Small Business – Social Media 101<br />Creating Your Digital Footprint…<br />Digital Space Consulting<br />Create. Connect...
Agenda<br /><ul><li>A little background
What’s this social media thing and why should I care – I’m not 22
What tools, platforms, and services should I care about
What is my short and long term strategy
How do I create the “social media me” and build my brand authority  
What are the fivethings I can do today to impact my digital footprint, engage with my customers, and manage my time </li><...
Extensive expertise in core marketing – including:
Local search marketing
Mobile marketing
Text services
Pay Per Click (Google AdWords)
Search Engine Optimization
Social Media Marketing and Management
Email Marketing
Insights and Web Analytics (Google Analytics)
Marketing Strategy
Brand Positioning
Targeting/Segmentation</li></li></ul><li>The New Reality….<br />I was suppose to write something witty here…<br />But the ...
Small Business + Social Media Adoption<br /><ul><li>Technology adoption rates for SMB’s in the U.S. have doubled in the pa...
Over 20% of small business owners are integrating social media into their business processes — Facebook and Linkedin
Primarily engagement platform
Company pages (75%)
Status updates on Facebook/LinkedIn (69%)
Small business owners now believe social media can help them on the lead generation front</li></li></ul><li>What is Social...
Sharing sites/communities
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Small Business Social Media 101

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  • 79% of the Fortune 100 are present and listening 20% of Companies are using Twitter, YouTube, Facebook, and Blogs 82% of the Fortune 100 update and engage via Twitter Fortune 100 Companies on average post 3.6 wall posts to Facebook/wk. 50% of the Fortune 100 have a YouTube account - upload 10 videos/mo
  • Small Business Social Media 101

    1. 1. Small Business – Social Media 101<br />Creating Your Digital Footprint…<br />Digital Space Consulting<br />Create. Connect. Engage.<br />
    2. 2. Agenda<br /><ul><li>A little background
    3. 3. What’s this social media thing and why should I care – I’m not 22
    4. 4. What tools, platforms, and services should I care about
    5. 5. What is my short and long term strategy
    6. 6. How do I create the “social media me” and build my brand authority  
    7. 7. What are the fivethings I can do today to impact my digital footprint, engage with my customers, and manage my time </li></li></ul><li>Who We Are / What We Do<br /><ul><li>Integrated marketing firm with over 10 years of direct advertising agency experience (CPG, Travel, Automotive, Finance)
    8. 8. Extensive expertise in core marketing – including:
    9. 9. Local search marketing
    10. 10. Mobile marketing
    11. 11. Text services
    12. 12. Pay Per Click (Google AdWords)
    13. 13. Search Engine Optimization
    14. 14. Social Media Marketing and Management
    15. 15. Email Marketing
    16. 16. Insights and Web Analytics (Google Analytics)
    17. 17. Marketing Strategy
    18. 18. Brand Positioning
    19. 19. Targeting/Segmentation</li></li></ul><li>The New Reality….<br />I was suppose to write something witty here…<br />But the reality is this<br />Your company, product, service,<br /> brand, reputation, etc. is now a search result<br /> The customer is in CONTROL…..Seriously <br />
    20. 20. Small Business + Social Media Adoption<br /><ul><li>Technology adoption rates for SMB’s in the U.S. have doubled in the past year from 12% to 24%
    21. 21. Over 20% of small business owners are integrating social media into their business processes — Facebook and Linkedin
    22. 22. Primarily engagement platform
    23. 23. Company pages (75%)
    24. 24. Status updates on Facebook/LinkedIn (69%)
    25. 25. Small business owners now believe social media can help them on the lead generation front</li></li></ul><li>What is Social Networking<br /><ul><li>Any website or web service that utilizes a ‘social’ philosophy; including blogs, social networks, social news, etc.
    26. 26. Sharing sites/communities
    27. 27. Review sites
    28. 28. Popularity sites
    29. 29. Promo sites
    30. 30. Micro-blogging sites
    31. 31. Blogs
    32. 32. Forums </li></li></ul><li>The Big 5 of Social Media<br />
    33. 33. But This Stuff Matters As Well – A Lot <br /><ul><li>Local search optimization
    34. 34. Keyword strategies
    35. 35. On-page/Off-page SEO
    36. 36. Content creation
    37. 37. Engaging in the conversation
    38. 38. Convert traffic into leads
    39. 39. E-mail marketing
    40. 40. Mobile accessibility </li></li></ul><li>What To DoHow To Do It What To Measure<br />
    41. 41. Dominate Local Search <br />Why you should care <br /><ul><li>70% of HH use the internet when searching for local products/services
    42. 42. 54% of search users have substituted Internet/search for the phone book
    43. 43. Over 40% of all mobile searches have a local intent
    44. 44. 26% of local businesses are currently investing in SEM
    45. 45. Less than 7% of U.S. businesses have claimed their Google Places listing </li></ul>How to optimize <br /><ul><li>Claim listings across Google Places, Yahoo Local, and Bing Local
    46. 46. Make sure your listing is 100% - Photos/videos
    47. 47. Include product or service keywords in your listing description
    48. 48. Encourage your clients to write reviews – Bad review are ok (LBLRobot.com)
    49. 49. Make sure you are listed in your local phone book
    50. 50. Add a local number to all directories – consistent formatting: 555.555.1212
    51. 51. Get listed in the other top local directories (UBL.org)
    52. 52. Submit your information to Localeze.com and InfoUSA.com </li></ul>www.getlisted.org – see how your business is listed on Google, Yahoo, and other top local search engines <br />
    53. 53. Optimize Your Web Site (SEO)<br />Pros<br /><ul><li>Great long-term ROI
    54. 54. High ceiling and volume
    55. 55. More exposure, branding, awareness</li></ul>Cons<br /><ul><li>Lots of work (design/development)
    56. 56. Takes a while (6-8 months ~ initial feedback)</li></ul>Resources<br /><ul><li>SEOBook.com
    57. 57. SEOMoz.com
    58. 58. Google AdWords
    59. 59. Firefox search status
    60. 60. Websitegrader.com
    61. 61. Google Insights</li></li></ul><li>Anatomy Of A Webpage - MetaData<br />
    62. 62. Drive Traffic - Pay-Per-Click (PPC) <br />Pros<br /><ul><li>Quick setup
    63. 63. Highly measurable / quantifiable
    64. 64. Less development resources </li></ul>Cons <br /><ul><li>More expensive
    65. 65. Lower ceiling and volume potential
    66. 66. May be subject to “Ad Blindness” </li></ul>Insights<br /><ul><li>Fastest way to get leads
    67. 67. Prime real estate on search engine results pages
    68. 68. Measurable ROI
    69. 69. Brand Awareness</li></li></ul><li>Don’t Be The Messenger – Press Releases<br /><ul><li>Quick way to boost your rankings in search engines
    70. 70. Get found fast - and found first
    71. 71. How it works:
    72. 72. Create news
    73. 73. Upload to PRWeb for distribution via:
    74. 74. Major search engines
    75. 75. 30,000+ journalists
    76. 76. Bloggers
    77. 77. 250,000+ PRWeb opt-in news subscribers
    78. 78. PRWeb.com (1.5 million visitors/mo.)
    79. 79. Track your results
    80. 80. How many people read your release
    81. 81. Where it was picked up
    82. 82. How many times it was shared
    83. 83. And, where your prospects learned about your business.</li></li></ul><li>Make a Home – Claim Your Social Space – Start Engaging<br /><ul><li>Offer help and answer questions
    84. 84. Share useful content such as articles, etc. that your target market would value
    85. 85. Become a student of each platform
    86. 86. Add your existing friends and contacts to start
    87. 87. Join groups</li></li></ul><li>Be The Authority – Blog <br /><ul><li>Drive organic traffic
    88. 88. Improve search engine visibility
    89. 89. Connect with the 2nd ring and beyond
    90. 90. Connect with your networks – network
    91. 91. How it works:
    92. 92. Develop content calendar
    93. 93. Keyword research - blog about what’s being searched
    94. 94. Read. Write. Post. Optimize
    95. 95. Upload to blog distribution networks via:
    96. 96. Social networks (FB/Twitter)
    97. 97. StumbleUpon.com
    98. 98. Digg.com
    99. 99. Reddit.com
    100. 100. GoArticles.com
    101. 101. EZArticles.com
    102. 102. ArticleDirectory.com</li></li></ul><li>Get Social <br />
    103. 103. Build Your Brand<br />
    104. 104. Social Media Architecture Ines Hegedus-Garcia: Miamism.com Blogger (Realtor)<br />
    105. 105. Start Writing – Drive Google<br /><ul><li>Demonstrate expertise and commitment to your industry, profession, and community
    106. 106. Develop your personal voice
    107. 107. Searchable forever within Google
    108. 108. Multiple touch points: RSS, email, on your website
    109. 109. Content is king!!!!
    110. 110. Top places to contribute
    111. 111. LinkedIn Questions & Answers
    112. 112. LinkedIn Groups
    113. 113. Yahoo Answers
    114. 114. Comment on blogs:
    115. 115. Directories: alltop.com, Technoarti.com
    116. 116. Facebook postings</li></li></ul><li>Post Video<br /><ul><li>Video is the easiest way to convey authenticity
    117. 117. People will complete a video before they will read a blog, or eNewsletter
    118. 118. Create a profile on YouTube
    119. 119. FlipVideo revolutionized ease of uploading to YouTube</li></li></ul><li>Update Your Status Regularly – One Word: HootSuite<br /><ul><li>Update your status with unique ways that will induce interaction
    120. 120. Promote your blog, let folks know you started a new job or traveling – ask questions
    121. 121. Try to do something every day so your name shows in your targets home page</li></li></ul><li>Two Last Things + My Warning<br />
    122. 122. Social Media Must Be A Part of Your Marketing Strategy <br /><ul><li>Gain visibility
    123. 123. Unlimited access to professionals , organizations, prospects, and customers in your target market
    124. 124. Provide transparency
    125. 125. Being open and honest allows you to connect with others on common ground
    126. 126. Helps you “give to get”
    127. 127. Ask for help only after offering help to others the majority of time
    128. 128. Allow “nobodies” to become somebodies
    129. 129. Create and cultivate your personal brand</li></li></ul><li>My Warning<br /><ul><li>It’s your brand - Own it
    130. 130. Once you engage – you have to stay engaged
    131. 131. Build community and fans will expect you to be available
    132. 132. Expect raving fans who will want to get involved
    133. 133. You don’t have to do everything – do something
    134. 134. Perfection is the enemy of good</li></li></ul><li>My Resources<br />Professional Content/Design<br /><ul><li>oDesk.com
    135. 135. eLance.com
    136. 136. 99designs.com </li></ul>Google Tools<br /><ul><li>Google Reader
    137. 137. Google AdWords
    138. 138. Google Analytics
    139. 139. Google Insights
    140. 140. Google Trends</li></ul>Business Cards<br /><ul><li>Vistaprint.com
    141. 141. Moocards.com</li></ul>Local Search Optimization<br /><ul><li>Google Places
    142. 142. UBL.org
    143. 143. LBLRobot.com</li></ul>Blogging<br /><ul><li>Posterous.com
    144. 144. Wordpress.org</li></ul>Email Services<br /><ul><li>MailChimp.com
    145. 145. ConstantContact.com</li></ul>Twitter Tools<br /><ul><li>Search.Twitter.com
    146. 146. Twellow.com</li></ul>Search Engine Optimization<br /><ul><li>SEOBook.com
    147. 147. SEOMoz.com
    148. 148. Websitegrader.com</li></ul>Who I Read <br /><ul><li>Chris Brogan
    149. 149. Rand Fishkin
    150. 150. Jason Falls
    151. 151. Aaron Strout
    152. 152. Brian Clark
    153. 153. Brian Solis</li></ul>Top Resources<br /><ul><li>Socialmediaexplorer.com
    154. 154. Mashable.com
    155. 155. Copyblogger.com
    156. 156. Hubspot.com
    157. 157. Hootsuite.com</li></li></ul><li>Questions – Let’s Connect <br />Digitalspaceconsulting.com<br />James@digitalspaceconsulting.com<br />Twitter.com/eDigitalSpace<br />214.263.8522<br />Slideshare.net/jloomstein<br />James Loomstein, MBA<br />
    158. 158. Digital Space Consulting@eDigitalSpace<br />Thank You<br />
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