Presented by: Stephen Peacock
http://peacockcreative.net
Twitter: @stephenpeacock
LinkedIn
Leveraging Social Media for Sma...
Today‘s Agenda
1. Review Some Marketing 101 Basics
2. Why Social Media Marketing Makes Sense
3. Your Website: The Center o...
Social Media #1
SOCIAL MEDIA HAS OVERTAKEN PORN AS THE
NO. 1 ACTIVITY ON THE WEB
We all knew social media was popular, but...
Marketing 101 SBA Style
―In order to successfully grow your business, you‘ll need to attract and then
work to retain a lar...
Why Social Media Marketing
Social Media has changed the way people
connect, discover, and share information.
 Social netw...
Marketing Plan
 Develop goals for your marketing. What is it you want
to achieve?
 Social media marketing should be one ...
Social Media Marketing Goals
Social media marketing goals may include:
 Number of views, overall reach
 Engagement: numb...
Who is Your Audience
Create ―Personas‖
―A persona is a kind of mental model—an
imaginary person with a name, history, and
story who has a way o...
More Resources
HubSpot provides a free Guide to Creating Personas
Get HubSpot‘s Guide to Creating Personas
Personas and Social Media
 Personas can help you decide which
social media platforms to use to engage
current and potenti...
Network Demographics
Visit the Pew Research Internet Project to
view the Demographics of Social Media
Users
Also view thei...
Network Numbers
 Facebook 1.2 Billion
 YouTube – 1 Billion
 Google+ 540 Million
 Twitter – 240 Million
 LinkedIn – 27...
Your Social Media Marketing
Strategy
Starts with your website!
Your 2014 Website Must Haves
 Responsive – your site works well and looks
great no matter what device is used to view it....
Social and SEO
Your
Website
Instagram
Twitter
FBGoogle+
LinkedIn
Social signals are emerging
as ranking factors as search
...
Local Mobile Searches = Sales
http://searchengineland.com/study-78-percent-local-mobile-searches-
result-offline-purchases...
10 Commandments of Social Media
1. Thou Shalt Socialize, Not Advertise
2. Thou Shalt Be a Human Being, Not a Company
3. Th...
10 Commandments of Social Media
6. Thou Shalt Play Well with Others
7. Thou Shalt Empower Thy Community
8. Thou Shalt Shar...
Set Your Goals and Measure Progress
Facebook Tips
 Read more about the following tips in an article by Belle Beth
Cooper on the Fast Company website
Facebook Tips - Photos
 Photos get 53% more likes, 104% more
comments and 84% more click-throughs on links
than text-base...
Facebook Tips – Photo Galleries
Wishpond‘s data says that overall, photo posts get 120% more engagement
than the average p...
Facebook Tips – Post Length
 Shorter posts under 250 characters get 60%
more engagement
Facebook Tip – Emoticons
 Emoticons ( :D :) :-O ) increase comments by
33% and get 57% more likes
Facebook Tip – Ask Questions
 Questions containing ‗should, would, which or
who‘ increase engagement
Facebook Tip – Pick Your Days
 Engagement rates on Thursday and Friday are
18% higher
Facebook Tips – Encourage Fans
 42% of fans like a page to get a coupon or
discount
Let‘s Talk Twitter
The following tips are from Belle Beth Cooper on the Buffer Blog
Twitter Tips
Twitter engagement for brands is
17% higher on weekends
If you‘re posting tweets with links,
Dan Zarrella‘s r...
Twitter Tips
Twitter‘s fastest growing demographic
is 55–64 year-olds
Tweets with hashtags get 2x
more engagement
Twitter Tips
Twitter users who
mostly use a mobile device are
181% more likely to be on
Twitter during their commute
Your ...
Measuring Social Media
You must measure social media campaigns to
gauge their effectiveness.
 Install Google Analytics (f...
Use Google‘s Url Builder
Campaign Source
(utm_source)
Required. Use utm_source to identify a search engine, newsletter
nam...
Custom Campaign Tips
• If you are building many custom campaign urls you
can use an excel spreadsheet template created by
...
Facebook Insights
Facebook provides a wealth of data to administrators of pages with
30 likes or more.
Twitter Analytics
Twitter also provide analytics data but to track url clicks
you must use custom campaigns or use ‗Twitte...
Additional Resources
 Social media not working? Great article on Social
Media Examiner
 7 Ways Brands Are Using Social M...
Get this presentation online:
http://www.slideshare.net/stephenpeacock
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Leveraging Social Media for Small Business Success

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Presented at the request of Raleigh SCORE, the presentation reviews marketing 101 basics, makes a case for using social media marketing for business, offers resources to choose which social media network to select for a business, underscores the importance of a business website as the center of social media marketing efforts, and provides some tips for Facebook and Twitter marketing.

This is mostly a primer, but the tips for Facebook and Twitter near the middle of the presentation are useful to anyone.

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Leveraging Social Media for Small Business Success

  1. 1. Presented by: Stephen Peacock http://peacockcreative.net Twitter: @stephenpeacock LinkedIn Leveraging Social Media for Small Business Success
  2. 2. Today‘s Agenda 1. Review Some Marketing 101 Basics 2. Why Social Media Marketing Makes Sense 3. Your Website: The Center of Your Social Media Strategy 4. Review Tips and Strategies for Facebook and Twitter 5. Overview of Measuring Success 6. Identify Additional Resources 7. Time for Questions
  3. 3. Social Media #1 SOCIAL MEDIA HAS OVERTAKEN PORN AS THE NO. 1 ACTIVITY ON THE WEB We all knew social media was popular, but this popular? Apparently it‘s the most common thing we do online From Fast Company 10 Surprising Social Media Statistics That Will Make You Rethink Your Social Strategy
  4. 4. Marketing 101 SBA Style ―In order to successfully grow your business, you‘ll need to attract and then work to retain a large base of satisfied customers. Marketing emphasizes the value of the customer to the business, and has two guiding principles: 1. All company policies and activities should be directed toward satisfying customer needs. 2. Profitable sales volume is more important than maximum sales volume. To best use these principles, a small business should:  Determine the needs of their customers through market research  Analyze their competitive advantages to develop a market strategy  Select specific markets to serve by target marketing  Determine how to satisfy customer needs by identifying a market mix‖ http://www.sba.gov/content/marketing-101-basics
  5. 5. Why Social Media Marketing Social Media has changed the way people connect, discover, and share information.  Social networks, like Facebook, Twitter, LinkedIn, and Pinterest are the places where social interactions happen (discovering & sharing).  Social media marketing is the way to use that technology to build relationships, drive repeat business. and attract new customers through friends sharing with friends.  Sound familiar? That‘s because social media marketing is really just word-of-mouth powered by technology. http://www.socialquickstarter.com/content/1-why_social_media_marketing
  6. 6. Marketing Plan  Develop goals for your marketing. What is it you want to achieve?  Social media marketing should be one part of a larger marketing and communications strategy  You should develop a budget that includes both funds to be set aside and considers other resources (e.g. staff time) http://www.socialmediaexaminer.com/how-to-setup-a-social-media-business-strategy/
  7. 7. Social Media Marketing Goals Social media marketing goals may include:  Number of views, overall reach  Engagement: number of likes, comments, and shares (+mentions, retweets)  Number of friends/fans who follow links embedded in posts  Growth of followers  Qualified leads generated  Growth in sales
  8. 8. Who is Your Audience
  9. 9. Create ―Personas‖ ―A persona is a kind of mental model—an imaginary person with a name, history, and story who has a way of doing things. A persona should have enough psychological detail to allow you to conveniently step over to the persona‘s view and see your products and services from her perspective.‖ http://www.tronviggroup.com/customer-personas-what-sally-can-show-you/
  10. 10. More Resources HubSpot provides a free Guide to Creating Personas Get HubSpot‘s Guide to Creating Personas
  11. 11. Personas and Social Media  Personas can help you decide which social media platforms to use to engage current and potential customers  Personas help you develop engagement strategies by anticipating what your prospects will react to or interact with  As you interact with customers and prospects on social media you will be able to further refine your personas based on results to better build relationships and drive conversions
  12. 12. Network Demographics Visit the Pew Research Internet Project to view the Demographics of Social Media Users Also view their Social Media Fact Sheet
  13. 13. Network Numbers  Facebook 1.2 Billion  YouTube – 1 Billion  Google+ 540 Million  Twitter – 240 Million  LinkedIn – 277 Million  Instagram – 150 Million  Pinterest – 70 Million  Foursquare – 40 million Google says about 1.5 billion photos are being shared on Plus each week. Facebook recently said about 350 million pictures are being shared per day, or more than 2.4 billion per week. Millions more are shared on Instagram, which Facebook bought last year. Read more: Daily News *these numbers are constantly growing and changing these are the most recent I could find
  14. 14. Your Social Media Marketing Strategy Starts with your website!
  15. 15. Your 2014 Website Must Haves  Responsive – your site works well and looks great no matter what device is used to view it.  Social Sharing buttons – allows visitors to easily share your content on social media  Original and engaging content – that speaks to your audience (personas)  SEO optimized – keywords in title, url, h tags, meta data, alt image tag etc…  Blogging capability – so you can publish new content easily
  16. 16. Social and SEO Your Website Instagram Twitter FBGoogle+ LinkedIn Social signals are emerging as ranking factors as search engines determine how to leverage our social interaction and behavior. Danny Sullivan, Search Engine Land
  17. 17. Local Mobile Searches = Sales http://searchengineland.com/study-78-percent-local-mobile-searches- result-offline-purchases-188660
  18. 18. 10 Commandments of Social Media 1. Thou Shalt Socialize, Not Advertise 2. Thou Shalt Be a Human Being, Not a Company 3. Thou Shalt be Passionate About One‘s Vocation, but Not Be a Salesman 4. Thou Shalt be a Good Listener 5. Thou Shalt Contribute http://www.kunocreative.com/blog/bid/86184/The-10-Commandments-of-Social-Media-Marketing
  19. 19. 10 Commandments of Social Media 6. Thou Shalt Play Well with Others 7. Thou Shalt Empower Thy Community 8. Thou Shalt Share Thy Expertise 9. Thou Shalt Praise Others 10. Thou Shalt Respond in a Timely Manner http://www.kunocreative.com/blog/bid/86184/The-10-Commandments-of-Social-Media-Marketing
  20. 20. Set Your Goals and Measure Progress
  21. 21. Facebook Tips  Read more about the following tips in an article by Belle Beth Cooper on the Fast Company website
  22. 22. Facebook Tips - Photos  Photos get 53% more likes, 104% more comments and 84% more click-throughs on links than text-based posts.
  23. 23. Facebook Tips – Photo Galleries Wishpond‘s data says that overall, photo posts get 120% more engagement than the average post, and photo albums actually get 180% more engagement
  24. 24. Facebook Tips – Post Length  Shorter posts under 250 characters get 60% more engagement
  25. 25. Facebook Tip – Emoticons  Emoticons ( :D :) :-O ) increase comments by 33% and get 57% more likes
  26. 26. Facebook Tip – Ask Questions  Questions containing ‗should, would, which or who‘ increase engagement
  27. 27. Facebook Tip – Pick Your Days  Engagement rates on Thursday and Friday are 18% higher
  28. 28. Facebook Tips – Encourage Fans  42% of fans like a page to get a coupon or discount
  29. 29. Let‘s Talk Twitter The following tips are from Belle Beth Cooper on the Buffer Blog
  30. 30. Twitter Tips Twitter engagement for brands is 17% higher on weekends If you‘re posting tweets with links, Dan Zarrella‘s research shows that 120–130 characters will be your sweet spot.
  31. 31. Twitter Tips Twitter‘s fastest growing demographic is 55–64 year-olds Tweets with hashtags get 2x more engagement
  32. 32. Twitter Tips Twitter users who mostly use a mobile device are 181% more likely to be on Twitter during their commute Your tweets have a 12x higher chance of being retweeted if you ask for it, and 23x higher if you actually spell out the word ―retweet‖
  33. 33. Measuring Social Media You must measure social media campaigns to gauge their effectiveness.  Install Google Analytics (free) on your website  Use Google‘s Url Builder (also free)  Use Facebook Insights (free)  Use Twitter Analytics (free)  Try Third Party Analytics (not all free)
  34. 34. Use Google‘s Url Builder Campaign Source (utm_source) Required. Use utm_source to identify a search engine, newsletter name, or other source. Example: utm_source=facebook Campaign Medium (utm_medium) Required. Use utm_medium to identify a medium such as email or cost-per- click. Example: utm_medium=cpc Campaign Term (utm_term) Used for paid search. Use utm_term to note the keywords for this ad. Example: utm_term=running+shoes Campaign Content (utm_content) Used for A/B testing and content-targeted ads. Use utm_content to differentiate ads or links that point to the same URL. Examples: utm_content=logolink or utm_content=textlink Campaign Name (utm_campaign) Used for keyword analysis. Use utm_campaign to identify a specific product promotion or strategic campaign. Example: utm_campaign=spring_sale
  35. 35. Custom Campaign Tips • If you are building many custom campaign urls you can use an excel spreadsheet template created by Google. Link below • Custom Campaign Urls work with url shortening services such as bit.ly, owl.ly • Consistency in using custom campaign Urls is critical to this method of evaluating your marketing efforts. http://www.google.com/analytics/apps/about?app_id=1276007
  36. 36. Facebook Insights Facebook provides a wealth of data to administrators of pages with 30 likes or more.
  37. 37. Twitter Analytics Twitter also provide analytics data but to track url clicks you must use custom campaigns or use ‗Twitter Cards‘
  38. 38. Additional Resources  Social media not working? Great article on Social Media Examiner  7 Ways Brands Are Using Social Media to Build Customer Loyalty in 2014  Social Media Today  12 Awesome Social Media Tutorials on HubSpot  Social Media Tutorials from Socialbrite  LoyalBlocks – added after the presentation because we discussed social customer loyalty apps in the session.
  39. 39. Get this presentation online: http://www.slideshare.net/stephenpeacock
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