Social Media Marketing
Conquering the Digital Divide!
What is Social Media Marketing?
How Does Social Media Fit in Your Marketing Plan?
What Social Media Channels are Right for...
Free confidential consulting assistance
Free Market Research Information
Low cost Training workshops
Innovation and techno...
Website Analysis Report
Name
Company/organization
Position
Website???
Social Media? Which ones?
WHAT is the ONE thing you want to take away today?...
What Is Social Media Marketing?
What is the Challenge?
Feeding the Cash Register
Email
Local Search
Web Site
Off-Line
BLOG
How Visitors Find Your Website
Traffic Sources ASBTDC website
Getting the Word Out
Where we create content to FEED our Blog/ Website Create Content in
a Form Customers
Want
Post it on ...
The Challenge Today?
How do you get found in a universe with:
500 MILLION websites?
150 MILLION Blogs
Over 200 BILLION Int...
How is Social Media Used?
• Customer Service
• Product/service feedback
• Industry networking
• Promotions/Contests
• News...
Creating a Social Media Plan
STEPS
Pre-planning
Listen to the conversations
Create TARGET profile
Set Specific Goals
Join ...
Step 1 Preplanning
What are your CURRENT Channels?
E-Mail?
Websites
Direct
Mail
Newsletters
Step 2 Listen to the Conversation
Secure your brand on social
platforms
Blogs, twitter, Facebook,
LinkedIn
Usernames uniqu...
Step 2 Listen to the Conversation
KEYWORD categories to identify:
Key industry influencers
Competitors
Industry news sourc...
How To Find the Right Sites
Your business or organization
Your Competition
Your product or service
Industry
Monitor for:
Networks your customers use
What they are interested in
What they are saying about your competition
What they are saying a...
Follow your competition on social media
See what networks they use
Evaluate how they connect
Evaluate “value” they add to ...
Step 3 Create Target Profile
Find KEY attributes by Listening
Chart out their presence in social
media
Market Segmentation...
Step 3 Create Target Profile
Target Audience is 24-50 males
350 billion spending power
16-19 hours online each week
96% jo...
Get detailed user data for 2012 at the ASU SBTDC
Pinterest Site at our Social Network Stats 2012!
Exactly Who Uses Social ...
Get more Facebook user data on our Facebook 2012 board
Visit the ASU SBTDC Facebook Page!
12 Point Facebook Page Audit
from Social Media Examiner
Optimize Your Facebook Page
See what the “Tweeple” look like: At Twitter 2012 Infographic
Connect with the ASU SBTDC on Twitter!
Google + Offers Insight into users at Google Plus Stats 2012
You can connect with us on Google Plus as well
Pinterest 2012 Stats and Figures…Plus How to Leverage Pinterest
We love to Pin Interesting information at the ASU SBTDC Bo...
Social network for businesses and Professionals LinkedIn Stats 2012
Of course love to connect with you on LinkedIn
Step 4 Set Specific Goals
Brand Awareness/Advocacy
Increase Traffic/Opt-Ins
Business Partnerships
Search Engine Results
Ge...
Step 5 – Join the Conversation
Establish an Editorial Calendar
Choose schedule for days you will
post
Keeps on Track & Org...
Why Good Content Matters
Educates
Informs
Entertains
Provides Value
Builds Trust
Creates Relationships…then
SELLS……
What is Good Content
Video
Images, pictures –
Articles
Infographics
eBooks/White Papers
Webinars
Podcasts
Coupons/discounts/special offers
How ...
Step 5 – Join the Conversation
THINK Conversation, not Campaign!
Don’t focus on selling
Ask questions/respond
Provoke enga...
Step 6 BONUS – Measure ROI
WHAT IS ROI?
Non-Financial:
Visitors
WOM
Page Views
Fans & Followers
FINANCIAL
Sales
Revenue
Tr...
Step 6 – Measure ROI
QUALITATIVE QUANTITATIVE
Involved in Industry
Conversations
How Customers Perceive us
versus competit...
First Things First:
Website
If a Local Business – Claim Local Listings
Leverage E-Mail to connect with customers
Develop a...
Tools, Tools and More Tools
Monitoring Tools
Listen to the conversations!
Read detailed “How To” set up at our storify posts
http://storify.com/asbtdc...
Facebook Tools
Slideshare.com upload your PowerPoint, word documents, pdf files,
brochures, even video online to share with your audience...
Storify.com Storify is one of the best platforms that allows users
to aggregate and display photos, articles, tweets and o...
Hootsuite.com
Buffer.com
Tweetdeck.com
Facebook Page Scheduler
Read all about these and other scheduling tools at our
Stor...
Fanpagekarma.com
Results for Batesville Area Chamber
Agora Plus Facebook Page Barometer
Batesville Area Chamber of Commerc...
More Facebook
Brandify Free Trial https://www.brandify.com/
Most Inclusive Tool: BRANDIFY
Contests
Facebook
9 Tips for A Successful
Facebook Contest – Social Media
Examiner
Facebook TOS and Contests Must
Know Fac...
Online Timing is EVERYTHING!
Timing and Social Media
Our Tips on Best Time
to Post Online by
social media network
AND by I...
Blogs to Follow on Social Media
http://storify.com/asbtdc_asu/blogs
HubSpot’s Internet Marketing Whitepapers & EBooks
Best How To Resources
Take advantage of training available in your area on
marketing, Online marketing, social media marketing
and stay up dated...
E-mail hlawrenc@astate.edu
Facebook http://www.facebook.com/asu.sbtdc
Facebook http://www.facebook.com/herb.lawrence
Twitt...
5 Steps for Social Media Success
5 Steps for Social Media Success
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5 Steps for Social Media Success

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Powerpoint used in small business workshops in Batesville, AR Wednesday, July 10th and Mountain Home Tuesday, July 23rd. Introduction to Social Media Marketing prepared and presented by the Arkansas State University Small Business and Technology Development Center hosted by the Batesville Area Chamber of Commerce

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  • Good news is that small businesses can create a lot of content at virtually no cost. The bad news… lots of folks are doing it and is crowwded
  • Megan this is our baseline for online marketing… note hover on website image and is link to our website
  • Bottom row is how we create visual content to engage middle is the publishing tool (our blog) over on it and is hot link to our blog then top is the channels we use to disciminate our content
  • Use Keyword link to go to Google Insights for Search and show examples
  • Demographic: age gender family size social class incomeGeographic region, population, climatePsychographic activities, interests, opinions, attitudesBehavioristic brand loyalty, benefits sought, readiness bo buy
  • Link to let them go to our Pinterest board that has infographics of demographic data about the top social sites
  • The what is ROI link is to an old video on ROI for social media
  • Note: social mention is still available but will not allow for email delivery anymore. Also the bottom link is an article I curated on how to use listening tools
  • Hot links to free or almost free content creation sites. They will go to my sites so you may have to have my login to access or use your own. Also bottom Linke “Tools to create Great Content” article I curated on Storify with tips and processes that they can access to learn how to use these.
  • Hot links to free or almost free content creation sites. They will go to my sites so you may have to have my login to access or use your own. Also bottom Linke “Tools to create Great Content” article I curated on Storify with tips and processes that they can access to learn how to use these.
  • Scheduling tools again hot links but to my sites may need login to access or use your own. Also bottom link is article I put together on how to use them
  • Scheduling tools again hot links but to my sites may need login to access or use your own. Also bottom link is article I put together on how to use them
  • Since the powerpoint has a lot of hot links I always allow the attendees to go back and download them onto their hard drives to access the links like all the articles I wrote. Goes to my slideshare account but anyone can access itl.
  • 5 Steps for Social Media Success

    1. 1. Social Media Marketing Conquering the Digital Divide!
    2. 2. What is Social Media Marketing? How Does Social Media Fit in Your Marketing Plan? What Social Media Channels are Right for You? What Messages Do You Send? What Tools to Use? How Do You Know It Works? Where do You Go Next? What We Will Cover
    3. 3. Free confidential consulting assistance Free Market Research Information Low cost Training workshops Innovation and technology consulting Website and social media analysis reports For more information visit the ASU SBTDC Website About Us
    4. 4. Website Analysis Report
    5. 5. Name Company/organization Position Website??? Social Media? Which ones? WHAT is the ONE thing you want to take away today? NOW! About YOU!
    6. 6. What Is Social Media Marketing?
    7. 7. What is the Challenge?
    8. 8. Feeding the Cash Register Email Local Search Web Site Off-Line BLOG
    9. 9. How Visitors Find Your Website Traffic Sources ASBTDC website
    10. 10. Getting the Word Out Where we create content to FEED our Blog/ Website Create Content in a Form Customers Want Post it on a site that search engines can index Spread the word on the RIGHT Channels
    11. 11. The Challenge Today? How do you get found in a universe with: 500 MILLION websites? 150 MILLION Blogs Over 200 BILLION Internet Display Banner Ads every 90 Days?
    12. 12. How is Social Media Used? • Customer Service • Product/service feedback • Industry networking • Promotions/Contests • News, company updates • Internal Collaboration
    13. 13. Creating a Social Media Plan STEPS Pre-planning Listen to the conversations Create TARGET profile Set Specific Goals Join Conversation Measure Return
    14. 14. Step 1 Preplanning What are your CURRENT Channels? E-Mail? Websites Direct Mail Newsletters
    15. 15. Step 2 Listen to the Conversation Secure your brand on social platforms Blogs, twitter, Facebook, LinkedIn Usernames unique Try to be consistent Set up monitoring platforms Google Alerts SocialMention.com Technorati Twitter Search
    16. 16. Step 2 Listen to the Conversation KEYWORD categories to identify: Key industry influencers Competitors Industry news sources Blog Comments
    17. 17. How To Find the Right Sites
    18. 18. Your business or organization Your Competition Your product or service Industry Monitor for:
    19. 19. Networks your customers use What they are interested in What they are saying about your competition What they are saying about your product What they are saying about: Monitoring will show you:
    20. 20. Follow your competition on social media See what networks they use Evaluate how they connect Evaluate “value” they add to customers Reactions of followers, fans, subscribers, etc. STEAL What works! AVOID what isn’t working Industrial Espionage Action Items: Secure your BRAND Set up Monitoring Channels
    21. 21. Step 3 Create Target Profile Find KEY attributes by Listening Chart out their presence in social media Market Segmentation Demographic Geographic Psychographic Behavioristic Continue to gather customer information along the way
    22. 22. Step 3 Create Target Profile Target Audience is 24-50 males 350 billion spending power 16-19 hours online each week 96% joined social networks 78% trust peer recommendations Only 14% trust advertisements Belong to: Quantcast Twitter: 31 Facebook: 33 LinkedIn 39
    23. 23. Get detailed user data for 2012 at the ASU SBTDC Pinterest Site at our Social Network Stats 2012! Exactly Who Uses Social Networks? Are they my Potential Customers? http://pinterest.com/astatesbdc/
    24. 24. Get more Facebook user data on our Facebook 2012 board Visit the ASU SBTDC Facebook Page!
    25. 25. 12 Point Facebook Page Audit from Social Media Examiner Optimize Your Facebook Page
    26. 26. See what the “Tweeple” look like: At Twitter 2012 Infographic Connect with the ASU SBTDC on Twitter!
    27. 27. Google + Offers Insight into users at Google Plus Stats 2012 You can connect with us on Google Plus as well
    28. 28. Pinterest 2012 Stats and Figures…Plus How to Leverage Pinterest We love to Pin Interesting information at the ASU SBTDC Boards
    29. 29. Social network for businesses and Professionals LinkedIn Stats 2012 Of course love to connect with you on LinkedIn
    30. 30. Step 4 Set Specific Goals Brand Awareness/Advocacy Increase Traffic/Opt-Ins Business Partnerships Search Engine Results Generate Leads Reduce CRM Costs Increase Revenues
    31. 31. Step 5 – Join the Conversation Establish an Editorial Calendar Choose schedule for days you will post Keeps on Track & Organize Content Consistency Helps when you need Content Ideas
    32. 32. Why Good Content Matters
    33. 33. Educates Informs Entertains Provides Value Builds Trust Creates Relationships…then SELLS…… What is Good Content
    34. 34. Video Images, pictures – Articles Infographics eBooks/White Papers Webinars Podcasts Coupons/discounts/special offers How to Spread Content Know how subscribers in different networks PREFER to receive your content
    35. 35. Step 5 – Join the Conversation THINK Conversation, not Campaign! Don’t focus on selling Ask questions/respond Provoke engaging dialogue Earn a REPUTATION When consumers TRUST your content, they will TRUST YOUR PRODUCTS/ SERVICES
    36. 36. Step 6 BONUS – Measure ROI WHAT IS ROI? Non-Financial: Visitors WOM Page Views Fans & Followers FINANCIAL Sales Revenue Transactions Coupons
    37. 37. Step 6 – Measure ROI QUALITATIVE QUANTITATIVE Involved in Industry Conversations How Customers Perceive us versus competition Did we build KEY relationships Moving from MONOLOGUE to DIALOGUE? Website Analytics Social Mentions SEO Ranking Link Clicks Newsletter/E-mail Subscribers added
    38. 38. First Things First: Website If a Local Business – Claim Local Listings Leverage E-Mail to connect with customers Develop a Buyer Persona to target best customer Determine what is important to that segment Set Up Monitoring Platforms Determine the RIGHT social networks Determine the RIGHT type of Content Start Delivering Good Content they VALUE Find tools to make your Online Marketing Easier What is Next?
    39. 39. Tools, Tools and More Tools
    40. 40. Monitoring Tools Listen to the conversations! Read detailed “How To” set up at our storify posts http://storify.com/asbtdc_asu/monitoring http://addictomatic.com/ https://twitter.com/search http://www.socialmention.com/ http://www.google.com/alerts
    41. 41. Facebook Tools
    42. 42. Slideshare.com upload your PowerPoint, word documents, pdf files, brochures, even video online to share with your audience Animoto.com Video creation and sharing tool that allows you to upload images and short video clips, add text, then mix with a great music library to share with your fans. YouTube – Fits as both a support tool and as its own social network. Shoot video from anywhere, upload to YouTube and share on your sites. Get more information about Slideshare, Animoto and YouTube at our Storify article “Tools to Create GREAT Content” Tools to Create Content
    43. 43. Storify.com Storify is one of the best platforms that allows users to aggregate and display photos, articles, tweets and other content from across the web. Paper.li Allows you to curate your favorite twitter, Facebook and RSS sites, writers, etc. into an online newspaper just for your readers. Tools to Curate Content
    44. 44. Hootsuite.com Buffer.com Tweetdeck.com Facebook Page Scheduler Read all about these and other scheduling tools at our Storify article “Scheduling Tools for Beginners” Tools to Save Time
    45. 45. Fanpagekarma.com Results for Batesville Area Chamber Agora Plus Facebook Page Barometer Batesville Area Chamber of Commerce Vs Barometer Simplymeasured http://simplymeasured.com/ Nutshell Mail https://nutshellmail.com/ Sample Tools to Analyze Your Activity
    46. 46. More Facebook
    47. 47. Brandify Free Trial https://www.brandify.com/ Most Inclusive Tool: BRANDIFY
    48. 48. Contests Facebook 9 Tips for A Successful Facebook Contest – Social Media Examiner Facebook TOS and Contests Must Know Facebook Policies on PROMOTIONS https://www.facebook.com/page_guid elines.php#promotionsguidelines Pinterest Easy Contest Ideas for Pinterest
    49. 49. Online Timing is EVERYTHING! Timing and Social Media Our Tips on Best Time to Post Online by social media network AND by Industry
    50. 50. Blogs to Follow on Social Media http://storify.com/asbtdc_asu/blogs
    51. 51. HubSpot’s Internet Marketing Whitepapers & EBooks Best How To Resources
    52. 52. Take advantage of training available in your area on marketing, Online marketing, social media marketing and stay up dated. Meet with our consultants for assistance in developing the RIGHT social media marketing plan Stay informed HAVE FUN! Download this PowerPoint for links at: http://www.slideshare.net/hlawrenc/ FINALLY
    53. 53. E-mail hlawrenc@astate.edu Facebook http://www.facebook.com/asu.sbtdc Facebook http://www.facebook.com/herb.lawrence Twitter http://www.twitter.com/asbtdc_asu LinkedIn http://www.linkedin.com/in/asusbtdc Google Plus https://plus.google.com/u/0/116773498364928584762/ posts Pinterest http://pinterest.com/astatesbdc/ Oh… or call me (870) 972-3517 Connect with Us
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