Social Media Strategies for Small BusinessJanuary 18, 2012                                       SpoonerSkadron
1. What’s Happening Today•   Share a bit of history•   Talk about Social Media tools and strategies•   Use Case Studies an...
2. In The Beginning• The Offline Experience  – Defined our social circles  – Influenced by advertising      • Spokesperson: S...
2. In The Beginning• The online experience     • Online Sevices:        – Prodigy, Compuserve, AOL             » Started g...
2. In The Beginning• 1995: The Web Emerges   – Users flock en masse to the internet                       5              Sp...
2. In The Beginning  – The rise of banner ads  –   For the first time, a marketer could actually know how many people saw ...
2. In The Beginning  – Decline of banner ads and the rise of    “Search”     • Websites proliferate     • Too much noise  ...
2. In The Beginning • Search Engines: Yahoo! arrives    – The first search engine - Index information and offers      basic...
2. In The Beginning   • Around 2000, search engines became the     starting point to get information.   • Other search eng...
2. In The Beginning    • The Ascent of Google       – Google was powerful, accurate and uncluttered.       – They abandone...
2. In The Beginning    • Social Networks emerge       – Online communities have been around “forever”       – Around ’03, ...
2. In The Beginning2003                   2012                       12     SpoonerSkadron / CMC Jan 2012
2. In The Beginning• “thefacebook” Emerges  – Launched at Harvard to get students to know each other.    clip             ...
2. In The Beginning • 2009: The Year of the Real-Time Feed    – Facebook re-designs homepage to feature News Feed      whi...
2. In The Beginning • The Real-Time News FeedToday:                       Next: Ticker = Most Important updates           ...
2. In The Beginning                      Timeline                        16       SpoonerSkadron / CMC Jan 2012
2. In The Beginning And because of that, we’re witnessing a fundamental shift in power. New Communication channels are int...
2. In The Beginning  What shifted?    • From preaching to two-way comm.    • Companies no longer controlling message    • ...
2. In The BeginningIn the old days, they sold the brand and theservice.Like Mad Men: “Wow the clients w/great creative and...
2. In The Beginning         Welcome to Social Media.             http://www.youtube.com/watch?v=x0EnhXn5boM               ...
3. Build Relationships  SM helps brands connect w/audiences.  Today, everybody wants to participate in the  experience (go...
3. Build Relationships Coca-Cola Expedition 206 One of the most unique and involved social media marketing campaigns out t...
3. Build Relationships    Coca-Cola Expedition 206    www.expedition206.com    photo stream on flickr    www.facebook.com/c...
3. Build Relationships  • What is the premise of Coca Cola’s    SM strategy?                         24       SpoonerSkadr...
3. Build Relationships    • Coke owns something. What is it?       – Coke on Campus is using social media marketing.      ...
3. Build Relationships  Big brands are engaging by acting small:  How are they doing it?                  - Old Spice     ...
3. Build Relationships   Why are they acting “small”?     • to get closer to customers     • to give personal attention   ...
3. Build Relationships  SM helps deliver personal service.  Relationship = trust and return visits.                       ...
3. Build Relationships   Example: Starbucks   - Website as an information hub   - Targeted at specific audience   - Online ...
3. Build RelationshipsExample: Small Businesses on Facebook- Easy Lunch Boxes (makes healthy green lunches) • Fabulous bra...
3. Build Relationships   The Take-away:   Social media opens up a channel to:   - Give a personal attention to customers  ...
4. Start a Conversation      FB: 600 Million users      126 million blogs      900,000 new blog posts      50 million twee...
4. Start a Conversation  25% of the users on sm sites are aged 35-44;  62% are aged 25-62  64% of Twitters users are aged ...
4. Start a Conversation35-44 is the most “social” age group.The average social network user is 37 years old.LinkedIn, with...
4. Start a Conversation  5 trends changing the world:  - Resistance to advertising: People trust people like themselves  -...
4. Start a Conversation• Definitions:   – Social Networking: Connecting, sharing, educating, interacting, and     trust bui...
4. Start a Conversation  In SM, the tools are getting all the attention.  (It’s overwhelming.)  It’s less about technology...
4. Start a Conversation  Adopt the social media mindset before the  social media toolkit.    - Authenticity    - Transpare...
4. Start a Conversation 10 Rules about the social web 1) Every voice matters 2) Word of Mouth is more important than ever ...
4. Start a Conversation 10 Rules about the social web 3) Everbody’s talking so listen! 4) Lose control of your content. 5)...
4. Start a Conversation   Social Media Marketing Strategy:        Listen. Engage. Measure.                      41        ...
4. Start a Conversation  Listen:  Who’s talking, where they are, what they’re saying, the tone, the  attitude...     twitt...
4. Start a Conversation  Engage:  How?  Respond to blog comments  Participate in forums  Join social networks  Start a blo...
4. Start a ConversationEngage:Become involved in the 3 most important categories of social media:Social networks: Facebook...
4. Start a ConversationEngage with Social networks:LinkedIn, Facebook, YouTube, Flickr, Twitter, PinterestLinkedIn: (Busin...
4. Start a ConversationEngage:Blogging: wordpress.com; eblogger      Blogging:       - Blogs make it easy to communicate m...
4. Start a ConversationEngage:Microblogging: Twitter Twitter: (24/7, at the bar after work).   Businesses using to network...
4. Start a Conversation Measure:    The Key: Understand what objective you want to accomplish.       - Google analytics   ...
4. Start a Conversation    The Take-away:    It’s not about the technology. It’s what people are saying.    Adopt the SM m...
5. Jump In  Decide what you want to accomplish with  SM that you weren’t doing before SM.      - Capture a biz opp      - ...
5. Jump InSocial Media Strategic Plan     Get online and join the conversation.     Monitor industry blogs, forums and onl...
5. Jump InSocial Media ScheduleTwice a day •   Check your Twitter feed. Reply when required and check the keywords you are...
5. Jump InSocial Media ScheduleDaily activities:MondaySchedule tweets and status updates to provide meaningful content. Th...
5. Jump In Listen first and monitor the conversation. Engage second. Measure third.   - everybody thinks they listen (like ...
6. Lessons From a Small Business   “OGST”   objective/goal/strategy/tactic   objective:   spread democracy   goal:        ...
6. Lessons From a Small Business  Define Objective  High level achievement and simple is best.  Make it easy to remember.  ...
6. Lessons From a Small Business  Define Goal  Make this anything you can measure. It signals that you’re  accomplishing th...
6. Lessons From a Small Business   Define Strategy   Like a group of tactics.      “Reach out to each active customer”     ...
6. Lessons From a Small Business  Define Tactics  Very specific. (Assign an owner.)  “Launch a weekly email campaign with a ...
6. Lessons From a Small Business   Quick Start Guide for Social Media                           - from “Facebook Marketing...
6. Lessons From a Small Business  Lesson from a small business:  Back in 1997, Gary Vaynerchuk wanted to turn his familys ...
6. Lessons From a Small Business   He says the "thank you" in the title represents a return to the kind of   personal atte...
6. Lessons From a Small Business “Social Media” is really online marketing with a “social” component. Strategies/Tactics b...
6. Lessons From a Small BusinessCh. 11UnMarketing: Stop Marketing. Start Engaging.                                    - Sc...
7. Expectations When Starting• What to expect when starting a social media  campaign:  – It takes time.       • So, decide...
7. Expectations When Starting• Key questions when starting a SM  campaign:  – What do you want to say?  – How will you say...
7. Expectations When Starting• Define objectives when starting a social  media campaign:  – Are you looking for revenue fro...
7. Expectations When StartingYou want to get them to engage with you and withtheir friends.      (Remember, it’s interacti...
7. Expectations When Starting     Don’t Sell Anything On Facebook     Read the handout                        69       Spo...
8. Marketing• Buzz words = “inbound marketing”• Focus is on “getting found” by customers.                      70         ...
8. Marketing  Inbound marketing:  Get found by customers through blogs, search and social media.  This is how buyers make ...
8. Marketing• List the 5 general business objectives:                    72            SpoonerSkadron / CMC Jan 2012
8. Marketing •   Attract new customers •   Raise awareness and create buzz •   Share info online to make it easier for peo...
8. MarketingThe first “viral eatery”                          http://kogibbq.com/                             74           ...
8. MarketingAfter several weeks of parking in differentlocations, and not getting any customers,Kogi gave free samples to ...
8. MarketingReal, local companymaking it big online.                        76   SpoonerSkadron / CMC Jan 2012
8. MarketingThis is a rural store specializing in gardenequipment and worm composters. Theydemonstrate how to make content...
8. Marketing• A brief exercise on mission statement.  – “Who are we?”     • Wells Fargo: We’re a nationwide, diversified, ...
8. Marketing  • Sweet:     – Starbucks: Our mission: to inspire and nurture the human spirit       one person, one cup and...
8. Marketing • Mission statements speaking to “one-on-one” • Who are we trying to reach?   – Not just more traffic but the ...
8. Marketing   A satisfied customer shares good experiences   with 9 to 12 others.   An angry customer will tell up to 20 o...
8. Marketing   United Breaks Guitars                http://www.youtube.com/watch?v=5YGc4zOqozo                            ...
8. Marketing     Ch. 14     Publicized Customer Service.                    83              SpoonerSkadron / CMC Jan 2012
9. Summary The social network’s goal is to build trust in a given community.                       84              Spooner...
9. Summary    Goals v. Results:    Your goal needs to be engagement.    Business will result.                        85   ...
9. Summary  6 thoughts:   1) SM is not a substitute for great products and      services. It’s a communication channel.   ...
9. SummaryUsing Social Media as a tool for smallbusiness:      • Listen first      • Understand the conversation      • Spe...
9. Summary    Use Social Media as a tool for small    business to:          • Listen          • Engage          • Measure ...
9. Summary         Join the conversation.         Stay with it.         Start now.             steve@spoonerskadron.com   ...
9. SummaryCredit to:mashable.compingdom.comsocialnomics.nethubspot.comsocialmedia.bizmarketingprofs.comsocialmediatoday.co...
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Sm 1 final j'12

  1. 1. Social Media Strategies for Small BusinessJanuary 18, 2012 SpoonerSkadron
  2. 2. 1. What’s Happening Today• Share a bit of history• Talk about Social Media tools and strategies• Use Case Studies and real world examples• Talk Marketing• Leave w/handful of take home messages about social media marketing tools and strategies 2 SpoonerSkadron / CMC Jan 2012
  3. 3. 2. In The Beginning• The Offline Experience – Defined our social circles – Influenced by advertising • Spokesperson: Spuds McKenzie, Joe Isuzu, Maytag Repair guy, Charlie Sunkist Tuna, Max Headroom • Catch Phrases: “Just Say No”, “Where’s the Beef”, “We thank you for your Support”, “Drivers Wanted”, “Just Do It”... 3 SpoonerSkadron / CMC Jan 2012
  4. 4. 2. In The Beginning• The online experience • Online Sevices: – Prodigy, Compuserve, AOL » Started getting our news, sports, weather, online. Started exchanging thoughts on message boards » These were the first generation social networks. 4 SpoonerSkadron / CMC Jan 2012
  5. 5. 2. In The Beginning• 1995: The Web Emerges – Users flock en masse to the internet 5 SpoonerSkadron / CMC Jan 2012
  6. 6. 2. In The Beginning – The rise of banner ads – For the first time, a marketer could actually know how many people saw an ad, and even further, know how many people interacted with it. • Sites dedicate space. • Internet advertising grows. • Great deal for advertisers • Best way to reach people. • For about 5 years... 6 SpoonerSkadron / CMC Jan 2012
  7. 7. 2. In The Beginning – Decline of banner ads and the rise of “Search” • Websites proliferate • Too much noise • A way to sort through the noise is needed 7 SpoonerSkadron / CMC Jan 2012
  8. 8. 2. In The Beginning • Search Engines: Yahoo! arrives – The first search engine - Index information and offers basic search function that helps users find info quickly 1996 2000 2012 8 SpoonerSkadron / CMC Jan 2012
  9. 9. 2. In The Beginning • Around 2000, search engines became the starting point to get information. • Other search engines you might remember: – Lycos, AltaVista, DogPile, AskJeeves, Excite.... 9 SpoonerSkadron / CMC Jan 2012
  10. 10. 2. In The Beginning • The Ascent of Google – Google was powerful, accurate and uncluttered. – They abandoned impression-based ads in 2000 » Market finds them ineffective – Experiment with text-based ads “AdWords” (click- through ads) » Pay only if it’s clicked » Revolutionary...guarantee traffic to a website. » Highly targeted users because they searched for a term in the search engine. » Pioneered learning about consumer interests through “search” 10 SpoonerSkadron / CMC Jan 2012
  11. 11. 2. In The Beginning • Social Networks emerge – Online communities have been around “forever” – Around ’03, we get comfortable interacting with others watching » Classmates.com & Friendster.com start rudimentary “profiles” – MySpace ’03-’08 » Customized profiles » Users get really comfortable with the idea of living their lives online » Pioneered learning about consumer interests through “profile data” 11 SpoonerSkadron / CMC Jan 2012
  12. 12. 2. In The Beginning2003 2012 12 SpoonerSkadron / CMC Jan 2012
  13. 13. 2. In The Beginning• “thefacebook” Emerges – Launched at Harvard to get students to know each other. clip 13 SpoonerSkadron / CMC Jan 2012
  14. 14. 2. In The Beginning • 2009: The Year of the Real-Time Feed – Facebook re-designs homepage to feature News Feed which is made up of status updates, links, photos etc from Friends and Fan pages. – It turns Facebook into a real-time communication channel for friends to communicate with each other. – People live off-line. Report on-line. – Never has so much info been available about consumers. 14 SpoonerSkadron / CMC Jan 2012
  15. 15. 2. In The Beginning • The Real-Time News FeedToday: Next: Ticker = Most Important updates 15 SpoonerSkadron / CMC Jan 2012
  16. 16. 2. In The Beginning Timeline 16 SpoonerSkadron / CMC Jan 2012
  17. 17. 2. In The Beginning And because of that, we’re witnessing a fundamental shift in power. New Communication channels are intimate and are relationship builders. This is the opportunity for small biz! 17 SpoonerSkadron / CMC Jan 2012
  18. 18. 2. In The Beginning What shifted? • From preaching to two-way comm. • Companies no longer controlling message • Because they don’t want to read our ads or see commercials • Because they want their info and news and product reviews from people they know, have a relationship with, and share a bond with • Because they want to share their experiences with people they trust. 18 SpoonerSkadron / CMC Jan 2012
  19. 19. 2. In The BeginningIn the old days, they sold the brand and theservice.Like Mad Men: “Wow the clients w/great creative and hit the mass market”.Today, brands connect w/audiences.The big guys are doing it. The little guys should too. 19 SpoonerSkadron / CMC Jan 2012
  20. 20. 2. In The Beginning Welcome to Social Media. http://www.youtube.com/watch?v=x0EnhXn5boM 20 SpoonerSkadron / CMC Jan 2012
  21. 21. 3. Build Relationships SM helps brands connect w/audiences. Today, everybody wants to participate in the experience (good and bad). Objective: Participation 21 SpoonerSkadron / CMC Jan 2012
  22. 22. 3. Build Relationships Coca-Cola Expedition 206 One of the most unique and involved social media marketing campaigns out there. Tapping regular people to be happiness ambassadors: • engage with locals • uncover what makes them happy • share their experiences online • complete tasks in each country as determined by online voters http://mashable.com/2009/10/21/expedition206/ 22 SpoonerSkadron / CMC Jan 2012
  23. 23. 3. Build Relationships Coca-Cola Expedition 206 www.expedition206.com photo stream on flickr www.facebook.com/cocacola twitter feed you tube 23 SpoonerSkadron / CMC Jan 2012
  24. 24. 3. Build Relationships • What is the premise of Coca Cola’s SM strategy? 24 SpoonerSkadron / CMC Jan 2012
  25. 25. 3. Build Relationships • Coke owns something. What is it? – Coke on Campus is using social media marketing. – and in Brazil http://www.youtube.com/watch?v=lqT_dPApj9U 25 SpoonerSkadron / CMC Jan 2012
  26. 26. 3. Build Relationships Big brands are engaging by acting small: How are they doing it? - Old Spice - Skittles - Ford (Fiesta) - Dove Soap - Southwest Air - Starbucks - Whole Foods 26 SpoonerSkadron / CMC Jan 2012
  27. 27. 3. Build Relationships Why are they acting “small”? • to get closer to customers • to give personal attention • because they’re remembering why relationships matter 27 SpoonerSkadron / CMC Jan 2012
  28. 28. 3. Build Relationships SM helps deliver personal service. Relationship = trust and return visits. 28 SpoonerSkadron / CMC Jan 2012
  29. 29. 3. Build Relationships Example: Starbucks - Website as an information hub - Targeted at specific audience - Online video - interactive with design your own - FB/Twitter accessible - “Shared values” blog - Compelling content; experiential; integrated 29 SpoonerSkadron / CMC Jan 2012
  30. 30. 3. Build RelationshipsExample: Small Businesses on Facebook- Easy Lunch Boxes (makes healthy green lunches) • Fabulous branding on welcome page, also making clear the incentives for liking the page • Creative use of Photos tab • Excellent responsiveness to each individual commenter • Shares good content for moms/people raising families- Intrepid Traveler (specialize in creating unique travel adventures) • Great description of company philosophy on Info page • Appealing use of “photo of the day” • Keeps customers returning through mystery trips (“surprise and delight” element) and an interactive game • Creates customer community on Meet Others page 30 SpoonerSkadron / CMC Jan 2012
  31. 31. 3. Build Relationships The Take-away: Social media opens up a channel to: - Give a personal attention to customers - Build relationships that drive return visits - Participate - Target specific audiences 31 SpoonerSkadron / CMC Jan 2012
  32. 32. 4. Start a Conversation FB: 600 Million users 126 million blogs 900,000 new blog posts 50 million tweets/day 2 billion searches on Google 90 trillion emails sent in ’09 10 billion tweets since ’06 106m registered twitter users 32 SpoonerSkadron / CMC Jan 2012
  33. 33. 4. Start a Conversation 25% of the users on sm sites are aged 35-44; 62% are aged 25-62 64% of Twitters users are aged 35 or older 61% of FB users are aged 35 or older 33 SpoonerSkadron / CMC Jan 2012
  34. 34. 4. Start a Conversation35-44 is the most “social” age group.The average social network user is 37 years old.LinkedIn, with its business focus, has a highaverage user age - 44.The average Twitter user is 39 years old.The average Facebook user is 38 years old. 34 SpoonerSkadron / CMC Jan 2012
  35. 35. 4. Start a Conversation 5 trends changing the world: - Resistance to advertising: People trust people like themselves - Media fragmentation: so many channels out there - The customer is in control - SM holds companies accountable - Pressure is on to “target” and reduce waste “half my ad budget is wasted...but which half?” 35 SpoonerSkadron / CMC Jan 2012
  36. 36. 4. Start a Conversation• Definitions: – Social Networking: Connecting, sharing, educating, interacting, and trust building we engage in. – Social Media: Tools we use to network. 36 SpoonerSkadron / CMC Jan 2012
  37. 37. 4. Start a Conversation In SM, the tools are getting all the attention. (It’s overwhelming.) It’s less about technology and more about the people - what they’re saying, and thinking. 37 SpoonerSkadron / CMC Jan 2012
  38. 38. 4. Start a Conversation Adopt the social media mindset before the social media toolkit. - Authenticity - Transparency - Integrity - Openness 38 SpoonerSkadron / CMC Jan 2012
  39. 39. 4. Start a Conversation 10 Rules about the social web 1) Every voice matters 2) Word of Mouth is more important than ever (power of referral) 39 SpoonerSkadron / CMC Jan 2012
  40. 40. 4. Start a Conversation 10 Rules about the social web 3) Everbody’s talking so listen! 4) Lose control of your content. 5) Info has to be “findable” (google) and “shareable” (social) 6) Web today is about “shared connections” and less about destination. - Website is a hub connecting visitors to everywhere else you are online. 7) Aggregate and filter = the new web - Amex open forum www.openforum.com/ 8) Facebook is the operating system of the web 9) Twitter is the new email 10) The web is real time all the time. And it can be inexpensive www.willitblend.com 40 SpoonerSkadron / CMC Jan 2012
  41. 41. 4. Start a Conversation Social Media Marketing Strategy: Listen. Engage. Measure. 41 SpoonerSkadron / CMC Jan 2012
  42. 42. 4. Start a Conversation Listen: Who’s talking, where they are, what they’re saying, the tone, the attitude... twitter.com/search blogsearch.google.com google alerts radian6.com socialmention.com (The service provides a real-time analysis of what’s being discussed around the web) 42 SpoonerSkadron / CMC Jan 2012
  43. 43. 4. Start a Conversation Engage: How? Respond to blog comments Participate in forums Join social networks Start a blog Create a podcast Start an email campaign or newsletter for your users 43 SpoonerSkadron / CMC Jan 2012
  44. 44. 4. Start a ConversationEngage:Become involved in the 3 most important categories of social media:Social networks: Facebook, LinkedIn, YouTube, Flickr...Blogging: Wordpress, ebloggerMicroblogging: Twitter 44 SpoonerSkadron / CMC Jan 2012
  45. 45. 4. Start a ConversationEngage with Social networks:LinkedIn, Facebook, YouTube, Flickr, Twitter, PinterestLinkedIn: (Business attire) business oriented platform, B2B, helpsSEO, heighten connectivity.Facebook: (Business casual). Makes info easy to share. People average55 min/day.YouTube: inexpensive, easy-to-use video enormous reachFlickr: inexpensive, easy-to-use photo-sharingTwitter: (after hours rager!) microbloggingPinterest: “theme-based” image collection - online pinboardTumblr: combo of sm & microbolgBlogging: personal journalsEach of these mediums has its own strategy to create awareness. 45 SpoonerSkadron / CMC Jan 2012
  46. 46. 4. Start a ConversationEngage:Blogging: wordpress.com; eblogger Blogging: - Blogs make it easy to communicate more effectively with the audience you care about. - Easy way to update a Web site. - Simple way of organizing the content - Way to collect feedback - Public blogs are a great complement to the communications technologies you already use, such as email newsletters, conference calls and mailings. 46 SpoonerSkadron / CMC Jan 2012
  47. 47. 4. Start a ConversationEngage:Microblogging: Twitter Twitter: (24/7, at the bar after work). Businesses using to network, connect, monitor, gather feedback, raise awareness, promote events and products; good w-o-m tool. NYT, is listening and engaging in a way that builds a personal relationship with the brand. 47 SpoonerSkadron / CMC Jan 2012
  48. 48. 4. Start a Conversation Measure: The Key: Understand what objective you want to accomplish. - Google analytics - Facebook Insights - Qualitative v. Quantitative - Objectives & Goals SM success is measured in increased hits, fans, and mentions. And increased business. But take your gaze off the bottom line. The Kia Hamsters build relationships and measure outcome. 48 SpoonerSkadron / CMC Jan 2012
  49. 49. 4. Start a Conversation The Take-away: It’s not about the technology. It’s what people are saying. Adopt the SM mindset. Listen. Engage. Measure. Take your gaze off the bottom line. 49 SpoonerSkadron / CMC Jan 2012
  50. 50. 5. Jump In Decide what you want to accomplish with SM that you weren’t doing before SM. - Capture a biz opp - Address a biz problem - Engaging a new demographic... 50 SpoonerSkadron / CMC Jan 2012
  51. 51. 5. Jump InSocial Media Strategic Plan Get online and join the conversation. Monitor industry blogs, forums and online communities. Create social media profiles - FB, Twitter, LinkedIn, YouTube Create SM opportunities and add to those you find (like coming here) Make a commitment. - Develop an online audience through regular contributions to online conversations. (This takes time!) 51 SpoonerSkadron / CMC Jan 2012
  52. 52. 5. Jump InSocial Media ScheduleTwice a day • Check your Twitter feed. Reply when required and check the keywords you are listening for. Join a conversation. • Check your LinkedIn profile and visit some of the Groups you are in. Engage with your LinkedIn network in some way twice a day, every day. • Check your Facebook Page and post something of value or respond to comments. • Check your Google Alerts for information on your competitors and mentions of your own brand.Once A Week • Work on Twitter and Facebook Lists to be better organized and so you are able to send targeted marketing messages when appropriate. • Participate in LinkedIn Answers and discussions in the Groups you belong to. • Schedule tweets and status updates for the next week so you are providing your connections with consistent and valuable information. • Spend some time building relationships with other influencers. • Keep up to date on new products and social tools that will increase your efficiency and reach. 52 SpoonerSkadron / CMC Jan 2012
  53. 53. 5. Jump InSocial Media ScheduleDaily activities:MondaySchedule tweets and status updates to provide meaningful content. This information may be more timelyand less generic that the weekly content scheduled.Mondays and WednesdaysGet involved in an industry specific conversation on Twitter.TuesdaysRespond to blog comments on your blog, and comment on another blog.FridaysUse your listening tools and listen! Look at your analytics and analyze your website and blog traffic for theweek. 53 SpoonerSkadron / CMC Jan 2012
  54. 54. 5. Jump In Listen first and monitor the conversation. Engage second. Measure third. - everybody thinks they listen (like being on a date!) - go to “active” listening. Put it on your calendar. “Fridays 9-10 i’m listening.” 54 SpoonerSkadron / CMC Jan 2012
  55. 55. 6. Lessons From a Small Business “OGST” objective/goal/strategy/tactic objective: spread democracy goal: wipe out al queda strategy: air and ground attacks tactics: unmanned drones and 10,000 ground troops 55 SpoonerSkadron / CMC Jan 2012
  56. 56. 6. Lessons From a Small Business Define Objective High level achievement and simple is best. Make it easy to remember. “We want to improve customer loyalty” 56 SpoonerSkadron / CMC Jan 2012
  57. 57. 6. Lessons From a Small Business Define Goal Make this anything you can measure. It signals that you’re accomplishing the objectives. “We want a 10% increase in return visits by existing customers” 57 SpoonerSkadron / CMC Jan 2012
  58. 58. 6. Lessons From a Small Business Define Strategy Like a group of tactics. “Reach out to each active customer” 58 SpoonerSkadron / CMC Jan 2012
  59. 59. 6. Lessons From a Small Business Define Tactics Very specific. (Assign an owner.) “Launch a weekly email campaign with a coupon offer” - or- “Give special discount for Followers on FB.” 59 SpoonerSkadron / CMC Jan 2012
  60. 60. 6. Lessons From a Small Business Quick Start Guide for Social Media - from “Facebook Marketing”, by Chris Treadway & Mari Smith 60 SpoonerSkadron / CMC Jan 2012
  61. 61. 6. Lessons From a Small Business Lesson from a small business: Back in 1997, Gary Vaynerchuk wanted to turn his familys liquor store into a major Web retailer. Nobody thought he could do it, but over time he proved them wrong. http://www.npr.org/2011/04/25/135578933/a-wine-bloggers-guide-to-social-media-for-business?sc=emaf 61 SpoonerSkadron / CMC Jan 2012
  62. 62. 6. Lessons From a Small Business He says the "thank you" in the title represents a return to the kind of personal attention mom-and-pop-type businesses used to give their customers. http://winelibrary.com/ 62 SpoonerSkadron / CMC Jan 2012
  63. 63. 6. Lessons From a Small Business “Social Media” is really online marketing with a “social” component. Strategies/Tactics businesses large and small use include: Social Networking (FB) Publishing (blog) Photo sharing (FlCKr) Audio (podcast) Video Microblogging (twtr) Livecasting (camera records Virtual worlds (2nd life) Gaming every moment) Productivity Apps (skype) Aggregators (delicious) RSS Search Mobile Interpersonal 63 SpoonerSkadron / CMC Jan 2012
  64. 64. 6. Lessons From a Small BusinessCh. 11UnMarketing: Stop Marketing. Start Engaging. - Scott Stratten 64 SpoonerSkadron / CMC Jan 2012
  65. 65. 7. Expectations When Starting• What to expect when starting a social media campaign: – It takes time. • So, decide what you’re promoting: business, brand, product, people – It takes resources • Money, time and who’s the manager – Facebook, Twitter, YouTube won’t do the job for you • it gives you a new way to reach people, if done right – Every situation is different so evaluate 65 SpoonerSkadron / CMC Jan 2012
  66. 66. 7. Expectations When Starting• Key questions when starting a SM campaign: – What do you want to say? – How will you say it? – Do you need your own content or will you point to other content out there? – Who will post it? – What creative is necessary to reach your objective? (logos, graphic design...) 66 SpoonerSkadron / CMC Jan 2012
  67. 67. 7. Expectations When Starting• Define objectives when starting a social media campaign: – Are you looking for revenue from e-commerce – Are you trying to reach new customers – Are you trying to communicate with existing customers – Are you establishing a base to market new products in the future – Are you interested in a set of SM customers to measure against other customer lists (email, newsletter subscriber. – Are you trying to reposition your business or brand – Others? 67 SpoonerSkadron / CMC Jan 2012
  68. 68. 7. Expectations When StartingYou want to get them to engage with you and withtheir friends. (Remember, it’s interactive, you’re not just blasting messages). 68 SpoonerSkadron / CMC Jan 2012
  69. 69. 7. Expectations When Starting Don’t Sell Anything On Facebook Read the handout 69 SpoonerSkadron / CMC Jan 2012
  70. 70. 8. Marketing• Buzz words = “inbound marketing”• Focus is on “getting found” by customers. 70 SpoonerSkadron / CMC Jan 2012
  71. 71. 8. Marketing Inbound marketing: Get found by customers through blogs, search and social media. This is how buyers make purchasing decisions today. They’re using the Internet to learn about the products and services. 71 SpoonerSkadron / CMC Jan 2012
  72. 72. 8. Marketing• List the 5 general business objectives: 72 SpoonerSkadron / CMC Jan 2012
  73. 73. 8. Marketing • Attract new customers • Raise awareness and create buzz • Share info online to make it easier for people to find us • Foster a community and give them a reason to tell others about us • Become a reliable source of friendly, smart, [“insert your skill/product/ service here”] advice, and establish “my company” as experts. 73 SpoonerSkadron / CMC Jan 2012
  74. 74. 8. MarketingThe first “viral eatery” http://kogibbq.com/ 74 SpoonerSkadron / CMC Jan 2012
  75. 75. 8. MarketingAfter several weeks of parking in differentlocations, and not getting any customers,Kogi gave free samples to bouncers atclubs who spread the word.The "big break" came when it contactedfood bloggers who then wrote about Kogi.Its subsequent use of Twitter to announceits location lead to considerable buzz onsocial media.Lesson: Kogi have shown that socialmedia is about taking the mundane andmaking it remarkable. On the face of it, amobile food truck isn’t all that innovative.But a mobile food truck that tweets its waythrough Los Angeles? That gets peopleengaged and importantly, the end result isboosted real-world sales.(from Wikipedia and Mashable) 75 SpoonerSkadron / CMC Jan 2012
  76. 76. 8. MarketingReal, local companymaking it big online. 76 SpoonerSkadron / CMC Jan 2012
  77. 77. 8. MarketingThis is a rural store specializing in gardenequipment and worm composters. Theydemonstrate how to make content comealive online. SM presence is great and it’sintegrated into their site.Their “cinema” page hosts great videodemos showcasing their latest products,and they record a regular podcast, Theyuse Twitter to post garden tips andupdates from the farm, with a distinctivepersonal touch.They share a specialist information bothon and off their site, which hasestablished them as experts in the area.Their social media activity has broughtcredibility to their brand. This is priceless.Lesson: It is ultimately the people that arethe face of the company online. 77 SpoonerSkadron / CMC Jan 2012
  78. 78. 8. Marketing• A brief exercise on mission statement. – “Who are we?” • Wells Fargo: We’re a nationwide, diversified, community-based financial services company. Community-based distinguishes us from every other large bank. By community-based we mean we’re not just a bank that happens to be in the community, we’re a community bank….blah, blah, blah. 78 SpoonerSkadron / CMC Jan 2012
  79. 79. 8. Marketing • Sweet: – Starbucks: Our mission: to inspire and nurture the human spirit one person, one cup and one neighborhood at a time. – Google: Our mission is to organize the world’s information and make it universally accessible and useful. – Nike: To bring inspiration and innovation to every athlete* in the world. "If you have a body, you are an athlete.” 79 SpoonerSkadron / CMC Jan 2012
  80. 80. 8. Marketing • Mission statements speaking to “one-on-one” • Who are we trying to reach? – Not just more traffic but the right traffic. • Broadly identify the types of clients you want to have. 80 SpoonerSkadron / CMC Jan 2012
  81. 81. 8. Marketing A satisfied customer shares good experiences with 9 to 12 others. An angry customer will tell up to 20 other people about a bad experience. It costs 5 times more to get a new customer than to keep an existing one. Customers will spend up to 10% more for the same item if a relationship exists. 81 SpoonerSkadron / CMC Jan 2012
  82. 82. 8. Marketing United Breaks Guitars http://www.youtube.com/watch?v=5YGc4zOqozo 82 SpoonerSkadron / CMC Jan 2012
  83. 83. 8. Marketing Ch. 14 Publicized Customer Service. 83 SpoonerSkadron / CMC Jan 2012
  84. 84. 9. Summary The social network’s goal is to build trust in a given community. 84 SpoonerSkadron / CMC Jan 2012
  85. 85. 9. Summary Goals v. Results: Your goal needs to be engagement. Business will result. 85 SpoonerSkadron / CMC Jan 2012
  86. 86. 9. Summary 6 thoughts: 1) SM is not a substitute for great products and services. It’s a communication channel. 2) SM is a means to an end. Not a solution. 3) Being social requires you to give first and expect nothing in return. 4) Business always required conversations; old mediums didn’t always support it. 5) Technology is an enabler, not a substitute for relationships 6) SM operates alongside your biz. It doesn’t replace it. 86 SpoonerSkadron / CMC Jan 2012
  87. 87. 9. SummaryUsing Social Media as a tool for smallbusiness: • Listen first • Understand the conversation • Speak last 87 SpoonerSkadron / CMC Jan 2012
  88. 88. 9. Summary Use Social Media as a tool for small business to: • Listen • Engage • Measure 88 SpoonerSkadron / CMC Jan 2012
  89. 89. 9. Summary Join the conversation. Stay with it. Start now. steve@spoonerskadron.com 89 SpoonerSkadron / CMC Jan 2012
  90. 90. 9. SummaryCredit to:mashable.compingdom.comsocialnomics.nethubspot.comsocialmedia.bizmarketingprofs.comsocialmediatoday.comPaul Cheney, Social Media HandymanSean McDonald, Ants Eye ViewCharlene Li, Altimeter GroupAnil Dash, Six ApartBrad Friedman, The Friedman GroupUnMarketing, by Scott StrattenFacebook Marketing, Chris TreadwayContent Rules, Ann HandleyThe Social Media Bible, Lon SafkoNPR “All Tech Considered” 90 SpoonerSkadron / CMC Jan 2012

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