AIM Custom Media Presentation by Greg Magnus - Social Networking March 9, 2011


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AIM Custom Media
Presentation by Greg Magnus - Social Networking SCORE & SBA Workshop - March 9, 2011

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AIM Custom Media Presentation by Greg Magnus - Social Networking March 9, 2011

  1. 1. Social Media – Business Marketing Essentials<br />Richmond SCORE<br /><br />Greg Magnus<br />Custom PublisherAIM Custom Media,<br />
  2. 2. Social Media – Business Marketing Essentials<br />Outline<br /><ul><li>Why use social media to grow your business?
  3. 3. Planning: creating a social media marketing plan
  4. 4. Essential steps for success
  5. 5. Strategy and Tactics: Creating a meaningful presence, establishing networks, pinpointing communities and engaging target markets
  6. 6. Top social media sites, tools of the trade
  7. 7. Maximizing your ROI</li></li></ul><li>Why social media?<br />A quick look at the numbers (Facebook stats):<br /><ul><li>More than 500 million users will log on to Facebook today
  8. 8. 50% of active users log on to Facebook in any given day
  9. 9. About 70% of users are outside the U.S.
  10. 10. Average user: 130 FB friends, creates 90 pieces of content per month
  11. 11. Mobile devices: more than 200 million active users; mobile users are twice as active</li></li></ul><li>Why social media?<br />Social Networking - One of Web’s Top Activities in 2010<br />9 out of every 10 U.S. Internet users visit a social networking site each month. And, Facebook takes the lead on engagement <br /> - comScore 2010 US Digital Year in Review<br />Facebook is attracting an ever-increasing share of total time spent online. <br />In the past year, Facebook has surpassed each of the top three largest <br />web properties, capturing the #1 ranking by time spent in August 2010. <br />RESOURCES: |<br />
  12. 12. Planning – Purpose is Critical<br />You have a unique purpose and that purpose is used to develop an overall “social networking theme.” A theme helps you develop a plan.<br />What is the purpose of your campaign? What are your goals?<br /><ul><li> In 2-3 paragraphs, define your unique purpose and goals.
  13. 13. What is it about your purpose that brings emotional gratification to your target market? What is your Unique Selling Proposition (USP).
  14. 14. Create a theme: branding, education, relationship building, referrals, direct sales of products or services online, etc.
  15. 15. Define the demographic characteristics of your target market</li></ul>Your purpose combined with your target market defines where you spend your time and resources WRT social networking. <br />
  16. 16. Planning (cont.)<br />Resources and Skills<br /><ul><li>Successful social networking for business requires you to publish content relevant to your target market; think like a “publisher”
  17. 17. Create a “keyword list” for your content
  18. 18. Content: profiles, comments, reviews, testimonials, articles, PR, coupons, web pages, email newsletters, etc.
  19. 19. Prepare your graphics in advance (images, photos, videos) that reflect your theme
  20. 20. MOST IMPORTANT! - Build & refine your contact list (contact management, blog & newsletter subscribers, FB contacts, LinkedIn contacts, Outlook/gmail/Yahoo/etc. email database)</li></ul>Use high “search volume keywords” specific to your industry and target market: <br /><ul><li> Google AdSense
  21. 21.</li></li></ul><li>Biz Owner: Should you do it yourself?<br />Considerations:<br /><ul><li>Social networking successfully requires marketing savvy
  22. 22. A basic knowledge of computer programming significantly increases your ability to leverage technology
  23. 23. Graphic design capabilities, copy writing for developing your content, IT skills often needed for database management (email marketing, contact list)
  24. 24. Social Networking, executed correctly, yields excellent returns but requires time and time is money in business
  25. 25. Based on experience, small biz owners and entrepreneurs can easily spend over 24-30 hours per month on each site</li></li></ul><li>
  26. 26. Steps to Success<br />Implementation<br />Create a Strong Presence (profiles)<br />Reach (create a network)<br />Engage (build & nurture relationships)<br />Persistence (work your plan)<br /><br /><br /><br />
  27. 27. Social Media – Best Practices For Success<br />Steps to Success<br /><ul><li>Create and/or refine your “profiles” on the top 3 social media sites:
  28. 28. Facebook | twitter | LinkedIn
  29. 29. Consider “niche” sites, which are less competitive and can be very effective:
  30. 30. Plaxo | Fast Pitch | Merchant Circle | Biznik
  31. 31. Niche community sites are filled with small business owners dedicated to helping each other succeed. There are numerous “niche communities”</li></li></ul><li>Social Media – Best Practices For Success (cont.)<br /><ul><li>Create a custom Facebook business page (fan pages)
  32. 32. Join groups already populated by your target market; focus on those that are consistent with your theme
  33. 33. Learn how to use “applications” on LinkedIn and Facebook or outsource this task (key to leveraging tech)
  34. 34. Build your presence using applications and save time (RSS feeds, friend feed, twitter feeds, etc.)
  35. 35. Upload your contact lists and build your network</li></li></ul><li>Social Media – Best Practices For Success (cont.)<br /><ul><li>Create a custom Facebook business page (fan pages)
  36. 36. Tools of the trade:
  37. 37. (link tracking)
  38. 38. (leverage content)
  39. 39.
  40. 40. WordPress blog (recommended)
  41. 41. Share This, Add this, etc. (encourage sharing)
  42. 42. Evaluation Tools: Hub Spot's</li></li></ul><li>Social Networking<br />Do<br /><ul><li>Spend a lot of time on your profiles (theme, keywords)
  43. 43. Answer and pose questions consistent with your theme
  44. 44. Indicate that you work for a company
  45. 45. Provide only useful info to your target market in a manner that leverages online technology</li></ul>Don't<br /><ul><li>Waste a lot of productive - revenue generating time – on ineffective, non-profitable activities such as responding to people that you know are NOT within your target market or linked to your prospects; stick to you plan and your theme
  46. 46. Sound like a sales person or a constant press release</li></li></ul><li>Facebook Posting - Tips<br /><ul><li>Research suggests that the best time to post is mornings and weekends; apparently, there are more active users on Facebook during these times.
  47. 47. In general, every other day is a good frequency for posting.
  48. 48. Topics that include “Facebook” are more frequently shared than most other topics. People like to talk about Facebook on Facebook.
  49. 49. Incorporating current events & popular news topics into your posts generally increases sharing of information while, at the same time, it engages more of your fans. Consider finding ways to integrate popular topics into your wall posts. For example, Lady Gaga during a Grammy show, etc.
  50. 50. Facebook is now using algorithms to rate the importance of content added to your wall. Page wall posts are no longer listed in chronological order. More emphasis is being placed on “interactions” with friends/fans. Therefore, it is more important than ever to focus on content that makes others want to respond, share, etc.</li></li></ul><li>Tools and Tips<br />More:<br /><ul><li>
  51. 51.
  52. 52.
  53. 53. StumbleUpon – use to build traffic</li></li></ul><li>Questions<br />Frequently asked:<br /><ul><li>What are the best social media sites?
  54. 54. Budget requirements?
  55. 55. What's the ROI?</li></li></ul><li>Thanks for Attending!<br /><ul><li> Richmond
  56. 56. National SCORE Blogger Ask an Expert Blogger
  57. 57. Greg Magnus AIM Custom</li></li></ul><li>Looking Forward...<br />A new generation, steeped in the rules and habits of the digital age, is entering the workforce in large numbers, and will soon make up the majority of employees in every company. <br />How this generation – as well as older workers – uses social media such as Facebook, LinkedIn and Twitter to stay in touch with others has increased exponentially in just a few years. It is a phenomenon that is rapidly transforming the world of work.<br />Reference: Manpower Research reports are available at:<br />