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Social media inthemix_smallbiz
Social media inthemix_smallbiz
Social media inthemix_smallbiz
Social media inthemix_smallbiz
Social media inthemix_smallbiz
Social media inthemix_smallbiz
Social media inthemix_smallbiz
Social media inthemix_smallbiz
Social media inthemix_smallbiz
Social media inthemix_smallbiz
Social media inthemix_smallbiz
Social media inthemix_smallbiz
Social media inthemix_smallbiz
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Social media inthemix_smallbiz

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  • Social media is a term that describes a wide variety of Internet-based tools—also known as social networking tools—for sharing and discussing information.
    • Twitter, LinkedIn, Facebook, and YouTube are well-known examples of social media, each of which can empower your social networking efforts significantly.
    • Professionals benefit in a variety of ways from social networking, including ease of information sharing and gaining insights about industries, competitors, and customers.

    Small business people already juggle many types of tasks and responsibilities so it is not surprising that social media may be low on their list of priorities. I hope to point out that it can be a cost-effective way to market and communicate when integrated into your overall strategy.
  • Social media is now integrated into the marketing and communication strategies of most major organizations. Social media may be part of lead generation for sales, using information about search terms, click-through-rates, and purchase behaviors.

    (Click-through rates are simply the average number of click-throughs per hundred ad impressions, expressed as a percentage.)

    We don’t need to get too hung up on terminology because most of the basics of good business are the same – provide a superior product at a good price and communicate that to prospective customers. One major change, however is the role of the customer as active in shaping their purchase experience and even the product. As part of that new role consumers expect two-way communication and social media offer valuable tools to support that communication.
  • Part of the challenge for small business people and entrepreneurs is that they started a business based on their passion – and in addition to their depth of knowledge and experience in that realm they are juggling many other responsibilities necessary to stay in business!

    Marketing and communications may not be your area of expertise – somehow that one marketing class from college seems inadequate to the task of developing a communication and marketing “strategy”. You may need external expertise, but start with your goals.

    Communication and marketing support your business goals – they are not really separate. You need to supply fresh bread to your customers…you want to let more people know about your awesome bread. Do you have a webpage with a blog so customers can rave about your bread? Complain that you ran out of pumpkin bread? Start with simple, clear goals and identify logical ways to meet them.
  • If you find communication and marketing challenging you are NOT alone!! Using effective marketing has been cited as the most common challenge for small business owners.  

    Nearly half, 49%, claimed reaching customers with limited resources was most difficult, while only 19% pointed to managing costs, and 12% to securing credit.

    You don’t have to be active on everything – select social media your customers use and that make the most sense given your goals.

    Use the power of analytics! Social tools can be used effectively in marketing campaigns through effective monitoring of conversations related to your product or company. You can easily find basic monitoring tools at no-cost or low-cost such as Technorati and Bloglines. These tools can monitor phrases such as your brand name or an industry buzzword.
    Read more: http://smallbusiness.foxbusiness.com/sbc/2011/06/17/survey-reveals-social-media-savvy-entrepreneurs-are-passionate-and-eager/#ixzz1jAXOGCui
  • More small business people are using social media to promote their products and services and provide customer service.

    Deluxe Corp. (DLX) published results of a small business survey of more than 500 social-media-savvy entrepreneurs in July 2011 reporting that 83% of small business entrepreneurs plan to use social channels to boost business in 2012. We know that consumers at a minimum look at product reviews before purchasing online, and WOM marketing and advertising are more important now that people are so connected.
  • More small business people are using social media to promote their products and services and provide customer service.

    Deluxe Corp. (DLX) published results of a small business survey of more than 500 social-media-savvy entrepreneurs in July 2011 reporting that 83% of small business entrepreneurs plan to use social channels to boost business in 2012. We know that consumers at a minimum look at product reviews before purchasing online, and WOM marketing and advertising are more important now that people are so connected.
  • No matter what business or industry you operate in you need to maintain relationships, share information, have conversations with clients or customers, and manage your reputation. There are at least 7 major functions that should be supported through your communication strategy. Which functions are most important depends on the nature of your operation.

    When selecting social media to support your business strategy consider carefully your goals and which tools align with those goals. Two major concerns from small business include conversations and relationships. Why do people refer their co-workers and friends to your business? You offer quality services and they feel you listen to your customers. Maybe it’s because your customers feel a connection to you and your business – a relationship that is nurtured through ongoing conversations about what is important to your customers. Conversations are seeds that grow into the stories people tell, about you and your business. Facebook is a good platform for relationships but Google + may be a better choice, offering similar benefits and less “noise”. Conversations about products and services flourish on blogs – participate rather than use your blog as a broadcaster of marketing messages.
  • Empower associates and “embassadors” by giving them timely information and TRUST. Rather than trying to control all messaging about your brand, educate about your brand. Give people the information they need to respond to the questions and challenges of others in the blogosphere…

    Small businesses who do it well:
    Bare escentuals on facebook....the CEO is extremely interactive: http://www.facebook.com/pages/Leslie-Blodgett/129478360410877

     Honora Pearls: http://www.facebook.com/honora
    They drive traffic from their blog to their newsletters to their presence on QVC to their Facebook and Twitter.  They really cultivate cult followings with this complementary approach to communication and interaction.

    Big businesses that do it well: NIKE – online and off-line events
    Gatorade – good example of social media campaign (to engage younger audience)
  • Remember that social media is not just marketing but customer service -- people are interacting with, and asking questions about, your company and the person answering them must be knowledgeable. And it's especially important because a bad social media interaction can be spread virally in seconds. Choose someone who is able to answer any question and can speak in the voice of your brand.
    What U R asking: Just deciding your business needs a Facebook page or a Google+ presence and then finding someone to handle the workload isn't enough. Look at what your competitors are doing and think about anticipated results -- as well as what the work really entails. Otherwise, social media can turn into a black hole.

    Establish clear objectives and success metrics for your social media campaign. Identify the best channels and approach for your company and look for available opportunities that might be available on some of the less known social media Websites. Craft a unified concept and company message to be used throughout all communications. Support this with basic analytics – easy to read reports can be generated at low or no cost.
  • The mobile web is ramping up eight times faster than the desktop web of the 90’s…
    People are already searching for your website on their smartphones and tablets.

    We’re living in a convenience society.
    Our patience levels have declined – Nielsen found that 50% of mobile phone users expect mobile websites to load at the same speed as on computers. Or even faster.

    Surveys reveal that mobile users are highly unforgiving. They take a bad mobile experience with your company and it reflects on how they do business with you via other channels too.

    Mobile users value speed. They want their transactions to happen within 30 seconds or less
    What can you do? Use W3C org to check your website – just have your http address ready to paste in…it generates a free report on your site’s mobile performance and gives specific suggestions for how to improve it. Fix these things yourself or take it to your web-guru.
  • Amazon’s Flow app released in November 2011, features continuous scanning technology. As soon as users point their phone at books, games, DVDs or CDs, information appears instantly; including media clips, reviews and purchase information.

    Also in November 2011 eBay CEO John Donahoe that image recognition would be a major feature of their future mobile applications, enabling consumers to take a picture of any object and locate similar items for sale on eBay. Crowd-sourced point-and-know sites are already up and running – and fashion ones are especially popular like Wheretoget.it – post a picture of a bag or jacket and the community members will respond with where it can be purchased.

    What does this mean for you small business person? Think about how you can add depth of knowledge and communicate stories, origins, price comparisons, reviews, e-commerce and so on. You don’t have to sell everything – if you specialize in scrapbooks provide your product and store information and be the go-to place to connect other scrap-bookers and all things related to scrapbooks – Fiskars scissors, stickers, biodegradable decorations. Anything that helps POINT-KNOW-BUY consumers to be better informed, able to discover and act on the things they encounter in the real world.
  • 1.  A non-profit company, Hispanics Union of Buffalo, Inc. (“HUB”) was ordered to rehire 5 employees that it fired for complaining about a co-worker on Facebook, and pay them back pay.  The costs of this social media misstep can be quite high, especially when you factor in attorneys’ fees.  In the case of HUB, HUB had not hired replacement workers, but for many businesses the firing of employees, who had engaged in protected concerted activity, would also mean salary or overtime to get the work of the fired employees done.
    Cost-saving alternative:  Adopt a social media policy that reflects the National Labor Relations Board’s recommendations on how not to have an overbroad policy.  Implement the policy so you are not chilling or interfering with social media conversations that are considered protected concerted activity by your employees.
    2.  Facebook and Google have recently entered into consent decrees with the Federal Trade Commission (“FTC”) in order to avoid expensive, drawn out litigation concerning business practices that the FTC alleged were outside the scope of the social media sites’ privacy policies; and violated their own privacy promises to consumers.  These consent decrees include: (1) having to pay for periodic audits conducted by independent third parties for the next 20 years to assess their privacy practices; and (2) having to obtain affirmative consent from their users before making changes that override users’ privacy preferences.
  • Transcript

    • 1. Presented by Brenda Jones, Ph.D.
    • 2. Effective Marketing - nearly 50% Small Business Owners find marketing/communication biggest challenge Use Data/Analytics •How are people finding you? •Products/services most interested in? •Social media used? Read more: http://smallbusiness.foxbusiness.com/sbc/2011/06/17/survey-reveals-social-media-
    • 3. 83% small business entrepreneurs plan to use social channels to boost business this year. What does that mean for you? What are you using now? Your Return? Read more: http://smallbusiness.foxbusiness.com/sbc/2011/06/17/survey-reveals-social- media-savvy-entrepreneurs-are-passionate-and-eager/#ixzz1jAXmEOt3
    • 4. Your page is now a hub vs. “electronic brochure” of 10 yrs ago. The role of the website is all of the following:  Increase sales revenue  Increase visibility of your business  Advertise products  Aid in brand development  Provide customer service  Generate sales leads  Retain customers  Build an online community Social media is part of this – your online presence
    • 5. Tools Key Functions –Identify –Presence –Sharing –Conversations –Reputation –Relationships –Groups •Blogs •Facebook •Four Square •Linked In •You Tube •Twitter •Google +
    • 6. Empower associates and “embassadors” by giving them timely information and TRUST Break news on twitter, provide short 2-3 min. videos on products, and provide timely responses to comments and questions! Integrate – support live events with on-line tools and provide real “contact” time vs. email & web-page only
    • 7. Social Media in the Mix, Presented by Brenda Jones, Ph.D. Read more: http://smallbusiness.foxbusiness.com/technology-web/2012/01/09/how-to-divvy-up- social-media-responsibillity/#ixzz1jAYWdUHu  Never Delegate Social Media Externally  Use a Team Platform to Manage (accounts & tool like Hootsuite)  Know What You're Asking  Build a Social Media Strategy
    • 8. People are already searching for your website on their smartphones and tablets. 50% of mobile users expect websites to load at the same speed as on computers. Or even faster. Today. What about tomorrow? Mobile users value speed. They want their transactions to happen within 30 seconds or less. What can you do? Check your mobile friendliness… http://validator.w3.org/mobile/
    • 9. Mobile commerce is an important trend whose time has come… POINT-KNOW-BUY About 80% of adults in the US have a cell phone or tablet with Internet access. Visual recognition software & cameras have improved. Amazon’s Flow app – Point your phone at books, DVDs & get details, media clips and purchase info eBay – coming soon…take a picture and find one like it on eBay
    • 10. Can I fire employees for posting nasty comments about our business on Facebook? No, not really… 1. Adopt a social media policy that reflects the National Labor Relations Board’s recommendations Facebook and Google recently entered into consent decrees with the Federal Trade Commission (“FTC”) to avoid litigation 2. Ensure that the “Terms of Use,” “Privacy Policy” are up to date, transparent and understandable 3. Adopt a document retention policy For more read http://windmillnetworking.com/2012/01/11/social-media- business-presence-attorney/?utm_source=feedblitz
    • 11. PartnerUp, the first online social network for small business owners and entrepreneurs http://www.partnerup.com/ http://www.sba.gov/advocacy Why Your Social Media Presence Needs To Be Vetted By A Social Media Attorney http://windmillnetworking.com/2012/01/11/social-media-business-presence- attorney/?utm_source=feedblitz http://deluxesmallbizblog.com/ http://www.w3.org/Mobile/ http://wordpress.org/ http://wordpress.org/extend/plugins/google-analyticator/ http://mashable.com/2012/01/15/33-digital-media-resources/

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