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Social Media Marketing Strategies for Small Business - Elgin, TX
 

Social Media Marketing Strategies for Small Business - Elgin, TX

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  • What to do: thank someone with an awesome and personalized video.
    What NOT to do: Miss said awesome video entirely until one year later.

    I can’t apologize enough for responding to this sooner, Scott. You were so generous with your time and your information, and I dropped the ball.

    I truly appreciate your kind words about the presentation, and the effort you put forth to compliment me on it.

    Thank you from the bottom of my rather embarrassed heart.
    -- Sarah Page
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  • Hands up activity.Handouts: Social media myths & tipsSocial media glossary
  • Social media is the venue for all the message and information you want to share about your destination or business.
  • After the video:Social media is here to stay. The various tools might change – and probably will – but the idea of user-generated content & direct interaction with customers isn’t going away.
  • Can help reach a different demographic – one that doesn’t respond to traditional advertising (no newspapers – can get news on your phone)SEO = getting found onlineViral = now people will tell friends in a more public way
  • Social media is a tool just like any other type of marketing or public relations outreach. It’s not meant to replace what you’re already doing – merely to complement it. So it’s important to bring it in to your overall marketing and PR strategy.
  • Handout:Twitter Like a Chamber Luncheon
  • Handout:Ways to Use Twitter
  • Provide value >>> that way, you’re not always marketing TO them, you’re being helpful.
  • How do you do that? You follow the 70-20-10 Rule.
  • 70% = whatever news or information your followers/customers most want to hear about. It can be links to articles or blog posts, tips, info on national trends, etc. It’s sharing information that benefits them, not you.20% = is the back and forth conversation: answering questions, asking questions, or just chatting about topics of mutual interest. This is the part where you show you’re listening and can respond as a human being, not as “big company”. For a good example of this, look at how well Southwest Airlines (@SouthwestAir) does this on Twitter.10% = After all the great interaction and sharing of information, you deserve to toot your own horn a little bit. Go ahead, you’ve earned it! Plus, you won’t come across as being spammy or entirely self-promotional. Talk about your business, recent accolades, links to articles about you, promote an event or a blog post, etc.
  • Handout: United Linen Social Media Story
  • Handout: Promise Pizza Social Media Story

Social Media Marketing Strategies for Small Business - Elgin, TX Social Media Marketing Strategies for Small Business - Elgin, TX Presentation Transcript

  • Social Media Strategies for Small Businesses
    March 30, 2010
  • Social media isn’t a conversation.
    It’s where the conversation takes place.
  • Think Social Media Is a Fad?
    It’s a Revolution!
  • Benefits of Social Media
    It’s FREE!
    Builds deeper relationships
    Increases brand awareness
    Broadens your network
    Helps SEO
    Increases website traffic
    Can help reach journalists/media
    Empowers fans to be viral ambassadors for your brand
    Source: Social Media for Tourism Pros
  • Basic Social Media Strategy
    Incorporate into existing marketing & PR plans
    Listen to the conversation
    Review and analyze what you learn
    Engage if and when it makes sense
    Monitor and adjust
    Measure results
    Source: Social Media for Tourism Pros
  • Social Media = Biz Cocktail Party
    Business cocktail party
    Meet people and start conversations
    Answer questions and help others
    Ask questions and trust others’ advice
    Social media
    Become a member of the “community”
    Add value to the community
    Ask and answer questions
    More effective than live cocktail parties
    No boundaries of time or space
    Other people can listen in easily
    Source: HubSpot
  • Common Social Media Platforms
    Facebook& Twitter
  • What Is Facebook?
    A social networking service that allows users to connect to friends and colleagues
    Post updates. Share links, photos, and videos
    Can comment on others’ activity
    Well over 250 million active users
    Fastest growing demographic is 35 years old and up
    Over 8 million users become fans of pages each day
    Remember: Personal profiles are for people, not businesses. Develop a fan page instead.
    Facebook
  • What Is Facebook?
  • Facebook Benefits to Biz
    Low cost
    Engage with fans of your business page
    Fans receive your updates and can upload comments, photos, and video
    When fans engage you on your page, their activity shows up in their friends’ streams
    This can prompt others to check out your page and your business!
    Facebook
  • Facebook Benefits to Biz
    Can incorporate content from other social media platforms
    Ex: blog posts, updates from Twitter, pictures from Flickr, videos from YouTube, etc.
    Targeted advertising opportunities (cheap too!)
    Facebook
  • What Is Twitter?
    Free social networking and micro-blogging site that allows users to send and read messages known as “tweets”
    Tweets can have no more than 140 characters & are delivered to the author’s subscribers, known as “followers”
    44 million + users
    72.5% joined during the first half of 2009
    Twitter
  • What Is Twitter?
    Screenshot of Twitter business profile page
  • Twitter Benefits for Biz
    Low cost
    Speed of feedback
    Potential reach of message
    Customer engagement/service
    Track what people are saying about your business
    Create buzz around upcoming events
    Promote your business and other content you create
    Twitter
  • Let’s Get You Set Up!
  • Facebook Setup
    Login to your personal Facebook page
    Click on “Advertising” at the very bottom right of the page
    Click on “Pages”
    Click on “Create Page” button
    Choose a Page Category & Name
  • Facebook Setup (cont’d)
    Complete detailed information
    Upload a photo or logo
    Write a brief bio/description
    Address, phone number, website, hours, etc.
    Click “Publish”
    Viola!
  • Facebook Setup: Next Steps
    Enter some content
    Add a status update
    Link to a great article about your biz
    Create an event
    Upload some photos
  • Facebook Setup: Next Steps
    Promote your page
    Update your personal status with a link to your new page – hit up your friends
    Become a Fan of other local/related pages
    Include links in your E-mail signature, on your website, in E-newsletters
  • Twitter Setup
    Go to http://twitter.com
    Click on the “Join the Conversation” button
    Create a username and password
    Add an E-mail address
    Type in the security code
    Click on “I accept, Create my Account”
  • Twitter Setup (cont’d)
    Click on “Settings” at the top right
    Account Settings:
    Select English and Central Time Zone
    DO NOT protect your tweets
    Profile Settings:
    Upload a profile photo
    Enter real name/business name
    Enter actual location (Ex: Elgin, TX)
    Enter website URL
    Enter bio – VERY IMPORTANT
  • Twitter Setup (cont’d)
    Click on “Design” at the top right
    Choose a background or upload a new image
    Viola!
  • Twitter Setup: Next Steps
    Enter some content (140 characters)
    Tell the world you’re on Twitter!
    Link to an interesting article related to your business
    Use a URL shortener like http://bit.ly to save space
    Talk about an upcoming event, sale, a new product/service
    Look for interesting people/organizations to follow
    Click on “Find People” at the top right
    Search by name, username & location
  • Twitter Setup: Next Steps
    Promote your page
    Update your Facebookstatus with a link to your new page – hit up your friends
    Become a follower of other local/related people/businesses
    Include links in your E-mail signature, on your website, in E-newsletters
    Set up HootSuite (www.hootsuite.com)
    Select columns to display
  • So What Do I Say?
  • So What Do I Say?
    Customer FAQs
    Tutorials
    Company news
    Events you’re attending
    Your own content
    Content from others
    Observations
    What you’re reading or watching
  • Rules of Engagement
    Listen more than you talk
    Remember: It’s about them, not you.
    Always “listen” and interact/engage
    Provide value far beyond your particular site or service
    Source: Social Media for Tourism Pros
  • Formula for Success
    70 20 10
    Source: Social Media for Tourism Pros
  • Formula for Success
    70 20 10
    70% of content = value-added, audience-based & not about you at all
    20% of content = spontaneous interaction with followers, fans, or friends
    10% of content = unabashed self-promotion
    Source: Social Media for Tourism Pros
  • Who’s Talking About Elgin?
  • Who’s Talking About Elgin?
    Your Fans!
  • Who’s Talking About Elgin?
    Your Fans!
  • Who’s Talking About Elgin?
    Local Businesses
  • Who’s Talking About Elgin?
    Local Businesses
  • Who’s Talking About Elgin?
    Local Businesses
  • Who’s Talking About Elgin?
    Local Businesses
  • Who’s Talking About Elgin?
    Cycling
  • Who’s Talking About Elgin?
    Completely Random
  • Who’s Talking About Elgin?
    Completely Random
  • Who’s Talking About Elgin?
    #$!*BLEEP*%#@
    Completely Random
  • Who’s Talking About Elgin?
    Completely Random
  • Who’s Talking About Elgin?
    Completely Random
  • Who’s Talking About Elgin?
    Completely Random
  • Small Business Examples
  • United Linen
  • United Linen
    Family owned and operated company in Bartlesville, OK
    Founded in 1936 as a personal laundry and dry cleaning business
    Sells linens, uniforms, and restaurant supplies to other businesses
    Focus on customer service and empower all employees to deliver it
    Measurement
  • United Linen
    Help Retail Customers
  • United Linen
    Add Value
  • United Linen
    Add Value
  • United Linen
    Add Value
  • United Linen
    Keep Customers Informed
  • Promise Pizza
  • Promise Pizza
    Founded in early 2009 in Round Rock, TX
    Locally-owned small restaurant
    Key Goals:
    Social responsibility
    Better product
    Tasty pizza
    Community-minded
  • Promise Pizza
    Ask Your Customer
  • Promise Pizza
    Say Thank You
  • Promise Pizza
    Come Say Hello
  • Promise Pizza
    Twitter Only Deals
  • Promise Pizza
    Show Community Involvement
  • Promise Pizza
    We Can Do Better
  • Some Other Good Examples
  • Include links to social media sites on your main website.
  • Use E-mail signature files as an opportunity to expand your social networks.
  • Waco Chamber - Twitter
    Promote Events
  • Lost Pines Hyatt – Twitter
    Last Minute Deals
  • Twitter Examples
    Share Photos/Videos
  • Twitter Examples
    Share Photos/Videos
  • Twitter Examples
    Twitter Lists
  • Hyatt Lost Pines - Facebook
  • Papasan Team Realty - Facebook
  • Papasan Team Realty - Facebook
  • Questions?
    Sarah Page
    1-800-776-5272, Ext. 3513
    512-914-8873 (cell)
    sarah.page@lcra.org
    @ColoradoRiverTr