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Social Media Marketing for Businesses

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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.

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  • 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
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  • 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
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  • 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
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  • 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
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  • 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

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