Social Media Marketing for Business Owners & CEO’s


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

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Social Media Marketing for Business Owners & CEO’s

  1. 1. Social Media Marketing <ul><li>for business owners & CEO’s </li></ul>
  2. 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. 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. 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. 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. 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. 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. 8. Question <ul><li>Did you do an ROI analysis on any of your traditional services (phone, fax, mobile, email)? </li></ul>
  9. 9. Question <ul><li>How much time do you spend on the internet? Total including email, browsing, research, leisure, news - everything </li></ul>
  10. 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?
  12. 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?
  13. 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?
  14. 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?
  15. 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
  16. 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
  17. 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
  18. 19. Integrated Social Media Private “facebook” LinkedIn twitter facebook LinkedIn LinkedIn
  19. 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
  20. 21. Put a video on YouTube Link to YouTube video of Stan Slap
  21. 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
  22. 23. Strategy - a plan of action designed to achieve a particular goal that helps an organization concentrate its limited resources on the greatest opportunities.
  23. 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>
  24. 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> 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?
  25. 27. break
  26. 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
  27. 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
  28. 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
  29. 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>
  30. 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
  31. 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> (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
  32. 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 . “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:
  33. 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
  34. 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
  35. 37. What I use to manage my environment
  36. 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>
  37. 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
  38. 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. </li></ul></ul></ul></ul><ul><li>Yelp </li></ul><ul><ul><ul><ul><li>Reviews </li></ul></ul></ul></ul>Customer support sites
  39. 41. Questions?
  40. 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?
  41. 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
  42. 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> </li></ul><ul><li>[email_address] </li></ul>In conclusion
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