Smatb S Media For Biz Final1

Social Media Is Good For Business Lori Aitkenhead Justin Williams @Lori_SMC @JustinSMV

Agenda 1) How do you use social media for biz? 2) How do you create a social media marketing strategy?

How Do You Use Social Media for Biz?

It Starts With Relationships Convert Relationships to Revenue • 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 vision Build Organic Relationships

Relationship Building • 80/20 Marketing • Building Authority & Presence • Connect & Engage

Building Authority & Presence Gain Trust

Connect & Engage Without Engagement, Don’t Bother Using Social Media

Build Brand Awareness As you build relationships, you build brand awareness.

Brand Awareness • When a need arises, they think of YOU first. • Constant engagement will make a person remember you.

How does social media do it differently than traditional media?

Relationships to Revenue Once you have brand awareness, how do you get tangible leads?

Relationships to Revenue LEAD Landing Page Call To Action Blog Social Networks

Call to Action

Example of Landing Page

Effective Calls To Action Click Here

Calls to Action With Valuable Content • Offer valuable content to get valuable information. • Valuable enough to overcome the anxiety of giving contact info.

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 Whitepaper of heart disease?

Effective Landing Pages • Limited navigation • No other calls to action • No distractions • “Above the fold” • Limit number of fields

• Listen Brand Management • Respond • Create a daily plan •c

LISTEN! LISTEN! • Brand is developed by what others say about you, not what you say about you.

Listen!

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

Create a Plan Brogan, 2009

Research • 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 • Hubspot.com • Watch for announcements on Twitter

Auto Tweeting • Everything is good…in moderation! • Over-using means: – No engagement – No relationship building

Integrate Traditional and Social Media

Why Integrate? • To train your audience • Repetition of message • Achieve more bang for your buck

It’s Just Like, It’s Just Like

Seriously?

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

Creating a Social Media Campaign

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. • Measurable: – Increase call to action clicks by 30% over the next 12 months. – Use tools such as Google Analytics, Quantcast.com. bit.ly to measure

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 targeting?

Research Target Audience - Demographics - Geographics - Attitudes - Lifestyle

Research Sources • FREE • Paid: – LISTEN to people in – Mintel forums! – MarketingProfs – Emarketer.com – Nielsen

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 materials, etc • Message: Actionable tips

Remember • Engage, Engage, • Valuable content Engage! • Don’t be afraid • Listen! • Integrate • Blogs are key • Largest investment is • 80/20 time • No hard sell • Need trustworthy person who knows and cares about your brand

Walkin’ the Walk www.socialroads.wordpress.com Log: the industry wire Pass: s m a t b (no spaces)

Lori Aitkenhead www.Lori2point0.com @Lori_SMC lori.a@cox.net #SMATB

Justin Williams @JustinSMV www.justifiedlions.com #SMATB

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Smatb S Media For Biz Final1

by Justin Williams on Jan 25, 2010

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Smatb S Media For Biz Final1 — Presentation Transcript