Social Media for Small Business: Inexpensive, Effective Marketing

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Social Media
For Small Business
Inexpensive, effective marketing
@NikkiSunstrum
Social Engagement Coordinator
September 17, 2013

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Who I am…
Nicole Sunstrum
• B.S. in Political Science & M.A. in
Education
• Skilled in making dull things interesting &
teaching complicated stuff in ways
everyone can understand
• Master manipulator of content & small
children
• Throws parades for fun

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History

4. +Straight from the cats Meouth

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Stats
 According to
Mashable, 43% of
Senior Citizens in the
U.S. now use social
media
 Nearly two-thirds of
Americans sleep with
their cell phones
 58% of Facebook users
“Like” brands on
Facebook because they
anticipate access to
exclusive content or
discounts.
 200 million photos are
uploaded to Facebook
every day.

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Why do I care about your
cat, bacon, & breakfast?
 Outreach
 Information
 Clarification
 Resources
 Customers

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Know before you go…
• Why do I want to engage in social media
• What do I hope to accomplish?
• Who is my target audience?
• Where do I belong?

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We don’t just tweet press releases.
 Justification
 Strategy
 Goal Development
 Content
 Administration
 Response
 Engagement
Making business personable

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I’m here…now what?
• Assessing sentiment
• Identifying influencers
• Studying success
• Comparing like minds

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Simple Wisdom

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It’s not just what you say,
but how you say it
• Visual
• Engage
• Show personality
• Provide exclusivity
• Build an expectation
• Analyze

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Becoming a part of the moment…
The new art of newsjacking

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Leveraging connections
Make friends
80-20 rule
Shared stories
Recommendations
Advocates

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Standing out in the crowd
Pick one and do it well…
• Twitter for customer service
• Yelp for recommendations
• Vine for sharing tips or events
• Pinterest for new product display
• Facebook for promotions
• LinkedIn for recruitment

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From the
Experts…

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Caution
Don’t…
 Only connect with the intent to
sell
 Connect but never interact
 Spam
 Copy and paste across networks
 Forget who you are and why you
are here
 Negate the power of social and
that it is forever

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It’s all about the ROI baby
• Clicks and impressions and actions, oh my…
• $174
• Not all fans are created equally
• Ask yourself why does it matter?

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www.michigan.gov/socialmedia
One stop shop for all things social in Michigan government
• Inventory
• Policy
• Procedures
• Style Guide
• Resources
• Campaigns
• Accomplishments

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www.facebook.com/nikki.sunstrum
sunstrumn@gmail.com
@nikkisunstrum