1. Social Media Is
Good For Business
Lori Aitkenhead Justin Williams
1) How do you use social media for biz?
2) How do you create a social media
3. How Do You Use
Social Media for
4. It Starts With Relationships
• Leverage the
relationships you build Manage Brand
Develop Brand to create loyal patrons Image
Awareness • Listen to your audience
• Demonstrate and • Address their needs
embody your brand’s • Crisis management
5. Relationship Building
• 80/20 Marketing
• Building Authority & Presence
• Connect & Engage
6. Building Authority & Presence
7. Connect & Engage
Without Engagement, Don’t Bother Using Social Media
8. Build Brand
As you build relationships,
you build brand awareness.
9. Brand Awareness
• When a need arises, they think of YOU first.
• Constant engagement will make a person remember
10. How does social media do it differently
than traditional media?
11. Relationships to
Once you have brand awareness,
how do you get tangible leads?
12. Relationships to Revenue
13. Call to Action
14. Example of Landing Page
15. Effective Calls To Action
16. Calls to Action With Valuable Content
• Offer valuable content
to get valuable
• Valuable enough to
overcome the anxiety
of giving contact info.
17. Call To Action Valuable Content
Get your exclusive online deal! Coupon
Learn how to blog for business! Webinar
Download our free guide Brochure, eBook,
to home staging! article, etc.
Which software is right
Product demo or quiz
for your business?
Grade your website
Widget or application
with our free tool!
What are the leading indicators
of heart disease?
18. Effective Landing Pages
• Limited navigation
• No other calls to action
• No distractions
• “Above the fold”
• Limit number of fields
19. • Listen
Brand Management • Respond
• Create a daily plan
• Brand is developed by what others say about you, not what
you say about you.
22. Managing Negative Feedback
What not to do: What to do:
• Don’t be afraid • Respond with a solution
immediately in the
• Don’t ignore forum for all to see.
• Don’t delete
23. Create a Plan
• Stay updated on the latest in social media
– Read at least 2 articles a day
• 1 on your industry – info to share with your community
• 1 on social media
• Learn from professionals regularly
– Attend one free webinar each week
• Watch for announcements on Twitter
25. Auto Tweeting
• Everything is good…in moderation!
• Over-using means:
– No engagement
– No relationship building
26. Integrate Traditional
and Social Media
27. Why Integrate?
• To train your audience
• Repetition of message
• Achieve more bang for your buck
28. It’s Just Like, It’s Just Like
30. Ways to Integrate
• Direct mail • Live Events
• Internal signage – Eventbrite
• TV spots – Hashtags during and
after live events
• Email newsletters – Slideshare
• In your radio spots
• On your website
31. Creating a
32. Identify Measurable Objectives
• Make conceptual into measurable
– “Get more leads” or “make more money” is not a
measurable goal. It’s the product of reaching your goals.
– Increase call to action clicks by 30% over the next 12
– Use tools such as Google Analytics, Quantcast.com. bit.ly
33. Identify Target Audience
• Who is your ideal client/customer?
• Don’t know?
– Who uses your product/service most often?
– What types of people have you been unsuccessful
35. Research Sources
• FREE • Paid:
– LISTEN to people in – Mintel
36. Example Target:
Green Consumers in Hampton Roads
• What motivates young green consumers?
– Material/status symbols
• Message: Where to shop or latest cool products.
• What motivates middle-aged green consumers?
– Green actions: Recycling, volunteering, building
• Message: Actionable tips
• Engage, Engage, • Valuable content
• Don’t be afraid
• Blogs are key
• Largest investment is
• 80/20 time
• No hard sell • Need trustworthy
person who knows and
cares about your brand
38. Walkin’ the Walk
Log: the industry wire
Pass: s m a t b
39. Lori Aitkenhead
40. Justin Williams