll start to call you earlier in the execution process, before they would normally call you to purchase advertising. < this puts you as the sales rep in a position of knowing more about their business activities and being able to provide more consultative options (than your bosses, coworkers and especially, than competitive media sales reps). The best way to start this relationship is by ?friending? your clients & prospects on social media and sharing, liking and commenting on their content: gain top-of-mind awareness with top-of-social-feed positioning through frequent, positive, micro-interactions. NOT SELLING!
- Sharing your client?s social media promotions on your own social media channels, and if you can, to your media brand?s social media audiences / communities. Eventually, as your own media brand channels grow larger audiences, you can begin to monetize those channels by including the audience reach & impression opportunities in your combined media proposals, offering a ?growing? media channel and much more competitive advertising offer.
Small Business Usage of Social Media [Infographic]
Key points I take away from this infographic include:
- Gary Vaynerchuck used social media to take his parent?s New Jersey liquor store from $4 million/year in sales to $50 million/year in sales, all through social media. He spent 12 hours a day on social media, reinforcing my point that social media take time & attention, and if you want to impact your bottom line, you should consider hiring a social media community manager part-time or full-time to augment your own efforts. He?s now a social media superstar and head of Vayner Media an agency that helps brands become more social and monetize social audiences. (I?ve often said I?d like Sparkle to be like ?Vayner Media North?)
- Only 8% of small businesses use location-based social media services, like Foursquare. In July 2011 there were more than 500,000 businesses on Foursquare, and more than 10,000,000 users ?playing the game?, meaning there is a LOT more room for small business owners to grow their activities in location-based social media (that draw customers in) and to dramatically strengthen relationships with the few advanced social media users who are customers AND users of Foursquare. If you have a smartphone and are a business professional, I think you MUST start using Foursquare yourself immediately, to understand the potential value it?s community can have for you and your business.
- 9% of small businesses said hiring a social media expert would be the most helpful new hire, making it the second most popular choice, after bookkeeper. Almost every business owner I speak with has questions and needs help with social media; as soon as they can see the potential bottom-line impact from engaging these highly active consumer communities, they?ll see immense value in hiring a coach, part time or full-time community manager or strategist.
Crowdsourced Logo and Graphic Design by crowdSPRING
I apologize for using only some images from the infographic, the embed code for the full image wasn?t working. Click on this link to see the complete CrowdSPRING infographic.
Want me to attend your event, review your app, blog post or plans? Email me at debbie [at] theSparkleAgency [dot] com.
Have immediate questions for your business about social media you?d like answered by a panel of experts on #SparkleSOS? Send me an email or ask them on Twitter to hashtag #SparkleSOS and I?ll add them to the queue for an upcoming live show! You might even be invited to join us on the show!
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