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

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