June 21, 2011CSC Small Business Workshop: Social Media for SMBs Lisa Throckmorton SpeakerBox Communications
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).
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’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?”
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.
With so many options; Which do Ichoose and why?
First, “Which Ones?” The ones you probably know: – Facebook – Twitter – YouTube – LinkedIn business professionals
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.
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.
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.
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.
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.
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.”
The Path to Adoption: Don’t Try to Boil theOcean
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!
“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
“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
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
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.
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!
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.
Example: USIS (www.usis.com) - #62 onWashington Technology’s Top Contractor’sList They Keep it Simple: Facebook, Twitter and Podcasts
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.