An introduction to social media marketing for new small business owners and entrepreneurs. Presented originally to the California VEDC.

1. Social Media Marketing
AN INTRODUCTION FOR NEW BUSINESS OWNERS
Presented by
Alice Fuller
Principle Consultant
Image: Building an open source business by opensourceway
/shape modified from original

2. About Me!
•TV Producer, AP “House
Hunters,” HGTV
• 2007 became an
Entertainment Blogger
• 2010 Social Media
Marketer, Founded Sheer
Social
• Clients have included:
AARP, CoachArt.org,
Bio Ionic Professional
HairCare, HBFF

3. REALLY

4. One Way Communication
“OLD SCHOOL”
THE
AUDIENCE

5. Interactive communication
“NEW SCHOOL”
YOU
YOUR
AUDIENCE

6. SOCIAL MEDIA IS...
“Collective of online
communication channels
dedicated to community based ,
interaction, and collaboration.”
whatis.techtarget.com
“Today’s most transparent,
engaging and interactive
form of public relations. It
combines the true grit of real
time content with the beauty
of authentic peer-to-peer
communication.”
Lisa Buyer, The Buyer Group

7. Social
Media
Blogs
Photo
Sharing
Micro
Blogging
Video
Sharing
Audio
Sharing
Forums
Msg
Boards
Social
Platforms
Mobile
Apps

8. So how can
social media
grow my business?

9. Source: Digital Sherpa & Nielsen

11. WHO? WHERE?
Target Audience

12. Yes! We are talking
about you and your
business online!
Are YOU listening?
Will YOU respond?
How Quickly?

13. Case Study
Kind of Company: San Francisco food
cart
Objective: Attract local customers to
traveling business
Success: Grew his TWITTER
following to 12,000 in less than a year.
•Uses Twitter to inform customers daily
location and brulee flavor
•Uses Twitter to develop a personal
relationship with customers by asking
questions for their favorite flavors, where
to park his cart, tells funny stories.
•Also uses YELP as referral source. Has
224 reviews with 4 and half star rating.
Source: Thecremebruleecart.com/story/
Techcrunch.com

14. So What Will You Say?

15. First: Start Listening

16. 2nd: Create & Share Content of Value
Infographics
Photo & Video
Inspiration
Tips & how-tos
Humor

17. 3rd: Engage in Conversation

18. Hashtags
•Basically help track conversations around a
certain topic
•Recognized by MOST not all popular
platforms
•Easy to create especially around timely events,
holidays, and brands
• Easy to search for their use on most platform
Example:

19. 4. Measure Progress aka ROI
(Return On Investment)
1. Set a goal
2. Decide what to measure in
relationship to social media
campaigns.
3. Track increase and decreases
4. Use available tools
provided by social platforms

20. Should You Blog?
Pros
•Boost in Search Engine Optimization
•Display your expertise and authority
• Generates shareable content
• Can be monetized
Cons
•Must be updated
•Takes time to write, proofread, etc
•Growing an audience requires strategy

21. Facebook
Pros
•Over 1 Billion Users
•Connect with friends & family
•Follow fav brands & companies to get discounts, coupons
•Detailed target market data and insights
•Create and manage online groups
•Site buttons, plug-ins, and widgets provided
Cons
•Overcrowding of Newsfeed
•Keeping up with format changes
•Possibly not all your fan page updates will be seen
•Content reach reduction to 6.5% and more
•Push to pay for advertising
•Search limited to public posts

22. Twitter
Pros
•Short and sweet interactions with new people
•Ideal for real time news & info gathering
•Easier search options with or without hashtags
•Easy to follow topical trends
•Promoting content
Cons
•140 character limit
• Adapting to new ways of messaging
• Mostly text-based
• Very easy to make public mistakes
• Spammers

23. Kind of Company: Gemstone jewelry
store in Virginia
Objective: Showcase her product and
attract customers
Success: Grew her FAN PAGE
LIKES to over 45,000, has received
average of 1,403 reviews, and 4.5
rating
•Uses Facebook’s focus on strong visuals
to full advantage
•Uses 3rd party apps to sell products and
grow email list through the fan page
Case Study
Source: http://blog.ispionage.com/5-case-studies-small-business-facebook-success.html

24. LinkedIn
Pros
•Creating a public professional profile. Establish
authority
•Networking with old and new biz associates
•Receive recommendations
•Sharing your content with industry peers
•Creating and managing professional groups
Cons
• Restrictions for free accounts
• Making new connection may require introduction
•Groups become content dumping grounds

25. YouTube
Pros
•Free hosting of video
•Second largest search engine in the world
•Provides boost in online visibility and organic SEO
•Easy to share and embed video to other sites
•Livestream for free
•Mobile friendly
Cons
•Requires Google account
•Distracting related video display
•Trolls and spammers

26. Case Study
Kind of Company: Laura Kinney, Trophy
Boutique in Austin, Texas
Objective: Showcase her services as a personal
stylist, her personality, and attract new business
Success: Ranked #1 on Google and YouTube
for “Austin Personal Stylist”
•Used YOUTUBE videos to show potential
customers benefits of her business and her differing
services
•Now uses videos to introduce potential clients to
her business
•Once videos were made public, she received “lots
of bites” and “brought in quite a few new customers
directly”
Source: http://christophersharpe.com/youtube-for-small-business-marketing/

27. Develop Your Strategy
1. Listen to online conversation
2. Create visual and valuable content
3. Engage with your audience
4. Implement a campaign
4. Set measurable goals
5. Track progress
DOES REQUIRE SOME TIME,
BUT NOT ALL DAY!!!

28. Quick Tools & Tips
1. Create content calendar
2. Use Facebook’s Post Scheduler
3. Use mobile apps
4. Set up Google Alerts for your name and
business
5. Use more photos and quick videos for
better engagement

29. For More Training
Take My ONLINE COURSE
Visit
https://www.udemy.com/13-strategies-that-trump-facebooks-algorithm/

30. Questions?
Contact:
Alice Fuller
Principal Consultant, Sheer Social
Ph: 818-672-6287
FB: Fb.com/sheersocial
Tw: @SheerSocial