The Business Owner's Media Mogul Manual: A Strategic Plan to Leverage Web-Based Technologies
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The Business Owner's Media Mogul Manual: A Strategic Plan to Leverage Web-Based Technologies

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Monique Pouget's SCORE Business Mentors presentation about leveraging Social Media for your small business. Includes 5 tips for building a Social Media strategy, examples of Facebook, Twitter, YouTube ...

Monique Pouget's SCORE Business Mentors presentation about leveraging Social Media for your small business. Includes 5 tips for building a Social Media strategy, examples of Facebook, Twitter, YouTube and LinkedIn strategies, monitoring tools, and an example about Farmer Ray's Social Media strategy.

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The Business Owner's Media Mogul Manual: A Strategic Plan to Leverage Web-Based Technologies Presentation Transcript

  • 1. The Business Owner's Media Mogul Manual: A Strategic Plan to Leverage Web-Based Technologies
    January 21, 2011
  • 2. Presentation Overview
    Social Stats Worth Reviewing
    Leveraging Social Media Strategies
    Facebook
    Twitter
    YouTube
    LinkedIn
    Monitoring Tools
    An Example: How Social Media Saved Farmer Ray
    Closing thoughts
  • 3. Social: The New Search
    69% of consumers are more likely to use a local business it if has information on a social networking site.
    Gen Now (tech-savvy consumers all age groups):
    • 93% usage rate for Facebook
    • 4. 56% find local business info via companies’ Facebook fan pages
    • 5. 55% seek peer referrals & recommendations
    • 6. 75% are likely to use local businesses recommended
    Source: “TMP Directional Marketing and 15Miles: Bridging the Gap, From Search to Sales, Local Search Usage Study” September 2010
  • 7. Who Says Small Businesses Can’t Do Social?
  • 8. Leveraging Social Media Strategies5 Tips to Success
  • 9. Leveraging Social Media Strategies5 Tips to Success
    Step 1: Research
  • 10. Leveraging Social Media Strategies5 Tips to Success
    Step 2: Construct a Strategy
    What are our business goals?
    What do we want social media to do for our business?
    What will we attempt to reach these goals?
    What metrics will we use to measure our success?
    What will we consider an acceptable ROI?
  • 11. Leveraging Social Media Strategies5 Tips to Success
    Step 3: Find a Social “Brand Champion”
  • 12. Leveraging Social Media Strategies5 Tips to Success
    Step 4: Identify Channels of Value
  • 13. Leveraging Social Media Strategies5 Tips to Success
    Step 5: Measure Properly
    Source: http://www.seomoz.org/blog/the-social-media-marketers-seo-checklist
  • 14. Facebook
  • 15. Powerful Facebook Stats
    Source: http://www.facebook.com/press/info.php?statistics
  • 16. Customers Use Facebook
  • 17. Powerful Facebook Page
  • 18. Facebook
    Other Ideas for Facebook
    • Facebook only privileges
    • 19. Post about local community events that pertain to your customers, industry, or business
    • 20. Ask your fans questions about what they want to see
    • 21. Update fans about businesses happenings
    • 22. Add photos from “behind the scenes,” events, or products
    • 23. Build relationships with fans by engaging with them
  • Twitter
  • 24. Use Twitter for Customer Service
  • 25. More Twitter Customer Service
    • Use Twitter to respond to Customer Service Inquiries
  • Proactive Online Conversations
    When Negative
    • Address publicly
    • 26. Remember: Responses and posts are public – you may not convert unhappy customer, but you can positively influence first-time visitors
    • 27. Don’t delete unless spam or cannot be solved
    Public response: not accepting blame, but trying to help the customer privately
    Single negative brand mention:
  • 28. YouTube
  • 29. YouTube
    YouTube Videos
    • Create 60-120 second video spots
    • 30. Optimize video descriptions for target keywords
    • 31. Build business YouTube channel & add videos
    • 32. Pull in video to homepage and/or blog
    • 33. Have video template already created with branded header and footer graphic
    • 34. Submit video sitemap to Google
    • 35. Videos from YouTube have a good chance of co-ranking or out-ranking news video search rankings
  • YouTube
  • 36. Tracking YouTube
    • Cut-off mark for high-converting leads is 2:00
    • 37. Adwords calls cost around $150 per call while the YT/Video costs about $50 per call for the same period
    • 38.  The YT/Video channel continues to attract new subscribers and visitors, so it's growing and generating more calls, with the only investment being the addition of new content.
  • LinkedIn
  • 39. LinkedIn
    LinkedIn Facts
    LinkedIn has more than 90 million members in over 200 countries around the globe.
    A new member joins LinkedIn approximately every second, and about half of our members are outside the U.S.
    Executives from all Fortune 500 companies are LinkedIn members.
  • 40. LinkedIn
    Use LinkedIn to:
    Manage the information that’s publicly available about you as professional
    Find and be introduced to potential clients, service providers, and subject experts who come recommended
    Create and collaborate on projects, gather data, share files and solve problems
    Be found for business opportunities and find potential partners
    Gain new insights from discussions with likeminded professionals in private group settings
    Discover inside connections that can help you land jobs and close deals
    Post and distribute job listings to find the best talent for your company
  • 41. Monitoring Tools
  • 42. search.twitter.com
  • 43. Hootsuite
  • 44. google.com/alerts
  • 45. blogsearch.google.com
    Google Alerts
  • 46. Monitoring Tools
    Recap of Tools & Resources
    • search.twitter.com
    • 47. Hootsuite.com
    • 48. google.com/alerts
    • 49. blogsearch.google.com
  • How Social Media Saved Farmer Ray
    Situation:
    Mercy for Animals releases video showing undercover footage depicting cruelty to animals.
    Farmers were outraged that it was an unfair representation.
    Source: “When Social Media Conflict Comes To The Farm” by Michael Gray on SEL.com 8/20/2010
  • 50. How Social Media Saved Farmer Ray
    Response:
    Farmer Ray Lin fought back.
    Started blog with stories and pictures about his farm …
    Source: “When Social Media Conflict Comes To The Farm” by Michael Gray on SEL.com 8/20/2010
  • 51. How Social Media Saved Farmer Ray
    Response:
    Farmer Ray Lin fought back.
    Started AgChat foundation to train farmers on how to use social media …
    See “When Social Media Conflict Comes To The Farm” by Michael Gray on SEL.com 8/20/2010
  • 52. How Social Media Saved Farmer Ray
    Response:
    Farmer Ray Lin fought back.
    Launched AgChat Facebook fan page …
    Source: “When Social Media Conflict Comes To The Farm” by Michael Gray on SEL.com 8/20/2010
  • 53. How Social Media Saved Farmer Ray
    Response:
    Farmer Ray Lin fought back.
    Launched AgChat Twitter profile …
    Source: “When Social Media Conflict Comes To The Farm” by Michael Gray on SEL.com 8/20/2010
  • 54. How Social Media Saved Farmer Ray
    Response:
    Farmer Ray Lin fought back.
    Launched AgChat YouTube channel …
    Source: “When Social Media Conflict Comes To The Farm” by Michael Gray on SEL.com 8/20/2010
  • 55. How Social Media Saved Farmer Ray
    Response:
    Farmer Ray Lin fought back.
    Launched AgChat Linkedin Group …
    Source: “When Social Media Conflict Comes To The Farm” by Michael Gray on SEL.com 8/20/2010
  • 56. How Social Media Saved Farmer Ray
    Response:
    Farmer Ray Lin fought back.
    Held first AgChat conference in August …
    Source: “When Social Media Conflict Comes To The Farm” by Michael Gray on SEL.com 8/20/2010
  • 57. How Social Media Saved Farmer Ray
    Moral of the Story:
    • Farmer Ray Lin has built a vibrant online community.
    • 58. Farmer Ray Lin is prepared.
    • 59. He’s now setting the ground rules.
    • 60. He has support when there’s a crisis.
    Source: “When Social Media Conflict Comes To The Farm” by Michael Gray on SEL.com 8/20/2010
  • 61. Closing Thoughts
    Engage in Online Conversations
    • Even though you can’t control what’s being said about your business, doesn’t mean it can be ignored
    • 62. The conversation will happen online whether your company is paying attention or not
    • 63. Better to pay attention…and respond!
  • Thank You
    Monique Pouget
    monique@thunderseo.com
    @MoniqueTheGeek
    facebook.com/thunderseo
  • 64. Questions?