How a $200 Marketing Budget for "Social Media" Can Produce Six-Figure Profits for Your Business


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Mande White outlines how to take a $200 marketing budget and produce 6-figure profits for your business for the eWomen Network, June 11, 2008

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  • Get close to 5K start a personal ‘FAN PAGE’Name Cannot Be changed after it is created. Think of it with care.Having a Page as well as a Profile on Facebook helps your indexing and search engine rankings
  • Both Have Discussion Boards
  • Page allows you to add Application. Group does not. Feed blog into Page not a Group
  • Pages have visitor statistics
  • Both Allow for Events
  • Kick People out of both.
  • Building a large following requires a network of other platforms, working in conjunction to drive visitors to your fan page. One brand that does that well is Victoria’s Secret with their PINK line. As you can see, on their PINK landing page they have a link to their Facebook fan page and their MySpace () profile. Victoria’s Secret leverages the traffic their home page gets and pushes them to their Facebook fan page. Many companies lack this level of dedication, expecting their consumers on Facebook to find them automatically. However, that’s not usually the case. When is the last time you went looking for a brand’s Facebook fan page? More often than not, a consumer will stumble upon the page, either through a friend or from a hub, similar to Victoria’s Secret’s PINK page.Understandably, the fact that the demographic targeted by Victoria’s Secret PINK, aligns exactly with the demographic that is most active on Facebook, has helped grow the group as well.Key Takeaway: Connecting multiple social platforms and a hub from the brand website, can help funnel consumers throughout the network.
  • Some pages are used as connection hubs, but others offer information pertinent to their consumers. They use the information as added value to have consumers create a connection with the brand.Dell has done a great job with their social media resource for small businesses. Understanding that small business owners buy computers, by offering them this resource, small business owners interested in social media keep Dell top of mind.Although, Dell can’t explicitly gauge the success of this program in ROI, it is a branding exercise. Also, since they offer deals and updates on new products on the page - the page does have a chance to convert small business owners into Dell consumers. Key Takeaway: Offering a resource page allows a brand to target a new demographic, outside of those that already know and love the business.
  • For brands that want fan pages to have added value (a reason for users to join the page, aside from brand loyalty), but don’t want to become a resource portal; offering contests and coupons specifically to Facebook users can entice consumers to join.Sears offered fans a $10 coupon to use in stores, giving consumers a reason to join. Clicking on the coupon takes you to a page where Sears collects your information and sends you information about the coupon, deals, and offers. There’s no way to make sure the coupon is given to only Facebook fans, however like Sears, brands can require an email before receiving the coupon.Key Takeaway: Offering something to consumers to join can help build a large community. Some examples of things to offer: Coupons, free shipping, weekly deals.
  • One of my favorite stories about social media involves the Coca Cola Facebook page. The fan page was created by two users who liked Coke. What started as a fan page for fun, turned out to be the largest product fan page on Facebook.Coca Cola, instead of taking over the page and making it their own, rewarded the fans by bringing them to Atlanta and giving them a tour of the Coke facility. The fan page remains theirs, but now they have the blessing and help of Coca Cola. By empowering the fans to keep their fan page, Coke ensures a passionate page owner. The Coca Cola marketing team was also smart enough to realize that letting others know what happened here would work in their favor. The fan page creators were told to make a video of the history behind the fan page, and how Coke had reached out to them and rewarded them for this. The video shows future ‘brand enthusiasts’ that creating successful groups around Coca Cola can result in rewards and recognition. Key Takeaway: Taking over unsanctioned Facebook fan pages isn’t always the best idea. Instead, rewarding dedication can inspire others to do the same.
  • Sometimes no matter what you do, your Facebook page won’t grow. This can simply be a side effect of Facebook’s demographic. There are just some brands that will not have a strong presence on Facebook. Understanding the demographic present can help you decide if Facebook is worth it for your business. From Quantcast estimates, we can tell that Facebook skews towards female youths. Interestingly, 53% of users have kids and a majority make over $60k a year salary. Obviously, over 50% are college kids. The demographics that make up Facebook are changing quickly, as more moms have begun to join and the college market has become saturated. Armed with this knowledge, Seventeen Magazine jumped on to the Facebook fan page bandwagon. Their brand targets the demographic most prominent on Facebook, meaning a fairly quick and organic growth. For companies whose brand does not target the optimal demographic, finding a specific line that does, works. Consider the brand mentioned earlier in this article, Victoria’s Secret. Instead of putting the entire brand on Facebook, they targeted the PINK line, a line for college students. Key Takeaway: Some brands cannot expect huge followings on Facebook. Brands or product lines targeting the demographic most prominent on Facebook tend to see the quickest growth.
  • I purposely did not talk about using advertising to increase the size of a fan page, because although it can be useful to jump start a fan page, organic growth can help build a more engaged group. Creating a Facebook fan page is simple, but getting it to work well takes time, dedication, and some planning. Don’t expect to create a page and then have a huge following instantaneously. Build good content, make it easy to share, and let people know about it, and over-time the community will grow.
  • “how do I make money on Facebook?” Pause. Let’s look at your business model, your revenue model, your products and services, your other marketing channels, your available time and resources, and how social marketing fits into your overall plan. Facebook is another tool. Another distribution vehicle.
  • How a $200 Marketing Budget for "Social Media" Can Produce Six-Figure Profits for Your Business

    1. 1. How a $200 Marketing Budget for “Social Media” Can Produce Six-Figure Profits for Your Business!eWomen Network June 11, 2009
    2. 2. 1 Zillions Reasons You MUST Have SMP100,000,000 - number of YouTube videosviewed per day26.57 - average age of uploader13 hours - amount of video are uploaded toYouTube every minute 200,000,000 - number of active users 100,000,000 - number of users who log on to Facebook at least once each day 133,000,000 - number of blogs indexed by Technorati since 20022,110,000,000 - Tweets3,000,000 - number of Tweets/day 684,000,000 - the number of visitors to Wikipedia in the last year
    3. 3. 7 Tactics for Under $2001. Get A Website
    4. 4. 2. Start Blogging
    5. 5. 3. Create a Facebook Fan Page
    6. 6. 4. Create a Facebook Group
    7. 7. Profile Page vs. Fan Page
    8. 8. Pages vs. Groups
    9. 9. Making A Fan Page Worth Visiting
    10. 10. Create a Resource
    11. 11. Create Contests That Include Participation
    12. 12. Empower Pre-Existing Pages
    13. 13. Targeting the Proper Demographic
    14. 14. The Perfect Group
    15. 15. 5. Twitter
    16. 16. 6. Start or Continue an Email Newsletter
    17. 17. 7. Set up Google Alerts
    18. 18. 5 Daily Activities1. Update Status – Mande is on the phone with Dr. Joe Vitale – Mande just launched her new Social Media Membership site at – Mande says “YES” I just got invited to speak at – Mande wonders who likes the new features at – Mande wants to hire a article copywriter-do you know any? – Mande is helping clients feel less stressed about social media today – Mande blogged about the top 10 social media sites at – Mande is celebrating her birthday today with a day at the spa!
    19. 19. Daily Activities Cont’d2. Read through News Feed & Comment – Events you might want to participate in – New Groups related to your industry to join – Attractive/appealing/relevant photos and/or videos to comment on – New popular friends you should also become friends with
    20. 20. Daily Activities Cont’d3. Confirm/Ignore Friend Requests – 90% accept then unfriend4. Skim then Ignore all Other Request5. Acknowledge Friends Birthdays
    21. 21. Social Media is just a tool in the Marketing Toolbox
    22. 22. Find Mande White• links to all my social network profiles.•• Twitter: @mandewhite••