June 21, 2011CSC Small Business Workshop: Social Media                                   for SMBs                         ...
Introduction           SpeakerBox Communications is a                     Local Boutique PR firm                (Less tha...
Social Media: Why Now?          WIIFM? (What’s in it for Me)
Just a Few of the Objections Around SocialMedia for Small Business  “My customer isn’t on Facebook or Twitter.”  “I don’...
The Data  Facebook.com Average user is connected to   80 community pages, groups and events; FB   generates a staggering ...
With so many options; Which do Ichoose and why?
First, “Which Ones?”  The ones you probably know:  –  Facebook  –  Twitter  –  YouTube  –  LinkedIn            business p...
And the less familiar…  Flickr - An image-and video- hosting Web site   where community members can share and   comment o...
Reason #1: Customer Communication  Facebook: the hub through which to drive   social interaction. Companies can use FB to...
Reason #2: Brand Exposure  Facebook: Using pages as a persona allows  Twitter: It’s not what you say, but what you   can...
Reason #3: Traffic to your site  Digg: the most consistent viral-traffic   generation site that can send tens of   thousa...
Reason #4: SEO  Flickr: Strong indexing in search engines and   passes links and page rank.  YouTube: Good for building ...
Reason #5: Talent Acquisition  Facebook: great for community building and   showing off a great company culture.   Encour...
The Path to Adoption: Don’t Try to Boil theOcean
B2G Communications Evolution               YESTERDAY         TODAYCore set of print publications   FedScoop, GovLoop, GovT...
“The Government Isn’t On Twitter…”http://www.nextgov.com/thefeed/@NASA@U.S. Army@U.S. Coast Guard@The White House@USA.gov@...
“The Government Isn’t onFacebook”    White House - Fans: 327,592    Marine Corps - Fans: 83,144    Army - Fans: 49,416...
B2G Content for SMBs = THOUGHT LEADERSHIPListen                  Create                    Engage                         ...
What Does Thought Leadership Really Look Like?  Google searches for your solution produce your name.  3-5 pieces of cont...
Step-by-Step Communications Strategy 1.  Create your top 2-3 agency targets 2.  Understand their mandate/agency objective ...
If You Can Only Do One Thing…BLOG!!!  Highlight your SME and almost 100% of the   time the customer or partner will:  –  ...
Example: USIS (www.usis.com) - #62 onWashington Technology’s Top Contractor’sList  They Keep it Simple: Facebook, Twitter...
HELP!!!  Shoutlet – Social media marketing   communications platform.  Sprout Social – Social media dashboard,   monitor...
Twitter Sidebar…
QUESTIONS?Content sources: SocialMediaToday,Pew Research, CMO.com, Mashable,NextGov, GCN.com and Daniel Odio
Lisa ThrockmortonSpeakerBox Communications                  703-287-7803lthrockmorton@speakerboxpr.com            Twitter:...
CSC Social Media for SMBs
CSC Social Media for SMBs
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CSC Social Media for SMBs

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CSC Social Media for SMBs

  1. 1. June 21, 2011CSC Small Business Workshop: Social Media for SMBs Lisa Throckmorton SpeakerBox Communications
  2. 2. Introduction   SpeakerBox Communications is a Local Boutique PR firm (Less than 20 people; Not just competing with other PR firms for visibility, but with subwoofers and the Bud Light Speaker Box tailgate toy).
  3. 3. Social Media: Why Now? WIIFM? (What’s in it for Me)
  4. 4. Just a Few of the Objections Around SocialMedia for Small Business  “My customer isn’t on Facebook or Twitter.”  “I don’t have enough time or the resources to go down the social media path.”  “I have a limited marketing budget and need to focus on lead gen.”  “ I have no idea what I would even tweet about.”  “There are so many social networking options, where do I even start?”
  5. 5. The Data  Facebook.com Average user is connected to 80 community pages, groups and events; FB generates a staggering 770 billion page views per month.  Twitter: the number of 30-49 year olds who use the service has doubled since late 2010 - from 7% of such users in November to 14% in May 2011.  YouTube - more video content is uploaded to YT in a 60 day period than then three major U.S. television networks creates in 60 years.
  6. 6. With so many options; Which do Ichoose and why?
  7. 7. First, “Which Ones?”  The ones you probably know: –  Facebook –  Twitter –  YouTube –  LinkedIn business professionals
  8. 8. And the less familiar…  Flickr - An image-and video- hosting Web site where community members can share and comment on media.  Digg - A social-news site where users can discover and share content.  StumbleUpon - A social-news community where members discover and share Web pages.  Reddit - A social-news community where users post links to the site’s home page.  Tumblr - A social-networking site where users can ask and answer questions.
  9. 9. Reason #1: Customer Communication  Facebook: the hub through which to drive social interaction. Companies can use FB to get their messages out/receive customer feedback.  Twitter: the ultimate outbound messaging tool. Inbound communications are quick and to the point, allowing for simple monitoring and management of conversations.  YouTube: video is a powerful channel for customer/prospect education.
  10. 10. Reason #2: Brand Exposure  Facebook: Using pages as a persona allows  Twitter: It’s not what you say, but what you can others to say about you that has a real impact!  LinkedIn: Shows the professional prowess of your company. Encourage employees to build profiles: Show off your solid team!  YouTube: Great platform to share messages that align with how you want to be perceived.
  11. 11. Reason #3: Traffic to your site  Digg: the most consistent viral-traffic generation site that can send tens of thousands of visitors to individual posts.  StumbleUpon: the social media equivalent of a traffic Grand Slam—it doesnt happen often, but when it does, its huge. Keep discoveries diverse, it has the potential to deliver thousands of visitors.
  12. 12. Reason #4: SEO  Flickr: Strong indexing in search engines and passes links and page rank.  YouTube: Good for building links back to your site because the videos rank very well.  Digg: Indexes your stories quickly (popular or not). Populars ones attract bloggers.  StumbleUpon: Large user base; many people can find stories and link to them.  Tumblr: high potential from a link-building perspective. Sites rank well in the search engines.
  13. 13. Reason #5: Talent Acquisition  Facebook: great for community building and showing off a great company culture. Encourage your employees to share great company news/job opportunities on their walls.  Twitter: tweet your job postings; showcase your companies expertise.  LinkedIn: Share job openings with “the professional web.”
  14. 14. The Path to Adoption: Don’t Try to Boil theOcean
  15. 15. B2G Communications Evolution YESTERDAY TODAYCore set of print publications FedScoop, GovLoop, GovTwit, GovConWire, OhMyGov, NextGov Website optional SEO or No-Go Golden reporter rolodex Followers with authority Product focused Specialization and Solution-centric Printed “clip” books Google analytics Press releases Corporate or thought leader blog THE GOOD NEWS: YOU ARE MORE IN CONTROL THAN EVER!
  16. 16. “The Government Isn’t On Twitter…”http://www.nextgov.com/thefeed/@NASA@U.S. Army@U.S. Coast Guard@The White House@USA.gov@NASA Goddard@US Dept. of Labor@FEMA@ExportGov@US Dept of Education
  17. 17. “The Government Isn’t onFacebook”  White House - Fans: 327,592  Marine Corps - Fans: 83,144  Army - Fans: 49,416  CDC - Fans: 21,257  State Department - Fans: 16,386  NASA - Fans: 7,768  NASA JPL - Fans: 6,536  Library of Congress - Fans: 6,520
  18. 18. B2G Content for SMBs = THOUGHT LEADERSHIPListen Create Engage Create content for Write once, use 5X! What does your your expertise vis-à- Work to make it two- customer read? vis customer needs way for high impact Address customer Build plan/create What does your objections with strong channels for reaching customer need? messaging your targetWhat is the one thing White papers, articles, Engage customers,you provide that they speeches, videos, partners to speak on want the most? blogs, releases your behalf
  19. 19. What Does Thought Leadership Really Look Like?  Google searches for your solution produce your name.  3-5 pieces of content exist on your specialized skill or solution.  Awards honor you around your best practices internally.  Conferences seek you out for speaking engagements.  You have written a book that relates to your specialty.  You have bylined articles in influential publications.  Social media engagement: your ecosystem follows your lead.  You are seen as an expert, and thus, business comes your way.
  20. 20. Step-by-Step Communications Strategy 1.  Create your top 2-3 agency targets 2.  Understand their mandate/agency objective 3.  Understand the channels they use to learn about you 4.  Know what they read, where they “live” 5.  Reconcile your specialty with their needs 6.  Build your content plan from there 7.  Become a thought leader in their eyes!When your prospect is ready to buy, make sure youare everywhere they look!
  21. 21. If You Can Only Do One Thing…BLOG!!!  Highlight your SME and almost 100% of the time the customer or partner will: –  know you can solve their problem more completely that they can; –  know they don’t have time to apply the solution themselves; –  try NOT to use you, fail miserably, and then become even more desperate to retain you!  Your blog posts can be syndicated to Facebook and Twitter automatically and help with SEO.
  22. 22. Example: USIS (www.usis.com) - #62 onWashington Technology’s Top Contractor’sList  They Keep it Simple: Facebook, Twitter and Podcasts
  23. 23. HELP!!!  Shoutlet – Social media marketing communications platform.  Sprout Social – Social media dashboard, monitoring, workflow, influencer and contact management.  Sendible – Social media marketing platform.  HootSuite - Social media dashboard for managing social content and engagement on multiple networks with team workflow.  Seesmic – Manage social marketing activity on Twitter, Facebook, FourSquare, Google Buzz and Linkedin.
  24. 24. Twitter Sidebar…
  25. 25. QUESTIONS?Content sources: SocialMediaToday,Pew Research, CMO.com, Mashable,NextGov, GCN.com and Daniel Odio
  26. 26. Lisa ThrockmortonSpeakerBox Communications 703-287-7803lthrockmorton@speakerboxpr.com Twitter: speakerbox

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