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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 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
    • Timeline?
      • 1-3 months
      • 3-6 months
      • 6 months - 1 year
      • 1-2 years
      • 2 years or more
    • 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
          • Salesforce.com 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
          • Gist.com (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 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/
      • 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. http://getsatisfaction.com/ken_nangle_consulting
      • 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
      • www.kennangle.com
      • [email_address]
      In conclusion