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Social Media Hacking

Author: Kristin Jordan – AC Supply, Marketing Hacker

WHY USE SOCIAL MEDIA

  • GIVES YOU THE ABILITY TO DO MORE WITH LESS
  • IT’S A PLATFORM TO TELL YOUR STORY
  • IT’S TESTABLE, TRACKABLE, AND TARGETS
  • IT ENABLES YOUR TO USE CUSTOMERS TO GET MORE CUSTOMERS
  • USE SOCIAL MEDIA TO GAUGE THE AUDIENCES INTEREST
  • Why is it better than traditional marketing? – it fundamentally reduces the risk of being wrong – FREEDOM TO EXPERIMENT!

YOUR SOCIAL MEDIA STORY:

THE HVAC INDUSTRY HAS A REAL COMPELLING NEED FOR HUMANITY AND YOUR STORY CAN GIEV COMFORT, EXPLAIN TECHNOLOGY, AND EDUCATE ON MONEY SAVING OPPORTUNITIES.

  • YOUR ARE UNIQUELY QUALIFIED TO TRANSLATE THE HVAC PRODUCTS TO CUSTOMERS
  • YOUR CHANCE TO BE AN ADVOCATE FOR OUR INDUSTRY
  • WORK BACKWARDS AND FIND WHAT IS SPECIAL ABOUT WHAT YOU DO AND THE PRODCUTS YOUR SELL.
  • MAKE YOUR LIFE EASIER AND BUY GOOD PRODUCTS

How do you start?

  • Create a timeline to tell your story on social media
  • Timeline should include introduction, details, incentives for growth

GREAT TIMELINE MANAGEMENT SOFTWARE: AIRTABLE

WHY IS a good story SO HARD?

  • IMAGINE YOUR PRODUCTS FROM SOMEONE ELSE PERSPECTIVE
  • NEW PRODUCT – WRITE UP THE FAQ SHEET YOU THINK YOUR CUSTOMERS WILL NEED AND USE THIS TO EDUCATE YOUR CUSTOMERS ON THIS NEW PRODUCTS
  • WRITE A USER MANUAL – CONCEPTS, HOW-TO, AND REFERENCES

NOW MAKE IT BETTER

  • GET FEEDBACK
  • WHAT BROUGHT YOU TO THIS PRODUCT?
  • WHAT IS HOLDING YOU BACK FROM REFERRING OTHER PEOPLE
  • WHAT’S MISSING
  • WHAT’S GOLDEN
  • DON’T ASK IN PERSON
  • USE SURVEYMONKEY.COM OR GOOGLE DOCS
  • ASK BECAUSE YOU WANT TO DO SOMETHING ABOUT IT
  • DON’T BE AFRAID OF BAD RESPONSES – USE THEM TO MAKE YOUR PRODUCT BETTER
  • CHANGE IS POSSIBLE – BE OPEN!

KICK-START YOUR STORY

CROWDSOURCING

  • Facebooks = 1.44 billion active users
  • Twitter = 302 million
  • Instagram = 300 + users

TAKE IT TO THE NEXT LEVEL:

1.Make lots of Friends

2.A big crowd isn’t enough. It needs to be diverse

3.Expert schmexpert – We are al HVAC techs…

4.Make yourself vulnerable – Be Genuine

5.Give your crowd the recipe – Share things that educate or inspire

  • Provide content that is worth spreading
  • Healthy Home Tips
  • Money Savings Opportunities
  • Home Technology
  • Add tools that enable virality
  • Refer a friend, get $10 off
  • Get this deal for free if you recommend it to three friends who buy it using a special link
  • Skip the “Like us on Facebook”
  • Free Filter for Sharing to Five Friends on Facebook

6.Don’t try to sell them something

  • You will Lose them!
  • Make customers feel like they are getting something out if it

7.This is a long term relationship

Happy User = Marketing Tools

  • Keeping Customers Engaged – Service Contracts
  • Social Media Monthly Maintenance Reminders –
  • Notifications
  • E-mails
  • $10 off when you share this post
  • Ask customers to recommend you on their neighborhood Facebook Page
  • “Filters for Facebook” – Free Filter for every Facebook review
  • Retention & Optimization
  • Retention trumps acquisition
  • Education Rewards

How do you keep going?

  • Create your story
  • Create a timeline to tell your story on social media
  • Timeline should include introduction, details, incentives for growth
  • Give your story a #Hashtag
  • Crowdsource your friends
  • Incentivize Your Army to grow your followers
  • Keep Going! Keep Talking! Keep Posting!
  • Measure, Track, Revise, and Repeat!

Who is doing it right?