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This is a presentation that I gave to SCORE in MA on developing a social media plan for small businesses.

This is a presentation that I gave to SCORE in MA on developing a social media plan for small businesses.

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Transcript

  • 1. Social Media Marketing for Small Business May 17, 2012 SCOREJulia Campbell, J Campbell SocialMarketingwww.jcsocialmarketing.comjulia@jcsocialmarketing.com
  • 2. What is “Social Media”?  Any online technology or practice that people use to share (content, opinions, insights, experiences, perspectives and media).  REAL interactions in REAL time.
  • 3. Is social media just a fad?  Facebook had 845 million monthly active users at the end of December 2011 and 483 million daily active users on average.  Twitter now has around half a billion registered profiles, with over 100 million in the USA alone.  Collectively, Twitter users now send 175 million tweets every day.
  • 4. Is social media just a fad?  As of February 9, 2012, LinkedIn operates the world’s largest professional online network with more than 150 million members in over 200 countries and territories.  In January 2012 Pinterest had 11.7 million unique U.S. visitors, making it the fastest site ever to break through the 10 million unique visitor mark.  YouTube: 60 hours of video are uploaded every minute, or one hour of video is uploaded to YouTube every second.  Over 4 billion videos are viewed on YouTube per day.  Over 800 million unique users visit YouTube each month
  • 5. 4 Things You Need To Know  This is not a cure for your own ambivalence about marketing your business.  Your Social Media Manager/Marketer cannot operate in a silo.  If you do not have a website or your website is awful, social media will not be effective.  You get out what you put in – time, resources.
  • 6. Approach social media like a cocktail party  Mingle and chat.  Laugh and listen to amazing stories.  Don’t be a wallflower.  Do not be the guy with the lampshade on his head.  Do not oversell or come on too strong!  Each “party” (network) has it’s own etiquette and rules.
  • 7. Facebook 101  The place where people go to connect/reconnect with friends and family.  People come to Facebook to make personal connections and to have fun.  Strategy – Help customers feel more connected to your business; show them who you are as individuals; help them connect to each other.  Share “behind the scenes” photos and videos, ask questions, share compelling statistics and success stories.  Easy, light, fun. Include media with all posts – links, photos, videos.
  • 8. Twitter 101  A space where people share the content that excites them, in short 140 character bursts. “Micro-blogging”  The link reigns supreme!  Strategy – Don’t get too personal; share the best content you can find; drive traffic to your website.  Get people to “ReTweet” your content; follow “key influencers” and ask them to spread your message.  ReTweet, Thank – create good Twitter karma.  Statistics, quotes, links. Be creative!
  • 9. LinkedIn 101  A professional network where people go to build networks and connect to resources.  Strategy – Unlike Facebook, people actually want to talk about work and work issues on LinkedIn.  Longer, wordier responses, more professional tone.  Look for potential employees and customers, share professional networking events, join Groups and ask questions and start discussions.  Thought leadership in your industry.
  • 10. Pinterest 101  Third largest social network, fastest growing.  Very popular with women.  The “ability to create your own lifestyle magazine on the Internet” via bulletin boards (pin boards).  11.7 million unique U.S. visitors in January 2012, making it the fastest site ever to break through the 10 million unique visitor mark.  Strategy – Compelling images! Great for retail, art, fashion, jewelry, architecture, travel – visual mediums.
  • 11. YouTube 101  Video-sharing website where users can upload, view and share videos.  Strategy – Create a branded channel, upload videos!  Videos should be quick, simple, engaging and professional.
  • 12. What comes first?
  • 13. Social Media Plan – SCORE  Create a social media plan.  Using social media means long term commitment.  You will not get results in one day.  What is your capacity? Staff time, etc.?  You get out what you put in (like everything else).
  • 14. Social Media Plan – SCORE  What does SCORE do?  140 characters, clear & concise, short & sweet.  Set a goal.  What has to happen so that you can say “it’s working”?  Sales  Brand awareness  Brand reputation  Customer loyalty  Put a number on it.  What gets measured gets done!  Hard to measure “brand reputation” – but try to quantify what you can.
  • 15. Social Media Plan – SCORE  Who is your audience?  Select the target group that is most likely to be persuaded by your message.  Who are the people that have the most to gain by what you do?  The “general public” is NOT a target market.  Which market is most likely to engage in social media?  What channels are they using?  What are they doing there?  1-9-90 rule (1% of people participate actively, 9% comment and interact occasionally and 90% are lurkers)
  • 16. Social Media Plan – SCORE  Do they know who you are?  Where should you start?  Start with Fans/Brand Advocates  Recruit them to spread the word and bring others over to their way of thinking.  Might initially be a small group.  Turn what you do into a simple message. (Think tagline.)  Why do people buy from you? Why do people participate with you?  More than just the “unique selling proposition” – should be emotional and meaningful
  • 17. Social Media Plan – SCORE  Get set up  Square avatar  Compelling images  Search Engine Optimization – SEO  SEO visibility – key word research  Google Trends - http://www.google.com/trends/  Google Key word Tool  Type in any word, phrase or website name. Google gives a list of keyword ideas plus data showing how often words are searched and their ad bid competition.
  • 18. Social Media Plan – SCORE  Plan your content.  Make a schedule/Content Calendar  3 blog posts per week  One video  Update your status every day  Build time in for interaction – answering comments and feedback
  • 19. Ideas for generating content• Industry blogs, • Events, newsletters, anniversaries, websites celebrations, birthdays• Google Alerts & New York • Email newsletter Times alerts • Tie current events to your• Competitors cause/issue• Success Stories • Read everything• Inspirational and follow quotes everyone!• Reached a goal • Figure out what’s working for• Want input on others and adapt an issue it!
  • 20. Social Media Strategy – SCORE  Writing style  Don’t use big words and jargon.  Relax, act normally.  People like personality.  Put some passion into it.  Be excited but don’t hype.
  • 21. Social Media Strategy – SCORE  Promote your social media networks!  If you build it, they will come. (Well, no…)
  • 22. Julia’s Social Media Philosophy Social media is a TOOL – it is not a silver bullet. In other words, you still need a good product or service to get people to care.) Integrate it with an overall marketing campaign, just as you would other tools (direct mail, newsletter, website, ads, customer service).
  • 23. Julia’s Social Media Philosophy Not all social media channels are right for you. Pick and choose. Do a few well than many poorly. QUALITY over QUANTITY – one quality Facebook post per day (or every few days) is worth more than 100 posts that are perceived as spammy.
  • 24. To learn more:  www.socialmediaexaminer.com  www.hubspot.com  www.johnhaydon.com  www.jcsocialmarketing.com
  • 25. Questions, comments, feedback?  Email: julia@jcsocialmarketing.com  Website: www.jcsocialmarketing.com  Cell: 978-578-1328  Twitter: @skullsflying  Facebook: www.facebook.com/jcsocialmarketing