Helping small businesses share what they know – online
Make Your Own Door TM
Using Social Media to Increase your visibilit...
Helping small businesses share what they know – online
Make Your Own Door TM
Flowtown.com
According to the 2010 Social Sho...
Helping small businesses share what they know – online
Make Your Own Door TM
Helping small businesses share what they know – online
Make Your Own Door TM
Today you will learn
• Social Media BEST prac...
Helping small businesses share what they know – online
Make Your Own Door TM
About Me
Karen Emanuelson
25+ years of market...
Helping small businesses share what they know – online
Make Your Own Door TM
BEST Practices
• Branding
• Etiquette
• Strat...
Helping small businesses share what they know – online
Make Your Own Door TM
What is Social Media?
People
Sharing and
Havi...
Helping small businesses share what they know – online
Make Your Own Door TM
What is Social Media?
• Connections
• Finding...
Helping small businesses share what they know – online
Make Your Own Door TM
What is Social Media?
User-Generated Content
...
Helping small businesses share what they know – online
Make Your Own Door TM
BEST Practices
• Branding
• Etiquette
• Strat...
Helping small businesses share what they know – online
Make Your Own Door TM
Branding = Recognition
Helping small businesses share what they know – online
Make Your Own Door TM
Branding = Recognition
Helping small businesses share what they know – online
Make Your Own Door TM
Branding
Consistent
• Logo
• Colors
• Message
Helping small businesses share what they know – online
Make Your Own Door TM
BEST Practices
• Branding
• Etiquette
• Strat...
Helping small businesses share what they know – online
Make Your Own Door TM
Social Media Philosophy
Reciprocate
Share Wha...
Helping small businesses share what they know – online
Make Your Own Door TM
Social Media Etiquette
Giving
NOT
Receiving
P...
Helping small businesses share what they know – online
Make Your Own Door TM
Social Media User Attitude
WIIFM?
What’s In I...
Helping small businesses share what they know – online
Make Your Own Door TM
WIIFM
Helping small businesses share what they know – online
Make Your Own Door TM
BEST Practices
• Branding
• Etiquette
• Strat...
Helping small businesses share what they know – online
Make Your Own Door TM
Social media networking
and internet marketin...
Helping small businesses share what they know – online
Make Your Own Door TM
Goals
What do you want to achieve?
Example Go...
Helping small businesses share what they know – online
Make Your Own Door TM
Objectives
Develop specific objectives for ea...
Helping small businesses share what they know – online
Make Your Own Door TM
Objectives
Develop specific objectives for ea...
Helping small businesses share what they know – online
Make Your Own Door TM
Identify Your Target Market
• Your Customer
•...
Helping small businesses share what they know – online
Make Your Own Door TM
What is your U S P ?
Unique
Selling
Propositi...
Helping small businesses share what they know – online
Make Your Own Door TM
Who Visits Social Media Sites?
Helping small businesses share what they know – online
Make Your Own Door TM
Most social media networks are “free”
“Free” ...
Helping small businesses share what they know – online
Make Your Own Door TM
How do you
Make Your Own Door
using social me...
Helping small businesses share what they know – online
Make Your Own Door TM
BEST Practices
• Branding
• Etiquette
• Strat...
Helping small businesses share what they know – online
Make Your Own Door TM
Tactics
Which social media platform
should yo...
Helping small businesses share what they know – online
Make Your Own Door TM
Four to Compare
• Professional, B2B
• Connect...
Helping small businesses share what they know – online
Make Your Own Door TM
Tactic Questions to Ask
• What (value) do I p...
Helping small businesses share what they know – online
Make Your Own Door TM
• 75+ million in 200+ countries
• 33+ million...
Helping small businesses share what they know – online
Make Your Own Door TM
• 24/7 Resume and Marketing Tool
• Customers
...
Helping small businesses share what they know – online
Make Your Own Door TM
Tips
• Complete all fields in your profile
• ...
Helping small businesses share what they know – online
Make Your Own Door TM
500 million people
• Older audience
• Adults ...
Helping small businesses share what they know – online
Make Your Own Door TM
• Younger audience
• May stop considering soc...
Helping small businesses share what they know – online
Make Your Own Door TM
Study published March 2010
• Emailed survey -...
Helping small businesses share what they know – online
Make Your Own Door TM
3 months later
resurveyed customers
1,067
res...
Helping small businesses share what they know – online
Make Your Own Door TM
The Results?
People who replied to both surve...
Helping small businesses share what they know – online
Make Your Own Door TM
The Numbers
283 (2.1%) of customers on Desser...
Helping small businesses share what they know – online
Make Your Own Door TM
The Final Analysis
A business Facebook page
m...
Helping small businesses share what they know – online
Make Your Own Door TM
Morpace Omnibus Report
Helping small businesses share what they know – online
Make Your Own Door TM
• 106 million registered users
• 300,000 new ...
Helping small businesses share what they know – online
Make Your Own Door TM
Why Tweet?
• Attract customers
• Retain custo...
Helping small businesses share what they know – online
Make Your Own Door TM
Helping small businesses share what they know – online
Make Your Own Door TM
You are 53 times more likely to get on
the fi...
Helping small businesses share what they know – online
Make Your Own Door TM
Video Ideas:
• Product demonstrations
• Befor...
Helping small businesses share what they know – online
Make Your Own Door TM
• 27-year-old with
11-year-old son
• Started ...
Helping small businesses share what they know – online
Make Your Own Door TM
18 YouTube Records including:
# 2 – Most Subs...
Helping small businesses share what they know – online
Make Your Own Door TM
What can
happen if you
Make Your
Own Door?
Helping small businesses share what they know – online
Make Your Own Door TM
How will you make your own door?
Helping small businesses share what they know – online
Make Your Own Door TM
Karen Emanuelson
www.ReciprocateLLC.com
Recip...
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Make Your Own Door | Social Media Marketing | Reciprocate

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Entrepreneurs: Learn to Make Your Own Door by using social media marketing for your small business. Learn the keys to creating a business strategy for implementing social media into your marketing plan.

Reciprocate | Share What You Know

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  • © 2006 Microsoft Corporation. All rights reserved.
    This presentation is for informational purposes only. Microsoft makes no warranties, express or implied, in this summary.
  • © 2006 Microsoft Corporation. All rights reserved.
    This presentation is for informational purposes only. Microsoft makes no warranties, express or implied, in this summary.
  • © 2006 Microsoft Corporation. All rights reserved.
    This presentation is for informational purposes only. Microsoft makes no warranties, express or implied, in this summary.
  • © 2006 Microsoft Corporation. All rights reserved.
    This presentation is for informational purposes only. Microsoft makes no warranties, express or implied, in this summary.
  • © 2006 Microsoft Corporation. All rights reserved.
    This presentation is for informational purposes only. Microsoft makes no warranties, express or implied, in this summary.
  • © 2006 Microsoft Corporation. All rights reserved.
    This presentation is for informational purposes only. Microsoft makes no warranties, express or implied, in this summary.
  • © 2006 Microsoft Corporation. All rights reserved.
    This presentation is for informational purposes only. Microsoft makes no warranties, express or implied, in this summary.
  • © 2006 Microsoft Corporation. All rights reserved.
    This presentation is for informational purposes only. Microsoft makes no warranties, express or implied, in this summary.
  • © 2006 Microsoft Corporation. All rights reserved.
    This presentation is for informational purposes only. Microsoft makes no warranties, express or implied, in this summary.
  • © 2006 Microsoft Corporation. All rights reserved.
    This presentation is for informational purposes only. Microsoft makes no warranties, express or implied, in this summary.
  • © 2006 Microsoft Corporation. All rights reserved.
    This presentation is for informational purposes only. Microsoft makes no warranties, express or implied, in this summary.
  • © 2006 Microsoft Corporation. All rights reserved.
    This presentation is for informational purposes only. Microsoft makes no warranties, express or implied, in this summary.
  • © 2006 Microsoft Corporation. All rights reserved.
    This presentation is for informational purposes only. Microsoft makes no warranties, express or implied, in this summary.
  • © 2006 Microsoft Corporation. All rights reserved.
    This presentation is for informational purposes only. Microsoft makes no warranties, express or implied, in this summary.
  • © 2006 Microsoft Corporation. All rights reserved.
    This presentation is for informational purposes only. Microsoft makes no warranties, express or implied, in this summary.
  • © 2006 Microsoft Corporation. All rights reserved.
    This presentation is for informational purposes only. Microsoft makes no warranties, express or implied, in this summary.
  • © 2006 Microsoft Corporation. All rights reserved.
    This presentation is for informational purposes only. Microsoft makes no warranties, express or implied, in this summary.
  • © 2006 Microsoft Corporation. All rights reserved.
    This presentation is for informational purposes only. Microsoft makes no warranties, express or implied, in this summary.
  • © 2006 Microsoft Corporation. All rights reserved.
    This presentation is for informational purposes only. Microsoft makes no warranties, express or implied, in this summary.
  • © 2006 Microsoft Corporation. All rights reserved.
    This presentation is for informational purposes only. Microsoft makes no warranties, express or implied, in this summary.
  • © 2006 Microsoft Corporation. All rights reserved.
    This presentation is for informational purposes only. Microsoft makes no warranties, express or implied, in this summary.
  • © 2006 Microsoft Corporation. All rights reserved.
    This presentation is for informational purposes only. Microsoft makes no warranties, express or implied, in this summary.
  • © 2006 Microsoft Corporation. All rights reserved.
    This presentation is for informational purposes only. Microsoft makes no warranties, express or implied, in this summary.
  • © 2006 Microsoft Corporation. All rights reserved.
    This presentation is for informational purposes only. Microsoft makes no warranties, express or implied, in this summary.
  • © 2006 Microsoft Corporation. All rights reserved.
    This presentation is for informational purposes only. Microsoft makes no warranties, express or implied, in this summary.
  • © 2006 Microsoft Corporation. All rights reserved.
    This presentation is for informational purposes only. Microsoft makes no warranties, express or implied, in this summary.
  • © 2006 Microsoft Corporation. All rights reserved.
    This presentation is for informational purposes only. Microsoft makes no warranties, express or implied, in this summary.
  • © 2006 Microsoft Corporation. All rights reserved.
    This presentation is for informational purposes only. Microsoft makes no warranties, express or implied, in this summary.
  • © 2006 Microsoft Corporation. All rights reserved.
    This presentation is for informational purposes only. Microsoft makes no warranties, express or implied, in this summary.
  • © 2006 Microsoft Corporation. All rights reserved.
    This presentation is for informational purposes only. Microsoft makes no warranties, express or implied, in this summary.
  • © 2006 Microsoft Corporation. All rights reserved.
    This presentation is for informational purposes only. Microsoft makes no warranties, express or implied, in this summary.
  • © 2006 Microsoft Corporation. All rights reserved.
    This presentation is for informational purposes only. Microsoft makes no warranties, express or implied, in this summary.
  • © 2006 Microsoft Corporation. All rights reserved.
    This presentation is for informational purposes only. Microsoft makes no warranties, express or implied, in this summary.
  • © 2006 Microsoft Corporation. All rights reserved.
    This presentation is for informational purposes only. Microsoft makes no warranties, express or implied, in this summary.
  • © 2006 Microsoft Corporation. All rights reserved.
    This presentation is for informational purposes only. Microsoft makes no warranties, express or implied, in this summary.
  • © 2006 Microsoft Corporation. All rights reserved.
    This presentation is for informational purposes only. Microsoft makes no warranties, express or implied, in this summary.
  • © 2006 Microsoft Corporation. All rights reserved.
    This presentation is for informational purposes only. Microsoft makes no warranties, express or implied, in this summary.
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  • Make Your Own Door | Social Media Marketing | Reciprocate

    1. Helping small businesses share what they know – online Make Your Own Door TM Using Social Media to Increase your visibility online Karen Emanuelson
    2. Helping small businesses share what they know – online Make Your Own Door TM Flowtown.com According to the 2010 Social Shopping Study, 50 % conduct research online for at least half of the purchases made
    3. Helping small businesses share what they know – online Make Your Own Door TM
    4. Helping small businesses share what they know – online Make Your Own Door TM Today you will learn • Social Media BEST practices for small business • How to Make Your Own Door by creating your own opportunities
    5. Helping small businesses share what they know – online Make Your Own Door TM About Me Karen Emanuelson 25+ years of marketing experience Owner of Reciprocate LLC a marketing and social media consulting firm helping small businesses learn to market their products and services -- online
    6. Helping small businesses share what they know – online Make Your Own Door TM BEST Practices • Branding • Etiquette • Strategy • Tactics
    7. Helping small businesses share what they know – online Make Your Own Door TM What is Social Media? People Sharing and Having Conversations Online
    8. Helping small businesses share what they know – online Make Your Own Door TM What is Social Media? • Connections • Finding others who have similar likes, hobbies, histories, and goals • Building communities of like-minded people • Conversations • Two-way conversations • Think of it as a party • Chameleon • Different networks have different styles • Constantly changing
    9. Helping small businesses share what they know – online Make Your Own Door TM What is Social Media? User-Generated Content • Blogs – WordPress, Blogger • Video – YouTube, Vimeo • Photos – flickr, Picasa Networking & Sharing Sites • LinkedIn • Facebook • Twitter
    10. Helping small businesses share what they know – online Make Your Own Door TM BEST Practices • Branding • Etiquette • Strategy • Tactics
    11. Helping small businesses share what they know – online Make Your Own Door TM Branding = Recognition
    12. Helping small businesses share what they know – online Make Your Own Door TM Branding = Recognition
    13. Helping small businesses share what they know – online Make Your Own Door TM Branding Consistent • Logo • Colors • Message
    14. Helping small businesses share what they know – online Make Your Own Door TM BEST Practices • Branding • Etiquette • Strategy • Tactics
    15. Helping small businesses share what they know – online Make Your Own Door TM Social Media Philosophy Reciprocate Share What You Know
    16. Helping small businesses share what they know – online Make Your Own Door TM Social Media Etiquette Giving NOT Receiving Providing Information NOT Selling
    17. Helping small businesses share what they know – online Make Your Own Door TM Social Media User Attitude WIIFM? What’s In It For Me? You need to add value
    18. Helping small businesses share what they know – online Make Your Own Door TM WIIFM
    19. Helping small businesses share what they know – online Make Your Own Door TM BEST Practices • Branding • Etiquette • Strategy • Tactics
    20. Helping small businesses share what they know – online Make Your Own Door TM Social media networking and internet marketing are a means to an end, not an end themselves
    21. Helping small businesses share what they know – online Make Your Own Door TM Goals What do you want to achieve? Example Goals: • Increase brand awareness • Improve Search Engine rankings • Increase number of visitors to website • Increase sales
    22. Helping small businesses share what they know – online Make Your Own Door TM Objectives Develop specific objectives for each goal Objectives should be S.M.A.R.T. • Specific • Measurable • Achievable • Reasonable • Timetable
    23. Helping small businesses share what they know – online Make Your Own Door TM Objectives Develop specific objectives for each goal Example Objectives: • Increase sales by 25% by 2012 • Increase traffic to website by 50% in 6 months Objectives should not be • 1,000 Facebook fans or • 2,000 Twitter followers
    24. Helping small businesses share what they know – online Make Your Own Door TM Identify Your Target Market • Your Customer • Business to Business (B2B) or Business to Consumer (B2C)? • Demographics • Age • Education • Computer savvy • Which social media networks or online services does my target audience use? • Where does my customer “hang out?”
    25. Helping small businesses share what they know – online Make Your Own Door TM What is your U S P ? Unique Selling Proposition Why should customers buy from you?
    26. Helping small businesses share what they know – online Make Your Own Door TM Who Visits Social Media Sites?
    27. Helping small businesses share what they know – online Make Your Own Door TM Most social media networks are “free” “Free” comes at a cost • Time • Initial research • Setting up profiles • Ongoing updates • Effort • Creative, informational updates • Commitment • Ongoing, not one time
    28. Helping small businesses share what they know – online Make Your Own Door TM How do you Make Your Own Door using social media?
    29. Helping small businesses share what they know – online Make Your Own Door TM BEST Practices • Branding • Etiquette • Strategy • Tactics
    30. Helping small businesses share what they know – online Make Your Own Door TM Tactics Which social media platform should you be using?
    31. Helping small businesses share what they know – online Make Your Own Door TM Four to Compare • Professional, B2B • Connect to known individuals • Update status – strictly business • Participate in group discussions, answer questions, demonstrate knowledge & “thought leadership” • Casual, some B2C • Add Friends; “Like” businesses • Write on own wall or someone else’s include personal activities & hobbies • Conversational • Casual, 140 characters, B2B and B2C • Follow not-personally-known individuals • Send “Tweets” as broadcasts • Can send Direct Messages • Good platform for sharing links & “listening” • Casual, some B2C • Can subscribe to “channels” • Can “like,” comment & share videos • #2 search engine after Google
    32. Helping small businesses share what they know – online Make Your Own Door TM Tactic Questions to Ask • What (value) do I plan to share? • Knowledge • Timely industry tips • Tutorials • Discounts • Which platform lends itself best to my plan? • How does this differ from the competition?
    33. Helping small businesses share what they know – online Make Your Own Door TM • 75+ million in 200+ countries • 33+ million in United States • A new member joins LinkedIn every second • Executives from all Fortune 500 companies • Average age 43 • 54% male/46% female • Average household income $107,278 • 77.6% College/Post Graduate
    34. Helping small businesses share what they know – online Make Your Own Door TM • 24/7 Resume and Marketing Tool • Customers • Prospective customers • Business partners • Online Rolodex • Email access
    35. Helping small businesses share what they know – online Make Your Own Door TM Tips • Complete all fields in your profile • Use keywords • Customize your URL • Create a company profile • Add products and services • Join Groups • Share what you know / provide value • No spamming or hard selling
    36. Helping small businesses share what they know – online Make Your Own Door TM 500 million people • Older audience • Adults = bulk of growth in 2009 and 2010 • Reconnect with people from their past • Learn about children and grandchildren
    37. Helping small businesses share what they know – online Make Your Own Door TM • Younger audience • May stop considering social networks cool when parents and grandparents join • Teens and millennials entering the work force • May want to disassociate themselves from past immaturities
    38. Helping small businesses share what they know – online Make Your Own Door TM Study published March 2010 • Emailed survey - 13,270 customers 689 people responded 5.2% • Launched the Facebook page and invited everyone on the mailing list to become a fan
    39. Helping small businesses share what they know – online Make Your Own Door TM 3 months later resurveyed customers 1,067 responses (8%)
    40. Helping small businesses share what they know – online Make Your Own Door TM The Results? People who replied to both surveys & become Facebook fans ended up being best customers • Spent about the same per visit • Visited 20% more often than non-fans • Most likely to recommend Dessert Gallery to friends
    41. Helping small businesses share what they know – online Make Your Own Door TM The Numbers 283 (2.1%) of customers on Dessert Gallery’s email list became fans within 3 months
    42. Helping small businesses share what they know – online Make Your Own Door TM The Final Analysis A business Facebook page may not have astronomical numbers but fans can be your best customers
    43. Helping small businesses share what they know – online Make Your Own Door TM Morpace Omnibus Report
    44. Helping small businesses share what they know – online Make Your Own Door TM • 106 million registered users • 300,000 new users sign up per day • Approximately 60% from outside the U.S • 600 million search queries on Twitter each day • More than 100,000 Twitter applications • 37% of active Twitter users use their phone to tweet • Just under 2 billion tweets per month
    45. Helping small businesses share what they know – online Make Your Own Door TM Why Tweet? • Attract customers • Retain customers • Make contacts • Increase brand awareness • Research/Education • Ideas • Your Competition • Listen
    46. Helping small businesses share what they know – online Make Your Own Door TM
    47. Helping small businesses share what they know – online Make Your Own Door TM You are 53 times more likely to get on the first page of Google's search results if you have video on your page http://blogs.forrester.com/interactive_marketing/2009/01/the-easiest-way.html
    48. Helping small businesses share what they know – online Make Your Own Door TM Video Ideas: • Product demonstrations • Before and after • Products in use • Provide information • Tutorials
    49. Helping small businesses share what they know – online Make Your Own Door TM • 27-year-old with 11-year-old son • Started selling makeup on eBay • Created tutorial channel on YouTube
    50. Helping small businesses share what they know – online Make Your Own Door TM 18 YouTube Records including: # 2 – Most Subscribed (All Time ) United Kingdom # 1 – Most Subscribed (All Time) Gurus – United Kingdom # 2 – Most Subscribed (All Time) – Partners – United Kingdom #74 – Most Subscribed (All Time) # 6 – Most Subscribed (All Time)- Gurus #26 – Most Viewed (All Time) United Kingdom # 2 – Most Viewed (All Time) Gurus – United Kingdom
    51. Helping small businesses share what they know – online Make Your Own Door TM What can happen if you Make Your Own Door?
    52. Helping small businesses share what they know – online Make Your Own Door TM How will you make your own door?
    53. Helping small businesses share what they know – online Make Your Own Door TM Karen Emanuelson www.ReciprocateLLC.com Reciprocate. Share What You Know

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