© 2014 Penheel Marketing
Using Social Media Effectively
Tipsfor Smalland New BusinessOwners
By: Becky Livingston
President...
© 2014 Penheel Marketing
About Me
Becky Livingston
 Owner Penheel Marketing
 25+ years of marketing and
technology exper...
© 2014 Penheel Marketing
© 2014 Penheel Marketing
What is social media marketing?
Social media marketing is a recent component of
organizations' in...
© 2014 Penheel Marketing
The Process
© 2014 Becky Livingston
Know Create Engage Manage Report
Why are you
doing this?
• Ke...
© 2014 Penheel Marketing
Top 5 Platforms
1. Facebook
2. Twitter
3. Pinterest
4. LinkedIn
5. Google Plus
We will also talk ...
© 2014 Penheel Marketing
How to choose the platform?
• Choose the most suitable platform by media type.
• Go where your au...
© 2014 Penheel Marketing
What Works Where
© 2014 Penheel Marketing
Is your target here?
When thinking about a social
media platform, knowing
where your customers ar...
© 2014 Penheel Marketing
Goals Social Media Helps You
Achieve
Source: Woodwing.com
0 10 20 30 40 50 60 70 80
Other
We don'...
© 2014 Penheel Marketing
FB - Example
https://www.facebook.com/Volvo
© 2014 Penheel Marketing
FB Take Aways
• Use the URL in the update rather than in the preview box
and add a photo
• Post p...
© 2014 Penheel Marketing
Twitter Example
https://twitter.com/nytimes
© 2014 Penheel Marketing
Twitter Take Aways
• Know the best day to Tweet (not Wed/Thurs)
• Tweet between 8 a.m. – 7 p.m.
•...
© 2014 Penheel Marketing
Pinterest Example
http://pinterest.com/wholefoods/sweet-tooth/
© 2014 Penheel Marketing
Pinterest Take Aways
• Drive traffic back to your content
• Showcase your expertise
• Let your pe...
© 2014 Penheel Marketing
LinkedIn Example
http://www.linkedin.com/company/hubspot
© 2014 Penheel Marketing
LinkedIn Take Aways
• Develop a campaign
• Create leads
• Cross promote
• Engage your audience
TI...
© 2014 Penheel Marketing
Google Plus Goals
• What do you want to accomplish – leads, engagement,
education?
• Do you want ...
© 2014 Penheel Marketing
Google Plus Example
https://plus.google.com/+AngryBirds/posts
Colorful
Share videos
Funny
© 2014 Penheel Marketing
Google Plus Take Aways
• Leverage for exclusives.
• Record video to share.
• It’s tied to other G...
© 2014 Penheel Marketing
Social Media Workflow
Source: Digital Strategist
© 2014 Penheel Marketing
Social Media Workflow, cont.
© 2014 Penheel Marketing
Daily Posting Schedule
© 2014 Penheel Marketing
Social Media Getting Started
Checklist
 Determine the Social Media network
 Identify and write ...
© 2014 Penheel Marketing
Who is Penheel Marketing?
Social media and digital marketing consulting firm for CPA firms, small...
Using Social Media Effectively - Tips for Small and New Business Owners
Upcoming SlideShare
Loading in...5
×

Using Social Media Effectively - Tips for Small and New Business Owners

301

Published on

This deck offers a high-level overview of social media for small or new business owners looking to increase their online engagement with customers and leads. Tips and tools are shared, as well as guides on how to choose the right platform for your business.

0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
301
On Slideshare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
4
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide
  • Is this how you feel when thinking about social media? So much noise. No place to focus your energy. What the heck is that platform and why do I need it?
  • For the dog lovers among us…here is social media explained in dog terms.
  • Know. Know why you want to do this in the first place. Know the key objectives you want to accomplish with social media. Know the niche audience you serve and niche solutions you provide. What are you all about? Know your target market. And, know what your competition is doing in this space.

    Create. Create an online value that is real for your customers and those you connect with. Why would they want to to connect with you and what do you provide as far as content that is valuable.

    Engage with others. Avoid just putting things out there. Comment. Connect. Retweet. Share. Like and all those things social allows you to do – be social.

    Manage. You must manage the social relationship to build on the success. Posting and ignoring is not going to work. Managing the relationships, time, and your firm’s reputation is just as important online as it is offline.

    Report. If you are not measuring social media success, and monitoring it via reporting, how do you know when you’ve been successful. Track, monitor and report on a monthly basis. Align that information with overall firm goals, such as lead generation, revenue, and marketing efforts.

  • Here are the Top 5 Social Platforms we’ll be talking most about over the next three sessions.
  • Image from http://socialmediatoday.com/node/1648356

    To help you understand what to post on these various social media sites, this infographic  explains which types of media are most suitable for each social media platform. The infographic breaks down the relevance of photo, video, article, and text posts for each site to help you determine which types of posts will most likely resonate best with your target demographic.
  • Image from http://socialmediatoday.com/node/1648356

    If your main objective for social media is to reach the largest community, you will definitely want to focus on Facebook. But, don’t forget that a large community does not mean an engaged community or a community of potential customers. Try not to focus only on the size of the community, but also on the potential to convert those community members into customers or brand advocates. This infographic details the age, gender, education, and income demographic information for each platform to help you determine which ones most closely match that of your target demographic.
  • When thinking about social media in your marketing efforts, it’s important to remember the elements or goals social media actually helps with. Here are some insights into why so many people use social media as a mouthpiece for their content.
  • Since joining Facebook in 2009 Volvo have achieved nearly 850,000 likes.
    Obviously they are a big brand name and would have lots of money to invest in Facebook promotion however they are still a good example of a page working well. They would mainly be a B2C page; however for fleet cars they could be B2B as well but on a much smaller scale in this respect

    They post 1 to 2 daily updates and on some odd days they do nothing.

    Their main focus is advertising their cars which kind of speak for themselves, attracting all the Volvo fans out there to get chatting about them.

    They upload a picture and include the URL in the status update, thus providing a picture to draw you in and then you can click on the link for further information. The other advantage to this is that Facebook sees it as a picture which they like plus a status update without the preview link – again something Facebook is liking these days.

    The pictures are stunning and of high definition so people will share them. There isn’t much interaction from Volvo with comments however the fans comment within themselves and there are lots of shares and likes, thus promoting the page organically. All Volvo have to do is put up new pictures and away it goes – easy!
  • Look how many people the NY Times is following compared to the number of followers.

    Also if you visit their page, their branding is the same as their website masthead.

    They post updates several times per hour when news calls for it.
  • It’s tough to find a company with a presence on LinkedIn making better use of the LinkedIn company page than HubSpot. HubSpot has been quite successful in generating a consistent flow of leads for their software product through their LinkedIn company page!

    What HubSpot has done so well is determine which types of marketing offers work best to generate business leads from their LinkedIn company page.

    For example, under the Products/Services tab, you’ll find marketing offers for a free demo of the software and some free educational materials (ebooks) related to utilizing the software.

    HubSpot has also done a tremendous job of gathering recommendations for their software product with almost 200 individuals weighing in.
  • The first is that Google+ is HOT. This “ghost town” is now a bustling metropolis with communities and hangouts on every block. Even my staunch Facebook friends are showing up regularly.

    The second is that Social Business buzz is getting louder. Businesses are starting to grasp that the key to success in using social technology is to be social.
  • G+ has some features that make it a valuable platform for aiding search and producing video content. It’s well integrated with the Google Suite, and if you spend a lot of time producing on these channels, you would benefit from the Authorship and Hangout linking functionality.

    However, if social engagement is the end goal, this may not be the platform for you.
  • Now that you’ve heard about these top 5 social platforms, let’s take a look at how long it takes to maintain them.

    Use infographic from file http://pinterest.com/pin/219550550556980561/
  • Determine the social media network: Do your homework to determine which network to choose. Know your audience. Ask them where they are. Research which networks are used by various demographics, cultures, and geography. Avoid choosing it by popularity. Your audience may not be using it just because it’s popular.
    Identify and write goals: Meet with your leadership and communications teams and identify your goals for social media. The goals help you decide which networks to use and how to use them. Identify how the goals will be tracked and monitored, and how often they will be re-assessed.
    Budget: Though the technology is often free, you still need to budget for time, resources, and effort put into the social media process. Consider how much time and energy you are willing to spend to help you define a successful budget.
    Identify the team: Whether you can dedicate three employees or a single intern, it is important to identify who will be in charge of social media and how much time they will have available to dedicate to it.
    Content Calendar: Identify recurring news and events on the calendar, such as holidays, events, and anniversaries, and on your department or organization’s calendar and put them on your editorial calendar. This will provide you with potential content that can be written and scheduled ahead of time.
    User Names: You will want to use the same username across all social media, so be thoughtful about your choice. It should not be too long or too short and should be optimized for keywords. Also find terms that are as close to your brand name as you can get. For example, our handle on Twitter is @Penheel. On other platforms, such as Facebook, LinkedIn, and Google Plus, we use Penheel Marketing.
    The voice: Social media is marketing with a human voice. There is an expectation on social media that businesses have a touch of personality. Followers often expect to get a sense of the people behind the social media account when they follow a brand.
    Logos/Design: Leverage the firm’s branded logo and image style to create the social media profile images needed for a complete profile. This helps to reinforce the brand message, image, and characteristics. For example, our social profiles leverage our branded purple color. In some instances we use our highlight color, chartreuse. All have our firm’s name and or logo on them.
  • Transcript of "Using Social Media Effectively - Tips for Small and New Business Owners"

    1. 1. © 2014 Penheel Marketing Using Social Media Effectively Tipsfor Smalland New BusinessOwners By: Becky Livingston President & CEO Penheel Marketing
    2. 2. © 2014 Penheel Marketing About Me Becky Livingston  Owner Penheel Marketing  25+ years of marketing and technology experience  11 years in the financial services industry  Social Media & Digital marketing professional  Public speaker and trainer  Frequent guest blogger  Dog and shoe lover © 2013 Penheel Marketing
    3. 3. © 2014 Penheel Marketing
    4. 4. © 2014 Penheel Marketing What is social media marketing? Social media marketing is a recent component of organizations' integrated marketing communications plans. Integrated marketing communications is a principle organizations follow to connect with their targeted markets. Source: http://en.wikipedia.org/wiki/Social_media_marketing
    5. 5. © 2014 Penheel Marketing The Process © 2014 Becky Livingston Know Create Engage Manage Report Why are you doing this? • Key objectives • Niche • Target Market • Competition What is your value proposition? How easy will it be for clients / prospects to find you? Your social network to achieve objectives. List. Listen. Connect. Relationships. Time. Reputation. Know how others perceive your value and leverage that. Measure each week or month. Define objectives and goals and track success to those goals.
    6. 6. © 2014 Penheel Marketing Top 5 Platforms 1. Facebook 2. Twitter 3. Pinterest 4. LinkedIn 5. Google Plus We will also talk about video throughout the course.
    7. 7. © 2014 Penheel Marketing How to choose the platform? • Choose the most suitable platform by media type. • Go where your audience is. • What are the objectives? • Find the target demographic. • Know your budget. • Do a few and do them well.
    8. 8. © 2014 Penheel Marketing What Works Where
    9. 9. © 2014 Penheel Marketing Is your target here? When thinking about a social media platform, knowing where your customers are is very important.
    10. 10. © 2014 Penheel Marketing Goals Social Media Helps You Achieve Source: Woodwing.com 0 10 20 30 40 50 60 70 80 Other We don't use social media Event promotion Marketing Campaigns Advertisements Generating traffic to the website Interacting with customers Attacting new customers in new… Attacting new customers in existing… Brand Awareness
    11. 11. © 2014 Penheel Marketing FB - Example https://www.facebook.com/Volvo
    12. 12. © 2014 Penheel Marketing FB Take Aways • Use the URL in the update rather than in the preview box and add a photo • Post photos regularly • Chat & interact w/ comments • Run competitions if possible • Post at least 2 updates / day • Ask questions & join in with answers, sharing tips • Be fun, helpful, professional, and engaging
    13. 13. © 2014 Penheel Marketing Twitter Example https://twitter.com/nytimes
    14. 14. © 2014 Penheel Marketing Twitter Take Aways • Know the best day to Tweet (not Wed/Thurs) • Tweet between 8 a.m. – 7 p.m. • < 100 characters (allows for ReTweeting) • Use #Hashtags (< 3 per Tweet) • Ask followers to reTweet Asking followers to “RT” increases rate by 10 x. Asking followers to “ReTweet” increase 23 x.
    15. 15. © 2014 Penheel Marketing Pinterest Example http://pinterest.com/wholefoods/sweet-tooth/
    16. 16. © 2014 Penheel Marketing Pinterest Take Aways • Drive traffic back to your content • Showcase your expertise • Let your personality shine • Focus on lifestyle not products • Tag others using “@” • Always credit source • Include keywords in profile • Create themed group boards
    17. 17. © 2014 Penheel Marketing LinkedIn Example http://www.linkedin.com/company/hubspot
    18. 18. © 2014 Penheel Marketing LinkedIn Take Aways • Develop a campaign • Create leads • Cross promote • Engage your audience TIP: Regardless of what products and services your company sells, create marketing offers, such as free demos, a free consultation or free ebooks or special reports, and share Information on these to generate leads from your LinkedIn company page.
    19. 19. © 2014 Penheel Marketing Google Plus Goals • What do you want to accomplish – leads, engagement, education? • Do you want to improve Google search ranking? • Who do you want to connect with? • Increase video development and postings • Share exclusive content
    20. 20. © 2014 Penheel Marketing Google Plus Example https://plus.google.com/+AngryBirds/posts Colorful Share videos Funny
    21. 21. © 2014 Penheel Marketing Google Plus Take Aways • Leverage for exclusives. • Record video to share. • It’s tied to other Google products. • Add to your social marketing lists. • It’s great for niche audiences. • Aids in SEO.
    22. 22. © 2014 Penheel Marketing Social Media Workflow Source: Digital Strategist
    23. 23. © 2014 Penheel Marketing Social Media Workflow, cont.
    24. 24. © 2014 Penheel Marketing Daily Posting Schedule
    25. 25. © 2014 Penheel Marketing Social Media Getting Started Checklist  Determine the Social Media network  Identify and write your goals  Prepare budget  Identify the team  Content Calendar  User names  The voice Logos/Design
    26. 26. © 2014 Penheel Marketing Who is Penheel Marketing? Social media and digital marketing consulting firm for CPA firms, small businesses, and non-profits. Marketing Analytics Website analytics, online advertising analytics. See which sources are generating the most leads. Email Send personalized, segmented Emails based on any information in your contact database. Search Engine Optimizations Improve your rank in search engines by finding and tracking your most effective keywords. Lead Management Track leads with a complete timeline-view of their interactions with your firm. Blogging Create blog content quickly while getting SEO tips and best practices pointers. Social Media Publish content to your social accounts, then nurture leads based on their social engagement. http://Penheel.com
    1. A particular slide catching your eye?

      Clipping is a handy way to collect important slides you want to go back to later.

    ×