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Social Media Marketing for Business Owners & CEO’s
Social Media Marketing for Business Owners & CEO’s
Social Media Marketing for Business Owners & CEO’s
Social Media Marketing for Business Owners & CEO’s
Social Media Marketing for Business Owners & CEO’s
Social Media Marketing for Business Owners & CEO’s
Social Media Marketing for Business Owners & CEO’s
Social Media Marketing for Business Owners & CEO’s
Social Media Marketing for Business Owners & CEO’s
Social Media Marketing for Business Owners & CEO’s
Social Media Marketing for Business Owners & CEO’s
Social Media Marketing for Business Owners & CEO’s
Social Media Marketing for Business Owners & CEO’s
Social Media Marketing for Business Owners & CEO’s
Social Media Marketing for Business Owners & CEO’s
Social Media Marketing for Business Owners & CEO’s
Social Media Marketing for Business Owners & CEO’s
Social Media Marketing for Business Owners & CEO’s
Social Media Marketing for Business Owners & CEO’s
Social Media Marketing for Business Owners & CEO’s
Social Media Marketing for Business Owners & CEO’s
Social Media Marketing for Business Owners & CEO’s
Social Media Marketing for Business Owners & CEO’s
Social Media Marketing for Business Owners & CEO’s
Social Media Marketing for Business Owners & CEO’s
Social Media Marketing for Business Owners & CEO’s
Social Media Marketing for Business Owners & CEO’s
Social Media Marketing for Business Owners & CEO’s
Social Media Marketing for Business Owners & CEO’s
Social Media Marketing for Business Owners & CEO’s
Social Media Marketing for Business Owners & CEO’s
Social Media Marketing for Business Owners & CEO’s
Social Media Marketing for Business Owners & CEO’s
Social Media Marketing for Business Owners & CEO’s
Social Media Marketing for Business Owners & CEO’s
Social Media Marketing for Business Owners & CEO’s
Social Media Marketing for Business Owners & CEO’s
Social Media Marketing for Business Owners & CEO’s
Social Media Marketing for Business Owners & CEO’s
Social Media Marketing for Business Owners & CEO’s
Social Media Marketing for Business Owners & CEO’s
Social Media Marketing for Business Owners & CEO’s
Social Media Marketing for Business Owners & CEO’s
Social Media Marketing for Business Owners & CEO’s
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Social Media Marketing for Business Owners & CEO’s

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Social Media Marketing for Business Owners & CEO's given on 3/9

Social Media Marketing for Business Owners & CEO's given on 3/9

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  • 1. Social Media Marketing <ul><li>for business owners & CEO’s </li></ul>
  • 2. Quick Introductions <ul><li>Your name </li></ul><ul><li>Your organization </li></ul><ul><li>One thing you hope to learn </li></ul>
  • 3. <ul><li>Why Do Social Media Marketing? </li></ul><ul><li>How to think about Social Media Marketing strategy </li></ul><ul><li>Show & Tell about tools to help get you going </li></ul>Seminar Objectives
  • 4. Timeline? <ul><li>1-3 months </li></ul><ul><li>3-6 months </li></ul><ul><li>6 months - 1 year </li></ul><ul><li>1-2 years </li></ul><ul><li>2 years or more </li></ul>
  • 5. Does this describe your situation? <ul><li>Business is either “OK” or slow. </li></ul><ul><li>You think there’s something to this Social Media Marketing thing, but you just don’t know enough. </li></ul><ul><li>You think that Social Media Marketing might help you with your business, but you’re not convinced. </li></ul>
  • 6. <ul><li>Have… </li></ul><ul><ul><li>A website? </li></ul></ul><ul><ul><li>A telephone? </li></ul></ul><ul><ul><li>A mobile phone? </li></ul></ul><ul><ul><li>A fax? </li></ul></ul><ul><ul><li>An email account? </li></ul></ul>Do you?
  • 7. <ul><li>Have… </li></ul><ul><li>LinkedIn </li></ul><ul><li>Facebook </li></ul><ul><li>Twitter </li></ul><ul><li>YouTube </li></ul><ul><li>Flickr/Picasa </li></ul><ul><ul><li>… accounts personally or for your business? </li></ul></ul>Do you?
  • 8. Question <ul><li>Did you do an ROI analysis on any of your traditional services (phone, fax, mobile, email)? </li></ul>
  • 9. Question <ul><li>How much time do you spend on the internet? Total including email, browsing, research, leisure, news - everything </li></ul>
  • 10. Question <ul><li>How much would it be worth to you if you got an increased share, perhaps 5% or 10% of your customers internet time? </li></ul>
  • 11.  
  • 12. <ul><li>Social Media Marketing is often referred to as consumer generated media (CGM). A common thread running through all definitions of social media is a blending of technology and social interaction for the joint creation of value. </li></ul>What is it?
  • 13. <ul><li>Using Social Media platforms to promote you, your business and get more sales </li></ul><ul><li>Communications </li></ul><ul><ul><li>Blogging, Micro-Blogging, Wiki’s, Events </li></ul></ul><ul><li>Collaboration & Authority Building </li></ul><ul><ul><li>Google Docs, Dropbox </li></ul></ul><ul><li>Social Media Networking </li></ul><ul><ul><li>Facebook, LinkedIn, Twitter </li></ul></ul><ul><li>Multimedia - YouTube </li></ul><ul><li>Location Based - Foursquare </li></ul><ul><li>An ongoing conversation happening right now </li></ul>What is it?
  • 14. <ul><li>The truth may be… you don’t. In fact, it could be harmful if you don’t take it seriously enough. However, if you do… </li></ul><ul><ul><li>#1 Reason – New business </li></ul></ul><ul><ul><li>#2 Reason – It strengthens your relationships </li></ul></ul><ul><ul><li>#3 Reason – Establish yourself as an expert </li></ul></ul><ul><ul><li>#4 Reason – Improve communications </li></ul></ul><ul><ul><li>#5 Reason – Branding, Visibility, leverage your existing marketing…. </li></ul></ul><ul><ul><li>and… It’s mostly free </li></ul></ul>Why do social media marketing?
  • 15. <ul><li>Inform customers/market </li></ul><ul><li>It’s becoming what your customers expect </li></ul><ul><li>Compliments traditional marketing… </li></ul><ul><ul><li>Interaction customs are different. Exchange of information rather than goods/services </li></ul></ul><ul><ul><li>And… your customers want to be heard, be part of a conversation. Positive Yelp reviews for instance. </li></ul></ul><ul><ul><li>Better search engine results </li></ul></ul><ul><ul><li>… it’s an extension of your regular networking </li></ul></ul>Why do social media marketing?
  • 16. <ul><li>25% of all legitimate email never arrives </li></ul><ul><ul><li>Multiple layers of spam filters. </li></ul></ul><ul><ul><li>ISP mishaps </li></ul></ul><ul><ul><li>Hardware failure </li></ul></ul><ul><li>Email is too cumbersome </li></ul><ul><ul><li>One copy for each recipient, multiple versions </li></ul></ul><ul><ul><li>Many replies/forwards are too difficult to manage </li></ul></ul><ul><li>Messages are short & concise </li></ul><ul><li>Social networks keep everything in one place </li></ul>The “demise” of email
  • 17. New language Brand Equity Corporate Social Strategist Social proof Social Currency Author Contributor Authority Like Follow Following Wiki Blog RSS Podcast Unlike Tweet Post Twitterhea Friending Social Animosity
  • 18. <ul><ul><li>The era of networking </li></ul></ul><ul><ul><ul><li>IT Manager/Director/Consultant </li></ul></ul></ul><ul><ul><li>The era of Internet </li></ul></ul><ul><ul><ul><li>‘90’s – CIO then CTO </li></ul></ul></ul><ul><ul><li>The era of Internet Marketing (ads, SEO) </li></ul></ul><ul><ul><ul><li>Late 90’s – CMO </li></ul></ul></ul><ul><ul><li>Now </li></ul></ul><ul><ul><ul><li>Community Manager </li></ul></ul></ul>New roles
  • 19. Integrated Social Media Private “facebook” LinkedIn twitter facebook LinkedIn LinkedIn
  • 20. <ul><li>Pick one and start (facebook, LinkedIn) </li></ul><ul><ul><li>Facebook or LinkedIn </li></ul></ul><ul><li>You don’t have to do it all yourself! </li></ul><ul><li>Like most technological change, it seems difficult or awkward at first. Walk, run, sprint… </li></ul><ul><li>Incorporate into your daily routine for 10 minutes in the morning, 20 minutes at the end of the day. </li></ul><ul><li>Broadcast the most interesting thing of the day about your company, current events, something you read or something specific to your industry </li></ul><ul><li>Make a video & post on YouTube </li></ul>Startup tactically
  • 21. Put a video on YouTube Link to YouTube video of Stan Slap
  • 22. <ul><ul><li>See “How to Implement a Social Media Marketing Strategy </li></ul></ul><ul><ul><ul><li>Dedicate 30 minutes a day </li></ul></ul></ul><ul><ul><li>What does success look like? </li></ul></ul><ul><ul><li>What are others doing? </li></ul></ul><ul><ul><li>What role will you play? Local? Industry? </li></ul></ul><ul><ul><ul><li>Curator </li></ul></ul></ul><ul><ul><ul><li>Tastemaker </li></ul></ul></ul><ul><ul><ul><li>Thought Leader </li></ul></ul></ul><ul><ul><ul><li>Explorer </li></ul></ul></ul><ul><ul><li>Listen/Observe </li></ul></ul><ul><ul><li>Post/Comment </li></ul></ul>Startup strategically
  • 23. Strategy - a plan of action designed to achieve a particular goal that helps an organization concentrate its limited resources on the greatest opportunities.
  • 24. Developing Strategy <ul><li>What do your want to achieve? </li></ul><ul><ul><li>A. Become more responsive to people/consumer audiences </li></ul></ul><ul><ul><li>B. Incorporate audience/consumer feedback into your organization more quickly and effectively than has happened traditionally </li></ul></ul><ul><li>What is your timetable? </li></ul><ul><li>Find an Internal Evangelist </li></ul><ul><li>Consider Your Employees </li></ul><ul><li>Listen First (Research) (Listorious) </li></ul>
  • 25.  
  • 26. <ul><ul><li>First line of defense. Creating a secure password </li></ul></ul><ul><ul><ul><li>Take something familiar your city or county. </li></ul></ul></ul><ul><ul><ul><li>For example – San Mateo, California 94401 and switch it around. </li></ul></ul></ul><ul><ul><ul><li>Use capital letters and symbols. </li></ul></ul></ul><ul><ul><ul><li>Result: 944San?MateoCA01 </li></ul></ul></ul><ul><ul><li>Use a password manager (e.g. LastPass) </li></ul></ul><ul><ul><li>Keep private data separate </li></ul></ul><ul><ul><ul><li>Salesforce.com CRM integrates with many platforms but keeps your client data secure </li></ul></ul></ul><ul><ul><li>Learn the platforms </li></ul></ul><ul><ul><li>Nothing you post publicly is secure </li></ul></ul>What about security?
  • 27. break
  • 28. Event metrics Service Details Cost MailChimp Email/Campaign 2K - List 12K/Mo $0.00 Blogger CEO’s Browser, Modern CEO Blogs $0.00 Wufoo Custom Forms 1 User, 3 Forms, 3 Reports, 10 custom fields, 100 Entries/Mo $0.00 Facebook Page Whatever you can do on facebook $0.00 PostRank Connect Social engagement data tracking, Post tracking, “Influence” management/metrics $0.00 Klout “ Influence” measurement $0.00 Twoolr Twitter growth metrics $0.00
  • 29. Event metrics Service Details Cost EventBrite Registration/Ticket Sales $15.75 Google Checkout Credit Card Processing $10.88 PageModo Enhance’s facebook business page $6.25 Facebook Ad 60,310 impressions, 20 clicks $30.45 Wildfire Ad 9 visits, 1 “conversion” $42.94 Food is Food ~$90 Printing is Printing ~$15.00 Total $180.82 Income $240.58 Net Profit $59.76
  • 30. <ul><li>Hootsuite </li></ul><ul><ul><ul><li>LinkedIn, Twitter, Facebook </li></ul></ul></ul><ul><li>Blogger </li></ul><ul><ul><ul><li>CEO’s Browser, Modern CEO </li></ul></ul></ul><ul><li>Chatter/Yammer </li></ul><ul><li>Facebook Business Page </li></ul><ul><li>LinkedIn Business Page </li></ul>Demo
  • 31. What’s needed <ul><li>Commitment </li></ul><ul><li>Strategy </li></ul><ul><li>Implementation </li></ul><ul><li>Follow through </li></ul><ul><li>Measure/Adjust </li></ul>
  • 32. <ul><li>Decide what you want to accomplish – set goals </li></ul><ul><li>Market analysis – listen, identify influencers </li></ul><ul><ul><li>Establish time line for implementation </li></ul></ul><ul><ul><li>Assess platforms </li></ul></ul><ul><ul><li>Develop content guidelines & content </li></ul></ul><ul><ul><li>Integrate </li></ul></ul><ul><ul><li>Resource planning/allocation </li></ul></ul><ul><ul><li>Build content development capability </li></ul></ul><ul><ul><li>Measure, Assess, Adjust </li></ul></ul>Develop a plan
  • 33. <ul><li>Use aggregation websites to monitor and post social media sites </li></ul><ul><ul><li>Post & Follow </li></ul></ul><ul><ul><ul><li>Tweetdeck, Hootsuite, Seesmic </li></ul></ul></ul><ul><ul><ul><li>Gist.com (follow in Gmail) </li></ul></ul></ul><ul><ul><ul><li>eTacts (follow and chat in Gmail) </li></ul></ul></ul><ul><ul><li>Integration </li></ul></ul><ul><ul><ul><li>If you don’t have one get a gmail account </li></ul></ul></ul><ul><ul><ul><li>Analytics </li></ul></ul></ul><ul><ul><ul><li>Alerts </li></ul></ul></ul><ul><ul><li>Monitoring (Ratings, Influence measurement, monitoring) </li></ul></ul><ul><ul><ul><li>Klout, PostRank, SocialMention, Trackur </li></ul></ul></ul>Manage the process
  • 34. Small businesses by definition have smaller budgets and must watch their dollars more closely, explained Mike Svatek , Chief Product Officer of social commerce consultancy bazaarvoice.com . “If you can see ROI, it’s much easier to keep pouring money into it.” Svatek said MotoSport , one of their clients, saw a 21% increase in conversion when their mailings included user-generated content and product reviews. Source: http://mashable.com/2010/08/02/future-business-social-media/ http://mashable.com/2010/08/02/future-business-social-media/ http://mashable.com/2010/08/02/future-business-social-media/
  • 35. <ul><li>Monitoring </li></ul><ul><ul><ul><ul><li>Klout (ratings) </li></ul></ul></ul></ul><ul><ul><ul><ul><li>PostRank (ratings, influence management) </li></ul></ul></ul></ul><ul><ul><ul><ul><li>SocialMention </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Trackur (social media monitoring) </li></ul></ul></ul></ul><ul><ul><ul><li>Analyze and Adjust </li></ul></ul></ul><ul><ul><ul><ul><li>Create content that relates to what people follow </li></ul></ul></ul></ul>Monitor & measure
  • 36. LinkedIn Twitter Facebook Blog 1 Get Satisfaction YouTube Blog 2 Hootsuite MS Live Writer Browser Blog 3 Use to manage Tool or application to manage
  • 37. What I use to manage my environment
  • 38. Don’t assume anything <ul><li>Don’t assume that your target audience doesn’t use Social Media </li></ul><ul><li>Don’t assume that what you want to write about is what your community wants to hear </li></ul>
  • 39. <ul><li>LinkedIn </li></ul><ul><ul><li>Ask for recommendations </li></ul></ul><ul><ul><li>List your website & blog </li></ul></ul><ul><ul><li>Join groups </li></ul></ul><ul><ul><li>Post </li></ul></ul><ul><ul><li>Comment </li></ul></ul><ul><li>Facebook Page </li></ul><ul><ul><li>You don’t need a personal facebook account </li></ul></ul><ul><li>Twitter </li></ul><ul><ul><li>Find interesting people to follow/observe </li></ul></ul>Social media sites
  • 40. <ul><li>Get Satisfaction </li></ul><ul><ul><ul><ul><li>Get Satisfaction is a simple way to build online communities that enable productive conversations between companies and their customers. http://getsatisfaction.com/ken_nangle_consulting </li></ul></ul></ul></ul><ul><li>Yelp </li></ul><ul><ul><ul><ul><li>Reviews </li></ul></ul></ul></ul>Customer support sites
  • 41. Questions?
  • 42. <ul><li>Setup one account that you don’t have (fb, twitter, linkedin) </li></ul><ul><li>Invite everyone in this room today and post </li></ul><ul><li>Everyone in the room respond to the post </li></ul>What’s next?
  • 43. <ul><li>Free Social Media Marketing consultation </li></ul><ul><li>Must “friend”, “tweet”, or connect to me via LinkedIn. </li></ul><ul><li>Your message must contain “SMM Seminar” </li></ul>Contest
  • 44. <ul><li>Please follow me: </li></ul><ul><li>LinkedIn: Ken Nangle Consulting LLC </li></ul><ul><li>Twitter: kennangle </li></ul><ul><li>Facebook: Ken Nangle Consulting LLC </li></ul><ul><li>Ken Nangle Consulting LLC </li></ul><ul><li>www.kennangle.com </li></ul><ul><li>[email_address] </li></ul>In conclusion

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