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How Social Media Can Help Enhance Your Business
 

How Social Media Can Help Enhance Your Business

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  • Sources: http://www.dreamgrow.com/tag/facebook-market-share-2011/; http://www.businessinsider.com/chart-of-the-day-how-many-users-does-twitter-really-have-2011-3
  • Sources: http://www.internetworldstats.com/am/us.htm, http://www.comscoredatamine.com/2011/01/average-time-spent-online-per-u-s-visitor-in-2010/, http://blog.nielsen.com/nielsenwire/global/social-media-accounts-for-22-percent-of-time-online/
  • Source: http://www.pewinternet.org/Reports/2010/Older-Adults-and-Social-Media/Report.aspx
  • Sources: http://techcrunch.com/2010/03/08/forrester-forecast-online-retail-sales-will-grow-to-250-billion-by-2014/, http://thenextweb.com/socialmedia/2010/09/21/evidence-that-social-media-really-does-drive-sales/
  • Image from http://sivers.org/interactive-website, Derek Sivers 2007
  • Source: http://geofflivingston.com/2011/02/20/civility-tonality-and-manners/ (Judith Martin, aka Miss Manners)
  • Source: http://www.getrichslowly.org/blog/2011/01/22/blogging-a-demanding-task-with-few-rewards/
  • Sources: http://www.socialmediaexaminer.com/ultimate-bloggers-guide-to-search-engine-optimization/,
  • Sources: http://www.flyteblog.com/flyte/2011/01/magnetic-seo-what-electromagnets-can-teach-us-about-seo.html,
  • Sources: http://www.flyte.biz/resources/newsletters/11/02-qr-code-marketing.php, http://azonmedia.com/qrcode-generator

How Social Media Can Help Enhance Your Business How Social Media Can Help Enhance Your Business Presentation Transcript

  • How Can Social Networking Help Enhance My Business?
  • Presented by:
    • Women, Work & Community
    • Sunrise County Economic Council
    • Northern Maine Development Commission
    • Maine Woods Consortium
    © 2011 Women, Work & Community
  • Developed by:
    • Erica Quin-Easter,
    • Microenterprise Coordinator
    • [email_address]
    • (207) 764-0050 – Aroostook County center
    © 2011 Women, Work & Community
  • Workshop Goals
    • Introduce you to social media applications you can use to expand your business marketing
    • Inspire you to integrate social media into your marketing plan
    • Help you develop next steps for using social media to stay informed and connect with customers
    • Minimal lingo, maximum empowerment
    © 2011 Women, Work & Community
  • What This Workshop Is Not:
    • Click-by-click “how-to” for specific applications
      • Broad overview will introduce you to social media options and successful models
      • Individual assistance available 1-on-1
    • Specific advice for your situation
      • General questions and personal experiences welcome!
      • Specific questions may be referred for individual response and 1-on-1 support
    © 2011 Women, Work & Community
  • Introductions
    • Your Name, Town, and Business
    • Current uses of social media?
    • (business or personal)
    • Goals for this workshop
    © 2011 Women, Work & Community
  • A World Online: Basics Before Social Media
    • Website
      • Clean, coherent, depth of content
    • Maps, Places, other directory listings
      • Google, Yahoo, Bing, etc.
    • Email marketing
      • Constant Contact ($) or your own email (<500)
    • Business phone and address
      • Can people find and contact you?
    © 2011 Women, Work & Community
  • What Is Social Media?
    • Facebook
      • 63% market share, 50% U.S. population
    • You Tube
      • 20% market share
    • Twitter
      • 119 million following, 85 million followed
    • MySpace
      • 1.06% market share, declining since 2008
    • LinkedIn
      • 0.39% market share, rising
    © 2011 Women, Work & Community
  • What Is Social Media?
    • Blogs
      • WordPress, Blogger, Tumblr, LiveJournal,
      • Moveable Type/TypePad, Posterous, and more
    • Podcasts , Livecasts, Video
    • Internet Forums & Message Boards
    • Comments & Tags
      • News, events/invites, posts, photos, etc.
    • Wikis, Apps…and more!
    © 2011 Women, Work & Community
  • Why Do You Care?
    • More than 77% of the U.S. population uses the internet
    • Average time spent online ranges from 22.3 hours (ages 12-17) to 39.3 hours (ages 45-54) per week
    • Social networks/blogs occupy 22% of all time spent online
    © 2011 Women, Work & Community
  • Who Uses Social Media?
    • Percentage of adult internet users who use social networking sites:
      • Ages 18-29: 86%
      • Ages 30-49: 61%
      • Ages 50-64: 47%
      • Ages 65+: 26%
      • … and rising!
    © 2011 Women, Work & Community
  • Why Does Your Business Care?
    • 67% of the online population BUYS something online
    • Online sales represent 7% of total U.S. retail sales
    • Social media users spend MORE in online sales
      • $67 average for heavy Facebook users
      • $50 average for all internet users
    • Relationships and communication drive sales
    © 2011 Women, Work & Community
  • What Is Social Media? Interconnected © 2011 Women, Work & Community
  • Social Media Is Interconnected
    • Connects you to customers, colleagues, competitors, and the larger world
    • Effort in = Effect out
    • More links = Greater search optimization
    • More visibility = More visitors
    • More content = More time connected
    • More time = More commitment to action
    • Same sales rules apply…close the deal!
    © 2011 Women, Work & Community
  • What Is Social Media? Interactive © 2011 Women, Work & Community
  • Social Media Is Interactive
    • Pros/Cons of user-generated content
      • Comments, sharing, tagging, cross-posting
    • Multiple ways of engaging customers
      • Personal perspectives, visual photos, video, text, testimonials, conversation and community, direct contact, special offers…and much more
    © 2011 Women, Work & Community
  • If You Build It, They Will Come? © 2011 Women, Work & Community
    • NO!
    © 2011 Women, Work & Community
  • Drive Your Content © 2011 Women, Work & Community
  • Stay Current
    • Budget time for social media
      • Set-up
      • Maintenance: Updates & Responses
    • Plan your calendar and content
      • Frequency of posting
      • Relevant news, photos, videos, links
    © 2011 Women, Work & Community
  • Your Marketing Plan
    • Mission, Products & Pricing
    • Target Market
      • Customer demographics
      • Industry trends
      • Market size and share (projections & goals)
    • Competition
      • Direct & indirect
      • Niche
      • “ 1 – 2 – 3 – ME”
    © 2011 Women, Work & Community
  • Your Marketing Plan
    • Branding
      • Image/logo
      • Marketing materials
    • Advertising & Promotion
      • Paid advertising (internet, newspaper, radio, TV)
      • Promotion (networking, referrals, direct sales)
      • SOCIAL MEDIA!
    • Expense & Evaluation
    © 2011 Women, Work & Community
  • © 2011 Women, Work & Community
  • Netiquette
    • Personal vs. professional presence online
    • Privacy settings vs. public visibility
    • Different passwords – avoid hackers & viruses
    • Permanent record! (caches never die)
    • Photos and tagging – by permission
    • Do unto others…
    • Responsiveness and customer service –
    • Go the extra mile
    • Monitor your internet footprint
    • (Google yourself)
    © 2011 Women, Work & Community
  • Social Media Exercise
    • 3 - 2 - 1
    © 2011 Women, Work & Community
  • Newsworthy Networking
    • In the next 3 days, how can you use
    • social media to boost your business?
    • What is newsworthy?
    • Who can you connect to?
    • Time and tools needed?
    • Tool – Action - Timing
    © 2011 Women, Work & Community
  • In-depth: Social Media Applications © 2011 Women, Work & Community
  • Facebook Business or Personal? © 2011 Women, Work & Community
  • Facebook
    • Personal Profile
      • You and your friends
      • Individual users
      • Personal email address
    • Fan Page
      • You and your customers (“fans”)
      • Business users
      • Business email address
    • Group
      • You and your clique (“members”)
      • Closed: not indexed, invite only, invisible to public
    © 2011 Women, Work & Community
  • Facebook
    • Business Name
    • Logo/Photo
    • Username/Facebook “vanity” URL
    • Invite fans – import customers, colleagues, and prospect contacts from email
    • Social plugins – connect FB to your website with “Like Box” button
    © 2011 Women, Work & Community
  • Facebook
    • Advertising
      • Design ad
        • Destination URL, Title, Body, Image
      • Targeting
        • Location/radius, Age, Sex, Interests,
        • Relationships, Language, Education
      • Pricing
        • Daily budget (relate to estimated reach)
        • Pay for clicks (traffic) or pay for impressions (views)
        • Suggested bid range (competitive bid = higher visibility)
    © 2011 Women, Work & Community
  • Facebook
    • Test marketing messages
      • What message speaks to your target audience?
      • What ads generate the best response rates?
    • Evaluate success
      • Establish cost per fan & conversion/customers goals
      • Facebook Insights(for business pages with 30+ fans)
      • Facebook Ad Reports Manager: Unique impressions, clicks, click through rate; demographics and profiles
      • No clicks? Increase bid, broaden targets, try new pitch
    © 2011 Women, Work & Community
  • Facebook
    • E x a m p l e s
    © 2011 Women, Work & Community
  • Twitter
    • Handles
    • & Hash Tags
    © 2011 Women, Work & Community
  • Twitter
    • Handle:
      • YOU!
      • @johndoe
      • http://twitter.com/johndoe
    • Hash Tag:
      • # before keywords
      • Creates and links to categories of Tweets
      • Shows up more easily in searches
      • Contributes to “trending topics”
    © 2011 Women, Work & Community
  • Twitter
    • Short & Sweet
      • 140 characters: news, deals, commentary
      • Tweets & Retweets
      • @Mentions, @Replies (& Messages – private)
    • Link to your website
      • Follow & Tweet buttons
    • Live Tweet events
    • Use FutureTweets to schedule ahead
    © 2011 Women, Work & Community
  • Twitter
    • Follow Connectors
      • Find industry colleagues on the cutting edge
      • and at the heart of your business sector
    • Use Lists
      • Manage information, message target followers
    • Search
      • Monitor mentions
      • Listen for leads
      • Respond in real time
      • Customer service & help desk communications
    © 2011 Women, Work & Community
  • Twitter
    • E x a m p l e s
    © 2011 Women, Work & Community
  • Blogging
    • What is it?
      • Journal, diary, news, resources, commentary
    • Standalone blog or part of website
      • Posts = pages
      • Improves search engine visibility
    • Best for:
      • Service businesses
      • Experts in your field
      • Products with stories and consumer cachet
    © 2011 Women, Work & Community
  • Blogging
    • Content
      • Personal perspective and EXPERTISE
      • Write well, write consistently (6 months minimum)
      • Storytelling, not sales speak
      • Compelling commentary, in-depth insight
      • #ed lists (10 Things About…) & how-to advice
    • Community
      • Read others’ blogs
      • Comment on current trends and events
      • Engage with your audience via comments
      • Include guest bloggers
    © 2011 Women, Work & Community
  • Blogging
    • Cash
      • Host advertising (on blog or website) – generates money, but may detract from your brand
      • Set goals for ROI (i.e. pay for domain/hosting;
      • $50-$100/month for average “professional” blog)
    • Commerce
      • Online sales of your (and others’) products
      • Set goals for e-commerce transactions and conversions to customers
    © 2011 Women, Work & Community
  • Blogging
    • E x a m p l e s
    © 2011 Women, Work & Community
  • Are You Out There? © 2011 Women, Work & Community
  • Can I Find You? © 2011 Women, Work & Community
  • Search Engine Optimization (SEO)
    • Have your own domain name
    • Pages and posts count most
    • Keywords
      • Analysis: Google Adwords Keyword Tool
      • Use best keywords in title, first sentence, and text
      • Use best keywords in meta-keywords tag, meta-description tag, and image-alt tags (HTML coding)
      • Refresh! Trends change and keywords wane.
    © 2011 Women, Work & Community
  • Search Engine Optimization (SEO)
    • External Links
      • Link to relevant outside sites
        • Info, people, images, news
      • Quality links, not just quantity
        • Traffic, links, trustworthy reputation
    • Your Links
      • Link among all your marketing communications
      • Offer further information and drive sales: opportunities for action ( “like,” “follow,” fillable form, email or phone, online booking or sales)
    © 2011 Women, Work & Community
  • Media-Rich Tools & Technology © 2011 Women, Work & Community
  • Media-Rich Tools & Technology
    • Video
      • YouTube: video “channels”
      • Webcam, handheld, digital camera, phone
    • Photos
      • Flickr, Photobucket, Shutterfly, Snapfish, etc.
    • QR Codes
      • “ Quick Response” barcodes linking to web URL
      • Customers snap photo to link to your site
      • QR code generators (free online tool)
    © 2011 Women, Work & Community
  • Media-Rich Tools & Technology
    • Phones
      • Video/camera, mobile internet capacity
      • Apps: Camera+, Instagram and Hipstamatic (filters),
      • Pano (panoramic), TinyWorld (funky sphere)
    • Internet
      • High-speed access, hardware, frequency of access
    • Evaluation Tools
      • Facebook Insight, Google Analytics
      • Track your traffic, measure market response
    © 2011 Women, Work & Community
  • Connecting to Traditional Marketing
    • Communication with Customers
      • Email, phone, in person, in print, new tools
    • Past Customers & Prospects
      • Data collection and management
    • Cross-Promotions
      • Weave social media into all marketing
    © 2011 Women, Work & Community
  • Input: Receptive Use © 2011 Women, Work & Community
  • Social Media Scenarios
    • Bangor Daily News article mentions your business.
    • Unhappy customer Tweets about their experience.
    • Past customer posts on Facebook about the weather (snow, heat, rain, whatever).
    • Current customer does something noteworthy.
    © 2011 Women, Work & Community
  • Output: Find Your Voice! © 2011 Women, Work & Community
  • Your Social Media Plan
    • Current marketing tools
    • Applications for social media
    • 3 next steps for new social media presence
    • Setting social media goals and evaluation measures…and meeting them!
    • Testing campaigns & changing as needed
    • Developing content and calendar
    © 2011 Women, Work & Community
  • Wrap Up
    • Top take-away from today?
    • Lingering questions?
    • Evaluations: Your input helps us improve!
    © 2011 Women, Work & Community
  • Thank You!
    • Erica Quin-Easter
    • Microenterprise Coordinator
    • [email_address]
    • (207) 764-0050
    © 2011 Women, Work & Community
  • Need More Help?
    • For further info or help with business planning and social media, contact your local business counselor at Women, Work & Community, Maine Small Business Development Center, or Maine Women’s Business Center at CEI:
    • http://womenworkandcommunity.org
    • http://www.mainesbdc.org/
    • http://www.wbcmaine.org/
    © 2011 Women, Work & Community