Social Media &the Savvy Small Business         © Russ Seagle, 2012.
Some Quick Stats3.146 Billion email accounts worldwide$44.45 ROI for each $1 invested in email marketing in 2011   555 ...
Social Media ProvidesA way to stay engaged, even when customers arentaroundIncredible possibilities for connecting, info...
Four Main Uses of Social Media    Expressing Tools                          Sharing Tools    Publish, comment,         ...
New Technology, Old Principles   What business need(s) do you have?         Recruit new staff? Educate customers? Introdu...
Social Media Dos and Donts                   DO                                          DONTBe consistent – dont disappea...
Facebook Rules of the Road   SOME personal information adds personality and    facilitates bonds with customers.   Getti...
Facebook Rules of the Road   Face-to-face first on Facebook (personal).   Include “Like” button on all online contact. ...
Over 4.7 million fans.Chick-fil-A offers specialsand coupons that areexclusive to Facebook.
If you allow feedback, beprepared for what you mighthear.People can be brutal!
New apps make it possible tosell directly from Facebookwithout making customers go toyour site.
Picking the Right Watering Hole    “Free for all” sites                      Professional sites    Facebook, Twitter   ...
Jeff Herrings LIFE Model   Links          To something interesting & of value          Articles, videos, photos          ...
Blogs   Create posts   Upload or embed photos and multimedia   Customize the appearance and layout   Allow comments  ...
Blogging Basics   Blogs can be lectures, seminars, or conversations.   Comment on others articles         Use your own n...
Twitter - TweetPerfect   Twitters all about what interests you.   Dont follow everyone.   Dont constantly self-promote ...
Kogi Korean BBQ To Go                                 5 trucks in L.A.                                 96,633 followers ...
LinkedIn Logic   No trolling for email addresses for future SPAM.   Join networks if asked, and ask others to join, but ...
Demographics   Google+ 40 million users worldwide. Only    6.8 million “active.”   Facebook = growing in all age    demo...
Potential Hazards   Being judged   Negative content, comments & feedback   Limited brand protection   More fights than...
Russ Seaglethebulletproofbusiness.com (Subscribe to my RSS feed)facebook.com/RussSeagle (“Like” me here!)twitter.com/russs...
Social Media for the Savvy Small Business
Social Media for the Savvy Small Business
Social Media for the Savvy Small Business
Social Media for the Savvy Small Business
Social Media for the Savvy Small Business
Social Media for the Savvy Small Business
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Social Media for the Savvy Small Business

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Presentation delivered at Mitchell Community College in Statesville, NC on February 23, 2012. An overview of social networks and how they can be used in small business marketing.

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Transcript of "Social Media for the Savvy Small Business"

  1. 1. Social Media &the Savvy Small Business © Russ Seagle, 2012.
  2. 2. Some Quick Stats3.146 Billion email accounts worldwide$44.45 ROI for each $1 invested in email marketing in 2011 555 million websites (300 million added in 2011) 2.3 billion internet users (32.7% of world population) 152 million blogs 800+ million Facebook users (As big as the Internet, 2004) 225 million Twitter users 2 01.4 billion videos viewed online each month Stats courtesy of Royal.Pingdom.com
  3. 3. Social Media ProvidesA way to stay engaged, even when customers arentaroundIncredible possibilities for connecting, informing, learning,demonstrating and selling Development of meaningful customer relationships A way to remain transparent before your customers A pathway for (honest) feedback, good & bad © Russ Seagle, 2012.
  4. 4. Four Main Uses of Social Media Expressing Tools  Sharing Tools Publish, comment,  Publish & share content discuss  Video, photos, links, Blogs, wikis, microblogs recommendations Blogger, Twitter  YouTube, Flickr, Yelp Networking Tools  Entertainment Search, connect, interact Tools Niche networks, BtoB  Social & casual games Classmates, Facebook,  Integrate social media LinkedIn  Pogo, Words With © Russ Seagle, 2012. Friends
  5. 5. New Technology, Old Principles What business need(s) do you have? Recruit new staff? Educate customers? Introduce new products/services? Converse with customers? Whose attention are you trying to get? Existing customers? Prospects? Colleagues? What sites do you want to take on? Everyone isnt everywhere Who will manage your efforts? Who will have access? © Russ Seagle, 2012.
  6. 6. Social Media Dos and Donts DO DONTBe consistent – dont disappear SPAM your communityBe consistent – dont forsake your brand Get in peoples facesFollow the conversation – and get Try to do too much too fastinvolved Mix personal and businessBe professional Get defensiveChoose administrators carefully Submit press releases (those are for thePost different types of content papers)Invite feedback and comments Post borrowed content without permission and attributionShow up in more than one space Overstay your welcomeUse the power of The List QuitBe open to criticism © Russ Seagle, 2012.
  7. 7. Facebook Rules of the Road SOME personal information adds personality and facilitates bonds with customers. Getting TOO personal is a turn-off! Keep business and personal separate. Share information of value. Dont waste their time & risk being “hidden,” “unfriended,” or “disliked.” Can include links, photos, videos, slide shows, and presentations. No frivolity. Professionalism always! Be relevant. Keep moving forward. Dont be stale & boring. Dont get stuck in “SELL” mode. © Russ Seagle, 2012.
  8. 8. Facebook Rules of the Road Face-to-face first on Facebook (personal). Include “Like” button on all online contact. When in Rome, do as the Romans do. If you put it out there, its out there! Dont “poke” or otherwise irritate. Ask once, then back off. Dont establish unrealistic expectations. Be personable, but dont make it personal, and dont take things personally. © Russ Seagle, 2012.
  9. 9. Over 4.7 million fans.Chick-fil-A offers specialsand coupons that areexclusive to Facebook.
  10. 10. If you allow feedback, beprepared for what you mighthear.People can be brutal!
  11. 11. New apps make it possible tosell directly from Facebookwithout making customers go toyour site.
  12. 12. Picking the Right Watering Hole “Free for all” sites  Professional sites Facebook, Twitter  LinkedIn, FastPitch, Plaxo Good for connecting, sharing  Good for contacting, updating, recruiting, “rolodexing” Industry-specific  Need/want-specific Connect, narrow service  Connect, prospect, searches inform I-Meet for event planners  Fetlife for BDSM “enthusiasts” (approx. 500,000 members) © Russ Seagle, 2012.
  13. 13. Jeff Herrings LIFE Model Links To something interesting & of value Articles, videos, photos Yours or someone elses (spread the love!) Information Spread good will Educate & update Fun Share something humorous Events Sales, special buy-ins, clinics, extended hours, trunk shows, in-house design consultations, YOU NAME IT!
  14. 14. Blogs Create posts Upload or embed photos and multimedia Customize the appearance and layout Allow comments Allow guest bloggers to contribute Publish RSS feeds; invite followers Add tools & widgets to make your blog productive Tie your blog to your other sites © Russ Seagle, 2012.
  15. 15. Blogging Basics Blogs can be lectures, seminars, or conversations. Comment on others articles Use your own name, not the business name Dont use content from others without attribution Dont request a link exchange from sites not relevant to yours or your customers. Dont write anything that would tarnish the image of another Be real. Write the way you speak. Be yourself. © Russ Seagle, 2012.
  16. 16. Twitter - TweetPerfect Twitters all about what interests you. Dont follow everyone. Dont constantly self-promote and feed your ego. Limit tweets to small numbers, large value. Dont request that people Retweet your Tweets. Add some personality – dress up your Twitter page. Do more than just stream your blog feed No personal conversations. Its not a chat room. No SPAM!!! © Russ Seagle, 2012.
  17. 17. Kogi Korean BBQ To Go  5 trucks in L.A.  96,633 followers on Twitter  500 people in line!  Followers “Retweet”  Phone photos forwarded to friends  Also on Flickr, Facebook, YouTube, Local & National News © Russ Seagle, 2012.
  18. 18. LinkedIn Logic No trolling for email addresses for future SPAM. Join networks if asked, and ask others to join, but dont request endorsements if you dont know them or didnt do a good job while you were there. DO join groups of relevance Engage in discussions; toss in your two cents Post discussion questions & get feedback from others. Reply to these inputs. Make your profile as complete as possible (100%). © Russ Seagle, 2012.
  19. 19. Demographics Google+ 40 million users worldwide. Only 6.8 million “active.” Facebook = growing in all age demographics Fastest growing segment age 25+ YouTube watchers generally between 18-55 LinkedIn = 25-55, professional © Russ Seagle, 2012.
  20. 20. Potential Hazards Being judged Negative content, comments & feedback Limited brand protection More fights than you have fists Must be comfortable with openness Be willing to offer a counterbalance © Russ Seagle, 2012.
  21. 21. Russ Seaglethebulletproofbusiness.com (Subscribe to my RSS feed)facebook.com/RussSeagle (“Like” me here!)twitter.com/russseagle (Follow me. I wont bite.)linkedin.com/in/russseagle (Join my network – its great)russ@seagleconsulting.com (Yep, I still use email, too.)828-269-1776 (or just call if its really important)
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