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Using Social Media for your Small Business: Roadmap 2.0


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  • 1. Roadmap to Web 2.0
    Notes from Kemp Edmonds
    Social Media Educator
    Photo by: st0l1Remixed under creative commons license.
  • 2. Kemp Edmonds (me)
    BCIT Marketing Graduate
    Spring Living Fair
    BCIT’s Social Media Manager
    Pragmatic Consulting & Hands-on Training
    Social Media Educator
  • 3.
  • 4. 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?
  • 5. 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.
  • 6.
  • 7. Old Marketing
  • 8. New Marketing
    $ + Time
  • 9. You know social media!
  • 10. 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
  • 11. 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
  • 12.
  • 13. Is this social media?
  • 14. 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.
  • 15. See the power of Social Networking
    Kris Krug’s Facebook Network Visualized
  • 16. Social Networks V. Social Media
    The Medium
    The Message
  • 17. 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
  • 18.
  • 19.
  • 20.
  • 21.
  • 22. The Traditional Funnel
  • 23. The New Funnel
  • 24. Social Media is the grease in the marketing funnel
  • 25. Understand your target audience first
    Quantcast Feb. 2010
  • 26. What income level are you targeting?
    Quantcast Feb. 2010
  • 27. What level of education do they have?
    Quantcast Feb. 2010
  • 28.
  • 29. 25%
  • 30. SEO matters, Social Media helps
  • 31.
  • 32. 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
  • 33. What’s Working for Small Business?
  • 34. Connecting Authentically
  • 35. Building real life Community
  • 36. Trying new things
  • 37. Being a hub
  • 38. Actively engaging the community
  • 39. 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.
  • 40. 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
  • 41. FREE tools for online: OR OR
    Google URL Builder
    Google Forms -
    Facebook Advertising:
  • 42. Tracking Example:Tools Used
    Google URL Builder for link shortening and tracking
    Facebook as the advertising medium
    Google Analytics to track visitor behaviour
  • 43. Tracking Process
  • 44. Google URL Builder
  • 45. J.MP OR BIT.LY
  • 46. Tracking Example: Facebook Ad
    This is one variation of the ad. We used 8 different ads and 4 targets for the same campaign
  • 47. Totals from Facebook
  • 48. Totals from (Double tracking)
  • 49. J.MP Geographic Stats
  • 50. J.MP Referrer Stats
  • 51. J.MP - Referrer Stats: Digging Deeper
    The importance of MAD
    Targeting <25 can be expensive and ineffective
    25% of clicks came from Farmville…
  • 52.
  • 53. 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
  • 54. 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
  • 55. 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…)
  • 56. 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
  • 57. 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
  • 58. How content theft can kill your career
  • 59. Make people want to show others
  • 60. Why people share:
  • 61. Blogs for community engagement and thought leadership
  • 62. Creative Commons
  • 63. 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
  • 65. 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
  • 66. Find me online for more info
    This presentation:
    Please Ask Questions…