Proven social media action plan for professionals & small business


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This presentation is social media 101 for professionals (veterinarians, dentists, chiropractors, lawyers) and small business. Includes a 10 step action plan to get going.

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Proven social media action plan for professionals & small business

  1. 1. Dead Simple Social Media SeriesProven Social Media Action Plan forProfessionals & Small BusinessPresenter: Doug Hay, CEO
  2. 2. Presenter: Doug Hay• Early adopter of Internet marketing & social media• 30 year marketing veteran• Sought after speaker - presented at local, regional and national conferences• Lectured at two universities for the Sales & Marketing Executives program
  3. 3. Our Services For Small/Medium Biz • Website design & programming • Social Media consulting, implementation & training • Small business SEO – Search Engine Optimization: Keywords, link building & content creation. • Press release writing, optimization and reporting • Blog set up, strategy, and training • Email programs • Online reputation management • Video production & marketing • Staff trainingAsk for a complementary consultation
  4. 4. Free Consultation on Your Internet Action Plan A $250 Value Email or Call Today! Doug Hay Direct: 250-756-0306 Toll Free: 877-226-3823
  5. 5. Agenda• Presentation• Q&A – write questions in Webinar questions console.• They will be answered at the end of the presentation.To get a copy of the presentation
  6. 6. Dead Simple Social Media Series• Social media overview• Blogging• Google+• Facebook• Twitter• Pinterest• LinkedIn• Using a Dashboard• Content Marketing
  7. 7. Social Media: Describes the onlinetools that people use to sharecontent, profiles, opinions,insights, experiences,perspectives and media itself, thusfacilitating conversations andinteraction online betweengroups of people. - Brian Solis, author
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  9. 9. Inbound Marketing Visible website Newsletters Blogging Optimized Educational press articles releases Social Video media
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  11. 11. People expect toaccess informationanywhere, anytime,and on any device.—John Chambers, CEO of CiscoSystems, Inc.
  12. 12. You can buy attention(advertising). You can beg forattention from the media (PR).You can bug people one at atime to get attention (sales). Oryou can earn attention bycreating something interestingand valuable and thenpublishing it online for free.‖–David Meerman Scott, Best-SellingAuthor & Speaker
  13. 13. The Social Web is Coming “We are moving away from a Web that connects documents together to a Web that connects people together...We are now seeing the things we have done socially for thousands of years move online. “The emergence of the social Web is simply the our online world catching up with our offline world...The social Web will grow, become mainstream, and eventually simply be known as the Web.” - Paul Adams, author of "Grouped" and a former Googler now working at Facebook:
  14. 14. “In case you didnt get the memo, the sky isfalling on the advertising agency business. Why?Because many of things weve been doing forclients just dont work anymore. Fault theconsumer. The consumer doesnt want to beinterrupted with messages.“Theyre not listening; not reading; not watching.Its no longer about what you say about yourclient; its about what the consumer says aboutyour client that counts. Sadly, the advertisingworld as we knew it -- as we grew up in it, as weaspired to be part of it, is no longer the sameadvertising world.” - Joel Cohen,
  15. 15. “People buy frompeople they like” - Teana McDonald, founder of My Little Diva Accessories, as quoted by The Miami Herald
  16. 16. Almost 90% cite the use ofFacebook and 70% the use ofTwitter as a primary source of newsand information when following,sharing or posting – more than twicethat of the Wall Street Journal andsignificantly more than CNN.- 2012 Social Media News Survey conducted by TEKGROUP
  17. 17. Old MarketingAdvertisingCold Calling ProspectBulk mail
  18. 18. New Marketing Brand BrandBrand Brand Brand Brand Brand Brand Brand
  19. 19. Online Marketing for Professional Services Firms Results demonstrate that firms embracing online marketing grow faster: • Firms generating 40% or more of their leads online grow 4X faster than those with no online leads • High growth firms obtain 63% of leads online while average firms obtain 12% • Greater engagement with online tools is associated with faster growth Using online marketing also increases firm profitability: • The greater a firm’s online lead generation, the greater its total profitability • Firms generating 60% or more of their leads online are 2X more profitable than those generating less than 20% of their leads online- Hinge Study 2011
  20. 20. Search engines and directories
  21. 21. Internet end-usersPublisher creates the RSS file andplaces it online Content consumers subscribe to the feed and retrieve its content whenever they want Other sites and systems Search engines and directories
  22. 22. Internet end-usersPublisher creates the RSS file andplaces it online Content consumers subscribe to the feed and retrieve its content whenever they want Other sites and systems Search engines and directories
  23. 23. Internet end-usersPublisher creates the RSS fileand places it online Content consumers subscribe to the feed and retrieve its content whenever they want Other sites and systems Search engines and directories
  24. 24. Publisher creates the RSS file and places it online Content consumers subscribe to the feed and retrieve its content whenever they want Search engines and directories sites and systems Other
  25. 25. One word to describe experiencesusing social networking sites Source: Pew – August 2011
  26. 26. Conversion
  27. 27. 10 Action Steps
  28. 28. 1. Homework
  29. 29. [Image by]
  30. 30. What Are They Saying?• What are they saying?• Who are the influencers?
  31. 31. Conversations Analyze the conversations
  32. 32. 2. Strategy
  33. 33. Social Media Strategy1. Research and listening 4. Engage2. Create a content strategy 5. Measure3. Choose tools & create content
  34. 34. Deploy tools thatwill be beneficialto your businessvs.“be everywhere”strategy.
  35. 35. What Do You Want To Achieve? • Set goals • What audiences/verticals should you be communicating with? • Set up metrics to track the results
  36. 36. • 80% of female Internet users said they had become a fan of a product or brand on a social network. • 72% had learned about a new product or brand, or joined a group around one. SheSpeaks ―Annual Social Media Study 2009‖,
  37. 37. Possible Goals • Get new business • Increase brand awareness • Make the business more human • Enhance current relations with customers • Get testimonials from customers • Maintain more control over social media efforts • Solve problems and answer questions • Become a source of interesting news • Develop thought leadership
  38. 38. Social Media Tools• Optimized press releases & articles• Blogs• Micro blogging (Twitter)• Podcasts• Videocasts• RSS (really simple syndication)• Social Media Sites
  39. 39. Integrated OfflineMarketing Marketing Strategy Blog Web Site Social Media
  40. 40. 3. Optimized Site
  41. 41. Search Engine Optimization (SEO) • Your site itself must be optimized – Key word research and strategy – Write new content around key words – Design, programming, etc per a strategy and key words • Link building with new editorial content which Google places heavy emphasis on
  42. 42. 4. Create Content
  43. 43. Content marketingis the creation and publishingof quality, meaningful anddistinctive content for thepurpose of generatingdiscussion, growing afollowing and developing asocial presence now expectedby the search engines.
  44. 44. ―Contentmarketing is the ONLY marketing left‖. – Seth Godin, Best selling Author
  45. 45. Content Marketing • 73% of consumers prefer to get information from a company in the form of a collection of articles over an advertisement • 61% of consumers feel better about a company that delivers custom content AND are in turn more likely to buy from that company. - Study by Custom Content Council
  46. 46. We’re all publishers
  47. 47. Content creation •Blog posts •Optimized press releases • Articles in news feeds • White papers • e-books • Podcasts • Video
  48. 48. Online Press Releases
  49. 49. Video
  50. 50. Every minute users upload 20 hours of video. Streams 100 million videos daily. #2 Search Engine.
  51. 51. Webinars
  52. 52. You’veGotMail!
  53. 53. 5. Blog
  54. 54. Image credit:
  55. 55. Search Engines • Content is king • Search engines will crawl your website more often if you have a blog which is updated regularly
  56. 56. Create Great Content by BloggingSource: Data from over 1,500 small businesses -
  57. 57. Blogging Generates Leads
  58. 58. 6. Facebook
  59. 59. The Facebook User: 5 More Hours on Site Top 10 Web Brands by Time Spent Time per viewer, hh:mm, per month, August 2011 Source: The Nielsen Company Facebook 7:46 In measuring time spent per user, Nielsen AOL Media 2:53 data shows that for the second straight Yahoo 2:12 month, Facebook dominated U.S. web brands in average monthly time during Google 1:48 August 2011. The average Facebook userMSN/Windows Live/Bing 1:44 spent seven hours, 46 minutes on the site. YouTube 1:41 AOL Media Network, averaged two hours, Wikipedia 1:18 52 minutes and 52 seconds. YouTube also ranked in the top 10 with an average of one Apple 1:06 hour, 41 minutes of user time for the month. Microsoft 0:45 Amazon 0:31 The Social Media Data Stacks 75
  60. 60. Facebook Growth• 900+ Million Users• The 35+ demographic now represents more than 30% of the entire user base.• The 55+ audience growing.
  61. 61. 8 in 10 Connect to Brands on Facebook Preferred Social Network for Brand Connection % of social network users, May 2011 Source: Edison Research and Arbitron Edison Research and Arbitron found that 80% of US social 6%3% 5% network users preferred to connect with brands through Facebook. This dwarfs all other social media6% 80% Facebook networks, with Twitter in a tie with Twitter ―Don’t Know‖ for a very distant LinkedIn second place, at 6% of users. Other Dont know The Social Media Data Stacks 77
  62. 62. Rise and Fall; Facebook’s Steady Climb Top Social Networking Sites and Forums By US market share of visits (%), 2008-2011 Experian Hitwise tracks the top 10 social networking sites each Source: Experian Hitwise month. This chart compiles the monthly data since 2008, but excludes a number of sites that have appeared in the top 10, but dropped off.70%60%50%40%30%20%10%0% Facebook YouTube MySpace Yahoo! Answers Twitter Linkedin The Social Media Data Stacks 78
  63. 63. 7. Twitter
  64. 64. Twitter Opportunity • 190 Million users • Posting 65 million tweets per day • 20 billionth post made over the weekend - Twitter COO Dick Costolo
  65. 65. 8. Google+ is now a Player• Growing quickly• Participation will improve your search results
  66. 66. Google+ Jumps to 8th, 1269% Spike Top Social Networking Sites and ForumsU.S. market share of visits, Week ending September 24, 2011 Source: Experian Hitwise Facebook 64.9% Enter Google. Google+ emerged as a player in the Social YouTube 19.6% Network and Forums category in late September, Experian Hitwise reported, a day after the site went from ―invitation- Twitter 1.22% only‖ to "open access" and became available to everyone. Yahoo! Answers 1.03% Tagged 0.73% Opening access created a massive spike in market share of visits for the site, with a 1269% growth from the week Linkedin 0.66% ending September 17 to the week of September 24. The MySpace 0.60% site also received nearly 15 million total US visits last week. Google+ 0.55% In just one week, Google+ went from ranking as 54th most myYearbook 0.39% visited site in the Social Networking and Forums category to iVillage 0.36% 8th place. The Social Media Data Stacks 82
  67. 67. Google+ Audience Tends to be Affluent Google+ Site Visitor Statistics, Four weeks ending July 16 % of visitors to Google+ compared to Experian "online population" data, July 2011 Source: Experian Hitwise The highest share of visits to Google+ 38.4% in its first month came from those between the ages of 25-34 and those 26.9% 27.7% between 18 and 34, who were more likely than the overall online population18.2% 18.6% 18.3% to visit. The audience to Google+ tends 14.9% 12.7% 12.2% 12.3% to be more affluent, over-indexing for those earning a household income of $60k and over, particularly $150k and up, according to analysis from Experian Hitwise. The Social Media Data Stacks 83
  68. 68. 9. Engage
  69. 69. SocNet Users Want Deals, Discussion Social Media Use for Products/Services Information % of respondents, October 2011 Source: NM Incite NM Incite found that social network 71% users see the platforms as a usefulRead consumer feedback 64% shopping and research tool, and participate with the desire to view and 64% Learn about products contribute to reviews of products and 59% services. 68% of social media users 64% (71% of parents and 64% of non- Get coupons/promos 56% parents) go to social networking sites to read product reviews and more than 59% Give positive feedback 52% half use these sites to provide product feedback, both positive and negative. 57% Give negative feedback Getting coupons is also popular, with 49% 58% overall usage (64% of parents and Parents Non-parents 56% of non-parents). The Social Media Data Stacks 85
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  72. 72. Ask not what yourfollowing can do for you, askwhat you can do for your following.
  73. 73. 10. Measure
  74. 74. Social Media is for Leads and SalesSource: State of Inbound Marketing Report -
  75. 75. Social Media Marketing…Givers Get
  76. 76. Image credit:
  77. 77. TakeawaysDo your homeworkHave a strategy around your keywordsCreate interesting content & publishPick your social media toolsEngage not just publishCross promote on social sites, email, etc
  78. 78. Free Consultation on Your Internet Action Plan A $250 Value Email or Call Today! Doug Hay Direct: 250-756-0306 Toll Free: 877-226-3823
  79. 79. Free Initial ConsultationDoug Haydoug@doughayassoc.comDirect: 250-756-0306877-226-3823Website: www.doughayassoc.comTwitter:
  80. 80. Copyright NoticeAll materials contained in these presentationsare protected by Canadian and United Statescopyright law and may not bereproduced, distributed, transmitted, displayed,published or broadcast without the prior writtenpermission of Doug Hay.The names of actual companies, products orimages mentioned herein may be the copyrightor trademarks of their respective owners.