Savvy Social Media 2
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Savvy Social Media 2

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Presentation February 18, 2010...

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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    Savvy Social Media 2 Savvy Social Media 2 Presentation Transcript

    • SCORE
      Arlington Economic Development
      Savvy Use of Social Media for Business Owners
      Jeanne Rossomme, President
      jeanne@RoadMapMarketing.com
      www.RoadMapMarketing.com
      202-257-0663
    • Copyright 2010 RoadMap Marketing
      Your feelings about Social Media?
    • Copyright 2010 RoadMap Marketing
      Why Social Media is a great tool for you:
      Spend time rather than $
      You already are your brand/business
      You already directly connect with customers
      Efficient way to network
      Access to larger companies, press, networks
      Democratic: based on client opinions rather than media spend
      * Social Media Marketing Industry Report March 2009
    • Copyright 2010 RoadMap Marketing
      Biggest Mistakes Marketers Make with Social Media:
      I must be behind! Everyone is doing it.
      72% of marketers have either just started or have been using Social media for only a few months.
      They underestimate the investment.
      64% of marketers are invested 5+ hours and 39% 10+ hours per week
      Those reported sales effects have been using Social Media for years and investing 16+ hours per week
      They overestimate the impact on sales.
      They have no clear objectives, goals or plan
      Social Media doesn’t “go” anywhere
      Social Media Marketing Industry Report 2009
    • Copyright 2010 RoadMap Marketing
      Top 10 Social Media Marketing Questions*
      What are the best tactics to use?
      How do I measure effectiveness?
      Where do I start?
      How do I manage the social balance?
      What are the best sites and tools?
      How do I make the most of my time?
      How do I focus my efforts on my target audience?
      How do I convert my social media marketing efforts into tangible results?
      How do I cohesively tie different social media efforts together?
      Does social media marketing work, and if so, how effective is it?
      * Social Media Marketing Industry Report March 2009
    • Copyright 2010 RoadMap Marketing
      What will you leave with today?
      Social Media demystified
      You are the driver, not the latest tech trend
      How Social Media can help your business
      5 Smart steps to start and be successful
    • Copyright 2010 RoadMap Marketing
      Savvy Social Media Smart Steps
    • Copyright 2010 RoadMap Marketing
      Savvy Social Media Smart Steps
    • Copyright 2010 RoadMap Marketing
      Commonly Used Social Media Tools
      http://namechk.com/- to see what names are available across other networks
      Social Media Industry Report 2009
    • Copyright 2010 RoadMap Marketing
      • 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/
    • Copyright 2010 RoadMap Marketing
      • Hub (stand-alone or part of company website) for others to read and interact with your postings
      • 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/
    • Copyright 2010 RoadMap Marketing
      The First Steps:
      Step 1: Join LinkedIn and complete your profile.
      Step 2: Find contacts who are already on LinkedIn.
      Step 3: Give and solicit recommendations within your network
      Step 4: Pose questions and answer others’ questions in the LinkedIn Answers
      Step 5: Find or create LinkedIn Groups.
      Step 6: Use the new LinkedIn Applications to further enhance your profile.
      • Tools:
      • 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
    • Copyright 2010 RoadMap Marketing
      • Terms:
      • Company fan page
      • Wall post
      • Fans
      • Tools:
      • Insights feature
      • Measures: number of fans, interaction with wall posts, response to special offers, links from FB to your website
      • Resources: http://pegcorwin.com/2009/01/34-links-on-how-to-promote-your-small-business-on-facebook/
    • Copyright 2010 RoadMap Marketing
      • Topics:
      • How-to or demonstration
      • Provocative topics
      • Humorous
      • Events
      • Measures: Views, Votes, links from YouTube to website, search ranking
      • Resources: YouTube Handbook
    • Copyright 2010 RoadMap Marketing
    • Copyright 2010 RoadMap Marketing
      Savvy Social Media Smart Steps
    • Copyright 2010 RoadMap Marketing
      Social Media: part of your marketing mix
    • Social Media is most effective at the top of the sales pipeline
      Target
      Market
      Top Of The Pipeline
      = Marketing
      Bottom Of The Pipeline
      = Sales
      Suspects
      Leads
      Prospect
      Customer
      81% generated exposure for my business
      52% helped us rise in search rankings
      35% helped me close business
      61% increased my traffic/subscribers/opt-in list
      56% resulted in new business partnerships
      48% generated qualified leads
      45% reduced my overall marketing expense
      Social Media Industry Report 2009
    • Social Media
      Top Of The Pipeline
      = Marketing
      Bottom Of The Pipeline
      = Sales
      Target
      Market
      Suspects
      Leads
      Prospect
      Customer
      Monitor the market and competition
      Create offers to close more sales
      Attract suspects to your company/brand
      Build community: convert suspects to prospects
      Great Customer Service
      Test Product concepts
      Copyright 2010 RoadMap Marketing
      Raise awareness/exposure.
    • Copyright 2010 RoadMap Marketing
      It all needs to work together
    • Copyright 2010 RoadMap Marketing
    • Copyright 2010 RoadMap Marketing
    • Copyright 2010 RoadMap Marketing
    • Copyright 2010 RoadMap Marketing
    • Copyright 2010 RoadMap Marketing
      Savvy Social Media Smart Steps
    • What to do:
      Your company name, Your name
      Your key competitors
      Key clients/prospects
      Thought leaders, Industry and other key words
      When to do it:
      Annual/Quarterly: Competitive review, trends
      Weekly: Competitive offers/products, Key client and prospect actions
      Daily: Mentions of your company and you
      Tools:
      Search.Twitter.com
      Google.com/alerts
      Technorati.com – blog search engine
      Copyright 2010 RoadMap Marketing
      Monitor the market and your competition
    • Copyright 2010 RoadMap Marketing
      Test Product Concepts
      • What to do:
      • Offers/promotions
      • Pricing
      • Product features
      • New product ideas/enhancements
      • When to do it:
      • Create a landing page or options and track clicks/selections
      • Tools:
      • What the Trend
      • The Top 100
      • Linked In Polls
      • Facebook fan page polls and wall questions
      • Twitter questions
    • Copyright 2010 RoadMap Marketing
      Attract suspects to your company/brand
      • What to do:
      • Share high quality content via postings
      • LiveTweet industry events
      • Integrate articles with blog posts with tweets
      • Pass on news of your company on the media, awards, etc.
      • Webinars
      • When to do it:
      • Record live presentations, seminars
      • Tools:
      • SlideShare on Linked In
      • YouTube for speaking engagements and events
      • Include social media handles on email signature and website
    • Copyright 2010 RoadMap Marketing
      Build community: Get prospects
      • What to do:
      • Invite to events
      • Demonstrations on YouTube
      • Listen, Learn, Care, Serve*
      • When to do it:
      • Record live presentations, seminars
      • Tools:
      • Twellow – twitter directory where you can search for industry contacts
      • Linked in Search feature to look for contacts, connections
      • Linked In introduction feature
      * From Twitter for Dummies
    • Copyright 2010 RoadMap Marketing
      Create offers to close more sales
      • What to do:
      • Coupons and special discounts to FaceBook fans or Twitter followers
      • Contests/giveaways to encourage passing the word
      • When to do it:
      • Not too frequently or people will stop following
      • Tools:
      • Twitter
      • Facebook fan pages
    • Copyright 2010 RoadMap Marketing
      Great customer service
      • What to do:
      • Create a wiki for your FAQ or Customer Service knowledge base
      • Monitor Twitter for complaints and company mentions
      • Monitor alerts for blog and other mentions of your company
      • When to do it:
      • Respond as quickly as possible
      • Tools:
      • Twitter
      • Google Alerts
    • Copyright 2010 RoadMap Marketing
      Savvy Social Media Smart Steps
    • Copyright 2010 RoadMap Marketing
      Plan:
    • Copyright 2010 RoadMap Marketing
      Savvy Social Media Smart Steps
    • Copyright 2010 RoadMap Marketing
      Allocate Time and Money
      • Start-up Time:
      • Linked In: 3-4 hours
      • Twitter: 2-4 hours
      • FaceBook: 2-4 hours
      • Blogs: 2 hours
      • Daily/Weekly Updates:
      • Linked In: 1 hour /week
      • Twitter: 1 hour per day in two 30 minute sessions
      • FaceBook: 30 minutes per day
      • Blogs: 1 hour per blog post
      • Monthly upkeep:
      • to cull through friends, followers, connections: 1 hour per social media tool
      • Social Media Policy?
    • Don’t Go Alone!
      SCORE Can Help You Find The Way Ahead
      If you’re an entrepreneur, don’t go it alone—SCORE’s more than 11,000 business experts can
      give you real-world advice and know-how. Our counselors represent every business area.
      Some have worked as executives at Fortune 500 companies, while others were small business
      owners themselves.
      Your relationship with SCORE can last just a few sessions or a number of years, based on your
      needs. You decide the level of assistance you’d like, and SCORE will ensure that you make the
      most of your time.
      Copyright 2010 RoadMap Marketing
    • SCORE Services
      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.
      SCORE offers the following services:
      • Low-cost workshops - listing and registration at www.scoredc.org.
      • Individual free one-on-one counseling/mentoring
      • Free onsite team visits to local businesses
      SCORE teams provide counseling to assist you to:
      • Increase the value of your business
      • Identify and solve operating problems
      • Recognize and capitalize on new business opportunities
      • Develop business plans
      • Find sources and qualify for financing
      Copyright 2010 RoadMap Marketing
    • Check Out Other Workshops
      Go to www.scoredc.org to find local workshop scheduled
      Whether you want to start or grow your business, SCORE workshops
      are a valuable way to learn more about doing business and a
      convenient forum for networking with other business professionals
      who can help you succeed.
      SCORE offers more than 6,500 local business workshops each year
      across the country. These low-cost seminars focus on important
      small business issues, ranging from business planning and marketing
      to Web-based retailing.
      Copyright 2010 RoadMap Marketing
    • Let’s Tweet, Friend, and Connect
      • jeanne@RoadMapMarketing.com
      • Sign up for our Monthly Toolkit with information and tools to help grow your Business
      • Twitter: Roadmapmarketin
      • FaceBook fan page
      • What did you find
      • Most useful
      • HoHum
      • Hungry for more
      www.RoadmapMarketing.com