Leveraging Blogs & Facebook For Your Business
Upcoming SlideShare
Loading in...5
×
 

Leveraging Blogs & Facebook For Your Business

on

  • 964 views

Presentation on how to leverage blogs and Facebook for small businesses.

Presentation on how to leverage blogs and Facebook for small businesses.

Statistics

Views

Total Views
964
Views on SlideShare
960
Embed Views
4

Actions

Likes
2
Downloads
18
Comments
0

2 Embeds 4

http://www.linkedin.com 3
https://www.linkedin.com 1

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

    Leveraging Blogs & Facebook For Your Business Leveraging Blogs & Facebook For Your Business Presentation Transcript

    • Leveraging Blogs & Facebook For Your Business Rachel Melia Online & Mobile Marketing Consultant
    • Agenda
      • My background
      • Marketing paradigm shift
      • Social media stats
      • Social media business use
      • Case studies
      • Is it for you?
      • Business reasons to jump in
      • Do’s & Don’ts
      • Getting started
      • Resources
    • Background
      • 15 years online advertising experience on clients including Kodak Mobile (part of Kodak Gallery), Macromedia, Microsoft, Palm, Tivo
      • 3+ years as marketing consultant for Cellfire, Attainia, and others
      • Acquisition, activity/retention, website development, user research
      • Recent emphasis on social media marketing
      • Women In Consulting Facebook Coordinator
    • Marketing Paradigm Shift Hubspot, 2009 Marketing used to be one-way.. … now marketing is two-way
    • Social Media Stats
      • Facebook has 350 million users
      • Facebook reaches 56% of the internet universe with an average usage of 6 hrs/mo per user
      • Facebook is the #3 site visited by users 65 and older
      • Twitter grew 500% year-over-year
      • Time spent on social networking sites in the US increased 277% year-over-year
      • The average US worker spends 5 hrs/mo visiting social networks at the office
      Source: Mediapost.com Social media has become mainstream and continues to grow rapidly
    • Business Use
      • 62% visit company pages on social media sites
      • 55% visit company blogs
      • 55% search for info on social media sites
      • Of companies using social media, 70% of maintain profiles on social media sites
      • 60% of companies maintain blog/s
      *Business.com 2009 Business Social Media Benchmarking Study Respondents: 3,000 business North American business professionals
    • Business Use
      • Website traffic most popular success metric
      • Engagement with prospects and brand awareness also popular metrics
      • Website traffic, useful product feedback, and lead volume are measured most successfully (very well/well vs. not at all/barely)
    • Business Use
      • Of those with company social media profile, 80% have a Facebook page
      • Approximately 50% say social media sites impact business results well/very well – varies minimally across sites
      • 48% report Facebook impacts business results well/very well
    • Business Use
      • Employees at very small companies are the most likely to use social media as a business resource and employees at very large companies somewhat less likely
      • Real estate & construction most likely to use social media as resource
      • Law and industrial goods & services least likely to use social media as resource
    • Additional Research – B2C & B2B
      • Driving traffic most used Facebook tactic
      • Creating a Facebook application and creating a survey worked best for B2C
      • Creating a survey and “friending” recent customers worked best for B2B
    • Case Studies – Big B2C
      • Company: Dairy Queen
      • Objectives/Tactics: Blog – humanize brand and connect with customers, Facebook – consumer engagement, Twitter – reputation monitoring, customer service, DQ promotion, identifying/rewarding brand evangelists
      • Results: Blog – 50,000 visitors and 560 comments, Facebook – 748,908 fans, Twitter – 5,090 followers
      • Company: Starbucks
      • Tactic: Facebook – varied/fun status updates (video, blog posts, all aspects about coffee)
      • Results: 5,535,433 very engaged/loyal fans
    • Case Studies – B2B
      • Company: Spherion (recruiting and staffing)
      • Objective: Access to active and passive job seekers
      • Tactic: Facebook - Partnered with CareerBuilder to provide robust content
      • Results: 8,339 fans, valuable candidate feedback used for improved business model and communication strategy, plethora of job applicants (10% placed)
      • Company: Louis E. Page (fencing supplier)
      • Tactic: Blog (“How To Use Woven Wire Fencing To Build A Horse Paddock”)
      • Results: 1,500 views, media coverage, 850% increase in sales leads
      • http://www.necn.com/Boston/SciTech/2009/07/28/Business-finds-success-through/1248823389.html
    • Case Studies – B2B
      • Company: Business.com (business how-to site)
      • Objectives: Build awareness as source for business solutions and drive higher quality traffic to site
      • Tactics: 2 blogs (“What Works For Business” and “B2B Online Marketing”), Twitter – 2 accounts
      • Results: Learnings – volume of blog posts important for consistent following and SEO rankings, importance of editorial planning – intermix long posts w/ frequent short ones
      • Company: Women In Consulting
      • Objectives: Awareness as resource for consultants/small businesses, thought leadership, grow affiliate and member base
      • Tactics: Blog, LinkedIn, Facebook, Twitter
      • Results: LinkedIn – 1,060 members, Twitter – 305 followers, Facebook – 320 fans (started 4 mos ago/limited promotion)
      • Next: Survey to learn what types of content people want, role social media plays in acquiring new members
    • Should You Do It?
    • Business Reasons
      • Blog
      • Thought leadership – credibility/PR
      • Content for Facebook and other social media
      • Drive traffic to site, etc.
      • SEO – search favors frequent updates
      • Facebook
      • Customer/ prospect engagement
      • Drive traffic to site, etc.
      • Customer feedback and suggestions
      • Profile customer demographics and interests
      • Surveys
      • SEO – search now indexing social sites
    • Do’s & Don’ts
      • Always remember POST – People, objectives, strategy, tactics. Use social media to achieve objectives.
      • Don’t take on too much – Social media takes significant time to execute well and see results. Focus is important.
      • Don’t spam – Producing quality content is critical to success. Remember your company’s reputation is on the line.
      • Do figure out what works for you – Some social media best practices apply to many companies, but not all. No one knows YOUR brand better than you. Look at social media outreach as an opportunity to open a dialogue with core audience and find out what they want from YOU. Every company has to experiment with social media and find out what works best for them.
      Business.com 2009 2009-dabbling with tools, 2010-all about strategy
    • Getting Started – Blog
      • Choose blog service - Blogger (Google), Typepad, WordPress
        • Use of company domain (blog.company.com vs. company.typepad.com)
        • Allows subscriptions by RSS and email
        • Themes/customization
        • Integration with social media
      • Create blog
        • Template, customization, widgets
      • Develop content strategy and publishing schedule
      • Designate writer/s and manager/s
      • Develop promotion strategy
        • Site, email/newsletter, social media, signature, guest articles
      • Analysis
        • Blogging services offer reporting tools
        • 3 rd party tools such as Hubspot, Omniture
    • Getting Started - Facebook
      • Create page (or group)
        • Logo, company information
      • Develop content strategy and publishing schedule
        • Blog posts, industry insights, relevant articles, interesting company information, events, photos/videos
      • Designate administrator/s
      • Develop promotion strategy
        • Site, email/newsletter, social media, signature
      • Analysis
        • Facebook has reporting tools
        • 3 rd party tools such as Hubspot, Omniture
    • Resources
      • Hubspot http://www.hubspot.com/
      • Mashable http://mashable.com/
      • MarketingProfs http://www.marketingprofs.com/
      • Thank you!
      • [email_address]
      • http:// www.linkedin.com/in/rachelmelia