Social Media for New Businesses

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A brief overview of how new small business owners integrate social media into their efforts. The presentation advocates putting total emphasis on facilitating and encouraging the business-customer relationship.

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  • The majority of biz does a half-assed job of social media. Don't be them.If you do it well, you WILL have a competitive advantage.This will be a radical presentation.
  • Replace the phrase "social media" and replace with "your customers"
  • They talk. They share. They love. They hate.(soap opera)
  • What I’m talking about is a customer-focused business.
  • If so, social media needs to be at the center of your business.If not, ask yourself why not.
  • Half-assed businesses just slap up a Facebook page, pipe in their blog, and call it good.They don't succeed.
  • Now, let’s get on to the basics…
  • The enso, in zenbuddhism, it represents the state of the free mind, free to create. Also symbolizes enlightenment, which we will use today.
  • Remember, customers and your relationship with them is at the center of your business. Social media involves how you’ll interact with them.So don’t think of social media as a CHANNEL or a LAYER of your marketing plan. Build your entire marketing plan around it.
  • Outposts are digital embassies. You’re out there, meeting customers on their terms.You’re adding value, not wasting time.
  • Look, Listen, and Learn.
  • Look, Listen, and Learn.
  • Integration of social media intoyour business process at all levels is the key to success.Allows you to leverage the passion, networks, and enthusiasm of your customers.Eliminates the “chore” mentality of social media.Requires planning and execution.
  • It’s ok starting out to have one person doing all of your social media.It’s ok a year from now to have one person doing your social media.Businesses are finding that to WIN, they need social media to be 1% of 100 people’s job, instead of 100% of 1 person’s job.
  • An excellent website that features their products.Informative blog that adds informational value.Facebook presence that adds value AND regularly (and creatively) solicits feedback on product offerings.Email newsletter or listserv that showcases each of the above so that the entire community – each month – can understand how it can engage.
  • Optimize online presences for Local SearchExploit all Google and Bing productsBuild out appropriate review sites like Trip Advisor, YelpLink loyalty with rewardsIf FacebookFanpage gets to xxx by xxx, we all save!Link a menu item to the community.Facebook Friday: That day’s special is decided on or voted on by Facebook FansAdd ValueA blog with cooking tipsIf you are a hardware store, educate your customers on how to fix things
  • Optimize online presences for Local SearchExploit all Google and Bing productsBuild out appropriate review sites like Trip Advisor, YelpLink loyalty with rewardsIf FacebookFanpage gets to xxx by xxx, we all save!Link a menu item to the community.Facebook Friday: That day’s special is decided on or voted on by Facebook FansAdd ValueA blog with cooking tipsIf you are a hardware store, educate your customers on how to fix things
  • Social Media for New Businesses

    1. 1. ZenAnd the Art of Social Media<br />
    2. 2. Before we begin…<br />
    3. 3. How should you thinkabout social media?<br />
    4. 4. Now…how should you thinkabout your customers?<br />
    5. 5. Transactions$$$ signsThings to conquer<br />
    6. 6. Customers are people.<br />
    7. 7. You should have deep and meaningful relationships with your customers.<br />
    8. 8. Are customers at the center of your business?<br />
    9. 9. This is important:Businesses that don’t get it don’t win.<br />
    10. 10. Customer-focused businesses value relationships,use the hell out of social media, and win.<br />
    11. 11. Social media is aset of digital tools that helps you find, develop, and deepen relationships with customers.<br />
    12. 12.
    13. 13. Social media is not a set of digital tools that helps you find, develop, and deepen relationships with customers.<br />
    14. 14. Social media is a way of being.<br />
    15. 15. There are some toolsto help you be…<br />
    16. 16. Make Your Website Your Hub<br />Your Brand<br />Your Narrative<br />Your Store<br />Your Home<br />WEBSITE/BLOG<br />
    17. 17. Now Add the Spokes<br />Facebook<br />Twitter<br />Spokes are outposts.<br />Outposts are neighborhoods.<br />Neighborhoods are different.<br />WEBSITE<br />Media<br />Special Event<br />YouTube<br />Email<br />
    18. 18. Which Outposts Are For Me?<br />Facebook<br />Twitter<br />Research your competitors. <br />Research your customers.<br />Where can you add the most value?<br />Where can you get the best ROI?<br />WEBSITE<br />Yelp<br />Special Event<br />YouTube<br />Email<br />
    19. 19. Which Outposts Are For Me?<br />Facebook<br />Twitter<br />Facebooksharing & community<br />Twitteralerts, specials, customer service<br />Emailappeals & action<br />YouTubestorytelling<br />WEBSITE<br />Yelp<br />Special Event<br />YouTube<br />Email<br />
    20. 20. Integration Leads to Enlightenment. <br />
    21. 21. Let’s Talk Execution<br />Listen<br />Set up Google alerts for your business, customers, topics.<br />Go to search.twitter.com and see what people are saying about you, or topics of interest to your business.<br />Read blogs/sites of competitors.<br />Plan<br />Understand the people, goals, and measurements that you will work with.<br />
    22. 22. Enlightenment involves empowerment.<br />
    23. 23. Use Hootsuite to manage the effort.<br />
    24. 24. Case Study 1Information/Educational Products <br />Produces educational videos <br />for health care professionals.<br />Needs to create a community of buyers.<br />
    25. 25. Case Study 1Goals<br />Interact with their community.<br />Add informational value to the community.<br />Discover what the community wants to learn.<br />Feed the product pipeline.<br />
    26. 26. Case Study 1Strategies to Reach Goals<br />Comprehensive website for info & ordering<br />Email newsletter for info & feedback<br />Facebook for info, feedback, & learning<br />
    27. 27. Case Study 1Measurement<br /> ___ Sales<br />___ Email subscribers<br /> ___ Website statistics<br /> ___ Content interactions<br /> ___ New product ideas <br />
    28. 28. Case Study 2Restaurant or Retail<br />Crowded, existing marketplace<br />Wants to be community hangout<br />
    29. 29. Case Study 2Goals<br />Develop high # of repeat customers.<br />Establish brand recognition in community.<br />Dominate local search for product area.<br />
    30. 30. Case Study 2Strategies to Meet Goals<br />Optimize online presences for local search.<br />Link loyalty with rewards on Facebook.<br />Link menu item or product to online community.<br />Be front of mind by emailing “how to’s”.<br />
    31. 31. Case Study 2Measurement<br />___ Sales<br />___ Email subscribers<br />___ Website statistics/search impressions<br />___ Fans<br />
    32. 32.
    33. 33. Keven ElliffWindridge SolutionsKeven@KevenElliff.comwww.KevenElliff.com888.544.2096<br />

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