Social media, content marketing, social advertising, advocacy, ROI and other topics for small business presented at Canada College workshop. With how to-s, tools, best practices, case studies and exercises. Public, online version only.

1. +
How Social Media
Strategies Can Help
Small Business
Prepared for Cañada College E-Center
Presented by Petra Neiger & Jeanette Gibson
April 28, 2016
Social
Media
Workshop
PUBLIC ONLINE VERSION

2. +
Agenda
 Welcome and Session Expectations
 Part I: Social Business Overview
 Social Framework
 Listen + Exercise
 Attract + Exercise
 Engage + Case Studies
 Convert + Case Studies
 Part II: Group Exercises
 Solve A Challenge + Group Discussion
 Build A Plan + Group Discussion
 Wrap up and Close

3. +
What is
Social
Business
?
 Social media is viewed
as a strategic tool for
collaboration
 Employees are encouraged
to use social media to
connect with customers,
partners and each other
 Social media is supported
company-wide with
governance, education
and infrastructure

4. The State Of Customer Experience, Management, 2014
Companies view
customer experience
as one of their top
priorities
Use customer
experiences as a
competitive
differentiator
92%
© 2014 Forrester Research, Inc. Reproduction Prohibited
60%

5. +
Buyer Behavior Has Changed
75% 70% 92%
Of B2B buyers
use social media
to research a
process - IDC
Of the buyer’s journey
is complete prior to
engaging a vendor
- Forrester
Of consumers trust WOM
and recommendations
from friends and family
above all other forms of
advertising - Nielsen

6. +
The Competition for Buyers’ Attention
Is Fierce
Human attention
span in 2013
- The AP, MSFT
Interactions with
your content before
customers believe it
-SMT webinar
Exposure to
your content before
customers act on it
8sec 3-5X 7X

7. +
The Dynamic Customer Decision
Journey
Customer Decision Journey
Evaluate
Consider
Bond with a Brand
Advocate Experience
Buy
Become
Aware of a
Brand Offering
Source: Harvard Business Review

8. “Traditional marketing talks
at people, content
marketing talks with them.”
Doug Kessler
Creative Director, Velocity Partners

9. +
Social Media Governance
You are
Responsible
Abide by
the Rules
Be Mindful
Be Respectful Be Yourself
Be Honest
Add Value
Your Personal Social Media Compass Has Not Changed

10. +
Social Framework
Part I: Review Methodology
Part II: Individual Exercises

11. +
Social Framework
ENGAGELISTEN CONVERTATTRACT

12. +
Listen
DISCOVER MONITOR LEVERAGE
 Conversations
 People
 Events
 Owned channels
 Social web
 Offline
 Bring insights back
 Use insights for
content & engagement
TOOLS TO LISTEN
 FREE: Google Search, Twitter, Hootsuite, Buffer, SocialMention, Hashtagify.me, TweetReach,
LinkedIn, Instagram
 PAID: SproutSocial, Spredfast, Hootsuite, Buffer, Radian6, Brandwatch, Sprinklr, etc

14. +
Social Media Dashboard: Hootsuite

15. +
Listening Exercise
EXERCISE
 Find your business name
 Find your top competitor
 Find a popular hash tag for your business
 Find an influencer
 Find a relevant conversation
TIPS
 Google your business name
 Find relevant keywords on Hashtagify.me
 Run SocialMention query on your
business or industry
 Use TweetReach to create a report
on your Twitter account
Source: Hashtagify.me

16. +
QUESTIONS?

17. +
Attract
BUILD PROMOTE SHARE
 Content calendar
 Content library
(curated & created)
 Influencer, customer
& prospect list
 Integrate with
other programs
 Encourage
referrals
 Consider social
advertising
 Share others’ content
 Make yours sharable
 Use insights for offers
TOOLS TO ATTRACT
 FREE: content editorial calendar on Google, HubSpot editorial calendar
 FREE curation: Feedly, DrumUp, Klout, RightRelevance
 PAID curation: Curata, Kapost, Percolate
 PAID advertising: Google AdSense, Facebook, Twitter, LinkedIn, SiteScout, FBNinja, etc

18. +Content Calendar Example
Source: Convince and Convert

19. +Social Advertising Example
Source: fb.com/redpantzcompany

20. +
Attracting An Audience Exercise
EXERCISE
 Create a Facebook ad to
increase page likes
TIPS
 Select your target audience:
location, age range, gender,
interests
 Set ad date range
 Set budget
 Check settings for CPM/Likes
 Write 3 different ad copies

21. +
QUESTIONS?

22. +
Engage
PLAN PARTICIPATE ACTIVATE
 Response & crisis plan
 Integrated digital &
offline experiences
 Customer journey
across the funnel
 Moderate & engage
in conversations
 Add value
 Tell customer-centric
stories
 Use visuals often
 Activate your network
 Develop advocacy
 Reward advocates
TOOLS TO ENGAGE
 FREE: crisis response plan on Google
 FREE/PAID social media management platforms: Hootsuite, Buffer, TweetDeck, etc
 FREE/PAID visual tools: Canva, Magisto, Freeimages.com, Venngage, Recite, etc

23. +
Video: “Social is Sweet”
http://ow.ly/4nlEiQ

24. +
• Let community tell their
story with visuals
• #WellTraveled
Photo Contests 480K
Instagram Followers
• 60% Increase in positive
brand sentiment

25. +

26. +
Hootsuite Valentine’s Day Campaign
Objective: Spread the #HootLove - to increase
awareness of the @HootCommunity and
@Hootsuite profiles through a transactional
“user focused” activity that helps us make a
personal connection with our audience.

27. +
This Works for B2Bs Too

28. +
QUESTIONS?

29. +
Convert
TAG ASK MEASURE &
REFINE
 Content & sites for
tracking
 Integration between
campaign tools
 Have a clear call to
action
 Convert unkown visitors
into known prospects
 Benchmark & track
progress
 Adjust based on
results
TOOLS TO CONVERT
 FREE/PAID: Google URL builder, Google Analytics
 FREE/PAID email campaign tools: Constant Contact, MailChimp, etc

30. +
Measurement Framework
Leads
Direct, Indirect and Search
Amplification
Shares, Retweets, Likes
Engagement
Blog post views, video views
Audience
Followers, Subscribers, Fans
Source: @andrewspoeth #HootTech

31. +
Palms Hotel
 Business Challenge:
Increase engagement with existing
customers and drive new customers
to their property
 Social Campaign:
Twitter Sweepstakes campaign to
reach consumers tweeting about
“Vegas Trip” and responding to
questions about Palm’s deals
 Results:
 Exceeded room rate reservation goal
by 47%
 Exceeded revenue goal by 67%
 Added 2,500 new Twitter followers in
30 days!

32. +
Hootsuite
78%
Increase in mobile
app downloads
Business Challenge:
Increase downloads of mobile app
Solution:
Share social content with clear C2A &
leverage employees to extend reach

33. +
From Video Awareness to Revenue
Ad Impressions
(Awareness)
Video Views
(Consideration)
Demos
(Response)
Result
(Purchase)
210 qualified leads
$80M+ influenced
sales
Source: Cisco
Router Robot Arm Challenge:
Control your router remotely

34. +
Key Takeaways: 7 Steps to Success
 Set goals
What do you want to accomplish? Measure success based on objectives
 Lead with listening
Uncover your experts, influencers and customers, and get them involved
 Respect the platform
Tailor your content to your audience and channels
 Become a storyteller
Share your passion via #hash tags and photos. Make content easy to find and share
 Make social part of the customer journey
Add social to your events, website, email, business card, etc
 Be flexible and adjust as you go
Be willing to experiment and learn from your audience
 Be patient
Give, give, give before you take

35. +
QUESTIONS?

36. +
Petra Neiger
Jeanette Gibson
@Petra1400
@JeanetteG
Thank You!