SOCIAL MEDIA What every business owner  needs to know
The Jordan Factor <ul><li>Social Networking…kid style… </li></ul>
3 Aspects of Social Media <ul><li>Social Networking </li></ul><ul><ul><li>Creating Connections and Relationships </li></ul...
Social Networking Friend Nate
Social Media Marketing – Push Marketing <ul><li>Sales </li></ul><ul><li>Marketing Communications </li></ul><ul><li>Public ...
Social Media Monetization <ul><li>The critical question – “How do I make money from social media?” </li></ul><ul><li>The f...
Some Innovative Ways SMBs are using Social Media Marketing <ul><li>Some businesses are giving discounts if their customers...
Reality Check Regarding Social Media <ul><li>Don’t assume that having a blog, a Facebook page or a Twitter account is goin...
Caveat <ul><li>NOT participating in social media may not be the best answer for your business. </li></ul><ul><li>Remember,...
5 Things To Get Started <ul><li>1. If you have a physical location, add your business to the Google Local Business Center ...
5 Things To Get Started — Cont’d <ul><li>2. Start a blog </li></ul><ul><ul><li>Easy to create and maintain </li></ul></ul>...
5 Things To Get Started — Cont’d <ul><li>3. Try ONE network (Facebook, LinkedIn, Twitter) </li></ul><ul><ul><li>Start on t...
5 Things To Get Started — Cont’d <ul><li>4. Give out your social media contact info </li></ul><ul><ul><li>Publish your Twi...
5 Things To Get Started — Cont’d <ul><li>5. Google Alerts </li></ul><ul><ul><li>Keep tabs on your competitors </li></ul></...
A Few Things to Avoid <ul><li>Don’t go crazy with auto-responders </li></ul><ul><ul><li>Interaction is better…it’s called ...
Some Interesting Tidbits <ul><li>86% of SMBs have NOT used social networking sites for info or business advice </li></ul><...
More Interesting Tidbits <ul><li>According to the Citibank Survey, approximately three-quarters of small businesses say th...
Social Media Marketing is One Component of the Marketing Umbrella <ul><li>Social Media Marketing needs to be integrated in...
Social Networking for Strategic Alliances <ul><li>Using Social Networking is a great way to build Strategic Alliances </li...
Questions? <ul><li>Thank You! </li></ul><ul><ul><li>Colleen Connery, President & Creative Director </li></ul></ul><ul><ul>...
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CoCo Vista Expo Social Media 20091021f

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Vista Business Expo Social Media Presentation and Panel Discussion

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  • A story…
  • When we enter a “social” environment, we typically scan the area and note where the larger groups of people are. There is typically more engagement happening in these larger groups then there is in the smaller ones. In any social environment, our instinct is to be in the group where there is a preexisting connection. We feel more comfortable knowing someone there. In an online scenario, it is much the same. We will start with friends and colleagues. From there our friends and colleagues can help us reach out to new connections thus building our social network. An example of this is in LinkedIn you can be “introduced” to a connection via one of your connections. Another example is on Twitter, people who you know will look at your list of who you are following and maybe follow some folks you are following by virtue of association. Usually to get into a group, we will “squat” and listen for a while before participating. When you feel comfortable, you will jump in with an experience or valuable information which will get the attention of the rest of the group, helping you move forward with your goal of social networking. Social Networking is about connecting with other people that are like-minded.
  • Businesses use social media marketing the most currently. This is where businesses post information about goings-on in their businesses, use these tools as their newsrooms, scan for unhappy customers and address issues, etc. This is where you can build a network of happy customers to advocate on your behalf. How many of your are on LinkedIn? Do you know the “Recommends” area on LinkedIn? Or maybe you’re familiar with Yelp? This is where you can have your advocates talk you up. This becomes your “testimonials” area for your marketing. This is also where you can find folks making complaints that you can immediately address.
  • We’ve all heard the examples: Dell Computer uses it to sell refurbished computers, Nike Golf uses it to stay in touch with their customers that have questions/issues, and even smaller entrepreneurs use it to sell their smaller products/services such as jewelry, art, etc. It’s a great way to promote a sale and drive traffic back to your website or blog.
  • Calendaring is an important aspect to managing your time in the social media realm. Not all business owners or managers have the time to be on the social media networks. Social media is a huge time vacuum, and you want to make sure to manage it properly. It’s easy enough to think in terms of direct mail marketing and advertising when it comes to social media. When you want to post informational pieces to your target, calendar it based on time of year for relevant info. For example, CFPs and CPAs can easily plan a calendar based upon when people need to be thinking about tax preparations, retirement plan funding, exit plan strategies for business, and personal financial security thru/out the year. A retail store can be thinking about the year’s worth of sales that they’d like to schedule and special events, and work on the calendar for promoting those events. Plan as much as you can up front in your marketing plan, and that will minimize time loss in social media.
  • Yes, Social Media is here to stay…we can’t take back the notion that people can get online in a social capacity and tell each other things about their experiences. However, that’s not to say that LinkedIn, Twitter and Facebook will be here forever. That’s just what’s here now.
  • CoCo Vista Expo Social Media 20091021f

    1. 1. SOCIAL MEDIA What every business owner needs to know
    2. 2. The Jordan Factor <ul><li>Social Networking…kid style… </li></ul>
    3. 3. 3 Aspects of Social Media <ul><li>Social Networking </li></ul><ul><ul><li>Creating Connections and Relationships </li></ul></ul><ul><li>Social Media Marketing </li></ul><ul><ul><li>Creating Consumer Advocates </li></ul></ul><ul><li>Social Media Monetization </li></ul><ul><ul><li>Making Money from the Social Media Realm </li></ul></ul>
    4. 4. Social Networking Friend Nate
    5. 5. Social Media Marketing – Push Marketing <ul><li>Sales </li></ul><ul><li>Marketing Communications </li></ul><ul><li>Public Relations </li></ul><ul><li>Customer Service </li></ul>
    6. 6. Social Media Monetization <ul><li>The critical question – “How do I make money from social media?” </li></ul><ul><li>The fact is that most businesses don’t make money directly from Social Media (at least not yet)…though there are the rare cases. </li></ul><ul><li>Most businesses use social media to create relationships that then possibly turn into transactions after trust has been established. </li></ul>
    7. 7. Some Innovative Ways SMBs are using Social Media Marketing <ul><li>Some businesses are giving discounts if their customers rate them on Yelp! </li></ul><ul><li>Mobile businesses are using Twitter to Tweet locations where they’ll be so their customers can come to them. </li></ul><ul><li>Restaurants are Tweeting about the menus for the day and specials. </li></ul>
    8. 8. Reality Check Regarding Social Media <ul><li>Don’t assume that having a blog, a Facebook page or a Twitter account is going to be the best thing for your business. </li></ul><ul><li>Identify how your customers/prospects want to communicate with you. </li></ul><ul><li>Basically there is no real ROI measurement that can directly provide you with the conversions you need to prove that the time and effort you put into using social media is worth it. </li></ul>
    9. 9. Caveat <ul><li>NOT participating in social media may not be the best answer for your business. </li></ul><ul><li>Remember, your competitors are most likely participating, as well as your customers and prospects. </li></ul><ul><li>You can make some great connections/relationships and establish trust that will build into business. </li></ul>
    10. 10. 5 Things To Get Started <ul><li>1. If you have a physical location, add your business to the Google Local Business Center and add the map to your website </li></ul><ul><ul><li>People can “review” your business </li></ul></ul><ul><ul><li>Helps with search engine ranking </li></ul></ul><ul><ul><li>It’s FREE </li></ul></ul>
    11. 11. 5 Things To Get Started — Cont’d <ul><li>2. Start a blog </li></ul><ul><ul><li>Easy to create and maintain </li></ul></ul><ul><ul><li>Free or low-cost </li></ul></ul><ul><ul><li>Encourages repeat visits </li></ul></ul><ul><ul><li>Helps with search engine ranking </li></ul></ul><ul><ul><li>Can be used as a newsroom for press, publication of articles, a platform to be an SME, and more </li></ul></ul>
    12. 12. 5 Things To Get Started — Cont’d <ul><li>3. Try ONE network (Facebook, LinkedIn, Twitter) </li></ul><ul><ul><li>Start on the network that most likely has your target market and referral sources </li></ul></ul><ul><ul><li>Maintain a consistent presence with up-to-date info </li></ul></ul><ul><ul><li>Make sure your content is timely and relevant (not “I’m standing in the line at Starbucks waiting for my venti ½ caf, ½ decaf no whip soy mocha”) </li></ul></ul><ul><ul><li>Participate…interact…connect </li></ul></ul>
    13. 13. 5 Things To Get Started — Cont’d <ul><li>4. Give out your social media contact info </li></ul><ul><ul><li>Publish your Twitter name on your biz cards </li></ul></ul><ul><ul><li>Add your network links to your email signature </li></ul></ul><ul><ul><li>Tell your friends to connect with you there so THEIR databases connect with you as well </li></ul></ul>
    14. 14. 5 Things To Get Started — Cont’d <ul><li>5. Google Alerts </li></ul><ul><ul><li>Keep tabs on your competitors </li></ul></ul><ul><ul><li>Keep tabs on what people are saying about you </li></ul></ul><ul><ul><li>News alerts in your field of interest </li></ul></ul><ul><ul><li>Tracking of Government/Politics </li></ul></ul><ul><ul><li>Sports scores </li></ul></ul><ul><ul><li>Etc. </li></ul></ul>
    15. 15. A Few Things to Avoid <ul><li>Don’t go crazy with auto-responders </li></ul><ul><ul><li>Interaction is better…it’s called SOCIAL media after all </li></ul></ul><ul><li>Don’t try and sell right out of the gates </li></ul><ul><ul><li>Hi…thanks for the follow. Wanna buy my widget? – NO! </li></ul></ul><ul><li>Don’t use bad language or talk politics </li></ul><ul><ul><li>Keep it professional and stay neutral and informational </li></ul></ul><ul><ul><li>Of course, you can talk politics if that’s your business </li></ul></ul>
    16. 16. Some Interesting Tidbits <ul><li>86% of SMBs have NOT used social networking sites for info or business advice </li></ul><ul><li>10% have sought business advice and info on expert blogs </li></ul><ul><li>42% made greater use of their company websites to generate biz leads and sales </li></ul><ul><li>19% were doing more advertising to attract new customers in the economic downturn </li></ul><ul><li>28% were using more email marketing </li></ul><ul><li>25% were using more online advertising to generate business leads and sales </li></ul>Citibank Small Business of 500 US businesses Survey
    17. 17. More Interesting Tidbits <ul><li>According to the Citibank Survey, approximately three-quarters of small businesses say they have not found sites such as Facebook, Twitter or LinkedIn helpful for generating business leads or expanding business in the past year. </li></ul><ul><li>However, a quarter of SMBs are using social media and 12% find social networking sites helpful. </li></ul>
    18. 18. Social Media Marketing is One Component of the Marketing Umbrella <ul><li>Social Media Marketing needs to be integrated into your overall marketing plan. </li></ul><ul><li>Never put all your eggs in one basket…you need to diversify your marketing efforts, employing many tactics to generate business. </li></ul><ul><li>Social media marketing should also follow your standard company “branding” rules. </li></ul>
    19. 19. Social Networking for Strategic Alliances <ul><li>Using Social Networking is a great way to build Strategic Alliances </li></ul><ul><ul><li>For many B2B businesses especially, building a solid referral network is one of the best ways to do business, and going online to connect with providers that you can team up with is a very successful way to build your business. </li></ul></ul>
    20. 20. Questions? <ul><li>Thank You! </li></ul><ul><ul><li>Colleen Connery, President & Creative Director </li></ul></ul><ul><ul><li>www.cocoassociates.com </li></ul></ul><ul><ul><li>858.279.8147 </li></ul></ul><ul><ul><li>Twitter: CoCoGal </li></ul></ul><ul><ul><li>LinkedIn: www.linkedin.com/in/cocoassociates </li></ul></ul><ul><ul><li>Facebook: Fan our pg at cocoassociates.com/contact </li></ul></ul>

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