6 Steps to Social Media Marketing           SUCCESS! By Herb Lawrence, ASU Small Business and Technology Development Cente...
What is Social Media?Social media is media designed to bedisseminated through socialinteraction, created using highly acce...
What is Social Media? An ongoing conversation  that’s happening RIGHT  NOW A promotional channel for  content distributi...
Marketing Fundamentals Haven’t changedEffective Marketing Segmenting your Market Developing Target Groups Information C...
The “On-Line” Elephant                                       Traditional Media                           Web Site      Per...
Where they Get News/Information
Current Statistics  3 out of 4 use Social networksregularly  Social media overtaken e-mailas #1 activity on the web    ◦...
Customer NOW Find You                                       New Consumers(Maybe)  Begin Search on-Line  Includes B2B  R...
THE CHALLENGE
Social Media Platforms           Of nearly 800 million            users, 20 million join fan            pages daily      ...
Social Media Platforms Over 80 Million users 80% of Twitter usage  happens off of  twitter.com Over 10 million  updates...
Social Media Platforms             2nd largest search engine             4th largest site on web             13 hours v...
Social Media Platforms   Network for Business Professionals   55 Million Worldwide   Dominate Group 35-49 & 50+   Deve...
How is Social Media Used?•   Customer Service•   Product/service feedback•   Industry networking•   Promotions/Contests•  ...
Creating a Social MediaPlan   STEPS    ◦   Pre-planning    ◦   Listen to the conversations    ◦   Create TARGET profile  ...
Step 1 PREPLANNING   ASK YOURSELF:    ◦ Information Flow in Your Industry    ◦ Where do People Get Information?    ◦ How ...
Step 1 Preplanning   What are your CURRENT Channels?      E-Mail?          Direct                       Mail             ...
Step 1 Preplanning   Asking Questions reminds you WHO    YOU ARE and WHO YOU WANT TO    BE   It also indicates how SOCIA...
Preplanning   Action Items    ◦ Make a List of Questions
Step 2 Listen to the    Conversation   Secure your brand on    social platforms    ◦ Blogs, twitter, Facebook,      Linke...
Step 2 Listen to the Conversation     KEYWORD categories to identify:      ◦   Key industry influencers      ◦   Competit...
Listen to the Conversation   Action Items:    ◦ Secure your BRAND    ◦ Set up Monitoring Channels
Step 3 Create Target Profile        Target Audience is 24-50 males         ◦ 350 billion spending power         ◦ 16-19 h...
Step 3 Create Target Profile Find KEY attributes by  Listening Chart out their presence in  social media Market Segment...
Create your Target Profile   ACTION ITEMS:    ◦ Establish Target Profiles    ◦ Give them names, photos, or anything      ...
Step 4 Set Specific Goals Brand Awareness/Advocacy Increase Traffic/Opt-Ins Business Partnerships Search Engine Result...
Step 5 Join theConversation                Phases of Social Equity                         1. Awareness                  ...
Step 5 – Join the ConversationEstablish an EditorialCalendar Choose schedule for days you  will post Keeps on Track & Or...
Step 5 – Join the Conversation    BE TRANSPARENT & AUTHENTIC                       Don’t be Evasive                  Off...
Step 5 – Join the ConversationTHINK Conversation, notCampaign! Don’t focus on selling Ask questions/respond Provoke eng...
Step 5 – Join the Conversation            BE the Expert in Your            Industry              Write about what you kno...
Step 5 – Join the Conversation    HAVE RULES OF ENGAGEMENT!          Handle NEGATIVE comments                   Who will...
Join the ConversationACTION ITEMS:1.   Create an EDITORIAL CALENDAR2.   Create RULES OF ENGAGEMENT3.   Share your Expectat...
Step 6 – Measure ROIWHAT IS ROI? Non-Financial:    ◦   Visitors    ◦   WOM    ◦   Page Views    ◦   Fans & Followers   F...
QUALITATIVE                   QUANTITATIVE Involved in Industry        Website Analytics  Conversations               S...
Step 6 – Measure ROIDevelop Activity Timelines: Diagram EXACT Dates Social Media  Occurred    ◦   8/11 blog started    ◦ ...
Step 6 – Measure ROI                  KEY PERFORMANCE                          INDICATORS                          Transa...
Measure ROIACTION ITEMS: Track Key Social Media Activities over  Time Set up Analytic Tools    ◦ Such as Google Analytic...
BUDGETING SOCIAL MEDIAPLAN WAIT!!!!! ISN’T FACEBOOK            FREE?
Budgeting for Social Media   TIME   DESIGN & BRANDING   ANALYTIC TOOLS   SOCIAL MONITORING   AUTOMATION APPLICATIONS...
Levels of Social MediaEngagement         Determine your   LEVEL I                       level of engagement    ◦ Place ho...
Bringing it Together Ok…BUT…Where Do I      start?
Tips to get started Platforms you can ACTIVELY Maintain What outsourcing is needed?    ◦ Design, Development, content   ...
FIND SYNERGY
Thank You!  Oh or call me: 870-972-3517                Let’s Connect On-LineE-mail hlawrenc@astate.eduWebsite: http://www2...
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6 Steps to Social Media Success Workshop Mountain Home

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Slides used by the ASU Small Business and Technology Development Center in our Introduction to Social Media Marketing workshop in Mountain Home, AR Tuesday, February 28th.

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  • Stream of information: - research Feedback building relationships
  • Versus Radio and Television that took decades to reach 50 million users
  • Demographic: age gender family size social class incomeGeographic region, population, climatePsychographic activities, interests, opinions, attitudesBehavioristic brand loyalty, benefits sought, readiness bo buy
  • Offering links to resources…because the authors will return the favor
  • 6 Steps to Social Media Success Workshop Mountain Home

    1. 1. 6 Steps to Social Media Marketing SUCCESS! By Herb Lawrence, ASU Small Business and Technology Development Center Director
    2. 2. What is Social Media?Social media is media designed to bedisseminated through socialinteraction, created using highly accessibleandscalable publishingtechniques.- wikipedia.org
    3. 3. What is Social Media? An ongoing conversation that’s happening RIGHT NOW A promotional channel for content distribution A long-term return on efforts A steady stream of information
    4. 4. Marketing Fundamentals Haven’t changedEffective Marketing Segmenting your Market Developing Target Groups Information Channels Target Needs/Wants Craft Compelling Message Analyze Results Time Management
    5. 5. The “On-Line” Elephant Traditional Media Web Site Permission E- LocalSEO Mail Social Media Blogging Listings Facebook Google Maps Twitter Yelp LinkedIn Jonesboro.com FourSquare YouTube Gowalla Bookmarking SlideShare Flickr Photobucket Tumblr
    6. 6. Where they Get News/Information
    7. 7. Current Statistics 3 out of 4 use Social networksregularly  Social media overtaken e-mailas #1 activity on the web ◦ 17% of all web usage 200 million blogs ◦ 900,000 blog posts daily ◦ 34% of opinions about companies, brands and products 93% of social media users believe companies should have presence on social media
    8. 8. Customer NOW Find You New Consumers(Maybe)  Begin Search on-Line  Includes B2B  Review Websites  Read Blogs on Subject  Read Comments  Poll Friends on-line  Conduct Local Search ALL BEFORE YOU EVEN KNOW THEY ARE THERE!Customer Involvement Changed
    9. 9. THE CHALLENGE
    10. 10. Social Media Platforms  Of nearly 800 million users, 20 million join fan pages daily  5 Billion links, photos, videos shared on FB daily  Fastest growing segment 35 and older  FB added 100 million users in 6 months@
    11. 11. Social Media Platforms Over 80 Million users 80% of Twitter usage happens off of twitter.com Over 10 million updates a day 140 character micro- blog
    12. 12. Social Media Platforms  2nd largest search engine  4th largest site on web  13 hours video uploaded every minute  250,000 videos uploaded daily  250,000,000 viewed daily
    13. 13. Social Media Platforms Network for Business Professionals 55 Million Worldwide Dominate Group 35-49 & 50+ Develop Business Connections Industry Data
    14. 14. How is Social Media Used?• Customer Service• Product/service feedback• Industry networking• Promotions/Contests• News, company updates• Internal Collaboration
    15. 15. Creating a Social MediaPlan STEPS ◦ Pre-planning ◦ Listen to the conversations ◦ Create TARGET profile ◦ Set Specific Goals ◦ Join Conversation ◦ Measure Return
    16. 16. Step 1 PREPLANNING ASK YOURSELF: ◦ Information Flow in Your Industry ◦ Where do People Get Information? ◦ How do Consumers interact with Industry? ◦ Do they Use networks? ◦ What INFLUENCES your Customers?
    17. 17. Step 1 Preplanning What are your CURRENT Channels? E-Mail? Direct Mail Newsletter Websites s
    18. 18. Step 1 Preplanning Asking Questions reminds you WHO YOU ARE and WHO YOU WANT TO BE It also indicates how SOCIAL MEDIA can be used to compliment your business goals.
    19. 19. Preplanning Action Items ◦ Make a List of Questions
    20. 20. 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
    21. 21. Step 2 Listen to the Conversation  KEYWORD categories to identify: ◦ Key industry influencers ◦ Competitors ◦ Industry news sources ◦ Blog Comments
    22. 22. Listen to the Conversation Action Items: ◦ Secure your BRAND ◦ Set up Monitoring Channels
    23. 23. 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
    24. 24. 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
    25. 25. Create your Target Profile ACTION ITEMS: ◦ Establish Target Profiles ◦ Give them names, photos, or anything else to help you relate to them  BUYER PERSONAS
    26. 26. Step 4 Set Specific Goals Brand Awareness/Advocacy Increase Traffic/Opt-Ins Business Partnerships Search Engine Results Generate Leads Reduce CRM Costs Increase Revenues
    27. 27. Step 5 Join theConversation  Phases of Social Equity 1. Awareness 1. Value and Fun 2. Qualify Fans/followers 2. Engagement 1. Increase long-term communication 3. Social Commerce 1. Product reviews, exclusive pricing, product previews, registration
    28. 28. Step 5 – Join the ConversationEstablish an EditorialCalendar Choose schedule for days you will post Keeps on Track & Organize Content Consistency Helps when you need Content Ideas
    29. 29. Step 5 – Join the Conversation BE TRANSPARENT & AUTHENTIC  Don’t be Evasive  Offer your name, title, organization, experience  Admit your interest in the topic  Define your Credibility  Be consistent across all SM profiles & Platforms
    30. 30. Step 5 – Join the ConversationTHINK Conversation, notCampaign! Don’t focus on selling Ask questions/respond Provoke engaging dialogue Earn a REPUTATION
    31. 31. Step 5 – Join the Conversation BE the Expert in Your Industry  Write about what you know,  Offer insights  Offer LINKS to resourcesWhen consumers TRUST yourcontent, they will TRUST YOURPRODUCTS/SERVICES
    32. 32. Step 5 – Join the Conversation HAVE RULES OF ENGAGEMENT!  Handle NEGATIVE comments  Who will RESPOND  Admit mistakes  Respond KINDLY Handling negative comments correctly will turn BRAND DETRACTORS into ADVOCATES
    33. 33. Join the ConversationACTION ITEMS:1. Create an EDITORIAL CALENDAR2. Create RULES OF ENGAGEMENT3. Share your Expectations with all involved
    34. 34. Step 6 – Measure ROIWHAT IS ROI? Non-Financial: ◦ Visitors ◦ WOM ◦ Page Views ◦ Fans & Followers FINANCIAL ◦ Sales ◦ Revenue ◦ Transactions ◦ Coupons
    35. 35. QUALITATIVE QUANTITATIVE Involved in Industry  Website Analytics Conversations  Social Mentions How Customers Perceive  SEO Ranking us versus competition  Link Clicks Did we build KEY  Newsletter/E-mail relationships Subscribers added Moving from MONOLOGUE to DIALOGUE? Step 6 – Measure ROI
    36. 36. Step 6 – Measure ROIDevelop Activity Timelines: Diagram EXACT Dates Social Media Occurred ◦ 8/11 blog started ◦ 8/13 Facebook page started ◦ 9/15 Facebook Ad Campaign Begins ◦ 9/17 Facebook Ad Stops ◦ 10/22 Product mentioned on techcrunch.com Set MILESTONES ◦ 500/1000/10000 Fans/followers ◦ First Link with 100 clicks
    37. 37. Step 6 – Measure ROI KEY PERFORMANCE INDICATORS  Transactions  New Customers  Sales  Revenues  Average Order Size BE SPECIFIC Frequency, Reach, Yield How often, How Many, How Much
    38. 38. Measure ROIACTION ITEMS: Track Key Social Media Activities over Time Set up Analytic Tools ◦ Such as Google Analytics Make necessary Adjustments to increase Qualitative first ◦ Quantitative numbers will follow Qualitative Efforts Compare Metrics to Goals
    39. 39. BUDGETING SOCIAL MEDIAPLAN WAIT!!!!! ISN’T FACEBOOK FREE?
    40. 40. Budgeting for Social Media TIME DESIGN & BRANDING ANALYTIC TOOLS SOCIAL MONITORING AUTOMATION APPLICATIONS SOCIAL MEDIA ADVERTISING OUTSOURCING/CONSULTING
    41. 41. Levels of Social MediaEngagement Determine your LEVEL I level of engagement ◦ Place holding and budget for time  Usernames accordingly  Setting up Fan Pages LEVEL II ◦ Short-term Promotion  Answering questions  Finding Key Influencers in industry LEVEL III ◦ Dedicated Strategic Engagement  Active Profiles on Several Platforms  Promotions, Contests, Active Content Distribution
    42. 42. Bringing it Together Ok…BUT…Where Do I start?
    43. 43. Tips to get started Platforms you can ACTIVELY Maintain What outsourcing is needed? ◦ Design, Development, content ◦ Brand Monitoring, Plan your Content FLOW Find Tools to AUTOMATE ◦ Ping.fm ◦ HooutSuite ◦ Tweetdeck
    44. 44. FIND SYNERGY
    45. 45. Thank You! Oh or call me: 870-972-3517 Let’s Connect On-LineE-mail hlawrenc@astate.eduWebsite: http://www2.astate.edu/a/business/sbtdc/ASU Small Biz Blog http://www.asbtdc-asu.comFacebook Page:http://www.facebook.com/asu.sbtdcFacebook Profile:http://www.facebook.com/herb.lawrenceTwitter: http://www.twitter.com/asbtdc_asuLinkedIn: http://www.LinkedIn.com/a/asusbtdc

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