Content & Social Marketing for SMBs (Connected Women #PWIB13)
 

Content & Social Marketing for SMBs (Connected Women #PWIB13)

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FEATURED SLIDESHARE OF THE DAY (11 December 2013): Thank you!! https://twitter.com/SlideShareToday/status/410502548672372736 ...

FEATURED SLIDESHARE OF THE DAY (11 December 2013): Thank you!! https://twitter.com/SlideShareToday/status/410502548672372736

Welcome to the new rules of engagement - and social media marketing + content marketing should be approached from different ways for Small & Medium Businesses

What's covered in this presentation:

- Using Content Marketing & Social Media Platforms to address key challenges faced by SMBs : Value Proposition, Growing Customers, Revenue, & Scaling the Business

- One Size Does not Fit All : Using different social media platforms (Facebook, Twitter, YouTube, LinkedIn, Slideshare) in a targeted fashion that is different from how big brands approach digital strategy

- Resources for SMBs to scale and operationalise their content and social media marketing efforts

- Writing a Simple Social Media Action Plan: Goals, Target Audience, Measurement, Brand Voice & Personality, KPIs, & designing an Overall Content Plan

- The last word on Community: Communities are built on Relationships, not Technology

This presentation was a joint effort by Jamshed Wadia (@JamshedWadia) & Christel Quek (@ladyxtel) for the inaugural Connected Women - Powering Women in Business conference in Singapore, which is supported by Microsoft, StarHub, and Athena Network Singapore & Asia-Pacific.

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    Content & Social Marketing for SMBs (Connected Women #PWIB13) Content & Social Marketing for SMBs (Connected Women #PWIB13) Presentation Transcript

    • ! ! Welcome to the New Rules of Engagement @jamshedwadia & @ladyxtel | Connected Women #PWIB13
    • ! ! What REALLY is Social Media? @jamshedwadia & @ladyxtel | Connected Women #PWIB13
    • ! ! It’s not about Twitter or Facebook
    • ! ! It’s all about being where people are
    • And all businesses are run by people for people
    • Value Proposition Grow Customers Make $$$$ ! ! SMBs do face a couple of real problems Scale the Business
    • Value Proposition Grow Customers Make $$$$ ! ! Can Social Media address some of these issues? Scale the Business
    • ! ! What’s the magic sauce?
    • ! ! Here’s how some great SMBs have done it
    • ! ! One Size DOES NOT Fit All” “ 3 8 % S M B S H AV E EXCELLED — 28% IN LARGE C O M PA N I E S
    • Choose the right platform CONDUCIVE TO CUSTOMER C O N V E R S AT I O N S ? TYPE OF BUSINESS? WHERE ARE YOUR CUSTOMERS?
    • ! ! FA C E B O O K @jamshedwadia & @ladyxtel | Connected Women #PWIB13
    • 25 Million SMB’s have business pages on Facebook
    • One of the Top Photographers in Asia
    • Daily Engagement ! Authentic voice ! Regular Contest and Promotion
    • Ana White: Homemaker turned blogger, turned entrepreneur Third Party Ads Service
    • Ana White: Homemaker turned blogger, turned entrepreneur
    • Ana White: Homemaker turned blogger, turned entrepreneur Key Takeaways • Create a community where users can talk about themselves. • Empower your fans to share their experiences with other users. • Have clear strategies for your blog and Facebook page.
    • Kelly Lester: The Singing CEO. Lunch boxes ideas for Kids
    • Kelly Lester: The Singing CEO. Lunch boxes ideas for Kids Social Success Story: EasyLunchboxes Lessons in Branding, Content Creation & Community
    • Kelly Lester: The Singing CEO. Lunch boxes ideas for Kids On YouTube, Kelly offers short segments with lifestyle hints, food preparation tips and more, called “A Couple of Minutes with Kelly,”
    • Kelly Lester: The Singing CEO. Lunch boxes ideas for Kids
    • TWITTER @jamshedwadia & @ladyxtel | Connected Women #PWIB13
    • 4.5 Million SMB’s have profiles on Twitter
    • Fresh, Relevant and Vibrant Content
    • How does a bakery find interested followers?
    • It all started with that one tweet
    • Startup Company Eliminates the Cold Call With Twitter Highlights: On average, the company lands one meeting per week with potential partners, collectors or discarders through Twitter. In a 3-month challenge, ecycler.com added 151 collectors and 623 discarders.
    • Startup Company Eliminates the Cold Call With Twitter Highlights: ecycler.com regularly receives coverage from relevant bloggers by meeting them first on Twitter. Visual and interactive posts on Facebook make the site the #1 social media source of traffic, generating about 10% of all ecycler.com traffic.
    • LINKEDIN @jamshedwadia & @ladyxtel | Connected Women #PWIB13
    • 4.7 Million LinkedIn Users Are Employed by Small Businesses
    • SLIDESHARE @jamshedwadia & @ladyxtel | Connected Women #PWIB13
    • Branding & Search, Thought Leadership, Lead Generation
    • YOUTUBE @jamshedwadia & @ladyxtel | Connected Women #PWIB13
    • YouTube is #2 Search Engine in the World
    • Indian Taxi Driver
    • M U LT I P L AT F O R M @jamshedwadia & @ladyxtel | Connected Women #PWIB13
    • FREE RESOURCES @jamshedwadia & @ladyxtel | Connected Women #PWIB13
    • Creative Commons is a nonprofit organisation that enables the sharing and use of creativity and knowledge through free legal tools.
    • W H AT A R E T H E R U L E S O F ENGAGEMENT ? @jamshedwadia & @ladyxtel | Connected Women #PWIB13
    • Commit weekly resources Set Clear Expectations Know which platform works Social Data to drive business strategy Clear Calls to Action Consistency
    • SOCIAL MEDIA ACTION PLAN @jamshedwadia & @ladyxtel | Connected Women #PWIB13
    • SOCIAL MEDIA ACTION PLAN Facebook Goals Target Audience Measurement Brand Voice & Personality Kpis Twitter Blog
    • SOCIAL MEDIA ACTION PLAN Facebook Goals Twitter Blog Foster Quality Showcase Authenticity & Engagement & Showcase Connect With “Fun” Side Of Brand Likeminded Users Grow Thought Leadership Through Quality Opinion Pieces Target Audience Immediate Friends & Their Networks, Curious Users Around Common Passion Points (Discovery) Knowledgable Readers, Opinion Seekers (Research) Measurement Facebook Insights, Pagelever Topsy Pro, Thoughtbuzz Google Analytics, Alexa, Compete Brand Voice & Personality Fun, Unique, Engaging, Light-Hearted Sharing, Reciprocative, Sincere, Dynamic Informative, Trustworthy, Sincere, Inspiring Kpis Connect With 5 Different Increasing “Talking About People A Day, 5 Updates This”, “Reach”, Add A Day, Increasing Users To Email Database Following Increase Subscribers, Encourage Email Signups, Invite 2 Guest Bloggers To Contribute Content
    • OVERALL CONTENT PLAN MISSION U S E R M O T I VA T I O N S CONTENT PILLARS CONTENT MIX PLATFORM DISTRIBUTION DESIRE TO BE DELIGHTED BE THE FIRST TO TELL & SHARE EXPERIENCES PROOF OF ACCOMPLISHMENT GAINING MORE KNOWLEDGE & KNOW-HOW
    • OVERALL CONTENT PLAN (BE THE MOST FUN HAIR SALON IN TOWN) MISSION DESIRE TO BE DELIGHTED BE THE FIRST TO TELL & SHARE EXPERIENCES PROOF OF ACCOMPLISHMENT GAINING MORE KNOWLEDGE & KNOW-HOW U S E R M O T I VA T I O N S CONTENT PILLARS LIFESTYLE ADVOCACY PRODUCTIVITY /LIFE HACKS OTHER BRAND TIE-UPS (SHARING IS CARING!) CONTENT MIX 40% 20% 30% 10% PLATFORM DISTRIBUTION - TWITTER - FA C E B O O K - FA C E B O O K (SHARE FROM MICROSITE) - BLOG - TWITTER - FA C E B O O K
    • USEFUL HACKS FOR EXECUTION Picture Sourcing Flickr, Bigstock. Use Powerpoint To Customise Your Images For Quick And Fuss Free Image Editing Content Plans & Collaboration Office365, Skydrive Optimising Timing & Quanitity I Need Inspiration!! Surprise Someone From Your Community, Post Youtube Videos, Encourage Positivity Structure Confirm Your Content Plan 2 Weeks In Advance. Map Out Your Key Milestones (Product Launches, Events, Etc)
    • THE LAST WORD ON COMMUNITY @jamshedwadia & @ladyxtel | Connected Women #PWIB13
    • “Be S.O.C.I.A.L” ! Sincere Open Collaborative Interested Authentic Likeable
    • ! ! Communities are built on Relationships, not Technology
    • ! ! Communities are built on Relationships, not Technology ! it’s not about social media communities, it’s about communities on social media platforms
    • ! ! Don’t be ! Insensitive ! Irrelevant ! Intrusive
    • THANK YOU! @jamshedwadia & @ladyxtel | Connected Women #PWIB13