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Sm ii j12 final

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    Sm ii j12 final Sm ii j12 final Presentation Transcript

    • Social Media Strategies for Small Business II January 25, 2012 1 SpoonerSkadron / CMC Jan’12Tuesday, January 24, 12
    • 1. What’s Happening Today • Review key points from last week • Content • Look at Facebook • Discuss Twitter • Review Blogs • Touch on YouTube, LinkedIn • Summary 2 SpoonerSkadron / CMC Jan’12Tuesday, January 24, 12
    • 2. Key Points of Social Media Marketing From the NY Times homepage: 3 SpoonerSkadron / CMC Jan’12Tuesday, January 24, 12
    • 2. Key Points of Social Media Marketing Adopt the social media mindset before the social media toolkit. - Authenticity - Transparency - Integrity - Openness It’s about the people. http://www.youtube.com/watch?v=4-94JhLEiN0 4 SpoonerSkadron / CMC Jan’12Tuesday, January 24, 12
    • 2. Key Points of Social Media Marketing In SM, the tools and technology are getting all the attention. I Just Bought This http://www.youtube.com/watch?v=eZAAZ7iXN-o 5 SpoonerSkadron / CMC Jan’12Tuesday, January 24, 12
    • 2. Key Points of Social Media Marketing Social Media Marketing Strategy: Listen. Engage. Measure. 6 SpoonerSkadron / CMC Jan’12Tuesday, January 24, 12
    • 2. Key Points of Social Media Marketing Listen: To who’s talking, what they’re saying, their tone, their attitude... Where to listen: 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) 7 SpoonerSkadron / CMC Jan’12Tuesday, January 24, 12
    • 2. Key Points of Social Media Marketing Engage: How do you “engage” in the social media world? Play on Facebook Start a blog Find a blog you like and comment Start an email campaign for your users Tweet 8 SpoonerSkadron / CMC Jan’12Tuesday, January 24, 12
    • 2. Key Points of Social Media Marketing Measure: Define and meet objectives & goals, Use Google analytics Facebook Insights, Qualitative v. Quantitative 9 SpoonerSkadron / CMC Jan’12Tuesday, January 24, 12
    • 2. Key Points of Social Media Marketing Social Media complements traditional marketing. It doesn’t take its place. Excused TV 10 SpoonerSkadron / CMC Jan’12Tuesday, January 24, 12
    • 2. Key Points of Social Media Marketing The Take-away: It’s not about the tools. It’s about the people and their conversation. Adopt the SM mindset. Listen. Engage. Measure. Take your gaze off the bottom line. 11 SpoonerSkadron / CMC Jan’12Tuesday, January 24, 12
    • 2. Key Points of Social Media Marketing Your customers are everywhere. 12 SpoonerSkadron / CMC Jan’12Tuesday, January 24, 12
    • 2. Key Points of Social Media Marketing New Platforms Tumblr effortlessly share everything foursquare note your location with a mobile phone and find out where friends are getglue social network for entertainment. See what friends are watching klout uses social network data to measure influence spotify music streaming service 13 SpoonerSkadron / CMC Jan’12Tuesday, January 24, 12
    • 2. Key Points of Social Media Marketing Websites, including google, use tiny crumbs of stored information (“cookies”) to remember your previous visits. Tips on how to stay safe on the internet http://www.google.com/goodtoknow/ 14 SpoonerSkadron / CMC Jan’12Tuesday, January 24, 12
    • 2. Key Points of Social Media Marketing • Your mission statement. – Make it speak “one-on-one” Write your mission statement! 15 SpoonerSkadron / CMC Jan’12Tuesday, January 24, 12
    • 2. Key Points of Social Media Marketing Objective High level achievement. Simple is best.Make it easy to remember. “We want to improve customer loyalty” 16 SpoonerSkadron / CMC Jan’12Tuesday, January 24, 12
    • 2. Key Points of Social Media Marketing Decide what business objectives you want to accomplish with SM that you weren’t doing before SM. 17 SpoonerSkadron / CMC Jan’12Tuesday, January 24, 12
    • 2. Key Points of Social Media 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. 18 SpoonerSkadron / CMC Jan’12Tuesday, January 24, 12
    • 2. Key Points of Social Media Marketing What you want: Go viral Dancing Baby ’96 http://www.youtube.com/watch?v=-5x5OXfe9KY 19 SpoonerSkadron / CMC Jan’12Tuesday, January 24, 12
    • 5. Content Content. It’s your competitive advantage. 20 SpoonerSkadron / CMC Jan’12Tuesday, January 24, 12
    • 5. Content We’re now “publishers”. 21 SpoonerSkadron / CMC Jan’12Tuesday, January 24, 12
    • 5. Content Your goal is to create content that: • Is appealing to your would-be constituents. • They find value in. • Keeps ‘em coming back for more. 22 SpoonerSkadron / CMC Jan’12Tuesday, January 24, 12
    • 5. Content Burger King’s Subservient Chicken Subservient Chicken http://www.youtube.com/watch?v=DzoOlnzCsRY http://www.bk.com/en/us/campaigns/subservient-chicken.html 23 SpoonerSkadron / CMC Jan’12Tuesday, January 24, 12
    • 5. Content Produce great content and your customers will come to you. Produce really great content, and your customers will spread the message for you. Ann Handley & CC Chapman, from “Content Rules” 24 SpoonerSkadron / CMC Jan’12Tuesday, January 24, 12
    • 5. Content Flea Market Montgomery http://www.youtube.com/watch?v=FJ3oHpup-pk 25 SpoonerSkadron / CMC Jan’12Tuesday, January 24, 12
    • 5. Content The Cleveland Show Flea Market Mini Mall http://www.youtube.com/watch?v=qvlyJVS75GY 26 SpoonerSkadron / CMC Jan’12Tuesday, January 24, 12
    • 5. Content I was asked about: “...cool features...that fans appreciate and make the page look better? As an example, check out the Whole Foods [fan] page, and notice how they have a section just for "recipes" or "newsletters." http://www.facebook.com/wholefoods 27 SpoonerSkadron / CMC Jan’12Tuesday, January 24, 12
    • 5. Content Produce good content: The Rules – Understand that you’re a “publisher”. – Inspire originality: get your brand story straight and give it an original voice. – Pursue your “objective” – Talk like a person: (I hate buzzwords and corporate speak.) – Re-think, don’t recycle: evolve content for various tools – Share don’t sell: Position yourself as a go-to and get your gaze off the bottom line. – Show, don’t just tell: Demonstrate how it works. Don’t preach. Don’t sell. – Surprise!: Do something unexpected – Stoke the fire: Ignite a conversation among your customers – Pick your best: you don’t have to blog and tweet and FB and...but you have to do something. 28 SpoonerSkadron / CMC Jan’12Tuesday, January 24, 12
    • 5. Content Good content from a small business: Jarvie Digital Scott Jarvie is a photographer who shares resources on his website and through his social sites, demonstrating his expertise and generosity to other photographers and prospects. Lesson 1) Differentiate personal profile for biz page 2) Sharing resources grows your fan base and your perceived expertise. 29 SpoonerSkadron / CMC Jan’12Tuesday, January 24, 12
    • 5. Content Good content from a small business: Ana White, Carpenter Ana is a carpenter with a website to empower women to do carpentry projects. She has created a following among those who love her easy-to-follow, do-it-yourself projects. Lesson 1. Create a community where users can talk about themselves. 2. Empower your fans to share their experiences with other users. 3. Have clear strategies for your blog and Facebook page. 30 SpoonerSkadron / CMC Jan’12Tuesday, January 24, 12
    • 5. Content Now that I have good content, how do I get it out there? 31 SpoonerSkadron / CMC Jan’12Tuesday, January 24, 12
    • 5. Content Create an Editorial Calendar to plan, produce, and publish content Daily Weekly Monthly Quarterly 32 SpoonerSkadron / CMC Jan’12Tuesday, January 24, 12
    • 5. Content Daily – Twitter updates with value to your followers – Post a news item to your FB page – Respond to blog comments 33 SpoonerSkadron / CMC Jan’12Tuesday, January 24, 12
    • 5. Content Weekly – Make at least one new blog post – Participate in a discussion group on LinkedIn – Update a section on your webpage 34 SpoonerSkadron / CMC Jan’12Tuesday, January 24, 12
    • 5. Content Monthly – Post an deeper article on your blog – Create and mail an e-mail newsletter – Produce a short video; 2-3 minutes works – Contribute a powerpoint and post on SlideShare – Publish a customer success story – Organize a MeetUp 35 SpoonerSkadron / CMC Jan’12Tuesday, January 24, 12
    • 5. Content PinkStinks: Content Strategy and Social Media Program The campaign for real role models Blogs pinkstinks.wordpress.com Newsletter Facebook (group) Facebook (fan) Twitter YouTube 36 SpoonerSkadron / CMC Jan’12Tuesday, January 24, 12
    • 5. Content Kodak: Content Strategy and Social Media Program Expand reach and Engage. Blogs 1000 Words Plugged In Grow Your Biz Facebook Twitter User-generated content 37 SpoonerSkadron / CMC Jan’12Tuesday, January 24, 12
    • 5. Content Long-tail Keywords - more specific search phrases - generate lower volume of hits - takes searchers to sites with rich content more closely matching what searchers look for. - include in blogs 38 SpoonerSkadron / CMC Jan’12Tuesday, January 24, 12
    • 5. Content Long-tail Keywords Number of hits Quality of hits 39 SpoonerSkadron / CMC Jan’12Tuesday, January 24, 12
    • 6. Facebook The #1 Facebook Mistake Small Businesses Make? 40 SpoonerSkadron / CMC Jan’12Tuesday, January 24, 12
    • 6. Facebook Not taking the steps to get your current customers to “like” you on Facebook. 41 SpoonerSkadron / CMC Jan’12Tuesday, January 24, 12
    • 6. Facebook Consider: - Personally asking your customers to join. - Sending a dedicated email. - Have a customers-only contest. Get creative. Remember to work with people who already know and love you. 42 SpoonerSkadron / CMC Jan’12Tuesday, January 24, 12
    • 6. Facebook Handout 8 Brands That Have Found Success on FB http://www.likeable.com - Dave Kerpen, 43 SpoonerSkadron / CMC Jan’12Tuesday, January 24, 12
    • 6. Facebook Set up a business page http://www.facebook.com/pages/create.php 44 SpoonerSkadron / CMC Jan’12Tuesday, January 24, 12
    • 6. Facebook 45 SpoonerSkadron / CMC Jan’12Tuesday, January 24, 12
    • 6. Facebook 7 tips to Customize your FB page for business: 1) Claim your vanity URL: http://www.facebook.com/username 2) Get creative with your picture 3) Create a custom welcome page (takes tech skills): http://www.facebook.com/skittles 4) Create custom tabs 46 SpoonerSkadron / CMC Jan’12Tuesday, January 24, 12
    • 6. Facebook 5) Get creative with the “photostrip” 6) Target your posts (response to google+ circles) Use this feature to segment and personalize Facebook posts to different audiences of fans on your page 7) Run a contest or promotion (FB has strict rules) Checkout Wildfire do-it-yourself promo builder. 47 SpoonerSkadron / CMC Jan’12Tuesday, January 24, 12
    • 6. Facebook Among the 84 Facebook brand pages examined: • 88% said they posted video content • 82% solicited fan stories or comments • 79% had their wall open for fan comments 66% • actively replied to fan posts and comments From study by Wong, Doody, Crandall, Wiener 48 SpoonerSkadron / CMC Jan’12Tuesday, January 24, 12
    • 6. Facebook “Personal Search Results” “Social media replacing SEO as Google makes search results personal” • In the old search model, you optimized the headline with keywords like “Aspen’s Fresh Powder″ so everyone searching Google for that phrase sees your story. A simple, one-size-fits-all solution. • In the new model, Stacy’s search results will feature that story if her friend Jim previously shared or promoted it. But Vigi’s results could instead highlight a different story that her friend Carolyn shared. http://www.poynter.org/latest-news/media-lab/social-media/159102/social-media-seo-google-makes-search-results-personal/ 49 SpoonerSkadron / CMC Jan’12Tuesday, January 24, 12
    • 7. Twitter “Twitter is a real-time information network that connects you to the latest information about what you find interesting.” - Twitter 50 SpoonerSkadron / CMC Jan’12Tuesday, January 24, 12
    • 7. Twitter Two main components: Follow and Followers 51 SpoonerSkadron / CMC Jan’12Tuesday, January 24, 12
    • 7. Twitter “#” (hashtag) = It’s the theme. It connects tweets about a specific topic. “@” = to direct to a particular person, “@steve” “RT” = re-tweet..forward the message “Trending” = what’s popular now “Search” = powerful to find topics inside twitter 52 SpoonerSkadron / CMC Jan’12Tuesday, January 24, 12
    • 7. Twitter A Quick #Hashtag Lesson The key is readability & relevance. So: 1) Don’t use too many. 2) Keep them relevant 3) Leave “#” at the end 4) Stay away from numbers and special characters 5) Use caps in multiple word “#” (#Green#Architect) from: likeable.com 53 SpoonerSkadron / CMC Jan’12Tuesday, January 24, 12
    • 7. Twitter “The Cup” espresso cafe in Boulder. 54 SpoonerSkadron / CMC Jan’12Tuesday, January 24, 12
    • 7. Twitter Ch. 14 Publicized Customer Service. 55 SpoonerSkadron / CMC Jan’12Tuesday, January 24, 12
    • 7. Twitter 140 characters so... Make every word count Keep tweets really short Keep it simple - no big words Link directly to blogs or other online source Provide context with kewords and hastags Write a good headline People keep things interesting 56 SpoonerSkadron / CMC Jan’12Tuesday, January 24, 12
    • 7. Twitter Southwest Airlines 57 SpoonerSkadron / CMC Jan’12Tuesday, January 24, 12
    • 7. Twitter Sunday was spent using Twitter or Facebook to tell The New York Times what you did on Sunday. Eating, Sleeping, Praying, and Writing All About It 58 SpoonerSkadron / CMC Jan’12Tuesday, January 24, 12
    • 8. Blogs The central location through which you can share your thoughts. 59 SpoonerSkadron / CMC Jan’12Tuesday, January 24, 12
    • 8. Blogs Key part of the engagement in the social media equation: 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. 60 SpoonerSkadron / CMC Jan’12Tuesday, January 24, 12
    • 8. Blogs Blogs can be hosted on their own site: WordPress.com TypePad.com Blogger.com or, integrated into your website. 61 SpoonerSkadron / CMC Jan’12Tuesday, January 24, 12
    • 8. Blogs 10 Guideline before you blog: 1) Define your purpose: who and what? 2) Schedule: you decide but try once or twice a week http://modernpilatesboston.com/ 3) Mix it up: short, long, funny, serious, heavy, light posts all work 4) Use photos: graphics inside paragraphs make for good reading 5) Size is important: long enough to make your case; short enough to stay interesting 62 SpoonerSkadron / CMC Jan’12Tuesday, January 24, 12
    • 8. Blogs 6) Headlines are compelling: learn to write good ones -Curiosity: “What’s a Pastry Chef doing on Twitter?” -Use numbers (especially odd!): “19 Facebook Secrets to Grow Your Small Business” -Simplify complexity: “Still Single? This is Why.” 7) Design has value: Give it a style and personality that reflects you. Include tools...sm icons, archives of recent posts... 63 SpoonerSkadron / CMC Jan’12Tuesday, January 24, 12
    • 8. Blogs 8) Call to Action: “Get our free newsletter” http://blog.hubspot.com/ 9) Never Edit Comments, but moderate to keep away inappropriateness. 10) Make categories and tags: good for readers and search engines 11) Write How You Speak: Some editing is good, but a blog post doesn’t have to be perfect. 12) Don’t Overthink It: posts don’t have to be balanced and comprhensive. From “Conten Rules” - Ann Handley, CC Chapman 64 SpoonerSkadron / CMC Jan’12Tuesday, January 24, 12
    • YouTube & LinkedIn First YouTube upload: April 23, 2005 http://www.youtube.com/watch?v=jNQXAC9IVRw&feature=player_embedded 65 SpoonerSkadron / CMC Jan’12Tuesday, January 24, 12
    • YouTube & LinkedIn 66 SpoonerSkadron / CMC Jan’12Tuesday, January 24, 12
    • YouTube & LinkedIn Charlie Sneezing Panda Paul Potts Susan Boyle 67 SpoonerSkadron / CMC Jan’12Tuesday, January 24, 12
    • YouTube & LinkedIn Whole Foods Branded/Fresh user content/Speaks to specific audience Audi channel 4 minute commercial/260,000 views/Audience specific 68 SpoonerSkadron / CMC Jan’12Tuesday, January 24, 12
    • 9. Summary Quick Start Guide for Social Media - from “Facebook Marketing”, by Chris Treadway & Mari Smith 69 SpoonerSkadron / CMC Jan’12Tuesday, January 24, 12
    • 9. Summary Use Social Media as a tool for small business to: • Listen • Engage • Measure 70 SpoonerSkadron / CMC Jan’12Tuesday, January 24, 12
    • 9. Summary • 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 – Focus on the content 71 SpoonerSkadron / CMC Jan’12Tuesday, January 24, 12
    • 9. Summary We’re now content providers: Bite-sized tweets on Twitter Advice on a blog post Human interest videos Real-time news feed on Facebook 72 SpoonerSkadron / CMC Jan’12Tuesday, January 24, 12
    • 9. Summary Start creating content that tells your story and positions you as an expert people seek. 73 SpoonerSkadron / CMC Jan’12Tuesday, January 24, 12
    • 9. Summary Join the conversation. Stay with it. Start now. steve@spoonerskadron.com 74 SpoonerSkadron / CMC Jan’12Tuesday, January 24, 12
    • 9. Summary Credit to: mashable.com hubspot.com socialmedia.biz likeable.com marketingprofs.com UnMarketing, by Scott Stratten Facebook Marketing, Chris Treadway Content Rules, Ann Handley and CC Chapman The Social Media Bible, Lon Safko 75 SpoonerSkadron / CMC Jan’12Tuesday, January 24, 12