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.
A mobile phone?
An email account?
… accounts personally or for your business?
Did you do an ROI analysis on any of your traditional services (phone, fax, mobile, email)?
How much time do you spend on the internet? Total including email, browsing, research, leisure, news - everything
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
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?
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.
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
The era of Internet
‘90’s – CIO then CTO
The era of Internet Marketing (ads, SEO)
Late 90’s – CMO
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
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?
Strategy - a plan of action designed to achieve a particular goal that helps an organization concentrate its limited resources on the greatest opportunities.
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.
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?
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
LinkedIn, Twitter, Facebook
CEO’s Browser, Modern CEO
Facebook Business Page
LinkedIn Business Page
Decide what you want to accomplish – set goals
Market analysis – listen, identify influencers
Establish time line for implementation
Develop content guidelines & content
Build content development capability
Measure, Assess, Adjust
Develop a plan
Use aggregation websites to monitor and post social media sites
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/
PostRank (ratings, influence management)
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
Ask for recommendations
List your website & blog
You don’t need a personal facebook account
Find interesting people to follow/observe
Social media sites
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
Customer support sites
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
Free Social Media Marketing consultation
Must “friend”, “tweet”, or connect to me via LinkedIn.