Technology for Marketing and Advertising 2012: How social media can power a small business


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Social media has levelled the playing field between large and small businesses meaning that entrepreneurs running small companies can now engage with customers on an international scale. But being effective at social media requires work so this presentation will explain how small firms can make a success of online social engagement.

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  • Facebook posts deleted, removed, left up, deleted again Staff worker posting that she had removed alleged copied items from store – post deleted Coverage in the Metro etc
  • Humphry Slocombe – ice cream chain with 14 outlets v Dairy Cream with multiple outlets across the US Engages users by being quirky – “ice cream with attitude”
  • Google – hangouts – video chats Segment audience through Circles Downside – growth is small, few individuals using it, mostly social media experts and other businesses
  • Works well with companies with a visual focus, stats claims that Pinterest is more popular with female audience BUT Issues of copyright Is it one platform too far?
  • Subtle promotion of your services. Give your advice away for free and build up a reputation as an expert in your field.
  • Technology for Marketing and Advertising 2012: How social media can power a small business

    1. 1. How social media can power a small business Technology for Marketing and Advertising 28 February 2012 Dan Martin, editor,
    2. 2. Who am I? <ul><li>Editor of </li></ul><ul><li>Administrator of </li></ul><ul><li>Sister communities to (stand B4) </li></ul><ul><li>Published by Sift Media, an online publisher founded in 1996 </li></ul><ul><li>Self-confessed twaddict (@Dan_Martin) </li></ul>
    3. 3. Then…
    4. 4. Now…
    5. 5. Claire’s Accessories and the mysterious case of the disappearing Facebook posts
    6. 6. David taking on Goliath
    7. 7. Be quirky, be human, be authentic
    8. 8. Tweets from the top
    9. 9. Silence isn’t golden
    10. 10. … especially when there’s noise
    11. 11. And to make matters worse…
    12. 12. In contrast…
    13. 13. Embrace the hashtag
    14. 14. Beware the hashtag
    15. 15. … .admit it when things go wrong “ Within an hour, we saw that it wasn’t going as planned. It was negative enough that we set about a change of course. With all social media campaigns, we include contingency plans should the conversation not go as planned. The ability to change midstream helped this small blip from becoming something larger.” Rick Wion, social media director, McDonald’s
    16. 16. Powered by Facebook
    17. 17. But it’s not just about B2C
    18. 18. The power of video
    19. 19. Be prepared
    20. 20. Share your expertise
    21. 21. Is Google+ a plus for small businesses?
    22. 22. Are you Pinterested?
    23. 23. Respect your elders
    24. 24. Tips for social media success 1. Go where your audience already are
    25. 25. 2. Be human
    26. 26. 3. Be honest (especially when things go wrong)
    27. 27. 4. It’s a long term thing
    28. 28. Get in touch <ul><li>[email_address] </li></ul><ul><li>@Dan_Martin / @BusinessZone </li></ul><ul><li> </li></ul><ul><li> </li></ul>