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Leveraging Blogs & Facebook For Your Business


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

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

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  • 1. Leveraging Blogs & Facebook For Your Business Rachel Melia Online & Mobile Marketing Consultant
  • 2. 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
  • 3. 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
  • 4. Marketing Paradigm Shift Hubspot, 2009 Marketing used to be one-way.. … now marketing is two-way
  • 5. 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: Social media has become mainstream and continues to grow rapidly
  • 6. 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
    * 2009 Business Social Media Benchmarking Study Respondents: 3,000 business North American business professionals
  • 7. 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)
  • 8. 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
  • 9. 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
  • 10. 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
  • 11. 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
  • 12. 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
  • 13. Case Studies – B2B
    • Company: (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
  • 14. Should You Do It?
  • 15. 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
  • 16. 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. 2009 2009-dabbling with tools, 2010-all about strategy
  • 17. Getting Started – Blog
    • Choose blog service - Blogger (Google), Typepad, WordPress
      • Use of company domain ( vs.
      • 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
  • 18. 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
  • 19. Resources
    • Hubspot
    • Mashable
    • MarketingProfs
  • 20.
    • Thank you!
    • [email_address]
    • http://