Using Social Media for your Small Business: Roadmap 2.0
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Using Social Media for your Small Business: Roadmap 2.0






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    Using Social Media for your Small Business: Roadmap 2.0 Using Social Media for your Small Business: Roadmap 2.0 Presentation Transcript

    • Roadmap to Web 2.0
      Notes from Kemp Edmonds
      Social Media Educator
      Photo by: st0l1Remixed under creative commons license.
    • Kemp Edmonds (me)
      BCIT Marketing Graduate
      Spring Living Fair
      BCIT’s Social Media Manager
      Pragmatic Consulting & Hands-on Training
      Social Media Educator
    • Some Reality
      87% of Americans know of Twitter (Pew, 2010)
      7% have an account
      88% of Americans know of Facebook
      40% have an account
      Your market may not widely use these tools.
      How much is one customer worth?
      How about one customer who refers five more?
    • More Reality
      Is your website ready to receive and convert?
      Do you have positive customer testimonials?
      Do you have a company blog?
      Do people pick up the phone?
      How quickly do you respond to email?
      Social Media often comes last and should.
    • Old Marketing
    • New Marketing
      $ + Time
    • You know social media!
    • Big Picture Social Media
      Business Intelligence: establish benchmarks, monitor conversations, measure ROI
      Program Management: content strategy, campaign execution, community building
      Application Development: tools to integrate, differentiate and support, social objectives
    • Building a strong foundation
      Be Human
      Help & Share
      Center your customer’s community
      Set frequency and responsibility
      Host events for your community
      Build affinity and trust
    • Is this social media?
    • What is Social Media?
      Social = sharing, Media = information
      People share interests & activities, or
      People are interested in exploring the interests and activities of others.
      Social media services provide ways for users to interact, such as e-mail and instant messaging.
    • See the power of Social Networking
      Kris Krug’s Facebook Network Visualized
    • Social Networks V. Social Media
      The Medium
      The Message
    • Why is it important to use and understand social media?
      Free (just time) OR Inexpensive
      It is where the people are
      Build relationships
      Build contacts
      Build sales
      Find a job
      Find a mentor
      Find advice
      Build your business
      Build your brand
      Connect with your audience and customers
    • The Traditional Funnel
    • The New Funnel
    • Social Media is the grease in the marketing funnel
    • Understand your target audience first
      Quantcast Feb. 2010
    • What income level are you targeting?
      Quantcast Feb. 2010
    • What level of education do they have?
      Quantcast Feb. 2010
    • 25%
    • SEO matters, Social Media helps
    • 5 things everyone should know about Social Media
      It’s called social media not social selling
      Don’t forget everything you already know about marketing
      You’ve got to choose the right niche
      You have to engage
      You have to have goals
    • What’s Working for Small Business?
    • Connecting Authentically
    • Building real life Community
    • Trying new things
    • Being a hub
    • Actively engaging the community
    • How to effectively deliver your message on Social media
      Connect with people authentically
      Be the Brand Evangelist not the Brand
      Have a base of people to spread your message
      Your message should match offline messaging
      80/20 Rule, Use it.
    • Free tools for Business
      Google Docs - Web-based Office Suite
      Open Office – Free Office Suite
      Dropbox – Online Storage
      Mail Chimp – Email Marketing
      Feedburner – Subscribe
      Hootsuite - Social Networks
      Doodle - Scheduling
    • FREE tools for online: OR OR
      Google URL Builder
      Google Forms -
      Facebook Advertising:
    • Tracking Example:Tools Used
      Google URL Builder for link shortening and tracking
      Facebook as the advertising medium
      Google Analytics to track visitor behaviour
    • Tracking Process
    • Google URL Builder
    • J.MP OR BIT.LY
    • Tracking Example: Facebook Ad
      This is one variation of the ad. We used 8 different ads and 4 targets for the same campaign
    • Totals from Facebook
    • Totals from (Double tracking)
    • J.MP Geographic Stats
    • J.MP Referrer Stats
    • J.MP - Referrer Stats: Digging Deeper
      The importance of MAD
      Targeting <25 can be expensive and ineffective
      25% of clicks came from Farmville…
    • What does it all mean?
      You can track almost everything
      Facebook users read ads and don’t click
      The 1% rule
      Putting a shortened URL in your ad helps
      Fan pages allow you to leverage connections
      Understand the Facebook user’s mentality
    • Why Use Ads?
      Incredible Targeting
      You get awareness for free
      Great information about clickers
      Cut through the clutter
      Build brand awareness
      Leverage your page - Friends of Fans
      People click through to your website
    • Effective Management
      Assign responsibility
      Set some time aside to setup your profiles
      A lot a small part of your day (30 minutes)
      Don’t let things languish
      Twitter (once/day)
      LinkedIn (once/week)
      Facebook Page (depends on expectations)
      Blog (set a schedule monthly, weekly…)
    • DO
      Share, create and discuss
      Connect, network and build relationships
      Give credit
      Get help/advice from others
      Measure, measure, measure
      Experiment, try, test, fail, learn, succeed.
      Return to human communications
    • DON’T
      Think you are alone
      Think this is advertising or sales
      Always talk about yourself
      Think if you build it they will come
      Let your content languish
      Use others content without permission
      Think social media can replace anything else
    • How content theft can kill your career
    • Make people want to show others
    • Why people share:
    • Blogs for community engagement and thought leadership
    • Creative Commons
    • Criteria to determine which if any social networks to get started with
      Understand your customer
      Understand social network demographics
      Do you have the resources?
      Establish need
      Are you busy with clients already?
      Long-term neglect will hurt
      You have to have goals
      Learn to teach yourself by doing & googling
      Shorten and track everything
      Respect your personal brand online
      Use this skill set as a competitive advantage
      Connect beyond the digital world
    • Amplify your Social Media efforts
      By building a fan base
      Through friends and past customers
      Syndicate, Distribute, Guest blog
      Understand different audiences
      Social networking advertising
    • Find me online for more info
      This presentation:
      Please Ask Questions…