Using Social Media for your Small Business: Roadmap 2.0Presentation Transcript
Roadmap to Web 2.0 Notes from Kemp Edmonds Social Media Educator http://j.mp/kempmay18 Photo by: st0l1Remixed under creative commons license.
Kemp Edmonds (me) BCIT Marketing Graduate SIFE BCIT Spring Living Fair Non-profits 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 Listen Engage 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 Hubspot.com
The New Funnel Hubspot.com
Social Media is the grease in the marketing funnel Hubspot.com
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% Paid Ignored 75% Free +Traffic
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?
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: http://analytics.google.com http://alerts.google.com http://netvibes.com http://slideshare.net http://linkedIn.com http://hootsuite.com http://YouTube.com http://Blogger.com OR http://Wordpress.org http://bit.ly OR http://j.mp http://search.twitter.com Google URL Builder Google Forms - http://docs.google.com Facebook Advertising: http://facebook.com/ads
Tracking Example:Tools Used Google URL Builder J.mp for link shortening and tracking Facebook as the advertising medium Google Analytics to track visitor behaviour
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 j.mp (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
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
5 THINGS TO REMEMBER 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: http://j.mp/kempmay18 http://kempedmonds.com http://twitter.com/kempedmonds http://slideshare.net/kempedmonds firstname.lastname@example.org Please Ask Questions…