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Social Media basics and strategies for small business owners.

Social Media basics and strategies for small business owners.

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  • Hello thanks for taking time to tune in today! My name is Eric Ellis and I’m excited to present social media basics to you today. To give you some background about myself, I’ve worked within social media for the past almost 5 years. I really fell in love with social media through my master’s program in strategic communication management, but really cultivated my interest and desire as a career path through using social media strategy and analytics via here at Deluxe, retail and grocery companies and non-profits. I’d like you to think of this as a valuable learning opportunity… A chance to hear about how social media can help your business be successfulAsk questions And don’t forget to follow our deluxe corp social channels for interesting articles pertaining to small business. You can also follow me at ericjohnellis on Twitter.
  • Talking points: To start things off, I want you to know that social media is still alive and well and still actually growing! This graph from Pew Research shows growth in the major social media channels out there like Facebook, LinkedIn, Pinterest, Twitter and Instagram. And who’s responsible for this growth? If you thought it was the younger generation… You’d be wrong actually! Fast Company released statistics in November 2013 that saw the 55-64 year old growth on Twitter specifically has grown 79% since 2012. Facebook grew 46% for that same demographic! And 93% of businesses are on social media! I still have conversations with people today that consider social media as a fad, or a flash in the pan. I’m here to tell you that social media channels like Facebook, Twitter and all the others may not exist forever, BUT, social media will only expand and take on new experiences. Not only will new social media network channels arise, the ways at which we experience them will also change. From Pew Research, 2013 statistics showed that 40% of all social media experiences happen on a cell phone or smartphone. This is a huge finding! Not only do you reach people via social media where they live and work… but you ALSO reach them every where they go. Keep this in mind as you plan your marketing campaigns. If you are a brick and mortar retail store or have products in brick and mortar stores, realize that you can ACTUALLY be reaching your customer while he or she is INSIDE your store, shopping your products. Or that your customer may actually be comparing products side by side while on retail shelves.
  • Talking Points:Emphasize that this is an ongoing commitmentNeeds to be done on a regular, predictable basisNow that you have a plan in place, you will better understand what kinds of resources you’ll need to implement it and keep it current. Do you need to bring someone in from the outside to help? I wouldn’t suggest hiring your nephew for this, hire a reputable company that can show you some solid past results. I know Deluxe offers social media set up and ongoing support among others that are out there.
  • Talking Points:One of the things I have often been asked is how do you measure Social Return on Investment? To this, my response would be, first look back at your objectives. What are you trying to accomplish? If your objective is to use social media to help build your email acquisition practice, and you implemented contests of which entrants have to drop their email address going through the experience, then those actual email address captures would be your tied back to social ROI. If your objective is to build awareness about your brand, campaign or product, then you can track clicks to your social content. Facebook and Twitter both track your URL clicks to your content. No matter your objective, look to social media and metrics to measure how your efforts are being tied back to your objectives.
  • Talking Points:Remember, you’re unique. You have something to offer that sets you apart from big brands. You have a unique brand story and voice. Use this to your advantage. Here’s a sample of my latest blog post on deluxe.com/blog. Two big ways you can WIN in social media is 1) Commit: commit to using and implementing great social media experiences, regularly! 2) Converge: Converge your marketing channels with social media. Use social media as another form of touch-point to your customer. If you use email marketing, direct marketing, converge those with social media!
  • Here’s what’s coming upSolicit feedback??Thank youHope to see you again

Social media basics_032813 Social media basics_032813 Presentation Transcript

  • © 2014 Deluxe Enterprise Operations, Inc. All rights reserved.© 2014 Deluxe Enterprise Operations, Inc. All rights reserved. …………………………………………………………………………………… Eric Ellis – Deluxe Corporation
  • © 2014 Deluxe Enterprise Operations, Inc. All rights reserved.© 2014 Deluxe Enterprise Operations, Inc. All rights reserved.  What is Social Media?  Why Social Media Works for Small Businesses  The 5 Key Elements of a Successful Social Media Campaign  Listen  Identify  Strategize  Engage  Measure @ericjohnellis @deluxecorp Facebook.com/deluxecorp
  • © 2014 Deluxe Enterprise Operations, Inc. All rights reserved.© 2014 Deluxe Enterprise Operations, Inc. All rights reserved.
  • © 2014 Deluxe Enterprise Operations, Inc. All rights reserved.© 2014 Deluxe Enterprise Operations, Inc. All rights reserved. Social media sites, 2012-2013 % of online adults who use the following social media websites, by year PEW RESEARCH CENTER Facebook LinkedIn Pinterest Twitter Instagram 67 71 20 22 15 21 16 18 13 17 2012 2013
  • © 2014 Deluxe Enterprise Operations, Inc. All rights reserved.© 2014 Deluxe Enterprise Operations, Inc. All rights reserved. SOCIAL MEDIA = EXPERTISE EXPERTISE = SALES
  • © 2014 Deluxe Enterprise Operations, Inc. All rights reserved.© 2014 Deluxe Enterprise Operations, Inc. All rights reserved. Strategize Identify Measure Engage LISTEN Voice Development Channel Leveraging Content Planning Relationship Fostering Upfront, Open and Transparent Adding to the Conversation ROI Analysis Data Aggregation Effort Optimization Objectives & Goals Social Media Mapping Habits, Motivations & Influence
  • © 2014 Deluxe Enterprise Operations, Inc. All rights reserved.© 2014 Deluxe Enterprise Operations, Inc. All rights reserved. Strategize Identify Measure Engage LISTEN Voice Development Channel Leveraging Content Planning Relationship Fostering Upfront, Open and Transparent Adding to the Conversation ROI Analysis Data Aggregation Effort Optimization Objectives & Goals Social Media Mapping Habits, Motivations & InfluenceSocial Media Optimization  Customers are already talking about your business. Do you know what they are saying?
  • © 2014 Deluxe Enterprise Operations, Inc. All rights reserved.© 2014 Deluxe Enterprise Operations, Inc. All rights reserved. google.com/alerts
  • © 2014 Deluxe Enterprise Operations, Inc. All rights reserved.© 2014 Deluxe Enterprise Operations, Inc. All rights reserved. Facebook Graph Search
  • © 2014 Deluxe Enterprise Operations, Inc. All rights reserved.© 2014 Deluxe Enterprise Operations, Inc. All rights reserved. twitter.com/search-advanced
  • © 2014 Deluxe Enterprise Operations, Inc. All rights reserved.© 2014 Deluxe Enterprise Operations, Inc. All rights reserved.  RSS (Real Simple Syndication) allows you to subscribe to any website that has one of these in the address bar. You can then track every site you’re subscribed to without having to go to each individual site.
  • © 2014 Deluxe Enterprise Operations, Inc. All rights reserved.© 2014 Deluxe Enterprise Operations, Inc. All rights reserved. socialmention.com
  • © 2014 Deluxe Enterprise Operations, Inc. All rights reserved.© 2014 Deluxe Enterprise Operations, Inc. All rights reserved. Social Media Optimization Strategize Identify Measure Engage LISTEN Voice Development Channel Leveraging Content Planning Relationship Fostering Upfront, Open and Transparent Adding to the Conversation ROI Analysis Data Aggregation Effort Optimization Objectives & Goals Social Media Mapping Habits, Motivations & Influence
  • © 2014 Deluxe Enterprise Operations, Inc. All rights reserved.© 2014 Deluxe Enterprise Operations, Inc. All rights reserved.  What are your Business Goals?  Use these goals to develop SMART objectives:  Specific  Measurable  Attainable  Realistic  Time-Based Identify
  • © 2014 Deluxe Enterprise Operations, Inc. All rights reserved.© 2014 Deluxe Enterprise Operations, Inc. All rights reserved. Who is your Audience  Who do you need to reach and why?  What do you want them to know?  What social media tools are they using?
  • © 2014 Deluxe Enterprise Operations, Inc. All rights reserved.© 2014 Deluxe Enterprise Operations, Inc. All rights reserved. Social Media Optimization Strategize Identify Measure Engage LISTEN Voice Development Channel Leveraging Content Planning Relationship Fostering Upfront, Open and Transparent Adding to the Conversation ROI Analysis Data Aggregation Effort Optimization Objectives & Goals Social Media Mapping Habits, Motivations & Influence
  • © 2014 Deluxe Enterprise Operations, Inc. All rights reserved.© 2014 Deluxe Enterprise Operations, Inc. All rights reserved. Business Goals Social Media Objective To make money and to stay in business Increase “client” base by 10% in next 6 months, recruit new “clients,” draw traffic to website To increase the number of new “clients” Keep the local community updated on happenings, discounts, events to increase sales by 5% in the next month To stay connected with clients and provide better customer service Understand how “clients” use social media and monitor what “clients” are saying about your company to increase client engagement by 20% year over year
  • © 2014 Deluxe Enterprise Operations, Inc. All rights reserved.© 2014 Deluxe Enterprise Operations, Inc. All rights reserved.  Twitter  Purpose: Increase recognition, increase engagement, establish network, establish brand, searchability
  • © 2014 Deluxe Enterprise Operations, Inc. All rights reserved.© 2014 Deluxe Enterprise Operations, Inc. All rights reserved. Blog  Purpose: Increase recognition, increase engagement, searchability
  • © 2014 Deluxe Enterprise Operations, Inc. All rights reserved.© 2014 Deluxe Enterprise Operations, Inc. All rights reserved. Testimonials Events Giving back to your community Social Exclusive Offers
  • © 2014 Deluxe Enterprise Operations, Inc. All rights reserved.© 2014 Deluxe Enterprise Operations, Inc. All rights reserved. Social Media Optimization Strategize Identify Measure Engage LISTEN Voice Development Channel Leveraging Content Planning Relationship Fostering Upfront, Open and Transparent Adding to the Conversation ROI Analysis Data Aggregation Effort Optimization Objectives & Goals Social Media Mapping Habits, Motivations & Influence
  • © 2014 Deluxe Enterprise Operations, Inc. All rights reserved.© 2014 Deluxe Enterprise Operations, Inc. All rights reserved.  Time and resources  Plan on at least 5 hrs. per week  Make sure you have a good work plan in place  Identify the need for outside expertise  Locate and engage resources needed for success
  • © 2014 Deluxe Enterprise Operations, Inc. All rights reserved.© 2014 Deluxe Enterprise Operations, Inc. All rights reserved.  Behavior Guidelines  Be transparent  Be honest  Be appropriate  Be diplomatic  Never comment on legal matters  BE SMART
  • © 2014 Deluxe Enterprise Operations, Inc. All rights reserved.© 2014 Deluxe Enterprise Operations, Inc. All rights reserved. Strategize Identify Measure Engage LISTEN Voice Development Channel Leveraging Content Planning Relationship Fostering Upfront, Open and Transparent Adding to the Conversation ROI Analysis Data Aggregation Effort Optimization Objectives & Goals Social Media Mapping Habits, Motivations & InfluenceSocial Media Optimization
  • © 2014 Deluxe Enterprise Operations, Inc. All rights reserved.© 2014 Deluxe Enterprise Operations, Inc. All rights reserved.  Social ROI
  • © 2014 Deluxe Enterprise Operations, Inc. All rights reserved.© 2014 Deluxe Enterprise Operations, Inc. All rights reserved.  Your website is your hub  Start by listening  Develop a plan in alignment with your goals  Identify, strategize, engage, measure  Keep adjusting and improving
  • © 2014 Deluxe Enterprise Operations, Inc. All rights reserved.© 2014 Deluxe Enterprise Operations, Inc. All rights reserved.  Your story is unique  Social Media is a great way to share it
  • © 2014 Deluxe Enterprise Operations, Inc. All rights reserved.© 2014 Deluxe Enterprise Operations, Inc. All rights reserved. ……………………………………………………………………………………
  • © 2014 Deluxe Enterprise Operations, Inc. All rights reserved.© 2014 Deluxe Enterprise Operations, Inc. All rights reserved.  Learn More:  Visit www.deluxe.com  Or Connect With Us:  Twitter: @deluxecorp  facebook.com/deluxecorp  youtube.com/deluxecorporation  linkedin.com/company/deluxe-corporation All trademarks are the property of their respective owners. @ericjohnellis