FRCC Social Media              Workshop            Fredericksburg    Regional Chamber of Commerce     Social Media      Wo...
FRCC Social Media                    Workshop    Agenda    Start with Planning    Brief Overview – Big Five    What are Be...
FRCC Social Media               Workshop    http://www.youtube.com/watch?v=lFZ0z5Fm-Ng3
FRCC Social Media         Workshop     Planning:    Finding Your     Sweet Spot4
FRCC Social Media                    Workshop    The Four Sweet Spot Components                  Your Business            ...
FRCC Social Media         Workshop     Your Business        Your Buyers    E-Marketing Channels    Business Resources6
FRCC Social Media                        Workshop    The Business Profile Has Three Major Inputs    Your Offerings    The ...
FRCC Social Media         Workshop       Your Business      Your Buyers    E-Marketing Channels    Business Resources8
FRCC Social Media                         Workshop    Get Inside Your Buyers Head    1. Understand their problems, using t...
FRCC Social Media                           Workshop     Business vs. Buyer-Focused Problem Statement     Business-Focused...
FRCC Social Media            Workshop          Your Business           Your Buyers     E-Marketing Channels        Busines...
FRCC Social Media                           Workshop     What is a Channel?     A “Channel” is a communication mechanism, ...
FRCC Social Media                                      Workshop     What Channels Are Available?     Traditional Internet ...
FRCC Social Media           Workshop         Your Business          Your Buyers      E-Marketing Channels     Business Res...
FRCC Social Media                             Workshop     Determining Your Time Commitment     How much time and/or money...
FRCC Social Media                         Workshop     Put It All Together     Look at each channel and ask these question...
FRCC Social Media           Workshop     Build A Roadmap17
FRCC Social Media                           Workshop     Create a 6-Month Plan     Throttle – introduce one new thing each...
FRCC Social Media         Workshop     Measure ROI19
FRCC Social Media                           Workshop     Tools for Measuring Success     Google Analytics     Google Alert...
FRCC Social Media         Workshop     The Big Five21
FRCC Social Media                         Workshop     The Big Five     • Facebook - >600 million     • Twitter - > 200 mi...
FRCC Social Media                               Workshop     Facebook     • 1 out of every 12 people on earth, half log in...
FRCC Social Media                                       Workshop     Twitter     • 1 out of 36 people on earth – 48% men, ...
FRCC Social Media                                        Workshop     Blogging     • Key tactic in “owned media” and websi...
FRCC Social Media                                Workshop     LinkedIn     • Replacing the Rolodex and email lists     • 4...
FRCC Social Media                                    Workshop     YouTube     • 38 million daily visitors – about 100 mill...
FRCC Social Media           Workshop     Facebook and       LinkedIn     Up-Close & Personal28
FRCC Social Media                         Workshop     Facebook – strengths and weaknesses     • Now nearly 700mm, granula...
FRCC Social Media                        Workshop     Facebook – How To     • Status update is key – 90% of Facebook users...
FRCC Social Media        Workshop31
FRCC Social Media        Workshop32
FRCC Social Media                               Workshop     Picture     Professional-looking     headshot of you.     Hea...
FRCC Social Media                                  Workshop     Job Title(s)     Use skills, not a role.      “Expert E-Ma...
FRCC Social Media                           Workshop     Summary     This is your “story.” Dont be boring, be memorable.35
FRCC Social Media                      Workshop     Your Network Grows Exponentially     3 degrees.36
FRCC Social Media                        Workshop     How Does Your Network Grow?     November 2010                  May 2...
FRCC Social Media                   Workshop     The LinkedIn Search Feature is Very Powerful38
FRCC Social Media                     Workshop     Advanced People Search39
FRCC Social Media        Workshop40
FRCC Social Media                  Workshop     Example41
FRCC Social Media        Workshop42
FRCC Social Media        Workshop43
FRCC Social Media        Workshop44
FRCC Social Media                             Workshop     LinkedIn Groups     Groups can be public or private.     Groups...
FRCC Social Media                           Workshop     Using Groups for Networking     Introduce yourself to people in y...
FRCC Social Media          Workshop     Proceed With       Caution47
FRCC Social Media                                  Workshop     Cautions and precautions     • Unbreakable laws?       – L...
FRCC Social Media         Workshop     Real world     examples49
FRCC Social Media        Workshop50
FRCC Social Media        Workshop51
FRCC Social Media        Workshop52
FRCC Social Media        Workshop53
FRCC Social Media        Workshop54
FRCC Social Media        Workshop55
FRCC Social Media        Workshop56
FRCC Social Media        Workshop57
FRCC Social Media        Workshop58
Upcoming SlideShare
Loading in...5
×

Social Media for Small Business

150

Published on

A presentation to small business owners on social media, how to integrate it into a marketing plan, what utilities to use and how to get increased customer engagement.

Published in: Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
150
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
2
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Social Media for Small Business

  1. 1. FRCC Social Media Workshop Fredericksburg Regional Chamber of Commerce Social Media Workshop March 10, 2011 Presentation collaborators: Avarra Solutions, LLC – Lisa Pecunia Sands, Anderson, LLP – Russell Lawson1
  2. 2. FRCC Social Media Workshop Agenda Start with Planning Brief Overview – Big Five What are Benefits? What are Issues? Let’s Look at some Case Studies.2
  3. 3. FRCC Social Media Workshop http://www.youtube.com/watch?v=lFZ0z5Fm-Ng3
  4. 4. FRCC Social Media Workshop Planning: Finding Your Sweet Spot4
  5. 5. FRCC Social Media Workshop The Four Sweet Spot Components Your Business Your “Buyers” E-Marketing Channels Business Resources5
  6. 6. FRCC Social Media Workshop Your Business Your Buyers E-Marketing Channels Business Resources6
  7. 7. FRCC Social Media Workshop The Business Profile Has Three Major Inputs Your Offerings The Businesss Physical Presence Current Marketing Efforts7
  8. 8. FRCC Social Media Workshop Your Business Your Buyers E-Marketing Channels Business Resources8
  9. 9. FRCC Social Media Workshop Get Inside Your Buyers Head 1. Understand their problems, using their language. 2. Focus your message on solving their problems, using their language. 3. Know where your buyers go to look for solutions to those problems. ? ? ? 4. Be there. ? ? ? ? ? ? ? ? ? ?9
  10. 10. FRCC Social Media Workshop Business vs. Buyer-Focused Problem Statement Business-Focused: The client is struggling because their business has poorly structured policies and procedures that create inefficiencies. The owner needs to work longer hours to make up for it. Buyer-Focused: My spouse is complaining because I work too many hours on my business and Im never home. Sometimes I even have to miss my kids sports events because I work Saturdays to try to catch up. I can never seem to get out from under this pile.10
  11. 11. FRCC Social Media Workshop Your Business Your Buyers E-Marketing Channels Business Resources11
  12. 12. FRCC Social Media Workshop What is a Channel? A “Channel” is a communication mechanism, a way to distribute your marketing message. There are many!12
  13. 13. FRCC Social Media Workshop What Channels Are Available? Traditional Internet Marketing Social Media Marketing A professional website Social networking Pay-per-click advertising Ratings and reviews sites E-Mail marketing Social bookmarking Article marketing Blogging & micro-blogging News releases Local directories Online shopping directories Coupon sites E-commerce Mobile advertising Affiliate marketing Professional online networking Search engine marketing Multimedia / Video Specialty directories Answer Sites Local directories Online groups /communities How do I decide which ones will work for me? Research!13
  14. 14. FRCC Social Media Workshop Your Business Your Buyers E-Marketing Channels Business Resources14
  15. 15. FRCC Social Media Workshop Determining Your Time Commitment How much time and/or money are you willing and able to commit? Most online tools dont cost (much) money, but hiring someone to do the work does. Different activities take different amounts of time.15
  16. 16. FRCC Social Media Workshop Put It All Together Look at each channel and ask these questions... 1. Does my current business profile/culture/climate fit with this channel? 2. Are my buyers using this channel to solve their problems/fill their needs? 3. Can I consistently invest the amount of time needed to successfully leverage this channel? 4. Does it fit with the other channels I am considering?16
  17. 17. FRCC Social Media Workshop Build A Roadmap17
  18. 18. FRCC Social Media Workshop Create a 6-Month Plan Throttle – introduce one new thing each month Prioritize Define specific time blocks. – Weekly – Daily18
  19. 19. FRCC Social Media Workshop Measure ROI19
  20. 20. FRCC Social Media Workshop Tools for Measuring Success Google Analytics Google Alerts Landing Pages Comments Followers & Fans Likes, Forwards and Shares20
  21. 21. FRCC Social Media Workshop The Big Five21
  22. 22. FRCC Social Media Workshop The Big Five • Facebook - >600 million • Twitter - > 200 million • Blogs – 133 million • LinkedIn - > 100 million • YouTube - > 85 million22
  23. 23. FRCC Social Media Workshop Facebook • 1 out of every 12 people on earth, half log in daily – 46% men, 54% women • 35+ demographic represents 1/3 of user base • 18-34 year olds – 48% check FB right when they wake up, 28% on mobile phones before getting out of bed • 71% of U.S. web audience on FB Source: Mashable.com23
  24. 24. FRCC Social Media Workshop Twitter • 1 out of 36 people on earth – 48% men, 52% women – 60% outside U.S. • 52% update status daily – 37% login through mobile device • 25% follow a brand, 67% will purchase that specific brand • 48% of user base is “in college” – but ony 8% of teenagers report use Source – gigaom.com and Pew Internet & American Life Project24
  25. 25. FRCC Social Media Workshop Blogging • Key tactic in “owned media” and website search engine optimization • May be declining in use among teens (about half as many bloggers since 2006) • Use appears to be growing in 35+ demographic • Mobile – 47% of American adults use cell phones and tablets computers to get their news Source - Pew Internet & American Life Project25
  26. 26. FRCC Social Media Workshop LinkedIn • Replacing the Rolodex and email lists • 44 million U.S., 56 million non-U.S. • 17 million in groups, 1.2 million posts and comments per week • 6 million+ sales professionals; 4 million+ engineers; 4 million+ IT professionals; 2.5 million+ finance professionals; 1.4 million+ accounting professionals Source – LinkedIn.com26
  27. 27. FRCC Social Media Workshop YouTube • 38 million daily visitors – about 100 million visits per day – 2 billion views • 62% of visitors in 35+ demographic • Average user spends 15 minutes a day watching • Second largest search engine on internet Source – Google Adwords and YouTube.com27
  28. 28. FRCC Social Media Workshop Facebook and LinkedIn Up-Close & Personal28
  29. 29. FRCC Social Media Workshop Facebook – strengths and weaknesses • Now nearly 700mm, granular to user and operator • Friends – social activity and messaging • Fans – word of mouth • Like – more word of mouth across platforms • Ads – highly specific targets, these are your friends29
  30. 30. FRCC Social Media Workshop Facebook – How To • Status update is key – 90% of Facebook users interact via the news feed (“Home”) • Offers and interests must go together • Friends and Fans are the main distribution channels • If you are in other channels, automate your updates30
  31. 31. FRCC Social Media Workshop31
  32. 32. FRCC Social Media Workshop32
  33. 33. FRCC Social Media Workshop Picture Professional-looking headshot of you. Headline 5-second elevator pitch.33
  34. 34. FRCC Social Media Workshop Job Title(s) Use skills, not a role. “Expert E-Marketer,” not “CEO / Founder” Links Use all three. Title them with keywords.34
  35. 35. FRCC Social Media Workshop Summary This is your “story.” Dont be boring, be memorable.35
  36. 36. FRCC Social Media Workshop Your Network Grows Exponentially 3 degrees.36
  37. 37. FRCC Social Media Workshop How Does Your Network Grow? November 2010 May 201137
  38. 38. FRCC Social Media Workshop The LinkedIn Search Feature is Very Powerful38
  39. 39. FRCC Social Media Workshop Advanced People Search39
  40. 40. FRCC Social Media Workshop40
  41. 41. FRCC Social Media Workshop Example41
  42. 42. FRCC Social Media Workshop42
  43. 43. FRCC Social Media Workshop43
  44. 44. FRCC Social Media Workshop44
  45. 45. FRCC Social Media Workshop LinkedIn Groups Groups can be public or private. Groups gives you access to people who are members, but are NOT in your network. Find groups where your target audience is. Can join up to 50. Only display on your profile if its “on-brand.”45
  46. 46. FRCC Social Media Workshop Using Groups for Networking Introduce yourself to people in your groups. Join discussions & add relevant comments. Dont sell. Listen to your buyers. Help them. Set your notification preferences. Scan the digests regularly.46
  47. 47. FRCC Social Media Workshop Proceed With Caution47
  48. 48. FRCC Social Media Workshop Cautions and precautions • Unbreakable laws? – Listen – Focus content and connections – Compound interest “Earned” – Influence – follow it, earn it – Acknowledge – Publish and participate – Reciprocate • Mistakes • Netiquette48
  49. 49. FRCC Social Media Workshop Real world examples49
  50. 50. FRCC Social Media Workshop50
  51. 51. FRCC Social Media Workshop51
  52. 52. FRCC Social Media Workshop52
  53. 53. FRCC Social Media Workshop53
  54. 54. FRCC Social Media Workshop54
  55. 55. FRCC Social Media Workshop55
  56. 56. FRCC Social Media Workshop56
  57. 57. FRCC Social Media Workshop57
  58. 58. FRCC Social Media Workshop58
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×