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How to start your social media strategy
The best way to learn about social media is to participate in it. Before jumping in, however, do some homework that can help in developing a sound social media strategy.
Social media is just like any conventional marketing tool such as newspapers, magazines, direct mail, television, radio or billboards, says Jordan Levy, owner of Zajon, an Internet and Web application development company in Painesville Township.
“Like any other traditional marketing tool, you have to decide what social media sites or tools will effectively communicate with your audience,” Levy advises.
That means finding out where customers and potential customers are on social media sites. This can be accomplished by asking customers, business partners or colleagues what social media sites they have joined.
All social media sites cater to different segments of the population. For example, LinkedIn is a social media site for established professionals such as executives, engineers, consultants, information technology specialists, accountants, insurance agents, lawyers, designers, architects, marketing managers and other business professionals. Teen-agers and young adults frequent MySpace. The site also is popular in the music industry with more than 8 million artists and bands.
“If you are a retailer or a manufacturer, it won’t hurt to be on Linkedin, but it may be more beneficial for your business to have a presence on Facebook, YouTube or Twitter,” Levy says. “On those sites, you can post photos and videos to show people what you do, how you do it, or how you make or assemble your products.”
Here are some examples how social media videos can be used: A florist can show how to use flowers to decorate a holiday dinner, a restaurant cook can demonstrate how she makes a popular dish, a manufacturer can illustrate how he makes his products, or a clothing store can display new seasonal fashions.
To try blogging, Levy suggests first reviewing other blogs related to your business or industry. To get a feel for blogging, comment on other blog posts or open a personal blog on Blogger, Wordpress and Typepad. Levy, by the way, blogs every week (blog.zajon.com) and has good tips and ideas about how to start and develop a blog.
For blogging or any other social media strategy, it’s important to have a plan to make sure you know what you are doing, why you are doing it, what to expect from it and how will you measure results, Levy says. Also determine what resources will be committed to this effort, who will produce content and how often.
Don’t expect a quick return on investment because social media takes time and commitment to develop.
Peter Strozniak |
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Social media is about connecting with people. From a business standpoint, that means reaching existing and potential customers through popular social media sites like Twitter, Facebook, YouTube, Linkedin, MySpace and blogs that have profoundly changed how people communicate, get information and buy products and services.
Because millions of people are flocking to one or more of these Internet sites, businesses — including some in Lake County — are starting to see social media as the next marketplace for new opportunities and growth.
“We can’t link car sales to social media yet, but customers do mention they saw us on Facebook or Twitter, and we’ve had customers inquire about cars through Twitter,” says Katia King, business development director for Pat O’Brien Chevrolet in Willoughby Hills. “We’re just in the beginning phase of social media marketing. We believe it has tremendous potential.” Nevertheless, businesses are grappling with social media marketing because it is unlike traditional marketing that promotes a company’s claims about their products and services.
Social media marketing, however, is about your customers and potential customers who search the Web to get the information they need to decide which products and services to buy. One way to connect with customers through social media is to develop non-promotional and useful information that will help them decide whether to do business with your company.
Social media’s impact
Though social media still is relatively new, the case for making it part of your company’s marketing plan is compelling when you consider these growth trends:
In 2005, just 8 percent of American adults had a profile on social media sites. Today, 35 percent of adults have social media profiles, according to the Pew Research Institute. If this growth trend continues, more than 60 percent of adults will participate in social media by 2013.
Nearly 20 percent of adult shoppers expect to use social media sites to do their holiday shopping to find sales, discounts, coupons, research gift ideas and check the wish lists of friends and family, according to a new study by national consulting firm Deloitte.
Fifty-six percent of adult social media users feel a stronger connection with companies and better served by them through social media sites, indicated a survey conducted by Cone LLC, a Boston-based marketing consulting company. Among business professionals who use social media, 62 percent say they visit company or brand profiles on social media sites, and 55 percent search for business information on these sites, a recent study by Business.com found.
In Lake County, only a few enterprising companies have boldly jumped into social media. Businesses such as Classic Auto Group, Pat O’Brien Chevrolet, Cala’s Pizzeria and Dave’s Auto Care share their insights about how and why they launched a social media strategy, their positive and negative experiences, and their hopes for future business opportunities that may come from social media marketing.
Customer connections
“When you use social media to build relationships with customers, they will feel more comfortable with you before they walk into your business,” King says. “Many people are intimidated when they visit a dealership because of all the bad stereotypes. Building relationships with customers through social media can help break down those stereotypes and create long-lasting customer relationships.”
Most people go on the Web to find information that will benefit them. Social media sites can be used by businesses not to blatantly promote their products, but to first provide information that can be useful to their customers and potential customers to solve a problem, make a buying decision or simply answer questions.
By participating in social media, Pat O’Brien Chevrolet is providing useful information that can create positive connections with customers so when their need for a new car arises, they may be more inclined to consider buying one from the dealership.
“On Facebook and on our blogs, as well at Twitter, we provide customers with handy tips and information that can save them time and money, interesting information about Chevrolet or GM products and services, car safety information and links to all types of auto-related articles from national and local news outlets,” King says.
Specifically, Pat O’Brien’s Facebook page features news stories about a new remote car starter app for the widely popular iPhone. Another article describes an in-car Internet service. There’s also a link to help visitors find the cheapest gas in Northeast Ohio. Additionally, O’Brien’s Facebook page is filled with photos and videos of dealership-sponsored community events such as blood donor drives, sidewalk car safety parties and new car clinics.
Testing the waters
Dave Raischel, who co-owns Willoughby-based Dave’s Auto Care with wife Penny, opened a Facebook page and Twitter account in early summer.
“We are testing the waters to see if this could be a good communications tool between us and our existing customers, and to see if we could get new customers,” Raischel says. “Communication is key. If we can keep our business name in front of our customers and potential customers, we hope they’ll think of us when they have a car repair need.”
Even though Raischel has had a social media presence for just seven months, he thought it would have taken off more quickly than it has. Nevertheless, he’s willing to give it more time.
“I had higher hopes from it, but there isn’t a whole lot of cost involved,” he says. “So from a return on investment, I’m not disappointed.”
While there is no cost to open social media sites, you have to spend your own time to set up the sites or hire someone to do it for you. Raischel hired a freelance consultant to develop his social media sites.
Raischel updates his social media networks with car care tips that can be useful information for customers who know little or nothing about auto maintenance.
He hopes his social media efforts eventually will connect with some of his best customers: young professionals, who don’t have the time to maintain and fix their cars.
It’s these young professionals who are most keyed into the social media scene. According to Pew Research Institute, nearly 60 percent of 25- to 34-year-olds have social media profiles, and 75 percent of 18- to 24-year- olds are plugged into social media.
Direct selling
For some businesses, providing useful information on social media sites may be one way to attract clients. For other businesses that sell commodity products, however, the direct sell on social media sites may be a better alternative.
Joe Luzius, owner of Cala’s Pizzeria in Willowick, says he has garnered about 25 new customers since he launched his social media efforts nine months ago. On Twitter, Luzius posts special offers, links to coupons and new menu items.
“Most of my regular customers eat pizza about once or twice a week, so they want to see our special offers,” Luzius says.
“Sometimes we get customer suggestions. One customer asked us to offer a special on wrap sandwiches. Once we put the wrap special on Twitter, the customer placed an order. Because he was proud we used his idea, he told his friends on Twitter. Some of them ordered wraps, too.”
Luzius is expanding his customer feedback via social media because it can help him continuously improve his menu selections, which in turn can keep his customers coming back. For example, he is asking customers to sign up for Cala’s Pizzeria eclub. In exchange for their e-mail addresses, the pizza store will send customers discounted or free offers to try new menu items.
“After they try the new food product, we’ll ask them to tell us what they think about it,” Luzius says. “That can help us decide on new menu items that will likely appeal to other customers.”
While business owners always aim to appeal to their customers and prospects, there are occasions when customers will post negative comments for all to see on social media sites.
“Obviously, you open the door to that in social media, but you also open the door for that every time you answer the phone,” Luzius points out. “Negative comments are rare. Ninety-nine percent of our comments are very positive. But if there is a problem, we do everything we can to make it right. Social media gives your business the opportunity to make it right with your customers. Sometimes making a mistake can actually endear you to a customer based on how you fix the problem.”
Different approach
Mentor-based Classic Auto Group, one of the largest car dealers in Northeast Ohio with 15 locations, launched its social media strategy in March. Although Classic appears on major social media sites, it also is taking a different approach to attract clients.
On its Toyota and Kia Web sites, Classic features social networking sites that invite customers and prospects to set up “Facebook-style” pages. To motivate visitors to open profile sites, Classic offers exclusive sales specials, personalized e-mail alerts and a “talk page” to negotiate car prices.
“On our sites, customers will be able to set up a profile on their personal page, post messages, and upload photos and videos just like they do on Facebook,” says Cliff Murphy, Classic’s director of online sales. “We’re doing this because we want to try every aspect and every angle to connect with customers. It also will give us insights about what people are doing online.”
In addition, Classic produces informational blog posts and videos to reach customers. Its walkaround presentation video of the 2010 Toyota Camry got nearly 2,800 viewer hits on YouTube. The auto dealer also is sponsoring a YouTube contest encouraging customers to post video testimonials of their experience at Classic. The winners will receive an iPod Nano.
“Can we attribute sales to social media? Absolutely not. We don’t see that in the near future, and we went into social media knowing that,” Murphy says. “But we also know that at some point in the future, when some of our customers need a new car, they are going to remember that they saw Classic on social media.”
Peter Strozniak, pstrozniak@yahoo.com, participates in social media and invites you to join him on Twitter, Facebook and Linkedin.
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Christmas spirit all year long
Generosity of local philanthropists extends holiday spirit
by Deanna R. Adams
Patrick Perotti, a law partner with Dworken & Bernstein Co. L.P.A., has been playing the role of Santa Claus the last two years. Not literally, but certainly figuratively.
Perotti is the man behind the beard when it comes to giving away millions of dollars to those in need, thanks to a revolutionary new program based on an ancient legal doctrine called Cy Pres, which allows unclaimed funds from class-action lawsuits to be given to charity. In 2008, this Painesville law firm founded the not-for-profit organization called Ohio Lawyers Give Back. So far, the firm has distributed $20 million to charities throughout Ohio, including many in Lake County. Until last year, the Cy Pres doctrine was so obscure that few people (including many lawyers and judges) had ever heard of it. That’s why Perotti is passionately trying to spread the word to other states.
“The reason we created this organization was to educate people on the Cy Pres doctrine so that more charities across the country can benefit,” Perotti says. “In every class action where there is likely to be a substantial amount of unclaimed settlement funds, we need to encourage the use of Cy Pres.”
Settlements in a class-action suit often can take more than six years. In some cases, the parties due payment cannot be found as a result of a move, death or other reasons. Cy Pres allows the court, or other parties by agreement, to distribute the money to charities. One beneficiary was the United Way of Lake County, which received $443,000 from a 2008 $14 million settlement.
A united way of giving
While the Cy Pres donation was a huge boost for United Way of Lake County, the organization whose mission statement is to give back to the community gets much help each year from large corporations dedicated to its cause. Even in this depressed economy, Avery Dennison, Lake Health and Lubrizol all managed to exceed their United Way campaign goals this year.
The latter raised $131,550, a 5.4 percent increase over last year. “The economy did present a challenge for our campaign committee,” says Dave Skursha of Lubrizol, adding that the company hosted traditional fundraising events, along with new ones to peak interest. “Our goal was to turn people’s attention away from their day-to-day problems to helping others with much bigger problems. We were able to tap into our co-workers’ motivation and enthusiasm for contributing something greater: the human condition. We had a lot of fun doing it.”
In another attempt to grow their charitable contributions, United Way of Lake County is sponsoring a Super Raffle that includes more than 25 valuable prizes up to $2,000 in value from local businesses such as Fredon, Crockett Team Realtors, Lake Metroparks, Avery Dennison, the Lodge at Geneva-on-the-Lake, Erie Island Charters, several local beauty salons, the Great Lakes Mall, Southwest Airlines, the Cleveland Cavaliers and others.
“We couldn’t offer this without all these companies who’ve donated such generous packages,” says Jessica Petersen, director of marketing and communications for United Way of Lake County.
Christmas is for children
Hanna Howard/Smythe Cramer also is known for its philanthropic efforts that include sponsored golf outings, fundraising dinners, Chinese auctions, even garage sales to aid various charities. Since 1989, the company has contributed more than $5 million to the Children’s Free Care Fund, a charity designed to help children without heath care receive needed medical treatment. Last month, the Madison team of Realtors held its annual Children’s Free Care fundraiser at Cebars Madison Tavern, which donated the party room and dinner cuisine.
“Each office sponsors its own event throughout the year,” says Realtor and event organizer Susan R. Laupp. “We chose November because the holidays are all about the children.” The event raised $3,732. All proceeds benefit University Hospital’s Rainbow Babies & Children’s Hospital, Cleveland Clinic Children’s Hospital and Akron Children’s Hospital.
Right thing to do
Lake County businesses have earned an impressive reputation for giving back to their community and often are recognized for their work. In June, Ladies & Gentlemen Salon and Day Spa proprietors Ed and Nancy Brown, who are active on many nonprofit boards, were named Leaders of the Year by Leadership Lake County. Last month, Dworken & Bernstein was presented with a Corporate Leadership Award at the National Philanthropy Day luncheon for its Ohio Lawyers Give Back initiative.
Perotti expresses why, even in tough economic times and record job losses, so many continue to be dedicated to helping others. “It’s just the right thing to do,” he says. “It’s the values I grew up with in an Irish-Catholic family. There will always be people out there who need help, and that’s really why lawyers are here. Because of the [initiation of] Cy Pres doctrine, people who were hungry got fed, people who are handicapped got medical treatment, people who were homeless got homes, those with learning disabilities got training … . Can you imagine if everyone did this? It would be phenomenal.” Sounds just like something Santa would say.
Deanna Adams is an author and freelance writer based in Mentor. |
FOCUS: MADISON-PERRY
Economic engine going like "gangbusters"
by Regina Steffen
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Jane Erickson, who owns His Majesty's On the Square with husband Steve, opened the restaurant last summer in a historical Madison building that started out as a bank and previously was a tea room. The bank vault remains a fixture of the fine dining establishment. |
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"Gangbusters.” That’s the word used by Madison Village Administrator Matt Zapp to sum up the economy of the village he oversees.
“We’ve got some wonderful restaurants in Madison Village, and the Cornerstone Brewery that opened June 21 created 40 new jobs,” Zapp says. “People are starting to realize that Lake County doesn’t end where Route 2 does. There is a lot out here for people to enjoy.” Cornerstone Brewery, Zapp says, has posted record sales, surpassing everyone’s expectations. Cornerstone Brewery is a microbrewery whose owner, Roy Blaylock, operates a microbrewery restaurant in Berea and determined after much research that Madison Village was the perfect place to open his second restaurant.
Just a few doors down from the Cornerstone Brewery is another eatery that makes Madison Village square a destination for people who want a night out.
His Majesty’s on the Square.
This full-service restaurant is housed in what was once a specialty tea house. The owners, Steve and Jane Erikson, are familiar with the clientele in Madison as they are the owners of The Open Door Coffee House as well.
But His Majesty’s and Cornerstone aren’t the only two places in Madison Village to get a bite to eat. Zapp is quick to point out that Chicken and Things Restaurant and Lounge recently celebrated a year of being in business. Quinn’s Family Restaurant offers a comfortable and affordable alternative for families who want to spend some time out together.
Area has many strengths but hotel is needed
Cynthia Girdler, president of the Madison Perry Area Chamber of Commerce, said the area’s strength is definitely restaurants. She said that all of them are doing well and that the attention that people are paying to the area is welcome.
Girdler said that the one missing piece to the area’s economy is a hotel. She said that Madison, Madison Village, Perry, North Perry, and Perry Village as an area offer lots of entertainment opportunities to people. The area has wineries, lake front, parks, and restaurants but it doesn’t really have overnight accommodations.
“The focus right now in Madison is development at Interstate 90,” Girdler explained. “We desperately need a hotel. When you talk to the owners of the wineries in the area they all say the same thing that they want a hotel.”
Unfortunately, Girdler said, attracting a hotel developer to the area is difficult right now is a little more difficult than usual but the township and villages are doing what they can. But that doesn’t mean the effort is taking a back seat, it is front and center.
“You have to wonder if people if are making other choices about where to go because there is not hotel nearby for them to stay in,” Girdler said.
The hotel would fit in perfectly with Zapp’s plans to make people think of Madison Village as the Willoughby of the eastern end of the county. He said that Madison Village offers everything that is offered in Willoughby, from dining to entertainment to one-of-a-kind retail stores.
Village works to make getting around easier
It’s hard not to catch the enthusiasm that Zapp’s voice reflects, but it is clear that it is much more than a “game face.” This Village administrator can rattle off facts, figures, and the names of new businesses. All of these are clearly the reason for Zapp’s contagious optimism. But it isn’t just what the businesses are doing for Madison Village that excites Zapp. It is the projects that the village is currently working on, planning, and those that have been successfully completed.
By the end of January 2010, Madison Village will have synchronized the traffic lights at the intersections of Lake and Main, River and Main, and Hubbard Road and Middle Ridge Road. The upgrades to these light signals will include new poles at Lake and Main Streets as well as a loop detector. The loop detector, Zapp explained, is an underground wire in the roadway that can sense traffic flow. If traffic begins to back up due to a train, the lights will “communicate” and change to allow traffic to ease at Lake and Main and then through the River Road and Main Street intersection. As if keeping traffic moving wasn’t enough, the Village also will install solar powered school zone flashers near Homer Nash Kimball Elementary.
Working to make the Village a success
Zapp is the first to tell you that Madison Village has challenges to face, such as empty storefronts. However, Zapp is quick to add that in Madison Village everyone is working together to make lemonade.
In April, all of the employees in Madison Village joined with other volunteers to donate their time for a Village Clean and Green Day. The theme of the clean-up day was one of unity building. All the activities centered on improving the three downtown parks, the Main Street merchant district and the nearby alleyway. During the day volunteers painted three storefronts on West Main Street, as well as weeding and mulching of 20 flowerbeds, trimming and edging of downtown grass area and trees. The workers also picked up debris and swept areas of streets.
“This event was beyond exciting,” said Zapp. “It was inspirational as our community came together and made a difference that everyone can appreciate. Over 425 man hours were logged and nearly $1,700 in cash and product support was collected.”
Zapp is already planning on the next Clean and Green Day and is sure that it will be just as successful as this year’s effort.
Coming together doesn’t have to be only for work however. On Dec. 5, merchants, the Girl Scouts and Madison Village celebrated the holidays by hosting Christmas in the Park with a bonfire, music and a visit from Santa Claus. Christmas in the Park was the perfect venue for the merchants of the village to show off their uniform decorating campaign.
Looking to the future, Zapp said that the Village is planning a Harvest Festival for the first weekend in October 2010.
Originally, the festival was supposed to kick off this year but Zapp and his team was just not ready. “We decided that rather do it half way we would roll it out in 2010 and have the festival be everything it could be.”
Of course, being 11 months out from the event there were a great many details that hadn’t been worked out but Zapp is focusing on the future. It is a future that he sees as promising.
“There are a hundred reasons to come to Madison,” Zapp said. “We are working hard to let everyone we are here and this is a great community with great village employees. It’s unbelievable.”
Perry waiting for better times
While the economic engine of Madison Village is humming along, Perry is waiting patiently for better times.
Perry Township, North Perry and Perry Village act corroboratively when it comes to economic development. Wally Siegel, administrator and director of economic development for Perry, as well as the administrator for Perry Township, said that little has happened in the past year economically.
Perry had been preparing for commercial development this year. In fact, Siegel said that there were three companies that were set to break ground this year. That however, didn’t happen.
“The economic downturn caused the banks to not lend the money that was needed for the projects,” Siegel said. He added that until credit and bank lending is loosened, he doesn’t foresee the companies being able to move forward with the projects.
Siegel had hoped that some of the American Recovery and Reinvestment Act Funds might find their way to Perry. But as of yet, they have not received any ARRA monies.
Of course, while things may have slowed down considerably, Perry has moved forward with the upgrades to water and sewer lines so that they will be ready when development starts up once again.
“We are hoping that next year will be better,” Siegel said.
Residential development halted, Retail faring O.K.
Many of the residential development plans for Perry came to a “screeching halt” according to Siegel and he just wasn’t sure when any of the plans that had been brought before township and village officials would ever get off the ground.
Retail in Perry has been doing fairly well, Siegel said. He added that a few of the retailers that closed did so because of retirements rather than closures due to the economy.
An aim of the MPACC is to have residents support their local businesses rather than shopping elsewhere, Girdler explained. Support from the residents helps ensure the success and health of a business, she said.
Regina Steffen is a freelance writer from Concord Township
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