Kevin Dieny: 00:00:00

Hello welcome to the Close The Loop podcast.

Kevin Dieny: 00:00:03

Today we're going to be talking about everything social media.

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And today we have a very special guest, a familial guest, joining us.

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Today's episode is going to be on, "Why should your business use social media?"

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Our guest is my sister, her name is Jessica Dieny.

Kevin Dieny: 00:00:18

She's the social media specialist at Cal Poly San Luis Obispo, where she

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manages the marketing channels and is the resident social media expert of the

Kevin Dieny: 00:00:26

University's Communications Department.

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Her content has been ranked highly by Meltwater, which is a crazy tool if

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you've ever heard of it or know them, and it has been featured in their five

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of the best university social feeds.

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So she gets in there and she's gotten content that everyone is interested

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in and she enjoys photography and hiking the central coast.

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So she's just up the way in California here, so welcome Jess!

Jessica Dieny: 00:00:52

Hi, great to be here, thanks for having me.

Kevin Dieny: 00:00:56

And I also have our two amazing guests, we've got

Kevin Dieny: 00:01:00

Matt Widmyer here with us again.

Matt Widmyer: 00:01:02

Hey guys great to be back.

Kevin Dieny: 00:01:03

And Ronn Burner.

Ronn Burner: 00:01:05

Hey gang!

Kevin Dieny: 00:01:06

Thanks for coming and attending this guys and for

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helping us get into this topic.

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Because this is a topic that whenever we talk to small business leaders

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sometimes it's at the higher levels social media is sort of that like

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oh that's for the millennials.

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That's for those young people.

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How's that going to help me with my business?

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Right?

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I have limited resources why should I spend a thousand dollars over here

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when I could spend it over there.

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And just whenever we talk about social media whenever we talk about email

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whenever we talk about channels.

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Channels are just a pathway that your audience finds your business.

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That's it.

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That's what a channel is.

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And social media is literally just one of those many channels.

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So it's a lot like lines at the grocery store or lines at a Walmart, if someone

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opens up a new line the crowd goes over there because they want to go through they

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want to get to what they want to get to.

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And so the same works with the business your audience is out there.

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And usually when you start a business you kind of know which

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channels you need to operate in.

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You know where you need to go and what you need to do.

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Social media has come out of something totally new and different

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and added a totally new channel.

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A way for your audiences to find you.

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And that's discovering you.

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Getting to know you better.

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It gives the business another channel and opportunity to communicate and

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build relationships with its audience.

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So to help us unpack this a little bit more, Jessica I have a question for you.

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So why do some businesses love social media and say, oh

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this is the greatest thing.

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And everyone's writing all these articles online and saying

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everyone should be doing it.

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Every type of business ever should be doing it.

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And others think no, this isn't for me or social media is just for

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a special crowd, that can't help me sell or move my business along.

Kevin Dieny: 00:02:52

Why do you think that is?

Jessica Dieny: 00:02:54

So that's a great question, and of course I think social media is

Jessica Dieny: 00:02:58

important because it can boost your brand awareness and help your community grow.

Jessica Dieny: 00:03:03

And companies who love social media are seeing that return on investment on it.

Jessica Dieny: 00:03:08

However I do see many in all too often small businesses wasting their time

Jessica Dieny: 00:03:13

and frequently money on it because they aren't utilizing it properly.

Jessica Dieny: 00:03:17

And I get it, it's hard, social media is a moving target and it

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takes a genuine effort to understand it and get into the flow of it.

Jessica Dieny: 00:03:26

And what worked last month may not work this month.

Jessica Dieny: 00:03:29

So it takes a lot of refining and flexibility in that way.

Jessica Dieny: 00:03:33

So, if you're not seeing the return on investment you all too often see

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people that stop making content or like leave a page blank and then come back

Jessica Dieny: 00:03:43

to it months later something like that.

Jessica Dieny: 00:03:45

And it just it makes your pages and your company look worse than it actually is.

Jessica Dieny: 00:03:50

In that way I see that you have to be really committed to it to have this return

Jessica Dieny: 00:03:56

on investment and to make it worth it.

Kevin Dieny: 00:03:59

Right, I think of how every channel, let's say it's selling

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through the phones, let's say it's direct mail, let's say it's social,

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it could be SEO, it could be paid advertising, the radio is a channel.

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Let's say in each of those channels there typically emerges a

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marketing expertise in that field.

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And they are usually the ones that are doing the work each and every day.

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For someone who's wearing a lot of hats, they might be like, okay, right

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now I'm going to put on my email hat.

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Okay, now I need to take it off and I need to put on my direct mail hat.

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And they're doing a lot of things.

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For someone who has limited time do you have some pointers.

Kevin Dieny: 00:04:35

Should they go and get an expert?

Kevin Dieny: 00:04:38

Or is it something that someone could do with some of their time?

Jessica Dieny: 00:04:41

I think in the beginning having that knowledge

Jessica Dieny: 00:04:44

of an expert is helpful.

Jessica Dieny: 00:04:46

I would agree with that but I oftentimes tell people that if you make the

Jessica Dieny: 00:04:52

commitment even once a week to set aside that time in those, even just a few

Jessica Dieny: 00:04:57

hours, and then once maybe a half an hour each morning you can make it work.

Jessica Dieny: 00:05:04

You can still be relevant in part of these in part of the channels and

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everything like that and do it well.

Jessica Dieny: 00:05:10

But I always think it's best when someone is committed to that social media role.

Jessica Dieny: 00:05:15

At least one person, it's gonna it's gonna pay off for itself.

Jessica Dieny: 00:05:20

And if you're trying to do an email, trying to do direct messaging,

Jessica Dieny: 00:05:25

trying to respond to direct messages and things like that and

Jessica Dieny: 00:05:28

trying to make content it's a lot.

Jessica Dieny: 00:05:30

And I am just one person who does it and it's a lot.

Jessica Dieny: 00:05:32

So having a dedicated person or a team I think is the best way to do it.

Kevin Dieny: 00:05:38

You make a good point.

Kevin Dieny: 00:05:38

We've always called it here these three guys know this the content tidal wave.

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Which is like, okay we're going to do something.

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We're going to go into a channel!

Kevin Dieny: 00:05:46

Great....

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Now what do we have, what's required by us to pull that

Kevin Dieny: 00:05:49

off, and it's a lot of content.

Kevin Dieny: 00:05:51

Ronn I see you shaking your head too.

Kevin Dieny: 00:05:53

So, Ronn how does social media in your eyes, contribute to

Kevin Dieny: 00:05:56

building a relationship with let's say the audience or consumers?

Ronn Burner: 00:06:00

You actually took the words out of my mouth because for me one of the

Ronn Burner: 00:06:03

main, main criteria, is that relationship.

Ronn Burner: 00:06:06

And social media does something very unique.

Ronn Burner: 00:06:09

The only thing that's comparable to that would be the website,

Ronn Burner: 00:06:12

which is it humanizes it.

Ronn Burner: 00:06:14

Emails, we try hard, I try very hard to have a conversational style of writing.

Ronn Burner: 00:06:19

Because we want to tap into them and an in a humanized way.

Ronn Burner: 00:06:23

We want to understand them and we're not there to sell them

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something we're there to help them.

Ronn Burner: 00:06:28

We're genuinely offering something of value that can

Ronn Burner: 00:06:31

help a problem that they have.

Ronn Burner: 00:06:33

Social media does a tremendous job of showing that the company

Ronn Burner: 00:06:36

is not a corporate machine.

Ronn Burner: 00:06:38

There's actually a person there.

Ronn Burner: 00:06:39

And there's actually somebody that can assist you and utilize

Ronn Burner: 00:06:42

it in certainly in promotional things and sharing the message.

Ronn Burner: 00:06:46

Cause I'm one of the believers that your message should be

Ronn Burner: 00:06:49

consistent across all platforms.

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Meaning that you're giving them the information at the location

Ronn Burner: 00:06:58

that they're consuming it.

Ronn Burner: 00:06:59

And then they're responding to that, at that same location.

Ronn Burner: 00:07:02

So if they have customer support issues or something...

Ronn Burner: 00:07:06

now all companies can't do this.

Ronn Burner: 00:07:07

However if you go directly to customer support, with an inquiry and it's being

Ronn Burner: 00:07:12

monitored and they get back to you that is a tremendously valuable for your company

Ronn Burner: 00:07:17

because of course there's the demand gen.

Ronn Burner: 00:07:19

Which is the awareness, and Jessica mentioned it earlier, brand

Ronn Burner: 00:07:22

awareness and those type of things.

Ronn Burner: 00:07:23

Bad stories travel quickly and far.

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But so do good ones.

Ronn Burner: 00:07:28

So you absolutely want to be on top of it in a very helpful manner and show that

Ronn Burner: 00:07:33

you're not just a machine pushing product.

Ronn Burner: 00:07:35

You're there to help, you're a community.

Kevin Dieny: 00:07:38

I wanted to touch on a few things that you said just

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so everyone keeps up to pace.

Kevin Dieny: 00:07:42

So when we say social media, we're talking about networks.

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Networks are sliced out, carved out areas, where your audience is.

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Think of it like people who follow a newspaper right.

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Your network is everyone that subscribes to that newspaper.

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Who's going to get it when they distribute their newspaper.

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Who's going to be reading that?

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What does that demographics look like?

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What kind of people are reading that?

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What are their behaviors, are they going to be interested in what you have

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to say if you put it in a newspaper?

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Those are the really important questions.

Kevin Dieny: 00:08:09

But when we say social media there's a lot of platforms, a lot of networks.

Kevin Dieny: 00:08:14

So Jessica, can you throw out there some of them and for any of them would you

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highlight what are the various essential building blocks that are required

Kevin Dieny: 00:08:23

by a business to just be in there?

Jessica Dieny: 00:08:26

Yeah So I think some of the heavy hitters,

Jessica Dieny: 00:08:29

instagram of course number one.

Jessica Dieny: 00:08:31

The largest group of people who are on Instagram are ages 25

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to 34 and that's 33% of people.

Jessica Dieny: 00:08:38

So I always tell people in the beginning, know your audience.

Jessica Dieny: 00:08:42

So know your audience and know where to hit them at.

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So if Instagram, if you're trying to target this audience perfect.

Jessica Dieny: 00:08:51

The millennial, the Gen-X, this is where you're going to go for that.

Jessica Dieny: 00:08:56

This also includes what tends to work best: beautiful photos, and right now

Jessica Dieny: 00:09:02

it's these interactive reels because they're trying to compete with TikTok.

Jessica Dieny: 00:09:06

So if you can do the videos, the short little 30 seconds reach

Jessica Dieny: 00:09:10

out to your customers, and do something like that, perfect.

Jessica Dieny: 00:09:14

Something else I recommend is responding to DM's, having a personal connection

Jessica Dieny: 00:09:18

with your consumer will go a long way.

Jessica Dieny: 00:09:20

Also taking that time each day to engage So if someone has a comment

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on your picture you respond to it.

Jessica Dieny: 00:09:27

What did you like about it.

Jessica Dieny: 00:09:29

Keep that thread going.

Jessica Dieny: 00:09:31

Reach out to other people that may not be following you, that are

Jessica Dieny: 00:09:34

liking things that are similar to the content you're putting out there.

Jessica Dieny: 00:09:38

So follow hashtags, follow geotags, and things like that.

Jessica Dieny: 00:09:41

Instagram is a big way to stay in the loop because people are

Jessica Dieny: 00:09:44

spending so much time on it.

Jessica Dieny: 00:09:46

Facebook is of course another big one I could go more into that

Jessica Dieny: 00:09:49

on each of these but Facebook has 2.7 billion users monthly.

Jessica Dieny: 00:09:55

The average person sending spending 38 minutes a day on it.

Jessica Dieny: 00:09:58

So how can we reach out to them?

Jessica Dieny: 00:10:00

I don't know anyone in college who's on Facebook.

Jessica Dieny: 00:10:02

So if your audience is this older generation maybe you have

Jessica Dieny: 00:10:05

a plumbing company, maybe you're trying to reach homeowners.

Jessica Dieny: 00:10:08

That would be where you'd want to go with that.

Jessica Dieny: 00:10:10

Again videos are gonna do great.

Jessica Dieny: 00:10:12

This is gonna be the horizontal format not the vertical format as

Jessica Dieny: 00:10:16

before and then creating content that is relevant to that group.

Jessica Dieny: 00:10:21

If you're going to be on Facebook it's going to be different but your

Jessica Dieny: 00:10:24

messaging is going to be the same and your strategy is going to be the same.

Jessica Dieny: 00:10:27

One big one that I do want to bring up for small businesses would be Yelp.

Jessica Dieny: 00:10:31

Because it is emerging as the leading consumer review site for

Jessica Dieny: 00:10:36

many types of businesses, and this is where I think small businesses

Jessica Dieny: 00:10:39

should first get their foot in.

Jessica Dieny: 00:10:42

Reviews are going to be such a big part of your business and

Jessica Dieny: 00:10:46

whether or not it floats or sinks.

Jessica Dieny: 00:10:49

So I recommend being on Yelp, filling out your profile completely,

Jessica Dieny: 00:10:55

having your hours, having your website on that it's free.

Jessica Dieny: 00:10:59

It's great SEO and just a free way to do it.

Jessica Dieny: 00:11:02

It's critical for your reputation.

Jessica Dieny: 00:11:04

A lot of people are going to Google you, it's gonna be one of the first

Jessica Dieny: 00:11:07

thing that comes up and how you respond to any negative reviews and positive

Jessica Dieny: 00:11:12

reviews will say a lot about your company and a lot about your brand.

Jessica Dieny: 00:11:15

Gen-X and millennials are 70% of the users.

Jessica Dieny: 00:11:18

Knowing that going into it and then creating your content around

Jessica Dieny: 00:11:21

that is just really important.

Jessica Dieny: 00:11:23

So I think those would be for like small businesses my top three heavy hitters.

Kevin Dieny: 00:11:28

Yeah those are the ones we hear about a lot too: Google My

Kevin Dieny: 00:11:31

Business, Yelp, Facebook's, Instagram is a good throw out there I know Twitter.

Kevin Dieny: 00:11:37

The thing is a business maybe like, well I don't know where my audience is and

Kevin Dieny: 00:11:42

that can be a one of those questions where to figure that out I think the best

Kevin Dieny: 00:11:46

advice is go put some posts out there.

Kevin Dieny: 00:11:49

Keep the channel going for a while.

Kevin Dieny: 00:11:50

You can figure it out or let's go look at someone in our space

Kevin Dieny: 00:11:53

who's doing things really well.

Kevin Dieny: 00:11:54

Who's very successful.

Kevin Dieny: 00:11:55

Let's see what kind of a social media presence they have.

Kevin Dieny: 00:11:58

Do they have a social media presence?

Kevin Dieny: 00:12:00

Sometimes they'll point and say, hey look that company has never needed social

Kevin Dieny: 00:12:03

media and they've been around for 15 years and they're crushing it right now.

Kevin Dieny: 00:12:07

That might be the case right now but the power of social media to shift and

Kevin Dieny: 00:12:11

be able to interact and engage with an audience I think is that the reason

Kevin Dieny: 00:12:14

why people are touting it so much.

Kevin Dieny: 00:12:17

And that brings me to the next question I have and this one's from Matt.

Kevin Dieny: 00:12:21

Matt, we've been talking a lot about the marketing side, which

Kevin Dieny: 00:12:23

is like, marketing Team's going to get a message out there it's going

Kevin Dieny: 00:12:26

to be our message to many people.

Kevin Dieny: 00:12:28

Social selling is a little more one to one.

Kevin Dieny: 00:12:31

The review leaving a review for that one reviewer who left it for us reaching

Kevin Dieny: 00:12:35

out direct messaging one person.

Kevin Dieny: 00:12:38

Building a follower so that you can then transfer them from

Kevin Dieny: 00:12:42

social media followers to buyers.

Kevin Dieny: 00:12:45

Social selling is emerging.

Kevin Dieny: 00:12:47

This is a tough thing to crack.

Kevin Dieny: 00:12:48

So I was wondering if you had any insights into this Matt?

Matt Widmyer: 00:12:52

Yeah, I would say that if you want to see what a

Matt Widmyer: 00:12:54

business is doing you're going to go to their website, right.

Matt Widmyer: 00:12:56

What they actually do for a living.

Matt Widmyer: 00:12:58

The social media is good for us, every sales cadence we have

Matt Widmyer: 00:13:03

starts with a research step.

Matt Widmyer: 00:13:04

So part of that is going to their social sites and looking and seeing not

Matt Widmyer: 00:13:09

necessarily what they do because you know that half the time just from the name of

Matt Widmyer: 00:13:12

the business but what's new with them.

Matt Widmyer: 00:13:14

What are they going through.

Matt Widmyer: 00:13:15

What new products or services are they offering.

Matt Widmyer: 00:13:18

What positions are they hiring for.

Matt Widmyer: 00:13:20

You'd be surprised what you can pick up just by going to Facebook or

Matt Widmyer: 00:13:26

LinkedIn or Instagram or whatever.

Matt Widmyer: 00:13:29

At the very worst case scenario it's just something to talk about, if you

Matt Widmyer: 00:13:33

end up reaching a decision maker.

Matt Widmyer: 00:13:35

People can appreciate the fact that you've went out of your way to do research

Matt Widmyer: 00:13:40

rather than just call down a list.

Matt Widmyer: 00:13:43

It's like reading a newspaper, staying up to date with whoever

Matt Widmyer: 00:13:46

it is you're talking to.

Matt Widmyer: 00:13:48

Shouldn't take more than a minute or two and it'll pay off in dividends for sure.

Kevin Dieny: 00:13:53

Yeah that's a really good idea.

Kevin Dieny: 00:13:55

And that doesn't sound like you have to do a ton to get started there.

Kevin Dieny: 00:13:59

And that brings me to the question I always have about the content that tidal

Kevin Dieny: 00:14:03

wave of oh man how much stuff do we need.

Kevin Dieny: 00:14:05

There are a couple of ways to make it, there's one side which is highly produced.

Kevin Dieny: 00:14:10

We're talking we need the most high quality videos, like director

Kevin Dieny: 00:14:14

shot, produced, edited, extremely professional looking stuff.

Kevin Dieny: 00:14:19

And then on the other side, I'm just going to scribble something down very quick to

Kevin Dieny: 00:14:23

snap a quick shot, very low production, but to me more human sounding a post.

Kevin Dieny: 00:14:28

But maybe not for everyone.

Kevin Dieny: 00:14:30

So there's a spectrum.

Kevin Dieny: 00:14:31

There's the extremely high quality high costs stuff.

Kevin Dieny: 00:14:34

And then there's the, I just whipped it up stuff, it just took

Kevin Dieny: 00:14:37

me about 10 minutes or something.

Kevin Dieny: 00:14:39

So how much content and what kind of content within that

Kevin Dieny: 00:14:44

spectrum needs to be used Jessica?

Kevin Dieny: 00:14:48

And put out there by a business.

Kevin Dieny: 00:14:49

Do they need to be thinking man, everything I do has to be

Kevin Dieny: 00:14:51

highly produced or are they on the side of oh man everything

Kevin Dieny: 00:14:54

needs to be thrown off the cuff?

Kevin Dieny: 00:14:56

Where does the range of content need to be for some businesses

Kevin Dieny: 00:14:59

to succeed on social media?

Jessica Dieny: 00:15:01

Yeah I would say thinking about the curated

Jessica Dieny: 00:15:04

content is such a great idea.

Jessica Dieny: 00:15:08

When it comes to Instagram, specifically, if you think about what you put in your

Jessica Dieny: 00:15:11

feed versus what you put in your story.

Jessica Dieny: 00:15:13

So the feed is going to be something that lives there, it's

Jessica Dieny: 00:15:17

something that comes like people can come back to and check out.

Jessica Dieny: 00:15:20

And so to me that needs to be more polished, this glamorous look

Jessica Dieny: 00:15:26

of what you're doing and where you're gonna spend your money.

Jessica Dieny: 00:15:30

But the every day, the behind the scenes look, I utilize

Jessica Dieny: 00:15:35

that for Instagram stories.

Jessica Dieny: 00:15:37

It can be a little choppier.

Jessica Dieny: 00:15:38

It can be a little more fun of like, oh we're out here having a good time.

Jessica Dieny: 00:15:42

This is what like a Monday on campus looks like.

Jessica Dieny: 00:15:45

We're going to walk through and give you a little tour of the library.

Jessica Dieny: 00:15:48

Things are gonna happen, but a feed post it's going to be the most

Jessica Dieny: 00:15:52

beautiful picture of the library.

Jessica Dieny: 00:15:53

This is going to be marketing and you're going to see exactly what

Jessica Dieny: 00:15:56

we want you to see, exactly how we like this image of our brand.

Jessica Dieny: 00:16:02

But I do I think the importance of having that human touch to it.

Jessica Dieny: 00:16:06

And that's why you see Instagram takeovers like a student will be on campus today

Jessica Dieny: 00:16:10

and they'll show you a day in the life and people like that because it humanizes you.

Jessica Dieny: 00:16:14

I think there's a great balance that you can find between being this

Jessica Dieny: 00:16:18

presidential beautiful look and also being relatable and actually talking

Jessica Dieny: 00:16:24

to your consumer and your audience.

Jessica Dieny: 00:16:26

I think that also relates back to direct messages.

Jessica Dieny: 00:16:28

Whether you're on Instagram, Facebook, whatever you're going to be on.

Jessica Dieny: 00:16:31

Actually having that human touch signing your name to it of this is what's going

Jessica Dieny: 00:16:35

on and this is how I can help you it goes a long way, so I agree with that.

Kevin Dieny: 00:16:39

Let's say you're deciding to take a shot at this.

Kevin Dieny: 00:16:41

You've you're going to create a couple of posts, a dozen or something and

Kevin Dieny: 00:16:45

you're going to throw them out there.

Kevin Dieny: 00:16:46

And some of them are going to have some highly created, very picturesque

Kevin Dieny: 00:16:50

kind of stuff going on here.

Kevin Dieny: 00:16:51

And then some other ones you're going to try to be a little more off the

Kevin Dieny: 00:16:53

cuff, a little more I don't know...

Kevin Dieny: 00:16:55

humanized.

Kevin Dieny: 00:16:56

You're just you're going to say exactly what you think or in that

Kevin Dieny: 00:16:58

moment you have some opinion.

Kevin Dieny: 00:17:00

How do you, Ronn, in terms of evaluating contents performance.

Kevin Dieny: 00:17:06

Social media has different metrics, different types of stuff you're looking

Kevin Dieny: 00:17:08

for, but generally in content you are throwing stuff out there not entirely

Kevin Dieny: 00:17:13

perfectly sure that this is going to work amazingly every single time.

Kevin Dieny: 00:17:17

There's an element of experimentation involved.

Kevin Dieny: 00:17:19

And while this has worked before I think this is work again.

Kevin Dieny: 00:17:22

Or this is a little different I'm wondering if this will be more relevant.

Kevin Dieny: 00:17:25

And this is answering the question for a business, what kind of

Kevin Dieny: 00:17:29

content is going to be relevant.

Kevin Dieny: 00:17:31

And they may have some idea but they may not know exactly what it's going to be.

Kevin Dieny: 00:17:34

So what's the process look like of getting content right?

Ronn Burner: 00:17:38

The process is knowing who you are because that's important

Ronn Burner: 00:17:41

because that tone is set by your website usually as the mothership

Ronn Burner: 00:17:45

but your tone and your message.

Ronn Burner: 00:17:48

So sometimes people or businesses come across very disciplined, very strict, in

Ronn Burner: 00:17:54

their communication, very professional.

Ronn Burner: 00:17:56

That might be a good thing for a bank for example.

Ronn Burner: 00:17:59

But then it's a different thing that might be a B2C like somebody from

Ronn Burner: 00:18:02

Etsy who has their own business or something they want to seem more

Ronn Burner: 00:18:05

human and their tone might be funny.

Ronn Burner: 00:18:06

You can see that in their font you could see that in their avatar.

Ronn Burner: 00:18:08

So that should also be a reflection in their messaging.

Ronn Burner: 00:18:11

So the first thing I would do is make sure that I'm speaking honestly.

Ronn Burner: 00:18:17

I'm speaking as to who I am and how I want to represent the organization,

Ronn Burner: 00:18:21

my company, or whatever it is.

Ronn Burner: 00:18:23

Size doesn't even matter because large companies can send funny emails and social

Ronn Burner: 00:18:27

media and so can small ones or vice versa.

Ronn Burner: 00:18:30

So the other thing is value, I always go to value and

Ronn Burner: 00:18:35

perceive value is value as well.

Ronn Burner: 00:18:38

So, I want us to be speak honest to who I am, knowing my pillars

Ronn Burner: 00:18:43

of success and what I want to do.

Ronn Burner: 00:18:44

Then I want to provide value.

Ronn Burner: 00:18:46

What is beneficial to them not the features and not how great I think this

Ronn Burner: 00:18:50

thing is but how valuable I think it will be for them and what they might

Ronn Burner: 00:18:54

be missing if they don't have it.

Ronn Burner: 00:18:55

The beauty of social media and is really that it's not obtrusive.

Ronn Burner: 00:19:02

You are the people come there to observe and to read and to do

Ronn Burner: 00:19:06

their research do their homework.

Ronn Burner: 00:19:08

So in a way I would work that in an email fashion is I would try I would

Ronn Burner: 00:19:12

let them know that and I would send them you know follow us to find out

Ronn Burner: 00:19:15

about all our promotions or whatever the case may be where it's a conversation.

Ronn Burner: 00:19:19

Where it's directing that I might not be selling them something I

Ronn Burner: 00:19:22

just want them to stay informed.

Ronn Burner: 00:19:23

I just want them to know what we have and then they can go there and look it up.

Ronn Burner: 00:19:26

I know Jessica mentioned it and Matt mentioned it as well where there's

Ronn Burner: 00:19:28

SEO and they're searchable things.

Ronn Burner: 00:19:30

I know on my tweet deck, I'm a massive social media fan and I have a massive

Ronn Burner: 00:19:34

tweet deck with more channels then you can imagine but a few of them are search.

Ronn Burner: 00:19:40

I have key things in there that are interesting to me on

Ronn Burner: 00:19:43

a personal and professional level that it's a constant feed.

Ronn Burner: 00:19:46

So I just go look and see what those searchable words are to see when

Ronn Burner: 00:19:49

they come through in marketing.

Ronn Burner: 00:19:50

Of course as a marketer there are definitely things that I'm interested in.

Ronn Burner: 00:19:53

So that applies here as well, the analytics on that

Ronn Burner: 00:19:56

type of stuff you nailed it.

Ronn Burner: 00:19:57

You do have to play with it but you're playing with it with

Ronn Burner: 00:20:02

level of knowledge going in.

Ronn Burner: 00:20:05

You can make assumptions, like Jessica said the Facebook audience

Ronn Burner: 00:20:10

is 40 plus at least that's definitely your older audience and I wouldn't

Ronn Burner: 00:20:14

limit myself as an organization.

Ronn Burner: 00:20:17

At some point you gotta draw a line because there's a lot of social media

Ronn Burner: 00:20:19

out there but I certainly wouldn't limit because of the reach, don't assume where

Ronn Burner: 00:20:24

everybody is you put every single thing out there and you try the best you can

Ronn Burner: 00:20:27

to speak specifically to the demographic that you know is populating that platform.

Ronn Burner: 00:20:33

You're just trying to see what works and you're trying to stick to your tone

Ronn Burner: 00:20:36

and offer value, don't be salesy, don't be pushy, just be you and offer value.

Ronn Burner: 00:20:41

That's always a good rule of thumb.

Kevin Dieny: 00:20:44

Okay so if you were to go Matt, to a business and tell them,

Kevin Dieny: 00:20:49

here's why you should use social media.

Kevin Dieny: 00:20:52

Coming from what you know and on the sales side, what would you say to them?

Kevin Dieny: 00:20:57

How do you go about saying to them, you should do social media, here's

Kevin Dieny: 00:21:00

why, what would you tell them?

Matt Widmyer: 00:21:03

I would say you know it's really has to do more

Matt Widmyer: 00:21:05

with your reputation right.

Matt Widmyer: 00:21:06

People know what you do.

Matt Widmyer: 00:21:07

People want to see what you're up to.

Matt Widmyer: 00:21:09

People want to get the personal touch.

Matt Widmyer: 00:21:11

So we want to know not just what products and services you offer.

Matt Widmyer: 00:21:15

We want to know what's going on.

Matt Widmyer: 00:21:17

What's new.

Matt Widmyer: 00:21:18

What type of business you are in terms of like, are you connected to the community.

Matt Widmyer: 00:21:23

It's a ton of opportunities just to keep people updated.

Matt Widmyer: 00:21:27

But why should they have it, it really depends on what their goals are.

Matt Widmyer: 00:21:30

So if they're if their goal is to drive more business that can be done

Matt Widmyer: 00:21:33

either by being able to sign up for something directly from social media

Matt Widmyer: 00:21:37

or being able to nurture people.

Matt Widmyer: 00:21:39

I feel like also that's the reason why a lot of people don't go all in

Matt Widmyer: 00:21:42

because they don't see quick results.

Matt Widmyer: 00:21:44

They think it's like a one and done thing.

Matt Widmyer: 00:21:46

And then they're just, they're over it.

Matt Widmyer: 00:21:48

We didn't get any new sales from it even though I'd been doing it for two weeks.

Matt Widmyer: 00:21:51

A lot of people don't realize it's like a much further longer drawn out process.

Matt Widmyer: 00:21:56

I would say you need to do it because you should always be experimenting and testing

Matt Widmyer: 00:22:00

if you're trying to grow your business.

Matt Widmyer: 00:22:02

You also do have to define your success before going into something like this.

Matt Widmyer: 00:22:06

I would know what I'm getting myself into but it's just another

Matt Widmyer: 00:22:09

avenue to generate revenue.

Matt Widmyer: 00:22:11

Sometimes you will see quick gains but most most of the time it's the

Matt Widmyer: 00:22:15

longer term play, so it's just another arrow in their quiver essentially.

Kevin Dieny: 00:22:20

So, in terms of measuring the performance of this you've say

Kevin Dieny: 00:22:24

we go back to that original example, you come up with a dozen or so

Kevin Dieny: 00:22:27

posts you create your profile the correct way like Jessica mentioned,

Kevin Dieny: 00:22:31

you get into a couple of networks.

Kevin Dieny: 00:22:34

Enough platforms that you feel like you can manage like Ronn mentioned.

Kevin Dieny: 00:22:37

There's a lot of them.

Kevin Dieny: 00:22:38

So you go out there and you give your best shot at this.

Kevin Dieny: 00:22:40

You throw some posts out there, you start seeing things come in like

Kevin Dieny: 00:22:44

likes, followers, reach, impressions, shares, tweets, retweets, clicks,

Kevin Dieny: 00:22:50

views, video view clicks, plays, there's a lot of metrics in this space.

Kevin Dieny: 00:22:56

Jessica do you want to comment a little bit on what some of these

Kevin Dieny: 00:22:59

things are and what is important for a business to track or follow to

Kevin Dieny: 00:23:02

know, okay, was the effort worthwhile?

Kevin Dieny: 00:23:05

And that we're talking the entry metrics that top level ones

Kevin Dieny: 00:23:08

like likes and shares and stuff.

Jessica Dieny: 00:23:10

It's really important to set goals like this so you know.

Jessica Dieny: 00:23:13

If you're just getting your feet wet I think one of the easiest things you

Jessica Dieny: 00:23:17

can look at is the engagement rate.

Jessica Dieny: 00:23:20

This will be across the board on every platform you'll be able to see within your

Jessica Dieny: 00:23:23

insights who's engaging with your content.

Jessica Dieny: 00:23:27

The differences between each post that you do.

Jessica Dieny: 00:23:30

How many people, the number of people who land on your website because of social

Jessica Dieny: 00:23:34

media another one you want to track.

Jessica Dieny: 00:23:36

And the virality of your posts, the impressions, and the reach.

Jessica Dieny: 00:23:39

So to break that down I always go with the number one engagement.

Jessica Dieny: 00:23:44

So that's comments, the shares that they've done.

Jessica Dieny: 00:23:49

Reach tends to be anyone anytime it just came across anyone they didn't

Jessica Dieny: 00:23:52

have to do anything to it, they could just pop up on their screen.

Jessica Dieny: 00:23:55

Engagement, they actually did something with it.

Jessica Dieny: 00:23:57

They liked it or they paused on it and they watched the video that you're doing.

Jessica Dieny: 00:24:01

So engagement to me is a lot more important.

Jessica Dieny: 00:24:04

Right now on Facebook, shares are the number one and then comments and then

Jessica Dieny: 00:24:10

likes and the same goes for Instagram.

Jessica Dieny: 00:24:12

So you want to really make something that's shareable that people want to

Jessica Dieny: 00:24:15

send to their friends that they want to connect with their community about.

Jessica Dieny: 00:24:20

When you're just looking at those numbers see what posts did well what

Jessica Dieny: 00:24:24

posts actually had that engagement.

Jessica Dieny: 00:24:26

And maybe it didn't get the most likes but maybe it actually

Jessica Dieny: 00:24:28

got out to the most people.

Jessica Dieny: 00:24:30

And that's really important because that will translate to how many

Jessica Dieny: 00:24:34

people went to your website.

Jessica Dieny: 00:24:35

How many people then bought the thing that they were looking at or interacted

Jessica Dieny: 00:24:39

further with where you wanted them to go.

Jessica Dieny: 00:24:42

There's like you said, there's a lot of numbers out there but I

Jessica Dieny: 00:24:45

would say number one engagement and then click through rates.

Jessica Dieny: 00:24:48

Anytime you can just at least have those numbers to build off of in the

Jessica Dieny: 00:24:52

beginning that's going to help you because then you'll be able to analyze

Jessica Dieny: 00:24:56

that data and redefine your strategy.

Jessica Dieny: 00:24:58

Like we said social media is a moving target.

Jessica Dieny: 00:25:00

So it's just this constant thing of oh that actually didn't

Jessica Dieny: 00:25:03

do really well this month.

Jessica Dieny: 00:25:04

So we're going to use these numbers to push us towards where we actually

Jessica Dieny: 00:25:08

need to go and redefining our content.

Kevin Dieny: 00:25:10

I really liked that because I'm always in analytics and

Kevin Dieny: 00:25:13

they have a whole section in there, Google Analytics I'm talking about right

Kevin Dieny: 00:25:15

now that they have In there to tell you here's stuff coming from social.

Kevin Dieny: 00:25:22

And that leads me right into the next thing I was hoping to talk about which is

Kevin Dieny: 00:25:26

if we were to take all our channels and we were to group them into three categories,

Kevin Dieny: 00:25:30

this comes from Avinash Kaushik.

Kevin Dieny: 00:25:32

If you had to group all your channels they are usually they

Kevin Dieny: 00:25:34

usually fall into three categories.

Kevin Dieny: 00:25:36

The first one is the paid channels and that's usually okay.

Kevin Dieny: 00:25:41

I have no followers.

Kevin Dieny: 00:25:42

I just started my business.

Kevin Dieny: 00:25:43

I have no following.

Kevin Dieny: 00:25:44

I have no brand awareness.

Kevin Dieny: 00:25:46

I have nothing.

Kevin Dieny: 00:25:47

How do you go from nothing to something right.

Kevin Dieny: 00:25:50

It's either a lot of sweat blood and tears or you are going to have

Kevin Dieny: 00:25:53

to pay for it which is another way of sweat, blood, and tears.

Kevin Dieny: 00:25:56

So if you're paying for your audience to get there, constantly, always doing

Kevin Dieny: 00:26:02

that a business is at some point going to be spending too much in its marketing.

Kevin Dieny: 00:26:08

Because it can't keep recuperating simply off the paid leg alone.

Kevin Dieny: 00:26:12

A business has to transition its paid channels paying money advertising

Kevin Dieny: 00:26:17

channels anywhere you're spending money like that from the paid to either an

Kevin Dieny: 00:26:22

owned or an earned channel grouping.

Kevin Dieny: 00:26:24

So an owned channel grouping is an email list.

Kevin Dieny: 00:26:28

If we have an email list Ronn's going to shoot emails at it and

Kevin Dieny: 00:26:31

we have more engagement potential.

Kevin Dieny: 00:26:32

They've given you the ability to contact them, reach out to them, they're in

Kevin Dieny: 00:26:36

your database you're putting them there for a reason because they're valuable.

Kevin Dieny: 00:26:39

The last one is the earned channel.

Kevin Dieny: 00:26:41

Now this is the one that everyone covets.

Kevin Dieny: 00:26:44

This is SEO, organic.

Kevin Dieny: 00:26:46

This is everyone word of mouth saying your business is the best thing ever.

Kevin Dieny: 00:26:51

Referrals, stuff like this to get to a business being driven by earned right.

Kevin Dieny: 00:26:57

Or everyone's talking about your business and everyone's buying it

Kevin Dieny: 00:27:00

or everyone's like oh this is the best plumber or oh yeah this is the

Kevin Dieny: 00:27:03

guy I use for when I hurt my back.

Kevin Dieny: 00:27:06

To get to that point of an earned referral or SEO or organic you have to

Kevin Dieny: 00:27:11

transition from the paid to get there.

Kevin Dieny: 00:27:14

And social media is an amazing way to capture people from paid and slowly

Kevin Dieny: 00:27:22

transition them to an earned grouping.

Kevin Dieny: 00:27:25

Your followers of your page are earned and we're talking about true legitimate

Kevin Dieny: 00:27:31

followers who are interested in engaging like Jessica said in your posts.

Kevin Dieny: 00:27:35

You don't want to have a million followers and then put out posts and

Kevin Dieny: 00:27:38

get no likes, no shares, no comments.

Kevin Dieny: 00:27:41

That's how you know you've got an entirely fake jammed audience group.

Kevin Dieny: 00:27:44

People are touted as oh they have 50,000 followers on Instagram.

Kevin Dieny: 00:27:47

So now they can be an influencer.

Kevin Dieny: 00:27:49

Well we're talking about not needing to go that far.

Kevin Dieny: 00:27:51

You just need enough people in your audience that are engaging,

Kevin Dieny: 00:27:55

liking, following, and to get there you sometimes have to pay for it

Kevin Dieny: 00:27:58

first and then you transition.

Kevin Dieny: 00:27:59

And that's how you're gonna build your earned audiences.

Kevin Dieny: 00:28:01

And that's how you're going to build if you're wondering okay,

Kevin Dieny: 00:28:04

how do I even get going with this.

Kevin Dieny: 00:28:05

That would answer that question.

Kevin Dieny: 00:28:07

Jessica, now I have a question for the businesses that are doing social media.

Kevin Dieny: 00:28:12

They are putting out posts.

Kevin Dieny: 00:28:14

They are putting out posts of the curated and the non curated

Kevin Dieny: 00:28:17

type produced and less produced.

Kevin Dieny: 00:28:20

They are in a lot of channels, lot of different platforms, like Ronn mentioned

Kevin Dieny: 00:28:24

and they're utilizing their voice and tone and stuff that matches them.

Kevin Dieny: 00:28:28

Businesses that are pretty much doing this right, but want more out of it.

Kevin Dieny: 00:28:33

What suggestions, tips, strategies, ideas that may be on the cutting edge of

Kevin Dieny: 00:28:39

every marketers like oh what's the next crystal ball going to the next magical

Kevin Dieny: 00:28:42

thing that's going to transform this.

Kevin Dieny: 00:28:44

Do you have any ideas for a business that's doing this pretty well that

Kevin Dieny: 00:28:48

they could do it a lot better?

Jessica Dieny: 00:28:49

Being on the cutting edge is so important and so challenging

Jessica Dieny: 00:28:56

like you said when a new app opens everyone rushes to go do that and

Jessica Dieny: 00:29:02

to do that well is really important.

Jessica Dieny: 00:29:04

I think taking it to that next level includes interactions,

Jessica Dieny: 00:29:09

engagements within your communities.

Jessica Dieny: 00:29:12

So follow more people, follow the people who are following you.

Jessica Dieny: 00:29:17

That's a big one that I've been told that I should probably do more of as well.

Jessica Dieny: 00:29:21

Interact with people.

Jessica Dieny: 00:29:22

One of the fun things that someone recommended to just me in general but

Jessica Dieny: 00:29:27

was when people DM you on Instagram you can actually respond with your voice

Jessica Dieny: 00:29:32

and be like hi welcome to our page.

Jessica Dieny: 00:29:34

This is an answer to your question, it's really nice to see you.

Jessica Dieny: 00:29:37

You can also just go on with a video and then you actually get people who are

Jessica Dieny: 00:29:42

like wow there's a person behind this.

Jessica Dieny: 00:29:43

It's not just this like auto bot refill of DM's that you get from

Jessica Dieny: 00:29:48

a lot of different companies.

Jessica Dieny: 00:29:49

So if you wanted to go that extra mile there's some tips and tricks within that

Jessica Dieny: 00:29:53

and working with other people's content.

Jessica Dieny: 00:29:56

If a customer posted a great photo of something that they bought or

Jessica Dieny: 00:29:59

they liked let's share that content.

Jessica Dieny: 00:30:02

Let's post it on our feed then tag them and let them know we really appreciate it.

Jessica Dieny: 00:30:05

We want to see more of what you guys are liking.

Jessica Dieny: 00:30:08

So interact with people maybe in your stories ask the question.

Jessica Dieny: 00:30:11

What are you guys seeing.

Jessica Dieny: 00:30:12

What are you liking.

Jessica Dieny: 00:30:13

And then utilize that.

Jessica Dieny: 00:30:15

Reach out to them a little more.

Jessica Dieny: 00:30:17

There's nothing better than just getting that direct feedback from your customers.

Jessica Dieny: 00:30:21

And I think there's just these little tips and tricks and

Jessica Dieny: 00:30:23

things you can do like that.

Jessica Dieny: 00:30:24

But again it's just such a moving target.

Jessica Dieny: 00:30:26

I'm going to say this now and then like you know a month it's going to be oh no.

Jessica Dieny: 00:30:30

Why were you on you know X Y and Z but I think now if you have the time and the

Jessica Dieny: 00:30:34

energy building up a TikTok presence.

Jessica Dieny: 00:30:37

It's not just a trend It's not going anywhere.

Jessica Dieny: 00:30:40

Would be really important.

Jessica Dieny: 00:30:40

That is the up and coming thing.

Jessica Dieny: 00:30:43

I recommend always having at least five TikToks just to have that voice

Jessica Dieny: 00:30:47

of what your brand is before you even start to interact in launching

Jessica Dieny: 00:30:51

to get to where you're going.

Jessica Dieny: 00:30:53

Yeah those are probably some of my latest and greatest.

Kevin Dieny: 00:30:59

Yeah, thanks Jess, So any other takeaways Matt that

Kevin Dieny: 00:31:04

you wanted to toss out here before we get into closing this down?

Matt Widmyer: 00:31:08

I would echo a lot of the sentiments here in terms of

Matt Widmyer: 00:31:12

what the others are saying but I also feel like this is all about

Matt Widmyer: 00:31:15

building relationships and this is all about being part of a human voice.

Matt Widmyer: 00:31:20

Everything else it can be explained on the website or walking

Matt Widmyer: 00:31:24

through the door of the business.

Matt Widmyer: 00:31:25

I feel like this is a an additional element that people

Matt Widmyer: 00:31:28

don't even think of sometimes.

Matt Widmyer: 00:31:30

So I would definitely recommend this is one of those things where yeah, you

Matt Widmyer: 00:31:34

need to have it in place in most cases.

Kevin Dieny: 00:31:37

Yeah, all right Ronn any other takeaways that you had for this?

Ronn Burner: 00:31:41

I think my main takeaway is social media is a really helpful

Ronn Burner: 00:31:46

in that community building and community building is really important

Ronn Burner: 00:31:49

in Business, in podcasts even.

Ronn Burner: 00:31:52

A real pro tip I guess you would say is put pro tips.

Ronn Burner: 00:31:56

Just you're just sharing you're just putting a pro tip.

Ronn Burner: 00:31:58

Posing a question, having an opinion like these are the type of things that

Ronn Burner: 00:32:02

just they absolutely invite engagement and people are willing to go there and

Ronn Burner: 00:32:07

then just carry on the conversation.

Ronn Burner: 00:32:08

Respond and that is really how you build community and that, like Jessica was

Ronn Burner: 00:32:13

saying, follow the people that follow you that sort of community building really

Ronn Burner: 00:32:17

gets legs and grows and just participate.

Ronn Burner: 00:32:20

It's a marathon not a race so to speak.

Kevin Dieny: 00:32:23

Yeah that's really good advice I love the pro tip idea I've seen

Kevin Dieny: 00:32:26

that used by um just to name a few right, like dermatologist's showing people's

Kevin Dieny: 00:32:31

like biggest things that they've pulled off their skin or I've seen that in the

Kevin Dieny: 00:32:37

audiology group things they've pulled out of people's ear that are weird.

Kevin Dieny: 00:32:41

And I've seen this in plumbing and especially plumbing and home

Kevin Dieny: 00:32:44

services areas because they're like hey here's how to here's how to fix

Kevin Dieny: 00:32:48

or clean this vent or here's how to

Kevin Dieny: 00:32:49

- Ronn Burner: Do you have any

Kevin Dieny: 00:32:55

The audience for these is humongous.

Kevin Dieny: 00:32:57

They love the gross weird crazy do it yourself stuff, right.

Kevin Dieny: 00:33:02

It's just a trend but...

Ronn Burner: 00:33:04

I don't want to see your tweet deck.

Kevin Dieny: 00:33:08

No it's viral, it's stuff that tends to go viral

Kevin Dieny: 00:33:10

It's like wow did you see this.

Kevin Dieny: 00:33:11

Or oh man this is the thing I used to rebuild my uh you know.

Ronn Burner: 00:33:15

Right And have a call to action, that's another one.

Kevin Dieny: 00:33:18

Yeah, yeah So Jessica is there anything we missed that we

Kevin Dieny: 00:33:21

didn't really talk about or anything you wanted to add here at the end?

Jessica Dieny: 00:33:25

I always recommend to people just these like top points you

Jessica Dieny: 00:33:27

set your goals, identify your audience, create your content plan, engage with

Jessica Dieny: 00:33:32

your community, and then analyze and apply data to redefine your strategy.

Jessica Dieny: 00:33:37

Those were the top points and then that next level, yeah, the call to action, and

Jessica Dieny: 00:33:42

building up anticipation is a big one.

Jessica Dieny: 00:33:45

We see a lot of followers that are oh I actually do want to come back and see like

Jessica Dieny: 00:33:48

what the big announcement is going to be.

Jessica Dieny: 00:33:50

Or they're going to watch this live video to see how many rubber bands they can

Jessica Dieny: 00:33:53

put on a watermelon before it explodes.

Jessica Dieny: 00:33:55

Things like that you're saying build up that anticipation that gets you

Jessica Dieny: 00:33:58

the viral, the viral aspect of it.

Jessica Dieny: 00:34:01

Always be thinking like that that's what I would say.

Kevin Dieny: 00:34:03

Yeah, there's some fun stuff there.

Kevin Dieny: 00:34:05

And like it was mentioned before it doesn't have to be gross but it can be fun

Kevin Dieny: 00:34:08

and it can be something that is valuable to the people at the end of the day.

Kevin Dieny: 00:34:12

Social media is a channel which means you've got to have goals

Kevin Dieny: 00:34:15

with it like any other channel.

Kevin Dieny: 00:34:17

It requires content like most channels do.

Kevin Dieny: 00:34:21

And it requires being very relevant for people who are going to consume it.

Kevin Dieny: 00:34:26

It's gotta be relevant to the audience that you want to sell to.

Kevin Dieny: 00:34:30

And finally I think you can leverage social media.

Kevin Dieny: 00:34:33

Every business can do this and they can reach their audience that they want.

Kevin Dieny: 00:34:37

They can do it and they can do it without I would say investing a ton into this.

Kevin Dieny: 00:34:42

They can have some fun with it.

Kevin Dieny: 00:34:43

They can give it some human touch.

Kevin Dieny: 00:34:45

But at the end of the day could match the brand guidelines the branding and

Kevin Dieny: 00:34:49

awareness that that brand seeks to do.

Kevin Dieny: 00:34:50

If it's a bank, has to be a little more curated or if it's just someone

Kevin Dieny: 00:34:54

who's just getting started and wants to make sure everyone knows the kind of

Kevin Dieny: 00:34:57

quality and service that this business wants to give so everyone can do it.

Kevin Dieny: 00:35:03

So thank you Jessica, thank you guys, everyone for contributing in.

Kevin Dieny: 00:35:06

And I appreciate it, all of our listeners to our podcast, I hope this

Kevin Dieny: 00:35:10

helps you get some social media ideas.

Kevin Dieny: 00:35:12

So again thanks guys for coming on.

Jessica Dieny: 00:35:14

Thank you.

Ronn Burner: 00:35:17

Pleasure.