Social Media Marketing: UNF Entrepreneurship Class 9.28.11


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This presentation was shared with an undergraduate, senior level Entrepreneurship course at the University of North Florida. The topic was designed to cover social media marketing as a component of the marketing plan for small to medium sized businesses.

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Social Media Marketing: UNF Entrepreneurship Class 9.28.11

  1. 1. Social Media Marketing UNF Entrepreneurship Class September 28, 2011
  2. 2. Today’s Agenda <ul><li>Introduction </li></ul><ul><li>Why social media marketing? </li></ul><ul><li>The importance of having a plan </li></ul><ul><li>How to speak social, not just sell </li></ul><ul><li>Facebook </li></ul><ul><li>Linkedin </li></ul><ul><li>Twitter </li></ul><ul><li>Google+ </li></ul><ul><li>Foursquare </li></ul><ul><li>YouTube </li></ul>
  3. 3. @jessiet09
  4. 5. <ul><li>Over the past few years, the advertising industry has experienced a drastic transformation . As a result, marketers must refine their approach. </li></ul>This translates to maximizing the value of each individual customer.
  5. 6. <ul><li>To survive, businesses must take a strategic, innovative approach to the market. Sales-to-service conversion and retention have become the keys to creating maximum value. </li></ul><ul><li>Understanding and managing the complexities of this new market requires a strategic and comprehensive approach. </li></ul>
  6. 7. “ We don’t have a choice on whether we DO social media, the question is how well we DO it.” - Erik Qualman Founder of Socialnomics
  7. 8. Why the shift towards social media?
  8. 9. Consumers are increasingly resistant to cold, impersonal marketing messages.
  9. 10. 78% of consumers trust the advice of other consumers* *According to Nielsen’s “Trust in Advertising”
  10. 11. A 2009 study by Razorfish found that 65% of consumers report having a digital experience that positively or negatively changed their opinion about a brand. Of that group , 97% indicated that their digital experience influenced whether or not they eventually purchased the product from that brand. These conversations are taking place, with or without a business’ participation.
  11. 12. The ROI of social media is that your business will still exist and be relevant in five years
  12. 13. 4 Main Conversion Points <ul><li>Bring new business into a location (foot traffic) </li></ul><ul><li>Bringing new customers in for service (if applicable) </li></ul><ul><li>Keeping customers coming in for regular service </li></ul><ul><li>Selling to your customers when they’re ready to buy </li></ul>
  13. 14. Social Stats <ul><li>Facebook tops Google for weekly traffic in the U.S. </li></ul><ul><li>If Facebook were a country, it would be the third largest in the world </li></ul><ul><li>YouTube is the second largest search engine in the world (now owned by Google) </li></ul><ul><li>60 million status updates happen on Facebook daily </li></ul><ul><li>Faceboook users spend more than 700 Billion minutes per month on Facebook </li></ul><ul><li>Everything you do in social media is documented on Google. And those documentations affect your search engine optimization ranking in a positive way. </li></ul>
  14. 15. Facebook has more than 800 Million Active Users! Source:
  15. 16. 549,360 Active Facebook Users <ul><li>Estimated Reach </li></ul><ul><li>who live within 10 miles of Jacksonville, FL </li></ul><ul><li>between the ages of  16  and 64  inclusive </li></ul>Source:
  16. 17. “ The Internet is instant. Social media is instant. And you have to be ready to participate consistently, and in a meaningful way, if you want to win.” -Jeffrey Gitomer Author, Social Boom! How to Master Business Social Media
  17. 18. Specific ROI to measure <ul><li>Increase in lead generation </li></ul><ul><li>Increase in the percentage of internet leads making the decision to purchase </li></ul><ul><li>Increase in foot traffic </li></ul><ul><li>Positive branding </li></ul>
  18. 19. The Importance of Having a Plan <ul><li>Six or 12 month online marketing strategy plan </li></ul><ul><li>Gives you focus </li></ul><ul><li>Tangible objectives and milestones </li></ul><ul><li>Specific deadlines and timetables </li></ul><ul><li>A baseline to measure success </li></ul><ul><li>Gives management a clear view of the progression of the campaign </li></ul>
  19. 20. How to Speak Social, Not Just Sell <ul><li>It’s all about people </li></ul><ul><li>Be conversational, don’t yell at your customers </li></ul><ul><li>Speak with them, not at them </li></ul><ul><li>Position yourself as a resource </li></ul><ul><li>Share information </li></ul><ul><li>Build your reputation </li></ul><ul><li>Learn to listen </li></ul>
  20. 21. How to Speak Social, Not Just Sell <ul><li>Social networks encourage collaboration </li></ul><ul><li>People love giving their opinions, especially on negative experiences </li></ul><ul><li>Information gets passed around much faster </li></ul><ul><li>Social networks contain a lot of information about your customer </li></ul><ul><li>Understand your customers/community’s needs </li></ul>
  21. 22. How to Speak Social, Not Just Sell <ul><li>Say more with less </li></ul><ul><li>Limit yourself to one sentence, one thought </li></ul><ul><li>Social media is a pull system (Do not push) </li></ul><ul><li>Know your audience </li></ul><ul><li>Remember to bring value </li></ul>
  22. 23. A Few Content “no, no’s” <ul><li>Bathroom thoughts </li></ul><ul><li>Drunken inspirations </li></ul><ul><li>Angry retorts </li></ul><ul><li>Late night ramblings </li></ul><ul><li>If you’re having a bad day, avoid the “Send” Button </li></ul><ul><li>Politics </li></ul><ul><li>Controversial subjects </li></ul>
  23. 24. Facebook
  24. 28. Facebook <ul><li>Don’t overpost </li></ul><ul><li>Ideal times </li></ul><ul><li>Diversify your posts </li></ul><ul><li>Share with others </li></ul>
  25. 29. Linkedin
  26. 31. Linkedin <ul><li>Top 10 Strategies for a Successful Linkedin Experience: </li></ul>
  27. 32. Linkedin <ul><li>Complete your profile </li></ul>
  28. 33. Linkedin <ul><li>2. Write to be read </li></ul>
  29. 34. Linkedin <ul><li>3. An extension of your networking </li></ul>
  30. 35. Linkedin <ul><li>4. Follow-up is KEY </li></ul>
  31. 36. Linkedin <ul><li>5. Post relevant content </li></ul>
  32. 37. Linkedin <ul><li>6. Get involved in the conversation </li></ul>
  33. 38. Linkedin <ul><li>7. Position yourself as a thought leader </li></ul>
  34. 39. Linkedin <ul><li>8. Recommendations </li></ul>
  35. 40. Linkedin <ul><li>9. Respond to everyone who communicates with you </li></ul>
  36. 41. Linkedin <ul><li>10. Develop a strong personal brand </li></ul>
  37. 42. Twitter
  38. 45. Twitter <ul><li>140 characters or less </li></ul><ul><li>What to post </li></ul><ul><li> </li></ul><ul><li>Images </li></ul><ul><li>@mentions </li></ul><ul><li>#Hashtags </li></ul>
  39. 46. Google+
  40. 51. Google+ <ul><li>It’s all searchable content </li></ul><ul><li>Think of what you post in regards to SEO </li></ul><ul><li> </li></ul><ul><li>Circles </li></ul><ul><li>+1 – recommend content </li></ul>
  41. 52. Foursquare
  42. 53. <ul><li>Every location-based deal has to be at least as awesome as the Ben & Jerry’s special, which was 3 scoops of ice cream for $3, and the mayor gets an extra scoop for free. </li></ul>Source: “Beyond the Checkin: A Look at the Future of Location Based Services”
  43. 54. The Ben & Jerry’s Rule <ul><li>Everyone can participate in the deal </li></ul><ul><li>It’s a really valuable offer, the likes of which you won’t find anywhere else </li></ul><ul><li>Loyalty counts because there is still incentive to become the mayor </li></ul>Source: “Beyond the Checkin: A Look at the Future of Location Based Services”
  44. 55. YouTube <ul><li>Second largest search engine </li></ul><ul><li>Owned by Google </li></ul><ul><li>The power of video </li></ul><ul><li>Keywords are key </li></ul><ul><li>Marketing products </li></ul><ul><li>Addressing customer service issues </li></ul>
  45. 57. A few Social Media “no, no’s” <ul><li>Do not link your social media accounts </li></ul><ul><li>Do not post the same message on all of your social media accounts </li></ul><ul><li>Do not SPAM </li></ul><ul><li>Beware of games and apps that post to your account </li></ul><ul><li>Do not be negative </li></ul><ul><li>Keep your audience in mind </li></ul>
  46. 58. Questions?
  47. 59. Thank you! Thomas Marketing Consulting Jessica Thomas, Owner 904-651-7976 [email_address] Twitter: @jessiet09