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Deb's Social Media Story For Independents, Consultants, and Small Business

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Learning how to tune social media for small business is possible, and doable within 2 hours a week. Deb shares her story about how she learned to use social media effectively as an new independent …

Learning how to tune social media for small business is possible, and doable within 2 hours a week. Deb shares her story about how she learned to use social media effectively as an new independent consultant and small business owner.

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  • Does social media (interactive, community based websites) makes sense for your small business? Case study: tools and strategy make sense? Experimental: Get toes wet Sample advanced strategy: More time - deeper involvement Free vs. Paid Tools Recommending only those I’ve personally used with references to others from respected sources
  • Chris Brogan, Ken Burbary, Victoria Pater, etc. - Early Twitter TweetUp.
  • No single metric is a good indicator, you have to evaluate the usage from multiple dimensions Factor in what are users doing, time on site, interaction, and of course, did they end up buying, recommending products, or improving their lives Jeremiah Owyang, Silicon Valley, Partner, Customer Strategy, Altimeter Group, #1 Rank Analyst Blogs, Technobabble 2.0
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    • 1. Independents, Social Media and You: Is It Worth the Time? RevelnConsulting's posterous
    • 2. A Social Media Story Services, Entrepreneurial, Consulting, Small Business
    • 3. Entrepreneur Phase - 2008
      • Build the community before you need it
      • Find your niche group(s)
      • Build real relationships
      • Value over “marketing” to community
      • What’s in it for your community
      • Add value, signal, not just noise
    • 4. My consulting goals
      • Getting good clients
      • Good client - consultant match
      • Networks
      • Community
      • Reciprocity
      • Membership
      • Credibility
      • Reputation
    • 5. Premise
      • Low numbers of clients
      • Higher cost (consulting rates)
      • 1-3 years of work or longer
      • Some short term engagements (retreats, focus group projects, etc.)
      • Professional - personal - business
      • You are the tool
    • 6. The Three “Cs”
      • Connect
      • Clarify
      • Commit
      Word of mouth referrals from colleagues & competitors Professional networks Credibility, validation on-line
    • 7. Email Lists
      • Staying in touch with existing customers  maintains
      • Messages to prospective customers  chances they will become actual customers.
      • Source: http://smallbusiness.yahoo.com/r-article-a-6671-m-6-sc-39-creating_maintaining_and_using_email_lists-i?aid=6671&mcid=6&scid=39&creating_maintaining_and_using_email_lists=i
    • 8. Email Lists - continued
      • Email marketing
        • highly efficient & cost-effective
        • reach large numbers of customers and prospects at one tim
      • Source: http://smallbusiness.yahoo.com/r-article-a-6671-m-6-sc-39-creating_maintaining_and_using_email_lists-i?aid=6671&mcid=6&scid=39&creating_maintaining_and_using_email_lists=i
    • 9. Have a website
      • Comcast
      • Google Site-Builder
      • LinkedIn
      • Wordpress
      • Wordpress professional (Phase I)
    • 10. Making it real
    • 11. Connect
    • 12. Connect - Part II
    • 13.  
    • 14. Word of Mouth & Social Media
      • Four reasons people have conversations about you:
      • Because they love you
      • Because they hate you
      • Because they were asked their opinion about you
      • Because their community is talking about you
      • Source: http://www.slideshare.net/mattgranfield/how-social-media-has-changed-word-of-mouth-marketing-using-the-internet-to-build-longlasting-buzz-about-your-brand
    • 15. If you’re going to use LinkedIn
      • Put some effort into your profile. …
      • Many of GK current and past affiliations were missing
      • I did not craft good descriptions of what I stand for
      • Source : http://blog.guykawasaki.com/2007/01/linkedin_profil.html#ixzz0W3ArBibU
    • 16.
      • http://blog.guykawasaki.com/2007/01/linkedin_profil.html#axzz0W3ANurLl
    • 17. For some, a first website
    • 18. Recognition for Expertise Recommendations
    • 19. Networking & Integration
    • 20. The Old Facebook
    • 21. Facebook Upgrade - Business Pages
    • 22. Social Traction
      • Designing for social traction
      • Turn a user into a passionate customer *before* making them sign up for your service
      • Source: http://sachin.posterous.com/
    • 23. People Talking About You
    • 24. 10 Small Business SM Marketing Tips
      • Facebook - low cost marketing opportunities for small business.
      • Basic Strategy: …sign up … … reserve a name … at least
      • Source: http://blog.crowdspring.com/2009/10/20/10-small-business-social-media-marketing-tips/
    • 25. Continued…
      • Advanced Strategy: …
      • Register a Business Account
      • [consider having a] Business Fan Page.
      • Fans of your business can register as a “fan” - expanding your business presence of your business your updates flow to their pages).
      • Consider running hyper-local ads on Facebook.
    • 26. Websites & Blogs
    • 27. Posterous Mini-Blogs
    • 28. Statistics
      • Numbers [need] insight and interpretation
      • Look at trend movements, changes over time
      • “ I put more weight on active unique users in the last 30 days vs. overall registered.”
      • Actual conversion rate - range from 10-40% of actual users
        • don’t be fooled by puffed numbers. “
    • 29. How to Use Statistics
      • No single metric is a good indicator,
      • What are users doing?
        • Time on site
        • Interaction
        • Buying, Recommending or Improving Lives?
      • Jeremiah Owyang
        • #1 Rank Analyst Blogs
      • Source: http://www.web-strategist.com/blog/2009/01/11/a-collection-of-soical-network-stats-for-2009/
    • 30. Google Analytics
    • 31. More analytics…
    • 32. Quoted…
      • If you’re sucked into the habit of chasing every opportunity for fear of missing one, you’ll surely lose the bandwidth to actually act on the ones that are alive in front of you.
      • -- Written by Amber Naslund16 Comments, Humans Don’t Scale
    • 33. Current plans
      • Phase II - website tuning
      • Integration Posterous biz blog
      • First “hyper-local” ads? Google? Facebook?
      • More focus on LinkedIn
      • Tuning lists and time in twitter, Facebook
      • Email list management
    • 34.  
    • 35. Google Search
    • 36. Advice
      • 100+ Resources to Boost Your Social Media Savvy in 2009
        • Top Tips & Advice from the Experts
      • Tune for Independents, Small Business
      • Source: http://www.interactiveinsightsgroup.com/blog1/100-resources-to-boost-your-social-media-savvy-top-tips-advice-from-the-experts/#ixzz0W0sKyYUy
    • 37. Overwhelm, Complexity, Choices
    • 38. SM 2010 Forecasts- Growth & Refinements
      • Exponential growth continues.
      • Twitter alone grew 1,382% year-over-year in February
      • Social media -- filtering out the clutter
      • Better use of lists, the “hide” function on Facebook, etc.
      • Reference: http://revelnconsulting.posterous.com/six-social-media-trends-for-2010-conversation-2
    • 39. What’s next…
      • Dear Google Analytics user,
      • We recently sent you an offer to try Google AdWords with a $100 free advertising coupon.
    • 40. My Consulting Goals - Revisited
      • Getting good clients
      • Good client - consultant match
      • Networks
      • Community
      • Reciprocity
      • Membership
      • Credibility
      • Reputation
    • 41.
      • Connect, Clarify, Commit
      • Communicate It On the Web
    • 42. Try it, Fit it, Enjoy it! Find me @ Reveln Consulting Posterous Deb Nystrom [email_address]