Social Media for Small Businesses:
 What Blogs, Forums & Social Networks Can Do For You

                 October 30, 2008...
“Your brand is what Google says it is, not
      what you say your brand is.”
      - Chris Anderson, Wired Magazine edito...
What is Web 2.0 (aka the Social Web)?

 •   Consumer-generated content

 •   Mass collaboration

 •   Inbound marketing


...
Inbound Marketing Snapshot

• Permission-based (NOT interruption-based)
• Consumers choose to learn more about you
• The F...
Social Media Participation

•   Watch video from other users = 29%

•   Read online forums or discussion groups = 28%

•  ...
Social Media by the Numbers

•   More than 112,000,000 blogs

•   4 out of 5 bloggers post brand or product reviews[1]

• ...
Goals of the Social Web for Biz

• Create connections and build relationships.
• Optimize Websites for improved search eng...
Marketing in the Social Web

Part 1: Tools of the Trade


Part 2: Building Your Social Web Strategy


Part 3: Resource Cen...
Part 1:
Tools of the Trade
 Monitor, Participate & Publish




                                  9
Tools of the Trade (Monitor)
Blog Search
Discover blogs in your industry




                                  10
Tools of the Trade (Monitor)
Really Simple Syndication (RSS) Feeds
Consume and share regularly updated content

  • Delive...
Tools of the Trade (Monitor)
RSS Feed Readers
Monitor all your priority RSS feeds on one page
                            ...
Tools of the Trade (Monitor)
Google News Alerts
Keep a pulse on your online brand with email alerts from Google
          ...
Tools of the Trade (Participate)
Social Bookmarking
Find and share great content




                                   14
Tools of the Trade (Participate)
Social Networking
Build connections, relationships and community




                    ...
Tools of the Trade (Participate)
Online Forums
Contribute to the discussion

  •   Wikis
  •   Product reviews
  •   News ...
Tools of the Trade (Publish)
Websites
Generate traffic and convert visitors into leads

  • www.WebsiteGrader.com
  • Conte...
Tools of the Trade (Publish)
Search Engine Optimization
Generate traffic, inbound links and leads
•   Create a keyword
    ...
Tools of the Trade (Publish)
Search Engine Optimization




                               19
Tools of the Trade (Publish)
Blogging Platforms
Select a powerful publishing tool for your blog

  • Simple RSS and email ...
Tools of the Trade (Publish)
Multi-Media Sites
Publish photos, podcasts and videos




                                   ...
Part 2:
Building Your Social
   Web Strategy




                       22
Building Your Social Web Strategy


  1) Who will you reach?

  2) What will you publish?

  3) How will you measure succe...
Who Will You Reach?
Audience Segments

 • Customers              • Employees
 • Prospects              • Community
 • Main...
Who Will You Reach?
Buyer Personas

• What are their goals and aspirations?
• What are their problems?
• What media do the...
Who Will You Reach?
Social Technographics




                        26
Who Will You Reach?
  Demographics
                                                                           Generation Y...
What Will You Publish?
Content Marketing

 • Blogs                      • White papers
 • Optimized press releases   • By-...
What Will You Publish?
Ideal Blog Topics              Sample Blog Editorial Calendar
• Commentary on MSM
  articles, other...
What Will You Publish?
Blogging Tips — Domain Name

 ✓ www.Blog.com
 ✓ www.Blog.YourCompany.com
 ✓ www.YourCompany.com/Blo...
What Will You Publish?
Blogging Tips — Engage Your Readers

 •   Write with passion in an authentic, human voice.

 •   Ma...
What Will You Publish?
Blogging Tips — Makes Post Easy to Read

 • Limit to 400 words or less whenever possible.
 • Use li...
How Will You Measure Success?
Search Engine Rankings
     • Brand                        • Products/Services
     • Indust...
How Will You Measure Success?
Inbound Links




                                34
How Will You Measure Success?
Site Analytics

 • Visitors
 • Pageviews
 • Bounce rate
 • Keyword performance
 • Time on si...
How Will You Measure Success?
Connections

 • Leads
 • Subscribers
 • Comments
 • Followers




                          ...
4 Steps to Get Started . . .

 1) Conduct social media searches of blogs, forums and social
   networks relevant to your c...
Part 3:
Resource Center




                  38
Resource Center
Books

 •   The New Rules of Marketing & PR by David Meerman Scott

 •   Groundswell by Charlene Li and Jo...
Resource Center
Blog Posts

PR 20/20 — All posts tagged “sbc08”
http://www.pr2020.com/Blog/?tag=/sbc08
 •   The New Four P...
Thank You
Paul Roetzer, President | PR 20/20
    email: paul@pr2020.com
      twitter: @paulroetzer
  blog: www.PR2020.com...
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Social Media for Small Businesses: What Blogs, Forums and Social Networks Can Do For You

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Presentation originally given at the 2008 COSE Small Business Conference in Cleveland on Oct. 22, and then to the Cleveland Digital Publishing Users Group on Oct. 30. Audio to come.

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Social Media for Small Businesses: What Blogs, Forums and Social Networks Can Do For You

  1. 1. Social Media for Small Businesses: What Blogs, Forums & Social Networks Can Do For You October 30, 2008 Paul Roetzer President, PR 20/20 1
  2. 2. “Your brand is what Google says it is, not what you say your brand is.” - Chris Anderson, Wired Magazine editor 2
  3. 3. What is Web 2.0 (aka the Social Web)? • Consumer-generated content • Mass collaboration • Inbound marketing [Blogs, Social Networks, Forums, Micro-Blogging, Social Media Newsrooms, Photo Sharing, Virtual Worlds, Wikis, Podcasting, Webinars, Online Videos, RSS Feeds, Social Bookmarking] 3
  4. 4. Inbound Marketing Snapshot • Permission-based (NOT interruption-based) • Consumers choose to learn more about you • The Four Ps: Personas, Participation, Publishing & PageRank • Strategies: Search Engine Optimization (SEO), Pay-Per- Click (PPC) ads, blogging, social media, content publishing (video, audio, copywriting), website development, analytics http://blog.hubspot.com/blog/tabid/6307/bid/4357/Are-the-Four-Ps-of-Marketing-Dead.aspx 4
  5. 5. Social Media Participation • Watch video from other users = 29% • Read online forums or discussion groups = 28% • Read blogs = 25% • Maintain a social networking profile = 20% • Comment on someone else’s blog = 14 % • Publish, maintain or update a blog = 11% • Use RSS = 8% US: Forrester's North American Social Technographics Online Survey, Q2 2007, 10,010 respondents. 5
  6. 6. Social Media by the Numbers • More than 112,000,000 blogs • 4 out of 5 bloggers post brand or product reviews[1] • 6 of the top 10 Websites in the U.S. are social media sites • Social networks unique visitors in June 2008: Facebook (29 million), MySpace (59 million) and LinkedIn (10 million)[2] [1] Technorati State of the Blogosphere; [2] Nielsen Online. June 2008 6
  7. 7. Goals of the Social Web for Biz • Create connections and build relationships. • Optimize Websites for improved search engine rankings, which generates Website traffic, inbound links and leads. • Establish professionals as experts, thought leaders and innovators. • Manage your brand online. • Grow smarter and faster than your competitors. 7
  8. 8. Marketing in the Social Web Part 1: Tools of the Trade Part 2: Building Your Social Web Strategy Part 3: Resource Center 8
  9. 9. Part 1: Tools of the Trade Monitor, Participate & Publish 9
  10. 10. Tools of the Trade (Monitor) Blog Search Discover blogs in your industry 10
  11. 11. Tools of the Trade (Monitor) Really Simple Syndication (RSS) Feeds Consume and share regularly updated content • Delivers updated content from blogs, news sites, forums • Feed is transmitted from the host site and received by your RSS feed reader 11
  12. 12. Tools of the Trade (Monitor) RSS Feed Readers Monitor all your priority RSS feeds on one page www.netvibes.com/pr2020 12
  13. 13. Tools of the Trade (Monitor) Google News Alerts Keep a pulse on your online brand with email alerts from Google www.Google.com/Alerts • Company name (with variations) • Key executives • Priority keywords (comment opportunities) • Competitors • Events • Products/services 13
  14. 14. Tools of the Trade (Participate) Social Bookmarking Find and share great content 14
  15. 15. Tools of the Trade (Participate) Social Networking Build connections, relationships and community 15
  16. 16. Tools of the Trade (Participate) Online Forums Contribute to the discussion • Wikis • Product reviews • News articles • Social networks • Blog comment sections • Video & photo sites 16
  17. 17. Tools of the Trade (Publish) Websites Generate traffic and convert visitors into leads • www.WebsiteGrader.com • Content Management System (CMS) • SEO tools • Analytics • Lead forms & intelligence • Technical support • Blogging platform http://www.pr2020.com/Blog/post/2008/08/5-Things-to-Ask-before-Hiring-a-Web-Development-Firm.aspx 17
  18. 18. Tools of the Trade (Publish) Search Engine Optimization Generate traffic, inbound links and leads • Create a keyword universe (300-500 words) • Prioritize keywords (25-50 words) • Use is titles, meta data, subheads, copy • Optimize anchor text from inbound links 18
  19. 19. Tools of the Trade (Publish) Search Engine Optimization 19
  20. 20. Tools of the Trade (Publish) Blogging Platforms Select a powerful publishing tool for your blog • Simple RSS and email subscription • Social media integration • Technical & community support • Categories • Tags • Pinging services • Multiple authors • Custom URL with your own domain Blog Software Comparison Chart: http://www.ojr.org/ojr/images/blog_software_comparison.cfm 20
  21. 21. Tools of the Trade (Publish) Multi-Media Sites Publish photos, podcasts and videos 21
  22. 22. Part 2: Building Your Social Web Strategy 22
  23. 23. Building Your Social Web Strategy 1) Who will you reach? 2) What will you publish? 3) How will you measure success? 4) How do you get started? 23
  24. 24. Who Will You Reach? Audience Segments • Customers • Employees • Prospects • Community • Mainstream media members (print, broadcast) • Suppliers/vendors/ • Social media affiliates (bloggers, forum participants, social networkers) 24
  25. 25. Who Will You Reach? Buyer Personas • What are their goals and aspirations? • What are their problems? • What media do they rely on for answers? • How can you reach them? • What's important to them? • What words and phrases do they use? • What sort of images and multimedia appeal to them? 25
  26. 26. Who Will You Reach? Social Technographics 26
  27. 27. Who Will You Reach? Demographics Generation Y (The “Millenials”) • Baby Boomers: Born 1946-1964 (ages 44-62) • Generation X: Born 1965-1980 (ages 28-43) • Generation Y: Born 1981-1990 (ages 18-27) • Generation Z: Born 1991-Present (ages 17 & under) http://www.forrester.com/Groundswell/profile_tool.html Data from Forrester Research Technographics® surveys, 2007. For further details on the Social Technographics profile, see groundswell.forrester.com 27
  28. 28. What Will You Publish? Content Marketing • Blogs • White papers • Optimized press releases • By-lined articles • Case studies • Photos • eBooks • Podcasts • Online magazines • Videos 28
  29. 29. What Will You Publish? Ideal Blog Topics Sample Blog Editorial Calendar • Commentary on MSM articles, other blogs, news, events, trends • Relevant links • Tools, resources, tips, ideas, lists • White papers, case studies • Company news • Photos, video, podcasts 29
  30. 30. What Will You Publish? Blogging Tips — Domain Name ✓ www.Blog.com ✓ www.Blog.YourCompany.com ✓ www.YourCompany.com/Blog X www.Blog.Wordpress.com X www.Blog.Blogger.com X www.Blog.Typepad.com 30
  31. 31. What Will You Publish? Blogging Tips — Engage Your Readers • Write with passion in an authentic, human voice. • Make every post relevant to the wants, needs and interests of your readers. • Publish content on regular basis. Target once per week at minimum. • Encourage comments and stimulate discussion. 31
  32. 32. What Will You Publish? Blogging Tips — Makes Post Easy to Read • Limit to 400 words or less whenever possible. • Use lists, bullet points, bold facing and headlines. • Write in short paragraphs. Never more than 6 lines of text. 32
  33. 33. How Will You Measure Success? Search Engine Rankings • Brand • Products/Services • Industry/Divisions • Geographic Searches Difficulty Cost Per Click Rank Visits Leads Company Name 75 66 <$0.50 1 65 10 Service #1 500 70 $1.85 8(+10) 50 5 Service #2 800 72 $2.05 45(-12) 4 0 33
  34. 34. How Will You Measure Success? Inbound Links 34
  35. 35. How Will You Measure Success? Site Analytics • Visitors • Pageviews • Bounce rate • Keyword performance • Time on site • Referrers 35
  36. 36. How Will You Measure Success? Connections • Leads • Subscribers • Comments • Followers 36
  37. 37. 4 Steps to Get Started . . . 1) Conduct social media searches of blogs, forums and social networks relevant to your company and expertise. 2) Monitor news, trends, blogs and forums through RSS feeds & Google Alerts. 3) Become a part of the community. • Read and comment on blogs and forums. • Join a variety of social networks. • Use social bookmarking sites such as Digg, Delicious & StumbleUpon 4) Create a content marketing strategy and start publishing great multi-media content that’s highly relevant to your audiences. 37
  38. 38. Part 3: Resource Center 38
  39. 39. Resource Center Books • The New Rules of Marketing & PR by David Meerman Scott • Groundswell by Charlene Li and Josh Bernoff • The Corporate Blogging Book by Debbie Weil • Wikinomics by Don Tapscott and Anthony D. Williams • Meatball Sundae by Seth Godin 39
  40. 40. Resource Center Blog Posts PR 20/20 — All posts tagged “sbc08” http://www.pr2020.com/Blog/?tag=/sbc08 • The New Four Ps of Marketing • Six Tips for Getting Started on Twitter • 8 Blogging for Business Tools • 5 Things to Ask When Hiring a Web Firm • Managing Your Online Reputation • Selling to the Future: Learn Your XYZs 40
  41. 41. Thank You Paul Roetzer, President | PR 20/20 email: paul@pr2020.com twitter: @paulroetzer blog: www.PR2020.com/blog (800) 920-1623 www.PR2020.com 41
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