The document provides 10 tips for using social media to grow a small business, including owning your social brand presence, having an email and SEO strategy first, and converting social media followers to email subscribers. It also discusses how Salesforce allows businesses to engage in social listening, content curation, and social engagement through features like social CRM, content management, email templates, Desk.com for social support, and Chatter for customer collaboration. The tips and Salesforce tools are aimed at helping small businesses optimize their use of social media.
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Dreamforce 2012 -- 10 social media tips for small business
1. Top 10 Tips on How to Use Social
Media to Grow Your Small Business
Andrew Hogg, Salesforce.com, Marketing Operations, Senior Analyst
Marcus Nelson, Addvocate.co, CEO & Founder
4. All About Addvocate.co
We're building the first employee management service for
social media.
Find timely and relevant content for coworkers
Route suggestions to teams, departments, or individuals
Measure which users are truly making an impact
We're aggregating & connecting employee personal social
channels to extend the reach and impact of company
messages.
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11. #1 Own Your Social Brand Presence
Jeremiah Owyang
@jowyang
Reserve your name on popular social
sites. You never know when you
might want to use those accounts &
prevent squatting.
#10SMBTips #df12
13. #2 Have An Email & SEO Strategy First
Jason Keath
@jasonkeath
Have email strategy 1st, SEO 2nd.
Social 3rd. Focus on one platform at
a time, either a blog or Facebook.
Direct all your energy there.
#10SMBTips #df12
14. Example: Pick A Destination, In This Case A Blog
Infographics
Photos
blogs.salesforce.com
Presentations
eBooks
Videos
15. Content is King
Marcus Nelson
@marcusnelson
If #Content is King,#Marketing is
Queen,and your Blog is the Castle.
#10SMBTips #df12
16. #3 Convert Social to Email
Clara Shih
@clarashih
You don't ‘own’ social channels. Get
fans into a system that you do, like
email. Still best way to connect when
you want to.
#10SMBTips #df12
18. #4 Make Your Corporate Site Social
Tyler Willis
@tylerwillis
Add social sharing to your website &
emails, such as sharing buttons,
tweet widgets, facebook ‘like’ box,
etc. #10SMBTips #df12
20. #5 Become A Curator Of Content
Carri Bugbee
@CarriBugbee
Don't have time/resources to create
sharable content? Set up systems to
curate; RSS, newsletters, & lists on
Twitter/FB #10SMBTips #df12
21. Be Interesting, not sales-y
Remember 80/20 Rule:
80% about tips, tricks, and
helpful or entertaining info
Reserve 20% to talk about
your product or service.
22. #6 Don’t Advertise, Editorialize
Jesse Thomas
@JesseThomas
When creating or curating content,
think like an editor, not an
advertiser. Include visuals whenever
possible. #10SMBTips #df12
26. #7 Engage Your Biggest Fans
Esteban Contreras
@socialnerdia
Engage w/ advocates & influencers
often — look for ways to reward
them or give them props. Start with
your most avid customers.
#10SMBTips #df12
27. #8 Enable Your Employees To Engage
Jay Baer
@jaybaer
Don't be afraid to empower
employees, but you MUST give them
guidelines and training first.
#10SMBTips #df12
29. #9 Automate & Personalize the Response
Jason Miller
@JasonMillerCA
Use tools to schedule posts when
you can't be online and then check in
frequently via your mobile device to
moderate comments. #10SMBTips
#df12
31. #10 Feature Your Customers & Content
ANDREW SAUNDERS
@atSaunders
Develop a simple content strategy
featuring your consumers to build
stronger relationships and increase
Word Of Mouth. #10SMBTips #df12
33. Bonus #1: Make Reviewing Your Brand Easy
Leslie Bradshaw
@LeslieBradshaw
Get reviews. Make it easy online
AND offline. Set up iPad at check-
out. Put QR code on receipts direct
customers to Yelp.
#10SMBTips #df12
34. Bonus #2: Listen To Your Customers
Ekaterina Walter
@Ekaterina
If you're in B2B, pull social
information into your CRM system
and look for new, non-creepy ways
to engage with customers.
#10SMBTips #df12
35. In Summary:
1. Own Your Social Brand Presence
2. Have An Email & SEO Strategy First
3. Convert Social to Email
4. Make Your Corporate Site Social
5. Become A Curator Of Content
6. Don’t Advertise, Editorialize
7. Engage Your Biggest Fans
8. Enable Your Employees To Engage
9. Automate & Personalize the Response
10. Feature Your Customers & Content
37. May I suggest…
Social Listening
Content Curation
I was hoping to find…
May I suggest…
May I suggest…
Social Engagement
38. Social Listening
Social CRM:
Leads, Contacts, Accounts
Displayed within records
Connection based on User’s
relationship with Contact, and
social profile security
39. Content Curation
Social Content:
Store, collaborate, share within
Salesforce
Supports versioning
Share multiple files within a
Content Pack
Share with customers via
Content Deliveries (incl. content
expiry, password protection)
40. Social Engagement – Email Templates
Reusable Templates:
Controls your brand messaging
Allows for Share to Social buttons
(within HTML)
Can be emailed to hundreds of
Contacts at once (Mass Email)
Historical send tracking
41. Social Engagement – Social Support
Desk.com
Add-on via AppExchange
Connect with customers via social,
along with phone, email, web, and
chat
Respond to customers via mobile
access
Setup in minutes
Free to try, flexible / low cost license
structure
42. Social Engagement – Customer Collaboration
Chatter Customer Group
Connect & collaborate with your
Customers
Private, firewalled
Can be used to further engagement
with existing prospects & customers
Potentially used to engage with
social advocates