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How Can Social Media Help Your Small Business?

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Presented to the small business owners and members of the Covington Arts District, Covington KY, July 2009.

Presented to the small business owners and members of the Covington Arts District, Covington KY, July 2009.

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  • 1. Social media: How can it help your small business? presented to the Covington Arts District Covington, KY July 27, 2009 Pete Healy, Director, Crowbar Marketing [email_address] 859.630.7356
  • 2. “social media”: what’s old is new
    • Do you know anybody else in this room?
    • Do you have friends outside of this room?
    • Do you think they’d like to meet —some of the in-the-room and the outside-the-room guys?
  • 3. “social media”: what’s old is new
    • Remember this?
  • 4. “social media”: what’s old is new
    • How about this?
  • 5. “social media”: what’s old is new
    • Human beings—people—like to
    • connect
    • belong
        • share
    • express themselves
  • 6. “social media”: what’s old is new
    • It’s a chance to make our brand, our business, meaningful .
    • We talk about “targets.”
    • But the Brits talk about
    • “ offerings.”
  • 7. “ social whatever”: definitions & stats
    • Social media: New online platforms by which to communicate with more people more quickly and more widely than ever before.
    • “ com • mu • ni • ca • tion: The exchange of thoughts, messages, or information.” (American Heritage Dictionary)
  • 8. “ social whatever”: definitions & stats
    • Social networks: New formations of online groups—even communities—by people who share common interests or concerns, personal or professional.
  • 9. “ social whatever”: definitions & stats
    • Social marketing: Using social media & networks to share your offering in new ways, expanding opportunities to engage people with you, your brands, your business.
  • 10. “ social whatever”: definitions & stats
    • Americans now using online social networks: 110 million (60% of the online population).
    • The “average” user logs on 5 days a week, 4 times a day, and for 15min each time.
    • More than 50% “friend” at least one brand.
    Study by Anderson Analytics, July 2009 http://adage.com/digital/article?article_id=137792
  • 11. “ social whatever”: definitions & stats
    • 77 million users: 29-44yrs; average income $60,000+; married; more than 120 connections.
    • 67 million users (and declining): 15-29yrs; avg income $44,000; users reporting less frequent usage in past 6mo.
    Study by Anderson Analytics, July 2009 http://adage.com/digital/article?article_id=137792
  • 12. “ social whatever”: definitions & stats
    • 12 million users: 35-44yrs; avg income $58,000; entrepreneurial; interested in restaurants, news, sports, pop culture.
    • 25 million users: 35-49yrs, M/F = 57%/43%; business-focused; avg income $89,000; interested in news, politics, sports, tech gadgets.
    Study by Anderson Analytics, July 2009 http://adage.com/digital/article?article_id=137792
  • 13. “ social whatever”: definitions & stats Study by Anderson Analytics, July 2009 http://adage.com/digital/article?article_id=137792
  • 14. “ social whatever”: definitions & stats
    • “ The biggest reason to use social media is that it’s free. You can be a significant player online without laying out any cash…But getting up to speed on social media is like learning to ride a bike; it’s difficult and intimidating at first, but once you get the hang of it you can get where you want to go quickly—and even enjoy the ride.”
    • (Steve McKee, Business Week , 1/16/09)
    • http://www.businessweek.com/smallbiz/content/jan2009/sb20090116_666697.htm
  • 15. “ social whatever”: definitions & stats
    • “ Small businesses typically get more than half of their customers through word of mouth…and Twitter is the digital manifestation of that…Small-business owners like Twitter because they can talk directly to customers in a way that they were able to do only in person before.”
    • (Claire Cain Miller, New York Times , 7/23/09)
    • http://www.nytimes.com/2009/07/23/business/smallbusiness/23twitter.html
    Find out why Jack Welch loves Twitter: http://www.businessweek.com/mediacenter/podcasts/welchway/welchway_06_05_09.htm
  • 16. “ social whatever”: definitions & stats
    • “ As a business owner, you can put up your business profile [on LinkedIn] and start engaging with other…business owners…and potential customers…[to] build up your reputation and credibility…”.
    • ( “Social Media Marketing For Local Businesses” )
    • http://tentang-bisnisku.com/2009/06/28/social-media-marketing-for-local-businesses/
  • 17. social marketing tips & examples
    • Getting started:
    • Set a purpose “beyond” selling: Learn more about your customers, connect with other business owners & professionals, offer expertise & insights, etc.
    • Keep it manageable: 2-3 sites is plenty! Set up your profile, use your real name, add your photo.
    • Connect, exchange, grow: Invite friends, staff, customers, suppliers. Be ready for conversation .
    • Search for more people, groups, topics of interest on your sites. Listen and learn; then add your voice!
    • Make your “offer” —your unique value & participation—so that people are delighted to recommend you.
  • 18. social marketing tips & examples
    • Twitter: other arts & cultural districts
    http://twitter.com/ http://www.twittonary.com/
  • 19. social marketing tips & examples
    • Twitter: other arts & cultural districts
  • 20. social marketing tips & examples
    • Twitter: other arts & cultural districts
  • 21. social marketing tips & examples
    • Twitter: subject searches lead to businesses
  • 22. social marketing tips & examples
    • Twitter: subject searches lead to businesses
  • 23. social marketing tips & examples
    • Facebook: local businesses
    http://www.facebook.com/
  • 24. social marketing tips & examples
    • Facebook: local businesses
  • 25. social marketing tips & examples
    • Facebook: local artists in Greater Cincinnati
  • 26. social marketing tips & examples
    • LinkedIn: connecting, learning, sharing
    http://www.linkedin.com/
  • 27. social marketing value
    • “ Recommendation is the currency in the business web. Recommendation = conversation, conducted by others…Make your team and your business partners a helpful hand to your customer base and your industry...When all the connections of all your team mates and partners recommend your products and services because they are helpful to others, you become one of the top successful business[people]…”.
    • Axel Schultze, Social Media Academy (Palo Alto, CA)
  • 28. resources & references
    • http://socialmedia-academy.blogspot.com/2009/07/how-to-start-in-social-media.html
    • http://www.nytimes.com/2009/07/23/business/smallbusiness/23twitter.html
    • http://www.businessweek.com/smallbiz/content/jan2009/sb20090116_666697.htm
    • http://www.businessweek.com/smallbiz/content/aug2008/sb2008086_346094.htm
    • https://www.openforum.com/idea-hub/topics/technology/article/by-the-numbers-social-media-and-small-business
    • http://www.businessweek.com/bwdaily/dnflash/content/feb2008/db20080219_908252.htm
    • http://www.squidoo.com/socialnetworkingforbusiness
    • http://theengagingbrand.typepad.com/the_engaging_brand_/2009/05/why-is-social-media-important-to-a-brand.html
    • http://twitter.com/
    • http://www.twittonary.com/ (user-friendly dictionary of Twitter terms & abbreviations)
    • http://www.facebook.com/
    • http://www.linkedin.com/

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