If you’re in direct sales, or considering starting a direct selling company, you may be wondering what all the fuss is about social media. Yes, you may have heard at your convention that members of the sales force are starting to use it for their direct selling businesses. Maybe some of your consultants have set up a Facebook Fan Page. But does YOUR company need to get started with social media? Is it really worth the time you’ll need to invest to get it set up properly? And then, do you have the time to maintain your social media presence once you’ve set everything up?

The answer is that now is the PERFECT time to put the power of social media to work for your company. Think about it. Direct sales is a networking business. Our success comes from the number of people we can get in front of each month. The more people that know about us and what we do, the more likely we will find the customers and team members that will help us achieve the success we’re dreaming of.

Social media is growing EXPONENTIALLY. Every day, more and more people are signing up for accounts on tools such as Facebook and Twitter. Consider these statistics:

• Facebook is the largest social networking site (over 70 million users in the US alone)
• More than 120 million users log on to Facebook each day
• Twitter has more than 26.5 million US users monthly, and has grown 1,382% in the last year (475,000 users in Feb ‘08 to 7,038,000 users in Feb ‘09)

If you were invited to a party with that many people, and knew you could specifically meet the people in your target market at that party, would you show up? Of course!!! The more people you meet, the more money you make. Of course, you have to use your networking skills. You need to ask about others, make connections, give and share, and generally be a nice and helpful person that engages others. However, at the end of the day, the law of averages states that you’ll find people who want to do business with you.

Despite the crazy numbers above, social media is still in its infancy. If you want to ride the tidal wave to unprecedented growth, get started NOW, before the market is so flooded that your voice can’t be heard. Establish yourself NOW within social media, and it will significantly benefit your business for years to come.

Social media also levels the playing field a bit between smaller direct sales companies and larger ones.  One of the largest limitations that smaller companies have faced is the fact that with a larger sales force, bigger companies can just reach more people.  Again that law of averages comes into play.  But with social media, EVERYONE can reach that large an audience when the tools are used strategically.  And that can give your company an edge that wasn’t possible before.

What do you think? Have you used social media to build your direct sales company? What results have you enjoyed? Would love to read your comments below!

Jennifer Fong

Jennifer Fong helps direct sales companies leverage the power of social media marketing to increase sales and recruiting, and manage online brand perception. To learn more about how Jennifer can help your company, visit http://luceandassociates.com/Jennifer-Fong.html.  You can also check out her direct sales and social media blog at http://jenfongspeaks.com.

Jennifer Fong, Social Media Associate, recently sat down with Luce & Associates President Alan Luce to answer the most common questions direct selling executives have about social media.  The result is an article in this month’s issue of Direct Selling News.  We invite you to read the entire article here: http://www.directsellingnews.com/index.php/site/entries_archive_display/when_party_plan_and_social_media_collide

Alan Luce

Jennifer Fong

Few people in the direct sales industry can match the experience, expertise and successes of Alan Luce. With over 25 years in senior management, guiding start-ups and established companies alike, Alan has met virtually every challenge a direct sales executive can face.  Learn more about how Alan can help your company at http://www.luceandassociates.com/Alan-Luce.html.

Jennifer Fong helps direct sales companies leverage the power of social media marketing to increase sales and recruiting, and manage online brand perception. To learn more about how Jennifer can help your company, visit http://luceandassociates.com/Jennifer-Fong.html.

Jennifer Fong

I love analytics.  I really do.  In fact, I’ll go so far as to say I’m an analytics junkie.  Why?  Because analytics are validation.  They show how your social media efforts are paying off, and what you should be spending your time on.  It’s the hard data that you can use to find out if what you’ve done is bringing you the traffic that can make you money, or if it’s a complete waste of time.  As a company executive, it’s your measurement of ROI that helps you make good decisions moving forward.

Analytics help you answer these questions: Which posts are people reading?  Which pages are they visiting on your website?  Where are they coming from?  Where are they going next?  Are they clicking on your links?  By using simple tools, you can easily measure the return on your social media investment.

So what should you be looking at on a daily basis?

1. Blog/site visitor counts – You should have site analytics built into your blog and website.  If you’re using a wordpress.com blog like this one, the site visits are built right in.  If you’ve got a website, you should be registered for Google Analytics, and put the code on each page of your site.  Then watch the numbers over time.  When are people coming to your site, and how much time are they spending there?  Are you getting more visitors over time?  Then your strategy is probably working.  If you’re not, then you know where you need to focus your efforts.
2. What people are looking at - Does specific content draw a crowd?  What type of content does your niche market value?  For my Direct Sales & Social Media blog, one of my most popular posts ever was when I told people what NOT to do in social media. So I learned that people are looking for ways to improve upon what they’re already doing.  Good data.  And it helps me formulate what to write next.  It also helps me figure out what content to include in my newsletter.
   
3. What people are clicking on - Where do people go next?  On your website, use Google Analytics to follow their path through your content.  Do people go where you want them to go on your site?  If not, what can you change so you get the conversion objectives you’re looking for?  Maybe you need to reconsider your site’s organization to take into account certain buyer personas.  How can they best use your site?  What matters most to them?  Make sure there’s a clear path for them.If you’re a blogger, do people care about the links you post?  Are they subscribing to your newsletter or considering the product you’re highlighting?  By taking a look at the percentage of visitors that click, you can determine how engaging your leadup is, and if you need to make changes.
4. Where people are coming from – What is driving traffic to your site?  Which search engine are most visitors using, and what keywords are they using that finds you?  Are other bloggers referring to your work?  Are your social networking efforts resulting in traffic to your blog or website?  By keeping track, you can thank people that mention you, keep doing the things that are providing you with results, and focus your efforts on the areas where you need to improve.For example, when I was CEO of a direct sales company, we taught our sales force how to use Facebook to market their businesses.  Facebook became one of the top 5 referrers to our corporate website, with 3-5 times the average visit length of any other referrer.  What did this tell us?  That our training efforts were paying off, and our efforts in social media were effective.

   Another story…when I started my Direct Sales & Social Media blog, I posted occasional articles to LinkedIn groups I was a part of.  I didn’t see many comments there, and it was tempting to think that this effort was a waste of my time.  However, I discovered through analytics that most of my weekend traffic comes through LinkedIn, and so it’s a valuable activity for me to continue.  Without analytics, I never would have known.

5. Link analytics are also important.  By using http://cli.gs or the equivalent (there are plenty out there) you can see how many people are clicking on the links you use in your emails and throughout social networking sites.  Does the following you’ve built care about what you’ve posted?  Does anybody click in Facebook and Twitter when you recommend something?  By using a link analytics tool, you can find out.

There are many components to an effective analytics strategy.  But by keeping on top of your analytics, you can measure growth, and adjust your efforts accordingly.  And that helps you to continually improve your overall social media marketing plan and strategy.

How are you using analytics?  How have they helped you with your overall social media strategy?  Would love to read your comments below!

Jennifer Fong helps direct sales companies leverage the power of social media marketing to increase sales and recruiting, and manage online brand perception. To learn more about how Jennifer can help your company, visit http://luceandassociates.com/Jennifer-Fong.html.

by Jennifer Fong

Jennifer Fong’s Facebook Profile

I’ve noticed a disturbing trend recently where software companies claim to solve all of a direct sales company’s social media requirements with their latest and greatest software tool.  Companies can control the message their sales force sends, they claim!  You can build a whole community within your own little bubble, within your control!  While I am not knocking any particular software application, I think it’s important to realize that you don’t need to pay for a software platform in order to use social media effectively.

Part of the beauty of social media is the fact that the tools where the most people currently are, are free.  If you build your own social community on your own website, you’re going to have to complete the additional step of driving traffic there.  What’s the compelling reason for your prospects to come to your community?  Why not operate in environments such as Facebook, where your prospects already hang out?  Why would they go to your homegrown community for fun?  To be sold?  I don’t think so.

You also need to realize that the conversation is going to go on within Facebook, Twitter, and other social networking platforms whether you participate or not.  You will not be able to tightly control the message.  This is why monitoring is an essential component of your overall social media strategy.  When you know what people are saying about your brand, and participate when necessary to solve problems, you gain respect in the social media world, which brings increased respect for your brand.

Now I’m not saying that direct sales companies shouldn’t consider software solutions.  But it’s important to take a step back and consider the overall goals of your social media and total marketing program first.  What do you want to accomplish?  Who are you trying to reach?  Where do you want to drive traffic, and what are the conversion objectives? How will participation with your brand shape brand perception?  How will you measure success?  Without answering these critical questions first, investing in an expensive software platform is a mistake.  And if you’re a small to mid-size company, a software solution may not even be necessary.  After all, the popular social media platforms are free.  Your biggest investment will be the man-hour resources needed to implement your social media strategy properly.

Jennifer Fong

Basic sales strategy says you go where the people are.  It’s not “If you build it they will come.”  People are already using free social networking tools such as Facebook and Twitter, and that’s where they’re connecting with others.  Some are already complaining that they’re overwhelmed with these tools.  Why on earth would you want to add another?  You don’t want to make doing business with you a social media chore.  Instead, blend into the communities that already exist, bring value, and drive traffic that relates to your conversion objectives.  That’s how you’ll experience success with your overall social media strategy.

Your thoughts?  Would love to read them in the comments!

Jennifer Fong helps direct sales companies leverage the power of social media marketing to increase sales and recruiting, and manage online brand perception. To learn more about how Jennifer can help your company, visit http://luceandassociates.com/Jennifer-Fong.html.