Social Media Strategy for SMBs

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Social Media Strategy for SMBs

  1. 1. Social Media Strategy for SMB’s Jason King BA (Hons) Cert DMP Marketing Consultant Jason King Consultancy
  2. 2. Today You Will Learn: • Social Media Basics • Social Media Platforms • How to Integrate a Social Media Strategy • How to use Social Media as a Business & Marketing Tool • Tips on Social Media Policies
  3. 3. About Me • Over 16 years Sales, Marketing & Business Development Experience JK Consultancy Specializes in: • Social Media • Digital Marketing • Integrated Marketing Solutions • Micro-Businesses & SME’s
  4. 4. Agenda: • • • • • Social Media Landscape & Platforms Getting Started on Social Media Social Media Strategy How to Use Social Media Social Media Policy & Guidelines
  5. 5. The 3 C’s of Social Media 1) Community *Social Media Groups are small Communities *You’re a small element of a wider Community 2) Contribute Community *Share external articles *Promote your Company Blog Contribute Comment 3) Comment *Answer and ask Questions *Encourage comments to enrich discussions
  6. 6. Social Media Landscape • Social Media Popularity is fuelled by: *Internet *Smartphones *Tablets • 1 in 4 people worldwide use Social Media
  7. 7. Social Media Landscape Social = Communications The Art of Social Media is to be SOCIAL
  8. 8. Social Media Landscape Media = Communications Method
  9. 9. Shift in the Balance of Power Business Consumer Consumer Business Social Networking is a Consumer-orientated Environment Ultimately controlled by the Consumer
  10. 10. Word of Mouth •Social Media alters the dimensions of traditional word of mouth Marketing •No longer is word of mouth between 2 parties •No need to push Marketing – Let your Customers do it for you
  11. 11. Social Media Platforms
  12. 12. Social Media Platforms • Always Ask: • Do my Customers use this Social Media Platform? • Ask your Customers what Social Media Platforms they use • What Platforms are my Competitors Using?
  13. 13. Facebook 1) Over 1 Billion Users Worldwide 2) Fastest Growing Demographic 55-64 Age Group 3) Build a Business Page Separate from your Personal Profile 4) Excellent Targeted Marketing Features 5) Competitions, Events & Relationship Building
  14. 14. Twitter 1) Over 500 Million Users Worldwide 2) Micro-Blogging site Using only 140 Characters 3) Excellent Customer Services Tool 4) Post Several Times a Day at Optimum Times 5) Connect with Customers & Industry Peers
  15. 15. LinkedIn 1) 2) 3) 4) 225 Million Users Worldwide Ideal B2B Platform Join LinkedIn Groups A Business Page is required for Paid Marketing 5) The 3 C’s of LinkedIn Community *Community *Contribute Contribute Comment *Comment
  16. 16. Pinterest 1) 70 Million Users Worldwide 2) 75% Female Demographic 3) Ideal Platform for Images & Creative Visuals 4) Easy to Use – Pin It Button 5) Create Pinterest Boards
  17. 17. Google + 1) 2) 3) 4) 5) 500 Million Users Worldwide Links to other Google Products Google Circles & Hangouts Join Google + Communities Plus Ones - +1’s
  18. 18. Other Popular Social Media Platforms Platform • Users Significant Features 70 Million •Reddit is Open Source •Users Vote on the most popular Content 10 Million •Good News Source •Users Vote on the most popular Content 130 Million •Widely used in China •Dubbed “The Chinese Facebook” 178 Million •Photo & Video Sharing Site •Easy to Share with Facebook, Twitter, Tumblr & Flickr 87 Million •Photo & Video Sharing Site •Good memory Capacity to Store Photos
  19. 19. Getting Started - Profile • Your Profile is the 1st Point of Contact – Make an IMPACT • Use a Professional Photo • Include a Link to your Website • Use Hashtags # • Include Personal Interests – Be Yourself
  20. 20. Getting Started - Settings • Be Open & Transparent • Combine or Separate your Personal & Business Accounts • Facebook must NOT have 2 different Logins • Set Up Notifications
  21. 21. Getting Started - Branding • Make Logo Prominent • Keep Colours, Images & Pictures Consistent • Use Keywords • Change the URL to your Company Name CONSISTENCY CONSISTENCY CONSISTENCY
  22. 22. Set Social Media Objectives • • • • Set Formal Objectives Measure Results Focus on Long Term Results Set Objectives using the SMART Framework: Specific Realistic Measurable Time-bound Achievable
  23. 23. Social Media Strategy • Integrate your Social Media Strategy with: – Other Social Media Accounts – Offline & Online Marketing – Link to Your Website – Company Processes – Email • Be Convenient – Communicate with customers in THEIR environment
  24. 24. Social Media Strategy – 7 Key Elements 1) Be SOCIAL – The Golden Rule 2) Set SMART Objectives & Measure Results 3) Build 1:2:1 Long-Term Relationships 4) Dedicate TIME 5) Match the Platform to your Target Market 6) Share and be Shared 7) Follow and be Followed
  25. 25. How to use Social Media • Use Social Media as a Tool for: – Customer Service – Market Research – Networking – Target Marketing – Selling
  26. 26. Content • 20% of Posts Sales Related • 80% Shared Content • Create a Media Mix: – Pictures – Videos – Text – Graphics Pictures Videos Text Graphics
  27. 27. Content • • • • • Aim to Engage Readers Offer Tips & Advice Become a Trusted source of information Encourage Feedback, Listen & Respond Measure Feedback & Trends
  28. 28. Join Groups • The best Social Media Platforms to Join Groups are: – LinkedIn – Google+ – Facebook – Reddit • Don’t use Groups to only sell • Community Contribute Comment
  29. 29. Time your Posts • Post at different times of the day • Measure what time of the day brings the highest Responses • Think about the habits of your Target Market • Use Auto-Scheduling Apps such as: – Hootsuite – Buffer – Sprout Social
  30. 30. Social Media Policies & Guidelines • Compose a Formal Social Media Policy – A few sentences will suffice • Ensure your Staff are Trained & Fully Competent • Treat Online & Offline Behaviour as the same thing • Use existing Internet & Email Policies as a guide
  31. 31. Social Media Policies & Guidelines • Monitor what your staff are posting – Identify Strengths & Weaknesses • Specify what Employees can and cannot post • Ensure Legal Compliance with Data Protection & Privacy Legislation • Link your Business Objectives with Social Media to create a Consistent Company Culture
  32. 32. Be Social! • Start & Keep the Conversation Flowing • Link the Conversation back to your company products/services – make sure they’re relevant • Read profiles & find common ground • Offer free advice & tips • Gain Credibility & Trust
  33. 33. Move The Needle
  34. 34. Set Objectives & Measure – Homework Task • Set a Target of gaining 10 new Likes/Followers in a Week • Focus on the Images, Text & Headings used • Measure the volume of Likes & Shares • Post exactly the same posts – but change Image, Text, Headings & Time of the Day • Identify the best/worst responses Move The Needle
  35. 35. 5 Key Takeaways 1) Understanding the Social Media Landscape 2) How to set up your small business Social Media accounts 3) Set Social Media Objectives 4) How to integrate Social Media into Business & Marketing Functions 5) Be Social and engage with people BE SOCIAL!
  36. 36. Thank You! Learn more at www.onlinemarketinginstitute.org

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