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  • 1. Using Social Media for your Small Business
    Notes from Kemp Edmonds
    Social Media Educator
    BCIT
  • 2. 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
  • 3.
  • 4.
  • 5. Some Reality
    87% of Americans know of Twitter (Pew, 2010)
    7% have an account
    88% of Americans know of Facebook
    30-50% have an account
    Your market may not widely use this tools
    How much is one customer worth?
    How about one customer who refers three more?
  • 6.
  • 7. 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.
  • 8. Old Marketing
  • 9. New Marketing
  • 10. You know social media!
  • 11. Do you use it for...
    Marketing
    Recruiting
    Public Relations
    Communications
    Business Development and Sales
    Community Building
    Press Releases
    because you can.
  • 12. How does it lead to Sales?
  • 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.
  • 16. See the power of Social Networking
    Kris Krug’s Facebook Network Visualized
  • 17. Social Networks V. Social Media
    The Medium
    The Message
  • 18. 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
  • 19. A typewriter is a means of transcribing thought, not expressing it. –Marshall McLuhan
    A keyboard is a means of transcribing thought. Social Media are a means of expressing it. –Me ;)
  • 20.
  • 21.
  • 22.
  • 23. theconversationprism.com
  • 24. Hubspot.com
  • 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. The Traditional Funnel
    Hubspot.com
  • 29. The New Funnel
    Hubspot.com
  • 30.
  • 31. 25%
    Paid
    Ignored
    75%
    Free
    +Traffic
  • 32. SEO matters, Social Media helps
  • 33.
  • 34. 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
  • 35. What’s Working for Small Business?
  • 36. Connecting Authentically
  • 37. Building real life Community
  • 38. Trying new things
  • 39. Being a hub
  • 40. Actively engaging the community
  • 41. 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.
  • 42. Free tools for Small 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
  • 43. 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 ORhttp://Wordpress.org
    http://bit.ly OR http://j.mp
    http://search.twitter.com
    Google URL Builder
  • 44. 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
  • 45. Why to Use Facebook 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
    Downside: The more bidders the higher the CPC
  • 46. 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
  • 47. Google URL Builder
  • 48. J.MP OR BIT.LY
  • 49. Tracking Example: Facebook Ad
    This is one variation of the ad. We used 8 different ads and 4 targets for the same campaign
  • 50. Totals from Facebook
  • 51. Totals from j.mp (Double tracking)
  • 52. J.MP Geographic Stats
  • 53. J.MP Referrer Stats
  • 54. J.MP - Referrer Stats: Digging Deeper
    The importance of MAD
    Targeting <25 can be expensive and ineffective
    25% of clicks came from Farmville…
  • 55.
  • 56. 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
  • 57.
  • 58. Effective Management
    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…)
  • 59. 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
  • 60. 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
  • 61. How content theft can kill your career
  • 62. Make people want to show others
  • 63. Why people share:
  • 64. Blogs for community engagement and thought leadership
  • 65. Creative Commons
  • 66. 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
  • 67. 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
  • 68. Find me online for more info
    http://kempedmonds.com
    http://twitter.com/kempedmonds
    http://slideshare.net/kempedmonds
    kempedmonds@gmail.com
    Please Ask Questions…
    This presentation