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