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



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

  • Social Media Marketing
    • for business owners & CEO’s
  • Quick Introductions
    • Your name
    • Your organization
    • One thing you hope to learn
    • Why Do Social Media Marketing?
    • How to think about Social Media Marketing strategy
    • Show & Tell about tools to help get you going
    Seminar Objectives View slide
  • Timeline?
    • 1-3 months
    • 3-6 months
    • 6 months - 1 year
    • 1-2 years
    • 2 years or more
    View slide
  • Does this describe your situation?
    • Business is either “OK” or slow.
    • You think there’s something to this Social Media Marketing thing, but you just don’t know enough.
    • You think that Social Media Marketing might help you with your business, but you’re not convinced.
    • Have…
      • A website?
      • A telephone?
      • A mobile phone?
      • A fax?
      • An email account?
    Do you?
    • Have…
    • LinkedIn
    • Facebook
    • Twitter
    • YouTube
    • Flickr/Picasa
      • … accounts personally or for your business?
    Do you?
  • Question
    • Did you do an ROI analysis on any of your traditional services (phone, fax, mobile, email)?
  • Question
    • How much time do you spend on the internet? Total including email, browsing, research, leisure, news - everything
  • Question
    • How much would it be worth to you if you got an increased share, perhaps 5% or 10% of your customers internet time?
    • 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.
    What is it?
    • Using Social Media platforms to promote you, your business and get more sales
    • Communications
      • Blogging, Micro-Blogging, Wiki’s, Events
    • Collaboration & Authority Building
      • Google Docs, Dropbox
    • Social Media Networking
      • Facebook, LinkedIn, Twitter
    • Multimedia - YouTube
    • Location Based - Foursquare
    • An ongoing conversation happening right now
    What is it?
    • 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…
      • #1 Reason – New business
      • #2 Reason – It strengthens your relationships
      • #3 Reason – Establish yourself as an expert
      • #4 Reason – Improve communications
      • #5 Reason – Branding, Visibility, leverage your existing marketing….
      • and… It’s mostly free
    Why do social media marketing?
    • Inform customers/market
    • It’s becoming what your customers expect
    • Compliments traditional marketing…
      • Interaction customs are different. Exchange of information rather than goods/services
      • And… your customers want to be heard, be part of a conversation. Positive Yelp reviews for instance.
      • Better search engine results
      • … it’s an extension of your regular networking
    Why do social media marketing?
    • 25% of all legitimate email never arrives
      • Multiple layers of spam filters.
      • ISP mishaps
      • Hardware failure
    • Email is too cumbersome
      • One copy for each recipient, multiple versions
      • Many replies/forwards are too difficult to manage
    • Messages are short & concise
    • Social networks keep everything in one place
    The “demise” of email
  • 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
      • The era of networking
        • IT Manager/Director/Consultant
      • The era of Internet
        • ‘90’s – CIO then CTO
      • The era of Internet Marketing (ads, SEO)
        • Late 90’s – CMO
      • Now
        • Community Manager
    New roles
  • Integrated Social Media Private “facebook” LinkedIn twitter facebook LinkedIn LinkedIn
    • Pick one and start (facebook, LinkedIn)
      • Facebook or LinkedIn
    • You don’t have to do it all yourself!
    • Like most technological change, it seems difficult or awkward at first. Walk, run, sprint…
    • Incorporate into your daily routine for 10 minutes in the morning, 20 minutes at the end of the day.
    • Broadcast the most interesting thing of the day about your company, current events, something you read or something specific to your industry
    • Make a video & post on YouTube
    Startup tactically
  • Put a video on YouTube Link to YouTube video of Stan Slap
      • See “How to Implement a Social Media Marketing Strategy
        • Dedicate 30 minutes a day
      • What does success look like?
      • What are others doing?
      • What role will you play? Local? Industry?
        • Curator
        • Tastemaker
        • Thought Leader
        • Explorer
      • Listen/Observe
      • Post/Comment
    Startup strategically
  • Strategy - a plan of action designed to achieve a particular goal that helps an organization concentrate its limited resources on the greatest opportunities.
  • Developing Strategy
    • What do your want to achieve?
      • A. Become more responsive to people/consumer audiences
      • B. Incorporate audience/consumer feedback into your organization more quickly and effectively than has happened traditionally
    • What is your timetable?
    • Find an Internal Evangelist
    • Consider Your Employees
    • Listen First (Research) (Listorious)
      • First line of defense. Creating a secure password
        • Take something familiar your city or county.
        • For example – San Mateo, California 94401 and switch it around.
        • Use capital letters and symbols.
        • Result: 944San?MateoCA01
      • Use a password manager (e.g. LastPass)
      • Keep private data separate
        • CRM integrates with many platforms but keeps your client data secure
      • Learn the platforms
      • Nothing you post publicly is secure
    What about security?
  • break
  • 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
  • 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
    • Hootsuite
        • LinkedIn, Twitter, Facebook
    • Blogger
        • CEO’s Browser, Modern CEO
    • Chatter/Yammer
    • Facebook Business Page
    • LinkedIn Business Page
  • What’s needed
    • Commitment
    • Strategy
    • Implementation
    • Follow through
    • Measure/Adjust
    • Decide what you want to accomplish – set goals
    • Market analysis – listen, identify influencers
      • Establish time line for implementation
      • Assess platforms
      • Develop content guidelines & content
      • Integrate
      • Resource planning/allocation
      • Build content development capability
      • Measure, Assess, Adjust
    Develop a plan
    • Use aggregation websites to monitor and post social media sites
      • Post & Follow
        • Tweetdeck, Hootsuite, Seesmic
        • (follow in Gmail)
        • eTacts (follow and chat in Gmail)
      • Integration
        • If you don’t have one get a gmail account
        • Analytics
        • Alerts
      • Monitoring (Ratings, Influence measurement, monitoring)
        • Klout, PostRank, SocialMention, Trackur
    Manage the process
  • 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:
    • Monitoring
          • Klout (ratings)
          • PostRank (ratings, influence management)
          • SocialMention
          • Trackur (social media monitoring)
        • Analyze and Adjust
          • Create content that relates to what people follow
    Monitor & measure
  • 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
  • What I use to manage my environment
  • Don’t assume anything
    • Don’t assume that your target audience doesn’t use Social Media
    • Don’t assume that what you want to write about is what your community wants to hear
    • LinkedIn
      • Ask for recommendations
      • List your website & blog
      • Join groups
      • Post
      • Comment
    • Facebook Page
      • You don’t need a personal facebook account
    • Twitter
      • Find interesting people to follow/observe
    Social media sites
    • Get Satisfaction
          • Get Satisfaction is a simple way to build online communities that enable productive conversations between companies and their customers.
    • Yelp
          • Reviews
    Customer support sites
  • Questions?
    • Setup one account that you don’t have (fb, twitter, linkedin)
    • Invite everyone in this room today and post
    • Everyone in the room respond to the post
    What’s next?
    • Free Social Media Marketing consultation
    • Must “friend”, “tweet”, or connect to me via LinkedIn.
    • Your message must contain “SMM Seminar”
    • Please follow me:
    • LinkedIn: Ken Nangle Consulting LLC
    • Twitter: kennangle
    • Facebook: Ken Nangle Consulting LLC
    • Ken Nangle Consulting LLC
    • [email_address]
    In conclusion