Social Media Marketing for Small Business 101

How to improve business PROFITS with Social Media

What’s on the Agenda?
A bit about me and e-CBD and this workshop
The marketing landscape: Where we’re at
Introduction to the main Social Networks and Case Studies
Facebook
As a network
As an advertising tool
Twitter
YouTube
LinkedIn
Blogs
Questions and Workshop
Re-cap

About me: Matt Granfield
Communications degree
Worked in Public Relations and Journalism
Joined e-CBD with Marilyn Strauss in 2001
Focussed on online marketing
Became Marketing Magazine’s ‘Online Marketing Guru’
Became interested in social media two years ago
Started specialist SM consultancy
Created the Dialogix tool
Now used by many of the biggest corporations in Australia

About me: Matt Granfield

About us: e-CBD
Started in 1997 in Southport
Marilyn and Matt joined forces in 2001
Design Websites
Always had a strong focus on SEO and marketing
Saw the rise in interest in Facebook marketing, blogs and Twitter for small business and we’re now strong advocates of it, working with clients as diverse as the Australian Labor party and the Animal Welfare League, right down to small businesses.

About This Workshop
Social media is a collective term for a range of websites that let people contribute to them. YouTube for example, is a form of social media.
Social networks are social media websites that act as interactive networks of people with a common interest. Facebook is a social network.
It’s not a lecture, so ask questions or interrupt at any time
At the end we’ll go through as many businesses as we can and see what ideas we can come up with
While social networks are a hugely popular tool, they’re not a magic money wand.

How Much Do We Know?
Who here has heard of Facebook?
Who here is on Facebook?
Who here has started using Facebook for business?
Who here is on LinkedIn?
Who here has watched YouTube?
Who has uploaded a video to YouTube?
Who has a Twitter account?

How Much Do We Know?
Who here has heard of Facebook?
Who here is on Facebook?
Who here has started using Facebook for business?
Who here is on LinkedIn?
Who here has watched YouTube?
Who has uploaded a video to YouTube?
Who has a Twitter account?
Who has a Twitter account and has only used it a couple of times and the only thing they’ve said is ‘figuring out how to use Twitter’?

The Marketing Landscape: Where We’re At...

“ Word of Mouth” was the first form of marketing. And it as has ALWAYS been the most effective way of getting new business. People have always trusted their friends opinions…

Hey Maximus, Poncius in front of me reckons I need a new anti-perspirant, you always smell nice, what do you use? Centurio, it never lets me down!

Word of mouth never stopped being important, but when mass media became popular last century, brands could rely on advertising to broadcast their message at the world and word of mouth didn’t seem as important to some marketers anymore…

The Yellow Pages used to work

If you wanted to reach more people you put an ad in the local paper…

Or bought a 30 second commercial on TV.

But the landscape has changed…

Ads are everywhere. In fact, people see and hear between 1,000 and 3,000 advertising messages every day…
87,600,000 throughout their lives…

People still watch TV, but they flick through the ads. They read the news online instead of on paper.
Recommendations and opinions for every product and service are now available on the Internet.
We don’t rely on ads for information.

We have reached a point where:
14% of people trust ads
78% of people trust consumer recommendations
(Source: Neilsen Global Trust In Advertising Survey, 2007)

McKinsey and Co. estimate that 2/3 of the economy is now influenced by personal recommendations…

The Internet is now the largest
mass-communication medium, by far…

13 hours of video are uploaded to YouTube every minute

There are more than 133 million blogs in the world (Source: Technorati)

Half the Australian population visits Facebook each month.

Every single second of every single day , Twitter’s users mention brands they LOVE and HATE .
Last year Twitter grew by more than 1300%
(Source: Twitter Search, Forrester Research)

There are millions of special interested forums in Australia. Vogue Magazine’s Australian forum is one of the biggest with 93,000 active members. The most common forum topics are product recommendations. (Source: Vogue Forums)

Last year a Neilsen survey found that:
86% of people have used search engines to find local businesses
52% of consumers use telephone directories less than they did two years ago
78% of consumers research a product online before making a purchase
73% of people prefer to find products and services online rather than having an advertisement sent to them

“ 70% of Internet users in Australia visited a social networking site in June 2009, up 29% from 2008...” Source: Comscore, http://www.comscore.com/Press_Events/Press_Releases/2009/8/2_Million_More_Australians_Go_Social_in_2009

That’s about 11 million people

And so there’s a perception among business owners that if you’re not doing some sort of social media marketing, you’re missing out.

And so there’s a perception among business owners that if you’re not doing some sort of social media marketing, you’re missing out. It’s, for the most part, true.

Introduction to the main Social Networks and Case Studies

World’s biggest social network
11 million Australian users
Average user has 130 friends
Very PERSONAL place
People put their baby photos and wedding photos on it. Don’t be offended if they don’t want to be your ‘friend’
People use it as an online journal, sharing personal moments with their friends
Everything you do on it is shared with all your friends. That’s why marketers love it. It’s ‘VIRAL’
It has a fantastic, targeted advertising program

Should Your Company Have a Page?
The answer is YES if:
Your customers are an active community unto themselves
You have heaps of fans
People take lots of photos and videos of themselves using your product or service
People are already telling their friends about you because you’re awesome
People actually care about you
You put on events
You have news to regularly update people with
You are a band
Eg. http://www.facebook.com/pages/Scarborough-Australia/Big-Cat-Reality/16608007646
Eg. http://www.facebook.com/thebeautifulgirls
Eg. http://www.facebook.com/charlottereevesphotography

Should Your Company Have a Page?
The answer is NO if:
Your customers don’t have any reason to interact with each other
You’re doing it because you think you should
You have less fans than you thought you did
You’re scared of the world finding out that no-one really cares about your product
You have nothing to talk about
The people who use your product or service aren’t on Facebook
Eg. http://www.facebook.com/people/Casity-Sons-Plumbing/100001046460990#!/profile.php?id=100001046460990
Eg. http://www.facebook.com/pages/This-is-Handee/335394565831?v=wall

OK, so you think your business should have a Page. How do you get some friends?
Give them real incentives to be friends with you
Special Facebook-only offers (eg. http://www.facebook.com/thebeautifulgirls#!/thebeautifulgirls?v=wall&story_fbid=117063471644249 )
Exclusive news
Create and foster a community (eg. http://www.facebook.com/pollyboutique )
Have events
Give people a reason to tag themselves in your photos
Be interesting so people want to follow you
Invite your friends (der)
Link to your Facebook from your website (eg. http://www.charlottereeves.com.au/home.html )
Tell people about the ‘suggest a friend’ button
Start an amusing group that people will want to join for fun and associate yourself with it (eg. http://www.facebook.com/pages/Stop-Dog-Nudity/9909344442 )
Cross-promote. Find other similar Facebook pages and offer to tell people about them if they do the same for you.
But be prepared to break some rules. Failing that...
ADVERTISE

How Does Advertising Work?

Advertising Tips
Pay per click, not for impressions (you’ll get heaps of impressions anyway
Think outside the square when you’re targeting interests. People who need a wedding photographer aren’t the ones listing ‘photography’ as in interest. They’re the ones who are ‘engaged’
Sex sells. Use a picture and make it attention-grabbing. ‘Sexy singles attract’
Bid the maximum amount to ensure you get the best placement
Include your phone number in the ad (then you don’t have to pay for the click)
Have a goal for the ad - is it to get more fans? Is it to sell something?
More fans is often a good idea, but might not mean more money. If you’re a restaurant in Main Beach you might just want to offer a discount for mentioning the ad (for example).
Have a call to action. Give them a reason to click.

Micro blog
Lets people say what they’re thinking and share information in 140 characters or less
Is, most of the time, a complete pile of crap
But it’s an amazing listening post
And it’s easily searchable. You can find people based on their geographic location.
You can get a feed of people talking about your brand (or city, or whatever)
Great way for businesses to update people with news and offers

Problem : New cafe, needs business (sales) Key Influencers : Coffee Lovers, Vocal Early Tech Adopters, Business Leaders, Local Press

Results...

How do we use it?
http://search.twitter.com/advanced
Keep an eye on competitors
Monitor the local area for people asking for referrals
Follow people who are interested in what we do
Engage key influencers

World’s biggest and most popular video sharing website
Virtually any ‘how to’ search in Google returns a YouTube video in the top 5 results
People with personality have become famous on YouTube
Most videos get less than 1,000 views
Weigh up the ROI before investing in a video
But if you’ve got a camera, why not give it a crack?
Best way to explain complicated things on your website

Market Research: Wine Library
Son of Russian Immigrants starts reading blogs and forums to find out what wines people want to know about.
Answers common questions, tells people to check out his site.
Turns small New York bottle shop into the world’s biggest online wine store with a $48 million a year turnover .

Professional business social networking website
A place to upload your resume
A place to search for savvy employees
Lots of online business networking groups
How I met my business partner in DP Dialogue
You can ask people for their professional recommendations

Don’t start a blog

Don’t start a blog unless you have at least two hours a week to update it with interesting information and/or news about your business.
Pretty much everything has been said and no-one has time to read.
You’re better off reading other people’s blogs and commenting on them.
Use Twitter instead. It’s much easier and quicker.
Or if you’ve got lots of great content, use Tumblr, or consider Facebook (eg. Princess Polly and TBG )

Re-Cap

Top 10 Small Business Social Media Marketing Tips
Set up a Google alert for your brand and engage the people who are talking about you, wherever they are talking.

Set up alerts for your industry (especially if no one is talking about your brand)

You don’t HAVE to have a Facebook page for your business.

Use Facebook advertising, it’s cheap

Keep an eye on what people near you are saying on Twitter

Spend some time each day reading about what other people are doing. There are 1 billion social media marketing blogs out there. Reading blogs is much easier than writing blogs.

Create a community of interest around what you do. It takes time, but it’s worth it.

Don’t start something you can’t finish or maintain properly or it’s a waste of time and you’re better off with Google Ads.

Use LinkedIn as a networking tool. Join groups and ask questions.

Use LinkedIn as a networking tool. Join groups and ask questions.
If you want people to talk about you, be creative (or pay someone who is).

Audience Question Time
More Information?
1300 733 088
www.e-cbd.com
@mattgranfield

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Social Media Marketing for Small Business 101

by Matt Granfield

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Social Media Marketing for Small Business 101 Presentation Transcript