Social Media Strategies for Small Businesses<br />April 7, 2010<br />
Social media isn’t a conversation.  <br />It’s where the conversation takes place.<br />
Think Social Media Is a Fad?<br />It’s a Revolution!<br />
Benefits of Social Media<br />It’s FREE!<br />Builds deeper relationships<br />Increases brand awareness <br />Broadens yo...
Basic Social Media Strategy<br />Incorporate into existing marketing & PR plans<br />Listen to the conversation<br />Revie...
Social Media = Biz Cocktail Party<br />Business cocktail party<br />Meet people and start conversations<br />Answer questi...
Common Social Media Platforms<br />Facebook, Blogs, & Twitter<br />
What Is Facebook?<br />A social networking service that allows users to connect to friends and colleagues<br />Post update...
What Is Facebook?<br />
Facebook Benefits to Biz<br />Low cost<br />Engage with fans of your business page<br />Fans receive your updates and can ...
Facebook Benefits to Biz<br />Can incorporate content from other social media platforms<br />Ex: blog posts, updates from ...
What Is a Blog?<br />Online journals with entries (or posts) in reverse chronological order<br />Readers can leave comment...
Blogs<br />
Blog Benefits for Biz<br />Low cost<br />Increased website traffic<br />Increased credibility and trust<br />Increased pro...
What Is Twitter?<br />Free social networking and micro-blogging site that allows users to send and read messages known as ...
What Is Twitter?<br />Screenshot of Twitter business profile page<br />
Twitter Benefits for Biz<br />Low cost<br />Speed of feedback<br />Potential reach of message<br />Customer engagement/ser...
Let’s Get You Set Up!<br />
Facebook Setup<br />Login to your personal Facebook page<br />Click on “Advertising” at the very bottom right of the page<...
Facebook Setup (cont’d)<br />Complete detailed information<br />Upload a photo or logo<br />Write a brief bio/description<...
Facebook Setup: Next Steps<br />Enter some content<br />Add a status update<br />Link to a great article about your biz<br...
Facebook Setup: Next Steps<br />Promote your page<br />Update your personal status with a link to your new page – hit up y...
Twitter Setup<br />Go to http://twitter.com<br />Click on the “Join the Conversation” button<br />Create a username and pa...
Twitter Setup (cont’d)<br />Click on “Settings” at the top right<br />Account Settings: <br />Select English and Central T...
Twitter Setup (cont’d)<br />Click on “Design” at the top right<br />Choose a background or upload a new image<br />Viola!<...
Twitter Setup: Next Steps<br />Enter some content (140 characters)<br />Tell the world you’re on Twitter!<br />Link to an ...
Twitter Setup: Next Steps<br />Promote your page<br />Update your Facebook status with a link to your new page – hit up yo...
Blog Setup<br />Go to http://www.blogger.com.<br />Click on the orange “Create a Blog” button.<br />Create a Google accoun...
How To “Listen”<br />
How To “Listen”<br />Go to http://www.google.com/alerts.<br />Sign into your Google account.<br />Enter your search term, ...
How To “Listen”<br />Click on the “+ Add Column” button above your columns.<br />Select the “Search” tab and type in your ...
So What Do I Say?<br />
So What Do I Say?<br />Customer FAQs<br />Tutorials<br />Company news<br />Events you’re attending<br />Your own content<b...
Rules of Engagement<br />Listen more than you talk<br />Remember: It’s about them, not you.<br />Always “listen” and inter...
Formula for Success<br />70   20   10<br />Source: Social Media for Tourism Pros<br />
Formula for Success<br />70   20   10<br />70% of content = value-added, audience-based & not about you at all<br />20% of...
The Unplanned<br />
The Unplanned<br />Social media is a quick, easy way to react to unplanned events<br />Affords the ability to react (in mi...
Source: Southwest Airlines/Paula Berg<br />
The Unplanned<br />
The Unplanned<br />Establish social media channels before a crisis.<br />Build your relationships and credibility before y...
Who’s Talking About Smithville?<br />
Who’s Talking About Smithville?<br />Cycling<br />
Who’s Talking About Smithville?<br />Cycling<br />
Who’s Talking About Smithville?<br />Cycling<br />
Who’s Talking About Smithville?<br />Cycling<br />
Who’s Talking About Smithville?<br />Cycling<br />
Who’s Talking About Smithville?<br />Cycling<br />
Who’s Talking About Smithville?<br />Cycling<br />
Who’s Talking About Smithville?<br />
Who’s Talking About Smithville?<br />Movie/Filming<br />
Who’s Talking About Smithville?<br />Movie/Filming<br />
Who’s Talking About Smithville?<br />Movie/Filming<br />
Who’s Talking About Smithville?<br />Movie/Filming<br />
Who’s Talking About Smithville?<br />Special Events<br />
Who’s Talking About Smithville?<br />Special Events<br />
Who’s Talking About Smithville?<br />Special Events<br />
Who’s Talking About Smithville?<br />Special Events<br />
Who’s Talking About Smithville?<br />
Who’s Talking About Smithville?<br />Local Business<br />
Who’s Talking About Smithville?<br />Local Business<br />
Small Business Examples<br />
United Linen<br />
United Linen<br />Family owned and operated company in Bartlesville, OK<br />Founded in 1936 as a personal laundry and dry...
United Linen<br />Help Retail Customers<br />
United Linen<br />Add Value<br />
United Linen<br />Add Value<br />
United Linen<br />Add Value<br />
United Linen<br />Keep Customers Informed<br />
Promise Pizza<br />
Promise Pizza<br />Founded in early 2009 in Round Rock, TX<br />Locally-owned small restaurant<br />Key Goals:<br />Social...
Promise Pizza<br />Ask Your Customer<br />
Promise Pizza<br />Say Thank You<br />
Promise Pizza<br />Come Say Hello<br />
Promise Pizza<br />Twitter Only Deals<br />
Promise Pizza<br />Show Community Involvement<br />
Promise Pizza<br />We Can Do Better<br />
Some Other Good Examples<br />
Include links to social media sites on your main website.<br />
Use E-mail signature files as an opportunity to expand your social networks.<br />
Waco Chamber - Twitter<br />Promote Events<br />
Lost Pines Hyatt – Twitter <br />Last Minute Deals<br />
Twitter Examples<br />Share Photos/Videos<br />
Twitter Examples<br />Share Photos/Videos<br />
Twitter Examples<br />Twitter Lists<br />
Hyatt Lost Pines - Facebook<br />
Papasan Team Realty - Facebook<br />
Papasan Team Realty - Facebook<br />
Flickr Photo Contest<br />Enter to win cool prizes! <br />http://bit.ly/CRTcontest<br />
Questions?<br />Sarah Page<br />1-800-776-5272, Ext. 3513<br />512-914-8873 (cell)<br />sarah.page@lcra.org<br />@Colorado...
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Social Media Strategies for Small Businesses

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  • Hands up activity.Handouts: Social media myths &amp; 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 &amp; 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
  • Handouts:Blogging IdeasSources for Blog Topics
  • Handout:Ways to Use Twitter
  • Google Alerts will pick up any web-based content related to the search terms you specify. It will present you with alerts when your search term (or keyword) is mentioned on a website, blog, Facebook post, video, etc.
  • Provide value &gt;&gt;&gt; that way, you’re not always marketing TO them, you’re being helpful.
  • 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 Strategies for Small Businesses

    1. 1. Social Media Strategies for Small Businesses<br />April 7, 2010<br />
    2. 2. Social media isn’t a conversation. <br />It’s where the conversation takes place.<br />
    3. 3. Think Social Media Is a Fad?<br />It’s a Revolution!<br />
    4. 4. Benefits of Social Media<br />It’s FREE!<br />Builds deeper relationships<br />Increases brand awareness <br />Broadens your network<br />Helps SEO<br />Increases website traffic<br />Can help reach journalists/media<br />Empowers fans to be viral ambassadors for your brand<br />Source: Social Media for Tourism Pros<br />
    5. 5. Basic Social Media Strategy<br />Incorporate into existing marketing & PR plans<br />Listen to the conversation<br />Review and analyze what you learn<br />Engage if and when it makes sense<br />Monitor and adjust<br />Measure results<br />Source: Social Media for Tourism Pros<br />
    6. 6. Social Media = Biz Cocktail Party<br />Business cocktail party<br />Meet people and start conversations<br />Answer questions and help others<br />Ask questions and trust others’ advice<br />Social media<br />Become a member of the “community”<br />Add value to the community<br />Ask and answer questions<br />More effective than live cocktail parties<br />No boundaries of time or space<br />Other people can listen in easily<br />Source: HubSpot<br />
    7. 7. Common Social Media Platforms<br />Facebook, Blogs, & Twitter<br />
    8. 8. What Is Facebook?<br />A social networking service that allows users to connect to friends and colleagues<br />Post updates. Share links, photos, and videos<br />Can comment on others’ activity<br />Well over 250 million active users<br />Fastest growing demographic is 35 years old and up <br />Over 8 million users become fans of pages each day<br />Remember: Personal profiles are for people, not businesses. Develop a fan page instead.<br />Facebook<br />
    9. 9. What Is Facebook?<br />
    10. 10. Facebook Benefits to Biz<br />Low cost<br />Engage with fans of your business page<br />Fans receive your updates and can upload comments, photos, and video<br />When fans engage you on your page, their activity shows up in their friends’ streams<br />This can prompt others to check out your page and your business!<br />Facebook<br />
    11. 11. Facebook Benefits to Biz<br />Can incorporate content from other social media platforms<br />Ex: blog posts, updates from Twitter, pictures from Flickr, videos from YouTube, etc.<br />Targeted advertising opportunities (cheap too!)<br />Facebook<br />
    12. 12. What Is a Blog?<br />Online journals with entries (or posts) in reverse chronological order<br />Readers can leave comments for the author on blog posts<br />Readers and author can interact via these comments<br />A place to store detailed information/content about your business<br />Link to this content from Facebook & Twitter<br />Blogs<br />
    13. 13. Blogs<br />
    14. 14. Blog Benefits for Biz<br />Low cost<br />Increased website traffic<br />Increased credibility and trust<br />Increased profits<br />Engage in casual dialogue with customers<br />Increased visibility in search rankings<br />Be seen as an expert<br />Blogs<br />
    15. 15. What Is Twitter?<br />Free social networking and micro-blogging site that allows users to send and read messages known as “tweets”<br />Tweets can have no more than 140 characters & are delivered to the author’s subscribers, known as “followers”<br />44 million + users<br />72.5% joined during the first half of 2009<br />Twitter<br />
    16. 16. What Is Twitter?<br />Screenshot of Twitter business profile page<br />
    17. 17. Twitter Benefits for Biz<br />Low cost<br />Speed of feedback<br />Potential reach of message<br />Customer engagement/service<br />Track what people are saying about your business<br />Create buzz around upcoming events<br />Promote your business and other content you create<br />Twitter<br />
    18. 18. Let’s Get You Set Up!<br />
    19. 19. Facebook Setup<br />Login to your personal Facebook page<br />Click on “Advertising” at the very bottom right of the page<br />Click on “Pages”<br />Click on “Create Page” button<br />Choose a Page Category & Name<br />
    20. 20. Facebook Setup (cont’d)<br />Complete detailed information<br />Upload a photo or logo<br />Write a brief bio/description<br />Address, phone number, website, hours, etc.<br />Click “Publish”<br />Viola!<br />
    21. 21. Facebook Setup: Next Steps<br />Enter some content<br />Add a status update<br />Link to a great article about your biz<br />Create an event<br />Upload some photos<br />
    22. 22. Facebook Setup: Next Steps<br />Promote your page<br />Update your personal status with a link to your new page – hit up your friends<br />Become a Fan of other local/related pages<br />Include links in your E-mail signature, on your website, in E-newsletters<br />
    23. 23. Twitter Setup<br />Go to http://twitter.com<br />Click on the “Join the Conversation” button<br />Create a username and password<br />Add an E-mail address<br />Type in the security code<br />Click on “I accept, Create my Account”<br />
    24. 24. Twitter Setup (cont’d)<br />Click on “Settings” at the top right<br />Account Settings: <br />Select English and Central Time Zone<br />DO NOT protect your tweets<br />Profile Settings:<br />Upload a profile photo<br />Enter real name/business name<br />Enter actual location (Ex: Elgin, TX)<br />Enter website URL<br />Enter bio – VERY IMPORTANT<br />
    25. 25. Twitter Setup (cont’d)<br />Click on “Design” at the top right<br />Choose a background or upload a new image<br />Viola!<br />
    26. 26. Twitter Setup: Next Steps<br />Enter some content (140 characters)<br />Tell the world you’re on Twitter!<br />Link to an interesting article related to your business<br />Use a URL shortener like http://bit.ly to save space<br />Talk about an upcoming event, sale, a new product/service<br />Look for interesting people/organizations to follow <br />Click on “Find People” at the top right<br />Search by name, username & location<br />
    27. 27. Twitter Setup: Next Steps<br />Promote your page<br />Update your Facebook status with a link to your new page – hit up your friends<br />Become a follower of other local/related people/businesses<br />Include links in your E-mail signature, on your website, in E-newsletters<br />Set up HootSuite (www.hootsuite.com)<br />Select columns to display<br />
    28. 28. Blog Setup<br />Go to http://www.blogger.com.<br />Click on the orange “Create a Blog” button.<br />Create a Google account, or sign in using your existing Google account.<br />Name your blog.<br />Choose a template.<br />Start blogging!<br />
    29. 29. How To “Listen”<br />
    30. 30. How To “Listen”<br />Go to http://www.google.com/alerts.<br />Sign into your Google account.<br />Enter your search term, set the frequency and method of alert delivery.<br />Use quotes when searching for specific keywords, names or terms.<br />Select “Comprehensive” for alert type.<br />Check your E-mail for your alert.<br />Google Alerts<br />
    31. 31. How To “Listen”<br />Click on the “+ Add Column” button above your columns.<br />Select the “Search” tab and type in your search term (keyword) in the blank.<br />Use quotes.<br />Your new column will appear at the end of your existing columns.<br />Watch it populate with tweets!<br />HootSuite<br />
    32. 32. So What Do I Say?<br />
    33. 33. So What Do I Say?<br />Customer FAQs<br />Tutorials<br />Company news<br />Events you’re attending<br />Your own content<br />Content from others<br />Observations<br />What you’re reading or watching<br />
    34. 34. Rules of Engagement<br />Listen more than you talk<br />Remember: It’s about them, not you.<br />Always “listen” and interact/engage<br />Provide value far beyond your particular site or service<br />Source: Social Media for Tourism Pros<br />
    35. 35. Formula for Success<br />70 20 10<br />Source: Social Media for Tourism Pros<br />
    36. 36. Formula for Success<br />70 20 10<br />70% of content = value-added, audience-based & not about you at all<br />20% of content = spontaneous interaction with followers, fans, or friends<br />10% of content = unabashed self-promotion<br />Source: Social Media for Tourism Pros<br />
    37. 37. The Unplanned<br />
    38. 38. The Unplanned<br />Social media is a quick, easy way to react to unplanned events<br />Affords the ability to react (in minutes) to hot topics<br />Examples: <br />US Airways/Hudson River incident<br />Ft. Hood shootings<br />Source: Visit Baltimore Social Media Presentation<br />
    39. 39. Source: Southwest Airlines/Paula Berg<br />
    40. 40. The Unplanned<br />
    41. 41. The Unplanned<br />Establish social media channels before a crisis.<br />Build your relationships and credibility before you need to use them<br />Lesson<br />Source: Southwest Airlines/Paula Berg<br />
    42. 42. Who’s Talking About Smithville?<br />
    43. 43. Who’s Talking About Smithville?<br />Cycling<br />
    44. 44. Who’s Talking About Smithville?<br />Cycling<br />
    45. 45. Who’s Talking About Smithville?<br />Cycling<br />
    46. 46. Who’s Talking About Smithville?<br />Cycling<br />
    47. 47. Who’s Talking About Smithville?<br />Cycling<br />
    48. 48. Who’s Talking About Smithville?<br />Cycling<br />
    49. 49. Who’s Talking About Smithville?<br />Cycling<br />
    50. 50. Who’s Talking About Smithville?<br />
    51. 51. Who’s Talking About Smithville?<br />Movie/Filming<br />
    52. 52. Who’s Talking About Smithville?<br />Movie/Filming<br />
    53. 53. Who’s Talking About Smithville?<br />Movie/Filming<br />
    54. 54. Who’s Talking About Smithville?<br />Movie/Filming<br />
    55. 55. Who’s Talking About Smithville?<br />Special Events<br />
    56. 56. Who’s Talking About Smithville?<br />Special Events<br />
    57. 57. Who’s Talking About Smithville?<br />Special Events<br />
    58. 58. Who’s Talking About Smithville?<br />Special Events<br />
    59. 59. Who’s Talking About Smithville?<br />
    60. 60. Who’s Talking About Smithville?<br />Local Business<br />
    61. 61. Who’s Talking About Smithville?<br />Local Business<br />
    62. 62. Small Business Examples<br />
    63. 63. United Linen<br />
    64. 64. United Linen<br />Family owned and operated company in Bartlesville, OK<br />Founded in 1936 as a personal laundry and dry cleaning business<br />Sells linens, uniforms, and restaurant supplies to other businesses<br />Focus on customer service and empower all employees to deliver it<br />Measurement<br />
    65. 65. United Linen<br />Help Retail Customers<br />
    66. 66. United Linen<br />Add Value<br />
    67. 67. United Linen<br />Add Value<br />
    68. 68. United Linen<br />Add Value<br />
    69. 69. United Linen<br />Keep Customers Informed<br />
    70. 70. Promise Pizza<br />
    71. 71. Promise Pizza<br />Founded in early 2009 in Round Rock, TX<br />Locally-owned small restaurant<br />Key Goals:<br />Social responsibility<br />Better product<br />Tasty pizza<br />Community-minded<br />
    72. 72. Promise Pizza<br />Ask Your Customer<br />
    73. 73. Promise Pizza<br />Say Thank You<br />
    74. 74. Promise Pizza<br />Come Say Hello<br />
    75. 75. Promise Pizza<br />Twitter Only Deals<br />
    76. 76. Promise Pizza<br />Show Community Involvement<br />
    77. 77. Promise Pizza<br />We Can Do Better<br />
    78. 78. Some Other Good Examples<br />
    79. 79. Include links to social media sites on your main website.<br />
    80. 80. Use E-mail signature files as an opportunity to expand your social networks.<br />
    81. 81. Waco Chamber - Twitter<br />Promote Events<br />
    82. 82. Lost Pines Hyatt – Twitter <br />Last Minute Deals<br />
    83. 83. Twitter Examples<br />Share Photos/Videos<br />
    84. 84. Twitter Examples<br />Share Photos/Videos<br />
    85. 85. Twitter Examples<br />Twitter Lists<br />
    86. 86. Hyatt Lost Pines - Facebook<br />
    87. 87. Papasan Team Realty - Facebook<br />
    88. 88. Papasan Team Realty - Facebook<br />
    89. 89. Flickr Photo Contest<br />Enter to win cool prizes! <br />http://bit.ly/CRTcontest<br />
    90. 90. Questions?<br />Sarah Page<br />1-800-776-5272, Ext. 3513<br />512-914-8873 (cell)<br />sarah.page@lcra.org<br />@ColoradoRiverTr<br />

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