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SCORE<br />Arlington Economic Development<br />Savvy Use of Social Media for Business Owners<br />Jeanne Rossomme, Preside...
Copyright 2010 RoadMap Marketing<br />Your feelings about Social Media?<br />
Copyright 2010 RoadMap Marketing<br />Why Social Media is a great tool for you:<br />Spend time rather than $<br />You alr...
Copyright 2010 RoadMap Marketing<br />Biggest Mistakes Marketers Make with Social Media:<br />I must be behind!  Everyone ...
Copyright 2010 RoadMap Marketing<br />Top 10 Social Media Marketing Questions*<br />What are the best tactics to use?<br /...
Copyright 2010 RoadMap Marketing<br />What will you leave with today?<br />Social Media demystified<br />You are the drive...
Copyright 2010 RoadMap Marketing<br />Savvy Social Media Smart Steps<br />
Copyright 2010 RoadMap Marketing<br />Savvy Social Media Smart Steps<br />
Copyright 2010 RoadMap Marketing<br />Commonly Used Social Media Tools<br />http://namechk.com/- to see what names are ava...
Copyright 2010 RoadMap Marketing<br /><ul><li>Terms:
Tweet: 140 character message (use 120 char so others can retweet you)
Retweet – when someone passes on your tweet
Twitter Name - @RoadMapMarketin
Follow/Followers
Replies
DM (direct message)
Hashtag # - for category
Tools:
TweetDeck: to organize into categories
Tweetburner: to create tiny url and track results
TweetLater: to post tweets later automatically
Measures: Retweets, Followers
Resources:  Using Twitter for Businesshttp://www.ducttapemarketing.com/blog/2008/08/04/twitter-for-business/</li></li></ul...
Terms:
Blog post: comments, observations or research from a few sentences to a few paragraphs in length
Comments: replies or comments to blog posts
Keywords: words to categorize or capture topic
Tools:
Blogger.com
WordPress
Measures: Comments and votes on blog posts, visits, time spent per visit, outbound links to sales page
Resources:  Corporate Blogging Book, http://www.debbieweil.com/book/</li></li></ul><li>Copyright 2010 RoadMap Marketing<br...
Changing “what I am working on now” send an update to your network.
SlideShare: can post presentations
Polls
Measures: size of network, # of recommendations, position/level of connections
Resources:  www.linkedin.com/in/woodtim</li></li></ul><li>Copyright 2010 RoadMap Marketing<br /><ul><li>Terms:
Company fan page
Wall post
Upcoming SlideShare
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Savvy Social Media 2

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Presentation February 18, 2010
Arlington Economic Development and SCORE

Social media buzz is everywhere in the consumer and business press. Are you being left behind or wisely avoiding a time wasting fad? This seminar will help you look at Social Media as any other marketing tactic and its applicability (or not) in your marketing plan.

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Transcript of "Savvy Social Media 2"

  1. 1. SCORE<br />Arlington Economic Development<br />Savvy Use of Social Media for Business Owners<br />Jeanne Rossomme, President<br />jeanne@RoadMapMarketing.com<br />www.RoadMapMarketing.com<br />202-257-0663<br />
  2. 2. Copyright 2010 RoadMap Marketing<br />Your feelings about Social Media?<br />
  3. 3. Copyright 2010 RoadMap Marketing<br />Why Social Media is a great tool for you:<br />Spend time rather than $<br />You already are your brand/business<br />You already directly connect with customers<br />Efficient way to network<br />Access to larger companies, press, networks<br />Democratic: based on client opinions rather than media spend<br />* Social Media Marketing Industry Report March 2009<br />
  4. 4. Copyright 2010 RoadMap Marketing<br />Biggest Mistakes Marketers Make with Social Media:<br />I must be behind! Everyone is doing it.<br />72% of marketers have either just started or have been using Social media for only a few months.<br />They underestimate the investment. <br />64% of marketers are invested 5+ hours and 39% 10+ hours per week<br />Those reported sales effects have been using Social Media for years and investing 16+ hours per week<br />They overestimate the impact on sales.<br />They have no clear objectives, goals or plan<br />Social Media doesn’t “go” anywhere<br />Social Media Marketing Industry Report 2009<br />
  5. 5. Copyright 2010 RoadMap Marketing<br />Top 10 Social Media Marketing Questions*<br />What are the best tactics to use?<br />How do I measure effectiveness?<br />Where do I start?<br />How do I manage the social balance?<br />What are the best sites and tools?<br />How do I make the most of my time?<br />How do I focus my efforts on my target audience?<br />How do I convert my social media marketing efforts into tangible results?<br />How do I cohesively tie different social media efforts together?<br /> Does social media marketing work, and if so, how effective is it?<br />* Social Media Marketing Industry Report March 2009<br />
  6. 6. Copyright 2010 RoadMap Marketing<br />What will you leave with today?<br />Social Media demystified<br />You are the driver, not the latest tech trend<br />How Social Media can help your business<br />5 Smart steps to start and be successful<br />
  7. 7. Copyright 2010 RoadMap Marketing<br />Savvy Social Media Smart Steps<br />
  8. 8. Copyright 2010 RoadMap Marketing<br />Savvy Social Media Smart Steps<br />
  9. 9. Copyright 2010 RoadMap Marketing<br />Commonly Used Social Media Tools<br />http://namechk.com/- to see what names are available across other networks<br />Social Media Industry Report 2009<br />
  10. 10. Copyright 2010 RoadMap Marketing<br /><ul><li>Terms:
  11. 11. Tweet: 140 character message (use 120 char so others can retweet you)
  12. 12. Retweet – when someone passes on your tweet
  13. 13. Twitter Name - @RoadMapMarketin
  14. 14. Follow/Followers
  15. 15. Replies
  16. 16. DM (direct message)
  17. 17. Hashtag # - for category
  18. 18. Tools:
  19. 19. TweetDeck: to organize into categories
  20. 20. Tweetburner: to create tiny url and track results
  21. 21. TweetLater: to post tweets later automatically
  22. 22. Measures: Retweets, Followers
  23. 23. Resources: Using Twitter for Businesshttp://www.ducttapemarketing.com/blog/2008/08/04/twitter-for-business/</li></li></ul><li>Copyright 2010 RoadMap Marketing<br /><ul><li>Hub (stand-alone or part of company website) for others to read and interact with your postings
  24. 24. Terms:
  25. 25. Blog post: comments, observations or research from a few sentences to a few paragraphs in length
  26. 26. Comments: replies or comments to blog posts
  27. 27. Keywords: words to categorize or capture topic
  28. 28. Tools:
  29. 29. Blogger.com
  30. 30. WordPress
  31. 31. Measures: Comments and votes on blog posts, visits, time spent per visit, outbound links to sales page
  32. 32. Resources: Corporate Blogging Book, http://www.debbieweil.com/book/</li></li></ul><li>Copyright 2010 RoadMap Marketing<br />The First Steps:<br />Step 1: Join LinkedIn and complete your profile.<br />Step 2: Find contacts who are already on LinkedIn.<br />Step 3: Give and solicit recommendations within your network<br />Step 4: Pose questions and answer others’ questions in the LinkedIn Answers<br />Step 5: Find or create LinkedIn Groups.<br />Step 6: Use the new LinkedIn Applications to further enhance your profile.<br /><ul><li>Tools:
  33. 33. Changing “what I am working on now” send an update to your network.
  34. 34. SlideShare: can post presentations
  35. 35. Polls
  36. 36. Measures: size of network, # of recommendations, position/level of connections
  37. 37. Resources: www.linkedin.com/in/woodtim</li></li></ul><li>Copyright 2010 RoadMap Marketing<br /><ul><li>Terms:
  38. 38. Company fan page
  39. 39. Wall post
  40. 40. Fans
  41. 41. Tools:
  42. 42. Insights feature
  43. 43. Measures: number of fans, interaction with wall posts, response to special offers, links from FB to your website
  44. 44. Resources: http://pegcorwin.com/2009/01/34-links-on-how-to-promote-your-small-business-on-facebook/</li></li></ul><li>Copyright 2010 RoadMap Marketing<br /><ul><li>Topics:
  45. 45. How-to or demonstration
  46. 46. Provocative topics
  47. 47. Humorous
  48. 48. Events
  49. 49. Measures: Views, Votes, links from YouTube to website, search ranking
  50. 50. Resources: YouTube Handbook</li></li></ul><li>Copyright 2010 RoadMap Marketing<br />
  51. 51. Copyright 2010 RoadMap Marketing<br />Savvy Social Media Smart Steps<br />
  52. 52. Copyright 2010 RoadMap Marketing<br />Social Media: part of your marketing mix<br />
  53. 53. Social Media is most effective at the top of the sales pipeline <br />Target<br />Market<br />Top Of The Pipeline <br />= Marketing<br />Bottom Of The Pipeline <br />= Sales<br />Suspects<br />Leads<br />Prospect<br />Customer<br />81% generated exposure for my business<br />52% helped us rise in search rankings<br />35% helped me close business<br />61% increased my traffic/subscribers/opt-in list<br />56% resulted in new business partnerships<br />48% generated qualified leads<br />45% reduced my overall marketing expense<br />Social Media Industry Report 2009<br />
  54. 54. Social Media <br />Top Of The Pipeline <br />= Marketing<br />Bottom Of The Pipeline <br />= Sales<br />Target<br />Market<br />Suspects<br />Leads<br />Prospect<br />Customer<br />Monitor the market and competition<br />Create offers to close more sales<br />Attract suspects to your company/brand<br />Build community: convert suspects to prospects<br />Great Customer Service<br />Test Product concepts<br />Copyright 2010 RoadMap Marketing<br />Raise awareness/exposure.<br />
  55. 55. Copyright 2010 RoadMap Marketing<br />It all needs to work together<br />
  56. 56. Copyright 2010 RoadMap Marketing<br />
  57. 57. Copyright 2010 RoadMap Marketing<br />
  58. 58. Copyright 2010 RoadMap Marketing<br />
  59. 59. Copyright 2010 RoadMap Marketing<br />
  60. 60. Copyright 2010 RoadMap Marketing<br />Savvy Social Media Smart Steps<br />
  61. 61. What to do:<br />Your company name, Your name<br />Your key competitors<br />Key clients/prospects<br />Thought leaders, Industry and other key words<br />When to do it:<br />Annual/Quarterly: Competitive review, trends<br />Weekly: Competitive offers/products, Key client and prospect actions<br />Daily: Mentions of your company and you<br />Tools:<br />Search.Twitter.com<br />Google.com/alerts<br />Technorati.com – blog search engine<br />Copyright 2010 RoadMap Marketing<br />Monitor the market and your competition<br />
  62. 62. Copyright 2010 RoadMap Marketing<br />Test Product Concepts<br /><ul><li>What to do:
  63. 63. Offers/promotions
  64. 64. Pricing
  65. 65. Product features
  66. 66. New product ideas/enhancements
  67. 67. When to do it:
  68. 68. Create a landing page or options and track clicks/selections
  69. 69. Tools:
  70. 70. What the Trend
  71. 71. The Top 100
  72. 72. Linked In Polls
  73. 73. Facebook fan page polls and wall questions
  74. 74. Twitter questions</li></li></ul><li>Copyright 2010 RoadMap Marketing<br />Attract suspects to your company/brand<br /><ul><li>What to do:
  75. 75. Share high quality content via postings
  76. 76. LiveTweet industry events
  77. 77. Integrate articles with blog posts with tweets
  78. 78. Pass on news of your company on the media, awards, etc.
  79. 79. Webinars
  80. 80. When to do it:
  81. 81. Record live presentations, seminars
  82. 82. Tools:
  83. 83. SlideShare on Linked In
  84. 84. YouTube for speaking engagements and events
  85. 85. Include social media handles on email signature and website</li></li></ul><li>Copyright 2010 RoadMap Marketing<br />Build community: Get prospects<br /><ul><li>What to do:
  86. 86. Invite to events
  87. 87. Demonstrations on YouTube
  88. 88. Listen, Learn, Care, Serve*
  89. 89. When to do it:
  90. 90. Record live presentations, seminars
  91. 91. Tools:
  92. 92. Twellow – twitter directory where you can search for industry contacts
  93. 93. Linked in Search feature to look for contacts, connections
  94. 94. Linked In introduction feature</li></ul>* From Twitter for Dummies<br />
  95. 95. Copyright 2010 RoadMap Marketing<br />Create offers to close more sales<br /><ul><li>What to do:
  96. 96. Coupons and special discounts to FaceBook fans or Twitter followers
  97. 97. Contests/giveaways to encourage passing the word
  98. 98. When to do it:
  99. 99. Not too frequently or people will stop following
  100. 100. Tools:
  101. 101. Twitter
  102. 102. Facebook fan pages</li></li></ul><li>Copyright 2010 RoadMap Marketing<br />Great customer service<br /><ul><li>What to do:
  103. 103. Create a wiki for your FAQ or Customer Service knowledge base
  104. 104. Monitor Twitter for complaints and company mentions
  105. 105. Monitor alerts for blog and other mentions of your company
  106. 106. When to do it:
  107. 107. Respond as quickly as possible
  108. 108. Tools:
  109. 109. Twitter
  110. 110. Google Alerts</li></li></ul><li>Copyright 2010 RoadMap Marketing<br />Savvy Social Media Smart Steps<br />
  111. 111. Copyright 2010 RoadMap Marketing<br />Plan:<br />
  112. 112. Copyright 2010 RoadMap Marketing<br />Savvy Social Media Smart Steps<br />
  113. 113. Copyright 2010 RoadMap Marketing<br />Allocate Time and Money<br /><ul><li>Start-up Time:
  114. 114. Linked In: 3-4 hours
  115. 115. Twitter: 2-4 hours
  116. 116. FaceBook: 2-4 hours
  117. 117. Blogs: 2 hours
  118. 118. Daily/Weekly Updates:
  119. 119. Linked In: 1 hour /week
  120. 120. Twitter: 1 hour per day in two 30 minute sessions
  121. 121. FaceBook: 30 minutes per day
  122. 122. Blogs: 1 hour per blog post
  123. 123. Monthly upkeep:
  124. 124. to cull through friends, followers, connections: 1 hour per social media tool
  125. 125. Social Media Policy?</li></li></ul><li>Don’t Go Alone!<br />SCORE Can Help You Find The Way Ahead<br />If you’re an entrepreneur, don’t go it alone—SCORE’s more than 11,000 business experts can<br />give you real-world advice and know-how. Our counselors represent every business area. <br />Some have worked as executives at Fortune 500 companies, while others were small business<br />owners themselves.<br />Your relationship with SCORE can last just a few sessions or a number of years, based on your<br />needs. You decide the level of assistance you’d like, and SCORE will ensure that you make the<br />most of your time.<br />Copyright 2010 RoadMap Marketing<br />
  126. 126. SCORE Services<br />SCORE, a national, non-profit Association with over 11,000 volunteers in 370 chapters, is a resource partner of the US Small Business Administration (SBA). SCORE Chapter One (Washington, DC Chapter) has 50 Counselors located in D.C., Maryland and Northern Virginia.<br />SCORE offers the following services:<br /><ul><li>Low-cost workshops - listing and registration at www.scoredc.org.
  127. 127. Individual free one-on-one counseling/mentoring
  128. 128. Free onsite team visits to local businesses </li></ul>SCORE teams provide counseling to assist you to:<br /><ul><li>Increase the value of your business
  129. 129. Identify and solve operating problems
  130. 130. Recognize and capitalize on new business opportunities
  131. 131. Develop business plans
  132. 132. Find sources and qualify for financing</li></ul>Copyright 2010 RoadMap Marketing<br />
  133. 133. Check Out Other Workshops<br />Go to www.scoredc.org to find local workshop scheduled<br />Whether you want to start or grow your business, SCORE workshops <br />are a valuable way to learn more about doing business and a <br />convenient forum for networking with other business professionals <br />who can help you succeed.<br />SCORE offers more than 6,500 local business workshops each year <br />across the country. These low-cost seminars focus on important <br />small business issues, ranging from business planning and marketing <br />to Web-based retailing.<br />Copyright 2010 RoadMap Marketing<br />
  134. 134. Let’s Tweet, Friend, and Connect<br /><ul><li>jeanne@RoadMapMarketing.com
  135. 135. Sign up for our Monthly Toolkit with information and tools to help grow your Business
  136. 136. Twitter: Roadmapmarketin
  137. 137. FaceBook fan page
  138. 138. What did you find
  139. 139. Most useful
  140. 140. HoHum
  141. 141. Hungry for more</li></ul>www.RoadmapMarketing.com<br />
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