How To Use Each Social Media Platform I've known as long as you but I come from long I mean I don't mean go
probably 15 years so I was in distribution I worked for rep companies
I've known Dave for probably 12 or 15 years I quit my job in November I didn't
know I was quitting I expected them to say hey no come out for dinner and
drinks let's work this out and they said no that's okay see you later so I will
see that's still to be said so November 4th they opened the tech reps and I want
to market as well as distribute or represent product I think there's a big
gap in the market when it comes to distribution representing and also gap
in your market so so a lot of people wonder what I'm doing they can't figure
it out and basically I'm just marketing for you guys and not just shoving
product on your throat and calling you at the end of the month and saying we
have to hit your rewards points we have to hit your goals and stuff like that I
want to be on the front lines with you if you have any projects you're working
on let's go live call me a problem on this unbelievable project can we go to
Instagram and go live and we'll talk and I'll walk you through instead of you
know a lot of homes on us so I'm able to do that for you I love going up to
projects with Steve he just left he'll come out and film the project give you
guys value back like that and promoted out on your social media platforms so
I'm not here to be an internet guru I'm here to help you guys figure out how you
can be more successful and use the Internet to your advantage right so I'm
gonna do my best to get through this class hopefully I'll provide you guys
value and then you guys can call me up we could work together we could run some
Facebook Ads a lot of it is what we call test
learn and adjust so you put a Facebook ad you test it you learn what was wrong
just it and then you go on from there alright so on the presentation the
overview why social media why marketing awareness social media how to social
media website and SEO we'll touch on it some email campaign if you guys want to
do that as well I did two years of business programming and build my
websites I started in 1998 with actually 92 edit and ER elects 1004 us older
folks and then it went over to web TV for a while and here we are in 2018 so
why social media obviously you want to drive customers to your website I think
the biggest mistake people are making today is they're pushing the boost
button on Facebook or they're putting up a website but there's no conversion
there's got to be an immediate conversion for the end user because we
all are because an impulse mccall which is okay each platform obviously it's a
great way to promote content give real customer insights we're gonna get
feedback you're going to be able to learn from that feedback and you're
going to go out there and do it again again test learn adjust increases brand
trust and integrity in the 70s and 80s it was Macy's Sears all those big
companies and they put remember the first Herman sports store came in like
look at the size of the store like they have to have money they have to be a
really big company today I believe that that's done with how many people follow
you on Instagram how many tweener problems do you have
how many likes how many people are engaging with you it seems the first
thing somebody says I'm on Instagram you like followers do they have it it's
giving us credibility so I think that's changed a lot and now those companies
like Toys R Us what happened to them a business going down so they didn't
they didn't convert on the internet they were actually using Amazon to sell their
stuff in the beginning helps manage your reputation
it helps keeps customers engaged which always leads to more sales any questions
over 70% of Americans on social media it used to be NBC ABC CBS FOX C and then
all those good TV channels that would get our attention
they'd sell the stuff through the commercials and now it's Facebook
Instagram Twitter YouTube and those social media platforms where everybody
is social medias deployment of the new word of mouth everything you do is down
on social media it's the word of mouth you have a really nice project you give
a really nice experience in that image or on that video someone's going to
share it someone's gonna like it someone gonna talk about it
when's the last time you watch the commercials sure Gary Vee you know we
all watch TV when you fast-forward right through the commercial we're watching a
lot of TV sports event the first thing we do is look at our email looking at
social media again while that commercial is playing market the year we live I
don't believe in paper it's you know when you put out a paper and you spent
money for that and you can't retract it you don't know who looked at it you
can't adjust it and once it's out there it's out that you spent the money at
least on Facebook you throw five bucks on an end you could always pull back two
days later and say you know what I'm gonna change the context I'm gonna
change the image it's always been in that you can make manipulative after you
put it out there Walmart didn't spend ten billion it's over ten billion
dollars that they they paid for a jet and a couple of other ecommerce sites
and those that money spent was not to help you guys sell more smart home
automation equipment Amazon home services now in the arena so again
instead of sitting here complaining about Amazon or typing away in Amazon
anything negative I always like to go to the positive I always like to see how
can we as smaller companies help ourselves
smart Belle's smart pension all that stuff is coming it's going to be an
incredible credit world website business cards with 90 so I have business cards
I'll hand them out but really my phone is right there you have your phone you
want to do business let's just swap numbers there's no reason for me to take
a business card from you if you want to do visits let me give you my number now
or I'll take your number and we can work that way I think the websites becoming a
little more static because people are spending money on Adwords
to get them to the website but then there's no conversion again and it's
like doing the crazy dance me and Jay Jose thought about doing the crazy dance
on social media you're able to reach out to a lot more people than waiting for
them to come to your website or search those magical keywords that they're
gonna find you on that Google website is anybody running Google Adwords
how many people have website websites right the website and getting traffic to
it or no so this is what it's gonna look like in five years Google I need a TV
and Google is gonna spit out ABC ad will be here tomorrow so what I'm telling you
is I would concentrate more on the voice on Alexa and try to figure out how to
get into those algorithms because in the five years you know when the iPhone
first came out there was only a few apps and then you had a hundred apps and you
had a thousand after the people who have had the hundred apps got all the
attention cuz it wasn't surfing through endless
apps right so you're right here with Alexa now it's the land grab get a voice
skill figure out how you can provide value to your customer and of course
broadcast that skill out there Alexa I need the following pretty a TV install
your audible ship from DSG tomorrow Thanks
it's gonna work guaranteed all right how many people on Facebook Facebook is
everybody on Facebook Instagram so you guys are all familiar so this is the way
I broke it down Facebook's like a public dinner party twitter is like a cocktail
party a blog is like a public or technical diary TV channels for
everything on YouTube LinkedIn is a trade show corporate conference and
photo album you get the rest of it that's where the magic happens what's
next and how can we get on there early again the arbitrage of being one of the
first out there that might not be a lot of audience or a lot of people but those
people that are on there gonna pay more attention to is there's not a lot going
on how many hours a day is your future clients spend consume any social media
anybody want to take a guess Shannon how many hours a day you spent
on social media for hours you being conservative nine hours no I know yeah I
mean my daughter she has a TV in her room she's always on the phone right put
the TV on you guys experienced that at home if you have kids like be able to
put the TV on there just in their phone you watch TV is just in your phone
sold a Playstation so this is where we jump into the platforms I like Instagram
the best 800 million active users I think 80% of that is outside the US so
for you guys concentrating in a more New York area it's a little bit more
difficult Instagram stories is at the top what's
the main reason for these platforms for a long Zuckerberg or what's the main
reason why do we have these platforms what are they running that's money they
want to make money how do they make money by keeping you on that platform so
the content you put out is going to be favored more if it's good because you're
drawing attention to that and you're keeping that other individual on the
platform so the main purpose is to put out good content so Facebook favors you
and you keep people on the platform good so you have Instagram stories they
disappear within one day within 24 hours you can post that up there that's gone
you could run a poll ask them if you know I put up a picture of a movie
theater and I'll say who would Netflix and chill in here yes or no you're
getting feedback again seeing who's interested in your content and its
really doing polls yeah
absolutely you know hacking culture trying to get into their brain yeah I
like the polls story highlights is similar to stories
but you can keep it on your profile and in this market smartphone market I
probably have three or four of them one would be a home automation system if you
do Crestron the control for the other one might be a TV brand or TVs do we all
know but and just have these short little videos on that profile so people
when they visit your profile they can use them to click corner live videos I
love me and they've been doing a lot of live videos at night on Facebook it
brings attention and we've watched those audience numbers grow from one or two to
five to 15 and the more you do with the numbers will grow as long as new content
is interesting and we have a lot of fun ourselves I mean you watch two or three
hundred people view it over 24 hours and hopefully getting some value out of it
and again I always say the more content you and I create the more successful
we're going to be because Amazon is out there doing belts and shoes Lowe's is
doing lawn mowers and weed whackers and we're all competing in the same stream
so of all ten of us of whatever's in this room all put stuff on social media
about the smart home it would bring more awareness to our market and hopefully
more awareness to you tag other Instagram Instagram oh this is important
go live with Florence there's a guy is technically TV on Instagram he's one of
my favorite instagramers because a lot of people post something like this and
you're not you're not going to make me pick up the phone and call you for a
smart woman when you have just beams and wires Hanna
there's no interested in there's no grab to it if you look at the bottom picture
now it's a little more exciting and enticing like that's really beautiful so
what technically TV does I think that stands to grab handle he takes pictures
of his clients after the work was done with a big smile on their face I wanted
to get him to do videos for you guys to do videos
your clients even in distribution when somebody comes in and they're constantly
buying product get a video with them just hey you mind if I do a video
whatever he's buying because you keep seeing them buy that he obviously
believes in the product and dealers sell other dealers reps and distributors it's
difficult for us to get the information to dealers but you guys if we can get
videos of dealers saying this is a really the product I don't have a lot of
problems with it I think that's the way to go when you're in distribution so
this works both ways using that live with using those videos guts please in
the reading so I'm in the public relations business for the manufacturers
and it's very beneficial when on putting some sort of a case study out there or
unique study that quotes a dealer whether it's a testimony or an
endorsement from a dealer to the uniqueness of that particular solution
or the application because we know in manufacturing that an endorsement from
another dealer will resonate with other dealers anybody has anything to say
please that's how I'm gonna learn and that's how we're gonna learn I throw
myself up from the room so going live with clients is an awesome way to get
attention and again it gives you confidence but it gives it
validation credibility what I'm looking for that was the word credibility he's
got to be you know yes absolutely yeah well you want to pick and choose the
people you can go live with the threat you know definitely I'll give you all
the credibility stand there and go go for it for direct messaging is cold you
could probably direct message 100 people won't get an answer but it's the--it's a
chance of them answering whether it's a celebrity or somebody that can endorse
you I'm gonna go into hashtags now deeply it's important you got who's on
Instagram your Instagram Instagram or on Instagram when you hashtag us and you
start to hashtag something on Instagram it's gonna automatically try and finish
it right you have an order for our hashtag fill I guess you could say and
it tells you how many people use that hashtag and your goal when you hashtag
is to get an audience is to bring exposure to that post so you know when
you go to hashtags it gives you a recent column and it gives you a latest column
a recent and a popular top top column top pictures and recently what you want
to do is you want to find your sweet spot of hashtags to get in the top and
consistently be in the top because that's what people don't notice you like
your picture and of course if you have a good content they're gonna follow along
a little better a good ego sure I'm gonna get you on Instagram so what I'm
saying is when you start to type out that hashtag it's gonna say six million
times right so as soon as you use that six million the hashtag that's been used
six million times it's gonna drop fast you're gonna drop really fast because
everybody's using that hashtag and that image drops fast you don't get a lot of
exposure or is if you find a hashtag with 200 it's gonna stay up at the top
longer but a lot more people aren't going to see it so when you start
hashtag I don't the tech reps if we hashtag and we use a
hashtag that has between 20 and 60 thousand users we're gonna stay in the
top if I go to 100 150 I'm losing I'm gonna be in the recent and I'm gonna
drop out of nowhere so as you guys hashtag I would mix it up a little bit I
would go between two hundred five hundred a thousand ten thousand and see
we'll get you to the top and then continue that way it'll grow as your
account grows if that makes sense right because you just want to keep that in
the top the hashtag all right Instagram will have benefits beyond let's say for
example Facebook or or LinkedIn or Twitter free degraders
as far as where my history is this custom integration so I know the product
and all a lot of the people I know the system you know it's just my experience
on a general level it's just knowing that Instagram has 30% more engagement
than Facebook so I've literally done tasks where I'll put the same picture up
on Facebook and Instagram and my Instagram will definitely get a lot more
attention than Facebook that's huge yes huge and what we're doing is we want
attention but Facebook will get into it has other
benefits as far as demographics posting longer posts I like to thing Instagram
is a magazine it's my magazine for my company
so as you're flipping through those pictures literally like a magazine so
Facebook is more like a dinner party thing
I have it linked but I also said I post separately on my Facebook the Instagram
always goes to the Facebook and then I linked it to Twitter they're all linked
but it's still separate things going on and I'm not asking everybody to hop on
all these platforms today doing it for a while I would choose one platform
probably Instagram and start there and you get to learn hashtag new youth
another platform after three or four months you know have the page for
Facebook page getting the bleed over from the
Instagram but then every once in a while posting something individually on
Facebook to change it up there's a lot about followers are on both platforms
and see the same material I put up so links do not work in Instagram captions
you probably know that you can't link out of Instagram so you have to put it
in your profile a lot of times in the beginning days when I had a video up I
would put the link to the newest video up in my profile now I just have it on
my website and when you go to the website all those videos of that from
the YouTube me so this is my opinions make sure you post a related to your
brand I respect my brand which is the tech
reps I look at as a separate entity I have to guard it and I I'm not the tech
reps the tech rep is its own so what I'm doing something on the tech reps I
respected I don't put my family pictures down and put my barbecues it's really
because the people that I want to engage with our expecting technology that I'm
expecting in pictures of you know my family life I have a separate page for
that and I understand some people think the other way that's fun I'm just
telling you how I think some people will put their feather pictures up saying hey
this is me and my company it's a small company I like comfortable whatever you
guys decide I just like it to keep it professional
run giveaways promotions engagement my one of my biggest pet peeves on the
Internet is people don't engage big manufacturers they stand on these
platforms with their arms crossed they have 1.5 million or 40,000
followers and then following two hundred people as we move forward into social
media land I don't think I think that's why I'm a seasoned seasonal as other
companies business as well is because John started
freaking his old t-shirts this guy started making his own hats and they
started engaging individually with people and you want that people want to
feel connected if I feel disconnected from a manufacturer that sells speakers
and somebody grabs my attention from another speaker manufacturer and they're
liking my posts and they're following me that's where I'm going you know I'm
saying that's why I'm out here with you guys today I want to engage with you one
with these social media platforms and provide value if that makes sense yeah
you put questions in the comments to help people engage more Instagram
influencers is pretty cool I think it starts at 20,000 followers when you see
somebody around 20,000 followers that's on something specific whether it's a
vacation photography page it's very like the tech reps like DSG it's a very
specific driven page and when we get 20,000 followers people would probably
engage with us they listen would you sell this product and I post me page so
I approached an architect page that had 1.5 million followers and I wanted to
post a picture of mine for the tech reps to gain traction and they said yes well
absolutely posted I had a really good smile for a second they said okay it's
two hundred and fifty dollars an hour so for me to post my picture on their
Instagram it was two hundred and fifty dollars an hour I didn't do it but
that's the way Instagram is it's marketing and want that money so then
that's when I clicked off and said I'm gonna be like Shannon I'm gonna get on
Instagram and I'm gonna try to be an influencer and the long-term in five
years I want those twenty thirty forty thousand followers so that my
manufacturers can come to me and say hey listen would you post us up there
absolutely this is what it's gonna cost you so you're building a business inside
of the business right and I think when you go to sell your business even if
everybody says all Rob you know Instagram is going to go off in three to
four years that's great I can't wait for it because I'm gonna be on the next
platform and all the people I haven't followers on Instagram I'm gonna
remember say hey Rob's on this new whatever and
poles on there and Chris and everybody else's so don't be afraid that this is
going to crash or sink because your brand is out there you have the exposure
to go on to the next platform all right Facebook two billion monthly active
users Facebook Ads you could boost them but the value when you boost it isn't in
just clicking the boost now is anybody wrote a Facebook ad nobody all right
good I caught you before you lost a lot of
money so Facebook guys you got the little boost button I'm sure you guys
all saw it you can go into demographics I'm running one right now and rumps in
New Jersey so you you can pick anything out I mean you could tell us what age
you want to be how much money they may be here what their gross debt with
everything so I ran it you have to so in order for you to see this ad it's a it's
for high-end movie theaters it's a picture of grandparents holding a
grandchild we're trying to entice the grandparents to come back in to the
movie theater and have their grandkids and maybe the grandkids will stay a
little more if they have a movie deal so you have to be a grandparent you have to
make over 300 thousand a year but you have to be liquid over 2 million liquid
so the reason obviously we want to do movie theaters maybe a 30 year old or
even 18 euro can afford one of these but we're demographic an older crowd because
if you ever watch Shannon on her Instagram she's like this right where a
60 year old is gonna go a little bit more they're gonna slow it down so when
you do demographics you want to think about the way they react on these social
media platforms so again high worth value the grandparents that
kids and the slower-moving that they're gonna read that in
how am i doing you have value all right
create and advertise events Facebook's out of an event which I like to use
meetup this is pretty cool so meetup was cool we put a meet-up in the last moment
we did SEOs house we had three people and it's just bringing more people
obviously you guys are dealing with the public you might want to use Dave's
showroom here and have a meet-up and let them here so let's let them check out
the movie theater I tell the guys for raver is if you have a high-end client
that you qualified they don't have a home theater and a lot of the installers
need to tell your installers your deal is this when you send an installer out
of the field have the installer note what is on the wall is there a poster of
kiss is there Elton John is it some movie and you bring that back to the
owner of the company and then you come to me and say Rob the guy who loves
Rocky okay fine on this date bring him up to the movie theater with five of his
friends will give them wings and beer and we'll play rocky and we're giving
the disc at the end of the day if it's the Yankees Opening Day
throw some Yankee shirts on the back of the chairs have them come to the movie
theater we have a local restaurant supporting us or works with them as well
it's usually local people coming into the movie theater take advantage of them
have conversations create Facebook videos Facebook live we talked about an
Instagram live me and David usually on 9 10 o'clock at with Jay Jay get with the
guys on business milestones in 10 business Facebook payments is really
cool the to get the sale you want the least
friction as possible so when you're selling something they have to click
here they have to click that divot when you see a picture it's literally gonna
be a mark on there we just buy that a moment you know so if you have a picture
of a living room you could put a so no sound bar so no subwoofer a logitech
remote Lutron casita on the wall and each one
of those spots they could just pick and buy it right there from the image I
picked this image out as well because it provides value to different groups of
people number one other technicians are gonna
love this the remotes on the back of the TV it's not cluttering up the drawer
they know where the remotes are and for the homeowner they're gonna look at that
and say wow that's a really cool idea I wonder what else we're strepa
renovations can do for me right so it gives you a lot this other one the good
night from my friend Jen when people are going through this stream as soon as you
seen advertisement it's it's that's a little I got to get out of this but when
you see that it's a theme from Facebook so why not say good night Alexa or did
you tell Alexa good night so you actually welcome that in the ad
before they realized it was a head right because it's only on Facebook that I've
only seen that theme on Facebook Twitter is one of my favorites it's not what I
use all the time but it's just like one of those places anything can happen
328 monthly active users on that tweet up there I got 90 thousand impressions
1,400 lights and 266 retweets that's just to show you what can happen at a
tweet 90,000 people saw that it's not somewhere where I would post it I always
run with the hashtag of trending hashtag it's more of a counterpunch to engage I
use trending hashtags so when you go onto Twitter it'll tell you what
hashtags are trending sometimes I'll take every one of those hashtags
and put it into a one tweet and you'll get about a thousand impressions so
you're watching TV and that a lot of people watch TV shows and they're
commenting on these TV shows and I'll say something like if you're not if you
don't have solos you're not listening through walk walking dead or something
like that's something that encouraged Oscars on Superbowl was also met some
clips of each play and posted that they got a lot of impressions again just
hacking culture there's an ad in the am by Chris Neto of Barco is an awesome
tweeting group we all get in there when you wake up in the morning it's the
first thing I do is go into a be in the a.m. I absolutely love it there's a you
know this I don't know how many people but there's a lot Chris will ask us
questions and we all talk about the things in the industry whatever Chris's
and it bleeds into other things Chris thanks for setting that up it's a really
cool group AV and the am interactive influence you can grab anybody on
Twitter the same as Instagram and create lists so you're not going through your
whole Twitter stream you can create lists of your favorite people to watch
this piece YouTube's 1 billion monthly users it's the second largest search
engine behind Google I put up my first video March 26 last year and right now
we have over 72,000 views and they had no idea where that video was gonna lead
to it led to me being here with you guys and really paying attention to while
YouTube so when you do the title anything I post whether it's on Facebook
Instagram or YouTube it takes a while there's a 20 minutes to it to almost an
hour sometimes thinking about what hashtags and what image of you is what
am I gonna talk about you want to do that for the title of YouTube you want
to say what is the best remote control you want to use keywords in that title
too many people just putting the weird stuff in there like it's an MA Jake's
Pro whatever you are see people are going to go into Google and search and
makes promise they're probably a technician look for information you have
a lot better chance if you say what's what is or how to do those work on you
to fill out the description as much as you can so if I was doing a post on a
remote control would say what is the best remote control for a smart home
solution at home automation keywords all filled up the description I would go to
that remote controls website I would take down the context and I'd put it in
the description put links in the description whether it's your social
media or your website and all that good stuff
then using cards and end annotation is able to link out of the video to go and
buy a sale get on to your website or other social media platforms when I do
my keywords in the bottom there's a section I don't just put Bartle I break
every word down first so it's smart kind of a homecoming smart home comma I'm
using a bumper in front of the video when you put up a video it's gonna be
about a remote control you can call control for and say listen I need a six
second video start your video for the six second video in between and then
continue your video it provides value to your manufacturers strengthening that
relationship again showing them that you're supporting the brand by putting
them directly in the video custom cover for the video that's a lot more
attractive than just a picture of her and the closed caption works you have to
set the closed caption on each video but again as YouTube Scrolls through all the
information of that video if you have closed captions I believe it will look
at those closed captions again with the words that you spoke with no controls
set over like that LinkedIn you should use business-to-business I
think it's hard to get the homeowners in LinkedIn but if you wanted to get an
architect or interior designer it's a great place to do that I wouldn't jump
in and say hey I'm the best control Ford dealer it's a little annoying I like to
go in and just start a conversation Pinterest is interesting anymore percent
of the female we know that the female makes 80% of the decisions in the home
don't say anything you got a long time so Pinterest is a great place and
snapchat I stay off of because it's just not my demographic 18 to 30 girls is
where snapchat so that's it fellas that's it it was a value enough I think
it's great use of integration yeah you know it's the $64,000 question right now
on how to use social media to move your company forward no matter what you do
you know so for you to provide a pathway like this integrators I think is is
really really beneficial appreciate for we as I said the rough the wrapping
company is my main focus and it's so hard because the dealers are saturated
district everybody use your saturated it doesn't matter who you are you have so
much coming at you as far as emails phone calls texts how can I be different
than the next guy the next round I mean let me give you some value I'm
not gonna help you in your business and that's really one of these networks it's
really so hopefully I did that today I'm gonna continue other avenues and figure
out how I'm gonna help you
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