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Social Media Marketing 101 - Sigma College of Small Business


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Be Better at Business! …

Be Better at Business!
With a billion users its hard to ignore social media as a critical part of your marketing plan. This presentation provides an overview of the basic strategies, tools and techniques for integrating social media into your markeitng strategy.

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  • 1. Social Media Marketing 101 Provided by Sigma College of Small Business, Inc.
  • 2. What is  Social Media ?What is “Social Media”?Networking Online• Making New Contacts • Utilizing Online Tools• Building Relationships Building Relationships – Blogs – Adding Value – Social Sites (Facebook) – Trust and Credibility – Micro Blogs (Twitter) – Email• Leveraging the Network h k – Aggregation sites – Business – Entertainment • Benefits – Charity – Audience Reach – Interactivity – Flexibility Social Media Marketing 101 2 Copyright 2012 Sigma College of Small Business, Inc.
  • 3. Why Social Media for Business?Why Social Media for Business?• Communication Channel – Flexible Communication – Incredible Reach – High Interactivity• How does it equate to revenue? – Direct Revenue • Ads, products and subscriptions – Indirect Revenue • Generate leads and referrals – Build Attitude, Trust and Credibility• Monitor and Manage the Brand – Customer service – Public relations ub c e at o s Social Media Marketing 101 3 Copyright 2012 Sigma College of Small Business, Inc.
  • 4. The Value of Networking The Value of Networking• Making ONE solid Making ONE solid  connection YOU Networking  Contact• Links you to HUNDREDS  of potential connections Social Media Marketing 101 4 Copyright 2012 Sigma College of Small Business, Inc.
  • 5. The Value of Online Social NetworkingThe Value of Online Social Networking • Links you to THOUSANDS of  p potential customers….Repeatedly! p y• Making ONE solid  connection Networking YOU Contact Contacts are  “Opt‐In”!!! Social Media Marketing 101 5 Copyright 2012 Sigma College of Small Business, Inc.
  • 6. Start Here!Cash Cheap, Time ExpensiveC h Ch i i Social Media Marketing 101 6 Copyright 2012 Sigma College of Small Business, Inc.
  • 7. Aliza Sherman, Web Worker Daily Social Media Marketing 101 7 Copyright 2012 Sigma College of Small Business, Inc.
  • 8. Nothing NewMarketing BasicsAudience Objectives• Segment the Market • Awareness – Geographic – Change level of awareness – Demographic – Psychographic • Attitude – Behavioral – Modify audience perception• Priorities and Needs o t es a d eeds • Behavior• Buying Behavior – Generate specific actionMessage Show Value Differentiate Close Social Media Marketing 101 8 Copyright 2012 Sigma College of Small Business, Inc.
  • 9. The Social Media ProcessThe Social Media Process The Social  The Social Set Up  Set Up Add Value  Add Value Media Plan Accounts with Content • Audience,  • Choosing the  • Sticking to the  Objectives,  right titles, URLs,  message Message email and  • Frequency and  • Choosing the  usernames Timing Right Tools Ri ht T l • Li ki Linking accountst •MMessage Mix Mi • RESOURCES • Using Social  • The Media  • Integrated with  Media Tools Calendar Marketing  Marketing • Campaigns Campaigns,  Message connecting and  interacting Social Media Marketing 101 9 Copyright 2012 Sigma College of Small Business, Inc.
  • 10. Social Media Tools Social Media ToolsPrimary Tools Accessories• Social Networks • Email – Facebook, LinkedIn, MySpace,  • Web Site Meet‐up ee up • A Aggregation Tools i T l• Content Sites – Hootsuite, TweetDeck,  – YouTube, SlideShare, Ustream FacebookConnect• “Status” Networks • Bookmarking – Twitter, Foursquare – Delicious• Blogs – Shareaholic Social Media Marketing 101 10 Copyright 2012 Sigma College of Small Business, Inc.
  • 11. Facebook• Primary Marketing Objectives – Broadcast Advertising to build brand – Information Resource Site• Friend Page – Personal page – Friends d • Can see personal info and posts of friends and their friends • “Like” a business fan page to see their content on your news feed• Fan Page Fan Page – Business or organization page • Admin has personal account – Fans “Like” your page • Can only see fan page • Can’t see Admin personal page or other fan info The GOAL is to get your fans to share your message across their network! g y f y g Social Media Marketing 101 11 Copyright 2012 Sigma College of Small Business, Inc.
  • 12. Why do They FollowWhy do They Follow1. 40% want to receive discounts and promotions2.2 37% want to show support for the brand/company 37% want to show support for the brand/company3. 36% hope (want) to get free samples, a coupon (a.k.a. freebies)4. 34% want to stay informed about the activities of the company5. 33% want to get updates on future products6. 30% want to get updates and information on future sales7.7 27% like to get fun and entertainment out of it 27% like to get fun and entertainment out of it8. 25% want to get access to exclusive content9. 22% mentioned they were referred by someone to follow this  brand/company10. 21% want just to learn more about the company The top‐10 reasons why consumers follow a company on Facebook Posted January 11, 2011 by Ralph Paglia‐10‐reasons‐why‐consumers‐following‐company‐facebook Social Media Marketing 101 12 Copyright 2012 Sigma College of Small Business, Inc.
  • 13. LinkedIn• Primary Marketing Objective Primary Marketing Objective – Relationship Selling• More Professional, Career Site , – Connections and Links – Access people through direct connections• Complete Profile l fl – History of jobs is searchable – Recommendations• Business Page – People can link to your business p y Social Media Marketing 101 13 Copyright 2012 Sigma College of Small Business, Inc.
  • 14. TwitterBe Relevant in 140 Characters• Primary Marketing Objective – Attitude Improvement – Reach• “Followers” Followers – Not as personal as Facebook – Easy to un‐follow – Use “Lists”• “Tweet” your Message• Replies and Re‐tweets Replies and Re tweets – Important part of being effective – Build Credibility – Add Value Social Media Marketing 101 14 Copyright 2012 Sigma College of Small Business, Inc.
  • 15. Blogging• Primary Marketing Objective – Attitude – Expertise and Credibility – “The Draw” – Content that draws people• Content and linking – Provides searchable content that is updated d h bl h d d – Value of content drives traffic • Use to build expertise and credibility – Link back to yours and network sites Link back to yours and network sites• Personal or company blog – Who do you want to brand• Free v Hosted Free v. Hosted – Free good for content – Hosted recommended for more interactive blog Social Media Marketing 101 15 Copyright 2012 Sigma College of Small Business, Inc.
  • 16. Setting Up Accounts g p • What and Who are  You Promoting – Business v. Personal l – Company or Product Brand • Titles, URLs, Usernames and emails – Identifiable to you or company Identifiable to you or company – Short and concise – Common across media • Setup Accounts – Setup username in all potential accounts • Reserves even if immediate use is unlikely • Customize to Brand • Initial Entries Initial Entries – About, Introduction, First Article – Recent “Writings” • Linking Accounts Social Media Marketing 101 16Copyright 2012 Sigma College of Small Business, Inc.
  • 17. The Social Media CalendarThe Social Media Calendar• Build consistent, credible messaging , g g• List “post‐worthy” events and information – Events, products, community, education – Create campaigns• Set number of associated posts and base  message• Write posts – Write out the actual post with any links p y – Adjust timing • Schedule and post Social Media Marketing 101 17 Copyright 2012 Sigma College of Small Business, Inc.
  • 18. Social Media ToolsSocial Media Tools• Aggregators – Manage multiple streams – See and post to Twitter See and post to Twitter,  Facebook, LinkedIn, etc… – Tweetdeck Hootsuite Tweetdeck, Hootsuite – Schedule functionality• Share Tools Share Tools – Add social links to web site Social Media Marketing 101 18 Copyright 2012 Sigma College of Small Business, Inc.
  • 19. Social Media Marketing 101Social Media Marketing 101• Social Media is a Very Effective Marketing Tool Social Media is a Very Effective Marketing Tool• Build it into Your Marketing Plan – Audience Objectives Message Audience, Objectives, Message – Plan the time and resources – Use the best tools for your business Use the best tools for your business• Interact and Communicate – Comment Retweet Reply Comment, Retweet, Reply Social Media Marketing 101 19 Copyright 2012 Sigma College of Small Business, Inc.