Social Media Marketing for Businesses

  • 2,691 views
Uploaded on

This presentation provides useful information to small and mediium-sized businesses on how to use social media to market their products and services. we start with how to create a strategy and then …

This presentation provides useful information to small and mediium-sized businesses on how to use social media to market their products and services. we start with how to create a strategy and then how to get started setting up Facebook page, Twitter profile, Linkedin personal profile, LinkedIn Company page, Pinterest page and Pinterest boards for business, YouTube channel and a blog.

More in: Technology
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
    Be the first to like this
No Downloads

Views

Total Views
2,691
On Slideshare
0
From Embeds
0
Number of Embeds
1

Actions

Shares
Downloads
8
Comments
0
Likes
0

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. 2012  
  • 2. 2
  • 3. Topics   — Defini*on  of  Social  Media   — Why  Use  it?   — Social  Media  Plan   — We’ll  cover   •  Facebook   •  TwiCer   •  LinkedIn   •  Pinterest   •  Blogs   •  YouTube  3
  • 4. Defini*on   — Social  media  is  primarily  web  and  mobile-­‐ based  tools  for  sharing  and  discussing   informa*on  among  human  beings.   — We’ll  cover  Facebook,  TwiCer,  LinkedIn,   Pinterest,  Blogs  and  YouTube.  4
  • 5. Why use it?5
  • 6. It’s  the  new  SEO   —  Social  Media  Op*miza*on  (SMO)  is  the  new  SEO,  or   rather  two  halves  of  a  whole.   —  SMO  is  the  distribu*on  of  social  objects  (videos,  blog   posts,  tweets,  Facebook  updates)  so  that  they’re   op*mized  to  rise  to  the  top  of  any  related  search   query,  where  and  when  it  is  performed.     —  We  will  cover  op*miza*on  –  page  *tles,  descrip*ons   and  tags.   —  SEO  +  SMO  =  Amplified  findability  in  the  tradi*onal   and  social  web.    6
  • 7. It’s  Huge   —  Facebook:  1,000,000,000  ac*ve  users     —  TwiCer:  175,000,000  ac*ve  users   —  LinkedIn:    150,000,000  registered  users   —  Pinterest:    8,000,000  ac*ve  users   —  Blogs:  346,000,000  people  read  blogs  every  day   —  YouTube:  800,000,000  unique  visitors  last  month  7
  • 8. It’s  Effec*ve   8
  • 9. It’s  Growing     —  Social  media  adop*on  among  U.S.  small  businesses   doubled  in  the  past  year  from  12%  to  24%   —  61%  of  small  business  owners  use  social  media  to  iden*fy   and  aCract  new  customers.   —  75%  surveyed  have  a  company  page  on  a  social  networking   site.   —  45%  expect  social  media  to  be  profitable  in  the  next  12   months.   According  to  survey  conducted  by  University  of  Marylands  Smith  School  of  Business  with  Network  Solu>ons  9
  • 10. It’s  Real-­‐Time   —  Reveal  the  human  side  of  a  company,  give  it  personality   —  Provide  useful  informa*on  that  people  won’t  get   elsewhere  (or  at  least  not  as  quickly)   —  Respond  to  comments,  complaints,  requests  real-­‐*me   —  Have  a  plagorm  for  announcing  news,  promo*ons,   events   —  Generate  new  business  leads  10
  • 11. What’s  the  ROI?   —  Tapping  into  the  latest  research,  Imbue  Marke*ng  has   taken  a  closer  look  at  the  value  of  social  following     —  Results  published  March,  2012  11
  • 12. 12
  • 13. ‹#› 13
  • 14. Gehng  Started  -­‐  Social  Media  Plan   —  Define  the  goals  for  social  media   —  increasing  sales,  brand  awareness  /  engagement  or  simply   more  people  who  “like”  or  “follow”  your  business   —  Create  your  plan  –  align  with  marke*ng  calendar   —  Iden*fy  the  most  important  keywords  for  your  business.     Use  these  consistently  in  all  posts,  tweets,  updates.       —  Set-­‐up  your  profiles  and  pages  and  start  pos*ng   —  Ensure  you  have  a  consistent  design/branding  across  all   plagorms   —  Measure  and  adjust  –  traffic,  comments,  leads,  etc.  14
  • 15. Facebook   —  Founded  in  2004,  but  since  2006  open  to  anyone  over   age  13  with  an  email  address   —  Originally  for  personal  connec*ons,  but  now  brands  in   the  game  too  15
  • 16. Why  Use  Facebook   —  Increase  visibility   —  Connect  with  customers     —  Increase  engagement   —  Promote  your  brand   —  Create  a  community   —  Promote  and  manage  events   —  Give  back  to  loyal  customers  through  special  offers  and   discounts  16
  • 17. How  to  build  up  your  fan  base?   —  Hold  contests/sweepstakes/giveaways/refer-­‐a-­‐friend   —  Put  a  link  to  your  Facebook  page  on  your  website   —  Include  Facebook  link  on  all  materials  that  reach  target   market  (business  card,  emails,  flyers,  etc.)   —  Leverage  your  email  list   —  Build  community/engagement  and  it  will  grow  organically   —  Join  relevant  groups     —  Run  Facebook  Ads  17
  • 18. Facebook  -­‐  Gehng  Started  18
  • 19. Facebook  -­‐  Gehng  Started  19
  • 20. 20
  • 21. 21
  • 22. 22
  • 23. 23
  • 24. 24
  • 25. ‹#› 25
  • 26. ‹#› 26
  • 27. TwiCer   —  Microblogging  site  that  enables  users  to  send  and  read   other  users’  updates  (known  as  tweets)   —  Text  based  posts   —  160  characters  total   —  20  for  username,  140  for  message  text   —  Updates  appear  on  the  user’s  profile  page  and  are   delivered  to  other  users  who  have  signed  up  to  receive   them  (followers)  27
  • 28. TwiCer   —  An  informa*onal  tool  –  provides  informa*on  to  others   —  A  conversa*onal  tool  –  respond  to  other  people’s  tweets   and  engage  in  dialogue   —  Great  way  to  network  and  communicate  with  new  and   old  contacts   —  You  choose  the  message,  not  the  recipient  28
  • 29. TwiCer  -­‐  Defini*ons   —  Tweet  -­‐  When  you  hit  send  on  your  140  characters  on  twiCer  it’s  called  a  tweet  or  twee*ng   —   Handle  –  your  TwiCer  name  @GibbonsDigital  –  balance  short  with  descrip*ve.       —  Follow  –  this  is  simply  the  act  of  adding  someone  to  your  list  of  people  you  are  following  –  this   makes  their  tweets  show  up  on  your  homepage.     —  Replies  –  this  is  what  it  is  called  when  someone  writes  a  tweet  directly  at  your  handle  -­‐   @GibbonsDigital  cool  post  today  blah  blah  –  this  is  oqen  an  invite  to  engage  with  a  follower.     —  Retweet  –  this  is  a  tac*c  of  republishing  someone  else’s  tweet  –  the  original  tweet  along  with   author  stays  in  tact,  but  you  are  basically  showing  someone’s  tweet  to  your  followers  –  many   people  find  this  a  great  way  to  add  content  and  acknowledge  good  stuff  from  the  folks  they   follow     —  DM  –  this  is  a  message  that  is  sent  directly  to  another  user.  They  must  be  following  you  for   you  to  DM  them,  but  this  is  a  very  useful  tool  for  private  messages  and  generally  a  good   choice  when  you  start  going  back  and  forth  with  someone  on  something  your  en*re  base  of   followers  might  not  find  interes*ng.     —  Hashtag  –  this  is  a  way  people  categorize  tweets  so  that  others  might  use  the  same  tag  and   effec*vely  create  a  way  for  people  to  view  related  tweets  –  it  will  something  like  #marke*ng  –   more  on  this  in  search.  29
  • 30. Anatomy  of  a  Tweet  30
  • 31. TwiCer  -­‐  Gehng  Started   —  www.twiCer.com   —  Set-­‐up  profile   —  Add  branding  (logo,  custom  page)   —  Search  for  relevant  people,  follow  them   —  Start  twee*ng   —  Tweet  7  –  10  *mes  per  day  for  maximum  visibility   —  Retweet,  tweet  about  products,  tweet  relevant  news   ar*cles  31
  • 32. How  to  build  up  number  of  followers   —  Tools  that  will  automa*cally  follow  TwiCer  users  -­‐   Tweetspinner,  TwiCer  Adder.    Most  people  you  follow   will  follow  you  back.   —  Add  TwiCer  link  to  your  website  homepage   —  Include  TwiCer  icon  on  ALL  materials  that  reach  your   target  market  32
  • 33. 33
  • 34. 34
  • 35. 35
  • 36. 36
  • 37. 37
  • 38. LinkedIn  —  The  world’s  largest  professional  network  with  over  175   million  registered  members  and  growing  rapidly.    —  Connects  you  to  your  trusted  contacts  and  helps  you   exchange  knowledge,  ideas,  and  opportuni*es  with  a   broader  network  of  professionals.  —  hCp://www.youtube.com/watch?v=ZVlUwwgOfKw  
  • 39. 40
  • 40. 41
  • 41. Groups  —  Quickly  discover  the  most  popular  discussions  in  your  professional   groups.  —  Have  an  ac*ve  part  in  determining  the  top  discussions  by  liking  and   commen*ng.  —  Follow  the  most  influen*al  people  in  your  groups  by  checking  the   Top  Influencers  board  or  clicking  their  profile  image  to  see  all  their   group  ac*vity.  —  See  both  member-­‐generated  discussions  and  news  in  one  sehng.  —  Easily  browse  previews  of  the  last  three  comments  in  a  discussion.  —  Find  interes*ng  discussions  by  seeing  who  liked  a  discussion  and   how  many  people  commented.   43
  • 42. Groups  —  Click  on  Groups  Directory,  search  for  your  industry  or  a  career  keyword,   and  find  a  group  that  fits  your  interest.  —  Once  you’ve  been  accepted  to  the  group  you  can  share  relevant  content  by   star*ng  a  discussion  or  pos*ng  a  link  in  the  share  box.  —  Sharing  consistently  is  a  good  way  to  quickly  iden*fy  yourself  as  an  expert   in  your  field  or  industry.  —  Click  on  your  photo  to  see  your  updates  as  well  as  what’s  changed  in  the   discussions  you’ve  started,  joined  or  followed.    —  Good  way  to  keep  track  of  discussions  most  important  to  you  and  your   career.  —  Aqer  sharing,  check  out  the  newest  discussions  in  the  slide  show  below,   and  cast  your  vote  by  liking  or  commen*ng.  —  Under  each  discussion  you’ll  see  the  last  3  members  who  have   commented,  click  on  the  headline  to  see  all  comments.  
  • 43. Company  Pages  —  Central  hub  where  millions  of  LinkedIn  members  can  go  to   keep  in  the  loop  on  company  news,  products  and  services,   business  opportuni*es,  and  job  openings.  —  Also  perfect  place  to  start  conversa*on  with  your  customers,   prospec*ve  clients,  job  seekers,  post  company  updates.  —  Post  industry  ar*cles  and  fun  facts.  —  These  updates  appear  on    your  company  page  and  also  the   pages  of  your  followers.  —  Have  followers  Like  your  post  so  it  goes  viral.  —  Analy*cs  pages  to  see  ac*vity  on  the  page.   45
  • 44. 46
  • 45. 47
  • 46. What  is  it?   —  Pinterest  is  a  “virtual  pinboard”  that  lets  people   share  anything  and  any  topic  on  the  web  that   they  find  interes*ng  and  beau*ful  –  e.g.,  pictures,   quotes,  recipes,  etc.     —  Conceptually  similar  to  social  bookmarking  sites.   —  Content  is  organized  in  “Boards”  and  organized  in   categories.     —  Each  piece  of  content  is  called  a  “Pin”   48
  • 47. Examples  of  Pins  49
  • 48. Pinterest  is  one  of  the  largest  social  media  networks  on  the  web.  The  network  saw  +4377%  growth  between  May  2011  and  May  2012.  50
  • 49. TechCrunch, 201251
  • 50. Mashable, 2012 53
  • 51. Gehng  Started   54
  • 52. Add  Pinterest  Icon  to  your  website  hCp://pinterest.com/about/goodies/   55
  • 53. 56
  • 54. Strategies  for  Pinning  —  Build  your  brand  out,  share  interes*ng  and  relevant   content,  create  engagement  —  Add  products  with  prices  to  drive  awareness    —  Service  businesses  can  create  pos*ngs  with  infographics   that  contains  useful  informa*on  or  a  graphic  with  a  quote  —  Post  videos  (hosted  on  YouTube)  —  Add  links  to  your  pins’  descrip*ons  giving  your  business   the  benefit  of  your  links  carrying  over  with  your  pins   when  users  re-­‐pin  them   57
  • 55. 58
  • 56. hCp://woobox.com/pinterest   59
  • 57. ‹#› 60
  • 58. Blogs   —  Blog  =  ‘web  log’   —  An  online  diary  or  journal   —  Anybody  can  be  a  content  generator  and  an  expert  in   their  field   —  Can  be  setup  within  minutes  online  using  WordPress  61
  • 59. Blog  Content   —  Answer  industry  ques*ons   —  Comment  on  industry  news   —  Provide  how-­‐to  based  content   —  Encourage  readers  to  comment   —  Post  consistently  –  3  to  5  *mes  per  week  62
  • 60. Blogs  –  Gehng  Started   —  Install  WordPress   —  Design  –  use  Theme  or  designer  for  custom  look   —  Configure  content  categories   —  Develop  library  of  content   —  Post  on  a  scheduled  basis  –  3  to  5  *mes  per  week  63
  • 61. 64
  • 62. 65
  • 63. 66
  • 64. 67
  • 65. 68
  • 66. 69
  • 67. YouTube   —  YouTube  is  a  video  sharing  website  on  which  users  can   upload  and  share  videos  70
  • 68. Why  use  YouTube   —  Powerful,  on-­‐demand  communica*on  channel   —  Market  your  business  to  millions  of  people  at  virtually  no   cost   —  Build  more  personal  rela*onships  with  your  current  client   base   —  Inform,  Educate,  Entertain   —  Good  content,  plan  ahead,  don’t  blatantly  market,  keep  it   short   —  Curate  exis*ng  videos  if  you  don’t  have  your  own  71
  • 69. YouTube  -­‐  Gehng  Started   —  www.youtube.com   —  Set-­‐up  account,  link  to  Google  account   —  Customize  your  channel  (logo,  colors,  etc.)   —  Post  your  own  videos  –  short,  1-­‐2  minutes  only   —  Subscribe  to  other  channels   —  Share  videos  72
  • 70. 73
  • 71. 74
  • 72. 75
  • 73. 76
  • 74. YouTube  -­‐  Examples   —  hCp://www.youtube.com/watch? v=_PHnRIn74Ag&feature=player_embedded   —  hCp://www.youtube.com/watch?v=eTog_wApYMc   —  hCp://www.youtube.com/watch?v=u9prcUCHlqM  77
  • 75. Demographics  78
  • 76. ‹#› 79
  • 77. Demographics  -­‐  Facebook  —  86%  of  Facebook  users  are  age  25  and  older  —  81%  have  some  college  educa*on  or  bachelors/graduate   degree  —  58%  earn  $50,000  or  more   80
  • 78. ‹#› 81
  • 79. Demographics  -­‐  TwiCer  —  81%  of  people  on  TwiCer  are  age  25  and  older  —  83%  have  some  college  educa*on  or  bachelors/graduate     degree  —  47%  earn  $50,000  or  more   82
  • 80. ‹#› 83
  • 81. Demographics  -­‐  LinkedIn  —  96%  of  people  on  LinkedIn  are  age  25  and  older  —  87%  have  some  college  educa*on  or  bachelors/graduate     degree  —  71%  earn  $50,000  or  more   84
  • 82. Thank  You!   Bridget  Gibbons   bridget@gibbonsdigital.com   Gibbonsdigital.com   @gibbonsdigital   }.com/gibbonsdigital  85