The Business Owner's Media Mogul Manual: A Strategic Plan to Leverage Web-Based Technologies<br />January 21, 2011<br />
Presentation Overview<br />Social Stats Worth Reviewing<br />Leveraging Social Media Strategies<br />Facebook<br />Twitter...
Social: The New Search<br />69% of consumers are more likely to use a local business it if has information on a social net...
56% find local business info via companies’ Facebook fan pages
55% seek peer referrals & recommendations
75% are likely to use local businesses recommended</li></ul>Source: “TMP Directional Marketing and 15Miles: Bridging the G...
Who Says Small Businesses Can’t Do Social?<br />
Leveraging Social Media Strategies5 Tips to Success<br />
Leveraging Social Media Strategies5 Tips to Success<br />Step 1: Research<br />
Leveraging Social Media Strategies5 Tips to Success<br />Step 2: Construct a Strategy<br />What are our business goals?<br...
Leveraging Social Media Strategies5 Tips to Success<br />Step 3: Find a Social “Brand Champion”<br />
Leveraging Social Media Strategies5 Tips to Success<br />Step 4: Identify Channels of Value<br />
Leveraging Social Media Strategies5 Tips to Success<br />Step 5: Measure Properly<br />Source: http://www.seomoz.org/blog/...
Facebook<br />
Powerful Facebook Stats<br />Source: http://www.facebook.com/press/info.php?statistics<br />
Customers Use Facebook<br />
Powerful Facebook Page<br />
Facebook<br />Other Ideas for Facebook<br /><ul><li>Facebook only privileges
 Post about local community events that pertain to your customers, industry, or business
 Ask your fans questions about what they want to see
 Update fans about businesses happenings
 Add photos from “behind the scenes,” events, or products
 Build relationships with fans by engaging with them</li></li></ul><li>Twitter<br />
Use Twitter for Customer Service<br />
More Twitter Customer Service<br /><ul><li> Use Twitter to respond to Customer Service Inquiries</li></li></ul><li>Proacti...
 Remember: Responses and posts are public – you may not convert unhappy customer, but you can positively influence first-t...
 Don’t delete unless spam or cannot be solved</li></ul>Public response: not accepting blame, but trying to help the custom...
YouTube<br />
YouTube<br />YouTube Videos<br /><ul><li>Create 60-120 second video spots
Optimize video descriptions for target keywords
Build business YouTube channel & add videos
Pull in video to homepage and/or blog
Have video template already created with branded header and footer graphic
Submit video sitemap to Google
Videos from YouTube have a good chance of co-ranking or out-ranking news video search rankings</li></li></ul><li>YouTube<b...
Tracking YouTube<br /><ul><li> Cut-off mark for high-converting leads is 2:00
Adwords calls cost around $150 per call while the YT/Video costs about $50 per call for the same period
 The YT/Video channel continues to attract new subscribers and visitors, so it's growing and generating more calls, with t...
LinkedIn<br />LinkedIn Facts<br />LinkedIn has more than 90 million members in over 200 countries around the globe.<br />A...
LinkedIn<br />Use LinkedIn to:<br />Manage the information that’s publicly available about you as professional<br />Find a...
Monitoring Tools<br />
search.twitter.com<br />
Hootsuite<br />
google.com/alerts<br />
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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 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

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