Social Media for Small Business
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Social Media for Small Business

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From small business networking group meeting held 11/30/2011 at Cafe Bene at intersection of Cleveland and Grand Ave. in St. Paul, Minnesota. Chris McLaren presented concepts and recommendations on ...

From small business networking group meeting held 11/30/2011 at Cafe Bene at intersection of Cleveland and Grand Ave. in St. Paul, Minnesota. Chris McLaren presented concepts and recommendations on how to use social media in marketing for small business.

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  • In  Web 2.0  terms, this would be a website that doesn't just give you information, but interacts with you while giving you that information. This interaction can be as simple as asking for your comments or letting you vote on an article, or it can be as complex as  Flixster  recommending movies to you based on the ratings of other people with similar interests.
  • In  Web 2.0  terms, this would be a website that doesn't just give you information, but interacts with you while giving you that information. This interaction can be as simple as asking for your comments or letting you vote on an article, or it can be as complex as  Flixster  recommending movies to you based on the ratings of other people with similar interests.
  • In  Web 2.0  terms, this would be a website that doesn't just give you information, but interacts with you while giving you that information. This interaction can be as simple as asking for your comments or letting you vote on an article, or it can be as complex as  Flixster  recommending movies to you based on the ratings of other people with similar interests.
  • In  Web 2.0  terms, this would be a website that doesn't just give you information, but interacts with you while giving you that information. This interaction can be as simple as asking for your comments or letting you vote on an article, or it can be as complex as  Flixster  recommending movies to you based on the ratings of other people with similar interests.
  • While Google is not going to become obsolete overnight, the trend is now distinctly movingaway from Google's area of domination and toward the social media marketplace.  Products like Facebook are emerging as platforms which can displace your need for a web site (why build a web site when all you need is on their platform?) or even email.  Their referral networks have the ability to be more powerful than a generic web search when you seek information.  And by tying you together with others like you, they can probably move you to products and buying locations you really want faster than a keyword Google-style search.  BNet.comheadlined "How Facebook Intends to Supplant Google as the Web's #1Utility," and it just might happen - as we see users are increasingly spending more time on Facebook than Google (see chart) Source: Silicon Alley Insider
  • Defining the field of inquiry
  • Advocacy platform Partner / Franchisee social media activation Social Media promotions Curation Branded outpost build and asset publishing Implement a Social Media Marketing System (SMMS) Non-Branded Social Media engagement / ROI tracking (aka social CRM) SEO backlinking campaign for Travel Leaders website Syndicated “Chat” Facebook and TL.com connect with agents Travel blogging / influencer campaigning
  • Illustrating what is meant by brand community.
  • In  Web 2.0  terms, this would be a website that doesn't just give you information, but interacts with you while giving you that information. This interaction can be as simple as asking for your comments or letting you vote on an article, or it can be as complex as  Flixster  recommending movies to you based on the ratings of other people with similar interests.
  • Illustrating the symbiotic relationship between conversion events and other forms of value generated through social media marketing. Explain how conversion still matters and ought to be thought of as central, key indicator of effectiveness. From a tactical POV, social media should be thought of as capable of delivering all four value types – because in fact, it does.
  • Illustrating the various common metrics and how they tend to fit into the high level categories illustrated on previous slide.
  • Website: http://www.microsoft.com/business/ MM Facebook SMB Facebook Twitter SMB LinkedIn – Products Page on Microsoft “In” page YouTube (Microsoft Small Business)
  • Social Content Playbook Social Widgets Dashboard Design Social Activation for Partners Facebook: “Ask A Partner” Application Facebook: Promotion (Customer) Facebook: Promotion (Partner) Facebook: Custom UX implementation Social Advocacy Platform Dashboard Design Demand Generation / Awareness Building
  • In  Web 2.0  terms, this would be a website that doesn't just give you information, but interacts with you while giving you that information. This interaction can be as simple as asking for your comments or letting you vote on an article, or it can be as complex as  Flixster  recommending movies to you based on the ratings of other people with similar interests.

Social Media for Small Business Social Media for Small Business Presentation Transcript

  • Mastermind Group Meeting
  • Agenda
    • Introduction
    • What is Social Media?
    • How can social media be used by small/mid sized businesses for marketing?
    • What ways can social media be used for marketing aside from the usual suspects (i.e., Facebook and Twitter)
    • How can social media be used in conjunction with other forms of marketing (email, etc.)?
  • Introductions
    • Chris McLaren - Director, Emerging Media
  • Social Media Offerings + Select Clients Strategy & Consulting Services
    • SM Outpost strategy and management
    • Social CRM - Monitoring , Measurement, Engagement
    • Thought Leadership Marketing
    • Event Marketing (microblogging, video capture / publishing, SlideShare)
    • SEO media asset development, publishing, tagging
    • Social Media Identity Protection
    • SM Analytics / Dashboards
    • Legal Services (Campaign design, Rules, Terms & conditions)
    Software Integration
    • SM Promotions (Wildfire)
    • eCommerce (BazaarVoice)
    • B2B CRM (Salesforce)
    • Loyalty and Community building (Pluck, Lithium)
    • Content Curation (Magnify, Curation Station)
    • Collaborative and cross-channel marketing (Spredfast, Sprinklr)
    • Monitoring / Social CRM (Radian6, Visible Technologies)
    • Viral tracking / Earned Media Measurement (Meteor)
    • Profiling / Retargeting / Advocacy modeling (Rapleaf, Flowtown)
    Custom Development
    • Custom Loyalty / Sweepstakes, Contests, Promotions, Training, Community
    • Custom Facebook Applications:
      • Photo/Video Contests
      • Localization
    • Facebook OpenGraph API integration
    • Dynamic live/social content display widgets
    • Social Media-technology mashups (Crimson Hexagon, Google/Bing Maps, etc)
    • Mobile Applications Development
    • WAP site enablement
    Media
    • Cross-channel campaign design and execution
    • Social Media Advertising
      • Twitter (Tweets/handles/ hashtags)
      • Facebook (DirectServe, PPL model, others)
      • LinkedIn (InMail, Display ads)
      • YouTube
      • … More
  • WHAT IS SOCIAL MEDIA?
  • What is social media?
    • Media = An instrument for communication (examples: newspaper or a radio)
    • Social media = A social instrument of communication (examples: wikis, blogs, social networks like Facebook)
  • What is social media?
    • Think of regular media as a mostly one-way street where you can read a newspaper or listen to a report on TV, but you have very limited ability to give your thoughts on the matter:
    Publisher media/news or business Consumer “target audience” Content
  • What is social media?
    • Social media on the other hand, is a two-way street that gives you the ability to communicate back to the original publisher - and do so in a way that others can see, discuss, and share as well:
    Publisher media/news or business Content Response Consumer “target audience”
  • Marketing continues to get more complex. The need to focus efforts on mastering and incorporating new approaches to maximize effectiveness is clear. 1990s 1999 2000s 2010 IM Email Direct Mail Telephone TV Radio Print Display Cable TV Website Search Online Display IM Email Direct Mail Telephone TV Radio Print Display Website Search Online Display Paid Search Landing Pages Microsites Online Video Webinars Affiliate Marketing Mobile Email SMS IM Email Direct Mail Telephone TV Radio Print Display Website Search Online Display Paid Search Landing Pages Microsites Online Video Affiliate Marketing Webinars Blogs RSS Podcasts Contextual Wikis Social Networks Mobile Web Social DM Voice Marketing Mobile Email SMS + MMS IM Email Direct Mail Telephone TV Radio Print Display Website Search Online Display Paid Search Landing Pages Microsites Online Video Affiliate Marketing Webinars Blogs RSS Podcasts Contextual Wikis Social Networks Mobile Web Behavioral Social Media & Ads Virtual Worlds Widgets Twitter Mobile Apps & Geolocation <1990 Direct Mail Telephone TV Radio Print Display TV Radio Print Display Website Search Online Display Paid Search Landing Pages Microsites Online Video Affiliate Marketing Webinars Blogs RSS Podcasts Contextual Wikis Social Networks Mobile Web Behavioral Social Media & Ads Virtual Worlds Widgets Twitter Mobile Apps & Geolocation = Driven/Owned by Emerging media = Significantly affected by Emerging media Social DM Voice Marketing Mobile Email SMS + MMS IM Email Direct Mail Telephone
  • Social media is where the people are
  • Facebook is the most popular site in the world; a corresponding marketing shift is overdue
  • Social Media Marketing context
    • Online community includes, but is more than, social media
      • All relevant online conversations and interactions
      • As they occur in brand and non-brand communities
    All relevant online conversations and corresponding venues, participants (this is the opportunity space)
    • Highly dynamic; about listening and (occasionally) engaging directly
    • Monitor and engage for community building, support, and lead gen
    • Use Social CRM to find, monitor and engage measurably
    • Distribute leads to sales
    • Distribute insights across company
    Gage Confidential. All Rights Reserved. Non-Brand Brand Non-Brand Community
    • Cross-community interactions assumed, encouraged, leveraged… measured
    Brand Community = Website (Hub) + Outposts Non-Brand Brand
  • HOW CAN SOCIAL MEDIA BE USED BY SMALL/MID SIZED BUSINESSES FOR MARKETING?
  • How Social Media Drives Conversions Awareness Engagement How people generally experience brands in social media Seen from a measurement POV Awareness Engagement Advocacy Conversion Time 0% 100% Ratio to a conversion (example) 100,000:1 5,000:1 50:1 Advocacy Feedback Loop Conversions 1:1 Users take a desired action Buy online, live chat, contact form, whitepaper download, visit specified site content, email sign up, RSS, SMS, etc.
  • Commonly-used metrics… and what they represent Gage Confidential. All Rights Reserved. Advocacy
    • Advocacy Behaviors (various, including:)
      • Retweets
      • Testimonials
      • Recommendations
      • Referrals
    • Co-creation/User Generated Content
    • Content Sharing
    • Activity Sharing
    • Information Sharing
    Conversion
    • B2B:
    • Users take actions known to drive meaningful business outcomes:
    • Demo sign ups
    • Webinar sign ups
    • Contact forms
    • Whitepaper downloads
    • Email sign ups
    • Visits to desired site content
    • B2C:
    • Go to store and buy
    • Find a partner/distributor
    • Lead form
    Engagement
    • Comments
    • Visit Rate or Content Resonance
    • Return Visits
    • Click-throughs
    • Registrations/Opt-ins
    • Retweets
    • Replies
    • Referrals
    • Recommendations
    • Thread Size
    • Time with Content
    • Suggestions/Feedback
    • Content Downloads
    • Content Sharing
    • Spinoff Content
    A E C L Vibrant communities continuously foster Advocacy behaviors, which can be even more valuable than conversions
  • Cindy Bates’ Blog Business Insights e Newsletter Products on Microsoft “In” Page
  • Demand Generation (Partner + Customer) Social Advocacy Platform Partner Customer Feedback Loop Conversion Users take desired action Usually occurs on hubs Time 0% 100% (Org/Structure) Social Content Playbook Dashboard Performance Reporting SCRM Platform Branding
  •  
  • Strategic/Enterprise Social CRM
    • Scale to manage multiple social media channels
    • Save time publishing content across accounts
    • Coordinate publishing as a team – internal corporate staff, agency, and/or third party partners
    • Find content
    • Improve outreach
    • Track effectiveness of social media content and tactics
    • Track revenue impact of social media activities
    • Some SCRMs are free (HootSuite)
    Gage Confidential. All Rights Reserved.
  • Social Advertising Characteristics Uses
    • Highly Targetable
      • … Target interests, likes, etc.
      • Can target on any profile data
      • Demographics and (far) beyond
    • Contextual
      • Peer-influenced (Example: Facebook Stories)
    • Use to build Awareness …
      • … of promotions or other content
      • … of new branded channels/platforms
    • Use to drive Engagement …
      • … with promotions, events, etc.
      • Use to drive Conversions
  • Social Media Promotions Gage Confidential. All Rights Reserved. Use to drive awareness, engagement and loyalty
  • So, how to use?
    • Be present . It is relatively easy to set up branded channels. Do it. Populate them with your text, photos, videos, white papers, etc.
    • Communicate. Develop a content calendar and publish to your branded channels once a day. ~80% curated (stuff you didn’t write but like and consider relevant), ~20% self-promotional. Be interesting. Be human . Try a promotion (see helper vendors on next slide)
    • Monitor and engage. Set up Google alerts. Monitor your branded channels once a day.
    • Advertise!!! It’s cheap, easy, and it works. Because it’s where the people are.
      • Facebook
      • Linkedin
  • Plug and play apps Vendor Description Cost Wildfire Facebook Promotions app. Used successfully for Gage Outdoor campaign. See pricing at http://wildfireapp.com/pricing . Note: Wildfire does not provide legal services. Also offer new social marketing suite similar to BM, Involver. Offers range of service options from very inexpensive and non-customizable and no data access, to $10k+ for fully whitelabeled version (per campaign) North Social Pre-built apps, like BM, but no code-level customization available. Takes a lot of creative and consulting time to get set up, but far less dev time (practically none, depending on experience client is seeking to generate) Cost is $30/month for entire app suite. SnapApp
    • Pre-built apps, with stronger code-level customization available than North Social. Takes creative and consulting time to get set up, but little or no dev time. These are primarily ENGAGEMENT-DRIVING Apps, including:
    • Trivia Quizzes
    • Personality Tests
    • Polls
    • Surveys
    • Sweepstakes
    • Mobile Apps
    $3000 per year, white label version. ShortStack More robust  than North Social or SnapApp, this company’s capabilities allow for visual customization via CSS and java of pre-built Facebook applications which can be assembled on a single tab or as individual tabs. Most Facebook development will be able to be done within ShortStack, reserving client budget for non-Tech items and delivering higher value. $30/month. Pricing is month-to-month. SMB Tweet SMB Tweet allows us to create specific and relevant audiences via Twitter.  It’s an inexpensive follower acquisition play without spending precious human resources to implement it.  SMB Tweet will follow and unfollow targeted users if they don’t reciprocate within an appropriate number of daily follows (so it doesn’t look robotic).  We can manage all accounts from one admin portal.  They’re a local company, great customer support, easier to use than Tweet Adder and more targeted.  Cost is $20/month per twitter handle. We have tested SMB Tweet (extended free trials) for 3M, Microsoft, and Gage.
  • HOW CAN SOCIAL MEDIA BE USED IN CONJUNCTION WITH OTHER FORMS OF MARKETING (EMAIL, ETC.)?
  • Think CRM Awareness Engagement Advocacy Conversion
  • Source: http://www.sfgate.com/cgi-bin/blogs/abraham/detail?entry_id=85553#ixzz1HWJvlmuV Twitter: Marketing Overview
    • Impressions matter in the “Twitterverse”
    • Even if a person doesn't react to a Twitter tweet, they see the tweet. We can't know when they saw it, or even when or if they did, but since it's out there, it's visible. Thus, it's an ad impression, and the more Twitter Followers the submitter has, the more impressions that tweet's going to get.
    • That's why the number of Twitter Followers is important: as the basis for ad impressions. This perspective also gives value to the tweet issued. The more followers you have, and the more you tweet each day, the more valuable the tweets become.
    • Something else also not considered by Twitter reach analysis systems is that now, with social network search engines like SocialMention.com, and Facebook feeds for Twitter, that Twitter tweet is seen by more people than just in the Twitterverse.
    • Twitter is mostly a TOP OF THE FUNNEL channel
  • Twitter: Account Growth
  • Facebook: Marketing Overview
    • More than 800 million active users
    • 50% (half) log on at least once in any given day
    • Average user has ~130 friends
    • People spend over 700 billion minutes per month on Facebook
    • FACEBOOK VALUE IS MORE BALANCED – PROVIDES AWARENESS, ENGAGEMENT, CONVERSION, ADVOCACY
  • Example mobile scenarios/actions Scenarios: Drive traffic and participation in a survey, sweepstakes, landing page, event, etc.   Awareness = Prospect is aware of and/or knowledgeable about offering  Engagement = Prospect acts to indicate a desire to start, continue and/or deepen information exchange  Conversion = Prospect takes an action known to drive desired outcome  Advocacy = Customer or influencer takes an action in support or recommendation of offering and/or your brand here Possible user actions: Value to Brand Complete a survey / enter a contest   Sign up for alerts + notifications    Share and/or recommend to one or more in their social network     Broadcast their activity to their social net    Have a public or private virtual conversation with a brand rep    
  • Think CRM
    • Twitter is the least addictive but “cheapest” commitment; Facebook is the most addictive but “costliest”
    • The more you grow your community (aka followers and fans) in social media, the greater your reach. Greater reach means more awareness, engagement, conversion, and advocacy behaviors you’re likely to get over time.
    • Content is the hardest part; Use social channels in conjunction with website, blog, email, etc.; cross promote both your social channels and your content to get maximum value.
    • Content = blog posts, new products, update website content, company news, events, promotions, quizzes, polls, games, etc.
  • For more information Chris McLaren Director, Emerging Media & Strategy Gage Marketing Group Phone: 763-595-3855 [email_address] http://about.me/cmclaren1 Twitter: @cmclaren1