Naked Online: How Naked Pizza and other small businesses use social networking tools

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Examples and best practices of small businesses successfully using social networking to market their businesses and connect with customers. Presented at Parker Public Library, Parker, Colorado, May …

Examples and best practices of small businesses successfully using social networking to market their businesses and connect with customers. Presented at Parker Public Library, Parker, Colorado, May 2010.

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  • 1. Naked Online: How Naked Pizza and other small businesses use social networking tools Scott Brown, Social Information Group – May 10, 2010 Parker Library, Parker, CO, USA © 2010 Social Inf ormation Group 1
  • 2. Agenda • Overview of the business benefits and marketing applications of some of the current top tools • Examples • Matching your own style and brand to the right tools • Integrating social tools into your existing marketing efforts and workflow • Measuring success in using the tools • Some final thoughts © 2010 Social Inf ormation Group 2
  • 3. The Social Networking jumble © 2010 Social Inf ormation Group 3
  • 4. What do they have in common? Connecting Sharing Visibility © 2010 Social Inf ormation Group 4
  • 5. What happens when you add compelling content? Community Serendipity Loyalty © 2010 Social Inf ormation Group 5
  • 6. How are small businesses using them successfully? © 2010 Social Inf ormation Group 6
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  • 16. Why does this work?  Create a larger awareness of your business  Multiple layers of presence and visibility  “Virtuous circle” of visibility  Reinforce branding  “3-D brand”  What else do you do?  Personality  Drive contacts and sales  Drive potential clients to your site and offerings © 2010 Social Inf ormation Group 16
  • 17. Why should you care? • Acquire new customers • Listen to your customers • Raise awareness of your community efforts and connections • Build your community network • Raise funding • What is your competition doing? 17 © 2010 Social Inf ormation Group
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  • 19. Personal – “real” Transparent Community member Responsible Fun! © 2010 Social Inf ormation Group 19
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  • 27. Business use vs. personal use Tone Content © 2010 Social Inf ormation Group 27
  • 28. The ones we’ll focus on Facebook: http://www.facebook.com Twitter: http://www.twitter.com Blogs  WordPress: http://www.wordpress.com  TypePad: http://www.typepad.com  Blogger: http://www.blogger.com © 2010 Social Inf ormation Group 28
  • 29. http://www.facebook.com • What is it?  Online business profile and community networking tool  Free  Descriptive • What’s the  Integrate photos, video, other information advantage?  Build a public community  Community forum  Gather feedback • Where do I  http://www.facebook.com find it? © 2010 Social Inf ormation Group 29
  • 30. How do I get started? • Sign up • Create a fan page • Connect • People you know • Customers • Advertise in your business marketing (website, flyers, advertisements, etc.) © 2010 Social Inf ormation Group 30
  • 31. Blogs • What are  Online journals – a place to share information, expertise, viewpoints, etc. they?  “Personal publishing”  Generally free  Great if you like to write – less formal • What’s the  Share about you and your business: advantage?  Professional /Expertise  Interests  Community involvement  Where do I  http://www.wordpress.com  http://www.typepad.com find them?  http://www.blogger.com 31 © 2010 Social Inf ormation Group
  • 32. Blogs – How do I get started? • Sign up • Create a blog • Start writing entries © 2010 Social Inf ormation Group 32
  • 33. Twitter – http://www.twitter.com • What is it?  “Microblogging” tool – similar to text messaging  Free  Quick setup • What’s the  Find and “follow” peers, thought leaders, advantage? potential customers, locals  Communicate (both ways)  Share your own expertise and personality  Additional marketing tool (“tweet” blog posts, specials, etc. – also list your website, specialties  Where do I  http://www.twitter.com find it? © 2010 Social Inf ormation Group 33
  • 34. How do I get started? • Sign up • Create some “tweets” • Start following people © 2010 Social Inf ormation Group 34
  • 35. Which is best for you?  Facebook – http://www.facebook.com  To give greater visibility to your company, specialties, products  Community connections, visibility  Community is key  Blogs  To share your interests  Customer and professional visibility  Content is key  Twitter – http://www.twitter.com  To share your products, advertise specials, customer service  Advertising  Connection, content and speed are key © 2010 Social Inf ormation Group 35
  • 36. Connecting  Geography  Local connections through Twitter  Example: Twellow, WeFollow  Local connections through Facebook  Search for your geography  Consider advertising through36 © 2010 Social Inf ormation Group Facebook
  • 37. Considerations: Logical/technical Technology and firewall issues Privacy and confidentiality Adoption and usage Multiple tools Making the time/wasting the time Dedicating time and energy – following through © 2010 Social Inf ormation Group 37
  • 38. Considerations: Organizational • Shift in thinking about how you interact Broadcasting > conversation Authority > moderator One to many > many to many • Loss of control Can you handle that? © 2010 Social Inf ormation Group 38
  • 39. They’re called “social” for a reason © 2010 Social Inf ormation Group 39
  • 40. How do I integrate these with my marketing?  Choose one first – and do it well  Don’t market them until you’re ready  Integrate with what you already have  Email channels, advertising, business cards  Visibility on your site  Advertise yourself and your offerings  Make them a part of your “day”  Allow yourself the freedom to get used to them  Allow yourself the time to make them a habit © 2010 Social Inf ormation Group 40
  • 41. Workflow and maintenance  Make them a part of your “day”  Establish a set day/time during the week  Build into other processes  “Before I check email, I’ll ‘tweet’”  Schedule in advance  Blog or Twitter posting © 2010 Social Inf ormation Group 41
  • 42. Measuring success and evaluating  What is your goal?  What is your plan for meeting that goal?  Implementation  How is it working?  Bit.ly  Google Analytics  Evaluation: is it worth it? © 2010 Social Inf ormation Group 42
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  • 45. Is it worth it?  Am I having fun?  What is working?  What’s not working?  Do I want to continue?  No  Yes  For how long before I re-evaluate? © 2010 Social Inf ormation Group 45
  • 46. Sustaining  Develop your own pace  There are no standard “guidelines” for tweeting, blogging, etc.  Calendar & scheduling  Tweets, blogs, etc.  Evaluation  Step back and consider regularly  Do I want to continue?  What about my audience?  Gracefully and professionally easing out of it © 2010 Social Inf ormation Group 46
  • 47. Good rules for sharing  Be brief  Make it useful  Know your audience  Make it personal  Make it fresh  Relate it to your business and/or value Adapted from Chris Brogan:  http://www.chrisbrogan.com © 2010 Social Inf ormation Group 47
  • 48. Final thoughts  Experiment and play around with these tools  See what works for you  Start small! © 2010 Social Inf ormation Group 48
  • 49. “If you’re not prepared to be wrong, you’ll never come up with anything original.” Sir Ken Robinson © 2010 Social Inf ormation Group 49
  • 50. Final thoughts  Experiment and play around with these tools  See what works for you  Start small!  Invite and involve others – reach out  People are already using these technologies and expect to be invited  Leverage what others are doing  Don’t use social tools as your ONLY tool  Complementary to what you’re already doing © 2010 Social Inf ormation Group 50
  • 51. Which is best for you?  Which tool would you choose?  What would you share using that tool?  How often – realistically – would you update it? © 2010 Social Inf ormation Group 51
  • 52. What’s my plan? © 2010 Social Inf ormation Group 52 © Sean Prior - Fotolia.com
  • 53. Have fun! 53 Collection of National Media Museum - photographer unknown © 2010 Social Inf ormation Group
  • 54. Scott Brown and Social Information Group  Enhance your online visibility and marketing using the best social networking tools  Tailored to your specific needs – from beginner to expert  Free initial consultation Contact me:  scott@socialinformationgroup.com  Skype: scbrown5  http://www.socialinformationgroup.com © 2010 Social Inf ormation Group 54
  • 55. References and resources Tools and Metrics You Need to Measure and Monitor Social Media Success (Social Media Today): http://www.socialmediatoday.com/SMC/62067 How to Create a Screencast Like a Pro with These 6 Online Tools (MakeUseOf.com): http://www.makeuseof.com/tag/how-to-create-a-screencast-pro-6-free-online-tools/ 10 Apps to Schedule Future Tweets on Twitter (Social Times): http://www.socialtimes.com/2010/02/10 -apps-to-schedule-future-tweets-on-twitter/?red=rb 10 Ways for Small Businesses to use LinkedIn (The LinkedIn Blog): http://blog.linkedin.com/2010/04/12/linkedin-small-business-tips/ Measuring Social Media ROI: Does Size Matter? (Mark Hayward): http://mark-hayward.com/2009/03/03/measuring -social-media-return-on-investment/ How to Increase Revenue with Twitter Integration (Social Media Today): http://www.socialmediatoday.com/smc/120135 Facebook’s Eroding Privacy Policy: A Timeline (Electronic Frontier Foundation) http://www.eff.org/deeplinks/2010/04/facebook-timeline © 2010 Social Inf ormation Group 55
  • 56. Examples Boulder Baked http://www.boulderbaked.com Naked Pizza http://www.nakedpizza.biz Optima Women’s Health http://www.southofdenver.com/ Real Estate South of Denver http://www.southofdenver.com/ Twellow (to find businesses and locations) http://www.twellow.com WeFollow http://www.wefollow.com © 2010 Social Inf ormation Group 56